Báo cáo môn Truyền thông tích hợp IMC cho doanh nghiệp Nhà của Thời Thơ Ấu. Childhood house was built at the House of Youth (Da Lat) on 8 April 2020, conceptualized by Ms. Quynh Huong and Mr. Luan when inspired by young people. They designed this charming little house with the first intention to fulfill the wish to relive the happier days of childhood. Everybody worked together for a long time to complete the House of Childhood to conceptualize, design , build and buy second hand objects. Huong said this Houses forerunner is the headquarters of the Danish Governments Sponsoring Association for Poor Children, so this place is always full of love.
UNIVERSITY OF ECONOMICS AND FINANCE HO CHI MINH CITY IMC “NHÀ CỦA THỜI THƠ ẤU” Group 21/08/2020 LECTURER: Lê Hồng Đắc Contents INTRODUCTION 1.1 THE PRODUCTS OF “NHÀ CỦA THỜI THƠ ẤU” .4 1.1.1 “Tiệm cà phê Nhà mình” 1.1.2 “Tiệm sách San Sẻ” 1.1.3 “Nhà chòi” 1.1.4 Drama stage .5 1.2 SWOT .6 1.2.1 Strengths: 1.2.2 Weaknesses 1.2.3 Opportunities: 1.2.4 Threats: 1.3 BRAND POSITIONING 1.4 MARKET SEGMENTATION 1.5 INSIGHT OBJECTIVE AND INSTRUDUCTION OF THE PROGAM: 2.1.1 System objective: .9 2.1.2 Message: “Những xuất phát từ trái tim đến trái tim” COMMUNICATION OBJECTIVE .9 3.1 Page Site: 3.2 In network tools get to know: CREATIVE STRATEGY .10 4.1 PHASE (PULL) 10 4.2 PHASE (PUSH+PULL) 11 4.3 PHASE 12 Organize a Facebook contest: "Đánh thức câu chuyện chúng ta" How to: .13 IMC Mix .13 5.1 Advertising .13 5.2 PR 16 5.2.1 Celebrities are looking to: 16 5.2.2 Online Media Marketing: 16 5.3 Direct Marketing 18 5.4 Digital Marketing 19 5.4.1 Design a separate section on the "Nhà thời thơ ấu" page with the name "Hôm bạn kể" 19 5.4.2 Organize a Facebook contest: "Đánh thức câu chuyện chúng ta" How to: .20 BUDGET 21 MARKETING COMMUNICATION MIX 21 CONCLUSION .25 IMC FINAL REPORT “NHÀ CỦA THỜI THƠ ẤU” IMC PLAN By Group Nguyen Ngoc Thao My Nguyen Ngoc Doan Khanh Vo Truong Dong Anh Cao Huu Tho Tran Le Han INTRODUCTION Childhood house was built at the House of Youth (Da Lat) on April 2020, conceptualized by Ms Quynh Huong and Mr Luan when inspired by young people They designed this charming little house with the first intention to fulfill the wish to relive the happier days of childhood 21/08/2020 Group Everybody worked together for a long time to complete the House of Childhood to conceptualize, design , build and buy second hand objects Huong said this House's forerunner is the headquarters of the Danish Government's Sponsoring Association for Poor Children, so this place is always full of love There is a special school in the heart of Saigon, built up from the love of teachers, teachers and parents who always want to bring modern children a perfect childhood "The home of childhood" sometimes doesn't seem like a school , people call it home-where time stops in the midst of the bustle, where children temporarily put their phones away from the technology to sit down and play Together and a place for adults to recall those wonderful days of childhood 21/08/2020 Group There are times of tiredness and sadness with the crowded, crowded city, wishing once we could close our eyes and sleep deeply without worrying about thoughts, so I could be sitting next to my neighborhood friends that day, when I woke up Seeing childhood games carelessly, seeing young parents laughing at the dinner table, seeing grandma sitting on the porch drinking tea and listening to the radio, and the wind blowing in from the fields was peaceful 21/08/2020 Group 1.1 THE PRODUCTS OF “NHÀ CỦA THỜI THƠ ẤU” 1.1.1 “Tiệm cà phê Nhà mình” “Tiệm cà phê Nhà mình” has a classic style space, close, bring people closer together after chatting Here, there are also typical drinks associated with childhood 8x,9x, that you can hardly find now 1.1.2 21/08/2020 “Tiệm sách San Sẻ” Group It's just a small corner of "Nhà", but it contains very good and spiritual books Almost all have been donated to everyone, from those who love and accompany “Nhà” 1.1.3 “Nhà chòi” There are unique organic products here that you can hardly find in today's market 1.1.4 Drama stage This is where the plays written by "House" takes place The stories are built on everyday life, love stories of people with disabilities or just their own strength to overcome difficulties 21/08/2020 Group 1.2 SWOT 1.2.1 Strengths: + The social business model, such as the House of Kids, is rarely seen on the market + Go on green Helping society and community + Cozy room + A place to get together and chat + Sale of articles made by hand, protection of the environment + Playground useful, preserving Vietnamese culture + Help us get back to infancy + The things bestowed are valuable to society 1.2.2 Weaknesses + Facebook content is a little bit, it doesn't hit youths yet + Space within the house is still limited 1.2.3 Opportunities: + We'll be getting all the help we can get at "Home." Since this is where youth groups assemble Have good men, students have This will support one another, thanks to it Developed together + "House" will develop, because few businesses will compete according to the "Home" orientation 1.2.4 Threats: + Young people are currently moving towards modernisation and gradually forgetting about national cultures It doesn't follow crowd trends to what "home" is for This is also about "home" + Water dishes aren't diverse yet 21/08/2020 Group 1.3 BRAND POSITIONING To youths who want to find a space with people who can freely share stories together, Nha cua thoi tho au - a social enterprise, is a place to grow together for those who live full of enthusiasm, embrace themselves and help The reason, why you come “Nhà” is that the Creator develops art programs for sharing, orienting and developing internal resources that concentrate on young people to understand themselves, live and work peacefully, believe in varying beliefs, promote self-action, family and social development The characteristics of the “Nhà” giving to the young are the practical and reliable stuff and since it is a social enterprise, perhaps the price you are paying is much smaller than the value “Nhà” gives Based on the survey, below is the "Nhà thời thơ ấu" brand comparison with its main competitors 21/08/2020 Group 7 Some picture we use for advertising Scene 1: A wandering series about a man who feels lost Scene 2: Seeing the ocean is the same as people sometimes go through periods of tiredness Reflect on those issues and turn up in your life Scene 3: A bit of sunset, as if the boy's hometown is showing the dream I want to keep the peaceful moments 21/08/2020 Group 14 Scene 4: Finding "Nhà" is his condition as reloading with energy, giving him warm feelings in Saigon 's bustling heart Scene 5: Sitting and chatting at “Nhà" is a cohesive image of people who have no blood or close relatives but can sit in a happy conversation when they come close Rather of welcoming people shaking hands, "Nhà" always feels welcome, literally at "Home" everyone will greet each other with smiles Scene 6: The boy feels full of life as he meets people who are compassionate and can listen The old desire for strength starts to return to him Poster: 21/08/2020 Group 15 21/08/2020 Group 16 5.2 PR 5.2.1 Celebrities are looking to: Influencer: Quang Trung, Huynh Lap, H'Hen Niê, Khanh Van,Lieu Ha Trinh Honored duties: o Join the interview with “Nhà” o A “Nhà”Visit story on Instagram and Facebook, tagged with a “Nhà thời thơ ấu” o A post on Instagram, Facebook shoots pictures at “Nhà”, including an introduction to the upstag house Team and “ Nhà thời thơ âu” must check the content before it is uploaded on social media o Call your followers by video to enter the contest o Share “Nhà thời thơ âu”'s Viral Ad Clips on its social networking sites 21/08/2020 Group 17