Tổng quan mô hình quản trị dự án doanh nghiệp các mô hình chuyên sâu đối với marketing. Kế hoạch trong pre event, in event, and after event. Những chiến lược cơ bản trong truyền thông giúp dự án nổi bật, nắm bắt được tâm lý khách hàng
HO CHI MINH UNIVERSITY OF FOREIGN LANGUAGES AND INFORMATION TECHNOLOGY FACULTY OF INTERNATIONAL RELATIONS MANAGEMENT OF EVENT OPERATIONS PROPOSAL Authors: APEX TEAM Hồ Gia Cường - 19DH700654 Nguyễn Thị Như Quỳnh - 19DH700619 Vũ Lê Anh Thy - 19DH700361 Sú Ngọc Bảo Trâm - 19DH700580 Đào Kim Thoa - 19DH700358 Nguyễn Thị Thủy Tiên - 19DH700009 Ho Chi Minh City, January 2022 Morra Proposal: Scent your way Morra Proposal: Scent your way Table of contents PROCESS 1: PRE - EVENT OVERVIEW OF THE ORGANIZATION EVENT DESCRIPTION 3 EVENT MANAGEMENT APPROVALS AND CONSULTATION SWOT ANALYSIS 6 TIMELINE Pic 2: Timeline for Scent your way TICKET AND PRICE PROGRAM 10 ADVERTISING AND PROMOTION 11 MEDIA ACTIVITIES 12 10 BUDGET 13 11 RISK MANAGEMENT 14 12 PRE-EVENT STAFFING 14 PROCESS 2: ON THE DAY 16 EVENT STAGING 16 AGENDA 20 ON THE DAY STAFFING 21 PROCESS 3: AFTER EVENT 23 EVENT EVALUATION 23 EVENT FEEDBACK 25 THANK YOU LETTER 27 Morra Proposal: Scent your way PROCESS 1: PRE - EVENT OVERVIEW OF THE ORGANIZATION WE ARE APEX - WHERE SETTING THE NEW STANDARD IS OUR STANDARD We deliver next-level solutions that are thoughtful, strategic, creative and skillfully delivered to the most exacting standards We what we because we love it! We love the challenge and we are inspired by our clients, the world's most distinguished and admired brands About mobile pop-up truck event: We have worked on many mobile pop-up truck projects in the foreign market such as: USA and UK This time, we are thrilled to collaborate with MORRA for the first time in the Vietnam market in the upcoming event EVENT DESCRIPTION • Event name: Scent your “way” - has meaning: Meaning 1: (About perfume) Make your way through fragrance Meaning 2: (About mobile pop-up truck) Wherever the car goes, the fragrance spreads there • Event concept: Valentine • Type of event: Pop-up event and Mobile pop-up truck • Target audience: DESCRIPTION DETAIL Sex - Female Age - 15-25 Hobbies: - Collecting perfume Morra Proposal: Scent your way - Walking on the street with lovers, friends, relatives on holidays Place of residence Interests - Extrovert: social person - Customize everything for themself - HCMC, Viet Nam Event pop-up: district 10 - Mobile truck: district and pick up KOLs - Beauty - Perfume - The body always smells good • Objective: increasing brand awareness, promo Valentine collection • Site description: Pop-up event at Store ● Venue/ location: District 10 ● Main timeline for the Pop-up event at Store Event start date/s: 07/02/2022 Event end date/s: 07/02/2022 Event start time: 15h Event end time: 22h Mobile truck: ride around district ● Venue/ location: park at district and pick up the Influencer/ KOLs ● Main timeline for the Mobile Pop-up truck • Event start date/s: 12/2/2022 Event end date/s: 12/2/2022 Event start time: 16h Event end time: 22h Event organizer contact details: APEX Agency Morra Proposal: Scent your way EVENT MANAGEMENT • Major stakeholders and agencies: - Internal: Morra x APEX Agency - External: ● APEX Agency ● Customers ● Suppliers ● KOL ● Government ● Reporters ○ Đẹp magazine ○ Online news: Vietnamese, Vietcetera • Venues/locations: 433-435 Hoa Hao, ward 5, dist 10, Hồ Chí Minh city (headquarter) • Event map Pic 1: Actual event map in Morra Headquarter - designed by APEX Morra Proposal: Scent your way APPROVALS AND CONSULTATION • License to Organize/ Licensing of related parties/ Event-Facility Rental Agreement: - License to modify the vehicle - License to hold events at Nguyen Hue street • Security: people • Waste and environmental management: ensure no garbage on the street after the event SWOT ANALYSIS STRENGTHS ● Facilities: Several branches with a variety of layout choices ● Allow clients to participate in the creation of their own smells ● Vietnamese trademark ● Imported ingredients ● Affordable price for people who wish to try out different scents ● Financial strength: willing to pay for KOLs ● Unique and creates an experience for customers unlike traditional retailing WEAKNESSES ● Low brand identity ● Haven’t gathered enough consumer preferences ● Haven’t identified a group of potential clients ● Despite being a Vietnamese brand, materials are still sourced from Europe ● Can be difficult to be portrayed as a trustworthy store with real value ● Can be risky because this is where retailers take chances Morra Proposal: Scent your way ● Makes the customer feel as if they ● Would be quite tough to are special recover if the brand got stuck ● Enable retailers to take advantage into a negative attitude ● Pop up shops will only be of seasonal products open for day This could anger customers making them feel left out OPPORTUNITIES THREATS ● Gather information from customers ● Get comments from ● Customers’s brand recognition previous is higher among competitors in customers the same price range (Charm ● Survey of user’s preferences Perfume) ● The first brand that customers ● Imported perfume is dominant could form at their leisure in perfume market TIMELINE Duration Duty Person-In-C Note harge From 31/12/2021 to Apply for an event 15/01/2022 External permit at Nguyen relationship Hue Walking team Street, License to modify the vehicle From 05/02/2022 to Run process in 14/02/2022 Media Team Stage (05-07/02/2022): social media step Advertising for the new by step products Morra Proposal: Scent your way 05/02/2022: Change the page cover & profile picture (Valentine concept) 06/02/2022: Sneak peak of the new products 06/02/2022: Launch, at 21h pre-order on Shopee, the first 200 products sold will be given a mini sample set worth million vnd + make sure all KOL received the Morra valentine collection perfume Stage 2: Push sell 08/02/2022 - 10/02/2022: running KOL affiliate seeding & mentioning valentine truck 11-14/02/2022: Valentine sale days, discount 15% for the new collection and 20% for the rest Stage 3: Maintain promotion & push sale on store form 15/02/2022 to Morra Proposal: Scent your way 20/02/2022 07/02/2022 Press Conference All team Gift for all media support support 11/02/2022 Driving Morra’s Production Gift for all audience: a red love truck on team & rose with perfume sample Nguyen Hue street Morra-er Pic 2: Timeline for Scent your way Morra Proposal: Scent your way perfume line + KOL/influencer 10/02/2022 Facebook Morra fanpage 19h announce The mobile pop-up truck event at Nguyen Hue street 11/02/2022 11/02/2022 14/02/2022 Facebook, Post a photo of the 19h KOL/ Instagram truck Influencer Facebook, Post first day running 18h45 Social fanpage Instagram truck’s photo Facebook, Post a photo of the 19h Instagram truck 10 BUDGET Currency: Vietnam Dong (VND) Description Unit Rate Quantity Total Nội dung cần chi Loại Đơn giá Số lượng Thành tiền 10.000.000 50.000.000 150.000.000 Pop-up truck rental Pop-up truck design Mobile Pop-up 5.000.000 Truck VND/day 50.000.000 VND /concept KOL, Influncers 50.000.000 /person PR Articles 5.000.000/post 40.000.000 Rose 50.000 VND/ 300 150.000 100 roses 13 Morra Proposal: Scent your way Description Unit Rate Quantity Total Nội dung cần chi Loại Đơn giá Số lượng Thành tiền Documents for the event 10.000.000 organization Envelopes for 20 1.000.000 30 30.000.000 journalists triệu/phông bì Standee, banner, triệu/trọn gói 2.000.000 10 triệu 10.000.000 backdrop MC Green Voice Total 302.150.000 Agency 30% x 302.150.000 = 90.645.000 VAT 10% 10% x (302.150.000 + 90.645.000) = 39.280.000 Final total 432.075.000 Covering three main stages of event operation 11 RISK MANAGEMENT Situations Solutions Raining Change driving date Damaged car Phone Contact for emergency repair Crowded At least guards 12 PRE-EVENT STAFFING • Rosters: Including groups • Organizers: ✓ Designation: Creative Director of APEX 14 Morra Proposal: Scent your way Name: Hồ Gia Cường In charge of: Working with client & planning event DESIGN TEAM ▪ Organizer Duties: design packaging, standee, backdrop, post Facebook - Instagram, create Tiktok clip PLANNING AND CONTENT TEAM ▪ Organizer ▪ Duties: Planning the event & Creating content for Facebook, Instagram, Tiktok LOGISTIC ▪ Organizer ▪ Duties: Rent and decorate cars, hire drivers, design the mobile pop-up truck and apply for parking permits at various sites EXTERNAL RELATIONS AND FINANCIAL TEAM ▪ Organizer Duties: Financial & Contact influencers and KOLs, post articles on social media, publicize parking sites and prepare this campaign 15 Morra Proposal: Scent your way PROCESS 2: ON THE DAY EVENT STAGING • Main stage decoration: MC stand in front the backdrop on press conference Pic 3: Main banner, designed by APEX • Equipments • Mobile truck Pic 4: Actual Morra Mobile Pop-up truck, designed by APEX 16 Morra Proposal: Scent your way Parking: For KOLs, journalists: go directly to the guest house/apartment with a mobile truck decorated according to the event's concept and increase the audience's curiosity before the event Pic 5: Actual Morra Pop-up Truck on Nguyen Hue Street 17 Morra Proposal: Scent your way For event truck: Pic 6: Where The Morra Pop-up Truck parking on Nguyen Hue street For passersby who are interested in the event - Parking lot of Vincom shopping mall: capacity of 2000 vehicles Pic 7: Where customers parking their motorbike Address: 72 Le Thanh Ton, ward Ben Nghe, District Opening hours: 8am - 11pm Fee: 10,000VND 18 Morra Proposal: Scent your way - Parking lot of Parkson Shopping mall: capacity 500 vehicles Pic 8: Another place for customers parking Address: 39 Le Thanh Ton, ward Ben Nghe, District Opening hours: 8am - 11pm Fee: ● 9,000 VND for about hours ● 12,000 VND for parking all morning ● 15,000 VND for parking all night ● 21,000 VND for the whole day And some other parking lots: ● Right at the corner of Ho Tung Mau - Huynh Thuc Khang street, address 117 Ho Tung Mau (opposite KOI The) ● Ho Tung Mau - Ton That Thiep junction (facing the pedestrian street) ● Next to Nguyen Hue apartment building (Lucky Plaza basement, 5000 VND, sent until 10pm) ● Behind the city theater, next to Circle K ● Bitexco main gate (spontaneous parking when the pedestrian street starts to block traffic) ● Parking at Bach Dang waterway bus station 19 Morra Proposal: Scent your way Notification about the traffic: - Morra mobile pop up truck complies with Vietnamese traffic laws: ensure speed, stay in the right lane, don't run red lights - Ensure a safe distance and not cause traffic congestion Toilet facilities: Public WC at Nguyen Hue AGENDA Time Format 5:00PM - 6:00PM Take journalists and KOL to Morra Headquarter, divide phase: - Phase 1: 5:00PM - Phase 2: 5:30PM 6:00PM - 6:30PM Pastry party with juice 6:30PM - 6:45PM Press Conference: Announcement of the project “Scent your way” 6:45PM - 7:15PM Receive questions from journalists 7:15PM - 8:00PM - Journalists take photos of Morra Mobile Pop-up truck to write news - KOL take photos with Morra Mobile Pop-up truck to post on their social media - Affiliate 8:00 - 9:00PM Take the guest to home 20 Morra Proposal: Scent your way ON THE DAY STAFFING Team APEX Agency TIME WORK NUMBER OF CONTENT 5:00PM - 6:00PM PEOPLE Take journalists and KOL to NOTE Morra - Driver - Morra Marketing Headquarter, divide Manager phase: - APEX Account - Phase 1: 5:00PM Manager - Phase 2: 5:30PM 5:00PM - 6:00PM Pastry party with juice Booking Vagabond The restaurant prepare 6:30PM - 6:45PM Press Conference: Announcement of the - MC - Speaker: Founder project “Scent your way” 6:45PM - 7:15PM Receive questions from journalists 3 representatives to answer press questions include: - Founder Morra - Giám đốc sản phẩm Morra - Giám đốc truyền thông Morra 21 Morra Proposal: Scent your way 7:15PM - 8:00PM - Journalists take Ekip Apex Agency photos of the Morra take the photos for Mobile Pop-up truck everybody to write news - KOL take photos with Morra Mobile Pop-up truck to post on their social media - Affiliate 8:00 - 9:00PM Take the guest to Driver home Buffet of the event Time: Press conference break ✓ Target participants: All participants of the Press conference ✓ Buffet’s menu: + Tea/Coffee/ Mineral water + Cookies/ Cakes + Fruit 22 Morra Proposal: Scent your way PROCESS 3: AFTER EVENT EVENT EVALUATION • Objective ✓ The aim of the event organizer is to improve the feasibility and to reduce risk ✓ Creating good reputation and good impression for students as well as artists ✓ Building long-term relationships with the artists and stakeholders • Planning - Are the performance activities in the correct order in the plan? - Did a problem arise? - How many incidents happened during the day on air, is it part of the project, part of the plan, more or less number of incidents than predicted? • Papers - Is it possible to obtain a parking permit on Nguyen Hue Street? Please how? Is it possible to apply before the on air date? Is the document valid or not? - Are invitations delivered to guests and journalists at the wrong time? Are there any missing cases? How was the missing case resolved? • • Media advertisement - Did social media really attract more people to the event that day? - Is the effectiveness of media advertising commensurate with the cost? Set up, decorate - Are there additional costs, and how much are they incurred? - Number of roses samples, surplus or shortage? 23 Morra Proposal: Scent your way - In the process of preparation, are there human incidents such as injuries, etc or not? Has management dealt with expenses adequately and satisfactorily? - Is there a case where the buffet supplier does not deliver or does it late? - How to fix the perfume dispensing table on the car so that it is not broken or damaged when moving? • Logistics - Did you encounter any problems on the way such as: broken bread, stolen, stoned ? - If the perfume/dispensing table is broken/damaged, how should it be handled immediately? - Are there obstacles at the stop such as: market manager checking, is the area chasing? • With such a situation, who handled it, and how? Personnel - Is the number of employees involved adequate? - Is the number of employees that day enough to market to customers? - Are there situations, customers waiting, employees not marketing, or quarrels between customers and employees? • Organization of implementation - Is the job completed on time? If the completion is slower than the set schedule, at what points did the process go wrong? Did you see the error? • - Does management follow up on implementation progress? - Are employees really focused on getting things done? Coordinating events, solving risks 24 Morra Proposal: Scent your way - How many incidents happened during the day on air, is it part of the project, part of the plan, more or less number of incidents than predicted? - In detail, who solved the incident, how and whether the results were satisfactory or not? • General evaluation after the Event - Rate each activity: Pass or fail - Summarize the above results to evaluate this event EVENT FEEDBACK Channel/ Press/ Journal Morra Fanpage Detailed information … views/ likes/ comments • Positive feedback: … comments • Negative feedback: … comments Morra Instagram Thanh Niên news Kenh14 Vietcetera Kaity Nguyễn Fanpage Facebook Kaity Nguyễn Instagram Cô Em Trendy Fanpage Facebook Cô Em Trendy Instagram Wren Evans Fanpage Facebook 25 Morra Proposal: Scent your way Self- Evaluation No Criteria Team Well-prepared script, Content Team Completion level make idea for the media post Rent and decorate Logistic Team cars, apply for parking permits at various sites Prepare the event at store (decorate, prepare food for buffet Planning the event & Communication and Creating content for Marketing Team Facebook, Instagram, Tiktok Design packaging, Design team standee, backdrop, media publications Financial & Contact influencers and External Relations and Financial team KOLs, post articles on social media, publicize parking sites and prepare this campaign 26 Morra Proposal: Scent your way THANK YOU LETTER Dear our valued customers, journalist brother/sister, KOL First of all, Morra would like to send our best wishes for health and sincere thanks to our valued customers and partners for coming to the company's Scent your “way” event On February 7, 2022, Morra held the event "Scent your "way" to launch new products at 433-435 Hoa Hao, ward 5, dist 10, Ho Chi Minh city and get your attention The launch event of Scent your "way" would like to send our deepest thanks to all of you Thank you for your time and affection to attend with Morra The launching event took place extremely successfully with the participation of guests who are excellent and loyal members of us We believe that, with this product launch, customers will have explosive and impressive moments The success of the launch is due to your interest and trust in the company Therefore, we always know that your support and trust are invaluable assets of our company To achieve this, we always release new products constantly to always satisfy our customers at the highest level Once again, we would like to sincerely thank you for participating in the company's product launch Surely the product launch has many shortcomings, so we hope to receive your understanding and forgiveness At the same time, we look forward to receiving your comments to make the product more and more perfect Best regards! 27