Kế Hoạch Truyền Thông Marketing Cho Cao Đẳng Quốc Tế Kent

Source: TNS/Google 2014: Connected Consumer Study – Results Vietnam Most of these channels are used on PC & Mobile  To help our campaign to easily reach to the target customer at anytim

Digital Marketing plan

2015

1 POTENTIAL MARKET

Source: TNS/Google (2014): Connected

Consumer Study – Results Vietnam

Most of these channels are used on PC & Mobile

 To help our campaign to easily reach to the target customer at anytime, anywhere

Search + Visit social networks are the common habits when online from Vietnamese internet users

1 POTENTIAL MARKET

Source: TNS/Google (2014): Connected Consumer Study – Results

Vietnam

The target customers (aged

16 – 22) increase to use smartphone in 2014 That advantages for us reach target easily

1 POTENTIAL MARKET

The target customers (aged

16 – 22) reach high rate for online Google & Social Network in 2014

Source: TNS/Google (2014):

Connected Consumer Study – Results Vietnam

1 POTENTIAL MARKET

VIETNAM HAS SUBSTANTIAL LOCAL SOCIAL NETWORKING

1 POTENTIAL MARKET

1 OVERVIEW 2014

Through the CTR rate

of each campaign that runs for scientific

interest level is relatively high

We should focuse attention on the need for English program and college course

1 OVERVIEW 2014

The customers are interested in the international college & English program that are proportional with the concern from banner advertising

 ADVANCED DIPLOMA PROGRAM

1 STRATEGY 2015

Campaign Message

Study Bachelor program in

Australia at the low cost

program

VIETNAMESE PROGRAM WITH ENGLISH COMPULSORY

Students can save time and cost to study oversea get bachelor degree

STUDY OVERSEA PACKAGE PATHWAY GUARANTEE

KIC will own qualified and competitive products that

satisfy needs of customers & different from other

competitors

 SHORT COURSES PROGRAM

1 STRATEGY 2015

CUT INEFFECT IVE PRODUCT

S

CREATE NEW GOOD PRODUCT

S

BENEFIT MAIN COURSES

KIC WILL BECOME A CENTER:

- Qualified & academic at English Education

- Offer various solutions for stable jobs or higher

education

2 CAMPAIGN OBJECTIVE

Diploma.

SEO and Google Adword campaign.

 Big and creative ideas in Digital

campaign that win big engagement

from target customer and lead to

actions

interaction New fanpages for short

 2015 Challenges:

very famous online (such as: PSB College, Broward

College )

and building people awareness about KENT.

Females & Males (A, A+, B; Aged 16-22 )

2 CAMPAIGN OBJECTIVE

3 TARGET AUDIENCES

PEOPLE FROM 16 – 22 YEARS OLD

DEMOGRAPHICS

 Young female & male, living in urban areas.

 Income: A, A+, B, HCM and near provinces,

worry of wrong decision

 Students, high school graduates,

unemployees, working people (fresh

graduates or junior level who want to enrich

knowledge or change career path)

 High school graduates: who not yet study at

any college OR fail/get boring in the first

choice, looking for better place to study

 Want to stay connected & updated all the time on FB to express thoughts/feelings/POV towards hot topics

 Affected by viral content across social channels and likely to share

 Search information ( food, entertainment, social relationship, love, rumor…)

INSIGHTS

4 ORIENTING IMPLEMENTATION

I saw KIC

communicate ADV

DIP & Short course

via Digital & Social

Media.

I access KIC Facebook, Fanpage

& Education forum

on Digital to get more information.

I join KIC study workshop to get more information and

receive the advisory from consultants.

I decide to join ADV DIP/ Short course at KIC to enrich my

knowledge and for better career path

BTL

Quality User

Kent.edu.vn

SEM, FB Ads, GDN Email Mar, Wifi Mar, Banner ads…

out

Remarketing

by GDN, Facebook Ads

5 IDEAS

Our Customers…

• Are young, creative, spending much time for online

• Would like to study Business Management, Business

Development, design…

• Are going to graduate from High school

• Want to have a good job after graduating

• Want to have an international diploma.

5 IDEAS

But they ….

• Don’t have a clear vision for their future career.

• Haven’t recognized the need.

• Don’t know which school to study.

Online Contest: Share Your Dream Career!

5 IDEAS

We organize a big ONLINE CONTEST to awake student to aware them about

their future Career

o Firstly, we build content for our fanpage : What is

Business Management? Business Development?…then show student what are the jobs after studying these Courses to awake the need Content is very important

Content is the key to our online campaign.

o Create our Big Online Contest on Fanpage: “Share

your dream Career” to make target customer engage

(High School Student) Share as Comment

o Prize: TBC

o Create FB event: Collect information and make ppl

register for the Workshop

o Use Retargeting Code for them to see us everywhere on

Facebook

Co-operate with well-known

5 IDEAS

o Winners from the Contest will be invited to the workshop

to receive Prizes and share their thought

o Invite High School students, parent…to the workshop

o Students share their dream careers, parent share their thought

o Invite famous Speakers, CEO of well-known

companies to share at our Workshop.

Focus on our WORKSHOP

o Register for 1 Day Experience at Kent.

o Receive Career Tool Kit ( Career after studying our

Course )

5 IDEAS Viral for the WORKSHOP!

FB Ads, FB Event

Famous Fanpages and Influencers Print Ads

Short Courses Communication

Advanced Diploma Communication

Feb ’15 Mar ’15 Apr ’15 May ’15 Jun ’15 Jul ‘15 Aug ’15 Sep ’15 Oct ’15 Nov ’15 Dec ‘15

SEM, GDN, FB, WIFI, FORUMS, BANNER ADS

SEM, GDN, FB

Worksho p

FACEBOOK ADS

Suggested

Page / Post

Position : News feed

Diploma Program and 10,000 Fans for Short

Course Program

understanding how influence KENT is to

target customers

FACEBOOK ADS

Unpublished Post

Position : News feed Objective

 Increasing reach frequency to users

 Link to website, fanpage

Effective

Diploma Program and 10,000 Fans for Short Course Program

 Usually using for promote some programs that lead to website: register course, academic, email …

SEARCH ENGINE MARKETING

SEARCH ENGINE MARKETING

GDN

1) Format: Text, Image, Video.

2) The ads are allowed appearing with

a lot of sizes at a lot of positions that belong Google page system.

3) Combining GDN & Google Search helps you approach 93.3% user.

 80% promoting the purchase decision.

 41% increasing the traffic to website.

 136% increasing the search about brand.

Ads are triggered when matched to relevant page content or specifically targeted by advertisers

Users are visiting pages that relate to their needs, interests or profile and are

not proactively looking for ads

1 Out website

2 marketing

More Successful With

ADVANCE DIPLOMA

GDN – Remarketing on

website

Action taken on by companies to reintroduce

a product or service on Youtube To bring visitor as potential consumer who have visited your website to revisit the website of Kent.

Youtube

YOUTUBE CHANNEL

 Number 1 Video Channel in Vietnam.

 90% internet users are watching online videos.

 691 online videos are watched every second.

WIFI MARKETING

Ad:

couponL anding page

URL1

Ad: App downloa

d URL6

Ad: Quiz, SurveyLanding page URL5

Ad:

Form Filling Landing page

URL4

Ad: Social LoginLanding page URL2

Ad: Video Watching Landing page URL3

Location Based Marketing

Mobile Marketing

Social Media

SO-LO-MO

6 Methods for interaction:

• Social Login: share + Like

fanpages+ visit Landing page

• Video watching: watch full video

+ visit Landing page

• App download: Watch Ads of

App and visit to store

• Quiz, survey, form: Do an action

to complete survey, form

• Visit landing page+ Coupon :

Get coupon, go to landing page to

redeem voucher.

• Text match: text the name of

brands to login-go to landing page

Product range

Item Description Price for Clients

(VND)

Case Study Voulume of campaign Number of click

Apollo English, Techcom Bank

WIFI MARKETING

COST ESTIMATION &

KPIs 1 Advanced diploma program

ĐVT: VNĐGiá chưa VAT

COST ESTIMATION &

KPIs 2 Short course

ĐVT: VNĐGiá ch a VATưa VAT

WHY CHOOSE US???

Experienced partner!

We have 25 years experience inonline marketing services

Former Partner

We understand what KENT needs

Satisfaction guaranteed

We guarantee to offer you best services in online marketing at what we are master

Competitive price

Amazingly competitive for close partner

WHY CHOOSE US???

PARTNERS

In the field of Education, We are good partner with: Hoa Sen University, University of Natural Sciences, Victoria University, University of Economics HCMC, Hong Ha High School…

AND…YOUR FORMER PARTNERS!

Digital Media Supervisor

+84-902 663 775  trannguyen@panpages.com  

Nguyễn Thị Nhã

Trân