group assignment mkt304 omeezs imc plan thêm đơn cho trái đất thêm xanh

Omeez is the first Intensive Affiliate Marketing Platform inVietnam belonging to an affiliate platform that helps businesses grow through affiliate marketing is aPlatform in the field of

FPT UNIVERSITY- CAMPUS HO CHI MINH

GROUP ASSIGNMENT [MKT304] OMEEZ'S IMC PLAN – THÊM ĐƠN CHO TRÁI ĐẤT THÊM XANH

Course: MKT304

Lecturer: Phó Thị Mỹ Hạnh Group: Winx

Group members

Thành phố Hồ Chí Minh, 01/07/2023

TABLE OF CONTENT

ABSTRACT 4

I INTRODUCTION 5

1 Overview 5

2 Brand Positioning and Brand Essence 5

3 Mission and Goals 5

II ANALYSIS OF INTERNAL AND EXTERNAL 5

1 Internal analysis ( SWOT ) 5

a Strength 5

b Weakness 5

c Opportunity 6

d Threat 6

2 External analysis (STP Strategy Segmentation) 6

a Segmentation 6

b Targeting 6

c Positioning 7

III CUSTOMER INSIGHT 7

1 Merchant 7

2 Publisher 7

IV DEVELOP INTEGRATED MARKETING COMMUNICATIONS PROGRAM 7

1 Key strategic decisions 7

1.1 Marketing objectives 7

1.2 Communication objectives 8

1.3 Campaign Target Audience 8

a Publisher 8

b Merchant 8

2 Creative Strategy 9

2.1 Development of Creative Idea 9

2.2 Detailed explanation and Mock-ups (Tangible Executions) across all media 10

3 Media Plan 10

3.1 Justification of IMC Tool Selected 10

a Advertising 10

b Public Relation 10

c Digital/ Internet Marketing 11

3.2 Justification of Media Vehicles Selected 11

a New Media - Social Media, Internet 11

b Traditional Media – OOH 12

3.3 Media Objectives 12

3.4 Timeline 12

3.5 Media Calendar 13

4 Budget Determination 14

4.1 Set tentative marketing communications budget 14

4.2 Allocate tentative budget 14

5 Evaluation and Control 15

V CONCLUSION

VI REFERENCE 16

This report interprets the IMC (Integrated Marketing Communications) plan for an Omeez affiliate marketing app Affiliate marketing is a new platform in Vietnam It is used by businesses to expand their reach and increase sales by partnering with brands to promote their products or services The IMC plan presented in this article aims to give a complete and creative plan to attract Publishers, Merchants, and Mentors The IMC plan started with the introduction of the first intensive affiliate marketing app in Vietnam - Omeez Next, a thorough SWOT analysis of this platform, customer segmentation, and consumer behavior analysis The main objectives of the campaign include bringing

to the client and the community the expertise of creating true value and genuine trust In addition, the cooperation with the non-profit organization Tree Bank aims to create a "green" affiliate community, creating a "green" sales channel for the brand The IMC plan combines many marketing tools, such as Digital/Internet Marketing, Public Relation (PR), and Advertising Each tool is strategically selected

to match the interests and behavioral patterns of the target audience Overall, this IMC plan presents

an affiliate marketing platform green campaign Ensure a cohesive and impactful campaign within 6 months

I INTRODUCTION

1 Overview

Omeez digital development joint stock company belongs to Omega Group (A group Leading Performance Marketing Agency) Omeez is the first Intensive Affiliate Marketing Platform in Vietnam belonging to an affiliate platform that helps businesses grow through affiliate marketing is a Platform in the field of Intensive Affiliate Marketing first in Vietnam Publisher is provided with affiliate marketing-based monetization utilities, with the support of experienced Mentors (Omeez, 2023)

2 Brand Positioning and Brand Essence

Omeez's brand positioning is a true professional community with mentors with deep expertise in fields such as finance, economics, who can lead for Publishers (Omeez, 2023) Since then, the mission and true nature that Omeez wants to bring to customers and the community is the expertise that creates true value and genuine trust

3 Mission and Goals

Omeez's goal and vision are to create a "green" affiliate community Create a "green" sales channel for brands From there, its mission is to create appropriate and quality distribution links for its customers

II ANALYSIS OF INTERNAL AND EXTERNAL

1 Internal analysis ( SWOT )

a Strength

Affiliate Marketing Expertise: This is the pioneer specialized affiliate platform in Vietnam, where they provide useful solutions for businesses that can grow through this platform Strong Partner Network: Omeez has established partnerships with reputable brands and platforms including Shopee, Lazada, and Tiki.vn, Tiktok, Root Digital and Omega Martech (Omeez, 2023) These partnerships offer growth and networking opportunities with more marketing opportunities

Unique "Dual Income" model: Attractive commissions with a dual income mechanism, learn from those who have gone before and have the opportunity to become an expert or mentor to increase income, have a dedicated community to share the experience This particular model can appeal to affiliates and

businesses looking for a new source of revenue

b Weakness

Limited market reach: While Omeez operates in Vietnam, the company's market reach will be limited

to this specific geographic region and hinder potential growth opportunities in other regions and other markets

Depends on partner platform: Omeez's success will depend on the strategy and terms of partner platforms including Shopee, Lazada, and Tiki Any changes to the policies or terms of partner platforms will affect Omeez's profits and revenue

c Opportunity

The affiliate marketing industry is growing: The affiliate marketing industry is witnessing strong growth around the world Omeez can capitalize on this trend by growing its network, opening branches, and collaborating with new brands and platforms

Growing demand for ethical and sustainable marketing: Omeez is focused on building a "green" affiliate community and developing eco-friendly sales channels that match the growing demand through sound and ethical marketing efforts This is an opportunity to make a difference globally

d Threat

Fierce Competition: Omeez may face competition from established affiliate networks and emerging platforms, which may affect its market share and growth potential

Regulatory challenges: The affiliate marketing industry is subject to regulations and policies that may vary from market to market Omeez needs to stay up to date and comply with relevant regulations to avoid legal and operational challenges

2 External analysis (STP Strategy Segmentation)

a Segmentation

Market segment: Omeez focuses on the Vietnamese market and actively seeks partners, Publishers, and Merchants across the country Omeez aims to make its platform easily accessible to everyone and will probably become a pioneer in the field of affiliate marketing in Vietnam

Demographic segment: The market that Omeez targets are the young and middle age audience of all genders, especially those who want to earn passive income such as online earners and students Psychological segment: The young and middle-aged generation who are dynamic and flexible, are conscious of investing or want to earn another source of income besides their current main job

b Targeting

Nondiscriminatory Marketing: Omeez will create a general message with the benefits of participating

in using passive income on Omeez's platform and also engaging with Omeez will help participants and merchants contribute part of myself creating a "green community" for the purpose of protecting the environment through Omeez's partner, TreeBank

Differentiated Marketing: Young or middle-aged people who want to earn an additional source of passive income outside of their main job as well as a target group with an interest in finance, economics, and the environment Especially students or housewives

c Positioning

Omeez is one of the pioneers in the field of affiliate marketing in Vietnam Omeez is committed to bringing attractive and genuine privileges such as attractive commissions with dual income mechanisms, learning from mentors who have gone before, having the opportunity to become an expert, having mentor to increase income and there is a professional community to share experiences (Omeez, 2023) This has made Omeez more special than ever and affirmed its position in the Vietnamese market

III CUSTOMER INSIGHT

1 Merchant

Enterprises understand that environmental protection and green growth are opportunities for sustainable business development and contribute to solving social problems They are aware of the importance and benefits of this Businesses understand that they have a responsibility to minimize their negative impact on the environment and make a positive contribution to the protection and improvement of the environment They take specific measures such as reducing pollution, conserving nature, responding to climate change, and actively communicating with consumers, communities, and stakeholders In this way, the business is making a positive impact in protecting the environment and contributing to sustainable development (Nguyen & Nguyen, 2016)

2 Publisher

Some Publishers and KOLs are interested in environmental protection and green growth because it brings business benefits, improves reputation, and expands the market They are also aware of their role in solving social problems and complying with environmental laws By making a positive impact, they promote awareness and action for environmental sustainability (Nguyen, 2021)

IV DEVELOP INTEGRATED MARKETING COMMUNICATIONS PROGRAM

1 Key strategic decisions

1.1 Marketing objectives

Market Share - The primary marketing objective was to co-develop a new marketing strategy with the non-profit organization - Treebank This led to increased awareness of the green affiliate marketing platform Omeez in Vietnam This will in turn increase awareness among target customers, create a green community and improve market share Currently, Omeez has more than 150,000 Publishers, more than 1000 Advertisers, and more than 50 Professional Mentors in all fields (Omeez, 2023) We aim to increase Omeez's brand value from Omeez x Treebank by at least a 30% increase in platform registrations after 6 months Omeez's ultimate marketing goal is to become the largest green professional affiliate marketing platform in Vietnam

Audience - We hope to measure how well our campaigns reach our target audience by measuring consumption in specific demographic groups We aim to increase more than 55,000 Publishers, increase more than 300 reputable Merchants and increase more than 50 Mentors

1.2 Communication objectives

Omeez wanted to use her effective tagline and advertising to increase brand recall and recognition, both of which contribute to brand awareness We aim to help consumers understand the rationale behind our slogan and brand concept This helps consumers connect with the brand and trigger a desire to use this affiliate marketing platform The main goal is for consumers to better remember and recognize the brand through a marketing campaign By the end of the campaign, we hope that 1% of the Vietnamese population will recognize Omeez as a reputable affiliate marketing platform The high commissions and high quality of our platform are important brand attributes that we aspire to convey

to our audience

1.3 Campaign Target Audience

a Publisher

Omeez's target audience is Publishers who want a comfortable freelance job with high income, flexible income sources, and Advertisers who want to expand the company's distribution channels and want to save maximum costs of human resources, time, and hiring costs as well as will increase revenue for the business with high efficiency and will convey the message of the business Because users have a common age attribute, Omeez was introduced to target young people because they are more likely to want to earn extra income Geographically, the user profile that Omeez specifically targets could be those living in urban/semi-urban areas where 18 to 30-year-olds are literate Psychologically, Omeez users tend to want to do freelance, comfortable jobs and have a moderate socioeconomic location Subjects who want to earn extra income, appreciate independence and freelance work

b Merchant

Our target audience is businesses that are aware of the importance of environmental protection and green growth In terms of demographics, we do not limit the audience by specific age or gender but focus on environmentally conscious businesses that want to implement environmental protection measures in their business activities Psychologically, we believe that environmentally conscious businesses often have specific values and ideas, focusing on protecting the environment and contributing to sustainable development They have a sense of responsibility and a desire to contribute

to society Geographically, we look forward to cooperating with businesses operating on a large scale, contributing to the sustainable development of both the region and the country

2 Creative Strategy

Creative strategy is defined as an outline of launching campaigns regarding what message, to whom, and with what tone, using a deliberate and strategic approach to achieving goals to convey the intended message The strategy for this shows that Omeez is the first in-depth affiliate marketing platform in Vietnam and creates a “green” affiliate community, creating a “green” sales channel for brands when combined with Treebank As the MMO market is growing globally, it is predicted that people will try this online money-making platform This will expand the consumer audience by targeting people who are looking for freelance, high-paying jobs

The use of traditional and new media such as television advertising, radio advertising, newspapers, magazines, signs, billboards, and internet advertising In addition, to match the intended message of the new product launch, a campaign will be designed as a story about introducing an intensive and effective affiliate marketing platform through a tree planting campaign online created to attract customers to participate, the participants will plant trees online, and protect the earth

2.1 Development of Creative Idea

Creativity is an important factor determining the effectiveness of advertising In addition, young people will be the main target market Moreover, this group is also known for actively looking for more jobs and wanting to live greener This innovative strategy will solve the problem of customers looking for an in-depth and “green” affiliate marketing platform So Omeez x Treebank would be a perfect project for this consumer audience An advertisement to increase awareness with the message

“Thêm đơn cho Trái Đất thêm xanh” has been proposed The advertising's message comes with green, in-depth, and reputable elements that will attract and create the attention of this platform Participants will plant trees online, and protect the Earth by posting 2 articles on Facebook and Tiktok platforms with the condition that the article must link to a product from Omeez, create content introducing that product, and tag 3 friends with hashtags "#Omeez", "#ThemdonchoTraiDatthemxanh" will plant a

tree After the campaign ends, the number of trees planted will be publicly announced on the Omeez fanpage The main communication content of this promotion and campaign is to create awareness about the importance of protecting the environment in this modern society and to target those who have been and want to make money online and those who want to make money online care about the environment

Additionally, the team will look at using celebrities to promote this Omeez x Treebank green affiliate marketing campaign The goal of this innovative strategy will be to attract new Publishers and Merchants, raise awareness of the Omeez platform, and generate sales potential

2.2 Detailed explanation and Mock-ups (Tangible Executions) across all media

Advertising on new media including social media such as Instagram, and Facebook will be the main communication option to promote Omeez's strategy, because of its ability to reach a wider audience

In addition, advertising on the Internet is the fastest advertising medium and costs much less than other mediums Therefore, Omeez suggests using Internet impressions (banners/remarketing) to show targeted advertising to visitors of certain websites to drive more traffic to the website

To achieve potential national and international coverage, Omeez also recommends using outdoor billboard advertising, which includes posters, signs, and billboards placed in a defined geographical location designated as the bus entrance, or the entire bus body

Overall, using these communication strategies helps Omeez achieve greater impact and audience engagement and engagement, along with the ability to drive traffic to Omeez's website

3 Media Plan

3.1 Justification of IMC Tool Selected

The integrated communication tool chosen for this Omeez x Treebank campaign is a combination of Advertising, Public Relations, and Digital/ Internet Marketing The combination of these two tools will help the Omeez campaign achieve its marketing goals in a more comprehensive way They complement each other, enhance each other's effectiveness, and help maximize the effectiveness of a marketing campaign Combining these three tools will help Omeez build a brand, increase brand awareness, create good relationships with customers, and enhance brand trust and reputation

a Advertising

Advertising tools are used to help Omeez campaigns reach their target customers through various advertising channels such as newspapers, radio, online, and more Omeez campaigns can use advertising tools to bring their message to their target customers through online advertising channels