REPORT: COMMUNICATION PLAN FOR VIETGIGS 2101060005 — Neuyén Thuy An
2201060056 - Vũ Thị Thu Phương 2201060009 - Trần Ngọc Anh 2201060068 - Nguyễn Lê Huyền Trang 2301060054 - Nguyễn Thị Minh Phương
2201060034 — Lê Thị Linh
Bùi Thị Ngọc Sang
Trang 2Contents
I, ANALYZE VIETGIGS AND THE DIFFERENCES AMONG OTHER PLATFORMB 3 1 ANALYZE VIETGIGS - 5 nà 91111 HT HH Tu Tà HH HT Tà TH Tà ghe 3 2 DIFFERENCES AMONG OTHER PLATFORMS 3 TL CUSTOMER PERSONA Sàn HH HH Hà KH nọ Tà Tà Hà KH Tà Hà Tà Tà 7 1 Demographic ÁnaÌySIS 5 (SH TH HH Tu TH TH HH HH TH TH TH nh nàn te 8 2 Platform Features and Se€rVÏCeS - - cà và HH TH HH HH HH HH Hư 8 3 Psychographics 8 4 Lifestyle 9 TH CUSTOMER JOURNEY MAP AND TOUCHPOINTT Hà HH HH kê, 10 1 Awareness 10
TV SIGN-IN AND ANALYZ.E WEBSITE INTEREACCTE - Gà, 12 1.SÏET-ÏHI SH SH HH TH HT HH Tu TH TH TT HT TH HT H0 0 0 và 12 2 Analyze website interface: 12 V, COMMUNICATION PLAN 12 VI REFERENCES 13
Trang 3I, ANALYZE VIETGIGS AND THE DIFFERENCES AMONG OTHER PLATFORMS 1, ANALYZE VIETGIGS
Those three freelancer web platforms mentioned in this report, namely Freelancer, Vietgigs and
Vlance, establish a set of essential criteria to ensure the success of their users based on four criteria: Consider authorship, evaluate the audience, determine the institutional purpose, analyze
the content and identify creative techniques
The first criterion is to consider authorship of each freelancer web platform Their main objective is to build and enhance value for the vibrant freelancer community in Vietnam By considering authorship, they aim to empower and acknowledge the creative professionals who contribute their skills and expertise to the platform They understand that recognizing and respecting the authors behind the work not only fosters a sense of ownership and pride but also promotes a culture of collaboration and mutual respect within the freelancer community As a consequence, those freelancer web platforms ensure that freelancers receive proper credit and respect for their contributions
The second criterion focuses on evaluating the audience, mainly focusing on four audiences:
freelancers and independent professionals, startups, non-profits and NGOs, and students Each
audience has different needs and considerations Freelancers and independent professionals, for instance, typically offer their services and look to find clients Startups often have limited resources and look to scale operations without the need for full-time hires Non-profits and NGOs frequently have limited budgets and look to find cost-effective solutions Students, on the other hand, are often looking to gain experience or earn income
The third criterion is to determine the institutional purpose, which is to provide a centralized and efficient marketplace for freelancers and clients to connect and collaborate on various projects These platforms aim to facilitate the seamless exchange of services, enabling freelancers to showcase their skills and find work opportunities while allowing clients to easily find and hire the right talent for their needs The institutional purpose also involves creating a trusted and
secure environment where freelancers and clients can interact, negotiate terms, and ensure fair
compensation Ultimately, it involves aligning the freelancer's goals with the overall objectives of the platforms
The fourth criterion emphasizes analyzing content thoroughly via two main factors, value and point of view Value involves assessing whether the content provides valuable insights, information, or solutions that meet the needs of the intended audience It offers practical and meaningful contributions to the subject matter at hand Along with, point of view involves understanding the perspective or bias from which the content is presented, determining the objectivity, credibility, and potential limitations of the content It allows for a more comprehensive evaluation of the information and enables readers to critically assess the author's intentions, potential biases, and potential impact on the overall message conveyed
2 DIFFERENCES AMONG OTHER PLATFORMS
Freelancer Vietgigs vLance
Trang 4information such as personal
information, job
competencies or the company field of work These requirements are always provided with specific
categories, including — graphic design, website
development, mobile app development, software development, internet marketing,
data entry, writing,
and more This
variety allows users
to find freelancers or freelance jobs in various fields
Competitive
Bidding System: The website
GUI Having a well- designed and intuitive GUI enhances the
overall user
experience on Vietgigs., allowing
freelancers and
clients to navigate the
platform easily, find relevant information,
and access the
features they need efficiently It
simplifies the process of creating profiles, posting projects, and searching for freelancers, making the platform more accessible and enjoyable to use
User Interaction:
The quality of user
interaction on
Vietgigs is crucial in fostering a positive user experience The platform facilitates
smooth and efficient communication between freelancers
and clients, offering messaging systems, project collaboration
tools, and feedback mechanisms Effective user interaction enhances collaboration, builds trust, and streamlines the workflow,
resulting in better
vLance is considered as the largest freelance Job platform in
Vietnam at the
present time
vLance is a community of more than
400,000
freelancers 1m Vietnam and abroad, so
customers can
rest assured to find work
here.feedback from clients vLance.vn is an efficient and secure freelance
job website in
Vietnam It
provides online working _ tools
that allow both
parties to work
and communicate
directly, minimizing unnecessary disputes and
risks
vLance focuses on projects that can be completed within a certain period of time
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employs a competitive bidding
system, where
freelancers can submit their proposals and pricing for a project This allows employers to compare different offers and choose the one that best fits their requirements and budget
Payment Protection:
Employers are guaranteed to only release payments
when they are
happy with the freelancers’ work thanks to the milestone-based payment system, This guarantees that the transaction 1s
satisfactory to both
parties and offers a certain amount of protection
User-Friendly
Interface: The website has a user- friendly interface
that makes it easy
for both employers and freelancers to navigate and use the platform The search and filtering
project outcomes and client satisfaction Clear Description of Job Categories: Job categories create a structured
classification system that groups similar types of freelance work together This arrangement helps users easily identify and navigate through the different fields or
industries they are
interested in For example, categories like web development, graphic
design, movies and animations,
programming and
technology, music and sound, business
and furthers provide clear indications of the specific areas of expertise available
and not long-
term jobs, so
anyone can participate in
activities on this website Besides, vLance.vn also creates an online website where users can work and resolve all
disputes right on
the system
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options help users find relevant projects or freelancers quickly
for projects, which
may drive down prices This can make it challenging for freelancers to earn higher rates and for employers to find freelancers within their budget
Quality Control:
With a vast number of freelancers, ensuring consistent quality can be a challenge Employers need to carefully review freelancers' profiles,
portfolios, and
reviews to find reliable and skilled professionals
Language Barrier: The website
primarily caters to
the Vietnamese market, which may
create a language
barrier for non- Vietnamese users While the website
Quality control:
Without a screening
process for freelancers, the
platform may struggle to ensure consistent quality across the services offered This can lead to clients receiving subpar work or freelancers facing
unfair competition Communication barriers: The platform does not provide effective
communication tools and the website can not be translated into
other languages (just Vietnamese and English), therefore freelancers and
clients may face
difficulties 1n discussing project requirements, clarifying details, or resolving issues This can lead to misunderstandings and delays in project completion
Competition and
pricing pressures: If
Charge Fee: vLance charges
users a_ fee,
starting from 4,000 VND/day
This fee can be a barrier for
some
freelancers,
especially beginners Compared to
other freelance
platforms,
vLance.vn's fee 18 considered
average Unoptimized
Interface: The interface of vLance.vn 18 considered to be outdated and not as intuitive as
other platforms Finding jobs and managing projects can be
difficult due to
the unoptimized
interface High competition:
vLance.vn is the largest freelance platform in
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additional language support
Service Fees: The website charges fees for using its platform, including project fees and additional charges for premium
features (For fixed
price projects, a fee of 3% or $3.00 USD) These fees can add up and impact the overall project cost for employers and the earnings for freelancers
the platform 1s crowded with a high
number of freelancers
offering similar
services, it can create
intense competition and potentially drive down prices This can
make it difficult for freelancers to earn a fair income and sustain their businesses Unfamiliar user
interface: Since this website is a new platform for obtaining freelance work, some users may find it difficult
to use and may even
be hesitant to utilize it as a job search tool
Vietnam, with over 400,000 freelancers
participating
This leads to
high competition among
freelancers,
making it more
difficult to find suitable
projects
Limited payment methods: vLance.vn only
supports payment via
local banks, which can be inconvenient for international freelancers This limitation can deter
international freelancers from
joining the platform or make it less attractive compared to other freelancer web platforms that offer a wider range of payment options
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Il, CUSTOMER PERSONA
In the ever-evolving landscape of digital platforms, Vietgigs emerges as a beacon of diversity, catering to a dynamic range of users This comprehensive report delves into the demographic and psychographic aspects of Vietgigs users, shedding light on the platform's unique appeal and its role in connecting freelancers with diverse job opportunities
1 Demographic Analysis
Age: Vietgigs strategically targets the vibrant and ambitious demographic of individuals aged 18 to 30 This age group is characterized by its active pursuit of professional growth and income generation (Hao Zhao, 2021) Vietgigs acknowledges and caters to the specific needs and aspirations of this dynamic segment, recognizing the importance of their energetic approach to work and life
Sex: Vietgigs stands out as an inclusive platform, welcoming users of all genders The user base reflects a harmonious blend of diverse gender identities, creating an environment where equality and inclusivity thrive The platform is committed to providing an open and supportive space for individuals regardless of gender
Income: The income spectrum of Vietgigs users spans middle to upper-middle-income levels, showcasing the platform's adaptability to a variety of economic backgrounds Job postings on Vietgigs reflect this diversity, with compensation ranging from 50,000 to 10,000,000 Vietnamese Dong This broad range ensures that individuals with different financial aspirations find suitable opportunities on the platform
Occupation: Vietgigs attracts a diverse range of professionals, students, and skilled workers
from various sectors, including graphic design, IT, digital marketing, animation, and
interpretation This occupational diversity enriches the platform, presenting a multitude of skills and expertise to potential clients (Kathryn White, 2015) Whether users are seasoned professionals or students starting their careers, Vietgigs offers a platform for showcasing and acquiring diverse talents
Ethnicity: Vietgigs takes pride in its commitment to serving the Vietnamese community, tailoring its services to address the unique needs and preferences of this ethnic group By prioritizing cultural relevance, the platform establishes a strong connection with its user base, ensuring an authentic and resonant experience for individuals within the Vietnamese community
2 Platform Features and Services
Vietgigs positions itself as a user-centric platform with a commitment to facilitating seamless interactions Key features, including intuitive job search functionalities, robust job posting capabilities, and access to a pool of high-quality freelancers, underscore the platform's dedication to user satisfaction (Ralph Tench, 2002)
Acting as an intermediary entity, Vietgigs safeguards the rights of freelancers and clients through transparent transactions and secure payment processes This commitment to trust and reliability solidifies the platform's role as a facilitator of fair and secure environments for professional collaborations (Peter Kuhn, 2004).
Trang 93 Psychographics
Vietgigs recognizes three distinct psychological types among its users:
Job Seekers: Freelancers actively seeking suitable employment opportunities find a haven on Vietgigs The platform serves as a bridge connecting their skills with potential job opportunities, empowering them to pursue their professional goals
Recruiters: HR departments from various companies leverage Vietgigs to discover promising freelancers The platform's diverse user base allows recruiters to tap into a pool of skilled individuals, streamlining the hiring process and fostering meaningful professional connections Comparators: Individuals interested in understanding the HR practices of different businesses tum to Vietgigs as a valuable resource The platform provides insights into industry trends, helping users make informed decisions about their professional endeavors
Blog Readers: Vietgigs caters to individuals who enjoy reading blogs, offering a wealth of
information and insights related to freelancing, job markets, and industry trends 4 Lifestyle
The audience of the platform is multifaceted, encompassing a diverse array of individuals and entities with distinct roles and objectives Among them are freelancers, a dynamic group of skilled professionals who contribute to the platform by offering their expertise, talents, and services across a broad spectrum of fields These freelancers specialize in areas such as graphic design, programming, writing, marketing, translation, and video production, forming a dynamic and versatile workforce that caters to the diverse needs of potential employers
On the other side of the platform are employers, a category that includes both individuals and businesses actively seeking to engage the services of freelancers for specific projects or tasks These employers vary widely in their backgrounds and scale, ranging from small businesses and startups to large corporations, entrepreneurs, and even individual clients seeking specialized professional services This diverse pool of employers ensures that the platform is a dynamic marketplace where freelancers can find opportunities that align with their skills and where employers can access a wide range of talented professionals to meet their project requirements (Hao Zhao, 2021) The synergy between freelancers and employers on the platform creates a
vibrant ecosystem that facilitates collaboration, innovation, and the successful completion of a
myriad of projects across different industries
Individuals choose to join the freelancer platform for a variety of compelling reasons, tailored to their specific roles and objectives within the professional landscape
Freelancers are drawn to the platform as a strategic avenue to showcase their diverse abilities, talents, and skills By establishing a presence on the platform, they create a digital portfolio that
serves as a dynamic showcase of their work, allowing them to exhibit their expertise in fields
such as graphic design, programming, writing, marketing, translation, and video production Joming the platform enables freelancers to actively seek out and discover new work opportunities, expanding their professional network and connecting with potential clients or employers who align with their skill set and project preferences Additionally, the platform
Trang 10provides a streamlined channel for communication, negotiation, and collaboration, fostering a conducive environment for freelancers to thrive in the competitive freelance market
Employers, on the other hand, opt to engage with the freelancer platform to streamline their hiring processes and efficiently identify the right talent for their projects Through the platform, employers can easily post detailed job listings, specifying their project requirements and expectations They gain access to a diverse pool of freelancers, allowing them to search for individuals with the precise skills and expertise needed for their projects Employers can review freelancers' comprehensive portfolios and profiles, gaining insights into their past work and capabilities The platform facilitates seamless communication between employers and potential candidates, enabling thorough discussions and assessments before making informed hiring decisions Ultimately, employers leverage the freelancer platform to efficiently and effectively fill temporary roles or complete specific projects, benefiting from a flexible and scalable workforce that meets their unique business needs
Vietgigs., with its multifaceted approach, not only serves as a hub for job connections but also as a cultural and professional nexus Through inclusivity, user-friendly interfaces, and a commitment to fairness, Vietgigs continues to empower individuals to harness their skills,
fostering a community that thrives on diversity and collaboration Ill CUSTOMER JOURNEY MAP AND TOUCHPOINT
A customer journey map is a visual representation of the process that a customer goes through when interacting with a company or brand It helps businesses understand the customer's experience from initial contact to final purchase, and can help identify pain points and areas for improvement However, there are two factors in the customer journey map that would be focused on the proposal : Awareness and Consideration
1, Awareness
During the awareness phase, clients become aware of their issue Even if consumers may not yet be aware that they require a good or service, they will still start looking into it now In terms of Vietgigs., to be aware that another new platform for freelancers looking for work has appeared in Vietnam jobsmarket, the customers must have viewed online ads, come across some social media campaigns, heard about the website or read relevant rented-ads on the Internet
It is essential to become more popular in customers’ mind, and any interaction a prospective or
existing customer has with your brand—before, during, or after a purchase—is referred to as a
touchpoint
Touchpoint helps to raise customer awareness of the product, service or experience of corporations For Vietgigs., its touchpoint related to variety of social media networks In particular, Vietgigs actives on multimedia, such as Twitter ( Vietgigs.), Facebook (VietGigs - Nền táng tìm kiém Freelancer hang dau Viét Nam), Youtube (Vietgigs), Pinterest (Viet Gigs), Linkedin (Vietgigs - Marketplace dau tién cho Freelancers tai Viét Nam), Tiktok (Vietgigs vn) This means that customers are more easily to be exposed to Vietgigs.’s contents Moreover, Vietgigs pays more attention and actives more actively on Facebook which is still a dominant social platform in Vietnam so that they can bring them precisely to their current target