Public Relation Plan_final plan

Đây là bản kế hoạch giả định của môn Quan hệ công chúng, thuộc chuyên ngành Quan hệ quốc tế, và chuyên ngành Tiếng Anh thương mại.

 2021 PUBLIC RELATION PLAN Tay Du Ky Team ĐÂY LÀ BÀI TẬP GIẢ ĐỊNH CỦA MÔN HỌC QUAN HỆ CƠNG CHÚNG HỌC KÌ I NĂM 2019 – 2020 PUBLIC RELATION PAGE Group members PUBLIC RELATION PAGE TABLE OF CONTENTS TABLE OF CONTENTS BACKGROUND COMBO ESSENTIALS SKINCARE I Target audience 1.1 Demongraphic: 1.2 Geographic: 1.3 Psychographic: 1.4 Behaviors: II Objective III Message of whole plan IV SWOT Analysis 4.1 Strengths 4.2 Weaknesses 4.3 Opportunities 4.4 Threats PR PLAN V Plan 1: Product Launch Press Conference Detail plan 2 Press release Budget Evaluation VI SEO Plan Purpose Error! Bookmark not defined Support tools Error! Bookmark not defined Key words Preliminary plan Error! Bookmark not defined Detail plan VII Plan 2: Event “Duong Da Thuan Chay” Detail plan Press release Error! Bookmark not defined PUBLIC RELATION PAGE 3 Budget Evaluation TOTAL BUDGET PUBLIC RELATION PAGE BACKGROUND Cocoon – one of the Vietnamese cosmetic brands directly under Nature Story Cosmetics Co., Ltd., impresses the most skin care believers in Vietnam Cocoon includes premium products for facial masks, lip balms and hair design with 100% natural indgredients years before, Cocoon offically lauched to users with two main products: squash extract and specialized shell extract, blurring bruise Therefore, with the important products about quality, Cocoon started to get a lot of user acceptance But not stopping here, after years of consulting and improve products, Cocoon came back to offically and successfully conquered Vietnamese users by new product lines: Combo Essentials Skincare, with a new professional look and outstanding quality cycle With Cocoon’s efforts during the past years, we can say that Cocoon’s presence in today’s cosmetic goods, besides major brands names from England, France, Japan, Korean… are the orientation for the richness of natural beauty in Vietnam as well as the quality of cosmetics from natural Vietnam compared to other countries in the world PUBLIC RELATION PAGE COMBO ESSENTIALS SKINCARE • Including three products: Organic Rose Water Toner True Rose Face Mask Rose Aqua Gel Cream PUBLIC RELATION PAGE I TARGET AUDIENCE 1.1 • • • • • 1.2 Demongraphic: Sex: Female (70%), Male (30%) Age: 18-30 Income: Low to Middle Class Education level: University Occupation: Students & young workers Geographic: • Location: Vietnam • Population: over 90 million people • Climate: - North and North Central: humid subtropical climates - The Middle and South Middle: tropical monsoon climate - Southern of the Middle and the South: a savanna tropical feature 1.3 • • • • 1.4 Psychographic: Hobby: skincare & beauty Lifestyle: healthy life, natural life, etc Attitudes: oriented towards animals & nature Desire: natural skincare Behaviors: • Behavior: Polite, Contentment • Benefits: High quality, Low price and Mid - range price, good service, etc • Brand loyalty: Innisfree, Biossance, Laneige, etc PUBLIC RELATION PAGE II OBJECTIVE ❖ Conquering users by the Vietnamese spirit in each product ❖ Increasing consumer trust Vietnamese brand ❖ Ethically inspiring customers Short – term goals • Reach target customers (45%) • First three months: reach 25% of investment • Grab customers attention → successful launch Long – term goals • Reach SEO target: on top 10 of search engine • Fullfil monthly sales target • Positioning products in the hearts of Vietnamese people ❖ Through activities: • On Friday, January 1st, 2020, hold press conference to launch Cocoon products at Capella Gallery Hall - Ba Thang Hai Street, Ward 12, District 10, HCMC • On Tuesday, February 2nd, 2020, event "Duong Da Thuan Chay" is organized at Celadon AEON Tan Phu with the attendance of 30 guests including journalists and beauty bloggers PUBLIC RELATION PAGE III MESSAGE OF WHOLE PLAN “Cosmetics by the Vietnamese, for the World” ➢ MESSAGE: Cocoon not only conquers consumers with quality products and impressive packaging but also inspires and spreads positive messages through many meaningful programs aimed at the environment PUBLIC RELATION PAGE CÔNG TY TNHH MỸ PHẨM NATURE STORY 38C - 39C, khu phố 1, quốc lộ 1A, phường Tân Thới Hiệp, Quận 12, Tp.HCM, Việt Nam 02838328228 LỊCH TRÌNH STT THỜI GIAN 9:00-10:00 10:00-11:00 11:00-12:00 - HOẠT ĐỘNG Đón khách Check-in Phát tài liệu sản phẩm Khai mạc, ổn định tổ chức Giới thiệu sản phẩm Hỏi đáp sản phẩm Bế mạc buổi lễ Tặng quà Cocoon xin trân trọng quan tâm quý báo với sản phẩm Sự đồng hành quý báo sức mạnh niềm tin để Cocoon vững mạnh Liên hệ báo chí: Miss Nguyễn Lê Quỳnh Trâm 0924141792 Email: nguyenlequynhtram0709@gmail.com PUBLIC RELATION PAGE INVITATION CARD PUBLIC RELATION PAGE BANNER & STANDEE Banner Standee PUBLIC RELATION PAGE BUDGET Categories Venue Guests Host Gifts Tea break Operation Backdrop Leaflets Banner Total cost Number 20 25 25 1 30 Unit Price (VND) 3.000.000 1.500.000 3.500.000 200.000 60.000 8.000.000 200.000 10.000 300.000 51.800.000 Total price (VND) 3.000.000 30.000.000 3.500.000 5.000.000 1.500.000 8.000.000 200.000 300.000 300.000 EVALUATION Criteria The appearance of the event in the news Press The number of guests Conference Like and share on Instagram Like and share on Facebook Target number 10 20 70 100 ❖ Advantages: • Cocoon cosmetics have received great support and covered all beauty forums • Cocoon helps people about hair and the skin ❖ Disadvantages: • Planning a strategy for brand image is very hard to decide • The way to advertise is very difficult Its bound to time, finance, … • It’s not harmony with nature and toxic ❖ Risks • Effect to the health of people • Finance management • Lead to make credibility and the truth of customers PUBLIC RELATION PAGE VI COMMUNICATION PLAN SUPPORT TOOL ✓ ✓ ✓ ✓ ✓ Samsung Galaxy Vivo Iphone Ipad Macbook DETAIL PLAN OF PRESS CONFERENCE Categories PR post on newspapers, magazines AFTER PRESS CONFERENCE Post on fanpage Post on instagram Time Detail Brand VietNam: Titled “Cocoon – the rise of organic comestic” The article will introduce the press conference and give some 05/02 useful informations as well as images about the press Vietnamnet: Titled “Inside moisturizing – Safe for your skin” In this article, the story behind the products as well as the value of 08/02 the products and the pictures of the products and guests paticipating in the conference Cocoon VietNam: “The new perfect product for moisturizing” In this post, the information about the ingredients and the price of 04/02 the products will be given for audience Cocoon VietNam: “Beauty with organic combo for advanced moisturizing” In this post, we will introduce more detail 07/02 information about the usefull usages off ingredients in the products Especially, a carefull instruction for dry skin @cocoon.vietnam: “The new perfect product for moisturizing” In this post, the information about the ingredients and the price of 04/02 the products will be given for audience @cocoon.vietnam: “Beauty with organic combo for advanced moisturizing” In this post, we will introduce more detail 07/02 information about the usefull usages off ingredients in the products Especially, a carefull instruction for dry skin PUBLIC RELATION PAGE DETAIL PLAN OF “DUONG DA THUAN CHAY” EVENT ❖ Support apps: ✓ Facebook ✓ Instagram ✓ YouTube ❖ Timeline: TimeLine 25/12/2020 to 01/01/2021 Contents _Running advertising and posters on fanpage, media + Creating a giveaway program to guess the guests of the event + Free tickets for the winners _Booking KOL marketing posts 26/12/2020 _ Announcing the time, place, and guests of the event _ Increasing the running of ads on Instagram and Facebook _ Organizing the press release 30/12/2020 _ Livestream to show the results of the giveaway _ Asking the guests to post a photo about the event on their network sites _ Continuing to increase advertising 31/12/2020 _ Continuing to run ads on commercial centers and social media _ Call guests to order the time and place of the event PUBLIC RELATION PAGE 10 On - air _ Livestream on Facebook, Youtube, Instagram _ Post some photos of the show through fanpage and media sponsorship channels BUDGET EVALUATION ❖ Advantages: - Many people know products easily - Attract people to participate in Giveaway events - People who know Cocoon products, they will introduce to their family, friends, colleagues - Opportunity to compete with market economy ❖ Disadvantages: - Cost a lot of money - Annoy some people who not like ads PUBLIC RELATION PAGE 11 VII PLAN 2: EVENT “DUONG DA THUAN CHAY” DETAIL PLAN Time: 02/01/2021 (6PM – 9:30PM) Place: Aeon Mall Tan Phu, 30 Bo Bao Tan Thang Street, Son Ky Ward, Tan Phu District, Ho Chi Minh Number of people: 30 people including beauty bloggers, representative of the mall, etc o Beauty bloggers that invited by the company: Đao Ba Loc, Chloe Nguyen, Trang Pham, Linh Ngoc Đam, etc o Singer: Jun Pham o Representative of the Mall: CEO & Quản lí phận sảnh Registration: Open online applications on social networks or attach to articles in online newspapers, register to participate directly at Celadon AEON Tan Phu (Tuesday, February 2nd, 2020) Conditions of participation: o CEO o Marketing Manager o PR Staff o Journalists o Beauty bloggers Idea: o Introduce new combo that perfect for advanced moisture o There will be a free trial for participants who want to experience the new product o A small warming talk between the beauty blogger - Trang Pham about sharing the experience during using the product at the event o At the end of the event, there are some mini skits and free coupons that gave for some particular guests and participants that experienced the product Story: o For many consumers, they not really understand the importance of nature ingredients in a comestoc product may affect many aspects of their health, they may choose the fast- effective but harful for the skin Morever, despite the rise of organic comestic, the brand awareness of Cocoon is not popular in the community So that, with this event we want to be recognized by more and more consumers at different age o Understanding the demand for an usefull and secure comestic, Cocoon want to introduce to the publication a product range made from nature; however, it still has the best result for helping the skin stay radiant, glossy, and smooth o Especially, the new combo for ADVANCED MOISTURE of the company will hold an event about this wonderful product that called “Duong da thuan chay” o The new combo includes three products: Organic Rose Water Toner, True Rose Face Mask, and Rose Jelly Cocoon Message: “Dưỡng da chay, vẻ đẹp Việt” Content: Devived into main parts: Products Trial and Sharing o In the beginning, there will be a fast introduction about the new product o After that, a mini game will be held to choose participants to experience the new product during the event o After the breaktime, it will be sharing between beauty bloggers Communication: o Facebook, YouTube & Instagram Timeline: Time 6:00 - 6:30 6:30 - 8:00 Main Activities Greetings Introductio n and Experienci ng new products 8:00 - 9:00 Sharing time 9:00 - 9:30 End of the Event Note - Completing all the preparation and waiting for the guests - Welcoming guests and arranging seats - MC starts the event - The representative of the mall gives a speech about the event - Introduce briefly about the new combo and its effectiveness - Choose a beauty blogger to host the mini game for lucky participants to try the new product The beauty blogger will ask several questions about the product and choose randomly the people to answer If the answer is the right, the participant will have a free trial at the event and share the experience during using the product - Beauty bloggers and participants have time to share about using product - Giving gifts for guests - Choose lucky numbers to give free coupons - Photo times with beauty bloggers PUBLIC RELATION PAGE INVITATION CARD PUBLIC RELATION PAGE BANNER & STANDEE Banner Standee PUBLIC RELATION PAGE KOL (CHLOE NGUYEN & JUN PHAM) Chloe Nguyen Chloe Nguyen's real name is Nguyen Cao Quynh Anh, she was born in 1997 and now she is currently a student of RMIT University (HCMC), majoring in Economics & Finance She is currently a famous Beauty Blogger at home and abroad for her useful sharing and attraction to young people Chloe Nguyen started working as a Beauty Blogger on Youtube in August 2015 Initially, the videos she filmed were rustic, simple and somewhat shy The videos relate to the cosmetics that Chloe has bought from her travels Jun Pham Pham Duy Thuan is known by his stage name Jun Pham as a Vietnamese singer, writer, actor, screenwriter, and voice actor He is a former member of the group 365 Daband, he worked with the group from 2010 to 2016 (when the group stopped activities) BUDGET Categories KOL Marketing posts Special guests Venue Leaflets Ivitation card Staff Host Activation Gifts Operation Total cost Number 200 30 15 200 20 Unit Price (VND) Total price (VND) 1.500.000 20.000.000 20.000.000 10.000 100.000 150.000 4.000.000 40.000 200.000 10.000.000 110.750.000 7.500.000 40.000.000 20.000.000 2.000.000 3.000.000 2.250.000 4.000.000 8.000.000 4.000.000 20.000.000 EVALUATION Criteria Event Participants The appearance of the event in the news People who mention this event after month on Facebook People who mention this event to buy products Target number 80 40 20 ❖ Advantages: • Cocoon cosmetics have received great support and covered all beauty forums • Cocoon helps people about hair and the skin ❖ Disadvantages: • Planning a strategy for brand image is very hard to decide • The way to advertise is very difficult Its bound to time, finance, … • It’s not harmony with nature and toxic ❖ Risks • Effect to the health of people • Finance management • Lead to make credibility and the truth of customers PUBLIC RELATION PAGE PUBLIC RELATION PAGE TOTAL BUDGET Plan 1: Press Conference Plan 2: Event Content Cost (VND) Budget 51.800.000 Total cost (VND) 56.980.000 Incurred cost (10%) 5.180.000 Budget 110.750.000 121.825.000 Incurred cost (10%) 11.075.000 SEO TOTAL 178.805.000 PUBLIC RELATION PAGE ... 0924141792 Email: nguyenlequynhtram0709@gmail.com PUBLIC RELATION PAGE INVITATION CARD PUBLIC RELATION PAGE BANNER & STANDEE Banner Standee PUBLIC RELATION PAGE BUDGET Categories Venue Guests Host... free coupons - Photo times with beauty bloggers PUBLIC RELATION PAGE INVITATION CARD PUBLIC RELATION PAGE BANNER & STANDEE Banner Standee PUBLIC RELATION PAGE KOL (CHLOE NGUYEN & JUN PHAM) Chloe... management • Lead to make credibility and the truth of customers PUBLIC RELATION PAGE PUBLIC RELATION PAGE TOTAL BUDGET Plan 1: Press Conference Plan 2: Event Content Cost (VND) Budget 51.800.000 Total