Imc Plan - Thanh Nien Newspaper

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MARKETING OBJECTIVES

- Enhance the awareness of target audiences

- Deliver the campaign’s message “ Apologizing is not a shame”

- Reduce the accidents that related apology

- Influence the target audience’s perception about courage to say apology

- Propagating to say apology which is not difficult

- Trying to help the people say apologize and make them into their habits

INTERGRATED MARKETING COMMUNICATION CAMPAIGN

The ideas:

- Remind the Vietnamese youth about the “Apology Culture”

- The importance of the apology in life

- The meaning of a sincere apology

- Everyone should say apology in order to make our life more happier

Slogan: “BE BRAVE, GO SAY “I’m sorry” ”

Tone and manner: strong and touching

Justification for strategy:

- The strategy aims to encourage everyone, especially is Vietnamese youth

- The campaign “Apologizing is not a shame” want to make these people to understand the meaning of a apology, change their perception and how to say apology.

COMMUNICATION OBJECTIVES AND STRATEGIES

- Principal target audiences for communications: kids, youth, middle ages and the elderly.

- Product positioning and personality: Willing apologize is a main point of behaviors of modern people. It’s not only cease mental hurt but it’s also make people feel better and increase their values. It’s a method to reconnect people, a way to show our generous.

- Contact points and interacting with customer: their memory about their mistake, mental hurt that they suffer because they don’t get apologize, the regretion when people realize their action make others hurt.

- Key customer benefit and principal selling message: raise awarenness about the important of apology, become braver and more responsibility. “Brave to say apology”, “Apologize is not a shame”

- Value-added mission marketing objectives: set a apology culture to social.

MARKET STRATEGY

- Target markets & their needs:

- Kids: Learn ethical lessons about being responsible with our act. Outdoor activities which allow kids study and play. Increase the contact with outside world, limit the influence of electronic devices

- Teenager: Absorb the principles, discipline, social order. Limit ego. Outdoor activities, teambuilding to set a sense of responsibility and extend social relations. Entertainment and explore the world.

- Twen to 35s: Absorb principles in working place and behavior in university environment. Charity to increase generous and serve community. Entertainment and vocational guidance.

- Middle age: Family care. Educate children. Psychological counseling.

- The elderly: Health care. Educate children. Psychological counseling.

- Marketing mix for each target market

- Kid:

- Product: comic, cartoon with content about responsibility, brave to face with mistake,… outdoor activities which help kid explore the world, make new friends, do some teamwork, toy (puzzle a picture about apology), accessories. Design colorful, meaningful, attractive, simple.

- Price: free

- Place: article in magazine, comic book, video on television, events organized by ThanhNien newspaper, gift attached with newspaper.

- Promotion: Billboard, poster, support media, viral clip, advertise on newspaper.

- Teenager:

- Product: comic, hashtag about apology, talkshow about apology, psychological counseling, confession forum, sitcom and film about apology with idol of teenager acting, outdoor activities.

- Price: free

- Place: At school, on internet, on television, stadium, park.

- Promotion: Advertise on teenager magazine, website, support media.

- Twen to 35s:

- Product: Workshop about university environment and company culture in which willing apology take an important role. Charitable activities which make people increase generous and decrease their ego. Confession forum, psychological counseling.

- Price: free

- Place: At school, on internet, on television, charity events.

- Promotion: Poster, billboard, advertise on newspaper, magazine, support media.

- Middle age:

- Product: Workshop about parenting skill which mention how to say apology to children. Confession forum, psychological counseling.

- Price: free

- Place: Events organized by ThanhNien newspaper, on internet.

- Promotion: Billboard, poster, advertise on newspaper, magazine, tvc, viral clip on internet or television, direct mailing, support media.

- The elderly:

- Product: Workshop about parenting skill which mention how to say apology to children. Psychological counseling. Advise from doctor about mental hurt.

- Price: free

- Place: Events organized by ThanhNien newspaper, article about health and psychological counseling on newspaper.

- Promotion: Billboard, poster, advertise on newspaper, magazine, tvc, viral clip on internet or television, support media.

ADVERTISING PROGRAM

A. Advertising objectives

Nowadays, since busy lifestyle is taking over, people do not really watch their behaviours and forget about apologizing in