Integrated Marketing

Communications
Campaign Proposal
For Cathay Organisation
Class E44J

Team Members:
1. Afiq Naqiuddin B Aris
2. Cindy Aw
3. Nur Diyanah B Abu Samah
4. Teoh Zi Ler
5. Wilson Tan Ming Qian

27 May 2015

All rights reserved 2015 Republic Polytechnic CEC Media Lab

TABLE OF CONTENTS
Executive Summary
1.0

Introduction

2.0

Situation Analysis

3.0

Communication Objectives

4.0

Target Audience/Stakeholders Analysis

5.0

Communication Strategy & Key Messages

6.0

Communication Tactics: IMC Toolkit

7.0

Budget

8.0

Timeline

9.0

Evaluation

Appendices: This section should include (but not limited to)

Charts / Tables / Infographics
Mock-ups: sample press releases, sample posters,
sample advertisements, sample website designs,
sample social media designs, sample marketing
communication collateral, etc

1.0 Introduction

Page

Cathay Organization is a leading company engaged in the

businesses of entertainment, leisure, lifestyle and property
managements.
Cathay Organizations history as forerunner in the local
entertainment industry reeled off on 18 July 1935 when it was
incorporated in colonial Singapore as Associated Theatres Ltd.
Cathay Organization has established a household name in
cinematic industry throughout the years and will be celebrating
its 80th anniversary on 18 July 2015. To commemorate this,
Cathay has approached an agency to help conceptualise, develop
and execute a public relation and integrated marketing campaign
to promote awareness of its 80th Anniversary.

2.0 Situational Analysis

Strength
Cathay has been around
in Singapore for 80 years
People are aware about
Cathays brand
We are not limited by
budget
Weakness
Lack of publicity in other
businesses ( property,
hangout Hotel) except
movie
We have limited time
Most of our target
audience are not aware
that Cathay is turning 80
this year.

Opportunities
Retro theme are popular
among youth as they can
relate with themselves

Threats
Competitor such as Shaw,
GV, Eng Wah etc.

Additional Research (Survey):

(Fig 1)
Reflection:
Fig 1: It shows that the majority of our teenage society either
doesnt know or doesnt care. We can assume that those who
know, are those who are working on the project. One thing that is
still in the air is if the 79 people who did not admit to not caring
actually cares.
other remarks:
1 doesnt know what Cathay Organization means.
The other two knows and are generally interested in the
anniversary.

(Fig 2)
Reflection:
Fig 2: I think its safe to assume that these people know of the
Cathay relations mainly because the name Cathay is in the

name of the options. However, it might also reflect the exposure

that these businesses have. For example, how the cineplexes and
malls are generally more known is probably because theyre more
frequented and more popular amongst our TA.

(Fig 3 & 4)
Reflection:
Fig 3 & 4: The largest assumption and inference we can make is,
generally the majority who comes for once a month or less are
part of those who are there to watch a movie.
This further escalates the idea that youths or our TA perceives
Cathay as a place only for movies and not for anything else.
For those who shop and eat, we can assume that they are more in
the minority groups for Q3. We can tap on these minorities to
create more buzz for us as we go along with our campaigns and
events.

3.0 Communication Objectives

1.

To increase awareness of Cathays 80th anniversary amongst

youths.

2.

To increase awareness that Cathay is constantly keeping up with

trends and social media, not old by age.

3.

To educate youths that Cathay is more than just about movies.

4.0 Target Audience/Stakeholders Analysis

Youths:
Demographics
Age: 19 - 25
Gender: Male & Female
All races
Students
Young Working Adults
Low Income - High Income

Psychographics
Social Media savvy
Obtain resources via
online
Use of traditional media is
rare
Constantly in-trend
Interested in something
new

5.0 Communication Strategy & Key Messages

Communication strategy: Celebrate Cathays 80 anniversary by
holding a festival
Rational: Bring in the fun element during festival to engage
youths and showcase that Cathay is not old by age.
Key message: Cathay are more relevant than before even if they
are 80 years old.

6.0 Communication Tactics: IMC Toolkit

IMC Tool
Activities
Media
Send media release to Juice and 98.7 fm
relations Story angle 98.7 fm: Blast with the past:The first
ever 90s festival in Singapore
Story angle Juice: Personality profile on one of the
performance of the festival (emphasis on the 90s
music theme to be played in the festival)
PR( online Social media contest
and social Updates on Twitter, Facebook, Instagram
media)
Partnershi Audio Note, FujiFilm, Sirens Network
Media partner: Juice, 98.7fm
p
Transport: GrabTaxi
Venue: Marina Barrage

7.0 Budget
Tools
Logistics

Guest

performanc
e
Social
media
Cleaner

Description
Chairs and Table ( VIP section of
movie screening)
LCD Screen
Gentle Bone, Sam Willow,
To be performed for 1.5 hours

Pre publicity
Social media contest
Outsource to cleaner company(e.g.
A- Cube microsystem)
To be hire for 6 hours ( pre-post
event cleaning)
Security G4s event security
Audio
To be sponsored by Audio Note
Generators To be rented
Total: $20,000 (TBA)

Cost
$3500

$ 5000 (TBA)

Free
$2000 (TBA)

$8000 (TBA)
Nil
$3000 (TBA)

8.0 Timeline
Date
7 June 13June
14 June - 28
June

Item
Prepare the content
for Social Media
Blasts.
Social Media Blasts
executed.

22 June - 26
June

NOCs prep publicity

for Cathay Festival.

27 June - 28
June
29 June - 4
July
5 July - 8
July

Social Media Blasts

for NOCs video
executed.
Our Sister Mambo
Contest executed.
Collate entries and
pick a winner.

9 July - 12
July

Social Media Blasts

executed.

F.I.T - E-posters for Cathay

Festival

13 July - 17
July

NOCs publicity for

Cathay Festival and
Social Media Blasts
Executed.
Cathay Festival
Executed.

Non-stop publicity.

18 July - 19
July

Notes
Create a timetable and the
content on what to
publicize.
F.I.T - Teasers of Cathay
Festival and Our Sister
Mambo Contest
Content will be looked at
by Cathay and Project
Team.
F.I.T - Teasers, Short
Previews
F.I.T - Publicize about the
contest
Winner will be announced
at 8 July.

All preparation for the

Cathay Festival will be
done concurrently to the
pre-publicity.

9.0 Evaluation
Conduct post event survey to collect feedback on what can be
improve for the festival and to find out if youths perceptions
towards Cathay change after the event.In addition, we would be

doing media content and media monitoring to fnd out how 98.7
and Juice cover our story. A social media analytics can be used to
monitor the social media traffic on the day of the event.