UNIVERSITY OF ECONOMICS AND

FINANCE HO CHI MINH CITY

IMC PLAN
“NHÀ CỦA THỜI THƠ ẤU”

Group 7

21/08/2020

IMC

LECTURER: Lê Hồng Đắc

Contents
INTRODUCTION ............................................................................................ 1
1.1. THE PRODUCTS OF “NHÀ CỦA THỜI THƠ ẤU” ............................... 4
1.1.1. “Tiệm cà phê Nhà mình” ..................................................................... 4
1.1.2. “Tiệm sách San Sẻ”.............................................................................. 4
1.1.3. “Nhà chòi” ............................................................................................ 5
1.1.4. Drama stage.......................................................................................... 5
1.2. SWOT ......................................................................................................... 6
1.2.1. Strengths:.............................................................................................. 6
1.2.2. Weaknesses .......................................................................................... 6
1.2.3. Opportunities:....................................................................................... 6
1.2.4. Threats: ................................................................................................. 6
1.3. BRAND POSITIONING ............................................................................ 6
1.4. MARKET SEGMENTATION ................................................................... 8
1.5. INSIGHT .................................................................................................... 9
OBJECTIVE AND INSTRUDUCTION OF THE PROGAM: ........................ 9
2.1.1. System objective: ................................................................................. 9
2.1.2. Message: “Những gì xuất phát từ trái tim sẽ đi đến trái tim” .............. 9
. COMMUNICATION OBJECTIVE ............................................................... 9
3.1. Page Site: .................................................................................................... 9
3.2. In network tools get to know: ................................................................... 10
CREATIVE STRATEGY ............................................................................... 10
4.1. PHASE 1 (PULL) ..................................................................................... 10
4.2. PHASE 2 (PUSH+PULL) ........................................................................ 12
4.3. PHASE 3................................................................................................... 13
Organize a Facebook contest: "Đánh thức câu chuyện trong chúng ta"
How to: ......................................................................................................... 13
IMC Mix ......................................................................................................... 13
5.1. Advertising ............................................................................................... 13
5.2. PR ............................................................................................................. 17
5.2.1. Celebrities are looking to: .................................................................. 17
5.2.2. Online Media Marketing: ................................................................... 18
5.3. Direct Marketing....................................................................................... 19
5.4. Digital Marketing ..................................................................................... 20
5.4.1. Design a separate section on the "Nhà của thời thơ ấu" page with the
name "Hôm nay bạn kể". ............................................................................. 20
5.4.2. Organize a Facebook contest: "Đánh thức câu chuyện trong chúng ta"
How to: ......................................................................................................... 21
BUDGET ........................................................................................................ 22
MARKETING COMMUNICATION MIX .................................................... 22
CONCLUSION ............................................................................................... 26
 IMC FINAL REPORT
“NHÀ CỦA THỜI THƠ ẤU” IMC PLAN
By Group 7
 Nguyen Ngoc Thao My
 Nguyen Ngoc Doan Khanh
 Vo Truong Dong Anh
 Cao Huu Tho
 Tran Le Han

INTRODUCTION

Childhood house was built at the House of Youth (Da Lat) on 8 April 2020,
conceptualized by Ms. Quynh Huong and Mr. Luan when inspired by young

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people. They designed this charming little house with the first intention to fulfill
the wish to relive the happier days of childhood.

Everybody worked together for a long time to complete the House of Childhood
to conceptualize, design , build and buy second hand objects. Huong said this
House's forerunner is the headquarters of the Danish Government's Sponsoring
Association for Poor Children, so this place is always full of love.

There is a special school in the heart of Saigon, built up from the love of
teachers, teachers and parents who always want to bring modern children a
perfect childhood. "The home of childhood" sometimes doesn't seem like a
school , people call it home-where time stops in the midst of the bustle, where
children temporarily put their phones away from the technology to sit down and
play. Together and a place for adults to recall those wonderful days of
childhood.

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There are times of tiredness and sadness with the crowded, crowded city,
wishing once we could close our eyes and sleep deeply without worrying about
thoughts, so I could be sitting next to my neighborhood friends that day, when I
woke up. Seeing childhood games carelessly, seeing young parents laughing at
the dinner table, seeing grandma sitting on the porch drinking tea and listening
to the radio, and the wind blowing in from the fields was peaceful...

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 1.1. THE PRODUCTS OF “NHÀ CỦA THỜI THƠ
ẤU”
1.1.1. “Tiệm cà phê Nhà mình”

“Tiệm cà phê Nhà mình” has a classic style space, close, bring people closer
together after chatting. Here, there are also typical drinks associated with
childhood 8x,9x, that you can hardly find now.

1.1.2. “Tiệm sách San Sẻ”

It's just a small corner of "Nhà", but it contains very good and spiritual books.
Almost all have been donated to everyone, from those who love and accompany
“Nhà”.

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 1.1.3. “Nhà chòi”

There are unique organic products here that you can hardly find in today's
market.
1.1.4. Drama stage

This is where the plays written by "House" takes place. The stories are built on
everyday life, love stories of people with disabilities or just their own strength
to overcome difficulties.

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 1.2. SWOT
1.2.1. Strengths:
+ The social business model, such as the House of Kids, is rarely seen on the
market.
+ Go on green. Helping society and community.
+ Cozy room.
+ A place to get together and chat.
+ Sale of articles made by hand, protection of the environment.
+ Playground useful, preserving Vietnamese culture.
+ Help us get back to infancy.
+ The things bestowed are valuable to society.
1.2.2. Weaknesses
+ Facebook content is a little bit, it doesn't hit youths yet.
+ Space within the house is still limited.
1.2.3. Opportunities:
+ We'll be getting all the help we can get at "Home." Since this is where youth
groups assemble. Have good men, students have ... This will support one
another, thanks to it. Developed together.
+ "House" will develop, because few businesses will compete according to the
"Home" orientation.
1.2.4. Threats:
+ Young people are currently moving towards modernisation and gradually
forgetting about national cultures. It doesn't follow crowd trends to what
"home" is for. This is also about "home"
+ Water dishes aren't diverse yet

1.3. BRAND POSITIONING

 To youths who want to find a space with people who can freely share
stories together, Nha cua thoi tho au - a social enterprise, is a place to grow
together for those who live full of enthusiasm, embrace themselves and help.

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The reason, why you come “Nhà” is that the Creator develops art programs for
sharing, orienting and developing internal resources that concentrate on young
people to understand themselves, live and work peacefully, believe in varying
beliefs, promote self-action, family and social development. The characteristics
of the “Nhà” giving to the young are the practical and reliable stuff and since it
is a social enterprise, perhaps the price you are paying is much smaller than the
value “Nhà” gives.
 Based on the survey, below is the "Nhà của thời thơ ấu" brand
comparison with its main competitors

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 1.4. MARKET SEGMENTATION

Demographic
Geographic:
- Age: 18-25
- Region: Vietnam
- Gender: male/female
- Urban/suburban
- Income: > 2m
- Ethinicity: all races

Behavioral:
- Benefits sought: service, quality
- User status: potential user, regular
user.
- Attitude: positive, polite, enthusiastic
Psychographic
- Lifestyle: simple, introvert,
- Social class: working class, lower
middle class
- personality: gentle, romantic, tactful

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 1.5. INSIGHT
Today, the majority of young people psychologically prefer luxurious and
crowded places. Cheap places to choose from. The friends make a rendezvous
there, but only focus on the phone. They also occasionally want to go to places
where it means meeting and chatting together. They want to find a place to
connect, love and support. Meet lots of new friends. They want fun and they
want to be able to tell stories every day. A lot of young people want to find
intimacy, feel at home, learn a lot but also enjoy a different atmosphere. To be
yourself, and to be loved and appreciated.

OBJECTIVE AND INSTRUDUCTION OF THE

PROGAM:
2.1.1. System objective:
 More than 25% of youth in the city aged 18-25. Within the last four
months of 2020, Ho Chi Minh City has known the brand "Nhà của thời
thơ ấu."
 20 per cent of young people who know "Nhà của thời thơ ấu" will share
stories with “Nhà” and also pay attention to the stories “Nhà” has brought
to them in the last three months of 2020.
 20% of respondents expressed interest in the brand "Nhà của thời thơ ấu"
and felt the message that "Nhà" transmitted in the last four months of
2020.

2.1.2. Message: “Những gì xuất phát từ trái tim sẽ đi

đến trái tim”

. COMMUNICATION OBJECTIVE
3.1. Page Site:

 The number of young people accessing the "Nhà của thời thơ ấu" page
per day in the last 4 months of 2020 is as high as 400-500.
 In the last four months of 2020 , the number of people who discover the
"Nhà của thời thơ ấu" page via a Facebook search engine is 30-40 per
cent.
 Hold the bounce rate for the last 4 months of 2020 at 60 per cent.

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  Within the last four months of 2020, the number of young people sharing
their stories on the “Nhà của thời thơ ấu” page will rise to 35 people /
month.

3.2. In network tools get to know:

 Attract more than 50 shares/post to Facebook social networks over the
last 3 months of 2020.
 More than 200 positive feedback received from young people using
Facebook during the last four months of 2020.
 The number of "Nhà của thời thơ ấu" sponsors exceeds 50 per cent of the
initial level within 1 month from the end of 2020.
 Boost participation on Nhà social networking sites to more than 200
interactions per article everyday in the last 4 months of 2020.

CREATIVE STRATEGY
4.1. PHASE 1 (PULL)
 Plan
Content: “ Những điều xuất phát từ trái tim”
Aim: Create curiosity
Timeline: one month (20/08/2020-20/9/2020)
IMC tools:
 PR ( Editorial, Kols)
 Digital Marketing

 Specific description:
 PR:
 Editorial
Articles posted on vnexpress, kenh14.vn, Sài Gòn Liberation with contents
including: introduction to"Nhà "and other related material leading to the
upcoming Viral Clip message.
Timeline: 30/08/2020

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 Kols:
 Join the interview with"Nhà "including the content: telling the story
you've been through but having many challenges, not knowing with whom to
share, not finding a partner. The last part of the interview will be shared with
the young people of today, if anyone has trouble on their way, look for"Nhà
"here you will find human peace.
Timeline: 25-30/8/2020

An example of a Kols interview

Place:” Nhà của thời thơ ấu”-280/10 Cách mạng tháng 8,p.10,q.3,Hồ
Chi Minh.
 Then, share the interview on Facebook and Instagram personally with
content including: Thank you "Nhà" for knowing "Nhà" that Kols can share
with today's young people a place you can go to when you have to find a way to
solve your problem, you need a place to comfortably share your stories. With
hashtags # nhacuathoithoau #vatroilainang and "Những gì xuất phát từ trái tim
sẽ chạm đến trái tim" message.
 Digital Marketing
 “Nhà” will post the content on the "Facebook fanpage" to share about the
conversation, interview with the Kols and thank them.
 Besides,”Nhà” will share content about problems that could lead to the
“Những gì xuất phát từ trái tim sẽ chạm đến trái tim” message.

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 4.2. PHASE 2 (PUSH+PULL)
 Plan
Content: “ Và trời lại nắng”
Aim: Provide information, spread the message
Timeline: 3 months (20/09/2020-20/12/2020)
IMC tools:
 Advertising: Viral clip
 PR: Kols, editorial.
 Direct marketing
 Specific description:
 Viral clip
Short film “Và trời lại nắng”
Message “ Những gì xuất phát từ trái tim sẽ chạm đến trái tim”
Public timeline: 20/09/2020.
Place: “Nhà”’s youtube channel, fanpage “Nhà của thời thơ ấu”
 PR
 Editorial
Vnexpress, kenh14, saigongiaiphong will post articles about Viral Clip that
have been publicized on social media.
 Kols:
Share “Nhà của thời thơ âu”'s Viral Ad Clips on its social networking sites.
Hashtag #vatroilainang #nhacuathoithoau.
 Direct Marketing
Marketing by Email and Messaging:
+ Send an email with the message to loyal “Nhà” customers: "Do your life
with your youth, embrace yourself, and don't forget that Home is always here
waiting for you!”
+ Additionally, connect the Viral Clip and the “Nhà” Facebook Fanpage link
on the mail.

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 4.3. PHASE 3
 Plan
Content: “ Chạm đến trái tim”
Aim: Strengthening position
Timeline: 2 months (20/10/2020-20/12/2020)
IMC tools: Digital Marketing
 Specific description: Digital Marketing
 Design a separate section on the "Nhà của thời thơ ấu" page with the name
"Hôm nay bạn kể".
Here you will be able to share the story comfortably with your own style.
The story in Viral clip is the message to young people, do not hesitate to
come "Nhà" wherever you are. Place:
https://www.facebook.com/nhacuathoithoau/
 Organize a Facebook contest: "Đánh thức câu chuyện trong chúng ta" How
to:
 Participants: Everyone
 Form: Write a script on the topic "Story meaning around us". Then give it
back to the "House of Kindness" email address
 The organizers must then select the best scenario and better fit the
parameters they have set.
 Update fanpage regularly.

IMC Mix
5.1. Advertising
 We will design and make a Viral clip to help everyone can be awareness
of the “Nhà của thời thơ ấu” brand.

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  Some picture we use for advertising.

 Scene 1: A wandering series about a man who feels lost.

 Scene 2: Seeing the ocean is the same as people sometimes go through

periods of tiredness. Reflect on those issues and turn up in your life.

 Scene 3: A bit of sunset, as if the boy's hometown is showing the dream.

I want to keep the peaceful moments.

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  Scene 4: Finding "Nhà" is his condition as reloading with energy, giving

him warm feelings in Saigon 's bustling heart.

 Scene 5: Sitting and chatting at “Nhà" is a cohesive image of people who

have no blood or close relatives but can sit in a happy conversation when
they come close. Rather of welcoming people shaking hands, "Nhà"

always feels welcome, literally at "Home" everyone will greet each other
with smiles.
 Scene 6: The boy feels full of life as he meets people who are
compassionate and can listen. The old desire for strength starts to return
to him.

 Poster:

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 5.2. PR
5.2.1. Celebrities are looking to:
 Influencer: Quang Trung, Huynh Lap, H'Hen Niê, Khanh Van,Lieu Ha
Trinh.
 Honored duties:
o Join the interview with “Nhà”.
o A “Nhà”Visit story on Instagram and Facebook, tagged with a
“Nhà của thời thơ ấu”.
o A post on Instagram, Facebook shoots pictures at “Nhà”, including
an introduction to the upstag house. Team and “ Nhà của thời thơ
âu” must check the content before it is uploaded on social media.
o Call your followers by video to enter the contest.
o Share “Nhà của thời thơ âu”'s Viral Ad Clips on its social
networking sites.

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 5.2.2. Online Media Marketing:
 Advertise campaigns and viral clips on popular newspaper
websites such as Vnexpress, Kenh14,Saigon giai phong,

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 5.3. Direct Marketing.
Marketing by Email and Messaging:
+ Send an email with the message to loyal “Nhà” customers: "Do your life
with your youth, embrace yourself, and don't forget that Home is always here
waiting for you!”
+ Additionally, connect the Viral Clip and the “Nhà” Facebook Fanpage link
on the mail.

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.

5.4. Digital Marketing

5.4.1. Design a separate section on the "Nhà của thời thơ
ấu" page with the name "Hôm nay bạn kể".
 Here you will be able to share the story comfortably with your own
style. The story in Viral clip is the message to young people, do not
hesitate to come "Nhà" wherever you are.
 Place: https://www.facebook.com/nhacuathoithoau/
 How to:
 The website is built with the "Hôm nay bạn kể" tab right on the "Nhà của
thời thơ ấu" website.
 You 're going to come here to write stories / feelings / challenges you
face but want to find a place to share. "Nhà của thời thơ ấu" is going to be
the place to help you do that.
 Photos or videos you like can be used when you post articles on. Fill up
the hashtags #nhacuathoithoau. #homnaybanke #cauchuyencuaban.
 A page admin will be there to share the story with you. This will sit and
listen to you, solve problems together, offer advice or even help you
when needed.
 Before that you can send feedback to comment on "Nhà của thời thơ ấu"
and "Hôm nay bạn kể" on the FEEDBACK tab.
 Reason for implementation: Because there will be friends who are far
away to share when you know "Nhà" But because of the geographical
distance, "Nhà" will have a "Hôm nay bạn kể" section so that you can
connect with you far away, so that "Nhà" brand awareness will come
closer. Besides, for certain reasons like fear of sharing or fear of
strangers, having to meet face to face, you can confidently share your
story on "Hôm nay bạn kể".

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 -

PAGE “NHÀ CỦA THỜI THƠ ẤU”

CHUYÊN MỤC “HÔM NAY BẠN KỂ”

5.4.2. Organize a Facebook contest: "Đánh thức câu

chuyện trong chúng ta" How to:
 Participants: Everyone
 Form: Write a script on the topic "Story meaning around us". Then give it
back to the "House of Kindness" email address
 The organizers must then select the best scenario and better fit the
parameters they have set.
 House prize: 3,000,000 vnd
 Result: will be performed at House Theatre for selected plays. All ticket
sales on that day will be decided by the owner / writer of the script where
they will donate / give that money

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 BUDGET

MARKETING COMMUNICATION MIX

Mission August September October November Accountability

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 December

Viral clip

Script and
Team
storyboard

Browse scripts
Team
and storyboards

Find an actor Team

Capture video Team

Edit video Team

Display videos Team

Team & Nhà của thời

Run Viral clip
thơ ấu

Kols

Content
Team
development

Approved
Team
material

Contact
Team
Influencers

Producing
Team & Influencers
content

Contenu
distribution and Team + Influencers
approval plan

Run the content Team +Influencers

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Fanpage “Nhà của thời thơ ấu”

Content
development Team

Approved Team + Nhà của thời

material thơ ấu

Develop creative
ideas Team

Approve creative
ideas Nhà của thời thơ ấu

Producing
content Team

Data
management and
production plans Team

Contenu
distribution and Team + Nhà của thời
approval plan thơ ấu

Run the content Team

PR on online media

Creative
Engagement Team

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Bring on new
concepts Nhà của thời thơ ấu

Communication
planning Team

Approve
communication
plan Nhà của thời thơ ấu

Place media Team

Producing
content Team

Provide vehicle
documentation; Team + Nhà của thời
the media thơ ấu

POST PR Công ty truyền thông

Contest

Developing
content Team

Approved Team + Nhà của thời

material thơ ấu

Fanpage Nhà của thời

Start of contest thơ ấu

Entry to the
contest Nhà của thời thơ ấu

Direct mail

Developing
content Team

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Approved Team + Nhà của thời
material thơ ấu

Producing Team + Nhà của thời

content thơ ấu

Send Customers
emails and
messages Team

CONCLUSION
 Branding is a multi-nuanced art displayed by the successful creation of
corporate brands. Brands can develop a distinct identity from their rivals
and build connections with their consumers through ingenuity, skill, and
strategy. Particularly for companies with a model like House, the more
you need to create a strong brand to sustain and survive.
 The aim of this campaign is to build and develop the image of the House
of Childhood closer to the younger, so that young people can feel what it
offers and, moreover, Home is the place to return home. All who live
with their passions completely embrace themselves and help themselves
to build internal strengths from within and to spread the values:
Vietnamese people's truthfulness-compassion-America.

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