Good morning everyone, we are group 7 of the University of Greenwich and today we are here to

present our campaign which is hanging digital arts at all stores of Highland coffee in order to reach your
customers. Highland is a famous and crowded site and these arts are created with aim of enhancing the
awareness about the COVID 19 epidemic among people who go to or drop in these coffee shops. We all
know that this disease is extremely dangerous and unpredictable, and it has reappeared in HCM city
recently. With our reputations and networking, we believe that this campaign will be helpful in
preventing the spread of this epidemic. Moreover, in order to make it more convincing, we will explain
in detail about the benefits that Highland could achieve along with specific activities and timeline.

As in every other type of campaign, content is the base of the meaning. For contextual initiatives, the
content approach has to be substantially extended to answer various contextual considerations. This
involves not only targets and KPIs, which can be innumerable, but also several additional scenarios,
requirements, benefits, consumer profile conditions, location, system interfaces and costs. Other
relevant problems related to connectivity and messaging.

The content approach must also be related to the product strategy for various contextual projects and
resolve design and customer interface concerns at a higher degree than most marketing scenarios

Based on the theory of all kinds of negotiations, we can see that when Highlands accepts this campaign,
both sides the host side - Highlands, and our Greenwich partner is beneficial, just like integrative
negotiations (win-win), both sides have benefits. And to be able to see the benefits of each, we will go
to analyze more deeply about it.

 HIGHLANDS:

Firstly, on Highlands's side, when accepting this transaction, Highlands will assert the class of its brand.
More specifically, nowadays, according to the news, the 1347th patient of Vietnam has come to the
Highlands branch of Su Van Hanh, causing this branch to be closed, followed by that other branches are
also lost because Customers fear they will get infected because Highlands is a famous coffee brand and
popular with the majority of customers, a place where many people go. Along with that, at present, very
few cafes place heavy emphasis on measures to prevent Covid 19, if any, it is just like leaving hand
sanitizer dry in front of the door, if customers want it, use it or not, optional. Therefore, when the
company combines this campaign with Greenwich, the company will regain its class, not only in the
drinks as before but also affirms the seriousness of compliance measures to prevent the epidemic during
the time it is raging, help create peace of mind for Highlands customers. From there, it will help the
company not only regain lost revenue from the closed branch but also it can be increased more than
expected due to the attraction of those "anti-epidemic" spirit posters by Vietnamese languages. Besides,
hanging posters will help the salon's space become newer and more eye-catching to customers,
attracting their attention more about disease prevention.

 GREENWICH:

Highland coffee has signed a contract with our side to negotiate a campaign to hang Covid's anti-
epidemic works to raise awareness of each person about the epidemic, along with the benefits of both
sides in the cooperation. this time. In addition to Highland coffee, it also benefits both our side and all
Greenwich students. First, it helps us develop creative thinking through the images as well as the
meanings we convey through the messages in the picture. Second, being a person who has a
considerable influence on domestic and international friends, the spread of Covid translation room
makes the image of Greenwich School more beautiful and more sympathetic in the eyes of international
friends. Finally, the global message transmission helps students become closer and more united and also
helps people avoid the risk of disease. In short, Highland coffee should hang up the pictures of the
current global pandemic Covid outbreak. That not only makes them become conscious people in the
eyes of customers, increases their inherent brand name more and more. Furthermore, conveying a
meaningful message that makes the number of customers love and loyal will be more and more
equivalent to making Highland coffee increase sales and develop strongly.

 Communication channel: 

Social media will be the communication channels we want to use to convey our messages.
According to the Digital Marketing Vietnam 2019 report, "there are 64 million internet users out
of 97 million Vietnamese people". In the era of technology revolution 4.0, Digital Marketing is
becoming more and more popular and its important role has partly surpassed traditional
marketing methods. With people increasingly relying on the Internet in everyday activities, the
online promotion of products and brands is something that any business/organization needs to
do.

The above information proves that the internet is an effective communication channel to convey
messages. Therefore, Highland coffee can easily transmit health protection content from Covid-
19 such as: wearing a mask, washing hands regularly, keeping a minimum distance of 2m when
buying goods, using shopping services. online, etc.

 Timeline:

Due to the complicated situation of the Covid-19 epidemic, propaganda is expected to take place
from the end of 2020 to the end of 2021.
Specifically, the plan will start from December 1, 2020, to December 31, 2021.

 _Propaganda activities:

In each month from the beginning of the plan, on the Highland Coffee fan page, information on
Covid-19 translation in the world as well as in Vietnam will be updated continuously.

Besides, posters on disease prevention propaganda will also be posted regularly every month on
the homepage.

In stores, signs on health measures to protect against disease will also be placed in the stores.

Highland coffee staff will directly monitor the distance and temperature for customers when
buying directly.

Hand sanitizers and masks will also be made available at the store in case customers wish to use
them.

To encourage customers to buy Online to reduce disease infection. Customers will be given a
30% discount Voucher when buying Highland Coffee products online.