RMIT Marketing & Communications Club

RMIT University
Saigon South Campus
Student Life Department

RMIT Content Battle 2019

January 11th, 2019

Project/Event Type: Competition

Event Scale: Medium Scale

RMIT UNIVERSITY STUDENT LIFE DEPARTMENT

Table of Contents

Event Overview & Details 2

II. Event Planning 3

2.1. Management Structure 3
2.2. Tasks Descriptions 4

III. Event Timeline & Activities Description 5

3.1. Activities Description 5
3.2. Judge panel 7
3.3. Event Timeline 8
3.3.1. Pre-event 8
3.3.2. On Event 9
3.3.3. Post Event 10

IV. Marketing & Communication Plan 10

V. Budget Plan 12

VI. Sponsorship Plan 13

VII. Risk Management & Campus Safety 13

I. Event Overview & Details

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1.1 Date(s): 5/11/19 - 17/12/2019.

1.2 Time: N/A.

1.3 Location(s): Online platform (Facebook) and offline (RMIT University).

1.4 Target Audience: RMIT students.

1.5 Estimated Attendance: 60.

1.6 Admission Requirements (Example: free with student ID or $5 w/out): Free

with student ID.

1.7 Objectives:

- For RMIT Students: This competition is expected to provide an opportunity and

environment for RMIT students who specially interested in Marketing and copywriting in
particular, and desire to demonstrate his/her creativeness, writing skill, presentation
skill, teamwork skill, logical thinking, and design (optional).

- For RMIT Marketing and Communications Club members: Developing ability

and skill in promoting for an event demanding creative and attractive promotional plan
to deliver the meaning of the competition and encourage engagement of students.
Furthermore, providing opportunities to gain experience in organizing, managing and
running a medium-scale event.

II. Event Planning

2.1. Management Structure

No Title Full Name & Position in club RMIT Email Mobile

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executive board

1 Project Leader Name: Lam Nguyen Binh Minh s3694692 0949649588

Position: President

2 HR Leader Name: Nguyen Ngoc Thuy Trang s3740839 0945431513

Position: Internal Vice President

3 Marketing & Name: Trieu Hoang Linh s3712589 0868459498

Communication Leader
Position: Director of Creative
Department

4 Finance Leader Name: Tran Pham Hoang s3741027 0938113330

Position: Chief of Finance

5 Logistic Leader Name: Nguyen Thanh Van s3742938 0903861808

Position: Director of Internal

Management Department

6 Sponsor Leader Name: Phan Vo Doan Nghi s3758841 0786722329

Position: External Vice President

2.2. Tasks Descriptions

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No Title
1 Project Leader
2 HR Leader
3 Marketing &
Communication Leader
4 Finance Leader
5 Logistic Leader
6 Sponsor Leader
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STUDENT LIFE DEPARTMENT
Tasks (who do what)
Project leader will keep track of overall working progress from
all other departments. Project leader will also take care of pre-
event documents and post-event. Together with Sponsor
Leader, Project leader will be in charge of all documents,
contracts and proposals if needed.
HR Leader will be in charge of allocating task for members,
keeping track of all organization team, and guaranteeing RMIT
students identification. HR Leader will be responsible for the
panel of judges for offline and online rounds.
In charge of promoting and executing a marketing plan for the
competition including online and offline marketing.
Responsible for communications plan including public
relations, video scripts and communication tools such as
emails, social media
marketing. Responsible for online round and deliver to the
panel of judges. In charge of visual content such as posters,
flyers, online posts and other designs to promote.
Responsible for allocating budget for marketing and logistic
organization.
Responsible for allocating location, organizing rooms and stuff
providing for participants in the final round.
In charge of keeping pace with sponsors. Together with Project
Leader, being in charge of all documents, contracts. Checking
contracts and guarantee that contracts are executed correctly
including sponsors’ demands and offers. Responsible for
thank-you emails for sponsors as well as communications
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between MarCom Club and other external relationships.

III. Event Timeline & Activities Description

3.1. Activities Description

- The Content Battle will be prolonged for 9 weeks, starting from a sneak peek post
on club’s Facebook Fanpage at the end of week 4 and finishing in the final round of
the competition in week 13.
- The registration form will be released on Facebook page from 11/11 to 24/11 (week
5 and week 6). The participating students will be required to form a team of three
members to be a valid application for the competition. There will be no participation
fee.
- The competition includes 3 rounds:

Timeline Activities Description

ROUND 1: ONLINE ROUND

25/11 Begin Round 1 All participating teams will receive one similar case of a brand with
necessary information through their provided email and required to
create a creative, attractive and original post for that case
including content and visual image. The participants will have a
week before the deadline.

02/12 Submit Round 1 The participants will be required to submit their creations through
email. No late submission is acceptable.

Open Vote on The result of this round will be decided by the audiences on social
Facebook Round 1 media through their votes for their favorite post of participating
teams, in which they find most creative, unique and funny. All the
submitting creations will be posted on the club's Facebook fan
page at the same time to guarantee the fair factor among teams.

09/12 Close Vote on Only reactions and share will be counted for the final result,
Facebook Round 1 comments are excluded to avoid overloaded and overcontrolled
spam items.

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10/12 Winner Six teams who have the most reactions and share
Announcement counts will be announced to pass round 1 via email.
Round 1

ROUND 2: ONLINE ROUND

12/12 Begin Round 2 All participating teams will receive a case in the form of a post with
the content that is used to promote the brand. Each team is
required to create a creative, attractive and original post including
content and visual image for the same brand as the first post, with
the content that specifically opposes the content of the initial post.
The participants will have a week before the deadline.

19/12 Submit Round 2 The participants will be required to submit their creations through
email. No late submission is acceptable.

21/12 Open Vote on The determination of this round's result is identical to round 1,
Facebook Round 2 which is through the engagement of the post (excluding
comments).

28/12 Close Vote on Only reactions and share will be counted for the final result, we
Facebook Round reject including comments to avoid overloaded and overcontrolled
spam items.

29/12 Winner Three teams who have the most reactions and share counts will
Announcement be announced to participate in the final round via email.
Round 1

ROUND 3: OFFLINE ROUND

11/1 Offline battle (On- Two teams will receive a case and necessary tools in order to
site battle): 2pm-5pm create a complete marketing campaign plan in 90 minutes. No
electronic devices allowed during which. After 90 minutes, they will
present their plan and idea to the judge panel and on-site
audiences within 20 minutes. The judges will comment on the plan
and assess which with a score. The score made by judges weighs
70% and the vote of on-site audiences weighs 30%. The team has
a higher score will be the winner of the RMIT Content Battle 2019.

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- Competition Support: In order to support two final teams in the final round, we
plan to hold a 2-hour workshop with Guest Speaker who is the representative of
well-known marketing agency (e.g, Redder, Ogilvy) on 4 January. The workshop is
also announced and opened to all RMIT students who want to join in. The profile of
the representative will soon be updated.

3.2. Judge panel

Our anticipated judge panel will compose of:

- Lecturer from RMIT that is specialized in Marketing.

- Staff from Careers & Industry Department that is specialized in Marketing.
- Representative from the brand that is used in the case study.
- Representative from a famous Marketing agency (e.g, Redder, Ogilvy), or
Influencer that is specialized in Marketing.

3.3. Event Timeline

3.3.1. Pre-event

No. Activity From To Main person in charge

1 Paperwork (Proposal, Contracts, 28/10/19 17/11/19 Project Leader and

Sponsorship Proposal, Budget Plan) Sponsor Leader

2 Keep track of all the plans and 28/10/19 18/01/20 Project Leader
working progress

3 Marketing and Promotion 07/11/19 18/01/20 Marketing Leader

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4 Opening Register form 11/01/20 24/11/19 HR Leader

5 Sponsors invitation letters, contracts 1/11/19 11/01/20 Sponsor Leader and

tracking Finance Leader

6 Event time and Risk management 28/10/19 1/11/19 Project Leader

proposal

7 Props Preparation 23/12/19 11/01/20 Logistic Leader and

Finance Leader

8 Posters, flyers, banners preparation 07/11/19 24/11/19 Marketing Leader

and printing

9 Contacting and organizing the panel 11/12/19 01/01/20 Marketing Leader

of judges

10 Location organizing 10/01/20 11/01/20 Logistic Leader

11 Case study composition 01/11/2019 10/01/20 Project Leader &

Marketing Leader

12 Results aggregation 09/12/19 11/01/20 Project Leader &

Marketing Leader

13 Organize workshop with guest 04/01/20 Marketing Leader

speaker (KOL, influencer, expert in
marketing industry).

14 Inform participants about the 11/11/19 HR Leader

competition.

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3.3.2. On Event

No. Activity From To Main person in

charge

1 Round 1: Online post 25/11/19 10/12/19 Project Leader

2 Round 2: Online TVC 12/12/19 29/12/19 Project Leader

3 Round 3: Offline - Marketing Campaign 11/01/19 Project Leader

Pitching

3.3.3. Post Event

No. Activity From To Main person in charge

1 Report 12/01/20 18/01/20 Project Leader

2 Recap photos and videos 12/01/20 18/01/20 Marketing Leader

3 Thank you letters for participants 12/01/20 18/01/20 HR Leader

and audiences

4 Thank you letters and report for 12/01/20 18/01/20 Sponsor Leader
sponsors

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IV. Marketing & Communication Plan

Type (x) on the box(es) dedicating your option(s) and provide appropriate materials if needed

Press releases (or news coverage with public-involved/large scale events)

If yes, please indicate in this form so Student Life and Communication Departments could provide you further assistance.

On-Campus Updates

Depending on your event, you should plan and implement different type of information to promote your event through RMIT Student
x Updates, Staffs Updates, Intranet Updates, Calendar, Student Club’s Upcoming Event Site.

Must provide at least one submit for on-campus updates. From there, depending on the information you provided, we will distribute
through suitable channel.

Self-Promotion (club chooses to not promote through supportive Student Life channels)
x
Please indicate which channels you will use if you choose this option.

Displays on Campus (campus flyers, banners, digital signage, …)

x
Attached designed files or design request forms if needed.

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V. Budget Plan

INCOME (Registration Fees, Sponsorship, …)

Items Proposed Income

Sponsorship 23,000,000VND

TOTAL

EXPENSES

Items Unit Cost Unit Proposed Total

Facebook Ads 700,000VND 1 700,000VND

Marketing materials (banners, flyers, 5,000,000VND

backdrop, etc.)

Guest speaker 2,000,000VND 1 2,000,000VND

Project mentor 1,000,000VND 1 1,000,000VND (estimated)

Judge panel 2,000,000VND

Promotion clip 600,000VND

Promotion booth (awards, decoration) 1,500,000VND

Catering (on-event) 5,000,000VND

Awards 5,000,000VND

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TOTAL 22,800,000VND

VI. Sponsorship Plan

Please check the attached “[MarCom] Content Battle_Sponsorship Approval Form” file.

VII. Risk Management & Campus Safety

No. Time Issue Reason Note Level Solution

1 Pre-event Lack of budget. - Fail to meet - Uninterested High - Approach

expected sponsors. contingency
sponsorship. - Unpersuasive sponsors.
- Sponsors proposal. - Lessen budget
decline to offer - Dissimilar and cut down
the expected purposes to expenses.
sponsorship. corporate. - Improve
sponsorship
proposal.
- Modify event to
better suits
sponsors'
purposes.
- Narrow the event
scale.

2 Pre-event Lack of - Unaware of the - Weak High - Highly concentrate

& On-event participant competition. promotion and on promoting and
- Audiences lack marketing. marketing.
the confidence - Does not give Forcefully
to join. audiences the enhance this
- Audiences find worthiness of aspect of event.
the competition participation. - Design interesting
uninteresting / - First case studies and
the awards are establishment thoroughly

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not attractive -> lack of trust

enough. and prestige.
- Audiences find - MarCom Club demonstrate to
the competition is newly audiences the
bothersome and opened with benefits of
negatively several participation:
affects their negative experiences, self-
works/studies if reputation -> improvement,
join. not teamwork, work
- Participants trustworthy. opportunities.
withdraw from - Strive to increase
the competition sponsorship to
in the middle of deliver more
the competition. attractive awards.

3 Pre-event Case study - Insufficient There will be Medium - Early jumpstart

& On-event postponement information two case of process to
received or late studies based avoid delays.
delivery of on the practical - Prior contact
information marketing with backup
from the brand situation of one brands for
to compose the or two brands contingency.
case study. that we have - Compose a
- Fail to identify approached and hypothetical
brands to requested for case study.
cooperate on collaboration for
this subject the event priorly.
matter.

4 Pre-event Lack of staff Club’s personnel RMIT MarCom Low - Recruit

& On-event is inadequate to Club currently volunteers.
support the has 30 - Distribute tasks
event. members. evenly.

5 Post-event Exceed budget Unforeseeable High - Comprehensively

expenditures review and
resulted in research the costs
exceeding the of each expense
initial proposed before purchase.
budget. - Attempt to
propose higher
sponsorship than
expected to cover
loss.

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