Red Team

Turning

Intergrated Marketing Communication

Lecturer: Dang Truong Thuy Anh
 Finding Breath
TABLE OF
CONTENTS

1. Current Situation Analysis

2. Key Strategic Decisions
3. Creative Brief
4. Creative Strategy
5. Media Strategy

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 1.2 SWOT Analysis
S W O T
Strengths Weaknesses Opportunities Threats
Meaningful message The character The audience's interest Many competitors in

The character
mentioned in the PSA in the issues of covid-19 the competition
mentioned in the PSA
does not fit the most Products can be viewed Compete with a large

represented for a
of community on a variety of media: number of mass

young age psychology. phones, laptops, and media products on

Released on a
The key message tablets,... allowing easy social networks
reputable fanpage. and CTA in PSA is sharing with anyone Misunderstand about

Team members have

not strong Participating in the key message
experience in Failing to make an contest won a lot of

producing media
emotional impression attention from students,
products on viewers easy to spread because

Production team it brings a message to
lacks of marketing the community.

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experience The demand for hearing
and seeing is increasing.

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2. KEY STRATEGIC

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DECISION
2.1 Marketing objectives
Specific
Increase fan page likes by 25% by
the end of the campaign, PSA
achieved 5.000 views on Facebook,
and Tiktok.

Measurable
Through the metrics displayed on
Facebook to measure (the number
of interactions increased by 20%
after 1 day).

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 Finding Breath
Actionable
Compared to the first day, the
number of comments and shares
with hashtags increased by 30%

Revelant
Achieving the set KPIs gives us the
opportunity to become one of the
effective PSAs, increasing
awareness, thereby getting more
sponsors to expand the project as
well as bringing more value to TA .

Time-bound
Campaign and marketing within 7
days from 21/05/22 to 27/05/22.

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2.2. COMMUNICATION Our project hopes to gain an increase in

awareness of the audience

OBJECTIVES

NATURE OF THE MESSAGE TO BE SPECIFIC COMMUNICATION EFFECTS

COMMUNICATED TO BE ACHIEVED

Audience’s sympathy and love for PSA

Increase awareness of how covid has

through interactions and shares on

affected people's health and abilities,

social media platforms.

especially for young people who are

Develop community connections

pursuing their passion, who are easily

through posts on social media to build

hindered by post-covid 19.
a positive reputation.
Motivate and encourage young people after
Covid-19 to be ready to face and follow their
passions.
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2.3 POSITIONING

This is a community-oriented product in the "New Normal"

period of the country. The product was created with the

desire to help people be aware of the impact of the Covid

19 on health, but still bring a positive perspective on life

after the pandemic. Thereby giving more motivation and

helping people empathize and understand each other

better, to join hands to build a new phase for the country to

recover from Covid 19.

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 Finding Breath
The target audience for the campaign is
young people between the ages 16 and
24. They live in the big cities and
developed areas. These are trend-
catching, following social networks and
easily influenced by celebrities, and do
not have a clear opinion on social
issues. These people or surrounding
them are affected mentally and
physically by the Covid-19 epidemic
causing a feeling of depression and loss
of motivation.

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 Finding Breath
Based on the set goals and tasks, which is non-profit,
the budget is determined to be suitable for the
production team's ability to pay to be able to make
PSA on a moderate scale.

2.5 CAMPAIGN
BUDGET

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3. CREATIVE BRIEF

FINDING BREATH WITH TURNING RED

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4. CREATIVE
STRATEGY
4.1 Creative idea

The goal of the project is to increase awareness of

the audience in the society after covid-19 the
pandemic - the “new normal” life.
The key message “Dream is breath, do not give
up” will be used to better describe the importance
of physical health, mental health, and our dream
motivation.
To attract audiences that have similar lifestyle
attitudes at the same time and encourage them to
overcome their difficulties across all different
media platforms.

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4.2 DETAILED
EXPLANATION 4.2.1 Digital Marketing

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Facebook
https://www.facebook.com/TVCreate/videos/50
6255634466736/

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Tiktok
Influencer
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4.2.2 Direct marketing

QR Code Apple's Airdrop

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4.2.2 Advertisement
Advertising

Results of our initial call: about 5,300

comments, 2,600 shares and 4,400
views. When running ads, we aim to
get 6,000 comments, 3,500 shares
and 10,000 views.

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5. MEDIA Social media:

STRATEGY
5.1 Justification of
Media and Media
Vehicles Selected

Social media is undoubtedly becoming one of the most influential and effective marketing media used in
modern times. Following Adsota 2021, 72 million Vietnameses uses social media. There will be a strong
presence of PSA on 2 main Social Media Platforms: Facebook, and Tiktok. Following Adsota 2021, 72 million
Vietnameses uses social media. Forthis very reason,we aimsto have ahuge social mediapresence.

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 Finding Breath
Online advertising

Online advertising can be

run online platforms like
Facebook and Tiktok. These
ads will attract the large
amount of targeted
audience and they will help
us to measure the success
or failure of our digital
marketing campaigns in real-
time.

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5.3 MEDIA PLAN
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Lai Phương Quỳnh 22007734
Đặng Ngọc Sinh 22008769
Đồng Hương Thạch Thảo 22007476
Trần Thanh Thảo 22014635

THANKS FOR LISTENING

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