GROUP CREATIVE

B R IE F C O N TENT
CALENDAR
COMM2789 – Digital Content Creation
 P R O E C T I N F O R M AT I O N CREATIVE BRIEF MONTH Q2/2021

1 2 3 1 2 3
1. AN AUDIT ON PJ'S COFFEE ONLINE PRESENCE IN VIETNAM CURRENT ISSUE:
Lack of a planned and
STRENGTH documented Content Strategy,
resulting in a one-way,
• Availability of branded channels: Social Media + Website (highly-ranked speed) inconsistent, irrelevant
communication to local audience
• Newsroom Model & Content as Presence Archetype are applied
• Contents are relevant to business model: serving both B2B & B2C Audience JOBS-TO-BE-DONE:
• Website's presence can be displayed on both Mobile & PC (PageSpeed Insights n.d.) A 3-month contentstrategy
• Positive testimonials on Facebook (PJ'scoffeevietnam n.d.)
1. Well-assisting a seamless
Consumer Decision Making
WEAKNESS Process with relevant SMART
objectives

• All channels have poor engagement, paid tools were not leveraged to increase traffic/ engagement 2. Clear targeting of certain
• Fundamental topics are covered including backgrounds, offerings, past activities & promotions. B2B/ B2C audience
However, emotional/ educational/ interactive/ seasonal/ local-relevant topics are absent. CTAs are not actionable segmentations
• Limited formats (mostly social posts with single picture) 3. Consisting of Messages and
• Facebook is frequently updated, but lack of a planned duration Topics that are audience-
• Contents does not communicate a certain segment of B2C that brand is targeting relevant, local-relevant & tell
the brand's story
• Website presence is not user-friendly. Social Media & Website are not consistent, poor lead generation recorded
• Testimonials are not authentic. Brand is not responsive 4. Improving performance of
current distribution model &
archetypes & Expanding to
2. SMART OBJECTIVES other highly-engaged ones

OBJECTIVES Social Media Blog/Website

Reach 30% Organic Visit 30%

Increase Audience Engagement on PJ's Coffee Online Impression 40% Bounce Rate (20%)
Channels by 30% after 3 months
Benchmark: PJ's coffee historical performance (Rival IQ Avg Visit
OPERATIONA Video Retention Rate 30% 15%
2020) Duration
L
Shin coffee historical performance (Rival IQ Post EngagementRate 30% Duration
2020)
Case study: WARC- New benchmarks Video Engagement Rate 20%

Organic Mentions 10%

Referral Traffic 10%

CTR Per Post 20%
OPERATIONA Increase Conversion Rate of PJ's Coffee Online Channels by Social Traffic 20%
L 15% after 3 months
E-Invitation Registration 130/180 pax Qualified Lead 10%

Drive content-driven purchase intent (2% after 3 months 3M:2%

STRATEGIC Share of Voice
and 3% more for the next 9 months) 1Y:5%

C U S TO M E R P E R S O N A S
Selena Vy Nguyen (B2C)
• 30 years old
• Upper-level office-worker, living in
Ho Chi Minh City.
• Coffee has become an essential need of her life; hence, she is selective on her choice
of coffee.
• With a dynamic lifestyle, Vy hardly makes coffee herself and wishes to have her own
to-go coffee shop. She is willing to pay higher price for coffee with trusted origin,
standard brewery process, distinctive taste and a cozy sit-down.
• Having exposed to foreign culture, Vy is open to try different types of coffee. Still, she
wishes to find a Vietnamese taste in them.

Hoang The Trung(B2B)

• Trung has to host many events for his companies and looks for an event catering
• 33 years old
service that not only supplies food and beverages, but also unique experiences that
• Project leader of a real estate keep his clients to linger.
agency in Ho Chi Minh City.

BRAND TRUTH: 80% B2C

PEOPLE WHO APPREACIATETHE CONTENT
ALLOCATION
DIFFERENCES 20% B2B
 RMIT Classification: Trusted

BIG IDEA S CREATIVE BRIEF MONTH Q2/2021

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T H E A U TO B I O G R A P H Y O F C O F F E E H O L I C
A woman's life stories, surrounded by coffee and coffee people. It's about her special taste/ affection for coffee and the coffee roast master/ art-masters
(craftsmanship) that she encounters everyday. In her pursuit for a well balance of Vietnamese and Foreign Taste of Coffee, she found PJ's Coffee

MY FIRST COFFEE MY COFFEE CRUSH MY COFFEE OBESSESSION

Get to know coffee PJ’s Coffee’s Ca Phe Sua
Da and Cold Brew Iced Coffee – coffee that
celebrates the balance of New Orleans’
craftsmanship and Vietnamese taste.
A closer look into the process of making these
coffee and an emotional appeal for the artistic
craftsmanship and Art-master.
In her pursuit for the most sophisticated coffee
cup, she finally gets into an irrisistible
attachment to PJ’s Coffee and their
craftsmanship

Reason-to-believe CONTET STRATEGY:

Customer-led Strategy
• "Female prefers more chain shops while male has higher ratio for local shops" and 85.8% of female are drinking
MODEL:
coffee on a daily basis (Slideshare 2020). Hence, we narrow down on a "subculture" audience segmentation to
Consumer-Decision Making
drive higher qualified engagement (Patel 2018). “
Process
• PJ's Coffee identifies "Difference" as in Authority, Craftsmanship and Hospitality (PJ's coffee client brief). We focus
on Craftsmanship as of 2 reasons: Authority: Living in a country of second-coffee exporter, "Vietnamese people Content Models:
have tons of local options" of coffee beans (CNBC 2020), hence, having little preference on imported coffee beans, Newsroom 42.86%
which is our coffee beans; Hospitality: Consumers prefers coffee shop that are within their reach (Dam, Vo & Ngo Partner 57.14%
2015), hence, our limited location hinders promoting in-store experience as our difference. Content Archetypes
• Filtered Coffee has become a culture of Vietnamese consumers. Although coffee made by machine (Italian Coffee) Presence 80.05%
or cold brew is taking the share, coffee with milk is still of higher preference (Vietnam Insider 2020). For a culture- Window 5.93%
relevant approach, Ca Phe Sua Da and Cold Brew Iced Coffee are focused, which is the closest resemblance of Community 5.83%
Vietnamese taste. Currency 12.62%

TO P 5 I D E A S F O R B L O G S VIDEOS

NAME WRITTEN TOPICS DESCRIPTION TOPIC FOR VIDEOS DESCRIPTION

Why the
Coffee Art-Master Meet-up: difference
The Mr. Coffee I know: How he brew it– The Journey to bring a cup
Cold brew Coffee vs. Iced matters: Cold
Caphe Sua Da? (BTS) of iced coffee to customers
Coffee (Blogpost) Brew versus Iced
Coffee

Barista's skills in Let's experience the making

The Mr.Coffee I know: His the art of making The Mr. Coffee I know: His Art?(BTS) process a cup of coffee with
Art? (Blogpost)
coffee process professional barista

The Mr. Coffee I Know:
When Cold Brew goes local!
(Publisher content)
A listicles of
localized versions Taking first-person view,
of Cold Brew and vlogging a day of her life.
My beloved Mr. Coffee| Vlog 7: Good
author’s reviews things happen over Coffee For every little happy
with mentions to moments she has, she has a
PJ’s Coffee Cold PJ’s Coffee Cup with her
Brew of top 3

Is RoastingCoffee The "Mr. Coffee" I know: How he brew it-

The Mr. Coffee I know:How Barista's Delicacy: Cold Brew
a skilled-labor Cold Brew Iced Coffee? (BTS)
he roasted it? (Blogpost)
job?

A twist of your
Coffee Art-Master Meet-up: Dare to challenge
own unique
How to make Ca Phe Sua Da My beloved Mr. Coffee: Vlog 2: Not your perfection? This 'not so
style to the average Ca Phe Sua Da
by Espresso maker? average Caphe Sua Da' will
average Ca Phe
(Blogpost) change your mind
Sua da

Refresh your day

Coffee Art-Master Meet-up: My beloved Mr. Coffee| Vlog 1: A Coffee
by enjoy the Coffee Hopping: the way to
Brewing Together (morning hopping day
brewing process tourist your mindset
brewing routine) (Blogpost)
with your partner
CONTENT P ILLA R
CREATIVE BRIEF MONTH Q2/2021

1 2 3 1 2 3

BRANDING & ENGAGEMENT TRAFFIC & LEADS Facebook Post

(Picture + Caption)

Big Idea: Autobiography of a Coffeeholic Press Release

15-60s Clip

My First Coffee My CoffeeCrush My CoffeeObsession Blog Post

Facebook Quiz

The “Mr. Coffee” I My Beloved Mr. Coffee

Morning! Coffee?|
Ca Phe Sua da/ Cold
Brew Iced Coffee
(Take-away)
Morning! Coffee?|
Ca Phe Sua da/ Cold
Brew Iced Coffee
(In-store)+ Today’s
Playlist
Morning! Coffee?|
Quizz 1-11
Morning! Coffee?|
YoutubePlaylist
Know| How he
roasted/ ground/
brew it? & His Art?
(Behind-the-scence
Clip)
The “Mr. Coffee” I
Know| How he
roasted/ ground/
brew it? & His Art?
The “Mr. Coffee” I
Know| Coffee Trivia
Night
The “Mr. Coffee”I
Know| Coffee
Guidebook
The ”Mr. Coffee” I
Know| Publisher
Articles
The “Mr. Coffee” I
Know| KOLs Posts
CoffeeArt-Master Guideline FORMAT
|Story 1-6
Meet-up | Coffee
Knowledge Facebook
Livestream & IGTV
Coffee Art-Master My Beloved Mr. Coffee
Meet-up | Event |Vlog 1- 7 Minigame
Launching/ E-
Influencer
Invitation/ Agenda/
Updates Contents
Publisher Contents
Coffee Art-Master
Meet-up |Publisher
Articles Youtube playlist
EVENT BRIEF
Coffee Art-Master CHANNEL
• Coffee Art Master
Meet-up|Influencers
Meet-up: The event
Posts Facebook Fanpage
to celebrate Coffee
Art. It is not just Latte
Instagram
CoffeeArt-Master Art, it is the Art of
Meet-up | Event how coffee well-
Blogspot
Recap: blend with the culture
of anywhere it goes.
Youtube
• Objective for each
Coffee Art-Master target audience: Facebook
Meet-up |Livestream ➢ Coffee-lovers: an Event/Community
opportunity to
expose to different
Email
fusions of coffee
CoffeeArt-Master
Meet-up |Press ➢ Coffee Art-Master: Sponsored/Partnered
Release an networking event Sites & Influencers’
to learn and show Social Media
techniques

CONTENT G U IDELINE SUMMARY

My First Coffee My Coffee Crush My Coffee Obssession FacebookPost 84

15-60s Clip 13
Vietnamese take to New When the Coffee Art-Master Everlasting things happen
MESSAGES
Orleans Coffee meets Coffee-Lovers over Coffee Blog Post 8

TONE OF Welcoming, Energetic, Feminist, Appreciative, Loving, Cherished,

FB Quizz 11
VOICE Motivative Curious, Casual Impassioned Guideline 1
In-store/ daily activities &
KV & friends/ colleagues;
real in-store/ take-away
In-store activities & people people from KV’s eye-sight, Facebook Livestream
VISUALS
from KV’s eye-sight featuring PJ’s Coffee & IGTV 1
products
products/ people
#PJsCoffeeVietnam,
Minigame 2
#PJsCoffeeVietnam, #PJsCoffeeVietnam,
#Mr.Coffee, #Coffee Art- Youtube Playlist 1
HASHTAGS #unforgettablemoment #Mr.Coffee, #Coffeeholic,
#MasterMeet-up,
#morning Coffee, #Coffeelover, #Coffeeforlife
#CoffeeTriviaNight PressRelease 2
CALL-TO-
Play now, Visit us now Register Now, Join us
Want to know more Influencer Contents 6
ACTION information (link)
Publisher Contents 8
INFLUENCER
Vietcetera, Seedtomysoul
& Total Assets 137
Blog, Helly Tong, Shank Linh
PUBLISHER
 SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY CREATIVE BRIEF MONTH Q2/2021

1 2 3 4 5 6
Morning! Coffee?| Morning! Coffee?|
Morning! Coffee?| Facebook Post
Morning! Coffee?| Cold Brew Iced Morning! Coffee?| Cold Brew Iced
7:30 AM Ca Phe Sua Da &
Ca Phe Sua Da Coffee + Today's Ca Phe Sua Da Coffee + Today's (Picture + Caption)
Crispy Banh Mi
Playlist Playlist

15-60s Clip
Morning! Coffee?| Cold
Brew Iced Coffee &
9:30 AM
Brispy Banh Mi + Blog Post
Today's Playlist

Facebook Quiz
The "Mr. Coffee" I The "Mr. Coffee" I
1:30 PM know: How he know: How he
roasted it? roasted it? (BTS)
Guideline
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
Facebook FORMAT
Morning! Coffee?| Morning! Coffee?| Morning! Coffee?|
Livestream & IGTV
Quizz 1: Which Ca Phe Sua Da & Morning! Coffee?| Ca Phe Sua Da & Morning! Coffee?|
7:30 AM
Coffee to kickstart Crispy Banh Mi + Ca Phe Sua Da Crispy Banh Mi + Ca Phe Sua Da Minigame
our Monday? Today's Playlist Today's Playlist

Press Release
The "Mr. Coffee" I
know: Sneaking out
The "Mr. Coffee" I for brunch? Try this Morning! Coffee?| Ca Influencer
Phe Sua Da & Crispy
9:30 AM know: How hebrew quicky but goodyCa
Banh Mi + Today's
Contents
it - Ca Phe Sua Da? Phe Sua Da and
Crispy Banh Mi Playlist
combo out! Youtube Playlist

The "Mr. Coffee"I Publisher Contents

The "Mr. Coffee" I
The "Mr. Coffee" I know: A New The "Mr. Coffee" I
know: How hebrew
1:30 PM know: How he Orleans friend got know: How he
it - Ca Phe Sua Da?
ground it? our Ca Phe Sua Da ground it? (BTS)
(BTS)
featured!

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

Morning! Coffee?
Morning! Coffee?| |Quizz 2: What does
Morning! Coffee?| Morning! Coffee?|
Morning! Coffee?| Ca Phe Sua Da + Cold Brew Iced your usual milk level
7:30 AM Ca Phe Sua Da &
Ca Phe Sua Da Coffee + Today's in Ca Phe Sua Da tell
Today's Playlist Crispy Banh Mi
Playlist about your
personality?

The "Mr. Coffee"I The "Mr. Coffee" I

know: Ca Phe Sua know: When a Ca- Morning! Coffee?| Cold
9:30 AM Da - Are thechains phe-sua-da person Brew Iced Coffee +
coffee shops tries Cold Brew Iced Today's Playlist
making it great? Coffee

The "Mr. Coffee" I The "Mr. Coffee" I The "Mr. Coffee" I

know: How hebrew know: How hebrew know: How hebrew
1:30 PM
it - Ca Phe Sua Da? it - Ca Phe Sua Da? it - Cold Brew Iced
(BTS) (reproduced) (reproduced) Coffee? (BTS)

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

Morning! Coffee? Morning! Coffee?|

Morning! Coffee?|
Morning! Coffee?| |Quizz 3: Do you Morning! Coffee?| Cold Brew Iced
Cold Brew Iced
7:30 AM Cold Brew Iced have the same Cold Brew Iced Coffee & Crispy
Coffee & Crispy Banh
Coffee coffee taste as the Coffee Banh Mi + Today's
Mi
rest of theworld? Playlist

Morning! Coffee?| Cold

Brew Iced Coffee &
9:30 AM
Crispy Banh Mi +
Today's Playlist

The "Mr. Coffee" I

The "Mr. Coffee" I
know: How hebrew
1:30 PM know: When Cold
it - Cold Brew Iced
Brew goes local!
Coffee?

The "Mr. Coffee" I The "Mr. Coffee" I

know: How hebrew know: Listicles:
3:00 PM
it - Cold Brew Iced Friday's cold-brew
Coffee? (BTS) hopping
 RMIT Classification: Trusted

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY CREATIVE BRIEF MONTH Q2/2021
Morning!
Coffee? |Quizz
Morning! Morning! Morning!Coffee?| Morning!Coffee?| 1 2 3 4 5 6
Coffee?| CaPhe Coffee?| Cold Cold Brew Iced Ca Phe Sua Da &
7:30 AM 4: Which cup of
coffee matches Sua Da + Brew IcedCoffee Coffee + Today's Crispy Banh Mi + Facebook Post
Today'sPlaylist & Crispy BanhMi Playlist Today's Playlist
your personality? (Picture + Caption)
The "Mr. Coffee"
I know: Howhe The "Mr. Coffee" I Morning! Coffee?|
brew it - Cold know: Latte Art is Cold Brew Iced 15-60s Clip
9:30 AM
Brew Iced not the only Coffee Coffee & CrispyBanh
Coffee? Art out there! Mi +Today's Playlist
(reproduced) Blog Post
The "Mr. Coffee" The "Mr. Coffee" The "Mr. Coffee" I
I know: How he I know: His Art know: His Art(Cold
1:30 PM brew it - Cold (Cold Brew Iced Brew Iced Coffee &
Brew? (BTS) Coffee & Ca Phe Ca Phe Sua Da)? Facebook Quiz
(reproduced) Sua Da)? (BTS)

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

Guideline
Morning!Coffee?| Morning! Coffee?
Morning!
Morning! Morning! Cold Brew Iced |Quizz 5: Your
Coffee?| Cold
7:30 AM Coffee?| Ca Phe Brew IcedCoffee Coffee?| Cold Coffee & Crispy favourite PJ's Coffee Facebook FORMAT
Sua Da Banh Mi + Today's will tell the city you
+ Today's Playlist Brew Iced Mocha Livestream & IGTV
Playlist belong to!
Morning!Coffee?|
9:30 AM
Cold Brew Iced Minigame
Coffee + Today's
Playlist
The "Mr. Coffee" I
My beloved Mr.
The "Mr. Coffee" I
know| Minigame: Press Release
Coffee My beloved Mr. know: His Art
Coffee| Story 1: Mark your calendar
Art- Coffee| Vlog 1: A (Cold Brew Iced for our Coffee Trivia
1:30 PM My coffee is a
Master Coffee hopping
little bit sweeter
Coffee & Ca Phe Night: live at Influencer
Event day Sua Da)? (BTS)
Soft-
today!
(reproduced)
9:00pm tomorrow Contents
launch
Coffee Art-Master The "Mr. Coffee" I Youtube Playlist
Coffee Art- Meet-up| Event know| PJ's Coffee
The "Mr. Coffee" Master Meet- Launching (First Trivia Night:
I know: Latte Art up| Event Entrants granted by Guess the word
is not the only Teasing: Have minigame): What game Publisher Contents
9:00 PM Coffee Art out you ever thought will be at Coffee Art- Prize: 1 gift voucher
there! of meeting your Master Meet-up? (value: 1 million
(reproduced) Coffee Art- Review tomorrow us VND ) + 3 PJ's
Master? at Coffee Trivia Coffee Art-Master
Night. Meet-up invitations

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

Morning!
Coffee?|Quizz6:
Rate these Morning!Coffee?|
Morning! Morning!Coffee?|
Morning! popular Coffee Coffee?| CaPhe Cold Brew Iced Cold Brew Iced
7:30 AM Coffee?| Cold drinks and we Coffee & Crispy
Sua Da & Crispy Coffee & Crispy
Brew IcedCoffee will tell you what Banh Mi + Today's
Banh Mi Banh Mi
type of Wifey Playlist
you will be
Morning!Coffee?|
Cold Brew Iced
9:30 AM
Coffee Mocha + Today's
Art- Playlist
Master Coffee Art-
Event Master Meet-
Registrati up| Coffee My beloved Mr.
CoffeeArt-Master My beloved Mr.
on Knowledge: Coffee| Story 2: 7
Meet-up | Press Coffee: Vlog 2:
1:30 PM Brewing signs that we area
Release: Event Not your average
Together affectionate with
Launching Coffee Sua Da
(morning coffee
brewing routine)
The "Mr. Coffee"
Coffee Art-Master
I know: PJ's
Meet-up|Event E-
9:00 PM Coffee Trivia
Invitation: Early-
Night Winner
bird Registration
Announcement

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

Morning!
Coffee? |Quizz
7: Your Go-to Morning! Morning! Morning!Coffee?| Morning!Coffee?|
7:30 AM Coffee order will Coffee?| CaPhe Coffee?| Cold Cold Brew Iced Ca Phe Sua Da &
determinewhere Sua Da + Brew IcedCoffee Coffee + Today's Crispy Banh Mi +
you and your S.O Today'sPlaylist & Crispy BanhMi Playlist Today's Playlist
will get married
Morning!Coffee?|
Cold Brew Coffee
9:30 AM Mocha + Today's
Playlist
Coffee Coffee Art-
Art- Coffee Art- Master Meet-up:
Master Coffee Art- Don't miss out The "Mr. Coffee" I
Master Meet-
Event Master Meet-up: My beloved Mr. these know: His Art Coffee Art-Master Coffee Art-Master
up| Coffee
Registrati Early registration Coffee: Vlog 3: Vietnamese (Cold Brew Iced Meet-up: PJ's Meet-up: Just a love
1:30 PM Knowledge: Ca
on for a one-of-a- Asthetic morning versions of Cold Coffee & Ca Phe Coffee: the aroma of letter to Saigon's
Phe Sua Da vs.
kind coffee-lovers coffee routine Brew at Coffee Sua Da) delicacy coffeeholic
Cold BrewIced
meet-up Art-Master Meet- (reproduced)?
Coffee
up
Coffee Art-Master
Coffee Art-
Coffee Art- Meet-up| Event E-
Master Meet-up| Coffee Art-Master
Master Meet-up: Invitation: Hurry
Event E- Meet-up| Event E- up! Your Invitation
9:00 PM PJ's Coffee: A
Invitation: Early- Invitation doesn't last for long
house for a well-
bird Registration (reproduced) (Countdown Event
blended taste.
(reproduced) E-Invitation)
 RMIT Classification: Trusted

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY CREATIVE BRIEF MONTH Q2/2021
Morning! Coffee ?
Morning!
Morning!
Coffee?| Cold
|Quizz 8: Your 1 2 3 4 5 6
Morning! Morning!
Coffee?| Cold Favourite Coffee
7:30 AM Coffee?| Ca Phe Coffee?| Cold Brew Iced Coffee Facebook Post
Brew Iced Coffee Choice Will Reveal
Sua Da Brew IcedMocha & Crispy Banh Mi +
+ Today's Playlist How Many Lovers
Today's Playlist
You Have
(Picture + Caption)
Coffee Art-
Master Meet-up|
15-60s Clip
Event Updates:
Don't miss out
My beloved Mr. Morning! Coffee?|
theseVietnamese
Coffee| Vlog 4: Cold Brew Iced
Blog Post
9:30 AM versions of Cold
Brew at Coffee One more cup of Coffee + Today's
Art-Master Meet- Coffee, please! Playlist
up (share Facebook Quiz
publisher
Coffee contents)
Art-
Master
Guideline
Event Coffee Art-Master
The "Mr. Coffee"
Countdow Meet-up: A run-
n
I know: His Art Coffee Art-Master
down of CoffeeArt- Facebook FORMAT
(Cold Brew Iced Meet-up | Press
1:30 PM
Coffee & Ca Phe Release: Event
Master Meet-up for Livestream & IGTV
those lucky
Sua Da)? (BTS) Agenda
Coffeelover out
(reproduced)
there Minigame

Coffee Art-
Master Meet- Press Release
Coffee Art- Coffee Art-
up| Event Coffee Art-Master
Master Meet-up| Master Meet-up Coffee Art-Master
Updates: A Meet-up | Event
Event E-
meet-up with the
| Event Updates: Meet-up | Event
Updates: Here is an
Influencer
9:00 PM Invitation: Last Get to knowyour Updates: Event
chance to get
Coffee Art-
Coffee Art Checklist
event run down Contents
Master is not the (reproduced)
your e-invitation Masters
only reward
you'll get! Youtube Playlist

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

Publisher Contents
Morning! Coffee
? |Quizz 9: Order Morning!
Morning! Morning! Coffee?|
Morning! Coffee a dozen cup of Coffee?| Cold
Coffee?| Ca Phe Cold Brew Iced
7:30 AM ?| Cold Brew Coffee and we'll Brew Iced Coffee
tell you if youare Sua Da & Crispy Coffee & Crispy
Iced Coffee & Crispy Banh Mi +
a barista or a Banh Mi Banh Mi
Today's Playlist
roastmaster.

Coffee
Coffee Art- My beloved Mr.
Art- Morning! Coffee?|
Master Meet-up: Coffee| Vlog 5: 5
Master Cold Brew Iced
9:30 AM Attention! things I wish to
Event D- Mocha + Today's
Coffeeholic know sooner
Day Playlist
(Livestream) about Mr. Coffee

My beloved Mr.
Coffee| Story 3:
1:30 PM
Coffee on a memory
lane

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

Morning!
Coffee? |Quizz
10: It's time to Morning! Morning! Morning!Coffee?|
Morning!
learn which Coffee?| Cold Coffee?| Cold Cold Brew Iced
7:30 AM Coffee?| Ca Phe
regions of Coffee Brew Iced Coffee Brew Iced Coffee Coffee + Today's
Sua Da
beans you belong + Today's Playlist & Crispy Banh Mi Playlist
to

Coffee Art-
Morning! Coffee?|
Master Meet-up: My beloved Mr.
Cold Brew Iced
7 reasons why Coffee| Vlog 6:
9:30 AM Coffee & Crispy
CoffeArt-Master Coffee on a daily
Banh Mi + Today's
Meet-Up must basis
Playlist
be annual

Coffee Art- My beloved Mr.

Master Meet-up: Coffee| Story 4:
My beloved Mr.
Coffeeholic! Here Coffee - from
1:30 PM Coffee| Story 5:
is what you have bean to perfect
Coffee in bed
miss out on brew (and
(Recap) perfect crew)

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

Morning! Coffee?
Morning! Morning!Coffee?|
Morning! Morning! |Quizz 11: Your
Coffee?| Cold Ca Phe Sua Da &
7:30 AM Coffee?| Ca Phe Coffee?| Ca Phe Coffee opinion will
Brew Iced Coffee Crispy Banh Mi +
Sua Da Den Da reveal exactly how
+ Today's Playlist Today's Playlist
cool you are!
Morning! Coffee?|
9:30 AM Our favorite Playlist
for Coffee Chill-out
My beloved Mr.
My beloved Mr. The "Mr. Coffee" I
Coffee Vlog 7:
Coffee| Story 6: know: The Coffee
1:30 PM Good things
Good thingshappen Handbook for a
happen over
over Coffee! Coffeeholic
Coffee
 R EF ER ENC E LIST
Altimeter 2016, The Key Elements for Building a Content Strategy, company report, Altimeter a Prophet Company, viewed 24 November 2020,
<https://insights.prophet.com/key-elements-for-building-a-content-strategy-2016>.

Arens, E 2020, 'The best times to posts to post on social media in 2020', SproutSocial, viewed 20 November 2020, <https://sproutsocial.com/insights/best-times-
to-post-on-social-media/?fbclid=IwAR0xfWzHS-eR70VaRQBsEEeDQCbZ9aBbBp6jPtVErdLm8H0QmMbejmbhnI8>.

CNBC 2020, Why Starbucks Struggles In Vietnam's $1B Coffee Market, YouTube,1 January, CNBC, viewed 23 November 2020,
<https://www.youtube.com/watch?v=llwyY4BDbfc>.

Daisy, N 2020, ‘Starbucks, Coffee Bean, and Tea Leaf losing to Vietnam’, Vietnam Insider, 15 January, viewed 23 November 2020,
<https://vietnaminsider.vn/starbucks-coffee-bean-and-tea-leaf-losing-to-vietnamese-chains/>.
G. Quester, P, Simone, P & Fopanidis, F 2013, Consumer behaviour: Implications for Marketing Strategy, ProQuest Ebook Central database.

Google Developers n.d., Pagespeed Insights (Desktop), Google Developers, viewed 22 November 2020,
<https://developers.google.com/speed/pagespeed/insights/?url=http%3A%2F%2Fpjscoffeevietnam.com%2F&tab=desktop >.

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 RMIT Classification: Trusted

Search
No. Keywords SEO Difficulty Cost per click
Volume
1 pjs cafe 1000 20 $0.86
2 pj s cafe 480 15 $1.28
3 pj's cafe 480 20 $1.28
4 pj coffee 22200 26 $0.27
5 pj coffee menu 2400 15 $0.07
6 pj's coffee menu 1600 7 $0.07

7 pj coffee locations 390 14 $0.31

8 pjs coffee locations 390 14 $0.31

9 pj's coffee franchise 140 27 $17.28

10 pjs iced coffee 20 13 $0

11 pjs cold brew 20 27 $0

12 pj's coffee delivery 20 26 $14.17

13 coffee from Vietnam 27100 49 $3.07

14 coffee Vietnam 27100 49 $2.72

15 Coffee 140 32 $0
16 Ca phe sua 170 15 $0
17 Coffee sua da 1600 14 $0.23
18 Coffee da 720 21 $2.68
19 cafe espresso 2400 44 $0.84
20 cafe arabica 1600 47 $0.28
21 cafe near me 246000 43 $2.76

Appendix 2: SEO Keywords List for PJ's Coffee

 RMIT Classification: Trusted

Word
Image Image PC Mobile Word limit URL
Type Format limit on Time Headline Note
size ratio display display on mobile link
website

FB picture and 1200 470 626 500 110

4:3
Post caption ×900 ×470 ×840 characters characters

FB Multipicture 600 300 125 500 120 Short

1:1 1-2 lines
Post (Carousel) ×600 ×300 ×125 characters characters (1 line)

Multipicture 25
FB 1200 90
(Facebook 1.9:1 characters
Post ×628 characters
CollectionAds) (1-2 lines)

2-3 lines
Lead
Call to 1200 470 560 500 110 on PC ,
generationAd 1.9:1 1-2 lines
action ×628 ×246 ×292 characters characters 1 line on
Photo sizes
Mobile

2-3 lines
25
Photo 1200 470 560 125 on PC , 30
Blog Post 1.91:1 characters
ads ×628 ×246 ×292 characters 1 line on characters
(1-2 lines)
Mobile

.mp4
container
470 560 15sClip
ideally with 500 110
Video 16:9 pixels pixels or 60s
leading characters characters
wide wide Clip
mov item, no
edit lists

FB event 1920 16:9 or 470 560 500 110

image ×1080 1:2 ×174 ×208 characters characters

1200
FB Quizz 1.9:1 90 characters
×628

Appendix 3: Facebook Cheatsheet