INDIAN

HERITAGE CENTRE
Team 4:
Gabriel, Nicolas, Kritika, Darin, Kashfia
 PRESENTATION OUTLINE
01 02 03
Background Situation and Target audience
Information on IHC competitive analysis analysis
& Objectives

04 05 06
The BIG IDEA Key Message and
SMART Objectives Communication tools

07 08 09
Research & IMC Timeline Online & Offline
campaign Activities
10
Budget
INTRODUCTION
We are the creative team assigned to come up with
an IMC campaign for the Indian Heritage Centre’s
Racial Harmony Day Celebration. We aim to fully
utilise all available resources to achieve IHC’s
objectives so that the campaign would be as
successful as possible.

We think that the activities that we have come up

with for the target audience to participate in during
this campaign will help us achieve that goal and will
aid in the success of this campaign. Other than that,
our team has done ample amount of research
regarding the target audience and their preferences
for us to be able to accurately brainstorm and
decide on which activities we will include in the
campaign to keep them engaged.
01 BACKGROUND
INFORMATION
& OBJECTIVES
About Indian Heritage Centre &
What are we going to do?
ABOUT IHC
The Indian Heritage Centre (IHC), a heritage
institution managed by the National
Heritage Board (NHB), traces the history of
the South Asian community in Singapore and
Southeast Asia, providing insights into the
lives of the Indian community.
OUR OBJECTIVES
● To promote racial harmony among
Singaporeans through IHC’s racial harmony
3-day weekend campaign.
●
● 1000 participants to activity and workshop
●
● Increase social media engagement rate of 2%
(from 5% to 7%)
02 SITUATION &
COMPETITIVE
ANALYSIS
 SITUATIONAL ANALYSIS
Strengths:
- IHC’s galleries features five themes
spanning the period from 1st century
CE to the 21st century
- Consists of more than 400 artefacts
- First museum in Asia subscribed to
SMARTIFY
Weaknesses:
- Target audience may have low
awareness of the Indian Heritage
Centre
Opportunities:
- Since SG is a multiracial nation and
have strong support from government
- We can attract an audience with an
interest to know more about the Indian
heritage
- Use the SMARTIFY app to avoid
COVID-19 clusters
Threats:
- COVID-19 pandemic
- Other heritage centres holding the
same event at their own locations
 COMPETITIVE ANALYSIS
● Some possible competitors are the Malay Heritage Centre and Sun Yat Sen Nanyang
Memorial Hall as they will also hold their events at the same time and the campaign is in
conjunction with them.

● Thus, we need to come up with more exciting and engaging activities both online and offline in
order to steer our target audiences to attend our campaign instead of our competitor’s
campaigns.
03 TARGET
AUDIENCE
ANALYSIS
 TARGET AUDIENCE ANALYSIS (1)
Demographics:
Age: 15-20 years old Singaporean (gen z)
Race: All races and ethnicity
PROJECT
Gender: males and females
Marital status: Single/ not married 01 Topic of the section
SCHEDULE
Income: May not have income, still studying

PROJECT
Psychographic:
02 Topic of the section
Personality: Fun loving, enjoying experiencing new experiences
Lifestyle: Enjoying spending time with friends TIMELINE
Interest: Discovering and going to new and interesting places
STATUS
03 REPORT
Opinion: “There is always room to learn from other people and opportunities to be better versions of
ourselves” Topic of the section

Frustrations:
-
UPCOMING
There are many reliable sources to learn about different cultures, but not enough details and he wants
to learn in more depth
- 04 Topic of the section
REPORT
Friends that have the same interest usually give up learning after some time because there is not much
else to learn from the internet
- Places to spend time with friends are too expensive
- No other places to go and they have visited other historical places in SG multiple times
 TARGET AUDIENCE ANALYSIS (2)
Demographics: (Young families with kids)
Age: 20-35
PROJECT
Race: All races and ethnicities
Gender: Males and Females
Marital status: Married
01 TopicSCHEDULE
of the section

Income: Stable income, about $7000 per household

PROJECT
Psychographic:
Personality: Family-oriented
02 Topic of the section
TIMELINE
Lifestyle: Works full-time jobs, enjoys spending time with friends and family
STATUS
Interest: Going out to places that allow family bonding and interactions to enhance family bonds

about what is best for them and my family.” 03

Opinions: “I want my children to be able to play and learn at the same
Topic
REPORT
of thetime, and I always think
section

Frustrations:
UPCOMING
04
- Places to spend time with family and friends in Singapore

- Children are too occupied with mobile phones or TVREPORT

- Repetitive places, no new qualities and everywhere
is too expensive
Topic of the section
is the same
and are not interested in hands-on
activities
CUSTOMER PERSONA
Customer persona: (15-20yrs old)

Meet adventurous Jackson, he is 18, year 1 Business student in Republic Polytechnic.

With the pandemic, travelling has been almost impossible and Jackson has not been
able to fulfil his interest of discovering new places and new experiences. Jackson has
friends from all races and ethnicity and enjoys discovering about different cultures.
However, he does not have much awareness of the various heritage centres in
Singapore and looks forward to seeking new experiences from the heritage centres in
Singapore.
CUSTOMER PERSONA
Young family with kids

Meet caring Nelson, he is 30, married for 5 years and has a child of 4 years old. He is a
property agent for 7 years and his priority is balancing between his work and his family.
Work life balance is most important for him. Nelson, being a born and bred in Singapore
and serving 2 years of national service with 7 cycles of reservist, he knows the
importance of racial harmony in Singapore and wants to instil such the value of racial
harmony in his child. He often looks for activities that allows him and his family to
understand other cultures better and have brought his families to take part in various
festive celebrations of various races and ethnicity.
04 THE BIG IDEA
What’s our BIG idea?
#Lights4You&Me
BIG IDEA EXPLANATION (Lights4You&Me)

Lights represents how bright the Indian community is. Hence, it helps to attract
Singaporeans to know more about the Indian community. 4 represents the 4
primary races in Singapore, which is Malay, Chinese, Indian and Eurasian. This
shows that the IHC campaign is inclusive of all the races in Singapore and how
everyone regardless of their races can come together and celebrate RHD.
YouandMe helps to bring the campaign closer to the target audience and it
brings an emotional appeal to them. Our target audiences will also then feel an
emotional connection to our campaign and they will feel compelled to attend the
IHC event.
05 SMART
OBJECTIVE
S.M.A.R.T.
SMART OBJECTIVE

At the end of the 3-day weekend campaign, IHC hopes to raise awareness
for “#Lights4you&me” programme by attracting 1000 participants to
participate in the Racial Harmony Day event and to reach social media
engagement rate of 7%. We can achieve this through an IMC campaign by
doing advertising, digital marketing and public relations by creating a fun
and engaging content to appeal to the intended audience.
06 KEY MESSAGE &
COMMUNICATION
STRATEGY
KEY MESSAGES
Youths and young families can come to IHC to celebrate RHD with our IMC campaign
“Lights4You&Me” programme.

Youths and young families can be exposed to the diverse and vibrant local Indian
Culture in Singapore as Singapore celebrate Racial Harmony Day.

Youths and young families can deepen their understanding on the Indian culture while
having fun participating in the activities.
07 RESEARCH &
THE IMC
CAMPAIGN
Digital Marketing, Advertising,
Public Relations
 RESEARCH FOR DIGITAL
MARKETING
Since our target audiences are youth and
young families, we will be making use of social
media platforms such as Facebook, Instagram,
TikTok and YouTube.

From the survey gathered, the most used

social media platform is Instagram with 69.2%,
YouTube with 56.6%, TikTok with 52.2% and
Facebook with 50.3%.

Qn: What are your top 4 social media platforms that you Thus, we will be focusing majority on
use most often? promoting this event ONLINE.
DIGITAL MARKETING
COMMUNICATION Social Media
TOOLS

COMMUNICATION Online & Digital

PLATFORM

WHAT WE Making use of various social media platforms such as Facebook, YouTube,
INTEND TO DO TikTok and Instagram to raise awareness about the event.

● In addition, we can also make use of Facebook, Instagram, Tiktok

stories and YouTube Reels can be generated to ,let them know about
this programme
● When promoting this campaign, an hashtag will be created -
#Lights4You&Me

● Collaborating with Kumar where he can be our

ambassador for this
IMC campaign.
ADVERTISING
COMMUNICATION Posters, Videos, Commercials
TOOLS

COMMUNICATION Broadcast, online

PLATFORM

WHAT WE Advertisement where we can attract young parents and their families to
INTEND TO DO attend the event. This will drive our target audiences to act, which is to
attend the event. The advertisements will be displayed on the local TV
channel, channel 5 and also on Instagram and Youtube as our sponsored
post.
 QR code provided for
consumers to scan to
the IHC website

Date and address of the

event, activities that
they will see during the
event
 RESEARCH FOR PUBLIC
RELATIONS
From the survey gathered, we found out that
the our consumers watch Mothership and The
Smart Locals MOST. Mothership with 80.3%
and TheSmartLocals with 87.9%.

Thus, we will be getting them to help us with

the promotion of this campaign.

Qn: Who do you watch MOST online? (Pick 2)

PUBLIC RELATIONS
COMMUNICATION Media Pitch
TOOLS

COMMUNICATION Online & Digital

PLATFORM

WHAT WE We intend to do a media pitch where we can look for a well-known media
INTEND TO DO companies such as Mothership or TheSmartLocal to do a media pitch to
promote our IMC campaign. The media pitch will be posted online.

Mothership TheSmartLocal

Instagram 578k FOLLOWERS 178k FOLLOWERS

Facebook 590,850 LIKES 454,610 LIKES

YouTube 150K SUBSCRIBERS 306K SUBSCRIBERS

TikTok 163.4K FOLLOWERS 89.5K FOLLOWERS

08 TIMELINE
Key important notes for timeline

- Clients approval: 20,21 june for our video storyboard and script. 23,24 June for our
filming of video. 29, 30 June for approval of our final video. 20 to 28 june approval for our
content creation for our social medias. 23, 24 june approval for our events idea. 28 July
approval for our evaluations.
- Filming our ad video (28th june)
- Activities on 22,23,24th July where we will be holding our RHD events at IHC
- Post campaign evaluations to be done on 26 and 27 July.
09 ONLINE &
OFFLINE
ACTIVITIES
“Woks And Lights”

- There will be a cooking booth where

participants will get to learn how to cook a
South Indian signature snack, “Vadai”
- In the cooking booths, assorted colours of
pots and pans will be put into place. This
lights up the entire booth and it will attract as
many participants as possible.
- As participants take part in the cooking
activity, they will realise that the Indian
community is dazzling as the assorted
colours represents brightness.
- Participants can also choose to eat their
vadais in their favourite coloured paper
plates
- This attracts our target audience who are
young parents most as they will be more
keen to take in cooking activities.

THIS ACTIVITY WILL BE PRICED $8

PER PAX
“Light up Kolams”

- In the Kolam drawing activity,

participants will be given glow in the dark
chalks to draw Kolams.
- As participants draw their favourite
Kolam designs, the Kolams will light up
the black background.
- This signifies the bright Indian
community and it helps to deepen the
understanding of the Indian community
amongst participants more efficiently.
- This activity will attract our desired target
audiences, which are the young children,
most efficiently, as they get to
experience something different.

THIS IS A FREE ACTIVITY

“Lights Out” (Escape Room)

- There will be a room with all the lights off. Then there will be
stations located in the room. There will be a facilitator who will
guide the participants as they take part in the activity.

- With the help of the facilitators, participants will go to booths

and answer easy questions regarding to the Indian community.

- When participants answer correctly, the booth will be lighted up

with LED lights.

- In the end, as participants finish answering all the questions,

the LED lights from all the booths will form a Vilakku (An Indian
way of lighting up candles for traditional festivals).

- This represents the liveliness of the Indian community and

participants will come to realize how bright the Indian community
is.

- This activity will mostly be catered to our target audiences who

are the youth, and their age is within the 15-20 age group as it is
a fun physical activity.

THIS IS A FREE ACTIVITY

 ONLINE ACTIVITY
TikTok Challenge:

People who are interested to take part in this

online challenge can participate in this
challenge by hanging /decorating lights and
post on tiktok with the hashtag
“Lights4You&Me”.

Post on social media with same hashtag and @

one friend from another race.

Qn: What kind of ONLINE activities interest you MOST? We will pick out the top 10 winners and they
will stand to win $100 voucher to visit the
various attractions in Singapore.
10 BUDGET
Breakdown and allocation of
budget
BUDGET - BREAKDOWN
Comms Mix Elements Tools Platforms

Digital Marketing Social media platforms Online

Advertising - Video Broadcast

- Sponsored Ads

Public Relations Media Pitch Online

Estimated total budget used: $27, 186

BUDGET - ALLOCATION
Advertising:
- Hiring a designer to create Ads
● Estimated cost: $500

- Sponsored post on Instagram and Youtube

● Estimated cost: $75/day for each platform
● Estimated total: $3600

- Conceptualisation and production of our advertisement videos

● Video is about 30 seconds, pre, during, and post production should be covered
● Estimated total cost: $1000

- Advertising on TV
● Channel 5
● Estimated cost: $713/ad during prime time
● Estimated total: $8,556 (12 ads)
BUDGET - ALLOCATION
- Collaboration with Kumar
● Estimated cost: $360/per socmed post, $100/IG story
● Estimated total: $2,680 (3 posts and 16 stories)

Logistics
- Games and workshops (Kolam drawing, cooking workshop, escape room)
● Kolam: $150
● Escape room: $1,350
● Cooking: $3,500
● Online TikTok challenge prizes: $1000
● Estimated total: $6000

- Hiring part-time staff

● 15 people, $15/hr for 3 days
● Estimated total: $5,580

Estimated total budget used: $28,186

Balance: $1,814
11 EVALUATION
EVALUATION

Since we focused heavily on social medias which is an online platform, we can make
use of online evaluations such as using analytics to determine our improvements on
social media engagement as one example. We should have at least 7% of social
media engagement rate and, we should have 1000 participants minimally to the
activities and workshop.

Our team can find out if our target audience have greater awareness of racial
harmony particularly on the Indian culture in Singapore through online polls and
surveys by testing their knowledge on the Indian culture and heritage. (message)
12 EXECUTIVE
SUMMARY
In conclusion….
CONCLUSION

We are clear of our 3 objectives which is to promote racial harmony among Singaporeans,
1000 participants for our activity and workshop and to increase social media engagement
rate to 7%. To do so, we have $30,000 budget which will be spend on our 3 offline events,
TikTok online event and also on our comms elements which are Digital marketing,
advertising and PR. We will be start the pre campaign on 13 June and the campaign itself
will be on 22,23 nd 24 July. Finally, the post campaign is on 26,27 and 28 July.
Thank You Do you have any question?

M208 TEAM 4

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Video References:

https://www.youtube.com/watch?v=hCILAXii6lc&t=343s
https://www.youtube.com/watch?v=xxsRDkFtbh4&t=47s
https://www.youtube.com/watch?v=JWhA3ldZcyY
https://www.youtube.com/watch?v=taOtls6u2i4&t=10s
https://www.youtube.com/watch?v=t0DZSiXHDjU&t=111s
https://www.youtube.com/watch?v=hPwuxi9zay8