COMM2381 ASSESSMENT 3

STRATEGIC PR PLAN FOR

SPAL E-LEARNING PLATFORM
Group members:

Nguyen Thi Thanh Nha s3517827

Vo Tuong Van Thuy s3517757
Nguyen Thanh Tu s3517822
Nguyen Ba Tue Linh s3467632
Tran Thien Anh s3518544
Lecturer: Hoa Nguyen Khanh
Date of submission: 17 May 2016
Word count: 5406

RMIT electronic submission of work for assessment

I declare that in submitting all work for this assessment I have read, understood and
agree to the content and expectations of the Assessment declaration.

TABLE OF CONTENTS
Background statement

Executive summary

Research
Client goals

Situation analysis

Problem/Opportunity Statement

Planning
Target Publics

Objectives

Key messages

Implementation
Strategy statement

Tactics

Critical path plan

17

Budget/Costing

17

Evaluation
Outputs

19

Outcomes

19

1. BACKGROUND STATEMENT
As our client, Samsung, intends to launch its e-learning platform as a long-term
corporate social responsibility project in Vietnam, we offer strategic PR plan to solve
communication issues the e-learning project possibly faces. We include in our plan market
research, target publics, budget and evaluation approaches to persuasively support for our
creative strategy and insightful planning recommendations.

2. EXECUTIVE SUMMARY
During the PR campaign, we aim to raise awareness of the target publics about
Samsungs e-learning platform and push them into action by providing various activities via
online and offline channels. Moreover, the campaign will help consumers to link the
platform with Samsung and emotionally perceive the brand as dedicating and supportive
for Vietnamese community.
There are two groups of target publics. They are both living in the big cities such as
Hanoi and Ho Chi Minh. The primary target publics are university students aged from 18-24,
and the secondary one are high school students aged from 15-17. Both group of target
publics are easily distracted by online leisure activities whereas e-learning platforms are
boring and lack of a factor that can excite students while studying.
Samsung e-learning platform is entering a competitive market, therefore, they have to
distinguish themselves from many competitors available in Vietnam. To tackle this problem,
we have identified opportunities and current trends in the market. Majority of other online
platforms such as Viettel Study, Topica, Hocmai, etc. have no key visual that can attract
and have a bond with students. Meanwhile, the target publics easily recognize and like
brands with visuals conveying its characteristics that student can identify with. Thus, it is
essential for S-pal e-learning to have a key visual that is more likely to attract and interact
with target publics. Therefore, our strategy is to create a studying buddy named S-pal with
a distinctive appearance. The key message is that S-pal can help students enhance their
studying experiences.
To achieve the objectives, we divide our campaign into 3 phases: Awareness (JulyOctober), Engagement (November-February), and Amplification (March-June). Every tactic,
including: social media activities, promotional videos, celebrity endorsement, online articles,
school tours, online contest and merchandise distribution, will follow the big idea and
convey the key message. We also tell the brands story to help strengthen the brand
persona and keep our consumers engaged.
We will execute the campaign both on online and offline platforms. Social media
including Facebook and Instagram will be used continuously with different content pillars
for each phase. Promotional videos will be featured on Facebook with the purpose of
introducing S-pal to students and telling the brands story. Moreover, there will be KOLs

involving in spreading the brands image on social media and instructors representing
lecturers. These people can also participate in offline activities to engage more with
students in real life. Apart from generating conversations among public online, social media
will also promote for offline activities including S-tours and Merchandise distribution. Stours are series of workshops held in targeted high schools and universities in Hanoi and Ho
Chi Minh to raise awareness of students about the importance of learning English and soft
skills. Afterwards, an online contest will be launched to encourage students to think about
their studying goals and propose ideas on how to remember it. Based on this contest, we
will design the suitable S-pal merchandises and distribute them to students in every phases
of the campaign to make S-pal become personalized. As an indispensable part of PR
campaign, all of these activities will be featured on online articles with different angles. The
estimated budget for our promotional campaign is 1,550,170,000 VND.
To maximize the campaigns effectiveness, we will measure the outputs of each tactics
and the outcome of the whole campaign. Based on each outputs, we will adjust our
strategy appropriately to meet the objectives. Facebook Insights, Iconosquare, Survey
Monkey, Social Heat are the tools that will be used throughout the campaign.

3. RESEARCH
3.1. Client Goals
There are 3 goals that Samsung aims to achieve. We will further develop these goals
into SMART objectives in part 4 - Planning.

To raise the awareness of target publics about Samsung e-learning platform

To encourage target publics to subscribe website or download the App

To help target publics link the platform with Samsung brand

3.2. Situation Analysis

3.2.1. Samsung Vietnam
Samsung brand has been very successful in Vietnam (Nielsen 2015), thus its reputation
is well-known by Vietnamese people. Moreover, though the last few years, Samsung has
launched a plethora of meaningful CSR activities relating to healthcare, employment and
education (Samsung Newsroom 2015). Especially, Samsung has created education
projects, which significantly impacts Vietnamese students, such as Samsung Hope Library,
Samsung Smart Library, and Samsung Smart Class (Vietnamnet 2016). With such
achievements, Samsung Vietnam has proved itself as a company that effectively and
strategically manage its resources.

3.2.2. S-pal e-learning SWOT analysis

STRENGTHS

As free products are tempting to

WEAKNESSES

Contents are synthesized from many

people (Ariely & Jones 2008),

sources, which will cause a lack of

Samsungs free e-learning platform is

novelty.

likely to attract the target users.

Contents are localized from KHAN

Academy and other foreign
publishers, which offers high quality
and diverse contents.

It is believed that target publics are

influenced by online influencers (Warc
2016); thus, leveraging celebrity
endorsement may have a positive
impact on target publics attitude
toward Samsungs e-learning site.

Celebrity instructors are advised by

mentors from different professions.
Thus, it can ensure the quality of the
contents taught by KOLs.
OPPORTUNITIES

Competitors such as Viettel Study,

THREATS

Vietnam is the worlds most rapidly

Topica, Hocmai, etc. have an interface

growing e-learning market and this

with too much information, which

industry is very competitive currently

makes it difficult for users to explore.

(Sam 2015).

It is believed that audiences have

Vietnamese students (especially high

positive reaction toward brands that

school students) do not get used to

have clear visual brand identity and

learning online and are easily distracted

can distinguish them from the others

by other leisure online activities (D'Silva

(Phillips, McQuarrie & Griffin 2014). As

& Koshelyev 2015). Our primary survey

other brands have no key visual, this is

and research on Social Heat also

an opportunity for S-pal e-learning

indicates the same result.

site to stand out from the clutter.

3.3. Problem/Opportunity Statement

Problem statement: S-pal e-learning will be launched very soon and it must compete
with a plethora of fierce competitors. Thus, a well-prepared PR plan is essential to raise
awareness of public towards this product.

Opportunity statement: Other online learning platforms are fee-charging. Their

interfaces are not user-friendly and they have no key visual to communicate with the
public. This can be transformed into an opportunity for Samsung e-learning platform.

4. Planning
4.1. Target Publics
4.1.1. Description
In this campaign, we divide our target publics into two groups: primary and secondary.
These two groups are only different from each other in terms of demographic and
geographic. The primary target publics are university students, from 18 to 24 years old.
They are from outskirt areas or other provinces and currently studying in two big cities:
Hanoi and Ho Chi Minh. Meanwhile, the secondary target publics are high school students,
from 15 to 17 years old and they are residents of Hanoi and Ho Chi Minh. Apart from such
differences, they possess similar characteristics. Particularly, they are called Generation Z
(Geck 2007) or Generation Swipe (Warc 2016) because they consider digital devices as
indispensable parts of their life.

Figure 1. Reproduce from Moore 2015

As in a report by Moore (2015), the two groups of target publics participate in many
online activities such as chatting, visiting social networking sites and emailing and they
spend less of their time on study related activities. As they spend too much time on online
activities, they are easily distracted from their studying (D'Silva & Koshelyev 2015).

Figure 2. Reproduce from Q&ME 2015

Figure 3. Reproduce from Moore 2015

Moreover, most of our target publics have Facebook (Moore 2015) and Instagram
account (Q&Me 2015). Comparing between the two channels, they are more active on
Facebook than on Instagram. But because visual is one of the key factor of our content
strategy, Instagram - a photo sharing platform - is still considered to be an effective
channel to communicate with them. In conclusion, the media habit of the target audience
will be a huge advantage as the campaign is mainly operated on digital platforms.

4.1.2. Key insights

Student rarely use e-learning platforms because they are lack of a factor that can
excite students while studying. Meanwhile, students are easily distracted by online leisure
activities when e-learning is primarily boring.

4.2. Objectives
At the end of the campaign, we want to:

Raise awareness of 70% TP towards S-pal e-learning

50% of TP download S-pal app on their mobile devices.

45% of them subscribe the website

40% of them use S-pal at least twice a week

65% of TP can recognize that S-pal is a project of Samsung Vietnam.

4.3. Key messages

Our umbrella key message for the whole campaign is: S-pal is a friendly and adorable
studying buddy that can enhance students study experience.
For primary target publics, which are university students, we will deliver the message:
Learning with S-pal to prepare for your future career. With this sub-key message, we will
tap into the fact that students and fresh graduates are lack of soft skills in which
unemployment is a consequence. According to Ngo (2015), most of new graduates are lack
of knowledge and soft skills like: Self-expression skill, intercommunication skill, presentation
skill, etc. As this target public concern about the likability to succeed in the future (Pallini,
Verhaeghe & Van Den Berg 2015) and they understand that they need to work hard to
achieve it (Ozkan & Solmaz 2015), this key message match with their perception.
For secondary target publics, which are high school students, we will convey the subkey message: Learning with S-pal is fun. Rationales for this message are the
overwhelmed learning program of Vietnamese students and their need for relaxation.
Students have been suffering from overwhelmed workload, high pressure, and parents
expectation (Thanh Nien News 2014). As they have too much stressed from school,
providing them something fun and relaxed is a ultimate solution. Showing them how joyful it
is to learn with S-pal would help student overcome the hesitation of using e-learning sites
(Tuoitrenews 2014).

5. Implementation
5.1. Strategy statement
Based on insight of target audience and research on marketing strategies, the big idea
of this campaign is to create a studying buddy, S-pal, as a factor that can enhance learning
experience of students. S-pal will be represented by a young and friendly key visual as
displayed below.

The reason why we give S-pal an humanistic identity is because we want student to
identify S-pal as a virtual buddy. Combining many online and offline tactics, S-pal will serve
as the factor that can attract, accompany and remind students of their study, which can
address the problem of many current e-learning sites. Moreover, there are evidence that
visual recognition have good impact on brand values based on semantic transformation
(Karjalainen and Snelders 2010). According to Karjalainen and Snelders (2010), in semantic
transformation process, key visual is interpreted as brands characteristics; thus, help
audiences perceive brand identity easier. Moreover, visuals also help increase
communication between brand and target publics as it can affect people cognitively and
emotionally (Parkinson 2012). Thus, S-pals visual identity is created to grab target publics
attention and represent the learning site as friendly and fun buddy of students. In other
words, target publics would be more likely to associate S-pal e-learning site with
friendliness and real thanks to this key visual. This also make S-pal outstanding among elearning market since competitors do not had any key figure that can impress the target
publics. Previous campaigns of other brands that leveraged a humanistic figure also

provided the positive results; for instance: the tea bag of Lipton, the orange character by
Mirinda or u tung tng figure.

5.2. Tactics
In order to deliver the big idea and key message to different groups of target audience,
the campaign will be executed with a synergic set of tactics including: social media
activities, promotional videos, celebrities endorsement, online articles, school tours, online
contest and merchandise distribution. The three phases Awareness, Engagement, and
Amplification will consist of certain tactics based on different content directions.

5.2.1. Online activities

Social media activities
Social media activities will be conducted progressively throughout the campaign using
Facebook and Instagram. Social media is chosen as the main channel for this campaign
due to the fact that 95% of our target publics are living online (Moore 2015).
In order to successfully convey the idea of S-pal as a virtual buddy to our target publics,
we need to apply appropriate social media etiquette and respond tactic. Particularly, we
will not address S-pal as a product but rather a human being with friendly and enthusiastic
personal trait that will be conveyed through similar tone of voice. Most importantly, we will
embed the image of S-pal accompanying students throughout three phases to
demonstrate the idea of a virtual buddy so that the users can automatically perceive S-pal
as a studying pal.
In the first phase, the content on Facebook and Instagram will demonstrate the
essential role of soft skills and English skills for a successful career and a desirable personal
life. As our target publics take accomplishment very serious (Pallini, Verhaeghe & Van Den
Berg 2015), this content is likely to create a buzz among target publics about the need of
9

learning English and soft skills. This will be the supportive element in the process of
launching and introducing S-pal in phase 1. After the launch, we will proceed on Facebook
posts and Instagram infographics as 101 tutorial about S-pal. Besides, we also run
Facebook advertisement for important posts throughout the campaign, especially in the
first two phases to reach larger part of target audience.
In second and third phase, we will communicate to target publics about the diverse yet
simple courses of S-pal by using Facebook wall-activities. Instagram will be used mainly for
description of courses. In addition, we also remind students about the importance of soft
skills and English while implying the essential role of S-pal in learning and preparing for the
future. We also share and discuss helpful learning tips relating to courses on S-pal to
generate conversations since our target audience would prefer to be invited to open
discussion rather than being persuaded (Letizia & Drew 2013). At the same time, on-ground
activities will be promoted via social media, which invokes a sense of connectedness and
consistency with online and offline activities. This will enhance the brand experience of
target audiences because it is reported that they tend to merge their virtual and physical
world and perceive them as one (Warc 2016). Thus, it will be much more effective to create
consistent experience for them in both world (Letizia & Drew 2013).
Promotional videos
In the first phase of the campaign, we will air 2 promotional videos and 1 interview video
on both Youtube and Facebook. The former is to introduce S-pal and the latter is to tell the
story of how S-pal was originated starting from philanthropic trips of Samsung staffs to
remoted areas in 2011, where students lacking of accessibility to education leads to their
less enjoyment for learning. And as the Internet is accessible almost everywhere, Samsung
decides to leverage Internet-based platform to introduce a studying buddy to students
here. The story focuses on emotional aspect and philanthropic purpose of this product. This
is known as heritage stories which can bond users with brands at creation stage (Smith &
Wintrob 2013). Using storytelling technique with social media platform can generate
conversation and build a long-lasting bond between brand and audiences is that the
audiences can easily recognized brand persona through the narrated stories (Herskovitz &
Crystal 2010). The story will also be featured on online newspaper to reach more target
publics.
Both videos are made in animation style to suit the key visual of S-pal and are
presented in an amiable and creative way in order to catch the attention of viewers in the
first few seconds. The length of two videos are 30 seconds and 90 seconds respectively. We
also run Facebook advertising for each video in 2 weeks after launching each video. This
can be explained by the short attention span of target public, which only lasts 8 seconds,
leading to focus deficit (Warc 2016). Therefore, brand needs to constantly keep their
attention and re-convince them every day (Warc 2016). As it is advised by Kushner (2016)
that the campaign should give audiences advocacy opportunities in last phase of the
10

campaign, we will air a testimonial interview video on social media in the end of April. This
video lasts around 120-150 seconds with the participation of 4-6 high school and university
students.
The use of video to generate awareness of target publics can be justify by the target
publics interest and current trend on social media. It is reported by Nielsen (2014) that
watching online video are the digital leisure activity of more than 90% Vietnamese Internet
users. Moreover, with the auto-play function of Facebook (Facebook 2013), the target
publics are more likely to be exposed to our promotional clips whenever the ads appear on
their newsfeed.
Celebrities endorsement
With celebrities endorsement, we divide into two categories: key opinion leaders (KOLs)
and instructors.
KOLs will endorse our product mostly on social media to maximize awareness for S-pal
and educate users about the importance of soft skill and English. They will share their own
thought or experience of using the product, illustrate the functional and emotional benefits
of S-pal and encourage users to try S-pal. As the objective of using KOL is to raising
awareness, the criteria of choosing KOLs are large number of followers, hot profiles on
Facebook, and high frequency of interaction with audiences. Based on these criteria, we
suggest to have JVevermind, An Ngy, Phan Yn and Hamlet Trng as our KOLs. We
also suggest Minh Nht writer and V Phm Dim My model as back-up choices. As the
target publics are skeptic and demand authenticity in brands they deal with (Warc 2015), it
is advised that brand should avoid being opportunistic when using celebrities
endorsement (Warc 2016). Therefore, we will have celebrities provide useful information in
general when talking about our product. Specifically, in the first phase, An Ngy will
conduct a vlog about the consequences of soft skills deficit. Phan Yn will share her
point of view on how to learn soft skills or English. JVevermind will also publish a vlog talked
about the key factor, which are soft skills, that help students avoid unemployment and refer
to S-pal site as a helpful page for young people to prepare themselves. Especially in
JVeverminds vlog, he also depicts S-pal as a virtual studying pal to convey S-pals
message. Hamlet Trng will have a status with similar angle to JVeverminds. This will
tackle the desire to be success of target publics (Pallini, Verhaeghe & Van Den Berg 2015);
thus, give them incentive to try S-pal. For KOLs, we propose KPI around 34,600-36,800
interaction for total 4 posts and vlogs of 4 KOLs.

11

Instructor's main objective is to represent lectures in a friendly, attractive and reliable

way in order to keep target publics interested in S-pal. They will appear on online lectures in
the field they are specialized and promotional materials as well as engage in offline
activities. When the online contest are promoted in phase two, the instructors also help
spread the news by update a status talking about their appearance on S-pal learning
material and encourage students to join the contest to win prizes. Besides, instructors will
accompany S-pal in school tours to represent S-pal and provide their professional
perspective on how the real world is like and the need for well-educated and skillful people
in the industry. In this way, instructors will provide useful information that add values for
both S-pal as a brand and target publics, which match their desire of non-opportunistic
endorsement from celebrities (Warc 2016). Prior to school tours in phase two, each
instructors will announce on their own Facebook account about their presence to raise
awareness and possibly create a conversation with fans. Selected instructors must be
high-profile KOLs with high education background. It is a plus point if they usually share
their point of view about hot topic and interact with fans. Based on these criteria, we
suggest to have Anh Khang, Ploy Ngc Bch, HuyMe and Hunh Vn Sn as our instructors.
For more options, we suggest Lm Vit Anh and Nguyn Hong Khc Hiu. With these 4
instructors, we propose the KPI for interaction on Facebook posts are from 7,720-9000
impression for each 4 posts of 4 instructors.

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 Online articles
Online articles is another tactic we use to raise awareness of target publics about S-pal
and other activities in this campaign. As it is believed that brand storytelling can both
represent brands characteristics and tell the brand message (Flint & Golicic 2015), we will
leverage this approach in PR articles. PR articles will be run mainly in phase 1 and phase 3
to raise awareness and amplify the message respectively. Yan News, Kenh14, and Zing
News are selected as three online newspapers in this campaign as they have target
publics match with S-pals.
In the first phase, we will have advertorials distributed both before and after the launch.
Before launching, we will have three seeding articles with three different angles including
the deficit of soft skills and English among students and fresh graduates that leads to
unemployment, sharing of students who got their jobs thanks to good negotiation skills and
English, soft skills learning helps students achieve higher academic results in universities on
Zing News, Yan News and Kenh14 respectively. As the product will be launched in early
September, in mid-September we will share the brand heritage story on online newspaper
instead of media kit. The story content will be similar to what has shown in the second
promotion clip in which it will demonstrate the philanthropic purpose of this project and how
Samsung wants to dedicate to the community. With storytelling articles, it does not only
convey the messages of product to target publics, but also promote the brand Samsung;
thus, help students aware that Samsung is the brand behind this community project. In
mid-November, we have an article on Zing News and Yan News to spread the news about
the online contest of S-pal.
In the beginning of third phase, there will be an article on three chosen newspapers
promoting the upcoming school tours of S-pal to universities and high schools. There
possible angles include: describing the merchandise distributed in the tour, introducing
instructors that accompany the tours and KOLs that endorse the product; directly
addressing the learning-while-playing e-learning site that soon came to high schools and
13

universities. Besides, to amplify the message of S-pal and generate publicity, we will
continue to leverage brand storytelling, specifically contemporary stories. Contemporary
stories that feature plotlines relevant to brands functions and purposes can deliver the
brands ongoing messages and connect with the audience (Smith & Wintrob 2013). An
article on three chosen newspapers will feature stories of professionals or talented
individuals or successful people sharing how a specific soft skill can be applied in real life
context. For instance, Kenh14 could feature the story of how Nguyn Hi Ninh, CEO of The
Coffee House and Urban Station, manage time for two businesses at one time. This article
will demonstrate how time management skill are applied in reality and refer to S-pal elearning site as a credible source of acquiring such knowledge. In the end of April, after
publishing the interview video of users of S-pal, we will have online articles in three chosen
channel talked about the experience of these student with links to the video on S-pals
Facebook page. In the beginning of June, there are also an articles on these three channels
to recap on 12 school tours.
5.2.2. Offline activities (with the support of online channels)
School tours
School tours will be held in the first three months. In this tactic, we will conduct a series
of tours around high schools and universities in two big cities: Hanoi and Ho Chi Minh. There
will be 6 tours for high schools and 6 tours for universities in both two cities. This tactic will
be promoted on all online channels including S-pal social media channels, instructors
Facebooks and online newspapers and offline marketing materials (poster, standee,
announcement on intranet) at high schools and universities. And as the main target publics
are students, this allocation will best help us to approach them.
Also, there will be the participation of famous instructors, who do the lectures on S-pal
e-learning site, as speakers to attract target publics to join the talks. As there are different
messages for different group of target publics, we will have different theme for high schools
and universities. In university tours, the speakers will discuss and share their opinions about
the importance of English and soft skills for students future career path. During the talk,
they will embed S-pal e-learning as one free solution for students to learn and improve their
English and soft skills. To be specific, the instructors will introduce about the courses that Spal offers, especially emphasize courses that they teach and demonstrate how S-pal can
enhance students learning experience (diverse curriculum, interactive key visual, friendly
interface, etc.). In high school tours, the speakers will talk about how to live their youth
wisely so that they do not have regret when looking back. With that theme, speakers then
demonstrate how playing with S-pal is an meaningful way to entertain themselves and
acquire essential knowledge for the sake of their future. By talking to target publics in
person and engage with them, not only we can raise students awareness towards S-pal elearning but also make them download S-pal app or visit the website for more information.

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 Online contest
We will conduct an online contest allowing target publics propose their ideas about two
things. First is about the creative and friendly ways to remind students of their studying
goals. Second is things which students use daily to remind them of their studying goals. The
idea of this contest is based on the contest B quyt 421 by Aquafina, which lets users
propose creative ways to remember to drink 4 bottles 2 liters of water a day.

Figure 4. Reproduce from: Facebook 2015a

Figure 5. Reproduce from: Facebook 2015b

15

Figure 6. Reproduced from: Facebook 2015c

Firstly, as in the name, the contest will be fully promoted on all online channels including
S-pal social media channels, KOL and instructors Facebooks and online newspapers,
which also helps to directly reach our target publics. Secondly, while running the contest,
the target publics will be kept reminding that there will be a studying buddy, who will
accompany them all the time, cheer them up when they are dispirited and motivate them to
achieve their studying goals. Morgan (2002) suggests that the forces that shape our beliefs
are many and internet does create the cultivation impact on peoples perception (Park et al.
2014). Therefore, after a long time consuming this message, target publics will gradually
perceive S-pal as a studying buddy and even more, develop a positive feeling for S-pal elearning.
Besides helping to achieve the campaign objectives stated above, this campaign also
works as the premise for the biggest tactic: Merchandise Distribution.
Merchandise distribution
Merchandise distribution is the tactic that will be run almost in every phase of the
campaign. In this tactic, we will distribute the merchandises that are developed based on
the the ideas proposed by target publics in the online contest and they will have to be
things that target publics tend to use daily. The target publics will have chance to receive
these merchandises if they participate in at least one of the following activities: register for
the school tours at their school, join wall-activities or mini games on social media channels
or sign up for S-pal e-learning website. Along with the process to receive merchandise, they
will be asked to propose their studying goals. The studying goal and their name will then be
printed on the merchandise and send directly to them so that whenever they use the
merchandise, they will be reminded of both their studying goal and S-pal and have the

16

incentive to pursue their goal. In that sense, it can help enhance studying experience and
results.

David (2008) says that people have a need to possess, to own things and when possess
something, it becomes a part of their identity. Therefore, instead of simply distributing the
same things to the mass group of target publics, we decide to make these merchandises
personal and noticeable. By doing so, we can portrait a consistently positive image of
studying buddy S-pal in the target publics mind and indirectly motivate them to use S-pal
e-learning.

5.3. Critical path plan

S-pal PR campaign will be divided into three stages as stated earlier. Details are as in
the table at the end of this plan.

5.4. Budget/Costing
Content

Product

Unit

Merchandises

Pen
Notebook
Keychain
Mouse
Phone cases
Clock

item
item
item
item
item
item

Cost (VND)

1,000
5,000
2,000
70,000
30,000
30,000

17

Quantity

Total (VND)

15000
15,000,000
15000
75,000,000
20000
40,000,000
1500 105,000,000
1500
45,000,000
1500
45,000,000

325000000

Online news

Facebook
Advertising

Yan News
(2nd rate Hot
news - Home
page and
Youth Section)
Kenh 14
(3rd rate Hot
news - Home
page)
Zing News
(3rd rate Hot
news - Home
page and
Education
Section)
Promotion clip
(Expect 1.300 3.500
reaches/7
days)
Post prmoting
(Expect 8001000
reaches/day)
Page boosting
(Expect 750
likes/day)

article

12,000,000

60,000,000

article

8,000,000

16,000,000

article

10,000,000

60,000,000

article

12,000,000

60,000,000

article

5,000,000

10,000,000

clip

200,000

600,000

post

350,000

20

7,000,000

day

1,500,000

10,500,000

18100000

Marketing
material

Design charge
(12 months)

post

250,000

240

60,000,000

Transportation
for School
Tour

HCMC

tour

2,100,000

12

25,200,000

Ha Noi

tour

1,400,000

12

16,800,000

vlog
vlog
post
post

8,000,000
12,000,000
18,000,000
10,000,000
114,400,000
30,000,000
20,000,000
16,000,000

750%
60,000,000
750%
90,000,000
750% 135,000,000
750%
75,000,000
1 114,400,000
1
30,000,000
1
20,000,000
1
16,000,000

40,000,000

3 120,000,000

11,500,000

12 138,000,000

HuyMe
Instructors

KOLs

Hunh Vn Sn
Ploy Ngc Bch
Anh Khang
JVevermind
An Ngu
Phan Yn
Hamlet Trng

Promotional
Video
Measurement
Tools
Agency

206000000

Freelance
Production
Social Heat

month

Iconosquare

year

60,000,000

42000000

360000000

180,400,000

120,000,000

138670000
670,000
100,000,000
TOTAL EXPENSE

18

670,000
100,000,000

100,000,000
1,550,170,000

6. Evaluation
To measure the effectiveness of the campaign, we will evaluate the outputs of each
single tactic and the outcomes of the whole campaign. Below are the items that will be
measured and tools that will be used to measure them:
6.1. Outputs
All of the tactics work as the mediation that triggers curiosity about S-pal among
target publics and motivates them to learn more about S-pal. Below are the KPIs that we
want to achieve and the tools that we use to measure the outputs:
Items to be measured

Tools

20,000 likes on Facebook

300-500 organic interactions (including like, share, comment)
per post
1500-2000 organic and paid interactions (including like, share,
comment) per post
1000-1500 views per video on Facebook
34,600-36,800 interactions (including like, share and comment)
in total 4 posts and vlogs of 4 KOLs
7,720-9000 interaction for total 4 posts of 4 instructors.
800 followers on Instagram
Number of people subscribe and sign up for S-pal e-learning

Data from Samsung

8000-10000 app downloads

Data from Samsung

200-300 students attend workshop per school tour

500-700 ideas proposed in the online contest

21,700 studying goals proposed to be printed on merchandise (=

70% of the number of merchandise)
Data from Samsung

6.2. Outcomes
Outcomes are indirect but crucial results to evaluate whether the campaigns
achievement has matched the objectives we set earlier.
Items to be measured

Tools

Target publics are aware of S-pal e-learning platform

Target publics can distinguish S-pal e-learning from other
19

platforms
Target publics have positive attitude toward S-pal's interface and
functions
Target publics likability to use S-pal more than other platforms
Target publics can link S-pal as a Samsung's social activity

20

Data from Samsung

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21

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22

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23

Critical Path Plan

W1 (410/7)

W2 (1117/7)

Jul
W3 (1824/7)

Social Media Facebook

(Content
Instagram
direction)
Promotional Facebook
Video
Youtube
Post promoting
Facebook
Ads
Page boosting
An Ngy
JVEvermind
KOL
Phan Yn
Hamlet Trng
Anh Khang

Aug
W4 (25- W1 (1W2
W3 (1531/7)
7/8) (8-14/8) 21/8)

W4 (22- W5 (29/828/8)
4/9)

W1 (511/9)

W2 (1218/9)

Sep
W3 (1925/9)

W4 (26/92/10)

W1 (39/10)

W2 (1016/10)

Oct
W3 (1723/10)

W4 (2430/10)

W1 (31/106/11)

Nov
W2 (7W3 (1413/11)
20/11)

Introduce & educate that S-pal is necessary for your study + promote other tactics
1st promotional video
(run FB advertising)

W4 (2127/11)

W1 (28/114/12)

W2 (511/12)

Dec
W3 (1218/12)

W4 (1925/12)

W5 (26/12- W1 (2- W2 (91/1)

8/1)
15/1)

Jan
W3 (1622/1)

Feb
W4 (23- W1 (30/1- W2 (6- W3 (1329/1)
5/2)
12/2)
19/2)

W4 (2026/3)

W5 (27/3- W1 (3- W2 (102/4)

9/4)
16/4)

S-pal has different courses that meet your needs + promote other tactics

Apr
W3 (1723/4)

W4 (2430/4)

W1 (1- W2 (87/5)
14/5)

May
W3 (1521/5)

W4 (22- W1 (29/5- W2 (528/5)

4/6)
11/6)

Explore S-pal more to get what you want + promote other tactics
Interview video (run
FB advertising)

Vlog
Status
Status for tours

Tour

Status for
tours
Status for
tours

Product
Launching Home page/
Brand
storytellling

Home
page/
Seeding
article
Home
page/
Seeding
article

Online article Kenh14

Home
page/
Seeding
article

Home
page/
Promote
online
contest

Tour
Youth Section/
Promote school
tours

Home page/
Brand
storytellling
Home page/
Brand
storytellling

Home
page/
Promote
online
contest

Distributed as gifts for Facebook wall-act, minigame, S-pal e-learning registration

Submit idea
Distributed as gifts for Facebook wall-act, minigame, school tours, online contest

Tour
Tour
Tour

Youth
Section/
Promote
interview
video
Home page/
Brand
storytelling

Home page/
Brand
storytelling
HS
HS

Tour

Tour

Tour

Home page/
Brand
storytelling

Education
Section/
Promote
school tours
Promote on all channels

Promote
on all
channels

Tour

Tour

Tour

Home page/
Promote
school tours

Ha Noi
Ho Chi Minh

Online contest

Tour
Status
for
tours

Status
promote
online
contest

Hunh Vn Sn

Merchandise
distribution

Mar
W3 (1319/3)

Status

HuyMe

School Tour

W2
(6-12/3)

2nd promtional video

(run FB advertising)

Instructor

Zing News

W1 (27/25/3)

Vlog

Ploy Ngc Bch

Yan News

W4 (2026/2)

Uni
Uni

HS
HS

Home
page/
Recap
school
tours
Home
page/
Promote
interview
video
Education
Section/
Promote
interview
video
Uni
Uni

Home
page/
Recap
school
tours
Home
page/
Recap
school
tours
HS
HS

Uni
Uni

Annouce
result
Distributed as gifts for Facebook wall-act, minigame, S-pal e-learning registration

Jun
W3 (1218/6)

W4 (19- W5 (26/625/6)
2/7)