4.

0 The Campaign Strategy

Our campaign slogan is Go green for better tomorrow represent the messages that all people
must have the awareness of protecting our natural environment and take good care of our natural
resources for future generation.
Firstly, the campaign messages that we want to translate to public is our earth is facing
environment problems such as deforestation and it causes massive issues like landslides, water
pollution, soil pollution and wildlife extinction. According to Peterson (2014), the causes of
industrial pollution can be categorized as few elements like lack of control, unplanned industrial
growth, inefficient waste disposal and use of out-dated technologies will also affect the
environment of the forest. According to West (2014), commonly, more than 50 per cent of
factories release long-lasting industrial gases into the open air. Besides, 70 per cent of the
factories without filtering directly release the waste which includes heavy metals, radioactive
waste dumped into open oceans and also rivers will harm the soil of the forest. Human activities
such as incinerating waste, open burning, massive use of natural gas and oil by automobile such
as motorbike, motor car, train and more will release exhausts that pollute the air.
To effectively convey the message to our targeted audience, the marketing channel that we have
chosen is social media. An investigation done by (Olenski, 2013) that there is an 8 times increase
of social media usage for online adults. Also, in 2014, there are 92 per cent of marketers agreed
that social media marketing is important for their business and it will be a sustainable advertising
tools (Demers, 2014). It means compare with others media, social media is becoming the most
common part of an overall marketing strategy. In the past, most of the companies apply
traditional marketing methods, such as television, magazines, newspaper, radios and others
approaches (Lavinsky, 2013).These approaches are able to target only specific few segments
where an integrated marketing strategy needs to be used, in order to reach to the most audience
which will incur more cost/budget. An advantage of social media outrunning all other channels is
maximum coverage with low cost.
Nowadays, online and digital marketing has become a trend that everyone follows. Using social
media, companies will choose tools such as videos, posts or pictures to attract the audience. The

tools that we choose to translate the messages are online banner and posts to promote our
campaign.
Every post and advertisement that you publish can be an opportunity that interacts with new
customers, recent customers and also existing customers. When the audiences feel that the
advertisement or posts are interesting, they can share to each other and it will become worth of
mouth that helps promoting the event or products (Lim, 2011). In another hand social media
has the risk of getting negative comments published by dissatisfied individuals that are not
removable. Those comments will damage the corporate image and also the campaign
(Mandrusiak, 2011). However, social media allows us to immediately address the concern and
take action to rectify when such incidents happen. In order to fully utilize social media, such
negative feedbacks must be handled well each time.
According to the Malaysia Social Media Statistics 2012 (Blog.Malaysia Asia), out of 34 million
mobile subscribers and 17.5 million of internet user, 87.9 % of Malaysian has the Facebook
account. Which means, currently there have 13.3 million Facebook users in Malaysia. Other than
that, 80% of Malaysian internet users watch and download videos each and every month, and
51% of Malaysian has a YouTube account also. Thus, using video as an advertisement is an
effective way to attract people attention and also a tool to create awareness about deforestation.
The video advertisement that goes to upload it should be protecting our forest by not destroying
them and chopping them off. In Malaysia have a lots of rare species plantations and animals,
while the human cut the tree down and clear the forest, lots of animals lost their home and even
some of it are facing extinction. The message delivery in this video is to aware people, one of
the main reasons which cause global warming is because of the clearance of forest, and this may
also affect human beings such as landslides and rising of sea level. Thus, people should join SOE
to plant more trees in order to make our earth cooler.
Besides, the titles of the online banners that company going to show to the targeted audience is
You can make a difference, and it also encourage people to plant more trees and try to protect
the mother earth by supporting SOE company. Besides, the background of the online banner is
surrounded by an animation of growing trees to encourage targeted audiences to replant trees to
take care of the environment. The online banners will be placed in Yahoo home page and

YouTube, Facebook, Bloggers side banner. Since Malaysia have 17.5 Million of internet users
so these banner can be easily found by the targeted audience.
Other than that, company also creates some mini game in order to educate and encourage the
targeted audience to support reforestation such as mini maze game and puzzle game. The SOE
Company will upload different maze and puzzle to Facebook page in different time period to
target different customer, customer are able to play online while they like the companys
Facebook page. By having this strategy, company is able to attract more customers to know what
the company does for the environment. The targeted audiences that we are aiming to deliver the
message of protecting the environment is the mass market users; simply meaning every member
of the society. The reason why we choose to target the mass market instead of business users
must have the awareness of protect the environment by not simply do any activities that harm
with our environment. Not only that, outdoor advertisement is any form of advertisement that is
done outdoors or in an open area where people passing by can easily see what product or
services a company is trying to create awareness on (Phil, 2013). This certainly means outdoor
advertisement certainly has to do with things that people can visually see not hear or feel. For
our project we choose three forms of outdoor advertisement to focus on , first of all we choose a
billboard advertisement ; which involves a 7meter billboard in certain busy areas which we
believe will be vital for creating awareness on the ill effects of deforestation, then secondly we
choose bus stop posters in certain arrears were we also feel will be vital for the success of our
campaign and , lastly we choose Shopping mall sinages in certain destinations around Malaysia
as our third outdoor advertisement channel.
Outdoor advertisement has the ability to attract ones attention effectively because its inescapable,
unlike radio or television advertisement where someone can easily avoid to listen or see the
advertisement by simply switching off the device, outdoor advertisement cannot be switch off
because off its physical presence: for example a 4 meter billboard at a traffic junction has to be
seen by people passing by cause as long as their eyes are open they must see it and from there
interest can be developed once a customer attention is secured or gotten.
Unlike television ads where they can only be delivered for a certain time and number of
frequency that they have been paid for, outdoor advertisement is delivered at all time of the day

as long as its there, which means no matter the time of the day you come through that area you
will see it, which allows it to cater to all sort of people who operate at different time of the day.
The main aim of advertising is to make sure your customer is aware of your product and can
recall how he/she can benefit from it (Jude, 2014). Outdoor advertisement just does that because
it dominates a potential customers consciousness because of how frequent they come across the
advert which makes it easy for them to recall the advertisement which brings the campaign a
strong recognition among the public. Outdoor advertisement like billboard also is used as a
landmark to describe places around it, making it more popular within people.

5.0 Gantt Chart

The basic definition of a Gantt chart is a schedule of tasks or activities lined up in order that a
company will execute over a period of time. They are usually used by project managers to see
how far one has gone in performing tasks in the Gantt chart. The Gantt chart for our campaign
will run over a period of 14 months. There are many advantages that we have gained from
utilizing the Gantt chart, firstly it has helped our campaign in a way that we are now more
organized. Everyone is on the same page now and with a visual framework there is less chances
of ambiguity (Nishada,2012). There is less confusion with which tasks comes first, second last
and so on it also shows summary elements and terminal dependency. It gives us a more visual
overview of how we want our project to be run and what we need to do in order to have a
successful campaign. Delegation of tasks has become much easier because of the usefulness of
the Gantt chart. This in return increases the efficiency of the project and increases productivity as
well. The forecast over the long term will be a benefit for the campaign and contribute to the
overall success of the project.
In our Gantt chart we have the core tasks like planning phase in the beginning of the project,
Facebook page construction and design, release of the YouTube banner & video and also outdoor
banners. The size of each bar represents how long each task will take to complete, one can
simply compare the a few task durations on the Gantt chart and make an informed decisions.

6.0 Budgeting
Campaign Run: 9 months
Location

Desired

Age group: 15-44yrs

Target Group

Online

FACEBOOK
($150,780.00)

estimated Period Unite

(Week)

Price Total

Total

(per Week)

Campaign

Estimated
Budget
RM47,880.00

Kuala

Perform
Facebook

15-44

36

RM1,330.00

Days
252

Lumpur
Seremban

Facebook

15-44

30

RM1,000.00

210

RM30,000.00

Subang Jaya Facebook

15-44

30

RM980.00

210

RM29,400.00

Ipoh

Facebook

15-44

30

RM980.00

210

RM29,400.00

Putra Jaya

Facebook

15-44

30

RM470.00

210

RM14,100.00

Total= RM150,780

Channels

Bilboard
Outdoor

Metres

Advertising
($57,000.00
)

Channels

Where

Target

Estimated

Period Unit Price (Per Total Estimated

Group

(Months)

Month)

Budget

All

RM3,000.00

RM12000.00

Target

Estimated

Group

(months)

Seremban
Kuala Lumpur (bukit
bintang)
Subangjaya
Putrajaya
Where

Bukit bintang
Bus Shelters
KLCC (bus stop)
KL Sentral (bus stop)
All
Mid valley
Shopping
IKEA (Damansara)
Centre Signage Alamanda( Putrajaya)

Period Unit Price (per Total Estimated

6 Months

3 Months

month)
RM3,000.00

Budget
RM18,000.00

RM2,000.00

RM12,000.00

RM1,650.00

RM15,000.00
RM57,000.00

Source: Malaysian advertisers association, 2014

Other
Advertising

Web Location Desire

Target

Estimated Period

Online

Group

(Weeks)

Unit price Total

(per week)

Campaign

Total
Estimated

Platform
Kuala

Days

Budget

Twitter

15-44

36

RM1,330.00

252

RM40,680.00

Blogs

18-40

36

RM1,000.00

252

RM36,000.00

lumpur,
($76,680.00)

Langkawi,
Pinang,
Seremban,
Johor,
Damansara
RM76,680.00

Given Budget:
RM500,000.00
Total Expenditure:
RM444,460.00
Savings / Left Over:
RM55,540.00

7.0 Evaluation Metrics

As we know that, there are several kind of media advertising have become part of an overall
promotion campaign which can let the marketer target a desired audience. In the research, 100
people have completed the survey form which involved audiences from different age groups, the

time spending on surfing the internet, the preferences of their media advertising and also their
preferred social media website.
As we can see that, the audiences who aged 18 to 21 got the highest rate of participation in the
survey of 43%. Meanwhile, 41% of the respondents aged 22 to 25 and continues to the age 26-29
with 7%. This shown that there are 77% of the youngster or even adults who range 18 to 25 had
spent more than 3 hours per day on surfing the internet.
According to the research stated the most attractive media advertising for them is social media
which is 57% among all of the other media. The reason that they preferred social media is
because young people nowadays spend more time on the Internet and less time on watching TV
or listening radio. Based on the research, their preferred websites are Facebook which is 71%
and the second highest is YouTube which is 49% out of all social media. Marketers have noticed
the trend of social media is ideal for building customer relationship to provide an incredible
range and the opportunity to connect with customers in a new way. Besides that, the use of social
media tools is relatively inexpensive and traffic generation can be much targeted.
Our company has used the social media like Facebook and YouTube which the most desirable
among all of that and successfully deliver the stop deforestation message and influence them as
well. Social media is the best media that available to people around the world at all times
(Powerhomebiz, 2014). Furthermore, the preferable of outdoor activity is just 20% among the
100 people. It is launching an advertisement campaign through outdoor media which provides
readily accessible brand message for audiences and tickles the attention of customers quickly
and instantaneously but it is costly to set up a campaign even the product may just attract the
specific venue of audience. As the outdoor event like billboard or banners can easily catch the
attention of by-passers, but these advertisements must be short and simple because viewers see
them only for a few seconds. They are the most expensive kind of outdoor signs (Powerhomebiz,
2014).
In addition, there are 10% who still prefer to television advertising that combines sound and
image building. It can reach a very wide audience but it also one of the most expensive forms of
advertising. Marketers see that young adults nowadays spend less time on watching TV and
limited length of exposure which limits the amount of information you can communicate. Not
8

only that, the media like newspaper, magazine, billboard or banners is just 5%. The newspaper or
magazines that let audience refer back to your message again and again if so desired but a
growing number of readers now skip the print version of the newspaper or magazines instead
read the online version of the publication.

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Appendices
Appendix I

Caption: Maze Game

Source: Mini clip game

17

Caption: Puzzle Game

Source: Mini Clip game
Appendix II

Caption: 4 meter billboard price per month. (4meter = 10feet)

18

Caption: Outdoor Advertising

Appendix III

Caption: Facebook's Page

Appendix IV

112 likes

Caption: YouTube Advertising

19

Appendix V

20 20%

20

Caption: Questionnaires survey

21