Professional Documents
Culture Documents
1.0 Executive Summary
1.0 Executive Summary
0 Executive Summary
Our goals and objectives of the Save Our Earth campaign is firstly to raise awareness in order
attract the attention of the public about the consequential effects of deforestation. Secondly, the
objective is to come up with practical solutions through interaction with the audience by giving
us feedback and giving suggestions.
The market segmentation communication will be based on the demographic segmentation and
the psychographic segmentation respectively. Based on the demographic segmentation the
consumer market can be divided into two parts by age and by group. The psychographic
segmentation can be divided into three parts personality value and personality. The target
audience for our Save Our Earth campaign is a mass market.
The main reason we have chosen to target a mass market is firstly because we want to create
public awareness about deforestation and the detrimental effects it has on our forests on our
forests. Secondly, it is a known fact that forests play an important role in peoples everyday life
for example children playing with paper made kites or people reading the newspaper. Our group
choose social media as a platform to launch our deforestation campaign because according to
Inter World Stats (2014) there are about 60.7% which is approximately 17,732,000 internet users
as of June 2012, which indicates that more than 50% of the population are familiar with the
internet and have frequent access to it. Therefore our primary target for the campaign is the age
group around 15-44 population. The market sizes from what we have gathered that Malaysian
male and female population is between the age group 15-44 are approximately 22 million.
The objective of our budget is to reach our target market within 9 months of our campaign .The
target market ranges from ages 15-44.Our first platform for our Save Our Earth campaign in
Social media would be YouTube and it will only be viewed in specific locations according to the
highest internet usage, the total budget for YouTube activities which will run for a estimated
period of nine months is Rm196,600.00.The total amount allocated to our Facebook activities
amounts to Rm150,780.00 which will run for 36 months in Kuala Lumpur and 30 weeks in other
locations. The total amount allocated to Outdoor advertising is RM57, 000.00 the estimated
period varies according to the locations. For other web advertising we will allocate RM76,
680.00 which will run for an estimated period of 36 weeks. From a budget of RM500, 000.00,
our total expenditure is RM481, 060.00 and the money retained is RM18, 940.00.
With our campaign strategy the Media channels that we decided to use is mainly Social media
(70%) and also Outdoor media (30%).A research carried out by Olenski (2013) shows that there
has been an 8 times more increase in usage of the internet for adults. Social media has become
the most popular part of an overall strategy as compared to traditional marketing methods. An
advantage of using social media is that it targets a wider audience, making it an adequate
recruitment mechanisms (Shrm.org, 2014).The types of tools that we decided to implement for
our campaign is banners, videos, posts and captioned pictures to capture the audiences attention.
For our evaluation metrics for our Save Our Earth campaign we decided to use survey and based
on the research conducted there are 100 people who have finished the survey and are from
various age ranges. According to the findings from the survey the most enticing media mode for
the participants is social media which is 57% as compared to other modes of media. The youth of
today prefer social media because they spend more hours surfing the internet than reading
newspapers or watching television. From the findings we have found that their preferable sites
are Facebook. For Outdoor advertising we choose to use it because it provides readily accessible
brand messages for the audience and is much easier for the audience to retain and recall the
brand but also quite an expensive mode of media because the product can only attract a specific
venue of audience. Billboards and banners can attract the audience quite fast but the
advertisements should be reader friendly so that they are able to grasp the concept the
advertisement is trying to convey.
Thirdly, Interest and Desire in the AIDA principle go hand in hand (Mindtools.com, 2014) as, the
audience also needs to know how this issue of deforestation will affect them and their loved
ones, we have done by posting videos about the harmful effects of deforestation to help them
understand that if the world does not have healthy forests, then planet earth cannot sustain life.
This will appeal to their needs of wanting to live a healthy life and healthier surroundings.
Lastly, the last part of the AIDA approach is Action. Our campaign will help guide the audience
about what actions to follow now that they have been educated about Deforestation in Malaysia.
So that they can play their role in the preserving of our forests and hopefully pay it forward to
the next person.
The charts taken from the Statista which are provide relevant data from more than 18,000
sources that showing the different age group of the daily internet rate in Malaysia in 2014.It was
found that 73% of the population under the 16-24 age groups will spend time in internet every
day, followed by 35-44 age groups with 66%.
Moreover, the data shown by Malaysia's Social Media Statistics for 2012 which indicate that
Malaysian internet users spend around 20 hours per week online. Besides that, 51% of Malaysian
has YouTube account and 80% of Malaysian internet users watch videos each month. The data
also show that 11.5 million population of the age group of 15 and above who using internet for
the purpose of working or studying.
Besides that, the marketing communication is suitable for everyone but not every group likes to
watch it due to the method. Hence, consumers between 15 and 44 can be targeted such as
teenagers as adults prefer access internet generally more than other groups.
iv.
Market Size
Based on the information we gather, the age and group factor as well as psychographic are plays
a vital roles in determining the change in market size. From the statistics of population number
by age and sex group and the statistics of Malaysian internet usage mentioned above, the
Malaysian male and female populations between the age group of 15-44 are approximately 22
million.
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
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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
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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.
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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.
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6.0 Budgeting
Campaign Run: 9 months
Location
Desired
Online
FACEBOOK
($150,780.00)
Price Total
Total
(per Week)
Campaign
Estimated
Budget
RM47,880.00
Kuala
Perform
Facebook
15-44
36
RM1,330.00
Days
252
Lumpur
Seremban
15-44
30
RM1,000.00
210
RM30,000.00
15-44
30
RM980.00
210
RM29,400.00
Ipoh
15-44
30
RM980.00
210
RM29,400.00
Putra Jaya
15-44
30
RM470.00
210
RM14,100.00
Total= RM150,780
Channels
Bilboard
Outdoor
Metres
Advertising
($57,000.00
)
Channels
Where
Target
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)
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
Target
Estimated Period
Online
Group
(Weeks)
Campaign
Total
Estimated
15
Platform
Kuala
Days
Budget
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
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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
17
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.
18
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24
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25
Appendices
Appendix I
26
27
112 likes
Appendix V
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