HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES –

INFORMATION TECHNOLOGY

FACULTY OF INTERNATIONAL RELATIONS

__________________________

DIGITAL MARKETING

PROPOSAL
BUILDING DIGITAL MARKETING PLAN FOR
RUBTALK - ĐỒ CŨ BIẾT NÓI

Instructor: Mr. Tran Tuan Anh

Team: 3R

HO CHI MINH CITY, NOVEMBER 2022 1

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 3R’S MEMBERS

NO. NAME STUDENT ID

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 TABLE OF CONTENT

1. Overview on the context that leads to the idea of your project.......................6

2. Overview on the project’s idea.........................................................................8

3. Target Audience.............................................................................................10

4. Message..........................................................................................................12

5. Objectives........................................................................................................14

6. Media platforms and Tools............................................................................16

7. KPI (Key Performance Indicator: number of posts, number of likes, reach,

engagement, discussion per post, number of visit to website, number of
followers, number of subscribers, etc.).................................................................18

8. Digital Communication Strategy and Action Plan (for over past 6 weeks). 20

9. Report and Evaluation...................................................................................22

9.1 Content:...................................................................................................22
9.1.1 Page Like.............................................................................................23

9.2 Report methods: Chart, Pictures illustrated...........................................24

9.2 Evaluation...............................................................................................27

10. Digital Communication Plan for the next 6-8 months (objectives, KPI,
action plan, budget)...............................................................................................30

10.1 Objective..................................................................................................30

10.2 KPI...........................................................................................................30

10.3 Action Plan..............................................................................................31

10.3.1 Overall..............................................................................................31
10.3.2 Content.............................................................................................32

10.4 Budget......................................................................................................32

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 1. Overview on the context that leads to the idea of your project
“Rubtalk - Đồ cũ biết nói” is a project by group 3R to support for the subject
Digital Marketing course. This project is supposed to aid students in better
understanding digital marketing by running a society page on several social media
sites. As a result, students will learn how to use tools to develop media sites,
research various types of promotion, find out how to encourage interaction, etc.

Currently, the situation of wasting old appliances, especially among the young like
students, is increasingly widespread. Young people do not take full advantage of
the value of the old things, but they threw them away when they were still
valuable. In addition, in Ho Chi Minh City in particular and across the country in
general, there are many organizations established to collect old items such as
books, newspapers, batteries, clothes, boxes. milk, cake boxes, ... aims to green the
environment and recycle to make them more useful for life. Because of the above
situation that our group has decided to establish a project to propagate to everyone
the model of "exchange garbage for gifts" - “Đổi Rác Lấy Quà”. The project will
raise the awareness of HUFLIT students about recycling old things, help them to
consider and take action to save the environment.

For these motivations, group 3R decided to create a place on the Internet - the
Facebook platform where people can get more details information about the
circumstances such as the real state at the moment, the causes make the
environment polluted, and the solutions to save the environments. The most
impotant - the model "Đổi Rác Lấy Quà" that group 3R want to spread for
everyone to have a difference look about the old things and makes them new for
other people.

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2. Overview on the project’s idea
The project has 2 main phases:
- The first stage: Providing the information
+ Ideas to publish media articles to provide useful information about the
environment.
+ Information on the status and causes of environmental pollution and its
harmful effects.
+ Information about organizations that are implementing the project of
"exchanging garbage for gifts" in Ho Chi Minh City.
+ The organization is implementing the project of "exchanging garbage for
gifts" in big cities and neighboring provinces across the country.
+ Information on the process and how to implement the "exchange garbage
for gifts" model.
+ Information about the benefits that the "garbage-for-gift" model brings to
life and people.

- The second stage: Maintain the project

+ Propaganda and widely disseminate the model of "exchange garbage for
gifts" in small and large cities in Vietnam.
+ Organized many batches of garbage and gift giving activities for students
everywhere to participate.

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 3. Target Audience
 Demographic: 
Gender: All.
Age: 18-24. 
Place: Mainly focus on Ho Chi Minh City. 
Language using: Vietnamese.
Career: Students at high school and college. Mainly focus on Ho Chi Minh City
University Of Foreign Languages & Information Technology. 

- People who care about the environment problems.

- Those who are interested in the innovation model to
make the environment greener and cleaner.
Feartures
- Facebook users to find useful information.
- People who use Facebook to convey useful messages for
the environment and society.

- Search for information about environment, climate

change, garbage, second hand, recycling, environmental
protection, etc.
Behaviors
- Follow social networking sites on environmental topics.
- Enjoy watching articles and videos related to the
surrounding environment.

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 4. Message
Along with the slogan "Một chút đồ cũ - Nhiều chút quà xinh", this project
wants to convey the message that everyone should learn to appreciate current
items because they will have a lot of different values if we use them in different
ways. Sharing items that are old to themselves but new to others, when sharing
this will receive gifts from others is also the message that this project wants to
convey.

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 5. Objectives
- Communicating about the model of "exchange garbage for gifts" so that many
people know and implement it.
- Helping people have a different view of "Old stuff", every object will have a lot
of new value if we change the way we use it.
- Create mini projects, useful playgrounds for everyone to participate in and to
raise environmental awareness for each individual.
- Become a place that people can come and share or find information about the
new model to save the environment.

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6. Media platforms and Tools
The social network to choose for the group is Facebook because today
Facebook seems to be one of the most popular social networks worldwide,
where most people are active and visit on a daily basis. Face platform is
where every user has many options to share including photo, video, status,
emotion, location etc.

The reason the 3R team chose the above Facebook communication platform
is to appreciate their convenience and comfort, and will leisurely
communicate and reach many people about the group's content and design
ideas. In order for Fanpage to be noticed and known by more people, the
team used the two most popular tools, seeding and running ads...

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7. KPI (Key Performance Indicator: number of posts, number of likes,
reach, engagement, discussion per post, number of visit to website,
number of followers, number of subscribers, etc.)

CONTENT KPI

Number of posts 20-25

Number of likes 600

Reach 200

Engagement

Discussion per post 50

Number of followers 600

Number of subscribers 600

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 8. Digital Communication Strategy and Action Plan (for over past 6
weeks)

NUMBER
ACTION
WEEK BIG IDEA STRATEGY OF
PLAN
POSTS

Introducing fanpage, name of the group, the

1 terms, the message, the slogan, and how the Seeding 4
fanpage works.

Real state of affairs of the old things nowadays

2 in HUFLIT Hoc Mon Campus & HUFLIT Su Seeding 3
Van Hanh.
Factors causing environmental pollution
today.
Solutions to reduce environmental pollution
3 today linking to the model “Đổi Rác Lấy Seeding 3
Quà”.
Introducing about the model “Đổi Rác Lấy
Quà”:
4 Video Interview Seeding 4
Run fanpage
5 DAILY VLOG 2
ads
Run fanpage
ads and
6 MINIGAME 4
minigame
post ads.

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9. Report and Evaluation
9.1 Content:
NUMBER
WEEK IDEA STRATEGY
OF POSTS
- Introducing fanpage.
- Introducing name of the group.
1 - Introducing the terms, the message, the slogan, 4
and how the fanpage works through a introducing
videos.
- Real state of affairs of the old things nowadays
in HUFLIT Hoc Mon Campus.
2 3
- Real state of affairs of the old things nowadays
in HUFLIT Su Van Hanh.
- Three actors causing environmental pollution
today.
- Three solutions to reduce environmental
pollution today linking to the model “Đổi Rác Lấy
Quà”.
- Introducing about the model “Đổi Rác Lấy
3 3
Quà”:
 What is “Đổi Rác Lấy Quà”?
 How to “Đổi Rác Lấy Quà”?
 Which things can use for “Đổi Rác Lấy Quà”.
 Which things can not use for “Đổi Rác Lấy
Quà”.
4 - Interview the students’s level of access to the 4
model “Đổi Rác Lấy Quà” in HUFLIT Hoc Mon
Campus.
- Interview the students’s level of access to the

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 model “Đổi Rác Lấy Quà” in HUFLIT Su Van
Hanh.
- Daily vlog:
 A day to “Đổi Rác Lấy Quà” in a
5 organization. 2
 Notes when participating in the program of
“Đổi Rác Lấy Quà”.
-Minigame: Guess the crossword.
6 4
- Gift: Combo of a plant seed and pots.

9.1.1 Page Like

Page Likes 603 Likes

Page Likes Growth Normal

Launch page date is October 9, 2021

and has reached 198 followers on that
day. On October 12 and October 17,
the number of followers peaked with
32 more followers. From October 22 to
Followers
November 11, the number of followers
increased by about 22 followers per
day. Most recently, from November 28
to December 5, an increase of about 17
followers per day.

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 9.2 Report methods: Chart, Pictures illustrated

Chart 1: Number of people reaching Facebook fanpage:

The highest rank of engagement reaches nearly 4000 engagements on November

12th to 16th, and the chart progresses with unstable intensity, up and down erratic
and tends to decrease later. The chart hit two peaks on December 27th, November
8th, and then maintain the stable that below 1000 engagements till it hit the final
milestone on November 12th to 16th.

Chart 2: Number of Facebook fanpage visit:

The number of visits to the page is always stable at 100 visits to the page from
December to November. The highest peak pageviews peaked at 300 visits between
the 12th and the 16th of November. Then the pageviews returned to normal when
the posts didn't appear to now.

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 Chart 3: Number of Facebook fanpage new likes:

Same as the chart report templates above. The number of new like to the page is
always stable at 100 visits to the page from December to November. The highest
peak pageviews peaked at 300 visits between the 12th and the 16th of November.
Then the pageviews returned to normal when the posts didn't appear to now.

Chart 4: Age and Gender of followers:

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 Since this is an article page on how wonderful the 2000s was and bring good
memories back to the young people, the content of the article mainly revolves
around topics that can meet the needs of the target audience. The content of the
site has a 3:1 aspect ratio for both female and male genders. Therefore, the age of
readers watching Hoi – Mot thoi chung cat will focus mainly on about 18-24 years
old with a female tie of 70% and 32 a male ratio of 30%. In addition, the content
of the site also reached a small audience of females aged 25-34 years and very few
were male between 25-34 years old.
Chart 5: Provinces and countries accessing the fanpage's content:

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 According to the chart, most fan page viewers and followers are from Viet Nam
who are mostly from Ho Chi Minh City, in addition to the few from other cities
such as Bien Hoa Dong Nai, Thu Dau Mot Binh Duong, Ha Noi, Tay Ninh, Dak
Lak,etc. Moreover, the fanpage also access to 0.4% Japanese, 0.2% Poland, and
the same number with Taiwan and Austraulia.

9.2 Evaluation:

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 Number of posts: 20-25
Number of likes: 600
Reach: 200
KPI Engagement:
Discussion per post: 50
Number of followers: 600
Number of subscribers: 600

Number of posts: 20
Number of likes: 400
Reach: 200
REAL Engagement:
Discussion per post: 70 - 90
Number of followers: 450
Number of subscribers: 400
Number of posts: 20 -> PASS
Number of likes: 400 -> UNPASS
Reach: 200 -> PASS
Engagement:
Discussion per post: 70 - 90 -> PASS
EVALUATE
Number of followers: 450 ->
UNPASS
Number of subscribers: 400 ->
UNPASS

PROS & CONS:

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 The post frequency isn't particularly high. 
 Ads should not be displayed since the page's interactivity is low. 
 There is a limited amount of time for the site to function, thus it can't be
distributed widely.

SOLUTION:
 To enhance display, always mix posts with stories.
 Use short videos to grab people's attention and get them to interact with the
content.
 Change ways of reaching the audiences.
 Use the ads tool on the platforms to alter the articles.
 Mini games and interactive contests will be organized.

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 10. Digital Communication Plan for the next 6-8 months (objectives, KPI,
action plan, budget)
10.1 Objective
Growing the page attention due to the performance in six-trial weeks was not too
effective and efficient in raising “Rubtalk - Đồ cũ biết nói” page awareness.
Because of:
- The shortage of attractive idea content for the posts.
- The commonness of posting is not considerable and regular.
- Do not accept the audience's comment and take action to solve them nonetheless.

To solve the fanpage issue, in the following six months, group 3R desires to
improve the fanpage awareness and increase the attention of the audiences to
create certain that people can have a good awareness of our topic - the
environment and the new model "Đổi Rác Lấy Quà", as follows the new KPI
table below.

Therefore, group 3R will:

- Concentrate better on other platforms like Tiktok.
- Focus on 2-way interaction (between page and audience), convey more with the
audience by answering the audience's comments usually.
- Search, and expand more new topics and idea content to attract more attention
from the audience.
- Create new challenges, and mini-games to increase page interaction with the
audience.

10.2 KPI
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 Facebook Tiktok

Followers: 1500 followers/ 6 months

Posts: 3 - 4 posts/week
Videos: 3 clips/week
Impression: 1500 impression/post
Followers: 2000 followers/6 months
Reach: 650 reach/post
View: 2000 views/clip
Like post: 100 likes/post
Like: 50 likes/post
Comment: 50 comments/post
Comment: 15 comments/clip
Share: 50 shares/post
View story: 100 viewers and 20 reacts

10.3 Action Plan

10.3.1 Overall
Category Facebook

Number: 3 - 4 post/week
Post
Time post: 8PM - 9PM

After each week, reporting, evaluating

the effectiveness of the content to have
Time for evaluating
a better orientation for the following
articles.

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10.3.2 Content
- Create a new and unique product to advertising and sell on Facebook to maintain
the fanpage.
- After selling the unique product on Facebook, there will be have a lot of the
activities about the environment with the topic “Đổi Rác Lấy Quà”.
- Thinking out of the box about the idea content on Facebook post to attract
people.
- Each post includes a trending hashtag to pull in new viewers.
- Sharing “Rubtalk - Đồ cũ biết nói”s posts on the group about enviroment,
rubbish, exchange’s on Facebook.
- Create a story that interacts with the audiences like: bingo, this or that question,
multiple-choice questions, template, etc.
10.4 Budget
- The cost of making and selling new and unique product will not be present on the
proposal. Here is the cost of running advertising on Facebook.

No Category Unit Cost

Gift for
minigame, give Facebook Part 500.000
away

In-feed ads +
Hashtag Facebook Package 1.000.000
challenges

Run post ads Facebook Package 1.000.000

TOTAL 2.500.000

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