COM10007-Professional Communication Practice (Hanoi)

2nd Semester, 2024

Campaign Assignment

Group members:
Lê Phúc Minh
Ngô Bảo Trân
Nguyễn Lê Đức Thắng
Nguyễn Lê Thảo My

Date of submissions: 24/3/2024

Total word count: 1988 (excluding cover page, ToC,
headings, subheadings, and references)

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Table of contents:

Part 1: Overview & History

- Overview of the club: p.3
- Strategy Section
1. Target Audience: p.3 – p.4
2. Key objectives & SMART goals: p.4 – p.5
3. Key messages: p.5

Part 2: The Communication Mediums

- Traditional Media: p.5 – p.6
- Digital Media: p.6 – p.7

Part 3: The Campaign Run

- Current problems: p.8
- Week 1: p.8 – p.9
- Week 2: p.9
- Week 3: p.9 – p.10

References: p.10

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Part 1: Overview & History

Overview:
Created in 2021, Chef's Choice - is an exclusive club born out of a shared
passion for culinary arts. Our goal is to create a space where people have
more opportunities to improve their cooking skills, build a strong connection
with each other, and spread the love for cooking widely in Swinburne Hanoi –
VN.

The club's goal is to create a space where people have more opportunities to
improve their cooking skills, build a strong connection with each other, and
spread the love for cooking widely at Swinburne. We are also very
enthusiastic about coming up with ideas for more interesting activities and
attracting the participation of “chefs” and food enthusiasts, with members who
can unleash their culinary creativity with an array of novel dishes while
relishing the joy of cooking alongside friends through interesting activities and
events.

Acronym of the Club Name:

"Chef's": We aim to embody the essence of a true chef. A chef isn't just
someone who crafts delectable meals but also someone who spreads
happiness through their dishes. By capitalizing on the 'S', we aim to
encapsulate the spirit of every Swinburne student within the club.

"Choice": We believe in the power of choice. Only then can we be

comfortable and keep the fire of passion burning brightly. The club respects
individual preferences, respects each member's choices, and encourages
them to pursue distinctive culinary styles.

A. Strategy section:

Target audience:
Because Chef’s Choice is a cooking club at Swinburne University in Hanoi,
Vietnam, our target audience would be the current Swinburne students in
Hanoi only. Using social media, the school P.A. system, and other clubs'
media support, we can reach out to the right audience at best.

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We divided into 5 groups of the targeted audience:

1. Students with limited cooking experience: This large group is looking to

learn basic skills, try new foods, and gain confidence in the kitchen.
Busy schedules and limited budgets frequently make them ideal
candidates for a club that provides affordable, valuable cooking
experiences.
2. Students who already enjoy cooking: The club can cater to this
demographic by hosting workshops on advanced techniques, specific
cuisines, or challenges.
3. Food Enthusiasts: Students who are interested in food and cooking
while also wanting to learn more about them.
4. Socializers: The club provided a fun and engaging social activity on
campus to meet new people and make friends while cooking and eating
together (e.g. Ding Dong 2023).
5. Students who wanted gain more soft skills: Clubs are a place for
students to improve and gain new working and soft skills, and our club
is no exception.

Key objectives & SMART goals:

Being newly established and also wanting to share our passion for culinary
and cooking, we came up with 3 objectives necessary for the club's growth.

Therefore, our 3 main objectives for the next semester are to:
- Higher number of members and followers on two social media platforms
while also more awareness about the club
- Understanding a kitchen management skill
- Help members learn 3 new cooking techniques

The SMART method is commonly utilized in management to create

measurable targets and goals (Bjerke & Renger, 2017). Therefore, we utilized
the SMART techniques to build up our goals:
- Specific: Increase the number of club members by 35%, increase the
follower’s number on the Facebook page to 1000 followers and 80
followers on Instagram. We also wanted to help members understand 1
skill: safe food handling and learn 3 new cooking techniques: baking,
grilling, and broiling.

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 - Measure: Create a checklist and roadmap to keep track of the goals.
- Achievable: With nearly 850 followers across Facebook and Instagram
pages, school support using the P. A. System for radio announcements,
and using other clubs' media support combined, we can confidently
achieve the goals.
- Relevant: Helping members to understand more about the cooking
world, increasing the awareness of the club, and the number of
members & followers is the ultimate goal, therefore, these goals
certainly contribute to the vision.
- Timely: These 3 goals must be obtained by the end of the next
semester.

Key messages:
Chef’s Choice Club develops a meaningful message:

“Indulging your cooking passion with Chef’s Choice”

When joining the club, every member will have opportunities to share
experiences and tips about food, recipes, cuisine... with others. Moreover, the
club will equip members with useful cooking techniques and kitchen skills. As
a result, they will make new friends and develop their cooking abilities further.

Part 2: The Communication mediums:

1. Traditional Media: Radio Announcement

Radio must compete with other forms of media nowadays. Modern media
platforms and entertainment options may lead people to believe that radio is
no longer relevant. However, radio continues to perform similarly to before
(Karttunen, 2017). With the facilities that Swinburne Ha Noi has such as
speakers and P. A system would be an effective way of promoting the club
and getting the attention needed for the newly intake students directly at the
campus.
Audio: https://drive.google.com/file/d/1KliEXm92e-s-
23vSIeKYBHv0fR0_xWQH/view?usp=sharing

Radio Script:

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Welcome to today's special broadcast! Are you passionate about food? Do
you love to cook and experiment in the kitchen? Then listen up because we
have something exciting to share with you. That's right, folks! If you're a
student looking to spice up your culinary skills, we've got just the club for you!
Introducing the Swinburne Chef’s Choice Club. Joining Chef’s Choice is like
embarking on a culinary adventure right here at Swinburne. Whether you're a
beginner or a seasoned pro, our club offers something for everyone. Picture
this: chopping, slicing, dicing, and sizzling - all in the name of creating
delicious dishes. Our members get hands-on experience in the kitchen,
learning from professionals and their peers. But that's not all, Chef’s Choice
isn't just about cooking; it's about building friendships and creating
unforgettable memories. We host cooking competitions, themed events, and
even culinary field trips. Plus, being part of the Chef Club looks fantastic on
college applications and resumes. It shows initiative, teamwork, and a passion
for learning – qualities that set you apart from the crowd. So, what are you
waiting for? Join Chef’s Choice today and unlock a world of flavor and fun. For
more information on how to join, visit our Facebook and Instagram pages to
know more. Don't miss out on this sizzling opportunity!

2. Digital Media
We decided to use 2 digital mediums – Facebook and Instagram as a way to
promote our club to new people and get it to be more active:

- Instagram is ranked in the top 5 apps in Vietnam, and Facebook is the

most popular app (Similarweb, 2024). According to Lee and Kim (2020),
Instagram as a visual platform has emerged as the most popular media
platform among influencers. Because of this, it is utilized to post
pictures and short videos of delicious food, club activities, and behind-
the-scenes videos. Instagram content is mostly the same as the
Facebook page but includes more videos and short-form content video
types.
- With 2.23 billion monthly active users, Facebook is the world's largest
social networking site, allowing businesses to easily reach their target
audience and engage with community members.
- According to the Social Media Marketing Industry Report, Facebook is
also the most popular social networking site, used by 93% of marketers
(Demiray & Burnaz, 2019). Facebook directs people’s focus on texts

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 and articles. Hence, our club uses Facebook to post recipes, useful
tips, descriptions, and announcements of the events and create group
chats for club members to discuss using the Facebook chat application
– Messenger. We also post photos from different events to capture the
moments from the clubs and it also acts as a way to show how active
the club is.

Most importantly, even Swinburne Vietnam is using Facebook and Instagram

with an incredible amount of followers as the main sources of advertising and
promoting itself, therefore reflecting the vast usage of students and potential
audiences on these mediums.

(Swinburne VN Instagram and Facebook page)

Therefore, using these platforms to advertise helps enhance the club’s

prominence. Besides, both Facebook and Instagram live features are
available. Chef’s Choice Club can do in-the-moment cooking demos or foster
a feeling of community by holding interactive events. Moreover, with the
comments, likes, and messages feature, both platforms help to promote
conversation and interaction among prospective students even when they are
new to the school. This generates a feeling of belonging and motivates people
to find out more about the club.

Overall, three of our mediums each have their unique advantages, so we

decided to combine them all to promote our campaign effectively and
efficiently.

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Part 3: The Campaign Run

Current problems:
Based on the current content on both platforms, we recognize there is still
room for improvement:

- Boring and quite generic content that did not generate any hype,
especially during the rollout phase of recruiting new members.
- Should be organizing and promoting thoroughly more events that
everyone can join because it would dramatically increase the
awareness of the club instead of limiting it to the members club only.

We decided on a 3-week campaign run:

- Frequency of posting: 3 posts each week, including Monday,
Wednesday, and Saturday.
- According to Glover (2024), these are the 3 best days to post due to the
user's traffic and algorithm recommendation.
- Time of posting: 6 PM for weekdays and 9 PM for weekends (Needle,
2023). This period also aligns perfectly with the relaxing time of
students, usually 6 PM as they leave school and 9 PM is when after
they finish dinner and homework.

Week 1:
- Starting with Week 1, our campaign heads towards the direction of
organizing a mini-game of getting to know the club through quizzes
posted on both platforms. The person who got the answer correct and
soonest will receive a special prize from the club. This can attract
people to get to know about the club due to the mystique aspect of the

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 quizzes and the prize. The game itself would be one post only and the
winner announcement will be in the comment section.
- After that, we would announce a cooking competition event but this time
it would be open for everyone in the school. With everyone
participating, the club has more exposure to all the students in the
school.
- This event would comprise 2 posts in Week 1, with the first one being
the announcement, while the second one will be about what to expect
and how to prepare for the best results.

Week 2:
- Continue with the cooking event, we will post all the photos that capture
all the moments from that event as one post, and then the next post will
be the winner's announcement for the competition. The simple
existence of an image in a social media post distinguishes it from the
majority of text-only posts, thereby attracting more attention. Beyond
attention, image content may directly affect engagement by enhancing
the perceived quality of a post on a social media platform like Facebook
and Instagram (Li & Xie, 2020). Photos from the event are not only
great for capturing the events but also show how active the club is for
new people, therefore attracting more members.
- The third post of that week will be about different positions in our club
and explain them in detail so that students who are interested in it could
able to apply for the proper position. From the first week with 2 activities
that increased hype and interest from everyone in school for the club,
this post about what to expect for the recruitment is appropriate,
especially for the opening of recruitment in the next week.

Week 3:
- For the last week of the campaign, we will be posting the first post
about announcing the opening of member recruitment. After all the
suspense and hype from significant activities, this time the number of
people applying for the clubs would be more compared to the previous
semester's recruitment.
- Next, the second post will be about what to expect for the interview
round and how to prepare for the best results.

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 - The final post of week 3 will announce all the new members and photos
captured from the interview round.

REFERENCES:

Bjerke, M. B., & Renger, R. (2017). Being smart about writing SMART objectives. Evaluation
and Program Planning, 61, 125-127.
https://doi.org/https://doi.org/10.1016/j.evalprogplan.2016.12.009
Demiray, M., & Burnaz, S. (2019). Exploring the impact of brand community identification on
Facebook: Firm-directed and self-directed drivers. Journal of Business Research, 96,
115-124. https://doi.org/https://doi.org/10.1016/j.jbusres.2018.11.016
Glover, R. (2024, February 11). Best Times to Post on Social Media in 2024 [For Every
Platform] | WordStream. WordStream. https://www.wordstream.com/blog/best-time-to-post-
on-social-media#:~:text=content%20is%20never.-,What's%20the%20best%20time%20to
%20post%20on%20social%20media%20across,post%20on%20social%20media:
%20Saturday
Karttunen, S. (2017). Using social media at a radio station.
Lee, S., & Kim, E. (2020). Influencer marketing on Instagram: How sponsorship disclosure,
influencer credibility, and brand credibility impact the effectiveness of Instagram
promotional post. Journal of Global Fashion Marketing, 11(3), 232-249.
https://doi.org/10.1080/20932685.2020.1752766
Li, Y., & Xie, Y. (2020). Is a Picture Worth a Thousand Words? An Empirical Study of Image
Content and Social Media Engagement. Journal of Marketing Research, 57(1), 1-19.
https://doi.org/10.1177/0022243719881113
Needle, F. (2023, January 24). The Best Times to Post on Social Media in 2023 [New Data].
Hubspot.com; HubSpot. https://blog.hubspot.com/marketing/best-times-post-pin-tweet-
social-media-infographic
Top Websites Ranking. (n.d.).
Similarweb.https://www.similarweb.com/top-websites/vietnam/computers-electronics-and-
technology/social-networks-and-online-communities/

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