FINDING YOUR MISSING PIECES
- Giang Trieu
- Apr 24, 2015
- 10 min read
CAMPAIGN PROPOSAL
Campaign duration: 6 months from 1 July 2015 to 31 December 2015
EXECUTIVE SUMMARY
This pitch is conducted to present a logical promotional campaign for LIN and to help LIN become more well-known among targeted enterprises in Saigon.
The decrease in donation from international donors, together with the big gap between the number of enterprises and the number of non-profit organizations (NPOs), lead to the struggle of companies while doing philanthropic activities. This campaign’s big idea, which is ‘finding your missing piece’, emphasizes on the role of LIN: bridging the gap between NPOs and companies, connecting enterprises with the most appropriate NPOs.
The primary target audience of this campaign is executives aged from 25-40 working in small and medium enterprises. Besides, students aged from 18-24 are our secondary target audience. Those target audience are both living in Ho Chi Minh City.
In order to gain free media coverage, email alerts (attached with press releases) will be sent to numerous print and online newspapers, magazines but focusing on Forbes Vietnam, Doanh nhan Saigon and Saigon Times (Thoi bao Kinh te Saigon). Social media are also used to gain attention for LIN; specifically, six viral videos will be uploaded on YouTube and Facebook will become a place for LIN to interact with its audience directly. The highlight of the campaign, ‘Finding your missing piece’ event, helps people know about LIN’s function and gain knowledge of donating. Besides those activities, a considerable number of brochures and newsletters will be distributed frequently.
TABLE OF CONTENTS
STATEMENT OF NEED
BIG IDEA
PROJECT DESCRIPTION
Target publics
Goals and objectives
Communication goals
Communication objectives
Action objectives
Key message
Tactics and tools
Targeted media
Social networks
Publications
Evaluation
Timeline
Budget
CONCLUSION
4. APPENDIXES
5. REFERENCES
STATEMENT OF NEED
Vietnam has recently reached the middle-income status, thus international donors began to move out of the country. In term of domestic condition, the number of local non-profits organizations (NPOs) has risen significantly. In 2013, this number reached 990 nationally. The number of companies is also quite high with 330,000 in Ho Chi Minh City and 84% of them cares about the operation of NPOs and philanthropic activities. However, their contributions to the community just limit at three main areas including supporting people in need (war veterans, orphanages), disaster relief and poverty reduction. This suggests that donation is dominated by traditional and event-based giving based on cash donations with little time investment for more sophisticated engagement. In addition, most companies conduct philanthropic activities in a piecemeal fashion, which means not evaluating the return of their contributions. To them, philanthropic activities mean ‘giving money’ to help the society. Some other statistics to show the misperceptions of companies in donating are 78% seeing NPOs as organizations that reduce poverty, 41% saying that the role of NPOs is to ‘support businesses’ and 20% stating that NPOs ‘create products and services’. Although NPOs can be valuable partners to help businesses to envision, plan, exercise and evaluate their strategic philanthropic initiatives, only 9% of the businesses has collaborated with Vietnamese NPOs in their giving and mostly tends to trust and work with international business-related organizations.
From these findings, we have identified the problem in the relationship between companies and NPOs. Companies cannot find suitable NPOs to corporate with, while NPOs are not able to find potential companies that are willing to help among a big number of companies. LIN was established to solve this problem by bridging the gap between NPOs and appropriate companies. LIN is considered to be the ‘NPO of NPOs’. This campaign will help LIN become more well-known, thus more companies will know about LIN and more NPOs will be helped. Consequently, those NPOs will contribute to the society and the standard of living will be improved.
BIG IDEA
LIN Center for Community Development is a non-profit organizations aiming at developing community capacity by providing specific services for other NPOs, volunteers and donors. For donors, the core value of LIN is consulting on strategic philanthropy, which means helping companies find their most suitable NPOs to work with. Therefore, we apply the big idea of the jigsaw puzzle, stating that companies and NPOs are like pieces of a set of puzzle – only fit with their most appropriate pieces.
PROJECT DESCRIPTION
In this section, we identify two main groups of target publics of LIN, set the goals and objectives for the upcoming 6-month campaign and propose a PR plan including three main tactics.
Goals and objectives
Communication goals
To make the target audience understand what LIN is doing through a variety of PR activities.
To gain free media coverage
Communication objectives
_To have 2% (approximately 80 000 people) of the target audience to be aware of LIN’s event through both print (Forbes Vietnam, Thoi bao Kinh te Saigon and Doanh nhan Saigon) and online platforms (Facebook, YouTube, Email) by the end of August 2015
_To have 0.5% (approximately 20 000 people) of the target audience knowing about LIN by the end of October 2015
_To have 0.1% (approximately 4000) to be aware of LIN’s core values by the end of December 2015
Action objectives
_To have 0.0125% (approximately 500 people) of the primary target audience attending the event in September 2015
_To have 30% (approximately 50 companies) of the attending SMEs partnering with LIN by the end of October 2015
Key message
LIN develops community capacity through connecting each company to their most appropriate NPO.
Tactics and tools
In order to target both of the target publics, we plan to conduct three tactics with different supported tools for each.
Find your missing piece event: is created for the primary target public to gather useful information of them for the future purpose of LIN, help them find their suitable NPOs and provide them with appropriate knowledge of philanthropic activities. This event includes two parts: the exhibition and the workshops, which will be held in the Cultural House of Youth from 9am to 5pm on 12 September. For the exhibition, we organize a giant incomplete jigsaw puzzle on a wall with names of participating NPOs written on pieces of them. SMEs will come to each booth and put the blue puzzle stickers on the booth they find most interesting and suitable. After that, on the LCD screen, there will a notification announcing that a company has found their missing piece and our staff members will place the piece (with the company’s name written on it) next to the piece of their choice of NPO. We will also take photos of this giant jigsaw puzzle before, after the event and in the end of the campaign to compare and evaluate. LIN will also have two booths here to give a quick consultation for SMEs about their choices.
For the workshops, we invite representatives from big companies, experts and educators in the field to share their experiences in working with LIN, how LIN has changed the way they think of donating and how it benefits them. Some guest speakers to consider are employers of RMIT Vietnam, Intel Company and Madame Ton Nu Thi Ninh. The estimated numbers for this event are approximately 500 attendees, 85 booths of NGOs and 5 workshops throughout the day. The sponsorship is expected to come from current partners of LIN. Supporting tools for the event are press releases, brochures and e-newsletters.
Promotional videos: are scripted under the form of infographic motion and apply blue and white (symbolic colors of LIN) as the theme colors. Before the event, three videos are published featuring the importance of philanthropic activities in the sustainable development of companies as well as the community. The purpose of them is to attract the primary target public to the event as they are rational thinking and statistic-based. After the event, three other videos are brought out to introduce the core values and services of LIN. As the donors have attended the event, it is now the time for LIN to show what they can offer for donors.
#LINstories Facebook campaign: targets at the secondary target public and use the hashtag #LINstories as free search engine on Facebook. Before the event, we encourage university students to share their experiences of ineffective donating for NGOs and how they think they can avoid that in the future. Three stories having the highest marks from LIN and the most likes will receive the tickets to the event as the event is only opened for SMEs and NGOs. Therefore, this is a great opportunity for these students to be in contact with professionals in a variety of fields. After the event, we plan to cooperate with Humans of Saigon (HOSG) to feature stories of guest speakers on its fan page. This can help LIN reach more potential audiences and create greater impacts in the society since HOSG currently has 47,000 followers. Moreover, the Facebook page of LIN will be updated daily about the process of the campaign.
Targeted media
Social networks
YouTube: attracts 2 billion views per day worldwide, which means a video uploaded here can reach a large number of audiences and suits the purpose of educating the community about donating. In recent years, many companies have used viral videos as means of informing and marketing for their products and services. The most viewed type of viral videos is humor. However, meaningful messages to the society also take a lot of attention of viewers and are more appropriate with the values of LIN.
Facebook: is an effective tool to connect and promote to young people. In 2014, the number of Facebook users in Vietnam only is 20 million with 50% of them using Facebook to read articles and news stories. Moreover, 18 – 24 is the most popular age group following LIN on Facebook. Therefore, Facebook is a proper medium to reach the secondary target public in this campaign. Besides, due to the fast growth of this social network, more SMEs start to enter.
Publications
Saigon Times – Thoi bao kinh te Saigon: is the most suitable publication for LIN. This publication has two NPOs – Saigon Times Club and Saigon Times Foundation – and usually organizes public service activities to support SMEs. Its main readership includes business people, managers, senior executives and students who care about economics and business.
Doanh nhan Saigon Online: is quite similar to Thoi bao Kinh te Saigon that they target at businesspeople and economists. The print version of this media outlet has the circulation of 50,000 and is available on the prestigious airlines such as Vietnam Airlines, Pacific Airlines and All Nippon Airways (ANA), which fits the working nature of business people. This publication is also a credible source for the primary target public as they are executed by well-known journalists and experts namely Ly Lan, Nguyen Ngoc and Professor Tran Van Khe.
Forbes Vietnam: holds the lower circulation compared to Doanh Nhan Saigon (25,000). However, its main readership includes both policy makers, top managers and those who wish to take those positions – the primary and secondary target publics of this campaign. Additionally, 50 – 60% of its content focusing on Vietnam can promise the widespread of news in local SMEs.
Evaluation
Evaluation is conducted in the end of the campaign and mainly applies available and free methods that LIN has used.
Timeline
Budget
CONCLUSION
We understand that LIN has some difficulties in providing a clear idea of what they are doing to donors. As a result, we believe that a PR campaign based on rational thinking, practical knowledge and experiences sharing can help donors understand more about LIN’s core values and functions.
Last but not least, we would like to thank LIN’s representatives for spending their precious time to discuss and consult with us. We hope that you find this campaign interesting and suitable to your needs.
REFERENCES
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