5 GIO SANG

PRESENTATI N

Hoang Anh + (Huong x 3)

Our

Content
we want to talk about
Situation analysis
Statement of need
Target Publics
Ideas
Objectives
PR Tactics
Timeline
Budget
Evaluation

Background

Information
Big picture

32 warm shelters open houses

education and reform centers
(The poor people 2015)
Only focus on childrens basic

needs
(RFA 2006)

Background

Information
What we know about 5 Gio Sang

Football for Childrens

Future program

Contemporary dance program

Background

Information
What we know about 5 Gio Sang

JOY

Current

Situation
Whats wrong

Current

Situation
Whats wrong

Current

Situation
Whats wrong

Id not known what is 5AM

and who weve competed
with till my friends told me
few months ago
(Tony)

Current

Situation
Whats wrong

What is 5 Gio Sang ?

(Phuong)

Current

Situation
Whats wrong

Current

Situation
Whats wrong

We have never talked to each

other!
(Huy)

the

Statement of need
why we need this

Raise
awareness

Engage

Re-position

Primary

Target Publics
who we will talk to

SHELTERS

INTERNATIONAL SCHOOLS

Teenagers 13-18 years old

Teenagers 13-18 years old

Living in Ho Chi Minh City

Living in Ho Chi Minh City

Vulnerable & unpredictable

Better conditions

Love playing football

Love playing football

Benefits from & reflect 5 Gio

Sang's values

Benefits from & reflect 5 Gio

Sang's values

Face-to-face communication

Face-to-face communication,
social media

Secondary

Target Publics
who we will talk to

Living in Ho Chi Minh City

13-22 years old

Audience at Hope Cup

Interested in football and

charity

Social media, buzz

marketing

Once understand values

can bring many benefits

Key

Insights
what matters

Different backgrounds but share the

same passion
Never communicate
Difference creates diversity

Key Concept
what we want to create
Difference

Similarity

Communication

JOY

The

Big Idea
Our

Break the ice. Fun unites"

Key

Message

What we want to say

We all have different backgrounds but have the same

passion. By communication, we unites these difference and
similarity to create childhood joy that all kids deserve.

The

Objectives
what we want to achieve

Communication objectives:
Raise awareness among 70% of T.P about 5 Gio Sang
after 6 months
Build relationship and engage 60% of T.P with 5 Gio
Sang after 6 months
Recall 5 Gio Sang as a new channel of charity among
40% of T.P after 6 months
Action objectives:
To encourage 70% of T.P participate in the 6-month
campaign

To encourage 60% of T.P to communicate with each

other during 6-month campaign

The Campaign
How can we achieve
Phase 1
Awareness

Raise awareness

Create interest among of

Objectives

Activities

Channels

T.P

Phase 2
Engagement

Encourage mutual

Phase 3
Re-position

Recall the brand

understanding

Foster a passion in team playing

Engage T.P to 5 Gio Sang

Celebrity endorsement

Mash-up training

Online contest

Viral Video

Hope cup event

Auction

Guerilla Advertising

Digital

Digital

Digital

Press release

Press release

Press release

Media coverage

Print

Word of mouth

Word of mouth

Media coverage

Media coverage

The

Changes
Brand identity

The

Guerilla
Raise awareness

The

Guerilla
Raise awareness

Celebrity

Endorsement
Get attention

Vn Thng
Soccer player

Hi Anh - Dancer

Using

Facebook
Get attention

At least 1,500 total new likes on FB after 6

months
At least 400 T.P interact on FB within 6 months

Using

Facebook
Get attention
Viral video
Event
Online contest
Story telling
Interaction
Influencers

Using

Facebook
Get attention

Many nights, I cry because

of missing my parents, but I
know they want me to try my
best.

His father died when he was 5.

And he lost mother when he was
15. He is now mother and father
to his sister and be a great
soccer player at 20.

Using

Facebook
Get attention

My mom is selling fish at a province

market and, sometimes, she visits me and
gives me present which she knows I like
the most.

Vuong Tuan Kiet is the newest student at HAGL

Arsenal JMG academy. His father passed away
when he was 3 and his mother has to earn

money to raise him by selling fish far away. Now

living with his grand-mother and uncle, he is
still a student in class for Math gifted at An Lac
secondary school.

Using

Facebook
Get attention
2,100,000 followers

2,300,000 followers

1,250,000 followers

2,130,000 followers

Using

Facebook
To interact

#shareyourjoyat5AM

Mash-up Training
To engage

Encourage 80% of T.P to attend

Mash-up training
Encourage 60% of primary T.P to
communicate to one another
Encourage 50% of T.P to support
preparation activities for Hope
cup 2016

Mash-up Training
To engage

The Hope Cup

To participate

Create interest among 60% of

T.P about the Hope Cup 2016

Attract 70% of T.P to attend

Hope cup event 2016

The Hope Cup

To participate

The Hope Cup

To participate
Poster

The Timeline
a 6-month campaign

Facebook

July

Aug

Sep

Viral videos

Press release

(Hope cup)

Nov

Dec

Guerilla

Posters

Oct

The Budget
Worth for
Catergory
Print
Facebook fan page, website content and contest
Viral video
PR articles (media tipping)
Catering
Painting colours and decorating material
Awards
Rental venue fee
Refereers tipping
Total

Price
5,000,000
500,000
2,000,000
2,000,000
6,000,000
3,000,000
8,000,000
6,000,000
2,500,000
35,000,000

The Budget
Worth for
7%

14%
1%

17%

6%
6%

23%

17%

9%

Posters, invitation cards and backdrop printing

Facebook fanpage, website content and contest

Viral video

PR articles (media tipping)

Catering

Painting colours and decorating material

Awards

Rental venue fee

Refereers tipping

The Evaluation
Measuring the success
Evaluation

Methods

At least 2,500 visits in three events

Output

At least 1,500 total new likes one FB after 6

month
At least 400 T.P interact on FB with in 6 months

Likability + Direct
responses count +
viewers

At least 1,500 views on three clips on Youtube

after 6 month

Outcome

To acknowledge 70% of T.P about 5 Gio Sang and

its values after 6 months

Recognition test

To gain the advocacy to 5 Gio Sang from 20% of

secondary T.P after 6 months

Persuasion test

To encourage mutual understanding between

children of different backgrounds among 60% of
T.P

Survey

for your attention