MASTERKEY

PR Plan Proposal

LLAMA AGENCY

My Nguyen
Art Director

Diep Do
Strategy Planner

Khoa Bui
Account Executive

An Nguyen
Social media Planner

Dao Kinh
Creative Director

AGENDA
Statement of need
Target Audience
Objectives
Big Idea, Key Message
PR tactics
Timeline
Evaluation
Budget

Statement of need

SURVEY

80%
10%
75%

students assume that they have soft skills, but

they are not confident in utilizing them

students take part in soft skills course

of them feel the need to enhance soft skills

THE REALITY FACTS:

 Lacking of confidence
because of the traditional
education.

Insight

Do not know how to

optimize their skills No guidance
Always seek for
self-improvement,
especially their soft
skills

STATEMENT OF NEED

Raise Awareness
towards utilizing
soft skills

Raise Awareness
towards MasterKey

Change behaviors
towards utilizing soft
skills

TARGET AUDIENCE

Heavy social media users

They are 18 22 years old, living and studying in HCMC

They are young, dynamic and ambitious with their future life

KEY MESSAGE
Masterkey is a useful course for university students. It
helps them to utilize soft skills so that they can practice
them effectively in their real life.

BIG IDEA
Soft skills are what
differentiate you among
competitors

SLOGAN

K NNG MM, CNG MM CNG KHC

OBJECTIVE

COMMUNICATION

ACTION

ATTITUDE

COMMUNICATION
OBJECTIVES
Earn 80% awareness of the target public through the campaign by the
number of likes and views on Website, Youtube and Facebook after
2 months running the campaign

Raise 80% awareness of T.A about importance of soft skills and

Masterkey course after 2 months running the campaign
Earn 60% of T.A to understand key message of the campaign after 2
months running the campaign

ACTION OBJECTIVES

Recruit 1300 university students join the course after 2 months

launching the campaign.

Get at least 2000 Likes/ 500 Shares on Masterkey Facebook Fanpage

after 2 months running the campaign

Get 100 students to attend offline events at chosen universities

ATTITUDE OBJECTIVE

Get 75% of target public feels

positive about the course and
they are urgent to attend the
course to know how to
maximize their skills after 2
months running the
campaign

STRATEGIC PLANNING

RAISE AWARENESS

ENGAGEMENT

ACTION

PR TACTICS
TVC

Facebook

Direct Marketing

Website

Offline Events

Media Kits

TVC

Big Idea: STAND OUT FROM THE CROWD

MOOD BOARD FOR TVC

DIRECT
MARKETING
BOOTH AT UNIVERSITY

OFFLINE
EVENTS
MASTERKEY DAY
TIME: 12/9/2016 - 17/10/2016
6 NATIONAL UNIVERSITIES
DURATION: 2 HOURS

Ms Ton Nu Thi Ninh

Working in Diplomatic field for more than 20 years
Hold a lot of important position in Vietnamese government

Ms Nguyen Phuong Anh

Vietnam Google Marketing Director
Used to be in many different occasions
Used to be CEO of Zalora Vietnam

Ms Ngo Thuy Ngoc Tu

Founder of Yola
30 under 30 Forbes
The first Vietnamese student at Stanford
Used to be failed many times before success

Mr Vu Minh Tri
Ceo of Microsoft Vietnam
Used to be CEO of Sony Ericsson, Qualcomm
Important role in success of Yahoo Vietnam

Professor Ngo Bao Chau

The first Vietnamese got Fields Awards
The youngest professor of Vietnam (2005/ 33 years old)
A lot of gold Olympic medals

Mr Nguyen Hoang Khac Hieu

Master of Psychology, lecture at HCMC Pedagogical
University
Handsome, role model of many Vietnamese students
Useful and interesting lecture

ACTIVITIES FOR OFFLINE EVENTS

Introduction about the

UNESCO-CEP and GLORY

Information booth for students

and Masterkey

Ambassador shares stories

Interviewing students after the

events

Rap performance and Flashmob

Young people

Professional people

Rap performance and Flashmob

RAP SONG TITLE

MM IS THE NEW CNG

Record and post on

Facebook

FACEBOOK CONTENT STRATEGY

FACEBOOK
-

Reach 2000 likes on FB

500 shares

Always on Content

Socratic Methods

Inspiring Quotes
Soft Skills

Tactical Content

Lip Sync minigame followed by the rap

Posts revolve around big day in universities

Peak Content

Photo Booth at the university

Events at university

WEBSITE
Fundamental Information
- Course
- Socrates Method
- Upcoming Events
- Test yourself

MEDIA KITS
Angle:

Stories about the success of

Masterkey Ambassadors

How famous ambassadors changed

chosen university students mindset
towards soft skills at the MasterKey
event.

Useful advices of ambassadors at the

MasterKey event.

The enthusiasm of participants in the

MasterKey event (including pictures
and interview)

TIMELINE

BUDGET

Budget the scarier breakdown

EVALUATION

Lets review some KPIs

Phase 1: Get engaging (The first month)

- 300 likes on FB
- 55% of people using hashtag,
or talk about the course

- 80 LIKES per
post
- 20 shares per
article posting

Lets review some KPIs

- Increase 600
target audience
Phase 2: Impact (2 month)
joins the course
- Reach 2000 likes
- 200 students
attend the event - 90% keep in
- 1200 likes on Facebook
at each university
touch
- 1200 views on ad and the
- Recruit 900
- 80% of positive
rap song (per category)
participations
response about
- 80% of people engage with
the event
the fb activities

THANK YOU!