[asus expo 2012] communication proposal - nguyen thi ka ly

7/29/2019 [ASUS Expo 2012] Communication Proposal - Nguyen Thi Ka Ly

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The communication proposal

for 2012 Asus Expo


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OBJECTIVE

Attract more people to participate in2012 ASUS EXPO (AE)


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TARGET

Our target audience for this communicationcampaign

1st year students (both economic and technical students)

Senior students (both economic and technical students)

Anyone who are interested in high-

technology (from 19 35 years old)


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TARGET

Goal: 12000 participants in total for both HoChi Minh region and Ha Noi region


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TARGET

Goal break down

Target customer Ho Chi Minh region Ha Noi region

1st year students 1000 1000

Senior students

5000 5000People love high

technology (25

35)


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STRATEGY

Campaign: 3 Phrases

Phrase 1 ( 15 20): Arouse curiosity

Phrase 2 ( 21 29): Spreading information

Phrase 3 (after event6th Oct): Long-lasting connection


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1. Arouse Curiosity

Make and post a serial of teaser clips, including 4

teaser clips

1st clip: arouse curiosity by informing about a serial of

amazing teasers ahead of ASUS

2

nd

clip: mention briefly through some most typicaltraditional products of ASUS in last year EXPO. However, do not

mention anything about ASUS EXPO 2012

3rd clip: highlight new products in this EXPO without any

information related to EXPO 2012

4th clip: final teaser that promote for EXPO 2012 with

outstanding activities


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2. Spreading information

Promotion channels: online channels

ASUS fan page

ASUS website

EmailUniversities online forums

Website for the one who is interested in

technology, especially high-tech products


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Channel Target customers Note

ASUS fan page - Seniors

- People love high-tech

- Teaser clips and poster will be

posted here- Information about contest after

event

ASUS Website - Seniors

- People love high-

tech

- Teaser clips and poster will be

posted here

- Should be designed to makevisitor watch teaser clips first by

let the clip only stay in the first

part of the page. Visitors have to

watch it before moving to

another parts

Email: directemail

- Anyone who knowASUS before

- Utilize customer database- Content of direct email is similar

to posts in forums basically


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Channel Target customers Note

Universities

online forums

- 1st year student

(they have just

enter the university=> often log in

forums to know

more about the

new environment)

- Seniors

- An short article including

information of 2011 AE, 2012 AE,

poster and 4th teaser clip- Target universities: University of

Technology, Foreign Trade

University, University of banking,

FPT, University of Law and

Economy

Some other

websites

- Seniors

- People love high-

tech

- An article including information of

2011 AE, 2012 AE and 4th teaser

clip

- An advertising panel is put in these

website. There are links that

connect to ASUS fan page andpage of 2012 AE

- Target websites: zing.vn, genk.vn,

vn-zoom.vn, tinhte.vn, 24h.com.vn


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3. Long-lasting connection

Post event contest

Encourage participants who did joined 2012 ASUS Expo towrite about some most impressive moments/feeling about

the events, post it on ASUS Facebook, prefer using photo,

clips or any other tools

Estimate time: 3 weeks after eventsScale: 300 for both regions

Prizes:

1st Prize: an ASUS Laptop ( 18.000.000 ~ 22.000.000)

2nd Prize (this prize is chosen by readers by number of Like onFacebook. The participants have to post their work on ASUS fan page. The

voters also have to like ASUS fan page before they vote) : an ASUS balo

and a discount voucher 10% (for laptop not over 25.000.000)


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TIMELINE AND BUDGET

Please read the attach file for moreinformation about timeline and budget


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Thank You

[asus expo 2012] communication proposal - nguyen thi ka ly

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