young marketers 3 - semifinal - flaw-some
DESCRIPTION
About Young Marketers là một sân chơi mang tính trải nghiệm & định hướng cho những marketer tài năng của Việt Nam trong tương lai. Mission Young Marketers - Empower the next marketing generations Description Dự án Young Marketers là 1 sáng kiến và được thực hiện bởi công ty REDDER Advertising, và được cố vấn bởi các tên tuổi hàng đầu lĩnh vực marketing & advertising tại Việt Nam. Young Marketers đến 2013 bao gồm 2 hoạt động chính là Young Marketers Contest & Young Marketers Elite Development Program nhằm mục đích định hướng, tìm kiếm và phát triển thế hệ marketing tiếp theo của Việt Nam.TRANSCRIPT
FLAW-SOME
Content
Context Overview about Shichida
Objective Segmentation
Consumer truth Brand Role
Customer Insight Approaching
Big idea Deployment plan
KPI Cost
LEARNING CHILDREN BEFORE
EDUCATING CHILDREN
73,9% punished with violence
475 suicided 114 died each year
CONTEXT
1978, established by Makoto Shichida 500 institutes over 25 nations
Basis: positively stimulate development of the brain
23/11/2013, entered into Vietnam
OVERVIEW ABOUT SHICHIDA
OBJECTIVES
In 3 months, rate of abused children drops from 73,8% to
68,8% Parents change educating
methods
In three months, achieve 16 billion
50% parents knows about the brand
30% parents asks about the courses
7-10% parents signs in the courses
OBJECTIVES
The first course for parents Guideline: every child deserves to be educated suitable with their ability No overusing violence Content: tesDng, overview and pracDce
“KHÓA HỌC KHÔNG NƯỚC MẮT”
3-‐12 tuổi
BC+ 6 tỉnh thành phố
SEGMENTATION
TradiDonal
Modern
Income
51,3% 13,1%
4,5% 13,5%
CommunicaDon target profiling:
-‐ Mom and Dad -‐ -‐Age: 30-‐40 -‐ Income: B -‐ 6 major ciDes -‐ Behavior: Use both
tradiDonal and modern methods
-‐ AVtude: want non-‐violence educaDng environment
-‐ Using internet, social network
SEGMENTATION
transiDon
tradiDonal
84,1 84,6 78,1 78,7
Studying Physiological Health ProtecDng from being abused
Aspects parents are concerned about
58,3% children is punished when they make mistakes
DATA
ExpectaDon
Mistake Same mistake Same mistake
Educate Educate (less paDent, disappointed)
Helpless, disappointed
Use violence
CONSUMER TRUTH
Same mistake
Not differenDate between right and wrong yet (although they have been taught before)
Desire to explore the world
Parents need to be paDent to guide and lead their children
precisely
Parents need to understand children, change their minds, behavior to educate children
effecDvely
Why
Why
Why is that important?
Why is that important?
Glenn Doman senses and neurological development
Froebel Playing is the highest expression
Montessori A carefully prepared environment
FuncDonal benefit: Children developing in a non-‐violence educaDng environment
EmoDonal benefit: Parents feel relived
Understanding and mental method
Skills and framework
BRAND ROLE
CUSTOMER INSIGHT
” Parents always put
anticipations on their children but they couldn’t
understand them well. This results in losing
hope and temper when kids do something
wrong. Therefore, they need a non-violence educating method to
educate their children themselves to meet the
expectations.
DRIVER Using non-violence
educating method to assure their children
will meet the expectations
BARRIER Lacking awareness of
the importance of understanding in
educating children
APPROACHING
AWARENESS EXPERIENCE AMPLIFY
Parents need to understand
children before educating them
Trial course to experience how method works
Attract other people
LEARNING CHILDREN BEFORE
EDUCATING CHILDREN
“Only by understanding and learning from your children
can you educate them”
Only Shichida offer the benefit
Attract other parents
Viral clip Trial Course Photos and stories shared on Fanpage
Hotline, fan page, website,
influencers, PR Articles, manual
Standees, banners, leaflets, forum, banner ads, fan page, website
Influencers, PR Articles, website
“Have you ever thought that you didn’t understand deeply, truly your
children?”
“Only Shichida own this value”
“We changed. How about you?”
PHASING
OBJECTIVE
KEY MESSAGE
KEY HOOK
TACTICS
Trigger 01/03-22/03/2015
Experience 23/03-10/05/2015
Amplify 11/05-31/05/2015
Parents realize that they need to
understand to teach their children
DEPLOYMENT PLAN
VIRAL CLIP
TRIAL COURSE
Timeline 4 courses in Ho Chi Minh, Ha Noi
2 courses in Da Nang 1 course in Hue, Hai Phong, Can Tho
Content General test
Overview about the course Some advices from experts
Grouping
Discounts
Experts from Shichida
Amplify Photos and stories shared on Facebook, Website
OBJECTIVES KPI
In 3 months, rate of abused children drops from 73,8% to
68,8% Parents change educating
methods
Market research company
In three months, achieve 16 billion Sales
50% parents knows about the brand
30% parents asks about the courses
7-10% parents signs in the courses
Number of articles velocity of spread
Viewers, subscribers Number of activities, courses
Number of participants
Trigger 1,5 BILLION
Experience 3 BILLION
Amplify 0,5 BILLION PHASING
KEY HOOK
TACTICS
Viral clip: 800 million
Trial Course: 2 billion
Photos and stories shared on Fanpage:
300 million
Manual: 200 million Hotline: 100 million Fan page, website, influencers, PR
ArDcles: 400 million
Standees, banners, leaflets: 500 million Forum, banner ads, fan page, website:
500 million
Influencers, PR ArDcles, website:
200 million
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