ELITE 5 CHALLENGE

TARGET CUSTOMER 1Age

Engage

ment

35 – 654%

25 – 3410%

18 – 2486%

According to Young Marketers’ Analysis

Segmentation is based on 2 elements: Age & YM

Engagement.

We choose: 18 – 24 with nearly 29,930 people.

They are:

- Male & female

- Living in HCMC

- Students or fresh graduates

- BC+

- Active on YM fanpage and YM activities

- Potential and passionate about Marketing

- Fresh in Marketing

UNDERSTANDING CUSTOMEROBSERVATION

I join Young Marketers’

activities

I want to learn and have

more Marketing knowledge

I want to have a better start

in my Marketing career

INSIGHT“I want to have a better start in my Marketing career.

Joining Young Marketers’ activities lets me learn practical & applicable Marketing

knowledge from the top Marketers to ensure my future career.”

YM CAMP:

FROM ZERO to HEROCOMMUNICATION IDEA: 24 intensive hours of Marketing World

CONCEPT:- A stimulation of a real Marketing world: Training, real case

practice, pitching,… to give the audience the picture of how the real Marketing world operates.

- Trained and facilitated by Eliters 1

PURPOSE:- Empower/ignite the next Marketing generation => Prepare

for the return of YM4- Deliver practical trainings to ensure campers’

development after the camp- Sell at least 50 T-shirts (included in price to join the camp)

STRATEGY & IDEA 2

BIG IDEA

Create a connection between target customers and YM by engaging and letting our T-shirtbecome a souvenir, a thing to remember, a milestone in their Marketing career!

We sell the event, not the T-shirts themselves.

STRATEGY

TRIGGER EXPERIENCE AMPLIFY

MESSAGE

KEY HOOK

TACTICS

Raise awareness about the camp &receive registration

Empower MKT lovers & help othersrealize Marketing is not for themOBJECTIVE Spread the testimonials

Marketing as a whole in 24 hours Marketing is not an easy game

Facebook YM CAMP Testimonials

Social media, PR, influencers Social media, venue partner Social media

28/11 – 13/12 20/12 21/12 – 23/12

0 VND 2.5 million VNDBUDGET 0 VND

DEPLOYMENT PLAN & BUDGET 3

How YM Camp changes me!

BUDGET

SCENARIOSACTIVITIES TYPE FIXED COST PRICE Quantity PROFIT TYPE PRICE Quantity PROFIT TYPE PRICE Quantity PROFIT

WORST SCENARIOS: 50 PARTICIPANTS | CAMP FEE: 299k - 325k - 350k

T-shirts

4-person

package:

299k/each

110,000 200,000 20 1,800,000

2-person

package:

325k/each

200,000 20 1,800,000

1-person

package:

350k/each

200,000 20 1,800,000

Joining fee 50,000 99,000 20 980,000 125,000 20 1,500,000 150,000 20 2,000,000

Marketing/materials 1,000,000

HR 1,500,000

TOTAL 7,380,000

BEST SCENARIOS: 100 PARTICIPANTS | CAMP FEE: 299k - 325k - 350k

T-shirts

4-person

package:

299k/each

110,000 200,000 20 1,800,000

2-person

package:

325k/each

200,000 30 2,700,000

1-person

package:

350k/each

200,000 30 2,700,000

Joining fee 50,000 99,000 20 980,000 125,000 30 2,250,000 150,000 30 3,000,000

Marketing/materials 1,000,000

HR 1,500,000

TOTAL 10,930,000

SUMMARY REPORT (07/12/2014) 4

REVIEW

STRENGTHS:- Strong message

- Deliver packages, easier for audience

to get information and boost sales

- Single-minded execution | clear

timeline, easier for audience to get

the image of the camp

- Aligned with brand mission & vision

WEAKNESSES:- Communication goes against YM’s

vision (YM is not something superior)

- Oversell

- Not strong and detailed content

- Limited ways of communication

- Segmentation was not clear enough

to easily reach our target customers.

ENGAGEMENTPUBLISHED

DATE Likes Share Comment (1) OTHER ENAGEMENT(s)

TOTAL (Total posts: Over 20 posts in Groups and in private

account 978 51 44 Bit.ly link

INDIVIDUAL IN EACH POST

https://www.facebook.com/youngmarketersvn/photos/

a.145422148998615.1073741829.144547485752748/30923

0502617778/?type=1&theater

30/11/2014

545 46 28 Number of clicks on Note: 227

https://www.facebook.com/youngmarketersvn/photos/

a.145422148998615.1073741829.144547485752748/31058

3565815805/?type=1&theater

03/12/2014

420 3 13 Number of clicks on Registration: 630

https://www.facebook.com/notes/hi%E1%BA%BFu-

h%C3%B4x%C3%AA/young-marketers-camp-from-zero-

to-hero/753772918025648?pnref=story

02/12/2014

13 2 3 Number of clicks on Package: 103

NUMBER OF ORDERS UNIT: a T-shirt

Numbers of orders till today (07/12/2014) 30

KPI in total campaign 60

BUDGET Currency: VND

Expenses until today (07/12/2014) -

Budget 2,500,000

The number of potential customers will exceed the

KPI because:

- The deadline for registration will be 13/12/2014

- Promotion: the ZERO fever

- Number of calls/messages received is high

REVIEW & RECOMMENDATION 5

REVIEW

STRENGTHS:- Strong message

- Deliver packages, easier for audience

to get information and boost sales

- Single-minded execution | clear

timeline, easier for audience to get

the image of the camp

- Aligned with brand mission & vision

WEAKNESSES:- Communication goes against YM’s

vision (YM is not something superior)

- Oversell

- Not strong and detailed content

- Limited ways of communication

- Segmentation was not clear enough

to easily reach our target customers.

RECOMMENDATION

- Marketing is a journey -> There should be more follow-up activities after YM Camp

- Should define content before communicating

- Create diverse content from diverse angels

- Clearer segmentation is needed

- Camp’s content should be able to speak for the big idea: FROM ZERO to HERO

KEY LEARNINGs

- Always prepare CONTENT before COMMUNICATION

- Sharply define target customers -> easier to reach

- Should understand BRAND better & deeper

PHAN TRUNG HIEUTHANK YOU