COMM2789 A1 Saigon Group 4 BUI S3749132 Semester 3 2020 PDF

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Assignment 1:####### Group Creative Brief & Content CalendarCourse name: Digital Content CreationCourse code: COMMLocation of campus: SGS Sai GonTeam group 4Lecture Dr Nguyen Thi ThamTEAM MEMBERTeam Leader +Managing EditorBrand AvocateCustomer AdvocateCreative LeadAnalytics ExpertBui Kim LongSCa...

Description

Assignment 1: Group Creative Brief & Content Calendar

Course name:

Digital Content Creation

Course code:

COMM2789

Location of campus:

SGS Sai Gon

Team group

4

Lecture

Dr Nguyen Thi Tham

TEAM MEMBER Team Leader + Managing Editor Bui Kim Long S3749132

Brand Avocate Pham Ngoc Khanh Linh S3751326

Customer Advocate Cao Xuan Huy S3754860

Creative Lead Nguyen Thanh An S3749459

Analytics Expert Tran Thi Ngoc Thanh S3618908

I. CREATIVE BRIEF

Company Background PJ’s Coffee of New Orleans is a coffee shop retailer chain, founded by Phylis Jordan in 1978. The chain serves a big selection of iced, hot, f rozen coffee beverages. The brand offers beverages from the Arabica Beans from the top 1% speciality locations including Honduras, Ethiopia and so on (PJ’s Coffee, 2020). TRG International has brought PJ’s Coffee to the Vietnam market in 2016 through a franchising contract. Up until 2019, it has three stores in Vietnam since its opening (PJ’s Coffee Vietnam, 2020).

Industry Background In 2019, coffee shops and bars have had a 3% growth, especially speciality coffee shops such as PJ’s Coffee itself has seen a 7% growth (Euromonitor, 2020). With the rising disposable income and urbanization, the market for coffee chains has grown rapidly with the contribution from both domestic and international brands (Chi Mai, 2017). The main target customer is young urban consumers (Euromonitor, 2020). By understanding the consumer psychology of the younger targeted consumers, big coffee chains are more successful due to better marketing activities and better prices (Euromonitor, 2020). Consumers are also paying attention to environmental aspects; therefore, brands need to switch to using environmental-friendly materials and so on (Euromonitor, 2020).

SWOT Due to the reputation of TRG International, PJ’s Coffee has had a strong backing strength. The brand entered Vietnam later than chains such as The Coffee Bean & Tea Leaf and Starbucks as well as having a rather low brand recognition. The threat is the rising competition between the local and international brands who are in the market. Despite this, the potential for growth in the Vietnam market is still strong (Chi Mai, 2017).

Targeting The younger Vietnamese generations who live in the city are usually more prone to quality products and are more brand conscious (Euromonitor, 2018). The targeted consumer profile that PJ’s Coffee is focusing on is the office workers in the age range f rom 20-45. These consumers are educated and have a middle-high income that is willing to pay more than 2 dollars for a specialty coffee drink. On another perspective, PJ’s coffee is deliberately made for those who have appreciation for the real difference in the taste of different sources of coffee beans and different ways to brew a cup. Based on former opened store locations of PJ’s coffee in Vietnam that is scattered near the shopping mall (Vincom store) and busy residential areas (Sala store), the majority customers profile is the young generation that is into shopping and have a dynamic lifestyle. Furthermore, as Vietnam has approximately 58 million people who have access to mobile devices and social websites, 80% of this demographic are aged from 18-44, creating a big opportunity for PJ’s Coffee to promote their products (Global Digital, 2019).

Content Vision PJ’s coffee claimed that they always cared about their customer experience (Xuan 2019). PJ’s coffee wants to reflect their signature to the customers: the hospitality, the craftsmanship and neighbourliness. But our resource is limited and to maximize the effectiveness of the campaign, we decide to concentrate to the thing that can make PJ’s different with other competitors: the way of how PJ’s connect people together. Xuan 2019 said that they try to create an in-store atmosphere that brings you closer to people you love as well as enjoy a peaceful moment of your life. However, we want to take this statement into the whole new level: you can share your love to people who you care not only in-store but they can do it out of the store with PJ. In addition, people come to PJ’s coffee only to enjoy the good coffee but also they come to connect with other people.

Target Segmentation Geographics

Country City Population City Density

Demographics

Age Gender Job Income (Annually)

Behavioural

Generation Benefits sought

Rate of use

Status of user

Readines s Stages of buyer

Ps ychographic

Target Segment: •The coffee connoiss eur who truly appreciate the aroma and flavour of good coffee •Busy workers lack time to reconnect with friends and the beloved ones after Covid-19 Vietnam Ho Chi Minh City 8,993 Million Dense: 4.097 individuals per square kilometre (World Population Review, n.d) 20-45 Male, Female Workers, Students Middle to High income Generation X, millennials, Generation Z •Fresh and high-quality coffee •Different and unique coffee taste •Modern and cosy atmosphere for work, friend meetings •Good and fast customer services •Daily •Often •Sometimes •Regular •Potential •First-time purchase •Awareness •Knowledge •Preference •Purchase

Lifestyle

•Willing to spend on better quality drinks •Active and dynamic lifestyle •Busy with studies and work projects •Lack of leisure time spent alone to relax or with friends •Trendy

Personality

•Coffeeholic •Creative •Active and outgoing •Alone and want to connect with other people •Middle to upper clas s

Social Class

BIG IDEA Big Idea: Make PJ’s coffee chain becomes a bridge to connecting people together Tagline: PJ thay lời bạn muốn nói gửi đến người bạn yêu thương PJ help you deliver what you want to say to someone you loved PJ’s coffee, nơi kết nối mọi người PJ’s coffee, a place to connect people Đến PJ’s mùa lễ tết, thêm gắn kết Come to PJ’s in Tet, more connect Evidence to provide this is a good idea: The effect of Covid-19 is impacted significantly to society. According to Kevin 2020, the social-distancing creates the loss of sense of community which cause many consequences for people. People become more distant with each other and PJ’s will bring them together. From people who want to transfer what they can’t tell the one they loved or people who just want to share with each other; PJ’s will help them all. The event settles at the time couldn’t be better: The Christmas and New Year Eve and the Lunar New Year event. Those events have the same characteristic that brings people closer and PJ’s will exploit that opportunity.

Brand Voice: Warmly Caring Deliverables: Types of content: Content as window Content as community Channel: SEO: Google, Bing,... Content Marketing Social Media Marketing Platforms: multichannel: Social Media: Facebook, Youtube, Instagram,... Delivery Apps: Nows, Beamin, Grab,... KOLs Mandatories: To create the consistency between the content of PJ’s campaign, the logo, phone number and their store address and tagline must exist in all contents. Message/ Call to Action: PJ: Place to connect, Join now

OBJECTIVES OBJECTIVES The campaign objective is to set PJ’s Coffee as an unique coffee brand with authentic coffee beans and a place to bring people closer together. To boost brand awareness of 70% of the target audience about PJ’s positioning from December 2020 to February 2021. The reason for this objective is PJ’s coffee has been arriving in the Vietnam coffee market for 4 years since 2016, but they failed at promoting the brand to the target consumer. KPI Raise customer’s engagement with the company’s social media activities by 25% per month Grow 20% of Fanpage likes and follows on PJ’s Coffee Vietnam Facebook every month Obtain 30% of followers on PJ’s Coffee Instagram every week METRICS Post interactions Views on each video Profile visits Paid search and Organic search Click through rate Bounce rate Traffic sources Facebook Metrics Target 30-50 likes, 20-40 shares for weekly contents. Brand advertising videos reach at least 5000 views and over 400 likes. Normal videos have at least 300-350 views and 40 likes. Increase Fanpage likes from 4702 to 5500 likes after running the campaign for the first month. Engagement rate is above 1% (Aamplify 2020). CTR is from 2-5% per post (Albright, D 2020). Conversion rate above 5.6% is good enough for a coffee shop running a campaign (Bond, C 2020) Virality rate is about 2.5% (Protalinski, E 2012) Instagram Metrics Annual posts get over 30 likes each Having more than 10 check-in activities per week Brand hashtag increases 10% per month Followers increase from 192 to 250 after running campaign a week Have 500 profile visit after 7 days Engagement rate stays between 1% to 3% (FYI 2019) Youtube Metrics Reach 500-600 views per video Have at least 200 subscribers after a week running campaign Website Number of visitors is above 30 per month Bounce rate is between 26% to 40% (Schneider, D 2020)

II. Editorial Content Calendar

KEY: News Image and Text Video Story

1st December 2020

Tips and Trick Blog Post Event announcement Product announcement User - Generated Content Other

TUESDAY (1/12)

WEDNESDAY (2/1 2)

Seasonal Product Launching: "Hot chocolate"

SUNDAY (6/12 )

MONDAY (7/12)

User - Generated Content: G uess the KOLs

SUNDAY (13/1 2)

MONDAY (14/12 )

User - Generated Content: a graphic which is releash result first KOL

SUNDAY (20/1 2)

SUNDAY (27/1 2)

TUESDAY (15/1 2)

WEDNESDAY (16/ 12)

TUESDAY (22/1 2)

WEDNESDAY (23/ 12)

TUESDAY (29/1 2)

Blog Post: a couple that have conneted by using PJ's product

SATURDAY (5/12)

THURSDAY (10/12 )

KOL's Gr aphic Design

FRIDAY (11/12)

SATURDAY (12/12)

Product Promote: Collab with digital diliver y such E vent Announcement: post a mini game related to as Grab, Now, Foody .. . Chrirstmas

FRIDAY (18/12)

Event Announcement: post result and people who are winning mini event

SATURDAY (19/12 )

User - Generated Content: Create a poll if they ar e "Excited " or "Super Excited" for t he coming up event

Event Announcement: post a graphic about topic 7 V ideo Story: Trailer for the Xmas even Days left to the main event

FRIDAY (25/12) THURSDAY (24/ 12) Event Announcement: When a sigle customer c oming to PJ and order a "Hot Chocolate" it mean they want a par tner to sharing their feeling as well a s their thinking so PJ will random match News: Picture of Tr an Thanh, Hariwon, Binz, Ninh c ustomers who are order "Hot Chocolate" with Duong Lan Ngoc are joined PJ's offline event e ach other and after t hat they can get to know e ach other. At the end of the event , customers w ho a re become a couple will take a photo then after that they will recive a coupon for the next date.

SATURDAY (26/12)

I mage and Text: post a picture and a status with all of the KOLs has joinning offline event

THURSDAY ( 31/12)

WEDNESDAY (30/ 12)

Video Story: video re-cap event

FRIDAY (4/12)

News: PJ has new event as well as new product B log Post: a blog that talk about the traditional d rink in Chr istmas eve in other count ries (Kenh14, Zing)

THURSDAY (17/1 2)

KOL Collabration: Tran Thanh and Hariwon post a News: Tran Thanh and Har iwon is joining PJ's Tips and Trick: how to make a perfect coffee with status talk about "the INGREDIENT and the offline Event (Hóng H ớt Showbiz, Tran Thanh and PJ's coffee bean FLAVOUR". Also have a picture they are enjoy PJ Hariwon fanpage, Kenh14, Zing.vn) as well as introduce the PJ's Christmas event

MONDAY (28/12 )

User - Generated Content: Sharing customer's post and photo about the event

KOL Collabration: Binz post a status talk about "the INGREDIENT and the FLAVOUR". Also News: Binz is joining PJ's offline Event (Hóng Hớt have a picture he is enjoy PJ as well as introduce Showbiz, Binz fanpage, Kenh14, Zing. vn) the PJ's Christmas event

KOL Collabration: Ninh Duong Lan Ngoc post a News: Ninh Duong Lan Ngoc is joining PJ's offline status talk about "the INGREDIENT and the Tips and Trick: get to know the PJ's coffee bean Event (Hóng Hớt Showbiz, Ninh Duong Lan Ngoc FLAVOUR". Also have a picture she is enjoy PJ as quality fanpage, Kenh14, Zing.vn) well as introduce the PJ's Christmas event MONDAY (21/12 )

User - Generated Content: a graphic which is releash result second KOL

WEDNESDAY (9/12)

TUESDAY (8/12)

Tips and Trick: how to identify a good coffee bean?

THURSDAY (3/12 )

New Event Lauching: Take a photo in PJ and upload on social media after that can have a 10% discount for the new product

Image and Text: A cup of Hot Caramel creme for these last days of the year

Inforgaphic: Count down for New Year 2021

KEY: News Image and Text Video Story Tips and Trick

1st January 2021

Blog Post Event announcement Product announcement User - Generated Content Other

SUNDAY (3/1)

SATURDAY (2/1)

FRIDAY (1/1)

Video Story: Example of sharing love moment between to worker s, which is preparing for mini game in 6 January 2021

Inforgaphic: Change facebook, website layout into New Y ear theme

SUNDAY (3/1) MONDAY (4/1) TUESDAY (5/1) WEDNESDAY (6/1) THURSDAY (7/ 1) Mini Game: "How's your day with PJ?" _ sharing News: The whole view of the farm, where PJ your photo with PJ drink, and hastag Image and Text: A PJ's cold brew iced coffee f or a Tips and Trick: How to make an Iced Mocha with Product announcement: Introduce mini br ownie for source these lovely Coffee bean (Zing news, Kenh #mydaywithPJ. The 3 winner s, who get the highest Relaxing break, why not? free t oday PJ 14) like, share and comment, will get free trips of vinpearl Nha Trang for 3 days SUNDAY (10/1)

Product announcement: Introduce mini br ownie for free t oday

SUNDAY (17/1)

Product announcement: Introduce mini f ruit tart for free t oday

SUNDAY (24/1) Image and Text: Is Iced Mocha suitable for friend time?

MONDAY (11/1)

Image and Text: Starting New Week With Energy From Pj Coffee!

MONDAY (18/1)

User - Generated Content: Stor y of sharing how does PJ's baristan produce a cup of coff ee?

MONDAY (25/1)

Blog Post: True Barista look like!

TUESDAY (12/1)

Blog Post: How does PJ bring the coffee bean from farm to end consumers?

T UESDAY (19/12)

Blog Post: PJ with heart! partner with heartgift to help a child

T UESDAY (26/12) Product announcement: Introduce mini br ownie for free t oday

WEDNESDAY ( 13/1)

THURSDAY (14/ 1)

User - Generated Content: Create a poll "Who will P roduct announcement: I ntroduce Mini croissant for you enjoy coffee with?" tag fr iends, or lover, or free t oday family to get discount vouchers

WEDNESDAY (20/1)

Product announcement: Introduce Mini cookie for free today

WEDNESDAY (27/1) KOL Collabration: Philip Nguyen choose PJ's coffee w henever he has a meeting with his team

T HURSDAY ( 21/1)

User - Generated Content: Create a poll "Are you a tea or coffee lover?"

THURSDAY (28/ 12) Image and Text: Repost Phillip Nguyen story in facebook

FRIDAY (8/1) Tips and Trick: What is the difference between cold brew and regular coff ee?

SATURDAY (9/ 1) User - Generated Content: Create a poll: Y ou prefer I ced Mocha or Hot caramel creme and Announce that those are being discounted 50% today

FRIDAY (15/1)

KOL Collabration: Chau Bui will share her busy worktime with PJ coffee

FRIDAY (22/ 1)

Image and Text; A cup of cold brew for deadline day!

FRIDAY (29/1) User - Generated Content: sharing your happy moment with stt "I purple you" to get voucher buy 1 get 1 of signat ure cold brew menu

SATURDAY (16/1)

Mini Game: Announcing Minigame "How 's your day with PJ?""

SATURDAY (23/1)

KOL Collabration: Binz will share his photo with 2 cup of PJ's coffee and say that he are waiting to enjoy coffee t ime with his favourite aft er work.

SATURDAY (30/1) Event announcement: Preparing Tet holiday with PJ's

KEY: News Image and Text Video Story

1st Febuary 2021

Tips and Trick Blog Post Event announcement Product announcement User - Generated Content Other

SUNDAY (31/1)

MONDAY (1/2)

TUESDAY (2/2)

Image and Text: Reminder people about the Image and Text: Announcement about Tet's holiday nostalgic memory of tradditional Tet's holiday, the is coming meaning of this day: Reunion

WEDNESDAY (3/2) Product announcement: To celebrate t he incoming Tet's holiday, PJ's w ill prepare the seasonal drink: Egg Coffee

THURSDAY (4/ 2)

Blog Post: The History of Egg Coffee

SUNDAY (7/2)

MONDAY (8/2)

TUESDAY (9/2)

WEDNESDAY (10/2)

THURSDAY (11/ 2)

Event announcement: Enjoy Tet holiday with PJ's

Others: KOLs ( Sean Trace and Phuong Vy Idol family, Mixigaming) and Influencers (Friends of Mixigaming) announce their collabration with PJ's

News: Zing New s, Kenh 14 and other articles will promote this campaign

Others: KOLs w ill interact with PJ's products in their social media

Short Video Story of PJ's coffee w ith their KOLs and Influencer s

SUNDAY (13/2)

MONDAY (14/2)

SUNDAY (20/2)

MONDAY (21/2)

WEDNESDAY (16/2)

T UESDAY (22/2)

WEDNESDAY (23/2)

KOLs and Influencers produce more contents to News: Articles from VTV, Nhan dan or Vnexpress Image and Text: Asking people about how are t hei r remind that the Reunion Event of PJ's is end soon holiday going on? talk about the end of Tet's holiday Product announcement: Last chance to t ry Egg Coffee

s

SUNDAY (27/2)

MONDAY (28/2)

Image and Text: Thank you for your moment with PJ's Coffee

Video Story: Video Recap Event

FRIDAY (12/2) Product announcement: Launch Egg Cafe (The special seasonal drink) Event announcement: Reunion with us at PJ's

T UESDAY (15/2)

THURSDAY (17/ 2)

Image and Text: A post about prepare f or New Blog Post: How PJ's and people in there welcome Event announcement: Sharing moment with PJ's to Others: Promotions and vouchers to encourage Video Story: Congratulations about the New Lunar Lunar Year's Eve moments: Do you have anyone t o Tet holiday together people come to PJ's enjoy the new product and Year and have a wish to everyone who follow with earn unique rew ards: Capture image or video with share? If not, come to PJ's. We will do that PJ's Other: Promotion: Lixi for people who come to PJ's event PJ's drinks together this week

Product announcement: Promotion for group of people or family who come to PJ's Coffee

FRIDAY (5/2)

Tips and Trick: How to make Egg Coffee w ith PJ's

THURSDAY (24/ 2) User - Generated Content: End of the event sharing w ith PJ's Coffee

FRIDAY (18/2) Image and Text: How people around Vietnam welcome Tet; and there is a...