This document outlines an IMC plan for a PSA campaign called "Finding Breath" aimed at raising awareness of the impacts of COVID-19. The plan includes a situation analysis, key strategic decisions around objectives and target audience, a creative brief, and a media strategy focused on social media platforms. The goal is to increase engagement metrics and views of the PSA across Facebook and TikTok over a 7 day campaign period to help motivate and encourage young people dealing with post-COVID challenges.
This document outlines an IMC plan for a PSA campaign called "Finding Breath" aimed at raising awareness of the impacts of COVID-19. The plan includes a situation analysis, key strategic decisions around objectives and target audience, a creative brief, and a media strategy focused on social media platforms. The goal is to increase engagement metrics and views of the PSA across Facebook and TikTok over a 7 day campaign period to help motivate and encourage young people dealing with post-COVID challenges.
This document outlines an IMC plan for a PSA campaign called "Finding Breath" aimed at raising awareness of the impacts of COVID-19. The plan includes a situation analysis, key strategic decisions around objectives and target audience, a creative brief, and a media strategy focused on social media platforms. The goal is to increase engagement metrics and views of the PSA across Facebook and TikTok over a 7 day campaign period to help motivate and encourage young people dealing with post-COVID challenges.
This document outlines an IMC plan for a PSA campaign called "Finding Breath" aimed at raising awareness of the impacts of COVID-19. The plan includes a situation analysis, key strategic decisions around objectives and target audience, a creative brief, and a media strategy focused on social media platforms. The goal is to increase engagement metrics and views of the PSA across Facebook and TikTok over a 7 day campaign period to help motivate and encourage young people dealing with post-COVID challenges.
IMC Plan Finding Breath IMC Plan Finding Breath IMC Plan 1.2 SWOT Analysis S W O T Strengths Weaknesses Opportunities Threats Meaningful message The character The audience's interest Many competitors in
The character mentioned in the PSA in the issues of covid-19 the competition mentioned in the PSA does not fit the most Products can be viewed Compete with a large
represented for a of community on a variety of media: number of mass
young age psychology. phones, laptops, and media products on
Released on a The key message tablets,... allowing easy social networks reputable fanpage. and CTA in PSA is sharing with anyone Misunderstand about
Team members have
not strong Participating in the key message experience in Failing to make an contest won a lot of
producing media emotional impression attention from students, products on viewers easy to spread because
Production team it brings a message to lacks of marketing the community.
IMC Plan experience The demand for hearing and seeing is increasing.
Finding Breath IMC Plan
2. KEY STRATEGIC
Finding Breath DECISION 2.1 Marketing objectives Specific Increase fan page likes by 25% by the end of the campaign, PSA achieved 5.000 views on Facebook, and Tiktok.
Measurable Through the metrics displayed on Facebook to measure (the number of interactions increased by 20% after 1 day).
IMC Plan Finding Breath Actionable Compared to the first day, the number of comments and shares with hashtags increased by 30%
Revelant Achieving the set KPIs gives us the opportunity to become one of the effective PSAs, increasing awareness, thereby getting more sponsors to expand the project as well as bringing more value to TA .
Time-bound Campaign and marketing within 7 days from 21/05/22 to 27/05/22.
IMC Plan 2.2. COMMUNICATION Our project hopes to gain an increase in
awareness of the audience
OBJECTIVES
NATURE OF THE MESSAGE TO BE SPECIFIC COMMUNICATION EFFECTS
COMMUNICATED TO BE ACHIEVED
Audience’s sympathy and love for PSA
Increase awareness of how covid has
through interactions and shares on
affected people's health and abilities,
social media platforms.
especially for young people who are
Develop community connections
pursuing their passion, who are easily
through posts on social media to build
hindered by post-covid 19. a positive reputation. Motivate and encourage young people after Covid-19 to be ready to face and follow their passions. Finding Breath 2.3 POSITIONING
This is a community-oriented product in the "New Normal"
period of the country. The product was created with the
desire to help people be aware of the impact of the Covid
19 on health, but still bring a positive perspective on life
after the pandemic. Thereby giving more motivation and
helping people empathize and understand each other
better, to join hands to build a new phase for the country to
recover from Covid 19.
IMC Plan Finding Breath The target audience for the campaign is young people between the ages 16 and 24. They live in the big cities and developed areas. These are trend- catching, following social networks and easily influenced by celebrities, and do not have a clear opinion on social issues. These people or surrounding them are affected mentally and physically by the Covid-19 epidemic causing a feeling of depression and loss of motivation.
IMC Plan Finding Breath Based on the set goals and tasks, which is non-profit, the budget is determined to be suitable for the production team's ability to pay to be able to make PSA on a moderate scale.
2.5 CAMPAIGN BUDGET
IMC Plan 3. CREATIVE BRIEF
FINDING BREATH WITH TURNING RED
Finding Breath 4. CREATIVE STRATEGY 4.1 Creative idea
The goal of the project is to increase awareness of
the audience in the society after covid-19 the pandemic - the “new normal” life. The key message “Dream is breath, do not give up” will be used to better describe the importance of physical health, mental health, and our dream motivation. To attract audiences that have similar lifestyle attitudes at the same time and encourage them to overcome their difficulties across all different media platforms.
IMC Plan Finding Breath 4.2 DETAILED EXPLANATION 4.2.1 Digital Marketing
IMC Plan Finding Breath Facebook https://www.facebook.com/TVCreate/videos/50 6255634466736/
IMC Plan Finding Breath IMC Plan Tiktok Influencer Finding Breath 4.2.2 Direct marketing
QR Code Apple's Airdrop
IMC Plan Finding Breath 4.2.2 Advertisement Advertising
Results of our initial call: about 5,300
comments, 2,600 shares and 4,400 views. When running ads, we aim to get 6,000 comments, 3,500 shares and 10,000 views.
IMC Plan Finding Breath 5. MEDIA Social media:
STRATEGY 5.1 Justification of Media and Media Vehicles Selected
Social media is undoubtedly becoming one of the most influential and effective marketing media used in modern times. Following Adsota 2021, 72 million Vietnameses uses social media. There will be a strong presence of PSA on 2 main Social Media Platforms: Facebook, and Tiktok. Following Adsota 2021, 72 million Vietnameses uses social media. Forthis very reason,we aimsto have ahuge social mediapresence.
IMC Plan Finding Breath Online advertising
Online advertising can be
run online platforms like Facebook and Tiktok. These ads will attract the large amount of targeted audience and they will help us to measure the success or failure of our digital marketing campaigns in real- time.
IMC Plan Finding Breath IMC Plan Finding Breath IMC Plan 5.3 MEDIA PLAN Finding Breath Lai Phương Quỳnh 22007734 Đặng Ngọc Sinh 22008769 Đồng Hương Thạch Thảo 22007476 Trần Thanh Thảo 22014635
