CONTENT TABLE
BRAND PLAN RECAP
IMC STRATEGIC PLAN
IMC DEPLOYMENT PLAN
ECOSYSTEM & BUDGET
EVALUATE PLAN
CREATE TECHNOLOGY WITH A PURPOSE:
TO MAKE LIFE BETTER FOR EVERYONE, EVERYWHERE
KEEP REINEVENTING
HP COMPETITORS
• Creativity & artistic design
• Affordable price
• Variety of laptop’s use and serve many type of customer
• Good Quality
• Tend to simple design
• Most trusted & well-known PC’s brand in Vietnam
HP PAVILION X360
Functional
Emotional
B & O AUDIO LIGHTWEIGHT GOOD HAREWARE
360 0 of versatility. One smart price.
Stylist, trendy, hi-tech & modern Proactive & catching your own life
TARGET MARKET
TARGET AUDIENCE
The University of Finance & Marketing We’re around 18-22, active & modern We’re trendy & love the innovation in technology, usually update the latest
Freshman & Sophomore in UFM Around 18 – 20, active & modern Family income is over 15 mil VND/ month
20.000 students
10.000 students
HP BRIEF’S OBJECTIVES
COMMUNICATION OBJECTIVES
RAISE HP BRAND & HP PAVILION X360 AWARENESS
PUSH SALE AFTER CAMPAIGN
100% TA AWARE HP PAVILION X360
80% TA ENGAGE WITH THE CAMPAIGN
50% SET PAVILION X360 AS THEIR PRIORITY WHILE DECIDING THEIR FIRST LAPTOP
TA are still afraid of the risks of taking innovation, even though they see the opportunities in it
FACTS
TA’S INSIGHT
The opportunities of: • Reading books • Presentation • Saving time & money • Sharing experiences • Be more active
Freshmen and sophomores, just entering college, are given a lot of resources & opportunities. But they haven't found out how to use
them effectively since this is the first time they were given this much
Be proactive in their life
Trigger TA to start challenging
themselves
START REINVENTING
Sharing their achivements
SHARE YOUR REINVENTING
Speard the “Reinvent” spirit
in UFM
NEVER STOP REINVENTING
SMART SCHEDULE Microsite
Sum-up Clips Special Tet gifts
Competition & Event
Fanpage & Activation Social & KOLs
PR Articles Online Ads
Fanpage Social & KOLs
PR Articles Online Ads
Viral Clip Fanpage & Activation
Social, KOL & PR Online Ads
PHASE 1 PHASE 2 PHASE 3 01/01 – 31/10 01/02 – 21/02 15/02 – 31/03
OBJECTIVE
MESSAGE
KEY HOOK
SUPPORT-ING
TACTICS
START REINVENTING
Tool Media
PR Super M
Kenh14.vn
KOLs
Activation Booth & POSM
Social Fanpage
UFM’s organizations’ fanpages
Online Ads Boost post & Link to web
KEY HOOK
TOOLS
SMART SCHEDULE MICROSITE
Notebook for work
Tent to play
Stand to watch
Tablet to go
SMART SCHEDULE Pavilion X360 reinvents with you!
HOME SMART
SCHEDULE ACTIVITES HOW TO USE
SIGN IN SIGN UP
WHERE TO GO, WHAT TO DO, HOW TO BE BETTER, ARE YOU
ASKING THESE QUESTIONS? SO SCHEDULE YOUR STUDENT LIFE SMARTLY, WHY NOT?
ARE YOU READY FOR YOUR REINVENTION WITH US?
Notebook for work
Tent to play
Stand to watch
Tablet to go
BUILD DATING
MEETING GALLERY YOUR REINVENTING JOURNEY
ARE YOU READY? NGHIA SMART SCHEDULE Pavilion X360 reinvents with you!
STUDY & WORK ENTERTAIN SOCIAL ACTIVITIES COMMUNICATE &
SHARE
YOUR SCHOOL & PART-TIME SCHEDULE
RELAX AFTER ACTIVE & HARD-WORKING TIMES
TAKING PART IN SOCIAL ACTIVITIES
DATING OR HANGING OUT WITH FRIEDNS
SHARE YOUR REINVENTING
Tool Media
PR Super M
Kenh14.vn
KOLs
Social Fanpage
UFM’s organizations’ fanpages
Online Ads Boost post & Link to web
KEY HOOK
TOOLS
SUM-UP CLIPS & POSTCARDS
I’m Khang from CLC 15DMA1.
This is my Reinvention
My first meeting with class at Hoang Van Thu Park
Our class hanging out and making so many friends, we’re
closer & having
much fun The presentation day of Marketing Challengers
I made my own Smart Schedule
Just in 1 month, I had great
experiences
First 10 mark
Class meeting
Join MarCha
NEVER STOP REINVENTING
Tool Media
PR Super M
Kenh14.vn
KOLs
Activation Booth & POSM
Social Fanpage
UFM’s organizations’ fanpages
Online Ads Boost post & Link to web
KEY HOOK
TOOLS
COMPETITION & EVENT
VIRAL CLIP
Emotional taking-postcard moments
Happier Tet for fresh college students
Sum-up of what HP have given for Tet
Teasing for “Your reinventing journey”
YOUR HAPPY VERY FIRST TET OF COLLEGE TIME
COMPETITION YOUR REINVENTING JOURNEY
EVENT NEVER STOP REINVENTING
For students creating Smart Schedule
Tell their “2-months-reinventing” stories
Post on Microsite & the most voted will win 1st place prize is HP Pavilion X360
Awarding for the competition
Speakers & KOLs with their sharing
POSM to presents HP Pavilion X360