Assignment 1 group creative brief content calendar

Editorial Content Calendar 1st December 2020 KEY: News Image and Text Video Story Tips and Trick Blog Post Event announcement Product announcement User - Generated Content Other New Even

Assignment 1:

Group Creative Brief & Content Calendar

Course name: Course

code: Location of

campus: Team group

Lecture

Digital Content Creation COMM2789

SGS Sai Gon 4

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, frozen 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) Consum-ers 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 from 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 effective-ness 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

Target Segment:

•The coffee connoisseur 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

Population Review, n.d)

Behavioural Benefits sought •Fresh and high-quality coffee

•Different and unique coffee taste

•Modern and cosy atmosphere for work, friend meetings

•Good and fast customer services

•Often

•Sometimes

•Potential

•First-time purchase

•Preference

•Purchase

Ps ychographic 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

•Creative

•Active and outgoing

•Alone and want to connect with other people

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

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 Decem-ber 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

1st December 2020

KEY:

News Image and Text Video Story Tips and Trick Blog Post Event announcement

Product announcement User - Generated Content

Other

New Event Lauching: Take a photo in PJ and

Seasonal Product Launching: "Hot chocolate"upload on social media after that can have a 10%

discount for the new product

KOL Collabration: Binz post a status talk about

User - Generated Content: G uess the

KOLs

Tips and Trick: how to identify a good coffee "the INGREDIENT and the FLAVOUR" AlsoNews: Binz is joining PJ's offline Event (Hóng Hớt bean? have a picture he is enjoy PJ as well asintroduce Showbiz, Binz fanpage, Kenh14, Zing vn)

the PJ's Christmas event

SUNDAY (13/12) MONDAY (14/12) TUESDAY (15/12) WEDNESDAY (16/ 12)

News: PJ has new event as well as new product B log Post: a blog that talk about the traditional

KOL's Graphic Design (Kenh14, Zing) d rink in Christmas eve in other countries

Product Promote: Collab with digital dilivery such E vent Announcement: post a mini game related to Event Announcement: post result and people who

as Grab, Now, Foody Chrirstmas are winning mini event

THURSDAY (17/12) FRIDAY (18/12) SATURDAY (19/12)

KOL Collabration: Ninh Duong Lan Ngoc post a

User - Generated Content: a graphic which is Tips and Trick: get to know the PJ's coffeebean status talk about "the INGREDIENT and the

releash result first KOL quality FLAVOUR" Also have a picture she is enjoy PJas

well as introduce the PJ's Christmas event

SUNDAY (20/12) MONDAY (21/12) TUESDAY (22/12)

KOL Collabration: Tran Thanh and Hariwon post a

User - Generated Content: a graphic which isTips and Trick: how to make a perfect coffee with status talk about "the INGREDIENT and the

releash result second KOL PJ's coffee bean FLAVOUR" Also have a picture they are enjoyPJ

as well as introduce the PJ's Christmas event

News: Ninh Duong Lan Ngoc is joining PJ's offline Event (Hóng Hớt Showbiz, Ninh Duong Lan Ngoc

fanpage, Kenh14, Zing.vn)

WEDNESDAY (23/ 12)

News: Tran Thanh and Hariwon is joining PJ's

offline Event (Hóng Hớt Showbiz, Tran Thanh and Hariwon fanpage, Kenh14, Zing.vn)

Event Announcement: post a graphic about topic 7

User - Generated Content: Create a poll if they

ar e

V ideo Story: Trailer for the Xmas even "Excited " or "Super Excited" for the coming up Days left to the main event

event

THURSDAY (24/12) FRIDAY (25/12) SATURDAY (26/12)

Event Announcement: When a sigle customer

c oming to PJ and order a "Hot Chocolate" it mean

they want a partner to sharing their feeling as well

a s their thinking so PJ will random match

News: Picture of Tran Thanh, Hariwon, Binz, Ninh I mage and Text: post a picture and a statuswith al

c ustomers who are order "Hot Chocolate"

with

Duong Lan Ngoc are joined PJ's offline event of the KOLs has joinning offline event

e ach other and after that 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

User - Generated Content: Sharing

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

Video Story: video re-cap event

Image and Text: A cup of Hot Caramel creme for

Inforgaphic: Count down for New Year 2021 post and photo about the event PJ's product these last days of the year

KEY:

News Image and Text Video Story

1st January 2021

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

Video Story: Example of sharing love moment

Inforgaphic: Change facebook, website layout into

between to workers, which is preparing for mini New Y ear theme

game

in 6 Janu ary 2021

Tips and Trick: How to make an Iced Mocha

with Product announcement: Introduce mini brownie for

PJ free today

TUESDAY (5/1) WEDNESDAY (6/1) THURSDAY (7/1) FRIDAY (8/1) SATURDAY (9/1)

Mini Game: "How's your day with PJ?" _ sharing

User - Generated Content: Create a poll: Y ou

News: The whole view of the farm, where PJ your photo with PJ drink, and hastag source these lovely Coffee bean (Zing news,

Kenh #mydaywithPJ The 3 winners, who get the highest Image and Text: A PJ's cold brew iced coffee for a Tips and Trick: What is the difference

between prefer Iced Mocha or Hot caramel creme

14) like, share and comment, will get free trips of

Relaxing break, why not? cold brew and regular coffee? and Announce that those are being discounted 50%

today vinpearl Nha Trang for 3 days

Product announcement: Introduce mini brownie

for Image and Text: Starting New Week With Energy Blog Post: How does PJ bring the coffee beanUser - Generated Content: Create a poll "Who

will

P roduct announcement: Introduce Mini croissant for KOL Collabration: Chau Bui will share her busy Mini Game: Announcing Minigame "How 's your

day you enjoy coffee with?" tag friends, or lover,

family to get discount vouchers

Product announcement: Introduce mini fruit tart

for

User - Generated Content: Story of sharing how

Blog Post: PJ with heart! partner with heartgift to Product announcement: Introduce Mini cookie for free

User - Generated Content: Create a poll "Are you Image and Text; A cup of cold brew for deadline

KOL Collabration: Binz will share his photo with

2

does PJ's baristan produce a cup cup of PJ's coffee and say that he are waitingto free today help a child today a tea or coffee lover?" day!

of coffee? enjoy coffee time with his favourite after work

Image and Text: Is Iced Mocha suitable for

friend Product announcement: Introduce mini browniefor KOL Collabration: Philip Nguyen choose PJ's Image and Text: Repost Phillip Nguyen story in

User - Generated Content: sharing your happy

Event announcement: Preparing Tet holiday with Blog Post: True Barista look like! moment with stt "I purple you" to get voucherbuy 1

time? free today coffee w henever he has a meeting with histeam facebook PJ's

get 1 of signature cold brew menu

1st Febuary 2021

KEY:

News Image and Text Video Story Tips and Trick Blog Post Event announcement

Product announcement User - Generated Content

Other

Image and Text: Announcement about Tet's holiday

Image and Text: Reminder people about the Product announcement: To celebrate the incoming

nostalgic memory of tradditional Tet's holiday, the Tet's holiday, PJ's w ill prepare the seasonal drink:

is coming

meaning of this day: Reunion Egg Coffee

THURSDAY (4/2) FRIDAY (5/2) SATURDAY (6/2)

Blog Post: The History of Egg Coffee Tips and Trick: How to make Egg Coffee w ith PJ's

Blog Post: The value of Reunion of Tet's holiday

with Vietnamese people

Others: KOLs (Sean Trace and Phuong Vy Idol Event announcement: Enjoy Tet holiday with

PJ's family, Mixigaming) and Influencers (Friendsof

Mixigaming) announce their collabration with PJ's

TUESDAY (9/2) WEDNESDAY (10/2) THURSDAY (11/2) FRIDAY (12/2)

Product announcement: Launch Egg Cafe

(The News: Zing New s, Kenh 14 and other articles

will Others: KOLs w ill interact with PJ's productsin Short Video Story of PJ's coffee w ith their KOLs special seasonal drink) promote this campaign their social media and Influencers

Event announcement: Reunion with us at

PJ's

SATURDAY (13/2)

Image and Text: A poster /A picture with the content of people coming to PJ's to enjoy Tet's

holiday to advertise about event

SUNDAY (13/2)

Others: Promotions and vouchers to encourage

people come to PJ's enjoy the new

product and event

SUNDAY (20/2)

Product announcement: Promotion for group of

people or family who come to PJ's Coffee

s

MONDAY (14/2) TUESDAY (15/2) WEDNESDAY (16/2) THURSDAY (17/2) FRIDAY (18/2)

Image and Text: A post about prepare for NewVideo Story: Congratulations about the New Lunar Blog Post: How PJ's and people in therewelcomeEvent announcement: Sharing moment with PJ's to Image and Text: How people aroundVietnam Lunar Year's Eve moments: Do you have

anyone t o

Year and have a wish to everyone who follow with

Tet holiday together

earn unique rew ards: Capture image or video with welcome Tet; and there is a picture ofpeople share? If not, come to PJ's We will do that

PJ's Other: Promotion: Lixi for people who come toPJ's PJ's drinks welcome Tet at PJ's coffee together

this week

MONDAY (21/2) TUESDAY (22/2) WEDNESDAY (23/2) THURSDAY (24/2) FRIDAY (25/2)

KOLs and Influencers produce more contents to News: Articles from VTV, Nhan dan or

Vnexpress Image and Text: Asking people about how are thei r remind that the Reunion Event of PJ's is end soon User - Generated Content: End of the event Image and Text: Sharing User -generatedcontent talk about the end of Tet's holiday holiday going on?

Product announcement: Last chance to try Egg

sharing w ith PJ's Coffee of customers who do it

Coffee

SATURDAY (19/2)

Tips and Trick: How to get many Lixis? Do you to old to have Lixi? Come to PJ to get it ;)

SATURDAY (26/2)

Product announcement: Stop selling the season drinks Egg Coffee

Image and Text: Thank you for your moment with

Video Story: Video Recap Event PJ's Coffee

Idea for Video and Photography/Written Content

Bui Kim Long

Video Idea:

Insight: Customers (Officers) who lonely in Christmas and New Year Eve They want to have

someone to share as well as enjoy the most beautiful moment of the year.

Detail:

There will be 2 main characters: one man and one woman

The video has maximum 2-3 minutes

PJ’s coffee creates the event of a secret meeting between people who order the same drink People

come there to finding their partners/ friends.

Format:

The life of both 2 main characters before the turning point: They both get caught up in the reel of

work When Christmas Eve comes, they have time to rest, however, they feeling lonely because

they don’t have anyone to share the moment.

They both see the promotion of PJ’s Coffee: The Secret Meeting Then, they decide to come there,

and they order the same drink; start a good relationship with each other Finally, the message of PJ’s

coffee has been showing: Come to PJ’s coffee to connect with each other or to find the missing

piece of your life.

Photography Idea:

Creating the image a mystery wall with Christmas decoration At the top, the photogra-phy will have

the tagline of this campaign: PJ’s - place to connect., and description: there will be a secret person

behind: a good friend or your future wife At the bottom, the Call to Action message has been placed:

If you want to find out, come now!

The main colour of the photography will be the colour of Christmas Eve, and the logo has been

designed to match with the tone of this holiday, for example, the logo of PJ’s will wear a noel hat.

Source: Unsplash

Tran Thi Ngoc Thanh

Video Idea Insight:

Why don't you try? Sending a message that if you want to do something, just do it.

The luckiest will be waiting for you!

Detail:

There will be two main characters: one girl and her best friend.

The video has a maximum of 2 minutes PJ’s coffee creates special coffee for Christmas day and will promote it viral by KOL And the story behind this special coffee cup is the love that the buyer wants to give for the recipient.Therefore, if you want to send your love with someone that you are afraid to say, just

send them a special PJ coffee cup then they will know what you mean.

Message:

The message of PJ’s coffee has been shown: Choosing PJ’s coffee to connect with each

other or to find the missing piece of your life.

Photography Idea:

Creating the image with the big Special PJ coffee cup for Chirtmas At the top, the photography will have the tagline of this campaign: PJ’s - place to connect, and description: sending this special coffee cup for your special one, the Call to Action message has been placed: why don't

you try! The primary colour of the photograph will be the colour of Christmas, and the logo has been designed to match with the tone of this holiday, for example the logo of PJ’s will be wearing a

Christmas hat Source: Unsplash

Nguyen Thanh An

Video Idea:

This video focuses on people who live in Saigon Tet Holiday, a group of friends did not a

meeting place because most of the coffee shop has close However, PJ's cafe has open

over the Tet holiday and also have a big surprise for customers when they come as a

group such as a lucky draw (it have discounts from 10% to 50%) or free a drink when

customers buy more than three random drink For customers, coming alone if they want

to connect with new friends we also can match customers with each other Your holiday is

not alone when you join with PJ.

Format:

1m30s long

The tone of voice: Energetic, Fun, inviting tone.

Message:

Written content:

This Tet holiday PJ has open 24/24 to welcome all the customers to come to our store !!!!

With the slogan “Càng Đông Càng Vui" It even funs when customers come as a group from 3 people and upper because we have a gift for you guys the more customers the more gifts.

If customers do not have a place to go when the Tet holiday coming, come to PJ we are

serving 24/7 over the Tet Holiday.

Cao Xuan Huy