Final proposal making an imc plan for “be the blue sky” project mindful leadership vietnam –a member of pace in 1 year

MAKING AN IMC PLAN FOR “BE THE BLUE SKY” PROJECT _MINDFUL LEADERSHIP VIETNAM —A MEMBER OF PACE IN 1 YEAR Subject : Integrated Marketing Communications IMC Group : MESOLATE SubJect code

MAKING AN IMC PLAN FOR

“BE THE BLUE SKY” PROJECT _MINDFUL LEADERSHIP VIETNAM

—A MEMBER OF PACE IN 1 YEAR

Subject : Integrated Marketing Communications (IMC)

Group : MESOLATE

SubJect code : MK308DE02 — 0100

Lecturer : Ms Nguyen Tran Kieu Van

June, 2020

MAKING AN IMC PLAN FOR

“BE THE BLUE SKY” PROJECT _MINDFUL LEADERSHIP VIETNAM

—A MEMBER OF PACE IN 1 YEAR

Table of Contents

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Table of figures

Figure 1: Search Inside Yourselƒf PTOĐFHH cung nghành nành ro Il Figure 2: TVC released 17th May 10 2019 nh nh hoi 13 Figure 3: TVC released 10th September IH 20 ÌƯ uc nh nh khoe 13 tFigure 4: TVC' Released lst October im 20 lƠ Là cu nh nho 13 77m 158//,;//.12010 0n 14 tFigure 6: ExaInple pÏqC© OƒTH€GTHTHĐ TOỌf Là ch hành nano to J5 [i1 2908 408/.520/7.0nnnha.a< a 15 [3/31 850.i 0 06 „+ NưnNợgớẶộẶĂ ằố 16 [311.8289.500 169 00 00nnnnn nà ọo0p0aadH)}H 79 Figure 10: The program held in Phu NhuaqH đSEFÍCH Là cuc nh naeso 20 Figure 11: The program held at Sheraton Hotel, đISHTÍCE Ï à à c uc nhhnhhheesee 20 Figure l2: The workshop was oreamized (ala Royale The Evemt Hall 20 Figure 13: Online Article on Website Lich kh ghe 27 igure l4: TC †n 2Ơ ÏẤ à S.cS TS nh HH KH 21 [3/37 b0, , 7,208 i1nnn n6 “da 32 Figure 16: Dr Rich Fernandez-CEO of SITY Global Institute ccccccccccccccctsctiteiees 32 Figure 17: Miss Kimiko Bokura - Founder of Mindful Leadership Japan 33 Figure 18: Mr Gian Tu Trung - Cofounder of Pace THSHHÍÊ .àà coi ccnnnhheeree 34 tFigure 19: FqceboOk COPH[€HẨN cv nh nh HH kh HH kki 37 [i1 2020Ng 78s ,700nn0nn th 38 Figure 21: Poster event "DfqW VOHF HFH€ SẼ |” (ác cung hà ah koska 38 Figure 22: Poster workshop “The dark side of smile” cccccccccccccsccsisieeieeness 39

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1 Executive Summary

1.1 Client project The project is “Be the blue sky” campaign, which includes 2 events and deliver to customers through various promotional tools This is a one-year campaign and is divided into 3 main phases The first phase is called “Activation” as we run ads on facebook, youtube and instagram, as well as organise minigame on fanpage The second phase is the campaign “Be the blue sky” which spread knowledge about mindfulness to target audiences and increase brand awareness The last phase is “Recap” In IMC plan, repetition is vital, therefore, the recap phase is there to remind the participants of the two events and encourage them to try our product

1.2 Target audience Our target audience is people from 16 to 28 years old However, people in this segment have different behavior based on their age Different age group has a different mindset, and different environment Therefore, we divided this segment into two age groups: teenagers (16 to 22 years old) and young adults (23 to 18 years old)

1.3 Business goals Through this project, we aim to increase awareness about mindfulness and the brand image Our ultimate goal is to spread awareness of mindfulness and increase sales volume Specific goals will be analysed below

1.4 Marketing plan highlights

We use various IMC tools like advertising, personal selling, direct marketing, etc to deliver our message and make sure it reaches our target audience The highlight of our plan is the two events in “Be the blue sky” campaign It involves face to face interaction and make a great impact on potential customers decision Our objectives include raising awareness of mindfulness and brand awareness, but what is more important is that we bring some value into young people’s lives We provide them a tool, a concept that can help them stay awake and be fully aware of themselves and their surroundings

Advertising

We post advertisement on facebook, youtube, and instagram to increase interface between businesses and customers Our posts have content about the organization, STY course, upcoming events, and the advantage of mindfulness

Public relation

We organize 2 events to reach our target audience The big idea of the campaign is “Be the blue sky”, including 2 event “Draw your true self’ and “The dark side of smile” This campaign aims to raise brand awareness and knowledge about mindfulness We also run advertisements about the event on facebook

Direct marketing

We apply E-mail into the campaign because it is one of the cheapest tools and we had

an available database from previous customer

Sale promotion

We use Sale Promotion to attract customer to enroll in the course We will set a promotion for buying ticket early So that, it can increase bond with potential customers and increase sales volume

2 Introduction

2.1 Business Overview Search Inside Yourself was first developed by Google in 2007 and became well-known

in more than 50 countries with 50.000 attendees world wide

Mindfulness Leadership Program (MLV), which is a member of Pace Management Institute, provide courses that help people practice mindfulness MLV was established

in 2012 as an independent nonprofit organization After attending Search Inside Yourself course, attendees will be able to increase work productivity, reduce stress and manage emotion

Information of MLV is listed below:

Logo Mindful

Leadership Vietnam

A Member of PACE

Head office of Pace Ho Chi Minh:

Pace building

341 Nguyen Trai Street, District 1, HCMC

Ha Noi:

International Center (Level 2)

17 Ngo Quyen Street, Hoan Kiem, Hanoi

2.2 Current Situation

According WHO (World Health Organization) stated that Gen X and Gen Y are living

in an anxious lifestyle, this generation can face with depression- the mental problem health tend to be second illness after heart disease

Based on the report of the hospital, the suicide causing depression has been raise rapidly

up to 40.000 times, is higher than the number of people who died of accidents such as traffic jams, murders

Nowadays, teenagers are afraid of commonly social issues consist of pressure of success from parents, psychological stress come from media use (missing dramma, cyber bullying, out of trend ) and some from pessimist (scarring of losing job, useless, .)

2.3 State of Business Our customers are teenagers and people from 16-28 years old who want to increase self- awareness and self-regulation Besides, another our aim is bringing the benefits of mindfulness and it can prevent that generations from depression Another segment of our customers are leaders who come from all organization, has problems with their employees such as employees unsatisfied, they do not feel that they relate and inspire

to their organization

2.4 Mission, Goals, Objectives:

SIY missionated themselves as a world organization creating mindfulness and emotional intelligence practical and accessible At the end of the program, people are achieving better self-awareness, enhancing communication skills and leading with compassion Search Inside Yourself Leadership Institute (STYLI) is the pioneering and leading organization in the world in considering “mindfulness” as a science and use

“mindfulness” to develop leadership STYLI wants to reach more customers and increase customer satisfaction year by year

Core Value:

« Increased self-awareness and self-regulation

¢ Improve working effectively

¢ Improve leadership capacity

« Focusing the mental habits 2.5 Product/ Service

“Search Inside Yourself’ is a world-famous certified program, which trains about

“Mindful Leadership” This program has been developed by leading experts in Mindfulness, Neuroscience and Emotional Intelligence When you attend in this program, you will achieve skills, like: Intensify your focus, be resilient in face of challenge, manage stress, unleash creativity and innovative thinking, etc

“Search Inside Yourself”’s tuition fee cost 11,632,500 VND (498.03$) and if customers paid a week in advance, they will get discounted fee at 10,998,000 VND (470.87$) Joining in this course, customers will be experienced with 2 days live training, 4 weeks virtual training and ended with 2 webinar sessions

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8:30 - 9:00 Start

9:00 - 12:00 Morning's Agenda

Practice: attention Training

How do you develop emotional intelligence?

Mindfulness: Moving from autopilot to aware

Practice: Open Awareness

Practice: Body Scan

8:30 - 9:00 Start 9:00 - 12:00 Morning's Agenda

Motivation: Align your values and work

Practice: alignment with values Envisfoning Practice: Visualize your goals

Practice: Resilience, recover from setbacks Empathy: Understand others’ feelings and experiences

Self-Awareness: Knowing one’s internal states

Practice: "Just like me”

13:30-17:00 Afterncon's Agenda

13:30-17:00 Atternoon's Agenda Self-Management: Skillfully manage your impulses

and reactions Practice: Mindful Walking Exercise: Mindful Listening Practice: empathetic Listening Exercise: Reframe anc respond to challenges in the Exercise; Difficult Conversations

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Vietnamese in general In addition, Gen Y and Gen Z generations don’t pay enough attention to this topic or benefits of this program As Vietnamese people traditionally consider stress and depression as mental disability, a disease They normally avoid this topic in conversations because of discrimination against people who are dealing with depression Hence, the topic about mindfulness is quite new and odd to Vietnamese people In order to successfully introduce the course, MLV first need to change people’s mindset by raising their awareness

2.7 Promotional Strategies Objectives

First, the aim to increase brand awareness As we have mentioned above, one of the company’s problem is low brand awareness, so the main objective of this promotional campaign is to raise brand recognition

Their second objective is to sttmulate demand for the product, which is Search Inside Yourself program The ultimate goal of every promotional strategy is to increase sales Even if the short-term goal is increasing awareness, companies will eventually use this result to sell their product Therefore, this is a must have objective

Message

Their message is mental health is as important as physical health Through the TVCs and Advertisements, they encourage young people to take care of their mental health and many mental problems like stress of depression can be prevented by practicing mindfulness

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people as customers nowadays prefer to watch clips and illustrations Below are some TVCs about MLC made by Pace Institute of Management in 2019

“SEARCH INSIDE YOURSELF” - Phát triến lãnh đạo dựa trên nền táng khoa học & Mindfulness

7 lượt xem « 17 thợ % te 7 J6 + cAs Lưu

Figure 2: TVC released 17th May in 2019

(source: PACE, 2019)

Não bộ của con người là một bộ phận vô cùng phức tạp

Thiền tỉnh thức và hoạt động của não bộ

1.628 lượt xem + 101hg 9, 2018 31 Blo + CHASẾ£ =) LUD

Figure 3: TVC released 10th September in 2019

(source: PACE, 2019)

CHUONG TRINH DAO TAO VI

LANH DAO TINH THUC

NỔI TIẾNG THẾ GIỚI

Public Relation: On the website of the company, every information will usually be updated for the customer to get the detail of the courses, history and projects of the company They also publish a book about mindfulness called Search Inside Yourself written by Chade-Meng Tan to provide reliable resources for their customers On their website, many posts about mindfulness have been published We think this is a very informative and reliable source of information for their customers as well as the community Therefore, this is a powerful tool that help MLV draws attention of target customers and raise their loyalty

Direct marketing (Email): Send an email or call customers to introduce about SIY program They mainly work with business customers, so personal customer needs to leave information at their website in order to receive advisory This could limit their reach to potential customers as they maybe don’t even know the company do exist MLV should reach out to potential customers to increase the effectiveness of this tool 2.8 Marketing Mix

2.8.1 Product The main product of Mindful Leadership Vietnam is Search Inside Yourself This is a course, a training program and activities that related to mindfulness The course takes 2 offline days to study the brain process, 5 emotions and after that 4 weeks to self- practice through email, and then the course will end of with 2 days webinar

Search Inside Yourself which is the course training for manager, employee, has professional, specific program related to 3 aspects of human: Neuroscience, Emotional Intelligence, Mindfulness that is a unique point of STY

Emotional ; Intelligence Mindfulness SEARCH INSIDE YOURSELF Th) Neuroscience

Figure 5: Unique of SIY

(source: PACE-MLY, n.d.)

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2.8.2 Price The course is focused on the quality and the result of the main purpose to help individual

or organization promote all of their potential skills Therefore, it is easy to understand the price which take 11,632,500 million VND is quite higher than other competitors It

is hard to target individual customer to take part in

2.8.3 Place The main headquarter of Mindful Leadership in Vietnam is at the centre (district 1) In the building, it has meeting room for audience to training offline

Figure 6: Example place of meeting room

(source: HTV9, 2019) 2.8.4 Promotion

The main communication tool of Search Inside Yourselfis fanpage and website Mindful Leadership Vietnam, beside that STY also runs ads on facebook, google, TVC and using direct marketing

Quảng Bá Thương Hiéu & Tang Luong Khách Hàng Với Google Đáng ký Chỉ trả tiền cho ket

huyện miễn ph u: Quang Céo

áo Ứng [

NI ads.google.com/chínhthức/quảngcáo

Chương trình Lãnh đạo toàn cầu - Global Leadershi Program

tải pháp đột phá chuyến hóa náng lực lân! toàn dién di ghiép PA (EET) olp.pace.edu.vn/

EEDEET cao le comavnfnangtamanh-dio

Figure 8: Ads on Google

(Source: Google, n.d.)

3 Current Audience

Behavioral & psychographic factors:

We divided our audience into two groups One thing in common between the two groups

is that they are called the ‘anxious generation’ Their pressure has many causes like expectation from parents, fear of uncertainty, and fear of missing out - FOMO Another reason for young people pressure comes from technology, more specifically, social media Thanks to the development of the internet, we can get almost all news and information from online sources The amount of fresh news increase by seconds, so many people afraid that the information they have might be obsolete Human beings are social creatures We naturally want to belong to a group of people, and exchanging information is a way to fit in Young people exchange rumors or dramas with their friends not because they want to get more information, but they seek for the sense of belonging

Group |

Demographic

Age: 16 - 22

Gender: Female, Male

Occupation: Student, Worker

Income: 5-15 millions per month

Geographic: Ho Chi Minh city

Lifestyle: still a student, depend on parents, mostly go to school all day

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Group 2

Demographic

Age: 22-28

Gender: Female, Male

Occupation: Employee, Manager

Income: 15-30 millions per month

Geographic: Ho Chi Minh city

Lifestyle: busy life, working 8-14 hours per day

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4 Market Research and Analysis

4.1 Market Research

In recent years, Vietnam becomes a victim of fine dust which is created by heavy- industrial factories, after that is Covid-19, both of these are threatening millions of Vietnamese lives Because of it, Vietnamese are tending to care about the health, along with that, Vietnam GDP has increased rapidly over the year, increased 2.7 times from

2002 to 2008, Vietnamese don’t need to care about the daily meal, Vietnamese people

do not need to worry about lack of food, they are gradually concerned about health issues Following the research of The Conference Board Global Consumer Confidence co-operates with Nielsen, the result showed that in the second quarter of 2019, Health 1s a top concern of 44% of Vietnamese

However, mental health is not a topic that Vietnamese taking concern about A statistic shows that up to 15% of the population in Ho Chi Minh City suffers from depression and 80% of the population do not recognize that they are having depression If the majority of depressed people were between the ages of 60 and 65 years old, the depression is now likely to rejuvenate at the age of 15-27 years Every | man having depression will be 2 women having the same problem Women are easily having depression more than man, especially women after gave birth, they spent 9 months with fears of losing their child, extended worry, lack of sexual activities, etc Because of those reasons, even after they gave birth they still in fear and fall to depression Usually, some of them will ask for help from their friends and family, the others will find a way

to free themselves are deaths This is a potential segment that SITY can research and develop new suitable products, create a outdoor trips or indoor activities, through the program, women can make friends, find connections, especially, they can lose weight and get in shape

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4.2 Competitor Analysis 4.2.1 Direct Competitor

ONE LIFE CONNECTION

TRAINING & CONSULTANCY

Figure 9: One Life Connection Logo

- Private training coach which has flexible time, depends on the customer's demand

- Public course which is trained in group learning with other participants and fixed schedule, is suitable for beginner

- Company course which is trained for managers, leaders and teams, has flexible time and tailors topic

4.2.1.2 Price The price of Search Inside Yourself course is 9,500,000 VND When participant register

12 days early or group of 2 before the course take place, the cost is reduced on

9,000,000

4.2.1.3 Place OLC Training & Consultancy supplies almost online course, some events or workshop was held offline and outside headquarter based on the number of participants, characteristics of events/ program

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ĐỔI VỚI THỜI GIAN D600 AM 1200 Pa

Figure 11: The program held at Sheraton Hotel, district 1

source: Luong Ngoc Tien (2020) NAVIGATE YOURSELF THROUGH LIFE ae

Figure 10: The program held in Phu Nhuan district

source: Luong Ngoc Tien (2020)

Date & Time

WORKSHOP DOANH NHAN HANH PHUC- KHOI NGI JON MỌI CON ĐƯỜNG

9OA

nhiph ever nome olttginaiee

Figure 12: The workshop was organized Gala Royale The Event Hall

source: Luong Ngoc Tien (2020) 4.2.1.4 Promotion

One Life Connection Training and Consultancy using TVCs, Direct Marketing through email, Pr (online articles, press release in website)

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-RESS

LOI VE CHO TAM

TRÍCH TỪ TẠP CHI FORBES SO 67 THANG 12/2018 TREN THE GIỚI, CÁC PHƯƠNG PHAP THUC HANH TAM THUC, TRONG BO CO THIEN BANG LA MOT

Figure 13: Online Article on Website

(source: One Life Connection, 2018)

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