Pr action plan report

Hoa Sen University Abstract The purpose of this report is to increase the awareness of Hoa Sen students about Center of Student Experience and Employment through PENCILS tools.. At the

Hoa Sen University

HOA SEN Department of Education and Training

Business Hoa Sen University

PR ACTION PLAN

Instructor: Ms Dang Truong Thuy Anh

Group: 5

Member:

Vu Hong Duc 2193678 100%

T mons CICH 2H0HE Dieu T 2198309 100%

Van

Tran Thi Ph

ran 200606 2199021 100%

Uyen

Vo Thi Thu Yen 2199239 100%

Thursday, June 2, 2022

Hoa Sen University

Table of Contents

Table of COntent 1

Table Of Tables — 1

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Hoa Sen University Table of Tables

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Table 11: Total Cost

1

Pr Action Plan Report

Hoa Sen University

Abstract

The purpose of this report is to increase the awareness of Hoa Sen students about

Center of Student Experience and Employment through PENCILS tools At the same time, in order to help students who are facing difficulties and challenges during the time when society is "the new normal" through the Center of Student Experience and Employment

In this report, our team will use the knowledge we have learned about public relations

and the center's information on the internet to make the report as clear as possible

ii

Hoa Sen University

Acknowledgment

During the course of studying Public Relations, taught by Ms Dang Truong Thuy Anh

We have gained a lot of knowledge thanks to her teaching enthusiasm Not only teaching in theory, but she also inspires us to learn through practical lectures This

made it possible for us to better understand the lesson and help us tn future work

Thank you again Ms Thuy Anh and Hoa Sen University

Hoa Sen University

I Center of Student Experience and Employment

1 About Center of Student Experience and Employment

Center Of Student Experience and Employment was born with the function of listening to thoughts, aspirations, support and being a solid

material and spiritual motivation for students Center with functions for

inquiries, school health, insurance, tutoring service, business relations and psychological counseling In particular, psychological counseling is considered a reliable address that many people come to to heal the

wounds in their souls Center of Student Experience and Employment promises and commits to become Sen-er's companion on all academic and experiential journeys at HSU, contributing to enriching and adding

color to your brilliant youth years at this dear school

Center Of Student Experience And Employment aims to provide the best student experience while studying at HSU; help students find many job opportunities at many corporations or businesses; students studying away from home can use SC to find the most convenient accommodation for themselves; help students answer questions about tuition fees and other problems that students face All students at Hoa Sen University can come here to experience

2 Market segmentation

2.1 Demographic segmentation

e Age: 16-25

¢ Gender: Male, female and other gender

® Education level: Student, graduate student

¢ Religion: All religions

e Ethnicity: All ethnicities

2.2 Geographic segmentation:

Southern Vietnam 2.3 Behaviour segmentation:

Targeting young people with dynamic, open-minded,

creative personalities, who like international standard

communication, learning and working environments, who are looking for companies for internships or after graduation Or those of you who are having problems

orienting your future career

2.4 Psychographic:

Have a modern or traditional lifestyle Open-minded,

exploratory, creative Not afraid to work i new

environments May or may not have a strong personality

Hoa Sen University

3 Target Audience:

Customer from 16-18 years old: Students at high schools who are

looking for a university, have been planning to enter HSU and are having questions about tuition fees, majors, and lectures, Customer from 18-22: Are students studying at HSU who have the need to find out and answer questions about tuition fees, scholarships, finding accommodation, psychophysiological counseling, programs and activities at the school

Customer from 22-25 years old: Students who have graduated from HSU but have a job or are planning to work at the university

4, SWOT

Strength:

Meet and join many clubs in various fields

There are many unique and attractive programs and gameshows Have the opportunity to participate in projects of large corporations and enterprises

Working and rubbing in a professional environment

Weakness:

It's easy to get a lot of negative feedback

Opportunity:

Many students do not have a job after graduation

Many students are not confident to share their problems

High school students have not found a suitable school

Threat

Compete with other Universities and Businesse

Hoa Sen University

II PR action plan

1 Campaign name

“Face” — Face to difficulties and challenges — Face to yourself

2 Background

Starting with our "new normal" life, we need time to adapt and bounce back from a long hibernation Students gradually return to classes, start

internships, look for new jobs The "hibernation" for too long makes a part of students become passive and disoriented, hesitate between choices, social pitfalls

3 Objective

3.1 Marketing objective:

e Raising awareness of Hoa Sen University students about Student Employment - Experience Center is to increase 10,000 times

(likes, comments, shares, reach) on electronic websites

¢ Increase 20% access to work and internship opportunities of Hoa Sen University students, expand the connection between students and businesses

3.2 Communication objective:

e Answer questions and difficulties of students of Hoa Sen

University in the process of working and practicing at enterprises

¢ Creating motivation, troubleshooting psychological problems, pressure after the new normal and building social relationships

help students gain more confidence and bravery

e Facilitate students to meet like-minded and passionate friends at more than 30 diverse clubs From academic, research to

application, practice; The government has exhausted all faculties

and disciplines at the university: economics, finance, media, advertising, photography, sports, entertainment, music

¢ Confidently integrate and connect with friends around the world

through international student exchange programs — short-term study abroad opportunities

4 Campaign target audience

4.1 Demographic

- Age: from 18 to 25

- Gender: Male, Female, LGBTQ+

- Lifestyle: is a student at Hoa Sen University, has a hobby of experiencing, understanding themselves, being aware and taking

responsibility for what they do

4.2 Psychographic

After a period of "hibernation", the students yearn to return to

their daily lives, a life with new experiences and new jobs 4.3 Behavior

Hoa Sen University Most of the students at Hoa Sen University are dynamic, creative people who always want to experience They are not afraid to overcome difficulties and challenges to pursue their passions and

dreams They look for trends that match their taste and personality

4.4 Geographic

Mainly in south Vietnam

5 PR plan

5.1 Consumer insight

After the Covid 19 pandemic, the "new normal" society was applied, re- integrated into the community, making many people excited However,

there are still young people who are still university students, who have

not stabilized their jobs or oriented for the future after the pandemic,

facing many difficulties and obstacles in life and work The numbers are being deducted from the bank account more and more, the unemployment is increasing, most of all, after a long period of not being

In contact with society, these young people have become passive, self- deprecating They are afraid of looking for a job, afraid of facing tough questions from employers, losing career orientation, confused with old but new knowledge and jobs They need a direction, someone to guide

them to where they need to go to find the light of life again

5.2 Big idea

Based on consumer insight, we understand that in daily life we all face many difficulties and challenges Especially after the Covid 19 pandemic has just passed, those difficulties and challenges have doubled To be able to overcome those difficulties, so that life can return to the way it was before, they must rise up, face and overcome all difficulties and

challenges that they encounter From there, our big idea was: “Face” —

Facing difficulties, challenges — Facing yourself:

5.3 Key message

Based on Big idea, we have conveyed the message through this campaign as “Face” — Facing difficulties and challenges — Facing yourself,

“Face” — Face to difficulties and challenges — Face to yourself

5.4 Overall timeline

5.4.1 Tools

Hoa Sen University

1 | Social | Facebook | Upload information, video about | Give imformation and

Teasing post, video about | TTTNVL’s Key message

2 |PR PR_ press | Invest in a PR article about the | Provide more information,

article system the school published in | increase the reliability of

prestigious newspapers such as | students and parents about the

vnexpress, tuoitre and posted on | system

the website

Table 1: Tools

Timeline

media

PR x

Table 2: Timeline

5.4.2 Tool detail

5.4.2.1

5

Social Media With the social media tool, we will build articles that include the content, valuable contacts, and the service’s usefulness to the student community

In addition, we also set up mini-games, and interactive stories with

students to increase awareness and memory Finally, post useful

information and share information about work, and internships, helping

students have the most realistic and multidimensional view of the working

environment

4.2.2 Press Release

On week 4 (22.04-28.04), we will come up with ideas and provide information to journalists for them to build PR articles for the service of Center of Student Experience and Employment, during this period, it 1s necessary to thoroughly exchange and unify ideas and content before publicizing the article on the websites

On Monday, April 22, 2022, we will publish this article on the agreed

newspaper pages: VnExpress, Tuoitre, and CafeF

*Phase 1: Awareness

Hoa Sen University Objective: In the first 2 weeks, we will post articles introducing Student Center to increase the recognition of the center as well as help students

and parents better understand the working system of Student Center

Timeline: Week 1 and Week 2 April (1/4 — 14/4)

Social | Week 1 Facebook | Introductory | Give more | 6K-8K

(01/04/2022- Youtube | Student about Student

07/04/2022) Center Centre and help | 500-1K

student and | comments

Article on the parents

Center activittues of | so-1K

tudent Centre | nares

Center Upload a short video to youtube summary of Student Center

Table 3: Awareness

Budget plan

Table 4: Budget plan 1

*Phase 2: Kick off — teasing

Objective: Start getting the message across Maintain customer following

with campaigns on social media sites and press release

Hoa Sen University Timeline: Week 3 and Week 4 April (15/4 — 28/4)

Social | Week 3 Facebook |- Article on the | The first step | 8K-9.5K

(15/04/2022- | Youtube | after the Covid 19 | message of

Psychological to everyone | Comments roblems that

Week 4 students face “Face” — Face 10000

(22/04/2022- to difficulties reaches 28/04/2022) Upload a short | and IK-2K

video about the | challenges — status of the | Face to shares students after the | yourself

‘new normal’ law is applied

Table 5: Social Media

Name

PR | Week 4 VnExpress | Supporting - List the|5K_ -10K

students and difficulties that | interaction

28/04/2022 integrate after | encountered after

- Summary of information about Student Center Community

CafeF integration, re- |- The help of} 8K-10K

energizing the Student Center for | interaction new normal students of Hoa

Sen University

who are facing

difficulties after the pandemic