ACCA- PR Plan DONE

• Core target audiences: • Employee working in Business, Finance, Banking, Auditing, Accounting, Tax, • Students, studying in University of Finance Accounting, Business and Economic age

Plan Communication – Renew brand for ACCA

Proposed by Piooneer , August 2014

Strategy, proposals and creative ideas contained in Agency’s proposals remain the property of Pioreer All rights of the agency reserved Unauthorized copying,

adaptation and dissemination of Agency proposals prohibited Agency’s terms and conditions are available upon request

Agency Copyright

3.1

General Information

1 2 3

3.2

Communication Objective Communication Plan

Communication Activities Estimated Budget

• Foundations in Accountancy program for high school graduate

ACCA qualification for university graduate

- Purpose: REFRESH: Repositioning “ACCA Beyond finance and accountancy”.

• Core target audiences:

• Employee working in Business, Finance, Banking, Auditing, Accounting, Tax,

• Students, studying in University of Finance Accounting, Business and Economic age 30

18-• awareness, aspiration, desirability and needs among target audience

• the ACCA new brand positioning

Communication Objective

Increase the awareness

of ACCA

ThroughoutACCA

Create a belief in

the new brand name

Lead to action: More

engagement and activities with target audience

Position ACCA as a

leading brand

name in education

beyond finance and

acccountancy

Target Audience

ACCA

Parents – A-level income

Communication Tactics

The selected person herself will be the PR character who makes the direct impact

Media will follow the flow to

write high quality advertorials

Offline for the intern after the

internship to share experience make impact

on target audience

The event will become hot

topics on forums

Media Channels

Media (newspaper)Focus on online

Events

Television

Channels

SMS Brandname

- Begin renewing brand

with slogan “Beyond

Finance and accountancy”

-To position as a large

scaled, classy and reputed

-To position ACCA as a large scaled, classy and reputed education

- Newspaper and Online -SMS Brandname

 Objective:

- Award event of the contest -create a desire in target student -Continue position ACCA as a large scaled, classy and reputed educatio organization

Form:

- Advertiorial & Editorial -Maintain Student’s Diary -& Sharring on facebook -Offline of experience sharing

Channels:

-Website, Fanpage -Facebook

-Forum -Television -Newspaper and Online

Phase 1

Phase 2

Phase 3

consulting

Beyond fiinance and

accountancy ,ACCA provides skills for a leadership and

management

Beyond Professional

knowledge, ACCA equips you

with opportuniy to be connected to either your future partner and employers

Detailed Plan

Media:

- Articles are written from different angles.

- Media use the participant’s facebook as

a channel to provide information and make high influence on her friends (old student that have management position in her/his company)

Content:

- Articles about analysis of recruitment

trends auditing and accounting of large enterprises in VN.

- advices for the young people want to become accountants, auditors about the decentralization of work capacity

-Article to share experiences of student from the previous programs.

-Article about the ACCA’s courses towards indirect

To begin to renew brand with slogan and

to position as a large scaled, classy and

reputed

Sep-Oct

 Objective:

Begin to renew brand with

slogan “Beyond Finance and

accountancy”

-To position as a large scaled,

classy and reputed

-Online and Newspaper

-Open a consult section on

PR Angles in Online and Newspaper

The integration time, What skills do the accountant and

audit need?

Advice for those who want to become accountancy, audit

of the decentralization of work capacity in a company Content with ACCA brand (skills ACCA

will equip for students)

Become a good accountancy, what skills need? Content with ACCA

brand Learn accounting, not just learn the numbers Content with ACCA

course functionsHow do I advance in accounting work ? Advice for

people love accoutant and audit Content with ACCA course functions

Consulting section in Vnexpress “ Decentralization of

work qualification, what necessary skills to advoid ?” Content with ACCA’s advice and information

about course and skill

Angles for Facebook Fanpage

• About ACCA’ courses

• About skill ACCA will equip for students

• Image and video of the class in the courses of ACCA

• Share of students who are studying in ACCA

• Share of specialists who are teaching in ACCA about skills, exprerience

• Information of The Conference

- The student will write her study’s Diary

on facebook as well as on ACCA’s fanpage

 High influence to her friend and ACCA’s targeted audience

August August

 Objective:

-To inform and attract public

attention to the Contest

-To claim the activity’s quality

and attractiveness

-To show the meaning and the

excitement that the activity

creates

-To position ACCA as a large

scaled, classy and reputed

PR Angles in Online and Newspaper

Not only is the story qualifications Notes

Not only is the story of qualifications Study in ACCA, you will be focused

on fostering professional capacity and take advantage of every

opportunity to accumulate practical experience while studying in ACCA

Help you turn this dream of working abroad to

become a reality Content with ACCA course functions integrate information

about the contestWhich opportunity for accountants achieve

their dream positions and jobs Content with ACCA brand and Content with ACCA course

functions integrate information about the contest

Scholarship opportunities are available for

More quality entries submitted for the

Meet the candidate has the best Entries in week Interview integrate information

about the contest

Angles for Facebook Fanpage

• About ACCA’ contest

• About the number of contest entries

• Short Interview with the winner in the week

Detailed Plan

Activity:

- Mass media for awarding event

- Establish discussions on target forums to aim at target audience

- Discuss and information exchange to create a desire of attending to ACCA

by comment under each online article

Media:

- Create new topics on target

univeristies such as; Trade and Industry University, Diplomatic Academy, National Economics University, Foreign Trade University, Banking Institute, Financial Institute -Articles are written from different angles about the contest and ACCA

- The participant will write her Study’s Story, and sharing photos on facebook as well as on ACCA’s fanpage  High influence to her friend and ACCA’s targeted audience

August

Objective: - Award event of the

contest

-create a desire in target student

- Continue position ACCA as a large

scaled, classy and reputed educatio

organization

Form:

- Advertiorial & Editorial

-Maintain Intern’s Story & Sharring on

PR Angles in Online and Newspaper

The Young people and the desire to be asserted competence Interview the winner

Our students are not only trained in accounting and audit Interview the

Representative of ACCAWhat skills do young people need to be equipped to

become a good manager in the field of accounting and

auditing ?

Content with ACCA course functions

Article about the other presentations in the contest Findout the other special

aspect of the candidates

to exploit, link with brand ACCA

5 Steps to planning to become good manager in the future

for the field of accounting, auditing, financial Content with knowledges and skill that ACCA

equipTips to easily apply for a job at a large firm after graduation Content with ACCA’s

advice and information about course and skill

PR angles in Facebook

• Information about the awarding event

• Information about the winner

• Information teaser for mini-offline

• Information about mini-sharing experience offline

Detailed Plan

Form: Mini-offline

Location: A cosy café which has

private rooms

Attendance: students and parents of

potential groups, 5 target newspapers

- The participant shares the experience she gets from the trip

- EF consults the experience to

make influence on her friends

Offline for experience sharing

Group 1Studentsp Group 2Parents Group 3 Officer

học

Vnexpress-Giáo dục Vietnamnet – Giáo dục TienphongonlineDantri-Nhip song tre Cuộc sống Thường ngày

Đầu tưThơi báo ngân hàng Thời báo kinh tế Sài Gòn

Thời báo KTVNVneconomyTARGETED mEDIA

Phase 2

Phase 3

Attract the

public

Claim the quality

Make belief and concerns

111 million VND

161 million VND

70 million VND

THANK YOU!