Group assignment IMC plan of fulbright university viet nam

Pick me girl

Group Assignment
IMC Plan of Fulbright University Viet Nam

Lecturer: Dư Tiểu Dương
Group: Pick me girl
Nguyễn Thị Cẩm Yến
Nguyễn Thị Thu Hồng
Đoàn Quốc Nhật
Chung Anh Hào

IMC Plan of Fulbright University Viet Nam


Pick me girl

Table of Contents
Executive Summary....................................................................................................................................... 3
General Introduction..................................................................................................................................... 3
Situation Analysis ...................................................................................................................................... 3
Market Analysis ..................................................................................................................................... 3
Market Environment (PEST Analysis) .................................................................................................... 4
Consumer Analysis ................................................................................................................................ 5
Competitor Analysis .............................................................................................................................. 5
SWOT Analysis........................................................................................................................................... 5
Strengths ............................................................................................................................................... 5
Weaknesses .......................................................................................................................................... 5
Opportunities ........................................................................................................................................ 5
Integrated Marketing Communications Plan ........................................................................................ 6
Marketing Strategies ............................................................................................................................. 8

Target Audience .................................................................................................................................. 10
Overall Communication Objectives .................................................................................................... 11
Overall Creative Strategy .................................................................................................................... 13
Media Strategies ................................................................................................................................. 14
Creative Executions ............................................................................................................................. 17
Activity Schedule ..................................................................................................................................... 19
Proposed Budget..................................................................................................................................... 20
Cost of digital content production ...................................................................................................... 20
Digital advertising costs ...................................................................................................................... 21
Cost of inviting KOLs ........................................................................................................................... 21
“Speak yourslef” Fund......................................................................................................................... 21
Expectations and key results after IMC plan execution.......................................................................... 22
Exhibits .................................................................................................................................................... 22
Reference ................................................................................................................................................ 28

IMC Plan of Fulbright University Viet Nam


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Executive Summary
Right before Vietnam and the US normalized relations in 1995, since 1994 with the cooperation
between the University of Economics Ho Chi Minh City and Harvard Kennedy School (Havard University)
Fulbright Economics Teaching Program (FETP, now the Fulbright School of Public Policy and
Management) of the Vietnam Program at Harvard University. After 20 years of existence, Fulbright
School was upgraded to Fulbright University, which was seen as a testament to the extensive
development of the Vietnam-US relationship. For the first time, the concept of Fulbright University
Vietnam was mentioned in the Joint Statement of Vietnamese President Truong Tan Sang and US
President Barack Obama on July 25, 2013. In June 2014, the established policy of Fulbright University
Vietnam was approved by the Government of Vietnam. In July 2015, during the visit of General

Secretary Nguyen Phu Trong to the US, Fulbright University received an investment certificate from Ho
Chi Minh City to be built on 15 hectares of land in the high-tech park of Ho Chi Minh City. On May 16,
2016, the school establishment license was officially signed.

General Introduction
Right before Vietnam and the US normalized relations in 1995, since 1994 with the cooperation
between the University of Economics Ho Chi Minh City and Harvard Kennedy School (Havard University)
Fulbright Economics Teaching Program (FETP, now the Fulbright School of Public Policy and
Management) of the Vietnam Program at Harvard University. After 20 years of existence, Fulbright
School was upgraded to Fulbright University, which was seen as a testament to the extensive
development of the Vietnam-US relationship. For the first time, the concept of Fulbright University
Vietnam was mentioned in the Joint Statement of Vietnamese President Truong Tan Sang and US
President Barack Obama on July 25, 2013. In June 2014, the established policy of Fulbright University
Vietnam was approved by the Government of Vietnam. In July 2015, during the visit of General
Secretary Nguyen Phu Trong to the US, Fulbright University received an investment certificate from Ho
Chi Minh City to be built on 15 hectares of land in the high-tech park of Ho Chi Minh City. On May 16,
2016, the school establishment license was officially signed.

Situation Analysis
Market Analysis
The private education market for Vietnamese students has a compound growth rate of
11% in 2016-2020 and is forecasted to continue to multiply in the coming period.
Notably, in 2020, the private education market in Ho Chi Minh City is estimated to reach
about VND 15,200 billion. (Thảo Anh, 2021)
As an independent university with 100% foreign investment under the sponsorship of
the US Government and operating not for profit, Fulbright University aims at liberal arts

IMC Plan of Fulbright University Viet Nam

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education, Fulbright's potential customer market is quite diverse, with a mixed structure
of ethnicities, professions, socio-economic backgrounds, and genders. The FUV goal is to
become the first choice of students in Vietnam. On the other hand, if students have the
ability, but their family circumstances do not allow them to study at FUV, they can still
attend Fulbright with the wall's financial aid program. Carrying out the mission of
"Redefining the University" Fulbright does not specialize in training in one field but
orients education under the multidisciplinary lens of the liberal education model. This
model is suitable for students who are unsure which field they are interested in and
want to spend time at university discovering themselves, building a comprehensive
knowledge base in many fields, and practicing their skills to self-study. Otherwise, those
who already know what they are interested in studying can also learn about that field
under a multidisciplinary lens in projects.

Market Environment (PEST Analysis)
Political
With the current political stability as well as the backing of both the Vietnamese and
US governments, Fulbright will have no problems in policy and legal issues.
Economics
• The domestic private education market has a compound growth rate of 11% in
2016-2020 and is forecasted to continue to grow rapidly in the coming period.
• Fulbright University Vietnam is an independent university with 100% foreign
investment under the sponsorship of the US Government, operating not for profit.
• The total investment of Fulbright University is expected to be about 70 million
USD (Thanh Tuấn, 2015). In the first phase, the school's operating budget was
mainly based on US$ 17 million in aid's US government.
Social
• The institutional novelty and the liberal education model itself in Asia is also an
obstacle related to sustainability. However, within Asia, liberal arts institutions are
increasing dramatically, leading to inter-regional cooperation.

• Unlike the West, we Asians are still obsessed with graduate employability and
the constant discussion about the practicality of degrees. (Fulbright, 2019)
Technological
• Fulbright University was built on an area of 15 hectares in Saigon Hi-Tech Park
with a system of modern imported equipment. (Fulbright, 2018)
• Educational technology places a great deal of emphasis on investing in
Vietnamese teaching staff and curricula. During the first 15 years, these two school
centers have received support and transfer of experience from Harvard University
with the most rigorous academic standards. From this foundation, FSPPM is

IMC Plan of Fulbright University Viet Nam


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constantly innovating, developing curricula, thereby gaining international
accreditation, standing among the top public policy schools in the region
Consumer Analysis
•
Fulbright University's customers are Asian families with innovative, nontraditional thinking characteristics. FUV does not require a high income because there is
a financial support policy.
•
Fulbright University students aged 16-28 are often unsure what field they are
interested in and want to spend their time in college discovering themselves to build a
foundation of knowledge. For example, comprehensive expertise in many fields,
practice skills to self-study and change jobs in the future, or students already know
which field they like to study and want to learn about that field under a multidisciplinary
lens according to their needs form of projects. In addition, students who have finished
their undergraduate programs and want to experience the international environment
can still study Fulbright under the graduate system.
Competitor Analysis

In Vietnam, only two universities, Fulbright University and Vietnam Japan University
(VJU) under the Vietnam National University, Hanoi, have declared to uphold the liberal
spirit and apply the model liberal higher education. It can be seen that the competition
of this model in the Vietnam market and Asia is not high. However, it seems that the
future of the liberal arts higher education model has not been clearly defined, and there
are still many difficulties in its implementation and facing the overwhelming
competition of the traditional education model.

SWOT Analysis
Strengths
•
Be one of the few universities in Vietnam that teaches liberal arts, providing
knowledge and life skills to help students prepare for the future.
•
There are many financial support policies for many students with different
conditions.
Weaknesses
•
Tuition fees are pretty high compared to other universities in Vietnam.
Meanwhile, the living standards and economic conditions in Vietnam are not so
outstanding. Therefore, tuition fees will be one of the problematic conditions hindering
the opportunity for many students who want to access education from Fulbright.
•
The educational method is still strange, and the brand awareness of Fulbright is
still not high in the Vietnamese education market.
Opportunities
•
•

More and more people are interested in liberal arts education.

Many people like to study in an international environment in Vietnam.

IMC Plan of Fulbright University Viet Nam


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•
Liberal education environment is being widely developed in Asia, creating many
conditions for Fulbright to develop and have opportunities for cooperation between
countries.
Threats
•
Liberal education has not been popularized in Vietnam, so Fulbright will face
many difficulties implementing and developing this model.
•
Distinct individualism.
•
The cost of hiring teachers in Vietnam is expensive, and professional, highly
qualified teachers are scarce.
•
There are some competitors that also have a student-friendly international
education environment and apply liberal arts.
Integrated Marketing Communications Plan
Marketing Objectives
For Fulbright VN to successfully compete in the higher education industry, we need to
strengthen our marketing communications to demonstrate our competitive advantages,
build and nurture credibility among our customers, and simultaneously increase
interaction and communication between the target audience and the brand. Unlike the
existing marketing communications plan, this IMC plan proposes various methods to
enhance communication. This plan follows the Information Processing Model to address

the problems Fulbright is currently facing. The big picture for this IMC plan is to
penetrate the Vietnamese market and position the brand and promote the brand in the
higher education industry in Vietnam. To this end, our goals must focus on gaining a
larger market share and increasing consumer loyalty among potential and current
Fulbright customers. The main objective that must be achieved to accomplish these
goals is to establish a brand image for the students and the reputation of Fulbright. The
perceived primacy of the Fulbright brand in liberal arts is a competitive advantage that
can be leveraged through market penetration efforts.

IMC Plan of Fulbright University Viet Nam


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(Those who know and do not know about Fulbright University are not yet high)
First, we want to focus on increasing Fulbright's brand recognition in the hearts of
customers. We also surveyed 150 people aged 16-28, and we found that the number of
people who did not know and who knew about the Fulbright brand did not differ
significantly. (45.3% unknown and 54.7% known). We believe that the IMC program will
help the brand promote its image, attract customers and become an impressive mark
for customers. In addition, in Vietnam, according to statistics from the Ministry of
Health in 2017, 15% of the population has problems with anxiety disorders, depression,
and stress disorders, corresponding to over 10 million people (Nghi Nghi, 2021). We find
that most people in the Millennial group are going through periods of psychological
crisis for three reasons: pressure from parents (21.3%), pressure from social networks
(17.3%), and pressure from uncertainty and instability. (91.3%).
Based on the survey, we can see that most people feel insecure and worried about the
future. When social networks develop and every article, online society promotes wealth,
material things, luxury goods, and luxurious life. Logically, young people will become
stressed because they have to run in the race with the pace of life to earn money,
stabilize a career, have a happy, prosperous life that the modern generation of people is

trying to achieve. Through this IMC plan, Fulbright hopes to contribute to helping people
who are suffering from anxiety disorders, helping them overcome their psychological
struggles to reintegrate into the community. At the same time, Fulbright realizes that
most universities in Vietnam do not have liberal arts programs or student psychology
departments, which will be an excellent opportunity for Fulbright to implement
recruitment plans, engage students. Hence, Fulbright can develop a psychological
support room, spreading a new educational approach to all schools so that schools can
review and include student psychological problem activities in their plan of support.
With the criteria and desire to create an open and friendly environment, the IMC Plan
called "Speak Yourself" will help the Millennial group become more potent because they
dare to speak up to share stories and fight for their own emotions.

IMC Plan of Fulbright University Viet Nam


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(Results of a survey to find out the causes of anxiety in 16-28 year olds)
Marketing Strategies
This IMC plan targets demographic segmentation, psychographic segmentation, and
geography in Hanoi and Ho Chi Minh City.
Demographic Segmentation: Demographics are an essential factor contributing to
strategic analysis and helping campaigns receive well to the right audiences. As a
university with an international educational environment, the target audience that
Fulbright targets are young people studying in high school and wishing to choose a
suitable environment. In addition, parents also play a massive role in influencing their
children's decisions. Therefore, parents are also one of the target audiences that
Fulbright's IMC campaign cannot ignore. Besides, for private schools, tuition fees are
also a massive problem for most households in Vietnam. According to information from
Fulbright University, the academic level in 2021-2022 is at a high level compared to the

general level, about 450-550 million VND a year. Therefore, the campaign must consider
more carefully the target students to be practical and satisfy the original goal of the
campaign.
Psychographic Segmentation: An international learning environment is always the
dream of many young people. Moreover, at the time of globalization, the need to
experience, develop, and interact with foreign cultural environments is always
concerned. Therefore, it is a vital segmentation that we cannot ignore. The first thing to
mention is the foreign language. Nowadays, English is a popular language and a soft skill
that everyone should have. However, it is a pity that Vietnam still does not have an
environment to support students to practice English regularly and confidently. Besides,
English textbooks in Vietnam mainly focus on theory and grammar but forget about
listening and speaking skills. Therefore, the international university environment will be

IMC Plan of Fulbright University Viet Nam


Pick me girl
desirable to practice the skills and improve the language that all students desire. In
addition, in the Vietnamese educational environment, although students are very eager
to share stories and answer psychological problems in life, liberal education programs
are still not widespread. Therefore, school-age psychophysiological issues and the
pressures from life leading to psychological diseases have not been given much
attention and importance.

(Most students want to experience liberal education methods)
Geography Segmentation: Fulbright's IMC campaign needs to pay attention to
Geography Segmentation to segment the audience in line with the long-term goals of
the business. Specifically, the IMC plan only focuses on leading development in the two
largest cities of Vietnam, including Ho Chi Minh City and Hanoi Capital. At the same
time, these two cities are also home to a developed economy, a large population, and a

large concentration of students. Fulbright VN wants to focus on developing liberal arts
education to help young people in this generation reduce anxiety and become leaders.
This plan will reach segmentation targets through social media, direct marketing,
advocacy marketing. According to the Information Processing Model, the goal is divided
into stages and implemented as follows:
Present: Released TVC to understand how the psychological problems of anxiety
disorders in Millennials have dangerous manifestations and are silently affecting
people's lives and health. At the same time, bring positive solutions to psychological
problems at Fulbright University and combine the development of the "Speak Yourself"
campaign to spread.
Attention: Launching CSR Campaign on Facebook. Share your worry story with the
hashtag #Speakyourself and mention the official fan page of Fulbright University

IMC Plan of Fulbright University Viet Nam


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Vietnam. With each post, you have donated 5k to the fund to support the development
of psychological health support rooms at high schools.
Comprehension: Invite Ph.D. in psychology to organize future career orientation
sessions live stream on platforms such as Facebook and Youtube.
Yielding: Open online Open-day activities for young people and parents interested in
liberal arts education at Fulbright University. Retention: Start Challenge Week on TikTok
with the hashtag #Speakyourself #FulbrightVN. With each set of hashtags, you will
contribute 5k to the fund to support the development of psychological health support
rooms at high schools.
Retention: Start Challenge Week on tiktok with the hashtag #Speakyourself
#FulbrightVN. With each set of hashtags, you will contribute 5k to the fund to support
the development of psychological health support rooms at high schools.
Behavior: Bringing news coverage of the campaign to influence the behavior of the

target audience profoundly.
Position the IMC plan with the slogan "Speak yourself '' with the hope that young
millennials can have more courage to share stories, to be heard and empathize not only
with interested audiences but also with their family and friends. That is also an issue
that Fulbright University cares about and focuses on developing. Through this plan,
Fulbright wishes to raise awareness about psychology and liberal arts education in
Vietnam, and at the same time, promote a new educational method. This is the school's
P.O.D, promoting the Fulbright brand image in the higher education market in Vietnam.

(Those who have psychological problems often do not share)
Target Audience
The IMC campaign's target audience is those at the end of the millennial generation,
aged between 16-28 years old. This group includes people about to enter the university,
people studying at university but feeling disoriented, lack of motivation to learn, and
people that completed a university program but desire to receive a liberal arts
education and be trained to cope with the challenges in life throughout postgraduate.

IMC Plan of Fulbright University Viet Nam


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At the same time, the campaign will focus mainly on two large cities with large
populations and high levels of economic development and investment in education,
including Ho Chi Minh City and the capital Hanoi. In addition, the IMC plan will also
target parents interested in the liberal arts program and the mental health issues of
their children in the learning environment.
Overall Communication Objectives
Customer insight
The IMC plan is aimed at people who have psychological problems and need to
develop soft skills to master themselves in the future. Those desires will promote

the need to integrate into a new educational environment, where students can
overcome personal problems and develop comprehensively from knowledge to
skills.
Big Idea
The fast pace of social life is one of the significant influences on the spirit of most
young people, especially the Millennials. Moreover, psychological problems in
Vietnam have not been considered and studied to solve. According to our research,
most people choosing to commit suicide have some reasons such as: business loss,
failure in romantic relationships and friends, pressure from study problems,
pressure from parents' expectations, pressure from a heartless society with a series
of statuses such as body shaming, bullying, racism, LGBT discrimination or worse,
sexual abuse. According to Master Doctor Nguyen Thi Thanh Mai, mental illnesses
such as schizophrenia, paranoia, anxiety disorders, personality disorders are also
pathological causes of suicide (Le Minh Thuy, 2021). Because of the severe
consequences of anxiety disorders in Millennials (anxiety disorder leading to
depression), we believe that liberal education methods or student psychology
rooms are essential and urgent. According to a report by the Institute of Mental
Health, Bach Mai Hospital, in 2017, the number of people who committed suicide
due to depression in Vietnam reached nearly 40,000 people. The report also adds
that about 30% of the Vietnamese population has mental disorders, 25% of which
are depressive diseases. (Son Ha - Thu Thuy, 2021). Through the survey, most young
people have psychological problems to varying degrees, and among them, there are
many manifestations of anxiety disorders, depression, even self-harm to give the
feeling of existence, which is a dangerous warning for parents and schools.

IMC Plan of Fulbright University Viet Nam


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(Young people almost all show signs of psychological problems)

(Most of you spend more time alone than sharing)
We believe that the IMC campaign called "Speak Yourself" can contribute and help
an anxious generation of Millennials fight on their own and speak their inner voices,
express their feelings and the pressures that we are carrying. Finally, they can
overcome the "black dog" of depression. This campaign helps educate and warn
society about the harmful effects of psychological diseases and brings sympathy and
sharing to those in a hostile and anxious state. The IMC plan is called Speak Yourself,
and this is also the main slogan of the campaign. We want to convey the message of
being strong, daring to confront and fight with psychological problems, dare to
share to find solutions, dare to be vital to life. We believe that each individual has

IMC Plan of Fulbright University Viet Nam


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different stories, different pains, and as long as you dare to share, dare to seek help,
you will be able to overcome and move on with your life happily.
Main Goal
Through this IMC campaign, Fulbright hopes that the brand can raise target
customer awareness, increase brand recognition in the education market in
Vietnam, help the school attract more audiences, and become the number one
choice of students. At the same time, this campaign can help solve the problems of
the Millennial generation who are facing negative psychological states. We believe
that psychological health and liberal arts education are essential things for the new
generation, helping people master themselves, confidently live with personality,
confidently share, and be willing to listen.
Overall Creative Strategy
TVC: TVC's goal is to introduce liberal arts education, Fulbright's concern for students'

mental health, which is an important part of the plan to help the brand be positioned in
the market, increasing brand recognition in the minds of target audiences.
We choose to produce TVC in the style of reality shows. We want to convey that
sometimes sharing, expressing, and saying your problems out loud are not a very big
deal. Somewhere in this life, there are people who love us and want to help us. We
hope TVC can convey the message to those people who are having psychological
problems: you don't have to try to hide your sadness and hold your hurt close to your
heart. You also do not need to be afraid because those who really love and want to help
will sympathize, listen and accept the "black dog" inside you. At the same time, we also
want to advertise the image of the psychological support room at Fulbright University,
help to show that except for quality and learning outcomes, Fulbright also cares about
the psychology of students, always try to help and find ways to shorten the distance,
bring people closer together.
Direct Marketing: Open Day activities through Webinar
The campaign was started from September 2021 to November 2021. This time is a
period of social distancing. After social distancing, mass gathering activities still carry
many potential risks of disease transmission and have not yet been widely permitted by
the government. Therefore, direct marketing can only operate on online platforms,
helping to bring new experiences and mutual understanding (between Fulbright and the
target audience). In addition, this activity can help students, students, and parents
interact with the university, ask and answer questions that remain unanswered.
Besides, marketing campaign also plays a significant role in influencing the effectiveness
of Fulbright's IMC campaign. The "Speak Yourself" movement wishes to mobilize young
people to share their stories about issues around worries and boldly share their own
problems in life. We believe this will be a series of campaigns to help young people
empathize, share and spread messages to everyone around. All interactions with

IMC Plan of Fulbright University Viet Nam

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Fulbright's "Speak Yourself" campaign will help convert into money to contribute to the
social fund, help to develop and build a school psychology support room at high schools.
Media Strategies
TVC
• Idea: Fulbright University's Department of Psychological Problems invites
students with anxiety disorders, who are having problems affecting their lives but
are not brave and strong enough to share with their parents to a small room with a
white background. At the same time, they also silently invited the parents of
students to a secret gray room to monitor, observe and listen to their children's
unheard thoughts. Students were asked questions such as "What education level
are you studying at Fulbright University", "What is the cause of your current
situation?", "Have you ever shared your story with anyone?", "Use three nouns to
describe your state of mind recently", "The worst thing you had ever done to
yourself when you got anxiety disorder?", "How long has it been since you sat down
to talk seriously with your parents?" After a while of thinking and answering, the
program organizers will invite the presence of parents. Parents seem to have a
better understanding of their children, and children seem to have realized the love
and sympathy from their parents. The two had tight hugs and even tears.
• Characters: 3 students (2 undergraduate, 1 graduate), 4 parents
• Props: A chair
• Space: the room has two compartments with two opposing colors: white - gray
• Shotlist

Session Background

Time

Intro

4s

Psychologists are inviting interviewees into the room (1 male, 1 female, 1
LGBT community member)

Scene1 The logistics friends invited parents into the secret room to monitor the
interview

4s

Scene2 Students answer questions, parents sit in the room listening

30s

Scene3 Parents are invited to the room to meet their children unexpectedly

5s

Scene4 Students surprised

3s

Outro

5s

Parents and children hug each other

IMC Plan of Fulbright University Viet Nam

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• TVC release channel: Youtube and Facebook Youtube: will be officially released
on Fulbright's main Youtube channel. The target audience (parents, students) who
wish to learn about the university and find information for the appropriate majors
can refer to and understand more about the activities, facilities, and utilities to
support and serve students. Besides, this TVC will make a big difference and
impression on target customers because the message conveyed by TVC brings a new
direction and goal to help solve student psychological problems. Currently, in
Vietnam, most universities still do not have school psychology departments. The life
pressure, work, and study problems are still quite complicated that students have to
face. As a result, Fulbright was able to build strong impressions of an ideal learning
environment: excellent academic quality coupled with a deep concern for students'
mental health on the part of the university.
• We will proceed to pay to advertise TVC on the Youtube platform. The methods
used are In-stream select and standard.
• Sponsor TVC on Facebook in the form of video ads and Facebook lead ads.
Marketing Campaign (CSR)
After launching the TVC campaign to spread across the media, we will enter a
second phase. First of all, the goal of TVC is to spread the activities of Fulbright's
IMC plan, communicate about upcoming CSR activities. At the same time, to
communicate the campaign to introduce liberal arts education and deep interest in
school psychology, we also want to combine the introduction of Fulbright University
to the target audience all over the world. Vietnam (mainly focusing on Hanoi and Ho
Chi Minh City). The period after TVC is also extremely important, marking the
impressions and memories in the audience's hearts. The type applied at this stage is
marketing communication, running marketing campaigns. With the desire to
contribute to the fund to support the development of psychological health support
rooms in high schools, we developed and launched a campaign called Speak
Yourself. The movement is not limited to participants. They just need to share a

story on social networks (Facebook, TikTok) related to mental illnesses, their own
worries or tell about how they and those around them overcome Through signs of
mental illness and attaching hashtags #Speakyourself and #Fulbright, participants
can contribute 5K to the fund.
This campaign has contributed dramatically to helping Fulbright become more
known and has a profound meaning: assisting high schools in setting up psychology
departments to support their student problems in the learning environment. We
find that, in addition to Millennials, the GenZ generation also has many pressure
problems. Although this is a CSR activity, commercial goals are still of great interest.
Fulbright University operates with the criteria of putting the interests and
satisfaction of students first. Fulbright cares not only about the quality of learning
but also about the mental health of its students. We not only want to solve the

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health problems of Millennial students studying at Fulbright, but we also hope that
through this campaign, we can attract more students and parents who are
interested and choose Fulbright as an ideal learning environment as well. The
Foundation for Liberal Education in High School is one of Fulbright's ways to
advertise images and increase brand awareness. As a result, students who do not
know Fulbright can also have more opportunities to refer to the school, or those
who know Fulbright can have more interest and hope in the educational
environment at Fulbright.

(A lot of students at many schools only rate the learning environment as average
and good, the number of students who give absolute marks is still low)
a. Direct Marketing
• Organize a webinar "Speak yourself" to invite psychologist Dr. Nguyen Hoang

Khac Hieu on Facebook and Youtube platforms.
• Organize online open days to increase the liberal arts experience for those
interested in this education.
b. News
Buy 40s news reportage on VTV1 and HTV9. We believe that this action can help
Fulbright be recognized and appreciated for its prestige, professionalism and
excellence.

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Creative Executions
Poster campaign

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Story board

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Activity Schedule
Stage

Time

Detail

Explain

Stage 1
(Present)

5/9 - 8/9

Run TVC on
Facebook, Youtube
and TikTok

Demo attracts people
to Series

Promoted Video
Phase 2
(Attention)

9/9 10/10

Launch campaign “Speak
yourself” on Facebook.
Collaborate with
Influencers

Phase 3
30/9 (Comprehension) 7/10

Create attention
Increase people's
awareness

Organize webinar “Speak
yourself” on facebook and
youtube flatform

Create attention
Increase people's
awareness

Phase 4
(Yielding)

8/10 15/10

Organize Open day Online on
Zoom platform

Increase people's
awareness and
experience

Phase 5
(Re - attention)

16/10 23/10

Start Challenge week “Speak
yourself” on Tiktok

Create attention

Collaborate with
Influencers

IMC Plan of Fulbright University Viet Nam

Increase people's
awareness


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Stage 6
(Behavior)

27/10 và
28/10

Current news on channels VTV1
and HTV9

Create attention
Enhancing confidence

Proposed Budget
Total Cost

Number
1
2
3
4

Gategory
Cost of digital content production

Price
137,360,000

Digital advertising costs
Cost of inviting KOLs
“Speak yourslef” Fund
Total

2,098,800,000
36,300,000
2,000,000,000
4,272,460,000

Cost of digital content production

STT Type

Form

Unit

1

Single post,
content web
post

Post

Set of
keyword

Session
A 60s
piece of
music
Clip

2

Social
Media
(Content
Creation)
Keyword
Research

4

Seeding
Group

Video viral

5

Webinar

Keyword
running
campaign
Pack of post
interaction
Content
video
Online event

6

Beat

Music

7

Tiktok
content

Short clip
content

3

Unit Price
(VNĐ)
500,000

5,000,000

Quantity Total
Amount
(VNĐ)
15
7,500,000

1

5,000,000

Post

3,000,000

3

9,000,000

Video

100,000,000

1

100,000,000

2,000,000

5

10,000,000

2,000,000

1

2,000,000

500,000

5

2,500,000

VAT
(10%)
Total

1,360,000

IMC Plan of Fulbright University Viet Nam

137,360,000

Pick me girl
Digital advertising costs

Deployment
channel

Ad Type

Form

Unit Price

Facebook

Promoted CPV
Video
Sponsor
CPM
content

Video
views
Post
impression
s
Video
views

8,100

Interaction
s with
hashtag
40s Report

1,700,000,00
0

1

1,700,000,00
0

20,000,000

2

40,000,000

VAT (10%)

190,800,000

Total

2,098,800,00
0

Facebook

Youtube/Tikto
k

Tiktok

VTV1/HTV9

Youtube
ads/
Tiktok
ads
Challeng
e week

CPV

Trọn
gói

Report



Quantity

100,000

7,000

Total
Amount
(VNĐ)
81,000,000

1,000 7,000,000

8,000

100,000

80,000,000

Cost of inviting KOLs

STT KOL’s name
1
2

Content

Nguyễn Hồng Speaker
Khắc Hiếu
Quang Đăng
Dance
choreography

Unit
Session

Package
deal

Unit Price
(VNĐ)
5,000,000

Quantity
5

Unit Price
(VNĐ)
25,000,000

8,000,000

1

8,000,000

VAT
(10%)
Total

3,300,000

Record 1 Tiktok
clip

36,300,000

“Speak yourslef” Fund
The budget for the "Speak yourself" fund for the opening of psychological counseling offices at high
schools in Ho Chi Minh City and Hanoi is 2,000,000,000 VND.

IMC Plan of Fulbright University Viet Nam


Pick me girl

Expectations and key results after IMC plan execution
•
•
•
•
•
•

The campaign reaches over 1 million people.
TVC views on Youtube are over 500,000 views.
TVC views on Facebook over 1 million views.
Rating Point on news reports reached 8-9 point.
Campaign participation reached 2 billion donations.
Enrollment rates are up 80% from last year.

Exhibits

IMC Plan of Fulbright University Viet Nam

Pick me girl

IMC Plan of Fulbright University Viet Nam


Pick me girl

IMC Plan of Fulbright University Viet Nam


Pick me girl

IMC Plan of Fulbright University Viet Nam