group assignment subject digital marketing 2

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<b>FPT UNIVERSITY – CAMPUS HO CHI MINH</b>

<b>GROUP ASSIGNMENT</b>

SUBJECT: Digital Marketing 2

<b>Name of group memberStudent IDContribution (%)</b>

5. Nguyen Thị Ngoc Nhung SS170017 100

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1.For email marketing--- 8

2. For social media--- 10

D.Budget & Timeline:--- 11

I. Introduction

<b>A. Who am I ?</b>

For over 20 years, our virtual wallet, Payment, has been at the forefront of the digital paymentrevolution worldwide. With a two-sided network connecting consumers and merchants in over 200

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markets, we have built a payment system that serves millions of users globally.

<b>B. Target Audiences:</b>

This digital plan wants to increase interaction with student customers 18-24 years old. Therefore, thetarget customers are universities. Therefore, the survey from some students' ideas about usinge-wallets gives us real data to better understand customer behaviour and insight.

1.Customer Survey:

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Based on the information provided, as many as 83.9% of individuals may opt to utilize e-walletsinstead of traditional cash and credit cards. This percentage underscores the growing awareness andunderstanding of e-wallets among students and reflects the high level of trust that customers haveplaced in selecting Virtual Wallet as their preferred choice.

In this context, it becomes evident that Virtual Wallet is consistently prepared to accommodate guestpayments, thereby earning and maintaining the trust of its users.

Virtual Wallet has displayed remarkable activity in its endeavors to promote its products on socialnetworks, thereby securing the dominant market share of 67.7%. Consequently, the employment ofSearch Engine Optimization (SEO) emerges as a highly suitable strategy on various social platforms,including but not limited to Facebook, Google, and TikTok.

This strategic approach not only ensures that students can readily access the central message of ourcampaign, which seeks to redefine Virtual Wallet's brand identity as an indispensable part of theirdaily lives, but also fosters a heightened level of trust and recognition.

In addition to our online presence, Virtual Wallet has made significant inroads through mediachannels. It is noteworthy that our posts and videos on platforms such as Facebook and Instagramhave proven highly effective in reaching a substantial student audience. This has, in turn, engendereda potent word-of-mouth effect, leading to a remarkable 35.5% increase in our visibility and overallrecognition

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A significant 75% of customers associate VW with its independence from traditional cashtransactions.A noteworthy 71.9% of customers are aware of VW's reputation for offering attractivepromotions and incentives.An impressive 87.5% of customers recognize VW as a fast anduser-friendly option for their financial transactions.However, there is room for improvement, as only21.9% of customers perceive VW as a highly reliable choice.

Customers are attracted to Virtual Wallet through a range of factors, particularly incentives andconvenience. These findings inform our content strategy, with a specific focus on enhancinginteractions to benefit the company.

2. Insight Customer: From Individual Question.

Virtual Wallet offers a range of benefits that users greatly appreciate. Firstly, it alleviates concernsabout the loss of valuable property, making users feel more secure in their financial transactions.Additionally, it streamlines the process of handling small payments, reducing annoyance for users.Moreover, Virtual Wallet acts as a convenient memory aid, helping users ensure they have sufficientfunds, thus preventing situations where they might forget to bring enough money. These advantagesmake Virtual Wallet a trusted and user-friendly option for financial transactions

<b>Trust and Dependence:</b>

Mobile Integration: Virtual Wallet seamlessly integrates with mobile platforms, providing users withenhanced accessibility and control over their financial transactions. This level of integrationcontributes to a higher level of trust among users.

Robust Security Measures: Virtual Wallet prioritizes security, implementing a range of robust securityfeatures. This emphasis on safeguarding users' financial data reinforces trust and instills confidence inthe system's safety.

<b>Spending Optimization:</b>

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Virtual Wallet offers features designed to optimize spending. This capability is highly beneficial tousers as it helps them manage their finances more effectively. This aspect further contributes to thetrust and reliance placed on Virtual Wallet

<b>Digital Planning for Convenience:</b>

When communicating VW's digital planning approach to customers, it is imperative to highlight theenhanced convenience it offers. This includes facilitating payments for utilities such as electricity,water, and Wi-Fi, as well as providing incentives and discount codes to optimize the user experienceand financial management.

I. Campaign analysis

<b>A. Slogan</b>

"Your Money, Your Way: Payment Puts You in Control"

This slogan encapsulates the essence of Payment's objective by emphasising usercontrol and simplicity. It conveys the idea that Payment is all about giving youngusers control over their finances in a straightforward manner.

<b>B. Channel strategy:</b>

1.Email Marketing:

<b>Objective: send targeted emails to users, especially those in the 18-24 age range. These emails can</b>

include promotions, educational content, and updates on new features, emphasising Payment’'s role asa virtual wallet for daily transactions and reiterate what Payment is all about: A virtual wallet wherethe user's in control.

<b>Segmentation: Segment the email list into different categories based on user behaviour,</b>

demographics, and preferences.Therefore, we divide into 2 main types of users:● New users ( users who need educational content)● Active users( users interested in promotions)

<b>Formality: We will use email advertising through first-party content subscription; we can generate</b>

leads from social or search channels to a block page on their own digital properties and then we hopeto be able to convey our goals through this customer base.Beside,we will use The house listcampaigns are periodic emails sent to existing or inactive customers offering trials of services, newproducts or special promotions.

<b>Timing: Schedule emails to be sent at times when young users are likely to check their inboxes, such</b>

as in the early morning or evening.

2. Social Media:

<b>Objective: Utilise social media platforms like Instagram, Facebook, and Twitter to reach young users.</b>

Share engaging content, customer stories, and updates to reinforce Payment's brand voice and

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focusing on its target audience of young users (aged 18-24) who value independence, trust, andsimplicity

<b>Platform Selection:To maximize the effectiveness of our payment strategy, we will utilize the</b>

following social media platforms:

Instagram: This platform is particularly suitable for sharing visually appealing content, craftingengaging narratives, and highlighting user experiences.

Facebook: With its extensive user base, Facebook provides a broad reach to our target audience and

<b>serves as an ideal platform for sharing informative content and fostering engagement with our users.Campaigns: In order to effectively communicate our objectives to our customers, we will present the</b>

following three campaigns:

Financial Independence Campaign: This campaign will center on Payment's role in empoweringyoung users to gain control over their finances and achieve financial independence.

Back-to-School Promotion: In the lead-up to the school year, we will launch a campaign highlightinghow Payment simplifies expenses and payments for students, ensuring a hassle-free transition back toschool.

Local Business Support: Through this campaign, we will encourage users to support local businessesby utilizing Payment, underscoring the values of trust and community within our user base.

<b>C. Content strategy</b>

1.For email marketing

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The article employs a clever and humorous language style to create an engaging and relatableexperience for students. Alongside this, the use of colorful banners and posters, powered by moderndigital technology, ensures that students are presented with visually captivating and intriguing images.Within the article, key information about the virtual wallet workshop is seamlessly integrated,including details such as the workshop's location, date, and time. In addition, the article highlights theplanned workshop activities, offers a convenient registration link, and includes contact information forthe virtual wallet company. This comprehensive approach ensures that students have access to allnecessary details and can easily connect with the event and organizers.

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To run a mini-game on Workshop about virtual wallets with the message "Enable young users toseize financial control through payment with a virtual wallet."

- Like or Heart this post on Facebook- Tag three friends in the comments section.- Share this post in public mode

<b>Objectives for this minigame:</b>

- Find the potential customers- Build a relationship with customers- Change student’s mindset about virtual wallet

2. For social media

Running ads on Facebook and Instagram is a powerful tool to promote your product or service with awide audience on this popular social networking platform. In this case, we will focus on running adsto introduce Virtual Wallet, a solution that simplifies payments and spending management for studentusers.

Create engaging image or video posts on your business's Instagram account. Use relevant hashtagslike #backtoschool, #studentlife, #Payment Solutions to attract student opinions..

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Chương trình Khuyến mãi Đầu năm học: Đơn giản hóa Chi phí Sinh viên với Thanh tốn Dễ dàng

Bạn đã sẵn sàng để đạt thành tích trong năm học mới chưa? Chúng tơi có một thơng báo hấp dẫn dànhcho tất cả các bạn sinh viên!

Giới thiệu chiến dịch Đầu năm học của chúng tôi, tập trung vào việc tối ưu hố chi phí và thanh tốnđể đời sống sinh viên trở nên dễ dàng hơn bao giờ hết!

Với các giải pháp thanh tốn đơn giản của chúng tơi, bạn có thể chào tạm biệt sự phiền toái của việcquản lý tiền mặt hoặc phải xử lý nhiều phương thức thanh tốn khác nhau.

Dưới đây là những gì chương trình của chúng tơi mang lại:

Tùy chọn thanh tốn tiện lợi cho sách giáo trình, dụng cụ học tập và nhiều hơn nữa.

Giao dịch trực tuyến dễ dàng để thanh toán học phí, gói ăn trưa và các dịch vụ dành cho sinh viên.Quy trình thanh tốn an tồn và hiệu quả, mang lại sự yên tâm cho cả sinh viên và phụ huynh.Hãy tham gia vào cuộc cách mạng của những sinh viên tự tin kiểm sốt tài chính của mình!

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Để tham gia Chương trình Khuyến mãi Đầu năm học của chúng tôi, đơn giản chỉ cần:1 Like và chia sẻ bài viết này để lan tỏa thông tin.

2 Tag ba bạn sinh viên khác mà bạn nghĩ sẽ được hưởng lợi từ việc thanh toán đơn giản.

3 Bình luận bên dưới với mục u thích của bạn liên quan đến mặt hàng hoặc môn học trong thời giantrở lại trường.

Đừng bỏ lỡ cơ hội này để đơn giản hóa cuộc sống sinh viên của bạn. Hãy sẵn sàng vượt qua năm họcvới dễ dàng!

#BackToSchool #SimplifiedPayments #EmpoweredStudents #StudentLifeMadeEasy

D.Budget & Timeline:

1.Email Marketing

Our goal is to reach 5,000 students within a 2-month timeframe. To achieve this, we plan to leveragethe schedules of FPTU students, sending automated emails during a specific time window, which isbetween 9:45 AM and 10:30 AM. We intend to maintain a frequency of 1 email per week, resulting ina total of 8 emails sent over the course of 8 weeks.

In practical terms, this means we will dispatch a grand total of 40,000 emails to engage the 5,000FPTU students during the 2-month campaign. Our budget allocation for this initiative falls under"Package 04," which costs 2,300,000 VND per month, amounting to 4,600,000 VND for the full2-month campaign. The email delivery services will be facilitated through Bizfly.

2.Social Media

Run free web marketing ads on Facebook and Instagram platforms by designing campaignsImportant to track and adjust budgets over time. If your campaign performance is good, you mayconsider increasing your budget to optimize profits.

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