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Tran Cam Anh - Romitvn - Proposal

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Tran Cam Anh - Romitvn - Proposal

  1. 1. COMM2386 - Interdisciplinary Communication Project Lecturer: Landon Carnie Due date: 2 July 2011Romit.vn - Online magazineCampaign proposalCao Thi Kim Thanh - s3259090Huynh Hong Hai - s3255262Tran Cam Anh - s3255253Nguyen Doan Doan Uyen- s3246070Nguyen Thi thao ly - s3210355Mai Tran Tien Dat- s3245920Nguyen Thi Uyen Chi - s3259128Dinh Nguyen Thuy An- s3258109
  2. 2. CONTENTSExecutive summary ....................................................................................................................................................... 5Situation analysis ........................................................................................................................................................... 6SWOT analysis ............................................................................................................................................................... 7Opportunity statement ................................................................................................................................................. 7Target publics ................................................................................................................................................................ 8 Primary target publics: RMIT students and lecturers. ............................................................................................... 8 Secondary publics: RMIT alumni and potential students .......................................................................................... 8Communication goals .................................................................................................................................................... 8Objectives ...................................................................................................................................................................... 9Key message .................................................................................................................................................................. 9Action plan .................................................................................................................................................................... 9 Events ........................................................................................................................................................................ 9 Lecturer of the week ............................................................................................................................................... 10 About my course ..................................................................................................................................................... 10 Student Style ........................................................................................................................................................... 11 Fun facts .................................................................................................................................................................. 11 Newsflash ................................................................................................................................................................ 11 Promotion using social media ................................................................................................................................. 11 Promote the website by social network: Facebook & Twitter. ........................................................................... 11 Launch event ........................................................................................................................................................... 12 Freebies ............................................................................................................................................................... 12 Event .................................................................................................................................................................... 12Member roles .............................................................................................................................................................. 13 Content group ......................................................................................................................................................... 13 Design group............................................................................................................................................................ 13 Finance group .......................................................................................................................................................... 13Risk management and Social Media Policy ................................................................................................................. 14 1.1 Lack of contribution from readers .................................................................................................................... 14 Description .......................................................................................................................................................... 14 Solution ............................................................................................................................................................... 14
  3. 3. 1.2 Profanity ............................................................................................................................................................ 14 Description .......................................................................................................................................................... 14 Solution ............................................................................................................................................................... 15 1.3 Lack of human resources ................................................................................................................................... 15 Description .......................................................................................................................................................... 15 Solution ............................................................................................................................................................... 15 1.4 Decline to contribute from clubs, lecturers ....................................................................................................... 15 Description .......................................................................................................................................................... 15 Solution ............................................................................................................................................................... 16 1.5 Credibility .......................................................................................................................................................... 16 Description .......................................................................................................................................................... 16 Solution ............................................................................................................................................................... 16Social Media Policy ...................................................................................................................................................... 17 For Editors (Romit.vn team) .................................................................................................................................... 17 Be responsive ...................................................................................................................................................... 17 Be nice ................................................................................................................................................................. 17 Be grateful ........................................................................................................................................................... 17 Be helpful............................................................................................................................................................. 17 Be reliable ............................................................................................................................................................ 18 Be romit.vn .......................................................................................................................................................... 18 For Readers/Contributors ........................................................................................................................................ 18Budget ......................................................................................................................................................................... 19Milestones ................................................................................................................................................................... 19Timeline ....................................................................................................................................................................... 20Evaluation methods ..................................................................................................................................................... 21 Survey: online and paper ......................................................................................................................................... 21 Website hits. ............................................................................................................................................................ 21Collaborative Contract................................................................................................................................................. 22 Keep in touch ........................................................................................................................................................... 22 Do your job .............................................................................................................................................................. 22 Back up your work ................................................................................................................................................... 22
  4. 4. Show respect to your teammates ........................................................................................................................... 23 Help each other ....................................................................................................................................................... 23 Ask for help & Speak up! ......................................................................................................................................... 23 Work hard! Learn hard! ........................................................................................................................................... 23Reference: ................................................................................................................................................................... 24
  5. 5. EXECUTIVE SUMMARYThe purpose of this campaign is to provide information to students in RMIT University in aninformal way. It is due to the fact that RMIT students are lacking of awareness about universitynews and most of them find the intranet is not informative and not interesting. Studentsusually have to spend much time and efforts to ask their friends about study experiences todecide which courses are suitable for them since the course information on the intranet onlyprovide general description, not the full insights, which makes it hard for the students to pick acourse. It is shown from our research that many students want to get closer to their lecturers,but they do not know how to.The romit.vn - Online magazine campaign will be run from 12nd July 2011 to 26th August 2011.With a huge budget – 6million VND for the online social media marketing campaign, SmellyJackfruit team will have a chance to reach the wide target publics in RMIT easily. The main goalof the online magazine campaign is to build up two- way communication among RMIT studentsand lecturers. We need to achieve 60 percent of Professional Communications students, 30percent of students in other programs and 10 percent of lecturers to make them be aware ofour website in the last 2 weeks. In order to achieve these objectives, other tactics such aswearing costumes, giving freebies, creating online contest, and so on will focus on promotingthe website. Last but not least, we will use other prominent social networks such as Facebookand Twitter to launch information widely and connect more people about it.
  6. 6. SITUATION ANALYSISWhen we were brainstorming a topic for our campaign, we reflected on our 5 semestersstudying at RMIT Vietnam (RMIT) to see what we should and could do to benefit RMIT students.The first thing ocurred to us was that we had to take elective courses in our program and we allstruggled asking our friends’ study experiences to decide which course to take. The secondthing was that we did not know much about our lecturers even though we had been studying atRMIT for 5 semesters. Those information are not clearly posted on RMIT Intranet(online.rmit.edu.vn) which makes us feel that it is not very informative. As a result, we decidedto carry out a quick survey research on 100 RMIT students in Saigon South campus to seewhether other students also think the same. The survey covers differentaspects of the Intranet, what RMIT students want to read about RMIT, what kind of socialmedia networking sites they use and whether they want to get to know more about theirlecturers.The statistics indicates that 70% of the respondents want to have better relationships with theirlecturers and know more about them besides academic aspect, such as their hobbies, interests,etc. Only 23% of the respondents read news on the Intranet. Most of them think that RMIT’sIntranet is not very informative and interesting. 79% is very much interested in reading newsabout RMIT from students’ perspectives and they think that it is interesting to have anonline news website created by RMIT students.From the research results, we think that there should be an online platform where students canread news about RMIT from other students’ perspectives. Furthermore, this platform will alsoprovide the students information about their lecturers as well as all the coursesin our university. This website will not be like RMIT’s Intranet. The content will be createdmainly by contribution from RMIT students. They will share their experiences, what they know,what they hear to other students. From those concerns, we decided to create a website toshare RMIT updates.However, the website will be useless if nobody knows about it. As a results, a communicationcampaign using social networking sites is needed in order to promote and make RMIT studentsknow about the website.
  7. 7. SWOT ANALYSIS Strengths Weaknesses  The campaign’s workload requires large All team members are active on various group of people, while the team has only 8 social networking sites. people → it might be overloaded. Team members experience the  All 8 team members are inexperienced in shortcomings of RMIT Intranet like other running campaigns. students, therefore they know what to offer to to RMIT students The website is written in informal tone, hence students might find it interesting. Opportunities Threats  Negative comments from students Many RMIT students use social  Website server might be down and none networking, such as Facebook, Youtube, of team members has good knowledge Twitter, Zing.Me, etc. This is an advantage about IT. because this campaign will only use social  Facebook is the most popular social media to promote the website. networking site among RMIT students. RMIT students find RMIT’s Intranet not However, Facebook is being loosely informative and interesting. blocked which might prevent us from A lot of RMIT students are interested in a reaching RMIT students. website made by students to read news about RMIT.OPPORTUNITY STATEMENTThe opportunity that we have is that a large group of RMIT students are interested in having anonline website where they can share their learning experiences and read news written by RMITstudents, while RMIT intranet is not very informative and interesting.
  8. 8. TARGET PUBLICSPRIMARY TARGET PUBLICS: RMIT STUDENTS AND LECTURERS.As mentioned above, the website’s content will be created by RMIT students. This website willcontain information that are useful to RMIT students, such as full insight of courses’information, lecturers information, events happening on campus, etc. Therefore, RMITstudents are obviously this campaign’s main target public.Furthermore, this website will play a role as a bridge between RMIT students and lecturers. Wewill have some activities that will need contributions from lecturers. That is why RMIT lecturersare also in this campaign’s main target public groups because if they are not aware of thiscampaign and the purpose of the website, they will not contribute.SECONDARY PUBLICS: RMIT ALUMNI AND POTENTIAL STUDENTSRMIT alumni can use this website as a platform to reconnect with their lecturers as well as giveadvice and experiences to current RMIT students. Additionally, they can use this website to stayupdated with what is happening to their old university, create a network with current talentedRMIT students which will be useful for their company.This website will also give high school students - who are considering which university to go to,a sneak peek of what RMIT students life is like. Visiting the website, they will see an activeRMIT students community, which will be the plus point in their eyes. They can also join in to askcurrent RMIT students’ advice and experiences when studying at RMIT so that they canmentally prepare.COMMUNICATION GOALS  To generate 2-way communication among RMIT students  To enhance the relationship between RMIT Vietnam lecturers and RMIT Vietnam students  To provide useful information about the courses, events, and lecturers for students
  9. 9. OBJECTIVES  To achieve 60% awareness of Professional Communication students about the website by week 10 (the end of the campaign).  To achieve 30% awareness of students in other programs about the website by week 11.  To achieve 10% awareness of lecturers about the website by week 11.  To obtain 20% RMIT students and lecturers’ positive attitudes towards the website by week 11.  To obtain at least 700 unique visitors to the website by week 11.  To have at least 300 fans on Facebook page by week 11.KEY MESSAGERomit.vn - RMITs first online magazine created by students for students; get to know the news,the courses, the lecturers, the hottest looks and more on our site.ACTION PLANEVENTSAlthough RMIT Intranet is attempting to provide information about the activities of the currentclubs in RMIT University, students still want to know more and experience those activities fromperspectives of students or clubs’ members. As a result, the project team decided to create the“Event” column in Romit.vn in order to satisfy students’ demands. Generally, “Event” Columnwill update full information about activities of different clubs as well as recent events of RMITfor students on our website written in a friendly and informal style. We will also post some‘Behind The Scene’ pictures and videos of those events and activities to entertain them.
  10. 10. LECTURER OF THE WEEKIn order to develop better relationships between lecturers and students, the project team willprovide more information about lecturers besides their academic aspect, such as their hobbies,interests. Every week, one lecturer will be chosen by RMIT students to answer questions sentfrom students via email addresses or on Facebook/Twitter. The questions can be about anytopics that students want to know. The chosen lecturers can send answers via email, or we willinterview and record a video which will be posted on the website.Landon Carnie - Professional Communication lecturer will be the first one in this column. Afterthat, we will create a poll for RMIT students to vote which lecturer they want to interview next.ABOUT MY COURSEIt can be seen that RMIT Intranet has provided sufficient details about programs as well ascourses for RMIT students. However, RMIT students are still having difficulties in choosingelective courses from other programs to study due to lack of real experience. That’s why ‘AboutMy Course’ column is created to help them solve this problem.Initially, ‘About My Course’ column will only provide information about undergraduateprograms of RMIT University; each program will include ‘course tab’ showing essential coursesthat students have to study to graduate and they will be designed like the Wikipedia entryplatform. Basically, these tabs will provide information such as: which lecturers teach thatcourse, what that course is about, or how to do the assessments well. Besides, it also has aunique box where RMIT potential students can raise questions or concerns, and formerstudents will be able to share their opinions and experience. In order to avoid repetitivequestions or hateful answers about lecturers, we will moderate all the information sent bystudents. RMIT students can share their concerns or experience via e-mail; we will consider,modify and upload them.
  11. 11. STUDENT STYLEOne thing that we observe about RMIT students is that they concern a lot about their lookswhen they come to school. They are interested in fashion and styles. Therefore, we will takephotos of stylish students, interview them, ask them to give fashion tips and upload on ourwebsite.In addition, the website will have a ‘Like’ button like Facebook for visitors to vote for theirfavourite outfits. Who gets the highest votes per week will have a small gift. On Facebook, wewill also upload photos and tag these students to attract not only those people but also theirfriends.FUN FACTSThis tab will provide some ‘underground’ fun facts that RMIT students might not know yet oncampus. This is expected to help students discover more about their university as well as giveinformation in a fun way to prospective students.For example: With the same Pepsi can, Global sells at 10.000VND and Bistro sells at 12.000VND.NEWSFLASHThis content will be created in flash format and will be placed at the top of website. It is abouthot news written in only one sentence, which will help students to keep updated more easilyPROMOTION USING SOCIAL MEDIAPROMOTE THE WEBSITE BY SOCIAL NETWORK: FACEBOOK & TWITTER.In order to attract traffic towards Romit.vn, social networking is the most important tactic inthis campaign. According to the survey, Facebook, Zing.me and Twitter are three socialnetworking sites which are used mostly by RMIT students (88% of students uses Facebook, 28%uses Zing.me and 22% uses Twitter); however, because of the lack of human resource in team,we will only focus on Facebook and Twitter.
  12. 12. We will create a fan page on Facebook and an account on Twitter, and then we will add orinvite friends who are current students of RMIT University Vietnam to ”like" our page. Afterthat, we will update daily news on these pages with the attached link of our website. By thisway, we will quickly get the attention from the target public to Romit.vn.LAUNCH EVENTFREEBIESDried jackfruit is used as the main freebie in launching event. According to Bruneel (2009), foodis the most effective thing to get people’s involvement because they love food so much.Moreover, Bruneel (2009) also indicates that people tend to bring and eat little foods with goodtaste whenever they want. That’s why we choose dried jackfruit in order to reach popular habitof most people. Dried jackfruit will be divided into small bags, which include a colorful piece ofpaper with our website name on it.EVENTThe event will be launched in the first day of week 4. We will create some interesting activitiesby wearing social network costumes such as Facebook, Twitter, our websites columns, and ajackfruit costume which represents for our group’s symbol. Each member will wear thesecostumes and then go around the canteen at noon. It is due to the fact that most of studentsand lecturers will have lunch at that time, thus we are going to attract their attention easily.Besides, in order to raise people’s awareness about the campaign and raise page views, we cancreate best moments by taking funny pictures, recording videos and posting them on the socialnetworks and our official website later on.
  13. 13. MEMBER ROLESOur team is divided into 3 small groups:CONTENT GROUPEditorSecretaryReporter· Lecturer of the week· FashionSocial media controller DESIGN GROUPWeb contributorWeb designerFINANCE GROUPAccountancy
  14. 14. RISK MANAGEMENT AND SOCIAL MEDIA POLICY1.1 LACK OF CONTRIBUTION FROM READERSDESCRIPTIONIt is concerned that there are many contents on romit.vn that are wholly or partly user-generated (About my course, Lecturer of the week…). This means the engagement of thereaders of romit.vn is crucial to the success of the website. If the readers not only view butcomment on the articles, submit questions and course information to romit.vn, the website willhave a rich content and editors can generate helpful conversations. Otherwise, it can face agreat lack of information, which lead to either one-way communication situation or shortage ofhuman resources (see 1.3) when only editors provide the information.SOLUTIONTo encourage RMIT students to contribute to our website, we will give incentives such asfeaturing their photos on Romit.vn’s lookbook, giving gifts for the best contributors on thewebsite... The website will also be designed to be as much user-friendly as possible withcomment box and “Submit” buttons so the readers can easily submit their opinions. Showingcertain phrases such as “Find this helpful? We think your ideas are helpful too. Help us now!” or“You don’t think so? Then tell us what you think” on the website may also increase submissionsfrom the readers.1.2 PROFANITYDESCRIPTIONProfane language is the use of hateful, offensive, insulting words and foul or adult language.Although the website content does not touch on any sensitive topic, it is still necessary toconsider the risk of profane language when we are open for submissions from the readers.
  15. 15. SOLUTIONEditors are in charge of moderating the content to put on romit.vn, thus this kind of languagewill be removed beforehand by our team. The sender will get a notification via email by theteam to notice that the message has violated our policy. However, it is necessary to ensure thatneither the identity of the sender nor the message will not be disclosed publicly since this maycause defamation. If the situation gets severe over time, we might consult our lecturer forfurther actions.1.3 LACK OF HUMAN RESOURCESDESCRIPTIONAs romit.vn aims to give detailed insights about different aspects of the campus, the workloadmight get too heavy at some points. Although the team has allocated tasks for different editors,it is still necessary to think of some alternatives to ensure romit.vn is operated efficiently.SOLUTIONThe team may recruit some volunteers as junior members to help us with collecting theinformation or writing stories. As romit.vn aims to be a long-term project for RMIT students, itis necessary to have these voluntary students so we can suggest them to take over the projectafter we finish this course. Another solution is to adjust the website content accordingly towhat we can do at best, i.e. minimize the scale of the website into fewer sections to providericher content. This solution might be discussed during the campaign within our team.1.4 DECLINE TO CONTRIBUTE FROM CLUBS, LECTURERSDESCRIPTIONIt is very likely that at the beginning of this campaign, the team might find denial to participatefrom certain lecturers and students when we approach for interviews and information. This isdue to the fact that romit.vn has just opened and it does not belong officially to the university.
  16. 16. SOLUTIONReporters of romit.vn need to expand their network inside the campus at any time as possiblein order to contact with the right and available people when we need the information. Theteam also needs to prepare alternatives under any situation in order to have the content readyby the deadline.1.5 CREDIBILITYDESCRIPTIONDue to the nature of the user-generated content on romit.vn, credibility may become a matterto question about the website, especially under “About my course” section. False informationmay lead to defamation of the website, the team and even the university.SOLUTIONIt is crucial for us to state clearly on the website under certain sections that the informationmight not be accurate due to users’ contribution of which we are not able to verify. However,other users may correct the information by submitting corrections to us. We will also givecredits whenever we can to increase the credibility of the content. It will be also stated thatromit.vn does not represent RMIT Vietnam university in order to ensure the readers not torelate false information about RMIT Vietnam and lead us into troublesome situation.
  17. 17. SOCIAL MEDIA POLICYFOR EDITORS (ROMIT.VN TEAM)BE RESPONSIVERespond quickly - within 24 hours - if we are mentioned on social networks (i.e. Facebook,Twitter) or messaged via email. If the issue cannot be solved within 24 hours, it is still necessaryto inform the sender(s) that we have received their message(s) and are being in the process offinding the answers. In case users’ submission are not approved or user’s posts (i.e. on socialnetworks) are deleted due to irrelevancy or violation of content policies, we need to informthem via email that the content will not be published and also state clearly our reasons.BE NICEAny form of profane language would be prohibited on romit.vn as well as its social networks;editors are also asked to follow this policy. Comments given by romit.vn team should usefriendly language except for announcement to create a daily conversation with its readers.BE GRATEFULSend “Thank you” email for the contributors who send their opinions and experience to ourwebsite. This act will show our respect to the contributors and encourage them to keep sendingus the information.BE HELPFULIf you can answer the questions from the readers about the campus, or if you can help find thatinformation for them, do not hesitate. It is our job to be informative and also helpful for RMITstudents.
  18. 18. BE RELIABLEDo not disclose any identity if the senders wish to keep it anonymous. If some sensitivecontents sent from the contributors are moderated and unapproved to be posted by the team,do not talk in public about them.BE ROMIT.VNAs a member of romit.vn, you are speaking on behalf of the team when posting on the websiteand its social networks. However, under any circumstances, romit.vn does not represent orspeak for RMIT Vietnam University.FOR READERS/CONTRIBUTORS No profanity All forms of swearing are forbidden. No disruptive, discriminatory or offensive comments:  Derogatory contents, bashing and trolling.  Sexually or violently explicit materials.  Content endorsing illegal activities. No political & religious related comments No disinformation No Spamming Comments violating those rules will be deleted (on Facebook fan page and Twitter) or will not be published (on website).
  19. 19. BUDGET MILESTONES Task Start End Who’s in chargeWeb Design Build, design & maintain the 2/7/2011 28/8/2011 Dat website Editor-in-chief 9/7/2011 28/8/2011 Thanh Events/News Flash 4/7/2011 28/8/2011 Uyen, Hai, Ly, Dat About my Course 4/7/2011 28/8/2011 Uyen Chi, An
  20. 20. Web Content Lecturer of the Week 4/7/2011 28/8/2011 Ly, Cam Anh Style (Look Book) 4/7/2011 28/8/2011 Chi, Hai Funfacts 4/7/2011 28/8/2011 Uyen (main) & allSocial networks Facebook 7/7/2011 28/8/2011 Cam Anh, An Twitter 7/7/2011 28/8/2011 Cam AnhFinance Manage the budget 28/6/2011 28/8/2011 Ly Materials for costumes 3/7/2011 4/7/2011 Ly, Cam AnhLaunch Event Sewing the costumes 5/7/2011 11/7/2011 All Preparing the freebies 11/7/2011 11/7/2011 Ly, Cam Anh Launch day 12/7/2011 12/7/2011 All TIMELINE Campaign: begins on 12th July 2011(launch day), Tuesday of week 4 and ends on Friday of week 10. Specific activities will be carry out according to its nature: - News Updating on website, Facebook, Twitter: daily - Lecturer of the Week: Weekly - About My Course: Daily - Look Book: Weekly - Funfacts: daily Evaluation: week 11 Report submission: beginning of week 12.
  21. 21. EVALUATION METHODSThe campain will be evaluated according to the objectives in three levels: awareness, attitudeand behaviour. We will evaluate the campaign basing on below categories:SURVEY: ONLINE AND PAPERSurveys will be conducted in the middle of the campaign (week 7) and at the end of thecampaign (beginning of week 11). The survey on week 7 is to check whether the campaign isrunning according to plan or there is a need for changes to help acquire desired outcomes. Thesurvey on week 11 will help us determine the success of the whole campaign and reflect onwhat we have done.WEBSITE HITS.  The number of unique members on website - those who are truly interested in the website so they regularly participate in the website’s activities.  The number of fans on Facebook fan page, the number of followers on Twitter account.  The nummber of comments sent to us via email, replies on Facebook and Twitter.  The nummber of participants in each activities.  The number of links to our website, Facebook fan page and Twitter account shared on Facebook, Y!M and Twitter.Website hits and the number of fans on Facebook fan page and Twitter followers are lessimportant because they don’t imply real engagement of the target public to the campaign.Meanwhile, the amount of comments, participants and shared links reflects the activeness andinvolvement of the public.
  22. 22. COLLABORATIVE CONTRACTKEEP IN TOUCHWe agree to use Gmail and cell phones to contact with each other so please check your inboxand cell phone regularly to get updates from the team. Please pick up the phone (unless yourehaving class or at work) when we call and reply SMS texts within 1-2 hours. Please call us back ifyou have missed calls from us. It is very likely that it is an urgent situation when we have to callyou, i.e. we really need your help!If you are busy at certain times with reasonable reasons, please inform in advance with ourleader.DO YOUR JOBPlease finish your tasks on time following the deadlines and priorities that have been agreed bythe whole team. Please also update your progress within your sub-team as well as leader sothey can keep track of your work.If you are busy at certain times and cannot finish your tasks due to reasonable reasons, pleaseinform in advance with our leader.BACK UP YOUR WORKAlthough we decided to use Google Docs in order to save our work automatically, it is stillnecessary for everyone of us to have at least one copy of it so we can access if technicalproblems happen.
  23. 23. SHOW RESPECT TO YOUR TEAMMATESPlease be on time at both face-to-face and Skype meetings. If you are busy at certain times withreasonable reasons, please inform in advance with our leader.During meetings, please be patient to listen to each other. The leader will make sure thateveryone has their chance to raise their opinions and questions. The ideas, however, will bedecided by the whole group with voting method if necessary.We will try to reduce gossip and time-consuming chats as well as harsh comments about eachother. Meetings and comments should be constructive, not negative.HELP EACH OTHERWe will depend on the abiility of each memebr to assign the tasks fairly. However, it isnecessary for us as teammates to support each other if we have any problem.ASK FOR HELP & SPEAK UP!Dont hesitate to ask if you have any problem. And dont even be afraid to tell us your opinions.We believe each member is equally important and we would love to hear what you might comeup with.WORK HARD! LEARN HARD!Although we understand the intense of which this campaign can bring up, please try your bestand take this chance to learn new things about online marketing, social media, teamwork andleadership. Less whining and more complimenting your teammates will help!
  24. 24. REFERENCE:Bruneel, J 2009, ‘People like food’, The Onion, Finest new sources, 7 January, viewed 30 June2011, < http://www.theonion.com/articles/people-like-food,11439/>.

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