This document provides a public relations plan for Techcombank to support the "Inherit the Tradition, Increase Prosperity" campaign commemorating the 1000 year anniversary of Thang Long Hanoi. The objectives are to promote Techcombank as a credible voice and highlight its heritage. The PR strategy includes media tactics across print, online and TV to publicize events and messaging about tradition and prosperity. A phased approach is outlined including launching a website, holding public events, and sponsoring educational programs.

1. TECHCOMBANK
INHERIT THE TRADITION,
INCREASE PROSPERITY
An Events & PR Presentation by Dentsu Alpha Limited
Write-On the Prosperity

2. Summary of
Discussion
PR Strategy
Topline Action Plan
Event Campaign
Action Plan
Write-On the Prosperity

3. PR Communication

4. TECHCOMBANK
INHERIT THE TRADITION,
INCREASE PROSPERITY
Brief
Techombank trusts in Dentsu Alpha’s passion and capabilities to come up with a public
relations plan to communicate the corporate and advertising campaign in support for
Thang Long Hanoi 1000 Years. With this campaign, Techombank aims to clutch the
mindshare of Hanoian people as well as create a credible (emotional and functional)
connection among the key targets: media, Hanoi people and tye whole Vietnamese nation.
Objectives
To work towards the goal of
promoting Techombank as the
“credible voice of the category”
by taking the leadership stance
in educating media, industry &
publics
To highlight the Heritage of
Techombank through the
“Inherit the Tradition,
Increase Prosperity
Campaign” which emphasized
its bright outlook and vision.
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5. TECHCOMBANK
INHERIT THE TRADITION,
INCREASE PROSPERITY
Media Strategy
- Utilize media channels in Print, Online, TV to effectively publicize the campaign & communication.
- Ensure relevant media presence and support for campaign (as well as events) as a means to reintroduce the brand to our key targets.
Print
Major Dailies (Business,
News & Lifestyle)
Business Magazines
News Publications
Online
TV
News
Special Talkshow
Business Oriented Programs
News Website
General Websites
Business Oriented Forums
Media Tactics: Special Features, Advertorials, Editorials, News Feature
Media of Communication: Print (primary), TV and Online (secondary)
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6. TECHCOMBANK
INHERIT THE TRADITION,
INCREASE PROSPERITY
Message Strategy
Key PR Message
Techombank supports the 1000 Years of Thang Long Celebration encouraging ALL to nurture the tradition of Vietnamese Prosperity.
Theme
W!te-on "e Pro#e!ty
Messaging Manner
Emotional: Positive, Uplifting, and Proud
Functional: Factual, Achievement-focus and Credible
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7. TECHCOMBANK
INHERIT THE TRADITION,
INCREASE PROSPERITY
PHASES
Introduce, discuss and
elaborate the Write-On
the Prosperity
Campaign together
with Techcombank
corporate information.
Elaborate on the
financial aspect and
know-how in building
and maintaining
Prosperity.
Target and utilize the
bank’s commitment in
embracing tradition and
prosperity for the next
1000 Years.

8. Techombank Prosperity
Mingling with Media
Press and Media Conference / Launch
A meet-up of members of the Press in a IndoChine Prosperity themed setup. It aims to
communicate the launch of the campaign as well
as communicate information about the bank’s
milestones:
•Garden-inspired
•Hanoi Lake inspired setup
•Speeches from Top Officials
•Government Officials as Guests
•Formal Launch of Campaign
•Promotion & Golden Coin Souvenir
•AVPs
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9. Techombank: In the
Forefront of 1000
Years of Prosperity
(Advertorial)
An advertorial detailing two success examples: (1)
Techcombank’s strong history; and Techombank’s inspired
vision to maintain its Prosperity.
•Pictures of early past and present
•Important milestones in the bank history
•Vision of the future
•Connection on the 1000 Years of Thang Long Celebration
Write-On the Prosperity

10. Techcombank Milestones
Special Section Publication Supplements
A special supplemental section in
the major dailies to announce
Techcombank’s salute to Thang
Long’s 1000 Years.
•
•
•
•
Greetings from Techcombank’s
Board of Directors
Greetings from Techcombank’s
Partners
Milestones and previous
projects
Future projects to attain 2010
vision to be the top bank in
Vietnam.
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11. Techcombank’s Secret to
Prosperity: Trust, Quality
and Effectiveness
(TV Documentary or Print Feature)
Techcombank’s sharing the secret of its corporate
success as well as the partners that helped them
achieved heights: people, corporation and
individuals.
•Elements of long term vision will be categorized
to: Trust, Quality and Effectiveness.
•Pictures, testimonials and story will be
gathered to increase credibility and realness.
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12. Financial
Experts’ Advice
Financial
Prosperity I Do’s
and Dont’s
(Blog & Column)
Techcombank Executives
start and maintain a blog and
newspaper columns to give
advice and write about the
Do’s and Dont’s Guidelines in
starting Financeial
Prosperity.
Letter type.
Case Studies
Practical and Doable
Relevant to targets’ situation
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13. The Landscape of Financial Commerce:
Prosperity.. Then and 2010
(Photo Essay + Advertorial)
A photo essay and advertorial based on research highlighting the
story of currency and economic business in Vietnam.
- Pictures and Photos of Hanoi/HCM and Trading Trends
- Global Analysts and Experts opinions
- Graphs and Studies
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14. Tradition & Wealth:
Keys to Getting Ready for
A Prosperous Nation
(Techombank Executive Interviews)
- Interviews with Top Officials to discuss
Techcombank’s Services and involvement in
1000 Years Thang Long Celebration
- Reinforce its commitment to become one of the
innovation mover in the category.
- Discusses importance of Tradition and Wealth
as they are core driver in the campaign.
Write-On the Prosperity

15. Event and Promotion Coverage
(TV, Print and Online)
Events & CSR
Program
Promotion
Activation
Extensive coverage in Television, Print and
online in all suitable for the targets.
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16. How the Vietnamese
Millionaires Get
their Prosperous
Millions
Feature Series on
Successful Business
Hanoians
(Advertorial)
A sitdown feature or advertorial
focusing with successful Vietnamese
Millionaires and sharing their small
beginnings and how they ensure that
their success will last 1000 Years,
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17. 1000 Years
1000 Prosperity
Tips
(Feature Article)
A big branded Piggy Bank
will be placed in all
branches (as well as high
traffic places) to
symbolize the importance
of the habit of saving not
just money but WEALTH.
Tips written in paper can
be picked up by
consumers.
To support its
communication, a feature
article will be published
the effort and its
objectives.
Write-On the Prosperity

18. Media and Prosperity
Press and Media Conference /
Launch
Techombank: In the Forefront
of 1000 Years of Prosperity
(Advertorial)
Techombank Milestones
Special Section Publication
Supplements
The Secret: Techombank’s
Prosperity Ingredients (TV
Documentary)
Financial Experts’ Advice
Financial Prosperity I do’s and
Dont’s - (Column)
Vietnam Financial Commerce
Landscape: Now and Then
(Photo Essay)
Tradition and Wealth: Keys to
Getting Ready for A
Prosperous Nation
(Techombank Executive
Interviews)
How Millionaires Get
their Prosperous
Millions - Feature Series
on Successful Business
Hanoians (Advertorial)
1000 Years, 1000 Prosperity
Tips and Discussion on
(Radio Programs)
Event Coverage on TV, Print
and Online
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19. Events

20. Really great people make you feel that
you, too, can become great
- Mark Twain

21. As Techcombank commemorates the
1000 Years of Thang Long, we remember its corporate
vision -- to be one of the top name in its category.
With the celebration of 1000 Years of Thang Long,
Techcombank aims to inspire every individual to build
a nation that is
Prosperous..
Respectful of history’s lessons...
Now and for the next 1000 Years.
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22. W!te-on "e
Pro#e!ty
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23. TECHCOMBANK
INHERIT THE TRADITION,
INCREASE PROSPERITY
OBJECTIVES
Provide a venue for the
consumers to
experience ATL’s
Write-On the
Prosperity Campaign
Promote Techcombank’s
Commitment to Trust
Quality and Effectiveness
as its core corporate
vision.

24. Techombank 1000 Years
and Beyond
Write-on the Prosperity Internet Site
A meet-up of members of the Press in a IndoChine Prosperity themed setup. It aims to
communicate the launch of the campaign as well
as communicate information about the bank’s
milestones:
•Garden-inspired
•Hanoi Lake inspired setup
•Speeches from Top Officials
•Government Officials as Guests
•Formal Launch of Campaign
•Promotion & Golden Coin Souvenir
•AVPs
Write-On the Prosperity

25. Phase 1
Aims to jumpstart the
campaign on-ground
with an ATL -related
messaging + inspire
objectives
Techombank 1000 Years and
Beyond - Write-on the Prosperity
Internet Site
Great Wall of Prosperity
-A commitment wall for
prosperity wishes and
gratitude to tradition to be
placed in a high traffic area.
Prosperity & Lucky Notes 1000 Steps to Wealth
To be distributed in branches
and public places through a giant
branded Vietnamese ceramic .
Phase 2
Phase 3
Aims to communicate
credibility, inspiration and
knowledge that Vietnamese
can relate and understand
Drop A Coin, Make A Wish,
Build a Tradition for 1000
Years of Prosperity
CSR Program to be
implemented in all channels
100 Pillars of Tradition &
Prosperity AWARDS
A Photo Exhibit to feature Top 100
Men and Women who championed
tradition and become successful in
Vietnam.
Events Sponsorship
in Universities and
Business Clubs about
Finance Smartness,
Tradition and Success
Create a lasting positive
impression about the
brand and its message of
keeping tradition to
increase prosperity.
Techombank’s Prosperity
Blimp / Mobile Caravan
A blimp, balloon or mobile
Caravan which will go around
Vietnam will be Techombank’s
symbol of success. Everyone
who will see this will be in awe
and feel LUCKY in the next
1000 Years.
Merging Tradition & Prosperity
Symposium Series - Control Your
Financial Destiny If you're not in control of your money,
you can't be in control of your life. So,
starting right now, your goal is to be an
individual who owns the power to
control her financial destiny.
Culminating EventCustomer Party Corporate Internal
Prosperity Party
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26. Great Wall
of
Prosperity
-A
commitme
nt wall for
prosperity
wishes and
gratitude
to tradition
to be placed
in a high
traffic area.
Prosperity
& Lucky
Notes 1000 Steps
to Wealth
To be
distributed
in branches
and public
places
through a
giant
branded
Vietnamese
ceramic .
Write-On the Prosperity

27. Prosperity in Action