Young Marketers 7 Nguyễn Thị Huyền 189

1. Nguyen Thi Huyen
Marketing
Communication Plan

3. Tuồng

5. Do you proud of national art?

6. Phase 1: Challenge
(April 1 – May 15, 2019)
Phase 2: Experience
(May 1- June 30, 2019)
Objective
Challenge the knowledge
of Vietnamese youth in
Tuồng art
Promote the youth’s
participation in search,
concert, etc.
Key
message
Do you proud of your
national art?
Tuồng and Vietnamese youth
Key hook
Viral Clip
Event, work shop
Competition
Video
Event
Supporting
channels
KOL
Social media
Communication sites
Offline Communication
Communication sites
Social media

7. PHASE 1: Challenge the knowledge of
Vietnamese youth in Tuồng
Reason: New generation do not know or like Tuồng art
especially its significant features
Do not know differences among Tuồng, Cải lương, Quan họ,
and Chèo
=> Solve well-known issue
Insight:
- Enjoy new experiences
- Want to show themselves, style life, talent.
- Prefer participate in social activities

8. - Messages: “Bạn có tự hào/biết về nghệ thuật dân tộc?”,
“Bạn có biết đến nghệ thuật Tuồng – Quốc kịch Việt?”,
etc.
- Videos/images viral: Ask the youth about Tuồng and
introduce Tuồng’s information and informative post
- KOL: Using young singers such as Bich Phuong, Duc Phuc,
Huong Giang,… share about Tuồng information,
experience with Tuồng
- Organize workshop, show,…to introduce, educate Tuồng
with the youth especially in universities, volunteer
clubs,etc.
Action

9. PHASE 2: Competition
Organize sing/compilation competition in
Tuồng for youth to show their talents
Place: art, theatre and cinema universities
A serial and supporting action of phase 1
Reason: New generations have chance to try with Tuồng
art
- Attract the attention from youth
- Solve lack of actor, lack of well-known and lack of
audience

10. - Divide into 3 round: 1st, 2nd round and final
Round Actions
Communication
(15 days)
Communication for competition
1st round
(10 days)
Register and submit ideas
2nd round
(25 days)
Choose and support the best ideas
by mentor who are Tuồng actors
Final round
(10 days)
Choose 3-5 teams into final round
by voting from audience and
estimations from mentors

11. Brand Role
Product/brand
from Vietnam
Connect targeted
audience
Quality communication
channels
Discussion places

12. Budget
Viral content 300 triệu
Communication sites (such as e-newspaper,
newspaper, etc.)
350 triệu
Social channel 400 triệu
Competition (including mentors cost, money for prize,
place cost, communication cost, etc)
800 triệu
KOL 300 triệu
Workshops, events 500 triệu
Banner, standee, poster, etc. 150 triệu
Spare budget 200 triệu
Total 3.000 triệu

13. Thank for watching!