A Proposal For Shichida Institute

1. A proposal to
SHICHIDA
Mix & Match

2. Shichida
CONTEXT
Project is designed when there is
73,9%
Vietnamese kids treated with violence from their parents.
BUT
“A child is perfect. How a parent loves a child can influence the
quality of his life and his potential.”

3. Shichida
As a modern educational method, SHICHIDA
launches their first NO TEAR LESSON for parents,
which include:
- Testimony for kids
- Knowledge about method
- Practise in real cases
Campaign is to build a perception of
Shichida method for parents to reduce
stress when raising children by inspiring
them to apply LOVE, PRAISE and
RECOGNITION method instead of violence.

4. Shichida
TARGET AUDIENCE
DEMOGRAPHIC
25-35 y.o., BC+, urban
Parents have kids from 3-12 YO
Still young and on the way looking for success.
WHAT THEY THINK WHAT THEY DO
Children like a friend. Pay time to talk to their children.
Children grow fast. Worry when losing their connection.
Want to give the best for their children. Seek carefully and follow the most trustful
educational methods.
Not have many experience as a parents. Use violence as the last choice.

5. Shichida
Do they care about
Modern Educational Methods?
If yes, how can we
INSPIRE & ENGAGE
them into our story?

6. Shichida
CONSUMER INSIGHT: DOES TARGET AUDIENCE CARE ABOUT EDUCATIONAL METHOD?
“I’ve tried to talk to my children but it isn’t effective. I need an
trustworthy educational method that my children can feel
interesting and remember what I share with him.”
SO WHAT ARE THEY PROBLEMS?
They are LOSING ATTRACTIVENESS for their children by time; especially,
when they educate those kids. Thus, it is hard for them to share what they
think this is the best for their children.

7. Shichida
Product relevancy
How an educational method should be?
Trustworthy Practical Knowledgable
Opportunity:
We can escalate it base
on Shichida experts.
Brand Relevancy Shichida can build daily inspire parents
through the caring call from Shichida
consultants.
Finally, summary and share about all real
cases on a TV Show with Shichida experts.
What can Shichida offer to the
consumers?

8. Shichida
It’s opportunity for Shichida to launch a TV
Show with Shichida expert to consult and
inspire parents the way to get their
children’s attractiveness for what they
share.
Consumer Insight
Target audience desire of
good educational method is
trustful and high connective
with their children. For them, children grow fast and they
will lose connect with them by time.
So they need a trustful educational
method to make them become
attractive with their children.
CON.
TRUT
H
BRAND
TRUTH
CAT.
DRIVERS
TRUST is a necessary attribute when
considering as a good educational method.
This can be confirmed through expert.
Beyond as a Japanese historical
brand, Shichida has daily consultants
to inspire parents for educating their
children with Love, Praise and
Recognition.

9. Shichida
Communication message:
The journey to let your children fall for you by
supporting from Shichida expert.
BIG IDEA:
CAPTIVATE YOUR CHILDREN

10. Shichida
DEPLOYMENT
TRIGGER ENGAGEMENT AMPLIFICATION
Objective Awake need of parents to be more attractive on children’s
eyes.
Engage TAs into Shichida daily method with love, praise
and recognition.
Each parents graduate from Shichida course will
inspire others for a better world connection between
parents and kids
Duration 2 weeks 8 weeks 2 weeks
Key Message Children only learn unconditionally when matters that are
fun and captivating to them, and most of the time parents
forget this in parenting.
Let's co-create the Vietnam-exclusive Shichida experience
by trying out the Shichida method and see its effects on
your children first.
With the help of thousands of Vietnamese parents,
Shichida has succeeded in creating the method best
suited to their needs and for the future generation
Strategy
Key Hook Viral Clip TV Show Event
Supporting
Tactics
Advertorials
Influencers
Social seeding
Advertorials
Influencers
Trade Market
Social seeding
Shichida testmony
Advertorials
Social seeding
Shichida Magazine
Fanpage Base
Media Effort 25% 50% 25%
Provoke the national
attention by showing
that children LOVE
but feel BORED when
listening to parents.
Then driving them to
the negative result if
children feel bored
when being educate
by parents.
Engage target
into testimonial
booths at
supermarkets,
schools and
Shichida
workshop
Then, they will
be take care
by caring call
from shichida
consultants
daily within 14
days
Finally, the
most excited
case in week
will be on air
on Shichida
TV Show
Event to recap 14
days journey to
become a parent
idol in their
children eyes.
Announcing a
partnered website as
an information
platform for more
parents to listen to
real stories and solve
their problems

11. Shichida
MASTER STORYLINE
TRIGGER: AWAKENING - Shichida social reality test
Conduct a viral video “reality test” which draws targeted parents’ attention to a frustrating fact they
experience themselves: children voice their indifference in talking to their parents because they are
never captivated by the talks, both casual and educational.
ENGAGEMENT: 14 DAYS FOR A GENERATION
Inspire the most outspoken parents (esp. moms) to co-create the Vietnam-exclusive Shichida
experience for the future generation with best-of-breed service: Shichida 14-day survival kit with daily
specialist consultation. The series wraps up with 8 weekly TV shows in which 8 families and Shichida
experts showcase their own experiences as case studies.
AMPLIFICATION: CELEBRATE THE BRAVE NEW WORLD FOR VIETNAMESE CHILDREN
Shichida himself hosts the official introduction of the Vietnam-exclusive Shichida method in a press
conference and a Gala night. The events will feature the success stories of young parents who took
part in the “14 Days for a Generation” and announce Shichida-lamchame-webtretho collaboration
website project: the Stories for my children, which are materials and real stories produced across
Engagement phase.

12. Shichida
Phase 1
Trigger
Key message: Children only learn unconditionally when matters that
are fun and captivating to them, and most of the time parents forget
this in parenting.
Objective: Wake target audience up to the frustrating fact that they
fail to capture children’s attention, thus widening their relational gap.
This is the ultimate reason why they never succeeded in educating
their children, or even talk to them.
Strategy: Ốc Thanh Vân to host a “social reality test” where 100
targeted 5-12 yo’s* voice how they parents fail to captivate them in
everyday talks, both casual and educational, much less scoldings.
The most awakening answers are featured in a 3-minute viral video.
AWAKEN

13. Shichida
SHICHIDA SOCIAL REALITY TEST
100 children across the country are interviewed by Ốc Thanh Vân & HTV3 with 3
questions:
1. Who do you love most?
2. Who do you like talking to most?
3. How do you feel when you talking with your parents?
Expected outcomes: “I do not have interesting converations with my parents, so I
don’t like talking to them much. But I do love them a lot.”
Social seeding to fuel the conversation and realize the need to a portion of young
parents.

14. Shichida
Advertorial demo angles
Sự thật hình ảnh cha mẹ trong mắt trẻ thơ
Những ngày qua, clip “Phép thử cho cha mẹ” đã thực sự làm xôn
sao cộng đồng mạng. Mặc dù khẳng định cha mẹ là người mình yêu
thương nhất, nhưng các đứa trẻ lại bộc bạch rằng trò chuyện cùng
cha mẹ rất chán.
Key features:
- Hình ảnh cha mẹ trong mắt trẻ thơ thực sự là thiên thần hay
ông lão bà lão
- Vấn đề sức hút của cha mẹ trong mắt con được cân nhắc
hơn bao giờ hết.
Thương nhưng chán
MC Ốc Thanh Vân cùng kênh truyền hình HTV3 vừa thực hiện đoạn
clip “Phép thử cho cha mẹ” với hi vọng hiểu được tâm lý của trẻ con.
Một con số đáng ngạc nhiên: 80% các bạn nhỏ từ độ tuổi 5 - 12, khi
được hỏi về suy nghĩ tri được cha mẹ dạy dỗ đều trả lời rằng: “Con
biết ba mẹ thương con, nhưng khi những lời đó thực sự rất...chán”
Key features:
- MC Ốc Thanh Vân cùng kênh truyền hình dành cho gia đình
Việt HTV3 thực hiện phóng sự “Phép thử cho cha mẹ”
- Đoạn clip và những con số đáng ngạc nhiên
Cả nhà mình có ai kịp xem “Phép thử cho cha mẹ”
chưa? Thấy con gái bảo là nói chuyện với cô giáo
thích hơn. Đồng ý là dạy con không thể có phương
pháp, bài bản giống cô giáo được rồi. Cơ mà vẫn
thấy mủi lòng :(
Fanpage demo angles
Xem đoạn clip này mới thấy đúng là hồi nhỏ,
mỗi lần bị hai cụ nhà lôi ra dạy cũng thấy...chán
thiệt. Nghe thì chữ được chữ mất. Cơ mà
không muốn con mình cũng vậy đâu. Làm sao
cho trẻ hứng thú và nhớ những gì mình truyền
đạt nhỉ?

15. Shichida
14 DAYS FOR A GENERATION
Key message: Let's co-create the Vietnam-exclusive Shichida experience by
trying out the Shichida method and see its effects on your children first.
Objective: Inspire the most outspoken parents to become WOM brand
ambassador by giving them first-hand experience the Shichida method. Try,
testify and inspire others.
Strategy: Co-creation of experience while receiving the best parenting
consultation
Shichida brings a targeted group of 2400 parents to its free 2-hour class
● 50 parent(s)/week x 8 weeks x 6 cities
A smaller selective group receives Shichida’s “14 Days for a
Generation” survival. This group is to receive best-of-breed customer care:
daily consultation with experts to amplify Shichida method’s effectiveness and
inspire them with ownership and pride to be the pioneers who are co-creating
the exciting method for Vietnam’s future generation, starting with their
children.
Weekly TV talk shows use these case studies and ambassador parents to
inspire other young parents to take action
Phase 2
Engagement

16. Shichida
Barrier: The doubtful young parents: they are semi-actively seeking for a method to solve their
problem, but still doubt the method until they experience its effectiveness first-hand
Solution: Trial, intensified
“Shichida went the extra mile to provide personalized consultation for my problem. It worked! What’s
more, I helped perfect the world-acclaimed method to the very Vietnamese need. That’s global
expertise in the local dedication.”
The 14 Days for a Generation series
SURVIVAL KIT
Fourteen 10-minute videos for
daily parenting reflection and
practice
Tips and tricks to captivate
children
THE CARING CALLS
One size does not fit all, but with Shichida experts, we are
catering to your very own frustrations, and by doing so, you
are helping us crowdsourcing a Vietnam-exclusive Shichida
method.
In the end, not only your family but many others will benefit
from the method, thanks to your effort in 14 days.

17. Shichida
TV Show Amplification
Key platform is TV with the suggestion of HTV3 with 8 shows of 15 mins per month
under endorsement
TELL ME, MOMMY!
[5 first minutes]
Sitcom about real situation which
is picked from real case in week.
[5 next minutes]
Shichida expert will share about
Shichida method to solve this
case.
[5 last minutes]
Talk show between Shichida
expert and mom guest.

18. Shichida
Offline activation
Banners: primary schools, markets and supermarkets
Activation booths: free expert consultation
Community engagement events: Moms’ clubs, Women’s
clubs, social associations

19. Shichida
Advertorial demo angles
Cùng Shichida tăng sức hút trong mắt con thơ
Chương trình “Mẹ Kể Con Nghe Đi!” của Shichida đã chính thức lên
sóng. Với nội dung xây dựng đầy mới lạ, mang tình yêu thương, sự
khen ngợi, nhìn nhận vào việc giáo dục con, Shichida đang thực sự
cùng cha mẹ hiện thực hóa hành trình chinh phục con thơ.
Key features:
- Hình ảnh cha mẹ trong mắt trẻ thơ thực sự là thiên thần hay ông
lão bà lão
- Thông tin phát sóng, thời gian diễn ra chương trình
Bí quyết “cư đổ” con cùng Shichida
Điều gì sẽ khiến một đứa nhó trở nên thích thú? Đó là sự vui vẻ, tình
yêu thương và được công nhận. Cha mẹ luôn muốn mang những
điều tốt nhất cho con, hãy cùng Shichida điểm qua những “bí kíp” để
tạo sức hút với con, để con hứng thú tiếp thu những gì mình truyền
đạt.
Key features:
- Những câu chuyện yêu thương, khen ngợi, nhìn nhận trong
chương trình “Mẹ Kể Con Nghe Đi!”
- Chương trình được xây dựng bởi đội ngũ chuyên gia Shichida
Vừa mới tìm được bí kíp “cưa đổ” con cùng
Shichida trong chương trình “Mẹ Kể Con Nghe Đi!”.
Thầy thật thú vị, không ngờ con mình cũng “dễ dụ”
quá. Chỉ cần cho trẻ hiểu được tình yêu thương,
khen ngợi và nhìn nhận những gì trẻ làm được :3
Fanpage demo angles
Chương trình “Mẹ Kể Con Nghe Đi” của
Shichida có những tình huống giống bé út nhà
mình ghê. Muốn “cưa đổ” con thì phải hiểu,
công nhận con trước. Bản thân mình có sức hút
với con, thế thì dạy những điều tốt đẹp nào con
cũng sẽ tiếp thu hết rồi. Cảm ơn Shichida nhé.

20. Shichida
Press conference and Gala
night
Key Message: With the help of thousands of Vietnamese parents, Shichida
has succeeded in creating the method best suited to their needs and for the
future generation
● Announcing the success of 5000 parents across Vietnam in
crowdsourcing Shichida’s Vietnam-exclusive method: Shichida
invented the method, but you helped us make it perfect to cater to
Vietnamese parents
● Thanking these 5000 families for having played an instrumental part in
allowing the next generation of Vietnamese children to experience a
loving, caring but long-lastingly effective parental education
● Sharing the most touching stories, from both parents and childrenPhase 3
Amplification

21. Shichida
Launching website
“TELL ME, MOMMY”
A collaboration project with Webtretho, Lamchame and VnExpress: Visually relatable and
usefully rich in content.
The website is home to 10 well-documented 14-day journeys of “How parents win back their
children’s heart and mind” by applying the Vietnam-customized “Love, Praise, Recognition”
principle.
Not only featuring videos, interviews, the website also hosts useful parenting tips, personal
sharings.
It will be the destination for Vietnamese young parents to hear from real experience and
possibly find solutions to their own connect-to-my-child problems. If not, don’t hesitate to
leave a message, and a Shichida specialist will call you the next day!

22. Shichida
GALA NIGHT
“CELEBRATE THE BRAVE NEW WORLD FOR
VIETNAMESE CHILDREN”
PRE-EVENT
[1 Week]
Recruiting 150 participants
for event from Shichida
Class, 50 children education
experts, 100 reporters, 50
influencers
EVENT
[1 Day]
POST-EVENT
[1 Week]
Amplification of the website,
the success news and the
success stories

23. Shichida
Advertorial demo angles
Ngày hội Shichida chính thức ra mắt website “Mẹ Kể
Con Nghe”
Sau 2 tháng thực hiện chương trình bao gồm truyền hình thực tế và những
ngày hội giáo dục tại 6 tỉnh thành, ngày hội Shichida sắp tới sẽ chính thức
ra mắt website “Mẹ Kể Con Nghe”, qua đó những bậc phụ huynh cùng
Shichida chia sẻ câu chuyện, tạo cảm hứng về dạy con đầy “yêu thương,
khen ngợi, nhìn nhận” cho các thế hệ phụ huynh Việt Nam.
Key features:
- Website truyền cảm hứng dạy con bằng “yêu thương” đầu tiên tại Việt
Nam
- Thông tin sự kiện, cha mẹ cùng đến tham dự
Đêm hội giáo dục cùng Shichida và những con số
ấn tượng
Ngày hội Shichida diễn ra vào tuần trước với thu hút sự tham gia của hơn
500 bậc phụ huynh. Chương trình truyền cảm hứng về phương pháp giáo
dục hiện đại cho các cha mẹ Việt Nam. Cùng điểm qua những con số ấn
tượng.
Key features:
- Số lượng người tham gia, hình ảnh
- Chương trình ra mắt website “Mẹ Kể Con Nghe”, qua đó truyền cảm hứng
dạy con bằng “yêu thương, khen ngợi, nhìn nhận”
Các Mẹ đã sẵn sàng tham gia ngày hội Shichida
chưa nhỉ? Không chỉ được tham gia các booth tư
vấn miễn phí, các cha mẹ Việt Nam còn được các
lắng nghe chia sẻ, truyền cảm hứng về phương
pháp giái dục hiện đại nữa nhé.
Fanpage demo angles
Vừa lướt qua website “Mẹ Kể Con Nghe” của
Shichida, cảm thấy sau những mái nhà khác
nhau, là những câu chuyện yêu thương như
nhau. Dạy con bằng ròi thì dễ, yêu thương khen
ngợi mới khó. Hi vọng một thế hệ phụ huynh
mới sẽ tạo nên nhiều tài năng mới.

24. Shichida
SHICHIDA FANPAGE - ALWAYS ON CONTENT
HOW YOUR SON FALLS FOR
YOU
- Tips to make your sons fall for you
“TELL ME, MOMMY” SHOW
- Inspiring story
- Recap TV Show
- Information about TV Show
SHICHIDA METHOD
- Information about Shichida method
- Quiz, Event

25. Shichida
TACTICS MAPPING
Share information &
draw their fans to
campaign
Social KOL
Social seeding
Share information &
daily inspiring parents
News
Officialize &
widespread the
information
SEO, SEM
Make “Shichida TV
Show” the talk of
the town

26. Shichida
Statistics and facts about
parenting, touching familial
stories
Activation booth registration, co-
creation registration
Engagement trials, TV shows,
conclusion event
Always-on
content

27. Shichida
KPIs
Quantity Unit
Phase 1 30,000
300
100,000
Video views
Organic social share of video
Media impressions
Phase 2 4800
960
1,000,000
4,000,000
50,000
Parents participate in trial classes
Parents in 6 cities participate in “14 Days for a Generation”
Television impressions
Media impressions
WOM impressions
Phase 3 100,000
100,000
50
Facebook fans
Social Impressions/posts
Earned media articles

28. Budgetplanning
Items Details Cost (billion VND) Duration
TRIGGER Survey Create meaningful and dependable materials for reporting 0.05 2 weeks
Viral video Production and seeding 0.5 4 weeks
PR Insightful facts & statistics 0.05
ENGAGE Shichida trial experience Free classes, materials (survival kit), call center 0.5 8 weeks
60-minute TV shows Experts, production, broadcasting 1.2 8 weeks
Community engagement Community events in clubs, associations 0.2 8 weeks
PR Report on activation classes, community outreach, personal
experience and Shichida dedication for Vietnam
0.4 8 weeks
Activation booths Supermarkets 0.3 4 weeks
AMPLIFY Press Conference & Gala
Night
HCMC & Hanoi 0.6 2 days
Website construction 0.2
Others Facebook Growth and advertising 0.3 12 weeks
SEO, SEM, Ad network 0.3 8 final weeks

29. Shichida
Thank you