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    The document proposes a communications campaign for a Stop AI Program in Vietnam. It outlines objectives to increase awareness of certified poultry products in the Tay Ho district and reduce the risk of avian influenza outbreaks. The campaign would advertise certified products in publications and place dramatic posters at committee meetings to educate consumers and outlets on the importance of certification for public health. Key messages emphasize that consuming certified products shows love for family and plays a role in preventing disease spread.

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    The document proposes a communications campaign for a Stop AI Program in Vietnam. It outlines objectives to increase awareness of certified poultry products in the Tay Ho district and reduce the risk of avian influenza outbreaks. The campaign would advertise certified products in publications and place dramatic posters at committee meetings to educate consumers and outlets on the importance of certification for public health. Key messages emphasize that consuming certified products shows love for family and plays a role in preventing disease spread.

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    32 views22 pages

    Stop AI Proposal

    Uploaded by

    Beo Thai
    The document proposes a communications campaign for a Stop AI Program in Vietnam. It outlines objectives to increase awareness of certified poultry products in the Tay Ho district and reduce the risk of avian influenza outbreaks. The campaign would advertise certified products in publications and place dramatic posters at committee meetings to educate consumers and outlets on the importance of certification for public health. Key messages emphasize that consuming certified products shows love for family and plays a role in preventing disease spread.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    of 22

    COMMUNICATION CAMPAIGN

    FOR STOP AI PROGRAM IN


    VIETNAM

    Submitted by Vero Public Relations


    2 November 2010
    Agenda
    1. Vero Public Relations Credentials,
    Background and Account Team
    2. Communications Objectives
    3. Communications Program
    4. Budget Proposal and Next Steps
    About Vero Public Relations

    Full-service agency with wholly owned offices in Thailand,


    Vietnam and Cambodia. Staff of specialists in public relations,
    events, design, advertising, video production, research,
    promotions and interactive
    • 20+ years of developing, managing and promoting some of the world’s premier
    companies and organizations
    • Privately held, American-owned company offering unique client benefits
    • Adaptable to different styles, cultures and budgets
    • Agency-trained strategic thinkers who go above and beyond
    • Big agency experience without the overhead
    • Hands-on from senior-level experts every step of the way
    • Same resources, documentation and tools as larger firms
    • Key success factors: Client service, stellar results, expertise and passion
    Vero Public Relations Capabilities
    • Brand Positioning • New Product/Brand Launches
    • Community Relations • Press Kit Development
    • Contest and Sweepstakes • Product/Service Repositioning
    • Editor Desksides/Media Tours • Publicity Driven Promotions
    • Government Relations and Events
    • Grand Openings, Renovations • Social Media
    and Expansions • Sponsorships, Partnerships and
    • Interactive Cross-Promotions
    • Internal Communications • Strategic Planning
    • Issues/Crisis Management • Research
    • Marketing Collateral • Thought Leadership
    • Media Familiarization Trips • Viral and Guerilla Marketing
    Vero Public Relations Experience
    Vero Public Relations supports the Rolls-Royce regional office in Vietnam in
    communicating the attributes of their world-class power systems to important
    stakeholders in Vietnamese government and leading private and state-owned enterprises
    in Vietnam. On behalf of Rolls-Royce Plc, Vero Public relations organizes media events,
    seminars, and creates key messages and press materials to reinforce Rolls-Royce’s
    position as the world’s premier power-systems company.

    BT Global Services makes high-end communications devices for CEOs and executives
    around the world. In Vietnam, Vero Public Relations helped to promote BT’s entire
    product line, including a state-of-the-art virtual meetings tool that can be found in
    executive board rooms around the world.

    Violation of intellectual property rights is a serious issue in Thailand and Vietnam. Vero
    Public Relations has helped the Business Software Alliance engage with key government
    stakeholders and the business community in Thailand and Vietnam to promote the
    economic value that respect for intellectual property and trademarks can deliver.

    Reaching Vietnam top executives from banking industry, securities firms and investment
    funds,  Interbank Forex, the U.S.-based broker of off-exchange retail foreign currency,
    looked for broker partners in Vietnam. In order to help them extend their business
    network, we organized a cocktail reception with the participation of top executives from 75
    banks, securities firms and investment funds.
    Vero Public Relations Experience
    The East Meets West Foundation is Vietnam’s longest-serving NGO. We were tapped to
    support East Meets West in public relations support and celebrity endorsements for their
    20th anniversary gala ball, which attracted 200 of Vietnam’s leading business people and
    entrepreneurs. We also leveraged a performance by Y Lan, her first-ever live show in
    Vietnam.

    Promoting the value and quality of Italian goods and services is the task Vero Public
    Relations manages for the Italian Chamber of Commerce in Vietnam. Through web
    development, and a new brand identity campaign, we are helping the chamber of commerce
    reinforce it’s image as the face of Italian commerce in Vietnam.

    Vero Public Relations headed a social media campaign to support Asia Pacific Breweries in
    their efforts to promote responsible drinking in Vietnam. We engaged Vietnam’s leading
    lifestyle bloggers, helped them throw 2009 New Years Eve Parties, and then engaged the
    bloggers to develop content with positive messages about responsible drinking.

    Vero Public Relations managed an employee stakeholder survey of Diageo employees in Ho


    Chi Minh City, Hanoi and Danang. We conducted more than a dozen in-depth one-on-one
    interviews with a variety of Diageo employees, conducted online interviews with 75
    employees and developed reports and analysis for Diageo HQ
    Vero Public Relations Experience
    Promoting MSN as an excellent destination for advertising and encouraging use of
    MSN’s blogging tools were the main elements of a retainer in support of MSN in
    Thailand.

    Reaching Vietnamese youth and their parents was the key objective for Vero Public
    Relations in a major project for the elite boarding school, Cempaka International
    Ladies College. Vero Public Relations hosted events and press meetings to highlight
    the attributes of the Cempaka brand in Vietnam.

    The Global German company TUV SUD hired Vero Public Relations to launch their
    new laboratory in Vietnam and reach out to Vietnam’s leading fashion creators and
    garment producers. In addition to special events for key TUV SUD customers and
    new client prospects, we organized a nationwide media campaign to help drive new
    business for TUV SUD’s new lab in Vietnam.
    Client References
    Melissa Cheah
    Communication Manager – Marine & Asia Pacific
    Rolls-Royce Singapore Pte. Ltd.
    25 International Business Park #04-55/59 German Centre
    Singapore 609916
    DID: 65-65948180 Gen: 65-65948150
    Fax : 65- 65948199 Mobile: 65-90698474
    Email: [email protected]
    Roland Chan
    Director – Marketing Asia, Business Software Alliance
    Malaysia Representative Office - Level 36 Menara Maxis-Kuala Lumpur City Centre
    50088 Kuala Lumpur - Malaysia
    Telephone: +60 3 2615 0180
    Fax: +60 3 2615 0181
    Email: [email protected]

    Abigail DeGraff
    Global Public Relations and Social Media Specialist
    Interbank FX
    Direct: 801.930.6833
    Toll Free: 866.468.3739 x6833 Fax: 212.884.0609
    Email: [email protected]
    Target Audience
    Who are they? Communication needs?
    Primary audience
      •Residents of the Tay Ho neighborhood •To be aware of the risks associated with their daily
    (regular consumers of •Men and women who have their own consumption of poultry products
    poultry products) family with children to take care of •To take care of their loved one in the best way possible
    •Urban, upscale with middle to high by choosing the certified products
    incomes •To be socially responsible by playing their individual role
    •Highly concerned with health issues in preventing the mutation and dissemination of
    diseases originated from animals/birds

    Secondary audience
      •Outlets of poultry products for those of •Concerned with certifications and standardizations as a
    (Supermarkets, middle to high incomes means to reassure/attract their customers
    restaurants, and
    hotels) •Present at consumers’ convenience •Show them being socially responsible as major
    •Information disseminating points educational hubs on the public’s perception
    Communication Objectives
    • To advertise the Naturally Vietnam products by
    contracting with HORECA publications and other
    appropriate magazines to place advertisements of NVN
    products and retail outlets.

    • Over the course of 2 weeks of this campaign, public


    awareness of the consumption of certified poultry
    products is greatly heightened within the Tay Ho district
    and the profound impacts of the inevitable consequences
    of prominent outbreak of HPAI is deeply realized.
    Key Messages
    To primary audience:
    • Consuming only certified poultry products is showing
    your love and concern for those you care and playing
    your individual role in keeping society free from
    outbreaks of HPAI.

    To secondary audience:
    • Being certified and standardized in the system providing
    safe poultry products in the area is the way to show your
    corporate responsibility towards preventing the possible
    outbreak of HPAI.
    The themes

    2 respective concepts of graphics that can be display in


    different media

    • The Đông Hồ design: base on the concept of Đông


    Hồ paintings to inject the sense of being truly
    Vietnamese/Hanoian through the use of Naturally
    Vietnam products.
    The themes
    The themes
    • The dramatic
    consequences design:
    inflicting fears by
    showcasing the
    inevitable consequences
    of the mutation and
    widespread of the
    disease.
    Committee/Community meetings

    • Meet with heads of residential groups in Tay Ho


    district to raise their awareness on the Naturally
    Products
    • Hand out posters bearing the scare tactic concept for
    them to post on their ward’s bulletin board
    • Suggest them to go back to their respective ward to
    incorporate the information in the monthly ward
    meeting with the residents
    Posters/Banners

    • Bear the Dong Ho concept


    • Posters placed in front of restaurants, hotels, and
    supermarkets proving this is a certified source of
    poultry products
    • Banners hung up in the spots that attract most
    attentions, the intersections of the Tay Ho district and
    Ba Dinh district (one of the downtown areas in the
    capital), and especially around the West Lake area
    Certificates & Mini standees

    • Certificates: Issued to restaurants and hotels that


    comply with the consumption of only certified
    poultry products.

    • Mini standees: Placed in the middle of tables in


    certified hotels and restaurants to directly aim at the
    patrons who fit in the group of primary audience
    News release

    • Direct distribution of news releases to magazines and


    newspapers concerned

    ‘One STAMP to prove that WE CARE


    Not many people are aware that it is within their power
    to make a dramatic change to their own health and the
    well-being of the whole society. As the Avian Influenza
    (H5N1) has played its toll on the community in the
    recent years, more than ever we have to take measures
    to fight against the possibility of a future outbreak.’
    Forum seeding

    • Peer review forums have increasingly gained trust


    among groups of people of similar interests
    www.webtretho.com
    www.lamchame.com
    www.diendan.yeutretho.com
    www.tinhte.vn
    • These forums can help disseminate and increase the
    awareness of the issue
    Bulletin boards in kindergartens

    Concerned parents of kindergarten and pre-school


    children would particularly pay attention to posters
    put up on the bulletin boards
    Budget allocation
    Items Cost (USD)
    1. Committee/Community Meeting
    2. Posters (designing + printing)
    3. Banners (designing + printing)
    4. Certificates (designing, printing,
    distributing)
    5. Mini standees
    6. News release
    7. Forum seeding
    8. Bulletin boards in kindergartens
    How To Reach Us
    Vietnam Office Bangkok Office
    The Landmark Building Ton Son Building
    5b Ton Duc Thang Soi Ton Son
    District 1 , HCMC, Vietnam Ploenchit Road
    Phone: (848) 629 10462 Bangkok, Thailand 10330
    Fax: (848) 629 10464 Phone: +66 (0) 2684 1551
    Fax: +66 (0) 2684 1553

    Website: veropr.com
    Blog: veropublicrelations.blogspot.com/
    Facebook: facebook.com/veropublicrelations

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