Vietnam Public Relations Campaign Proposal
WHEN: Spring 2020
FOR WHO: This public relations plan was created for my Public Relations and Civic Responsibility class. We were given a mock Request for Proposal (RFP) from the Socialist Republic of Vietnam and created our proposal for the country's government.
WHY: The RFP asked for a PR agency to help raise Vietnams profile globally, particularly in North America and in the United States. They requested the agency create a new strategic slogan for the country that could be used for all tourism materials. The request also asked to consider: strategic and cost-effective social media to communicate attractions, messaging to tourists and potential investors, and tactics to represent the country as safe, economically stable, and culturally rich to these audiences.
WHAT: I worked with one of my classmates to create our 36-page proposal.
We began with research. I wrote our situation analysis which allowed us to identify areas of opportunity for the client. These included improving human resources, safety, economic management, and cultural offerings.
I also examined Vietnams recent "Timeless Charms" campaign. This increased external tourism, but mostly from Asian countries. I identified a need for different marketing strategies to appeal to American travelers who value convenience, variety and messages that inspire consumer confidence. This informed our slogan "Your Vietnam."
Next, we identified key publics. These included: Vietnamese citizens working in the tourism industry; international travelers–specifically eco-friendly travelers, and travelers from Denmark, Sweden and Finland; North American tourists ranging from 20-38 (Millennials and Gen Z); and potential investors from countries such as Scandinavia. We noticed the potential to draw tourists away from city centers to eco-tourism destinations. For more details on our choices of publics, refer to the full proposal linked at the bottom of this page.
We developed measurable objectives, messages and strategies catered to our research and audiences which can also be viewed in the full document.
I thought of and worked on several major parts of our proposal. I guided us to construct a PESO modeled campaign (with paid, earned, shared and owned media types) to guide a sufficient balance of tactics to accomplish our objectives. I also thought of the micro influencer campaign as a part of our "paid" and "shared" efforts, and found real influencers that had the niche audiences were trying to reach. Details of this component are show below. For our owned and earned media, I thought of the the online cultural workshops to strengthen tourism human resources. Additionally, I designed all of our deliverables, such as advertisements and mockups, some of which are included below.
This project strengthened my experience with the extensive research and collaboration necessary in creating an integrated public relations campaign with diverse tactics.
Micro Influencer Profiles
Click on each image to view individually in detail.
Scandinavian Ad and Mockup
Click on each image to view individually and in more detail.
