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MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL

MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL. Presented by Team 2 : Suhail, Annabelle, Dewi, Emel, Hafieqa, Vivian. Research. Common hangout place Bangladeshi - Little India. Chinese - Geylang Technology Highly dependent on mobile phone for Internet, Radio and SMS

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MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL

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  1. MARKETING COMMUNICATIONS CAMPAIGN PROPOSAL Presented by Team 2 : Suhail, Annabelle, Dewi, Emel, Hafieqa, Vivian

  2. Research Common hangout place Bangladeshi - Little India. Chinese - Geylang Technology Highly dependent on mobile phone for Internet, Radio and SMS Bangladeshi - Listens to 96.3FM and 96.8FM - A few owns Facebook account Chinese - Listens to 97.2FM

  3. Research 2013’s Roadshow Main focus - Workplace safety 2013 Riot in Little India Congregation becomes concern More amenities/recreational centres to be built Cater to physical and emotional needs

  4. Key Findings • Previous roadshows focused a lot on workplace safety. • Migrant workers highly dependent on mobile phones. Mostly listen to radio 97.2FM,96.3FM, 96.8FM. • Bangladeshi workers often go to Little India to run errands and congregate. • Chinese workers often go to Geylang and congregate. • Previous roadshows are of one-way interaction. • The Indian workers feel that games will attract them to the roadshow while the Chinese workers felt that music will attract them. • Some uses facebook and buys the $7/month Therefore for 2014 • Stress on other legal and welfare messages. • Simplify the language in posters • Reach out to them about roadshow via SMS, radio and posters

  5. Feedback from Miss Gan firstly, dont put key findings that way research comes first ---> state our findings of pestle and swot ---> then, elaborate based on the pestle and swot, they key findings are 1) 2) 3) (therefore we realise that the use of social media is higher) *Key findings MUST BE BASED ON THE PESTLE AND SWOT. Put all the 3 pointers in one slide. Key finding = is not a fact (it is based on pestle and swot) e.g. what we realise in the research, work fatality is increasing! can get from psycho and demographics ya. *Get the facts to justify. MOM is the government. they will be protective so yeah need facts to support.

  6. Key Findings-must be from pestle and swot • Last year's roadshow focused a lot on Workplace Health & Safety → Construction industry contributed 46.4 per cent of all fatalities in 2011 http://www.straitstimes.com/breaking-news/singapore/story/number-overall-workplace-deaths-down-deaths-construction-sector-201303 With the recent Little India Riot, many issues were raised. Therefore this year, we are focusing on the legal and welfare issues we may want to consider What are we going to do: → Share the law of Singapore → Educate them about their rights → Suggest solutions if they are facing problems

  7. Feedback from Miss Gan dear MOM, workplace and safety is still a issue but legal is also another issue we might wanna consider addressing to the foreign workers *WHAT WE ARE GOING TO DO part = should only be mentioned AT THE END OF THE SLIDES* a

  8. Key Findings 2. Technology → Social Media → Foreign workers are starting to use social media through their phones → They can spend up to $600 to get the latest smartphones → Some of them use it to connect with their families http://www.straitstimes.com/breaking-news/singapore/story/many-foreign-workers-use-social-media-connect-home-20140105 What are we going to do: → Use smartphone functions such as Apps to spread information → SMS to inform, attach visuals

  9. Key Findings 3. According to_------ there will be more recreational centres built for foreign workers → These centres will provide amenities such as remittance services, supermarkets and sports facilities. → These centres are trying to cater to their physical and emotional needs http://newslink.asiaone.com/user/OrderArticleRequest.action?order=&_sourcePage=%2FWEB-INF%2Fjsp%2Fuser%2Fsearch_type_result.jsp&month=01&year=2014&date=21&docLanguage=en&documentId=nica_ST_2014_30518716 source What are we going to do: → Share with them facilities that are prepared for them → Show them they are valued member of the society

  10. Communication Objectives → To inform 15,000 foreign workers about the public roadshow through Radio, SMS and print by the end of June. → To attract 7,000 foreign workers to the two public roadshow in June. → To educate 4,000 foreign workers about the seven key messages by the end of the two public roadshows.

  11. Feedback from Miss Gan too boring very wordy why only 1 objective? must have a few. (if we use the apps, we already hit out to how many people? 80 would at least have handphone) 1) To communicate messages with at least 80% to current foreign workers population on the existance of the roadshow via sms/ mobile app by WHEN 2) To attract 15,000 foreign workers to atend the 4 roadshows etc.etc.etc. 3) To educate 12,000 foreign workers on the two key messages on (workplace health and safety regulation) & (worker's responsibility) with the budget of $70,000 over the period of 5 months. dont need to explain the SMART behind it.

  12. Key Message “Protect yourself. Know your rights.” Educate foreign workers on the various laws in Singapore such as littering, rioting, workplace safety. etc. Know your rights - Educate foreign workers on their rights and responsibilities. Eg: Salary, welfare , policies.

  13. Key Message (Edited) Know what you deserve Protect yourself Know your rights - Educate foreign workers on their rights and responsibilities. Eg: Salary, welfare , policies. Educate foreign workers on the various laws in Singapore such as littering, rioting, workplace safety. etc.

  14. Feedback from Miss Gan Key message: change to: "something something, protect yourself." (slogan) good that we have the explanation of the slogan below =(a.k..a ey message)

  15. IMC Tools - Print

  16. Mock up

  17. IMC Tools - Radio Favourite stations: 97.2 FM, 96.3 FM, 96.8 FM → One of their favourite activities when they are having their breaks → Is in their Mother Tongue language therefore easier to attract → Accompanied with music that they love → Targeted at our audience by their demographic (language) → Can reach out to many people at the same time

  18. Mock up - One work pass one job Mr Tan: Raj. I will pay you $100 to help me move house. How about that? Raj: $100 ah, sir? That’s a lot. Mr Tan: Ya, come and help me. Raj: But I already have a job. My boss say I cannot work for anyone else. Mr Tan: Aiyo, move house only. You keep quiet I keep quiet nobody will know. Raj: But still, boss say cannot. (footsteps) In Singapore, one work pass only allows you to work one job. Know the laws and protect yourself. For more information, join us at the upcoming MOM Foreign Worker roadshow on 22nd and 29th June at Little India and Paya Lebar respectively.

  19. Mock up - Salary on time, every time Chen: Lee, can you lend me some money? Lee: Didn’t you receive your salary two weeks ago? spent them all? Chen: Hmm, to be honest,I haven’t receive my salary. Lee: Do you know you have the rights to receive your salary on time? Go and ask from boss. Chen: Ok, I will do that tomorrow. In Singapore,foreign workers are protected by the law . Know your rights. Stand up for yourself. For more information, join us at the upcoming MOM Foreign Worker roadshow on 22nd and 29th June at Little India and Paya Lebar respectively.

  20. Mock up - Rest well, work well Kumar: Muthu, are you working overnight tonight? Muthu: No I’m not. Are you paid 1.5 times your hourly salary for your overtime? Kumar: Yes I am. At least I am getting paid for the amount of work I’m doing. Muthu: Yes, we should know what we get when we do overtime. In Singapore, the welfare of foreign workers are protected. Be sure to ask for your 1.5 times salary when you work more than 8 hours a day. For more information, join us at the upcoming MOM Foreign Worker roadshow on 22nd and 29th June at Little India and Paya Lebar respectively.

  21. Mock up - No License, Walk away Wu: This company asked me to work for them and they are paying quite a lot. Huang: Is that company licensed with MOM? Wu: I don’t know. I didn’t ask. Huang: It is illegal to use the services of an unlicensed agency. Must check every time. Wu: Ok, I will ask them tomorrow. In Singapore, you may be fined up to $5,000 for working under an unlicensed agency. Know the laws, protect yourself. For more information, join us at the upcoming MOM Foreign Worker roadshow on 22nd and 29th June at Little India and Paya Lebar respectively.

  22. IMC Tools - SMS → Direct marketing is more personal → Use their phone a lot → Allows them to refer back to information in the message later on. → Easy to measure the effect. → Alternate Sun 3pm for 1 months from late April + 15 & 19th June (20thApril, 4thMay, 18thMay, 1stJune, 15thJune, 19thJune) 1. “Good afternoon! There will be a public roadshow coming up soon. We will update you with more details over the following weeks. Know what you deserve. Protect yourself. --Ministry of Manpower(MOM)”

  23. Mock up 2. “Good Afternoon, tune in to the following radio stations, 97.2 FM, 96.8FM & 96.3FM to find out more about the upcoming public roadshows. It will include sharing sessions with fellow workers. There will be prizes to be give away. Know what you deserve. Protect yourself.--Ministry of Manpower(MOM)” 3. “Good Afternoon, the roadshow will be held on the 22nd June(Indians and Bangladesh) and 29th June(Chinese) from 2 pm onwards. Do look out for the next upcoming message. Know what you deserve. Protect yourself.--Ministry of Manpower(MOM)” 4. “Come down to the Foreign Worker Roadshow at XXX on XXX from 4 pm onwards where there are games ,music and lots of fun. It is FREE and there are attractive prizes to be won! Know what you deserve. Protect yourself.--Ministry of Manpower(MOM)”

  24. Mock Up 5. “Good Afternoon, this is a reminder message. The roadshow is next week so come down for a ton of fun! As usual, tune in to 97.2 FM, 96.8FM & 96.3FM to listen to stories about fellow workers. Know what you deserve. Protect yourself.--Ministry of Manpower(MOM)” 6. “We cannot wait to see you this coming/ next sunday! Come excited! There are games, music and lots of fun! There are many prizes to be won too! Know what you deserve. Protect yourself.--Ministry of Manpower(MOM)”

  25. IMC Tools - Roadshows

  26. Mock -Up Questions for Dart: You already have a job and someone offers you one more. Do you take it? Answers: Yes Take it. More Money What! No! Don’t take it. I will get into trouble Yes I can find new boss if i get fired. No it can lead to trouble with MOM.

  27. Roadshow Details- Indians Date: 22nd June Location: Empty space opp.Mustafa centre. Time: 2pm-8pm Target: 3,500

  28. Roadshow details- Chinese Date: 29th June Location: Empty space Opp. Paya lebar station. Time: 2pm-8pm Target: 3,500

  29. Dorm Roadshow

  30. Dorm Roadshow (7.30pm - 9.30pm) Programme Schedule

  31. Public Roadshow

  32. Public Roadshow (2.00pm - 8.00pm) Programme Schedule: Bangladeshi

  33. Public Roadshow (2.00pm - 8.00pm) Programme Schedule: Chinese

  34. Dormitory Roadshow: 16 April to 15 June March April (Distribute posters and flyers) May June July Public Roadshow: 22 June & 19 June Feedback Pre-publicity • radio commercial (2 April - 8 June) • radio talk segment (6 April - 8 June) • text message (20 April May - 6 June) Planning

  35. Price → 10,000 sets of free gifts $30,000 → Flyers: 120,000 flyers at $1,600. → Posters: 294 A2 full colour posters for approximately $850 → Banner: 3ft x 10ft approximately $150 → SMS: 20,000 workers x 6 = 120,000 120,000 x $0.024= $2,880 → Radio Commercial: → Manpower: $8000 → Radio Talk Segment: $15,000 Remaining: $2,320

  36. Free Gifts mock-up

  37. Feedback from Miss Gan IMC TOOLS IMC tools what is our strategy? why we no mention? we need the concept plan so its a 5 months programme, in this duration we are going to................. (tell how you are going to attract) (what is in the sms that will make them interested?) e.g. i have a blog... be mysterious to make them curious and attracted. then after that, send out messages. process of pre-publicity e.g. in the SMS we are going to propose sms such that..

  38. Feedback from Miss Gan IMC TOOLS (publicity)poster to alert them about roadshow... OR poster to talk about the message! We need the roadshow as IMC tool!!!! for the message!!!!!~ e.g. in the roadshow we are going to have ..... ..... booths ..... in the roadshow, how to we get them to understand the message? full day roadshow? through game booths? through what? through this segment? through that activity? where is the messaging part?

  39. Feedback from Miss Gan IMC TOOLS lets find out if there is BANGLA facebook language! under "social media apps" ---> facebook (print screen facebook in bangla) We are also using Public Relation tools GOODIE BAGS = what goodies? prepaid cards?. first few people to come can get smartphone!!! BUILDING RELATIONSHIP. DO BUDGET AT THE END. DONT STATE PRICE.... how we do intend to distribute? mock ups!!!!! omg

  40. Feedback from Miss Gan others: LET THE SPEAKER SHARE THE STORY. we can put a bangladeshi worker photo in the middle then we arrow out points.... this person does this this person needs this

  41. Thank You

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