COMMUNICATION

PLAN

Table of content

AnalysisTarget AudienceMessage

Plan

- International qualification

- Highest fee

- Best facilities (International

school in Viet Nam)

- The most well-known

international school in Viet

Nam

- 4 years program

- International qualification

- 2nd highest fee

- Good facilities but small

- 3 years program

- Vietnamese qualification

- 3rd highest fee

- Best facilities (Private Residential

School)

- The most well-known private

residential school

- 4 years program

- Vietnamese qualification

- Lowest fee

- Good facilities

- 4 years program

COMPETITOR

OPPORTUNITIES- Viet Nam has been a member of the WTO since 11 January 2007. More

and more international companies choose Viet Nam as a ideal nation to invest.

- Therefore, students with international qualification and good English are easier to find a good job after graduating.

- However, some parents don’t want to let their children study abroad and they choose international school in Viet Nam.

THREATS

- Vietnamese preconception: “Government schools are better than international and private residential schools”

- More and more private residential schools are established in Viet Nam

AUDIENCETARGET

AUDIENCE PORTRAIT#1Students have graduated high school. Their parents want to let them study in international school but they can’t afford RMIT’s fee.

#2Students have graduated high school. Their parents want them to get international qualification but don’t want them to go abroad.

AUDIENCE PORTRAIT#3Students have graduated high school. But their score are not enough to study in government universities.

MESSAGE

#1

Students have graduated high school. Their parents want to let them study in international school but they can’t afford RMIT’s fee.

MESSAGE #1

International school with international qualification

#2

Students have graduated high school. Their parents want them to get international qualification but don’t want them to go abroad.

MESSAGE #2

Get international qualification in Viet Nam

#3

Students have graduated high school. But their score are not enough to study in government universities.

MESSAGE #3

Government university is not the only way to have a good job nowsaday. Educational enviroment changed.

KEY MESSAGE

Get international qualification in Viet Nam. Why not?

Viral clip

Content

Advertorial Forum Facebook Youtube

Viral clip

ContentTuan is a success business man. Today he is a speaker in workshop. One student asks him: “I’ve failed in university examination and my parents are disappointed about me. I am really sad and don’t know what to do now. Can you give me some advices what should I do ?”. Tuan smiles and his memory show up. The day he failed in university examination, he cried sadly. His father smiled and told him:”Don’t worry, son. Government university is not the only choice. Just never give up. I will be always by your side”. His father’s words made Tuan stronger then they find out PSB college. Tuan tried his best studying and got international qualification. After that he went to Singapore to finish MBA and had a good job in international company. Back to present, he answers: “Don’t worry, guy. There are many ways to become success man. Just never give up”

Advertorial

Title

1. Universities in Viet Nam today

2. Vietnamese education changes in past 10 years

3. Get international qualification in Viet Nam is easier

nowaday

Content

1. Is there any way to get international qualification without going

abroad?

2. Which school should I study if I failed university examination?

3. Is there anyone have studied in PSB college? Can you review and

give me advice about this school ?

Content

Forum

- Link advertorial, viral clip.

- Learning english tips

- PSB College student review about school

- PSB College events

- PSB College courses’ detail

Content

Facebook

- Learning english tips

- PSB College student review about school

- PSB College events

Content

Youtube

Facebook Ads

Digital Tools

Google Adword

Google Display Network

GoogleRemarketin

g

FacebookRemarketin

g

Digital ToolsFacebook Ads

#1 Target by demographicAge: 17 – 22Location: HCMCEducation: in high school, some high school, high school grad, Tri Duc school,…

#2 - Target people who join PSB college events- Target people by their email

Digital ToolsGoogle Adwords

Analysis(Google Keyword Planner)

Keyword : + “dai hoc quoc te” – 12.100 searches in 2015 Aug+ “kinh doanh” – 27.100 searches average monthly search

Ad demo

Google Display Network

Keyword related• dai hoc quoc te• Kinh doanh• Cao dang• Truong dai hoc• Truong dai hoc quoc te• Hoc cao dang• Moi truong quoc te• Truong dai hoc quoc te tai viet nam• Truong quoc te o thanh pho ho chi

minh

Targeting method• Jobs & Education• Books & Literature• Some specific website, youtube

channel

After visit our website, people will be tracked and see our ads: