Published on February 16, 2014
TECHCOMBANK INHERIT THE TRADITION, INCREASE PROSPERITY An Events & PR Presentation by Dentsu Alpha Limited Write-On the Prosperity
Summary of Discussion PR Strategy Topline Action Plan Event Campaign Action Plan Write-On the Prosperity
TECHCOMBANK INHERIT THE TRADITION, INCREASE PROSPERITY Brief Techombank trusts in Dentsu Alpha’s passion and capabilities to come up with a public relations plan to communicate the corporate and advertising campaign in support for Thang Long Hanoi 1000 Years. With this campaign, Techombank aims to clutch the mindshare of Hanoian people as well as create a credible (emotional and functional) connection among the key targets: media, Hanoi people and tye whole Vietnamese nation. Objectives To work towards the goal of promoting Techombank as the “credible voice of the category” by taking the leadership stance in educating media, industry & publics To highlight the Heritage of Techombank through the “Inherit the Tradition, Increase Prosperity Campaign” which emphasized its bright outlook and vision. Write-On the Prosperity
TECHCOMBANK INHERIT THE TRADITION, INCREASE PROSPERITY Media Strategy - Utilize media channels in Print, Online, TV to effectively publicize the campaign & communication. - Ensure relevant media presence and support for campaign (as well as events) as a means to reintroduce the brand to our key targets. Print Major Dailies (Business, News & Lifestyle) Business Magazines News Publications Online TV News Special Talkshow Business Oriented Programs News Website General Websites Business Oriented Forums Media Tactics: Special Features, Advertorials, Editorials, News Feature Media of Communication: Print (primary), TV and Online (secondary) Write-On the Prosperity
TECHCOMBANK INHERIT THE TRADITION, INCREASE PROSPERITY Message Strategy Key PR Message Techombank supports the 1000 Years of Thang Long Celebration encouraging ALL to nurture the tradition of Vietnamese Prosperity. Theme W!te-on "e Pro#e!ty Messaging Manner Emotional: Positive, Uplifting, and Proud Functional: Factual, Achievement-focus and Credible Write-On the Prosperity
TECHCOMBANK INHERIT THE TRADITION, INCREASE PROSPERITY PHASES Introduce, discuss and elaborate the Write-On the Prosperity Campaign together with Techcombank corporate information. Elaborate on the ﬁnancial aspect and know-how in building and maintaining Prosperity. Target and utilize the bank’s commitment in embracing tradition and prosperity for the next 1000 Years.
Techombank Prosperity Mingling with Media Press and Media Conference / Launch A meet-up of members of the Press in a IndoChine Prosperity themed setup. It aims to communicate the launch of the campaign as well as communicate information about the bank’s milestones: •Garden-inspired •Hanoi Lake inspired setup •Speeches from Top Ofﬁcials •Government Ofﬁcials as Guests •Formal Launch of Campaign •Promotion & Golden Coin Souvenir •AVPs Write-On the Prosperity
Techombank: In the Forefront of 1000 Years of Prosperity (Advertorial) An advertorial detailing two success examples: (1) Techcombank’s strong history; and Techombank’s inspired vision to maintain its Prosperity. •Pictures of early past and present •Important milestones in the bank history •Vision of the future •Connection on the 1000 Years of Thang Long Celebration Write-On the Prosperity
Techcombank Milestones Special Section Publication Supplements A special supplemental section in the major dailies to announce Techcombank’s salute to Thang Long’s 1000 Years. • • • • Greetings from Techcombank’s Board of Directors Greetings from Techcombank’s Partners Milestones and previous projects Future projects to attain 2010 vision to be the top bank in Vietnam. Write-On the Prosperity
Techcombank’s Secret to Prosperity: Trust, Quality and Effectiveness (TV Documentary or Print Feature) Techcombank’s sharing the secret of its corporate success as well as the partners that helped them achieved heights: people, corporation and individuals. •Elements of long term vision will be categorized to: Trust, Quality and Effectiveness. •Pictures, testimonials and story will be gathered to increase credibility and realness. Write-On the Prosperity
Financial Experts’ Advice Financial Prosperity I Do’s and Dont’s (Blog & Column) Techcombank Executives start and maintain a blog and newspaper columns to give advice and write about the Do’s and Dont’s Guidelines in starting Financeial Prosperity. Letter type. Case Studies Practical and Doable Relevant to targets’ situation Write-On the Prosperity
The Landscape of Financial Commerce: Prosperity.. Then and 2010 (Photo Essay + Advertorial) A photo essay and advertorial based on research highlighting the story of currency and economic business in Vietnam. - Pictures and Photos of Hanoi/HCM and Trading Trends - Global Analysts and Experts opinions - Graphs and Studies Write-On the Prosperity
Tradition & Wealth: Keys to Getting Ready for A Prosperous Nation (Techombank Executive Interviews) - Interviews with Top Ofﬁcials to discuss Techcombank’s Services and involvement in 1000 Years Thang Long Celebration - Reinforce its commitment to become one of the innovation mover in the category. - Discusses importance of Tradition and Wealth as they are core driver in the campaign. Write-On the Prosperity
Event and Promotion Coverage (TV, Print and Online) Events & CSR Program Promotion Activation Extensive coverage in Television, Print and online in all suitable for the targets. Write-On the Prosperity
How the Vietnamese Millionaires Get their Prosperous Millions Feature Series on Successful Business Hanoians (Advertorial) A sitdown feature or advertorial focusing with successful Vietnamese Millionaires and sharing their small beginnings and how they ensure that their success will last 1000 Years, Write-On the Prosperity
1000 Years 1000 Prosperity Tips (Feature Article) A big branded Piggy Bank will be placed in all branches (as well as high trafﬁc places) to symbolize the importance of the habit of saving not just money but WEALTH. Tips written in paper can be picked up by consumers. To support its communication, a feature article will be published the effort and its objectives. Write-On the Prosperity
Media and Prosperity Press and Media Conference / Launch Techombank: In the Forefront of 1000 Years of Prosperity (Advertorial) Techombank Milestones Special Section Publication Supplements The Secret: Techombank’s Prosperity Ingredients (TV Documentary) Financial Experts’ Advice Financial Prosperity I do’s and Dont’s - (Column) Vietnam Financial Commerce Landscape: Now and Then (Photo Essay) Tradition and Wealth: Keys to Getting Ready for A Prosperous Nation (Techombank Executive Interviews) How Millionaires Get their Prosperous Millions - Feature Series on Successful Business Hanoians (Advertorial) 1000 Years, 1000 Prosperity Tips and Discussion on (Radio Programs) Event Coverage on TV, Print and Online Write-On the Prosperity
Really great people make you feel that you, too, can become great - Mark Twain
As Techcombank commemorates the 1000 Years of Thang Long, we remember its corporate vision -- to be one of the top name in its category. With the celebration of 1000 Years of Thang Long, Techcombank aims to inspire every individual to build a nation that is Prosperous.. Respectful of history’s lessons... Now and for the next 1000 Years. Write-On the Prosperity
W!te-on "e Pro#e!ty Write-On the Prosperity
TECHCOMBANK INHERIT THE TRADITION, INCREASE PROSPERITY OBJECTIVES Provide a venue for the consumers to experience ATL’s Write-On the Prosperity Campaign Promote Techcombank’s Commitment to Trust Quality and Effectiveness as its core corporate vision.
Techombank 1000 Years and Beyond Write-on the Prosperity Internet Site A meet-up of members of the Press in a IndoChine Prosperity themed setup. It aims to communicate the launch of the campaign as well as communicate information about the bank’s milestones: •Garden-inspired •Hanoi Lake inspired setup •Speeches from Top Ofﬁcials •Government Ofﬁcials as Guests •Formal Launch of Campaign •Promotion & Golden Coin Souvenir •AVPs Write-On the Prosperity
Phase 1 Aims to jumpstart the campaign on-ground with an ATL -related messaging + inspire objectives Techombank 1000 Years and Beyond - Write-on the Prosperity Internet Site Great Wall of Prosperity -A commitment wall for prosperity wishes and gratitude to tradition to be placed in a high trafﬁc area. Prosperity & Lucky Notes 1000 Steps to Wealth To be distributed in branches and public places through a giant branded Vietnamese ceramic . Phase 2 Phase 3 Aims to communicate credibility, inspiration and knowledge that Vietnamese can relate and understand Drop A Coin, Make A Wish, Build a Tradition for 1000 Years of Prosperity CSR Program to be implemented in all channels 100 Pillars of Tradition & Prosperity AWARDS A Photo Exhibit to feature Top 100 Men and Women who championed tradition and become successful in Vietnam. Events Sponsorship in Universities and Business Clubs about Finance Smartness, Tradition and Success Create a lasting positive impression about the brand and its message of keeping tradition to increase prosperity. Techombank’s Prosperity Blimp / Mobile Caravan A blimp, balloon or mobile Caravan which will go around Vietnam will be Techombank’s symbol of success. Everyone who will see this will be in awe and feel LUCKY in the next 1000 Years. Merging Tradition & Prosperity Symposium Series - Control Your Financial Destiny If you're not in control of your money, you can't be in control of your life. So, starting right now, your goal is to be an individual who owns the power to control her ﬁnancial destiny. Culminating EventCustomer Party Corporate Internal Prosperity Party Write-On the Prosperity
Great Wall of Prosperity -A commitme nt wall for prosperity wishes and gratitude to tradition to be placed in a high trafﬁc area. Prosperity & Lucky Notes 1000 Steps to Wealth To be distributed in branches and public places through a giant branded Vietnamese ceramic . Write-On the Prosperity
Prosperity in Action
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