PROMOTIONAL LAUNCHINGS

RMIT INTERNATIONAL UNIVERSITY VIETNAM

COMM2386 Interdisciplinary Communication Project Lecturers name: Landon Carnie

Date of submission: July 14, 2013

Group members:
Nguyen Hoang Anh Nguyen Tri Huan Le Thi Mai Huyen Le Thanh Tra Vu Thi Thuy Trang Doan Thao Vy Nguyen Mai Anh Ellen Burgin Jordan Di Stefano s3343741@rmit.edu.vn s3359040@rmit.edu.vn s3255204@rmit.edu.vn s3324428@rmit.edu.vn s3312453@rmit.edu.vn s3259182@rmit.edu.vn s3333353@student.rmit.edu.vn s3331943@student.rmit.edu.vn s3377071@student.rmit.edu.vn

Table of Contents
A. EXECUTIVE SUMMARY ........................................................................................................... 5 B. SITUATION ANALYSIS ............................................................................................................. 7 C. PROBLEM STATEMENT .......................................................................................................... 8 D. GOALS ...................................................................................................................................... 9 1. CLIENT GOALS .......................................................................................................................... 9 2. COMMUNICATION GOALS ........................................................................................................... 9 3. MARKETING GOAL ..................................................................................................................... 9 E. TARGET PUBLICS .................................................................................................................. 10 1. PRIMARY TARGET PUBLIC VIETNAMESE LOCALS ..................................................................... 10 2. SECONDARY TARGET PUBLIC EXPATRIATES .......................................................................... 11 F. STRATEGIC INITIATIVES ....................................................................................................... 13 1. VIETNAMESE W OMENS DAY .................................................................................................... 13 a. Friday night event Ladies Getaway .............................................................................. 14 b. Saturday night event Catered to You ........................................................................... 15 c. Sunday morning event Sunbrunch ............................................................................... 16 2. VALENTINES DAY ................................................................................................................... 17 G. GENERAL OBJECTIVES ........................................................................................................ 17 H. KEY MESSAGES .................................................................................................................... 18 1. UMBRELLA KEY MESSAGE ........................................................................................................ 18 2. LADIES GETAWAY ................................................................................................................... 18 3. CATERED TO YOU ................................................................................................................... 18 a. For the males .................................................................................................................... 18 b. For the females ................................................................................................................. 18 4. SUNBRUNCH ........................................................................................................................... 18 I. TACTICS & TOOLS .................................................................................................................. 19 1. ONLINE MEDIA ........................................................................................................................ 19 a. Facebook Page ................................................................................................................. 19 b. The KOTO Blog ................................................................................................................ 20 c. Website ............................................................................................................................. 21 d. Twitter ............................................................................................................................... 22

e. Instagram .......................................................................................................................... 23 2. EVENTS ................................................................................................................................. 24 a. Friday - Ladies Getaway .................................................................................................. 24 b. Saturday Catered to You ................................................................................................ 29 c. Sunday Sunbrunch ......................................................................................................... 32 d. Event for Valentines Day .................................................................................................. 32 J. EVALUATION METHODS........................................................................................................ 33 K. PRODUCTION AND IMPLEMENTATION TIMELINE .............................................................. 35 1. VIETNAMESE W OMEN'S DAY (JULY - OCTOBER) ........................................................................ 36 2. VALENTINE'S DAY (NOVEMBER - FEBRUARY) ............................................................................ 37 L. ARTEFACTS ............................................................................................................................ 38
A. LIST OF ARTEFACTS ................................................................................................................ 38 B. RATIONALE .............................................................................................................................

39

i. Meanings ........................................................................................................................... 39 ii. Appeal: .............................................................................................................................. 39 iii. Consistency with KOTOs current brand identity: .............................................................. 40 iv. Can be used in many channels ........................................................................................ 40 M. BUDGET ................................................................................................................................. 40 N. RECOMMENDATIONS ............................................................................................................ 42 1. ABOUT OUR TACTICS .............................................................................................................. 42 2. ABOUT THE MENU ................................................................................................................... 42 3. ABOUT KOTOS CURRENT PROMOTIONAL CHANNELS ................................................................ 42 O. INDIVIDUAL CONTRIBUTION ................................................................................................ 43 1. TEAM STRUCTURE .................................................................................................................. 43 2. SPECIFIC TASKS AND RESPONSIBILITIES .................................................................................. 44 a. The Plan ........................................................................................................................... 44 b. The Artefacts .................................................................................................................... 45 c. Cross-cultural Activity ........................................................................................................ 45 2. COMMUNICATION TECHNIQUES ................................................................................................ 46 a. Google Drive ..................................................................................................................... 46 b. Facebook group ................................................................................................................ 46 c. Face-to-face meetings....................................................................................................... 46

P. APPENDIX ............................................................................................................................... 46 1. SWOT ANALYSIS.................................................................................................................... 46 a. Strengths .......................................................................................................................... 46 b. Weaknesses ..................................................................................................................... 48 c. Opportunities ..................................................................................................................... 49 d. Threats ............................................................................................................................. 50 2. PEST ANALYSIS ..................................................................................................................... 51 a. Political ............................................................................................................................. 51 b. Economic .......................................................................................................................... 51 c. Social ................................................................................................................................ 52 d. Technological .................................................................................................................... 53 Q. REFERENCES: ....................................................................................................................... 55

A. Executive summary
This document proposes a detailed communication plan for KOTO Saigon restaurant to implement over the next six months. The aim of this plan is to help KOTO drive more customers to their restaurant, establish the restaurant as a high-quality business and also promote the organization's philanthropic activities. This paper contains a problem statement to outline the overall picture, a thorough analysis of target publics to highlight who the plan is marketed towards, strategic initiatives which include goals and objectives, key messages which are what the campaign is saying to its publics, tactics and tools, evaluation methods and finally, a full preparation and implementation timeline as well as an estimated budget and contingency. The driving idea of the plan is to promote KOTO Saigon as warm and vibrant with a unique personality that makes the restaurant a standout in Ho Chi Minh City. At this moment, the major problem for the restaurant lies in their secluded location, the lack of awareness about their organization among middle- to upper-class Ho Chi Minh City dwellers and also in their ineffective self-promotion. This communication plan has been created specifically to solve these problems and identify any remaining weaknesses and threats to KOTO Saigon, so they can be changed to be in the restaurant's favor. The tactics are planned to build awareness about the restaurant among the target publics, generate traffic, and create a reason for them to return to KOTO. Vietnamese Women's Day on Sunday, October 20th, has been chosen as the major campaign due to several reasons: including the significance of the day and the celebration of women in Vietnam. The philanthropic activities at KOTO will also resonate with the Confucian values based in Vietnamese culture, which places special emphasis on pedagogy, and the idea that the good leaves protect the worn out leaves . This campaign consists of three events, Ladies Getaway, Catered to You, and Sunbrunch, held on Friday, Saturday and Sunday, respectively. The aims of these tactics are to provide an opportunity for men to show the women in their lives just how much they love them, and to bring the KOTO experience to entire families. Replication is also key here: each event is set up in a way that that is can be implemented in the future if it is successful, and will save costs, time and effort. The focal point of this campaign is the Catered to You event which can also 5

be executed on Valentine's Day. This is the second campaign proposed in this communication plan. Promotion for these two campaigns will be done via social media to minimize costs and also to utilize the rapidly growing and widespread influence of this medium. We will also provide statistics from our communication plan that indicate Facebook is the most popular social network in Vietnam. As a result it will be the main communication channel and will be used extensively to promote the Vietnam Women's Day campaign. Social media will also serve as a platform for KOTO to share information regarding the organization's activities with their target publics. Another social medium used is the KOTO Saigon blog, which will personalize the institution and set them apart from the rest, while engaging and informing KOTOs publics. To gauge the success of the campaigns evaluation will be carried out before, during and after the events. Evaluation methods will include statistical analysis, head-counting, focus groups and feedback forms. This plan also includes a detailed timeline for implementation and plans for contingency.

B. Situation analysis
Founded in 1996 by Jimmy Pham (Cox 2010), KOTO has become a respected nonprofit organization in not only Vietnam but also around the world. Being acknowledged by credible entities such as the Box Hill Institute in Australia and CNN has given them an established background and credibility. Since its establishment, all graduates in KOTO's vocational development program have secured steady careers (MacDonald & Brown 2007). Furthermore the KOTO Restaurant in Hanoi is a popular tourist attraction and has been successful since 2000. Unfortunately KOTO Saigon Restaurant has not been able to get in the good graces of the locals in Ho Chi Minh City since the opening in 2010. Lack of support from the locals may lead to an unhealthy dependence on tourists for their main source of income, which is also subject to the seasonality of tourism in Ho Chi Minh City. With a strong and respectable background, KOTO has managed to avoid the Three-Year Glitch: a concept that businesses most often fail within their first three years in operation (Seven Hills 2011); those that managed to avoid the Glitch start to compensate for their losses in the third year and are able to continue expanding or, at the very least, remain financially sound and stable. Although the KOTO Saigon restaurant is doing well they have not attained enough financial stability to devote the proper amount of funding to their foundation training programs. Because of these issues, the restaurant must appeal to the locals of Ho Chi Minh City, inclusive of both the Vietnamese people and expatriates, for a steadier source of customers. However, KOTO, being an altruistic organization giving disadvantaged children a brighter future, should face little problem in appealing to the middle- and upper-class of Vietnam's wealthiest city. Vietnamese culture is infused with Confucian philosophies, in which education plays a vital role; especially in Ho Chi Minh City where 98% of the population is literate (General Statistics Office of Vietnam 2010). It is safe to conclude that some of KOTO's struggles come from ineffective self-promotion. Having little to no funds for traditional promotions, as well as restrictions on NPOs advertising in Vietnam, KOTO must make the most of what social media has to offer as a communication channel. Research has shown that the educated population of Ho Chi Minh City is less likely to be 7

influenced by traditional marketing and promotion methods and more inclined to believe word-of-mouth (Nielsen 2009). In Hanoi and Ho Chi Minh City the Internet penetration rate is 62%, almost twice as high as the national figure (Cimigo 2011). Facebook dominates the country's social network scene with approximately 8.5 million users (Millward 2012). Coupled with the fact that social media is highly engaging, it is possible for KOTO to reach a massive audience with minimal cost and effort. Among the promotions recommended by the client, Vietnamese Womens Day has the greatest appeal with a high opportunity of reaching out to a large number of people. In celebration of women power and motherhood, the men often present the women with gifts and flowers tangible but unable to leave a lasting impression. Not many businesses prepare special social occasions on this day. Therefore by holding Vietnamese Womens Day events, KOTO will be one of the very few restaurants showing their appreciation toward women. It will create an opportunity for men to give the most important women in their lives something that is intangible but is sure to be remembered: an intimate time. Through this launching KOTO will build a better reputation, helping the restaurant to be more memorable and inspiring the customers to return. Set up effectively this campaign, promoted via social media and directed at locals in Ho Chi Minh, can create enough interest in KOTO Saigon to drive a larger customer base to the restaurant. This concept and its implementation have components that can be replicated for future campaigns (such as Valentines Day celebration) as well.

C. Problem statement
The major problems for the KOTO Saigon restaurant is the low awareness of their presence and their charitable activities in Ho Chi Minh City among the local Vietnamese and expatriates in the city. After three years in operation, the restaurant is still unable to build a strong local customer base. KOTO Saigon needs to act now or continue to struggle in the restaurant market, and to best prepare for upcoming campaigns planned for later in the year, and in the near future. KOTO needs to effectively drive customers to the restaurant or risk funding for their foundation training programs and commercial viability. This can be done through 8

upcoming promotional campaigns that fit in with Vietnamese cultural practices, but at the same time, would not alienate expatriates living in Ho Chi Minh City.

D. Goals
1. Client goals
KOTO Saigon Restaurants overall goal is to promote themselves as a choice restaurant for good food, attentive service, great ambiance and as part of a good cause. They want to enhance their presence to achieve their main goal, which is to drive traffic and customers to the restaurant. This will help to increase sales, reputation, and help them create a local customer base.

2. Communication goals
The aim of this communication plan is to get KOTO Saigons name out there in the local Ho Chi Minh City community and to subtly promote KOTOs altruistic missions. This will create and maintain a more distinctive and directed online presence, and to then drive traffic to it.

3. Marketing goal
The marketing goal and aim of these specific campaigns is to host a number of fun and unique events to raise awareness of KOTO Saigon Restaurant and drive customers to the restaurant, these being a combination of locals and expats.

E. Target publics

Figure 1. An Idea of a Target Public Portrait

1. Primary Target Public Vietnamese locals

Geographic: Living in HCMC Demographic: Age: approximately 24-35 years old Income: middle to high Gender: female & male Occupation: Professionals

Psychological traits: 10

Vietnam is a country with a young population. The average age is under 30

years and this group accounts for a large proportion of the population (UNFPA Vietnam 2013). They are dynamic, adaptable and inquisitive. They seek to expand their visions and acquire new experiences (Kieu Trinh 2013). Young Vietnamese today are concerned more about social matters and even

politics. They proudly voice their opinions and support social activities (RFA 2013). This target has strong access to social networking sites; therefore, they can

update information and events, and share it to their friends. Due to the limited number of playground in big cities, young people today

usually meet in coffee shops and restaurants. From roadside restaurants to unique cafe are all potentially attractive to young people (YuMe 2012). Because of the strong development of social networking sites, they like to

share interesting stories or songs, links or photos to their friends (Kien Thuc Gia Dinh 2012).

2. Secondary Target Public Expatriates

Geographic: Living in HCMC Demographic: Age: approximately 24-40 Gender: female & male Income: middle to upper income Occupation: Professionals (52% Banking, 19% Education, 29%

miscellaneous) Psychographic traits: Expats come to Vietnam to challenge themselves with the view of just come

with an open mind. They want to discover and try to learn new things in a whole 11

new country. 70% of them expected to gain new cultural experiences (HSBC Expat 2012). Although they are living in HCMC, 53% of them still hang out with the expat

community and have more expat friends than local ones. The events that create opportunities to bring a lot of friends might be effective. Although the number of Twitter users in Vietnam is nearly 7,000 (Forest

Interactive 2013), two of the most famous Twitter users in Vietnam (@TwitVietnam and @VietTravelGuy with approximately 10,000 and 6,000 followers, respectively) both write their tweets in English, suggesting that there are still a huge number of expat using Twitter in Vietnam. Their lifestyle is flexible, laid back and fairly casual in some part, or centered

around the work they do here: many expats are more flexible and are here to teach English, meet people and enjoy the ability to live a relatively luxurious lifestyle. Some are here because they are working. Regardless of these aspects, all expats enjoy the food culture and have a reputation for drinking and partying. Dining in restaurants and bars revolves around uniqueness, the price difference compared with their home country and the price. Most expats simply enjoy if the price of dining is less than the price in their home country, however the longer they spend in Vietnam, the more they adapt to the Vietnamese way of thinking around food and pricing: cheap, convenient, and fast. Their attitude to restaurant promotions is fairly positive: there has to be

incentive to drive them to a restaurant, but if the promotion is good and the service, food and price is reasonable, they are likely to build loyalty or to recommend it to other expats and travelers. These promotions would target them and involve them in a Vietnamese tradition and hopefully will not isolate them or deter them from coming to KOTO on Vietnamese Womens Day weekend, but offer them incentives to visit the restaurant for great deals and unique experiences. Expats are very sociable and enjoy meeting other people, including other

expats and locals. They exist inside a circle of friends within the expat community: 12

they gravitate together, but they meet a lot of people through their social activities in eating and drinking. They would go out in groups of friends, or meet more people along the way. They do recommend restaurants a lot, and use a lot of word-ofmouth suggestions on where to go and where NOT to go throughout their community.

F. Strategic initiatives
1. Vietnamese Womens Day
The rationale behind running the promotions for Vietnamese Women's day is due to its potentially strong appeal to the locals and expats. Because KOTO wants to appeal to the locals, it is logical to promote KOTO in a way that is specific to their key target audience. Our aim by specifically choosing Vietnamese Womens Day over International Womens Day is to show the local Vietnamese community that KOTO recognizes them, and want to celebrate a cultural event with them. This also plays on KOTO's ethos of nurture and education; in a sense KOTO is teaching their audiences, such as husbands, friends, and family how to treat and respect the women of Vietnam. Through this we hope to get them to KOTO Saigon Restaurant, win their favor, and possibly inspire return visits. This event will run across three days and give KOTO the chance to reach 3 separate audiences by having a girls night, couples/groups night and a family/couples brunch: somewhat of a test run to see which audiences are most responsive to KOTO, and the particular way they promote. By having a strong focus on celebrating a cultural event with the people, we believe that this promotional campaign is the best way to reach the local community for KOTO. This also gives people a new way to celebrate, breaking habits and an opportunity to be fresh and innovative. Celebrations will be more special, and more memorable. With our designated events for Vietnamese Womens Day we aim to give the men in Vietnam an opportunity to do something out of the ordinary and to give the women something that is intangible but memorable: an experience. 13

KOTO is all about offering experiences; they are about changing the lives of the less fortunate and giving them a chance to strive in life. KOTO hopes to offer the same to the community by giving them the chance to experience an event that will enrich their relationships and memories.

a. Friday night event Ladies Getaway

Description: This is an all-girls night out type of event that aims at giving young women a fun, heartwarming, intimate time with friends. More details about this event can be found at the Tactics section. Target public: Young women aged 24 to 35 living in HCMC. They are professionals with middle to upper income. They are local Vietnamese or expats. They like to discover new things. As young people in Vietnam are already familiar with local food, they are open to trying new food and new dining experiences. Vietnamese people, including the young, care about the quality and safety of their food. They are willing to pay more money for higher quality products in restaurants than food with low quality on the streets. These young people also need to be seen and recognized, to be the first to discover something and to be perceived as successful and trendy. This target public is sociable and is willing to spend more time outside to work. They are extremely active on social media and are able to search and find new things and can access information about the Ladies night and share it with their friends. This group of people lies among our primary target public and secondary target public. Objectives for this event: To raise awareness about the event among 3000 people in the target public

by the end of the campaign. To create positive sentiments towards the event among 100 of the target

public by the end of the campaign. To make 5-10% of the target public share the information to show their

interest about the event up until the launching day.

14

To have 80-100 customers go to KOTO Restaurant and participate in the

Ladies Getaway event night.

b. Saturday night event Catered to You

Description: A special experience for couples at KOTO Saigon Restaurant. A cooking event will be held in which the male customer cooks the female customers meal and delivers it to her table. KOTO will provide the necessary cooking equipment, ingredients, and cooking training. Essentially, the Catered to You cooking event is a night of romance and is a culinary delight. More details about this event can be found in the Tactics section. Target public: Young couples aged 24 to 35 living in HCMC, they are local Vietnamese or expats and they have a medium to high, steady income. They have a busy lifestyle: they have busy working lives and cannot spend much time with their loved ones. They want a romantic atmosphere to relax and dine in a friendly and trendy restaurant and create memories. Acting on that, this event allows for a special and very memorable, intimate experience for the two. They are the majority in the Facebook community and are really active in this social networking platform. This group of people lies among our primary target public and secondary target public. Objectives for this event: To raise awareness about the event among 15% of the target public by the

end of the campaign. To create positive sentiments towards the event among 15% of the target

public by the end of the campaign. To make 5-10% of the target public share the information to show their

interest about the event up until the launching day. To have 15 males register for the cooking class and invite their female

friends to go to the dinner before the launching day.

15

To have 30-40 couples go to the restaurant and participate in the Catered to

You cooking event night.

c. Sunday morning event Sunbrunch

Description: On the actual Vietnamese Womens Day - Sunday, October 20th, we will hold a special brunch for couples and families. More details about this event can be found at the Tactics section. Target public: They are couples and families. They are local or expat women and men aged 24 to 50 living in HCMC. With middle to upper income most are business people and professionals.. Due to their demanding lifestyles they want to seek out a relaxed atmosphere so they can spend quality time with their family and friends. By putting this event on a Sunday morning we provide them with the chance to unwind with their spouses or loved ones and to bond with their children while enjoying the food at KOTO Saigon Restaurant. Unlike young adults the Vietnamese people aged from 35 years old, they do not use Facebook as often, they are more likely to read online newspapers, and would be responsive to KOTOs newsletters or blog. Objectives for this event: To raise awareness about the event among 20% of the target public by the

end of the campaign. To create positive feeling toward the event among 15% of the target public

by the end of the campaign. To make 5-10% of the target public share the information to show their

interest about the event before the launching day. To have 30 families/couples (50-70 people) go to KOTO restaurant and

participate in the Sunbrunch event. We believe that the concepts we have come up with can also be duplicated and applied to Valentines Day, but with a heightened sense of intimacy.

16

This framework will also benefit KOTO because it means the organization will have less trouble coming up with new ideas for different occasions and also potentially save costs and expenditures in the future.

2. Valentines Day
Should the cooking event as a part of Vietnam Womens Day be successful, it will translate well to Valentines Day. This is a unique romantic experience , which would work well for a promotion for Valentines Day. This could also be changed into a couples cooking class model, or it could stay as the man prepares as meal for his special lady. This event will attract local couples of all ages and for those who want to impress their special someone. This experience fits the KOTO ethos of appealing to emotions and wanting to give a special experience for all who set foot in the restaurant.

G. General Objectives
With our specific objectives for each of the target publics of each event, we also have general objectives for the whole campaign. They act as guidelines and framework of performance for all of our promotional efforts. To raise awareness about KOTO Saigon Restaurant among 3000 people in the

target publics by the end of the campaign. To create positive sentiments towards KOTO Saigon Restaurant among 500 people

in the target publics by the end of the campaign. To have 1000 people click the Like button on KOTOs Facebook fanpage for

regular information updates by the end of the campaign. To increase the interactions and sharing of KOTO Saigons Facebook fanpage by

25% by the end of the campaign. To double the readers of KOTOs blog by the end of campaign. To triple the number of followers of KOTOs Instagram account by the end of the

campaign. 17

H. Key messages
1. Umbrella key message
The KOTO dining experience is friendly and vibrant with a unique personality: a family of trainees and mentors offering an inviting atmosphere suited to all; a secluded and tucked away place in busy Saigon that provides excellent food and great service.

2. Ladies Getaway
KOTO Saigon Restaurant is a friendly, vibrant, and fun place to start your weekend. Connect with your closest girlfriends in a fresh and lively setting to kick off your Vietnamese Womens Day celebrations and enjoy a memorable experience at KOTO.

3. Catered to You
a. For the males
Spoil the women in your life at KOTO Saigon Restaurant and create a unique dining experience by cooking their meals and delivering them to the table. Special, intimate and personalized: an unmissable opportunity to show them your love and make sure they remember this Vietnamese Womens Day.

b. For the females

Be spoilt at KOTO Saigon Restaurant and let the men in your life create a unique dining experience, cooking your meal and delivering it to your table. A personalized dinner will make your Vietnamese Womens Day celebration a special, intim ate, and unforgettable experience.

4. Sunbrunch
Come have an indulgent Sunday morning with families and friends at KOTO Saigon. A little oasis in the busy city offers a place for families to come together and relax. Let our family help your family celebrate Vietnamese Womens Day.

18

I. Tactics & tools

1. Online Media
We want to create an easy-to-access, clear and friendly online presence, in both English and Vietnamese. This will target our key publics and provide information for them. This will optimize results in future promotional campaigns, prepare the channel for upcoming Vietnam Womens Day and to create a fast, effective way for people to interact and get to know KOTO Saigon, as well as finding information out about them.

a. Facebook Page
The Facebook page is well maintained and a great source of what is on at KOTO: however, it is a little harder to find, with the confusing KOTO Saigon friend profile, and the KOTO Sai Gon page. Using only one of these pages would be easier to streamline information and to create a community around as it is confusing to have two outlets posting slightly different content. While both have different purposes, we would like to center on only one of them, make it more dominant, easier to find and navigate. We recommend using the organization page over the friend profile, as it is easier to track, promote and manage, however it doesnt have the same following abilities of the friend page. The tone of voice are both great, relaxed, inviting and friendly, and posts have great content to help readers keep up to date with whats happening at KOTO. Both provide engaging photos and makes users feel really involved. It is also a great way to liaise content from all other outlets: it can be used to cross promote other accounts and the promotions on them, however it is a different outlet than Instagram or Twitter and provides more information to a streamlined audience. It would be less isolating to the target local Vietnamese community however if the posts were duplicated in Vietnamese: Some of them were for a while, and it would be more effective in targeting those people: The page would not become cluttered with double the posts as it has a purpose.

19

Creating a third Facebook profile solely in Vietnamese is not recommended in this campaign - its an extra profile to maintain, and it further confuses users and spreads KOTOs reach a bit thin.

Figure 2. Facebook Page Sample (English Version)

b. The KOTO Blog

The blog being written by Jimmy Phan (on the KOTO Intl/ .au website) is an amazingly personal experience for KOTO: however, it is not regularly updated enough to be effective in humanizing and personalizing the business, as well as sharing the incredible stories that come out of KOTOs staff, training, events and dining experience. It is also not very specific; It is a bit all over the place in its posts from Hanoi, Ho Chi Minh City and Australia. 20

Attached is a sample blog, hosted on Wordpress, which can be imported and run out of the KOTO VN Enterprises website. It would also be a specific medium to KOTO Saigon, which would provide something that sets it apart from the rest. Recommendations for posts include the longer and regular posts from Facebook, which outline how events have gone, along with their pictures, as well as updates and information from a regular newsletter, upcoming promotions and personal stories by the KOTO employees and trainees. The current news section is informative and friendly, but written in a news or slightly business style: this allows a personal, family touch, which KOTO wants to be known for. There is also potential for people using KOTO to write for KOTO: post positive reviews or stories from the sponsors of trainees. It allows an audience who are not on Facebook to engage and stay updated; it is another forum to get news out about upcoming promotions. It is recommended not to write this blog in a press release style, and to keep a separate media section purely for press releases, and that email subscription or RSS feed subscription options be made.

c. Website
The website is an engaging platform where people find out a lot about what is happening at KOTO: however, traffic should be driven to the KOTO Enterprises (.vn) website, and not the KOTO Intl (.au) website, as it has specific information about promotions, contacts and finding the Saigon restaurant: the KOTO Intl site makes no mention of how to find the restaurant, and only provides contacts details for Australia. It is recommended that some search engine optimization is undertaken. Searching online for KOTO Saigon redirects immediately to the Australian website, with the only search result on the Vietnamese Enterprises website being around a news item from a year ago, and the last result on the first page: people who are looking for the correct website will not find it and generally people dont go much further than the first page when using search engines. The website needs to appear before the Australian website when searching specifically for KOTO Saigon or Vietnam, and alongside the other website when searching in general for KOTO

21

A Vietnamese language button would also help attract local readers or readers who are not confident with reading in English; this will help to attract more to the local Vietnamese access the website and works with building a loyal customer base. The language swap option from English to Vietnamese would be situated along the top right side of the website - near the follow us buttons to Facebook, Twitter, etc., so it is easily accessible and helps a greater public learn about KOTO. (This could also be applied to the KOTO Intl Website). Adding an Instagram button would allow cross promotion of the account on the website, and invite people to continue to engage with KOTO, while helping regular website viewers find the account easily.

d. Twitter
Although Twitter does not have a huge user base in Vietnam, the number of expats using this platform is considerable. KOTO Intls account (@KOTOVietnam) is used rarely, only every month or few weeks, though it is engaging and they are responsive and interacting with their followers. It needs to be better updated, and integrated with the Facebook, Instagram and potentially blog, to spread KOTOs updates further. Using KOTO Intl as their name makes the account confusing and hard to understand who manages it, and add to further discrepancies between websites and online presence. Since this account has specialized for Vietnam (based on their username), we suggest all of the information in the description should be used for people living here. One of the important notes is to change the website link from koto.com.au into koto.com.vn to drive traffic to the right place, and the same for the website, to correctly redirect users to the Twitter. Secondly, KOTO needs to increase their number of tweets since the latest tweet was in June 2nd. Keeping updates in social networking sites is extremely important to remind followers about activities happened at the restaurant. For the suggested events celebrating Vietnamese Womens Day, we planned to boost this social media platform to target expatriates living in Vietnam. With the 140character limit, spoilers, teasers or short and simple messages about following events should be applied to make customer curious about them, or sending out the promotional 22

flyers and images. Hashtags also need to be used more often because they can be considered as a key character of Twitters culture, helping users keep in touch with what interests them.

Figure 3. Twitter Sample

e. Instagram
Instagram is a tool already being utilized by the KOTO Loyalty group, however here are some recommendations on how it is to be implemented with the Facebook page and other online media. Instagram can be used effectively for competitions, such as share thi s picture and win..., as well as sending out promotional materials. The account should be promoted on Facebook and on the website, with a button made next to the existing Twitter and Facebook links on the website, however, the account should not repost every single photo onto the Facebook page. As the Twitter is not heavily used and needs a revamp, these should be linked and all pictures should be replicated to Twitter, as that is the appropriate medium. Facebook will become overcrowded and a cluttered page, making it hard to find information. 23

Figure 4. Instagram Sample (English Version)

2. Events
a. Friday - Ladies Getaway
i. Photo booth
What: A photo booth with the KOTO logo, the celebration events name and partners (if needed) will be available on the photos as a watermark. This will be similar to a red carpet photo booth, with a backdrop and open for everyone coming to KOTO Saigon restaurant. There will also have be a photographer standing nearby to take pictures if requested. A live feed will also be used to link photos taken and present them for all to see. By having the camera connected directly to the computer the photos can be seen immediately on the big screen. Photos will later be sent via emails or Facebook as per customer's choice. When: Friday 18th October, on arrival Where: near the entrance gate of the restaurant 24

Why: Most of the people, especially women, love to take pictures to keep memories about special events that they have attended. The photo booth can attract the guests and create a fun experience for all. The idea of a red carpet photo booth might interest the women since it will make them feel like participating in an exclusive event.

ii. Live Facebook feed

What: A big screen displaying a live Facebook feed will be displayed live at the restaurant. Photos taken from the photo booth, status updates or check-ins with the hashtag #AllTheKOTOLadies will be available for everyone to see. When: All night Friday (could be used over weekend as well) Where: next to the photo booth Why: Facebook is the main channel used in this promotion. This live Facebook feed will create a sense of belonging between customers and KOTO. Seeing their Facebook pictures and status can make the engaging feeling among the guests.

Appropriate hashtags will also allow event photos to be seen by friends of the tagged guests. This further promotes KOTO as the place to be.

iii. Gift bags

Figure 5. Gift Bag Blueprint (English Version) 25

What: A gift bag will be provided with the KOTO business card, a pamphlet, and scent bag will be handed out for guests on the night as they exit. A KOTO employee will have the responsibility of distributing the bags.

Figure 6. Gift Bag Sample (English Version) When: before the guests leave the restaurant Where: Gift bags will be put on a small table near the counter of the restaurant. Why: people love receiving gifts and promotions therefore a gift bag is a special way to say thank you to the customers for coming to the restaurant. It conveys KOTOs love and gratitude to their customers and in turn, customers will feel as if they are respected and apart of the KOTO Saigon family. When customers receive promotions for the rest of Vietnamese Women day weekend and Valentine's Day specials they have an incentive to return.

26

iv. Cover charge

What: Each customer coming to the restaurant will be charged an entrance fee. The price of a cover charge is around 400,000 VND. This includes one raffle ticket, two photo booth photographs, roaming/finger food (such as spring rolls, betel wrapped beef, cupcake or mini cake) and a cocktail. Where: at the entrance gate Why: The cover charge in this case is also a part of the deals outlined earlier. This cover charge gives customers the satisfaction of knowing they are going to receive quality foods, enjoy photos and be taken care of during the night. This charge also lets the women enjoy their night without having to worry about paying for unnecessary items. This kind of promotion will attract more customers as well as increase the number of appetizers and cocktails ordered.

v. Raffle tickets
What: A raffle ticket is included in the cover charge. All the money raised from there will go to KOTOs funding. During the night the customers are able to buy more tickets in order of bettering their chances of winning. Raffle prizes include a voucher that consists of a free meal for two with one bottle of wine

Figure 7. Raffle Ticket 27

When: One included in entry price, more available to purchase across the night Why: The customer will be motivated by the prizes that are being provided. This kind of competition will not only create a group activity engaging all customers but also help KOTO increase their funding program.

vi. Drink specials

What: There will be a custom drink made available on the night that is specific to the 'Ladies Getaway' event only. This drink will be tailored to the female taste: something sophisticated and special. One of the two options will be offered with this drink: (1) Get 2 for 1 (Buy 1 Get 1 Free) or (2) Half price after 9:00 P.M. When: either during the night or after 9:00 P.M Where: KOTO Saigon restaurant Why: The drink especially designed for the event can make the night even more exclusive. The drinks menu at KOTO is quite basic with common drinks, with this drink KOTO would have a unique edge when compared to other restaurants.

vii. Discount for coming back on Sunday brunch (Sunbrunch)

What: Customers who attend on this night will get a discount if they come to KOTOs brunch on Sunday. The discount suggested ranges from 10% to 15% off the Sunbrunch's bill. When: As customers leave KOTO Where: one is put inside each gift bag Why: We anticipate the Sunday Brunch will be an event that attracts less customers, this is why this particular promotion will benefit KOTO. This incentive to return creates a loyalty between the customer and KOTO.

28

b. Saturday Catered to You

i. Cooking Class
What: A cooking class will take place that will teach the men how to cook one or two certain dishes (one appetizer and one main dish) for their loved ones. A set menu with around 10 options will be provided to allow the mean to personalize their dish of choice for their partner. Before the main celebration the participants will attend a cooking class trial in order to familiarize themselves with the kitchen, equipment and meals. There will be 5-7 KOTO chefs helping them in the whole process. Who: male customers When: - Trials classes: Afternoon - October 12th and October 13th - Actual cooking day: arrival for preparation from 4:00 P.M. to 6:00 P.M. Where: all cooking appliances and ingredients needed for the dishes will be prepared and displayed in various tables in the first level at KOTO Saigon restaurant. Why: The cooking class is the highlight of these launchings. It will create an opportunity to help the men prepare something really special and memorable. This is unique to the mundane usual gifts of flowers, perfume, and chocolate. Although the cooking class requires a lot of preparation, human resources and budget it would be a standout event for KOTO. This class can also be repeated on International Women's Day or Valentine's Day.

ii. Special menu

What: A customized menu will be distributed to the participants in the cooking class. This menu allows space for the men to write down the dishes they are going to serve. This personalized menu can also be kept by the female as memorabilia. While the women are waiting at the table for her meal she will receive this special menu.

29

Figure 8. Special Menu (English Version) When: the menu form will be available after the actual cooking class. Where: distribute directly to participants Why: With the menu, the women can have a general idea about the dishes that they will be served. Most importantly, it can stand as a lovely card or a beautiful note so that the women can keep it and remember about this special night and KOTO.

iii. Message in a bottle

What: A tiny bottle and a piece of paper will be left at the tables for individuals to write sweet and short messages to their partners and friends. The design is simple with only KOTOs logo and the event. Where: one bottle and paper on each table Why: Unlike other fancy presents, the message in a bottle is a basic thoughtful token of appreciation from one person to another. It serves as a keepsake that women can refer back to and reflect on their romantic experience at KOTO. 30

iv. Pick-up service

What: Each person participating in the cooking class will get a pick-up service voucher, the fee for it is included in the booking package. KOTO can partner up with Mai Linh or Vinasun to employ this service. The price is expected to be approximately 200,000 VND for each turn. Each taxi driver will be assigned to pick up women from the address given by the men earlier. When: vouchers given at the end of the trial classes Where: KOTO Saigon Restaurant Why: When the male is occupied cooking for the night, they

won't have time to travel to the restaurant with their loved one. This service is helpful as it treats the lady to a mysterious and relaxing ride to the venue. It also shows that KOTO is taking care of their customers and understands that they want to be treated on this occasion. (This option may be difficult to liaise and costly, however it solves issues around what the women do while waiting for the men to cook, and adds a special feeling to the night, like having a chauffeur!)

v. Photo sharing
What: Couples who share pictures at the restaurant on social media platforms such as Facebook, Twitter or Instagram with hashtags such as: #AllTheKOTOLadies will receive a 5% discount off their dining bill. When: Saturday 19th October Where: KOTO Saigon restaurant Why: This is an effective way to get customers to communicate and promote KOTO and is a good incentive for individuals as they can receive discounts. Along with promoting KOTO customers are adding to KOTO's promotional database and building possible networks. This will lead to stronger engagement and interactions on social media and ultimately aid KOTO promote the Saigon restaurant as a reputable, trustworthy and special dining venue.

31

vi. Discount for coming back on Sunday Brunch

(Similar tactic used on the Friday night above)

c. Sunday Sunbrunch
i. Butchers paper on tables
What: butchers paper will be wrapped around all tabletops of the restaurant (or possibly some lower down walls out of the way) with various crayons scattered around the venue to allow children to draw and color the tabletops. They are also encouraged to keep their creations at the end of the buffet. Who: young customers When: from 8:00 A.M. to 2:00 P.M. Where: around the restaurant Why: Since the whole idea of this Sunday brunch is to offer a relaxing atmosphere for the mothers after taking care the family; The butchers paper on tables can not only create a fun and creative atmosphere for the children, it also gives parents the chance to relax and enjoy each others company while the children are busy.

ii. Brunch buffet

What: a buffet will allow all to indulge with the company of their family and friends. When: Sunday 20th October Where: KOTO Saigon Restaurant Why: We want to create a family atmosphere, which corresponds to KOTO's family ethos. This event is a one off indulgence where families can relax and enjoy the momentous occasion.

d. Event for Valentines Day

(Similar tactics used on Saturday, October 19th)

32

J. Evaluation methods
Objectives
GENERAL
To raise awareness about KOTO Saigon Restaurant among 3000 people in the target publics by the end of the campaign. To create positive sentiments towards KOTO Saigon Restaurant among 500 people in the target publics by the end of the campaign. To have 1000 people click the Like button on KOTOs Facebook fanpage for regular information updates by the end of the campaign. To increase the interactions and sharing of KOTO Saigons Facebook page by 25% by the end of the campaign To double the readers of KOTOs blog by the end of campaign. Based on the number of people clicks the 'Like'and 'Share' button on KOTO Saigon Facebook page. Based on the number of visitors in KOTO's blog The online survey will be posted on Facebook to evaluate customers' feeling about the campaign

Evaluation Methods

Using statistic analytical function on Facebook to count the number of people who click "Like" Using statistic analytical function on Facebook to count the number of people who share KOTO'S campaign Based on the view count, number of visitors and their comments on KOTO's blog

SPECIFIC
Friday night event Ladies Getaway Based on the number of people clicks the To raise awareness about the event among 3000 people in the target public by the end of the campaign. 'Like'and 'Share'button on KOTO Saigon Facebook page. Count the number of visitors in KOTO'S blog. 33

To create positive sentiments towards the event among 100 of the target public by the end of the campaign. To make 5-10% of the target public share the information to show their interest about the event up until the launching day. To have 80-100 customers go to KOTO Restaurant and participate in the Ladies Getaway event night.

The survey will be collected to evaluate their feeling about the campaign

Based on the number of people clicks 'Share' button on KOTO Saigon Facebook page and blog

Count the number of people who come to the restaurant this Friday

Saturday night event Catered to You Based on the number of people clicks the To raise awareness about the event among 15% of the target public by the end of the campaign. 'Like' and 'Share' button on KOTO Saigon Facebook organization page. Count the number of visitors in KOTO'S blog To create positive sentiments towards the event among 15% of the target public by the end of the campaign. To make 5-10% of the target public share the information to show their interest about the event up until the launching day. To have 15 males register for the cooking class and invite their female friends to go to the dinner before the launching day. To have 30-40 couples go to the restaurant and participate in the Catered to You cooking event night. The survey will be collected to evaluate their feeling about KOTO and the campaign

Based on the number of people clicks 'Share' button on KOTO Saigon Facebook page and blog

Count the number of people who are registered for the cooking class

Count the number of people who come to KOTO at this Saturday

34

Sunday morning event Sunbrunch To raise awareness about the event among 20% of the target public by the end of the campaign. To create positive feeling toward the event among 15% of the target public by the end of the campaign. To make 5-10% of the target public share the information to show their interest about the event before the launching day To have 30 families/couples (50-70 people) go to KOTO restaurant and participate in the event in the launching day. Count the number of people who come to KOTO restaurant this Sunday morning Based on the number of people clicks the 'Like' and 'Share' button on the KOTO Saigon Facebook page and blog The survey will be collected to evaluate customers' feeling about the KOTO restaurant and the campaign Based on the number of people clicks 'Share' button on the KOTO Saigon Facebook page and blog

K. Production and implementation timeline

Generic promotional activities on social media and web-based communication channel start at August and will continue on an on-going basis. Event-centric promotional activities begin taking place one month before the real event. The materials used in such promotional activities are to be finished by mid-August (for Vietnamese Womens Day celebration) and by December (for Valentines Day celebration). Mid-way evaluation will be carried out two weeks before the main events to assess our current reach, impact, and message reception (on social media, website, forums) so that changes shall be made accordingly. Post-event evaluation takes place on the week after the event.

35

1. Vietnamese Women's Day (July - October)

36

2. Valentine's Day (November - February)

37

L. Artefacts
a. List of Artefacts
Items Language Specifications Pre-event Facebook Page
Profile Picture Cover Page Profile Picture Cover Picture Background English, Vietnamese English, Vietnamese N/A N/A N/A Announcing upcoming Vietnamese Womens Day celebration at KOTO. Including hashtags #KOTOxVWD and #AllTheKOTOLadies www.KOTOrestaurant.wordpress.com Available on 21st July (+ username and password). Available on 14th July + working file. Available on 14th July + working file.

Availability

Twitter

Instagram

Image Post

English, Vietnamese

KOTOs blog

English, Vietnamese

The URL can be altered later on to other alternatives such as KOTOSG, KOTOSaigon, etc.

Table Standee

English, Vietnamese

Main Events
Gift Bag English, Vietnamese Template for printing. Available on 14th July + working file. Available on 14th July. Needs ribbons for assembling Temple of Six-page pamphlet. Contain Pamphlet Raffle Ticket English can be later changed or translated into Vietnamese English English, Vietnamese

Ladies Getaway

Available on 14th July + working file.

Catered to You

Special Menu

38

Notes: 1. Working files of the artefacts (either Photoshop, InDesign or Illustrator format) are provided besides high-quality JPEG files. 2. Image sources: Twitter/Facebook/Instagram/Giftbag Lotus image: WallpaperStock 2013, Beautiful Pink Lotus Wallpapers, viewed 14th July, image, < http://wallpaperstock.net/beautiful-pink-lotus-wallpapers_w34367.html>. KOTOs logo: KOTO 2013, homepage, viewed 14th July, image, <http://www.koto.com.au/>. 3. Recommendation: We suggest KOTO purchase stock imagery to use for actual promotion.

b. Rationale
i. Meanings
The lotus blossom was used as a visual representation of Vietnamese Womens Day due to these following reasons: It is the national flower of Vietnam indicative of the cause for celebration and perhaps to an extension, the cuisine being served. Most importantly, lotus symbolizes fertility, purity, serenity, commitment and optimism for the future.

ii. Appeal:
Graphics bearing lotus blossom, Vietnams national flower, will resonate well with the Vietnamese audience for its positive meanings and associations. Floral motifs are targeted for its feminity. The lotus in particular is seen as an elegant and graceful specimen. These visual elements will not only sit well with the holiday but the values of KOTO as well.

39

iii. Consistency with KOTOs current brand identity:

The circular motif, they grey-scale image with touches of vibrant color with text and other graphic elements found in previous and existing KOTO promotional materials have been adopted in our artefacts to ensure brand identity consistency.

iv. Can be used in many channels

Simple layout, clear texts, consistent theme and color scheme make for easy integration into and adaptation to a multitude of channels. Working files, along with high quality JPEG files, have been provided to further that end.

M. Budget
Name of items Cost per item (VND) Quantity Website Vietnamese translation TBA 1 TBA Ladies Getaway Free cocktail Photo booth equipment Photo booth background Finger food / roaming food Raffle ticket Flower Gift bag Simple decorations Scented bags Leaflet 1,000,000 500,000 TBA 130 60,000 15,000 30,000 5,000 3,000 1 1 TBA 150 5 80 30 80 150 1,000,000 500,000 TBA 19,500 300,000 1,200,000 900,000 400,000 450,000 40 Given out on a first-comefirst-served basis Suggested price - Actual price to be decided by KOTO Actual price to be decided by KOTO OR other promotions to be decided by KOTO Total (VND) Notes

Catered to You Customized menu Small bottle Gift bags Simple decorations Flower Scented candles 4,000 2,000 15,000 30,000 60,000 6,000 40 100 50 30 5 40 160,000 200,000 750,000 900,000 300,000 240,000 Sunbrunch Butchers paper Simple decorations Crayons Large banner Flower 3,000 30,000 10,000 150,000 60,000 40 30 15 1 5 120,000 900,000 150,000 150,000 300,000 Evaluation Survey papers Focus groups/ interview gifts 500 20,000 320 20 160,000 400,000 Contingency Contingency planning 2,500,000 1 TOTAL 2,500,000 Possibly more Suggested price - Actual price to be decided by KOTO Suggested price - Actual price to be decided by KOTO

11,999,500 Approximately US$565

41

N. Recommendations
1. About our Tactics
For the Saturday event Catered to You, KOTO is charging a hefty price (2,800,000 VND) for each booking. Each couple will get one dessert special e.g. a chocolate mousse, souffl, etc. However, this has been estimated on the inclusion of a taxi voucher, threecourse meal, potentially one glass of wine on arrival (per person), the costs of the cooking lessons and the costs of photography, decorations and messages in a bottle. If the Saturday dinner turns out to be a success, the format can be replicated and applied to Valentines Day 2014 as a romantic couples dinn er. The theme of dinner should be love and romance.

2. About the menu

KOTO Saigon Restaurant should include more Vietnamese dishes to their repertoire in order to appeal to the expats, or to experiment with some styles of Asian fusion, to make it stand out from just Vietnamese, or just a Western menu. A kids menu should also be implemented since KOTO is marketing itself as

a family friendly venue.

3. About KOTOs current promotional channels

Content posted on Facebook is rather lengthy. It needs to be pithy, concise and easier to understand. As KOTO Saigon Restaurant is located in an alley, KOTOs banner outside

the gate needs to be well designed to catch peoples attentions. The current banner is too high which makes it difficult to recognize KOTO restaurant. There exist a KOTO Saigon friend page and a KOTO Saigon fan page, which

will confuse the online audience. KOTO should combine those two pages and concentrate promotional efforts onto one place. More recommendations have been integrated specifically into the tactics. 42

O. Individual Contribution
1. Team Structure
In our very first meeting, we all agreed that there would be no leader in our team. All decisions will be chosen based on voting. However, during the working progress, though we have no official leader, Ellen Burgin has been our leader by providing orientation, guidance, assertion, and assurances as well as has helped us progress our work. Doan Thao Vy is the teams secretary and manager. She managed the team by delegated tasks, kept track of progress, set up meetings, and administrated the teams Facebook page, organizing the teams Google Drive folder. Furthermore, the team also divided into three smaller teams: Planning Team, Presenting Team and Creative Team. Each teams members and responsibilities are listed below. Nevertheless, the whole group still helped each other and participated in other teams tasked if needed. Team Members Le Thi Mai Huyen Nguyen Tri Huan Planning Team Vu Thi Thuy Trang Le Thanh Tra Doan Thao Vy Ellen Burgin Presenting Team Nguyen Tri Huan Responsibilities Did research about KOTO and relevant information Contributed in writing and finishing the plan Cam up with the most suitable ideas for the communication plan Proofread the report Presented WIP presentations, Cross-

cultural Presentation, and the Client Pitch Did online research and came up with our events key imagery

Nguyen Mai Anh Creative Team Jordan Di Stefano Nguyen Hoang Anh

Composed a rationale document about the design works Designed artefacts Formatted all the written assignments and presentation slides 43

2. Specific Tasks and Responsibilities

Two major tasks needed to be finished are THE PLAN and THE ARTEFACTS. Based on each teams roles, the members are assigned to get specific works done. Moreover, there was a cross-cultural activity that required the whole group take part in. Below is the detail list of each task and its main contributors.

a. The Plan
Together we brainstormed and outlined ideas during meetings. We then worked individually on refined written versions of parts of the plan. The final work was proofread one by one by nearly half of the group. Sections/Tasks Note-taking Executive Summary Situation Analysis SWOT Analysis PEST Analysis Problem Statement Goals Target Publics Strategic Initiatives Objectives Key Messages Tactics & Tools Evaluation Methods Timeline Budget Recommendation Constructing and Formatting Proofreading Main contributors Vy, Jordan, Mai Anh Huan, Ellen Huan Huyen, Tra, Vy, Ellen Hoang Anh, Huan, Trang Ellen Ellen Hoang Anh, Huan, Trang, Vy, Ellen, Mai Anh Huan, Vy, Jordan Hoang Anh, Huan, Ellen Huan, Ellen The whole team Huyen, Tra, Trang Vy Huyen, Huan, Vy Huan, Vy Hoang Anh, Vy Huan, Vy, Ellen, Jordan 44

b. The Artefacts
A list of artefacts to be done was agreed on by the whole group and was passed down to our Creative Team. After that, Mai Anh and Jordan have done online research to come up with our events key imagery the lotus. Both of them later composed a rationale document about the design works. Finally, after the Creative Team has finished the artefacts, Hoang Anh has recreated Vietnamese versions for all graphic artefacts needed as well as organized all the finished pieces as well as the working files. On the other hand, the KOTOs blog is still under construction and being finalized by most of the groups member. The final version will be available later on July 21st, 2013. Members Mai Anh Jordan Hoang Anh Gift bag Profile and cover pictures for Facebook Profile, cover, and background pictures for Twitter Picture for posting on Instagram Pamphlet Trial Media Release Wordpress Blog (setting up and posting content) Special Menu for Catered to You cooking event Table standee Raffle ticket Artefacts

c. Cross-cultural Activity
In this activity, all the members from RMIT Vietnam Campus has participated in researching and brainstorming myths and stereotypes of Vietnamese and Australians. Vy was the one who came up with idea for the activity. Later, Ellen, Huan and Hoang Anh were the three participated in hosting the presentation

45

2. Communication Techniques
a. Google Drive
A Google Drive folder was created and shared with the whole group. We put up brainstorming sheets, initial research, artefacts, final written documents, etc. onto this folder so that everyone can easily collaborate with each other and collectively produce and review works.

b. Facebook group
A Facebook group called KOTO Promo (https://www.facebook.com/groups/KOTO.promo/) was created to help communication between members easy, low cost, quick, and accountable. This platform has been utilized in sending out announcement, delegating tasks, asking for opinions (using polls), and sharing ideas.

c. Face-to-face meetings
We regularly hold face-to-face meeting with all members of the group. We meet up almost every day. Ideas generation and revision are best done with all members being attentive and contributing. The flow of idea exchange is also the highest in this type of interactions.

P. Appendix
1. SWOT Analysis
a. Strengths
i. Established background
KOTO Saigon Restaurant is an established restaurant with a prestigious background. The restaurant provides stylish dining settings, quality food and premium service (FAQs 2012). Besides having many international supporters and sponsors, it has won many rewards and recognition from organizations such as the renowned Box Hill Institute in Australia and TripAdvisor (2013 Certificate of Excellence) (KOTO Intl 2013). As a social initiative and a recognized business, KOTO Saigon Restaurants image is one of 46

quality, credibility, and positive change for society. The publics of our communication efforts will welcome such positive image.

ii. Worthy Cause, viewed favourably

The profits made at KOTO Saigon go to KOTO Foundations to provide care of welfare and vocational training to disadvantaged youth. The graduates from KOTOs hospitality training programs are highly qualified; they work at noted hotels and restaurants, some serve at KOTO Saigon itself. Not only is this charity-oriented business sustainable but it is also subject to favorable support from sponsors, partners, supporters, and the general public.

iii. Distinctiveness
KOTO Saigon stands out both through its faade and the cause behind it: first, lush and peaceful KOTO Saigon is tucked away in a small alley on Hai Ba Trung Street, completely detached from the hustle and bustle of the city; second, there are numerous high-end restaurants in Ho Chi Minh City as well but KOTO Saigon does business for a practical, worthy, and beneficial cause. KOTO Saigons uniqueness in location and purpose will leave a lasting impression and improve brand recall. Communication efforts would be well received in that aspect.

iv. Abundance of content

Comprehensive information and media resources about KOTO restaurants and KOTO initiatives (training programs, taking care of the trainees, etc.) are made available on KOTOs website. Such availability of various contents will help the companys communicator create a robust Facebook page with relevant, diverse, lively, and credible contents. Also, through the promotional posts on Facebook or other promotional efforts we can provide links to these content to show our organizations prestige and credibility.

47

b. Weaknesses
i. Low Awareness
KOTO Saigon is mostly unknown to local Saigon inhabitants, although its Hanoi predecessor has a greater presence. Its venue though special, makes it hard to attract attention. KOTO Saigon has very little loyal customer base a large part of sales come from tourism driven sales. This poses a risk for KOTOs sustainability as well as a major item to be fixed for communication success.

ii. Weak Online Presence

KOTO Saigon employs four online channels: WEBSITE: Informative but not engaging, no true interactions with viewers. FACEBOOK: Confusing Facebook presence: KOTO Saigon has a Fan Page and a

normal people account. Whats worse is that when you first type KOTO Saigon in Facebook search box the normal people account comes up first. Frequent updates but minimal engagement from fans: as of 20 June

2013, although there are 1.762 likes on KOTO S aigons Facebook Page, each post only gets less than 10 likes or comments. Language problem the majority of the posts are in English: at first glance

this looks unfriendly and uninviting to the local publics (the ones KOTO Saigon is aiming at for long-time service) or more specifically the ones that showed interests, got on the page for content the potential likers. This should be changed if they want to continue with reaching out to the local people. Plus, Vietnam s Advertising Law requires foreign text to be below Vietnamese in promotional materials this is important to bear in mind when writing our promotional

content and artifacts (Pham 2010). TWITTER: They have 518 followers and they have good interactions with them. However, most of them are foreigners and tourists; very few are savvy Vietnamese 48

with good English. As most of the tweets are in English it is critical to change this to appeal to the Vietnamese audiences. However, this is not of great importance as very few Vietnamese are on Twitter (TNS 2013). BLOG ON KOTOs WEBPAGE: This I poorly maintained and there are no interactions with readers. There are no possible avenues for peers to comment on posts either and interact with KOTO Saigon. There is also no easy way to follow the blog either via RSS or email subscription.

iii. Limited Budget

KOTO has little to no financial ability to afford traditional advertising, thankfully social media has a strong influence and can build awareness to a network of potential customers. The campaign has to come up with a strong, appealing, newsworthy angle and effective management of social presence.

iv. Hidden location

KOTO is located at the end of a small alley on Hai Ba Trung Street. The alley is conspicuous and extremely hard to identify, especially if this is customers. The restaurant is very difficult to find. first time visit for

c. Opportunities
i. Message Reception
Generally Saigonese people are open-minded. They are early adopters. Once convinced enough, they are more than likely to try our service. (See more Appendix.II.3.A.)

ii. Rising Quality of Life

(See more Appendix.II.2.C.)

iii. Advancement in Availability and use of technology

(See more Appendix.II.4.) 49

iv. Philanthropic interests

(See more Appendix.II.3.B)

v. Economic Recovery
(See more Appendix.II.2.B.)

vi. Boost from Tourism

KOTO Saigon inherits the tourist influence from Hanoi. Moreover, Ho Chi Minh City is a strategic transit point for tourists in Vietnam. Good inflow of tourist guests brings revenues to KOTO.

d. Threats
i. Identity Inconsistency
The KOTO Hanoi restaurant is more of a tourism spot and when compared to KOTO Saigon it is evident that Saigon want to image their restaurant as an exclusive fine dining experience. KOTO wants people to come to the KOTO Saigon Restaurant because of the food and atmosphere. There is inconsistency in their branding and this may cause confusion for the general public.

ii. Local Competition

KOTO Saigon has to compete with a lot more restaurants in HCMC with similar features: fine dining, good service, nice ambiance It is important to have strong positioning for KOTO Saigon to break through the clutter. Its charity orientation is one major differentiating characteristic.

iii. Economic Crisis

(See more Appendix.II.2.B.)

iv. Possible Financial Instability

KOTO Saigon is fairly unknown to the local community Lack of support or use of service from local community will lead to KOTO Saigon being solely dependent on international/Australian resources and foreign tourists (tourism is another uncontrolled variable). 50

v. Facebook Block
Many Vietnamese Facebook users hardly access the website. Although the Government denied blocking Facebook and has been trying to work with foreign company about the problem since 2009 (Marsh 2009), the issue still somewhat hasnt been solved. This may hinder our promotional activities on Facebook. However this is only a minor problem as Vietnamese youths have developed a need for frequent use for Facebook and they will surely find ways to get around that.

vi. Negative Online Reviews

Sixty three percent of Vietnamese Internet surfers are prone to trusting consumer opinions posted online (Nielsen 2013) We should take heed of possible customer reviews and commentaries on KOTO Saigon on various places on the Internet. There is no use in distorting or forbidding certain online content, what we can do is keep track of what is being said about us, act on it, and guide the discussions.

2. PEST Analysis
a. Political
Advertising Laws
Vietnamese laws forbid NPOs from advertising for sales. Moreover, using traditional media to promote or advertise a specific event publicly must be licenced by Vietnamese Departments of Cultures, Sports and Tourism (DOCST). However, this act seems to work with Vietnamese companies only (Phillips Fox 2003, LIN 2012). KOTO needs to aware and follow these laws to avoid fines as well as to have an effective promotional plan using appropriate media (mostly website and SNS).

b. Economic
i. Income in HCMC
Average per capital income in HCMC is approximately 31 million VND/year. Thus, food price in KOTO is relatively high and only cannot be afforded by the majority of people, especially blue-collar workers. We have to persuade customers that KOTOs food is 51

worthy. In addition, we also need to narrow our target publics into middle to upper class people.

ii. Inflation & Economic Crisis

Vietnam Inflation rate in 2013 was recorded at 6.9 percent in June (Trading Economics 2013). Although this rate has decreased significantly comparing to last years, the figure is still considered high. Promotional launchings might get certain attention since most of Vietnamese citizens are now tightening their expenses. Vietnams inflation rate went down by 48% by second half of 20 12; global

economic crisis was down by 22% (Nielsen 2013). This helps ease people s economic concerns and may influence their spending to some extent.

Concern for the economy has been the top concern for Vietnamese people

since 2011 (Nielsen 2013). Though there have been signs of recovery, the economic crisis still affects people, especially their philanthropic motives and behaviors For our communication efforts this means we should take on emotional appeal (The Asia Foundation 2011).

iii. Rising Quality of Life

High literacy level and high living standards of Vietnamese people in general and Saigonese in particular They appreciate stylish dining settings, high-quality food, and good services such as the ones at KOTO Saigon Restaurant. Plus, their wealth will likely mean increased support for charity and social causes.

c. Social
i. Confucianism influence
Vietnamese social values are strongly influence by Confucianism. Therefore, most of them believe that good education is considered one of the best values a person can achieve. Street and disadvantaged children with limit education, in consequence, can hardly find a job. KOTO provides alternative to traditional education and helps 52

them to have a brighter future. This can get positive recognitions among the society and should be included in the projects messages. Vietnamese people share certain characteristics and one of them is a collective mindset (Confucianism culture) Promotional activities could aim for group experience

ii. Philanthropic interests

Vietnamese people have developed more diverse philanthropic interests. Support for charity and worthy causes is on the rise in Vietnam. People want to contribute to the society. Corporations want to do good to enhance their corporate social responsibility profile (Business Forum 2013) Rising interests in social initiatives mean KOTOs great potentials of winning over new sponsors and partners. The major barrier for people in giving philanthropic support is distrust of the charity entity. Sixty three percent of donors worry that their donations will not be put to good use. This is an opportunity for KOTO to show the people what is being done with their money. This is done through pictures and news clips from KOTOs online channels. In this respect social media needs to become a key channel for their ability to build and maintain direct and personal connections. This is necessary for transparency and trust between the customer and enterprise (Cimigo 2013).

iii. Expatriates
Vietnam ranked 10th in the Expat Economics league tables in 2012. 63% think that the financial status of their household has improved and 53% of them have a more luxurious life than in their previous country (HSBC Expat 2012). With such financial ability, they can become potential returning customers.

d. Technological
The Internet penetration rate is 34% in Vietnam (AMCHAM 2012) and 62% in HCMC (Cimigo 2011). Widespread access to places on the Internet means higher numbers of people we can reach using web-based communication channels. 53

i. Online Searching
Seventy two percent of Vietnamese Internet users conduct product research online, 63% seek advice on brand usage and other related aspects (NIELSEN 2013). Weve got to ensure ample content is available on brand networks and social media on promotions, product usage, benefits and other related information commonly asked by consumers Searching is the second most popular online activity for the Vietnamese people (Nielsen 2013). One of the implications is that we can get people coming to KOTOs websites and social media from bigger online portals with relevant characteristics (charity causes, sustainable social business, quality restaurants). 49% of Vietnamese Internet users look for deals online or for coupons from an online coupon site. Shoppers are still very reluctant to visit retailer websites but when they do, a promotion search is mostly why (87% of visitors of retailer websites) (Nielsen 2013). We should include promotional information on our website.

ii. Social Media Popularity

The Robust social media atmosphere in Vietnam presents strong potential for the viral spread of content. Sixty seven percent of Internet users use digital media. It is the second largest media behind television. In Vietnam, the number of Facebook users is up to 8.5 million while Zing users make up 8 million (Millward 2012). Moreover, 83% of Facebook users are aged 18 to 34 years old. -> If we have worthwhile content/promotions, we can be sure our content will get shared/talk about among a large number of young Vietnamese - our own target public. Communication program with regular updates and efforts to engage audiences on popular social media in Vietnam such as Facebook and Zing are a must (TNS 2013). Social networks as philanthropic platforms have been on the rise and become mainstream platforms for people with social concerns (Cimigo 2013). Again, the reach potential of Facebook and Zing in Vietnam.

54

Fifty six percent of Vietnamese netizens access the web via mobile devices. Thirty five percent of Vietnamese social media users access social networks via mobile devices (TNS 2013) A mobile component is critical for the communication campaign.

Q. References:
AMCHAM 2012, Recession & Growth Opportunity, TNS, viewed 24th June 2013, <http://www.tnsvietnam.vn/en/download/details/224/AMCHAMTNS2012ConsumerO verview101012.html>. Business Forum 2013, Companies Attach Greater Importance to Social Responsibility, Business Forum, viewed 23rd June 2013,

<http://vccinews.com/news_detail.asp?news_id=28194>. Cimigo 2011, Vietnam NetCitizens Report: Internet Usage and Development in Vietnam, Cimigo, published April 2011, viewed 25 June 2013,

<http://www.cimigo.com/en/research-report/vietnam-netcitizens-report-2011english>. Cimigo 2013, Research & Report, viewed 24th June 2013,

<http://www.cimigo.com/en/research-report/cimigo-philanthropy-vietnam-2012>. Cox, CR 2010, Know One, Teach One, Readers Digest Asia, published April 2010, viewed June 25 2013, <http://www.rdasia.com/know_one,_teach_one>. Forest Interactive 2013, Twitter Users 2013, Forest Interactive, viewed 7 July 2013, <http://www.forest-interactive.com/twitter-users-2013/> General Statistics Office of Vietnam 2010, The 2009 Population and Housing Census, General Statistics Office of Vietnam, published July 2010, viewed 25 June 2013, <http://www.gso.gov.vn/default_en.aspx?tabid=599&ItemID=9788>. HSBC Expat 2012, The Expat Explorer Survey 2012, HSBC, viewed 5 July 2013, <http://www.expatexplorer.hsbc.com/files/pdfs/overall-reports/2012/report.pdf>

55

Kien thuc gia dinh 2012, What young people like?, Kien thuc gia dinh, homepage, viewed 7 July 2013,

<http://kienthucgiadinh.com.vn/news/gioi_tre_hien_dai_thich_lam_gi_.aspx> Kieu Trinh 2013, Vietnamese population is a dream of Europe countries, VTV Vietnam, viewed 5 July 2013, <http://vtv.vn/Thoi-su/Dan-so-tre-Viet-Nam-la-dieu-mo-uoc-cuacac-quoc-gia-chau-Au/69185.vtv KOTO 2012, FAQs, KOTO webpage, viewed 24th June 2013,

<https://www.koto.com.au/about-koto/87-faq-s>. KOTO Intl 2013, Twitter, viewed 24th June 2013,

<https://twitter.com/KOTOVietnam/status/337558247567392769>. KOTO Sai Gon 2013, Facebook, viewed 24th June 2013,

<https://www.facebook.com/kotosg>. LIN 2012, Fundraising Activities by Not-for-Profit Organizations under Vietnamese Law, LIN Center for Community Development, viewed 24th June 2013,

<http://www.linvn.org/cms/upload/FCKFile/YKVN%20&%20LIN%20Memo%20%20NPO%20Fundraising%20Activities%20in%20Vietnam%2018Dec12.pdf>. MacDonald, J & Brown, B 2007, Jimmy Pham: Know One, Teach One, CNN, published March 2007, viewed June 25 2013,

<http://edition.cnn.com/2007/BUSINESS/03/08/forward.pham/>. Marsh V. 2009, Vietnam government denies blocking networking site, BBC, viewed 24th June 2013, <http://news.bbc.co.uk/2/hi/asia-pacific/8370762.stm>. Millward, S 2012, This Is Vietnams Web in 2012, As F acebook Overtakes Zing In the Country, Tech In Asia, <http://www.techinasia.com/vietnam-web-social-users2012/>. Nielsen 2009, "HCMC v Hanoi: Regional Consumer Differences Study", Nielsen, published June 2009, viewed 25 June 2013,

<http://www.nielsen.com/content/dam/corporate/t3/vietnam/reports/Nielsen%20Viet 56

nam_%20HCMC%20v%20Hanoi%20consumer%20differences_June%202009_slid e7edit.pdf>. Nielsen 2012, "Nielsen Global Survey of Consumer Confidence and Spending Intentions Q2/2012", Nielsen, viewed 24th June 2013, <http://www.nielsen.com/intl/vn/newsinsights/reports/2012/nielsen-global-survey-of-consumer-confidence-and-spendingintent0.html>. Nielsen 2013, The 2013 Vietnam Pocket Reference Book, Nielsen, viewed 24th June 2013, <http://www.nielsen.com/intl/vn/news-insights/reports/2013/the-2013-vietnampocket-reference-book.html>. Pham THH 2010, New law limits advertising, Viet Nam News, 12th September, viewed 24th June 2013, <http://vietnamnews.vn/economy/229982/new-law-limits-

advertising.html>. Phillips Fox 2003, Advertising Law in Vietnam, U.S Vietnam Trade Council, viewed 24th June 2013, <http://www.usvtc.org/updates/legal/PhillipsFox/AdvertisingLawUpdateApril2003.pdf>. RFA 2013, A young generation today is interested in politics and social, RFA, homepage, viewed 5 July 2013, <http://www.rfa.org/vietnamese/in_depth/a-new-generation-kh03082013103808.html> Seven Hills 2011, The Three-Year Glitch: Why Getting It Right Early is Key to Start-up Success, Seven Hills, published August 2011, viewed 25 June 2013,

<http://www.wearesevenhills.com/resource/binary/userfiles/Intuit_ThreeYearGlitch.p df>. The Asian Foundation 2013, "The Asia Foundation's 2011 Annual Report, The Asia Foundation, viewed 24th June 2013,

<http://asiafoundation.org/annualreport/FY2011/>. TNS 2013, Digital Life, TNS, viewed 24th June 2013,

<http://www.tnsvietnam.vn/en/our_research/details/37/Digital_Life.html>. 57

Trading Economics 2013, Vietnam Inflation Rate, Trading Economics, viewed 24th June 2013, <http://www.tradingeconomics.com/vietnam/inflation-cpi>. Trembath J. & Parker L. 2011, What Expats Want: An Exploration of the Interests of Expatriates Living in Vietnam and Implications for Marketing and Communication Practice, anzmac, conference paper, viewed 5 July 2013,

<http://anzmac.org/conference/2011/Papers%20by%20Presenting%20Author/Parke r,%20Lukas%20Paper%20486.pdf> UNFPA Vietnam 2013, Population and Development, UNFPA Vietnam, viewed 5 July, 2013, <https://vietnam.unfpa.org/public/cache/offonce/lang/vi/pid/5585;jsessionid=47CCB E5F92689373418395E7DBB8D513.jahia01> Yume 2012, What do young people today like?, Yume, homepage, viewed 7 July 2013, <http://yume.vn/news/doi-song/gioi-tre-hien-dai-ho-thich-gi.35A97154.html>

58