stop ai proposal

8/8/2019 Stop AI Proposal

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COMMUNICATION CAMPAIGNFOR STOP AI PROGRAM IN

VIETNAM

Submitted by Vero Public Relations

2 November 2010


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Agenda

1. Vero Public Relations Credentials,Background and Account Team

2. Communications Objectives3. Communications Program

4. Budget Proposal and Next Steps


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About Vero Public Relations

Full-service agency with wholly owned offices in Thailand,Vietnam and Cambodia. Staff of specialists in publicrelations, events, design, advertising, video production,research, promotions and interactive

20+ years of developing, managing and promoting some of the worldspremier companies and organizations Privately held, American-owned company offering unique client benefits Adaptable to different styles, cultures and budgets Agency-trained strategic thinkers who go above and beyond Big agency experience without the overhead

Hands-on from senior-level experts every step of the way Same resources, documentation and tools as larger firms Key success factors: Client service, stellar results, expertise and passion


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Vero Public Relations Capabilities

Brand Positioning Community Relations Contest and Sweepstakes Editor Desksides/Media Tours

Government Relations Grand Openings, Renovations

and Expansions Interactive Internal Communications

Issues/Crisis Management Marketing Collateral Media Familiarization Trips

New Product/Brand Launches Press Kit Development Product/Service Repositioning Publicity Driven Promotions

and Events Social Media Sponsorships, Partnerships and

Cross-Promotions Strategic Planning

Research Thought Leadership Viral and Guerilla Marketing


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Vero Public Relations Experience

Vero Public Relations supports the Rolls-Royce regional office in Vietnam in communicating theattributes of their world-class power systems to important stakeholders in Vietnamese governmentand leading private and state-owned enterprises in Vietnam. On behalf of Rolls-Royce Plc, VeroPublic relations organizes media events, seminars, and creates key messages and press materials toreinforce Rolls-Royces position as the worlds premier power-systems company.

BT Global Services makes high-end communications devices for CEOs and executives around theworld. In Vietnam, Vero Public Relations helped to promote BTs entire product line, including astate-of-the-art virtual meetings tool that can be found in executive board rooms around the world.

Violation of intellectual property rights is a serious issue in Thailand and Vietnam. Vero PublicRelations has helped the Business Software Alliance engage with key government stakeholders andthe business community in Thailand and Vietnam to promote the economic value that respect forintellectualproperty and trademarks can deliver.

Reaching Vietnam top executives from banking industry, securities firms and investmentfunds, Interbank Forex, the U.S.-based broker of off-exchange retail foreign currency, looked forbroker partners in Vietnam. In order to help them extend their business network, we organized acocktail reception with the participation of top executives from 75 banks, securities firms andinvestment funds.


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The East Meets West Foundation is Vietnams longest-serving NGO. We were tapped tosupport East Meets West in public relations support and celebrity endorsements for their20th anniversary gala ball, which attracted 200 of Vietnams leading business people andentrepreneurs. We also leveraged a performance by Y Lan, her first-ever live show inVietnam.

Promoting the value and quality of Italian goods and services is the task Vero PublicRelations manages for the Italian Chamber of Commerce in Vietnam. Through webdevelopment, and a new brand identity campaign, we are helping the chamber of commercereinforce its image as the face of Italian commerce in Vietnam.

Vero Public Relations headed a social media campaign to support Asia Pacific Breweries intheir efforts to promote responsible drinking in Vietnam. We engaged Vietnams leadinglifestyle bloggers, helped them throw 2009 New Years Eve Parties, and then engaged thebloggers to develop content with positive messages about responsible drinking.

Vero Public Relations managed an employee stakeholder survey of Diageo employees in HoChi Minh City, Hanoi and Danang. We conducted more than a dozen in-depth one-on-oneinterviews with a variety of Diageo employees, conducted online interviews with 75employees and developed reports and analysis for Diageo HQ


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The Global German company TUV SUD hired Vero Public Relations to launch theirnew laboratory in Vietnam and reach out to Vietnams leading fashion creators andgarment producers. In addition to special events for key TUV SUD customers andnew client prospects, we organized a nationwide media campaign to help drive newbusiness for TUV SUDs new lab in Vietnam.

Reaching Vietnamese youth and their parents was the key objective for Vero PublicRelations in a major project for the elite boarding school, Cempaka InternationalLadies College. Vero Public Relations hosted events and press meetings to highlightthe attributes of the Cempaka brand in Vietnam.

Promoting MSN as an excellent destination for advertising and encouraging use ofMSNs blogging tools were the main elements of a retainer in support of MSN inThailand.


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Client References

Melissa CheahCommunication Manager Marine & Asia PacificRolls-Royce Singapore Pte. Ltd.25 International Business Park #04-55/59 German CentreSingapore 609916DID: 65-65948180 Gen: 65-65948150Fax : 65- 65948199 Mobile: 65-90698474

Email: [email protected] ChanDirector Marketing Asia, Business Software AllianceMalaysia Representative Office - Level 36 Menara Maxis-Kuala Lumpur City Centre50088 Kuala Lumpur - MalaysiaTelephone: +60 3 2615 0180Fax: +60 3 2615 0181Email: [email protected]

Abigail DeGraffGlobal Public Relations and Social Media SpecialistInterbank FXDirect: 801.930.6833Toll Free: 866.468.3739 x6833 Fax: 212.884.0609Email: [email protected]


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Target Audience

Who are they? Communication needs?

Primary audience

(regular consumers of

poultry products)

Residents of the Tay Ho neighborhood

Men and women who have their own

family with children to take care of

Urban, upscale with middle to high

incomes

Highly concerned with health issues

To be aware of the risks associated with their daily

consumption of poultry products

To take care of their loved one in the best way possible

by choosing the certified products

To be socially responsible by playing their individual role

in preventing the mutation and dissemination of diseases

originated from animals/birds

Secondary audience

(Supermarkets,

restaurants, andhotels)

Outlets of poultry products for those of

middle to high incomes

Present at consumers convenience

Information disseminating points

Concerned with certifications and standardizations as a

means to reassure/attract their customers

Show them being socially responsible as major

educational hubs on the publics perception


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Communication Objectives

To advertise the Naturally Vietnam products bycontracting with HORECA publications and otherappropriate magazines to place advertisements of NVN

products and retail outlets.

Over the course of 2 weeks of this campaign, publicawareness of the consumption of certified poultry

products is greatly heightened within the Tay Ho districtand the profound impacts of the inevitable consequencesof prominent outbreak ofHPAI is deeply realized.


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Key Messages

To primary audience:

Consuming only certified poultry products is showingyour love and concern for those you care and playing

your individual role in keeping society free fromoutbreaks ofHPAI.

To secondary audience:

Being certified and standardized in the system providingsafe poultry products in the area is the way to show yourcorporate responsibility towards preventing the possibleoutbreak ofHPAI.


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The themes

2 respective concepts of graphics that can be display indifferent media

The ng H design:base on the concept of ngH paintings to inject the sense of being truly

Vietnamese/Hanoian through the use of NaturallyVietnam products.


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The themes


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The dramaticconsequences design:inflicting fears by

showcasing theinevitable consequencesof the mutation andwidespread of the

disease.

The themes


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Committee/Community meetings

Meet with heads of residential groups in Tay Hodistrict to raise their awareness on the NaturallyProducts

Hand out posters bearing the scare tactic concept forthem to post on their wards bulletin board

Suggest them to go back to their respective ward toincorporate the information in the monthly wardmeeting with the residents


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Posters/Banners

Bear the Dong Ho concept

Posters placed in front of restaurants, hotels, andsupermarkets proving this is a certified source of

poultry products Banners hung up in the spots that attract most

attentions, the intersections of the Tay Ho district andBa Dinh district (one of the downtown areas in thecapital), and especially around the West Lake area


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Certificates: Issued to restaurants and hotels thatcomply with the consumption of only certified

poultry products.

Mini standees: Placed in the middle of tables incertified hotels and restaurants to directly aim at the

patrons who fit in the group of primary audience

Certificates & Mini standees


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News release

Direct distribution of news releases to magazines andnewspapers concerned

One STAMP to prove that WE CARE

Not many people are aware that it is within their power to

make a dramatic change to their own health and the well-

being of the whole society. As the Avian Influenza (H5N1)

has played its toll on the community in the recent years,more than ever we have to take measures to fight against

the possibility of a future outbreak.


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Forum seeding

Peer review forums have increasingly gained trustamong groups of people of similar interestswww.webtretho.comwww.lamchame.com

www.diendan.yeutretho.com

www.tinhte.vn

These forums can help disseminate and increase theawareness of the issue


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Bulletin boards in kindergartens

Concerned parents of kindergarten and pre-schoolchildren would particularly pay attention to postersput up on the bulletin boards


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Budget allocation

Items Cost (USD)

1. Committee/Community Meeting

2. Posters (designing + printing)

3.

Banners (designing + printing)4. Certificates (designing, printing,

distributing)

5. Mini standees

6. News release

7. Forum seeding

8. Bulletin boards in kindergartens


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How To Reach Us

Vietnam Office

The Landmark Building

5b Ton Duc Thang

District 1 , HCMC, VietnamPhone: (848) 629 10462

Fax: (848) 629 10464

Bangkok Office

Ton Son Building

Soi Ton Son

Ploenchit RoadBangkok, Thailand 10330

Phone: +66 (0) 2684 1551

Fax: +66 (0) 2684 1553

Website: veropr.comBlog: veropublicrelations.blogspot.com/Facebook: facebook.com/veropublicrelations

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