Campaign Proposal

For
Media
Literacy Council

Team Members:
Chelsea
Tashinnya
Karthigah
Brenda
Date:

All rights reserved ©

2016 Republic
Polytechnic
Table of Contents
Executive Summary.......................................................................................................................................... 2

1. Introduction ................................................................................................................................................ 3

2. Situation Analysis......................................................................................................................................... 4

2.1 SWOT of Singapore Media Information in the Industry ................................................................... 4

2.2 Target Audience Analysis ..................................................................................................................... 5

3. Communication Objectives...................................................................................................................... 6

4. Creative strategy ....................................................................................................................................... 7

4.1 Big Idea .................................................................................................................................................... 7

5. Message ..................................................................................................................................................... 7

6. Creative Tactics ........................................................................................................................................ 8

6.1 Social Media Educational Series “Are You a DigiTrendsetter?” ..................................................... 8

6.2 2-day Media Conference For Youth 2018 – Are You A DigiTrendsetter?................................ 9

7. Budget ...................................................................................................................................................... 11

8. Timeline .................................................................................................................................................... 12

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Executive Summary

The proposed 3 months Integrated Marketing Communication “Are You A DigiTrendsetter?”

is a campaign designed by tertiary students (student leaders from five polytechnics) for
students (ranging from Secondary to tertiary institutions) in Singapore. This will be the first of
its kind in Singapore and we hope that the proposed media conference will continue to be run
by youths even after the campaign has ended.

We hope to implement this marketing Communication Campaign to help keep our local youths
(aged 15 – 25) who are interested in exploring the media industry abreast with digital trends in
Singapore”.

This 3-month campaign will feature the use of digital media (facebook, Instagram and
Youtube) to generate awareness and educate our target audience on four (3) media trends
which we felt are trending now. These topics included:

(a) The latest digital media features (LIVE Streaming, Chatbots and Augment Reality)
used for content creation;
(b) Singapore Media Developments (Media entrepreneurship and Skills Future); and
(c) Importance of Analytics in Media (Big Data)

The campaign will comprise a 3-month social media activities and will end with a tie-up with
Republic Polytechnic’s Media Conference for Youths (MECO) which was first launched in
2016 with the intention to bring industry-like conference to the youths and keep them abreast
of media trends and development in Singapore. The first MECO was well attended by 250
students from RP and lecturers from both RP and other tertiary institutions. The speakers
included Assistant CEO of IMDA, Ms Angeline Poh, QED Consulting, Publicist and Group M.

As the target audience are youths in general, the proposed campaign will be fun and
experiential in nature where participants are able to customise their own learning journey
during the conference. Speakers for the events would comprise social media influencers,
young media entrepreneurs and established media practitioners and organisations. The
concept of the recent “ARTBOX” carnival equivalent to attract youths to attend.
The proposed budget for the event is approximately $34,000.

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 1. Introduction

Being mass communication tertiary students ourselves, we realised that other than learning from
classroom and some industry projects, we are not entirely exposed to the media development and
digital trends locally and globally.

Many tertiary students to not have the luxury to attend industry media conference and workshops
like the industry practitioners. This is a huge disadvantage to tertiary students as the learning curve
upon graduation becomes rather steep as the information overload and expectations can become
overwhelming for media graduates.

We strongly felt the need for tertiary students to be able to come together to learn, interact and
innovate so that we can learn from one another on a common platform to allow more innovation and
creativity into local media scenes.

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 2. Situation Analysis

Secondary research was conducted across some credible websites such as Forbes, Computer
word, Media Literacy Council to gather more information about our target audience; media industry
strengths, weaknesses, opportunities and threats concerning availabilities of media information; and
trending industry practices and developments

2.1 SWOT of Singapore Media Information in the Industry

STRENGTHS WEAKNESSES

● There are already existing good public
education on media literacy and cyber
wellness programme by Media Literacy
Council
● Active Participation and Great Awareness of
Safer Internet Day(SID) since 2013.
● Lack of information on upcoming events. In
2017, there is only one campaign that has taken
place, SID.
● Lack of a common platform for youths to know
about digital trends, developments and issues.

OPPORTUNITIES THREATS

● More schools tap tech tools for learning
● Youths are increasingly being more tech-savvy
● Young people are now living in a much more
anxious, self-judging way than previous
childhoods as they are always on their phones
and are always aware of peer group
conversations
● There are lots of little tight-knit, homogeneous
fragments instead of a homogenised youth
culture as youths will interact with people they
know in the environment and their social media
will be filled with people who think like them.
share the same beliefs and values, thoughts,
and anxieties. There is very little time spent
muddling among people who are different.

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 2.2 Target Audience Analysis

Among the millennials, we have identified youths aged between 15 – 25 as our intended target
audience as these are youths who are generally less updated in media trends and developments
although they are the most savvy in media technologies and use of digital platforms. As our
campaign aims at EDUCATING, we felt that this would be the most ideal group because they are
the most “left-out” in terms of formal information updates through conferences, industry newsletters
and industry talks and training.

Our analysis of youths aged 15 – 25 is as follows:

Demographics Findings
Occupation Students, Working Professionals
Income A 2012 study by the Pew Research Institute found that about one-fifth
of millennials in their 20s still draw an allowance from their parents or
family.

More middle-aged parents say they are the primary source of financial
support for their adult kids, too.

Psychographics
Behaviours Most Singaporean young adults agreed that amassing experience and
not material possessions, is the most important form of wealth, found a
new UBS study of ten countries.
Millennials currently have less spending power than older generations.
Millennials are much less likely to get married in their twenties than
older generations were.

Millennials are more health-conscious than older generations

Millennials really like athletic brands.

Millennials are more tech-savvy than the older generations and enjoy
using social media. They are also generally more educated than
previous generations.
Media Habits 46% browsing of social media platforms, 42% watching videos, 12%
online shopping
Common Communication o Prefer LIVE videos, augmented reality (AR lenses) and filters;
Platforms o Possess basic capabilities to share video content in real-time on
the social media platforms

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Summary of target audience analysis:

Youths aged from 15 – 25 are either students or working professionals. According to Pew Research
Institute’s 2012 study, around one-fifth of millennials in their 20s get their allowances from their
parents or family. A greater number of middle-aged parents say that they are their grown child’s
primary source of financial support.

A new UBS study of ten countries found that most Singaporean millennials agreed that gathering
experience and not material goods.

Compared to older generations, millennials have currently less spending power. They are also
much less likely to get married in their twenties than older generations were. Furthermore, they are
more health-conscious the older generations as well. As the culture of health becomes more
common, millennials are more into athletic brands. Millennials are also more tech-savvy, and
generally more educated than previous generations.

In terms of media consumption habits, 46% of youths spend their time browsing social media
platforms followed by 42% who watch videos. The rest of 12% do online shopping.

In this day and age of technology, youths are more inclined towards livestreams, augmented reality
and filters. Social media platforms act as a communication medium for youths where they can
share, like and comment on video content in real-time.

3. Communication Objectives

The communication objectives of the “Are You A DigiTrendsetter?” campaign are as follows:

a. To educate youths aged (15 – 25) in keeping oneself updated on media trends in order to
stay relevant;

b. To educate youths on the concept of:

o The latest digital media features (LIVE Streaming, Chatbots and Augment Reality) used
for content creation
o Singapore Media Developments (Media entrepreneurship and Skills Future); and
o The importance of Analytics in Media (Big Data)

c. To persuade youths to participate in the Media Conference for Youths so that they are part
of the Digi(tal) Trendsetters in Singapore

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 4. Creative strategy

4.1 Big Idea

The main focus of the “Are You A DigiTrendsetter?“ is the 2-day event, Media Conference For
Youths (MECO). The concept is similar to the recent ARTBOX held in Singapore which attracts
mostly youths and young professionals.

The strengths of this campaign is a Media Youth Conference, organised by Youths for Youths.
Imagine student leaders of the five polytechnics coming together to not only share, learn but work
together to serve the local media youth communities. We hope that the ownership that comes with
the organising of the event will encourage greater synergy among young media enthusiasts and
media industry practitioners.

Instead of a typical conference comprising “sit and listen” talks and workshops, we are proposing a
carnival-like event where participants will learn through experiential learning, networking and
discussions such as games, talk shows and hands-on learning with industry practitioners. This will
be accompanied with F&B outlets and a simple local concert. The overall theme of the event is “Are
You A DigiTrendsetter?”.

The campaign will also comprise at least 4 months of Pre-publicity activities ((education messages
on digital trends and developments, Instagram contests) on social media platforms that will
eventually lead to the Media Conference 2018 (MECO2018).

5. Message

Slogan: “Are You A DigiTrendsetter?”.

The slogan puts a focus on the idea of getting our audience updated on the trends. As our
campaign is aimed at Being smart by staying relevant and up to date with media trends, this slogan
closely relates to our objectives.

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 6. Creative Tactics

6.1 Social Media Educational Series “Are You a DigiTrendsetter?”

At the start of the “Are You A DigiTrendsetter?” campaign, we will start with a 2 months
educational series of social media posting to educate our target audience on the four topics we
have identified for the campaign. We hope to tap on Media Literacy Council’s social media platforms
to converse with its existing followers and also create new handles and hashtags e.g.
#DigiTrendsetters2018 for cross promotional activities on the different social media platforms.
Some of the social media activities for the two months included:

i. Instagram Posts – Twice a week social media posting on:

● fundamental factual information of topics
● interesting human interest stories in related Singapore media scene, media players,
media organisations, media concerns and issues
● teaser videos of conference speakers and activities at MECO 2018

This will help provide some prior knowledge on the topics to be shared during MECO
2018 so that our target audience have existing knowledge to engage, discuss and share
with the participants and industry players.

ii. Instagram Contest - There will be bi-weekly contests (Best photo; and Best Story) on the
Instagram. Where participants will post pictures and personal stories about how they
incorporate knowledge of digital trends/information into their daily life. They will use the
hashtag #IAmADigiTrendsetter because_______’ to participate in the contest. The posts
with creative captions and stories will win the contest. Winning participants will be invited
to MECO 2018 to collect the prizes and conduct sharing. We will also be using the
contest, to generate widespread awareness for MECO 2018 and induce excitement for
the attendees of MECO 2018.

iii. Facebook Page & Twitter - Facebook and Twitter page (we will again tap on Media
Literacy Council existing platforms and handles created for the event) will be used as a
communication platforms create teaser videos and posters to garner more attention for
the event.

iv. Electronic Direct Mail (EDM) - EDMs will be sent to various secondary schools to raise
awareness of the event and encourage participation at the start of the 4 months
campaign.

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6.2 2-day Media Conference For Youth 2018 – Are You A DigiTrendsetter?

The 2-day MECO is the key highlight of the campaign. This is where the buzz and hype
happens. The entire event rides on “experiential learning” and participants can customised
the programme according to their own likes and preferences. The activities are
unthreatening and fun.

We are proposing a total of five different segments in the event and this included a “Chat Me
Up” corner, “Digi-Active”, “Lepak Corner”, “Be A DigiTrendsetter Concert”; and
“DigiTrendsetter F&B”.

The following will provide a more thorough explanation of each of the segments:

Chat Me Up Corner
“Chat Me Up” is meant to provide participating youths with an unthreatening environment to
discuss media concerns and issues (related to the four topics) in a fun, creative and
educational sharing session. Participants will attend the light hearted seminar with local
media influencers like Jian Hao Tan, DeeKosh, Brenda Tan, Google, Wah! Banana and
Night Owl Cinematics. The discussion topics will be closed to the hearts of youths but
related to the four topics we have identified earlier. In the Chat Me Up series, the topics will
focus on three different categories namely,:
● Trendy Dandy – focuses on industry trends and developments such as cyber
wellness and security issues

● Re-Think, Be a Boss – focuses on media entrepreneurship

● Stay in the race, not OUT – focuses on creativity for content creation

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Digi-Active
Digi-Active is experiential where organisers will create (a) a mobile application solely for the
event (supported by LDR and RP mobile app platform) and (b) actual Virtual reality tunnel
(sponsored by a company) for MECO 2018.

The mobile application, “SMART ME” is where participants would have to log-in upon
registration to find out more about the event activities. Interactive games (programme listings,
bio of speakers, IR/VR related activities to engage participants and help them get immerse into
the latest digital development in content creation) will be made available via this Digi-ACTIVE
mobile application. There will also be a booth for participants to learn how to create simple
mobile applications to using existing templates. The key message is to convey to youths that
technology isn’t frightening and that complicated. There are software available to help them
create better content.

The Virtual Reality Tunnel is where participants will experience how IR/VR is able to help
content creators innovate and create more exciting content and engagement with the
consumers, readers and target audience.

This is an effective and more experiential approach to get the participants to understand the
need to use new digital technology to create better content and experience for their end users.

“Lepak Corner”
Lepak Corner is another segment of the event where attendees can chill and have their
refreshments that entice millennials such as rainbow drinks, dragon breaths etc. This is an
area where attendees can meet new people and build valuable connections. The set up of the
lepak corner is such that all consumers are expected to sit down and have their refreshments.
The seating arrangement is arranged in a way that it encourages conversations among youths.
The discussions will be related to DigiReady and supervised and guided by Republic
Polytechnic lecturers to ensure that youths are on topic, and challenge to think more deeply.

Concert
This concert will be held on Day one of the event and will only start at about 4.pm. The concert
will showcase Republic Polytechnic’s very own performing arts Interest Groups, Rhapsody,
Replug, Beats Encore, Jammerz Arena and Style Groovaz Crew. They will be performing the
latest hits that youths are familiar with so that they can sing along and jam out to the tunes.

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7. Budget

We are looking at a proposed budget of $. The breakdown is as follows:

Items Proposed Budget

1 Social Media & Publicity $3000 (Approx)

● Rental of media equipment $500
● Social Media Boosting ($150 per boost) $2000
2 Event $20,000 (Approx)
● Venue rental TBC (RP)
● Canopy $3000
● Refreshment (1000 participants & organisers $5000
x $5)
● Publicity – signages, information collaterals $ 5000
3 Prizes $2000(Approx)
● Social Media Contests $1000 & sponsored items
● Tokens of Appreciation for Speakers ($50 x $500 & sponsored items
10)
● Goodie bags (sponsored items) x1000
4 Logistics $3000 (Approx)
● Concert Equipment rental (from RP) TBC
● Furniture (from RP) TBC
● Meals allowance for organisers and helpers $500
($5 x 100)

APPROX SUB-TOTAL: $28500

5 Miscellaneous (20%) $5700

6
APPROX TOTAL: $33,700

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 8. Timeline

Schedule Description

Jan – Apr 2018 ● Formation of organising Committee (student

representatives from tertiary institutions)
● Planning for implementation

May- Jul 2018 ● Launch of “I am a DigiTrendsetter” Campaign

● Launch of Social Media Public Education Series
(Facebook, Instagram, Twitter, EDMs)
● Media Publicity on traditional media (ST, Beritan
Harian, ZaoBao, CNA, TODAY, Mothership,
SMARTLocal)

● Invitation to MECO speakers, vendors and event

stakeholders

Jul – Aug 2018 ● Hype up publicity and registration for MECO, “Are
You A DigiTrendsetter” – social media and
traditional media
● Social Media postings of speakers’ bio and
interesting programme activities

Aug 2018 ● Launch of MECO “Are You A DigiTrendsetter”

2018!
● Live social media postings and reporting of event via
tertiary media teams for tertiary newsletters and
Media Literacy Council social media platforms
● Wrap up publicity – testimonials, wrap up videos

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 9. Evaluation

We will be deploying the following evaluation metrics to assess the success of the campaign. A final
report will be provided at the end of the campaign.

Stages Measuring Tool Outcome

Publicity on social Social Media Analytics
media – facebook, Instagram, twitter
Publicity on Media Monitoring - clippings
traditional media
Actual Event Survey through feedback form
Social Media Analytics
– facebook, Instagram, twitter
.
Daily monitoring for initial period
Weekly report – reach, impression,
engagement
Analysis of news article for
sentiments
Attendance
Sentiments and feedback

The End

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