The communication proposal for 2012 Asus Expo

OBJECTIVE
Attract more people to participate in 2012 ASUS EXPO (AE)

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TARGET
Our target audience for this communication campaign 1st year students (both economic and technical students) Senior students (both economic and technical students) Anyone who are interested in hightechnology (from 19 35 years old)

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TARGET
Goal: 12000 participants in total for both Ho Chi Minh region and Ha Noi region

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TARGET
Goal break down
Target customer
1st year students Senior students People love high technology (25 35) 5000 5000

Ho Chi Minh region

1000

Ha Noi region
1000

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STRATEGY
Campaign: 3 Phrases
Phrase 1 ( 15 20): Arouse curiosity Phrase 2 ( 21 29): Spreading information Phrase 3 (after event 6th Oct): Long-lasting connection

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1. Arouse Curiosity
Make and post a serial of teaser clips, including 4 teaser clips
1st clip: arouse curiosity by informing about a serial of amazing teasers ahead of ASUS 2nd clip: mention briefly through some most typical traditional products of ASUS in last year EXPO. However, do not mention anything about ASUS EXPO 2012 3rd clip: highlight new products in this EXPO without any information related to EXPO 2012 4th clip: final teaser that promote for EXPO 2012 with outstanding activities

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2. Spreading information
Promotion channels: online channels ASUS fan page ASUS website Email Universities online forums Website for the one who is interested in technology, especially high-tech products

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Channel

Target customers

Note

ASUS fan page

- Seniors - People love hightech

- Seniors - People love hightech

- Teaser clips and poster will be posted here - Information about contest after event
- Teaser clips and poster will be posted here - Should be designed to make visitor watch teaser clips first by let the clip only stay in the first part of the page. Visitors have to watch it before moving to another parts - Utilize customer database - Content of direct email is similar to posts in forums basically

ASUS Website

Email: direct email

- Anyone who know ASUS before

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Channel Universities online forums

Target customers

Note

- 1st year student - An short article including (they have just information of 2011 AE, 2012 AE, enter the university poster and 4th teaser clip => often log in - Target universities: University of forums to know Technology, Foreign Trade more about the University, University of banking, new environment) FPT, University of Law and - Seniors Economy - Seniors - People love hightech - An article including information of 2011 AE, 2012 AE and 4th teaser clip - An advertising panel is put in these website. There are links that connect to ASUS fan page and page of 2012 AE - Target websites: zing.vn, genk.vn, vn-zoom.vn, tinhte.vn, 24h.com.vn

Some other websites

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3. Long-lasting connection Post event contest

Encourage participants who did joined 2012 ASUS Expo to write about some most impressive moments/feeling about the events, post it on ASUS Facebook, prefer using photo, clips or any other tools Estimate time: 3 weeks after events Scale: 300 for both regions Prizes: 1st Prize: an ASUS Laptop ( 18.000.000 ~ 22.000.000) 2nd Prize (this prize is chosen by readers by number of Like on
Facebook. The participants have to post their work on ASUS fan page. The voters also have to like ASUS fan page before they vote) : an ASUS balo

and a discount voucher 10% (for laptop not over 25.000.000)

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TIMELINE AND BUDGET

Please read the attach file for more information about timeline and budget

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Thank You