VIETNAM NATIONAL UNIVERSITY HO CHI MINH CITY UNIVERSITY OF ECONOMICS AND LAW ------ E-MARKETING BUILDING ELECTRONIC MARKETING STRATEGY FOR ANGIANGTREK BRAND Lecturer : Mr. Nguyen Quang Hưng Teaching Assistant : Mr. Tran Nhat Minh Group : A1 Number Name Student ID Role 1 Le Thi Hong Xuan K204110591 Leader 2 Hoang Ngoc Thao Duyen K204110559 Member 3 Nguyen Ngoc Tham K204111787 Member 4 Le Bui Quynh Nhu K204111784 Member 5 Pham Ngoc Tram K204111790 Member Ho Chi Minh, December 2022 THANK YOU First of all, A1 group would like to express our sincere thanks to Mr. Nguyen Quang Hung - instructor of the course "Electronic Marketing".
Thanks to the enthusiastic teaching and dedicated guidance from the teacher, A1 group has acquired a lot of useful knowledge, which serves as the basis for implementing the project and as well as future career orientation. We are very appreciative and grateful for the knowledge and efforts that you have given us during the last semester. Besides, throughout the course of implementing the project, our group also learned many new things, especially about planning and e- marketing campaigns for personal brand. In the process of completing the topic, the group also inevitably made mistakes.
Group A1 is looking forward to receiving your comments and suggestions so that we can complete this project as well as draw useful experiences for each member of the group. Once again, our team sincerely thank you and wish you good health, always succeed in your teaching path. Group A1 Page | 1 TABLE OF CONTENTS IMAGE LIST. Reason for choosing the topic.
The brand identity. Unique selling point (USP). 22 CHAPTER II: TARGET MARKET RESEARCH AND ASSESSMENT. Who - Who are they?.
What - What do they want to find in Angiangtrek?. When - When will customers book a tour?. Where - Where do your customers reach you?. Sales and communication channels.
Why - Why must the customer choose Angiangtrek?. How - How do visitors find you?. How do customers approach?. How to measure effectiveness?.
Owned media channel. 62 CHAPTER III: OVERVIEW OF THE COMMUNICATION PLAN. Campaign message and target audience. Reason to choose.
Tools to support. Overview of the implementation plan. Detailed execution plan. 72 b) Overview of Fanpage Angiangtrek.
73 d) Long-term plan (5-10 years). 73 e) Short-term plan. 81 b) Seeding implementation plan. 92 b) Collect customer email data.
93 c) Target customers receive emails. 93 d) Planning for email marketing. 98 CHAPTER 4: IMPLEMENTATION OF THE COMMUNICATION PLAN. 159 Page | 6 IMAGE LIST Figure 1: Logo.
13 Figure 2: Main color of the brand. 16 Figure 3: Light background logo and dark background logo. 17 Figure 4: Business Model. 22 Figure 5: Understanding the market.
23 Figure 6: Target customers. 25 Figure 7: Customer Insight. 27 Figure 8: Reasons to travel. 28 Figure 9: Time to travel.
29 Figure 10: Leading social media platforms in VietNam in Q1 2021, by generation. 66 Figure 11: Angiangtrek fanpage. 72 Figure 12: The 1st post on Facebook channel. 101 Figure 13: The 2nd post on Facebook channel.
102 Figure 14: The 3rd post on Facebook channel. 103 Figure 15: The 4th post on Facebook channel. 104 Figure 16: The 5th post on Facebook channel. 105 Figure 17: The 6th post on Facebook channel.
106 Figure 18: The 7th post on Facebook channel. 107 Figure 19: The 8th post on Facebook channel. 108 Figure 20: The 9th post on Facebook channel. 109 Figure 21: The 10th post on Facebook channel.
110 Figure 22: The 11th post on Facebook channel. 111 Figure 23: The 12th post on Facebook channel. 112 Figure 24: The 13th post on Facebook channel. 113 Figure 25: The 14th post on Facebook channel.
114 Figure 26: The 15th post on Facebook channel. 115 Figure 27: The 16th post on Facebook channel. 116 Figure 28: The 17th post on Facebook channel. 117 Figure 29: The 18th post on Facebook channel.
118 Figure 30: The 19th post on Facebook channel. 119 Page | 7 Figure 31: The 20th post on Facebook channel. 120 Figure 32: The 21st post on Facebook channel. 121 Figure 33: The 22nd post on Facebook channel.
122 Figure 34: Official Instagram Channel of Angiangtrek. 122 Figure 35: The 1st post on Angiangtrek page in Instagram. 123 Figure 36: The 2nd post on Angiangtrek page in Instagram. 123 Figure 37: The 3rd post on Angiangtrek page in Instagram.
124 Figure 38: The 4th post on Angiangtrek page in Instagram. 124 Figure 39: The 5th post on Angiangtrek page in Instagram. 125 Figure 40: The 6th post on Angiangtrek page in Instagram. 125 Figure 41: The 7th post on Angiangtrek page in Instagram.
126 Figure 42: The 8th post on Angiangtrek page in Instagram. 126 Figure 43: The 9th post on Angiangtrek page in Instagram. 127 Figure 44: The 10th post on Angiangtrek page in Instagram. 127 Figure 45: The 11th post on Angiangtrek page in Instagram.
128 Figure 46: The 12th post on Angiangtrek page in Instagram. 128 Figure 47: The 13th post on Angiangtrek page in Instagram. 129 Figure 48: The 14th post on Angiangtrek page in Instagram. 129 Figure 49: The 15th post on Angiangtrek page in Instagram.
130 Figure 50: The 16th post on Angiangtrek page in Instagram. 130 Figure 51: The 1st seeding post. 131 Figure 52: The 2nd seeding post. 131 Figure 53: The 3rd seeding post.
132 Figure 54: The 4th seeding post. 132 Figure 55: The 5th seeding post. 133 Figure 56: The 6th seeding post. 133 Figure 57: The 7th seeding post.
134 Figure 58: The 8th seeding post. 134 Figure 59: The header of the Landing page main. 135 Figure 60: The brief introduction about brand. 135 Figure 61: The experiences and benefits of customers.
136 Page | 8 Figure 62: Introduction of tours. 136 Figure 63: Customers review. 136 Figure 64: Customer information collection. 137 Figure 65: Footer of the Landing page main.
137 Figure 66: The header of the Landing page. 138 Figure 67: The message of Angiangtrek to convey during Tet Campaign. 138 Figure 68: Footer of landing page. 138 Figure 69: Title of the first email marketing.
139 Figure 70: The head of the first email marketing. 139 Figure 71: The head of the first email marketing. 140 Figure 72: The footer of the first email marketing. 140 Figure 73: The head of the second email marketing.
141 Figure 74: The body of the second email marketing. 142 Figure 75: Facebook Page Reach. 142 Figure 76: Facebook Page Visit. 143 Figure 77: Facebook Page Followers.
143 Figure 78: Potential audience. 144 Figure 79: Potential audience. 144 Figure 80: Number of people reached. 144 Figure 81: Views of reels.
145 Figure 82: Number of interactions. 145 Figure 83: The most effective natural article. 145 Figure 84: Articles with the most reach. 146 Figure 85: Instagram Page Reach.
147 Figure 86: Instagram Page Visits. 147 Figure 87: Potential audience on Instagram. 148 Figure 88: Number of people reached. 148 Figure 89: Number of interactions.
149 Figure 90: Views of reels. 149 Figure 91: The most effective natural article. 150 Figure 92: Seeding post on Voz. 151 Page | 9 Figure 93: The comment on the seeding post.
151 Figure 94: Seeding comment. 152 Figure 95: Seeding comment. 152 Figure 96: Measurement result of main landing page. 153 Figure 97: Measurement result of landing page for the upcoming campaign.
154 Figure 98: Measurement result of the first email marketing. 154 Figure 99: Measurement result of the first email marketing. 155 Figure 100: Measurement result of the first email marketing. 155 Figure 101: Measurement result of the second email marketing.
156 Figure 102: Measurement result of the second email marketing. 156 Page | 10 TABLE LIST Table 1: SWOT Model. 20 Table 2: SWOT Matrix. 21 Table 3: Bitour Analysis.
41 Table 4: Itrek Analysis. 48 Table 5: Thamhiemmekong Analysis. 54 Table 6: Dala Travel Analysis. 61 Table 7: Estimated budget.
70 Table 8: Overview of the implementation plan. 72 Table 9: Timeline plans to deploy communication plan on Facebook channel. 75 Table 10: Job Assignment. 76 Table 11: Detailed post list.
79 Table 12: Short-term plan of Instagram. 81 Table 13: Quantitative goals in the short term of seeding. 83 Table 14: Main channels of seeding implementation. 84 Table 15: Detailed implementation of the short-term seeding plan.
86 Table 16: Detailed posts in short-term seeding plan. 92 Table 17: Target customers receive emails. 93 Table 18: Planning for email marketing. 95 Table 19: Goal in the period campaign New trip - New year - New me.
98 Table 20: Short-term plan of landing page. 100 Page | 11 CHAPTER 1: INTRODUCTION 1. Problem Vietnam is considered one of the countries with great potential for the development of Sports and Adventure Tourism. Owning a terrain with three quarters of hills and mountains along with many high mountain peaks having steep slopes, unique cave system, many vast primeval forests, a dense mountain river network and many stunning beaches, Sports and Adventure Tourism in our country can develop diversely with many different types such as mountain climbing, waterfall rafting, rafting, boat racing, etc.
One of them, Trekking, is currently a well-liked travel fad. Briefly about this type of tourism, trekking is a form of adventure tourism combined with picnic activities, hiking about 15 kilometers per day equipped with equipment on his/her back. The journey can take days to reach mountainous areas with rugged and jagged terrain. Different from other types of normal tourism, the only means of transportation for participants in this type of tourism are their feet.
The COVID-19 epidemic has left many sequelae in terms of health, spirit, psychology, etc. Quarantine periods made people, especially the young generation, have “itchy feet”. Therefore, in the post-COVID-19 era, they want to participate in more adventurous and close-to-nature tourism types more than sightseeing and shopping tours. Additionally, even though many people infected with COVID-19 have recovered, they still have health sequelae and mental damage, so they need a longer time to recover.
By immersing in nature, conquering each mountain, hilltop and rugged road, etc will help visitors balance their psychology, and create opportunities to connect, accompany and share with people with similar interests. Together with the increasing trend of this type of tourism, many travel agencies associated with specialized trekking tour programs were born and has become well known to many tourists such as Du Lich Ong Vang, Bitour, Du lich Thu Thach Viet, Phuot Vi Vu, Min Tour, etc. To sum up, with available resources and increasing demand, trekking tourism promises to grow strongly in Vietnam in the future. Reason for choosing the topic With the advantages of its geographical location and abundant tourism resources, An Giang is affirmed as the province with the greatest potential for advantages in tourism to become a leading tourist destination among the Mekong Delta provinces, particularly religious tourism and ecotourism.