Green Group is launching a campaign called "We Want Books" to promote reading among students. The campaign will include several events aimed at different age groups, including "The Day I Was a Child" for ages 4-10, "The Day I Had a Dream" for ages 13-23, and "The Day We Had a Family" for ages 15-65. The campaign will use various media like print, online, and TV to raise awareness and attract participants. It has goals of increasing student participation and developing relationships with media and organizations to support the initiative. The campaign is organized by a student group from Hoa Sen University and supported by publishing companies.

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HOASEN International University
Vietnam
TV121 Bachelor of Business
Administrator
PR - CAMPAGIN
Subject: Public Relation (PR)
Professor: Nguyen Tran Kieu Van
Reported by: Group FTA
Member of group :
1. Nguyen Hoai Thanh 2004494
2. Phạm Yến Linh 2004087
3. Trần Đức Huy 2005581
4. Quan Phụng Chi 2006979
June, 2015

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INTRODUCTION
THE LEADER : NGUYEN VAN PHUOC
Nguyen Van Phuoc, who built brand of First News in 1994. He has a passion for books,
and want to bring wonderful, creativity story from the world to Vietnam. Then, he
decide to establishing the First News Media in 2010, it's also one of the most famous brand
and perceived satisfaction from clients such as : Viettel, HSBC, Vinaphone.
THE COMPANY : TRI VIET CORPORATION
First News - Tri Viet Publishing co., Ltd was founded by Mr.Phuoc in 1994 with the aim of
continuous news of update to Vietnamese reader.
First News's Books always bring being careful of design among with good translation
has perceived well preference from clients.
We strongly believe with the name of "First News - Tri Viet ( Vietnamese's intellectural and
knowledge ) will remind us to spreading innovative ideas and messenger of new information
to Vietnamese reader. That's is the reason why First News - Tri Viet has receive pleased
welcome from publishing industry in Vietnam.
Vision : Tri Viet would like to create the best supplier in publishing industry in
Vietnam, and want to bring knowledge from all over the world to build up Vietnamese
intelligence.
First News - Tri Viet with many field of product, such as :
Music books, culture books, arts, science and technology books, foreign language, healthcare,
business as well as the self-help,...etc

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SITUATION ANALYSIS
With the campaign of :"We Want Books" which have facing with the biggest challenges from
address the lack of awareness of people about reading book together with volunteer student's
group of HoaSen University as well as despite many of young people also have attention with
book, WWB also Struggled to developing the event that finding the key of motivation for
people to reading on book. Although, we have a large crowds of people with fantastic
about event's service with complimentary playfield and foods are offered but WWB
campaign try to make attention with people about benefit what we have offered.
Not only have many challenges but also the campaign have a few opportunities.
The first opportunity of WWB campaign is the ability to find out why people prefer
to look on internet more than book, with perceived from this campaign can use to
find new strategy to help people reading on book.
The second opportunity is create awareness of people with the campaign of WWB
together with the partnership TriViet's Brand via spreading information on social
media : Website, facebook, youtube, Instargram,..etc
The last opportunity is to build relationship with mutually beneficial with
organization and off campus of university.
WWB campaign with the support of student's volunteers from HoaSen University would be
able to help community service partime to any organization, all of salaries will be donations
in WWB campaign to help the special children of circumstances.

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TARGET AUDIENCE
Geographic:
Ho Chi Minh city is the economic hub of
VietNam where population is without doubt one
of the most important economic factors. That is
the reason why Ho Chi Minh city is the most
suitable place for "We Want Book" campaign at the
early stage.
Audience :
With this campaign, the target audience that WWBs want to focus on is freshmen student.
They have a little skill or lack of knowledge of the demand of university courses or the
demand of experience to reading books. The campaign created by Green Group, such as
time management about reading books, the benefit of reading book in now generation, and
help them choosing the major of study is the best way to introduce our objective to freshmen
student.
The audiences which we have targeted is the person spend their long time in online and
social media. They have complicated with big platform of facebook, instagram, Twitters day
by day. Undeniably, Social media become apart of our life to help us learning, interacting
with people that's also the reason why people became far away with reading books. For this
campaign to help freshmen student adapt with new environment and a habit of reading
books and seeking a place to support them successful in university.

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DATA COLLECTION
In order to achieve research objective before launching, we have collect primary data from
100 freshmen students.
Result survey
Almost student have said they would be interested with completing series of We Want
Books campaign if it's mean the possibility of getting exclusive benefits.
60%20%
15%
5%
Class years
Freshmen
student
2nd years
student
3rd years
student
4th yeart
student
30%
70%
Have you ever
attendented Books
Campus ?
Yes No
Yes
90%
No
10%
If we have the campaign about reading
book. Are you ready to join with us ?

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THEME AND KEY MESSAGE FOR SPREADING
Theme : Actually, Green Group to cater to freshmen student to help them improve the skill
of reading books and training them how to utilize knowledge and resources from book
to apply in course of university while helping people connect together without social media
throught reading books and sharing information from book to people.
Key message :
In order to spreading campaign to people, Our message with the tagline :" Green
Group, We Want Books" is the same meaning with to raise awareness of Green
Group to commitment about help them to improve the skill of reading books, make it
easy to freshmen student adapt with environment in first semester.
Not only learning from this campaign but also students can receive the value of
exclusive benefit. Together with was join in some activities from WWBs campaign.
Together with operating for campaign, we also make relation with some company
for people to interact with company and learn more reality after this campaign.
Together with support from HoaSen university, we have invited spokesperson :
Ms.Bui Tran Phuong - Rector of HoaSen university, that's reason attract student
through position in University.
Mentor is the person who help us to answer the question from student and base on
their experience will hep WWBs achievement.
As well as the support from Kastlie group and Aisec group to help this campaign.

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MEDIA TARGET MIX
Print ( 40% )
• High Circulation general publication
• Lifestyle publication
• Women's publication
• Teen oriented publication
Online ( 50% )
• Leading with the website
www.wewantbook.weebly.com
• Teen oriented sites
• Hot Blogers
TV ( 10% )
• News 24/7
• Women's program
• Lifestyle oriented program

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GOAL, OBJECTIVE AND STRATEGY
Base on survey of primary collection, we will have the suitable strategy for attract student
join in campaign.
Goal : To create awareness with freshmen student about Green Group and the
campaign of We Want Books.
Objective : Seeking and Increasingly number of student join in Green Groups over 110
freshmen students.
Strategy : Spreading " Connect us " campaign to GGs meeting and workshop as well as
together with partnership from company to offer buy one - get one free about coupons and
presents from organization.
Operating : Launching the campaign of " Connect us"
Introduce with friend about campaign, freshmen student can receive opportunity to
make relation with new friend as well as help them a little ability to adapt with new
environment like university more easier.
With the support from professors of class. We will have short present about campaign
to connect with student during breaking time at class.
Contact with some local business together with support finance from university
can help us to launching the BOGO coupons and discount of product when one
student together with one student join in campaign.
Time : Operating in July during 4 weeks introduce with freshmen student. Step introduce
will be end of July of 30 for the summer semester.

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Goal : Research and developing social media through website of We Want Books
campaign.
Objective : Finding strategy and attract people through the website of campaign, increasing
view and follows on Facebook , Instargram,.. And our website : wewantbook.weebly.com
with 100 percent.
Operating :
Building and make a contest for student to design a new MOO , write the feeling
about reading books of campaign with right content to raise attractive from people.
Information of contest will be communicated through social media such as:
beachboard, filers, website about rule and achievement of contest.
Student will desigh Logo, MOO, Standee about WWBs campaign and post
product into website and voted by people. in the last day of contest, GGroup will be
count of vote within 1 2 weeks. Winner will be received a Green Group T-shirt
and 100$ gift card.
Time : July to august
Cost : 1.148$

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Goal : Have a relationship with Green Group through media
Objective : have to relation with more than five media contracts to spreading brand name of
Green Group with campaign
Strategy : Increasingly awareness of people about Green Group base on media
Operating :
Make a relationship with some more of newspaper is : Lifestyle, health and fitness
section, Family news, Yannews, Yea! news,... YanTV, Daily 24/7 News.
Ideas: Interview with Ms Bui Tran Phuong about the biggest event with advantage of
people from HoaSen university.
Have the media and broadcast about Green Group to help Children of circumstance
and building bridge for low-income rural.
Certification for volunteers to join in Green Group to help socialize
Time : Publishing within 4 weeks on news and media tool facebook as well as together with
hostsite of campaign.

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Goal : Developing relationship with organization who partnership with Green Group
through years.
Objective : Become one of the partnership over 3 organization and 4 club from University in
HCM City.
Strategy : make relationship with local business to donating cost for campaign and support
service for campaign
Operating :
Contact and developing relation with sponsor to support financial and discount of
coupons or food for event.
Send proposal and cover-letter through email for potential sponsorship about join in
with Green Group to operating campaign We Want Books with Main supporter is
TriViet Publishing, and the support of Vinamil as well as PhuongNam Bookstore,
Tokyo Deli,...
The benefit of Sponsor will be PR through media together with Green Group to
highlight and thanks to helpful.

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COST STRUCTURE
Operating Cost
(Fixed/variable)
Menu Total
Distributing and
sharing fliers
together with some
of newspaper
Fixed 1.200 Fliers (0.3 × 1200) within 6
months
360$
Create a student
card for We Want
Book campaign
Variable 600 card (0.1 × 600) 60$
Design logo, standee
and for contest ,..
Fixed 400 T-shirt ( 5$×400)
Within 6 months
100$ Gift card for winner contest
2.100$
Rent place /
Equipment
Fixed Workshop roomrent at 9 Nguyen
Van Trang - Dist 1.
Equipment ( table, chair,...)
Nha Van Hoa Thanh Nien Place
(15$/hours withthin 3 days )
0$
0$
1.080$
Total Cost 3.600$

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Advertorial 1: We Want Book with "The Day I Was Child"
Children in the age of 4 to 10 years old are innocent, pure and they have a rich
imagination. This is the group of age which is in the process of learning and acquiring
knowledge from the outside world. Beside school, kids can also learn through fairytales,
folktales. Furthermore, we cannot talk about childhood without talking about comic
books such as Doraemon, Conan, Than Dong Dat Viet. These comic books not only help
children relax, but also help them understand more about friendship, information about the
founding of our forefathers or how to reason, think logically when reading detective stories.
With the desire to bring an amazing education space, we decided to organize “The day I
have a child ". Through the event, we want to propagandize to all the children a habit of
reading books in free time rather than focus on playing online games or on mobile phone.
Besides, it's also an opportunity for adults to reminisce their childhood through these
wonderful children's books.
The event “The day I have a child" space includes activities and decorations as follows:
 The space is decorated with a colorful tent with a white board written "The day I have
a child”
 Inside the tent is divided into areas with different kinds of book such as fairytales
area, comic’s area... and each area we will add standees printed images of typical
characters such as: Princess Cinderella, Snow White, Doraemon, and Conan...
 Each day we'll show different dramas between 4:00pm and 5:00pm in order to make a
better impression on the children by actual images.
 We will also put some small chairs for kids and parents to sit and read books or have a
rest after taking a walk around.
 In front of the tent, we also share small souvenirs such as: balloons, cards printed
characters in fairytales, comics...

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Advertorial 2 : We Wan Books with " The Day I Have Dream "
Back to the time we have hear the beat of heart, and the time seeking the silence place to
reading romantic books.
This campaign is focus on the age between 13 and 23 years old. People at this age have an
huge impact from environment and education, along with that is the change in many things
such as physical, psychological, especially is emotional.
The main target is create for a teenagers and young person a silence and comfortable
place to enjoy fully books. An age group between 13 and 23 always crave for freedom and
be themselves express ideas. So that, our group decide blue, white and red is a decisive color.
It make a wonderful place for them.
Type of books: romantic, science, book about soft skill or sex education,…
We’ll decorate this place with mattress chair and some simple book-shelf.

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Advertorial 3 : We Want Books with " The Day I Have Family "
Books are always friends of humans because it both provide for us the necessary
knowledge and skills and help us relax after stressful working hours. Understanding these
benefits, we decided to organize this Book Festival with three spatial characteristics. If
"The day I have a child," the childhood sky for 4-10 age, "The Day I Have A Dream" which
provide information needed to help teenagers can complete their career dreams, then "the
Day We hava a family" is a wide open space with a rich source of knowledge in many fields
of life for old people aged between 15 -65. For "The Day We have a family" space, we not
only understand more about the formation history of humankind, the arts and culture
of the country, access to the skills of everyday life such as: How to take care newborn
child, cooking, psychology and so on. Above all, with many innovations in content, form
and quality operations, continues to affirm the great value of reading and honoring the author,
works, publishing, printing, distribution career, raising awareness of the community about the
important role of reading, enforcement and protection of copyright and the role of libraries -
lifelong learning environment of the domestic and foreign public.
Some decoration and activities will be performed in “The day we have a family”
space including:
About space, we will design as the shape of the earth, books will be
classified by culture, nature and characteristics of each continent, region
helps the reader can easily choose from.
Moreover, at 19:00 -22: 00 every day, we will alternate perform some
interesting repertoire, was selected from the art and culture of some coutries in
the world.
The program also has the participation from many different clubs, it will be
organized into small classes as: Cooking, Calligraphy, Family health and so
on. So that readers have a chance to reach out to the fact that many more
true to the "Learning with practice."

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DESIGN FOR CAMPAIGN
T-SHIRT
Website for campagin :" we want books "

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REFERENCE
 Base on information through website
http://www.slideshare.net/AnitaWang3/fye-final-campaign-44399468
 Thanks for Ms.Kieu Van lecturer of HoaSen University to help us completely this
project.
 The website of Main suport :
http://www.firstnews.com.vn/
 Base on support document form Vinamil proposal Pr.campaign.
 Document from book of Public Relation - Hoa Sen University.