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Tủ sách trong V.E.O CS Program - Final Presentation
Mentor: Mai Đàm | [email protected] Leader: Nguyễn Vân Anh | [email protected]
4
2
Tu sach trong
V.E.O
Established
Bookcase
Club (30
students)
Encouraging
reading habits
of mountainous
children
Founded by VEO
+ supported by
“Sach va Hanh
dong” project
Training
(reading,
mind map,
teamwork)
Hosted
"The
Golden
Bell“
Foundation
to nurture
their talents Launch
"Each
month a
book“
Collaborated
Uber, KPMG,
etc. to raise
book via “Tháng
gửi yêu thương”
campaign
Situation About project
5
Situation (cont.) Problems
Problems of Tu sach trong V.E.O
• Low awareness &
misunderstanding about the
objectives of the project
o Fan page: 690 likes
o Mostly <10 likes/post
• Lack of human resources to
run promotion activities: 1
person
• Content: poorly-structured
& unattractive
o (10 students/class)
• Frequency: infrequent
o 1 class/2 weeks
Students’ low engagement
to the project
7
Task KPIs
70%
30% Training Program
Promotion Activities
• Raise overall awareness of the
project
• 2,000 likes on fan page
• Receive 70 volunteer application
forms
• Big idea & framework
• Trial month: o Building sample training
content for 30 student in
Reading club ( 2 classes/1
month
o Train for V.E.O volunteers
o Launch classes
• Transfer to Tu sach trong V.E.O
9
HOW
WHY
WHAT
• Well – structured
• More effectively in engaging children in specific books’ topics
• Nurture children’s interest in reading and having fun with
books
WHY?
• Build various general topics each month
• Design training sessions based on that topic, ex: World
around us, Science, History, Famous people around us,
Global Village, etc.
HOW?
Action Training: Solution approach
• No 1: Activation: Raise the curiosity and interest of children
in topic "World around us“
• No 2: Engagement: Encourage the engagement and sharing
among students
WHAT? MONTH 1: TOPIC "WORLD AROUND US“
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Start
Conduct
researches
about topics
&
experiments
Train for
VEO’s
volunteers
Build details
content for
class No.1
& 2
Launch
Class No.1
& 2 (23/7 &
6/8)
Conduct
researches
about
students in
Chieng
Chau Review
Action (cont.) Training: Plan
11
Key message
Not only do we raise books
for children but also build
up their reading habit
,
Target customers
Students from 18 - 22
Timeline
Jul 07, 2016 – Aug 06, 2016
Channel
Action (cont.) Promotion: Solution approach
12
Week 1 (7.07-13.07.2016) Week 2 (14.07-
20.07)
Week 3 (21.07-
26.07) Week 4 (27.7 - 6.8)
Timeline Raise awareness Engage Action
Customer
decision
journey
Trigger Information
searching Consideration Engage Promoter
Tactics Attract Encourage Persuade Involve Cheering
Block
content
• Providing general
information about
Tu sach trong
V.E.O to attract
customers’
attention:
o Right
information
o Attractive
design
• Building trust with
customers through:
o Outstanding
achievements
and amazing
numbers.
o Activities in the
past
• Inspiring customers by telling the
stories of how Tu sach trong V.E.O
makes impacts on the society.
(sharing from mountainous kids,
CEO of Tu sach trong V.E.O,
ambassadors, etc.)
• Launch recruitment form for
content collaborator
• Calling for action
from customers to
join hands to help
mountainous
children by
applying for
content
collaborator of Tu
sach trong V.E.O
Action (cont.) Promotion: Plan
13
Provide general guideline (content, channel,
approach,..) for the recruitment campaign
Write posts and moderate fan page
everyday. Follow 3 phases of promotion as
planned
Action (cont.) Promotion: Plan (cont.)
15
Achievements
• 16 students
• All interested in training
content & wanted to
join next class
• Some students would
like to invite their
friends to join next
class
Outcome
• Suggested Tu sach
trong V.E.O on how
to choose a topic
effectively
YOUR TITLE
A company is an association or collection of
individuals, whether natural persons, legal
YOUR TITLE
A company is an association or collection of
individuals, whether natural persons, legal
Outcome
• Transferred big idea
“One topic for each
month”
• Transferred process
and tools to build
content
16
https://www.facebook.com/tusachtrongveo/
• Transferred
framework for
marketing campaign
Outcomes
• Total fan page
likes: 900
• Total form: 10
Achievements
Result (cont.) Promotion
17
Training
• Poor understanding of the reality
• Cannot directly follow up after
pilot classes or conduct training
Promotion
• Lack of supporting information
from V.E.O
• Lack of HR resources
• Time management
• Teamwork with Tu sach trong
V.E.O’s promotion team
• Miscommunication
Training
• Creative & interesting content
• Well communication &
teamwork
Promotion
• Creative & various content
• Well-structured
Strengths Weakness
Learning points