ASN2: COMMUNICATION STRATEGY PLAN

“SẢI CHÂN LỚN TRÊN HÀNH TRÌNH VỪA VÀ NHỎ” STRATEGIC APPROACH
To attract interest and persuade By redefining ACB Bank's brand image to associate it with the figure of a giant
SITUATION BACKGROUND the group of SME owners to use supporting enterprise, ACB will have the opportunity to enhance the confidence of
In order to promote ACB's brand awareness among the core target groups as a main bank account for everyday life via the ACB's products as a main bank in MSME owners in the bank's commitment and capability to foster business
promotion of lending and credit products, ACB needs a solid strategy to set itself apart from the homogenous banking market. their daily life and business life, development. Moreover, it positions ACB as a robust and secure platform for the
By not only emphasizing its benefits in terms of prices, fees, and procedures but also a distinct and well-defined-brand ACB Bank can act as a solid initiation of SME startups. Aligning the brand image with the figure of a giant not only
proposition that leverages its attributes, while emerging them with relevant attributes for both groups of target customers. foundation giving support for the reinforces ACB Bank's stature as a leading retail bank but also underscores the bank's
business activities of enterprises. prioritization of customer benefits and the growth of the MSME market.
TARGET AUDIENCE

“
Age: 30 - 49 (Gen Y) (Trieu 2023)
Income: Medium-High (Hong 2022)
Location: 3 major cities - Ha Noi, Ho Chi Minh, Da Nang
BIG IDEA
SẢI CHÂN LỚN TRÊN
“ Drawing inspiration from Isaac Newton's assertion, "If I have seen
further, it is by standing on the shoulders of giants," the 'big idea'
embodies a declaration of ACB Bank's leadership stature through the
metaphor of a giant uplifting MSMEs. The phrase "Taking giant strides

HÀNH TRÌNH VỪA VÀ NHỎ

Size: 639,550 (Suong 2023; VnEconomy 2023) in the journey of small and medium journey" not only alludes to the
DIGITAL Occupation: FMCG, Home and Beauty, F&B, Fashion MSME owners significant impact and support rendered by ACB's services but also
Drawn to bold career paths in order to establish their identity and surpass limitations (Anh 2017; TAKING GIANT STRIDES ON THE serves as an exhortation to MSME owners to venture boldly and test
TRANSFORMED Light Human n.d.) their limits. This encourages a collaborative venture with the colossus
SMALL AND MEDIUM JOURNEY
MSME Readiness to face difficulties and determined with their direction, but also very cautious when that is ACB, to forge breakthrough strides in their respective domains.
making decisions (Beau Agency 2020; Prudential 2017)
OWNERS Posing particular caution and prudence when considering using financial services, especially KEY MESSAGE
those provided by banks (Appendix A; Appendix B)
Media consumption: Facebook, digital news, TikTok, Zalo, WOM (Decision Lab 2023; Glints 2023; Boasting a streamlined application review process and superior advantages, ACB Bank stands as a robust foundation, underpinning
Tomorrow Marketer 2018) and facilitating the growth of MSME owners upon its shoulders

OBJECTIVES
INSIGHT Awareness Attitude Behavioral
To increase awareness among 80% of the To create a positive image of ACB Bank among To encourage 35% of the target audience to
Amid the current economic landscape which is not very optimistic, MSME owners are progressively losing confidence in market target audience about ACB Bank lending/ 50% of the target audience as a giant with engage with ACB's interactive activities from
prospects and opportunities for accessing bank capital (Nhi 2024). This pessimistic speculation regarding the macroeconomic credit packages and the ACB Entrepreneur streamlined processes and exceptional June to December 2024.
situation fosters doubts about the potential for business growth and the intrinsic strength of the owners themselves (Phaply account from Jun to December 2024 benefits supporting the growth of MSMEs from
2020). Jun to December 2024
To inform 65% of the target audience about the
In addition, the complex loan application process and strict bank approval criteria have gradually led MSME owners to consider streamlined loan processing procedures and To become the top-of-mind bank known for To encourage 25% of the target audience to
the exceptional benefits of ACB Bank lending/ streamlined loan processing procedures and consider using ACB for their everyday and
bank loans as unattainable or even unrealistic, rather than a prerequisite for development (Appendix C; Appendix D)
credit packages and the ACB Entrepreneur exceptional benefits among 35% of the target business life.
account from Jun to December 2024 audience from June to December 2024.
EXECUTION PLAN
“SẢI CHÂN LỚN TRÊN HÀNH TRÌNH VỪA VÀ NHỎ” - 6 MONTHS
PHASE AWARENESS (2 MONTHS) ENGAGEMENT (2 MONTHS) CONVERSION (1 MONTH) AMPLIFICATION (1 MONTH)
BUDGET
To foster engagement between the target audience and ACB Bank as
To increase awareness of the target To motivate the intention to open accounts To enhance the message and
well as inform them about the streamlined loan processing
OBJECTIVE audience about ACB Bank as a giant that and increase sales for ACB Bank establish ACB Bank as a giant supporting
procedures and the exceptional benefits of ACB Bank lending/ credit
supports the growth of MSMEs the growth of MSMEs
packages and the ACB Entrepreneur account

1. Short form videos: Four succinct promotional videos have 1. AI Chatbot: The AI Chatbot facilitates services such as verifying eligibility 1. Interactive Workshop: 3 workshops erve as a forum for the Testimonial Series: The testimonial
been meticulously tailored to address specific sectors for loans, calculating loan limits, and determining interest rates based on dissemination and direct engagement with inquiries posed by series documents the entrepreneurial
targeted by ACB (FMCG, F&B, Fashion, Home and Beauty), the business profile. It empowers entrepreneurs to autonomously and swiftly preeminent investment experts and relevant guests, revolving journeys of various MSME owners, in
illustrating how the ACB giant emerges to address the ascertain whether their enterprise meets the loan criteria and identifies around themes pertinent to the MSME market and investment conjunction with the support received
distinct pain points inherent within each industry. suitable loan packages based on the business profile to the AI Chatbot prior lending within the three major cities of Hanoi, Ho Chi Minh City, from loan packages and services
Specifically, the FMCG sector requires rapid capital to engaging in direct discussions with consultants from ACB. Subsequently, and Da Nang. Furthermore, ACB also provides direct consulting provided by ACB, as well as the
disbursement by seasonal demands, the Home and Beauty the AI Chatbot also delineates the process for reviewing applications once services on enterprise health, suitable investment packages, and substantial backing from the financial
sector encounters difficulties in identifying capital borrowing customers have successfully registered for ACB's financial services. specialized advice for attendees after the talk show. Through giant, ACB. The series emphasizes
needs, the F&B sector perpetually grapples with the fear of Through this initiative, ACB not only addresses queries and dispels this approach, ACB can reach a clientele genuinely interested elements related to the streamlined
sustaining losses, and the Fashion sector is beleaguered by misconceptions regarding the procedures and conditions for loan approvals and poised to register for services. Encouraged by the potential application process, attractive loan
the challenge of securing expansion capital. Through this within the MSME owner community but also enhances the overall customer support for business endeavors offered by the formidable ACB offerings, and the effective support
tactic, ACB is gradually introducing the persona of the giant
to its target audience. By directly highlighting these pain
experience by leveraging technology to streamline access to critical
financial information and services.
Bank, participants are further motivated to register for account
opening/use of services directly at the consultation counters.
rendered through educational courses
and consultations provided by ACB.
WHY?
KEY HOOK points and naming the industries, ACB endeavors to make 2. Influencer Marketing & Reality Show “Compact but Powerful”: A reality 2. Online webinars “Đứng trên vai người khổng lồ” (Learning Featuring protagonists from a diverse
MSME owners feel acknowledged and more connected to the show broadcasted on the social media platforms of ACB Bank meticulously from the best, becoming the best): A series of educational array of backgrounds and financial Elevating the position of banks in supporting the development of MSME
documents the progression of MSMEs in collaboration with leading industry
brand.
experts (Shark Linh, Trang Hạ, Shark Hưng). The show aims to impart
webinars for MSME owners who registered for account opening conditions, these compelling
owners
2. Out-of-home Advertising: Enhance the visibility of the consulting or used ACB services, meticulously tailored to meet testimonials serve as persuasive
message and the imagery featuring a giant by displaying the specialized knowledge, practical advice, and lessons on the judicious and the unique requirements of various industry sectors, including evidence, enabling the target audience The big idea resonates and uses wordplay with the customer segment
effective management of capital resources, cash flow navigation, and
campaign's key visual across billboards, posters, and transit
strategic loan repayment plans. By strategically selecting MSMEs from
FMCG, Home and Beauty, F&B, and Fashion. These webinars are to resonate with and trust in ACB Bank's
emphasizing the benefits and development of MSMEs are always
advertising at all prominent hotspots within the three major designed to address specific challenges and pain points faced by capacity to support MSMEs.
cities of Hanoi, Ho Chi Minh City, and Da Nang. This tactic targeted sectors (FMCG, Home and Beauty, F&B, Fashion) as the central these sectors, providing practical business insights and placed at the center of ACB's business activities
participants of the program, ACB Bank endeavors to resonate with and
aims to maximize exposure and engagement with the target
maintain relevance to its target audience. This approach not only enhances
applicable knowledge. Through this approach, ACB aims to
Tactics have a continuous and sustainable value that can be extended
audience, leveraging high-traffic locations to ensure the engender a lasting impact by empowering owners of MSMEs with
campaign's visual elements achieve widespread recognition the visibility of the participating enterprises but also reinforces the a comprehensive understanding of how to effectively utilize and maintained after the campaign ends
confidence of MSME owners in the robust support system provided by the
formidable ACB Bank.
ACB's loan packages.
Exploiting the theme of inheriting and promoting the values of
predecessors from Newton's famous saying easily evokes associations
Always-on content, Retargeting Ads, Google Ads, Facebook Always-on content, PR Articles
SUPPORTING TACTICS
Always-on content, Seeding in Always-on social content, Community group & Pages, PR Articles
Ads, Youtube Ads, Seeding in community groups & pages Seeding in community groups & pages
and motivates the target audience
community groups & Pages, PR Articles Influencers' Facebook page, FB Ads , Youtube Ads
Facebook, e-news sites (CafeF,
Facebook, e-news sites (Brands Vietnam, Facebook, Youtube, TikTok, e-news sites (CafeF, Tạp chí Tài Chính,
CHANNELS Facebook, YouTube, TikTok, Website Tạp chí Tài Chính, Brands Vietnam,
Advertising Vietnam, CafeF) Brands Vietnam, Diễn đàn Kinh tế, VnEconomy, Thời báo Tài chính Vietnam)
Diễn đàn Kinh tế), Website