1.
Project Information: In this section, you should introduce key information such as
brand introduction and requirements, campaign name, and campaign timeline, total
content assets.
About us:
RMIT University is a renowned institution globally recognized for its expertise
in technology, design, and enterprise. RMIT Vietnam, established in 2000,
extends this legacy to Asia with top-notch programs in business, technology,
communication, design, fashion, and languages
Timeline: 26 May 2022 - 28 July 2022
Campaign name:
Total content assets
2. Research: In this section, you need to conduct secondary research to present a
SWOT analysis focusing on the brands' strengths, weaknesses, opportunities, and
threats for content creation. Describe your customer persona, his/her content
journey and customer insight.
STRENGTH WEAKNESS
RMIT established a brand identity The brand's tone of voice is characterised by
of varied academic programs,
spanning from Foundation to Ph.D, professionalism and informativeness, which
in addition to the exciting aspects poses a challenge in creating viral contents
of university life at RMIT through reaching TAs who are under the age of 18
their contents.
The brand's tone of voice remains Short-video trending content has not
constantly informative, been effectively integrated into the
professionalism, entertaining and, brand's content pillar.
friendly.
RMIT has distinct social media
channel strategy for each platform,
while ensuring consistency in the
content shared. (The Facebook
fanpage provides more informative
content, whereas TikTok offers a more
dynamic and engaging experience,
making it particularly ideal for the
Gen Z demographic)
RMIT has a diverse array of user-
generated content, ranging from
contributions by individuals to those
by media corporations.
OPPORTUNITIES THREATS
The demand for attending foreign schools is Regulatory contraints: Restriction
growing, as is the desire of students to learn in running ads targeting students
more about universities (Cite) under 18 on social platforms
Teenagers under the age of eighteen are Students are cautious to left
increasingly accessing social media (VTV, footprints on social media (less
2024). reaction, fewer actions taken).
RMIT’S audience prefer short-video content -> Need to catch up frequently with trends
with viral topics such as: Learn Your to engage with Gen Z and Alpha.
Self, Special Event, Student Life,...
Competitive environment
3. Objectives, Metrics & KPIs: Outline the campaign’s content marketing objectives
with your targeted customer’s journey. Limit to 1 to 2 objectives only. Write your
objectives in SMART format. Choose the top 2-3 metrics for each objective.
a) Increase brand awareness and engagement among all segmentation
KPI: Follower growth, Engagement, CTR, Reach, Brand Mentions
Platforms: tiktok, ins, facebook, website
b) Increase qualified leads from high school students interested in fashion and design
KPI: Visitors, Engagement, CTR, Reach, Conversion Rate (the percentage of recipients
who completed the desired action (e.g., making a purchase, signing up for an
event)
Propose content strategy: To decide on the strategy (real time, optimized, or
customer-led?), you need to answer the questions: what asset do you want to gain after
the campaign (audience, brand, loyalty, sale, or customer experience)? To decide your
content strategy archetypes, answer the question: “what is the role of content in your
communication strategy”?
Desired Asset: Given the objective to increase brand awareness and engagement
among high school students interested in fashion and design, the primary assets to gain
after the campaign might include audience growth, brand recognition, and enhanced
customer experience.
Role of Content: Content will play a pivotal role in educating, inspiring, and engaging the
target audience. It will serve to showcase RMIT's Fashion Business program, highlight
its unique value proposition, and provide valuable information to guide students through
their decision-making process.
Content Strategy Archetype: Customer-Led Strategy
Reasoning:
Asset Focus: Customer-led strategies prioritize building strong relationships with the
target audience and enhancing customer experience. This aligns with the desired asset
of gaining audience growth, brand recognition, and loyalty.
Role of Content: Content in a customer-led strategy is tailored to meet the needs,
preferences, and interests of the audience. It aims to provide value, foster engagement,
and establish trust.
Approach: By adopting a customer-led approach, the content strategy will focus on
understanding the needs and preferences of high school students interested in fashion
and design. It will involve creating personalized and interactive content that resonates
with the audience, addresses their concerns, and guides them through their journey of
exploring RMIT's Fashion Business program.
Content Strategy Tactics:
Conduct audience research to gain insights into the interests, preferences, and pain
points of high school students interested in fashion and design.
Develop content tailored to address the specific needs and aspirations of the target
audience, such as blog posts, videos, and social media content showcasing student
success stories, industry insights, and career opportunities in fashion business.
Foster two-way communication channels to engage with the audience, gather feedback,
and respond to inquiries promptly.
Implement personalized marketing tactics, such as email campaigns and targeted social
media ads, based on segmentation and behavioral data.
Continuously analyze performance metrics to optimize content strategies and ensure
alignment with audience needs and campaign objectives.
By adopting a customer-led content strategy, the campaign aims to cultivate a loyal and
engaged audience base, strengthen brand perception, and ultimately drive interest and
enrollment in RMIT's Fashion Business program.
Ref:
https://vtv.vn/van-hoa-giai-tri/tre-em-viet-nam-su-dung-mang-xa-hoi-ngay-cang-nhieu-
20230202120512126.htm
