Techombank 2 pr
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Write-On the Prosperity
TECHCOMBANKINHERIT THE TRADITION, INCREASE PROSPERITY
An Events & PR Presentation by Dentsu Alpha Limited
Write-On the Prosperity
Summary of Discussion
PR StrategyTopline Action Plan
Event CampaignAction Plan
PR Communication
Write-On the Prosperity
BriefTechombank trusts in Dentsu Alpha’s passion and capabilities to come up with a public relations plan to communicate the corporate and advertising campaign in support for Thang Long Hanoi 1000 Years. With this campaign, Techombank aims to clutch the mindshare of Hanoian people as well as create a credible (emotional and functional)
connection among the key targets: media, Hanoi people and tye whole Vietnamese nation.
To highlight the Heritage of Techombank through the “Inherit the Tradition, Increase Prosperity Campaign” which emphasized its bright outlook and vision.
To work towards the goal of promoting Techombank as the
“credible voice of the category” by taking the leadership stance in educating media, industry &
publics
Objectives
TECHCOMBANKINHERIT THE TRADITION, INCREASE PROSPERITY
Write-On the Prosperity
Media Strategy- Utilize media channels in Print, Online, TV to effectively publicize the campaign & communication.
- Ensure relevant media presence and support for campaign (as well as events) as a means to re-introduce the brand to our key targets.
Print TV Online
Major Dailies (Business, News & Lifestyle)
Business Magazines News Publications
News Special Talkshow
Business Oriented Programs
News WebsiteGeneral Websites
Business Oriented Forums
Media Tactics: Special Features, Advertorials, Editorials, News FeatureMedia of Communication: Print (primary), TV and Online (secondary)
TECHCOMBANKINHERIT THE TRADITION, INCREASE PROSPERITY
Write-On the Prosperity
Messaging MannerEmotional: Positive, Uplifting, and Proud
Functional: Factual, Achievement-focus and Credible
Key PR MessageTechombank supports the 1000 Years of Thang Long Celebration -
encouraging ALL to nurture the tradition of Vietnamese Prosperity.
Message Strategy
Theme
W!te-on "e Pro#e!ty
TECHCOMBANKINHERIT THE TRADITION, INCREASE PROSPERITY
PHASES
TECHCOMBANKINHERIT THE TRADITION, INCREASE PROSPERITY
Introduce, discuss and elaborate the Write-On
the Prosperity Campaign together with Techcombank
corporate information.
Elaborate on the financial aspect and
know-how in building and maintaining
Prosperity.
Target and utilize the bank’s commitment in
embracing tradition and prosperity for the next
1000 Years.
Write-On the Prosperity
Techombank Prosperity Mingling with MediaPress and Media Conference / Launch
A meet-up of members of the Press in a Indo-Chine Prosperity themed setup. It aims to communicate the launch of the campaign as well as communicate information about the bank’s milestones:
•Garden-inspired •Hanoi Lake inspired setup•Speeches from Top Officials•Government Officials as Guests•Formal Launch of Campaign•Promotion & Golden Coin Souvenir•AVPs
Write-On the Prosperity
Techombank: In the Forefront of 1000
Years of Prosperity (Advertorial)
An advertorial detailing two success examples: (1) Techcombank’s strong history; and Techombank’s inspired vision to maintain its Prosperity.
•Pictures of early past and present•Important milestones in the bank history•Vision of the future•Connection on the 1000 Years of Thang Long Celebration
Write-On the Prosperity
Techcombank Milestones Special Section Publication Supplements
A special supplemental section in the major dailies to announce
Techcombank’s salute to Thang Long’s 1000 Years.
• Greetings from Techcombank’s Board of Directors
• Greetings from Techcombank’s Partners
• Milestones and previous projects
• Future projects to attain 2010 vision to be the top bank in
Vietnam.
Write-On the Prosperity
Techcombank’s Secret to Prosperity: Trust, Quality and Effectiveness(TV Documentary or Print Feature)
Techcombank’s sharing the secret of its corporate success as well as the partners that helped them achieved heights: people, corporation and individuals.•Elements of long term vision will be categorized to: Trust, Quality and Effectiveness.•Pictures, testimonials and story will be gathered to increase credibility and realness.
Write-On the Prosperity
Financial Experts’ Advice
Financial Prosperity I Do’s
and Dont’s (Blog & Column)
Techcombank Executives start and maintain a blog and
newspaper columns to give advice and write about the
Do’s and Dont’s Guidelines in starting Financeial
Prosperity.
Letter type.Case Studies
Practical and DoableRelevant to targets’ situation
Write-On the Prosperity
The Landscape of Financial Commerce: Prosperity.. Then and 2010
(Photo Essay + Advertorial)
A photo essay and advertorial based on research highlighting the story of currency and economic business in Vietnam.
- Pictures and Photos of Hanoi/HCM and Trading Trends- Global Analysts and Experts opinions
- Graphs and Studies
Write-On the Prosperity
Tradition & Wealth: Keys to Getting Ready for A Prosperous Nation (Techombank Executive Interviews)
- Interviews with Top Officials to discuss Techcombank’s Services and involvement in 1000 Years Thang Long Celebration
- Reinforce its commitment to become one of the innovation mover in the category.
- Discusses importance of Tradition and Wealth as they are core driver in the campaign.
Write-On the Prosperity
Activation
Event and Promotion Coverage(TV, Print and Online)
PromotionEvents & CSR Program
Extensive coverage in Television, Print and online in all suitable for the targets.
Write-On the Prosperity
How the Vietnamese Millionaires Get their Prosperous
Millions Feature Series on
Successful Business Hanoians
(Advertorial)
A sitdown feature or advertorial focusing with successful Vietnamese Millionaires and sharing their small beginnings and how they ensure that
their success will last 1000 Years,
Write-On the Prosperity
1000 Years 1000 Prosperity
Tips (Feature Article)
A big branded Piggy Bank will be placed in all
branches (as well as high traffic places) to
symbolize the importance of the habit of saving not just money but WEALTH. Tips written in paper can
be picked up by consumers.
To support its communication, a feature article will be published
the effort and its objectives.
Write-On the Prosperity
Techombank: In the Forefront of 1000 Years of Prosperity
(Advertorial)
Tradition and Wealth: Keys to Getting Ready for A Prosperous Nation
(Techombank Executive Interviews)
Financial Experts’ Advice Financial Prosperity I do’s and
Dont’s - (Column)
Techombank Milestones Special Section Publication
Supplements
The Secret: Techombank’s Prosperity Ingredients (TV
Documentary)
Vietnam Financial Commerce Landscape: Now and Then
(Photo Essay)
Media and ProsperityPress and Media Conference /
Launch
1000 Years, 1000 Prosperity Tips and Discussion on
(Radio Programs)
Event Coverage on TV, Print and Online
How Millionaires Get their Prosperous
Millions - Feature Series on Successful Business Hanoians (Advertorial)
Events
Really great people make you feel that you, too, can become great
- Mark Twain
Write-On the Prosperity
As Techcombank commemorates the 1000 Years of Thang Long, we remember its corporate
vision -- to be one of the top name in its category.
With the celebration of 1000 Years of Thang Long, Techcombank aims to inspire every individual to build
a nation that is
Prosperous..
Respectful of history’s lessons...
Now and for the next 1000 Years.
Write-On the Prosperity
W!te-on "e Pro#e!ty
OBJECTIVES
TECHCOMBANKINHERIT THE TRADITION, INCREASE PROSPERITY
Provide a venue for the consumers to
experience ATL’s Write-On the
Prosperity Campaign
Promote Techcombank’s Commitment to Trust
Quality and Effectiveness as its core corporate
vision.
Write-On the Prosperity
A meet-up of members of the Press in a Indo-Chine Prosperity themed setup. It aims to communicate the launch of the campaign as well as communicate information about the bank’s milestones:
•Garden-inspired •Hanoi Lake inspired setup•Speeches from Top Officials•Government Officials as Guests•Formal Launch of Campaign•Promotion & Golden Coin Souvenir•AVPs
Techombank 1000 Years and Beyond Write-on the Prosperity Internet Site
Write-On the Prosperity
Drop A Coin, Make A Wish, Build a Tradition for 1000
Years of Prosperity CSR Program to be
implemented in all channelsGreat Wall of Prosperity -A commitment wall for prosperity wishes and
gratitude to tradition to be placed in a high traffic area.
100 Pillars of Tradition & Prosperity AWARDS
A Photo Exhibit to feature Top 100 Men and Women who championed tradition and become successful in
Vietnam.
Culminating Event- Customer Party -
Corporate Internal Prosperity Party
Merging Tradition & Prosperity Symposium Series - Control Your
Financial Destiny - If you're not in control of your money, you can't be in control of your life. So,
starting right now, your goal is to be an individual who owns the power to
control her financial destiny.
Prosperity & Lucky Notes - 1000 Steps to Wealth
To be distributed in branches and public places through a giant
branded Vietnamese ceramic .
Events Sponsorshipin Universities and
Business Clubs about Finance Smartness,
Tradition and Success
Techombank’s Prosperity Blimp / Mobile Caravan
A blimp, balloon or mobile Caravan which will go around Vietnam will be Techombank’s symbol of success. Everyone
who will see this will be in awe and feel LUCKY in the next
1000 Years.
Phase 1 Phase 2 Phase 3
Aims to jumpstart the campaign on-ground with an ATL -related messaging + inspire
objectives
Aims to communicate credibility, inspiration and
knowledge that Vietnamese can relate and understand
Create a lasting positive impression about the
brand and its message of keeping tradition to increase prosperity.
Techombank 1000 Years and Beyond - Write-on the Prosperity
Internet Site
Write-On the Prosperity
Great Wall of
Prosperity -A
commitment wall for prosperity wishes and gratitude
to tradition to be placed
in a high traffic area.
Prosperity & Lucky Notes -
1000 Steps to Wealth
To be distributed in branches and public
places through a
giant branded
Vietnamese ceramic .
Prosperity in Action