BỘ GIÁO DỤC VÀ ĐÀO TẠO

ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH

LẬP KẾ HOẠCH PR

QUAN HỆ CÔNG CHÚNG

NHÓM 7 - LỚP 2312

Giảng viên hướng dẫn: TS. ĐẶNG THỊ THẢO LY

Danh sách nhóm:

1. Nguyễn Thị Yến - 70213020TPE5

2. Hoàng Trần Minh Tiến - 70212158TPE2

3. Nguyễn Hoàng Đĩnh - 70213078TPE1

4. Nguyễn Đỗ Hoàng Kim - 70221036TPE1

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TABLE OF CONTENTS
PART 1: PRODUCT INTRODUCTION AND SITUATION ANALYSIS......................................................3

1. Product introduction:....................................................................................................................................3
2. Situation analysis:.........................................................................................................................................3
3. SWOT analysis:............................................................................................................................................3
4. 5W1H analysis..............................................................................................................................................4
PART 2: DETERMINE OBJECTIVES, IMPORTANT PUBLICATIONS AND MESSAGE CONTENT.5

1. Objectives:....................................................................................................................................................5
2. Key publics:..................................................................................................................................................5
3. Message content:..........................................................................................................................................6
PART 3: STRATEGY IMPLEMENTATION....................................................................................................7

1. "Everyone has to start somewhere" campaign..............................................................................................7

2. “Raise Your Voice” Strategy:.......................................................................................................................7
PART 4: PR TACTICS.........................................................................................................................................8

1. Make an official statement about two upcoming campaigns that are about to launch:................................8
2. Setting up and running a TikTok channel and a Facebook page for the club:.............................................8
3. Host online karaoke events and advertise the club through social media:...................................................8
4. Cooperating with Influencers, KOLs, and Bloggers to make PR content and promote live events:............8
5. Evaluations and adjustments:.......................................................................................................................8
PART 5: BUDGET................................................................................................................................................9

PART 6: TIMELINE & RESOURCES...............................................................................................................9

PART 7: ASSESSMENT.....................................................................................................................................11

1. Campaign assessment after 4 weeks (Kick off phase)................................................................................11

2. Campaign assessment after 10 weeks (Engage-Amplify phase)................................................................12
3. Overall strategy assessment........................................................................................................................12
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PART 1: PRODUCT INTRODUCTION AND SITUATION ANALYSIS

1. Product introduction:

BAiE English Club is an online English club that was created and aimed at students who participated in the
e-learning courses at Ho Chi Minh City Open University from all majors. The sole purpose of the club is to
create an interesting, motivating, and supportive environment for students to learn and practice speaking
English confidently, effectively, and freely. This subsequently helps them to get used to applying English in
their daily lives or work-related issues.

2. Situation analysis:
 The current situation:
Currently, the students enrolling in the e-learning courses from various majors at Ho Chi Minh City Open
University are having difficulties in using English to communicate with their schoolwork or work-related
issues. Due to a huge lack of an environment for students to practice and improve their speaking skills, this has
become a major obstacle for students who are enrolling in this program.
 Needs:
Students need a high-quality English-speaking environment where they can practice, and interact with each
other. They can acquire these things through countless enjoyable and effective activities without having to sit
down and listen to lectures passively.

3. SWOT analysis:
 Strengths:
- Online interaction provides flexibility and convenience for students from anywhere and anytime.
- Students from various majors can have a chance to get to know each other.
- The club is directly connected to the English linguistic faculty of Ho Chi Minh City Open University.
Therefore, the club’s quality is assured and its reliability is ensured.
- The use of advanced platforms to hold online meetings or taking advantage of the cloud to store documents
ensures a safe and friendly English learning environment.
 Weaknesses:
- The club’s operations are still small-scale and limited due to a lack of resources and investment, whether it is
from the university or from other partners.
- The team in charge of building the strategies are still inexperienced in developing an effective and detailed
PR plan.
- The attendance of students solely relies on their interest or curiosity due to their lack of commitment in
joining the club or lack of personal interaction.
 Opportunities:
- The massive growth in the market for online learning has created increasingly high demand for services that
provide means to learn a foreign language.
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- The massive growth of information technology and the internet have made countless opportunities to build
an online English community that is fun, diverse, and exciting.
- With the opportunities for collaboration with individuals who are Influencers and KOLs, this can increase
the awareness and recognition of the branch
- Expand the market to students from other universities and English learners across the nation.
- Potential to partner with private educational institutions or businesses to provide benefits for both parties
such as recognition, word-of-mouth or online interaction.
 Threats:
- There are already many online English clubs or private institutions from various universities and platforms
offering the very same services, some are even better, and this will lead to difficulties in competing against
them.
- Risk of technological errors and instability in online infrastructures are problems that are increasingly
popular and common. This can cause dissatisfaction and loss of the interests of students when their needs
and expectations are not met.
4. 5W1H analysis
 What
- The product is an online English club tailored for e-learning students, particularly those enrolled in the BAiE
(Bachelor of Arts in English) program.
- It provides an engaging environment for practicing English, along with tools and resources to enhance
learners' language skills.
 Who
- The key public comprises e-learning students of HCM Open University and online English learners
nationwide.
- Partners and contributors include reputable Influencers, KOLs in the field of language learning or online
education.
 When
- The campaign is scheduled to run for 12 weeks (From March 4th to May 26th) which is divided into 3
phases: Teasing, Engage & Amplify and Evaluation.
- Activities and events following a predetermined schedule.
 Where
- Primary online activities will occur on TikTok and Facebook channels.
- Announcements, invitations, and participation links will be sent via personal email.
- In addition, the campaign will run ads on other online platforms such as Youtube and Zalo video
 Why
- The campaign aims to motivate English learners to overcome the fear of making mistakes and cultivate a
habit of learning from simple everyday situations.
- The key message is "Everyone has to start somewhere," encouraging people to learn English from simple
and little elements.
- The "Raise your voice" campaign seeks to encourage learner participation in speaking and singing in English
through duet activities with KOLs and singers.
 How
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- Building TikTok and Facebook channels to share visually appealing and captivating content, including
language puzzles, vocabulary challenges, language tips, and idioms through funny memes, short videos to
implement the "Everyone has to start somewhere" strategy.
- Creating karaoke duet programs for learners to duet with KOLs, and singers to implement the "Raise your
voice" campaign.
- Collaborating with Influencers, KOLs, and Bloggers in the field of language learning or online education
such as Khanh Vy, Bino English, AlexD, etc., to sponsor content on their channels, review features of the
English club, or participate in online events to PR for both campaigns.

PART 2: DETERMINE OBJECTIVES, IMPORTANT PUBLICATIONS AND MESSAGE CONTENT

1. Objectives:
 Building a full and active online English Learning Community for students of the BAiE e-learning
program.
- Create a website or online platform for the club, providing English learning resources, including videos,
lectures, exercises and study materials.
- Organize online training sessions, workshops, and discussions to promote interaction and knowledge sharing
among community members.
- Create chat groups or online forums so members can interact, exchange experiences and support each other
in learning English.
 Help students overcome fear and hesitation when communicating in English through creating a
friendly and supportive English learning environment.
- Organize training sessions and workshops on English communication skills, providing students with
techniques and tools to be more confident when communicating in English.
- Encourage communication practice activities in a friendly and stress-free environment, such as small talk
sessions, language games, etc.
 Increase student interaction and participation in the English club, thereby improving their
language skills.
- Use social media platforms such as Facebook, Instagram, and Twitter to create engaging content and engage
with the community, including sharing articles, videos, and images related to English learning and life.
student living.
- Organize online and extracurricular events such as competitions, cultural exchange programs, and seminars
with famous speakers to attract student interest and participation.

=> Goal: increase 15-20% of users interacting on social networking platforms each month during the
strategic run, increase 30-40% of registrations to join the club after the campaign.

2. Key publics:
 Target Public:
- Students of the e-learning program of Ho Chi Minh City Open University:
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- This is the main target group of the club, as they are direct students of the program that the club targets.
Creating a positive and supportive English learning environment can help them improve their language skills
and become more confident when using English.
- Online English learners nationwide, especially those who are having difficulty practicing English
communication:
- This is a broader set of goals, but still very important. Providing a friendly and supportive English learning
environment can help them overcome communication barriers and improve their English proficiency.
 Potential Public:
- Students of other universities who need to improve their English communication skills:
- This is a potential audience that the club can expand to once it has established a stable community. Creating
engaging programs and activities can capture their interest.
- Working people who want to improve their English skills to develop their careers:
- This is also an important target group, especially in today's work environment where English is considered
an essential skill. Offering relevant courses and resources can capture their interest.
- Organizations and businesses that need English training for their employees:
- This audience offers long-term collaboration opportunities and sponsorship potential. Setting up programs or
courses that meet their specific needs can create a steady stream of income for the club and help expand its
impact at the same time.

3. Message content:
 "Everyone has to start somewhere":

- Meaning: This message encourages people not to be afraid of making mistakes when learning English. It
emphasizes that making mistakes is an inevitable part of the learning process and that it is important to be
brave through them.
- Objective: Changing the English e-learner's behavior, encourages members to take the first step and
participate in communication activities more confidently.
- Media: This message can be communicated through website articles, social media posts, promotional videos
or illustrations.
 "Raise Your Voice":

- Meaning: This message proposes a friendly and supportive environment where students can confidently
improve their speaking and communication skills in English. It encourages students to "speak up" for their
opinions and express themselves confidently.
- Goal: Create a supportive and motivating environment in which students can develop their communication
skills through attractive activities, both in the classroom and outside of the classroom.
- Media: This message can be communicated through seminars, workshops, or promotional videos that
simulate communication situations. It can also be used in posters or images on the club's website.
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PART 3: STRATEGY IMPLEMENTATION

 "Everyone has to start somewhere" campaign
- Create content on TikTok and Facebook pages to encourage students to practice English in everyday
situations.
- Create short videos and memes about English practice, language quizzes, and vocabulary challenges.
 “Raise Your Voice” Strategy
- Organize online karaoke events with the participation of KOLs and famous singers.
- Create promotional videos and teasers to attract student interest and participation.
1. "Everyone has to start somewhere" campaign
 Weeks 1-4: Create and Share Content
- Create short videos and images about English practice situations from everyday life. For example, a student
orders in a restaurant, a student meets friends and chats, or a student shops at a store.
- Design content in a lively and interesting way to attract students' attention. Use simple and common
language that is easily accessible and understood.
- Share these videos and images on social media platforms like TikTok and Facebook, along with a short
description describing the content.
- Encourage students to participate by asking questions or invite them to share their experiences in similar
situations in the comments section.
- Provide language quizzes related to the content of videos and images. For example: "What would you say if
you wanted to order a cup of coffee at a coffee shop?"
- Encourage students to answer the quiz and discuss how they would handle the situations in English.
- Suggest vocabulary challenges or language games related to everyday situations. For example: "Write down
5 new vocabulary words you learned from the video about ordering in a restaurant."
- Encourage students to participate and share their results, as well as discuss how to use that vocabulary in
real-life situations.
2. “Raise Your Voice” Strategy:
 Week 5-8: Organize Online Karaoke Event
- Determine the time, location and format for online karaoke events. Consider using popular platforms like
Zoom, Google Meet, or online karaoke apps.
- Contact and invite KOLs (Key Opinion Leaders) and famous singers to participate in the event to increase
appeal and value for students.
- Create a fun and unique online karaoke experience by combining elements such as lighting, music and sound
effects.
- Divide the program into parts such as opening remarks, performances by KOLs and singers, and student
participation.
 Promoting the Message
- Create promotional videos and teasers on social media platforms such as TikTok, Facebook, and Instagram
to generate attention and increase student engagement.
- Use images and videos of famous KOLs and singers to create anticipation and encourage students to
participate.
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PART 4: PR TACTICS

1. Make an official statement about two upcoming campaigns that are about to launch:

- Within the first week, we will prepare and make an official statement about the launch of the first online
English club of Ho Chi Minh City Open University called BAiE.
- This statement will be sent to reliable media outlets in the university such as the English Linguistic faculty,
the official Facebook page, the official website of the university, and many other clubs in the university that
were created by students like YOUM ( Youth Open University Media Club ), NGC (Night Guitar Club), and
many many more.

2. Setting up and running a TikTok channel and a Facebook page for the club:

- After the official statement, from week 1 to week 4, we will make, collect, and post videos, images, and
memes on TikTok or the club’s Facebook page.
- The contents are mainly focused on encouraging students to actively or passively participate in practicing
speaking or listening to English from normal day-to-day situations and raise awareness from various online
communities.

3. Host online karaoke events and advertise the club through social media:

- From week 5 to week 8, we will develop a plan and implement it for the online karaoke event with special
guests starring KOLS and famous singers.
- This event will be widely promoted on social media channels of the club to attract more participants from the
student community and especially fans of the guest stars.

4. Cooperating with Influencers, KOLs, and Bloggers to make PR content and promote live events:

- From week 1 to week 12, we will continue to work closely with Influencers and KOLs who specialize in
learning English to gain recognition and encourage positive interactions within the community.
- Influencers will be invited to join online events and make PR content to promote the BAiE online English
club.

5. Evaluations and adjustments:

- From week 11 to week 12, we will evaluate the effectiveness of the launched campaigns through various
results of media coverage, online reviews, or word of mouth.
- Based on the results, we will decide whether to continue the PR campaign or choose another approach to
encourage more students in the future.
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PART 5: BUDGET

The budget of this PR plan is 100 million VND. This budget is allocated for 4 main parts:

- Part 1: 40 million VND for running advertisements on some popular social media like TikTok, Youtube, and
Facebook.
- Part 2: 20 million VND for collaborating with Influencers and KOLs to increase the public's image of the
club.
- Part 3: 30 million VND for holding some events related to English.
- Part 4: 10 million VND for others (news announcements, printing, channel management)

Total
Quantit Unit
Category Description Unit (million
y price
VND)
Youtube (1 million views, likes, shares) Service 1 10 10
Advertisements on Tiktok(1 millions views, likes, shares) Service 1 10 10
social media Facebook(1 millions views, likes,
Service 1 10 10
shares)
Filming and editing videos for
Video editing service Service 1 5 5
advertisement on social media
Creating content for fan page
Content team Service 1 5 5
(Facebook) and TikTok
Youtuber AlexD (Nguyen Hai Dang) Event 1 5 5
KOLs Host Khanh Vy Event 2 6 12
Youtuber Bino English Post 6 0,5 3
Brochure for events
Printing Leaflet for the club Event 1 7 7
Banner
Event management
Sound and lighting system for the event Day 1 10 10
service
Renting place for the event Day 1 8 8
Renting fee
Renting livestream channels Channel 2 5 10
Page management IT technician Service 1 5 5
Total 100

PART 6: TIMELINE & RESOURCES

It is necessary to maximize resources to assure efficiency and minimum costs.

There are two main resources:

- The PR team, content creators, and marketing team cooperate to run commercial campaigns on social media
throughout the plan.
- Event team to organize the main livestream events that attract the public.
 Work division details are shown in the timeline table.
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PHASE
SCHEDULE ISSUE RESOURCES
TITLE

Developing detailed content plans for both campaigns

PR team
"Everyone has to start somewhere" and "Raise your voice".

Week 1 Commencing create content for TikTok and Facebook

Content create
(04/03 – 10/03) platforms, including videos, memes, language puzzles, and
team
vocabulary challenges.

Issuing press releases to announce the launch of the online

English club. Sending event invitations to key publics and Events team
stakeholders via email.

Identifying and contacting Influencers and KOLs for

Kick-off discussions on collaboration and content sponsorship on Agency
their channels.

Continuing to develop teaser content, sharing memes and

Week 2-3 Content create
short videos on TikTok, and Facebook platforms to attract
(11/03 – 24/03) team
attention and curiosity from the key public.

Enhancing promotion through the use of hashtags and tools,

Marketing
techniques to increase interaction on social media
team
platforms.

PR team &
Organizing special livestream events on TikTok and
Week 4 Marketing
Facebook channels to announce the main message of the
(25/03 – 31/03) team &
English club.
Events team
Engage & Deploying the campaign "Everyone has to start PR team &
Amplify somewhere" by sharing practical English tutorial videos Content create
from everyday situations through TikTok and Facebook. team
Week 5-6
(01/04 – 14/04) Updating user interaction metrics (likes, shares, comments,
Marketing
followers) and running advertising for the campaign on
team
other platforms such as YouTube and Zalo video

Week 7-8 Launching the "Raise your voice" campaign with the
(15/04 – 28/04) participation of Influencers and singers to boost
PR team
participation and interaction from the learner community,
therefore attracting more users to the first campaign.

Continuing to optimize the content of the campaign PR team

"Everyone has to start somewhere" based on feedback and
data collected from the community.
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Actively sharing PR posts of Influencers, KOLs to promote

Week 9 Marketing
the online English club and two campaigns to enhance
(29/04 – 05/05) team
brand awareness and reach more target audiences.

Organizing a livestream talk show to award prizes to

outstanding individuals participating in the "Raise your
Week 10 PR team &
voice" program while inviting Influencers, KOLs to share
(06/05 – 12/05) Event team
language learning experiences to strongly attract the
community interest.
Evaluating the effectiveness of the campaign based on data
PR team
and feedback from the community.
Week 11 Posting thank-you messages to participating units and
(13/05 – 19/05) individuals in the "Raise your voice" program and sharing Marketing
participant testimonials on Facebook and TikTok for the team
Evaluation campaign "Everyone has to start somewhere".

Evaluating and identifying valuable lessons from the

Week 12 and
implementation experience.
beyond PR team
Preparing plans for future activities and adjusting strategies
(20/05 – beyond)
if necessary.

PART 7: ASSESSMENT.

Objective: Set clear evaluation criteria based on the number of views, likes, shares, interactions, and
recognition level. The evaluation primarily focuses on stage 2 of the campaign.
1. Campaign assessment after 4 weeks (Kick off phase)
 Objective:
The club recognition and engagement level reached 50-60% of the target (attracting approximately 500,000
views, 50,000 likes, and shares, increasing club awareness among the learner community by 40%)
 Assessment content:
- The number of times that the club, campaign, and event name are mentioned through hashtags. Measure the
number of views, likes, and shares of the music video in the first 9 weeks.
- Evaluate the number of views, interaction rate, and average watch time of each post and video.
 Assessment method:
- A meeting needs to be held every 2 weeks in order to evaluate the results of PR tactics.
- Analyzing data from search engines of some popular social media (Facebook, TikTok, etc.) and from public
response to evaluate the strategy development.
- Considering statistics like social media interaction (Facebook, TikTok) and feedback from the public to
assess the progress of strategy.
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2. Campaign assessment after 10 weeks (Engage-Amplify phase)

 Objective:
The club recognition and engagement level reached 80% of the target (attracting approximately 800,000
views, 80,000 likes, and shares, increasing club awareness among the learner community by 40%)
 Assessment content:
- Evaluate the increase in views, likes, and shares compared to the previous assessment
- Increase the learner community’s awareness of the club and campaign: Continue using survey methods and
data to assess the increase in learners’ awareness.
3. Overall strategy assessment.

- At the end of each period, a review meeting should be held to evaluate the effectiveness and take some
experience from implementation.
- Comparing the original goals and the final results to assess the success of the campaign.
- Evaluating the efficiency of specific activities to identify strengths and weaknesses.
- Planing steps to leverage strengths and improve weaknesses.
- Based on gained experience, developing feedback and adjustment plans for future PR strategies.

THE END

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