wake & go program (course 3) | kichi kichi team | final proposal for golden gate jsc

[“LUCKY DRAW” PROMOTION PLAN (FINAL PROPOSAL)] October 9, 2014

1 Golden Gate JSC Team | Wake & Go – Course 3, 2014

A. Target

For the fact that G – People community in Hanoi and Ho Chi Minh City contains approximately 75,000 individuals

whose income is quite high on average, we decide to stay focused on this group. Our target is planned to be existing

customers who are already G – People as well as other potentially futurable ones.

This promotion project is planned to last 40 days (from Sep. 13 – Oct. 22, 2014).

B. Objectives

We have determined and dedicated ourselves to fulfill these three objectives when bringing this promotion plan to

reality.

Inform 75,000 G – People in particular and all of Golden Gate’s customers in general of “Lucky Draw”

Improve Golden Gate restaurants’ sales performance

Help customers well – aware that Golden Gate’s 11 brands belong to one group

C. Tactics

I. Promote “Lucky Draw” to 75,000 G – People as well as other customers + Improve Golden Gate

restaurants’ sales performance

1. Offline Promotion

a. Duration: Sep. 22 – Oct. 22, 2014

- Use table tents, sticky banners and glass decals (as usual)



- Use print materials, such as posters, leaflets and card visits.

Every print material should provide customers with adequate information of G – People community

as well as “Lucky Draw”. A story/ an inspring explanation of the slogan “All the Best in One” (mission

statement) should also be used.

Example

- Display a real lucky draw at Golden Gate restaurants to attract customers’ attention

- Offer G – People free food and drink samples, of which the packing includes 12 logos of Golden Gate

and general information of “Lucky Draw”.

- “LCD Screen Plan” - CUSTOMER INFORMATION DISPLAY SYSTEM (This plan will be explained in

details at the end of this proposal.)



2. Online Promotion

a. Pre – event Planning

Duration: ASAP – Sep.21, 2014

- Designate a social media tactical team to monitor and engage with “Lucky Draw” social channels

- Create timeline for event promotions and announcements

- Assign or hire a photographer in order to take pictures during the program (optional)

- Create visual elements to support “Lucky Draw” across all channels



- Making a promo video (posted on Youtube and shared via Facebook and e-mail).

The concept of the video is called “Lucky”, which is also a part of the program’s name.

Detailed content

An single office lady is having a bad day. The video starts with the morning scene when her alarm clock rings and she is late for

work. She quicky prepares and goes to work. On the way, her motorbike is broken down and she has to travel by taxi. On

arriving at work, she finds out that she has left her wallet at home. To add to her bad luck, the office is closed because it’s

Saturday and she can ask nobody to lend her money.

Later, she goes to one of GG restaurants to have lunch. As a G – People, she is able to participate in “Lucky Draw”. The video

will demonstrate how G – People can take part in “Lucky Draw”. The office lady gives her card to a GG employee, fill in her

adequate information, play the iPad application for “Lucky Draw” and then receive a special prize, which is a food sample from

Golden Gate.

After that GG lunch, things turn wonderful. At the end of the video she becomes a “lucky girl” and meets a new guy.

b. Pre – event Social & During Event Social

Part 1 (Duration: Sep. 13 – Sep. 19, 2014)

- Send e-mail or newsletter to G - People

- Send SMS to G – People

- Create an event page on Facebook



Part 2 (Duration: Sep. 20 – Oct. 22, 2014)

- Facebook

+ Share the promo video three times per week

+ 3 posts per day on GG’s fanpage and other 11 channels of GG (each post should contain at least one photo)

+ 4 pieces of visual content per week. Infographic or comics can be used.

The content should include the brief information of “Lucky Draw”, interesting facts of GG in general and “Lucky

Draw” in particular. For example, “At Kichi Kichi, employees have at least one meeting every day and a training

section every week in order to offer customers the best service.”, “100% of the beef in Sumo BBQ is exported from

Australia. We guarantee to give you the most authentic and delicious cuisine on earth.”, “Do you know that Golden

Gate JSC is the owner of these following brands? (attached 11 logos).”

+ Run a Facebook ad, which includes the information of “Lucky Draw”. The information displayed should be visual

enough arouse curiousity in people’s minds. For instance, “The biggest event for G – People community is coming.

Click to get more information and amazing offers.” attached with an infographic.

+ One offer per week posted on 12 fanpages, such as “Non – stop Moving” in which G – People are able to receive

endless numbers of 100,000VND vouchers every time they come to GG restaurants.

+ Organize some mini – games to attract customers’ attention. A mini – game might be a Q&A section in which

participants answer some simple questions about GG and its 11 brands; or like – and – share game.

+ Interview attendees, customers and influencers on social media

- Other channels

+ Article Marketing: Post articles on popular websites and online newspapers/magazines (kenh14.vn, tapchi.guu.vn,

dantri.com.vn, vnexpress.net, afamily.vn, etc.)

+ Hang banners on websites (of which targeted readers are teenagers, adults and office workers)

+ One newsletter per week to inform G – People of new offers during “Lucky Draw” (the first newsletter should

include the promo video)



c. Post – event

Duration: Oct. 22 – Oct. 26, 2014

- Post – event assessment: Sum up how much people engage in social media as well as offline activites during

the promotion progress of “Lucky Draw”

- Social networks

+ Connect with and thank participants

+ Promote follow – up materials

II. Helping people to be fully aware that GG has 11 brands

- On every promotion material in GG restaurants as well as voucher, 12 logos should be included and clear enough for

people to see.

- At the end of the promo video, there should be at least 5 seconds in which 12 logos are displayed.

- On the packing of food/drink samples, there should be 12 logo stickers.

- Some programs in which include the collaboration of at least 2 brands of GG should be carried out. For instance, at

Kichi Kichi Restaurant, customers may have a chance to receive a Ashima voucher.



D. Implementation & Timeline

I. General Timeline

Prepare for offline promotion ,Pre - event planning and Making

the promo video

(ASAP - Sep. 21)

Pre - event Social (Part I)

(Sep. 13 - Sep. 19)

Pre - event Social (Part II)

(Sep. 20 - Oct. 22)

Post - event

(Oct. 22 - Oct. 26)

Evaluation

(After Oct. 26)



II. Video – making Timeline

Sep. 13 - Sep 14

• Set up the video team

• Discuss the detailed content

• Recruit for cast

Sep. 15 - Sep. 17

• Filming

Sep. 18 - Sep. 19

• Edit the video

Sep. 20 • Post the video on social network



E. Budget

Detail Cost (VND) Note

Offline Promotion

Print materials 20,000,000

Food and Drink Samples

30,000,000

Lucky Draw models

10,000,000

Online Promotion

Facebook Ad (CPM – Cost per Mille)

Depend on set budget

Promo Video 5,000,000

Article Marketing

Depend on set budget Online banners

Total Approximate 150,000,000



F. “LCD Screen Plan” - CUSTOMER INFORMATION DISPLAY SYSTEM

1.Hardware

- Touch screen LCD 30 inches minimum

- Tower of infrastructure or telecommunication provider

- Cable

2. How does it works

- Install the touchscreen LCD to the every outlet that Golden Gate has.

- Install the server to the Golden Gate building.

- Rent the service of telecommunication facilities or telecommunication provider in Vietnam. This service is to get a

connection between client (touchscreen LCD) and Server. So that, when G-People put the data in using touchscreen LCD,

the data is immediately saved to the storage of server.



3. LCD Display Design

Menu bars:

- Who we are?

- Our Business

- Check our promotion now!

- What is G-People member?

Some real example of Customer Information Displays



4. The benefits

Golden Gate is a one of biggest company in Vietnam that has 11 business branches separating around of Vietnam area and

some of ASEAN area. It is time for Golden Gate to develop and play in the big project to increase the Golden Gate's income

by using interactive way. One of that interactive way is by using Customer Information Display System. This system is

proven by some other biggest companies in the world, like Hard Rock Cafe, NYC Restaurant and others. It is a genius way

to attract customers.



Specialized to this system, there are some benefits of implementing this system, namely:

To company

1. Virtual storage, The storage of server can be use into some needs, like storage for the data of Golden Gate's employee, G-

people Member, and any other important data.

2. Security and Administration network, the there is an administrator that has responsibility to manage the security and

administration.

3. Data information that is input by new G-People member will immediately save to the storage.

To customers

1. It can encourage customers to be a member of GG.

2. It also helps customers to access information through a interactive touchscreen display.

The End

wake & go program (course 3) | kichi kichi team | final proposal for golden gate jsc

Documents

general of lucky draw

real lucky draw

lucky draw social channels

golden gate jsc team

logos of golden gate

golden gates customers

online promotion

promotion project