BN LNH MARKETER 2014

TM L KHCH HNG

Vng 2: Th thch

i Nocturne:

1. inh Ngc Vn Hng

2. Phm Thy Tin

3. Trn Th Thy Phng

Cu 1: Summit

Phn tch tm l khch hng

1. Kho st

1.1. Dch v ca cc trung tm ting Anh

Qua kho st 15 trung tm ting Anh hng u ti H Ni,

STT Trung tm Dch v chm sc khch hng

1 Aten C i ng tr ging cng nh i ng chm sc ring ca tng lp

hc:

+ lp ng m: 1 chm sc KH

+ lp ng php: 3 tr ging + 1 chm sc khch hng

+ lp nng cao

2 Equest Ch c l tn qun l hc ph, s bui i ca hc vin

3 RES C i ng chm sc ring ca lp hc theo di tnh hnh hc tp

( 1ngi/1 lp), thm d kin hc vin phn nh kp thi. RES

cng t chc CLB Ting Anh. i ng CSKH cng tch cc gi in

cho cc bn hc sinh, sinh vin tm kim hc vin tim nng.

4 Step up C i ng tr ging. Ngoi ra, Step Up c thnh lp page Hnh

trnh 8.5 IELTS kh thnh cng

Nh vy, mt s trung tm ting Anh to s khc bit ha thng qua dch v

chm sc khch hng. Bi l, s kt ni vi hc vin khng ch gi gn trong nhng

gi hc chnh thc, m l mt quy trnh khp kn t khi hc vin bt u c nhu cu

hc ting Anh ti trung tm, cho n tn khi hc vin kt thc kha hc v tr thnh

cu summiter.

1.2. Nhu cu ca hc vin v dch v chm sc khch hng ti Summit

* Giai on hc vin tim nng:

- Tiu ch u tin khi chn Summit:

Hc ph khng cn l mt trong nhng

mi quan tm hng u bi hin ti cc

trung tm ting Anh top u, mc hc ph

khng qu chnh lch nhau. Bn cnh ,

cc trung tm gio dc ni chung v trung

tm ting anh ni ring u c nhng

chng trnh u i hc ph.

Trong khi , chm sc khch hng tr

thnh mi quan tm hng u ca hc

vin. Hnh nh ca trung tm c th

hin ch yu qua b phn chm sc khch

hng, nn nu b phn chm sc khch

hng khng lm tt, hc vin c th d

dng chn c nhng trung tm khc

kh tng ng v cht lng ging dy

v hc ph v c b phn chm sc khch

hng tt hn.

Summit, chm sc khch hng mi ch

dng nhng bc c bn, l tn chnh l

b phn CSKH (tr li thng tin c bn

v lch hc, hc ph, cha c t vn

chuyn su nh kinh nghim v phong

cch ging dy)

- Cc knh t vn ca trung tm :

Gp trc tip t vn vin vn l cch

thc hiu qu nht kt ni gia hc

vin tim nng v trung tm, bi ti

y cc bn c t vn cn k, t m

di hnh thc 1-1. Nocturne n

chi nhnh Summit Lng H v thc

hin vic hi v chng trnh hc

Summit vi t cch l hc vin tim

nng v c mt s nhn xt nh sau:

* Giai on hc vin chnh thc:

- Kt ni vi gio vin sau gi hc qua:

-Chm sc hc vin h tr thng tin v:

45%

30%

10%

10% 5%

Tiu ch u tin Ging vin

Chm sc khch hngHc ph

a im

Yu t khc

40%

25%

15%

15%5%

Gp mt trc tipFacebookHotlineWebEmail

65%

25%

10%

Email

40%

35%

25%

Lch hc

Ti liu

Ni dung bi khi hc vin ngh

- Hot ng m hc vin mun c

ngoi gi hc trn lp

- Hnh nh trung tm ting anh m bn

yu thch

Tng tc ging vin hc vin yu

(tr lp t vn du hc do tnh cht gn

b lu di v chuyn su), hu nh ch

tp trung vo vn hc thut. Trong

khi , qu trnh hc ca hc vin c

th pht sinh nhiu vn khc, lin

quan n nng lc hc v c tnh ring

bit ca mi ngi. Bi vy, rt cn 1

b phn CSKH chuyn nghip theo st

hc vin trong sut qu trnh hc.

* Giai on cu hc vin: Kt ni vi

Summit

- Bn c quan tm n Summit sau khi

ri khi trung tm: 45% hc vin

khng quan tm, 55% tr li c quan

tm.

- Nu c, bn theo di thng tin v

Summit qua knh thng tin no?

Cu hc vin c Summit

quan tm nhng cha ng u. Ch

yu nhng hc vin cn tng tc tt

vi Summit l hc vin lp t vn du

hc. iu ny xut pht t s quan tm

c bit ca Summit vi cc bn hc

vin lp ny (t chc l tt nghip,

ging vin hiu su c tnh v phong

cch sng, tham gia chuyn su vo

qu trnh apply hc bng). Trong khi

, ti cc lp khc, hc vin cha

c quan tm ng mc, trong khi

lng lp ny chim a s cc lp hc

ca Summit, lp T vn du hc ch

l thiu s v s lng lp ca Summit

(d cho y l lp to nn thng hiu

ring ca Summit v t vn du hc).

60%20%

15%5% Ngi h tr

hc tp

Kinh nghim hc v thi t anh ch thnh cngThi th

65%

30%

5% Thn thin, gn gi

Chuyn nghip, hin iKhc

60%20%

20%

Knh thng tin Lin lc ring vi ging vin

Li k ca ngi thn, bn b

Facebook

1.3. Chin lc chung:

All grown-ups were once children, but only few of them remember it.

Cu ni trong cun truyn ni ting Hong t b nhc nh chng ta mt iu rng:

trong mi con ngi u c mt a tr, vi nhng hnh nh p nht ca tui th

trong k c. Bi vy, Nocturne mun xy dng hnh nh Summit nh mt ngi

trng, vi i ng chm sc khch hng c gi nh nhng tn gi thn quen di

mi trng nhm khi gi phn p nht y. Ti y, i ng chm sc khch hng

lun c gng ch ng, nhit tnh v to iu kin ht sc cho hc vin. Chng ti

khng tp trung vo thit k cc s kin honh trng, quy m, m tp trung vo quan

tm chnh i ng chm sc khch hng, t i ng s chm sc t m, cn k

tng hc vin, t chc cc hot ng quy m nh dng lp hc cho hc vin. ng

thi, chng ti mun tn dng cc s kin v chng trnh cng h thng truyn thng

sn c ca Summit nhng ci tin ln mt mc hon thin hn.

L do chn m hnh trng hc

Nhm Nocturne chn xy dng trung tm ting Anh Summit tr thnh mt

trng hc thn thin thu nh - mt ngi trng ca tui th, nhm hng ti nhng

k c trong tro nht, to cm gic gn gi v thn thuc cho cc bn hc vin. M

hnh trng hc s to s khc bit cho Summit bi cha mt trung tm ting Anh no

H Ni c xy dng theo m hnh ny, v ng thi m hnh trng hc ph hp

vi mi tui hc vin theo hc ti Summit. Khng ch l mt trung tm ting Anh

thng thng, ngi trng Summit vi m phng nhng phng ban v chc v nh

mt trng hc tui th s gip gn kt cc hc sinh ng thi nng cao trch

nhim v tinh thn hc tp. Song song vi vic ci tin nhng s kin c ca Summit,

nhm Nocturne mun xy dng mi kha hc ca hc vin nh mt nm hc thu nh,

vi l Khai ging, B ging m p, nhng bi kim tra mt tit hay 15 pht bt ng

gip nng cao cht lng hc tp ti trng. Hnh nh trng hc cng ph hp vi

biu tng ca Summit (ch V ngc) va l hnh nh nh ni chinh phc, va c

th hiu l hnh nh mi trng, ni nui dng c m bay cao, bay xa n nhng

vng t mi ca hc vin.

Mindmap trng hc Summit:

https://www.mediafire.com/?3wun1up2x52e6wc

L do nhn mnh vic u t vo ngun nhn lc chm sc khch hng

- Ngun nhn lc chnh l yu t quyt nh n s thnh cng ca h thng

chm sc khch hng, nhng tm quan trng ca nhn lc thng b xem nh hoc b

qua, dn ti hin tng cht lng i ng chm sc khch hng ca cc trung tm

Ting Anh hin nay cn yu km.

- Ngun nhn lc l thc o sc cnh tranh v kh nng pht trin ca mt

trung tm Ting Anh khi cht lng ging vin v vic ging dy ca cc trung tm

u tng ng nhau.

- Chm sc khch hng l b phn tip xc nhiu nht vi hc vin, l b mt

i din ca trung tm.

- u t vo ngun nhn lc l u t lu di. Ngun nhn lc c coi l ti

sn, l ngun vn ca doanh nghip.

Vic hc Ting Anh trung tm thng trong mt khong thi gian ngn, a s

t 2 3 thng, v vy iu hc vin quan tm nht vn l cht lng hc v i ng

chm sc tin trnh hc tp din ra mt cch tt nht.

Chin lc chi tit xy dng i ng Chm sc khch hng

1. Hot ng o to.

Mc tiu hot ng o to:

- C nng lc chuyn nghip sau khi o to vi tiu ch: Underestimate,

overdeliver

- Hnh nh i ng CSKH: chuyn nghip, thn thin, gn gi nh NHNG

NGI BN THN.

Chng trnh o to:

a/ Qua vic t hc tp

+/ Summit yu cu mi tun i ng CSKH c nhim v c mt lng sch

hoc bi vit nht nh v lnh vc chm sc khch hng

+/ Kim tra tin sau mi tun v p dng kt hp vi thc hnh ngay sau khi

c

b/ Qua cc bui training vi nhng chuyn gia giu kinh nghim:

i ng qun l Summit xy dng ni dung chui chng trnh training v mi

cc chuyn gia v ging dy cho b phn CSKH v nhng vn nh : thi ng x

vi hc vin, cch x l khng hong truyn thng, cch qun l fanpage hiu qu,

2. Hot ng chnh

Sau qu trnh o to, i ng CSKH s c p dng cc bi hc t chng

trnh o to vo cng vic thc t. Vi c th l 1 trung tm ting Anh, chng ti

mun xy dng quy trnh lm vic ca CSKH ng vi hnh trnh hc vin n vi

Summit (t lc c nhu cu hc ting Anh cho n khi ri khi trng).

C th chng trnh c minh ha qua mindmap ti :

http://www.mediafire.com/view/myfiles/#z43a5xui5d3a5vc

Nhng nhim v c bn ca i ng chm sc khch hng nh sau :

a. i ng supporters :

- Qun l 2 facebook :

+/ Fanpage (mc ch : cp nht thng tin c bn v chnh thng ca Summit)

Xy dng cc album nh cp nht hot ng ca Summit mt cch khoa

hc, b sung cc album ti liu hc ting Anh cn bn theo cc khi hc

(IELTS, SAT, GMAT,..)

Status khng ch tp trung vo cc thng tin hc bng, m cn tp trung

vo cc hot ng ang din ra ti Summit, phn bnh lun cn gii thch r

rng cc cu hi c gi n

Xy dng li h thng note

Ph trch h thng clip dy ting Anh cn bn ca ging vin/ chia s

kinh nghim ca hc vin xut sc

+/ Page Humans of Summit da theo m hnh page Humans of New York

https://www.facebook.com/humansofnewyork (mc ch: cp nht thng tin bn l,

to tng tc thn thin gia hc vin v i ng ging vin, qun l, chm sc ca

trung tm).

- Buddy ph trch chp nh cc khonh khc ti Summit ( lp hc, cc s

kin..), nhng chia s chn thnh t hc vin, ging vin v i ng qun l, vit

caption v gi cho supporter.

- Supporter ph trch page, to tng tc trong cng ng Summit

- Qun l website: ng ti hnh nh v thng tin cp nht nht ca Summit, c

s thng nht vi fanpage. Mc hc vin xut sc cn cp nht ca tt c cc lp,

khng ch ca lp t vn du hc.

- Qun l v tham gia h thng tng tc vi hc vin qua in thoi, mail v t

vn trc tip

b. i ng buddy:

* Hot ng hng ngy: cc hot ng m phng lp hc vi hc vin chnh

thc v hot ng kt ni th h Summiters vi cu hc vin

* S kin ln din ra trong nm:

- L khai ging: t chc giao lu gia hc vin mi ging vin, lm quen gia

hc vin v cc buddy cng nh trao thng cho hc vin thi u vo xut sc.

- L b ging (m phng chng trnh Made in 12 ca Amsers)

+/ Lm yearbook: chp nh cc hc vin theo phng c nh (ngun nh ny

cng s c dng minh ha cho mc Hc vin xut sc), thit k trang yearbook ca

mi lp,

+/ Thit k Hm thng ip online v offline

+/ Thit k bng ch m ngc

+/ m hi Summit: Summit Gala t chc vi quy m ton trung tm.

- Cc bui giao lu vi cu hc vin

Ti chnh v time frame:

40,000,000

VND

Nhn lc Lng cho i ng B th (i chm sc v

theo st hc vin):

Tng chi ph cho 4 b th trong vng 12

thng: 40,000,000 VND

4,000,000 VND C s vt cht i mi phng L tn thnh phng Truyn

thng

Thm c s vt cht cho phng Y t

8 ct c Summit

6,000,000 VND Event Khai ging, B ging: Mi kha hc t chc 1

khai ging v 1 b ging: T chc m m vi

s giao lu ca ging vin v cc hc vin

Ngy hi tranh ti thng nin gia cc khi

IELTS, TOEFL, SAT, GMAT, vi logo

ring ca khi

Cu 2: Green Food

Bi cnh chung

- Th trng thc phm sch ngy cng tr nn hn lon, cc cng ty kinh doanh

thc phm sch xut hin ngy cng nhiu, thm ch cc doanh nghip thc phm

nc ngoi cng bt u u t vo th trng Vit Nam. Theo tng hp t Sn Giao

dch rau qu, thc phm an ton H Ni, hin c 43 nh cung cp c thc hin giao

dch trn Sn1. y ch l con s nh so vi s lng thc t cc nh cung cp, kinh

doanh mt hng thc phm sch trn th trng H Ni.

- Nhiu v b bi thc phm sch cc siu th (gn y nht l nm v rau sch

khng r ngun gc BigC v Fivimart) cng khin cc b ni tr mt lng tin. ng

thi, nhiu ngi tiu dng cha nhn thc ng v khi nim thc phm sch, thc

phm an ton. Thay v b ra mt khon tin ln mua ca hng thc phm sch,

do khng th xc nh c ngun cung cp no ng tin cy nn ngi tiu dng li

quay tr li nhng sp bn thc phm nh l quen thuc, hoc t cung t cp bng

cch mt s h gia nh chung nhau thu ngi nui gia sc, ri thu ngi git m v

vn chuyn t nng thn ln thnh ph s dng.

- Cc thng k cho thy 54% n gii l ngi quyt nh chnh trong ngnh

hng thc phm. c bit, mc quan tm ca ngi tiu dng i vi vn sc

khe tng mnh: t nm 1995-2009, tng chi tiu trung bnh cho chm sc sc khe

tng t 16USD n 80USD/ngi v cn tip tc tng cao hn na. Di thc trng

thc phm bn hin nay, cc b ni tr ngy cng c nhu cu tm kim ngun thc

phm sch m bo sc khe cho gia nh.

S tht ngm hiu

Qua phng vn trc tip 17 b m tui t 28 40, Nocturne thu c nhng

kt qu nh sau :

- Phn ln cc m nhn thc c nn dng thc phm sch m bo an ton

sc khe, v cho rng thc phm sch l thc phm c by bn trong siu th v cc

ca hng

- Cc m thng la chn nhn hiu thc phm sch qua cc din n, qua li

khuyn t b bn ng nghip v qua li gii thiu ca cc m ni ting -

influencers trn facebook.

- Cc m hu ht khng c kin thc v quy chun cho thc phm sch, v cng

khng quan tm nhiu n nhn hiu, thng tin sn phm khi chn c mt nhn

hiu ng .

1 http://www.sanbanbuon.vn/ha-noi-p1 truy cp ngy 16/04/2014

- Khi xy ra dch bnh hay s c vi thc phm sch hay mt nhn hiu thc

phm sch, hnh ng ph bin nht l ngng s dng ngay lp tc loi thc

phm/thng hiu .

Qua kho st trn, chng ta c th thy rng phn ln cc b m c thc ban

u v s dng sn phm sch, nhng li cha c kin thc cn thit la chn

thng hiu thc phm sch tht s v khng b nhm ln vi cc thng hiu gi

danh khc

i tng mc tiu

Chin dch ca GreenFood hng ti i tng mc tiu l nhng b m cng

s Vit Nam trong tui t 28 40.

L do:

- Ph n trong tui ny thng c con nh, v vy quan tm hn ti sc khe

ca gia nh v con ci. M mun dnh nhng iu tt p nht cho con cng nh gia

nh nn c nhu cu tiu dng thc phm sch, lnh mnh, c ngun gc xut x r

rng bo m sc khe ti sn qu gi nht ca con.

- Nhng b m cng s c trnh hc vn v hiu bit cng kh nng ti chnh

tt, v vy d thay i nhn thc sai, ng thi c kh nng chi tr cho thc phm

sch.

- Nhng b m cng s c c hi tip xc nhiu vi cc phng tin truyn

thng, v nh vy quan tm hn n vn v sinh an ton thc phm.

- Cc m l nhng ngi c vai tr quyt nh trong vic la chn thc phm

trong gia nh.

Mc tiu chin dch

- 9/10 b ni tr sn sng tr chi ph ln mua thc phm sch.

- 6/10 b ni tr thc s mua thc phm sch tiu dng hng ngy.

- Xy dng, cng c thng hiu Green Food H Ni.

- Tc ng rng ri n gii truyn thng, c bit l truyn thng x hi.

tng ln

Thnh ph mnh rt to

Cn con li rt nh

M c i, i, i mi

tm mt kho bu

Gip c nh khe mnh

=> Greenfood ni b l chuyn gia

tng ln ca Nocturne chnh l vic gio dc truyn thng thc phm sch

gin tip n cc m (i tng mc tiu) thng qua cc con (i tng truyn thng):

Cc con chnh l ngi hng dn b m (c bit l m) trong vic la chn thc

phm sch an ton cho gia nh. Thng qua mt chuyn hnh trnh th v i tm kho

bu thc phm cho gia nh, b s c khm ph nhng kin thc c bn, c

thc t ngoi nng tri tri nghim tn mt quy trnh khoa hc hin i trong vic

chn nui gia sc sch, c tham gia cc hot ng thc hnh thc phm sch ti ca

hng Greenfood... Chuyn hnh trnh kt thc khi b c kin thc, thc cng nh

ng lc truyn ti thng ip v thc phm sch ca Greenfood n m.

L do Nocturne la chn tng ny cho chin dch truyn thng ca

Greenfood:

- Lt li thc thng thng ca ngi tiu dng: gio dc kin thc khoa hc

l cng vic ca chuyn gia bi mi l la tui v ngnh ngh thch hp, c

tin cy v m bo cho kin thc c truyn t. Nhng ch khi kin thc khoa hc

c din gii d hiu, n gin v thit thc, n mc cc b cng c th hiu v p

dng, th kin thc mi thc s i vo i sng ca tng gia nh. Bi vy b yu l

chuyn gia ca Greenfood, gip Greenfood gi gm thng ip v thc phm sch

n m thn thng.

- Quan h khng kht gia m v con: m lun mun mang n nhng iu tt

p nht cho con, cn con lun mun c gip m vt v trong nhng cng

vic gia nh. Bi vy, gip m chn thc phm sch l mt cch yu m rt d

thng: yu m bng cch gip m vic bp nc, ng hnh cng m v sc khe gia

nh. Tm l yu tr con cng gip kt ni cc m trong vic chia s thng tin v thc

phm sch trong nhng cu chuyn phim v gia nh, con ci.

- Tm l ca la tui tr em: tr em l la tui ngy th trong sng nht, cha c

nhiu nhn thc v th gii xung quanh, nhng li rt ham hc hi, tm ti, c tr t

m cng nh rt thch vn ng, chi a. Thng qua hnh thc hnh trnh kho bu,

qua mi chng ng, b s c tip thu mt cch rt t nhin cc kin thc thc

phm sch. Cc b cng l la tui mun th hin mnh, bc l chnh kin v mun

c ghi nhn thnh qu t ngi ln. Vi thng ip hnh trnh tm kho bu gip

c nh khe mnh, b s cm thy vai tr quan trng ca mnh, b cng l mt thnh

vin c ting ni, l mt ngi ln ca b v m. Trong qu trnh tham gia hnh

trnh, b thng xuyn c khoe thnh tch, chia s tri nghim kin thc vi m -

chnh l i tng mc tiu ca chin dch.

Quy m chin dch: chin dch c t chc ti 3 trng tiu hc trn a bn

H Ni. La tui l cc b lp 3 n lp 5, la tui bt u hnh thnh thc r rt v

th cht, tm t tnh cm v cch nhn nhn th gii xung quanh

Phn tch chin dch: Hnh trnh tm kho bu ca b s c chia lm ba giai

on:

- Trigger: b lm quen bc u vi hnh trnh, c gi m v thu ht v mt

hnh trnh hp dn nhiu th thch nhm mc ch tt p: tm ra kho bu thc phm

gip c nh khe mnh

-Engage: b tham gia vo chui hot ng th v ca hnh trnh, c tri

nghim thc s nh mt chuyn gia

- Amplify: b kt thc chuyn hnh trnh, hc c cho ring mnh nhng bi

hc qu gi v truyn t li cho m v gia nh.

C th k hoch ca mi chng hnh trnh nh sau:

1. Trigger:

B lm quen v Hnh trnh tm kho bu Greenfood qua b truyn tranh cng

bi ht ch o cho chin dch:

a/ B truyn tranh

- S dng hnh thc v truyn tranh nhm thu ht tr em v nng cao nhn thc

theo cch d hiu, d nh i vi tr

- Ni dung b truyn: Hnh trnh khm ph kho bu ca Tn

B Tn, b t to teo, thy b m anh ch ng b hay ku ca v ngun thc phm

nn cm thy rt lo lng. Trong mt gic m, Tn c ng bt b tin mch rng:

H Ni c mt kho bu to i l to cha ton tht ti ngon, nu tm ra th c nh lc

no cng khe mnh, khng s b bnh tt. Vy l b quyt tm i tm. Trong qu

trnh i tm, Tn c bc Greenfood - chuyn gia b mt ( c tit l trong phn 2

engage) gip , tng b bn Greenfood c ghi ch gi (chnh l kin thc v

thc phm sch) cho kho bu. Kt thc b truyn l khi kho bu c gii p: kho

bu chnh l nng tri ca Green Food ni cc b s c n tham quan trong giai

on 2 ca chin dch Engage.

- Truyn di 20 tp, c pht hnh trn facebook v theo hnh thc in, mi tun

02 tp. Green Food lin kt vi trng hc pht truyn cho tr em, ng thi qung

b v chia s b truyn qua Facebook.

b/ Bi ht

Bi ht B tm kho bu xanh khc ha hnh trnh ca b c dng trong sut

c chin dch. Bi ht c tung ra vo giai on Trigger. Nocturne th thu bi ht

ny da trn nn nhc ti tn ca bi ht N ci Vit Nam vi phn li c

ch li vui nhn, d thuc d nh. Bi ht c ph bin qua vic lm clip d

thng cho bi ht v s tip tc c cc b ht vang trong sut cc hot ng sau

ca chin dch.

thc hin giai on Trigger ni ring, cng nh ton chin dch ni chung,

GreenFood s xy dng v ci tin 3 knh truyn thng: Website, Fanpage v

Youtube channel.

a) Website

- Hnh nh s dng trn website phi l hnh nh tht, chn thc, c chp bi

chnh cng ty v c Trademark to s tin tng cho ngi tiu dng. Hnh nh hin

ti Green Food ang s dng trn website l nh ly t nhiu ngun khc nhau, cha

c bn quyn v thiu s tin cy.

- Khi khch hng click vo mt sn phm s hin ra thng tin vn tt nu r

Ngun gc xut x sn phm, Quy trnh chn nui, Ni phn phi, Tnh trng hng

ha (Cn hay ht), Gi c. Website hin ti ca Green Food cha lm c iu ny.

- Website c link lin kt vi Facebook

- Ngoi nhng mc c bn hin ti, website c thm mc v hnh trnh tm kho

bu, c cp nht hng ngy qung b cho chin dch truyn thng.

b) Fanpage

- Theo st tng bc chin dch, lp k hoch truyn thng qung b cho b

truyn tranh v bi ht ch o ca chin dch.

- S dng linh hot cc cng c h tr ca Facebook tng tng tc gia

fanpage v ngi dng.

- T chc nhng cuc thi nh trn facebook truyn thng cho b truyn v

bi ht (mt s gi : sng tc hnh nh bc Green Food, d on din bin tp

truyn tranh tip theo, cuc thi cover bi ht ch o,) cng nh cc hot ng tip

theo trong chin dch.

c) Youtube channel

- Kt hp cht ch vi Fanpage, to clip bi ht B tm kho bu xanh.

- Clip v quy trnh sn xut, quy m nng tri c s dng trong cc bc

sau ca chin dch.

2. Engage

T chc ln lt cc hot ng sau:

a) Tit hc C cng b khm ph bn Green Food: c t chc 2 tun 1

ln, sau 1 ngy ra mt tp mi ca b truyn, nhm gii cc gi c giu trong tm

bn ( c viral qua b truyn tranh giai on 1). Qua mi tit hc, b s c

tm hiu cc kin thc c bn v tht sch, cng nh tm hiu quy trnh chn nui,

phn phi tht sch qua h thng 4 ca hng Green Food. Chui tit hc kt thc khi

b cng c tm ra a im tip theo khm ph hnh trnh: Ca hng Green Food.

b) Chuyn tham quan ca hng Green Food: c t chc 4 ln ti 4 ca hng

khc nhau ca Green Food. a cc b n ca hng l chic xe Green Food, cc b

s cng ht vang bi ht ch trn ng i n ca hng. Ti mi ca hng, qun

l cng cc anh ch nhn vin s hng dn b quan st trc quan tht sch, gii thiu

quy trnh t A n Z ca Green Food v cui bui s trao cho cc b gi tip theo

ca chuyn hnh trnh (chnh l cc a im ca hng cn li ca Green Food). Ti

ca hng cui cng, b s c trao tm th thng hnh n vng quc Green Food,

ni giu kho bu, chnh l h thng nng tri ca Green Food.

c) Khm ph nng tri Green Food

Cc b c dn n tham quan h thng nng tri ca Green Food, tham gia

chui tr chi vn ng lin hon ti nng tri, giao lu v chp nh. Hng dn vin

cho cc b chnh l cc bn tr con vng nng thn nhn vt bc Green Food b n

trong b truyn tranh ca bc 1. Ti y, b s tm ra kho bu gip c nh khe

mnh: c nh c sc khe tt, cn ngun thc phm sch cht lng c truy xut

ngun gc r rong. Ngun thc phm sch y do chnh nng tri Green Food cung

cp.

3. Amplify

ngha ch o:

- To c hi cho cc b thc hnh nhng kin thc c hc v thc phm

sch trng v nng tri

- Gn kt m v b, cc b c th tc ng ti nhn thc ca m v thc

phm sch

Ni dung:

- Green Food ti tr ngun thc phm cho cuc thi. i s ca chin dch, i

din Green Food, i din trng tiu hc cng mt s khch mi danh d c mi

lm thnh phn ban gim kho.

- M v B lp thnh cc i, thi xem i no la chn c thc phm ngon

nht, sch nht (trong kho hng do Green Food cung cp c c thc phm sch, bn,

i thiu yu cu cc i thi phi t la chn), nu thnh mn n ngon nht

- i chin thng s nhn danh hiu: Chuyn gia Green Food dnh cho b

Truyn thng:

- Trc s kin:

+/ Pht ng cuc thi ti trng hc

+/ Truyn thng trn cc hot blogs, din n (webtretho, lamchame), group

cho b ni tr, bo in t (phunutoday, phunuonline)

+/ Fanpage: gii thiu cc i m-b lt vo chung kt cuc thi, t chc cuc thi

d on b no s ginh chin thng.

- Trong s kin:

+/ Tng thut trc tip cuc thi trn fanpage.

+/ Facebook ca cc m, cc khch mi cng cp nht trc tip hnh nh trong

cuc thi.

- Sau s kin:

+/ Vinh danh b t danh hiu Chuyn gia Green Food trao hc bng, lm

i s cho Green Food trong 1 nm.

+/ Tip tc tuyn thng bi ht ch o, b truyn tranh gio dc ca chin

dch.

+/ Truyn thng online, offline viral ngha ca cuc thi cng nh ngha

x hi ca chin dch, thu ht s ch ca cc b m v thc phm sch v Green

Food.