Integrated

Marketing
Communications
Campaign
Proposal
For Cathay Organisation
Class E44J

Team Members:
1. Afiq Naqiuddin B Aris
2. Cindy Aw
3. Nur Diyanah B Abu Samah
4. Teoh Zi Ler
5. Wilson Tan Ming Qian

28 June 2015

All rights reserved 2015 Republic

Polytechnic CEC Media Lab

TABLE OF CONTENTS
Page
Executive Summary
1.0

Introduction

2.0

Situation Analysis

3.0

Communication Objectives

4.0

Target Audience/Stakeholders Analysis

5.0

Communication Strategy & Key Messages

6.0

Communication Tactics: IMC Toolkit

7.0

Budget

8.0

Timeline

4 to 5

9.0

Evaluation

Appendices: This section should include (but not limited to)

Charts / Tables / Infographics
Mock-ups: sample press releases, sample posters,
sample advertisements, sample website designs,
sample social media designs, sample marketing
communication collateral, etc

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6 to 7

Page 1

1.0 Introduction
Cathay Organization is a leading company engaged in the businesses of
entertainment, leisure, lifestyle and property managements.
Cathay Organizations history as forerunner in the local entertainment industry
reeled off on 18 July 1935 when it was incorporated in colonial Singapore as
Associated Theatres Ltd.
Cathay Organization has established a household name in cinematic industry
throughout the years and will be celebrating its 80th anniversary on 18 July
2015. To commemorate this, Cathay has approached an agency to help
conceptualize, develop and execute public relations and integrated marketing
campaign to promote awareness of it 80th Anniversary.
2.0 Situational Analysis

Strength
Cathay has been around in
Singapore for 80 years
People are aware about
Cathays brand
We are not limited by budget
Weakness
Lack of publicity in other
businesses ( property, hangout
Hotel) except movie
We have limited time
Most of our target audiences
are not aware that Cathay is
turning 80 this year.

Opportunities
Retro theme are popular among
youth as they can relate with
themselves
Threats
Competitor such as Shaw, GV,
Eng Wah etc.

3.0 Communication Objectives

1. To increase awareness of Cathays 80th anniversary amongst youths.
2. To increase awareness that Cathay is constantly keeping up with trends
and social media, not old by age.
3. To educate youths that Cathay is more than just about movies.
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4.0 Target Audience/Stakeholders Analysis

Youths
Demographics

Age: 19 to 25
Gender: Male & Female
All races
Students
Young Working Adults
Low Income - High Income

Psychographics

Social Media savvy

Obtain resources via online
Use of traditional media is rare
Constantly in-trend
Interested in something new

5.0 Communication Strategy & Key Messages

Communication strategy: Celebrate Cathays 80 anniversary by holding a

festival
o Rational: Bring in the fun element during festival to engage youths
and showcase that Cathay is not old by age.

Key message: Cathay is more relevant than before even if they are 80
years old.

6.0 Communication Tactics: IMC Toolkit

IMC Tool
Media relations

Activities

Send media release to Juice and 98.7 FM

Story angle 98.7 FM: Blast with the past: The first ever
90s festival in Singapore
Story angle Juice: Personality profile on one of the
performance of the festival (emphasis on the 90s
music theme to be played in the festival)

PR (online and
social media)

Social media contest

Updates on Twitter, Facebook, Instagram

Partnership

Audio Note, FujiFilm, Sirens Network

Media partner: Juice, 98.7fm
Transport: GrabTaxi
Venue: Marina Barrage

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7.0 Budget
Tools

Description

Logistics

Guest
performance

Social media

Cleaner

Cost

Chairs and Table ( VIP section of movie

screening)
LCD Screen

$3500

Gentle Bone, Sam Willow,

To be performed for 1.5 hours

$5000 (TBA)

Pre publicity
Social media contest

Free

Outsource to cleaner company(e.g. ACube microsystem)

To be hire for 6 hours ( pre-post event
cleaning)

$2000 (TBA)

Security

G4s event security

$8000 (TBA)

Audio

To be sponsored by Audio Note

Nil

Generators

To be rented

$3000 (TBA)
Total: $21,500 (TBA)

8.0 Timeline
Date

Item

Notes

7 June 13June

Prepare the content for

Social Media Blasts.

Create a timetable and the content

on what to publicize.

14 June 28 June

Social Media Blasts

executed.

F.I.T - Teasers of Cathay Festival

and Our Sister Mambo Contest

22 June 26 June

NOCs prep publicity for

Cathay Festival.

Content will be looked at by Cathay

and Project Team.

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27 June 28 June

Social Media Blasts for

NOCs video executed.

F.I.T - Teasers, Short Previews

29 June 4 July

Our Sister Mambo Contest

executed.

F.I.T - Publicize about the contest

5 July - 8
July

Collate entries and pick a

winner.

Winner will be announced at 8 July.

9 July - 12
July

Social Media Blasts

executed.

F.I.T - E-posters for Cathay Festival

13 July 17 July

NOCs publicity for Cathay

Festival and Social Media
Blasts Executed.

Non-stop publicity.

18 July 19 July

Cathay Festival Executed.

All preparation for the Cathay

Festival will be done concurrently
to the pre-publicity.

9.0 Evaluation
Conduct post event survey to collect feedback on what can be improve for the
festival and to find out if youths perceptions towards Cathay change after the
event. In addition, we would be doing media content and media monitoring to
find out how 98.7 and Juice cover our story. A social media analytics can be
used to monitor the social media traffic on the day of the event.

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Appendices
Additional Research (Survey):

(Fig 1)
Reflection:
Fig 1: It shows that the majority of our teenage society either doesnt know or
doesnt care. We can assume that those who know are those who are working
on the project. One thing that is still in the air is if the 79 people who did not
admit to not caring actually cares.
Other remarks:
One doesnt know what Cathay Organization means.
The other two knows and are generally interested in the anniversary.

(Fig 2)

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Reflection:
Fig 2: I think its safe to assume that these people know of the Cathay
relations mainly because the name Cathay is in the name of the options.
However, it might also reflect the exposure that these businesses have. For
example, how the cineplexes and malls are generally more known is probably
because theyre more frequented and more popular amongst our TA.

(Fig 3 & 4)
Reflection:
Fig 3 & 4: The largest assumption and inference we can make is, generally the
majority who comes for once a month or less are part of those who are there
to watch a movie.
This further escalates the idea that youths or our TA perceives Cathay as a
place only for movies and not for anything else.
For those who shop and eat, we can assume that they are more in the minority
groups for Q3. We can tap on these minorities to create more buzz for us as we
go along with our campaigns and events.
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