SRC Campaign Proposal

M332:
Advertising
Campaign
Proposal
For
Singapore
Red
Cross
Class: E45F
Team Members
1. Chong Wei Ting

2. Khairina Bte Haslan
3. Gan Qian Rou
4. Sabrina Keith Faith
18 July 2018
All rights reserved © 2018

Republic Polytechnic
M332 Campaigns and Advertisement Design
TABLE OF CONTENTS Page
Executive Summary
1.0 Introduction
2.0 Situation Analysis
3.0 Communication Objectives
4.0 Target Audience Profile/Consumer Insights
5.0 Communication Strategy & Key Messages
6.0 Communication Tactics: IMC Toolkit
7.0 Budget
8.0 Timeline
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.
Executive Summary
© 2017RP/SMC/M332/AY2017-18SEM1/FS Page 1
We hope that our advertising initiatives allows fellow youths to understand that why they
should learn first aid and CPR. With our IMC strategies, we hope that many youths will sign
up for the first aid and CPR courses through Singapore Red Cross Academy instead of
learning first aid through accidents.
1.0 Introduction
This advertising campaign aims to encourage fellow youths, aged 16 to 25 to take up first aid
and CPR courses from Singapore Red Cross Academy. The campaign is our fun way of not
only achieving the goals we have set, but it helps to raise awareness and also emphasise
the importance of why youths should learn first aid and CPR.
Our proposal consist of the analysis of our target audience, research and a breakdown of
our campaign which includes the timeline of the campaign, budget breakdown, as well a few
creative mockups for upcoming advertisements and social media posts.
We hope that this campaign flourishes within the 3 month-long duration and that we achieve
more than the deliverables that we set for ourselves.
2.0 Situational Analysis
Strengths Weaknesses
● Reputable organisation in Singapore ● Is a non-profit organisation

○ Leading first aid training ○ Perhaps not enough funding
provider for their cause

● Focus on charity and reliant on ● CPR and First Aid courses are not
public goodwill free and are above $100
● High social media presence ● There is no much comments or likes
○ Facebook page: 81,987 likes for every post on social media even
○ Instagram: 4104 followers though they have a number of
○ Youtube: 375 subscribers followers
● Frequent updates on their social ● The videos they post on Youtube
media accounts recently are less than 100 views
● Have their own official website ● The course of First Aid and CPR are
● Partnerships with schools and a different course hence it means it
companies like Resort World will be more expensive for people to
Sentosa learn both
● Organises monthly events
● Media coverage
● Receives funding from public and
the government
● It is recognised world-wide
Opportunities Threats
● Existing media sponsor: SMRT ● Other competitors like Singapore

● People trust Singapore Red Cross a First Aid Training Centre
lot because most of their donation ● Community Centres also provides
drives reached their targeted training
amount
● Social media penetration rate in
Singapore
3.0 Communication Objectives

S.M.A.R.T Objective:
Our campaign aims to achieve a 10% increase sign ups on SRC First Aid and CPR courses
through our campaign initiatives via advertising and social media platforms such as Out-of-
home advertising, Facebook and Instagram sponsored post, 3 months from September
2018.
Advertising Objective:
To encourage youths, aged 16 to 25 years old to sign up for Singapore Red Cross First Aid
and CPR courses.
To increase awareness about the importance of learning First Aid and CPR by making an
emotional connection.
4.0 Target Audience Profile/Consumer Insights
Our campaign target audience are youths, ages from 16 to 25 years old. The age range
mainly comprises of students studying in polytechnics, junior colleges, institute of education,
private schools or they are either holding a part time job.
Demographics ● Males and females

● Ages from 16 to 25 years old
● No income or low income
Psychographics ● Active social media users
○ As of January 2017, according to We Are

Social, Digital in Asia Pacific shows that 1.514
billion are active social media users
● Frequently exposed to out-of-home advertising
○ According to Airoutdoor, bus shelter ads reach
92% of the population every week
○ Nearly 26% of customers have visited a
website in response to an OOH advert
○ OOH ads are capable of driving a 38%
increase in mobile engagements with brands
● Regularly turn to traditional media
○ Nielsen Singapore Media Index Report
conducted a survey between July 2016 to June
2017
○ The survey comprises of 4,691 of the
Singapore population aged 15 and above on
their media consumption
○ Results found that the combined readership of
print and online newspapers reached more
than one in two adults (55.9 percent), with
printed newspapers continuing to be the staple
read for more than four in 10 adults
Primary Research
We surveyed a total number of 50 people to find out if people are willing to learn first aid and
if not, why they don’t wish to learn it. 64% of the respondents are from the age ranging from
16 - 20 years and old and 36% falls in the age range from 21 - 25. The survey findings are
as follows:
In summary
From the survey findings, we can see that although 94% knows what Cardiopulmonary
Resuscitation (CPR) is, about 3 quarter of them do not actually know how to perform it.
However, when asked if they would be willing to learn, more than half of them said that given
the chance, they would be willing to learn. From this, we could infer that generally people are
quite open about learning CPR.
On the other hand, 17 respondents answered that they are not willing to learn CPR. Almost
half of that number said that they are not the least interested in learning it. The other reasons
were that learning CPR is either too troublesome or too costly to get certified.
From this, we could infer that for the people who are not interested, even if you were to give
them a huge sum of money, they would rather spend it on something else than learning
CPR. This is either because they do not see the need for it or simply because they have not
encountered any accidents in their lives so they think that they would never use it. Even if
they do, our target audience are usually very reliant on dialing the hotline number in the case
of an emergency.
Secondary Research
According to The Straits Times, the SCDF operations handled about 180,000 emergency
calls, about 500 a day in the year 2017. The number of such calls has increased by 5
percent yearly. From this, we can infer that people are reliant on calling the hotline number
once an accident occurs. This is most likely because they do not know how to perform CPR
or know where the AED kit is stored at in their area. Majority of the cases reported were
related to medical conditions such as chest pain, breathlessness, unconsciousness and
cardiac arrest according to Today Online.
In addition, an average time an ambulance arrives is about 11 minutes in Singapore.

However, in the case of an emergency, the brain cells begin to die after approximately 4-6
minutes with no blood flow. Afterwhich, around 10 minutes those cells will cease functioning
and be effectively dead.
With that, learning CPR can potentially help to extend someone’s life before waiting for the
ambulance to arrive. According to The Straits Times, more bystanders are performing CPR.
There has also be an increase in survival rates among those who suffered cardiac arrests
outside of hospitals, from 11.6 per cent in 2011 to 13.8 per cent in 2014.
Consumer Insights
1. Youths are not interested in learning first aid and CPR because they are reliant to the
emergency hotline number.
2. Youths find first aid and CPR courses to be expensive because they do not have
extra disposable income.
3. Youths are not willing to spend money on courses because even if they have the
money, they rather take the chance of relying on others for help.
5.0 Communication Strategy & Key Messages
Big Idea and Slogan:
Chance Takers are Risk Seekers
Key Message:
Don’t learn first aid through accidents.
Hashtag:
#KickChancesTakeActions
IMC Tools:
Advertising:
Digital
● Facebook Sponsored posts
○ Mum & Kid Video
○ $20/day (340-690 reach per day, 17-110 link clicks)
● Instagram Ads
○ “Imagine a world” posters, Fact posters, Student promotion

○ $20/day (5500-20000 reach, 71-300 clicks)
● YouTube Ads
○ “Hey You!” 15 second ad - Facts on First Aid + CPR in Animation
○ $40/day (Only pay when they watch the entire video or click on the ad)
Out-of-Home
● MRT
○ Concept Train (Chance Takers vs Action Makers)
○ Red Line
○ $8000/week per train for main line
○ Minimum 4 weeks
○ Advertise on 2 trains
● SMRT buses
○ Single wrap single deck SMRT bus (Chance Takers vs Action Makers)
○ Bus 190A and 972A
○ $700/week per bus (Premium)
○ Minimum 12 weeks
● Clear Channel
○ Bus Shelter Ads
○ Split Character (Chance Takers vs Action Makers)
○ Proximity Packs
○ Price TBC
Interactive Marketing:
●Facebook
○Mum & Kid video
○Student Promotion for Standard First Aid with AED / Refresher @ SRC
Academy
●YouTube
○Mum & Kid video
○15 seconds “Hey You!” ad
●Instagram
○“Imagine a World” poster
○Facts poster
○Student Promotion for Standard First Aid with AED / Refresher @ SRC
Academy poster
Sales Promotion:
Based on our survey findings, majority of people were unwilling to sign up for first aid and
CPR courses because they found it too expensive. Hence, to cater to this group of people,
we are proposing a student promotion at 15% off first aid and CPR courses only during the
month of September.
6.0 Communication Tactics: IMC Toolkit
6.1 Digital Advertising
6.1.1 Instagram Posters
6.1.2 YouTube Video Advertisement Storyboard
6.1.3 YouTube & Facebook Video
Video link: https://drive.google.com/file/d/15mRNBkaWHgGKUhnqlZGE5h-

QbioMOo0T/view?usp=sharing
6.2 OOH Advertising
6.2.1 SMRT Concept Train Advertisement
SMRT Concept Train Design
6.2.2 Bus Advertisement

We will be utilizing 4 SMRT single deck buses (190A bus (2) and 972A bus (2)) to be
used for bus advertisement. These buses passed by a lot of Singapore’s landmarks
such as Ngee Ann City, 313 Somersets, Junction 10 and many more. Hence, most
people are likely to board the buses especially since the last station is Dhoby Ghaut.
The route also passes by Red Cross so it tells people that actually the center is not
too far from town because a lot of people finds it inconvenience.
Bus Advertisement Design
Left
Right
6.2.3 Clear Channel Bus Shelter Advertisement (Proximity Packs)
7.0 Budget
Media budget $20,000
Item Costs Total
Digital ● Facebook ($20/day) $7,280

● YouTube ($40/day)
● Instagram ($20/day)
Out-of-Home ● Clear Channel Bus TBC

Shelter (Proximity
Packs)
Grand Total $7,280+
SMRT Media Sponsorship $100,000
Item Costs Total
Out-of-Home ● MRT Concept Train $80,800

($8000/week) main
line
● Single Wrap Single
Deck Bus
($700/week)
Premium
Grand Total $80,800
8.0 Timeline
Month Item
September 1st - 30th September: Advertising on

Instagram, Facebook, YouTube, Single
Wrap Single Deck Bus
1st - 30th September: Student Discount
1st - 30th September: MRT Concept Train
October 1st - 31st October: Advertising on

November 1st - 30th November: Advertising on

9.0 Evaluation
Categories Evaluation
● Number of engagements and impressions

Digital ● Number of shares
● Number of click-through rates (red cross link)
● Survey send out to people who signed up for courses

Out-of-Home
within the 3 month period

SRC Campaign Proposal

Hochgeladen von

Dokumentinformationen

Originaltitel

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

SRC Campaign Proposal

Hochgeladen von

Copyright:

Verfügbare Formate

M332:

1. Chong Wei Ting

All rights reserved © 2018

TABLE OF CONTENTS Page

2.0 Situation Analysis

3.0 Communication Objectives

4.0 Target Audience Profile/Consumer Insights

5.0 Communication Strategy & Key Messages

6.0 Communication Tactics: IMC Toolkit

Appendices: This section should include (but not limited

2.0 Situational Analysis

● Reputable organisation in Singapore ● Is a non-profit organisation

provider for their cause

● Existing media sponsor: SMRT ● Other competitors like Singapore

3.0 Communication Objectives

4.0 Target Audience Profile/Consumer Insights

Demographics ● Males and females

Psychographics ● Active social media users

○ As of January 2017, according to We Are

In addition, an average time an ambulance arrives is about 11 minutes in Singapore.

Big Idea and Slogan:

Chance Takers are Risk Seekers

○ “Imagine a world” posters, Fact posters, Student promotion

6.0 Communication Tactics: IMC Toolkit

6.1 Digital Advertising

6.1.1 Instagram Posters

6.1.2 YouTube Video Advertisement Storyboard

6.1.3 YouTube & Facebook Video

Video link: https://drive.google.com/file/d/15mRNBkaWHgGKUhnqlZGE5h-

6.2 OOH Advertising

6.2.1 SMRT Concept Train Advertisement

SMRT Concept Train Design

6.2.2 Bus Advertisement

Bus Advertisement Design

6.2.3 Clear Channel Bus Shelter Advertisement (Proximity Packs)

Media budget $20,000

Item Costs Total

Digital ● Facebook ($20/day) $7,280

Out-of-Home ● Clear Channel Bus TBC

Grand Total $7,280+

SMRT Media Sponsorship $100,000

Item Costs Total

Out-of-Home ● MRT Concept Train $80,800

Grand Total $80,800

September 1st - 30th September: Advertising on

1st - 30th September: Student Discount

1st - 30th September: MRT Concept Train

October 1st - 31st October: Advertising on

November 1st - 30th November: Advertising on

● Number of engagements and impressions

● Survey send out to people who signed up for courses

Das könnte Ihnen auch gefallen