THE PROPOSAL Lisa, Hidayah - PowerPoint Presentation

Slide1

THE PROPOSAL

Lisa,

Hidayah

, Jannah, Natasha & Putri

The Team:

Slide2

one

two

three

The SituationProposed Ideas

Budget

four

Timeline

Stage

five

Evaluation

Slide3

What You Want

Demonstrate

Goods/services that are affordable to the public

Moderate

The high cost of living

Impact

Lives of a broad segment of Singaporeans

Compelling

Capture their hearts and minds

Slide4

Key Message

NTUC Social Enterprises’ Big Value Bag

moderates cost of living for Singaporeans via an array of attractive offers that is not only affordable but also of

good quality

Slide5

Audience profile

Brandon is a 25 year old

fresh graduate.

As he is still studying and working part-time, Brandon has a low income and often finds himself burdened by his education fees.In his free time, Brandon goes on digital media.

Slide6

Audience profile

Cindy and Tim are white collar professionals in their early 30s. They are

parents of two primary school children and they live with Cindy’s parents

.With the rising cost of living, they find it a struggle to support their family. They frequently get their source of news and entertainment from digital and traditional media.

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CONSUMER INSIGHTS

I’m worried I am unable to handle the expensive medical bills

I’m insecure about my current personal savings.

How much can

I get out of it in future

?

I’m worried about bringing

up my

kids’ in the years to come

Slide8

Other Competitors:

Daily Essentials:

Sheng Siong

Education & Learning: MindChamps preschoolHealth & Wellness:

NCSSFinancial Protection:

AIA

Target audience consume both traditional and digital media

Wider reach and frequency

OPPORTUNITIES

THREATS

Diversity in goods/services

Strong brand awareness

Well-established in Singapore

People views NTUC as only a supermarket

STRENGTH

WEAKNESS

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OUR PROPOSED IDEAS

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OPTION A

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YOUTUBE ADVERTISEMENTS

15 Seconds YouTube ad

Series covering every aspect

Slide12

A typical day at NTUC

FairPrice

Lady A pays for her groceries

Lady B comes with trolley filled with

FairPrice

housebrand

products

Reveals both ladies paid for the same for different amount of items bought

Lady A being shock at the difference in prices

Big Value Bag logo

1

2

3

4

5

6

Slide13

Scene shows a cup of kopi from

a few months

1

2

Scene shows a cup of kopi

now

3

4

Reveals prices for both coffee

90

¢

Big Value Bag logo

90

¢

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YOUTUBE COLLABORATION

ClickNetworkTV’s

Foodporn series is hosted by Irene Ang

Irene visits one of the Foodfare outlets and reviews a dishSpecial episode with her childrenIn conjunction with SG50 : Cheap local dishes

$50 Foodfare

vouchers giveaway

ClickNetworkTV

is the 2

nd

most subscribed

channel with

118.5M views

Series:

Foodporn

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REWARD CARD

Buy any house brand products & earn pointsCollect points for different prizes

Prizes include: Kitchenware set

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TWITTER AD

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TWITTER AD

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FACEBOOK AD

Bringing you greater value, made to make life better! Enjoy the benefits for NTUC products and services today.

Big Value Bag. Made for Singapore

ntucenterprise.sg

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OPTION b

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WAHBANANA

#1 Most subscribed YouTube channel in Singapore

YoutTube

: 534,826

Facebook: 130k

Twitter: 6,746

Instagram: 44.9k

NIGHT OWL CINEMATICS

#3

Most subscribed YouTube channel in

Singapore

YoutTube

: 374,518

Facebook: 46k

Instagram: 93.4k

TREEPOTATOES

#5

Most subscribed YouTube channel in Singapore

YoutTube

:

306,902

Facebook: 33k

Twitter: 4,440

Instagram: 33.7k

CONSIDER FURTHER YOUTUBE COLLABORATIONS

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MR BROWN

Lifestyle

Facebook: 23k

Twitter: 183k

Instagram: 16.7k

CHUBBY HUBBY

Food, kids, travel & style

Facebook: 1,887

Twitter: 3,355

Instagram: 3,676k

CHEEKIEMONKIE

Travel & parenting

Facebook: 9,876

Twitter: 449

Instagram: 2,067

CONSIDER FURTHER

Blogger COLLABORATIONS

CHERYL TAY

Healthh

& fitness

Facebook: 16k

Instagram: 10.6k

YouTube: 337

GERI TAN

Food, cooking & lifestyle

Facebook: 908

Twitter: 63

Instagram: 938

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SOCIAL MEDIA CAMPAIGN

20SGD Cooking Challenge

Cook up a meal for a family of 5Post an

image along with the receipt, with the hashtag #20SGDCOOKSCriteria: Healthy dishesMost number of ‘Likes’

Within $20Hashtag

must be present

At least 1 main and 1 side

1st

place -

$250

NTUC

fairprice

vouchers

2nd

place -

$150

NTUC

fairprice

vouchers

Consolation (3 places) -

$50

NTUC

Fairprice

vouchers

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BUDGET

YouTube Ads Production

$3,000

YouTube Collab$300

Social Media Ad

$1,000

Prizes

$700

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OVERVIEW

YouTube ad

Social media interaction

Social media ad

YouTube

collab

teaser

YouTube ad

Social media competition

Social media interaction

Social media ad

YouTube

collab

release

YouTube ad

Competition judging

Announcement

Social media interaction

Social media ad

YouTube ad

Social media interaction

Social media ad

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September

TIMELINE

Inform nuggets of useful info

Trivial facts about NTUC Enterpris’s ServicesTeasers on upcoming competitionRelease of Then vs Now

2 times a week

3 times a week (prime time)

At least 1 photo a week

October

One month long Facebook competition

YouTube

collab

teaser

4

times a week

5

times a week (prime time)

Once a day

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TIMELINE

November

Judging month for competition

Announcement of winners (1st half of Nov)Release YouTube collab

4

times a week

5 times a week (prime time)

Once a day

December

Release of 15 second YouTube ad

Information of BVB

2 times a week

3 times a week (prime time)

At least 1 photo a day

Slide27

EVALUATION

Media Monitoring

Print and broadcast

OnlineSocial media and new media

Survey

Gather feedback from target audience

Statistics

Number of submissions for competition

Number of shares, likes and retweets on social media