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M333:

Campaign Proposal
For
SINGAPORE TOURISM BOARD
Class:
E44H
Team Members:
Hannah, Jozua, Aisha, Syakila & Margaux
February 2016
All rights reserved 2015 Republic Polytechnic

TABLE OF CONTENTS

Page

Executive Summary

1.0

Introduction

2.0 Target Audience Analysis

4-5

3.0 Situation Analysis

7-8

4.0 Communication Objectives

M333 Communication Strategies for Event Management

5.0 Communication Strategy: IMC

10-12

6.0 Budget

13

7.0 Timeline

14

8.0 Evaluation

15

9.0

Appendixes

16-30

Executive Summary
The Singapore Tourism Board has launched Singapore Invites - an initiative
by STB to leverage Singaporeans, local residents and overseas visitors as
advocates for Singapore and to lend an authentic voice through a photo
contest. This campaign is ongoing and hence there is a need to develop a
wrap up campaign to act as a closure for this.
Campaign Objective
1. To develop a communication plan that will conclude the Singaporean
Invites initiative.
2. Showcase the breadth and depth of contents generated during the
campaign period, including but not limited to photo submissions, global
videos and the finale video montage.
3. Encourage locals to continue to be advocates of Singapore.
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Problem(s) Faced
1. The lack of awareness of the hospitality that Singapore/Singaporeans can
offer. Travellers who have not visited Singapore before often perceived
Singapore as sanitised, modernised, safe, boring and small.
2. Influencers are usually paid for and are used for a specific time period.
STB would like to catalyse an organically-growing advocate base.

Proposed PR plan should include


Online and mobile communications
Printed Collateral
Partnerships
Event/s

1.0 INTRODUCTION

About: SINGAPORE TOURISM BOARD


The Singapore Tourism Board (STB) is a statutory board under the Ministry
Trade of Singapore. It champions the development of Singapore's
tourism sector, one of the country's key service sectors and economic
pillars, and
undertakes the marketing and promotion of Singapore as a tourism
destination.
Mission
To shape a dynamic tourism landscape for Singapore in
partnership with industry and community
While STB leads in driving tourism development, it cannot do it alone;
continued support from industry players is crucial in ensuring the success
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and sustainable growth of the sector. In the face of growing challenges


such as resource scarcity and increasingly discerning travellers, there is a
need to focus on yield-driven quality growth. As such, STB and tourism
industry players have to work collaboratively to continue to innovate and
create value for visitors. STB also aims to facilitate the sharing of
experiences, expertise and resources among industry players to raise
industry capability and competitiveness, maximise business opportunities
and forge long-term win-win partnerships.
Strong support and active participation from Singapore residents are also
imperative to the tourism sector as they are an integral part of
Singapores identity and appeal. STB will continue to work with tourism
industry partners to nurture public engagement as part of its tourism
development efforts; every local resident is a potential advocate for
tourism and together, their collective ideas and energies can contribute to
the sustainable development of the tourism sector.

Vision
A vibrant and inspiring Destination Singapore that we are proud
of.
It champions the development of Singapore's tourism sector, one of the
country's key service sectors and economic pillars, and undertakes the
marketing and promotion of Singapore as a tourism destination.
The tourism sector currently contributes 4 per cent to Singapores gross
domestic product and supports some 160,000 jobs. Tourism plays an
essential role in reinforcing Singapores status as a vibrant global city that
is a magnet for capital, businesses and talent. It also enhances the quality
and diversity of leisure options for local residents and helps to create a
living environment that Singaporeans can be proud to call home.

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2.0 TARGET AUDIENCE ANALYSIS


Primary Audience:
This age group are young adults and adults who are either working, studying or
both. They are still venturing on what they want to do in life and are establishing
their career journey. At this age, they often like to enjoy life and travel. They tend
to be socially active and also tend to be spendthrift since some of them are not
fully financially independent.

Demographic

Psychographic

Female & Male

Prioritise work and studies

18 - 30 years of age

Know many local aspects as


they live here

Single & Attached

Price conscious

Working adults & Students

Proficient in social media

All races

Like to travel
Peer influence is important
Nightlife: clubbing, partying

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Secondary Audience:
This age group refers to mostly the married couples who have a family of their
own and also the singles who spend most of their time with work and busy
schedule. When having a break from work or their busy schedule, they would
love to spend time with their family if they can afford it. Quality time with their
loved ones are important because of their busy lifestyles.

Demographic

Psychographic

Female & Male

Career-minded with busy


lifestyles

31 - 45 years of age

Decision-making is based on
time and financial sensitivity

All races

Family-oriented

Single & Attached

Price-conscious

Working Adults

Nightlife: bar/restaurants
Family activities: Zoo,
Sentosa, etc

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3.0 SITUATION ANALYSIS


SWOT ANALYSIS:

Strength
One of the countrys key
service sectors and
economic pillars [for
tourism]
Clinched many awards
(more credibility for them)
High following on Social
Media (Your Singapore)
FB: 1,414,537 total Page
Likes.
INSTAGRAM: 55.8k
followers.
Twitter: 38.7K
Received 14,000 global
entries for Singapore
Invites Campaign
5,200 posts on
#SingaporeInvites on
Instagram.

Weakness
Reach to Singaporeans
First time doing a campaign
focused on locals and hence,
they dont know how to get
them on board
Singaporeans are unaware
about the campaign
higher influx of tourists
following them on social
media + SG more interested
about the other events going
on since the campaign
happened over the holidays
(e.g. Christmas, New Year
Eve)

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Opportunity
One week of school
holidays
Chinese New Year public
holidays
Singapore Jazz Festival
Strong following on social
media platforms can be
used for campaign
activities

Threat
Negative perception of
Singapores appeal as an
exciting tourist
destination (labelled safe,
boring, modernised,
small)
Tourism campaigns from
other tourism boards
Other campaigns ongoing
Lack of media coverage
Lack of quality content
Singaporeans skepticism
about the campaign
(might not feel the need
to get involve in this
campaign)

PESTLE ANALYSIS:

Political

Singapore is politically stable


No wars/conflict
Good ties with other politicians overseas

Economical Tourism sector currently contributes 4 per cent to


Singapores gross domestic product and supports
160,000 jobs.
High income country.

Social

Friends have the impact to influence decisions in SG


power to make decisions are now made based on what
people hear from their friends, and what they see
through social media posts
High usage of Social Media

Technologic Highly advanced.


Singapore is a developed country.
al

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Legal

Strict laws are imposed and followed in Singapore


(e.g. Drinking in public places isnt allowed from
10.30pm-7am, Chewing Gum Ban)

Environmen No one litters


Lots of eco-friendly practices (e.g. In supermarkets, they
tal
will ask if you want plastic bag because they want you
to use your own bag)
Ministry of the Environment works relentlessly to
maintain air quality and other environmental factors.

4.0 COMMUNICATION OBJECTIVES


1.

Increase awareness for STB/Your Singapore among Singaporeans.


Social media (FITS)
Event (Truckloads of Love)
Advertisements (Facebook, Instagram Ads and promoted tweets)
Newspapers (Berita Harian, New Paper, TODAY, Lianhe Zaobao, Tamil
Murasu)

2.

Increase awareness for Singapore Invites! Awareness.


Social media (FITS)
Event (Truckloads of Love)
Advertisements (Facebook, Instagram Ads and promoted tweets)
Micro-site
Newspapers (Berita Harian, New Paper, TODAY, Lianhe Zaobao, Tamil
Murasu)

3.

Increase participation rate of the Singapore Invites! from Singapore.


Event (Truckloads of Love)
Advertisements (Facebook, Instagram Ads and promoted tweets)
Newspapers (Berita Harian, New Paper, TODAY, Lianhe Zaobao, Tamil
Murasu)

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5.0 COMMUNICATION STRATEGY: IMC


Key messages:

Recall shared memories here with your


friends/family abroad through the creation
of your personalised postcards now at
Truckloads of Love!
Invite your friends/family abroad over
through Truckloads of Love and create new
memories.
Communicating via:
Event (Truckloads of Love)
Social media (FITS) (Your Singapore accounts)
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Advertisements (FB/IG Ads, Promoted Tweets)


Micro-site
COMMUNICATION TACTICS
1. Interactive marketing (Social media and a micro-site)
Facebook/Instagram/Twitter/Snapchat:

Hashtag #TRUCKLOADSOFLOVESG
Behind the scenes posts
Links to microsite
In-event posts
Guess Wheres The Truck posts
Gifs
Live updates
Personalised snapchat filter

Microsite:
Track the truck (GPS)
What Truckloads of Love is all about
Gallery of winners from Singapore Invites! and previous events
Updates about fringe activities (e.g The Local People arts market. More
details under sponsorship)
Social media widgets

2. PR & Advertising
Facebook/Instagram Ads
Promoted Tweets
Newspapers (Berita Harian, New Paper, TODAY, Lianhe Zaobao, Tamil
Murasu)
3. Sponsorship
SingPost mailing of postcards
Epson/Nikon/Canon printers for the customisable postcards
The Local People for the arts/farmers market and to help publicise
Truckloads of Love
The respective locations hold the events
Singapore Flyer discounted rides and the use of space for event, help
publicise the final conclusion of Singapore Invites! Truckloads of Love
TellyourchildrenxZalora apparels Prizes for lucky draw

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4. Events and experiences


Truckloads of Love event is to have a roving truck, travelling island-wide to
let everyone from every corner of Singapore to get the chance to have the
same experience. At every stop the truck makes, anyone can simply take
a customisable photo and send it to their friends and family abroad
through a poster for free.

Locations:
1.

Airport
Event to kickstart the end of the promotion
Little cards as invites to be distributed.
Visitors to the truck can play games to redeem Changi Airport vouchers.
Games that are traditional in Singapore like Mancala, Chapteh, 5 Stones,
using chopsticks to pick stuffs up and hopscotch.
Meant to introduce the entire event and hopefully with virality.
The trucks will have a video display on the side, pictures and stories of the
winners will be inside.
Rationale:
To welcome the opening of the Truckloads of Love event, the final closing
component of Singapore Invites! Airport can be the starting point to have
a concept that we welcome tourists and bring them to all over Singapore.

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2.
3.
4.
5.

Causeway Point
Jurong East Mall (JEM)
Orchard
Raffles Place
Rationale:
To get the truck to go to heartlands shopping malls which have a high
influx of people and the different areas the truck goes to, will equate to
more postcards written.

6.

Marina Bay, Singapore Flyer


Held at Sky Deck or Greek Theatre.
Collaboration with The Local People.
Organise an arts market with local artistes, eateries etc.
Outdoor screening of footage of winners.
Booth for postcard activity.
Lucky draw- stand a chance to win tellyourchildrenXZaloraSG50 products
and discounts for Singapore Flyer.

6.0 BUDGET
ITEM

DESCRIPTION

COST

Social Media Ads

Promoted Tweets Daily


Budget: $15 (Reach
around 50,000 a day)
Facebook

Twitter: $50 x 14 =
$700
Facebook + Instagram:
100 daily x 14 = $1.4k
Snapchat: Free

Truck Decal Sticker

One wrap sticker for


truck

$2000

Truck Rental

9 days: 24 hours for


put up and tear

24 x 8 = 192
192 x $90 an hour =

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Atrium Rental of Space

down(12 each), 7 for


actual event

$17280

Changi Airport,
Causeway Point, JEM,
Ngee Ann City, Raffles
Place (Exclude SG
Flyer)

Approx. price for each


location: $2, 000.
$2, 000 x 6 = $12,
000.

Green Screen +
lighting

Green screen for photo Amazon: $500.


with lighting set.

Screen (406cm by
350cm) + Projector
(1500 lumens)

For screening videos at $350 + $580 = $930


Flyer

Nikon camera

D500 Nikon Camera

Camera: $649

260gsm Art Card (Gloss


finish)

for the Changi Airport


event, literal invites to
the event, doublesided cards 5 boxes

$16.00 / Box
16 x 6 = $96

Acrylic Box

For the letters

$77 x 2 = $154

Total cost:
Budget: $50, 000

$33,709
** Amount not
inclusive of confirmed
cost of venue space
rental.

7.0 Timeline
Activities

February March

Week

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

Pitch to sponsors, location


and media
Sponsors: Truck, Nikon, The

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April

May

M333 Communication Strategies for Event Management

Local People, SingPost,


TellYourChildrenxZalora
Location: Airport, Singapore
Flyer, (Main wrap-up event)
- Causeway Point, Jem,
Media: Straits Times, Today,
The New Paper.
Social Media advertisements
Facebook: yoursingapore
Ads
Twitter: @visitsingapore
Promoted Tweets
Instagram: @visit_singapore
Snapchat: Filter.
Update social media sites
and microsites:
Twice a week from Early
March to Early April.
Every day during Mid April
till End of April.
Rental of Truck:
6 locations.
8 days from 22nd April to
30th April
Event: Truckloads of Love
23rd April to 29th April
Evaluation of the whole
event

8.0 Evaluation
1. Online surveys (Qualitative)
- We would send out surveys on social media to gather feedback about our
event.
- Things we would ask:
- How did you get to know about the event
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Did you come to the event afterwards

2. Surveys on traditional media (Qualitative)


Place it at the exit of the truck to gather feedback about our event
Things we would ask:
How did you get to know about the event

3. Number of mentions/comments on Social media (Qualitative)


Use keywords
Know how many people are talking about the event
target 5,000.

4. Number of shares/retweets (Qualitative)


Higher shares would mean higher exposure.

5. Impressions (Quantitative)
Number of times our ads (both social and traditional) are exposed to
people.
6. Number of participation/number of people who wrote the card
(Quantitative)
More participation would mean more outreach. When theres a high
outreach, the success of the campaign increase.
7. Focus groups (Qualitative)
Interview a group of people about what they feel about the event successes, failures, what they feel could be improved.
8. Content Analysis (Qualitative)
Accuracy and Quality of content by media
9. Sentiment Analysis (Qualitative/Quantitative)
Comments made by public be it in feedback/online both positive and
negative
Words used by articles (positive/negative)

Appendices:
1. Sample pitch letters
Pitch to sponsors, location and media
Sponsors: Truck, Nikon, The Local People, SingPost, TellYourChildrenxZalora
Location: Airport, Singapore Flyer, (Main wrap-up event) - Causeway Point, Jem,
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Media: Straits Times, Today, The New Paper.

**in all letters, include Brought to you by: Your Singapore Logo, Singapore
Invites Logo, Truckloads of Love logo
1. NIKON
Subject: Wrap-up campaign of Singapore Invites! Collaboration
Dear Management Team of Nikon,
I am Marhan Joshaki, a student from Republic Polytechnic working with Singapore
Tourism Board (STB) for their upcoming wrap-up event of Singapore Invites called
Truckloads of Love that will take place from Mid-March to Mid-May.
About Singapore Invites (SI):
We understand that your organization aims to refine human experiences through
photographs, giving platform for people to express the riches of human
experience. Similarly, SI aims to allow participants of the event to recall shared
memories of what they have experienced here with someone abroad.
A photo contest was launched to gather global photo submissions where
participants invite someone to Singapore from any part of the world they would
like to get in touch with and tell us a dream experience of what they would like to
share with their guest. It has garnered global participation and we had awarded
the top 25 participants free airfare and accommodation in Singapore. For more
information about us, you can visit www.stb.gov.sg
How we can collaborate:
Throughout this collaboration, we would give you publicity about your organization
in our posts and would put you as one of our main sponsors for the event. We
would also have your logo placed at the bottom of our advertising collaterals and
our roving truck which will move around 6 locations island wide in Singapore.
How you can contribute:
In exchange, it would be helpful if you could sponsor us 3 Nikon DSLR cameras that
could be used during our wrap-up event where participants can take photos for
their customised postcards.
I hope that this collaboration would benefit both our organizations. Do contact me so
that we could arrange a meeting and discuss this more elaborately.
Yours Sincerely,
Marhan Joshaki
+65 9876 1234
marhan_joshaki@gmail.com
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2. SINGPOST
Subject: Wrap-up campaign of Singapore Invites! Collaboration
Dear Management Team of Singpost,
I am Marhan Joshaki, a student from Republic Polytechnic working with Singapore
Tourism Board (STB) for their upcoming wrap-up event of Singapore Invites called
Truckloads of Love that will take place from Mid-March to Mid-May.
About Singapore Invites (SI):
We understand that other than being a trusted household name in Singapore, your
organizations value is to be a regional leader in e-commerce logistics and
trusted communications. SI believes that through our wrap-up campaign which
encourages people to recall shared memories in Singapore with their friends and
family abroad through the creation of personalised postcards, it will be able to
help your organization as this campaign connects to people all over the world.
A photo contest was launched to gather global photo submissions where
participants invite someone to Singapore from any part of the world they would
like to get in touch with and tell us a dream experience of what they would like to
share with their guest. It has garnered global participation and we had awarded
the top 25 participants free airfare and accommodation in Singapore. For more
information about us, you can visit www.stb.gov.sg
How we can collaborate:
Through this collaboration, we would give publicity to your organization by having
your logo placed in our advertising collaterals and also our roving truck which will
showcase your organization as one of our main sponsors. Our roving truck will
move around 6 locations, island wide in Singapore.
How you can contribute:
In exchange, it will be great if you can help out by sponsoring to mail the
customised postcards collected throughout the 6 locations, worldwide for free.
Your consideration is greatly appreciated. We will call you in the next week to
answer any questions you may have and set up a time and date to discuss
further about this.
Yours Sincerely,
Marhan Joshaki
+65 9876 1234
marhan_joshaki@gmail.com
3. THE LOCAL PEOPLE

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Subject: Wrap-up campaign of Singapore Invites! Collaboration
Dear Management Team of The Local People,
I am Marhan Joshaki, a student from Republic Polytechnic working with Singapore
Tourism Board (STB) for their upcoming wrap-up event of Singapore Invites called
Truckloads of Love that will take place from Mid-March to Mid-May.
About Singapore Invites (SI):
We understand that The Local People is a platform for young brands from Singapore
to carve out their place in the market. We believe that your involvement in our
campaign will be of great help to us as our primary target audience is 18 to 30
years old.
SI wrap-up campaign is all about encouraging people to recall shared memories in
Singapore with their friends and family abroad through the creation of
personalised postcards. This campaign will end off its event at Singapore flyer,
where your store will be located at. This will allow not only Singaporeans, but
people abroad to know what our local brands can offer and in addition increasing
awareness of your brand.
The main campaign, which is a photo contest was launched to gather global photo
submissions where participants invite someone to Singapore from any part of the
world they would like to get in touch with and tell us a dream experience of what
they would like to share with their guest. It has garnered global participation and
we had awarded the top 25 participants free airfare and accommodation in
Singapore. For more information about us, you can visit www.stb.gov.sg
How we can collaborate:
Through this collaboration, we would give publicity to your organization by having
your logo placed in our advertising collaterals and also our roving truck which will
showcase your organization as one of our sponsors. Our roving truck will move
around 6 locations, island wide in Singapore.
In addition, we will take care of your rental so you will be able to do your business
there, for free.
How you can contribute:
In exchange, it will be great if you can sell your products featuring Singapore
brands, items at Singapore Flyer in collaboration to our wrap-up campaign.
Your consideration is greatly appreciated. We will call you in the next week to
answer any questions you may have and set up a time and date to discuss
further about this.
Yours Sincerely,
Marhan Joshaki

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+65 9876 1234
marhan_joshaki@gmail.com
4. TellYourChildrenxZaloraSG50
Subject: Wrap-up campaign of Singapore Invites! Collaboration
Dear Management Team of Zalora,
I am Marhan Joshaki, a student from Republic Polytechnic working with Singapore
Tourism Board (STB) for their upcoming wrap-up event of Singapore Invites called
Truckloads of Love that will take place from Mid-March to Mid-May.
About Singapore Invites (SI):
We understand that Zalora is an online local fashion brand targeting the young and I
believe your current target audience is somehow in line with our primary target
audience for our wrap-up campaign 18 to 30 years old. Furthermore, your
collaboration with Tell Your Children (TYC) for SG50 will highlight the local
element of this campaign.
SI wrap-up campaign is all about encouraging people to recall shared memories in
Singapore with their friends and family abroad through the creation of
personalised postcards and we too have a roving truck driving island wide in
Singapore to bring awareness to this campaign.
The main event, which is a photo contest was launched to gather global photo
submissions where participants invite someone to Singapore from any part of the
world they would like to get in touch with and tell us a dream experience of what
they would like to share with their guest. It has garnered global participation and
we had awarded the top 25 participants free airfare and accommodation in
Singapore. For more information about us, you can visit www.stb.gov.sg
How we can collaborate:
Through this collaboration, we would give publicity to your organization by having
your logo placed in our advertising collaterals and also our roving truck which will
showcase your organization as one of our sponsors. Our roving truck will move
around 6 locations, island wide in Singapore which will help in increasing
awareness for your brand.
How you can contribute:
In exchange, it will be great if you can help out by sponsoring your products to the
lucky winners of our lucky draw.
Your consideration is greatly appreciated. We will call you in the next week to
answer any questions you may have and set up a time and date to discuss
further about this.

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Yours Sincerely,
Marhan Joshaki
+65 9876 1234
marhan_joshaki@gmail.com
5. Singapore Flyer
Subject: Wrap-up campaign of Singapore Invites! Collaboration
Dear Management Team of Singapore Flyer,
I am Marhan Joshaki, a student from Republic Polytechnic working with Singapore
Tourism Board (STB) for their upcoming wrap-up event of Singapore Invites called
Truckloads of Love that will take place from Mid-March to Mid-May.
About Singapore Invites (SI):
We understand that the Singapore flyer is one of Singapores main tourist
attractions and is set to be one of Asias biggest tourist attractions. We believe
that through our wrap-up campaign, we can help you to achieve that and we
believe that we can reach out to both the campaign primary and secondary
target audience ranging from 18 to 30 years old and 31 to 45 years old,
respectively if we collaborate with you.
SI wrap-up campaign is all about encouraging people to recall shared memories in
Singapore with their friends and family abroad through the creation of
personalised postcards and we too have a roving truck driving island wide in
Singapore to bring awareness to this campaign.
The main event, which is a photo contest was launched to gather global photo
submissions where participants invite someone to Singapore from any part of the
world they would like to get in touch with and tell us a dream experience of what
they would like to share with their guest. It has garnered global participation and
we had awarded the top 25 participants free airfare and accommodation in
Singapore. For more information about us, you can visit www.stb.gov.sg
How we can collaborate:
Through this collaboration, we would give publicity to your organization by having
your logo placed in our advertising collaterals and also our roving truck which will
showcase your organization as one of our main sponsors. Our roving truck will
move around 6 locations, island wide in Singapore to increase the publicity of our
campaign, especially the finale which will be held at Sky Deck.
How you can contribute:
In exchange, it will be great if you can:

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1. Sponsor the place for us to hold our event where we will organise an arts market,
outdoor screening of footage of winners, a booth for postcard activity and a lucky
draw.
2. Offer discount for a ride at Singapore Flyer to the lucky winners of the lucky
draw.
Your consideration is greatly appreciated. We will call you in the next week to
answer any questions you may have and set up a time and date to discuss
further about this.
Yours Sincerely,
Marhan Joshaki
+65 9876 1234
marhan_joshaki@gmail.com
6. Respective Locations (eg Jem)
Subject: Wrap-up campaign of Singapore Invites! Collaboration
Dear Management Team of Jurong East Mall,
I am Marhan Joshaki, a student from Republic Polytechnic working with Singapore
Tourism Board (STB) for their upcoming wrap-up event of Singapore Invites called
Truckloads of Love that will take place from Mid-March to Mid-May.
About Singapore Invites (SI):
We recognised that Jurong East Mall (JEM) is among one of the popular heartland
malls in Singapore and with that we believe that your mall is the one of the
perfect place for our roving truck to make a pit stop.
SI wrap-up campaign is all about encouraging people to recall shared memories in
Singapore with their friends and family abroad through the creation of
personalised postcards and we too have a roving truck driving island wide in
Singapore to bring awareness to this campaign.
The main event, which is a photo contest was launched to gather global photo
submissions where participants invite someone to Singapore from any part of the
world they would like to get in touch with and tell us a dream experience of what
they would like to share with their guest. It has garnered global participation and
we had awarded the top 25 participants free airfare and accommodation in
Singapore. For more information about us, you can visit www.stb.gov.sg
How we can collaborate:
Through this collaboration, we would give publicity to your organization by having
your logo placed in our advertising collaterals and also our roving truck which will
showcase your organization as one of our sponsors. Our roving truck will move
around 6 locations, including JEM, island wide in Singapore.

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You can also expect more people to head over to JEM during the day our truck make
a stop.
How you can contribute:
In exchange, it will be great if you can help out by sponsoring us free rental space
for a day for us to place our truck.
Your consideration is greatly appreciated. We will call you in the next week to
answer any questions you may have and set up a time and date to discuss
further about this.
Yours Sincerely,
Marhan Joshaki
+65 9876 1234
marhan_joshaki@gmail.com
7. Straits Times (Jalelah Abu Bakar)
Subject: Singapore Invites! coming to an end with Truckloads of Love this
coming April 2016!
Dear Ms Jalelah,
I am Marhan Joshaki, a student from Republic Polytechnic working with Singapore
Tourism Board (STB) for their upcoming wrap-up event of Singapore Invites called
Truckloads of Love that will take place from Mid-March to Mid-May.
I read the article that you wrote on Singapore Invites, titled Share a slice of
Singapore, invite guests from abroad and Little-known gateway to a sea view
which I find informative and clear. For this reason, I would love if you would
create a pre-publicity for Truckloads of Love which is a wrap-up campaign to
Singapore Invites.
SI wrap-up campaign is all about encouraging people to recall shared memories in
Singapore with their friends and family abroad through the creation of free
personalised postcards where they can take a photo at a booth in our roving
truck and design their postcards. On behalf of them, we will be mailing them for
free. Our roving truck will be driving island wide in Singapore to reach out to the
whole of Singapore.
I believe you are the perfect journalist to cover this wrap-up campaign as you know
more about Singapore Invites and I would be most happy to speak with you to
discuss story angles on how Truckloads of Love touches on people-centricity from
Singapore to people abroad.

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M333 Communication Strategies for Event Management


For more information about us, you can visit www.stb.gov.sg or call me +65
98761234 for more enquiries.
Yours Sincerely,
Marhan Joshaki
+65 9876 1234
marhan_joshaki@gmail.com
8.

Today (Raymond Tham)

Subject: Truckloads of Love; a wrap up campaign to Singapore Invites! this


April 2016
Dear Mr Raymond,
I am Marhan Joshaki, a student from Republic Polytechnic working with Singapore
Tourism Board (STB) for their upcoming wrap-up event of Singapore Invites called
Truckloads of Love that will take place from Mid-March to Mid-May.
I read the recent article that you wrote on rare astronomical event which is going to
occur in Singapore, which I find it really interesting. I also noticed that you cover
variety of stories ranging from Technology to Singapore and also Entertainment.
I would really appreciate it if you are willing to cover this event as a pre-publicity to
let Singaporeans know about our wrap-up campaign.
SI wrap-up campaign or also known as Truckloads of Love, is all about encouraging
people to recall shared memories in Singapore with their friends and family
abroad through the creation of free personalised postcards where they can take
a photo at a booth in our roving truck and design their postcards. On behalf of
them, we will be mailing them for free. Our roving truck will be driving island
wide in Singapore to reach out to the whole of Singapore.
As for the coverage, I would be most happy to speak with you to discuss story
angles on how Truckloads of Love touches on people-centricity from Singapore to
people abroad.
For more information about us, you can visit www.stb.gov.sg or call me +65
98761234 for more enquiries.
Yours Sincerely,
Marhan Joshaki
+65 9876 1234
marhan_joshaki@gmail.com
9.

The New Paper (Seow Yun Rong)

2015 RP/CEC/M333/AY2015-16S2 Page 23

M333 Communication Strategies for Event Management


Subject: Bringing people together with a wrap up campaign to Singapore
Invites! this coming April!
Dear Ms Seow,
I am Marhan Joshaki, a student from Republic Polytechnic working with Singapore
Tourism Board (STB) for their upcoming wrap-up event of Singapore Invites called
Truckloads of Love that will take place from Mid-March to Mid-May.
I read your recent article titled Cinderella the mutt gets her happily ever after
which really touched my heart and similar to this article, I hope you would be
able to do a write up on Truckloads of Love as a pre-publicity which will leave
people feeling warm and touched.
SI wrap-up campaign or also known as Truckloads of Love, is all about encouraging
people to recall shared memories in Singapore with their friends and family
abroad through the creation of free personalised postcards where they can take
a photo at a booth in our roving truck and design their postcards. On behalf of
them, we will be mailing them for free. Our roving truck will be driving island
wide in Singapore to reach out to the whole of Singapore.
As for the coverage, I would be most happy to speak with you to discuss story
angles on how Truckloads of Love touches on people-eccentricity from Singapore
to people abroad.
For more information about us, you can visit www.stb.gov.sg or call me +65
98761234 for more enquiries.
Yours Sincerely,
Marhan Joshaki
+65 9876 1234
marhan_joshaki@gmail.com

2015 RP/CEC/M333/AY2015-16S2 Page 24

M333 Communication Strategies for Event Management

2. Sample posters/marketing communication collateral


SOCIAL MEDIA:

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2015 RP/CEC/M333/AY2015-16S2 Page 26

M333 Communication Strategies for Event Management

(MICRO-SITE)

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POSTCARD LAYOUT

Front:

Chosen Background Picture + Design + Customisations


Singapore Invites! logo + Your Singapore Logo (bottom left)
Back:

Standard Postcard layout


Truckloads of Love logo (left half of card-centred)
POTENTIAL POSTCARD DESIGN BACKGROUND

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M333 Communication Strategies for Event Management

ROVING TRUCK

(EXTERIOR)

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M333 Communication Strategies for Event Management

(INTERIOR)

(ON TOP OF THE TRUCK: BACK AND FRONT RESPECTIVELY)

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Contributors Page
Item/Name of
student
In charge
Creatives

Name of
student
Margaux
Levy
Margaux
Levy

Name of
student

Name of
student

Name of
student

Name of
student

Hannah See

Jozua Zhang

Aishaidatina
Yanti
Aishaidatina
Yanti

Nurul
Syakila
Nurul
Syakila

Margaux
Levy
Margaux
Levy

Hannah See
Jozua Zhang

Aishaidatina
Yanti

Nurul
Syakila
Nurul
Syakila
Nurul
Syakila

Logistics
Designer
Research

Hannah See

Scribers
Pitchers

Jozua Zhang
Margaux
Levy

Hannah See

Jozua Zhang

2015 RP/CEC/M333/AY2015-16S2 Page 31

Aishaidatina
Yanti

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