Comm2383 Asm 3 Cao Nha Dinh Sarah Plevik Nguyen Ba Tue Linh

COMM2383_Assessment 3
Jovie
Social Media Strategy for Body by

ASSESSMENT COVER PAGE
&
where
COMM2383_New Media, New Asia
Course Code
RMIT Saigon South Campus
Name:
03
Location
Ms. Nguyen Hong Hai Dang
you study:
Class
Name:
name:
Cao Nha Dinh

Sarah Plevik
Nguyen Ba Tue Linh
s3575684@rmit.edu.vn
Body by Jovie
39 pages
Group:
Lecturers
Student
Student email
address:
4,726 words (excluding cover page and references)

Client chosen:
Number of Pages:
(including this one)
Word Count:
Jovie
SOCIAL MEDIA STRATEGY

for
I. CAMPAIGN BACKGROUND
Body by Jovie is a boutique gym situated in a residential apartment
complex in the Ph M Hng area of District 7, Ho Chi Minh City. The gym
aims to provide a personalized and professional service to its customers
via certified trainers. Services include:
Personal training services
Yoga classes
Pilates classes
Bootcamp and
TRX Training
Nutrition consultation
A. LOCATION
The Ph M Hng area is described as new-urban complex which is
home to around 15,000 expats; becoming the most populated area of
foreigners within Ho Chi Minh City (Phu My Hung.vn, 2016). The price of
property in the area means that only wealthy individuals and families can
purchase properties (Douglass and Huang, 2007). To accommodate for
this market, the area has been infused with international services
advertised as being at a global standard (Douglass and Huang, 2007).
Being located in this area is beneficial for Body by Jovie as their services
are targeted at affluent individuals who can afford to pay for more
expensive services. Body by Jovie has also taken into account its potential
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target audience by producing content in both English and Vietnamese and

having staff of both languages.
B. CLIENTELE
The current clientele of the gym range from business professionals to
stay-at-home-mums within the 26-56 age range. They can be described as
affluent individuals mostly located within Ph M Hng or neighbouring
districts. The gym attracts both expats and Vietnamese locals interested
in fitness who can afford a premium service.
C. COMPETITORS
The gyms main selling point and point-of-difference when compared to its
competitors is its professionally trained and certified staff. Therefore,
competitors have been identified not based on similarity of service, as
Body by Jovie far exceeds in this area, but on market share of clientele in
Saigon. The competitors, as identified by the client, are California Fitness
& Yoga, Fit24 and Nutrifort Fitness who also have four locations in Ho
Chi Minh City. While these competitor gyms can offer services at lower
prices with larger spaces, Body by Jovie emphasizes quality over quantity
and relies on its quality of service as a selling point rather than price.
D. CURRENT SOCIAL MEDIA STRATEGY
Body by Jovies current social media presence is featured on some of the
traditional social media networks such as Facebook and Instagram. There
is however no distinct strategy or common theme among the content
posted other than it being related to the gym and fitness. Content is
published in both Vietnamese and English attracting both expats and
Vietnamese locals to engage with it.
A breakdown of the current social media presence can be found below:
Facebook page with around 1500 likes (@bodybyjoviegym)
Instagram page with around 570 followers (@bodybyjovie) and
Trip advisor page with 19 reviews and a 5-star rating
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Website is not currently active but is advertised on all media
platforms (http://bodybyjovie.com/)
E. STRENGTHS & WEAKNESSES
Strengths:
Certified personal trainers and experienced yoga instructors
Professional, experienced and result-driven fitness solutions
Small-sized classes with more personal attention
Consultation prior to registration for customized programs
Privacy for customers, provided by the gyms size, exclusiveness

and its ambience--
Quality of facilities
Individuality of service as boutique gyms are still an emerging

market in Vietnam
Weaknesses:
Lack of communication strategy leads to a low awareness amongst

target audience
Current broad marketing strategy fails to target a specific target

audience leading to a misunderstanding of the gyms value
Prices are higher than sectors average and not flexible
II. STRATEGIC COMMUNICATION CHALLENGE

Body by Jovie currently uses a macro-targeting strategy whereby its
audience havent been adequately identified or defined. This results in
general and broad content that isnt tailored to its target audience.
Therefore, Body by Jovie needs a comprehensive, micro-targeting social
media strategy that can highlight its positioning and drive sales most
effectively. As we have discussed, residents of the Ph M Hng area are
affluent individuals who can afford Body by Jovies services; the challenge
is to first increase awareness and then communicate Body by Jovies
expert status.
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III. KEY INSIGHTS

A. FITNESS SECTOR
-
Current exercising trends: Fitness is the worlds biggest sport

with 61% of regular exercisers doing gym-type activities (Nielsen
2014).
Top drivers for exercising: Getting and maintaining health is the
main reason for people to exercise. According to Nielsen (2014), it
delivers higher attendance than the more superificial goals relating
to appearnce.
TOP DRIVERS FOR EXERCISING

40%
32%
28%
Figure 1. Adapted from Nielsen 2014.

-
Ideal exercising experince: Fun and convenience are key drivers

regardless of age. Exercisers between 18-34 years old prefer
challenging experiences and vice versa (Nielsen 2014).
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THE IDEAL FITNESS EXPERIENCE IS

31%
23%
23%
17%

-
Exercising locations: Large multi-purpose fitness facilities remain

the most popular venue (Nielsen 2014). However, they are losing
market share quickly to boutique gym, as this new model is
becoming a global phenomenon that is disrupting the mainstream
health club industry (O Rourke 2015). The main factors of
exercisers consideration when choosing boutique gym are as below:
WHY PEOPLE GO TO BOUTIQUE GYM

63%
47%
40%
29%
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B. SOCIAL MEDIA
Digital trend:
-
According to Nielsen (cited by Doan 2016), in 2015, Vietnameses

spend an average of 24.7 hours per week online for personal
purposes.
Smartphone is increasingly popular in Vietnam, as smartphone
ownership increased from 11% to 82% of population within three
years (Nielsen 2014). This highlights the demand for mobile-friendly
content accross social media channels.
Social Media Trend

-
The number of social media users is increasing dramactically, with

more users access social media sites through mobile (We Are Social
2016).
Figure 4. Reproduced from We Are Social 2016.

-
Facebook remains the most popular social network platform, wtih

29% national penetration (We Are Social 2016).
IV. TARGET AUDIENCE

A. OVERVIEW:
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Body by Jovies optimal target audience for its social media strategy is 2535 year-old professionals and stay-at-home mums living or working in
district 7, who can afford both time and money for Body by Jovies
services. They need to be knowledgeable and serious about their health
enough to appreciate the gyms emphasis on quality over quantity. These
affluent exercisers also have high standards and are willing to pay extra
for the services that deliver fitness, wellness and a deluxe experience
(O Rourke 2015) like Body by Jovie.
B. DETAILED DESCIPTION:
SEGMENT
S
Geographi
TARGET AUDIENCE
Country: Vietnam.
City: HCM.
District: living or working in district 7.
Gender: Male & Female.

Age Group: 25-35 years old.
Occupation:
Stay-at-home mums as primary target audience.
Demograp
Professionals as secondary target audience.
Personal/Family Income: Class A4 and above of
hic
Household Income Band Classification System
Overview, which is equivalent to 75,000,000 149,999,999 VND and above (Nielsen 2014).
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Psychogra
phic
Lifestyle: healthy, moderate, stable.

Personal Characteristics:
o Composed
o Disciplined
o Knowledgeable
o Solitude-oriented
o Open-minded
o Have high standards
Consumer Characteristics:
o Attracted to high-quality products and services
o Result-oriented
o Have good awareness of personal health and
o
o
o
o
Behaviora
l
appearance
Active in seeking information
Familiar with technology
Independent from trends
Drawn to recommendations of experts and
experienced, alike customers

Benefit Sought:
o Quality of services and facilities
o Safety upon training
o Customized program
o Personalize attention and care
o Real & lasting results
o Privacy, solitude and relaxation
Readiness Stage:
o Good knowledge of health & fitness
o No awareness of brands positioning and uniqueselling points
o Willing to pay for premium services (O Rourke
2015)
Usage Rate: At least 2-3 times a week.
C. INSIGHT INTO TARGET AUDIENCE

These people know that they are financially capable to afford the most
premium fitness services, and loathe businesses that are too salesoriented because they stake their health very seriously. They are thus
require, and willing to pay extra prices for, an assurance that they are
under good hands of dedicated experts who committedly care about their
well-being.
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V. OBJECTIVES
CLIENTS OBJECTIVES:
Increase traffic throughout the day time hours currently there is
little traffic at this time due to working hours of clientele base

Communicate the benefits of emphasizing quality over quantity and
the exclusiveness of the gym

To target a younger audience (20-26) that currently dont attend the
gym i.e university students
INFORMATIONAL:
To increase by 40% the awareness of Body by Jovie among target

audience by September 2017.
ATTITUDINAL:
To generate the positive perception of Body by Jovie as the best

boutique gym of the sector among 20% of target audience by
October 2017.
BEHAVIORAL:
To increase traffic of current customers within the gym during the
hours of 10 to 3 by 20% by December 2017.

To increase sales by 5% by December 2017.
VI. KEY MESSAGE

Body by Jovie is dedicated and committed to the health and fitness of
their customers on an expert level.
VII. STRATEGIC APPROACH:
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A. COMMUNICATION GOAL: Build Body by Jovies image as the fitness

expert, with not only investment into facilities and certified trainers but
also deep, profound knowledge about health and fitness and dedicated
commitment.
B. APPROACH:
Using a content marketing approach, Body by Jovie should offer contents
that add value to the online experience of its target audience, contents
that the gyms potential customers would find helpful, relevant and share
with others. These contents should educate consumers, show them the
best practice, give them information, answer their questions and solve
their problems (Jefferson & Tanton 2013). More importantly, they should
effectively demonstrate Body by Jovies knowledge and expertise.
This practice of becoming a publisher of the field, or a fitness
expert, would help Body by Jovie to establish credibility, develop an
online reputation, and become the go-to person of its target audience
for the health and fitness field (Gunelius 2011)
Demonstrations can include:
Providing highly relevant, instructional and informative fitness content
Testimonials / endorsement from satisfied users / successful exercisers at
Body by Jovie
One exemplary case of this approach was LEGOs campaign Builders of
Tomorrow, in which LEGO established a website to provide parents with a
large amount of information and tips to nurture creative play at home, as
well as parenting advices from child development experts. The results
stated by PR Council (n.d.) was hundreds of news coverages, translating
to 92,186,083 impressions, and 5,000 unique monthly visitors with 17,000
pages viewed.
VIII. MEDIA STRATEGY

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The media strategy will involve a three-fold approach in order to target

both our primary and secondary audiences simultaneously. Channels used
include:
A. BLOG
Put it simply, a blog is a Web site where the author (called a blogger)
published entries (called posts) that are typically displayed in reverse
chronological order and stored in dated archives (Gunelius 2011)
1. Function
We will develop a blog for Body by Jovie as its main website and source of
information. This blog will also archive all informative, instructional fitness
articles designed by Body by Jovie.
2. Strengths and Benefits
We have chosen the form of the blog as it is a low cost option compared to
an actual website. Yet blog is a very flexible platform that allows extensive
customization. It is also great for relationship-building (Gunelius 2011), as
blog is highly interactive and encourages two-way communication
between customers and the business.
Being search-engine friendly, a blog can help Body by Jovie reach out and
build its image effectively among a much wider public than just their
Facebook followers.
3. Content Suggestions and Scheduling
All information about Body by Jovie, including but not limited to staff bios,
services, schedules etc. should be updated onto the blog. These important
information is to be updated frequently and immediately.
For demonstrating expertise, Body by Jovie can write informational fitness
and health articles that provide tips, meal plan, etc. Concise, step-by-step
instructional fitness articles can also be highly appealing, as home
exercising
is
becoming
more
popular
as
complement
to
gym
participation, rather than replacing it (Nielsen 2014). These articles can be

reproduced or collected from other sources with proper citing. To maintain
consistency, there should be two-three articles per month.
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Body by Jovie can also promote and drive traffic to this blog through
Google Ads that runs throughout the months.
4. Budget Investment
Based on Start WordPress Blog (n.d.), the cost of running a blog
throughout a year can be approximately broke down as below:
Web Hosting
Domain Name
Blogging
one-year registration and $3.96
USD for three-year registration.

10-12$ per year.
Free if the blog is signed up with
Bluehost.
Free for most popular software
such as WordPress.org or Wix.com.

A one-time cost of $25-$90 USD for
Software
Theme
Bluehost: $6.95 USD / month.

Hostgator: $5.56 USD / month for
premium theme with several

features.
In addition to these costs will be an investment of $100 USD per month

for Google Ads.
5. Estimated ROI after 6 months (subjected to actual contents
quality)
Blog visit: About 1500-2000 visits per month (based on Google
Adss reach and performance of other channel)

Engagement per article: 10-20 engagements
comments, shares, likes)

Daily potential reach of Google Ads: +49 clicks & +11,000
(including
impressions for a budget of $3 USD per day for Search Network

options and the following keywords:
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Figure 5. Reproduced from Google AdWords 2016.
Figure 6. Reproduced from Google AdWords 2016.

B. YOUTUBE
With Vietnams highest prevalence of online video viewing among other
Southeast Asia countries, and Vietnameses preference for video content
(Nielsen 2014), Youtube in undoubtedly a key channel for Body by Jovie.
1. Fuction
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Youtube is by far still the most popular platform to archive videos with
approximately 300 hours of video uploaded every minute (Fleiss 2015). It
can thus be utilized to archive Body by Jovies informative, instructional
contents that are designed under the format of a video.
2. Strengths & Benefits
Youtubes videos are searchable within the channel and on search
engines, using keywords and search phrases (Rich 2013). Viewers can also
share these videos across a variety of platforms. It is thus easy for Body
by Jovies content to reach a wide pool of its target audience, who often
actively search for home exercising instructions.
Youtubes
comment
and
like
feature
also
encourage
two-way
communications, and its subscribe feature is best to build customer

loyalty.
As stated above, Body by Jovie can assist home exercising practices by its
instructional fitness content. Step-by-step instructional videos would
perfectly complement the blogs articles, as their link can be inserted to
each
blog
entry.
This
type
of
instructional
video
performed
by
professionals is especially rare in Vietnam, so by integrating translations

into the videos to make it accessible to Vietnamese target audience, Body
by Jovie can bring to this new market a competitive channel. Exemplary
channels of such videos are: Swequity, TheHinhOnline, etc.
The optimal schedule for this type of video content would be one-two
video per month.
The cost of maintaining a Youtube channel is none, as Youtube is a free
channel for everyone to create an account and upload videos (Rich 2013).
However, there would be a one-time cost for Body by Jovie to invest in a
camera capable of shooting high-resolution videos (HD 1080p preferably),
like a digital camera for example.
A one-time cost for a video editing software must also be included, with a
variety of options ranging from free to approximately $50 USD for an
amateur software.
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5. Estimated ROI after 6 months (subjected to actual contents

quality)
Number of subscribers: 4,000 subscribers

View per post: 1,000 views
C. FORUM
Body by Jovies target audience is more likely to rely on and listen to thirdparty sources of information. To address this, we intend to piggy-back off
famous forums to promote our blog and services, such as
Web Tr Th (http://www.webtretho.com) - the largest online

community for Vietnamese women (Le 2013) for stay-at-home
mums.
Figure 7. Reproduced from Web Tr Th 2016.
Web Th Hnh (http://www.webthehinh.com/community/) - a thriving

online community for Vietnamese exercisers for both our primary
and secondary target audience.
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Figure 8. Reproduced from Web Th Hnh 2016.

1. Function
Forums will serve as an assisting channel to help Body by Jovie promote
its other communication channels and services.
2. Strength and Benefits
A platform where many of Body by Jovies target consumers actively
interact through relevant topics and seek for information is certainly
where Body by Jovie can best insert its services information. Body by
Jovie can also aim to earn recommendation from these forums, since
useful inputs on these channels can be highly considered and trusted
(Gardner & Jardin 2005).
These kinds of third-party endorsement and direct conversations in such
large community of target audience can greatly help Body by Jovie
promote and drive traffic to its communication channels and services.
Through listening to conversations on these channels, Body by Jovie can
also understand better its target audiences needs and concerns to better
address them.
Body by Jovies staffs should become an active member of these forums,
in which they will actively answer concerns of other members or give
inputs into discussion threads, using experts viewpoints and knowledge.
Each of their comment should include an endorsement for at least a Body
by Jovies content, channel or service with appropriate insert of links.
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There is no fixed schedule for this practice, since the more time Body by
Jovie invest in it, the better results the gym is likely to get.
Also, Body by Jovie can contact and work with forums managers to have
the forums endorsement or their personal endorsement. This practice can
be applied on Body by Jovies special occasions such as opening of a new
class, promotions, etc. Body by Jovie can also offer Web The Hinh forum
exclusive instructional videos / content in exchange for the forum
endorsement.
The costs for endorsement on these forums varies greatly upon
negotiation with key influencers and the content.
C. FACEBOOK
As stated above, Facebook is by far the most popular social media
platform in Vietnam (We Are Social 2016). With its current presence on
Facebook, what Body by Jovie needs is more consistency in terms on
content and posting schedule, and more engaging, helpful content.
1. Function
Body by Jovies current Facebook page will be developed to become the
main channel for the gym to actively reach out to consumers (while the
blog is a rather passive tactic). It would also be a distribution portal for the
blogs content, as all the blogs articles and updates will be posted on
Facebook.
2. Strengths and Benefits
With many of its features such as share, boosting post, Facebook Ads, etc.,
that provides customizations to effectively reach the right target audience
and its massive number of users, Facebook provides several methods for
Body by Jovie to reach out for more followers.
As most users often inactively surf Facebook as a habit, this channel,
being a distribution portal for our blogs content, can help Body by Jovie
deliver its content to its target audience when they do not actively seek
for it.
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Facebook, as a social networking site, is also user-friendly and highly

interactive with many features such as comment, share, like or messenger
to encourage two-way communication between Body by Jovie and its
public. It is thus a perfect platform for Body by Jovie to engage and
converse with its audience, as well as to conduct effective social listening.
Whenever information about discount, schedule, etc. is posted onto the
blog, announcement must also be made immediately on Facebook with
link to the blog post. The same principle applies as well for blogs new
articles.
Body by Jovie can also organize small contest once every two months
since contests is one of the best way to engage followers (Puri 2013).
These contests can be testimonial contests, fitness challenges, etc., with a
small prize from Body by Jovie such as discounts, free training sessions,
etc.
When there is no contest or blogs updates available, descriptions with
photos of Body by Jovies services and testimonials from satisfied
customers can be posted to keep the pages consistency. The posting time
for all contents should base on the time when most Body by Jovies
followers are online, which can be identified through Facebook Insights
Posts
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Figure 9. Reproduced from Facebook 2016.

Other than these tactics on Body by Jovies Facebook page, the gym can
also boost important posts with specific target audience.
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Body by Jovie can also run Facebook ads on mobile newsfeed due to the
popularity of mobile in recent years (Nielsen 2014), with the objective of
sending people to the blog.
Figure 12. Reproduced from Facebook Ads Guide 2016.

Target audience should also be set specifically to maximize the budget.
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Figure 13. Reproduced from Facebook Ads 2016.
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The design recommendation for Facebook Ads according to Facebook Ads

Guide (n.d.) is:
Recommended image size: 1,200 x 628 pixels

Image ratio: 1.9:1
Text: 90 characters
Headline: 25 characters
Link description: 30 characters
Your image may not include more than 20% text. See how much text is on
your image.
4. Sample Content Schedule for Facebook

Mon
Tue
Wed
1
Thu
2
Fri
3
Announceme
Contest
nt of blogs
announceme
article
6
10
Testimonial
15
16
17
23
28
29
Summing up
24
nt
25
26
Description
Testimonial
27
19
announceme
article
22
for contest
18
Contest ends
+ Result
nt of blogs
21
12
Promotion
Announceme
20
11
Description
of service +
for contest
14
Sun
5
nt
9
+ Promotion
13
Sat
4
of service
30
information
about
services
available for
the next
month
$50 USD / month for boosting important Facebook posts.

$50 USD / month for running Facebook ads.
$100-$200-worth of prizes / 2 months for Facebook contests.
6. Estimated ROI (subjected to actual contents quality)

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Page like: A minimum increase of 1,000 likes.

Engagement of normal post: A minimum increase from the
current 1-50 engagements to a stable 80-100 engagements per
post.
Reach of normal post: A minimum increase from the average 100-
200 reach per post of a 1500-like page to 300-400 reach per post.
Engagement of boosted post: 250-300 engagements per post.
Reach of boosted post: Based on the target audience set and the
budget as below:
Figure 15. Estimated people reach for the Stay-at-home-mums selection of

target audience (Reproduced from Facebook 2016).
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Figure 16. Estimated people reach for the Professionals selection of target
audience (Reproduced from Facebook 2016).
Facebook Ads:
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TOTAL BUDGET FOR CAMPAIGN: ~$250-$350 USD/month + one-time
cost of camera and video-editing software.
IX. KEY PERFORMANCE INDICATORS:
Objectives are to
be evaluated through:
A. INFORMATIONAL OBJECTIVE
Monthly and total page views of blog (using Similar Web)
Number of Youtube channels subscribers
Views of each Youtube videos
Increase in Facebook followers

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Reach of each Facebook post
Number of search about Body by Jovie through Google (using Google

Trends)
Survey form among new customers / people who contacted Body by

Jovie through phone or come to its office.
B. ATTITUTIONAL OBJECTIVE
Social listening through comments, shares and mentions on blog,

Youtube and Facebook
Social listening through conversations on forums
Number of likes of each Facebook post and Youtube video
Survey among target audience
Focus group interview
C. BEHAVIORAL OBJECTIVES
Number of people ask about Body by Jovies services through

Faceboook, blog, Youtube and forums.
Increase in sales
Survey among new customers
X. SUGGESTIONS FOR EVALUATION TOOLS

A.
ANALYSIS
FOR
BLOG:
SIMILAR
WEB
(https://www.similarweb.com)
This helpful free application would give use a very detailed analysis of any
blogs traffic, including: visits, page views, traffic sources, referrals,
searches (with keywords), audiences interests, etc.
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Figure 18. Reproduced from Similar Web 2016.
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B. ANALYSIS FOR FACEBOOK: FACEBOOK INSIGHT
Facebook Insights can provide several insights to Body by Jovies Facebook
page, including 10 categories: Overview, Likes, Reach, Page Views, Action
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on Page, Posts, Events, Videos, People, Messages. From these categories,

Body by Jovie can effectively draw conclusions on page performance,
target audiences profile, reaction and preference.
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C. ANALYSIS FOR GOOGLE ADS: CONVERSION TRACKING
According to Google Display Network (n.d.), Conversion Tracking will help
Body by Jovie know which Display Network ads and clicks led to a
specified action.
Figure 31. Reproduced from Invision Net 2013.
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Figure 32. Reproduced from Invision Net 2013.

D.
SOCIAL
LISTENING:
SOCIAL
MENTION
(http://www.socialmention.com)
This application can provide analysis on how a specific keyword is being
mentioned across online platform, with detailed information about
sentiment, top users, associated keyword, etc.
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Figure 33. Reproduced from Social Mention 2016.
APRENDIX: CONTENT GUIDELINES AND POLICIES
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A. TONE OF VOICE: All communications channels should use a friendly,

approachable yet professional tone of voice.
B. GUIDELINES FOR CONTENT:
1. All content must be bilingual with correct grammar, spelling and use
of abbreviation.
2. Content are well laid out with proper division in paragraphs and use
of bullet points.
3. Teen codes and unofficial abbreviations are strictly forbidden.
4. Emotions are not recommended.
5. Content on Facebook should be post in golden-hour (acquired
through Facebook Insight).
6. Blog and content design must be mobile-friendly.
7. All visual materials must include Body by Jovies logo.
B. GUIDELINES FOR RESPONSE TO AUDIENCE:
1. Replies should be as soon as possible, within 8 hours.
2. Always use Body by Jovies account for all responses.
3. All content must be in the audiences language with correct
grammar, spelling and use of abbreviation.
4. Teen codes and unofficial abbreviations are strictly forbidden.
5. Emotions are not recommended.
C. RESPONSE TEMPLATE:
1. For messages asking about Body by Jovies services:
English version:
Dear [name],
(space)
Thank you for your interest in Body by Jovie.
(space)
(Information asked)
(space)
For more detailed information and further consultation, you can contact
us through 08 5417 1946, or come to our office at Block B, The Riverside
Residence, District 7 | Nguyen Luong Bang Street, Phu My Hung, Ho Chi
Minh City, Vietnam.
(space)
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Have a nice day!
Vietnamese version:
Cho bn [name],
(space)
Cm n bn quan tm ti Body by Jovie.
(space)
[Information asked]
(space)
c t vn chi tit hn, bn c th lin h vi Body by Jovie qua s
in thoi 08 5417 1946 hoc n trc tip vn phng ca chng ti ti
khu B, khu dn c Riverside qun 7, ng Nguyn Lng Bng, Ph
M Hng, TP.HCM.
(space)
Chc bn mt ngy tt lnh!
2. For messages with health and fitness concerns:

English version:
Dear [name],
(space)
[short answer to senders question; link to specific blog article if
possible].
(space)
For more information to your questions as well as health and fitness tips,
please visit our blog: [link].
(space)
Body by Jovie also provides personal training and customized services to
best address your health and fitness concerns. If interested, you are
more than welcomed to contact us through 08 5417 1946, or come to our
office at Block B, The Riverside Residence, District 7 | Nguyen Luong
Bang Street, Phu My Hung, Ho Chi Minh City, Vietnam for consultation
and more information about our services.
(space)
Thank you and have a nice day!
Vietnamese version:
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Cho bn [name],
(space)
[short answer to senders question; link to specific blog article if
possible].
(space)
Bn cng c th gh thm trang blog ca Body by Jovie ti [link] c
thm cu tr li chi tit cho thc mc ca bn, cng nh nhng b quyt
v hng dn khc v sc kho v qu trnh tp luyn.
(space)
Body by Jovie cng cung cp rt nhiu dch v v chng trnh tp luyn
c nhn gip bn gii quyt nhng vn v sc kho. c thm
thng tin v c t vn chi tit hn, bn c th lin h vi Body by
Jovie qua s in thoi 08 5417 1946 hoc n trc tip vn phng ca
chng ti ti khu B, khu dn c Riverside qun 7, ng Nguyn Lng
Bng, Ph M Hng, TP.HCM.
(space)
Cm n bn v chc bn mt ngy tt lnh!
REFERENCES
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Creativity / Innovation, Professional Communication Societys Coffee Talk:
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42

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COMM2383_Assessment 3

Social Media Strategy for Body by

ASSESSMENT COVER PAGE

COMM2383_New Media, New Asia

RMIT Saigon South Campus

Ms. Nguyen Hong Hai Dang

Cao Nha Dinh

4,726 words (excluding cover page and references)

Social Media Strategy for Body by

SOCIAL MEDIA STRATEGY

Personal training services

Social Media Strategy for Body by

target audience by producing content in both English and Vietnamese and

Facebook page with around 1500 likes (@bodybyjoviegym)

Instagram page with around 570 followers (@bodybyjovie) and

Trip advisor page with 19 reviews and a 5-star rating

Social Media Strategy for Body by

Website is not currently active but is advertised on all media

Certified personal trainers and experienced yoga instructors

Professional, experienced and result-driven fitness solutions

Small-sized classes with more personal attention

Consultation prior to registration for customized programs

Privacy for customers, provided by the gyms size, exclusiveness

Individuality of service as boutique gyms are still an emerging

Lack of communication strategy leads to a low awareness amongst

Current broad marketing strategy fails to target a specific target

Prices are higher than sectors average and not flexible

II. STRATEGIC COMMUNICATION CHALLENGE

Social Media Strategy for Body by

III. KEY INSIGHTS

Current exercising trends: Fitness is the worlds biggest sport

TOP DRIVERS FOR EXERCISING

Figure 1. Adapted from Nielsen 2014.

Ideal exercising experince: Fun and convenience are key drivers

Social Media Strategy for Body by

THE IDEAL FITNESS EXPERIENCE IS

Figure 2. Adapted from Nielsen 2014.

Exercising locations: Large multi-purpose fitness facilities remain

WHY PEOPLE GO TO BOUTIQUE GYM

Figure 3. Adapted from Nielsen 2014.

Social Media Strategy for Body by

According to Nielsen (cited by Doan 2016), in 2015, Vietnameses

Social Media Trend

The number of social media users is increasing dramactically, with

Figure 4. Reproduced from We Are Social 2016.

Facebook remains the most popular social network platform, wtih

IV. TARGET AUDIENCE

Social Media Strategy for Body by

Gender: Male & Female.

Lifestyle: healthy, moderate, stable.

Social Media Strategy for Body by

experienced, alike customers

C. INSIGHT INTO TARGET AUDIENCE

Social Media Strategy for Body by

Increase traffic throughout the day time hours currently there is

little traffic at this time due to working hours of clientele base

the exclusiveness of the gym

To increase by 40% the awareness of Body by Jovie among target

To generate the positive perception of Body by Jovie as the best

To increase traffic of current customers within the gym during the

hours of 10 to 3 by 20% by December 2017.

VI. KEY MESSAGE

VII. STRATEGIC APPROACH: