Dang Duc Ngoc
Saigon cyclo Challenge
For many years, there was a racing event called Saigon Cyclo Challenge hosted by Saigon Children's Charity (SCC). The event is held to raise donation for the poor children. Dreams of the abandoned souls are being restored. In 2017, SCC would like to hold the 25th anniversary of to enlighten more dreams. A pre-event communication plan is what bothers SCC the most. They decide to spread the news and look for someone who can help them. Among the agencies, a group of 5 communicators called FYH has decided to help SCC with the challenging mission.
The brief:
Let's help them
communicate
First thing first, the team sets sail to do research. Key insights about the audiences, SCC and the event should be collected. Primary as well as secondary researches have been done to achieve these indicators.
Young families
- Young Vietnamese families are highly concern about charity, especially those related to children.
- They care about child development for their children
- They are willing to pay if their children are benefitted.
- They are willing to invite friends, relatives or colleagues to join their family going to an event.
Corporations
- More and more CSR practices in Vietnam
- The focus is on the concern of the stakeholders related to social responsibility is increasing.
- They prefer both in-kind and cash donations but most prefer in-kind.
- The perception towards local NGOs are quite negative (lack of trust, doubts in professionalism, etc.).
- Low cooperation level between corporation and NGOs.
Communication
strategy
From what have been researched, they started to build up the strategy for pre-event communication.
The big idea:
"Give thanks with the grateful heart”. SCC will tressure, respect and appreciated the support of the sponsors and the spectators with all of their heart. Tactics and the main theme will be surrounding the topic of appreciation.
Appreciation letter:
Appreciation letters will be sent out previous sponsors as well as new and simply corporates that SCC has approached. The aim is to show the sincerity for supporting Saigon Cyclo Challenge. For new corporates, it is designed to appreciate the opportunity to introduce the event. (Pre-event stage).
Words of Chairman
Something from the top of SCC
Suggested elements
Since what SCC has been doing is right, it would be better if there are more elements to offer. Words of chairman, staff introduction, profile of annual participants and testimonials are potential options to consider. These factors can be included in the sponsorship proposal, media releases and corporate pitch to enable the impact on corporates.
The key visual as a cycler giving kids a 'ride' will be used for posters, flyers as well as banners. It is related and might also generate attraction for the event.
Key visual
A donation booth that is filled with 'magic'. They will be placed in 4 different venues that allow interaction with the audiences. The 'magic' comes to life when a person makes a donation
The interactive machine
 |  |  |
|---|
A high-tech welcome
The plot is basically about the journey of Saigon cyclo challenge. The cyclo will run through the milestones and eventually stop at the 2017 event. The clip will end with a call for action quote.
October 2016 - December 2016
Raising awareness among the groups
December - March 2017
Gerenating interests
Gerenating more interests and call for action
March-April 2017
The timeline
FYH
Tuan Kiet
Pham Ha
Duong Dao
Pham Nhu
From the left
My great thanks to them
Our concept teaser for the upcoming event
~Enjoy~
Each time a participant goes pass the entrance, he/she will receive a special welcome via the nearby LED. This could be an interesting factor that capture the attention of the participants.