Co-Create Competition 2015

For

By
Team Members:
1) Lim Lisa Yasmine
2) Nurul Jannah Bte Mohd Rafid
3) Nurul Natasha Bte Hamzah
4) Nur Hidayah Binte Mohd Roslan
5) Putri Nurliyana Bte Mohd Yunos

Executive Summary:
This social media campaign was done by a PR team which consists of students from Republic
Polytechnics Diploma in Mass Communication (DMC)
The proposed integrated marketing communications (IMC) plan is designed to raise awareness of
NTUC and the various services they offer through the new Big Value Bag (BVB) scheme. This is to
convince and persuade the target audience that the products and services that NTUC Enterprise
offers are affordable to the public and moderate the cost of living in Singapore.
This five month campaign will feature two videos and one competition on top of a social media
campaign to reach our objectives.
The communication tools employed for the IMC plan includes social media and advertising on online
platforms.
Evaluation will be conducted throughout the months to measure the effectiveness of the videos,
competition and social media accounts. After the whole campaign, there will be an overall
evaluation to see whether we meet our objectives. The measuring tools will include surveys, media
monitoring, webpage views and statistic views.

TABLE OF CONTENTS

Page

Executive Summary

1.0

Introduction

2.0

Situation Analysis

3.0

Communication Objectives

4.0

Target Audience/Stakeholders Analysis

5.0

Communication Strategy

6.0

Communication Tactics: IMC Toolkit

10

7.0

Budget

11

8.0

Timeline

12

9.0

Evaluation

13

Appendices

13

Introduction:
NTUC Enterprise was set up in July 2012 as the co-operative of the existing group of NTUC cooperatives which include NTUC Fairprice, NTUC Income, NTUC First Campus, NTUC Food Fare, NTUC
Unity Healthcare, NTUC Eldercare and NTUC Learning Hub.
NTUC Enterprise was formed to effectively unify the NTUC Social Enterprises (SEs) so as to give
greater coherence, impact and scale in order to meet the needs of Singaporeans for quality products
and services that are affordable. This includes investments, insurance, retirement planning, early
education and child care, healthcare and pharmacies, long term care for the elderly, supermarkets,
the provision of food at food court.
As of 2014, over 14, 000 staff are employed in these organisations collectively, serving more than 2
million customer with a record combined annual revenue of $6.4 billion.
With the rising costs of living, NTUC Enterprise launched a new program called The Big Value Bag
(BVB) Campaign in order to help Singaporeans. NTUC Enterprise wishes to raise awareness of this
campaign to our target audience who are essentially the public of Singapore. However, our proposed
campaign will be catered towards the working professionals aged 25-35 years old through online
platforms.
Situation Analysis:
NTUC Enterprise is the co-operative in which all NTUC organisations are under. With the Big Value
Bag, NTUC Enterprise aims to target the 25-35 years old on social media. After conducting research,
we found out that our target audience frequent the use of social media. This group spend a majority
of their time online during their free time.
Secondary research has shown that despite the target audience being active online, NTUC Enterprise
does not have a strong online presence. Under the name NTUC Enterprise, Facebook is the only
social media platform that has been established with over 36, 000 likes. Unfortunately, this online
presence is not strong enough. They are not fully utilizing the use of social media to engage their
target audience and create the hype needed for the Big Value Bag campaign.
Facebook:
- 36, 000 likes
- Number of likes per post are not consistent
- Big Value Bag is rarely mentioned
- Although there is interactive between NTUC Enterprise and users, nothing much is done to
promote the Big Value Bag campaign.

Competitor Analysis:
NTUC Enterprises position in the market is unique in the sense that there is no direct competition.
This is due to the diverse spread of organisations and services that they offer under different
segments of NTUC Enterprise. However, we have established through research smaller companies
who can be considered a threat to different segments of NTUC Enterprise.
-

Daily necessities:
Competitors include Giant, Cold Storage, Sheng Siong
These three are just some of the major supermarket chains in Singapore. They each
have their own house brand and cater to Singaporeans.
Health & Wellness:
Examples: Guardian, Watsons
They are a pharmaceutical brand too, offering over the counter items like Unity.
Education and Learning:
Mindchamps Preschool is an example of a competitor
Financial protection:
AIA, they are also an insurance company like NTUC income and can cater to different
needs.

SWOT Analysis:
Strengths
- Diverse
- Strong brand awareness
- Well-established in Singapore

Opportunities
Target audience consumer both
traditional and digital media

Weakness
Consumers view NTUC only as a
supermarket
- Weak online presence

Threats
NTUC Enterprise has a diverse range of
products and services they offer.
Organisations that offer the same
products and services will be considered
a threat.
-

Daily essentials: Cold Storage, Sheng

Siong, Giant
Education & learning: Mindchamps,
Cherie hearts
Health & wellness: TOUCH, NCSS
Financial protection: Money sense, The
real life company

Communication Objectives:
1. Inspire and create awareness /trial amongst our target audience via convincing them that the
Group of NTUC Social Enterprise is truly moderating cost of living via strong proposition that enables
them to have access to not only affordable but also quality essentials.
2. Establish the Big Value Bag as a proof point for NTUC Social enterprises role in society and belief
system.
Target Audience Analysis:
Our target audience for this campaign would be young adults aged 25-35 years old.
- Working professionals, managers, Executives (PMEs), white collar workers.
- Border around middle class
- Described as the sandwich class
- Have financial burden in caring for their children, parents or siblings.
In order to understand the media habits of our target audience, we did research on this topic. This
will help us in the planning of our proposed social media campaign.
Internet users in Singapore:
- 4 million out of 5.4 million people in Singapore are internet users
- 25-35 years old make up 31% of overall users in Singapore
- 70% of the population owns Facebook
- 50% of the popular owns a YouTube account or watches YouTube videos
- 25% of the population owns an Instagram account
- 21% of the population owns a Twitter account

Media consumption:
Social media reach in Singapore:
25-35 years old:
- 97.3% of males use social media
- 97.1% of females use social media
- Average hours spent online: 2.2 hours
- Hourly content consumption peeks at 10pm for both mobile and tablet users.
These are the top 10 social media networks in Singapore:

This chart displays the top online platforms where our target audience frequent the most. This
would be Facebook, Twitter and Instagram.
We also conducted research to learn more about the cost of living in Singapore.
Research on cost of living in Singapore:

The highlighted ones indicate the rise of prices from the year 2013 to 2015.

Research on households:

Nuclear families refer to a regular couple with dependent children.

The trends over the years has indicated that although the number of three generation families has
fallen, overall, a huge percentage of over 50% of the families living in Singapore are either living in a
three generation household or are living with dependent children. However, this does not those
supporting family members who are not living in the same household. This can mean that a couple
can be living with dependent children and still have to support their parents who may not be living
with them.

Significant Findings:
After doing research on our target audience, we found out from conducting focus groups that many
young adults aged 25-35 are worried about financial strains. They are worried whether they can
cope in the future as the country continues to develop and the standard of living becomes higher.
Housing affordability is a common worry especially among young couples who fear that they cannot
secure a house when they decide to settle down and start a family. Young adults see medical
affordability as a concern because they would have to care for their elder parents who may or may
not be covered with insurance, something that can burden them quite heavily financially in the
event a parent falls ill.
Individuals who are married with children are also worried with the rising costs since they have to
care and pay for their childrens school fees and other basic daily necessities.
With these findings, we have decided to focus our campaign on BVBs initiatives on affordable prices
for everyday items, services such as insurance and education to better suit the needs of our target
audience.
Communication Strategy:
Objectives:
1. Inspire and create awareness/trial amongst the target audience
2. Convince the target audience that NTUC is truly moderating cost of living
3. Establish the BVB initiative as a proof point for NTUC SE role in society and belief system
Our key message for our target audience is:
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 a good quality
This will be made through our communication idea:
Big Value Bag. Made for Singapore.
The strategy that we will be using is to utilise our key message to better reach out to our target
audience. In order for that to happen, we have to ensure that our key message is clear and that it
aligns with our main objectives in raising awareness of the Big Value Bag.
Media Vehicles:
Social media:
- Since the target audience is generally tech-savvy, using social media would allow us to
connect to a large group at a shorter time.
- Cost effective since everything is online
- Allows for two-way communication with them, letting us answer their questions or queries
on the Big Value Bag.
- Media platforms used will be Facebook, YouTube, Instagram and Twitter.
Advertising:
We will be using online advertising as a way to reach out to our target audience. We will be using a
pay-per click system on social media platforms as well as run YouTube advertisements.

Communication Tactics:
Online Advertising:
We will be making use on online advertising since its cost effective and allows us to reach out to our
target audience. Some ways would be to advertise on Twitter and Facebook. We will be using pay
per click on Twitter as well as advertise on Facebook.

Social media:
In order to increase awareness of BVB online, we want to beef up publicity on all social media
platforms frequented by our target audience. Under NTUC Enterprise, an Instagram and Twitter
account should be made where we can tweet or post more information about the campaign. We
have come up with several collaterals to be posted on the platforms mentioned. (Refer to Figure 1)
and sample tweets on how we could promote BVB (Refer to Figure 2)

Figure 1 Sample Collateral

We will be coming up with two videos as our pulling power to drive more traffic to our website and
Facebook page. These two ads will be focused on raising awareness of BVB as well as to give
consumers a glimpse of what the campaign is about.
Video one:
The first video (Figure 3)will be an informative advertisement to show consumers how the prices
were like in the past and now in modern day Singapore. We plan to compare food items and show
them how they can enjoy the old prices in Singapore when they visit FoodFare outlets. This video will
be released on September. There would be a few teasers prior to the release and it will be published
on the official Facebook and home page to increase page views.

10

Video two:
The second video (Figure 4)will basically highlight one of the main benefits of the BVB, mainly on
how consumers can enjoy bigger savings when they purchase house brands when shopping in NTUC.
This video will be released in December as a reminder ad on how consumers can save money when
purchasing products.
The two videos will be used as the 15 second YouTube ads, usually seen before a video is played.
This is to capture the attention of the target audience and to raise awareness of the campaign.
There will also be a competition in order to create hype over BVB and to encourage shoppers to
make a brand switch to NTUC house brands. This competition will have people buying ingredients
that cost less than S$20 and to whip up a meal for five comprising of one main dish and one side
dish. We will be coming up with a hashtag (#20SGDCOOKS) to keep up with current news on the
competition.
Video Collaboration:
We will be working with Clicknetworks Irene Ang. In this collaboration, she will head to Foodfare
during her show to try out dishes and give her opinion on it. We decided on this collaboration with
Clicknetwork as the channel has high viewership rates. In addition, Irene Angs fanbase is within our
target audiences age group hence we decided to pick her.

Budget:
YouTube Collaboration: Tentatively capped at $300
YouTube ads production: $3000
Prizes: $700
Social media ads $1000
Total: $5000

11

Timeline:

Month
August

Activity
Content type: Informative

September

Content type: Entertaining

October

Information with call to

action
Judging month for
competition
Announcement of
winners (1st half of
Nov)
Release YouTube
collaboration video

Content type: Informative,

persuasive

Facebook: Twice a day

Twitter:3 times a day
Instagram: At least once a day

Facebook: 4 times a day

Twitter: 5 times a day
Instagram: Once a day

One month long

Facebook competition
YouTube collaboration
teaser

Content type: Persuasive

December

Nuggets of useful
information
Trivial facts about
NTUCs services
Teasers on upcoming
competition

Content type: Entertaining and

informative

November

Educate TA about NTUC

enterprise and the
services offered
Let them know about
BVB
Then vs Now teaser

Frequency
Facebook: Twice a day
Twitter:3 times a day
Instagram: At least once a day

Facebook: 4 times a day

Twitter: 5 times a day
Instagram: Once a day

Facebook: Twice a day

Twitter:3 times a day
Instagram: At least once a day

Information of BVB
Release 15 sec ad

12

Evaluation:
Surveys (Gather feedback from target audience)
Media monitoring (social media mentions)
Number of submissions for competition
Number of increased followers on social media platforms over the five months
Number of shares, likes and retweets on social media

Appendixes:
Internet Users in Singapore: http://www.hashmeta.com/social-media-singapore-infographic/
Media Consumption: http://www.ida.gov.sg/Tech-Scene-News/Facts-and-Figures/Infocomm-UsageHouseholds-and-Individuals
Number of users in various social media platforms: http://www.aspirantsg.com/singapore-teenstop-social-media-platforms-besides-facebook/
http://www.hashmeta.com/social-media-singapore-infographic/
Cost of living in Singapore: http://www.singstat.gov.sg/docs/default-source/default-documentlibrary/statistics/browse_by_theme/population/statistical_tables/hes-keyind.pdf (page 2)
Graph of resident households by household structures 2010-2014:
https://app.msf.gov.sg/Portals/0/Summary/publication/FDG/Statistics%20Series%20%20Families%20and%20Households%20in%20Singapore.pdf

Figure 2 Sample Tweets

13

Figure 3 (1st Video)

14

Figure 4 (2nd Video)

15