RMIT INTERNATIONAL UNIVERSITY

STRATEGIC PULIC RELATION – COMM2381

STRATEGIC PR PLAN
KOTO - HCM CITY

LECTURER: DOAN MAI ANH

STUDENT: LAM XUAN MAI – s3169238

 Table of Contents
INTRODUCTION ........................................................................................................................................ 5

BACKGROUND .......................................................................................................................................... 5

STITUATION ANALYSIS .......................................................................................................................... 6

PROBLEM/ OPPORTUNITY STATEMENTS ......................................................................................... 10

CRITICAL SUCCESS FACTORS ............................................................................................................. 11

OBJECTIVES ............................................................................................................................................. 11

TARGET PUBLIC...................................................................................................................................... 11

KEY MESSAGE......................................................................................................................................... 12

STRATEGIC STATEMENT ...................................................................................................................... 12

TACTICS .................................................................................................................................................... 13

BUDGET .................................................................................................................................................... 19

TIMELINE .................................................................................................................................................. 19

EVALUATION........................................................................................................................................... 19

REFERENCE .............................................................................................................................................. 19
EXECUTIVE SUMMARY

The issue of poor Vietnamese children, who have to earn a living at a very little age, has become
a very critical matter nowadays. As such, Know One Teach One (KOTO) organization was
founded in Hanoi by Jimmy Pham, an Australian Vietnamese, in 1999, with the principle of
helping these children. KOTO is primarily operated as a training center and restaurant where
welcomes street and disadvantaged children, who get lost in their life but have a tremendous
desire to have a better future. These children will be offered a two-year training courses in
hospitality services and equipped with English and other necessary life skills. After graduation,
they will be able to have a professional job by using their own skills.

From the successful operation of KOTO in Hanoi, a second KOTO training and restaurant
models are established in Ho Chi Minh City, South Vietnam. Yet, this new-established center is
still in its early-developed stage and requires a great deal of people’s concern and support.
Therefore, this strategic PR plan is written with the attempt of giving some insights about KOTO
South Vietnam center’s operation as well as mission, and most importantly, successfully delivers
these insights to the public. In Situational Analysis section, some key findings about KOTO
organization are specified and its target public groups are also identified, including Expert
community in HCM City, Exclusive Business people, Youth from 25 to 45 years old, and Youth
aged from 14 to 21. By using SWOT and PEST analysis frameworks, it helps understanding
more clearly about which advantages KOTO is obtaining and therefore utilizes it to improve the
weaknesses as well as be able to seize the opportunities ahead. The most critical problem faced
by KOTO South Vietnam is clearly addressed as low public awareness, insufficient sources of
facilities and instructors. To troubleshoot these issues, Critical Success Factors will be
elaborately established to create the right directions for KOTO to move forward. The objectives
of this strategic PR plan will be also set as (1) increase 30% of target public in the end of 2011,
(2) obtain 80% of the positive feeling of target public in the end of 2011, and (3) 100% self-run
restaurant and be able to re-invest to KOTO training center in the end of 2011.

The target public of this strategic PR plan is defined as youth Vietnamese, aged from 16 to 26,
and whose lifestyles are modern, active and outgoing people. They are chosen because youth
seem to be easily accessed and influenced by using some modern media such as internet, social
network, and teen magazines. They are also likely to be involved in social-responsible activities.
Next, the plan has carefully defined the Key message which is to effectively introduce KOTO to
South Vietnamese and strongly encourage them to take some supportive actions towards KOTO
organization. Furthermore, Strategic Statement is stated to give directions of using controlled
media to help KOTO fulfill its objectives. In details, nine tactics of sending Press Release,
enhancing Social Network, sponsoring Green Bicycle, improving KOTO website, inviting
celebrities, establishing Dance club, creating Video clip, posting real stories of KOTO ex-
member, and organizing event of “Koto and Friends”, are suggested in a clear manner. As Koto
still has financial difficulties at the moment, the budget for these tactics is considered carefully
and consequently, remains at an acceptable rate. Timeline section will show how, when, and
whose responsibility in implementing the planning tactics. Last but not least, during and after the
implementation, the effectiveness of the plan will be continuously measured and analyzed,
whose details will be presented in the Evaluation part.
INTRODUCTION

The project aims to raise the awareness and create positive feelings of Vietnamese youth from

16-26 years old about KOTO – a charitable Training Center and an extraordinary restaurant.

Firstly the PR project will demonstrate some key findings about KOTO organization and provide

several tactics with a critical path planning to help KOTO get the concerns of public. Through

the analysis of major issues and clear executive plan, the project is believed to be able to attract

target audiences’ high attention and support. As a result, KOTO will become a familiar ‘term’

which is quickly appear in/come to target public’s mind when they think about the charitable

organization.

BACKGROUND

In Vietnam, child labor has become a burning and mostly concerned issue; trafficking, abuse of

children and the number of street children is on the rise. There are many factors that lead to such

an issue, including poverty, rapid population growth in large cities, industrialization,

urbanization, increasing trade liberalization, and migration to urban centers (Understanding

Children Work in Vietnam, 2009). Although Vietnamese Government has proclaimed that

business cannot hire workers who are under 15 years old, it seems ineffective as many children

themselves even want to find a job to reduce the financial pressure faced by their family. The

important point is that majority of these child labours are manual labours and have to work in a

bad or unsafe working environment. There are many ruthless/heavy works for child labours in

rural areas such as exploited gold mines, cargo transport, timber operations and other hazardous

jobs (Save the Children). In urban areas, to earn a living, many child labours need to work with
all kinds of job including shoe shiners, street vendors, domestic servants and the like. Working as

a manual labour, they have to work long hours, possibly suffer physical and mental mistreat; yet

they are not well-paid, if not to say a very low wage, (Save the Children)

“To decrease the number of child labours in Vietnam as well as providing disadvantage children

a chance to study and have a better life”, KOTO was born with such a strong desire.

STITUATION ANALYSIS

1. Key Findings

KOTO was found in 1999 in Hanoi and in 2010 in HCM City by Jimmy Pham who is an

Australian Vietnamese. KOTO is a social enterprise where street and disadvantage children are

trained in hospitality, English and life skills. KOTO also launched a KOTO restaurant which all

profits are invested back into its training program. There are two enrolment sections per year for

disadvantage children to become KOTO trainees. 25 street children will be selected based on

their extremely arduous life circumstances, their enduringness and exertion (Information Pack of

KOTO).

KOTO vision is “We empower young people in the program with necessary skills to make the

right decisions, have confidence and invest positively in themselves and their community”

(Information Pack of KOTO). From the vision, KOTO set up the mission to show that how

KOTO will obtain the vision exactly. Therefore, the mission is that selected disadvantage

children, also so-called trainees, will have the chance to learn basic and important kills such as

working in team, effectively managing financial issues, communicating with people, and how to

live healthily. Most remarkably, after completing the two-year training time, these children will
find a real professional workplace to actually use their skills and become a skillful worker

(Information Pack of KOTO).

KOTO defined four types of target publics, namely: (1) Expert Community in HCM City, (2)

Exclusive Business people, (3) Youth from 25-45 years old, (4) Youth from 14-21 years old.

Target Publics Reasons for choosing these target publics

Expert Community in HCM City - Easier to access

- Expecting corporate, social

organization.

Exclusive Business people - Risk

- Potential customers of KOTO

restaurants

- Potential sponsors for KOTO

- Tend to take Corporate Social

Responsibility

Youth (25-45 years old) - Middle to high income

- Potential KOTO restaurant customers

- Trending on social responsibility

Youth (14-21 years old) - Increasing the awareness among youth

communities

- Increasing the involvement (volunteer

work, contribute on KOTO activities)

There are many sponsors for KOTO from the opening day to present. Indeed, without helps and

supports, KOTO cannot become a successful vocation and restaurant as today (Information Pack

of KOTO). Some typical big/major sponsors for KOTO are Coca-Cola, InterContinental, ANZ

Bank and Australian Volunteers International.

2. SWOT Analysis

Strengths Weakness

- International organization recognized - Low budget for PR, communication

world-wide plan.

- International certificates gained to - Low awareness of South people

successful trainees - Cannot carry all of Vietnamese

- Successful social enterprises model & disadvantage children (lack of

quite famous restaurant in Hanoi. budget/staff/accommodation, small

- Created a good feeling attitude for training center)

International Presidents - In some cases, cannot persuade street

- Experiences from running the training children to come to KOTO or convince

 center as well as restaurant
trainees do not goof study’s

applicable to center in the South imperfectness

Vietnam

Opportunities Threats

- Supports by many sources (five-star - Cannot convince street children family

standard hotels, banks, Universities, to create a believable feeling/trust.

International organizations, etc.) - Due to the hard life of trainees’ family,

- Successful KOTO trainees come back they may give up the study to embark

to help & support in earning money.

3. PEST Analysis

Political Economic

- Vietnamese Government supports for - Vietnamese is a developing country

charitable organization. with less social welfares for street and

- “Vietnamese law prohibits the disadvantage children.

employment of children under 15 years - Disadvantage children are poor and

of age” (Save the Children) they must leave school to earn money

- Creating relationships with for continuing their life.

International SOS and other - Successful people (successful KOTO

International Organization trainees) will bring a prosperous

country

- Lack of education
make up the

 highest incidence of poverty

Social Technological

- Huge population in Vietnam
- Internet now becomes a major media in

poverty, lack of education, migration Vietnam.

issues
growing number of child - High-technology will contribute to

labour who need to earn money to share improvement of mass media such as

the workload with their family. broadcast and print media.

- Many charitable organizations are

established to help poor & disadvantage

children.

- Many business and individual support

for disadvantage children.

PROBLEM/ OPPORTUNITY STATEMENTS

1. Problem Statement:

KOTO & Social Enterprise model is new to people in the South Vietnam and face many

difficulties such as finance pressure, lack of facilities and instructors.

2. Opportunity Statement:

- Successful charity organization in Hanoi
same apply in HCM city

- Supported by many sources (International & local hotels, RMIT University, Coca-cola

and other organizations)

CRITICAL SUCCESS FACTORS

 In order to increase the awareness of target publics, we must create a good strategy

communication plan to spread the information/main mission of about KOTO.

 In order to gain the positive feeling of target publics, we must communicate that KOTO

is a charitable organization for helping/offering chances to Vietnamese disadvantage

children.

 In order to gain the supports from the target publics, we must focus on communicating

that helps & supports from communities will bring a great meaning to KOTO as a whole,

and to each individual trainee in specific.

OBJECTIVES

 Increase 60% awareness of target public about KOTO in the end of 2011

 Gain 70% the positive feeling of target publics in the end of 2011

 Gain 60% supports from target public in December 2011

TARGET PUBLIC

Geographic Country: Vietnam

Density: Ho Chi Minh city

Demographic Age: 16 - 26

Gender: Male and Female

Occupation: Students

Psychographic Lifestyle: modern, active, out-going

 Personality: interesting on using Internet for

studying and relaxing, concern about social

issues and community.

Vietnam population now is more than 86 million which is ranked 13rd among the most populous

nations in the world. There are 26 % Vietnamese population use Internet and students are taken

up 30%. Additionally, in Vietnam, Facebook is now becoming a favourite social network and is

used by youth Vietnamese. There are 95% Vietnamese Facebook users under 30 years olds

(CNET 2009) Therefore, students who are from 16 to 26 is chosen as a primary target public for

this PR plan which contents many tactics related with new media such as social networks, online

newspapers and so on.

KEY MESSAGE

The PR plan aims to increase the awareness about KOTO among youth communities in South

Vietnam. From that, KOTO hopes the Vietnamese youth will take some positive actions together

with KOTO in helping poor and disadvantage children.

STRATEGIC STATEMENT

Increasing the awareness of target public via some communication programs are launched in

HCM City in 15 months from September 2010 to the end of December 2011, using controlled

media to increase the awareness and positive feeling and action about KOTO to target public

who are youth people from 15 to 26 years old and gain target public supports for KOTO.
TACTICS

1. Press Release

Writing a press release to inform the target public that KOTO restaurant will be launched/grand-

opening in HCM City in September 2010. The contents of press release will report about the new

restaurant such as launching day, special menu, discount programs and quotation of KOTO

staffs.

Delivery: Sending press release to journalists of online newspapers which are used most by

youth such as Tuoi Tre, Thanh Nien, Dan Tri, Kenh14, Vnexpress and so on. The press release

will be sent before launching KOTO restaurant one week.

2. Social Network

KOTO already has a facebook account “Know One Teach One”. However, the information is

not really updated such as KOTO’s profile, video clips and photos. Furthermore, “Know One

Teach One” is a long account name which makes people really hard to search and when people

see logo ‘KOTO’ at the firstly they cannot realize what KOTO means and they often try to look

information by type key word ‘KOTO’. Therefore, there are several suggestions to help “KOTO”

become a famous Facebook account which is known by many people.

- Firstly, we should change the account name ‘Know One Teach One’ to ‘KOTO’. The

reasons are that the term of ‘KOTO’ is more familiar with target public than ‘Know One

Teach One’ and this short term is easy for remembering and searching.

- Secondly, KOTO should update information daily to check out the comments as well as

the requests of other Facebook accounts who want to be friend of KOTO. Especially,

when KOTO checks out Facebook daily, KOTO can create positive feelings for its
 friends/ fans. Additionally, news/photos/videos/profile should be posted on Facebook to

let friends/fans know what KOTO are doing, KOTO’s achievement and KOTO’s news as

well.

- Finally, the logo of KOTO can use some visual effects to make the first-time visitors

impress and interested, and therefore they will remember KOTO well

3. Green Bicycle

All the bicycles supported for trainees should be painted by ‘Green colour’. It not only can

attract the target public when they ride ‘Green Bicycle’ and wear KOTO’s uniform on the street,

but also create positive feelings. That is ‘KOTO is friendly with environment.’

4. KOTO Website

KOTO website now are good structured and organized. However, visual and sound effects

should be improved creatively. For example, ‘Heal the world’ should be set as a theme song to

welcome online visitors. We choose ‘Heal the world’ song because its lyrics does not only

content a good meaning but also create a sensitive emotion for listeners. Also, this song was sung

by a famous singer who really cared about the children around the world.

5. Invite celebrity to visit

Today, there are many celebrities who really care about the poor people, especially for

disadvantage children. So, they want to bring/do something for these disadvantage kids such as

visiting kids’ shelters and gifting foods, cloths, school utensils and playing with kids without any

distance. After some charitable trips, many positive news and images of these trips will be

uploaded on many online websites. Therefore, the public can be easily attracted by the
celebrities’ news. So, inviting some celebrities to visit their training center is also a tactics for

rising awareness of target public about KOTO.

Suggestion for celebrities to visit is Mai Phuong Thuy (Miss Vietnam 2007. She has had many

charitable trips and works for Vietnamese children so far. Also, she is studying at RMIT

university in Saigon South campus – a sponsors of KOTO). Another one is Vu Thi Hoang My

(First runner-up 2010), she is a beautiful lady who gets many attention from Vietnamese youth.

She also had some charitable journey after becoming famous person. Likewise, she is a RMIT

student in Saigon South campus.

6. Dance Club

There are many KOTO trainees really love ‘Dance’, so a ‘Dance Club’ should be established.

The reasons for this tactic are that KOTO can easily create their relationship with others

Universities or high schools when ‘KOTO Dance Club’ join the music shows of these schools.

They will also have a chance to introduce who they are and where they come from. Furthermore,

Dancing is a healthy and fun activity for KOTO trainees after hard study’s time.

Delivery: KOTO staff should create good relationships/contact with other universities and high

schools to know when they organize ‘Music shows’ as well as arrange the suitable schedule for

KOTO trainees to assure that there are no negative influences on their training.

7. Video Clip

There will be a clip that presents a charitable song, namely ‘Dua Be’ – a song is sung by

KOTO’s trainees, staffs, and visitors. Especially, inviting many foreign people sing and appear

in this clip is an important work for KOTO to create this tactics. In the past, ‘Dua Be’ was a
famous song was sung by 100 Vietnamese singers. Likewise, KOTO also can use this song

which will be sung by many foreign people and street children. Therefore, the clip might attract

the concerns/attention of public – particularly Vietnamese Youth. Also, in the end of this clip,

the statistics about disadvantaged children will be presented one by one. Additional, the numbers

are emphasized in bold to create a powerful visual effect.

However, to make a quality video clip with best sound & visual effects, a large amount of money

will be required. Therefore, KOTO needs to gain sponsorships for making this clip. Firstly,

KOTO should invite some people who are working for KOTO’s sponsors. Especially, sponsors

also can promote their product through the clip. For example, inviting some Coca-cola staffs to

join this clip, while singing, they also can hold a coke.

8. Real Story

A real story is telling about a successful trainee after he/she graduated from KOTO training

program. The contents of this story will first show history of the trainee before he/she join

KOTO, then sharing that he/she now has fulfilled his/her dream by endeavour in studying and

become a skillful and helpful citizen. To do this, some ex-trainees will be informed and

encouraged to share their experiences and successful factors. The real story will be the best

communication helping youth communities clearly know the purpose and operation of KOTO

foundation.

Delivery: Sending the real story to some newspapers and magazines which are popular among

youth communities such as Hoa Hoc Tro, Muc Tim and VTM.

9. Event: “KOTO and Friends”

Firstly, to successfully launch this event will require a significant amount of budget. Therefore,

to gain budget, KOTO should send a proposal about this event to their current sponsors.

Location: Le Van Tam Park, Dis. 1, HCM City, Vietnam

Date & Time: the event will take one day after launching KOTO restaurant in HCM City one

month.

Why: the reasons for launching this event are to increase the awareness of target public and

increase the number of clients for KOTO restaurants.

Who:

- KOTO staffs and trainees

- Sponsors

- Staff & Student from other universities and high schools

- Guests (journalists will be a example)

- One famous bartender for marking the ‘Creative Bartender’ contest

Activities:

Activities Description Reason for launching

Mini music Show - KOTO Dance Club - Exchange Relation

- Music clubs from - Create a fun

other universities atmosphere for

audiences.

‘Creative Bartender’ - KOTO trainees v.s. - Practice individual

contest students from other skills.

universities. - Prove that KOTO

- The candidates will trainees are trained

be tested by board of professionally

referees in making - Promote for some

the right and beverage companies

delicious drinks who are sponsors for

- The top 3 winners this event. (not

will be gained promote for alcohol

Certificate and a products)

small financial award

‘Supper group of waiter - A relationship - Working group/team

table’ contest between KOTO work skills is an

trainees with students essential skill for

from other schools. students.

- Put/handle a big disk - Through this contest,

on hand and run sending a message to

through many KOTO trainees and

challenges (bottles, other students. That

big bricks and is ‘Solidarity is a

fences) main factor for

success’

Take Pictures Take pictures of all activities - Saving memorable

 in the event. moments

- Upload photos on

KOTO website,

Facebook.

Food & Drink - Food & drink will be - Create positive

sponsored by some feelings (prepare

companies such as perfectly, care for

Coca-cola, Tan Hiep guests & joiners)

Phat and so on)

BUDGET

The expenses for this project will be minimal. Specifically, there is no cost for using social

media, writing press release and real story as well. Also, celebrities will be persuaded to give a

free testimonial. Additionally, some others tactics will gain money from KOTO’s sponsors.

TIMELINE

Excel file will be attached on the back

EVALUATION

What to measure How to measure

Objective 1: 2 first objectives can be measured
Objective 2: simultaneously by:
Conducting survey to a group of target public
(random selection)

Objective 3:
Key Message:
Tactic 1: Press Release
Tactic 2: Social Networks
Tactic 3: Green Bicycle
Tactic 4: KOTO website
Tactic 5: Inviting celebrities
Types of survey: online, face-to-face
Based on the performance status of KOTO’s
restaurant:
Reflected through financial statement and
measurement
From the achievable effectiveness of 3
objectives, key message will be measured
accordingly
How many online newspapers on which the
grand-opening of KOTO is informed:
- 3 or more: very good
- 1 - 2: fair
- 0: fail
How many friends connecting to KOTO’s face
book account and website per week:
- 100 or more: very good
- 50-99: good
- 20-49: fair
- Less than 20: bad
Green bicycle is well designed and receive
good feedbacks from KOTO members as well
as target public
KOTO website is
- Updated on daily basis
- Attractive to viewers (can be also
included in evaluating survey)
- Whether gain the increasing rate of
visitors/signed-up users
Whether successfully persuade and invite
 celebrities to take part in KOTO’s activities
Tactic 6: Dance Club Dance Club is:
- Formed quickly and trained
- Able to invite good dancing teacher
- Sometimes invited to join in
Universities’ Music show
Tactic 7: Video clip Video clip is:
- Joined by many (famous) people
- Finished on time
- Posted on several popular networks or
websites
Tactic 8: Real Story Real story is:
- Well-written by reflecting truth and
inspiration
- Completed on time
- Posted on several popular newspaper,
networks or websites
Tactic 9: Event of “KOTO and Friends” The event is:
- Obtain sponsorships
- Well-prepared (through surveys sent to
special guests, KOTO members and
other invited groups after the event)
- Contributed to awareness enhancement
about KOTO (can be reflected in the
effectiveness of achieving objectives)

REFERENCE

 ‘Child Abuse and Exploitation’, n.d, Save The Children, viewed 13 September 2010,

<http://www.savethechildren.net/vietnam/key_issues/ch_abuse/ch_labour.html>.

 Information pack of KOTO

 ‘Understanding Children Work in Vietnam’ 2009, UCW, posted on International Labour

Organization in 10th August 2010, viewed 13 September 2010, <

http://www.ilo.org/dyn/clsurvey/lfsurvey.list?p_lang=en&p_country=VN>.

 T.Phuoc 2010, “Vietnam sets scorching pace in Internet use”, Thanh Nien News, posted

4 Sep, viewed 11 May 2010,

<http://www.thanhniennews.com/2010/Pages/20100409102616.aspx>.