Market context
Undoubtedly, studying abroad has been becoming a big dream for many Vietnamese students Their parents also wish that their children can approach superior educational systems
In recent years, the number of Vietnamese students studying abroad has surged by 69%, reaching approximately 108,527 in 2019, which places Vietnam among the top 10 countries for outbound students globally (UIS UNESCO 2019; The Pie News 2019) This growing trend has also contributed around 3 billion USD annually to Vietnam's global educational market (HSBC 2019).
Since 1990, Vietnam has experienced robust economic growth, averaging around 5.5% GDP annually, peaking at 6.7% in 2015 This impressive performance has established Vietnam as one of Asia's strongest economies, enabling families to afford sending their children abroad for education starting in 2016 (The World Bank 2020).
Such numbers show that Vietnam is becoming an enormously dynamic and promising playground where developed educational system countries can jump in and hold market share in that industry
Chart 1 Uprise trend in outbound student numbers in 2016, 2017, and 2020 (World Bank
The recruitment market for Vietnamese international students is predominantly led by three countries: Japan, Australia, and the USA, which collectively account for a significant portion of enrollments Japan hosts 38,000 students, representing 29.2% of the total, followed by Australia with 31,000 students at 23.8%, and the USA with 28,000 students, making up 21.5% Other notable countries include China, with 13,000 students (10%), and the UK, with 11,000 students (8.4%), highlighting the competitive landscape of international education (UIS UNESCO 2020; OECD 2020).
Despite its educational opportunities, Europe is often viewed as an unappealing destination for Vietnamese students, with only 28,000 currently studying in European countries, representing approximately 14.7% of the total Notably, Finland has a particularly low number of Vietnamese students.
2500 Vietnamese students in higher education, a small number that the country deserves to be known
Despite a vibrant educational market, studying in Finland remains unpopular among Vietnamese students Many aspiring students, despite their dedication, struggle to meet the English proficiency requirements of Finnish universities, as evidenced by their performance in the Entrance Exam or SAT Additionally, travel restrictions and social distancing measures due to COVID-19 have further hindered their ability to pursue studies abroad These challenges collectively obstruct their path to achieving their academic dreams.
Outbound Vietnamese students from 2016 to 2020
Brand context
Edunation is an educational support company dedicated to providing high-quality education opportunities for all By collaborating with numerous Finnish universities and universities of applied sciences, Edunation recruits students from Vietnam for Bachelor's Degree programs.
Motivation
During over three years of university study, the author developed a marketing mindset inspired by successful brand campaigns that effectively address audience insights and resonate emotionally with customers This journey led to a rewarding opportunity as an ambassador for Edunation while searching for a thesis topic Through meetings and discussions, the author aims to leverage the knowledge gained during their studies to add value and support Edunation in meaningful ways.
Thesis objectives and scope
This thesis aims to develop a compelling concept for an integrated marketing communication (IMC) campaign focused on Edunation's "Pathway" product The central idea will be utilized to create a comprehensive campaign designed to enhance brand and product awareness, serving as key communication objectives.
Because the author mainly concentrates on creating a big idea in the campaign, other aspects of creative strategy in an IMC campaign will not be mentioned.
Research questions
The thesis concentrates on looking for answers to the main question:
What is the big idea of the campaign?
To support the main question, sub-questions should be:
What is the target audience insight?
How to create a big idea?
Research Methodology and Data Collection
This thesis utilizes a qualitative research method, presenting data through words to articulate ideas that enhance customer insights and facilitate the development of big ideas Specifically, Edunation has offered valuable insights into the target audience, which are effectively conveyed through descriptive language.
Thesis Structure
The thesis is structured into four key chapters: Chapter 1 introduces the market context, outlining the thesis objectives, research questions, and methodology Chapter 2 delves into the theoretical framework of integrated marketing communication (IMC) and digital marketing, detailing the steps to develop a compelling big idea within IMC In Chapter 3, the focus shifts to applying these steps to Edunation, specifically through the case study of the "Pathway program." Finally, Chapter 4 concludes the thesis by providing answers to the research questions posed.
According to the American Marketing Association (2017), marketing encompasses the activities, institutions, and processes involved in creating, communicating, delivering, and exchanging valuable offerings for customers, clients, partners, and society as a whole.
Marketing involves understanding and fulfilling customer desires through a structured process of identifying and anticipating their needs This encompasses a diverse range of stakeholders, including customers, clients, partners, and society The act of fulfilling these needs entails a series of activities such as creating, communicating, delivering, and exchanging value The foundational marketing mix, known as the 4Ps—Product, Price, Place, and Promotion—serves as a crucial framework for developing effective marketing strategies and achieving business objectives Recently, this model has evolved into 6Ps or even 7Ps, incorporating Positioning, Packing, People, Physical Evidence, and Process, allowing businesses to tailor their approach based on scale and characteristics to effectively meet their goals.
Promotion serves as a vital channel for businesses to communicate effectively with customers after developing valuable offers According to Fill (2011), promotion focuses on fostering audience engagement and facilitating communication It encompasses a blend of various marketing communication tools rather than functioning as a standalone method As Kotler and Armstrong (2018) emphasize, an integrated marketing communications approach allows companies to strategically coordinate these promotional elements, ensuring a clear, consistent, and compelling message about their products to engage customers effectively.
In this chapter, the author defines key theoretical concepts of integrated marketing communication, along with relevant terms and models utilized in the campaign plan This theoretical framework is essential as it serves as the foundation upon which the practical plan is developed and structured.
Integrated Marketing Communication (IMC)
Promotion Mix
Promotion refers to the collaborative efforts involved in establishing data and alignment channels for selling products or services while also promoting ideas A company's communication with its target market is primarily conducted through a carefully crafted promotional program that integrates various marketing mix elements to manage implicit communication effectively.
Marketers aim to either maintain or boost consumer demand, and the promotion mix, also known as the Marketing Communication Mix, is a crucial strategy to achieve this goal The promotion mix consists of six essential tools—Advertising, Sales Promotion, Personal Selling, Public Relations, Direct Marketing, and Digital Marketing—that work together to enhance promotional effectiveness and reach a broader audience (Belch & Belch 2018, 16).
• Advertising: is a fee-included “nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor” (Kotler & Armstrong 2006, 425)
Advertising plays a crucial role in helping consumers grasp the features and benefits of products It thrives in various mass media environments, including traditional channels like television, newspapers, and magazines, as well as new media platforms such as blogs, websites, and text messages From its inception to the present, advertising has been instrumental in increasing brand awareness among consumers Recognized as a powerful promotional tool, advertising is omnipresent in our daily lives (Belch & Belch, 2018).
Effective advertising can create a unique brand image, even when products share similar functional attributes with competitors (Belch & Belch, 2018) Today’s advanced advertising goes beyond merely conveying messages; it actively influences consumer purchasing behavior at every opportunity By serving as a translator, advertising enables companies to communicate consistently and effectively with their target market, ensuring that campaigns resonate with consumers.
Sales Promotion serves as a short-term incentive designed to boost consumer purchases of a product or service While often confused with advertising, Sales Promotion specifically aims to encourage immediate product experiences in stores, prompting consumers to make purchases on the spot (Kotler & Armstrong, 2018) It is primarily categorized into two types: Consumer-oriented promotions, which target end-users, and Trade-oriented promotions, aimed at retailers and distributors (Belch & Belch, 2018).
Consumer-oriented sales promotion targets end consumers through tactics such as point-of-sale materials, coupons, discounts, free offers, contests, giveaways, and loyalty cards to drive immediate purchases In contrast, trade-oriented sales promotion focuses on marketing intermediaries, including wholesalers, distributors, and retailers, utilizing tools like price deals, sales contests, and trade shows to encourage them to stock and promote the product.
Effective sales promotions can provide a significant competitive edge in the market Retailers and wholesalers widely implement these promotions, and their success directly enhances brand awareness One of the key advantages of sales promotions is the ability to build a consumer database, as customers are often willing to share personal information in exchange for loyalty cards that offer enticing rewards for future purchases.
Marketers must strategically manage sales promotions, as they can generate consumer interest and purchases while also attracting the wrong audience Implementing sales promotions can diminish a company's equity, making it essential to approach these strategies with careful calculation Additionally, excessive sales promotions can significantly harm the brand and product image.
Personal selling is a customer-focused promotional strategy that involves direct interactions between sales representatives and consumers, making it one of the most effective tools in the selling process (Kotler & Armstrong 2018, 425) This method allows for the observation and analysis of consumer behavior through face-to-face and telesales communication, enhancing the ability to persuade customers and foster long-term relationships Key components of personal selling include sales presentations, trade shows, and incentive programs, all of which enable brands to adapt their messaging based on immediate consumer feedback (Belch & Belch 2018, 27).
A well-trained salesforce is essential, as effective product promotion relies on their attitudes, appearance, and specialized product knowledge Additionally, the ability to ask relevant and insightful questions is crucial, as it fosters personal connections and genuine relationships between consumers and the brand The SPIN method, widely recognized among successful salespeople, is a valuable tool that enhances these interactions (Keller & Kotler 2016).
673) SPIN stands for Situation questions, Problem questions, Implication questions, and finally, Need-payoff questions Personal selling usually receives consumer’s feedback immediately and has a stronger opportunity to close the deal
Public Relations (PR) plays a vital role in fostering positive relationships between a company and its various publics, aiming to enhance its reputation and effectively manage negative rumors or events (Kotler & Armstrong, 2018) The primary goal of PR is to establish and maintain a favorable image of the company, which is often perceived as more credible than traditional advertising (Belch & Belch, 2018) Unfortunately, marketers frequently underestimate the importance of PR, often treating it as a secondary promotional tool However, PR can reach potential customers who are otherwise resistant to sales tactics by delivering relevant news and events (Kotler & Armstrong, 2018) Moreover, PR acts as a professional storyteller, utilizing unpaid media to highlight a company's strengths and accolades, ensuring that these achievements are visible to consumers Ultimately, PR seeks to cultivate goodwill and mutual understanding between the company and its audience (Chaffey & Ellis-Chadwick, 2019).
Direct marketing aims for immediate responses by directly engaging target customers and has become an essential part of integrated marketing communications (IMC) (Belch & Belch 2018, 19) It encompasses various activities, including database management, direct selling, telemarketing, and direct-response advertising (Belch & Belch 2018, 19) The key feature of direct marketing is direct-response advertising, which encourages consumers to buy products directly from manufacturers, reducing the need for in-store shopping and increasing online purchases facilitated by credit cards (Belch & Belch 2018, 21) This shift towards online shopping through company websites or catalogs offers convenience and appeal, leading to increased sales.
• Digital Marketing: modifies the nature of business strategy and communication with customers since interactive media welcome a two-way flow of communication in which users can freely participate (Belch & Belch 2018, 21)
Figure 1 Marketing communications mix (Belch & Blech 2018, 16)
Digital marketing
Definition of digital marketing
Digital marketing, previously known as Internet marketing, e-marketing, and web marketing, fundamentally revolves around leveraging digital media, data, and technology to meet marketing goals According to Chaffey & Ellis-Chadwick (2019), it encompasses communications enabled by content and interactive services across various digital platforms, including the Internet, mobile devices, TV, and digital signage Essentially, digital marketing represents the convergence of digital media, data, and technology with traditional mass marketing approaches.
Personal SellingSales Promotion communications are applied to marketing activities to reach marketing objectives (Chaffey
Digital marketing plays a crucial role in managing online assets like social media pages, websites, and applications, utilizing techniques such as SEO, social media marketing, and online advertising to attract new customers and enhance existing relationships However, to achieve optimal success, it is essential for marketers to integrate these digital techniques with traditional media, including television, radio, and print, which support multichannel marketing communications As noted by Kotler (2017), digital marketing is designed to coexist with traditional marketing, each playing interchangeable roles in the customer journey Therefore, understanding the synergy between digital and traditional communications is vital, as illustrated by Chaffey & Ellis-Chadwick (2019), who provide a comprehensive framework for marketing communications through defined media, disciplines, and channels.
Figure 2 Key marketing communications terms (Chaffey & Ellis-Chadwick 2019, 30)
In today's competitive marketing landscape, businesses are increasingly focusing on customer-centric strategies Digital marketing emerges as a powerful tool to effectively address this challenge, enabling brands to achieve three primary objectives: enhancing customer engagement, driving sales growth, and building brand loyalty.
• With the Internet's assistance, a business can identify customers’ wants and needs more comfortably and faster
The Internet has provided customers with additional avenues to seek out their desired products and services, making them more proactive in their purchasing decisions Today’s consumers prefer to research and gather information before making purchases that address their specific needs Marketers can effectively anticipate these customer demands by analyzing data and trends available on digital platforms.
Digital marketing serves as an effective tool for enhancing customer satisfaction via digital channels A user-friendly company website facilitates seamless interaction and provides a positive experience, while efficient online customer service ensures quick and helpful assistance.
Benefits of digital marketing
Digital marketing is a crucial component of modern marketing strategies, serving as a vital link between businesses and customers It complements traditional marketing while addressing its limitations, showcasing significant advantages that have led many companies to allocate substantial budgets toward digital initiatives As highlighted by Trung (2020), the evolution of digital marketing not only enhances overall marketing effectiveness but also reinforces the importance of integrating both digital and traditional approaches.
Digital marketing offers unparalleled convenience, allowing companies to operate around the clock Customers enjoy the flexibility of shopping online at any time and from anywhere, making it easier to explore new products, read reviews, and share information with friends.
Digital marketing offers a significantly lower initial cost compared to traditional marketing methods like television ads, event organization, and print media This affordability allows businesses to launch online advertising campaigns without the burden of expensive contracts or maintenance fees Companies have the flexibility to choose their customer engagement strategies, campaign duration, and budget for each initiative Platforms such as Google, Yahoo, Facebook, Pinterest, and Instagram provide adaptable bidding options, enabling businesses to tailor their advertising efforts to fit their financial capabilities.
There are five additional benefits of digital marketing that Chaffey & Ellis-Chadwick
(2019) have pointed out, which h called 5Ss
Benefits of digital marketing Benefits description
To boost sales, businesses should leverage both online and offline channels, as online strategies can significantly enhance offline sales Companies lacking the ability to provide in-person services can benefit from broader distribution networks, offering a wider range of products and potentially lower prices compared to traditional retail outlets.
Serve – Add value Extra added benefits to online values or providing information about product development in online conversation and feedback
Speak – Get closer to customers Digital marketing offers two-way conversation via online interactions
Save – Save costs Online email communications, sales, and transactions, for example, can reduce a wide range of costs spent on staff, print and postage
Sizzle – Extend the brand online New propositions, new offers, and new experiences online can be provided,d such as building communities
Table 1 The 5S benefits of digital marketing (Chaffey & Ellis-Chadwick 2019, 18)
Key digital media channels
Marketers should evaluate online communication tools as essential components of their marketing campaigns to ensure thorough planning According to Chaffey & Ellis-Chadwick (2019), digital media channels can be categorized into six key types, including search engine marketing and online platforms.
PR, online partnership, display advertising, opt-in email marketing, and social media marketing as explained below (Chaffey & Ellis-Chadwick 2019, 33):
Figure 3 Six groups of digital media channels (Chaffey & Ellis-Chadwick 2019, 33)
1 Search engine marketing: Technically, when an audience is looking for information on a search engine by typing the keyword phase, marketers can put messages on there to encourage them to get through the website The two main search marketing techniques are first placement in natural or organic listings, making use of Search Engine Optimization where costs are zero dollars; secondly, using paid placement or sponsored links as PPC
2 Online PR: The main idea is building a beneficial online environment for brand development by boosting approving mentions of brand and product on third-party websites that the target audience trusts in and usually comes over, such as blogs, influencers’ websites, and e-newspaper
Online Public Relations (e-PR) leverages digital media platforms to enhance communication strategies influenced by the Internet and social networks Key techniques in e-PR include Search Engine Optimization (SEO), partnership marketing, and social media marketing Additionally, content marketing plays a crucial role in online PR, particularly through collaborations with influencers to create engaging content.
Online Influencer Outreach is a modern strategy that engages companies or individuals with large social media followings to tap into their audiences These individuals, known as online influencers or key opinion leaders (KOLs), can include journalists, bloggers, and celebrities To maximize cost-effectiveness, marketers must segment the various types of influencers available According to Onalytica, influencers are categorized into six distinct groups.
- Everyday influencers: are those active individuals on webs and social media who do not perceive themselves as influencers but still have a certain impact on their friends and relatives
- Brand advocates: are those receive deep satisfaction from a product or a brand are eager to share their positive experiences with others without getting paid by the brand
- Micro-influencers: are those who love creating relevant and qualified contents on social media even when they do not usually get widely noticed
- Professional influencers: are those who earn from their contents since they possess valid impacts on their legitimate followers
- Macro-influencers: are those whose fame is exceeding because of their exposed personality and content They usually have a manager or a talent agency acted on their behalf
Celebrity influencers are individuals who inspire a large following through their guidance and advice, significantly impacting their audience Typically represented by a manager or talent agency, these influencers command premium payments for their performances However, it is important to note that their engagement rates tend to be lower than those of other types of influencers.
Assessing influence involves evaluating the true value of various influencer segments (Chaffey & Ellis-Chadwick, 2019) While measuring reach, such as Instagram followers, is common, it poses risks due to the prevalence of “auto-follow” bots A more reliable approach is the 4Rs framework, which emphasizes High Relevance, High Resonance, High Reference, and High Reach as key indicators of an influencer's effectiveness (Chaffey & Ellis-Chadwick, 2019).
3 Online partnership: Building up and maintaining a long-run relationship with third- party websites to promote services Types of partnerships consist of affiliate marketing, online sponsorship, link building, and co-branding
4 Display advertising: Having similarities to traditional ads to gain brand awareness, online ads such as banners or graphical units are shown in online platforms to trigger audience clicking-through target site
5 Opt-in email marketing focuses on customer activation and retention by reminding brands using in-house or rented email lists This method can also be done by third- party electronic newsletter ad placement
6 Social media marketing: the brands participate in social networks and communities to get closer and interact with the audience Viral marketing and online word-of- mouth are at the stage that brand message is shared broadly, and brand awareness gained consequently Social media marketing is considered to be one of the most principle pieces in digital marketing
Social media marketing is crucial for brands as it enables user-generated content, including reviews and ratings, fostering consumer-to-consumer (C2C) interactions This dynamic allows companies to enhance brand awareness and address negative feedback effectively By encouraging user engagement and content creation, social media serves as a powerful tool for brands to connect with their audience (Chaffey & Ellis-Chadwick 2019, 441) For a comprehensive overview of social media platforms, refer to Table 2 (Chaffey & Ellis-Chadwick 2019, 35).
Social networks Facebook, Instagram, LinkedIn, Twitter,
Snapchat Social publishing and news Newspapers, magazine articles
Social commenting in blogs Company blogs
Social niche communities The communities and forums are independent of the main networks
Social customer service Get Satisfaction
Social knowledge Yahoo! Answers, Quora, Wikipedia
Social commerce Reviews and rating
Table 2 Social media platforms (Chaffey & Ellis-Chadwick 2019, 35)
Big idea
Big idea components
According to Minnium (2015), three fundamental pillars compose a big practical idea, which is Piercing insight, Brand connection, and Succinct expression
Gaining piercing insights that convey clear truths significantly boosts customer engagement Marketers face the challenge of uncovering impactful insights that effectively capture consumer attention These insights should resonate with an inspiring truth and be communicated straightforwardly, encouraging the target audience to care and share the message effortlessly.
- Brand connection: After insight’s effects, the brand should provide a compelling solution that is either compatible with or exceeds consumers' needs
- Succinct expression: The chosen insight and brand connection should be concluded in “a one-line phrase.” A successful big idea can reminisce consumers of the brand moment
By incorporating essential elements, a compelling big idea emerges without the risk of being deemed outrageous, while also necessitating qualified intellectual property This big idea positions a company to enhance deep consumer engagement effectively in targeted areas.
To effectively convey the campaign's core concept, a practical example is essential BelVita, a brand under Mondelez International, aimed to launch its breakfast biscuit in the competitive US market, where numerous rivals offered similar products To stand out in this challenging landscape, BelVita needed a strong and innovative big idea (Llewellyn 2018).
- Step 1: Start with a clear brief/challenge
Successful campaigns begin with a challenge and a clear brief, which outlines the company's expectations For BelVita, the challenge lies in increasing consumer awareness and engagement, centered around the big idea that breakfast is essential for daily survival During the briefing process, marketers must concentrate on two key questions: what goals they aim to achieve and who their target audience is.
BelVita aimed to achieve clarity and focus by identifying their targets early on, seeking to do more than just introduce their brand to America Their goal was to enhance their presence in the market by generating buzz, driving trial, and boosting sales.
Understanding your audience is crucial for effective marketing By identifying target customers' behaviors, lifestyles, motivations, beliefs, and preferences, you can develop a compelling message BelVita's research focuses on "morning optimists," a group characterized by their busy lives yet filled with hope and energy.
In the next phase, it's essential to delve into insights that reveal both the truth and the appropriate solutions, requiring extensive research on the target audience and product characteristics BelVita discovered that consumers invest significant time in understanding these elements.
BelVita is investing 1 billion dollars annually to promote the benefits of breakfast foods, aiming to reshape customer perceptions Their research reveals that breakfast is not just a routine but a crucial meal that can lead to practical achievements throughout the day Unlike other brands that view breakfast as a challenge, BelVita highlights its potential to foster success and well-being.
- Step 3: Find the brand connection
BelVita has harnessed valuable consumer insights to enhance their creative strategies, allowing marketers to develop innovative ideas that address customer needs Recognizing that many consumers seek positive energy to kickstart their day, BelVita promotes its morning biscuits as a source of sustained energy, empowering customers to tackle daily challenges This alignment of insights with a strategic plan has led to the launch of a comprehensive morning campaign, solidifying BelVita's position as a premier morning brand.
- Step 4: Articulate the idea clearly and succinctly
Analyzing how a major concept will resonate and evolve across various channels is essential This process guarantees that the insights, brand alignment, and execution strategies are cohesive The information supporting this connection must be clear and succinct.
A big idea is not built on easy ground, and it involves numerous phases and stakeholders
Whether a big idea originates internally or through collaboration with an agency, maintaining discipline and unwavering focus is essential A well-developed big idea enables the brand to make a significant impression on its target audience.
Communication objectives
Communication objectives are essential goals that a marketing message aims to achieve, as outlined by Percy (2018) These objectives are categorized within the Facets Model of Effects, which includes perception, emotion, cognition, persuasion, association, and behavior Perception objectives focus on capturing attention and increasing brand awareness, while emotion objectives aim to evoke feelings that enhance brand affinity and loyalty Cognition objectives provide informative content about product usage, helping to establish brand positioning Association objectives relate to the brand's image and personality, whereas persuasion objectives seek to influence opinions, fostering advocacy and preference Finally, behavior objectives encourage actions such as trial, sampling, and purchasing (Moriarty et al., 2019).
Figure 4 Facets Model of Effects (Moriarty et al 2019, 226)
Customer path 5A’s and O Zone (O3) model
The AIDA framework, which stands for Attention, Interest, Desire, and Action, has traditionally guided marketers in developing advertising strategies (Kotler et al 2017, 39) However, Derek Rucker's 4A's model—comprising Aware, Attitude, Act, and Act Again—enhances this approach by focusing on post-purchase behavior and customer retention (Kotler et al 2017, 39) In today's interconnected era, customer attitudes are shaped by community reactions to brand appeals, and loyalty is demonstrated through advocacy Understanding a brand fosters ask-and-advocate relationships, making recommendations crucial in online forums (Kotler et al 2017, 40) As a result, the 4A’s model has evolved into the 5A’s: Aware, Appeal, Ask, Act, and Advocate.
In the awareness phase, brands must ensure their target customers are exposed to the brand experience, marketing communications, and community support This exposure helps customers recall their experiences, leading to automatic brand recognition Additionally, word-of-mouth advertising significantly influences brand awareness Once customers become aware of the brand, they begin to process the messages delivered, forming short-term memories while reinforcing long-term memory retention (Kotler et al 2017, 41).
Customers tend to remember specific brands that have unique elements enhancing their appeal, as noted by Kotler et al (2017) This stage can be challenging, as it necessitates significant financial and strategic investment from the company to effectively stimulate customer curiosity and interest.
Customer curiosity drives them to seek more information about a brand, often consulting family, friends, online communities, or the brand itself During this stage, customers typically prefer social validation, looking for affirmations and recommendations from others (Kotler et al 2017, 42).
Customer engagement extends beyond the point of purchase, as interactions continue through brand consumption and usage To foster a positive relationship, brands must ensure that customers have an ideal and engaging experience throughout their journey.
Customer loyalty to a brand develops over time through retention, repeat purchases, and strong advocacy Loyal customers are eager to share positive experiences and defend the brand, even in challenging situations.
Figure 5 5A's customer path (Kotler et al 2017, 41)
In the implementation and optimization of the 5A’s framework, the O Zone (O3) is examined to understand customer decision-making at each stage Customers' choices are shaped by three key factors: their own influence, the influence of others, and external influences (Kotler et al., 2017, p 43).
Figure 6 O Zone across 5A's path (Kotler et al 2017, 44)
Own influence stems from an individual's internal experiences and interactions with various brands, shaped by personal perspectives, evaluations, and preferences Often, these brand preferences are influenced by external factors such as conversations with others and advertising efforts (Kotler et al 2017, 44).
The influence of others primarily stems from the external environment, often arising from conversations with close friends or family Additionally, this influence can be shaped by the community to which customers belong Crucially, this type of influence is not directly controlled by brands.
Outer influence originates from the external environment and is primarily driven by brands through advertising and marketing communications Customer interactions, including those with sales personnel and customer service representatives, also significantly impact consumer perceptions Since brands initiate this outer influence, they maintain full control over it.
Customer persona
A customer persona is a semi-fictional representation that captures the typical characteristics and behaviors of a specific target audience, grounded in market research and actual customer data This powerful tool is essential for developing customer-centered strategies on online platforms, as a well-crafted persona can effectively guide messaging for any marketing campaign (Chaffey & Ellis-Chadwick 2019, 79.)
According to Scott (2015), a comprehensive customer persona should encompass both demographics and psychographics Demographics include essential factors such as age, gender, geographic location, and socio-economic status, while psychographics delve into personality traits, values, lifestyles, and opinions In the realm of modern marketing, understanding customer personas is crucial for crafting effective messages Today's consumers expect brands to invest significant effort in forging meaningful connections, which can be achieved by tapping into their interests and lifestyles, key aspects of psychographics.
A customer persona benefits the marketers in two ways: demographics describe who customers are, whereas psychographics decides when, how, and why aspects of a customer's decision to buy a product (Scoot 2015, 35).
Communication process
Message design
Kotler (2018) emphasizes that effective advertising relies on two key components: message content, which refers to what is communicated, and message structure, which pertains to how it is presented To capture the audience's attention, an advertisement must be engaging, useful, or entertaining; otherwise, it risks being overlooked or dismissed (Kotler & Armstrong, 2018).
Effective marketing communication revolves around crafting a compelling message that elicits a response from the audience There are three primary types of appeals: rational, emotional, and moral Rational appeals focus on the audience's self-interest by highlighting product benefits such as quality, economy, and performance In contrast, moral appeals resonate with the audience's sense of what is "right" and "proper," often supporting social causes (Kotler & Armstrong 2018, 433-434).
Emotional appeals in marketing aim to evoke feelings such as love, joy, guilt, and fear, which can motivate purchases Marketing professionals favor these appeals because they believe emotional messages capture attention and foster brand trust As noted by Kotler & Armstrong (2018), consumers often experience emotions before engaging in rational thought, making persuasion inherently emotional In Marketing 4.0, Kotler (2017) argues that brands that establish an emotional connection with their audience can effectively influence consumer behavior by delivering motivating messages that resonate deeply.
Marketers face two key challenges regarding message structure: deciding whether to present a conclusion or allow the audience to derive their own, with research suggesting that posing questions is more effective; and avoiding anticlimactic endings, which can occur when compelling arguments are presented at the beginning of the message.
Customer insight
Insight is the spontaneous moment of understanding previously incomprehensible concepts or solutions to complex problems, often revealing surprising and inspiring knowledge (Gibson, 2015) In a business context, it represents a deep understanding of customer attitudes and behaviors, uncovering hidden anxieties and desires that were not previously recognized Insights serve as the driving force behind innovative ideas (Moriarty et al., 2019), as they pinpoint the intersection between a brand’s benefits and the quality of life it offers consumers (Kelley & Jugenheimer, 2019).
Bullmore, a member of the Advisory Board at WPP, emphasizes that a valuable insight is akin to a refrigerator; when you open it, a light illuminates, offering a refreshing yet familiar perspective.
Insights are the hidden understandings of consumer behaviors, desires, and beliefs that can significantly influence purchasing decisions They present businesses with opportunities to shape consumer behavior, yet collecting these insights poses a challenge for marketers since they often go beyond common sense Insights combine factual clarity with emotional truth, where facts are straightforward and devoid of sentiment, while truths resonate more powerfully with consumers A notable example of effective insight is Unilever's "Dirt is Good" campaign, which tapped into the motivations of Asian mothers who prioritize their children's freedom to play over maintaining cleanliness By understanding this sentiment, Unilever crafted a compelling message about family bonds that resonated deeply, resulting in a tenfold increase in sales for their OMO laundry detergent and establishing it as the leading brand in Asia.
2017) Therefore, the essential role of insights in emphasizing its position in the global presence is undeniable
Starbucks, a leading global coffeehouse chain, exemplifies the power of customer insight in its business model Founded on the understanding that consumers seek more than just quality coffee, Starbucks positions itself as a comfortable "third place" for people to unwind, socialize, and find inspiration away from home and work This unique approach enhances the customer experience, making the brand a favored destination in today's fast-paced world.
Human-centric marketing emphasizes treating customers as complete individuals with emotions and aspirations Marketers must address both the functional and emotional needs of their audience, focusing on their hidden anxieties and desires According to Kotler et al (2017), gaining deep insights into customers is essential for winning their hearts and minds.
A customer insight that contributes to some remarkable marketing campaigns contains three elements: truth, deep tension, and motivation A company discovers insight from such concrete formula (Tomorrow Marketer Academy 2018, 26):
Figure 8 Customer insight formula (Tomorrow Marketer Academy 2018, 26)
Unilever's OMO laundry product addresses the dilemma faced by moms who want their children to learn through play, even if it means getting dirty While moms recognize the importance of outdoor activities for their kids' development, they also feel the pressure of managing household tasks, including laundry Understanding this tension, Unilever's "Dirt is Good" campaign encourages mothers to embrace dirt as a sign of their children's growth and exploration The initiative aims to shift the perception that dirt is harmful, promoting the idea that outdoor play is essential for healthy development and learning.
TV or playing video games
3 Big idea for Edunation’s Pathway campaign
Edunation company
Founded in 2017, Edunation aims to build a talent pool and transform education into Finland's largest industry The company supports students globally in enhancing their skills through the Pathway diploma program, facilitating successful applications to partner universities in Finland and other European nations Edunation is committed to providing exceptional customer service throughout the application process, with knowledgeable staff ready to guide students on program requirements, necessary documentation, and all aspects of university applications.
Edunation is committed to supporting students in navigating the complexities of obtaining a Finnish residence permit, a common concern for those aspiring to study and live in Finland, known as the world's happiest country Recognizing the dedication and dreams of these students, Edunation values them as important clients and is motivated to provide the necessary opportunities for their success.
Edunation leverages a vast network of partner universities and applied sciences institutions across Finland and Europe to streamline processes for both students and universities The company prides itself on its expertise in international education, believing in its transformative power for individuals and its significant influence on long-term success With a strong admiration for the high quality of Finnish education, Edunation views it as a catalyst for global change However, they recognize the need for further enhancement and confidently position themselves as a "game-changer" in the evolution of Finnish education.
In just three years, Edunation has achieved significant milestones, establishing partnerships with twelve esteemed universities, including LUT, Metropolia University of Applied Sciences, and Hanken School of Economics The organization recorded an impressive 1,198 applications for the September 2019 intake, representing a diverse range of 26 nationalities These accomplishments highlight Edunation's successful growth and the continuous expansion of its partnerships.
Vision & mission cannot be excluded from the company’s introduction
Edunation aims to be the leading online education provider, attracting students to study both online and in selected countries The company is dedicated to building a diverse international talent pool for Finland, positioning education as a dominant industry in the region In essence, Edunation is establishing a powerful educational hub.
Edunation is dedicated to helping students achieve their professional goals by providing guidance for obtaining a world-class education and pursuing careers abroad The company views profitable growth as a key indicator of its success.
Edunation has established a core set of values that significantly enhance brand awareness, including Reliability and Quality, Cooperation, Customer Focus, Determination, and Learning and Innovation.
At Edunation, we prioritize reliability and quality in our customer service by fostering individual relationships built on trust and responsibility Our commitment to excellence is rooted in creating strong connections with our customers, ensuring their needs are met with care and dedication.
• Cooperation: Edunation encourages all stakeholders to work in close cooperation in a transparent, committed, and honest way to make a greater impact on future education
• Customer Focus: Customers are the imperative resource of the company, so that they long to ensure a valuable, trustworthy, and useful service to customers
The company embodies a "can do attitude," showcasing their unwavering determination to positively impact lives globally.
Continuous learning is essential for professionalism, and at Edunation, we prioritize growth by reflecting on both past mistakes and successes Our commitment to innovation drives us to explore new ideas and approaches, ensuring we constantly evolve and improve.
Pathway product
The Pathway program offers students a streamlined and cost-effective route to pursue higher education in Finland and the EU, guaranteeing a study place at a Finnish university without the need for an entrance exam Participants can earn accredited credits while studying from their home country, with Edunation’s program focusing on two main fields: Business and Engineering The program promotes flexibility by allowing online learning or study at hubs in Asia or Finland Students are required to meet specific English proficiency levels, with Standard (IELTS 5.0) and Extended (IELTS 5.5) options available Additionally, the Finnish education system emphasizes hands-on training, providing access to Finnish teachers and courses that enhance academic skills and major-specific knowledge.
Edunation Pathway programs offer students a unique opportunity to begin their journeys in diverse locations, serving as a solid foundation for their future endeavors Overall, these programs significantly enhance the brand's reputation and appeal.
Communication objectives and target audience persona
Students
Pathway programs are an excellent choice for students eager to study abroad in Europe, particularly in Scandinavia and Finland Edunation caters to those seeking to immerse themselves in new cultures and perspectives while pursuing English-taught bachelor’s and master’s degrees in one of the world’s top education systems This audience often faces challenges such as limited time to prepare for Finnish university entrance exams and a lack of familiarity with the exam format and the Finnish education system, including the nuances of residence permits and application processes Many potential students may also have never traveled abroad and lack connections in Finland, leading them to prioritize safer study options Additionally, they often struggle with standardized English tests like IELTS, SAT, and the entrance exams, which can further complicate their study abroad aspirations.
Students aged 17 to 19, both male and female, predominantly reside in various cities across Vietnam, including Ho Chi Minh City, Hanoi, Can Tho, Da Nang, and Hai Phong They are primarily freshmen in both public and private institutions or have recently graduated from high school, including gifted programs The focus is on single household compositions, with no income categories considered, as these students typically live with their families.
Students today enjoy surfing the Internet, socializing with friends at cafes, and shopping at malls, often seeking easy and safe experiences They tend to procrastinate and are increasingly interested in foreign education opportunities while sharing appealing photos on social media Safety and self-confidence are key values for this generation.
Age, gender, and relationship status
Geographic Live in Ho Chi Minh City and Hanoi, Can
Tho, Da Nang, and Hai Phong
Level of education Freshman (from public and private school) or just-gradated high school (public, private, and gifted high school)
Home environment Live in a house with their family
Table 3 Target audience demographics (Edunation 2020)
Surfing the Internet Hanging out with friends at a coffee house
Shopping and entertaining in shopping malls
I prefer an easy and safe way to approach everything
Foreign Educations Posting nice pictures on FB and Instagram
Values Safety and self-confidence Table 4 Target audience psychographics (Edunation 2020)
Parents
Parents play a crucial role in financial decisions regarding their children's education abroad, particularly those who prioritize safety, quality of education, and job opportunities over the destination's popularity Edunation caters to these parents, who are willing to invest between €12,000 and €20,000 annually for tuition and living expenses However, many are unfamiliar with the Finnish education system, including the differences between universities and universities of applied sciences, the Finnish application portal, and the necessary documentation for school and residence permit applications Additionally, they often struggle to find the time to assist their children with these processes and lack relatives in the EU or Finland for support Their concerns about their children's academic abilities add to their stress during this transition.
Parents of the targeted students must hold bachelor’s or master’s degrees, and are often executives in foreign companies or state officials Typically, these families consist of a married couple with at least one child, with household incomes estimated at a minimum of 3,000 euros per month Additionally, they are expected to own their own homes.
Parents today actively engage in online research and stay updated with news to alleviate their concerns about their children's well-being Their dedication to parenting is a lifelong commitment, and they take pride in attending study-abroad events and consuming related media to support their children's educational aspirations Above all, they value family and prioritize safety, reflecting their deep care for their loved ones.
Target audience insight
Customer insight, composed of motivation, tension, and truth, is crucial for developing a compelling big idea This article will analyze these three components to better understand the target audience's insights, ultimately leading to a more accurate conclusion Edunation offers valuable insights into this process.
Recent statistics indicate a significant trend among young Vietnamese, who increasingly prefer studying abroad over domestic universities, with the number of Vietnamese students overseas rising by 69% in the past six years (UNESCO, 2019) In 2019, approximately 108,527 Vietnamese students were studying abroad, placing Vietnam among the top 10 countries with the highest number of outbound students (The Pie News, 2019) This growing interest has sparked vibrant discussions on social media and popular e-newspapers, where students share experiences and insights about studying abroad Conversations often emphasize the benefits of international education, including cultural exploration, personal growth, and academic excellence, as evidenced by high IELTS and SAT scores These students are frequently viewed as role models, inspiring their peers to consider studying abroad As a result, a collective aspiration to pursue education overseas is emerging within the Vietnamese youth community (Edunation, 2020).
Edunation has conducted in-depth research to understand the motivations of young Vietnamese students who aspire to study abroad The findings reveal two primary reasons driving this ambition: the desire for differentiation and respect within their communities, and the influence of trends showcased by successful individuals online These role models instill a belief that excellence is necessary to meet the standards for studying abroad, prompting students to enroll in IELTS and SAT courses to achieve their dreams.
The Pathway product was developed to address the challenges faced by students aged 17 to 19 who struggle with standardized English tests like IELTS, SAT, and Entrance Exams, which are crucial for studying abroad These students view these tests as significant hurdles due to their complex structures and the extensive knowledge required for achieving high scores Despite their determination to succeed and the hope of securing acceptance letters for overseas education, they often grapple with fears of rejection and uncertainty about their future This situation highlights the interplay of truth, tension, and motivation in their pursuit of academic dreams.
Truth: Studying abroad is a big dream, which requires much effort to be qualified for overseas schools’ requirements
Tension: I have a fear of being rejected and going the wrong way though I try hard
Motivation: I desire to be paid off what I have tried by being accepted to study in an overseas school
Studying abroad is a significant aspiration that demands considerable effort, and I am committed to pushing myself daily Yet, I often question whether my efforts will yield results and if I am on the right path toward achieving this dream.
Brand connection and big idea
To develop a compelling marketing strategy, marketers must identify the brand's connection to the target audience's insights, ultimately leading to the creation of a "big idea." This big idea is a clear and relevant message that addresses the audience's needs and can be effectively implemented across various marketing channels to achieve communication goals.
The central theme of this insight is encapsulated in the Vietnamese phrase "Đừng mù đường," which translates to "Don't get lost." The author aims to provide guidance on how to develop this significant idea effectively.
Edunation prioritizes customer focus by striving to understand the significant challenges faced by its clients, positioning itself as a knowledgeable ally in overcoming these obstacles By gaining insights into customer needs, Edunation recognizes that its target audience often feels directionless in pursuing their dreams when clear goals are not established.
“Mù đường” refers to the struggle of individuals who, despite their efforts, lack a clear sense of direction towards their goals This challenge is particularly relevant for urban dwellers who often experience a poor sense of direction The “Pathway” product addresses this issue by ensuring study slots for program graduates, alleviating the fear of rejection among the target audience The slogan “Don’t get lost in your dream” prompts individuals to consider the right path to achieving their aspirations, positioning Pathway as a viable solution Edunation further reinforces this message by assuring students that their hard work will yield results Through relatable stories about navigating urban challenges, the overarching theme emphasizes that while being lost in the streets is common, losing sight of one’s dreams is not an option.
Answers to Research Questions
This thesis aims to identify a compelling big idea for an integrated marketing communication (IMC) campaign focused on Edunation’s Pathway product The central objective is to enhance brand and product awareness through a cohesive communication strategy Key inquiries include determining the campaign's big idea, exploring the process of creating this idea, and understanding insights about the target audience.
To create a compelling big idea, follow these four essential steps: first, establish clear communication objectives and define your target customer persona; next, uncover insights about your target audience; then, identify connections with your brand; and finally, articulate your idea in a clear and succinct manner.
Studying abroad represents a significant dream that necessitates considerable effort to meet the qualifications set by international schools However, the fear of rejection and the anxiety of potentially making the wrong choices can be overwhelming Despite these challenges, the motivation to achieve acceptance into an overseas institution drives individuals to persevere, hoping that their hard work will ultimately be rewarded.
Studying abroad is a significant dream that demands considerable effort, and I strive daily to achieve it However, I often question whether my efforts will yield the desired results and if I am on the right path.
Lastly, applying and practicing those steps, the author created a big idea for the campaign, called “Đừng mù đường”, which means “Don’t get lost” in English
Research about media strategy generation for the campaign is recommended to undertake
The central theme of the campaign revolves around the big idea, prompting further research into the most effective channels for its dissemination and the optimal message format that will enhance its impact.
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