Integrated

Marketing
Communications
Campaign
Proposal
For The Singapore Kindness
Movement

Team Members:
1. Sarah Patrice Pino
2. Margaux Jeanne Levy
3. Nur Aishah
4. Aaron Koh
5. Aw Jia Hui
6. Angela Yam

18 May 2016

All rights reserved 2016 Republic

Polytechnic DMCrePRESENT

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TABLE OF CONTENTS

Executive Summary
1.0

Introduction

2.0

Situation Analysis

3.0

Communication Objectives

4.0

Target Audience/Stakeholders Analysis

5.0

Communication Strategy & Key Messages

6.0

Communication Tactics: IMC Toolkit

7.0

Budget

8.0

Timeline

9.0

Evaluation

Appendices: This section should include (but not limited to)

Charts / Tables / Infographics
Mock-ups: sample press releases, sample posters,
sample advertisements, sample website designs,
sample social media designs, sample marketing
communication collateral, etc

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1.0 Introduction
In February 2016, Singapore Kindness Movements (SKM) Just Another Chair campaign has been
recieved well. Initially, SKM was only expecting a small turnout of 5 As a result, SKM hopes to have
an integrated marketing campaign to promote socio-cultural integration between foreigners and
locals.

2.0 Situation Analysis

This is to effectively analyze the enviroment to understand our own organization and also to
assess the general Singapore climate.
2.1 Internal Analysis of the organization
The Singapore Kindness Movement is supported by the government in most of their
projects to increase kindness amongst Singaporeans. Also, it is a well-established
organisation with a significant history.
However, SKM is a non-profit organization (NGO) and does not make much profits from
the campaigns they do.
2.2 External Analysis of the current enviroment
Singapore is relatively politically stable, as it ranked 3rd in a 2015 world competiveness
ranking of 61 countries, a study by a Swiss business school. The government is generally
supportive of Singapore Kindness Movement and our projects.
Economically wise, Singapore has a slow economical growth, according to an article on
Channel NewsAsia. The country is currently going through high unemployment rate and
also, slow wage growth.
Due to the lack of employment, there has been an increase in unhappiness. However,
Singaporeans are gradually becoming gracious. Some unique social behaviours observed in
Singaporeans are kiasu, humorous, respectful, strangely political and political,
according to the Smart Local, a local online publication.
Singapore is technologically advanced, and it is evident through the amount of
Singaporeans that are on social media. Singaporeans are always going online to surf the
web. According to a study by WEARESOCIAL.SG in January 2014, the average Singaporean
spends 5 hours 16 minutes online.
Also, Singapore has strict laws, with numerous laws and policies to abide by in the country
itself, especially in crime and hygiene. To hold events, there are processes and many
permits to go through and be processed by various government agencies.
Singapore has a typically hot climate and experiences haze from time to time, due to the
neighboring countries.
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3.0 Communication objectives

Our campaign aims to ensure that by the end of SKM Rewinds WE ARE and Hey Stranger
activities, there is an understanding of the importance of social integration by 75% of partcipants
through post-acitivty interviews.
Also, we hope to gain 50% positive responses by participants towards interactions between
foreign and local youth measured by sentiment analysis in the acitivites.
4.0 Target Audience Analysis
Our target audience will be local and foreign Republic Polytechnic students aged between 17 to 26
years old, both male and female. Our target audience are social media savvy youths that
appreciates current trends, vintage, retro and unconventional or hipster related type things.
With this in mind, our target audience are generally accepting of fresh ideas and concepts that is
circulating among the trending sphere.
We have discovered that our target audiences usage patterns trickle down to high usage of Social
Media (be it on Facebook, Instagram, Twitter and Youtube).
We can determine that just in a study done by WEARESOCIAL in 2014 that showed the result that
Singapore has the 5th highest penetration rate on mobile and that the average time people spend
online is a total of 5 hours and 16 minutes.
For Prior Knowledge on SKM this is what we find is in common:
They would Know/Not Know of:
-Singa (The Lion Mascot)
-SKMs Aim: to make Singaporeans kinder
-SKM being a non-profit organisation
-The advertisements/campaigns
They would have heard of SKM through: 1. mentions from friends, 2. social media (trending
topics), 3. the advertisements/campaigns.

5.0 Communication Strategy and Key Message

Key Mesage: A kind introduction from a local to a foreigner is the simplest way to social
integration.
On the hindsight, would be making use of social media platforms like Facebook, Twitter, Instagram
and Youtube to reach out to our youth target audience.
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The above mentioned platforms would be used mainly for pre-publicity.

Youths are the main users of these social media platforms and they are active on it too. Also, most
Singaporeans are on mobile and have access to Internet, be it through wifi or mobile data
subscriptions. According to iDA Singapores telcomm report, the mobile penetration for
Singaporeans is 148.4%, with at least 4 million mobile data subcriptions.
With these statistics, other online platforms like Youtube, would be effective in reaching to them
too. Youtube would be our platform to upload our post-event videos to show and further promote
the message of socio-cultural integration.

6.0 - Communication Tactic: (IMC Toolkit)

Pre-publicity
Using Facebook, Twitter, Instagram and Youtube, we will be showcasing our colletarals, teaser
videos, online contest and live coverages of the event.
For Twitter and Facebook, we will be including collaterals (see posters 1 to 3), live updates of the
event as well as linking up instagrams post to drive traffic there at the same time.
A 15 second teaser video, collaterals, live event coverage and social media contest will be posted
up on our Instagram page.
We will be showcasing and recaping the footages we have taken over the two days of event on
Youtube. This is to allow people to witness the raw and interesting interaction between a
Singaporean and a foreigner so as to raise awareness on the importance of forging good
relationships between a local and a foreigner.
A hashtag for the campaign itself, #SKMRewindIAM and for the live event,
#SKMCaptureTheMoment and #SKMRewind will be used across these four platform to garner
more attention from users to take notice of our event as well as to be used for easy tracking of our
event updates.

Facebook
We will be using our Facebook page to post our collaterals and also leverage on the current
amount of likes that the page has to promote our event. Also, we will be using the platform to
post our collaterals, such as the posters (see Appendix) and making use of the hashtag,
#SKMWEARE, which is intended for our Social Media Campaign.
The Facebook page will also play a part during the live event, as we will be posting updates onto
this platform on the day itself.
The posts will link to Singapore Kindness Movements Youtube and Twitter pages too.
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Instagram & Twitter

We will be using our Instagram and Twitter page to inform and promote the contests we will be
holding which are the WEARE & Capture the moment.
There will be coverage for behind the scenes as well as for the live event for the We Are contest.
Posts on Twitter will be linked to Instagram.

Youtube
For pre publicity, the Youtube page would be upload with the videos of us preparing for the live
event interviews to promote our event.
After that, for the post publicity, the platform would be used to upload a recap of the event to
refresh the event in our audiences minds.

Public Relations
We would be pitching to various print, online publications and radio station.
We are pitching to the Life! section of The Straits Times, Today newspaper and radio station
987FM. Also, we are pitching to The Smart Local and lastly, Youth.sg.
These platforms can help us reach our target audience as they always use these platforms and
they are targeted at our audience too.

Campaign Activites:
50 pairs of foreigners and locals to take part in the Hey stranger event to interact among one
another in campus area during campaign.
10 people to take part in our photoshoot for our social media campaign WE ARE that will span for
five days.
1. We Are _____ (interactive marketing)
We Are______ is one of our campaign activities that SKM is endorsing during the event. It is
visually based.
The team will be selecting people based off a survey who would like to participate in this event
and will gather them for a day to do the photo and video shoot. The pair will be of two different
cultures; one local and the other foreigner. With this campaign we will have a total of 10 people (5
pairs) to take part in our photoshoot for our social media campaign, We Are______ which will
span for five days online.

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First and foremost, there will be a video compilation of both locals and foreginers introducing
themselves individually and there will be text on the video and it captions, I AM this part of the
video will introduce their race individually before coming together.
We Are______ is a photo-based social media campagin that features both locals and foreigner,
introducting themselves together. It exhibits two people from different nationality sharing with
people what they have in common.
The picture will include text titled We are ______ The blank indicates what the local and the
foreigner have in common as a person regardless of their racial ethnic. For example, We are
Creative, We are fashionable. We are meticulous so on and so forth. This is to showcase that
there is the reiteration of taking the first step to introduce themseleves and show that though
they may have different cultures, they still are somewhat the same and able to find common
ground.

2. Capture The Moment (interactive marketing)

Capture The Moment is a photo competiton that captures the bond created between a local and
foreign student. What participants have to do is to submit a photo of themselves part taking in a
cultural activity that is foreign to them.
For example, A local chinese can picture themselves doing Indian dance, something that is not
what theyre usually accustomed to. They will then snap the photo and place it on their Instagram
with a comment related to their photo - why the love the activity from the other culturen. Then,
insert the hashtag (#SKMCaptureTheMoment) to participate.
We will look at the entires and the photo submitted with the highest number of likes, the person
will then be crowned the winner. He/She will then be able to win a film camera
Contacing the winner: The winner will be notified via instagram direct message and via a
comment on their wining post. SKM will send a DM and comment to the winner with the following
message.
Hello @______! You may proceed to Class____ to collect your prize. Than you very much for
participating in #SKMCaptureTheMoment. We hope you had fun and have a plesant day!

3. Hey Stranger (events and experiences, interactive marketing)

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Hey stranger is a social experiment-competition where a foreigner and a local are put
behind a curtain to communicate and find common interests. This allows them to break the
social stigma that they usually have with locals and foreigners.
2.1 Venue: Hey stranger event will be held in E33A. A detailed floor plan of the
venue is included below:

2.2 How it works

2 sets of locals as well as foreigners will enter the room from seperate doors, they will be
seated according to our instructions. They will enter the room one at a time to avoid
knowing who they are talking to. They will then converse, to find out as many common
interests between each other as they can. If they are unable to find a topic to carry on
conversing, we will provide them with a set of questions for them to ask the other party.
Afterwards, we will swap the locals while the foreigners remain where they are after
10minutes. We will make them meet up after their entire session is done. The entire
session will last for 20 minutes
2.3 Objective of Hey Stranger
It is to find out as many common interests between one other
It is to break the social segregation between a local and a foreigner through this
interactive activity.

2.4 Prize
18 pairs of foreigner and local will be up for the live event day. The winning pair will
win the grand prize of a 2D1N staycation for 1 worth $49(2 ticket per winner)

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For both locals and foreigners, interview sessions will be conducted before hand
accordingly as stated below.

To locals:

How many foreign friends do you have?

Whats your perspective of _________ (strangers nationality)?

Do you think its difficult to interact with foreigners?

Why?

To foreigners:

Whered you come from?

How long have you been in Singapore? - what are you here for?
studies/work/leisure

Do you have any friends who are Singaporeans/foreigners?

7.0 Budget
With the budget of $1000, we plan to use it on the following areas:
We would be spending money on our print collaterals, which would be around $15.
Our prizes which are cameras, namely Polaroid and Canon. The Polaroid would cost $60.
We are hoping to get Canon to sponsor us a flim camera as a prize for our participants.
For the cameras needed to film our videos, we would be loaning them from the resource centre in
Republic Polytechnic. This will include 6 DSLRS.
Sponsors
(Refer to Appendix - Sponsor List)

8.0 Timeline
The whole event, from the pre-publicity to post publicity, would be for 3 months.

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9.0 Evaluation

After the event, we would be setting up a post-event survey for our participants. Questions would
ask about the quality about the event and how it could have been better.
Also, we will be using our social media statistics to track the likes of our posts and hashtags. By
evaluating how many times the hashtag, #SKMRewind has been used , we are able to see how
well recieved it is. We can also see if it is trending.

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Appendix:

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(Trends and Insights appendix)

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(Suvrey findings)

(Poster 1)

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(Poster 2)

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(Poster 3)

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(Possible Sponsors)

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