PROPOSAL

By: Amelia. Chelsea. Elena. Joan.

Melody. Zsa

Target Audience
White Collared Workers
Both Foreign & Local

Demographics:

27 to 50 years old
Total foreign
workforce: 1,155,800

All genders, race,

religion, nationality
Middle - High Income

http://www.mom.gov.sg/documents-and-publications/foreignworkforce-numbers

Psychographics:

Tech Savvy
Yearn belongingness
Busy work schedule

Media Usage:

Savvy in both
traditional and new
media

Social media
platforms includes:
Instagram, Twitter,
YouTube, Snapchat,
Vine

http://www.straitstimes.com/singapore/many-foreignworkers-in-singapore-use-social-media-to-connect-w
ith-home

Primary
Research
Interviewed Singaporeans & foreign white
collared workers on their feelings and thoughts
about social integration in singapore

Findings from the Survey:

1. 10/10 interviewees mentioned that there are no integration
efforts in their companies.
2. 10/10 interviewees are open to understanding more about
the expats in their companies.
3. They feel that the social integration efforts in singapore can
be improved on.
4. They are interested in joining events that cater to
integration issues.
** 4/10- Foreign white collared workers, 6/10 - Local white collared workers

Secondary
Research

Population statistics

Source: Singstats

Singaporeans Mindset

Xenophobia still exist

but its not as
apparent in the real
world as it is digital

Integration efforts
cannot be one
sided, it takes two
hands to clap.

Source: http://www.channelnewsasia.com/news/singapore/are-singaporeans-anti/1777708.html

What foreigners think of Singapore

Foreign white
collared workers do
have concerns
regarding Singapore,
just like any other
Singaporean would.

Source: http://www.channelnewsasia.com/news/singapore/are-singaporeans-anti/1777708.html

Why Expats choose SG

Source:http://www.straitstimes.com/business/economy/expats-vote-singapore-the-best-place-in-the-world-to-live-and-work

Why Expats choose SG

Understanding foreigners

The concept
we are using
will be touching
on the social
aspects of our
target
audience.

INSIGHT
Foreign white collared workers
crave a social bond. They want to
see familiar faces in the country
that they are working at due to the
need of a sense of belongingness
in the country.

Project Aim
To encourage integration between foreign white-collar workers and locals.
We hope that this project will help to reduce the segregation between
white collar workers and locals and reinforce the importance of social
integration
Through many surveys & studies, it has been seen that there is still a significant
segregation between foreign white-collar workers and locals, despite much efforts to
unite the two groups.
Over the years, although there is notable integration that has taken place, there is
still room for improvement.

OBJECTIVES
1.

To raise awareness of the importance of integration with foreign & local

white collared workers through our efforts by getting, at least, a total of
1000 Retweets and Likes combined, on Facebook, Instagram and
Twitter by the end of August 2016.

2.

To motivate change in our target audience attitude, to get them to want

take the first step to understand each other better.

3.

To encourage our target audience to attend our events and participate

in our interactive marketing efforts through our publicity efforts.

4.

By the end of #ProjectAcceptance, we aim to get at least 300

participants for the event through PR and publicity efforts.

CAMPAIGN

BIG IDEA
We will use a campaign called:

PROJECT ACCEPTANCE
to engage the target audience through
marketing efforts such as an event and using
online platforms.

Acceptance
starts with you
Key Message

Acceptance has to happen before Integration can.

We believe that integration begins with every

individual.
Everyone has a part to play towards
singapore being a more inclusive society.
Our entire campaign is targeted towards
motivating individuals to stepping up and
taking initiative to create a more accepting
society.

TACTIC 1

EVENT IDEA
#ProjectAcceptance
Booth cum Interactive exhibition
Venue: CBD area (Raffles foot path/grass patch)
Time: Lunch (11.30pm - 3pm)

Booth Visualization

Project
Acceptance

Tactic 1 (Event)
PRE EVENT PHASE 1
Giving out of
Acceptance cards to
white collared workers
can also be used to
redeem gifts.
Cards: 800
bags: 400

Gift

Acceptance card

A card for people to fill in what their version of acceptance is in relation to social
integration ( foreign & locals)
People have varying views of what acceptance is so we want to showcase that
To be given out to certain companies, to be given out to employees

Goodie bag
1.

Post It* + Chocolate + Card + Promo code +

Coffee / Tea bag for the attendee

2.

Chocolate + Promo code + Notes to pass to a foreign

or local white collared worker (initiative by attendee)

Contains a gift for

2. One for the
attendee and the
other is the
attendees
initiative to give
someone else.

VIRTUAL GIFTS
Potential collaboration with ZALORA (Online retail) for a discount code
exclusively for our participants
Appropriate for our target audience and known for giving out discount
codes

Tactic 1 (Event)
PRE EVENT PHASE 1
Giving out of
Acceptance cards to
white collared
workers can also be
used to redeem gifts.
Cards: 800
bags: 400

Gift

EVENT PHASE 2

Cards will be
exchanged for a
goodie bag slotted
into brain box
A feature on tactic 2
@ booth(video idea)

Tactic 1 (Event)
PRE EVENT PHASE 1
Giving out of
Acceptance cards to
white collared
workers can also be
used to redeem gifts.
Cards: 800
bags: 400

Gift

EVENT PHASE 2
Cards exchanged for a
goodie bag> slotted
into brain box >
feature on tactic 2
(video idea)> props for
participants to take
their own photos.

POST EVENT PHASE 3

Goodie bags > pass the
card forward to another
foreign friend.

To initiate and take the

first step in acceptance
and integration.

How to differentiate between local &

Foreign white collared workers

1. Before we give out the card, We get them to write down

the first Alphabet + 4 numerals of their IC/FIN number
2. When the goodies bag are being collected, same
procedure to see if we have a far split between the
number of cards given to both SG & Foreign white
collared workers.
E.g. 200 cards are given out to local workers & 100 given out to
foreign workers.
We hope to give out at least 400 goodie bags.

Poster

COMPANIES TO REACH OUT TO

Tel: 67374844

help-OHR@rp.edu.sg

Tel: 65014900

TACTIC 2

Tactic 2 (Video)
Locals & Foreigners read Mean Tweets
Inspired by Jimmy Kimmels:
Celebrities read Mean Tweets

THE IDEA:
Make use of that concept to garner attention, post it up to Twitter, Instagram and
even Facebook platforms.
Video will also be played at the booth, on constant replay as part of the exhibition.

WILL IT WORK?

Tactic 2 (Video)
Step 1. Compile reactions of locals reading mean tweets and how they
are defending the foreigners.
Step 2. Go down to CBD areas like Raffles to film foreign white
collared workers reading the same mean tweets. We will be
showing the video of how locals are defending them & get their
reactions for it.
Step 3. Compile the two videos together.
We can use this video as:

A Pre-pub video on social media platforms like a 60sec teaser on

instagram.
A full length video to show on the day of the event.

VIDEO CONCEPT

After collating the interviews...

Instructions
1.

Inform locals that they will be filmed and their task is to read a mean tweet on
screen. (Able to show them example through Jimmy Kimmels video)

2.

Get locals permission to include footage for publicity.

3.

Go down to raffles place park to get footage of Foreign white collared workers
reading mean tweets. Ensure to give them disclaimers before showing them the
video.

4.

Get permission to include their footage into the publicity video.

TACTIC 3

Tactic 3 (Social Media Competition)

Instagram: Get people to post about what acceptance is to them
through their picture and caption, tagging SKM and using the hashtag:

#PROJECTACCEPTANCE
There will be 2 category of winners:
Most Creative post (To ensure posts have originality/potential to go
viral)
Most Liked post (To create awareness)
Why instagram?
Research has proven that it is one of the more frequent platforms by
white collared workers.

POSSIBLE COLLABORATION

:114,500

: 23,700+

Collaboration with Humans Of Singapore (HOS) to feature on our event/competition

on his social media accounts.

Invite Shitij Nigam, the human behind HOS to join the competition, New Delhi born,
relevant to the nature of the project.

The collaboration will allowed us to reach out to our target audience, yet being able to
leverage on Humans Of Singapore social media followers.

Overall Timeline

SOCIAL MEDIA TIMELINE

Week 11,12,13
Accounts: SKM, RPDMC,
Humans of Singapore

Week 11, 12,13

Accounts/Pages: Project
Acceptance page
(https://www.facebook.com/Pr
ojectAcceptanceSKM/), SKMs
Facebook Page, Humans of
Singapore, RPDMC

Week 11,12,13
Accounts: SGKindness, RPDMC,
Humans of Singapore

SOCIAL MEDIA TIMELINE

Week 11,12,13
Pre publicity: Gifs, posters,
short videos

Week 11, 12,13

Pre publicity: posters, short
videos

Week 9, 10, 11,12,13

Pre publicity: Posters, short videos,
#ProjectAcceptance competition.

Event publicity: Live

tweeting on the event itself

Event publicity: Sharing of

posts which has the hashtag
about the campaign,short
videos of happenings on the
event

Week 9(Start)

Post publicity: Polls

Post publicity: Polls, sharing

of posts

Week 12(End)

Event publicity: Insta share on

relevant posts with the hashtags, live
updates through photos/ videos
Post publicity: Sharing of posts
from the event, #throwback

BUDGET

Item
Marketing
Collaterals

Estimated cost
Customized cards

Total
$100

$19.99- 250 cards

$64.00 -800 cards
Posters

Equipment
Gifts

TV, speakers, stand, tables and chairs

-

Wholesale chocolates
Gift bags, tea / coffee bags
Ribbons
400 cards- $31.98

$0
$432

400 gift bags to be prepared

Logistics

Booth Tables, Exhibition display stands, A3 boards for

exhibition etc

$100

Miscellaneous

Banner, Post its, Markers, sandwich boards

$100

Competition prizes

Vouchers

$200

*Extra money from $1000 budget would be used as emergency money

Total: $932

EVALUATION

Campaign Evaluation
1.Public Relations
a.
b.
c.
d.

Monitor mentions online through Google Alerts with

specific keywords (Project Acceptance, Integration etc.).
Monitor hashtags on our media vehicles - Facebook,
Twitter, Instagram. (#Project Acceptance).
Qualitative sentiment analysis to be done as well to
determine the success of the campaign.
Media Monitorings on our campaign.

2. Trace number of cards/gifts given out

a.

Looking at the response will let us know if we have

successfully engaged our target audience.

3. Survey with white-collared workers

CONTINGENCY
PLANS

PRE-EVENT ( Social Media)

1.
-

Before the video, put a disclaimer.

The following video is a compilation of snippets of a social experiment that was conducted
to showcase how Singaporeans feel regarding Foreign white collared workers reacting to
xenophobic tweets. This video is not meant to be representative of all Singaporeans nor is it
meant to offend nor criticize any one. Our objective is to purely to raise awareness on how
xenophobia still exists in singapore, be it superficially or not. All of the content used in the
video are real and not doctored.

2. If there are less than 15 negative comments regarding the video, nothing
needs to be done.
-

There will always be people who will be posting negative comments, however as long as that
number is minimal, there should not be anything done. We dont want to bring more
awareness to the negativity anymore than it being there does

PRE-EVENT ( Social Media)

3. Backlash: delete and block user (where possible)
-

If there is more than 15 people trolling (commenting negatively with no basis), the
best way to avoid any more attention driven their way would be to delete their
comments and move on from there.
Crucial to not delete all negative tweets and select only those trolling, or it could
reflect badly on us.

PRE-EVENT ( Social Media)

4. If there are negative comments circling throughout social media,these should be
released on our platforms in response:
Use this statement if people are saying the videos are offending:
We understand your concern. However, the video is purely to raise awareness of xenophobia in Singapore
and there is no intention to offend or hurt anyone.

Use this statement if people are saying all this is unethical:

Participants are aware that they will be looking at a mean tweet before hand and permission was given to use
their footage for sharing purposes.

Use this statement if people are saying all this is made up:
Content used in the video are all actual tweets/reactions.
We hope you can understand that the video is not meant to offend nor criticize anyone.

PRE-EVENT (Logistics)
1.

Insufficient Budget

Look for wholesale sellers for items

Alternate items in the goodie bag so as to cover the lacking items

2. Insufficient items

Alternate items in the goodie bag so as to cover the lacking item

Look to SKM for any of their extra collaterals to make up (Pens, Post-its etc)

EVENT (Logistics)
Sound equipment/speakers fail (Faulty equipment)

Have someone bring a portable speaker just in case.

Also bring a loud hailer just in case the mics fail. ***

** We need to obtain music rights from COMPASS/ Play royalty free music

EVENT (Lack of participation)

1.

Rely on our own connections to get people to come and support the event
(e.g. Friends and relatives)

2.

Apart from the campaign, we can also spread the news through word of mouth
(e.g. Friends of friends)

3. We can start by reaching out to RPs lecturers and request for their participation.
(RP has a total of 7 schools , each with their own group of staff, hence would be a sizeable
amount of people to work with)

EVENT (Wet Weather)

1.

Get permission from nearby malls beforehand to shift to an

area under them that is sheltered. (e.g. One Raffles Place,
UOB Plaza)

2.

Update all social media platforms in use of change of

location.
Come up with a designated collateral/visual to post before
hand. (e.g. Facebook, Twitter, Instagram)

EVENT(Wet Weather)
3. Contact SMRT beforehand to get permission to set up a booth/give out the
goodie bags.
4.

Create sandwich boards (To draw the crowds in and create more awareness)

5. Ensure that the materials used at the booth are water resistant and use paper
weights for collaterals that fly away easily (in case of wind).
(e.g Ensure that post its are stuck on with stronger adhesive, photobooth props are laminated
and waterproof)

EVENT (Venue)
1.

Lack of space

Too many activities thats taking up too much space.

Shift everything to just the booths.
Shifting of the activities to the booth itself.

2.

Sudden change of venue

Due to any of the reasons mentioned above

Update on our Social Media Platforms with updated posters.
Have people with sandwich boards roam around to pull people to the area.
Update people by pasting signages.

POST-EVENT (Evaluation)
3.

Lacking in Participation (Surveys)

Due to any of the reasons mentioned in slides above

- Provide additional incentives for survey takers
(Small gift/chocolate etc)
- Find an alternative group of participants to take part in the surveys
(Probably RP staff as they are a lot more accessible to us)

Miscellaneous

PROGRAMME RUNDOWN

Collaterals from SKM (TBC)

400 post-its/ 400 pens / 400 badges

or
A mix of 200 post-its and/or 200 pens and/or 200
badges.

THANK YOU
Any Questions?