AMERICAN INTERNATIONAL SCHOOL x
Real-World Learning Week 6-12 June 2018
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NAME: COMPANY: TEAM NUMBER: COMPANY ROOM: (REFER TO PAGE 25)
Scan to join COLLIDE’s Q&A Whatsapp Group
Designed and Produced by
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TABLE OF CONTENTS About OWN Academy
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About American International School
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Learning & Creating for The Real-World
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Etiquette When Interacting with Clients
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Panelists
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Workshop Leaders & Mentors
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Client Companies
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Program Schedule
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Workshop Rooms
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Company Rooms
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Daily Checklist and Guide - Day 1: Understand
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- Day 2: Skills Building
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- Day 3: Strategize, Plan & Create
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- Day 4: Create, Partnerships & Finalize
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- Day 5: Pitch
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Supporting Organizations
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List of Locations for Day 3 Content Creation
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Sponsors 3
ABOUT OWN ACADEMY OWN Academy is a Career Life Incubator, with a focus on real-world learning, exposure to the up and coming industries and training of the 21st skill sets for success. With a strong network of diverse professionals and modern industries, OWN Academy provides exclusive access to mentors and companies that complement students’ career life planning. OWN Academy believes that true potentials are unlocked when students begin on a journey to wonder and start identifying their directions in life. Partnering with only high-quality industry leaders, online and offline educational providers, OWN Academy’s programs encapsulates the essence of creativity, innovation and entrepreneurship.
NATALIE CHAN
FOUNDER & CEO OF OWN ACADEMY 5
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IG Natnat4eva | Ownacademy FB Ownacademy.co Web Ownacademy.co
Natalie Chan is an educator, engineer, film
producer,
adventure-seeker,
entrepreneur and a Global Shaper of the World Economic Forum. Born and raised in Hong Kong, Natalie’s education background ranges from a local Chinese school, international school, boarding school and university in the United States. Natalie’s curiosity in education was sparked from the realization that there is a misalignment between the focus of schools and the real-world expectations. After three years in the corporate world, Natalie spent six years in education before founding OWN Academy in 2016 with the goal of solving the gap between schooling and employment, help students find their purpose in life and equip them with the skills and mentality to success.
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ALFIE CHUNG
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IG
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Alfie began his career working with wild
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Alfiechung
animals before moving onto education
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and education program design. His N A T A L I E
mission is to create fun and valuable
CHAN
learning opportunities for young people.
Alfie is a Google Earth Education Expert (GE3) and an Advisory Board Member
for Google Earth Education.
FRANKLIN HA Franklin is known as an innovator attended
schools
different
countries
different
systems.
and He
in
four
in
four
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graduated
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who
from university with two degrees in
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Political Studies and International Relations. Upon graduation, Franklin
N A T A L I E CHAN
accepted a position working within
the governments of Canada and the United States. He returned to Asia in
his own firm.
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the education industry and running
2008 and divided his time between
ABOUT AMERICAN INTERNATIONAL SCHOOL The American International School (AIS) is a fully accredited, independent, coeducational international school for students from Early Childhood through Grade 12. AIS offers a strong and innovative college-preparatory academic program based on U.S. educational standards supported through international best-practices in teaching. AIS is committed to providing students with a rigorous, well-balanced educational experience that will challenge them academically, stimulate their thinking and provide them with opportunities to grow into confident young men and women, committed to lifelong learning and prepared for the responsibilities of global citizenship. Recognized for its positive, student-centered approach to teaching and learning, AIS values the sense of community within the school. The school emblem, the eagle, is a universal symbol of strength, endurance and pride that unites everyone under the motto: Justice, Knowledge and Love.
JUSTICE
We expect students to be fair, open-minded, honest, and responsible. This includes following school rules and meeting academic expectations.
KNOWLEDGE
We expect students to engage in the pursuit of truth, and to actively develop the skills needed to successfully investigate the world. This includes demonstrating academic integrity. We do not tolerate lying, cheating, or plagiarism.
LOVE
We expect students to be united. This includes whole-hearted cooperation, collaboration, kindness, and school spirit. We do not tolerate physical or verbal abuse, or any form of bullying.
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Statement from Mr. Wing about Collide, 2018 MR. MIKE WING
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AIS HIGH SCHOOL PRINCIPAL
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The End of Year program has usually
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sought to extend students learning
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outside of the classroom, but this year
N A T A L I E CHAN
we are providing a more meaningful
experience that will offer students
the chance to connect with real clients and develop digital marketing
campaigns that develop students’ competencies and experiences with real-world experiential learning. To help us to facilitate this engaging and dynamic program, I’m excited for us to partner with OWN Academy as they ask students what they want to learn and pair them with industry leaders
to
create
a
customised,
unique learning experience.
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LEARNING & CREATING FOR THE REAL-WORLD Marketing is a vital component of a business. Even a perfect product requires marketing to effectively reach the consumer. Marketing is more than promoting products. It is the channel for companies to communicate the vision, belief and lifestyle that their brand represents. A good marketing campaign shapes the image of a company. A good advert and a good slogan transcend generations. Today we have direct access to information and communications 24/7 through technology and social media. This has led to an entire new space in marketing - the digital market. With it comes new tools and new methods of engaging with your customers. In this program, students will come together as a “Student Creative Agency� to learn the relevant knowledge and skills to create a comprehensive marketing pitch to real companies from a wide range of industries. It is an opportunity for companies to discover talent and potential. While students can leverage this program to showcase their creative capabilities, build their portfolio and professional capacity that will ultimately lead them to interviews, internships and future opportunities.
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ETIQUETTE WHEN INTERACTING WITH CLIENTS In this program, you will have the chance to interact with a real client company to evaluate their marketing needs in order to create a marketing pitch. This is a chance for you to win an internship at a great company. First impression is everything - so be professional!
BE PREPARED - The key is in the preparation - Have a clear understanding of what you want to achieve - Ask good, inquisitive questions
BE CONFIDENT - Get off to a good start to overcome your nervousness - Smile, make eye contact, shake hands firmly upon meeting and leaving - Sit up straight and be interested in the interaction - Say thank you
BE RESPECTFUL - A real client have gone out of their way to provide you time - Be polite and respectful - Use a pen and notebook rather than your phone or laptop to take notes - Listen carefully and keep your hands to yourself
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PANELISTS DAY 1 DAVID KETCHUM
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CEO & FOUNDER OF CURRENT ASIA
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David is founder and CEO of Current Asia, a company that uses data to create better customer experiences and make marketing more effective. Previously, he founded Upstream Asia, a regional digital and marketing communications network that was acquired by Bite Communications. He also served as SVP, Marketing and Communications for Calvin Klein Asia, and held senior positions with BursonMarsteller and Hill & Knowlton in Asia, Europe and the US. He’s the author of BIG M, little m Marketing: New Strategies for a New Asia.
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N A T A L I E
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TW CurrentAPAC Web Currentasia.com
KAREN WONG
CO-FOUNDER OF ON AIR COLLECTIVE
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An entrepreneurial spirit and a curious mindset are what unites the strategists, visionaries, creatives and technophiles here at On Air Collective, an experiential marketing and creative agency dedicated to helping brands leap forward and achieve their goals. We accomplish this by creating original, cross-discipline campaigns that make brands tangible, vivid and valid to consumers, and by building solid business development strategies that lays the foundation to success.
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N A T A L I E
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FB Onaircollective IG Onaircollective, Web Onaircollective.com
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AARON WELLER
CEO & DIGITAL MARKETING STRATEGIST OF ELEVATE DIGITAL
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Aaron Weller brings a wealth of knowledge through personal experience. Over a period of 15 years Aaron has built and sold several online companies who relied solely on digital marketing for growth. Aaron was an early investor, instrumental in the success of one of Australia’s fastest growing online marketing companies in Australia.
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N A T A L I E
CHAN
FB ElevateDigitalHK TW ElevateHongKong Web Elevatedigital.hk
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BRYAN SMITH
DIRECTOR OF STRATEGY & BUSINESS OF ELEVATE DIGITAL
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Bryan has worked within Business Development & Solutions Consulting for the 10 Years across APAC & EMEA Regions. Industry Certified within a variety of Digital aspects, he prides himself on a personable, relationship based approach to clients & is driven by results.
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N A T A L I E
CHAN
FB ElevateDigitalHK TW ElevateHongKong Web Elevatedigital.hk
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PANELISTS DAY 2 ADAM RABY
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FOUNDER & DIRECTOR OF MAZU RESORTWEAR
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Born in Hong Kong and raised in the UK, Adam Raby was working in advertising and sports apparel when he saw a gap in the Asian market for luxury men’s swimwear and decided to start his own brand.
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N A T A L I E
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FB TW IG Web
Raby is passionate about creating a brand that celebrates Hong Kong’s unique relationship with the water. “Hong Kong is called the fragrant harbour; it’s an island and a trading hub. We have distinctive boats with eye-catching sails on our seas and the brand fits so nicely with our city”. Passionate about the sea, Raby is also adamant that we give back to the ocean, considering it accounts for 71 percent of the earth’s surface.
Mazuresortwear MazuResortWear Mazuresortwear Mazuresortwear.com
“Hong Kong beaches need a serious cleanup. I always knew I wanted to help the oceans, and our future designs will partner with local maritime charities to give back to our community.”
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DAY 3 TRACY WONG
FOUNDER OF TRACY WONG PHOTOGRAPHY AND CO-FOUNDER OF TRACE
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Tracy has made a mark as a commercial and lifestyl e photographer. Twice featured as a suggested user on Instagram, Tracy has reached over 45 thousand followers on the social media platform.
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N A T A L I E
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Tracy’s latest projects include destination stories for Marriott International, lifestyle content for menswear startup UNCVR.
IG Tracywongphoto Web Tracywongphoto.com
MARC ALLANTE
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ARTIST & DIRECTOR OF MARC ALLANTE ART
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Hong Kong born artist Marc Allante has a vast international following and one is one of the most sought after young emerging artists today. Self taught, Marc started his career in the corporate world, based in the financial services industry. Working on his art part-time, his art went viral online, and his paintings were featured by the Huffington Post, The Independent, Esquire, Daily Mail, in various art, design blogs the front page of reddit and news publications internationally. This allowed him to pursue his dream of a career in the arts full time to this day.
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N A T A L I E
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IG Marcallanteart Web Marcallante.com
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WORKSHOP LEADERS & MENTORS
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N A T A L I E
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N A T A L I E
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IG Annecberry Web Capsule48.com
Web Brinc.io
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N A T A L I E
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ANNE BERRY
Filmmaking, Photography, Digital Marketing
Marketing Concepts, Marketing Strategy, Marketing Communications
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ANDREW MCCARTHY
N A T A L I E
CHAN
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AVANI GUPTA
ANNIE WONG
Branding, Qualitative and Quantitative Research, Partnerships
Account Management, Project Management, Analytical Strategy
Web ltilhk.com
IG Avnigpta
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N A T A L I E
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IG Hayleylyla Web Hayleylyla.com
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Fashion, Entrepreneurship, Content Creation,Digital Marketing, Photography
Web Openminds.hk
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HAYLEY LYLA
ELIZA LEE
E-commerce, Business Development, Digital Strategy, Marketing Strategy, Social Media Analytics
N A T A L I E
N A T A L I E
CHAN
CHAN
MARC ALLANTE
MAXIMILLIAN LAI
Art, Design, Digital Marketing, Social Media, Growth Hacking
Motivation, Fitness, Training, Community
IG Marcallanteart Web Marcallante.com
FB Urbanactivehk IG Urbanactivehk
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WORKSHOP LEADERS & MENTORS
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N A T A L I E
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N A T A L I E
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IG Msmichellewylee Web Michellewylee.com Capsulesociety.com
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Branding, Social Media, E-mail Marketing, Shopify E-commerce Development, SEO
IG Rushmore550 Web Michaelrushstudio.com
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N A T A L I E
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MICHELLE LEE
MICHAEL RUSH
Cinematography, Photography, Video Production, Sound Design
N A T A L I E
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OLIVIA LEE
RUDY CHAN
Creative Writing, Public Speaking, Social Media, Digital Publishing, Branding
Social Media Marketing, Influencer Marketing, Cloudbreakr
IG Thecloseteur Web Thecloseteur.com
Web Cloudbreakr.com 16
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N A T A L I E CHAN
N A T A L I E
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RUI QI LIM
Copywriting, Creative Strategist, Counseling, Motivational Speaking
SARAH VEE
Digital Marketing, Events, Public Relations, Branding and Team Management FB Sarahveeofficial IG Sarah.filipina Web Highlight.asia
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N A T A L I E
N A T A L I E
CHAN
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TRACY WONG
VICTORIA CHAN
Portrait Photography. Lifestyle Photography. Marketing Strategy. Social Media
Creative Solutions, Events Management, Strategic Brand Activation, Influencer Relations, Talent Acquisition and Booking
IG Tracywongphoto Web Tracywongphoto.com
IG Victoriakellyc 17
CLIENT COMPANIES Our vision is to be the default choice for the people that want to grab a fast and affordable meal, without compromising their health. 12NOON realizes that people of all age would like to eat better without essentially denying themselves the enjoyment of a delicious meal. At 12NOON we sees ourselves as redefining fast food culture: quick meals and takeaways should not necessarily lack in nutritional value, and healthy foods ingredients.
FB 12NoonOfficial IG 12noonofficial Web Twelvenoon.net
A.C.F is a contemporary gender-neutral streetwear brand with an eco and ethical ethos. Our company mantra is, “It’s better to do a little of something than a lot of nothing” and we are challenging the way most fashion labels are run. We see ourselves FB ACFclothing IG ACFclothing Web ACFclothing.com
as ethical warriors and eco ninjas by changing the way we do businesses.
Campfire Collaborative Spaces is Asia’s fastest growing network of shared spaces. With real estate at a premium in most ma jor cities, Campfire provides reliable and flexible sites to maximise utilization. Our sites have been designed to provide every tool and service possible for members to grow. Through our network of shared spaces, we dedicate ourselves to FB CampfireCreative IG CampfireCreative Web Campfire.work
providing customized connections and communities to everyone, online and offline. 18
Grana is an online fashion company based in Hong Kong. In addition to operating online, Grana has an offline showroom called “The Fitting Room” in Hong Kong, where people can try on the products and order online. Grana was co-founded by Luke Grana and FB Granacom IG Granacom Web Grana.com
Pieter-Paul Wittgen and officially launched in October 2014. Grana opened their first brick-and-mortar store in Hong Kong in September 2015.
Jumpstart is Hong Kong’s first print publication geared to startups and small businesses. In the last three years, Jumpstart has grown to become a well-known brand in Asia’s rapidly expanding startup community. We cover topics like crowdfunding, smart city, blockchain, FinTech, AI, robotics, IoT, manufacturing, lifestyle and more. We are currently distributed in 38 cities across 10 countries.
FB Jumpstartmag IG Jumpstartmag Web Jumpstartmag
LIGHTS//OUT is an immersive experience driven by music and grounded in boxing. You will find elements of strength and conditioning, HIIT, AMRAPs, and pyramids throughout the classes. The playlists, the lights, the FB Lightsouthk IG Lightsouthk Web Lightsouthk.com
bags... everything is designed to move with you as you punch, jab, and sweat your way through 8 rounds of hard hitting fun.
LUXE City Guides are the stylish print and digital travel guides packed with astute, opinionated information for modern, sophisticated travellers. For over 15 years, LUXE City Guides have been the goto trusted source for highly curated, ultra-researched destination information from the insiders. LUXE covers everything from hotels and restaurants to spas, bars, boutique and bespoke shopping, as well as services, specialists and personal guides - if it’s in LUXE, it’s IN. 19
FB LUXECityGuides IG LUXECityGuides Web LUXECityGuides. com
CLIENT COMPANIES Fresh, healthy meals delivered at lunch. We focus on group buying at wholesale prices. Group lunches help team building, wellness and productivity. We believe in healthy, convenient, and smart food choices. Nosh prides itself on sourcing the best ingredients so that our customers enjoy a delicious meal in the comfort of FB Noshmeals their home or office. At NOSH, we focus on every step IG Noshhk Web Nosh.hk/Mealplans of our ingredients’ journeys.
As part of South China Morning Post, Hong Kong’s leading English newspaper, Young Post is aimed at a younger student audience between 12 and 20 years old. It is Hong Kong’s most popular newspaper amongst senior secondary students. A vibrant, educational read for teenagers, Young Post deals with topics relevant to the local syllabus.
Shadow Factory is a
B2B
FB Youngposthk IG Youngposthk Web Yp.scmp.com
virtual,
augmented,
and mixed reality production services company headquartered in Hong Kong. We produce quality, story-driven,
fully
immersive
and
interactive
experiences, and offer new and exciting ways to FB ShadowFactory IG ShadowFactory Web ShadowFactory..com
engage audiences. An outstanding team equipped with extensive skill sets and the latest digital toolkits, we are the one-stop-shop for all your VR needs.
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Founded in 2015, Snapask is an education technology company that applies artificial intelligence, and cloud services to make education more effective, personalized, and accessible to everyone. Snapask FB Snapask IG Snapask Web Snapask.com
started out initially with our flagship “Question & Answer” (Q&A) platform, which allows students to obtain instant homework help from our tutors.
Sol Passion Music has been sitting at the forefront of electronic music education, performance and technology in Hong Kong. Our team is composed of DJ’s, music producers, certified trainers and musicians, with a wealth of knowledge and years of professional experience in the music industry. Here at Sol Passion Music, we believe in delivering the highest quality of all-round service and are attentive to the needs of our students, educators, customers and partners. Our passion for what we do and our drive for excellence is what we believe makes us stand out as industry leaders in Hong Kong.
FB Solpassionmusic IG Solpassionmusic Web Solpassionmusic.com
We are a supportive, friendly and like-minded community who love to train hard, share knowledge and have fun. Whoever you are, young or old, new or experienced with training, we believe that there is a warrior in everyone and at the Academy, we provide FB Warriorhongkong IG Warriorhongkong Web Warriorhongkong.com
everything you need to achieve the transformation you want. Our mission is to help you navigate your journey in health and fitness.
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PROGRAM SCHEDULE WEDNESDAY
Check-In (Home Rooms) & Housekeeping
08:00 - 08:30 08:30 - 09:30
09:30 - 09:50
THURSDAY
CONCEPT VS. IDE Adam Raby (Room 123)
MARKETING 101 David Ketchum & Karen Wong (Room 123) RECESS
09:30 - 09:50
09:50 - 10:00
Check-In
10:00 - 11:00
MARKETING EFFECTIVE STRATEGIES: TOOLS & TACTICS ONES THAT FOR MARKETING WORKED & ONES SUCCESS THAT DIDN’T Bryan Smith Aaron Weller (Room 333) (Room 123)
10:00 - 11:15
WORKSHOP BLOCK 1
11:15 - 12:15
MARKETING EFFECTIVE STRATEGIES: TOOLS & TACTICS ONES THAT FOR MARKETING WORKED & ONES SUCCESS THAT DIDN’T Bryan Smith Aaron Weller (Room 123) (Room 333)
11:30 - 12:50
WORKSHOP BLOCK 2
12:15 - 12: 50
QUESTION BRAINSTORMING
12:50 - 13:30
LU
13:30 - 13:40 13:40 - 15:00
Check-In Meeting Client Companies Company Rooms or Out of School
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WORKSHOP BLOCK 3
RED - Panel Talks in Room 123 or 333 GREEN - Workshops in Workshop Rooms: Refer to Page 24 PURPLE - Proposal Building in Company Rooms: Refer to Page 25 FRIDAY
MONDAY
TUESDAY
(Room 123 on Wed to Fri, Home Rooms on Mon & Tue)
EA
USING SOCIAL MEDIA TO GROW YOUR BRAND Tracy Wong & Marc Allante (Room 123)
STRATEGIC PLANNING
FINALIZE PRESENTATION
MEET YOUR MENTORS
ASK YOUR MENTORS ANYTHING
COMPANY PITCHING (10:00-11:30)
BRAND AUDIT & COMPETITIVE ANALYSIS
SEO, KEYWORDS, KOL & HASHTAG RESEARCH
RECESS
(Home Rooms)
ASK YOUR MENTORS ANYTHING
ASK YOUR MENTORS ANYTHING
IDEA & CONCEPT BUILDING
BUDGET RESEARCH
CONTENT CREATION PLAN
CONTENT STITCHING
WINNING PITCH PRESENTATION (11:30-12:50) (Room 123)
UNCH
(Home Rooms) OUT-OF-SCHOOL CONTENT CREATION / IN-SCHOOL RESEARCH
(See Page 43)
ASK YOUR MENTORS ANYTHING & PROPOSAL PREPARATION
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WINNING PITCH PRESENTATIONS / EXHIBITION
WORKSHOP ROOMS ROOM NUMBER:
WORKSHOPS:
A DAY IN THE LIFE AS A LIFESTYLE BLOGGER // Hayley Lyla
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CONCEPTS OF VISUALLY ENGAGING PHOTOGRAPH FOR INSTAGRAM & STRATEGIES ON GETTING NOTICED ON SOCIAL MEDIA // Tracy Wong
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CONTENT MARKETING IN THE DIGITAL AGE // Anne Berry
321
MEDIA THAT MATTERS: CREATING SHORT FORM CONTENT THAT GETS NOTICED // Michael Rush
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BREAK THE INTERNET: CUTTING THROUGH “DIGITAL NOISE” TO CAPTURE ATTENTION // Olivia Lee
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ONLINE BLOGGING: POST THAT POP, GETTING INSTAWORTHY & WORKING THAT FACEBOOK POST // Rui Qi Lim
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THE AGE OF INFLUENCERS: USER GENERATED CONTENT THROUGH STRATEGIC PARTNERSHIP // Sarah Vee
321
QUANTITATIVE & QUALITATIVE DATA TO HELP YOU UNDERSTAND YOUR CUSTOMERS // Annie Wong
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GUIDE TO MANAGING A BRAND’S PRESENCE ON SOCIAL MEDIA // Eliza Lee
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UTILISING SOCIAL MEDIA FOR BRAND GROWTH AND COMMUNITY BUILDING // Marc Allante
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CLOUDBREAKR: INFLUENCER MARKETING PLATFORM // Rudy Chan
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EVENTS, BRAND ACTIVATION AND BUDGET CONTROL // Victoria Chan
311
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COMPANY ROOMS COMPANIES:
ROOM NUMBER:
12NOON
312
A.C.F
112
Campfire Collaborative Spaces
314
GRANA
111
Jumpstart Media Limited
124
LIGHTS//OUT
115
LUXE City Guides
323
NOSH
313
SCMP Young Post
122
Shadow Factory
321
Snapask
322
Sol Passion Music
311
Warrior Hong Kong
113
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Day 1 (Wednesday June 6): Understand Below are the objectives of today. Please tick them off as you go. Have an understanding of marketing, its importance and its evolution
Understand how to conduct a competitive analysis through studying real-world case studies
Be equipped with the tools and skills to conduct data analytics for search engine optimisation (SEO) and keywords
Create good, inquisitive questions to evaluate your client’s marketing needs
Meet your client company to understand their brand and evaluate their marketing needs
COMING UP WITH GOOD QUESTIONS TO ASK YOUR CLIENT Equipment: Pen and notebook Your client set aside their busy schedule to meet you. Asking the right questions is vital to ensure that time is used effectively. On the right are some great question starters that professional marketers use and a word cloud to help you form inquisitive questions. Come up with 10 questions to ask your client this afternoon. Remember: other students may ask the same question as yours, so be ready to think of new questions on the spot and take notes on every answer your client provides.
Notes:
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QUESTIONS STARTERS
IS THERE A SPECIFIC… TELL US ABOUT… WITH REGARDS TO…
WHAT ARE SOME… HAVE YOU USED…
ASIDE FROM… ARE YOU ABLE TO ADVISE…
WHO WOULD YOU SAY… TO WHAT EXTENT…
IF YOU COULD… 27
EXAMPLE QUESTIONS: Tell us about your brand and what is the image and tone you want to project to your target audience? Are you able to advise us on what tone we should adopt and which to avoid? Who would you say your competitors are and how do you envision your brand differentiating from them? WRITE YOUR QUESTIONS HERE: 1.
2.
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TAKE OUT A PEN AND TAKE NOTES OF YOUR CLIENT’S ANSWER HERE:
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Day 2 (Thursday June 7): Skills Building Below are the objectives of today. Please tick them off as you go. Attend three workshops covering three different skills related to marketing
Understand the difference between an idea and a concept
PHOTOGRAPHY 1
BLOCK 3
BLOCK 2 BLOCK 1
Concepts of Visually Engaging Photograph for Instagram & Strategies on Getting Noticed on Social Media Tracy Wong
VIDEOGRAPHY 1
Content Marketing in the Digital Age Anne Berry
PHOTOGRAPHY 2
VIDEOGRAPHY 2
A Day in the Life as a Lifestyle Blogger Hayley Lyla
Media that Matters: Creating Short Form Content that Gets Noticed Michael Rush
COPYWRITING 1
Break the Internet: Cutting Through “Digital Noise” to The Age of Capture Attention Influencers: Olivia Lee User Generated Content Through Strategic COPYWRITING 2 Partnership Online Blogging: Sarah Vee Post that Pop, Getting Instaworthy & Working that Facebook Post Rui Qi Lim
Campfire, LUXE, ACF, Shadow Factory Young Post, Jumpstart Magazine, Sol Passion Music, Warrior Hong Kong, Snapask
12NOON, NOSH, Grana, Lights Out
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12NOON, N
Campfire, LU
Young Po Sol Passion Musi
WORKSHOP ATTENDANCE PLANNING Based on your assigned client company, your group will be attending each of the 3 workshop blocks by rotation. Decide amongst your team members who will attend which workshop at each block. Make sure you have all the workshops covered as a team. Afterwards, share with your teammates your learning and see how you can collaborate (just like you would in the real-world!)
Quantitative & Qualitative Data to Help You Understand Your Customers Annie Wong
Guide to Utilising Social Cloudbreakr: Events, Brand Managing Media for Brand Influencer Activation and a Brand’s Growth and Marketing Presence on Community Building Platform Budget Control Victoria Chan Social Media Marc Allante Rudy Chan Eliza Lee
NOSH, Grana, Lights Out
Young Post, Jumpstart Magazine, Sol Passion Music, Warrior Hong Kong, Snapask
UXE, ACF, Shadow Factory
12NOON, NOSH, Grana, Lights Out
ost, Jumpstart Magazine, ic, Warrior Hong Kong, Snapask
Campfire, LUXE, ACF, Shadow Factory
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Day 3 (Friday June 8): Strategize, Plan & Create Below are the objectives of today. Please tick them off as you go. Understand how social media is used to grow a brand
Meet the mentor that will be helping you throughout your proposal building process
Conduct a brand audit: Research and understand your client’s brand voice, brand image, brand strengths, its target audience and engagement
Conduct a competitive analysis: Research and understand how your client’s brand stand amongst its competitors
Record all your research down to put into your final proposal
Brainstorm ideas and come up with a executable marketing concept using a conceptual map
Turn your conceptual map into a to-do checklist
Gather creative content
BRAND AUDIT & COMPETITIVE ANALYSIS Equipment: Laptop, pen and notebook The first step is to research and evaluate your client’s brand (a brand audit) and compare it to its competitors (competitive analysis). Numbers don’t lie and concrete data makes for a strong argument. Below are some ideas to help you get started. Come up with more and go as in depth as you can! Also start to think about how these data findings can be presented in the final pitch. Don’t forget to compare it with your client’s competitors . You may find something interesting!
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ASPECT
POINTS TO CONSIDER & RESEARCH
PRESENTATION IDEAS
- What is the brand voice and brand image your client want to project?
BRAND VOICE AND IMAGE
BRAND STRENGTHS
Word cloud: a set of 10 words that - Who would be the audience for your their brand should client’s brand? be correlated with, - Is your client projecting the correct with the most important one brand voice and image? - Are they reaching their intended shown largest target audience? - What are the strengths of your client’s brand? - Do your client’s competitors also share this strength? - Is there a gap that your client could fill? - What type of audience does the brand have currently?
TARGET AUDIENCE
- Who are they appealing to? - Should they be appealing or targeting a different audience?
A side by side table comparison between your client and their competitors
A profile of their existing audience and one of the audience they should be targeting
- What is the profile of this audience? - How many likes, comments and shares do their posts have?
Pie chart showing the distribution of “good” and “bad” - Are they the right engagement? ENGAGEMENT For example, a negative comment is engagement with not a good engagement. A comment some sample where a customer asked a question quotes but didn’t receive an answer is also not a good engagement. - Who are your client’s competitors?
COMPETITIVE ANALYSIS
- What are they doing that your client is not? - Are there any “untapped” ideas or space that your client can own and flourish in?
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A spider chart comparing your client’s company and the competition
FROM CONCEPT TO IDEA: STORY BUILDING Equipment: Large poster paper, marker pens You’ve done your research. It’s time to brainstorm some ideas and turn those ideas into concepts. Remember, an idea is a rough notion, a dream. A concept is achievable, with steps to take that turns the idea into a reality. Think of an idea as “wanting to fly” and a concept as “airplane”. Here’s what to do: DEFINE YOUR TASK What are you marketing? Who are you marketing to? IDENTIFY POTENTIAL PROBLEMS OR CHALLENGES Refer back to your research to identify any problems and challenges to overcome. How to stand out against your competitors and how you would reach your target audience are vital challenges to tackle. Having a realistic budget is also a very important criteria.” BRAINSTORM IDEAS Come up with as many ideas as you can that is aligned your client’s brief PICK YOUR MOST INNOVATIVE IDEA Clients are always looking for the new innovative ideas that no-one has thought of before, this is the time for you to shine!
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MINDMAPPING: EXPAND ON YOUR IDEA Start by putting your idea down in the middle of the poster paper and use the below framework as a reference to guide your next steps. This is just a guideline, feel free to draw up your own and add as much details as you see fit. Budget Social media platform
Hashtag Client brand audit
Keywords
Research
Trends
Competitive analysis
Photography or videography
Target audience
Your Idea Sample Content
Strategy
KOL / Offline / Partnerships / online Collaborations
Content calender
Copywriting
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Printed materials
TURN YOUR CONCEPTUAL MAP INTO A TO-DO CHECKLIST Now translate the items from your mindmap into the below table, as a result, you will have a categorized to-do checklist that can be useful when dividing the work up. Better yet, you’ll notice many of the action items (i.e. brand audit, competitive analysis) are already done. CATEGORY
TO DO
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Day 4 (Monday June 11): Create, Partnerships & Finalize Below are the objectives of today. Please tick them off as you go. Continue building the proposal. Revisit what your team has done yesterday, your concept, your brand audit and competitive analysis, your to-do checklists, discuss your progress and thoughts with your mentors and keep going
Look for keywords that can strengthen search engine optimization (SEO) of your marketing idea
Identify key opinion leaders (KOLs) and hashtags to complement your marketing concept
Research budget required to execute your marketing plan
Finalize your proposal and build a pitch deck (fancy word for well organized and good looking PowerPoint slides)
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SEO, KEYWORDS RESEARCH E.g. A keyword you identified is “zero-calorie” - explain to your client why you identified it as a useful keyword, provide some statistics and show your client how it can help their marketing needs.
KOL, HASHTAGS RESEARCH E.g. You’ve identified an Instagram account as a potential KOL partner - you may want to show some statistics about the account for your client. Who are the followers? What age group? What is the quality of their engagements?
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BUDGET RESEARCH E.g. You may have to research or make a few calls to find out how much it costs to make a prop or rent an event space. It’s always good to provide options - show your client what $2000 can get them compared to what $200,000. You may want to show your clients images and samples too.
BUILD YOUR PITCH DECK We have a template to help you get started, scan the QR code below to download it. You are not limited to what is provided. We strongly encourage you to add, modify and improve upon it. A professional marketing pitch deck needs good quality content and beautiful visuals. You also have to impress your client with a confident and smooth pitch. Remember, you don’t need to include all the research and detail in your slides. Just show the punchy headlines, impactful statistics and interesting ideas. Keep the rest in mind or on a piece of paper handy in case they ask any questions.
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Day 5 (Tuesday June 12):
Pitch
Today is the day! Your week of hard work has all come to this. Below are the objectives of today. Please tick them off as you go. Finalize your pitch presentation. Polish up your slides and make it look really good!
Finalize pitch flow (who’s saying what)
Pitch to your client
Upload your slides
https://goo.gl/BD1nh1 Do yourself proud!
UPLOADING YOUR SLIDES Please use the following naming system, if not it will get very confusing! Follow the company names on page 25. COMPANYNAME_TEAMNUMBER E.g. 12NOON_TEAM1, CAMPFIRE_TEAM3
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Supporting Organizations
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List of Locations for Day 3 Content Creation These areas should give you plenty of inspiration to create content of different styles and tone. Pick one area you would like to go and register using this Google form:
Kowloon Park Tsim Sha Tsui Cultural Center Space Museum Peninsula Hotel Kwun Tong Industrial Area Choi Hung Estate Wong Tai Sin Temple Stay in School
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