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    Ascott Limited en

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    Đức Trọc
    Ascott Limited is a serviced residence and hotel brand operating in Vietnam for over 30 years. They are launching a digital marketing campaign targeting high-income travellers ages 25-55 through 8 provinces. The campaign will use Facebook/Google ads and focus on brand awareness, engagement, and lead generation. The total 7-month budget is 701.89 million VND, covering ads, content, fees, and objectives like optimizing the Facebook page. The campaign aims to increase brand recognition and drive customers to Ascott Limited properties.

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    Ascott Limited en

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    Đức Trọc
    160 views13 pages
    Ascott Limited is a serviced residence and hotel brand operating in Vietnam for over 30 years. They are launching a digital marketing campaign targeting high-income travellers ages 25-55 through 8 provinces. The campaign will use Facebook/Google ads and focus on brand awareness, engagement, and lead generation. The total 7-month budget is 701.89 million VND, covering ads, content, fees, and objectives like optimizing the Facebook page. The campaign aims to increase brand recognition and drive customers to Ascott Limited properties.

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    Ascott Limited En

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    Ascott Limited is a serviced residence and hotel brand operating in Vietnam for over 30 years. They are launching a digital marketing campaign targeting high-income travellers ages 25-55 through 8 provinces. The campaign will use Facebook/Google ads and focus on brand awareness, engagement, and lead generation. The total 7-month budget is 701.89 million VND, covering ads, content, fees, and objectives like optimizing the Facebook page. The campaign aims to increase brand recognition and drive customers to Ascott Limited properties.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    160 views13 pages

    Ascott Limited en

    Uploaded by

    Đức Trọc
    Ascott Limited is a serviced residence and hotel brand operating in Vietnam for over 30 years. They are launching a digital marketing campaign targeting high-income travellers ages 25-55 through 8 provinces. The campaign will use Facebook/Google ads and focus on brand awareness, engagement, and lead generation. The total 7-month budget is 701.89 million VND, covering ads, content, fees, and objectives like optimizing the Facebook page. The campaign aims to increase brand recognition and drive customers to Ascott Limited properties.

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    of 13

    OVERVIEW

    2 TARGET CUSTOMER

    3 BRANDING & PERFORMANCE

    4 CAMPAIGN BUDGET

    5 CASE STUDY
    OVERVIEW

    LOCATION SERVICES CUSTOMER


    Located in 8 provinces in Viet Nam : Hà Nội, Over 30 years in the industry of Pleisure Travellers , Business Travellers
    Hà Long, Hải Phòng, Đà Nẵng, Nha Trang,, Serviced residence and Hotel brands High Income Youngsters,
    Bình Dương, TP. Hồ Chí Minh C Suite, Foreigners, Expats, Family Travel
    MISSION

    ASCOTT delivers sustainable


    ASCOTT creates great customer shareholder returns and
    value and experiences through builds a strong global
    high-quality products and services. network of capital partners.

    CUSTOMER PEOPLE INVESTORS COMMUNITIES

    ASCOTT cares for and


    ASCOTT develops contributes to the economic,
    high-performing people and environmental and social
    teams through rewarding development of communities.
    opportunities.
    SWOT ANALYSIS
    STRENGTH WEAKNESS
    Located in 8 provinces in Viet Nam Low brand awareness in Viet Nam
    Owned diversity in Serviced residence
    and hotel brands Customers just know a several
    Somerset brands that is owned by Ascott
    PentStudio Limited
    Citidines
    D1Mension
    Diamond Island

    Ascott Limited is the popular brand


    with 30 years working in the industry

    OPPORTUNITIES THREATS
    A lot of competitions appeared in the market
    Travelling is becoming the trend
    - Lotte
    - Vinpearl
    Low cost of transportation
    - Pan Pacific
    - InterContinental
    A lot of companies and corporations
    have expanded their brands in foreign
    countries
    TARGET CUSTOMERS

    Travellers, Meeting, Travel,


    Businessmen, High Income:
    Office workers,
    Business Trip
    Expatriate,
    +20.000.000 VND
    High Class
    25 - 55
    C Suite, Family Pleisure

    TARGET CUSTOMERS CUSTOMER DEMAND CUSTOMER INCOME AGE OF CUSTOMER


    BRANDING

    1 2 3 4 5
    BRAND POST FACEBOOK GOOGLE YOUTUBE
    AWARENESS ENGAGEMENT REMARKETING DISPLAY TRUE VIEW
    CAMPAIGN

    Show your ads to people Increase engagement Create the ads that target Increase brand Increase brand
    who seem to be (like/share/comment) for to people who used to see awareness and increase awareness in video ads
    interested in your posts page posts or unpublished your ads traffic to website
    posts

    Estimate result: 1.000 Estimate result: 800


    Estimate result: 400 Estimate result: 1.500
    Estimated CPA: 1.500 VND Estimated CPA: 9.000 VND
    Estimated CPA: 15.000đ VND Estimate result: 5.000 Estimated CPA: 1.200 VND
    Estimate Click to Link: Estimate Reach: 450.000
    Estimate Click to Link: 20.000 Estimated CPA: 1.000 VND Estimate Click to Link:
    1.000 Estimate Impression:
    Estimate Reach: 200.000 Estimate Click to Link: 1.500 15.000
    Estimate Reach: 5.000 750.000
    Estimate Impression: 400.000 Estimate Reach: 50.000 Estimate Reach: 800.000
    Estimate Impression: Estimate Impression:
    Estimate Impression: 10.000
    100.000 1.600.000

    Budget: 1.500.000 VND Budget: 7.200.000 VND


    Budget: 6.000.000 VND Budget: 1.800.000 VND
    Budget: 5.000.000 VND
    PERFORMANCE

    6 7 8
    MESSENGER GOOGLE SEARCH LEAD
    CAMPAIGN
    GENERATIONS
    Increase Traffic or CPA
    Message people who used (Action of User) to Website Collect user data
    to have conversation with or Make a Phone call to
    fanpage business

    Estimate result: 1.200 Estimate result: 50


    Estimate result: 100 Estimated CPA: 90.000 VND
    Estimated CPA: 2.500 VND
    Estimated CPA: 50.000 VND Estimate Click to Link: 71
    Estimate Click to Link: 1.200
    Estimate Click to Link: 400 Estimate Reach: 714.000
    Estimate Reach: 4.000
    Estimate Reach: 1.333 Estimate Impression: 1429
    Estimate Impression: 8.000
    Estimate Impression: 2667
    Budget: 3.000.000 VND Budget: 33.300.000 VND
    Budget: 5.000.000 VND
    CAMPAIGN BUDGET

    1 2 3 4
    CONTENT FANPAGE CONTENT FANPAGE GOOGLE OPTIMIZE FEE
    Option 1 Option 2 BUMPER ADS

    English and English and Edited video with Transparent cost


    Vietnamese Vietnamese basic effect 15% base on total
    Content (with 4 Content (with 1 (1 video / month) campaign budget
    designed images) edited basic video)
    (8 posts / month ) (1 post / month)

    Quantity : 8 Quantity: 1 Quantity: 1 Quantity: 1


    Fee: 2.500.000 VND Fee: Free Fee: Free Fee: 15%

    Budget: 7.200.000 VND Budget: FREE Budget: FREE Budget: 10.470.000 VND
    CAMPAIGN BUDGET

    CAMPAIGN BUDGET: 62.800.000 VND


    OTHER OBJECTIVE: 7.000.000 VND
    TRANSPARENT COST 15%: 10.470.000 VND
    CAMPAIGN FEE: 20.000.000 VND

    TOTAL BUDGET IN 1 MONTH: 100.270.000 VND

    TOTAL BUDGET IN 2019 (7 months): 701.890.000 VND


    (* no VAT included)
    EXTENSIONS

    FACEBOOK CAMPAIGN FEE


    CAMPAIGN TEAM ASCOTT LIMITED will pay for Facebook via credit
    Our team will support creative and
    optimize campaign 24/7 card or debit card

    FANPAGE POST
    The posts will be written significantly and sent to
    customer for preview in 3 - 5 days. The quantity is
    about 1-2 posts/week
    CASE STUDY
    THANK YOU
    [ASCOTT LIMITED] [thanks for working with us] [opening campaign]

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