Singapore

Invites
Brenda | Maisha | Nicole | Yong Hui

Target Audience:
Singaporeans / Expats
Demographics
Group A: 18 - 35
Students/employed
Group B: 36 and above
Employed/retired

Psychographics
Lifestyle
Group A: Upwardly Mobile, fast
paced lifestyle
Group B: Work-driven, relaxed,
often drive by car
Interests
Group A: Social media (techsavvy), photography, human
interest, places of interest, pride
in Singapore, food
Group B: Human interest, current
affairs, family, pride in Singapore,
food

Prior Knowledge
STBs website
Social media
Traditional media
Advertising
Usage Patterns
Group A: New media,
traditional media
Group B: Traditional
media (radio, print, TV
etc.), new media
Motivation
Love and belongingness

i
dan

elf

d
ood

iary

Eric Teo

Key Opinion Leaders

Justin Quek

lad

yiro
nch

ef

Janice Wong

Campaign Analysis
Strengths
One of a kind campaign
Attractive prizes
Wide range of winners
Covered by newspaper publications and
credible marketing sites
People centric and evokes emotions

Weakness
Not a well known campaign
Short period of time

Opportunities

Threats

2015 was SG50

Campaigns from other countries (There is

nothing like Australia and Wonderful
Indonesia)

PESTLE: Social
The Straits Times: 93% of Singaporeans are passionate about food.

Campaign based on
entertainment/food.
Take public transport or
drive to work by car.

Most
preferred
choice of
activity by
visitors

PESTLE: Technological

Marketing Objective
To remind Singaporeans to be proud of Singapores unique food culture
through our wrap up of Singapore Invites.

Key message
Lets celebrate and share Singapore's unique variety of multicultural food with our friends and family.

Corporate Goals

S.M.A.R.T Objectives

To develop a communication plan that

will conclude the Singapore invites
initiative.

To get at least 2000 people above the age of 18 living in

Singapore to come down for an event that will wrap up the
Singapore Invites Campaign on May 2016.

To raise awareness of the contents

generated during the campaign
period.

To achieve at least 500,000 views within people living in

Singapore above the age of 18 of the content generated by
Singapore Invites through interactive marketing on various
social media platforms, events and PR efforts from February
2016 to May 2016

Get locals to continue being advocates To achieve at least 500,000 likes, shares and comments on the
content from Singapore Invites within people living in Singapore
of Singapore
above the age of 18 on various social media platforms through
interactive marketing such as a viral video from June 2016 to
December 2016.

Integrated Marketing Communication Tools

Events and experience
Interactive Marketing
Sponsorship
Public Relations & Publicity
Advertising

Events & Experiences

Singapore Invites closing event
(Esplanade outdoor theatre)
1.
2.
-

3.
4.
5.

Exhibition
Singapore Food Hunt 2016
Massive search for new
national dish created by
Singaporeans, for
Singaporeans.
Prize giving ceremony
Guest-of-honor Lim Hng Kiang
Performance by local
comedian, Kumar

Courtyard

Sponsorship
Fairprice (Ingredients)

Esplanade (Venue)

Boon Teck Trading Co

(Cookware)

They are reliable and

have good reputation

Well known culture

centre.

Reliable and durable

locally imported
cookwares

Better brand image for

them.

Their objective is to
promote and inspire
Singapore culture.

Brand mention and logo

at the event

Brand mention and logo

at the event.

Interactive Marketing
Contest (Social Media)
1.

Vote for your favourite Singapore Invites campaign winner

and tell us how it has inspired you. Best and most creative
answer will win attractive prizes. #sginvitesclosing

2.

Tell us your favourite Singaporean dish and why. Best

answer would win attractive prizes such as free dining to
Singapores top notch local restaurant. #sginvitesclosing
#sginvitesfoodhunt

Polls
1.

What do you want to see in Singapores next national dish?

Video
1.

Video that targets people who enjoy cooking would be

tweaked to inform people about food hunt.

Video

Advertising

Banner/poster
Radio
Newspaper
Posters at bus stops

Public Relations & Publicity

Press Release

Official statement by STB.

Pitch Letters

The Strait Times, Makansutra magazine

Epicure or Savour (Magazines)
Bloggers: Lady Iron Chef, Daniel Food Diary and Hungry Go where

Selected Media & Story Angle

Selected Media

Story Angle

Makansutra Singapore (editorial)

Singapore Invites close-up event to feature chefs and

aspiring chefs who strive to create Singapores (proximity)
next national dish (impact)

The Straits Times (news)

Minister for Trade & Industry (prominence) to grace

Singapore Invites wrap up event (proximity).

Epicure

May highlights - What to expect at Singapore Food Hunt

2016? (Timeliness)

Channel 5 News

Highlights of Singapore Invites wrap up event 2016 what

is Singapores (proximity) next national dish(impact)

Class 95FM

Morning 6am to 10.59am

$700 per day
Advertise the event for 7 days
$4800

Newspapers

page front page spread in the Straits

Times
$5000

Budget:

50,000$

(Advertising Value Equivalent)

Total:
$47,400

Prizes

$3000

Event

$26,000

Outdoor (Bus Stop)

$8,600 (130 units)

Contingency funds

$2,600

Event ($26, 000)

Food stations
Exhibition (decorations)
Stage equipments
Kumar (comedian)
Manpower (Cleaner, people to move equipments etc)

Prize ($3000)

Social media contest

1st prize: Staycation at Marina Bay Sands (3D2N) ($1000)
2nd prize: Boon Teck cookware sets ($1000)
3rd prize: Canon Compact Digital Camera ($250)
5 Consolation prize: Vouchers ($100 each)

Our process
is easy
20th Onwards

Interactive
marketing (Video
and competition)
News publicityEmbargoed till
March

March

6th of May

17th to 31st April

Advertisements at
Bus Stops
28th April
Radio advertising
(6am to 10.59am)

April

Main wrap
up/closing event
(10am to 4pm)

May

9.30am onwards
10am
10.20 am
10.30am
11am
11.15pm
12pm
1.30pm

May 6th (Sunday)

Sitting for audience members

welcome message by CEO of STB and explain the Singapore Invites

campaign
Guest of honors message on Singapore and its food identity
Prize giving ceremony
Start of Singapore food hunt 2016
Break
Comedy performance by Kumar (Concurrent with the the food hunt)
Lunch break

2pm

Food Judging

3pm

Announcement of winner and revelation of Singapores next

national dish

3.30pm - 4pm

Wrap up of Singapores invites campaign

Proposed evaluation techniques

Event

Focus groups (Qualitative views)

Surveys (Quantitative responses)
Registration no.
Hashtag mentions
Likes, share, comments
Follow-up feedback form

Interactive
Marketing

Trial run within staff

Likes, share, comments, page views
Number of entries
Sentiment analysis (bag of words)

Public
Relations

No. of journalists who got back on proposed angles

Company website: Easy navigation, SEO, visual appeal etc.
Number of press-clippings
Check on no. of journalists who want to do follow-up articles
How much media coverage our campaign has garnered in terms
of advertising space?

Advertising

Focus groups
Test market (to see if people respond to the bus stop poster)
Enquiry/recall/recognition test: to see if consumers will recall on
the Singapore invites campaign & event through surveys

Do we meet your objectives?

To develop a communication
plan that will conclude the
Singapore invites initiative.

To raise awareness of the

contents generated during the
campaign period.

An event that would

conclude the entire of
Singapore Invites campaign

Content that would be

showcased through IMC
tools
Exhibition
Social media contest
Advertisements

Get locals to continue being

advocates of Singapore

People would talk about the

Singapores next dish for a
long time

References
http://www.hashmeta.com/social-media-singapore-infographic/
http://www.singaporetourism.com.sg/
http://mattbites.com/2010/10/24/10-things-to-do-in-singapore/