FINAL REPORT
COLORME INSTITUTE

CLASS: A05E

SUBJECT: DIRECT MARKETING

LECTURER: LE HONG DAC


GROUP MEMBERS
1.

ĐỖ THỊ HỒNG NHI

2.

NGUYỄN HOÀNG HUY

3.

NGUYỄN THỊ LAN ANH

4.

PHẠM THỊ BÍCH NGỌC

5.

HỒ ĐẮC THIÊN ÂN

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TABLE OF CONTENTS
GROUP MEMBERS ....................................................... 0
COMPANY INTRODUCTION ......................................... 4
Colorme products .................................................................................................5
Offline.................................................................................................................................... 5
Online via zoom.................................................................................................................. 6
Online via ColorMe's website......................................................................................... 6

SWOT ......................................................................... 7
strengths .................................................................................................................7
Weaknesses ...........................................................................................................7
Opportunities .........................................................................................................7
Threats ....................................................................................................................8

MARKET ANALYSIS .................................................... 8
COMPETITORS ........................................................... 9
STP .......................................................................... 10
Segmentation ..................................................................................................... 10
Targeting ............................................................................................................. 10
Positioning .......................................................................................................... 11

TARGET CUSTOMERS ................................................ 12
Customer Insight ................................................................................................ 12

FAB .......................................................................... 13
Features ............................................................................................................... 13


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Advantage ........................................................................................................... 13
Benefit .................................................................................................................. 13

LISTS ....................................................................... 14
House list ............................................................................................................. 14
Response list ....................................................................................................... 15
ColorMe HaNoi ................................................................................................................ 15
ColorMe HaNoi ................................................................................................................ 16
Compiled list ....................................................................................................... 17

DIRECT MARKETING PLAN ....................................... 18
Some previous events ....................................................................................... 18
“Đại học không học đại 2021” with Bach Khoa Universiry................................ 19
“TMUBiz - Sổ tay hóng hớt dành cho chiếu mới”. ................................................ 20
“Hành trình kinh doanh” is academic competition of yec - neu young
economic club .................................................................................................................. 21
“Tài Năng Lãnh Đạo” is annual contest organized by the Effective
Leadership Development Club - DEL under Hanoi University.......................... 22
Product................................................................................................................. 23
Price ...................................................................................................................... 23

MARKETING OBJECTIVE ........................................... 24
Deployment Plan................................................................................................ 24
PHASE 1: TRIGGER ....................................................................................................... 25
PHASE 2: ENGAGEMENT............................................................................................ 27
PHASE 3: AMPLIFICATION ........................................................................................ 30


TIMELINE ................................................................. 34
BUDGET.................................................................... 35

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EVALUATE CAMPAIGN EFFECTIVENESS .................... 38
Tool ....................................................................................................................... 38
Google Analytic ............................................................................................................... 38
SMS & Email Marketing: ............................................................................................... 38
Social Media: .................................................................................................................... 39
Customer service ............................................................................................... 39
Response ............................................................................................................. 40
Conclusion ........................................................................................................... 41

SOURE...................................................................... 41
KPI........................................................................... 42

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COMPANY
INTRODUCTION
ColorME is a photography and design training center for beginners.
Founded in 2015 by Mr. Nguyen Viet Hung, colorME has received the trust of
tens of thousands of students as a school that trains basic knowledge in design
and photography, applied in many industries.
To date, colorME has grown to 8 short-term courses and 2 long-term, intensive
courses. Each short-term course lasts 8 sessions, within 1 month, students can
design media publications, logos, edit photos, make slides, design CVs or even

video clips.
ColorME always strives to bring the best experience to students with beautiful
classrooms, enthusiastic instructors, a social network exclusively for students,
easy-to-understand curriculum integrated
online, ..
7 campuses in 2 North - South have shown
the trust and support that colorME has
received from students across the country.
Contact Info:
Hotline: 024.3550.0333
Website: />
4


Colorme products
Colorme institute's products are courses

Forms of learning
Offline
One class of approximately 20 students with 1 lecturer and 1 teaching assistant

5


Online via zoom
Same as Offline but
learning through Zoom
application but only
available during the
pandemic.


Online via ColorMe's website
An online learning form, just enter the code provided by Colorme, students can
learn through the videos available on the website. With 1 single purchase to access
all E-colorME Online courses including 34 courses totaling 672 videos, and there were
9274 students studying in this form

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SWOT
Strengths
- There are many different courses
- Training from basic to advanced
- Modern learning environment
- Young staff
- Reasonable tuition fees
- Direct counseling
- Suitable for each type of student level
- Modern and complete facilities
- Modern, user-friendly website
- The curriculum is constantly updated
-Public students' products

Weaknesses
- Not many branches (only in Hanoi and HCM)
- There are not many advanced courses yet
- There are not many promotions

Opportunities

-Most of the competitors are in the upper or lower segment.

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- Online courses suitable for learning needs during the epidemic season
-Graphic design is growing in popularity in recent years
- Customer demand is increasing
- Knowing graphic design is an advantage when recruiting

Threats
- Market rends change constantly
- Output quality is not guaranteed

MARKET ANALYSIS
According to a statistical report on human resource demand, each year our
country needs more than 1 million workers in this field. Or just search on Google
with the keyword
"graphic design jobs"
and immediately
display about
74.400.000 results in
0.73 seconds, which
is enough to show
how great this
market's human
demand is. any.
There are even a lot of companies that recruit graphic designers without any
experience in the profession. As evidenced by trying to search for the keyword
"graphic design recruitment without experience", we see more than 8.2 million

results displayed within 0.7 seconds. These are proofs that the industry's huge

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demand for human resources in today's society. Such a large demand, however,
training institutions currently only supply 40% of the human resource demand
for the industry.

COMPETITORS
ARENA MULTIMEDIA
Arena Multimedia is Asia's number

Opportunity to experience real

1 Multimedia Art Specialist training

customer projects during the

brand

learning process.

The size of each class does not

Reasonable tuition fee from

exceed 25 students, ensuring the

only 250k/course


most effective knowledge transfer
STRENGTHS

NOW ACADEMY

and interaction between lecturers
and students.
Employment Support for Students

Teaching staff with rich
expertise and teaching
experience
Allows to reserve and re-learn

Prestigious degree system and

the course, have job

international university connection

opportunities in the Now
Academy community.

High tuition fees are only suitable

Advanced courses are not

for those with professional


offered yet

WEAKNESSES orientation
The time of the subjects is still

Available only in onlineteaching form.

limited and not flexible

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STP
Segmentation
Area: Ha Noi, Ho Chi Minh
City size:
• Hà Nội: 8.053.663 người
• TP. HCM : 8.837.544 người

Age: 16-30
Gender: Male/Female
Occupation: Student, Marketer, Graphic Designer, Photographer, Freelancer
Income: Spending money from 2-5 million for other activities
Lifestyle: Full of energy, eager to learn
Personality: Enthusiastic, Dynamic, Curious
Behavioral: Learn and get excited about images, colors, composition
Reason for choice: A team of young, talented teachers and short courses with
flexible time arrangements

Targeting


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Statistical summation of data
The analysis is based on a survey of more than 100 people in Ho Chi Minh City.

Descriptive statistical results of the studied quantities

Cơng việc

Giới tính

Độ tuổi

Tần số

Phần trăm

Học Sinh

11

109%

Sinh viên

65

64.4%


Đi làm

25

24.8%

Nam

55

55%

Nữ

45

45%

Khác

0

0%

15-18

8

8%


19-22

44

44%

23-26

34

34%

>27

4

4%

Positioning

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TARGET CUSTOMERS
Age: 19-26
Occupation: Focusing on students, newcomers with no experience
Improve products and services
Design appropriate courses for each subject from basic to advanced
Category: Offline, online through clips, online through zooms, coach 1-1, …

•

Online clips: 150k/2 months, 420k/6months, 540k/12 months

•

Online, offline courses: 1300k - 12000k

•

Special pricing policy: 3700k/8 months, 3900k/12 months, 5000k/ 24
months

Customer Insight
Context
In the 4.0 era, information transmission industries are increasingly hot, especially
the requirements for skills in using design applications are increasingly needed in
recruitment.
Tension
There are so many rampant courses, customers have a hard time choosing and
don't know where to start
Insight
As a young person in the current era, I take the importance of knowing and
mastering application designs as essential elements for the job. But there are so
many courses out there and I don't know where to start for a newbie like me. I

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need to find a solution so that could both meet my time needs and hone my

design knowledge and skills

FAB
Features
- Training from basic to advanced
- 20 students, 1 lecturer and 1 teaching assistant/class
- Learn online and offline
- Short and long term courses
- Application for students (track class schedule and submit homework)
- Mainly provide basic Design course package

Advantage
- Suitable for a wide range of students
- Busy people can also learn because online classes are open regularly.
Compensatory learning is completely manageable. (Time can be arranged
flexibly)
- Lessons will be saved in the account, students can follow up, making learning
more effective.

Benefit
- The course package is helping students save time and still be effective.
- Have a certificate of participation in ColorMe courses.

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- Dedicated and methodical training from a team of young dynamic teachers,
catching up with trending movements.
- Students do not spend too much time on a lesson.


LISTS
House list

When registering for courses at ColorMe, students are consulted carefully by
staff and save customer information by asking them to fill out an information
form to receive more incentives for the next registration. Or ColorMe also creates
a separate account for each student so that they can get information, learn
habits and needs to create programs that promote better student relationships.

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In addition, ColorMe also creates a website. with detailed instructions on
information, payment methods, course prices...and design signup form for
customers.

Response list
ColorMe HaNoi
FACEBOOK

INSTAGRAM

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ColorMe HaNoi
FACEBOOK

INSTAGRAM


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In addition to the website, ColorMe also has 2 social networking sites at
Facebook Fanpage, Instagram for students from HCMC and Hanoi with more
than 175k followers and ColorMe design community with more than 40k
members. That is why it has helped ColorMe easily find customer feedback as
well as support for its courses.
Upon receiving student feedback, ColorMe responded to each feedback message
enthusiastically in order to respect and develop their community of students.

Compiled list

17


ColorMe has cooperated with businesses and universities to open optimal
curricula specifically for certain audiences in the business and gain a lot of trust
from partners, then their information will be collected and thereby conveyed to
brands with similarity and relevance.

DIRECT MARKETING
PLAN
Some previous events

18


“Đại học không học đại 2021” with Bach Khoa
Universiry


19


“TMUBiz - Sổ tay hóng hớt dành cho chiếu mới”.

20


“Hành trình kinh doanh” is academic competition
of yec - neu young economic club

21


“Tài Năng Lãnh Đạo” is annual contest organized
by the Effective Leadership Development Club DEL under Hanoi University.

22


In general, the accompanying ColorMe programs focus on increasing brand
awareness. ColorMe is on the right track with current marketing trends.

Product

Number of
classes in a week

Course “Road”


Course “Multi-Purpose”

(3 months)

(3 months)

Mon & Fri (19h30 - 21h30)

Tue & Sat (19h30 - 21h30)

2h30ms

2h30ms

Time per lesson

Need to learn the details and
Purpose

learn from scratch about photo
editing.

General understanding and
usage of editing tools

Photoshop, Illustrator (apply
learning knowledge and
Include


Photoshop, Illustrator,

practicing continuously with 16 InDesign, UI - UX (8 sessions
photoshop sessions vs 16

per class)

Illustrator sessions)

Price
Course "Road": 8.800.000
Course "Multi-Purpose": 5.200.000

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