Campaign pitch

What is our
Big idea?
Raise awareness about Bukit Batok
HomeTeam NS’s Clubhouse
Campaign objectives
 Campaign objectives

● Raise awareness of HomeTeamNS’ Bukit Batok

clubhouse among millennials (age 18-25)

● Increase awareness that HomeTeamNS is keeping

up with social media trends via content marketing

● To inform NSmen and members that HomeTeamNS

clubhouses are vibrant
Social media
insights
 Social media Insights

Facebook and Instagram have the highest engagement level

 Social media insights

▸ Millennials use Twitter and YouTube on a daily less than

Facebook, Instagram - 1 month is too short to help
improve the Twitter and YouTube account and gain
significant number of subscribers or followers

▸ Recommend to have video snippets created specially for

Instagram and full videos on Facebook instead
Social media insights
Social media insights
tactics
 TACTICS

“Did You Spot HomeTeamNS

It?” Social Comedy Video
Media Contest Series
“Did you spot it?”
 Spot the hidden stickers

● Weekly social media contest that will

go on for 1 month, for 4 videos
respectively

● Every week, participants are

supposed to spot how many
HomeTeamNS stickers there are in
that week’s HTNSBB video.
 Pre-publicity: Mock-up of social media post

Caption:
“Something is brewing,
something different is
coming your way. Know
what it is? Comment down
below and share with us
what you think we have for
you! #HTNSBB”
 Pre-publicity: Mock-up of social media post

Caption:
“Our new Facebook
comedy series #HTNSBB
will be coming to you very
soon. Do keep a lookout for
our clubhouse stickers in
our videos, there are
attractive prizes to be won!
Are you excited?!”
 Mock up of Post-publicity for first video

Share a screengrab of a
scene/snippet from the video
and the social media contest
poster.

Caption:
“Did you enjoy the first episode
of our #HTNSBB Facebook
Comedy Series? Make sure you
didn’t miss it and spot the
hidden stickers to win exciting
prizes! *T&Cs Apply*
 Terms & Conditions

▸ This competition is open to all

Singapore citizens and residents of
Singapore.

▸ Participants must have reached the age

of eighteen (18) years old and above

▸ An eligible participant must be an agree

to abide by these Terms and conditions.

▸ Members of the Competition’s

organising committee are not eligible to
participate in this Competition.

▸ Winners will be notified via an

Instagram/Fb post and his/her name
will be announced publicly through the
Organiser’s page . They will be
contacted via DMs.
Facebook
comedy
SERIES
 Facebook comedy series

➢ Video series on Facebook

➢ Comedy

○ 1st video to feature Laser Quest Challenge at Bukit

Batok HTNS
○ 2nd video to feature Gym at Bukit Batok HTNS
○ 3rd video to feature Villa at Bukit Batok HTNS
○ 4th video to feature T-Play at Bukit Batok HTNS
 Execution of 1st video

➢ 4th video to feature Laser Quest challenge

● HTNSBB: You Want To Kena Tag Ah?

Storyline
Execution of 1st video
 Execution of 2nd video

➢ 2nd video to feature Gym at Bukit Batok HTNS

● HTNSBB: Sure Can Angkat Or Not?

Storyline
Execution of 2nd video
Execution of 2nd video
 Execution of 3rd video

➢ 1st video to feature the NDP Screening at Bukit Batok HTNS

➢ HTNSBB:

Storyline:
 Execution of 3rd video

➢ 1st video to feature the NDP Screening at Bukit Batok HTNS

➢ HTNSBB:

Storyline:
 Execution of 4th video

➢ 3rd video to feature T-Play at Bukit Batok HTNS

● HTNSBB: Little Not So Little Man

Storyline
Execution of 4th video
 Post-publicity to wrap up campaign

▸ Wrap-up video of the #HTNSBB Facebook Comedy

Series on Facebook

▸ Featuring behind-the-scenes & bloopers

▸ Snippets and boomerang of the wrap-up video on

Instagram
Media channels
 Channels

▸ Use consistent hashtags like

#HTNSBB for the social media
contest and for the publicity for the
Facebook Comedy series
▸ Leverage on the fact that
millennials spend most of their
time on Instagram
▸ Use consistent hashtags like
#HTNSBB for the social media
contest and for the Facebook
Comedy series
▸ This increases engagement on
FB’s page

▸ Snippets of the Facebook comedy

series
 Channels

▸ Google Forms to be used for participation of “Did You Spot

It?” social media contest

▸ Include their names, their social media handles and also

their answers

▸ Link will be shared on Facebook posts and Instagram bio

TIMELINE
 Guideline of execution timeline

PRE-PUBLICITY

01
Push out post to pre-amp
audience for the “Did You Spot 10 July
It?’ social media contest and the

TIMELINE
Facebook Comedy Series.

PUBLICITY FOR THE “DID

START YOU SPOT IT?” SOCIAL
MEDIA CONTEST
12 July Push out posts about the social
media contest and let people
02
know about the upcoming
Facebook Comedy Series.

TEASER OF THE 1ST

EPISODE OF THE #BBTHNS
SERIES
03 Push out 10 seconds teasers of
15 July
the 1st episode of our #HTNSBB
series and remind people about
the social media contest

LAUNCH OF THE 1ST EPISODE

17 July OF #HTNSBB SERIES
Post the 1st episode of the #HTNSBB
04
series
34
 START OF THE 1ST WEEK OF
THE SOCIAL MEDIA CONTEST
05 Push out posts and share link for 17 July
people to enter the contest and
submit their answers.

SELECTION &
22 July ANNOUNCEMENT OF THE
1ST WINNER
06
TEASER OF THE 2ND
EPISODE OF THE #HTNSBB
SERIES
07 Push out 10 seconds teasers of
the 2nd episode of our #HTNSBB
22 July

series and remind people about

the social media contest.

2ND EPISODE OF
24 July 12 #HTNSBB SERIES
Post the 4th episode of the
#HTNSBB series

START OF THE 2ND WEEK OF

THE SOCIAL MEDIA CONTEST
09 Push out posts and share link for 24 July
people to enter the contest and
submit their answers.

SELECTION &
29 July ANNOUNCEMENT OF THE
2ND WINNER
10
35
 TEASER OF THE 3RD
EPISODE OF THE #HTNSBB
SERIES 29 July
07 Push out 10 seconds teasers of
the 3rd episode of our #HTNSBB
series and remind people about
the social media contest

3RD EPISODE OF #HTNSBB

31 July
08 SERIES
Post the 3rd episode of the
#HTNSBB series

START OF THE 3RD WEEK OF

THE SOCIAL MEDIA CONTEST
09 Push out posts and share link for 31 July
people to enter the contest and
submit their answers.

SELECTION &
5 Aug ANNOUNCEMENT OF THE
3RD WINNER
10
TEASER OF THE 4TH
EPISODE OF THE #HTNSBB
SERIES
11 Push out 10 seconds teasers of 5 Aug
the 4th episode of our #HTNSBB
series and remind people about
the social media contest
4TH EPISODE OF
7 Aug
12 #HTNSBB SERIES
Post the 4th episode of the
#HTNSBB series
 START OF THE 4TH WEEK OF
THE SOCIAL MEDIA CONTEST
13 Push out posts and share link for 7 Aug
people to enter the contest and
submit their answers.

WRAP-UP OF CAMPAIGN +
SELECTION &
ANNOUNCEMENT OF
12 Aug FINAL WINNER
Announce final winner and 14
post wrap-up video of the
#HTNSBB series featuring the
behind-the-scenes.

17 EVALUATION 13 Aug

14 Aug END OF CAMPAIGN 16

Budget
 Budget

Items Description Price

3 personal training sessions with

$96.30
HTNSBB’s Gym Instructor

Prizes: Gym

Fitness Tracker $318

Prizes: Laser Quest Party Package A (20 Pax) $380

Prizes: Villa 2D1N Stay at Superior Villa $257x2 =$514

Prizes: T-Play Go Pro Hero 5 $480

TOTAL $1,788.30
 Budget with sponsorship

Items Description Price

3 personal training sessions with

$96.30 (sponsored)
HTNSBB’s Gym Instructor

Prizes: Gym

Fitness Tracker $318

Prizes: Laser Quest Party Package A (20 Pax) $380 (sponsored)

Prizes: Villa 2D1N Stay at Superior Villa $257x2 =$514 (sponsored)

Prizes: T-Play Go Pro Hero 5 $480

TOTAL $898
Evaluation
 Evaluation

IMC TOOL EvALUATION METHOD MEASUREMENT

5, 000 views for each video

Number of views within 1 month of
execution
Digital Media - Facebook
Comedy Series
Number of shares and likes 150 likes
of videos 100 shares

Interactive Marketing-
‘Did You Spot It?’ Contest Number of entries 50
 Evaluation

IMC TOOL EvALUATION METHOD MEASUREMENT

150 likes
100 shares
FB: Increase of 300 more
Number of likes, comments and
likes by end of 1
Social Media Posts shares
month-campaign
& Followers
IG: Increase of 300 more
Increase in number of followers
followers by end of
campaign

Measure if the visitorship

numbers for HTNS Bukit
Visitorship numbers Batok Clubhouse for Aug,
Sept, Oct 2017 are higher
than for Aug, Sept, Oct 2016
 Thanks!

Any
questions?
?