In October 2020, Newday Media was honored to collaborate with the Vietnam Business Network for Women's Empowerment (VBCWE) to conceptualize and implement a marketing campaign on gender equality titled "Career has no gender – Careers are not dependent on gender". This is the first comprehensive and systematic project in Vietnam on gender equality in the workplace and the development of women's economic rights.
ABOUT VBCWE & PROJECT INFORMATION
The Vietnam Business Coalition for Women's Empowerment (VBCWE) was established in 2018 through the Investing in Women (IW) program of the Australian Department of Foreign Affairs and Trade, with the goal of promoting gender equality in the workplace and increasing women's economic empowerment in Vietnam. VBCWE is committed to integrating gender equality in the workplace into the business and development strategies of the Vietnamese business community, aiming to improve business efficiency, promote sustainable development, and then inspire other businesses nationwide to join this commitment.
As the issue of gender equality in the workplace receives increasing attention from society and the community, VBCWE and the Australian investment fund Investing In Women aim to build the first complete and comprehensive marketing campaign in Vietnam to strongly promote gender issues and the D&I (Diversity & Inclusion) culture of businesses, thereby increasing the awareness of VBCWE and the gender equality assessment services/tools that the network is implementing.
Newday Media is honored to be selected to collaborate with VBCWE in conceptualizing and implementing the "Career has no gender" campaign, spanning three phases over nine months, to realize VBCWE's stated goals.
EVERY SUCCESSFUL CAMPAIGN STEMS FROM A SOLID RESEARCH FOUNDATION.
For every marketing project undertaken by Newday Media, we always prioritize market research, competitor analysis, and customer segmentation for each brand in order to develop the most comprehensive marketing strategy and plan for every project. And the "Career has no gender" campaign for VBCWE is no exception.
In Vietnam, there aren't many organizations or entities operating with a focus on gender equality, and VBCWE is the first network to fully implement this goal. This is both a strength and a challenge when planning the marketing for this campaign. After analyzing the current situation in many industries in Vietnam, Newday realized that most businesses haven't truly paid attention to gender equality. Many large organizations worldwide have implemented gender equality campaigns with resounding success. This success motivated Newday Media to determinedly pursue the goals of this campaign.
The “Career Has No Gender” campaign is divided into three phases, each with a clear implementation plan spanning nine months. Let's explore each phase in detail:
PHASE 1: WHEN FEMALE LEADERS SPEAK UP
Rebuilding the brand identity and standardizing the website was the first step Newday Media took in phase 1. With this "look refresh," VBCWE now has a modern, professional appearance and is ready to realize its campaign goals.
To influence and raise awareness within the Vietnamese business community, Newday focused on two main tools: Influencer Marketing and Public Relation. The campaign was supported by three ambassadors representing three generations of female entrepreneurs in Vietnam: Ms. Ha Thu Thanh – President of Deloitte Vietnam; Ms. Pham Thi Bich Hue – Chairwoman of the Board of Directors of Long An International Port Management & Exploitation Joint Stock Company, Vice President of the Vietnam Young Entrepreneurs Association; and Ms. Nguyen Ngoc My – Member of the Board of Directors of Alphanam Group, General Director of Alpha Nam Real Estate Joint Stock Company. Through inspiring stories and the influence of each ambassador, Phase 1 successfully conveyed the message of gender equality to the Vietnamese business community on the journey to building a fair and happy working environment, giving opportunities to both men and women for "Career opportunities regardless of gender".
The three inspirational videos from the ambassadors have garnered hundreds of thousands of views and numerous positive comments and reviews from businesses and the community.
With the participation of female leaders and enthusiastic support from organizations (VCCI, the Australian Embassy, associations in Vietnam, etc.), the Career Has No Gender campaign received strong attention from media outlets nationwide right from the start, creating a foundation for Newday and VBCWE to achieve initial results.
PHASE 2: NO MATTER WHO YOU ARE!
Having successfully built awareness among the Vietnamese business community about quality assurance in phase 1, phase 2 will move towards introducing and communicating the quality assurance assessment services and tools that VBCWE provides. To achieve this goal, Newday has chosen two main tools: email marketing and event organization.
With topics directly related to the "pain points and insights" of businesses regarding gender equality, Newday develops and builds email marketing content on a weekly basis. After each email marketing campaign, we regularly evaluate and report on open rates, unsubscribe rates, and content, aiming to optimize the effectiveness of this tool. After 3 months of implementing email marketing, the open rate reached over 35%, Many businesses have left their contact information to inquire about the valuation services/tools provided by VBCWE.
To directly engage with the Vietnamese business community, building both offline events and online webinars is essential. Through various event topics such as "Breaking Through to Lead in the New Normal" and "Women in STEM," the program has attracted the attention of many participating businesses, who have learned about VBCWE as well as its services and tools for evaluating results and strategies for growth in STEM.
In addition to the activities mentioned above, Phase 2 delivered a series of valuable articles, providing readers with new and more interesting approaches to issues surrounding gender equality on social media. The inspirational video "No matter who you are!" achieved great success with over 300,000 views, hundreds of thousands of reach, and positive comments.
PHASE 3: READY TO GIVE OPPORTUNITIES, NO MATTER WHO YOU ARE?
During phase 3 of the campaign, the Covid-19 situation became increasingly complex. Therefore, Newday focused particularly on boosting online channels: social media and email marketing.
Through social media, Newday began expanding its communication content beyond just workplace gender equality, also promoting Division & Inclusion (D&I) culture within businesses. Practical insights from leaders of various companies (Deloitte Vietnam, Alphanam, etc.) and a series of impressive articles with real-world applications have influenced demand for GEARS services/tools offered by VBCWE.
Converting businesses interested in VBCWE's services into customers, email marketing is the tool of choice to achieve this goal. Knowledge about D&I and D&I is introduced and communicated through many novel and engaging methods, helping email marketing campaigns achieve high effectiveness with open rates exceeding 100%. 43%.
The campaign concluded with the inspiring video “READY TO GIVE OPPORTUNITIES TO EVERYONE, NO MATTER WHO YOU ARE!” featuring Deloitte Vietnam Brand Ambassador Pham Huong. The video served as a message to leaders in the Vietnamese business community about the importance of building inclusive and diverse policies that respect all differences in the workplace. True equality will help break down invisible barriers, giving every individual the opportunity to shine, contributing to the immense strength of the business. Watch the video now:
CAMPAIGN RESULTS REPORT
Concluding the "Career has no gender" campaign, the campaign achieved impressive results over its nine-month journey from October 2020 to July 2021: more than 14 million impressions and more 11 million Social media reach, specifically across two channels: Facebook and LinkedIn., top 1 For Google Search, the email marketing open rate for the keyword "Gender equality in the workplace" reached over [number missing]. 43%.
With a team of marketing strategy consultants and content creators trained internationally, and experience in successfully implementing diverse marketing projects, Newday Media has earned the trust and partnership of many domestic and international businesses and corporations. We are constantly striving to help our clients achieve their business goals, ROI, and brand promotion in the most effective way.
Newday Media's marketing services include:
- Consulting and implementing overall marketing strategies.
- Consulting and implementing brand communication strategies.
- Consulting and implementing new product launch strategies.
- Consulting and implementing Digital Marketing across all platforms.
- Consulting and implementing PR campaigns and PR for events.
- Email marketing services, video marketing, and content production for social media channels.
To receive advice on marketing services, please contact us at: 0987162268/ 0904033333 or leave your information via the link: https://newdaymedia.com.vn/pr-marketing
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