Le Thao Mai Huong Thao Final Report

8/4/2019 Le Thao Mai Huong Thao Final Report

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RMIT UNIVERSITY VIETNAM

EVALUATION REPORT

Lecturers: Landon Carnie and Jade Bilowol

Mai Thi Hong Huong s3245696

Nguyen Huynh Le s3245810

Lam Xuan Mai s3169238

Nguyen Kim Thanh Thao s3246634

Nguyen Thi Thach Thao s3245942


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Contents

INTRODUCTION ............................................................................................................................. 3

CAMPAIGN RESEARCH, OBJECTIVES AND TIMELINE .................................................. 4

EVALUATION OF OUTPUT ........................................................................................................ 6

EVALUATION OF OUTCOMES .................................................................................................. 7

IMPLEMENTATION (ACTIVITIES, RESPONSIBILITIES AND COMMUNICATION

MATERIALS) .................................................................................................................................... 8

DISCUSSION AND RECOMMENDATIONS ......................................................................... 10

INDIVIDUAL TASKS ................................................................................................................... 12

APPENDICES ................................................................................................................................ 17


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I. INTRODUCTIONThe importance of practicing educated knowledge has always been highlighted in human

society; therefore, Professional Communications program required final semester students

to implement a real communication project which allows those students to apply the

knowledge, theories and experience achieved throughout the previous semesters into a

real life context. Thanks to the project, Professional Communication students had obtained

an enormous amount of experiencein terms of Advertising, PR, event planning and

management, as well asteam work.

Based on a brief provided by the client, RMIT Vietnam Communication Department,

Interdisciplinary Communication Project students were demanded to conduct a project

aiming to connect RMIT Vietnam alumni and current students. Particularly, this project,

naming Where Are They Now (WATN), attempted to generate positive attitude of

students towardsjob acquisition after graduating. Subsequent to the first five weeks of

intensive studying, planning idea, presenting to client and preparing material for the wholeproject, WATN campaignstarted at the beginning of week 7, and ended with a networking

event in week 10.

This report will present information relating to main activities conducted in the campaign

including Amazing Box, Story Chains, Ticket Stamping, Teaser video and Interview video

clips. Moreover, the implementation and statistic regarding those activities from the final

research finding will also be indicated in order to evaluate the output and outcome. The

discussion and recommendation session are the valuable and helpful for continuous

project(s) in the future will be also displayed in the last section.


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II. CAMPAIGN RESEARCH, OBJECTIVES AND TIMELINEIn order to gain a better understanding of the connection between current RMIT Vietnam

students and the alumni as well as the students attitude about entering the workplace, a

formative survey on 97 RMIT students on HCMC campus was conducted at the beginning of

the semester.

The research result indicated a number of reasons why WATN campaign needed to be

conducted. First of all, 61.9% students think that they have little or no connection with the

industry and graduates. Moreover, 53% students said that they lack of working experience

as well as the shortage in term of the connection with people in workplace (40%

respondents). Due to those surveyed disadvantages, 56% students suggested that they

want to have a chance to directly interact with RMIT alumni and listen to their real

experience in order to prepare well for the future career.

More importantly, the Communication Department also desired to reconnect the RMIT

alumni to the university in order to enhance the networking for current students as well as

enrich the university portfolio.

Based on the clients demand and research findings, three objectives were set for the whole

campaign:

y To have at least 30% of students aware of the alumni success stories by week 11y To raise the percentage of students who say alumni influence their choice of careerfrom 15% to 20% by week 11

y To raise the percentage of students who are confident about getting a good job aftergraduation by 5% at the end week 11

In order to achieve these objectives, a number of activities were planned and executed

during this semester:


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(Please see the next page for detail information)

Week 5Week 6 Week 7 Week 8 Week 9 Week 10

ACTIVITIES22-Mar 30-Mar 4-Apr 5-Apr 14-Apr 15-Apr 22-Apr 29-Apr

Storyboard chains

Amazing box

Ticket Stamping

Teaser video clip

Filming video clips

y Storyboard chainsSome real alumnis stories and other imaginative ones were drawn to create tendifferent

storyboard chains. Those stories were hung on a rope as a series and displayed at some

specific places (lab room on 1stfloor, breeze ways on 2nd, 3rd, 4th and 5th floor, etc.) where a

lot of people concentrate

y Amazing BoxA.B is a big box where a volunteer can sit inside to deliver gifts (see the image on

Appendix). When students rang the bell on Amazing Box, they received randomly one gift

from the box. Gifts were vouchers, wristbands, T-shirts, pen and so on.

y Ticket StampingVia stamping on motorbike tickets, we wanted to raise and increase the awareness among

a huge number of audiences about the campaign intranet website.


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y Teaser video clipIt is produced along with a purpose to arouse the target publics curiosity toward the campaign.

This video clip guided the viewers to the website which is the main objective in this project

y Filming video clipThose video clips were constructed based on the content of the interview scripts. Each video clip

told a successful story of one alumnus which was aimed to inspire the positive attitude of current

students toward studying and social activities.

III. EVALUATION OF OUTPUTThe objectives of WATN campaign were greatly recognized by surveyed students due to the carefulinform in our groups activities. The amazing box was successful in generating excitement and

awareness among students. The students attendance was sensational due to free gifts delivery;

however, it was tough to inform every student about the website and networking event during the

first two sessions. In order to acquire sufficient participants for the Networking Event, an extra

amazing box session was organized to inform, persuades them and had them instantly register for

the event. The students determination to have a successful Networking Event should be

emphasized.

The ticket stamping activity did not transfer the message to the audiences; moreover, the

audiences did not understand the meaning of the activity and it was hard for them to recognize the

stamp behind the motorbike tickets. Besides, the story board chains should be hung at different

places as the hanging positions were not so transparent for students which might reduce the

effectiveness of the activity. Additionally, due to some objective reasons, the story chains were

damaged and tumbling. It is also complicated to acknowledge the storyboard chains contribution

as we did not have enough time and human resource to observe all the stories locations. However,the beautiful drawing caught average students attention, especially for stories hanging in front of

laboratory and student work area on first floor.

In term of alumni interview clips, based on survey result, top three recalled alumni are Le Trang,

Son and Phoenix Ho that indicates the students prefer watching those clips rather than reading the


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profile. Specially, 50% students among those who could recall the success stories said that they feel

more confident in getting a good job. Therefore, it can be assumed that the video clips partly

contributed to the 3rd objective achievement.

Statistics from our survey result show the popularity of specific activities as follows:

Activities % of surveyed students were

aware of the activities

Website 53%

Le Trangs clip 32.4%

Sons clip 22%

Phoenix Hos clip 24.3%

Photo Board 52%

T-shirt 52%

Amazing Box 50%

Story Board Chain 39%

Stamped packing tickets 33%

Networking Event 22%

IV. EVALUATION OF OUTCOMESThis objective was successfully achieved as there were 41% of the surveyed students answered

yes when they were asked about the knowing of the success stories. This result was a

combination of effort from attracting their attention about the campaign to informing them about

the website as well as the benefits of alumnis success stories awareness. Prior to the campaign,

the stories were only told by friends with limited frequency, the other way should be contacting

external relation department, however, students rarely asked the department about alumni.

Our activities contributed greatly to the awareness of students regarding campaigns website as the

alumnis website was viewed over 4500 times. The students were well-informed and persuaded

during four main sessions and one extra session of Amazing Box regarding entering alumnis

website as well as registering and attending the Networking Event. The significant role of Amazing


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box in luring students for website access, Networking Event register and attendance is tangible as

we directly informed and persuaded them during four main sessions and one extra session. This

was accounted for a great deal of students who desired to participate in the Networking Event to

acquire necessary information as well as widen social relationships. In relation to Alumni clips,

they supported greatly to a considerable increase of 19% regarding the influence of alumni stories

on career choice among students who could recall at least one story.

V. IMPLEMENTATION (ACTIVITIES, RESPONSIBILITIES ANDCOMMUNICATION MATERIALS)

1. Storyboard chains: 30/3 29/4Our group was responsible for developing the story chains ideas and worked with Design Team to

turn those ideas into the stories. In order to plan suitable places to hang the story chains, our group

had to directly deal with Property Service and prepared event notification forms to book for those

places. After getting stories from Design Team, we had to write the caption below each picture as

well as stick each story into a rope. Then we divided two different periods of time to display those

stories (Wednesday of week 6 and Saturday of week 7); and hung all of them one day before the

storyboard chains execution day.

2. Amazing box: 5/4 22/4In order to run the Amazing box effectively, we allocated one member to be in the box who would

deliver gifts, and a group of 5 people who constructed students and promoted about the WATN

website. During running the amazing, we needed to manage the participants well in order to

ensure that there were enough gifts for each session. More importantly, we also stamped the

WATN logo on participants hand to raise awareness about the website.Surprisingly, due to an

over-expected success of Amazing Box, on Friday week 9, we held an extra session which mainly

focused on gaining the number of registration for the Networking Event by cooperating with

external relations teams.


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3. Ticket stamping: 5/4 15/4The purpose of ticket stamping activity is to drive audiences to the alumni webpage by stamping

the link on tickets.Our team worked with Designer team to design the stamp, collaborated with

external team and purchase team to get approval. We contacted people in charge at parking lots

and get their permission to stamp on back of tickets. We stamped about 1, 500 tickets on Tuesday

and Friday since many students go to schoolon those days. We did extra sections in week 10

because there were still vouchers for this activity.

4. Teaser video clip: 5/4The video teaser was originally planned to finish at the end of week 4. However, due to the lateness

in receiving the script and approval, teaser filming had to be delayed until week 6. Our group wrote

a story board based on the original content of the proposal. We contacted with Ms Vo Ngoc Hue

Trinh, a Prof. Comm student to become the main actress in this clip. Moreover, we also asked for

helps from Ms. Mai Anh (Prof.Comm lecturer) and Career Center officer. Importantly, we needed to

ask one External relation member to contact with Ms. Trang Le (the alumnus) in order to get an

approval to use her photo.

5.

Filming the first 4 success stories: 22/3 14/4

For the first video clip (Ms. Phoenix Ho), our group went together with filming crew to be figurants

in the video clip. After 5PM Friday (1 April 2011), we filmed Ms. Phoenix at her office and

basketball hall. For the other clips (Le Trang, Mr.Son and Mr. Quang), one day before each filming

day, our group received the scripts from Content team (C.T), thenread through the scripts to get the

whole idea in order to collaborate with C.T in transferring ideas to filming crew. We attended four

filming days in order to assure that everything would be done accurately with our purposes. After

the filming crew edited the video clips and sent them to us, our groups responsibility was to check

the content andassurethat everything was on the right track.


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VI. DISCUSSION AND RECOMMENDATIONSBased onthree main objectives, it can be clarified that the short term objective targeted at raising

students awareness regarding alumnis success stories. Meanwhile, the long term objective was

defined to support students become more active for their future choices. Compare to our execution,

we found that within 10 weeks including planning and executing the project, we totally achieve the

short term objectives and partly reach the long term objectives.

Particularly, students seemed to favor receiving free gifts and promotional items from our

campaign, especially the wristband.Moreover, the number of students involved in Amazing Box

was extremely high in comparison with other activities. Thus, in term of Amazing Box, we hadto

increase gifts amount due to high demand from the students. Therefore, in the next stage of the

campaign, organizers should be aware of gifts quantity as well as monitoring the delivering

process to ensure the execution duration of Amazing Box.

On the other hand, Motorbike Ticket Stamping did not attract many students even though many of

them enthusiastically contact with us to get vouchers.They were only excited with the voucher gifts

while very few of them were aware of the activitys objective.Moreover, the happened technique

problem led to participants dissatisfaction. Hence, in the next stage, organizers should be careful to

ensure there is nothing harmful to the project.

Additionally, among activities that deliver alumni success stories, our story board chains received a

great deal of positive feedbacks from current students such as attractive drawing and meaningful

stories contents. However, if we had created some hooks to get audiences involve in reading the

story chains, this activity would be effectively conducted. Particularly, it is suggested that mini

games should be conducted to engage the students with the stories; moreover, we should provide

comments section on our main site for students to share their thoughts about those success stories.

Furthermore, two story chains were damaged in specific places (breeze way on 4th and 5th floor)

due to bad weather conditions. Similarly, some stories in building 8 and lab room (1st level) were

not entire till the last week of the campaign.This might lead to the fact that English students

studying at 4th and 5th level, and building 8 could not significantly involve in reading those stories.


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Further recommendations for this issue is that our group needs to assign tasks for particular

members being responsible for checking the story chains display condition frequently.

In relation to video clips production, it is important to choose an appropriate filming crew for the

project, thus, we need to make careful considerations to avoid later crew substitution which

happened during WATN. Furthermore, it requires numerous discussions among responsible

members and samples inspection to conclude adequate decisions. Secondly, the pre-filming

process was so complicated due to the fact that it requires Content team to interview and write

scripts, then External Relation team to ask for approval, finally, the CT team had to send the scripts

again to Production team. The misunderstanding and confused working structure severely led to

the late submission of alumnis clips.

Therefore, we recommend that there should be only one team who will interview, write scripts and

work with the crew on the shooting days. Time saving, better understanding the content of scripts

and better working process observation would be visible advantages of simplifying the working

structure.


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VII. INDIVIDUAL TASKSNGUYEN HUYNH LE

s3245810

I took responsibility for storyboard chains execution

- Wrote creative content for all the story chains- Worked effectively with Designed team to develop the ideas- Collected pictures, wrote the caption below each of them and stuck them on a rope- Directly dealt with E.R team and Property Service to book suitable places forhanging

- Hung those story chains together with my team members- Wrote Event Notification Form to get approval for activities venueI also involved in other activities such as stamping, amazing box, teaser clip, photo

board, photo standings and networking event

- Participated in the teaser clip preparation day (a figurant and prepared somefilming material)

- Prepared for stamping activity (stamped on motorbike tickets, prepared for photostanding display)

- Managed phone calls to contact with students winning the prize on motorbiketickets- Prepared for photo board activity (board decoration, drawings, images sticking)- Attended all photo board execution days (took photos, delivered the key messageand campaigns purpose for the audiences, instructed them to visit alumni website)

- Worked efficiently with team members to decorate the Amazing Box- Executed Amazing Box activity during the campaign (organized participants toqueue up, announce campaigns purpose, sat inside A.B and delivered gifts)

- Instructed students to sign in networking event on the last day of A.B- Prepared for networking event at Hard Rock (balloon decoration)- In networking event, I was in charge of Chris Tran (discussed with him about theschedule and made sure that he conducted the presentation at the right time)


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NGUYEN THI THACH THAO

s3245942

Role: I was a member in execution team and mainly responsible for Amazing Box activity.

Through this position, I contributed a lot for the implementation of Amazing Box as well as

the other activities.

- Preparation period:y Prepared materials and decorated for the Photo Board such as painting, cuttingand sticking accessories on the Photo Board.

y Bought materials (decal papers), created and decorated Amazing Box.y Prepared the materials such as cutting, sticking and hanging the story board chains.- Implementation period:y Attracted students involve in Photo Board activity and informed about thecampaign.

y Put on photos and adjectives that made by students on the Photo Board.y Mainly managed the execution of Amazing Box.y Stayed in front of Amazing Box to inform about the campaign also control the crowd.y Divided tasks for team members and volunteers in Amazing Box activity.y Managed the number of gifts in order to avoid missing.y Supervised volunteers for Amazing Box activity.y Helped to stamp students motorbike ticket.y Be responsible for rewarding for lucky students in Stamping Student Ticket activity.y Helped filming crews in some parts.y Cooperated with external relations to open an extra Amazing Boxs session.y Staying in information booth of extra Amazing Box session in order to informstudents about the Networking Event and guided them to register.

y Contributed in preparation period in HardRock Caf for Networking Event.y Directed and welcomed guess in the Networking Event at the parking plots entry.y Encouraged students involve networking with alumni and industry people in theNetworking Event.


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MAI THI HONG HUONG

S3245696Individual Participation:

y Worked with friends and designer to draw the stamp to submit for approvaly Stamped mobike tickets in the parking ploty Received phone calls and messages from students to receive vouchers of themobike stamping activity

y Found and contacted with supplier for wristband activityy Brought the photo standings to parking loty Collaborated with friends to work with designer about pictures of stickers on mirrory Worked with volunteers to stick the stickers on mirrors in male and femalerestrooms from 1stfloor to 5thfloor at building 1 and the 1stfloor at building 8

y Prepared for the photo-board activities ( painting , cutting and sticking materials)y Presented the activitys information and invited students to join in the photo-broadactivities

y Helped to prepare for storyboard chain activity (cutting and sticking materials)y Worked with friends to create Amazing Box and decorated ity Managed and worked volunteers to deliver flyers at library, student work areas,canteen in Amazing Box activity

y Introduced and invited student to take part in Amazing Box activitiesy Took out and took off the standing at parking lotsy Instructed guests going to up stair for registration at parking lot in the net workingevent

y Helped guests to tide entrance wire and buy drink vouchers at net working event


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LAM XUAN MAI

S3169238

- Worked with filming crew in the filming days- reviewed and gave comments on the scripts & video clips- Contributed some ideas for design team about WANTs T-shirt, poster & flyers in themeetings of production team.

- Delivered WANTs promotion items (T-shirt, poster, wristbands) in the launchingday.

- Participated in the networking event, helping organization team to guide the guests,alumni who came to the event.


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NGUYEN KIM THANH THAO

S3246634

In this project, I was a member in Execution Team in which I mainly took responsibility for

the filming production.

During the project time, I had chances to participate in diverse activities:

WATN Photos Board

- Decorated and prepared materials (painting for background picture, decoration)- Took part in executing the photos board (cut photo and stick with adjective to puton the board)

- Promoted campaign to students and staffs in each session of running photo boardStories Chains: Cut and stick material and hang the stories chains on around campus

Stamping: joined two days for stamping tickets from 7am- 8am

Amazing box

- Printed decal for decorating- Decorated the box (painting, cut and stick material)- Cover gifts in preparation partTeaser video clip:

- Created and wrote script and stories board- Got approval for filming- Contacted with actress, lecturer, career officers and filming crew for filming- Directed and managed the filming day- Wrote Event Notification Form to get approval for projecting tease placeVideo clips:

- Contributed ideas to interview video clips- Previewed the script and prepare requirement for the filming days- Came to school in Open day to do a text video clip with the filming crew at thebeginning

- Went along with content team and filming crew to observe the working process, aswell as the accuracy of script

- Worked with External relation team to ask approval for using photos.Net working event: come to prepare for the material (balloon, gift) and welcomed guests


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VIII.APPENDICESAPPENDIX 1: Questionnaire for the evaluative research

SURVEY

We are students from RMIT University Vietnams Professional Communication program,

undertaking the COMM2386 Interdisciplinary Communication Program course. To enable us to

evaluate the impact of our recent campaign, we are conducting research to understand your

opinions about your career orientation. The survey only takes about three minutes and your

information will be kept confidential.

1. What program are you studying?1 Bachelor of Commerce 2 Bachelor of IT 3 Bachelor of BIS 4 Bachelor of

Design

5Bachelor of Prof Com 6 Bachelor of Accounting 7Bachelor of Marketing

8 Diploma of Commerce 9 Diploma of Design 10 Academic English

program (skip the next question)

2. What semester are you in?1 2 3 4 5 6 7 or higher

PART 1: THE CAMPAIGN

3. Have you heard of WhereAre They Now? (WATN?)

1 Yes 2 No

Do you know the purpose ofWATN? is to connect current RMIT University Vietnam students

with our universitys graduates?

1 Yes 2 No


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4. Please tick the boxes below if you are aware of the activities and materials used to

promoteWATN? this semester. Some sections require a little bit of extra information:

1Website https://online.rmit.edu.vn/alumniHave you visited? 1 Yes 2 No

2Networking event at Hard Rock Caf on Monday, April 25, 2011Did you attend? 1 Yes 2 No

3Photo-board (A board displayed at Highlands Coffee whereby students could have theirphotos taken and placed on the board with an adjective best describing themselves. Now the

colorful board featuring a lot of photos is placed near Student Services and the exam notice board

on level 1 of building 1)

4Story-board chain (A series of hand-drawn pictures illustrating the life stories of ouralumni. Various story-board chains are located outside the toilets on level 2, 3 and 4, as well as at

the computer lab of level 1 of building 1, and in the foyer on level 1 of building 8)

5Amazing box (A huge box containing a person whom delivered gifts when students rang abell outside. It was located under the staircase near Highlands Coffee)

6T-shirt (Volunteers and participants wore orange and white T-shirts featuring adjectivessuch as friendly, enthusiastic, crazy, smiley etc)

7Stamped parking tickets: On the back of parking tickets was a red stamp featuring Whereare they now?

8 Posters and flyers (in toilets OR in the old canteen) 9 No I dont know any of them

Feedback on these activities: ......................................................................................................................................................

....................................................................................................................................................................................................................

....................................................................................................................................................................................................................

....................................................................................................................................................................................................................

5. Do you know of any success stories of alumni through theWATN? campaign, especially

through https://online.rmit.edu.vn/alumni?

1 Yes 2 No


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If yes, can you name the alumni/alumnus and/or describe their film clip or profile?:

.

...

6. How do you feel about this campaign?

Strongly like Like Neutral Dislike Strongly dislike

1 2 3 4 5

PART 2: YOUR CAREER ORIENTATION

7.What factors have influenced your choice of future career? (You can choose more than

one option)

1 Parents 2 Friends 3 Career counselors

4 Graduates (alumni) 5 Media (Internet, books) 6Other:..

8. The majority of RMIT University Vietnam alumni can get the jobs they want

Strongly agree Agree Neutral Disagree Strongly disagree

1 2 3 4 5

9. The majority of RMIT University Vietnam graduates are well regarded in the workplace


1 2 3 4 5

10. You are confident you will get a good job after graduation


1 2 3 4 5

11. Is there anything that makes you feel uncertain about your future career?1 Yes 2 No

If you answered yes, what makes you feel uncertain? (You can choose more than one option)

1 Your GPA (grade point average out of 4)

2 Lack of work experience

3 Lack of industry knowledge and information

4 Lack of connection with people in the workplace


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5 Inadequate qualifications

6 Other:.

Thank you very much


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APPENDIX 2: photos of activities

Amazing box


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Wristband


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Storyboard Chains


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Ticket stamping


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Success stories


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Networking Event


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Poster and flyer

Documents

Le Thao Mai Huong Thao Final Report