​STRATEGY
Club Room's Background
The club room is established in 2018, located in building A (1.5.016) of the Hanoi Campus with the Hall of fame, artistic zone, chit-chat zone, and chilling zone (RMIT University Vietnam LLC Hanoi branch 2018; RMIT Vietnam Student Life HN)
Managed by RMIT Student Life HN, is a space dedicated to the 12 clubs in Hanoi Campus where people can network, decorate and showcase their clubs’ achievements and trophies.
​Problems
Brand Problem:
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Lack of awareness about the Club Room and the room is mostly occupied by one or two clubs only.
Problem Statement:
Low awareness of the Club Room due to the lack of promotion and unbalanced usage time among RMIT HN clubs.
Market Trends
6 times
More engagement for the same content posted on RMIT Vietnam Society than on the Club’s official pages.
60%
Of the most interacted posts on RMIT Student Life HN is the recap of extracurricular activities on and off campus (FanpageKarma n.d.).
Target Audience
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RMIT students from 18 to 22 years old.
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Full-time students in Hanoi Campus.
I want to have a meaningful university experience by making new friends through extracurriculars. So a friendly, open space would help me identify peers who have mutual interests to broaden my network.
Pain
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Don’t have the opportunity to make more friends as there are limited activities to do inside RMIT HN.
Gain
​
Want a space to gather freely with friends, and some activities that they can do together.
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To raise awareness of 80% of the target audience about the room renovation from June 26 to July 15 2023.
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To raise awareness among 50% of the TA about the clubroom’s new features and events from July 15 to July 29 2023.
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To convince 70% of the target audience about the inclusivity of the clubroom from July 24 2023 to July 2024.
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To have 150 participants at the housewarming party on July 19.
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To have 100 visitors to the monthly thematic display area hosted by clubs from July 24 2023 to July 2024
Objectives
Consumer Truth
Student find it difficult to make friends in university so they need space to bond with other people and participate in community activities.
Brand Truth
Club Room is a space dedicated to the 12 clubs in Hanoi Campus where people can network, decorate and showcase their clubs’ achievements and trophies
​Key Message
​ Club Room with its inclusiveness creates a spot for you to connect with other RMIT students through various activities.
Why it works?
Creative Concept
3 steps to having a great university experience: be unique, embrace youth, and join a community.
Why this concept?
Focusing on the inclusivity of the new renovated clubroom.
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Bright, bold and dynamic visuals resemble their activities in the clubroom would attract T.A’s attention (Thu Nguyen 2021).
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Word-play, joyful tone of voice would have high resonance among TA (WARC Data 2022).
Branding
Good Times Font
FAC800
000054
000054
E61E2A
