Project Title: Building and Implementing a Brand Promotion Communication Campaign for Nguyen Dinh Catering

INFORMATION ABOUT THE MASTER'S THESIS

1. Student's full name: Le Thu Thuy 2. Gender: Female

3. Date of birth: September 20, 1999 4. Place of birth: Hanoi

5. Decision number for student admission:5626/QD-XHNV,December 29, 2023, from the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

6. Changes in the training process: The title of the Graduation Project has been changed from “Building and implementing a communication campaign to promote the specialty coffee brand “Ta Cà Phê” of Vietnam” according to Decision No. 6495/QD-XHNV dated November 29, 2024, to “Building and implementing a communication campaign to promote the Nguyên Đình Catering brand” according to Decision No. 3460/QD-XHNV dated May 6, 2025.

7. Project Title: Building and Implementing a Brand Promotion Communication Campaign for Nguyen Dinh Catering

8. Major: Journalism and Media Management Code: 8320109

9. Scientific supervisor: Assoc. Prof. Dr. Nguyen Thi Thanh Huyen - Institute of Journalism & Communication Training, TFaculty of Social Sciences and Humanities, Vietnam National University, Hanoi.

10. Summary of project results: The project conducted internal business and market research using SWOT and PESTEL models to build a Customer Journey based on a Marketing funnel, implementing synchronized content across three corresponding levels. Strategic objectives were quantified using SMART methodology, and a commitment to growth in performance indicators yielded the following results:TikTok gained 16,000 followers and its view-to-date rate rose to 15%; its first livestream reached 500 concurrent viewers, generating approximately 20,000,000 VND in revenue within 2 hours; Facebook increased its average engagement rate by 197.8% (three times) after 6 months.The campaign leveraged 20 years of experience into the message "elevating Vietnamese banquets" and combined three pillars of POEM to create an integrated communication ecosystem, leading potential customers more effectively. The biggest lesson learned was the shift in Nguyen Dinh Catering's mindset to a proactive, data-driven model, helping the brand restructure and consolidate its leading position in the mobile catering service industry in the modern market.

11. Practical Applicability: The project has practical significance for Nguyen Dinh Catering as it provides a detailed, scientifically-based action plan, helping the brand optimize its communication resources and achieve business goals in a constantly changing market with many new trends. The methods, models, and practical results can serve as a reference for other businesses in the same industry to apply in building appropriate communication strategies. Finally, the project has contributed to raising consumer awareness of professional catering services, thereby affirming the brand's leading position in the high-end market segment.

12. Future Research Directions: The next research direction will shift the focus of measurement from Vanity metrics (Likes, Followers, etc.) to actual business metrics (Leads, CPL, ROAS, Conversion Rate, etc.). Next, we will leverage the CRM system (Hubspot) to label and track the customer lifecycle across all digital media channels (Facebook, TikTok, Zalo, etc.). This will allow for accurate calculation of CPL, ROAS, ROI, etc., evaluating lead quality across channels, and coordinating between Sales and Marketing to redesign service packages. The next goal is to focus on qualitative analysis (quality interactions, video saving/sharing, etc.) and proactive surveys to verify lead sources. Additionally, we will create a survey questionnaire to periodically analyze competitors, supporting the development of appropriate plans and strategies based on available resources.

13. Published works related to the project: None

INFORMATION ON PROJECT

1. Full name: Le Thu Thuy 2. Sex: Female

3. Date of birth: September 20, 1999 4. Place of birth: Hanoi

5. Admission decision number:5626/QD-XHNVDated: 29/12/2023

6. Changes in the academic process: The title of the Graduation Project was changed from “Building and implementing a communication campaign to promote the specialty coffee brand “Ta Cà Phê” of Vietnam”.(Building and implementing communication campaign to promote Vietnam's Specialty Coffee Brand “Ta Ca Phe'”)Under Decision No. 6495/QD-XHNV dated November 29, 2024, to “Develop and implement a communication campaign to promote the Nguyên Đình Catering brand”(Building and implementing communication campaign to promote Nguyen Dinh Catering)under Decision No. 3460/QD-XHNV dated May 6, 2025.

7. Official project title: Planning and Implementing Communication Campaign to Promote Nguyen Dinh Catering

8. Major: Media Management 9. Code: 8320109

10. Supervisors: Prof. Dr. Nguyen Thi Thanh Huyen

11. Summary of the findings of the project: The project conducted internal and market analyzes utilizing the SWOT and PESTEL frameworks to construct the Customer Journey based on the Marketing funnel, with content scientific deployment executed across three corresponding levels. Strategic objectives were precisely quantified using the SMART criteria, committing to enhanced performance metrics that successfully yield several key results:TikTok followers increased to 16,000, and the view-through rate reached 15%; The inaugural Livestream session attracted 500 concurrent viewers, generating approximately VND 20,000,000 in revenue within two hours; The average engagement rate on Facebook increased by 197.8% (a threefold rise) after six months.The campaign successfully leveraged the brand's 20 years of experience, transforming it into the core message, "Elevating Vietnamese Feasting Culture" (Elevating the Vietnamese feast). It integrates the three POEM to establish a cohesive communication ecosystem that effectively guided potential customers. The most critical lesson derived was the successful mindset transformation of Nguyen Dinh Catering toward an active, data-driven approach, which significantly reinforced the brand's leading position in the contemporary mobile catering service industry.

12. Practical applicability, if any: The project holds considerable practical significance for Nguyen Dinh Catering by providing a detailed and scientifically grounded action plan. This plan enables the brand to optimize communication resources and achieve business objectives within a constantly fluctuating market featured by emerging trends. The methodologies, models, and practical outcomes derived from the project can serve as valuable reference material for peer businesses in the industry to adapt and apply in constructing suitable communication strategies. Finally, the project contributes to elevating consumer awareness of professional catering services, thereby affirming the brand's leading position within the high-end market segment.

13. Further research directions, if any: The subsequent research direction mandates a fundamental shift in measurement focus from Vanity Metrics (Likes, Followers, etc.) to tangible Business Metrics (Leads, CPL, ROAS, Conversion Rate, etc.). The next phase involves leveraging the existing CRM system (Hubspot) to accurately tag and track the Customer Lifecycle across all digital communication channels (Facebook, TikTok, Zalo, etc.). This integration allows for the precise calculation of metrics such as CPL, ROAS, and ROI, facilitates the qualitative assessment of lead quality per channel, and enables coordination between Sales and Marketing to redesign service packages. The ongoing objectives are to focus on qualitative analysis (assessing valuable interactions, content saves/shares, etc.) and to proactively survey conduct to validate lead origins. Furthermore, implementing a periodic survey instrument (questionnaire) for competitor analysis will serve to establish appropriate plans and strategies based on available resources and capacities.

14. Thesis-related publications: None