TTDA: Building and implementing a communication campaign to promote the Nguyen Dinh Catering brand

INFORMATION ABOUT MASTER'S GRADUATION PROJECT

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 to recognize student number:5626/QD-XHNV,December 29, 2023 by the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi

6. Changes in the training process: Change the name of the Graduation Project from "Building and implementing a communication campaign to promote the Vietnamese specialty coffee brand "Ta Ca Phe"" according to Decision No. 6495/QD-XHNV dated November 29, 2024 to "Building and implementing a communication campaign to promote the Nguyen Dinh Catering brand" according to Decision No. 3460/QD-XHNV dated May 6, 2025.

7. Project title: Building and implementing a communication campaign to promote the Nguyen Dinh Catering brand

8. Major: Journalism and Media Management Code: 8320109

9. Scientific instructor: Associate Professor, Dr. Nguyen Thi Thanh Huyen - Institute of Journalism and Communication Training, TUniversity of Social Sciences and Humanities, Vietnam National University, Hanoi.

10. Summary of project results: The project has researched the internal business and market through the SWOT and PESTEL models to build a Customer Journey based on the Marketing funnel, deploying synchronized content at 3 corresponding levels. Strategic goals are quantified according to SMART, committed to increasing performance indicators, bringing some results as follows:TikTok increased followers to 16,000 and completion rate to 15%, the first Livestream session reached 500 concurrent viewers with revenue of ~ 20,000,000 VND in 2 hours; Facebook increased average interaction rate to 197.8% (3 times) after 6 months.The campaign took advantage of 20 years of experience in the message "elevating Vietnamese dishes" and combined the three POEM pillars to create an integrated media ecosystem, leading potential customers more effectively. The biggest lesson is to transform Nguyen Dinh Catering's mindset to a proactive, data-driven model, helping the brand restructure and consolidate its leading position in the mobile catering industry in the modern market.

11. Practical applicability: The project has practical significance for Nguyen Dinh Catering by providing a detailed, scientifically based action plan, helping the brand optimize communication resources and achieve business goals in a constantly changing market with many new trends. The methods, models and practical results can become reference materials for businesses in the same industry to apply to build 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. Further research directions: The next research direction shifts the measurement focus from Vanity Index (Likes, Followers, ...) to actual Business Index (Leads, CPL, ROAS, Conversion Rate, ...). Next, we will take advantage of the CRM system (Hubspot) to label and track the Customer lifecycle from all digital media channels (Facebook, TikTok, Zalo, ...). This allows for accurate calculation of CPL, ROAS, ROI, ... indicators, assessment of Lead quality by each channel, and coordination between Sales and Marketing to redesign service packages. The next goal is to focus on qualitative analysis (quality interaction, saving/sharing videos, ...) and proactive surveys to authenticate the origin of Leads. In addition, we will create a survey questionnaire to periodically analyze competitors to serve the establishment of appropriate plans and strategies on available resources and 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: December 29, 2023

6. Changes in academic process: The title of the Graduation Project was changed from “Building and implementing a communication campaign to promote the Vietnamese specialty coffee brand “Ta Ca Phe””(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 “Build and implement a communication campaign to promote the Nguyen Dinh 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" (elevate Vietnamese dishes). 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