RMIT Graduation Audition 2021
RMIT Graduation Audition Performance- a project organized by the Graduation Committee, wants to engage with the current and alumni RMIT Performance Talents to motivate them to perform in the Graduation Ceremonies in Ho Chi Minh City and Hanoi. (Client Brief 2020)
Strengths
-
Promote personal image and enhance school reputation through Graduation Ceremonies. (Gibbs 2018).
-
Providing incentive for participants (Figure 6)
-
A large performing stage with high quality technical (Figure 5).
Weaknesses
-
Uninteresting format and formal rules (Client Brief 2020)
-
Low awareness and engagement on social media (Refers to figure 2 - 4)
-
Lack of information as the RMIT Graduation Performance doesn’t have an own fanpage.
Opportunities
-
Students are proactive in updating school events and trending topics. (McLaren 2019)
-
A chance to compete for the talents of the RMIT community (McLaren 2019).
-
RMIT Students want to show talents to build networking with business stakeholders (LinkedIn Global Talent Trends 2020).
Threats
-
Tet occasions can affect their interest in participating in the event.
-
Different event formats are more interesting towards the audiences. (Refers to figure 1).
-
Most art, entertainment events have either been delayed or cancelled, due to the outbreak of COVID-19 (Nguyen 2020b).
Data Findings
-
Figure 1 highlights the RMIT events, notably Club Day and International Festival. Club Day takes place annually in week 2 resulting in attracting a large number of newbies and clubs’ members. Meanwhile, the International Festival brings students from diverse cultural backgrounds through different activities, including performing diverse activities. These events are more exciting and joyful resulting in attracting more RMIT Talents to perform.
Figure 1: The annual events of RMIT. Adapted from RMIT Vietnam Student Life SGS, RMIT University Vietnam, RMIT Vietnam Student Council, RMIT Recreation & Events Complex 2020
-
Figure 2 shows that the hashtag #RMITSingingAudition only appears within the posts from the fan page whereas there are no other posts from a different person or page about the event. As a result, the audiences are not likely to engage with #RMITSingingAudition. Post 1 and 3 have similar also simple captions which are just directly calling to action. They simply announce the events and didn’t create attractive contents for students as well as alumnus. Post 2 used a personal story but wasn’t interesting enough to attract the audience.
Figure 2: Posts with hashtag of RMIT Graduation Audition 2017. Adapted from RMIT University Vietnam, RMIT University Student Life HN 2020
-
RMIT Graduation Performance posts are distributed through RMIT Vietnam Student Life fan page. Figure 3 indicates the Facebook traffic of six RMIT Facebook pages with RMIT Confessions ranks number 1 with 1.48% engagement. On the other hand, RMIT Vietnam Student Life gains a low engagement with 0.2%. Therefore, audiences prefer more entertaining and trending topics.
Figure 3: RMIT Facebook pages statistics. Adapted from Fanpage Karma 2020.
-
Based on figure 4, Graduation Audition posts and events receive low engagement on Facebook from 2017 to 2019, particularly there is always lower than 100 people interested in or participating in the online events on Facebook in previous campaigns. Posts receive low interaction with RMIT students with 10 to 20 likes and no comments and shares as the average statistics per post.
Figure 4: RMIT Graduation Audition posts and events on Facebook in 2017, 2018 and 2019. Adapted from RMIT Vietnam Student Life SG Facebook Page, RMIT University Vietnam Facebook 2020
Figure 5: RMIT Graduation Performing Stage. Reproduced from Youtube 2020.
Figure 6: Benefits wen applying for RMIT Graduation Audition. Reproduced from Facebook 2020.
PROBLEM STATEMENT
RMIT Graduation Audition receives low awareness and engagement from the public on social media.
Stakeholders Mapping
Target audience
Primary audiences
Demographic- Geographic
-
Age: 18-24 years old
-
Education: RMIT University
-
Location: Ho Chi Minh city and Hanoi
-
Experience: Have artistic talents and aspirations
Psychographic
-
Lead a bold and dynamic lifestyle as the TA is confident and knowledgeable (Decision Lab 2015).
-
Describe themselves as ambitious and career-oriented with 27% of them reported to have a strong desire to stand out in a crowd (GlobalWeb Index 2020).
Behavioral
Activity:
-
Attend music festivals, concerts, singing contests and dance performances. (Jassi 2015)
-
Practice and record their performances (Career Explorer n.d.)
Media consumption:
-
Uses Facebook to follow performance-related pages to be informed of the upcoming music or dance performances/ events and show off their daily activities. (VietnamNews 2018).
-
Uses Youtube to search for entertaining videos, mostly about the highlight performance of the artists from the music, dance shows. (Nielsen 2018).
-
Spotify is used as an streaming platform (Pragnell n.d. )
-
Showcases their talents, performances on social media (Facebook, Instagram, Youtube) and shows their lives are not dull. (Bergh 2018).
Insights
“We want a stage to inspire people by our talents. However, we are afraid that our performances are not outstanding, thus, receiving negative judgment and no engagement from the audiences."
Persona Map/ Empathy Map
Describe your image
Describe your image
Describe your image
Psychographic
-
Interest in fun and exciting experiences (Gallup 2016).
-
“Trend-catchers" (Green Buzz Agency 2020).
-
Aspiration for contributing to the community (Nguyen 2020).
Behavioral
Activities
-
Joining music concerts and spending more money for music than other generations (SAGE Audio n.d).
-
Listening to music and playing instruments in free time (Student Pocket Ride 2020).
Demo-Geographic
-
Age: 24 - 30 years old
-
Income: Medium to high income
-
Location: HCM and Hanoi
-
Income: High income
Secondary audience
Characteristics
-
Ambitious, enthusiastics and career oriented (Barth 2017).
-
Self-expression and afraid of being judged (MMC Cambridge 2016).
Goals
-
Finding opportunities for skills and self-improvement (Pushpanathan et al., 2017)
-
Financial stability, engaging in active community and good work-life balance (Bergh 2018).
-
Create more networking contacts and relationships which can benefit their career path (LMA Recruitment n.d).
Frustrations
-
Mental health issues due to busy life and long working hours (Hoffower & Akhtar 2020).
-
Having the fear of being overshadowed or not standing out (Neubronner 2016).
Media consumption
-
Digital-connected and tech savvy (Kruger & Saayman 2015).
-
Spend most of the time on social media to search for video (Nielsen 2018).
-
React and share what they interests on social media (SAGE Audio n.d)
-
Facebook: social networking, expressing opinions and updating personal information/status.(Bolton 2013).
-
Following RMIT Alumni groups and pages to update information.
-
Instagram: About 2 million Vietnamese millennials use Instagram.(NapoleonCat 2020).
-
Zalo: 90% of the TA use Zalo to chatting with friends/ family (Khuu n.d)
-
Spotify: listen to music for inspirations, connect to different cultures with international music genres, update playlists and discover new artists and songs (Stein 2019).
-
Youtube: the most Youtube’s consumers for watching and updating videos (Duffett, Edu & Negricea 2019).
Persona Map/Empathy Map
Key Insight
"We want a stage to inspire people by our talents and boost reputation in art fields. However, we are afraid that our performances are not outstanding, thus, receiving negative judgment and no engagement from the audiences."
Objectives
OBJECTIVES
OBJECTIVES
OBJECTIVES
To raise the awareness of Graduation Audition among 105 current Talents and 36 Alumni Talents from 18/01/2021 to 31/01/2021 through physical activities and social media engagements.
To reach 56 current Talents and 18 Alumni Talents to interact with social media activities and posts about Graduation Audition from 1/02/2021 to 14/02/2021.
To attract 24 current Talents and 6 Alumni Talents to register for the audition from 15/02/2021 to 28/02/2021 by promotion videos and displaying benefits of the participation.
Key Message
RMIT Graduation Audition is an occasion for you to express your talents and be the inspiration for the graduate’s new journey.
CREATIVE CONCEPT
![i1. [Recovered]-01-01](https://static.wixstatic.com/media/e4fd2b_ceced62f3df047efb3309ea18d32692c~mv2.png/v1/fill/w_250,h_353,al_c,q_95,enc_auto/e4fd2b_ceced62f3df047efb3309ea18d32692c~mv2.png) i1. [Recovered]-01-01 |
|---|
 Screen Shot 2021-01-01 at 9.54.15 PM |
 49162556261_120f59d6e1_o |