HANOI UNIVERSITY

FACULTY OF MANAGEMENT AND TOURISM

----------OoO----------

CAPSTONE PROJECT
RATIONALE REPORT
Digital Marketing Guide for Vietnam Museum of
Ethnology focusing on Mid Autumn Festival
Tradition

Advisor: Ms. Nguyen Mi Linh

Major: Tourism and Hospitality Management

Group members:

Nguyen Thi Trang Nhung - 2006190042

Nguyen Thi Thuy Quynh - 2006190050

Nguyen Thi Quynh Nhu - 2006190043

Le Thi Lan - 2006190030

Hanoi, November 2023

 Table of Contents

ABSTRACT................................................................................................................................. 3
I. Title of the project ................................................................................................................... 4

II. Problem statement ............................................................................................................ 4

III. A brief literature review relevant to the chosen topic. .................................................... 6

IV. Method of inquiry. ............................................................................................................ 8

a. Quantitative method .......................................................................................................... 8

b. Qualitative method............................................................................................................. 8

V. Results of the projects. ......................................................................................................... 9

1. Findings ................................................................................................................................ 9

1.1. Customers’ information ................................................................................................ 9

1.2. Customers’ behavior ................................................................................................... 11

1.3. Social network coverage of the Vietnam Museum of Ethnology ............................... 12

1.4. Museum's Mid-Autumn Festival event....................................................................... 14

1.5. Customer’s recommendation about Museum ............................................................ 17

2. The implementation process .......................................................................................... 18

2.1. Customer profile.......................................................................................................... 18

2.2. Marketing Plan ............................................................................................................ 18

VI. Conclusion and action plan. ........................................................................................... 26

1. Conclusion ...................................................................................................................... 26

2. Action plan ...................................................................................................................... 27

VII. Deliverables as an appendix. .......................................................................................... 27

1. Deliverables..................................................................................................................... 27

2. Others communication materials ................................................................................... 28

3. Company's Evaluation ..................................................................................................... 29

REFERENCES .......................................................................................................................... 32

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 ABSTRACT

The Vietnam Museum of Ethnology is a destination for acculturation, an ideal place to visit
and experience place customs and practices of ethnic groups in Vietnam and in the region
of Southeast Asia, especially of ethnic minorities through scientific and diverse displays, and
decorations.

This rationale report provides the foundational reasons and strategic considerations behind
the proposed project - developing a Digital Marketing Guide for the Vietnam Museum of
Ethnology (VME) with a specific emphasis on the Mid-Autumn Festival tradition. The Mid-
Autumn Festival holds profound cultural significance in Vietnam, providing an opportunity
for the VME to engage audiences, preserve cultural heritage, and extend its reach through
digital channels.

This report will use both primary and secondary data to get the most reliable and
unprejudiced opinions from the community towards the Vietnam Museum of Ethnology. A
detailed digital marketing audit is conducted, evaluating the museum's current online
presence, including its website, social media platforms, and survey marketing efforts.

The guide proposes strategic improvements, emphasizes the importance of analytics and
measurement tools to track the success of the digital marketing efforts. The proposed
strategies are designed to elevate the museum's online presence, engage diverse audiences,
and it will be an ideal suggestion for the authorities in attracting newcomers, the museum’s
image will become more familiar to youngsters and the amount of interaction will increase
substantially.

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 I. Title of the project

With the purpose of increasing opportunities to apply learned knowledge and professional skills to
solve practical problems, and at the same time complete the graduation project, our Group 2 is in
charge of implementing the project titled “Digital Marketing guide for Vietnam Museum of
Ethnology focusing on Mid Autumn Festival Tradition”.

II. Problem statement

The Vietnam Museum of Ethnology was established by the decision of the Prime Minister on
October 24, 1995, and was built for 2 years before being officially inaugurated on November 12,
1997. The museum is located on Nguyen Van Huyen Street in Cau Giay district, about 8 km from
Hanoi center. After nearly 30 years of establishment and development, the museum regularly
organizes exhibitions of crafts and folk culture with more than 15,000 artifacts and 42,000 films and
images depicting daily activities, costumes, agricultural tools, religious beliefs, as well as cultural
features, beliefs, customs, and practices of ethnic minorities. Because of this attraction, on
TripAdvisor, the Vietnam Museum of Ethnology was voted 4th among the 25 most attractive
museums in Asia in 2014 and ranked 1st in the top 10 most attractive museums in Vietnam.

In recent years, the Vietnam Museum of Ethnology has always been a favorite destination for
domestic and foreign tourists. The Vietnam Museum of Ethnology has constantly innovated,
organized many thematic exhibitions, and opened new exhibitions with new formats to attract
customer groups. The museum is aimed at all classes, all ages, and all foreign tourists around the
globe who love to learn about the culture of Vietnam and Southeast Asian countries. The museum
also attracts tourists not only because of the cultural value of its collections but also because of its
environmental landscape and service quality. In addition, the museum also organizes many diverse
and lively performance activities to preserve cultural heritage through programs such as the Lunar
New Year, International Children's Day, Mid-Autumn Festival, etc. In each activity, the museum
always aims to discover new things, foster cultural knowledge, and enrich it. The museum wants all
families, children, teenagers, and visitors to be able to experience the traditional Vietnamese Mid-
Autumn Festival. However, promoting these programs on social networking platforms has not
attracted the interaction of many tourists, especially young people.
Through interviews with visitors at the museum, we found that the main reason why promotion on
social networking platforms is not really effective is because the content posted on social networks
does not reach the trends of young people. The content is too academic and scholarly. It can be seen

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through the interaction rate on the official page of the Vietnam Museum of Ethnology: the average
number of reactions is only 60–250 compared to the total of 35,000 likes and 36,000 followers.

Source: Bảo tàng Dân tộc học Việt Nam - Vietnam Museum of Ethnology
[Link]
The Vietnam Museum of Ethnology is not only a scientific facility but also a cultural center,
preserving the long-standing cultural values of 54 ethnic groups along with cultural colors
throughout the country. This place has great cultural and historical significance, very suitable for
tourists who are passionate about learning and exploring Vietnam. Every year, the Museum often
organizes intangible cultural performances on occasions such as Mid-Autumn Festival, Lunar New
Year, and International Children's Day. These events attract a large number of tourists to visit and
experience. But most of the visitors are families, adults and children, lacking teenagers. Through
research and interviews with visitors, our project hopes to cooperate with the museum's
communications department to propose a new approach suitable for young people to promote on
social platforms through social media. through the upcoming "Mid-Autumn Festival 2023" event.
Mid-Autumn Festival is the day all family members will reunite and spend time together.
Celebrating the Mid-Autumn Festival at the Vietnam Museum of Ethnology, visitors will be
immersed in the traditional festival atmosphere with folk games combined with science to create an
interesting playground for visitors to explore useful information in the Museum's exhibition spaces.
This project aims to attract young people to visit and participate in Mid-Autumn Festival activities
at the museum as well as raise young people's awareness about preserving culture and heritage.
Thanks to that, the Vietnam Museum of Ethnology will attract a lot of attention on social networks
and increasingly become an attractive destination not only for foreign tourists but also for domestic
tourists, especially young people.

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III. A brief literature review relevant to the chosen topic.

In 2022, ICOM approved a proposal for a new museum definition: "A museum is a not-for-profit,
permanent institution in the service of society that researches, collects, conserves, interprets and
exhibits tangible and intangible heritage. Open to the public, accessible and inclusive, museums
foster diversity and sustainability. They operate and communicate ethically, professionally and with
the participation of communities, offering varied experiences for education, enjoyment, reflection
and knowledge sharing.” Museums offer great potential for teaching informal education, raising
public awareness of the importance of cultural heritage, traditions and history, as well as the
obligations of every individual in contributing to the preservation and transfer of that heritage,
influencing people's thinking and creativity. Museums also contribute to the development of the
economy, especially through the cultural and tourism sectors.

The Vietnam Museum of Ethnology, a part of the Vietnam national museum system, under the
Vietnam Academy of Social Sciences and undertakes different functions such as researching,
collecting, preserving, restoring and displaying artifacts and documents of ethnic groups; organizing
exhibitions, performances, educations and diverse interesting activities to present and educate the
cultures of ethnic groups in Vietnam and other countries. The museum has played a key role in
orienting museum development in all activities, from exhibitions, experiential education, organizing
programs and performance events to introduce intangible culture to investment in order to carry out
research projects on collecting and preserving objects as well as training and fostering staff in an
in-depth and professional manner. With continuous development and a massive strategic vision, the
Vietnam Museum of Ethnology pursues the goal of becoming a prestigious and reputable center for
training and practicing Anthropology - a Museum in Vietnam. The review focuses on some research
on the Vietnam Museum of Ethnology and analysis from experts on attracting tourists through social
media. This visitor-oriented approach helps the Museum expand its customer targets, turning the
Museum into a dynamic, suitable and accessible tourism product for everyone regardless of age, or
profession.

Social media is defined in Investopedia by Maya Dollarhide (2023): “Social media refers to a variety
of technologies that facilitate the sharing of ideas and information among their users.” According to
Data Reportal, in early 2023, among a total of 5.44 billion people using mobile phones, 4.76 billion
social media accounts have been created, equating to around 60 percent of the world’s total
population. Museums also have been keen on using these platforms because of their convenience
and practicalities, even smaller museums are attracting large audiences via social media. Rachel
Gonzalez (2017) emphasizes digital and social media marketing to increase public awareness and
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excitement. She finds that using social media platforms like Facebook, Twitter, Instagram, and
Tumblr as a vital method of communicating with current and future audiences helps people get
closer to the behind-the-scenes of the museum. They can share their unique products with people
around the world, and their departments which are often considered elusive can now be revealed,
allowing the museum to showcase its unique features and core values. According to Sree
Sreenivasan, the former chief digital officer of Metropolitan Museum of Art (New York) or the Met
(Giridiharadas, 2014), people tend to want to see something raw: “That’s what people want to see,
not just completely polished things,” “They want to get a sense of how things are made.”

Many museums are now also enthusiastically supporting the incorporation of more interactive
exhibitions using online applications, virtual reality, and social media exhibitions. In particular,
during the outbreak of the Covid-19 epidemic, these types of digital applications became more
widely used and became the most optimal solution at that time. A survey taken by NEMO - Network
of European Museum Organisations (2020) with responses of 961 museums from 46 different
countries (including 27 members of the EU State) indicates that nearly 70% of institutions crave to
expand their presence on digital platforms rather than offline activities due to social distancing
practices. It could be seen that the museums pay high attention to the application of digital initiatives
in online promotional activities. For example, new exhibition “Rembrandt and Amsterdam
portraiture, 1590-1670” which was presented in Museo Nacional Thyssen-Bornemisza (Spain) had
been replaced by a variety of formats in digital initiatives, including 360-degree photo exhibitions
that allow images to be scrolled at the viewer's whim, along with guided video tours by curators; all
can be accessed from the Thyssen-Bornemisza Museo Nacional website. Especially, at the Vietnam
Museum of Ethnology, in the complicated situation of the Covid-19 pandemic, the digital exhibition
"Italian Routes" took place from the end of July to the end of August 2021 to introduce the
outstanding works of photographer and environmentalist Fabiano Ventura, makes it possible for the
public to know the wonderful Italian traditions associated with mountaineering culture, the
understanding of mountain habitats, as well as the impact of climate change on ecosystems and
biodiversity. There were 4 online events with the topics: photography, mountain climbing, mountain
exploration and climate change being promoted on social networks to help viewers learn and exhibit
at home. These multi-sensory, technology-enhanced experiences spark excitement, tap into youth
trends and provide engaging tours. To sum up, the Vietnam Museum of Ethnology has done
exceptionally well with exhibitions, displays and developing activities to preserve Vietnamese and
world culture, however, these activities need support of social media to gain wider popularity.

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IV. Method of inquiry.

Because we respect the museum's internal information and also want to be more objective, we
proactively collected primary data from people from Hanoi to get a more specific picture of their
visiting preferences for museums in general, and the Vietnam Museum of Ethnology in particular.
We have used two methods of data collection, which are the quantitative method, and the qualitative
method respectively.

a. Quantitative method

We approach the quantitative method through actual observations from museums, interviews, and
surveys with people around Hanoi of all genders and ages. We went to the museum and observed
the actual number of tourists visiting it. We interviewed not only Vietnamese tourists but also
foreign tourists. We also track the number of individuals who like and interact with the website and
learn that, while a large number of people like the page, only a small number interact with the
postings. We intend to interview 30 to 50 museum visitors and invite 100 participants to complete
a survey with 20 multiple-choice questions. The quantitative approach section will include questions
regarding general information to explore participant characteristics such as age, gender,
employment, and museum preferences. The data was processed and presented as graphs (pie charts,
bar charts, etc.) so that variables could be studied and evaluated more easily.

b. Qualitative method

Our goal when using the qualitative method is to learn about the origin of the problem of why
interest in museums has not yet reached the general public and Gen Z in particular. We discovered
by monitoring the museum's fanpage that people don't pay much attention to the museum. When
there is a holiday outbreak, particularly the annual Mid-Autumn Festival, few people desire to visit
the museum and participate in the museum's Mid-Autumn Festival program. As a result, when the
Mid-Autumn Festival approached, we swiftly contacted the museum's management board and
discussed the difficulties they were facing. After understanding the problem, we decided to
interview students of Generation Z about why museums are not their favorite destination when they
have free time, especially during the holiday season. We also asked about the places young people
often go during holidays to better understand customer behavior. We also distributed the survey to
further expand the scope of the research because we hoped to have a more comprehensive view of
the research results. We also found that the main cause of the problem is that the museum's

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communication work is not effective, leading to many young people not knowing about the
museum's Mid-Autumn Festival activities.

These methods provide us with an objective understanding of why visitor contact with the museum
is restricted, why visitors are uninterested in customer activities, and why visitors do not plan to
visit the museum on special events or vacations. Understanding the difficulties raised above will
serve as the foundation for developing strategies to attract visitors to the museum.

V. Results of the projects.

1. Findings

1.1. Customers’ information

Figure 1: Respondents’ age

The first question is to get information about the age of more than 100 respondents who came to the
Vietnam Museum of Ethnology. Because the museum's visitors are very diverse with many different
ages, the survey was divided into 4 specific age groups: 16-18, 18-25, 25-35 and above 35. It can
be seen that the younger age groups (from 16 to 25) accounted for the largest percentage (~70%).
Followed by the age group from 25 to 35 with 17.6%. The age group over 35 made up the lowest
rate with 13.9%. Young people today are really interested in national cultural heritage.

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Figure 2: Respondents’ gender

As you can see from the graph, the proportion of Female visitors to the museum is the highest, twice
that of Male visitors (64.8% and 35.2%, respectively).

Figure 3: Respondents’ occupation

Looking thoroughly at the pie chart, Students made up the most with more than 50% of the total,
followed by office staff with 25%. Freelancers account for 16% and other groups accounted for
nearly 10% of the total.

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1.2. Customers’ behavior

Figure 4: Frequency of going to Vietnam Museum of Ethnology

The survey offers four levels of museum visits, including: Never, A few times, Sometimes and
Often. Looking at the data, it can be seen that more than 40% of visitors come A few times mainly,
followed by Sometimes with 35%. Surprisingly, nearly 20% of survey respondents said that they
regularly visit museums.

Figure 5: The area at the museum that visitors find most impressive
In the Vietnam Museum of Ethnology, there are 4 famous and tourist-attracting areas, namely:
Bronze Drum Building, Kite Building, Architectural Garden and Korean Room. In general, tourists'
impressions of these 4 areas are relatively similar, the percentage of tourists evaluating is almost the
same, Bronze Drum Building is slightly better with nearly 30%, mainly tourists are interested in
artifacts and languages of 54 Vietnamese ethnic groups. Kite Building is also impressed by visitors,
followed by the Korean Room, which is extremely popular with young people because of the
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extremely beautiful check-in area and taking photos with Hanbok (26% and 25%, respectively).
Finally, there is the Architecture garden with 20% of visitors interested in visiting many ancient
architecture bearing the breath of Vietnamese tradition.

1.3. Social network coverage of the Vietnam Museum of Ethnology

Figure 6: Source of information to identify the Museum

Regarding recognition of the museum through information channels, 74 among 108 respondents
claimed that they knew the Vietnam Museum of Ethnology through Social media, 54 people knew
through the Introduction of friends and relatives. However, 15% of survey respondents came to the
museum because of the Study program, 15% of people came to know it By chance, and the
remaining few were foreigners who went On tours or museums near their homes.

Figure 7: Customers' awareness of the museum's Communication channels

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Figure 8: Communication channels that visitors follow

Figures 7 and 8 show the number of museum visitors who follow the museum's information channels
and the type of channels they follow. It can be seen that 83 out of 108 survey respondents follow
the museum's social media, mainly Facebook, accounting for nearly 80% of the total. The others
know about some channels but do not follow it.

Figure 9: Evaluation of the activities of communication channels of the Vietnam Museum of

Ethnology

Figure 9 shows visitors' assessments of the activities of the museum's communication channels on
5 levels: Unknown, Unimpressed, Normal, Impressive and Attractive. The museum operates
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communication activities on 4 main channels: Website, Facebook, Instagram and Youtube.
However, it can be seen that Facebook is the most popular social network among other ones, with
47 respondents feeling impressed and 17 people are attractive. Other media do not seem to be
favored by many people, with the Museum's Website and IG having an Unknown and Unimpressed
rate of nearly half, a quarter of people who know about it but find it Normal. In particular, Youtube
is the most underrated channel, with more than 40% of people Not knowing about the channel, and
only more than 10% of people finding it quite Impressive. With the widest popularity of all the
museum's currently active media, that leads to the reason why we make a campaign guide in order
to promote communication about Contents and Images on this main platform (Facebook) to better
reach potential customers.

1.4. Museum's Mid-Autumn Festival event

Figure 10: Visitor who participated on Mid-Autumn of Vietnam Museum of Ethnology

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Figure 11: Number of times participating in the Mid-Autumn Festival event of the Vietnam
Museum of Ethnology

The 2 pie charts above show the percentage of visitors who had taken part in the museum's mid-
autumn event and the number of times they engaged. Survey results show that 74 out of 108
respondents have participated in the Mid-Autumn Festival event, of which 50% have participated
2-5 times, 36.5% have only participated once and the remaining participated 5 times or more.

Figure 12: Customer preference for Contents on the Museum's fanpage during the Mid-
Autumn Festival event
According to the chart, Two-thirds of survey respondents who follow the fanpage and have
participated in the museum's Mid-Autumn Festival event and have known the Content on the
Facebook Fanpage prefer the Content (36.5% and 32.4% for levels 4 and 5 respectively). Nearly a
quarter said the content genres were fairly average, and a small proportion found them unimpressive.

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Figure 13: Visitor’s reason for not participating in the event

Through the data in chart 10, we can see that nearly a third of the survey respondents have never
participated in the museum's mid-autumn event. Among them, the reason people did not participate
was that they did not know or knew but did not have time to participate, both accounting for 32.4%
of the total. Nearly 30% think that the museum's communication is not enough to attract visitors
and 8% do not like to participate. The remaining are foreign tourists who visit the museum for the
first time and have not had the opportunity to experience it.

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1.5. Customer’s recommendation about Museum

When questions were about suggestions for Content on the Museum's fanpage, everyone was very
enthusiastic about giving their opinions. However, most of it involves activities that are more
engaging, more fun, geared more toward youth, and marketing to make it more accessible to the
museum. The museum should also have useful and interesting bilingual content to reach both
domestic and foreign tourists.

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 2. The implementation process

2.1. Customer profile

Customer profiles are essential for us to understand our target customers, deliver personalized
experiences, and make informed decisions that drive customer satisfaction, loyalty, and business
growth. museum. Based on the data we collected from the official fanpage, from museum staff, and
from the survey we distributed, we have obtained specific customer data and information:

Demographics Geographics
● Gender: mainly female ● Mainly from Cau Giay, Thanh Xuan, ,
● Age: from 18 to 25 years old Nam Tu Liem and Dong Da Districts
● Occupation: focus on pupils and
students

Psychographics Behaviors
● Frequency of going to Vietnam ● Participate in Mid-Autumn events at the
Museum of Ethnology: “ a few times” museum about 2-5 times
● Look for “Vietnam Museum of ● Go visit the museum with friends and
Ethnology” information via “Facebook” relatives
platform ● Go on holidays and weekends
● Impressed and liked the "Toa Trong
Dong " at the Museum
● Most have participated in Mid-Autumn
events at the museum Interested in “
Lam Banh Trung Thu”

2.2. Marketing Plan

a. Method and process

- The main platform
Although there are many platforms and methods of promoting the Vietnam Museum of Ethnology
in general and the Mid-Autumn Festival event at the museum in particular, Facebook is still the
main and most interesting and focused platform of the media team. museum. The Facebook channel
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was established on May 26, 2012 and is considered the face of the museum with carefully prepared
posts. The museum's Facebook channel has 35 thousand likes and 37 thousand followers, surpassing
other museums in the same Hanoi area such as the Vietnamese Women's museum with 12 thousand
followers or the Museum's 7 thousand followers. Vietnamese Literature Museum. Although there
are many followers, each museum post is not really attractive and only receives a few dozen
reactions.
- The promotion campaign
+ The promotion content
The time for the Mid-Autumn Festival event is September 23 and 24, 2023. We continue to choose
to communicate about the event on the Facebook platform because this platform already has many
followers and likes. The reason why the Mid-Autumn Festival program has not attracted many Gen
Z visitors in recent years is because the posts are not suitable for youth trends and do not have trendy
content that is popular with young people's tastes. Understanding this, when joining the media team
and with the advantage of being Gen Z, we produced content with popular elements, following
younger trends.
Specifically, we created content around the theme of Mid-Autumn Festival and the Vietnam
Museum of Ethnology. Our content is divided into two main categories: educational content and
promotional content. Educational content will impart knowledge to visitors, adding value to the
audience, and encouraging interaction with the museum through sharing and giving them a basic
understanding of the institution. Beside, promotional content will assist in increasing awareness,
motivating, and inspiring more visitors to experience Vietnamese history and culture in addition to
the interactive exhibitions.
With these two types of content, we have created posts of 3 types: Event posts, updated posts,
information posts. With information posts, we post articles providing information related to the Mid-
Autumn Festival such as learning English about the Mid-Autumn Festival topic, the origin of the
Mid-Autumn Festival and so on. With updated posts, we record small events that happened that day
like posts: "trip to the moon" or "a TV day at the museum". With event posts, we post almost every
day to update the event situation and divide it into three stages: before the event, during the event
and after the event. For example, before the event, we created posts about the volunteers'
preparations before the Mid-Autumn Festival event, countdown. During the event, we posted
pictures in corners of the event such as the cake making corner, the traditional toy making corner,
the stage and so on. After the event, we post about the recap and the date of awarding volunteer
certificates.

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 + Design posts images
While Facebook is still the platform we choose to promote and post, we know that we need to be
more thoughtful and creative so that our posts not only attract more viewers, but also reach young
people. Therefore, in each post, we not only need to be more careful in terms of content and images,
but the caption and description of the post must also have a catchy element and follow the latest
trends of young people.
This year's Mid-Autumn Festival, the Museum's main color is yellow to represent the color of the
moon and green to represent green rice leaves. With the theme "I love Mid-Autumn Festival, I love
science", this year's Mid-Autumn Festival logo has both images related to digital science and
traditional materials.

Museum’s Mid Autumn Event Logo

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 Several posting sample for Mid Autumn Event promotion campaign

+ Design a timeline and standard content for Facebook posts

Besides providing appealing images that help attract more customers, our team members were also
in charge of planning an appropriate timeline, writing contents and taking video and pictures for
Facebook posts. Although the event only takes place on September 23 and 24, we have to prepare a
plan several months in advance, and also have to create a timeline before, during and after the event.
However, we are not official museum volunteers as the Capstone project was launched after the
Museum recruited volunteers, we were added to the Communications Team later; therefore, the
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amount of work and Contents that we had to create is not as much as other Departments.
Nevertherless, we need to clarify the most vital Content to help attract the highest number of online
interactions.
Before planning a specific itinerary, we went to the Museum to meet with the manager as well as
the person in charge of the Museum's Communications Department to have a short exchange and
media content during the Mid-Autumn Festival event. After discussing and exchanging as well as
making requests that both sides need to achieve, we continue to have a closed meeting among group
members to raise issues about the content of the Mid-Autumn Festival event which was uploaded
on the Museum's Facebook in previous years. Most opinions say that the content is not interesting
enough, the images are not eye-catching and normal, and then learn lessons from that. The following
is our detailed timeline of the Museum's 2023 Mid-Autumn Festival event.

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Regarding standard content when posted on Facebook, the title must first be written in capital letters,
placed in square brackets and as brief as possible but still must contain the meaning of the entire
post. Emojis can be used to make the article more lively, not too stiff and stereotyped. Footprint for
each post includes museum hashtags, mid-autumn festival hashtags, volunteer hashtags and
hashtags related to the content intended to be posted.

The posting title and footprint requirements

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 The standard posts on the Facebook page

b. Result of the project

After the event "I love Mid-Autumn Festival, I love Science" held at the Vietnam Museum of
Ethnology with the contributions of a team of young volunteers from all over Hanoi and our media
team, The museum's recognition is spreading. Before the event, the museum had 34,617 page likes,
after the event, that number increased to 35,704. The number of followers also increased from 36
thousand to 37 thousand, an increase of nearly 6 percent compared to before the Mid-Autumn
Festival event. Before the event, a museum's Facebook post only received a few dozen reactions
and a few comments, then during the event, on average, there were 150-250 reactions and about 20-
200 dozen comments. Although these numbers are still limited compared to likes and followers on
Facebook, there has been a clear change compared to before the event. After the Mid-Autumn
Festival, posts on Facebook became less frequent. The number of likes and comments is also less
but still fluctuates around 80-130 likes, this is still a difference compared to before the event.

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Number of likes and followers before and after the Museum's 2023 Mid-Autumn Festival event

The follower growth per day

The article with the most and the least number of reactions
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VI. Conclusion and action plan.

1. Conclusion

The project highlights the strong appeal of the Vietnam Museum of Ethnology among the target
segment of young adults, specifically students, and offers valuable insights into their preferred
visitation frequency and their interests. These findings provide valuable guidance for future
marketing and communication strategies to attract more visitors and enhance the museum's
reputation and The Mid-Autumn Festival. The museum has successfully captured the attention of
this target demographic, indicating the potential to further engage and educate young visitors about
the history, cultures, customs and traditions of ethnic groups and countries. Word-of-mouth and
social media are crucial sources of information, necessitating a stronger online presence and active
engagement on social platforms, Facebook especially.
The launched online marketing project for the Vietnam Museum of Ethnology has yielded positive
outcomes within its two-month duration. The project has successfully increased interaction on the
museum's Facebook page, evidenced by higher engagement through positive feedback and
comments from the audience. This increased online engagement has translated into a growing
interest in visiting the museum and attending its events, ultimately leading to an increase in revenue.
Additionally, the project has successfully enhanced awareness of the museum, reaching a wider
audience and fostering a stronger connection between the museum and the public, including foreign
guests.
However, there were also some drawbacks encountered during the project. In particular, limited use
of social media. The museum's utilization of social media platforms is minimal and fails to leverage
its full capabilities for engaging with audiences and promoting events related to the Mid Autumn
Festival Tradition. This hinders its ability to effectively reach and engage with its target audience.
Throughout the implementation process, the project faced various challenges. Decision-makers
hesitated to implement different approaches, causing disruptions in the workflow. The work process
was also interrupted due to the centralized nature of content approval. After the content creators
submitted their work to the supervisors, it was then passed on to the marketing manager, who
provided feedback to the supervisor before reaching back to the content creators. This process
consumed a significant amount of time, leading to potential delays in meeting deadlines and missing
content opportunities. In particular, the generational thinking gap can lead to disagreement between
the plan and content creators and the person who has the authority to decide whether to implement
the plan or not.

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 2. Action plan

To further enhance its marketing efforts, the Vietnam Museum of Ethnology could consider
focusing on a wider range of social media platforms.
First, define marketing objectives suitable for each stage and each event. These could include
increasing museum awareness, generating leads, and boosting engagement with your audience on
social media.
Next, Understand Target Audience based on demographics, interests, online behavior, and pain
points. Conduct a Digital Marketing Audit, evaluate museum's current digital presence, including
your website, social media accounts, and any existing online advertising.
Furthermore, continue to grow your media on another social media platform like TikTok based on
the digital marketing guide in our deliverable, and implement tracking tools (Google Analytics) to
monitor media performance.
Equally important is Content creation and distribution. Develop a content strategy that includes blog
posts, articles, videos, and infographics highlighting the significance of the Mid Autumn Festival
Tradition. Encourage and monitor customer reviews on platforms like Google Forms or fill out the
survey.
However, it is essential not to neglect offline strategies. The museum should invest in upgrading its
physical facilities to ensure they meet visitor expectations. Additionally, the organization and
management of large-scale events should be thorough to provide a seamless and enjoyable
experience for visitors. By focusing on both online and offline facets, the museum can produce a
comprehensive and well-rounded visitor experience.
Finally, in an increasingly digital world, creating a virtual tour of the museum can attract interest
from international audiences. By allowing individuals to experience the museum from anywhere in
the world, this approach not only increases global visibility but also cultivates an interest in stories
and unique cultural features of the Vietnamese ethnic group that may encourage in-person visits
when travel becomes possible.

VII. Deliverables as an appendix.

1. Deliverables

In order to support communication issues at the next Mid-Autumn Festival event, and help the
Communications department staff to have the right direction for the event, the deliverable on the
Mid-Autumn Festival event communication plan has been proposed. This is completely based on
practical experience and knowledge that our group has gathered after being members of the
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Communications Department of the Vietnam Museum of Ethnology during the 2023 Mid-Autumn
Festival - I love Mid Autumn, I love Science, although there are many shortcomings, but hopefully
this deliverable can help the Museum partly in directing staff or volunteers in the process of running
communications and creating event content.
The completed deliverable will be attached to the Capstone report and submitted at the same time
on November 24, 2023. A hard copy will be delivered to the Museum in the form of a handbook for
training of Communications staff in the next Mid-Autumn Festival events.

2. Others communication materials

[Link]
[Link]
[Link]

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3. Company’s Evaluation

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