Figure 2.12: Summer English activities
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Example Illustrating a Summary of an English Text
To make the summer of the children more meaningful, AMES Hue English Center has cooperated with the Central Committee of the Ho Chi Minh Communist Youth Union to organize the program "Summer English Activities". The program is organized with the purpose of creating an environment for learning and practicing English for children in Hue city during the summer vacation.
Awarding scholarships to university students
AMES English Hue also participated in the New Student Festival of the University of Foreign Languages and Hue University of Economics, Hue University of Medicine and Pharmacy and awarded scholarships to new students, as a gift to welcome the new school year and also a commitment to accompany students on the path of learning, conquering their dreams and ambitions.
Media identity
AMES English Center focuses on developing a brand identity system including logo, slogan, signboard, uniform, media publications, website and display items at the Center. All of them use blue and red as the main colors to create unity and the public can easily recognize the AMES brand.
2.2.3.5. Interactive Marketing
a, Website
Figure 2.13: AMES website
The website is considered the face of the business, containing full information about the products and services that the company provides. Customers can look up information and place orders as well as receive advice from staff through the website. The website also contains information about the company such as address, contact information, history of establishment and development, awards and certificates that the company has achieved. A website designed with beautiful, eye-catching images and attractive content will make viewers impressed and have a sense of sympathy for the business. Through the website, customers can somewhat evaluate the quality of that unit or organization and can even influence the customer's purchasing decision process.
Currently, the official website of AMES English Center is AMES.edu.vn. This is the main website used by all AMES English Centers nationwide, so advertising activities on this website will be carried out by the Marketing Department of 22 branches. The cost of this activity will be divided equally among the branches.
The website contains a hotline and an email address for customers to contact. In addition, in the bottom right corner there is an online chat box to promptly answer questions and resolve customer concerns. If customers are busy, they can click on the “Register Now” button and leave their name, phone number and email to receive free consultation.
The website has a fairly fast loading speed, taking 1-3 seconds to switch to another page when clicking on items on the website. The content on the website is concise, easy to understand, and full of necessary information for visitors. The font is simple, clear, and the font size is easy to read. The content is in many different forms such as text, images, videos, and banners, creating excitement for viewers. The images on the website are clear, high quality, and consistent with the content conveyed, the videos load quickly, and viewers do not have to wait.
The main color of the website is blue, which is also the main color in the company's brand identity system. Other colors on the page are harmoniously combined, ensuring contrast.
b, Display advertising
AMES Hue English Center has been using the form of display advertising via Facebook social network (Facebook Ads), targeting customers based on interests, demographics, behaviors, etc. according to the identified target market. This is considered an effective advertising method because it can define the target audience to be displayed.
Facebook is the unrivaled champion in Vietnam with 65 million users in 2019. While teenagers in Western countries are gradually abandoning Facebook, Vietnamese youth are still loyal to this social network. More than 80% of Facebook users access their accounts at least once a day. Therefore, Facebook is the ideal place to invest in advertising. No matter what your product or service is, your customers are likely to be Facebook users.
Facebook display advertising also has the advantage of being low cost and flexible because advertising costs are only calculated in proportion to the views and interactions of Facebook users. Instead of spending a large budget to appear on television,
images in a few short seconds, with Facebook only need to spend a few million per month
is to be able to reach potential customers on Facebook.
c, Email
AMES uses email to send emails to potential customers. Potential customers' emails can be collected through Toeic, Ielts mock exams or a list of people who interact with posts on the fanpage, access the Center's website, obtained through the use of data filtering software. In addition, email is also a means for the Center to contact current customers when there is a notice of school closure or important events of the Center. To avoid sending emails to customers being reported as spam, AMES uses the Mautic tool, which helps send unlimited emails in a day and create more professional Marketing emails. The AMES system owner is the one who creates the source code and manages Mautic himself.
Mautic has outstanding functions such as collecting data information, tracking customer journeys, automatically grouping data with the same insight to customize content for each customer group. In addition, Mautic with the feature of calculating scores for each customer can identify potential customers that should be nurtured and can become customers of the company.
With these outstanding features, Mautic helps businesses ensure that there is no loss or loss of information, save information such as email, phone number and interaction history of potential customers, know which customers have received which email, read which email, which customers have visited which website on the company's website. Allows filtering of many customer information about demographics, profiles depending on the purpose, determining the "maturity" of potential customers to identify truly promising customers.
d, Mobile Marketing
Figure 2.14: My AMES application
One of the outstanding features of AMES compared to other English centers in Thua Thien Hue province is the application of technology in learning with the My AMES app, which helps students to study and do homework at home or anywhere. Just by installing the My AMES app on their smartphone, students can practice English anytime, anywhere, explore the library with an English-Vietnamese dictionary to easily look up words, along with a library of books, English audio and interesting games. In particular, the newsletter feature of the My AMES app helps students quickly update learning information, including learning reports, opening schedules, absences, class changes, presentation videos and feedback on training quality.
In addition, SMS messages on the phone also support customer care used when customers call the company's support center and if the company cannot resolve the issue immediately, it will send a notification SMS to the customer later.
2.2.3.6. Word of mouth marketing
Online Community
Figure 2.15: Group “Learn English with AMES Hue”
AMES builds an English learning community through the group Learn English with AMES Hue with more than 3,000 members. This is a place to share English learning experiences, for those who love learning English, have the need to communicate, make friends to study and practice English skills. Every day, AMES teachers post useful knowledge and English lessons to the group. Members can study and support each other. Group members can post questions and concerns they have related to English, everyone will discuss and help you find the most suitable answer. Through this group, the Center can spread information about products effectively and quickly.
In addition, AMES Hue also has a group called AMES Hue - Learning English with your children. The members of the group are mainly parents. The group was established with the purpose of sharing with parents methods, experiences and materials for teaching children to learn English effectively. Parents can also update and follow their children's activities at the Center through this group. This is also an intermediary channel for the Center to introduce preferential programs or new courses at the Center to parents.
Social network
Figure 2.16: Fanpage of AMES Hue English Center
Facebook is the largest social networking platform today with 2.45 billion monthly users (according to Facebook, 2019). This is also the number 1 priority land for many advertising and communication businesses to target users when there are currently more than 80 million businesses operating on this platform.
At AMES, Facebook is not only a channel to find new customers but also an important communication channel between the Center and customers, parents and students to inform about new courses, school holidays as well as programs and competitions at the Center.
The official fanpage of AMES English Center Hue branch is AMES English (Hue, Thua Thien Hue - Hue), up to now, the fanpage has
28,051 likes, 28,394 followers (as of January 2, 2021) and rated 4.8/5 based on 35 people's opinions. The center regularly updates outstanding activities and events as well as information about courses, students or
Promotions through fanpage posts.
AMES Hue has a personal Facebook account called “AMES Hue English”. In addition to posting articles about the Center’s activities and programs, this account’s main function is to support interactions on the Center’s fanpage by liking and sharing articles on the fanpage.
2.2.3.7. Consulting activities
Figure 2.17: Consulting department of AMES English Center
AMES English Center with a strong team of consultants (AO) is always enthusiastic to advise and answer information related to English courses and the Center's convenient services for customers at the consulting counter combined with answering via fanpage, phone, from there, introducing courses and arranging suitable schedules for students. The AO department is also directly responsible for assigned sales, exploiting and caring for new customers and maintaining and developing the old customer team.
The consultants will also coordinate with the Marketing department to carry out PR programs, events, market research and analysis as assigned to establish potential customer data. In addition, the consulting department also performs other administrative tasks of the Consulting Department. The consultants will be the department that plays an important role in developing the customer network by calling potential customers directly based on the Center's available data.