About Song Hong SCR
Song Hong SCR is a unit providing Nenkin Service – Tax Refund & Visa for workers and employees in Japan. Song Hong SCR operates with the mission of accompanying and protecting the rights of Vietnamese people returning to the country. Nenkin service at Song Hong SCR is very clear, transparent, fast with “ONE PRICE” cost, fixed, no additional fees.
Background
In the first 5 months of 2023, there were more than 59,600 workers working abroad, and the Japanese market alone accounted for more than 28,500 people. Therefore, the demand for services such as learning Japanese, consulting on choosing a job, making visa applications, renting houses, making Nenkin, Tax refunds, etc. is always increasing, requiring service businesses to exploit and provide solutions to workers immediately, meeting the wishes of workers.
There are many large units in the market providing Nenkin Getting services, so the level of competition between brands is very high. Because they have not focused on building a brand foundation, the unit still has difficulty in affirming its Position and expanding its reach to target customers.
Song Hong SCR has chosen SEFA Media as a partner to cooperate in the Brand Building Strategy project to change and regenerate the Brand Identity for the only ONE PRICE Nenkin unit in Vietnam.
Objective
Strategic Objectives
– Change the Brand Identity to be fresh, modern and suitable for the new positioning
– Increase customer interest and attraction online, increase customer conversion rate
– Develop Inbound Marketing channel to find customers
– Expand diverse product and service groups for 2024
Strategy
Brand Awareness – Identify and build a new Positioning for the brand
SEFA Media conducts a Brand Audit to assess the current status of the brand.
+ Song Hong SCR’s Identity is not yet complete and consistent, the brand image is still weak and has not been promoted.
+ The prisms through the Content Strategy mainly through Online channels such as Website, Facebook have not shown the desired positioning. The unit is not practical enough, not prestigious enough to attract and retain customers interested in using the service.
=> Although not a new brand, Song Hong SCR has not yet made a deep impression on this Niche market.
From there, SEFA Media builds a Brand Awareness strategy to create a standard Positioning for the client’s brand.
+ Establish Brand Attributes and redesign the Brand Identity
+ Refresh the brand image based on Brand Positioning
+ Apply to communications and the Own Media system. Continuously deploy Banding activities to increase trust factor
+ SEFA Media chooses a new and consistent brand style across all customer touch points.
Product Strategy
High market competition volume: Song Hong SCR is positioning itself as a service provider for Nenkin – the brand’s main niche market. Direct competition will be very difficult for a unit that has not built a good brand like Song Hong.
=> SEFA Media plans a Product Line Expansion Strategy, reaching out to other needs of potential customers.
The new product portfolio is still guaranteed to be suitable for the existing target audience of the business, so it does not take time to research again.
Create a systematic process for building and launching new services: Cross-cooperation with Partners; Approach to participate in consulting and multi-form promotion with funnel services.
Brand Communication
SEFA Media proposes to organize more branding activities to diversify and upgrade the brand from Offline Identity to Online system.
– Offline Identity System: Increase and optimize brand touch points with unions in Hanoi and Ho Chi Minh City. Real-life communication, connect directly with customers to increase brand reputation and awareness.
– Online System: Audit the entire Online Identity System, redesign a new, optimal user experience. Build a Brand Communication Plan focusing on staff, people, and customers to build strong reputation and increase the number of customers for the unit.
Deployment
Research and identify product and service strengths
– Price: Pioneering Nenkin 1-price service strategy, listed price, clear and transparent, fixed, no additional fees, customers can be completely assured. This is also the difference (USP) of the service when there is no unit on the market that provides a price strategy like this.
– Product: Focus on one main service to ensure the expertise and quality that customers receive.
– People: A team of enthusiastic consultants and support specialists, ensuring a good experience for customers.
Branding orientation
Building the Song Hong SCR brand image as an expert in the field of Tax Refund – Nenkin, conveying messages to customers in a professional and complete manner to provide information and communicate with customers.
The shared content ensures neatness, modern design images, true to the new positioning, expressing the spirit of the brand. At the same time, it also builds a cohesive image through the lens of customers, promotes interaction with customers and connects with the community of expatriates working and living in Japan.
Activation
Digital Marketing
To optimize brand touch points, for the Online system, SEFA Media has conducted a brand audit of the content that the brand has previously posted to evaluate and build a new, more modern content direction for the brand, in line with its positioning.
– Managing the Online Website and Facebook channel system
+ Brand positioning and image are not yet stable => SEFA Media proposes to develop a strong Inbound Marketing channel system, combining multi-platform communication. Strengthening connection activities with customers, through the form of Livestream, answering questions.
+ Social channel: Increase content lines about the team of people who create the brand: Song Hong team is a team of professional, dedicated, enthusiastic and devoted consultants and orientators with customers.
+ Website channel: SEFA Media restructures the entire Website to optimize the display according to Brand Positioning standards and enhance customer experience.
+ Create attractive and engaging Promotion programs.
=> SEFA Media builds and covers content on communication channels and Own media systems synchronized with the new Identity, diversifying brand lenses, conveying the innovative spirit of Song Hong SCR to target customers.
– Short videos on Facebook and Tiktok platforms
+ Create content in video format to create impressions and enhance interaction between brands and customers
+ Share videos on multiple platforms to expand the brand’s vision and reach new audiences, creating brand awareness.
Campaign Results
– More than 1,500,000+ reach on Online Media;
– More than 90,000 interactions on Social Networking platforms;
– Number of followers on fanpage increased by 36% after the campaign;
– New User Conversion Rate increased by 4% compared to the average of the same period last year.
