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23-08-2010
Mfone Serenade ClubStrategy & Communications
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Outline
What is Mfone Serenade Club?
Who are Mfone Serenade Club members?
Objectives
Mechanics
Club benefits
Communications & PR Plan
Execution timeline
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Mfone Serenade Club is the ultimate venue for social
networking among the upper social class in Cambodia,
where members are bounded with the privileges they enjoy
and the premium status they share.
What is Mfone Serenade Club?
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Members of Mfone Serenade Club are Oknhas, excellencies,successful businessmen, executives and aspired individualswho wish to have a public recognition of their premiumstatus and identity.
Their work greatly relies on networking and they haveconstantly seeking out a venue where a close cycle ofnetworks are ready to be tapped and shared.
This group of people are big spenders in term oftelecommunications and entertainments, for both work andpersonal lifestyles.
Who are Serenade Club members?
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To make Serenade Club the dreamed network cycle that
satisfies the needs of club members by providing benefits
To create a strong bonding among club members and Mfone
as well as the brands in partnership in the long term, making
them the royal consumers to the brands.
Objectives
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Eligible members should:
Holding Mfone Serenade family product including
Mekong SIM and new premium SIM in the future
Credit usage above $50 per month
Mechanics
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Members of the club enjoy a wide range of benefits:
Privileges in accessing to high-end products & services in
Cambodia
Privileges in accessing to high-end Products & services in
Thailand
Serenade Club and International Serenade Club in
Thailand and the possible business opportunities that
follow
Enjoy the premium status of being a club member
outside the network
Club Benefits
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Synergy of Exclusivities
Transportation: Airlines
Accommodations hotels and resorts Dinning & Drinking- Restaurants, bars, cafe
Health & beauty: Fitness center, Spa, Salon
Entertainments: Nightclubs, Golf course
Shopping Clothing, shoes, accessories, supermarkets
Privileges
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Members is entitled and Thai Airways lounge
for free at Phnom Penh and Suvanabhumi, Bangkok airport by just
showing their Serenade card (or present the phone). They will enjoy
coffee, snacks and a recreation at the lounge at their convenience.
Airline Privilege
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Members enjoy bonus services either: Free spa,
massage or Manicure & pedicure services attheir own choice. *
* Mechanics to be finalized.
Accommodation
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Hotels in P.P &
Intercontinental
Raffles Hotel Le
Royal
NagaWorld
Sokha
Accommodation
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Heritage Suites Hotel SR
Accommodation
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Hotel De La Paix SR
Accommodation
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Raffles Grand Hotel SR
Accommodation
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Amansara Hotel SR
Accommodation
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Members will be getting special privileges at partnered
restaurants & bars, caf & clubs:
- They will enjoy one free cocktail/ wine/ beer/ dessert attheir own choice after the meal. *
- They will get exclusive reservations and will be invited for
special events at partnered clubs *
Dinning & Drinking
* Mechanics to be finalized.
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Topaz
Malis
Kobe
Chow
FCC
Fresco*
Etc.
* List to be finalized
Dinning & Drinking
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For spa loving members, based on the frequency of visits,
they will enjoy free spa products or special treatment
coupons for next visit. *
Members who frequent fitness center will get free Yoga &
fitness lessons at appointed outlets. *
Health & Beauty
* Mechanics to be finalized.
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Amara Spa (PP)
Health & Beauty
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Bodia Spa (PP & SR)
Health & Beauty
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Spa & Fitness Centers at Amansara hotel SR
Health & Beauty
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Spa at Le Residence Hotel SR
Health & Beauty
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Fitness centers at:
Intercontinental Hotel
The place
Health & Beauty
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Members enjoyspecial Golf
Course fees. *
*Mechanics to befinalize.
Grand Phnom
Penh
(PP)
Entertainments
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Angkor Palace Resort (SR)
Entertainments
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Members who shop above 10$ will be given a 10% of the spent amountas phone credits top up directly into their Mfone Serenade Mekong SIM.
Lucky existing members without Mekong SIM who collect points above
25 points according to Lucky membership system can redeem Mekong
SIM card for free. They can enjoy above benefits after becoming Mfoneusers.
Shopping at Lucky Supermarket
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Members will be informed and invited to special eventsin town such as:
Fashion shows
Wine tasting at Red Apron
Art exhibitions at FCC
Social Events
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Each partnered business will enjoy premium status incomparison to the peer businesses. The existing premiumbrand image will be built up and enhanced by being part ofthe club network.
Members of ISCT will be drawn to access the partneredservices in Cambodia, resulting in business and reputationgrowth.
Extensive PR and communications will help build thepartnered brands, together with the club.
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Communications & PR
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A card will be designed, produced and distributed to all eligible members.
The card is the ultimate status symbol of the members and serves as
their identity while access to the services listed above.
Serenade membership Card
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A well-designed Serenade
counter tentcard will be
presented in each
partnership outlets.
Serenade Counter
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A serenade ambassador will be nominated from the club
members. He/She will be representing Serenade club in all
public communications and leading the club activities and
events.
Serenade ambassador will be a figure well-recognized and
looked up to by peers alike.
Serenade Ambassador(s)
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Special interviews with Serenade ambassadors with top business
newspapers & magazines before the launch will generate a scoop about
the club that will certainly create anticipations and talks among the high-
end communities.
Magazine Scoop
h
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A launch event will be organized to announce the formality
of the club with the attendance of Mfone, partner brands,
potential club members such as senior government officials,
business executives, the existing members from Mfone
premium users club and selected members invited from
International Serenade Club in Thailand.
Launch Event
PR
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all press people from major newspapers magazines, radio and TVstations will be invited to join the launch event. Short press conferencewill be held.
PR write-up detailing the information on the club will be released inmajor publications to create buzz and excitement around town.
PR
I i i i
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Regular club parties will be organized to provide a platformfor gathering among members of the club to socialize andupdate.
Beside in-club gathering, club members will be informed andinvited to all kind of premium events and shows.
guarantee positive words-of-mouth communications withinthe upper class society in the country.
Interactive communications
E i Ti li
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Task Timeline
Serenade Card design ?
Counter tentcard design ?Talks with partnered
businesses
?
PR arrangements ?
Launch ?
Execution Timeline
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Thank You
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