I) Building project foundation:

[TCA survey photo at funds]

The first stage in the project completion process begins with Research .

We spent many days meeting directly with QTDND to understand the current situation and problems the funds are facing.

In which, 3 discoveries stand out :

• Most of QTDND's long-term customers are relatively old (>40 years old)

• The promotional methods that QTDND is using: loudspeakers, local seminars or word-of-mouth are not effective in reaching young customers - a very potential customer group of QTDND.

• Young customers (if any) often only come to QTDND when they need loan services without knowing about other financial services of QTDND.

The shortage of young customers is largely due to the above-mentioned inappropriate promotional activities .

Young people find it difficult to grasp the outstanding advantages of QTDND such as extremely fast and streamlined working process as well as closeness and friendliness.

After collecting valuable information, STEP expects us to provide comprehensive and accurate perspectives. Thereby, we will build the most specific and optimal solution system.

I Approach the problem from a strategic perspective:

Through many discussions, TCA and STEP agreed that the strategy to improve communication capacity will closely follow 3 goals .

(1) Maintain the position and enhance the credibility of the QTDND

(2) Effectively take care of current customer groups and encourage them to participate in QTDND activities

(3) Attract and expand new customer base to ensure long-term development for QTDND.

Based on the data collected in the previous stage, we proposed a Strategic Approach that includes 3 tasks :

I. Objects and communication models: [H3]

[photo of merchants and farmers as in storyboard]

Accordingly, the target group that the strategy aims to maximize the influence of QTDND is young people between the ages of 25 and 40 , with the goal of women making up the majority .

→ This is the target audience that fully meets the important requirements of the project.

Focusing on this group of people can help promote entrepreneurial spirit, encouraging young people to do business to serve themselves as well as the community.

Additionally, during our survey, we found that the majority of people responsible for financial matters were men – as men are typically the heads of households.

The upcoming strategy will aim to persuade husbands to share more financial decisions with their wives and children , especially when the role of women in decisions such as saving and long-term accumulation is very important.

Based on the above insights, TCA has proposed a 3-step communication model.

In order to create momentum to help target customers quickly move to the “Action” stage, a project task that needs to be addressed first is to help them realize the importance of understanding financial issues in general .

But how to convey this dry financial knowledge to rural people who have little access to it?