KEY MESSAGES

Obj: Increase downloads and transactions on Carousell

Key Message (Carousell) Selling an item is as easy as taking a picture. Buying
is as simple as chatting.
Key Message 1:
Our campaign is to inform Taylors students that Carousell is a community
marketplace that let them buy and sell everything. With the development of the
Internet, college students have become a consumer section that has active and
heavy Internet users compared with other parts of the population (Delafrooz,
Paim and Khatibi, 2010). According to Cassis (2007) at The Daily Free Press,
college students spend hours surfing the Internet each day, and are among the
most eager consumers to make online purchases. Since Carousell is well
established, through well planned PR campaign Taylors students will be able to
recognize and associate Carousell to a secure marketplace platform. This goes in
hand with Carousells key message which is to educate and let Taylors Students
experience the easy-to-use interphase to indicate buying and selling transaction
can be easily done through Carousell.

Obj: Increase listings in Carousell

Key Message (Carousell) Whether it is clothes, electronics, playstations,
watches or furniture, you can snap, list and sell everything on Carousell.
Declutter your home and make some money today!
Key Message 2:
If students are going to be motivated to buy and sell through Carousell, having
an accessible social media platform to get information from such as TAYLOR'S
second hand goods and accommodation will remind them that they have an
option to buy and sell through Carousell. For Carousell to keep up on the social
media front would label it as trendy and fun in a young persons mind as well as
encourage Taylors students to do listing in Carousell. It is also a great
community involvement within a more specific public such as Taylors University
students. Social media provides a vast network of people who are interested in
similar values and interests. It keeps people connected for years, even over long
distances. This is a significant advantage for both Taylors students and Carousell
looking for networking potential in the buying selling community. As the saying
goes, one mans trash is another mans treasure, the key point to highlight is
letting Taylors students know that they can generate income from things that
they do not think is possible to make money.
Key Message 3:
For the campaign to make an impression on the students, close interactions are
required with them. We can send the message directly to the students through a
two-way communication. With the DIY workshop, we can create a memory for
them to remember whereby they can experience a hands-on activity by DIY-ing
their clothes, shoes, accessories or anything that can be resell and
communicating with them at the same time on how they can make money out of
something that they do not use or need any more by simply just snapping a
picture of their item and listing it on Carousell.

STAKEHOLDERS
Primary stakeholders:
i. Taylors Students Craft a campaign that suit students of age 18 25
to take part in the campaign. Nevertheless, take into consideration of
the campaign dates to ensure it doesnt intersect with mid-term
examination dates for higher engagement and participation in the
campaign proposed.
ii. Taylors Staffs and Management Seek approval from from Taylors
University management to carry out the campaign. If the event
involves PA system, it should be under controllable volume as to avoid
unnecessary discomfort at workplace for the staffs; be it for the
lecturers or the management.
iii. Carousell help Carousell to reach their objectives (KPIs) through the
campaign within the allocated budget besides ensuring possible
partnership with the sponsors.
Secondary stakeholders:
Sponsorships (Pestle Mortar, Juicee, mBL) - the potential exposure to their target
markets (Taylors Students) to be gained and the relative strengths and
weaknesses of forming a partnership with Carousell. Sponsors are to decisions
about whether to sponsor the event or not, and if so to put a value on the event
as a form of promotion.

REFERENCES
Cassis, C. (2007). College students help fuel ever-growing Internet sales. [online]
The Daily Free Press. Available at: http://dailyfreepress.com/2007/01/22/college-
students-help-fuel-ever-growing-internet-sales/ [Accessed 12 Apr. 2017].
Delafrooz, N., Paim, L., & Khatibi, A. (2010). Students Online Shopping Behavior:
An Empirical Study. Journal of American Science, 6(1).