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Mfone  Serenade  Club

Strategy  &  Communications

23-08-2010
Outline

ͻ What  is  Mfone Serenade  Club?


ͻ Who  are  Mfone Serenade  Club  members?
ͻ Objectives
ͻ Mechanics
ͻ Club  benefits  
ͻ WĂƌƚŶĞƌƐ͛ďĞŶĞĨŝƚƐ
ͻ Communications  &  PR  Plan
ͻ Execution  timeline
What  is  Mfone  Serenade  Club?

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.  
Who  are  Serenade  Club  members?

ͻ Members  of  Mfone  Serenade  Club  are  Oknhas,  excellencies,  


successful  businessmen,  executives  and  aspired  individuals  
who  wish  to  have  a  public  recognition  of  their  premium  
status  and  identity.  

ͻ Their  work  greatly  relies  on  networking  and  they  have  


constantly  seeking  out  a  venue  where  a  close  cycle  of  
networks  are  ready  to  be  tapped  and  shared.  

ͻ This  group  of  people  are  big  spenders  in  term  of  
telecommunications  and  entertainments,  for  both  work  and  
personal  lifestyles.  
Objectives

ͻ To  make  Serenade  Club  the  dreamed  network  cycle  that  


satisfies  the  needs  of  club  members  by  providing  benefits  
ƚŚĂƚ͛ƐǀŝƚĂůĨŽƌďŽƚŚƚŚĞŝƌďƵƐŝŶĞƐƐĂŶĚƉĞƌƐŽŶĂůůŝǀĞƐ͘

ͻ 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.  
Mechanics  

ͻ Eligible  members  should:


ʹ Holding  Mfone  Serenade  family  product  including  
Mekong  SIM  and  new  premium  SIM  in  the  future
ʹ Credit  usage  above  $50  per  month
Club  Benefits

ͻ Members  of  the  club  enjoy  a  wide  range  of  benefits:


ʹ Privileges  in  accessing  to  high-­‐end  products  &  services  in  
Cambodia  
ʹ Privileges  in  accessing  to  high-­‐end  Products  &  services  in  
Thailand
ʹ ĐĐĞƐƐƚŽƚŚĞƐŽĐŝĂůŶĞƚǁŽƌŬƐĐƌĞĂƚĞĚďLJĂŵďŽĚŝĂ͛Ɛ
Serenade  Club  and  International  Serenade  Club  in  
Thailand  and  the  possible  business  opportunities  that  
follow
ʹ Enjoy  the  premium  status  of  being  a  club  member  
outside  the  network  
Privileges  

Synergy  of  Exclusivities

ͻ Transportation:  Airlines
ͻ Accommodations  ʹ hotels  and  resorts
ͻ Dinning  &  Drinking-­‐ Restaurants,  bars,  cafe
ͻ Health  &  beauty:  Fitness  center,  Spa,  Salon  
ͻ Entertainments:  Nightclubs,  Golf  course
ͻ Shopping  ʹ Clothing,  shoes,  accessories,  supermarkets
Airline  Privilege

ͻ Members  is  entitled  ƚŽĂĐĐĞƐƐĂŶŐŬŽŬĂŝƌǁĂLJ͛Ɛand  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.
Accommodation

ͻ Members  enjoy  bonus  services  either:  Free  spa,  


massage  or  Manicure  &  pedicure  services  at  
their  own  choice.  *

*  Mechanics  to  be  finalized.  


Accommodation

ͻ Hotels  in  P.P  &  ^͛sŝůůĞ


ʹ Intercontinental
ʹ Raffles  Hotel  Le  
Royal
ʹ NagaWorld
ʹ Sokha
Accommodation
Heritage Suites Hotel SR
Accommodation
Hotel  De  La  Paix SR
Accommodation
Raffles  Grand  Hotel  ͛ŶŐŬŽƌ SR
Accommodation
Amansara  Hotel  SR
Dinning  &  Drinking

ͻ Members  will  be  getting  special  privileges  at  partnered  


restaurants  &  bars,  café  &  clubs:

-­‐ They  will  enjoy  one  free  cocktail/  wine/  beer/  dessert  at  
their  own  choice  after  the  meal.  *

-­‐ They  will  get  exclusive  reservations  and  will  be  invited  for  
special  events  at  partnered  clubs *

*  Mechanics  to  be  finalized.  


Dinning  &  Drinking

ͻ Topaz  
ͻ Malis
ͻ Kobe
ͻ Chow
ͻ FCC
ͻ Fresco*
ͻ Etc.
*  List  to  be  finalized
Health  &  Beauty

ͻ For  spa  loving  members,  based  on  the  frequency  of  visits,  
they  will    enjoy  free  spa  products  or  special  treatment  
coupons  for  next  visit.  *
ͻ Members  who  frequent  fitness  center  will  get  free  Yoga  &  
fitness  lessons  at  appointed  outlets.  *

*  Mechanics  to  be  finalized.  


Health  &  Beauty

Amara Spa  (PP)


Health  &  Beauty

Bodia Spa  (PP  &  SR)


Health  &  Beauty
Spa  &  Fitness  Centers  at  Amansara  hotel  SR
Health  &  Beauty
Spa  at  Le  Residence  Hotel  SR
Health  &  Beauty

Fitness  centers  at:


ͻ Intercontinental  Hotel
ͻ The  place
Entertainments
Members  enjoy
special  Golf
Course  fees. *
*Mechanics  to  be  
finalize.

Grand  Phnom  
Penh
(PP)
Entertainments
Angkor  Palace  Resort  (SR)
Shopping
ͻ Partnership  with  Sovereign  Retail  Group  
will  allow  members  to  get  informed  first  
hand  on  new  arrivals  for  brands  owned  
by  the  group  including:
ʹ Axara
ʹ Mango  (to  be  launched)
ʹ VNC
ʹ E.pse
ͻ Members  will  also  enjoy  special  offers  
and  some  times  coupons  to  high-­‐end  
fashion  show  around  town.*
*Mechanics  to  be  finalized.
Shopping  at  Lucky  Supermarket

ͻ Members  who  shop  above  10$  will  be  given  a  10%  of  the  spent  amount  
as  phone  credits  top  up  directly  into  their  Mfone  Serenade  Mekong  SIM.  

ͻ 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  Mfone
users.
Social  Events

ͻ Members  will  be  informed  and  invited  to  special  events  


in  town  such  as:
ʹ Fashion  shows
ʹ Wine  tasting  at  Red  Apron  
ʹ Art  exhibitions  at  FCC
WĂƌƚŶĞƌƐ͛ĞŶĞĨŝƚƐ

ͻ Each  partnered  business  will  enjoy  premium  status  in  


comparison  to  the  peer  businesses.  The  existing  premium  
brand  image  will  be  built  up  and  enhanced  by  being  part  of  
the  club  network.

ͻ Members  of  ISCT  will  be  drawn  to  access  the  partnered  
services  in  Cambodia,  resulting  in  business  and  reputation  
growth.

ͻ Extensive  PR  and  communications  will  help  build  the  


partnered  brands,  together  with  the  club.
Communications  &  PR
Serenade  membership  Card

ͻ 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  Counter

ͻ A  well-­‐designed  Serenade  
counter  tentcard will  be  
presented  in  each  
partnership  outlets.
Serenade  Ambassador(s)

ͻ 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.

ͻ Serenade  ambassador  will  be  a  figure  well-­‐recognized  and  


looked  up  to  by  peers  alike.  
Magazine  Scoop

ͻ 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.    
Launch  Event

ͻ 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.  
PR
ͻ all  press  people  from  major  newspapers  magazines,  radio  and  TV  
stations  will  be  invited  to  join  the  launch  event.  Short  press  conference  
will  be  held.

ͻ PR  write-­‐up  detailing  the  information  on  the  club  will  be  released  in  
major  publications  to  create  buzz  and  excitement  around  town.  
Interactive  communications

ͻ Regular  club  parties  will  be  organized  to  provide  a  platform  


for  gathering  among  members  of  the  club  to  socialize  and  
update.

ͻ Beside  in-­‐club  gathering,  club  members  will  be  informed  and  


invited  to  all  kind  of  premium  events  and  shows.

ͻ ůƵďŵĞŵďĞƌ͛ƐƐĂƚŝƐĨĂĐƚŝŽŶŝƐĞŶƐƵƌĞĚďLJĂůůŵĞĂŶƐƚŽ
guarantee  positive  words-­‐of-­‐mouth  communications  within  
the  upper  class  society  in  the  country.
Execution  Timeline

Task Timeline
Serenade  Card  design ?
Counter  tentcard design ?
Talks  with  partnered   ?
businesses
PR  arrangements   ?
Launch ?
Thank  You

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