ZOHO APAC

(MANAGEENGINE)
PR and Marketing Campaign to Leverage
To p Te c h n o l o g y I n fl u e n c e r s i n V i e t n a m

Maximizing Brand Recognition Through Strategic Influencer Engagement

Prepared by Mai Lan

CONTENT
0 CAMPAIGN OBJECTIVES
1
0 MARKETING STRATEGY

2
0 CONTENT DIRECTION

3
0 APENDIX
4
C A M PA I G N
OBJECTIVES
Increase Brand Awareness: Leverage infl uencers to amplif y brand
visibility in Vietnam’s tech community.

Build Credibility: Positi on the company as a thought leader through

expert endorsements.

Drive Engagement: Generate buzz and engagement through

collaborati ve content and events.

Support Product Adopti on: Promote the company ’s soluti ons to a

targeted audience of IT professionals and decision-makers.
 T O P 3 T E C H N O LO GY I N F LU E N C E R S /

E X P E RT S

Associate Professor Dr. Nguyen Xuan Hoai, Associate Mr Nguyen Truong Thanh, Head of Technical
Professor, PhD, Director of the Vietnam Institute of Artificial Department Nguyen Thi Thu Trang, PhD, IT lecturer at Hanoi
Intelligence Vietnam Internet Network Information Center University of Science and Technology, founder and
(VNNIC) R&D manager for startup Vbee
Assoc.Prof.Dr. Nguyen Xuan Hoai holds a PhD in Computer
Science from the University of New South Wales, Australia and is Mr. Nguyen Truong Thanh has worked at VNNIC since Dr. Nguyen Thi Thu Trang is currently a senior lecturer at
an expert with 25 years of experience in teaching, researching, 2004, has extensive experience in designing, the School of Information and Communication Technology,
and practicing AI in Vietnam, Australia, and Korea. Associate deploying, managing, operating network systems, Hanoi University of Science and Technology, where she
Professor Dr. Hoai is the founder and CEO of AI Academy services, and information security. Mr. Thanh is the has spent many years researching and developing artificial
Vietnam, the first non-public research institute on AI in Vietnam. person who directly built and deployed the "Project speech technology. She is an experienced and dedicated
He has published hundreds of scientific publications on Artificial to deploy DNSSEC standards for the .VN domain name lecturer in training high-quality software and AI engineers.
Intelligence, Computational Intelligence, and Intelligent server system (DNS), established the national IPv6
Computing based on Evolutionary Simulation. He is also a network and participated in activities to deploy and
program committee member and advisor to many conferences, promote IPv6 in Vietnam.
journals, and organizations on AI in Vietnam and abroad.
C O M M U N I C AT I O N S
S T RAT E GY
• Ke y a c t i v i t i e s
• Communication strategy
• Timeline
 KEY ACTIVITIES
Focus on AI and Market Trends from a Technology-Driven Perspective
OFFLINE WORKSHOP SEMINARS SERIES VIDEO TALKSHOW

Structure: Each expert discusses a specific challenge

Theme: Online Seminar Series: Tech Talk Tuesdays
Topic: “Transforming Vietnam’s IT Landscape: AI, in their field and how ManageEngine’s solutions
Session 1: “AI-Driven IT Management: The Future of Enterprise Efficiency”
Security, and Cloud Innovation.” Host: Associate Professor Dr. Nguyen Xuan Hoai & ME Representative address it. Host from ME representatives.

Activities: Focus: How AI can optimize IT operations, with examples of ManageEngine’s Example Topics:
AI-powered tools like Zia (AI assistant) in ServiceDesk Plus and Analytics Plus. Dr. Nguyen Xuan Hoai: “AI-Powered IT Management
Panel Discussion: All three experts will discuss how
Session 2: “Securing Vietnam’s Digital Infrastructure: Challenges and
AI, secure IT infrastructure, and cloud technologies for Education” (featuring ServiceDesk Plus for
Solutions”
are driving Vietnam’s digital transformation. Medium Enterprises/ Large Enterprises).
Host: Mr. Nguyen Truong Thanh & ME Representative
Live Demos: Showcase ManageEngine’s solutions in Focus: The importance of cybersecurity in internet infrastructure, featuring Mr. Nguyen Truong Thanh: “Securing Vietnam’s

action, such as: Endpoint Central for IT management. ManageEngine’s Endpoint Security and Cloud Security Plus solutions. Internet Infrastructure” (featuring Endpoint Security
Session 3: “Scaling Startups with Cloud and IT Management Tools” etc for BFSI - Banking - Financial Services -
Cloud Security Plus for cloud security. ADManager
Host: Mrs. Nguyen Thi Thu Trang & ME Representative
Plus for identity and access management. Insurance).
Focus: How startups can leverage cloud and IT management tools for growth,
Networking Session: Attendees can interact with the Mrs. Nguyen Thi Thu Trang: “Cloud Solutions for
highlighting ManageEngine’s CloudSpend and Applications Manager.
experts and ManageEngine’s leadership. Format: 45-minute presentation + 15-minute Q&A, minigame. Startup/(SMEs)

Goal: Position ManageEngine as a leader in IT Promotion: Use social media, email marketing, and influencer channels to Scalability” (featuring CloudSpend and Applications
drive registrations. Manager).
management, security, and cloud solutions. Collect
Goal: Educate the audience on ManageEngine’s solutions while aligning with
data customer leads for ManageEngine’ s Sale Team. Goal: Build credibility, demonstrate product value,
the experts’ expertise. Collect data customer leads for ManageEngine’ s Sale
and drive engagement.
Team.
Refs: CMC Cloud
 C O M M U N I C AT I O N S S T R AT E G Y
ManageEngine partnership with top technology influencers in Vietnam

MEDIA STRATEGY EVENT PR SOCIAL

WORKSHOP & SEMINARS PRESS RELEASE ADVERTORIALS EXCLUSIVE INTERVIEW VIDEO TALKSHOW

Drive engagement and generate leads Spreadout key activities message & maintain value information to partner Create brand awareness and build
OBJECTIVES
through a mix of offline and online activities. and users trust sustainably

• Organzie offline workshop and seminars to • To officially announce • To create in-depth • To provide exclusive • To enhance brand awareness for
engage between top 3 technology experts the workshop and content pieces that and in-depth interviews ManageEngine at Vietnam
and ManageEngine customers and seminars hosted by delve deeper into with top 3 experts, market.
selected media representatives. ManageEngine, specific trends and sharing expert • To spreadout vision, strategy,
ACTIVITIES • The activites aims to position providing value findings highlighted in perspectives on market product ecosystem through
ManageEngine as a leading IT
information to media, the events, providing trends, insights, and the sharing on video.
managenment in technology sectors by
partners and customers. added value to the future of IT
showcasing its analytical capabilities and
target audience. management industry.
deep understanding of market trends.

• High attendance from target media and IT • Broad reach and account • Enhanced understanding • Enhanced events • Produce 06 video talkshow
for 80% visibility across and engagement from information and trust from between experts and
decision-makers, CIOs, tech enthusiasts.
EXPECTED high-impact publications. industry professionals and ManageEngine
• Extensive and positive media coverage for ManageEngine representatives,
OUTCOMES • Strong brand association potential clients. representative & experts
the events. can invite clients to join.
of ManageEngine with • Deliver 5-7 main angles on • Deliver 03 Exclusive
• Collect data leads for Sale Team.
credible and insightful 15 media outlets. Interview article (bilingual)
market analysis. on VIR, Vnexpress, Znews
 TIMELINE
DATE 30 DAYS BEFORE D-DAY (April 03, 2025) 30 - 50 DAYS AFTER

Event preparation PR
ACTIVITIES Workshop
Content preparation Seminars

Video talkshow

Event Advertorials Exclusive Interview

MEDIA
Press release
CONTENT
DIRECTION
 CONTENT DIRECTION
ManageEngine partnership with top technology influencers in Vietnam

KEY ACTIVITIES TACTICS OVERALL OUTLINE

• Press release (60 media outlets) • AI in IT Management: Automating IT workflows, reducing downtime, and optimizing efficiency.
• Advertorials (5-7 angles, 15
OFFLINE WORKSHOP adaptations) • Cybersecurity in Vietnam: Identifying threats, implementing security measures, and compliance strategies.
• 03 Exclusive interview • Cloud Adoption for Enterprises: Balancing scalability, security, and cost-effectiveness.
• Facebook, Website, LinkedIN
• Case Studies & Best Practices: Real-world success stories from businesses using ManageEngine solutions.

• Press release (20 media outlets) • AI-Driven IT Management: How AI optimizes IT operations.
SEMINARS • Advertorials (2-3 angles, 7-8
adaptations) • Cybersecurity Challenges & Solutions: Protecting Vietnam’s digital infrastructure.
• Facebook, Website, LinkedIN • Scaling Startups with Cloud: The role of IT management in startup success.

• AI in IT automation: The future of enterprise efficiency.

• Cybersecurity threats in Vietnam: Real-world risks and best practices.
VIDEO TALKSHOW • 6 videos talkshow • Cloud management strategies: Deployment, security, and cost savings.
• Facebook, Website, LinkedIN, Youtube
• IT compliance & governance: Navigating regulatory challenges.
• ITSM & digital transformation: Modernizing business operations.
• Future of IT in Vietnam: Emerging tech trends and expert forecasts.
APENDIX
VN MEDIA

LANDSCAPE

Top 3 most published print newspapers

(according to each newspaper's self-reported
statistics).

Top 5 most accessed online news

publishers in December 2023
(Source: SimilarWeb)
 MEDIA LIST
No Media Name Group No Media Name Group

1 Vnexpress Anh Viễn Thông Mass 6 Nghe nhìn Việt Nam Anh Phong Trần Tech

2 Thanh Niên Anh Đình Huân Mass 7 HD Việt Nam Anh Bùi An Tech

3 24h Anh Lý Thành Mass 8 Thế giới số Anh Vương Thuấn Tech

4 Dân trí Anh Thế Anh Mass 9 Techsignin Anh Xuân Thành Tech

5 Znews Anh Sang Mass 10 Techtimes Anh Đô Nguyễn Tech

No Media Name Group

11 Doanh nhân Sài Gòn Chị Ý Nhi Business

12 Công thương Anh Tiến Phòng Business

 PR New format

Link

Link

link Link
THANK
YOU