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About Us

Target Audiences

Insight

Strategic Approach

Brand Offer

Overall tone of voice

Objectives

Media distributed format

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about us

Inheriting the spirit of embracing the youth, Nghề Trong Người is proud to be the next initiative of MaC- a journey to find our "something bigger".

Nghề Trong Người connects the young and the "less young" in a cozy conversation published on MaC’s platforms.

Digging deeper, Nghề Trong Người is a space where we can listen to stories from those who were, have been, and will be working in the Marcom industry.

Nghề Trong Người is a product developed by MaC.

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Target audiences

The career-focused gen Z

Gen Z, ages 18-24 or even older, loves or wants to discover more about their career path.

Their efforts to support their careers have even been doubled by the pandemic. (1) They feel pressured to succeed early. (7)

The experience craver

They crave experiences where they can learn, or feeling they’ve bettered themselves and lives. (2)

With them, work experience often lead to passion. (3)

The passion-biased

Although money is the 2nd most influential factor in career decisions, 95% of them (gen Z) want a job that is more than just a living. (4) + (5)

They believe in YOLO (You only live once). (6)

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Finding something bigger is part of everyone's journey to fulfillment, yet it always causes me difficulty articulating it in my mind. If I can't articulate my thoughts, I can't define them, and I get lost.

As I’m searching for “something bigger” of my life,

INSIGHT

MY DRIVER

I know that “finding something bigger” will lead to the success/the fulfillment of my life.

MY STATE

I’m searching for “this bigger thing”.

MY BARRIER

Yet I don’t know what it actually is!

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Big idea

I hear my stories from others

Nghề Trong Người is here to unveil your concealed stories and detailedly articulate them. From that, you can feel the image of yourselves, thus paving an easier way to understand your current state and somewhat imagine your next steps.

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#BRANDOFFER

PODCAST

NGHỀ TRONG NGƯỜI

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Reasons to believe

The desire to consume

another information format

among youngsters

Audio

- the rising savior

most of youngsters’ searches occur on mobile devices (HubSpot)

Barrier

With the information format of text and image, they have to stare at the screen to absorb it.

the pandemic

with social distancing

in almost 2 years

Motivator

They lack the chances to have real-life talk with others

surrounded by blue light, they

surrounded by greener world, yet they

desire to rescue their droopy eyelids

have a thirst for sound, talk, or even real communication

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Synopsis

The discussion

between a host and speaker(s)...

… about his/her experiences in a specific field of his/her specialized job. The conversation is expected to reveal untold stories from the guest’s working experience, which might inspire and support youngsters who are passionate about the job that’s on-share.

Genre: Podcast

Format: Audio & Video

Casting: Industry Insiders

Language: Vietnamese

Season no: 01

Episodes: 18-19

Duration: 35-45 minutes

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Hosted by

MaC’s personnel

Representative of TA

Acknowledge TA's problems and sympathize with their main worry in the process of "seeking something bigger”.

Guest profiles

Vietnam-based

Old-sweat in specific sectors (Content writing, branding, data analysis, etc. )

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Mood

& Tone

Youthful:

We represent a young, curious generation who are ready to learn and listen.

Professional:

We keep our work organized.
We show respect.

Insightful:

We seek the voice deep inside young people.
We sympathize and give out meaningful advice.

Witty:

We make our conversation funny, enjoyable, yet easy to follow.

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What will we

talk

about?

In each episode, host and speaker will go through 3 main pillars,

which intend to exploit the speaker’s career path from his or her own point of view.

#What_will_we_talk_about?

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NGƯỜI TRONG NGHỀ

PILLAR 01

- Format: Ask and answer

- Duration: 3-5 mins

- Required materials:

We'll prepare a question about the speaker's daily hobbies and habits to warm things up and lead into another question about his/her job(s).

#What_will_we_talk_about?

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PILLAR 02

- Duration: 30-35 mins

- Main points to be exploited:

We asked about

How our speakers met their ideal job/the job they’re doing right now.
The reasons he/she chose to stay.
What does he/she receive on pursuing this career?
Yet, what does he/she have to sacrifice?
The impact of this job on his/her mentality.
The unknown stories of the on-talking job based on his/her own experience.
His/her vision for the future.

NGHỀ TRONG NGƯỜI

#What_will_we_talk_about?

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Reference

“Behind every abandonment is a transfer. #Bỏ is a series that recounts these transitions.”

Guest:

Le Ha Nguyen

Bỏ Vietcetera

#What_will_we_talk_about?

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NGƯỜI VÀ NGHỀ

PILLAR 03

- Duration: 2-3 mins

- Main points to be exploited:

Lessons and advice for young people who are into the job that speakers shared.
Thank you and farewell

#What_will_we_talk_about?

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Reference

The Money Date EP04

- Duration: 27’25 - 29’32

- Guest: Chau Bui

#What_will_we_talk_about?

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Media

distributed

format

1. Video on YouTube

2. Audio on Spotify, Apple Podcasts

3. Audio with Link to Spotify update in section “Định hướng” (website Camnest.vn) - ref: section “Nghe”

4. Social posts on Fanpage Cam

5. Articles on website Camnest.vn (tentative)

6. Email newsletter (tentative)

7. PR & Seeding (tentative)

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Timeline

IN 2022

Podcast: 4 eps

Podcast: 4 eps/5 weeks

Jun

Dec

15/7

…

Aug

Sep

Season 1

Season 2

Podcast: 4 eps/5 weeks

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Deliverables

PHASE 1

Deliverables	Timeline
Video 1 x full version (35-45 mins) on YouTube 1 x short version (3-5 mins) on Facebook, LinkedIn 1 x mini version (~1 min) on Facebook Story, TikTok (tentative)	The airing day
Audio 1 x full version on Spotify, Apple Podcast	The airing day
Social posts Based on the planned content calendar	Based on the planned content calendar

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OVERALL TONE OF VOICE

NGHỀ TRONG NGƯỜI

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TONE OF

VOICE

WE’RE CLEAR AND CONCISE

Go straight to the point.

Make words easier to listen.

Beat around the bush.

Use cryptic sentences.

NGHỀ TRONG NGƯỜI

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TONE OF

VOICE

Be active and focus on talking and listening.

Be open and ready.

Be hesitant or shy.

Give out uncertain information.

NGHỀ TRONG NGƯỜI

WE'RE CONFIDENT

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TONE OF

VOICE

Use young and viral trends.

Be witty yet respectful.

Overuse words and trends.

Make fun of personals.

NGHỀ TRONG NGƯỜI

WE'RE TRENDY

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TONE OF

VOICE

Be empathic and inspirational.

Pursue our value of supporting young people.

Deliver reasonable thinking.

Impose personal judgement.

NGHỀ TRONG NGƯỜI

WE'RE TRENDY

WE'RE HEARTFELT AND RELIABLE