A group of K17 students majoring in Multimedia Communication has completed their graduation project with a campaign to support communication for a 4-star OCOP business, helping them effectively reach the market.
Combining online and offline communication for OCOP businesses
In line with the local economic development program, OCOP (One Commune One Product) businesses focus on producing typical agricultural products of the region, aiming to enhance economic value and connect with community tourism. However, many OCOP businesses still face challenges in building a brand and professionally reaching the market. One of these businesses is Ngoc Thanh Farm, a company specializing in providing high-quality melons from Hau Giang province.
Recognizing this issue, during the Spring 2025 period (from January to April), a group of K17 students majoring in Multimedia Communication, including Nguyen Ngoc Mai, Nguyen An Thy, Ngo My Anh, Tran My Tam, and Ho Hong Bao Ngan, carried out their graduation project titled “Communication Project Supporting 4-Star OCOP Businesses Towards Sustainable Agricultural Tourism: The Case of Ngoc Thanh Farm – Hau Giang.” Through this project, the group directly assisted Ngoc Thanh Farm in developing a communication strategy, helping the business enhance its brand image professionally, approach the market systematically, and develop sustainable agricultural tourism.
The group is expected to defend their graduation project in May
According to the group’s leader, Nguyen Ngoc Mai, the communication kit developed by the team offers a more comprehensive and professional solution compared to what Ngoc Thanh Farm had previously used. Before the project began, the business did not have a systematic brand identity. The new kit includes various elements such as a representative mascot, signboards, gift boxes, menu boards, and promotional items like vouchers, hand fans, keychains, bracelets, etc., which help the business connect with customers in a more visual way. Among these, the Hai Loan mascot serves as a character to create a brand story (storytelling) that is engaging, easy to remember, and especially appealing to families and children.
“The key difference of this project is its sustainability and the ability to continue after the project concludes. The communication kit not only serves the project but can also be used by Ngoc Thanh Farm for long-term business and promotional activities. In addition, the digital communication channels developed as part of the project can continue to be updated and expanded, becoming the official communication channels that help the business maintain connections with customers, attract new visitors, and further expand brand recognition in the future,” Mai shared.
Towards a sustainable communication model for OCOP
To successfully implement the project in line with the “learn by doing” spirit of FPT University, Mai and her team faced numerous challenges. When Ngoc Thanh Farm was busy with production and business activities, especially during holidays, the team proactively adjusted their working schedule to suit the business, using online communication tools such as Zalo to exchange information instead of meeting in person.
Additionally, as Ngoc Thanh Farm did not have a dedicated communication department, the team provided extra manpower to help the business participate in offline promotional events, while also creating a secondary fanpage to indirectly help increase the reach of the business’s fanpage.
As a result, on March 20, the project team successfully organized the handover of the communication kit for the “Communication Project Supporting 4-Star OCOP Businesses Towards Sustainable Agricultural Tourism: The Case of Ngoc Thanh Farm – Hau Giang”. The handover event not only marked the close collaboration between the university and the business but also demonstrated the high applicability of the training program at FPT University.
A representative of the business expressed: “The communication kit is a meaningful contribution, helping Ngoc Thanh Farm enhance its brand image and develop sustainable agricultural tourism. We hope that in the near future, the business and the project team will continue to have opportunities for collaboration.”
Closing phase 1 with offline promotional activities, building a brand identity system, and digital communication content, the team is in the process of proposing a comprehensive communication support plan to help Ngoc Thanh Farm maintain and develop its brand in a more professional manner.
Specifically, the team proposes continuing to create digital content on social media platforms, alongside organizing an OCOP market directly at the farm, creating opportunities to connect with other OCOP businesses in the region, thereby promoting exchanges and local product promotion.
Additionally, to enhance the experience for visitors, the team proposes applying QR code technology on the usage guide attached to each melon, allowing visitors to easily scan the code to watch videos about the cultivation process and product-related information. At the same time, the team aims to build a sustainable OCOP tourism network by collaborating with local tourism communities, placing Ngoc Thanh Farm on the regional tourism map to increase visitor traffic.
The project team set up an information booth to increase interaction with the fanpage and promote the Ngoc Thanh Farm brand to students within the university
“If given the opportunity, the team hopes to expand this communication model to support more OCOP businesses in the future. Effective communication not only helps businesses build a strong brand but also promotes local specialties, boosts agricultural tourism, and increases the value of agricultural products. The team believes that with this model, many cooperatives and OCOP businesses will have the opportunity to access better markets, thereby achieving sustainable development and making a positive contribution to the country’s agriculture,” the project representative affirmed.