福特CD391全年公关传播规划.ppt

,communication plan for cd391, 2013 2013年cd391公关传播规划,december 4, 2012 2012年12月4日,communication objective/传播目标,to create the product image as a benchmark in the medium to high-end auto market through in-depth advertisement of cd391s advanced configuration, upscale features and outstanding fuel efficiency. 通过深入传播cd391的卓越科技配置、高档设计，打造其高效节能的产品形象，树立cd391在中高级车市的新标杆地位。,communication strategy,continuous communication,传播策略,持续传播,key message,product,intelligent technology,superior quality,fuel economy,superior quality high-tech interior trim and all-digital ip offering diverse and readable information slush-molding ip with soft surface to offer high level safety, comfort and environment-friendliness nvh engineering prestigious space fashionable and luxury seats offering high level of comfort,range-leading fuel economy -range-leading fuel economy as a result of new power-train and critical innovation on cd391 greater power and lower fuel economy from 2.0 gtdi and 1.5t engine powershift 6-speed dsg improves fuel economy by 6%,quality tech to deliver quality life (tbd),company,-superior quality of every cd391 as a result of ford global unified manufacturing philosophy -represents stepwise implementation of the 15*15 program,market,-new yardstick for mid-to-high class car segment,outstanding safety,fashionable look,kinetic design unique and streamlined look outstanding experience delivered as a result of kinetic design and driver-focused exterior,leading intelligent safety driver and co-driver airbag, front row safety bag and front and rear air curtain and kneel airbag (only available on mid-to-high class cars) are offered as standard, the safety system is equipped to provide full protection to the passengers on board lka rear inflated safety belt,range-leading intelligent technology 2nd generation sync in-car infotainment brings new handling and interaction experience acs and advanced sensor technology offers assured safety blis provides extra protection auto dimming rear-view mirror 8-inch gps led day-time running light,核心信息,产品层面,智能科技,卓越品质,燃油经济性,卓越的产品品质 极具科技感的内饰造型与配置 极具科技感的全数字仪表，信息丰富，醒目靓丽。 搪塑工艺仪表板，软触表面，安全舒适环保。 nvh静肃工程 宽大的尊荣空间 座椅造型时尚大方，空间大而舒适，打造舒适豪华空间,同级领先的燃油经济性 -新的动力系统和重要创新使cd391带来同级领先的燃油经济性 2.0 gtdi 和1.5t发动机带来更佳的动力和更低的油耗 powershift 6速双离合变速器提升燃油经济性达6%,品位科技 闪耀人生 （tbd）,企业层面,-福特全球统一的造车理念为每一台cd391带来卓越品质 -代表着15*15计划的逐步实施,市场层面,-中高级车市场的新标杆,出色安全,时尚外观,动感设计 与众不同、流线型的外观 动感设计和以驾驶者为核心的外观创造了出众的感受,领先的智能安全系统 全车配备驾驶员及前排乘客安全气囊、前排左右侧安全气囊、前排及后座左右侧气帘，以及中高配车型配置驾驶员膝部安全气囊。这一完善的安全配备系统可以有效的保证乘员的行车安全。 行车偏离警报 后排充气式安全带,同级领先的智能科技 第二代sync车载信息娱乐系统带来操控与互动的全新方式 低速行车安全系统：先进的传感器技术自动保障安全 盲点监测系统带来动感安全 自动防眩的内外后视镜 8寸gps导航系统 led昼间行车灯,slide 7,summary for cd391 launch plan,2013,-time：jan-18th apr -communication target: establish the brand image of the star model, creating market expectations. -communication strategy: create news event as a hot issue of communication to attract the attention of media, and trigger topics of discussion. utilize multiple channels for communication, and customized cooperate with different types of media basing on the requirements of target consumers.,td in us：20 china buff, lifestyle and internet media fusion td in us ( early of march): the new design, tech innovation and r fords north american research and development center, global car story to make endorsement for the chinese version launch information update with pictures, articles and videos in professional page with interactive, gain attention about cd391 to admire the model,-time: 19th apr to jul -communication target: through the technological excellence configuration ，high-end design of the spread of cd391, to build energy efficient product image, and establish a new benchmark in senior automobile. -communication strategy: to highlight the premium of product and brand image through high-end pr events. in-depth communicate the brand pillars and product why-buys with the focus on product quality. 3. price expectation guidance,shas press conference (20th apr.): cd391 official debut, key why buys and market position exposure recommended by media & key kol with fo high quality video to demonstrate attractive appearance,buff and online media domestic test drive (jun): 35+ media deep experience of cd391 product; core websites deep-dive feature,-time: aug to oct - communication target: constantly communicate cd391 new brand image，to enhance its market position. - communication strategy: 1. create media buzz through launch conference. 2. precisely deliver product information through media test drive, strengthen brand popularity and positive wom 3. price guidance,cd391 launch maintain fo on professional websites and circulate quality video on purchase guiding program,regional media separate test drive (oct): key sales cities media separate td: a supplement of launch and buff media td events. media categories: internet, newspapers, television, radio,cd391 stories (jun to oct): key why buys, orders, sales, awards,global version key tech features, awards,market performance and awards,preview and presale,overseas td reports,presale price range,cd391 key why buys: four pillars,buff and internet media reports,cd391 price,mass and regional media td reports,market position / consumer,cd391 presale(jun): presale price range announcement through news release,cd391 spy shots ( early apr.)：cd391 exterior and interior spy shot photos &td+ preview pic,regional media domestic test drive(sep to oct): coordinate the btl,or key sales cities media td media categories: internet, newspapers, television, radio,cd391 preview (end of mar.): shas gala night before media day, inviting 200 media for preview event of changan ford new flagship mode. brand reputation, market position, design, global car communicate in these angles to get strong voice. live broadcasting for whole process,regional media td,cd391 preheat news releases(may to jun): technology configuration,edm to buzz up big event and circulation,pics,kol, video series communication; mobile：ar+app，virtual experience,online interactive：interact with netizen as big campain,website purchase guide, kol, owner club activity pics and video series communication for key message share,slide 8,cd391上市传播计划总览,2013,时间：1月-4月18日 传播目标: 扩大cd391车型的知名度，树立明星车型新形象，引发市场期待。 传播策略： 1. 制造引发市场关注的新闻事件作为传播 引爆点, 积极引发话题. 传播渠道多样化, 根据目标消费者触媒习惯与更广范围和更多类型的媒体进行定制化的合作。,海外试驾：20家中国专业、风尚杂志媒体及网络媒体美国试驾fusion（3月初），深度体验海外车型的全新设计语言、科技创新与研发故事，并探访福特北美研发中心，深刻感受福特全球化的造车理念，为中国版车型上市做背书。 定时直播，更新图文、视频内容，即时互动，引发全网络平台关注及热议,时间：4月19日-7月 传播目标:通过传播cd391的卓越科技配置、高档设计，打造其高效节能的产品形象，树立其在中高级车市的新标杆地位和品牌新形象。 传播策略： 借助高端的公关活动提升品牌的档次。 通过专业媒体试驾和软文传播深化传播品牌优势和产品卖点，重点加强对产品品质的传播。 引导消费者对价格的预期。,cd391 预展(3月底)：中国版新车品鉴之夜gala night，邀请全国200家媒体共赏长安福特最新旗舰车型预展，从品牌口碑、市场定位、设计语言、福特全球造车理念，长安福特全新旗舰车型等角度展开传播，强力造势。线上全程直播,上海车展发布会(4月20日)： cd391正式亮相，内饰及造车工艺，市场定位。 全面展开媒体推荐，扩大高端意见领袖的口碑；高品质视频，塑造惊艳的第一印象,专业及网络媒体国内试驾(6月)：邀请35+专业杂志和网络媒体深度体验cd391的产品性能。,时间：8月-10月 传播目标: 持续传播cd391的科技配置、高档设计等品牌新形象,巩固cd391中高级个人用车细分市场的标杆地位。 传播策略： 通过上市会引发媒体关注热潮。 通过大众媒体试驾，精准传播产品信息，加强产品熟悉度和良性口碑。 引导消费者对价格的认知。,cd391上市发布会暨试驾会(8月)：邀请全国200+家大众主流媒体参加，公布详细产品配置及价格。 媒体类别：网络、报纸、电视台、电台 持续专业媒体的良好口碑，并占据导购平台资源；品质视频传播，升华品牌高端形象，提升好感度；巩固已关注群体，加强数字体系传播,区域媒体单独试车体验(10月)：重点销售城市主流媒体的单独试驾作为专业及网络媒体试驾、上市发布会的补充，产品体验深入区域。媒体类别：网络、报纸、电视台、电台、杂志,cd391信息持续稿件传播 (6月-10月)：产品独立卖点逐一详解、上市后订单月销表现、奖项等信息。,海外车型技术亮点、车型奖项,cd391市场表现、奖项,亮相及预售阶段,中国媒体海外试驾报道,预售价格区间,cd391核心卖点：四大品牌支柱,专业杂志和网络媒体深度试驾报道,cd391价格,大众及区域媒体试驾报道,市场定位/消费人群,cd391公布预售(6月)：全国发布预售价格区间, 发布新闻稿。,cd391谍照发布(4月初)：cd391产品外观、内饰的模糊图片曝光，以及海外试驾、预展图片传播,cd391区域媒体试驾会(9-10月)：配合市场部btl活动，进行区域媒体试驾，或在全国各区域分别邀请媒体深度体验产品性能。媒体类别：网络、报纸、电视台、电台,cd391产品科技卖点预热稿件持续传播 (5月-6月)。,edm配合大事件等特色主题进行传播,网媒、图片、kol、移动客户端：ar+app，光感虚拟驾车（解决预售无车也能近距离感受的问题） 视频：亮相、试驾,网媒、kol、车友会、图片、视频多形式分享持续传播，偏重品味,蒙主擂台：通过层层关卡设置，招募网友参加上市发布会试驾。,key event,focus on technology, build the high-tech, efficient and energy-conserving product identity from the perspective of impression, recognition and experience .,media overseas td new car static display & fashion & design evening,key event,以“科技”为主线，从“印象认知体验”，打造cd391科技、高效、节能的产品形象。,objectives /传播 目标： to deepen public understanding of cd391 before china launch, promote cd391 as a new yardstick for mid-to-high class personal car segment and new brand identity / 在国产产品上市前加深公众对cd391的了解，从而树立cd391在中高级个人用车细分市场新标杆的地位和品牌新形象，引发公众对cd391的期待。 time /活动时间：mar, 2013/ 2013年3月 venue /活动地点: tbd media scope/媒体规划: 20 media key points /传播要点： sharing of fords strength in design and r&d capability, design concept and latest technology / 福特高水准的设计研发能力、设计理念以及最新科技分享 cd391s strong product power and superior product performance such as fashionable look, intelligent features, dynamics and fuel economy / cd391强大的产品力及卓越的产品性能，如时尚外观、智能科技配置、动力、燃油经济性等 main section /活动环节： media briefing /媒体沟通会 dearborn r&d center visit/参观迪尔伯恩福特研发中心 interview and r&d story sharing /专访及研发故事分享 site td/on-road td 场地试驾/道路试驾,impression technology: media overseas td 印象科技之：媒体海外试驾,online communication/网络传播： video for overseas cd test drive/海外版cd试驾视频 391 exterior/391外观 interactive activities/互动活动,cooperative communication platform/配合传播平台: weibo, video space, pics (wallpaper)微博、视频空间、图片（壁纸） edm 合作 cooperation with vertical , portal and kol/垂直、门户网站及kol,impression technology: new car static display and design and fashion evening 印象科技之：新车品鉴会暨设计时尚之夜,objectives /传播目标： preview of china edition to spark public awareness of cd391 and guide media opinion and set off expectation, promote cd391 as a new yardstick for mid-to-high class personal car segment and boost market expectation to prepare for official launch / 中国版车型提前隆重亮相，引爆公众对cd391的认知，引导正面舆论，营造产品期待。树立中高级车市个人用车细分市场新标杆形象，提升市场预期，为上市做铺垫。 time /活动时间: end mar, 2013/2013年3月底 venue /活动地点：tbd media scope /媒体规划：core urban media from 10 sales cities, 3 auto magazines, 1 social/finance media / 10个销售城市的核心都市媒体，3家专业汽车杂志，1家社会/财经类 key points /传播要点： product: gqss overall why-buys (no details of product information, disclose key selling points only) cd391 is a fine interpretation of fords global manufacturing concept / 产品层面：gqss综合卖点（不做具体产品信息披露，透露核心亮点即可）、cd391是福特全球造车理念的精彩演绎； company: cd391 is changan fords latest flagship model and is introduced as another key product under changan fords advanced manufacturing process (strong company produces strong product, a further boost to product identity, enhance fords global manufacturing endorsement) / 企业层面：cd391长安福特全新的旗舰车型、是长安福特先进生产工艺下的又一款强势产品（企业势能带动产品势能，拔高产品形象，强化福特全球造车理念背书）； market:：cd391 is to open a new chapter in mid-to-high class car segment and become a new leader in personal car segment / 市场层面：cd391将引领中高级轿车新纪元，树立个人用车细分市场新标杆 main sections /主要环节： new car static display/新车品鉴 fashion party /时尚酒会 executive interview /高端访谈,online communication网络传播: full live broadcast. display cd391 pics in detail/全程直播。同平台呈现cd391精细外观图片 online interview studio, where media and netizens have interactive q&a with execs and designer/线上专访室打造，媒体及网友与高层及设计师进行互动答疑 buzz over kol cooperation/kol合作热议 tech app to display primary cd391 info/科技感app呈现cd391初期信息,cooperative communication platform/配合传播平台：: weibo, video space, and pics (wallpaper) exposure at multiple platforms to solicit full-line interaction/微博、视频空间、图片（壁纸）多平台曝光，引发全网联动 edm transmission system, holistic design concept/edm传递系统、全面设计理念 plan for vertical and portal website integration to deliver info communication/垂直、门户网站整合规划，有节奏的进行信息传播 cooperation with mobile clients: media cooperation recommendation and soft placement/移动客户端合作：媒体合作推荐及软性植入,objectives /传播目标: to unveil cd391 and create market expectation by communicating fashionable look, premium trim and manufacturing process / cd391首次面向公众亮相，通过对其动感时尚的外观以及高档的内饰配置及造车工艺的传播，制造市场期待。 time /活动时间: apr , 2013/2013年4月 venue /活动地点: shanghai/上海 media scope /媒体规划： 200+ mainstream media and online media /200+ 大众主流媒体、网络媒体 key points /传播要点: dynamic exterior design / 动感时尚的外观设计 premium interior / 高档的内饰配置 market positioning/ 市场地位: a new yardstick for mid-to-high class car segment / 中高级车市的新标杆 main sections /活动主要环节: new car debut/ 新车亮相 product introduction / 产品介绍,recognition technology: shanghai auto show new car debut 认知 科技之：上海车展新车亮相发布会,online communication/网络传播：: live broadcast of new car debut and test drive video/新车亮相直播及试驾视频 exterior of pics zone and interior pics/图片专区外观、内饰图片赏析 tech display: app download: light-sensitive virtual driving/科技感呈现：app下载专区：光感虚拟驾车 buzz over kol cooperation/kol合作热议 cooperative platform/配合平台： weibo, video space and pics (wallpaper) display on multiple platforms/微博、视频空间、图片（壁纸）多平台曝光，引发全网联动 edm transmission system, holistic design edge/edm传递系统、全面设计利剑 plan for vertical and portal website integration to deliver info communication/垂直、门户网站整合规划，有节奏的进行信息传播 cooperation with mobile clients: media cooperation recommendation and soft placement/移动客户端合作：媒体合作推荐及软性植入,key points /传播要点: superior technological features, premium design, fuel economy and safety / 卓越科技配置、高档设计、燃油经济性、安全等产品性能 fashionable and dynamic look/ 动感时尚的外观设计 main sections /活动主要环节: workshop / 产品讲解 track td / 赛道试驾 road td / 道路试驾 online communication/网络传播: car selection page, weibo interaction/选车页面、微博互动 syndicated new media communication/新媒体联动传播：影音、图片,recognition technology: pro media td 认知 科技之：专业媒体试驾,objectives /传播目标: to enhance media understanding of cd391s product performance including superior technological features, premium design, fuel economy and kinetic design and their experience of top quality by engaging them in extensive td sessions and intrigue the market/ 通过产品深度试驾，增强媒体对cd391卓越科技配置、高档设计、燃油经济性、动感设计等产品性能的了解，体验其卓越的产品品质，引发市场期待及关注。 time /活动时间: june , 2013/2013年6月 venue /活动地点: tbd media scope /媒体规划：60+ buff, web and lifestyle media / 专业媒体、网络媒体、时尚生活类媒体,cooperative communication platform:/配合传播平台： edm transmission system, full performance/edm传递系统、全面的性能表现 plan for vertical and portal website integration, second-time communication of test drive info/垂直、门户网站整合规划，对试驾信息进行二次传播,objective /传播目标： to attract full attention, precisely represent cd391s high-tech and energy-efficient brand identity through centralized interpretation of price/selling points/market positioning, and experience cd391s technological highlights through mass-media test-drive / 全面引爆关注，通过对价格/卖点/市场定位的集中诠释，精确展现cd391科技动感、高效节能的品牌形象，并通过大众媒体试驾，体验cd391的科技魅力。 time /活动时间：aug, 2013/ 2013年8月 venue /地活动点：tbd media scope /媒体范围：200+ mainstream media / 200+ 主流汽车媒体 key points to deliver /传播要点： pricing strategy and price / 定价策略及价格 key why buys / 产品卖点 market position / 市场定位 main sessions /主要环节： price announcement / 价格宣布 executives interviews / 领导专访 test drive / 媒体试驾,experience technology: launch event & mass media test-drive 体验 科技之：上市发布会暨大众媒体试驾,online communication/网络传播: full live broadcast. fine cd391 pics display on same platform/全程直播。同平台呈现cd391精美大图 online interview studio for media and netizens to have interactive q&a with execs and designer/线上专访室打造，媒体及网友与高层及设计师进行互动答疑 buzz over kol cooperation/kol合作热议 tech app to showcase glitzy image of cd391/科技感app呈现cd391华丽形象,objective /传播目标： through regional media td to communicate cd391s product features to attract consumers attention / 通过区域媒体的深度试驾，感受cd391引人注目的产品性能和与众不同的风格，引起消费者的关注。 time /活动时间：aug-sep , 2013/ 2013年9-10月 venue /地活动点：tbd media scope /媒体范围：regional media / 区域媒体200+ key points to deliver /传播要点： key why-buys / 产品卖点 market position / 市场定位 main sessions /主要环节： run tech charm tour or support markets regional events in selected modern cities, and conduct regional media extensive test-drive / 根据几大产品卖点，选择几座具有现代感的城市，开启科技魅力之旅或配合市场部区域活动，进行区域媒体深度试驾 workshop / 产品讲解 venue td /场地试驾 short-term road td / 短途城市试驾,experience technology: regional media test-drive 体验 科技之：区域媒体试驾会,key eventdigital,full year/全年: 1、 social (high-end opinion leaders to create high-end quality wom); video (quality videos to impress audience); mobile (on-going connectivity with target audience)/社会化（运用高端意见领袖塑造高档品质口碑圈）;视频化（用高品质视频让受众对产品产生深刻印 象）;移动化（与目标受众随时保持关联） 2、media selection: focus is to be placed on pro media but with attention to fashion and financial media/媒体选择：注重专业媒体，同时覆盖时尚、财经类媒体,trilogy on mini-site 光耀毕现三部曲,app,challengers arena event /蒙主擂台活动,functions/ display/功能类/展示类,light-sensitive virtual driving /光感虚拟驾车,to enroll netizen challenger through multiple screening to participate in launch meeting and test drive. full recording and materials collection are to be used for second-time communication/通过层层关卡设置，招募擂主网友参加上市发布会及试驾，通过全程记录以及素材收集进行二次传播。,part 1/第一部： the coming of the legend-adoration/传奇到来-仰慕,part 2/第二部： early bird-attraction/一睹为快-吸引,part 3/第三部： in the picture-ownership/身临其境-拥有,key eventdigital-光耀毕现mini site,part 1/第一部： the coming of the legend-adoration/传奇到来-仰慕,part 2/第二部： early bird-attraction/一睹为快-吸引,part 3/第三部： in the picture-ownership/身临其境-拥有,trilogy on mini-site 光耀毕现三部曲,create a full-year integrated platform with section fixtures (video, pics, etc.) and update sections (depending on themes of different stages) to rythmically showcase a glorious life of cd391 ownership; give gradual guidance to target consumer base in their completing the mini-site and become a cd391 owner. /打造全年整合平台，设置固定版块（视频、图片等）以及更新版块（依据不同阶段的主题）有节奏的展示拥有cd391的闪耀人生，一步步引导目标消费群体按照既定规划，完成光耀毕现，成为cd391车主。,1、attention to cd391 legend and fancy distinct life style by owning a cd391script sol