佳洁士公关活动10周年的提案英）.ppt

Crest10thAnniversaryPRCampaignProposal,PreparedbyWeberShandwickBeijing,ThebriefObjectivesStrategiesTargetAudiencesThemeKeyMessagesProgramOutlineProgramsBudget,PreparedbyWeberShandwickBeijing,Index,Brief,BrandarchitecturewillbeintroducedinJuly,andcrestcounterwillbereorganizedaccordingtothebrandarchitectureMakeabuzzforbrandarchitectureintroductionaswellasCrest10yearanniversaryfromJulySeptember,2006EnhanceCrestsimageastheoralcareexpertforChinesepopulationEmphasizetheachievementonpersonaloralcareeducationforChineseinpast10years,ThebriefObjectivesStrategiesTargetAudiencesThemeKeyMessagesProgramOutlineProgramsBudget,PreparedbyWeberShandwickBeijing,Index,Objectives,IntroduceCrestbrandarchitectureandfurtherembedCrestsimageastheoralcareexpertAgitatetheawarenessofCrest10yearscontributiontoChineseoralhealthimprovement,ThebriefObjectivesStrategiesTargetAudiencesThemeKeyMessagesProgramOutlineProgramsBudget,PreparedbyWeberShandwickBeijing,Index,Strategies,ReinforceCrestsimageastheoralcareexpertbyeducatingconsumerswithtangible“brandarchitecture”instructionGenerateexposureandTOMawarenessbyleveragingconsumerinvolvementthroughvariouscommunicationplatformsEngageinfluencersandstakeholderstofurtherstrengthenCrestsprofessionaloralcareimage,Brandarchitectureembedding,Educate,Engage,Excite,Adopt,StrategicApproach,User,Trial,Spectator,Awareness,Advocator,ThebriefObjectivesStrategiesTargetAudiencesThemeKeyMessagesProgramOutlineProgramsBudget,PreparedbyWeberShandwickBeijing,Index,TargetAudiences,NewspapersGeneral,Lifestyle&HealthTV-News,Health,&LifestyleMagazine-Health&LifestyleWeekly-GeneralandLifestyleWebsites,Influencer:Governmentofficials,Associations,RenowndentistsConsumer:Generalconsumers,Media,ThebriefObjectivesStrategiesTargetAudiencesThemeKeyMessagesProgramOutlineProgramsBudget,PreparedbyWeberShandwickBeijing,Index,Theme,Option1.拥有佳洁士你就是专家Option2.十年倾情佳洁士你的口腔护理专家,ThebriefObjectivesStrategiesTargetAudiencesThemeKeyMessageProgramOutlineProgramsBudget,PreparedbyWeberShandwickBeijing,Index,KeyMessages,Crestaccumulates10yearsexperiencesofservingtheChinesesocietyintothecreationofthebrandarchitectureCrestsnewlyinventedbrandarchitecturehelpsconsumerstobecometheirownoralcareexpertsCrestwillcontinuouslydelivertailor-madeproductsanddevicestohelpimprovingtheoralcarestatusofChinese,moreimportantlyplaytheroleasaresponsiblecorporatecitizen,ThebriefObjectivesStrategiesTargetAudiencesThemeKeyMessagesProgramOutlineProgramsBudget,PreparedbyWeberShandwickBeijing,Index,Programoutline,拥有佳洁士你就是专家,Celebrationof10thanniversaryInvitesinfluencers,stakeholders&mediaElaboratebrandarchitectureRecapcontributiontoChinesesociety,“LoveTeethPlan”contestCooperatewith“SuperWinner”(超级大赢家)TVprogramLookforcandidateswiththemostoralcareknowledgeandwellplannedloveteethplanforhis/herfamilyBrandarchitectureintroductionWebsitelaunchAdvertorialplacements,WeBelieve,Why?,“LoveTeethPlan”ContestInvolveconsumerExciteconsumerInteractwithconsumer,AnniversaryCelebrationWinstakeholderendorsementReinforceprofessionalimageCommunicateCrestscontributions,ThebriefObjectivesStrategiesTargetAudiencesThemeKeyMessagesProgramOutlineProgramsBudget,PreparedbyWeberShandwickBeijing,Index,Programs“LoveTeethPlan”Consumercampaign,ConceptPyramid,EngageConsumer(Websitecompetition),EducateConsumer(Brandarchitecturebooklet,NewspaperAdv.),ExciteConsumer(TVprogram),Programs“LoveTeethPlan”consumercampaign,Crestlaunchesthewebsiteasplatformof“LoveTeethPlan”consumercontest,Consumerslogonthewebsitetolearnaboutthebrandarchitectureanddesigna“LoveTeethPlan”,ThecandidateswhodesignthebestplanswillbeinvitedtothefinalcontestonTV(IffailedtoreachagreementwithTVprogram,goestothefinalstepdirectly),TheTVprogramdesignedtodeliverbrandarchitectureinbotheducationalandfunwayswithoptimalbrandexposure,WinnerswillappearinCrestsnextTVCorPOSandrewardedaprizeof10,000RMB,Advertorialplacementandadvertisingtag-onstoannouncethecontestandintroducethebrandarchitecture,Programs“LoveTeethPlan”consumercampaign,ExploreVariousCommunicationChannelsTVCooperationwiththemostpopularentertainmentTVprogram,i.e.CCTV-2“SuperWinner”(“超级大赢家”),nation-wideTVcoverageNewspaperAdvertorialplacementsonChinaTelevisionWeekly(中国电视报),withacirculationof400,000,nation-widecoverageWebsiteCrestestablishedanewwebsiteasthemajorinteractiveplatformtoencourageconsumerparticipation,Programs10thAnniversaryCelebration,ConceptPyramid,SmileofHope(Communitycontribution),SmileofHealthiness(Tailor-madehigh-techoralcareproduct),SmileofConfidence(brandarchitectureintroduction),Programs10thAnniversaryCelebration,ProgramDetailsWhen:Sept.12.,2006Where:BeijingWhat:Crest10thAnniversaryCelebrationWho:Renowneddentists,governmentofficials,associationexecutives,media&P&Gexecutives,Programs10thAnniversaryCelebration,ProgramHighlightsTheCrest10thanniversarycelebrationisdividedintothreeepisodesaroundsmile,smileofhealthiness,smileofhopeandsmileofconfidenceGiftgivingconnectseventprogramsInvitethefirstbeneficiariesofCrestcommunityactivitiestosharewithparticipantsabouttheirgrowthwithCrest,thus,witnesscontributiondeliveredbyCrestEachwitnessbringsaperformanceasabirthdaygiftforCrest,inreturn,CrestintroducesthenewlyinventedbrandarchitectureasapresentforChineseconsumers,SmileofHealthinessCrestexecutiveintroducesCrestadvancetechnologyonoralcareproductsVideoplaying,re-editedCrestpreviousTVCsPerformanceFirstluckydraw,SmileofHopeCrestcommunityprogrambeneficiariespresentbirthdaygiftstoCrestPerformance(byCrestbeneficiariesSecondluckydraw,SmileofConfidenceCrestreturnsthefavorbyintroducingthebrandarchitectureThirdluckydrawBirthdaycakecutting,Programs10thAnniversaryCelebration,ProgramSummary,Consumer,ConsumersparticipateinonlinecontestConsumerslearnaboutbrandarchitectureConsumerscompet