大众汽车年会策划案

VOLKSWAGENChina

PublicRelationsProposal

YearToday’sTopicMarketOverviewCommunicationObjectives&StrategiesKeyMessagesAnalysisProgramRecommendationsTimelineEvaluationTeamStructureBudgetEstimationFHCredentialMarketOverviewChinaSedanCar

MarketOverviewChinesegovernmentencouragestheautoindustrydevelopmentbyissuingnewpoliciesDomesticdemandscontinuetogrowbyleapsandboundsFromJan.toNov.,thesalesofcarsinChinareaches1.7317million,enjoying69.95%year-on-yearincreaseMoreforeignautomobilecompaniesenteredtheChinacarmarketwhiletheexistingplayersaremakingadditionalinvestmentInfo.Resource:ChinaAssociationofAutomobileManufacturersStatisticsChinaSedanCar

MarketOverviewLocalautomanufacturersareemergingaspotentialcompetitorsinChinasedancarmarketTheoverallpricekeepsdecliningduetoseverecompetitionandinfluxofnewbrandsChinadomesticbrandstillperceivedasinlackoftechnologicalleadershipNewModelsEmergeintheChinaMarket2002-2003SalesComparisonamongForeignCarMakersInfo.Resource:ChinaAssociationofAutomobileManufacturersStatisticsTrendsofChina

SedanCarIndustryCarindustry’sannualgrowthrateseestohoverat30%inthecoming3-4yearsInvestmentinChinasedancarindustrywillbefocusedontheproductionfacilitiestheestablishmentofnetworkofdistributionandservicesThecompetitionisgoingtogobeyondpriceTrendsofChina

SedanCarIndustryMultinationalautobrandswillsecureitspositionintheJVbyincreasingequityinvestmentBesidesthemanufacturingplants,leadingmultinationalautocompanieswillbringtheirR&DintoChinaCorporatereputationandbrandimagearegraduallybecomingimportantfactorsinadditiontoproductreputationFHUnderstandingof

BuildingCorporateReputationFHCorporateReputationManagementAstrongcorporatereputationremainsakeyfactorforbuildingasuccessfulbusinessinChinaanditoftenhasverylittletodowithyourbrandawarenessSomecompanieswhoseproductspossesshighbrandawarenessinChinalackapositivecorporatereputationCompaniesthatlackapositivecorporatereputationwillsufferfinanciallyinthelongrunFHCorporateReputationElementsCorporateReputationLong-TermCommitmentCSRProductQualityPartnersTakeaLookatVWCorporateReputation-Wherearewe?CommitmenttoChinamarketInvestmentFirstforeignautomotivemanufacturerinChina(1984)6BillionEuroadditionalinvestmentinupcoming5yearsLocalizationlevelKnow-howsharingwithlocalpartnersPrimaryprocurementfromlocalmarketNation-wideservicenetworkAccelerationofseniormanagementlocalizationlevelLackoflocalR&D(GOLF,POLOsedan,GOL)TakeaLookatVWCorporateReputation-Wherearewe?ProductProductqualityOutstandingandreliableproductqualitywithgoodreputation,suchasJetta,Polo,BoraAdvancedGermantechnologyPricingReasonablepricingtomeetupVWglobalfinancialtargetNon-flexiblepricepolicyCustomersatisfaction/perceptionsAcceptableoverallcustomersatisfactionPartoftheVWproductsareoverprofit-driven(SANTANA)TakeaLookatVWCorporateReputation-Wherearewe?CooperationwithlocalpartnersGoodrelationshipwiththeChinesegovernmentJVwithChineseleadingcarmanufacturersPerceptionassharedTrustworthypartnershipStableengagementExtended20-yearcontractwithSAICin2002Extended25-yearcontractwithFAWin2003Relationshipwithlocalopinionleadersandindustryassociationsshouldbestrengthened12dealersforimportcarsTakeaLookatVWCorporateReputation-Wherearewe?CSR(CorporateSocialResponsibility)ActiveinvolvementinChinasocietyinfieldsofcivilization,environmentprotection,education,sportsetc,VolkswagenEnvironmentActivityVolkswagenSoundFoundationEducationFundsforTongJiUniversity(310millionEuros)BeijingInternationalMusicFestivalmajorsponsorChinaGolfMasterOtherdonations,industryforumsandsponsorship ……Highpopularityofpartoftheaboveactivitiesbythetargetaudience.VWCSR&SponsoredPrograms–AtAGlanceMediaSurveyOnlineDatabaseE–communicationsMediaSurveyWeconductedanon-linesurveyamong500media,includingautoindustrymedia,financialmediaandlifestylemediaMediaSurveyMediaresponserate:20%

Summaries:AccumulativeInvestmentInChinaVW’sAdditionalInvestmentInChinaMediaSurveySummaries(cont.)LuxuryBrandRecognitionBrandCharacteristicsMarketShareInChinaMarketCSRProgramsInChinaMediaSurveyAnalysisHighrecognitionLong-termcommitmenttoChinamarketNo.1marketsharethoughslippingdownOutstandingproductqualityFullproductlineHighawarenessonCSRLowrecognitionBrandimageinluxurycarmarketTechnologylevelCommunication

Objectives&StrategiesCommunicationObjectivesLong-termObjectivesImproveVolkswagencorporateimageandreputationinChinaStrengthenVolkswagen’sleadingpositioninChinaShort-termObjectivesEnhanceconsumers’recognitiononVWcorporatereputationandbrandvalueReinforceVWmind-shareinChinaOvercomecurrentnegativeissuesCommunicationChallengesHowtosecureVW’sleadershippositioninChinaMarket?HowtoleverageVW’sbrandpositioningbycommunicatingflagshipproducts?HowtodifferentiateVW’snewbrandsfromexistingbrandsthroughproductrenovation?CommunicationStrategiesTodelivercontinuous,consistent,positivecorporateandbrandmessagestostrengthenVWpositioningTobuildacommunicationplatformleveragingon“Volkswagen20yearsinChina”marketingcampaignandnewproductlaunchesandCSRprogramsKeyMessageAnalysisKeyMessagesVolkswagen’slong-termcommitmenttoChinamarketVW’slong-standingcommitmenttothelocalindustriesandcommunitiescontributestotheChinaeconomicdevelopment6BillionEuroinvestmentinthecoming5yearsandtarget1MillionannualsalesvolumeinChinamarketin2007KeyMessagesVWistheautomotiveleaderinChinamarketVW’sexpertiseandtalentensureitsleadingpositionwiththeoutstandingproductquality,advancedtechnology,efficientserviceandcompetitivepriceVWisthefirstautomotivemanufacturerenteredintoChinamarket,whichbenefitsitsNo.1marketshareinChinacarmarketKeyMessagesVWownsthestrongpartnershipwithChina’sleadingcarmanufacturersVW’strustfulrelationshipwiththeJVpartnersVW’sdedicationtolocalR&DinthenearfutureVW’sexpertiseinbuildingglobalnetworkbenefitstheestablishmentoflocalnetworkKeyMessagesVWisagoodChinesecitizenAglobalcompanywithstrongcommitmentinChinaDevoteitselftovariousfieldsinChina’ssocialprogressVWdedicatesinbalancingsocialandeconomicbenefitsProgramRecommendationsCommunicationTacticsCommunicationTacticsForChineseMediaPressreleaseTosharecontinuousandconsistentvoicewithalltargetmediaTailormadeanddisseminatekeymessagestothetargetmediaindifferentsectors(e.g.business,general,lifestyleandtrademedia)MassmediaVWcorporateinformationVWlongtermcommitmentVWlocalizationprocessVWcreditCSRactivitiesCommunicationTacticsForChineseMediaBusinessmediaVWglobaland/orregionalfinancialinformationVWglobal/AsiaPacificquarterly/annualsalesreportVWglobalannual/mid-yearfinancialreportAutoindustrymediaProductR&DinChinamarketVWlatestconceptcarVWimportcarproductinformationSalespromotioninformationNewconfigurationPrizeawardLifestyle&SportsmediaVWsponsoredsocialevents(cultural,entertainment,sports)CommunicationTacticsForChineseMediaFeaturearticleMediaselectionMostinfluentialmass/business/industrymediaGeographicalconsiderationsTightlyconnectedtotheongoingPReventsAnglesVWChinaoperation&developmentVWBrandstoryVWproductinformationHero–VWexecutivesfeature……CommunicationTacticsForChineseMediaMediaroundtableMediaselectionSuggestinvolvingmoremediaorganizationsandjournalistsProposetoinvitesomeopinionleaderstohostthemediaroundtableTopicsIndustrytrendsGovernmentregulationsVWstrategyCEOvisit……CommunicationTacticsOngoingMediaRelations–forChineseMediaMediatourTop5AutoShowinEurope/U.S./TokyoVWheadquarter:WolfsburgKeymediasalonMediatestdriveMediagatheringparty&mediaincentivesCommunicationTacticsExploremoreopportunitiesToidentifymorepotentialopportunitiesfortheenhancementofVWcorporatereputationSoleautomotivesponsorforBeijingOlympic2008AnTingAutomotiveTownplanandstoryCommunicationTacticsForForeignMediaPressreleaseFocusonpositivebusiness&financialnewsChinagovernmentrules®ulationsAutoindustrystatus&trendsAuthorityinsightsVWChinacorporateInvestmentMerge&acquisitionVWChinasalesfiguresRoundtable(Breakfastmeeting)In-depthinterviewopportunityOngoingmediarelationsbuildupandmaintenanceCommunicationTacticsForDealersAnnualdealerseminarAnnualsalesreviewUpcomingyearsalesforecastContractrenewalDealertrainingProductandtechnologybriefingSales&communicationskillseducationServicequalityimprovementQuarterlydealersurveyCommunicationplatformbetweenVWanddealersTimelyfeedbackEffectivesolutionsProgramRecommendationsMediaDatabaseManagementOnlineDatabaseFHcommunicateswiththeclientTime-efficientCost-effectiveThroughthisonline,interactivedatabasemanagementsystemwemanageMediarelationsGovernmentrelationsMarketingactivitiesDatamanagement:Reports,Quotes,Clips,ProjectfilesE-communication:e-newsletters,e-invitation,e-auditOnlineDatabaseHomepageOnlineDatabaseMediacontactsOnlineDatabaseJournalistprofileOnlineDatabaseDailynewsOnlineDatabaseDocumentsexchangeOnlineDatabaseE–communicationsProgramRecommendationsCorporateReputationManagementCorporateReputationManagementWebelievethatastrongcorporatereputationremainsoneofthekeystobuildingasuccessfulbusinessinChinaandithasveryoftenlittletodowithyourbrandawareness SomebrandsofhighbrandawarenessmaybefoundlowinpossessingpositiveincorporatereputationCompaniesinlackofpositivecorporatereputationwillnotsustainacontinuousfinancialhealthOurresearchmodulefocusonidentifyingissuesthatarebothhighinrelevanceandacceptanceofabrandinthelocalcontext:CommitmenttoChinamarketInvestmentLocalizationofseniormanagementpresenceProductqualityProductqualityPricingCustomersatisfaction/perceptionCorporateReputationManagementCooperationwithlocalpartnersandkeycustomersPerceptionassharedTrustworthyLevelofcommitment/engagementCorporatecitizenshipandphilanthropyIssueOwnershipActivitiesandinvolvementlevelAwarenessandtheimpactasseenfromthoseactivitiesCorporateReputationManagementProgramRecommendationsCrisisManagementWhatisIssues&crisismanagement?

IssuesandcrisismanagementisarelativelynewfieldofmanagementTheprocessincludesforecastingpotentialcrisesandplanninghowhowtodealwiththemCrisismanagementinthefaceofacurrent,realcrisisincludesidentifyingtherealnatureofacurrentcrisis,interveningtominimizedamageandrecoveringfromthecrisisCrisismanagementoftenhasstrongfocusonpublicrelationstorecoveranydamagetopublicimageandassurestakeholdersthatrecoveryisunderwayWhyacrisissituationneedstobemanaged?Acrisissituationusuallyresultsin:discontinuityordisruptionofoperationdamagetothebrandandtrustslossofassets(lives/properties)availabilitynotmeetingexpectationsbadpressamountingpressurecomingfromdifferentconstituenciesgroupsHowtodealwithacrisis–atoolanalysisFocusonstrategicplanningandbuildingupasystemThecrisisplanshouldbereflectthenatureofyourbusinessItshouldbefeasibleandeasytooperateSelectthepartneryouwouldwanttoworkwithandthetoolsthatmostfityourneedsSevenStepsofFailureModeandEffectsAnalysis#StepsDescription1PerformpreparatoryworkDevelopafailuredefinition,contactflowdiagram,gapanalysisandpreliminaryworksheetandinterviewschedule.2CollectdataInterviewfacilitypersonneltodeterminewhatthefailuresare,theirfrequenciesandtheirimpacts.3Summarize&encoderesultsInputintoanelectronicspreadsheetanddetermineanyredundancies.4CalculatelossMultiplyfrequencyXimpactforeveryfailureeventintheanalysis.5Determine"SignificantFew"Determinethe20%orlessofthefailuresthatresultin80%ofthelosses.6ValidateresultsVerifythattheresultsarevalid.7IssueareportCommunicateresults.

CrisisFrequencyAnalyzeSecondaryAttentionTopAttentionCrisisManagementTrainingBasictheoryofcrisismanagementCrisismanagementtoolsMediatrainingProgramRecommendationsAfewinputsforupcomingprojectsVolkswagen20yearsinChinaStrategiesLeverage20yearcelebrationtoraiseoverallprofileofVWcorporateimageandbrandperceptioninChinaBuildupmorepsychologicallinkagebetweenVWbrandandChineseconsumersAddressingtheclosecooperationwithtop2localautomanufacturesHighlightthededicatedChinesecitizenshipofVWChinaandwell-balancedsocial/economicbenefits1-yearcampaignrunsthrough2004Volkswagen20yearsinChinaCampaignslogan

“Excellence•Volkswagen•Life”“精彩•大众•生活”KeymessagesNo.1promisedtotalinvestmentamountup-to-dateNo.1entranceintoChinamarketNo.1marketsharein20thconsecutiveyearsNo.1servicenetworkinChinamainland1-yearcampaignrunsthrough2004Volkswagen20yearsinChinaInitiateanactivitylookingforNo.1caruserofallVWproductsthateverlaunchedinChinaduringBeijingInternationalAutoShowOnlinecolumnwithSinaPrintadonmostinfluentialmassmedianation-wideand/orworld-widemediaFinalqualifiedusersawardedVWheadquartertourConsumerstoryVWandmylife/family/businessMediatrackProgramI–LookingforNo.1VWuserVolkswagen20yearsinChinaScreeninDifferentcardrivers’roomofallVWcarSANTANA–JETTA–PASATT……Differentstreetcornerview1984Shanghai,peopleallinblueandgray,1991Beijing,peopledrivingJETTA1993Shenzhen,DengXiaopingannouncedneweconomypolicy1999allcities,neweraapproachcelebration2001allcities,manybrandnewandmodelnewcarsonthestreet2004Shanghai,GrandHyatt,OrientalPearlTower……Screenout2004Shanghai,PhaetondrivingtothefutureProgramII–VideoProductionVolkswagen20yearsinChinaToselectonemostinfluentialmassmediainBeijing,ShanghaiandGuangzhouOpenatitlecolumnonselectedpageTopic:20yearsexcellence-my20yearsinChinaSelectedcelebrities’20-yearlifestoryEncouragereadersandconsumersdraftarticlefortheir20-yearlifeinChinaAward20yearsExcellenceRewardVW20yearsCelebrationCeremonypresenceProgramIII–TitleColumnVolkswagen20yearsinChinaProgramIV–ProductplacementCAR《车》?ChapterI–CSRProgramsTreePlantingFestival–March,2004AnnualCSRactivitytodemonstrateVW’scontinuouscommitmenttotheChinaenvironmentprotectionChapterI–CSRProgramsChinaGolfMasterSponsorship–April,2004ThefirsttimeforVWasmajorsponsortosupporttheChinasportsdevelopmentTomaximizethecommunicationeffortsToinvolveasmoremediacategoriesaspossibleMass/Industry/Lifestyle/SportsToarrangeafewprogramsformediaWorkshop–VWCSRprogramsdisplayinpast20yearsGolfday–Createanopportunityformediagolfpractice,starplayercoachifpossibleTestdrive–DrivingexperienceduringtournamentChapterII–BeijingInternationalAutoShowAutoShowthemesuggestionExcellence•Volkswagen•LifeTobeconsistentwith1-yearcampaignthemeTacticsCommunicateVWfamily20years’excellentperformanceinChinathroughmediadayToofficiallylaunch20-yearcelebrationprogramsChapterIII–PhaetonLaunchStrategicconsiderations

AdemonstrationofVWfullproductrangepresenceinChinaShiftthemindsetonVWhighprofilebrandrecognitionLuxuryBrandPerceptionPriceRangeLowHighHighBenzSBMW7AudiA8VWPhaetonChapterIII–PhaetonLaunchTargetconsumers–NewElitesDemographyMainlymale,30–55yearsoldEntrepreneursHighpurchasingpowerandmulticarownersLifestyleBreakingtheestablishedrulesContemporaryStronglyinterestedinmoderntechnologyHighestrequirementsonconvenienceandsafetyVeryindependentLikesPolitics,economy,scienceandtechnologyCulture,sociallife,outdooractivitiesChapterIII–PhaetonLaunchPre-eventAfewfeaturestoriesaboutGreekMythologyspecificon“Phaeton”TolinklikesbetweentargetconsumersandGreekMythologywhichisasymbolofuniquetasteEventVenuedecoratedasGreektemplewithmysteriousatmosphereandculturalbackgroundAGreekstyledramaarrangedaslaunchgimmickPhaetonlaunchedgloriousundertheAV/lightingeffortsPost-eventFocusonone-on-onemarketingthroughdrivingexperiencetoinfluentconsumers’decision-makingIdeaI–GreekMythologyChapterIII–PhaetonLaunchPre-eventArrangeaDresdentourforkeymediaandhotprospectstovisitthetransparentworkshopEventVenuedecoratedastransparentworkshopthroughvideoplaycoveringallsidewallsandceilingsAttractattendeeslookingforPhaetonlocatedinsomewhereoftheworkshopwhileexperiencingdifferentmanufacturingprocessesPost-eventFocusonone-on-onemarketingthroughdrivingexperiencetoinfluentconsumers’decision-makingIdeaII–TransparentWorkshopChapterIII–PhaetonLaunchChapterIV–VW20yearsinChinaCelebrationCeremony“Excellence•Volkswagen•Life”“精彩•大众•生活”ExcellenceExcellentChinasocialprogressduringpast2decadesGovernmentofficialsattendingtheSVW,FAW-VWsigningceremonyExcellentachievementsVWcontributedtoChinaautoindustryAllNo.1VWcarusersoverthepast20yearswouldbeinvitedtotheceremonyasspecialappointedVWuserChapterIV–VW20yearsinChinaCelebrationCeremony“Excellence•Volkswagen•Life”“精彩•大众•生活”VOLKSWAGENVWCSReffortsoverthepast20yearsVWstrongpartnershipwithleadingautomanufacturesVWfullrangeproductsgreatlybenefitpublicsince1984ChapterIV–VW20yearsinChinaCelebrationCeremony“Excellence•Volkswagen•Life”“精彩•大众•生活”Life20celebritiesdrivingVWcarspresenceattheceremonyBusinessEntertainmentVWfamilyVWloyaltyDifferentVWproductcategoryChapterV-VWNightonBeijingInt’lMusicFestivalVWtopChineseoriginalmusicnightOn-linecampaigntovoteforthebestChineseoriginalmusician,band,singer,etc.overthepast2decadesAwardceremonyandconcertonBeijingInternationalMusicFestivalProgramI

ChapterV-VWNightonBeijingInt’lMusicFestivalVWNight–ThePassionofMusicInviterenownedmastersforVWNightBerlinerPhilharmonikerMaYo-yoVSBerlinerPhilharmoniker12CelloProgramIITimelineTimelineEvaluationMeasuringPROutputsArticleswrittenInterviewsconductedEvents/meetingsheldNewslettersdistributedInotherwords…didweworktheplan?MeasuringPROutcomesQuantityofmediacoverageQualityofmediacoverage(tone,keymessages)Inquiries/requestsAttendanceResponse/feedbackInotherwords…didourmessagesreachpeople?MeasuringPRObjectivesMetChangesinawarenessChangesinattitude/perceptions/opinionsChangesincomprehension/understandingInotherwords…didwemovetheneedle?MeasuringSuccess Pre-posttestingofawareness&behaviorMonitorshiftsagainstbenchmarks Buildintoexistingtools,marketresearch,surveysAssessagainstown&competitivesales,marketingactivityMeasuringSuccessShareofmediavoiceMessagedeliveryChangeinaudienceknowledgeofmessagesCoveragevolumeand/ortargetsmetCall-to-ActionResponseInquiry/leadgenerationInformationrequests(800#,website)Eventparticipation,customertrafficMeasuringSuccess Influencer/GatekeeperGoalsChangesinpublicpolicy,reimbursement,legislationSupportamongthoughtleadersEndorsementsNegativetoneutral,neutraltopositive,positivetoactivechampionProductuseinclinicalstudies,guidelines,protocolsChangesintone,quality,quantityofmediaattention,coverageHardmeasuresonchangeofshareofmindaswellPerceptionchangetracking(check-uppriorandafterthecampaign,messagespickup,mediafeasibilitystudies,otherquantitative/qualitativemeasures)Volumev.sWeightHowtomeasureWemeasurethevolumebycountingtheplacementWemeasuretheweightbycountingthespaceandpickupofkeymessagesWemeasureagainstourcompetitorsWemeasureagainsttheauditwedopriorandafterthecampaignOurTeamFHTeamStructureforVWAfullrangeaccountserviceteamconsistsof11staffsin3officesOurChinaTeam–BeijingLiHong ManagingDirector9yearsworkingexperienceinPRCgovernmentandover10yearsintheprivatesectorWorkedforOgilvyBeijingsince1993,laterbecametheMDforbothpublicrelationsandadvertisingdivisions,beforejoiningFHinJune,2002InstrumentalingrowingOgilvyBeijingfromUS$3milliontoUS$15millionover5yearsSpecialties:marketingandbrandcommunicationsplanning,corporatecommunications,strategiccounsel，Relativeclientsexperienceincludes:BrillianceAuto,BMW,LandRover,OurChinaTeam–BeijingLydieLiu AccountSupervisorFormerreporterforChinaYouthDaily,SouthernWeekend,GlobalEntrepreneurMBAofIAEPoitiersUniversity,FranceSpecialties:corporate/productcommunicationsExpertise:productlaunches,CEOvisits,celebritiesparty,mediarelationsClients:BrillianceAuto,BMW,Intel,OMEGA,P&GOurChinaTeam-BeijingLukeLiu SeniorAccountExecutive3yearsjournalismexperiencewithDowJonesNewswiresMBAofCityUniversityBasedinSeattleSpecialties:corporatecommunicationsExpertise:pressreleaseediting,mediarelationsClients: BrillianceAuto,Sinopec,BMW,IntelOurChinaTeam–BeijingEricFu SeniorAccountExecutiveExtensiveexperienceinmarketingactivitiesandPReventsSpecialties:automobile/consumerproductcommunications,corporatecommunicationExpertise:largescaleeventplanning,organizeandmanagement,productlaunches,CEOvisitsClients:GMChina,BrillianceAuto,OMEGA,GE,P&GOurChinaTeam–BeijingAngelaChen AssistantAccountExecutive2yearsPRexperienceSpecialties:deepunderstandingofautomotiveandlifestylemediaExpertise:mediarelations,Clients:Brilliance-Auto,OMEGA,P&G,OurChinaTeam–BeijingMichaelSt.Louis AccountExecutiveSenioreditorinTaipeiNewsandTaipeiTimespriortojoininginFHSpecialties:corporatecommunicationsExpertise:Englishpressmaterialswriteup/edit,onlinemediadatabasemaintenanceClients:BrillianceAuto,UnitedAirlines,LufthansaOurChinaTeam–ShanghaiSandyZu ManagingSupervisorFormerXinhuaNewsreporterSpecialties:corporate/productcommunicationExpertise:productlaunches,mediarelations,CEOvisitsClients:BrillianceAuto,BAT,P&G,SIEMENSOurChinaTeam–ShanghaiDavisLi SeniorAccountExecutive5yearsPR/Ad/marketingexperiencesSpecialties:productcommunicationExpertise:Shanghaimediarelations,copywritercapabilityClients:BrillianceAuto,Microsoft,SymantecOurChinaTeam–ShanghaiJennyWang AccountExecutive2yearswithFHSpecialty:productcommunicationExpertise:mediarelationsClients:BrillianceAuto,QAD,SIEMENSOurChinaTeam–GuangzhouHowardLee AccountSupervisor1yearwithFH,formerstaffatOgilvyPublicRelationsWorldwideGuangzhouwithanextensivebackgroundinmarketingandadvertisingSpeciality:corporatecommunicationExpertise:mediarelations,eventmanagementClient:BrillianceAuto,Sinolink,UPS,OurChinaTeam–GuangzhouPallasYang AccountExecutiveEngagedinmarketingandpublicrelationsbusinessformorethan3yearsSpeciality:corporatecommunicationExpertise:mediarelationsClient:BrillianceAuto,Sinolink,MicrosoftBudgetEstimationRetainerService

ProfessionalFeeUSD25,000permonthOngoingstrategiccounselVWChinaexecutivesbriefingmeetingwithFHChinaseniorexecutivesDay-to-dayclientcommunicationMonthlymeeting(FHteamkeyplayerswithVWChinaMarketing/PRcommunicationdepartment)MonthlyreviewofongoingactivitiesandfinishedprojectsResultsmeasurementandevaluationPlanningofupcomingmonthactivitiesWeeklymeeting(Facetofacemeetingorconferencecall)IssuesofongoingactivitiesFine-tuneoftheplanIMCstrategymeetingwithclientandadvertisingagencyTobecontinued……RetainerService

ProfessionalFeeUSD25,000permonthPressreleaseMonthlyquoteChinesemedia(8-11permonth)Foreignmedia(3-4permonth)JobresponsibilitiesPressreleasedevelopmentandtranslationProofreading/revisionsNationwidedistributionandmediafollowupMediamonitoringTobecontinued……RetainerService

ProfessionalFeeUSD25,000permonthFeaturearticleMonthlyquote2-3permonthJobresponsibilitiesMediapitchingArticlesdevelopmentProofreading/revisionFinalizationFollowupArticleplacementMediamonitoringTobecontinued……RetainerService

ProfessionalFeeUSD25,000permonthMediaRoundtableMonthlyquote1timepermonth5-6selectedmediaJobresponsibilitiesAngleselectionMediaselectionMediainvitationOn-sitemanagement/supportPressmaterialspreparationsMediamonitoringTobecontinued……RetainerService

ProfessionalFeeUSD25,000permonthPressbureauHandleMediainquiryMediainterviewguidelinearrangementPressmaterials(e.g.backgrounder,factsheetandexecutives’bios)developmentandcompilationDailynewsdeliveryDailye-newsupdatedelivertoVWChinaexe