万科深圳东海岸开盘前臀广计划.ppt

东海岸开盘前推 广计划 3月19日;东海岸;东部最大、低密度、依山近海，具备热带风情的社区。;项目最重要的特点;两大配套;大社区;低容积率;Tropical Modern建筑风格;项目面临的挑战;交通问题 从市区到项目所在地仍需要较长时间，而且，在路途中堵车现象非常严重，这些势必会影响项目销售；;生活配套不够完善 大梅沙片区是一个旅游渡假区，常住人口较少，生活配套尚未跟上，人居气氛不浓。;居住观念需要引导 深圳人都习惯居住在市区繁华地段，强调生活便利。固有观念上，大梅沙是一个度假的地方，而不是一个居住的地方。;与海边的实际距离 项目虽然在海边，但项目与海边实际上存在着一定的距离。;针对项目的特点和面临的挑战，我们应该怎样去进行策略规划？;整合媒介资源，进行东部宣传;引领一种新的居住理念;运用整合传播的推广策略;东海岸项目定位;项目品牌个性;阶段推广计划;我们将开盘前（3月底到6月底）分为三个推广阶段; 第一阶段 3月底~4月底 片区宣传;第一阶段到东部去，那里有真正的海！;主要目标; 报纸广告;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;户外广告;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;电台广告;电台广告;日出篇;西出篇 ;欧阳峰篇 ;第二阶段到海边去，那是引领世界的生活方式！;主要目标;报纸广告;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;软文规划;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile