活动佳洁士10周年公关活动的酷方案2006.ppt

Target Audiences Newspapers – General, Lifestyle Health TV- News, Health, Lifestyle Magazine-Health Lifestyle Weekly- General and Lifestyle Websites Target Audiences Strategic Target Influencer: Government officials, Associations, Renown dentists Consumer: General consumers Media The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget Prepared by Weber Shandwick Beijing Index Theme Option1. 拥有佳洁士 你就是专家 Option 2. 十年倾情 佳洁士 你的口腔护理专家 The briefObjectivesStrategiesTarget AudiencesThemeKey MessageProgram OutlineProgramsBudget Prepared by Weber Shandwick Beijing Index Key Messages Crest accumulates 10 years experiences of serving the Chinese society into the creation of the brand architecture Crest’s newly invented brand architecture helps consumers to become their own oral care experts Crest will continuously deliver tailor-made products and devices to help improving the oral care status of Chinese, more importantly play the role as a responsible corporate citizen The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget Prepared by Weber Shandwick Beijing Index Program outline 拥有佳洁士 你就是专家 Celebration of 10th anniversary Invites influencers, stake holders media Elaborate brand architecture Recap contribution to Chinese society “Love Teeth Plan” contest Cooperate with “Super Winner” (超级大赢家) TV program Look for candidates with the most oral care knowledge and well planned love teeth plan for his/her family Brand architecture introduction Website launch Advertorial placements We Believe… “Love Teeth Plan” Contest Involve consumer Excite consumer Interact with consumer Anniversary Celebration Win stakeholder endorsement Reinforce professional image Communicate Crest’s contributions The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget Prepared by Weber