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佳洁士公关活动周年的提案.ppt

佳洁士公关活动周年的提案.ppt

ID：50142639

大小：2.90 MB

页数：29页

时间：2020-03-05

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1、Crest10thAnniversary PRCampaignProposalPreparedbyWeberShandwickBeijingThebriefObjectives Strategies TargetAudiences Theme KeyMessages ProgramOutline Programs BudgetPreparedbyWeberShandwickBeijingIndexBriefBrandarchitecturewillbeintroducedinJuly,andcres

2、tcounterwillbereorganizedaccordingtothebrandarchitectureMakeabuzzforbrandarchitectureintroductionaswellasCrest10yearanniversaryfromJuly–September,2006EnhanceCrest’simageastheoralcareexpertforChinesepopulationEmphasizetheachievementonpersonaloralcareeducationf

3、orChineseinpast10yearsThebriefObjectivesStrategies TargetAudiences Theme KeyMessages ProgramOutline Programs BudgetPreparedbyWeberShandwickBeijingIndexObjectivesIntroduceCrestbrandarchitectureandfurtherembedCrest’simageastheoralcareexpertAgitatetheaware

4、nessofCrest10years’contributiontoChineseoralhealthimprovementThebrief ObjectivesStrategiesTargetAudiences Theme KeyMessages ProgramOutline Programs BudgetPreparedbyWeberShandwickBeijingIndexStrategiesReinforceCrest’simageastheoralcareexpertbyeducatingco

5、nsumerswithtangible“brandarchitecture”instructionGenerateexposureandTOMawarenessbyleveragingconsumerinvolvementthroughvariouscommunicationplatformsEngageinfluencersandstakeholderstofurtherstrengthenCrest’sprofessionaloralcareimageBrandarchitectureembeddingEdu

6、cateEngageExciteAdoptPUSH:ConsumerinvolvementcampaignPULL:BrandarchitecturedisplayStrategicApproachUserTrialSpectatorAwarenessAdvocatorThebrief Objectives StrategiesTargetAudiencesTheme KeyMessages ProgramOutline Programs BudgetPreparedbyWeberShandwickB

7、eijingIndexTargetAudiencesNewspapers–General,Lifestyle&HealthTV-News,Health,&LifestyleMagazine-Health&LifestyleWeekly-GeneralandLifestyleWebsitesTargetAudiencesStrategicTargetInfluencer:Governmentofficials,Associations,RenowndentistsConsumer:GeneralconsumersM

8、ediaThebrief Objectives Strategies TargetAudiencesThemeKeyMessages ProgramOutline Programs BudgetPreparedbyWeberShandwickBeijingIndexThemeOption1.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Th

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