文本描述
Crest 10th Anniversary PR Campaign Proposal Prepared by Weber Shandwick Beijing The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget Prepared by Weber Shandwick Beijing Index Brief Brand architecture will be introduced in July, and crest counter will be reorganized according to the brand architecture
Make a buzz for brand architecture introduction as well as Crest 10 year anniversary from July – September, 2006
Enhance Crest’s image as the oral care expert for Chinese population
Emphasize the achievement on personal oral care education for Chinese in past 10 years
The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget Prepared by Weber Shandwick Beijing Index Objectives Introduce Crest brand architecture and further embed Crest’s image as the oral care expert
Agitate the awareness of Crest 10 years’ contribution to Chinese oral health improvement
The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget Prepared by Weber Shandwick Beijing Index Strategies
Reinforce Crest’s image as the oral care expert by educating consumers with tangible “brand architecture” instruction
Generate exposure and TOM awareness by leveraging consumer involvement through various communication platforms
Engage influencers and stakeholders to further strengthen Crest’s professional oral care image
Brand architecture embedding Educate Engage Excite Adopt Strategic Approach User Trial Spectator Awareness Advocator The briefObjectivesStrategiesTarget AudiencesThemeKey MessagesProgram OutlineProgramsBudget Prepared by Weber Shandwick Beijing Index Target Audiences Newspapers – General, Lifestyle & Health
TV- News, Health, & Lifestyle
Magazine-Health & Lifestyle
Weekly- General and Lifestyle
Websites Influencer: Government officials, Associations, Renown dentists
Consumer: General consumers
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