Crest 10th Anniversary PR Campaign Proposal Prepared by Weber Shandwick Beijing The brief Objectives Strategies Target Audiences Theme Key Messages Program Outline Programs Budget 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 brief Objectives Strategies Target Audiences Theme Key Messages Program Outline Programs Budget 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 brief Objectives Strategies Target Audiences Theme Key Messages Program Outline Programs Budget 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 brief Objectives Strategies Target Audiences Theme Key Messages Program Outline Programs Budget 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 Media The brief Objectives Strategies Target Audiences Theme Key Messages Program Outline Programs Budget 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 brief Objectives Strategies Target Audiences Theme Key Message Program Outline Programs Budget 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 。。。。。。以上简介无排版格式，详细内容请下载查看