公關(guān)概述與經(jīng)典案例-3課件

1、 惠氏善存銀片“夢之隊”圓夢計劃 廣告與公關(guān)資源整合 Case Studies廣告與公關(guān)資源整合“夢之隊”與你共同圓夢本報聯(lián)合善存銀片為中老年團(tuán)體圓夢 善存銀片圓夢活動開展一周以來，得到了廣大中老年團(tuán)體的熱烈回應(yīng)，紛紛來信與我們分享自己的夢想故事。從即日起，中老年“夢之隊”火熱報名中！一、活動參與方法：1.請將團(tuán)隊的夢想及相關(guān)作品，并附上您所在的城市、姓名、性別、出生年月及聯(lián)系方式等個人詳細(xì)資料，一起郵寄至：上海市威海路755號新民晚報生活之友圓夢小組收，郵編：200041。2.您還可以通過電子郵件的形式，將以上材料發(fā)送至：centrum_。二、獎項設(shè)置圓夢獎（1名）：圓夢基金5000元佳作獎

2、（4名）：精美健康運動禮包1個（內(nèi)含羽毛球、乒乓球各一副、運動水壺等）三、活動細(xì)則說明活動對象：年滿50周歲的中國公民（以身份證為準(zhǔn)）；截止日期：2009年4月15日前（以收到郵戳為準(zhǔn)）；主辦方對參與者寄來的照片等相關(guān)資料不予寄回，請參與者自行留底。（活動最終解釋權(quán)歸惠氏制藥有限公司所有）廣告與公關(guān)資源整合546吾想樂 上海政立路國權(quán)北路口，晚上7點，白日里一向安靜的小廣場突然“火”了起來，來自附近社區(qū)的居民，不約而同地聚到了這里。隨著“慢三”的旋律人們紛紛開始翩翩起舞，儼然一個熱鬧的“群眾版”舞林大會?！疤娜丝鞓?，連看的人也很快樂。我印象最深的是有兩個老人，天天推著輪椅來看。”72歲的發(fā)起

3、人陳盛福老人介紹道，這個團(tuán)隊已經(jīng)成立1年多，主要以跳交誼舞為主，由于是自發(fā)的組織，所以對舞者沒有任何要求，快樂為主，貴在參與。最高峰時有100多人。至于組合的名字“546”源自于“吾想樂”的諧音?！疤枘苁谷烁械胶椭C-自己和諧了，小家庭也就和諧了-小家庭和諧了，整個社會也就和諧了?！标愂⒏Ｐ闹幸恢庇袎簦骸拔覀円尭嗟闹欣夏昱笥延幸粋€交流的平臺，讓老年人的生活更加豐富多彩?！睆V告與公關(guān)資源整合 哪些中老年人需要“開小灶”？ 最新公布的中國居民營養(yǎng)與健康狀況調(diào)查表明，我國中老年人對于某些元素的攝入量遠(yuǎn)遠(yuǎn)低于推薦水平，特別是維生素A、維生素B2、鈣等遠(yuǎn)遠(yuǎn)低于推薦攝入量標(biāo)準(zhǔn)對于患有心血管疾病的中老年

4、人來說，B族維生素能夠降低血液中一種損傷血管的物質(zhì)；對于糖尿病的中老年患者來說，補(bǔ)充鉻可協(xié)助或增強(qiáng)胰島素作用，釩具有類似胰島素的作用，這些維生素礦物質(zhì)均有助于控制血糖。維生素和礦物質(zhì)的來源以食物為主，故合理膳食、均衡營養(yǎng)非常重要。50歲以后的中老年人，應(yīng)該有針對性地補(bǔ)充維生素礦質(zhì)。于康（北京協(xié)和醫(yī)院營養(yǎng)科副主任醫(yī)師）How to integrate with CRM and research?如何與“客戶關(guān)系管理”調(diào)研互動？Use CRM for PR program recruitment channel and content provider channel Develop questi

5、ons with possible media hook for researchReport media seedingInvolve third party for the authority/awareness of research to increase the media hook我國首次0-3歲嬰幼兒學(xué)能發(fā)展父 母 認(rèn) 知 調(diào) 查“幸福36”夫妻親密指數(shù)Media: Shanghai Morning PostCirculation: 700,000Time: Apr.18,2007Page: D2Size: 2 Full PagesMedia: Beijing Morning P

6、ostCirculation: 600,000Time: Apr.14,2007Page: P15Size: 2,327 wordsHow to integrated with retail?如何與品牌零售店互動Drive traffic to retail through consumer participation PR program 通過消費受眾參與互動公關(guān)活動，吸引顧客光顧品牌零售連鎖店 Use retail space communication for more PR content 利用品牌零售渠道場地傳播活動，創(chuàng)制更多的公關(guān)話題內(nèi)容How to integrated with

7、 online program?如何與線上活動互動Online recruitment for PR consumer program 線上招募引導(dǎo)消費受眾公關(guān)活動Online community to enhance the awareness, create the content and articulate PR program 建立線上社區(qū)強(qiáng)化關(guān)注度，結(jié)合公關(guān)活動創(chuàng)制內(nèi)容Create more traffic to corporate/campaign website with the consumer hook in diversify digital ways How to in

8、tegrate with events?如何與線下活動互動Create a teaser campaign to raise the awareness of the event 創(chuàng)意有趣由頭引發(fā)對活動的關(guān)注度Create online event to integrated with on ground event 創(chuàng)意線上活動以配合實際活動Create media hooks in the rundown of events 配合活動創(chuàng)意媒體話題Invite media to experience the event 邀請媒體現(xiàn)場體驗活動A post-event sustainable c

9、ommunication campaign can be conducted 活動之后可行的傳播Amplification 擴(kuò)展Sponsorship platforms 贊助平臺Entertainment 娛樂Sports 體育 Charity 慈善AmplificationHow to leverage and amplify?Create the concept which can connect the brand and the platformUse integrated power to communicate the conceptLobby media to accept a

10、nd understand the conceptHazeline Black Hair Knot ForBJ 2008 Olympic bid 夏士蓮黑發(fā)迎奧運Case Studies Creativity Hazeline brand “Black Shinny Hair” promotion Background 1999, Hazeline brand launched a black hair product called “Black Sesame” , “Making Hair Black and Shiny” was one of the brand key essence.

11、Start from 2000, more sesame concept products presented in market. Hazeline brand index of “Black Shinny Hair” was declining. In 2001, Hazeline launched a new products of long hair ginseng shampoo with TVC support An innovative communication campaign was required to increase brand “Black Shinny Hair

12、” index. Black Hair Chinese. Hazeline - A brand representing shiny black hair. BJ 2008 Olympic Bid - the biggest event for all black hair persons in 2001 A thread of hair（一縷黑發(fā)） mean of commitment for Chinese person Hazeline Black Hair Knot for BJ 2008 Olympic Bid. PR Strategic 公關(guān)策略Reinforced Hazelin

13、es brand image via emotional bonding with BJ 2008 Olympic bid, largely promoted both its branding and sales. The collected threads were put together to form 5 huge circles which represented a national supporting for the “BJ 2008 Olympic Bid”. Worked with National China Women Federation (全國婦聯(lián)）and 6 l

14、ocal Federations More than 60,000 people donated their hair. Celebrities ( movie stars and Olympic champions) participated in the event and donated their hair. A special web-site was created for the campaign. Comprehensive media exposure nationwide generated more than RMB 30 million in advertising v

15、alue. Program Highlight Event Highlights Event Highlights Media Coverage Media Coverage Media Coverage Media CoverageThis case achieved international acclaim for the“Hazeline Black Hair Knot for Beijing 2008 Olympic Bid ” campaign andawarded an international PR “Silver Award” Mercury Awards 口碑營銷，顛覆傳

16、統(tǒng)廣告 廣告再精準(zhǔn)再細(xì)分，依然是“廣而告之”， 是“你聽我說”的單向傳播。 口碑營銷則，話語權(quán)不是掌握在廣告主手里，而扎根于“草根” 在眼球經(jīng)濟(jì)時代，你只需要控制網(wǎng)民的鼠標(biāo)； 在體驗經(jīng)濟(jì)時代，你得掌握他們的鍵盤那代表口碑！口碑營銷，話語權(quán)不掌握在廣告主手里，而是扎根于“草根” 公關(guān)活動術(shù)語1. 新產(chǎn)品上市 （New Product Launch)2. 冠名贊助 （Title Sponsor )3. 社區(qū)慈善公益活動 （Social Charity Activities ) 4. 新聞發(fā)布會 （Press Conference)5. 媒體專訪 （ Media One-on-one interview)6. 簽約儀式 （Signing Ceremony )7. 紀(jì)念/慶典儀式 （Anniversary Ceremony )8. 危機(jī)管理 （Crisis Management )9. 政府游說 （Government Lobby ) 活動實施 航天太空倉返地球本身是一個極受關(guān)注的 事情，而免費塔可鐘又取決于飛船是否落 中目標(biāo)，由于結(jié)果的無法預(yù)知