公关概述与经典案例-3.ppt

惠氏善存银片“梦之队”圆梦计划 广告与公关资源整合 Case Studies广告与公关资源整合“梦之队”与你共同圆梦 本报联合善存银片为中老年团体圆梦善存银片圆梦活动开展一周以来，得到了广大中老年团体的热烈 回应，纷纷来信与我们分享自己的梦想故事从即日起，中老年“ 梦之队”火热报名中！一、活动参与方法：1.请将团队的梦想及相关作品，并附上您所在的城市、姓名、 性别、出生年月及联系方式等个人详细资料，一起邮寄至：上海市 威海路755号新民晚报《生活之友》圆梦小组收，邮编：2000412.您还可以通过电子邮件的形式，将以上材料发送至： centrum_2009@二、奖项设置圆梦奖（1名）：圆梦基金5000元佳作奖（4名）：精美健康运动礼包1个（内含羽毛球、乒乓球 各一副、运动水壶等）三、活动细则说明活动对象：年满50周岁的中国公民（以身份证为准）；截止日期：2009年4月15日前（以收到邮戳为准）；主办方对参与者寄来的照片等相关资料不予寄回，请参与者自 行留底活动最终解释权归惠氏制药有限公司所有）广告与公关资源整合546——吾想乐上海政立路国权北路口，晚上7点，白日里一向安静的 小广场突然“火”了起来，来自附近社区的居民，不约而 同地聚到了这里。

随着“慢三”的旋律人们纷纷开始翩翩 起舞，俨然一个热闹的“群众版”舞林大会跳的人快乐 ，连看的人也很快乐我印象最深的是有两个老人，天 天推着轮椅来看 72岁的发起人陈盛福老人介绍道，这 个团队已经成立1年多，主要以跳交谊舞为主，由于是自 发的组织，所以对舞者没有任何要求，快乐为主，贵在 参与最高峰时有100多人至于组合的名字“546”源自 于“吾想乐”的谐音跳舞能使人感到和谐--自己和谐了，小家庭也就和 谐了--小家庭和谐了，整个社会也就和谐了陈盛福心 中一直有梦：“我们要让更多的中老年朋友有一个交流的 平台，让老年人的生活更加丰富多彩 广告与公关资源整合哪些中老年人需要“ 开小灶”？最新公布的《中国居民营养与健康状况调查》表明，我国中老年人对于某些元素的摄入量远远低于推荐 水平，特别是维生素A、维生素B2、钙等远远低于推荐 摄入量标准——对于患有心血管疾病的中老年人来说 ，B族维生素能够降低血液中一种损伤血管的物质；对 于糖尿病的中老年患者来说，补充铬可协助或增强胰 岛素作用，钒具有类似胰岛素的作用，这些维生素矿 物质均有助于控制血糖 维生素和矿物质的来源以食物为主，故合理膳食 、均衡营养非常重要。

50岁以后的中老年人，应该有 针对性地补充维生素矿质于康 （北京协和医院营养科副主任医师）How to integrate with CRM and research? 如何与“客户关系管理”＋调研互动？tUse CRM for PR program recruitment channel and content provider channel tDevelop questions with possible media hook for researchtReport media seedingtInvolve third party for the authority/awareness of research to increase the media hook我国首次0-3岁婴幼儿学能发展 父 母 认 知 调 查“幸福36”夫妻亲密指数tMedia: Youth DailytCirculation: 600,000tTime: Mar.7, 2007tPage: C07tSize: Half PagetMedia: Yangcheng Evening NewspapertCirculation: 1,300,000tTime: Apr.17,2007tPage: C3tSize: 2,761 wordsCase StudytMedia: Shanghai Morning Post tCirculation: 700,000 tTime: Apr.18,2007 tPage: D2tSize: 2 Full PagestMedia: Beijing Morning Post tCirculation: 600,000 tTime: Apr.14,2007 tPage: P15tSize: 2,327 wordstMedia: Du Shi Kuai BaotCirculation: 600,000tTime: Apr.12,2007tPage: P70tSize: 1,408 wordstHyperlink: t近一半中年夫妻遭遇ED困扰Media: Du Shi Kuai Bao Circulation: 600,000 Time: Apr.12,2007 Page: P70 Size: 1,408 words Hyperlink: 近一半中年夫妻遭遇ED困扰How to integrated with retail? 如何与品牌零售店互动tDrive traffic to retail through consumer participation PR program通过消费受众参与互动公关活动，吸引顾客光顾品牌零售连锁店t Use retail space communication for more PR content 利用品牌零售渠道场地传播活动，创制更多的公关话题内容How to integrated with online program? 如何与线上活动互动tOnline recruitment for PR consumer program 线上招募引导消费受众公关活动tOnline community to enhance the awareness, create the content and articulate PR program 建立线上社区强化关注度，结合公关活动创制内容tCreate more traffic to corporate/campaign website with the consumer hook in diversify digital ways How to integrate with events? 如何与线下活动互动tCreate a teaser campaign to raise the awareness of the event 创意有趣由头引发对活动的关注度tCreate online event to integrated with on ground event 创意线上活动以配合实际活动tCreate media hooks in the rundown of events 配合活动创意媒体话题tInvite media to experience the event 邀请媒体现场体验活动tA post-event sustainable communication campaign can be conducted 活动之后可行的传播Amplification Amplification 扩展Sponsorship platforms 赞助平台Entertainment 娱乐Sports 体育 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 and understand the conceptCases Study 公关案例Hazeline Black Hair Knot For BJ 2008 Olympic bid 夏士莲黑发迎奥运Case StudiesCreativityÜ Hazeline brandÜ “Black Shinny Hair” promotionBackgroundØ 1999, Hazeline brand launched a black hair product called “Black Sesame” , “Making Hair Black and Shiny” was one of the brand key essence.Ø Start from 2000, more sesame concept products presented in market. Hazeline brand index of “Black Shinny Hair” was declining.Ø In 2001, Hazeline launched a new products of long hair ginseng shampoo with TVC supportØ An innovative communication campaign was required to increase brand “Black Shinny Hair” index.Ü Black Hair – Chinese.Ü Hazeline -- A brand representing shiny black hair.Ü BJ 2008 Olympic Bid -- the biggest event for all black hair persons in 2001 A thread of hair（一缕黑发） mean of commitment for Chinese personHazeline Black Hair Knot for BJ 2008 Olympic Bid.PR Strategic 公关策略Reinforced Hazeline’s brand image via emotional bonding with BJ 2008 Olympic bid, largely promoted both its branding and sales.Ü The collected threads were put together to form 5 huge circles which represented a national supporting for the “BJ 2008 Olympic Bid”.Ü Worked with National China Women Federation (全国妇联）and 6 local FederationsÜ More than 60,000 people donated their hair.Ü Celebrities ( movie stars and Olympic champions) participated in the event and donated their hair.Ü A special web-site was created for the campaign.Ü Comprehensive media exposure nationwide generated more than RMB 30 million in advertising value. Program High。