文档介绍：Crest10thAnniversary PRCampaignProposalPreparedbyWeberShandwickBeijingThebrief Objectives Strategies TargetAudiences Theme KeyMessages ProgramOutline Programs BudgetPreparedbyWeberShandwickBeijingIndexBriefBrandarchitecturewillbeintroducedinJuly,ordingtothebrandarchitectureMakeabuzzforbrandarchitectureintroductionaswellasCrest10yearanniversaryfromJuly–September,2006EnhanceCrest’simageastheoralcareexpertforChinesepopulationEmphasizetheachievementonpersonaloralcareeducationforChineseinpast10yearsObjectivesIntroduceCrestbrandarchitectureandfurtherembedCrest’simageastheoralcareexpertAgitatetheawarenessofCrest10years’contributiontoChineseoralhealthimprovementStrategiesReinforceCrest’simageastheoralcareexpertbyeducatingconsumerswithtangible“brandarchitecture”municationplatformsEngageinfluencersandstakeholderstofurtherstrengthenCrest’sprofessionaloralcareimageBrandarchitectureembeddingEducateEngageExciteAdoptPUSH:ConsumerinvolvementcampaignPULL:BrandarchitecturedisplayStrategicApproachUserTrialSpectatorAwarenessAdvocator