文档介绍：Crest10thAnniversaryPRCampaignProposalPreparedbyWeberShandwickBeijingThebriefObjectivesStrategiesTargetAudiencesThemeKeyMessagesProgramOutlineProgramsBudgetPreparedbyWeberShandwickBeijingIndexBrief?BrandarchitecturewillbeintroducedinJuly,ordingtothebrandarchitecture?MakeabuzzforbrandarchitectureintroductionaswellasCrest10yearanniversaryfromJuly–September,2006?EnhanceCrest'simageastheoralcareexpertforChinesepopulation?EmphasizetheachievementonpersonaloralcareeducationforChineseinpast10yearsObjectives?IntroduceCrestbrandarchitectureandfurtherembedCrest'simageastheoralcareexpert?AgitatetheawarenessofCrest10years'contributiontoChineseoralhealthimprovementStrategies?ReinforceCrest'simageastheoralcareexpertbyeducatingconsumerswithtangible“brandarchitecture”instruction?municationplatforms?EngageinfluencersandstakeholderstofurtherstrengthenCrest'sprofessionaloralcareimage?BrandarchitectureembeddingEducateEngageExciteAdoptPUSH:ConsumerinvolvementcampaignPULL:BrandarchitecturedisplayStrategicApproachUserTrialSpectatorAwarenessAdvocatorTargetAudiences?Newspapers–General,Lifestyle&Health?TV-News,Health,&Lifestyle?Magazine-Health&Lifestyle?Weekly-GeneralandLifestyle?WebsitesTargetAudiencesStrategicTarget?Influencer:Governmentofficials,Associations,Renowndentists?Consumer:GeneralconsumersMedia