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1、Proposal on PR Communication Feb Dec 2007,Part I: Overview Part II: Case on Single Product (Selected: Freestyle) Part III: Project on “Rbk Women” Part IV: Year-Round Retainer Service Part V: Media List Part VI: Service Team and Estimated Professional Fees,Table of Contents,Part I: Overview,Share an
2、idea on scope by different types of service Introduce our approach on Media PR service,Enhance effective communication in China market for Rbk Through creating more communication touch points, we wish to build up more business possibilities in china market expansion for Rbk,Our Goal,Overview,Scope b
3、y Types of Services,Single Product,“Rbk Women” Series,Year-Round Retainer,Freestyle 25th Anniversary,+ PRODUCT: Scarlett, Stockholm and Snow + OVERALL: “Rbk Women”,+ PRODUCT: Rbk Men + EVENT: Rbk Event Involvement + OVERALL: Rbk Brand and Concepts,Media PR: Planning, Execution & Monitoring,Sample Ph
4、oto-Shooting Management,Competitive Media Monitoring,Rbk Media Club Management,Overview,Multi-Perspective Press Stories & Multi-Angle Communication,Press stories in different styles and angles (for different pages) about the brand and the products,Print Media Shooting,Mass Media,Weekly,Magazine,DM M
5、agazine,Fashion Magazine,Online,Media PR: General Approach,Overview,(different types),Professional Sports Media and Sports Page of Mass Media,Focus on the young Adopt more interactive type of approach with prompt information delivery,For selected products Put more emphasis on performance side of Rbk
6、 products and recommend them to readers from a professional perspective,Online,Overview,Throughout the whole process of media PR communication Work with editors closely to release Rbk fashion trend and hot topics in timely and varied manner,Mass Media, Fashion Magazine & Weekly Consumer Type,Media P
7、R: Emphasis by Types of Media,Management Magazine,Corporate-level communication Deliver messages mostly to existing and potential business partners and focus on strategy discussion,Overview,We will require basic materials from client and prepare stories from different angles Stories will be released
8、 in relevant manner according to different media types / pages / focus,Media PR: Press Angles,Part II: Case on Single Product (Selected Product: FREESTYLE),Take mass media as main media communication channel Create hype and “buying impulse”,Media Freestyles legend in 80s Waiting in lines for Rbk fre
9、estyle Anniversary in Tokyo and other cities Local Rbk fans feature (famous DJ/shoes collectorfamous star in China 80s) Possible Rbk Supporting Event FREESTYLE Exhibition Flagship Store (posters of big stars wearing classic styles) Online women sports shoes collection exhibition,Case on Single Produ
10、ct: Freestyle,“Sensationalization”,Waiting in lines for Rbk freestyle limited edition in Shanghai and Beijing,Creating Hype and “Buying Impulse”,Case on Single Product: Freestyle,1st Wave: Warm Up,2nd Wave: Highlight,3rd Wave: Deepening the Brand Understanding,Start with the new products releasing d
11、ay, focus on the hot spot of chasing buying Cooperate with TV media, reporting the buying impulse,Announce limited edition of 25th anniversary Stress on the classic, fashion and historical value Build up the “buying tendency” in advance,Lasting media exposure of limited edition shoes introduction an
12、d recommendation,Media Coverage All Through （No less than 40 media 50 exposure In Beijing and Shanghai respectively）,Implementation Plan,Case on Single Product: Freestyle,Article Angles Planning,Case on Single Product: Freestyle,Part III: Project on “Rbk Women”,Take consumer media as main communicat
13、ion channel Focus on all the women products and Rbk brand image,Core of Media Communication,Project on “Rbk Women”,Media Rbk women series products specially designed for fashion female Four series bounded a perfect woman Possible Rbk Supporting Event Cooperate with Sweden embassy to hold a cultural
14、exchange event. Softly expose Rbk Stockholm series women products,Media Coverage All Through (Feb-Dec) （No less than 80 media120 exposure）,Project on “Rbk Women”,Implementation Plan,Scarlett Hearts Rbk Stockholm Snow Freestyle,Press stories in different styles and angles (for different pages) about
15、the brand and the products,Print Media Shooting,Mass Media,Weekly,Magazine,DM Magazine,Fashion Magazine,Online,(different types),Article Angles Planning,Project on “Rbk Women”,Part IV: Year-Round Retainer Service,Take fashion media as main media channel Focus on Rbk brand image communication,Core of
16、 Communication,Year-Round Retainer Media PR Service,Year-Round Retainer Media PR Service,Establish Rbk Media Club,Inviting senior journalists and comment speakers from professional fashion and sports media, and New Voice to join in the “Rbk Media Club”, so that communicate regularly Keep updating media list by location/media type/column/page Regularly disseminating products and events information by E-mail to media Regularly distributing corporate updates b
