媒体世博沟通推介计划.pptx

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22、$%&(!#=!#$%&!()*!OMNMVOMNMNN!#$%&()*+,-.=!#$%&3233K!#$%&()*#+!#$%&()*+,-./!#$%&(!#$!%&()!#$%&()*+,-./012!#$%&()*+,-.*/01234!#$%&!#$%&!#OMNM!#$%&()*+,-./01!#$!#$%&()!#$!#$%&$!#$%&()*+,-./01*./2!#!#$%&!#$%&()*!#$!#$%!#$%&()*+,-!#!#$%&()*+,!#$%&()*!#$!#$%&!#!#!#$%&!#!EF!#$%&()*!#$%&()*!#$%&!#!#$%&()*+,

23、-.#+/01!#$%&!#!#$%&()!#$%&!OMNM!#$%&()*+,-./!#$%&()*+OMNM!#$%&()*+!#$%&()!#$%&()*+,-./0123#456!#$%!#$%&()*+!#$%!#$OMNM!#$%&34World Expo 2010 ShanghaiChinaCommunication&Promotion Plan(Approved by the Fourth Meeting of Shanghai 2010World Expo OrganizingCommittee)Introduction.1Key ObjectivesMainTasks o

24、fCommunication and PromotionTargetAudience.2TargetAudience:Visitors,Participants,Companies,MediaObjectivesStrategy.5Phased ApproachMessagingIntegrated CommunicationDomestic Communication&Promotion.10ObjectiveAnalysis ofTarget RegionsPhase Factors for Domestic Communication and PromotionPhase Objecti

25、vesDomestic Communication ChannelsDomestic Communication and Promotion PlanOverseas Communication&Promotion.20ObjectiveAnalysis ofOverseas Target MarketAdditional FactorsAffectingOverseas Communication and PromotionPhase ObjectivesOverseas Communication ChannelsOverseas Communication and Promotion P

26、lanTheTimeGap between Domestic and Overseas PromotionEvaluation.31ObjectiveFrequency and Focuses of Different PhasesOrganization of Expo 2010.32Expo 2010 Publicity/Media Relations LeadershipTeamExpo 2010 Activity Promotion LeadershipTeamExpo 2010Tourism Promotion Leadership TeamConclusion.33Contents

27、1.IntroductionKey ObjectivesThe objectives of Expo 2010 support the ambition set forth in the registration document:Attracting 200 participants from all over the worldAttracting 70 million visitors from all over the worldAttracting 25 global partners and sponsorsMainTasks of Communication&PromotionT

28、he main tasks of communication&promotion are to attract visitors,participants,globalpartners&sponsors,which include:Promoting Expo values&theme values;Promoting Chinese values,and supporting theChinese government to set up the image ofChina in the 21st century;Adapting the strategy and execution pla

29、ns to different national and international audiences,targets and phases;Achieving a record number of visitors and participants,obtaining maximum awareness andintention to visit Expo 2010 on a global scale.1OverseasDomesticCurrentAwarenessVisitorsResut of Expo 2010Visitor Intention Survey across 9 co

30、untries and regions in 2004 by ACNeilson:2.TargetAudienceThe target audience are as follows:Visitors(Domestic,Overseas);Participants(Domestic,Overseas);Companies(Domestic brands,Global brands);Media(Domestic,Overseas);The success of the Expo depends on the number of visitors,the quality of participa

31、tion,the performance of the services on the site,and the quality of coverage by the media.Thecommunicationplantargetsallofthefactorsthatcontributetocreatingthissuccess.2Awareness:Almost 99.7%in Shanghai,and close to 71.6%in Jiangsu Provinceand Zhejiang Province.The awareness of other areas varies,wi

32、th a general rangebetween 66%and 69%;Intention to visit:44.2%of domestic respondents showed an interest in visitingExpo 2010.Awareness:Thegeneralawarenessis17%,amongwhichGermany,ChinasTaiwanand France boast relatively higher rates of 33%,30%and 25%respectively;Intention to visit:30%of overseas respo

33、ndents expressed their intention tovisit Expo 2010.Resut of ExpoVisitor Intention Survey across 46 cities inChina in 2006 by the State StatisticsBureau:ParticipantsBy 29 June,2007,154 countries and international organizations had confirmed theirparticipation.3CompaniesThe Expo 2010 recruitment of gl

34、obal official partners&sponsors was launched on 14 March,2006 and will be completed by the end of 2007.By May 2007,six companies had signed the contract to be official partners and others areunder negotiation.Media Expo 2010 is better known among domestic media than overseas media;Media coverage is

35、limited both at home and abroad.4TargetAudienceVisitorsObjectives:Improving domestic and overseas awareness of Expo 2010;Increasing domestic and overseas interest and intention to visit;Focusing on increased engagement and adapting the communication plan to the differentneeds of domestic and oversea

36、s audiences.ParticipantsObjectives:Attracting more international participants and promoting cooperation between them;Helping create synergies with all participants through sound communication services;Promoting an educational presentation of high quality content.CompaniesObjectives:Attracting more d

37、omestic and overseas companies;Supporting the development of services and incentives for sponsors and partners;Developing different marketing and communication activities for sponsors and partners,and different plans for domestic and overseas companies.MediaObjectives:Increasing media coverage domes

38、tically and globally;Planning an intensive international media campaign;Establishing a transparent communication platform for journalists.Strategy Based on the demands of different phases and target audiences,the strategy can bedivided into PHASEDAPPROACH&MESSAGING.Setting up integrated communicatio

39、n strategy.PhasedApproach Different phases according to different areas and target audience:Different communication themes in each phase according to the objective and the plannedactivities of that period:5Expo 2010 MessageThe theme of Expo 2010“BetterCity,Better Life”is the firstWorld Expo theme ba

40、sed on the“quality of life in the city”.Therefore the theme must be the core message underlying thecommunication&promotion plan.The message for Expo 2010 must shape the image and also be flexible and adaptable inorder to accommodate:Different phases;Different audiences;The multifaceted nature of the

41、 Expo.Components of the message:6IntegratedCommunicationAsalarge-scaleevent,theWorldExporequiresthatallcommunicationactivitiesbeintegratedand supported by the common platform represented by the“brand”.The“One Brand,OneIdentity”principle consists of consistent messages everywhere and consistent visua

42、lseverywhere.Develop,manage and apply a complete visual identity for Expo 2010:A sharedVisual Identity Guidebook;A visual identity management team.Varied CommunicationChannels Integrating and applying multi-layered and multi-pathed communication channels tomaximize the effects of communication and p

43、romotion.Basedondifferentfeaturesandeffects,thedifferentcommunicationandpromotionchannelscan be summarized as:ActivitiesPRMedia RelationsProduction7The organizer will organize different activities directly or in cooperation with others.Types of activities include:touring road show;cultural and enter

44、tainment show;celebrity promotion;tourism promotion;mascot solicitation and collection;forums and events;Special events:1 or 2 specific events will become highlights for Expo promotion in each phase.These events will integrate different media resources to maximize their impact.The organizer will mak

45、e use of national and international events and venues as platforms forpromoting Expo 2010.Targeted events during which Expo 2010 will be promoted include:otherWorld Expos;famousinternationalconferencesandforums;sports games;media focuses;cultural and entertainment activities;industry activities;holi

46、days and festivals;The media or media package of Expo 2010s communication and promotion will rely on:advertising placement;media reports;special columns;other forms to convey information aboutExpo 2010 in a broad and targeted manner;Media forms include:TV,newspapers,magazines,radio,outdoor media,int

47、ernet and newdigital media.ActivitiesPR8Media RelationsType/ContentMediainformationMediaExpoMagazineWorkProgressInformationNews&ArticlesVisitorsExpoMagazineAllKindsofInformationNews&ArticlesParticipantsExpoMagazineSponsorsExpoMagazinePrintExpo2010BrochureExpo2010PosterExpo2010PosterNewspaper,Magazin

48、eAdsAllTypesofPOSAdsGuidelinesforVisitors.Expo2010BrochureSponsorHandbookSponsorHandbookNewspaper,MagazineAdsAllTypesofPromotionAdsExpo2010BrochureExpo2010HandbookAudio&VideoExpoAdsExpoDocumentaryRecordsExpoAdsTicketPromotionAdsExpoDocumentaryRecordsExpoAdsExpoDocumentaryExpoAdsExpoDocumentaryCommer

49、cialAdsInternetWorkingProgressInformationWebAdsWorkingProgressInformationInternetChatRoom&Forum.WebAdsWorkingProgressInformationWebAdsWorkingProgressInformationWebAdsInformationServiceOthersOtherTypesofAds(RadioAds)BooksSouvenirsOtherTypesofAds(RadioAds)BooksSouvenirsBooksSouvenirsBooksSouvenirsProd

50、uction9Note:Promotion items may be added at any time based on actual situation.Different types of information materials will be developed.DomesticCommunication and PromotionObjective Attracting 70 million visitors among whom domestic visitors account for 95%,or around66.5 million;Attracting as many