cum sa creezi o campanie de promovare
DESCRIPTION
prezentare/training sustinut pentru AIESEC in 15 apr. 2010TRANSCRIPT
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Organizarea unei campaniiPR PIE
Problem
Research
Planning (obiective, target, segmentare)
Implementing (canale comm., mesaj, buget)
Evaluating
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ObiectiveSMART
Specific
Measurable
Attainable
Relevant
Time-Sensitive
“Dorim ca la deschiderea evenimentului AIESEC CSR, din data de 20.04.2010, sa avem 300 de studenti prezenti in sala Europa, CCS.”
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TargetCui ma adresez?- Mass-media- Membrilor organizatiei- Partenerilor- Sustinatorilor organizatiei- Investitorilor- Statului Roman - Persoanelor publice- Institutilor publice- Consumatorilor- Categoriilor speciale de public (minoritati)
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Segmentare Geografica / Demografica (Asl Pls)
Psihografica (valori, stil de viata)
Comportamentala / De consum (heavy user, split loyals, shifting loyals, switchers)
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ImplementingCanale comunicare
Publicitate:
TV, radio, ziare, reviste, cinema, panouri stradale, brosuri si fluturasi, internet.
PR:
Participarea la expozitii, puncte de informare, conferinte de presa, comunicate de presa, newsletter intern, internet, promotionale, concurs, neconventional.
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ImplementingBuget
O sponsorizare e valorosa atata timp cat e mai ieftinadecat a cumpara direct reclama.
Vezi rate-card-uri
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ImplementingMesaj campanie
Tema
Logo
Slogan
Mesaj
AIDA
(Attention, Interes, Desire, Action)
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EvaluatingKPI – Key performance indicators
Participanti la eveniment, vizite pe site, rata de click, aparitii in presa etc.
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