방림원 홍보프로모션 제안서
TRANSCRIPT
1
, 10 33 ,
8 (2011) ... (2003.4) (2005.11) (2007.5) (2008.11) (2009.10)8 2011 Turning Point()
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1 , 2 3 , , , 4 , 5 , , 6 , ,7 , 8 , , 9 10 , , , , 11 , , , 12
spring
summer
autumn
winter , 40 .
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GOAL
7
, [ ] ,
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, Target
Difference
Impact Item
Impact
Incentive
Professional ,
Target1 : 800 : 4%
: :
(2010. 07 ~ 2011. 06). (:), Target , ()() 50,71350,773101,4867,689,0037,802,28315,491,2862,5972,5965,193328,595320,747649,34253,31053,369106,6798,017,5988,123,03016,140,628
Target
/ ,
PublicityAdvertising Promotion
1 2 3 Target ,
12
() Key Word Concept Action Plan ()
, Slogan Concept,
Concept Target , !
.. .., , ..
() - Concept
() Brand Identity ,
AdvertisingPromotionPRImage BuildingImage BuildingPositioning Promotion Pull Target Direct Push
!
Attribution Theory (Theme)
12 ? ~ BlendIdentity
PR Teaser USP Promotion / IMC
Relationship Marketing Image Building (Push)Positioning(Pull) , , ,
MINDMAPFACTMINDPre PositioningPositioningUtilizing
1 2 3USP 2011.9 ~2011.10 ~2013.1 ~ Teasing PointImage Building Point Selling Point ( ) Target Segment , ,
() ,
2011.92012.62012.12012.3
123412
Pre Positioning PR PR Promotion
Positioning
Target PR Promotion
Utilizing Promotion PR Promotion
Direct Communication
. 2012
, - Made in Peoples! [ Event]On Line ( , , , ) 2011 8 ~ 2011 9 - - , CI, , ( : Visual + )-
Theme Parade - - ~ (8.5Km) / ~ (18Km) - 2011 9 8 ()- .- , , , , ,
- - - 2011 9 8 11- , VIP , ,
- - - 2011 9 8 12 VIP VIP ( ) 2012 1 ( ) ( )
Package Tour!! - ( ) - 2011 9, 10, 11 - (, ,,,) - - Bang Lim Package Tour - Package Tour Bus
() - - 2011 9 8 ( ) - 1 4 - - - -
! - ( ) - ~ ( 19km ) - 2011 9 ( ) - ~! 14 - Main 2011 Pre , , , - Full 19Km -
/ Promotion- - 2011 10 ~ 12 Character Rally - () & - ( ) - () - ( ) - (,,) - ( & )
Promotion- - 2011 9 ~ 2011 12- ( )
Promotion- - 2011 9 ~ 2011 12
, ,
- , , - 2011 9 ~ 2012 9( 1 / 5)
Media Media :
[][][ ]
,
1
( )
2
2010
3
( ) ()
[ ]100,000,000[ ]10,000,000[Package Tour]60,000,000[ ] [ ] 50,000,000[/ ]40,000,000
280,000,000308,000,000( ) (V.A.T) , [ ]100,000,000(/ )( )[ ]10,000,000[ ]10,000,000