방림원 홍보프로모션 제안서

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1

, 10 33 ,

8 (2011) ... (2003.4) (2005.11) (2007.5) (2008.11) (2009.10)8 2011 Turning Point()

,

1 , 2 3 , , , 4 , 5 , , 6 , ,7 , 8 , , 9 10 , , , , 11 , , , 12

spring

summer

autumn

winter , 40 .

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/ /

., , , ,

GOAL

7

, [ ] ,

[ ]

, 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