留学生作业 营销传播策划
Public Relations Strategy公共关系战略
For Mobile Softee, it is advantageous that they have been preserving their fine image and reputation throughout 45 years, whereas the reserved image is deemed enigmatic by 70% of our interviewees for its low exposure to the public and less interactivity among them. To manage and influence public perceptions, it is important for Mobile Softee to engage consumers in more dialogue, to champion their causes, and to espouse their values ---all to forge a stronger relationship between the Mobile Softee and the consumers. 管理和影响公众的看法，这是吸引更多消费者的关键。这是消费者支持他们的原因，并且拥护他们的价值观---所有的的移动和消费者之间建立更强有力的关系。
As a support to other marketing efforts, we intend to integrate acceptable public relations elements into several advertising procedures. To extend the impacts, SNS and online forums such as Facebook, Twitter, Discuss.hk, OpenRice, etc. are practical platforms to release related information, create mutual communication, motivate interactive events etc. According to the research of City University of Hong Kong, average penetration of Internet in citizens aged 18 to 40 arrived 92.8% in April, 2008. We hold the wide coverage is undoubtedly beneficial to our campaign to propel “Buzz” effect, so this part is going to commence at the beginning and to be operated throughout the one-year campaign. Apart from the creative aspects, it is also a valuable tactic to infer our merits and defects so that we could make adjustments for further development. 除了在创意方面的不足，它也是一个宝贵的手法来推断我们的优点和缺陷，使我们可以进行进一步发展和调整。
For tourists, especially mainland Chinese aged 20 to 40, searching for interesting tourism information online before travelling in Hong Kong is acknowledged as “assignment”. Since Kaixin001, Renren, Sina Microblog, Dianping, C-Trip and others are with high popularity, it is also necessary to provide some revised information or activities in these online communities. 由于开心网，人人网，新浪微博，大众点评，C-TRIP等媒体具有较高的知名度，因此在这些网上社区还需要提供一些修改过的信息或活动。However, cooperation with Hong Kong Tourism Board (HKTB) should also be taken into our agenda in November, 2011, before the tourism peak of Christmas season. This could help consolidate the accountable and friendly image of Mobile Softee as well as bring more trading opportunities to cooperate with other local brands since no tourist would like to try anything unfavorable among the local people.
Starting from early August this year, we think it is time to organize the three-month design contest of Mobile Softee logo and van before the couponing promotion. Since the winners will be applied to later promotions, it is not merely aimed at intensifying participation or interactivity, but also at raising the efficiency of coupons. As we have mentioned in sales promotions strategy, the contest is to be taken both online and offline so as to target at not only the young generation but also the reminiscent to reinforce brand image. However, with the coming design of logo and vans, there are some foreseeable changes for the brand image. To reserve its classic identity with certain novelty, we would also like to deliver a lively local image to the public.要保留它经典的身份并且具有一定的新颖性，我们还要向公众提供更加多姿多彩的形象。
We thus expect the public relations elements would best function in a complementary way to the advertising and sales promotions. It is nevertheless a decisive part to build a firm relationship with our consumers. With the help of public relations, it becomes a complete and integrated campaign.留学生作业 营销传播策划
Campaign Evaluation广告成效评估
Evaluation should be a measurement for managers to access the campaign with integrated procedures. For their decision making from every perspective, the evaluation would also help distribution of limited capital on the most efficient cost. 从各个角度对于他们的决策进行评价，这也会有助于有效的分配有限的资金成本。Besides, evaluation also serves as a direct communication channel between consumers and company, giving the company an integrated insight for the campaign.此外，评估报告还作为公司和消费者之间的直接沟通渠道。
When& What to measure用什么来衡量
The evaluation’s research method varies with the campaign stages. We divided the whole process into 4 different periods basing on chronological basis: I.At the beginning of the creative process; I. In the middle and at the end of the creative process; III. While the advertising is appearing in the media; IV. After the advertising has appeared in the media.
The research at the beginning of the creative process functions as a benchmark for later evaluation, while researches at the second and third stages aim at solving the marketing communication issues and making adjustments.研究开始时的创作过程作为评价的基准，而在第二阶段和第三阶段的目标是研究解决营销传播的问题并进行调整。 The research after the campaign helps to figure out problems in the whole campaign, providing basis for campaign afterwards.
The selected research criteria based on the campaign objectives. As we mentioned before, the objectives are: 1.To increase approximately 20% of Mobile Softee’s annual sales by the end of Mar. 2012; 2.To rebuild a current image and to establish top-of-mind awareness in 70% of reminiscent generation; 3.To build brand recognition and to form emotional connection with 80% of new generation; 4.To input a concept of local experience in 80% of tourists.
The campaign will also be evaluated by quantitative and qualitative researches, i.e. sales statistics and questionnaires. We could normally speculate the campaign’s success or failure via sales growth or decline. Questionnaires, as the qualitative criteria, convey information of consumers’ recognition standard, brand awareness and other psychological attributes.
Ⅰ. At the beginning of the creative process: Conceptual testing (Questionnaire)
Purpose: To provide basic marketing information and a benchmark for planners.留学生作业 营销传播策划
Execution: The questionnaire, applying stratified clustered random sampling, would be distributed to 14 Mobile Softee regions where the vans often make business. For the budget constricts, 2,000 questionnaires will distributed per month. The research introduced the criteria like product name, slogans, campaign theme, advertising claims or promises focusing on the target’s awareness. This stage will last 4 weeks at the beginning of creative work. (See sample questionnaire in Appendix)
Limitation: Costly: this kind of method costs time and expenditure.
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