文稿教案講稿brandtology

Price

SensitiveOutdoor/

TravelFemale

related

contentsCrossoverOverall

brand

exposure

stillneed

to

bestrengthen.continuous

brandpresencedriving

sales

leadAXATPBrand

Message:

Good

DriverNo.1

car

insurancechoice

f ood

DriversBrand

Image

BuildingCommunication

DirectionDrive

Sale

LeadsBuild

up

an

image

as

the

No.1car

insurance

choice

for“Good

Drivers”

–

GoodProduct

&

Good

PriceDefine

a

Tone

&

Manner

forAXATPConsistent

Art

Direction

for

allimages

of

postsDefine

and

deliver

the

brandmessage

and

story,

but

at

thesame

time

the

content

needto

be

relevant

to

our

TAGenerate

New

LeadorDrive

traffic

to

eCom

storeMain

focus

of

WeiboMain

focus

of

WeChatTodefine

a

wayof

communication,especially

on

Sina

Weibo,

the

way

“he”talk

can

represent

thebrand’s

alityAll

images

to

be

posted

on

social

mediashould

be

inthe

same

or

similar

direction.This

is

not

only

about

the

color

tone,

fonttype,

but

also

about

the

content/message

in

the

imageBuild

up

anAccessibleProfessionalImage

forAXATPDefine

a

Tone

&Manner

for

AXATPConsistent

ArtDirection

for

allimages

of

postsDefine

a

Tone

&Manner

for

AXATPProfessionalKnowledgeableTrustworthyFriendlyA

GoodDriver專(zhuān)業(yè)的知識(shí)淵博可靠友好好“領(lǐng)先”“迅速”“及時(shí)”Excellence

“卓越”LeadingPromptlyTimelyConvenient

“便捷”P(pán)rofessional

“專(zhuān)業(yè)”“保駕護(hù)航”“經(jīng)驗(yàn)豐富”Good

Driver

“好車(chē)主”All-weather“全天候”Calm

&

humble“沉穩(wěn)謙和”Everywhere

“無(wú)處不在”Caring

Service

“服務(wù)貼心”Safe

&

Reliable

“安全可靠”EscortExperiencedBeforeAfterBeforeAfterBeforeAfterConsistent

ArtDirection

for

allimages

of

postsPhotos

which

can

quickly

draw

audience

attention:Clear

theme,

modern/bright

color

tone,

strong

character

of

main

objectDo：DO

NOT：Farfetched

picturePicture

without

refinedmodificationNot ling

anybrand

characters.

Evenwhen

expressing

emotionalcontents,we

c so

use

car

related

pictureAXATPMESSAGE:

GOOD

DRIVERConsumer

Interest Branded

Content

n/ActivityConsumer

InterestBranded

ContentBranded

ContentBranded

ContentBranded

ContentConsumer

InterestConsumer

InterestConsumerInterestCreatively

develop

and

apply

effectivesales

tactic

and

lead

generationprogramto

drivesalesCreatively

identify

and

develop

powerfulamplification

tactic

to

drive

greaterawareness,

to

supportfor

salesGeneratehighernumber

ofleads

anddrive

greatertraffic

toeCom

forAXATPEffectiveTactical/LeadGeneration

ProgramPowerefulAmplicicationMethodEffectiveTactical/LeadGeneration

ProgramPowerefulAmplicicationMethodanization,Eventsand/or

CelebritiesArouse

People’sInterest12Share

your

loveanization,

Eventsand/or

Celebrities1Partner

with

China

Disable a

Foundation

(CDPF).Share

your

loveLOVEShare

your

loveGive

LoveLoveLovesShare

your

loveAre

you

a

good

driver?Are

you

a

good

driver

?Flow

&

DesignProduction

&

TestingItemDescriptionTotal

Cost(RMB)n

Idea,

WireFrame

&

User

FlowDevelopmentEntire n

idea

developmentWire

frame

development

for

WeChat/Weibo

nUser

flow

development

ensuring

smooth

experience

when

users

visit60,000Layout

&

CopyDevelopmentWeChat/Weibo n

creative

layout

&

initial

batch

ofcontentdevelopment

for

n80,000Digital

ProgrammingServer

Setup

for

nHTML5

Programming

(For

Mobile

browsing)User

Interaction

Programming

(Like,

Comment

&

Repost)Integration

with

WeChat/WeiboTracking

Tools

Setup( ytics

&Baidu

ytics)200,000Reportingn

Performance

ReviewNo.

ofvisitsQuality

of

traffic

(Bounce

rate,

time

duration

spent

&etc)User

InteractionConclusion,

Findings

&

mendation25,000Total

Cost

including

6.8%

VAT

tax389,820Item6-month

Social

Media

Brand

Audit

Service(Nov

17,

2014

–

Dec

31,

2014)ChinaData

&

ToolSubject

(e.g.

studied

brands)Upto

10ChannelUp

to

1,000Rechecked

Posts(Random

Sapling

by ysts

to

ensure

data

relevancy

and

sentimentaccuracy)1,000Dashboard

logins2Monthly

Rate

forscope

aboveRMB

20,000

*

2Insight

ReportBrand

Audit

Report

(per

report)on

overall

industry

digital

landsc ,

AXATP

and

competitor

nsummary

to

support

detailed

social

marketing

strategy

and

planningRMB

50,000

*

1SetupOne-off

Setup

CostRMB

15,000Sub-totalRMB105,000TotalIncluding

6.82%

Business

Tax

(VAT,

6%

is

deductible)RMB

112,161JANFEBMARAPRMAYJUNJULAUGSEPOCTNOVDECBrand

Marketing

Plan/Festival/Holiday/Big

eventNew

YearChineseNew

YearLanternFestivalF1ShanghaiMother’sDayFather’sDaySummervacationChineseValentine’s

DayMid-AutumnFestival(3-dayholiday)NationalDay(7-dayholiday)DoubleEleventhDayChristmasn

Theme/Direction/TopicQuizgame

towin

somebonus“AXATPescortsyouhome”LanternRiddlesgame“Highwayis

not

aracingcircuit”“Driveyour

mumtoaromanticdinner”“A

carinsurancewould

bean

idealgift”“Drivesafe,

playhard”“Only

agooddriver

can

win

agirl’s

heart“Family

isthe

mostimportant”Uploadyourdestinationpicturesto

win

gifts“Gooddealonce

ayear”“Decorateyourcar”nItemDescriptionUnit

Cost

(RMB)Total

Cost(RMB)Sina

Weibo&WeChatStrategyPlanningChannel

Strategy

DevelopmentDevelop

social

media

communications

strategy

in

linewith

overall

marketingcalendarA

regular

strategic

discussion

with

AXATP

team

per

month,creative

thought

andprovide

communication

strategy

and

solutions.

Participants

includingStrategyDirector,

Creativedirector,

as

well

as

the

Project

leaderQuarterly/Monthly

Content

Calendar

Setup25,000

permonth300,000SocialPlatformRetainerImages, &

Copy

Collection,

Arrangement

&

Uploads

from

AXATP

team

orsocial

platformsSina

Weibo

Copy

Development

(Up

to

75

tweets

with

at

most140

words

eachmonth)Sina

Weibo

Background

Graphic

Development

&

Updates

(Up

to

2

times

eachmonth)WeChat

Copy

Development

(Up

to10

articles

with

text

&

graphics

ea

onth)includingPush

Message

to

Fan

GroupWeChat

Keyword

Auto

Response

Updates

(Up

to

10

updates

ea

onth)50,000

permonth600,000SocialPlatformReporting

&MonitoringReportingWeekly

report

(Account

performance

&

Competitor

Performance)Monthly

Social

Media

Report

( tative)

with

Findings

&

mendationEngagementEngagement

hour

–

Monday

to

Friday,

9am

to

6pm

(Except

public

holiday)Urgent

Case

Handling

–

If

some

urgent

cases

happen,

our

account

servicing

team

willbe

standing

by

for

assistance

within

12

hours

after

the

incidentInteract

with

users

–

Respond

to

user’s

comments

within2

hours

during

theengagement

hours

(If

some

special

case

happens,will

alert

client

within

2

hoursinstead

of

respondingto

the