Case analysis of public relations and marketing?

The provincial health directors, the municipal health directors, Mr. Lin Jinxing, general manager of Guangzhou Colgate-Palmolive Company, and other leaders attended the event and interspersed the provincial activities with theatrical performances. After the ceremony, large-scale free clinics, expert consultations, and promotional material distribution activities were arranged, which were comprehensively carried out in squares, streets, kindergartens, and field ridges.

3. "Oral Health Smile Project - 2001 Western Tour" Beijing Triumph Celebration Ceremony

*Specially designed and produced including the promotional results of activities in 5 western provinces, the company's 10th anniversary achievements in China, etc. 7 exhibition boards were used for publicity

*Specially, the triumphal celebration ceremony was held at the auditorium of the Ministry of Health in Beijing, and guests of the launch ceremony were again invited to participate in the ceremony.

*Specially designed during the event There are three highlights. The first is that a representative of Western children was arranged to read aloud on the spot to convey the voice of all Western children who receive oral health education; the second was that Vice Minister Yin and Mr. Fang lit up a large vertical "Colgate Smile". "Round Card". On the front is a map of the provinces where this activity will take place and where the company will carry out activities in 2002. On the back is a beautiful smiling face; on the third is Vice Minister Yin and Mr. Fang presenting to representatives of the five western provinces Award success medals

4. Invite reporters from nearly 40 newspapers, magazines, and TV stations in Beijing to attend the press conference of the celebration ceremony

Project evaluation

*According to preliminary statistics, the entire process The event *** organized more than 30 oral health education lectures with a total audience of more than 6,000, and more than 300 dentists provided consultations and free clinics, which directly benefited 300,000 people every month. People's correct understanding of oral health care has increased significantly in the areas visited by the "Western Tour", and their understanding of daily oral care products has also improved significantly.

*This event was widely publicized and reported by nearly 100 news agencies including Xinhua News Agency, CCTV and important local media, covering hundreds of millions of people. The image of Colgate-Palmolive, an expert in oral care, has gradually been established, shaping the image of Colgate as an excellent company that promotes China's oral health care industry to achieve perfection.

2. Case Analysis - Some understandings of this public relations activity

The public relations theme of Colgate-Palmolive Company in establishing its corporate image in China is very professional and focused: unremittingly Promote children's oral health education, carry out mass oral health promotion and support professional oral medicine research. Through investigation and research, the company grasped the theme of the "Western Development" and planned this large-scale social event, so that the original public relations elements found a new carrier, new form, new object, and new space, which is a continuous The theme of public relations activities in the past 10 years has been innovative, extended to the new millennium and given new era characteristics, and established a corporate image of an "oral care expert" with a century-old history.

The main successes of this public relations activity are:

1. Taking advantage of the situation to build momentum.

Leveraging on the momentum of the "Western Development", it highlighted the social significance of the "Western Journey" activity, reduced commercial publicity, and promoted Colgate's corporate image as an "oral care expert", successfully attracting media reports and attracting caught the public eye. Taking advantage of the urgent need to raise oral health awareness and high-quality, full-effect oral care products in the old, minority, border and poor areas in western China, we will cultivate and develop potential consumer groups for Colgate.

2. Effective utilization of upper routes.

The company has effectively won the support of the government and authoritative institutions for the event, raising the event to the national level, which is the key to the success of the event. The company has obtained the support of the Ministry of Health through three authoritative professional organizations: the Chinese Association of Preventive Medicine, the National Dental Prevention Group and the Chinese Stomatological Association. The Disease Department of the Ministry of Health has coordinated with the health departments of the western provinces to effectively assist and ensure this. The event went smoothly. In particular, the event started in the auditorium of the National Ministry of Health in Beijing, and ended with a triumphal celebration ceremony at the Ministry of Health. The Vice Minister of Health and the leaders of the three major associations attended in person, which was very grand.

3. Application of technical skills.

Carefully design the props and special programs of the public relations activities, forming the highlights and characteristics of the activities.

For example, at the launch ceremony, government officials and company general manager *** jointly issued "Smile Cards" to representatives of the health departments of the five western provinces; and the lighting ceremony illuminated the backdrop of the five western provinces.

The corporate image must maintain a relatively stable style and line, but must continue to innovate. Colgate's "Go West" uses old themes to compose a new melody, giving us a useful inspiration.

This public relations activity should be considered relatively successful, but if the project planning was done by me, I would add two points:

1. Use public relations advertising to promote this " "Travel to the West" campaign

Responsive advertisements will be inserted before the news broadcasts on CCTV and local stations in the five western provinces to promote the public's awareness of oral health care and promote the western development strategy, thereby attracting the public's attention to the company during this period Generate goodwill and trust and promote the company's image.

2. Choose the angle of target media reporting

News media always try their best to search for exclusive news. By providing various media with different press releases targeted at their specific audience interests, the company has Get more coverage with a simple public release [This article comes from the original link of Effective Marketing: .com/article/2007/162654_2.shtml