2018 PR RETAINER PROPOSAL
1st draft by 13th Dec, 2017
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INDEX
OUR INSIGHT OUR OBJECTIVES OUR STRATEGY COMMUNICATION CALENDAR & COLLABORATION MONTHLY KPI TEAM STRUCTURE ESTIMATE QUOTATION
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Assets
OUR INSIGHT
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BRAND SPIRIT
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BRAND KEY WORDS AUTHENTIC
DARING CREATIVE RISK-TAKER
CONFIDENT
ACTIVE
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TARGET CONSUMER
Trend-conscious students Early work force entrants Style plus functional and budgetary needs Gender: 55% Male, 45% Female Age: 16 - 27 Max willing to spend: RMB 700 Psychologic: Open-minded Sophisticated Tend to be different Interested in fashion, music, sport association Care for sound quality, design, and easy operation
Demographic
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COMPETITOR RESEARCH
COMPETITOR HIGHLIGHTS
迪丽热巴 Celerity Coop
Collaboration
Kris Wu
Higher Brothers
张嘉倪
张俪
Beats × Line Friends
BOSE × AUDI
Sony × Crypton Future Media
Monster × adidas Original
ALROCCO
Tizzy T
李荣浩
Bose
Beats
SONY
Monster
OUR CHALLENGE
1. Competitive earphone market in China 2. Limited exposure on traditional and new media platform
LACK OF BRAND AWARENESS IN CHINA
OUR OBJECTIVES
PR OBJECTIVES
To become a beacon for Chinese INDIE CULTURE
Enlarge audience pool to build up HIGH BRAND AWARENESS
Driving LONG-TERM GROWTH FOR THE BUSINESS on e-commerce
OUR STRATEGY
IF SKULLCANDY WAS A PERSON HE IS CULTURALLY KNOWLEDGABLE AND INSIGHTFUL ON THE TRENDS
OUR PR STRATEGY
Core
Mass
Go DEEPER on CORE to keep brand authenticity
Go WIDER on MASS to be the brand’s megaphone