sctv + starworld + national geographic channel - roadshow & activation_báo cáo hiệu quả...
TRANSCRIPT
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Phi hp thc hin:
- Cng ty Truyn hnh Cp Saigontourist - SCTV
- Knh Truyn hnh HD gii tr tng hp STAR World v knh truyn hnh HD
National Geographic Channel
- Cng ty TNHH T Vn Gii Php Truyn Thng Thng Hiu Vit Nam - iLIGHTIS
STAR WORLD NATIONAL GEOGRAPHIC CHANNEL
NG HNH CNG SCTV
MT TH GII GII TR A SC MU
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NI DUNG XUT
1/ K HOCH CHNG TRNH
2/ THC T CHNG TRNH
3/ NH GI KT QU CHNG TRNH
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K HOCH
CHNG TRNH
-
V chng trnh RoadShow SCTV-SW HD-NGC HD:
Nm trong chin lc truyn thng tng th ca SCTV
L s phi kt hp thc hin gia i SCTV vi 02 Knh truyn hnh HD l SW HD & NGC HD
Mc ch:
Chng trnh gip Qung b hnh nh, tng nhn bit hnh nh thng hiu SCTV/ song
hnh cng thng hiu SW HD - NGC HD v th hin sc mnh ca SCTV ti th trng H
Ni.
Gy ch vi cng ng, b tr cc chng trnh truyn thng v bn hng km theo
1/ K HOCH CHNG TRNH
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K hoch thc hin:
Thi gian: t 7h-10h v 15h-18h cc ngy trong 04 ngy t 03/10 n 06/10/2013
Phng tin: 40 xe p c trang tr logo SCTV SW NGC 2 bnh v gn c SCTV pha sau
Nhn s: Chia lm 2 i, mi i 20 xe gm 10 nam & 10 n, mi xe 1 PB/PG mc ng phc SCTV
(o v m) ph trch iu khin
Lch trnh d kin (cc qun ni thnh H Ni):
- i 1: Hong Mai (1 ngy) Ba nh (0,5 ngy) Ty H (1 ngy) Long Bin (2 ngy)
- i 2: H ng (1 ngy) Cu Giy (1,5 ngy) Ba nh, ng a, Thanh Xun (1,5 ngy)
- Tp trung cc gian hng b tr cc qun thuc Chi nhnh 2 v 3, tp trung cc i truyn hnh
1/ K HOCH CHNG TRNH
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1/ K HOCH CHNG TRNH ROADSHOW KT HP CNG
GIAN HNG GTSP TRUYN THNG H TR NHY FLASHMOB
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THC T
CHNG TRNH
-
2/ THC T CHNG TRNH
150 c bit tn sut qua 1 s tuyn trng im:
Hn 2.500 hnh nh c chp li v 01 video clip c ghi li
Hnh trnh 04 ngy
48 Hn gi p xe quanh 800
Km ng Vi gn
on xe qua hn tuyn ng v khu dn c
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2/ THC T CHNG TRNH
La Thnh i Truyn hnh Vit Nam
10 ln Nguyn Ch Thanh
i Truyn hnh Vit Nam
Hunh Thc Khng i Truyn hnh H ni 05 ln
12 ln
C BIT
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2/ THC T CHNG TRNH TRANG TR
XE P C SAU
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2/ THC T CHNG TRNH CHY ROADSHOW
Mt s tuyn ph chnh
Nguyn Cnh D - Trng Chinh Tn c Thng Huznh Thc Khng Thi H Ty Sn Ging V Liu Giai Vn Cao i Cn Kim M La Thnh - Nguyn Ch Thanh Thy Khu Trnh Si Vng Th - Xun La Lc Long Qun Nghi Tm u C Trn Khnh D Trn Quang Khi Long Bin Nguyn Vn C - Ngc Lm Ngc Thy
i I
Nguyn Tri Trn Ph Phng Hng T Hiu Vn Phc Khut Duy Tin Phm Hng Duy Tn Trung Knh Trn Duy Hng Nguyn Phong Sc Xun Thy Cu Giy Ngha Tn La Thnh Nguyn Ch Thanh H Tng Mu ng Xa La Thnh Nguyn Ch Thanh L c Th - M Tr
i II
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2/ THC T CHNG TRNH CHY ROADSHOW
Mt s tuyn ph chnh i I
i TH Vit Nam
i TH H Ni
Kim M
THY KHU
LC LONG QUN
NGUYN CH THANH
VN CAO
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2/ THC T CHNG TRNH CHY ROADSHOW
Mt s tuyn ph chnh i I
NG GM S THANH NIN
LONG BIN
NGC THY
NGC LM NGUYN VN C
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2/ THC T CHNG TRNH CHY ROADSHOW
Mt s tuyn ph chnh i II PHNG HNG
NGUYN TRI VN PHC
BIGC TRN DUY HNG
TRUNG KNH
CU GIY PHM HNG
MAI DCH
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2/ THC T CHNG TRNH CHY ROADSHOW
Mt s tuyn ph chnh i II
TT NGH THUT U C
M NH TY SN L C TH LA THNH
XUN THY CT LINH NGHA TN
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2/ THC T CHNG TRNH
TY H LONG BIN CU GIY
V TR THC T
GIAN HNG GTSP
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2/ THC T CHNG TRNH
LNG KHCH THAM QUAN
GIAN HNG GTSP
Sau 4 ngy din ra chng trnh, c bit l sau 3 ngy c t chc gian hng ti cc qun Cu Giy, Ty
H v Long Bin, s lng khch hng tham quan gian hng v ng k{ lp t dch v ca SCTV t
con s rt ang ghi nhn v nhng tn hiu v cng tch cc.
LONG BIN TY H
1200 LT
NGI
60 PHN QU
600 LT
NGI
30 PHN QU
2500 LT
NGI
CU GIY
60 PHN QU
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2/ THC T CHNG TRNH
TNG TC TI GIAN HNG TY H
GIAN HNG GTSP
GII THIU SN PHM
PHT T RI
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2/ THC T CHNG TRNH
TNG TC TI GIAN HNG CU GIY
GIAN HNG GTSP
GII THIU SN PHM PHT T RI
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2/ THC T CHNG TRNH
TNG TC TI GIAN HNG LONG BIN
GIAN HNG GTSP
PHT T RI GII THIU SN PHM
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2/ THC T CHNG TRNH
TNG TC TI GIAN HNG MC GII THIU & TRNH CHIU TVC
GIAN HNG GTSP
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2/ THC T CHNG TRNH
TNG TC TI GIAN HNG N PHM
GIAN HNG GTSP
BACKDROP XSTANDEE TRN
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2/ THC T CHNG TRNH
TNG TC TI GIAN HNG
KT HP NHY FLASHMOB
THU HT
BIU DIN
NNG NG
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2/ THC T CHNG TRNH
TNG TC TI GIAN HNG
KT HP NHY FLASHMOB
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2/ THC T CHNG TRNH TNG TC KHC
PHT T RI
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2/ THC T CHNG TRNH TNG TC KHC
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2/ THC T CHNG TRNH TNG TC KHC
QU TNG SCTV
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2/ THC T CHNG TRNH TRUYN THNG H TR
PR MEDIA
STT DANH MC DNG BI NGY NG
1 Dantri.com.vn SCTV - Nhng ngy u chm ng th 4/10/2013
2 24h.com.vn Star World & National Geographic Channel ra mt th trng HN. 7/10/2013
3 Zingme.vn Chi nhnh SCTV H Ni t chc Roadshow 7/10/2013
4 Vietnamnet.vn Nhiu u i khng ti H Ni ca SCTV 10/10/2013
5 Dantri.com.vn Th trng truyn hnh tr tin cn hng i mi 15/10/2013
Dantri.com.vn 24h.com.vn Zingnews Vietnamnet.vn
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2/ THC T CHNG TRNH TRUYN THNG H TR
PR MEDIA HIU QU LAN TRUYN
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2/ THC T CHNG TRNH TRUYN THNG H TR
PR MEDIA
http://dantri.com.vn/nghe-nhin/sctv-nhung-ngay-dau-cham-ngo-thu-do-786416.htm
Link
Link
http://hn.24h.com.vn/thi-truong-tieu-dung/star-world-national-geographic-channel-ra-mat-thi-truong-hn-c52a578024.html
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2/ THC T CHNG TRNH TRUYN THNG H TR
PR MEDIA
http://news.zing.vn/Nhieu-uu-dai-khung-tai-Ha-Noi-cua-SCTV-post358482.html#category
Link Link
http://vietnamnet.vn/vn/cong-nghe-thong-tin-vien-thong/the-gioi-so/144119/thi-truong-truyen-hinh-tra-tien-can-huong-di-moi.html
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2/ THC T CHNG TRNH TRUYN THNG H TR
PR MEDIA
Link
http://dantri.com.vn/nghe-nhin/nhung-don-nhan-cua-nguoi-dan-thu-do-voi-dich-vu-truyen-hinh-cap-sctv-790210.htm
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2/ THC T CHNG TRNH TRUYN THNG H TR
SOCIAL MEDIA TNG HP CC KNH TRUYN THNG
STT KNH NI DUNG TRUYN THNG KT QU (15/10/2013)
1 Youtube ng ti Clip StarWorld phi hp nhy Flashmob ti Vit Nam cng SCTV v National Geographic Channel iLIGHTIS.
View: 1157 Like: 18, Dislike: 0 Comment: 8 Repost: 0
2 Facebook Chia s Clip Viral trn 11 fanpage: Mr Smile, Th gii cng ngh, Cm nang du lch, D thng nh nhnh du dng duyn, Phong cch, Con yu m nhiu lm, Th gii teen, a im vit nam, Event Management - Qun l s kin, Copywriting Sng to ni dung.
4 Link hay Chia s bi vit PR: bi 1, 3. Chia s Clip viral.
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2/ THC T CHNG TRNH TRUYN THNG H TR
SOCIAL MEDIA TNG HP CC KNH TRUYN THNG
http://www.youtube.com/watch?v=L3w0xnyhhzM
Link
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2/ THC T CHNG TRNH TRUYN THNG H TR
SOCIAL MEDIA TNG HP CC KNH TRUYN THNG
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NH GI KT QU
CHNG TRNH
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3/ NH GI KT QU IM MNH
L trnh v thi gian:
L trnh bao qut cc tuyn ng quan trng thuc cc khu vc trng im, cc khu dn c, ch, khu vui
chi, cc i truyn hnh Vit Nam, H Ni, trung tm thng mi ln.
Thi gian din ra chng trnh vo cc thi im u bui sng v cui bui chiu, y l thi im cc tuyn
ph ng ngi qua li, gy ch vi cng ng.
Chng trnh din ra m bo thi gian v l trnh theo ng k hoch
S lng v tn sut qua cc tuyn ng, c bit l cc tuyn trng im u vt k hoch d kin
Phng tin: xe p vn hnh tt, ch gp 1 s trc trc nh trong qu trnh lu thng (xm lp, phanh),
c x l sa cha kp thi, khng nh hng n chng trnh.
Nhn s (PB/PG): nhn s do iLIGHTIS cung cp m bo thi gian v sc khe khi tham gia chng
trnh.
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3/ NH GI KT QU IM MNH
THNH CNG MI
- Khc phc c nhng tn ti ca ln Roadshow trc, khi khch hng/ngi tiu dng u nhn
bit c thng hiu SCTV l g? C s n nhn ca khch hng nhng khu vc on i qua. - Event kt hp Roadshow vi t chc gian hng gii thiu sn phm, mang n s gn gi/quan tm ca
SCTV ti khch hng, khi trc tip tr li c rt nhiu thc mc v cht lng dch v cng nh cc
chnh sch u i trong thi gian ny.
- S kt hp ca 2 knh truyn hnh th gii SW NGC, nh mt iu mi l, khi ngi khch
hng/ngi tiu dng c nhng n nhn tch cc, to s tin tng v cht lng dch v ca nh i.
- Truyn thng bi bn, khi kt hp gia Social Media v PR booking to ra s lan truyn mnh m trn cc
phng tin truyn thng gp phn tng hiu qu qung b hnh nh v nhn din thng hiu SCTV ti th trng min Bc ni chung v th trng H Ni ni ring.
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3/ NH GI KT QU IM MNH
N TNG
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3/ NH GI KT QU CT IM YU/HN CH
L trnh: K hoch thay i nhiu ln gy nhiu kh khn cho i tc v trc tip
tc ng ln tm l cc CTV, ngoi ra cc im tp kt cch xa nhau, gy kh khn
trong qu trnh di chuyn t im tp kt gia cc khu vc
Truyn thng: Do tc ng ca s kin chnh tr quan trng l l quc tang i
tng V Nguyn Gip, nn k hoch truyn thng ban u phi iu chnh li thi
gian trin khai trnh b nh hng ti hiu qu trc ph v sc ht qu ln
ca cc thng tin v quc tang.
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3/ NH GI KT QU KH KHN
THI TIT
TC NG
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Bao Danh gia thuc hieb so nguoi tham gia, nhan qua, dang ki Anh Tvc, ok