XX公司FY04Q3核心技術(shù)公關(guān)推廣計劃.ppt

CiscoCoreTechnicalFY04Q3PRPlanBFCDec29 2003 Content WherearewetodayWherewillwegetthereHowwillwegetthere Wherearewetoday 3 3 3 2003CiscoSystems Inc Allrightsreserved Presentation ID CiscoPRAnalysis MediaCoverageAnalysis InNovember Ciscoenhanceditsmediacoveragefastest InDectech的傳播量很大主要原因事件驅(qū)動世界ATM發(fā)布CoreTechRoadshowCisco12800launch ProductCat6500Cat2970Cisco12800Cisco7600FSB SolutionCisco12800backgroundFSBupdatebriefingIPV63 7交換 Coretechrequirement CiscoPRAnalysis MediaCoverageAnalysis Bynow NorthChinaisthehubforPRactivities BesidesNorthChina WestChina smediacoverageincreasedmorethanotherareas Mediacoveragebyregion CiscoPRAnalysis MediaCoverageAnalysis Ciscoworldwidegetsmuchattention keepingbalancewithlocalnews Channelisignoredtosomeextent Ciscovoiceinindustryisstillnotloudenough CoretechMediacoverageabout25 CoretechPRfocusIT SPmedia CiscoPRAnalysis MediaCoverageOverview Objective InDecTech的傳播量很大主要原因事件驅(qū)動世界ATM發(fā)布 CoreTechRoadshow Cisco12800launch PRObjective 針對媒體關(guān)心的問題制造大的公關(guān)事件以驅(qū)動媒體針對性的事件以影響北方以為的其他地區(qū)媒體有效的通過網(wǎng)絡(luò)媒體以提高傳播速度和覆蓋率 加大對SP媒體的投放 CoretechrequirementProduct Cat6500 Cat2970 Cisco12800 Cisco7600 FSBSolution Cisco12800background FSBupdatebriefing IPV6 3 7交換 MediaCoverageAnalysisNorthChinaisthehubforPRactivitiesCoretechPRfocusIT SPmediaCoretechMediacoverageabout25 CiscoPRAnalysis CoretechQ2PRReview Coretech Routing Switching FSB BBA GSR Lowswitch Highswitch CoreTechPR傳播階梯 PRPoint 0 6 10 Product BusinessSolution Solution CoreTechPRContent CiscoPRAnalysis CoretechQ2PRReview PRPoint Product Businesssolution Solution 0 10 6 10 SalePoint GSR Product Businesssolution Solution 0 26 0 33 0 41 PR經(jīng)驗(yàn)系數(shù) 文章數(shù)量質(zhì)量媒體權(quán)威性 888 PRObjective Q2的GSRPRawareness階段完成 介于處于Saleaction下Q3的傳播重點(diǎn)快速推動solution和Businesssolution的公關(guān)工作 Cisco12800launchnews PRawareness Saleaction 當(dāng)前狀態(tài) 8 PRPoint CiscoPRAnalysis CoretechQ2PRReview CiscoPRAnalysis CoretechQ2PRReview BBA Product Businesssolution Solution Cisco7600Service BBA北京專訪Cisco7600四川網(wǎng)通深圳招行臺州電力江蘇網(wǎng)通 0 26 0 33 0 41 PR經(jīng)驗(yàn)系數(shù) 文章數(shù)量質(zhì)量媒體權(quán)威性 7 588777 787 7 38 PRObjective Q3BBA的傳播階段將處于PRpreference階段 傳播重點(diǎn)將放在BusinessSolution上 PRpreference Saleaction 當(dāng)前狀態(tài) PRPoint FSB FSB系列產(chǎn)品Cisco3700 Product Businesssolution Solution FSBIPT FSB成都專訪FSB市場稿 0 26 0 33 0 41 PR經(jīng)驗(yàn)系數(shù) 文章數(shù)量質(zhì)量媒體權(quán)威性 7 577877 677 667 6 812 PRObjective PRawareness Salepreference Q3FSB的傳播階段需要完成PRawareness到PRRelevance的轉(zhuǎn)變階段 傳播重點(diǎn)放Solution的推廣上 PRPoint 當(dāng)前狀態(tài) CiscoPRAnalysis CoretechQ2PRReview Switch Product Businesssolution Solution 0 26 0 33 0 41 PR經(jīng)驗(yàn)系數(shù) 文章數(shù)量質(zhì)量媒體權(quán)威性 7778877 57 PRObjective Q3Switch傳播階段處于PRPreference階段 介于Q2的傳播solution的傳播較少Solution的傳播Q3將為重點(diǎn)工作 Cat2970launchnews Switch北京 廣州專訪SwitchGE 10GE市場稿SwitchGE 10GENZU Woodside 878 7 5 PRPoint PRpreference Salepreference 當(dāng)前狀態(tài) CiscoPRAnalysis CoretechQ2PRReview CiscoPRAnalysis PRAnalysisOverview 綜述 針對媒體關(guān)心的問題制造大的公關(guān)事件以驅(qū)動媒體針對性的事件以影響北方以為的其他地區(qū)媒體有效的通過網(wǎng)絡(luò)媒體以提高傳播速度和覆蓋率 加大對SP媒體的投放 Q3FSB的傳播階段需要完成PRawareness到PRRelevance的轉(zhuǎn)變階段 傳播重點(diǎn)放Solution的推廣上 Q3BBA的傳播階段將處于PRpreference階段 傳播重點(diǎn)將放在BusinessSolution上 Q2的GSRPRawareness階段完成 介于處于Saleaction下Q3的傳播重點(diǎn)快速推動solution和Businesssolution的公關(guān)工作 Q3Switch傳播階段處于PRPreference階段 介于Q2的傳播solution的傳播較少Solution的傳播Q3將為重點(diǎn)工作 Wherewillwegetthere 15 15 15 2003CiscoSystems Inc Allrightsreserved Presentation ID ContributiontoChina CustomerSuccess AdvancedTech CiscoPRAnalysis PRStrategy AdvancedTech CoreTech innovate Smarter Investment Intelligent Routing Switching EmphasizeCisco sleadershipinCoreTecharea CiscoPRAnalysis PRStrategy Cisco12800Cisco12000Cisco10000Cisco7600Cisco7500Cisco7300Cisco7200Cisco7100Cat6500Cat4500Cat3750Cat3755Cisco3700Cisco3600Cat2970Cat2950Cisco2600Cisco1700Cisco800 為機(jī)構(gòu)建立高效智能的網(wǎng)絡(luò) 以使機(jī)構(gòu)擺脫臃腫 工作運(yùn)營增產(chǎn) 增效 為企業(yè)部署方便靈活快捷的溝通網(wǎng)絡(luò) SP Investment Intelligent Smarter 理性訴求 感性訴求 FSB BBA GSR Lowswitch Highswitch FSI LE G COM SMB 為組織建立高ROI的網(wǎng)絡(luò)系統(tǒng) 以實(shí)現(xiàn)組織應(yīng)用網(wǎng)絡(luò)平臺獲得更到的利潤增長點(diǎn) 引領(lǐng) 塑造價值區(qū)間 便捷實(shí)現(xiàn)睿智溝通 提升企業(yè)網(wǎng)絡(luò)智商 CiscoPRAnalysis PRStrategy FY03Q3Mainmessage FromCiscobriefing Cisco12800 7600launch GSR BBA 如何利用智能寬帶服務(wù)營造電信寬帶價值空間 FSB 重點(diǎn)強(qiáng)調(diào)FSB路由器的Security解決方案在行業(yè)中的應(yīng)用 Switch GE 10GEMetro ELowswitch3750 2970 FSB NewproductlaunchPOE CoreTech EmphasizeCisco sleadershipinCoreTecharea CiscoPRAnalysis MainmessagerePR Howwillwegetthere 20 20 20 2003CiscoSystems Inc Allrightsreserved Presentation ID GSRPRFactor EventKeyMessage Q2的GSRPRawareness階段完成 介于處于Saleaction下Q3的傳播重點(diǎn)快速推動solution和Businesssolution的公關(guān)工作為組織建立高ROI的網(wǎng)絡(luò)系統(tǒng) 以實(shí)現(xiàn)組織應(yīng)用網(wǎng)絡(luò)平臺獲得更到的利潤增長Cisco12800 7600launchinchinaCoretechrequirementSolution Cisco12800background Product Businesssolution Solution Cisco12800Feature CiscoVPinterviewCiscorouterdayCisco12800MediaworkshipCisco12800backgroundCisco12800BS投資保護(hù) CiscoPRAnalysis Actionanalysis FY03Q3GSRPRTactic Feb Mar Apr 引領(lǐng) 塑造價值區(qū)間 Product Businesssolution Solution Cisco12800Feature CiscoVPinterviewCiscorouterdayCisco12800MediaworkshipCisco12800backgroundCisco12800BS投資保護(hù) BBAPRFactor EventKeyMessage Q3BBA的傳播階段將處于PRpreference階段 傳播重點(diǎn)將放在BusinessSolution上為組織建立高ROI的網(wǎng)絡(luò)系統(tǒng) 以實(shí)現(xiàn)組織應(yīng)用網(wǎng)絡(luò)平臺獲得更到的利潤增長如何利用智能寬帶服務(wù)營造電信寬帶價值空間CoretechrequirementSolution IPV6 3 7交換 Product Businesssolution Solution CiscorouterdayCiscoBBABSIPV6 VPN SteamvideoCiscoBBACasestudy CiscoPRAnalysis Actionanalysis Feb Mar Apr 引領(lǐng) 塑造價值區(qū)間 Product Businesssolution Solution CiscorouterdayCiscoBBABSIPV6 VPN SteamvideoCiscoBBACasestudy FY03Q3BBAPRTactic FSBPRFactor EventKeyMessage Q3FSB的傳播階段需要完成PRawareness到PRRelevance的轉(zhuǎn)變階段 傳播重點(diǎn)放Solution的推廣上為機(jī)構(gòu)建立高效智能的網(wǎng)絡(luò) 以使機(jī)構(gòu)擺脫臃腫 工作運(yùn)營增產(chǎn) 增效重點(diǎn)強(qiáng)調(diào)FSB路由器的Security解決方案在行業(yè)中的應(yīng)用CoretechrequirementSolution FSBupdatebriefing Product Businesssolution Solution CiscoFSBupdatebriefingMediaworkship CiscoFSBsolution Security LE G3 FSI2 CiscoPRAnalysis Actionanalysis Feb Mar Apr 提升企業(yè)網(wǎng)絡(luò)智商 便捷實(shí)現(xiàn)睿智溝通 Product Businesssolution Solution CiscoFSBupdatebriefingMediaworkship CiscoFSBsolution Security LE G3 FSI2 FY03Q3FSBPRTactic SwitchPRFactor EventKeyMessage Q3Switch傳播階段處于PRPreference階段 介于Q2的傳播solution的傳播較少Solution的傳播Q3將為重點(diǎn)工作為機(jī)構(gòu)建立高效智能的網(wǎng)絡(luò) 以使機(jī)構(gòu)擺脫臃腫 工作運(yùn)營增產(chǎn) 增效GE 10GEMetro ELowswitch3750 2970 FSB NewproductlaunchPOE Product Businesssolution Solution GE 10GE案例分析Metro E SP Lowswitch3750 2970 FSB Cat6500super cat4100機(jī)箱POE Newproductlaunch CiscoPRAnalysis Actionanalysis Feb Mar Apr 提升企業(yè)網(wǎng)絡(luò)智商 Product Businesssolution Solution GE 10GE案例分析Metro E SP Lowswitch3750 2970 FSB Cat6500super cat4100機(jī)箱POE Newproductlaunch FY03Q3SwitchPRTactic 29 29 29 2003CiscoSystems Inc Allrightsreserved Presentation ID