eastwest cartoon competition plan

www.eastwestpr.comSingapore|Beijing

动漫大赛设计方案Cartoon Competition Plan

Prepared by:Jim James, Director [email protected] Dutcher, Executive [email protected] Chen, [email protected]

January 26th 2010

Contact : Jun Yan, Vice [email protected] Gao, Project [email protected]

Beijing Development Center of Popular Science (BDCoPS)

http://www.eastwestpr.com/

mailto:[email protected]






简介 Introduction

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感谢您对易思闻思公关的关注。我们得知此次动漫大赛的核心任务是扩大北京科普发展中心在国内和国际上的影响力。Thank you for your interest in EASTWEST Public Relations. We understand that the key priority of cartoon competition is to leverage the BDCoPS's presence within China and internationally.

因此所提交方案突出该重点，涵盖了网页制作、社交关系营销、传统公关活动、颁奖典礼在内的一系列内容。Our strategy reflects the emphasis. The ideas include an integrated program of website development, digital network marketing, traditional PR, and awards ceremony.

本演示中预算仅供参考，具体预算数额以实际支出为准。The budgets are provisional, and are subject to final clarification upon actual specification.


五步骤法则5 Stage Methodology

Investigation

Diagnosis

VisioningImplementation

Evaluation

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调研 Investigation

• 我们得知北京科普发展中心的主要项目包括：We understand that BDCoPS’s core business includes:

– 动漫大赛 A cartoon competition

– 科普论坛 A Forum on science & technology

– 科普讲座 A series of public lectures by Nobel price winners & high-profile scientists

• 中心早前所举办活动主要面向国内。中心希望在 2010 年可以吸引到更多来自国内和国际上的动漫创作者。BDCoPS has its previous work mainly focused in China. In 2010, BDCoPS wants to attract more event attendees from China and also encourage participation internationally.

• 中心同时期望在科普领域与国际组织寻求合作。BDCoPS is looking for opportunities for international cooperation with science & technology communities worldwide.

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诊断 Diagnosis

Investigation

Diagnosis


Evaluation

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中心目前所面临的主要问题如下：Key issues faced by BDCoPS ：

• 官方网页的可见度较低 Official website has low visibility

– 网站域名模糊，不易在搜索引擎中找到 ( 如谷歌、百度 ) ；The domain name is not visible to search engine (e.g. Google, Baidu).

– 网站重要信息以图片形式而非文字显示，影响搜索结果；The site uses images instead of text to display important content.

– 网站缺少搜索引擎优化；The site is not SEO-friendly.

– 页面缺少相应的英文介绍，内容有待完善The site is not comprehensive and English equivalent site is missing.

• 中心希望加强在科普领域的国际合作，但对于国际组织以及开展合作的方式了解不多。BDCoPS wants to enhance international cooperation in the science & technology field. However, the organization has little knowledge of international associations or how to co-operate with them.

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诊断 Diagnosis



展望Visioning

Investigation

Diagnosis


Evaluation

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我们的传播计划以构建国内和国际关系网络为中心。Our communications strategy centers around the building of relevant social networks both within China and internationally.

BDCoPS

School Stude

nts

Parents

Teachers Manuf

actures

Media

International

Audiences

Science Associa

tions

示意图显示了关系网络中的群体构成

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展望Visioning

我们的目标是提升大赛知晓度，广泛吸引世界各地的参赛者，协助中心征集 4500 件参赛作品。Our goal is to increase awareness of the competition to assist in attaining 4,500 submissions and encourage more participation globally.


目标群体 Audience Groups

Internal• Spokespeople• Staff

Internal• Spokespeople• Staff

Allies & Influencers• Media & Analysts• Industry Associations• Universities• Parents & Teachers• Science societies

Allies & Influencers• Media & Analysts• Industry Associations• Universities• Parents & Teachers• Science societies

External• Prospective cartoonists• Prospective sponsors

External• Prospective cartoonists• Prospective sponsors

大赛公关活动可以针对多类群体开展。其中主要群体包括：The PR activities can engage with a number of audience groups. The primary audience would include the following:

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实施 Implementation

Investigation

Diagnosis


Evaluation

1010

针对动漫大赛的不同阶段我们提出了以下传播方案： We propose a communication plan based on the different stages of cartoon

competition:

项目 1 ：网页完善 Website improvement

项目 2 ：数字网络关系营销 Digital Network Marketing

项目 3 ：传统公关活动 Traditional PR

项目 4 ：颁奖典礼 Awards Ceremony

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实施 Implementation


网页完善 Website Development

重新设计网页 redesign

强化搜索引擎 SEO

利用新的域名 New domain name

使用在线投票系统 Online voting

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项目一Program 1



重新设计网页Redesign Website

本图展示了大赛网页可具备功能，其中多数为交互式互动功能。13



搜索引擎优化 Search Engine Optimization (SEO)

• 搜索引擎优化有利于网页提高在搜索结果中的排行位置 Websites benefit from search engine optimisation to become higher in displayed rankings.

• www.chinacartooncompetition.com为域名，在搜索时更容易找到网站 New domain name www.chinacartooncompetition.com makes website more visible to search engine (Google)

数据显示中心网页在英文搜索中无显示结果Current site doesn’t appear in the search results in English.


http://www.chinacartooncompetition.com/

http://www.chinacartooncompetition.com/


在线投票 Online Voting

图一：英国商业奖在线投票系统样式图图二：投票统计系统样式图


数字网络关系营销 Digital Network Marketing 构建圈子 Creating Communities

制造话题 Creating Conversation

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项目二Program 2



内容策略 Content Strategy

选择正确的地点，制造有趣的内容，发动相关的受众，开始对话。Create Compelling content to start conversations with relevant audiences in the right places

图一：操作流程图图二：新型社交媒体平台汇总17


• 目标 Goals: 将客户与互联网上的目标群体聚拢在一起 Connect client to

online target audiences 善用手头资源，抓住新老媒体 Create opportunities to make

use of available content for both traditional and new media

• 做法 How:

借助 RSS 和网络标签向主流媒体、网络新媒体、博客等发布内容 Post content using RSS feeds and tags to mainstream and online media and blogs.

将网络社交作为公关工具 Utilize social networking as a PR tool for the client

为客户建立并维护社交网站账户 Create and maintain social networking accounts for the client

邀请历届大赛的作者和参展者加入社交网络，为大赛造势Generate testimonials by inviting past cartoonists and visitors within the network to endorse the competition

邀请目标受众，不断扩大客户的社交网络 Grow the client network via invitations

启动有关大赛的讨论，同时及时更新新闻 Start conversations about the competition, as well as timely news updates

创建社交圈Creating Communities

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• 内容聚合Content Aggregation

– 收集、整理、链接所有与大赛有关的内容 The collection, storing and linking of content ， i.e., any content written or created

• 内容传播Distribution and Seeding

– 将新闻稿件、博客文章、要闻提示等相关内容及链接发送至相应的平台 Disseminate content and links to relevant channels, i.e., press release, blog post, news alert

• 主动干预Engagement

– 我们将发起或参与网络上的交谈，施加干预。 Engagement are the conversations we have on-line. It is our role to start or join these conversations

创建对话Creating Conversations

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传统公关活动 Traditional PR媒体关系管理 Media Relations

协会组织公关 Association Outreach

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项目三Program 3



• 目标：加大动漫大赛的曝光度，吸引参赛者及赞助商。 To leverage activities in the BDCoPS Cartoon Competition for increased visibility to attract submissions and possible sponsorships

• 在大赛启动阶段、进行阶段以及大赛后期，向相关协会组织和媒体单位发布新闻 Press releases can be distributed to relevant associations and media for launch, event and post-event.

• 大赛前期、中期和后期亦可安排媒体采访和媒体推介会。 Interviews and briefings can be arranged before, during and after cartoon competition.

• 保证主流媒体上的报道。 Editorials can be secured with key media.

时长：持续Duration: Ongoing

目标群体：协会、商会、相关媒体单位Target: Associations, Councils and relevant media

媒体关系管理Media Relations

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协会组织公关Associations outreach

北京科普发展中心及相关组织可以共享资源，如新闻发布、新闻稿件及赞助机会。 News, press releases, and sponsorship opportunities can be shared with these associations that would be relevant to the BDCoPS.

英国文化委员会British Council

新加坡科学教师协会Science Teachers Association of Singapore

美国科技中心协会Association of Science-Technology Center (US)

国家科学教师协会（美国）National Science Teacher Association (US)

中澳商会Australia China Business Council

中加商会Canada China Business Council

中美商会US China Business Council

国际科技教育协会（美国）International Technology Education Association (US) 22



颁奖典礼 Awards Ceremony

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项目四Program 4



• 目标：提升动漫大赛的影响力，为优秀动漫创作者颁奖Objective: Raise the profile of the cartoon competition and reward artists.

1. 为参赛人员提供动力，从而吸引高质量作品，实现北京科普发展中心的目标Will create an internal drive to submit quality cartoons relevant to the goals of BDCoPS

2. 提升人们对北京科普发展中心的兴趣和认知度Will raise awareness and interest in BDCoPS

3. 制造媒体曝光机会Will create media opportunities.

颁奖典礼 Awards Ceremony

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评估 Evaluation

Investigation

Diagnosis


Evaluation

25

Visibility

High

Low

HighBranding

Low

6 months

12 months

Start

评估方法Measurement of Success

评估 Evaluation

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High

Low

0% 100%

Com

peti

tion E

ngagem

ent

Number of Submissions

27

评估方法Measurement of Success


评估 Evaluation


预算 Budget

以下预算仅供参考，实际预算以活动落实中具体细节为准。Here is a provisional budget based on the ideas laid out. They are subject to more specification.

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WebsiteNew domain name registration

one time

Redesign one time

Translation to English one time

Hosting 1 year ongoing

Search engine optimization on going

English

Chinese

￥ 41,700


预算 Budget


29


Social Network Development

Identify communities on going

Create group

Facebook one time

Xiaonei one time

Posting content

English monthly

Chinese monthly

￥ 40,500


预算 Budget


30


Traditional Media Relations

Press list development one time

Releases 3 in total

English

Chinese

Interviews 8

English

Chinese

Association outreach on going

China 5

International 5

Monitoring on going

￥ 188,000


预算 Budget


31


Awards program

Theming

Event management

Attendees 200

Cost per person ￥ 350

￥ 470,000

Total ￥ 740,200

excluding tax



www.eastwestpr.comBeijing | Singapore

Cartoon Competition PlanBeijing Development Center of Popular Science (BDCPS)

Prepared by:Jim James, Director [email protected] Dutcher, Executive [email protected] Chen, [email protected]

January 25th 2010

谢谢！



