lc 2014 comm plan 1st draft to client dec一稿于发送给客户.pptx

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lc 2014 comm plan 1st draft to client dec一稿于发送给客户.pptx

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EYELOVECampaignDec17,20132014Comm.Plan1stDraft

AgendaRecapofObjective2014MessagingHouseFramework2014CommunicationPlan(1stDraftSharing)DiscussionAlignmentWorkingTimeline

IntegratedPlanPresentationbyLBDiscussionNextStepsCommunicationobjectiveTogivecustomersareasonofwhytheyneedtocometoLensCrafters,focusingonqualityeyecarestorytobuildbranddifferentiationandpreference.2. Todrivetrafficin-storeforfurtherengagement(eyecheck/promotion i.e.completepair/RXsunglassses),ultimately,capturingsales opportunity.

2014LensCraftersMessagingHouse

LensCraftersMessagingHouseCommunicationobjectiveKeyMessageTobuildbranddifferentiationandpreference,definewhypeopleshouldcometousleveragingonQualityStoryTodrivetrafficintostoreforfurtherengagement(eyecheck/promotioni.e.completepair/RXsunglassses),ultimately,capturingsalesopportunity.SupportingRTBCoreIdeaTakeastandforqualityvisioncareApassionforvisioncareWeunderstandtheimportanceofsightQualitytechnologyWeinnovatetochangeVisionCareforthebetterQualityserviceWebuildlastingrelationshipsQualityproductsWehelppeoplefeelgreatintheireyewearWhatdowesay:

MakeREALtheEyeLovePromise

WeunderstandtheimportanceofsightWeinnovatetochangevisioncareforthebetterWehelppeoplefeelgreatintheireyewear

QualityStoryKVActivation(Digital/Social/onground)In-store520eyecheckInternal:StarOptomWebuildlastingrelationshipMakeRealthepromiseofLensCraftersBuildingourbranddifferentiationatdifferentlayers:AnthemvideoOnesightLC520LovesEyesDayQualityStory15sVideoIn-storepromotionalactivitiesCRM1.AwareofLC

-Youfindabrandwho

canbeyourvisioncare

partner2.Understandwhyyouneedeyecheckand

whatisthestandard

-Youfindyoulacktheattentiononhowtotake

careofyoureyes3.Facilitatethetrial

-Youcanexperience

acomprehe

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lc 2014 comm plan 1st draft to client dec一稿于发送给客户.pptx