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PR Project_Aneta Deevska-Rangelova_08.09.2010
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PR Project_Aneta Deevska-Rangelova_08.09.2010


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  • 1. No Matter What Guarantee Campaign 2010 & Launch of Anniversary Products (Libretto W100, AC100, Port égé R700) Client: Toshiba Computer Systems Europe GmbH Period: January – July 2010
  • 2. No Matter What Guarantee 2010 Campaign Elements
    • Advertising: Radio, online, BTL
    • PR support:
      • Press release for the launch of the campaign
      • Digital support: Local blog, Facebook page
      • Interviews
      • Targeted product tests and reviews
    • Toshiba Anniversary Media Event – 25 Years since the first mass market laptop and launch of 3 new anniversary products – Libretto W100 (first dual-screen multitouch laptop from Toshiba), AC100 (first Android-based netbook) and Portégé R700 (lightest full-function laptop on European market)
  • 3. My responsibilities: No Matter What Guarantee Campaign 2010
    • Press releases - preparation of relevant media list, writing, editing, distribution of press releases, follow up, monitoring and reporting.
    • Digital:
      • Local blog: maintenance of the blog, writing and uploading blog posts
      • Facebook page – generating content and administration of the page, organizing contests and giveaways, responding to clients enquiries and solving problems.
    • Interviews: Organizing interviews – selecting target media, liaising with the client and the editor, editing texts, reporting.
    • Product tests and reviews – communication with local distributors and target media, handling products` logistics, preparing and providing additional information about the products, monitoring and reporting.
  • 4. My responsibilities: Toshiba Anniversary Media Event and Launch of New products
    • Event concept
    • Negotiation with subcontractors: venue manager, photographer, technical equipment provider, interpreter, branding production company
    • Compiling of guest list (including journalists, bloggers, Toshiba local distributors and partners)
    • Preparing text of invitation, sending invitation, follow up
    • Event scenario
    • Preparation of all press pack materials (press releases, fact sheets, backgrounders, corporate profile, product images and video materials)
    • Coordination of branding materials production (demo area, branded bags, USB sticks)
    • Selection of giveaways, buying
    • At the event: Participation in the arrangement and set-up of the venue, welcoming guests with personal attention to everyone, answering questions
    • Media monitoring after the event
    • Reporting to client and coordinating agency
  • 5. Achieved Results
    • Generated positive coverage in target media:
      • General interest and business (print dailies and weeklies)
      • IT and consumer technology (print and online)
      • Lifestyle (print and online).
    • Please, see following slides for coverage highlights from the different media segments.
  • 6. Coverage Highlights: Consumer Technology
  • 7. Coverage Highlights: Print (general, business, consumer technology and lifestyle)
  • 8. Coverage Highlights: Online