STRENGTHENING TCL BRAND by Fleishman Hillard for Tcl

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STRENGTHENING TCL BRAND

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Industry Corporate Communication
Media Promo & PR, Case study
Market Philippines
Agency Fleishman Hillard
Released August 2012

Credits & Description

Category: Corporate Communication
Advertiser: TCL
Product/Service: BRAND REPUTATION MANAGEMENT
President & Senior Partner, China: Hong Li (Fleishman Hillard)
B&T Vice President, Beijing: Sammi Han (Fleishman Hillard)
B&T Account Director, Beijing: Jerry Zou (Fleishman Hillard)
B&T Account Manager, Beijing: Christine Qin (Fleishman Hillard)
B&T Assistant Account Executive, Beijing: Bonnie Jin (Fleishman Hillard)
Media placement: Press Release - Xinhua News Agency - November 14
Media placement: Press Release - Life Of Guangzhou - November 14
Media placement: Press Release - English Chanel Of CZTV - November 14
Media placement: Press Release - China News Agency - November 14
Media placement: Press Release - China Daily - November 15
Media placement: Press Release - South China Morning Post - November 26
Media placement: Press Release - Altnews.asia - November 15
Media placement: Press Release - TTX VN - November 15
Media placement: Press Release - Philippines News - November 15

Summary of the Campaign
TCL is a leading consumer electronics manufacturer in China. Since 1999, TCL started to enter the overseas market by acquiring the French-based Thomson brand and Alcatel’s mobile phone business. With rapid overseas business development, TCL’s corporate image and brand reputation became an important issue which could influence its market growth and sales volume in the global market.
The campaign includes overseas media communication, key influence in-depth communication, crisis management and executive profiling. By applying a strategic communicative approach, the key objectives are to build up overseas media relations; increase brand awareness; form a positive perception among key influencers as well as enhance TCL’s brand reputation.
The campaign was completed with remarkable results listed below:
• 42 key influencers from 6 major fields (legislative, organizations & committee, finance and strategy, brand marketing, high level press and innovative design). These have been involved in TCL’s activities and 36 KOL by-line articles were produced.
• Reports released and reprinted over 600 times by the press
• Increased public awareness led to product sales increase.

The Situation
Situation:
As a leading consumer electronics manufacturer in China, TCL is facing fierce competition from both domestic and the overseas market. Brand image and recognition become an important issue which could affect its business growth and success.
Problem/Challenges:
• Rapid evolution in consumer electronics - industry requires the fastest adaption to current issues.
• Negative impression of Chinese brand
• Potential crisis and issue management generated from financial communications and TCL’s big sports events sponsorship
• Negative impression on TCL’s internationalization and its historical failure

Opportunity:
• Official sponsor for 16th Asian Games held in Guangzhou China

The Goal
Goals and objectives:
• Draw attention from local and overseas media
• Strengthen TCL’s leadership in the consumer electronics industry and key value propositions amongst local KOLs
• Ensure that the KOLs play a positive influential role in helping to bring TCL’s corporate messages and brand values, especially in relation to its global strategies, to consumers to enhance the brand’s image and reputation
Target audience:
• Local and overseas media
• Business partners and investors
• Key opinion leaders
• Consumers

Research option:
Communicating with key opinion leaders and local & overseas media to investigate their insight in TCL.

The Strategy
• KOL Communication and Key Message Development – Strategically deliver TCL’s key messages to the media by effectively influencing the Key Opinion Leaders.
• Issues and Crisis Management- Identify potential crisis and set up a crisis alert system, provide consultation on how to prevent and manage
• In-depth communication activities- won favourable support through high-level communications. Promote TCL’s financial performance, customer wins, business and technological innovation to demonstrate its competitive advantages.

Execution
In-depth Communication
• Compile and distribute monthly e-newsletters to KOLs that were focused on TCL’s latest development and innovation
• Organizing panel discussions which involve KOL, media and TCL executives to have in-deep discussions about company strategy, industry trends, financial issues, etc.
Senior executives profiling
• Preparing background materials, including core information, FAQ, and background of foreign media
• Pitching speaking opportunities to increase TCL media exposure.
Crisis management
• Investigate TCL’s 10 key departments and foresee potential crisis management.
• Set up the crisis alert system, preparing a crisis handbook to ensure the fastest response.
The campaign ran according to the original plan and due to comprehensive arrangement, it achieved complete success.

Documented Results
• Published 36 Opinion leaders by-line articles
• 600 press releases covered 200 countries including: US, Singapore, Malaysia, India and Vietnam
• Right after the Asian Games, TCL’s sales volume in December showed its LCD TV increased by 47%.