In my career, I used to be responsible for the planning and execution of online activities of the company, but the company I work for now often participates in the evaluation of activity plans of colleagues in the department, so I have some experience in writing activity plans. Now I have compiled this article for your reference and thinking.
People, time and place are the three elements of activities. For online activities, it refers to the target user, activity time and activity scene respectively. However, it is not enough to consider only these three elements when designing an online activity. A complete activity plan should at least include activity background, activity purpose, activity scene, activity form, activity rules, activity time, activity process, activity materials, technical requirements, personnel division, activity budget and so on.
Activity background
Many people ignore the activity background when writing the activity plan, but I think it is necessary to explain the activity background in the plan. Because the background and purpose of the activity are closely related, the elaboration of the background of the activity is helpful to strengthen the understanding of the purpose of the activity.
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The background of the activity is generally to explain the current situation of the company or product, the competitive environment, and social hot events related to the company or national policies, thus extending the purpose of this activity. For example, "XX product has just been listed, and it is the first product on the market to launch XX, so. . . ""Near the Double Eleven Shopping Carnival, major competing products have launched preferential promotions, so. . . "。
What is the purpose of the activity?
The purpose of activities can generally be divided into user innovation, active users, new product promotion, brand promotion, commodity promotion and so on. The purpose of the activity determines the choice of activity form, process and scene. An activity often cannot serve multiple purposes. Therefore, when planning an activity, the main purpose of the activity must be clear, but not greedy.
moving target
site of activity
Activity scene refers to the scene where users participate in activities. Scenes of online activities include websites, apps, WeChat groups, official WeChat accounts, applets and Weibo. Where users are, they are there.
Activity form
The form of activity refers to the way of carrying out activities, such as lottery, bargaining, H5 games, etc. The choice of activity form mainly depends on the activity scene.
Activity rule
Activity rules should be clearly defined and easy to understand.
I-word duration
The activity time span should not be too long. If it is too long, users will lose their sense of urgency, and the concept of "time limit" should be highlighted.
Activity flow
In the activity scheme, it is necessary to sort out the activity process, which includes the client's participation process and the enterprise's service process. Only by sorting out the activity flow at both ends can we ensure that the activity can run normally without any omissions.
Active substance
Activity materials include advertising pictures, promotional articles and videos; The copy of these materials should be determined in the activity plan, and then the corresponding colleagues should be arranged to make them.
technical requirement
For some activities that require functional development, it is necessary to clarify the technical requirements of the activities, communicate with the technical department in advance about the difficulty and time of development, and avoid the normal development of the activities being affected by the development process.
personnel division
List every link of the whole activity process before, during and after the event, and specify the person in charge and delivery time of each job.
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Activity budget
Calculate the budget of this activity according to the activity goal and the customer acquisition cost of previous activities.