In order to repay the continuous support and trust of the vast number of social families, on the occasion of Mother's Day, our company is prepared to hold this large-scale Mother's Day event in the city squares on Mother's Day in line with the business philosophy of "only improving your quality of life".
main body
Activity objectives:
Let the society know more about the product positioning of Di 'ao brand washing powder and recognize the business philosophy of Di 'ao brand washing powder "only to improve your quality of life".
The market is positioned as housewives and young people who gradually step into self-reliance, such as residential students and migrant workers.
Activity mode:
Essay, live activities.
Time and place arrangement:
It was held simultaneously in Beijing, Shanghai, Guangzhou, Wuhan and Qingdao on February 9th May 10. (The following planning takes Wuhan as an example)
The Wuhan area is scheduled to be staged on the first floor of Xu Dong Xiaopinmao Commercial Plaza.
Activity content:
(1) Published in regional newspapers and magazines one month in advance (April 10). The advertisement of diao card washing powder Cup-"My Mom's Story" essay competition was released, and senior high school students' essays were open to the public. Relevant experts were invited as judges, and 5 first prizes, 25 second prizes, 50 third prizes and 80 * * "dutiful sons" were selected.
The first prize winner will reward the "harmonious family" for a five-day double flight to Hainan Island;
The winner of the second prize will get a digital learning machine;
The winner of the third prize will receive an advanced MP3 player.
The lucky one can get a VIP discount card for 20 bags of carved household washing powder at half price.
(The lucky ones were randomly selected from the contributors 1000. )
(2) Mother's Day activities in May 10:
Set up a temporary stage in Xu Dong Xiaopinmao Commercial Center Square, and hold a Mother's Day activity of "Special Envoy of Diaopai Washing Powder-Love May, Be Thanksgiving for Motherly Love" at 3 pm on Mother's Day (because most people's holidays are an afternoon).
Activity flow:
Before 2: 30, all the participants were dressed up and the guests began to take their seats.
3:00-3: 15, the opening dance begins and the guests are seated.
From 3: 15 to 3: 30, the host announced the official start of the activity. The host introduced Diao brand washing powder products, expounded the concept and positioning, and thanked the organizers of the event.
From 3: 30 to 4: 30, Professor Yu Dan was invited to give a lecture on Chinese studies "Benevolence" and ask questions on the spot.
4: 30-5: 15 "I comb my mother's hair once" activity, so that the winning son can comb his mother's hair once on the spot, experience the hardships of raising himself by his mother, create a heart-to-heart communication for his mother and children, give her the most unforgettable Mother's Day, make every family more harmonious and improve the quality of life of every family. At the same time, a comb with the trademark of "Carving Brand" was distributed to every participant and audience at the scene.
5: 15-5: 45 Diao brand washing powder has a quiz.
At 5: 45-6: 00, the employees of the company sang a song "Grateful Heart" for their mother as the end of the activity.
After 6: 00, 1000 bags of 300 grams will be sent to Dior brand washing powder for trial delivery.
The host thanked Ainas Company, and the guests left in turn, ending the activity.
Media strategy:
I. Details of advertisements in newspapers and magazines:
1, preliminary work:
(1) Negotiate with the Municipal Youth League Committee to publicize the festive atmosphere of Mother's Day;
(2) Negotiate with the media to form media support for the activities;
(3) Implement the preparation of prizes and gifts.
2. Implementation of activities:
(1) Complete all preparations before April 10;
(2) In April 1 1, 12, 13, an essay announcement was published in Wuhan Evening News, and three public service advertisements were released.
(3) Report and publicize the activities on April 25th and 26th to create an atmosphere;
(4) On April 30th, Chutian Metropolis Daily 1/4 published the award-winning results;
(5) From May/KLOC-0 to May 1 0, the shopping mall bought Diao brand washing powder for greeting cards.
1 1 public service advertisements were released in Chutian Metropolis Daily on June 0 and June 12 respectively;
(6) May 10, TV special report;
(7) On May 15, Wuhan Evening News held a discussion on "Communication between Two Generations, Communication of Mothers' Feelings", which was postponed and its influence was enhanced; Issue public service advertisements 1 article;
(8) On May 20th, brand promotion soft text;
Two. Details of publicity and planning activities:
During the activity:
The backstage is named after the name of Ainas Company and the trademark of Diao brand washing powder.
Distribute a large number of advertising leaflets within the scope of the event site.
The host of the program was interspersed with irregular publicity and introduction to the company.
Special program specially designed for the company: prize-winning question-and-answer activity (answering the information provided by the company with prizes on the spot).
After the event:
Follow up the effect of this activity and submit it to the company in the form of written investigation report for reference in future activities and cooperation.
Invite major local media to report the details of the event.
Public relations activity planning Article 2 The contents of public relations planning copy mainly include the following ten aspects:
I. Title
A complete copy of public relations planning must have a title, which makes people understand that it is an activity planning book rather than a work summary or evaluation report.
The title can be written directly as "xx activity plan of xx company", or it can be used as the main title with words indicating an activity theme and "xx activity plan of xx company" as the subtitle.
The title should be easy to understand.
Two. foreword
Also called background introduction. That is to briefly introduce the background of organizing and planning this copy. Because the planning, organization and implementation of any special public relations activities of social organizations are not without reasons, and they all have their specific backgrounds and needs. Only by clarifying this background and demand can we draw out the specific planning content (scheme) behind it and explain the urgency and significance of holding this activity. Without a certain activity background, the planning content (scheme) will be lost.
The preface should be concise.
Three. Investigation and analysis
Public relations planning is based on investigation and analysis, which is the preliminary work of public relations activity planning. The investigation and analysis mainly focuses on the concrete analysis of the organizational image, which can be analyzed from the advantages, problems and opportunities of the current organizational image, so as to clarify the focus and direction of the next public relations work.
The investigation and analysis should pay attention to the representativeness of the investigation object, the applicability of the investigation means, the scientificity of the investigation method, the authenticity and comprehensiveness of the data collection and the reliability of the analysis conclusion.
Four. Target strategy
In order to improve the effect of public relations activities, we must establish public relations objectives. The classification of goals should be selected according to the specific situation of the organization, such as dividing goals into general goals and sub-goals, long-term goals, stage goals and specific goals. (See page 188 of the textbook).
The goal strategy mainly considers whether the set goal conforms to the development strategy of social organizations, the positioning requirements of organizational image, the needs of the public, the needs of social culture and its development, and the problems existing in the organization.
Verb (abbreviation of verb) creative statement
Creativity is the key to the success of public relations activities Creativity is a creative thinking activity carried out by public relations personnel according to the investigation conclusion, the image characteristics of social organizations and the public demand. It is the crowning touch in the whole public relations activity planning. A creative public relations plan can attract and infect the public and make public relations communication achieve good results.
Creative content includes:
1. Activity theme.
2. Name and project of the activity.
3. Slogan.
4. Publicity works, etc.
The theme of the activity should be novel, unique, individual, artistic and attractive.
Media strategy of intransitive verbs
The process of public relations activities is also a process of information dissemination and two-way communication to the public. Therefore, the correct choice of media is an important part of the success of the event.
The choice of media should be targeted, feasible and effective.
Seven. Activity plan
The activity plan is a guide to specific activities. Each activity plan should be formulated separately according to each activity item.
The activity plan should be thorough, operable and specific.
Eight. budget
Correct budget is the guarantee of implementing activities.
The budget should be reasonable, comprehensive and leave room.
Nine. Validity evaluation
Correctly evaluating the effect of this activity will help organizations to understand the realization degree of public relations programs, measure the actual effect of public relations activities, mobilize the enthusiasm of public relations personnel, and provide new information for the next round of public relations work.
The effect evaluation should be based on the goal, seek truth from facts and give the method of effect evaluation.
X. signature
At the end of the copy, it should be stated:
1. Name of the planner. The name of the public relations company, department or planner.
2. Plan the writing time. X year x month x day.
Public relations activity planning Article 3 Activity name: Public relations elegant demeanour exhibition
The purpose of the activity: to publicize the basic knowledge of public relations in a way that members love and hear, to improve the enthusiasm of members to participate in activities and improve their public relations literacy.
Theme: Public relations exhibition, showing public relations style.
Activity content:
1. We publicize the origin, development and some basic principles of public-private relations to our members through pictures. If sponsorship permits, we will also issue knowledge manuals to members.
2. We will also invite Mr. Feng Lan and well-known cosmetics brand consultants to explain the dress and public relations etiquette used by makeup artists to members, so that members can realize the importance of public relations knowledge in their daily lives.
Activity purpose:
1. Popularize basic public relations knowledge. It is always believed that members do not have basic public relations knowledge.
2. Use vivid and interesting forms to teach the life skills used and improve the confidence and interest of members in the activities of the association.
Participants: new and old members of the association
Activity arrangement
Public relations photo exhibition
Estimated time: April10-April 15.
Estimated location: Yuan Bo Avenue and Huiyuan Avenue.
Activity arrangement: Post leaflets on the main roads of Expo Park and Huiyuan Garden.
Organization and personnel arrangement: person in charge: Huang Fei Participants: other key members of the Association.
Lecture on etiquette of public relations documents
Estimated time: 7: 00 pm on April 6th 1 1.
Estimated location: Sanjiao b205 Highway
Activity arrangement: Teacher Feng Lan and cosmetics brand consultant are invited to explain some daily dress etiquette and makeup artists to members.
Organization and personnel arrangement: person in charge: Huang Fei Participants: all key members of the Association.
publicity programme
There is no need to publicize the public relations photo exhibition, because it is a way of publicity in itself.
Publicity of instrument etiquette lecture: hand-painted posters, 3 times *3 sheets =9 copies.
30 handwritten posters, each time 15, posted in the canteen, dormitory and information column.
financial plan
Public relations activity planning Part IV I Preface:
1, background:
Thirteen years of wind and rain, thirteen years of spring and autumn. Shanghai Vocational College of Business Foreign Languages will celebrate its thirteenth birthday. From the initial stage to the post-disaster reconstruction stage, Shanghai Vocational College of Business Foreign Languages has continued to grow and develop. Succession from generation to generation, hard work, the school has set up one brilliant milestone after another. The purpose of the college's decision to start the celebration is to review the history of the school in xx years, show its achievements in xx years, look forward to a bright future, expand its popularity, gain an advantage in the competition with private universities, and promote the comprehensive and rapid development of the school into a well-known university in China and a first-class independent private university in China.
The xx anniversary celebration of Shanghai Vocational College of Business Foreign Languages will be held on xx, xx. We warmly invite and sincerely welcome leaders at all levels, people from all walks of life, friends and alumni to gather in our hospital in the golden autumn of 20xx to participate in the grand event.
2, the purpose of public relations planning:
① Review the history of running a school, inherit the fine traditions, sum up the experience of running a school, show the achievements of running a school, innovate the characteristics of running a school, and promote the all-round development of the school.
② Strengthen external communication, expand external influence, improve the visibility of the school, establish a good social image, win strong support from all walks of life, optimize the external environment of the school, expand the school space and accelerate the development of the school.
③ Enhance the cohesion, centripetal force and appeal of the school, and encourage all teachers, students, staff and alumni to contribute their wisdom and strength to make the alma mater better.
④ Taking the xx anniversary as an opportunity, we seized the rare opportunity that superior leaders attached importance to supporting the construction and development of our school, organized internal and external forces, actively implemented and planned, and created great educational achievements.
Second, the activity objectives:
1. Through vivid and effective publicity activities, let all sectors of society know about the history and achievements of Shanghai Vocational College of Business Foreign Languages, improve the visibility and influence of the school, make alumni love Shanghai Vocational College of Business Foreign Languages more, actively strive for the attention of party committees and governments at all levels and all sectors of society, and support the construction and development of Shanghai Vocational College of Business Foreign Languages more.
2. Through various distinctive and fruitful celebration activities, increase the cohesion of all teachers and students, establish a high sense of pride, self-confidence and responsibility, unite as one, and greet the xx anniversary celebration with excellent work performance and excellent academic performance.
Third, the public:
1. Hospital staff: leaders, teachers and students of all units in the school.
2. Off-campus personnel: leaders of brother colleges, leaders of provincial and municipal committees, alumni who graduated from colleges, etc.
3. Media personnel: provincial and municipal newspapers, TV stations, journalists, etc.
Fourth, the theme of the event: recalling the past years and feeling the kindness of my alma mater.
Verb (abbreviation for verb) celebration:
(1) startup phase:
1. Establish a leading organization and working organization for the celebration.
2, study and determine the celebration day and the name of the celebration.
3. Hold a meeting of working group leaders to elect each group of staff.
4, each team according to the job responsibilities put forward work plan submitted to the celebration leading group for approval.
5. Create a celebration atmosphere inside and outside the school and publish a letter to alumni.
6. Start raising funds for the celebration.
7. Study and determine planning projects and campus landscape projects.
8. Enrich and improve the construction of campus culture, and design school songs, school mottos, school spirit, teaching style and study style.
9. The theme of media publicity activities is to increase cohesion, raise awareness, expand the influence of schools and create a festive atmosphere.
10, complete other tasks determined by the leading group for celebration preparation.
(2) the preparation stage:
1. Establish local alumni liaison stations and alumni websites, take alumni as the center, enhance the cohesion of the school and the sense of identity of the majority of alumni, establish local alumni liaison stations and establish alumni websites, including: establishing a college alumni information database or printing alumni records, and establishing alumni websites; Promote the establishment of local alumni branches.
2. Organize the construction of campus infrastructure: transform school gates and moral education walls, build school celebration signs, and repair and beautify the campus environment. Landscape beautification, school renovation.
3. Hold a literary evening to celebrate the xx anniversary of the establishment of Shanghai Vocational College of Business and Foreign Languages: organize rehearsals and exhibitions of teachers and students' literary activities.
4. Organize the implementation of planning projects and campus landscape projects.
5. Continue to raise funds related to celebration activities and set up special funds.
6. Contact and implement the leadership inscription, determine the list of important leaders, guests and important alumni, and hold a grand celebration of xx anniversary.
7, determine the publicity media and publicity activities.
8. Formulate specific implementation plans for celebration activities.
9. Complete other tasks determined by the celebration leading group.
(3) Implementation stage:
1. Invite leaders, guests and alumni.
2. Compile the history of the school, compile picture books, edit the special issue of the school anniversary, make CDs (feature films), design and determine the souvenirs of the school anniversary, and publish the history of the school.
3. Draft the anniversary manuscript and print the written materials.
4. Hold a press conference and increase the publicity of the anniversary in various media. The theme is to increase cohesion internally, increase visibility externally, expand the influence of the school and create a festive atmosphere.
Including:
(1) Introduce the school CD comprehensively.
(2) printing xx anniversary album.
(3) According to the characteristics of the college, each college carries out the activities of "stressing specialty" in teaching and research; Through the process of "stressing specialty", teachers should know whether the professional curriculum system is scientific, whether it can support their own training goals, and the position of the courses taught in the professional curriculum system. Through the series of activities of "Talking about Specialty", the content of specialty construction is further clarified, the theoretical teaching system and practical teaching system are improved, the specialty characteristics are condensed, and the overall level of specialty construction is improved.
(4) the celebration news release.
⑤ Establish a celebration network.
⑥ With the theme of "My Virtue and Great Feeling", the school newspaper carried out essay-writing activities for alumni, students and faculty, and collected and published award-winning works.
⑦ Publish a special issue of the school newspaper.
Contact the media and organize a series of reports: extensive publicity is also a necessary means.
Pet-name ruby in order to make the celebration achieve better publicity effect, on the eve of the celebration, banner advertisements were successively put out in places where people are concentrated in the city center; Posting celebration slogans on trunk buses of bus companies; Turn the motor vehicles in the school into propaganda floats and shuttle back and forth on the street; Organize students to take to the streets to publicize.
Attending register to accept gifts and money and show them.
Participating in the 12 freshman parade, on the one hand, shows the vitality of freshmen and symbolizes the vigorous development of the school; On the other hand, letting freshmen participate in this celebration and present gifts to their alma mater in the special form of "military parade" can not only enhance their sense of belonging and pride, but also add a beautiful landscape to the venue.