Tea Culture Promotion Plan 1 Case Preface: Tea culture has a long history and profound connotation in China. Lin Bu, a famous poet in the Song Dynasty, wrote a poem: the stone grinds the flying dust lightly, and the frankincense cooks the sword and springs. It is difficult to know the peerless products in the world, and it is also idle to recall the ancients for the tea classics.
For people with rich life experience, tea narration is the best way to laugh at life and express their feelings. Cool autumn, a pot of green tea, affectionate; A cup in your hand, fragrant around your fingers, will have three days of lingering feelings. There is a rush and calmness of "picking chrysanthemums under the east fence and seeing Nanshan leisurely". In Sichuan, drinking tea is an important part of ancient Bashu culture. People not only have a natural preference for drinking tea, but also rely on the comfortable, friendly and good atmosphere brought by tea culture.
To sum up, this case will deeply explore the relationship between tea culture and people's daily living habits, and combine the characteristics of the customer groups of Water Love in Border Town, and strive to closely link the image of "the second residence of urban elites" with the characteristics of water areas, so as to render the nostalgic, friendly and natural cultural atmosphere created by Water Love in Border Town and enhance the promotion effect.
I. Objectives set by the activity:
1. Fully display the image of the building, and use the hardware and software of the existing facilities to further meet and attract the target customers.
2. Eliminate the doubts of wait-and-see customers in the choice of placing orders, constantly tap and expand target customers in marketing promotion, and reserve rich customers for the second-phase sales sprint.
3. Intensify efforts to enrich and enhance the cultural orientation of "Border Town Water Love"
4. Realize 1 1 monthly marketing boom.
Second, the activity execution standard:
1, to achieve the pertinence, effectiveness, enforceability and visible effect of promotion.
2. Attract market attention and expand social effects.
3. Achieve the word-of-mouth effect of marketing and publicity, and deepen the cultural influence of Love in Border Town in the hearts of consumers.
4. Maximize the rational use of promotion funds and maximize market gains.
Third, the activity application promotion language:
Warm a pot of tea for you and wait for you to travel all over the world.
IV. Core points of activity implementation:
Integrate the advantages of project resources, take the main carrier of this activity "tea culture" and nostalgic life tone as the magnetic field, attract target customers to the scene, focus on displaying the landscape presented in the first phase, and supplement with favorable preferential policies to achieve marketing objectives and create momentum for the opening of the second phase.
Verb (abbreviation of verb) activity planning scheme:
1. Suggested theme of the activity: "Years in Tea, Feelings Like Water-Border Town Water Love China Tea Culture Live Exhibition"
2. Suggested execution time: 165438+ 10 month 16, 17.
3. Location: the project site of "Love in Border Town"
4. Suggestions for organizing activities:
Sponsor: Tian Xiang Real Estate
Co-organizers: famous tea and tea set dealers, tea performance societies.
5. Activity site: Water Love Sales Hall, Model Room and Private Garden in Border Town.
6. Event inviter:
Leader of Sichuan Tea Association
Well-known folk tea culture researchers
Zhiming tea performance club
Owners, prospective owners, prospective customers and tea culture lovers of Water Love in Border Town.
Chengdu Business Daily, Chengdu Evening News, Chengdu Economic TV Station, sctv and other related media people.
Cooperative measures related to intransitive verbs;
Measures implementation objectives:
Promote the sales boom with emotional touch and interest stimulation
Specific contents of the measures:
1, customers who make decisions on the same day can enjoy a certain degree of discount.
2. Before 10, it was confirmed that the customer could get the extra decoration package presented by the developer.
3. Both parties who have reached a house purchase through the introduction of the owner or prospective owner can enjoy the preferential treatment of exemption from property management fees for a certain period of time.
4. The second phase has accepted the lottery, and the customers who lottery on the same day enjoy a certain degree of discount when they formally buy a house.
Seven. Specific content and implementation process of the activity:
165438+ 10/6
1, Tea Talk
Speech by the leaders of Sichuan Tea Association.
-create a professional atmosphere for this event, provide strong support and strengthen the grand color of the event.
The leaders of "Water Love in Border Town" delivered speeches, invited well-known tea culture researchers and tea performance societies to make appearances one by one, and made short speeches, thanking the supporting businesses of this activity.
—— Arouse the nostalgia of the audience, render the warm atmosphere of the live event, pave the way for the appreciation of this event, and highly attract the attention of the audience.
The representative of the owner of "Water Love in Border Town" delivered a speech, announcing the official start of this tea culture live show weekend.
-Make a statement from the perspective of residents, and truly reproduce the home environment of "Water Love in Border Town", which is in line with people's living ideal and docking the project itself, so as to achieve the purpose of promotion.
2. "Tea Thinking"
The famous tea varieties participating in this activity were listed by folk tea culture researchers, and their product characteristics, historical origins and related knowledge points were described in detail. At the same time, the audience will be arranged for selective tasting.
—— The opening with strong national flavor paved the way for the whole activity and naturally focused the audience's attention.
3. Tea Rhyme
The unique tea performance of the tea club; And extemporaneously invite the audience to participate, teach and taste on the spot; The participating audience will receive famous tea gifts.
-further enhance the audience's interest in tea culture, mobilize their participation and enthusiasm, consciously cultivate the image of a master, and form a sense of intimacy with "Water Love in Border Town"
4. "tea scene"
By the "Border Town Water Love" property consultants to distribute project information, detailed introduction of products, showing the image and environment of the property.
-focus on rendering the landscape features and the living atmosphere brought by private gardens, organically combining with the theme of this activity, naturally shifting the audience's attention to the project itself, thus forming a more direct and profound impression of "water love in the border town"
5. "Tea set"
The property consultant of "Water Love in Border Town" organized the audience to watch tea sets; Then visit the indoor landscape and model room of the project and draw a lottery in the private garden. The lucky audience will get a set of tea set gifts.
—— Taking the tea set as the traction, the details of the project will be displayed in a panoramic view, which will deepen the audience's good impression of "Water Love in Border Town".
6. "tea affair"
Announce the successful conclusion of this tea culture exhibition; Organize the audience to enjoy tea and relax in the private garden; Inform the relevant preferential policies during this activity; The property consultant will be responsible for detailed explanation, acceptance and numbering.
—— The event terminal will return to marketing, continue the influence left by tea culture activities, launch sales work, and promote more orders, thus achieving the promotion purpose of this event.
165438+ 10/7
Customers who visit the "Border Town Water Love" site on the same day can enjoy tea and tea sets for free, and continue to enjoy preferential items during tea culture activities.
Eight, planning and operation:
Planning operation steps:
1, combined with the strong hardware advantages of the project, improve market visibility and attention, and vigorously attract the attention of target customers in Chengdu and Wenjiang markets.
2. Fully display the presented project scenarios and supporting facilities to eliminate market doubts.
3. Gather popularity through targeted public relations activities, attract target customers to visit the project site, create momentum for the second phase of sales, and reserve enough customers.
4. Attract more intended customers with appropriate sales benefits, and urge the original intended customers to place orders as soon as possible.
Planned operation period:165438+1October 8th-165438+1October 65438+May.
Planning and promotion means:
Media plane
Tv cf advertisement
Dm Direct Mail (Invitation Card)
Planning and promotion rhythm:
-"newspaper media"
1. Theme: Integrating the advantages of "Border Town Water Love" project+related activity information.
2. Form: Chengdu Business Daily 1/3 Color Edition
3. Execution time: 165438+ 10/5 (Friday)
-TV cf advertisement
1, theme: "Time is like tea and water"
2. Form: making 15 second TV cf advertisement "Time is in tea, like water feelings"
3. Media release: broadcast time of sctv and Sichuan cable TV stations.
4. Delivery time: 165438+ 10/3-165438+10/5.
-DM direct mail invitation letter
1. Theme: "Time is like tea and water —— Love of Water in Border Town China Tea Culture Live Show Weekend"
2. Form: single page; figure
3. Execution form: delivery shall be made according to the contact information of the owner/prospective owner/intended customer; Cooperate with the designated place to obtain
4. Execution time:165438+1October 8th ——165438+1October 65438+May.
Nine, the integration and application of media resources:
165438+1October 12, 13 "Sichuan Cable Integrated Channel" and "Chengdu Economic TV Station" real estate program reports.
165438+ 10/4, social news report of Chengdu Business Daily.
165438+ 10/5, Chengdu Evening News reported soft news.
X. Suggestions for on-site packaging:
Doors, passageways-site layout (such as balloons, arches, cloth) for rendering atmosphere, and indication system.
The main sales hall of the event-the background board of large-scale theme activities of the sales information (real scene presentation, second-phase number information, preferential policies) of "Border Town Water Love"; Yi Labao related to tea culture; Stages and simple audio equipment for temporary performances; Classical background music, etc
At the entrance of the sales hall-autograph books and business card boxes are set up in different categories for owners and intended customers to sign in respectively. Small gifts (such as a small tea package printed with the words "Water Love in Border Town") are set up at the sign-in desk.
In the sales hall-tea and cakes are placed in the corner of the hall, with project information posted on them.
All the exits, activities and other places-have the theme activities of "Time is in tea, feelings are like water", as well as the sales information of Yi Labao and "Water Love in Border Town".
Planning scheme of tea culture promotion activities II. Purpose of the activity
Watch the tea ceremony, touch the tea ceremony, and experience the old saying that tea can nourish nature. I hope students can have a deeper understanding of tea, tea culture and life through artistic performances.
Second, the theme of the event:
sip tea and appraise its flavour and quality
Third, the object of the activity
the whole school
Fourth, the activity time
May 18 starts at 5: 30 pm.
Verb (abbreviation for verb) activity place
School auditorium
Activity mode of intransitive verbs
Team competitions and tea series performances.
Seven. Detailed programme of activities
1, activity content
Team competition (college registration system) requires 3 representatives for each department.
Tea club introduces tea culture and the long history of tea. The host came out to introduce the judges and guests present and invited the players to play.
B, multiple-choice questions 5 points each, time 1 minute. The required questions are selected by each department and answered with placards. At the same time, two representatives are scoring, on one side of the display board. Finally, the host announced the final score of the first round. After the intense competition, in order to relieve the pressure, the contestants were invited to rest backstage and brought by the tea house. Famous tea says "the legend of Xinyang Maojian tea"
C, after relaxing, start a new round of tea puzzles, each question is 5 minutes, 3 minutes, and must be answered. If the department answering the question does not answer the question, it can ask for help from other places, and each department has only one chance.
D after the intense tea puzzle, at the same time, the tea club will bring you Tieguanyin tea performance and invite representatives from various departments to taste tea.
E. After that, the score of each question is 10, the time is 5 minutes, and the questions are required. Students have an understanding of tea, from which they can realize the true meaning of life. The judges in the audience score and get an average score, and the results are announced after each answer.
F, count the final scores in groups and bring you drama Dongpo and Zen tea.
G. the scores will be announced in groups, and the judges will come to the stage to present awards.
2. Publicity methods
Poster; playbill
A calligraphy or painting scroll hanging vertically.
radio station
school newspaper
Eight. capital budget
Activity budget, Tieguanyin tea, first prize summer quilt
Second prize umbrella
Third class trophy
Give me a pen and supplement it from a different place (you need to come up with an outreach plan and a publicity plan with the External Relations Department and the Propaganda Department)
Planning scheme of tea culture promotion activities 3 I. Registration background
Jas Pouch Lee Tea Club is a student group that students who like tea art voluntarily join. Adhering to the spirit of traditional tea ceremony in China, the club is committed to promoting tea knowledge, popularizing tea culture, and spreading green and low-carbon ideas and healthy lifestyles. As freshmen, our club is committed to cultivating members' sentiment, making their love for tea rise to the pursuit of "quietness" and "comfort" in life, cultivating their self-cultivation, enriching their college life, and laying a good foundation for future employment and entrepreneurship while learning knowledge.
Second, the purpose of enrollment
In order to ensure that Jas Pouch Lee Tea Club has fresh blood and high-quality reserve forces, carry out club work more effectively and realize the alternation of new and old cadres. We will recruit new students on June 18, achieving the following results:
1. Promote the tea culture of Jas Pouch Lee Tea Art Society, popularize tea knowledge, and let new and old students know and understand our society.
2. Absorb some talented and capable students to join our club and inject new vitality into the development of our club. At the same time, it also provides a stage for everyone to play freely and communicate together, so that everyone can give full play to their intelligence, "make the best use of everything and make the best use of people" and shoulder the heavy responsibility of building a good society this year.
3. Create opportunities for individual students who are weak but enterprising and want to get exercise, learn in club activities, and improve their independent planning, collective cooperation, hands-on ability and communication ability.
Third, the enrollment rules
Time: September 18
the second part
Conditions of establishment
Venue: Huanhu Square, Business School
Object: 1 1 freshmen.
Fourth, the enrollment rules
(1) Pre-publicity
1, the propaganda department made a poster about a week in advance, and posted a banner to inform the new recruitment information of 1 1.
2. The ministries and commissions organize personnel to go to bed for publicity, and distribute community recruitment publicity to the freshmen dormitory downstairs.
(2) Formal recruitment
1. The venue is located in the square around the lake in the school. Two tables, two stools, a water dispenser, invoices, etc. Everything is ready, and the external relations department is in charge.
The planning department is responsible for hanging banners and posters, moving tables and setting up tents.
3. The recruitment consultation work is on duty by the community in turn to provide relevant life consultation for freshmen.
4. The training department and the minister are responsible for the scene of the tea ceremony.
5. Students who want to join the club can become members only by paying the membership fee of 20 yuan after registration, and the office and finance department are responsible for collecting the membership fee.
(3) enrollment is over.
Ministries stayed behind to clean up the scene and return the borrowed items.
(four) the basic conditions for applying for membership:
1, has a certain interest in tea culture.
2. Consciously support the articles of association of this association.
3. Willing to join this club.