1. activity overview: take small and medium-sized companies as units (large companies can be some units), take the living water hall as the activity place, and organize social activities for enterprise employees.
2. Purpose of the activity: expand the customer base and expand the "living water health" from family behavior to social behavior.
3. Target group: young white-collar workers of the company.
market analysis
With the development of modern commercial society, people are increasingly alienated in busy cities. The young white-collar workers in the office building revolve around their work day after day, but the beautiful needs full of human feelings, such as meeting like-minded friends and finding partners in life, have been put on hold helplessly. As a result, a platform that can discover friendship and meet love songs has become a selling point of the market.
As a healthy leisure and fitness place, the Living Water Pavilion has all kinds of fashionable activity facilities. Life originated from water. In the pure and transparent water world, people shed their worldly disguise and communicate with each other in a more "ID" manner. It can be predicted that this mode of communication will become more and more popular after proper publicity and promotion.
Marketing plan
1, media policy
Considering the cost, arrival rate and other factors, it is promoted in the following ways:
(1) DM form: print about 3000 copies and send them to companies by mail.
⑵ E-mail: The planner makes an illustrated publicity interface and sends it by e-mail.
⑶ Newspaper: In order to strengthen the credibility and influence of the activity, advertisements/soft articles can be published in the print media for three times (not too many times).
(4) Telephone promotion: In order to be more targeted, after the above-mentioned publicity methods are carried out for about a week, the marketing personnel will call the companies for publicity and explanation, and go to the companies with cooperation intentions for negotiation and recommendation.
2. Product marketing
(1) Tickets are free:
It can be fixed in public places and facilities such as swimming pools that are open during the day on Wednesdays and Fridays as places for social activities.
Each time three companies are selected to participate in the activity, their participating employees can fill in the registration form and enter the venue free of charge.
Games were set up at the activity site, and health coaches were invited to give lectures, put forward their own opinions and publicize the facilities of the museum. In order to increase the cohesion of participating companies, you can also set up related games and strengthen team building.
(2) weekend party:
On-the-spot registration was accepted for the previous networking activities on Wednesdays and Fridays, and only 20 yuan/person was needed to attend the "Living Water" single men and women fashion party on weekends (Saturday and Sunday afternoons). The purpose of the party is to connect single men and women, and the specific contents include "singing in the water" and "relay race in the water" (to be determined).
(3) Card:
① "Friendship Card": All participants can fill in their personal data and apply for a "running water card" for free. This card is similar to a membership card, with a 10% discount on consumption.
② "Personal Card": monthly card, each 220 yuan (20 yuan is cheaper than usual, but not all projects can apply for this card in order to control costs).
③ "Living Water Card": namely season card, each 480 yuan (in order to control the cost, not all projects can apply this card).
Activity flow
Person in charge of time content
Before the activity began, DM sheets and emails were made and distributed in March, and the first issue of newspaper advertising marketers was published by telephone.
In the middle of the activity, social activities will be held twice a week from April to May, and party activities will be planned (hosted) twice a week.
Follow up with customers in June, September and June 10, and sort out customer information to prepare for the next stage of activities.
risk assessment
(1) Will any company be willing to participate?
Because the activity is free, and the activity contains the content of strengthening the team building of enterprises, and the business of major companies is often not particularly busy in April and May, as employee welfare, the activity should be won by enterprises.
Industry recognition.
(2) Will the activity cost be too high?
Although the activity is free, because only public facilities such as swimming pool are opened, and the activity is held during the day on Wednesday and Friday, the number of people during working hours is relatively small, but the facilities that are usually idle are used, so the cost is not large.
Cost evaluation
kind
Project Expense Name Expense Component Expense Budget (Yuan)
Publicity expenses DM sheet 3000 * 0.2 600 yuan.
E-mail 0
Newspaper 1500 * 3 4500 yuan
Telephone charge ¥ 1000
Brief introduction of site fee
Brief introduction of human resource cost
Introduction to other expenses
Attachment: Interpretation of Living Water Human Feelings
There is a poem in Zhu's Random Thoughts on Reading, which says, "Ask where the canal is so clear, because there is flowing water at the source." It is really "households can't dig, running water can't rot." Only by drawing living water from the source, strengthening communication and being a caring person in life can we better integrate into society and realize a happy life.
The concepts of "living water for human feelings" and "living water for health" coincide, attracting living water, meeting people and talking about love.
Large-scale event planning 2 ● Event planning (This part mainly talks about the general situation of the event destination. In order to attract visitors' attention, we can describe beautiful things more perfectly through rhetoric. )
● The level of activities (refer to the attached "activity grading standard") is attached with "outdoor activities grading standard of some outdoor organizations in China" for reference. We can also use our own grading standards.
● Time and place of activities
1, the departure time and place of the activity set;
2. The expected time and place of the end of the activity;
● Activity Plan The activity plan may include the following information:
1, the starting point, transfer point and end point of the vehicle;
2. The state and activities of stopovers;
3, the way of camping and inn accommodation, and the camping place that needs camping;
4. The final destination and ending information of the activity project.
● The general situation of the line mainly includes: road conditions; Scenic spots and scenery that pass and stay along the way; Warm tips for participants;
● Budget
1, expense method: (AA system expense AA tax AA happy AA);
2. Estimation of total tourism expenses and per capita expenses;
3. During the activity, we need to share the cost estimate;
4. Management, use and treatment of expenses.
● Equipment requirements
1, personal equipment;
2. Mass equipment;
3. Supply guarantee;
4. Others (such as maps, geography and other technical materials or other needs).
● Registration requirements
1, the total number of participants in the activity plan;
2. Restrictions on the age and gender of participants;
3. Requirements for personal outdoor experience;
4. Registration method: specify the contact person and contact information.
● Disciplinary requirements
1, whether to abide by the rules, systems and conventions of a group activity or an outdoor activity;
2. Environmental protection requirements;
3. Requirements in activities (disciplinary requirements for travel, marching, camping, activities, etc.). );
● Activity requirements
1。 Good health, gregarious personality and discipline.
2。 Mass activities, mutual care, friendship will last forever.
3。 Protect the environment, do not throw garbage, and do not destroy the ecology.
4。 The team leader has the right to temporarily change the plan according to the emergency.
● Before departure, inform every member of the team of the status and contact information of the promoters (i.e. organizers, general managers), pioneers, coordinators, team members and other related personnel in the activity, and give the communication contact information to every participant in the activity.
● Other matters that need to be explained.
1、
2、
3、
4、
Large-scale event planning 3 I. Purpose of the event:
In order to celebrate New Year's Day, enrich students' cultural life, stimulate players' interest, cultivate players' extensive hobbies, give play to their personal specialties and improve their comprehensive quality, it is planned to hold a town-wide cultural performance before New Year's Day.
Second, the activity content:
Celebrate New Year's Day, praise the motherland, praise the people, praise the beautiful life of children in China, and praise the newcomers, new things and new features in social real life.
Third, the form of expression:
Dance, sketch, cross talk, song, musical instrument solo, ensemble, etc.
Four. Participants:
Primary school art performance team, all teachers and students.
Verb (abbreviation for verb) Activity place and time:
Venue: playground.
Time: 65438+9:00 ~ 12:00 am on February 30th.
Distribution and requirements of intransitive verb items;
1. Please submit the form, name, actor list and number of tutors of the programs of each school to the general counselor of the Young Pioneers before 12. Once the program is reported, it cannot be changed. If you don't report it, you will automatically abstain.
2, the performance of each program is not less than 3 minutes, not more than 6 minutes.
3. Songs need to be played in performances, all of which are vcd or dvd. The CD should be sent to the headmaster before1February 21February 2, so that it can be played properly.
Seven, personnel arrangement and division of labor:
1. Leading group: (responsible for organizing activities)
Team leader: Ma
Team members: all teachers
2. Stage and venue group: (responsible for stage layout and venue planning)
Team leader: Ma
Team members: all teachers
3. Audio group: (responsible for installing audio, collecting CDs and numbering)
Team leader: Ma
Team members: all teachers
4. secretary group: (responsible for stage design, writing lines, arranging programs, training hosts, etc. )
Team leader: Ma
Team members: all teachers
5. Logistics team: (responsible for purchasing prizes, supplying tea, doing a good job of reception and serving as medical staff)
Team leader: Ma
Team members: all teachers
6. The jury:
Team leader: Ma
Judge: All teachers.
7. Security Group:
All teachers
8. Organization of the venue: all teachers.
Eight. Other matters:
1, the costumes and props used in the program should be solved by themselves in principle.
2. Designate leaders and teachers to take actors to the performance site to participate in activities, arrange the life of actors, and pay special attention to safety discipline.
3. Each program will arrive at the frontcourt two programs in advance.
4. Educate students to ensure the venue hygiene and venue discipline during the movie viewing.
5. Other unfinished matters will be notified separately.
Large-scale event planning 4 I. Purpose of the event:
Enrich the cultural life of Vanke community owners
Enhance the customer's living experience, guide a healthy and civilized living atmosphere, enhance neighborhood care, consolidate and expand the influence of Vanke's community cultural brand, and cooperate with the group to hold the seventh "Vanke Community Happy Family Festival" in 20xx.
2. Activity time: September 20xx 19 (unified opening) to 10 year 10 month1.
Three. Location: City Garden, Xingyuan, Qingqing Home and Xishan Courtyard.
Four Seasons Flower City, East Embankment, Zitai Home, Holiday Scenery, Jinyang
Four. Theme: "Happy Family" —— The 7th Happy Family Festival in Vanke Community
Verb (abbreviation of verb) activity form:
On the occasion of the 60th anniversary of the founding of New China, with the theme of "Happy Home", patriotic activities were carried out in the community through competitions such as painting, photography, essay writing and calligraphy, offering good wishes to the motherland, and at the same time conveying the aspiration that "a beautiful home needs our joint creation" to the owners, so that the owners can first care for our community and jointly create a happy home under the influence of patriotism. ? A happiness lecture focusing on improving the quality of life and increasing the happiness index of owners. Family mobilization for the purpose of increasing childlike innocence and interest and improving family happiness.
Open-air viewing activities focusing on revisiting history and enhancing patriotic feelings. ? Autumn picking activities focusing on feeling nature and experiencing labor pleasure.
Golf experience activities focusing on enjoying fashionable sports and cultivating elegant taste. ? A community flea market dedicated to promoting neighborhood communication and maintaining and increasing value. The Mid-Autumn Festival buffet is mainly to appreciate traditional festivals and enhance neighborhood friendship. Remarks:
(1) With the approaching of the 60th anniversary celebration of the motherland, local public security organs have strengthened their control over assemblies, and all activities with more than 35 people need to apply to the local police station.
(2) Affected by the H 1N 1 flu in Beijing, all districts and counties issued the Emergency Notice on Further Strengthening the Control of Group Activities, making it clear that all groups with more than 2 0 participants are group activities.
(3) In view of the above situation, this activity will be limited in form.
Sixth, specific planning.
1, unified publicity form requirements of the company: pre-publicity:
(1) Post public notices at the customer service front desk, the clubhouse front desk and the public information column in each park.
(2) The publicity backboard shall be made in the main venue of the opening ceremony of each park and kept until the end of the closing ceremony.
(3) key customers are invited by telephone, and the front desk staff publicizes them to customers.
After publicity:
(1) Social level: The company communicated with China Property Management magazine and reported the 7th Happy Family Festival in Vanke Community to expand the social influence of this event. (2) Customer level:
After each activity, the whole activity (words+pictures) will be made into exhibition boards and publicized in the park.
In the theme activity of "Living in Vanke", it was published in the form of a special issue.
2. Activity requirements:
Activity1(65438 September 2009):
Activity content: Opening ceremony: 100-meter scroll to welcome the National Day Specific requirements:
(1) Organize the owners to paint on a 60-meter scroll to express their wishes and feelings for the motherland and convey the owners' perception of a happy life in the community.
(2) The venue layout should include backboard, main venue, audio and microphone. Theme background music (me and my motherland, today is your birthday, singing about my motherland, I love you, China) sets off the atmosphere.
Activity 2 (September1September-June 65438+1October 1 1)
Activities: Taking the 60th anniversary of the National Day as an opportunity, a series of activities such as painting, photography, calligraphy and essay competition were held in Beijing Vanke Community.
Specific requirements: On the occasion of the 60th anniversary of the National Day, all projects should mobilize owners to actively participate in a series of activities, guide owners to perceive a happy life in the community, and jointly build a harmonious park.
Activity 3 (September 26th): Make different types of activities according to the characteristics of each project:
(1) Watch open-air movies (patriotic movies and movies dating back to happy times) during the four seasons holiday.
(2) According to customers' love and demand for going out for picking, combined with the geographical location and existing resources of each project, Chenghua, Xingyuan, Qingqing, Xishan, Dongdi and Jinyang organized owners to go to Pinggu and Organic Farm for "autumn picking", and added the element of "happiness is around" while organizing owners to go out for picking.
(3) Zitai organized a food DIY activity to let the owners personally experience DIY food interactive activities such as baking bread and making small noodles.
Activity 4 (September 30th-June 5438+1October 3rd): According to the characteristics of each project, make different activity type plans.
Activity 5: Closing Ceremony (65438+1October 8-65438+1October1). According to the characteristics of each project, make different activity type plans.
Seven. Effect evaluation
Submit the summary of individual activities within 3 days after the end of the activity, and submit the summary of overall activities before June 10/4.
Eight, service center activity planning
Beijing Vanke Property Service Co., Ltd.
20xx August 28th