2. Activity time: March 25 -3 1 (Considering that early March is the last week of the first month of college students' enrollment in spring, there are not many complicated things, and users who want to slim down and shape in the same period also start to exercise).
3. Activity resources:
1) Budget: 65438+ ten thousand yuan.
2) WeChat official account fans (the new list is estimated to have 334,077 fans, and the average estimated amount is around 23,337).
3) Keep the existing college students.
4)keep's self-media matrix resources: WeChat official account, Weibo, applet and APP.
5)keep's brand endorsement
4. Target users: college students.
1. The favorite sports that college students can combine with keep are mainly running, aerobics/yoga;
2. More than 60% of college students who have fitness are using keep, which shows that college students have a high understanding and brand recognition of keep.
3. College students' favorite fitness venues are mainly playgrounds, gyms and dormitories, so this promotion activity can also be carried out online and offline at the same time, with universities in several designated cities in Beishangguang taking the lead in offline activities.
Third, match the selling points for the target users.
In the previous homework, I summarized the seven selling points of keep, and combined with the pain points and needs of the target users of this activity plan-college students, I matched the selling points as follows:
Fourth, confirm the power point.
According to the existing resources and channels, it can be inferred that the average reading volume of keep WeChat official account is around 23,337, but according to the current situation of WeChat official account, the change rate of users in the numbers read every day is not very high. If we only rely on the official WeChat account to promote this activity, the bottleneck will be even greater, so it is recommended to promote this activity through multiple channels.
Therefore, the conversion formula used in this exercise is:
In other words, in order to achieve the expected effect of the activity, we need to start from three aspects:
1. Active exposure
① Free exposure channels-WeChat official account, Weibo, APP and existing users' circle of friends.
2 paid exposure channels-today's headlines, Tik Tok paid promotion, and Guangdiantong friends circle advertisements.
2. Active page conversion rate
① According to the previous promotion data of keep, take out two groups of pages with the best conversion rate and promote them frequently.
② During the activity, prepare 3-4 headline articles today, write articles from the perspectives of users' pain points and needs, promote the polishing and self-examination in the early stage, and ensure that the content and benefits are attractive enough.
3.APP registration conversion rate
① Prepare the pages or topics in the APP corresponding to the target users' college students, so that users can have a reason to stay after registering for the APP.
(2) Real-time monitoring of data, targeted operation of users after classification-old users re-registered, new users, new users registered and retained, new users registered and lost, etc.
Conclusion: According to the summary and analysis of the above data, I think that in order to reach the new registered user point of 10000 in a short time, we must combine the users in the official account of keep WeChat with other potential users outside the number, attract traffic through hard promotion inside the number and spontaneous sharing of users outside the number, and then rely on favorite sports forms (running, aerobics, daily step counting) and attractive prizes (fitness courses+)
Fifth, design the main line of activities &; form
1. Play:
① Travel all over the country-users can organize groups to run with online and offline partners all over the country. The number of participants in each group reaches 10, and the total running mileage of all group members reaches 520km. The first and second groups can participate in all marathons on the keep line for free (limited to 2 groups * 10), and the rest are 3- 10.
② Run: I love you-a single user can get 2 couples/brothers/girlfriends sports suits (top 50 in limited edition) after running 52. 1 km in 7 days.
Sixth, design the sideline of activities & amp mechanism.
1.？ Every minute counts-users who log in within 7 days and use keep for more than 520 minutes will receive a 1 Yukos badminton racket (limited 100).
2. Every step counts-during the activity, users can start the keep step count synchronously, reaching 52,000 steps in 7 days, and keep punching in every day, and the top 20 will get a gift card.
Seven. Activity budget
VIII. Risk Assessment and Game Supplement
Nine. User participation process