In order to ensure the solid progress of things or work, it is often necessary to make a careful plan in advance, which is a written plan arranged from the aspects of purpose, requirements, methods, methods and progress. Then the question is coming, how should the plan be written? The following is the excellent planning scheme of marketing activities that I have compiled for you. Welcome to read the collection.
Excellent planning scheme of marketing activities 1 It's summer in June, and father loves mountains in June. The sunshine in June is the hottest in a year, symbolizing the fervent love that fathers give their children. Father loves mountains. Many things in life can't last forever, but his love for us is eternal. The annual Father's Day is coming. On this Father's Day, in order to arouse the enthusiasm of consumers, attract more customers and increase turnover, the management company decided to plan the following marketing plan for Father's Day:
I. Activity Time: June1July-June 18.
Second, the purpose of the activity:
1. Stimulate household consumption through activities to enhance the good brand image of the enterprise;
2. Stimulate consumption and compete for market share;
3. Increase the sales of E-meals and increase the business income of each store.
Third, the theme of the event: Father's Day, xx family.
Four. Location: xx
Verb (short for verb) activity:
1. During the activity, the greeters in each store sent holiday wishes "Hello, Happy Holidays" to the middle-aged and elderly men who came to the store for consumption.
2. During the activity, each store added two tracks, Repay My Life and Father.
3. There is a good gift for ordering xx meal during the activity.
Telephone ordering costs over 688 yuan, and 4 sets of playing cards for xx meal are given away for free; If the telephone order is over 888 yuan, a VIP member gold card will be presented free of charge in time. All stores should register and keep financial records.
4. During the activity, the kitchen departments of various stores launched several love packages for Father's Day. The price of each store can be determined according to its own specific situation. The dishes are mainly healthy and nutritious, and the names of the dishes reflect the father's love (reference: grateful love, father's love is like a mountain, father's love is like water, and father and son are affectionate). And promote a special Father's Day dish.
5. Guests who spend money in the store during the activity can get a free family photo (10 inch plastic package) if they spend a single table in 800 yuan. Every store should register and keep financial records.
6. The Planning Department uses the SMS platform to send a message of Father's Day blessing to customers: "My heart is Father's Day, xx family, and warmly launch various Father's Day love packages. Xx Catering wishes all dads in the world a happy holiday! "
Propaganda items of intransitive verbs:
1. The planning department of the management company is responsible for carving Father's Day banners, one for each store, and the content is "Father's Day, xx Family", which will be delivered to each store before June 15;
2. On June 16, the planning department of the management company sent a message of Father's Day blessing to customers in various stores, saying, "My heart is on Father's Day, and I warmly launched various Father's Day love packages. Xx Catering wishes all dads in the world a happy holiday! "
Seven, matters needing attention:
1. Each store carefully organizes employee learning activity plans, and conducts relevant knowledge training for employees according to the plans;
2. During the activities of each store, do a good job of taking photos and printing, and increase income-generating points;
3. The activities of loyalty cards and coupons are carried out at the same time.
Excellent marketing activity planning scheme. The purpose of planning this case
China is the hometown of tea and the birthplace of tea culture. The discovery and utilization of tea has a history of 4,000 to 5,000 years in China, and it has a long history and is spread all over the world. Tea has become a popular, popular and most beneficial green drink in the world. Tea integrates heaven and earth, and advocates "a family of tea people in the world". The purpose of tea network marketing planning is to make tea products and brands win in the increasingly fierce market competition. Through the analysis of the marketing situation of tea products, combined with their own advantages and disadvantages, plan their own strategic methods. In the fierce market competition, break out of your own world, strive to occupy the market to the maximum extent, and better promote the sales of products.
Second, the network marketing environment analysis
1, market conditions
China is the country of origin and the largest producer and consumer of tea. It has a history of drinking tea for thousands of years, and tea has been integrated into people's lives. Drinking tea has become the living habit of most people in China. Tea has become an indispensable healthy drink and spiritual drink in social life. And with the popularization of people's healthy consumption concept, tea is being accepted, loved and pursued by more and more people.
The competition in the tea market is fierce and there are many varieties, but there are also many defects. First, the construction of tea production standard system and health and safety system lags behind; Second, tea is abundant, with large output and small brand. For example, the public knows Pu 'er tea, but they don't know which brands there are. There are many brands in the whole Pu 'er tea market, but they are not strong, which makes Pu 'er tea with better brands such as Dayi, Xinyi and Laocang, which are sold online, popular only online.
At present, the domestic tea market seems calm, but in fact it is undercurrent, and many tea enterprises need to break through the cocoon urgently. However, at present, the characteristics of the tea industry are too many, chaotic and weak, which leads to disorderly competition and low-level competition in the whole industry, and consumers lack the basis and direction for buying. It can be said that the domestic' tea industry' is' famous tea, no'. Therefore, it is very important to promote our tea brand quickly through online marketing.
2. Product analysis
Pu 'er tea, its brands are: Yunshangpin, Dayi, Xiaguan, Long Yuan, and Icelandic Hu. "Yunshangpin" is unique and different. Other brands are not exclusive to us, and consumers can also find similar products in other stores.
3. Consumer analysis
Pu 'er tea can reduce blood fat, blood sugar and blood pressure; Improving eyesight, resolving phlegm and relieving cough; Can lose weight and fat, especially the fat accumulation in the lower abdomen; It can warm and protect the stomach.
Different effects also have different consumer groups.
White-collar workers: Drinking Pu 'er tea can reduce radiation and relieve physical and mental stress.
Man: Drinking Pu 'er tea can sober up, improve eyesight and soothe the nerves.
Female: Drinking Pu 'er tea can beautify, slim down, clear fire and detoxify.
Middle-aged and elderly people: Drinking Pu 'er tea can reduce three highs and resist aging.
Third, the network marketing strategy
(1) product strategy:
We have many products, which are divided into two categories, one is our own products, and the other is the products of other merchants. Our products are "cloud top products", which are unique and have great potential for future development. Every product has a certain life cycle, and consumers can easily get tired of using a product for a long time. Developing new products can keep old customers and attract new customers.
Other merchants' products include Dayi, Shimonoseki, Long Yuan, and Icelandic Hu. These products help consumers enter when searching for similar products, increase popularity and sales, and quickly improve our credit rating.
According to the different functions and consumer groups of Pu 'er tea, we sell all kinds of Pu 'er tea to meet the needs of different consumers. For example, the target consumer group of daughter tea is white-collar workers; Mini Tuocha is for the convenience of office white-collar workers.
Product mix sales: product mix sales can stimulate consumption and promote the sales of other products while deducting part of the price.
(2) Price strategy:
Consumers' spending power is different, and prices are of great significance to consumers.
1. Discount pricing: Some products with long sales time and low cost can be priced at a discount in the later period or holidays, which makes consumers feel that they are taking advantage of it.
2, mantissa pricing: the price figures do not carry, keep the decimal, so that consumers have a low price mentality. A commodity with a price of about 100 yuan is designated as 1 10 yuan, and a commodity with a price of more than 100 yuan is designated as 98.
3, ultra-low price: choose a suitable tea, the price is relatively low, consumers can easily find it when searching for products, and then enter the store, which increases popularity and promotes the sales of other products.
(3) Promotion strategy:
1, online advertising strategy:
According to different consumer groups, you can advertise on different websites or shop homepages to attract consumers.
2. Promotion strategy:
① Special promotion: For consumers, special promotion can attract more consumers' attention. Special sales can be used in festivals to attract customers to buy through low prices.
2 Gift-giving strategy: Many consumers like cheap goods, and giving small gifts can easily make them feel good about the store. Of course, there can also be other activities such as "buy one get one free" and "add one yuan to send other products".
Software strategy: Taobao has a lot of software that can be put in stores to promote consumption. For example, "Daily Special" can launch a kind of tea every once in a while. Consumers are easily influenced by "special price". The "group purchase" software has a countdown. Many consumers follow suit, and everyone buys it, so buy it yourself, especially at the end of the countdown.
Fourth, website promotion.
(A) network advertising strategy:
1. through train: the baby promoted from Taobao to through train can be seen by anyone who wants to buy this kind of baby from Taobao, which greatly improves the exposure of the baby and brings high traffic and sales to the store.
2. E-mail: Send e-mail to consumers or groups who often look after the store.
3. Store advertisements:
(1) product image advertising in the early planning period.
(2) put promotional advertisements before holidays and major events.
(b) search engine marketing:
1, Keywords: consumers generally use search engines in the purchase process, enter the approximate name of products, and search by category. The set keywords help consumers find their own products.
2. SEO in the station:
① Intra-site connection: Make use of the content correlation of each section and the website map to establish a large number of intra-site connections and increase the number of views throughout the day.
② Website structure: Use static HTML pages to design the homepage, reducing the use of frames and dynamic elements.
(c) Sports marketing strategy:
There are many activities of Taobao service, so try to participate in the activities to increase the exposure of the store. Such as: trial center activities, gold panning, group buying with good results, etc. Choose the activities you can take part in.
(four) soft text promotion:
Soft articles are written, published and promoted in a planned way from the perspective of users, industries and media, so that every soft article can be translated and published by various websites and achieve good results. Soft articles should be written so that users can gain something from reading them, and the titles should be written so as to attract website editors and achieve the publicity effect.
Verb (abbreviation for verb) budget
Recruitment 1 personnel: 1000~ 1500 yuan;
2 market research: 800~ 1500 yuan;
3 website optimization: 500~ 1200 yuan;
4 network publicity: 8000~ 15000 yuan;
5 Miscellaneous expenses: 1500~20xx yuan;
Total:11800 ~19200 yuan.
Excellent planning scheme of marketing activities 3 I. Preface
In the near future, driving will be a life skill that people generally master, and cars will no longer be a symbol of privileged people, but a means of transportation for people to go out. Then when people have a car of their own, they will undoubtedly care a lot. In the past twenty years, the development of automobile industry has obviously accelerated. The automobile market has a bright future, and automobile consumption will inevitably become people's daily consumption content.
Second, the main body
1, market conditions
① Audi entered China earlier, and people have a good reputation for its performance, safety and comfort. Because people's life is getting better and better, and the social economy is developing rapidly, with people's understanding of the automobile industry, Audi will gradually approach the homes of ordinary people, which has great prospects anyway.
(2) The Audi car market is growing rapidly. At present, the car is in the development stage. Companies need to find potential customers, and should focus on those potential customers, followed by publicity. In the next few years or even ten years, the demand will increase a lot. The increase in demand shows that Audi cars have good performance in all aspects and are accepted by people.
2. Consumer demand and opinion survey
For consumers, people's dependence on cars will be enhanced in the future, people's quality of life will be greatly improved, and safer and more comfortable cars will be chosen in transportation, and Audi will be their first choice because of its safety, comfort and affordable price. Audi car market has a bright future.
3. Market strategy
① product strategy
Take some preferential and price reduction strategies at the right time to sell cars according to product mix.
② Price strategy
The price strategy is mainly embodied in price reduction and various preferential promotions. In the modern housing market environment, we should emphasize the consumer's point of view, so we all adopt the pricing from the outside to the inside, that is, first consider the psychological acceptance of consumers. When our price is higher than a certain level, it is difficult for consumers to accept it. If it is below a certain level, it is not tasteful enough and is not favored by consumers. After considering the acceptance of consumers, we should also consider the competition factor, and finally the cost factor.
③ Publicity strategy
Can be divided into long-term advertising and short-term advertising. Long-term advertising can be done outdoors. On the website, where people flow heavily, billboards can be set up, advertisements can be made on the website, and publicity can be made on well-known domestic automobile websites. Combined with baidu promotion, users can access the company website simply and quickly. Short-term advertisements on TV subtitles, TV movie advertisements, radio advertisements, newspapers and magazines, and short-term advertisements on SMS platforms are flexible and the cost of content change is low. It can play a very good role before large-scale auto shows and promotional activities. In addition to long-term and short-term advertisements, there are invisible advertisements, visits, leaflets, large-scale holiday promotions and internal advertisements. You can do public welfare activities, brand alliances, time speculation, improve the company's influence and popularity, establish a positive influence, provide differentiated and personalized services, and attract customers' attention.
④ service strategy
It is necessary to improve employees' service awareness, advocate humanized service, sincerely care about customers, understand their actual needs, integrate family and friendship into sales service, innovate constantly, exceed customers' expectations, make the whole service full of "human touch", take serving others as fun, have one more heartfelt greeting and one more smile, and let customers feel the care like relatives, the warmth like friends, and firmly attract customers with the charm of service. In addition, it is necessary to implement the service quality assessment and incentive mechanism, establish a service model, guide employees to realize humanized service, and improve service items from nuances.
4. Staffing
Equipped with high-quality talents with serious and responsible working attitude and customer satisfaction.
5. Budget
Media promotion: 3 million related activities promotion: 500,000 4S in-store promotion: 6.5438+10,000 other expenses: 6.5438+10,000.
6. Benefit analysis
The omni-directional and large-scale advertising of Audi 4S store has an immediate effect on the promotion of Audi brand and brings an intangible value chain, which is difficult to estimate.
7. Emergency plan
In the face of various difficulties and dangers, effectively deal with the harm of various economic crises to the company and reduce losses as much as possible.
Third, the end.
If we can predict the future, we can wait. If you can't, you must prepare in advance.
Through market research and comprehensive investigation on the development of Audi automobile market, we have reason to believe that Audi automobile market has great market potential.
For Audi's marketing planning, we will share weal and woe.
Excellent planning scheme for marketing activities 4. Time:
Xx month1-June 20th
Second, two annual goals:
1, complete the brand website construction (revision).
2. Complete the diagnosis and optimization of the website, improve the user experience of the website, and facilitate the operation and promotion.
3. Integrate various network promotion methods. Combine social hotspots and use differentiated communication channels to avoid confrontation with competitors. Continue to increase the coverage of online publicity, enhance the positive image of the brand, and provide support for the strategic direction of the department.
4. Control the cost of network promotion, realize accurate marketing, and increase the click ratio of non-paid advertisements on the website.
5. Completed 65,438+00 brand news reports from more than 25 industry websites, 8 reports from more than 65,438+05 industry websites, 65,438+05 brand posts from community forums viewed more than 30,000 times, 35 posts viewed more than 5,000 times and 65,438+000 times.
6. Achieve 400,000 website visits, industry forum community posts1.20,000 page views, and brand soft text industry websites have been reprinted more than 400 times.
7. Install online monitoring code to effectively monitor, analyze and optimize data such as website traffic. Achieve an average daily visit of more than 800 websites in the industry and an average daily visit of more than 1200 websites in the peak season of the industry, and track the online customer conversion rate.
Third, the second specific work arrangement:
The network promotion of our department will be carried out in four stages (10 day is one stage).
Stage 1: June1-June 10.
1, complete the brand website production (revision), integrate relevant content and add.
2. Optimize the website comprehensively, focusing on search engine optimization (the first stage), so as to achieve the natural ranking of our main "keyword" search.
3. Analyze netizens' search habits, screen keywords suitable for different stages of promotion in our department for paid search, and integrate relevant publicity and promotion contents.
4. Cooperate with the enterprise's annual strategic direction, choose an influential brand news network publicity platform, and make an annual plan for brand soft content.
5. Screen out 20 influential forum community platforms and make an annual plan for the hype of forum posts.
6. Follow up paid advertising, brand news release, post collection, weekly forum and community promotion.
7. Collect information about potential customers, competitors, etc. , and is responsible for following up and cleaning up network infringement and negative brand reports.
8. Develop a free cooperation platform for online media, and enrich and improve the contents of relevant columns.
9. Completed 60,000 website visits, 200 forum posts, visitors15,000 people, and more than 60 brand news reports, achieving a comprehensive ranking of 900,000 websites, maintaining a PR value of 4, a website bounce rate of less than 30%, and a website conversion rate of over 1%.
10, which is summarized every week. It mainly analyzes and evaluates the promotion effect of departmental network, and makes relevant optimization suggestions.
Phase II: June10-June 20th.
1. Focus on website optimization for search engines (the second stage), and achieve our main "keywords" in the forefront of search engines.
2. According to the annual planning of brand news and forum posts, integrate relevant news and write posts every week to complete the release and update of various online media.
3. For the company's activities, do a good job in online publicity and increase online publicity.
4. Adjust and optimize paid advertisements.
5. Collect information of potential customers, analyze information of competitors, and be responsible for following up and cleaning up network infringement and negative brand reports.
6. Develop a free cooperation platform for online media, and enrich and improve the contents of relevant columns.
7. Perform other affairs arranged by the company.
8. The website has 90,000 visitors, 200 forum posts, 250,000 visitors and more than 80 brand news reports. The comprehensive ranking of websites is within 700,000, the PR value is maintained at 4, the website bounce rate is below 25%, and the website conversion rate is higher than 1%.
9. Weekly report, which mainly analyzes and evaluates the effect of departmental network promotion and formulates relevant optimization schemes.
The third stage: June 20th-June 30th.
1. According to the annual plan of brand news and forum posts, integrate relevant news and save and write posts every week, and complete the release and update of various online media.
2. For the company's activities, do a good job in online publicity and increase online publicity.
3. Adjust and optimize paid advertisements.
4. Collect the information of potential customers, analyze the information of competitors, and be responsible for following up and cleaning up the network infringement and negative brand reports.
5. Develop a free cooperation platform for online media, and enrich and improve the contents of relevant columns.
6. Perform other temporary affairs arranged by the company.
7. There were 65,438+065,438+00,000 visitors to the website, 200 forums, 350,000 views and more than 80 brand news reports. The comprehensive ranking of websites should be less than 500,000, the pr value should be raised to 5, the bounce rate of websites should be lower than 22%, and the conversion rate of websites should be higher than 1%.
8. Weekly report, mainly analyzing and evaluating the effect of enterprise network promotion, and formulating relevant optimization schemes.
The fourth stage: July1-July 20th.
1. According to the annual plan of brand news and forum posts, integrate relevant news and save and write posts every week, and complete the release and update of various online media.
2. For the company's activities, do a good job in online publicity and increase online publicity.
3. Adjust and optimize paid advertisements.
4. Collect the information of potential customers, analyze the information of competitors, and be responsible for following up and cleaning up the network infringement and negative brand reports.
5. Develop a free cooperation platform for online media, and enrich and improve the contents of relevant columns.
6. Perform other temporary affairs arranged by the company.
7. Complete the comparison, analysis and summary of competitors' network promotion.
8. The number of visitors to the website was 6.5438+0.3 million, 200 forums were published, with 450,000 visitors, and more than 20 brand news 1.20 articles were reported. The comprehensive ranking of alexxa website is less than 300,000, the pr value is raised to 6, the website bounce rate is lower than 20%, and the website conversion rate is higher than 1%.
9. Once a week, and make a network promotion plan for the next year.
Four. Network planned investment:
Baidu expects: xx yuan
Google estimate: xx yuan
Search engine keyword optimization: xx yuan
Expected brand news release: xx yuan
Website construction cost: xx yuan
Space cost of domestic dual-line virtual server in China Station: xx yuan/year.
Others:
Total * * * Estimate: xx yuan
The specific arrangements are as follows:
Industry dialogue season:
Search engine fee
Baidu budget xx yuan/day
Google budget xx yuan/day
Estimated: xx yuan
Publish soft articles on portal websites and industry websites
The publishing price of each website is xx yuan/article.
Two-month estimate: xx yuan
Industry peak season:
Baidu budget: xx yuan/day
Google budget xx yuan/day
Estimated: xx yuan
Fees for publishing soft articles on portal websites and industry websites
The publishing price of each website is xx yuan/article.
Two-month estimate: xx yuan
Excellent marketing activity planning scheme. Introduction of cooperative units
not have
Second, the purpose of the activity
For the purpose of attracting customers, interact with community customers, create and feel the community culture of the project, drive new and old customers, improve the popularity of our community bank, attract the attention of customer groups, and expand the influence and popularity of community banks.
Three. Main points of activities
1. Activity content
1) somatosensory games attract attention.
In order to attract new and old customers to understand our community bank and enter our community bank, this competition was specially held and achieved remarkable results. Arrange a fixed period of time every week to have an interactive project of somatosensory games in front of our community bank (or within our ability). The content of this game is novel and exquisite, and it also has the effect of national fitness, which will definitely attract customers passing by, and these customers who stop must have the customer groups that our bank is looking for. In addition, customers who participate in somatosensory interactive games need to sign their names in the activity participation details register and leave their phone numbers as the source of customer information of our bank.
2) When customers attract people to a certain scale, you can continue to answer questions with prizes.
Visiting customers can not only experience the fun of somatosensory games, but also participate in the award-winning feedback of answering questions, and the publicity will certainly achieve the expected results.
Exchange topic suggestions
Suggestions for answering questions are as follows:
1. When was the bank established?
2. What is the bank's business philosophy?
3. What are the product specifications of the bank's wealth management products? Questions can be selected according to customer needs.
3. Publicity methods
(1) Put campaign advertisements in newspaper boxes in communities around community banks.
(2) Posting advertisements for marketing activities on elevators and bulletin boards in communities around community banks.
(3) Promote activity information through WeChat.
4. Activity feedback and tracking sales actions
On-site personnel will analyze the situation of customers' answers according to the development of activities and provide targeted services to customers. For customers who participate in the game interaction, after the game is over, they will conduct targeted in-depth excavation.
Fourth, the target customer organization.
1. Target customers
Target customers include: visiting customers in the communities around the community bank who come here through publicity, and customers who always bring new customers on the same day.
2. Customer organization
The new and old customers who came to visit our bank that day were guided by the receptionist after a brief understanding, and the consulting customers were taken to the consulting area, and the customers who participated in the game were taken to the game area for registration. After the game starts, the fixed staff will inform the game mode and precautions, and then start interactive games and quick answer games. Customers who correctly answer our questions will be given exclusive souvenirs from Bohai Bank.
Verb (abbreviation for verb) arrangement of time and place
1. time
You can use the holidays or statutory rest days after the opening of community banks.
Step 2: Location
In front of our community bank (or within our ability)
Budget of intransitive verbs (please list name, unit price, quantity, total price, etc. Details of each expense)
XBOx360 somatosensory game 1 3000 yuan.
Souvenir 100 0-500 yuan (you can use our existing cups or something else).
1 flat screen TV 3000 yuan (community banks should have this equipment)
Seven, the expected effect analysis
1. The expected business volume brought by this activity.
The business volume can't be guaranteed, and the popularity will definitely increase.
2. The expected impact of this activity.
The expected impact left a deep impression on customers. At the same time, with the sales of wealth management and savings products, the deposits and business volume of outlets increased greatly.
Eight. Personnel arrangement and responsibilities
1. event planning: 2 people.
Responsibilities: Arrange on-site partition to receive customers and equipment debugging and other process distribution.
2. Activity coordinator: 3 people
Responsibilities: receive visiting customers and do a good job in publicity and explanation.
3. Person in charge of the event site: 1.
Responsibilities: Responsible for all the details of the day's activities.
Excellent marketing activity planning scheme 6 I. Marketing status quo
In China, everyone thinks that online marketing is a new online marketing model, which is a bit reluctant in view of the current situation in China and the quality and popularity of netizens. However, we should stand high and see far. In fact, there is still a lot of room for online marketing and great potential. Enterprises can greatly reduce investment and get quick results, which is the first choice for enterprises to do marketing.
Second, the market demand analysis
Feasibility analysis:
1, the competitive advantage of online bookstore with high quality and low price.
2. Online bookstores spread rapidly.
The online bookstore faces 80 million customers.
Analysis of website design requirements;
1. Establish a perfect product information display system.
2. Establish a corporate image of honest management.
3. Maintain market position.
4. Attract more customers, provide short-term discounts, update information regularly, get to know customers, implement discounts, and engage in promotional activities.
5. Provide more effective services for existing customers.
6. Develop new business opportunities, such as various audio products, various software and hardware, learning CDs and so on.
7, establish a perfect online service system, realize the combination of online and offline.
Third, the promotion plan
1, brand building, establishment of bookstores and chain stores.
2. In addition to personnel promotion, non-personnel promotion includes advertising, public relations and business promotion.
3. Search engine promotion.
4. Release of commercial information platform: With global resources and various large-scale commercial platforms, the new products of our online bookstore will appear in front of our customers in a timely and effective manner.
5. Industry Links: Search the websites of some peers related to this website extensively on the Internet, and make industry links with them to increase the popularity of various industries.
6. Promotion of business software: Using online marketing business software, the information and product information of online bookstore in University Town will be released to the supply and demand platforms of major industries.
7. Use holidays and weekends to carry out campus publicity and recruitment activities to raise awareness.
8. Implement the membership system.
Fourth, network security management.
In view of the security risks on the Internet, in order to effectively prevent websites from being illegally invaded, ISP should strengthen the security management of websites. Network security management is mainly divided into four aspects:
1. Prevent unauthorized access.
2. Prevent leakage.
3. Prevent users from rejecting the management of the system.
4. Prevent the loss of system integrity.
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