Planning of opening activities

opening activities planning chapter 1

part I, overview of the opening communication planning of "Saiwei"

1. Communication purpose

This planning case is mainly aimed at the series communication before the opening, and the time lasts from one month before the opening to the opening day. Through different stages of communication strategies, we directly or indirectly try to let consumers know about the products, environment, services and brands of "Saiwei Laundry", and persuade, remind and even lure consumers to enjoy the products and services of "Saiwei Laundry".

Second, the principle of communication

1. Closely focus on the brand concept and brand personality of "Saiwei Laundry";

2. Use the thinking of overall marketing to spread the brand of Saiwei;

3. Make an overall brand communication plan;

4. Carry out brand communication step by step;

5. Brand communication at each stage needs to have a clear purpose and theme;

6. Select targeted communication carriers according to target customers and communication themes, and pay attention to media combination.

7. Summarize the communication effects in each stage to determine the communication scheme in the next stage. This scheme is not static.

Third, communication projects

1. Advertising

includes hard advertisements and soft advertisements of local newspapers; Brochure; Outdoor advertising;

2. Promotion

Opening promotion, holiday promotion, coupons, discounts, gifts, etc.

3. Events and experiences

Making news, opening ceremonies, exhibitions, street activities, clubs, customer experience activities, etc. ";

4. Public * * * relations

include the release of press releases, participation in theme activities and speeches, seminars, charitable donations, interviews with publications, community relations, monitoring and correction of media image, etc.

5. Personal sales

Visits and maintenance of group customers

6. Direct mail

targeted delivery of DM sheets, and telemarketing.

Part II, Detailed Rules of Communication Projects in Each Stage

1. The following communication projects (time nodes) are carried out according to the following steps

1. Determine the target audience (to whom);

2. Determine the communication purpose (what marketing purpose is achieved);

3. Design of communication information (text or pattern design);

4. Choose the communication channel (through what media);

5. Prepare the communication budget (how much is planned to spend);

6. supervise the communication process (management of the contract performance process with the partner);

7. Evaluation and summary of communication effect.

2. Before opening

1. Communication project for major customers in Qingzhou

Target audience: public security, banks, hotels and other major dry cleaning customers

Communication purpose: to establish cooperative relations with them;

Disseminating information: a brochure of Saiwei Laundry Life House;

communication methods: telemarketing, mailing materials, visiting by special personnel and establishing contact;

communication marketing strategy: annual card consumption, monthly statement, etc.

communication budget:

communication supervision: database establishment, quantity and quality management;

Duration: always

2. Communication project for surrounding residential areas

Target audience: residents around the store in Shengshi residential area;

communication purpose: to let the target customers know about "Saiwei";

Dissemination of information: opening time, receiving and sending hotline, brief introduction;

Communication channel: DM posters are made and sent directly to residents' mailboxes; Store facade publicity; Street lamp flag;

communication budget:

communication marketing strategy: discounts during the opening period, integral gifts and other forms

communication supervision: ensuring delivery to households; Maintain outdoor advertising;

duration: update as soon as there is new content;

3. Release of store recruitment information

Target audience: all citizens

Dissemination purpose: Recruiting personnel and transmitting the relevant information of "Saiwei Laundry";

Dissemination of information: recruitment related information, introduction of enterprises and dry cleaners, opening time, telephone number, etc.

Dissemination channels: choose urban newspapers with a wide audience, and the layout should be half-page, such as morning paper and evening paper; Posters for job advertisements are also posted at the door of the store;

communication budget:

communication supervision: contract maintenance

communication frequency: once every two weeks, twice in total; There should be some differences between the first and second contents;

4. Preparation for the opening ceremony

① Formulation of the planning scheme;

② confirmation of invitation;

③ confirmation of the list of invited celebrities;

④ invited media contact;

⑤ the layout of the opening ceremony is implemented;

III. One week before the opening

1. Bus body and taxi body advertising communication project

Target audience: all citizens;

communication purpose: brand advertisement of "Saiwei Laundry Qingzhou Store";

Dissemination information: address, telephone number, brand slogan, environmental picture (as the case may be);

Communication channel: bus body and taxi tail

Selection reason: bus body and taxi tail are a flowing landscape in the city.

it has the characteristics of low cost, wide delivery, high arrival rate and long communication time, which can make the brand of "Saiwei" penetrate into every corner of the city.

In addition, many people at the rear of buses and taxis are car owners, and the target audience is highly targeted.

selection principle: bus lines that have been washed by Saiwei;

choose a bus that bypasses the city center and does not involve remote areas;

air-conditioned car;

taxis choose larger local taxi companies;

communication budget:

communication supervision: contract supervision

communication time: depending on the budget, 2-4 buses can be selected, with scattered lines and wider communication area;

You can choose more than one taxi advertisement; The duration is usually three months to half a year, depending on the effect.

2. Broadcast advertising

Target audience: all citizens;

communication purpose: the opening advertisement of "Saiwei Laundry";

Communication information: address, telephone number, brand slogan and opening discount information

Communication channel: one or two radio stations;

communication budget:

communication supervision: contract maintenance of advertisements

communication time: one week before opening, divided into n times a day (depending on budget and price) for one week;

3. The placement of newspaper hard advertisements

Target audience: all citizens;

communication purpose: the opening celebration advertisement of "Saiwei Laundry";

Dissemination of information: congratulations from industry associations, major enterprises and institutions; Environmental pictures; Telephone; Opening time; Opening discount information;

communication channels: one or two media; Half-page advertisement;

communication budget:

communication supervision: maintenance of media relations, contract maintenance of hard advertisements

communication time: 2 days before opening, once a day;

4. Database promotion

A Outsourcing this project to a database company, and the main target customers are China Mobile Global VIP customers;

opening time, place, telephone number, brand name, brand slogan, promotion strategy, etc.

B combines with its own clothing brands and sends materials, emails, text messages, etc. to clothing members;

part iii, planning of activities on the opening day

1. ribbon-cutting ceremony

basic contents: opening ceremony-leaders' speech-ribbon-cutting-banquet.

Opening process of Saiwei Laundry Life Museum

The opening ceremony is scheduled to be held on _ _ _ _ _ _ _ at noon on (up/down) day of 2xx.

Time to time

1.-The music at the venue is loud, the colorful flags are fluttering, the welcome guests and the hostesses are in place, and

the staff are ready for work;

2.-Company leaders and guests enter the venue one after another, and the hostesses sign in for the guests;

wear flowers, welcome guests and show the distinguished guests to their seats, and the hostess will wait at the entrance to prepare for the show.

3.-The master of ceremonies announces that the celebration is about to begin. Please take your seats, leaders and guests.

Please take your seats for all the distinguished guests participating in the celebration.

4.-The celebration officially started, and the ceremony emcee recited the emcee's words.

5.-The master of ceremonies read out the list of the main guests attending the ceremony;

6.-The master of ceremonies announced the opening ceremony of the Linhai Store of Saiwei Laundry Life House!

7.-The ceremony master announced: Please speak; (Head office leader);

8.-The ceremony master announced: Please speak; (Leaders of VIP Association)

9.-The ceremony master presided over the ribbon-cutting ceremony, and the hostess led the company leaders and guests to their positions;

1.-The master of ceremonies invited guests to preside over the cutting ceremony;

11.-The leader of our company announced: Opening! (leaders and guests cut the ribbon)

12.-The master of ceremonies announced: invite leaders and guests to dinner!

13.-The guests are officially seated;

2. Celebration atmosphere layout

1. Atmosphere layout of main road sections in the city

1.1. Two straight balloons are arranged at the door.

1.2. Insert a knife flag along the road from the entrance to the intersection to create a festive atmosphere of two-point connection;

2. Atmosphere layout in the store

The atmosphere layout pays attention to openness, atmosphere and gives people a noble and elegant service feeling;

3. The atmosphere of the meeting place is arranged

3.1. The meeting place is arranged with 2 straight balloons.

3.2. The theme slogan "Opening Ceremony of Saiwei Laundry Life Museum" is hung above the front gate of the main venue;

3.3. Place congratulatory flower baskets around the gate, 8 on each side;

3.4. The floor from the gate to the VIP seat is paved with red carpet;

3.6. Set up a sign at the gate "Warmly welcome leaders and guests to visit Saiwei Laundry Life Museum for guidance!"

3.7. The VIP aisle next to the Welcome Card is paved with red carpet until it reaches the rostrum and the sign-in desk decorated with flowers, so as to prepare the hostesses to accept guests' sign-in and wear flowers for them;

slogan

1. Warmly celebrate the opening of Saiwei Laundry Qingzhou Shengshi Community Store!

2. Warmly welcome leaders, guests and friends at all levels to come and guide us!

IV. Expense budget

Determine by yourself

Part IV, opening day and follow-up activities

I. Store activities

1. Theme "Happy 1%, Saiwei Grand Turntable"

2. Content: Anyone who gets the experience card of Saiwei Laundry Life Museum; Anyone who buys a Saiwei laundry card or washes clothes at a specified time is more than RMB; That is, turn the turntable and where the pointer points, that is, win the prize;

3. Activity time: one week of opening;

4. Venue: in front of Saiwei laundry store

5. Prize: Saiwei laundry recharge card; Saiwei laundry detergent; Free laundry;

6. Activity organization: store arrangement

2. So-and-so is affectionate, and Saiwei is polite

1. Cooperative marketing is adopted

2. Location selection: large supermarkets, crowded areas, self-owned clothing stores, etc.

3. Activity content:

Supermarket: distributing promotional leaflets at the cash register of the supermarket; If you buy 1 yuan, you will get an experience card and wash a pair of pants for free;

clothing store: hanging pop；; Place an activity Yi Labao at the entrance of the store; Publicity sheet; Carry out database marketing for clothing members; Anyone who buys more than RMB during the activity time will be given an experience card or a consumption card;

III. The construction process of Saiwei's web page is as follows

Provide information according to the requirements of the headquarters;

the website is finally uploaded;

update and modify in time;

upload the relevant information of the store;

note: after the website is uploaded, the website address will be indicated in the communication carrier in the following communication projects.

IV. Community activities

1. Discuss residential properties, promote Saiwei laundry stores and distribute information;

2. Promote DM single-sheet or triple-fold, and carry out mailbox delivery;

3. Community public welfare activities: Free laundry and disinfection in welfare homes; With the change of festivals, activities are carried out from time to time;

4. Contact the property, make elevator posters and other promotional materials, and print small gifts suitable for the target customers;

V. Cross-industry cooperation

1. Cooperate with other brands around and promote each other;

2. In cooperation with the company where the property resides, the group purchases laundry vouchers as a kind of company welfare;

VI. Search and negotiation of group customers

1. Customers who are dining around and need to wash uniforms; Formulate detailed rules for cooperation between group customers; Sales staff follow up;

2. Value-added services for collecting and delivering clothes at home;

VII. Fixed marketing promotion of the store

1. Welcome Labor Day on May 1st and send laundry vouchers; When spending money in 1 yuan, in addition to a fixed discount, you will be given a laundry voucher 2 yuan or a suit to wash;

2. On Mother's Day, customers who spend that day will be given a flower and a Mother's Day card;

3. On June 1st, Children's Day, customers who come to spend money will be given a Saiwei children's household goods or a Saiwei balloon.

On April 1st, August 1st, Army Day, active duty or veterans will receive free laundry in 2 yuan;

May, September 1th, Teacher's Day, with teacher's certificate, free laundry in 2 yuan;

On June 16th, October 16th, the Double Ninth Festival, elderly people over 7 years old, with ID cards, will be given free laundry in 2 yuan. Planning of opening activities 2

1. Overall conception

1. With the ribbon-cutting unveiling and foundation-laying ceremony as the main line, the purpose of the event is achieved through the ribbon-cutting unveiling of the sales department, the foundation-laying ceremony of the construction site and the celebration reception of gifts.

2. Make the information available to potential consumers through the information that active communication started internal subscription.

3. Through the indirect influence of the activities, more potential consumers have a basic understanding of the development, construction and sales of real estate, and then attract the established target population.

4. It is more objective than other ways to let the established target people confirm their understanding of the real estate information through various news dissemination of the event.

second, the overall atmosphere layout