Propaganda scheme planning

Five highlights, selected publicity and planning model essay.

In order to ensure the effectiveness of our efforts, we usually need to make a complete plan in advance, which is a written plan arranged from the aspects of purpose, requirements, methods, methods and progress. So how should we make a plan properly? The following are six publicity programs I have carefully compiled for reference only. Let's have a look.

Propaganda plan planning article 1 First of all, let the bee products of Laoshan become the high-quality bee products of Nanjing people themselves.

(a) to strengthen the promotion of Laoshan bee products are local high-quality bee products.

1. The news report that Laoshan formulated the national standard of royal jelly.

Reporting time: half edition (phase 2) during the period when the government announced the national standard for honey.

Layout position: Visual Weekly-Focus Edition Overall cost: * 10,000.

Brief introduction of news propaganda: A series of news reports are made on the national standards formulated by Laoshan Mountain from the perspective of news, and information is disseminated in the form of news, so that Nanjing people can have quality trust in Laoshan bee products. For example, the theme of news reports can be "Look at the national standards formulated by enterprises-the national standards for honey issued by Nanjing Laoshan Pharmaceutical Company"

2. Publicize the raw materials and quality of bee products in peak season.

Publicity time: July 7, 20xx-February 30, 20xx 65438+February 30 (No.65438 +06) Advertising page: half a page.

* * * Layout: 8 editions. Total cost: * * million.

Advertisement introduction: In the peak season of bee products, the quality image and local image of Laoshan bee products are created through the image propaganda of soft text. When other manufacturers are fighting for price promotion, Laoshan jumps out to do quality promotion, but the price remains the same, and wins with high quality and low price. At the same time, with the help of Nanjing citizens' goodwill and recognition of local brands and the quality of Laoshan products, the products are marketed and promoted. For example, the publicity theme can be "Laoshan honey, better understand the health of Nanjing people" and so on.

(2) Do some public welfare activities to benefit Nanjing citizens.

1, bee product community in free goods.

Activity form: enter the community to display bee products. Time: enter the community with this newspaper (to be determined)

Activity description: Follow up the radio and television card activities of Nanjing Radio and Television News from time to time, and enter the community to display bee products in the name of holding a free bee product tasting meeting. Set up preferential shopping activities in 5 yuan, 10 yuan and 20 yuan with radio and television cards according to the market price. At the scene, 1-2 old customers who praised Laoshan after using Laoshan products were set up to join in, creating a scene atmosphere.

2. Free one-day tour of Laoshan Mountain (1)

Activities: Visit Laoshan Mountain, enjoy bee garden, see bee products and taste honey on the spot.

Activity time: July 15, September 16, 165438+ 10/8.

Theme: Get close to nature and embrace health.

Activity description: Organize the members of the newspaper Little Fish Club to take a one-day tour to Laoshan, and visit the planting base and production base of Laoshan. There are bee products stores and free goods honey opportunities in Laoshan site, which allow people to buy bee products while tasting Laoshan honey. Laoshan provides vouchers for purchasing honey, such as 35 yuan 100 and 50 yuan 15 (the actual vouchers are subject to the setting of Laoshan).

Second, let the products of Laoshan Pharmaceutical become the standing medicines and health care products for middle-aged and elderly people in Nanjing.

Product promotion of guide (TV program list) layout

Column location: Nanjing Radio and Television News Guide (TV Program List) Edition.

Column size: 7CM×7CM Column positioning: product promotion

Column picture: Laoshan logo

The purpose of setting up the column image is to spread the brand image of Laoshan. The right to use the column is Laoshan Pharmaceutical.

Column validity time: July 20xx1-June 20xx 65438+February 3 1 (26 issues)

Page fee: * * yuan/time. Total cost: * * million.

Publicity advantages: As the main column of Nanjing Radio and Television News, the Herald is the most concerned place in the newspaper column. Putting the product promotion of Laoshan in the middle of the guide will definitely highlight the products of Laoshan and attract the attention of the audience.

Introduction: This edition is used to promote the products of Laoshan Pharmaceutical, and the 7-edition guide only introduces 7 products of Laoshan. Issue each issue

For a special product, product discount activities, product prize-winning question-and-answer activities and new products are carried out irregularly.

Charged trial activities, etc.

Such as: ▲ This issue of Laoshan specialty: royal jelly freeze-dried powder, price: * * yuan, restricted personnel: middle-aged and elderly friends over 35 years old;

▲ Golden Week Laoshan Gift: In order to welcome the National Day, the Laoshan products released in this issue are 10% off, and the group purchase price is more favorable;

▲ Wanted: Middle-aged and elderly friends who are over 35 years old, pay attention to Laoshan products and know the following answers! The wanted person must report to Nanjing Radio and Television News with the answers to the following questions and his ID card, and receive a copy of Laoshan products at the scene. Question omitted ...;

Publicity plan planning 2 1. Audience analysis

Laoshan pharmaceutical industry → products (drugs and health products) → main audience of products (middle-aged and elderly people who attach importance to quality of life and health)

Nanjing Radio and Television News → Service (news, publicity) → Main media audience (middle-aged and elderly people with purchasing power and plenty of time)

Laoshan Pharmaceutical and Nanjing Radio and Television News have the same audience!

2. Target analysis

Laoshan enterprise background: 197 1 Nanjing Laoshan pharmaceutical factory was established in March.

Audience cognition: strong strength and quality assurance.

Advantage products of Laoshan Mountain: local bee products with national standards in Nanjing.

Audience cognition: Nanjing people's own high-quality bee products

Product features of Laoshan Mountain: middle-aged and elderly people always have medicines and health care products.

Audience cognition: Middle-aged and elderly people in Nanjing always have medicines and health products.

Laoshan's current positioning: the brand is stable, but the brand image is not clear.

Audience cognition: Laoshan is a vigorous, steady and sophisticated old Chinese medicine practitioner in Nanjing.

Target location of Laoshan Mountain:

1. The bee products of Laoshan Mountain are the own bee products of Nanjing people;

2. Laoshan Pharmaceutical's products are standing medicines and health products for middle-aged and elderly people in Nanjing;

3. Laoshan is an alert, steady and experienced old Chinese doctor in the eyes of Nanjing people;

Laoshan Mountain can bring health to middle-aged and elderly people in Nanjing.

How to get to the destination: See Publicity/

Whether the target position is reached or not: it depends on the effect evaluation.

The third part of the publicity plan planning The implementation plan of Funing Kindergarten Preschool Education Publicity Month is based on the spirit of the Notice of the General Office of the Ministry of Education on Launching the 20xx National Preschool Education Publicity Month, the Notice of the Provincial Department of Education on Forwarding the General Office of the Ministry of Education on Launching the 20xx National Preschool Education Publicity Month and the Notice of the Municipal Education Commission on Launching the Preschool Education Publicity Month. In order to thoroughly implement the Guide for Learning and Development of Children Aged 3-6 and the Notice on Printing and Distributing Eight Prohibitions for Strengthening Science Education to Prevent and Correct the Phenomenon of "Primary School" in Early Childhood Education, our park has formulated the Implementation Plan of Funing Kindergarten Preschool Education Publicity Month in light of the actual situation, aiming at further creating a strong atmosphere for the whole society to pay attention to and understand preschool education, making the concept of scientific parenting and teaching according to law deeply rooted in people's hearts and promoting the healthy development of preschool education in our park.

I. Purpose of the event

Taking the spirit of the Guide as the main propaganda content, we will highlight the standardization of running the park and scientific education, raise the awareness of laws and regulations of teachers, children, parents and society, put an end to the phenomenon of primary school, carry out a series of publicity and education service activities around the Guide, guide parents and teachers to learn the Guide well, make good use of the Guide, and let the scientific parenting knowledge be deeply rooted in the hearts of the people.

Second, the theme of the event

Youth cooperative science association

Third, the activity time

20xx May 20th to June 20th.

Four. Activity arrangement

(1) preparation stage (5.20-5.25)

1. Hold a mobilization meeting and set up a publicity group.

Team leader: Han Lixin

Deputy leader: Zhao

Person in charge of online platform: Gao Xiaofeng.

Parents in charge of community publicity: Wan Yuhong

Responsible for teacher publicity and activities: Zhang Qingjie.

Team members: the team leader and monitor of each school year.

2. Make implementation plan and prepare publicity materials.

(2) Organization implementation stage (5.26-6. 19)

1. Hold a general meeting of the teaching and administrative staff of the whole park to convey the Notice on Printing and Distributing the Activity Plan of suifenhe city Preschool Education Publicity Month in 20xx and the implementation plan formulated to inform our park, to clarify the theme of the publicity activities-youth collaboration in science popularization, and to help the teaching and administrative staff understand the content and form of the publicity month.

2. Carry out the "June 1 Celebration Week", invite parents to participate, interact with the family, and promote children's development.

3. During the activity, we will make full use of the website of our park and the LED screen in the lobby to publicize the scientific parenting guide and create an atmosphere for the pre-school education publicity month.

4. Carry out the activity of "connecting children scientifically" to publicize the scientific concept of children, education and the harm of primary school to parents.

5. Distribute leaflets to the community, publicize scientific parenting knowledge, and help parents understand the educational concept of the Guide and understand the development characteristics of all ages.

And guide parents to observe, understand and respect their children.

6. During the publicity month, our garden will help parents learn and understand the Guide through open days, games, parent-teacher conferences and other ways, and guide parents to reflect on their educational behavior and parenting ideas.

7. Carry out the activity of "sending teachers to kindergartens", share scientific teaching ideas with sister kindergartens, and guide and guide teachers to organize and implement children's activities under the understanding of the Guide.

8. Carry out the activity of "connecting children in large classes to visit primary schools" to let children in large classes know about primary schools, give them full psychological adaptation and make effective connections.

9. Organize teachers' study guides and exchange learning experiences.

(3) Summary stage (6.20-6.25)

After this activity, we should conscientiously sum up the communication and arrange the written materials and pictures submitted to the activity on time.

20xx May 16

Publicity plan 1 chapter 4. Creativity and analysis:

1, the whole film takes 6 minutes, and it takes one or two working days to shoot, with Chinese dubbing, real shooting and special effects display, and modern scientific and technological style;

2. The application field of air energy water heaters is quite extensive, and the product quality directly affects human safety and health. As a new energy source, it is particularly important for the company to directly understand the quality of its products. As the fourth generation new water heater, this advanced technology is used to improve and enhance people's quality of life with its obvious advantages of safety, energy saving, comfort, convenience and worry-free. Adhering to the "customer-oriented" business philosophy, the company has established a scientific and strict product quality assurance system and resolutely assumed the corporate responsibility of energy conservation and environmental protection, and the safety and health of users. Therefore, "Science and technology change life, energy conservation and environmental protection experts" is the theme of this promotional film;

The products of Jinhua Collinger Company are high-tech modern products. While promoting and introducing the feature film, the investment nature is integrated into the whole film, which has a subtle influence on the audience, which is undoubtedly the embodiment of the practical role of the feature film. In the whole content, it focuses on the elements of attracting investment and the relevant contents of company policies. The company is young and creative, combining corporate culture and related materials to show the team atmosphere of the company accordingly;

4. The main products of Jinhua Kolinger Company include household air energy water heaters, commercial air energy engineering units and central water control system ... Considering the promotion of product quality and scientific and technological content, high-definition cameras are used to feature the products and LOGO, and then they have evolved into familiar product application entities, that is, the engineering cases corresponding to Jinhua Kelinger Company's products are adopted to emphasize the application effect of the products with practical cases;

The audience of this movie is big customers such as dealers and end customers, and these audiences have high requirements for the strength of the company and the quality of various products. So the company started in xxx, located in Jinhua High-tech Industrial Park in the middle of Zhejiang Province. Now it covers an area of 10000 square meters, and its marketing outlets are all over the country and abroad. Obtained many honorary qualifications, international advanced manufacturing technology and sets of advanced manufacturing equipment and testing equipment, and strictly managed to ensure quality.

6. Considering the buyer's understanding needs, when promoting the company's information, the structural order is as follows: the company's strength and honor qualification, technology research and development and finished product display, production and testing equipment, marketing network and customer case display, corporate team culture and service outlook.

The first paragraph: Starting with "technology changes life, energy saving and environmental protection experts-the strength of the company", combined with the concept of corporate culture, it tells the strength and general situation of Collier enterprises and enterprises with modern manufacturing technology. Special effects display of various honors and professional certificates;

Section 2: Starting from "scientific and technological innovation, people-oriented-product technology", the product technology research and development and application experience are displayed in detail. Strict product quality inspection embodies the company's product quality concept. Special effects display of each series of finished products;

Segment 3: From the beginning of "Relying on nature, integrating into life-product production", Kellinger's modern production workshop and equipment appeared, and the whole process was recorded.

The fourth paragraph: from the beginning of "full service, bright future-marketing service", quickly show the company's service vehicles leaving the company gate; Draw out the cases of the company's main customers and schools, and strengthen the company's investment promotion content and related policies;

Episode 5: Starting from "Great River Pentium, Surging Power-Corporate Culture", quickly show the corresponding contents and materials of corporate culture and humanistic care, reflecting the vitality and creativity of the company team;

Second, the theme of the promotional film:

Science and technology change life, energy conservation and environmental protection expert ● Ke Linger

Three. Production outline of promotional film: (6 minutes)

Part I: Technology changes life, energy conservation and environmental protection experts-company strength.

[Contents, pictures] Pictures of famous representatives of Jinhua and panoramic information of economic development zone; The lens changes, the company LOGO trademark flashes, and the company history screen appears; When the camera is turned on, the factory gate of the company (small rocker arm, wide angle) appears, clouds fly by, the company name, LOGO subtitles on the wall, the company cultural wall and other scenes are close-up, and the exterior of the office building is large, overlooking the scene from upstairs; Three or four employees walked out of the administration building, smiling. The employees in the office area worked hard, with focused eyes, rigorous computer operation, busy working scenes for all employees in the office and work exchanges. Panoramic view of mobile site, workshop interior, production and processing equipment, and panoramic view of finished products neatly placed; Lens switching, company honor certificate, product certification qualification (or special product close-up) special effect switching display. ...

[Music] Solemn atmosphere

[Explanation] Introduction

[Time ]80 seconds

The second part: scientific and technological innovation, people-oriented-product technology

[Content, picture] klinger logo flashes, and a panoramic view of the technical department, a panoramic view of the building and a close-up of the house number appear; Close-ups of all kinds of equipment in different functional areas, close-ups of small test pictures, technicians engaged in different jobs, technicians focusing on computer close-ups, and technicians appear in the R&D laboratory to carefully check and collect assembled mirrors; Discuss the scene on the spot; Lens switching, close-ups of main products between samples appear; Close-up of external coil technology, close-up of welding technology, close-up of water inlet and outlet technology. Each series of product renderings, real shot material special effects are displayed one by one; Show the work details of the quality inspection department, the intermediate scene and close-up of the experiment and test of air source water heater; Panoramic view of each theme: information of R&D office and high-tech R&D center. ...

[Music] Sense of technology and lightness

[Explanation] Introduction

[Time ]70 seconds

Part 3: Dependence on nature and integration with the production of life products

[Contents, pictures] logo transition, exterior display of production workshop, panorama of interior of workshop, cargo transportation scene, big scene and close-up of internal production equipment; Close-up of product cross section, material thickness, semi-finished products and busy work of workers in the workshop; Raw material stacking pictures and logo close-ups, from the production process to the finished product production process; Panorama of the sample showroom; Open the two-dimensional lens of the product. There are many close-ups of goods stacking scenes in the warehouse (small rocker shaking and moving scenes), and the lens is enlarged and fixed on the company logo. Kellinger's logo faded, the camera opened, the wall culture of the company's workshop was close-up, and the vision of Kellinger's factory appeared. Exterior view of workshop: it mainly shows the working scene of the model and the subtitles of performance parameters. ...

[Music] A magnificent March

[Explanation] Introduction

[Time ]60 seconds

The fourth part: all-round service, bright future-marketing service

[Contents, pictures] In modern cities, two successful people shake hands; Shot switching, company high-level meeting scene, facial expression close-up of general manager's speech, gesture scene of general manager's speech, discussion and note-taking scene of participants; After-sales service car going out scene; Flash white, the map of China and the map of the world unfold, some bright spots on the surface of the map flash in turn, dealers are all over the country, and products are exported to all parts of the world; The case of the whole company is on the map.

The surface flashed by, leading to the application case name and sales growth chart of the company's project; The exterior and interior of the company's major specials, the smiling materials that dealers or customers are satisfied with, the company LOGO appears, the camera is turned on, the logo is reduced to the upper left corner, the text of the company's sales documents is displayed, and the subtitles of the investment promotion policy are displayed; The scene where the goods are packed and loaded, the electric door is opened, the truck driver pays the bill, leaves the company and goes far away; Finally, stop at the picture of the salesperson showing the customer around and shaking hands?

[Music] A soothing orchestra

[Explanation] Introduction

[Time ]80 seconds

The fifth part: the great river is surging and surging-corporate culture.

[Contents, pictures] flashed in white, the company employees had a pleasant work exchange scene in the office, photos of the company's activities over the years, close-ups of the company's culture on the wall, easy exchange of scene materials with dealers at the exhibition, and the company's exterior shots appeared. Just now, all the pictures were concentrated again and piled on one screen, the pictures faded, and the clever logo appeared, stopping on the screen from small to large; The logo gradually shrinks and moves to the upper left corner of the screen. When the screen shot was taken, a girl smiled and answered the phone, and information about team meetings and activities appeared. ...

[Music] A soothing orchestra

[Explanation] Introduction

[Time ]60 seconds

Fourth, the cost composition.

Chapter five of publicity plan one. Basic information of the column

(1) column name: colorful little sun or I am a little star.

(2) Column time: once a week, each period is 30 minutes. It premieres at 9: 00 every Saturday night and replays on Sunday 12:30. Personally, I think 9 pm is a little too late for children. The first broadcast is best between 6: 00 and 8: 00 pm. If it is too late, children will rest and fewer children will watch the program. )

(3) Purpose and purpose of the column

1, the purpose of the column

Children are the future and hope of the country. As a new generation growing up with the 2 1 century, they are well-educated, broad-minded, expressive and challenging. We plan to set up children's TV variety entertainment column "Colorful Little Sun" to open up a TV stage for children in our county to display their comprehensive talents, so as to promote their intellectual development and improve their basic quality and enrich their spare time life.

2, the purpose of the column

Cultivate children's self-confidence and upward sentiment, exercise their perseverance and improve their comprehensive quality. Enrich children's screens and enliven amateur atmosphere.

(D) column positioning

1, column target location

Build a platform for children to show themselves, exercise themselves and improve themselves.

Enrich children's after-school life and improve their basic quality.

2, column audience target positioning:

Students aged 5- 12 in kindergartens and primary schools.

Second, the market analysis of the column

From the perspective of TV viewing and audience participation, children are the main part. They have a special position in the family. Their participation in the program and watching the program will definitely drive other family members to pay attention to such programs and form a certain audience. This is extremely beneficial to open up the viewing market and the column management market.

It is understood that children are very enthusiastic when watching and signing up for such interactive children's programs, such as the wisdom tree of the Central Children's Channel. So far, this kind of program has not been launched in our county, and everyone has a strong reaction, which is urgently needed to be launched in our county. Therefore, the market prospect is promising, and the future operation of this column is also worth looking forward to.

Third, the content and process of the column

(1) grouping

1. The kindergarten group selects 4-5 children to participate in competitions and performances in each period, and parents can participate.

2. Each primary school group selects 4-5 children to participate in competitions and performances, either individually or in groups of many people.

(Note: Only one of the two groups will participate in the competition in each period, which means that this period is either a column of the kindergarten group or a column of the primary school group. If you do it at the same time, the program time will be overtime. )

(2) Program flow

1, kindergarten group

The kindergarten group should highlight the characteristics of children's innocence, childlike interest, naughty and cute, and cleverness. The identified projects are:

(1) Little Star Competition (15 minutes)

The display of one's talents and specialties. Such as singing, dancing, playing, reciting, telling stories, etc. (Judge's score)

(2) Children's vocabulary question and answer (5 minutes)

Choose some questions about human geography, life and study for interactive questions and answers to enliven the atmosphere of the program.

(3) Little Challenger (10 minutes)

Improve children's hands-on ability and customer service ability, such as dressing competitions, folding quilts, dribbling and other competitions. (Graded by the judges)

2. Primary school group

The primary school group should reflect the study life and extracurricular life.

Established projects:

(1) Talent Competition (15 minutes)

It can be singing, dancing, performing and playing musical instruments, as well as gymnastics, local opera performances and special exhibitions. (Graded by the judges)

(2) Test (5 minutes)

Highlight the importance and necessity of children's comprehensive quality, appropriately join the dialogue between parents and teachers, and emphasize the importance of children's growth process. (Graded by the judges)

(3) Brave and fearless (10 minutes)

Test students' ability to overcome difficulties and solve problems with some small projects that require thinking and courage. (Graded by the judges)

(Note: The judges can be selected from kindergarten teachers or literary and art workers, and the scores will be used as the basis for awarding prizes at the end of the program. Of course, every child is the best, and it is best for everyone to have a prize. )

Fourthly, the packaging style of columns and presenters.

(1) chromatographic column packaging

In order to embody personality and characteristics, this column must work hard on packaging. For example, the title design should be bright, attractive and fashionable, and the film flowers should be short, exquisite and infectious. Including the opening song and the ending song, it should be cheerful and easy to remember, the slogan of the column should be concise and infectious, and the background color should be bright (if it is filmed indoors).

(B) the host packaging style

The host asked: A man and a woman, or a woman and a children's channel mascot. Have love, childlike innocence, affinity and understand children's psychology; There must be some nursery rhymes, dance performances and so on.

Packaging style: the makeup should be light, the makeup should be generous and decent, and the dress should be cartoon and cute.

Popularization and publicity of verb (abbreviation of verb)

The first column should make use of its own media advantages to promote itself, and it is recommended to promote it at least three times a day.

Secondly, communicate with kindergartens and primary schools to improve the enthusiasm of children, schools, parents and other sectors to participate in the plan. And be prepared to record the program.

Thirdly, effective communication was conducted with companies and enterprises to win more sponsorship funds.

To make the program stronger, on the one hand, our station obtains operating funds, on the other hand, it promotes enterprises.

The fourth project should have a registration hotline and website to facilitate the participation of students and parents.

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