Planning of opening activities

Opening activities planning Chapter 1 Part I "Overview of the opening publicity planning of Saiwei"

I. Purpose of communication

This planning case is mainly aimed at the series communication before the opening of the business, which lasts from 1 month before the opening of the business 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 surrounding the brand concept and brand personality of "Saiwei Laundry";

2. Spread Saiwei brand with the thinking of overall marketing;

3. Make the overall brand communication plan;

4. Carry out brand communication in stages and steps;

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 effect of each stage to determine the communication scheme for the next stage. This scheme is not immutable.

Third, communication projects.

1, advertisement

Including hard advertisements and soft advertisements in local newspapers; Brochure; Outdoor advertising;

Step 2 promote

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

3. Events and experiences

"Take advantage of the situation" to create news, opening celebrations, exhibitions, street activities, clubs, customer experience activities and so on.

4. Public relations

Including issuing press releases, participating in thematic activities and speeches, seminars, charitable donations, interviews with publications, community relations, media image monitoring and correction, etc.

5, personnel sales

Visit and maintenance of group customers

6. Direct mail

DM single directional delivery, telemarketing, network marketing, etc.

The second part, the detailed rules of communication projects in each stage.

First of all, the following communication items (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 to convey 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 (manage the contract performance with partners);

7. Evaluation and summary of communication effect.

Second, before opening

1, Qingzhou Key Customer Communication Project

Target audience: police, banks, hotels and other major dry cleaning customers.

Communication purpose: to establish a cooperative relationship with it;

Dissemination of information: brochure of Saiwei Laundry Life Museum;

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

Communication marketing strategy: annual card consumption, monthly statement and other forms.

Communication budget:

Communication supervision: establishing database, quantity and quality management;

Duration: All the time.

2. Communication project in surrounding residential areas

Target audience: residents around Shi Sheng community store;

Communication purpose: let the target customers know the relevant information of "Saiwei";

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

Communication channel: make DM posters and send them directly to residents' mailboxes; Store facade publicity; Street lamp flag;

Communication budget:

Communication marketing strategy: discount during the opening period, bonus giving and other forms.

Communication supervision: ensure delivery to households; Maintain outdoor advertising;

Duration: update as soon as there is new content;

3. Publish the recruitment information of shopping malls

Target audience: all citizens

Purpose of communication: Recruiting personnel and transmitting the relevant information of "Saiwei Laundry";

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

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

Communication budget:

Communication supervision: contract maintenance

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

4. Preparations for the opening ceremony

(1) Formulation of planning scheme `;

2 invitation confirmation;

(3) determine the list of invited celebrities;

(4) Invite the media to contact;

⑤ Planning and implementation of the opening ceremony;

Three, a 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 appropriate);

Transmission route: bus body and taxi tail.

Reason for choice: The bus body and the taxi tail are a flowing landscape in the city.

It has the characteristics of low cost, wide distribution, 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 tail of buses and taxis are car owners, and the target audience is highly targeted.

Selection principle: the bus line that has been washed by Saiwei;

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

Air-conditioned car;

Taxi should choose a larger local taxi company;

Communication budget:

Communication supervision: contract supervision

Transmission time: depending on the budget, you can choose bus No.2-4, with scattered lines and wide transmission;

Taxi advertising can choose more than one car; The duration is usually three months to half a year, depending on the effect.

2. Broadcast advertisements.

Target audience: all citizens;

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

Dissemination information: address, telephone number, brand slogan, opening discount information.

Communication channel: one or two radio stations;

Communication budget:

Communication Supervision: Contract Maintenance of Advertising

Communication time: one week before the opening, n times a day (depending on the budget and price), lasting for one week;

3. Hard advertisements in newspapers.

Target audience: all citizens;

Communication purpose: "Saiwei Laundry" opening ceremony advertisement;

Information dissemination: congratulations from industry associations and major enterprises and institutions; Environmental pictures; Telephone; Opening hours; Opening discount information;

Communication channel: one or two media; Half-page advertisement;

Communication budget:

Communication supervision: media relations maintenance, hard advertising contract maintenance.

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

4, database promotion

A outsource 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, combined with their own clothing brands, send materials, emails, text messages, etc. Dress members;

The third part, the planning of open day activities.

I. ribbon-cutting ceremony

Basic content: Opening Ceremony-Leader's Speech-Ribbon Cutting-Banquet.

Opening process of Saiwei laundry life house

The opening ceremony is scheduled to be held at _ _ _ _ _ _ noon in 20xx (upper/lower).

often

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

The staff is ready for work;

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

Wear flowers, welcome guests to take their seats, and the hostess waits at the entrance to prepare for the introduction;

The master of ceremonies announced that the celebration was about to begin. Please be seated.

Please all the distinguished guests attending the celebration are seated;

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.—— MC announces the opening of Saiwei Laundry Life Museum Linhai Store!

7.- The celebration teacher announced: Go ahead; (Head office leader);

8.- The celebration teacher announced: Go ahead; (VIP Association Leader)

9.—— The ceremony host presided over the ribbon-cutting ceremony, and the hostess led the company leaders and guests in place;

10,-Celebration MC invited guests to preside over the cutting ceremony;

1 1,-The leader of our company announced: Opening! (Leaders and guests cut the ribbon)

12,-Celebration master announced: invite leaders and guests to dinner!

13,-The guests are officially seated;

Second, the celebration atmosphere layout

1. Atmosphere layout of main urban sections

1. 1. There are two direct balloons at the door.

1.2, insert a knife flag along the road from the door to the intersection to create a festive atmosphere of two points;

2, the store atmosphere layout

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

3, the venue atmosphere layout

3. 1. The venue will be equipped with two direct balloons;

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

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

3.4. The ground from the gate to the VIP table is covered with a red carpet;

3.6. Sign at the door "Warmly welcome leaders and guests to visit Saiwei Laundry Life Museum for guidance!"

3.7. The VIP aisle next to the welcome sign is paved with a red carpet leading to the rostrum, and there is a sign-in desk decorated with flowers. Courtesy ladies are ready to accept guests' sign-in and wear flowers for them.

Third, slogans and slogans

1, warmly celebrate the opening of Saiwei Laundry Qingzhou Shi Sheng Community Store!

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

Fourth, the cost budget

By their own decision

The fourth part, open day and follow-up activities.

I. Shopping mall activities

1, theme "Happy 100%, Saiwei Grand Turntable"

2. Content: Anyone who has obtained the experience card of Saiwei Laundry Life Museum; Anyone who buys a Saiwei laundry card or washes clothes at a specified time is above RMB; That is, turning the turntable, where the pointer points, is winning the prize;

3. Activity time: one week of opening;

4. Location: in front of Saiwei Laundry.

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

6. Activity organization: store layout.

Second, XXX is affectionate and Saiwei is polite.

1. Adopt cooperative marketing.

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

3. Activities:

Supermarket: distributing leaflets at the checkout counter of the supermarket; Buy 100 yuan, get an experience card and wash a pair of pants for free;

Clothing store: hanging pop；; Place a movable Yi Labao in front of the store; Leaflets; 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;

Three. The process of building the Saiwei web page is as follows.

Provide information required by 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 subsequent communication projects.

Fourth, community activities.

1, residential property discussion, Saiwei laundry promotion, information distribution;

2. Promote DM single discount or 30% discount and mail delivery;

3. Community public welfare activities: free laundry and disinfection in welfare homes; With the change of festivals, carry out activities irregularly;

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

Verb (abbreviation for verb) cross-industry cooperation

1, cooperate with other brands around and promote each other;

2. Cooperate with the company where the property is located, and the group purchases laundry vouchers as a company benefit;

The search and negotiation of intransitive verbs group customers

1, customers who are dining around and need to wash their uniforms; Formulate detailed rules for cooperation among group customers; Sales staff follow up;

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

Seven, store fixed marketing promotion

1, May 1 Welcome Labor Day and send laundry vouchers; For spending more than 100 yuan, in addition to the fixed discount, a laundry voucher 20 yuan or a set of suits will be given for washing;

2. Customers who spend money on Mother's Day will be given a flower and a Mother's Day greeting card;

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

4, August 1, Army Day, active duty or veterans, free laundry in 20 yuan;

5.9 10, Teacher's Day, with the teacher's certificate, free laundry in 20 yuan;

6.1June 16, Double Ninth Festival, elderly people over 70 years old, holding ID cards, each person washes 20 yuan free of charge;

First, the overall idea

1, with the ribbon-cutting and groundbreaking ceremony as the main line, through the ribbon-cutting and unveiling of the sales department, the groundbreaking ceremony of the construction site and the reception of the gift celebration, the purpose of the event was completed.

2, through the active dissemination of internal subscription information, so that potential consumers can obtain information.

3. Through the indirect influence of activities, let more potential consumers have a basic understanding of the development, construction and sales of real estate, so as to attract established target groups.

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

Second, the overall atmosphere layout

With the theme of the opening ceremony of the ribbon-cutting ceremony and the foundation laying ceremony of the sales department as the keynote, the whole venue will hang 20 floating balloons on the construction site in the air, echoing the information that Hisense Real Estate has started to subscribe. The sales department is decorated with red, yellow and blue balloon chains. The main road, the sales department and the entrance to the construction site are covered with colorful flags, and the interior wall of the sales department is decorated with exhibition boards to ensure a solemn and warm atmosphere.

1, sales department layout

(1) Insert road signs and signboards on both sides of the main road.

(2) Hanging banners for the foundation laying ceremony and the opening ceremony of the sales department.

(3) Inflatable arch door

(4) The door is paved with red carpet, with flower blue and flower bonsai.

(5) The four walls of the sales department are covered with red, yellow and blue balloons.

(6) The sales department covers HongLing with a plaque.

2. Hanging 20 floating balloons in the air at the foundation site (construction site), which read "Warm congratulations on the foundation laying ceremony and the opening ceremony of the sales department" or "Welcome to the foundation laying ceremony and the opening ceremony of the sales department". Place a green slate and several shovels with red ribbons at the foundation.

3. Main venue area

(1) A sign-in desk is set at the entrance of the main venue area, and a long wooden table covered with red cloth is placed to guide guests to sign in and control the order of admission.

(2) There are two loudspeakers and a microphone around the venue, which is convenient for the host and related personnel to speak.

(3) The band and the lion dance team are located at one side of the host area of the main venue.

Third, the activity program settings

As a celebration, the atmosphere of the celebration should be strong, and we plan to use part of the celebration to arouse the mood of the venue. Lion dance activities create a festive atmosphere and prepare for future projects. Because of its low cost and high income, it is the easiest to create an atmosphere and scene. Therefore, it is most reasonable to regard lion dance as an integral part of the opening ceremony. In addition, the master of ceremonies should preside over the whole process of the celebration, and the master of ceremonies should thread the needle to make the venue orderly.

Specific activity program settings:

09:00 Sales Department welcomes guests (Miss Polite guides guests to sign and distribute materials).

09:20 Miss Etiquette invited guests and reporters to the main venue.

At 09:30, the band played music, the master of ceremonies appeared, announced the groundbreaking ceremony and the opening ceremony of the sales department, and introduced the celebration activities to the guests, introducing the leaders and guests one by one.

09:50 General Manager Hu delivered a speech (the main content of the speech is to thank leaders at all levels for taking time out of their busy schedules to attend the opening ceremony. And briefly introduce the company and this project.

10:00 city leaders' speech (mainly about congratulations and the significance of project development)

10:30 unveiling ceremony.

10:50, the master of ceremonies invited guests to enter the foundation stone laying site under the guidance of the lion dance team.

1 1 set off firecrackers and the band's music began again. (Miss Etiquette distributes shovels to the guests)

1 1: 10 guests took shovels to participate in the foundation laying activities.

12:00 ×× Hotel, the celebration reception will begin (the reception can be in the form of a western-style buffet with a harmonious and elegant atmosphere).

Four. Activity coordination 1. General Manager-General Affairs Group: responsible for the overall progress of the event and determining the guest list staffing: tentative 1.

2. On-site general coordination-venue group: coordinate the work between various processes on site. Staffing: tentative 1 person.

3. Prop preparation-logistics team: responsible for purchasing the materials needed for the activity and cleaning up the site after the activity. Staffing: tentatively 2 people.

4. External liaison-public relations team: responsible for sending invitations and contacting bands, lion dance teams, emcees, news media, hotels, etc. Staffing: tentatively 4 people.

5. Guest reception-reception team: responsible for the guests' sign-in desk, distributing information, wearing VIP flowers for the guests, guiding the vehicles to park, and seeing them off after the event. Staffing: tentatively 4 people.

Verb (abbreviation of verb) media cooperation If the opening ceremony of February 18 is the first appearance of the property. This vital appearance will affect the sales of the whole property in the future. Therefore, the purpose of advertising at this stage is to shape the corporate image, establish brand awareness, and establish people's grades and image as soon as possible. At this stage, we will mainly use newspapers, television, leaflets and banners and other media and communication methods to promote the project with a large number of hard advertisements.

Address: Tripartite Tel: xx

2. When you play text advertisements in the golden section advertisements of one or two programs of a TV station, you can also choose to play multiple mobile advertisements.

(2) 65438+February 18, and internal subscription started today.

(3) 65438+February 18 will be your life and happiness.

4. Make leaflets and send salesmen to distribute them in busy areas and residential areas.

Copy: page a: (refer to newspaper advertisement) page b: (project overview).

Planning for the Opening Ceremony Part III: Purpose

1, fruits are the main products in this season, which allows our store to quickly enter the e-commerce market and share a piece of it;

2. Take Tmall as a platform to enhance the company's market share and expand its influence;

The ultimate goal is to increase sales and make the company sustainable.

Second, the content

As the online store has just opened, the preliminary tasks are arduous, and the specific arrangements are as follows:

1, Tmall store operation process:

Apply for Alipay → apply for merchant certification → mall exam → qualification review → goods on shelves → mall promotion → pre-sales customer service → product positioning → order making → warehousing and delivery → financial collection and after-sales customer service → payment signing → mall decoration.

2. Development planning

First, the initial stage:

Product positioning-familiar with the platform-mastering the rules-decorating the shop-starting to sell.

Second, the promotion stage:

Combination of free promotion and paid promotion.

Third, the integration stage:

C shop, agent, wholesale, channel.

3. Preventive measures

Inventory guarantee, logistics guarantee, photo production, price negotiation, event registration, data collection and other preliminary arrangements

Three. Our strengths and weaknesses

Advantages: 1, own brand, already influential in East China, brand advantage.

2. The company has the advantages of convenient logistics, stable supply and warehousing.

3. The company is located in the Yangtze River Delta region, with dense population, wide audience and obvious geographical advantages.

4, offline sales, there is a fixed sales model, which is easy to manage. Disadvantages: 1, the category of fruit is not dominant in the e-commerce platform, mainly manifested in: inconvenient storage, inconvenient transportation, consumers are not used to buying online, etc. 2, the store is newly opened, there is no traffic and no word of mouth.

Coping methods:

1. Although fruits are not dominant, there is still a market, and e-commerce is developing rapidly. There must be a broader space waiting for us in the future. Therefore, in the early stage, retail is the mainstay, and in the later stage, wholesale and retail are combined to open up more channels and markets.

2. When the store is newly opened, you can do more promotional activities to attract traffic, reduce profits, attract customers and improve the ranking. All disadvantages will eventually turn into advantages. We can only serve customers sincerely, guarantee quality with promises and prove ourselves with actions.

Opening activities planning 4. Spring Festival package: many benefits and many surprises. During the Spring Festival, the "Rich and Auspicious" package was grandly launched: 888 yuan/piece, including:

(1), catering: 600 yuan/table, (including service charge, only for restaurants on floors 1, 2, 17).

(2) Guest Room: 160 yuan/room. One day (including breakfast and service charge)

(3) Entertainment: give a private room for 5 hours at XX: 30-17: 30; 17: 30-02: 00, give a private room for 3 hours, and you can consume goods worth XX8 yuan. (Goods are not discounted, including service charge)

Second, the guest room:

1.From February 8th (30th) to 23rd (15th of the first month), 20 special rooms are provided every day at the price of 180 yuan/room. One day (including breakfast and service).

2. From February 8th to14th, everyone who stays in Ronghua Room will get a beautiful gift.

Third, catering:

1, the New Year's Eve dinner of "Chicken Lucky" was specially launched:

577 yuan/table, 677 yuan/table, 877 yuan/

Book a New Year's Eve dinner in advance, and present a "rich and auspicious jiaozi" and a "family photo".

Reservation hotline: * * * *

2. The banquet hall on the second floor launched the Spring Festival package:

Friends party banquet: 699 yuan/table

Happy time after dinner: 799 yuan/table.

Rich and auspicious banquet: 899 yuan/table

Four: enthusiastic service, sunshine entertainment:

(1)* * The ballroom on the third floor of the hotel is equipped with first-class audio equipment and professional DJ technicians, which can accommodate 50- 100 people. It is the best place for class reunion, birthday party and small dance. Book a 50% discount during the Spring Festival.

(2) There are hundreds of popular cigarettes at home and abroad gathered at the cigarette counter, with complete varieties and moderate prices, which are the first choice for holiday gifts.

(3) The tea bar offers a 30% discount on gift tea and can provide tea storage service.

Verb (abbreviation for verb) Valentine's Day: Sweet Valentine's Day candlelight package

"Valentine's Day Candlelight Package" 360 yuan (including catering: 200 yuan, room 160 yuan) has no service charge, and the room includes two breakfasts.

If you book one week in advance, you can order a song for free on Linyi Radio.

If you book three days in advance, you will get a beautiful box of chocolates.