First, the name of the planning book

Write the planning name as concretely as possible, such as "Planning Book of XX University Activities in XX Year", and put it in the center of the page. Of course, you can write the main title and then write it as a subtitle below.

II. Activity background:

This part of the content should be highlighted in the following items according to the characteristics of the plan; Specific projects include: basic introduction, main implementation targets, recent situation, organizational departments, reasons for activities, social impact, and related motives. Secondly, we should explain the environmental characteristics of the problem, mainly consider the internal advantages, weaknesses, opportunities and threats of the environment, make a comprehensive analysis (SWOT analysis), focus on the various factors of environmental analysis, describe the past and present situation in detail, and make plans through forecasting the situation. If the environment is unknown, it should be analyzed and supplemented by investigation and research.

Third, the purpose, meaning and goal of the activity:

The purpose and meaning of the activity should be clearly expressed in concise and clear language; When stating the main points of the purpose, the unique features of the core composition or planning of the activity and the resulting significance (economic benefits, social benefits, media effects, etc.) should be clearly written. Activity objectives should be specific, and need to meet the importance, feasibility and timeliness

IV. Resource requirements:

List the required human resources and material resources, including the places used, such as classrooms or activity centers. It can be divided into two parts: existing resources and needed resources.

V. Activity development:

As the main part of the planning, the expression should be concise and easy to understand, but the expression should be as detailed as possible, and everything imaginable should be written without omission. In this part, it is not only limited to words, but also can add statistical charts, etc. The planned work items should be arranged in chronological order, and drawing the implementation schedule is helpful for the verification of the plan. The organizational configuration of personnel, the object of activities, the corresponding rights and responsibilities, and the time and place should also be explained in this part, and the emergency procedures to be implemented should also be considered in this part.

some reference aspects can be provided here: venue layout, reception room, guest seating, sponsorship mode, contract agreement, media support, campus publicity, advertising production, hosting, leadership speech, emcee, venue service, electronic background, lighting, sound, video recording, information contact, technical support, order maintenance, clothing, command center, on-site atmosphere adjustment, vehicle pick-up, etc. Please adjust yourself according to the actual situation.

VI. Budget:

After detailed and careful calculation according to the actual situation, the expenses of the activity are listed in a clear and clear form.

VII. Problems and details that should be paid attention to in the activity:

Changes in internal and external environment will inevitably bring some uncertain factors to the implementation of the plan. Therefore, whether there are contingency measures when the environment changes, what is the probability of loss, how much loss is caused, and emergency measures should also be explained in the planning.

VIII. Person in charge of the activity and main participants:

Indicate the organizer, participants' names, guests and units (in case of group planning, indicate the group name and person in charge).

Note:

1. This planning book provides basic reference, and small planning books can be directly filled in; Large-scale planning books can be designed by themselves without sticking to forms, and strive for detailed content and beautiful pages;

2. You can make a cover page for the planning book specially, so as to be simple and dignified; The planning book can be packaged, such as using the designed logo as the header, illustrated and so on;

3. Attachments, if any, can be attached to the back of the plan book or bound separately;

4. The planning book should be bound from the long side of the paper;

5. A big plan book can have several sub-plans.

Attachment: The basic steps of carrying out a university activity:

1. If the activity is held, plan it first. Planning is the thread of running activities, and a good planning is the premise of success.

second, get support. It is very necessary to gain the recognition and support of leaders; With the support of large media, your activities will become particularly easy to handle and will probably succeed.

Third, organize task teams and assign responsibilities to personnel. Rights and responsibilities are corresponding, and everyone should be very aware of their responsibilities. Note that the assignment of tasks should be based on people, and you can't say that you do something, so it can't be done well. There are several directions: command center, outreach sponsorship group, on-site working group, publicity media group, on-site order and etiquette reception group and emergency personnel. Print out the list of rights and responsibilities for everyone to see clearly. Moreover, meet once a day to report the progress in time so as to process all kinds of information;

iv. sponsorship or other sources of funds: it is necessary to find sponsors, negotiate hard with them and finally reach an agreement that can be recognized by both parties. With funds, everything is easy; Note: advertising should not go too far, and the negotiation must grasp the scale, otherwise the commercial taste may make the party fail!

5. combine resources. There are many props and articles that you need to find as soon as possible. Just like an RPG game, you have to know how to get resources and combine them.

VI. Publicity. It is the responsibility of advertisements, posters or other media to satisfy the appetite of participants.

VII. There must be a command center at the site to be responsible for timely scheduling;

VIII. During the process, there should be at least one way for all staff to communicate. Such as text messages, notes or gestures.

9. Special reminder: those who take charge, take care of children and create the atmosphere should be specially arranged. This is a must if you want to run a good activity.

11. Send away the high-level people who participated in the activity seriously, don't lose any courtesy, and remember to pay tribute to those who worked hard but were unknown! Your glory, they are the real founders. Of course, enjoy your own success.

This is the outline of the general marketing plan. I wonder if it will help you!

event planning is a very important part of advertising activities. Good event planning will contribute to the brand building and product sales of the company, and a strong operational planning requires a strong executive planning book, so the writing of the planning book is very important. This paper analyzes the relevant contents of event planning through several points for attention in the planning book.

event planning scheme is an effective behavior for a company or enterprise to increase sales and market share in a short period of time. If it is an event planning scheme with outstanding creativity and good enforceability and operability, it will play a positive role in improving the visibility of the enterprise and the reputation of the brand.

The event planning case is relative to the market planning case. Strictly speaking, it is subordinate to the market planning case. They are interrelated and complementary. They are all subordinate to the overall market marketing ideas and mode of the enterprise. Only under this premise, the market planning case and the activity planning case are the advertising behaviors with integrity and continuity, and only in this way can the audience have an agreed brand culture connotation, and the activity planning case can only follow the idea of the overall market planning case, so that the enterprise can maintain stable market sales.

There are various forms of event planning, generally speaking, including ROADSHOW, product briefing (press conference), festival promotion, news event marketing, etc. For any of the above schemes, according to different enterprise situations and market analysis, countless forms can be evolved. Event planning often has a direct effect on new product launch, product terminal distribution and product transformation, so it is also an important part of advertising planning.

For some friends in the industry who are new to advertising or planning, it may be difficult for them to achieve the expected results when writing event planning cases. Even some advertisers who have been planning for many years sometimes make mistakes. So, how can we write an ideal event planning case? I think we need to pay attention to the following points:

1. The theme should be single and inherit the general marketing ideas

When planning activities, we should first make an accurate judgment according to the actual problems of the enterprise itself (including the time and place of the enterprise's activities, the expected cost of investment, etc.) and the market analysis (including the current advertising behavior analysis of competitors, the analysis of target consumer groups, the psychological analysis of consumers, the analysis of product characteristics, etc.). In an activity, you can't do everything. Only by conveying the most important information to the target consumer group, as the saying goes, "do something and don't do something", can you convey the information you want to convey to the target consumer group most fully, attract the attention of the audience, and remember the information you want to express more easily.

2. Explain the benefits directly

After determining the unique theme, the audience consumer groups can also accept the information we want to convey, but there are still many people who remember the advertisement, but they have not formed the impulse to buy. Why? That's because they didn't see the interest points that are directly related to them. Therefore, it is very important to explain the interest points directly in the event planning. If it is a preferential promotion, you should directly tell consumers the amount of your discount, while if it is a product description, you should sell the most eye-catching selling points. Only in this way can the target consumers cause purchase impulses after contacting the direct interest information, thus forming a purchase.

3. Activities should focus on the theme and be as simple as possible

Many planning copywriters often want to carry out many activities when planning activities, thinking that only colorful activities can attract consumers' attention, but in fact, it is not. First, it is easy to cause no distinction between primary and secondary. Many market activities are very active, and many people participate in them. It seems that the response is very enthusiastic, but among those who watch or participate, how many people are the target consumer groups of the enterprise, and even if they are the target consumer groups, do they buy products one after another after participating in the activities? At present, a problem that some planners often complain about is the participation morality of onlookers. Many people often leave after watching the excitement, or take the gifts issued by the company. In fact, the problem here is that the content and theme of the activities do not match, so it is difficult to achieve the expected results. In the current market planning activities, some activities are both lively and can achieve good results at the same time, because the activities are only carried out around the theme. Second, increase the cost of activities, poor implementation. In a planning, if too many activities are involved, not only will more manpower, material resources and financial resources be invested, which will directly lead to the increase of activity costs, but there is also a problem that it is easy to lead to poor implementation by operators and eventually lead to the failure of the case.

4. Good enforceability

A suitable product, a good creative plan and a good executive team are the successful marketing activities. Whether the implementation can be successful or not shows the operability of the planning case most directly and fundamentally. In order to achieve good execution of planning, besides careful thinking, detailed activity arrangement is also essential. The time and method of the activity must be carefully analyzed considering the execution place and the situation of the executors, and the specific arrangement should be as comprehensive as possible. In addition, the influence of the external environment (such as weather and folk customs) should also be considered.