2018 the company's tenth anniversary celebration program
2017 the company's tenth anniversary celebration program I. Purpose and significance:
The tenth anniversary of the development of an enterprise is a milestone, it is the right time to look back at the history and look forward to the future. And take this opportunity to enhance the visibility of the enterprise, vigorously build corporate and brand image, can be said to be famous, rare opportunity; with the help of the activities of the platform, publicity xx general manager won the "Chinese mba hero", shaping the company's management of the commander-in-chief demeanor and leadership charisma; promote the company and the club's target members of the emotional exchanges for the upcoming establishment of the club to lay the cornerstone of the club, the club will be the first to be established, the club will be the second to be established. Club to lay the cornerstone for the upcoming establishment of the club, the club's dissemination and promotion of great benefit; for xx Modern City net popularity and customer resources, in order to smoothly open the market; golf is a healthy and fashionable sports, has always been respected by high-end people, held a golf tournament can fully highlight the xx company and xx City's extraordinary taste.
Second, the theme and slogan:
The main slogan: Gathering of modern business heroes - the slogan used with the xx Modern City promotion theme language echo each other, highlighting the participants in the modern business community's noble status, while indicating that this is a gathering of the elite.
Reference slogan: 1, the source of business heroes gather essence
2, reshaping the modern business civilization
Third, time: July 25, 20XX (to be finalized);
Venue: xx Golf Course, xx Hotel (press conference and fellowship location)
Fourth, the object and scale of the activity:
The main object of this activity is to provide the participants in the xx Modern City with the most advanced technology. The main object of this activity is the outstanding senior figures in the xx business community and customers with the ability to consume and purchase. In order to play the role of the media and the dissemination of oral referral, invite a certain number of journalists and the owners of the original xx company developed projects (such as xx Bay, xx Garden, xx, etc.).
1, xx business leaders (number of people)
2, the intention of large customers (number of people)
3, xx Bay owners (number of people)
4, the news media journalists (number of people)
5, xx corporate staff (number of people)
6, agent staff (number of people)
Total: a number of people
V. Organization and content of the event:
The arrangement of the event is roughly divided into three parts, namely, a press conference in the morning, a golf tournament in the afternoon, and a banquet in the evening. Diverse forms. Rich in content.
1, for the sake of improving the authority, expanding the influence of the considerations, it is recommended that the activity of the golf tournament by the xx Entrepreneurs Association as the organizer, xx company as the organizer.
2, the event for xx business leaders, intentional customers, owners, friends of the media, developers and agents company staff
3, the activities of the press conference, outdoor golf tournament activities, networking banquets throughout the three forms:
a. Press conference: invited xx Entrepreneurs Association leaders to make a speech by the developer's representative to review the achievements of the enterprise ten years. Developer representatives to review the enterprise ten years of achievements, and xx project and xx club to do publicity introduction, it is recommended to invite well-known clubs in Guangdong experience in the formation of the authority or belong to a club member of the celebrities talk about the club.
b. Golf: Golf has a strong business nature and gentleman temperament, can be a perfect interpretation of the activities of the object of the extraordinary quality. Participants in the fierce competition in the swing game, deepen friendship, promote exchanges, and see the charming scenery of xx mountain. All participants interested in golf activities, especially the intention of large customers can register to participate in the game, the ball tournament is intended for the establishment of the club and project sales to make a good preparation.
c. Fellowship Banquet: The purpose of the banquet is to bring the relationship closer in a relaxed atmosphere. Banquet by business leaders on the game awards, recommended xx project. Entrepreneurs Association members, media reporters and other participants in the meeting to communicate freely.
4, the general flow of activities are as follows:
Participants check in (xx hotel) → press conference (xx Entrepreneurs Association leaders, developers on behalf of the speech, the project recommended, the Guangdong Guest of Honor on the Club, xx hotel) → midday rest and relaxation (xx hotel) → golf tournament (xx Golf Course) → fellowship banquets (the leadership of the summary of the statement, the banquet gala, above), the activities are interspersed with awards and project recommendations. activities interspersed with awards and project recommendations, xx hotel) → the end of the day activities
Six, the organization of channels:
xx Entrepreneurs Association sent a letter to convene members to participate in the way is the main activity. Organizational channels, in addition to supplement the use of other ways.
1, in the name of xx Entrepreneurs Association through direct mail to the Association members, media reporters issued the project concept of the building and invitation letter.
2. The developer invited its business friends and xx Bay customers by letter and telephone.
VII. Publicity:
This activity mainly selects the xx real estate sector famous magazine "xx", and xx circulation of the largest and most influential newspaper "xx Morning Post" two print media, combined with the TV program folder folders on-site promotion and other ways to promote effectively.
1, the activities of the pre-publicity:
a, "xx" released a preview of the event, taking the form of a soft text to fully introduce the xx company, the company's general manager, "China's mba heroes," xxx, xx Club, focusing on mentioning xxx Modern City.
b. Combined with the project image publicity, "xx Morning Post" released a preview of the back page, combined with a brief introduction to the general manager of xxx, xxx Modern City.
c. Distribute sales brochures and invitations by direct mail.
2, on-site promotion:
a, press conference: statement of performance to show the strong strength of the enterprise; Guangdong guests to mobilize participants to join the club. The site layout is festive and dignified, magnificent, and the combination of the cultural heritage of the enterprise. Business leaders of the project and the club to make a citation.
b, golf competition: the ball game site through the arch, hanging project and the club's promotional banners, double-leaf advertisements, focus on putting, less but fine, to avoid the noise, focusing on baking elegant and serious atmosphere of leisure activities;
c, fellowship banquets: distribution of the project as well as the club's relevant promotional materials. On-site publicity to create a festive and active, atmospheric atmosphere, symbolizing the ten years of corporate glory and prosperity of the achievements, the smooth success of the event.
3, the activities of the late publicity:
a, "xx" report on the activities carried out, announced the list of winners.
b, "xx Morning Post" full-page article on the bottom page combined with pictures to report on the activities, announce the list, and introduce the xx Modern City.
d. xxx Golf Club with a TV program, the program to guide the audience to focus on xxx Modern City.
Eight, material preparation
Ten, the effect of the assessment:
1, the press conference is a powerful means of copying the news, can reflect the appeal and authority, easy to create momentum, gathering eyeballs, and relying on this platform, make friends with the media, can be the development of the enterprise and the start of the project to cultivate a good public opinion environment.
2, the golf tournament fashionable and elegant, using the form of competition adds more fun, I believe many people are happy to participate in it. This competition is for the club to develop member services, participants in the activity to experience the club's noble style, as well as the organization of the activities of the excellent ability.
3. The atmosphere of the party is relaxed and pleasant, and it is easiest to cultivate friendship, dig customers, and further deepen the effect of the previous two activities.
The mission of this activity is to establish a good image of the project, pulling potential customers to achieve the purpose of promoting xxx Modern City. And this activity is in the early stage of marketing and promotion, "a good start is half of success", we must make concerted efforts to make it held smoothly.
2017 the company's tenth anniversary celebration program two a, planning purposegrasp the opportunity of the tenth anniversary of XX Pharmaceuticals, XX Pharmaceuticals Pujiang base of the tenth anniversary of the on-site celebration of the momentum, quickly pull in a higher, broader level (geographical level, public relations level, publicity level, sales level) of the activities of the promotional planning, continue to set off the celebration of the climax, refining the corporate culture, enhance the cohesion of the enterprise, localized Pulling sales, cultivating model markets, recovering lost ground, regaining confidence, and reproducing XX splendor.
Second, the overall idea
Geographic level: taking into account the publicity and public relations effect of the specific sales feedback and manpower to follow up, it is appropriate to Chengdu city as the main object of the activity, publicity to focus on Chengdu as the main, radiating the whole Sichuan.
Propaganda campaign: the most important, we must mobilize the relevant media, focusing on the creation and development of XX, philosophy and culture, success and ups and downs, R & D and innovation, production and sales, opportunities and challenges and other aspects of the subject matter, to launch a lively discussion on the "XX phenomenon", to attract the "eyeballs", create news. The event is a great opportunity to attract "eyeballs" and create news "cause".
Activity theme: for specific key products, the use of market integration and promotion strategies, the formation of a set of effective market promotion planning program, the strong implementation of the target products can quickly enter the social consumer groups, and the formation of a strong market advantage.
Third, the specific practice
"three a" strategy:
a step-by-step soft news hype;
a unique on-site celebration;
a set of effective product promotional programs.
At present, we must immediately start the first two jobs, through a series of soft news publicity around the celebration before and after the celebration and the celebration itself, so that the public relations level (government departments) and the sales level (consumer groups) of the target audience to establish a renewed awareness of XX company and XX products, and then clearly inform the public XX want to take advantage of the tenth anniversary of the birthday, with the advantage of the product to open up the prototype market, to raise the prestige of the local enterprises, and strive to create a new product, the XX company is a good example of the XX company. The local enterprise prestige, to create "singles champion", recover "lost ground", renew the enterprise's brilliant determination, for the key product publicity and promotion to make a good pad.
Fourth, the theme of the event
Carefully build a century-old store ten years XX reproduction of glory
Fifth, the time of the event
The end of June 2005 - the end of July
Sixth, the implementation of the content and the degree of advancement
(a) the first phase of operation: (June 18 - June 28, 2005, the first phase of operation:) 18th - June 28th)
Purpose: To draw widespread attention to the campaign.
Corresponding activities: news forum
1, time: June 18 (Sunday)
2, location: XX Pujiang plant
3, content: tell the media XX company held on June 28, the 10th anniversary of the celebration of the situation, a brief description of XX Pharmaceuticals 10 years of development and the launch of a new round of research and development, production, sales offensive, especially the large-scale battle for the Chengdu market. The company's first step was to launch a new R&D, production and sales campaign, especially a large-scale campaign in the Chengdu market, and to discuss news and feature follow-up plans with the relevant major media outlets.
4, the manuscript arrangement: according to my company's press release (another case), Sichuan Daily, Chengdu Commercial Daily and West China Metropolis Daily each issued a press release of not less than 300 words, Chengdu Evening News and Tianfu Morning Post each issued a press release of not less than 400 words, Chengdu Daily as a focus on a separate list of release plan (another case), the manager of the daily as a special invitation to support the media special treatment (another case).
5, the site layout: simple and bright background plate, the company LOGO and "carefully build a century-old store ten years XX reappear brilliant" words.
6, the news symposium costs:
(1), 6 journalists
Science and Technology Daily 1 person × 400 yuan = 400 yuan
Chengdu Daily 1 person × 400 yuan = 400 yuan
Huaxi Metropolis Daily 1 person × 400 yuan = 400 yuan
Chengdu Daily 1 person × 300 yuan = 400 yuan
Chengdu Daily 1 person × 300 yuan = 400 yuan
Manager Daily 1 person × 300 yuan = 400 yuan
*** counted 6 people 2,100 yuan
(2), the preparation of the relevant materials
The host holds a script, 15 copies of the press release, XX Pharmaceuticals related promotional materials 15 copies.
7, responsible departments: Development Department, Marketing Department, Office
(2), the second phase of the operation (June 28 a - the end of June)
Corresponding activities: ceremony
1, time: June 28 (Tuesday) 10:00 am - 11:30 am
1, time: June 28 (Tuesday) 10:00 - 11:30 am 11:30 a.m.
2, location: a four-star hotel in the city
3, organizer: provincial and municipal Federation of Industry and Commerce
Description: the tenth anniversary of the company's headquarters in Chengdu celebrations can be used as a public relations activities at the provincial and municipal level, you can invite the relevant leaders of the province and the city, the head of the functional departments, experts and scholars, industry insiders, the media and financial journalists to participate. The main content of the event is not only the speeches of the relevant provincial and municipal leaders. The main content in addition to the relevant provincial and municipal leaders to speak, by Mr. Li around the "XX phenomenon" and the company's development of new trends, as well as the product marketing strategy to make a keynote speech, to achieve the purpose of the beginning of the clear meaning of communication and harmony.
3, celebration arrangements: celebration ceremony set guest speakers, company leaders speech, Q&A, a short cultural performance to cheer, cocktail and other content.
Specific reference can be made to the following schedule:
9:00 scene is set up
9:10 debugging sound
9:30 play music
9:40 staff and etiquette in place, check the work of the links
9:50 start to welcome the guests (signing in, receive business cards, issue gifts)
10:00 host announced the ceremony, the ceremony is the first time that the guests are invited to attend the ceremony. p> 10:00 host announced the beginning of the ceremony (the host of the opening remarks, the introduction of VIPs and the main celebration units, media units)
10:10 provincial and municipal leaders to speak
10:30 the company's leadership to speak (speech to be filed separately)
10:40 Q&A with journalists
11:10 cultural and artistic performances
11:30 to participate in the Cocktail party
4, press and publicity:
① Invite: 2 reporters from Sichuan TV, 2 reporters from CDTV-1, 1 reporter from Science and Technology Daily, 1 reporter from Chengdu Daily, 1 reporter from Huaxi Metropolis Newspaper, 1 reporter from Chengdu Business News, 1 reporter from Chengdu Evening News, 1 reporter from Manager Daily, 1 reporter from Chengdu Transportation People's Broadcasting Station.
② manuscripts and program arrangements: according to my company's press release, the TV station broadcast screen news reports highlighting the festive atmosphere; traffic station broadcast no less than 500 words of news, news 3 times; Science and Technology Daily, Chengdu Business News, West China Metropolis Daily, Chengdu Evening News the next day to see the newspaper news; Chengdu Daily and the manager of the Daily published a full-page image of the day to promote the article (see their own separate case).
③ publicity cost budget: not including full-page image publicity, the reporter red packet for 11 people, ***3300 yuan.
5, the celebration cost budget: it is appropriate to invite professional event organizers.
6, responsible departments: Development Department, Marketing Department, Office
(C), the third phase of the operation (early July - the end of July)
Corresponding activities: news and advertising in-depth promotion
1, time: early July - the end of July
1, time: early July - the end of July
1, time: early July - the end of July. End of July
2, content: choose a newspaper (Chengdu Daily) three stations (six wood flavor capsule and Shu Er Yin ads mainly put the provincial and municipal television channels, Chengdu traffic station) as the focus of publicity and advertising cooperation platform, to carry out in-depth interactive publicity activities, to reshape the core value of the company's brand, the start of the six wood flavor capsule and Shu Er Yin, the company's two fist products of the relevant publicity program, with sales follow-up. The company has also launched a publicity program for its two flagship products, the Six Flavors Mulberry Capsules and the Shuren.
(1), discuss the "XX phenomenon"
Cooperative media: Chengdu Daily, supplemented by the manager of the daily
Theme and main form: the party newspaper put forward the concept of "XX phenomenon", triggered and news form of the creation and development of XX, the development of XX, and the development of XX. Performance of XX's creation and development, philosophy and culture, success and ups and downs, R & D and innovation, production and sales, opportunities and challenges, response to the in-depth discussion, it is proposed to use the special day of the founding of the Party Day and the Party newspaper as a platform to plan a government officials, a well-known journalists and Li *** with the participation of the "clanging trio of talk" page (Chengdu Daily).
The main article arrangement:
Specific time and content with the newspapers to develop a detailed program after discussion
Cost budget: control within 100,000 yuan
(2), "Voice of XX"- "Six flavors of Mullein capsules" health advice hotline (20-30 minutes a day)
Cooperation media: Chengdu People's Broadcasting Station Traffic
Content: hire medical experts, manning the radio hotline, and constantly introduce the 1 corporate culture, service concepts and products, and gradually form an interactive relationship with consumers. Gradually form the effect of interaction with consumers. At the same time, in order to facilitate the future channel sales and product promotion, the enterprise internal also set up an expert hotline, and in the product description of the special mark, in order to facilitate consumers to understand the relevant medical health knowledge in a timely and smooth.
(D), the fourth phase of operation (early August - the end)
Corresponding activities: publicity and extension of the promotional period
Cooperation with the media: the cable station "News Live" or CDTV-5, "Chengdu Full Contact", "News", "News", "News", "News", "News", "News", "News", "News", "News", "News", "News" and "News". "Chengdu Full Contact" and other citizen's programs, supplemented by social news from West China Metropolis Daily, Chengdu Business News and Chengdu Evening News.
Implementation strategy:
1, the creation of "XX Teachers' Health Fund", to establish a high-end image; held a seminar on the industry, to determine the interests of the partners.
① In advance, through the media to collect 100 pairs / name of teachers or families in the community need to care.
② Organize XX Pharmaceuticals leadership staff representatives 20-100, uniformed, divided into a number of small teams, to carry out condolence activities, and formed into a family of affinity and mutual assistance, reflecting the corporate culture of XX Pharmaceuticals.
③ The company printed publicity brochures (mainly medical and health knowledge, enterprise product introduction, etc., requiring novel and unique content design), and distributed them in specific activities.
With the help of the timing, and the relevant provincial and municipal authorities, invite channel sellers, medical units, etc., to set up a special consumer-friendly public welfare organizations - "XX Teachers Health Foundation", that is, when the teacher consumer groups have urgent needs, hospitals, enterprises, social groups, and so on. When the demand, hospitals, enterprises, social related units have the obligation to collaborate, and in the interest of society and the public, which is conducive to future product sales and brand promotion.
2, "Six flavors of Muxiang capsule 2005 touched the father - large-scale essay campaign"
Description: Father's Day around the time of the XX Pharmaceuticals and Chengdu Evening News cooperation, for the community to carry out the "father story" of the essay. The father's story" of the essay activity, participation conditions are not limited.
Implementation strategy: A. In the Chengdu Evening News Citizen's Edition title for publicity;
B. Works mailed to the address of XX Pharmaceuticals address and mailbox;
C. Invite writers judges to the enterprise to participate in the evaluation of all the works;
D. The award site was set up in the company's address;
E. Enterprises, cultural celebrities, media and other linkages, in-depth business, to carry out the corresponding seminars, pen meetings, and other activities.
3, respect for the elderly - "back to spring Ruyi capsule clinic" activities
Media: Evening Newspaper
Activities: the company, Evening Newspaper and the Sichuan Provincial Committee of the old, Chengdu City, the Association of the Elderly *** with the initiation of the organization, can be carried out "health, health, health, health". Organization, can be "health is blessed" quality of life questionnaire survey, the establishment of the old association member information and "back to the spring Ruyi capsule clinic", "six flavors of Mucuna pruriens capsule" and other activities, in the promotional activities The free gift will be provided by the company or the active distributing pharmacy.
B. 80-year-olds can get a gift for the healthy elderly.
C. Seniors over 60 years old whose birthday is on the day of Chung Yeung Festival will receive a Lucky Senior Gift.
4, "XX voice" series of concerts
Description: August - the end of the year, you can consider using Chengdu's large-scale cultural brand "Weekend Concert" as a platform for cooperation. The feasibility of corporate publicity and promotion is large, easy to operate, the effect is obvious.
The concert series has the following specific content to choose from: red classics / folk classics / mainland pop, film and television classics / Hong Kong and Taiwan classics / foreign classics
These contents on the one hand, in order to explore the nostalgia of people's past life, on the other hand, combined with the review of XX Pharmaceuticals 10 years of history, in-depth excavation of the corporate cultural background and brand effect, to expand the social popularity of the company and its products. At the same time, the 2-month series of supporting activities and media publicity can penetrate into the hearts of consumers, which is conducive to long-term brand building.
Cooperation unit: Sichuan Jincheng Art Palace, Chengdu Business News
The implementation of the strategy:
A. Performance location: Sichuan Jincheng Art Palace (next to Tianfu Square)
B. The company participated in the way of title sponsorship by the Chengdu Business News throughout the planning and reporting.
C. The company will set up outdoor advertisements for 2 months at the performance location and do its own product image publicity by using the program list and stage background spray painting in each performance.
D. Hanging columns in the Chengdu Business Newspaper, the cycle of 2 months. And each show to do in-depth reports on corporate culture.
E. The company uses the performance site to do its own product display and promotion publicity.
F. Led by the Chengdu Business News, organized by the actors to visit the enterprise base, through the media news dissemination, the formation of a wide range of social impact and sensational effect.
Funding: 35,000 yuan per session
5. Responsible departments: Development Department, Marketing Department, Office