Public Relations Planning Book-Opening Ceremony of Mengyuan Hotel Background of public relations planning activities Mengyuan Hotel is a four-star hotel operated by Mengyuan Group in Siping. Mengyuan Group is a catering service enterprise, whose main economic activities are in major cities in North China, East China, Central China, South China and Southeast China, and there are also many hotels in Shenyang, Changsha and Harbin in the northeast. Siping Mengyuan Hotel is the first hotel opened by Mengyuan Group in Siping and the first four-star hotel in Siping. For a medium-sized city like Siping, Mengyuan Group takes a fancy to the importance of Siping transportation hub; Furthermore, the policy of revitalizing the old industrial base in Northeast China indicates the revival of Northeast China, so Mengyuan Group wants to seize the Northeast market based on several large and medium-sized cities. As a new enterprise in Siping, its popularity is not very high. Siping also has some well-known competitors, such as Siping Hotel, Jiping Hotel and Lihao Hotel. Therefore, if you want to gain a foothold in Siping, the opening ceremony is the first shot of public relations, so you must seize this opportunity. The overall theme of the activity

1, Dream Garden-your dream home!

2. Give you the feeling of going home-Dream Garden Hotel

You and I will build a beautiful home.

Your home will be built by us. Objectives Through this activity, people in Siping learned about the Dream Garden and had a perceptual knowledge of it. Activity plan

5. The early stage refers to

6, brand promotion (set refers to 7, brand):

(1) Location: centering on Dream Garden Hotel, within 2 kilometers of the main road.

(2) Setting form: reapply for construction; If not, rent the existing suitable outdoor media located on both sides of the road (such as advertising space in bus shelters).

(3) Quantity: each copy needs at least 5 copies, and * * * needs at least 10.

(4) Size and height: According to the actual situation, the text should be as large as possible and eye-catching.

(5) Design requirements: The standard logo and standard font of Dream Garden Hotel are required.

(6) Time requirement: set to 10 days before opening.

(7) Purpose: to raise awareness, arouse curiosity and establish a certain reputation;

2. Planning scheme for opening public relations activities

Theme: enchanted gardens Hotel celebrates your birthday!

(2) Activity time: open day.

(3) Location: Mengyuan Hotel.

(4) Overview of activities: Give each of the 30 citizens who celebrated their birthdays on the opening day of Mengyuan Hotel a private room. He can invite relatives and friends to a private room for dinner and consumption, and all expenses will be paid by Mengyuan Hotel.

(5) Activity details and precautions:

1) Advertise the event:

A. time: 10 days before opening.

B. Media: Siping Daily and New Culture News.

C. Layout: 1/4 version

D, copy the content:

Title: enchanted gardens Hotel celebrates your birthday!

The first paragraph of the text: Introduction of Mengyuan Hotel.

The second paragraph: Introduction of your birthday activities-Dream Garden Hotel will officially open on XX. To celebrate the opening of Mengyuan Hotel, Mengyuan Hotel will hold a birthday party for you and give away 30 private rooms for free.

Requirements: Anyone who has a birthday and a permanent residence in Siping can sign up for the event.

Registration date: from now until XX, from 8 am to 6 pm every day.

Quota limit: limited to 30 people, first come, first served, while the quota is full;

Venue: lobby office on the first floor of Mengyuan Hotel

Note: By

Original ID card and household registration book, and registered in person; Minors must be accompanied by guardians; The old and infirm must be accompanied.

Other precautions: you must dress neatly when entering, otherwise the organizer has the right to refuse to enter; All the interpretation rights of this activity belong to Mengyuan Hotel.

2) Sign up for a room reservation first.

Registration time: the day after the advertisement is released to the day before the opening.

Instructions for registration: book in Mengyuan Hotel in advance with the newspaper advertisement of the day and my ID card (or household registration book to prevent false ID card).

Other registration conditions: all minors should be accompanied by their guardians; The elderly and infirm should be accompanied by their relatives; Dress neatly when eating, otherwise you have the right to refuse to sit down.

Menu restriction: select the menu of the day in a limited category.

Number of dishes: set a rough upper limit, such as two dishes per person, so as to avoid waste.

Alcohol restriction: Choose from a limited list of one or more alcohols.

How to deal with the problem that you can't finish your food: You need to make a small punishment if you can't finish your food, just like doing it yourself, otherwise they will mess up.

If the number of applicants exceeds 30, it will be conducted on a first-come-first-served basis until the quota is full. In order to prevent chaos, we should queue up to prepare the number films, send them one by one, and handle them according to the number films, so that there will be no trouble.

Pay attention to advertisements: the right to interpret activities belongs to Mengyuan Hotel; A birthday cake will be presented and a birthday cake cutting ceremony will be held.

3) On the opening day:

A) Take photos as a souvenir: all guests with Amanome will take photos with the management representative of Dream Garden Hotel (if you need to use photos in a certain area, such as Dream Garden Hotel, you need to sign an agreement with them on the right to use portraits).

B) Hold a lottery ceremony to invite the pricing personnel of Dream Garden Hotel to hire the pricing personnel.

From the adult guests who attended on that day, 30 pricing agents were selected by drawing lots (that is, drawing lots immediately), and letters of appointment were issued, inviting them to come to Mengyuan Hotel to participate in the activities of evaluating vegetable prices on XX (Sunday).

4) Soft articles: In order to cooperate with this activity, try to publish soft articles in food editions such as Siping Daily, with the opening ceremony as the topic, and achieve the purpose of promoting Dream Garden Hotel by reflecting the new spiritual civilization of Siping catering industry.

3. A series of public relations activities after the opening.

(1)- Subject: Please set the vegetable price of Dream Garden Hotel!

(1) Event date: a Sunday about 10 days after opening.

(2) Activity time: 8: 00 am-10: 00 am.

(3) Location: Mengyuan Hotel

(4) Activity summary: Hire 30 pricing staff to collectively evaluate the prices of some dishes in several categories.

(5) Notarization of the event: You should contact the notary office 10 days before the opening and agree to notarize the event. The notarization result will be announced in a conspicuous position in the lobby.

(6) Pricing member selection:

Option 1: On the opening day, draw lots to select 30 guests who are willing to participate in the event;

Scheme 2: After the opening, three guests who come to spend money every day are randomly selected (provided that the guests are voluntary and free) as pricing officers.

(7) Activity preview: On the third day after the opening, an activity advertisement of Dream Garden Hotel will be sent, allowing you to set the price of vegetables.

(8) Reward of participants in vegetable price limit: X yuan per person, which will be paid in the form of red envelopes at the end of the activity, and they are required to sign to show that they have received the salary paid by Dream Garden Hotel.

(9) The name of the dish that needs to determine the price of vegetables: it is selected by Mengyuan Hotel.

(10) Determination method and process: remove the highest score and the lowest score and take the average score; Need to prepare relevant forms and stationery, and determine the specific process.

(1 1) Notarization: contact the notary office for support in advance. Notarization is carried out on the spot. Hang a notarized and stamped vegetable price tag after notarization.

(12) Post-event publicity: On the second or third day of the incident, an advertisement was published in the newspaper, with the content of announcing the result of vegetable price determination, thanking the notary office and the pricing officer, and inviting the public to supervise and inspect.

At the same time, the enchanted gardens Hotel will announce your comments on the chef's activities.

4. A series of public relations activities after opening.

(2)- Subject: Please rate the chefs of Dream Garden Hotel!

(1) activity start date: the day after the end of the vegetable price evaluation activity.

(2) Selection method: From the second day after the activity of fixing the price of vegetables, each chef randomly selects five dishes cooked by him every day, and asks the customers who enjoy this dish to rate various quality attributes of this dish, such as taste, color, fragrance and shape (please make a rating registration form first to facilitate the operation of the guests, and it is best to tick it), and ask the customers to sign it; Customers who participate in the grading will be given a beautiful souvenir each. Collect daily scores and accumulate the total score of each chef to rank.

(3) Activity promotion: In and around the lobby, relevant publicity slogans and banners should be displayed.

(4) The results and photos of the selection process can be published in the newspaper on the second or third day after the selection; At the same time, the newspaper published a preview of the service activities of Mengyuan Hotel and listed the working standards of the waiters in Mengyuan Hotel.

5. A series of public relations activities after opening.

(3)- Subject: Please comment on the service of Dream Garden Hotel!

(1) Activity start date: the second or third day after the chef's evaluation, and the first day after the announcement of the activity.

(2) Selection method:

1) Every day, five customers are asked to fill in the service personnel scoring table when paying the bill, and the waiters who provide services to them are scored according to the working standards of the waiters in Mengyuan Hotel, and the daily scoring table is accumulated together to form the total score of each waiter, thus ranking.

2) Pay attention to balance the number of times each waiter is scored and keep it roughly the same.

(3) Give the scoring customers exquisite gifts.

(4) Activity promotion: In and around the lobby, relevant publicity slogans and banners should be displayed.

(5) The results and photos of the selection process can be published in the newspaper on the second or third day after the selection; At the same time, the newspaper published a preview of the service activities of Mengyuan Hotel.

6. A series of public relations activities after opening.

(D)- Theme: Designate green vegetable fields.

(1) Activity mode: After opening 10, start to look for nearby farmers, find some ideal ones, sign green vegetable supply contracts with them, and take some photos. Then, show these photos in a suitable place in the lobby of Dream Circle Hotel, especially some photos with bug eyes.

(2) After the contract is completed, publish the signing of the contract with green vegetables and the meaning of green vegetables in the newspaper; Communicate to the public the message that Dream Garden Hotel uses green vegetables. Intransitive verb budget (unit: 10,000 yuan) After the opening of the project, the total other expenses of public relations will be signed to promote public relations.

(1) (2) (3) (4) expenses

Seven. Effect prediction

1. Let the public have a preliminary understanding of Dream Garden Hotel through the publicity of the early signs.

2, through the publicity of public relations, give the public a refreshing feeling and leave a deep impression on the public.

3. Through the activity of "fixing the price of vegetables", the public was deeply impressed by the reasonableness of the price of vegetables.

4. Let the public know that Mengyuan Hotel has excellent chefs through the activity of "judging chefs".

5. Through the "service evaluation" activity, customers can learn about the excellent service of Jiemengyuan Hotel.

6. Through the activity of "Green Vegetable Field", the concept of green diet is deeply rooted in people's hearts, and a good impression of Mengyuan Hotel as a green hotel is formed in the public mind.

SETTING: Jilin Normal University