Located in xx city, xx Hotel is a four-star hotel, specializing in catering services. Xx Hotel is the first four-star hotel in xx City. The reason why I chose a medium-sized city like xx is that I took a fancy to the importance of the transportation hub of xx. Xx is the railway hub of China, which mainly transits the import and export goods of the northern countries. xx has developed tourism and dense population. So I choose to set up xx hotel in xx city. The company chooses to build in the winter heart area, mainly including government agencies, squares, exhibition halls, museums and so on. It is the central area of xx with high population density. However, as a start-up enterprise, xx Hotel is not well-known, and there are other five-star hotels and other hotels in xx with strong competitors. In order to gain a foothold in xx, the opening ceremony of passive hotel is the first shot of public relations, so we must seize this opportunity to improve the visibility and influence of xx hotel.
Second, the purpose and significance of the activity
I hope that through the opening ceremony of xx Hotel, people in xx City will know about xx Hotel, leave a good image in the hearts of people in xx City, and improve the visibility and reputation of xx Hotel.
Three. Theme of the event
1, xx Hotel-your dream home!
2. Give you the feeling of going home-XX Hotel
You and I will build a beautiful home together.
4. We will build your home.
5. Opening ceremony
Four. Procedures and plans for activities
earlier stage
1, signboard publicity (setting means 7, signboard):
(1) Location: Take xx Hotel as the center, and set up signs on the main roads within 2 kilometers to play a warning role and attract the attention of the public.
(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: At least 5 different copywriters are required, totaling 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: xx Hotel celebrates your birthday!
(2) Activity time: open day.
(3) Location: xx Hotel.
(4) Overview of activities: Each of the 30 citizens who celebrated their birthdays on the opening day of xx Hotel presented a private room, and he could invite relatives and friends to the private room for dinner and consumption, and all the expenses were finally paid by xx Hotel.
(5) Activity details and precautions:
(1) advertising campaign:
A. time: 10 days before opening.
B media: snowstorm (daily), deep cold (evening news),1February 3 1 day (high-end magazine), July satellite TV, and network July (the portal of xx).
C. Layout: 1/4 version
D, copy the content:
Title: xx Hotel celebrates your birthday! The first paragraph of the text: introduction of xx Hotel, and the second paragraph of the text: introduction of your birthday activities-xx Hotel will officially open on xx, XX, xxxx. To celebrate the opening of xx Hotel, xx Hotel will hold a birthday party for you and give away 30 private rooms for free.
Registration conditions: anyone who has a birthday on the same day and has a permanent residence in xx can register.
Registration date: from now until xx, from 8 am to 6 pm every day.
Registration limit: limited to 30 people, first come, first served;
Registration place: lobby office on the first floor of xx Hotel
Instructions for registration: register in person with my ID card and the original household registration book; 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; The right to interpret this activity belongs to xx 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: With the newspaper advertisement of the day and my ID card (or household registration book to prevent false ID card), you can make a reservation and register in person at Dream xx Hotel.
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, distribute 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 was presented at the event and a birthday cake cutting ceremony was held.
② On the opening day:
A) Take photos as a souvenir: All guests with Amanome should take photos with the management representative of xx Hotel (if the photos need to be used in a certain range, such as xx Hotel, they should sign an agreement on the use of portrait rights).
B) Hold a ceremony for selecting pricing personnel at xx Hotel. 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 xx Hotel to participate in the activities of evaluating vegetable prices on xx day (Sunday).
③ Soft text:
In order to cooperate with this activity, we try to publish soft articles in food editions such as xx Daily, with the opening ceremony as the theme, and achieve the purpose of promoting xx Hotel by reflecting the new spiritual civilization of xx catering industry.
3. Opening ceremony
Time: 200x x month x day
Venue: 10 inflatable arch,
Layout: Audio, folk band, prestige gongs and drums, etiquette lady, arch, hydrogen balloon, China watch, flower blue, salute and fireworks are set up on site, and red carpet is laid on the ground.
Process: At 8: 00 on the day of the celebration, both parties will make a final inspection and implementation of the plan.
1, at 9: 00, the band began to play the welcome song, and the hostess greeted the guests.
2. The secretary group receives guests and completes registration and souvenir distribution.
At 3.9: 58, majestic gongs and drums and dragon and lion dances began.
4. 10: 00, a phalanx of audience and guests is formed.
5. 10: 08, the hostess led the guests to the podium with cheerful music.
6. 10: 18, the host announced the official start of the celebration.
A, the person in charge of the hotel introduces the project and gives a welcome speech;
B. statements by guest representatives;
C. speeches by the main leaders of cities and counties.
D. The person in charge of the hotel announced its opening and invited all the guests to cut the ribbon.
At the same time, paintball 12 rounds were fired on both sides of the scene, salute sounded 36 times, 888 doves were released, and colored balloons 1000 were fired.
The opening activities ended here, and the secretary team led the guests to the designated hotel for dinner.
4. A series of public relations activities after the opening (1)- Theme: xx Hotel, please set the price of vegetables!
(1) Event date: a Sunday about 10 days after opening.
(2) Activity time: 8: 00 am-10: 00 am.
(3) Location: xx 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 are randomly selected every day (provided that the guests are voluntary and free) as the pricing.
(7) Activity preview: On the third day after the opening, an activity advertisement of xx Hotel will be sent for 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 their signatures are required to show that they have received the salary paid by xx Hotel.
(9) The name of the dish that needs to determine the price of vegetables: selected by xx 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 event, 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, it will release the event notice of xx Hotel asking you to comment on the chef.
5. Series of public relations activities after opening (II)-Theme: Please rate the chefs of xx 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 xx Hotel and listed the working standards of waiters in xx Hotel.
6. A series of public relations activities after the opening (III)-Theme: Please evaluate the service of xx Hotel!
(1) Activity start date: the second or third day after the chef's activity, and the first day after the announcement of the activity.
(2) Selection method: A Every day, five customers are asked to fill in the service personnel scoring table when paying the bill, and the waiters who provide services for them are scored according to the working standards of xx hotel waiters, and the daily scoring tables are added to form the total score of each waiter, thus ranking. B Pay attention to the balance of each waiter's scoring times, and keep it roughly the same. Give the grading customer a beautiful gift. D. Activity promotion: in the lobby and surrounding areas, the related publicity slogan banner E and photos of the selection process will be published in the newspaper on the second or third day after the selection; At the same time, the newspaper published a notice of xx hotel service activities.
7. Series of public relations activities after opening (IV)-Theme: Delineating green vegetable fields.
(1) Activity mode: After opening 10, start looking for nearby farmers, find some ideal ones, sign a green vegetable supply contract with them and take some photos, and then show these photos in a suitable place in the lobby of xx 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; Inform the public that xx Hotel uses green vegetables.
Verb (abbreviation of verb) organizational structure of project management
1, pre-publicity work
Publicity Committee -8 persons
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Management Manager -2 people (one-on-one)
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There are 5 people in the Propaganda Department and 8 people in the General Department.
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There are 3 people in the finance department, 5 people in the engineering department, 3 people in the marketing department, 3 people in the property management department and 4 people in the material supply department.
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Audit bureau 5 people
2. Advertising planning
Advertising Planning Committee -5 people
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There is 1 advertising organizer.
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Propaganda department 2 people
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3 people in finance department
3. Opening Ceremony of 3.xx Hotel
Opening Project Committee -5 people
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Organizer of the opening ceremony: 1 person.
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Master of ceremonies 2 people
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There are 3 people in the Finance Department, 0/5 people in the Material Supply Department/KLOC, 20 people in the Security Department and 20 people in the Etiquette Department.
3.xx Hotel, please set the price of vegetables.
Project Committee: 10 people
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2 managers
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5 people in the general department
4. Please rate the chef of xx Hotel.
Project Committee: 10 people
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2 managers
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5 people in the general department
Please evaluate the service of xx Hotel.
Project Committee: 10 people
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2 managers
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5 people in the general department
6. Designate green vegetable activities
Project Committee: 10 people
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2 managers
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5 people in the general department
Process table of intransitive verbs
serial number
time
content
represent
participant
Goods and materials
fund
comment
Opening ceremony of xx hotel
XX- 1- 1
Opening ceremony of xx hotel
Zhang (surname)
nautical/sea mile
Local designated factory department allocation
About 65438+ ten thousand
Xx hotel, please set the price of vegetables.
XX- 1- 1 to XX- 1-20
Xx hotel, please set the price of vegetables.
Zhang (surname)
nautical/sea mile
Local designated factory department allocation
About 80 thousand
Please evaluate the chef of xx Hotel.
XX- 1-25 to XX-2- 15
Please evaluate the chef of xx Hotel.
Zhang (surname)
nautical/sea mile
Local designated factory department allocation
About 80 thousand
Please evaluate the service of xx Hotel.
XX- 1-30 to XX-2-20
Please evaluate the service of xx Hotel.
Zhang (surname)
nautical/sea mile
Local designated factory department allocation
About 70 thousand
Designated green vegetable field activities
XX- 1-30 to XX-2-25
Designated green vegetable field activities
Zhang (surname)
nautical/sea mile
Local designated factory department allocation
About 50 thousand
Seven. Budget (unit: ten thousand yuan)
1, audio 800 yuan (professional performance audio, 4 sets, power above 6 kW)
2, brass band 3500 yuan (18 people)
3, prestige gongs and drums 6000 yuan
4. Miss Etiquette 120 yuan/person;
5. Arch 180 yuan/piece/day;
6, hydrogen balloon 500 yuan/only/day;
7. The column of the table is 200 yuan/only/day;
8. Hualan 180 yuan/only (3 high-grade); 150 yuan/piece (3-storey mid-range);
120 yuan/piece (2-storey mid-range); 100 Yuan/piece (common for 2 floors)
9. Salute 200 yuan/Door
10, 5 yuan/Yu, dove of peace
1 1, balloon 3 yuan/only.
12, red carpet 8 yuan/Fang (brand new/disposable)
13, set the stage 15 yuan/square.
14, ribbon-cutting supplies 400 yuan/time.
15, bunting 7 yuan/surface (40x60 screen printing)
16, draw the background 10 yuan/Fang (line 360)
17, green bonsai and flowers 1500 yuan/time (including both sides of VIP channel and stage, etc. )
18, dragon and lion dance XX yuan/time.
19, stars flying in the sky 1800 yuan (8m/ pair)
20. MC 400 yuan/time (transparent plexiglass, decorated with flowers)
2 1, fireworks 15000 yuan (15 minutes)
22. Signboard 50 yuan/Block
23. Banner 80 yuan/strip (10m)
24. Rear background windshield 3 yuan/square.
Note: The background, arches, banners and pictures are provided by the organizer.
Eight, effect prediction
1, through the publicity of the early signs, let the public have a preliminary understanding of xx Hotel.
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 there are excellent chefs in xx Hotel through the activity of "judging chefs".
5. Let customers know the excellent service of xx Hotel through the "service evaluation" activity.
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 xx Hotel as a green hotel is formed in the public mind.