Copywriting of corporate image publicity and planning
I. Background analysis
With the increasing popularity of corporate image propaganda films and enterprises joining the propaganda ranks, the situation that corporate image propaganda films blindly pursue novel forms of expression and beautiful pictures and assimilate fake, big and empty content is becoming more and more serious, which makes the target audience often focus on the unique cultural concept, overall style and strength achievements of enterprises.
why did this happen?
most enterprises have limited strength, so they have to avoid the real and attack the virtual, and advertise themselves circuitously.
Advertisers blindly pursue the effect of being unconventional.
what kind of promotional videos do powerful enterprises need?
according to the target audience, the promotional film that shows the prominent content, clear structure, reasonable plot and fashionable modernity, can effectively express its unique cultural concept, business strategy and strength achievements and show the thriving face of the enterprise, and reflects the unlimited development prospects of the enterprise is what the strength enterprise needs.
second, our advantages
wanma real estate group is a subsidiary of Zhejiang wanma group, a "national top 5 private enterprises", and has the second-class qualification of national real estate development. Its scale and strength can be said to be yes in the same industry in China.
Therefore, the pragmatic propaganda method that most corporate propaganda films try to avoid is the propaganda advantage of Wanma Real Estate Group.
Third, our starting point
Based on the above analysis, how to achieve it, how to show the prominent content, clear structure, reasonable plot and modern sense, how to accurately convey the essence of Wanma Group's long history, organizational structure, business strategy, management status, cultural concept and achievements, show the thriving face of the enterprise and reflect the unlimited prospects for its development should be our starting point and ultimate goal.
IV. Our strategy
(1) Clear plot ideas
In the plot arrangement, we will focus on the main line of "introduction-presentation-prospect", skillfully borrow the corporate slogan, corporate spirit and corporate objectives of the group company, and introduce the introduction, structure, history, business strategy, management status, corporate achievements, cultural concepts and talent team of the group company.
(2) Zhang Chi's moderate performance style
As we all know, film and television works are a comprehensive art composed of language, subtitles, pictures and music, and their performance style is determined by the specific plot content.
because the plot content of this feature film has a gentle mood in the agitation, it does not lose its grandeur in the stretch, expressing an atmosphere, broad mind and self-confidence from the enterprise itself. Therefore, in the production process, we will make the overall style of the finished enterprise feature film show a degree of Zhang Chi, and highlight a kind of incitement and appeal in the beauty.
(3) Stylish and modern expression techniques
1. Introduction part
Integrate the composition and meaning of the LOGO of Wanma Real Estate Group, first launch the LOGO and the font of Wanma Real Estate, and then use 3D technology to split the LOGO. The "dot" in the logo has become a rising sun in Ran Ran on the vast prairie, and a group of heroic horses are flying to meet it. Match it with exciting music and complete the natural transformation with the next part.
The subtitle is "Quality determines strength", which is not only the slogan of the enterprise, but also skillfully matches the identity of the opening subtitle. It implies that Wanma Real Estate pays attention to quality, strives for perfection and never stops its entrepreneurial spirit.
the narration is exquisite and elegant.
2. The "presentation" part
is transformed from the last part to this part, and it is unfolded at a slow pace. Considering the constraints of film length, we should try to downplay the development process of the enterprise, but focus on the business strategy, management status, enterprise achievements, cultural concepts and talent team of the enterprise. This article is completed by the enterprise's face and impressive performance with explanatory words and certificates, plus 3D animation and other technologies.
The displayed content is classified and explained by the subtitles:
"Enterprise brand, strength casting" enterprise profile.
"Deep-rooted and endless": it reflects the enterprise structure and the general situation of the project company, and highlights its nationalization.
"Sincerity is the foundation, quality is the foundation": introducing development projects to win awards and honors.
"Develop enterprises and repay society": it mainly reflects the emphasis on talents and corporate culture construction.
It is the spirit of Wanma's enterprise, and it is ingeniously matched with the displayed content. On the one hand, it implies that Wanma Group is open-minded, attaches great importance to absorbing advanced development concepts and management experience at home and abroad, and actively explores and innovates in various ways; On the other hand, we have established a reputation in good faith, attached great importance to uniting the subordinate enterprise entities, worked with one heart and one mind, and braved the wind and waves in the fierce market competition to forge ahead courageously.
The narration is exquisite and persuasive.
3. "Outlook" part
The picture of the galloping steed of the headquarters continuing to run towards the sun ends, strengthening the bearing and strength of the charge, echoing the connotation of the opening picture, raising the tone and further enhancing the corporate image of the group. To show the blueprint for enterprise development and a better tomorrow.
The subtitle "Dragon Horse Spirit, Create Brilliance" was launched, which is not only the goal of Wanma Enterprise, but also the "prospect" content at the end of the film.
The narration demands exquisite writing, atmosphere and self-confidence.
part ii: feature film copy.
(1) "Introduction" Part
Lens 1: Wanma Real Estate LOGO is launched from the background
Background music: majestic music starts/slows down gradually
Subtitle: (at the bottom of the screen)
Zhejiang Wanma Group Real Estate Development Co., Ltd.
Lens 2: Switch from the "dot" in the LOGO to the rising sun in Ran Ran on the vast prairie.
background music: (weak) symphony/continuous
dubbing: the sun has risen in the new century. At a new historical starting point, a new economic era is moving towards more openness and prosperity with its vigorous pace.
Running like a horse up the hill, not afraid of bumps; Go into the water like a dragon, fearless of dark waves; Soft and hard merger, light and dark swallowing. There is a bullying battle, and there is a myriad of charm. GAI, full of energy and keen intelligence, is on a roll. This is the spirit of dragon and horse. Subtitle: quality determines spirit
(2) "presentation" part
shot 3:
background music: (weak) symphony/continuity
dubbing: Zhejiang Wanma Group Real Estate Development Co., Ltd. is a subsidiary of Zhejiang Wanma Group, one of the top 5 private enterprises in China. It was established in 1995 and has the second-class qualification of national real estate development. The company has seven branches and subsidiaries, including Wanma Group Lin 'an Branch, Wanma Group (Maanshan) Development Co., Ltd., Maanshan Wanma Real Estate Development Co., Ltd., Wuhu Wanmalin Real Estate Development Co., Ltd., Xianju Wanma Real Estate Development Co., Ltd., Maanshan Wanma Machine Tool Manufacturing Co., Ltd. and Maanshan Wanma Jiada Property Management Co., Ltd. The company has more than 15 employees, 7% of whom have college education or above, and has a group of young and middle-aged professional and technical personnel with solid stationery and rich experience, including 1 professor-level senior engineer, 3 senior engineers, 1 senior economist, and more than 2 engineers, economists and accountants.
since its establishment, the company has introduced talents, strengthened management and shaped its brand in line with the enterprise spirit of "quality determines strength" and the development concept of "building a high-quality life". Always implement the principle of "winning by quality", draw lessons from advanced real estate development experience at home and abroad, pay attention to the unity of modern building technology and national traditional style, adhere to the idea of "people-oriented" in planning and design, adapt to the market demand with the spirit of "innovation and change", and devote ourselves to the development and construction of various boutique real estate. After 8 years' efforts, the business involves Hangzhou, Lin 'an, Maanshan, Wuhu, Xianju and other places. The company has developed more than 3, square meters of various properties, and has successively developed famous properties in Lin 'an such as Sunshine Garden, New Century Garden, Nanyuan Community and Jinnan New Materials. At present, projects such as Biyuan Resettlement Community, Ma 'anshan Biyuntian City Garden, Bixi Lijing, Bigui Mountain Villa, Wuhu Senhai City Garden and Xianju Splendid Pearl are being developed. At the same time, the company is reserving land for development in Shanghai, Jiangsu, Anhui and other cities in the province. It is estimated that after 23, the company will develop 2, square meters of new projects every year.
subtitle: "enterprise brand, strength is cast"
shot 4:
background music: (weak) symphony/continuity
dubbing:
subtitle: "deeply rooted and endless"
shot 5:
background music: (weak) symphony/continuity <
shot 6:
background music: (weak) symphony/continuous dubbing: "Ambition can be boundless, career can soar all over the world, but the feelings of mulberry and catalpa are always in mind." Wanma Real Estate has spread all over Hangzhou, Lin 'an, Xianju, Maanshan, Wuhu, Anhui, etc. Wherever real estate development is carried out, Wanma people are in line with public interests and try their best to help people out. Invested in Wanma Primary School in Lin 'an, and subsidized out-of-school teenagers and nursing homes in Maanshan. In Lin 'an, business seminars are actively held to promote the economic development of Lin 'an.
Subtitle "Develop the enterprise and repay the society"
(3) "Outlook" Part
Shot 7:
Background music:
Dubbing: Now Wanma's career is in full swing. Success can only be achieved from a brand-new starting line with a higher goal. Wanma people will continue to adhere to the development goal of "people-oriented, brand strategy", take "unity and pragmatism, development and innovation, and pursuit of Excellence" as the enterprise spirit, take a highly cohesive enterprise team, take "dragon horse spirit, create brilliance" as the lofty aspiration, and make unremitting pursuit to create a sky-blue, green land, clean water and beautiful home, with perfect functions and perfect functions. Integrity to create high-quality architectural products, in order to build a well-known domestic real estate brand and forge ahead bravely!