I. Purpose and significance:
The tenth anniversary is a milestone in the development of an enterprise, and it is timely to review history and look forward to the future. Moreover, it is a rare opportunity to take this opportunity to enhance corporate visibility and vigorously build corporate and brand image. With the help of the activity platform, publicize that General Manager xx won the "China mba Hero" and shape the commander-in-chief style and leadership charm of the company's management; Promote the emotional communication between the company and the target members of the club, lay the foundation for the upcoming establishment of the club, and be of great benefit to the spread and promotion of the club; Collect popularity and customer resources for xx Modern City in order to open the market smoothly; Golf is a healthy and fashionable sport, which has always been highly respected by high-end people. Holding golf competitions can fully demonstrate the extraordinary taste of xx company and xx city.
Second, the theme and slogan:
Main slogan: gathering modern business heroes online-the slogan adopted echoes the theme of xx's modern city promotion, highlights the distinguished position of the participants in the modern business world, and shows that this is an elite gathering.
Reference slogan: 1, the concentrated source of business heroes
2. Remodeling modern commercial civilization
Three. Time: July 25th, 200x (to be determined);
Venue: xx Golf Course of xx Hotel (press conference and meeting place)
Four. Target and scale of activities:
The main target of this activity is high-level figures who are outstanding in xx business circles and customers who have spending power and purchasing power. In order to give play to the role of media and oral communication, a certain number of journalists and the project owners developed by the original xx company (such as xx Bay, xx Garden, xx, etc.). ) have been invited.
1, xx business leaders (number)
2. Expected major customers (number)
3. Owners of 3.xx Bay (quantity)
4, news media reporters (number)
5. Employees of 5.xx Company (number)
6. Agency staff (number)
Total: How many people?
Verb (abbreviation for verb) Organization and content of activities:
The activity arrangement is roughly divided into three parts: morning press conference, afternoon golf match and evening banquet. Various forms. Rich in content.
1. In order to improve authority and expand influence, it is suggested that the golf tournament in this activity be hosted by xx Entrepreneurs Association and undertaken by xx Company.
2. This activity is aimed at xx enterprise leaders, intended customers, owners, news media friends, developers' staff and employees of agency companies.
3. The activities are held in three forms: press conference, outdoor golf competition and friendship banquet:
A. Press conference: the leaders of xx Entrepreneurs Association are invited to speak, and the representatives of developers review the achievements of the enterprise in the past ten years and introduce xx projects and xx clubs. It is suggested to invite an authoritative person with experience in establishing famous clubs in Guangdong or a celebrity belonging to a club to talk about the club.
B. Golf events: Golf has a strong commercial nature and gentlemanly temperament, which can perfectly interpret the extraordinary quality of this activity object. In the fierce swing competition, participants deepen friendship, promote communication and enjoy the charming scenery of xx Mountain. Anyone who is interested in golf, especially interested big customers, can sign up for the competition, which is intended to pave the way for the establishment of the club and the sales of the project.
C. Friendship Banquet: The purpose of the banquet is to bring emotional distance closer in a relaxed atmosphere. At the banquet, business leaders will award prizes for the contest and recommend xx projects. Members of entrepreneurs' associations, media reporters and other participants exchanged freely at the meeting.
4. The general process of the activity is as follows:
Attendees attend (xx Hotel) → press conference (speeches by leaders of xx Entrepreneur Association, speeches by developers' representatives, project recommendation, Guangdong Guest Club and xx Hotel) → noon work and rest (xx Hotel) → golf competition (xx Golf Course) → friendship banquet (leaders' concluding speech, banquet party, awards interspersed in the above activities, project recommendation, xx Hotel) → The whole day's activities are over.
Organization channels of intransitive verbs:
Xx Entrepreneurs Association sent a letter calling on its members to participate in this activity. In addition, other methods are added.
1. In the name of xx Entrepreneurs Association, the concept construction book and invitation letter of this project will be distributed to the association members and media reporters by direct mail.
2. The developer invites his business friends and customers in xx Bay by letter or telephone.
Seven, publicity methods:
This activity mainly selects xx, a famous magazine in the real estate industry, and xx Morning Post, the newspaper with the largest circulation and the greatest influence in xx, and effectively promotes it in combination with the live promotion of TV programs.
1, pre-conference publicity:
A, "xx" published a preview of the event, introducing xx Company and xxx Club, the general manager of the company's "China mba Hero", with a focus on xxx Modern City.
B, combined with the project image publicity, xx Morning Post published a notice in the back edition, which introduced xxx General Manager and xxx Modern City with pictures and texts.
C. distribute sales brochures and invitations by direct mail.
2. On-site promotion:
A. Press conference: state the performance and show the strength of the enterprise; Guangdong guests mobilized participants to join in the fun. The venue layout is festive, solemn and magnificent, which is combined with the cultural background of the enterprise. Business leaders introduce projects and clubs.
B. Golf Competition: The golf course passes through the arch, and the publicity materials of the project and the club are hung. Shuang Ye's advertisements emphasize delivery, few but fine, avoid usurping the role of the host, and highlight the elegant and serious leisure atmosphere;
C. Friendship Banquet: distributing publicity materials related to the project and the club. On-the-spot publicity creates a festive and lively atmosphere, which symbolizes the glory and thriving achievements of the enterprise for ten years and indicates the smooth success of the activity.
3. Post-event publicity:
A, "xx" reported the activities and announced the winners.
B. The full-page article on the back page of xx Morning Post, combined with photo reporting activities, published a list and introduced the modern city of xx.
D, xxx Golf Club will conduct TV programs to guide the audience to pay attention to xxx Modern City.
Eight, material preparation
Project content requirements and description, completion time, notes of the person in charge of implementation and tracking.
1 invitation letter to press conference
Arches, banners, backgrounds etc. Be arranged in the venue.
2 golf shuttle buses
The site is decorated with arches and Shuang Ye Yilabao.
Prizes, medals and certificates
Tea and cakes
3. The venue layout background and banners of the fraternity.
4 Folding of other materials
Poster; playbill
Loushu
Club information
(The specific operation time and quantity depend on the situation)
Nine. cost budgeting
Project Content Unit Price Quantity Amount Remarks
1 invitation letter to press conference
Guo Da hotel meeting room
Reporter invitation
Site layout
Media advertising release
Golf course leasing
award
Flights (or buses, trains) between the two places
Site layout
3 Social Club Banquet Hall of Guo Da Hotel
Site layout
4 Folding of other materials
Loushu
Club information
Poster; playbill
Total:-
(The specific amount depends on the implementation of the operation)
X. effect evaluation:
1, press conference is a powerful means of news copywriting, which can reflect appeal and authority, easily create momentum and attract attention, and rely on this platform to make friends with the media and cultivate a good public opinion environment for enterprise development and project start-up.
2. Golf tournaments are fashionable and elegant, and it is more interesting to adopt the form of competition. I believe many people are willing to participate. The purpose of this competition is to serve the club members. Participants can experience the aristocratic style and excellent activity organization ability of the club.
3. The atmosphere of the fraternity is relaxed and pleasant, which is the easiest to cultivate friendship and tap customers, further deepening the effect of the previous two activities.
In the final analysis, the task of this activity is to establish a good image of the project and attract potential customers, so as to achieve the purpose of promoting xxx modern city. And this activity is in the primary stage of marketing promotion. "A good beginning is half done", so we must work together to make it go smoothly.