I. Introduction

Second, the celebration theme

Third, "Advertising"

Plan the expected goal

Fourth, the preparations for the celebration.

Verb (abbreviation of verb) setting of the opening ceremony

Intransitive verb cost budget and system

I. Introduction

This is a small case in my planning scheme. Recently, I have seen many novices discussing it. This small scheme is the best learning material for newcomers who have just entered the planning industry because it is simple and practical.

Second, the theme of the opening ceremony: building a five-star fitness club.

A good theme itself is a good advertisement, which plays a decisive role in the success of this activity. The ideal theme naming effect is to make consumers fully feel a kind of value concept advocated by the company from the theme (Himalayan advocates an exquisite life and leisure way to enjoy returning to nature), thus producing a convincing admiration, that is, achieving a justified effect. "Build a five-star fitness club." This theme can not only fully reflect the strength of the company from the side, but also fully reflect the value orientation of consumers and friends. Therefore, I think this theme just meets the requirements of this activity.

Third, the expected goal of the plan

The opening ceremony aims to quickly convey the opening information of xx Fitness Club, enhance the social reputation of xx Fitness Club and its appeal in the service and entertainment industry, reflect the leading position in the industry, and reflect the theme of our opening: "Building a five-star fitness club." The traditional promotion mode of the opening ceremony has formed a fixed mode and gradually flowed into the program. The three sets of promotion methods of discount+rebate+gift have been difficult to effectively attract target customers. Merchants often invest a lot of manpower, material resources and financial resources, but consumers don't buy it at all, and the ideal advertising effect can't be achieved. In order to achieve a sensational and super-popular effect, this opening ceremony promotion must boldly adopt a brand-new opening atmosphere and a unique integrated marketing model to guide the latest wave of Shunde's service and entertainment industry marketing.

The expected objectives of the activity are as follows:

The information about the opening of 1.xx fitness club has been widely disseminated, and more target consumer groups have participated in this activity.

2. Deepen the impression of xx Fitness Club in the hearts of target consumers.

3. No matter from pre-planning or post-implementation, we strive to achieve an unprecedented sensational effect.

4. Create a situation where all peers come from behind and become a dark horse among peers.

5. Enhance the self-confidence of internal staff.

Fourth, the preparations for the event.

(A) pre-opening advertising

In order to inform the general public of the good news of the opening of xx Fitness Club, we will take this opportunity to spread the culture of xx Fitness Club and lay a good foundation for the opening of the new store.

1, Zhujiang Business Daily or Shunde Daily (depending on the actual situation)

Release content: the opening information of a. xx fitness club. B. information on open day activities.

Corporate culture information of C.xx fitness club. D. Information about the participation mode of the lottery and the distribution of gifts.

Function: Publish holiday advertisements, create the atmosphere of the opening ceremony, and play a leading role in the passenger flow and public attention during the opening period.

Release Specification: Version 1/6

Release date: Monday, May 25th, Saturday, May 30th, 2006.

Release media: Zhujiang Business Daily

2. Exquisite picture books (5000 copies) and the delivery of opening souvenirs (VIP customers send a professional yoga mat, etc.). )

Release content: A, new store layout features B, corporate culture promotion C, featured service promotion.

Function: With the opening opportunity, design unified VI for brand communication.

The necessary information for the opening of xx Fitness Club will definitely be the main business source of the company. Such customers must be protected, and these customers will be locked in the form of clubs or VIP cards, which will of course provide the basis for the continuous flow of natural passengers. Therefore, it is necessary to have a complete publicity plan to spread corporate culture systematically. In this regard, it is best to choose beautiful picture books and distribute them during the opening period, with just the right atmosphere and no affectation.

Distribution method: put it in the opening ceremony gift package, one for each guest;

3. Urban outdoor advertising.

Release content: a, there is the opening information of xx fitness club. B, the image that can accurately express the corporate purpose of xx Fitness Club.

Function: With vivid advertising pictures, announce the festive atmosphere of the opening of Daejeon xx Fitness Club and spread the brand. The advertisement highlights the momentum of xx Fitness Club and the demeanor of "industry leader". Outdoor street sign advertisements must be in the central square of the municipal government or the main section of the national highway. Don't be stingy, and give priority to big advertisements and heroism.

Release date: May 20, 2006-May 25, 2007

4. Distribute colorful leaflets and newspapers.

Release contents: A, new store decoration B, layout features C, service features D, relevant preferential policies for joining during the opening period E, and relevant methods for participating in the opening lottery (prizes can be given appropriate preferential membership fees, and grand prizes can be exempted from one-year membership fees to arouse participants' interest).

Function: the newspaper covers a wide range and the target customers are clear. If there is a stunt, it will inevitably attract public attention and be willing to participate in the activities held when the new store opens, so as to achieve the publicity effect.

Entrained media: Zhujiang Business Daily

Number of publications: 50,000 copies

Release date: May 20, 2006-June 25, 2006

5, Shunde or Foshan TV station coal launch (only a week before the opening of the appropriate launch, after all, TV advertising costs are high, but the effect is not necessarily very gratifying)

Release content: a, there is the opening information of xx Fitness Club B, and the preferential way to join within one week after opening.

Function: TV advertising has the characteristics of fast dissemination of information and wide coverage. In order to fully create a sensational atmosphere in the industry when opening, it needs to be played repeatedly the night before opening. It depends on the situation after opening to decide whether it is necessary to do this advertisement.

(B) the focus of advertising in the late opening period

The advertising operation strategy after opening cannot create a vigorous atmosphere as before. At this time, we should pay more attention to focusing effective advertising resources on key target consumers. Carry out more public relations activities in places where target consumption is concentrated.

For example, in the first scheme, the Bell Tower Park in the urban design center, some dance lovers spontaneously gather here every night, and major businesses often hold promotional activities here, so it has become the most popular area in Shunde. If we can make rational use of the resources of the clubhouse and carry out some activities here at an appropriate time, the publicity effect will definitely get twice the result with half the effort.

How to operate: Some teachers sent by the club will teach the public some basic fitness movements for free, and they can also organize interested members to perform here for a short time.

Function: As a public relations activity, it can make full use of people's interest in fitness and make them consciously participate in the activity, which is conducive to improving the visibility and reputation of xx fitness club. (The key is low operating cost, and good operation will definitely get twice the result with half the effort. )

(5) Open Day activities

1, ribbon-cutting ceremony

(Basic contents: lion awakening-leader's speech-ribbon cutting-various professional performances such as fitness gymnastics-participants' lucky draw-banquet for some distinguished guests (at the same time as the lucky draw))

Celebrations:

The opening ceremony is tentatively scheduled for the morning of June 6th, 2006 1 1 in xx Fitness Club Square. (If there is no suitable venue, the company can rent other squares or hotels.)

—— At 9: 30, the music at the venue was loud, the colorful flags were fluttering, the welcoming guests, the military band, the lion dance team and the hostess were in place, and the staff were ready for work;

Caption: The lion is the strength of many animals, and the army is the hope of the people. Both are symbols of strength and momentum. Xx Fitness Club will not only become a leading enterprise in Shunde, but also become a national famous brand in the near future. Therefore, whenever and wherever you are, you should appear in front of the public with a domineering image.)

-10:10 company leaders and guests entered the venue one after another. The waitress signed in the guests, put on flowers and led them to their seats. Etiquette ladies are waiting at the entrance to prepare for leading the dance.

-10: 55 Celebration master (invited host of Shunde TV Station) announced that the celebration was about to begin. Please take your seats, leaders, guests and all those who participated in the celebration.

-1 1: 00 The celebration officially started, and the ceremony master recited the opening remarks of the master of ceremonies;

-The master of ceremonies read out the list of the main guests attending the celebration;

-Celebration emcee announces: The opening ceremony of xx Fitness Club begins! (10 second);

-Celebration emcee invited the military band to play a song;

-The Celebration Master invited the Dragon Dance Team to perform;

-The master of ceremonies invited the Lion Awakening Team to perform;

-Celebrator announced: Go ahead; (company leader);

-Celebrator announced: Go ahead; (VIP)；

-The ceremony master presided over the ribbon-cutting ceremony, and the hostess led the company leaders and guests to their positions;

-Celebration MC invited the leaders of xx Fitness Club to preside over the tailoring ceremony.

-XX Fitness Club leaders announced the opening of XX Fitness Club! (Leaders and guests cut the ribbon! )

-At the moment when the ribbon was cut, the music was loud, fireworks were flying all over the sky, dragons and lions danced, and the celebration reached its climax;

-Various colorful performances, such as aerobics or Latin dance.

-Celebration emcee announced: Banquet for distinguished guests!

-other participants draw a lottery on the spot (the winner's admission fee can be discounted, which is actually the key point)

-in the song, MC concluded:

The celebration is over.

2, the celebration atmosphere layout

(1) Atmosphere layout of the main road section where the clubhouse is located

1, 8 helicopter power balls.

2. Insert knife flags along the main road section where the clubhouse is located (with the approval of relevant government departments) to create a festive atmosphere of two points;

(B) Venue atmosphere layout

1, there are 8 straight balloons on the site;

2. The theme slogan "xx Fitness Club Opening Ceremony" is hung above the front door of the main venue; A semi-circular flower ball with a diameter of 1.5 meters is hung directly above the entrance to decorate the atmosphere of the venue;

3. Place congratulatory flower baskets around the gate, 8 on each side;

4. Hang the national flag in a suitable venue to add a strong festive atmosphere;

5. Pre-place 10 flower stands in front of the ribbon-cutting venue to prepare guests to cut the ribbon and beautify the venue;

6. Leave a 5-meter space in front of the ribbon-cutting flower stand to prepare the lion dance team and the military band to perform before the meeting and at the end of the celebration climax;

7. Arrange several rows of seats neatly in front of the clearing, and prepare to invite the distinguished guests to sit down;

8. There is a big welcome card on the left side of the gate, which reads "Warmly welcome leaders and guests to xx Fitness Club for guidance!" Large greeting cards are arranged along the entrance road of the underground parking lot, which reads "Congratulations on the opening of xx Fitness Club" and warmly welcome guests.

9. Next to the welcome sign, there is a row of sign-in tables paved with red cloth and decorated with flowers, which are ready for etiquette ladies to accept guests' sign-in and wear flowers for them.

(III) Slogans and slogans of this activity

1, warmly celebrate the opening of xx Fitness Club!

2. Warmly welcome leaders, guests and friends at all levels to visit and guide!

3. Create a five-star distinguished, comfortable and healthy club.

VI. Cost Budget and System (omitted)