Media promotion plan
Part 1: Mainstream media promotion plan
First, the purpose of the activity
This year marks the XX anniversary of the restoration of the lawyer system in China. In order to better promote the development of the lawyer industry in our city, promote the construction of lawyer culture, and publicize the advanced model of the lawyer industry, Daqing Lawyers Association and Daqing TV Station and Daqing Evening News jointly carried out the 30th anniversary of the restoration of the lawyer system. activity.
Second, the propaganda media
Daqing TV Station, Daqing Radio Station, Daqing Evening News.
Third, the way of propaganda
Daqing TV Station
1. Lawyer's representative or leader, guest room of the "Citizen's Chamber of Defence". Reviewing the history of the restoration and reconstruction of the lawyer system and showing the fruitful results of the development of the Daqing lawyer industry in the past 30 years.
2. Lawyers' representatives reviewed the history of the entrepreneurship, development and growth of lawyers in the city in XX in the form of on-site interviews.
3. Produce a special feature of the TV program to reproduce the development history and brilliant achievements of Daqing Lawyer.
Daqing Radio Station
1. Conduct an exclusive interview with the company to show Daqing Lawyers 30 from different angles and different aspects.
The brilliant achievements of the year.
Daqing Evening News
1. In the important layout, through outstanding reporting, series of reports, comprehensive system to publicize the achievements of Daqing lawyers in the past 30 years.
2. Each lawyer assisted in a legal case and continuously reported on the handling of lawyers' legal cases.
Heilongjiang Lawyer Magazine
1. The special report on the celebration was published in the magazine Heilongjiang Lawyer.
"Chinese Lawyers"
1. The special report on the celebration was published in the magazine "Chinese Lawyers".
Third, the propaganda work committee
Chapter 2: Health Care Media Media Promotion Plan
§1. Customer analysis
Laoshan Pharmaceutical → Products → Product Main Customer Group
Nanjing Radio and Television News→Service→Media Main Customer Group
Laoshan Pharmaceutical is in line with the Nanjing Radio and Television News!
§ 2. Target analysis
Laoshan's corporate background: Nanjing Laoshan Pharmaceutical Factory, founded in March 1971
Customer Cognition: Strength, Quality Assurance
Laoshan's superior products: Nanjing native, national standard bee products
Customer Cognition: Nanjing's own high quality bee products
Laoshan's product features: middle-aged and elderly medicines, health products
Customer Cognition: Nanjing middle-aged and elderly people keep medicines and health products
Laoshan's current location: the brand is solid, but the brand image is not clear
Customer Cognition: Laoshan is an old, stable and experienced old Chinese medicine practitioner in Nanjing.
The target location of Laoshan:
1. Laoshan's bee products are Nanjing's own bee products;
2. Laoshan Pharmaceutical's products are regular medicines and health products for middle-aged and elderly people in Nanjing;
3. Laoshan is an awkward, steady and experienced old Chinese medicine practitioner in the minds of Nanjing people;
Laoshan can bring health to middle-aged and elderly people in Nanjing
How to get to the target location: see the promotion / event plan
Whether to reach the target location: see the effect evaluation
§ 3. Promotion/activity plan
First, let Laoshan's bee products become Nanjing's own high-quality bee products
Strengthening Laoshan bee products is the promotion of local high quality bee products
1. Laoshan made a news report on the royal jelly national standard
Reporting time: The government announced the honey national standard period Reporting layout: half version
Layout location: Vision Weekly - Focus on the overall cost: * million
Brief introduction of news and propaganda: a series of news reports on Laoshan's national standard from the perspective of news, and let the information spread in the form of news, so that the Nanjing people will have quality trust in Laoshan bee products. For example, the subject of news reports can be “seeing the establishment of national standards for enterprises – the national standard for the introduction of honey in Nanjing Laoshan Pharmaceutical”
2. Conducting bee product raw materials and quality promotion during the prosperous season of bee products
Promotion time: July 7th, 20XX - December 31, 20XX Advertising layout: half version
Total layout: 8 version Overall cost: ** million
Introduction to advertising: In the prosperous season of bee products, through the image promotion of soft texts, to create the quality image and local image of Laoshan bee products. When other manufacturers are fighting the price promotion war, Laoshan jumps out of it and specializes in quality promotion, but the price remains unchanged, winning with high quality and low price. At the same time, with the help of Nanjing citizens on the local brand's goodwill and recognition, as well as the quality of Laoshan products themselves, the marketing of products. For example, the theme of the promotion can be “Laoshan Honey, and better understand the health of Nanjing people”.
Do some charity activities to benefit the citizens of Nanjing
1. Bee product community free tasting
Activity form: enter the community to carry out bee product display Activity time: follow the newspaper into the community time
Brief introduction of the event: From time to time, follow the radio and television card activities of the Nanjing Radio and Television News, enter the community to hold the bee product display in the name of the free bee product tasting. On-site shopping activities with a discounted price of 5 yuan, 10 yuan, 20 yuan at the market price will be set on the spot. On-site setting of 1-2 old customers who used the products of Laoshan and praised Laoshan to the scene to create a live atmosphere.
2, free Laoshan one day tour
Activities: You Laoshan, bee-keeping garden, watch bee products production, on-site honey
Activity time: July 15th, September 16th, November 18th
Theme of the event: getting close to nature, embracing health
Brief introduction of the event: Organize the newspaper Xiaoyuer Club members to visit Laoshan for a day trip and visit the planting base and production base of Laoshan. Laoshan has set up a bee product store and a free honey opportunity to let people buy bee products while tasting Laoshan honey. Laoshan offers honey purchase vouchers, such as a $100 gift voucher for a purchase of $100, and a $15 voucher for a $50 gift.
Second, let Laoshan Pharmaceutical's products become Nanjing middle-aged and elderly medicines and health products
Product promotion of the guide page
Column location: "Nanjing Radio and Television News" guide version
Column size: 7CM×7CM Column positioning: product promotion
Column image: Laoshan LOGO
The purpose of setting the column image: to spread the brand image of Laoshan. The right to use the column: Laoshan Pharmaceutical
Valid hours of the column: July 1, 20XX - December 31, 20XX
Layout fee: **** yuan / time Overall cost: ** million
Propaganda advantage: The guide is the main column of the Nanjing Radio and Television News, and it is the most concerned place in the newspaper column. Putting Laoshan’s product promotion in the middle of the guide will definitely highlight Laoshan’s products and attract the attention of the customers.
Promotional introduction: This edition is used for product promotion of Laoshan Pharmaceutical. The 7th edition guide introduces 7 kinds of products of Laoshan. Each period introduces a special product, which does not regularly carry out product discount activities, product prize quiz activities, new product exemption
Fees apply for trial activities, etc.
Such as: ▲ this season Laoshan special products: royal jelly freeze-dried powder, price: ** yuan, limit purchasers: middle-aged friends over 35 years old;
▲Golden Week Laoshan gave a big gift: In order to welcome the 11th National Day, the Laoshan products published in this issue are fully 10% off, and the group purchase price is better;
▲ Wanted: Middle-aged and old friends over 35 years old, pay attention to Laoshan products and know the following answers! The overnight staff must bring the following questions and ID card to the Nanjing Radio and Television News to report and receive a copy of Laoshan** products. The problem is omitted...;
▲This issue of Laoshan new product recommendation:******, please apply for free trial product...
Third, let Laoshan become a sturdy, steady and experienced old Chinese medicine practitioner in the minds of Nanjing people.
1. "Old Mountain Health Talk" section
Column location: "Nanjing Radio and TV News" Health Edition
Column size: 12CM*7CM Column positioning: expert guidance
Column image: comic old Chinese medicine
The purpose of setting the column image: to form the brand image of Laoshan; to form the brand image of the column.
Column use rights: Laoshan Pharmaceutical
Valid hours of the column: July 1, 20XX - December 31, 20XX
Layout fee: **** yuan / time Overall cost: ** million
Column Description: This section can be used to teach the topic health knowledge in conjunction with the company's products and the health issues of middle-aged and old friends. For example, for some of the curative effects and health effects of Laoshanweilening tablets, explain the knowledge of stomach care that middle-aged and elderly friends should pay attention to in daily life.
Website cooperation: You can publish the column of “Laoshan Health Talk” on the interactive website of the newspaper – Nanjing Circle and Laoshan Enterprise, and open up some investigations and discussions on the forum in Nanjing Circle. Open the "You are most interested in health issues" column forum, and select some topics that are of most interest to you in each issue as the topic of "Laoshan Health Talk".
2, radio and television card free health consultation
Activity form: enter the community to carry out free health consultations. Activity time: follow the newspaper to enter the community time
Brief introduction of the event: Based on the customer group of Nanjing Radio and Television News, and using the radio and television card as the call, we will enter the city's communities to conduct free health consultation. Professional counselors from 60 years old in Laoshan, professional pharmacists over 55 years old, professors from medical schools over 55 years old, etc. provide free consultation services for middle-aged and elderly people holding radio and television convenience cards. Each session carries out a special health consultation meeting, such as “Healthy Stomach Health Consultation” and “Liver Health Consultation”, etc., to carry out more detailed services for the subdivided population, and to publicize Laoshan’s stomach and liver protection products.
4. Through the above publicity and activities, the middle-aged and elderly people in Nanjing will be able to bring to the old and middle-aged Nanjing.
The recognition of the health of the elderly!
§ 4. Effect evaluation
First, newspaper investigation
Survey Profile: Publish a month's Laoshan advertising effect questionnaire in the newspaper, and anyone who fills in and sends it to the designated address can get the bee products of Laoshan;
Survey content: Name, phone number, ID number Have you used Laoshan products? Do you know where Laoshan bee products are produced? Comment on Laoshan bee products in one sentence. Do you know what products of Laoshan have? Comment on all the products of Laoshan. Do you know that the news report of Laoshan Pharmaceutical, Brilliant Jinling* is published in a few months? Do you know when Laoshan Pharmaceutical Co., Ltd. was restructured in a year? If the company uses the following characters to describe the image of Laoshan in your mind, which one do you think is the most appropriate? A. Optimistic, cheerful and enthusiastic young Chinese medicine B. 稳, steady, experienced elderly Chinese medicine C. rigorous, diligent, positive young Western medicine D. Hey, kind, smiling old Western medicine
Layout size: semi-pass Layout total: 2 links Layout fee: ** 10,000
Second, website survey
Survey Profile: A three-month Laoshan advertising effect questionnaire is published on the website of the Nanjing Circle and the website of Laoshan Enterprise. Anyone who is recommended by the placard can obtain the bee products of Laoshan;
Survey content: Ibid.
Note: The website is free to be published in the forum. If your company needs to be able to submit the survey form, you must pay for the program production fee and layout.
§ 5. Cost budget
I. Promotion/activity costs
1. Laoshan’s news report on the national standard of royal jelly: * million
2, bee product promotion: ** million
3, guide page product promotion: ** million
4, "Old Mountain Health Talk" column: ** million
5, effect evaluation: ** million
Second, the free part
1, free of community promotion costs
2, free of small fish club personnel call for fees
3. Free website performance evaluation fee
4, free of event planning costs
Third, the gift part
For the overall event, give 2 500-word press releases
Fourth, the overall cost:
** million
Part 3: Commemorating the XXX Anniversary of Li Yu’s Birthday
Li Yu, No. Weng, Zhejiang Lanxi people. China's famous dramatists, drama theorists, writers, publishers, garden architects, miscellaneous, pioneers of Chinese cultural industry and practitioners of leisure culture, the most versatile wizards in the world of literary and art circles. In 2019, it was the 400th anniversary of Li Yu’s birth. In order to commemorate this wonderful talent and culture, Li Yu’s hometown, Zhejiang Lanxi, will jointly host the “International Academic Seminar on Commemorating the 400th Anniversary of Li Yu’s Birth” with Guangming Daily, Zhejiang Provincial Culture Department and Zhejiang Normal University. meeting". In order to create a good public opinion atmosphere for the conference, combined with the new breakthrough in Li Yu's academic research, this publicity plan was specially formulated.
Guiding ideology: Taking the party's XX spirit as a guide, aiming at promoting cultural development and prosperity, taking academic research as a platform, adhering to the socialist core value system as the guide, adhering to the "two-oriented" direction and the "double-hundred" policy, Through academic debate, we will fully explore the cultural heritage of Li Yu, promote innovation, use it for the present, advocate leisure culture, promote the development of cultural industry, and build a harmonious cultural home.
Objectives: To commemorate the XXX anniversary of Li Yu’s birthday, the international academic seminar is not only an excavation of cultural archaeology, but also a cultural sage. In the history of Chinese and foreign cultures, few people are as controversial as Li Yu, including his life and behind him. Before the reform and opening up, the controversy of Li Yu in the academic circles was mainly reflected in Li Yu's character and cultural relics; since the reform and opening up, the controversy over character and literature has gradually turned into a controversy about the ideological and artistic aspects of Li Yu's works. Through academic seminars and series of propaganda, Li Yu’s situation of “not being able to be recognized by the world and not being recognized by the world” has been changed, so that more people can understand Li Yu and its cultural value more comprehensively.
Design and operation of specific promotional activities:
First, the media choose: the main election Guangming Daily. Reasons: National newspapers, national ideological and theoretical academic banners and benchmarks, co-sponsors of commemorative events, suitable for publishing academic contends. Taking Guangming Daily as the guide, other domestic media and websites follow up in due course.
Second, the time schedule: March 20XX - October 20XX, including pre-heating, international academic seminars and post-conference publicity.
Third, propaganda planning: Through planning, designing a series of news highlights, forming a wave of propaganda climax, pre-heating for international academic seminars. The two levels of extradition and internal propaganda are carried out.
External publicity
Start-up phase
main activities:
1. Do a press conference to change the Li Yu entry to Baidu headquarters in Beijing. In the middle and late March, the Guangming Daily Zhejiang Railway Station took the lead and invited 10-15 media outlets or reporters from Xinhua News Agency Zhejiang Branch, China News Service Zhejiang Branch, People's Daily, Zhejiang Daily, etc. to release information in the form of a dinner. By the head.
2. Cooperating with Guangming Daily to publish a review article entitled "New Breakthroughs in Li Yu's Hometown Li Yu Research", the Li Yu dispute was triggered by the academic community.
3, Guangming.com reprinted "Li Yu's hometown Li Yu research new breakthrough", triggered online discussion; Lanxi News Network opened a column to exchange and discuss Li Yu culture; timely introduction of Li Yu culture experts and scholars Sina dialogue video.
Warming phase
main activities:
1. Cooperate with Guangming Daily to discuss the controversial views on Li Yu’s birth time, birthplace, works, and ideological and cultural value evaluation.
2. While publishing the information on Li Yu's cultural activities, actively strive for the publication of the Li Yu culture research, exchange, and contention articles in the Zhejiang and Jinbao culture editions.
3. Organize the Lanxi DV filming and launch the "Discover Li Yu" competition.
High tide stage
main activities:
1. Do two press conferences. First, at the end of August, the press release before the Li Yu International Academic Exchange. Second, during the academic exchange meeting on September 4, the contents of the exchange discussion and the research of new achievements were released.
2. Combine the characteristics of Lanxi industry, launch Li Yu's characteristic brand, do a good job of propaganda, and expand cultural activities to industrial development.
In the fourth stage, we will make a summary at the end of the year and gradually take Li Yu culture outreach as a long-term work content.
City promotion
Municipal media, including Lanxi Radio and Television, Lanjiang Herald and Lanxi News Network, will open a special edition of the column to create a warm public opinion atmosphere for the XXX anniversary of Li Yu's birthday. Specifically, it can be operated from the following aspects:
1. In the "Lanjiang Herald" serialized "Limited Love" and Li Yu garden, health, literature and other column articles, to expand the impact of the public, Lanxi TV station resumed the "Mustard Art Garden" column, promote Li Yu.
2. The municipal radio and television station and the Lanjiang Herald, organized the competent interviewing forces, and carried out the search activities along the Li Yu footprint to Fujian, Hangzhou, Nanjing, Rugao, Yangzhou, and Wuwei, Gansu.
3, in the Lanxi News Network to open up the Li Yu research section, throwing Li Yu's five major controversies, causing social discussion; relying on Sina.com, making video animation about Li Yu, using professional network power to carry out hype; Li Yu research experts to open up Li Yu culture research Weibo has caused discussion at the university level.
4. Editing and printing the city's textbooks, selecting the contents of Li Yu's life, small stories, artistic achievements, and building a clean government, and compiling them into local textbooks, and sending them to the city's government cadres, village cadres, primary and secondary school students, or entrusting Xinhua Bookstore sales. Expand the influence surface so that the public can know and recognize the Lanxi historical and cultural celebrities from the inside as soon as possible.
5. Lanxi 婺 troupe added the “Li Yu Opera Troupe” brand. All Lanxi troupe must use the “Li Yu Bianzi Opera” before the performance. The annual performance must guarantee more than 20% of the Li Yu drama program, and the municipal finance will provide appropriate subsidies.
6. The rural cultural station should do a good job in Li Yu culture propaganda work, equipped with relevant publicity materials, city textbooks and Li Yu books for the rural people to borrow.
7. Combine the “four cities with the same creation”, in order to improve the city's taste, set up the Li Yu theme sculpture on the basis of site selection, highlighting the status of celebrities.
8. Increase public service advertising efforts. Combined with the opening of the cultural wall of the flood control dam in Xixi, it is possible to appropriately add the contents of Li Yu’s life anecdote; the Shencun Expressway is recommended to produce a large billboard for Li Yu, and the billboards along Yingbin Avenue can also be added to the public welfare of Li Yu. Advertising, telling foreign businessmen in a big way, Lanxi is the hometown of Li Yu.
Chapter 4: River Clearing Media Promotion Plan
First, the purpose of promotion
Explain the current status and purpose of the online market. What is the current status of the online market? What is the purpose of this promotion? Is it to deal with inventory? Is it to increase sales? Is it against competitors? Is it a new product? Or is it to enhance brand recognition and reputation? Only when the purpose is clear can the activities be targeted.
Second, the crowd analysis
Is the promotion targeted at each individual in the target market or a specific group? How much is the promotion control? Who is the main target of the promotion? Who is the secondary goal of the promotion? The correctness of these choices will directly affect the promotion. The final result.
Third, the network public relations theme: in this part, mainly to solve two problems
1. Determine the theme of online public relations activities
2, the choice of online promotional tools
Price reductions? Price discounts? Giveaways? Lottery? Or other promotional tools? What kind of promotional tools and what kind of promotional theme to choose, taking into account the objectives of the event, the conditions of competition and the environment, and the cost budget and distribution of the promotion. After establishing the theme, we should minimize the commercial purpose of online promotion, make the online public relations activities closer to consumers, and more impress consumers. This part is the core part of the promotion plan, and should strive to innovate and make the online public relations activities shock and exclusivity.
Fourth, the mode of activity: This part of the soil should explain the specific way of the activity. There are two issues to focus on
1. Determine the partner: Is it a promotion through the online media platform or an online mall?
2, determine the degree of stimulation: In order to make the promotion a success, the network public relations activities must be stimulating, can stimulate the target participants. The higher the level of stimulation, the greater the response to sales. But this stimulus also has a marginal effect. Therefore, it is necessary to analyze and summarize according to the promotion practice, and determine the appropriate stimulus level and corresponding cost input in combination with the objective market environment.
5. Platform selection and time for online public relations activities
Determining when and where to conduct a network's public relations activities will do more with less. If you choose improperly, you will be uncomfortable. Try to let consumers have free participation in time, and also make consumers convenient and easy to operate in the choice of network platform. How long does it take for online promotions to be effective? Too short a duration will result in the inability to achieve repeat purchases during this time. Many of the benefits that should be obtained cannot be realized; if the duration is too long, the cost will be too high and the market will not be hot, and the value of the customer will be reduced.
Six, advertising cooperation
A successful promotion requires a full range of advertising. What kind of advertising ideas and expression techniques to choose? What kind of media hype is chosen? These all mean different customer arrival rates and cost inputs.
7. Preparation for the preliminary period: The preliminary preparation is divided into three parts.
1. The training of customer service personnel should actively strengthen the training for online sales customer service personnel after the program is determined.
2, logistics preparation to determine the logistics cooperation company, communication is good, so as not to affect the timely delivery of products due to logistics problems.
3, product reserves must have a certain inventory, which can save delivery time.
Eight, medium-term operation
Through large-scale intensive advertising and related promotion through the network platform, strictly implement the promotion rules, perform performance appraisal on the promotion team, and formulate promotion goals.
Nine, later continuation
The continuation of the latter is mainly the issue of online publicity. In what ways will the online public relations activities be followed up in which media, and timely adjustment and optimization of the promotion plan according to the effect?
X. Project budget
A promotion, not profitable, there is no meaning of operation. Budgets should be budgeted for the cost and output of online PR promotions. A good online promotion is not enough with a good idea.
XI, accident prevention
There may be some accidents in each activity. Such as the monitoring of Internet word of mouth, the maintenance of official websites and so on. It is necessary to prepare the necessary human, material and financial resources for each possible accident.
Twelve, the effect is estimated
Predict what effect this event will achieve, in order to facilitate the comparison of the actual situation after the end of the network public relations activities, summing up the success points and failure points from the aspects of stimulation level, promotion timing, and promotion media. Also pay attention to the accumulation of experience. Can accumulate experience as a future public relations activity
In fact, the development of IDC industry is rooted in the Internet. Therefore, it should be expanded to the Internet. The promotion under the network is important, but its focus should be placed on the overall idea of online publicity. From the personal analysis and comparison, the high cost performance and high profitability of online advertising is beyond the reach of print media, and IDC, which has just been developed, does not have much money to invest in print ads. It has naturally become the preferred way to quickly establish an IDC brand.
Online advertising is not random in the traffic of the site, I feel that as long as the effect of traffic clicks is natural, the coverage of the promotion is large and good. In fact, this method is relatively wrong. It is necessary to consider that the problem of placing object-oriented is the key point. Although the traffic is large, the number of clicks is high, and the traffic is naturally high. However, due to the inappropriateness of the access object, the delivery cost is too high. Causes a lot of invalid clicks, the effect will be twice the result with half the effort. I think everyone should understand this truth. For example, if you are advertising IDC ads on a large-volume movie site, the people who visit there are more to look for movies, but really come to find a space suitable for movie stations. It’s really rare and it’s completely unrealistic. So how should we grasp this object group? It is estimated that the webmasters of many source stations may thank me, not because I have been very good with these well-known source stationmasters, but they have very good results. Take it out and share with you. According to my statistical results, the effect of being placed in the source station is indeed the most ideal, especially those sites that are more famous, the sites that the personal webmasters go to most, such as our Chinese stationmaster station. Everyone here knows very well. It is true that these webmasters come to the source station to find a program suitable for their own website. At the same time, they naturally need a stable high-speed space to debug these scripts, and their eyes will naturally be visited. The source station site is full of striking advertisements, so it will naturally make the online advertising target clear, because the reasonable cost of delivery costs can achieve twice the result with half the effort. So how should I advertise on these source sites? According to the author's experience, all the best results are the banner and the banner BANNER at the top of the site. Of course, because the best results are also the highest quotation for these sites. Advertising space, followed by personal feelings should be better than the ads around the source download point of each site, such as BANNER below the download point or the image ads on the right side of the program, because the webmaster always wants to access these programs when downloading the program. Local, naturally, will inadvertently go in and see what is going on, followed by the more popular left-right floating and full-station floating and pop-up windows in the early stage, but because of the current popularity of various pop-up windows and floating advertising plug-ins, it is far from the beginning. Good results. Of course, I have heard that some JS production can break through the defense of many plug-ins, but I still have a lot of possibilities forbidden. In addition to these other advertising spots, such as a small left-side advertising, etc., are also considered in the lack of funds, you can use as a reference. In addition, there are some industry information sites or forums that are specifically developed for IDC. The clarity of the target can also be used as a site for your choice. The advertising space is of course important, and the visual effects brought by the above advertisements cannot be ignored. This requires that the companies have good art designers and effective planners.
The personal opinion advertisement should be simple and clear, so that the viewer can see what content is reflected at a glance, and the advertising planning language should have enough "killing power", so that the viewer can be attracted and can be attracted. It is enough to attract attention, but also pay attention to the advertising content of other competitors in other locations of the station, try to use different colors, and the products are also very different or more advantageous. These should be based on the specific circumstances of the site, arrange the company's art to produce according to your ideas, to implement your prominence. Believe this, as long as there is a professional planning staff can do it, the author does not offer ugly to provide common planning terminology:) In addition to the choice of advertising site, in order to better plan advertising, the company initiated various Promotional activities are also indispensable, and successful online companies will have special event planning teams that can design and plan various effective promotions according to market needs, such as discount packages, limited sales, etc. The special promotion means, for example, "Huaqi Data" planned to launch a limited-edition 1000 sets of activities, "cold in the end, host + domain name = 99 yuan", with a large number of banner ads in the various source stations, At a time when the price of virtual host products was relatively high, this price activity with a large “killing power” allowed it to quickly obtain a large number of orders, which achieved very good market and social effects, and also became a well-known IDC brand in China. Laid a solid foundation. As our newly developed IDC company, we need to rely on similar activities to establish our own brand and image, to be close to consumers, to communicate with consumers through activities, to feel the voice of consumers and to support and spur ourselves. Develop more customers with surprises to retain and attract more customers to join. On the basis of the smooth delivery of advertisements, it is necessary to cooperate with the activity to replace the advertisement pictures several times, so that the viewers can understand that the company is growing and developing, and is thinking more for the consumers, to get the resonance and support of the viewers.
Then, is it possible to quickly establish an IDC brand by relying on online advertising and event planning? These are just the purpose of quickly establishing a good brand. To truly create your own image and brand, you must still improve your service. For protection. Here is a simple comparison, not as an example of defaming a company, the investment in online advertising is large, and the authors who have a wide range of activities are concerned about "Haina data" and "digital engine", almost for a while As long as the source station must be placed on the site, but the same delivery of the former is indeed far from the consumer's heart because of the problem of post-service, the latter has gradually grown into a well-known brand in the industry, which reflects the importance of service. . To do IDC company to be clear about the concept, now is not the same as before to sell the product, but also need to provide more painful and thoughtful service than before the sale, is the company's rapid establishment of the IDC brand's top priority, The current competition is no longer a pure price war. The quality of the newly developed IDC company is not much different. The technical strength and experience are relatively weak, and the price is forced to change. Therefore, the service aspect is the focus of competition. It is impossible for any IDC product to have no problem at all. There is never any shortage, but how to solve the problem as soon as possible when the problem occurs, sum up the lessons. “The need of an eager consumer, what the consumer thinks” is what the newly developed company needs to do and think about. In addition to the need for a comprehensive after-sales service, able to positively answer customer questions, and actively cooperate with solving customer problems with a very friendly attitude, the enhancement of technical strength is also more important, so the newly developed company not only does its own service, but also It is necessary to strengthen the training of employees' technical expertise so that they can face all customer problems with professional and dedicated services, and provide quick and perfect solutions, which are recognized by customers and partners.
In summary, for IDC, which is rapidly establishing the new development of the IDC brand, promotion and service will become the key to the success of the brand strategy. Only one has a high standard of service and high technical support. Teams, network companies that are good at adopting various activities and cooperating with effective online advertising and planning, can quickly establish their own IDC brand image, or more people's recognition and good reputation. I hope that all newly developed companies can think more about consumers, despise and resolutely stop any behavior that deceives consumers, and truly implement enthusiasm and professionalism into their services to consumers. Only by doing so can we get the hearts of consumers and quickly improve their brand image.
Chapter 5: Online Media Promotion Plan
After several generations of hard work to conquer people, the city's river interception and comprehensive treatment projects have experienced ups and downs for more than a decade. Nowadays, the effect is outstanding and the effect is remarkable. The river also has a large number of outstanding and promising labor backbones. However, due to the lack of propaganda in the temporary period, or the negative publicity effect is too prominent, the public is not very understanding of the various aspects of river remediation, and even misunderstanding, which requires my water department to take the initiative to counterattack, joint various propaganda media, and actively plan and organize propaganda. With the civilianization and humanization methods, the public will be able to show the public the effects of river interception and comprehensive remediation over the years, especially after December, and inform the public of the difficulties in comprehensive remediation, and show the public planning and prospects to the public. The people have a bottom in their hearts and a spectrum in their brains. The interactive programs have provided me with a favorable platform through face-to-face communication.
First, the necessity of interactive programs:
The necessity of interactive programming is mainly based on the following two points:
Reversing the long-standing misunderstanding of the public on river remediation and striving for public support. There are many rivers in the city, and there are 231 main rivers. Due to urban planning and other reasons, river remediation has become a weakness. Because the media reporters do not understand the river governance, and in order to cater to the customer's sense of taste, the media has become the spokesperson of the people's gas outlet, the negative news has been continually, to some extent misleading the public understanding of the actual situation of river remediation. The interactive program has overcome this limitation. On the one hand, through face-to-face, you ask me how to answer the communication. Participating people can understand the actual situation of river remediation and let them know the most authoritative departments and individuals. At present, there are many difficulties in the work, eliminating doubts in the mind and avoiding misunderstandings caused by improper understanding by third parties. On the other hand, the relevant water departments can take the initiative in the program and actively guide the people to understand and support through positive public opinion. Think about the direction of river remediation work and strive for a good external environment.
Promote the corporate culture of the Water Investment Group. Through on-site demonstrations and interviews with people, the corporate culture concept of “Shang Shan Ruo Shui”, “Purification of Water Quality, Benefiting People” was deeply rooted in the hearts of the people. Through the mainstream media publicity, the Group’s influence was enhanced, and its popularity and reputation were established to lay the foundation for the development of the Group and its subordinate units. Favorable tone.
Second, the feasibility analysis of interactive programs
Site feasibility:
The location of this interactive program was innovated, and it was planned to select one of the rivers and rivers from the rivers and rivers where the effects of interception and comprehensive remediation were more significant. The main reason is that the rivers and rivers have been listed as the key rivers for improving the effect before March 30, and the citizens are more concerned; the second is to engage in programs on the riverside to achieve immersive purposes and directly show the citizens the results of river remediation. Targeted, the program effect is easy to reflect.
1. River: The river roads are almost exclusively water towns, and pass through relatively dense areas such as villages. The advantage of holding activities here is that it can not only display humanistic characteristics, but also attract popular popularity, expand the influence of the program, and enhance the publicity effect. The disadvantage is that there are many unforeseen factors in the recording process, and it is not easy to adopt live broadcast.
The river has now completed the interception of the sewage. Among them, a small square park is planned to be built next to the Zhongyu section. It is expected to be completed from June to July. It is recommended that media interactive programs be held in this square.
2. River: Most of the surrounding areas of the river are elegant, beautiful scenery, quiet in the middle of the river. The activities held here are not easily disturbed by the outside world, but the influence will not be too wide.
The Xiaxian section of the main road of the river main power plant has been intercepted. It is planned to build a green belt in the artificial lake from the street to the east section of the power plant. It is expected to be completed in mid-June.該綠化帶也可作為該節目場地，但場地空間不一定能滿足需要，需要待節目形式及綠化帶規模確定後才能知曉。
時間可行性：
建議該治水論壇定在6月舉行。
1.兩河雖然定為3月30日之前見效果，但由於其堤岸及周邊綠化屆時還在建設中，因此，需到年6月30日前，兩河綜合整治工作才基本完畢，時機比較成熟，有條件向外界展示成果，在全市範圍內進行大規模宣傳。
2.6月正值夏季，適宜戶外活動，光線充足，節目錄製質量容易保證。
合作可行性：
為配合大型國際賽事會，河流整治為集團和媒體今年宣傳的一大重點，由於治水較為分散，一直以來，媒體較難捕捉到較為準確、全面的治水信息，加之今年治水新聞媒體見光率明顯增大，相關媒體在“城市論壇”中也涉及過治水內容，媒體也希望通過該項節目增加收視率和影響力，因此合作錄製節目的成功率較大，共同打好這場“治水戰役”。
大環境的可行性：
治水工作作為今年的一項重點“民生工程”，重要程度不言而喻，市委、市政府及水務部門已經排好時間表。從大環境上講，該項工作得到全市各方面的大力支持。因此，錄製治水訪談節目上得政力，下得民心，在邀請各級領導參與，誠招熱心觀眾等方面應該不會遇到太大的困難。
三、治水互動訪談節目設計
欄目描述：
1.播出形式為與嘉賓及現場觀眾交流互動形式，現場觀眾30人左右，錄播，如果節目播出後反響不錯，可考慮做成系列節目。
2. 播出內容為：一是市水務部門嘉賓向市民講述污水治理工作歷史，近兩年取得的治水成績，存在的困難，業主代表講述自己在治污過程中所經歷的各種故事，選取能夠打動觀眾、引起共鳴的經歷講述；二是採取現場問答的形式接受觀眾提問，回答市民關心的問題，不過問題及提問觀眾最好提前指定；三是採用展板展示河和河兩河的歷史淵源，整治過程和整治效果；四是通過簡單的文藝表演展現水務投資集團及其下屬單位企業文化；五是穿插情景再現等影像資料，涉及河或河概況介紹，整治前、後對比照片，河流整治的簡要過程，治理後前景展望。
3.播出時間：建議選擇在周末黃金時間段。
節目特點：
本節目主要在於寓情於事，寓情於實，節目要能拉近和觀眾的距離，能夠吸引觀眾的積極參與，並且倡導市民珍惜、愛護水資源，保護水環境的生活觀念。除此之外，與其他訪談節目不同的是，內容多樣化，節目融入影像資料短片、文藝表演，使節目更具可觀賞性。
節目內容：
1.嘉賓與主持人面對面訪談
2. 河或河史料回放
3.與現場觀眾交流
4.文藝表演
以上內容視情況可相互穿插，節目時間為45-60分鐘，中間可以適當穿插廣告。
四、人員設定：
合作媒體：
電視台作為本土主要媒體，忠實觀眾相對較多，反映本土地方文化特色的節目較受歡迎，收視率較高，建議與其合作。
人員設定：
現場人員分為四大部分：一是主持人1名，建議聘請專業主持人或由合作媒體指定，主持人應該能夠充分引導嘉賓及調動觀眾的情感；二是受邀嘉賓4名，包括市水務局、市水投集團、污水治理公司相關領導及大學環境工程專業學者、民眾代表；三是現場觀眾，建議先報名，後篩選，人數不超過30人；四是文藝表演人員。
五、節目宣傳策略
建議採用欄目形象宣傳片策略進行宣傳，這是提升節目影響力的又一種重要手段，長度在20秒左右。欄目形象宣傳片的立意要高，要能代表整個欄目的特色和地位。 畫面音樂也應非常講究，視覺衝擊力要強。形象宣傳片有如欄目的廣告，不僅要講究創作手法，還要講究創作主題。具體宣傳渠道可以利用媒體優勢，在電視台、城市電視等渠道進行宣傳。
6. Budget:
First, the purpose of the activity
This year marks the XX anniversary of the restoration of the lawyer system in China. In order to better promote the development of the lawyer industry in our city, promote the construction of lawyer culture, and publicize the advanced model of the lawyer industry, Daqing Lawyers Association and Daqing TV Station and Daqing Evening News jointly carried out the 30th anniversary of the restoration of the lawyer system. activity.
Second, the propaganda media
Daqing TV Station, Daqing Radio Station, Daqing Evening News.
Third, the way of propaganda
Daqing TV Station
1. Lawyer's representative or leader, guest room of the "Citizen's Chamber of Defence". Reviewing the history of the restoration and reconstruction of the lawyer system and showing the fruitful results of the development of the Daqing lawyer industry in the past 30 years.
2. Lawyers' representatives reviewed the history of the entrepreneurship, development and growth of lawyers in the city in XX in the form of on-site interviews.
3. Produce a special feature of the TV program to reproduce the development history and brilliant achievements of Daqing Lawyer.
Daqing Radio Station
1. Conduct an exclusive interview with the company to show Daqing Lawyers 30 from different angles and different aspects.
The brilliant achievements of the year.
Daqing Evening News
1. In the important layout, through outstanding reporting, series of reports, comprehensive system to publicize the achievements of Daqing lawyers in the past 30 years.
2. Each lawyer assisted in a legal case and continuously reported on the handling of lawyers' legal cases.
Heilongjiang Lawyer Magazine
1. The special report on the celebration was published in the magazine Heilongjiang Lawyer.
"Chinese Lawyers"
1. The special report on the celebration was published in the magazine "Chinese Lawyers".
Third, the propaganda work committee
Chapter 2: Health Care Media Media Promotion Plan
§1. Customer analysis
Laoshan Pharmaceutical → Products → Product Main Customer Group
Nanjing Radio and Television News→Service→Media Main Customer Group
Laoshan Pharmaceutical is in line with the Nanjing Radio and Television News!
§ 2. Target analysis
Laoshan's corporate background: Nanjing Laoshan Pharmaceutical Factory, founded in March 1971
Customer Cognition: Strength, Quality Assurance
Laoshan's superior products: Nanjing native, national standard bee products
Customer Cognition: Nanjing's own high quality bee products
Laoshan's product features: middle-aged and elderly medicines, health products
Customer Cognition: Nanjing middle-aged and elderly people keep medicines and health products
Laoshan's current location: the brand is solid, but the brand image is not clear
Customer Cognition: Laoshan is an old, stable and experienced old Chinese medicine practitioner in Nanjing.
The target location of Laoshan:
1. Laoshan's bee products are Nanjing's own bee products;
2. Laoshan Pharmaceutical's products are regular medicines and health products for middle-aged and elderly people in Nanjing;
3. Laoshan is an awkward, steady and experienced old Chinese medicine practitioner in the minds of Nanjing people;
Laoshan can bring health to middle-aged and elderly people in Nanjing
How to get to the target location: see the promotion / event plan
Whether to reach the target location: see the effect evaluation
§ 3. Promotion/activity plan
First, let Laoshan's bee products become Nanjing's own high-quality bee products
Strengthening Laoshan bee products is the promotion of local high quality bee products
1. Laoshan made a news report on the royal jelly national standard
Reporting time: The government announced the honey national standard period Reporting layout: half version
Layout location: Vision Weekly - Focus on the overall cost: * million
Brief introduction of news and propaganda: a series of news reports on Laoshan's national standard from the perspective of news, and let the information spread in the form of news, so that the Nanjing people will have quality trust in Laoshan bee products. For example, the subject of news reports can be “seeing the establishment of national standards for enterprises – the national standard for the introduction of honey in Nanjing Laoshan Pharmaceutical”
2. Conducting bee product raw materials and quality promotion during the prosperous season of bee products
Promotion time: July 7th, 20XX - December 31, 20XX Advertising layout: half version
Total layout: 8 version Overall cost: ** million
Introduction to advertising: In the prosperous season of bee products, through the image promotion of soft texts, to create the quality image and local image of Laoshan bee products. When other manufacturers are fighting the price promotion war, Laoshan jumps out of it and specializes in quality promotion, but the price remains unchanged, winning with high quality and low price. At the same time, with the help of Nanjing citizens on the local brand's goodwill and recognition, as well as the quality of Laoshan products themselves, the marketing of products. For example, the theme of the promotion can be “Laoshan Honey, and better understand the health of Nanjing people”.
Do some charity activities to benefit the citizens of Nanjing
1. Bee product community free tasting
Activity form: enter the community to carry out bee product display Activity time: follow the newspaper into the community time
Brief introduction of the event: From time to time, follow the radio and television card activities of the Nanjing Radio and Television News, enter the community to hold the bee product display in the name of the free bee product tasting. On-site shopping activities with a discounted price of 5 yuan, 10 yuan, 20 yuan at the market price will be set on the spot. On-site setting of 1-2 old customers who used the products of Laoshan and praised Laoshan to the scene to create a live atmosphere.
2, free Laoshan one day tour
Activities: You Laoshan, bee-keeping garden, watch bee products production, on-site honey
Activity time: July 15th, September 16th, November 18th
Theme of the event: getting close to nature, embracing health
Brief introduction of the event: Organize the newspaper Xiaoyuer Club members to visit Laoshan for a day trip and visit the planting base and production base of Laoshan. Laoshan has set up a bee product store and a free honey opportunity to let people buy bee products while tasting Laoshan honey. Laoshan offers honey purchase vouchers, such as a $100 gift voucher for a purchase of $100, and a $15 voucher for a $50 gift.
Second, let Laoshan Pharmaceutical's products become Nanjing middle-aged and elderly medicines and health products
Product promotion of the guide page
Column location: "Nanjing Radio and Television News" guide version
Column size: 7CM×7CM Column positioning: product promotion
Column image: Laoshan LOGO
The purpose of setting the column image: to spread the brand image of Laoshan. The right to use the column: Laoshan Pharmaceutical
Valid hours of the column: July 1, 20XX - December 31, 20XX
Layout fee: **** yuan / time Overall cost: ** million
Propaganda advantage: The guide is the main column of the Nanjing Radio and Television News, and it is the most concerned place in the newspaper column. Putting Laoshan’s product promotion in the middle of the guide will definitely highlight Laoshan’s products and attract the attention of the customers.
Promotional introduction: This edition is used for product promotion of Laoshan Pharmaceutical. The 7th edition guide introduces 7 kinds of products of Laoshan. Each period introduces a special product, which does not regularly carry out product discount activities, product prize quiz activities, new product exemption
Fees apply for trial activities, etc.
Such as: ▲ this season Laoshan special products: royal jelly freeze-dried powder, price: ** yuan, limit purchasers: middle-aged friends over 35 years old;
▲Golden Week Laoshan gave a big gift: In order to welcome the 11th National Day, the Laoshan products published in this issue are fully 10% off, and the group purchase price is better;
▲ Wanted: Middle-aged and old friends over 35 years old, pay attention to Laoshan products and know the following answers! The overnight staff must bring the following questions and ID card to the Nanjing Radio and Television News to report and receive a copy of Laoshan** products. The problem is omitted...;
▲This issue of Laoshan new product recommendation:******, please apply for free trial product...
Third, let Laoshan become a sturdy, steady and experienced old Chinese medicine practitioner in the minds of Nanjing people.
1. "Old Mountain Health Talk" section
Column location: "Nanjing Radio and TV News" Health Edition
Column size: 12CM*7CM Column positioning: expert guidance
Column image: comic old Chinese medicine
The purpose of setting the column image: to form the brand image of Laoshan; to form the brand image of the column.
Column use rights: Laoshan Pharmaceutical
Valid hours of the column: July 1, 20XX - December 31, 20XX
Layout fee: **** yuan / time Overall cost: ** million
Column Description: This section can be used to teach the topic health knowledge in conjunction with the company's products and the health issues of middle-aged and old friends. For example, for some of the curative effects and health effects of Laoshanweilening tablets, explain the knowledge of stomach care that middle-aged and elderly friends should pay attention to in daily life.
Website cooperation: You can publish the column of “Laoshan Health Talk” on the interactive website of the newspaper – Nanjing Circle and Laoshan Enterprise, and open up some investigations and discussions on the forum in Nanjing Circle. Open the "You are most interested in health issues" column forum, and select some topics that are of most interest to you in each issue as the topic of "Laoshan Health Talk".
2, radio and television card free health consultation
Activity form: enter the community to carry out free health consultations. Activity time: follow the newspaper to enter the community time
Brief introduction of the event: Based on the customer group of Nanjing Radio and Television News, and using the radio and television card as the call, we will enter the city's communities to conduct free health consultation. Professional counselors from 60 years old in Laoshan, professional pharmacists over 55 years old, professors from medical schools over 55 years old, etc. provide free consultation services for middle-aged and elderly people holding radio and television convenience cards. Each session carries out a special health consultation meeting, such as “Healthy Stomach Health Consultation” and “Liver Health Consultation”, etc., to carry out more detailed services for the subdivided population, and to publicize Laoshan’s stomach and liver protection products.
4. Through the above publicity and activities, the middle-aged and elderly people in Nanjing will be able to bring to the old and middle-aged Nanjing.
The recognition of the health of the elderly!
§ 4. Effect evaluation
First, newspaper investigation
Survey Profile: Publish a month's Laoshan advertising effect questionnaire in the newspaper, and anyone who fills in and sends it to the designated address can get the bee products of Laoshan;
Survey content: Name, phone number, ID number Have you used Laoshan products? Do you know where Laoshan bee products are produced? Comment on Laoshan bee products in one sentence. Do you know what products of Laoshan have? Comment on all the products of Laoshan. Do you know that the news report of Laoshan Pharmaceutical, Brilliant Jinling* is published in a few months? Do you know when Laoshan Pharmaceutical Co., Ltd. was restructured in a year? If the company uses the following characters to describe the image of Laoshan in your mind, which one do you think is the most appropriate? A. Optimistic, cheerful and enthusiastic young Chinese medicine B. 稳, steady, experienced elderly Chinese medicine C. rigorous, diligent, positive young Western medicine D. Hey, kind, smiling old Western medicine
Layout size: semi-pass Layout total: 2 links Layout fee: ** 10,000
Second, website survey
Survey Profile: A three-month Laoshan advertising effect questionnaire is published on the website of the Nanjing Circle and the website of Laoshan Enterprise. Anyone who is recommended by the placard can obtain the bee products of Laoshan;
Survey content: Ibid.
Note: The website is free to be published in the forum. If your company needs to be able to submit the survey form, you must pay for the program production fee and layout.
§ 5. Cost budget
I. Promotion/activity costs
1. Laoshan’s news report on the national standard of royal jelly: * million
2, bee product promotion: ** million
3, guide page product promotion: ** million
4, "Old Mountain Health Talk" column: ** million
5, effect evaluation: ** million
Second, the free part
1, free of community promotion costs
2, free of small fish club personnel call for fees
3. Free website performance evaluation fee
4, free of event planning costs
Third, the gift part
For the overall event, give 2 500-word press releases
Fourth, the overall cost:
** million
Part 3: Commemorating the XXX Anniversary of Li Yu’s Birthday
Li Yu, No. Weng, Zhejiang Lanxi people. China's famous dramatists, drama theorists, writers, publishers, garden architects, miscellaneous, pioneers of Chinese cultural industry and practitioners of leisure culture, the most versatile wizards in the world of literary and art circles. In 2019, it was the 400th anniversary of Li Yu’s birth. In order to commemorate this wonderful talent and culture, Li Yu’s hometown, Zhejiang Lanxi, will jointly host the “International Academic Seminar on Commemorating the 400th Anniversary of Li Yu’s Birth” with Guangming Daily, Zhejiang Provincial Culture Department and Zhejiang Normal University. meeting". In order to create a good public opinion atmosphere for the conference, combined with the new breakthrough in Li Yu's academic research, this publicity plan was specially formulated.
Guiding ideology: Taking the party's XX spirit as a guide, aiming at promoting cultural development and prosperity, taking academic research as a platform, adhering to the socialist core value system as the guide, adhering to the "two-oriented" direction and the "double-hundred" policy, Through academic debate, we will fully explore the cultural heritage of Li Yu, promote innovation, use it for the present, advocate leisure culture, promote the development of cultural industry, and build a harmonious cultural home.
Objectives: To commemorate the XXX anniversary of Li Yu’s birthday, the international academic seminar is not only an excavation of cultural archaeology, but also a cultural sage. In the history of Chinese and foreign cultures, few people are as controversial as Li Yu, including his life and behind him. Before the reform and opening up, the controversy of Li Yu in the academic circles was mainly reflected in Li Yu's character and cultural relics; since the reform and opening up, the controversy over character and literature has gradually turned into a controversy about the ideological and artistic aspects of Li Yu's works. Through academic seminars and series of propaganda, Li Yu’s situation of “not being able to be recognized by the world and not being recognized by the world” has been changed, so that more people can understand Li Yu and its cultural value more comprehensively.
Design and operation of specific promotional activities:
First, the media choose: the main election Guangming Daily. Reasons: National newspapers, national ideological and theoretical academic banners and benchmarks, co-sponsors of commemorative events, suitable for publishing academic contends. Taking Guangming Daily as the guide, other domestic media and websites follow up in due course.
Second, the time schedule: March 20XX - October 20XX, including pre-heating, international academic seminars and post-conference publicity.
Third, propaganda planning: Through planning, designing a series of news highlights, forming a wave of propaganda climax, pre-heating for international academic seminars. The two levels of extradition and internal propaganda are carried out.
External publicity
Start-up phase
main activities:
1. Do a press conference to change the Li Yu entry to Baidu headquarters in Beijing. In the middle and late March, the Guangming Daily Zhejiang Railway Station took the lead and invited 10-15 media outlets or reporters from Xinhua News Agency Zhejiang Branch, China News Service Zhejiang Branch, People's Daily, Zhejiang Daily, etc. to release information in the form of a dinner. By the head.
2. Cooperating with Guangming Daily to publish a review article entitled "New Breakthroughs in Li Yu's Hometown Li Yu Research", the Li Yu dispute was triggered by the academic community.
3, Guangming.com reprinted "Li Yu's hometown Li Yu research new breakthrough", triggered online discussion; Lanxi News Network opened a column to exchange and discuss Li Yu culture; timely introduction of Li Yu culture experts and scholars Sina dialogue video.
Warming phase
main activities:
1. Cooperate with Guangming Daily to discuss the controversial views on Li Yu’s birth time, birthplace, works, and ideological and cultural value evaluation.
2. While publishing the information on Li Yu's cultural activities, actively strive for the publication of the Li Yu culture research, exchange, and contention articles in the Zhejiang and Jinbao culture editions.
3. Organize the Lanxi DV filming and launch the "Discover Li Yu" competition.
High tide stage
main activities:
1. Do two press conferences. First, at the end of August, the press release before the Li Yu International Academic Exchange. Second, during the academic exchange meeting on September 4, the contents of the exchange discussion and the research of new achievements were released.
2. Combine the characteristics of Lanxi industry, launch Li Yu's characteristic brand, do a good job of propaganda, and expand cultural activities to industrial development.
In the fourth stage, we will make a summary at the end of the year and gradually take Li Yu culture outreach as a long-term work content.
City promotion
Municipal media, including Lanxi Radio and Television, Lanjiang Herald and Lanxi News Network, will open a special edition of the column to create a warm public opinion atmosphere for the XXX anniversary of Li Yu's birthday. Specifically, it can be operated from the following aspects:
1. In the "Lanjiang Herald" serialized "Limited Love" and Li Yu garden, health, literature and other column articles, to expand the impact of the public, Lanxi TV station resumed the "Mustard Art Garden" column, promote Li Yu.
2. The municipal radio and television station and the Lanjiang Herald, organized the competent interviewing forces, and carried out the search activities along the Li Yu footprint to Fujian, Hangzhou, Nanjing, Rugao, Yangzhou, and Wuwei, Gansu.
3, in the Lanxi News Network to open up the Li Yu research section, throwing Li Yu's five major controversies, causing social discussion; relying on Sina.com, making video animation about Li Yu, using professional network power to carry out hype; Li Yu research experts to open up Li Yu culture research Weibo has caused discussion at the university level.
4. Editing and printing the city's textbooks, selecting the contents of Li Yu's life, small stories, artistic achievements, and building a clean government, and compiling them into local textbooks, and sending them to the city's government cadres, village cadres, primary and secondary school students, or entrusting Xinhua Bookstore sales. Expand the influence surface so that the public can know and recognize the Lanxi historical and cultural celebrities from the inside as soon as possible.
5. Lanxi 婺 troupe added the “Li Yu Opera Troupe” brand. All Lanxi troupe must use the “Li Yu Bianzi Opera” before the performance. The annual performance must guarantee more than 20% of the Li Yu drama program, and the municipal finance will provide appropriate subsidies.
6. The rural cultural station should do a good job in Li Yu culture propaganda work, equipped with relevant publicity materials, city textbooks and Li Yu books for the rural people to borrow.
7. Combine the “four cities with the same creation”, in order to improve the city's taste, set up the Li Yu theme sculpture on the basis of site selection, highlighting the status of celebrities.
8. Increase public service advertising efforts. Combined with the opening of the cultural wall of the flood control dam in Xixi, it is possible to appropriately add the contents of Li Yu’s life anecdote; the Shencun Expressway is recommended to produce a large billboard for Li Yu, and the billboards along Yingbin Avenue can also be added to the public welfare of Li Yu. Advertising, telling foreign businessmen in a big way, Lanxi is the hometown of Li Yu.
Chapter 4: River Clearing Media Promotion Plan
First, the purpose of promotion
Explain the current status and purpose of the online market. What is the current status of the online market? What is the purpose of this promotion? Is it to deal with inventory? Is it to increase sales? Is it against competitors? Is it a new product? Or is it to enhance brand recognition and reputation? Only when the purpose is clear can the activities be targeted.
Second, the crowd analysis
Is the promotion targeted at each individual in the target market or a specific group? How much is the promotion control? Who is the main target of the promotion? Who is the secondary goal of the promotion? The correctness of these choices will directly affect the promotion. The final result.
Third, the network public relations theme: in this part, mainly to solve two problems
1. Determine the theme of online public relations activities
2, the choice of online promotional tools
Price reductions? Price discounts? Giveaways? Lottery? Or other promotional tools? What kind of promotional tools and what kind of promotional theme to choose, taking into account the objectives of the event, the conditions of competition and the environment, and the cost budget and distribution of the promotion. After establishing the theme, we should minimize the commercial purpose of online promotion, make the online public relations activities closer to consumers, and more impress consumers. This part is the core part of the promotion plan, and should strive to innovate and make the online public relations activities shock and exclusivity.
Fourth, the mode of activity: This part of the soil should explain the specific way of the activity. There are two issues to focus on
1. Determine the partner: Is it a promotion through the online media platform or an online mall?
2, determine the degree of stimulation: In order to make the promotion a success, the network public relations activities must be stimulating, can stimulate the target participants. The higher the level of stimulation, the greater the response to sales. But this stimulus also has a marginal effect. Therefore, it is necessary to analyze and summarize according to the promotion practice, and determine the appropriate stimulus level and corresponding cost input in combination with the objective market environment.
5. Platform selection and time for online public relations activities
Determining when and where to conduct a network's public relations activities will do more with less. If you choose improperly, you will be uncomfortable. Try to let consumers have free participation in time, and also make consumers convenient and easy to operate in the choice of network platform. How long does it take for online promotions to be effective? Too short a duration will result in the inability to achieve repeat purchases during this time. Many of the benefits that should be obtained cannot be realized; if the duration is too long, the cost will be too high and the market will not be hot, and the value of the customer will be reduced.
Six, advertising cooperation
A successful promotion requires a full range of advertising. What kind of advertising ideas and expression techniques to choose? What kind of media hype is chosen? These all mean different customer arrival rates and cost inputs.
7. Preparation for the preliminary period: The preliminary preparation is divided into three parts.
1. The training of customer service personnel should actively strengthen the training for online sales customer service personnel after the program is determined.
2, logistics preparation to determine the logistics cooperation company, communication is good, so as not to affect the timely delivery of products due to logistics problems.
3, product reserves must have a certain inventory, which can save delivery time.
Eight, medium-term operation
Through large-scale intensive advertising and related promotion through the network platform, strictly implement the promotion rules, perform performance appraisal on the promotion team, and formulate promotion goals.
Nine, later continuation
The continuation of the latter is mainly the issue of online publicity. In what ways will the online public relations activities be followed up in which media, and timely adjustment and optimization of the promotion plan according to the effect?
X. Project budget
A promotion, not profitable, there is no meaning of operation. Budgets should be budgeted for the cost and output of online PR promotions. A good online promotion is not enough with a good idea.
XI, accident prevention
There may be some accidents in each activity. Such as the monitoring of Internet word of mouth, the maintenance of official websites and so on. It is necessary to prepare the necessary human, material and financial resources for each possible accident.
Twelve, the effect is estimated
Predict what effect this event will achieve, in order to facilitate the comparison of the actual situation after the end of the network public relations activities, summing up the success points and failure points from the aspects of stimulation level, promotion timing, and promotion media. Also pay attention to the accumulation of experience. Can accumulate experience as a future public relations activity
In fact, the development of IDC industry is rooted in the Internet. Therefore, it should be expanded to the Internet. The promotion under the network is important, but its focus should be placed on the overall idea of online publicity. From the personal analysis and comparison, the high cost performance and high profitability of online advertising is beyond the reach of print media, and IDC, which has just been developed, does not have much money to invest in print ads. It has naturally become the preferred way to quickly establish an IDC brand.
Online advertising is not random in the traffic of the site, I feel that as long as the effect of traffic clicks is natural, the coverage of the promotion is large and good. In fact, this method is relatively wrong. It is necessary to consider that the problem of placing object-oriented is the key point. Although the traffic is large, the number of clicks is high, and the traffic is naturally high. However, due to the inappropriateness of the access object, the delivery cost is too high. Causes a lot of invalid clicks, the effect will be twice the result with half the effort. I think everyone should understand this truth. For example, if you are advertising IDC ads on a large-volume movie site, the people who visit there are more to look for movies, but really come to find a space suitable for movie stations. It’s really rare and it’s completely unrealistic. So how should we grasp this object group? It is estimated that the webmasters of many source stations may thank me, not because I have been very good with these well-known source stationmasters, but they have very good results. Take it out and share with you. According to my statistical results, the effect of being placed in the source station is indeed the most ideal, especially those sites that are more famous, the sites that the personal webmasters go to most, such as our Chinese stationmaster station. Everyone here knows very well. It is true that these webmasters come to the source station to find a program suitable for their own website. At the same time, they naturally need a stable high-speed space to debug these scripts, and their eyes will naturally be visited. The source station site is full of striking advertisements, so it will naturally make the online advertising target clear, because the reasonable cost of delivery costs can achieve twice the result with half the effort. So how should I advertise on these source sites? According to the author's experience, all the best results are the banner and the banner BANNER at the top of the site. Of course, because the best results are also the highest quotation for these sites. Advertising space, followed by personal feelings should be better than the ads around the source download point of each site, such as BANNER below the download point or the image ads on the right side of the program, because the webmaster always wants to access these programs when downloading the program. Local, naturally, will inadvertently go in and see what is going on, followed by the more popular left-right floating and full-station floating and pop-up windows in the early stage, but because of the current popularity of various pop-up windows and floating advertising plug-ins, it is far from the beginning. Good results. Of course, I have heard that some JS production can break through the defense of many plug-ins, but I still have a lot of possibilities forbidden. In addition to these other advertising spots, such as a small left-side advertising, etc., are also considered in the lack of funds, you can use as a reference. In addition, there are some industry information sites or forums that are specifically developed for IDC. The clarity of the target can also be used as a site for your choice. The advertising space is of course important, and the visual effects brought by the above advertisements cannot be ignored. This requires that the companies have good art designers and effective planners.
The personal opinion advertisement should be simple and clear, so that the viewer can see what content is reflected at a glance, and the advertising planning language should have enough "killing power", so that the viewer can be attracted and can be attracted. It is enough to attract attention, but also pay attention to the advertising content of other competitors in other locations of the station, try to use different colors, and the products are also very different or more advantageous. These should be based on the specific circumstances of the site, arrange the company's art to produce according to your ideas, to implement your prominence. Believe this, as long as there is a professional planning staff can do it, the author does not offer ugly to provide common planning terminology:) In addition to the choice of advertising site, in order to better plan advertising, the company initiated various Promotional activities are also indispensable, and successful online companies will have special event planning teams that can design and plan various effective promotions according to market needs, such as discount packages, limited sales, etc. The special promotion means, for example, "Huaqi Data" planned to launch a limited-edition 1000 sets of activities, "cold in the end, host + domain name = 99 yuan", with a large number of banner ads in the various source stations, At a time when the price of virtual host products was relatively high, this price activity with a large “killing power” allowed it to quickly obtain a large number of orders, which achieved very good market and social effects, and also became a well-known IDC brand in China. Laid a solid foundation. As our newly developed IDC company, we need to rely on similar activities to establish our own brand and image, to be close to consumers, to communicate with consumers through activities, to feel the voice of consumers and to support and spur ourselves. Develop more customers with surprises to retain and attract more customers to join. On the basis of the smooth delivery of advertisements, it is necessary to cooperate with the activity to replace the advertisement pictures several times, so that the viewers can understand that the company is growing and developing, and is thinking more for the consumers, to get the resonance and support of the viewers.
Then, is it possible to quickly establish an IDC brand by relying on online advertising and event planning? These are just the purpose of quickly establishing a good brand. To truly create your own image and brand, you must still improve your service. For protection. Here is a simple comparison, not as an example of defaming a company, the investment in online advertising is large, and the authors who have a wide range of activities are concerned about "Haina data" and "digital engine", almost for a while As long as the source station must be placed on the site, but the same delivery of the former is indeed far from the consumer's heart because of the problem of post-service, the latter has gradually grown into a well-known brand in the industry, which reflects the importance of service. . To do IDC company to be clear about the concept, now is not the same as before to sell the product, but also need to provide more painful and thoughtful service than before the sale, is the company's rapid establishment of the IDC brand's top priority, The current competition is no longer a pure price war. The quality of the newly developed IDC company is not much different. The technical strength and experience are relatively weak, and the price is forced to change. Therefore, the service aspect is the focus of competition. It is impossible for any IDC product to have no problem at all. There is never any shortage, but how to solve the problem as soon as possible when the problem occurs, sum up the lessons. “The need of an eager consumer, what the consumer thinks” is what the newly developed company needs to do and think about. In addition to the need for a comprehensive after-sales service, able to positively answer customer questions, and actively cooperate with solving customer problems with a very friendly attitude, the enhancement of technical strength is also more important, so the newly developed company not only does its own service, but also It is necessary to strengthen the training of employees' technical expertise so that they can face all customer problems with professional and dedicated services, and provide quick and perfect solutions, which are recognized by customers and partners.
In summary, for IDC, which is rapidly establishing the new development of the IDC brand, promotion and service will become the key to the success of the brand strategy. Only one has a high standard of service and high technical support. Teams, network companies that are good at adopting various activities and cooperating with effective online advertising and planning, can quickly establish their own IDC brand image, or more people's recognition and good reputation. I hope that all newly developed companies can think more about consumers, despise and resolutely stop any behavior that deceives consumers, and truly implement enthusiasm and professionalism into their services to consumers. Only by doing so can we get the hearts of consumers and quickly improve their brand image.
Chapter 5: Online Media Promotion Plan
After several generations of hard work to conquer people, the city's river interception and comprehensive treatment projects have experienced ups and downs for more than a decade. Nowadays, the effect is outstanding and the effect is remarkable. The river also has a large number of outstanding and promising labor backbones. However, due to the lack of propaganda in the temporary period, or the negative publicity effect is too prominent, the public is not very understanding of the various aspects of river remediation, and even misunderstanding, which requires my water department to take the initiative to counterattack, joint various propaganda media, and actively plan and organize propaganda. With the civilianization and humanization methods, the public will be able to show the public the effects of river interception and comprehensive remediation over the years, especially after December, and inform the public of the difficulties in comprehensive remediation, and show the public planning and prospects to the public. The people have a bottom in their hearts and a spectrum in their brains. The interactive programs have provided me with a favorable platform through face-to-face communication.
First, the necessity of interactive programs:
The necessity of interactive programming is mainly based on the following two points:
Reversing the long-standing misunderstanding of the public on river remediation and striving for public support. There are many rivers in the city, and there are 231 main rivers. Due to urban planning and other reasons, river remediation has become a weakness. Because the media reporters do not understand the river governance, and in order to cater to the customer's sense of taste, the media has become the spokesperson of the people's gas outlet, the negative news has been continually, to some extent misleading the public understanding of the actual situation of river remediation. The interactive program has overcome this limitation. On the one hand, through face-to-face, you ask me how to answer the communication. Participating people can understand the actual situation of river remediation and let them know the most authoritative departments and individuals. At present, there are many difficulties in the work, eliminating doubts in the mind and avoiding misunderstandings caused by improper understanding by third parties. On the other hand, the relevant water departments can take the initiative in the program and actively guide the people to understand and support through positive public opinion. Think about the direction of river remediation work and strive for a good external environment.
Promote the corporate culture of the Water Investment Group. Through on-site demonstrations and interviews with people, the corporate culture concept of “Shang Shan Ruo Shui”, “Purification of Water Quality, Benefiting People” was deeply rooted in the hearts of the people. Through the mainstream media publicity, the Group’s influence was enhanced, and its popularity and reputation were established to lay the foundation for the development of the Group and its subordinate units. Favorable tone.
Second, the feasibility analysis of interactive programs
Site feasibility:
The location of this interactive program was innovated, and it was planned to select one of the rivers and rivers from the rivers and rivers where the effects of interception and comprehensive remediation were more significant. The main reason is that the rivers and rivers have been listed as the key rivers for improving the effect before March 30, and the citizens are more concerned; the second is to engage in programs on the riverside to achieve immersive purposes and directly show the citizens the results of river remediation. Targeted, the program effect is easy to reflect.
1. River: The river roads are almost exclusively water towns, and pass through relatively dense areas such as villages. The advantage of holding activities here is that it can not only display humanistic characteristics, but also attract popular popularity, expand the influence of the program, and enhance the publicity effect. The disadvantage is that there are many unforeseen factors in the recording process, and it is not easy to adopt live broadcast.
The river has now completed the interception of the sewage. Among them, a small square park is planned to be built next to the Zhongyu section. It is expected to be completed from June to July. It is recommended that media interactive programs be held in this square.
2. River: Most of the surrounding areas of the river are elegant, beautiful scenery, quiet in the middle of the river. The activities held here are not easily disturbed by the outside world, but the influence will not be too wide.
The Xiaxian section of the main road of the river main power plant has been intercepted. It is planned to build a green belt in the artificial lake from the street to the east section of the power plant. It is expected to be completed in mid-June.該綠化帶也可作為該節目場地，但場地空間不一定能滿足需要，需要待節目形式及綠化帶規模確定後才能知曉。
時間可行性：
建議該治水論壇定在6月舉行。
1.兩河雖然定為3月30日之前見效果，但由於其堤岸及周邊綠化屆時還在建設中，因此，需到年6月30日前，兩河綜合整治工作才基本完畢，時機比較成熟，有條件向外界展示成果，在全市範圍內進行大規模宣傳。
2.6月正值夏季，適宜戶外活動，光線充足，節目錄製質量容易保證。
合作可行性：
為配合大型國際賽事會，河流整治為集團和媒體今年宣傳的一大重點，由於治水較為分散，一直以來，媒體較難捕捉到較為準確、全面的治水信息，加之今年治水新聞媒體見光率明顯增大，相關媒體在“城市論壇”中也涉及過治水內容，媒體也希望通過該項節目增加收視率和影響力，因此合作錄製節目的成功率較大，共同打好這場“治水戰役”。
大環境的可行性：
治水工作作為今年的一項重點“民生工程”，重要程度不言而喻，市委、市政府及水務部門已經排好時間表。從大環境上講，該項工作得到全市各方面的大力支持。因此，錄製治水訪談節目上得政力，下得民心，在邀請各級領導參與，誠招熱心觀眾等方面應該不會遇到太大的困難。
三、治水互動訪談節目設計
欄目描述：
1.播出形式為與嘉賓及現場觀眾交流互動形式，現場觀眾30人左右，錄播，如果節目播出後反響不錯，可考慮做成系列節目。
2. 播出內容為：一是市水務部門嘉賓向市民講述污水治理工作歷史，近兩年取得的治水成績，存在的困難，業主代表講述自己在治污過程中所經歷的各種故事，選取能夠打動觀眾、引起共鳴的經歷講述；二是採取現場問答的形式接受觀眾提問，回答市民關心的問題，不過問題及提問觀眾最好提前指定；三是採用展板展示河和河兩河的歷史淵源，整治過程和整治效果；四是通過簡單的文藝表演展現水務投資集團及其下屬單位企業文化；五是穿插情景再現等影像資料，涉及河或河概況介紹，整治前、後對比照片，河流整治的簡要過程，治理後前景展望。
3.播出時間：建議選擇在周末黃金時間段。
節目特點：
本節目主要在於寓情於事，寓情於實，節目要能拉近和觀眾的距離，能夠吸引觀眾的積極參與，並且倡導市民珍惜、愛護水資源，保護水環境的生活觀念。除此之外，與其他訪談節目不同的是，內容多樣化，節目融入影像資料短片、文藝表演，使節目更具可觀賞性。
節目內容：
1.嘉賓與主持人面對面訪談
2. 河或河史料回放
3.與現場觀眾交流
4.文藝表演
以上內容視情況可相互穿插，節目時間為45-60分鐘，中間可以適當穿插廣告。
四、人員設定：
合作媒體：
電視台作為本土主要媒體，忠實觀眾相對較多，反映本土地方文化特色的節目較受歡迎，收視率較高，建議與其合作。
人員設定：
現場人員分為四大部分：一是主持人1名，建議聘請專業主持人或由合作媒體指定，主持人應該能夠充分引導嘉賓及調動觀眾的情感；二是受邀嘉賓4名，包括市水務局、市水投集團、污水治理公司相關領導及大學環境工程專業學者、民眾代表；三是現場觀眾，建議先報名，後篩選，人數不超過30人；四是文藝表演人員。
五、節目宣傳策略
建議採用欄目形象宣傳片策略進行宣傳，這是提升節目影響力的又一種重要手段，長度在20秒左右。欄目形象宣傳片的立意要高，要能代表整個欄目的特色和地位。 畫面音樂也應非常講究，視覺衝擊力要強。形象宣傳片有如欄目的廣告，不僅要講究創作手法，還要講究創作主題。具體宣傳渠道可以利用媒體優勢，在電視台、城市電視等渠道進行宣傳。
6. Budget:
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