I. Preface
II. Theme of the celebration
III. <Advertising>
Planning Expected Objectives
IV. Pre-celebration
V. Opening Celebration Activity Settings
VI. I have made a small case in the planning program, I recently saw the talk on the more novice, this small program just stepped into the planning industry's best learning materials for newcomers, because this program is simple and practical.
Two, the opening ceremony theme: to create a five-star health club.
Name is smooth, a good theme itself is a good advertisement, the success of the event has a pivotal role. The ideal theme naming effect is to allow consumers to fully feel from the theme of the company advocates a value (Himalaya advocates a return to the nature of the essence of the exquisite lifestyle and leisure), thus creating a sense of conviction and admiration, that is, to achieve the effect of the name is smooth. "Create a five-star health club." This theme can fully reflect the company's strength from the side where it can also fully reflect the consumer friends of a value orientation. Because of this, I think this theme is exactly in line with the requirements of this activity.
Three, the planning of the expected goal
Opening ceremony activities carefully planned for the purpose of rapidly conveying the message of the opening of the xx fitness club and enhance the xx fitness club's social reputation and the appeal of the service and entertainment industry, reflecting the industry's leading position, reflecting the theme of the opening of our "create a five-star health club. " The traditional opening ceremony promotional model has formed a fixed pattern, gradually flow into the program, discount + gold + gifts three sets of promotional tools has been difficult to effectively attract target customers, often businesses invested a lot of manpower, material resources, financial resources, and consumers simply do not buy, and simply can not achieve the desired advertising effect. The opening ceremony promotions want to achieve a sensational, super popular effect, must boldly adopt a new opening site atmosphere and unique integrated marketing model, guide the Shunde service entertainment industry marketing the most new wave.
The expected goals of the activity are as follows:
1, make the xx fitness club opening activities of the information has been widely disseminated, so that more target consumer groups to participate in this activity.
2, deepen the impression of xx fitness club in the minds of the majority of target consumers.
3, no matter from the preliminary planning or the implementation of the latter are striving to achieve an unprecedented sensational effect.
4, in the peer group to create a later are on top of the situation, become a dark horse in the peer group.
5, enhance the self-confidence of internal staff.
Four, the activities of the preparatory work
(a) pre-opening advertising
In order to reach the general public informed of the opening of the xx fitness will be the joyous news, take this opportunity to spread the culture of xx fitness will be the opening of the new store to lay a good foundation for a hit.
1, "Pearl River Business Journal" or "Shunde Newspaper" (depending on the actual situation)
Published content: a, about the opening of the xx fitness club information. b, about the opening day activities.
C, about the xx fitness club corporate culture information. D, about the participation in the opening of the lottery participation methods and gift distribution information
Role: release of festive congratulatory ads, to create an atmosphere of the opening ceremony, the opening period of the flow of traffic and the degree of public attention plays a leading role.
Publishing specification: 1/6 page
Publishing date: Monday, May 25, 2006, Saturday, May 30
Publishing media: Pearl River Business Journal
2, beautiful albums (5,000 copies), and the sending of the opening souvenirs (VIP customers to send professional yoga mats, etc.)
Publishing content: a, new store Layout characteristics, b, corporate culture promotion, c, special service promotion
Role: With the opening of the timing, the design of a unified VI for brand dissemination.
Opening must be information about xx fitness will be the company's VIP customers will certainly be the main source of business, such customers must be protected, in the form of clubs or with the issuance of VIP card form of locking this part of the customer source, will be the basis for a large natural source of constant flow of customers. Therefore, there must be an overall set of publicity programs, systematic dissemination of corporate culture, in this regard, the best selection of beautiful albums, issued during the opening period, the atmosphere is just right, not contrived.
Issue method: placed in the opening ceremony gift bag, each guest a copy;
3, the city outdoor advertising
Published content: a, xx fitness will be opened information. b, can accurately express the xx fitness club corporate purposes of the image of the screen
Role: the use of lifelike advertising paintings for the community to announce the big day xx fitness will be open to celebrate the atmosphere and brand communication. The advertisement highlights the atmosphere of XX Fitness Club and the brand communication. The advertisement highlights the momentum of the XX Fitness Club and the "industry leader" style, outdoor billboard advertising must be in the center of the city hall square or the main section of the national highway, can not be cheap, to the big advertisement, luxury as the first consideration.
Release date: May 20, 2006 - May 25, 2007
4, color leaflets clip newspaper issue
Release content: a, the new store decorations b, the layout characteristics c, the service characteristics d, the opening period into the membership of the relevant preferential policies e, the relevant with the participation of the Opening lottery method (prizes can be appropriate discount for membership fees, the special prize can be exempted from one year membership fee in order to bring up the interest of participants)
Role: clip the newspaper issued a wide range of coverage, the target customer base is clear, gimmicks are bound to attract the attention of the public and will be happy to participate in the activities held at the opening of the new store, thus achieving the effect of publicity.
Interleaved with the media: "Pearl River Business Journal"
Published: 50,000 copies
Published: May 20, 2006 - June 25, 2006
5, Shunde or Foshan Television station coal body placement (only one week before the opening of the appropriate placement, after all). (The cost of television advertising is expensive but the effect may not have to see very welcome)
Published content: a, xx fitness will be opening information b, opened within a week of joining the preferential method
Role: television advertising has the characteristics of dissemination of information fast and wide area, in order to fully create a stirring atmosphere of the industry at the time of the opening, in the opening of the week before the opening of the night for a number of times rounds of the broadcast is necessary. After the opening depends on the situation to decide whether it is necessary to make this advertisement.
(ii) the opening of the late advertising focus
After the opening of the advertising operation strategy can not be the same as before the opening in order to create a sensational atmosphere, at this time should focus on the concentration of effective advertising resources with a focus on the target consumers. In the target consumer are more concentrated places to carry out some public relations activities.
such as program one, in the city design center Zhonglou Park every night there are some dancing enthusiasts every day spontaneously gathered here, the major merchants also often held promotional activities in this, and therefore become the Shunde popularity of the most prosperous section, if you can make reasonable use of the resources of the club at the appropriate time to carry out some activities in this publicity effect will be twice the result with half the effort.
Operating method: by the club to send some instructors in some of the public free of charge to teach the presence of some of the basic fitness movements, but also can be organized interested members to this short time performance.
Role: as a public service public relations activities, can make full use of people's hobby of fitness to let their consciously participate in the activities, which is conducive to the xx fitness club visibility and reputation of the improvement. (The key is the operation of low cost, the operation is good must be twice the result with half the effort)
(E) opening day activities set
1, ribbon-cutting ceremony
(basic content: lion dance - leadership speech - ribbon-cutting) -Fitness gymnastics and other professional performances -Attendees raffle -Banquet for some of the VIP (and raffle at the same time))
Ceremony procedures:
Opening ceremony is initially scheduled for June 1, 2006 at 11:00 a.m. In xx fitness will be held in the square. (If the company does not have a suitable site can be rented other plaza or hotel)
-9:30 venue music loud and clear, flags fluttering, welcome, marching band, lion team, Miss Manners in place, the staff ready to work;
(Note: the lion is a beast of the strong, the army for the people of the hope that the two at the same time, also a symbol of strength and momentum. xx fitness club not only to become a leading enterprise in Shunde, but also in the near future to build a national brand. (Because of these, no matter when and where should be the atmosphere, domineering image in front of the public)
--10:10 company leaders, guests are entering the field, Miss Manners for the guests for signing, flowers, lead into the seat, guide Miss Manners waiting at the entrance, ready to lead the work;
--10:55 Celebration of the Secretary of State, the Secretary of the Board of Directors, the Secretary of the Board of Directors, the Secretary of the Board of Directors, the Secretary of the Board of Directors, the Secretary of the Board of Directors and the Secretary of the Board of Directors. --10:55 celebration master of ceremonies (invited Shunde TV host as) announced that the celebration is about to begin, please leaders, guests are seated, please participate in the celebration of all personnel in place;
--11:00 celebration officially began, the celebration master of ceremonies recite Master of Ceremonies words of opening;
-- Master of Ceremonies read out the list of major guests attending the celebration;
-- Celebration Master of Ceremonies announced: xx fitness club opening ceremony began! (Golden drums sound for 10 seconds);
- The master of ceremonies invited the marching band to play a piece of music;
- The master of ceremonies invited the dragon dance team to perform;
- The master of ceremonies invited the lion dance team to perform;
- The master of ceremonies invited the lion dance team to perform. The master of ceremonies invited the lion dance team to perform;
--The master of ceremonies announced: please speak; (company leaders);
--The master of ceremonies announced: please speak; (VIP);
--The master of ceremonies announced: please speak; (VIP);
--Celebration emcee presided over the ribbon-cutting ceremony, Miss Manners led the company leaders, guests in place;
--Celebration emcee invited the leadership of the xx fitness club to preside over the cutting ceremony.
--xx fitness club leader announced: xx fitness club opening! (Leaders and guests cut the ribbon!)
--Ribbon cutting moment, music loud and clear, flowers in the sky, dragon and lion dance, the celebration to form a climax;
--A variety of colorful performances such as, aerobics or Latin dance, etc.,
--Other participants of the site lottery (the winner of the membership fee can be discounted, in fact, the role of the door)
------ in the song, the master of ceremonies closing remarks,
--End of the celebration.
2, the celebration atmosphere layout
(a) the club where the main road atmosphere layout
1, with a straight banner ascending balloons 8.
2, where the club is the main road along the road knife flag (after approval by the relevant government departments), to create a two-point line celebratory atmosphere;
(2) venue atmosphere layout
1, the venue with a straight banner with eight balloons;
2, the main venue front door above the celebration theme slogan "xx fitness will be"; the door of the opening ceremony. Opening Ceremony"; hanging above the door 1.5 meters in diameter semi-circular flower ball to embellish the atmosphere of the venue;
3, the door placed around the congratulatory baskets, 8 per side;
4, hanging flags in the appropriate venue to add a strong festive atmosphere;
5, ribbon-cutting venue in front of the front of the pre-positioning of the 10 columns of fresh flowers Shelf, ready for the guests to cut the ribbon and beautify the venue;
6, 5 meters of empty space in front of the ribbon-cutting trellis, ready for the lion dance team, marching band will be performed before the climax of the celebration at the end of the performance;
7, empty space before the neatly arranged rows of seats, ready to invite the guests to be seated;
8, the gate left to set up a large-scale welcome sign with the book "Welcome to all leaders, guests to visit us! Warmly welcome all leaders and guests to xx fitness club guidance!" Along the underground car park entrance roadside layout of a large congratulatory sign, written "Warmly congratulate the opening of xx fitness club" on the guests to express a warm welcome;
9, welcome to the sign next to a row of red cloth, flowers embellished sign-in desk, ready to let the Miss Manners to accept guests to sign in for guests to wear flowers.
(C), the event slogan slogan
1, warmly celebrate the opening of xx fitness!
2, warmly welcome leaders at all levels, guests, friends come to guide!
3, to create a five-star honored and comfortable health will
Six, the cost of the budget and according to the system (a)