A
First, the theme of the event: the Golden Horse House of millions of love for the old region
Keywords: public service activities public opinion publicity business hearts and minds of the promotional
Purpose of the event: public welfare and commercial combination of charity auction sale of marketing activities
Responding to the government's "construction of new socialist countryside" call and the "new socialist countryside" call.
Responding to the government's call for "building a new socialist countryside" and "youth home construction" care action, with the *** Youth League Wuhan Municipal Committee, Wuhan Care for the Next Generation Working Committee, Wuhan Youth Development Foundation, Wuhan Agricultural Bureau, Wuhan Bureau of Culture, Wuhan Health Bureau, Wuhan Evening News, Wuhan Broadcasting Bureau, Wuhan Evening News, Wuhan Love Culture Communication Agency, Wuhan Evening News, Wuhan Love Culture Communication Agency, Wuhan Evening News, and Wuhan Love Culture Communication Agency, Wuhan Evening News. Wuhan Evening News, Wuhan Love Culture Communication Center and other units to launch a large-scale public welfare activities "Golden Horse House million love for the old district".
Joint government agencies, social groups, news media **** with the organization, to enhance the authority of the activity, public welfare, news and credibility, which is the key issue of enterprise organization of public welfare activities.
In the upcoming sales off-season, the launch of large-scale public welfare activities closely linked to the Golden Horse House business projects and marketing activities, looking for digging news points, attracting the public eye, enhance the brand image, drive off-season crowds and sales, and pave the way for peak season sales.
The significance of the activities:
1, to enhance brand awareness and reputation: charity auction to help students is a public interest in the public welfare activities, to carry out this activity has several advantages, because it is a public service activities, so a wider audience, can quickly promote the brand, and the public awareness faster;
2, public opinion propaganda guidance and news hype: as a public service activities itself has a certain News value, through reasonable speculation as the Golden Horse House marketing activities to create momentum, enhance the public's memory of the Golden Horse House brand, cognition and good sense.
3, to enhance the corporate image and actual sales: for an enterprise, to obtain public recognition is the intangible assets of the enterprise, the better the social effect, the more can drive the company's performance soaring.
4, in line with the company's business philosophy: Xiao Kaixuan, president of the company's meetings have repeatedly put forward the sense of mission, in our comprehensive product positioning to solve the consumer's home furnishing pain at the same time, we should also be in the eyes of the media in the public mind to shape an image of the public good to create a good corporate culture, set up the values of the staff, through the operation of the hearts and minds of the grand project for the enterprise to lay a solid foundation for long-term development. Lay a solid foundation.
5, economic and social benefits win-win:
(1) through the integration of advantageous resources, effectively carry out the strategic objectives of the brand image;
(2) charity sales (charity auction) activities can effectively attract traffic to the store, thus enhancing the economic benefits, the public for the public welfare of the public service is more enthusiastic, through the long-term public welfare activities, you can get good social benefits;
(3) because the public welfare is the government departments are extremely concerned about a long-term cause, this activity and joint a number of government departments, so as to establish a good government image project;
(4) twice the result with half the effort in marketing and promotion effect: the event theme is prominent, distinctive subject matter, by the general public and the media, the government departments concerned about the degree of high; and the event itself is easy to operate, the hype space is large; and Interaction with merchants, less investment, can achieve twice the result with half the effort of brand promotion.
Second, the sale (auction) activity analysis:
1.
2. Activity time: May 2006 to start, to, in nearly a year's time to carry out a series of charity sales auction and donation activities.
3. Sale of product sources:
(1) sponsored by the House of the Golden Horse merchants auction sale of goods, especially sanitary ware, flooring, tiles, cabinets, electrical appliances, furniture and other nationally renowned brands of manufacturers have a strong sense of brand promotion, sponsorship of input products with a high degree of enthusiasm, agreed to public welfare sponsorship as a pretext for doing business promotional activities.
(2) At present, the company's Wuhu base still has a number of inventory furniture, bedding, etc., which can be used as charity goods.
(3) plans to organize 8-10 public welfare theme promotions and a number of donation activities in nearly a year, it is estimated that each time you need to provide 1-5 million yuan worth of furniture and building materials for charity sales, as donations to fund the old revolutionary areas.
4. Difficulty: This activity requires some manufacturers to cooperate with the provision of charity auction merchandise. However, participation in this activity can bring a number of tangible returns to the business, so it is feasible to persuade the business to provide auction items.
5. Launch time: May 27th and 28th, once a day, with a daily auction time of about 2 hours.
In the future, the auction will be held on 1-2 weekends per month.
Third, the object of support
The Dabie Mountain Revolutionary old areas in Hubei Province as the main object of support, you can penetrate into the old areas of Dabie Mountain, such as: Hong'an, Macheng, Dawu, Lutian, Yingshan, Huangpi, Xinzhou, etc., according to the different time periods, the organization of the brand tiles, flooring, sanitary ware, cabinets, cupboards, etc. Manufacturers to participate in the launch of the relevant theme of the promotional activities, for example, you can do the following thematic activities:
1.
1.July-August, after the college entrance exams launched to fund the old district college entrance exams
2.September, the 9th anniversary of the sun, such as the old generals hometown, for the old generals or their descendants of the relatives of the love
3.October, for the welfare institutions in the old revolutionary areas of the love
V. Media support
1.Wuhan Evening Post, "Help Action"
2. Wuhan Morning Post
3. Wuhan TV "People's Link"
4. Hubei Radio Station
Six, the auction operation rules:
1. The auction is a reserve-free auction, that is, all the lots start at 0 yuan, the bidders are free to call the price, the minimum shouting range of 50 yuan.
2. The auction lots are provided by the merchants of the Golden Horse House, the main lots are beds, mattresses, sofas, dining tables and chairs, sofa beds and other auction items.
3. The proceeds of this auction are used to subsidize the disadvantaged groups in the old revolutionary areas.
4. The auction was held in the square in front of the Golden Horse Building Materials Home.
5. The auction is a reserve-free auction, the final winner by the staff to the cashier to pay;
6. The auction is scheduled for May 27-28 at 3:00 p.m., in advance of the display of the auction items, by the host of the site details of its brand, features, etc. (content provided by the business).
7. The auctioneer announced the start of the auction, the auction participants began to bid.
8. Each call, the auctioneer on-site shouting 3 times, such as no one to raise the price, the auctioneer dropped the hammer, announced the transaction.
8. The staff site will be the last bidder on the stage, there are radio and television stations for live interviews.
10. Representatives of the product manufacturers to congratulate the consumer to become the Golden Horse House Love Ambassador.
Part II
I. Background
Shenzhen Food and Beverage Co., Ltd. is mainly engaged in "Yiqing" brand series of packaged water. Headquartered in Shenzhen High-tech Industrial Park, and has Shenzhen, Guangzhou, Chengdu, three production bases and a number of processing bases, with a total investment of 32,000,000 yuan, the enterprise to increase investment, with a strong system monitoring capabilities, real-time tracking of the factory without a barrel of water, to eliminate fake water, so that consumers can drink at ease, at the same time, barrels of water stores a strong service system and management system, the city's unified customer service center, computer networking with the stores The company's customer service center, which is connected to the computers of each store, carries out real-time information exchange, which greatly improves the efficiency and quality of distribution and service, and creates value for the users and improves the quality of life.
In order to establish a good image of the enterprise, calling on people to protect water resources, the enterprise plans a large-scale public welfare activities, activities to "if there is no water, what will life be" as the theme.
II. Purpose
The activity of the company in order to enhance corporate image, visibility and reputation, to seek their own development, to increase the publicity of the product, the publicity of environmental protection knowledge to the public, to attract the attention and support of the community, it is in this particular context, the company organized a city-wide water conservation activities.
III. Theme
What would life be like without water
IV. Objectives
In order to establish a good image of the company, extend the brand power and improve the credibility of the company, the company plans a large-scale public welfare activities to call on people to protect water resources.
V. Activity object
The general public
VI. Activity time and place
September 12 began, initiated by the Shenzhen Food and Beverage Company Limited advocacy, Zhuzhou City, the support of enterprises and institutions, specifically for the Yunnan region for three consecutive years of drought to provide free drinking water donation of large-scale public welfare activities, the organizers of the donation of 20 million yuan, the government, charity that institutions join hands, coupled with a strong media appeal, to encourage enterprises and institutions to vigorously donate.
October 12 morning to "if there is no water, life will be what" as the theme of the large-scale water conservation public welfare campaign held in Zhuzhou Yandi Square, while in the form of fund-raising like the public to collect donations, the publicity activities by the Shenzhen Food and Beverage Co.
In the afternoon of October 12, students from XX University also brought their own well-prepared programs, in addition to song and dance performances, to the general public to show the advanced water conservation methods, and for the promotion of water-saving technology to provide a platform for the display. Life saving water display and live demonstration attracted many people stopped to watch, the promotional activities by the Shenzhen Food and Beverage Co.
VII. Activity project flow design
Enterprise public welfare activities detailed planning program three enterprise public welfare activities detailed planning program three (a)
First of all, play the drought in the Yunnan region video, and then there is an invitation to the director of the Municipal Committee, the general manager of Shenzhen Food and Beverage Company Limited on behalf of the speakers, the holding of a donation ceremony, invited representatives of enterprises and institutions in the ChangZhuTan area, Zhuzhou Daily reporter, Xiaoxiang Morning Post reporter, Hunan Jing as media publicity. Reporter, Hunan via the media to publicize, call for enterprises and institutions to donate.
(2)
This activity is mainly in the form of banner signatures, poster publicity, distribution of pamphlets, balloons, etc., attracting many people to watch, while the form of fund-raising like the public to raise money, the activities of the public for the public to donate, and cordial interaction with the public, so that the concept of water conservation y rooted in people's hearts. Citizens have signed their names on the banner to make their own.
This activity aims to let the majority of students and citizens to understand the importance of water conservation, set up the concept of water conservation and awareness, and gradually develop a good habit of water conservation. The activity played a very good warning effect, but also expanded the company's social influence and strengthened communication with social groups.
(C)
This activity is based on college youth groups, singing and dancing to attract the general public, while demonstrating the life of water saving tips, how to save water? How to recycle water? And so on. The event attracted the public to stop and watch. At the same time to promote the public to save water, the organizers introduced, the activities will be through the popularization of water conservation knowledge, promote water-saving technology, publicity water-saving typical forms, multi-angle, omni-directional, wide coverage, uninterrupted, sustainable in the whole society to advocate water conservation, scientific water use. "To the concept of water, to the mechanism of water, to science and technology to water," in order to achieve the alleviation of water conflicts, to achieve harmony between people and water, and better achieve sustainable development to provide water resources security.
VIII. Media publicity
This activity has been widely participated in by all sectors of society to support the city people's government's top support, in addition to outdoor personnel publicity, banner publicity, brochure publicity, but also with the government's ability to television stations, the influence of the mass media, the active cooperation of the institutions, the publicity efforts of the television media, the activities of the review, and actively create a social effect, the initiative of the entire society **** With attention to water resources, water conservation.
IX. Schedule
September 12: appointment of government agencies, journalists, television stations, representatives of enterprises and institutions in Changzhutan
X. Material Preparation
Fundraising boxes, videos, brochures, banners, pens, posters, balloons, tables, chairs, carpets, invitations, etc.
XI. Cost budget
XII. Effectiveness evaluation
The campaign will be known to the public in Zhuzhou City, aiming to let the general public understand the importance of water conservation, establish the concept of water conservation and awareness, and gradually develop a good habit of water conservation. The activity plays a good warning role, and also expands the company's social influence and strengthens the communication of social groups.