Four publicity program planning
In order to ensure that things or work safely and smoothly, often need to be formulated in advance program, the program is the most complex of the contents of the plan. Then how to develop the program? The following is I help you organize the publicity program planning 4 articles, welcome to read, I hope you can enjoy.
Publicity program planning Part 1
According to the specific work requirements of the "Hainan Provincial Bureau of National Taxation Tax Service Specification Implementation Program" (Qiong Guoshuifa [20xx] No. 190), in order to expand the effect of publicity and better serve the taxpayers, the publicity program is now formulated as follows:
A guiding principle
Effectively implement the transformation of functions, the taxpayers, the publicity program is now developed. p> Effective implementation of the requirements of the transformation of functions, decentralization, comprehensive standardization of municipal tax services, both for taxpayers to provide specific guidelines for tax, but also the tax cadres to carry out tax services to make the basic provisions of the taxpayers, maximize the convenience of taxpayers, maximize the standardization of taxpayers, to ensure that the results of the mass line of education and practice activities on the ground to effectively enhance the taxpayers' satisfaction and compliance with the tax law, and to establish the tax authorities good The social image of the tax authorities.
Second, the division of responsibilities
The publicity work of the tax service norms by the tax service center and the Office of the *** with the organization and implementation of the branch, each section is responsible for doing a good job in the implementation of the specific work. Among them:
The tax service center is responsible for the organization and coordination of the publicity work; it is responsible for the publicity work of the tax service hall; and it is responsible for the information publicity work of WeChat and other news media.
The office is responsible for liaison and communication with the news media, as well as the preparation of publicity information manuscripts; it is responsible for the printing of tax publicity posters, leaflets, publicity materials and publicity banners; and it is responsible for the publicity work of the portal website.
Each branch office is responsible for the distribution of relevant publicity materials.
Three, publicity activities arrangements
"Tax Service Code" work to the tax service hall, portal, 12366 hotline, and WeChat as the main publicity carriers, to the news media as an important publicity channels, the specific publicity activities are arranged as follows:
(a) tax service centers to be in the tax service hall (a) The tax service center should post the tax propaganda poster of Hainan State Tax in the province to implement the "National Tax Service Code for County-level Tax Authorities" and place the propaganda leaflet; use the electronic display screen for propaganda;
(b) Each branch should use the 12366 short message platform and the "Tax and Enterprise Pass" to send out group messages to inform the taxpayers that Hainan State Tax in the province is not a tax service code.
Fourth, the work requirements
Each branch, each section should fully understand the important significance and far-reaching impact of the work of the implementation of the Code of Taxation Service, adhere to the correct public opinion guidance, widely publicize the implementation of the Code of Taxation Service and the main measures and specific practices, and actively guide the taxpayers on the standardization of the work of the taxpayers' expectations of the Office of the taxpayer service. The office should make full use of radio, television, newspapers and magazines, networks and other channels to widely publicize and report, create a good public opinion environment, and establish a good image of the national tax in the society.
Activity Background:
The community is a part of the population of a city, and promotion in the community can directly communicate with consumers face-to-face with affectionate communication and service, which can give consumers the greatest degree of trust, and have the best effect on the promotion of the brand. In particular, the hospital as a service industry, must not be in the past that kind of high attitude to operate, waiting for the queue of patients door to door, now the market competition is fierce, must be from the community, from the grassroots place to do a good job of all the service work, so that consumers trust us, identify with us, so that they know that there is a disease of the mouth directly to the Hangzhou Stomatological Hospital for treatment.
Target community analysis: Tiancheng community is located in Tiancheng Road and Qiu Tao Road junction, the community is part of the Zhakou community flanking the lot, surrounded by Pu Jia Xincun, Ji Shen Xincun and other communities, due to the community's personnel structure is relatively stable, the flow of outsiders is not large, so it can be preliminarily judged that the number of other years of teenagers crowd in the above data close.
In view of the above data show that this community is a typical old Hangzhou original residents of the community, so this activity should be pursued to maximize the social effect of the main, the cultivation of potential consumers as a supplement. Through the community Yizhen activities consulting to consolidate the status of Hangzhou Stomatological Hospital in the minds of the public, to achieve the brand horizontal pull.
Two, activity mode:
Activity theme: _____ pregnant women oral health care _____
Activity time: ××××
Activity location: Tiancheng Community Activity Center / Tiancheng community meeting room on the 2nd floor
Activity objectives: 1, to further enhance the Hangzhou Stomatological Hospital Further enhance the brand image of Hangzhou Stomatological Hospital in Hangzhou city and establish the unshakeable position of the cutting-edge clinical hospital. To lay the foundation for the future expansion of the hospital and develop a new development model.
Because this activity involves the community specificity so this activity to pursue the social publicity benefits as the main goal.
According to the current positioning of the hospital, the development of appropriate publicity policy, to achieve the minimum consumption of publicity costs, to produce the maximum economic value and social value.
Third, the content of the activities:
This activity has been a combination of physician clinics and expert lectures, the highlights of the activities to the "pregnant women oral health care" health education. And adolescent dental dental health care prevention as the entry point for publicity.
1, the activities of personnel, equipment:
indoor lecture sound equipment contact community to provide
experts 1-2 consulting physicians 1-3
nurses, site staff a number of
2, the scene set up:
the scene hanging activity theme banner
the production of the activity of the backdrop, the scene of the medical consulting area Layout
Activity publicity display board layout (medical record publicity samples, health education samples)
Image publicity products (albums, x-racks, on-site pop, etc.)
3, the process of the activity:
8:30, seven staff to the party site around the distribution of activity leaflets, layout of the activity site for the activity to create momentum. (Work focus: staff selection, personnel clothing / ribbon preparation, station, job duties,
a, outdoor stage: 9:00 - 11:00 Consulting doctors and nurses on time, the activities unfold.
The physician's clinic consultation is the main focus while combining the preventive health section of the community lectures to publicize. At the same time to give souvenirs
b, indoor stage: 3:00 - 5:00 pm
In order to solve the majority of pregnant women's oral problems, to ensure that their health and the normal development of the fetus, the hospital this time to provide "health experts to send door-to-door" service, sending the province's leading experts in the Tiancheng community to carry out the "health experts to send door-to-door" service. Famous experts in the Tiancheng community to carry out "pregnant women oral health care" health education. (Through the introduction of professional knowledge, advocate the care of teeth from pregnant women to start the health concept. Inform the public, especially pregnant women, oral health care during pregnancy is not only related to the health of the pregnant woman herself, but also affects the health and development of the fetus, is a new generation of a nation affecting the health of the body and oral health of a big problem, so caring for the teeth should be from pregnant women to start).
Where to participate in the lecture of the pregnant women, our hospital to provide all the consultation, examination, treatment services, and free of charge for each pregnant woman to establish a health file, regular visits, during their pregnancy, where to our hospital to Jane are free of charge registration fee (except for specialists, special diagnostic section) while giving souvenirs
Fourth, the activities of the hype:
1, before the hype:
a week in advance of the print media event advertising and news
a week in advance of the radio program publicity
a week in advance of the network publicity (Hangzhou home page news)
2, after the hype:
the whole of the live radio broadcast
television news reports
plane
Description: As a powerful auxiliary means of pre-event promotion, medical publicity personnel went into the community to conduct face-to-face event publicity
2 Give 100 copies of youth oral health checkup cards (news copy as the theme)
Time: One week before the event and the same time as the "Smile Angel"
Location: Hangzhou major representative communities
Location: Hangzhou, China p>
Location: Hangzhou major representative community
Description: our hospital to produce youth oral health checkup card card can be free to come to our hospital for a health checkup 3 times, the consultation can be free of registration fee (excluding the expert clinic)
3 set up the "Hangzhou Youth Dentistry Dental Disease Prevention and Treatment Center"
Activity cost budget (slightly)
Publicity program planning Part 3
First, the purpose of publicity:
Harmony network is committed to providing users with the most convenient shopping. Adhere to the "mouse to shop in the supermarket, do not have to queue up, convenient and affordable door-to-door, online shopping for a new life," the operating concept, and continue to forge ahead, and strive to build the Harmony network as your side of the most intimate daily life needs of the supplies provider. 20xx end of the year, the Harmony convenience stores first laid in Zhengzhou City and gradually expanding to other areas. The development of online coupled with the extension of offline, will bring customers a more thoughtful, convenient buying experience.
Ha Mei network is now operating in the goods are mainly casual food, local specialties, kitchen commonly used, daily necessities and so on. Next, some of the family commonly used, daily necessities, boutique small appliances and other categories of goods will also be online. Compared with traditional supermarkets and convenience stores, Harmony not only operates a number of local specialty foods and creative products that are usually not easy to buy, but also has a certain price advantage over offline supermarkets. Warm and considerate service, the convenience of home delivery will give customers an unexpected convenience and affordable.
Therefore, the advertising and publicity work of the Harmony Network in both breadth and depth to form a wave of momentum, to achieve the following aspects:
1, in Zhengzhou to the surrounding counties and cities should have a positive and extensive social impact, and favorable expansion of the Harmony Network's popularity and influence.
2, improve and establish the brand image of Ha Mei network.
3, timely publicity Ha Mei network of service facilities and products.
4, do a good job of hamei network recruitment publicity and staff training.
5, to enhance the theme of hamei network publicity and social image and influence.
Second, the publicity strategy:
1, the pre-publicity of the time can be roughly divided into five phases, layer by layer, and gradually set off a climax.
A, warm-up phase: early September to mid-September, belonging to the pre-publicity warm-up period, make a good job of Harmony's recruitment of staff publicity, the organization of three promotional vehicles Harmony's body packaging, in-depth in Zhengzhou counties on the one hand for the distribution of information for the promotion of the brand image, on the one hand, to the counties and cities, the promotional vehicles stop to play the banners for large-scale on-site recruitment of staff, when the local news media in advance. News media contact in advance, as a local news hot spot (for the local employment problem) to render, the effect is better than doing pure newspaper and TV ads and do not have to spend any money, why not.
B, the initial stage: mid-September to late September on the Ha Mei network 's overall image of the initial publicity, including staff training and business training.
C, the middle stage (brand image establishment and concept penetration period): late September to late October, the overall image of Ha Mei network in-depth publicity, focusing on the report.
D, the climax stage: late October to early November, according to the preparatory work of the Harmony network ready to carry out on-site in-depth coverage.
E, ending stage: early November to the official opening time, summarize the review of the pre-opening of the publicity, analysis and evaluation of the effect of advertising, in order to do a good job of Ha Mei network of formal overall activities of publicity planning.
2, spatial radial publicity, the formation of shockwave effect: mainly in the media selection, Zhengzhou local media, the region's counties and cities, media, interconnected media combined.
3, three-dimensional all-round publicity: newspapers, radio, television, Internet, DM Postal Express, outdoor advertising and other all-round impact.
4, in the time and space cross, three-dimensional publicity at the same time, pay attention to highlight the key points, in-depth coverage.
Third, the main points of publicity: (news points)
1, to "use the mouse to shop in the supermarket, convenient and affordable door-to-door" as the theme of the rendering of the pre-propaganda momentum.
2, by going down to the region's five counties and cities to publicize and large-scale on-site staff recruitment activities, as a local news hotspot for publicity and hype, to create a very good brand effect and service image of the Ha Mei network.
3, after a series of publicity campaign, in the minds of consumers throughout the region of Zhengzhou, the initial establishment of Ha Mei network brand awareness and goodwill, to promote, to ensure that the Ha Mei network hit the ground running, and as an opportunity to attract consumers in neighboring cities.
4, through the publicity, so that Ha Mei network business philosophy and brand image deep consumer.
5, through publicity, to attract more knowledgeable people to join the Harmony network, and Harmony network **** create great things.
6, focusing on publicity to reflect the social nature of the Ha Mei network and the Star Sword enterprise love, for the enterprise to capture the maximum return on social benefits.
7, highlighting the mass, participatory points, the "Harmony Network Prize Knowledge Quiz Competition" activities to a climax.
8, as the region on the scale, grade, multi-functional e-commerce enterprises, to publicize the brand image and impact of the Ha Mei network.
9, do a good job of Hamei network activities and publicity preview of the opening day will be held on the large-scale "in this life - Hamei network" 8 pairs of collective wedding activities and 8 pairs of new people looking for advertising.
Fourth, special promotional activities:
1, Hamei network of staff training activities: in-depth staff training site to shoot the staff of the military training images, and then broadcast through the media or published through the picture, reflecting the spirit of Hamei network of staff and the work style of militarized management.
2, Hamei network staff business training: in the staff's business training will invite the industry's leading experts to give lectures.
3, ha sister network engineering progress on-site reporting activities: in the field, "the last battle xx days, to the people of Zhengzhou to hand over a satisfactory answer sheet" as the theme, held staff, construction units, decorative companies, a hundred signatures of the big event. In order to create a social hotspot, so that the ha Mei network into the social fashion.
4, in the pre-opening of the publicity period, since a special issue of Hamei network (four single-page color newspaper), held a "Shengshi Kang Yan prize knowledge answer sheet contest" activities, including the Hamei network's business philosophy, introduction, pictures and so on. Colorful, illustrated, informative, beautifully printed. Set up generous prizes to motivate the masses to participate in the enthusiasm.
Fifth, the press conference:
1, the first:-
Time: to be held in late October
Content: the overall introduction of the girl network, announced the official opening information.
Purpose: mainly through the press to all sectors of society to convey information on the overall image of the Ha Mei network to publicize, in advance of this large-scale opening ceremony to inform the public, to form a focus of public expectations.
2, the second:
Time: to be held in mid-November
Content: focusing on the progress of the implementation of the Ha Mei network, to the press to disclose the opening ceremony will be held in a series of major events.
Purpose: the prelude to the opening of the Ha Mei network and in-depth coverage, to provide a strong publicity campaign for the Ha Mei network.
Six, publicity and media forms:
In view of the special nature of the media in Zhengzhou, the lack of strong media. Therefore, in order to center, cover the surrounding. Print media (brochures, posters, DM flyers, etc.), promotional vehicles and other traditional media as the main body, integrated television, newspapers, radio, Internet, outdoor advertising and other publicity channels; focus on news, feature stories, soft publicity. Advertising appeals in the early stage of rationality, emotional combination, the middle of the heavy rational appeal, focusing on emotional at the end. Advertising media selection of the basic principles are: print media as the leading print media, the launch of the functions and features of the Harmony network of publicity; outdoor media (giant mantle, billboards, light boxes, banners, T-flags, colorful flags, ribbons, airborne, POP banners, etc.) to fully support the rendering of the atmosphere, to expand the impact of the publicity and the sustained force; television media with the image of the Harmony network of publicity; the newspaper media to support the focus on the whole area of publicity and opening announcement. Publicity and opening notice.
1, newspaper:
You can choose the newspaper publicity. Opened "Ha Mei" column, special edition, in-depth coverage. The form of advertising is mainly soft advertising, with a small amount of news hype, put a low-cost column ads;
2, TV stations
production of special ads, choose a good channel in the prime time broadcast. The advertisement form is based on 30 seconds image advertisement, with 15 seconds advertisement.
3, radio
Full advantage of the Loudi radio "traffic channel" of the popular live program, various forms of interviews.
4, DM postal delivery
Due to the lack of strong media, so self-created media distribution has become our solution to the main means of dissemination, we specifically designed a "Ha Mei" DM ads special edition (quarto coated paper printed in color on both sides), the issuance of 20,000 copies, one is through the postal network directly clip newspaper delivery. Secondly, the household directly to the surrounding residential areas; thirdly, the organization's staff in the streets along the street distribution (to contact with the Trade and Industry Bureau Advertising Section) can be beautifully designed DM can achieve the best publicity effect, publicity period is long, can be used as a key promotional media.
5, promotional vehicles and bus body advertising
Coordinated by the Group Office, requesting the Traffic Police, the Urban Management Bureau agreed to promotional vehicles, the organization of 3-4 vehicles in the Evergreen Road, Dixing Road, Fuqing Road, Le Ping Street, and so on along the line of publicity. Propaganda car has a long time, mobility, wide publicity, and more economical, in addition, you can choose to run in the city a few major trunk buses, do a few Ha Mei network of body image advertising.
6, advertising gifts
beautifully designed for guests of different identities to give the nature of publicity advertising gifts (such as: T-shirts, postcards, lighters, ties, keychains and so on with the nature of the advertising gifts) in the relevant activities given away.
7, soft advertising (related reports)
Invite relevant newspaper reporters to organize symposiums (or press conferences), the phenomenon of online shopping as the theme of the news, all directions, all angles of publicity and reporting, so that the newspaper has the text, the TV has the image, the radio has the sound. To the "Shengshi Kang Yan" officially opened a week before the main media and then published a summary of the depth of the report.
Effect: After careful planning, meticulous organization, all-round multi-angle publicity, all departments to coordinate and efforts, I believe we can get a welcome return.
8, network advertising
Network advertising as a modern means of extensive publicity, reporting. In the website to publish recruitment information. You can establish hamei net their own specialized website, and the major related professional websites to connect, advertising and promotion, to expand the dissemination of efforts.
9, cell phones and SmarTone SMS advertising:
You can contact with the mobile company and Unicom, the Office of the Telecommunications Bureau, through the communications network from time to time to release recruitment ads and opening time of the message.
VII, advertising area
-- newspaper ads: the whole region and the national public circulation of newspapers;
VIII, the capital budget
1. 3 publicity car rental fee : 5,000 yuan. (200 yuan / Taiwan / day)
2. 3 promotional vehicle body wrapping production costs: 3000 yuan. (Photo painting, 1000 yuan / Taiwan)
3. Internet publishing fee: 20xx yuan. (First choose 3 publish recruitment ads and image publicity)
4. Communication SMS release fee: 1000 yuan. (Mobile, Unicom, SmarTone)
5. Television: 10,000 yuan. (Gradual investment after the mid-term stage)
6. Newspaper: 10,000 yuan. (Gradual investment after the mid-term stage)
7. Radio: 3,000 yuan. (Gradual investment after the mid-term stage)
8. Outdoor advertising: 5,000 yuan. (Climax stage began to invest)
9. Bus body advertising: 5,000 yuan. (Intermediate stage after the start of gradual investment)
10. Advertising gifts: 10,000 yuan. (Mid-term stage to start buying production)
11. Other: 10,000 yuan. (unforeseen costs)
Total: 70,000 yuan.
A successful publicity and promotion should integrate the use of advertising, public relations, POP, promotions, DM and other means of all-round three-dimensional communication. However, at present, according to the financial situation and the progress of the project at this stage, it is not yet suitable for large-scale comprehensive advertising campaigns, so it will be in practice to develop their own brands and markets, supplemented by relevant newspaper soft and TV news reports, to customers as the main medium of communication, highlighting the people-oriented humane publicity strategy. After the mid-term stage, the publicity can be unified planning, unified tone, unified deployment, layered responsibility, step-by-step implementation of the "three unity and two points" principle to start, to take the point, line, surface combination of ways, the extensive use of television, newspapers, radio, network, outdoor advertising and business letters, postal ads, posters and other media, and then a full range of publicity! "Shengshi Kangyan's service functions and facilities, and convey the brand-new business concept of Shengshi Kangyan. The pre-opening publicity will focus on the middle-aged and young people who have strong consumption ability, high consumption potential, and are easy to accept and try new things on the basis of general publicity.
publicity program planning Part 4First, the enterprise set
Company Name:
Company Profile:
Company Location:
Company Organization:
Company Logo:
Company Logo:
Suzhou So-and-so Design Agency Co. Suzhou Design Agency (to be determined) To be sorted out To be determined General Manager, General Manager, Marketing Director, Sales Director, Design Director, Customer Service Representative
Second, the company's philosophy and culture: to be determined and organized
Third, market analysis:
1, the advantages of the collection of research and development, design, photography, sales in one, to create the most influential Suzhou Commercial photography and industrial photography and brand image design leader, with a unique design style and modern design concepts, as well as obsession with photography, unique vision, dedication to work and dream of perfection.
2, disadvantage: the shortage of professional photography sales people and insight into the market needs to be improved.
3. Threats:
1. There are a lot of branded companies with equal strength in the market, which is very competitive.
2, the gap between market prices and manpower
3, corporate financing difficulties, economic pressure.
Fourth, the main products
1, commercial and industrial photography, publicity film 2, corporate VI design and advertising design 3, corporate website construction and promotion 4, corporate event planning and ceremonial celebrations
Fifth, for the customer base and market positioning
1, the main products Suzhou, Wujiang, Kunshan, Changshu, Zhangjiagang and other areas, while facing the town, high-grade hotels, enterprises and factories, real estate, schools;
2, in the high-grade hotels and large factories in the region to launch a high-quality, high-grade, high quality service, with unique design concepts and image planning.
Six, marketing strategy
1, personnel promotion: the use of fresh college students in front of the store to set up counters, free distribution of the company's promotional materials and small gifts.
2, DM leaflets: distribution of neighboring cities, through the folder newspaper, distribution and other means of publicity.
3, network promotion: through the posting and microblogging and forums and blogs, the introduction of relevant information, the production of the company's website, through optimization to reach the first page of Baidu, Baidu promotion when necessary to promote.
3, media advertising: through some of the cheaper newspapers can land ads.
4, business promotion: the main time for the company's anniversary, New Year's Day, Christmas, Mid-Autumn Festival, National Day, Chinese New Year, Valentine's Day, to a shot to send or a do it to send, giveaways, discounts, and other modes.
Seven, the cost of the budget
1, registered capital: founded in 20xx, registered capital of 500,000 yuan, is a professional in Jiangsu to design, shooting, planning as one of the design agencies, the company has always been to innovation, innovation, exploration is our goal, to provide customers with a perfect service is the purpose of our door.
2, site costs: the company location to be determined, covering an area of about 80 square feet (average 40 yuan / square) roughly 3,200 yuan / month;
3, personnel costs: a design director: 2,400 yuan / month sales director: 1,400 yuan / month with commission, customer service staff 1: 1,800 yuan / month,
4, equipment costs: to be determined
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