Planning scheme of public relations activities
I. Theme of the event
Live an active and healthy life.
Second, the purpose of the activity
By sponsoring campus sports meetings of major universities in Jilin, we will publicize the concept of optimistic life, positive attitude and healthy body and mind to teachers and students in colleges and universities. Indirectly established a good corporate image, because the school market is large, occupying the university market plays a great role in my brand promotion and sales.
1, grasp tonality, highlight Coca-Cola's unique personality and enhance brand information.
2. Strengthen the popularity and reputation of Coca-Cola in the eyes of the audience.
3. Accept the brand and product features of Coca-Cola and form differentiated marketing with competitors.
4. Further strengthen the construction of brand emotion to provide more favorable support for the sustainable development of Coca-Cola.
Three, Coca-Cola market analysis and forecast
1, domestic market analysis
With the rapid economic development and product diversification in China, consumers' consumption has become more rational. ? Coke? In the eyes of many healthy new humans, it has become? Harmful to health? Yes, synonyms. The original mainstream cola has gradually become a non-mainstream beverage. However, due to the successful usurpation of the throne of healthy drinks such as fruit juice, functional drinks and health drinks, the image of healthy drinks has been achieved, and cola has become the main force in the beverage market. Coke is bound to become the representative of unhealthy drinks, a typical negative teaching material and rejected by more and more people.
As the main consumer group of Coca-Cola, the new generation has the characteristics of seeking novelty and novelty. Many of them are only children and grew up in a superior environment. They have innovative and rebellious ideas, and it is difficult to cultivate product loyalty. As a latecomer to the China market, Pepsi has struggled to beat the brand of teenagers and won the favor of a large number of teenagers with better advertising strategies.
The operating mode of Coca-Cola in China market also limits the development process. Coca-Cola Company is considering the overall strategic development in China, and they are pursuing market share and per capita sales in China. The sales growth of carbonated drinks in China is the ultimate goal that Coca-Cola pursues to make up for the depression of local and European markets.
The defection of PepsiCo bottling plant sounded the alarm for Coca-Cola Company, which had to make concessions to the bottling plant in some aspects, thus restricting the strategy of China market.
Although the development of new products has not stopped, there are very few outstanding people in the market. Some of Coca-Cola's new products were launched vigorously and soon fell silent. With the acceleration of the localization process of bottling plants, the corporate culture of Coca-Cola has been replaced by the own culture of cooperative groups.
2. Present situation and future forecast
Coca-Cola Company dominates the soft drink market in China. An independent and authoritative consumption survey in China shows that Coca-Cola has been selected as the most popular beverage in China for eight consecutive years. Its biggest competitors are still Pepsi and local beverage manufacturers.
Although there are problems in China and the world to varying degrees, as an industry leader, executives with powerful Coca-Cola assert that China will become the third largest consumer market after the United States and Mexico.
Four. Activity background
Our company will be stationed in Northeast Li Dian University, Beihua University, Medical College, Railway Vocational and Technical College and Industrial Vocational and Technical College in May this year to participate in the spring sports meeting of various universities. In view of the colorful life of college students in the 2 1 century, most college students now have a good time. Quiet? Mainly surfing the internet and playing video games, once you indulge in it, you can sit for hours, which is very harmful to your health. Health is the basis of quality of life; Health is an important aspect of human self-awakening; Health is the best state of life, so it is urgent to remind college students to be positive, healthy and optimistic.
Verb (abbreviation of verb) activity promotion: posters, campus clubs, campus radio stations, campus websites.
Colleges and universities set up publicity contact points.
Activity time of intransitive verbs: May13 ~ May 20th.
Activity details:
1, tent publicity (umbrella series), tents used during the sports meeting are marked throughout the stadium? Coca cola? Can you imagine how spectacular the simultaneous scenes will be? Coca cola? It is also deeply branded in the hearts of students.
2. Product promotion. During the sports meeting, we will set up a small Coca-Cola sales point outside the stadium (while selling, we will also have quiz drinks).
3. Publish the information of this sports meeting on the school website, reflecting Coca-Cola? Healthy and optimistic, live a good life? idea
Seven. Campaign slogan;
Sports-everywhere.
Eight. budget
Banner: 50
Rental fee: 800 yuan.
Publicity expenses: 300 yuan
Media expenses: 10000
Other expenses: 1500
Total fund: 12650
Nine, the effect evaluation
1. Through banner advertisements, leaflets and website publicity, teachers, students and freshmen at school can have a deeper understanding of Coca-Cola.
2. Attract more consumers through product sales and question-and-answer publicity during the conference.
3. Through the vigorous publicity of this activity, to serve the public and contribute to society, if properly arranged, it will consolidate the huge consumer group of college students, and may improve the image and good reputation of Coca-Cola in the hearts of college students, adding a certain foundation for future development.
How can an event planning company write a good public relations planning scheme?
How can an event planning company write a good public relations planning scheme? At the request of customers, a good activity planning copy shows the work suggestions on what actions must be taken to achieve the final expected results. Work suggestions determine the choice of implementation and guide the specific on-site implementation process, which is the guide of public relations practice activities. Public relations planning scheme is one of the most commonly used copywriting in public relations practice, and it is also the key assessment content of the "intermediate skills" part of the national unified professional qualification appraisal of public relations personnel. Learning to write a copy of public relations planning is a basic skill that a qualified public relations officer must have.
The content of public relations planning scheme mainly includes the following five aspects:
I. Title
A complete public relations planning plan must have a title, which makes people understand that it is a plan rather than a work summary or evaluation report. The title can be directly written as "XX Company's XX Activity Planning Scheme", or it can be used as the main title with words indicating an activity theme and "XX Company's XX Activity Planning Scheme" as the subtitle. The title should be easy to understand.
Two. foreword
Also called background introduction. That is to briefly introduce the background of organizing and planning this copy. Because the planning, organization and implementation of any special public relations activities of social organizations are not without reasons, and they all have their specific backgrounds and needs. Only by clarifying this background and demand can we draw out the specific planning content (scheme) behind it and explain the urgency and significance of holding this activity. Without a certain activity background, the planning content (scheme) will be lost. The preface should be concise.
Three. Investigation and analysis
Public relations planning is based on investigation and analysis, which is the preliminary work of public relations activity planning. The investigation and analysis mainly focuses on the concrete analysis of the organizational image, which can be analyzed from the advantages, problems and opportunities of the current organizational image, so as to clarify the focus and direction of the next public relations work. The investigation and analysis should pay attention to the representativeness of the investigation object, the applicability of the investigation means, the scientificity of the investigation method, the authenticity and comprehensiveness of the data collection and the reliability of the analysis conclusion.
Four. Target strategy
In order to improve the effect of public relations activities, we must establish public relations objectives. The classification of goals should be selected according to the specific situation of the organization, such as dividing goals into general goals and sub-goals, long-term goals, stage goals and specific goals. The goal strategy mainly considers whether the set goal conforms to the development strategy of social organizations, the positioning requirements of organizational image, the needs of the public, the needs of social culture and its development, and the problems existing in the organization.
Verb (abbreviation of verb) creative statement