218 Company's 1th Anniversary Celebration Program

1th anniversary activity plan of the company in 218, 1th anniversary activity plan of the company in 217 I. Purpose and significance:

The 1th anniversary is a milestone in the development of an enterprise, and it is just the right time to review the history and look forward to the future. Moreover, it is a rare opportunity to take this opportunity to enhance the visibility of enterprises and vigorously build the image of enterprises and brands. With the help of the activity platform, publicize that General Manager xx won the "China mba Hero" and shape the commander-in-chief style and leadership charm of the company's management; Promote the emotional exchange between the company and the target members of the club, lay the foundation stone for the club to be established soon, and be of great benefit to the spread and promotion of the club; Collect popularity and customer resources for xx Modern City, so as to open the market smoothly; Golf is a healthy and fashionable sport, which has always been highly respected by high-end people. Holding golf competitions can fully demonstrate the extraordinary taste of xx Company and xx City.

second, the theme and slogan:

main slogan: gathering modern business heroes online-the slogan adopted echoes the theme of xx Modern City promotion, highlighting the distinguished position of the participants in the modern business world and showing that this is an elite gathering.

reference slogan: 1. the source of concentration of business heroes

2. remolding modern business civilization

3. time: July 25th, 2XX (to be finalized);

location: xx golf course, xx hotel (location of press conference and social meeting)

iv. object and scale of activities:

the main target of this activity is outstanding high-level figures in xx business circles and customers with spending power and purchasing power. In order to play the role of media and oral communication, a certain number of journalists and the owners of the projects developed by the original xx company (such as xx Bay, xx Garden, xx, etc.) are invited.

1. xx business leaders (number)

2. Intended major customers (number)

3. xx Bay owners (number)

4. Journalists (number)

5. Employees (number)

6. Agency staff (number)

. Various forms. Rich in content.

1. For the sake of improving authority and expanding influence, it is suggested that the golf tournament in this activity should be organized by xx Entrepreneurs Association and organized by xx Company.

2. This activity is aimed at xx business leaders, interested major customers, owners, friends in the news media, staff of developers and employees of agency companies

3. The activity is carried out in three forms: press conference, outdoor golf competition and friendship banquet:

A. Press conference: leaders of xx Entrepreneur Association are invited to give speeches, and representatives of developers review the achievements of the enterprise in the past ten years, and make publicity and introduction to xx project and xx club.

B. Golf Tournament: Golf has a strong business nature and gentlemanly temperament, which can perfectly interpret the extraordinary quality of this activity object. In the fierce competition of swing competition, participants deepen friendship, promote exchanges and enjoy the charming scenery of xx Mountain. Anyone who is interested in golf, especially interested big customers, can sign up for the competition, which is intended to pave the way for the establishment of the club and the sales of the project.

C. Friendship Banquet: The purpose of the banquet is to bring the emotional distance closer in a relaxed atmosphere. At the banquet, the business leaders will award prizes to the competition and recommend xx projects. Members of entrepreneurs' associations, media reporters and other participants freely communicated at the meeting.

4. The general process of the activity is as follows:

Registration of participants (xx Hotel) → Press conference (speeches by leaders of xx Entrepreneur Association, speeches by developers' representatives, project recommendation, Guangdong Guest Club, xx Hotel) → Work and rest at noon (xx Hotel) → Golf Competition (xx Golf Course) → Friendship Banquet (leaders' summary statement, banquet and get-together, with awards and project recommendation interspersed in the above activities. Xx Hotel) → End of all-day activities

VI. Organizational channels:

The main organizational way of this activity is the way that XX Entrepreneurs Association sends letters to call members to participate, and other ways are supplemented.

1. In the name of xx Entrepreneur Association, issue the concept building and invitation letter of this project to the members of the association and media reporters by direct mail.

2. The developer invites its business friends and customers in xx Bay by letter or telephone.

VII. Publicity methods:

This activity mainly selects two major print media, xx, a famous magazine in the real estate industry, and xx Morning Post, a newspaper with the largest circulation and the greatest influence in xx, and carries out effective promotion in combination with the on-site promotion of TV programs.

1. Pre-event publicity:

A. xx published an event preview, introducing xx Company and xxx Club, the "China mba Hero" of the company's general manager, in a soft form, with emphasis on xxx Modern City.

b, combined with the project image publicity, the back edition of xx Morning Post published a notice, and introduced General Manager xxx and xxx Modern City with pictures and texts.

c, distribute the sales brochure and invitation letter by direct mail.

2. On-site promotion:

a. Press conference: state performance to show the strength of the enterprise; Guangdong guests mobilized participants to join the fun. The site layout is festive, solemn and magnificent, which is combined with the cultural heritage of the enterprise. Business leaders introduce projects and clubs.

b, golf competition: the ball field passes through the arch, the publicity cloth of the project and the club and the advertisement of Shuang Ye are hung, and the emphasis is placed, few but fine, so as to avoid usurping the host's role and focus on setting off the elegant and serious leisure activity atmosphere;

c, social banquet: distribution of projects and club-related publicity materials. On-site publicity creates a festive and lively atmosphere, symbolizing the glory of the enterprise for ten years and its thriving achievements, and indicating the smooth and successful activities.

3. Post-event publicity:

A. xx reported the development of the event and announced the winners.

b, the full-page article on the bottom page of xx Morning Post combined with pictures to report the activities, published the list and introduced the modern city of xx.

d and xxx Golf Clubs will be given a TV program to guide the audience to pay attention to xxx Modern City.

VIII. Material preparation

X. Effect evaluation:

1. Press conference is a powerful means of news copying, which can reflect appeal and authority, easily create momentum and attract attention, and relying on this platform, making friends with the media can cultivate a good public opinion environment for enterprise development and project start-up.

2. The golf tournament is fashionable and elegant, and it is more interesting to adopt the competition form. I believe many people are willing to participate in it. The purpose of this competition is to serve the club's members. Participants can experience the noble style of the club and the excellent ability to organize activities.

3. The atmosphere of the fraternity is relaxed and pleasant, which is the easiest to cultivate friendship and tap customers, and further deepen the effect of the previous two activities.

in the final analysis, the task of this activity is to erect a good image of the project and attract potential customers so as to achieve the purpose of promoting xxx modern city. And this activity is in the initial stage of marketing promotion. "A good beginning is half the battle", so we must work together to make it held smoothly. Plan for the 1th Anniversary of the Company in 217 21. Planning Purpose

Seize the opportunity of the 1th anniversary of XX Pharmaceutical Company, take advantage of the 1th anniversary celebration of Pujiang Base of XX Pharmaceutical Company, and quickly promote the promotion planning at a higher and wider level (regional level, public relations level, publicity level and sales level), continuously set off the climax of the celebration, refine corporate culture, enhance corporate cohesion, partially boost sales, cultivate model market and recover.

Second, the overall thinking

Regional level: Considering the specific sales feedback and manpower follow-up of publicity and public relations effects, Chengdu should be the main activity target, and the publicity should focus on Chengdu and radiate all over Sichuan.

publicity: the most important thing is to mobilize the relevant media, closely follow the themes of XX's creation and development, concept and culture, success and twists and turns, R&D and innovation, production and sales, opportunities and challenges, and launch a heated discussion on "XX phenomenon" to attract "eyeballs" and create news "from the beginning".

activity theme: for specific key products, use market integration and promotion strategies to form an effective market promotion plan, which will be vigorously implemented, so that the target products themselves can quickly enter the social consumer groups and form a strong market advantage.

Third, the specific approach

"Three Ones" strategy:

a gradual soft news hype;

a unique live celebration;

a set of effective product promotion plans.

At present, the first two tasks must be started immediately. Through a series of soft news propaganda and celebration activities before and after the celebration activities, the target audience at the public relations level (government departments) and the sales level (consumers) can establish a new understanding of XX company and XX products, and then clearly tell the public that XX wants to borrow its tenth birthday, expand the model market with superior products, promote the prestige of local enterprises, strive for "singles champion" and recover "lost ground".

IV. Theme of the event

Carefully build a century-old store for ten years, and make it brilliant again

V. Event time

From the end of June to the end of July, 25

VI. Implementation content and promotion degree

(I) Operation in the first stage: (June 18th-June 28th)

corresponding activities: news forum

1. Time: June 18th (Sunday)

2. Location: XX Pujiang Factory

3. Content: Tell the media about the 1th anniversary celebration held by XX Company on June 28th, and briefly explain the development course of XX pharmaceutical industry in the past 1 years and launch a new round of R&D, production and sales offensive, especially the big one.

4. manuscript arrangement: according to our company's press release (separate case), Sichuan Daily, Chengdu Business Daily and Huaxi Dushi Bao each issued a news release of not less than 3 words, Chengdu Evening News and Tianfu Morning Post each issued a news release of not less than 4 words, Chengdu Daily listed the press release plan separately as the key point (separate case), and Manager Daily was specially treated as a special support media (separate case).

5. On-site layout: concise and lively background version, company LOGO and the words "Carefully build a century-old store for 1 years, XX will be brilliant again".

6. Press conference expenses:

(1), 6 journalists

1 Science and Technology Daily ×4 yuan =4 yuan

1 Chengdu Business Daily ×4 yuan =4 yuan

1 Huaxi Dushi Bao ×4 yuan =4 yuan

1 Chengdu Daily ×3 yuan =4 yuan

1 Chengdu Daily ×3 yuan =4 yuan

1 Manager Daily ×3 yuan =

7. Responsible departments: Development Department, Marketing Department, Office

(2), Phase II Operation (from June 28th to the end of June)

Corresponding activities: celebration ceremony

1. Time: June 28th (Tuesday) from 1: to 11: 3

. Organizer: Provincial and Municipal Federation of Industry and Commerce

Description: The celebration of the 1th anniversary of the Chengdu headquarters of the company can be used as a public relations activity at the provincial and municipal level, and relevant provincial and municipal leaders, functional department heads, experts and scholars, industry insiders and media financial reporters can be invited to participate. In addition to the speeches made by relevant provincial and municipal leaders, Mr. Li made a keynote speech on the "XX phenomenon" and the new development trend of the company, as well as the marketing strategy of products, so as to achieve the purpose of opening the door and communicating harmoniously.

3. Celebration arrangement: The celebration ceremony includes guest speeches, company leaders' speeches, answering reporters' questions, short cultural performances, receptions, etc.

For details, please refer to the following schedule:

The scene is arranged at 9:

The sound is debugged at 9: 1

The music is played at 9: 3

The staff and etiquette personnel are in place at 9: 4. Check all aspects of the work

Welcome begins at 9: 5 (sign in, receive business cards, distribute gifts)

The host announces the start of the ceremony at 1: (the host makes an opening speech, introduces VIPs, main celebration units and media units)

Provincial and municipal leaders speak at 1: 1

Company leaders speak at 1: 3 (the speech is a separate case).

answering reporters' questions at 1: 4

performing arts at 11: 1

attending the reception at 11: 3

4. news propaganda:

① invitees: 2 journalists from sctv, 2 journalists from CDTV-1, 1 reporter from Science and Technology Daily, 1 reporter from Chengdu Daily, 1 reporter from Huaxi Dushi Bao, 1 reporter from Chengdu Business Daily, 1 reporter from Chengdu Business Daily.

② Manuscript and program arrangement: According to the press release of our company, the news reports broadcast by TV stations highlight the festive atmosphere; The traffic station broadcasts no less than 5 words of news once and news three times; Science and Technology Daily, Chengdu Business Daily, Huaxi Dushi Bao and Chengdu Evening News reported the news the next day; Chengdu Daily and Manager Daily published full-page image propaganda articles on the same day (see separate cases).

③ budget of publicity expenses: excluding full-page image publicity, there are 11 reporters in the red envelope, and * * * 3,3 yuan.

5. Budget of celebration expenses: professional event contractors should be invited to undertake it.

6. Responsible departments: Development Department, Marketing Department and Office

(3). Operation in the third stage (early July-end of July)

Corresponding activities: in-depth promotion of news and advertisements

1. Time: early July-end of July

2. Content: select a newspaper (Chengdu Daily) Carry out in-depth interactive publicity activities, reshape the core value of the company's brand, and start the related publicity programs of Liuwei Muxiang Capsule and Shueryin, two fist products of the company, and follow up with sales.

(1) On "XX Phenomenon"

Cooperation