Public relations activity planning plan

Public relations activity planning plan (1)

Significance The school decided to prepare to start the school anniversary work in order to review the school’s history, show its achievements in running the school, look forward to a bright future, expand its popularity, and establish a reputation with other universities. Take advantage of the competition, gather the strength of all parties, and promote the school to develop comprehensively and rapidly into a well-known university in the country.

1. The purpose of public relations planning

1. Through this school anniversary event, we will convey the school’s development history and teaching achievements to all walks of life, expand the school’s influence in society, and enhance social awareness and reputation.

2. Through the scale effect of this activity, we will create a "campus cultural atmosphere", strengthen students' understanding and understanding of the school, and form a sense of honor and pride.

3. Take this event as an opportunity to improve the campus’ “software”, compile the campus’ history, and build a “cultural corridor” and other information exchange platforms.

4. Take this event as an opportunity to report to leaders at all levels, teachers and students, listen to relevant opinions and suggestions, improve future work areas, and strive to obtain the satisfaction of leaders.

5. With the help of this event, we will strengthen the relationship between the school and alumni with the theme of "The Place Where Students Dream of Starting". Pay attention to and support each other, create an atmosphere of "campus feelings" and "teacher-student emotions", and lay the foundation for future related campus activities.

II. Time and content of school celebration activities

(1) Start-up stage (May 21, 20xx)

1. Establish preparatory leadership organization and working organization

2. Study and determine the school anniversary date and name, and create specific activities to create a welcoming atmosphere inside and outside the school

(1) Organize inspiring texts with the theme of "Today is your birthday—my alma mater" , Sincere Blessings Theme Essay Competition, strengthen this activity, attract students' attention, and create an emotional resonance among students.

(2) Carry out various painting, photography, and calligraphy exhibitions with the theme of "My Teacher". This builds emotional communication between teachers and students.

(3) In response to the "xx anniversary of the founding of Yangzhou University", a school song collection activity was launched on campus. The purpose is to improve campus software engineering and open up ways for teachers and students to participate, and also to distinguish and highlight the uniqueness of campus culture from other campuses.

(4) The school badge collection activity aims to improve the cultural construction of the school and become a symbol of emotional belonging for teachers and students, and also to reflect the cognitive foundation of the campus in society.

(5) "Alma mater, I am proud of you" speech event to celebrate the 110th anniversary of Yangzhou University, with the theme of highlighting the achievements and social impact of the campus over the past 110 years. The winning works will be compiled into the school calendar.

4. Start the activity fund raising work. The school accepts donations from people from all walks of life for celebration activities and campus construction

5. Research and determine planning projects and campus landscape projects

6. Complete other tasks determined by the school anniversary preparation leading group.

(2) Preparatory stage (July 20xx - 2 months before the school anniversary)

1. Establish alumni contact stations in various places and edit the "Alumni Address Book". Establish an alumni website

2. Compile the school history, compile and print picture albums, edit the "School Anniversary Special Issue", produce CDs (feature films), design and determine school anniversary souvenirs, and publish school history

3 .Design the school history exhibition hall

4. Organize campus environment beautification and school building renovation

5. Organize rehearsals for cultural activities and exhibitions for teachers and students

(1) "Twenty Years of Honors and Dreams" photo exhibition on the 20-year development history of XX University. Highlight "achievement" and "honor".

(2) Prepare for the school anniversary gala and conduct alumni symposiums

6. Formulate plans for academic exchange activities, conduct negotiations on scientific and technological achievements, and organize academic reports and expert forums

7. Organize and implement planning projects and campus landscape projects.

8. Continue to raise funds related to school celebration activities and set up special funds.

9. Contact and implement the leadership inscriptions, and determine the list of important leaders, guests and important alumni

10. Formulate a specific implementation plan for the school anniversary activities

11. Complete the school anniversary Other tasks determined by the leadership team.

(3) Celebration stage (2 months before the school anniversary - school anniversary)

1. Invite leaders, guests, alumni

2. Compilation and printing ( Publishing) school history, alumni records, and academic report collections (1) Hold a publishing ceremony on the school anniversary day

3. Draft school anniversary manuscripts and print written materials

4. Hold a press conference , increase the publicity of the school anniversary in various media (1) Invite the news media to participate in the school anniversary activities

5. Register to receive gifts and money and display them

6. On the school anniversary day The celebration was held with leaders of Yangzhou City and responsible comrades from various departments in attendance, as well as journalists. Specific arrangements for alumni from all over the world to attend:

　(1) a. Singing the school song

b. Speech by the principal, City leaders and well-known alumni delivered congratulatory messages

c. The school held a commemorative envelope and stamp launch ceremony

d. A global alumni meeting was held to recall history by well-known alumni

e. Hold a large-scale cocktail party for alumni

(2) "Celebrating the 110th anniversary of the founding of Yangzhou University" theatrical performance evening. Reflecting the themes of "honor", "unity" and "dream". Strengthen and reflect the school's achievements and strengths in the form of activities. It has also become an important part of gathering emotions on campus.

(3) Large-scale signature event at Yangzhou University. Initiate and call for signatures from all experimental teachers and students present at the meeting, reflecting the unity of "deep love for my alma mater" and expressing the pride of "I am proud of Yangzhou University". The school anniversary preparation leading group consists of the office, publicity group, materials group, alumni liaison group, project planning group, academic activities group, environment and construction group, fundraising and funding group, literature, arts, teachers and students There are 9 working groups including the activity group, and each college has established its own college anniversary preparation working group.

3. Personnel organization

School leaders at all levels

Youth League committees at all levels

Student unions at all levels

IV. Budget

1. Personnel expenses: 100,000 yuan

2. Media expenses: 100,000 yuan

3. Communication expenses: 10,000 yuan

4. Material cost: 50,000 yuan

5. Guest consumption: 50,000 yuan

6. Rental fee: 10,000 yuan

7. Entertainment expenses : 30,000 yuan

8. Mobile cost: 200,000 yuan

5. Communication channels:

1. Preliminary publicity: The school youth league committee will distribute the activities to enterprises Public institutions; the school youth league committee will send event information to the government; Yangzhou Daily and TV stations will make media releases around May 30.

2. Mid-term publicity: Yangzhou Daily, Evening News, TV newspapers, TV stations, radio stations, China Tourism News, China Environment News, Yangtze Evening News, TV stations, etc. conduct on-site interviews and reports. School and government leaders are invited to participate.

3. Later publicity: Yangzhou Daily, Evening News, TV newspapers, TV stations, and radio stations will organize and publish articles such as "News Summary" in relevant media within half a month after the event ends, to promote this article. Review the event to further expand the impact of the event.

VI. Problem prediction and emergency plan

1. Safety risks: Yangzhou Public Security Bureau, Central Square Management Office, Yangzhou Aviation College 2. Financial risks: Financial Management of Yangzhou University

3. Personnel replacement: Yangzhou University

4. Weather changes: weather forecast, the anniversary time can be adjusted appropriately

5. Medical rescue: Yangzhou Central Hospital

6. Too many guests: Coordinated management by the Public Security Bureau

7. Other matters needing attention: The mobile team is responsible for the entire venue

Public relations activity planning plan (2)

1. The theme of the activity

Active and healthy life

2. The purpose of the activity

By sponsoring the campus sports games of major universities in Jilin City, we will provide support to various universities Teachers and students promote the concept of being optimistic in life, having a positive attitude, and being healthy physically and mentally. It indirectly establishes a good image of the company. Since the school market is large, occupying the college market plays a great role in promoting our brand and increasing sales.

1. Grasp the tone, highlight Coca-Cola’s unique personality, and enhance brand information.

2. Strengthen Coca-Cola’s popularity and reputation in the minds of the audience.

3. Accept Coca-Cola’s brand and product features and form differentiated marketing from competitors.

4. Further strengthen the emotional level of the brand, thereby providing more favorable support for the sustainable development of Coca-Cola.

3. Coca-Cola market analysis and forecast

1. Domestic market situation analysis

The rapid development of China's economy and the diversity of products have made consumers more rational in consumption. "Coke" has become synonymous with "danger to health" in the eyes of many healthy new people. Coke, which was originally a mainstream drink, has gradually become a non-mainstream drink. Due to the success of healthy drinks such as fruit juices, functional drinks, and health care drinks, they have achieved the image of healthy drinks and become the main force in the beverage market. Coke has inevitably become a representative of non-healthy drinks and has become a typical negative teaching material. More and more people are rejecting.

As the main consumer group of Coca-Cola, the new generation has the characteristics of pursuing novelty and differentiation. Many of them are only children and grew up in a privileged environment. They pursue novelty and differentiation and have rebellious ideas, making it difficult to cultivate product loyalty. As a latecomer to the Chinese market, Pepsi-Cola plays hard on the youth brand and uses superior advertising strategies to win the favor of a large number of teenagers.

Coca-Cola’s operating model in the Chinese market also limits its development process. The Coca-Cola Company is considering its overall strategic development in China. They are pursuing indicators such as market share and per capita sales in China. Sales growth of carbonated drinks in China is the ultimate goal pursued by Coca-Cola to make up for the sluggishness of the local and European markets.

Pepsi-Cola’s bottling plant defection incident sounded the alarm for Coca-Cola. Therefore, Coca-Cola Company had to surrender to the bottling plant in some aspects, which constrained its strategy in the Chinese market.

Although the development of new products continues, few have outstanding performance in the market. Some of Coca-Cola's new products were launched with great fanfare, but soon became silent. As the localization process of each bottling plant accelerates, Coca-Cola's corporate culture has been replaced by the own culture of each cooperative group

2. Reality and future predictions

The Coca-Cola Company in China Soft drinks dominate the market, with an independent authoritative Chinese consumption survey showing that Coca-Cola has been selected as China's most popular beverage for eight consecutive years. Its biggest competitors are still Pepsi-Cola and various local beverage manufacturers.

Although China and the world have encountered varying degrees of problems, as an industry leader, Coca-Cola’s executives asserted that China will become the third largest consumer market after the United States and Mexico. .

IV. Background of the event

In May this year, our company is preparing to enter Jilin Northeast Electric Power University, Beihua University, School of Medicine, Railway Vocational and Technical College, Industrial Vocational and Technical College, Participate in spring sports meetings of various colleges and universities.

In view of the diverse life of college students in the 21st century, most of the current college students' entertainment is "quiet". They surf the Internet and play video games. Once indulged in it, they will sit for several hours, which is extremely harmful to their health. Health is the foundation of quality of life; health is an important aspect of human self-awakening; health is the best state of life, reminding college students that it is imperative to be active, healthy and optimistic

5. Event promotion: posters, campus clubs , campus radio, campus website

Major universities set up publicity contact points

6. Event time: May 13th to May 20th

May 13th-May 14th------Jilin Industrial Vocational and Technical College May 14th-May 15th------Jilin Railway Vocational and Technical College May 15th-May 17th ------Jilin Beihua University May 17th-May 19th------Jilin Medical College May 18th-May 20th------Northeast Electric Power University

Activity details: 1. Tent promotion (a series of parasols). The tents used during the sports meeting are provided by the Coca-Cola Company. When the entire sports field is marked with the slogan "Coca-Cola", you can imagine how spectacular the scene will be, and at the same time " "Coca-Cola" is also deeply engraved in the minds of students

2. Product promotion, during the sports games, we will set up small Coca-Cola sales points outside the sports ground (while selling, we will answer questions and award drinks)

< p> 3. Publish the information of this sports meeting on the school website to reflect Coca-Cola’s concept of “Healthy Optimism, Better Life”

7. Activity Slogan;

Sports---- --Everywhere

8. Budget

Banner: 50

Item rental fee: 800

Publicity fee: 300 < /p>

Media expenses: 10,000

Other expenses: 1,500

Total funds: 12,650

9. Effect evaluation

1. Through banner ads, flyers, websites, etc., teachers and students at the school and new students coming to the school can have a deeper understanding of Coca-Cola

2. Through the sale of products during the meeting, Publicity in the form of personal Q&A attracts more consumers.

3. Through vigorous publicity of this event, we serve the public and contribute to society. If properly arranged, it will consolidate the huge consumption of college students. group, and may improve the image and good reputation of Coca-Cola in the minds of college students, adding a certain foundation for future development.

Public relations activity planning plan (3)

1. Brand background

Fanta is a drink that became popular in Europe in the 1940s. Acquired by The Coca-Cola Company. Fanta orange soda is the main core flavor, accounting for 70% of sales, but other fruit flavors also have many fans. Bright packaging colors, distinctive fruit flavors, and rich bubbles are the reasons why Fanta soda is so popular among the younger generation. The new brand image was designed by visitoffice. The font design is softer and more dynamic, and the pattern highlights the fact that Fanta soda is a soft carbonated drink with a joyful, humorous and fun-loving personality. In terms of visual communication of brand elements, visitoffice uses stunning illustrations, graphics, and colors to work together to convey different information according to different regional settings to meet consumers' needs for different tastes.

Fanta has a high brand awareness and is also a symbol of young fashion. At present, Fanta has a large market share in domestic universities, but there are still a small number of people who have never been exposed to Fanta or do not like Fanta highly, which shows that Fanta still has certain room for development in this region. College students like excitement, advocate fashion, pursue individuality and taste, and have strong brand awareness. Fanta is a carbonated drink, which is in line with the consumption philosophy of this consumer group.

This activity is targeted at students at Nanjing Institute of Technology, mainly between the ages of 20 and 25.

Fanta's publicity is intensive and covers a wide range of media, including TV advertisements and online advertisements, which greatly enhances the company's brand awareness and influence. With the development of science and technology, the influence of radio advertising has been decreasing year by year in recent years. Therefore, it is necessary to carry out public relations planning in schools to further enhance Fanta's brand image among college students.

2. The purpose and significance of the activity

Let Fanta beverage consumers experience the concept of happy life conveyed by the Fanta brand. In the promotional activities, a variety of activities will be used to make the audience fully feel that Fanta is closely related to university life. At the same time, the themed activities of "Drink Fanta, Happy Laughter" will bring them a healthy and uplifting atmosphere. , positive and optimistic attitude, in order to express a kind of care for them, shorten the distance with the college student consumer group, and improve brand affinity.

Diversified product promotion activities held in major universities will be more conducive to promoting young consumer groups to further pay attention to product connotation and value concepts. By giving Fanta drinks to participants in the form of prizes, the consumer group can subtly accept the brand promotion and become familiar with the brand type and taste. In the joyful atmosphere of various activities, the product image of Fanta Soda advocating a happy life has also been unknowingly deeply rooted in the hearts of the people.

The ultimate purpose of this activity is to establish a good image of Fanta in Nanjing Institute of Technology, to transmit relevant information of the company to Nanjing Institute of Technology in a timely, accurate and effective manner, and to establish a good image for the enterprise and create a good atmosphere of public opinion. Improve the company's visibility and reputation.

III. Activity Arrangement

1. Time: December 25, 20xx - December 30, 20xx

Location: North District Comprehensive School of Nanjing Institute of Technology Floor Plaza

2. Theme: "Drink Fanta, Happy Laughing Garden"

3. Activity content and publicity methods:

(1) Preliminary publicity:

Advertising in the Nanjing market should have a clear advertising strategy. An important strategic goal is to establish and maintain product and corporate brands. Advertising demands in the college market should be targeted, which mainly depends on the consumption habits and purchasing behavior of college students.

At the same time, we should also pay attention to the flexibility and particularity of college advertising media. In the Nanjing market, in addition to traditional media that are highly read by students (such as Global Times, Time Magazine, and University Weekly), there are also special media tools, such as campus posters, leaflets, and online dating platforms.

1. Advertising

In the early stage, publicity will be carried out on the bulletin board at the entrance of each student apartment building and the bulletin board of each dormitory building. There will be one downstairs at the North District Student Activity Center. An eye-catching display board, and the same poster is posted under each dormitory building. Poster content: "Fanta Smiley Garden" advertising micro-film exhibition.

2. Conduct activity promotion broadcasts in the college broadcast room

Make a reservation in advance for the classroom, which can accommodate approximately 40 people. Before the movie is played, the purpose and overview of the event are vigorously promoted, and viewers are invited to fill in a questionnaire during the viewing process. After the movie screening, event staff randomly selected 10 questionnaires and each person was awarded a box of Fanta drinks. At this point, the event ends.

3. Collect videos or photos of "Drinking Fanta, My Life in the Smiley Garden"

Collect video materials from all students in the school about when they drink Coca-Cola, which will be selected by our staff Creative videos and photos.

4. Hold a happy sharing activity of "Drinking Fanta, My Life in the Smiling Garden"

Contact the Nanjing Institute of Technology Student Union in advance, and students will support the organization of this event. Brochures will be displayed at the North District Student Activity Center one week in advance, and students are welcome to actively participate. During the event, the selected creative videos and photos of "Drinking Fanta, My Life in the Laughing Garden" will be displayed first. Then the host will invite the winning students to share their college life reflected in the videos and photos. Interesting facts, and prizes will be distributed to the winners. Finally, the audience will be randomly selected and each person will be rewarded with a bottle of Fanta drink.

(2) Public relations:

1. Student assistance activities

(1) Purpose of the activity: improve brand understanding and recognition and reputation, and expand the scope of the audience

(2) Scope of activities: all teachers and students of Nanjing Institute of Technology

(3) Time of activities: December 25, 20xx-20xx December 30, 2020

The activity is mainly to encourage students to work hard in the form of scholarships. Therefore, it is planned to select two outstanding students from all the affiliated colleges of Nanjing Institute of Technology to receive 500 RMB provided by Fanta. Yuan scholarship for encouragement.

2. Entrepreneur lectures

(1) Purpose of the event: Promote corporate culture and corporate philosophy, enhance harmony, identity and affinity

(2 ), Event location: Lecture Hall of Nanjing Institute of Technology Library

(3) Event time: December 20, 20xx

(4) Invited guests: Fanta Soda Nanjing Branch person in charge

(5) Lecture topic: Public relations - the key to success

3. Corporate sponsorship of student club activities

(1) Purpose of the activity: Improve corporate reputation and identity

(2) Scope of activities: Registered regular student organizations in the school

(3) Activity time: December 20xx 24th

(4) Activity location: Comprehensive Building Square in the North District of Nanjing Institute of Technology

(5) Activity requirements: "Drink Fanta and celebrate Christmas Eve" as the activity Topic

(6) Amount: The company will give each club 200 yuan in activity funds

4. Organize on-site visits and hands-on practice with the company.

(1) Purpose of the activity: Through on-site visits and practice, students can gain perceptual understanding, broaden their horizons, increase the intimacy between students and companies, narrow the gap between students and company requirements, and further understand the role of public relations. Importance

(2) Activity target: 2 students selected from each department, totaling 32 people

(3) Activity address: Fanta Soda Nanjing Branch Company

(4) Activity time: 2 pm on December 28, 20xx

IV. Activity budget: (unit: yuan)

V , Issues and details that should be paid attention to during activities

Changes in the internal and external environment will inevitably bring some uncertainties to the implementation of the plan. Therefore, contingency measures should be taken in a timely manner when the environment changes.

1. In order to prevent sudden rain or other weather that is not suitable for outdoor activities on the day of the event, you should contact the school radio station in advance. When unexpected weather occurs, use the radio station to promptly notify and inform the adjustment date.

2. If the staff organizing the activities are absent or asking for leave, they should make full use of the relevant student cadres of the school student union and make substitutes in time.

3. If the atmosphere at the event is not high or the crowd is small, the host and other staff should be flexible and innovate the content of the event in a timely manner to mobilize the atmosphere.

4. If there are a large number of participants in the event, the number of prize draws can be increased in a timely manner and the budget amount of the event can be reasonably adjusted.

6. Prospects for the effectiveness of the event

This event is open to the whole school, and friends and media are also invited to participate. It has a wide coverage. The event focuses on student campuses, and a series of activities will be carried out continuously. It will definitely can benefit all parties.

For the school: through various forms of activities, public relations concepts and ideas are spread among the students, so that students can better reflect the "economic" connotation and "foreign-related connotation"; enrich the campus culture and inject it into the campus Fresh air. If a research association and an internship base can be established, it will greatly promote the research on public relations in our school and accelerate the socialization process of our school students.

For sponsors: it promoted the brand; carried forward the tradition of “care for education”, enhanced its reputation and popularity, and won the hearts of the people.

The total funding for the activity was 22,000 yuan, which deeply affected many teachers and students. The cost was low. It will be able to closely manage the relationship between teachers and students of the department and the department with many management courses and Fanta, and form a good public opinion atmosphere for the widespread promotion of the Fanta brand among teachers, students and society.

For students: they have increased their knowledge, cultivated their sentiments, deepened their understanding of the role of public relations, gained spiritual enjoyment, gained some credits to train their talents, and received material rewards, which can be described as a double harvest. It will also have positive significance for improving employment competitiveness.