Corporate charity event planning copywriting

#Planning# Introduction Public welfare cultural activities are generally of a mass cultural nature, with social benefits as the first priority. When an enterprise conducts public welfare activities, it combines public welfare and commercial nature. The following is a compiled corporate charity event planning copy for reference only!

Part 1

1. Activity theme: Golden Horse Home donates millions of love to the elderly community

Keywords: public welfare activities, public opinion publicity, management and publicity promotion

Purpose of the activity: A charity auction and marketing activity that combines public welfare and commerciality

In response to the government’s call for “building a new socialist countryside” and the “Youth Home Construction” care action, we cooperated with the *** Youth League Wuhan Municipal Party Committee, Wuhan Municipal Committee for Caring for the Next Generation, Wuhan Youth Development Foundation, Wuhan Municipal Agriculture Bureau, Wuhan Municipal Culture Bureau, Wuhan Municipal Health Bureau, Wuhan Evening News Agency, Wuhan Municipal Radio and Television Bureau, Wuhan Evening News Agency, Wuhan Love Culture The Communication Center and other units joined forces to launch a large-scale public welfare activity "Golden Horse House Millions of Love for the Elderly District".

Co-organize government agencies, social groups, and news media to enhance the authority, public welfare, newsiness and credibility of the event. This is a key issue for enterprises to organize public welfare activities.

In the upcoming off-season, we will launch large-scale public welfare activities that are closely linked to the Golden Horse House’s business projects and marketing activities to find news points, attract the public’s attention, enhance the brand image, and drive the flow of people and sales in the off-season. , and pave the way for peak season sales.

Significance of the activity:

1. Enhance brand awareness and reputation: Charity shooting to assist students is a public welfare activity that attracts high public attention. There are several benefits to carrying out this activity. Because it is a public welfare activity, it has a wider audience, can quickly promote the brand, and has faster public recognition;

2. Public opinion orientation and news hype: As a public welfare activity itself, it has certain news value. Build momentum for the Jinma House marketing activities through reasonable hype, and enhance the public's memory, recognition and favorability of the Jinma House brand.

3. Improve corporate image and actual sales: For a company, gaining public recognition is an intangible asset of the company. The better the social effect, the more it can drive the company's performance to soar.

4. In line with the company’s business philosophy: President Xiao Kaixuan has put forward the corporate mission at many company meetings. While we have solved consumers’ home decoration pains with a full range of product positioning, we It is also necessary to create a public welfare image in the eyes of the public and the media, create an excellent corporate culture, establish the values ????of employees, and lay a solid foundation for the long-term development of the enterprise through the grand project of managing people's hearts.

5. Win-win economic and social benefits:

(1) Effectively carry out brand image strategic goals by integrating superior resources;

(2) Charity sale ( Charity auctions) activities can effectively attract customers to stores, thereby improving economic benefits. The public is more enthusiastic about public welfare undertakings, and through long-term public welfare activities, good social benefits can be obtained;

(3) Due to public welfare undertakings It is a long-term undertaking that government departments pay great attention to. This event has united a number of government functional departments to establish a good government image project;

(4) Marketing and promotion effect of getting twice the result with half the effort: this time The theme of the activity is outstanding and the theme is clear, which attracts a lot of attention from the public, the media, and government departments; the activity itself is easy to operate, and there is a lot of room for speculation; it also interacts with merchants, requires less investment, and can achieve twice the result with half the effort in brand promotion.

2. Charity sale (charity auction) analysis:

1. Activity content:

Jinma House cooperates with merchants to provide charity products worth nearly one million yuan, charity sale All funds will be donated to welfare institutions and disadvantaged groups in the old revolutionary base areas as special charity funds.

2. Activity time: It was launched in May 2006 and has carried out a series of charity sales and donation activities in the past year.

3. Source of charity sale products:

(1) Charity sale products sponsored by Golden Horse House merchants, especially nationally renowned bathrooms, floors, tiles, cabinets, electrical appliances, furniture, etc. The manufacturer of the brand has a strong awareness of brand promotion and is highly motivated to sponsor products. It agrees to conduct commercial promotion activities on the grounds of charity sponsorship.

(2) At present, the company’s Wuhu base still has a batch of furniture, bedding, etc. in stock, which can be used as charity goods.

(3) Plan to organize 8-10 public welfare theme promotions and several donation activities in the past year. It is estimated that furniture and building materials worth 10,000-50,000 yuan will be provided each time. Charity sale, used as donations to support the old revolutionary base areas.

4. Activity difficulty: This activity requires the cooperation of some manufacturers to provide charity products. But participating in this event can bring multiple tangible rewards to merchants, so convincing merchants to offer auction items is feasible.

5. Activity start time: May 27th and 28th, once a day, and the auction time is about 2 hours each day.

From now on, charity auctions and charity events will be held on 1-2 weekends every month.

3. Assistance objects

Taking the Dabie Mountains old revolutionary areas in Hubei Province as the main assistance objects, we can go deep into the Dabie Mountains old areas such as: Hong'an, Macheng, Dawu, Luotian, Yingshan, Huangpi , Xinzhou and other places, according to different periods, organize brand tiles, flooring, sanitary ware, cabinet cabinets and other manufacturers to participate, launch relevant theme promotion activities, for example, the following theme activities can be done:

　1.7-August , launched after the college entrance examination to subsidize the top scorers in the college entrance examination in old areas

February. In September, on the Double Ninth Festival, if you go to the old general’s hometown, you can show love to the old general or his descendants and relatives

In October, for Welfare institutions in the old revolutionary base areas show their love

5. Media support

1. "Wuhan Evening News" Support Action Column

2. "Wuhan Morning News"

3. Wuhan TV Station "People's Connection"

4. Hubei Radio Station

6. Operation details of this auction:

1. This charity auction is a charity auction with no reserve price, that is, the starting price of all lots is 0 yuan. Participants can bid freely, and the minimum bidding range is 50 yuan.

2. The items in this auction are provided by the merchants of Golden Horse House. The main items include beds, mattresses, sofas, dining tables and chairs, sofa beds and other auction items.

3. The proceeds from this auction will be used to support disadvantaged groups in old revolutionary areas.

4. This auction will be held in the square in front of Jinma House Building Materials and Home Furnishings.

5. This auction is a no-reserve auction, and the final winner will be brought to the cashier by the staff to pay;

6. This auction is scheduled to be held on May 27-28 It will be held at 3 p.m., and the auction items will be displayed in advance, and the host will introduce their brands, functions, etc. in detail on the spot (the content is provided by the merchant).

7. The auctioneer announces the start of the auction, and the participants begin bidding.

8. For each bid, the auctioneer calls out 3 times on the spot. If no one raises the price, the auctioneer drops the hammer and announces the deal.

8. The staff will invite the final winner to the stage, and radio and television stations will conduct on-site interviews.

10. Representatives of the product manufacturers congratulate the consumer on becoming a Golden Horse House Love Ambassador.

Part 2

1. Background

Shenzhen Food and Beverage Co., Ltd. mainly sells "Yiqing" brand series of packaged water. Headquartered in Shenzhen High-tech Industrial Park, it has three production bases in Shenzhen, Guangzhou, and Chengdu and several processing bases, with a total investment of 320 million. The company has increased investment and has strong system monitoring capabilities, which can track the products leaving the factory in real time. A bucket of water eliminates fake water and allows consumers to drink with confidence. At the same time, the powerful service system and management system of bottled water stores, the unified customer service center in the city, and the computer network of each store for real-time information exchange, greatly It improves the efficiency and quality of distribution and services, continuously creates value for users, and improves the quality of life.

In order to establish a good image of the company and call on people to protect water resources, the company planned a large-scale public welfare activity with the theme of "What would life be like without water".

2. Purpose

In order to enhance the corporate image, visibility and reputation, the company seeks its own development, increases product promotion, promotes environmental protection knowledge to the public, and arouses social awareness. It is against this specific background that the company held a city-wide water conservation activity.

3. Activity theme

What would life be like if there was no water

4. Activity goal

In order to establish a good corporate image, To extend the power of the brand and improve the credibility of the company, the company plans a large-scale public welfare event to call on people to protect water resources.

5. Target audience

General public

6. Event time and location

Starting from September 12, Shenzhen Food and Beverage Co., Ltd. The company initiated and launched, with the support of various enterprises and institutions in Zhuzhou City, a large-scale public welfare event dedicated to donating drinking water for free for three consecutive years of drought in Yunnan. The organizer donated more than 200,000 yuan, and the government and charity organizations joined forces, and powerful The media appeals to encourage enterprises and institutions to donate heavily.

On the morning of October 12th, a large-scale water conservation publicity campaign with the theme of "What would life be like without water" was held in Zhuzhou Yandi Square. At the same time, donations were collected from citizens in the form of donations. The event is hosted by Shenzhen Food and Beverage Co., Ltd.

On the afternoon of October 12th, students from XX University also brought their own carefully prepared programs. In addition to singing and dancing performances, they demonstrated advanced water-saving methods to the masses and provided support for the development of water-saving technology. Promotion provides a platform for display. The display and on-site demonstration of water conservation in daily life attracted many citizens to stop and watch. The publicity event was hosted by Shenzhen Food and Beverage Co., Ltd.

7. Activity project process design

Three detailed planning plans for corporate public welfare activities Three detailed planning plans for corporate public welfare activities (1)

First, play Yunnan Video of the drought in the region, and then the director of the municipal committee and the general manager of Shenzhen Food and Beverage Co., Ltd. were invited to speak, and a donation ceremony was held. Representatives of enterprises and institutions in the Changzhou-Zhuzhou-Tan area, reporters from Zhuzhou Daily, reporters from Xiaoxiang Morning News, and media from Hunan Economic and Technological Commission were invited. Publicity and appeal to all enterprises and institutions to donate.

　(2)

This activity was mainly carried out in the form of banner signing, poster promotion, distribution of promotional brochures, gift balloons, etc., attracting many citizens to watch, and at the same time, fundraising was launched The form is like collecting donations from citizens. During the activity, everyone actively donated money to the citizens and interacted harmoniously with them, making the concept of water conservation deeply rooted in the hearts of the people. Citizens signed their names on the banners and made their own.

This activity aims to let students and citizens understand the importance of water conservation, establish the concept and awareness of water conservation, and gradually develop good habits of water conservation. The activity served as a good warning, and at the same time expanded the company's social influence and strengthened communication with social groups.

(3)

This event is mainly composed of college student youth groups. It attracts the masses through singing and dancing. It also demonstrates water-saving tips in daily life. How to save water? How to recycle water? etc. Attract citizens to stop and watch. At the same time, citizens are encouraged to save water. According to the organizer, the event will promote water conservation in the whole society from multiple angles, all-round, wide coverage, uninterrupted, and sustainably by popularizing water-saving knowledge, promoting water-saving technologies, and publicizing water-saving models. Use water, scientific water. "Ask for water from ideas, ask for water from mechanisms, and ask for water from science and technology" to alleviate human-water conflicts, achieve human-water harmony, and better achieve sustainable development and provide water resources guarantee.

8. Media Promotion

This event has received extensive participation and support from all walks of life and the full support of the Municipal People's Government. In addition to outdoor personnel promotion, banner promotion, and brochure promotion, Also with the help of the government's capabilities, the influence of TV stations and mass media, the active cooperation of various public institutions, and the publicity efforts of TV media, we reviewed this event, actively created social effects, and advocated that the whole society pay attention to water resources and save water. Use water.

9. Schedule

September 12: Make appointments with government agency personnel, reporters, TV stations, and representatives of Changsha, Zhuzhou and Tan enterprises and institutions

10. Materials Preparation

Donation boxes, videos, promotional brochures, promotional banners, pens, posters, balloons, tables and chairs, carpets, invitations, etc.

11. Cost budget

12. Effect evaluation

This activity will be known to the public in Zhuzhou City. It aims to let the general public understand the importance of water conservation and establish the concept and awareness of water conservation. Gradually develop a good habit of saving water. The activity served as a good warning, and at the same time expanded the company's social influence and strengthened communication among social groups.