Life insurance planning public activities

The purpose of Mother's Day activities is:

(1) charity activities, public activities

(2) event activities

(3) news activities

-to arouse widespread social concern and form a strong public opinion effect and communication effect. Fashion multi-space transformation, using unprecedented three-dimensional integrated communication, infiltrating abundant family and cultural atmosphere to achieve the purpose of changing small sections into big sections, making big dramas with small sections and promoting sales with activities.

Happy and Healthy Mother's Day

Cycle: 1 days (mid-May)

Activity objective: To lock in the direct consumption group of female mothers over 4 years old and their children (indirect consumption group) to generate consumption desire, and to enhance the public welfare image and intimacy of the brand of ××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××

activity goal: attract consumers' attention through 5-6 individual activities. While getting the benefits of the brand, contribute to the tips when consuming.

Overall arrangement:

The opening and closing ceremonies of the monthly activities are two key climaxes, which echo each other, and the overall activities emphasize social welfare.

consolidate and strengthen the brand intimacy, and impress customers with true feelings.

There are many clues for all the activities:

Happy Mother's Day, healthy and good mother–giving gifts to health

Unique skill of loving mother–stretching of literary activities

Giving beautiful mother a young and healthy holiday gift

×××× Hospital–the patron saint of caring for beautiful mother–love for mother

Caring for healthy mother–sending physical examination

. According to the usual experience, shopping malls, supermarkets, especially in health care industry, like sending flowers, beauty promotion, and so on, the hospital less action. I think the topic that people are most concerned about now is-how to keep healthy! In other words, let the beautiful mother remain healthy and beautiful!

health is the wealth of a family!

health is the foundation of life!

health is the source of happiness!

The prompting and rendering function of the media can strengthen the attention of children to their mothers. At this time, if an enterprise stands up and calls on its children to express their love and blessings to their mothers, it will certainly attract many "eyeballs", which will not only attract the attention of the media and consumers, but also arouse the voices of their children! Who doesn't love his mother? Affection is precisely the most touching weapon! ! Combining multi-channel public relations marketing with multi-angle and multi-space promotion, organically integrating, coordinating and supporting each other is my integration idea for this activity.

Public relations support:

Join hands with three life insurance companies. Most insurance salesmen are women, whose income is much higher than that of other industries, with an average age of about 4 years old. Their professional characteristics lead to different degrees of gynecological diseases, and they have a strong sense of medical care and insurance. Our hospital will present the health check-up card interactively with the insurance company's small accident insurance card, which will stimulate two groups at the same time: the insurance salesman and her (his) new and old customers. At the end of the year, the insurance salesman will visit the new and old customers. While explaining the medical insurance and health care knowledge, he will convey to the customers the importance of affecting family health, such as: female diseases (tumors, breast diseases, etc.) are all reflected in the insurance clauses as relatively serious diseases, and will take care of customers' health (generally, the family takes women as the main appeal object) It fully embodies our theme activity thought of caring for women's health and family happiness. Advertising affects the target arrival rate by more than 2%, and they are all middle and high-end consumers (the main population suffering from gynecological diseases). The small accident insurance card given by the insurance company to the customer is also given to the patients in our hospital. This will win more customer satisfaction and loyalty. The operation cost is extremely low, and it is completely one-on-one communication with true feelings, and the target arrival rate is as high as 2%. It is integrated and complementary, win-win and mutual benefit, and its popularity can be rapidly improved. As a relatively special industry communication, the promotion of medical advertisement's popularity can certainly increase consumers' understanding, but it may not necessarily gain consumers' recognition. However, through sincere communication and face-to-face communication, consumers' brand recognition can be realized, which plays an important role. Brand reputation is conveyed in two directions and efficiently involved in natural brilliance. Only by creating the reputation of the brand can consumers consider us, not others, when faced with choices. This is particularly obvious when the competition for medical services is becoming increasingly homogeneous and intense.

as a relatively special commodity, although the communication of medical advertisements has certain particularities, it is always the same from the origin of marketing. If we carefully analyze its product characteristics, audience contact habits and media performance, we can still find a personalized strategy suitable for its communication, so as to realize the rapid rise of brand communication and be accepted by consumers. From the objective reality of communication, from 3, to 1,, rational media itinerary selection, arrangement and delivery can achieve the best communication effect. Gradually guide our advertising communication to the narrow broadcast stage of standardization, science, differentiation and interaction.

live news points break through the promotion:

express feelings with things, and move people with feelings!

sending health insurance is a special care for beautiful mothers, and sending "health insurance" can fully reflect the humanistic care and family care of women's hospitals for consumers, and can establish a good brand image in the minds of consumers.

Purpose of the activity:

1. Create market highlights through "event" marketing, seize opportunities and expand brand influence with the fastest response speed;

2. Set off a consumption climax, expand the service volume and compete for market share;

3. Touch the heartstrings of consumers through activities, enhance the potential goodwill of the brand and shape the brand image; .

Activity time: 8 days from May 11th to May 18th, 26 * * *

Activity theme: I send my mother health!

Activity content: During the "Mother's Day" activity, the top 5 patients who seek medical treatment in the hospital every day will receive two health insurance with a total value of 6, yuan in addition to enjoying (gifts/physical examination/lucky draw).

Recreational activities

"Love for Mother" performance

The second Sunday in May is International Mother's Day. In such a caring day, it can even increase the brand's public welfare image. And it is easy to get social attention and support.

purpose: to set off the first wave of activities and strive for the greatest attention.

goal: to win the public's good impression of the whole publicity month and strengthen the perceptual support of the brand through the children's love for their mothers.

target audience: children and mothers.

Activity content: put in media advertisements about two weeks in advance to remind children that Mother's Day is coming. Just fill out a family information form and you will have the opportunity to get a bunch of flowers on Mother's Day and a health care card for your mother. The first 5 children can also get tickets to take their mothers to participate in activities. On Mother's Day, choose the square (or theater) in the downtown business circle to set up a stage and invite the art troupe to perform. During the activity, any family whose child or mother's birthday is May 13th can get a one-year free physical examination. Families whose mothers and children have the same birthdays can get honorary members for life. Some lucky draws can also be arranged at the scene, and the grades are divided into first prizes: three-year 1 yuan free medical examination; Second prize: two-year free medical examination in 6 yuan; Third prize: one year's worth of free physical examination in 3 yuan. All performance and questioning prizes are free physical examination within one month (option).

Support needed for the activity:

1) Strive to co-organize with (provincial) women's federations, and rely on its extensive social influence, a large number of soft articles can be used to expand the momentum.

2) Media notification activities two weeks in advance to attract more people to participate.

3) Invite art troupes to perform on the spot to enhance the observability of the activities.

Expense budget:

Including flower giving, venue renting, stage setting, on-site advertising production, and host's appearance fee.

*** The performance fee of the art troupe is RMB 5,

Student group activities

Arrangements for campus activities: Let my mother have less snacks for me

With the child's student ID card or other valid documents, I can go to the school. The audience will also have the opportunity to receive a membership card of the Women's Hospital and a unique Mother's Day gift.

(Lecture) The screening content can be based on optional materials, including women's health knowledge, health care knowledge, etc. The core of the activity is to show the professionalism and dedication of the hospital to caring for women's health.

support required for the activity:

A, media support such as school publications, fashion media and mass media (about two weeks in advance)

B, cooperation with other activities in advance.

activity budget:

about 1 special performances, banner production expenses, site layout expenses, media support expenses, etc.

*** RMB 4,.

network activities

the trick of loving mom-online short messages and online story collection.

Take the initiative in the portal website, warm up in advance, and use the portal website and search engine to take the lead in communicating interactive goals online. Induce the consumers at both ends to pay attention to it simultaneously, and at the same time publicize the hospital website, killing three birds with one stone.

Precautions for the overall activities:

1. As there are many activities, each has its own theme. Therefore, the rational arrangement of the media is emphasized, and advertisements support the whole theme of "Happy Mothers, Healthy Mothers".

2. There should be close links between activities, such as the design of site layout, unified style and image, and the appearance of slogans. Strengthen mutual cooperation between activities and achieve integrated communication.

3. The organizer's overall coordination and planning among activities.

4. The suggested advertising words for key activities are "Mother is God" and "Women's Hospital-Professional Care for Beautiful Mothers".

5. You can leave some high tides, such as lucky draw, supreme, beloved members, and beautiful mother spokespersons, to draw a happy ending in the whole activity. At the same time, improve the concern of the event and the ratings of synchronous media reports.

Further reading: How to buy insurance, which is better, and teach you how to avoid these "pits" of insurance.