There are four general articles in the bank's Spring Festival theme activity plan.

The success of bank Spring Festival theme activities is often inseparable from a good plan. When we write an activity plan, we should indicate the purpose, time and place of the activity. The following are four reference materials shared with you for reference. You are welcome to refer to them.

In order to cooperate with our Spring Festival marketing activities and seize the opportunity of Suzhou Spring Festival bank card marketing, the Bank Card Department of the branch designed a 20xx Spring Festival bank card marketing activity plan. The period is from February 20th, 20xx 12 to March 20th, 20xx for 3 months, as follows:

One. Overview of activities

This activity is based on the principle of combining dots and faces, and is implemented with the scheme of 2+ 1: 2 refers to "faces", and two major activities are carried out during the whole activity: the marketing activity of issuing BOC Metropolitan Card-"BOC Metropolitan Card-"You handle the card, I will recharge it "; There is also the China Bank Credit Card-"There is no limit for swiping the card, and winning the prize will be sent to the computer". 1 refers to the "point", which is a local activity carried out by the branch headquarters and five county-level branches during the activity. Suzhou Branch-county branch activities to be determined (please submit them to the card department of the branch before 65438+February 20th).

Second, the content of the activity

(1) BOC City Card Issuance Marketing Campaign (the whole province) Theme: "BOC City Card-Happiness is around you and me"

You get the card, I get the value. For customers who successfully applied for BOC Metropolitan Card from February 20, 20x65438 to March 20, 20xx and paid the annual fee for the first year, and swiped the card five times before April 30, 20xx, Jiangsu Branch of Bank of China will recharge the mobile phone number filled in the application form by 100 yuan in mid-May, and the annual fee for the next year will be exempted. Through the feedback from the card opening ceremony, customers' resistance to the annual fee of BOC Metropolitan Card will be dispelled, a large number of potential young customers in the market will be transformed into effective cardholders of BOC Metropolitan Card, the age structure of cardholders will be adjusted, and the brand image of young ethnic group cards will be established.

This activity is combined with activity 2 (see below) to promote (2) BOC card marketing activities (nationwide).

Subject: "There is no limit for swiping the card, and winning the prize will be sent to the computer"

20xx 65438+20xx From February 20th to March 20th, all Bank of China credit cards and Bank of China Great Wall RMB credit cards in our bank can be swiped to draw prizes, and 3 laptops will be given away every day! Details of the activities are as follows.

1, applicable to BOC series credit cards and BOC Great Wall RMB credit card customers. During the activity, 1 lucky BOC credit card customers and 2 lucky Great Wall RMB card customers will be generated through the lucky draw every day, and each of them will receive a laptop donated by China Bank for free.

The lottery rules are simple. Unlimited amount, unlimited currency, every valid transaction has the opportunity to participate in the lucky draw. 3. Each winning customer can only buy one gift. Screening conditions. (1) Transaction type: Cash withdrawal or consumption only, excluding the consumption of merchants such as real estate, finance, transfer, automobile, wholesale, schools, charities, financial institutions and government agencies. (2) Account status: excluding fraudulent cards with M3 or more, BOC series credit cards and Great Wall credit cards overdue for 60 days or more.

4, unified distribution, saving costs. China bank card customer prizes will be distributed to customers within 65,438+00 working days after the Head Office summarizes the winning list every month. The specific method will be negotiated with the computer supplier. The deadline is tentatively set at March 365,438+0, 20xx, and overdue gifts will be handled by the head office. The customer's certificate and card number should be verified in the delivery process to avoid counterfeiting.

③ Local exclusive activities

1. Activities of Suzhou Branch

Time: 65438+Feb. 26th to 65438+1 Oct.1.

2. Activities of county-level branches (to be determined)

Branches can plan according to the following three modes:

A "send-send" mode: the marketing mode recently adopted by our bank in cooperation with Golden Eagle International and Taihua Shopping Mall, that is, cardholders only need to swipe their cards in the shopping mall and send a gift certificate on the basis of spending a certain amount in the original shopping mall, and the extra gift will be borne by our bank. For example, during the anniversary of Golden Eagle 65438+February 15 to 65438+February 18, if you spend more than 300, you will get 188, while if you spend more than 300, you will get 200.

B. Discounted cash mode: the marketing mode adopted by banks and Auchan Supermarket for the celebration, that is, cardholders will enjoy certain preferential discounts when spending by credit card, and the rebate of merchants will remain unchanged, and the discount will be borne by banks and merchants half or otherwise agreed. For example, Suzhou Auchan Supermarket, the cardholder of our bank, enjoys a 98% discount on credit card spending during 12, 1 to 12, 3 1 anniversary. The supermarket will directly return the discounted cash to the cardholder, and the two-point discount will be borne by our bank and Auchan.

C. Closed store sales mode: Taicang Sub-branch and Taicang Wuxing Electric Appliance Co., Ltd., Wujiang Sub-branch and Shengze Wuxing Electric Appliance Co., Ltd. respectively adopt closed store sales mode, that is, merchants are only open to our cardholders for a certain period of time and enjoy certain preferential discounts. For example, Wujiang Shengze Wuxing Electric Appliance Co., Ltd. closed its store for BOC cardholders from 4: 00 pm to 65: 438+00 pm on February 10, and all customers who participated in the group purchase were given 100 yuan shopping vouchers. This shopping voucher is provided by Wuxing Electric and can be used to deduct cash at the final transaction price.

For the marketing activities organized by the county branch, the branch card department will give subsidies not higher than 50% of the total marketing expenses of the activities according to the activities and advertisements. Event marketing expenses only refer to the gift expenses needed to carry out activities. Activities and publicity expenses (including but not limited to advertising expenses, promotional materials production expenses, etc.). ) paid by the county branch in its own special publicity expenses, or using the existing advertising resources of the branch. The card department of the branch no longer subsidizes the publicity expenses of each branch.

Third, the promotion of activities.

The publicity of this event is divided into various publicity channels according to the publicity theme, and the card department of the branch is responsible for organizing all publicity work in Suzhou. Five county-level branches must use their own publicity and marketing channels according to the timetable. The credit card department of the branch will subsidize the activity marketing expenses (gift expenses) of each branch according to the activity promotion degree of each branch. Specific activities publicity and responsibility arrangements are as follows:

Four. Activity cost:

(1) marketing expenses of activities

The gift expenses arising from the "BOC City Card Marketing Campaign" and "BOC Credit Card Marketing Campaign" in this activity shall be borne by the provincial bank and the Head Office respectively.

The marketing expenses (including five county branches) generated by local activities in this activity shall be borne by the headquarters and county branches. It is estimated that the branch company will bear 200,000 yuan, and the county branch company will bear 654.38+10,000 yuan. (2) Publicity fee 1, publicity materials fee

A. BOC's marketing activities for issuing the Metropolitan Card:

Photo posters of outlets: 190, each 30 yuan, totaling 5,700 yuan.

Pages of leaflets: 30,000, each 0. 15 yuan, totaling 4,500 yuan.

Small posters for wage earners and communities: 1 1,000, each in 3 yuan, totaling 3,000. B. Credit card marketing activities of China Bank:

Photo posters of outlets: 190, each 30 yuan, totaling 5,700 yuan.

2. Advertising expenses

All advertising resources in Suzhou adopt the media advertising procurement project of the branch in 2007 (the specific implementation plan is to be decided through consultation. If the office cannot arrange advertising items according to the above advertising requirements, the branch card department will add relevant advertising fees as appropriate. MMS publicity expenses shall be borne by the Card Department.

For all advertisements of the sub-branch, the bank card line of the sub-branch shall actively seek resources from the bank or arrange publicity and marketing projects by itself. The relevant expenses are self-care.

The Bank Card Department of the branch expects the total expenditure to be about RMB 220,000 in this activity.

Verb (abbreviation for verb) about the goal of an activity.

In the first quarter of 2007, China Bank issued 1 10,000 city cards, and the direct purchase amount of bank cards reached 850 million yuan.