About the advertising plan for fitness clubs

Table of Contents

1. Foreword

2. Celebration Theme

3. lt; Advertisement gt;

Planning expected goals

4. Preliminary work for the celebration

5. Setting up the opening celebration activities

6. Cost budget and system

1 , Preface

This is a small project among the planning projects I have made. Recently, I have seen more novices on the forum. This small project is the best for newcomers who have just entered the planning industry. Study material, because this plan is simple and practical.

2. The theme of the opening celebration: building a five-star health club.

As the name goes, a good theme itself is a good advertisement, which plays a decisive role in the success of this event. The ideal theme naming effect is to allow consumers to fully experience the value concept advocated by the company from the theme (Ximalaya advocates a refined life and leisure style that returns to the essence of nature), thus creating a sense of conviction The feeling of admiration is to achieve the justifiable effect. "Build a five-star health club." This theme can not only fully reflect the company's strength from the side, but also fully reflect the value orientation of consumers and friends. For this reason, the author believes that this theme just meets the requirements of this event.

3. Expected goals of planning

The purpose of carefully planning the opening ceremony is to quickly convey the news of the opening of xx Fitness Club and enhance the social reputation and service of xx Fitness Club. The appeal of the entertainment industry reflects the industry's leading position and reflects the theme of our opening: "Create a five-star health club." The traditional opening celebration promotion model has formed a fixed pattern, and has gradually flowed into programming, discounts and rebates It is difficult for the three promotional methods of gifts to effectively attract target customers. Often businesses invest a lot of manpower, material and financial resources, but consumers simply do not buy them, and the ideal advertising effect cannot be achieved at all. If this opening celebration promotion wants to achieve a sensational and super popular effect, it must boldly adopt a new opening scene atmosphere creation and a unique integrated marketing model to guide the latest wave of marketing in Shunde's service and entertainment industry.

The expected goals of the event are as follows:

1. Make the information about the opening event of xx fitness club widely disseminated and allow more target consumer groups to participate in this event.

2. Deepen the impression of xx fitness club in the minds of target consumers.

3. Whether from early planning or later execution, we strive to achieve an unprecedented sensational effect.

4. Create a situation among peers where everyone comes from behind and become a dark horse among peers.

5. Enhance the self-confidence of internal employees.

IV. Preparatory work for the event

(1) Pre-opening advertising

In order to inform the general public of the joyful news of the opening of xx Fitness Club, we will take this opportunity Opportunity to spread the xx fitness club culture and lay a good foundation for the opening of the new store.

1. "Pearl River Business Daily" or "Shunde Daily" (depending on the actual situation)

Publish content: a. Information about the opening of xx fitness club. b. Information about activities on the opening day.

C. Information about the corporate culture of xx fitness club. D. Information on how to participate in the opening lottery and gift distribution

Function: Publish congratulatory advertisements to create an atmosphere of opening celebrations, which plays a leading role in passenger flow and public attention during the opening period.

Release specifications: Version 1/6

Release date: Monday, May 25, Saturday, May 30, 2006

Release media: "Pearl River" Business News》

2. Sending of exquisite picture albums (5,000 copies) and opening souvenirs (VIP customers will receive a professional yoga mat, etc.)

Published content: a. New store layout features, b. , Corporate culture promotion c, Special service promotion

Function: Taking advantage of the opening opportunity, design a unified VI for brand communication.

Information necessary for opening, the VIP customers of xx fitness club will definitely be the company's main source of business. Such customers must be protected and locked in the form of a club or the issuance of VIP cards. The source will surely provide the foundation for the continuous flow of tourists from nature. Therefore, it is necessary to have an overall publicity plan and systematically disseminate corporate culture. In this regard, it is best to select a beautiful picture album and issue it during the opening period. The atmosphere will be just right and not artificial.

Distribution method: put in the opening ceremony gift bag, one copy for each guest;

3. Outdoor advertising release in the city

Release content: a. There is information about the opening of xx fitness club. b. An image that can accurately express the corporate purpose of xx Fitness Club

Function: Use lifelike advertising images to announce the festive atmosphere of the opening of Datian xx Fitness Club to the public and carry out brand communication. The advertisement highlights the momentum of XX Fitness Club and the style of "industry leader". Outdoor street sign advertising must be in the central square of the city or the main section of the national highway. It cannot be stingy. Big advertising and heroism are the primary considerations.

Release date: May 20, 2006 - May 25, 2007

4. Issuance of color leaflets and newspaper clips

Release content: a. New store decoration b. Layout features c. Service features d. Relevant preferential policies for membership during the opening period e. Relevant methods for participating in the opening lottery (the prizes can be an appropriate discount on the membership fee, and the special prize can be exempted from the membership fee for one year to facilitate the participation of participants) (interest)

Function: The publication of the newspaper has a wide coverage, the target customer group is clear, and the gimmick will definitely attract the attention of the public, and they will be willing to participate in the activities held at the opening of the new store, thus achieving the publicity effect.

Entrained media: "Pearl River Business Daily"

Number of publications: 50,000 copies

Publication date: May 20, 2006 - June 2006 25th

5. Shunde or Foshan TV stations will launch coal bodies (appropriate launches only one week before the opening. After all, the cost of TV advertising is high but the effect may not be very gratifying)

Release content: a. Information about the opening of xx fitness club; b. Discount methods for joining within one week of the opening

Function: TV advertising has the characteristics of spreading information quickly and covering a wide area. In order to fully create a sensation in the industry on the occasion of the opening In order to enhance the atmosphere, it is necessary to play multiple rounds of one night a week before the opening. After opening, you will decide whether this advertisement is necessary based on the situation.

(2) The focus of advertising in the later period of opening

The advertising operation strategy after opening cannot be the same as that of creating a vigorous atmosphere before opening. At this time, more attention should be paid to concentrated and effective advertising. Resources are used on key target consumers. Carry out more public relations activities in places where target consumers are concentrated.

Such as Option 1: In the Bell Tower Park of the City Design Center, some dancing enthusiasts spontaneously gather here every night. Major merchants often hold promotional activities here, so it has become the most popular area in Shunde. , if the club’s resources can be reasonably utilized at the appropriate time to carry out some activities here, the publicity effect will be twice the result with half the effort.

Operation method: The club will send some instructors to teach some basic fitness movements to the public for free, and interested members can also be organized to perform here for a short period of time.

Function: As a public welfare public relations activity, it can make full use of people's interest in fitness and make them consciously participate in the activity, which will help increase the visibility and reputation of XX Fitness Club.

(The key is that the operating cost is low, and if the operation is done well, it will get twice the result with half the effort)

(5) Event settings on the opening day

1. Ribbon-cutting ceremony

(Basic content : Lion dance - leadership speech - ribbon-cutting - aerobics and other professional performances - lucky draw for participants - banquet for some VIPs (conducted at the same time as the lucky draw))

Celebration program:

The opening ceremony is initially scheduled to be held at xx Fitness Club Plaza at 11 a.m. on June 1, 2006. (If the company does not have a suitable venue, it can rent other squares or hotels)

——9:30 The music at the venue is loud, the flags are fluttering, the welcome, military band, lion dance team, etiquette ladies are in place, and the staff are ready The work is ready;

(Explanation: The lion is the strongest of all beasts, and the military is the support of the people. Both are also symbols of strength and momentum. xx Fitness Club not only wants to become a leading enterprise in Shunde, but also In order to become a nationally renowned brand in the near future, we should appear in front of the public with a grand and domineering image no matter when and where)

——10:10 Company leaders and guests came in one after another. At the venue, the etiquette lady signs in for the guests, puts flowers on them, and leads them to sit down. The etiquette lady waits at the entrance to make preparations for leading;

——10:55 Celebration Master of Ceremonies (Shunde TV station is invited to host (person in charge) announces that the celebration is about to begin, invites leaders and guests to sit down, and invites all people participating in the celebration to take their seats;

——11:00 The celebration officially begins, and the master of ceremonies of the celebration reads the opening remarks of the ceremony;

——The master of ceremonies read out the list of main guests attending the celebration;

——The master of ceremonies announced: The opening ceremony of xx Fitness Club has begun! (Golden drums beat together for 10 seconds);

——The master of ceremonies of the celebration invites the military band to play a piece of music;

——The master of ceremonies invites the dragon dance team to perform;

——The celebration master invites the lion dance team to perform;

——The celebration master announces: please speak; (company leader);

——The celebration master announces: please speak; ( VIP);

——The master of ceremonies of the celebration presided over the ribbon-cutting ceremony, and the hostess led the company leaders and guests to their seats;

——The master of ceremonies invited the leaders of xx Fitness Club to preside over the cutting ceremony.

——The leaders of xx Fitness Club announced: xx Fitness Club is opening! (Leaders and guests cut the ribbon!)

——The moment the ribbon was cut, the music was loud, fireworks filled the sky, dragons and lions danced, and the celebration reached a climax;

——Various colorful performances such as , aerobics or Latin dance, etc.

——The master of ceremonies announced: All distinguished guests are invited to a banquet!

——On-site lottery activities for other attendees (winners can get a discount on their entry fee, which is actually a final touch)

------In the singing, the emcee Conclusion,

——The celebration is over.

2. Celebration atmosphere layout

(1) Atmosphere layout on the main road section where the club is located

1. 8 straight-lift balloons.

2. Plant sword flags along the main road section where the club is located (after obtaining approval from relevant government departments) to create a festive atmosphere connecting the two points;

(2) Atmosphere layout of the venue

1. The venue is equipped with 8 straight-lift balloons;

2. The celebration theme slogan "XX Fitness Club Opening Ceremony" is hung above the front door of the main venue; a 1.5-meter-diameter balloon is hung directly above the door Semi-circular flower balls to embellish the atmosphere of the venue;

3. Place congratulatory flower baskets on the left and right sides of the entrance, 8 on each side;

4. Hang flags at appropriate venues to add to the atmosphere A strong festive atmosphere;

5. Place 10 pillar flower stands in front of the ribbon-cutting venue in advance to prepare guests to cut the ribbon and beautify the venue;

6. Leave 5 meters in front of the ribbon-cutting flower stands In the open space, prepare for the lion dance team and military band to perform before the meeting and at the end of the climax of the celebration;

7. Arrange a few rows of seats neatly in front of the open space and prepare to invite distinguished guests to take their seats;

8. A large welcome sign is placed on the left side of the gate, which reads "Warmly welcome all leaders and guests to come to xx Fitness Club for guidance!" A large congratulatory sign is placed along the entrance road of the underground parking lot, which reads "Warmly congratulate the opening of xx Fitness Club" to the guests. Express a warm welcome;

9. Next to the welcome sign, there is a sign-in table covered with red cloth and decorated with flowers, ready for the etiquette lady to accept the guests' sign-ins and wear flowers for the guests.

(3) Slogans for this event

1. Warmly celebrate the opening of xx Fitness Club!

2. Warmly welcome leaders, guests and friends at all levels to visit and give guidance!

3. Create a five-star noble, comfortable and healthy club

6. Cost budget and system (omitted)