Insurance mother's day activity plan

The purpose of Mother's Day activities is:

(1) Public welfare activities and public activities

(2) Event activities

(3) News activities

-arouse widespread concern in society and form a strong public opinion effect and communication effect. Fashion multi-space transformation, using unprecedented three-dimensional integrated communication, permeates rich family and cultural atmosphere, and achieves the purpose of changing small sections into large and small sections, making big dramas with small sections and promoting sales with activities.

Happy and healthy Mother's Day

Duration: 10 day (mid-May)

The purpose of the activity: to lock in the direct consumption groups of female mothers over 40 years old and their children (indirect consumption groups) to produce consumption desires, to enhance the public welfare image and intimacy of XX hospital brand, and at the same time to enhance and tap the purchasing power of potential consumers and the sensory stimulation of impulsive consumption, thus generating direct economic benefits.

Activity goal: attract consumers' attention through 5-6 individual activities. While gaining brand benefits, contribute tips when spending.

Overall arrangement:

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

Consolidate and strengthen the brand's intimacy and impress customers with true feelings.

All activities have multiple threads for the application to run:

Happy mother's day, a healthy mother-giving gifts to health

The Unique Skill of Loving Mom —— The Stretching of Literary Activities

Give a beautiful mother a young and healthy holiday gift.

Xxxx Hospital-the patron saint of caring for beautiful mothers-love for mothers.

Caring for mother, healthy mother-send a physical examination

In children's minds, mother is God.

On-site activities:

On the day of "Mother's Day", how can we touch the heartstrings of consumers and get out of the spiritual offensive of other brands? According to the usual experience, shopping malls, supermarkets, especially the medical industry, such as sending flowers, beauty promotion, etc., hospitals have less actions. I think people are most concerned about the topic now-how to keep healthy! In other words, keep your beautiful mother healthy and beautiful!

Health is the wealth of the family!

Health is the foundation of life!

Health is the source of happiness!

The prompt and rendering function of the media can strengthen children's attention 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 a lot of "eyeballs", not only attract the attention of the media and consumers, but also arouse the children's voices! Who doesn't love his mother? Affection is precisely the most touching weapon! ! The combination of multi-channel public relations marketing and multi-angle and multi-space promotion, organic integration, mutual coordination and mutual support, is my integration idea for this activity.

Public relations support:

Cooperate with three life insurance companies. Insurance salesmen are mostly women, and their income is much higher than other industries, with an average age of about 40 years old. Their professional characteristics have led to gynecological diseases in different degrees, and they have a strong sense of medical care and insurance. Our hospital will present the health check-up card interactively with the small accident insurance card of the insurance company, and stimulate two groups at the same time: the insurance salesman and her (his) new and old customers. At the end of the year, insurance salesmen will visit new and old customers. While explaining medical insurance and health care knowledge, he will convey to customers the importance of affecting family health, such as: female diseases (tumors, breast diseases, etc. ) are reflected in the insurance clauses as relatively serious diseases, and will take care of customers' health (most families take women as the main object of appeal). 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 200%, 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 customers is also for patients in our hospital. This will win more customer satisfaction and loyalty. The operating cost is extremely low, and it is completely one-on-one communication, and the target arrival rate is as high as 200%. Integration and complementarity, win-win and mutual benefit, visibility 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 be recognized by consumers. However, through sincere communication and face-to-face communication, consumers can recognize the brand, which is very important. Brand reputation is conveyed in two directions and effectively involves the brilliance of nature. Only by creating the reputation of the brand, consumers will consider us when faced with choices, not others. This is especially obvious when the competition of medical services becomes increasingly homogeneous and fierce.

As a relatively special commodity, although the communication of medical advertisements has certain particularity, starting from the origin of marketing, through careful analysis of its product characteristics, audience contact habits and media performance, we can 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 30,000 to 10,000, reasonable media itinerary selection, arrangement and delivery can achieve the best communication effect. Gradually guide our advertising communication to the narrow broadcast stage of standardization, scientificity, differentiation and interaction.

Breakthrough promotion of live news points:

Things bring feelings, feelings move people!

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

Activity purpose:

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

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: May 200611-May 18 * * 8 days.

Activity theme: I send health to my mother!

Activities: During the "Mother's Day" activities, the top five patients who go to the hospital for medical treatment every day will receive two health insurance with a total value of 6,000 yuan in addition to enjoying (gifts/physical examination/lucky draw).

recreational activities

"Love Mother" performance

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

Goal: set off the first wave of activities and strive for maximum attention.

Objective: Through children's love for their mothers, we can win the public's goodwill for the whole publicity month and strengthen the perceptual support for the brand.

Target audience: children and mothers.

Activity content: put media advertisements about two weeks in advance to remind children that Mother's Day is coming. Just fill in a family information form and you will get a bunch of flowers and a health card for your mother on Mother's Day. The top 500 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 district to set up a stage and invite the art troupe to perform. During the activity, all families whose children or mothers' birthdays are May 13 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 free physical examination worth 1000 yuan; Second prize: free medical examination for two years in 600 yuan; Third Prize: One-year free physical examination for 300 yuan. All performance and questioning prizes are free physical examination within one month (optional).

Support required for the activity:

1) Strive to cooperate with (provincial) women's federations, and rely on its extensive social influence, you can use a large number of soft articles to expand your momentum.

2) Notify the media of the event two weeks in advance to attract more people to participate.

3) Invite the art troupe to perform live to enhance the appreciation of the event.

Cost budget:

Including flowers, venue rental, stage construction, on-site advertising production, host appearance fees, art troupe performance fees.

* * * RMB 50,000 Yuan.

Student group activities

According to the arrangement of campus activities: let my mother make less snacks for me.

With the child's student ID card or other valid documents, you can get two tickets for the special health knowledge lecture on "Caring for Mother's Health" in XXX Hospital. The audience will also have the opportunity to get a membership card of the Women's Hospital and a unique Mother's Day gift.

The content of screening (lecture) can be selected according to optional materials, such as women's health knowledge and health care knowledge. The core of the activity is to show the professionalism and dedication of the hospital in caring for women's health.

Support required for the activity:

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

B. Preview of other activities.

Activity budget:

About 10 special performance, banner production, venue layout and media support.

* * * RMB 40,000 Yuan.

cyber activity

The unique skill of loving mother-network short message and network story collection.

Take the initiative in the portal website, warm up in advance, use the portal website and search engine, and take the lead in online communication and interaction. Induce consumers at both ends to pay attention at the same time and publicize the hospital website, killing two birds with one stone.

Matters needing attention in the overall activities:

1, because there are many activities, each with its own theme. Therefore, emphasizing the reasonable arrangement of the media, advertisements support the whole theme of "happy mother, healthy mother".

2. Activities should be closely related, such as the design of venue layout, unified style and image, and the appearance of slogans. Strengthen the mutual cooperation between activities and realize integrated communication.

3. The organizer's overall coordination and planning of various activities.

4. The advertising words of key activities are suggested as "Mother is God" and "Maternity Hospital-Professional Care for Beautiful Mothers".

5. You can leave some climax such as lucky draw, supreme, beloved member, beautiful mother spokesperson announcement, etc., and draw a satisfactory full stop for the whole activity. At the same time, improve the attention of the event and the ratings of synchronous media reports.

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