The universal template of activity planning teaches you to learn online and offline activity planning in three minutes, and take it out if you want to do activities. Event planning is an effective behavior to increase market share. An executable, operable and creative event planning case can effectively enhance the visibility and brand reputation of the enterprise. Event planning case is relative to market planning case. Strictly speaking, they belong to the same brother branch of market planning, and event planning and market planning are complementary and interrelated. Market planning and activity planning are subordinate to the overall marketing idea of the enterprise, and the activity planning case should follow the overall thinking of the market planning case, so that the enterprise can maintain a certain market sales. Let's take a look at the planning of online activities and offline activities respectively. How to plan a successful online activity? -Online activities refer to activities initiated on the Internet and carried out entirely or mostly on the Internet, as well as the process of publishing activity information, recruiting activists and carrying out activities on the Internet. First of all, clarify the thinking of activities. The planning case of online activities is divided into two parts: creative case and execution case. There are both connections and great differences between them. Creative cases are the basis of executing cases. Creative cases only need to show the basic ideas and ideas of the activity, while executive cases need to show the details of the activity in detail. 1, activity creative case The requirement of activity creative case is simple and clear, and it doesn't need much content, but it needs to show the creativity of the activity. Generally speaking, an event creative case will have 2-3 ideas to choose from. The framework of creative cases is relatively simple, generally speaking, it is divided into two parts, the source of creativity (introduction) and the basic content of activities. Just make it clear at two points. Creative source: the inspiration of the activity, if it can be combined with the current hot spots, it would be better. Basic content of the activity: explain clearly the theme, time, platform and how to do it. 2. Activity execution case The activity execution case is carried out after the activity creative case is determined. Some companies have no creative cases when planning activities. However, even if there are no creative cases, it is necessary to communicate the creativity and basic content of the activity before doing the implementation case, otherwise it will waste a lot of planning time. The case of activity execution is a very good test of the basic skills of planning. Here is a brief talk about the qualities that an online activity planner should have: network awareness: having a certain understanding of the Internet, especially the characteristics and laws of Weibo, WeChat, Douban and other common platforms for activities. Creativity: The platform of activities is limited, and the forms of activities come and go, so whether an online activity can be successful requires a good creativity. Systematic thinking: activities from creativity to implementation involve the allocation of various resources, which need to consider the overall environment, the actual situation of the company and the situation of products, and need to consider the problem with systematic thinking, otherwise the planned things will be a dead letter and there is no way to land. Communication and expression ability: an activity often needs to contact and communicate with different departments from creativity to implementation. If you want the activity to develop in the direction you want, you must actively express and communicate. Note that it must be active. Secondly, refine the activity plan. 1. Is the purpose of the activity to increase downloads, platform activity, or brand communication? The purposes complement each other, but to find the key points, we need to grasp the main purpose to design the details of the whole activity in order to achieve the effect of the activity. Second, activity guidance 1, topic emotional guidance, photo selection, and sense of participation. Like Weibo. # How do you spend this Christmas # When Christmas comes, you can spend it with whoever you want. Say your Christmas wish, download the mobile phone software recommended by CCTV, and you will have a chance to win two movie tickets and spend romantic Christmas Eve with Ta. 2. Material reward settings: that is, what rewards users can get in this activity. It is suggested that "the grand prize is exciting and the small prize is constant". You can use the grand prize as bait, and then there will be small prizes every day or for a period of time, but it must continue, otherwise it will reduce the enthusiasm of users. Prizes are best related to the brand, customized and personalized, considering energy and delivery cost. It is suggested to choose items that don't need to be mailed as much as possible: prepaid cards, JD.COM cards, movie coupons, WeChat red envelopes, lottery tickets and movie seeds. . . Third, the activity form is creative, interesting and low cost. After selecting the activity platform, the form of the activity should be planned according to the characteristics of the platform and the purpose of the activity. The forms of online activities include building grabbing, spike killing, prize forwarding, prize collection, online selection, registration and coupon delivery. There are dozens. The key is to combine the purpose of the activity and the characteristics of the platform to choose and innovate. 1, market analysis from the product market, differentiation, competition, active users in four aspects, if there are detailed data to support. 2. The theme of the activity must be simple and attractive. Solve a user's confusion: what is this activity about and why should I participate? 3. The activity time is the time to execute the activity. Online activities should not be too long, which will affect users' interest in participation. It is recommended to complete it within 15 days. 4. The choice of activity platform is very important, which determines the way and final effect of the activity. For the time being, the activity platform is divided into its own platform and mass platform. 1) own platform: own App, Wap page, WeChat, Weibo, etc. The advantages are various forms, which can develop functions according to their own needs and bring traffic to official website; Disadvantages are high technical requirements (general enterprises can't operate) and high promotion cost. 2) Mass platforms: such as Weibo, Qzone, Douban, Post Bar, etc. The advantage is that it can be promoted by using the resources of the platform itself, and there is no technical requirement; The disadvantage is that the form of activities is limited. Fourth, the promotion of large-scale activities needs preheating, early guidance and core target users. Marketing is generally divided into two aspects, in-station promotion and out-of-station promotion. In-station promotion is relatively simple, that is, how to use the resources of its own platform to promote, such as advertising space on the home page, text chain and so on. Promotion outside the station should be done according to one's ability. Generally speaking, promotion means include KOL forwarding, manual posting and cooperative promotion. Fifth, the activity feedback activity is completed to remind and encourage: 1, hey, local tyrant. Congratulations on your successful participation in this activity. The winners will be announced on XX, so please stay tuned. 2. Inviting more friends to participate in activities can improve the chances of winning the prize; It's a pity that you didn't win the grand prize in XX activity. I will send you a comforting kiss. Don't thank me! Publicize the winners' list, how many copies have been taken and how many copies are left, and give real-time feedback. Sixth, the effect expectation and the effect expectation of the target online activities can be considered from the dimensions of the number of participants, download volume, PV, UV and so on. The goal needs to be set in stages according to the progress of the activity, so that it can be adjusted appropriately according to the difference between the actual effect and the goal during the execution of the activity. Seven. Activity remarks this part is the key to the implementation of the plan. The focus is on "details", and all aspects of the implementation of the activity should be considered. It can be considered from the following aspects: activity process, activity rules and award setting. (If it is executable, you can make the activity flow into a graphic form). How to plan a successful offline activity? Premise: small-scale activities: 20-200 people, with a budget of less than 5,000. 1, first inspection list 1) Setting time; 2) determine the budget; 3) determine the site; 4) speakers; 5) registration channels; 6) issue a notice; 7) Activity notification format; 8) List of field personnel; 9) List of materials; 10) site schedule; 1 1) Pay attention to taking pictures; 12) gifts; 13) activity planning; 14) volunteers; 15)PPT (keynote speech). 2. Secondly, refine the activity plan. 1) time is the same as argumentative writing, time and place, people's time. Set a time, choose a place, estimate the number of people, and start screening the venue for peace talks. Consider the lecturer's time, colleagues' time, public holidays, whether the venue is available ... to determine the time. Determine whether the activity time is 2 hours or 3 hours. Of course, activities are generally delayed, usually from half an hour to 1 hour. 2) Budget Talk to your boss and ask your colleagues. If you have any free resources, you must use them. For example, free sponsorship of food, free provision of venues, free sponsorship of small gifts and so on. This way, the same 5k can do more things. After some discussion, you will know which money can't be saved and which money can be changed. Ask in advance whether to issue an invoice, whether to add 7% tax point to the invoice, whether to deposit it, whether to pay it on site or in advance, and so on. 3) Whether the venue can help you receive express delivery, live Wifi, microphone and projection. Is there any noise at the scene? Is the power socket enough? Can the air conditioner work? Yi Labao, can you put up your poster? Does the venue provide free food? Did any of them help you? Is there a sign starting from the main entrance? Keep your users from finding it. Is the venue famous? Whether there is a large flow of people and whether there will be tourists from this venue to join your activities. Do you have WeChat, Weibo, etc. Are you willing to promote your promotion activities in this venue? This will bring more traffic. 4) Speaker: Do they have unreliable criminal records? Will it arrive on time? Check their PPT before the activity to prevent strange things from happening. What are their WeChat or Weibo accounts? This needs to be given to them when the event is promoted. Send all PPT to the speaker before the activity and share it after the speech. Convenient for participants to obtain. 5) Registration channels can be promoted in many places, but only one link can be registered. Avoid repeated registration, multiple statistics, and email notifications are also prone to problems. In addition, you can do some small information collection when registering. What are their commonly used apps? How do I know about you? Any suggestions and so on. 6) The announcement is the same as above. Can the venue be notified in advance and posters posted? Is there any friendly channel to inform? What channels can I inform myself? If you need to transfer by bus, please mark it in detail and indicate the directions. Notify once after the registration is successful, and notify again 3 days before the event. In addition, after the activity notice is issued, show it to the speaker. Some speakers will forward it conveniently, which will bring many people. 7) Specification of event notification format, time and place, and people events. Let people judge whether this activity is worth participating in within 30 seconds. Schedule, place, presentation, etc. Dry goods are in front. Use your own language to describe the speaker, and only write the position of XX company. Ordinary people tend to lose their attention. 8) Site personnel shall determine the personnel who must come in advance. Arrive early 1 hour. Prepare materials, check details, prepare check-in materials, and communicate with the site. A clear division of labor, although we can take care of each other, but a clear division of labor can better check. Photographing, real-time WeChat group interaction, Weibo update, sign-in, gift delivery, microphone delivery ... 9) Materials Common materials include: posters, small gifts on site, sign-in forms, pens (in large quantities), Yi Labao, snacks, cameras ... Many materials need to be delivered to the venue in advance and signed by the venue. Some need to be posted in advance, such as posters. 10) Don't delay the on-site schedule. Some venues have another activity, which delays another person. Some venues are calculated by time, and there is an extra charge for delays. In addition, the delay will cause users to leave early, and the effect is not good. Stick to the schedule strictly. If it is adjusted, recalculate the time. Countdown the speaker with a computer or tablet. And in the last 5 minutes, 1 minute, the countdown will be reminded. 1 1) Take photos, pay attention to taking photos of the live event signs, speakers and PPT, questioners, signing in to the scene, accepting gifts, etc., and continue to ask questions with the speakers and change contact information when leaving. Invite everyone to take a group photo as soon as possible. Many people fall behind. If there is a banner, you can take a group photo under the banner or poster. 12) Recommended gifts to take away: stickers and T-shirts. Recommend small gifts, books and snacks for live interaction. Gifts are not only used to communicate feelings, but also pay attention to advertising and communication effects. If you can put your logo on your computer and take it anywhere, how good the communication effect will be. Gifts should be distinctive. I hope those cybernetics who love to take selfies and show off can take them back, spread them out and show them to others. Better have stickers and T-shirts. This kind of customization is not expensive and the communication effect is good. Then there are hats and cups, which can be used for a long time. Third, bracelets, postcards, etc. In most cases, it will be discarded, just referring to the scene diagram. In addition, don't expect too much from gifts sponsored by other companies. Generally, it is useless waste products of the company, things that can't be sold, and so on. Pens, hair dryers, chargers, USB flash drives, ballpoint pens and the like. Of course, it is better to have something than nothing, which can deepen the interactive effect in the venue. It is very pleasant for the questioner to get a gift as encouragement. 13) After the time is set for the activity planning, the time for speeches and questions is removed, and some fun sessions can be planned for the rest of the time. You can make friends alone, which is a link that most people are interested in. You can let everyone discuss in groups. It can also be broadcast live for 5 minutes, and everyone will share the short story in turn. You can also have a tea break directly, and everyone will automatically chat with people who are interested in it. Everything depends on the theme of your activity. 14) Volunteers have an important and irreplaceable position, such as organizers and hosts. There are also some activities that anyone can do, and anyone can join the help in 5 minutes. For example, sign in, send small gifts, and maintain order. These can be selected from your participants. When filling out the application form, ask if you want to be a volunteer. The general probability is 10: 1, 100 people attend the meeting, about 10 people are willing to volunteer, and finally about 5 people actually volunteer. This is also related to the organization, which is public welfare, interesting and credible, and it is easier to get reliable volunteers. College students are the main force of volunteers, but they have less experience and more time. People who have worked for 2-3 years are the second main force. They are experienced and usually take part in work-related volunteers. Volunteers are required to fill in: name, telephone number, email address, micro signal and professional field. Before each activity, designate a volunteer XX to be XXX. It's convenient to get into the state in 3 minutes. If you can fill in your own areas of expertise, you can guide volunteers to complete copywriting, posters, translation, report writing and so on. Every time you go offline, dig and train volunteers well, and future activities will be smoother and smoother. Top operation summary: Attracting the target audience is the basis of successful activity promotion planning, and a good activity will definitely pay attention to the participation and interaction of the audience. Some event planning will also introduce public welfare into the event, which not only combines the consistent credibility of newspaper media, but also stimulates the brand's reputation among the masses. Even the event itself has certain news value, which can be spread in the first time, attract the public's attention to the maximum extent and establish a brand image.