Planning scheme of public relations activities (I)

Meaning The school decided to prepare for the celebration work in order to review the history of the school, show its achievements, look forward to a bright future, expand its popularity, gain an advantage in the competition with universities, unite all forces, and promote the comprehensive and rapid development of the school into a well-known university in China.

first, the purpose of public relations planning

first, through this celebration, we will convey the development course and teaching achievements of our school to all sectors of society, expand its influence in society, and enhance its awareness and reputation in society.

second, through the scale effect of this activity, create a "campus cultural atmosphere", strengthen students' understanding and understanding of the school, and form honor and pride.

Third, take this activity as an opportunity to improve the "software" of the campus, compile the history of the campus, and build a "cultural corridor" and other information exchange platforms.

4. Take this activity as an opportunity to report to leaders at all levels, teachers and students attending the meeting, and listen to relevant opinions and suggestions, so as to improve the future work areas and strive to achieve the satisfaction of leaders.

5. With the help of this activity, with the theme of "the place where students dream of starting", strengthen the contact between our school and alumni. Pay attention to and support each other, create an atmosphere of "campus feelings" and "teacher-student feelings", and lay the foundation for related campus activities in the future.

II. Time and content of celebration activities

(1) Start-up stage (May 21st, 2xx)

1. Establish preparatory leading bodies and working bodies

2. Study and determine the celebration day and name, and create specific activities to welcome the celebration inside and outside the school

(1) Hold inspiring words with the theme of "Today is your birthday-my alma mater".

(2) Develop various exhibitions of painting, photography and calligraphy with the theme of "My Teacher". Based on this, the emotional communication between teachers and students can be established.

(3) In view of the "xx anniversary of the founding of Yangzhou University", the school songs were collected for the campus. The purpose is to improve campus software engineering and open up ways for teachers and students to participate in it, and also to distinguish and highlight the uniqueness of campus culture from other campuses.

(4) The collection of school emblem aims to improve the cultural construction of the school, become the emotional closeness symbol of teachers and students, and also to reflect the cognitive foundation of the campus in society.

(5) "Alma Mater, I am proud of you" to celebrate the 11th anniversary of Yangzhou University, with the theme of highlighting the achievements and social impact of the campus in the past 11 years. And compile the winning works into the school calendar.

4. Start the fund-raising work. The school accepts donations from people from all walks of life for celebration activities and campus construction.

5. Study and determine planning projects and campus landscape projects.

6. Complete other tasks determined by the leading group for the preparation of the school celebration.

(2) Preparatory stage (July 2xx-2 months before the anniversary)

1. Establish alumni contact stations around the country and edit the Alumni Address Book. Set up an alumni website

2. Compile the history of the school, compile picture books, edit the special issue of the school anniversary, make CDs (feature films), design and confirm the souvenirs of the school anniversary, and publish and distribute the history of the school

3. Arrange the school history exhibition hall

4. Organize the campus environment beautification and renovation of the school building

5. Organize the rehearsal of literary activities and the exhibition of teachers and students

. Highlight "achievement" and "honor".

(2) Prepare for the celebration party and hold the alumni forum

6. Formulate the academic exchange program, conduct scientific and technological achievements negotiation, organize academic reports and expert forums

7. Organize the implementation of planning projects and campus landscape projects.

8. Continue to raise funds related to the celebration activities and set up a special fund.

9. Contact and implement the leadership inscription, and determine the list of important leaders, guests and important alumni

1. Formulate the specific implementation plan of the school celebration activities

11. Complete other tasks determined by the school celebration leading group.

(3) Celebration stage (2 months before the anniversary-the anniversary day)

1. Invite leaders, guests and alumni

2. Compile (publish) the school history, alumni record and academic report collection (1) hold the launching ceremony on the anniversary day

3. Draft the anniversary manuscript and print the written materials

. Intensify the publicity of the celebration in various media (1) Invite the news media to participate in the celebration activities

5. Register to receive gifts and money and display them

6. Hold the celebration activities on the celebration day, with the participation of Yangzhou leaders, responsible comrades of various departments, journalists and global alumni:

(1) A. Sing the school song

B. Speech by the principal. Congratulation from well-known alumni

C. The school held a souvenir cover and stamp launch ceremony

D. A global alumni association was held, and well-known alumni recalled history

E. A large-scale alumni reception was held

(2) A cultural performance evening to celebrate the 11th anniversary of the founding of Yangzhou University. Embody the themes of "honor", "unity" and "dream". Strengthening in the form of activities reflects the achievements and advantages of the school. It has also become an important part of cohesive campus emotions.

(3) The large-scale signature activity of Yangzhou University. Initiate and call on the signature activities of all experimental teachers and students who will attend the meeting at that time, which embodies the unity of "deep affection for my alma mater" and expresses the pride of "I am proud of Yangzhou University". The leading group for the preparation of the school anniversary consists of nine working groups, including office, publicity group, materials group, alumni liaison group, project planning group, academic activity group, environment and construction group, fund-raising and funding group, literature and art group, and teacher-student activity group. Each college has established a working group for the preparation of the school anniversary.

III. Personnel organization

School leaders at all levels

Youth League committees at all levels

IV. Budget

1. Personnel expenses: 1, yuan

2. Media expenses: 1, yuan

3. Communication expenses: 1, yuan < Material cost: 5, yuan

5. Guest consumption: 5, yuan

6. Rental cost: 1, yuan

7. Entertainment cost: 3, yuan

8. Mobility cost: 2, yuan

5. Transmission route:

1. The Youth League Committee will send the news of the activity to the government; It will be released by Yangzhou Daily and TV station around May 3th.

2. Mid-term publicity: Yangzhou Daily, Evening News, TV News, TV Station, Radio Station, China Tourism News, China Environment News, Yangzi Evening News, TV Station, etc. It is planned to invite school and government leaders to participate.

3. Post-publicity: Yangzhou Daily, Evening News, TV News, TV Station and Radio Station will organize and publish articles about "News Summary" in relevant media within half a month after the event, and comment on this event, so as to further expand the influence of the event.

VI. Problem prediction and emergency plan

1. Safety risk: Yangzhou Public Security Bureau, Central Plaza Management Office, Yangzhou Aviation College 2. Financial risk: financial management of Yangzhou University

3. Personnel replacement: Yangzhou University

4. Weather change: weather forecast, The celebration time can be adjusted appropriately

5. Medical aid: Yangzhou Central Hospital

6. There are too many guests: Public Security Bureau cooperates in management

7. Other precautions: the mobile team is responsible for the planning of public relations activities

(2)

1. Activity theme

Active and healthy life

2. Activity purpose

. Indirect establishment of a good corporate image, due to the large school market, occupying the university market plays a great role in the promotion of my brand and sales.

1. Grasp tonality, highlight the unique personality of Coca-Cola and enhance brand information.

2. Strengthen the popularity and reputation of Coca-Cola in the eyes of the audience.

3. Accept the brand and product features of Coca-Cola and form differentiated marketing with competitors.

4. further strengthen the construction of brand emotional level, so as to provide more favorable support for the sustainable development of coca-cola.

3. Analysis and forecast of Coca-Cola market

1. Analysis of domestic market situation

The rapid development of China's economy and the diversity of products make consumers more rational in consumption. "Coke" has become synonymous with "endangering health" in the eyes of many healthy new human beings. The original mainstream cola has gradually become a non-mainstream beverage. However, due to the success of usurping the throne of healthy drinks such as fruit juice, functional drinks and health care drinks, the image of healthy drinks has been achieved, and coke has become the main force in the beverage market. It is inevitable that coke will become the representative of unhealthy drinks and become a typical negative textbook, which is rejected by more and more people.

as the main consumer group of coca-cola, the new generation has the characteristics of pursuing the new and seeking the different. Many of them are only children, who grew up in a superior environment. They are innovative and have rebellious ideas, so it is difficult to cultivate product loyalty. As a latecomer to the China market, Pepsi-Cola beat the youth brand hard and won the favor of a large number of teenagers with a better advertising strategy.

The operating mode of Coca-Cola in China market also limits the development process. Coca-Cola Company considers the overall strategic development in China, and they pursue the market share and per capita sales in China. The sales growth of carbonated drinks in China is the ultimate goal pursued by Coca-Cola to make up for the sluggishness of the local and European markets.

The defection of the bottling plant of PepsiCo sounded the alarm for Coca-Cola, so the Coca-Cola Company had to yield to the bottling plant in some aspects, which constrained the strategy of China market.

although the development of new products has not stopped, there are very few outstanding people in the market. Some of Coca-Cola's new products were launched vigorously, and soon they were silent. With the acceleration of the localization of bottling plants, the corporate culture of Coca-Cola has been replaced by the own culture of cooperative groups

2. Reality and future forecast

Coca-Cola Company is dominant in the soft drink market in China, and an independent authoritative consumption survey in China shows that Coca-Cola has been selected as the most popular beverage in China for eight consecutive years. Its biggest competitors are still Pepsi and local beverage manufacturers.

Despite the problems in China and the world to varying degrees, as an industry leader, executives with strong Coca-Cola assert that China will become the third largest consumer market after the United States and Mexico.

IV. Activity Background

In May this year, our company will be stationed in northeast dianli university, Beihua University, College of Medicine, Railway Vocational and Technical College and Industrial Vocational and Technical College, and participate in the spring sports meeting of various universities. In view of the colorful life of college students in the 21st century, most of the college students nowadays are "quiet", surfing the Internet and playing video games. Once they indulge in it, they sit for hours, which is extremely harmful to their health. Health is the basis of quality of life; Health is an important aspect of human self-awakening; Health is the best state of life, so it is imperative to remind college students to be positive, healthy and optimistic

5. Activities and publicity: posters, campus clubs, campus radio, Campus website

Each university should set up publicity contact points

VI. Activity time: May 13th-May 2th

May 13th-May 14th-May 14th-May 15th-Jilin Vocational and Technical College of Industry-May 15th-May 17th-Jilin Beihua University.

Activity details: 1. Tent promotion (a series of umbrellas). The tent used during the sports meeting is provided by Coca-Cola Company. When the slogan "Coca-Cola" is marked on the whole sports ground, you can imagine how spectacular the scene will be. At the same time, "Coca-Cola" is deeply branded in the hearts of students. 2. Product promotion. During the sports meeting, we will set up a small Coca-Cola sales point outside the sports ground (while selling, Answer questions and win drinks)

3. Publish the information of this sports meeting on the school website, which should reflect Coca-Cola's concept of "healthy optimism and a better life"

VII. Campaign slogan;

Sports-Everywhere

VIII. Budget

Banner: 5

Rental fee of articles: 8

Publicity fee: 3

Media fee: 1,

Other fees: 1,5

Total funds: Through banner advertisements, leaflets, websites and other publicity, teachers and students at school and freshmen coming to school can have a deeper understanding of Coca-Cola

2. Through the sales of products during the meeting and the publicity in the form of questions and answers, more consumers will be attracted.

3. Through the vigorous publicity of this activity, we will serve the public and contribute to the society. If properly arranged, it will consolidate the huge consumer group of college students and may improve the popularity of Coca-Cola.

planning scheme of public relations activities (III)

I. Brand background

fanta was a popular beverage in Europe in the 194s and was acquired by Coca-Cola Company in 196. Fanta orange soda is the main core flavor, accounting for 7% of the sales, but other fruit flavors also have many fans. Bright packaging color, bright fruit taste and rich bubbles are the reasons why Fanta soda is widely welcomed by the younger generation. The new brand image is designed by visitoffice, which is softer and more dynamic in font design. Fanta soda is a soft carbonated drink with a cheerful, humorous and playful personality. Visitoffice in the brand elements