How to write a planning plan

1. The connotation of a planning plan

Writing a planning plan is actually not a matter of writing an article. You must first The plan to be planned is what you want to do, what you are doing, and how you want to achieve it. Then, consider the steps to achieve this goal, the links and aspects of each step, and writing the plan is just to make the above ideas detailed and complete. It is just implemented into the text. If others can follow your plan and accurately achieve the desired effect of the plan without your guidance, this is a successful plan.

2. Types of planning plans

There are too many types of planning plans, including public welfare activity planning plans, community activity planning plans, sponsorship planning plans, entrepreneurship planning plans, and training planning plans , various political learning activity planning plans, various festive holiday activity planning plans, group activity planning plans for all ages, and the most common are business planning plans, including public relations planning plans, marketing planning plans, sales promotion activity planning plans, etc. However, generally speaking, most of them are planning plans for various activities, so we will focus on how to write event planning plans.

3. Format of the planning plan

A basic planning document involves the following aspects:

1. Name of the planning plan - title

The name of the planning plan is the theme of the planning activity, such as? 3.15 activity planning plan? May Day holiday promotion planning plan? Company training planning plan? Chinese Valentine’s Day activity planning plan? Street Double Ninth Festival respecting the elderly activity planning plan?, title Place it in the center of the home page. But this is not complete yet. For example, "company training planning plan" must be written specifically for this specific time. The internal planning plan does not need to include the company name, but the external planning plan must indicate a certain unit. Then, write the name of the planner (name of the group, member names) below the name of the planning plan. If there are outside personnel involved, it should also be clearly recorded. Also write down the year, month and day of planning and production.

2. Activity background

This part of the content should be focused on selecting the following items according to the characteristics of the planning plan. The specific items are: basic situation introduction, event leader and main participants (Indicate the organizer, names of participants, guests, and units), reasons for the activity, social impact, and relevant motivations. If the event has a sponsor, co-organizer and organizer, they should be introduced one by one. If there are media partners, the media partners should also be introduced. An important part of the activity background is to explain the environmental characteristics of the activity, mainly considering the inherent strengths, weaknesses, opportunities, threats and other factors of the environment.

3. Purpose, meaning and goals of the activity

The purpose and significance of the activity should be expressed clearly in concise and clear language, so that people can understand the most important and important aspects of the activity. What is the ultimate purpose? When stating the key points of the purpose, the core components of the activity or the uniqueness of the planning and the resulting significance (economic benefits, social benefits, media effects, etc.) should be clearly stated.

4. Funding budget and resource needs

After detailed and careful calculation of the various expenses of the activities based on the actual situation, they are listed in a clear and concise form. At the same time, the required human resources and material resources are listed, which can be divided into two parts: existing resources and required resources.

5. Determine the activity planning content

The general activity process is divided into several large blocks. Write a detailed work breakdown plan and preliminary preparations for activities. Arrange the overall work process and come up with a detailed time schedule. In this part, it is not limited to textual expressions, but statistical charts, etc. can also be added appropriately. The organizational configuration of personnel, activity objects, corresponding responsibilities, time and place should also be explained in this section, and the emergency response procedures implemented should also be considered in this section. If the event is in the form of a conference, there will be venue layout, reception location, guest seating, sponsorship methods, contract agreements, media support, poster production, hosting, leadership speeches, emcees, venue services, lighting, sound, information liaison, and technical support. , order maintenance, clothing, command center, on-site atmosphere adjustment, etc.

If it is a promotional activity, there must be renderings of the layout of the promotional site, effective division of labor, product display, loading, layout of advertising materials, etiquette, clothing, work discipline of promotional personnel, sales estimates after the promotion, etc.

6. Setting up communication channels

To select communication channels based on determining the communication target, decide when and how to carry out, we need to conduct inspection and evaluation of various media , analyze the popularity status and audience composition, while examining its usage conditions and costs, and decide the schedule and frequency without losing any opportunity.

7. Effect prediction

From the perspective of content and scope of influence, there are economic effects, psychological effects, and social effects; from the time of effect, there are immediate effects and short-term effects. and long-term effects.

8. Issues and details that should be paid attention to during activities

Changes in the internal and external environment will inevitably bring some uncertainties to the implementation of the plan. Therefore, when the environment changes Whether there are contingency measures in place at the time, we should carefully consider the emergencies that may occur during the event and come up with a backup plan. If there are attachments, they can be attached to the back of the planning plan. A large planning plan can have several sub-planning plans.

4. The planning plan is not written, but planned

1. For example, the planning of public relations starts with information analysis. There are the following steps:

(1) Information analysis

There are two major categories of information that planners of public relations should focus on: one is the information that the planning serves The social organization's own situation includes the organization's historical status, current situation, and strategic goals, including asset resources, talent and equipment, business level, work efficiency, service attitude, and organizational image (the organization's popularity and reputation), etc. The other type is various social information that affects the operation of social organizations: such as the target public, competitors, and partners of the social organizations that are planned to serve, national policies and regulations, media environment, finance, transportation and communications, energy, population, etc. Background and information.

Example:

Shenzhou 5 just landed at 7 a.m. on October 16, almost at the same time, on the portal website where the public can best understand the news in real time , Mengniu’s advertisement appeared. At around 9 o'clock, Mengniu's advertising on CCTV started. All TV commercials and street sign advertisements before 12 noon have also been successfully connected in cities such as Beijing, Guangzhou, Shanghai and other cities. Outdoor waiting rooms in more than 30 cities across the country have been occupied by Mengniu’s advertisements, and Mengniu is China’s The words "Space Refueling?" appear on more than half of the buses in Beijing. On the same day, Mengniu's new TV commercial launch "Supply" docking chapter was simultaneously unveiled on CCTV and local channels, with impressive momentum.

At the same time, in Mengniu’s sales channels, promotion and advertising also work closely together to ensure the arrival of goods, people and advertisements. After the successful launch of Shenzhou V, Mengniu milk with the "Milk for Chinese Astronauts" logo immediately appeared in major stores across the country, accompanied by character models wearing space suits and other eye-catching aerospace products. The promotional logo, "Milk for Astronauts" has attracted the attention and strong interest of many consumers. The design of on-site promotional tools focuses on the product and brand characteristics of "Chinese Astronaut Special Dairy Products" and forms a three-dimensional cooperation with media advertisements to simultaneously promote sales and brand image, thereby making film and television advertisements, print advertisements and personnel reputation, On-site promotions form a communication level with multiple rhythms, allowing consumers to see Mengniu and Shenzhou Five tied up everywhere.

(2) Determine goals

On the basis of analyzing information and certain conditions, public relations planners propose plans to solve problems and achieve the desired results. , that’s the goal.

Example:

Haier Zhang Ruimin’s incident of smashing defective products. After Zhang Ruimin took the lead in smashing 76 defective refrigerators, he fined himself 100% of his salary. Since then, Haier has established a quality concept: "Defective products are waste products." The planning of this defective product incident was to serve Haier's spirit of "dedication to serve the country and pursuit of excellence."

Haier ranked ninth in the household appliances competition in France and the United States, and was the only Chinese company selected. Haier built a Haier Industrial Park in Pakistan. At the founding ceremony, the national anthem of the Republic of China was played. Then a road in the United States was named after Haier - Haier Road - and the flag of the People's Republic of China was raised during the naming ceremony. Haier has made the Chinese people proud and proud.

(3) Identification of active publics

When public relations planners enter into substantive planning, they must first identify the public and study the characteristics and needs of specific publics. , what is the attitude towards social organizations, so as to plan the theme in a targeted manner and carry out various planning steps.

(4) Design theme

The planning theme of public relations is the soul and core of planning, which runs through the entire planning and is the most creative one in planning. step. It must obey and serve the planning goals, be unique, novel and individual, and integrate public demand factors.

For example:

For example, Procter & Gamble held a "Prevent Adult Root Cavities" campaign in response to the fact that compared with the common crown cavities in children, adult root cavities are difficult to detect in time. , remind everyone that gum recession is common among 82% of adults in our country, and gum recession will cause the root surface of the tooth to be exposed. The hardness and acid resistance of the tooth root are relatively poor, even if no cavities are seen on the crown. There is also the possibility of tooth decay at the root of the tooth. Thus, the concept of Crest's "Comprehensive Protection of Root Cavities" was introduced, which was easier for the public to accept.

(5) Select media

Based on the specific goals and the public identified this time, select the media purposefully and targetedly.

(6) Plan preparation

Based on the above information, make an overall idea of ??the entire process of the activity to make it orderly and operable. This is called plan preparation. It is necessary to find opportunities, think of methods, determine the location and personnel, set up steps, and calculate the feasibility of funds.

(7) Fund budget

In the fund budget, consider the relationship between investment and income, and consider whether the allocation ratio between each project is reasonable, so that the investment of assets can produce the best benefits. At this point, we enter the writing stage of the planning plan.

2. Advertising planning

The plan also starts with investigation and analysis. The key to investigation and analysis is extensive

Collect information:

(1) Environmental information: policy environment, industrial environment, corporate environment, advertising environment, natural environment, political and economic environment, social environment, international environment, etc.;

(2) Market information: market demand information, product supply information , market conditions, etc.;

(3) Consumer group information: consumption structure, consumption habits, consumption attitudes, etc.;

(4) Product information: product raw materials, origin, use, Performance, packaging, trademarks, as well as product price, distribution situation, product popularity, product grade, product advertising status, etc.;

(5) Competitor information: who are the competitors, their What is the competitiveness, competitors’ funds, technology, products, personnel, management, etc. Based on the above information, find out the advertising objects in the target market and carry out product positioning. Only on this basis can we formulate advertising strategies and strategies, and then enter the scientific and effective advertising planning stage.

3. If you want to write a business

promotional activity planning plan, then you should pay attention to:

(1) The theme should be single

< p>(2) The benefit points must be explained directly

For example: Under normal circumstances, the following questions must be answered:

(a) What problems do customers hope the company's products can solve? What benefits can customers get from the company's products?

(b) What are the advantages and disadvantages of the company's products compared with competitors' products, and why do customers choose the company's products?

< p> (c) What protection measures has the company taken for its products? What patents and licenses does the company have, or what agreements has it reached with manufacturers that have applied for patents?

(d) Why does the company Product pricing can enable the company to generate sufficient profits. Why do users buy the company's products in large quantities?

(e) What methods do companies use to improve the quality and performance of their products? What are the company's intentions for developing new products? What plans etc.

(3) The activities should be carried out around the theme and be as accurate as possible

(4) Have good operability

5. The planning plan must be creative

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Don’t write a planning book as a plan, because a plan does not require creativity and only deals with details, while planning must be creative. Creativity can also be the innovation of an old thing, making the old thing present a new look. This kind of innovation may be a breakthrough and it can broaden a certain field. Anyone who is creative must put in a small amount and produce a big output. This is especially true for activities. Several classic examples of creativity in company planning

1. Make wisdom out of urgency, exploit strengths and avoid weaknesses

In the fourth year of the Republic of China (1915 AD), Li Shuchang, the Chinese ambassador to foreign countries, introduced Maotai liquor It was sent to Panama to participate in the World Expo. Moutai was poorly packaged at the time and was in a yellow earthen porcelain bottle. It was displayed in a remote corner of the Panama World Exposition. Compared with the beautifully packaged and gorgeously colored whiskeys and cocktails, it was inconspicuous. Almost no one cares. In desperation, a person in charge dropped a bottle of Moutai on the ground. Immediately, the strong mellow aroma attracted people's attention. The mellow and overflowing aroma of the wine attracted many foreign participants. In the end, it was listed as one of the three most famous wines in the world along with Scotch whiskey and Coloch brandy, and won a gold medal.

2. Unexpected, secondary communication

In order to open up the market in Australia and increase the popularity of watches, the Japanese Citizen watch manufacturer once claimed that it would air-drop watches in a certain square on a certain day of the month. Whoever picks it belongs to. On that day, the Japanese watchmaker hired a helicopter to drop more than a thousand watches to the ground. When the lucky ones found that the watches they had picked were intact, they all rushed to tell each other.

3. Riding on the momentum and fighting the storm

The PPA incident caused a big shock in the cold medicine industry, causing panic among consumers and a crisis of trust. At this time, if If the misleading public opinion cannot be corrected in a timely manner, the company is likely to suffer "accidental injury" due to being implicated in this incident. The market opportunities for traditional Chinese medicine and the vacancy caused by the ban on PPA in the entire cold medicine market prompted Sanjiu Pharmaceutical to attack immediately and launch a large-scale news war. In conjunction with the advertising campaign, in the form of press releases and authoritative media reports, it can quickly have an impact across the country. Due to its timely response, on the second day after the crisis occurred, Sanjiu Health published "I have a cold, I can't eat Contac, what should I eat?!" and "Care for yourself, reject PPA". At the same time, it was published on Sina, Sohu, NetEase, Shanghai Hotline, 21cn and other famous websites are linked. Reports on "999 Cold Medicine? Does not contain PPA" and "Sanjiu is determined to seize the cold medicine market" appeared in central and local news media.

4. Man-machine war, peak demonstration

On May 11, 1997, Monday, at 4:50 in the morning, a supercomputer named "Deep Blue" will When a pawn on the chess board reached C4, the greatest chess player ever to have had to admit defeat in frustration. A war between man and machine at the end of the century was finally won by the slight advantage of computers.

?The best chess representative sent by mankind-?Kasparov was defeated by a machine monster that had no flesh and blood, only cold iron and silicon!?Deep Blue??Preliminary match with Kasparov? ?Finally there is a result. After adjusting his tactics, Kasparov finally won the game and a bonus of US$500,000 with a record of three wins, two losses and one loss.

5. Empirical methods, setting records

In 1997, Aimin Hospital decided to treat Deng Xuejian, an extremely obese boy who was only 11 years old and weighed 348.5 kilograms. After 188 days, the treatment was successful. He lost 180 pounds and set a Guinness World Record for the fastest-losing teenager. In 2000, Meng Qinggang from Harbin, who weighed 530 kilograms, successfully lost 160 kilograms in 100 days, setting another Guinness World Record for "the fastest person to lose weight." At that time, Meng Qinggang was named the "luckiest person in the 20th century" by CCTV. Xinhua News Agency issued a nationwide press release reporting the matter, and media outlets of all sizes also reported on the matter. The reputation of Tianjin Aimin Hospital spread like wildfire.

6. Live events, surprise and victory

In 1999, the world's master of aerobatic flying flew through the Tianmen Cave, causing a sensation around the world, with as many as 800 million viewers watching the live broadcast. . Tianmen Mountain is about 8 kilometers south of Zhangjiajie City. On the 1,264-meter-high cliff of Tianmen Mountain, there is a natural gate that penetrates from north to south. It is 131.5 meters from the bottom to the top of the cave and 37 meters wide. The locals call it Tianmen. But this peculiar landscape has never been known to the public. When tourists come to Zhangjiajie, they usually only go to Wulingyuan Scenic Area and not to Tianmen Mountain. The planning of "Crossing Tianmen" directly highlights the scenic spots, and flying through Tianmen is a thrilling sport. Its inherent temperament is very consistent with Tianmen as a "natural natural danger". Such an adventure and feat actually gave Tianmen a legend.

6. The source of creativity for successful planning plans

Creativity is the core of planning, with creativity as the core of the plan, plus the expansion, modification, in-depth, and supplement of creativity, etc. With further detailed ideas, a complete plan can be gradually formed. The planning is creative and can create a unique style, reflecting the planning skills of "grasping characteristics, creating characteristics, and giving full play to characteristics". Therefore, good ideas are the foundation of successful planning programs. Where does the creativity for successful planning come from? Communication between people and communication between the media and the public (i.e. mass communication) are key factors for creativity. The exchange of ideas often brings us planning inspiration.