How to write a 99-point event promotion plan?

If you give a campaign plan 100 points, then today I will use all my life's learning and my 3 years of operation experience to tell you my experience and methods in campaign operation. I have output 4 complete monthly campaign strategy plans in one day, written a full-year campaign strategy plan for an APP with millions of traffic, and managed tens of thousands of PU/UV activities. I will teach you how to quickly build a 99-point campaign operation plan!

Writing an event strategy plan is the basic skill of event operation, and it is also the thing that best reflects the level of an event operation.

If you give a campaign plan 100 points, then today I will use all my life's learning and my three years of operation experience to tell you my experience and methods in campaign operation. Based on my experience of outputting four complete monthly campaign strategy plans in one day, writing a full-year campaign strategy plan for an APP with millions of traffic, and operating tens of thousands of PU/UV activities, I will teach you how to quickly build a 99-point campaign operation plan, and I will reveal the remaining one point to you at the end of the article.

Thinking before writing

The prerequisite for developing an activity strategy is to have a demand (goal), which usually comes from a leader or boss. Before writing a strategy proposal, you must fully understand the needs of the event to ensure that you can write the event plan in one go and get inspiration instantly.

The needs of an activity include important information such as the activity's objectives, activity time, activity target, activity budget, resources and channels available for the activity, etc. Your creativity will only be valuable if you fully understand the background of the event. All strategies must be developed based on the actual situation. Remember not to be unrealistic. So talk to your boss right away.

After understanding the needs of the event, I will now explain to you the details and methods of the event strategy one topic at a time, based on the content that an event planning plan requires.

1. Activity Background

The background of the event is the beginning of many event planning plans, hahaha, nonsense. The background content can be said to be not particularly important, but it does have a very important part. It's a bit contradictory. For people who know this event very well, the background of the event is just a bunch of empty words. For people who are not familiar with the event, the event background is the first step to understand your event plan.

The background of the event mainly starts from the original intention or goal of launching the event, and leads to your overview of the entire event concept. If it is an event with a strong goal, you can also describe the current status of the project and what goals you want to achieve through the event.

Provide general commonly used sentence patterns: In order to create special online permanent activities for the xxxx project, enhance user stickiness, and increase the user activity rate of XXXAPP, the project team plans to create a series of "xxxz theme" activities throughout xxx in 2019. Users can log in to the APP every Friday, Saturday and Sunday to participate in the flipping activity and have a chance to win a beautiful gift.

2. Activity Objectives

The activity goals need to be determined based on historical activity data feedback, the nature of the activity, and the resources and channels that can be mobilized for the activity, but the final decision is usually made by the leader.

You can set goals from the perspectives of attracting new users, user activity, number of event participants, etc.

3. Activity Theme

The theme of an event is just like the name of your event. It requires constant polishing and thinking. Come up with a theme that is easy to spread, remember, and share, and that allows users to understand what your event is about at a glance.

The idea can be conceived from various angles, including event background, event gameplay, event scene, and event prizes.

4. Activity time

The activity time needs to be determined based on the nature of the activity, activity experience, activity cycle, and actual conditions. There is nothing much to say about this, it still depends on the specific situation.

5. Target audience

The activity object is the target user of the activity, which needs to be determined at the beginning. Then, through understanding and profiling the activity object, the rules, gameplay, activity prizes, etc. of the activity are formulated.

VI. Activity Rules

Event rules are the core and soul of event planning, and are also something that requires careful consideration. This can have a certain impact on the effectiveness of your activities.

The common types of activities include wheel draw, flip card draw, voting, group buying, flash sales, questionnaires, daily check-ins, etc. You can design reasonable activity rules based on your activity needs, industry characteristics, and user characteristics. According to the activity goals and existing resources, set reasonable activity thresholds to avoid freeloaders while allowing more users to participate. And give the user a surprise that he also has a chance to win a prize.

The rules of activities need to be constantly summarized based on previous activity experience to optimize the gameplay that is most likely to attract user participation.

VII. Activity Process

When you use a mind map to describe the process of your activity, you will have a clearer understanding of the activity process, creativity, and gameplay that you had previously conceived, and it will be easier for you to continuously optimize your activities and facilitate the next step of planning.

For activity flow charts, I usually use ProcessOn, an online tool that is convenient for sharing and downloading. Of course, you can also use tools such as AXRUE, viso, etc.

Share a general flow chart of WeChat fission activities:

8. Promotion Channels

Promotion channels can roughly reflect your company's existing resources and company size. Channels are mainly divided into offline and online. You need to have a certain understanding of the channel, analyze whether the event is suitable for the group of the channel, and in the event preparation stage, you need to write event promotional content with different language styles and content presentation methods for different channels. Proper use will bring more traffic to the event.

During the strategic stage, you must organize and conceive the channels that your company can use, combine the characteristics of each channel, and formulate the form, time, and person in charge of channel promotion.

For example: Share the promotion channels of an event:

IX. Activity Budget

The event budget is to count the costs involved in the entire event, such as: event prizes, promotion costs, channel purchase costs, etc. Human resource costs generally do not need to be counted, except for part-time external staff. This part is very simple and can be completed with one table.

Event Awards

Prize unit price quantity cost (yuan) XXX

XXXXXX XXX

Total: Xxx

10. Event Calendar

The event calendar is also a very important part of the event plan. A compliant event planning plan should be able to be carried out by someone who has no knowledge of events according to your event plan. An activity calendar requires you to clearly describe each action item of the activity, the time of execution, the person in charge of execution, the degree to which execution needs to be achieved, etc. Great attention to detail.

Activities

Execution time person in charge remarks

Activity warm-up: WeChat public soft article promotion

Xxx month xx day Zhang Shan

11. Activity Risks and Response Plans

The main risks of activities are: insufficient pre-event warm-up, limited publicity channels, uncertain event time, poor event results, etc.

Activity response plan: This part needs to be written based on your personal experience.

For example: Insufficient preheating before the event: 1. Temporarily increase the event time and increase publicity efforts.

Insufficient channels for event publicity: 1. Apply to purchase XXX channels; 2. Effectively utilize existing channels to carry out publicity before, during, and after the event. 3. Carefully polish the promotional copy to attract user participation with the best content.

Summarize

For a successful event planning case, 99 points depend on yourself, and the remaining 1 point depends on your leader . Haha, so you usually need to build a good relationship with your leaders and let them recognize your value. Only with the support of your leaders can your plans be implemented and you can hold a perfect event that will shock the world and make ghosts cry. You are thinking too big. This is just the beginning. For a successful campaign, 30% depends on strategy and 70% depends on execution!

Related reading:

1. Activity operation: an inventory of mainstream gameplay such as group buying, bargaining, and distribution!

2. Three key points of event operation: How to increase users’ willingness to participate in activities?

3. Event operation: How to do a live broadcast sharing that can attract 10,000+ users?

4. What you need to know about event operation | The basic process of operating online events

5. Event Operation: If these 4 points are met, there is no event that cannot be done well

6. Event operation: How to run a good event? Share 4 points!

7. Event operation: 6 common types of event link title copywriting!

8. Event operation, complete analysis of the gameplay of flash sales

Author: Senior Miscellaneous Officer

From: Senior Miscellaneous Officer