Case analysis: A simple and executable planning plan!

Many people who work in operations have experienced the painful moment of writing a planning proposal , scratching their heads and not knowing how to start. Based on my daily learning in operations work, I would like to share some simple ideas on how to write a marketing plan. Of course, inspiration does not come out in a flash. The writing of a planning proposal requires a lot of learning and accumulation in daily work and life.

To summarize briefly, the planning scheme can be organized and thought about in the following major directions.

1. Activity theme

Clarify your purpose and set a goal and direction. Just as we often hear about “3W2H”, only when you know and are clear about what to do (what) can you have more detailed thinking and execution in the following steps. Develop strategies and plans based on marketing goals, step by step.

2. Market analysis

Understand the industry environment and be clear about your position in the industry and the status of your competitors. Launch products or plan activities in a targeted manner. The market itself may be relatively fixed in size. If you try to segment the market, you may just cut the cake smaller and smaller. At this time, you can consider dividing the market. For example, there are many categories in the beverage market. If you create another category, it will only be a continuous subtraction on the basis of the original market. If we propose an opposing concept to carbonated drinks, such as soft drinks. This will break away from the situation of continuous segmentation in the carbonated beverage market and redefine the beverage market with a way of thinking that cuts through oppositions.

3. Activity form

Based on the resources you have, create some reasonable marketing appeal points for the event itself. Create more selling points to enhance the publicity and word-of-mouth effect of the event. Complete the “finishing touch” of back-end sales.

4. Channel selection

Whether online or offline, the purpose of channel delivery is to reach as many effective user groups as possible. Therefore, we should explore as many user scenarios as possible and continuously strengthen the memory impression and duration of a planned activity in the minds of users.

It is currently spring, and many companies in the education industry have begun their enrollment promotion work. Take the education industry as an example and write a simple planning proposal.

Note : All information regarding course prices, activity themes, advertising, budget allocation, etc. in this planning proposal is for reference only.

High energy ahead, exciting things are about to happen >>

1. Course Name: Youth IT Talent Training Course

2. Target Group:

(1) Adolescents aged 8-18 years;

(2) Young people who are interested in IT technology;

(3) Parents who want their children to have a skill;

(4) Adolescents who wish to quit Internet addiction and gain a correct understanding of the Internet;

(5) Students who wish to have extra points for their special talents during the process of further study;

3. Course price: Market unified price 19800 yuan

4. Main consumer groups:

(1) Young people who are interested in IT;

(2) Students who wish to gain extra points for further study;

5. Consumption cycle:

(1) Normally, the course lasts 120 hours. The course is offered on Saturdays and weekends to avoid the normal class time. Additional supplementary teaching is provided for students who are unable to attend the class regularly.

(2) Summer intensive courses, concentrated study time;

6. Competing brands: Brand A, Brand B, Brand C

7. Competitive product analysis:

Currently, competing brands have not developed IT courses for teenagers, and the conditions are not mature;

8. Activity Background:

(1) The Internet is changing with each passing day and developing rapidly. IT technology should be developed from young people;

(2) Filling gaps in the industry market and opening up a blue ocean market;

(3) The current IT course market is highly mature and approaching saturation, and new businesses need to be developed;

(4) Establishing a leading position in the development of youth courses in the vocational education industry, and using this as a starting point to pave the way for the development of other youth courses in the future;

IX. Activity Form:

(1) The first 100 applicants for a new course will receive a 1,000 yuan discount on tuition fees;

(2) If the recommendation is verified by an old user, the recommender will be rewarded with RMB 1,000;

(3) Free trial classes for 8 hours (follow up these potential students, set up a scholarship system for students who are particularly interested in the trial but cannot afford it, and organize national IT technology competitions in the future. This can build the corporate image and brand and form word-of-mouth publicity. Relatively speaking, there are not many students in the early stage, and free funding for a few students will not occupy much teaching resources);

(4) Summer special intensive classes provide accommodation (single room 500 yuan, double room 350 yuan, quad room 250 yuan, water and electricity charges are extra). This point can highlight the company's competitive advantage and help build corporate reputation; improve children's independent living ability and solve the problem of parents having no time to take care of their children during the summer vacation;

10. Activity Theme:

XXX Youth IT Genius Class, let your dreams take off here!

——The first 100 people to register will receive an instant discount of 1,000 yuan!

11. Activity time:

3.1-3.30 (A year's plan begins in spring, it is a good time to sow seeds)

12. Promotion form:

(1) Search Engines:

SEO: Combined with the event soft articles, the website fully updates the content;

SEM: About IT courses, summer training, youth teaching, etc.;

• WeChat, Weibo, QQ space, blogs, forums, etc.

• Video advertisement: Shoot a video about the theme of youth IT, an inspirational story of pursuing dreams

• Official website special report, related web page special

(5) IT-related websites and magazines:

① Make the industry voice heard and report XXX’s news on youth IT course training;

②Highlight the importance of IT for young people;

③ The company’s efforts in this regard and related media reports;

(6) On-site promotion: Focus on discussing cooperation with the teaching department at the school gate and inside the school, and in the community

① Single page: 50,000 copies;

② Staff: 20 people;

③ Set up a point in the community, prepare tents, tables and chairs, KT boards, pens, registration forms, mineral water, uniform work clothes and work number plates, and do a good job of collecting points every day. You can collect points in different areas by caravans;

Cooperate with the school teaching department to conduct campus presentations to highlight the benefits of young people learning IT;

100,000 SMS messages, targeted push

(8) Outdoor advertising such as posters:

• Residential areas and communities (the purpose is to stimulate discussion among parents and promote publicity)

• A place for square dancing (the purpose is to stimulate discussion among parents and play a role in publicity and dissemination)

• Bus stops around the school (to attract students’ attention and play a role in publicity and dissemination)

13. Activity objectives:

(1) Target market: City A, regional pilot;

(2) Target investment: Invest RMB 100,000 in a small scale in the early stage and plan based on the mission objectives; if the market potential shown by data analysis is large, consider increasing the budget investment, directly capture a certain regional market, and establish an industry leader position;

(3) Target task: Enrollment target: 50 people

(4) Target incentives: rewards for part-time and full-time staff are in place to fully mobilize the execution of all links;

14. Event promotion copy:

(1) Writing soft articles for websites and online promotions

(2) Magazine and newspaper articles

(3) Outdoor material planning

(4) SMS editing

(4) Unified sales pitch by sales staff   

The above is a simple thought on the marketing plan and a case example, which is relatively more feasible to implement. Friends who are interested in marketing can communicate and learn. My personal WeChat ID is: h934803076.

By thinking around the four aspects of event theme, market analysis, event format, and channel selection, the main contents of a simple event plan can basically be covered.

Of course, to write a plan you first need to be familiar with the basic situation of an industry. You can search directly here, or follow the official accounts of related industries to learn more. Secondly, understand the current basic distribution channels, analyze based on the actual situation of the project, and arrange marketing strategies reasonably.

Source: Wenli