How to write an event planning proposal that will satisfy both your boss and your clients?

In today's business environment, it is extremely important to have the ability to write and present plans. No matter you are the hard-working Party B who wants to convince Party A, or you are the Party A who needs to present yourself better in order to get a promotion and a raise, you need to use plans. However, there are some people who have obviously done a lot of things, but ultimately do not get the due recognition because they cannot write or present plans and their leaders cannot see their highlights.

So, how can you write a proposal that both your boss and your clients will like?

It is said that only routines can win people's hearts. In order to write a satisfactory plan, we need to understand the routine behind it.

Writing and presenting a plan is actually a process of logical persuasion. Before you formally start writing the plan, you need to clarify your purpose and who your target audience is. Imagine that you are talking. So, who is the person you are talking to? What are you going to tell him that will make him interested? What consensus do you want to reach with him?

Take a specific event planning plan as an example.

So, before we officially start writing the activity plan, we must be clear about what our purpose is. For example, do you hope to achieve brand exposure through this event? Or do you hope to achieve conversion goals such as attracting new customers , promoting activation, closing deals, and retaining existing customers? For different purposes, the core points and methods presented are completely inconsistent.

For example, although both are activities, the purposes of the two activities mentioned above are completely different. The former is more about conveying a brand concept and maintaining customer relationships, while the latter is more about converting results. Because of the inconsistent purposes, the focus is completely inconsistent. The former is more about creating the on-site atmosphere, the overall packaging, the value of the guests and the content shared by the guests, so the highlights of the program are more concentrated on these. The latter, in addition to the subject having certain value, also provides more of a conversion incentive, such as profit attraction.

Therefore, clarifying the purpose is related to the overall presentation of our subsequent plans.

Next, we need to know who our target audience is. Here the target objects need to be divided into two types:

The first one: To whom will the plan be reported?

In other words, who is the target of this plan? Is it the boss? Or the client's father? In other words, who are we talking to? What exactly is their core focus?

The second type: Who is the target audience of the activities/events in the plan?

The target audience here, that is, who are the participants in the activities/events listed in our plan? What value points do we provide to attract them to pay attention and participate in the way we plan? Different groups will definitely have different concerns, so before formally presenting our plan, we must be clear about our target audience.

In addition, there is another very important factor: budget, which also limits our performance.

Therefore, before formal planning, we need to be clear about: purpose, target and our budget. What follows is a creative process. Focusing on our target users and within a certain or relatively certain budget, how can we achieve our preset goals?

In fact, there is no fixed pattern for creativity, but we can still provide some expansion ideas:

For example, what are your industry competitors doing recently? For example, what’s popular recently, such as the TV dramas and variety shows, big celebrities, programs or games or communication methods, etc.? Or, associate with classics, etc.

Of course, the above only provides a way of expansion. We still need to focus on our purpose, and ultimately select the main line of our activities and clarify our strategy through layers of screening and diffusion.

At this point, the basic idea of ​​the plan has come out, and we can build the basic framework of the plan around this idea. Generally speaking, event plans basically include an overview (purpose, significance, target audience, scale, venue, time and place), event highlights, content details, event communication, materials and on-site construction, and budget sections. So, how should we increase the persuasiveness of the specific plan presentation?

Step 1: Theme interpretation, creating atmosphere and triggering resonance

Thematic interpretation can create an atmosphere that is easier to resonate with and facilitates subsequent persuasion.

For example, when we packaged the entire MBA annual meeting with the theme of "flight", we mentioned at the beginning of the plan:

Flights will be delayed, and life dreams will be delayed too. Whether you were born in the 60s, 70s, 80s or 90s, whether you are from Northeast China or South China, the fact that we can gather here today across time and space is based on various coincidences and is also driven by some kind of dream or sentiment. We are glad that we caught this dream flight at the right time and got to know everyone here. We also believe that the Dalian University of Technology MBA flight can take us to the destination of our dreams.

This lays the groundwork for the smooth development of subsequent theme packaging.

When doing a fashion black and white women's clothing brand event , we gave a detailed interpretation of the multifaceted nature of women and how black and white are more attractive. In the face of increasingly routine work and life conditions, we opened up more clothing thinking and trial suggestions for users.

Step 2: Highlight the highlights and enlarge them to attract attention

People have limited focus, so we need to magnify the wonderful parts with more emphasis.

For an activity-type plan, its highlights can be highlighted mainly from the following aspects:

The creativity of packaging is highlighted and magnified:

For example, taking offline activities as an example, what is our highlight in terms of packaging? What are the noteworthy aspects?

Let’s take the above-mentioned MBA annual meeting as an example. While many annual meetings are just simple eating and drinking, with some performances, we packaged the entire event into the shape of an airplane. This is a big creative highlight that can be magnified.

In addition, for example, when many people at the electronics exhibition use lottery draws, gift giving and other means to display, we packaged the entire exhibition hall into a Star Wars flying saucer model, and hired a group of students to work part-time in stormtrooper uniforms to patrol the venue and take photos with users, which caused a big sensation. These are all remarkable creative highlights and worth magnifying.

In addition, we can also magnify the highlights from the aspects of participating guests, on-site interactive forms, and breakthroughs in communication effects. For example, the guests we invite are well-known industry figures, or we have made major breakthroughs in communication effects at a relatively low cost through our creative methods, etc. These are all highlights that can be magnified at the beginning of the plan.

Step 3: Strategy first, key content is displayed first

Our energy and time are limited, and hoping to see the key points is one reason. However, the more important point is that we can be convinced because we feel that the arguments are well-founded and logical. Therefore, when presenting the plan, we should pay more attention to the logical relationship between the content presentation, with strategy first, important content displayed first, and clear logic. Afterwards, the core content is expanded in detail so that the speaker can understand it clearly and the listeners can also understand it clearly.

Of course, the above ideas are not limited to event planning schemes . When we make other plans, we just want to convince others, and the logic is the same.

"Summarize"

In summary, to write a persuasive proposal, you can follow these steps:

Step 1: Theme interpretation, creating atmosphere and triggering resonance

Step 2: Highlight the highlights and enlarge them to attract attention

Step 3: Strategy first, key content is displayed first

The author of this article @张燕梅 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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