Social event planning and promotion tips!

There are two main types of community activities. One is small entertaining activities, the purpose of which is to allow members to get to know each other, have something to talk about, and thus establish an emotional connection. The other is sharing of useful information, which allows members to feel the value of the community by sharing high-quality content, thereby accumulating trust in the community brand.

Preparation period

1. Determine the purpose of the activity

You must figure out the purpose of the event, is it to attract new customers? Promote vitality? Retention? Or conversion? Only by clarifying the purpose of the activity can we plan it purposefully. Otherwise, we may fall into the state of doing it for the sake of doing it. Even if it looks lively, it is actually useless.

2. Determine the theme of the event

Once you’ve determined the purpose of the event, start brainstorming on the theme of the event. Entertainment activities can be carried out in conjunction with recent hot topics or upcoming festivals, such as "Show off your own rice dumplings on the Dragon Boat Festival" and "Guess the delicacies from different places", mainly small games for leisure and relaxation. As for activities such as sharing practical information, we need to start from the characteristics and needs of members, understand what members currently want and what they are worried about, and think about what activities can be used to provide them with the value they need.

3. Design activity planning plan

The more detailed the event planning proposal is, the better. It would be best if the person who gets the proposal can execute it rhythmically no matter who has participated in the preliminary planning work or not.

(1) Important time points

Clarify the time nodes of the activities and make a time list. Such as the time for event promotion, warm-up and official start, the time for the host to open, the time for guests to enter, the time for guests to formally share and interactive Q&A, the time for the event to end, the time for prize distribution and other related nodes.

(2) Work responsibilities and task allocation

After determining the important time nodes, the next step is to sort out the work content of each link, who is the person in charge, who will prepare the required materials, and who will execute them? If something unexpected happens, what are the alternatives? Please refer to the figure below for details.

(3) Bill of Materials

After the relevant person in charge prepares the materials, they need to summarize them into the event planning case (Graphite Notes is recommended) and place them in an integrated manner to facilitate other personnel to find and retrieve them at any time, including:

Before the event: promotional posters and promotional copy.

During the event: warm-up games, host scripts, atmosphere group-related speech, and standard materials with the community logo, such as exclusive emoticon packs, exclusive mute signs, etc.

After the event: certificates, gifts, and prize distribution copy.

It should be noted that if it is an activity such as "inviting guests to share practical information", the guest's introduction copy and related promotional posters must be sent to him for confirmation.

Here, let me expand a little bit on the design points of posters and copy.

① Poster

The book "Community Marketing Handbook" states, "Poster design is very important. The color scheme, design, layout, and copywriting must all be revised and tested repeatedly. The goal is to make it attractive, understandable, and attractive enough to lure users to participate."

In other words, an excellent poster must meet the following requirements: first, it must be designed to catch the attention of members. Members usually browse the group very quickly, and if the information cannot catch their attention or arouse their curiosity within a short period of time, the information will be ignored. Secondly, the key points should be highlighted in the content so that people who see it can understand at a glance what the theme of the event is, where it will be held, when it will be held, and what the participation threshold is. Finally, highlight the highlights or scarcity of the event to trigger members' willingness to participate. For example, does this event just meet the members' recent needs, or is the threshold for participation very high in other places?

② Copywriting

The key to writing copy that attracts more people to participate in an event is to find the selling point of the event. Think about what typical confusions members currently have that this event can solve, and which one is the most urgent and important?

Take the course class group I have run as an example. Most of the members are college students and new employees. The biggest headache for them is "not finding a good job or a good house". If we start from the point of "not finding a good job",

Here we recommend that you use the "SQCA" writing method.

S：Situation, i.e. background;

C：Complication, which means conflict;

Q：Question, that is, question;

A：Answer.

You can first explain the cruelty of the current employment situation (S), "the increasing number of graduates every year and the continuous layoffs of companies" (C), then propose "under such circumstances, there is still a group of people who not only successfully join large companies, but also hold multiple offers" (Q), and finally introduce the specific content of the activity (A).

In addition, pay attention to concise text and clear layout to help members quickly understand the overall situation and reduce their reading pressure.

Activity period

Promotion & Warm-up

Use different promotion and warm-up methods for activities of different value and importance. It is also divided into entertainment activities and practical information sharing activities. There is no need for excessive publicity for entertainment activities. Just send the posters and copy to the group 30 minutes before the event, and remind members 2 minutes before the event starts.

As for activities that share useful information, sufficient time must be reserved for publicity. As the old saying goes, "Even good wine needs to be hidden if it is not well known." No matter how beautifully an activity is designed, if people are unaware of its existence, the ultimate effect will be greatly reduced. Therefore, for such activities, they should be promoted three days and one day before the event so that more students can see them and attract them to participate.

implement

The day before the event starts, you need to check again whether the event plan is complete and clear, whether there are any additional modifications that need to be made, and whether the materials are fully prepared. If it contains resource items, you need to test whether the link is still valid. In addition, you need to confirm the itinerary with the guest again so that he doesn’t forget.

While the activity is ongoing, the person in charge of each link should pay attention to following up the activity process. If there is no progress, the person involved should be contacted in time to see if they need assistance. In addition, if any students interfere or raise irrelevant topics during the sharing process, the host should take control of the situation in time to maintain normal order of the activity.

After the event, we should send a thank-you letter to the guest, thank him for his sharing and give him feedback on the event results. At the same time, we should ask the guest to point out the shortcomings of the event to help us continue to optimize it. Finally, organize and upload the event content so that members who do not have time to attend the event or want to review it again can view it at any time.

Re-opening period

Review the activities, what went well, what went wrong, what caused the problems, how to avoid them next time, and what areas need further optimization, improve the original plan, output the review report and archive it.

In addition, it is necessary to summarize the materials that sparked heated discussions during the event, such as a very creative poster, a popular gift, or a warm-up game that made the members excited. In this way, when organizing activities for the new batch of students, you can directly move or refer to these verified materials to improve operational efficiency.

Author: Xiaolu's Work Diary

Source: Xiaolu's work diary