How to write a good event planning proposal?

I have seen many excellent activity plans, but the biggest problem I encountered is that they are difficult to replicate! Because of the different industry fields and user portraits, if you apply them mechanically, it will only be a waste of time, effort and money and may not be effective. Although activity plans cannot be copied, the SOP processes of some activity plans are similar.

So, after considering hundreds of plans, I think the following points are essential for a good plan!

1. Activity Theme

The theme of an event is a sentence that summarizes the event. It is mostly used on banners or posters to attract users to click or browse.

2. Purpose of the activity

It includes your purpose and corresponding target group, as well as the indicators for evaluating you, that is, key data results.

1. Brand promotion means promoting our own platform so that more people know us in order to increase our visibility.

2. Attract new users, that is, acquire new users and use material rewards to attract potential target groups to become our new users. There are a lot of fission activities now, so we have time to organize some cases.

3. Promote activation , that is, activate new users or existing users, and use activity rewards to attract them to become active in content production.

4. Awakening . Awakening means that existing users have settled here, but have not produced any content or interacted, etc. They need to be awakened through this activity to keep them active.

5. Recall . Our target users no longer use our platform for various reasons, but we have now made some improvements. At this time, we can use some methods to recall them back. Just like many games offer rewards for recalling old players, for example, by leveraging the social relationships between old players and new players or existing players, old users can be recalled by rewarding both parties.

6. Conversion : Users now have a strong desire to buy, and this activity can encourage them to make purchases and place orders.

The objectives of the activity are mainly divided into the above six points. The target population corresponding to the objectives must also be determined. In addition, the most important thing is to determine the evaluation indicators. For example, the main purpose of our WeChat red envelope cover activity this time is to obtain 10w+ new users (attracting new users). It can also have a secondary purpose, such as brand promotion, to achieve 1000w+ exposure.

3. Activity time

That is, the time when the activity will take place and an approximate time node.

The duration of the activity should not be too long. If it is too long, it will affect users' interest in participating. A relatively medium value is 15 days.

There are also time nodes. The time nodes of an activity are mainly divided into three stages: the warm-up period, the detonation period and the long tail period.

The warm-up period of an event is how many people’s appetites you can whet, how many people are full of expectations for your event, and whether you can make the event popular before it is launched;

The detonation period of the activity is to use all publicity resources and channels to make the participation in the activity reach an unprecedented level and arouse the enthusiastic participation and interaction of users;

The long tail period of the event should not be missed either. We should use the last time to try to get more people involved.

During the long tail period of the activity, secondary dissemination of the activity should be carried out. These are things that users generate spontaneously. You can display them to other unparticipated users to stimulate their interest.

We can make a simple table to list the time of each period and the corresponding actions to be taken.

4. Activity Scene

You need to think about the event scenario in advance, whether it is online, offline, or a combination of both.

V. Activity Overview

The event overview is mainly a complete description of an event, and is generally also the content of the details page of the online event.

A simple online event details page includes:

1. Main overview: including title and introduction

2. Activity Rules: Activity Participation Requirements

3. Participation Flowchart: User Participation Path

4. Award setting: the key to attracting user participation

5. Common questions or precautions: Supplements to other questions

You can add or subtract according to the specific situation.

If the activity requires the production of h5, it is far more than that simple.

6. Activity Budget

Make a table with the prize name, quantity, unit price, total price, etc.

7. Required Materials

You can make a table to summarize the materials, required time and corresponding responsible persons.

The materials for general online activities may include banners, detail pages, splash pages, posters required for promotion in social networks and Moments, public account tweets, etc.

8. Promotion Channels + Time

It is best to make a table to list the promotion channels and corresponding time for each step.

General online promotion channels include internal channels, cooperative channels, and paid channels.

Internal channels : new media channels (official accounts, Baijia accounts, Toutiao accounts, Douyin, etc.), opening pages, pop-ups, banners, message notifications, etc. on apps, banners and announcements on websites, and others, such as Weibo, SMS, emails, phone calls, etc.;

Cooperation channels : that is, the ability to cooperate with other platforms that have the above internal channels, generally by exchanging resources;

Paid channels : that is, we can pay other platforms that have the above internal channels and let them help us promote.

9. Estimated Effect

The estimated effect can be based on past activity experience or the results of similar activities on other platforms.

If none of these are available, the final method is to work backwards from the results to figure out what data is needed for each step.

10. Activity Risks

List the factors that may lead to the failure of the activity and provide a corresponding plan B to prevent it.

11. Data Monitoring

The importance of data is self-evident.

Before the event, you need to consider the data you need, whether there are channels to obtain it, or whether you have set up points in your own background to obtain this data.

If not, you need to make a request in advance.

During the activity, the data of each step of the action will be displayed in stages to facilitate the result reporting and review analysis after the activity.

12. Activity Review

This has been discussed in the previous article, so I won’t repeat it here.

These 12 points are the issues that I need to pay attention to during event operations. Different activity plans may have different contents.

There is actually no universal template for activity plans, and no universal method can be called the most effective method.

A good plan should have different focuses based on different industries and key results.

The true success of an activity does not mean that the activity plan is well-written and comprehensive. What is more important is to find the key points to attract users and touch their hearts.

Author: Liuyue 23

Source: Operator’s Growth Notes