Teach you how to quickly get 99 points in event planning

Writing event strategy plans is the basic skill of event operation, and it is also one of the skills that best reflects the level of an event operation capability. If I give an event plan 100 points, I will use my three years of operation experience to tell you my thoughts and methods in event planning .

I have produced four complete monthly activity plans in one day, written a full-year activity 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 activity operation plan, and the remaining one point will be revealed to you at the end of the article.

Thinking before writing

Before planning an event, there is usually a demand (goal), and this demand 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.

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

1. Activity Background

The event background is the beginning of the event planning plan. The background content can be said to be not particularly important, but it is a very important part.

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 event background mainly starts from the original intention or goal of launching the event, and leads to your overview of the entire event concept.

You can also describe the current status of the project and what goals you want to achieve through the activities.

For example: 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.

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.

For example: a lucky draw event, the prize is an iPhone, the subject: xxx draw to win an iPhone

4. Activity time

The activity time needs to be determined based on the nature of the activity, activity experience, activity cycle, and actual conditions. The specific details still need to be determined according to the actual situation. At the same time, activities can be set up in conjunction with holiday nodes, and the rhythm of the activities can be controlled by setting different time ends.

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 activity budget is to count the costs involved in the entire activity.

For example: event prizes, promotion expenses, channel purchase expenses, 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.

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.

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 promotion:

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

Summarize

For a successful event planning case, 99 points depend on yourself, and the remaining 1 point depends on your leader. Haha, so make your leader recognize your value. Only with the support of your leader 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!

So the question is, what about the remaining 90 points? There are still many pitfalls in event operations that you need to step into. In the next article, I will teach you how to regulate the activity rhythm and planning of your project for a year from the perspectives of permanent activities, node activities, hot activities, creative H5 activities, and large-scale year-round activities. Take you to experience the four seasons of the event and experience the ups and downs of the process.

Author: Product Operations

Source: Product Operations