Planning scheme of large-scale public welfare activities of giving love

First, the theme of the event: XX House offers millions of love to the old district.

Keywords: public welfare activities, public opinion, publicity, management and promotion

Purpose of activity: charity auction marketing activity combining public welfare with business.

Responding to the government? Architecture? Call for peace? Youth home construction? Caring action, jointly launching large-scale public welfare activities with Wuhan Municipal Committee of the Communist Youth League, Wuhan Committee for the Care of the Next Generation, Wuhan Youth Development Foundation, Wuhan Agriculture Bureau, Wuhan Culture Bureau, Wuhan Health Bureau, Wuhan Evening News Agency, Wuhan Radio and Television Bureau, Wuhan Evening News Agency, Wuhan Caring Culture Communication Center and other units? XX home millions of love to the old district? .

Jointly organized by government agencies, social organizations and news media, enhancing the authority, public welfare, journalism and credibility of this activity is the key issue for enterprises to organize public welfare activities.

In the upcoming off-season, we will launch large-scale public welfare activities closely related to XX House's business projects and marketing activities, find news points, attract public attention, enhance brand image, drive off-season people flow and sales, and pave the way for peak season sales.

Activity significance:

1, enhance brand awareness and reputation: Yipai education is a public welfare activity with high public concern. There are several advantages to carrying out this activity. Because it is a public welfare activity, it has a wide audience, can quickly promote the brand, and the public knows it quickly;

2. Public opinion propaganda orientation and news hype: As a public welfare activity, it has certain news value. Through reasonable hype, build momentum for the marketing activities of XX House, and enhance the public's memory, cognition and goodwill towards the brand of XX House.

3. Enhance corporate image and actual sales: For an enterprise, gaining public awareness is an intangible asset of the enterprise. The better the social effect, the more it can drive the company's performance to soar.

4. In line with the company's business philosophy: President Xiao Kaixuan put forward the sense of corporate mission at the company meeting many times. While solving the pain points of consumers' home improvement with all-round product positioning, we should also create a public welfare image in the eyes of the public and the media through the grand project of managing people's hearts, create an excellent corporate culture, establish the values of employees, and lay a solid foundation for the rapid development of enterprises.

5. Win-win economic and social benefits:

(1) Effectively achieve the strategic goal of brand image by integrating superior resources;

(2) Charity sale (charity auction) can effectively attract customers to the store, thus enhancing economic benefits. The public has a high enthusiasm for public welfare undertakings, and good social benefits can be obtained through long-term public welfare activities;

(3) As public welfare is a long-term cause that the government departments are extremely concerned about, this activity also unites a number of government functional departments to establish a good government image project;

(4) Marketing promotion effect with twice the result with half the effort: the theme of this activity is outstanding and distinctive, which has attracted great attention from the public, media and government departments; Moreover, the activity itself is simple to operate and has a large space for speculation; Interacting with merchants, with less investment, can achieve twice the result with half the effort in brand promotion.

Second, the charity sale (auction) activity analysis:

1. Activities:

XX House provides a charity sale of products with a value of nearly one million yuan, and all the charity sale funds are donated to the welfare institutions and vulnerable groups in the old revolutionary base areas as special funds for love.

2. Activity time: Since May 2006, a series of charity auctions and donations have been held in the past year.

3. Products sold by charity

(1) The merchants of XX House sponsor the charity auction of commodities, especially the manufacturers of national famous brands such as sanitary wares, floors, tiles, cabinets, electrical appliances and furniture. Strong brand promotion awareness and high enthusiasm for sponsoring products, and agreed to do business promotion activities on the grounds of public welfare sponsorship.

(2) At present, the Wuhu base of the company still has a batch of furniture and bedding in stock, which can be used as charity supplies.

(3) It is planned to organize 8- 10 public welfare promotion activities and several donation activities in the past year. It is estimated that furniture and building materials with a value of1-50,000 yuan will be provided for charity sale each time as a donation to support the old revolutionary base areas.

4. Difficulty of the event: This event needs the cooperation of some manufacturers to provide free auction goods. However, participating in this activity can bring many tangible returns to the merchants, so it is feasible to persuade the merchants to provide auction items.

5. Start time of the event: May 27th and 28th, once a day, and the auction lasts about 2 hours every day.

From now on, there will be a charity auction and charity sale every weekend of 1-2.

Third, the target of assistance

Taking the old revolutionary base areas of Dabie Mountain in Hubei Province as the main support object, we can go deep into the old revolutionary base areas of Dabie Mountain such as Hong 'an, Macheng, Dawu, Luotian, Yingshan, Huangpi and Xinzhou, organize manufacturers of brand tiles, floors, bathrooms and cabinets to participate, and launch related theme promotion activities according to different time periods. For example, we can do the following theme activities:

1.7-August, after the college entrance examination, the champion of the college entrance examination in the old district will be funded.

2.9. On the Double Ninth Festival in September, if you go to the old general's hometown, give love to his relatives or descendants.

3. 10, giving love to the welfare institutions in the old revolutionary base areas.

Verb (abbreviation for verb) media support

1. Wuhan Evening News Support Action Column

2. Wuhan Morning News

3. Wuhan TV Station "People Connected"

4. Hubei Radio Station

Operating rules of intransitive verbs in this auction:

1. This auction is an auction without reserve price, that is, all lots are started in 0 yuan, and bidders are free to bid, and the lowest bid range is 50 yuan RMB.

2. The auction items are provided by XX House merchants. The main items are beds, mattresses, sofas, dining tables and chairs, sofabeds and other items.

3. The proceeds from this auction are used to fund the disadvantaged groups in the old revolutionary base areas.

The auction was held in the square in front of XX Building Materials House.

5. This auction is an auction without reserve price, and the final winner will be taken to the cashier by the staff for payment;

6. This auction is scheduled to be held on May 27th-28th at 3pm. Auction items will be displayed in advance, and the host will introduce their brands and functions in detail (the content will be provided by the merchants).

7. The auctioneer announced the start of the auction and the participants began to bid.

8. Every bid, the auctioneer bid three times on the spot. If no one raises the price, the auctioneer puts down the hammer and announces the transaction.

8. The staff invited the last bidder to take the stage on the spot, and there were radio and television stations for on-site interviews.

10. Representatives of product manufacturers congratulate consumers on becoming love ambassadors of XX House.

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