丹麥旗艦健康豬肉內(nèi)容營銷及活動營銷-合作方案-2015-3-5

1、丹麥豬肉 兒童健康肉食專家Danish pork, healthy food for kids為什么選擇兒童，Why kids?Imported formula milk powder進(jìn)口奶粉趨勢Another baby boom ahead即將迎來新一個生育高峰家長的消費熱點，Parents purse stringHigh Quality Education優(yōu)質(zhì)教育Healthy Food健康食品丹麥豬肉 兒童健康肉食專家 Danish pork, healthy food for kids Safety: from gate to table食品安全：從農(nóng)舍到餐桌整合營銷方案Integr

2、ated campaign plan 社交媒體內(nèi)容營銷Social Media content marketing線上線下互動Online to offline interactive品牌與銷量齊漲Brand awareness and sale revenue時間安排Timeframe 內(nèi)容營銷及活動預(yù)熱Content marketing & Campaign warm-up線上活動Online campaign線下活動Offline events3月到5月March to May6月到9月June to SeptemberO2O，分步驟，廣傳播，長期影響力Online to Offline

3、, step by step, mass communication, long tail1，內(nèi)容營銷及預(yù)熱 （每周微信-兒童健康飲食親子社團(tuán)）Step one: Content marketing and campaign warm-up (Weekly wechat)丹麥豬的福利Animal Welfare of a Danish pig丹麥?zhǔn)称钒踩w系介紹Introduction of the food safety system in Denmark丹麥傳統(tǒng)兒童美食Introduction of the traditional Danish kids food or dishes丹麥國

4、家足球隊食譜Diet of the Danish national football team丹麥豬肉知識有獎問答Quiz of the Danish pig丹麥人生活方式Lifestyle in Denmark丹麥農(nóng)場主的生活方式Lifestyle of a Danish pig farmerO2O，分步驟，廣傳播，長期影響力Online to Offline, step by step, mass communication, long tail2，線上營銷活動-吃貨評比 Step two: Online campaign-glutton election以微信曬美食，“丹麥級”吃貨評比活

5、動為品牌以及后期的線下活動進(jìn)行宣傳造勢，并打下社區(qū)基礎(chǔ)。（Tican對吃貨的標(biāo)準(zhǔn)多了一條：健康飲食）Individuals will use wechat to show their cuisine skills and run for the TOP Glutton of their respective “electoral” We can coin a new phrase “Danish level” Glutton* Glutton in Chinese contemporary urban language is a positive word 誰是本小區(qū)吃貨團(tuán)長？投票來決定Vot

6、e for the Glutton of your community吃貨團(tuán)長通過網(wǎng)絡(luò)票選 The Gluttons are voted on wechat platform吃貨團(tuán)長不僅能夠做出健康的美食（以兒童食品為參賽作品），還能有自己的理論，能夠引導(dǎo)社區(qū)健康飲食觀念 The Gluttons should not only be fond of foods and capable of cuisine innovation but also should be a good communicator and have the potential to be an opinion lead

7、er in this respect.Tican杯 關(guān)愛兒童飲食健康微信曬美食吃貨團(tuán)長評選活動流程介紹Introduction of the online voting campaignTican杯 關(guān)愛兒童飲食健康微信曬美食吃貨團(tuán)長評選活動流程介紹 Introduction合作商Logo口號：Slogan做個負(fù)責(zé)任的吃貨做個純粹的吃貨做個“丹麥級”的吃貨Tican杯 關(guān)愛兒童飲食健康微信曬美食吃貨團(tuán)長評選活動流程介紹邀請專業(yè)評委團(tuán) Invite professionals 邀請相關(guān)媒體人，一方面為活動背書，另一方面借助他們的影響力對活動進(jìn)行推廣宣傳Invite media people to

8、 firstly endorse this event and secondly spread the words以及高校、政府相關(guān)部門的食品安全專業(yè)人士，例如擲出窗外創(chuàng)始人吳恒Invite other key stakeholders and opinion leaders from universities, government and NGOsO2O，分步驟，廣傳播，長期影響力Online to Offline, step by step, mass communication, longtail以吃貨團(tuán)長為首在社區(qū)內(nèi)成立居民自發(fā)的兒童健康美食組織，長期關(guān)心兒童健康飲食，編撰電子版親子

9、健康飲食雜志，并通過自媒體進(jìn)行宣傳（基于微信的電子出版物），Tican或丹麥農(nóng)協(xié)將成為這些組織的名義贊助人。Encourage The Glutton to set up the community-based parents organizations to focus the issues of kids healthy food, and to promote the ideas via social media特點：基于微信O2O傳播Feature：Wechat communication美食微信評比活動輕：只要有關(guān)注微信公眾號即可參加，不需安裝APPConvenient : No n

10、eed to install APP, just follow on wechat快：將美食拍照上傳即可參加比賽Quick: Take photo by phone and participate趣：發(fā)動親朋好友，微信圈一起拉票Fun: Run a campaign and mobilize friends and relatives獎品-由Tican負(fù)責(zé)/ Prize provided by Tican 大獎對于提升活動的參與積極性是有幫助的 比方說一個社區(qū)只要滿200個人參賽，就能夠正式成為一個賽區(qū)，每一個賽區(qū)，每200個參賽者可以以國內(nèi)的豬肉價格買到進(jìn)口的丹麥豬一整頭。（這個需要Tica

11、n核算一下成本，看如何設(shè)置有吸引力的獎品，又不至于成本太高）比方說全國前十的吃貨團(tuán)長們將被邀請參加上海的SIAL展會，甚至全國冠軍將可以贏得全家的北歐旅游（全國超過200個賽區(qū)就開始評中國區(qū)吃貨冠軍。）Online campaign expectation1，活動頁面累計達(dá)到20萬個PV以上 / Total PV more than 200,0002，參與上傳作品人數(shù)500人以上 / More than 500 candidates for Gluttons3，參與投票人數(shù)5000人以上 / More than 5000 participants4，帶動Tican產(chǎn)品在蘇食渠道的銷售 / A

12、driver for the sales revenue (traceable)線下活動Offline events2，線下活動Offline events6月中旬，Tican進(jìn)社區(qū)活動，唐鎮(zhèn)率先搞，總結(jié)經(jīng)驗、模式，并制作成活動手冊，然后交給其他各社區(qū)的吃貨團(tuán)長們，由各社區(qū)吃貨團(tuán)長組織各自社區(qū)活動。June, the demo event will be held in Tangtown Pudong, ShanghaiAfter that, we will create “Event-in-a-box” to copy the events to other communities orga

13、nized by The Gluttons and supported by TicanO2O，分步驟，廣傳播，長期影響力Online to Offline, step by step, mass communication, long tail為什么選唐鎮(zhèn)？Why Tangtown?Its the center of Pudong DistrictPeople in the community have very good education backgroundAbout 40% have master degreeAbout 25% have overseasstudy experien

14、cePeople in the community have decent jobsAbout 60% are working for world famous companiesAbout 10% have their own companiesFamily income are quite goodPeople have strong demands of safe foodTangtown event planning- JuneVenuePast events事項 / Item描述 / Description預(yù)算（元）/ Budget活動場地費用鄰里+別墅半天包場3000人員邀請，地推

15、，網(wǎng)推現(xiàn)場到達(dá)100人次3000社區(qū)戶外宣傳海報，橫幅，易拉寶3000人員配備攝影攝像、協(xié)調(diào)、現(xiàn)場服務(wù)等3000媒體宣傳電視1家，平媒 5家、網(wǎng)媒 20家、自媒 5家18000隨手禮10元以內(nèi)小禮品1000Tangtown event planning- JuneOther events planning- June to SeptemberEvents channelThe Gluttons in the resident communitiesMBA alumni events (CEIBS, Tsinghua, etc)Accountants association events (AC

16、CA, CIMA, CFA etc)Top tier universities alumni events ( Fudan, Peking U, etc)We will provide a “Event-in-a-box” toolkits to facilitate the event organizers, which will be designed after the Tangtown flagship event Campaign Investment Estimation事項 / Item考核指標(biāo)/Measurement預(yù)算（元）/ BudgetOngoing content ma

17、rketing 內(nèi)容營銷Followers on wechat, page view15000 for the start10000/month for maintenance after the campaignOnline Campaign VI design線上活動平面設(shè)計Rated by Tican15000Online Campaign Programming 微信投票系統(tǒng)編程The functionality and innovation40000Media Partner 媒體伙伴The rating of the media30000-60000 depends on clie

18、nts choicesCampaign Investment Estimation (continued)事項 / Item考核指標(biāo)/Measurement預(yù)算（元）/ BudgetFlagship event in Tangtown 唐鎮(zhèn)社區(qū)活動Media exposure, Event-in-a-box toolkits31000Online Campaign promotion 線上活動推廣Readership30000Other offline events 其他線下活動The influence of each events5000/resident community10000/h

19、igh end clubPrizes and gifts 獎品及禮品The number of opt-in registersProvided by Tican項目的社會效益分析及傳播效益分析Analysis of the mass communication effect and the social effect為孩子和家長提供一次高質(zhì)量的線上線下活動Provide a innovative O2O events for parents and kids品牌的親和力，以及品牌傳播（主合作商的LOGO或字號出現(xiàn)在頁面最顯著的位置）Brand Awareness互聯(lián)網(wǎng)長尾效應(yīng)（好的親子活動特

20、別能發(fā)揮長尾）Long tail履行企業(yè)社會責(zé)任，合作商可以由鄰里+ 提名參加一些年度CSR的評選Corporate Social Responsibility 項目的社會效益分析及傳播效益分析Analysis of the mass communication effect and the social effect (continued)1，品牌曝光 ，預(yù)計本項目將獲得每年約50萬次PV（平均一個參賽者可以帶來500個PV，500個參賽者可以帶來至少25萬PV。之后按照全年社團(tuán)線上線下 宣傳活動，20萬PV。實際數(shù)據(jù)可獲得) Brand Awareness, we expect more

21、than 500,000 PV2，為在中國銷售的產(chǎn)品和服務(wù)進(jìn)行的宣傳造勢，建立社區(qū)友好度和親和力，以及所帶了的影響力。（平均一個參與者可以影響周圍20個人，500個參與者可以影響到一萬人。) 此外，活動很容易復(fù)制到所有社區(qū)，有利于品牌的迅速傳播。Easy to copy the events through the “Gluttons”Proud to be kids patron.Thank you for your support!我驕傲，我是兒童活動贊助人！感謝您的支持！誰是鄰里+ Who is Neighbors+齊心協(xié)力，為孩子們營造一個共同學(xué)習(xí)、共同成長的空間 A Social Enterprise鄰里+是著名的專注社區(qū)發(fā)展，重建鄰里關(guān)系的社會企業(yè)，由一群70后、80后家長組建并運(yùn)營，主要關(guān)注兒童的社區(qū)教育，提升社區(qū)鄰里關(guān)系。鄰里+的社會企業(yè)承諾約法三章 Our social enterprise statement1，家長委員會參與經(jīng)營決策；Parents involved in governance2，依次是會員、員工和股東利益；Members, emplo