连锁Cafe西餐厅开业仪式周年庆典推广活动策划方案

开业一周年庆典方案 Hard Rock Cafe Tianjin 1 yearanniversary ceremony market plan Said ahead 说 在 前 面 前言Preface 根据前期沟通，天津Hard Rock Cafe硬石餐厅将在4月20日，进津一周年之际，进行开业仪式盛典主题活动的安排，为项目区域内造势，业内持续传播。 According to the previous communication, Hard Rock Cafe intianjinwill arrange theopening ceremony themed activities on April 20, the first anniversary ofjinjin, to buildmomentum within the project area and continuously spread in the industry. CONTENTS 策略引入Strategy introduction 公关视觉Public relations vision 04 01 执行细节Activity details 官方推广Official promotion 05 02 公关规划Public relations planning 公司简介Company profile 06 03 Part One策略引导 The introduction of the whole idea of thescheme in series and the key hanging point ofthe main idea ta r g e t 销售目标Sales target 周年庆期间硬石餐厅销售额目标为75万Sales target of Hard Rock Restaurant during theanniversary is 750,000 品牌目标Br a n dta r g e t 天津城市美食用户量最大APP，搜索音乐餐吧排名硬石餐厅综合排名第五位，通过本次开业活动 帮助硬石餐厅提高人气让更多人了解硬石文化 Tianjin City, the largest number of delicious food users APP, music barranking search Hard Stone Restaurant ranks fifth in the overall ranking, through thisopening activity Help Hard Rock Restaurant to Enhance PopularityLet More People Know Hard Stone Culture 将华北首家硬石餐厅的音乐收藏品、传奇美式风味、摇滚音乐三大特点进行品牌传递，在大众心中建立良好形象 让更多人了解硬石，接纳硬石来到硬石，你就是摇滚明星 Music Collection, Legendary American Style and Rock and Roll Music of the FirstHard Stone Restaurant in North ChinaCarry out brand transfer and build a good image in the hearts of thepublicLetMore People Accept HardStonesTodayyou are a rock star The characteristics Strategy guidance 策 略 引 导 为庆祝天津硬石餐厅一周年庆典迈克·杰克逊演出服将以巡演的形式作为亮点致敬音乐赢得粉丝膜拜向往 To celebrate the first anniversary of Tianjin Hard StoneRestaurantMikeJackson's costume will be highlighted in the form of atourWinningfanworship Theme Definition: 因此，主题定义为： 音乐食代致敬Rock周年狂欢夜 M u s i c a l F o o d C e l e b r a t e s R o c k a n d R o l l A n n i v e r s a r y C a r n i v a l N i g h t 2 0 1 9天 津 硬 石 餐 厅 一 周 年 庆 典 暨 开 业 仪 式H a r d R o c k C a f e T i a n j i n 1 y e a ra n n i v e r s a r y c e r e m o n y m a r k e t p l a n 舞台耳侧背景设计Background Design of Stage Ear Side 舞台耳侧背景设计备选Background Design of Stage Ear Side Part Two官方推广 Release the voice for the brand and createmarket topic communication in the early stagewith the theme of the scheme 宣传周期 楼宇媒体引入：分众传媒 Building Media: Focus Media 电梯是城市的基础设施，电梯这个日常的生活场景代表着四个词：主流人群、必经、高频、低干扰，而这四个词正是今天引爆品牌的核心稀缺资源。今天4亿城市人口，每天3亿看分众。分众电梯媒体，覆盖230多个城市，超过260万个电梯终端，5亿人次城市主流人群的日均到达，被评为【中国广告最具品牌引爆力媒体】。 Elevator is the infrastructure of the city. Elevator, as a daily life scene, represents four words: mainstream crowd, must-go, high frequency and low interference. These fourwords are the core scarce resources of today's brand. Today, 400 million people live in cities and 300 million people watch the audience every day. Focus Elevator Media,covering more than 230 cities, has more than 2.6 million elevator terminals and 500 million people arriving daily from the mainstream of the city, has been rated as themost brand-inspiring media in Chinese advertising. 4月4—20日针对项目附近板块客群0402—20 For the Passenger Group near the Project 联袂白领办公社区聚集地硬石邀你同庆一周年 White-collar office gathering placeHardstone invites you to celebrate your first anniversary 在硬石餐厅附近办公社区内部楼宇电梯广告位进行餐厅周年庆的活动介绍信息的投放。广告画面设置硬石餐厅二维码，大众可扫取二维码了解活动。扫码成为餐厅会员，享受优惠活动。 Introducing information about the restaurant anniversary activities in the elevatoradvertising space of the office community near the Hard Rock Restaurant. Advertisingpictures set two-dimensional codes for Hard Rock Restaurant, and the public can scanthe two-dimensional codes for understanding activities. White-collar petty capitalistsare equal to the project, attracting target customers. 客群画像分析 Analysis of the Portrait of the Visitors 4月4—25日针对线上客群0404—25 For Online Passenger Groups 携手大众点评约惠全城巨利秒杀Hand in Hand with the Public to Comment on the Whole City ofHuili 活动期间硬石餐厅携手大众点评，进行优惠活动。以抢券的形式进行规划，以49元秒杀100元消费券。依此增长餐厅销售额。During the event, the Hard Rock Restaurant joined hands with the public to comment onthe concessional activities. Plan in the form of seizing vouchers and kill 100 yuan in 49yuan seconds. Increase restaurant sales accordingly. 客群画像分析 Analysis of the Portrait of the Visitors 媒体引入：微信公众号Media Introduction:WechatPublic Number 公众号大号推荐:Public size recommendation: 天津美食攻略 推荐微信公众号美食板块大号：天津土著、天津美食攻略。 粉丝客群锁定天津本地人群，大号推荐更具领袖号召力 除常规项目推介外，还将以霸王餐的形式，刺激消费者入店消费 RecommendWeixinPublic Number Gourmet Plate Big Size: Tianjin Indigenous and Tianjin GourmetStrategy.Fanstarget local people in Tianjin, and big recommendationhas more charismaticappeal.Inaddition to routine project promotion, it will also stimulate consumers to enter stores and consume in the form of overlord meals. 4月4、11、18、25日针对线上客群0404、11、18、25 For Online Passenger Groups 案例说明 硬石店庆福利狂欢百张优惠餐券全城送 Hard Stone Store CarnivalHundred King's Dinner Tickets Delivered All over the City 项目微信公众号进行软文推送并邀请微信公众大号进行餐厅信息推荐，并号召粉丝进行留言互动。内容说明： 4月4日：周年庆活动介绍4月11日：硬石抖音大赛软文推荐4月17日：优惠政策说明4月25日：总结