北京WE House开盘活动推广案.pdfVIP

目录 第1 章 北京WE House 开盘活动推广案··················································1 1.1 北京WE House 开盘活动推广案·························································1 1.1.1 综述·······················································································1 1.1.2 企业PR 目标···········································································1 1.1.3 日期·······················································································1 1.1.4 方案描述·················································································1 1.1.5 五大样板间活动内容 ·································································2 1.1.6 邀请媒体·················································································3 1.1.7 活动预算表 ·············································································3 1.1.8 活动流程·················································································4 1 第1章 北京WE House 开盘活动推广案 1.1 北京WE House 开盘活动推广案 1.1.1 综述 2004 年8 月28 日，北京永泰地产面向2.5 次置业者的“WE ”项目（以下简称本案）即 将盛大开盘。 我司先后几次与贵司王总及策划部胡晓杰女士协商探讨，以期进一步了解本案。在胡晓 杰女士的指点和帮助下，我司对售楼现场的样板间进行了踩盘，对本案的特色已经有了更深 的了解。 为了更好地宣扬本案“2.5 次置业者的第一居所”宗旨，我司本着“格调”、“优雅”、“轻 松”、“友情”、“了解”、“互动”的主要思路对本案的开盘提出以下的建议方案。 本案开盘盛典，是面向政府，客户，传媒的一次适时的，良好的形象宣传机会，是树立 永泰地产整体形象的良好契机。同时，为本案的销售达成打下坚实的基础及传颂口碑。 1.1.2 企业PR 目标 通过本案开盘活动，树立良好的本案形象，提升本案口碑，进而达成销售目标。 增进与目标客户的交流及沟通，树立目标客户心目中的企业形象及本案的正面形象。 在较小的投入下，利用开盘的时机与目标客户的口碑传颂，进一步培育潜在客户市场， 谋求本案的销售达成，进而达到收益增长。 在新的市场条件下，友朋之间探讨关于别墅的模式及利益点，创造轻松的交流氛围，以 期达到双赢的局面。 1.1.3 日期 2004 年8 月28 日。 1.1.4 方案描述 1、开场创意方案描述： （开场如同作文，凤头开场，夺人耳目，以期为众位嘉宾留下深刻的印象，以下开场方 案供贵司备选。） A 、“狮舞神州” 八音锣鼓喧天，四只舞狮交互表演，四只舞狮借四季平安吉祥之意，以求风调雨顺，国 泰民安，预祝本案开盘成功。 在舞狮表演开始前，依中国传统习惯，请贵司总经理