公共关系大赛策划书.docVIP

——海南医学院第届全国爱眼日系列活动

19

13营销

2014年11月

参赛队伍13营销

参赛口号相信心灵的力量，营销为你呵护

活动主题摘掉眼镜笑看蓝天

王丽荣肖鹏程黄汝燕

团队成员

李丽玲单铖燕薛田田

目录

一、项目背景·························1

二、项目调研·······················`··4

（1)Swot分析··························5

（2)项目可行性调研························6

三、项目策划···························8

（1)活动目的···························9

（2)活动主题··························`·9

（3)目标公众·························`··9

（4)策略选择··························`·9

（5)策划详情···························10

宣传作品征集赛························11

海南省高校爱眼知识巡回讲座··················15

漫画展····························19

免费修理、清洗眼镜······················23

仿近视眼体验活动·······················27

大型公益文艺汇演暨募捐活动··················35

免费治疗高度近视眼及配置近视眼镜···············42

（6)项目阶段···························45

(6)活动设计··························`46

四、媒体传播·························`··49

（1)市场分析···························50

（2)媒体选择···························51

（3)媒体计划···························53

（4)传播策略·······················`····56

五、项目执行························`···57

（1)活动开展···························58

（2)物资准备·······················`····64

六、项目评估···························65

（1)宣传作品征集大赛及漫画展···················66

（2)海南省高校爱眼知识巡回讲座···············`···68

（3)仿近视眼体验活动····················`···70

（4)大型公益募捐活动·····················`··72

（5)免费修理、清洗眼镜···················`···74

（6)免费治疗高度近视眼及配置近视眼镜·············`··76

七、附录··························`···78

1）附录一：关于近视眼的调查问卷·················78

2）附录二：近视眼调查问卷（针对大学生）的回收结果数据······81

3）附录三：关于邀请海南省省长参加公益募捐开幕式讲话的信函····83

项目背景

1

（1)近视眼在中国

据相关数据调查显示,我国学生的近视率已居世界第二位，近视人数高居世

界第一。我国中学生近视率达70%以上，小学生近视率达40%以上，全国3亿

多中小学生，每年新入学儿童近3000万，其中2.5亿学生不同程度上属于不

良视力。在全国学生体质健康调研必威体育精装版数据也表明大学生更甚超过9