情人节公关活动策划方案.docx

情人节公关活动策划方案

第一篇：情人节公关活动策划方案情人节公关活动策划方案策划人：张琳君时间：2012-5-23目录一前言·····················································································3二市场分析·············································································3（一）竞争对手分析··························································3（二）消费者分析······························································3三公共活动目标·····································································4四公共活动主题·····································································4五公关活动时间地点·····························································4六媒介宣传·············································································4（一）报纸广告··································································4（二）电视广告··································································4（三）户外广告··································································5七费用预算·············································································5八效果评估·············································································5一前言《潇湘晨报》是一份大型综合类都市日报，关注民生、守望民本，着力于无限逼近湖南都市生活的真相。作为卓越新闻的不懈追求者，权威资讯、实用信息、互动内容和深度观点的完全供应商，在传播的方式、速度、成本发生深刻变化的时代，《潇湘晨报》成就湖南最具影响力和公信度的平面媒体，是全国都市报方阵中的强势品牌和领先劲旅。作为无可争议的湖南第一纸媒，《潇湘晨报》全面深刻地融入湖南经济社会发展的崭新进程，理性、负责和建设性地运营媒体，成为“记录湖南、演绎湖南”的时代风标，“推介湖南、放大湖南”的地域名片，“影响湖南、创新湖南”的权威媒体。二市场分析（一）竞争对手分析虽然《潇湘晨报》是湖南第一纸媒，但是同样也面临着其他报纸行业竟争。不仅如此，电视、电脑也是竞争对手之一。现如今是科技时代，慢慢的报纸可能会被人们逐渐遗忘。（二）消费者分析三湘都市报读者群：在长沙平面媒体中，三湘都市报读者结构最合理、最年轻、高学历、高收入、高消费群体比例最高，对各大商品的预购比、均远高于同城其它媒体。读者的读报时间，对广告的关注度，消费者对广告的依赖度、信赖度均为各竞争媒体之首，是广告客户最理想的选择媒体。（三）宏观环境及行业分析潇湘晨报广告价值：《潇湘晨报》每期发行总量超过52万份，受众200万人，全面覆盖全省城镇，绝对领跑报业湘军，成为湖南读者的首选报纸。1500个发行员构成的发行网络，确保潇湘晨报最早上市、第一时间投递客户。凭借卓越的新闻品质，潇湘晨报权威影响已经深入社会各领域、各阶层，并且读者结构进一步向高知识、高品位、高消费的高端人群汇群，自2006年以来，受欢迎程度、发行量、广告量牢牢占据湖南第一。三公共活动目标此次活动预计要达到的目标提高销售量、美誉度、市场占有率、知名度四公共活动主题“甜蜜潇湘，与爱相伴”五公关活动时间地点活动时间：2012年2月14日活动地点：湖南长沙各个繁华路段六媒介宣传（一）报纸广告报纸选择：《潇湘晨报》、《长沙日报》、《长沙晚报》广告内容：在报纸上登这次活动的说明，为期一个月。（二）电视广告频道选择：在湖南卫视，在19:25时段时插播广告，主题“甜蜜潇湘，与爱相伴”广告内容：一个男生拿着《潇湘晨报》在等心爱的她，一个女生走过来说：“甜