赛事报道 | 项目推广 之 “锦囊妙计”

发布日期:2020-12-20 00:00:00   浏览量 :100
unknown unknown 发布日期:2020-12-20 00:00:00  
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      2020年12月18日下午3:00,SDC 2021第四次线上培训会成功召开。本次线上培训会主题为“How to promote your project”,主要包括:SDC2021一月至七月的赛程活动安排、宣传推广相关事项的方式方法建议、问答环节


At 3:00 PM on December 18, 2020, the fourth online training session of SDC 2021 was successfully held. The theme of this online training session is "How to Promote your Project", which mainly includes: the schedule and activity arrangement of SDC from January 2021 to July 2021, suggestions on ways and methods of promotion related matter, and Q&A.


01

XIANG Tiantian


      首先,SDC组织委员会活动策划经理项甜甜做了简短的自我介绍,随后分享了SDC 2021赛程期间的“road show(路演)”活动安排、制定推广计划、制定推广内容以及相关详细事项。

First, Tiantian XIANG, the event planning manager of SDC Organizing Committee, made a brief self-introduction, and then shared the activity arrangement, promotion plan, promotion content and related details of "Road Show" during SDC 2021.


2021年起SDC每月将以不同主题迎接竞赛的到来

1月:主办城市张家口努力举办绿色奥运;

2月:高效的绿色采暖系统&春节期间的智能绿色旅游计划;

3月至7月:SDC路演及施工前计划;

4月:世界地球日&节能环保材料应用于SDC建筑;

5月:SDC赞助公告及志愿者招募;

6月:世界环境日&团队为SDC做好准备,并宣布十周年计划。

7月:世界人口日&组织委员会进驻张家口

工作日历 Editorial calendar

      

      随后详细介绍了下阶段工作安排中:从明年三月到五月,组委会将帮助每个团队在其校园或城市里举办一次路演。每个团队都应该制定一个路演推广计划,以尽可能在所在城市吸引更多的关注。

敬请期待我们的路演哦!

"A CHRISTMAS GIFT"

02

 随后,策划经理以SDC 2021赛程推广为例,分享了项目推广的战略规划,包括:

Then, the planning manager shared the strategic planning of project promotion with SDC 2021 race promotion as an example, including:


1.工作目标&沟通目标 

Work objectives & communication objectives

2.SWOT分析&连接点 

SWOT analysis & Connecting points

3.目标受众分析 

Target audience analysis

4.战略&战术  

Strategy & Tactics

5.时间&预算  

Time & Budget

6.评价  

Evaluation


      在新阶段的任务中,我们将通过举办各类有趣形式的比赛,推广绿色科技;利用社交媒体,特别是短视频平台,提高公众对比赛的认识;利用团队的创造力和社会影响力,接触更多受众。

      由此,我们需要运营好公众平台;创建活动和社会话题,以达到更多的受众;创建社会和活动日历,使我们的推广周期是可持续的。

In the new phase of our mission, we will promote green technology by holding various interesting competitions; Use social media, especially short video platforms, to raise public awareness of the competition; Leverage your team's creativity and social influence to reach a wider audience. 

Therefore, we need to operate public platforms. Create events and social topics to reach a wider audience; Create a social and event calendar to make our promotion cycle sustainable.

03

      最后,项甜甜经理为我们提供了项目推广的几项“锦囊妙计”,帮助各个团队在今后的宣传推广中更好的找到前行的方向。

Finally, manager Tiantian provided us with several "knapsack tips" for project promotion to help each team find a better way forward in the future promotion.


1.项目的受众群体是如何分布的?

How are the target audience groups distributed? 

主要有4种基础的细分类型

人口统计——年龄,性别,收入,教育程度,职业,种族,语言;

地理——居住,城市/城镇/农村,地区,国际;

心理——态度,兴趣,意见,价值,生活方式;

行为层面——参与度、关系/用户状态。

There are four basic subdivision types:

Demographics -- age, sex, income, education, occupation, race, language; 

Geography -- Residence, city/town/country, region, international; 

Psychology -- attitude, interests, opinions, values, lifestyle; 

Behavioral level -- engagement, relationship/user status.

不同的受众群体 Different audience groups


其他的划分要素有:

环境/生命节点——生命周期事件,例如,新工作;新晋升;特殊场合/假期;

数字渠道偏好——应用程序、电子邮件、社交媒体和其他数字互动。

使用什么细分标准,取决于你的程序性质和组织意图。

Other dividing elements include:

Environment/life nodes -- life cycle events, for example, new work; The new promotion; Special occasions/holidays; Digital channel preferences -- apps, email, social media, and other digital interactions.

What segmentation criteria to use depends on the nature of your program and your organizational intent.


2.什么样的信息深入人心?

What kind of message is popular?

重要的是建立并保持现有想法之间的联系,并通过开放不同种类的渠道传播更多新信息。

It is important to establish and maintain the links between existing ideas and to disseminate more new information by opening different kinds of channels.

什么样的信息深入人心?What kind of message is popular?



3.善于使用信息框架创造、塑造故事。

Good at using information frames to create and shape stories.

框架:选择、强调和阐述具体事项或问题的过程,以便在这些事项或问题之间建立联系,促进特定的解释、评价或解决方案。

Framework: The process of selecting, highlighting, and elaborating specific matters or issues in order to establish linkages between them and to facilitate specific interpretations, evaluations, or solutions.

信息框架 Message frame


4.如何生成内容?

How to generate content?

首先需要建立核心信息,根据不同的目标群体和不同的时间段分类创建不同的消息。创建工作日历,以确保所有信息与核心信息一致。

渠道平台:根据受众群体年龄分析,分类规划各个年龄段的推广媒体平台。

First of all, we need to establish the core information and create different messages according to different target groups and different time periods. Create a work calendar to ensure that all information is consistent with the core information.

Channel platform: according to the age analysis of audience groups, classified planning of promotion media platforms of all ages.


受众群体年龄分析 Age analysis of audience groups

.

04

Team Tianjin U+已经在微信公众号、B站、抖音、微博正式上线啦!我们将会进行更多有趣的活动以及衍生品和文创边。敬请期待哦

Team Tianjin U+ have launched official account at WeChat, Tiktok, B station, Sina micro-blog! We will have more interesting activities and launch derivatives and cultural and creative industries. Please look forward to it!


关注Team Tianjin U+!

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