1、天津硬石餐天津硬石餐厅开开业一周年一周年庆典方案典方案Marketing Plan for 2024Hard Rock Cafe Tianjin 1 yearanniversary ceremony market plan前言前言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。Said ahead说 在 前 面According to the previous communication,Hard Rock Cafe in tianjin will arrange the ope2、ning ceremony themed activities on April 20,the first anniversary of jinjin,to build momentum within the project area and continuously spread in the industry.CONTENTSCONTENTS01040205策略引入Strategy introduction公关视觉Public relations vision官方推广Official promotion执行细节Activity details0306公关规划Public relations3、 planning公司简介Company profile01Part One策略引导The introduction of the whole idea of the scheme in series and the key hanging point of the main idea根据与客根据与客根据与客根据与客户户的多的多的多的多轮轮方案沟通后，我司将方案沟通后，我司将方案沟通后，我司将方案沟通后，我司将综综合上合上合上合上诉诉以新的以新的以新的以新的视视角定角定角定角定义义本次周年本次周年本次周年本次周年庆庆典典典典According to the first round of com4、munication with customers,we will define the theme of this event from a new perspective.According to the first round of communication with customers,we will define the theme of this event from a new perspective.通通过本次开本次开业盛典能盛典能为硬石餐硬石餐厅带来什么效果来什么效果?餐餐厅开开业以以以以 产产 品品品品 专专 属属属属 概念概念概念概念 与客与客与客与客 户发户发 生生生5、生 共共共共 鸣鸣将将将将 产产 品价品价品价品价 值进值进 行行行行 释释 放放放放So what will the opening ceremony bring to Hard Rock So what will the opening ceremony bring to Hard Rock Restaurant?Restaurant?STRATEGIC DIRECTIONtarget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 the anniversary is 750,0006、品牌目标Brand targetONETWOTHERE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帮助硬石餐厅提高人气提高人气 让更多人了解硬石文化更多人了解硬石文化Increase Brand Publicity with Opening Ceremony ActivitiesTianjin City,the largest number of delicious food users APP,music bar ranking searchHard Stone Restaurant ranks fifth in the overall r7、anking,through this opening activityHelp Hard Rock Restaurant to Enhance PopularityLet More People Know Hard Stone CultureCollectionThe characteristics 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，接更多人了解硬石，接纳硬石硬石来到硬石，你就是来到硬石，你就是摇滚明星明星RestaurantMusic收藏收藏餐餐厅音音乐Music Collection,Legendary A8、merican Style and Rock and Roll Music of the First Hard Stone Restaurant in North ChinaCarry out brand transfer and build a good image in the hearts of the publicLet More People Accept Hard StonesToday you are a rock star双赢Win-winWin-win鲁鲁能城能城联联手硬石餐手硬石餐厅厅打造打造顶顶尖服尖服务务与体与体验验同步世界引领城市走向未来价值Luneng City C9、o-operates with Hard Rock Restaurant to Create Top Service and Luneng City Co-operates with Hard Rock Restaurant to Create Top Service and ExperienceExperienceSynchronized World Leads Cities to Future ValueSynchronized World Leads Cities to Future Value1 1、凭、凭、凭、凭鲁鲁能城与硬石餐能城与硬石餐能城与硬石餐能城与硬石餐厅厅会会会会员员卡，10、午餐卡，午餐卡，午餐卡，午餐时间时间段享受半折段享受半折段享受半折段享受半折优优惠惠惠惠晚餐晚餐晚餐晚餐时时段消段消段消段消费费多少返券多少（返多少返券多少（返多少返券多少（返多少返券多少（返额额券可延券可延券可延券可延长长一周消一周消一周消一周消费费，消，消，消，消费费不含酒水与不含酒水与不含酒水与不含酒水与纪纪念周念周念周念周边边）1.Luneng City and Hard Rock Restaurant Membership Card,half discount for 1.Luneng City and Hard Rock Restaurant Membership Card,hal11、f discount for lunch timeHow many vouchers do you buy during dinner(the vouchers can lunch timeHow many vouchers do you buy during dinner(the vouchers can extend your consumption for a week without drinks and souvenirs)extend your consumption for a week without drinks and souvenirs)促促促促销销政策政策政策政策2 212、优优惠券福利：惠券福利：惠券福利：惠券福利：4949元可元可元可元可购买购买100100元消元消元消元消费费券（不限使用）券（不限使用）券（不限使用）券（不限使用）2.Coupon benefits:49 yuan can buy 100 yuan coupon(unlimited use)2.Coupon benefits:49 yuan can buy 100 yuan coupon(unlimited use)3 3、批量、批量、批量、批量卖卖出出出出50005000张饮张饮品券品券品券品券3.Selling 5000 Drinking Vouchers in Batch3.Selli13、ng 5000 Drinking Vouchers in Batch全球第全球第全球第全球第182182家，家，家，家，华华北首家硬石餐北首家硬石餐北首家硬石餐北首家硬石餐厅厅以以以以摇滚摇滚之耀启幕津城之耀启幕津城之耀启幕津城之耀启幕津城美食界的美食界的美食界的美食界的摇滚时摇滚时代来代来代来代来临临The 182nd Hard Stone Restaurant in the World,the First Hard Stone The 182nd Hard Stone Restaurant in the World,the First Hard Stone Restaurant in No14、rth ChinaRestaurant in North ChinaOpening Tianjin City with Rock and RollOpening Tianjin City with Rock and RollThe Age of Rock and Roll in Food IndustryThe Age of Rock and Roll in Food IndustryTo celebrate the first anniversary of Tianjin Hard Stone RestaurantMike Jacksons costume will be highlight15、ed in the form of a tourWinning fan worship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Strategy guidance策 略 引 导因此，主题定义为：Theme Definition:音音乐食代食代 致敬致敬Rock周年狂周年狂欢夜夜2019天津硬石餐厅一周年庆典暨开业仪式Hard Rock Cafe Tianjin 1 yearanniversar y ceremony market planMusical Food Celebrates Rock and Roll Anniversar y Carn16、ival Night舞台主视觉设计Stage Main Visual Design舞台主视觉设计推荐Recommendation of Stage Main Visual Design舞台耳侧背景设计Background Design of Stage Ear Side舞台主视觉设计备选Recommendation of Stage Main Visual Design舞台耳侧背景设计备选Background Design of Stage Ear Side4月4日4月18日4月20日4月25日4月11日推广节奏媒体规划效果楼宇媒体新媒体直播媒体大众媒体前期宣传预热项目板块附近热门社区楼宇媒体17、传播后期新媒体持续造势yi网现场直播抖音大赛微信宣传声音释放引发大众关注硬石&滴滴出行礼全城送线下规划前期媒体邀约周年庆盛典中期引爆后期持续曝光增加餐厅蓄客持续增加品牌曝光度微信宣传微信宣传微信宣传微博宣传抖音大赛微博宣传美食app大众点评持续优惠02Part Two官方推广Release the voice for the brand and create market topic communication in the early stage with the theme of the scheme4月4日4月18日4月20日4月25日4月11日推广节奏媒体规划效果楼宇媒体新媒体直播媒体18、大众媒体前期宣传预热项目板块附近热门社区楼宇媒体传播后期新媒体持续造势yi网现场直播抖音大赛微信宣传声音释放引发大众关注硬石&滴滴出行礼全城送线下规划前期媒体邀约周年庆盛典中期引爆后期持续曝光增加餐厅蓄客持续增加品牌曝光度微信宣传微信宣传微信宣传微博宣传抖音大赛微博宣传美食app大众点评持续优惠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】。Elevat19、or 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 four words are the core scarce resources of todays brand.Today,400 million people live in cities and 300 million people watch the audience ever20、y 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 the most brand-inspiring media in Chinese advertising.楼宇媒体引入：分众楼宇媒体引入：分众传媒媒Building Media:Focus MediaPlan宣传周期421、月月420日日 针对项目附近板目附近板块客群客群040220 For the Passenger Group near the Project联袂白袂白领办公社区聚集地公社区聚集地硬石邀你同硬石邀你同庆一周年一周年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 informat22、ion about the restaurant anniversary activities in the elevator advertising space of the office community near the Hard Rock Restaurant.Advertising pictures set two-dimensional codes for Hard Rock Restaurant,and the public can scan the two-dimensional codes for understanding activities.White-collar 23、petty capitalists are equal to the project,attracting target customers.Plan宣传周期客群画像分析客群画像分析Analysis of the Portrait of the VisitorsPlan宣传周期人群人群年年龄喜好喜好消消费偏好偏好高端社区用户2535品质事物生活服务消费占比高4月4日4月18日4月20日4月25日4月11日推广节奏媒体规划效果楼宇媒体新媒体直播媒体大众媒体前期宣传预热项目板块附近热门社区楼宇媒体传播后期新媒体持续造势yi网现场直播抖音大赛微信宣传声音释放引发大众关注硬石&滴滴出行礼全城送线下规划24、前期媒体邀约周年庆盛典中期引爆后期持续曝光增加餐厅蓄客持续增加品牌曝光度微信宣传微信宣传微信宣传微博宣传抖音大赛微博宣传美食app大众点评持续优惠4月月425日日 针对线上客群上客群040425 For Online Passenger Groups携手大众点携手大众点评约惠全城巨利秒惠全城巨利秒杀Hand in Hand with the Public to Comment on the Whole City of Huili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 R25、ock Restaurant joined hands with the public to comment on the concessional activities.Plan in the form of seizing vouchers and kill 100 yuan in 49 yuan seconds.Increase restaurant sales accordingly.Plan宣传周期客群画像分析客群画像分析Analysis of the Portrait of the VisitorsPlan宣传周期人群人群年年龄喜好喜好消消费偏好偏好全龄全龄热爱美食餐饮消费占比高426、月4日4月18日4月20日4月25日4月11日推广节奏媒体规划效果楼宇媒体新媒体直播媒体大众媒体前期宣传预热项目板块附近热门社区楼宇媒体传播后期新媒体持续造势yi网现场直播抖音大赛微信宣传声音释放引发大众关注硬石&滴滴出行礼全城送线下规划前期媒体邀约周年庆盛典中期引爆后期持续曝光增加餐厅蓄客持续增加品牌曝光度微信宣传微信宣传微信宣传微博宣传抖音大赛微博宣传美食app大众点评持续优惠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Recommend Weixin Public Number27、 Gourmet Plate Big Size:Tianjin Indigenous and Tianjin Gourmet Strategy.Fans target local people in Tianjin,and big recommendation has more charismatic appeal.In addition to routine project promotion,it will also stimulate consumers to enter stores and consume in the form of overlord meals.媒体引入：微信公众28、号媒体引入：微信公众号Media Introduction:Wechat Public Number公众号大号推荐公众号大号推荐:Public size recommendation:天津土著天津土著天津美食攻略天津美食攻略Plan宣传周期公众号公众号粉粉丝数数日活日活跃互互动数数天津土著 180万9999200美食攻略200万100003004月月4、11、18、25日日 针对线上客群上客群0404、11、18、25 For Online Passenger Groups硬石店硬石店庆福利狂福利狂欢百百张优惠餐券全城送惠餐券全城送Hard Stone Store CarnivalHundre29、d Kings 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：总结活动盛况The Wechat Public Call of the project carries out soft text push and invites the Wechat Public to recommend restaurant information,and calls on fans t30、o interact with each other by message.Content description:Introduction to the Anniversary of April 4Soft Text Recommendation for Hard Rock Tremble Competition on April 11Statement of preferential policies on 17 AprilSummary of 25 April案例案例说明明Plan宣传周期4月月1825日日 针对线上客群上客群041518 For Online Passenger Gro31、ups微信信息流广告微信信息流广告全面曝光全面曝光Wechat Information Stream AdvertisingFull exposure利用微信朋友圈信息流资源，进行餐厅广告的持续投放，大众点击“了解更多”，让线上大众了解项目，抢消费券，导流到项目。Use the Wechat Friendship Circle information flow resources to continuously launch restaurant advertisements,so that the online public can understand the project,grab v32、ouchers,and divert them to the project.Plan宣传周期客群画像分析客群画像分析Analysis of the Portrait of the VisitorsPlan宣传周期人群人群年年龄喜好喜好消消费偏好偏好白领、中坚人群2545热爱美食餐饮消费占比高4月4日4月18日4月20日4月25日4月11日推广节奏媒体规划效果楼宇媒体新媒体直播媒体大众媒体前期宣传预热项目板块附近热门社区楼宇媒体传播后期新媒体持续造势yi网现场直播抖音大赛微信宣传声音释放引发大众关注硬石&滴滴出行礼全城送线下规划前期媒体邀约周年庆盛典中期引爆后期持续曝光增加餐厅蓄客持续增加品牌33、曝光度微信宣传微信宣传微信宣传微博宣传抖音大赛微博宣传美食app大众点评持续优惠推荐微博美食板块大V：天津美食探店、天津美食旅游攻略。粉丝达到300万，具有天津本地精准粉丝，大V号日阅读量达到10万以线上转发项目活动的形式，实现粉丝导流，达到大面积线上推广Recommend Big V:Tianjin Food Exploration Shop,Tianjin Food Tourism Strategy.There are 3 million fans,with precise local fans in Tianjin.Daily reading volume of Big V reache34、s 100,000+In the form of online forwarding project activities,fans can be diverted to achieve large-scale online promotion.媒体引入：新浪微博媒体引入：新浪微博Media Introduction:Sina Weibo新浪微博大新浪微博大V推荐推荐:Sina Weibo Big V Recommendation:Plan宣传周期公众号公众号粉粉丝数数日活日活跃互互动数数天津美食探店237万10万500天津美食攻略300万10万6004月月11、25日日 针对线上客群上客群035、411、25 For Online Passenger Groups微博再微博再现美食界美食界视频大大赛赢取硬石超取硬石超值消消费券券Weibo Reproduces the Prediction of Gourmet KoiWinning Hardstone Lifelong Membership Card硬石餐厅新浪微博号，进行本次一周年庆典的信息介绍，并线上邀请微博大号进行联动转发。效仿王思聪微博抽奖形式，邀请大众到项目拍摄视频发布并硬石餐厅，即可参与活动，活动后期将根据参与情况，送出优惠消费券。Hard Stone restaurant Sina Weibo,the first ann36、iversary celebration of the information introduction,and online invitation Weibo large for linkage forwarding.Following Wang Sicongs microblog lottery,the public will be invited to shoot videos and publish Hard Rock Restaurant for participation.In the latter part of the event,coupons will be sent ou37、t according to the participation.案例案例说明明Plan宣传周期客群画像分析客群画像分析Analysis of the Portrait of the VisitorsPlan宣传周期人群人群年年龄喜好喜好消消费偏好偏好学生、年轻化人群1830追求社会热点活动健康占比高4月4日4月18日4月20日4月25日4月11日推广节奏媒体规划效果楼宇媒体新媒体直播媒体大众媒体前期宣传预热项目板块附近热门社区楼宇媒体传播后期新媒体持续造势yi网现场直播抖音大赛微信宣传声音释放引发大众关注硬石&滴滴出行礼全城送线下规划前期媒体邀约周年庆盛典中期引爆后期持续曝光增加餐厅蓄客持续38、增加品牌曝光度微信宣传微信宣传微信宣传微博宣传抖音大赛微博宣传美食app大众点评持续优惠抖音国内日活超1.5亿用户年龄集中在24到35岁与项目客群趋于一致利用抖音媒体吸引项目目标客群以视频探店的形式，吸引粉丝导流店内Tremolo China Daily Living Over 150 million Users Aged 24 to 35Convergence with project customersAttracting the target audience of the project by using tremolo mediaIn the form of video shop,a39、ttract fans to guide the store媒体引入：抖音短媒体引入：抖音短视频Media introduction:tremolo short video抖音大号推荐抖音大号推荐:Tremble trumpet recommendation:Plan宣传周期4月月1318/2023日日 针对线上年上年轻客群客群041318/2023 For young online customers抖音网抖音网红秘密探店秘密探店与硬石餐与硬石餐厅一起抖一起抖动全城全城Tremolo Nethong Secret Store ExplorationShaking the city with 40、Hard Rock Restaurant邀请知名天津本地抖音网红，进行探店视频拍摄，并进行线上发布，号召粉丝共同探店。福利：消费者在活动期间，到店进行现场抖音拍摄，并定位硬石官方痘印好进行上传，即可享受49元购买100元消费券。Invite well-known Tianjin local tremolo Nethong to take video shoots of shop explorations and publish online,calling on fans to join in shop explorations.Welfare:During the event,consume41、rs can enjoy 49 yuan to buy 100 yuan vouchers if they go to the store for on-site tremolo shooting and upload official hard stone pox printing.Plan宣传周期客群画像分析客群画像分析Analysis of the Portrait of the VisitorsPlan宣传周期人群人群年年龄喜好喜好消消费偏好偏好学生、年轻化人群1835易于接受新鲜事物时尚用品占比高其他媒体推荐其他媒体推荐Other Media RecommendationsPlan宣42、传周期4月4日4月18日4月20日4月25日4月11日推广节奏媒体规划效果楼宇媒体新媒体直播媒体大众媒体前期宣传预热项目板块附近热门社区楼宇媒体传播后期新媒体持续造势yi网现场直播抖音大赛微信宣传声音释放引发大众关注硬石&滴滴出行礼全城送线下规划前期媒体邀约周年庆盛典中期引爆后期持续曝光增加餐厅蓄客持续增加品牌曝光度微信宣传微信宣传微信宣传微博宣传抖音大赛微博宣传美食app大众点评持续优惠4月月20日日 针对线上客群上客群042023 For Online Passenger GroupsYI直播直播领衔记录硬石餐硬石餐厅周年周年庆典盛况典盛况Phoenix Network Leads Liv43、e BroadcastRecord Hard Rock Restaurant Events活动当天将邀请一直播网红进行现场直播，并可在硬石餐厅微博、微信公众号内转发直播连接，大众可点击连接敢看直播，让未到场大众共鉴庆典盛况。活动结束后，直播视频将保留至微信公众号内，供应大众观看，多层面宣传项目。On the day of the event,webcasters will be invited to broadcast live,and live links can be forwarded in Hard Rock Restaurants Weibo and Weixin Public Nu44、mber.The public can click on the links and dare to watch the live broadcasting,so that the non-attending public can enjoy the celebration.After the event,the live video will be retained in the Wechat Public Number for public viewing and multi-level propaganda projects.Plan宣传周期客群画像分析客群画像分析Analysis of45、 the Portrait of the VisitorsPlan宣传周期人群人群年年龄喜好喜好消消费偏好偏好学生、白领2030追求潮流时尚用品占比高4月4日4月18日4月20日4月25日4月11日推广节奏媒体规划效果楼宇媒体新媒体直播媒体大众媒体前期宣传预热项目板块附近热门社区楼宇媒体传播后期新媒体持续造势yi网现场直播抖音大赛微信宣传声音释放引发大众关注硬石&滴滴出行礼全城送线下规划前期媒体邀约周年庆盛典中期引爆后期持续曝光增加餐厅蓄客持续增加品牌曝光度微信宣传微信宣传微信宣传微博宣传抖音大赛微博宣传美食app大众点评持续优惠线上硬石餐厅将与滴滴出行app进行异业合作，以出行礼券的形式进行46、回馈全城，吸引更多的客户到达餐厅，依此以来，增加鲁能城客流量，达到双赢。On-line Hard Stone Restaurant will cooperate with Drop Travel App in different industries,feedback the whole city in the form of travel coupons,and attract more customers to the restaurant.Since then,increase the passenger flow of Luneng City to achieve a win-win 47、situation.媒体引入：滴滴媒体引入：滴滴专车Media Introduction:Drop-by-Drop Special Vehicle炒炒热鲁能城板能城板块Plan宣传周期4月月8-20日日 针对出行客群出行客群041020 For traveling passengers硬石餐硬石餐厅&滴滴跨界合作滴滴跨界合作疯狂送你免狂送你免费鲁能城出行礼能城出行礼Hard Rock Restaurant-Drip Cross-border CooperationCrazy Free Luneng City Travel Gift项目与滴滴出行进行异业合作关注“天津硬石餐厅”官方微信后台回复：48、我要出行礼姓名电话会随机获得硬石&滴滴联名免费出行礼券每人限领一张，后台随机发放4月8日20日使用滴滴app打车到鲁能城呼叫快车立享8折优惠Inter-industry cooperation between projects and drip tripsAttention to Tianjin Hard Stone Restaurant Official WechatBackstage reply:I want to go out salute+name+telephoneFree Travel Tickets with Hard Stone-Drop Joint NamesLimit on49、e for each person and distribute it at random in the background.Drip app for taxi from April 10 to 20Luneng City Call Express enjoys 8%discountPlan宣传周期客群画像分析客群画像分析Analysis of the Portrait of the VisitorsPlan宣传周期人群人群年年龄喜好喜好消消费偏好偏好社会中坚人群2035追求时事热点文化娱乐占比高4月4日4月18日4月20日4月25日4月11日推广节奏媒体规划效果楼宇媒体新媒体直播媒体大众媒50、体前期宣传预热项目板块附近热门社区楼宇媒体传播后期新媒体持续造势yi网现场直播抖音大赛微信宣传声音释放引发大众关注硬石&滴滴出行礼全城送线下规划前期媒体邀约周年庆盛典中期引爆后期持续曝光增加餐厅蓄客持续增加品牌曝光度微信宣传微信宣传微信宣传微博宣传抖音大赛微博宣传美食app大众点评持续优惠以网络主流新媒体进行聚力联合，数据挖掘的推荐个性化的信息,提供连接人与信息的专属板块匹配。以高传播速度特性，进行项目的持续曝光。On-line Hard Stone Restaurant will cooperate with Drop Travel App in different industries,f51、eedback the whole city in the form of travel coupons,and attract more customers to the restaurant.Since then,increase the passenger flow of Luneng City to achieve a win-win situation.媒体引入：大众网媒体引入：大众网络媒体媒体Media Introduction:Drop-by-Drop Special VehiclePlan宣传周期4月月20-25日日 针对线上客群上客群For Online Passenger 52、Groups主流社交主流社交app聚力聚力信息流持信息流持续曝光曝光Five Major News Mainstreams App ConcentrationContinuous exposure of information flow嫁接现阶段热门新闻资源，编辑硬石餐厅开业盛典信息，内容中加入鲁能城介绍与说明，双重品牌曝光。邀请各媒体进行持续发稿，加长活动热度期。Grafting the popular news resources at the present stage,editing the information of the opening ceremony of Hard Roc53、k Restaurant,and adding Luneng City to the content.Invite the media to continue publishing and prolong the campaign period.Plan宣传周期客群画像分析客群画像分析Analysis of the Portrait of the VisitorsPlan宣传周期人群人群年年龄喜好喜好消消费偏好偏好男性用户偏多2545注重个人文化培养生活娱乐占比高03Part Three活动规划To carry out on-site control of activities with pr54、ofessional execution ability,and to plan and arrange according to the actual situation on-site.4月4日4月18日4月20日4月25日4月11日推广节奏媒体规划效果楼宇媒体新媒体直播媒体大众媒体前期宣传预热项目板块附近热门社区楼宇媒体传播后期新媒体持续造势yi网现场直播抖音大赛微信宣传声音释放引发大众关注硬石&滴滴出行礼全城送线下规划前期媒体邀约周年庆盛典中期引爆后期持续曝光增加餐厅蓄客持续增加品牌曝光度微信宣传微信宣传微信宣传微博宣传抖音大赛微博宣传美食app大众点评持续优惠4月月6-17日日 媒体55、邀媒体邀约Media Invitation前期信息整理前期信息整理媒体媒体专属邀属邀约Preliminary Information ArrangementMedia exclusive invitation时间定于周末6、7号进行信息整理，4月816日全天进行媒体沟通，确定媒体嘉宾工作地址，进行邀请函的派发：周六周日属于媒体客户的家庭享受时间，为了增加媒体对于项目形成良好的印象，不建议在周六日拨打电话。It is scheduled to organize information on weekend 6 and 7.Media communication will be conducted56、 throughout the day from April 8 to 16.The working address of media guests will be determined and invitation letters will be distributed.Saturdays and Sundays belong to the family enjoyment time of media customers.In order to increase the medias good impression of the project,it is not recommended t57、o call on Saturdays and Sundays.Plan宣传周期邀邀请函推荐函推荐Invitation letter recommendation聆听一把吉他的聆听一把吉他的摇滚之旅之旅感受一感受一场黑金食代的碰撞黑金食代的碰撞 Listen to a Rock and Roll Journey of a GuitarFeel the collision of a golden and black diet generation（1.邀请函将以黑金奢华配色进行设置；2.邀请函内文设置不同二维码，客户可扫码聆听硬石摇滚的声音；3.并以硬石专属龙头徽章进行赠送，作为后期入场凭证）158、.Invitation letters will be set in black and gold luxury colors;2.Different two-dimensional codes are set in the invitation letter.Customers can scan the codes and listen to the sound of hard rock.3.Give away the hard stone badge as the admission voucher for the later period.Plan宣传周期14:30-16:3016:3059、-16:35摇滚乐队表演Rock Band Performance16:35-16:40主持人开场Opening of the moderator16:40-16:50领导致辞Leader speech16:50-17:00吉他启动仪式Guitar Launching Ceremony17:10-14:30-15:30哈雷巡游Harley Cruise15:30-16:00媒体签到Media attendance17:10-进入硬石餐厅Powerjam音乐专场Enter Hard Rock Restaurant来宾入场开业仪式盛典餐厅火爆营业16:30-17:1016:00-16:30餐厅参观60、Restaurant visit17:00-17:10合影留念Pose for a group photoAdmission of guestsOpening CeremonyThe restaurant is in full swing活活动整体排期整体排期Overall schedule of activities17:10-来宾领取活动伴手礼活动结束Guests Receive Activity AccompanimentEnd of activity百年经典美式哈雷全城出击只为硬石献礼津城Centennial Classic American HarleyCentennial Clas61、sic American HarleyThe whole city attacked only for hard stones.The whole city attacked only for hard stones.全球限量级硬石号哈雷车队全城巡游邀请专业级哈雷车队手持硬石餐厅品牌logo旗帜，在热门商圈进行巡游依次使品牌在区域内曝光及宣传Global Limited Hard Rock Harley Caravan City TourProfessional Harley team is invited to tour the hot business circle with logo b62、anner of Hard Rock Restaurant BrandMake the brand expose and publicize in the region in turnActivity Planning活 动 规 划03创新色彩签到Innovative color check-in为彰显硬石潮流文化，现场将设置硬石logo，媒体到场领取染料，进行泼洒签到。感受餐厅的融合文化。(染料以黑、金色为主）In order to highlight the trend of hard rock culture,hard rock logo will be set up at the sc63、ene,and the media will pick up the dyes on the spot and sign in by splashing.Feel the fusion culture of the restaurant.Activity Planning活 动 规 划03经典吉他启动仪式Classic Guitar Launching Ceremony传承硬石开业传统，以砸吉他进行启动，邀请领导上台进行硬石态度的演绎。Inheritance of the tradition of hard rock start-up,to smash the guitar to start,64、invite leaders to come to the stage for the interpretation of hard rock attitude.Activity Planning活 动 规 划03定制安全帽Customized safety helmet由于是经典砸吉他启动仪式，现场为领导准备了定制的安全帽，通过细小末尾的样式转变展现项目的用心。Because of the classic guitar smashing initiation ceremony,the site prepared customized safety helmet for the leaders65、,through the small end of the style change to show the intentions of the project.双双语言主持人推荐言主持人推荐中文名中文名：安安安安泽泽专专业业：播音与主持：播音与主持专业专业毕业毕业于于东东北北师师范大学中文系范大学中文系专业专业。这这位位热爱热爱学学习汉语习汉语的的硕硕士研究生不光是学士研究生不光是学业业有成而且在有成而且在这这里里还还有一个有一个对对她而言是她而言是一生中最重要的收一生中最重要的收获获爱爱情。安情。安泽毕业泽毕业以后就找到了自己以后就找到了自己认为认为学学汉语汉语最有挑最有挑战战性和性和发挥66、发挥空空间间的的职业职业主持人。主持人。虽虽然然身在中国但是她从来没有忘身在中国但是她从来没有忘记过记过自己的家自己的家乡乡和在拉脱和在拉脱维亚维亚的母校，不断地在与拉脱的母校，不断地在与拉脱维亚维亚的企的企业业合作并用自己的方式合作并用自己的方式让让拉脱拉脱维亚维亚民族文化在中国人民眼中不再陌生。民族文化在中国人民眼中不再陌生。Graduated from the Chinese Department of Northeast Normal University.Graduated from the Chinese Department of Northeast Normal Univers67、ity.This masters degree student who loves learning Chinese is not only This masters degree student who loves learning Chinese is not only successful in her studies,but also the most important harvest in her life successful in her studies,but also the most important harvest in her life-love.After gra68、duation,Anze found what he thought was the most-love.After graduation,Anze found what he thought was the most challenging and space occupation to learn Chinese,the host.Although challenging and space occupation to learn Chinese,the host.Although she is in China,she has never forgotten her hometown a69、nd her alma she is in China,she has never forgotten her hometown and her alma mater in Latvia.She constantly cooperates with Latvian enterprises and mater in Latvia.She constantly cooperates with Latvian enterprises and makes Latvian national culture no longer unfamiliar to the Chinese makes Latvian70、 national culture no longer unfamiliar to the Chinese people in her own way.people in her own way.Activity Planning活 动 规 划03领取伴手礼Receive a companion gift活动结束，媒体领取硬石特定徽章伴手礼，自然离场。At the end of the event,the media received a special hard stone badge accompanying ceremony and left the scene naturally.本次71、活动根据现场情况结 合 美 式 百 老 汇 表 演 形 式 进 行 活 动 的 规 划 推 荐This activity is based on the situation on the spot.Planning Recommendations for Activities in Combination with American Broadway Performance FormsActivity Planning活 动 规 划03百老汇爵士舞蹈Broadway Jazz Dance传承美式经典，百老汇舞蹈再现硬石舞台，以经典致敬经典，以情怀打动现场观众。To inherit the Am72、erican classics,Broadway dances reappear the hard stone stage,salute the classics with classics,and impress the audience with feelings.Activity Planning活 动 规 划03尊享摇滚百老汇Enjoy Rock Broadway百老汇节目中，加入硬石餐厅特邀乐队，现场进行摇滚曲风的演绎，点燃现场活动气氛。On Broadway,a special band from Hard Rock Restaurant was joined to perform73、 rock and roll music and ignite the atmosphere of the live activities.Activity Planning活 动 规 划03百老汇顶级舞者踢踏舞Broadway tap dancing活动推荐踢踏舞表演，踢踏舞着重趾尖与脚跟的打击节奏的复杂技巧，带给来宾一场视听盛宴。Tap dancing performance is recommended.Tap dancing focuses on the complex techniques of toe and heel beating rhythm,bringing guests 74、an audio-visual feast.Activity Planning活 动 规 划03百老汇巨人舞蹈Broadway Giant Dance以高跷舞蹈秀进行展示，夸张的造型，吸引人眼球的表演，让观众定格美好。Stilts dance show to show,exaggerated shape,eye-catching performance,so that the audience set a beautiful frame.Activity Planning活 动 规 划03花式调酒演绎Interpretation of Fancy Blending活动环节中推荐花式调酒表演，惊75、艳现场突出项目餐饮方面优势性，让观众全面了解餐厅In the activities,fancy wine mixing performances are recommended to highlight the advantages of the project in catering,so that the audience can fully understand the restaurant.04Part Four公关视觉Cooperate with the project to plan the overall layout of the site,while presenting t76、he exclusive visual effects for the activity design.舞台视觉展现舞台视觉展现舞台视觉展现舞台视觉推荐舞台视觉推荐舞台视觉推荐04Rock文化合影墙Rock Culture Picture WallPublic relations vision公 关 视 觉在活动外场根据餐厅风格，进行合影区的设置，以潮流动感元素进行设计，增加现场媒体活动性。In the event outfield,according to the restaurant style,the group photo area is set up,which is designe77、d with the dynamic elements of the trend,so as to increase the activity of the on-site media.04摇滚范礼仪Rock and Roll EtiquettePublic relations vision公 关 视 觉为更加凸显活动主题性，现场将邀请专业级模特，身穿摇滚范服装，进行迎宾。To highlight the theme of the event,professional models will be invited to wear rock and roll costumes to welcom78、e guests.04黑金时代的辉煌Brilliance of the Black and Golden AgePublic relations vision公 关 视 觉前期哈雷游行车队，庆典环节将以体验展览的形式进行展示，来宾到达区域内可进行体验合影，留下美好记忆。In the early stage of the Harley parade,the celebration will be displayed in the form of experience exhibition.Guests can take pictures of the experience in the area,leaving a good memory.感谢聆听Marketing Plan for 2024