2020商业广场国潮非遗年货节主题活动策划沟通方案.pdf

1、觉绚烂美好的春节记忆GORGEOUS AND BEAUTIFUL MEMORY OF SPRING FESTIVAL触觉触手可及的民俗体验WITHIN EASY REACH OF THE FOLK CUSTOM EXPERIENCE味回味无穷的美食味道GORGEOUS AND BEAUTIFUL CHILDHOOD MEMORIES热闹非凡的守岁印象BOISTEROUS SHOU SUI BOISTEROUS SHOU SUI活动思考Think物质的丰裕：生活水平的提高，却缺少了过年独有的期盼技术的进步：民俗活动式微、传统过年的仪式不断简化，缺少了参与体验的感同身受浓郁的年味，不仅仅是一顿“年

2、夜饭”，更是一场“年夜范”从购买发声，才能不失过年应有的温馨和热闹，才能为春节不断找到新的打开方式活动目的 传承节日传统，弘扬民族文化 丰富精神文化生活，营造喜庆祥和的节日氛围 结合活动热点造势宣传，提升好感度 回馈客户，吸引客户参与民俗展示及互动+年货节展示及互动环节聚集人气，带动来宾参与活动，提升体验新年干货及装饰最能唤起新年乐趣，提升年味关键词：互动性、年味、参与体验1#依托温州三江立体城购物中心商业资源和执行公司商业合作资源 通过商业招展，引入大型快消和异业商家合作，打造国潮商业特色展2#依托温州非物质文化遗产资源，打造特色年货节，丰富现场年味 通过合作招展，引入非物质文化遗产继承人入

3、住，打造国潮非遗展粮油米面、肉蛋制品、海鲜干货、腌制品、土特产、水果等食品、副食品依托温州三江立体城购物中心现有商业资源及执行公司的招商商家为基础进行联合招展，同事对符合年货节要求的立体城购物中心自身商户提供入住年货节的机会联动招展 立体城购物中心超市配套 干货、粮油、水果、土特产齐全 品年食类招展 面向市场，对符合年货节要求的商家，招商入住花卉、摆件、年画、对联、灯笼等工艺品、小商品老人、儿童新年衣服、其他服装服饰烟、酒、茶、保健品、礼品FOOD STAMPS ISSUED粮票发放活动粮票发放1.线上、线下邀请函以“粮票”的形式发放给到场客户2.持有“粮票”的客户到场，出示该凭证，即可享受年

4、货节活动抵扣优惠SPRING FESTIVAL(BLOCKS)LAYOUT PLAN年货节布置示意SPRING FESTIVAL IS DECORATED年货节布置示意SPRING FESTIVAL IS DECORATED年货节布置示意SPRING FESTIVAL IS DECORATED年货节布置示意SPRING FESTIVAL IS DECORATED年货节布置示意SPRING FESTIVAL IS DECORATED年货节布置示意SPRING FESTIVAL IS DECORATED年货节布置示意SPRING FESTIVAL IS DECORATEDSPRING FESTIV

5、AL(ATMOSPHERE)LAYOUT PLANONLINE RED RAIN THROUGHOUT THE YEAR活动背景/PROJECT BACKGROUND别样一周年庆主推活动回馈客户增加周年庆的趣味性，且符合项目调性具体规划/THE SPECIFIC PLANNING通过小游戏的形式让用户获得无门槛商品券免费赠送活动目标/THE MOVING TARGET增加客户粘性，促使客户分享转发增加会员数量，达到营销推广目的设计基调/DESIGN THE TONE基于国潮风进行适当发挥符合项目调性，增强活动氛围DESCRIPTION OF PROJECT项目概述红包雨已参与未参与今日第N+1

6、次参与明天再来今日第1次参与倒计时红包雨抽奖结果倒计时红包雨今日第N+1次参与明天再来今日第1次参与抽奖结果PARTICIPATE IN THE PROCESS参与流程PARTICIPATE IN THE PROCESS参与流程倒计时信息1.主题足够突出，清晰表达倒计时概念2.将倒计时放在视觉中心，让用户清楚明白画面内所表达的倒计时概念，提示用户准备开抢3.利用国潮MODEL图片来烘托高端、时尚的整体风格金色斜线的加入来衬托下雨的感觉ThreeTwoOnePARTICIPATE IN THE PROCESS参与流程红包雨降落1.倒计时结束，红包雨开始下落2.红包倾斜角度与斜线相同，模拟下雨的感

7、觉，红包下落数量位置均为随机3.红包点击后有打开效果，0.5秒后渐隐消失不影响点击其他红包点击前点击后PARTICIPATE IN THE PROCESS参与流程提示信息1.游戏结束根据是否登录来输出结果2.为登录会员跳回登录界面，在H5界面内进行会员登录PARTICIPATE IN THE PROCESS参与流程提示信息1.游戏结束根据是否登录来输出结果2.为登录会员跳回登录界面，在H5界面内进行会员登录THE LOGIN PROCESS TO SHOW登录过程登录过程1.游戏结束根据是否登录会员来输出结果2.输入手机号，获取验证码登录会员3.密码登录情况LOTTERY RESULTS SH

8、OW抽奖结果抽奖结果界面1.游戏结束并处于会员登录状态出现抽奖结果2.未点击会员登录的用户出现“抽奖失败”界面3.点击大于等于一根据点击数量发送全场无门槛代金券ONLINE RED RAIN THROUGHOUT THE YEAR推广CHAPTER 1活动推广计划品牌有名，传播先行；一场具有影响力的活动，需要饱满而有力的推广：结合多媒体渠道打开品牌热度，从而做到浸润式品牌推广新媒体传播行业内邀约线下炒作媒体传播推广CHAPTER 2新媒体传播计划再大的品牌，也有自己的声音1.抖音传播：新媒体时代，也是短视频社交的时代网络覆盖了生活的方方面面，全新的广告传播方式，创建“铠达国际城”抖音蓝V账号记

9、录开业盛典（活动前一周发布开业宣传视频、活动执行期间发布现场快剪视频）2.朋友圈转发：文案+开业画面（配合倒计时3、2、1、0），工作人员全部转发推广CHAPTER 3行业内邀约邀请温州行业内的知名项目高层，参与本次的开业盛典以专业的眼光，探讨定制家居生活方式推广CHAPTER 4线下炒作计划纸媒/网媒/电媒铠达国际城邻里中心开业盛典活动当天，将邀请温州知名的纸媒、网媒、电媒对本次盛典进行报道ONLINE RED RAIN THROUGHOUT THE YEARv突发事件应急指挥部突发事件应急指挥部：Emergency response headquarters:总体协调、安排、组织各项安全应

10、急工作，迅速处理突发事件的应急救援工作。具体工作内容如下：v安全保卫应急组安全保卫应急组：Security emergency team:负责提前到场，配合突发事件应急指挥部工作；负责晚会现场、舞台四周、演员休息室、嘉宾席的安全防控；负责提前清场，严禁无关人员演出前滞留演出现场；负责门禁、现场查验，防止有与晚会不相干的人员等外来人员进场；保证现场良好的演出秩序，严防寻衅滋事情况发生；如遇突发事件，积极配合其他工作小组开展工作。v医疗救护应急组医疗救护应急组：Medical emergency team:负责现场一般医疗药品、器材、器具的配备；现场安排指定人员、担架，进行医疗救护备用；如遇突发事

11、故，应及时救助，必要时送医务室治疗或拨打120。v消防安全应急组消防安全应急组：Fire safety emergency team:负责文艺晚会开始前的消防安全培训及预演练；负责晚会现场及周边场地消防器材的提前布置；演出舞台、演员更衣室的消防安全，及废弃物的及时合理处理；负责晚会现场秩序，严禁吸烟、玩火；紧急情况下演出现场电源的切断与现场消防应急处置。v紧急疏散应急组紧急疏散应急组：Emergency evacuation emergency team负责晚会现场疏散出口选定；负责紧急疏散标识的制定与放置；负责舞台、嘉宾席、高台等紧急疏散设施的安全检查；负责准备哨子、扩音喇叭、应急照明灯等紧

12、急提醒器材并查看其有效性；负责保持疏散通道畅通，防止人员拥堵情况的发生，及紧急情况下人员情绪的稳定、防止踩踏事件发生；紧急情况下可任意征调其他工作小组的人员。v舞台、幕后突发情况处理组舞台、幕后突发情况处理组：Stage and backstage emergency handling group:负责舞台、幕后等演员适当调度；处理舞台设施、幕后情况的突发事件。负责设备的流通、灯光调配的对讲。负责演员的点到和通知上台和跟主持人沟通传达。WEATHER EMERGENCY PLAN应急预案组织机构划分应急预案组织机构划分v在来宾区周围及主要通道处安排工作人员及保安，有序入场和退场，出现紧急情况，

13、立即组织人员疏散ARRANGED AROUND THE GUEST AREA AND THE MAIN CHANNEL OF THE STAFF AND THE SECURITY AND ORDERLY ENTRY AND EXIT,EMERGENCY,IMMEDIATELY ORGANIZED THE EVACUATION.v如场内发生混乱时由场内的工作人员及礼仪迅速引领领导到VIP休息室，确保在场领导的安全AS QUICKLY LEAD LEADING TO THE VIP LOUNGE AT THE VENUE CONFUSION BY THE FIELD STAFF AND ETIQU

14、ETTE,TO ENSURE THE PRESENCE OF LEADERS OF SECURITYv主持人利用现场广播对场内的人员进行引导和疏散MODERATOR USE THE LIVE BROADCAST OF THE FIELD PERSONNEL GUIDANCE AND EVACUATIONv出现紧急情况，造成人员伤病，则立即组织车辆和人员送往医院。IN AN EMERGENCY,CAUSING INJURIES,IMMEDIATELY ORGANIZED A VEHICLE AND TAKEN TO THE HOSPITAL STAFF.EVACUATION PLAN拥挤踩踏疏散

15、预案拥挤踩踏疏散预案v安排备用电源发电设备ARRANGE STANDBY POWER GENERATION EQUIPMENTv突发停电时，专人启用备用电源设备，保证现场供电及照明，保证活动的顺利完成。WHEN SUDDEN POWER FAILURE,THE PERSON TO ENABLE BACKUP POWER EQUIPMENT TO ENSURE THAT ON-SITE POWER SUPPLY AND LIGHTING,TO ENSURE THE SUCCESSFUL COMPLETION OF THE ACTIVITY.SUDDEN POWER HANDLING EMERGE

16、NCY PLAN突发停电处理应急预案突发停电处理应急预案TEMPORARY EVENTSRESCHEDULED TREATMENT PLAN临时活动改期处理预案临时活动改期处理预案v活动临时改期，则由活动主办方协调确定活动的最终日期。ACTIVITIES TEMPORARY RESCHEDULED,ORGANIZERS COORDINATED THE ACTIVITIES OF THE FINAL DATE DETERMINED BY THE ACTIVITY.v需通过专人或电话，及时通知特邀领导及贵宾，并说明改期原因和活动的最终日期。REQUIRED BY THE PERSON OR BY

17、TELEPHONE,NOTIFY THE INVITED LEADERS AND DIGNITARIES,AND EXPLAIN THE CAUSES AND ACTIVITIES EVENTUALLY RESCHEDULED DATE.v其他邀请嘉宾可通过手机短信的形式告知。OTHER INVITED GUESTS CAN TELL BY THE FORM OF SMS.v为了确实做好恶劣天气预防及应急预案工作措施，保障活动的顺利进行，结合活动中的实际情况，我司特制定天气应急预案如下：IN ORDER TO REALLY DO THE BAD WEATHER PREVENTION AND E

18、MERGENCY MEASURES,SMOOTH SAFEGUARDS ACTIVITIES,COMBINED WITH THE ACTIVITIES OF THE ACTUAL SITUATION,OUR WEATHER EMERGENCY PLAN FORMULATED AS FOLLOWS:v成立天气应急预案工作小组：WEATHER EMERGENCY PLAN SET UP WORKING GROUPS:v突发情况的处置：CONTINGENCIES DISPOSAL:v提前5天对天气预报进行跟踪，并以工作联系函的形式通报贵司。FIVE DAYS IN ADVANCE OF THE WE

19、ATHER FORECAST TRACK,AND IN THE FORM OF WORKING RELATIONSHIP BRIEFING LETTER TO YOUR COMPANY.如在预知活动当天有暴雨等恶劣天气的情况下，我司立即通报贵司，并协商是否更改活动举办时间，以保证活动效果。AS FORESEEN THE DAY UNDER HEAVY RAIN AND OTHER ADVERSE WEATHER CONDITIONS,THE DIVISION I IMMEDIATELY INFORMED OF YOUR COMPANY AND NEGOTIATE WHETHER TO CHAN

20、GE THE ACTIVITIES ORGANIZED BY TIME,IN ORDER TO ENSURE ACTIVITY RESULTS.v如不做时间修改，将提供雨棚搭建措施，雨棚高度不低于6米。NOT TO MODIFY AS TIME,WE WILL PROVIDE MEASURES TO BUILD CANOPY,CANOPY HEIGHT OF NOT LESS THAN SIX METERS.v如在活动当天遇大风、大雨等恶劣天气，将根据天气情况采取一定的应急措施，如提示客户、业主备雨伞、雨披等。AS THE DAY OF THE EVENT IN CASE OF STRONG

21、WINDS,HEAVY RAIN AND OTHER INCLEMENT WEATHER,IT WILL TAKE SOME EMERGENCY MEASURES BASED ON WEATHER CONDITIONS,SUCH AS PROMPT CUSTOMERS,OWNERS AN UMBRELLA,PONCHO AND SO ON.WEATHER EMERGENCY PLAN天气应急预案天气应急预案v相关要求：REQUIREMENTS:v副组长要及时把握天气情况，如有恶劣天气预知，应第一时间反馈活动项目经理。TO GRASP THE DEPUTY HEAD OF THE WEATHER

22、,IF INCLEMENT WEATHER TO PREDICT,SHOULD BE THE FIRST TIME FEEDBACK ACTIVITIES OF THE PROJECT MANAGER.v执行团队相关成员注意及时对活动现场积水道路、湿滑路面的防滑处理措施。TEAM MEMBERS PAY ATTENTION TO TIMELY EXECUTION OF WATER-RELATED ROAD SKID SLIPPERY ROAD ACTION ON THE EVENTv相关各区域环节负责人在湿滑区域放置友情提示牌。THE RELEVANT PERSON IN CHARGE OF

23、THE REGIONAL ASPECTS OF LICENSING IN PLACE TIPS SLIPPERY AREAS.WEATHER EMERGENCY PLAN天气应急预案天气应急预案v医疗预案：MEDICAL PLANS:v现场设置紧急医疗箱，准备常规药品，如防暑降温药、风油精、创可贴等SETTING THE SCENE EMERGENCY MEDICAL KIT,PREPARING CONVENTIONAL DRUGS,SUCH AS SUNSTROKE MEDICINE,ESSENTIAL BALM,BAND-AID,ETC.v设定一键拨号，活动前了解距离现场最近的120急救中

24、心，救护车响应时间SETTING ONE-TOUCH DIALING,FROM THE SITE BEFORE THE EVENT TO UNDERSTAND THE NEAREST 120 EMERGENCY CENTER,AMBULANCE RESPONSE TIMEv活动前相关培训：TRAINING BEFORE THE EVENT:v工作人员培训STAFF TRAININGv为了保证活动成功举办，本公司负责活动的相关培训。IN ORDER TO ENSURE THE SUCCESS OF EVENTS,THE COMPANY RESPONSIBLE FOR TRAINING ACTIV

25、ITIES.v有关工作人员的培训内容涉及：活动内容、活动流程、现场配合TRAINING RELEVANT STAFF RELATED TO:ACTIVITIES,ACTIVITY FLOW,LIVE WITHv其他人员培训OTHER TRAININGv其他人员的培训内容包括：礼仪小姐、服务生、保安、摄影摄像师等培训。vTRAINING OTHER PERSONNEL INCLUDE:HOSTESSES,WAITERS,SECURITY,CAMERAMAN TRAINING.OTHER其他其他v工程保障：地面采用可调节升降钢结构舞台，高度80cm。Engineering support:the

26、ground adopts adjustable lifting steel structure stage,height 80cm.v表面铺设8cm钢构专用舞台面板，交接点全部采用钢制卡扣安全稳固。The special stage panel for laying 8cm steel structure on the surface is all secured by steel buckle.v最外层铺设加厚防火地毯。The thickening fireproof carpet is laid on the outermost layer.v架体采用专业舞美雷亚架体，钢构材质，坚固安全

27、施工团队具有专业施工证，The frame is made of professional dancing Merea frame,steel structure material and strong safety construction team with professional construction certificate.v多年的舞美搭建经验，施工设有隔离栏，非搭建人员一律不得进入。Years of experience in the construction of the dance and the construction of isolation barriers wil

28、l not be allowed for non builders.v供电系统前期踩点调试，现场复返测试用电情况，及时调整确保万无一失。The power supply system will be debugged in the early stage,and the power consumption will be returned to the test site.v搭建物料所用材质都具有专业防火材质证明。The materials used for building materials have professional fire proof material proofs.SUDDEN POWER HANDLING EMERGENCY PLAN现场布置及舞台搭建标准现场布置及舞台搭建标准