1、丹麥豬肉 兒童健康肉食專家Danish pork, healthy food for kids為什么選擇兒童，Why kids?Imported formula milk powder進(jìn)口奶粉趨勢(shì)Another baby boom ahead即將迎來(lái)新一個(gè)生育高峰家長(zhǎng)的消費(fèi)熱點(diǎn)，Parents purse stringHigh Quality Education優(yōu)質(zhì)教育Healthy Food健康食品丹麥豬肉 兒童健康肉食專家 Danish pork, healthy food for kids Safety: from gate to table食品安全：從農(nóng)舍到餐桌整合營(yíng)銷方案Integr

2、ated campaign plan 社交媒體內(nèi)容營(yíng)銷Social Media content marketing線上線下互動(dòng)Online to offline interactive品牌與銷量齊漲Brand awareness and sale revenue時(shí)間安排Timeframe 內(nèi)容營(yíng)銷及活動(dòng)預(yù)熱Content marketing & Campaign warm-up線上活動(dòng)Online campaign線下活動(dòng)Offline events3月到5月March to May6月到9月June to SeptemberO2O，分步驟，廣傳播，長(zhǎng)期影響力Online to Offline

3、, step by step, mass communication, long tail1，內(nèi)容營(yíng)銷及預(yù)熱 （每周微信-兒童健康飲食親子社團(tuán)）Step one: Content marketing and campaign warm-up (Weekly wechat)丹麥豬的福利Animal Welfare of a Danish pig丹麥?zhǔn)称钒踩w系介紹Introduction of the food safety system in Denmark丹麥傳統(tǒng)兒童美食Introduction of the traditional Danish kids food or dishes丹麥國(guó)

4、家足球隊(duì)食譜Diet of the Danish national football team丹麥豬肉知識(shí)有獎(jiǎng)問答Quiz of the Danish pig丹麥人生活方式Lifestyle in Denmark丹麥農(nóng)場(chǎng)主的生活方式Lifestyle of a Danish pig farmerO2O，分步驟，廣傳播，長(zhǎng)期影響力Online to Offline, step by step, mass communication, long tail2，線上營(yíng)銷活動(dòng)-吃貨評(píng)比 Step two: Online campaign-glutton election以微信曬美食，“丹麥級(jí)”吃貨評(píng)比活

5、動(dòng)為品牌以及后期的線下活動(dòng)進(jìn)行宣傳造勢(shì)，并打下社區(qū)基礎(chǔ)。（Tican對(duì)吃貨的標(biāo)準(zhǔn)多了一條：健康飲食）Individuals will use wechat to show their cuisine skills and run for the TOP Glutton of their respective “electoral” We can coin a new phrase “Danish level” Glutton* Glutton in Chinese contemporary urban language is a positive word 誰(shuí)是本小區(qū)吃貨團(tuán)長(zhǎng)？投票來(lái)決定Vot

6、e for the Glutton of your community吃貨團(tuán)長(zhǎng)通過(guò)網(wǎng)絡(luò)票選 The Gluttons are voted on wechat platform吃貨團(tuán)長(zhǎng)不僅能夠做出健康的美食（以兒童食品為參賽作品），還能有自己的理論，能夠引導(dǎo)社區(qū)健康飲食觀念 The Gluttons should not only be fond of foods and capable of cuisine innovation but also should be a good communicator and have the potential to be an opinion lead

7、er in this respect.Tican杯 關(guān)愛兒童飲食健康微信曬美食吃貨團(tuán)長(zhǎng)評(píng)選活動(dòng)流程介紹Introduction of the online voting campaignTican杯 關(guān)愛兒童飲食健康微信曬美食吃貨團(tuán)長(zhǎng)評(píng)選活動(dòng)流程介紹 Introduction合作商Logo口號(hào)：Slogan做個(gè)負(fù)責(zé)任的吃貨做個(gè)純粹的吃貨做個(gè)“丹麥級(jí)”的吃貨Tican杯 關(guān)愛兒童飲食健康微信曬美食吃貨團(tuán)長(zhǎng)評(píng)選活動(dòng)流程介紹邀請(qǐng)專業(yè)評(píng)委團(tuán) Invite professionals 邀請(qǐng)相關(guān)媒體人，一方面為活動(dòng)背書，另一方面借助他們的影響力對(duì)活動(dòng)進(jìn)行推廣宣傳Invite media people to

8、 firstly endorse this event and secondly spread the words以及高校、政府相關(guān)部門的食品安全專業(yè)人士，例如擲出窗外創(chuàng)始人吳恒Invite other key stakeholders and opinion leaders from universities, government and NGOsO2O，分步驟，廣傳播，長(zhǎng)期影響力Online to Offline, step by step, mass communication, longtail以吃貨團(tuán)長(zhǎng)為首在社區(qū)內(nèi)成立居民自發(fā)的兒童健康美食組織，長(zhǎng)期關(guān)心兒童健康飲食，編撰電子版親子

9、健康飲食雜志，并通過(guò)自媒體進(jìn)行宣傳（基于微信的電子出版物），Tican或丹麥農(nóng)協(xié)將成為這些組織的名義贊助人。Encourage The Glutton to set up the community-based parents organizations to focus the issues of kids healthy food, and to promote the ideas via social media特點(diǎn)：基于微信O2O傳播Feature：Wechat communication美食微信評(píng)比活動(dòng)輕：只要有關(guān)注微信公眾號(hào)即可參加，不需安裝APPConvenient : No n

10、eed to install APP, just follow on wechat快：將美食拍照上傳即可參加比賽Quick: Take photo by phone and participate趣：發(fā)動(dòng)親朋好友，微信圈一起拉票Fun: Run a campaign and mobilize friends and relatives獎(jiǎng)品-由Tican負(fù)責(zé)/ Prize provided by Tican 大獎(jiǎng)對(duì)于提升活動(dòng)的參與積極性是有幫助的 比方說(shuō)一個(gè)社區(qū)只要滿200個(gè)人參賽，就能夠正式成為一個(gè)賽區(qū)，每一個(gè)賽區(qū)，每200個(gè)參賽者可以以國(guó)內(nèi)的豬肉價(jià)格買到進(jìn)口的丹麥豬一整頭。（這個(gè)需要Tica

11、n核算一下成本，看如何設(shè)置有吸引力的獎(jiǎng)品，又不至于成本太高）比方說(shuō)全國(guó)前十的吃貨團(tuán)長(zhǎng)們將被邀請(qǐng)參加上海的SIAL展會(huì)，甚至全國(guó)冠軍將可以贏得全家的北歐旅游（全國(guó)超過(guò)200個(gè)賽區(qū)就開始評(píng)中國(guó)區(qū)吃貨冠軍。）Online campaign expectation1，活動(dòng)頁(yè)面累計(jì)達(dá)到20萬(wàn)個(gè)PV以上 / Total PV more than 200,0002，參與上傳作品人數(shù)500人以上 / More than 500 candidates for Gluttons3，參與投票人數(shù)5000人以上 / More than 5000 participants4，帶動(dòng)Tican產(chǎn)品在蘇食渠道的銷售 / A

12、driver for the sales revenue (traceable)線下活動(dòng)Offline events2，線下活動(dòng)Offline events6月中旬，Tican進(jìn)社區(qū)活動(dòng)，唐鎮(zhèn)率先搞，總結(jié)經(jīng)驗(yàn)、模式，并制作成活動(dòng)手冊(cè)，然后交給其他各社區(qū)的吃貨團(tuán)長(zhǎng)們，由各社區(qū)吃貨團(tuán)長(zhǎng)組織各自社區(qū)活動(dòng)。June, the demo event will be held in Tangtown Pudong, ShanghaiAfter that, we will create “Event-in-a-box” to copy the events to other communities orga

13、nized by The Gluttons and supported by TicanO2O，分步驟，廣傳播，長(zhǎng)期影響力Online to Offline, step by step, mass communication, long tail為什么選唐鎮(zhèn)？Why Tangtown?Its the center of Pudong DistrictPeople in the community have very good education backgroundAbout 40% have master degreeAbout 25% have overseasstudy experien

14、cePeople in the community have decent jobsAbout 60% are working for world famous companiesAbout 10% have their own companiesFamily income are quite goodPeople have strong demands of safe foodTangtown event planning- JuneVenuePast events事項(xiàng) / Item描述 / Description預(yù)算（元）/ Budget活動(dòng)場(chǎng)地費(fèi)用鄰里+別墅半天包場(chǎng)3000人員邀請(qǐng)，地推

15、，網(wǎng)推現(xiàn)場(chǎng)到達(dá)100人次3000社區(qū)戶外宣傳海報(bào)，橫幅，易拉寶3000人員配備攝影攝像、協(xié)調(diào)、現(xiàn)場(chǎng)服務(wù)等3000媒體宣傳電視1家，平媒 5家、網(wǎng)媒 20家、自媒 5家18000隨手禮10元以內(nèi)小禮品1000Tangtown event planning- JuneOther events planning- June to SeptemberEvents channelThe Gluttons in the resident communitiesMBA alumni events (CEIBS, Tsinghua, etc)Accountants association events (AC

16、CA, CIMA, CFA etc)Top tier universities alumni events ( Fudan, Peking U, etc)We will provide a “Event-in-a-box” toolkits to facilitate the event organizers, which will be designed after the Tangtown flagship event Campaign Investment Estimation事項(xiàng) / Item考核指標(biāo)/Measurement預(yù)算（元）/ BudgetOngoing content ma

17、rketing 內(nèi)容營(yíng)銷Followers on wechat, page view15000 for the start10000/month for maintenance after the campaignOnline Campaign VI design線上活動(dòng)平面設(shè)計(jì)Rated by Tican15000Online Campaign Programming 微信投票系統(tǒng)編程The functionality and innovation40000Media Partner 媒體伙伴The rating of the media30000-60000 depends on clie

18、nts choicesCampaign Investment Estimation (continued)事項(xiàng) / Item考核指標(biāo)/Measurement預(yù)算（元）/ BudgetFlagship event in Tangtown 唐鎮(zhèn)社區(qū)活動(dòng)Media exposure, Event-in-a-box toolkits31000Online Campaign promotion 線上活動(dòng)推廣Readership30000Other offline events 其他線下活動(dòng)The influence of each events5000/resident community10000/h

19、igh end clubPrizes and gifts 獎(jiǎng)品及禮品The number of opt-in registersProvided by Tican項(xiàng)目的社會(huì)效益分析及傳播效益分析Analysis of the mass communication effect and the social effect為孩子和家長(zhǎng)提供一次高質(zhì)量的線上線下活動(dòng)Provide a innovative O2O events for parents and kids品牌的親和力，以及品牌傳播（主合作商的LOGO或字號(hào)出現(xiàn)在頁(yè)面最顯著的位置）Brand Awareness互聯(lián)網(wǎng)長(zhǎng)尾效應(yīng)（好的親子活動(dòng)特

20、別能發(fā)揮長(zhǎng)尾）Long tail履行企業(yè)社會(huì)責(zé)任，合作商可以由鄰里+ 提名參加一些年度CSR的評(píng)選Corporate Social Responsibility 項(xiàng)目的社會(huì)效益分析及傳播效益分析Analysis of the mass communication effect and the social effect (continued)1，品牌曝光 ，預(yù)計(jì)本項(xiàng)目將獲得每年約50萬(wàn)次PV（平均一個(gè)參賽者可以帶來(lái)500個(gè)PV，500個(gè)參賽者可以帶來(lái)至少25萬(wàn)PV。之后按照全年社團(tuán)線上線下 宣傳活動(dòng)，20萬(wàn)PV。實(shí)際數(shù)據(jù)可獲得) Brand Awareness, we expect more

21、than 500,000 PV2，為在中國(guó)銷售的產(chǎn)品和服務(wù)進(jìn)行的宣傳造勢(shì)，建立社區(qū)友好度和親和力，以及所帶了的影響力。（平均一個(gè)參與者可以影響周圍20個(gè)人，500個(gè)參與者可以影響到一萬(wàn)人。) 此外，活動(dòng)很容易復(fù)制到所有社區(qū)，有利于品牌的迅速傳播。Easy to copy the events through the “Gluttons”Proud to be kids patron.Thank you for your support!我驕傲，我是兒童活動(dòng)贊助人！感謝您的支持！誰(shuí)是鄰里+ Who is Neighbors+齊心協(xié)力，為孩子們營(yíng)造一個(gè)共同學(xué)習(xí)、共同成長(zhǎng)的空間 A Social Enterprise鄰里+是著名的專注社區(qū)發(fā)展，重建鄰里關(guān)系的社會(huì)企業(yè)，由一群70后、80后家長(zhǎng)組建并運(yùn)營(yíng)，主要關(guān)注兒童的社區(qū)教育，提升社區(qū)鄰里關(guān)系。鄰里+的社會(huì)企業(yè)承諾約法三章 Our social enterprise statement1，家長(zhǎng)委員會(huì)參與經(jīng)營(yíng)決策；Parents involved in governance2，依次是會(huì)員、員工和股東利益；Members, emplo