2019 Public Relations Event Planning Cases, Public Relations Planning Classic Cases

●Project Background

"Quanjude" is a well-known time-honored enterprise in my country's catering industry at home and abroad. It has a development history of 135 years since its establishment in the third year of Tongzhi in the Qing Dynasty (1864 AD). After several generations of hard work, "Quanjude" has formed a series of fine food products and a unique food culture represented by roast duck. "Quanjude", a century-old restaurant, has become the main place for national leaders to entertain international friends, and has become a window for international and domestic friends to understand and understand Beijing. Since the reform and opening up, my country's catering market has developed rapidly. Faced with increasingly fierce market competition and challenges from the foreign catering industry, "Quanjude" established a large-scale catering enterprise group in May 1993 based on three Quanjude stores in Qianmen, Hepingmen and Wangfujing, including more than 50 associated enterprises. Putting an end to the long-term unfavorable situation of one store, one store and decentralized operations, Quanjude Group became the sole holder of the "Quanjude" trademark, thereby creating a new stage of group management and development of "Quanjude", a traditional Beijing famous brand.

As of the beginning of 1999, Quanjude Group has registered 11 trademarks in China, covering 124 kinds of goods or services in 25 categories; at the same time, it has registered the "Quanjude" trademark in 31 key countries and regions around the world. From 1996 to 1998, the "Quanjude" trademark was rated as "Beijing's Famous Trademark" by the Beijing Municipal Administration for Industry and Commerce for two consecutive years; in January 1999, the "Quanjude" brand was recognized as "China's Famous Trademark" by the State Administration for Industry and Commerce. It is my country's first Well-known service trademarks.

The 21st century is approaching, and the Quanjude time-honored brand is entering its second century of development. The success or failure of Quanjude's brand strategy is the key to determining whether the company can maintain strong vitality in the new century. Project Survey In the face of the 21st century, the development of the Quanjude brand, like China's catering industry, and even China's business and service industries, faces good opportunities and severe challenges.

●Opportunities

1. With the development of market economy and the improvement of people’s consumption level, the effect of famous brands has become increasingly obvious. Using and enjoying famous brands has gradually become a social fashion. The long-standing reputation of Quanjude will be further praised and favored by society and consumers;

2. The advancement of the reform of Quanjude's state-owned enterprises, the establishment of modern enterprise systems, and the improvement of corporate operating mechanisms have laid the foundation for the improvement of Quanjude's corporate image. A good system guarantee;

3. All employees of Quanjude have deep feelings for "Quanjude" and have a high sense of historical and social responsibility for promoting and developing the brand, which has become the ideological basis for Quanjude's corporate image and public relations. ;

4. In addition, the brand image of Quanjude occupies a high position in the minds of the public. In March 1998, the "Beijing Express" column team of Beijing TV Station and the Public Opinion Research Institute of Renmin University of China conducted a questionnaire survey on the topic "Which products best represent Beijing's brand image?" The questionnaire asked respondents to specifically write down the four products that best represent Beijing's economic image. As a result, there were forty or fifty Beijing products nominated. Among them, Quanjude Roast Duck topped the list and was unanimously considered to be the best representative of Beijing. Iconic product with economical image. Beijing Preserved Fruit, Beijing Jeep, Peony Color TV, Erguotou Liquor, Beijing Snacks, Yanjing Beer, Dabao Cosmetics, Wang Zhihe Fermented Bean Curd, Lenovo Computer, and Tongrentang Traditional Chinese Medicine ranked 2-11th.

●Challenges encountered

1. From the perspective of the buyer (consumer): With the improvement of people’s living standards and changes in lifestyles, the majority of consumers are interested in Quanjude Catering The taste of Quanjude Group has put forward higher requirements;

2. From the perspective of the seller (producer, operator): the operation of Quanjude Group’s franchise management system requires a unified corporate image;

3. Judging from the current domestic catering competitors: the domestic catering industry continues to develop. In Beijing alone, there are currently more than 400 roast duck restaurants named "Peking Duck", and there are even more hotels and restaurants that also specialize in Beijing roast duck. There are thousands, and the competition is more intense;

4. Analysis from the perspective of potential competitors and substitutes in the future: The process of global economic integration is accelerating. After my country joins the International Trade Organization, foreign catering will be more accessible. The direct entry of local residents will pose a threat to the survival and development of the domestic catering industry, including Quanjude. In order to seize opportunities, meet challenges, actively participate in market competition, and create a world-class brand in the catering industry with Chinese cultural heritage, strong strength, extraordinary quality, outstanding market performance, and global reputation, the group company decided to use the 135th anniversary of the establishment of the Quanjude store in 1999 as the Taking advantage of this opportunity, we launch a multi-level and series of corporate image public relations activities throughout the year. Public relations objectives of project planning: Carry forward the corporate spirit of "complete without missing anything, gather together without separation, benevolence first", carry forward the national brand of Quanjude (externally), establish a new image of Quanjude time-honored brand, build the market with store celebrations, and develop the market with culture, ( Internally) Strengthen the awareness of quality Quanjude roast duck delicacies, enrich the connotation of Quanjude corporate culture, and inspire all employees of Quanjude Group to meet the challenges of the new century with a hundredfold confidence. Public relations strategy: In order to achieve this goal, three major activities are planned: the "Quanjude Cup" prize-winning couplet collection, the Quanjude Roast Duck Food Culture Festival, and the Quanjude Brand Strategy Seminar. The media selection for these public relations activities is mainly newspapers, as well as television and radio stations, supplemented by the company's promotional publications.

●Specific plan

The series of public relations activities throughout the year are divided into three stages, from prelude to climax: Stage 1: During the holidays including New Year’s Day, winter vacation, Spring Festival, Lantern Festival and other holidays In the first quarter, we jointly organized the "Quanjude Cup" New Year Prize-winning Couplet Collection Activity (hereinafter referred to as the Couplet Collection) with the "Beijing Evening News" and the Beijing Couplet Research Association; launched an essay solicitation for "Quanjude and Me" for the whole society (including group employees), and solicited entries from stores Historical and cultural relic activities; began to organize information, edit and publish the book "Quanjude Present and Past". The second stage: On July 18, the sixth day of the sixth lunar month, which is the founding day of Quanjude, the "135th Anniversary of the Quanjude Store and the Opening Ceremony of the First Quanjude Roast Duck Food and Culture Festival" will be held. The third stage: In the golden autumn of October, a Quanjude brand strategy seminar will be held on the occasion of the 50th anniversary of New China.

●The list is as follows

●Project implementation

At the beginning of the year, the group company mobilized a series of public relations activities throughout the year at a work meeting. For each activity, a special working group led by the general manager or deputy general manager and composed of relevant personnel from different business departments was established to be responsible for the specific implementation.

(1) Overture

"Quanjude Cup" New Year Prize-winning Competition (December 1998-March 1999) The following are the five colors of the "Beijing Evening News" during this event Local media reports: On December 22, 1998, a notice was published on "The newspaper's Supplement Center, Quanjude Group, and Beijing Couplet Research Association jointly organized the 'Quanjude Cup' New Year Prize-winning Couplet Competition".

Attract attention to "\'Quanjude Cup\'New Year Prize-winning Jury List" on January 10, 1999.

Highlight the authoritativeness to attract readers' attention and participation in the 1999 On January 16th, "\'Quanjude Cup\'New Year's Prize-winning Works" was one of the selected works

Six days later, the first event reminder was January 22, 1999 "\'Quanjude Cup\' New Year's Prize-winning Works" The second selection of works for the prize competition

Six days later, another reminder that the event is in progress. January 26, 1999 "\'Quanjude Cup\' New Year's prize competition works" the third selection< /p>

Four days later, the deadline for the third reminder event will be February 15, 1999 (Lunar New Year's Eve). "\'Quanjude Cup\'New Year Prize-winning Competition Winners and List"

Choosing to publish it on the eve of the New Year means that there are more readers than usual, and it can also be considered as a New Year cultural gift to the readers as a blessing. February 25, 1999 "\'Quanjude Cup\' List of award-winning authors in the New Year Prize-winning Competition"

Thank you to readers and all walks of life for their attention Published in "\'Quanjude Cup" on March 12, 1999 \'News on the New Year Award Ceremony

Announcement of the successful conclusion of the event. On March 16, 1999, Beijing People's Broadcasting Station's "Corporate Culture" column broadcast the "Quanjude Cup" New Year Award Ceremony. On-site interview recording. After the first phase of the campaign, in order to better carry out the second phase of the store celebration activities, the group company made a timely summary and officially issued the "About Celebrating the Quanju Dejian Store" in writing on March 30, 1999. "The Arrangement of the 135th Anniversary Series of Activities" was notified, and each activity was further broken down and implemented. We launched a call for essays on "Quanjude and Me" from the whole society and collected store history and cultural relics; we started to organize the information and edited the book "Quanjude Present and Past", which was published in Quanjude 135. The launch ceremony was held on the anniversary store; an authoritative asset appraisal agency was invited to conduct the second evaluation of the value of Quanjude's intangible assets since the group's establishment. The value of Quanjude's intangible assets based on January 1, 1999, was RMB 708.58 million. , which is 2.63 times that of the first evaluation in 1994. (This not only maintains and increases the value of Quanjude’s tangible assets, but also increases the value of its intangible assets.) This news was announced to the public through the news media on the day of Quanjude’s 135th anniversary.

(2) Main theme

The 135th anniversary of the Quanjude store and the opening ceremony of the first Quanjude Roast Duck Food and Culture Festival will be held at the Qianmen Quanjude Roast Duck from 9:30 to 11:30 am on July 18, 1999. A grand opening ceremony was held in the lobby on the first floor of the store. There were 200 leaders and responsible comrades from the National Domestic Trade Bureau, Beijing Municipal Party Committee, relevant municipal government committees and bureaus, district committees and district governments, reporters from news units, and representatives of Quanjude member companies. More than 100 people attended the event.

Detailed arrangements

1. Singing the "Group Song"

2. Speech by the chairman of the group

3. Congratulatory message from the Beijing Chamber of Commerce

4. Showcase Quanjude’s strong technical strength with appointment letters and ribbons to the group’s chief chef, deputy chief chef, and chefs of each company. > 5. The new book "Quanjude Present and Past" was launched to spread the history and culture of Quanjude

6. The No. 135 Quanjude Ice Wine Collection Ceremony showcased Quanjude brand extension products.

7. Please. Speeches from leaders of relevant parties

8. "Open the old wall and recreate the old shop"--The unveiling ceremony of the Quanjude Old Wall recreated history for the guests and traced the past, leaving a deep impression on people.

9. The release ceremony of the 100 millionth Quanjude roast duck. The release of the 100 millionth roast duck has become a hot topic among journalists.

At 11 o'clock, before Quanjude's 100 millionth roast duck was baked, more than a dozen photographers waited in front of the roast duck oven early to occupy the best shooting position. When the roast duck came out of the oven, reporters quickly pressed the shutter to record this meaningful historical moment with their cameras. In order to grab the first news, the reporters of the Beijing Evening News did not bother to have lunch and immediately returned to the newspaper office to post photos. The Evening News published the news photos on the first page that afternoon, making the Evening News the first to report on this event. media.

10. Ceremony of the 100 millionth Quanjude roast duck. Mr. Yang Dengyan, the former deputy secretary-general of the municipal government and the first chairman of Quanjude Group, made the first cut. This roast duck award was given to a French couple who came to Quanjude for dinner at noon that day. In order to report on this event, CCTV also conducted an exclusive interview with the chairman of the group. Unexpectedly, some foreign journalists came uninvited. For example, during the event that morning, Yugoslav TV station heard the news and came to conduct on-site filming; after the event, a reporter from the "Hong Kong Commercial Daily" deeply regretted that he could not conduct an on-site interview, and came to the company for a follow-up interview afterwards.

Quanjude Special Dishes Launch Ceremony (July 18, 1999) Time: Afternoon: 15:00-18:00 Venue: Room 208, Quanjude Roast Duck Restaurant, Hepingmen Attendance: Group company leaders, representatives of each member company , Contents of relevant department heads:

1. The deputy general manager of the group introduced the importance of launching Quanjude specialties and arranged to unify the quality of the dishes and implement the premium strategy

2. The group’s chief chef Explain the production of Quanjude's special dishes, the quantitative calibration of dishes with special tastes, and improve the scientific and technological content

3. "Open up the first floor and reveal the hall" Unveiling ceremony of the renovated first floor hall - "One of the best in China" "Re-opening

4. Guests can observe the production process of special dishes and taste the "Food Culture Festival" event (July 18-25)

Other activities launched during the period< /p>

1. Preferential sales of high-quality roast duck sincerely reward consumers

2. International cooking master tours

3. Wonderful unique performances by Asian chefs and award-winning celebrity chefs< /p>

4. Issue "Quanjude Membership Cards"

5. Give Quanjude 135th anniversary souvenirs

6. Carry out interesting cooking, service skills, and Quanjude activities for customers to participate in Knowledge contest activities.

(3) Improvement

Quanjude Brand Development Strategy Seminar (October 16, 1999) 9:00-12:00 in Hepingmen Quanjude Roast Duck Restaurant 500 Conference Room invites China Experts, professors, associate professors from the Society of Business Economics, Chinese Business Culture Research Association, Chinese Academy of Social Sciences, Renmin University of China, Capital University of Economics and Business, Beijing Technology and Business University, Beijing University of Technology, Beijing Finance and Trade Management Cadre College and all group leaders and heads of relevant departments Conducted discussions on Quanjude brand strategy. With the help of external brain analysis, theory guided practical project evaluation, the corporate image public relations activities of Quanjude Group in 1999 achieved the expected public relations purposes. 1. The "Quanjude Cup" New Year Prize-winning Couplet Competition lasted for two months. *** received 3954.5 couplets from Beijing, Hebei, Liaoning, Inner Mongolia, Shandong, Jiangsu, Anhui, Jiangxi, Hunan, and Guizhou , Guangdong, Hainan and other 12 provinces, municipalities and autonomous regions, making Quanjude's brand spread all over the country, both inside and outside the Great Wall. The youngest of the authors is a 14-year-old junior high school student, and the eldest is an 82-year-old man. Some elderly people led three generations of their families to participate in writing, and some blind people from welfare factories even asked their colleagues to ghostwrite. The enthusiasm for participation was so high that we did not expect it. After preliminary evaluation, re-evaluation and final evaluation by expert judges, 5 first prizes, 10 second prizes, 20 third prizes and 135 encouragement prizes were selected. This event integrates Spring Festival and commercial promotion, organically combines the establishment of Quanjude brand image with traditional Chinese couplet culture, creates a news hot spot of "building a brand with culture" and "promoting business with culture", and promotes Quanjude cuisine. Culture, brand culture, has caused greater repercussions in society. 2. Improve the visibility and reputation of Quanjude brand. Many news media have made comprehensive reports on the "135th Anniversary of Quanjude Store and Food Culture Festival". Reporting takes the form of news, photos, side stories, and exclusive interviews.

It can be seen that the media coverage rate of this event is quite high. Not only a shock wave of Quanjude's corporate image was formed domestically, but also news about Quanjude's 135th anniversary celebration event was spread through some overseas media Beijing, fly to the world. "Quanjude" has become a topic of widespread discussion and concern, which has further enhanced the popularity and reputation of the "Quanjude" brand and strengthened the "Quanjude" brand image. 3. Quanjude Group has achieved good economic benefits through its 135th anniversary store celebration activities. Due to the stimulating effect of Quanjude's 135th anniversary store celebration and the first Quanjude Roast Duck Food and Culture Festival, during the National Day (October 1-7), the group's 10 directly-operated stores *** completed operating income of 7.035 million yuan and received 76,325 guests. The average daily turnover reaches 1.005 million yuan. By the end of November 1999, the group company's operating income and profits had completed the full-year planned tasks ahead of schedule. The profit reached 110% of the annual planned target.

In the second half of 1999, the average daily turnover of Heping Store and Qianmen Store increased by about 20% compared with the same period of the previous year. 4. The Quanjude Brand Development Strategy Seminar clarified the Quanjude brand strategic goals, which are to take Quanjude Roast Duck as the leader and fine catering as the foundation. Through effective capital operation, we will actively and prudently extend to related industries to create a brand with Chinese cultural heritage and strength. A world-class brand in the catering industry with strong strength, extraordinary quality, outstanding market performance and global reputation. Quanjude's strategic discussion has triggered experts and scholars in the capital to explore and study the inherent laws of the development of Beijing's time-honored brands represented by Quanjude. Experts and scholars who have participated in the "Quanjude Brand Strategy Seminar" and participated in Quanjude-related activities have held many major discussions on the theme of "How time-honored brands can move into the new century". From the typical business management practice of Quanjude as a case, it has been elevated to a theoretical discussion of the general laws of the development of Beijing's time-honored brands.

Experts believe: "Developing time-honored brand food is an important historical task", "Time-honored brands must carry forward their brand advantages and keep up with the times", and "Based on tradition and innovative development". (See "China Food News" January 20, 2000)

Project planning and implementation unit: China Beijing Quanjude Group Co., Ltd. Case comments:

1. Quanjude Group Co., Ltd. It is a time-honored catering enterprise in Beijing with a long history and cultural tradition. Facing the wave of reform, opening up and market economy, Quanjude Group reorganized and became the sole holder of the "Quanjude" trademark, and registered the trademark at home and abroad. As of the beginning of 1999, the group had registered 11 trademarks in China, covering 124 kinds of goods and services in 25 categories. It also registered the "Quanjude" trademark in 31 key countries and regions around the world. On January 1, 1999, the "Quanjude" brand was evaluated by an authoritative asset appraisal agency and was valued at RMB 708.58 million. On this basis, Quanjude Group began to fully implement the "famous brand strategy" project to ensure that the company continues to maintain strong vitality in the new century. This case fully shows that the leaders of Quanjude Group are far-sighted and have strong market awareness. Through the implementation of the "Famous Brand Strategy" project, the golden signature of the century-old "Quanjude" store has been fully pushed into its second century.

2. Large-scale activities are the most common form of public relations activities, and they are also the easiest way for companies to achieve their public relations goals. Because it has a large social impact, strong pertinence, and good communication effects, it is also difficult to implement. "Quanjude 135th Anniversary Store Celebration Event" is an important external communication case of Quanjude Group's implementation of the "Famous Brand Strategy" project. This case lasted nearly a year from planning, preparation, implementation and promotion, and covered the "Quanjude Cup" New Year Prize-winning Campaign , the first Quanjude Roast Duck Food and Culture Festival, and three large-scale activities including the Quanjude Brand Development Strategy Seminar. These large-scale activities also include a series of special topics. In this case, "Quanjude" cleverly designed public relations activities for different target publics and combined them with communication methods to achieve good public relations benefits. For example, for general consumer groups, it adopted "New Year Zhenglian" and "Roast Duck Cultural Festival" Activities, coupled with mass media publicity; for important target publics, invite relevant leaders and celebrities to participate in the opening ceremony of Quanjude’s 135th anniversary store celebration and the first Quanjude Roast Duck Food and Culture Festival; for professionals, use the form of "seminars" to communicate. At the same time, we have also seen that in addition to targeting different target publics, each activity also disseminates information that is highly targeted. It should be said that the implementation of this case was very difficult, involving many departments of the group, especially for a traditional state-owned commercial enterprise. In order to ensure the smooth implementation of the project, the group president personally took charge, and the relevant departments were divided into responsibilities and implemented one by one according to the plan. It can be said that the implementation of large-scale events requires not only rigorous planning, but also strong execution.

3. The release of the 100 millionth Quanjude roast duck and the duck carving ceremony were the most attractive and newsworthy activities of this large-scale event. Quanjude seized this highlight to make a big fuss, and the Beijing Evening News 》The reporter’s enthusiasm to grab the news shows that the creative planning of the event is in place. This is the finishing touch of this case and an important theme reported by many media.

4. In this case, Quanjude Group attaches great importance to mass media publicity. As for the event "Quanjude 135th Anniversary Store Celebration and the Opening Ceremony of the First Quanjude Roast Duck Food and Culture Festival", 24 media participated in the report , reported 56 times; in addition, the "Beijing Evening News" interactive tracking report on the "New Year Campaign" pushed the campaign to a climax and paved the way for Quanjude's 135th anniversary store celebration. The active participation of the news media reflects that Quanjude Group maintains a good cooperative relationship with the media.

5. This case fully reflects that Quanjude Group has reached a professional level in the planning and implementation of large-scale public relations activities. The entire planning and implementation is link-by-link, with both prelude and follow-up. The early stage paved the way for the climax of the store celebration, and the later stage of sublimation pushed Quanju's brand strategy deeper. Of course, there are still some shortcomings. The entire event planning is a bit rigid, the information disseminated is relatively unfocused and somewhat disruptive, and the copywriting still needs to be improved. I believe that through continuous public relations practice, the corporate brand of Quanjude Group will be as famous at home and abroad as its famous trademark "Quanjude".