运动会赞助策划书

关于李宁公司赞助景陶科院运动会策划书策划人：10市场营销廖健时间：2013年10月10日运动改变生活，一切皆有可能！2目录一、活动背景：···································································································3二、策划主题······································································································3三、策划目的······································································································4四、策划内容······································································································4五、具体合作······································································································51、赞助方式··································································································52、回报方式··································································································63、具体宣传计划及方法···················································································64、预期效果分析····························································································75、后期事宜安排····························································································76、合作财务制度细则······················································································7结束语··········································································································8附件：（运动会策划书）························································································9一、活动背景：······························································································9二、活动目的：······························································································9三、活动时间地点及参赛人数：·········································································9四、运动员资格：···························································································9五、报名办法：······························································································9六、比赛项目和组别：····················································································10七、活动主要流程概况：·················································································10八、竞赛办法：·····························································································10九、团体总分和奖惩办法：··············································································11十、经费预算：·····························································································11十一、活动要求：··························································································12运动改变生活，一切皆有可能！3赞助策划书尊敬的商家及公司领导：您好！感谢您在百忙之中抽出时间来阅读我们的策划书，本活动是有景德镇陶瓷学院的一次全院活动，活动范围波及整个景德镇陶瓷学院，对于广大商家而言，这也是一次良好的宣传契机，本着诚信、互利的原则，我们衷心地期待能与贵公司或商家建立起良好的合作关系，共同促进，共同发展！以下是有关本次活动的策划书，请您过目，并请您提出宝贵的意见。一、活动背景：金秋已至，正值运动大好时机，为活跃校园氛围，响应构建和谐校园的号召，宣传贯彻大学生强身健体，给更多的同学提供娱乐交流增进友谊的机会，更好的服务更广大的同学，特开展此界秋季运动会。本次校运动会以“社团动力、内聚活力、外展张力”为宗旨，以构建和谐校园，活跃学生社团文化氛围、提高大学生综合素质为目的，为学生搭建了一个展示才华、锻炼自我的平台。校运会是我校校园体育文化生活的传统项目，它有力地促进了我校全面素质教育和全民健身运动的推行，也加强了校园精神文明建设，提升了校园的文化品位。二、策划主题此次合作是借助景德镇陶瓷学院科技艺术学院举办的第八届校运动会，通过一系列的合作形式，来体现李宁品牌鼓舞人们的运动热情的宗旨，号召人们一起来运动，共同体验健康的生活方式，来体验李宁公司“运动改变生活，一切皆有可能”的企业理念，提高消费者对企业的认同度。借此推出体育运动用品，提高销量，为李宁打开景德镇市的大学生市场，以此就李宁公司赞助景德镇陶瓷学院科技艺术学院第八届校运动会的具体事宜及合作事项提出这份方案报告。运动改变生活，一切皆有可能！4三、策划目的为增加校企间的交流与合作，扩大李宁公司在各大高校的影响力，我们借用校运会这个大平台进行全面的宣传，来提高贵公司产品在高校的市场占有率。借助学校广播电台、横幅、宣传单等有效形式,来扩大产品的宣传力度,让公众增加对贵公司的好感和信赖；通过在现场促销的形式来增加产品认知度,促进产品的销量，扩大宣传影响力，让公众对贵公司以及贵公司的产品有更进一步的了解。这在极大程度上也增加了贵公司在社会和学校的竞争力，树立了企业形象。贵公司赞助本次活动，不仅省钱、省事、省心，为赢得大学生市场抢尽先机！更为以后发展筑就更好的效益打下基础。四、策划内容本策划书具体从李宁公司在景德镇陶瓷学院科技艺术学院片区，李宁品牌得以传播的可行性上、与我们合作后能取得的预期效果上、赞助后我们宣传李宁这么品牌的方式上、相关问题的洽谈上四个部分给予阐述，并且核算出预期能取得的收益，使双方都能达到双赢。在策划合作计划书前，我们事前进行了分组讨论和市场调研，研究具有购买力和需求的现有目标对象和潜在目标对象，针对目标市场的优势和企业的发展要求，得出李宁品牌容易被目标市场所接受也符合目标市场的消费理念。1、在品牌传播的可行性上，我们从以下几点来阐述：（1）本次运动会有学校相关部门的大力支持，规模大、参与人数多，可以吸引很多师生及其家属前来观看，而且会受到同学们的欢迎。并推动学校体育事业的发展，必然引起全校性的轰动。（2）科院位于市中心，大量人流能使运动会每天都得不少的观看人数。高校附近人口密集且消费水平较高，可以为贵公司的宣传取得不错的成效。（3）学校消费地域集中，针对性强，产品品牌容易深入人心。（4）本次活动为全校的一个大型活动，受到了广大师生的广泛关注，借此贵公司也将受到很大关注。运动改变生活，一切皆有可能！5（5）大学年年有新生，年年有毕业生，传带式的年年举办下去。您还可以与我们进行长期的合作，这样您产品的知名度便会不断加深，一传十，十传百，具有及其长远的意义。2、取得的预期效果从对李宁品牌的认知度、购买力度、口碑等方面体现出来，集体见下文的具体合作部分。3、宣传方式上我们用海报、横幅、宣传单、校广播站、校网等方式加强对李宁品牌的好感，高频率的出现也可以加深对李宁这个品牌的印象。4、相关问题洽谈主要体现在如何合作、提供资源的方式和宣传品牌的力度等方面进行详细的洽谈，具体内容请看下文具体合作部分。五、具体合作1、赞助方式一、提供资金，赞助资金核算总额10620元，具体金额请参阅附件中的预算费用。二、提供实物，以下为实物分配情况：（1）活动横幅五条：运动场为椭圆形，四方各放置一条写有第八届科院校运动会且由李宁赞助字幕的横幅，主席台上方再放置一套，醒目明了。（2）药品主要是跌打损伤、心悸、头晕等运动员易出现的症状所用的药品组成，按照市价及参与运动员的人数核算出的资金数。（3）充气彩虹四个：运动会参与人数主要是集中在本校四大系即法商、外语、美术、工程，因此四个充气彩虹用作四个系运动员集中点。及相关系的工作人员，起到良好的宣传效果。（4）活动布景一条：贴于主席台，长五米宽四米，布景印有商家的标志。（5）工作帽、毛巾：运动会工作人员带的工作帽数量按照各系负责人员实数来统计，毛巾数量按照参与比赛的运动员数量来统计，核算金额按照市价来统计。（6）比赛服装：比赛服装用李宁品牌的运动服，可以充当流动广告，数量按照参与比赛的运动员数量来计算的。（7）奖品：李宁品牌的运动鞋20双、李宁品牌的运动服20套、李宁品牌的书运动改变生活，一切皆有可能！6包20个，书包主要用作奖品进行奖励。2、回报方式1）我们将以提供资金数额、实物折算金额为依据，以多种方式回报赞助方；2）在活动的前期宣传中，为赞助方制作独立的宣传板及宣传海报；3）在活动的前期宣传及后期宣传中，我方将通过广播在黄金时段对赞助方及产品进行专项报道；4）赞助方企业名称将在此次活动的各种宣传单中出现；5）在比赛中，我方将邀请赞助方致辞在比赛中，主持人将多次感谢赞助方对大学生成长的关心和对此次活动的大力支持。6）在活动后期宣传的影展及各项投稿中，对赞助方的支持表示感谢，并对赞助方进行专题报道。协助赞助方在我校内进行市场调查；7）在本次比赛1500份抽奖券上印制赞助商名称以上是我方一些对赞助方表示感谢的回报方式，具体实施程度和操作方法可根据赞助形式进行商讨确定。8）若赞助方有其它合理要求也可以向我方提出，我们将会尽力努力回报