Two thousand and one year Six month Three day Red Eagle " National Fitness 10000 miles, support for the Olympic Games big signature " The propaganda team, carrying hundreds of millions of people, is looking forward to the successful bidding of Beijing. Two thousand and eight The wish of the 2008 Olympic Games arrived at the terminal station in Beijing. Beijing City Three hundred More than one traffic police, to maintain the order of traffic for the convoy's March, escorted by police cars before and after the convoy.
In Chang'an Avenue, the red hawk fleet is like a red dragon. Wherever they go, people stop to watch. Dozens of media reporters in Tiananmen square photographed and photographed it. The scene is magnificent, just like a beautiful landscape. In order to win the Olympic Games, Ningbo Red Eagle Bioengineering Co., Ltd. Two thousand Wan, experienced Three A month passes through our country. Thirty-three Provinces, cities and regions, itinerary Two Ten thousand kilometers The scale, the scope and the amount of investment are unique in many Olympic Games in China.
I. overall image design
Brand represents the image of an enterprise in the market and can become a powerful weapon in the market competition. Ningbo Da Hongying group attaches great importance to building the cultural connotation of enterprise brand. In order to integrate the corporate image and brand image in an all-round way, the enterprises introduce comprehensively. CI And put forward " The Red Eagle, the spirit of the new era " The slogan enables enterprises to have a unified image and competitive advantage in the market competition. In the enterprise, advocate a kind of " Factory as home, concentric struggle, dedication " The spirit. In the society, we use corporate culture and behavioral science to shape the new image of enterprises and brands. In order to participate in the international market competition with a brand new attitude and greater advantage, in the coming of the new century, we have formulated the development goal of achieving first-class products, first-class technology, first-class management, first-class efficiency and first-class environment. In just a few years, the profits and taxes and output value of enterprises have been soaring.
In this time " National fitness, support for Olympic bid " During the event, the Red Eagle Group and Beijing Hadley planning company carried out the overall image design of the event. In the design of the car body, the Red Eagle is highlighted. " National fitness and support for Olympic bid " On the two sides of the car body and the top of the car, there is a big red eagle logo, which gives people a full visual impact. In order to cooperate with the event, the Red Eagle specially printed. " National fitness, support for Olympic bid " The brochure and leaflets on national fitness and Olympic knowledge, publicity materials for green products of the red hawk bioengineering and so on. At the same time, the Red Eagle made umbrellas, caps, and so on. T Shirts, handbags, signature pens, CE Gift boxes and other promotional gifts, these promotional gifts are printed with the red eagle logo, every city, a large number of issued, has a strong publicity effect, help to improve brand awareness.
Two, brand war entry point - Brand appeal point
One Public interest appeal:
The Red Eagle is implementing brand building. " Do not travel by virtue, but by virtue. " Business policy. Enterprise leaders believe that only by virtue of the world can people be convinced and through all kinds of public welfare activities, establish corporate brand reputation in the community.
With the help of hosting cultural and artistic activities, Da Hongying expanded its product influence. Hosting over Three hundred Secondary " Red Eagle night " Named for cultural and artistic performances, hosted a series of awards and photographic works selected by the Red Eagle, which not only enhanced the popularity of the red hawk, but also provided people with the opportunity to enjoy and enjoy the cultural and artistic performances.
It has changed the traditional way to improve brand image through advertising. They chose to raise the image of the Red Eagle by naming some facilities and activities and held it in Phoenix Satellite TV. " Red Eagle Theatre " And other TV shows. " Red Eagle night " Such as cultural or artistic performances, as well as the red hawk Cup National TV youth competition. Red Eagle actively organized reemployment projects, donated hope projects, and spent tens of millions of years to establish homes for the elderly. These activities have also greatly enhanced the popularity of the great red hawk.
This " Shen Wan Li Li " It is a public welfare campaign. In the course of its activities, the Red Eagle also pays attention to public welfare publicity and pays attention to its image in the society. The convoy is unified and civilized. When members engage in publicity activities in various cities, they pay special attention to the local environmental protection. After every activity, they must clean up the environment of the activity places. These practices were praised by the local people, and also enhanced the image and status of the red hawk in the public, and promoted the promotion of the brand.
Two Image appeal:
For this event, the red hawk unified purchase. Twenty-one Bea Vico, with the logo of the red eagle on each side of the car and the top of the car, is specially designed for the event. T Shirts, hats, umbrellas, handbags, signature pens and so on are printed with the logo of the big red eagle, and some publicity materials are also printed with the logo of the big red eagle. The motorcade arrives everywhere to give people a strong visual impact effect, so that people can clearly see the Red Eagle brand and have a better understanding of its products and enterprises.
Three Spiritual appeal:
This " National Fitness 10000 miles, support for the Olympic Games big signature " The activities are mainly based on the main idea of the Chinese nation's national spirit of hard struggle and brave struggle. Therefore, in the operation of the activities, special attention should be paid to the combination of the national characteristics of all regions, and representatives of various nationalities and some world champions should be invited to participate in the activities so as to stimulate the patriotic enthusiasm and national fitness consciousness of the Chinese people, thereby creating the public image of the Red Eagle and enhancing the brand reputation.
Four Cultural appeal:
In the whole process of the whole activity, the Red Eagle always runs through the culture of the enterprise. Whether it is the logo, pattern, propaganda material or souvenir of the team, it has the logo of the Red Eagle and the Olympic logo. In the process of organizing signatures and other activities, the dress and behavior of the whole staff reflect the concept and spirit of the Red Eagle culture. While publicizing the sense of national fitness and popularizing the Olympic spirit, it also publicized the corporate culture of the Red Eagle, so that the Red Eagle can be more understood and recognized by the society.
Five Health appeal:
Great Red Eagle Biological Development Co., Ltd. is a company that produces health food. This also determines that this activity is a large-scale public welfare activity focusing on the health of the Chinese people. In the process of activities, every city has performed various kinds of fitness activities and sports activities. In some fitness venues, it has received good results in support of Beijing's bid for Olympic Games, and has produced great social effects. It can be said that the Olympic bid and Olympic Games not only create conditions for publicizing national fitness, but also the development of national fitness, and the improvement of national quality is also conducive to the popularity of the Olympic movement, and has created a favorable environment for supporting Beijing's bid for Olympic Games.
Six Hot pursuit:
" Hotspot " It's resources. Nowadays, Beijing's bid for Olympic Games is the most concerned hot spot of the whole country and the whole world. The effective use of this hot spot will bring infinite social and economic benefits to enterprises. The Red Eagle and our Beijing planning Co., Ltd., conducted a thorough analysis and careful study of the situation at home and abroad, and finally launched in early March. " National Fitness Wanli line, support for the Olympic Games big signature " The activity has been responded to by all levels of government and society from all walks of life, because this is a hot topic of national concern. " Hotspot " Good grasp, timely grasp, and facts have proved that the event was held successfully.
Seven Focus demand:
The national fitness program has been carried out in China for many years, but it is the first time for such a large-scale popularization of nationwide fitness awareness in China. In view of the special confusion of the national fitness market in the past few days, the campaign was launched to promote fitness for all, to implement the outline of the national fitness program of the State Council, to reassemble the highlights of the people in all regions and the national fitness program, forming a social focus, and its social impact is enormous.
Three, brand's four power leverage
The promotion, leap and growth of brand can not be separated from the powerful driving mechanism. The power can be divided into conventional power and nuclear power. " Conventional power planning technology " and " Nuclear power planning technology " Skillfully borrowing, triggering and starting four big " nuclear power " Leverage and unexpected results.
One , " National Fitness " and " Health business " Power
The national fitness and health cause is a major event concerning the national economy and the people's livelihood on the agenda of our government. As early as Four Years ago, general secretary Jiang Zemin was right. " National Fitness " The State Council has made specific instructions. " Outline of national fitness program " 。 Because of the well-known reasons, in the past few years, we have not done enough in the national fitness program, especially the sponsorship of a company to carry out major national events. This is the first time. Therefore, the design is targeted at popularization and publicity. " National Fitness " Taking the support of the bid to host the Olympic Games has strong nuclear power and participatory power. This is the first driving force of this event.