哈雷戴维森第六届全国车主骑行活动方案 Harley-Davidson The 6th H.O.G. China National Rally2l 活动时间2014.05.09 11 Event Datel 参与人群哈雷车主、哈雷经销商、 当地官员、哈雷高管及 员工、媒体人员等 Participants H.O.G. Members the actively engaged social media is the hot topicMarch 1May 9May 11June 11Before EventAfterCommunicating Perspective: Sharing the 6th H.O.G Riding event to win cost-free riding opportunityTopic Examples: 1、Owners have opportunities to take part in riding event after sharing Weibo with friends! 2、Only 10 vacancies for 6th H.C.0 national cost-free riding event!Communicating Perspective: Celebrities arriving there creating grand occasion; charities organizing donations inside and outside the event locationTopic Examples: 1、Special reports on the Harley riding of Li Yapeng, Yang Kun and Zhang Liang in Dandong 2、Giving love to children in mountainous areas with celebrities through Wechat!Communicating Perspective: Overall summary on the whole event to intensify the brand cultureTopic Examples: 1、The 6th H.O.G Riding event is approaching the end 2、We are always on the way with free spirit-the 6th H.O.G Riding event ends with a complete successIgniting ClimaxBrand FocusProphase Warm-upLeveraging celebrity effect to highlightEnhancing brand influenceSpreading actively to attract attention57SponsorshipRock PartyRock PartyBrandSponsor DetailsHeinekenBeerCoca-ColaWater, BeverageGarminMotion cameraDBS20,000-30,000Leica20,000-30,000J&S Home FashionWashcloth58Cost Estimation项目数量单位费用专业服务费1项 152,360 物料制作与运输1项 111,175 现场搭建1项 1,209,295 人员及杂费1项 237,010 税费 7%1项 119,688 合计 1,829,528 资金来源数量单位单价小计H.O.G会员报名费700人 888 621,600 H.O.G会员亲属报名费200人 1,088 217,600 非H.O.G会员报名费100人 1,488 148,800 经销商参展费15项 10,000 150,000 赞助商参展费5项 20,000 100,000 项目自有资金1项 591,528 合计 1,829,528 59Cost EstimationFund InvestedQtyUnitPerFund ResourceQtyUnitPerSubtotalSpecified Services1Item 152,360 H.O.G Membership Fares700Person888 621,600 Transportation and Manufacturing of Supplies1Item 111,175 H.O.G family membership fares200Person 1,088 217,600 Onsite construction1Item 1,209,295 None-H.O.G Member Fares100Person 1,488 148,800 Human Resources and others1Item 237,010 Dealers Exhibition Fares15Item 10,000 150,000 Taxation 7%1Item 119,688 Sponsor Exhibition Fares5Item 20,000 100,000 Sustainable Resource1Item 591,528 Total 1,829,528Total 1,829,528 60Team Structure胡建飞 3D设计总监吴东坡 完稿组长王钧 3D设计制作徐文俊 客户副总监邵楠 平面设计总监史玮 项目经理陆靖宇 策划总监策划创意项目管理许鑫 BTL 总经理服务团队李越 BTL 副总经理支持团队支持团队管理团队管理团队CRM葛佩红 公关业务 总经理ATLPR孙啸 ATL部门 总经理邹骅 CRM部门总经理执行李哲 策划经理吉丽蕾 项目专员黎小芬 项目专员制作及第三方管理黄纯初 项目专员陈文渊 制作经理龚景 项目专员曹佩瑶BTL 副总经理吴晓 项目专员俞倩倩 项目专员赵英岐 项目专员THANKS!