I. Introduction and Overview

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2 I. Introduction and Overview Background: Altar of the moon is one of famous five altars in Beijing. As the Ming and Qing dynasties ancient buildings, the State Council has decided to include it in national cultural heritage lists. However unlike The Temple of Heaven that was protected and well managed by Beijing Municipal Government; altar of the moon is unfamous amongst public and almost abandoned by our society. Thus there are so many disharmony factors and commercial purpose in this site that seriously affect local ecological balance. For example, China central television (CCTV) built their TV launching tower upon the altar of the moon park nearly 40 years. At the same time there are a lot of land occupied by other developers. Mission: The Altar Of The Moon Protection Association (TAOMPA) is a non-profit environmental organization mainly to protect its surrounding environment and to prevent it from commercial used. Organizational goal: Haze has become a present serious environmental problem in China, and has a huge bad influence on citizens health and social development. TAOMPA is such a type of organization that concerns about top environmental issue and advocates people to make a difference to environment by starting from around things. TAOMPA wants to obtain more public attention and awareness to protect environment and renovate altar of the moon. Overall goals: 1) To increase students and youths awareness about TAOMPA 2) To increase funding Marketing Objectives: l Increasing organizational awareness of TAOMPA amongst collage students and youths by more than 15 to 20 percent by October 10, Strategy one: Develop social media outreach strategy to target collage students and

3 youths members. Strategy two: Cooperate with university and collage project to setup some internship opportunities. l Increasing funding by 10 percent by October 10, Strategy one: Keep regular tickets price on 1 but provides VAS (value-added services) to charge additional fees. Strategy two: Cooperate with other four altar parks to offer Group Tickets choice Strategy three: Increasing tickets price from 8 to 15 during special event day with providing free reservation (fruit, snacks and drink). II. Situational Analysis Environmental Scan Analysis: available on another PDF file Organizational SWOC Analysis: available on another PDF file Audience Analysis: The general target market for TAOMPA is whole citizen in Beijing. According to the current statistic analyzes by tickets selling department, there are three kinds of audience, students, adults and seniors. Existing Audience: -University students make up most demographic proportion but only during the certain Internship period. -Senior adults around years old (retired people living in a nearby community). This audience proportion is not very high, but is a stable consumer group. - Organizational members (mainly is a middle age people). For example, board members of similar type of organizations, some CEOs who are interested in environmental protection, and other public celebrities who want to participant in environmental protection project.

4 Target Audience: -Stable and larger university students -Youth audience about years old, including white-collar workers concentrated in environmental protection. III. Scheme Objective One: Increasing TAOMPA s organizational awareness amongst collage students and youths by more than 15 to 20 percent by October 10, Target Messages: -TAOMPA welcomes every citizen participating in environmental protection project especially hopes collage students to join TAOMPA to help organization extend its brand awareness through social media tool. - TAOMPA needs youth to inject fresh blood into organization. TAOMPA has a good partnership platform, Chinese Academy of Sciences, to intrigue young people learn and work with experts. Communication Methods: -Word-of-mouth marketing method to outreach brand awareness and environmental protection concept. -SNS outreach, Renren (Facebook-style), Weibo (Twitter-style), Wechat (Snap chat-style). Strategy one: Develop social media outreach strategy to target collage students and youths members. Tactic 1: (social media outreach) l Register Renren (students-based social media) account and link to as many universities Renren account as possible. l Design Renren homepage with more colorful and bright looks than its official website, put more picture and relevant events, collaborations, partnerships, different

5 projects, internship and practicum opportunity on website. l Link official website with TAOMPA Renren account so students could log in or register on organization website easily via their Renren account. l Create official Sina Weibo (youth s favorite social media) account named TAOMPA to post events and picture everyday. l Encourage people to follow and like the post and leave juicy comments or suggestion to become organization membership for free. l Encourage followers participate in daily or hot topic discussion. You must post picture or writing something about environment or TAOMPA with hash tag #TAOMPA or that topic title to gain discounts or coupon. l TAOMPA has to be more actively, updating Renren and Weibo at least five times a day. Once people follow or like a post, TAOMPA could get their basic account information following those people as well and sending welcome message at the same time. Once people put up question, making sure to respond them within 12 hours. Tactic 2: (word-of-mouth strategy, social media-based) Wechat is hot APP could send message, voice, picture and link. And 80 s and 90 s people like wechat most. Marketing effects could be more impressive if a real customer advertise for your products unconsciously. Advertisements will more convincing if people see other real customers reaction and response than see how fancy the products or programs are. l Encourage target customers post various photos on Wechat (with friends, organization staff, anyway requirement is very flexible) that related to your organization (especially during special event period) or use alter of moon as background following their own comments below the picture. Therefore, all of contacts in his/her Wechat will see this picture automatically. l You must collect at least 20 likes and 10 comments below picture and take a screenshot posting on Renren or Weibo with hash tag #TAOMPA to obtain coupon.

6 l l l It is like a small promotion campaign aim to spread brand awareness. Wechat has subscription function. Print QR Code on promotion materials (flyer, poster, business card). Tell youth to scan QR Code to follow TAOMPA Wechat account. Thus they will receive organization information, their events, products, program, and ticket automatically. Appoint staff to managed Wechat account. Therefore followers need not to call or TAOMPA, just texting their question and requests and they could receive response immediately. And on Chinese festival, vacation, VIP s birthday, everyone could see the wishes coming from TAOMPA. It is a very comfortable marketing plan, letting people feel to be valued and respected. Please keep the information or message you posted meaningful and well organized. Filtering irrelevant advertisement and focus on your organization. Strategy two (mutual beneficial): Cooperate with university and collage project to setup credit-based internship and practicum opportunities. Tactic 1: l Collaborate with certain universities as partnership to provide internship or practicum project in different department during certain term. Meet with school staff to establish this project requirement, time, place, etc. l Ask both departments post internship and practicum opportunity into school website and add these in student curriculum schedule as selected course. l Posting internship and practicum project and guideline on Renren homepage and Weibo. l Make marketing and production development as pilot department to accept students as interns. It is a student-drive social media mode. Ø Let students work with Chinese Academy of Sciences professors as assistant to do research about how to help organization create projects. This project is very attractive for Environmental Engineering students. TAOMPA need people and they need platform.

7 Ø Let marketing and administration students participant in marketing team group to make up more student-based marketing plan, like managing social media and posting message that more interesting to students group, designing poster for charity party, acting as ambassador to communicate with school and organization. Tactic 2: l Uses alter of moon park as a space to let student group hold extracurricular activates, particularly environmental protection topic events with paid reservation, like food and drink charge for 5 per person. Ø Environmental protection session Ø Environmental protection model design exhibition Ø Etc Objective Two: Increasing funding by 10 percent by October 10, Target Messages: -Ticket price for visiting park is affordable for most people only 1 per person. -Alter of the moon park is an open area for public citizens to enjoy themselves in the nature. - Alter of the moon belongs to five altars in Beijing, so it has an advantage condition to form a tourism link with other four sites to bring more visitors and to increase TAOMPA tickets revenue. -TAOMPA usually holds different events, like charity party, traditional Chinese painting and calligraphy exhibition. It is a good opportunity to increasing funding by selling more tickets. Communication Methods: -Participation, social media-drive -Experimental marketing strategy Strategy one (Experiential marketing strategy): Keep regular tickets price on 1 but

8 provides VAS (value-added services) to charge additional fees. Tactic 1: l There are a lot of renovation and repair works should be done in park. Take use of this chance to initiate afforestation drive activity. Calls for public citizen to do something for environmental protection and cultivate their responsibility, letting them receive a sense of achievement and social recognition. Ø Clean the park before leave. Ø Help worker supervise littering phenomenon and people could be fined 50 if they drop litter carelessly. (Supervise could be available via taking picture to record those behavior and posting on Renren and Weibo with hash tag #TAOMPA.) Ø Hold Tree Adoption activity by charging 5. (Especially on Arbor Day!!) Visitors could adopt a tree as a family or group or individual to plant and protect after they signing in a guarantee to make sure they will take care of this plant and don't give up it easily. Certainly park workers will help them to plant tree. Strategy two: Cooperate with other four altar parks to offer Group Tickets choice Tactic 1: l Meet with other four altar park administrators to talk about Group Ticket project. So that visitor could visit whole five altars only need to buy ticket once time on 25, rather than 30 if buy tickets separately. l Confirm price and number of this type of tickets through calculating each profit and make an agreement. l Especially considering the famous and popularity of Temple of Heaven. Sometimes tourist will only consider visit Temple of Heaven and give up other four sites because of the long distance among five places. But what if they could buy group tickets once time and visit those place within three days, they would be more willing to see the whole historical site after all.

9 Strategy three: Increasing tickets price from 8 to 15 during special event day with providing free reservation (fruit, snacks and drink). Tactic 1: l Grasp public people consumer psychology. (Some times they think product quality increases in proportion to price rise.) Analysis product/service value of TAOMPA through inter or external research. Ø Conduct online survey within general customer via Renren, and Wechat. Ø Interview with some student group to learn about their consumption capacity and price expectation. Ø Calculating budget if change ticket price l Reconsider the cost and profit of charity party, traditional Chinese painting and calligraphy exhibition separately. l Take dynamic pricing strategy, segmenting different part with different ticket price from 8 (underprivileged) to 15 (privileged). Ø Place of the seat relative to the stage Ø Programming Ø Time and date of the show Ø Time of purchase l Consider cost of providing food and drink if there are free. IV. Implementation (I recommend TAOMPA to appoint two marketing teams to implement two objectives separately at the same time.) Timeline for next six months: ² Objective One: Increasing TAOMPA s organizational awareness amongst collage students and youths by more than 15 to 20 percent by October 10, April Select staffs (team work) to be responsible for social media outreach strategy. - Register Renren and Weibo account. Design and organize both website homepage

10 spending about three days. -Post pictures and information (relevant events, collaborations, partnerships, different projects, internship and practicum opportunity) according to different mode of homepages. -Establish crisis PR and after-sale service departments to deal with complaint and public suggestion. - Laying out locations for every special student group activates before one week. May Manage Wechat subscription content, check organization event schedule and members (followers) birthday, finishing Q&A part everyday. - Division of labour: one group checks the number of hash tag and PV (Page View), reply public massages and comments; another group responses public questions and send information to followers (member). -Listing around five universities as internship and practicum pilots. -Meet with school related managers to reach an agreement about project (spending one to two weeks). -Draft an internship and practicum guideline with school staffs (one week). June 2015 (Summer vacation and internship and practicum period begin) -Conduct students to participate daily work to check work efficiency, like creating poster, marketing plan for next event or season. (Four months to September) July Continue orderly implement everything. August Continue orderly implement everything. -Observe how things going on and make analysis and reasonable anticipation. September 2015 (Summer vacation and internship and practicum period end) - Collating of data of how many student participate in TAOMPA with different ways. - Collating of data of whole situation with social media communication.

11 October 10, Continue orderly implement everything. -Plan Evaluation Day. ² Objective Two: Increasing funding by 10 percent by October 10, April Summarize how many renovation and repair works need to be done. - Starting cleaning and supervision project. -Contact plant supplier and draft out Tree Adoption contract. -Hold Tree Adoption activity every weekend. (During Spring to Fall) -Meet with other park administrators to talk about Group Ticket project idea. May Check information receiving situation about cleaning and supervision project on Renren and Weibo once a month. Calculate its total amount. -Make budget plan and discuss altogether (Group Ticket project). -Confirm Group Tickets price and start to sale. June Do market research on public people consumer psychology, learning their consumer capacity and price expectation. -Design online survey questions. -Interview with sample demographic. July Prepare charity party. -Implement dynamic pricing strategy on special events. -Regarding tick-selling condition to summarize how much food and drink should be provided and its cost. August Statistical data of daily tourist amount (Group Ticket project). -Compare ticket-selling amount with regular type and Group Tickets type.

12 -Prepare traditional Chinese painting and calligraphy exhibition. -Regarding tick-selling condition to summarize how much food and drink should be provided and its cost. September Recalculate cost and profit after price change. October 10, Continue orderly implement everything. -Plan Evaluation Day. Resources: -Personnel: two group of marketing teams around 40 people; internes; around 5 planters; -Media: Renren, Weibo, Wechat, Website -Printing, production, and distribution: poster, flyer, guideline, and contract -Sponsors: Five universities, another four altar parks, Beijing Municipal Government and Chinese Academy of Sciences Budget: -Create Renren, Weibo, Wechat website is free - Labor hours are all free - Survey creation is free - Printing (poster, flyer, guideline, and contract) will cost roughly 350 -Please make sure the cost of reservation of free food and drink will only make up percent of whole profit -Outdoor venue fee for charity party will cost roughly

13 V. Evaluation Plan Objective One: Increasing TAOMPA s organizational awareness amongst collage students and youths by more than 15 to 20 percent by October 10, I recommend use online survey as evaluation method to measure quantitative and qualitative results. I will send out survey on March 25, 2015 to target market (including universities students we select and social public youth and senior) to see how many people have ever heard about TAOMPA and which channel let them know it (word-of-mouth). And ask them have they participated with TAOMPA with certain methods amongst people who heard about TAOMPA? How often connect with TAOMPA and how they evaluate TAOMPA and from 1 to 10 means uninterested to willing to engage. And I will send out the same survey to a similar target people on October 10, 2015 to see if there is any different response with the same questions. Then I will collect data and calculate the quantitative change and going to check which social media tools or other methods (internship) they used to engage with the organization. If the number of target people who are aware about TAOMPA has increased by more than 15 to 20 percent then it shows this goal is effective and has succeeded. Strategy one: Develop social media outreach strategy to target collage students and youths members. -Number of new followers on Renren, Weibo and Wechat -Amount of like Renren, Weibo and Wechat -Number of comments and hash tags every month -Number of Q&A happens every week Strategy two (mutual beneficial): Cooperate with university and collage project to setup credit-based internship and practicum opportunities. -Number of students searching practicum or internship project from social media tools

14 and word-of-mouth -Actual number of students engaged with practicum or internship project Objective Two: Increasing funding by 10 percent by October 10, Compared budget and account book between in marketing plan implementation process. If the amount of money (revenue) increased by 10 percent from March 25, 2015 to October 10, 2015, it can be said the second goal also to be successful. Strategy one (Experiential marketing strategy): Keep regular tickets price on 1 but provides VAS (value-added services) to charge additional fees. -Amount of penal sum -Amount of Tree Adoption program revenue Strategy two: Cooperate with other four altar parks to offer Group Tickets choice -Amount of Group Tickets revenue - Amount of non-group Tickets revenue Strategy three: Increasing tickets price from 8 to 15 during special event day with providing free reservation (fruit, snacks and drink). -Cost of free reservation fee -Cost and profit change of charity party, traditional Chinese painting and calligraphy exhibition -Number of tickets selling with different segments -Amount of special event revenue

15 Recommendations: l Mass media outreach strategy: Television Ads arouse and calls for whole citizen to concern about environmental protection and taking action from small things. Target Messages: -CCTV (China Central Television) is an attractive platform to intrigue more mass media communication youths to devote their passion and knowledge into TAOMPA. -PSA (Public service advertising) is TAOMPA first choice when considered mass media channel. Tactic: It was not strange to see many poplar stars or celebrities advertised for organization on CCTV. I have to admit it is a grate approach to let public know who is TAOMPA and what is TAOMPA doing. Celebrity charm is did a good idea. Relying on CCTV s public influence, any products advertised on CCTV always could win people trust and recognition. But considering its budget, costs and intense competition with other for-profit companies, considering put in broadcast channel is also a good opinion. These days, increasingly people own car and regarding driving as a popular travel mode choice. Listening to the radio is a daily behavior. What if we put PSA on FM radio? Using less cost to get better effect. l Marketing Strategy: ing target people with organization s relevant events, coupon-receiving opportunities and discount notification. Target Messages: As what I have said in Environmental Analysis, there is a little political difference in China. Whether TOAMPA wants to get the attention and support from international environmental protection organization, whether refers to go out or bring in, there are

16 all face a big challenge. In China, for example, the question of legalized and visa problem is the primary stress. Tactic: Social media like Weibo did ensure its broad brand awareness spread range, but there are hundreds of massages will be shown on a person s cell phone. So TAOMPA is very likely be drowned in the thousands of weibo. At this time, marketing is a good strategy to keep touch with target market at effect way. On one hand, marketing is not a popular marketing may in China so there is not so much will heap up in Inbox. On the other hand, with limited information (no more than 50 words) with limited sending times (no more than twice a week) will ensure every target people could receive it. Finally, be careful about NOT sending irrelevant information so many times to bother receiver. l International social media outreach strategy: Advertising on Facebook Target Messages: -The popularity of Facebook in the U.S. -CCTV also has its Facebook account Tactic: Making use of Facebook as an international platform to develop TAOMPA brand awareness. Rely on CCTV channel to spread TAOMPA institutional image and information.