The Promotion Plan Of Nandu Campus Workstation

NanDu Daily which founded in1997belongs to Southern Media Group, mainly covering Guangzhou,Shenzhen and the Pearl River delta region, and distributing in Hong Kong and Macao whose marketcompetitiveness and operating revenue ranked the top three nationwide for many years. But face to thegrowing challenge from network media and hand-held terminal, traditional media, represented bynewspaper and magazines have embarked on the road of upgrading and transformation under the pressureof the circulation and advertising revenue.Since May2012, NanDu Daily has begun whole media transforming and upgrading. The businessunits including NanDu.com, NanDu Weekly, Fashion weekly, NanDu Andy、NanDu嘉华、China Fortune,Flash Sales, Media Brand Centre, Car Centre have more opening and independent operation. Especially forMedia Brand Centre, one of the original consuming divisions, is gradually exploring to seek businesscooperation and profit growth point on the basis of the existing resources and channels.NanDu Campus project in the Media Brand Centre, which aim to promote the Nandu brand influencein the campus, have been operated for two years and owned the better channel base. Business Promotionand precision marketing based on campus staff have expressed the great commercial value for this marketsegment.Therefore, Media Brand Centre is preparing to set up the “NanDu Campus Workstation” projectteam to achieve brand promotion and commercial profit. Brand promotion includes Campus Media, NanDuReporter Station, Campus Voice and Brand Activities. Depend on the existing campus channel resource,NanDu media resource, advertising customer resources and brand advantage of campus activities asbreakthrough, business plan is used to make individual investment programs for the company withcooperation intentions.Based on practical experience, this article will analysis basic information and project overview ofNanDu Daily, clarify internal and external environment, define project location, draw up marketingstrategy according to project characteristics and then describe the project promotion and business plan,explain financial plan and risk control finally.This article focuses on NanDu Campus Workstation project. Depend on project promotion andbusiness plan, we hope provide guideline for other brand’s transformation in NanDu Group and be inspiredand encouraged for traditional media brand operation.