How to Write a Good Planning Proposal and Execution Plan

About What to Do

When making a plan, we need a clear goal. A clear goal has a specific timeline and a measurable data outcome.

Let's look: on the left are two clear plan goals (e.g., the purchase conversion rate for Fans Tong should reach 15%, and this goal should have a time point, say August) with a time point and specific results. On the right are two vague goals, like "promote product X comprehensively." What does "comprehensive" mean? If the goal is vague, how can I break it down? How can I break down my work steps? It's impossible to break down, so everything you do lacks purpose.

Take a piece of paper and a pen, write out the plan structure. Before you really think about the creative ideas and structure, take out a piece of paper and a pen and write out the plan structure. One piece of paper is enough. You can first write down which parts your plan includes, set up the skeleton, and then fill in the details quickly.

About Doing It Well

User Survey You need to know who the target audience is for your plan. Find a portion of them, online or offline, and conduct one-on-one user surveys. Ask them what they think of the activity you have in mind: Would they participate? What do they most want to get from it? The purpose is to obtain useful reference information and basis for your planned activity, and adjust the activity's purpose and content based on the preferences of the target audience.

Content Testing For example, your company wants to do an event marketing activity on Valentine's Day, and the company needs product sales to reach 200,000 on that day. You create two types of activity content: A and B. Then you launch the activity to the market through WeChat as the distribution channel. Later, you need to know the effect: did activity A bring higher sales, or activity B? That is content testing.

Data Feedback Using the same example, after testing the activity effect, you study the sales data and find that on Valentine's Day, activity A brought only 80,000 in sales, while activity B directly brought 120,000. Then you know that next time you should do more activities like B. That is the feedback data gives you. Afterwards, you can adjust and optimize activities based on data feedback.

I've said a lot and analyzed what we really need to do. I believe you should now understand that all our work purposes and principles, whether writing planning proposals or executing activities, should be clear: you need effective traffic and