Rebirth: My dad is too obedient

Chapter 345 Figure it out
Dongchen Advertising, conference room.

Gu Xinxin opened the plan document that had been sent to him on the big screen.

Xu Chen thought about it and said:
"If you need to explain the plan verbally later, let Teacher Xinxin do it!"

Gu Xinxin nodded in response.

After all, it is a serious telephone proposal, so it is more reassuring to hand it over to Gu Xinxin who has work experience.

In response, Wu Feifei and Jiao Tianbo nodded and did not have any major objections.

Wu Feifei stared at the advertising slogans on the screen and couldn't help asking:
"Does Director Lou have any initial feedback? Which sentence did they like?"

Jiao Tianbo: "I didn't say which sentence I liked...

But Director Lou said she wanted to talk over the phone and even invited her leader to come over, which shows that she is still very interested in our plan. "

Wu Feifei looked very happy:
"Then do you want to make a bet?"

Jiao Tianbo: "What are you betting on?"

Wu Feifei: "Let's bet on whose slogan will be chosen!"

Jiao Tianbo straightened up, revealing a touch of confidence:
"Okay!"

Those four slogans were being played on the big screen.

[The spring scenery of Mingyue Mountain is beautiful and pleasant]

【Livable Yichun】

【A year's plan is in Yichun】

【A city calling for spring】

……

Xu Chen smiled and asked, "What do you do if you win, and what do you do if you lose?"

Jiao Tianbo frowned, as if he was thinking seriously.

Wu Feifei said:

"Just use your boys' way of rewarding and punishing. Whoever wins will be considered awesome!"

Xu Chen: “…”

Gu Xinxin: “???”

……

A few minutes later, the call was connected.

As the contact person of the project, Jiao Tianbo first introduced the staff of Dongchen Advertising.

Director Lou Ting, who was sitting opposite, also introduced the leaders attending the meeting.

In addition to Lou Ting’s two colleagues from the Propaganda Department who attended the last meeting, there were also Secretary Ding Guoqiang from the Yichun City Propaganda Department and Director He Jie from the Tourism Bureau.

The fact that the leaders of the two departments could get together to attend this conference call shows that they attach some importance to Dongchen Advertising's proposal.

Dongchen Advertising greeted the two leaders opposite politely.

Secretary Ding Guoqiang of the Propaganda Department added:

"Vice Mayor Cheng, who led our project, also gave us a lot of care and guidance...

Deputy Mayor Cheng also read the advertising slogans submitted by Dongchen Advertising and was quite interested, which led to today’s phone call.”

Xu Chen took over the conversation, still using the corresponding system's rhetoric, and continued it a little:
“I would like to thank Vice Mayor Cheng, Secretary Ding, Director He, and Director Lou for their trust. It is a great honor for us to be able to participate in the publicity project of Yichun City…”

Director Lou took over the conversation and said:

"Mr. Xu, we have looked at our plan, but we still want to hear your proposal."

Xu Chen: "No problem. Then our planning director Gu Xinxin will report to the leaders."

Gu Xinxin cleared his throat and took over the conversation.

The plan itself was compiled by Teacher Xinxin, so the proposal came naturally to him.

Xu Chen listened silently and couldn't help nodding in his heart.

I was indeed right about the person. Gu Xinxin's overall quality and professionalism are still acceptable.

The proposal was well-spoken and logically presented, with the key points grasped, and he was not at all stage-frightened.

In the future, you can feel more at ease handing over some small projects to Teacher Xinxin.

The proposal was not complicated, consisting of a strategic deduction and four slogans.

After Gu Xinxin finished speaking, he waited for feedback from Director Lou.

There was a slight pause on the other end of the phone, as if there was some quiet discussion going on.

Jiao Tianbo cleared his throat and said:
"Director Lou, can I add a little more to the first promotional slogan we are promoting here..."

Having said that, he began to speak at length about his sentence "The spring scenery of the mountain under the bright moon is intoxicatingly beautiful and makes me happy with the spring feelings."

Xu Chen just listened quietly without interrupting.

Wu Feifei seemed to find it funny and exchanged a look with Xu Chen.

After Jiao Tianbo finished his general talk, Lou Ting on the other end of the phone said:
"Okay, thanks for Tianbo's supplement!"

Jiao Tianbo: "Director Lou, please see if the leader has any questions or anything we can discuss."

Lou Ting paused:
"Okay. Actually, we want to discuss the last promotional slogan. What is your packaging idea..."

"..."

As soon as the words were spoken, the atmosphere in the conference room became a little weird.

The last sentence is naturally Xu Chen’s promotional slogan of “Spring Calling”.

Jiao Tianbo frowned, showing a look of incomprehension.

Wu Feifei looked at Xu Chen and also showed an incredible but surprised smile.

I really can't believe that the other party would actually be interested in the slogan "Moaning".

Xu Chen took over the conversation and said:
"The last time I talked to Director Lou over the phone, I mentioned the promotion problem of Yichun City...

The main thing is to solve the problem of "popularity".

At present, few people outside Jiangxi Province have heard of the word "Yichun".

In some investment promotion occasions, many companies and investors, upon hearing the name "Yichun", would ask where exactly it is.

A place that I have never heard of, coming here to invest and build a factory, naturally there will be a little more concerns..."

"So, in Dongchen Advertising's understanding, the promotion of Yichun City this time, promoting Mingyue Mountain and its tourism resources is still secondary...

The most important thing is to increase the popularity of Yichun.”

"The slogan 'Yichun, a city calling for spring' was created based on this focus.

This sentence is here, and I don’t actually need to explain too much.

Whenever you see or hear this promotional slogan, you will be impressed and remember the city of Yichun instantly.

Moreover, this sentence itself has strong topic and communication properties, and does not require too much media placement; it will naturally be spread and discussed.

It is equivalent to using a very small project budget to achieve the purpose of publicity..."

Xu Chen did not elaborate too much, but just explained the core strategy briefly.

What it is targeting is naturally Yichun City’s current biggest “pain point” in publicity and promotion.

There was a slight pause on the other end of the phone, and Lou Ting spoke again:

“Thank you Mr. Xu for your explanation. Please wait a moment. Several leaders here need to discuss something.

I'll mute it first!"

Xu Chen: "No problem, Director Lou."

……

There was no movement from the other end, probably Jingyin was discussing something.

Xu Chen winked at Jiao Tianbo, and the "nerd" instantly understood and muted the microphone.

Wu Feifei looked at Xu Chen and said with a smile:

"I never thought they would be interested in the phrase 'moaning'!"

Jiao Tianbo frowned and said with his neck stiff:

“What Xu Chen said makes sense, it is very eye-catching and impressive.

But it’s still too negative. If I were a leader, I would never choose this sentence.”

He is quite direct in his words, worthy of being called the "nerd boy" with very low emotional intelligence.

Xu Chen: "This is the benefit of being the second party."

Wu Feifei: “What do you mean?”

Xu Chen: “We only need to provide options, and the decisions are made by Party A.

Of course, the consequences and risks are also borne by Party A.”

He looked at Wu Feifei again and said:
"It's mainly because the phrase 'calling for spring' is too eye-catching.

If there is no such sentence, your two sentences should be the best solution. "

Wu Feifei was stunned for a moment, then she showed a confident and happy smile.

Jiao Tianbo frowned and looked a little ugly.

Xu Chen naturally said this deliberately.

Firstly, it is still necessary to provide some emotional value to the "leader's daughter" to make her feel more involved.

Secondly, the blindly confident "academic master" Jiao Tianbo really needs some setbacks.

……

After a full ten minutes, the other side finally finished the discussion.

Director Lou Ting said:

"Mr. Xu, let's discuss this together.

At present, we prefer two promotional slogans internally.

'A year's plan lies in Yichun'.

'A city screaming for love'..."

After he finished speaking, Xu Chen smiled and glanced at Wu Feifei opposite him.

Wu Feifei was stunned for a moment, then showed an expression of great joy.

Jiao Tianbo, on the other hand, frowned, looking confused.

The phrase "intoxicating beauty" that he had been thinking about was not mentioned at all...

Lou Ting continued:

“Our leaders’ opinion is that the phrase ‘A year’s plan lies in Yichun’ can be considered as an alternative plan.

It is also the most appropriate slogan we have seen so far. "

Xu Chen looked at Wu Feifei and gave her a big thumbs up.

Lou Ting: "But the phrase 'a city screaming for love' is still more unique and unforgettable.

Just as Mr. Xu said just now, this sentence itself is very topical and has a high degree of spread.

But we are still worried about negative associations and public opinion risks..."

The other party has not finished speaking, but since he has expressed his concerns, he is raising the question for "discussion."

Xu Chen naturally knew it well.

Leaders need more reasons to make decisions.

Xu Chen pondered his words for a moment and said:
“In the advertising industry, there is never the best solution, only the most suitable solution.

Ultimately, you still have to make trade-offs.

The slogan "calling for sex" has both obvious advantages and disadvantages, so it ultimately comes down to a question of trade-offs.

We need to look at the current publicity and promotion of Yichun City to see what core problems need to be solved and what goals need to be achieved.

It is difficult to have the best of both worlds if you are afraid of being famous and afraid of being fat. "

On the other end of the phone, Secretary Ding Guoqiang of the Propaganda Department said:

“Mr. Xu, we still don’t want to give up this sentence easily.

The main reason is that this sentence is so special and so impressive. Is there any way to avoid negative associations? "

Xu Chen paused for a moment, then spoke again:

"Of course we have a plan. Last time, Director Lou requested that in addition to the promotional slogan, he also wanted a complete event planning plan.

"A city screaming for love" is just a promotional slogan, and it still needs an activity plan to carry it forward.

Subsequent activities and publicity can be used to dispel the negative associations.”

Ding Guoqiang: “I’d like to hear more details.”

Xu Chen took the shortest possible time to sort out the thoughts in his mind.

He turned his head and looked at Gu Xinxin again, and gave her a wink.

Gu Xinxin understood what he meant and quickly created a new document on the computer and started taking notes.

Xu Chen:

"First, we need to give a new definition and interpretation to 'a city screaming for love'.

Yichun's moaning is not the same as the "moaning" in association, but has its own connotation and meaning.

Yichun, called Chun.

What is 'Spring?'

Here, we can package all of Yichun City’s tourism resources, local customs, investment advantages, etc...."

“For example, you can try to interpret it this way.

Yichun, a city calling for spring.

What is the "Spring" in Yichun? Why is Yichun called "Spring"?
Because of Yichun, there are 'Wuchun'.

Spring springs, spring mountains, spring colors, spring moon, spring breeze.

Chunquan is the unique hot spring scenery in Yichun.

Chunshan is the tourist attraction Mingyue Mountain.

Spring is the scenery of a sea of flowers.

In spring, people go on night tours in mountains and forests and visit gardens to admire the moon.

The spring breeze is the spring breeze of reform and opening up, development and construction, which can be packaged into economic resources and investment policies..."

“Of course, I’m just giving an example.

It still needs to be refined and polished based on Yichun’s local resources and the city’s selling points…”

As soon as the words fell, there was an exclamation from the other end of the phone:

“This is a good idea!
'Spring call' depends on how you interpret it...

Use 'Wuchun' to redefine the 'Spring' of Yichun! "

"That's a good idea indeed. Yichun is originally called 'Chun'!
Misunderstanding is the best dramatic conflict. The misunderstanding caused by "moaning" makes people smile...

But we will come up with a formal interpretation of ‘Spring Calling’ later…”

……

In the conference room.

Wu Feifei looked at Xu Chen with a smile, her eyes seemed to say: It's amazing that you could come up with this idea...

Jiao Tianbo frowned and pondered, as if he was trying to open his mind.

Gu Xinxin was typing on the keyboard, nodding and taking notes seriously.

The other end of the phone paused for a moment, and then Xu Chen spoke again:
"Reinterpreting and redefining 'moaning' is the first step.

The second step is to use an event and publicity to undertake...

Since it is called 'Spring', it is most appropriate to arrange this event during the Spring Festival and Spring."

Xu Chen paused again deliberately.

On the other end of the phone, Director He Jie of the Tourism Bureau said:

"Mr. Xu, do you have an idea?
I would like to hear more details! "

Secretary Ding Guoqiang of the Propaganda Department also spoke up:

"Mr. Xu, your interpretation just now has already surprised us.

We also hope you can give us your advice on the ideas for the event.”

He paused for a moment and continued:

“We still need to report this project to Vice Mayor Cheng.

But under the current circumstances, at least Director He and I are inclined to favor Dongchen Advertising's proposal.

I think the promotional slogan "Calling for Spring" can be used as the main promotional slogan.

The phrase "a year's plan" is an alternative...

With these two sentences, I think Deputy Mayor Cheng will also approve of Dongchen Advertising. "

The implication is actually very clear, which is to promise the project to Dongchen Advertising.

However, Ding Guoqiang did not make any final statement as he still had one step left to report to Vice Mayor Cheng.

Jiao Tianbo was stunned for a moment, then he naturally understood.

He looked up at Xu Chen and couldn't help but smile.

The "genius brother" was really surprised. He didn't expect that he could actually get this project.

Wu Feifei was smart and naturally understood what the other end of the phone meant. She couldn't help but give Xu Chen a thumbs up.

Xu Chen did not keep the secret any longer and said:
"Regarding the activity plan, I have roughly thought about it and it can be divided into four steps to promote it..."

Gu Xinxin put his hands on the keyboard and began to take notes seriously.

"After all, the slogan 'calling for sex' is still somewhat controversial, so it is not appropriate for us to publish it directly in the larger official media.

So the first step:
Use a slogan that is both serious and humorous, choose a period of time that is both work and rest, and post it on a website that is both official and civilian.

I suggest that around the Spring Festival, the slogan "Calling for Spring" be posted on the "Yichun City Tourism Network".

The 'Travel Network' is backed by the Tourism Bureau, but at the same time it is a relatively civilian-oriented website. It does not have strong official attributes and can avoid some risks.

If the controversy is really too great, we can avoid official identities and just treat it as private propaganda.

The reason why we chose the period around the Spring Festival is that it fits the time period of "Spring" and it is also the time period when friends and family gather to relax, which is also easy to spread the topic. "

"The second step is to let the topic ferment and spread, so that more people will know the name of 'Yichun'.

At this stage, the authorities should not intervene, but discuss and spread the issue from a civilian perspective.

I suggest that we start topics and discussions on the 'Yichun City Tourism Network' and other Yichun local forums from the perspective of real netizens and users.

Afterwards, based on the spread of the content, it will be directed to communities such as Mop and Tianya to expand its influence and reach.

"A city screaming for love", such a catchy promotional slogan will inevitably attract strong attention and discussion in the current network environment.

In this process, our main goal, to let more people across the country know the name 'Yichun', has actually been achieved."

“In the third stage, when the topic reaches a certain level of popularity, the authorities can intervene from the sidelines.

We can use the local media in Yichun to guide and discuss the topic of "Spring Calling", which can increase the popularity and begin to guide the interpretation of Spring.

In addition, after the Spring Festival, we can invite cultural celebrities or writers from all over the country to "appreciate the spring" at Mingyue Mountain.

And produce a series of articles, manuscripts and news.

As the topic of 'Spring Calling' spreads, the publicity about Yichun's tourism resources will certainly attract widespread attention."

“The fourth stage is the official topic harvesting.

Yichun's official media interprets Yichun's "spring" from an official perspective.

To define the “five springs” of spring spring, spring mountain, spring color, spring moon and spring breeze…”

"During this process, the topic and spread of 'moaning spring' has always been biased towards the people, avoiding some official attributes and trends.

The official is like a "leverage" role, taking advantage of the topic's popularity to promote the reputation of "Yichun"..."

Xu Chen took his time and gave a general explanation of the core steps of the activity.

Wu Feifei looked at Xu Chen with an incredible look on her face.

Finally, he couldn't help but raise his hand again and gave "Mr. Xu" a thumbs up.

Jiao Tianbo listened carefully and couldn't help but nodded silently.

The solution ideas that Xu Chen provided were naturally a summary of his experience in communication in his previous life.

This kind of topic hype and closing tactics using "Internet thinking" can be considered a dimensionality reduction attack at the node in 2006.

At the same time, he also combined the conventional routines and resources of prefecture-level city propaganda, which could mobilize local media without having to apply for too much additional media budget.

Although Xu Chen's idea seemed to be a temporary one, in fact, all the details had been taken care of.

……

After Xu Chen finished his explanation, the scene quieted down for a moment.

I heard a few low voices on the other end of the phone, and then heard some laughter:
"That's great, Mr. Xu! This plan is very good, it's a big surprise!"

"Yes, we have also looked for several planning companies, but yours is more professional!"

"With the activity ideas you just mentioned, we will be able to report to our leaders boldly!
This way, we can avoid the official identity and also take advantage of the discussion and popularity of the topic! "

"Yes! The authorities are just taking advantage of the situation, and the content they produce is very positive and constructive!"

"Thank you so much, Mr. Xu!"

……

Xu Chen half leaned back in his chair and breathed a sigh of relief.

Just a little effort and it's easy to control!
However, we still have to wait for the other party to report it to the deputy mayor, but I don’t think the problem will be too big.

A project budget of 300,000 or 500,000 is considered very good. After all, it does not take up too much of Mr. Xu's energy and time.

On the other end of the phone, Director Lou Ting spoke again:

"Mr. Xu, could you please sort out the 'Five Springs' that we just mentioned, as well as the subsequent activities?"

Xu Chen: "No problem, we will produce a complete plan and it will be sent to you tomorrow."

As he said that, he turned and looked at Gu Xinxin.

Gu Xinxin said nothing and nodded at Xu Chen.

Lou Ting: "Thank you very much, Mr. Xu! We will arrange a time to report to the leader after we get the plan!

We will follow up if there is any follow-up news...

If the project is to be implemented later, we will need to trouble Mr. Xu more."

Xu Chen: “Director Lou, you’re too polite.

The plan we provided is just a framework. If the report is passed and enters the implementation stage, there are still many things that need to be considered and determined. "

The two sides exchanged pleasantries for a while before hanging up the phone.

Xu Chen stretched and said, "I'm hungry, let's eat!"

……

……

The food from Xiyuan Canteen has already filled the table in the conference room.

When Sun Amy heard that she had got another project, she looked very happy.

Xu Chen smiled and said, "It has not been finalized yet. I still have to report to the leader."

Wu Feifei: "The report is just a formality. Secretary Ding and Director Cheng have already approved of your proposal!"

Xu Chen smiled and said, "It's mainly because of Miss Wu's 'one-year plan'. Otherwise, no one would dare to report the plan of 'calling for spring' alone."

Xu Chen was not talking nonsense.

After all, the "calling for spring" plan was still too controversial. With Wu Feifei's words "A year's plan lies in Yichun" as an alternative, Secretary Ding and others were more willing to report it.

After all, if the "Spring Calling" plan is rejected, there is another safe plan behind it.

"Academic master" Jiao Tianbo said nothing and ate his meal in silence.

He suddenly nodded and said:
"Xu Chen, I thought about it carefully again.

What you just said seems to make some sense..."

(End of this chapter)