Shuangtang Community of Yixin Street, Wenjiang District, Chengdu is formed by the merger of the original Shuangtang Community and the original Zhujiamiao Community, after the merger of the community, people from different communities gather, breaking the familiar situation of the original community residents, but also making the residents' social network no longer effective, the new social network can not play a role or has not yet been formed, the community lacks a systematic brand development plan, brand projects, brand activities, and lacks its publicity and display platform, the influence is not enough, hindering the community self-organization construction and sustainable development. As a result, community residents' sense of identity and belonging to the community is not high, and their participation and cohesion are insufficient, which seriously affects the construction of harmonious communities.
In order to meet the needs of residents to strengthen their understanding, sense of identity, sense of belonging, participation and cohesion, promote the construction of community brand development planning and its publicity and display platform, enhance community brand influence, and help community self-organization construction and development, the 2022 Shuangliu District Urban and Rural Community Development and Governance Special Guarantee Fund Project - Community Planning and Brand Communication Project was implemented from June 2022 to May 2023.
Through the production of community videos as the entry point and strategy, the project takes the five beauty working methods of "seeking beauty", "shaping beauty", "creating beauty", "painting beauty" and "praise" as the implementation path, links multiple forces in the community to participate, and establishes the "Five Beauty Action Group" and the community brand think tank, as the main body of project implementation, carries out various forms of five beauty series of theme actions, excavates community treasures, stimulates residents' enthusiasm for participation, gives full play to the effectiveness of community social networks, unifies thinking, acts collectively, and jointly plans and disseminates community brands. With the cohesion of community brands, cultivate self-management, self-learning and self-education of community residents, help community self-organization construction and development, jointly build and co-govern and share, and promote the construction of harmonious communities.
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Step 1: "Happy ★ and Beautiful Shuangtang" resource convergence theme action
1. "Happy ★ Beauty Shuangtang" community residents meeting, with the production of community brand video as the starting point, linkage with the existing volunteers, property and resident backbone participation in the community, carry out project publicity and promotion, jointly sort out, classify and tap community resources, understand the needs of residents, and produce a list of project services;
2. "Happy Beauty Shuangtang" resource convergence salon activity, according to community resources, project service list, jointly plan video production ideas and content, so as to initially form a community brand video production framework and community brand planning ideas pheasant, reach multi-party cooperation, set up the "Happy ★ ★ Beauty Shuangtang" Five Beauty Action Group, 12 members, build a "Five Beauty Action Group micro group, pay attention to 15 people, jointly formulate and sign the group convention and system, and finally determine the team leader as Xu Qinglong and Fu Pingshen, with the slogan "Five Beauty Come On", Develop an action plan and divide labor in groups to integrate the participation of multiple forces and lay the foundation for the full implementation of the project.
Step 2: "Happy ★ and Beautiful Shuangtang" Five Beauty Theme Action
1. "Seeking Beauty" search theme action
With the cooperation of the social workers of the project, the Five Beauty Action Team visited the courtyard, placed "Seeking Beauty" mailboxes, exhibition shelves, put up "Seeking Beauty" posters, "Seeking Beauty" prize community story collection, "Seeking Beauty" cultural and creative logos and their series of products collection, explored community treasures, and linked multiple forces to participate.
Through the theme of beauty seeking activities, the "Happy ★ Beauty Shuangtang" beauty community resource map is formed. During the process, the micro-group of the "Happy ★ Beauty Shuangtang" Wumei Action Group increased from 15 to 77, and continued to increase, expanding residents' awareness and increasing participation. At the same time, the effectiveness of the Five Beauty Action Group was more deeply exerted in the process, and 3 members of the community brand think tank were produced, which laid a good foundation for the demonstration of community brand planning.
2. "Shaping Beauty" theme action:
(1) "Happy ★ Beauty Shuangtang" Wumei Travel out-out visit activities
Visit the red base, study tours, learn experience, unify ideas, interact and communicate, promote integration, increase cohesion, and prepare for the next step of overall community planning and promotion.
(2) Five beauty workshop theme salon activities
Discuss, discuss, plan and design the brand planning ideas of "Happy Beauty Shuangtang" - taking "beauty" as the point and displaying "Happy ★ ★ Beauty Shuangtang" in multiple dimensions; With the "Happy ★ Beauty Shuangtang" Five Beauty Action Team as the main core force, determine the action plan, participate in the responsibilities of personnel, determine the communication mechanism, and divide labor: material collection, classification, upload, archiving and information feedback.
(3) "Happy ★ Beauty Shuangtang" - community planning and brand communication project press conference and community think tank expert appointment ceremony
In cooperation with the School of Social Development of Southwest University of Finance, Dr. Gu Minmin and Professor Wei Zhenyu were hired as expert members of the community brand think tank and the appointment ceremony was carried out, and the media tracked and released it, injecting professional and diversified forces into community brand planning.
(4) "Happy ★ Beauty Shuangtang" community brand planning demonstration meeting
After many forms of solicitation of opinions, discussion and co-planning, and under the guidance of community think tank expert members, with community brand video production as the starting point, the final draft of the "Happy ★ and Beautiful Shuangtang" community brand planning - beautiful residents, beautiful governance, beautiful life as the main core ideas was evaluated in the demonstration meeting.
Through the plastic beauty theme activity, the online microgroup attention rate increased to 95, and 100 residents participated in the offline activity, linking multiple forces to participate, and produced 7 members of the "Happy ★ Beauty Shuangtang" community brand think tank, including 3 resident members, 3 expert members, and 1 community property representative. Completed the "Happy Beauty Shuangtang" brand video production outline and production action plan, and initially formed a set of "Happy ★ ★ Beauty Shuangtang" community brand planning system in Shuangtang community.
3. "Create Beauty" theme action:
(1) "Happy ★ Beauty Shuangtang" beauty creation manual training course
According to the overall community brand planning, through the Chuangmei community classroom, carry out online and offline aesthetic topics, parent-child hand-painting, household waste utilization, tie-dye and beauty pinning and other handicraft and beauty community practical application theme content training and skill transfer, improve residents' hands-on ability, promote community all-age interaction, and cultivate the "Lucky ★ Beauty Shuangtang" Five Beauty Action Group self-learning and self-management in the process, and play its exemplary leading role.
(2) "Happy ★ Beauty Shuangtang" and "Chuangmei" Story Collection Salon Activity 1 time
Tell the stories around you, share the stories of respecting the old and loving the young, family harmony, good people and good deeds, and volunteer services for epidemic prevention and control, showing the beautiful life style of the beautiful residents of the happy Shuangtang community.
Through 11 themed activities of creating beauty, various kinds of residents' creative works were produced in various forms, which improved the quality of residents, improved the self-organization and comprehensive management ability of the "Happy ★ Beauty Shuangtang" Wumei Action Group, enhanced residents' cohesion and creativity, and enhanced residents' centripetal force and collective action.
4. "Painting Beauty" theme action
(1) "Happy ★ Beauty Shuangtang" and "Painting Beauty" My Home Theme Activities
Through the cultural corridor and idle space in Area A of Heyun Jiayuan, using the skills and knowledge learned in the classroom of Chuangmei Community, under the guidance of the painting designer, a total of 100 square meters of cultural corridor of the courtyard public space - is "painted" in the form of color painting and beauty painting, so as to enhance residents' sense of belonging, identity and sense of gain, and show the results of community self-organization and growth of the "Happy ★ Beauty Shuangtang" Five Beauty Action Group in the process.
Pre-action courtyard space and site photos:
"Picture Beauty" My Home Action Photo:
"Beauty Beauty" My Home Action Completion Scene Show:
(2) "Happy ★ Beauty Shuangtang" and "Painting Beauty" salon activities 1 time
Relying on the overall system planning of the community brand, the activity highlights, collection content, and beauty creation works produced in the series of activities of seeking beauty, shaping beauty and creating beauty will carry out the "Happy Beauty Shuangtang" My Home Picture Talk Activity, work sharing, selection of "Happy Beauty Shuangtang" My Home works, discuss and select its production of "Painting" "Happy ★ Beauty Shuangtang" series of postcards, welcome calendar, "Happy ★ ★ ★ Beauty Shuangtang" logo and its series of products.
5. "Praise" theme action - "Happy ★ Beauty Shuangtang" brand release and diversified communication
(1) "Happy ★ Beauty Shuangtang" video album production:
Summarize and sort out the video materials throughout the operation, and complete the "Happy Beauty Shuangtang" brand video composed of beautiful life + American residents + beauty governance according to the theme content of the "Happy Beauty Shuangtang" community brand planning system and "Happy ★ ★ ★ Beauty Shuangtang" brand video produced by the Plastic Beauty Action, and officially release it to the public and promote and disseminate it in the media and various types of platforms.
(2) "Happy Beauty Shuangtang" Welcome "Praise" Write Spring Festival Couplings and New Year's Theme Salon Activities: Linkage with residents of the Community Calligraphy and Painting Association to write "Happy Beauty Shuangtang" themed Spring Couplings and New Year Painting Exhibition and display, and send Spring Couplings, New Year Paintings and "Happy ★ ★ ★ Beauty Shuangtang" My Home Works Series postcards, New Year desk calendars, cultural and creative logo series products to the homes of community veterans, low-income households, and empty nest elderly.
(3) The "Happy ★ Beauty Shuangtang" Five Beauty Action Group linked community residents and all parties to watch the video, publicize and promote, and interact with 5,000 likes.
Step 3: Summarize, share, and reflect
The project completed the community video production through the Five Beauty Theme Action, with the help of video production, the community brand planning and its various forms of communication were initially formed, accompanied by confusion, joy and joy in the process, and the community self-organization of the "Happy ★ Beauty Shuangtang" Five Beauty Action Group grew and developed... The action group respectively carried out the joint meeting on new development of community planning, the project summary meeting and the experience sharing meeting, providing ideas and suggestions for the further improvement and sustainable development of the community brand in the next step.
Through project implementation, standardize management and construction mechanisms, promote community self-organization construction and development, and form a set of residents' self-organization participation and co-construction, residents' deliberation and consultation mechanisms: demand collection - material collection - sorting and summarizing and decision-action plan formulation - division of labor - linking resources - implementation - publicity - feedback - total reflection - optimization development.
The picture above shows the "Happy ★ Beauty Shuangtang" Five Beauty Action Group Group Statute-Action Log-Experience Sharing
The project takes the production of community brand videos as the starting point, links multidisciplinary and diversified resources, jointly builds a community brand think tank, discusses brand planning and communication together, and produces "beautiful residents + beautiful governance + beautiful life" as the main core content of the community brand planning system, postcards, welcome calendars, and "Happy Beauty Shuangtang" cultural and creative mineral water as the brand communication carrier of Happy ★ ★ Beauty Shuangtang. In this way, it will drive the reshaping and effectiveness of residents' social network, promote residents' integration, strengthen residents' cohesion, centripetal force, and action, and enhance residents' sense of belonging, acquisition and happiness. Solve the problems of lack of systematic brand development planning in the community, the construction of brand projects and brand activities, and the insufficient influence of publicity and display platforms, help the self-organization and sustainable development of the community, and strive for harmonious community construction.