FW: Magazine

By Chelsea Dvorchak, Shujian Li, Colin Herzog, and Yang Jiao

Current Assessment of FW: Marketing Challenge-Brand Development

-Commit on both the micro and macro level to a stance or idea

-Commit to a plan and a theme will build the brand and its visibility.

-Distribution Plan

- Develop efficient and effective distribution plan

-Increase traffic for online content and media

Business Problem

-Engage and form relationships

with readers

-Increase readership and brand loyalty

Goals-Short term goals (1 year)

-Increase brand awareness and readership

-Increase local partners and distribution locations

-Increase print and digital ad revenue

-Long term goals (2-5 years)

-Increase brand loyalty -Increase circulation to 50,000

-Build partnerships with local businesses and organizations for distribution strategy

WEAKNESSES: - Doesn’t commit to a unique theme- Doesn’t take advantage of incorporating Chicago’s distinctive culture

OPPORTUNITIES:- Historical comparison, comparing women and culture 70-100 years ago

alongside women culture of today- Incorporate more classic and unique content about Chicago

Market Analysis

NEW INDUSTRY TRENDS:● Increase digital content and advertising

MARKET DEMANDS:Incorporation of humor, informal voiceVideos and imagesUtilization and incorporation of social

media

Survey

● Subscription, digital version● Brand entertainment, utilization of social media● Most readers access digital magazines through smartphones

Brand Development Strategy

FW: Learn Your Past, Know Your Present, Control Your Future.

“The decade was a flurry of cultural and socioeconomic changes that would come to epitomize the forward-thinking mentality of the era.”- WGSN

Brand PositioningMessage:

- All Chicago women have a voice and forum for dialogue

- We can learn from the women and times that came before us for inspiration and ideas for moving forward.

- Women should be involved in the cultural energy of Chicago

Product Development

AestheticClassy tone Relate vintage

and modern

- Deep, muted tones and colors

- Black and white photos

- Vintage style fonts

- Artistic 20s-40s style sketches, Art Deco styles

ContentReoccurring:

Side-by-side profiles of prominent women, then and now.

Features on Chicago’s “hidden gems.”

Include articles focused on local and national political issues, particularly those concerning women’s rights.

Pricing Strategy and Sales Promotions

Sales- Offer alternative covers - Include coupons for FW

network of businesses and local partners

- Buy a year subscription and get 20% ticket to annual FW party

- Seasonal Discount: offer a 20% discount on an annual subscription from November 26-December 23.

Pricing- Remain free - $20 for 1 year subscription- $3.99 for print back issues

Media Strategy -Media to prioritize:

-Social Media: all year-Facebook, Twitter, Instagram

-Convenient, interactive, and relatively low cost-Print: 5 months

-Magazine ads (Make It Better)-Demonstrates faith in print and is often more intimate due to

less distractions-Out of Home: 6 months

-CTA, Billboard, Online Advertising -Reaches a most of target demographic-Emphasizes physical distribution and local partners

Social Media - Instagram:

- photos from past and present Chicago

- Local photographers submit photos

- Facebook:

- Monthly cultural challenge, photo prompts

- post humorous comments, interesting/relevant quotes

- include content about behind the scenes, staff/FW Office

- Twitter:

- Promote local events

- Interesting quotes, photos past and present

- trending hashtags

Social Media (continued)-Reddit:

- “Front Page of the Internet”

-create community-post videos, images,

links, start dialogue-Warning: can’t be just

an extension of your site-Most useful Feature: Ask

Me Anything + writers or spotlighting local women

-Foursquare:-Brand Pages-add tips for locations

that readers check in at-highlight weekly

recommendations, share through other social media as well

FW: YouTube Channel-How-To Videos

-decorating, house maintenance, health or injury, etc-Local business spotlight

-tours-interviews

-This Day or Week in Chicago History-biweekly or monthly political issue spotlight: explain it, demonstrate both sides-Branded Entertainment

Branded Entertainment Example

Creative Strategy-Goal:

-To increase readership and subscribers.-Audience:-Chicago women, between 25-55, that live either in the city or near suburbs, and

consistently travel to the city to work or party. -focus is on potential subscribers to the print edition, educated and professional women-Other focuses: politically active or opinionated, nostalgic, enjoyers of art and music,

history buffs.Message:-“The past repeats itself.” Utilizing this theme to demonstrate the importance of both

historical context and its relevancy today-take photos and statistics from the 1920s, 30s, and 40s and line them alongside a

recent example. -the vintage culture is finding its way back to the mainstream-it is a testament that Chicago’s cultural past is crucial to understanding its identity and

its present, as only then can your readers steer its future. As our slogan goes: “Learn Your Past, Know Your Present, Control Your Future.”

Samples

Samples

Budget

ROI

ROI: (Estimated Revenue-cost)/cost

**Print: 12,300 potential subscribers x $20.00 annual fee = $246,000.00

***Out of Home: $40,000 potential Lamar billboard revenue + $359,279.40 CTA potential revenue = $399,279.40

****Web Advertising: $8,400.00 potential Amazon revenue + $2,016.00 potential Reddit revenue + $5,544.00 potential Make It Better revenue = $15,960.00

Measurement1.Increased Brand Awareness

-increased likes, shares, followers, and views.2.Increased Revenue

-Sales-We will measure the ROI on sales compared to our estimated numbers.

-note the media strategy timeline and the number of new subscriptions that are purchased during and the next week after the respective ad medium’s usage.

Thank You