Your SlideShare is downloading. ×
Fadi Alqudimi • Usen Esiet • Jing JiangTaeKyung Kim • Siobhan O’ShaughnessyRatiporn Tantadvanickul
COMPANY!   First Published in 1929!   Newspaper for Japanese Americans!   501(c)(3) organization!   Published by the Japan...
CUSTOMER!     Print and Online!     Aged 50 years and older!     Well educated and affluent!     Primarily JACL members!    ...
COLLABORATOR!   Japanese American Citizens League (JACL)!   Launched in 1929!   Oldest and largest Asian American civil ri...
COMPETITION!   Hyphen Magazine  !    “Asian America Unabridged”  !    Online content and biannual print publication  !    ...
CLIMATE!   Shifting media consumption habits!   Economic decline!   Lost advertising revenue!   Newspaper industry suffered...
RESEARCH OBJECTIVES!   To develop a deep understanding of Pacific Citizen’s present    situation.!   To identify Pacific C...
HYPOTHESES!   H1: The Japanese American market—historically,    Pacific Citizen’s target audience—is not a viable    or su...
METHODOLOGIES                 Research Plan (28 April – 11 May 2012)	Sun	          Mon	          Tue	         Wed	        ...
Issue I: The Japanese American market is not a viable andattractive market for Pacific Citizen.                   Asian Po...
Issue II: Pacific Citizen has limited online awareness andinvolvement on social media platforms.   Source:   http://sitean...
Issue III: The decline of the newspaper industry threatensPacific Citizen’s current business.                    Newspaper...
Insight I: The Asian American population is an attractivemarket for Pacific Citizen.!   With a total population of 17.3 mi...
Insight II: Pacific Citizen has the potential to engage acommunity that has strong Internet usage and literacy.
Insight III: Pacific Citizen can leverage the recent rise of theniche magazine industry.Source: Audit Bureau of Circulatio...
Insight IV: Pacific Citizen is one of a few Asian Americanpublications, possessing both inherent strengths andweaknesses.!...
Insight IV: Pacific Citizen is one of a few Asian Americanpublications, possessing both inherent strengths andweaknesses.!...
“The new Pacific Citizen is theonly publication dedicated to providing national news and  human-interest stories that conn...
MARKETING OBJECTIVES!   Increase Pacific Citizen’s brand awareness    within the target market by 20% within 24    months....
MARKETING OBJECTIVES!   Increase new paid magazine subscribers by    100% within 24 months.!   Increase unique website vis...
COMMUNICATIONS OBJECTIVES!   Create 30% awareness of Pacific Citizen    among Asian American consumers aged 18    to 45 ye...
COMMUNICATIONS OBJECTIVES!   Encourage trial of Pacific Citizen among 10%    of Asian American consumers, aged 18 to 45   ...
COMMUNICATIONS OBJECTIVES!   Encourage trial of Pacific Citizen among 10%    of Asian American consumers, aged 18 to 45   ...
CREATIVE OBJECTIVES!   Launch four creative campaigns in a 12-    month period, complementing the IMC plan.!   Articulate ...
ELEMENTS OF CULTURE CAMPAIGN
ELEMENTS OF CULTURE CAMPAIGN
I AM ASIAN AMERICAN CAMPAIGN
P. C. COMING SOON CAMPAIGN
P. C. COMING SOON CAMPAIGN
P. C. COMING SOON CAMPAIGN
P. C. COMING SOON CAMPAIGN
WEBSITE
FLASH MOB CAMPAIGN
FLASH MOB CAMPAIGN
FLASH MOB CAMPAIGNForming the name:
I am proud ofbeing an Asian   American!
FLYER
IMC MIX!   Reach!   Impact!   Cost
SOCIAL MEDIA!   Facebook, Twitter, and Youtube!   Goals:  !  Generate Brand Awareness  !  Increase Brand Awareness  !  Bui...
OUT OF HOME!   Billboard!   Goals:   !  Generate buzz   !  Glean awareness about the Pacific Citizen brand   !  Strengthen...
EXPERIENTIAL MARKETING!   Flash Mob!   In 4 major cities with Asian American    population!   Goals:  !  Increase unique s...
BUDGET                      YEAR ONE(42,000 Subscribers, 30,000 Original and 12,000 New)Circulation Revenue (12,000 @ $40)...
BUDGET                      YEAR TWO(60,000 Subscribers, 30,000 Original and 30,000 New)Circulation Revenue (30,000 @ $40)...
BUDGET & MEASUREMENT!   Fundraising!   Sponsorship!   Online metric tools
“In any line of human endeavor,it is a simple fact of ethics that it always requires a great deal of     effort and energy ...
THANK YOU
Pacific citizen presentation
Pacific citizen presentation
Pacific citizen presentation
Pacific citizen presentation
Pacific citizen presentation
Pacific citizen presentation
Pacific citizen presentation
Upcoming SlideShare
Loading in...5
×

Pacific citizen presentation

165

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
165
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Pacific citizen presentation "

  1. 1. Fadi Alqudimi • Usen Esiet • Jing JiangTaeKyung Kim • Siobhan O’ShaughnessyRatiporn Tantadvanickul
  2. 2. COMPANY!   First Published in 1929!   Newspaper for Japanese Americans!   501(c)(3) organization!   Published by the Japanese American Citizens League (JACL)!   Based in Los Angeles!   Print circulation: 30,000
  3. 3. CUSTOMER!   Print and Online!   Aged 50 years and older!   Well educated and affluent!   Primarily JACL members!   78% live on the west coast; 66% in California
  4. 4. COLLABORATOR!   Japanese American Citizens League (JACL)!   Launched in 1929!   Oldest and largest Asian American civil rights organization in the United States
  5. 5. COMPETITION!   Hyphen Magazine !  “Asian America Unabridged” !  Online content and biannual print publication !  18 to 44 years; educated; professionals !  Integrated with social media platforms! KoreAm Journal !   “Korean American Experience” !   Online and monthly print publication !   18 to 44 years; educated; professionals
  6. 6. CLIMATE!   Shifting media consumption habits!   Economic decline!   Lost advertising revenue!   Newspaper industry suffered the biggest decline from 2007-2011 (28%)!   Print advertising declined more than 17%!   19th century business model
  7. 7. RESEARCH OBJECTIVES!   To develop a deep understanding of Pacific Citizen’s present situation.!   To identify Pacific Citizen’s unique value proposition.!   To identify Pacific Citizen’s potential target audience.!   To understand the needs, interests and habits of identified target audiences.!   To develop new revenue models for Pacific Citizen.
  8. 8. HYPOTHESES!   H1: The Japanese American market—historically, Pacific Citizen’s target audience—is not a viable or sustainable market in the long term.!   H2: There are currently no national media outlets serving the Asian American population.!   H3: The growing Asian American population is an attractive target market for Pacific Citizen.
  9. 9. METHODOLOGIES Research Plan (28 April – 11 May 2012) Sun Mon Tue Wed Thu Fri Sat 28 Caroline Paul Niwa, Margie Aoyagi-Stom, professor of Yamamoto, Pacific journalism a current Citizen’s at Emerson Pacific editor-in- College Citizen chief. subscriber 29 30 1 2 3 4 5 Final Presentation Mariko Morimoto, assistant professor of marketing communication at Emerson College 6 7 8 9 10 11 12 Conducting Interview Conducting an Online Market Survey Secondary Research
  10. 10. Issue I: The Japanese American market is not a viable andattractive market for Pacific Citizen. Asian Population by Detailed Group 2000 and 2010 Source: U.S. Census Bureau
  11. 11. Issue II: Pacific Citizen has limited online awareness andinvolvement on social media platforms. Source: http://siteanalytics.compete.com/pacificcitizen.org/
  12. 12. Issue III: The decline of the newspaper industry threatensPacific Citizen’s current business. Newspaper Advertising Revenues Daily Newspaper Ad Revenues Have Fallen Sharply Source: Newspaper Association of America
  13. 13. Insight I: The Asian American population is an attractivemarket for Pacific Citizen.!   With a total population of 17.3 million, nearly 50% of all Asian Americans live in just three states: California, New York, and Texas. In California, Asians represent 13% of the total state population.!   Asian American consumers wield $579 billion in spending power, have the highest median income, and are ranked the first in educational attainment.!   The Asian American and Media Market Research survey showed that 71.6% are interested in reading a national Asian American lifestyle magazine.
  14. 14. Insight II: Pacific Citizen has the potential to engage acommunity that has strong Internet usage and literacy.
  15. 15. Insight III: Pacific Citizen can leverage the recent rise of theniche magazine industry.Source: Audit Bureau of Circulation, FAS-FAX report for Consumer Magazines
  16. 16. Insight IV: Pacific Citizen is one of a few Asian Americanpublications, possessing both inherent strengths andweaknesses.!   Strength: Pacific Citizen serves as a national publication for the Asian American population. Ms. Yamamoto: “I will call it an Asian American newspaper, a national publication that covers activities across the country. For people on the east coast, it is probably the only national newspaper that we have; all of the others are regional. I tell them that because we are wide spread in the area. It is difficult to access this information easily. Most people appreciate the fact that they can’t get this news any place else.”
  17. 17. Insight IV: Pacific Citizen is one of a few Asian Americanpublications, possessing both inherent strengths andweaknesses.!   Weakness: There is too much emphasis on the JACL and not enough content that will help to generate interest from new audiences. Ms. Yamamoto: “I am Pleased with [Pacific Citizen]. However, I wouldn’t be happy if it just had news about JACL. I want to see general Asian American activities and news. I think one of the best issues they did was the food issue. Any culture food is a common denominator. I wish there was a way to be more in.”
  18. 18. “The new Pacific Citizen is theonly publication dedicated to providing national news and human-interest stories that connect contemporary AsianAmericans to their community and with one another.”
  19. 19. MARKETING OBJECTIVES!   Increase Pacific Citizen’s brand awareness within the target market by 20% within 24 months.!   Increase print and online advertising revenue by 10% within 24 months.!   Increase print circulation by 50% within 24 months.
  20. 20. MARKETING OBJECTIVES!   Increase new paid magazine subscribers by 100% within 24 months.!   Increase unique website visitors by 150% within 12 months.!   Reposition Pacific Citizen and reintroduce it as a lifestyle magazine.!   Identify new partnerships.
  21. 21. COMMUNICATIONS OBJECTIVES!   Create 30% awareness of Pacific Citizen among Asian American consumers aged 18 to 45 years within 12 months.!   Communicate the connection between Pacific Citizen and Asian American news and interests so that 25% of the target market develops interest in the magazine.
  22. 22. COMMUNICATIONS OBJECTIVES!   Encourage trial of Pacific Citizen among 10% of Asian American consumers, aged 18 to 45 years in 12 months.!   Develop and maintain regular purchase of the Pacific Citizen magazine among 10% of Asian American consumers, aged 18 to 45 years within 24 months.
  23. 23. COMMUNICATIONS OBJECTIVES!   Encourage trial of Pacific Citizen among 10% of Asian American consumers, aged 18 to 45 years in 12 months.!   Develop and maintain regular purchase of the Pacific Citizen magazine among 10% of Asian American consumers, aged 18 to 45 years within 24 months.
  24. 24. CREATIVE OBJECTIVES!   Launch four creative campaigns in a 12- month period, complementing the IMC plan.!   Articulate the publication’s repositioning as a lifestyle magazine for the Asian American community.!   Generate brand awareness as well as engagement with Pacific Citizen’s target audience.
  25. 25. ELEMENTS OF CULTURE CAMPAIGN
  26. 26. ELEMENTS OF CULTURE CAMPAIGN
  27. 27. I AM ASIAN AMERICAN CAMPAIGN
  28. 28. P. C. COMING SOON CAMPAIGN
  29. 29. P. C. COMING SOON CAMPAIGN
  30. 30. P. C. COMING SOON CAMPAIGN
  31. 31. P. C. COMING SOON CAMPAIGN
  32. 32. WEBSITE
  33. 33. FLASH MOB CAMPAIGN
  34. 34. FLASH MOB CAMPAIGN
  35. 35. FLASH MOB CAMPAIGNForming the name:
  36. 36. I am proud ofbeing an Asian American!
  37. 37. FLYER
  38. 38. IMC MIX!   Reach!   Impact!   Cost
  39. 39. SOCIAL MEDIA!   Facebook, Twitter, and Youtube!   Goals: !  Generate Brand Awareness !  Increase Brand Awareness !  Build a Relationship with Audiences
  40. 40. OUT OF HOME!   Billboard!   Goals: !  Generate buzz !  Glean awareness about the Pacific Citizen brand !  Strengthen the Brand Credibility
  41. 41. EXPERIENTIAL MARKETING!   Flash Mob!   In 4 major cities with Asian American population!   Goals: !  Increase unique site visitors !  Generate Buzz and Excitement !  Get audiences to share their experiences with their networks
  42. 42. BUDGET YEAR ONE(42,000 Subscribers, 30,000 Original and 12,000 New)Circulation Revenue (12,000 @ $40)   $480,000  Advertising Revenue*   70,000  Total Revenue   $550,000  Cost of Goods (Printing of 12,000 @45,000 price)   4,500  Gross Margin   $545,500  Marketing (@ 50% of Revenue)   275,000  Balance for Sales & Administration   $270,500   *Based on $175,000 @ 30,000 Circulation = $5.80/Copy
  43. 43. BUDGET YEAR TWO(60,000 Subscribers, 30,000 Original and 30,000 New)Circulation Revenue (30,000 @ $40)   $1,200,000  Advertising Revenue*   175,000  Total Revenue   $1,375,000  Cost of Goods (Printing of 30,000 @45,000 price)   11,000  Gross Margin   $1,364,000  Marketing (@ 25% of Revenue)   350,000  Balance for Sales & Administration   $1,014,000   *Based on $175,000 @ 30,000 Circulation = $5.80/Copy
  44. 44. BUDGET & MEASUREMENT!   Fundraising!   Sponsorship!   Online metric tools
  45. 45. “In any line of human endeavor,it is a simple fact of ethics that it always requires a great deal of effort and energy to start anything new.”   - Morikazu Ida Consul General of Japan   Printed in first edition of Pacific Citizen, October 15, 1929
  46. 46. THANK YOU

×