Czech republic

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Czech republic

  1. 1. czech republic lucie koutna ondrej kratky
  2. 2. goals inspiration insight campaign idea summaryunderstanding of target group that vendors are investorsincreasing circulation and regularitymaking The Big Issue vendors anchors of local life
  3. 3. goals inspiration insight campaign idea summary Errol Williams, age 49, CO-OP Supermarket, East Dulwich “I’ve come across people feeling down-and-out and I tend to cheer them up a lot.” Patrick Keenan, age 37, Waitrose Car Park, New Malden“My regular customers chat to me about everything: from what’s in the issue, toscience and literature. Some just want to get stuff off their chest.”
  4. 4. goals inspiration insight campaign idea summary “People are speeding through their lives. It’s cool to be busy but there are implications. Work is the king of our lives. In their routines people covet “anchors” that remind them they are still human. Those anchors keep their spirits high and there’s never enough of them.”
  5. 5. goals inspiration insight campaign idea summary turn The Big Issue into small business with local touch to create an extra anchor in people’s lives. prep buzz engagement habit
  6. 6. goals inspiration insight campaign idea summary splitting logo to show 50% margin. “£2.50 a paper for you. flipping pages 180° in half of £1.25 margin for me.” magazine to demonstrate the vendor’s investment prep buzz engagement habit
  7. 7. goals inspiration insight campaign idea summary PR campaign: media invited “Stella knows all to vendor’s pitches with celebrities to reveal their about the background stories and their neighbourhood.” enterprise. “Jamie buys from me every time.” CAMERON: SAVES £4BN FOR PUBLIC USE guest celebrity editors on the streets earned media paid print ads prep buzz engagement habit
  8. 8. goals inspiration insight campaign idea summary vendors’ timelines / stories check-in at your vendor vote for pitch of the week FB platform partial magazine content celebrity fan interactions “Wanna get local?” Get your weekly Jenny Holborn neighbourhood Today my big issue guy made me laugh :-)))))) updates via vendors’ Kate Middleton QR codes Jealous! What’s his name. I’d love to see his timeline. engagement prep buzz habit
  9. 9. goals inspiration insight campaign idea summary creating a social anchor make vendors part of local life further improve magazine quality. support vendors in local journalism. feed online content. give proof: FB timelines, documentary prep buzz engagement habit
  10. 10. goals inspiration insight campaign idea summary GOAL: INSIGHT: CAMPAIGN IDEA: people need some turn The Big Issue into make The Big Issue social anchors, familiar small business with local vendors anchors of things reminding them touch to create an extra local life. they belong somewhere. anchor in people’s lives.how does it work?prep buzz engagement habit circulation regularityunderstanding neighbourhood news - vendors’ QR improving magazinethe business principle celebrity involvement FB platform, vendors’ timelinesof Big Issue (POS, rebranding) earned media celebrity interaction and local news paid print ads check-ins at vendors online content magazine content proof of progress

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