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Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
Ndu Senior Advertising Project | Reach Out Magazine
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Ndu Senior Advertising Project | Reach Out Magazine

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This presentation is an Integrated Marketing Communications plan for a start up magazine in lebanon done by Naja Faysal for an NDU Advertising & Marketing Senior Project class.

This presentation is an Integrated Marketing Communications plan for a start up magazine in lebanon done by Naja Faysal for an NDU Advertising & Marketing Senior Project class.

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  • 1. Notre Dame University Spring 2006
  • 2. Senior Advertising Project Faculty Advisor: Course: Mr. Kamal Darouny ADM 490 Darouny, Kamal, M.A., 1986, Senior Study in Advertising Marketing and Advertising, Sussex College of Technology, UK. Title: Done by: Branding Campaign for Naja Faysal “Reach Out” Magazine # 2002-8058
  • 3. What is Branding? Contents A traditional advertising Executive Summary The Task method used to create an Market Selection acquired response from a Situation Analysis target audience based on Competitor Analysis cumulative impressions and Target Audience positive reinforcement. These Communication Objectives ads are not purchase for the Teen Insights sole purpose generating a Communication Strategy click or visitor. They are The Big Idea Communication Recommendations geared towards increased Creative Solutions product or company name Creative Rationales awareness and lifelong Media Objectives and Strategy customers. Media Plan Media Schedule Budgeting Summary
  • 4. What is Reach Out What are we doing? Group of college students are launching a magazine In the market, hundreds of publications are either sold or targeting the younger generation; Teenagers 13-19 distributed. A big number of them are not worth looking at. This fact creates a challenge for Reach Out team to enter the years old. market of press media with a new modern style of choosing They believe that they share with them the same topics and writing about them. values, concerns, and way of thinking. Our aim is to position the brand to become an integral component of the consumer’s lives and life styles, mirroring Reach out team believes that they, as college their interests, peers, ideas and dreams. students can speak freely about subjects no body The task is to focus on the marketing-lucrative 13-19 year old ever gave it the necessary attention and they think segment, the largest annual spending youth group and they are the right and the only people that can speak arguably on of the hardest demographics to reach and influence. A key objective is to create brand awareness and out loud and have real listeners among their target acceptance within this segment that will result in increased audience. readers of Reach Out. Reach Out aims to break social boundaries between We should create the top of the mind awareness by cultures and societies all over the world. It believes positioning Reach Out to make it relevant to the emerging and ever-changing needs of today’s and tomorrow’s 13 to 19 that human beings should be exposed on all cultures years olds. We should position it as being central to their and have a wider view for life. universe of activity. Reach Out is a teen magazine sold in all magazine We will achieve good communication with our target by integrating all the media relevant to our target market’s shops and distributed for free in some Lebanese high consumption, and leveraging sponsorships and joint-venture schools. A corporate website will be launched and support from synergistic companies. follow up with the magazine issues. We should create promotion-based on an integrated marketing communications plan which sees the development of a unique new product that truly engages the teen market.
  • 5. The Task Our task The campaign parameters We need to come up with a branding The campaign is to run in May 2006 and ends campaign that creates awareness and builds in July 2007. the brand personality. The budget allocated is Priority should be given to “back to school” a sum of $1million to effectively reach and media periods. influence our 13-19 years old target audience. Provide recommendation on how best to Business and Marketing Objectives aggregate Reach Out to suit to teen audience and identify opportunities in new products. Following the 12 month campaign the following Utilize the change factor that Reach Out offer results are expected: for the society through targeting its new Top of the mind awareness of Reach Out generation. reaching 60% of Lebanese population. Increase the differentiation measure of Reach Market Selection Out from the rest of magazines in the Change always comes from the youth. Lebanese markets. The teenagers are the power of change Create consumer value and positive image for in all societies and since Reach Out’s the organization behind this work. main objective is to make the intended Increase readership by 35% of the target change, our target segment will be 13- audience. 19 years old who are always denied from being targeted with quality projects Increase demand for advertising space till like Reach Out. This segment is also prices reach peak. profitable for businesses and that’s has a positive effect on our ad selling.
  • 6. Situation Analysis Reach Out will have all the necessary elements to provide an exciting reading experience. Its content meets the interest of most of the target audience. The content is a mixture of beneficial general knowledge articles and smart games for an exciting reading experience. The content is very helpful for the student’s educational life. It improves their skills in several fields of their academics and non- academic levels. Reach Out is a Real Fun!!... Although all the elements of a successful magazine were built, the magazine still needs the necessary awareness and needs to become a “Brand”. The target audience is one of the most hard to reach and influence. They like to spend their time chatting on the internet rather than reading articles, unless there is something really appealing in this magazine that makes them consider it and eventually get to read it. Teens usually don’t have a solid brand attitude towards reading. We have to make them love reading through presenting their interests in a Fun way easy to read and simple to understand. The teen market can be quite fickle and will swap brands as quickly as fads change. There is little brand loyalty among teens unless they feel strongly about a brand and the brand works hard to keep them (and actually means something to them). Thus there is an opportunity to influence a switch to Reach Out, if we can successfully differentiate and prove the benefits of reading it over the competitors and get them to love the brand.
  • 7. SWOT Opportunities • Become the recognized leader in the eyes of the Lebanese teens, while retaining the Strengths professional appearance that older markets have grown attached to. • Familiar Brand Name • Actually create a product that encapsulates the • Interesting and beneficial Content desired brand personality and brings the elements of Reach Out together into a “real • Little number of competitors experience” as opposed to just a normal • Appealing layout and well organized magazine reading • To create and enhance the desired brand personality of Reach Out • To Offer a real value for the teens and their families • To create a top of the mind awareness among the Lebanese teens. Weaknesses • Target Audience hard to reach Threats • Fail to reach and attract our target • Target Audience have less interest in audience reading • Hard competition comes over this • Reach Out has no image, and no brand target segment awareness. • New legislations that banned the magazine at schools • Fail to keep and maintain the same level of quality content
  • 8. Competitor’s Analysis Teen World Magazine Lebanon is a leading country in printing press. Thus, Teen World Magazine is very well established hundreds of publications are on the Lebanese shelves. and has achieved a very high level of top of the Although the publications are from different categories, mind awareness and readership among the not all of them are selling and have readership. Lebanese teens. Its content is very close to Moreover, publications targeting teens are many but Reach Out and it has build a superior image in rare are the magazines distributed for free at schools. the category. Our biggest competitors is: Others: Teen World Magazine There is a lot of magazines and publications in Teen World magazine is an interactive monthly the Lebanese market that we should take into magazine written in English and targeting consideration. Sports magazines like “block teenagers. Its mission is to entertain and shot” are taking some of the audience’s educate teens in Lebanon , Jordan , Qatar , attention who like sports. Other magazines Dubai , Bahrain , Oman , Kuwait , and Egypt . related to fashion can also sell. Magazines and Teen World contains: celebrity news and reviews of special TV programs like “star projects, sports, profile, behind the scenes, academy” or “super star” can also compete with interviews, music and movie reviews, interviews Reach Out since we are in a battle to gain the and pictures of various teens around Lebanon, highest market share of our target audience. advice, news and games, web-mail, quizzes, technology, a competition section which includes our famous “win-a-date” section and finally horoscope and personality tests.
  • 9. Who are we talking to? The Cyber-Social They are generally introverted and conduct The story of Reach Out comes from our target audience. The the majority of their socializing online. They Lebanese teenagers (13-19 years old). This target is known to be have diverse interests, which include very hard to reach and influence. These people are always thirsty listening to alternative music as well as for everything new and adventurous. console and computer gaming. They feel We still need to segment this target group into three distinctive groups: most comfortable when expressing The Trendsetters themselves online and are extremely active chat/message board participants. They The Cyber-Social don’t consumer large amounts of The Pop-Disciple mainstream media because it doesn’t cater The Trendsetters for their interests. They are extroverted, very social and popular The Pop-Disciple in their peer group. They lead the way when it This group is very concerned with what their comes to trends and “what’s cool?”. They peers think is cool and generally like to have the make it their business to find out about new same opinions as their peers. They are brands and new technology. They are very in concerned with “being seen” to fit in. their main tune with the music scene and like to discover interests include socializing, shopping for clothes new music to tell their friends about. They are and brands worn by friends and seen in willing to pay for the latest gear and generally magazines. Staying in touch with celebrity and have the funds to do so. When they discover peer gossip ensures they are “in the loop”. new fashions/music/activities, they tell their They are heavy consumers but do not always friends about it. Thus, those in this group lead have enough money to buy designer clothes, the word-of-mouth chain. and often opt for cheaper imitations.
  • 10. Communication objectives Communicate the rational and emotional benefits of Reach Out Create perception and top-of-mind awareness of Reach Out as a dynamic, youthful and fashionable media. Generate significant word-of-mouth among target audience through creative advertising and promotions Penetrate category clutter Bring Reach Out to the consumers by reaching them where they spend their time and allow teens to interact and become involved with the band Create a synergistic perception of Reach Out The combination of each of these objectives should lead to a significant increase in the market share of Reach Out, attract new readers and create stronger brand differentiation from key competitors.
  • 11. Teen Insights Teens are multi-taskers, they want new experiences and products that will change the way they spend their time and allow them too be ore entertained and effortlessly access that which interest them. Teens use the internet primarily as a social tool. Thus reading is a secondary tool for getting informed and entertained. Our target market represents the most computer literate generation to ever exist. They are confident and do not believe that anything online is beyond their understanding. Teens express themselves through their bedroom, which they consider to be THEIR SPACE.
  • 12. Communication Strategy What the target wants and needs Current Brand Characteristics: The target wants the coolest media that keeps them in touch • Attributes - conventional and cluttered in what’s trendy, stylish and out of the box. They need a • Benefits - entertainment and education media that provides them with knowledge, entertainment and • Values - educational for a better society keeping them up-to-date with everything happening in the • Personality - irreverent but not appealing to world. youth Therefore we need to communicate • Essence - full of ambition and hope • Reach Out is more than a Teen Destination magazine but it is also an interactive media that serves their daily life habits and interests. • Reach Out has both the “cool” factor and the “educational” factor at the same time. Desired Brand Characteristics: How we need to communicate this • Attributes - cutting edge, spread everywhere • Show the teens how Reach Out encompasses everything • Benefits - entertainment, education, and caring they need in their daily life and how it can cover all their life • Values - educational for a better society areas. • Personality - irreverent, approachable and • Building relationships with everything that is “cool” in our trusting target’s lives: coolest media, coolest restaurants, coolest • Essence – successful, reading experience for websites, coolest hangout places… life How will we talk to them • This campaign will involve a pulsing schedule with three main advertising periods • Our communication will hammer the target’s life everywhere they go and everything they are exposed at.
  • 13. The Big Idea User’s life: It’s the life of a 17 years old girl (Lara) living in Beirut and studying at Sagesse High School. Everyday Lara wakes up every morning and goes to her school. At school she and her friends spend most of the time chilling, laughing and studying. While passing through the administration a new magazine cover grabs her attention. The appearance and nice colors of the layout made her get near to the magazine stand and picks up a copy of this magazine. Going through Reach Out, Lara found interesting topics and pictures. She took the magazine and introduced it to her friends. When she gets home, Lara puts her stuff in her bedroom, and goes to the dining room to have lunch with her family. While sitting with her family a fight occurs. Her younger brother starts saying stuff about her. In a minute the fight escalades and she leaves to her bedroom. She picks up the phone and calls a friend complaining about her dad and what’s happening with her. Afterwards, she sits by herself not feeling good and thinks of doing something. She doesn’t feel like studying so she turns on the radio, searching for her favorite channel. While listening to music, she decides to go online to chat with some friends. Online she has a few uninteresting conversations. Suddenly a friend tells her about the sports/nutrition section in this new magazine at school (Reach Out) and that there is an interesting section about losing some weight easily. At the same time, the radio is playing the Reach Out commercial which sounds “cool”. Without a second thought, she immediately takes Reach Out from her bag and starts reading some articles and playing games. The magazine also introduces her to several interesting websites and makes her e-mail the “Ask Amanda” column to seek advice. At the end of the day, Reach Out was an exciting solution for this teen’s daily life. It is a reading experience that takes you out of your narrow world and puts you in the place where your interests, activities, and everything that makes you happy lies.
  • 14. The Big Idea Brain Storming A teenager’s bedroom is supposed to be the one place in the world that remains completely their own. It is the one private space in their lives that is truly theirs. In this way, a teenager’s room should provide a haven for expression of interests and individuality. The independence and personality of a teen is often reflected by what the room contain of media (Radio, TV, Internet, Magazines, Newspapers) and what kind of media channels the teenager is exposed at. Our Big Idea should come from this room where the reading experience took place competing with other media tools at this room. What make them choose Reach Out from all media they have? Reach Out is providing a Reading Experience that contributes in building the teenager’s personality. It’s a life time experience that shapes their entire life. Making them think out of the box. Think beyond boundaries, cut cultural constraints, and fly to the new world. The world of teens. “Teen world” a world full of joy and love. Breaking the rules of the routine life. Experience things not found in the local society. Things that you can share with your peers all over the world. Be a part of the “Global Teen Society”.
  • 15. The Big Idea Teenager’s piece of mind… in ink Reach Out is the ink of the teenager’s. Its their relief. It takes out their stress & tension. Its their piece of mind that takes them out of their room and gives them the excitement, entertainment, and knowledge. It makes them fly freely to the world’s teen community.
  • 16. Communicationboth of which are centered on the “teenager’s piece of mind” The campaign features two principal promotional phases, Recommendation concept. Throughout the 12 month period, this concept will be the key communication element. There will also be brand-building communication activity to support the advertising and promotion. To round off the campaign, a third creative phase will be implemented. The phases will generate a strong word-of-mouth and prove to teens that Reach Out can be their only true friend. While we have selected the Lebanese market to demonstrate the campaign, it is designed in such a way so that it can be implemented both locally and within the middle east. The two promotional phases are: Launching phase Back to School phase Phase 1: Launching This promotion will kick-start our 12-month campaign. Titled “teenager’s piece of mind …in ink”, the promotion timing coincides with the launch of the magazine in the Lebanese market. What is it? New magazine for teenagers which represent their piece of mind on paper. Its their life mate, their friend, it explores their hobbies and interests What can you read in it? Readers will have an exciting reading experience. The topics surround the teenager’s life; it contains a variety of topics concerning all the issues the teens might think about, their concerns and things they don’t know much about. Everything is covered by Reach Out making it a true friend in deed. How will they know? The promotion will be heavily supported by the LBC and Radio One as known to be teen media. Each afternoon, activity will be broadcast through some desired programs targeting teenagers. Ads will also feature in street press nationally. Web-marketing is to be launched to through banners in featured websites and sending mass e-mails. Publicity and word of mouth will also play a major role in generating hype and awareness. The competition: A competition will be organized and people are going to win prizes. the prizes include computers, 1 year internet access, 1 year subscription and delivery of the magazine. In addition to other promotional items like stickers, bandanas, cups, shirts, and hats.
  • 17. Communication Recommendation Phase 2: Back to School This promotion coincides with the start of the Lebanese Academic year in the late September. It will act as a “refresher” for the “piece of mind” concept and for the brand itself. What is it? Subscribed members of Reach Out will be informed that they have escaped from their boring days and entered a new reading experience; interesting, exciting, and beneficial. They should be ensured that Reach Out is going to continuously deliver the best for the target audience and will always fit their life styles. How we’ll tell them? Direct contact: all subscribed members will be sent a direct e-mail and SMS notifying them by new sections, new promotions, and new offers. In addition we can reach them and other potential users by using the same media of the launching phase: LBC and Radio One. Posters will be plastered around city areas like in “Monot”, “Gimayzeh”, and “Down Town” and on telephone poles and everywhere that builds sites. Promotion Rationale - Freshens the Reach Out readers and drive new readers. - Creating mysterious aspect that increases word-of-mouth between teenagers particularly at school playground.
  • 18. Communication Recommendation Phase 3: Creative Following the two promotional phases, a third creative advertising phase will be implemented to round-off the campaign. This phase, still linked to the “teenager’s piece of mind” concept, is designed to “refresh” and remind the target audience of the image of Reach Out and regenerate a word of mouth following. Reach Out Branding In between each promotional and advertising phase, powerful Reach Out branding advertising will occur through various media. The Reach Out branding will gave a particular emphasis on the magazine sections, gate keeping, and the group working on the magazine. Phase 3 creative Adv. Phase 1 intensity . Phase 2 . . Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec
  • 19. Creative Solutions The Name: “Reach Out Magazine” Branding starts by choosing the name of the brand. The “Reach Out” name didn’t come from scratch. The “Reach Out” team was involved in a long brain storming session to come up with the name. The name represents the core values the magazine was built on. It literally means move forward or upward in order to touch it also means: attempt to communicate and there is a list of antonyms like communicate, inform, extend, offer, interact, talk, discuss, traffic and others. But it has different other meanings and explanations. It goes through willingness to reach and the ambition of the teens to discover and experience new and exciting things in their lives. All these symbols and values were communicated through out the name. The name also has other characteristics that help the brand to be easily rehearsed and memorized. It consists of two simple and easy words for a teenager to memorize; in addition, the words sound good and rhythmic and can be always said without any conflictions or misunderstandings. The name is simply the best for a new Lebanese teen magazine.
  • 20. Creative Solutions The Logo: The logo is designed is designed to express the teenager’s life style. The colors, the fonts and the design are all combined to form a nice and attractive shape. At the same time it shows elegancy and tendency to learn and prosper. The design is simple, it doesn’t have complicated shapes that distract your eyes. It’s simply a nice and cute visual that is more than enough to deliver the “Reach Out” core values.
  • 21. Creative Solutions The Brand Personality: The Mascot The brand personality is represented by this cartoon character that we created. This cartoon character simplifies our target audience life styles. It looks happy and funky. It is wearing high heals and dressing colorful clothing. It is holding a pen, which means the tendency to read and write. It also represents education and knowledge. The character holds the pen with too much care and passion just how we want our target consumers perceive “Reach Out”.
  • 22. Creative Solutions Creative Execution 1
  • 23. Creative Solutions Creative Execution 2
  • 24. Creative Solutions Creative Execution 3
  • 25. Creative Solutions Radio commercial: The radio commercial is a simply informative dialogue between teens. The commercial should stress on the importance of each part of the magazine. It should also evokes their interest in finding out more about the magazine. Radio commercials can be as follows: - “biking event is running in Faraya this weekend, hundreds of schools are participated. If you want to find out more log into www.reachoutlb.com or call for magazine delivery at (961) 1 742588.” - “A prom student’s gathering is held in Beirut down town next Saturday at 6pm, more information log into www.reachoutlb.com or call for magazine delivery at (961) 1 742588.” - “you are all invited to a trip to the cedars of Lebanon, more information log into www.reachoutlb.com or call for magazine delivery at (961) 1 742588.” - “lets clean our blue sea!! A students gathering to clean the Mediterranean sea will start next Friday. Be all ready…more information log into www.reachoutlb.com or call for magazine delivery at (961) 1 742588.”
  • 26. Creative Solutions TV commercial: The TV is the best medium to deliver our message. Our TVC will start by a teenager’s bed room, reading Reach Out, and flying with her imagination, where the commercial shows happiness and excitement. A nice and cool song should be played in the back ground, where the actors are good looking teenagers. The commercial can also be endorsed by a teen celebrity figure like Nancy Ajram if that was possible. Basically the TVC should tell the audience what can Reach Out offers and what are the sections of the magazine. The commercial should deliver the message in a clear and simple way so that it is understood and adopted by teenager’s. The sections should be presented in a happy mood style with lots of colors, activities, and excitement. The narrator should speak the English language since the magazine is published in English but the commercial should reflect and respect the middle eastern culture. Characteristics of the TVC: The commercial has to show teens. The commercial should reflect a happy mood. The commercial can use endorsement. The commercial can use humor. The commercial explain the magazine’s section either all of them at one time, or a series of commercials each one shows one section. The commercial speaks the English language. The commercial should always states the most appealing topics and have a continuous announcement to motivate readers to buy it and read it.
  • 27. Creative Rationales In each execution the style and characteristics are consistent. This includes the pink and yellow brand colors, fonts, art direction and copywriting style. Use of these elements demonstrates the br and’s personality as being fun and quirky. The executions utilize clear and simple visuals so as not to detract from the c entral message. The creative strategy integrates these components into all executions to ensure a consistent, synergistic campaign that is clearly “owned” by “Reach Out”. Thus, resulting in a campaign with a strong voice that resonates with teens. Direct: Direct messages will be sent to members and inform them of current news and events. They are effective at reaching the target since they speak one-to-one and have a friendly and relaxed tone. The e-mails and SMS messages act as a platform for driving readership. Street press: These executions aim to convey information about breaking news and events and product branding. This is achieved by communicating appropriate information that is stylized in an alternative way resulting in advertisements with street credibility. Web Advertising: Web advertising aims at capturing audience attention in the online environment. They have a lasting impact and increase awareness in Reach Out magazine. They achieve this by bringing to life, key messages with simple animation. Radio: Radio has been utilized to reach the audience on a personal level by depicting scenarios that the target may find themselves in. the meanings of these situations have been inverted so that it i s now desirable to be invited to read Reach Out. The ads encourage involvement with the activities the country is up to; on all levels. The activities can be musical, environmental, sports, educational, or any aspect of the teen’s life. And it always should reinforce the central theme “teenager’s piece of mind… in ink”. Media Clips: These clips will create word of mouth and promote Reach Out as the only and best teen magazine. The clips should be humorous, exciting and innovative. These quick clips of real life grab the attention of the target because they are humorous and funny. The situation is then directly related to an individual f unction of Reach out, which then refreshes the brand and allows for effective communication of events. In this way communication messages are more likely to be received positively and passed around than if a more traditional approach were taken.
  • 28. Media Objectives To deliver a 12 month campaign from May 2006 to July 2007. To advertise nationally, with an emphasis on Teen gathering places (Monot Street, Gimayzeh, Batroun, Beirut Down Town…) To deliver a grass root effort, reaching the target where they spend time and allow them to engage with the Reach Out brand. To deliver highly targeted communication, minimizing media “wastage” and thus achieving a minimal dollars efficiency.
  • 29. Media Strategy Coupling our consumer insights with an examination of youth media habits as well as a close look at media costs, we have devised a media plan that reaches 13-19 years-olds at a grass-roots level through vehicles that actually “mean something to them”. When communicating with any young audience it is very important that they trust not only the message, but also the messenger. The youth of today are highly media sense, and will quickly shy away from anything that is seen as blatant exploitative advertising. Simply using 30 second spots on prime time TV will not speak directly to the target (not to mention the wastage). Integration within programming content provides a far more effective example of reaching our target. Thus, we should ensure all media and promotional vehicles are credible and that youths will actually listen to and believe what is being said. Guerilla tactics will also from an important part of the strategy with the aim of conjuring strong word-of0mouth or viral effect. We found out that most of teens trust the information they get from their peers. And there is no better way for capturing an audience than by word-of-mouth. Public relations activities have will also be utilized in order to gain free publicity and generate hype. Media Strategy… in short Grass-Roots “Meaningful” media vehicles Minimize wastage Generate word-of-mouth/viral Reach target in “aperture moment”
  • 30. Media Plan Outdoor: Billboards on roads leading to teen-related places. Posters in large shopping malls and bus shelters in metropolitan areas. This hits youths where they are likely to be. Online: Posters on Pay-phones poles and public transportation Banner / Skyscraper Ads busses. Will run for duration of campaign Print: Highly targeted placement and minimized wastage Nahar al Shabab and use public relations activity to get free articles in the daily local newspapers. Interactive / engaging Always use full color ads in print media. Dynamic / integrated interstitial Spread print ads in local and international tee-related Will run for duration of campaign magazines. Integration into site content ensures maximum TV: impressions and higher click-through rate. LBC spots on peek teen programs. Direct: Spread spots on high teen viewer ship programs Direct mass mails and SMS Radio: Radio One spots all over the campaign time and featuring special programs. Creative media buy spreads spots in other radio stations.
  • 31. Media Plan
  • 32. Budgeting Budgeting 14% TV 2% Radio 14% Outdoor Print 4% 63% Direct 3% Online
  • 33. Summary With this will created a year-long branding campaign involving the development of an exciting new product that will give our empowered readers a reason to become loyal to Reach Out and the magazine be their soul mate true friend. This product is not only a teen magazine, but a real, reading experience engaging teens into new extremities. Our grass-roots integrated communication strategy utilizes vehicles that reach teens where they are spending their time and involves the consumer with Reach Out as their only brand. This involvement provides the foundation for a long lasting relationship. Through clear, simple advertising messages and appropriate branding, Reach Out will be able to position itself to be a magazine that is fun, exciting, and beneficial for teens. And most of all to be approachable and human reflecting their needs and wants. This campaign will ensure the branding objectives stated in the beginning of the project; thus create the necessary brand awareness and stimulating the word-of- mouth propaganda. In addition, this campaign will introduce to the Lebanese market a new system of communication and organization of events and news delivery. This is all besides a new reading experience that teen have not ever tried before.

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