Marketing Campaign for Echo & Chronicle JustynaSpurtacz
Introduction Aim and Objectives The Company The Campaign
AIM and OBJECTIVES Increase of company sales with use of Integrated Marketing Communications New local audience groups New markets / areas of business Relationship Marketing Increase of interaction between the paper and the audience Develop long-term relationships with the readers and the adversities
Publisher developments Local communities focus Circulation and availability of paper Content Management System-Quality improvement DMGT Internet software purchase iAnnounce Online paper development Free News Online Vision Delivering comprehensive local news and information, that both informs and reflects the important issues of the communities they serve The Audience Loyal, committed and valuable readers and internet users Johnston Press PLC
The Inter-Active Campaign Attract younger audiences Attract ethnic minority groups Increase of social media interaction and online services with audience *** Increase interaction among communication channels Highly involve Internet Marketing and Social Media Marketing tools into the campaign Related advertising Be proactive! Get Involved!
Younger audiences Use of social media marketing Become highly interactive: Youth section on Twitter, Facebook Making Facebook more interactive, i.e. Quizzes, Picture Applications Street Art Project Displaying Chronicle Logo as a form of Street Art- graffiti on the walls, pavements Community initiatives which can get young people involved into the paper’s activities: Column / article Contests Features on Young Volunteers/ Community Groups Online Forum for Events and Activities in Northampton
Ethnic minority groups Section/ feature in the paper and websites about ethnic minorities issues Exhibition on cultural diversity in Northamptonshire- getting the audience to co-prepare the event Translationinto different languages, i.e. website or having volunteers interpretations who can translate to non-English speakers Introducing Forum where people could rise important issues- potential of having a story, features or interview on the hot issues Reader to reader news online- put your own news on the website
Twitter Corporate Interface Twitter lists for different audiences Social Media management programme (i.e. Social Oomph) Facebook Corporate Interface Interactive Facebook site Facebook groups for different audiences- i.e. ChronYouth, etc. News on the Facebook Wall Extra materials Events on Facebook Interactive games online Internet , Social Media and Interaction Mobile Phone