Ndu Senior Advertising Project | Reach Out Magazine
Notre Dame University
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.
Done by: Branding Campaign for
Naja Faysal “Reach Out” Magazine
What is Branding? Contents
A traditional advertising Executive Summary
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
geared towards increased Creative Solutions
product or company name Creative Rationales
awareness and lifelong Media Objectives and Strategy
customers. Media Plan
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.
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.
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.
• 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
• To create a top of the mind awareness among
the Lebanese teens.
• Target Audience hard to reach
• Fail to reach and attract our target
• Target Audience have less interest in audience
• Hard competition comes over this
• Reach Out has no image, and no brand target segment
• New legislations that banned the
magazine at schools
• Fail to keep and maintain the same
level of quality content
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:
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.
Who are we talking to?
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.
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
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.
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
• 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.
The Big Idea
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.
The Big Idea
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
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
Communicationboth of which are centered on the “teenager’s piece of mind”
The campaign features two principal promotional phases,
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:
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.
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.
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
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.
- Freshens the Reach Out readers and drive new readers.
- Creating mysterious aspect that increases word-of-mouth between teenagers particularly at school
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
. Phase 2
. Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec
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.
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.
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”.
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)
- “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.”
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.
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 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
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 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 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
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.
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
To deliver a grass root effort, reaching the target where they
spend time and allow them to engage with the Reach Out
To deliver highly targeted communication, minimizing media
“wastage” and thus achieving a minimal dollars efficiency.
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
“Meaningful” media vehicles
Reach target in “aperture moment”
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
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 One spots all over the campaign time and featuring
Creative media buy spreads spots in other radio stations.
4% 63% Direct
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
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.