Cohesive Marketing Campaigns

1. • What makes a campaign cohesive?
• What ideas are you going to take
forward?

2.  A cohesive marketing campaign is a marketing
campaign promoted over a variety of different
media platforms (that portrays a clear link
between them all).
 Platforms – meaning categories/types of media
content that can be consumed by various
audiences (e.g. social media such as ‘Facebook’
or ‘Twitter’ – appealing digital natives).
 The benefit of promoting a campaign over
various platforms is that the product is
reaching a wide range of audience, and
making sure primarily its reaching its target
audience.

3.  ‘Yorkshire Life’ and ‘Derbyshire Life’ are
my prime examples to illustrate this.
 The most apparent ways to connect is
through brand identity, font and house
style.

4.  Within a variety of issues of ‘Derbyshire Life’,
there is continuity of the same colour and type
of font; ‘Times New Roman’ and a white font
of text on the front cover.
 Its similar conventions are also carried onto the
poster advertisement, where headlines are
edited in the same place.
 The majority of the issues have a large
photograph of a landscape, countryside or a
building, but rarely of people (however, the
photo of the Queen is an exception).
 The primary colours that stand out on the front
cover are the contrast of green (the earth) and
blue (the sky) – connoting the freshness of
nature

5. Always one large image
in the background, with
a few smaller images
primarily along the
bottom (but sometimes
on the top).
Photo of the Queen (however, the majority
of the issues only contain one large image
of a landscape, not people) – on the other
hand, the Queen might have been an
example as she is a symbol of national
identity, and regional magazines similarly
tap into a sense of pride in an audience’s
region.
Same colour (white) and type of font
of text
Masthead placed in the same section
of magazine (top middle - large)
Similar colours within large photo
(green and blue), highlighting the
beauty of the countryside
The main photo is always
of the countryside
(sometimes an animal
found within)

6. ‘Yorkshire Life’ is similar to ‘Derbyshire Life’ as the issues also carry the
same conventions of its style/colour of font, large main image (of mainly
countryside) and main colours of blue and green within primary image etc.
Masthead (same font,
colour, size and position
on front cover) – for
audience to
immediately recognise
the type of magazine
Always an image of
countryside
Same style and colour
of text (and roughly
cover lines are in same
position on front cover)
Some issues don’t
have smaller images
on cover (just one
large main image –
reader will know what
magazine is based on
by focusing on that
single image, without
the distraction of
other little images).

7.  The magazine app for ‘Derbyshire Life’
and ‘Yorkshire Life’ are available to
download for free.
 iPads - the magazines are still exactly
equal and remain following the same
house style/colours.
 iBooks – a whole issue is available for
downloading onto this app.
 This illustrates marketing on a variety of
media campaigns.
 A variety of audiences, primarily digital
natives or people who own an iPad (older
people are also starting to use them due
to the development and popularity of the
product), are targeted as they can easily
access the magazine issue on their iPads.
 The majority of the audience will most
likely use their converged devices (mobile
phones) to download the app, as more
people use their mobiles while travelling
to search through new information (and is
easily more accessible to use while
walking around than using the iPad).
‘Derbyshire Life’
on the app
store..

8. Additionally, if I were moving into
an online campaign, the
development of the type of apps
already available could go even
further.
One of my ideas is that I could add
crossword or Sudoku games as part
of the app, in order to appeal to the
older sophisticated audience -
receive some form of entertainment
& diversion; continually keeping my
hedgehog thinkers intrigued with
my product.

9. Similar to ‘Derbyshire Life’, here
are a few examples of ‘Yorkshire
Life’ screenshots on the app store…
‘Yorkshire Life’ app

10. Home Page
Magazines –
Digital Archive

11. Magazines –
Digital Archive
Home Page

12.  On the website, there is still continuity of the style
of font of the masthead, however, in the colour
black due to the white background chosen for both
magazine websites.
 The white background connotes the magazines’
simplicity and relaxed nature, and the sophistication
of the primary readers (35-55 year olds).
 The black font of the masthead boldly contrasts the
text from the white plain background, which is also
used throughout the contents page and articles
within the magazine product.
 The colours remain calm and simple on the websites,
and highlight the natural colours of the outside
countryside (green, blue etc).
 The photos and text are neatly structured and
organised alongside each other on the website pages,
connoting the sophistication of the readers with its
defined layout.

13. Furthermore, it’s necessary to
make cohesive links with regional
radio stations to feature my
regional magazine product based on
South Yorkshire.
There’s the possibility I could
feature the advertisement or
sponsorship with them perhaps via
the website – use of web 2.0 and
digital media (appealing a wide
variety of my target audience as
much as possible).

14.  I am going to take forward the idea of my magazine front cover
having a simple yet appealing structured layout design, with the
use of natural colours which connote the sophistication of older
people (supporting my target audience being 35-55 year olds) and
the calm nature of my magazine product.
 I want to continually use the same type of font of text on my
magazine pages, and the masthead is going to be exactly the
same colour/style on my magazine front cover and billboard
poster (ancillary task) – connoting consistency and regularity of
the conventions, and for the audience to recognise the link
between both productions and the brand of magazine.
 I will most likely be using one large image in the background of
my magazine front cover and billboard poster (mainly of the
countryside/rural area) – plus smaller secondary images edited
along the bottom of my magazine product.
 My main aim is to consistently use some of the same
conventions/aspects of my magazine onto my billboard poster
(showing a connection between the two products if they both
share similar conventions; e.g. masthead/style/colour of
font/images etc).