3. Index
1 | Client Overview
2 | Competitors
3 | Our Challenge
4 | Target Audience
5 | Creative Idea
6 | Social Media Campaign
7 | Testing, Time and Budget
8 | Metrics
9 | Database
10| Mandatories
4. Client Overview
Brand’s Values
1843
2016
“We provide our readers (student, corporate
and academicians) with short and
straightforward articles to smart up their
information consumption” (Garber, 2011).
Journalistic Freedom Global Perspective Quality Information
6. Marketing & Database Objectives
Acquisition:
To raise the percentage of
subscribers from 29% to 40%
by the end of 2017.
Retention:
To retain 40% of existing
subscribers by December
2017.
Database:
To retain 40% of existing male
subscribers by December 2017
To increase the rate of female
loyal subscribers by 40% by
December 2017
To increase the rate of
customer lifetime value by
10% by December 2017
7. The Current Situation
More Male Oriented:
13% of readers are women
(Nieman Lab, 2016)
Businessmen & Well educated
average age - 47
(WSJ, 2009)
Associated perceptions
Serious’ (WSJ, 2009),
‘Moderate, quirky and unconventional’
(Time Dorks, 2016).
69% of young people in 2014
had no feelings towards
the Economist
(Statista, 2016)
8. Businessmen, Average age - 47 (WSJ, 2009)
Characteristics
Wealthy (WSJ, 2009)
Well educated
Sophisticated and affluent
Tech-savvy
‘Globally curious’ (IDM, 2016)
Ethical (IDM, 2016)
Professionally minded
Most likely reads
‘Global, political, social, economic and business news’ (Time
Dorks, 2016)
Issues that influence and shape our world (IDM, 2016)
Banter, debates, expertise, risk, crisis and economy (IDM, 2016)
The Current Target Audience
9. Females: The Wanted Target Audience
Women aged 21-29
Characteristics
University students
Financial aid - Student Finance
Graduate jobs with a steady income
Tech-savvy (The Guardian, 2015)
Keen to learn new things
Most likely reads
Human topics (IDM, 2016)
Narrative hooks (IDM, 2016)
Advertisements (INMA, 2013)
Business, family, social development, research, seeking
connections and ensuring intimacy (IDM, 2016)
10. The Economist is currently perceived as more
men oriented
Aim of our communication strategy
- | Redirect The Economist towards business women;
- | Increase female readership;
- | Attract more readers amongst the younger
generation aged 21-29;
- | Build more loyal relationships;
- | Create strong CLTV;
- | Integration and implementation of unisex topics .
Why Now?
21. Social Media Campaign
Demographic
Age 20 - 29
Gender Females - Males
Education Level Degree, Master, PHD
Occupation Students, Academicians, Economics, Finance,
Management, HR, Marketing
Geographic
Country The UK
City London
Psychographic / Interests
Pages The Economist, The Telegraph, The New York Times,
Forbes, Business Insider, BBC News, Bloomberg, Financial
Times, Tech Insider, Entrepreneur, Goldman Sachs, HSBC,
Morgan Stanley, Deutsche Bank
Celebrities Richard Branson, Robert Kiyosaki, Peter Sage, Tai Lopez,
Keith Weed, T Harv Eker
Books The Little Prince, The Fountainhead, Atlas Shrugged, The
Secret, The Art of War, Rich Dad Poor Dad, The Black Swan
Targeting
22. Customer Journey
1 | Exposure
Geolocation
(London,UK) and
exposure to
Billboards.
Digital Exposure.
2 | Awareness 3 | Engagement
University Stand & Pop-Up Store
(Direct )
Advertisement, Social Media and
Forum.
(Digital )
23. Customer Journey
4 | Incentives 5 | Evaluation 6 | Subscriptions
Gadgets & Customised
Content
Existing & New
Subscribers will be
invited to share on The
Economist’s forum
feedback and
suggestions.
£12 for 12 Weeks:
Print, Audio
+ Digital Version.
7 | Advocating a Bond
Positive WOM & Loyal
Relationships.
25. Testing, Time & Budget
Jan 2017Dec 2016
Focus Group,
Message Testing
Campaign
Preparation,
Stands at University
Digital Campaign
Launch
4 Weeks: Every Monday
1 Year: Jan 2017 – Dec 2017
Feb 17 Mar 17 Apr 17 May 17 Jun 17 Jul 17 Aug 17 Sept 17 Oct 17 Nov17 Dec 17
Pop-Up-Store,
5 Weeks : Each
Monday.
Time
Lapse
Advert
Direct & Digital Campaign
26. Testing, Time & Budget
Message Testing:
One Focus Group
£3000
(Nielsen, 1998)
University Stands:
£1400 per stand
4 weeks = £5600
Pop Up Store:
Per day - £125
5 stations = £625
Billboard and Time Lapse:
Billboard - £500 to £1,500 per month.
Day Shoot - £350
(Construct Films, 2016)
Instagram:
CPM - $6.58 / CPC - $0.44
Facebook:
CPM - $5.21 / CPC - $0.25
(Rodriguez et al., 2016)
Direct Campaign Digital Campaign
(Popup Stands
UK, 2016)
(Christie, 2014)
27. Forecasting
Acquire 11% more
subscribers by the end of
2017
Shift attitudes 21-29 year
olds have of The Economist
from neutral to positive Raise awareness of the benefits of
subscribing: cheaper for students,
personalisation
Integrated topics, professionalism
28. Forecasting
Forecast 1
Target Age Group: 21-29
Email
Response
Female Male Total
Quantity mailed
Total clicks
24000
21500
13500
11500
37500
33000
Response Rate 89% 85% 87%
Forecasted
Subscription
29-40% 29-40% 40%
Actual
Subscription
36% 32% 68%
Year 2 and 3
● Gathering and analyzing data collected from
the campaign run in year 1
● Using this to suggest further improvements to
The Economist’s content
● Launch same campaign throughout the whole
of the UK
● Maintaining our focus on attracting more
women
29. KPI’s
Retention Rate
Customer
Acquisition Rate
CLTVClick Through Rate
(Total clicks / Sent
Emails) * 100
Insight into how many
customers engage with
content.
Number of customers
retained to the number
at risk.
Track the change in
ability of firm to retain
customers.
Total Acquisition
expense / total of new
customers.
CLTV = ARPA*%
Gross Margin / %
MRR Churn Rate
To track the cost
incurred by acquiring
new customers.
To assess the
financial value of
each customer.
Return on
Investment
Predicted subscribers x
12 - budget / 500,000
To measure the success of
our campaign i.e. did our
marketing expenditure
translate into sales?
30. Mandatories
You cannot change or affect the
editorial content in any way and this
should not be considered as part of
your response. However, you do have
the exibility to package together
existing content and tailor /
recommend content for specific
audiences.
To be clear, this isn’t about turning
The Economist into The Economist -
we do not want a campaign that is
patronising or demeaning to
women in any way.
The Economist also doesn’t want to
compromise the integrity of our
Editor, Zanny Minton Beddoes, so do
not use her as a figurehead in your
creative recommendations;
This brief is for a UK pilot only,
running from Jan 2017 to Dec 2017.
31. Thank you !
Any Questions?Alessia Arcuri, Bartlomiej Birgiel,
Lina Adade, Niccolo Campa,
Shandia Vythilingum.
32. List of References
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