This document outlines New Concept Advertising's strategy for The Women's Subscription Enterprise, which aims to create jobs for women by selling magazine subscriptions. New Concept conducted research, finding that business owners are confused by similar-looking magazines. They identified cafes in Sydney CBD as the target audience. Their strategy is to position The Big Issue as having more of a human touch than other magazines. They will convey an empathetic tone of voice to appeal to this audience.

1. The Big Issue: The Women’s Subscription Enterprise Group 9026 Yuyu Kong (3341952) BlandinaWingyin Kwok (3359771) Kate van derMye (3255030) Yuchen QI (3363810) Ruiwen Liu (3360583)

2. Content Part 1: Who is New Concept? Part 2: We heard you! Part 3: Our Findings Part 4: Our Strategy Part 5: Conclusion Part 6: Q&A

3. Who is

4. New Concept Advertising Founded 2000 Dedicated to NGO Winner of 5 Cannes Lions

5. Our Clients

6. We are your superstars! Sudy – Your Michaelangelo (Art Director) Lois – Your Voice (Account Manager) Blan – Your Muse (Creative Director) Yvonne – Your Direction (Strategy Director) Kate – Your know-it-all IT diva (Digital Media Director)

7. We heard you!

8. We understand you are…

9. Your New Product

10. How to help?

11. National Corporations? (Google 2011)

12. The enterprise is… (Morgan,2008) (Bates, 2009) (Rapid change group, 2007) (boyko)

13. Money, money, money NGO (Glatz, 2011)

14. Evaluation Create jobs for at least 1000 women by this time next year. To increase the number of subscriptions by 10% by the end of 2012.  (The Big Issue 2011c)

15. Our Findings

16. Real Issue (Hetti 2011) ? (van derGailen 2011)

17. What are the targets thinking? Jessica, 33-year-old general manager of a café“I just get confused because all the magazines start to look the same.” (Griessel)

18. Target Audience – bull’s-eye ABC Café in Sydney CBD (Tribeca 2011) (Jahroc Furniture)

19. Who will be there?

20. Target Audience - Primary Businesses with reception areas in CBD (Central Interior Design 2011)

22. (InWaiting)

23. Market Insight Magazines in the market tend to inform readers about everything.

24. (Mannohai 2007)

25. Consumer Insight Business owners are struggling on which magazines they should get for the reception area.

27. Brand Insight The Big Issue has a special human touch in their stories.

30. Challenge

31. Getting business owners to know The Big Issue is very different from the other magazines.

32. Our Strategy

33. When they all line up…

34. Single Minded Proposition (SMP) The Big Issue has more of a human touch than other magazines. (Capel 2010)

35. Tone of Voice (Middle-aged diva 2011) (Francis 2010) (LWA 2003)

36. Requirements

37. Conclusion

38. We are… (Nash Photos) (Kemal Bas) (Cole)

39. Why bother? (Vogue AU 2011) (Time 2011)

40. The Big Issue has more of a human touch than other magazines.

42. Q&A

43. References Bates,P. 2009, Engagement Proposal Sunrise on the Beach, accessed 6 October 2011, <http://paulbates.com/engagement-proposal-sunrise-on-the-beach-pictures-photos >. Boyko, I. n.d., Negative Icon, accessed 6 October 2011, <http://www.veryicon.com/icons/system/must-have/negative.html>. Capel, C. 2010, ` Breaking campaign: Big Issue creates chances‘, Business Information, 15 October, accessed 6 October 2011, <http://www.bandt.com.au/news/breaking-campaign--big-issue-creates-chances>. Central Interior Design 2011,`Topline Corporate Headquarters is a small footwear design company based in Bellevue, Washington by NBBJ’, Central Interior Design, accessed 10 October 2011, <http://www.centralinteriordesign.com/4552/topline-corporate-headquarters-is-a-small-footwear-design-company-based-in-bellevue-washington-by-nbbj.html>. Cole, S. n.d., Blowing Bubbles, Getty Images, accessed 10 October 2011, <http://www.gettyimages.com.au/detail/108315222>. Doctors Without Borders 2011, logo of Doctors Without Borders, Doctors Without Borders, accessed 10 October 2011, <http://www.doctorswithoutborders.org/>. Francis, A 2010, Big Issue marketing & communications manager Natalie Susman with street vendor salesperson Clarissa Hall at the Melbourne HQ of the magazine, The Australian, 26 July, accessed 6 October 2011, <http://www.theaustralian.com.au/media/big-issue-launches-subscription-drive/story-e6frg996-1225896943856>. Glaze, C. 2011, Saving Money on Home Technology, accessed 6 October 2011, <http://www.gearfuse.com/saving-money-on-home-technology/ >. Google 2011, map of Australia, Google Australia, accessed 30 September 2011, <http://maps.google.com.au/maps?hl=en&tab=wl>. Griessel, S., n.d., `Smiling lady in cafe with laptop and mug’, 123RF, accessed 8 October 2011, <http://www.123rf.com/photo_7136886_smiling-lady-in-cafe-with-laptop-and-mug.html>.

44. References Hetti 2011, ‘spirited design: the big issue’, kis keep it simple, weblog post, 3 January, accessed 10 October 2011, <http://think-kis.com/blog/2011/01/03/spirited-design-the-big-issue/>. InWaiting, n.d., `Readership’, InWaiting.co.nz, accessed 8 October 2011, <http://www.inwaiting.co.nz/advertisers-readership.html>. Jahroc Furniture, n.d., `Café Dining Suite’, Jahroc Furniture, accessed 8 October 2011, <http://www.jahroc.com.au/10972.htm>. Kemal Bas, n.d., Multi Tasking Man, Getty Images, accessed 10 October 2011, <http://www.gettyimages.com.au/detail/108316196/Vetta>. LWA 2003, Woman spreading arms wide under blue sky, side view, Getty Images, accessed 9 October 2011, <http://www.gettyimages.com.au/detail/200365587-001/Photographers-Choice>. Mannohai 2007, `Magazine stand’, Mannobhai on Flick, accessed 8 October 2011, <http://www.flickr.com/photos/shoestringtheband/1281391101/>. Middle-Aged Diva 2011, `Caring for aging parents’, Middle-Aged Diva, weblog post, accessed 9 October 2011, <http://middle-aged-diva.blogspot.com/2011/04/caring-for-aging-parents.html>. Morgan, J. 2008, How do you maintain a positive online presence? accessed 6 October 2011, <http://www.jmorganmarketing.com/how-do-you-maintain-a-positive-online-presence/ >. Nash Photos, n.d., Dart in bulls eye, Getty Images, accessed 10 October 2011, <http://www.gettyimages.com.au/detail/103416044/Photographers-Choice>. Oxfam Australia 2011, logo of Oxfam Australia, Oxfam Australia, accessed 8 October 2011, <http://www.oxfam.org.au/>. Rapid change group, n.d., the problem, accessed 6 October 2011, <http://www.rapidchange.com/Home/EngagingEmployees/tabid/79/Default.aspx >. Save the Children 2011, logo of Save the Children, Save the Children, accessed 10 October 2011, <http://www.savethechildren.org/site/c.8rKLIXMGIpI4E/b.6115947/k.8D6E/Official_Site.htm>.

45. References Ted Noffs Foundation 2011, logo of Ted Noffs Foundation, Ted Noffs Foundation, accessed 9 October 2011, < http://noffs.org.au/>. The Big Issue 2011a, logo of The Big Issue, The Big Issue Australia, accessed 6 October 2011, <http://thebigissue.org.au/>. The Big Issue 2011b, logo of The Women’s Subscription Enterprise, The Big Issue Australia, accessed 6 October 2011, <http://womens.thebigissue.org.au>. The Big Issue 2011c, picture of the subscription model, The Big Issue Australia, accessed 6 October 2011, <http://womens.thebigissue.org.au>. Time 2011, Time magazine cover – Steve Jobs 1955-2011, Time Magazine, 17 October, accessed 10 October 2011, <http://www.time.com/time/covers/0,16641,20111017,00.html>. Tribeca 2011, ‘On site Café’, Tribeca Service Apartment, accessed 10 October 2011, <http://www.tribecaservicedapartments.com.au/amenities.htm>. UNHCR 2011, logo of UNHCR, The UN Refugee Agency, accessed 10 October 2011, <http://www.unhcr.org/cgi-bin/texis/vtx/home>. van derGailen, M. 2011, `Teaser: A Google Plus-Related Magazine Coming Up’, Michael Blogs, weblog post, 2 October, accessed 9 October 2011, < http://michaelblogs.com/teaser-a-google-plus-related-magazine-coming-up/>. Vogue AU 2011, Vogue Australia Nov 2011 Cover, Vogue Australia, accessed 10 October 2011, <http://www.vogue.com.au/vogue+magazine/>. World Vision 2011, logo of World Vision, World Vision, accessed 8 October 2011, <http://www2.worldvision.org/?&r=t>. WWF 2011, logo of WWF, WWF, accessed 10 October 2011, <http://www.wwf.org/>.