This document outlines a communication campaign strategy to launch a new tablet app version of Wanted Magazine. It identifies three key target markets - new consumers, existing Business Day subscribers, and trade marketers/advertisers. For consumers, the strategy is to promote the bespoke and interactive content available exclusively on the app. For advertisers, the strategy is to demonstrate how the app provides enhanced advertising opportunities with analytics and customization. The proposed campaign elements and tactics include TV, print, online, and email marketing, as well as social media and a dedicated app landing page.

1. WANTED MAGAZINE APP
LAUNCH CAMPAIGN

2. THE BRIEF
Develop a communication campaign strategy to Launch Business Day Wanted
App – Tablet addition to the new consumers, BD subscribers & trade
marketers.

3. THERE ARE THREE
KEY TARGET
MARKETS
NEW
consumer
Business Day
subscriber
Trade
Marketers /
Advertiser

4. THE STRATEGY
Consumer
Strategy
Advertiser
Strategy
o Increase brand and
product awareness
o Drive downloads and
online subscriptions
o Drive awareness and
uptake of advertising on
the digital platform

5. CONSUMER STRATEGY

6. TARGETMARKETPROFILES

7. Insight
They aspire for bespoke experiences, the latest
toys and the finest clothes. They will spend
money to portray this luxury lifestyle . They are
very impulse driven.
They indulge in life so indulge on Wanted

8. Rich engaging content
Consumer - interactive,
get added content like
behind the scenes video
of the fashion shoots, its
with you all the time on
your ipad - don't have to
carry around the print
version
Value Proposition

9. STRATEGY
To attract new consumers and Business Day subscribers by
communicating Wanted’s bespoke/ luxury content and how
interactive the experience will be on the Wanted tablet App.

10. KEY MESSAGING

11. CAMPAIGN ELEMENTS

12. VISUAL MOODBOARD

13. TVC STORYBOARD

15. PRINT ADS

18. ONLINE BANNERS

23. MAILER TO BD SUBSCRIBER

24. WANTED APP LANDING PAGE

25. #TheWantedLife Campaign
SOCIAL MEDIA CAMPAIGN

30. Celebrity tweeting I'm living my
#WantedLife at the BMW launch

31. Visual photo – New wanted is out
#
#
#
#
#

32. TRADE MARKETERS / ADVERTISER
STRATEGY

33. ADVERTISERINSIGHTS
For this market we need to demonstrate product features and
how they will benefit brands. They need to understand the costs
and value for money. The app is about bringing adverts to life
through digital. Now consumers can see the product and are
able to engage on a sensory level. (See, touch & hear) More
importantly call to actions and accurate ROI measurement.

34. Insight
Wanted app is a visionary digital publication that
offers marketers an exceptional variety of unique
advertising and lavish editorial opportunity.

35. Advertisers - get detailed
analytics on their ads-
how long consumers
engage with the ad, time
spent etc. Ads are not just
limited to print specs -
they can have long
scrolling, add in
functionality, add videos,
link directly to their
website and social media
pages.
Value Proposition

36. STRATEGY
The Strategy is to Increase advertising sales from existing and new advertisers
across both platforms by creating opportunities for mass customization, brand
partnerships and selling advertisers on the multiple ad formats available in the
App. We will also provide the necessary sales tools to increase advertising
revenue.

37. CAMPAIGN ELEMENTS

38. BRAND PROFILES

39. PARTNERSHIP MAGAZINE

40. MAILER FOR ADVERTISERS

41. GIFT SUBSCRIPTIONS

42. INTERACTIVE SHOWCASE – ADS – RATES

44. LEAVE BEHIND

45. SALES ENGAGEMENT TOOL
Link to TM
ADROOM

46. SALESENGAGEMENTTOOL

47. POWERPOINTSALESPRESENTATION
COVERPAGE

49. MEASUREMENT &
REPORTING

50. NEW consumer – new
subscriber
Online
Social Media
Landing page
Analytics and
response
rates
• New subscribers
• App downloads
• Social shares (Likes,
tweets etc)

51. SUBSCRIBER
Direct E-mailers
Social Media
Landing page
Analytics and
response
rates
App Downloads

52. ADVERTISER
Advertiser App
Landing page
Leave behind
Analytics and
response
rates
Engagement
with leave
behinds. QR
code?
• New and increased types
of advertising.
• Co- Branded Campaigns /
Brand partnerships

53. COSTING

54. TVC R 29 250.00
Print Ads R 16 500.00
Banner Ads R 6 750.00
E-mailers (to current registered user base BD) R 8 250.00
Advertising client leave behinds with rates (Does not include production) - With hand over disk R 18 000.00
E-mailers to key trade clients -Does not include send R 8 250.00
Presentation template optimized for selling & trading R 3 000.00
Client Service R 7 150.00
Landing Page R 33 750.00
Subtotal: R 130 900.00
15% Discount - R 19 635.00
Total excl VAT: R 111 265.00