Promotional Document
Alice Farr
MAKE UP WITH YOUR MIND Campaign Led Insert
CONTENTS
P. 2
Present market position
P. 3
Target audience of promotional outputs
P. 4-5
EPR marketing activities
P. 6
PR objectives
P. 7
Promotional strategy
P. 8-11
Event details
P.12-15
Order of events
P. 16-19
Event collaboration
P. 20
Press evening
P.21
Press release
P.22-23
Event logistics
P.24-25
Film details
P.26
Film logistics
P.27
Image references
MAKE UP WITH YOUR MIND 1
SITUATION ANALYSIS
Mission statement Since 2012 Suitcase magazine has specialised in inspiring and educating individuals to fully experience culture, enhancing many lifestyles. We now expand, making it our mission to promote and campaign against issues that obstruct life’s bright experience.
Present market position
S
Fig.1
uitcase Magazine is a multi-media publication which was created in 2012 by founder Serena Guen. The magazine started online however, expanded to a print publication, creating two audiences for the brand. Since the creation of this publication, its market position has adapted and developed. Suitcase’s current market position is at Mid to High range of artistic ‘indie’ magazines, producing a high-end read with an affordable price of £6 compared to competitor Cereal Magazine who sells at £12. With its special, original aesthetic, Suitcase is a kept, coffee table magazine that will stay with its owners forever as they dip in and out of the content, collecting a vast range of travel guides. Suitcase is accessible (however exclusive) with limited stockist locations and a quarterly release, providing a high-end feel. Suitcase promotes itself through collaborations, events, social media and website films. However the publication does this at a pace that sustains its exclusivity. Through this developed position in the market, Suitcase has increased its content through a wider range of topics, whilst interviewing interesting everyday individuals combined with well-known profiles. 2
Fig.2
SITUATION ANALYSIS
Target audience of promotional outputs When promoting the campaign-Make up with your mind which includes new insert concept: Case study – Anxiety Issue, Suitcase has to reach the targeted audiences (explained in creative strategy document) of Suitcase readers, online, and offline, as well as the secret beholders of anxiety. Makeupwithyourmind aims to change the negative stigma surrounding anxiety and will be promoted through film and a experiential event tied together through social media.
FILM AUDIENCE The promotional film will be placed on Suitcase Magazine’s website to engage with the online audience. The film will be a short, sneak preview of the new campaign led, Case Study - Anxiety Issue insert. The film is there to create excitement, set the vibe and act as a count-down to release of the special edition. Overall the film will promote the insert and engage viewers with the campaign tag-line #Makeupwithyourmind. The promotional film is aimed at Suitcase’s readerships with a focus of online readers, persuading them to engage with the print. Age: 24-39 years old Sex: 69% Female 31% Male
EVENT AUDIENCE The event is a mindful, well-being focused pop up, to promote the insert as it is launched. The focus of the event is the content and topic of the insert, anxiety. The event will connect with attendees while they utilise the campaign hash tag #Makeupwithyourmind. Target audience event: - Dedicated suitcase readers -Anxiety beholders -Yoga, health and well-being enthusiast’s -Collaborator fans (Lush cosmetics, Carl Honore, Shona vertue) The event itself will be promoted through Suitcases website, as well as social media. Collaborators at the event will also promote the event through their own online social followings, bringing new potential readers to engage with the publication and to expose the campaign to. 3
SITUATION ANALYSIS
EPR & marketing activities
S
uitcase Magazine utilises social media as a focus of its EPR and marketing strategy. For the promotion of Make up with your mind, elements such as film and event are created to promote the new issue and campaign. However, social media will overall connect with online readers informing and promoting these concepts. The analysis below shows how suitcase is currently using social media and the most effecting aspects.
Social Media Twitter!
Activity 30,600 Followers
Strengths • • • •
• Similar posts can appear as repe==ve • Most of the tweets are linked with ar=cles, lack of stand-‐alone tweets • Tweets lack interac=on in terms of likes and re-‐ tweets
Facebook!
50,921 Likes
• Posts daily • Video and films from website linked • Visually pleasing
• Posts are less regular than twiNer • The Facebook doesn’t have a new purpose as it is repea=ng a lot of the twiNer content • Considering its ac=vity, lacks interac=on of shares and likes of posts-‐ineffec=vely engaging with audience
Instagram !
27,200 Followers
• More likes and interac=on on content • Good mix of magazine and personal content • Images are vibrant and inspiring • Images include tags to individuals and brands • U=lises effec=ve hash tag #SUITCASEtravels
• Lack of linking to other social media • not effec=vely
• All day updated feed of employees at Suitcase • Sneak preview – makes the world of publica=on appear accessible • Good amount of likes and interac=on • Good range of conversa=on from work conversa=ons to speaking directly to the readers -‐ personalisa=on • Can share feed on own social media to spread conversa=on
• Less ways to interact • Though a popular form of social media for Suitcase Viber is less well known
Viber !
4
Regular updates Sneak peak to what is new Range of content Effec=vely promotes magazine and topics included
Weaknesses
89,455 Followers
combining social media
SITUATION ANALYSIS
What social media will be in use? From the previous analysis, Suitcase use all of their social media for different purposes but all to link content. Suitcase have enough variety of social media, but not an overwhelming amount, meaning to utilise all areas, the content and time management will be manageable over all areas.
CAMPAIGN LED INSERT Sneak previews and sections of articles will be promoted through the website and linked to Twitter, Facebook and Viber. Campaign Imagery and tag line #Makeupwithyourind will be mainly promoted through Instagram and Twitter to gain the most interaction
EVENT Main promotion of content of the event will be through the website and the Viber application. Information and sneak previews shared through twitter, Facebook and Instagram. Repeated invitations, booking information and location linked on social media and collaborators social media.
FILM Launched on website and shared through all social media. Previous to the launch of films, sneak previews on Instagram.
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SITUATION ANALYSIS
PR objectives
-Introduce the new concept of the insert: Case Study, which will continue to come out once a year in one of the quarterly magazines. -Expose the topic of anxiety -Expose Suitcase to new readerships -Through well-being, lifestyle event, new readers can interact with magazine on a personal level -Increase Magazine sales and subscriptions -Spread campaign tag line #Makeupwithyourmind to create an online community and awareness -Increase opportunities for Suitcase Magazine regarding collaborations -Promote a new outlook on anxiety providing, natural support at event for individuals with anxiety
6
SITUATION ANALYSIS
Promotional strategy
Fig.3
PRE
The campaign ‘Make up with your mind’ aims to get the conversation regarding anxiety moving, changing peoples perceptions and in turn promoting Suitcase Magazine. During the time before the Publication is launched through the event, social media will be promoting the concept on Suitcase’s Website, Instagram, Facebook, Twitter and Viber. Before the launch of the insert, to create a mood and excitement the promotional film will be launched on Suitcase website and shared through social media outputs on the 19th of May; two weeks before the publication comes out. Before the launch, all details/sneak peaks of the event will be available online and on social media for people to book in to the yoga brunch.
LAUNCH
On the day that the publication and campaign is launched, the event will open to the press. Social media will update the evening’s events showing sneak previews of the event. Part articles and interviews from the insert will also be shared on Suitcases website and photography will appear on the Instagram.
POST
After the campaign is launched and the event has took place-up until the next volume of Suitcase comes out, posts regarding Make up with your mind will still appear over social media and their website. To keep the campaign moving in to the future, Suitcase will look at talks which they can present at events to continue the campaign and insight in to anxiety.
7
EVENT DETAILS
Why an event?
A
nxiety is something that is often not spoken about because it cannot be seen. This emphasises the importance of an event for Suitcase’s campaign led insert. The aim of the event is to bring the topic of anxiety from the pages of the insert in to real life. All the brands and companies who are at the event are all featured in the insert, really turning the pages in to something physical and experiential. -Creates a personal and unique experience -Brings situations/magazine issue to life -Breaks down barriers of print and social media to portray messages more clearly and interactively -Talking point -Raises profile of campaign and special issue/surrounding area and existing readers and followers -Allows the special issue to expose anxiety in a personal/ sensory away instead of just written
PREVIOUS EVENTS Suitcase x Guy Gerber Winter 2013 Edition Launch Art Basel, Miami Suitcase + juice box LFW Closing party Basement, London Edition Hotel Summer suitcase pop up boutique Walton Street, London Suitcase + Vinaya Dinner Rivington Street, London
Fig.4
8
EVENT DETAILS
Suitcase Make up with your mind - Event
WHEN
LOCATION
Event open to press for launch Thursday, June, 2nd 6pm-9pm
Event open to the public: Friday, June, 3rd 9am-1pm Saturday, June, 4th 9am-1pm Sunday, June, 5th 9am-1pm
Vinaya is a brand which combines human science with technological innovation to create products that improve well-being in the digital age. Vinaya has lab and studio space. The event will be held at the loft space studio.
WHY Not only does Vinaya’s concept of human science fit with make up with your mind, Suitcase have previously worked with Vinaya on an event, with this relationship the use of space is easier and more cost effective. The location of Shoreditch is also appropriate for UK Suitcase readers and will be heavily promoted online to encourage insight as well as random footfall.
5 Standard Place, Rivington Street, EC2A 3BE London, UK
Fig.5
Fig.6
9
EVENT DETAILS
Suitcase Make up with your mind - Event
T
o gain more attention for the event via footfall whilst welcoming incoming guests to the event., window displays will be produced. The campaign ‘Make up with your mind’ images are used to make a bold statement as well as the hash tag to instantly create online interaction.
#MAKEUPWITHYOURMIND YOGA BRUNCH
10
EVENT DETAILS
#MAKEUPWITHYOURMIND
YOGA BRUNCH
#MAKEUPWITHYOURMIND YOGA BRUNCH
11
ORDER OF EVENTS
Suitcase Make up with your mind - Event PRICE The event is free to enter, although to attend the yoga brunch, tickets will need to be purchased via the online Suitcase website booking system for ÂŁ15. Without this booking yoga cannot be attended but food and drink can be and are all charged at the event.
YOGA ACTIVITY To provide information on natural ways to calm the mind and aid anxiety, three different yoga teachers based in London will do a 35-minute class sponsored by My Yoga London. This will be followed by an anxiety discussion on their experiences and advice. Each class will be incredibly different providing something for everyone. The yoga class accommodates up to 40 people and will need to be pre - booked through Suitcase’s websites online booking system. If on the day there are spaces sign ups will be available but spaces cannot be guaranteed. All the yoga equipment such as mat and bottle will be provided by Suitcase and branded with #Makeupwithyourmind; the bottles will be free to take away for all those taking part in the class. The yoga class will be followed by a sociable, nutritious brunch.
YOGA SCHEDULE: 10 AM FRIDAY breathe of fresh air -beginner yoga class with Steffi White
SATURDAY Yoga combined with martial arts with Ryan Calderon-Miah
SUNDAY
Fig.7
Fig.8
Fig.9
Calm, worry free yoga with Shona Vertue
Fig.10
12
Fig.11
ORDER OF EVENTS
Fig.12
13
ORDER OF EVENTS
Suitcase Make up with your mind - Event Q+A TALK ACTIVITY Mental health and anxiety as a whole is something we all need to be talking more about. Because of this, on the days of the event after the morning and midday yoga session, inspirational speakers will be at the event from the insert, for sit down Q+A sessions on how to make up with your mind. These sessions allow people to find out more about the faces from the publication as well as creating much needed discussion about anxiety and the campaign.
Q+A SCHEDULE FRIDAY 11 Am Carl Honore author of ‘In Praise of Slow’ 12:30 Pm Lindsay Jessup - My Yoga London
SATURDAY 11 Am Jo Davis - Travelling with anxiety 12:30 Pm Jody Hield - Mindfulness guru
SUNDAY 11 Am Leah Kim - Nike Yoga ambassador and teacher 12:30 Pm Jody Hield - Mindfulness guru
Fig.13
14
ORDER OF EVENTS
Fig.14
15
EVENT COLLABORATION
Food
T
hroughout the day, Hackney Pantry will be at the event providing a sit down brunch for those who have purchased a yoga brunch ticket and will also be selling take away nutritious snacks and treats. They will be attending the event free of charge, as the event will be providing them with complimentary advertisement from Suitcase however they will be keeping all profit received from their food sales at the event.
Fig.15
Hackney Pantry Yoga Brunch Menu
Buckwheat Breakfast Bowl Apple, Cinnamon, Blackberries, Pomegranate *** Toasts Mixed Berries, Bay and Orange Chia Seed Jam Peanut Butter E5 Rugbrot Bread *** Whipped Parsley Tahini Spread Spicy Pickled Carrots E5 Rye Bread *** Avocado Egg E5 Spelt Bread *** To Take Home Raw Chocolate Energy Bites
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EVENT COLLABORATION
Fig.15
Drinks First Aid Box is a cafÊ and cocktail bar run buy owners of drinks consultancy, Salts Of The Earth. First Aid Box’s concept revolves around health and nutrition and will be attending the event, providing their fresh juices for those with yoga brunch tickets. However, those who do not have a ticket can purchase the juices. First Aid Box are attending free of charge however will keep their event profit. Fig.16
17
EVENT COLLABORATION
Shake it social
SHAKE IT fitness product brand will be at the event selling their yoga mats and promoting their new range, mentioned in their interview which features in Case Study - Anxiety.
Fig.17
Lush Cosmetics Lush Cosmetics will have a small station at the event, providing a demo on a series of calming uplifting products featured in the publication. People who attend the event can try out the products, learn more about them and purchase if they wish. Again, Lush is doing the event free of charge and again keeping the profit from the station.
Fig.18
18
EVENT COLLABORATION
Social media interaction WHAT IS ANXIETY TO YOU?
At the door (which leads out from the event) there will be a large board with pens. The board will have the campaign tag line #Makeupwithyourmind at the top of it. Alongside the hash tag, text will say ‘what is anxiety to you?’ Here people can write their thoughts, words and opinions and take a ‘Selfie’ in front of it; upload to Instagram with the hash tag.
#MAKEUPWITHYOURMIND
Promotion of Suitcase Magazine The magazine will have its own sales and subscription stand where the new special edition of the publication will be available to buy at the event. A member of Suitcase staff will also be available at the stand with an Ipad for people wanting to subscribe to the publication. Fig.19
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PRESS EVENT EVENING
DATE & TIME Thursday 6PM-9PM The event will run the same as with the public, although Q and A sessions throughout the evening as well as a yoga class. Physical invitation of a boarding pass -Suitcase Airlines -Destination: Your mind -Board at: 5 Standard Place, Rivington Street, Shoreditch -Requires online check in
Fig.20
Give away Press and bloggers will all receive a goodie bag that includes: -Suitcase magazine -Hackney Pantry protein balls -Free yoga class -Yoga bottle with the hash tag -First Aid Box Juice -Lush massage bar and bath bomb Fig.21
Press night invites Charities
Brands
-Anxiety UK charity -Mind charity -Don’t panic charity -Zoella - blogger/ambassador of Mind
-Lush PR Members -Sweaty Betty PR -Lululemon PR -Vinaya House PR -Shake It Social PR -Origins PR
Bloggers and Health Enthusiasts -Madeline Shaw -Ella Woodward -The Helmsley sisters -Carly Rowena -Lindsay Jessup -Maeve Madden -Shona Vertue -The boys of yoga team -Niomi Smart 20
Publications
-Event magazine -Stylist magazine -Suitcase Magazine Staff and their friends and family VIP
PRESS RELEASE
#MAKEUPWITHYOURMIND Case Study: Anxiety Issue
FOR IMMEDIATE RELEASE CONTACT: Serena Guen 35-36 Eagle Street London WC1R 4AQ Email: serena@suitcasemag.com Website: https://suitcasemag.com
Suitcase Magazine presents ‘Make up with your mind’ a wellbeing event in celebration of our campaign led new insert ‘Case Study-Anxiety issue’. The 2016 Make up with your mind, yoga brunch, event will be held during the 3rd to the 5th of June from 9AM-1PM at Vinayas Loft Space, studio in Shoreditch. This event will mark the launch of our campaign #Makeupwithyourmind and its new insert concept, Case Study with our first release: The Anxiety Issue. The event is all about promoting the topic of anxiety, its commonality whilst addressing its negative, clinical stigma and re-branding it. Make up with your mind’s yoga brunch is all about starting your day right by providing a calming, uplifting event to guide those to befriend and Make up with their mind, naturally, through technique and conversation. For the full experience of the event, tickets can be booked via the Suitcase website. Tickets include free yoga class by top yogis such as Shona Vertue and a nutritious, social, brunch by Hackney Pantry and First Aid. The event is free for those who don’t wish to attend the yoga brunch, other aspects of the event include Q+A talks from individuals featured in the insert such as author Carl Honore and Aid stations by Lush cosmetics, Shake It Social and Suitcase Magazine. The event brings our special issue to life and promotes an invisible topic which is often kept quiet...Not any more.
EVENT DETAILS Make up with your mind-Yoga brunch event Date: 3rd, 4th and 5th of June 2016 Time: 9AM-1PM Location: 5 Standard Place, Rivington Street, EC2A 3BE London Ticket Prices (for yoga and brunch): £15 Tickets can be purchased at: https://suitcasemag.com/makeupwithyourmindevent (Event can be attended without ticket though Yoga brunch cannot be without ticket due to limited spaces)
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EVENT LOGISTICS
Timeline of event
Month April 2016
Description • • • • • •
May 2016
June 2016
• • • • • • •
Contact production Have in place, marketing strategy Plan invites – blogger reach out Promotion of event starts on social media 4 weeks prior Send out press invites and press release 3 weeks prior Receive all branded products -1 week prior Meetings to check schedule of event and enquire staff requirements and responsibilities at event are clear – 1 week prior
• •
Day before event set up Day of event launch, external partners arrive to set up final prep for launch at 6PM Afternoon of final day pack up
•
22
Planning initial ideas Contact Vinaya loft space Contact: guest speakers, yoga teachers, Hackney Pantry and First Aid Order branded water bottles and yoga mats Fully brief staff Build online check in for press night and booking system for public
EVENT LOGISTICS
Budget of event Information
Cost
Income
Venue
Vinaya, Loft Space-Shoreditch
2450
0
Marketing/Advertising
Anxiety charity sites, social media, Events Magazine
0
0
Invitations for press/key people
Physical flight ticket with online check in code
500
0
Goodie Bags
For press night
500
0
Staff
Managed By Suitcase
0
0
Production cost
Lighting, Music
500
0
Drinks press night
By First Aid Box
250
0
Drinks weekend
By First Aid-Charging per juice for those without yoga brunch ticket
0
0
Food press night
Hackney Pantry
250
0
Food weekend
Hackney Pantry - charging menu for those without yoga brunch ticket
0
0
Yoga teacher
x3 given advertisement
0
0
Suitcase water bottles
Give away 290 bottles branded with the hash tag
377
0
Suitcase yoga mats
50 branded with the hash tag yoga mats
200
0
Q+A Speakers
x 3 given advertisement
0
0
Lush demo pop up
Staff provide information on products used in insert
0
0
Shake it social
Staff selling new yoga range
0
0
Travel and accommodation
For speakers that need it
150
0
Sales of Suitcase Magazine
Target:150 sales
950
Subscriptions to Suitcase Magazine
Target:50 Subscribers
1250
Yoga brunch ticket
Estimated at 40 people per session per day (Ticket:ÂŁ15)
3600
Yoga brunch
Hackney Pantry - First aid box
1500
0
Yoga teachers
3 x teachers at ÂŁ50 a session
150
0
6827
5800
TOTAL: 1027 23
FILM DETAILS
T
o promote and communicate the concept of Suitcase’s campaign, Make up with your mind a conceptual film will be launched on Suitcases website. The film will provide a sneak peak of the insert whilst setting the mood and feel of the campaign by visuals and music. When the film is on the website it will then get shared over their social media. The film will be shot during the Photoshop for the campaign #Makeupwithyourmind. The film won’t give much away of the content of the issue but will set the tone and atmosphere of what to expect.
WHY FILM Suitcase Magazine often uses the medium of film on their website to promote certain articles/topics or the newest volume, to create a feel and generate excitement for the release. Therefore, it suits Suitcase magazine and is a natural progression and way to promote the issue and the campaign. -Visual -Online-suitcases large online audience -Easily shared to social media platforms -Viral -Different way to learn-theories -Combined with publication and event hits different target audiences -Collaborations shared amongst large community- breaking in to new networks -The initial sneak preview- provides excitement, knowledge countdown or release -Sets the mood
PAST SUITCASE FILMS -In the beginnings concept story for Vol.10 -Behind the scenes videos -The golden age -Jade Farmiloe - The Typing Room interview
Fig.22
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FILM DETAILS
The film is incredibly simple and will last 40 seconds to a minute. The film reflects the main editorial photo shoot for the campaign and the publication. Alongside the shots from the shoot, mindful calming film of water will merge with the editorial shots of the model.
Featuring: Isabel Schwarz - Savalas Models Props/products: Lush products and flowers Length: 40 secounds-1miniute Original score: Birdy - ‘Keeping your head up’ Presented by: Suitcase Magazine - suitcasemag.com Produced by: Magna Carta Media - MagnaCarta.tv Written and Directed by: Alice Farr Executive Produced by : Serena Guen & Maximilian Guen Production: SUITCASE and Tona Stell Styling: Alice Farr Hair and Makeup: Freelance Cinematographer: Freelance Editor: Stephen Michael Simon
Film Blurb Have you ever felt so suffocated by the invisible? No matter how normal and natural you try to imagine it… All you see is the synthetic, clinical, stigma, not for much longer. Suitcase brings you its new campaign led insert, Case Study: Anxiety Issue. Show us how you #Makeupwithyourmind
Film Mood
Fig.23
Fig.24
Fig.23
Fig.24
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FILM LOGISTICS
Month March 2016
April 2016
May 2016
Description
• • • • • •
Planning initial ideas with in house film producer Contact Magna Carta Media – brief them - set up regular meetings Script and mood boards created Book Models Book hair and makeup freelance Book studio space Organise flowers 4 weeks in advance Contact Lush PR (for products)
• • • • •
Stylist organises looks and clothing Shoots film Edit shots Overall finale edit Founder approval
• •
Uploads to Suitcase Website, May 1st Shared over social media
• •
Info Model
Savalas model agency
Photo Studio
Suitcase regular
Camera and lighting
Cost
Inome 130
0
60
0
Usual suitcase use
0
0
Filmer
In house
0
0
Editing
In house
0
0
Props
Flowers by florist
150
0
Make up artist
Freelance
80
0
stylist
Suitcase staff (on wages)
0
0
Clothing
PR agency lend
0
0
- 1320
TOTAL: 420
0
26 Total Cost
-420
IMAGE REFERENCES
Fig 1 http://batsbazaar.blogspot.co.uk/2012/07/suitcase-magazine-fortune-favours-bold.html Fig 2 Own Photography Fig 3 https://issuu.com/suitcasemag/docs/suitcase_magazine_media_kit_jan_201 Fig 4 https://suitcasemag.com Fig 5 Google maps Fig 6 Sent by Vinaya loft space Fig 7 http://www.steffyoga.com Fig 8 http://www.boysofyoga.com Fig 9 http://www.shonavertue.com Fig 10 Sent by Harvey Hodd Fig 11 Sent by Harvey Hodd Fig 12 Sent by Harvey Hodd Fig 13 Sent by Lush’s events planner Fig 14 Sent by Lush’s events planner Fig 15 Sent by Hackney Pantry Fig 16 Sent by First Aid Fig 17 http://shakeit.london Fig 18 Sent by Lush’s events planner Fig 19 http://www.sheridanandco.com/designingretail/the-study-by-sheridanco/the-study-hosts-the-launch-ofsuitcase-magazines-2nd-edition/ Fig 20 http://indulgy.com/post/HOzpfY1x63/destination-wedding-invitations-featurin Fig 21 http://www.beautyfromthefjord.co.uk/2014/10/hosting-bloggersteaparty-and-goody-bag.html Fig 22 https://vimeo.com/tag:Suitcase+Magazine Fig 23 Sent by Lush’s events planner Fig 24 Own Photography
MAKE UP WITH YOUR MIND 27