ZEITGEIST.
CS
REATIVE TRATEGY
c o n t e n t s 2 Concept 3 Identity 5
Rationale
7
Online Presence
9
Offline Presence
11
Launch
15
Primary Research
17
Target Audience
21
Drivers
24
Competitors
27
SWOT Analysis
29
Distribution
30 Budget 31
Future Vision
32
Kickstarter
35
Logistics
38 Timeline 41
Bibliography
43
Image references
CONCEPT
who we are, what we’re about zeitgeist noun
‘‘ ”
the defining spirit or mood of a particular period of history as shown by the ideas and beliefs of the time
Zeitgeist is to be a liberal commentary outlet and journal of opinion, written by and for a progressive 18-30 year old audience.
We intend Zeitgeist to be a catalyst inspiring small actions for wider change. The aim is to hook the 18-30 year old demographic into reading newspaper-style print publications. The print element covers the issues with a longer lifespan, for example, widespread and ongoing issues and think pieces. The online element exists as a stream of content fulfilling the role of informing readers of daily news and trends with a short lifespan.
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Zeitgeist sets itself apart by maintaining integrity and challenging the status quo, offering thought-provoking analysis of the social, cultural and political issues that are shaping our world. Issue 1 will focus on politics.
CREATIVE STRATEGY
ZE ITGEIST. 3
IDENTITY
Zeitgeist is a newspaper-style quarterly publication and website which aims to cover the issues that matter to 18-30 year olds - the issues that they feel are underrepresented in mainstream media. Zeitgeist aims to cover issues from racism and black lives matter, to politics and social issues like abortion debates and gender equality. The first issue will focus on politics. Typical newspapers like the Guardian and the Independent aim at an older readership, often alienating the 18-30 demographic, and in turn, they feel under-represented in such publications.
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Enter Zeitgeist. Differing from the traditional newspaper, Zeitgeist is not intended to be a read-once-and-throwaway item, its pages are filled with thought-provoking content to inspire small actions for wider change. Printed content will have a longer lifespan, in contrast to the shortterm lifespan content of a traditional newspaper. The aim is to create a discourse with the reader, and allow the publication to evolve into a two-way conversation. Collaboration with contributors within the demographic invites audience participation, which is echoed in the pullout posters which we encourage readers to plaster in the most controversial place possible. The website serves the purpose of producing more newsworthy content, taking the form of a stream of content updated daily which aims to inform, much in the same way as a traditional newspaper.
CREATIVE STRATEGY
Leave How different age groups voted in the 2016 UK Referendum, by percentage:
Remain Leave Remain Leave
Source: Lord Ashcroft Polls
Remain
27%
60%
Leave
‘Leave’
Remain
18-24 year olds
L
‘Leave’
S
65+ year olds
US Election 2016:
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r a t i o n a l e opinions heard by attending the polling stations. In a primary research survey (see page 15), 12.1% of respondents answered, ‘No, I didn’t vote’ in the general election of May 2015. When questioned, one respondent stated, ‘I felt like I didn’t know enough to make an informed decision’ as a reason for not doing so. This is echoed in the results of a political survey conducted by BBC Newsbeat, which concluded that the most common reason 18-24 year olds said they were unlikely to vote was because they don’t know enough about candidates and issues (2). It is clear that more information needs to made available to this demographic. It is vital this passion that 18-30 year olds express online is harnessed, nurtured, and translated into action which can spark real change.
18-30 year olds are the demographic that need to be galvanised to make their valuable opinions heard, with results in the wider political population following. The run-up to the Brexit referendum and US presidential election saw millions of tweets and posts from this demographic filling newsfeeds proclaiming their opinions, much of which were in stark contrast to the outcome of both votes, leaving many blindsided. The Guardian reported that out of the 18-24 year old registered electorate, just 64% placed their votes. This stands in stark contrast to the 90% turnout of over 65s (8). It appears whilst 18-30 year olds are the vocal online generation, the 65+ demographic are the generation, whilst being more silent online, that are making their
Activism is a growing trend inspired by such political upheaval, and Zeitgeist aims to embrace this to inspire actions which serve as small increments to move forward towards wider change. The 18-30 year old demographic have limited outlets to voice their opinions on political and social issues in the world of print newspaper publications, with social media being their current main outlet. For example, when asked ‘Do you know of any publications/newspapers which explore political and social issues that affect 18-30 year olds?’, 45.9% of primary research survey respondents answered ‘No’ or ‘None’. Zeitgeist aims to plug this gap in the marketplace.
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In a time of such political unrest as we have experienced in the last 12 months with Brexit in the UK, and the phenomenal disaster of the Trump election in the US, it is high time the 18-30 year old demographic are recognised as valuable voices within the political landscape. The 65+ generation have proved themselves to be a silently powerful force in determining the outcome of political votes, reflecting a conservative, and in the opinion of some, a very backwards frame of mind. For example, Brexit results data collated by Lord Ashcroft Polls showed that 60% of voters aged 65+ ticked the box to ‘Leave’ the European Union, overruling the 73% of 18-24 year olds who voted ‘Remain’ by sheer numbers. The 25-34 year old demographic also voted to ‘Remain’, with 62% voting this way (1).
CREATIVE STRATEGY
online Zeitgeist’s online presence will compromise of a website alongside Instagram and Twitter accounts, which are the only social media platforms we will be present on. The website will be designed and updated by the editor, hosted on the platform Wix, at the url www. zeitgeistweb.co.uk. This domain was available for purchase from 123-Reg.co.uk at a price of £9.59 for 1 year. The website functions in a similar way to sites such as The Pool and The Debrief (see Competitors, page 24 for more information) in that it will exist as a stream of regularly updated content. Content will encompass similar topics to the print element alongside current affairs, cultural and lifestyle features. However, the tone differs slightly from that in the print element as the online platform generates more newsworthy content with shorter lifespan. The tone remains light, yet informative. Articles will be short, to suit the online audience who have an incredibly short attention span and are likely multi-tasking applying their attention to more than one screen at once, e.g. watching TV and scrolling through social media simultaneously. A study by Microsoft concluded that the average human attention span has fallen from 12 seconds in 2000, or around the time the mobile revolution began, to eight seconds. It did also show, however, that online users are better at identifying what they want/don’t want to engage with and need less to process and commit things to memory. (3)
readers to the website, and to serve as a form of free advertising for the print publication. A social media campaign encouraging readers to register to vote will launch in May (see Promotional Document). The Instagram and Twitter profiles will also be an excellent method of creating discourse between us and the target audience, encouraging interaction via likes/ retweets/replies. Content posted will be of a certain nature that is intended to provoke feeling (see examples), with pictures of slogans with empowering messages, satirical illustrations from our contributors, or articles from the website with provocative/attention-grabbing headlines. Posts that evoke particularly strong feelings of rebellion, humour, or agreement will translate into higher numbers of reposts/likes/retweets, and thus serve to build our core follower base. We also encourage our readers to share pictures of where they have placed our posters (included in the print issue, and available to purchase separately on the website), with the hashtag #JoinTheZeitgeist, as a method of building awareness and strengthening the discourse (and relationship) with our audience. See opposite for examples of social media posts.
With this in mind, each article will bear a ‘approximate reading time’ figure at the top. This allows the reader to make a quick decision on whether they have the time to read, and also serves to encourage the time-stretched reader as reading time will be kept relatively short, although it will vary between articles. The social media channels will be used to drive
zeitgeistweb.co.uk @ZeitgeistNewspaper @ZeitgeistTweets
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PROMOTION
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example social media posts
CREATIVE STRATEGY
offline MERCHANDISE: BRIDGING THE GAP BETWEEN ONLINE & OFFLINE
In contrast to the articles featuring on the website, the content existing in the print element will have a deeper, more thought-provoking nature. Articles will be longer, and the aim with this content is to inspire action. With the low publishing frequency in mind, content for the print element will have to maintain relevance and timeliness in the months between issues. As a result, content will focus on topics that have a longer timespan, for example, widespread and ongoing issues through think pieces. As collective printing and delivery time is relatively short (8 days at the most), articles can be written fairly close to when issues are released, meaning timeliness and relevance can be maintained.
Merchandise will be available to purchase on the website in the form of posters and canvas tote bags bearing slogans and hashtags. There will be 50 of both posters and tote bags available. Posters will be printed on the same paper as the publication, costing £1.00 each and giving the customer the choice of 4 different slogans to choose from. The tote bags will feature the same slogans as the posters, but will cost £5.00. These will be purchased from ‘Awesome Merchandise’. Each item of merchandise will bear the website url and Instagram handle, in order to drive offline activity to online engagement.
Visuals will exist in the form of illustrations, infographics and photo series’ alongside accompanying articles to both enhance the message within the written content and to engage the creative reader.
Along with the item of merchandise the customer orders, they will receive a handwritten note encouraging them to snap pictures of their purchases in the most controversial place possible, and to post them on Instagram with #JoinTheZeitgeist along with tagging @zeitgeistnewspaper.
The print publication will be printed by ‘Newspaper Club’, taking the form of their ‘digital tabloid’ which measures 289mm x 380mm on 55gsm newspaper, across 32 pages.
In exchange for publishing their work, Zeitgeist’s contributors (illustrators/writers/photographers) will each be given 10 posters to distribute. They will be asked to display them in public, taking pictures and posting them to social media with the hashtag #JoinTheZeitgeist along with tagging us. They will also be encouraged, at their discretion, to give them to the ‘most influential’ people they know, who will be asked to do the same (as previous). This guarantees a community of ‘foot soldiers’ on the ground to ensure posters are seen both in public and on social media, to expand follower numbers and potential customer reach. See Promotion, page 11 for further information.
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ILLUSTRATION AMY HALL
THE PRINT NEWSPAPER
ZEITGEIST
CREATIVE STRATEGY
11
OFFLINE // PROMOTION
ZEITGEIST
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CREATIVE STRATEGY
launch FLASH MOB MARCH
for ain Stand n r un 120,000 Britaiinterests Breixteers the f the o , not have died y t i r o maj elites since the the rendum
To launch the print publication, we will be staging a series of flash mob marches. This will take place in five key UK cities: London, Manchester, Leeds, Newcastle and Liverpool. The launch series will begin in London on May 18th 2017, and will continue until May 22nd, occurring on the main pedestrianised shopping streets in the selected locations on each day.
refe
London: Oxford High Street - May18th Manchester: Market Street - May 19th Leeds: Briggate (high street) - May 20th Newcastle: Northumberland Street - May 21st Liverpool: Lime Street - May 22nd
of authentic activist, alongside people passionate about the publication’s values and message.
Marchers will compromise of 30 volunteers unique and local to each city, who are to be recruited via social media. 15 of these marchers will be drama students recruited from organisations in each of the respective cities (Italia Conti Academy of Theatre Arts London, Manchester School of Theatre, Yorkshire Academy of Film and Television Acting, Northumbria University and Liverpool Institute for Performing Arts). A mix of drama students and volunteers will mean the march will have both people confident to make noise and play the part
All marchers will wear white t-shirts with the word ‘Zeitgeist’ printed across the front along with #JoinTheZeitgeist. In return for their participation, volunteers will receive a printed tote bag, their t-shirt & copy of Zeitgeist print Issue 1. Participants will be briefed the morning of the event by the Editor (who will attend every event) on what they shall say and do in order to play the part of ‘marcher’ accurately. Placards will be provided on the day, and will display a variety of quotes lifted from print articles intended to provoke emotion and intrigue (see examples above). Marchers will be handing out ‘teaser’ pages of the newspaper, with an article on one side and website/stockist information on the reverse (see opposite). This will direct the public to the online platform and to locations where the print publication can be purchased, as a result of the intrigue inspired by the launch event coupled with the teaser hand-outs.
NEWCASTLE UPON TYNE
Z LIVERPOOL
Z Z
LEEDS
Z
The ‘Lead Marcher’ will be a first-aid trained individual, who will stand alongside the Editor at the front of the group. The Editor will also be partaking in the march whilst leading the group along a predetermined route. For risk assessment of the event, see ‘Logistics’ on page 35 of the Creative Strategy document.
MANCHESTER
LONDON
Z
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PROMOTION
FRONT
ZEITGEIST REVERSE
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CREATIVE STRATEGY
p r i m a r y
An anonymous online survey was completed by 33 18-30 year olds, which asked them about their views on a variety of issues including what topics mainstream media fails to cover adequately, what issues should be at the top of the Government’s priority list and which newspapers they regularly read. Respondents felt that a variety of issues that personally mattered to them weren’t given enough coverage in the mainstream media, and said if a newspaper aimed at 18-30 year olds, such as Zeitgeist, were to be produced they would want to read about certain topics. These topics included; global warming/environmental issues, mental health, the crisis in Syria, homelessness/housing crisis, basic politics, effects of Brexit, gender equality, unemployment, class issues and transgender rights. They also felt that these issues were high-priority problems that the Government urgently need to address. This primary research information forms a vital component in our content research for Zeitgeist Issue 1, allowing us to create content we know the reader is interested in.
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r e s e a r c h Which of these publications (if any) do read regularly? (Select all that apply) Top answers: The Guardian, The Independent, The Times & The Telegraph Did you vote in the 2016 referendum? Yes I voted: 87.9% No, I did not vote: 2.1%
Yes, definitely: 18.2% Occasionally: 57.6% Unsure: 15.2% No, not at all: 9.1% What age readership do you think such newspapers (as above) are aimed at? Choose more than one answer if you wish. Majority answer: 45-54 year olds If a newspaper-style publication aimed at 18-30 year olds covering political and social topics was produced, would you buy it? Yes: 71.9% No: 28.1%
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Do you think mainstream newspaper publications (like the Guardian, the Independent etc.) cater to the (social and political) interests of 1824 year olds?
CREATIVE STRATEGY
Undergraduate/graduated university student Possibly studied social sciences/politics, but not necessarily Has attended political protests/activist tendencies Eloquent, good writer
L FU ‘THE THOUGHT
18-24 years old
G UN YO
May have a blog
Voted ‘Remain’ in EU referendum
T’ VIS TI AC
Mixed genders
Backed Jeremy Corbyn for Prime Minister Vocal about their beliefs on social media Left-wing political beliefs, supporter of Labour/Green party Opposed to Theresa May as Prime Minister Supports LBGT/womens/black/homeless/immigrant rights Reads publications such as The Economist/The Guardian/The Independent. Perhaps i-D & Vice magazines.
PROFESSIONAL’ T S I RM FO N CO NO N
Very opposed to Trump presidency Frequently visits art galleries and museums Possibly vegetarian &/or smoker Enjoys photography, conveys this through their favourite & most used social media platform, Instagram
HE
Interests in music, travel and fashion
25-30 years old Has a degree Professional, perhaps working in creative industry Like to spend disposable income on city breaks to cultured locations, and ethically sourced/produced goods Regularly visits independent coffee shops and eateries Avid reader
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‘T
TARGET AUDIENCE
THIS IS WHO THEY ARE: TYPICAL POSTS ON INSTAGRAM
ZEITGEIST
A
B 18
CREATIVE STRATEGY
Analysis of the target demographic allows us to tailor our strategy to fit their lifestyle. For example, their interests become our topics, and their favourite hang-outs become our retail stockists. The ‘thoughtful young activist’ takes a vested interest in social and political issues, perhaps having studied them, which motivates them towards attending political protests and exhibiting activist behaviours. Based on this, our launch event will be a series of flash mob marches on the streets of five UK cities (for additional information, see Launch on page 11). The ‘non-conformist professional’ chooses to spend their disposable income on products or experiences that enrich either their lives or the lives of others, e.g. ethnically sourced goods/travelling to cultured destinations. Being a non-profit publication aimed at inciting change, Zeitgeist will appeal to this customer, and thus will be stocked in places they regularly visit, e.g. art galleries and book stores, in order to reach them. All members of the target demographic are liberal, progressive individuals with a passion for equal rights and speaking up about injustice. This mindset is reflected in Zeitgeist’s values, and thus the content the audience will have access to on the website, and upon purchase of the print publication.
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TARGET AUDIENCE
3 5
4
20
ZEITGEIST
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CREATIVE STRATEGY
grounded in
7 6
8
11 10 12
21
TREND
9
d r i v e r s GENERATION Z want to have an impact on the world, compared with 39% of Millennials. They are outpacing other generations in volunteer work, with roughly one in four (26%) currently volunteering.
Members of Generation Z are typically born between 1995-2012, with the current population standing at 23 million and growing rapidly (4). This generation is typified by their technological savvy, and their high levels of activity on social media platforms. Enlightened rebellion Today’s teens take a stand against conventional stereotypes. With access to an entire world of education at their fingertips, Gen Z are becoming increasingly educated on causes that matter to them. Not afraid to show support for what they believe in, modern teens respect brands that allow them to unabashedly express their opinions in a way that is tangible, such as through fashion.
Gen-Z believes firmly in equality. Seventy-three percent believe in marriage equality in the US, 74% believe in equal rights for trans gender people, and nearly two-thirds say their generation is pushing the boundaries of what it means to be feminine and masculine. ‘Clicktivists’ From ing preschoolers to ABC books depicting feminist activists, Generation Z are highly motivated to change the world: according to a study by marketing agency Sparks & Honey, 60% say they
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Insta-activism Gone are the days of the #selfie, as a more discerning female youth, led by the likes of MIA and Glacier Girl, express and empower themselves. Messages tackling gender, race, politics and environment poke fun at the status quo, and provide the perfect update for slogans and patches on jersey staples. Slogans grow from snappy, sassy statements to long paragraphs voicing messages of change. Crude felt-tip doodles and fake magazine covers evoke teen girls’ bedrooms, but promote more meaningful ideas of self-acceptance and expression. From the hand-drawn DIY look to cartoon patches and clean typography, combine this eclectic mix of graphics with a pop palette. To refresh the prevailing pop patch look, tap into the philosophy of today’s youth with these emboldened graphics. (6)
ZEITGEIST
‘The Pluralists’ Childhoods rooted in the post-9/11 world and global recession, added to a lifelong connection to technology, have helped to make Gen Z the most tolerant demographic within a new era of blended identities where race, gender, religious beliefs, socioeconomic status and ethnicity are increasingly blurred. As traditional identifiers collapse at accelerated rates, many Gen-Zers identify as ‘Pluralists’: “a person who believes that the existence of different types of people, beliefs and opinions within a society is a good thing”.
Gen-Z activists are tech-savvy, utilising social media channels to further increase attention around their causes. Most importantly, social media allows for quicker response times for organised protests, rallies and marches. Whereas 10 years ago it took weeks to organise protests, Gen-Z are able to gather together at the swipe of a smartphone, earning them the nickname of “clicktivists”. (5)
CREATIVE STRATEGY
Despite being targeted towards the online-savvy Gen Z demographic, Zeitgeist chooses to produce a print medium over having an entirely digital presence. Currently there is a decline in newspapers as a print medium, with many moving online; the Independent, for example, moved completely online as of March 2016. However, Zeitgeist differs in purpose to the traditional daily newspaper, and thus differs in tactics. Intended as an item to be kept and re-read, Zeitgeist aims to provoke continued thought processes that inspire change. In a world of online, Zeitgeist aims to stay present as a physical medium, with the aim of not getting lost in the depths of online competition. Our online presence exists as the website, and on Instagram and Twitter. The bridge between our offline print medium and online world comes in the form of pull-out posters which are enclosed in the publication. By encouraging readers to plaster these slogan-bearing posters wherever they like, and posting pictures online, we aim to create a two-way discourse. This is what Trendhunter calls, ‘Analog Divergence’, taking advertising offline with methods now considered ‘old world’, to differentiate themselves in an online-ad saturated landscape. This shift showcases the value of traditional offline advertising efforts in both shifting the attention of current users back to the digital space and engaging with new, hard to reach consumer groups. (5)
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COMPETITORS
OTHER COMPETITORS: THE HUFFINGTON POST THE BIG ISSUE RACONTEUR THE DEBRIEF THE POOL THE TIMES
POSITIONING Zeitgeist places itself in the market alongside progressive publications which shed light on and provoke thought around a variety of topics encompassing social, cultural and political issues to a liberal audience. Zeitgeist is to become the bridge over the gap between politicallyfocussed newspapers like the Guardian and the Independent, and youth-centric magazines like Vice who offer controversial imagery and evocative content aimed at a young creative audience. “A dissenting, independent, trouble-making, idealaunching journal of critical opinion.” - Emeritus Victor Navasky, Nation Publisher
Zeitgeist will also use this method of communication, using satirical imagery illustrated by independent sources to accompany corresponding stories. This serves the purpose of driving home the message, and evoking emotion using humour. Additional imagery will be provided by engaging typography and infographics, inspired by Raconteur, to simultaneously engage a creative audience, and uphold Zeitgeist’s commitment to quality editorial layout. Much like the Pool and the Debrief, Zeitgeist’s online presence will function in a similar way to a blog; existing as a stream of regularly updated content, encompassing a wider range of topics inclusive of lifestyle and cultural pieces. The content of the website follows a differing function to that in the print publication as a result of its lifespan, and the attention span of the reader, being much shorter. Articles are much shorter, remaining informative and light in tone, and provide the reader with an approximate ‘reading time’ in which it will take them to complete the article. A short reading time hooks in an online reader, who spends very little time in one place before scrolling onwards to the next piece of information.
These publications offer liberal stories and opinions to a progressive audience, often making use of satire and humour in the form of cartoon illustrations to evoke reaction and challenge popular opinion.
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Each of these publications offer content covering politics, current affairs, environment, social issues and significant cultural events shaping our world. Whilst the Independent and the Huffington Post are completely online, the rest exist as print publications alongside their online presence. Zeitgeist follows a similar template, having its online and offline mediums running alongside one another. However, in contrast to the beginnings of these publications, Zeitgeist will launch initially as the online platform, with the print element following.
CREATIVE STRATEGY
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s.w.o.t analysis STRENGTHS Zeitgeist taps into current topical trends (see Rationale, page 5 & Drivers, page 21) Utilising freelance contributors allows for a wide breadth of knowledge, experience, and thus, content Few direct competitors with same concept Created by, and in collaboration with, members of the target demographic Contributors are volunteers, which negates cost of payment Relatively low start-up and print costs Premises not required as contributors are all freelance Stocked in a variety of cities up and down the country; increases readership and awareness Printing time is relatively short - articles can be written shortly before new issue release to maintain timeliness/relevance
WEAKNESSES »» »» »»
Potential to fail if sufficient crowdfunding cannot be obtained Will have to rely on social media and word-of-mouth for advertising/ recommendations due to small budget Low publishing frequency means articles will have to maintain relevance
OPPORTUNITIES »» »» »» »» »» »»
Investment from advertisers/individuals Obtaining funding from grants (e.g. Arts Council England/Prince’s Trust) Alliances with other non-profits Further collaboration with creative individuals Expansion in terms of content and publishing frequency Increasing amount of stocking retailers
THREATS »» »» »» »»
Financial issues Design/print issues May get lost amongst competition as small budget means expensive advertisement campaigns are not an option Will be difficult to obtain investment as investors will get no return from a non-profit organisation
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»» »» »» »» »» »» »» »» »»
CREATIVE STRATEGY
15 17
14
16
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distribution In addition to the e-commerce distribution of Zeitgeist through the website, the publication will be stocked in select independent book stores across the country which distribute similar printed media, placing us alongside established publications in locations with a large footfall. Copies will be priced at £4.50, which is higher than the e-commerce price to ensure we don’t make a loss after the retailer takes their profit percentage. Which, according to the ‘Newspaper Terms’ of the National Federation of Retail Newsagents (NFRN), is a flat rate of 25%. (7)
Looking to the future, after Zeitgeist’s income increases post-sale of Issue 1, we will look to expand our retail stockist portfolio. In order to get the publication into the right places and into the hands of the target demographic (see Target Audience, page 17 for additional information), we will look to distribute in locations where they regularly spend time to sit, eat/drink and read. This will take the form of independent coffee houses and eateries across the country which are popular with locals and students. The publication will be free, allowing customers to take a copy to their table to sit and read, and leave behind for another customer after them to peruse. Investment in free copies is valuable in terms of building our following, as it ensures an increased amount of potential customers are exposed to the product and the brand, in comparison to if they were sold and read solely by the purchaser. Possible future retailers: »» The Edinburgh Bookshop, Edinburgh »» The Fruitmarket Gallery, Edinburgh »» The BALTIC, Newcastle »» The OCC, Newcastle »» Pink Lane Coffee, Newcastle »» Flat Caps Coffee, Newcastle »» Workshop Coffee, London »» Department of Coffee and Social Affairs, London »» Tap Coffee, London »» La Bottega Milanese, Leeds »» Belgrave Music Hall & Canteen, Leeds »» Cafe 164, Leeds
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Initial retailers: »» Artwords Bookshop, London »» Camden Lock Books, London »» Foyles, London »» Magma, London »» New Bridge Street Books, Newcastle »» Colours May Vary, Leeds »» News From Nowhere Radical & Community Bookshop, Liverpool »» Chapter One, Manchester
CREATIVE STRATEGY
budget & funding As Zeitgeist is a non-profit organisation, the only financial aim is to break even to ensure the publication stays afloat. One funding source we will utilise is crowdfunding, via our Kickstarter page (see page 32); and the remainder will come from self-funding. Potential additional funding could be obtained through advertising (see Future Vision, opposite page for further information) or through grants from such organisations as Arts Council England and the Prince’s Trust, who support small organisations. Whilst it is important to take all options into consideration, the latter is less likely due to funding cuts to the Arts Council and the Prince’s Trust primarily focussing on start-up businesses. EXPENSES Website Domain purchase = £9.59 one-off payment for 1 year (123-reg.co.uk) Site = £4.44/month = £53.28 for 1 year (wix.com) Publication & Merchandise Print cost for 200 copies = £832 Poster printing (e-commerce) x50 = £54 Tote bag printing (e-commerce) x50 = £140 Posters (for contributors to distribute) x30 = £32.40 Shipping to retailers = £50 Launch event: Flash mob march A1 printed placards x15 = £150 Tote bags x30 = £84 ‘Teaser’ hand-out prints x100 = £108 Printed t-shirts x150 = £534 = £995.40 = £2,166.67 INCOME Annual subscription = £15 x 50 (?) = £625 Crowdfunding source = £500 Self-funding = £200 Sales 100 copies to retailers (at £4.50) = £450.00 100 e-commerce (at £4.00) = £400 Merchandise 50 tote bags at £5.00 = £250 50 posters at £1.00 = £50 = £2,275.00 Profit (money to put into next issue production) = £108.33 30
future vision In order to gain additional funding after the initial issue to increase our print run and distribution ability, Zeitgeist will look to work with advertisers who fit with our progressive, anti-corporate ethos without compromising our integrity. Such organisations would include Global Justice Now, PETA, Amnesty International, Greenpeace and other similar philanthropic organisations. A further possibility will be exchanging advertising space for stocking without charge, whereby stockists gain exposure via advertisement, and in turn they will stock Zeitgeist without taking a cut of the profits. This advertising may take a traditional form, or be integrated into a feature e.g. interviews with independent coffee shop owners, or content such as ‘Magma London’s Top 10 Life-changing Books’. ADVERTISING PACKAGES
Silver package: Full page £150 Gold package: Feature (to be discussed with Editor upon agreement)
£250
OR Double page spread £250
Prices are for 2017 and are inclusive of VAT. Discounts are available for those looking to book more than one issue.
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Bronze package: Half page £75
CREATIVE STRATEGY
crowd funding: kickstarter Kickstarter is a funding platform for creative projects. The creator sets out their funding goal and deadline, and builds a page detailing their project as a form of pitch to potential backers including what rewards they will receive for pledging funds. Kickstarter allows the creator to retain complete control and responsibility over their project’s funding by taking an all-or-nothing approach to funding - if the project reaches it’s predetermined funding goal, backer’s credit cards are charged when the funding period expires. If the funding goal is not reached, no one is charged. Zeitgeist’s Kickstarter page outlines the project’s concept, rationale and how it sets itself apart from competitor publications for potential backers, alongside masthead and mock-up graphics to provide visuals alongside the textual elements, giving it a more professional and tangible feel. We gave each reward a title (see opposite) to act as a persuasive device by giving each reward a more personal feel, as if the backer is getting not just the tangible items, but a title too. EXTRACT FROM ZEITGEIST’S KICKSTARTER PAGE: Where will my money go? As Zeitgeist is a non-profit organisation, the only financial aim is to break even to ensure the publication stays afloat. Your kindly pledged money will go towards the printing costs of Issue 1, and printing of our merchandise to get the word out there & to encourage others to #JoinTheZeitgeist! Your money will also go towards funding our launch event, which will be a vital launch pad for Zeitgeist - you can get an exclusive invite as one of our rewards! Most importantly, you’re helping to launch a movement. A movement for young people to invest in and become a part of, to feel their voices heard in the confusing world of modern society. Any contribution, no matter how small, is valued by us and will be put to good use. We hope you see our potential and pledge to #JoinTheZeitgeist alongside us! Visit zeitgeistweb.co.uk or @zeitgeistnewspaper on Instagram for updates, and give us a follow if you’re feeling generous. Many thanks & good vibes, - The Zeitgeist Team 32
REWARDS
UP THE REVOLUTION!
THE ULTIMATE ACTIVIST
£5 or more You’re on your way to starting a revolution! This will help us print motivational posters and Issue 1 of Zeitgeist which you will receive as a gift for your support.
£25 or more As a treat for being the ultimate activist you get an exclusive invite to our launch event & the opportunity to take part in our flash mob march!!!
Includes: > Invite to our launch event THE NON-CONFORMIST EXTRAORDINAIRE £50 or more You’re amazing!!! As a reward for being a nonconformist extraordinaire you get not only a 1 year subscription to Zeitgeist, but a classified ad in Issue 1! This can be a message to someone you love, a shoutout to your favourite cause, whatever you like! It’s on us. Includes: > 1 year subscription of Zeitgeist & classified ad
FOR THE PEOPLE £10 or more You’ll receive a printed tote bag to carry your copies of Zeitgeist & a poster which you can plaster anywhere you like - the more controversial the better! Includes: > Tote bag & Poster
THE REBEL £15 or more Oh you rebel! In exchange for your kind contribution you will receive not just Issue 1 of Zeitgeist, but a printed tote bag & poster too! You lucky thing. Includes: > Poster, tote bag & Issue 1 of Zeitgeist
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ZEITGEIST
If you can’t make it to one of the 5 launch event locations (London, Newcastle, Liverpool, Leeds or Manchester), then we’ll send you a printed tote bag, poster & a full year subscription to Zeitgeist instead so you don’t miss out.
Includes: > Issue 1 of Zeitgeist
CREATIVE STRATEGY
logistics Editor: Amy Elliott Printers: Newspaper Club Website host: Wix ISBN & COPY WRITING ISBN numbers are required for all printed publications, for the purpose of supplying stockists with a reference code and record of each issue. Copywriting and intellectual property will be obtained in order to protect the written, illustrated and designed content in Zeitgeist. All content will be credited to its creator on which ever platform it features on, whether it be in print, online or on social media.
ZEITGEIST
SALES (ISSUE 1) E-commerce (ZeitgeistWeb.co.uk) = 100 copies Independent retailers = 100 copies MERCHANDISE Posters = 50 copies (10 of each of 4 different designs) Tote bags = 80 (10 of each of 4 different designs) THE PUBLICATION »» Printed by Newspaper Club »» Dimensions: 289mm x 380mm »» Format: ‘Digital Tabloid’ »» Paper stock: 55gsm newspaper »» Print run: 200 »» Price: £4.00 (e-commerce), £4.50 (retailers) »» Designed using Adobe Creative Suite, on InDesign and Photoshop by the editor »» In Issue 1 there will be no advertising, however in future issues there may be potential for advertisers to come on board, providing they align with our progressive image and not compromise our integrity. For additional information, see ‘Future Vision’ page 31. SOCIAL AND ETHICAL RESPONSIBILITY »» As Zeitgeist may deal with ethically sensitive issues, e.g. racism, it is important that we adhere to certain guidelines in terms of social and ethical responsibility »» All written content will adhere to the Journalism Code of Ethics »» All interviewees will sign an ethical approval form before being interviewed, and made aware of where their words will be published »» Zeitgeist will be accurate and truthful to the best of its ability in all content that features in the print and online platforms. Any mistakes will be rectified with apologies issued. »» All content will remain true to the liberal and progressive ethos of the paper
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CREATIVE STRATEGY RISK ASSESSMENT FOR LAUNCH EVENT: What is the Hazard?
Who is at Risk?
Risk of harm being caused to the participants
List the measures already in place to reduce risk of harm
Injury during march.
Marchers; public; police
Low
•Attendees will comply with instructions from organisers, e.g. they will not approach members of the public, or be violent in any way •Local police will be informed of the event, and it’s ‘mock’ nature
Medical emergency, injury, becoming lost.
All persons taking part in march
Low
•‘Lead Marcher’ will be a first-aid trained individual •Marchers are to declare any medical conditions to the firstaider before commencing the event, at the briefing the day before •Alcoholic drinks will not be consumed
Road traffic accident (unlikely). Major injury unlikely. Minor injury possible.
All persons taking part in march
Low
•Lead marcher will check roads are completely clear of vehicles before signaling marchers to cross •Lead marcher will supervise crossing of all marchers onto the other side of the road
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LOGISTICS
Is the risk adequately controlled, yes/no?
If yes, the activity can proceed. If no, then list the additional measures to be implemented to control the risk. (If no additional measures can be implemented then the activity cannot proceed).
Is risk adequately controlled yes/ no?
•All persons attending the event must comply with the guidelines we supply, and sign a form agreeing to comply. Specifically: o The group has a right to peacefully ‘march’; not disrupt. o No one is to be (or reasonably expected to feel) intimidated or threatened by any action of the marchers. This includes the effects of reading or viewing material provided in any media. Therefore noise will not be excessively loud or be designed to disrupt a specific event.
Yes
Yes
•Marchers who declare a medical condition will be subject to take part at the firstaiders discretion
Yes
ZEITGEIST
Yes
Yes
Yes
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MARCH 2017 APRIL 2017
Pre-launch
-
Launch Kickstarter funding page Contact potential contributors Liaise with contributors and agree on content Research content for Issue 1 Research content for website Liaise with retailers Start Instagram and Twitter accounts and begin posting
-
Writing, editing and proofing Deadline for contributor content Design website Editorial design Merchandise design Design of teaser hand-outs for launch
-
Recruit marchers for launch event Contact first-aid qualified official to assist with launch event Draw up flash march guidelines and process into document for signing by participants Order placards & t-shirts Online pre-launch promotion
- Social media campaign to promote registering to vote begins - Submit final PDF to the Newspaper Club for print (of publication and posters)
MAY 2017
Launch
- Submit final JPEG designs to Awesome Merchandise for tote bag printing - Launch website - Ship issues to retailers - Send press release - Subscription service launched online - Issue 1 launch event: flash mob march series - Launch Issue 1 (e-commerce and retail) - Social media campaign to inform voters of their options begins (alongside relevant website content) - Online promotion of Issue 1 and daily website articles - Reassessment of budget JUNE 2017
Post-launch
- Contact potential advertisers for Issue 2 - Liaise with potential new retail stockists for Issue 2 - Research content for Issue 2 - Planning, Development and Production of Issue 2 - Continued research and writing of articles for website daily - Online promotion continues
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strategic timeline
KEY DATES »» May 1st: Social media campaign to promote registering to vote begins »» May 3rd: Final PDF sent to Newspaper Club for printing »» May 11th: Launch of website »» May 12th: 100 copies shipped to retailers »» May 13th: Press release sent to UK press »» May 17th: Subscription service launched on website »» May 18th: Launch of print publication (e-commerce and retail) along with merchandise on the website »» May 18th-22nd: Flash mob march launch series »» May 23rd: Social media campaign to inform voters of their options begins »» June 9th: Research, planning and development of Issue 2 begins
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bibliography 1) http://www.bbc.co.uk/news/uk-politics-36616028 2) http://www.comresglobal.com/polls/bbc-newsbeat-18-24-year-olds-political-survey/ 3) http://www.telegraph.co.uk/science/2016/03/12/humans-have-shorter-attention-span-than-goldfish- thanks-to-smart/ 4) http://socialmarketing.org/archives/generations-xy-z-and-the-others/ 5) http://www.trendhunter.com/protrends/ 6) https://www.wgsn.com/content/board_viewer/#/69924/page/4 7) https://nfrnonline.com/?s=Newspaper+Terms 8) https://www.theguardian.com/politics/2016/jul/09/young-people-referendum-turnout-brexit-twice-ashigh
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i m a g e references 1) http://www.economist.com/blogs/graphicdetail/2016/11/daily-chart-5 2) http://designcollector.net/daily/visual-dose-march-14-2015-at-0514pm 3) https://uk.pinterest.com/pin/257057091209173728/ 4) http://www.lonny.com/photos/Art+gallery/Z87bcrKiF0C 5) http://www.homedesignideas.eu/wall-art-ideas-hallway-decor/10/ 6-13) https://www.wgsn.com/content/board_viewer/#/69924/page/2 14) http://www.atasteofkoko.com/5-best-coffee-shops-dallas/ 15) http://www.atasteofkoko.com/5-best-coffee-shops-dallas/ 16) http://thenewbridgeproject.com/wp-content/uploads/2016/09/DSC_0613.jpg 17) https://www.aladyinlondon.com/2016/04/best-coffee-shops-london.html
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AMY ELLIOTT 4,983 WORDS 14040848 CONCEPT REALISATION & PROMOTION DE0931