PROMOTIONAL STRATEGY
CONTENTS
strategic APPROACH
1-2
AIMS & objectives
4
the website
5-8
the application
9-10
social media
11-16
the challenge
17-20
print advertisement
21-24
postcard advertisement
25-26
TIMELINE
27
costing
30
image references
31
Spoonfed STRATEGIC APPROACH Spoonfed’s strategy is crucial in the establishment and promotion of Spoonfed as a brand. It is at the forefront of raising brand awareness. We want our promotion to reflect our brand’s fun and vibrant style, which is bursting with energy and passion. Spoonfed aspires to become a brand, which is loved by its target market ‘The Professional Dieters’. We want to encourage our target market and other consumers to ditch their dieting mentality and live a healthy lifestyle and most of all, become loyalty customers. In order to do so, we aim to promote a great customer experience and build a strong relationship with our consumers to encourage and influence them to change their thoughts on a healthy lifestyle. We aim to promote Spoonfed magazine and communicate with our consumers through a range of platforms, whilst building brand awareness and interest over Spoonfed, with a fun and vibrant experience.
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We aim to achieve our consumer and brand connection by becoming a part of our target market’s daily lives. We aspire to do this in the hope that we influence the development of a healthy lifestyle change for our consumer. Through the development of our Spoonfed application and our diverse range of social media channels, we hope to influence our consumers through constant activity and daily conversation. As we at Spoonfed believe little is more, we aim to provide our consumers with bite-sized advice in the form of ‘spoonfuls’, daily.
aims & objectives • To engage ‘The professional Dieter’ and encourage them to change their dieting mentality • To form a strong relationship with our target market and gain loyal customers • To promote Spoonfed magazine • Build brand awareness and promote our message
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the website We aim to promote Spoonfed magazine and the Spoonfed application through Spoonfed’s personal website, www.spoonfedmagazine.com. The establishment of our website allows our consumers to become inspired by our brand and allows them to connect with us through further understanding of the brand. The website promotes both Spoonfed magazine and Spoonfed application. It allows consumers to browse the current range of issues of Spoonfed magazine, offering a two-page preview of each issue, with a breakdown of the contents of each. This bite-sized preview will tease the consumers and influence them to read on and therefore purchase Spoonfed magazine. Through its ‘App’ page, consumers are able to learn about the application, encouraging them to further download the application through direct links the App Store. The establishment of the website aims to educate and inspire consumers with health advice from nutrition, fitness and mindfulness. This is offered through the ‘Tips & Advice’ page is an area on the website. By exposing our advice online, it will hopefully encourage and inspire the consumer, making them want to learn more and purchase Spoonfed magazine and download the Spoonfed application. Spoonfed uses the website in order to communicate with its consumers, by sharing contact details through the ‘Contact Us’ page. Additional social media links are available throughout the website,
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the application The establishment of an app is a beneficial way to communicate and promote Spoonfed’s message as it allows for up to date content to be sent to the users smart phone daily and also allows for on-the-go accessibility for those who are pushed for time. With the development of an application, hopefully those who purchase the app are then encouraged to purchase the Spoonfed magazine, as they want to learn more knowledge from Spoonfed. The app allows users to share each piece of advice sent to their smart phones daily on their social media platform of choice, including Twitter, Instagram, Facebook and Pinterest. Not only does this method of sharing allow for others to be educated with health advice, but it also increases brand awareness and helps spread the Spoonfed message- ‘Making simple lifestyle changes, which will lead to a healthier lifestyle- one spoonful at a time.’ The application is available for purchase on the App Store as well as on www.spoonfedmagazine. com, which will draw consumers to our website, hopefully uplifting sales of Spoonfed magazine.
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social media Social media is at the forefront of the Spoonfed promotional strategy, as we want to build a strong relationship with our consumers and it is the strongest method to spread our message. Through promoting our brand through social media, it displays consistency throughout the brand, through constant online activity and presence. By exposing our brand regularly on social media, we aim to increase our following, increasing engaged members to our Spoonfed community and spreading brand presence for Spoonfed. Spoonfed will be active on Instagram and Twitter in order to spread brand awareness over a variety of platforms, helping us contact and engage our target market. All content posted on our social media channels will be written with our target market in mind, speaking directly to them in a lighthearted and conversational tone, creating a strong bond. By doing this, we believe we will achieve loyal customers and will help influence their healthy lifestyle journey.
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instagram As Instagram is well known for its visual characteristic, we believe Instagram is the strongest, most effective social media platform to spread awareness of Spoonfed. As Spoonfed aims to nourish the eye as well as the mind and the stomach, we believe Instagram is perfect for helping us achieve this with its visual aspect. On Instagram we will share our creative, humorous and vibrant visuals, to illustrate and share our passion for food with the rest of the world and encourage consumers to live a healthy lifestyle, along the way. We will utilise the hashtags ‘#spoonfed’ and ‘#spoonfulatatime’ in every image post, adding consistency throughout our posts. By doing so, this will spread our message to our target market as well as raising brand awareness with the rest of the world. SHARED CONTENT: • Behind the scenes of Spoonfed magazine will increase consumer interest • Sneak peaks of our issue content will encourage Spoonfed magazine sales • Health tips and advice will influence our target market’s healthy lifestyle change
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twitter We aim to use Twitter to promote our written content to compliment the visuals presented through Instagram. This offers our consumers with a balance and variety of content throughout of social media platforms. Through Twitter, we will regularly post bite-sized spoonfuls of advice daily, which they can implement to their day. This allows users the option to retweet our posts, assisting with the spreading of brand awareness and our brand values. We aim to post new content three to five times per day on weekdays and at least one or two times over the weekend to keep engagement flowing with our consumers. The written style of our tweets will be conversational and light-hearted, often proposing questions to our consumers in the hope our audience converse with us and have an enjoyable experience. SHARED CONTENT: • Shoutouts to consumers who have engaged in our competitions will increase consumer interaction • Sharing health advice which can be retweetes increases consumer interaction • Probing questions to our followers will increase consumer interaction • Sharing when new content is released on online will encourage consumers to explore our website
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the 21 DAY CHALLENGE To spread awareness of Spoonfed magazine and also capture the attention of our target market ‘The Professional Dieters’, we have created an online Instagram challenge, ‘21spoonfuls’. Evidence suggests that ‘it takes 21 days to make or break a habit’. We want to put this to the test and challenge our target market.
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THE 21 DAY CHALLENGE Each day for 21 days, participants are encouraged to post an image on Instagram of one small lifestyle change they have made for that day with the hashtag ‘#21Spoofuls’. Whether this is eating breakfast, walking 10,000 steps or taking time out to relax. We at Spoonfed will also join in with this challenge on Instagram, helping to spread the word about Spoonfed and interact with our followers. All participants who complete the 21 day challenge will receive the next issue of Spoonfed.
OBJECTIVES We want to encourage little lifestyle changes therefore believe this challenge will kick start a healthy lifestyle change and break the ‘diet’ mentality. This challenge will also introduce to followers what Spoonfed involves prior to the magazine launch.
AIMS • To spread brand awareness online with the hashtag ‘21spoonfuls’ • To engage our target market to have fun with food • To promote and encouragee a healthy lifestyle one spoonful at a time
WHEN This challenge will begin 21 days prior to the release of the first issue of Spoonfed to raise excitement and intererest around the magazine. By posting a photo for each day for 21 days, this will allow build up to the magazine launch and cause interest and excitement.
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print advertisement Two weeks prior to the magazine launch, printed advertisements will be used in order to promote Spoonfed magazine, in a subtle way. The advertisements will not directly promote the magazine; however, will aim to promote a healthy lifestyle to passers by. More specifically, the advertisements will aim to capture the attention of Spoonfed’s target market and influence them with a sense of light-hearted humour. The advertisements’ fun and eye-catching visuals, aim to capture the audience’s attention whilst they pass on their daily commute. The short and catchy aspect of our advertisements will hopefully leave an imprint on their mind, influencing their health choices for the day.
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DESIGN Each advertisement will share a piece of advice of how to live a healthy lifestyle and implement healthy lifestyle choices that day, aiming to influence passers by. The advertisements will contain Spoonfed’s brand logo in the corner of each poster, increasing brand awareness and adding a sense of continuity throughout. LOCATIONS Printed advertisements will be placed on billboards and on bus stops in different cities around the UK. These specific locations were chosen due to the busy nature of the cities, therefore will target a greater audience. The short and visually appealing aspect of our advertisements will catch our audiences’ attention on their daily commute and will hopefully make an impact on them, influencing their health choices for the day.
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POSTCARD ADVERTISEMENT One month after the release of Spoonfed magazine, printed postcards will be sent out to the previous buyers of Spoonfed magazine. This allows a continuous interaction between the brand and the consumer and helps to promote a healthy lifestyle to the postcard receiver. The promotional postcards aim to keep sales flowing after the magazine has been released, encouraging the consumer to buy the next issue. The printed postcards will contain a Spoonfed piece of health advice with accompanying fun imagery, capturing the attention of the receiver. By posting Spoonfed post cards straight to the consumers’ letterbox, this will allow for a connection between Spoonfed and its consumers as the receiver will feel like the postcard is aimed at them directly. By including our social media platforms and website on the postcard, this will hopefully prompt the receiver to visit our platforms and perhaps encourage them to buy the next issue of Spoonfed magazine.
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01/04 01/05
• Regularly posting on social media platforms • Continuous engagement with target market through social media
15/05
• Launch of ‘21spoonfuls’ Instagram Challenge
01/06 15/06
• Launch of the Spoonfed website • Print advertisements placed in locations • Launch of first issue of Spoonfed magazine • Launch of the App • ‘21spoonfuls’ Instagram Challenge ends
01/07
• Instagram challenge winners receive their magazines
15/07
• Postcards sent to consumers • Continuous engagement with target market through social media
01/08
15/04
• Regularly posting on social media platforms • Continuous engagement with target market through social media
• Promotion and planning of issue two of Spoonfed begins
15/08
APRIL 2017 MAY 2017 JUNE 2017 JULY 2017 AUGUST 2017
post launch
launch
pre-launch
the timeline
• Sneak peak preview of issue two posted on website
COSTING
30
IMAGE REFERENCES Image 1: Twitter mock up- Edited by Annabel Taylor with combined imagery, http://www. smartshanghai.com/articles/smsh/chinese-apps-for-daily-life [Accessed 15 April. 2016] Image 2: Print advertisement bus stop- Edited by Annabel Taylor with combined imagery, http:// www.tinydesignr.com/2015/04/street-billboard-mockup-psd.html [Accessed 15 April. 2016] Image 3: Print advertisement underground- Edited by Annabel Taylor with combined imagery, https://pitchstock.com/product/train-station-billboard-one/ [Accessed 15 April. 2016] Image 4: Letterbox: Edited by Annabel Taylor with combined imagery, http://www.lake-renewableenergy.com/ecoflap-ex-letterbox-draught-excluder-72-p.asp [Accessed 15 April. 2016]
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