SPOILED NATION PROJECT AND MARKETING CONCEPT Carrie-Beth Blackburn C3541325 Project wordcount: 2,321 Marketing wordcount: 1,555
1
CONTENTS
2
4-11.........................................Writing for print Writing for online
12-14................................................... i. Article 01 15-17................................................... ii. Article 02 18-20...................................................iii. Article 03 Marketing concept
21.................................. i.Who are Spoiled Nation? 22.............................................ii. SWOT Analysis 23-26.........................................iii. Marketing Mix 27-28........................................Project References 29-32................................Project Image References 33..........................................Marketing References 34...................................Marketing Image References 35-37.....................................................Appendix
3
WRITING FOR PRINT I knew that when writing my feature for print that I wanted to write a fashion inspired article that would be relatable to the reader. The target audience is aged 18-35 and a couple of their interests include fashion and current affairs and so, I decided to join those two together. I decided to write an advertorial style piece featuring my favourite products made by independent designers that had either launched their brands or gained significant momentum during the first lockdown. Throughout the pandemic it’s been noted how financially detrimental the impact of the lockdowns has been on small business owners, so I wanted to shine a light on those that have embraced social media to showcase their talents and had the opportunity to create a business from that.
4
Throughout the pandemic it’s been noted how financially detrimental the impact of the lockdowns has been on small business owners, so I wanted to shine a light on those that have embraced social media to showcase their talents and had the opportunity to create a business from that. I wanted to incorporate a lot of imagery along with my article as this would allow me to explore more visual creativity and gain more experience in organizing a layout prior to my final major project which will be a print format; Furthermore, as I am choosing to create a print magazine for my final major project, I decided to only write one article for print for Spoiled Nation to allow myself more experience working on pieces for online.
spoiled nation 2020 2021
5
6 SOphie Strawberry Print Dress, megan Crosby.
The UK Independent Fashion Designers You Need To Know About This S/S 21. BY CARRIE-BETH BLACKBURN
molbythelabel, instagram.
Lockdown 2020 had us devoting hours on end trying to perfect a new skill, for some, it was an opportunity to bring to life those middle of the night, light-bulb moment designs. Lockdown gave us the gift of time and with the help of Instagram, many independent fashion brands were born. With the uncertainty of the economy, it’s never been more important to highlight blossoming 3 Spoiled Nation 2020 / 2021
designers than now. From pastel gingham picnic dresses, repurposing vintage off cuts and oh so many chunky-knit cardigans and crochet bralettes, we’re spoiled for choice. Shopping from an independent designer means that you’re likely to end up with a truly one-of-a-kind item and your purchase helps that business flourish.
We’ve curated a selection of our favourite products from four up and coming independent designers, suited to a range of budgets from five names including Camilla Ashley’s ecofriendly bucket hats to Olivia Rose’s romantic pouf-sleeve dresses perfect for a lockdown valentine’s date by the fire.
7
Megan Crosby: The Sophie Strawberry Print £18 Move over Strawberry Dress, there’s a new style in town. Our first independent designer, Megan Crosby is for ‘women who love fashion but hate the impact it has on the planet.’ Who said sustainable fashion had to be a wardrobe full of neutrals? This one-woman led brand is here to bring joy to our winter wardrobes with bold and whimsical designs. All of Megan Crosby’s garments are created with the option to mix and match creating an outfit that intentionally and perfectly clashes bright and bold patterns together that otherwise would be questionable. All items are made to order, meaning if you want a little more length to a dress or to add a collar then the item is completely bespoke and unique to you. This Strawberry co-ord was calling our name and so be it, it’s in the favourites. The Sophie Strawberry Print Puff Sleeve Blouse retails for £90 and the High Waist Trousers match that price at £90. With current circumstances in mind, we’re all searching for a reusable facemask that matches perfectly with our favourite outfit. Megan Crosby has come rushing to our aid enabling us to level up our facemask game with a matching Sophie Strawberry Print Scrunchie Style Facemask for an additional £15.
SOphie Strawberry Print co-ord, megan Crosby.
8 SOphie Strawberry Print co-ord, megan Crosby.
SOphie Strawberry Print facemask, megan Crosby.
‘My vision is to create beautiful, fun, affordable garments that can be dressed up or down for all occasions.’ (Molby The Label) Molby The Label: The Besty Dress £110 If you’ve already started dreaming of your cottage-core summer wardrobe, made to order dresses by Molby The Label might just be for you. Molby The Label creates made-to-order dresses and blouses in an array of bright coloured gingham with prices ranging from £80 to £130. Our favourite dress is the ‘The Betsy Dress’ that comes in a variety of colours, but we just love the in-vogue lime green shade, perfect for the height of summer days that we would personally compliment with an obnoxious pair of pink sunglasses. The dress will set you back £110 and will surely be a wardrobe staple for many summers to come.
The betsy dress, Molbythelabel.
Camilla Ashley: Gingham Ties Ibiza Camilla Ashley is a true lockdown born brand that has been overwhelmed with success. Created in spring 2020 Camilla Ashley began her journey by selling bikini designs to her Instagram followers via Depop but quickly had to rebrand as a headwear designer just three weeks after uploading a photo of her newly thought up Gingham Ties Ibiza bucket hat as the demand was so high. Camilla Ashley is focused on slow-fashion and sustainability, so, if you’re in the market for eco-friendly headwear this is the brand for you. Take your pick from silk scrunchies, headscarves and plenty of bucket hats to ensure a different colour for each day of the week. Our favourite pick had to be the product that led the path to success, The Gingham Ties Ibiza bucket hat which priced at just £22. The hat comes in a range of colours such as mocha, beige and khaki however, the sky-blue shade is so enticing and perfect for the summer days that we’re eager to animate.
9 Gingham ties ibiza, Camilla Ashley.
Spoiled Nation 2018 / 2019 9
The Esmeralda Top, Olivia ROSE BY THE LABEL.
Olivia Rose The Label: The Esmeralda Top. Olivia Rose The Label is a Scottish born and bred brand known for romantic, timeless designs and the iconic pouf sleeve. All designs are created single-handedly by Oliva Rose and were influenced by her grandma, Beryl, who taught her how to sew. The eponymous brand has been featured in the likes of Vogue and has struck luck in her pieces being sold in Selfridges. The S/S21 collection is ready for pre-order from the 21st February, alarm clocks set! True to style, the collection features an array of pouf sleeve delights but, with a twist on the typical pastel colour scheme you’d typically find in a S/S collection. The brand is making a bold statement with deep tones and 100% royal silk, don’t worry there still is a ton of brocade in the collection too. Tangerine dream is the colour of the moment and there have been no expenses spared in the design process for The Esmeralda Top. The top has been made out of 100% silk and features just the right amount of shirred detail and of course a giant pouf sleeve, allowing us to live out our glamorous Velma fantasy. The official price of the top has not yet been announced but going of last season’s drop of the same top in a different colour scheme, it should be priced around £218.
10
The Esmeralda Top, Olivia ROSE BY THE LABEL.
spoiled nation 11
WRITING FOR ONLINE ARTICLE 01: LFW21 GOES ONLINE AND BALENCIAGA HAVE SHOWN US DIGITAL RUNWAY IS HERE TO STAY. For the first online article, I decided to write about how the upcoming London Fashion Week at the time (19-23 February) was going to be digital for the second consecutive year and how the brands that we are usually so used to seeing on the runway are adapting to the change in fashion showcasing, in particular Balenciaga. I chose Balenciaga as they are consumed by both men and women and they had chosen a truly unique way to showcase their A/ W21 collection; Balenciag recently released a video game in collaboration with graphic design company, Dimension, downloadable off of any device.
12
I thought this would also be a great SEO opportunity as the game’s advertisement video could be embedded into the article, unfortunately, when the article went live the video was not embedded which I thought was a missed opportunity for this and also to enhance the user experience.
13
14
ARTICLE 02: THE FASHION PODCASTS TO KEEP YOU INSPIRED THROUGH LOCKDOWN.
The second article I wrote for online is titled ‘The Fashion Podcasts to Keep You Inspired Through Lockdown’. 2020 saw a monumental rise in the amount of people who had both listened to a podcast and also created one and it’s clear that podcasts offer a great way to escape the mundane lockdown routine. Throughout the three lockdowns I have been a consumer of a variety of podcasts but mainly I’ve been really enjoying listening to different fashion podcasts. There’s a misconception that fashion can only be consumed as visual media however, the podcasts I wrote about in the article definitely prove that wrong. This article also was an opportunity to optimise SEO as I could directly link the podcasts websites and streaming sites such as Spotify to the article enhancing the credibility of the website.
15
16
17
ARTICLE 03: HOW TO OVERCOME THE PRESSURE TO GLOW UP IN LOCKDOWN.
The final article I wrote for online is titled ‘How to overcome the pressure to glow up in lockdown.’ I decided to write this article as since the government announced the roadmap out of lockdown, there seemed to be a shift in attitude towards body positivity across social media. My personal social media timeline had been filled with users posting about how they needed to glow up (meaning to lose weight/ drastically change appearance in order to be more attractive) before we can venture out into post-lockdown life. Similarly, my timeline was also filled with users posting about the monumental pressure of the need to glow up and how this can result in both unhealthy habits and mindset towards physical and mental health and to try and influence a more positive message I wrote the article to give advice to combat any pressure.
18
19
20
MARKETING CONCEPT This section will look into the situational analysis of Spoiled Nation using marketing frameworks to fully understand the strengths and weaknesses in order to identify the most relevant forms of marketing to use in order to grow Spoiled Nation and attract a larger readership.
Who are Spoiled Nation? Spoiled Nation is a creative agency based in Leeds and presents itself as an annual print and online publication. The Spoiled Nation team is made up of final year Fashion Marketing students at Leeds Beckett University who collaborate together and pour their passion for creative writing and editorial into the publication. Spoiled Nation is targeted at both male and females who are aged between 18-35 and are interested in fashion, art, culture and current affairs. As Spoiled Nation is based in Leeds the content produced is targeted at consumers in the UK however, the website analytics show that there are readers across the globe with the second and third highest reader count in America and Australia (past 30 days of views.) The current scope of Spoiled Nation’s readership is a total of 19 followers on the website and 33 followers on the Instagram page, one of the key aims of the marketing concept will be to enhance Spoiled Nation’s following which will be expanded upon in the Marketing Mix.
Females Males 40% 60%
19 Blog 33 Instagram followers followers 21
SWOT ANALYSIS ‘SWOT Analysis is the most renowned tool for audit and analysis of the overall strategic position of the business and its environment.’ (SWOT Analysis - Definition, Advantages and Limitations, n.d.)
STRENGTHS • Spoiled Nation are clear about who their target demographic is. • The communication throughout the team was good and all content was uploaded on schedule • There is a good variety of topics covered by writers.
OPPORTUNITIES • As Spoiled Nation is a university magazine, there is potential for collaboration across modules and different subjects e.g., photography, styling, fashion design and film to diversify and create imagery specifically for the magazine as opposed to gathering all images from free image sites - This could also promote local talent. • Through digital marketing Spoiled Nation has the opportunity for an increase in their follower count which would lead to an increase in the overall readership. • The print copy of Spoiled Nation could be distributed through local independent bookstores such as Village.
22
WEAKNESSES • As there is no set art director or visual style guide, print articles lack consistency in the types of heading and body fonts used. • The publication hasn’t got a consistent tone of voice. • The publications Instagram page hasn’t been updated since 2019 and has a following of only 33.
THREATS • Spoiled Nation is an annual publication and readers might sway to competitors that publish more frequently as the information within the issue might be more relevant. Furthermore, this also expands to the website and the lack of relevant and frequent uploads could hinder SEO. • The industry is saturated with publications that have a focus on fashion, art and current affairs meaning that Spoiled Nation has a high number of competitors. • The majority of consumers choose to read editorial content online - The print copy needs to have a USP to entice consumers into continuous purchasing.
MARKETING MIX PRICE ‘Price” is how much customers pay — or are willing to pay — for your product or service. It encompasses factors such as payment methods, financing/credit terms, discounts, price-matching, referral bonuses, affiliate payments, loyalty discounts, free trials, subscription options, etc.’ (Kosaka, n.d.) The Spoiled Nation print will be sold for £12.99 per copy, this price has been based on the average price of both annual and bi-annual publications such as Her (£14), Table (£12) and AnOther Mag (£16). I chose this price point as Spoiled Nation is a new publication and a lower price point to its competitors that publish twice a year could be more attractive to the reader. Furthermore, there will also be a subscription service for £5.99 per month which will include the print copies, merchandise, exclusive content, offers and VIP access to all events.
PRODUCT Spoiled Nation will be available both as print and online. The print copy will shift to being published bi-annually and the website will be kept up to date with relevant articles on a weekly basis similarly to its bi-annual competitor AnOther Mag. In addition, Spoiled Nation will also create its own merchandise to gain an extra revenue stream and also to create as a bundle for future competitions. The products available will be posters, tote bags and stickers that will sell between £2-£7. As Spoiled Nation enters into merchandise, these products will be cost effective as they are cheap to produce and as the publication gains profit, they can they explore t-shirts, mugs, badges etc.
spoiled nation Inspiration for the nation
spoiled Inspiration for the nation
spoileD Inspiration for the nation
nation
nation 23
PLACE It’s extremely important to identify a place that the target demographic of Spoiled Nation would typically choose to browse for magazines. Spoiled Nation will be sold at the local independent bookstore, Village. This choice is beneficial to the publication as Village are placed in a central location and they also sell publications on their store website, meaning consumers that aren’t based in Leeds are still able to purchase a print copy. Village have built up a strong reputation in Leeds and are known for selling leading publications in the industry such as Dazed, AnOther and Love, therefore being a first choice for magazine consumers to shop at. Village will aid in the promotion of Spoiled Nation by putting up the poster. Furthermore, for the launch of the magazine in store the first 100 copies of Spoiled Nation that are sold will also come with the tote-bag, stickers and poster for no extra cost, hopefully enhancing the buzz and drive more sales.
(Richardson, 2018)
PROMOTION
To: abcd@hotmail.co.uk From: spoiled-nation
Weekly Newsletter ‘Promotion plays a significant part in growth because it makes it possible for potential customers to hear about you.’ (Kosaka, n.d.) Spoiled Nation can be promoted in a number of different ways to keep their current readers engaged and to reach new readers. Consumers that have signed up to the subscription service will receive a weekly newsletter that will include a round-up of articles that have gone live on the website, competitions to win products that have been featured in advertorials, exclusive content and insight into what is going to be included in the next print issue.
24
spoiled nation Newsletter THIS WEEK:
How to overcome the pressure to glow up in lockdown.
Social Media ‘Millions of people scroll through Facebook, Twitter, and Instagram each day. Publishers who want their content to get noticed have come to rely heavily on these platforms for distribution. A social-first strategy leans into this school of thought.’ (Miles, 2020) Social media has proven to be a successful tool to market brands and products and now it’s also being utilised by start-up publications to reach their target consumers. Utilising Spoiled Nation’s social media will be integral to the continued growth of its readership. Currently, Spoiled Nation’s Instagram page has 33 followers and was last updated in 2019. It would be extremely useful in having one or two social media managers that are able to update the Instagram account daily with links to the latest articles, inspirational pictures and polls to further understand the publications readership. ‘Social media brings new characteristics like interactive dialogue and social interactions. Journalists can now have real conversations with their audience. Online debates have also been put into place so that everyone can express themselves (when comments are enabled of course). Traditional one-way communication is turning into two-way conversations. Social media has given a real meaning to what freedom of speech is. In history, expressing yourself has never been so easy.’ (Michel, 2017) Communication is key when retaining an audience on social media, enabling comments on Instagram posts will allow readers to feel like they are a part of the conversation. Creating a hashtag would be a great way to extend conversations beyond comments on a photo; #spoilednation will be used by readers to post their opinions on recent articles and to also start conversations about topics they would like to see discussed over on the website or in more detail in the print copy. In 2020, TikTok was the most downloaded app according to Appfigures data and journalists have taken advantage of the platform to showcase their day-to-day life and to tell compelling stories. Spoiled Nation will create an account, it’s important that the content produced for TikTok is adapted and differentiated from the content uploaded onto the Instagram page; The content produced on TikTok will include behind the scenes style videos of working on a publication and also day in the life of an editor or writer. These types of videos are extremely engaging and aspirational for consumers that are interested in fashion and culture magazines. 25
PR/Launch Event. ‘Magazine publishers often throw launch parties to thank those who have helped them bring their vision to reality and to create a buzz around the new publication. With careful planning and an eye for detail, your magazine launch party can serve as a strong start for your new enterprise…The whole purpose of your event is to expose people to your magazine. Make sure that all of the influential people in your industry attend by sending out invitations to the event.’ (Schreiner, 2017) Spoiled Nation will host a PR event for the launch of the next print issue to celebrate all the hard work put in by writers, editors and to create a buzz across social media by inviting influencers that will promote the event using the Spoiled Nation hashtag. The event will be hosted at a central to Leeds venue Belgrave Music Hall as this is a buzzing location that boasts a rooftop bar and is popular with the target demographic of the publication. Additionally, Belgrave have 32,000 followers on their Instagram page and typically promote the events that are held at the venue. The event will be free for all and spread across two evenings, the first of which will be exclusively for the Spoiled Nation team, influencers and creatives within the industry to recognise the dedication from the team in creating Spoiled Nation and to drum up a buzz across social media; The second evening will be a walk-in open evening to promote the publication, there will be local musicians performing, talks given by the Spoiled Nation team and also the print will be up for sale along with a bundle deal of the merchandise.
26
PROJECT REFERENCES 2020. Balenciaga Fall 21/ Game. [video] Available at: <https://videogame.balenciaga.com/en/video> [Accessed 28 January 2021]. Boots.com. 2021. How to avoid the pressure of a lockdown ‘glow up’. [online] Available at: <https://www. boots.com/wellness-advice/life-balance/mindfulness-advice/dieting-during-coronavirus> [Accessed 19 February 2021]. Britishfashioncouncil.co.uk. 2021. British Fashion Council - London Fashion Week. [online] Available at: <https://www.britishfashioncouncil.co.uk/London-Fashion-Week> [Accessed 28 January 2021]. By Megan Crosby. 2021. About. [online] Available at: <https://bymegancrosby.com/pages/about> [Accessed 10 February 2021]. Camillaashley.co.uk. 2020. Home| Camillaashley. [online] Available at: <https://www.camillaashley.co.uk/> [Accessed 12 February 2021]. Chloeting.com. n.d. Chloe Ting - 2 Weeks Shred Challenge - Free Workout Program. [online] Available at: <https://www.chloeting.com/program/2019/two-weeks-shred-challenge.html> [Accessed 19 February 2021]. Davis, J., 2020. Can digital really be the future of fashion week?. [online] Harper’s BAZAAR. Available at: <https://www.harpersbazaar.com/uk/fashion/shows-trends/a32685490/digital-fashion-week-future/> [Accessed 27 January 2021]. Directionally Challenged. 2018. Directionally Challenged. [online] Available at: <https://www.candicekayla. com/> [Accessed 12 February 2021]. Fashion No Filter, 2017. [podcast] Fashion No Filter. Available at: <https://podcasts.apple.com/gb/podcast/fashion-no-filter/id1183345770> [Accessed 12 February 2021]. Fowler, D., 2019. You can now dress like a Sim thanks to Moschino’s latest collection. [online] Harper’s BAZAAR. Available at: <https://www.harpersbazaar.com/uk/fashion/fashion-news/a27134399/jeremy-scott-moschino-sims-collaboration/> [Accessed 27 January 2021]. Heron-Langton, J., 2020. Marc Jacobs drops six cute looks on Animal Crossing. [online] Dazed. Available at: <https://www.dazeddigital.com/fashion/article/49114/1/marc-jacobs-drops-six-cute-looks-animal-crossing-valentino-instagram> [Accessed 27 January 2021]. 27
Molbythelabel.com. 2021. About|Molbythelabel. [online] Available at: <https://www.molbythelabel.com/about> [Accessed 10 February 2021]. Olivia Rose The Label. 2021. About | Olivia Rose The Label. [online] Available at: <https://oliviarosethelabel.com/ about/> [Accessed 10 February 2021]. Podcasts.apple.com. n.d. Podcasts Downloads on iTunes. [online] Available at: <https://podcasts.apple.com/us/genre/ podcasts/id26> [Accessed 12 February 2021]. SoundCloud. n.d. SoundCloud – Listen to free music and podcasts on SoundCloud. [online] Available at: <https:// soundcloud.com/> [Accessed 13 February 2021]. Spotify. n.d. Spotify. [online] Available at: <https://www.spotify.com/uk/premium/?utm_source=uk-en_brand_ contextual-desktop_text&utm_medium=paidsearch&utm_campaign=alwayson_eu_uk_performancemarketing_ core_brand+contextual-desktop+text+exact+uk-en+google&gclid=Cj0KCQiA962BBhCzARIsAIpWEL3LOzr2xj81QNtk-0CErGNRkMOiE-_sHV6Szu358t_3EBEC9-UyAoUaAqmEEALw_wcB&gclsrc=aw.ds> [Accessed 13 February 2021]. Statista. 2020. Topic: Podcasts in the UK statistics and facts. [online] Available at: <https://www.statista.com/topics/6908/podcasts-in-the-uk/#:~:text=Podcast%20listenership%20in%20the%20United,15.6%20million%20listeners%20in%202020.> [Accessed 12 February 2021]. Stitcher.com. n.d. Stitcher: Made for Podcasts. [online] Available at: <https://www.stitcher.com/> [Accessed 12 February 2021]. THE WARDROBE CRISIS. n.d. THE WARDROBE CRISIS. [online] Available at: <https://thewardrobecrisis.com/> [Accessed 12 February 2021]. tribute to magazine. 2021. Fashion Week schedule 2021 - a complete overview. [online] Available at: <https://tributetomagazine.com/fashion-week-schedule-2021-overview/> [Accessed 28 January 2021]. Urban Dictionary. n.d. Urban Dictionary: Glow Up. [online] Available at: <https://www.urbandictionary.com/define. php?term=Glow%20Up> [Accessed 19 February 2021].
28
PROJECT IMAGE REFERENCES Megan Crosby, n.d. Heli Organic Cotton Strawberry Dress. [image] Available at: <https://bymegancrosby.com/collections/all/products/ heli-organic-cotton-strawberry-print-midi-dress> [Accessed 11 February 2021].
oliviandalice, 2020. Molbythelabel website is open for orders. [image] Available at: <https://www.instagram.com/p/CFFYyFfBoh2/> [Accessed 9 February2021].
Megan Crosby, n.d. Sophie Strawberry Print High Waist Trousers. [image] Available at: <https://bymegancrosby.com/collections/blooming-chaos-%F0%9F%8D%93/products/sophie-strawberry-print-puff-sleeve-trouser> [Accessed 11 February 2021].
29
Megan Crosby, n.d. Sophie Strawberry Print High Waist Trousers. [image] Available at: <Megan Crosby, n.d. Sophie Strawberry Print High Waist Trousers. [image] Available at: <https://bymegancrosby.com/collections/ blooming-chaos-%F0%9F%8D%93/products/sophie-strawberry-printpuff-sleeve-trouser> [Accessed 11 February 2021].> [Accessed 11 February 2021].
Megan Crosby, n.d. Scrunchie-Style Face Masks- Strawberry. [image] Available at: <https://bymegancrosby.com/collections/all/products/scrunchie-style-face-masks?variant=32668870967377> [Accessed 11 February 2021].
Molbythelabel, n.d. Betsy Dress- Apple. [image] Available at: <https://www.molbythelabel.com/product-page/betsy-dress> [Accessed 11 February 2021].
Camilla Ashley, n.d. Gingham Ties Ibiza. [image] Available at: <https:// www.camillaashley.co.uk/product-page/blue-ties-bucket-hat> [Accessed 11 February 2021].
30
Oliviarosethelabel, 2021. SS21 Launch. [image] Available at: <https://www. instagram.com/p/CLAHRuigOsY/> [Accessed 11 February 2021].
Oliviarosethelabel, 2021. Tangerine Dream in 100% raw silk. [image] Available at: <https://www.instagram.com/p/CLCRsiWgGcv/> [Accessed 11 February 2021].
Balenciaga, 2020. The one and only LITAY is one of the new characters of @ balenciaga PC game Fall 20-21 collection.. [image] Available at: <https://www. instagram.com/p/CIk2TRlBWkO/> [Accessed 10 March 2021].
cottonbro, 2021. podcast. [image] Available at: <https://www.pexels.com/photo/ smartphone-internet-connection-technology-6686455/> [Accessed 12 February 2021].
31
Kozub, M., 2020. Body Positivity. [image] Available at: <https://unsplash.com/ photos/QafmAPmmDfQ> [Accessed 19 February 2021].
Esposito, M., 2021. Screenshot of tweet. [image] Available at: <https://twitter.com/mollaayesposito/status/1363880600847925256> [Accessed 19 February 2021].
Inside Weather, 2019. Woman lying on sofa. [image] Available at: <https://unsplash.com/photos/348dJPXEFHk> [Accessed 19 February 2021].
32
MARKETING REFERENCES Belgravemusichall.com. n.d. Belgrave Music Hall & Canteen. [online] Available at: <https://www.belgravemusichall. com/> [Accessed 11 March 2021]. Cooper, S., 2018. Media kit Spoiled Nation. [online] Issuu. Available at: <https://issuu.com/sarcoop/docs/media_kit_ spoiled_nation> [Accessed 10 March 2021]. Instagram. n.d. Spoiled Nation Magazine| Instagram Page. [online] Available at: <https://www.instagram.com/spoilednation/?hl=en> [Accessed 11 March 2021]. Kosaka, K., n.d. The Importance of Marketing Mix in Your Growth Strategy. [Blog] Alexa, Available at: <https://blog. alexa.com/importance-of-marketing-mix/> [Accessed 2 March 2021]. Managementstudyguide.com. n.d. SWOT Analysis - Definition, Advantages and Limitations. [online] Available at: <https://www.managementstudyguide.com/swot-analysis.htm> [Accessed 2 March 2021]. Michaeli, A., 2020. The Most Downloaded Apps Worldwide in 2020. [online] Appfigures. Available at: <https://appfigures.com/resources/insights/most-downloaded-mobile-apps-2020#and-political-unrest> [Accessed 3 March 2021]. Michel, O., 2017. How Social Media has changed Journalism - Irish Tech News. [online] Irish Tech News. Available at: <https://irishtechnews.ie/how-social-media-has-changed-journalism/> [Accessed 3 March 2021]. Miles, S., 2020. How to Use Social Media to Grow Your Digital Magazine. [Blog] WebPublisherPRO, Available at: <https://webpublisherpro.com/what-are-social-first-publishers/> [Accessed 2 March 2021]. Schreiner, E., 2017. How to Throw a Magazine Launch Party. [online] Bizfluent. Available at: <https://bizfluent.com/ how-6116913-throw-magazine-launch-party.html> [Accessed 1 March 2021]. Spoiled-nation.com. 2018. Spoiled Nation. [online] Available at: <https://spoiled-nation.com/> [Accessed 11 March 2021]. Village. n.d. Village | Bookshop & Gallery. Leeds, UK. [online] Available at: <https://villagebooks.co/> [Accessed 11 March 2021].
33
MARKETING IMAGE REFERENCES Richardson, S., 2018. Where to shop independent in Leeds. [image] Available at: <https://confidentials.com/leeds/ where-to-shop-independent-in-leeds-this-christmas> [Accessed 1 March 2021].
TikTok, 2021. TikTok Logo. [image] Available at: <https://1000logos.net/tiktok-logo/> [Accessed 11 March 2021].
Belgrave Music Hall, 2020. Roof is open. [image] Available at: <https://www.instagram.com/p/CDOXWuIANT-/> [Accessed 7 March 2021].
34
APPENDIX Image taken from Spoiled Nation InDesign package to maintain consistency across print articles.
Screenshots from the ’ article written for Spoiled Nation online.
Screenshots from the ‘The Fashion Podcasts to keep You Inspired Through Lockdown’ article written for Spoiled Nation online.
35
Screenshots from the ‘How to overcome the pressure to glow up in lockdown’ article written for Spoiled Nation online.
Screenshots of Spoiled Nation’s website analytics.
36
spoiled nation Inspiration for the nation
Poster mock up created on Adobe Illustrator
spoiled
Tote bag mock up created on Adobe Illustrator
Inspiration for the nation
nation
spoileD Inspiration for the nation
nation
Sticker mock up created on Adobe Illustrator
To: abcd@hotmail.co.uk From: spoiled-nation
spoiled nation NewsletTHIS WEEK: Mock up created on Adobe InDesign.
How to overcome the pressure to glow up in lockdown.
37
