CLASH MAG GUIDELINE
CLASH MAG GUIDELINE
CLASH MAG Guideline
CONTENT P.
3
P.
The Brand
Mainstay Culture
Vision & Mission Values
P.
4
P.
Mission & Aim
P.
Music
5
P.
12
Mainstay Food
7
P.
Tone Of Voice
P.
11
Mainstay
Audience
P.
10
13
Technical Information Paper Frequenzy Distribution Advertisements Budget Costs
9
Mainstay Fashion
P.
2
CLASH MAG Guideline
BRAND CLASH
Vision
Embrace colour and follow your impulses Clash believes in self-empowerment through the use of colour and the realisation of one’s own impulses. Freedom and happiness are key for the brand, so this is what we want to share with our audience.
Mission
Create contrast and step out of the ordinary and into a world of contradictions. By stepping out of the known and ordinary, a new perspective on life is created. Clash brings excitement and a very individual expression to those, who feel the need to clash with what is out there.
Important Value Bravery.
We believe in the strength of character. Hence, bravery is our distinctive brand value, as it stands for self-empowerment. The Clash brand stands for a courageous and self-expressing youth culture in which each individual can shape their own way of life.
P.
3
CLASH MAG Guideline
MISSION&AIM
What?
The Clash Mag is a monthly published sponsored magazine, targeted to the brand’s audience.
Why?
The magazine’s aim in to create a strong bond between the brand and its target audience.
How?
. The magazine includes topics that are in line with the interests and needs of the target audience. Fashion, Culture, Music & Food + more playful content like horoscopes, agenda with interesting events, etc.
P.
4
CLASH MAG Guideline
AUDIENCE
Who?
The audience Clash Mag is targeting are young women between sixteen and twenty years. They are dreaming about a free and creative lifestyle, in which they can express their own identity. They are either starting a study with a creative subject or already have started. To finance their life and study they keep themselves busy with part-time work as waitresses or shop personnel. These young women usually still live with their parents or in a shared apartment with their friends. Due to their age and financial situation they cannot afford their own place nor an expensive lifestyle. These women are very busy with their social and professional networking. Group activities with friends, such as going to parties, watching the latest chick flicks or hanging out in the park to meet new and exciting people, all of these are common components of their life. As the Clash audience keeps up with everything that is new and on trend, the internet and social media are very important communication tools. Keeping in contact and sharing information via facebook, intagram or similar platforms, no matter if at home or outside, is very important to them. These tools influence them and shape their way of communication while helping them to portray themselves in the way they want to be perceived - as young, creative & outgoing personalities. Apart from social media, this audience is also affected by print media. They read low-culture magazines like Cosmo Girl or Fancy to keep up with the latest trends and celebrity news. On the other side they are interested in more political and cultural subjects as well, thus Vice magazine is an example for the more intellectual side of their interests. Like most young people the Clash girls like to sleep in and have a stress free day. They get up at 9 and get ready for school and since their look is important, there is no time for breakfast. In the break they get some sandwiches with friends and socialize till class starts again. After school it is time to go to work the early shift at a bar to earn some money but also to meet new people and be seen. When back home around ten the homework needs to be done quickly, then feet up and TV-time, while texting with friends or uploading news and pictures on their facebook page. Usually by the end of the day their macbook is filled with the latest fashion news.
P.
5
CLASH MAG Guideline
TONE OF VOICE
What?
Clash Mag’s tone of voice is bold and a bit cheeky but always toned down to an intelligent level.
Why?
The magazines audience is young and active but highly interesting in creative and intellectual subjects.
How?
The content is a mix of fun and sophisticated subjects, each visually and textually upmarket but always given a personal and saucy undertone.
Example
This revolution, the information revoultion, is a revolution of free energy as well, but of another kind: free intellectual energy. It’s very crude today, yet our Macintosh computer takes less power than a 100-watt bulb to run it and it can save you hours a day. What will it be able to do ten or 20 years from now, or 50 years from now? -Steve Jobs-
P.
7
CLASH MAG Guideline
MAINSTAY FASHION
What?
Clash Mag includes a fashion editorial each issue, that represents a counter trend to a mainstream relevant development.
Why?
The Clash brand is based on an individual and free lifestyle. In the magazine this will be represented by fashion photography.
How?
. The fashion editorials will show models styled and dressed according to the Clash coutnter fashion principles. ~ 10 spreads
P.
9
CLASH MAG Guideline
MAINSTAY CULTURE
What?
Clash Mag incorporates a section dedicated to influential artists or upcoming talents.
Why?
The magazines audience is highly interested in the creative industry in various aspects. Thus updates on artists, exhibitions, etc are essential.
How?
. Featured in the magazine will be upcoming talents, exciting student’s work fromm local art schools, or upcoming exhibitions of established arists. ~ 4 spreads
P.
10
CLASH MAG Guideline
MAINSTAY MUSIC
What?
Clash Mag presenst and reviews new and exciting artists, albums and concerts.
Why?
Clash Mag’s target audience has an interest in music and relevant developments in the music industry.
How?
Mainly contemporary artists, that represent a young and energetic musical taste. ~ 4 spreads
P.
11
CLASH MAG Guideline
MAINSTAY FOOD
What?
The magazine will present a small selection of easy and delicious recipes that are made of interesting ingredients.
Why?
Clash Mag’s target audience has a taste off the mainstream and little spare time, thus they are interested in fast and tasty dishes.
How?
. Clash Mag will work together with innovative chefs, that question the borders of food as much as the magazine questions the mainstream. ~ 4 spreads
P.
12
CLASH MAG Guideline
TECHNICAL INFO
Paper
120g glossy paper A3 fold staple binding
Frequency
published 1x per month 10.000 copies
Distribution
pick up in store & mailing list & promotional give-away in town
P.
13
CLASH MAG Guideline
TECHNICAL INFO
Advertisment
The magazine includes the brand’s own advertisements plus additonal advertisements. Approximately 2 speads + 6 single pages + back cover Examples: MAC Cosmetics, Apple iPod, Nokia Mobilephone
Budget
Given in the Strategic Marketing Communication Plan: €50.000
Costs
Example PrintNinja: 10.000copies printed in China: ca. €6.000 per copy: €1,66
P.
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Jasper Schrรถder
Georgia Lindley