The Well Approach Campaign Plan

TWA

THE WELL APPROACH

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THE STORY The promotional campaign is fuelled from our audiences need for nostalgia and their demand for wellness advice to be more attainable. The campaign is fluid and multi-channel, targeting not only our following but increasing our outreach to wellness advocates, widening our target audience reach. Both digital and physical, the campaign is stretched across our audiences key social channels and their prolonged desire to revive print with human touch. Sharing our values, ethos and opinions, this campaign boasts brand personality and awareness for the growth of our online platforms.

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URNEY P R O M O T IO N A L JO

WEBSITE INSTA

PAPER

EMAIL

All promotional materials direct back to The Well Approach online platform or Instagram

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PR

PAPER The newspaper is the nostalgia driven promotional material of choice. It would be bought online, in a hard or digital format based on the audiences preference. Bringing more wellness content to our readers, it continually directs them back to our site and Instagram account, to write a review, add to the forum or join us on Instagram.

Click the image to view on Issuu

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Inside Cover

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SPF Double Page Spread

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Summer Circuit Double Page Spread

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E M A IL Email campaign seen on site and through direct mail, targeting existing members of The Well Club as well as encouraging new subscribers.

Using current content and the newspaper launch to increase click-throughs to the platform.

Email Subscription Pop-up

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N E W S LE T T E R Email Newsletter used to inform my audience of the newspaper launch, Instagram content and our platform services. This template will be used to create all email newsletters in the future, to keep our email branding consistent.

Email Newsletter Mockup on Multiple Devices

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Please click each image to view in browser

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TWA Paper Launch Email

TWA Wellness Wednesday Weekly Email

Newsletter Post Newspaper Launch

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fr om Im ag e

Our PR gifting campaign as part of the wider promotional campaign, targets influencers in our ideal audience in the realm of wellness, skincare, fitness and overall wellbeing. By using gifting, we can reach out to micro and nano influencers, in the hope they will share our brand with their following.

Including branded materials; press release, stickers and newspaper, our message and aesthetic will shine through and engage each individual. We're putting the planet first, any mailers for the sales of the newspaper and the PR packages would be sent in compostable mailers from noissue.com. This way we are in-keeping with consumer demand for eco alternatives and maintaining responsibility as a brand. Alongside other branded packaging, tissue paper and stickers, we can play with The Well Approach's feel-good design and welcoming attitude.

no is su e

PR

Click the image to view on OneDrive

P R E S S R E LE A S E

Front and Back mockup of press release, printed on 200gsm heavy stock paper

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W

HO Influencers targeted for our gifting campaign

Brönte King @brontekingg 36k

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Sam Bryant @knackeredbychaos 1.7k

Danielle Maynard @daniellemaynard_ 400

Fani Mari @fani_breakeven 2.8k

Happy Glowy Skin @happyglowyskin 4.3k

Beauty, Lifestyle, Skincare

Skincare, Student, Self-Care

Self-Care, Positivity, Personal Growth

Wellness, Lifestyle, Balance

Spirituality, Meditation, Holistic

Kasey Jane @kaseyjanebeauty 1.7k

Fiona @fresh.skin.appeal 4.7k

Jasmine @jasminetalksbeauty 15.9k

Rita @healingbroadway 10.9k

Beauty, Skincare, SelfCare

Skincare, Wellbeing

Beauty, Skincare, SelfCare

Wellness, Design, Calm

Grace @thatgracegirl 8.4k Beauty, Skincare, Writer

Click the image to view webpage

WEBPAGE

Webpage to sell TWA Paper to our audience; either to buy the newspaper or purchase the digital pdf. Newspaper mockups used to illustrate the design aesthetic with an added extra of a sneak preview to push for purchases.

TWA Paper Web Page

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Desktop and Mobile Version.

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A IG N IN S T A G R A M C A M P The social media marketing for this campaign was developed with the CIM guidelines in mind. Using a content calendar to track daily uploads and plan for promotional launches, this campaign engages new followers and increases brand awareness.

Click the image to view May and June content calendar

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Content Calendar

Click image to view live Instagram account

T CURRENT CONTEN Already, the Instagram has been in the early stages of the promotional plan. Posting regularly, with wellness content - using a border theme to keep on track and stay on brand. See Instagram content since the 9th of February for the beginning of VP2B work.

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Newspaper Teaser Posts Channeling nostalgia element of promotional material with newspaper mockups

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Instagram Story Examples

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Giveaway Post Using DIY collage aesthetic and relatable imagery

Photo Post Example *image not my own

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Join The Well Club Example Post *image not my own

Behind the Scenes 'The Well Club' Photoshoot Example Post *image not my own

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B U L C L L E W E H T N I O J # @ TH EW EL LA PP R O A

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TWA

THE WELL APPROACH

G W EL L SE GU ID E TO LIV IN YO UR NO NO NS EN