Fashion Writing Level 6 Project

FASHION WRITING PROJECT MARIE-CLAIRE MILLS C3497520 TOTAL WORD COUNT: 3325

Introduction

THIS PROJECT IS BASED ON A BUSINESS MODEL TO REFLECT PRACTICES OF A INDUSTRY CREATIVE-CONTENT AGENCY ‘SPOILED NATION’. ACROSS THE FOLLOWING PAGES IS AN EXAMPLE OF A PRINT FEATURE, AN ONLINE FEATURE AND A MARKETING CONCEPT FOR SPOILED NATION DEMONSTRATING FASHION WRITING TALENTS AND ADAPTABILITY.

NO ONE DOES WHAT WINGS DOES FASHION WRITING PROJECT: PRINT FEATURE WORD COUNT: 1292

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SPOILED NATION 2018/ 2019

No One Does What Wings Does

BY MARIE-CLAIRE MILLS

Most 24 Year Olds are ‘finding themselves’ and deciding on their future career path, yet Jack McBride is able to have his hobby as his job.

‘Oh hell no!’ Jack says, as he sips from a glass of OJ. The short, but succinct, response suggests he had no idea that he’d be the founding-editor-in-chief of Wings Magazine, especially at the age of 24. His iPhone is resting on the table within close reach, in case an email comes through, patiently waiting for our interview to start. He jokes, ‘It’s hard running a magazine, I promise you. It’s quite cool though, if you went through the contacts list on my phone there’s enough fighter pilots there to make a small air force,’ Something he had only dreamed of as a young-boy.

Jack grew-up in South Woodham Ferrers, a small commuter town in Essex, but always lusted for a city life. He moved out of his hometown to go to university in Norwich, city of arts, to study architecture after his dreams of becoming a fighter pilot were shattered because his eye sight was not strong enough. Everyone was surprised about his subject choice because of how he was set on studying a subject which would allow him entry into the RAF, after all that was his childhood dream.

He applied for engineering, after his eyes had given him his first hurdle to jump to get his place in the RAF, with confidence he had the aptitude and passion to succeed with this subject. However, when applying for the RAF’s scholarship scheme another he had another knock due to budget cuts and this led him to re-evaluate his decisions. Growing up, Jack would sketch buildings and had a great interest in structures of buildings when he was researching engineering at school. He also had this creative flare he had never really done much with, this was an opportunity for him to turn over a new leaf and delve into something new. ‘It was a quick turnaround to want to go and do something creative, so I understand why people were taken by surprise.’ Did he surprise himself? ‘I think so,’ it was probably the best decision he could have made and if he hadn’t explored this option, he wouldn’t have been creative or had as much freedom to do his own thing and discover himself.

The more I chatted with Jack the more I came to understand that Jack is putting his all into his project of Wings. Post university, Jack came back home to the realisation that he’d changed into this creative, cosmopolitan young adult, but the place around him hadn’t grown up like he had. His career, for a while after university was difficult, but he spent a lot of time in London, testing different waters to see where he would end up.

Photograph By CoffeetableMags on Instagram

‘I think so,’ he continues to answer telling me it was probably the best decision he could have made and if he hadn’t explored this option, he wouldn’t have been creative or had as much freedom to do his own thing and discover himself.

The more I chatted with Jack the more I came to understand that Jack is putting his all into his project of Wings. Post university, Jack came back home to the realisation that he’d changed into this creative, cosmopolitan young adult, but the place around him hadn’t grown up like he had. His career, for a while after university was difficult, but he spent a lot of time in London, testing different waters to see where he would end up. He tells me about how he’s travelled a bit here and there and when I ask where his favourite place he has visited was, he was spoilt for choice. He chooses Berlin and tells me about his visit to Tempelhof Airport in his first year at university. This location was designed and built under Hitler’s command, which resonated with Jack because of its links to the war and aviation. ‘Growing up my parents both worked so I spent a lot of time with my Grandad who had a great interest in it so that’s where my love of aviation started for me.’

He explains he doesn’t really have a day job now, ‘every living moment is probably spent on Wings, it is my creative outlet…I was probably spending a minimum of an hour an evening after work, I think it has probably taken about a year to get the magazine launched.’ In the time he has spare, he enjoys

He travelled a bit here and there and his favourite place he has visited was Berlin, specifically he visited Tempelhof Airport, in his first year at university. This location was designed and built under Hitler’s command, which resonated with Jack because of its links to the war and aviation. ‘Growing up my parents both worked so I spent a lot of time with my grandad who had a great interest in it so that’s where my love of aviation started for me.’

He doesn’t really have a day job now, ‘every living moment is probably spent on Wings, it is my creative outlet…I was probably spending a minimum of an hour an evening after work, I think it has probably taken about a year to get the magazine launched.’ In the time he has spare, he enjoys watching Arsenal play football and has a season ticket so he can go to weekly matches.

Jack thinks of himself as a peaceful person, but definitely not “at one” with himself, explaining he has got traits of both an introvert and extrovert.

Wings came as a project to expand his portfolio. Since his studies in Norwich, print magazines had been an interest to him, so he created Wings as a ‘dummy-run’ to experiment and show off his skills. A few friends had seen his idea telling him “this could be good” leading Jack to conduct some market research, helping him find that there was a gap in the market for a publication like Wings. ‘I didn’t want anyone to get in there before me, so we officially started Wings in October 2017, that’s when the formal discussions came. It was always going to be my goal, but at this point it was a now or never kind of decision.’

Wings is an aviation publication to cater to those who are passionate about aviation and want to tell their story.

“Growing up, my parents both worked so I spent a lot of time with my grandad who had a great interest in it so that’s where my love for aviation started for me” ‘I think it’s put nicely by my contact George Romain who says the aviation world isn’t this nerdy thing, there’s a lot of cool people doing a lot of cool stuff and it’s a very influential industry. This stuff is impacting the way we travel and the way we dress. With a well-designed and well-published magazine, it is bringing that to the limelight.’ Jack wants to bring something better to aviation journalism, emphasising heavily on photography and the magazine design, but also, he wants to give his contributors the opportunity to publish their work in a professional output, something Wings has allowed him to do.

Wings tries to identify and aim for their stories to have a human side so readers can enjoy the magazine whether they’re interested in aviation or not, in the hope they do not limit their audience.

Reflecting back on his journey with Wings, his biggest challenge has been the fact he is learning how to be an editor, at the same time as being an editor and he is completely on his own in this. ‘If you’re going through hell, keep going, keep being creative and don’t stop. You have to make things

happen for yourself.’ He is inspired by bouncing off other people, especially creatives, which helps ideas evolve the more you talk about them.

He finds a lot of inspiration on Instagram and from other magazines that he enjoys. For example, he enjoys the early editions of Cereal Mag, particularly the way the founders Rosa Parks and Rich Stapleton represented their brand and the aesthetic they gave to their publication - he has always identified with them in his personal style. The peaceful, minimal and clean, style of Wings, and I guess you could say Jack, takes themes from Parks and Stapleton. Edvina Bruzas who runs Water Journal alongside a photographer named Toby Mitchell both inspire Jack’s work including his personal portfolio. He enjoys Instagram because he is a visual person who can connect with images more than anything else.

Wings is available from the website, are currently stocked by MagCulture which is an independent magazine shop near the Barbican Centre in London and in Magalleria in Bath, again another independent magazine shop. The future of Wings Magazine and Jack McBride looks bright, with plans to grow through advertisements with a similar aesthetic and collaborations with lifestyle brands, eventually becoming more than a magazine. But for now, the next step for Wings is Volume Two. ‘Why choose Wings? Because I don’t think any other aviation publication puts this much emphasis on being accessible for all. Wings isn’t daunting and can be read by all no matter your age or experience and isn’t dull for those who are less interested in aviation but have more respect in the detail. No one does what Wings does’ Jack closes.

Wings Instagram - @wingsmag Twitter - @wings_mag Website – wingsmag.co.uk Jack McBride Instagram & Twitter - @jackfmcbride

Photograph By Jack McBride

“If you’re going through hell keep going... keep being creative and don’t stop. You have to make things happen for yourself.”

LIVING THROUGH THE SCREEN: ARE WE REALLY CONNECTED?

BY MARIE-CLAIRE MILLS FASHION WRITING PROJECT: ONLINE FEATURE WORD COUNT: 530 LINK:HTTPS://SPOILED-NATION.COM/2018/11/02/LIVINGTHROUGH-THE-SCREEN-ARE-WE-REALLY-CONNECTED/

LIVING THROUGH THE SCREEN: ARE WE REALLY CONNECTED?

BY MARIE-CLAIRE MILLS

WE LIVE IN A GENERATION WHERE SOCIAL MEDIA CONTROLS A MAJOR PART OF OUR DAY-TO-DAY LIVES AND THE WANT FOR PUTTING OUT AN IMAGE OF OUR BEST SELVES ONLINE IS BIGGER THAN EVER BEFORE. WE HAVE SO MANY ‘FRIENDS’ AND ‘FOLLOWERS’ ONLINE AND OUR ONLINE SELVES ARE CONNECTING WITH PEOPLE THROUGH THE SCREEN OF YOUR LAPTOP OR PHONE. THROUGH OUR FINGERTIPS, WE HAVE ACCESS TO SHARE OUR THOUGHTS, FEELINGS AND LIVES TO THE REST OF THE WORLD WITHOUT DIFFICULTY OR EFFORT. BUT, WHY IS IT THAT WE STRUGGLE TO FIND OUR VOICE WHEN IT COMES TO MENTAL HEALTH? WHEN WAS THE LAST TIME YOU SPOKE TO THAT BEST FRIEND FROM SCHOOL YOU MEANT TO SEE 3 YEARS AGO, BUT NEVER GOT AROUND TO IT BECAUSE ‘LIFE GOT IN THE WAY’? WHEN WAS THE LAST TIME YOU ASKED SOMEONE, “HOW ARE YOU?” AND REALLY MEANT IT? THREE SIMPLE WORDS THAT GET THROWN ACROSS YOUR PHONES KEYBOARD AND MUNDANELY SAID TO THE PEOPLE AROUND YOU EVERY DAY. HOW. ARE. YOU. ACROSS LEEDS, YOU MAY FIND A FUNNY LOOKING IMAGE GRAFFITIED ONTO BUILDINGS AND FENCES WITH TWO WORDS SCRIBBLED NEAR IT THAT READ, ‘TALK MORE’. ONE, FOR EXAMPLE, IS PLACED ACROSS THE ROAD FROM CHURCH ON WOODHOUSE LANE WHICH I WALK PAST EVERY DAY. I REMEMBER NOTICING THE SYMBOL IN MANY DIFFERENT LOCATIONS ACROSS LEEDS AND WONDERED WHAT IT WAS AND WHAT IT MEANT.

AFTER DOING SOME RESEARCH, IT SEEMS THE ARTIST AND THE MEANING BEHIND THE IMAGE ARE UNKNOWN. IT APPEARS THAT WE HAVE A BANKSY OF LEEDS - OR PERHAPS IT IS BANKSY, WHO KNOWS? HOWEVER, A JOURNALIST FOR THE LEEDS UNIVERSITY NEWSPAPER, THE GRYPHON, DESCRIBES THE IMAGES AS BEING TWO PROFILES OF FACES LOOKING AT ONE ANOTHER HAVING, WHAT IS GUESSED TO BE, A CONVERSATION. THE IMAGE IS SUBJECTIVE LEAVING YOU TO DECIDE THE MEANING. FOR ME, THE SLOGAN OF THE IMAGE HAS LEFT ME PONDERING ON THE TOPIC OF TALKING TO THE PEOPLE AROUND US. IF ANYTHING, IT HAS PUSHED ME TO TALK TO MY FRIENDS ASKING THEM HOW THEY ARE AND TO SIMPLY LISTEN. IT COULD BE ARGUED THAT THE ABILITY TO CONNECT WITH OTHERS SO EASILY, HAS DRIVEN SOCIAL MEDIA TO BE A NEGATIVE EFFECT ON OUR METAL HEALTH, EVEN THOUGH WE ARE SURROUNDED BY PEOPLE PASSING THROUGH OUR SCREENS ALL DAY, EVERY DAY. SO, ARE WE REALLY CONNECTED? THE MEANING OF CONNECTED IN THE CAMBRIDGE ENGLISH DICTIONARY IS ‘JOINED TOGETHER’ AND THE MEANING OF COMMUNICATE IS ‘TO SHARE INFORMATION WITH OTHERS BY SPEAKING, WRITING, MOVING YOUR BODY, OR USING OTHER SIGNALS’. SOCIAL MEDIA ALLOWS US TO STAY CONNECTED AND COMMUNICATE INSTANTANEOUSLY, YET IT CONTRADICTS THE TRUE MEANINGS OF CONNECTION AND COMMUNICATION. MIND, A LEADING MENTAL HEALTH CHARITY IN THE UK, SUGGEST THAT ONE IN FOUR PEOPLE EXPERIENCE MENTAL HEALTH PROBLEMS EACH YEAR. WE CAN HELP TO AID A REDUCTION OF THIS STATISTIC BY CONNECTING WITH THE PEOPLE AROUND US THROUGH REAL LIFE FORMS OF COMMUNICATION; SPEAKING, WRITING, MOVING YOUR BODY AND USING SIGNALS. PUT YOU SCREENS AWAY, TAKE A BREAK FROM YOUR ONLINE SELF. BE YOUR TRUE SELF, PRESENT IN THE MOMENT, AND TALK MORE.

MARKETING CONCEPT

BY MARIE-CLAIRE MILLS WORD COUNT: 1458

spoiled nation Inspiration for the nation

IN AN ARTICLE ABOUT MEDIA KITS FOR FORBES, MENAKER (2018) EXPLAINS HOW STRAIGHT FORWARD MEDIA KITS ALLOW JOURNALISTS TO GATHER ALL THE ACCURATE INFORMATION ABOUT A COMPANY RAPIDLY AND IT IS THEREFORE NECESSARY FOR BUSINESSES, INCLUDING MAGAZINES, TO HAVE ONE. DUE TO THIS, THE FOLLOWING MARKETING CONCEPT WILL BE PRESENTED USING SIMILAR TO A MEDIA KIT AND WILL INCLUDE SPOILED NATION’S MISSION STATEMENT, DEMOGRAPHIC TITLED ‘OUR SPOILED NATION’, THEIR PRODUCT OFFERINGS, AND HOW SPOILED NATION MARKET THEMSELVES.

Our mission statement

As an anthology of fashion, culture, and current affairs, Spoiled Nation encapsulates what inspires the nations interests through the work of Leeds Beckett final year fashion marketing students.

LEA-GREENWOOD (2013) DEFINES A MISSION STATEMENT TO BE A DEFINITIVE DECLARATION THAT SUMS UP THE ESSENCE OF A BUSINESS AND WHAT THEIR AIMS ARE. MISSION STATEMENTS ARE ALSO MADE TO INTEGRATE LONG-TERM CORPORATE STRATEGY WHICH IS ESSENTIAL TO ACHIEVE CORPORATE OBJECTIVES (RICHARDSON ET AL., 2015). IDYLLICALLY, MISSION STATEMENTS SHOULD BE IN KEEPING WITH THE VALUES OF YOUR STAKEHOLDERS, THEREFORE A MISSION STATEMENT FOR MAGAZINES SHOULD HAVE THE BELIEFS OF THEIR READERSHIP IN MIND.

Our spoiled nation WHITTAKER (2008) DESCRIBES HOW SEGMENTATION OF READERSHIP DEMOGRAPHICS IS IMPERATIVE IN MAGAZINE PRODUCTION. SEGMENTING READERSHIP INTO DEMOGRAPHICS IS IMPORTANT IN CONSUMER-CENTRIC MARKETING AND CAN BE HARD IN MODERN DAY SOCIETY AS SOCIAL MEDIA USERS CAN HAVE MULTIPLE IDENTITIES ONLINE (RICHARDSON ET AL., 2015). AS SPOILED NATION HASN’T LAUNCHED PROPERLY YET, THE DATA BELOW IS TAKEN FROM HEARST MEDIA’S AVERAGE AUDIENCE DEMOGRAPHIC (HEARST MEDIA, 2018).

SPOILED NATION’S TARGET CONSUMER AGE IS 16-24 YEAR OLD STUDENTS AND GRADUATES.

GENDER = 51% FEMALE & 49% MALE (HEARST MEDIA, 2018).

AS SPOILED NATION IS WRITTEN

BY STUDENTS AT LEEDS BECKETT UNIVERSITY, THE MAIN READERSHIP LOCATION WILL BE THE UK, PARTICULARLY LEEDS.

Our product offerings RICHARDSON ET AL. (2015) EXPLAIN HOW THERE ARE MANY DIFFERENT WAYS PRODUCTS AND SERVICES ARE MARKETED AND THESE WAYS ARE SPLIT INTO MARKETING CHANNELS. BELOW ARE THE CHANNELS THROUGH WHICH SPOILED NATION MARKET THEMSELVES.

ONLINE SPOILED-NATION.COM

IN PRINT SPOILED NATION

ON INSTAGRAM @SPOILEDNATION

ON TWITTER @NATION_SPOILED

Our marketing concept marketing communications EASEY (2009) STATES AIDA IS ONE OF THE MAIN MODELS USED AS A DESCRIPTION FOR THE TRADITIONAL APPROACH TO MARKETING COMMUNICATIONS. AIDA IS A LINEAR PROCESS OF COMMUNICATION; A - AWARENESS I - INTEREST D - DESIRE A - ACTION. ANOTHER TRADITIONAL APPROACH TO MARKETING COMMUNICATIONS IS THE DRIP MODEL WHICH ALLOWS A CONSUMER TO UNDERSTAND BRAND IMAGE THROUGH; D - DIFFERENTIATE R - REINFORCE I - INFORM

P - PERSUADE (FILL, 2011).

EASEY (2009) CONTINUES ON TO EXPLAIN PRESENT DAY MARKETING COMMUNICATIONS MUST BE INTEGRATED WITHIN A COMPANY TO ALLOW FOR ‘SYNERGY AND COST ECONOMIES’. IN AN ARTICLE FROM CAMPAIGN, BROWNSELL (2018) CONSOLIDATED THE USE OF INTEGRATED MARKETING COMMUNICATIONS (IMC), STATING MARKETING COMMUNICATIONS INTEGRATED IN A COMPANY ALLOW FOR CONSISTENCY ACROSS THE ORGANISATION, EXPLAINING HOW BARCLAYCARD’S IN-HOUSE AGENCY IS THE CORE TO ALL MARKETING DECISIONS TO ALLOW FOR UNIFORMITY. IF A BUSINESS HAS CONSISTENCY, THE BUSINESS BECOMES; RECOGNIZABLE, REPEATED, REINFORCED, REITERATED AND, RECALLED (EASEY, 2009).

SPOILED NATION ADOPTS AN INTEGRATED APPROACH TO MARKETING COMMUNICATIONS WITH A TEAM KNOWLEDGEABLE OF THE BRAND IMAGE, CLARIFIED USING THE DRIP MODEL AND HOW TO COMMUNICATE THIS BRAND IMAGE TO THE CONSUMER USING THE AIDA MODEL, ALLOWING FOR SYNERGY AND CONSISTENCY.

Advertising and direct marketing SPOILED NATION WILL UTILISE MAGAZINE ADVERTISING AS IT IS EASY TO TARGET SPECIFIC MARKETS BECAUSE A BRAND CAN TELL WHO THE READERSHIP OF A MAGAZINE IS (EASEY, 2009). SPOILED NATION WISH TO TARGET 16-24-YEAR-OLDS BASED IN THE UK, MAINLY LEEDS, THEREFORE THE CHOSEN PUBLICATIONS SPOILED NATION WILL APPROACH ARE LEEDS CITY MAGAZINE, NORTH LEEDS LIFE MAGAZINE, BEYOND MAGAZINE AND, SUBURBAN MAGAZINE. THESE MAGAZINES WERE CHOSEN AS THEY HAVE A LARGE SELECTION OF READERSHIP AUDIENCES ACROSS LEEDS AND THE UK AND FALL UNDER MANY DIFFERENT SUBJECT CATEGORIES, SIMILAR TO SPOILED NATION (NORTH LEEDS LIFE MAGAZINE, 2019).

DIRECT MARKETING IS THE CLEAREST TYPE OF BUSINESS TO CONSUMER MARKETING COMMUNICATIONS (EASEY, 2009). SPOILED NATION WILL HAVE A MAILING LIST WHERE CONSUMERS CAN SIGN UP FOR FREE AND EMAILS WILL GO DIRECT INTO THEIR INBOXES. THESE EMAILS WILL HAVE A WEEKLY RUN DOWN OF THE CONTENT UPLOADED TO SPOILED NATION ONLINE THAT WEEK. ANOTHER FORM OF DIRECT MARKETING IS LOYALTY SCHEMES. LOYALTY SCHEMES ARE MOST COMMONLY USED BY SHOPS TO KEEP THEIR CUSTOMERS RETURNING (RICHARDSON ET AL., 2015). HOWEVER, SPOILED NATION WILL USE A LOYALTY SCHEME IN A SIMILAR WAY TO THE BUSINESS OF FASHION’S EDUCATION AND PROFESSIONAL SUBSCRIPTION SERVICE. FOR A SMALL SUBSCRIPTION FEE OF £5 PER MONTH, SPOILED NATION’S READERS WILL HAVE ACCESS TO A PREMIUM MEMBERSHIP. THE PREMIUM MEMBERSHIP WILL ALLOW MEMBERS TO HAVE MORE ARTICLES WITH ACADEMIC BACKING ACCESSIBLE AND STUDENTS WILL BE ABLE TO REFERENCE IN THEIR WORK FOR THEIR DEGREES. COMPETITIONS AND ‘GIFTS’ WILL ALSO BE SENT OUT TO SUBSCRIBERS IN EXCHANGE FOR FEEDBACK TO KEEP THE BUSINESS TO CUSTOMER CONVERSATION FLOWING, ALLOWING SPOILED NATION TO ADAPT TO MEET CONSUMER DEMAND IF NECESSARY (RICHARDSON ET AL., 2015).

inhouse Public Relations “PUBLIC RELATIONS IS ABOUT REPUTATION – THE RESULT OF WHAT YOU DO, WHAT YOU SAY AND WHAT OTHERS SAY ABOUT YOU” AND CAN BE SEEN AS MANAGING THE CORPORATE IDENTITY OF A COMPANY (EASEY, 2009). AS MENTIONED EARLIER, ALL MARKETING ACTIVITIES WITHIN AN ORGANISATION SHOULD BE DONE IN-HOUSE TO ALLOW FOR CONSISTENCY, THEREFORE SPOILED NATION WILL HAVE AN IN-HOUSE PUBLIC RELATIONS (PR) DEPARTMENT TO CARRY OUT MARKETING ACTIVITIES (EASEY, 2009 AND BROWNSELL, 2018). THERE ARE MANY DIFFERENT TYPES OF PR ACTIVITIES AND SPOILED NATION WILL BE UTILISING SOME OF THE FOLLOWING; PRESS RELEASES PRESS CONFERENCES INTERVIEWS PUBLICITY EVENTS PRODUCT ORIENTATED CORPORATE EVENTS COMMUNITY EVENTS (FILL, 2011).

SPOILED NATION WILL CREATE A PRESS RELEASE CONSISTING OF A MAGAZINE ADVERTISEMENT WHICH WILL PRESENT THE BRAND TO LOCAL CONSUMERS AS MENTIONED UNDER THE ‘ADVERTISING’ SECTION ABOVE. THE ADVERTISEMENT WILL ALSO INCLUDE THE PROMOTION OF ‘YOUR SPOILED NATION’. YOUR SPOILED NATION WILL BE EVENTS HELD IN PARTNERSHIP WITH LEEDS BECKETT UNIVERSITY THAT HAPPENS EVERY 2 MONTHS. THESE EVENTS WILL BE TICKETED WITH FREE ACCESS TO SPOILED NATION PREMIUM ACCOUNT HOLDERS AND A SMALL FEE FOR THE PUBLIC. EACH EVENT WILL HAVE A QUESTION AND ANSWER PANEL CONSISTING OF SPOILED NATION CONTRIBUTORS AND TALKS ON DIFFERENT TOPICS EACH MONTH. THERE WILL ALSO BE A MIXER WHERE TICKET HOLDERS CAN NETWORK WITH CONTRIBUTORS AND BECOME PART OF THE SPOILED NATION COMMUNITY. ACROSS THE YEAR, SPOILED NATION WILL ALSO CARRY OUT WORKSHOPS ON THE TOPICS SPOKEN ABOUT AT YOUR SPOILED NATION EVENTS WHICH WILL BE AVAILABLE TO PREMIUM MEMBERS AT A CHARGE OF £5. EVERY YEAR, IN THE RUN UP TO THE RELEASE OF THE PRINTED VERSION OF SPOILED NATION, A LARGER SCALE YOUR SPOILED NATION EVENT WILL BE HELD IN PROMOTION OF THE NEW ISSUE.

Corporate social responsibility, Personal Selling and Social Media CORPORATE SOCIAL RESPONSIBILITY (CSR) IS THE WAY MARKETING COMMUNICATIONS IS REGULATED AND IS AN IMPORTANT PART OF BUSINESS FOR MANY CORPORATIONS (FILL, 2011). BY HAVING AN IN-HOUSE PR MARKETING COMMUNICATIONS TEAM, SPOILED NATION CAN ALLOW CONSISTENCY WHICH WILL PREVENTANY UNWANTED PRESS AND BE PREPARED FOR OPPOSING REACTIONS FROM THE PUBLIC DUE TO CONTROVERSIAL TOPICS DISCUSSED (EASEY, 2009).

SPOILED NATION WILL BE ABLE TO KEEP STRONG RELATIONSHIPS WITH THEIR CONSUMERS THROUGH PERSONAL SELLING, ALLOWING DIRECT FEEDBACK FROM CONSUMERS (FILL, 2011). PERSONAL SELLING MARKETING COMMUNICATION ACTIVITIES WILL BE CARRIED OUT BY SPOILED NATION CONTRIBUTORS BY ADVERTISING THEIR OWN WORK TO THOSE AROUND THEM AND ACROSS THEIR NETWORKS THROUGH WORD OF MOUTH. IT IS SAID BY MOLYNEUX (2018) THAT JOURNALISTS HAVE A DUTY TO PRESENT THEIR ONLINE SELVES TO COMPLEMENT THEIR PROFESSIONAL SELVES. THIS MAKES IT IMPERATIVE THAT THE SPOILED NATION SOCIAL MEDIA ACCOUNTS COMPLEMENT THE IMAGE THE BRAND REPRESENTS ONLINE AND IN PRINT. SPOILED NATION WILL BE ACTIVE ON INSTAGRAM AND TWITTER CREATING ENGAGING CONTENT WHICH IS VITAL FOR THE BRAND TO CONSUMER CONVERSATION AND VICE VERSA ALLOWING FOR A LONG-TERM RELATIONSHIP BRINGING SPOILED NATIONS ONLINE COMMUNITY CLOSER (CHEN AND LIN, 2018). SPOILED NATION WILL POST DAILY ONTO THEIR INSTAGRAM AND TWITTER TO SHOW THEY ARE AN ACTIVE BRAND AND BE IN THE KNOW WITH THEIR AUDIENCE AND CHANGES AROUND THEM. QUEENSBURY (2018) STATES THAT ALL MARKETING ACTIVITIES SHOULD BE INTEGRATED WITH SOCIAL MEDIA MARKETING ACTIVITIES ALLOWING FOR CONSISTENCY COMPANY WIDE. SPOILED NATION’S ADVERTISEMENT AND EVENTS OFFLINE WILL ALSO BE DEVELOPED INTO INTERACTIVE CONTENT FOR THEIR SOCIAL MEDIA. AS WELL AS THE MARKETING FOR YOUR SPOILED NATION, THE SOCIAL MEDIA CHANNELS WILL CREATE CONTENT FOR EVERY POST ONLINE SIMILAR TO THOSE BELOW DIRECTING USERS TO THE WEBSITE AND ENGAGING USERS WITH THE BRAND.

Conclusion

BY UTILISING THESE MARKETING STRATEGIES AND CONCEPTS, SPOILED NATION WILL BE ABLE TO INSPIRE THE NATION THROUGH AN ANTHOLOGY OF WORDS ONLINE, ON SOCIAL MEDIA AND IN PRINT, AND ALLOWING STUDENTS AT LEEDS BECKETT UNIVERSITY TO PUBLISH THEIR WORK ON A PROFESSIONAL LEVEL, SETTING THEM UP FOR INDUSTRY.

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