Urban Plains Strategic Plan

Strategic Plan for

Prepared by Nora Harding Nov. 30, 2011

Team A Strategic Plan Nov. 30, 2011

Situation Analysis (SWOT)

Strengths The greatest strength that Urban Plains has is its staff. The publication is produced

by Journalism School students, and because of this, they are well versed in social media and other new media forms. This will be helpful at getting their message out and maintaining the blog. The staff has also maintained a constant flow of information throughout the semester on their Facebook and Twitter pages.

The publication has a lot of support and resources at Drake within the Journalism School and the University as a whole. The Journalism School has a good relationship with Meredith Corporation and other businesses in the Des Moines community. The Alumni Office can also be a great resource to connect with people who could help promote the publication to other cities throughout the Midwest. Both the Alumni Office and the Journalism School will also have media contacts.

The content that the publication publishes is also unique and creative. While a brand can always be improved upon, Urban Plains does have a nice “niche,” covering “urban” content in the “flyover states” in the Midwest.

The newly redesigned and clean‐looking website for Urban Plains has published new stories throughout the fall semester. The launch of this website has helped garner buzz for Urban Plains. The interest in Urban Plains website will help spread word about the iPad app release and assist in capturing media attention.

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Team A Strategic Plan Nov. 30, 2011

Situation Analysis (SWOT) continued

Weaknesses While Urban Plains has a dedicated staff to produce new content and strengthen the brand during the fall semester, there are no students who continue to work the rest of the year. It is difficult to create a strong brand when the brand only lives for two months.

Urban Plains would need to generate new content throughout the year to stay in current readers’ minds. To gather a larger audience, the publication would also need to continue with its public relations and marketing efforts. Urban Plains is at a serious disadvantage to its competitors if it does not find some way to further the brand all year.

Urban Plains has a decent budget for a student publication, which allows Urban Plains to pay an outside source to create the iPad application and still have some funding left for publicity efforts. However, compared to lifestyle publications, such as Juice, that are funded by major news corporations, Urban Plains has a very small marketing and public relations budget. Urban Plains must use its resources as effectively and efficiently as possible to compete with larger lifestyle publications.

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Team A Strategic Plan Nov. 30, 2011

Situation Analysis (SWOT) continued

Opportunities

Last year Urban Plains was the first student magazine that was published in an all‐ digital format. When the new magazine is released this year it will be the first student magazine iPad application. Urban Plains is leading student publications in the digital arena and should use this hook to receive media attention. The Des Moines area should be the easiest target because of the connection with Drake University. However, Chicago, Madison, Kansas City and other large Midwestern cities will also be interested in a university that is leading the way in digital magazine publications, especially when a large portion of Drake’s students come from these Midwest cities. When Urban Plains is pitching stories to media outlets in these cities it will be important to stress both the digital advances made and that the students working on the publication come from these Midwest cities.

There are a lot of blogs that publish lifestyle content and have a large following of young, affluent readers. These blogs would be an ideal platform to inform Urban Plains target audience of the magazine’s release. By building relationships with these bloggers, Urban Plains will have a free outlet to promote the magazine launch. Urban Plains should also take advantage of technology‐based blogs, such as Mashable. Readers of this type of blog will be interested in the technological advancements that Urban Plains is making.

Urban Plains’ readers make up a large share of Facebook and Twitter usage and, therefore, these sites will be great places to communicate with this audience. According to Digital Buzz, 52 percent of Facebook users are 18 to 34 and 43 percent of this age range is also on Twitter. College graduates and students in college make up 50 percent of Facebook and 76 percent of Twitter users. These social media sites will be a great way to interact with Urban Plains’ audience and to gather a larger following.

The current economic condition in the United States could also be an opportunity for Urban Plains. Because more people (especially young adults) are uncertain about their financial future, many are cutting back. Urban Plains could market that their publication is free for readers. It is also environmentally friendly since it is paperless to produce.

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Team A Strategic Plan Nov. 30, 2011

Situation Analysis (SWOT) continued

Threats

Urban Plains was the first publication to be completely online. However, other schools followed Urban Plains the following semester. Urban Plains has to maintain its lead as a digital leader in student publications.

Another threat for Urban Plains is the content that they provide. While it is certainly original, there are other publications similar to it in the Midwest appealing to the same audience. Juice and Cityview in Des Moines provide different content, but still appeal to the same audience. They are print publications, unlike Urban Plains, but also have websites. Similar publications in Minneapolis and Chicago include Lavender, Metro Magazine and RedEye. There are also other student publications producing similar content. In addition to publications, there are also several lifestyle bloggers writing to the same audience.

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Team A Strategic Plan Nov. 30, 2011

Situation Analysis (SWOT) continued

Competitors University of Iowa has a magazine called Content that is released four times per year and is also free to the public. The focus of their magazine is described on the website as “general interest topics”. Without any past examples to look at, it is unclear what general interest covers. However, it is clear that the editorial focus is not as specific or targeted as Urban Plains. This publication is different from Urban Plains because it is circulated more frequently but it does not strive to reach as large of a geographical audience. Also, it is black and white, with seemingly sparse attention paid to production. Several blog‐style articles are posted a week on their website. This strong website is what helps keep the name alive in between issues. Urban Plains could definitely find some pointers here.

Trend Magazine is Iowa State’s student‐run magazine. They zero in on a specific audience interested in fashion and lifestyle. They offer an online version of the magazine as well. Their publication is very polished, but not actively promoted and was difficult to find on their website. That would be an advantage for Urban Plains, because despite a few differences in content and publics, the two publications could potentially be very competitive.

University of Kansas’ student magazine, Jayplay, has a lot going on, content‐wise.

Jayplay takes an approach geared strictly to their student body. Editorially, their stories focus on University of Kansas specific stories. It seems almost like a re‐purposed, trendy version of a student newspaper. Still, they are avidly updating content. Based on other student publications, this is key. Updating content often and promoting it will be paramount in order for Urban Plains to brand themselves.

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Team A Strategic Plan Nov. 30, 2011

Target Publics

Primary Young Midwestern professionals/college grads: Our target market for readership and downloads outside of Drake should be young, hip, tech‐savvy professionals and college grads, as they are more likely to be interested in the magazine’s content and ready to access it from the iPad or visit the new website. These readers likely already read similar publications, or are interested in topics such as fashion, style, technology, music, cool stores, etc. They are between the ages of 22‐35, have completed at least a 4‐year college degree and work in a field that requires a college education.

Drake students: Something we must keep in mind is that this is still a Drake student publication. As much as we want to expand beyond that realm, we still must be mindful that much of what was described in the target market above also fits Drake students. Drake students will have the added incentive to download the app or go to the website because of their personal connection with writers, or that the publication is directly linked to Drake.

College students in other Midwestern cities: In an effort to expand beyond the Des Moines and Drake community, Urban Plains should start marketing its application to other colleges and universities in the Midwest. The content in Urban Plains is aimed at this age group and is relevant because the stories are from a variety of places in the Midwest.

Target Cities: Des Moines, Omaha, Kansas City, Minneapolis/St. Paul, Chicago, and St. Louis.

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Team A Strategic Plan Nov. 30, 2011

Target Publics

Secondary College publication industry leaders: Part of our campaign should be attracting interest and praise from industry leaders, both in publications in general and in college publications. This includes organizations such as the Associated Collegiate Press, which annually awards the Pacemaker Awards. Last year the publication didn’t receive some national awards, including the Pacemaker, because it did not match a category. Making more information about the magazine more readily available will allow the powers that be to take more note of this accomplishment. This is also considered a special public, meaning that it is an organized, intermediary public that has its own communication network (e.g. website, magazine, newsletter, etc.).

Prospective Drake students: While most of the focus will be gaining readership and knowledge of the magazine, it is also important to note that the magazine can be a great recruiting tool for the University and especially the Journalism School/magazine program.

While this is somewhat of an unintended public, it should still be considered in planning.

Blogs: Considering that blogs are a great way to raise viral awareness, they should be an important public for Urban Plains. These include Midwestern lifestyle blogs geared towards tech‐savvy young professionals, with a few notable examples being the Mid/Wasteland, Life in the Great Midwest, A Girl’s Guide to the Galaxy and Pound Exclaim #!. These are some of the more well known blogs, but there are countless others that would be consistent with the content found in Urban Plains. We should also consider blogs that review iPad apps. Since Urban Plains holds a distinction as the first student‐produced iPad‐only magazine app, it may stand out among the other apps the bloggers review. Any positive review in a well‐read review blog would give great publicity towards Urban Plains.

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Team A Strategic Plan Nov. 30, 2011

Measurable Objectives, Strategies and Tactics

Objective: To have one traditional media mention of Urban Plains in each target city, one mention in a blog post by a Midwestern blogger and one mention in a blog post by a tech‐ savvy blogger by October 2012.

Strategy: Reach out to traditional media outlets in target cities, Des Moines, Omaha, Kansas City, St. Louis, Twin Cities, Milwaukee, and Chicago, especially focusing on publications that target a young, educated audience, such as Juice.

Tactics: • Write and distribute news releases to be sent to relevant media outlets (beginning of Dec.) • Invite reporters to Urban Plains’ magazine launch party (two weeks before party) • Offer early download of iPad application to the contact reporter at the media outlet (a week before launch)

Strategy: Reach out to popular bloggers in the Midwest, tech‐savvy bloggers and iPad application review bloggers to spread awareness of magazine launch.

Tactics: • Provide bloggers with information on Urban Plains iPad application (beginning of Dec.) • Offer early download of iPad app to bloggers (a week before launch) • Invite bloggers to magazine launch party (two weeks before party)

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Team A Strategic Plan Nov. 30, 2011

Measurable Objectives, Strategies and Tactics continued

Objective: To increase awareness among the primary target publics of Urban Plains’ brand by 25 percent by October 2012.

Strategy: Utilize groups with members that are in Urban Plains’ target audience to spread awareness.

Tactics: • Send out collateral piece to young professional groups in target cities (one in Dec. before the iPad launch and one in beginning of February)

• Host a contest on Urban Plains website to see who the top young professional is in each target city (beginning of February) • Have the winners write a blog post for Urban Plains’ blog (during month of March) • Have the winners host a live chat on Urban Plains’ Twitter (during month of March)

Strategy: Reach out to traditional media outlets in the Midwest, especially focusing on publications that target a young, educated audience, such as Juice.

Tactics:

• Distribute press release announcing young professionals contest (end of January) • Distribute press release with the winners of the young professional contest (beginning of March)

Strategy: Utilize social media to interact with readers and promote brand Tactics:

• Work with broadcast or film majors at Midwest universities to make videos for Urban Plains’ YouTube page that show events and new stories from the Midwest (ongoing for spring and summer) • Have a seasonal photo contest on Facebook, such as what is the best burger place in the Midwest (fall, spring, summer)

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Team A Strategic Plan Nov. 30, 2011

Measurable Objectives, Strategies and Tactics continued

Objective: To increase awareness among the primary target publics of Urban Plains’ brand by 25 percent by October 2012. (Continued)

Strategy: Generate new content on Urban Plains’ blog and website throughout the year.

Tactics:

• Have four to five seniors maintain blog during fall semester during the magazine capstone (fall) • Have four to five freshman or sophomore journalism majors maintain blog during spring semester and summer (spring, summer) • Find correspondents in Midwest cities, potentially students at other Midwest schools, to contribute to blog and promote Urban Plains at their school (spring, summer).

Strategy: Promote Urban Plains’ blog and website during the spring semester and summer.

Tactics:

• Work with the Public Relations Student Society of America (PRSSA) Chapter at Drake University to find students that will utilize social media to drive traffic to the website • Update Facebook and Twitter when a new blog post is published or when an update is made to Urban Plains’ website.

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Team A Strategic Plan Nov. 30, 2011

Measurable Objectives, Strategies and Tactics continued

Objective: To have 1,000 downloads of Urban Plains’ iPad application by October 2012.

Strategy: Utilize young professional groups in target cities to promote iPad app launch through events.

Tactics:

• Host a launch party at Drake University (Dec.) • Bring iPad to party and encourage attendees to bring iPad as well • Attending young professional events in other Midwest cities, promoting launch and bringing iPad

Strategy: Utilize social media to spread awareness of the magazine launch.

Tactics: • Promote magazine launch through Facebook and Twitter (beginning of Dec.) • Have an option so readers can share their favorite stories on Facebook and Twitter • Have a live twitter chat after the magazine is released to discover what are readers favorite stories and what they would like to know more about (week of launch)

Strategy: Promoting iPad app to college campuses in target cities.

Tactics:

• Put up posters on campus, in coffee shops and in bookstores (early december) • Have collateral piece at bookstore to hand out when students return books (end of semester).

• Have a collateral piece at Drake’s admission office and tour room (all year).

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Team A Strategic Plan Nov. 30, 2011

Key Messages

More than just a student publication

Urban Plains is unique. While it is completely written and published by students at Drake, it is much more than just a student publication. The iPad application for Urban Plains comes out in December, but the Urban Plains brand offers much more. The team of writers also manage a website, which includes content from bloggers around the Midwest, as well as articles written by Urban Plains staff writers. They also mange social media on various platforms like Twitter and Facebook. With the combination of a website, social media and an iPad application, Urban Plains is clearly more than just a student publication; it’s a band of unique content found on a plethora of platforms.

Leader in the field

Urban Plains is a trailblazer. It was the first all‐digital college publication to be published in the country. Many schools quickly followed, but Urban Plains led the way. The School of Journalism and Mass Communication has been the recipients of many national awards for their outstanding magazine program, including five Pacemake Award nominations last year, which is the highest award collegiate publications can receive. This year Urban Plains will publish all of its content on an iPad application, which staff members helped design.

New voice/fresh perspective on Midwest culture

Urban Plains offers a unique a fresh voice on culture. Whether it’s content about food, music or fashion, the writers of Urban Plains are all young twenty‐somethings living in the heart of the Midwest. They all offer a fresh viewpoint about Midwest culture. The Urban Plains website also includes content from bloggers aroud the Midwest, who offer another fresh viewpoint about flyover country. Articles about Urban Plains have appeared in local Midwest blogs, like Des Moines Is Not Boring, to large, traditional media outlets, like the Kansas City Star.

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Team A Strategic Plan Nov. 30, 2011

Budget for Urban Plains Item Collateral piece for young professionals groups promoting app Posters on college campuses Collateral piece for bookstores Launch party Collateral piece for Drake's admission office and tour room Collateral piece for top young professionals contest

Quantity 350 130 2,600 1 500 350

Individual Total Price Price $0.10 $35.00 $0.50 $65.00 $0.10 $260.00 $150.00 $150.00 $0.10 $50.00 $0.10 $35.00

Total Budget

$595.00

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Team A Strategic Plan Nov. 30, 2011

Evaluation Methods

Objective 1: This objective will be successful after an article or mention of Urban Plains is found in traditional news publications in each of the target cities defined. In addition, a reference of Urban Plains should also be found in a Midwest blog and a blog about technology. These news articles and blog mentions should be published before November 1, 2012.

Objective 2: To measure success at this objective, Urban Plains must first send out an informal survey to young professional groups throughout the Midwest target cities. After November 1, Urban Plains should follow up with these same individuals. In addition, Urban Plains can measure brand awareness success by looking at the number of downloaded iPad applications and unique visitors to their Facebook page and website, since all of these are free for download and view.

Objective 3: To measure success at this objective, 1,000 downloads of the Urban Plains’ iPad application must be downloaded by November 1, 2012.

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