Sunrise Osmosis / Creative Strategic Proposal / Self-Sustainability 2007 / 08 / 09.
“ In striving for creative innovation our grasp should always extend beyond our reach “
Sunrise Osmosis / Creative Proposal / Self-Sustainability 2007 / 08 / 09. Proposal content : 1) Sunrise : Introduction / Sunrise Brand Equity . 2) Sunrise : Cultural & Social Brand Building through Story Telling. 3) Sunrise : Creative Editorial Strategy. 4) Sunrise : Creative Editorial Content 2007 / Onwards. 5) Sunrise : Advertising & Media Strategy. 6) Sunrise : Distribution Strategy. 7) Sunrise : Sustenance Strategy / Self Sustainability Strategy. 8) Sunrise : Seeding Strategy. 9) Sunrise : Nurturing Strategy / Sunrise Academy 10) Sunrise : Big Business Commitment Strategy. 11) Sunrise : Online Strategy. ( World First ) 12) Sunrise : PR Strategy. 13) Sunrise : 2010 Strategy. 14) Sunrise : World Sunrise Day ( Global Initiative) 15) Sunrise : Osmosis Creative Partnership. 16) Sunrise : Creative Strategy / Conclusion. 17) Sunrise : Budget 2007 / 08 / 09.
SUNRISE MIND MAP / CREATIVE BRAND STRATEGY / SUSTENANCE
↓ Creative Editorial Strategy. Creative Editorial Strategy Cultural & Social Brand Building . ↓ ↓↓↓↓↓ ↓ Distribution Strategy ↓ Seeding Strategy
↓ Advertising & Media Strategy ↓
↓ Creative Editorial Content 2007 / 08 / 09. ↓
Sunrise Academy
↓
↓
2010 Strategy
PR Strategy
Big Business Partnership ↓ World Sunrise Day Global Innitiative
↓ Self Sustainability Strategy. ↓ Online Strategy ↓ Sunrise Creative Budget
1) Sunrise Introduction / Sunrise Brand Equity : Destination driven marketing in South Africa & globally is seen as an old People’s domain , travelling is for older people with money. Travelling to Mpumalanga can be seen by the new young dynamic Middle Class ( recently economically empowered ) as boring, the Mpumalanga brand suffers from the stigma of the old Eastern Transvaal , old racist South Africa ! Racism unfortunately still prevails – our target market both locally an overseas thrives on adventure & is addicted to Active Tourism. Mpumalanga is well poised as an Active Break – Sunrise is the perfect platform to launch this new brand of tourism. Sunrise is a Social & Cultural magazine it thrives on the people of Mpumalanga Who are the real big five, we have gone a long way to addressing the privileged racial imbalances of most media in the region ! As brother Ray Phiri points out, these privileged mostly white enterprises need to embrace the new Mpumalanga which he has started doing by introducing the MAC Festival. Sunrise is first & foremost a magazine for the people of Mpumalanga & about the people of Mpumalanga, we launched with stories about Nkain Mabusa, Gogo Magongo, we launched the Manuscript on Mpumalanga’s history – we plan to tell the story of the Stone Walling, as well as the Greening of the province. Sunrise in the short space of a year has built a strong brand equity, it has been requested by National Historical & Cultural Museum for its archives for posterity. The editor Ezrom Sekgobela has been inspirational in his belief of this magazine & recently received numerous request for copies from as far affield as Worcester in the Cape. We recommend that we continue on this journey in collaboration to selfsustainability, as the following strategy will reveal in the pages ahead !
2) Sunrise : Cultural & Social Brand Building through Story Telling : Mpumalanga has a rich history & there are many stories to be told, leading brands globally have embraced story telling as their new form of brand building, when Apple speaks the world sits up & takes notice, conventional brand building is not working, brands are moving away from mass media , television in particular is dying – brand leaders are moving into the new arena , the internet is the ultimate story telling platform ! Sunrise has blazed a new marketing trail, stories are the new gold of Mpumalanga, people are coming to the province to hear our stories , be they about the Kruger, or even the big five – we need to embrace our people our equity for the future !
3) Sunrise : Creative Editorial Beliefs : Sunrise magazine as two covers, this unique back to back ( reverse reading ) has gained it much pr already, it also enables us to lead with a Social OR cultural Story. We invite exciting writers from different disciplines & cultures to contribute. Sunrise prides itself in always generating it’s own content, never allowing generic Editorial , we also take our own pictures, employing professional photographers, writers as well as having a full time Creative Director who has won many awards. We see the Magazine as a cross between National Geographical & The Smithsonian.
4) Sunrise : Creative Editorial Content for 2007 / 08 / 09. Successful magazines such as The National Geographical, Wired Magazine & Tattler have managed to remain fresh, relevant & topical to their market through the initiative of inviting Executive Guest Editors, who partner with the house editor bringing their own creative input as well as attracting Advertising revenue ! We have commissioned Eric Miyeni ( author of the now famous – “ The only Black at the dinner party ) see copy attached. Eric will collaborate with our editor Ezrom Sekgobela , he will lead a team of other Executive Editors : Zola 7 , Deon Maas ( Idols ) Stoned Cherry Fashion Designer , Solomon Bombella , to name but a few. Sunrise Creative Editorial / Executive Guest Editors 2007. Eric Miyeni ( First Issue 2007 ) - O” Mandingo / Writer / Actor / the content of Sunrise to focus on the writers, actors , poets of Mpumalanga both past & present. Advertisers to be exposed to content before going to print – Advertising Agencies keen to come on board ) Stoned Cherry Fashion Designer ( 2nd Issue ) – this dynamic woman has a huge local following as well as international – she will focus on the various fashions of Mpumalanga , as well as trends from abroad to collaborate with the World Travel Market in London – Advertising will be exposed to content before going to printAdvertising Agencies we have approached are already committed. Zola 7 Social Saviour of the people ( 3rd Issue 2007 ) Zola needs no introduction And will dedicate a special show to the people of Mpumalanga . Zola will focus on the disadvantaged people of Mpumalanga, Big Business will be challenged to collaborate, we will look at international trends – Advertising to be exposed early before going to print ( each issue will become a collectors item ) Deon Maas ( Idols Judge /Music Promoter / presenter of Saturday Night Live ) This issue will focus on the music of Mpumalanga culminating in the MAC Fest With brother Ray Phiri – Deon will cover the musicians of Mpumalanga both past & present honouring the great Moses Mololeke ! Advertisers to be exposed to content before going to print. Eric will serve on the creative board as a creative editor for years 2008 – 2009.
5) Sunrise : Advertising & Media Strategy : Sunrise has already been rewarded with great brands such as : LG MOBILE, LEVIS, LIQUI FRUIT , MELT MUSIC , AVIS , BAVARIAN BREWERIES , to mention but a few, Sunrise believes that the content ( see above Eric Miyeni / Executive Guest Editor ) will bring the advertisers along with a well executed distribution strategy ( see below ). 6)
Sunrise : Distribution Strategy / Local & International.
Sunrise Local Distribution Strategy / Mpumalanga only: Have a map of the area on the wall. Red pins for target area. Green pins for area already distributed to. Once the target market is established and outlet areas decided upon, the goal is to reach as many outlets as possible in as short as possible a time. Each week decide on which area to distribute to in advance. For example; Phase 1: This would be a trip to the Kruger Park for 3 days or more. Phase 2 would be from White River to Gauteng, stopping at Witbank, the Mpumalanga border. Distributing at Witbank (1 – 3 days). This trip would include Millys, Middelburg, Machadadorp, Belfast, i.e. all places en route to Johannesburg. Phase 3 would be to Ermelo, Badplaas – all the way to parts of the northern Natal border. Phase 4: North to Limpopo Province border Phase 5: Swaziland Phase 6 Lesotho Phase 7: Mozambique. At each outlet, Sunrise Magazines are invoiced out, quantity given etc. signed by the receiver who gets a copy regardless of whether the magazine is ‘Free’ or costs something. All details of each outlet are kept with names, titles, contact numbers, email addresses etc. As much info as possible as these outlets will be our future advertisers. Because the outlets have out contact details they can let us know if more magazines are needed before the projected time decided upon to deliver new editions of Sunrise. Whoever does distribution will work closely with advertising representatives to relay information need to sell advertising space. On the invoice must include email addresses to send MPEG/PDF copy of the current Sunrise issue with relevant content and rate card given again. Thereafter the advertising representative follows through and closes on email or telephonically.
Advertising Representative also requests the ad for a full plage which includes a free editorial. Ads to go in the Sunscape section which is resorts and destination. Email and newsletterwill be sent 2 times per monthj encouraging clients/advertisers to visit the Sunrise website, download story videos and advertising. The above local distribution plus neighbouring countries mentioned to take approximately 3 weeks of the month. Osmosis will nurture 4 new representatives from our Sunrise Academy and they will shadow advertising and distribution manager/s, representatives. Selection preference will be given to previously disadvantaged people including the disabled and once qualified they will become Sunrise representatives, salaried and employed by Osmosis. (further details regarding Sunrise Academy is after ‘Seeding Strategy’).
Sunrise Distribution Rest of South Africa : Kagiso Press prints Sunrise, Caxton Press in partnership with Kagiso will distribute Sunrise Nation Wide , but with a different strategy to lifestyle magazines, as Sunrise Is a free publication – ( Caxton to revert with strategy ) Sunrise Distriburion Globally ; The World Travel Markets that we visit, London, Berlin, India , China ect & our own Indaba go a long way to addressing this issue . We have an agreement with a distributor in Lagos, Nigeria who will be distributing Sunrise along with South African Publication like You , Mr. Jo Sievers has agreed to Distribute Sunrise throught the entire west coast of Africa ( cost awaiting ) Sunrise will be distributed in London through and associate ARM, we have agreed in Principle ( costing to follow ) Sunrise to be distributed in Dubai , our associate is Robin Jones / Specialist Editor Middle East, we believe over 200 thousand ex – pat South Africans reside presently in Dubai – we plan to publish a sister publication in Dubai. Creative Distribution : One Small Seed to shrink wrap the Stoned Cherry Issue with One Small Seed a fashion & design specialist publication ( Ezrom has already negotiated this collaboration – awaiting costs )
7)Sunrise Sustenance Strategy Long Term : Sunrise will need to be funded by client for the first 3 issues of 2007, Thereafter advertising revenue & big business commitment will sustain the magazine , a detailed full sustainability strategy is in the Budget Quote at the End of this document where an advertising roll out campaign for Active Sunscapes will bring in revenue in excess of R 100 thousand per issue Where we advertise the over 350 guestlodges. Big brands such as LG , Avis eUROPE , Jack Daniels , Virgin Mobile , Vida e caffee as well as Dubai Tourism are commited, we have appointed a full time Media & advertising persone to manage the advertising revenue projected at R 100 THOUSAND BY ISSUE THREE 2007 , THEREAFTER SELF SUSTAINABILITY KICKS IN .
8) Sunrise Seeding Strategy : Through creatively distributing the publication, presently we distribute to Exclusive Books Riverside Mall, Book Dealers in Johannesburg , Coffee Shops in major shopping centres in Mpumalanga as well as the Lowveld Link Airport Shuttel service. This concept will be expanded with the help of our Distribution Manager.
9 ) Sunrise Nurturing Strategy / Introducing the Sunrise Academy : No longer is it acceptable to ignore a large part of our population the disenfranchised People of Mpumalang. Osmosis will launch the Sunrise Academy, a creative think tank that will empower the youth of Mpumalanga , specifically it’s women. Four young people without any previous knowledge of journalism will shadow our Editor, writers , photographers , designers for the six week period in the making of sunrise magazine, they will learn the skills , wriing , photography , production , And will be equipped to freelance as writer photographers in future issues of Sunrise. we will fast track four people per issue – sixteen candidates will qualify , becoming Gainfully employed – SOME FOR SUNRISE !
10 ) Sunrise Big Business Commitment Strategy : Business can no longer afford to take a back seat & blame Government, We will be embracing partnerships with businesses in Mpumalanga as well as the major centres of our country. Jack Daniels , LG , Vida e café coffee shops , Virgin Mobile , MTN Uganda , Emirates Airlines , Avis & Levis have all expressed collaborations beyond their Advertising commitment. We aim to have a Sunrise Wall of pledges , for companies that are with us for the long run through to self-sustainability. The Sunrise Academy will partner with big business for equipment, LG to pledge computers, Kagiso Press to pledge offce equipment & copiers ect. The Sunrise Academy Shadowing concept will ensure that graduates have job prospects , interviews with business within the region. Osmosis to give of it’s time nurturing young people on the basic skills of desktop Publishing as well as Ezrom Sekgobelas leadership both as the editor & a poet teaching basic writing skills. Swabile our creative director will give workshops on creative art direction , Chris Classens from Kagiso Press will workshop on Printing & Production skills. Leon Orsmond will run a creative workshop for the entire MT & PA on Disruption Strategies within our working environment as well as Destination Brand Building With emphasis on current global trends. Travel Buddies is a initiative that creates minipreneurs, joining the customer made Revolution , Sunrise will set up a division called Active Sunscapes , which allows Amateurs to create Travel Packages that are sold in the magazine.
We will have a special segment of the magazine dedicated to classified type advertising where the disadvantaged newly created Travel Buddies will be advertised for free bringing big business in as a sponsor ! Cell Phone Tours will be a series of podcasts freely downloadable on cell phones The first of which will be Eric Miyeni talking us through the writers of Mpumalanga He would be a celebrity Travel Buddy – big business would sponsor these mobile Podcasts. (see online strat
11 ) Online Strategy ( a world first ) Sunrise Magazine is the first Magazine in the world to offer free mobisode ( movies made for mobile phones ) downloads, the TBI German Travel Market will have mobisodes on our website within the next week just in time for the Berlin Showing. Osmosis is in the process of editing these mini movies , they will also be Part of a viral campaign online ! The Kaapse Hoop story is in production , Jack Daniels has expressed interest in sponsoring the movie . Others to be edited will be the Rain Forest of Mpumalanga, The Snake Ladies of Mpumalanga, The Lady with a lamp ( Agnes mines tour guide ) As wel as Bungey Ballet & the spider club of Mpumalanga ! Osmosies will cover at least four mobiodes per issue at no extra cost, the above Website has been up for six months and is paid for & managed by Osmosis. These mini online movies will bring in much needed advertising revenue, the big Businesses of Mpumalanga will sponsor mobisodes that are relevant to their brand As is the case with Kaapse Hoop we’ve branded it the Jack Daniels town of Mpumalanga. Sunrise will also have a bi – monthly e – mail news letter sent out globally with links That send the reader to our website to view the mini movies online as well as download and send on to a friend.
12 ) PR Stratergy : Erick Miyeni , Khansani , Deon Maas , Zola 7 ,these young cool hunters will bring a much needed new dimension to the magazine generating it’s own pr ! The Sunrise Academy is a big Social Story – giving back to the community,
as well as the World Sunrise Day – to be discussed in detail in strategy no 14. The Sunrise editorial content will also generate much pr – one example is Suzi the 6 metre Python to be found at Crocodile River Reptile Park . Sunrise through it’s editor Ezrom Sekgobela has built up a collection of travel stories from the various World Travel Markets he has attended around the world great pr material . The Stone Walling of heritage sites as well as the Greening of the province all are great public relations stories – we are blessed with an abundance of magic stories !
13 ) Sunrise 2010 strategy : Because of all the negative spin on the momentous event for the province as well as the country as a whole we need to start talking up this event in a more positive light. Sunrise should be seen as not cow touting to government in order to have credibility As well as autonomy – advertisers will only embrace us if we are transparent ! Big business will be able to work from our platform creating a strong revenue stream Vital to our self sustainability !
14 ) Sunrise : World Sunrise Day :
Sunrise needs to be creative beyond convention, we need to create a global event ( something very big that will put Mpumalanga on the map ). We need to create a Global Event that will get the region spoken about all over the world for very little financial investement ! Let’s create “ WORLD SUNRISE DAY ! “ where people from all over the globe take a picture of the sun rising in their environment . This Sunrise Tribe would download their pictures on our website, recording their name , time of sunrise as well as a message ! From the place of the rising sun comes a global initiative of cultural & social importance , firmly positioning Mpumalanga as the Sunrise capital of the world. These shine stories would unite us all, we are all one – the event is so big It will be covered on CNN , BBC , all major global networks ! Advertisers ill be cuewing up to be a part of the action ! We would cover the stories around the world in Sunrise Magazine, World Sunrise Day will be Mpumalanga’s moment to shine !
15 ) Osmosis Publishing + Mpumalanga Parks & Tourism Authority ; We see this as a continuation of a very successful creative collaboration our Vision is incomplete alignment with yours the end gaol being total financil autonomy for Sunrise becoming self funding ater n initial seeding period of Three issues , thereafter we will have built a strong advertising platform. See a full Sustainability plan attached to the budget quote for the first year as attached to the end of this document.
16 ) Sunrise Coonclusion : We would like to take the opportunity to thank you for the very enjoyable past year of Sunrise , we embrace the challenges that lie ahead & believe that the future for Sunrise is bright , very bright ! thanking you / blessings of abundance to you all for 2007 .
17 ) Sunrise Budget Strategy : See document attached to the end of this strategy .
Current Advertisers commited to Sunrise :
Levis / Jack Daniels / Vida e caffe coffee / Melt Music / Avis Europe / Liqui Fruit / Nandos / Dubai Tourism / Sun Newspapers / Exclusive Resorts / Casterbridge Farm / Kruger National Parks / MT& PA /