Glaze Almanac Promotional Strategy Document

Glaze

Clarity. Integrity. Honesty. Reality.

The Slow Almanac Promotional Strategy Document

Promotional Strategy Document

Glaze Almanac

Contents

Executive Summary .................................................................................page 2 Brand & Mission .................................................................................page 4 Strategic Approach & Press .................................................................................page 6 Online ...........................................................................page 7-10 Print ........................................................................page 11-12 Film ..............................................................................page 13 Audience Engagement & Situation Analysis ..............................................................................page 14 Promotional Timeline & Costing ........................................................................page 15-16 Measuring Success & Future Development ..............................................................................page 17 Conclusion ..............................................................................page 18 Image References ..............................................................................page 20

Promotional Strategy Document

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Glaze Almanac

Executive Summary

This proposed promotional strategy will support the launch of the first quarterly issue of the Glaze ‘Slow’ Almanac and alongside this, the Glaze brand/community as a whole, which will be launched in May 2015.

This strategy is a small scale, UK based promotional campaign, tailored Glazes targeted consumer demographic.

This strategy is supported by industry relevant market research based around print publishing, literature and lifestyle trends; please see the Glaze Almanac Creative Strategy Document for more information on this research.

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Glaze Almanac

Aims & Objectives The aim of this strategy is to engage with the Glaze target market, see the Glaze Almanac Creative Strategy Document for a full breakdown of the desired and targeted demographic and customer profile.

This promotional plan and proposal acts as a strategic framework, it is vital in the creation and advertising of a brand image and identity based around integrity and meaningful communication.

This strong brand image will in turn, attract a dedicated and intrigued customer base. Who will make financial input, making Glaze a sustainable and financially viable business and allowing it to continue its production into its second issue and publishing quarter.

Being based in the North East of England in Newcastle upon Tyne, the promotional strategy utilised by Glaze will aim to create a national and international buzz about the region and its creative industries. In turn supporting and enhancing the profiles of existing local businesses, creative practitioners and enterprising individuals.

Mission The Glaze Almanac, Film and Pen Pal Community aim to foster a collective sense of self belief and inspiration within a society of individuals interested in the creative industries and lifestyle trends.

Promotional Strategy Document

The theme explored in Issue One of Glaze is ‘Slow’, covering the topics of lifestyle and travel using a creative, insightful and documentary written and photographic style.

This promotional strategy will run in line with customers personal values, energize their communities, drive sales and inspire their customer loyalty. It will tap into the lives of those creative practitioners, individuals who are prepared to be influenced and challenged or developed by Glaze and its content.

Overall, This PR and marketing strategy will be built with the collective goal of orchestrating a memorable and impacting connection with readers, viewers and customers of Glaze.

In addition, it will aim to achieve financial success and recognition within the UK independent print industry.

Values ‘Clarity. Integrity. Honesty. Reality.’ is the Glaze brand strap line, these four core values run through all of its outputs and promotions, both physical, visual and digital. ‘clarity’ the quality of being clear, in particular: the quality of being coherent and intelligible. ‘integrity’ the quality of being honest and having strong moral principles. ‘honesty’ the quality of being honest. ‘reality’ the state of things as they exist, as opposed to an idealistic or notional idea of them.

Glaze strives to provide its audience with inspiring reading/ viewing material, relevant to current lifestyle and cultural trends.

Aiming to provide rest bite from everyday life, Glaze is a relaxing, creative and approachable brand, which aims to create holistic, meaningfull experiences for its customers.

Please see the Glaze Almanac Creative Strategy Document for more information about the visual identity of Glaze.

Narrative & Voice A tone of voice document will be produced in conjunction with all of Glazes written outputs, which will guide the writer, allowing them to tailor their personal written voice to fit with that of the Glaze brand.

This ‘voice’ will also compliment Glaze’s physical and digital outputs and their visual aesthetics.

This document will be available to all writers and contributors, both freelance or full time to ensure a coherent and specialised voice is adopted and maintained by Glaze, see more about the Glaze’s ‘voice’ in the Creative Strategy Document.

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Promotional Strategy Document

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Glaze Almanac

Strategic Approach The first Glaze promotional campaign is based around the theme of ‘Slow’ and the geographical location of Copenhagen, Denmark which feature heavily in the printed and film content of Glaze.

This small scale Promotional Strategy will compliment these themes by manifesting itself in mostly physical, visual and sonic forms.

Glaze aims to avoid social media platforms of communication, removing users from their invasive digital lives and allowing them to take a step back.

However, Glaze will have its own web-page, www. glazealmanac.co.uk. Which will be used to share content, host press coverage, contact information and to allow users to register to the Pen Pal community.

With high quality production, content and customer service, implemented and combined with a savvy and refreshing physical promotional strategy, Glaze will attract its desired audience with customer focused tactics and methods manifested in the following forms.

Press A national (UK) press release (consisting of no more than 800 words) will be produced and sent (both physically in print and electronically online) 8 weeks prior to the launch of the Glaze brand and its outputs to the relevant industry influencers and members of the press.

This will include small scale culture/lifestyle based publications, as well as online bloggers, and knowledgeable individuals and early adopters.

This document will explain in detail the purpose and rationale behind Glaze, with particular focus on the ‘Slow’ theme which surrounds Issue One. This Press Release will lead to media and press coverage in relevant and industry specific areas and publications, ensuring that this content will be read by individuals and groups who fit into Glaze’s desired costumer demographics, whom the brand has been created for and tailored to.

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Glaze Almanac

Online Past Packages

Imagery & Testimonials

Pen Pal Registration

Data Inputting (Mail Chimp)

About Email & Phone

Home

Community

Postal Address

Contact

Mission Statement

Featured Artists & Promotion

History & Staff

Bios, Roles & Imagery

Issue One Almanac

‘Slow’

Subscription

Data Inputting

Behind the Scenes

Photography & Location Info

About Shop Film Almanac

Log In

Press

Featured Musican

Laura Marling

Issue One ‘Slow’

Promotional Blurb & Imagery

E-Commerce

Data Inputting & Payment

Members Log In

Subscription Management

Collated Press Coverage

Promotional Strategy Document

Opening Hours & Services

Chronological, Scrapbook Style

Glazes web page, www.glazealmanac.co.uk, will be created by Sitely at www.sitely.co.uk (see Creative Strategy Document) and will be used as a promotional tool, which will...

• Host and promote all film content (via Vimeo) and selected photographic and written content from the printed Almanac.

• Curate (in a digital format) press coverage and testimonials from customers and retailers.

• Host and promote exclusive online interview content between the quarterly publications of the Glaze Almanac.

• Allow users to contact the Glaze brand directly.

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Glaze Almanac Promotional Strategy Document

‘Slow’ Copenhagen Promotional Page - Glaze Mobile Site Flatplan

Glaze Homepage & Promotional Film - Laptop Site Flatplan

Glaze Featured Artist Page - Laptop Site Flatplan

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Promotional Strategy Document

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Glaze Almanac

Print

Commissioned Artists and Designers billboards/posters will be used as a creative and unique form of promotion in various locations around the UK, initially these will be main cultural cities and regional hubs, such as Liverpool, Bristol, Glasgow, London and Newcastle.

Stickers will also be used as a form of Guerilla marketing, posted around these vital cities; these stickers will contain a piece of imagery, the Glaze typographic logo and a link to the Glaze homepage.

These visual outputs will follow the same collage style aesthetic as the content present within the printed publication; however the commissioned artists will be able to put their own interpretation into their creations, whilst still predominantly promoting the Glaze brand and its outputs.

They are also suitable for the small scale and independent nature of the Glaze brand in its early stages.

These boards, stickers and visuals can be photographed and shared on social media – a secondary and cost effective form of communication and promotion.

These printed promotional materials will contain the Glaze web page’s URL and its motto ‘Clarity. Integrity. Honesty.

Reality.’, connecting users to the Glaze hub where they can view the film, purchase the printed Almanac and become a member of the Galze Pen Pal community.

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Glaze Almanac

Film

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Set in Copenhagen, the first Glaze film ‘Slow’ compliments and supports the physical printed output and its written and visual content.

Promotional Strategy Document

“This film communicates the essense of Copenhagen and the daily rituals that take place there, through a visitors eyes. Textures and movement are captured to illuminate and engage all the senses.”

It encapsulates lifestyle orientated visuals and moving imagery, using an honest creative angle and an art direction which captures the essence of a moment in time and the energy of a place.

To promote the soundtrack used within the Glaze, promotional short film, details of this will also be featured within the printed Almanac, in the form of an album review of Laura Marlings newest release ‘Short Movie’.

This film will be hosted by Vimeo and located on the home page of the Glaze webpage.

It will also be hosted by Nowness after its main release date, where it will be presented to a wide range of potential customers and fans of this category of lifestyle, holistic films.

Audience Engagement Audience engagement will be an essential promotional tool for Glaze, leading to online promotion and earned media, through the social media posts of customers and fans.

Retailers will also share and promote the Glaze Almanac, to drive footfall to their stores and to encourage sales.

Word of mouth within the creative industries will be vital for Glaze, this will ensure a natural spread of purchasing behaviour and will familiarise the desired target market to the brand.

The Glaze Pen Pal Community is slow communication in action and will actively encourage sharing and positive conversations, away from social media. This feature will only be advertised online at www.glazealmanac.co.uk and within the pages of the physical, printed Almanac.

Users may however, share images of their shared and received parcels on their own personal social media accounts, using #GlazeAlmanac.

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This may also be mirrored within blogging communities, particular with bloggers who are interested in print publishing, film, travel, lifestyle and home/interior trends.

Situation Analysis

These methods of promotion will obviously not appeal all every consumer and Glaze will face the same challenges as any small, independent and creative business.

However if these promotional scenarios are manifested effectively and are placed and promoted in the relevant locations, where the desired demographic will reside and spend time, a connection will be forged.

The chosen methods of promotion will appeal and connect with Glaze’s targeted customer base, as creative’s are attracted to shape, colour and light, rather than lengthy written content or statistics.

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The positioning of the Almanac within its chosen physical, bricks and mortar retailers (see Creative Strategy Document) will also be vital. It should be ensured that Glaze is placed next to complimentary existing publications, which will attract a similar customer demographic.

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Glaze Almanac

Promotional Timeline

March 2015

• Billboards, Posters & Stickers Designed • Press Release Sent to UK Press • Billboards, Posters & Stickers Sent to Print

April 2015

• Print Promotion Posting & Canvasing

May 2015

Launch

Pre Launch

• Promotional Print Artists Commissioned

• Teaser Trailer Launched on Webpage via Vimeo • Blogger & Artist Online Promotion Begins

• Film Launched on Glaze Homepage via Vimeo • Print Almanac Launched Online and Instore • UK Press & Media Coverage from Press Release

June 2015

• Film Hosted on Nowness.com

• Retailers & Customers ‘Word of Mouth’ & Social Media Coverage July 2015

Post Launch

• Pen Pal Community Personal Social Media Promotion

• Analysis of Sales and Audience Enagement Statistics • Changes & Future Development Implemented

Promotional Strategy Document

• Promotion & Planning of Glaze, Issue 2 begins

Costing & Budget

Inhouse Design of Promotional Materials (Expense) • £8 p/hour x 100 hours = £800 Billboard Rental from Outdoor Advertising Ltd (Expense) • 5 locations x 2 weeks (£160 per week) = £1,600 Posters (Expense) • Print (Ditto Press) & Canvassing of 100 units = £200 Stickers (Expense) • Print (Ditto Press) & Canvassing of 500 units = £150 Advertising (Expense) • Press Release Construction & Distribution = £500 Artists Commissions (Expense) • £8 p/hour x 300 = £2,400 Total Promotional Expense for Glaze’s 1st Quater= £5,650

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Glaze Almanac

Measuring Success The success of the first Glaze promotional campaign will be measured using profit figures, gained from sales (both online and via physical retailers) and subscriptions.

It will also be assessed using website hit figures, Google analytic statistics and through customer coverage, word of mouth and sharing on platforms such as Instagram and Pinterest.

These statistics will be used to analyse the success of the Glaze brand and will benefit and assist its brand development and evolution.

Future Development In the future, the Glaze brand could plan promotional, social events to celebrate the launch of further issues of the printed Almanac.

Artist’s collaborations and further interview and musical features will also be utilised, developing connections within the creative industries and with practitioners in this area.

As the funding available to Glaze increases, global advertising and promotion will be utilised to coincide with the expansion into and inclusion of the printed Almanac in global retailers (see Creative Strategy Document for more information).

Promotional Strategy Document

Collaborations and partnerships with concept and lifestyle stores could also be a potential area for development and expansion for Glaze.

In addition, once a core readership group has been established, their data (age and occupation etc.) can be used to create and define marketing persona’s or groups, allowing Glaze to understand its readers/viewers better and tailor its brand communications and promotions to them more effectively.

This strategic marketing will further engage with and relate to the Glaze brand, becoming faithful customers and subscribers.

Conclusion

To conclude the promotional strategy put into place by Glaze (film, online and print) will be original, approachable, small scale, down to earth and creative.

Targeting an open minded and creative customer demographic based in key cultural locations around the UK. This strategic, visual advertising builds a strong brand image and aesthetic imprint on the viewer’s memory, encouraging them to share and discuss the Glaze brand and ultimately, purchase or subscribe to the Glaze Almanac and its services and be inspired by its photographic and written content.

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Promotional Strategy Document

Glaze Almanac

Image References

1. Own Image by Rachael Moore 2. Own Image by Rachael Moore 3. Webpage mockups edited by Rachael Moore with found imagery from www. freundevonfreunden.com 4. Own Image & Edited by Rachael Moore 5. Found imagery from https://m1.behance.net/rendition/modules/26526299/hd/ a298ec3e40d823c8417a750fc63e2f16.jpg and edited by Rachael Moore 6. Own Image & Edited by Rachael Moore 7. Own Images, film shot & captured by Rachael Moore 8. Found image from http://picjumbo.com/wp-content/uploads/IMG_3894-1300x866.jpg and edited by Rachael Moore 9. Found image from http://www.freundevonfreunden.com/wp-content/uploads/ Freunde-von-Freunden-Sara-Hilden-And-Other-Stories-_194-copy-930x617.jpg

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Promotional Strategy Document

Rachael Moore

2,002 words

12010714 DE0931

Glaze Almanac