Behold magazine website proposal and media kit by Jessica Ruddlesdin

Behold magazine WEBSITE PLAN

Contents Page 04

Introduction

The First Issue

Company Information/Target audience

Behold Live Hub

Website Summery

The Style Blog

Pre-Homepage

About us/Contact page

Homepage

Site Maintenance

INTRODUCTION This Document will define and illustrate the planning for the Behold website (beholdmagazine.com) which will serve as a home to the Behold digital magazine.

Aim To design a visually pleasing website which reflects the identity of Behold and acts as a truly engaging and interactive experience for the Behold reader.

Interaction, Experience and social activity will be applied throughout the webpage using various interactive and engaging expansions. The website will act as a main communication method for the Behold promotional campaign and is deigned to complement the magazine content and supply the user/reader with further brand material. It will act as a platform for online brands giving them the coverage they need to become connected with the fashion consumer. Generating credibility, nurturing consumer relationships and attracting potential subscribers is key to the websites purpose. However if the Behold concept and identity is not effectively communicated these areas can be put at risk. To guarantee an established future for the brand, probable issues have been detailed in this report along side the solutions which will maintain the websites potential for success. Each website link detailed in this plan is functional and ready to be applied to the domain.

Objectives 1.

3. 4.

Design a website which will reflect and embrace the Behold identity and core values of communication, innovative and exclusivity. Create easy to use navigation which allows seamless engaging user experience. Generate a two way communication path between the retailer and website user. Generate further Behold awareness and brand recognition using interactive advances that lead to Behold social platforms.

COMPANY Information Behold is a digital interactive fashion magazine brand set to launch in May 2016. The Behold brand looks at fashion features with moving images in mind. Emphasising text with visuals and web content with videos will shift the image of a fashion magazine to an engaging and interactive reader experience. The digital aspect of Behold allows the female innovator to participate with international online brands directly, allowing them to build relationships with fresh and exclusive fashion; with one click of the finger a reader can find themselves immersed on a website of a brand that they were oblivious to before. The Behold brand offers a unique multi media experience across all brand platforms and communicates elements of entertainment, innovativeness and exclusivity throughout. Behold magazine: more about experiencing fashion, less about the information.

TARGET Audience During the planning and development for the Behold website an account of Mintel research was sourced, an insight into the consumers preference regarding website content and social media platforms were specifically considered. (see appendix 0). To ensure that the consumer preferences and necessities were targeted correctly further consumer investigation was sourced using primary research. ( see appendix 0) In order to meet the needs of the selected target audience the following aspects have been put in place across all brand platforms.     

The writing style will suit the attitude of an young adult: cool and entertaining. Due to the demographic of the targeted consumer an instructive tone of voice will be beneficial and effective. The navigation will be easy to follow, to avoid boredom. The consumer is technology advanced and will be entertained with multi media aspects. The consumer will appreciate an innovative design with feminine and bold tones to resemble their personality.

See appendix A for full consumer profile.

WEBSITE Summary The Behold website will imitate key brand values of innovativeness, exclusivity and communication throughout its pages. The website theme will be built upon feminine colours, bold key lines and quirky fonts to enhance the brand identity. Video and audio content with moving images will reflect the interactive and digital value of Behold. Each page that Behold features within its website will enable and encourage the user to socially participate, meaning each visual will have a click and connect feature, this allows the user to connect with online retailers directly and communicate openly using social media applications that are accessible on each page. The site will direct the user to online brand locations and act as a main in offering the user an exclusive option to access the Behold digital magazine. Surrounding the magazine with pleasing elements is the main role of the Behold website, doing so will ensure further participation with the brand and fashion retailers. If a user isn't satisfied with the Behold subscription they can easily unsubscribe- this is an issue that might occur throughout all brand platforms but especially the website. To maintain a connection and keep subscribers pleased promotional techniques that embrace the brand have been employed throughout the website.

ABOUT BEHOLD / CONTACT US/MEDIA KIT

PRE-Homepage The pre-home page will be the first aspect of the Behold website that a consumer will see. To access the home page an email address is required, once inputted, the user is signed up to receive an exclusive Behold newsletter which will be distributed daily promoting content, special offers and brand platforms, the newsletter will also act as a constant reminder of the brand. By inputting their email address the user is automatically subscribed to the Behold brand- they are made aware of this when entering details. To ensure that the consumer stays connected with Behold, the prehome page will include video advertisements including an elite discount banner to indulge the user. A ‘take a look inside’ link exhibits the advantages of the Behold magazine and website and enables the user to see what they are signing up for. Once intrigued the user can sign up and enter the main site. To build subscriptions several promotional tactic’s have been developed including advertising and social media campaigns which lead the user to the pre-homepage and encourage them to subscribe and to invite friends to subscribe via Facebook which is enthused using an account of competitions.

INVITE FRIENDS

Behold LIVE LAUNCH /01.04.16/SUBSCRIPTION REQUIRED

7 DAYS

HOURS

MINUTES

ABOUT BEHOLD / CONTACT US/MEDIA KIT

HOMEPAGE The home page of Behold has been designed to visually please the target market and be in keeping with the brand identity and values of communication, innovativeness and exclusivity. The creative use of graphics, fonts and layouts allows the home page to appeal to the target consumers personality; innovative, creative and youthful. The header featured on the homepage will look consistent throughout containing the Behold logo and links directing to the choice of pages. Each month the website will collaborate with a different online brand and offer the subscriber a special discount, this will be featured in the top right corner of the home page each month displayed as ‘Offer alert’, doing so will maintain user relationship and generate word of mouth and social media coverage. To help guide the user through the website visual content is displayed on the homepage, each visual will show what the links holds and display how and why the feature will benefit them using individual headings. Featured at the top of the homepage are three links which are designated towards online retailers but can be useful to consumers also, the three links title ‘Media kit’ which will direct the user to PDF containing the Behold media kit, the second link titled ‘about us’ will feature brand information that will inform the visitors about what Behold delivers, the background and brand mission and the final link ‘contact us’ will enable further communication.

ABOUT BEHOLD / CONTACT US/MEDIA KIT

THE First issue This link will direct the user to the exclusive first issue of Behold. Once the first issue has been launched this section will be titled â&#x20AC;&#x2DC;The issueâ&#x20AC;&#x2122;. As the Behold magazine is only available to view via the Behold webpage, the magazine is made prominent and is the only feature besides links to other pages to be featured on this page. To make the magazine appeal to users of the webpage pop-ups have been generated to alert the user of the issue whilst they are active on other pages.

Once the user is engaged with the magazine she has the capability to participate with content, socialise with brands and connect with online fashion.

ABOUT BEHOLD / CONTACT US/MEDIA KIT

BEHOLD Live Hub The Behold live hub is an exclusive website platform which will aim to network with users in an unique way. For one hour of each working day the Behold office will become live and will showcase the latest trending online brands, season trends and exclusive interviews with trend setters such as bloggers and celebrities. The video footage will then be edited and launched each week via the Behold YouTube channel . The live hub will act as a prime window space for retailers. The footage is encouraged to be shared via social media applications and will act as an entertainment value as well a style guide; this will act as a promotional method for the brand and its advertisers once the website has launched. The Behold live hub will also showcase the live launch of the magazine which is recorded during the Behold launch event. Promotional material is placed across various brand platforms alerting consumers of this occasion and are encouraged to subscribe and watch the launch via a live countdown banner which is placed on the homepage an digital, transport and outdoor advertisements. Prime window space for brands Exclusive way of networking with our style obsessed viewers via digital devices New commercial/profitable opportunity's for retailers This aspect of the brand is also detailed in the media kit to attract collaborations.

ABOUT BEHOLD / CONTACT US/MEDIA KIT

THE Style blog Through consumer research (see appendix 0) it was identified that the 16-24 demographic thrive from the amount of followers and likes that their personal Instagram profile receive. Mintel research also indicated Instagram is used mostly by the young female consumer for style inspiration. Therefore to spread the Behold awareness across the social media realm, the Behold website will offer the targeted consumer a feature that caters to both of these specific needs by offering a blog that integrates with their personal Instagram account and acts to share their personal style and increase their Instagram identity. The Behold website blog will be accessible via subscription only. It will act as a medium for participation and will create a two way communication path between consumers and the Behold brand. Through the use of the Behold social media platforms users will be encouraged to post their personal style shots that feature relevant online fashion products to their personal feed and then the Behold blog, they are requested to hashtag the brand and detail their name and contact information. The Behold team will work on a daily basis to authorise all relevant posts. The consumer will see this an exclusive exiting social aspect as they will feel fashion forward and will thrive at the chance to be posted on the profiles of international online fashion brands. To add to this exclusive feature the blog states one post a day is selected to be re-posted onto the Instagram feed of Behold. Consumers are able to like each post using an interactive link that will direct them to the original Instagram post.

ABOUT Us The ‘About us’ section will act as a vital tool to drive interest from potential subscribers and possible advertisers. The Behold website will be accessed by a variety of users, especially first time visitors which are most likely to access the ‘about us’ link before subscribing therefor this link will be clearly featured on the pre-homepage also. Keeping the webpage user engaged and connected is key to this page therefore this section of the website will aim to inform, deliver and supply. To condense, the ‘About us’ page will feature: A brief introduction of the Behold concept, concisely explaining the background and how Behold aims to accomplish its brand mission. Description of the Behold identity and values A listing of the current online retailers that Behold have connected with Mention of the Behold magazine, what it features and how it interacts and engages with its reader A list of the devices the behold applications are compatible with Reference to the Behold team and how the brand was founded will also be accounted for. To directly appeal to potential advertisers and online retailers which could be looking to collaborate, a media kit is accessible via this page to outline the target market and pricing strategy. The media pack also gives demographic specifics on the segmentation, social classification, income level and the education of its core readership. As the brand develops this section will be regularly updated.

CONTACT page Through its ‘Contact’ page Behold delivers a chance for the website users and online retailers to further engage with the brand by offering different contact options. Although interactive content is accessible throughout the site it is important that users have a specific link to interact with the professional team at Behold. Additional Links to the Behold social media applications are clearly featured on this page, allowing extra interaction and reviews to be made. As the website aims to promote online retailers as well as its own identity, a specific list of retailers are supplied. This list acts as a recommendation to the brands by supplying brand representatives contact information as well as a link to their web address.

SITE Maintenance A regular inspection will be carried out by the ecommerce team at Behold to ensure the site is working to its full advantage. Outlined below are some of the sites features which must be tested on a day to day basis. Social media links will be checked once a day to ensure they are working to a good quality and users are able to connect with all brand platforms 24/7, including magazine content. Product shots and visuals displaying content will be checked to ensure links are still accessible, if an error occurs or the product is out of stock the visual must be re-uploaded or replaced with another product which resembles the same fashion. Including magazine content Video and audio content need to be tested daily to validate the links are accessible and working to a high standard. Including magazine content. Email confirmation is vital, to ensure brand communication is working to its full advantage a ‘delivered’ message will be automatically sent back to the Behold email when a newsletter has sent successfully. If the newsletter fails to send the ecommerce team must contact an alternative subscription detail, requesting the user to confirm their address so future communication can be resolved.

REFERENCE List

Appendix A

Consumer Profile Stylish innovator- a young professional with an innovating fashion status.

Young adapter- young female student who adapts their personal style from fashion innovators.

(This consumer group have been formed together based upon social needs, attitudes to fashion and buying behaviour.)

The stylish innovator is aged 19 to 25 and is either at the peak of their university education or at the beginning of their professional career. Her education and career goals are directed towards the creative industry. To maintain a living this sector live with friends or in cheap accommodation to enable saving for their financially stable future. It isn't uncommon for this group to work 2 jobs to fund their student overdraft or pay off student loans.

The young adapter is aged 16 to 19 who study's in full time education at a collage level and is aiming to improve their career possibilities with higher education. She has a widespread group of peers and friends who she enjoys spending time with on a daily basis. Her social activity at collage continues on a night via digital applications where she enjoys sharing images, thoughts, taking part in competitions and looking at images and videos endlessly.

Due to her strong work ethic and busy schedule this consumer has little time to enjoy social outgoings therefore when purchasing fashion products this consumer browses the internet and purchases online. Her innovative style means she has the ability to mark trends of her own; people look to her style for inspiration. Baring this it is important that the brands she looks to for purchases offer a range of affordable fashions that she can alternate to suit her personal innovativeness. (Basics are key).

In her spare time she focuses on doing her homework via technological applications such as a laptop or a IPad which can be distractive and result to browsing the internet or shopping online. Shopping online for clothes is something she enjoys as a hobby too; sharing thoughts of products and recommending them to friends is a daily activity for this consumer.

This sector is a keen social media user, recoding and sharing aspects of her day, such as fashion and food on their accounts is a regular aspect of their life. In her spare time she maintains a blog, sharing style guidance and references and holds a strong fan base. Media is a key aspect of this groups lifestyle also, they are entertained by reading an account of fashion magazines via digital applications when on the way to or from work. With her level of innovativeness and creative profession this sector is an all-round fashion focused individual. Anything fashion focused appeals to her and benefits her lifestyle continuously. This female consumer group are in the C1 or C2 social group. (junior professional) and (skilled working class)

As a student in full time education, who is typically still living at home with parents, this consumer does not have the funding to fully embrace her fashion innovativeness; she looks for fashions at an affordable price that allow her to maintain an on trend status. Her fashion inspiration originates from others and adapts quickly to trending styles by browsing magazines social media and blogs. Due to her lifestyle she is continuously surrounded by youths with innovating style meaning her style has to compete with others. She looks at fashion as a craving which comforts her self-esteem. Following Bloggers is also a big part of this consumerâ&#x20AC;&#x2122;s lifestyle; she looks to bloggers for guidance and follows numerous blogs daily. With her aspiring lifestyle and fashion adapting skills this sector will maintain a fashionable lifestyle when presented with innovative style guidance. This female consumer group are in the E or C1social group. (unemployed) and (lower middle class)

What magazines do read?

Appendix B

What is your age? Wonderland ID 45+

Stylist Marie Claire Cosmpopoliton

35-44

Company Online Net-A-Porter

25-34

Grazier Elle

16-24

Harpers Bazar 0%

20%

40%

60%

80%

Vogue

100%

How often do you read fashion magazines?

20%

40%

60%

80%

100%

Do you prefer the concept of a print or digital magazine?

Never Daily Weekly

Monthly

Digital 0%

20%

40%

60%

80%

100%

20%

40%

60%

80%

100%

Appendix B

Do you find magazines more educational or entertaining? (in terms of fashion)

Which of the following content types do you prefer a magazine do feature? Fashion adverts Editorial spreads Style inspiration Beauty features Trend features

Educating

Celebrity fashion

Style advice

Entertaining

Fashion stories 0%

20%

40%

60%

80%

100%

20%

40%

60%

80%

100%

How often do you visit a magazine brands website?

Which content is more important when reading a magazine?

Never Monthly

Visual content

Weekly

Written content

Daily 0%

20%

40%

60%

80%

100%

20%

40%

60%

80%

16 100%

Appendix B

Do you read the digital versions of any of the following magazines? ID Marie Claire Net-A-Porter Elle Vogue

20%

40%

60%

80%

100%

Which type of advertising is most likely to catch your attention?

How do you prefer to shop?

Transport Outdoor Social media Online Billboard Television

Both Online Instore

0% 0%

20%

40%

60%

80%

100%

20%

40%

60%

80%

17100%

Which of the following alterations would recommend to digital fashion magazines?

Appendix B

Video Content Music Content Interactive links More visuals Less visuals More written content Less written content Media enhanced pages Customable layouts 0%

Which of the following social media applications do you have?

20%

40%

60%

80%

100%

Which of the following most alerts you about online fashion brands?

YouTube

YouTube Tumblr

Tumblr

Fashion websites

Twitter

Newspapers

Facebook

Magazines

Instagram 0%

20%

40%

60%

80%

100%

Social media 0%

20%

40%

60%

80%

18 100%

Appendix B

Do advertising campaigns by fashion brands influence your perception of the brand?

Which factor is more important regarding your social media profiles?

Offers on feed Interactive content on feed Amount of content on feed Amount of likes Amount of followers

No Yes 0%

20%

40%

60%

80%

100%

Do social media profiles owned by brands influence your perception of the brand?

20%

40%

60%

80%

100%

How do you learn about fashion brands you have never heard of before?

Fashion websites Newspapers Magazines Social media

No Yes 0%

20%

40%

60%

80%

100%

20%

40%

60%

80%

100% 19

Appendix B

Why do you use Pinterest?

Why do you use Twitter?

I don’t

Follow celebrities

Follow fashion innovators

Communicate with friends

To give inspiration on styles

Find style inspiration

Offers

Competitions

Competitions 0%

20%

40%

60%

80% 100%

40%

60%

80% 100%

Why do you use Instagram?

Why do you use Facebook? I don’t

I don’t

Follow celebrities

Follow fashion innovators

Communicate with friends

Communicate with friends To give inspiration on styles

To give inspiration on styles… Find style inspiration

Find style inspiration

Offers

Competitions

Competitions 0%

20%

40%

60%

80%

100%

20%

40%

60%

80% 100%

Appendix C

MINTEL RESEARCH Mintel (2014j)

Mintel asked a sample of 546 consumers aged 15-24 who have interacted with fashion brands on social media sites the following question: FIGURE 55: Reasons for using social media for interacting with fashion brands, September 2014

FIGURE 57: Main social media sites used for fashion by reasons for using social media for interacting with fashion brands, September 2014 Base: 546 adults aged 15-24 who have interacted with fashion brands on social media sites

â&#x20AC;&#x153;Thinking about the social media sites that you have interacted with fashion brands on, which of the following, if any, were your reasons for doing so?â&#x20AC;? Base: 546 adults aged 15-24 who have interacted with fashion brands on social media sites

Key analysis: Young people who shop at H&M are the most inclined to use social media sites for style advice. While the retailer has a styling guide and offers general fashion and beauty advice it does not have a personal styling service. Given the increasing popularity of personal shopping and styling services for men as well as women, this is an area that a retailer such as H&M can look to develop online. It could promote itself by having well-known style icons offer the service via online chat once a month.

Key analysis: There is scope for retailers to move beyond using social media to simply offer money off clothes and to do more to engage customers through experiential offers such as tickets to exclusive events and the opportunity to meet a celebrity who designed the clothes as part of the collaboration. YouTube could be an effective social media site for promoting these types of experiences by showing videos of a celebrity talking about a fashion collaboration and inviting consumers to meet up and talk to them about it.

Appendix C

MINTEL RESEARCH Mintel (2014d)

FIGURE 2: Types of products bought online from home in last 12 months vs what they bought online while out and about, April 2013 Base: 1,620 internet users aged 16+ who have shopped online from home; 1,369 internet users aged 16+ who own a smartphone or tablet

The market FIGURE 1: Best- and worst-case forecast of online sales of footwear and clothing, 2008-18

Appendix C

FIGURE 4: Online clothes shopping behaviour in the last 12 months, July 2013 Base: 2,000 internet users aged 16+

MINTEL RESEARCH Mintel (2014d)

FIGURE 3: Attitudes towards and usage of brands in the online fashion sector, June 2013 Base: internet users aged 16+ who have heard of the brand and expressed a view:

FIGURE 6: Websites used to buy clothes, July 2013 Base: 1,165 internet users aged 16+ who have bought clothes online in the last 12 months

Page 73

Appendix C

FIGURE 8: Attitudes towards browsing and shopping for clothes online, July 2013 Base: 1,461 internet users aged 16+ who have browsed or bought clothes online in the last 12 months

MINTEL RESEARCH Mintel (2014d)

Types of devices used to buy clothes in the last 12 months, July 2013 Base: 1,165 internet users aged 16+ who have bought clothes online using a desktop/laptop, tablet or smartphone

FIGURE 9: Barriers to buying clothes online, July 2013 Base: 2,000 internet users aged 16+

Behold magazine MEDIA KIT 2016

Behold magazine Behold is the worlds first interactive fashion magazine which dedicates its creative content towards promoting international online retailers. It s platform offers an exclusive recommendation on international style. Launched in England in 2016, Behold has unparalleled access to world-renowned online retailers, celebrities, bloggers and stylists. Creative, innovative and original, Behold was the first to inspire readers to celebrate their individuality and create their own style with online fashion brands alone.

Behold is the only fashion magazine brand to have full devoted content to the worlds most innovative online retailers. Beholds promotional features, editorial material and interactive content is accessible across all of the Behold platforms; creating ultimate brand coverage. Matching appropriate content on the appropriate platform: giving the reader, user, follower, fan what she needs, when she needs it and how she needs it. Putting the reader in the centre allows each activity that Behold performs to fully interact and connect with the customer.

Behold magazine Approach Our combined marketing campaigns are designed to meet the needs of clients. Behold Productions employ all departments of Behold to plan strategies for meeting your requirement.

Content At Behold it is our duty to guarantee successful coverage for our clients in every medium possible. We provide the content that provides a truly innovative guide to online fashion.

Innovative We create modish, revolutionary advertising, next generation digital marketing and highly interactive marketing platforms.

Digital Website

Newsletter

Magazine

Our ever-evolving digital abilities engage your desired consumer with targeted visuals, video, audio and written features.

Click and Connect Billboards

Competitions

Available across all digital platforms

Exclusive Brand offers

Magazine

Editorial

QR Codes

Campaigns

Video Content

#Behold live

BTS Content

Audio Content Blogger recommends Transport locations

e hold magazine Behold

Events

Behold style awards 2015/ £30M PR Value LFW PFW MFW GFW / AW15/ 30K Footfall

Celebrity and Reader Guests

POWER ANDINFLUENCE INFLUENCE OF OF POWER AND

Billboards

magazine

Behold “Badge of Approval”

See it > love it > shop it > share it.

Clothes Show 2015/ 130K Footfall

Behold fresher's fair’s 2015 / 8K Footfall

Exclusive Brand offers

Brand collaboration offers “as seen in Behold” badge if approval.

Competitions

Access to #Beholdhublive

Tumblr

Weekly blogger column

Instragram YouTube Twitter

Social

In order to align a fashion retailer with the readership, Behold create bespoke brand coverage and take the brand on a promotional journey.

Behold users only: newsletter with subscription

Exclusive offers and discounts via newsletter

Website

Accessible on all digital devices

Access to magazine Library of previous issues

Behold LIVEHUB LIVE STREAM CAMERA MAIN AREAS FOR FOOTAGE COMMENTATOR AREA

RUNWAY

   

THE HUB

PRIME WINDOW SPACE FOR BRANDS EXCLUSIVE WAY OF NETWORKING WITH OUR STYLE OBSESSED VIEWERS VIA DIGITAL DEVICES NEW COMMERCIAL/PROFITABLE OPPORTUNITY'S FOR RETAILERS LIVE VIA WEBSITE, SOCIAL MEDIA PROFILES AND YOUTUBE

Showcased daily via the Behold website.

Behold PERCEPTION “Behold offers a useful edit of the best of the seasons fashion that is ready to buy” “Behold teaches me about brands online that I have no idea existed” “Beholds learns me ways that I can express a designer trend without spending loads”

“Behold combines experience and style education”

Behold AUDIENCE MIDDLE CLASS READERSHIP: 77% BC1 23% C2 READERSHIP Technology focused Actively seeking out new style inspiration An opinion former A fashion adapter Loyal to her favoured brands A social influencer

Behold ADVERTISING RATES Position

Cost

Cover

£25,000

1st 30%

£20,000

First half

£15,000

Second half

£10,000

Product placement

£5,000

Behold CONTACT INFO SENIOR VICE PRESIDENT, PUBLISHER AND CHIEF REVENUE OFFICER Jessica Ruddlesdin :07900256792 Jessica Ruddlesdin@behold.co.uk ASSOCIATE PUBLISHER Kristina Fowler: 07950220092 Kristina Fowler@behold.co.uk ADVERTISING DIRECTOR Stephanie Hazel:07988254788 Stephanie Haze@behold.co.uk SENIOR EXECUTIVE DIRECTORBlare King: 07766452222 Blare King@behold.co.uk INTERNATIONAL FASHION MANAGER Haley Katz: 07978788554 Haley Katz@behold.co.uk UNITED KINGDOM ACCOUNT MANAGER 1A REVENUE HOLT l LONDON l LD10 AGH Michael Kelly:07900876542 Michaelkelly@behold.co.uk Phone: 212.649.2000 | Fax: 649.280.1058