Express Magazine- Strategy and Promotion Document

Express E MB R A CE

Y OU R

S E L F - A CCE P T A N CE

CONTENTS 1.

3.

6.

8.

11.

15.

17.

19.

21.

25.

The concept.

The values.

The publication.

The rationale Market research Target audience Consumer profile.

Competitor analysis.

Content strategy.

AIDA Analysis.

26.

27.

29.

30.

31.

32.

33.

34.

36.

SWOT Analysis.

The 7 P's.

Funding.

Budget.

Ethical & Social responsibility.

Media release.

Timeline.

Future plans.

Evaluation.

THE CONCEPT

WHAT IS IT? Express Mag is a publication based on how people express themselves within their passions, no matter how niche or bold the passion. The publication will be used to inspire people to express themselves in many of ways. It will be a physical copy and will be a book filled with empowerment and inspiring people expressing themselves. Within the publication will be interviews paired with photoshoots to show certain peoples interests.

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THE CONCEPT SOCIAL MEDIA I will advertise the publication across Instagram, with an Instagram paired and in line with the branding of the magazine, the account will include behind the scenes of shoots, reels, extra imagery that wasn't included within the magazine, the interviews and highlight's that will separate each person’s interview/photoshoot.

@EXPRESSTHEMAGAZINE ON INSTAGRAM

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THE VALUES ENCOURAGE To give support and to give confidence to readers.

INSPIRE To fill the reader with the urge or ability to feel something, especially to do something creative.

EMPOWER To make the reader stronger and more confident, especially in controlling their life and claiming their rights.

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THE VALUES U O RAG C N E E THE VALUES

IN

S

PI

empower and to make sure the readers are left with a

RE

The values of Express Mag are to encourage, inspire and

positive experience. It’s important that woman are supported

whether you’re in a corporate job or a creative job, everyone

show their true personality, every life choice is vital. Brand values are important, and they allow brands/publications to be able to portray themselves in a way that people want them to be portrayed.

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POWER

should feel like they have a right to express themselves or

EM

and empowered within their life choices and passions,

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THE PUBLICATION WHAT IS THE MAGAZINE? Express is a magazine that focuses on hobbies and how people express themselves within them.

DIMENSIONS 230mm X 297mm -portrait PAGE COUNT 3663pp including covers BINDING Perfect bound PAPER STOCK 57 PP PRICE £10 INITIAL PRINT RUN 100 copies.

DISTRIBUTION Bought on the Express website and sold in Waterstones and WHS. FREQUENCY Every season, Spring issue, Summer issue etc.

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THE PUBLICATION THE CONTENT Q&A CONTENT

A-LIST EXPRESSER This column is about celebrities that don't have trouble expressing themselves as extra

Lily Biggs- Aged 21, from South Shields showed how she expresses herself

A-list inspiration.

through gaming.

Sam Smith- I explored Sam Smith as recently he has used his voice for the good and

Paige Harwood- Aged 21 and from Whitley Bay, showed her self-expression

been able to help educate many on how it is to be non-binary, as well as rocking the

through her hobby which is figure skating.

fashion game with his bold looks.

Maisie Davies- Aged 22 and from Roker, Sunderland, dived into her passion for

Miley Cyrus- I looked into Miley Cyrus because she's bold and fearless and an

collecting records and how she expresses herself.

empowering woman, which fits to the Express values, however, she has no trouble

Jade Wilkinson- Aged 21 and from Newcastle, Jade explores her passion for

expressing herself and creating bold statements each time.

music/musical theatre.

READERS AND EDITORS Q&A

PHOTOGRAPHY

The readers Questionnaire highlights the readers experience with having an

All photography within the publication was shot, styled and edited by me, which made

involvement with the publication, this will be in every issue. It has similar questions

the magazine its complete desired aesthetic.

to the regular interviews and as well as making the readers feel involved, with the publication, they also feel known to the editor.

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THE RATIONALE WHY IS IT NEEDED? Express Magazine is needed to teach people to express themselves within their passions and hobbies. It is important that selfexpression is push as much as possible nowadays especially for Gen Z, helping them realise they can be their true selves. Not only will the magazine be aesthetically appealing, but it will be something that shines light on true self-expression, looking into certain people’s hobbies, so all readers can relate.

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THE RATIONALE WHY-THE VALUES? The values for Express Magazine hold deep meaning, encourage allows everyone reading to encourage and to be encouraged by the magazine to express themselves. To inspire is to always be a source of inspiration for people around you as well as being inspired, being a positive light that changes people’s outlooks and views is crucial nowadays, with the rise of social media. Lastly, to empower, which is most important, woman supporting other woman and allowing them to be empowered is something that reflects the publications values deeply.

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THE RATIONALE WHY-SOCIAL MEDIA Social Media is a big part of advertising magazines, with photoshoot content, behind the scenes and interview content.

Why I am doing this is to show the raw and natural parts of the magazine, showing the people taking part within the interview in an unserious light. The reel content will be able to put a voice to the on-paper interviews and hopefully make people relate even more to the real personalities rather than just in the magazine.

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MARKET RESEARCH PRIMARY FINDINGS 80% of people who took part in the survey were ages 18-23

88% of people said they are more inclined to buy a magazine if it is visually pleasing.

80%

57% of people said there are not many magazines that support selfexpression.

57%

88%

71% of people said they struggle with selfexpression.

71%

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MARKET RESEARCH PRIMARY FINDINGS 91% of people said they are interested in interviews and hearing other peoples viewpoints on selfexpression.

78% of people said they'd be interested in a seasonal magazine.

91%

78%

80% of people said they'd be willing to spend an extra bit of money if it was good quality with quality content.

100% of people said theres a gap in the market for a magazine that looks into hobbies and selfexpression.

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80%

100%

MARKET RESEARCH SECONDARY FINDINGS

The magazine industry is growing, despite the increasing use of social media for communication and information sharing.

This indicates that the magazine industry is still a viable market for publishers and that there is potential for further growth in the future.

GITNUX BLOG MARCH 22, 2023

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MARKET RESEARCH SECONDARY FINDINGS

People buy and read regularly only those publications which are useful, pretty, and have emotional meaning for them.

PAULINA KUBALA-CHUCHNOWSKA

JULY 25, 2022

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TARGET AUDIENCE WHO? The aesthetic and tone of voice of this publication will be very much aimed at personalities more feminine. Self growth is very monumental towards GenZ at the moment, with rises in bettering yourself and with the world being more inclusive to everyones interests, Express mag will be a great asset to this generation. So, Express will be aimed at a female audience of ages between 18&23, any age would find something inspirational from this book, but this particular age range will be more inclined to read. Within the publication so far, I am more inclined to interview and shoot females because of the aesthetic and initial ideas.

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TARGET AUDIENCE WHY? The reason why I chose this particular target audience as within recent trends and changes of aesthetic, this audience is more drawn to the way Express is shown aesthetically and in terms of content. Since Express is a magazine that shows hobbies and the way people express themselves within them, I believe that the female audience will be more inclined to read this magazine.

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POTENTIAL CONSUMER PROFILE PROFILE Age

PERSONALITY SLIDER

Female

Interests

Self-care, creative practices, fashion

Personality

Positive, uplifting, empowering.

Occupation

Designer, photographer, content creator.

Likes:

Dislikes:

Extrovert

Creative

Analytical

Messy

Organised

18-23

Gender

Location

Introvert

More aimed towards London.

Emotional

Rational

Active

Passive

Coffee dates, interior design, visually pleasing adventures.

Negativity, non-supportive environments.

Plays safe

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Takes risk

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COMPETITOR ANALYSIS HEROINE MAGAZINE HEROINE has quickly become widely recognised as the most relevant, fashionforward destination for a switched-on, intelligent and demanding readership.

The magazine focuses on interviewing 'Heroines' and is usually asking about their career or niche's, it has included people like Wolf Alice and Carey Mulligan.

I have chosen HEROINE magazine as market research purely because the content and aesthetic align with Express. The aesthetic is minimal but with exciting visuals that portray the certain person’s identity perfectly, like how I want my magazine to be visualised. With HEROINE containing interviews and conversations with celebrities I have been able to recognise that this certain style suits Express and have taken inspiration as such, following a Q&A style for my interview and a relaxed/casual approach.

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COMPETITOR ANALYSIS BLANC MAGAZINE Blanc is a creative platform that presents a diverse and underrepresented perspective of the fashion, art, and music world. They are a quarterly print magazine showcasing a variety of talent both established and undiscovered from various countries across the world. Blanc magazine creates a unique experience for readers and allows readers to be introduced to new aspects of the world, such as cultures, music, and art. Their values are to spread uniqueness and make readers aware of what’s new in different industries.

Blanc magazine explores fashion, art and music and discovers talented independent artists as well as celebrities, which is breaking boundaries for magazines and creating a new area for small talent. Express investigates hobbies, but is basically exploring and celebrating into one’s talent, which is a similar approach to Blanc, but with a more casual approach and use of interview rather than profile.

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CONTENT STRATEGY GUERRILLA MARKETING The reason I have chosen guerrilla marketing as it is a form of interaction from all different demographics, a potential elderly person could pass it onto their grandchild in hopes of following along. The bright colours will hopefully catch people’s eyes and will make them wonder about the magazine. The poster leads the person to the Instagram account which will have behind the scenes content, photography from the interview shoots and quick-fire questionnaires, which will hopefully cause intrigue and make the person buy the magazine from the link within the Instagram bio.

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CONTENT STRATEGY GUERRILLA MARKETINGPOTENTIAL LOCATIONS Drunch- 1 Woodstock Street, London- An aesthetically pleasing cafe which is very popular in London, the demographic is usually younger females which is the exact demographic needed.

Oxford street, London- This will target the younger shoppers who tend to shop at places such as Bershka and Stradivarius as well as Millennials who potentially shop at Selfridges, passing it onto their younger relatives or colleagues.

Soho, London- This will target ages 18-23 who are interested in the luxurious side, shopping and dining.

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CONTENT STRATEGY THE TYPE OF CONTENT In terms of content Instagram will be the main source of social media for Express, however, a website will be made to show all the individual interviews and photography that goes along with them. The website will be made on WordPress and will contain an about section, a section on the A-List Expresser which is a column in the magazine and all the interviews. The website will also include a contact me section in hopes to receiving more potential candidates for future issues, to interview and photograph.

EXAMPLE OF THE WEBSITE HOME PAGE

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AIDA ANALYSIS AWARENESS

INTEREST

DESIRE

ACTION

People in the street/café will see

The Instagram will include

The link in the bio will send you to

From the website you will be

the flyer and be inclined and

enthralling content and the person

the website which includes all

inclined to have a physical copy of

interested to scan the barcode,

will be inclined to share to their

content, about the magazine and a

the magazine to see in depth

following the account, and

friends or their own socials, causing

contact section and where you can

interviews and photography.

increasing social engagement.

interest. Driving the person to click

buy the magazine.

the link within the bio.

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SWOT ANALYSIS

S

STRENGTHS Self-expression, exploring hobbies is more accepted within this generation.

Buying publications has become increasingly popular again, for interior/aesthetic purposes and reading.

W

WEAKNESSES People are more inclined to stay in tune with the website/Instagram than the physical magazine for convenience and cost.

The Guerrilla marketing could be a potential fail, reaching no extra readers.

OPPORTUNITIES

O

Brands will potentially want to collaborate adding extra readers and buyers for the magazine, especially places like Drunch where the flyers will be placed.

With growing popularity Express could hold events which surrounds selfexpression, like motivational talks and wellness days.

T

THREATS The cost of printing and paper rises, affecting the new smaller Magazine business.

Theres a percentage drop in people who buy magazines/publications.

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THE 7 P'S

P

P

P

PRODUCT

PLACE

PRICE

The product is a magazine named

Express will be sold in shops such as

The price of the magazine will start at

Express which is around 60 pages.

Waterstones and WHS across the UK as

£10, as it has a luxurious feel, with

Express is a platform that allows

it fits with the younger demographic of

growth in the future it could go up in

woman to speak up on their hobbies

people that shop there, especially

price depending on number of pages

and how they express themselves within

Waterstones. Alongside that, it will be

being increased, however, to start with,

them, inspiring readers who struggle to

sold online and on the Express website,

the price will be £10. Express not only

do so. The magazine has three values

also available for pre-order, where the

acts as a magazine but a potential

which are to encourage, to inspire and

consumers will have priority. The first

interior item because of the aesthetic,

to empower, which will hopefully reach

circulation of physical copies will be

adding value. The funding will come

a certain target audience of people

100 copies, which will only be sold

from GoFundMe, to start with, but

who want to grow and learn to be in

online at first, with hopes of growth to

hopefully as time goes on, the funds

power of themselves. The layout is

be then sold in the shops (Waterstones

will be mainly from profit.

minimal and contains a lot of white

and WHS).

space, so the reader has an easy experience, the photography has its own desired aesthetic linked with the person interviewed.

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P

P

P

P

PROMOTION

PEOPLE

PROCESSES

PHYSICAL EVIDENCE

The promotion starts with an

The promotion starts with an

The process for Express starts with

Instagram account which posts

Instagram account which posts

finding volunteers and to interview

behind the scenes content, reel

behind the scenes content, reel

in the issue, to talk about their

content, photography from the

content, photography from the

experience with expressing

interviews and quick-fire

interviews and quick-fire

themselves as well as a

questionnaires, the account will be

questionnaires, the account will be

photoshoot which Express will

relatively informal and visually

relatively informal and visually

provide to them. Following from

appealing. Followed from that the

appealing. Followed from that the

that, the interviews and

Instagram will lead to the website

Instagram will lead to the website

photoshoots will start as well as a

which posts all ranges of content

which posts all ranges of content

flat plan for the magazine,

from within the magazine. The

from within the magazine. The

searching into the A-List Expresser

marketing for the magazine will be

marketing for the magazine will be

column, where a potential

physical and will use guerrilla

physical and will use guerrilla

celebrity will need to be decided.

marketing. Flyer’s advertising the

marketing. Flyer’s advertising the

After this the curation of the

Instagram will be placed around

Instagram will be placed around

magazine will start, as well as

popular spots in London to gain

popular spots in London to gain

conversations with the

circulation around the Instagram,

circulation around the Instagram,

printing/binding team at BangOn.

with AIDA demonstrating the

with AIDA demonstrating the

After curation the printing process

process.

process.

will start. The promotions will be amongst these processes.

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FUNDING GOFUNDME This GoFundMe will be in hopes of raising money to kickstart the magazine, this will pay for the website curation, the printing/binding of the magazine and flyers and gifts to the volunteers involved, this is a low-cost start-up, with the potential of building up to put more money into future issues. The GoFundMe will be a 5,000 budget, which will cover almost everything, with extra to invest into future issues.

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BUDGET FLYER PRINTING

100 COPIESBANGONPRINT

£3.080

MAGAZINE PRINTING

100 COPIESINSTANTPRINT

£24.70

TRAIN TRAVEL FOR GUERRILLA

ONE TICKET-RETURN ON TRAINLINE WITH RAILCARD

£79.60

INTERVIEW CANDIDATES

FOUR PEOPLE- VOLUNTEERED. THANKYOU WITH £20 NANDOS VOUCHER

£80

WEBSITE CURATION

ONE WEBSITE FULLY CURATED ON WORDPRESS

£600

£3.864 TOTAL COST

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TIMELINE 1/6/2023

20/6/2023

1/7/23

The GoFundMe will be activated and shared amongst my social media, driving attention and hopefully building up enough money to start the printing of flyers.

The Instagram will receive circulation from inner circle sharing and the guerrilla marketing, with Instagram stories posted to tease the magazine release.

The magazine will go live on the website and people will be buying the magazine, with an Instagram post and story showing the release.

15/6/2023

25/6/23

Mid-August all the guerilla marketing will be put into place and the flyers will be printed, planted around popular stated locations in London.

A photo of the magazine will be posted onto Instagram and on the stories to provide circulation, with a link directing to the Express website, ready to pre order.

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ETHICAL & SOCIAL RESPONSIBILITY OUR MISSION STATEMENT Express is a safe space for many, meaning that we take care and pride in everything we put into the magazine. All interviews are started off with a consent form, addressing anything that could potentially be sensitive or triggering, followed by getting to know the person interviewed making them comfortable. Everything within the magazine is well thought through and typically light-hearted and inspirational, so anything that crosses the line, will be handled correctly and effectively. Express highlights self-love, selfexpression and exploring your hobbies, which hopefully creates a community of empowering people post release.

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MEDIA RELEASE

FUTURE PLANS 1 YEAR PLAN

2 YEAR PLAN

3 YEAR PLAN

In one year, I hope to build a community of loyal

On year two, I hope to see profit, so the

Hopefully Express will gain popularity by the

readers who understand the publication and its

community built could turn into inspirational talks

physical copies and on social media and

meaning. Putting money aside, although it is

and Express meetups to discuss passions and

hopefully be able to collaborate with a big brand

important, I hope to create loyal relationships

hobbies. I hope to be able to take a step and be

like YouTube, which will have a four-part series

with readers and have a small amount of people

able to make use of the loyal readers, planning

which the official YouTube posts onto their

buy every issue. Every issue I hope to add on a

events. I want a set circulation to be 1,000 copies

account. The four-part series will be based on

circulation of 100 copies each time, so after the

and hopefully to sell out of them. Notably, I want

four different people and will be an interview

summer issue, the autumn issue will have 200

progression following the A-List Expresser

and a video dedicated to their hobbies. This

copies and in winter 300 copies etc.

column, hopefully taking a step and interviewing

collaboration will expand the demographic to

a potential celebrity.

millions more people, hopefully creating an interest, making Express’ print circulation of 50,000 copies.

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EVALUATION

Express is a place for people to feel empowered, inspired and encouraged to express themselves and take care in themselves. The tagline is ‘embrace your self-acceptance’ which explains that accepting yourself isa big step and to be able to do that is amazing, so embrace it. The publication is luxurious, visually pleasing and is created with care and inspiration from minimalism. The whole process was inspired by enthusing people and photography that had a lot of planning, editing and thought into it, with everyone feeling comfortable and hopefully having fun.

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FOLLOW ALONG!

@EXPRESSTHEMAGAZINE

EXPRESSTHEMAGAZINE@OUTLOOK.COM

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CREATIVE

F A 6 0 1 5

STRATEGY

AND

PROMOTION

DOCUMENT

E R I N

K I L F OR D