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