The Well Approach Promotional Portfolio

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acknowledgements I would like to thank Manchester Fashion Institute for my time studying Fashion Promotion, especially my Visual Practice tutors that have guided me in final year. It has been an invaluable experience that has been a major support to my creative practice, professional personality and motivations to achieve great things.

thank you

Promotional Plan 4

Illustration 46

Reflection 12

Covid 19 Rationale 49

Critical Path 15

Campaign Timing 50

Realising Promotional Plan 16

Theories 51

Campaign Channels 18

Campaign Development 52

Social Update 29

Campaign Plan Document 94

Marketing to our Consumer 30

Consumer Feedback 95

Content 37

Summary 97

Competitor Analysis 41

Appendix 98

Newspaper Design 42

References 101

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PROMOTIONAL PLAN The Well Approach is a no-nonsense guide to living well. An online community for likeminded females, discussing all the latest in the wellness industry from skincare to mindful wellbeing.

TWA believe wellness means something different to us all but taking time out for self-care and valuing happiness utmost is how TWA manage life. The Well Approach offers a safe space to chat about what means most to you; offering advice, product reviews, articles and a collated shop. Offering a relationship between consumer and brand, an increasingly crucial element of consumer markets, becoming less of a person to person exchange and more of a ‘complex web of interactions… working together for…mutual benefit’ (Brassington and Pettitt, 2006:10).

Marketing Mix Product The Well Approach is an online platform based online and on socials. The Instagram offers a daily face to connect to, resulting in increased engagement compared to online channels. The website has been analysed by our target audience through audience testing (see page 76 of Portfolio A) and is clear to navigate, on brand and gives genuine advice. Therefore, to boost outreach and members to The Well Club,

promotional strategies need to be put in place to allow this audience to grow. The target consumer is a wellness advocate that connects with nostalgia – as a way to meet this need a transition into a physical realm will mirror our online platforms.

In a way to continue to meet the audience’s needs, the blog and website stays updated regularly to provide new content to consume. As the Instagram account is proving the most engaging, still in its introductory stage, promoting the account and linking it to the website sign up would also shift both channels and the platform overall into the growth stage (see Figure 12). As both the website and the Instagram will be profitable; with affiliates and brand deals, the promotion of the brand needs to support both these services, adding value together.

Furthermore, due to coronavirus implications, Business of Fashion (2020) states that our social distancing measures have stressed the importance of online channels more so than ever before, therefore my online platform has increased ability to grow during this time also.

Additionally, a “wellness dividend” has provided a boost for companies such like The Well Approach that target content towards consumer health and wellbeing.

Place The Well Approach is an independent brand but one which will endorse other brands products, if they are worthy, then direct our consumers into custom for their site. Keeping our site merely for our opinions and authentic aesthetic means promotional activities can stay in house and hence be cost efficient.

Nevertheless, with connections being made to brands, our platform has the opportunity in the future to expand. Where The Well Approach is a free online platform and community to join, the ability to buy into the brand may be advantageous, so the customer feels they can hold a physical connection with us (see Promotion for more detail).

market. As Azzadina et al. (2012) determined, personality has a positive influence on the marketing mix and hence purchasing decisions or in our case, engagement with the brand (see Figure 1).

Figure 1: Personality Influences Purchasing

Price Our target customer is a student, graduate or in early stages of her career (see Pen Portrait in Appendix A) therefore our platforms are free to engage with and joining The Well Club comes at no cost. The ability to share reviews, ideas and learn about wellness is important to the audience and so our brand is easily attainable and widely inclusive. Understanding the personality of our audience is key, as they are the investment The Well Approach needs to raise the value of the brand and hence increase the hypothetical price TWA holds in the wellness

Promotion As the product is an online platform and community, the brand will be packaged together to promote the business overall.

When marketing to my target consumer, a young female wellness advocate, print and social media are important advertising channels below television commercials (Zaborowski, 2020). This increases the justification for my low risk campaign activities, not venturing into TV but instead building a solid promotional platform. The message of the campaign is to ‘Join

The Well Club’ a positive motion to join a community, get involved and immerse themselves in The Well Approach’s world.

Promoting living well, the aim is to direct the audience towards the Instagram page and online site, signing up for the newsletter, joining The Well Club and following us on Instagram.

The marketing journey is led through specific channels for different segments of our audience (see Figure 2). Each segment of this journey can be seen through Porter’s (1980) Wheel of Competitor Strategy (See Appendix B), defining each process in the campaign in order to reach our main goals (see Smart Objectives). Email newsletters and the Instagram plan interact with current followers (see CIM Social Media Campaign Plan page 83), whereas the PR package broadens the audience further. Using influencers to inform their following of our brand, resulting in them joining us on our channels and elevating our position in the market.

The giveaway attracts wellness followers and younger generations on Instagram, persuading them to be a part of the club, with a generous incentive. Meanwhile, the newspaper offers a physical element to The Well approach, filling a gap for print and nostalgic publications in the wellness industry and audiences’ field. A smaller snippet of the publication will also be available to read online for initial interest building. As well as a

downloadable PDF for the ‘4 in 10’ who prefer to read digital. In an environment where Covid-19 continues to disrupt businesses and mailing, a full online version would combat this if the situation escalated further (McGrath, 2019). In any case we will not postpone the launch date of the publication as consumers need ‘social reassurance’ now more than ever, ‘slowing down the pace’ of life and living with wellness in mind.

Li Edelkoort, a worldwide influence on trend forecasting, also stated we are entering a ‘quarantine of consumption’ where consumers strip back and look at life in more holistic ways. She also hinted a DIY aesthetic would be increasingly popular due to this environment and so The Well Approach channells this beside nostalgia to create a campaign that is authentic and resonates with a Covid-19 world (Edelkoort cited in Fairs, 2020:online). Using newspaper launch teasers, colloquial copy and inclusive imagery, a dedicated following will join the journey at different touch points, building a dedicated database of our members. The Instagram campaign will reinforce our existence, alternatively the giveaway, PR and email provides the target audience with relevant information. This moves the relationship forward, urging them to buy our paper for added content from our community – always bringing the stream of followers back to the online site. The use of QR codes throughout the press pack (see Figure 5), newspaper, links on Instagram and Email allow these direct link to occur.

Wellness Instagramers

Social media users following beauty and health topics

Owned, Paid, Shared Media: - Own social channel

Magazine Readers Owned, Shared Media:

SOCIAL MEDIA

- Magazine own content

- Cost of giveaway products

Wellness Influencers

- Competition post shared

- Directed from magazine to website - Online and offline readers

Those who enter competitions

Wellness blog readers

Target Customer: Wellness Enthusiasts

EMAIL

Influencers Paid, Earned, Shared

Consumers following targeted pr gifted influencers

MAGAZINE

PR PACKAGE

TWA followers

Media:

Owned Media:

- PR package sent out - Influencer share on social media (hopefully)

Interested magazine readers from stockists

- Email newsletter

- Followers then directed to our Instagram

Figure 2: Customer Bullseye Using the promotional plan and segmentation to plan market targeting.

TARGETED SEGMENTS

PESO model used (see Appendix C)

Rationale Instagram is a key channel driving wellness (Rider, 2019) and a popular social network for influencers and Generation Z, a large portion of our target audience (King, 2019; Bailis, no date). This social network is used to communicate with new followers, posting regularly and further drive engagement using a giveaway (Phillips, 2020). 62% of Gen Z and Millennials believe the most personal form of communication from a brand happens via email, therefore it was key to develop an email campaign to promote our brand, keeping TWA current in our audience’s inbox and seamlessly engaged. Our target audience also prefer this channel when receiving brand communications (see Figure 4), further backing this campaign elements use (see Figure 3).

As younger generations shift trust from celebrities to influencers, 46% follow at least 10 on social sites (Marketing Weekly News, 2018). Again, understanding how PR gifting is an important tool as these people are listened to and can win the trust of a new connections following. Moreover, the element of a physical output in this campaign was crucial to our consumer. One that yearns for a feeling that is personal, hence creating enhanced connections (The Tylt, 2020; Choi, 2019). Not only can this provide a means of disconnection but physical elements of a brand develop reliable and quality connotations, in a world where print is not dead (Samir, 2019).

Figure 3: Email Subscription Pop Up

Figure 4

The campaign will launch with Summer 2020 at the forefront of the content and aesthetic, providing a bright, cheerful tone and imagery. Due to the implications of Coronavirus, wellness is more important in our lives than even before. So, where events such as Wellfest are scheduled to occur, the campaign replaces this need for wellness around this time and provides light at the end of the tunnel. A joyful campaign, perfect to lift sprits and educate readers on ways wellness can improve their mindset and be a treasured part of daily life.

Smart Objectives Smart objectives have been proposed in order to create targets for the performance of the promotional campaign. To measure the success of these smart targets, site stats including interactions, email click-throughs, QR code usage in the paper (see Figure 5) and Instagram analytics would be used, not only to discover how well the campaign ran but for future campaign planning.

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Increase brand awareness of The Well Approach Gain 50 members to The Well Club in 8 weeks Increase Instagram followers by 100% in 4 weeks Sell out of first run TWA Newspaper in 12 weeks

Club, providing us with our first print run of TWA paper. As the designing was only completed personally, the costs of the newspaper printing and shipping to consumers would be covered when purchases are made. The giveaway would have a significantly lower cost but still high for our low-priced campaign, buying products we endorse and providing our own branded content (including the newspaper) to send to a lucky follower. The second in similar costing range, the PR packages would be made up of one of the newspapers, branded materials (see Figure 6) and will need shipping to each the influencers chosen to target. Finally, the Instagram campaign is kept in house along with the email campaigns run through our chosen site host Wix, similar to any changes made on the site to align with the campaign.

Budget Expenses The promotional campaign can be categorised as low risk, due to the in-house materials being adopted. Even so, there is a cost to producing items for the public and gaining consumer interest. The newspaper itself would have a large initial cost due to large scale printing – out sourcing this to The Newspaper

Figure 5: QR Code

Figure 6: Branded Packaging

Table 1: Campaign Figures

Figures The overall cost of the campaign would be fully covered by the sales of the promotional paper, with profit remaining.

The paper was priced based on a primary poll on Instagram (see page 44) where ÂŁ7-9 was the preferred price range, including delivery. The paper would be priced at ÂŁ9 including second class delivery, whereas the digital download would be ÂŁ5. Because there is no limit on digital downloads, this is not included in the campaign figures as it would just increase the profit if any were sold.

After working on this hypothetical campaign it is positive realising the costings, as it would be more than achieveable as a live campaign.

Funding Portfolio A allowed a shop to be set up on site, therefore in the near future when these would turn into affiliate links, the payment can be used to cover an area of the cost for this campaign (see Figure 7) Where newspaper sales would reimburse the initial investment, overall, personal savings would fund the rest of the promotional materials. This campaign would not go live until June 2020; therefore, it is hypothetical for this submission.

The 4 E’s

accessible from any desktop, mobile or browser. Where our socials can be accessed similarly, the promotional campaign aims to extend this everyplace further. Being active on socials, providing interactive elements to the site and tasks in the newspaper, further expands the involvement of the consumer with our brand. The Well Approach was created to fill a gap in the market, an area of space we attained to give younger consumers wellness advice in ways they like to consume it.

Finally, evangelism is hugely important to the overall promotional campaign; giving the consumer fresh ideas and products to tune into, to provide a motivational need they possess.

Targeting the 4 E’s; Experience, Exchange, Everyplace, Evangelism to ensure my platform and promotional campaigns reach as high as possible. Experiencing new trends, opinions and the ideals of fitting in a community, The Well Approach provides a different experience at every touch point, online and on socials. The ideal of joining a community and inputting new ideas, communicating with likeminded women, provides a unique experience opportunity.

The promotional campaign allows this level of experience to excel, with additions of direct mail and print, proving multi-channel capabilities for TWA. Our platform is online,

Figure 7: Future Growth

REFLECTION Reflection can take place ‘where practitioners are problematising their practice and learning afresh about both the knowledge and skills and attitudes that their practice demands’ (Jarvis, 1998:178). In this way, reflection on Portfolio A enhanced my practice in Portfolio B to apply fresh resolutions to the second half of the unit, using the Gibbs (1988) model to prompt reflective conversation. I thoroughly enjoyed VP2A, as a self-directed project was the boost I needed to address my impassion for wellness and see how this specialism could guide my professional development. Wellness is a key influence in my daily life, therefore this project meant more to myself than previous work. Using my interest, I feel the deliverables came across as authentic, in ways that care for the consumer more than the average brand and provide a solution to navigating the growing trend.

What have I learnt?

During VP2B I have learnt to follow my instinct on my ideas and work through doubt issues whenever they arise. Not only did I learn to use InDesign, but I feel my technical skills in website creation and social media were also heightened in this unit, preparing me for completing VP2B and working in industry.

Looking specifically at trend research using WGSN (Varga, 2020) and Mintel (2018) all led me to the conclusion that wellness was

highly important, hence backing my reasoning to focus on this. I also learnt to link the creation of TWA platforms to key theories such as the Self-Determination Theory (Ryan & Deci, 2000) and Maslow’s Hierarchy of Needs (1943). To develop my knowledge of academic thought processes, the Culture of Consumption and Kevin Kelly’s 1000 true fans was challenged against VP2B, giving the promotional plan a clear and grounded rationale (see page 51).

What worked?

I think the online platform idea, including the website and social media was a well thought out plan, in similar styles to my distant competitors Liz Earle Wellbeing and Self Magazine. I think the branding and colour choices across the whole platform and deliverables are strong and are clearly displayed, making it focused for my target consumer, as connecting wellness to a much younger audience was unseen before through my competitors. My research was thorough, looking at my target consumer and completely understanding their way of thinking in relation to the topic, really rationalised and guided this whole process. Deeper research into Acorn (2018) and Experian (2017) was also key to target my specific consumer, research that was practiced in Portfolio B to create a logical promotional campaign. In relation to Portfolio A’s promotional plan, it was

coherent, concise and included valuable research into my target consumer, from the likes of Rider (2019), Chan (2019) and Grenman et al. (2019). This research displayed the value wellness has over Instagram users with wellness as a subject interest, our key demographic and the mindful approach I will continue to take forward that wellness is a means of selfpromotion and a way of facing daily life. The organic growth of the brand can already be seen through conversations with brands (see Figure 8, 9, 10 & 11) where TWA is beginning to

Figure 8: Copina Story

Figure 9: Ouai Comment

establish connections with those in the wellness field. This is exciting and displays the worth of the brand and its opportunities to grow.

What would I do differently?

If I were to complete this project again, initially I’m not sure what I would do. After countless tutorials, I added ideas my tutors gave me but in my final feedback I did not get many ways to

Figure 10: Avene Story Repost

Figure 11: Brand Communication

improve, which was challenging. Personally, I think creating some own photography or illustration content would have elevated the platforms, therefore this was implemented in the promotional aesthetics included Portfolio B.

opportunity to enhance my skill set before choosing a career direction, therefore further learning into marketing using CIM was advised by my tutors and hence fulfilled.

I feel working to create a full campaign plan including PR and Creating branded graphics and incorporating own imagery social media was important to my professional development, as where possible, channelled authenticity and DIY culture. For my these are areas I would be interested to pursue after promotional plan, I believe the elements proposed were in line university. Similarly with the magazine creation, I have always with my brand and position. However, changes to Instagram desired to develop my own and so VP2B provided me with the focusing on giveaways rather than AD’s, promote organic growth opportunity to achieve these personal motivations. By with less monetary risk and enhanced engagement. Similar to structuring my promotional deliverables according to my skills stocking our publication in magazine stores; this could advance and targets in the initial planning process, I feel I have exceeded with time, but I feel it is more realistic to hypothetically stock on my own expectations. our channels for now whilst we are still in the introductory stage of growth (see Figure 12). As well as containing our brand attributes to direct selling, a key element of Kevin Kelly’s 1000 true fans theory (no date).

Overall, I think VP2 was a success, achieving a First-Class grade for A and channelling an idea I feel passionate about throughout both. Portfolio A provided me with a strong foundation for the work I produced in Portfolio B, pitching a cohesive campaign for The Well Approach. I have never been more ready to apply my developing skills and find an area of the industry I can contribute into. Portfolio B gave the extra

Figure 12: Product Life Cycle

Critical Path Table 2: Critical Path

Click my critical path to view the Excel document

A critical path was developed from Portfolio A, to track the progression of this project. Using clear mid-unit deadlines meant it was easier to stay on track with activities and when to finish researching and move forward. Using a critical path is crucial in campaign planning, addressing how long tasks will take as opposed to others, providing a structured plan of action. On completion of the project dates were set in which future planning came into place. For example, the curation of TWA Paper Issue 2 and possible expansion to stockists in 2021, alongside the measures to post on Instagram daily and email subscribers on a bi-weekly basis. With these guidelines in place, the growth of The Well Approach can be calculated, and tasks set can be further met.

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IDEAS

My initial ideas for the promotional campaign sits both online and offline. Ideas of a magazine, email campaign, instagram campaign and pr package are addressed in these images and can be developed through statistical information going forward. In this way I can align my experimental design and promotional material ideas with those my target consumer prefers to connect with.

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I love the idea of

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added extras into a PR package like

PR

stickers, postcards tapping into nostalgia 24

I like the simplicity of this design, the colour really pops and adds to the branding

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Making sure the packaging is minimal is important - Including a informative but fun press release is key to brand voice

Victoria from In The Frow (2019) states ‘PR gifting allows me to do so much with my channels and I’m grateful that it exists as a tool to grow my own brand’ and that ‘PR gifting allows me to keep up with current trends, to expand my knowledge, to test out products, to travel and therefore ‘up’ my content game and to also hopefully inspire anyone who chooses to follow me’ displaying the benefits of PR gifting from an influencers perspective. It is important to keep in mind the bad rep of PR gifting due to exessive amounts of packaging. More influencers and journalists are calling out for more environmentally friendly packaging, which I will have to take into consideration (Fashion Law & Business, 2019).

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Micro Influencers: - Take longer to source - Target mutliple influencers - Peer to peer level more authentic - Easier to target

The area of PR most in line with The Well Approach, as stated previously is PR gifting due to the lack of budget for a paid campaign. Working with influencers to target our audience on Instagram, being the key social channel, as 71% of users are aged 13-34 (Newberry, 2019). Additonally, 54% think people like them are extremelty credible (Edelman, 2018) and so influencers are a key means of PR to build brand awareness and produce a successful campaign.

Successful Campaign:

The 4 S filter.

- Creative freedom - Collaboration

SEARCH

SURFACE

- Long-term relationships

Research into the influencers needs,

Understand if this influencer is

- Transparency

aspirations and their motivations to

relevant and if TWA will benefit from

be in the wellness industtry.

them mentioning our PR package,

alongsdie key information.

by reach and resonance.

SCREEN

SELECT

Look deeper into who they have

Make sure my selection is realistic and has

worked with before, the tone of

back up plans for enough influencers to be

voice they posess and whether they

targeted. Be creative with the categories I

keep to legal requirements for

want to be a part of eg. mental health,

adverts and gifting.

wellness, skincare etc.

- Genuine brand fit

Gifting Considerations: - Do they work with competitors?

- Genuine following - Content align with TWA - When would they use the product - Locations - Audience - Past brand work - Aesthetic

#GIFTED

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PR Package Analysis Press Release

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Making the copy engaging, on brand and quirky allows the object to gain its’ own personality and connection to the recipient. Using this on my PR package and on my press release can give me campaign the added desire to open and chat about my brand. Nailing the headline and using media on print ensure increased attention and hence more views, so using graphics similar to Figure 28 will allow this (Prezly, no date).

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SWOT

28 Taking a few PR package images from brands that have a vibrant and

18). Therefore they have opportunity to include this element making each

youthful vibe, I can understand the components to a successful PR package

package unique, similar to Glossier’s Holidays Campaign (see Figure 29).

for my gifting campaign. PIXI uses clever puns in their milk bottle PR

Making sure the inside of the PR package, like Glossier’s is cruicial, images

package, introducing the new milky range to influencers. With information

may not be taken and it might not be shared if it does not meet the

of the release on the side, the need for a press release is redundant but it

expectatons of the influencer. To manage this threat, branded tissue paper

does not include a personal element, that increases engagement (see page

and stickers can be used to enhance the opening experience (see Figure 6).

31: Instagram Story Annotation

Secondary research from users TWA engages with on a daily basis on Instagram. Here are some of the packages they have been sent recently, their views and my critical analysis, to guide our own creation of our PR gifting campaign.

32: Space NK

34: Reebok Press Release

These ideas taken from a brand and influencers Instagram stories and include product imagery to inform and entertain. This Murad press release is highly inspirational, using graphics and product imagery alongside real life examples to engage the reader further. I particularly like the circle graphics and the collage of imagery in the Insta story, I feel it is effective and grabs attention.

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Press Release Ideas

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Looking at content from Instagram and previous industry press releases to help guide my own. Here the Reebox X Gigi Hadid collection (Figure 34) is promoted through an online press release sent via email. Including key campaign imagery, collage and copy to display the key personalities of both the brand, the collaborator and the campaign. Creating a story and telling it through an informal conversation, using rhetorical questions to spark opinion and original thoughts to provide a deeper connection.

EMAIL Email marketing is an important tool when it comes to direct marketing, but these two magazine email newsletters lack is in personalisation.

Personalisation increases open rate by 26% (Campaign Monitor, no date) so ensuring our newsletters grab the readers attention is vital for click throughs to our site. The basic layout of an email needs to be creatively adapted in order to regain attention from readers and make them want to read on or learn more. The aesthetics of this will be challenged throughout to be powered for a young wellness consumer.

SELF MAGAZINE 35

HAPPIFUL MAGAZINE 36

See competitors in brand positioning map in Portfolio A page 27

Using email as a part of the promotional campaign to launch the platform to a wider audience, comes first and foremost the growth of brand awareness. Mullen and Daniels (2009) explain the five types of emails brands send (see Figure 37) where awareness sits above all others. The aim of this campaign is to create awareness of The Well Approach, then the ability to build on this will follow in the future. Using emails to convert into sales (the newspaper for example), persuasion to use the platform and to connect with loyal members of the community.

TWA Brand Awareness

Bringing TWA into the top of the wellness category

Overcome barriers to visit the site

Drive engagement and stimulate interest with new updates

Deepen community relationships

Figure 37: 5 types of email

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THE HAPPY NEWSPAPER 41

Mintel (McGrath, 2019) reports 3 in 10 think men and women’s magazines are bad for mental health, therefore The Happy Newspaper is an amazing concept to combat this, enlghtening the reader on the good things happening in the world.

HAPPIFUL MAGAZINE Happiful have a print and free digitial version of their magazine,

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catering for the 4 in 10 that think print is bad for the enviornment and the 4 in 10 that prefer to read digital (McGrath, 2019). Their wellness style magazine is very interview focused, such like other leaders on the market, Women’s Health or Healthy for example (see Figures 39 & 40)

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Brands creating their own magazines is not uncommon, ASOS magazine was a popular example that gave the shopper more than the online store could provide. Using a magazine to promote the brand will ensure consumers can see, touch and feel the authenticity that is more so evident in paper form than a computer screen. Mintel (McGrath, 2019) explain the decline in magazine circulation due to the range of free content available online. Therefore suggesting to improve sales, the content must be trustworthy and specifically curated. Even though digital content is an obvious competitor 59% read print magazines, therefore the desire is still evident.

MAGAZINE

In a study from Tarkiainen et al. (2009) on internet extensions of magazine brands, they discovered a positive impact on both channels based on consumer loyalty to the parent brand. See examples of companies that do this below. They also asserted, that loyal customers were more so probable to turn into long term members of the print publication. In this case, this study is opposing to The Well Approach, as the online site is the main platform, however as we use our site for more up to date content, similarly to what their online extension would, it gives the opportunity to create long-term content that is more creative, experimental and seasonal. Kickbusch and Payne (2003) also state the increase of wellness in media in the form of magazines and publications.

BREATHE

HAPPIFUL

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INSTA 47

This instagram campaign was a giveaway from a nano influencer in the wellness area on Instagram. The imagery

Looking at campaigns in the magazine

is dark and uninviting - could be improved with a brighter

and beauty industry, this one in

image using a coloured backdrop.

partcular comes across as fun and authentic, using stop motion and B_nd Store uses inspirational campaigns to tease restocks and inform followers on new products, style and influencer imagery. Their target customer is similar to my own, interested in wellbeing and health, therefore this imagery will hence work with my customer too.

49 Ouai launched a new line of shampoo and conditioner for specialist concerns. The photography here works well due to the element of movement, model and lighting.

It is fun, bright and easy to engage with.

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everyday imagery.

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Looking into ways to promote on Instagram, I initially thought AD’s would be the best route. However, as this can build up to be costly, even with a daily budget, as TWA is being funded independantly it would not be cost effective. Looking into ways to promote in other ways on Instagram, giveaways have been known to increase engagement (Phillips, 2020) and are popular with the beauty world. Therefore including a giveaway in a larger instagram campaign posting more frequently, as Balan (2017:687) states there is a strong correlation between number of posts and engagement, will tell a story with our brand about who we are, what we stand for and what we can offer, will be the journey I will take. The giveaway could also run on our Twitter page also, linking Portfolio A deliverables into Portfolio B, as most brands run giveaways on Twitter alongside another platform (PR Newswire, 2015). Not only is increasing followers a main benefit of giveaways, they also increase engagement and promote brand awareness, see example of wellness giveaway below (PR Newswire, 2015).

Increasing Instagram Engagement (Phillips, 2020:online) Host a contest

User Generated Content

Reach out to micro-influencers Tell a story Visually consistent feed Use the right hashtags 51

Create a branded hashtag

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Update on Socials Logo For a while I have been wondering whether my logo is bold enough on socials, needing to be recognisable in a smaller graphical element. Therefore, I develop a few variations of my logo condensed into a circle, to fit for Instagram and Twitter. I felt TWA as an acronym, taken from my main logo was the most attention grabbing, therefore using brand colours, I adapted this to see which scheme fit best.

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I decided with the pink logo, as it stood out more on the Instagram platform due to their white and grey colour scheme, see above where this is in action. I also used this logo to form a story highlight to document the 55

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Instagram stories related to self-isolation in Covid-19 times.

MARKETING TO OUR CONSUMER The current marketing trends for a health and wellness consumer include: cross channel, interactive, personalisation, micro influencers and compelling content (Landers, 2019:online). With this information, a multi-channel campaign across socials and direct mail with personalised emails and gifting to micro influencers could be the answer to getting The Well Approach out into the wellness rehlm. Expanding our audience search and building on consumer relationships (Oderkerken-Schroder et al. 2003). Compelling content on the website with additional blog posts and the magazine can create this need for our expertise and fresh ideas. Also, 61% of Gen Z use facebook (a selection of our target audience group) but as influencers arent widely active on the platform, shifts turn to Instagram - the specified channel for our campaign (Stancliffe, 2020).

59: Cross Channel Marketing Infographic

Health Focus identified 7 benefit platforms to help marketeers when positioning and commuicating health products. These are: prevention, performance, wellness, nuturing, cosmetic, pleasure and natural.

They say a combination of two or more is most compelling for a wellness consumer (Toops, 2006). My consumers are influenced by other consumers, a believer in the VALS scale (see portfolio a page 18) therefore hearing about the brand from an influencer via a gifted pr package would attract my target audience. They also use budgeting apps so they are on track with money and are hence able to spend on reveiwed products or a bi-annual magazine (see pen portrait, Appendix A). This is further backed by Mintel where Social Media and Print are in the top 3 advertising channels (see Figure 60).

MARKETING TO WOMEN 2020

60: Marketing to Women 2020

Nostalgia and Re-enchantment

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Developing on the idea of a publication to promote The Well Approach as a brand as well as an online platform, thinking about a newspaper or tabloid, tapped into the idea of Nostalgia which is popular amongst my target consumer.

Not only does this research reitterate this movement but it can also create a clear reasoning as to why my promotional strategy should include design links to nostalgia.

Well, one could argue that Gen Z and millennials — discontent and wary of the future — yearn for happier times they could trust, a time without outrageous international occurrences or the pressure of pervasive technology. Nostalgia isn’t an escape; it’s a means of staying sane

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(The Tylt, 2020:online)

‘ 61: Spotify

When it comes to re-appropriation, we propose that our conceptualization resonates strongly with other phenomena of nostalgia purely as style (Hartman and Brunk, 2019)

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The essential interplay between product, ritual and aesthetics creates positive moods of belonging and sharing and may increase satisfaction (Hamilton and A. Wagner, 2014)

‘

62: Facebook

’

Marketers are striving for the “commodified authentic”, a “sustained contradiction” that allows consumers to connect “to a range of values roughly aligned with authenticity and yet also to be fully modern” (Outka, 2009)

63: Stranger Things

‘

But nostalgia—or any other emotion—is an entirely human feeling that is yours. Technology may transcend time and space, but emotion rests in those stubborn organic organs, your mind and heart (Choi, 2019:online)

’

INFLUENCERS MACRO

64

Body Confidence

MID-TIER

65

Wellness

66

MACRO

Fitness & Wellness

MID-TIER

67

Fitness & Happiness

Wellness has become a popular content area on social media, therefore looking at wellness influencers is a key avenue to open my brand to. Targeting micro influencers could be a positive avenue to go down as ‘they’re more likely to engage with loyal audiences as opposed to the audiences that huge celebrities with millions of followers might have’ (Stancliffe, 2020:online).

MICRO

68

Self-care & Content

NANO

69

Fitness & Positivity

MICRO

NANO

70

Wellness & Beauty

71

Self-care

Following and engaging with these influencers, I have seen their love for wellness and passion for self-care. Discussing and promoting products is a part of their brand and so their following will be as interested in The Well Approach as an educational platform too. The PR package will provide a relationship between these influencers and my platform with opportunities in the future to collaborate on the site and in the magazine.

As Gen Z are a large portion of my target audience, looking into their habits is key to understanding what type of content they want to consumer and how they want to do this.

1 2 3

Experimental, innovative and risk takers that love to discover new things (Fielding cited in Rodriguez, 2015:32).

They shop digitally, remotley and physically, they’re just constantly looking (Fielding cited in Rodriguez, 2015:32).

Generation Z is hard working, financially savvy and success oriented (Cutts, 2019).

72: VR

73: Magazine Content

Looking at consumers views towards content for the newspaper, Mintel (McGrath, 2019) found that product information was the most valued content , alongside recent news and expert reviews. Wroble (2020) states that happiness, sleep and low impact routines are trends to watch in 2020, and so these can be moulded into recent news areas and issue based product information, highlighting the content the consumer wants to see.

Healthy Magazine Healthy magazine says they were the UK’s no1 bestselling wellbeing magazine, therefore I read and analysed the content to inform my publication. The cover image was inviting, and the free samples were a definite seller to purchase over other magazines in the newsstand.

However, even though the cover image was glossy the inside pages were newspaper style weight and so it did not fit with the initial aesthetic.

Overall I feel the magazine was filled with too may ads, providing excess noise in the

74: Happiful Annotation

publication. Not only making it unattractive but difficult to read.

Happiful Magazine Happiful magazine is another on my radar, one that focuses on mental health and postive wellbeing. Here I have analysed sections of their free online magazine to help develop my own content. The interactive and personal elements will be taken forward most definitely. I could create an online free version of my publication to drive engagement and awareness.

75: Happiful Annotation

76

77: Hearst Body Love Campaign

Hearst magazines have a dedicated health and wellness sector, providing industry insight into the consumer and brands content. They inform us that Health and Wellbeing is at the top of the UK’s priorties, being an important part of daily life. Where TWA taps into these stats (see Figure 78) it is clear a positive audience will jump at the chance to engage with our promotional campaigns.

78: Heart Wellness Stats

Their case studies in this sector; Project Body Love and The Big Cosmopolitan Contraception Survey initiciated positive conversations and challenged big ideas through promotion.

Being honest and boosting confidence was a huge part of both campaigns and in my opinion that is why they were so popular. Taking a positive approach to more in-depth topics will be my inspiration from this for my campaign.

COMPETITORS

Taking a look at one of my key competitors’ promotional methods, found on my brand positioning map from Portfolio A (see page 27 VP2A).

79

80

PR

MAGAZINE 82

PODCAST 81

SHOP

83

EMAIL

Liz Earle Wellbeing is a close competitor of The Well Approach in regards to the wellness market as her target audience is widely different to TWA as we focus on a young emerging wellness consumer as opposed to an older female demographic. Liz Earle’s success can be seen through her promotional channels, as her PR works extremely well to place the brand in media month to month. With similar strategies to my own; Email, Magazine and PR, TWA can take influence from the popularity of these channels but adjust so my consumer would engage with us where they wouldn’t with Liz Earle’s platforms. The similar use of a shop for funding is also mirroring to TWA, but where Liz Earle keeps her products in house, we send our consumers to other sources, keeping our running costs low but gaining funding from this. Where Liz Earle sits higher than TWA, trusted and more well known, it could be proposed our own products (not including our magazine) could start to be produced as we get more popular with our demographic wellness market.

Newspaper Design Involving nostalgia in our campaign, the publication/magazine that will be used to promote The Well Approach will be produced as a newspaper. The Newspaper Club is a company that produces 1+ copies, therefore it will be an appropriate company to use. Wellness services and products are becoming more experimental due to the increase of the market and I feel the newspaper challenges this crowded industry in a way it hasn’t been before (Loewe, 2018).

Environmentally Friendly

Delivery Calculator

Important for our young

- Thinking about fitting the

woke customer that cares

printing into the schedule

for the environment:

on my critical path

- Paper sourced from

- Free UK delivery

responsibly managed forests

- 1-5 Working day delivery

- Printed using 100% green energy - Solar panelled warehouse

85

Design Three different sizes to choose from: - Broadsheet 1+ copies - Tabloid 1+ copies - Mini 1+ copies

84: Newspaper Club

Costing - Cheaper cost as quantity increased - Can work it out for budgeting the PR packages and overall costings

86

87

I love the idea of added extras into

91

a PR package like stickers, postcards tapping into

88

nostalgia.

90

89

I love the use of illustration

92

behind imagery but need to take colour contrast into consideration for readability.

I need to be aware that there will be a split in images if they stretch over a double page spread.

These graphic layouts will inspire my newspaper layout, focusing on illustration and large type. I like the use of bright colour, which will be especially vibrant and effective on newsprint paper, adding grain, texture and a nostaglic aesthetic. Product imagery works well when mixed with illustration, to inform readers on new products in a fun and inviting way.

93: Primary IG Research, see Appendix D

Pitching to my target audience how much they would be willing to pay for a newspaper style magazine, including delivery.

The majority of people said ÂŁ5-7 followed by ÂŁ7-9, this means my magazine needs to come in at under ÂŁ10 with delivery if I want to reach my audience. Moving forward with a digital idea, I could offer a free snippet of the publication to intrigute and persuade consumers to purchase the full paper. Dittmar (2007) suggests a psychological need for purchasing products, therefore we are tapping into this need, as well as ensuring wellness is attainable to our target audience that have a less disposible income (Safian-Demers, 2019).

Wellness Content Discovering content on WGSN Lifestyle (2020) for their up to date wellness trend forecasting. These were the key elements I can use to plan content for TWA magazine. The main achievements of wellness in everyday life are known to be energy, youthful appearence and body health, therefore these trends fit perfectly into this statement (Sacavem and Correia, 2009).

97

94

Wellness boosters and adaptogens are flooding the market, these come with

Informing our consumers

Meditation

96

on our morning routines could help advice and

big price points. TWA could trial and

bring authenticity and

give our top pics so consumers don’t

real life to the brand.

have to break the bank.

Wellness Boosters

Gut Health 101

98

Meditation can be hard to settle into and get

Spirituality

Mindful Mornings

Sexual Wellness

used to, so teaching our readers on easy ways

95

to meditate could be a beneficial topic.

Rituals

Well Tech It takes time to create new habits, but with rituals improving wellbeing they are crucial to keeping a clear head. A habit tracker could help bring these rituals into our consumers daily lives.

Bedtime Routine 99

100

101

Illustration Artist Research

Artist: @af.illustrations

In an effort to produce my own content, as stated in the promotional plan, I have found 2 illustrators with styles I feel could influence my own content for Instagram and the newspaper. I love both content creators styles and feel I could use inspiration from both to create my personal style for TWA. Here I have expanded the illustrators images to try and draw in their style, using Adobe Fresco.

103 Using vibrant colour to manipute images and enhance aesthetics can be used to make images on brand and add to the personality of TWA.

If I can focus on this style of illustration, using other artist’s images then making them my own, it cuts out the need for photography and gives the original photographer credit and exposure to my audience.

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104

Artist: @thecovetco

Further in my research illustrations will be used

Again, looking at another

alongside the development of

illustrator, The Covet Co, to influence

my promotional deliverables, in

my illustration and content style.

particular the magazine and

Lauren focuses on product based illustration as a content creator for a range of brands. These images

Instagram Campaign Plan.

105

directly link with my project as she covers topics of beauty, skincare and wellness that is the backbone of The Well Approach. Adobe Fresco was used again to add to her illustrations and trial her style of drawing. These are more detailed than the previous artist, but I feel I can merge both to create images that will work for my own.

This style is very pleasing to the eye, as some of her illustrations could be mistaken for images, being as detailed as they are. This is a skill I would love to develop as time goes on in my creative career and would like to add to my professional skillset.

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107 110 Ashwagandha, an adaptogen used to relieve anxiety and stress, a new wellness range from Boots.

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108

Crystal graphic to respond to wellness trends of rituals and Night sky graphic to relate to

crystal healing, could be used

bedtime routines seen in WGSN

for content in the magazine.

trends for wellness.

MY ILLUSTRATIONS Using inspiration from these two artists, as well as ideas of my own to start to create illustrations that can be used in the campaign content.

Using vibrancy and shape to elevate the minimal product design. I also used the chemical formula for Squalane in the background (an ingredient in the product) to make the illustration informative and the information credible.

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RATIONALE COVID-19 Due to the outbreak of Coronavirus, changes have been made to the teaching environment and so this will have a significant impact on my portfolio. As all the university buildings are shut, this means photo shoots can not take place, similar to printing and the one to one tutorials I would have benefitted from and so, the promotional plan from Portfolio A will have to change. As a result of this, I have been social distancing and staying safe in my multiple home environments, being out of the city and back in my home town.

The main take away from this campaign is that all promotional materials and plans are now fully hypothetical - focusing on mockups and portraying my mission as on brand as possible. As my campaign relied on printing my newspaper and photographing it for Instagram as part of the social media campaign, the document will be uploaded on submission as normal and newspaper mockups will be created to combat this.

document, which will outline the contents more specifically.

The web page and email newsletters can use the mock up imagery and can be less impacted by these changes.

However, the Instagram campaign imagery will have to be significantly changed. The giveaway may be illustrated to combat the buying and photographing of the product imagery, similar to real-life images of my audience connecting with my newspaper and or products. I can try and complete some of these alone, however a social content plan may be more fitting, using less imagery and more critical direction as to what content would be posted during the campaign.

Similar to this, the PR package will not be able to be created in physical format and so mock ups will be used

Keeping calm and mindful at this time is important, as well as reflection on the changes that have to be made.

Wellness as a topic can be seen used more so in this time and so wellness practice can continue and my platform holds even more purpose to the consumer in this uncertain time. Engaging with my followers on Instagram will continue as normal in order to provide a strong

also, alongside an additonal PR section of the campaign

platform for this unit.

Campaign Timing Due to the positivity and guidance of my campaign, I feel this campaign would work best in Summer. Giving that the hand in date for the unit is the 11th of May, Summer 2020 is a reasonable time frame for the hypothetical date of the launch. Not only has coronovirus impacted the public’s wellbeing, meaning TWA is more so important in this time, providing guidance and wellness activites to keep strong on the inside and out. But, as businesses and events shut and go on hold, wellness festivals or retreats may be cancelled in the Summer. So, where consumers are demanding wellness at this time, TWA can enter the market when it is most needed, tapping into the economic potential of wellness (Suresh, 2010).

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Sweatlife CANCELLED 20th -21st June Run by Lulu Lemon

Women’s Health Live

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CANCELLED 3rd - 5th April This years contributers; Kayla Itinses, Dame Kelly Jones, Katie Piper

Well Fest 6-7th June, London

Wilderness

Host: Davina McCall

30th July - 2nd August

Balance Festival

Mix of music, talks, studio

POSTPONED

sessions, yoga, workshops,

Live cooking, bootcamps,

massage, walks & games.

talks, meditation.

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Kevin Kelly 1000 True Fans

Culture of Consumption

Creating a community means gathering a group of The Well Approach fans that will continue to engage, communicate and be an ambassador for our brand. Kevin Kelly states with a true fan you can gain $100 profit from each, so with 1000 true fans you can generate enough money to live comfortably and grow your business. He ensures having a direct relationship with your customer, making sure they pay direct to your site, cuts out the middle men and hence you produce more profit. If your business cannot sell $100 of product to one consumer, 2000 true fans at $50 profit each would have the same result. For 1 true fan you may have 1 or 2 regular fans which also generate engagement

CCT theories involve consumers attaining a particular lifestyle through consumption and creating a meaningful life. Through consumer tribes, TWA being a wellness tribe, CCT can be seen through legitimacy, shared rituals to become reacurring members of the site.

Relating CCT to social content, if a post provokes a postive expereince, consumers are more liekly to share this on social media (Gingiss, 2019). This can assert that the relationship between brands and their audience is crucial, maintaining a human conversation and creating a postive connection to enhance brand communications.

WHAT CAN I DO

and profit, therefore this framework is an alternative path to success. Maintaining customers, increasing their loyalty to your brand will create a genuine true appreciation for whatever product or service you acquire.

1. Direct selling of our product to audience e.g promotional newspaper.

2. Engaging with those that keep returning to my site and Instagram.

1. Create a personal connection to the community with an interactive Instagram story that they can share.

2. Begin to show human conversation, make my face a part fo the brand so they can connect more so.

3. Creating shareable blog posts on the site to enhance positive conversation, as well as in the promotional newspaper.

4. Keep the ‘club’ aspect of TWA evident throughout campaign to ensure they feel part of a tribe.

THEORIES

CA

AI P M

GN

OP

DE

L VE

T

N ME

Figure 115: Creative Direction Moodboard

A moodboard to display the creative direction of the campaign.

TWA PAPER

Using masking tape imagery to form collage and scrapbook style editions to the paper.

Ideas to help form the design of the publication and other campaign imagery.

A designated page could be created for our contributers with small imagery as to the work they have produced.

Making backgrounds transparent for the opportunity to illustrate behind or apply as a piece to a large collage.

Including a mix of graphical elements and illustration to form a personality driven type to be used throughout, in random form but in keeping with the branding and colour scheme.

Using product imagery already online from retailers to discuss and inform readers on their benefits to form our own collated range of products we trust.

Figure 116: Magazine Moodboard

Magazine Moodboard Taken from Vogue, Dazed and iD Magazine.

Newspaper Content Planning Title Page

Initial pages to introduce the magazine and get to know the brand and the face behind it.

Focus on morning led content, reviews from The Well Club and articles.

Letter from the editor

Contents

Contributors

Who we are

Reviews

Reviews

Mindful Mornings

Mindful Mornings

Booksellers guide to selfcare reads

Booksellers guide to selfcare reads

Flow at home

Flow at home

SPF article

Beginners guide to

Beginners guide to crystal healing

crystal healing

Further articles on current trends e.g. crystal healing, social distancing and edible beauty.

Double page illustration to take out of newspaper, as well as fitness wellbeing content.

Sexual wellbeing piece as well as the first spotlight on... brand feature, with collage pages for DIY aesthetic.

Social distancing article

Social distancing article

Edible Beauty

Outdoor workout

Fitness products we love

Face workout

Spotlight on...

Spotlight on...

Fitness Fits

Seasonal skin food

Power over periods

Power over periods

Eco summer fashion

Eco summer fashion

Another fashion segment, spotlight on and our TWA hero products.

Changing into night time content, like bedtime routine, adaptogen hot chocolate and meditation.

Activity pages at the back of the newspaper to give that interactive feel.

Spotlight on...

TWA Approved hero products

Recent wellness news

Meditation 101

Ashwagandha Hot Choc Recipe

Bedtime Routine

Bedtime Routine

Lust List

Lust List

Activities

Mindful colouring

Habit Tracker

Back cover

52 pages

Wellness Wordsearch

TITLE

Aspellorpos ducium nonsequo velis ipsandes nobis dolupta que eos amus sust dolorpo rerchil id quae sunt d

TITLE Aspellorpos ducium nonsequo velis ipsandes nobis dolupta que eos amus sust dolorpo rerchil id quae sunt d

Aspellorpos ducium nonsequo velis ipsandes nobis dolupta que eos amus sust dolorpo rerchil id quae sunt d

Aspellorpos ducium nonsequo velis ipsandes nobis dolupta que eos amus sust dolorpo rerchil id quae sunt d

Aspellorpos dolupta que eos pos dolupta que eos

Aspellorpos dolupta que eos pos dolupta que eos

Aspellorpos dolupta que eos pos dolupta que eos

Aspellorpos dolupta que eos pos dolupta que eos Aspellorpos dolupta que eos pos dolupta que eos

Aspellorpos dolupta que eos pos dolupta que eos

Newspaper Page Layouts

TITLE Aspellorpos ducium nonsequo velis ipsandes nobis dolupta que eos amus sust dolorpo rerchil id quae sunt d

TITLE RUNS ACROSS DOUBLE PAGE SPREAD

Aspellorpos ducium nonsequo

velis ipssust dolorpo rerchil id quae sunt d

Using inspiration from my creative direction moodboard and previous magazine research to create my own templates to form the newspaper layout. I feel that imagery needs to be on a large scale for a magazine as well as the experimentation of large type faces too. Using these layouts the newspaper can stay consistent but with alternations will be more creative, interesting and keep the reader engaged.

CONTENT For the newspaper, I thought it would be a good idea to have a few contributers to the Issue, to provide more than my own opinion. Here I have the work sent over from Lydia Jackson, an English student and Bookseller, showing us her favourite self-care picks.

Lydia talks about her favourite reads in this category, from self-help, mental health, sexual wellbeing and personal growth.

Her selection is varied for our consumer and will target our chosen market by adding books that channel nostalgia, relevant topics and frank advice.

Figure 117: Bookseller Content

I also asked a Manchester based skincare brand, relatively new on the market, if they would be interested in doing an interview for the TWA paper. They were more than happy to be a part of the magazine, which was a great boost for me. It seemed like a great plan to be able to work with a local brand as The Well Approach and get my name out there into the professional world.

120

121

Figure 118: ede IG message

Figure 119: ede IG message 2

When Eve sent me her answers, I inputted this into the layout I created, fitting in with the same style maintained throughout, but with changes of colour to fit with her branding.

I asked my friend, Rebekah, who is a fitness enthusiast to create a workout routine for my newspaper. She created an outdoor circuit for our summer issue, see below.

I drew illustrations to show the moves 123

as we were not able to take pictures due to the current climate. They show the moves as clear as possible.

124

125

I also included a mini product section, similar to the other pages, as a way to shop what she recommends and what might help in home workouts.

Figure 122: Body Circuit

126

127

The newspaper development begins. I created a fresh and fun

The first segment I developed was Lydia’s bookseller picks.

front cover with colours and a

When deciding on the style of

design that looks youthful and will

the magazine I stuck to brand

work well with a newspaper print.

colours and added the cover

Including all logos to do with my

imagery to make it more

brand.

128

interesting and relateable. Lydia

129

spoke in a youthful tone with

I continued the gradient style

clever ideas my audience would

graphics throughout starting

connect to.

with the contents page. Under

131

each heading I made sure to use colloquial copy to intoduce the 132

content, imagery was also used to connect to the articles. As I have contributors of the

130

newspaper, I decided to add profiles in to again enhance

An editors letter is a common part of a publication

human touch.

and one that gives a sense of personality and make the consumer connect more so to a face rather than an idea. I used this to showcase my own opinions on

I added an about the brand page, so

products, introduce the newspaper and add a

consumers who have just found the magazine

signature for a personal touch.

would be linked back to our original platforms online and on social media.

133

134

136

Using graphics that are fun and linking with the article content. For example this one on SPF and suncream.

135

Using star ratings and speech bubbles to add personality to our reviews. This way the reader can clearly see who, why and what the product in question is.

Always linking back to the Instagram or our online platform, as a contant means of promoting within our promotional material

139

Keeping the Due to coronavirus I have had to use found imagery instead,

gradient graphic

as I would not be able to produce work I was proud of on my

throughout.

Using more Unsplash imagery to fit with the

own. Using unsplash I have used images that link with the

content.

subject article to create a highly professional output.

138 I used graphical and font research to design my own style for some pieces in the newspaper. Here I experimented with letters on a path as well as mixing up brand colours.

140

137

Figure 143: Bedtime Collage

Figure 141: Seasonal Collage

Collage for SPF Collage for face workout

Collage for bedtime routine Collage for seasonal skin food

Figure 142: Skin Collage

Figure 144: SPF Collage

As I couldn’t take any photography for this campaign due to Covid-19, in particular the newspaper, I decided to give collaging a whirl as I enjoyed it in second year. I created 4 themed collages to go throughout my publication, as well as on Instagram for the use of phone wallpapers to screenshot and backgrounds for Instagram stories. I tried different transparency and mixing up styles of media to produce these digitally and I’m over the moon with the result.

Figure 145: DP Spread Collage

Centre double page spread made to be a pull out poster for our customers. I used the same collage technique, added mini summery illustrations and the same font graphics as our branding for a summer style quote.

146

148

147

Changing colour schemes for the basis of articles and adding in my own illustrations. See below where

On our hero product page, I included an

I used current news to link my consumers to other

adapted logo for TWA approved products

articles surrounding new wellness topics.

to keep it on brand. I think this could work as a stamp or a graphical element on our

149

Instagram when we showcase new products.

Adding magazine style elements, like this fashion feature with product names and prices to bring a fashion element to the newspaper.

152

150 Changing the colour scheme to fit the topic of

I keep using the QR code to direct readers straight back to

night time and be

my site as a means to connect this promotional material i.e.

in line with this

the newspaper, to our platform. This then has direct links to

sections collage.

the shop where the customers can shop products with direct links to the site (using affiliate links).

151

Figure 153: This or That Template

Figure 154: Skincare Template

Figure 155: Gratitude Template

Creating interactive elements to the activity section of the newspaper that also can be used on our Instagram page as a way of promoting our brand in our Instagram campaign. See the development of the campaign (see page 84) for more information on these templates.

160 157 Using online sites to help create the wordsearch and crossword, then turning it into our own design.

Using an image of my own to trace around and make a mindful colouring in page with products we endorse.

156 158 The crossword links to all the

Signing off the newspaper with QR codes again to our

information the newspaper has given

platforms as a means of promoting them as a final push,

the reader, to make further links and

with added personal comments to create a connection

understanding of the topics.

with the reader.

The activity section of the newspaper 159

was important to keep tuning into the idea of nostalgia that is so important to our consumer.

161

Final Newspaper Mockups

Figure 162: Front and Back Cover

Figure 164: SPF Spread

Figure 163: Inside Cover

Figure 165: Workout Spread

EMAIL

167

Email Sign Up

Figure 166: Email Pop Up

Background opacity

Form detail

Using the same colour as our branding for a background to keep the

The detail on the form includes name and email, in order to

pop up separate and in contrast with the site behind.

personalise emails to enhance click through rate and even opening the email.

Subscription pop up

Use of own graphics

Making the subscription box pop up as an animation to prompt

Using The Well Club logo as a repeating pattern graphic for behind

users to sign up. This way they don’t have to search the site for sign

the email pop up. Keeping it on brand and in line with the design,

up links, instead it pops up everytime you enter the site.

as well as the idea of being a part of the community.

Figure 168: Test Email

Email Newsletter Creation Making the newsletters for the campaign was done via Wix, the host of our online platform. Using a basic template I made, I can adapt each email for it’s specific purpose.

169

An important element that needed considering in the email

This was a test sent to my email, showing how it would look

newsletters was personalisation. Previous research shows this

on desktop. I love the outcome of this and will use this email

improves click-through rate and likelihood of reading (see page).

in situe in a mockup for my campaign plan document.

Using their first name I can add in elements that will change per reader.

171

Using links on the email newsletter to direct viewers to my platform, Instagram and Twitter. Key imagery from my Instagram and newspaper mockups were used to allow our aesthetic to shine through.

Figure 170: WIX Email Development

These are the final mockups for the campaign document, using the email sent to desktop and mobile as well as the email viewed online. Each image is a link to view the email on a larger readable scale.

Figure 172: Email Mockup

Figure 173: Email Newsletters

Final Email Mockups

PR

TARGET INFLUENCER CHOICES Taking note of previous research (see page 15) and targeting mostly Micro and Nano influencers in the wellness and self-care area. See a more detailed evaluation of these influencers in my Campaign Plan Document.

174

MICRO

175

NANO

176

NANO

177

NANO

178

NANO

Bronte, all about self-care,

Sam, posts exclusively about

Danielle had a larger

Fani is a key nano

Happy Glowy Skin, followed

positivity, female guidance

wellness and life living in the

following on her old account,

influencer in this area, a

by key skincare brands with

and fitness. Also in Gen Z

UK. Followed by

focuses on meditation and

writer for beauty and lifestyle

self-care valued utmost.

category, with most of

Aromatherapy brand

spirituality with key engaged

brands, blogging about the

Educated and in our age

followers graduate age. Very

Tisserand UK. Very real and

following. She would be

latest releases, her following

demographic she shares her

established and engages with

relateable content.

great to work with in the

would be interested in our

love for products with her

future.

community.

followers daily.

brands often.

179

NANO

180

NANO

181

NANO

182

MICRO

183

MICRO

Nottingham based with a

Writer, skincare coach and

Focused more on skincare,

Jasmine has been featured in

Based on wellness, Healing

smaller following, Kasey is

beauty editor, Grace, is the

Fiona’s feed is fresh and

the latest issue of

Broadway has a large

located near TWA and shares

perfect influencer to target

in line with the brands we

Cosmopolitan as a

following and is based in

her love for beauty products

for this campaign. She

feature on our Instagram and

‘skinfluencer’, a new style of

the UK. Telling her followers

via posts and IGTV’s. Stating

regularly engages with her

site. Products may cross over

influencer popular online.

about her recommendations

she is PR friendly with an

followers about new products

her channel with our

She shares her

and inspirations, I feel she

newspaper and so I feel she

blogger mail, favourites,

would be a good fit for the

unboxing highlight and fitting and brand, as well as working in with the demographic, it

for Beauty Bay, a key

would enjoy the element of

skincare and recipes with her

content of the magazine and

would open our brand up to

company in wellness

nostalgia as well as a aligned

large following of 15.9k.

would be interested in

likeminded people.

ecommerce.

brand aesthetic.

following the brand.

noissue

noissue provides an eco-friendly alternative to packaging, with multiple branded attributes. This service makes it easy to create all I need for my PR gifting campaign and for the packaging for the newspaper sales. The stickers and tissue can be branded but the eco mailer is as standard. It does provide a good message on the outer packaging though, and is in line with our brand voice.

185

186

Stickers

187

Tissue

Mailer

As the starter bundle only comes with 250 stickers, I will be needing more to add into the parcel for the customer/influencers own use.

For a cheaper alternative, I looked into digitalprinting that can offer stickers solely for reduced price. This way the packaging can be in line and the added extras will be a lesser but not signifantly different quality.

Figure 184: Starter Bundle

Figure 188: Sticker Cost

Figure 189: Press Release

Press Release Development Using the same branding and graphical elements as my website and newspaper, I created a press release that not only looked like a TWA product but one that was informative. Using The Well Club stickers to push the ‘Join the Club’ statement of this campaign, and wording used on the site, it links all my platforms together. I also included script writiting to be more personal, similar to my signature on the editors letter. Using images of the site, instagram and newspaper it links all the elemtns of the PR campaign together.

Discussing the ethos behind the brand, what they can expect from the newspaper, push to sign up for the email newsletter and QR codes for direct links, I feel this press release meets the overall objectives to inform and guide the viewer to our platforms and other sections of the campaign.

We would use digitalprinting.com for our Press Release printing. Using recycled uncoated paper for that rough feel and eco element on strong durable card.

190

Card Stock

191

Pricing Figure 192: Press Release Mockup

PR Package Mockup Using the elements from the noissue bundle, I have created a tissue paper and sticker set mockup to be used for packaging, plus multiple stickers for the influencers own use. Using these I can form an understand of what the whole PR gift would look like, keeping it on brand and in line with our aesthetic.

Figure 193: Tissue Paper Mockup

Figure 196: TWA Sticker

Figure 194: Press Release

Figure 197: TWC Sticker

Figure 198: Mailer

Figure 195: PR Mockup

Figure 199: Folded paper

Final PR Mockup Would also be used for packing TWA paper sales.

Figure 200: Final PR Mockup

INSTAGRAM

Figure 202: CIM Plan

CIM: Social Media Campaign Using the CIM guide and social media planning template to prepare for the Instagram content calendar and mockup posts.

Instagram: Posting regular with wellness updates, not much own content Twitter: Reposting wellness news, updating followers on new site developments e.g. blog posts

Followers, engagement, likes, comments, sign ups Instagram Analytics

Posting around 5x per week, grid

WIX Website Analytics

template, post current news on stories

Increase following on Instagram (using smart objectives) Increase engagement Gain sign ups to newsletter and site members Daily posting,

Not sharing much

strategic content,

own content,

content plan,

followers come

weekly catchups,

to catch up on

personal stories,

wellness news,

teasers, chatting

doesn’t come

in the comments,

across as much as

encouragement to

Gain more interactions and following,

a community as I

join The Well Club

connect with the consumer personally

would like.

Figure 201: CIM Chart

- Gen Z/Milennial Female; student, graduate, junior level - Wellness/skincare/fitness/selfcare = all content included - Low price products - No bull advice - Real reviews - Will gain following from giveaway, influencers and through organic growth and targeted hashtags

203

204

- Need a face to connect to = stories, IGTV, proposed shoot, real life content, members photography - Need more daily content = varied for different areas in wellness - Light-hearted content

- Varied content via content calendar, ensure consistent content - IG highlights separate different areas of wellness

- Proposed shoot (real life photography) - Schedule drafts when new products and releases go live - Focus on current live content - Answer comments and engage with following daily

- Instagram analytics - WIX website analytics

- TWA Paper launch - Email newsletter starting weekly - Summer 2020 content focus Focus on acquire and engage, Gaining new followers through PR and giveaway and connecting with previous following via IG stories. Instagram will be the main channel, Twitter will just be used to repost content. Want to remove barrier to signing up online.

Under ÂŁ100, focus is on organic growth through engaging content, giveaway will be only cost.

205

206

207

208

209

210

IG Templates As the Instagram content has been building up since Portfolio A hand in, due to the consistent posting for our promotional campaign, brand awareness mediums have already been put into place. During lockdown, IG story templates were used to stay connected to friends and followers and offer a sense of interactivity. As previously seen, I created 3 of these for my publication that could also be used on Instagram - here are some of the follower reposts of these.

Figure 211: Content Calendar

Content Calendar The content calendars for May and June take the key elements of our brand and put them into digestable daily content for our consumers. You will see both have a consistent plan, with weekly themed uploaded happening on the same days, and bi-weekly content too.

The CIM guide showed consistency was key, as well as maintaining a brand voice throughout. With the added giveaway and newspaper launch, there will be hype around the brand and consequently I am that the following would increase rapidly due to this.

Keeping followers engaged was an important focus after this point, not allowing them to lose interest. Therefore, getting them to contribute to our Instagram for the chance to be featured and continually sharing reviews from the site, aims to combat this.

This calendar can be seen on campaign document submitted.

There is a few free boxes to ensure I would have room to post spontaneously surrounding an important update or new release, keeping current with the market always.

Figure 212: Giveaway mockup

Figure 213: Giveaway collage

Giveaway Giveaway post for Instagram. Uses collage media to provide an accurate representation of what the winner would recieve in a DIY format. The giveaway terms are important for the expansion and popularity of this giveaway that would result in gaining brand exposure, new followers, and members on our online platform.

214

215

216

217

Instagram mockups for teasers of TWA Paper launch. The newspaper mockups I created were used to give that nostalgic and human touch feel in a digital format. Our branding and colour scheme was also used for background imagery. See profile mockup that shows the three posts working together across my grid.

218

219

220

Mockups of Instagram posts in line with content calendar plan. These posts use secondary images as we were not able to do a photoshoot of our own, therefore they give across the best possible brand aesthetic which the our own photoshoot would look like.

Figure 221: IG Story Mockups

Instagram story mockups to promote new blog posts on the online platform, becoming a member on the site and leaving a review. These stories can be changed as templates when new blog posts are live and using different text and graphics when trying to gain new members of the club.

WEB PAGE

Webpage Development Used to promote the paper and house the sales.

Keeping in line with the same aesthetic as my online platform, I added a specific TWA Paper

Adding a sneak preview in to

page for this campaign.

entice readers and persuade them to purchase the full publication. Using the newspaper mock up as a key

Using the newspaper mockups

graphic.

to create a collage displaying the newspaper style publication this would be. Including sticker graphics too.

Adjusting the price for the digital download for those who do not want a physical copy, as they do not need postage or

Listing the brands I have used

printing costs added on top.

product imagery from, as well as the imagery I used from Unsplash and Pinterest. To credit the original souces.

Figure 222: Webpage Development

Figure 223: Webpage Mockup

Webpage Mockup Desktop and Mobile version.

The web page can be viewed via the Campaign Plan document.

CAMPAIGN DOC

Adding all these elements into a campaign plan to easily tell the promotional story. Click to view the document below or find the PDF in the area I submitted.

Figure 224: Campaign Plan

Consumer Feedback To ensure the accuracy of the promotional campaign for The Well Approach, I gave a number of consumers in my target audience group the campaign plan. Gathering this primary research was crucial to gain another perspective of the work I created to further back and solidify the reasoning behind my ideas (see Appendix E)

Consumer 1 The Well Approach campaign is amazing! I’ve never seen a huge consumer of wellness products or that engaged with the industry but this brand is definitely something that excites me and I’d want to get involved in. I particularly love the paper, especially being able to get hold of a physical copy which is very nostalgic but also becomes a collectable as more issues are released. I’m always on Instagram so their profile is definitely something I’ll keep up-to-date with. Overall, I really love the personable feel of the brand and how you feel that you can trust their opinion as if they’re a friend.

Consumer 2 TWA is an engaging campaign which encourages its readers to consider wellness in a more approachable and accessible way, through both its relaxed tone and community-orientated feel. The campaign also combines inclusivity with convenience, as it is possible for people to access the content from their preferred platform. I also believe TWA stays relevant through its commitment to current trends, whilst maintaining its originality.

Consumer 3 TWA campaign is creative, accessible, and inclusive. It creates a sense of community immediately, and allows for ease of access across its various different platforms. I appreciate the fact it’s possible to engage, either quickly and casually (via instagram or email updates) or equally, more comprehensively through its newspaper. The tone sustains its informality and personality, without compromising on authority and confidence of subject.

The entire campaign feels conscious of current trends and engagement, but remains a refreshingly unique take on wellness.

Consumer 4 The Well Approach’s campaign shows a clear understanding of the current wellness market, adopting a creative approach to interact with its audience through a variety of platforms. Given the amount of content that is exclusively online nowadays, I appreciate the campaign’s clever return to more traditional methods of media through their newspaper. Through this approach I am reminded of one of TWA’s key messages: down time (i.e. sans the blue light of a screen) is fundamental to wellness.

Engaging with their audience outside the digital world shows that TWA practices what it preaches, giving their audience the chance to consume their content even if they’re offline.

The overall message from these views are highly postive, reiterating the feelings I hold myself towards this project. It is interesting to find that this campaign does fill a gap in the market, as proposed and the overall theme of community and ‘joining The Well Club’ is present. Our key theme of nostalgia was referred to, in reference to the paper. This meets our aim of providing this need to an audience that demands it. The tone of voice of TWA shines through in the campaign as seen mirroring it’s personality.

overall I feel extremely proud of this project and promotional campaign. I think Portfolio A seamlessly guided Portfolio B to mirror and expand upon my unique platform. The promotional campaign uses clear aspects guided from the CIM guides and PR lectures that took place and even though this is a hypothetical campaign, I really believe I would see overwhelming results. I plan to continue with The Well Approach after submission, so please consider the date of posts on the Instagram account. Some of these elements created will be used to build TWA as a brand and I hope there is a future for the work I have produced.

APPENDIX

As a part of a younger group of wellness consumers, my target customer is female, strong minded and interested in living well. Living in the UK where the wellness trend is uprising, she cares for herself in a mindful way, trialing the new trends in wellness with her like-minded friends. A student or graduate, Appendix A: Pen Portrait (see Portfolio A for image references)

under 30; who values happiness utmost, she needs a platform that can advise, educate and entertain using issues surrounding wellness. Her spending habits are sensible, looking at reviews before buying and uses clever budgeting to fuel her lifestyle whilst saving for the future.

Appendix B: Porters Wheel of Competitive Strategy

Appendix C: PESO Model

Porter, M (1980) Competitive Strategy: Techniques for advertising

Spinsucks. (2020) PESO Model. [Online Image] [Accessed on 6th May

Industries and Competitors, New York, Free Press.

2020] https://spinsucks.com/communication/paid-media-peso-model/

Appendix D: Primary Instagram Research

Appendix E: Consumer Feedback

Primary survey made with poll tool on Instagram Stories on personal

Original messages showing consumer feeback.

Instagram account.

158 Views

Consumer 1

Consumer 2

30 Answers

Consumer 3

Consumer 4

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408-424. https://doi-org.mmu.idm.oclc.org/10.1108/10662240910981371 The Tylt. (2020) Young at Heart – Gen Z and millennials are proud of their nostalgia. Medium. [Online] [Accessed on 5th May 2020] https://medium.com/@ TheTylt/young-at-heart-gen-z-and-millennials-are-proud-of-their-nostalgia-e46ed49e048 Toops, D. (2006, March). Selling wellness to consumers: multi-dimensional marketing provides the healthiest fit. Food Processing. 67(3) pp. 66. https://linkgale-com.mmu.idm.oclc.org/apps/doc/A144295827/ITOF?u=mmucal5&sid=ITOF&xid=254d2a52 Varga, C. (2020) 20 Trends for the 2020s. WGSN. [Online] [Accessed on 5th February 2020] https://www-wgsn-com.mmu.idm.oclc.org/content/board_viewer/#/85755/page/4 Well Fest. (2020) [Online] [Accessed on 5th May 2020] https://wellfestuk.com/ WGSN. (2020) WGSN Lifestyle. [Online] [Accessed on 5th May 2020] https://www-wgsn-com.mmu.idm.oclc.org/li Wilderness Festival. (2020) [Online] [Accessed on 5th May 2020] https://www.wildernessfestival.com/ Wroble, A. (2020) Wellness trends to watch in 2020. Mintel. [Online] [Accessed on 5th May 2020] https://reports-mintel-com.mmu.idm.oclc.org/display/998372/?fromSearch=%3Ffreetext%3Dwellness%2520consumer Zaborowski, G. (2020) Marketing to Women – March 2020. Mintel. [Online] [Accessed on 5th May 2020] https://reports-mintel-com.mmu.idm.oclc.org/display/987934/?fromSearch=%3Ffreetext%3Dmarketing%2520to%2520women

Portfolio B Figures 1: Azzadina, I., Huda, A N., Sianipar, C P M. (2012) Understanding Relationship between Personality Types, Marketing-mix Factors and Purchasing Decisions.

Procedia – Social and Behavioral Sciences. 65, pp.352-357 2: Hopkins, K. (2020) Customer Bullseye.

3: Hopkins, K. (2020) Email Subscription.

4: Bluecore Marketing. (no date) Preferred Brand Communications. [Online Image] [Accessed on 25th March 2020] https://www.bluecore.com/blog/do-millennials-use-email/ 5: Hopkins, K. (2020) QR Code.

6: Hopkins, K. (2020) Branded Materials.

7: Hopkins, K. (2020) Future Growth.

8, 9, 10, 11: The Well Approach. (2020) Instagram. [Online] [Accessed on 5th May 2020] www.instagram.com/thewellapproach 12: Hopkins, K. (2020) Product Life Cycle.

13: The Happy Bag Co. (no date) Clear Happy Plant Bag. [Online Image] [Accessed on 6th May 2020] https://thehappybagco.com/products/clear-happy-plantbag 14: Milled. (no date) High Kick. [Online Image] [Accessed on 6th May 2020] https://milled.com/shopbando/work-it-out-work-it-out-J1m4ZyjHYoubZXXe

15 & 16: The Newspaper Club. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] www.instagram.com/thenewspaperclub 17: Lumi. (no date) The Smartest Way to Manage Packaging. [Online Image] [Accessed on 6th May 2020] https://www.lumi.com/ 18: Dribble. (2019) Prioritizing Digital Design Before Dev. [Online Image] [Accessed on 6th May 2020] https://dribbble.com/shots/7166228-Prioritizing-Design-Before-Dev 19: LMNOP Creative. (no date) The Baking Supply Co. [Online Image] [Accessed on 6th May 2020] https://www.lmnopcreative.com/projects/the-baking-supply-co/ 20: Mint Lane. (no date) Good Thanks Media. [Online Image] [Accessed on 6th May 2020] https://www.mintlanestudio.com/folio/goodthanks 21: Pure Wow. (2018) Vitamins. [Online Image] [Accessed on 6th May 2020] https://www.purewow.com/wellness/ritual-womens-multivitamin-review 22: noissue. (2020) noissue tissue. [Online Image] [Accessed on 5th May 2020] www.noissue.com 23: haveanicedayy_. (2018) Instagram. [Online Image] [Accessed on 6th May 2020] https://www.instagram.com/p/Bpz7QqBgiLi/ 24: Cat’s Daily Living. (2018) The Best of Charlotte Tilbury Makeup. [Online Image] [Accessed on 6th May 2020] http://www.catsdailyliving.com/the-best-ofcharlotte-tilbury-makeup-unboxing-a-pr-package/ 25: romycollective. (2019) Instagram. [Online Image] [Accessed on 6th May 2020] https://www.instagram.com/romycollective/p/BwC_4nHn4es/ 26: Margarida Borges. (2013) Sita Murt SS 2013 Press Release. Behance. [Online Image] [Accessed on 6th May 2020] https://www.behance.net/gallery/9680353/ Sita-Murt-SS-2013-Press-Release 27: PIXI. (no date) PR Package. Pinterest. [Online Image] [Accessed on 6th May 2020] https://www.pinterest.co.uk/pin/369295238196479707/ 28: Sf Girl. (2017) Marketing with Moo. [Online Image] [Accessed on 6th May 2020] https://www.sfgirlbybay.com/2017/09/27/marketing-with-moo/

29: Glossier. (no date) Happy Holidays. Pinterest. [Online Image] [Accessed on 6th May 2020] https://www.pinterest.co.uk/pin/369295238196479720/ 30: Bockmaster. (no date) Tissue Paper. [Online Image] [Accessed on 6th May 2020] https://www.bockmaster.com/ 31: Hopkins, K. (2020) Instagram story annotation.

-The Tonik. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] www.instagram.com/thetonik -The Coven Girl Gang. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] www.instagram.com/thecovengirlgang -Summer Fridays. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] www.instagram.com/summerfridays 32: Space NK. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] www.instagram.com/spacenk 33: Skincare Standard. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] www.instagram.com/skincarestandard 34: Prezly. (no date) Reebok Press Release. [Online Image] [Accessed on 5th May 2020] https://www.prezly.com/press-release-examples 35: Self. (2020) Self Magazine Newsletter. [Email] 36: Happiful. (2020) Happiful Newsletter. [Email] 37: Mullen, J & Daniels, D. (2009) Email Marketing. Wiley Publishing Inc: Indianapolis, Indiana.

38: Happiful. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] www.instagram.com/happiful_magazine 39: Pocket Mag. (2020) Women’s Health Magazine. [Online Image] [Accessed on 5th May 2020] https://pocketmags.com/ca/womens-health-magazine/jan2020 40: iSubscribe. (2020) Healthy Magazine. [Online Image] [Accessed on 5th May 2020] https://www.isubscribe.co.uk/Healthy-Magazine-Subscription.cfm 41: The Happy Newspaper. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] www.instagram.com/thehappynewspaper

42: Breathe. (2020) Breathe Webpage. [Online] [Accessed on 5th May 2020] https://www.breathemagazine.com/ 43: Breathe. (2020) Breathe Magazine. [Online Image] [Accessed on 5th May 2020] https://www.breathemagazine.com/ 44: Happiful. (2020) Happiful Webpage. [Online] [Accessed on 5th May 2020] https://happiful.com/ 45: Happiful. (2020) Magazine. [Online Image] [Accessed on 5th May 2020 ] https://happiful.com/ 46: Fani Breakeven. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/fani_breakeven/?hl=en 47 & 48: Your Social Team. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/yoursocialteam/?hl=en 49: Ouai. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/theouai/?hl=en 50: B_nd Store. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/b_ndstore/?hl=en 51: Hanx. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/hanxofficial/?hl=en 52: The Well Approach. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] www.instagram.com/thewellapproach 53: Hopkins, K. (2020) New social logo.

54: Hopkins, K. (2020) Social logo 1.

55: Hopkins, K. (2020) Social logo 2.

56: Hopkins, K. (2020) Social logo 3.

57: Hopkins, K. (2020) Updated Instagram.

58: Hopkins, K. (2020) Updated Twitter.

59: Hopkins, K. (2020) Cross channel marketing infographic.

Images in Infographic -The Well Approach. (2020) Instagram. [Online] [Accessed on 5th May 2020] www.instagram.com/thewellapproach -The Well Approach. (2020) Webpage. [Online] [Accessed on 6th May 2020] www.thewellapproach.wixsite.com/online -Bando. (no date) Email Newsletter. [Email] -The Newspaper Club. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] www.instagram.com/thenewspaperclub -noissue. (2020) noissue tissue. [Online Image] [Accessed on 5th May 2020] www.noissue.com 60: Zaborowski, G. (2020) Marketing to Women – March 2020. Mintel. [Online] [Accessed on 5th May 2020] https://reports-mintel-com.mmu.idm.oclc.org/display/987934/?fromSearch=%3Ffreetext%3Dmarketing%2520to%2520women 61: The Drum. (2020) Spotify. [Online Image] [Accessed on 5th May 2020] https://www.thedrum.com/news/2019/09/17/ads-we-spotifys-quirky-ads-get-80sand-90s-nostalgic-while-aging-appropriately 62: The Shelf. (2019) Facebook. [Online Image] [Accessed on 5th May 2020] https://www.theshelf.com/the-blog/nostalgia-marketing 63: BBG&D. (2019) Stranger Things. [Online Image] [Accessed on 5th May 2020] https://bbggadv.com/stranger-things-its-nostalgia-marketing-all-over-again/ 64: Chessie King. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/chessiekingg/?hl=en 65: London Paleo Girl. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/londonpaleogirl/?hl=en 66: Alice Living. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/aliceliveing/?hl=en 67: Carly Rowena. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/carlyrowena/?hl=en 68: The Covet Co. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/thecovetco/?hl=en

69: Life With Mehna. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/lifewithmehna/?hl=en 70: Fani Breakeven. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/fani_breakeven/?hl=en 71: Bronte King. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/brontekingg/?hl=en 72: Art 404. (no date) VR Hug. [Online Image] [Accessed on 6th May 2020] http://www.art404.com/project/vr-hug/ 73: McGrath, R. (2019) Magazines – UK – December 2019. Mintel. [Online] [Accessed on 5th May] https://reports-mintel-com.mmu.idm.oclc.org/display/921350/ 74: Hopkins, K. (2020) Healthy Annotation.

-Images from Healthy Magazine Body Confidence Issue 75: Hopkins, K. (2020) Happiful Annotation.

-Images from Happiful Magazine January 2020 76: Hearst. (no date) Hearst Logo. [Online Image] [Accessed on 5th May 2020] www.hearst.co.uk 77: Hearst. (no date) Body Love Campaign. [Online Image] [Accessed on 5th May 2020] https://www.hearst.co.uk/case-studies/urgent-mission-project-bodylove 78: Hearst. (no date) Health and Wellness. [Online ] [Accessed on 5th May 2020] https://www.hearst.co.uk/sectors/health-wellness 79-83: Liz Earle Wellbeing. (2020) Liz Earle Wellbeing. [Online Image] [Accessed on 5th May 2020] https://lizearlewellbeing.com/ 84: The Newspaper Club. (2020) Newspapers. [Online Image] [Accessed on 5th May 2020] www.newspaperclub.com 85: The Newspaper Club. (2020) Costings. [Online Image] [Accessed on 5th May 2020] www.newspaperclub.com

86: Muse Muse. (no date) Paradiso – Issue No. 02. Behance. [Online Image] [Accessed on 6th May 2020] https://www.behance.net/gallery/62618167/Paradiso-Issue-No-02 87: Moss, l & Kirkland, A. (no date) The Noisy Girls Club. Behance. [Online Image] [Accessed on 6th May 2020] https://www.behance.net/gallery/57285249/ The-Noisy-Girls-Club 88: Musings of a Muse. (2017) Sephora 2017 Birthday Rewards. [Online Image] [Accessed on 6th May 2020] https://www.musingsofamuse.com/2017/01/sephora-2017-birthday-rewards.html 89: Geraldine Sky. (no date) Weekend Magazine. Pinterest. [Online Image] [Accessed on 6th May 2020] https://www.pinterest.co.uk/pin/369295238196264287/ 90: Paradiso. (no date) Issue No. 02. Pinterest. [Online Image] [Accessed on 6th May 2020] https://www.pinterest.co.uk/pin/369295238196264122/ 91: Typewolf. (2017) Holiday Correspondence Aid. [Online Image] [Accessed on 6th May 2020] https://www.typewolf.com/site-of-the-day/holiday-correspondence-aid 92: Glossier. (2018) Instagram. [Online Image] [Accessed on 6th May 2020] https://www.instagram.com/p/BpxW4LXgbyI/?utm_source=ig_share_ sheet&igshid=9f5cwmx115ux 93: Hopkins, K. (2020) Primary Instagram Research.

94-100: WGSN. (2020) WGSN Lifestyle. [Online Image] [Accessed on 5th May 2020] https://www-wgsn-com.mmu.idm.oclc.org/li 101-103: AF Illustrations. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] www.instagram.com/af.illustrations 104-106: The Covet Co. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/thecovetco/?hl=en 107-111: Hopkins, K. (2020) My illustrations.

112: Well Fest. (2020) Well Fest UK. [Online Image] [Accessed on 5th May 2020] https://wellfestuk.com/

113: Wilderness Festival. (2020) Wilderness. [Online Image] [Accessed on 5th May 2020] https://www.wildernessfestival.com/ 114: Hearst Live. (2020) Women’s Health Live. [Online Image] [Accessed on 5th May 2020] https://hearstlive.co.uk/womenshealth/ 115: Hopkins, K. (2020) Creative direction moodboard.

Images In moodboard: -Hopkins, K. (2020) TWA Logo.

-Hopkins, K. (2020) The Well Club Logo.

-Hopkins, K. (2020) TWA Approved Graphic.

-ede. (2020) Instagram. [Online Image] [Accessed on 6th May 2020] www.instagram.com/edestore -Byrdie. (no date) Clay Mask. Pinterest. [Online Image] [Accessed on 6th May 2020] https://www.pinterest.co.uk/pin/369295238196503855/ -Popsugar. (2018) Glossier. [Online Image] [Accessed on 6th May 2020] https://www.popsugar.co.uk/beauty/Best-Glossier-Products-44611848 -Paper Stone Scissors. (2018) Melbourne Food and Wine Festival. [Online Image] [Accessed on 6th May 2020] https://awards2018.agda.com.au/finalist/5/11001/192 -Anese.co. (2019) Instagram. [Online Image] [Accessed on 6th May 2020] https://www.instagram.com/p/Bxm6-3cDxfU/ -Sharmtoaster. (2019) Instagram. [Online Image] [Accessed on 6th May 2020] https://www.instagram.com/p/BvNQ2Qkljxe/ -Etsy. (2020) Sleepy Head A4 A3 Art Print. Pinterest. [Online Image] [Accessed on 6th May 2020] https://www.pinterest.co.uk/pin/369295238196503960/ -Knopf, B. (2020) Collage. [Online Image] [Accessed on 6th May 2020] https://www.briannaknopf.com/ -Typutopia. (no date) Sunkissed Art Print. Society 6. [Online Image] [Accessed on 6th May 2020] https://society6.com/product/sunkissed1862751_print?sku=s610484049p4a1v45 -L’ENCREUR_. (no date) La Releve et La Peste. Behance. [Online Image] [Accessed on 6th May 2020] https://www.behance.net/gallery/64361101/La-Releve-etLa-Peste -Isle of Paradise. (2020) Instagram. [Online Image] [Accessed on 6th May 2020] https://www.instagram.com/p/B-bkaVHHOk9/ -Pinterest. (no date) Layout. [Online Image] [Accessed on 6th May 2020] https://www.pinterest.co.uk/pin/AUwIiuJxLjf55wESlrGf_xp6t1z6mgysMyGWUfE-68Nm9L3Xcpk-Hww/ 116: Hopkins, K. (2020) Magazine Moodboard.

117: Jackson, L. (2020) Bookseller content.

118: The Well Approach. (2020) ede IG message. [Online] [Accessed on 5th May 2020] www.instagram.com/thewellapproach 119: The Well Approach. (2020) ede IG message 2. [Online] [Accessed on 5th May 2020] www.instagram.com/thewellapproach 120: Hopkins, K. (2020) ede Newspaper Development.

121: Hopkins, K. (2020) ede Products.

122: Ackroyd, R. (2020) Body Circuit.

123: Hopkins, K. (2020) Circuit newspaper development.

124: Hopkins, K. (2020) Illustration.

125: Hopkins, K. (2020) Equipment.

126-140: Hopkins, K. (2020) Newspaper development.

141: Hopkins, K. (2020) Seasonal collage.

142: Hopkins, K. (2020) Skin collage.

143: Hopkins, K. (2020) Bedtime collage.

144: Hopkins, K. (2020) Spf Collage. (see newspaper figures for images in collages) 145: Hopkins, K. (2020) DP Spread collage.

146- 152: Hopkins, K. (2020) Newspaper development.

153: Hopkins, K. (2020) This or That template.

154: Hopkins, K. (2020) Skincare template.

155: Hopkins, K. (2020) Gratitude Template.

156-161: Hopkins, K. (2020) Newspaper development.

162: Hopkins, K. (2020) Front and back cover.

163: Hopkins, K. (2020) Inside cover.

164: Hopkins, K. (2020) SPF Spread.

165: Hopkins, K. (2020) Workout spread.

166: Hopkins, K. (2020) Email pop up.

167: Hopkins, K. (2020) Well club logo.

168: Hopkins, K. (2020) test email.

169: Wix. (2020) Personalisation. [Online] [Accessed on 5th May 2020] www.wix.com 170: Wix. (2020) WIX Email Development. [Online] [Accessed on 5th May 2020] www.wix.com 171: Wix. (2020) WIX Links. [Online] [Accessed on 5th May 2020] www.wix.com 172: Hopkins, K. (2020) Email mockup.

173: Hopkins, K. (2020) Email Newsletters.

174: Bronte King. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/brontekingg/?hl=en 175: Knackered by Chaos. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/knackeredbychaos/?hl=en 176: Danielle Maynard. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/daniellemaynard__/?hl=en 177: Fani Breakeven. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/fani_breakeven/?hl=en 178: Happy Glowy Skin. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/happyglowyskin/?hl=en 179: Kasey Jane Beauty. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/kaseyjanebeauty/?hl=en 180: That Grace Girl. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/thatgracegirl/?hl=en 181: Fresh Skin Appeal. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/fresh.skin.appeal/?hl=en 182: Jasmine Talks Beauty. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/jasminetalksbeauty/?hl=en 183: Healing Broadway. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/healingbroadway/?hl=en 184: noissue. (2020) Starter Bundle. [Online Image] [Accessed on 5th May 2020] www.noissue.com 185: noissue. (2020) Stickers. [Online Image] [Accessed on 5th May 2020] www.noissue.com 186: noissue. (2020) Tissue. [Online Image] [Accessed on 5th May 2020] www.noissue.com 187: noissue. (2020) Mailer. [Online Image] [Accessed on 5th May 2020] www.noissue.com

188: Digital Printing. (2020) Sticker Costings. [Online] [Accessed on 5th May 2020] www.digitalprinting.co.uk 189: Hopkins, K. (2020) Press Release.

190: Digital Printing. (2020) Card Stock. [Online] [Accessed on 5th May 2020] www.digitalprinting.co.uk 191: Digital Printing. (2020) Pricing. [Online] [Accessed on 5th May 2020] www.digitalprinting.co.uk 192: Hopkins, K. (2020) Press release mockup.

193: Hopkins, K. (2020) Tissue Paper mockup.

194: Hopkins, K. (2020) Press release.

195: Hopkins, K. (2020) PR Mockup.

196: Hopkins, K. (2020) TWA Sticker.

197: Hopkins, K. (2020) TWC Sticker.

198: noissue. (2020) Mailer. [Online Image] [Accessed on 5th May 2020] www.noissue.com 199: Hopkins, K. (2020) Folded paper.

200: Hopkins, K. (2020) Final PR mockup.

201: CIM. (no date) Planning a Social Media Campaign. (resource provided by MMU Lecturers) 202-204: CIM. (no date) Template: Social Media Planning. (resource provided by MMU Lecturers)

205-210: The Well Approach. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] www.instagram.com/thewellapproach 211: Hopkins, K. (2020) Content calendar.

212: Hopkins, K. (2020) Giveaway mockup.

213: Hopkins, K. (2020) Giveaway collage.

-Lush. (no date) Sleepy Body Lotion. [Online Image] [Accessed on 6th May 2020] https://uk.lush.com/products/body-lotions/sleepy -ede. (no date) bde. [Online Image] [Accessed on 6th May 2020] https://theedestore.com/about-ede -Boots. (no date) Ashwagandha. [Online Image] [Accessed on 6th May 2020] https://www.boots.com/boots-adaptogens-ashwagandha-100g-10274347 -Hopkins, K. (2020) TWA Paper Mockup.

-_Faace. (no date) Tired Mask. [Online Image] [Accessed on 6th May 2020] https://www.wearefaace.com/ -Cult Beauty. (no date) Therapie Himalayan Detox Salts. [Online Image] [Accessed on 6th May 2020] https://www.cultbeauty.co.uk/therapie-himalayan-detox-salts.html -Cult Beauty. (no date) The Ordinary Squalane Cleanser. [Online Image] [Accessed on 6th May 2020] https://www.cultbeauty.co.uk/the-ordinary-squalene-cleanser.html#cip=46.65.100.146&lgkey=https%3a%2f%2fwww.cultbeauty.co.uk%2fthe-ordinary-squalene-cleanser.html&lgsku=ORD053&lot=json&method=and&p=R&pw=squal&rk=2&rsc=Gz8lgBb9-vDfJi%3af&ts=json-full-uk&ua=Mozilla%2f5.0%20%28Macintosh%3b%20 Intel%20Mac%20OS%20X%2010_14_3%29%20AppleWebKit%2f537.36%20%28KHTML%2c%20like%20Gecko%29%20Chrome%2f81.0.4044.129%20Safari%2f537.36&uid=809639864&url=https%3a%2f%2fwww.cultbeauty.co.uk%2fthe-ordinary-squalene-cleanser.html&w=squalane&clktrack&type=product&list=search -ASOS. (no date) The Inkey List Kaolin Clay Mask. [Online Image] [Accessed on 6th May 2020] https://www.asos.com/the-inkey-list/the-inkey-list-kaolin-claymask/prd/10529738?CTARef=Saved+Items+Image -Pinterest. (no date) Lips Collage. [Online Image] [Accessed on 6th May 2020] https://www.pinterest.co.uk/pin/369295238196895535/ -Pinterest. (no date) More Self Love. [Online Image] Accessed on 6th May 2020] https://www.pinterest.co.uk/pin/369295238196895688/ -Freepik. (no date) Shadow. [Online Image] [Accessed on 6th May 2020] https://www.freepik.com/free-psd/shadow-window-white-wall_3993602.htm -Pinterest. (no date) clouds. [Online Image] [Accessed on 6th May 2020] https://www.pinterest.co.uk/pin/369295238196597788/ -Fashion Fabrics Club. (no date) Champagne Silk Charmeuse. [Online Image] [Accessed on 6th May 2020] https://www.fashionfabricsclub.com/p89421_1000m108champagnesilkcharmeuse -Marina, E. (no date) Beach. [Online Image] [Accessed on 6th May 2020] https://marina.ephotos.org/custom-diamond-jewelry-design-by-sophiafinejewelry/ -Red Bubble. (no date) Pink Lightning Bolt Poster. [Online Image] [Accessed on 6tH May 2020] https://www.redbubble.com/i/poster/Pink-Light-

ning-Bolt-by-ChimaineMary/38715088.LVTDI -Soash, T. (no date) Dreaming of this Summer. [Online Image] [Accessed on 6th May 2020] https://tatianasoash.com/ -Shindigz. (no date) Gold Glittered Star Cut Outs. [Online Image] [Accessed on 6th May 2020] http://www.shindigz.com/party/gold-glittered-star-cutouts/pgp/11szcotgstrgol -Pinterest. (no date) stars. [Online Image] [Accessed on 6th May 2020] https://www.pinterest.co.uk/ktblogs/pins/ 214-217: Hopkins, K. (2020) Newspaper teaser mockups.

218: Hopkins, K. (2020) Photo post mockup.

Image in mockup: Billie. (no date) Leg Hair. Unsplash. [Online Image] [Accessed on 6th May 2020] https://unsplash.com/photos/Q0jnQw0AWsU 219: Hopkins, K. (2020) Photoshoot mockup.

Image in mockup: Glam Observer. (2019) Shoot. [Online Image] [Accessed on 6th May 2020] https://www.glamobserver.com/how-to-get-your-work-publishedin-a-magazine/ 220: Hopkins, K. (2020) Face mask mockup.

Image in mockup: Sporteluxe. (no date) Face Mask. Pinterest. [Online Image] [Accessed on 6th May 2020] https://www.pinterest.co.uk/ pin/369295238196895037/ 221: Hopkins, K. (2020) IG Story mockups.

222: Hopkins, K. (2020) Webpage development.

223: Hopkins, K. (2020) Webpage mockup.

224: Hopkins, K. (2020) Campaign Plan.

List of Tables 1: Hopkins, K. (2020) Campaign Figures.

Information used: -noissue. (2020) Starter Bundle. [Online Image] [Accessed on 5th May 2020] www.noissue.com -Digital Printing. (2020) Pricing. [Online] [Accessed on 5th May 2020] www.digitalprinting.co.uk -The Newspaper Club. (2020) Costings. [Online Image] [Accessed on 5th May 2020] www.newspaperclub.com -Royal Mail. (2020) Price Finder. [Online] [Accessed on 25th March 2020] https://www.royalmail.com/price-finder 2: Hopkins, K. (2020) Critical Path.

Campaign Plan Figures (In chronological order as you see them) -Hopkins, K. (2020) The Well Approach Logo.

-The Well Approach. (2020) Instagram. [Online Image] [Accessed on 6th May 2020] www.instagram.com/thewellapproach -The Well Approach. (2020) Welcome to the Club Newsletter. [Email] -Hopkins, K. (2020) TWA Paper Web Page Mockup.

Image in mockup: The Well Approach. (2020) TWA Paper. [Online] [Accessed on 6th May 2020] www.thewellapproach.wixsite.com/online/twa-paper -Hopkins, K. (2020) TWA Paper Folded Mockup.

-Hopkins, K. (2020) PR Mockup.

-Hopkins, K. (2020) TWA Paper front and back mockup.

-Hopkins, K. (2020) Inside Cover Mockup.

-Hopkins, K. (2020) SPF Double page spread mockup.

-Hopkins, K. (2020) Summer Circuit Mockup.

-Hopkins, K. (2020) Email Pop up mockup.

Image in mockup: The Well Approach. (2020) Webpage. [Online] [Accessed on 6th May 2020] www.thewellapproach.wixsite.com/online -Hopkins, K. (2020) Email Newsletter Mockup.

-Hopkins, K. (2020) Email Newsletters.

-Hopkins, K. (2020) PR Mockup.

Images in mockup: -Hopkins, K. (2020) Press release mockup.

-Hopkins, K. (2020) Tissue Paper mockup.

-Hopkins, K. (2020) Press release.

-Hopkins, K. (2020) PR Mockup.

-Hopkins, K. (2020) TWA Sticker.

-Hopkins, K. (2020) TWC Sticker.

-noissue. (2020) mailer. [Online Image] [Accessed on 5th May 2020] www.noissue.com -Hopkins, K. (2020) Folded paper.

-noissue. (2020) mailer. [Online Image] [Accessed on 5th May 2020] www.noissue.com -Hopkins, K. (2020) Press release.

-Bronte King. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/brontekingg/?hl=en

-Knackered by Chaos. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/knackeredbychaos/?hl=en -Danielle Maynard. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/daniellemaynard__/?hl=en -Fani Breakeven. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/fani_breakeven/?hl=en -Happy Glowy Skin. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/happyglowyskin/?hl=en -Kasey Jane Beauty. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/kaseyjanebeauty/?hl=en -That Grace Girl. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/thatgracegirl/?hl=en -Fresh Skin Appeal. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/fresh.skin.appeal/?hl=en -Jasmine Talks Beauty. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/jasminetalksbeauty/?hl=en -Healing Broadway. (2020) Instagram. [Online Image] [Accessed on 5th May 2020] https://www.instagram.com/healingbroadway/?hl=en -Hopkins, K. (2020) TWA Paper Mockup Multiple Devices.

Image in mockup: The Well Approach. (2020) TWA Paper. [Online] [Accessed on 6th May 2020] www.thewellapproach.wixsite.com/online/twa-paper -Hopkins, K. (2020) Content Calendar.

-Hopkins, K. (2020) Instagram Mockup.

-Hopkins, K. (2020) Newspaper Teaser Mockups.

-Hopkins, K. (2020) IG Story Mockups.

-Hopkins, K. (2020) Photo post mockup.

Image in mockup: Billie. (no date) Leg Hair. Unsplash. [Online Image] [Accessed on 6th May 2020] https://unsplash.com/photos/Q0jnQw0AWsU -Hopkins, K. (2020) Photoshoot mockup.

Image in mockup: Glam Observer. (2019) Shoot. [Online Image] [Accessed on 6th May 2020] https://www.glamobserver.com/how-to-get-your-work-publishedin-a-magazine/ -Hopkins, K. (2020) Face mask mockup.

Image in mockup: Sporteluxe. (no date) Face Mask. Pinterest. [Online Image] [Accessed on 6th May 2020] https://www.pinterest.co.uk/ pin/369295238196895037/ -Hopkins, K. (2020) Giveaway Mockup. (see portfolio figures for images included) -Hopkins, K. (2020) TWA Sticker White.

-Hopkins, K. (2020) The Well Club Sticker.

Email Newsletters Figures (In chronological order as you see them) -Hopkins, K. (2020) The Well Approach Logo.

-Hopkins, K. (2020) Multiple Devices Mockup.

-Hopkins, K. (2020) Newspaper Layering image.

-The Well Approach. (2020) Instagram. [Online Image] [Accessed on 6th May 2020] www.instagram.com/thewellapproach -Hopkins, K. (2020) Templates.

-Hopkins, K. (2020) Newspaper teaser image.

-Alston, M. (2017) Halloumi Salad with Butternut Squash and Quinoa. [Online Image] [Accessed on 6th May 2020] https://www.thelastfoodblog.com/halloumisalad-with-butternut-squash-quinoa/ -The Well Approach. (2020) Shop. [Online Image] [Accessed on 6th May 2020] www.thewellapproach.wixsite.com/online/shop -Hopkins, K. (2020) TWA Paper Mockup Multiple Devices.

-Hopkins, K. (2020) PR Mockup.

Instagram -All images referenced to original source in caption.

Newspaper References -_faace. (2020) We are faace | Face Masks. [Online] [Accessed on 7th May 2020] www.wearefaace.com -Ackroyd, R. (2020) Summer Circuit.

-Ancillette, M. (2019) 10 Best Crystals for Beginners. Angel Grotto. [Online] [Accessed on 8th May 2020]

https://angelgrotto.com/crystals-stones/beginners/

-Bambi Does Beauty. (2020) SPF Highlight. Instagram. [Online] [Accessed on 8th May 2020] https://www.instagram.com/stories/highlights/17852761471402993/?hl=en -BeautyBay. (no date) BeautyBay: The Destination to Explore Beauty… [Online] [Accessed on 7th May 2020] https://www.beautybay.com/ -Bird and Blend. (2020) Super Matcha. [Online] [Accessed on 7th May 2020] https://birdandblendtea.com/uk_en/catalogsearch/result/?q=super+matcha -Boots. (2020) Ashwagandha. [Online] [Accessed on 7th May 2020] .com/boots-adaptogens-ashwagandha-100g-10274347 -Borgeson, N. (2017) Crystal Healing: Best Crystals For Beginners. Her Campus. [Online] [Accessed on 7th May 2020] https://www.hercampus.com/school/cnu/ crystal-healing-best-healing-crystals-beginners -Callaly. (2020) Organic Period Products | Callaly. [Online] [Accessed on 7th May 2020] www.calla.ly/gb/home -Clarke, C. (2020) Should Astrology Be Part Of Your Wellness Survival Kit? Vogue. [Online] [Accessed on 8TH May 2020] https://www.vogue.co.uk/beauty/article/astrology-wellness-survival-kit -Coates, H. (2020) How Sex Toys Became A Lockdown Essential. Vogue. [Online] [Accessed on 8th May 2020] https://www.vogue.co.uk/beauty/article/sex-toysincrease -Cult Beauty. (2020) Cult Beauty. [Online] [Accessed on 7th May 2020] www.cultbeauty.com -Dame. (2020) The first reuseable tampon applicator – DAME. [Online] [Accessed on 7th May 2020] wearedame.co -Dunn, M. (2019) 14 Foods That Give You Glowing, Clear Skin. Woman’s Day. [Online] [Accessed on 8th May 2020] https://www.womansday.com/style/beauty/ g1051/foods-good-for-skin/ -English, H. (2020) Instagram. [Online] [Accessed on 8th May 2020] https://www.instagram.com/ms_hannah_e/?hl=en

-Estrada, J. (2019) Crystal Shapes Matter – Here’s What They Mean and How to Amplify Their Power. Well and Good. [Online] [Accessed on 8th May 2020] www.wellandgood.com/good-advice/crystal-shapes/ -eve. (2020) ede interview.

-Glow Bar. (2020) Glow Bar ~ Adaptogenic Elixirs and Healing Herbs. [Online] [Accessed on 7th May 2020] www.glowbarldn.com -Jackson, L. (2020) Booksellers Guide.

-Lewin, J. (no date) Eat your way to fabulous skin. BBC Good Food [Online] [Accessed on 8th May 2020] https://www.bbcgoodfood.com/howto/guide/eatyour-way-fabulous-skin -London, B. (2020) ‘Mindful sobriety’ is the booming wellness trend among millennials, here’s what you need to know. Glamour. [Online] [Accessed on 7th May 2020] https://www.glamourmagazine.co.uk/article/what-is-mindful-sobriety -Lush. (no date) Lush Fresh Cosmetics. [Online [Accessed on 7th May 2020] https://uk.lush.com/products/body-scrubs/magic-crystals -Macmillen, H. (2018) 7 Women and Femmes Pose for Beautiful Portraits of Their Arm Hair. Allure. [Online] [Accessed on 7th May 2020] https://www.allure. com/story/womens-arm-hair-portraits -Ohne. (2020) Ohne: 100% Organic Tampon Subscription UK. [Online] [Accessed on 7th May 2020] www.ohne.com -Space NK. (2020) Space NK. [Online] [Accessed on 7th May 2020] www.spacenk.com -Strugatz, R. (2020) Drunk Elephant Got the Big Fancy Exit. Now What?. Business of Fashion. [Online] [Accessed on 8th May 2020] https://www.businessoffashion.com/articles/professional/drunk-elephant-got-the-big-fancy-exit-now-what -TALA. (2020) wearetala. [Online] [Accessed on 7th May 2020] www.wearetala.com -Thinx. (2020) Thinx period-proof underwear. [Online] [Accessed on 7th May 2020] www.shethinx.com

-TOTM. (2020) TOTM | Organic Period Care. [Online] [Accessed on 7th May 2020] www.totm.com -Welltodo. (2020) 2020 Consumer Wellness Trends Report. [Online] [Accessed on 7th May 2020] https://www.welltodoglobal.com/wellness-trend-reports/ mockup-of-a-macbook-pro-placed-on-a-white-work-desk-and-next-to-a-plant-pot-484-el/

Figures (In chronological order as you see them) -Hopkins, K. (2020) The Well Approach Logo.

-Hopkins, K. (2020) TWA Logo.

-Hopkins, K. (2020) The Well Club Logo.

-Hopkins, K. (2020) Editor’s Image.

-Quai. (2020) [Online Image] [Accessed on 7th May 2020] www.theouai.com -Cult Beauty. (2020) The Ordinary. [Online Image] [Accessed on 7th May 2020] www.cultbeauty.com -Space NK. (2020) Drunk Elephant. [Online Image] [Accessed on 7th May 2020] www.spacenk.com -Space NK. (2020) [Online Image] [Accessed on 7th May 2020] www.spacenk.com -Couch to 5k. (2020) Application. iTunes. [Online Image] [Accessed on 7th May 2020] https://apps.apple.com/gb/app/one-you-couch-to-5k/id1082307672 -Disney+. (2020) Application. iTunes. [Online Image] [Accessed on 7th May 2020] https://apps.apple.com/us/app/disney/id1446075923 -Smith, A. (2019) Here, have some crystals. Unsplash. [Online Image] [Accessed on 7th May 2020] https://unsplash.com/photos/EVmoiiwhJ30

-Wetton, D. (2019) Yoga. Unsplash. [Online Image] [Accessed on 7th May 2020] https://unsplash.com/photos/t1NEMSm1rgI -Muleba, H. (2018) Mirror. Unsplash. [Online Image] [Accessed on 7th May 2020] https://unsplash.com/photos/NfpkqJ9314E -Cichewicz, K. (2018) Once she stopped rushing through life she was amazed by how much more life she had time for. Unsplash. [Online Image] [Accessed on 7th May 2020] https://unsplash.com/photos/5NzOfwXoH88 -Jackson, J. (2019) Selfie. Image not online.

-Ackroyd, R. (2019) Selfie. Image not online.

-ede. (no date) Logo. [Online Image] [Accessed on 7th May 2020] https://theedestore.com/shop-ede -The Well Approach. (2020) Instagram. [Online Image] [Accessed on 7th May 2020] www.instagram.com/thewellapproach -The Well Approach. (2020) Online Platform. [Online Image] [Accessed on 7th May 2020] www.thewellapproach.wixsite.com/online -Hopkins, K. (2020) QR Code.

-Holland and Barrett. (no date) Ethique St Clements Shampoo Bar. [Online Image] [Accessed on 7th May 2020] https://www.hollandandbarrett.com/shop/ product/ethique-st-clements-shampoo-bar-for-oily-hair-60034572 -Shreddy. (no date) Application. iTunes. [Online Image] [Accessed on 7th May 2020] https://apps.apple.com/gb/app/shreddy/id1480771638 -Lush. (no date) Lush Fresh Cosmetics. [Online Image] [Accessed on 7th May 2020] https://uk.lush.com/products/body-scrubs/magic-crystals -Muji. (no date) Muji Online. [Online Image] [Accessed on 7th May 2020] https://www.muji.eu/pages/online.asp?ukupd=y&qmde=src -Forest. (no date) Application. iTunes. [Online Image] [Accessed on 7th May 2020] https://apps.apple.com/gb/app/forest-stay-focused/id866450515

-Mooncup. (no date) Mooncup Menstrual Cup. [Online Image] [Accessed on 7th May 2020] www.mooncup.co.uk -BeautyBay. (no date) BeautyBay: The Destination to Explore Beauty… [Online Image] [Accessed on 7th May 2020] https://www.beautybay.com/ -The Body Shop. (no date) Vitamin E. [Online Image] [Accessed on 7th May 2020] https://www.thebodyshop.com/en-gb/face/face-masks/vitamin-e-sink-inmoisture-sleeping-mask/p/p000694 -Von, M. (2020) Mindful Mornings. Unsplash. [Online Image] [Accessed on 7th May 2020] https://unsplash.com/photos/-Is1r3BX6Ac -Headspace. (no date) Application. iTunes. [Online Image] [Accessed on 7th May 2020] https://apps.apple.com/gb/app/headspace-meditation-sleep/ id493145008 -MadFit. (2020) Youtube. [Online Image] [Accessed on 7th May 2020] https://www.youtube.com/channel/UCpQ34afVgk8cRQBjSJ1xuJQ -Waterstones. (no date) [Online Image] [Accessed on 7th May 2020] https://www.waterstones.com/ -Lavern, M. (2019) Yoga. Unsplash. [Online Image] [Accessed on 7th May 2020] https://unsplash.com/photos/4gcqRf3-f2I -Wetton, D. (2019) Sitting Stretch. Unsplash. [Online Image] [Accessed on 7th May 2020] https://unsplash.com/photos/t1NEMSm1rgI -Lue, K. (2019) Baby Cobra. Unsplash. [Online Image] [Accessed on 7th May 2020] https://unsplash.com/photos/Qvkv9MyYdLo -Form. (2019) The Form Fitness. Unsplash. [Online Image] [Accessed on 7th May 2020] https://unsplash.com/photos/w0YIvob3LlI -Zen Bear Yoga. (2019) The Warrior. Unsplash. [Online Image] [Accessed on 7th May 2020] https://unsplash.com/photos/IVf7hm88zxY -Lavern, M. (2019) Sun Salutation. Unsplash. [Online Image] [Accessed on 7th May 2020] https://unsplash.com/photos/D2uK7elFBU4 -Luna Active Fitness. (2019) Girls on Yoga Mats. Unsplash. [Online Image] [Accessed on 7th May 2020] https://unsplash.com/photos/iEpsg6OzyXw

-Oliver Bonas. (2020) Oliver Bonas | Fashion, Jewellery, Homeware and Gifts. [Online Image] [Accessed on 7th May 2020] https://www.oliverbonas.com/ -Free People. (2020) Free People – Women’s Boho Clothing & Bohemian Fashion. [Online Image] [Accessed on 7th May 2020] https://www.freepeople.com/uk/ -ASOS. (2020) Asos | Women’s Clothes. [Online Image] [Accessed on 7th May 2020] https://www.asos.com/women/ -Lulu Lemon. (2020) Lift and Lengthen Yoga Block. [Online Image] [Accessed on 7th May 2020] https://www.lululemon.co.uk/en-gb/p/lift-and-lengthen-yogablock/prod1360114.html -Glossier. (2020) Invisible Shield. [Online Image] [Accessed on 7th May 2020] https://www.glossier.com/products/invisible-shield -Ren. (2020) Clear Screen Mineral SPF 30. [Online Image] [Accessed on 7th May 2020] https://www.renskincare.com/products/clean-screen-mineral-spf-30-mattifying-face-sunscreen -Boots. (2020) La Roche-Posay Anthelios Shaka Ultra-Light Facial Sun Cream SPF50 50ML. [Online Image] [Accessed on 7th May 2020] https://www.boots.com/ la-roche-posay-anthelios-shaka-ultra-light-facial-sun-cream-spf50-50ml-10259635 -Dermalogica. (2020) Invisible Physical Defense. [Online Image] [Accessed on 7th May 2020] https://www.dermalogica.co.uk/invisible-physical-defense-spf30/260,en_GB,pd.html -Hopkins, K. (2020) SPF Collage.

Images in collage: - The Design Nerd. (no date) Sun. Pinterest. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196623921/ - Etsy. (no date) Sun Sign. Pinterest. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196623790/ - Iona, S. (no date) Gallinee Skincare. [Online Image] [Accessed on 8th May 2020] https://www.sophieiona.com/#/skincare-shapes/ - Glossier. (2020) Invisible Shield. [Online Image] [Accessed on 7th May 2020] https://www.glossier.com/products/invisible-shield - Gun and Swain. (no date) Sand. Tumblr. [Online Image] [Accessed on 8th May 2020] http://gunnandswain.tumblr.com/post/139697530729 - Avene. (no date) Sun Care. Pinterest. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196623688/ - Willa Creative. (no date) Ren SPF Launch. [Online Image] [Accessed on 8th May 2020] http://willaca.com/content/ren-spf-launch/ - Cancer Research. (no date) Baking is for cakes. [Online Image] [Accessed on 8th May 2020] https://www.cancerresearchuk.org/about-cancer/causes-of-can-

cer/sun-uv-and-cancer/own-your-tone - Kelldianee. (no date) Sunshine Quote. Pinterest. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196623623/ - DeRossett, G. (2015) 10152015. Dribble. [Online Image] [Accessed on 8th May 2020] https://dribbble.com/shots/2294572-10152015 -Hopkins, K. (2020) Crystal Illustration.

-Costelo, D. (2018) Quartz Crystal. Unsplash. [Online Image] [Accessed on 7th May 2020] https://unsplash.com/photos/IQXhLIoBA8g -Spa Goddess. (no date) How to use Healing Powers of Quartz Crystals. [Online Image] [Accessed on 7th May 2020] https://spagoddess.com/blogs/spagoddess-wellness-blog/clear-quartz-crystals -Etsy. (no date) Clear Quartz. [Online Image] [Accessed on 7th May 2020] https://www.etsy.com/uk/HazysHideout/listing/679604171/28g-clear-quartz-crystallot-quartz?utm_campaign=Share&utm_medium=social_organic&utm_source=MSMT&utm_term=so.smt&share_time=1549007552000 -The Arkenstone. (no date) Amethyst. [Online Image] [Accessed on 7th May 2020] https://www.irocks.com/minerals/specimen/46889 -Killstar. (no date) Rose Quartz Crystal. [Online Image] [Accessed on 7th May 2020] https://us.killstar.com/collections/lifestyle-all/products/rose-quartz-crystal -Unforgettably Authentic. (no date) Citrine. [Online Image] [Accessed on 7th May 2020] https://unforgettablyauthentic.com/7-crystals-every-entrepreneur-business-owner-needs/ -Crystals and Jewelry. (no date) Smoky Quartz. [Online Image] [Accessed on 7th May 2020] https://meanings.crystalsandjewelry.com/smoky-quartz/ -Sincerely Media. (2018) Work and Coffee. [Online Image] [Accessed on 7th May 2020] https://unsplash.com/photos/ylveRpZ8L1s -Glow Bar. (2020) Glow Bar ~ Adaptogenic Elixirs and Healing Herbs. [Online Image] [Accessed on 7th May 2020] www.glowbarldn.com -Bird and Blend. (2020) Super Matcha. [Online Image] [Accessed on 7th May 2020] https://birdandblendtea.com/uk_en/catalogsearch/result/?q=super+matcha

-TALA. (2020) wearetala. [Online Image] [Accessed on 7th May 2020] www.wearetala.com -AYBL. (2020) AYBL | Ladies Gym, Fitness & Activewear. [Online Image] [Accessed on 7th May 2020] www.beaybl.com -Weekday. (2020) Weekday – Denim and Fashion. [Online Image] [Accessed on 7th May 2020] www.weekday.com -Veja. (2020) Veja Store. [Online Image] [Accessed on 7th May 2020] www.veja-store.com -Bo and Tee. (2020) Bo+Tee: Bo and Tee Official Store. [Online Image] [Accessed on 7th May 2020] www.boandtee.com -Gymshark. (2020) Gymshark Official Store | Gym Clothes & Workout Wear. [Online Image] [Accessed on 7th May 2020] uk.gymshark.com -Monki. (2020) Monki. [Online Image] [Accessed on 7th May 2020] www.monki.com -Topshop. (2020) Topshop. [Online Image] [Accessed on 7th May 2020] www.topshop.com -Hopkins, K. (2020) Sunshine State of Mind collage.

Images in collage: - Pinterest. (no date) Mixed Media. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196595996/ - Wallpaper Marleigh. (no date) Clouds. [Online Image] [Accessed on 8th May 2020] http://wallpapermarleigh.theglamourlady.ru/7540211-aesthetic-wallpaperiphone-vintage-white-27-ideas-inn20.html - Hopkins, K.(2020) Fruit Illustrations.

- Choco Fashion Chic. (no date) Walking on beach. Tumblr. [Online Image] [Accessed on 8th May 2020] https://blog-fashion-choco-chic.tumblr.com/ - Styles, C. (2019) Water. [Online Image] [Accessed on 8th May 2020] https://camillestyles.com/wellness/drinking-water-at-the-right-times-of-day/ - Adivi, M. (2020) Summer Skin Care Routine. Glowsly. [Online Image] [Accessed on 8th May 2020] https://glowsly.com/summer-skin-care-routine/ - Tumblr. (no date) Transparent Flowers. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196637396/ - Marina. (2020) Sea. [Online Image] [Accessed on 8th May 2020] https://marina.ephotos.org/custom-diamond-jewelry-design-by-sophiafinejewelry/ - Go Boy. (no date) VSCO Summer. [Online Image] [Accessed on 8th May 2020] http://goboy.diyardent.com/image.php?id=483167 - Pinterest. (no date) Car Mirror. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196637339/ - Pinterest. (no date) Cactus Flowers. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196637366/

- Lara. (2019) Neon Summer 2019. Red Light Image. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196637314/ - Pinterest. (no date) Womens Sportswear and Activewear. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196637283/ - Pinterest. (no date) Diving. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196637263/ - Narbrook, E. (no date) Yoga. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196637226/ -Hopkins, K. (2020) Fitness Illustrations.

-B_nd Store. (2020) B_ND Premium Gym Equipment. [Online Image] [Accessed on 7th May 2020] www.b-ndstore.com -MyProtein. (2020) MYPROTEIN | Sports Nutrition & Clothing | UK’s No. 1 Brand. [Online Image] [Accessed on 7th May 2020] www.myprotein.com -Nike. (2020) NIKE – UK Online Store. [Online Image] [Accessed on 7th May 2020] www.nike.com -Feel Unique. (2020) Jade Roller. [Online Image] [Accessed on 7th May 2020] www.feelunique.com -Face Gym. (2020) FACE GYM | Luxury Skincare & Facial Workouts. [Online Image] [Accessed on 7th May 2020] wwww.facegym.com -Hopkins, K. (2020) Skincare Collage.

Images in collage: - Mackel, J. (2019) Flowers Aesthetic. Plushem. [Online Image] [Accessed on 8th May 2020] http://plushemisphere.ru/blog?plush=cz1qdWxpZXR0ZWZsb3dlcnNqb3VybmFsLmZhc2hpb25lYWwucnUmcD0xMDAwMTYzLTY2LWlkZWFzLWZvci1mbG93ZXJzLWFlc3RoZXRpYy13YWxscGFwZXItdmludGFnZS5odG1s - Pinterest. (no date) Moonlight. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196596286/ - Erro, L. (2017) Lips. [Online Image] [Accessed on 8th May 2020] http://laurenerro.com/maybe-shes-born-with-it-maybe-its-injected - Life With Jeru. (2019) DIY Face Masks. [Online Image] [Accessed on 8th May 2020] https://lifewithjeru.wordpress.com/2019/05/28/diy-face-masks-for-glowingskin/ - Fashion Fabrics Club. (no date) Champagne Silk Charmeuse. [Online Image] [Accessed on 6th May 2020] https://www.fashionfabricsclub.com/ p89421_1000m108champagnesilkcharmeuse - Pinterest. (no date) Mixed Media. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196595996/ - TonyMoly USA. (2019) Texture Tuesday. Instagram. [Online Image] [Accessed on 8th May 2020] https://www.instagram.com/p/BwCj0C8Ay7N/?igshid=9tpq34bmogvj

- Face Gym. (2020) FACE GYM | Luxury Skincare & Facial Workouts. [Online Image] [Accessed on 7th May 2020] wwww.facegym.com - Loreal. (2019) Scrubs. [Online Image] [Accessed on 8th May 2020] https://www.skincare.com/article/salt-scrubs-vs-sugar-scrubs/?utm_source=pinterest&utm_+medium=social_post_paid&utm_campaign=skincare_pinterest_paid&pp=0&epik=dj0yJnU9R1N6bnpiUTR6QW1WdlJoWU9XV2NhSk9NTHhsc0o5c2Umbj1QMjd5NmFhTE11UkRFQXhGaTBYZkd3JnQ9QUFBQUFGemlCMmM - Wow You Beauty. (no date) Texture Tuesday. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196595933/ - Style Story. (no date) Skincare Textures. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196595930/ - Pinterest. (no date) Skincare pump. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196544402/ -Ohne. (2020) Ohne: 100% Organic Tampon Subscription UK. [Online Image] [Accessed on 7th May 2020] www.ohne.com -Callaly. (2020) Organic Period Products | Callaly. [Online Image] [Accessed on 7th May 2020] www.calla.ly/gb/home -Dame. (2020) The first reuseable tampon applicator – DAME. [Online Image] [Accessed on 7th May 2020] wearedame.co -TOTM. (2020) TOTM | Organic Period Care. [Online Image] [Accessed on 7th May 2020] www.totm.com -Thinx. (2020) Thinx period-proof underwear. [Online Image] [Accessed on 7th May 2020] www.shethinx.com -_faace. (2020) We are faace | Face Masks. [Online Image] [Accessed on 7th May 2020] www.wearefaace.com -Hopkins, K. (2020) Skin Food Collage.

Images in collage: -Amelia. (no date) Self Care Sunday. Twitter. [Online Image] [Accessed on 8th May 2020] https://twitter.com/softparisian/status/1191081219762610176?s=12 - Sign of the times. (no date) Face in Sun. We Heart It. [Online Image] [Accessed on 8th May 2020] https://weheartit.com/entry/313898662?context_ set=11743775-people-emotions&context_type=collection - Faithrice6. (no date) You’re Gonna Be Okay. Pinterest. [Online Image] [Accessed on 8th May 2020]https://www.pinterest.co.uk/pin/AREm5jNqJwNc6lI7Tkl0zKGXHbEwdX4wdqTba-GX8SJuBrV1q_juWu4/ - Marlinde. (no date) Stars Sparkling. We Heart It. [Online Image] [Accessed on 8th May 2020] https://weheartit.com/entry/327358632 - Wells, S. (2016) Grapefruit. Our Best Bites. [Online Image] [Acccessed on 8th May 2020] https://ourbestbites.com/grapefruit-vinaigrette-2/?utm_source=Pinterest&utm_medium=Social

- Typutopia. (no date) Sunkissed. Society 6. [Online Image] [Accessed on 8th May 2020] https://society6.com/product/sunkissed1862751_print?sku=s610484049p4a1v45&utm_source=Pinterest&utm_medium=Social - Kayla. (no date) Fruits. Tumblr. [Online Image] [Accessed on 8th May 2020] https://kaylareads.tumblr.com/ - Dowling, J. (2018) Dried Flowers. Instagram. [Online Image] [Accessed on 8th May 2020] https://www.instagram.com/p/BlwxqI3hSUX/?saved-by=marysia - Behance. (no date) Bananas. Pinterest. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238180075231/ - Gentl and Hyers. (no date) Cosmetic. [Online Image] [Accessed on 8th May 2020] https://gentlandhyers.com/COSMETIC/1 - Marina. (2020) Phone Wallpapers. [Online Image] [Accessed on 8th May 2020] https://marina.ephotos.org/49-mobile-phone-wallpapers-that-are-hobby-towatch-are-worth-collecting-page-21-of-48-laryoo/ -H&M. (2020) Conscious – Sustainable Style. [Online Image] [Accessed on 7th May 2020] www2.hm.com -Adidas. (2020) adidas Official Online Store | Explore Our Collections Online. [Online Image] [Accessed on 7th May 2020] www.adidas.com -Matt & Nat. (2020) Matt and Nat | Vegan Leather Accessories. [Online Image] [Accessed on 7th May 2020] www.mattandnat.com -Everlane. (2020) Everlane Official Website | Apparel, Shoes & Accessories. [Online Image] [Accessed on 7th May 2020] www.everlane.com -Organic Basics. (2020) Organic Basics | Eco-friendly. Ethically made. [Online Image] [Accessed on 7th May 2020] -Womsh. (2020) Vegan shoes Womsh, Eco-friendly and ethical Made in Italy. [Online Image] [Accessed on 7th May 2020] www.womsh.com -Cowshed. (2020) Cowshed | Honest, Natural and Luxurious Bath & Body Products. [Online Image] [Accessed on 7th May 2020] www.cowshed.com -Amazon. (2020) Champneys Facial Spa Steamer. [Online Image] [Accessed on 7th May 2020] https://www.amazon.co.uk/Champneys-CHFAC-B400-FacialSteamer-White/dp/B01JZN93UU -Welltodo. (2020) 2020 Consumer Wellness Trends Report. [Online Image] [Accessed on 7th May 2020] https://www.welltodoglobal.com/wellness-trend-reports/mockup-of-a-macbook-pro-placed-on-a-white-work-desk-and-next-to-a-plant-pot-484-el/ -Glowasyougo. (2018) Drunk Elephant. Vogue. [Online Image] [Accessed on 7th May 2020] https://www.vogue.co.uk/article/drunk-elephant-uk-launch

-Macmillen, H. (2018) 7 Women and Femmes Pose for Beautiful Portraits of Their Arm Hair. Allure. [Online Image] [Accessed on 7th May 2020] https://www. allure.com/story/womens-arm-hair-portraits -London, B. (2020) ‘Mindful sobriety’ is the booming wellness trend among millennials, here’s what you need to know. Glamour. [Online Image] [Accessed on 7th May 2020] https://www.glamourmagazine.co.uk/article/what-is-mindful-sobriety -Pinterest. (no date) Moon Illustration. [Online Image] [Accessed on 7th May 2020] https://www.pinterest.co.uk/pin/369295238196798109/ -Balance. (2020) Application. iTunes. [Online Image] [Accessed on 7th May 2020] https://apps.apple.com/gb/app/balance-meditation/id1361356590 -Calm. (2020) Application. iTunes. [Online Image] [Accessed on 7th May 2020] https://apps.apple.com/gb/app/calm-meditation-and-sleep/id571800810 -Urban Outfitters. (2020) Urban Outfitters UK | Clothing & Apparel | Lifestyle & Homeware. [Online Image] [Accessed on 7th May 2020] www.urbanoutfitters. com -Yogamatters. (2020) Yogamatters – Buy yoga mats, equipment & yoga clothes. [Online Image] [Accessed on 7th May 2020] www.yogamatters.com -Sincerely Media. (2020) Hot Chocolate. Unsplash. [Online Image] [Accessed on 7th May 2020] https://unsplash.com/photos/R-cVVPu-zLw -Boots. (2020) Ashwagandha. [Online Image] [Accessed on 7th May 2020] .com/boots-adaptogens-ashwagandha-100g-10274347 -Hotel Chocolat. (2020) Milky Hot Chocolate. [Online Image] [Accessed on 7th May 2020] www.hotelchocolat.co.uk -Ikea. (2020) PRODUKT. [Online Image] [Accessed on 7th May 2020] https://www.ikea.com/gb/en/p/produkt-milk-frother-black-50301166/ -Hopkins, K. (2020) Night collage.

Images in collage: - Paulina. (no date) Newspaper. Pinterest. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196597789/ - Wallpaper Marleigh. (no date) Clouds. [Online Image] [Accessed on 8th May 2020] http://wallpapermarleigh.theglamourlady.ru/7540211-aesthetic-wallpaperiphone-vintage-white-27-ideas-inn20.html

- Marla, C. (2019) Clouds. Pinterest. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196597784/ - Supine Aesthetic. (no date) Twisted white bed cover. Tumblr. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/ pin/369295238196597776/ - Buzzfeed. (no date) In a relationship with my bed. Pinterest. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/ pin/369295238196597750/ - Reising, K. (no date) Moon. Pinterest. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196597740/ - Smith, K.A. (2015) Dreamers. Artsy. [Online Image] [Accessed on 8th May 2020] https://www.pinterest.co.uk/pin/369295238196597726/ - Rose, J. (2013) Star Map. [Online Image] [Accessed on 8th May 2020] https://jerrirose.co.uk/336/you-were-born-under-these-stars-how-to-embroider-a-starmap-for-your-baby/?LMCL=sdTpth -NEOM Organics. (2020) Real Luxury Magnesium Body Butter. [Online Image] [Accessed on 7th May 2020] https://www.neomorganics.com/products/real-luxury-magnesium-body-butter -DANNY G. (2018) In bed. Unsplash. [Online Image] [Accessed on 7th May 2020] https://unsplash.com/photos/_Utk8ZYT4tI -Estrid. (2020) Estrid Female Razor | The shaver of your life. [Online Image] [Accessed on 7th May 2020] www.estrid.com -Function of Beauty. (2020) Function of Beauty | Personalised Hair Care. [Online Image] [Accessed on 7th May 2020] www.functionofbeauty.com -Amazon. (2020) Kinga Nano Steamer. [Online Image] [Accessed on 7th May 2020] https://www.amazon.co.uk/KINGA-Steamer-Moisturizing-Cleaning-included/dp/B01MT5XICY -Caroline Hirons. (2020) Skincare: The Ultimate No-Nonsense Guide. [Online Image] [Accessed on 7th May 2020] https://www.carolinehirons.com/ -Kielhs. (2020) Cannabis Sativa Seed Oil Herbal Cleanser. [Online Image] [Accessed on 7th May 2020] https://www.kiehls.co.uk/skin-care/category/cleansers-scrubs/cannabis-sativa-seed-oil-herbal-cleanser/WW0110KIE.html -Hopkins, K. (2020) Templates.

-Hopkins, K. (2020) Colour me in.