Issuu

Creative strategy and promotion document

FA6 015 Mollie Maxwell

Contents The Concept 7 Rationale 9 Target Audience 12-21 Market Analysis 22-25 Content Strategy 26-31 Budget 34-39 Social and Ethical Responsibility 40-43 Project Management and Risk Assessment 44-45 Promotion 48-49 Timeline 50-51 Bibliography 52-53 Appendices 54-59

The Concept SUGAR Zine (also referred to as SUGAR) is an alternative platform created for empowerment, collaboration and unrestricted creativity. SUGAR is a print and digital publication released quarterly alongside a visually based Instagram and landing page. The objective of the platform is to act as a guiding voice for Gen Z activists as they navigate themselves though the modern feminist movement. The targeted demographic is 16–21-year-olds (although SUGAR is accessible to everyone) of all races, genders and sexualities as the ultimate objective is to act as an older sibling. SUGAR reflects generational attitudes and diverse identities while educating and sharing experiences of feminism and sexism within contemporary society. SUGAR will offer a sense of belonging as well as carrying SUGAR’s ethos and values of diversity, equality and sustainability throughout and allowing space for innovation and self-discovery.

Rationale Decoding feminism for the modern times. SUGAR’s purpose is to educate. This platform is created for education and community and is presented though politically informed editorial and illustrated concepts aimed at those wanting to start conversations, but don’t know how. The last decade has seen great progressions for feminism, such as the #metoo movement, the liberalisation of abortion laws, free sanitary products for schools and colleges, and LBGTQ+ rights. However, after recent unfortunate events such as the death of Sarah Everard and the popularity of #notallmen, we still have a long way to go. SUGAR will be a guiding voice there to teach young adults how to be an effective feminist. Embracing gender equality can start at any age, teaching Gen Z about feminism will help shape the next generation of adults, employers and leaders. SUGAR will engage readers in difficult topics through, fashion, art and culture using creativity to challenge the patriarchy and the societal norms are currently in place. SUGAR will act as an older sibling, giving advice, bringing light to current feminist issues and create a space where the ‘F’ word isn’t so overwhelming and complicated.

“Feminism is going to ruin your life in the best way possible” - Florence Given

Target Audience The target audience is a vital part of SUGAR’s existence and why my project is relevant. SUGAR is aiming towards a demographic of culturally diverse, liberal members of Gen Z who resonate with the concept and rationale of SUGAR Zine.

Demographic Profile The targeted age range for SUGAR is 16–21-year-olds, however ultimately, SUGAR is accessible for everyone. This is based upon the entire concept of SUGAR as it’s an educational tool for young activists to help guide them through the modern feminist movement. SUGAR is liberal in its political views which inspires lots of the content and the collaborators who contribute.

Consumer Habits Political identity plays a major role in consumerism, now more than ever. There are examples of Gen Z boycotting brands and companies that don’t align with their views or who don’t publicly support social movements such as #metoo or BLM. Brands are expected to be transparent, ethical and responsible and brand loyalty is not a priority like it used to be (4 Ways Gen Z Supports Green Companies, 2021).

25% of Gen Z often or always buy products that aligns with their values or what they want to support” 67% of Gen Z at least some of the time buy products that aligns with their values or what they want to support” 40% of Gen Z has stopped purchasing or boycotted a brand because they stood for something or behaved in a way that is against their values” 49% of Gen Z are considering boycotting in the future”

Gen Z priorities

Climate Health “A joint study by the UN’s Development Programme and the University of Oxford published in January 2021 found that 69% of teenagers globally believe climate change is an emergency.” Gen Z are the most eco conscious generation in history, making this a big factor in purchasing decisions. The expectations for brands are extremely high when it comes to sustainability and full transparency is a necessity as it’s a priority for Gen Z’s ethos and values to algin with the brand they are buying from. SUGAR makes efforts to be sustainable by having a low print run as well as having digital copies for a cheaper price (Poile, 2021).

Inclusivity “Gen Z care deeply about diversity and inclusivity (D&I), with 75% saying they consider themselves to be inclusive.” Representation and inclusivity are deep concerns for Gen Z as many feel brands sometimes just say the right thing without actually backing it up. Brands are expected to have an active stance on societal issues and follow a consistent approach to supporting them. Authenticity is key. SUGAR believes in equality and diversity and these values are at the very core of SUGAR’s concept. SUGAR is diverse in all aspects, from models to contributors (Poile, 2021).

Frugality “70% of 18-25s in the US consider financial security a key focus for them, this trend will only continue as we enter a recession.” Gen Z have always considered themselves financially cautious, and this will only continue now we’re exiting the pandemic and entering a recession. Gen Z are embracing a positive approach to frugality which in result is leading to conscious consumerism and the rising importance of value for money. SUGAR is a quarterly publication, retailing at £10 per copy for the printed version and £5 for the digital (Poile, 2021).

Authentic Engagement Evidence suggests Gen Z are able to spot unauthenticity within brands and advertisers. Marketing techniques such as ‘green washing’ and ‘femme washing’ are no longer effective. SUGAR is committed to being fully transparent for example, giving credit and paying all contributors, having a low print run as well as digital versions, and paying models, as well as being ethically, socially and politically aware. SUGAR is liberal within its views and hopes to attract a reader with the same personal ethos (Poile, 2021).

Mental Wellbeing A rise in mental health issues is no surprise after the pandemic, however Gen Z now want to see brands paying greater attention to these issues. Evidence suggests that social media is a major contributor to mental health issues. One survey reports that: “Social media is a constant source of anxiety, with 47% feeling sad that they don’t like the images they see, 40% feeling less confident in themselves and 47% feeling pressure to lose weight or tone up.” Mental wellbeing is a very important topic for SUGAR, and this reflects the preferences of Gen Z. Throughout the zine and Instagram platform, SUGAR will be giving readers the tools to help with mental health issues and to set boundaries, as well as creating a community of readers with similar mindsets (Poile, 2021).

Gen Z and Feminism “Half of generation Z men ‘think feminism has gone too far and makes it harder for men to succeed’” (Barr, 2021) A study was conducted of 2,076 participants ages between 16 and 24, asking questions on the topics of their future, not feeling represented in politics and attitudes towards women. “18% of the young men were found to hold negative views about feminists” “14% were discovered to view anti-abortion activists in a positive light” “17% of female respondents said they feel represented in the political sphere” This report suggests that the ‘anti-feminist’ sentimentality among Gen Z men is linked to far-right ideology and has become more appealing as the changing of societal norms can create a feeling of being emasculated (Lott-Lavigna, 2020). This data has heavily influenced SUGAR as it was the main source of inspiration for the topic for this issue of SUGAR which explores how men can become an effective feminist. I felt like discourse around topics such as, toxic masculinity and male privilege needs to be created so my male audience can take accountability and challenge norms placed onto them by society. As well as educating my female audience on these things so they can understand them and confront said toxic behaviours within current and future behaviours.

Target Personas

Age 16, Gen Z Gender Female, she/her pronouns

Tallulah

Location North East Occupation Student, starting A levels, aspiring to go to university Interests Loves fashion, usually shops at new look, pretty little thing, Monki and other high street/fast fashion brands. Spends time with friends when she can out of school, often travel into the city centre for coffee and shopping dates. Endlessly scrolls on TikTok and Instagram and keeps up with her favourite vloggers on YouTube. Finds herself quite out of the loop when peers are talking about certain books or Instagram accounts, such as @florencegiven, @theslumflower and @gurlstalk. She is aware of the term feminism but doesn’t know what it means and finds it overwhelming when her friends sometimes bring it up. Feels it can be quite intimidating and it has a bad reputation.

Age 18, Gen Z Gender Male, he/him pronouns

Jason

Location Manchester Occupation First year university student Interests Fashion and styling, would usually shop at places such as size? Urban outfitters, End and vintage shops, but since moving to Manchester for university, has been opened up too many more styles. Follows local influencers such as @curlyfriesfeed and takes inspiration from his instagram feed. Since moving out for university, he has been exposed to many more environmental and societal issues and wants to do more but is unaware of where to start or how to start conversations with peers.

Market Analysis

‘The independent print magazine is characterised as “published without the financial support of a large corporation or institution in which the makers control publication and distribution… “independent” in spirit due to a maverick editor or publisher who leads the magazine in an exploratory, non-commercial direction.’ (Writing and Novel?, 2021) SUGAR zine is an independent publication launching into the landscape of independent, editorial fashion publications and zines. The aim for SUGAR is to sit alongside existing publications such as Polyester zine, Teen eye and Keke mag. These publications are not driven by advertisements for its revenue therefore being able to experiment against the commercial side through editorial content which is the aim for SUAGR. Each one of these publications have a unique selling point. For example, Polyester zine is probably one of SUGAR’s biggest competitor as they are a feminist zine exploring gender identity through fashion. They celebrate all things ‘trash, kitsch and camp’ and showcase this conceptually through illustration, photography and written word (Fantoft Berg, 2021). Polyester zine pushes for revenue through other means such as merchandise and workshop events thus allowing for more freedom within content as pushing product through editorial is not a priority. Teen eye is a competitor as they have a similar target demographic. “Teen Eye Magazine is an international online magazine created entirely by teens, for teens” (Teen Eye Magazine, 2021). Teen Eye publish articles about modern events: those that are interesting, exciting and often controversial. SUGAR’s unique selling point as a beginner’s educational tool is what will encourage the online audience to transition to the physical or digital output and invest into the publication emotionally and financially. Gen Z’s attitudes towards feminism and activism in general have meant that brands have had to be more vocal and active regarding societal issues. Teen Vogue is a classic example of this. “once a hub for young girls to indulge their appetite for celebrity gossip, beauty and fashion tips, Teen Vogue has more recently played an unexpected role in strengthening support for democratic socialism among US teenagers” (Basra, 2019). SUGAR’s whole concept is on the basis of being vocal on feminism and other surrounding issues, making this project timely. I conducted a small survey via Instagram polls and asked my audience, who mainly fell into the age group of 16-22, “Do you think you would’ve benefitted from a publication guiding you through current societal and cultural issues as a teen?” In which 88% of 93 participants answered yes.

SWOT Strengths • Creative freedom. The people on the team will share a similar creative vision • Independent magazines are able to hone in on such specific markets, because they aren’t expected to reach further or expand their target audience to generate more sales, thus the content being more authentic. ‘Independent magazines are able to maintain a strong vision for their magazine without feeling the pressure to appeal to a wider market each issue’ • Attracts loyal and dedicated readers • Allows more room for collaborators • Recent movements such as #metoo and kill the bill have sparked interest in the public eye, SUGAR will be supported by people apart of the movement

Weaknesses • • • • • •

Financial instability Does not have an established readership like commercial publications. A niche, small target audience which could result in a lack of sales Publication sector is highly saturated even with the rise of digital publications Printing and distribution costs. Lack of scale economies may lead to higher overheads. Getting my target audience (16-21) to transfer from social media to a printed or digital publication • It is becoming increasingly difficult to spread awareness and promote through social media, paying to promote though Instagram will take away from my limited budget

Opportunities • • • •

Build my audience and readership through social media Social media allows you to reach out further so you can find your niche community Flexibility over pricing structure, business management and content. Opportunities to collaborate with other media outlets and brands with larger social media platforms

Threats • Working with a group of like-minded individuals with similar political views might lead to ‘group-think’, where the group all reinforce their similar views. The risks the magazine not containing a broad range of representative views

Content Strategy

I think it’s important for young people to make their own zines and publications so we can accurately represent ourselves and make and do what we want” – Remi Riordan, Editor-in-chief, CRYBABY. (Radin, 2016) SUGAR Zine is a photographic, illustrated and written word project in the form of a quarterly published print and digital zine. Other outputs include a visually based Instagram feed, which will include some zine content, topic introductions, illustrations and work from other creatives that is relevant and is in line with the SUGAR brand and aesthetic. As well as a website where the print and digital version of SUGAR will be available to purchase. SUGAR in print will consist of original content created by myself and contributors designed into an editorial print and digital format with an extra sticker sheet exclusive to the printed format. The digital version of SUGAR will be sold on ISSU.com and the SUGAR website for a discounted price of £5 and a free lock screen wall paper. When researching my target audience through an Instagram poll-based survey, there was a significant preference for physical print over digital with 75% of 109 participants voting for print. 25% of votes went to digital which is still a significant amount. Therefore, as not to lose this section of the market, the digital version will still be made available (which, regardless, will be low cost to produce versus a print version), as well as SUGAR committing to its sustainability promise of having a low print run. SUGAR Zine is an A5 Portrait (210 x 148 mm) perfect bound publication. The size is an important aspect to keep the price low for my consumers as well as being as sustainable as possible. The paper stock will be 150gsm on silk. The cover pages will be 200gsm on silk and the sticker sheet will be printed on gloss, cut out to each design’s individual shape.

In my survey that is previously mentioned, I asked my audience what would be a better platform to follow the zines journey, a website or an Instagram feed. 91% voted for Instagram out of 108 participants. From a business perspective this made sense, as it would not be beneficial to replace the Instagram in website form and would eventually result in unnecessary costs such as, server costs. There will be a website however this will only be used for purchasing the zine and a source of contact. The website for SUGAR will be structured as a landing page including images and illustrations from the most recent issue of the zine and links leading to 4 different pages, home, about, shop and contact.

Sticker Sheet

Sample Spread

Website landing page

Lock screen wallpaper

Instagram feed

Budget Distribution numbers for SUGAR Zine for the initial launch are low, this is due to the analysis of online engagement, as well as allowing to push the exclusivity of the publication. Digital copies will be sold alongside the physical publication. Distribution growth will correlate alongside the growth of the online platform, Instagram. SUGAR is an A5, 44-page zine on 150gsm silk paper, perfect bound and including a glossy A5 sticker sheet featuring 5 originally designed stickers. A print run of 100 copies from Mixam.co.uk would total at £140.50 (Magazine Printing - The UK’s Best Price & Quality, 2021), adding onto this the cost of 100 sticker sheets from stickershop.co.uk (Cheap Sticker Printing UK | Online Sticker Printing | Custom Stickers, 2021) which totals at £104, making it a total of £244.50, costing SUGAR Zine £2.45 each to print.

Costs of putting together a zine Printing 100 copies = £140.50 Sticker printing – 100 copies = £104 Other costs Adobe software • For all adobe software it costs £49.94 per month. Totalling at £599.28 per annum Studio Hire • Hidden heights is £45 for 3 hours of studio hire Freelance/contributor fees • For this issue of sugar, I only had one contributing writer • The article written is 459 words • I will pay a competitive rate based on the common rate in the market, at 20p per word. • This rate is good enough to attract more, better writers but it is also fair and will give opportunities to new, unestablished writers. • Totalling at £91.80 for the contributing piece Other magazine rates for freelance writers • Grazia – 50p per word (2017) • Gay times magazine – 11p a word rounded up to the nearest £10 (2017) • Marie Claire – 50p a word (2017) • Teen Vogue (US) - $50 per aggregated news story (2018) • The curiosity club - £50 per written piece (2021) • Cosmopolitan – 40p a word (2018) • Vice news and features – 20p a word (2018) • i-D - £200 per 1000 words (2018) (The Latest Freelance Rates For Journalism, 2021)

Model rates • Both models used in this issue of SUGAR were not signed under an agency • I offered £10 per hour as this is above national minimum wage • This rate could be considered low however I would be giving unsigned models an opportunity for coverage. Which Lauren and Nto both agreed upon. • The Shoot lasted 3 hours totalling at £30 payment each, £60 total Domain name • The domain ‘sugarzine.co.uk’ is available to buy from shopify.co.uk for 14USD per annum • The current exchange rate is 1 united states dollar equals 0.71 pound sterling • Making the domain name cost £9.92 per annum Distribution • Second class postage via royal mail • 100 second class stamps total at £66 Digital version • The digital version of my zine will be available to buy on ISSUU.com • Since the COVID-19 pandemic, ISSUU have changed their selling cost making it available to the free/basic plans for free

Total costs of SUGAR zine production per issue (SUGAR is a quarterly released publication so this is the average cost of every 3 months) • • • • • • • •

Printing of zine and stickers - £244.50 Adobe - £149.82 Contributing writer fee - £91.80 Distribution - £66 Model fees - £60 Studio hire - £45 Domain name - £2.48 ISSUU – Free

Creating a total of £659.60 to produce the current issue of SUGAR, and an estimate cost for all future issues. Due to the production costs of SUGAR, I felt an appropriate price of the zine would be £10 per copy for the physical version, and £5 for the digital. If all 100 physical copies sold, that would create a total of £1000. Minus the production cost that would leave a profit of £340.40. SUGAR is purpose over profit, therefore the quarterly profit would be put back into the publication, for example, this would allow more opportunities for promotion and more collaborators. There is also the possibility of the digital copy of my zine being purchased, as stated before in my target audience, 25% of participants would prefer a digital version to a physical. Other revenue in the future could potentially come from other means, such as merchandise, events, workshops and collaborations. SUGAR encourages brands which share the Values, to advertise in the publication in the future. The initial launch for this project would be self-funded as I could currently afford to do so with money saved up from my current paid internship and part time job.

Social and ethical responsibility

“Magazines should be used to promote change and motivate younger generations. We’re bored of commercial magazines that focus on selling. If you have a platform, teach” – Tori West. Editor and creator, Bricks Magazine. (Radin, 2016)

Within its content and production, SUGAR is committed to providing ethical, social and political awareness in all aspects. Correctly approaching the subject of social and ethical responsibility is a crucial part of this project, as this is the core of SUGAR and what inspired the concept from the start. Approaching this subject needs to be carefully thought through and approached appropriately in order to correctly serve SUGAR’s readership, and, to accurately represent the values of the movement. Authenticity is a fundamental aspect of SUGAR’s brand identity and concept as a whole therefore constant transparency is a necessary part that will be apparent in all potential endeavours. SUGAR is open to brand partnerships, advertorials and adverts in the future however they will be fully disclosed and made aware they are paid. As well as this, all brands partnering with SUGAR must be in line with the ethics and values and share the same beliefs on equality, diversity, sustainability and transparency. SUGAR is committed to sustainability and practises this by having a low print run. As well as keeping the exclusivity of the product at a high, it’s also a more sustainable approach. Digital copies are also available to purchase as a more sustainable option. Equality and diversity are core believes for SUGAR and they will continuously be practised and respected throughout every aspect of the zine as well as appropriate recognition and payment for all models and contributors. To further research this topic I conducted a small survey via Instagram Polls (see below). When asked if my audience was socially, ethically and politically aware, 89% of 116 participants answered yes. Of who answered yes, 73% of 100 participants stated that this would influence their decision to purchase a magazine. This data clarifies that a brands ethos and commitment to transparency are important factors in my target audiences purchasing decisions. Many people will invest into SUGAR for these reasons alone therefore it is vital to respect and understand all of those people.

Project management and risk assessment

SUGAR Zine, alongside the Instagram page and landing page, will be run independently by myself. Due to the independence of the project, there are many potential operational risks. This project may be running alongside potential full-time jobs and other business ventures therefore operational plans will need to be in place for SUGAR to run smoothly and successfully for example, Instagram posts and stories can be scheduled for upcoming weeks. SUGAR zine focusses on purpose over profit, the way success will be measured will be through audience response, rather than income. However, that doesn’t mean to say there are not financial risks that need to be taken into consideration. For example, a lack of sales means could potentially mean there are insignificant funds to pay models and creative contributors, resulting in not respecting SUGARS ethics and values, or having less content featured in the zine. There are many legal risks that could be detrimental to SUGAR if not researched and understood before publishing any work. All written work, from myself and contributors needs to be checked for plagiarism and copyright infringement. Not only would this break laws, it would also go against the values of SUGAR resulting in inauthenticity. “The Merriam-Webster Online Dictionary defines “plagiarism’ as “to steal and pass off (the ideas or words of another) as one’s own: to use (another’s production) without crediting the source: to commit literary theft : to present as new and original an idea or product derived from an existing source’1. This implies an element of dishonesty, as it involves the stealing or deception of work or ideas. However, The Oxford English Dictionary is more general. There, “plagiarize’ is defined as “take and use (another’s writing’s etc.) as one’s own2”. This does not necessarily involve any intent to deceive.” (Wiss-Carline, 2021) Libel is another large legal risk that most publications fear. Libel is “something written or published that makes false or unfair statements that are likely to damage the reputation of a person or organization.” (libel, 2021). A way to prevent this would be for me and all future staff to complete media law training, as well as having all contributing work checked before publishing. Posting and reposting other creatives work via Instagram could also face legal issues. “You can’t post someone else’s private or confidential information without permission or do anything that violates someone else’s rights, including intellectual property rights (e.g., copyright infringement, trademark infringement, counterfeit, or pirated goods).” (Instagram and Copyright: What Are the Terms of Use? Copyrightlaws.com, 2021) All work that is featured in the zine, or posted on the brands Instagram will be credited, whether that be my own work, paid collaborators or reposting other creatives work. All work not of my own or a collaborator will be posted out of admiration and appreciation, although, copyright claims could still be made regardless thus making it essential to have permission to reshare others work.

Promotion

The main source of promotion for SUGAR Zine will be through Instagram. Utilising this free platform is effective and allows me to connect to more of a niche target audience, rather than paying for advertising space on websites or physically in city centres which would reach a large sum of people but would only resonate with very few. An example is using relevant hashtags to each specific post, and, promoting the page on my personal Instagram account which has over 1k followers most of which replicate the target audience of SUGAR. Another benefit of collaborating with creatives and likeminded individuals is the potential opportunity to be reposted on their Instagram page or story, resulting in more promotion for the zine. There are also opportunities to purchase promotional spaces within the Instagram platform which would allow me to manually design my audience and reach the younger side of my target audience, as at the moment I am only reaching people 20-years old and above. Although social media is a great tool for promotion and is very beneficial to a start-up company as it is free, it can still be quite challenging to gain visibility for posts. Especially after the new Instagram algorithms. Other ways to promote would be to host a launch party for the zine. This has so many opportunities for free promotion. For example, curating a very specific guest list would benefit greatly as there is potential to be posted on their Instagram stories and feeds, which will most likely have a larger following. I would want to invite local and well-known activists as well as relevant influencers. Another way to promote would be featuring as a guest on relevant podcasts and YouTube channels. This would be a great way to gain exposure as well as allowing the audience to get to know the creator on a more personal level, which might influence more purchases of the zine. Some podcasts that would appropriate to be featured on would be ‘Adulting’ – oennone, ‘Goes without saying’ – Sephy and Wing and ‘Gurls Talk’ – Adwoa Aboah. Featuring on a podcast would again create the potential to be featured on their Instagram feed. For example, If I, the creator of SUGAR, was to feature on the ‘Adulting’ podcast, Oenone the host, would create an Instagram post promoting the episode as she does each week with every new guest. Oenone has 125K followers on Instagram thus creating a great exposure opportunity. You get an exclusive sticker sheet with every printed version of the zine as well as a lock screen wallpaper. The stickers may be used on phone cases, laptops and bags making them a form of verbal promotion. Seeing the stickers and lock screens could start conversations and direct new consumers to SUGAR.

Timeline

To conclude this strategic and promotional document, I have created a timeline showing the journey from concept development to the zine launch. As stated previously, SUGAR is a quarterly publication meaning 4 issues will be released each year, having a 3 month turn around each time. Below is the timeline for the 3 months it will take to produce one issue, after the initial launch, thus making the website live and Instagram feed already running.

January Outline zine concept Begin topic research Find collaborators Create shoot concepts Continue posting on Instagram Begin content and illustration concept planning

February Plan shoots and book models Start writing articles and editor’s letter Develop zine flat plan Start developing illustrations

March

Complete shoots and edit images Get work from collaborators to be checked over and finalised Finalise zine Allow two weeks for printing in case of delays or complications Finalise the digital version Post sneak peaks on the Instagram building up to the release SUGAR launch – 31st March

Start putting together the zine

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Wiss-Carline, J., 2021. Is Plagiarism Illegal?. [online] Plagerism Checker. Available at: <https://www.plagiarismchecker.net/is-plagiarism-illegal.php> [Accessed 10 May 2021]. Writing, H. and Novel?, H., 2021. A Look at Independent Magazine Publishing. [online] Writer’s Edit. Available at: <https://writersedit.com/self-publishing/look-independent-magazine-publishing/> [Accessed 10 May 2021].

Appendices Primary research survey