The Washington Post Express
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Transcript of The Washington Post Express
BACKGROUND
Brand Promise: News. Brief.
Sam& Mallory
Express is a free newspaper in the Washington DC Metro Area.
It offers readers an abbreviated version of the Washington Post.
It contains content that is updated and released monday through friday
Over 1,400 distribution locations found at metro stations and bus stops
ABOUT EXPRESS
Sam& MalloryEXPRESS PURPOSE
Reach people who do not necessarily subscribe to the
Washington Post
Compete with other free newspapers in major cities
Drive revenue from advertisers by giving them a way to reach
the daily commuter
Sam& MalloryTHE CONTENT
WorldLocal
Entertainment SportsFitness Food & Drink
Sam& MalloryTHE AUDIENCE
339,900 daily readers
2nd most read daily newspaper
Physical newspaper usage:Washington > National Average
Demographics:62% men73% employed57% between 18-24 years old
(mean age: 42)70% graduated college$94K avg. household income11% daily post readers
62%
73%
70%
Demographics:
18 44
57% years
94K
EXPRESS RECENT REBRAND
SWOT ANALYSIS
STRENGTHSFree
Credibility
Physically accessible
WEAKNESSESLack of Millennial Readership
Lacking connection to Post
No consistency
OPPORTUNITIESMobile App
Promotions
Partnerships
THREATSDigitized Newspaper
Change in Commuting Trends
RESEARCH
METRO INTERVIEW RESULTSWhat is the newspaper on the metro called?
18/41 people said Express
Do you read the Express Newspaper?
30/41 people said no or quite rarely
What percentage of your friends would you say have heard of this paper?
10 people said less than 10%, 14 people said 11-25%, 8 people said 26-50%,9 people said 51% or more.
Did you know that Express is written by The Washington Post?
15/41 people said yes
41 interviews. 17-32 years old. All rode metro at least two days a week.
“I sometimes read the paper on my phone, rarely the physical copies.”
METRO INTERVIEW RESULTS“I already have the news by the time I get on the metro through my phone.”
“I never saw anything that made want to revisit the paper.”
“I read the paper when I’m bored.”
“I generally tend to take the paper, but only when someone is outside hands it to me.”
“I like it, it’s a quick read on my quick trip, but I like city paper [because they have articles that appeal to me more].”
“I don’t know the name of the paper, don’t they just distribute the Washington Post?”
“I don’t have an opinion [of the paper], because I don’t really read it.”“I only check news on my phone.”
“I like the name, it’s appropriate cause the news is fast and we are moving fast.”
72% have never
heard of Express
ON-LINE SURVEY RESULTS Dana
46% don’t want to pay for it
News Source:
46%Internet
27%Social Media
11%Apps
96% don’t regularly read a newspaper because:
60% don’t receive it
37% feel it’s inconvenient
Out of 144 respondents….(86% between the ages of 18 and 24)
73% read/watch the news sporadically throughout the day
63% of those who have heard of it rarely or never read it
INSPIRATION
STRATEGY
REVITALIZE BRAND
TRANSACTION PROCESS
BRAND AWARENESS
OUR PLAN
REVITALIZE BRAND
mallory
#229fd7 #ffffff
Brand promise: Same source, quicker read
mallory
EXPRESS LAYOUT
WEBSITE
TRANSACTION PROCESS
APP
REDESIGN BOXES
HAWKERS
FRONT BACK
BRAND AWARENESS
Social Media
Vugo
TripIntent Technology
Pay only for real impressions
Penetrates target market
VIDEO PLACEMENT
APP BANNER ADS
“ALL TRACKS LEAD TO
EXPRESS”
“TRY THE WASHINGTON POST EXPRESS”
SOCIAL MEDIA
SOCIAL MEDIA
SOCIAL MEDIA
SOCIAL MEDIA
EXPRESS GOLDEN TICKET
EXPRESS GOLDEN TICKET
EXPRESS GOLDEN TICKET
Increase RevenueMillennial Advantage
Free Partnerships
Social Media Giveaways
Advertise Giveaway
App development costs: $50,000 - 100,000
Print Advertisement costs:
Bus shelter ads: $1,700 - 2,500 per ad per four week period
Interior bus ads: $45 - 70 per ad per four week period
Metro rail car ads: $20,000 per month
Vugo: $95 - 495 a month depending on plan
Banner ads in local apps: $0.20 – 2.00 per RPM (ios), $0.15 – $1.50 per RPM (andriod)
Redesign of the bins: $7 per spraypaint, $20 per custom stencil
Vest purchases: $23.73 each if 130 ordered
BUDGET
App ad banners: App ad interstitials:
POTENTIAL REVENUE GAINS
IOS: $0.20 – $2.00 Andriod: $0.15 – $1.50 IOS: $3.00 – $5.00 Andriod: $2.00 – $4.00
QUESTIONS?
