WHAT MAKES A CAMPAIGN COHESIVE?

WHAT IS A COHESIVE MARKETING CAMPAIGN? • A campaign that links across different media platforms

(cross media convergence) that shows a relationship between each other

• Brief 14 is already allows us to do a cohesive marketing campaign for my ancillaries I would be doing billboard and a radio advertisement

WHAT IS MY TARGET AUDIENCE?• My target audience are people ages 20-30• Income bracket at B-C2 • VAL group: Achievers, Striver-s, Experiencers • Are mostly digital natives, growing up with the

exploitation of TV, computers, video games. • Lifestyle: People whom are just starting their first job,

very opinionated, hoping to try new things and go to new places, discovering different things, depend on social media sites

RESEARCH- WHAT MAKES IT SUCCESSFUL?- SOCIAL MEDIA SITES • I personally think that using social media sites such as

facebook, twitter, instagram are very useful tools because almost everyone owns at least ONE converged device, they can access the site at any time of day.

• With just one “share”, “like”, “re-tweet” anyone could view my campaign

ACTUAL EXAMPLES- TIME OUT MAGAZINE

SOCIAL MEDIA SITES

IPAD/IPHONE APP

ONLINE SUBSCRIPTION

RADIO ADVERTISING • As a part of my coursework, I would need to make a radio

advertisement to support my magazine. • In order to make them feature my radio advert on their

commercial radio station, I could feature advertisements and sponsorships with them on my website.

• My magazine and them can hold give aways and different events as we are in a way conducting a partnership.

• This raises awareness within both parties due to publicity • My potential target audience would also be aware after

hearing about us on the radio. • This way it is a win-win state, where both parties have

benefit something.

WHAT I FOUND OUT…• Time out is avalible in many countries, and not only

introduces London, but also different countries such as India, New York, etc.

• As the technology is progressing and developing every single day, I would take this opportunity to widen my audience

• It has established the idea that it takes readers and tourist to places that are never really written on guide books, and they explore the rather urban and chic side of the country

• Time out has a feeling of readers feeling ‘chilled’ and relaxed at the same time something I would consider

WHAT CAN WE DO?• We have to have an aim in order to establish the campaign • We have to conduct market research within the target

audience to see what the actually like in order and set up the campaign accordingly.

• Youtube is one of the fastest growing video sharing websites in the world

• By setting up a youtube channel; introducing the different places that are included in the magazine

• I can invite famous youtubers to take people around London and introducing attractions and gigs

• I will also create online apps, websites, social media sites, we could have a potential success

FURTHER EXPANDING MY IDEAS..• As mentioned, I would consider to use a youtuber as a

main focus in my magazine • People watch these people for fun/leisure• Companies have a collaboration with them as opportunity

to reach out to the audience • Companies pay youtubers/ sponsor them to sell the

products/service • I could do the same, but actually interviewing the

youtuber while we go around Leicester and discovering more