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LunarCreative Consultancy

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Creative Marketing Report

Date Issued: 27.03.2012

Distribution list: Jo Holloway

Cynthia Lawrence-JohnTeresa Havvas

Anna BangYana Sheptovetskaya

A concept created for Volt Magazine by Lunar Creative Consultancy.

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Table ofContents

Executive Summary

Aims

Audience

Objectives

Concept

Film Concept

Industry Launch Event

Location

Promotion for Readers

Costings

Competitors

Conclusion

Recommendations for Client

Appendix

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Executive SummaryLuna Creative proposes a marketing strategy for Volt Magazine under the title of ‘Amuse Me’. This consists of a theme for the anniversary issue, a short fashion film and a launch event. Each of these elements will be based around the concept of muses and inspiration, working as a unifying topic to draw together all aspects of the plan.

The main aims of this marketing concept are to achieve increased press coverage, maximize awareness of the brand to a targeted demographic and increase views of Volt TV, ensuring that this platform is used to its full potential. The proposed strategy aims to target not only Volt’s existing readership, but also a younger demographic that the brand is currently missing.

The main component of this marketing concept is the film created for Volt TV. A short film accompanies this marketing report, acting as a model to the final fashion film proposed within this plan and aiming to provide a visual suggestion of the final aesthetic and style.

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AimsThis report aims to comprehensively explain the creative marketing concept created for Volt Magazine. Through thorough research of the Volt brand, this proposal has been created to target the relevant demographic and maximize publicity and awareness surrounding the brand.

The Volt audience consists of both male and female readers, predominantly professionals who are working within the creative industry. The main age bracket spans from 25-44; although this is a broad range the readership as a whole values quality and style, and is selective in their purchases. Volt’s reader resides in cultural environments abundant with art, design and fashion such as London, Paris, Milan and New York and this is reflected in their interests.

Audience

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Objectives

The SWOT analysis, found in the appendix, shows the key strengths of the Volt brand to be a clear vision and style for all content and branding, extensive understanding of the existing audience, a strong online presence; including Volt TV which is a unique platform that sets Volt apart from other similar publications, and the focus on quality of content rather than quantity. From this it is clear that the brand has potential to develop further upon this foundation by recognizing it’s weaknesses as potential areas for growth.

To generate press exposure surround-• ing the launch of the anniversary issue.Increase awareness of all aspects of the • brand to the target demographic.Maximise views of Volt TV and ensure • this platform is utilized to its maximumBegin the ongoing development of Volt • TV as a recognized platform for com-missioned fashion film. Generate excitement around the maga-• zine from industry and readership, via a unique launch event.

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The marketing strategy comprises of an anniversary issue, a short fashion film and a launch event – all of which are themed with the title ‘Amuse Me’. Stemming from the concept of the creative muse, this topic relates to what inspires and amuses. This is an idea that can be perceived in a variety of ways and therefore allows room for creative interpretation from contributors of the magazine.

Concept

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The key component of this marketing plan is the fashion film, which serves as the unifying aspect, drawing together all of the proposed elements. As the fashion industry is constantly changing and evolving, so too is the idea of the perfect creative muse. The fashion film aims to explore what epitomizes Volt’s ideal muse of today and how this has changed with the growth of the brand since the beginning. Whereas previously theatrical, avant-garde and dramatic styling has been fuelling the creative scene, Volt’s style is now progressing towards a more refined, minimalistic and understated style with clarity and substance. This will be reflected in the film by depicting four different muses, looking at three original, alternative muses, which are as follows; one who makes sound by striking the air, another who is born from the movement of water and the third who is embodied only

in the human voice. The fourth will be a depiction of Volt’s ideal muse of today. The film will start with very dramatic and over-exaggerated looks, gradually becoming simpler and more understated, representing the contemporary fashion industry and its progression from extreme, exaggerated styling to something much more clear and refined. The film aims to explore how Volt’s style, and therefore muse, has changed since the beginning of the brand. Consequently, this makes it relevant to look at how muses were depicted when the concept first began, and how this idea has developed. The three historical muses provide a starting point for styling ideas, putting them within a contemporary fashion context and illustrating the changing styles, themes and cultural ideals. Ending the film by relating this to Volt’s contemporary muse acts as a metaphor for where the brand currently sits within the industry.

Film Concept

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To maximize press exposure surrounding the launch of the anniversary issue, a secret screening of the fashion film will be held at the launch event for an estimate of 150 key industry professionals such as selected press, bloggers and sponsors. A preliminary guest list will be created closer to the event date due to the fickle, constantly changing nature of the industry. We aim to invite guests who are at the forefront of the fashion industry and who are influential characters at that time.

The film will be screened in a cutting edge and unique style, such as projecting the imagery onto the ceiling and inviting the audience to view it lying on the floor. This is fitting with the Volt style demonstrated at previous events, which have always included an unexpected twist to ensure a memorable experience for the guests. This also aims to generate a high level of press exposure. Prior to the event, ‘Save the Date’ cards will be sent out to guests as a pre-invitation in order to generate curiosity and interest, as well as creating suspense and a feeling of mystery.

Industry Launch Event

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Volt have never held an event alongside the River Thames, which is a fundamental location within our capital city. It would be appropriate for this occasion due to the inspiring scenery and culture surrounding this area.

Event Location

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The launch party and film screening will be held at Altitude 360, at the top of the Millbank Tower overlooking the River Thames. This venue is perfect for this event because it is also very minimal and contemporary in style, fitting with the Volt brand. The space will act as a blank canvas for the film to be projected in a creative and conceptual way.

The venue have quoted a price of £40 per head, to include staff, catering and facilities. We have allocated 100 invites for this event to ensure that we keep within the overall budget outlined in the costings section (see page 18.) The total cost for use of this venue would therefore be £4,000.

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To generate excitement and anticipation surrounding the launch of the anniversary issue for potential and existing readers, the film will also be streamed live online on the Volt Café website. This will ensure the audience feels involved with the event, whilst the distance ensures it maintains a sense of exclusivity. In the lead up to the film streaming there will be a countdown displayed on the Volt Café home page. This would begin ten days prior to the screening, and would not disclose what it is counting down to. This aims to provoke curiosity and interest from visitors of the site which will encourage them to return; thus increasing website traffic. The marketing concept is tailored to target different areas of Volt’s audience; primarily, the film screening and launch event will target key industry professionals, such as selected press, bloggers and sponsors. Streaming the video online will target the Volt magazine reader, who is unable to directly access the event to ensure that it maintains a sense of exclusivity, but who will still feel involved in, and excited by the concept.

Promotion for Readers

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CostingsThis marketing plan works realistically to an initial budget of £10,000 for both the production of the film and the event in its entirety.

Although there is a set budget for the event, it would be in Volt’s interest to acquire additional sponsorship from relevant companies such as Ciroc drinks and Metcalfe’s popcorn which would contribute to the catering of the event.

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Filming location (hire)• Filming staff (photographer, make up artist, • model, hair stylist, wardrobe stylist)Event venue hire• Event catering• Event staff• Event security•

Considerations

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Volt is a creative fusion of fashion, art and culture, which exists in both print and online formats in a way that is unique to current artistic media publications. The large scale of the magazine and image focused content sets Volt aside from the majority of their competitors within this print genre.

The sophistication of Volt TV as a standalone platform for fashion film distinguishes it from the online presence of competitors such as Dazed Digital and i-D Online; these are websites that offer an extension of the content within the magazine rather than additional media that is separate from the magazine subject matter. This is why Volt TV has become an integral part of this marketing concept.

Competitors

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Through identifying objectives that Volt would like to achieve, such as maximising awareness of the brand, a creative concept has been created with these objectives in mind for the anniversary issue in the form of a theme for the issue, a fashion film and a launch event. This concept aims to involve a variety of demographics and creative industry professionals in order to achieve these objectives. The diversity of the theme allows it to cover all aspects of the brand, ensuring that everyone is able to celebrate the anniversary through print and online. New audiences will be acquired via the press coverage of the launch event and existing audiences will be enticed through the countdown of the event and live streaming of the film. In conclusion, the proposal will ensure that all aims and objectives are met through suggested methods.

Conclusion

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For the anniversary issue of Volt magazine, a recommendation which directly relates to this marketing concept is to incorporate the short film as an editorial within this edition. Also, various film stills could be used as different front covers for the magazine; this will encourage readers of the magazine to watch the film and viewers of the film to read the magazine. Therefore, increasing the awareness of both Volt magazine and Volt TV to existing demographics and also new audiences.

Volt’s content within the magazine and online is relatable to a broad range of demographics, however currently the majority of the readership is 25 years of age to 44 and above, making the minority of Volt’s audience 20-24, which is only 10% of the total readership. This has been recognised as a potential area for improvement, ensuring that the Volt brand is accessible to a younger demographic

who share Volt’s visions of the world. This marketing concept aims to achieve an increase of readers within the age bracket of 18-24 by making the content accessible and increasing awareness to this demographic. This could also be achieved through the promotion of Volt by key bloggers that are relevant to this target audience.

A recommendation for the future which builds on existing success of the Volt brand is to utilise Volt TV to its maximum as a separate platform for cutting edge fashion films to the magazine. As a result of this marketing strategy, this will be achieved as the press exposure gained will maximise the awareness of Volt TV, therefore creating an increased amount of views of Volt TV. Other ways that this could be achieved is through additional promotion of Volt Cafe within the magazine which will encourage readers to visit the website that aren’t already regular viewers.

Recommendations for Client

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Appendix

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Appendix 1Preliminary Guestlist

We propose to invite 100 guests. The following preliminary list is an example of the appropriate selection of press and industry professionals.

PRESS Natalie Hartley (InStyle)Lisa Armstrong (Fashion Editor, Telegraph)Julian Gregory (Co-Founder, F.TAPE)

BLOGGERSNavaz (Diney Roller Girl)Susie Lau (Style Bubble)Sandra Hagelstam (Five Inch and Up)Trine Jespersen

MISC.Helen McGuckin (Stylist) Alexander Fury (ShowStudio)Becc (Bloody Gray PR)

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Strengths

Weaknesses

Clear vision and style for all content, • across all platforms.Strong branding, unifying all elements • of the brand. Volt TV as a standalone platform for • fashion film.Good contacts and body of previous • content; Volt has worked with innova-tive, upcoming talent as well as estab-lished creatives in the past which gives them credibility.

Missing a younger demographic • although their content appeals to this market.Events previously only appealed to • press and industry but not to readers.Limited distribution prevents Volt from • reaching maximum potential audience.

Appendix 2S.W.O.T. Analysis

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Opportunities

Threats

Ensure that Volt TV is utilized, as it is a • key strengthReach out to younger audience and • increase overall readershipFurther collaboration with F.TAPE• More reader involvement •

Magazine industry (particularly • fashion/art/culture) rapidly growing - increased competitors, including online publicationsNeed to maintain consumer loyalty by • involving readers directlyPrice of large scale printing and • publishing vs. selective distribution