reportagen - corporate communication presentation
Post on 19-Jun-2015
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TRANSCRIPT
WELCOME
REPORTAGEN
• A5 canvas booklet
• 6 reportages
• 6 issues a year
• Illustrations vs photography
• Matching advertisements
• Editor-in-chief, founder & face
• Currency dealer, winegrower, pizzaliolo, German teacher
• Passion for reportages
• Launched the first issue 26th October 2011
DANIEL PUNTAS BERNET
• Small, young & independent
• Still in growth-phase
• Strong brand identity
PUNTAS REPORTAGEN AG
• No competitors in German market
• „Worst Case Scenario“ – Spiegel Reporter
• Time is key competitor
POSITIONING
AUTHENTICSOCIOCULTURAL
REPRESENTATION
INTENSE READING
CASUAL READING
FAST CONSUMPTIONMEDIA CULTURE
• Julian is the brand persona
• Represents REPORTAGEN mind-set
PERSONA
• Message
• Current touch-points
• Recommendations
COMMUNICATION STRATEGY
• 3 different messages
• Inconsistent
• Emphasize different elements
CORPORATE MESSAGE
„Das unabhängige Magazin für erzählte Gegenwart“
„Das unabhängige Magazin für die Nebenschauplätze dieser
Welt“
„Weltgeschehen im Kleinformat“
‣ FOCUS ON ONE MESSAGE
• Available in bookstores, kiosks and selected stores
• Not available in every kiosk
• Hard to find
POINT OF SALE
‣ STICK TO A FEW SELECTED PLACES BUT BE COHERENT
• Selected locations
• Places that suit the magazine
• Gastro-subscription
LESECAFÉS
‣ EHANCE RELATIONSHIP
‣ LOCATION BRANDING
• FREITAG am Donnerstag
• Reference Bags
• Win-win situation
FREITAG CO-BRANDING
‣ KEEP RELATIONSHIP AND USE TO PENETRATE GERMAN MARKET
• Clean & simple
• Not as strong as the tangible product
• Online shop is not user friendly
REPORTAGEN.COM
‣ HAS MORE POTENTIAL TO BE USED AS A COMMUNICATION TOOL
• Suits brand & image
• More interactive that corporate website
• Active communication
SOCIAL MEDIA
‣ KEEP ON WITH SOCIAL MEDIA STRATEGY
• Articles in newspapers and literature magazines
• Nomination Schweizer Design Preis
• Positive Publicity
PUBLIC RELATIONS
‣ SEND FREE SAMPLES TO OTHER PUBLICATIONS
• Presence at exhibitions
• Direct interaction with subscribers & potential readers
EXHIBITIONS
‣ THIS CHANNEL COULD BE INCREASINGLY USED
• Orange cinema
• Facebook campaign
• Give-away
SINGLE STORY SAMPLES
‣ CONTINUE TO USE THIS COMMUNICATION TOOL
• Strongest channel
• Nearly everyone knows REPORTAGEN from a friend
WORD OF MOUTH
‣ REWARDS SYSTEM FOR BRAND AMBASSADORS
RECOMMENDATIONS
‣ REWARDS SYSTEM FOR BRAND AMBASSADORS
‣ CONTINUE TO USE SINGLE STORY SAMPLES
‣ SEND FREE SAMPLES TO OTHER PUBLICATIONS
‣ KEEP ON WITH SOCIAL MEDIA STRATEGY
‣ KEEP RELATIONSHIP AND USE TO PENETRATE GERMAN MARKET
‣ LOCATION BRANDING
‣ STICK TO A FEW SELECTED PLACES BUT BE COHERENT
‣ FOCUS ON ONE MESSAGE
NEXT STEPS
A stronger communication strategy will help REPORTAGEN...
• be more accessible
• increase brand awareness
• engage (new) customers
NEW STRATEGY
• Strong brand
• Signature colours
• Provoking headlines
PRINT ADS
CINEMA ADS
LOCATION BRANDING
GIVE AWAYS
TALKING ABOUT GIVE AWAYS...
THANK YOU
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