Download - 5021 big issue pitch
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THE BIG ISSUE: THE WOMEN’S SUBSCRIPTION ENTERPRISE
Group 9026Yuyu Kong (3341952)Blandina Wingyin Kwok (3359771)Kate van der Mye (3255030)Yuchen QI (3363810)Ruiwen Liu (3360583)
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Content
Part 1: Who is New Concept?Part 2: We heard you!Part 3: Our FindingsPart 4: Our StrategyPart 5: ConclusionPart 6: Q&A
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Who is
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New Concept Advertising
• Founded 2000• Dedicated to NGO• Winner of 5 Cannes Lions
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Our Clients
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We are your superstars!
Blan – Your Muse (Creative Director)
Lois – Your Voice(Account Manager)
Sudy – Your Michaelangelo(Art Director)
Kate – Your know-it-all IT diva(Digital Media Director)
Yvonne – Your Direction(Strategy Director)
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We heard you!
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We understand you are…
NGO
Street Magazine
Male vendors
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Your New Product
Disadvantaged Women
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How to help?
Disadvantaged Women
100 : 1
Opportunities
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National Corporations?
Sydney
Melbourne
Adelaide(Google 2011)
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The enterprise is…
(Bates, 2009)(Morgan,2008)
(Rapid change group, 2007) (boyko)
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Money, money, money
NGO
(Glatz, 2011)
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Evaluation
• Create jobs for at least 1000 women by this time next year.
• To increase the number of subscriptions by 10% by the end of 2012.
(The Big Issue 2011c)
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Our Findings
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Real Issue
? (van der Gailen 2011)
(Hetti 2011)
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What are the targets thinking?
Jessica, 33-year-old general manager of a café“I just get confused because all the magazines start to look the same.”
(Griessel)
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Target Audience – bull’s-eye
ABC Café in Sydney CBD
(Jahroc Furniture)
(Tribeca 2011)
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Who will be there?
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Target Audience - Primary
Businesses with reception areas in CBD
(Central Interior Design 2011)
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(InWaiting)
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Market Insight
• Magazines in the market tend to inform readers about everything.
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(Mannohai 2007)
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Consumer Insight
• Business owners are struggling on which magazines they should get for the reception area.
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Brand Insight
• The Big Issue has a special human touch in their stories.
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Challenge
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Getting business owners to know The Big Issue is very different from the other
magazines.
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Our Strategy
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When they all line up…
Issue Insights Challenge SMP
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Single Minded Proposition (SMP)
The Big Issue has more of a human touch than other magazines.
(Capel 2010)
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Tone of Voice
Open Caring Honest
(LWA 2003) (Middle-aged diva 2011) (Francis 2010)
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Requirements
•subject to the creative team
Deliverables•name
of the brand
•the product
•Website of the product: http://womens.thebigissue.org.au
Mandatories
•$XXX,XXX.00AUD
Budget
•December 2011
Timing
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Conclusion
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We are…
(Kemal Bas)
(Nash Photos)
(Cole)
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Why bother?
(Time 2011) (Vogue AU 2011)
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The Big Issue has more of a human touch than other magazines.
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Q&A
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References
• Bates,P. 2009, Engagement Proposal Sunrise on the Beach, accessed 6 October 2011, <http://paulbates.com/engagement-proposal-sunrise-on-the-beach-pictures-photos >.
• Boyko, I. n.d., Negative Icon, accessed 6 October 2011, <http://www.veryicon.com/icons/system/must-have/negative.html >.
• Capel, C. 2010, ` Breaking campaign: Big Issue creates chances‘, Business Information, 15 October, accessed 6 October 2011, <http://www.bandt.com.au/news/breaking-campaign--big-issue-creates-chances >.
• Central Interior Design 2011,` Topline Corporate Headquarters is a small footwear design company based in Bellevue, Washington by NBBJ’, Central Interior Design, accessed 10 October 2011, <http://www.centralinteriordesign.com/4552/topline-corporate-headquarters-is-a-small-footwear-design-company-based-in-bellevue-washington-by-nbbj.html>.
• Cole, S. n.d., Blowing Bubbles, Getty Images, accessed 10 October 2011, <http://www.gettyimages.com.au/detail/108315222>.
• Doctors Without Borders 2011, logo of Doctors Without Borders, Doctors Without Borders, accessed 10 October 2011, <http://www.doctorswithoutborders.org/ >.
• Francis, A 2010, Big Issue marketing & communications manager Natalie Susman with street vendor salesperson Clarissa Hall at the Melbourne HQ of the magazine, The Australian, 26 July, accessed 6 October 2011, <http://www.theaustralian.com.au/media/big-issue-launches-subscription-drive/story-e6frg996-1225896943856 >.
• Glaze, C. 2011, Saving Money on Home Technology, accessed 6 October 2011, <http://www.gearfuse.com/saving-money-on-home-technology/ >.
• Google 2011, map of Australia, Google Australia, accessed 30 September 2011, <http://maps.google.com.au/maps?hl=en&tab=wl>.
• Griessel, S., n.d., `Smiling lady in cafe with laptop and mug’, 123RF, accessed 8 October 2011, <http://www.123rf.com/photo_7136886_smiling-lady-in-cafe-with-laptop-and-mug.html >.
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References• Hetti 2011, ‘spirited design: the big issue’, kis keep it simple, weblog post, 3 January, accessed 10 October 2011, <
http://think-kis.com/blog/2011/01/03/spirited-design-the-big-issue/>. • InWaiting, n.d., `Readership’, InWaiting.co.nz, accessed 8 October 2011, <
http://www.inwaiting.co.nz/advertisers-readership.html>.• Jahroc Furniture, n.d., `Café Dining Suite’, Jahroc Furniture, accessed 8 October 2011, <
http://www.jahroc.com.au/10972.htm>.• Kemal Bas, n.d., Multi Tasking Man, Getty Images, accessed 10 October 2011, <
http://www.gettyimages.com.au/detail/108316196/Vetta>.• LWA 2003, Woman spreading arms wide under blue sky, side view, Getty Images, accessed 9 October 2011,
<http://www.gettyimages.com.au/detail/200365587-001/Photographers-Choice>.• Mannohai 2007, `Magazine stand’, Mannobhai on Flick, accessed 8 October 2011, <
http://www.flickr.com/photos/shoestringtheband/1281391101/>.• Middle-Aged Diva 2011, `Caring for aging parents’, Middle-Aged Diva, weblog post, accessed 9 October 2011,
<http://middle-aged-diva.blogspot.com/2011/04/caring-for-aging-parents.html>.• Morgan, J. 2008, How do you maintain a positive online presence? accessed 6 October 2011, <
http://www.jmorganmarketing.com/how-do-you-maintain-a-positive-online-presence/ >.• Nash Photos, n.d., Dart in bulls eye, Getty Images, accessed 10 October 2011, <
http://www.gettyimages.com.au/detail/103416044/Photographers-Choice>.• Oxfam Australia 2011, logo of Oxfam Australia, Oxfam Australia, accessed 8 October 2011,
<http://www.oxfam.org.au/>.• Rapid change group, n.d., the problem, accessed 6 October 2011, <
http://www.rapidchange.com/Home/EngagingEmployees/tabid/79/Default.aspx >.• Save the Children 2011, logo of Save the Children, Save the Children, accessed 10 October 2011, <
http://www.savethechildren.org/site/c.8rKLIXMGIpI4E/b.6115947/k.8D6E/Official_Site.htm>.
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References• Ted Noffs Foundation 2011, logo of Ted Noffs Foundation, Ted Noffs Foundation, accessed 9 October 2011, <
http://noffs.org.au/>.• The Big Issue 2011a, logo of The Big Issue, The Big Issue Australia, accessed 6 October 2011,
<http://thebigissue.org.au/>.• The Big Issue 2011b, logo of The Women’s Subscription Enterprise, The Big Issue Australia, accessed 6 October 2011,
<http://womens.thebigissue.org.au>.• The Big Issue 2011c, picture of the subscription model, The Big Issue Australia, accessed 6 October 2011,
<http://womens.thebigissue.org.au>.• Time 2011, Time magazine cover – Steve Jobs 1955-2011, Time Magazine, 17 October, accessed 10 October 2011, <
http://www.time.com/time/covers/0,16641,20111017,00.html>.• Tribeca 2011, ‘On site Café’, Tribeca Service Apartment, accessed 10 October 2011, <
http://www.tribecaservicedapartments.com.au/amenities.htm>.• UNHCR 2011, logo of UNHCR, The UN Refugee Agency, accessed 10 October 2011, <
http://www.unhcr.org/cgi-bin/texis/vtx/home>.• van der Gailen, M. 2011, `Teaser: A Google Plus-Related Magazine Coming Up’, Michael Blogs, weblog post, 2
October, accessed 9 October 2011, < http://michaelblogs.com/teaser-a-google-plus-related-magazine-coming-up/>.• Vogue AU 2011, Vogue Australia Nov 2011 Cover, Vogue Australia, accessed 10 October 2011, <
http://www.vogue.com.au/vogue+magazine/>.• World Vision 2011, logo of World Vision, World Vision, accessed 8 October 2011, <http://www2.worldvision.org/?
&r=t>.• WWF 2011, logo of WWF, WWF, accessed 10 October 2011, <http://www.wwf.org/>.