nightowl proposal

8/12/2019 NightOwl Proposal

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NightOwlPurpose Statement

The purpose of our campaign is to:

1.Put NightOwl magazine at the forefront of our target publics minds andcreate brand interest.

2.Get people talking about NightOwl and encourage our target publics to buyour magazine when it comes out.

3.Include a way to build a database of people who are interested in NightOwland plan to convert them into readers and buyers later.

4.Harness new and traditional media, PR and publicity to read potentialreaders.

5.Get people talking about NightOwl, by giving them a stated or impliedinvitation to participate online at the Trade Fair.

6.Be fun.


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NightOwl Situation Analysis

Overview:NightOwl magazine is written for people who like to work, create, and play duringthe nighttime. In order to have a successful magazine launch that gets our nameknown, and to invite people to read about us, we must consider the following items:

Strengths:NightOwl has subject matter that appeals to a niche market. Our magazine exploresthe night from a different perspective that is local, and enjoyable to read. Our targetreader demographic is for different kinds of night owls, like shift workers, artists,students, and insomniacs. They all have one thing in common: the night.

The NightOwl team is well equipped. Each of us has different talents that will helpthe magazine and the launch respectively. Each member brings a background of

diversified work experience. We have three strong writers and editors who havebeen published in the past, and two experienced photographers and layoutdesigners who have a strong media presence. As a team, we can balance theworkload and help each other in the areas needed.

Weaknesses:As students, we have a limited budget. This will restrict our options in the way weset up our presentation and signage for the booth. We will also need to be creativein how we spend the money that we raise.

Timing is very important. Because we dont have a lot of time in class, we need to

schedule time outside of class. Making sure we have everything done on time is keyto being successful. We have scheduled a time to meet each week to make sure thisdoesnt become a problem in the future.

Opportunities:Since we are students at the Red River College Exchange District Campus, it is agreat opportunity. Our launch will take place in The Atrium, which is great forNightOwl because the campus is filled with artistic students who we are targeting tobe part of our readership.

During the launch, students will walk by the booth and interact with our teammembers. We are hoping to exploit social media and encourage visitors at our boothto post photos to social-media sites.

With the amount of foot traffic at this event, there is a good opportunity fornetworking. Many alumni and industry professionals in the CreativeCommunications field will be attending the launch.


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This is a good opportunity for our team to mingle with professionals and get ourname known. It could also allow for future employment opportunities.

Threats:We are considering setting up a photo booth station beside our table. We will bring

masks and costumes for guests in which to dress up. Having a photo booth meanshaving a camera. If the equipment is slow, or doesnt save properly, we wont havephotos to post on social media.

Our competitions booths is other magazines at the fair. What other teams do is outof our control. This means that our publics will have other places to visit and mayhave limited time at our booth.

Needs:As a magazine group, we need to work together to create an interesting magazinefor our readers, and to plan a launch event to successfully reach our goals. We need

to make sure we talk to our target audience to give them exactly what they will wantto read. Reader input is essential.


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NightOwl Audience Analysis

Primary Target: Creative Arts Students

Creative Arts Students attend Red River College, Exchange District Campus. They arein Creative Communications, Graphic Design, and Digital Media Design. Males andfemales fit this target group and range from age 18 to 28.

These students love creative arts as much as they love their caffeine. They enjoyworking on their homework during the night, as thats when they feel more creative.They also stay up late on the weekends, enjoying the Winnipeg nightlife and hangingout with their friends. Most of the students have part-time jobs like waitressing orbartending to help them get by on a student budget.

Creative Arts Students live in their parents basement or in small apartments

downtown. They enjoy reading interesting, local stories. They are constantly lookingfor different venues that are open late around the city to hang out with friends orjust relax after a long school week.

Description: Jake is in his first year of the Graphic Design program at Red RiverCollege, Exchange District Campus. Jake works one shift a week on the weekends asa bartender at JOEY Polo Park. He prefers to stays up all night to work on hishomework because he feels more creative. Since Jake has spend a semester inGraphic Design, he has balanced his social life and his school work. He now hasspare time on the weekends and some evenings for doing the things he enjoys, likereading and painting.

Desired outcomesBefore the Creative Communications Magazine Fair takes place, we would like ourprimary target audience to be aware of NightOwl magazine. We will do this by theuse of social media and word of mouth around the Red River College campus togenerate buzz. We will create word of mouth by guerrilla marketing and coffeeinvitations to the event.

Name: JakeAge: 22Relationship Status: SingleLives: In his parents basement in River HeightsLikes: Coffee, Jack Daniels, Muse and Twitter

Hang-outs: Kings Head, Tim Hortons, the computerlab in The Roblin Centre


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After the Creative Communications Magazine Fair, we hope to have establishedourselves in the Creative Arts Students minds. We want them to be aware of what

our magazine has to offer.

We also want to show our range of content, from humorous stories about staying up

late, to where to get the best burger at 2 a.m. We will do this by having copies of ourmagazine for them to look at.

We also want the Creative Arts Students who havent added our Twitter and

Instagram to add and share it with their friends. We will make it easy for them tofind our handle by putting a sign at our booth with our Instagram and Twitter name.We will take pictures at the Creative Communications Magazine Fair, post them onInstagram and Twitter, and tag the students in the posts. That way the students willfind us easier and bring them to our social media sites.

Secondary Target: Coffee-Loving CopsThe Coffee-Loving Cops are male and female and range from 25 to 45. Each officerworks three alternating shifts: daytime, evening and over-night. These policeofficers enjoy protecting their city, and mingling with co-workers. They like to talkover coffee at Tim Hortons in The Roblin Centre on their breaks. Most of the officersare starting families or have families. They own or rent houses in Winnipeg.

Description: Mike has been with the Winnipeg Police Service for 10 years. He has adegree in education and loves to read. Mike has been married for 14 years and has

twin girls. He prefers to work in the evening or the overnight shift so he can spendmore time with his girls. During his breaks, he likes to go to the Tim Hortons acrossthe street in The Roblin Centre.

Name: MikeAge: 38

Relationship Status: MarriedLives: North KildonanLikes: Double-double Tim Hortons coffee, Journey, and Law &Order: SVUHang-outs:Tim Hortons, Shapes, and Transcona Golf Course


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Desired OutcomesFor the secondary target audience, our desired outcome is to give a positive attitudetoward working overnight shifts.

We will do this by showing the officers our magazine and pointing out the articles

that discuss what Winnipeg has to offer at night. We will also show them the human-interest articles, written by different perspective. This will show how NightOwl isinteresting and different to read.

We want the police officers to tell and share NightOwl magazine with their fellowemployees, and their families. We will give them business cards that have a link to aPDF version of our magazine, and send them an email with the link. We will ask fortheir emails at the Creative Communications Magazine Fair.

We also want them to subscribe to the magazine during the CreativeCommunications Magazine Fair. We will make this easy for them by walking around

with an iPad and typing in their information.


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NightOwl Strategy

NightOwl magazine is participating in the Creative Communications Magazine Fairon April 4, 2014. At Red River College, Exchange District Campus in The RoblinCentre. The theme for our overall strategy is Become a creature of the night. Wewill execute this theme through three phases. Our main goals for this event are:

- To introduce NightOwl magazine to our publics- To put NightOwl magazine at the forefront of our target publics minds- To create brand awareness- To get people talking about our magazine- To have our publics subscribe to our magazine- To make sure everyone has a good experience

Phase 1: The night before

Our main goal for the first phase is to launch NightOwl magazine via a multi-facetedpublic awareness campaign.

1)Coffee InvitationsThe week before the magazine fair, the team will hand out small cups ofcoffee to students, staff, and campus visitors in The Roblin Centre. Aninvitation to the magazine is written on the cups. As we hand people a coffee,we will explain what the fair is, personally invite them to attend, and tellthem there will be more coffee and treats.

Rationale: When you personally invite someone to an event, they are more

inclined to come. We want to use the identification principle to insure thatour publics will attend. We also want to introduce the NightOwl team to ourpublics so that they can see the face of the magazine. This will help bring thepublics to the event, because they will look forward to talking to us again.

2)PostersTwo members of the NightOwl team, Margaret and Scott, will distributeNightOwl posters. They will hang them in The Roblin Centre, and around theExchange District. The posters will invite our publics to the event describewhat the event is, when, where it is happening, and how to get free

stuff/merchandise.

Rationale: We want to invite as many people as possible to the magazinefair. We will persuade them to come through posters that includeinformation of the direct benefit of attending. The posters will have anintriguing picture of a coffee-bean owl with text under saying well supplythe coffee. Under the text is an explanation of what NightOwl is, when thelaunch is, and why you should come.


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The posters will work because it is the identification principle. We are tellingthem something that will appeal to our publics.

3) Twitter ContestClara and I will be in charge of a Twitter contest for our followers. We will

send out a tweet asking a question about night animals. The person whoanswers correctly will win a prize, or a gift card, from a local coffee parlor.The contests objective is to get people talking about NightOwl. We will dothis by getting our publics to think about the magazines content, and tointroduce our theme for the magazine fair.

Rationale: We want to popularize NightOwl on social media. Having acontest is a good way to interact with our followers and promote our brand.We will also use the identification principle to insure that our publics willparticipate in the contests. By using the contests and getting our publics totweet out to NightOwl, their followers will also be introduced to NightOwls

Twitter. We hope to expand followership on Twitter.

4) Radio AdsMike will be in charge of producing ads that will air on Red River Radio.

These ads will introduce NightOwl magazine and invite the listeners to thefair. The ads will play after 6 p.m.

Rationale: Our target markets are people who are Night Owls.We want ourads to play later in the evening so theyredirected to the target publics. Wealso want to reach other people who may have missed the otheradvertisements during the day.

5) Guerrilla MarketingWe will have five evenings dedicated to painting the town two weeks beforethe fair. We will order stickers in bulk that have the NightOwl logo on them.We will divideWinnipeg into large areas and travel to one area a night.

Rationale: We want to put NightOwls logo in the forefront of our publicsmind. Having a guerrilla campaign will allow us to introduce NightOwl tonew publics or to remind our publics.


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Phase 2: The night ofOur main goal for the second phase is to have guests subscribe to NightOwl. We willdo this by inviting guests to visit our booth, social media sites, and look at ourmagazine.

1) Espresso Shot BarAt our booth during the magazine trade fair we will have an espresso maker,and nocturnal animal cookies. While the guests are looking through NightOwlmagazine, Clara and Scott will be making espresso shots. If the guests sign upfor a subscription of NightOwl, they will receive a shot and a cookie.

Rationale:We will use the identification principle to our advantage. Havingpeople stand around our booth, while drinking espresso will also bring otherguests. Because they will want to see what is going on, and get free coffee.

2) Nocturnal Animal Photo BoothA black backdrop will be next to our main table, along with differentnocturnal animal masks and props. I will be responsible for bringing mycamera equipment and setting up the area. Every guest that comes by thetable will bring their friends to the photo booth to take photos. After I takethe photos, I will let the guests know the pictures will be available on oursocial media pages an hour after the trade fair.

Rationale: This will be a good way to bring guests to our booth, interact withthe guests, and incorporate our night animals theme. By putting the photos

up on social media, our publics will look through our pages and follow us. Italso allows guests to interact with the NightOwl team this will allow us totalk about the magazine on a personal level.

3) Interactive OwlWe are going to rent an owl costume for Mike to wear at the fair. He will walkaround The Atrium, in The Roblin Centre, wearing the costume and invitingguests to our booth. Mike will also have an iPad to type in the guestsinformation when they are interested in a subscription.

Rationale: We want to have someone in the crowd directing guests to our

booth. Having Mike dressed as an owl will be something that differentiates usfrom the rest of the booths. We will have a life-sized poster of Mike in the owlcostume next to our booth so the guests can connect him to us.


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4) Live TweetsThroughout the magazine fair, our team will stream live tweets pertaining tothe event. We will have a screen behind us that shows every tweet we sendout, tagged in, and has our hashtag, #NightOwlwpg. Margaret will be incharge of setting up the screens and connecting our Twitter account.

Rationale:Incorporating social media into our event is important forreaching a wide audience, and to connect not only with those in attendance,but with those not present. Having a screen that gives a real-time feed of ourTwitter trends will provide a fun way to get involved. It will also allow theguests to participate, so they can see their tweet on the screen.

Phase 3: The night afterOur main goal for the last phase is to make the guests feel appreciated, and to sellour magazine.

1) EmailAs a group, we will split up the contacts from the event and send an email toeveryone. We will thank them for coming and participating at our booth.We will also include a link to a free PDF of our magazine.

Rationale:We want to show our appreciation and thank the guests forcoming. Starting a foundation of reliable readership is important toNightOwl.

2) Photo Posting

One hour after the fair, I will post the pictures from the photo booth online.I will tag as many people as I can, and include our hashtag, #NightOwlwpg.

Rationale:Posting the pictures on social media, and tagging the guests inthem, is a way we can bring them to our sites, and keep us in the readers

minds.

3) Ending Twitter ContestFour days after the fair, we will have a Twitter contest to remind our publicsits not to late to register for a PDF. Clara will send a tweet, asking whateveryones favorite part of the fairis, and what is their favorite nocturnal

animal. Everyone who tweets back gets a NightOwl PDF.

Rationale:We want to keep communicating with our followers after themagazine fair. Allowing them to express their opinions for a reward is a waywe want to communicate. Our Twitter will have the most number offollowers, so having a contest on Twitter will allow for more people to have achance to entire the contest.


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Schedule

BeforeCoffeeInvitations

Everyone

Posters Scott &Margaret

TwitterContest

Kaylene &Clara

Radio Ads Mike

GuerrillaMarketing

Everyone

DuringEspressoShot Bar &Cookies

Clara &Scott

Photo Booth Kaylene

InteractiveOwl

Mike

Live Tweets Margaret

AfterEmails Everyone

Picture Posts Kaylene

TwitterContest

Clara


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Preliminary Budget

Purchase Cost

Animal masks $50

Poster board $40

Owl costume rental $120

Sample magazines $75

Posters $30

Prizes $50

Espresso beans $ 25

Tablecloth/Booth decorations $100

Cookies $25

Napkins $10

Team shirts $80

Salary/Expenses $2,500

Total= $ 3,105


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Evaluation

Before, during, and after the trade fair, we need to ensure that we have successfullycompleted the following objects. Below are indicators of success we must reach to

consider ourselves successful.

Before

Objective Indicators

1) Getting our publics excited about ourmagazine.

Social media coverage from thepublics.

50 coffee invitations accepted. 25 questions asked from the

publics about the trade fair.

Brand and logo recognition from50 people.

2) Promotion compared to competitors. Social media awareness and useof 100 NightOwl hashtags#NightOwlwpg from the targetpublics.

Logo recognizable3) Successful online efforts. Social media awareness and use

of NightOwl hashtag#NightOwlwpg from the publics.

100 people who attended eventsNightOwl tweeted about.

Over 150 followers collected.4) Groundwork to advance trade fair issuccessful.

Logo recognition. 150 followers on social-media. 300 publics have been invited. 30 posters hung around

community and the school.


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During

Objectives Indicators

1) Our efforts to encourage people toattend the fair and purchase themagazine have been successful.

175 guests visited the booth. 50 emails received for the PDF of

the magazine.

100 guests who interact with usabout the magazine.

50 messages and social-mediacoverage from the guests at thefair.

2) Our efforts to attract media attentionhave been successful.

Social media coverage from theguests using the hashtag 50 timesor more.

75 followers gained during thefair.

25 guests who ask about oursocial media pages.

3) Our efforts to build an audiencedatabase have been successful.

10 guests who ask specificquestions about NightOwl.

100 guests who tweet us a pictureof them at the fair.

80 invited guests who attend.4) Our trade fair booth is a success. 100 guests who come to the

booth. 80 compliments from guests. 200 social media coverage from

guests about our booth. 200 plus smiles seen at the booth

by guests.5) Our online component of the tradefair is a success.

90 guests that visit our socialmedia pages.

Over 68 times the NightOwlhashtag is in use.

155 guests who visit ourInstagram page to see their

picture from the photo booth.


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After

Objectives Indicators

1) Our efforts to convert our audienceinto buyers have been successful.

55 guests to sign up for an onlinecopy.

30 tweets that ask where todownload the online copy.

40 tweets sharing the online copylink.

2) Our magazine is one of Winnipegs

most-buzzed about publications. 50 plus times the hashtag is used. Logo recognition 50 plus times. 35 times NightOwl comes up in a

conversation.3) Our readers around the world arebeing reached.

100 tweets sent out fromNightOwl.

27 tweets that mention NightOwlfrom outside Winnipeg.4) We have got people talking about themagazine.

67 tweets that mention NightOwl. 100 people who tell their family

and friends about NightOwl.5) Weve surprised and entertained

people. 100 positive comments made in

person about the trade fair.

78 positive tweets about the fair.6) The audience is aware/has attendedto/has acted upon our message.

50 retweets and favoritesNightOwl has overall.

15 people who participated incontests.

250 people who attended the fair. 30 people signed up to receive a

PDF.


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Appendix B

Espresso Maker that will be used for the launch by the NightOwl team.http://www.seattlecoffeegear.com/saeco-aroma-espresso-machine

Samples of the moon-cookies the team will make.http://www.forget-me-not-cookies.com/newest_cookies


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Appendix CA sample of the poster we will be using to invite the public to the launch.

nightowl proposal

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