c zech republic lucie koutna ondrej kratky
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c zech republic lucie koutna ondrej kratky. go als inspiration insight campaign idea summary. understanding of target group that vendors are investors increasing circulation and regularity making The Big Issue vendors anchors o f local life. - PowerPoint PPT PresentationTRANSCRIPT
PowerPoint Presentation
czech republiclucie koutnaondrej kratky
goals inspiration insight campaign idea summaryunderstanding of target group that vendors are investors
increasing circulation and regularity
making The Big Issue vendors anchors of local lifegoals inspiration insight campaign idea summaryErrol Williams, age 49, CO-OP Supermarket, East DulwichIve come across people feeling down-and-out and I tend to cheer them up a lot.
Patrick Keenan, age 37, Waitrose Car Park, New MaldenMy regular customers chat to me about everything: from whats in the issue, to science and literature. Some just want to get stuff off their chest.
goals inspiration insight campaign idea summaryPeople are speeding through their lives. Its cool to be busy but there are implications. Work is the king of our lives. In their routines people covet anchors that remind them they are still human. Those anchors keep their spirits high and theres never enough of them.
goals inspiration insight campaign idea summaryprepbuzzengagementhabitturn The Big Issue into small business with local touch to create an extra anchor in peoples lives.goals inspiration insight campaign idea summaryprep
flipping pages 180 in half of magazine to demonstrate the vendors investment
splitting logo to show 50% margin.
2.50 a paper for you.1.25 margin for me.buzzengagementhabitgoals inspiration insight campaign idea summaryprep
PR campaign: media invited to vendors pitches with celebrities to reveal their background stories and their enterprise.
CAMERON: SAVES
4BN FOR PUBLIC USE
MADONNA IS MY REGULARguest celebrity editors on the streets earned media paid print ads
Jamie buys from me every time.Stella knows all about the neighbourhood.buzzengagementhabitgoals inspiration insight campaign idea summaryengagement
vendors timelines / storiescheck-in at your vendorvote for pitch of the weekpartial magazine contentcelebrity fan interactions
FB platform
Get your weekly neighbourhood updates via vendors QR codesWanna get local?
Jenny HolbornToday my big issue guy made me laugh :-))))))Kate MiddletonJealous! Whats his name. Id love to see his timeline.prepbuzzhabitgoals inspiration insight campaign idea summaryhabitprepbuzzengagement
further improve magazine quality.support vendors in local journalism.feed online content. give proof: FB timelines, documentary
creating a social anchormake vendors part of local lifegoals inspiration insight campaign idea summaryINSIGHT: people need some social anchors, familiar things reminding them they belong somewhere.CAMPAIGN IDEA:turn The Big Issue into small business with local touch to create an extra anchor in peoples lives.
GOAL:
make The Big Issue vendors anchors of local life. prep
the business principleof Big Issue (POS, rebranding)
buzz
celebrity involvementearned mediapaid print adsengagement
neighbourhood news - vendors QRFB platform, vendors timelinescelebrity interactioncheck-ins at vendorsmagazine content
habit
improving magazine and local newsonline contentproof of progress
how does it work?understandingcirculationregularity