FW Marketing Plan

To inspire, empower and live.
Moving Chicago women forward.
Marketing Plan
Presented by:
Brittani Alston
Shaunda Brooks
Jesse James-Austin
Melissa Jimenez
1

Table of Contents
I. Team Biographies...3
II. Introduction..5
III. Situation Analysis...9
IV. Target Audience...13
V. Brand Development Strategy.18
VI. Product Development Strategy.21
VII. Sales Strategy...27
VIII. Communication Strategy..30
IX. Media Strategy.32
X. Creative Strategy38
XI. Schedule/Timeline...45
XII. Budget/ROI Analysis...48
XIII. Conclusion..51
XIV. References..53
XV. Appendix.55
2

Team Biographies
Brittani Alston
Brittani is a Milwaukee native exploring the Chicago culture while attending Columbia
College Chicago. Her interests are music business, marketing and advertising. Her career
goal includes establishing a marketing consulting firm for creatives and non-profit
organization for students in the arts.
Shaunda Brooks
Shaunda is a Chicago native and first-year graduate student at Columbia College
Chicago, studying Arts Management. She received her Bachelor's degree in Journalism at
Illinois State University. Her interests include music, writing, photography, and shopping.
She aspires to be a Music Journalist and an Events Manager for a music venue.
3

Jesse James-Austin
What up, I'm Jesse-James! I'm a born and raised entertainer from New York City studying
business at Columbia College Chicago. Brooklyn may be in my blood but Chicago is my new
home. When I'm not studying or in class I'm working as a commercial and film actor. So far
things are good, next year you'll be able to see me dancing on FOX's "Empire"! I couldn't be
happier helping build the FW: Chicago brand, and am grateful to be a part of such a dynamite
marketing team. One love!
Melissa Jimenez
Melissa Jimenez has been working in the field of Marketing since 2010. Experience includes
creative development, brand development, programme development and grant writing. She
graduated from The University of the West Indies - St. Augustine with a Certificate in Event
Management (with distinction), a Certificate in Music with distinction and a BA Musical Arts with
honors. She went on to complete an LCCI Diploma in Marketing with the Institute of Training
and Development and is now pursuing a Masters in Arts Management Columbia College
Chicago. No stranger to academic success, Ms. Jimenez has coped the Myrtle Sammy Bursary
award towards the final year of her undergraduate study and is now a recipient of the
prestigious Fulbright Scholarship award. Two years prior moving to Chicago she founded an
annual event titled The Masters Series geared towards granting bursaries and eventually full
scholarships to Caribbean nationals pursuing postgraduate study under the umbrella of arts and
entertainment. She enjoys singing, volunteering and creating entrepreneurial ideas in her spare
time and looks forward to returning home to Trinidad and Tobago after her postgraduate
tenure.
Introduction
FW: Chicago has a unique market position as the only Chicago focused magazine for women
who live, work and play in Chicago. However, with a startup status, FW must be able to
distinguish itself as the number one brand to consult for all things Chicago for women. This
marketing plan is meant to outline where there is a need and opportunity for FW to build the
proper brand position in the minds of the consumers.
Business Problem
FW must find a way through the means of marketing to stand out from all other magazines
offered in Chicago that are direct and indirect competition. Narrowing the focus of the article
and featured topics and addressing the diverse issues facing all Chicago women can address
this problem.
Marketing Problem
The greatest need from a marketing plan is to establish social media engagement and increase
subscriptions. With these focuses in mind, we have created a plan that will engage more readers
and increase the brand reach.
Short Term Goals (One Year)
Brief overview of strategies and tactics to be further discussed in the plan:
1. Website modifications to aesthetically appeal to audiences, increase level of interaction,
and establish clear brand image through logo, slogan and color scheme. (refer to Mood
Board for the overarching theme).
2. Incorporate a succinct offline and online media campaign to increase engagement
and gain new readers through a consistent posting calendar and diverse content.
3. Solidify strategy for product placement and distribution that will increase measurable
readership.
4. Execute subscription campaign with sales promotions to increase paid readers and
newsletter subscribers.
5. Build upon sponsorships to build brand image based on affiliates and partners, such as
local news groups.
6. Introduce brand ambassadors to serve as a word of mouth marketing team who will
distribute magazines and wear brand apparel.
7. Establish an internship program in order to train future professionals and receive quality
departmental help, especially with social media platforms.
8. Establish an editorial calendar with non-traditional topics.
9. Create innovative magazine rituals and traditions that appeal to the target audience.
10. Adopt the guiding idea of inspiration to encompass the original motivation of starting
the brand in order to connect with more readers.
11. Establish a feasible marketing budget that allows for growth and effective target
audience engagement.
Long-Term Goals (Three Years)
Brief overview of strategies and tactics to be further discussed in the plan:
1. Host brand sponsored events to create new streams of revenue such as workshops,
expos and concerts.
2. Create a sister blog/magazine catered to a younger target audience who will become
future brand loyalists and advocates for FW. The blog will be presented first to justify the
sister magazine to be distributed at local universities.
3. Host an annual banquet that brings all women of Chicago to one place to celebrate local
accomplishments. Opportunities for
4. Secure big brand advertisers through the aforementioned strategies and their results.
5. Create an annual anniversary tradition with deals, special edition issues and events.
6. Increase product distribution to franchise locations such as CVS, Target, Wal-Mart,
Barnes & Noble, etc.
7. Implement a small clothing line for brand ambassadors to advertise and allows readers
to be brand advocates and share in the brand.
Situation Analysis
9

PEST Analysis
External Environment
10

SWOT Analysis
Internal and External Environment

Strengths Weaknesses

Niche market Increasing readership
Great content Targeting women in Chicago only, the
Celebrates diversity readership is naturally limited
Well designed website Interpersonal social media engagement
Strong and diverse team Publication overshadowed by a plethora of
Contacts and ability to work networking skills web content
Good timing to replace former womens Defining the companys Unique Value
magazine TCW Proposition

Opportunities Threats

Magazine Applications National Magazines
Subscription sales Low readership
Give women a voice Lack of interest topics
Media development Underestimating indirect competitors
Original content based videos Operating in a highly saturated magazine
Increasing frequency of publication environment
Many opportunities for local support Not many people involved in the developing
Expand to certain other states in the US stages
Acknowledging Competition exists even if
they are all indirect
Partnerships with other women focused
organizations
Only magazine targeting this niche market

11

Competitive Analysis
Internal and External Environment

FW: Chicago Ebony Cosmopolitan Essence

Compare Caters to all African-American Caters to all issues Black womans
Product aspects of lifestyle mag., Chicago related to experiences
Specifications womanhood based womanhood, physical unique voice/
and digital own terms
publications

Compare Empower and Highlighting diversity Fun, fearless Empower by
Message motivate women in black culture females for the advice, excite by
younger care free images that
woman celebrate our
diverse culture

Compare Brand Infant stage on the Celebration of Black One of the oldest Tells black womens
Story heels of defunct people and our womens magazines stories like no one
longstanding accomplishments, in the world. else can
womens magazine very popular Published 1886

Compare Price FREE 3.99 USD per issue 12-13 USD per year 3.99 USD per issue

Strengths Strong networking Celebrity driven, Vast readership, more Has a solid and
team created by Johnson than 3 million copies long history, first
pub. Co., almost 70 in USA alone, pub. 1970
years old, paved the celebrity connections
way for other black
magazines

Weaknesses Specifically for Hard time adapting to Positioned as a Young Specifically geared
professional new media strategies, Womens magazine so towards black
women in Chicago many competitors and limits readership women
their sister company
Jet went out of
business

12

Target Audience:
Creating a Persona
13

Research Gathered
Survey Responses that formed our personas
14

The Ideal Reader
Persona #1
15

The Secondary Reader
Persona #2
16

The Tertiary Reader
Persona #3
17

Brand Development
Strategy

18

Mood Board
This board shows colors, fonts, events, things etc that we think should be associated with Fw: Chicago magazine
19

Branding Map
This chart represents the characteristics that the audience should associate with the brand.
Branding Map
Messages The Womans Voice Sight Bold

Inviting
Fun
Shapes Curves Sound Cheers
Points Positive affirmations
Edges/angles Busy traffic
Squares
Hearts
Arrows
Triangles
Rituals Monthly design contest Taste Spices, fruity, mildly
24 hour creation edition sweet
Reader of the month
Annual body issue
Photo issue
Mens issue
Letter to the Editor
Traditions Participation in: Smell Perfume
Chicago Ideas Week Deep dish pizza
Global Entrepreneurship Week Chicago style hot dogs
Women on Fire Retreat Freshly brewed coffee
Black Womens Expo Herbal teas
International Womens Day
Reader based content
Social media contests
Live tweeting
Branded entertainment
Brand ambassadors/street team
Flashback Friday
#helloChicago
Symbols Cursive Touch/Texture Matte finish
Shapes (squares/hexagons) Natural
pictures
20

Product Development
Strategy

21

Product Design
The current magazine design is very unique and appealing, most specifically the matter finish,
convenient small size and soothing earth tones. The following product suggestions will enhance
the brands unique approach to magazine layout, encouraging women to be more engaged in
the magazine:
Section dividers
The photography used for the current section dividers are great eye-catching photos with lots
of rich colors and textures. This needs to be emphasized with two page spreads, allowing for a
more enriching experience to the reader. Also, this allows for the dividers to be more
recognizable and easier to identify.
Overarching color schemes
Color scheme is crucial when it comes to formatting, especially when warm and cool palettes
are identified with the fall or spring. We suggest that a particular color palette be used for each
season, connecting the varying issues within a season. This will promote cohesiveness,
consistency and identifiability for readers throughout the year. Colors in the mood board can be
used for the color schemes such as white, blue, brown, gray, purple, gold, cream, and peach.
Sidebar statistics and quotes
Many readers today like reading content that is on-the-go accessible, short reads and easy to
summarize. An easy way to address this need is by adding a column of the margin of each page
with article highlights, important statistics and room for notes. This will encourage the reader to
be more engaged and to assist them in finding articles interesting to them.
22

Product Packaging
Women willing to pay the subscription fee for convenient shipping deserve a special touch to
their package to personalize their FW experience. Without a huge additional cost, we
recommend to add a handwritten note from the editor that is more personal than the Letter
from the Editor, decorative packaging that compliments the magazine color scheme, and free
samples from advertisers with special edition issues.
Content
On the next page is a list of a suggested editorial calendar for the next 12 months. We
brainstormed these topics with the thought of incorporating unconventional topics each month,
but also having a connection with a larger trend for the time period.
23

Month Theme Topics Reasoning

Jan. New Year, New The rebranded FW
Great time to show off new magazine features and direct
You, New Us Spotlight local fitness gyms
women to new Chicago brands.
New Year Resolutions
Feb. Relationships Health Heart Month Heart disease is a leading problem in women and should
Valentines Day be focused on along with the highly anticipated
Unique date locations Valentines Day
Local group activities
Relationship advice for
professionals
Mar. Womens History Photo focus of famous women Nationally recognized month for Womens history and
Chicago women focus great time to celebrate women.
Apr. Body/Health Celebrate all shapes and sizes Great opportunity to promote healthy living and partner
Healthy living with big brands such as Dove, Soma, and Lane Bryant
Medical guidance who focus on celebrating all women.
DIY self pampering
May Mothers Day Feature influential women in A must for a womens magazine to celebrate women
Chicago who have influenced us all.
Submissions from Chicago
women about powerful
leaders/mothers
June/ Arts Focus Chicago Arts Organizations There are many events concentrated in this industry
July Feature upcoming theater, music during the summer that deserve promotion and also
and dance events allows for potential sponsorships.
June Men Men who support female Although the main audience of the magazine is women,
(mini) businesses this is an opportunity for new readers and celebrate this
Branded to men in womens lives niche.
Mens fashion
24

Fathers Day
Aug. Kids and School National Back to School month This is a great issue to cater to the demographic of
Balancing work and home life women who are mothers but also to engage women
Mothers Guide to Freedom without children.
Quick and nutritious meal
recipes
Sep. Food Chicagos Best Fall is easily associated with warm home-style food. This
Readers favorite recipes is a great time to support local restaurants.
Healthy alternative dishes
Chef or restaurant owner
interview
Oct. Business Feature women entrepreneurs Great fit in support of Global Entrepreneurship Week.
Resume and personal branding
development
Nov. Holiday Shopping tips This is an obvious theme but it can be beneficial to
Thanksgiving partner with local businesses, event coverage, and
Holiday party tips incorporate promotions such as Groupon.
Best events to take children
New Years Eve plans
Best places to visit in winter
Dec. Flashback Review top articles and photos This theme links well with a concept that is taking over
Partner with Timehop, Facebook technology and will create a greater demand for print as
and Google well.
25

Sample Magazine Cover
26

Sales Strategy

27

Pricing
Given the costs for printing and mailing the magazine, we recommend that $4.99 per issue is an
affordable price that also yields a reasonable profit. Although there is currently a price of $3.99,
this price supports the proposed marketing budget. The following pricing is the ideal goal
recommended for long term subscriptions with the respective discounts.
Bronze Silver Gold
$29.94 for 6 month $50 for 1 year with 10% $99 for 2 years with 20%
subscription discount discount
Distribution
In addition to the traditional methods already being used, we propose that FW: Chicago expand
into these areas of distribution to expand general reach, demographic reach and diversify the
methods.
Brand Ambassadors can serve as a team of people who will wear the brand and distribute
magazines by hand. They will particularly be active during travel peak times on the CTA, on
downtown streets and local neighborhoods such as Lincoln Park, Wicker Park, Logan Square,
and Gold Coast.
Local coffee shops are great locations to reach potential readers who are in the target market.
We recommend to start with a magazine stands in at least two major coffee shops in each
neighborhood aforementioned. If magazine stands cannot be placed in the coffee shop, it
should be positioned directly outside of the shop.
28

Hospitals and local clinics are vital areas to reach women because all women visit these
locations at least once a year. There is a need for magazines in medical waiting areas that
address the holistic woman and not just medical concerns, dietary concerns or current trends. It
is most important to position the brand in locally ran and female centered clinics.
Local hair salons are also a great place to distribute magazines. With long waiting periods and
an atmosphere of all things feminine, the clientele will be inclined to read the magazines. Great
locations to include would be with current professionals that the magazine already works with
for brand events and magazine beauty features.
Lastly, hotel lobbies can serve as a great location for the style of magazine FW: Chicago is.
This location is great for women who are traveling in Chicago but want to know more about the
city and have the means to try the things featured in the magazine. We recommend that the
locations in this category are tested where current relationships are already established with FW:
Chicago from brand events.
Sales Promotion
Sales incentives are a great way to gain new readers and plays a huge role in expanding the
reach of the brand. Ranging in many areas and connecting with previously mentioned topics, we
have the following sales promotion ideas to expand readership:
Provide sample products from sponsors and advertisers to paid subscribers.
Provide promotional codes for other brands in magazines such as Lyft and Groupon.
Exclusive promotions for gold subscribers such as discounts to the annual banquet,
private socials and exclusive invitations to release parties.
29

Communication
Strategy/Message

30

Objective
Increase subscriptions, better engage *audience, and increase brand
awareness
(*Audience = Chicago women, Chicago publications, Chicago

investors)
Guiding Idea
Provide a voice for Chicago women
Slogan/Tagline
New Mission Statement: ForWard: Chicago is a lifestyle print and digital
publication dedicated to serving, supporting, and spotlighting the
women of the Windy City.
New Slogan: To inspire, to empower, to live moving Chicago women

FORWARD since 2015
Keep moving FORWARD (for condensed purposes)
Call to Specific
Subscribe to FW: Magazine and newsletter and share with a friend
Action
31

Media Strategy

32

Media Mix
Mobile Social media apps

Making sure that the FW: Chicago website is formatted correctly for mobile devices
Television Appearances/ interviews focused specifically on FW on Chicago based talk shows such as:
o You & Me This Morning on WCIU
o Steve Harvey Talk Show on NBC
o Windy City Live! on ABC.
o Good Day Chicago on FOX
Interviews on Chicago news stations (ABC, WGN, FOX, CBS, WTTW) during local interest
segments.
Online Keep up to date with social media sites and the hottest trends for audience engagement
o utilizing hashtags
o memes
o promo videos
Modifying the FW website
Radio interviews on radio stations that attract working class, target audience (NPR, WBBM, V103)
aired during a time that they would hear it:
o On their way to work
o On their lunch
o On their way home from work
o Picking up the kids from school
Guest host spots on certain radio programs talking about or specifically targeting women
33

Print Ad campaign
Flyers, handbills, stickers with FW website and/or include QR codes to the website and
social media platforms
Reach out to Chicago publications such as Red Eye, Chicago Scene Magazine, Chicago
Tribune, The Reader, etc. for interviews, advertisements, spotlight stories welcoming FW
Word of Brand ambassadors/street team, interns, contributors, writers, editors, any person
Mouth featured, and their friends and families all marketers of the FW brand!
34

Social Media Strategies

General hashtag ideas: HelloFW, FWChicago
Specific hashtag for each issue: #FWNewYear for January, #ilovemeFW for April,
#FWimeverywoman for May, etc.
Utilize other hashtags when posting articles
o ex. Article on fitness would include: #FWchicago #women #chicago #health #fitness
#cleaneating #running #lifting
Issuu.com
o increase followers and network with other publications
o Push the digital magazine for the screenshot abilities
able to share directly to social media pages from mobile devices
Issue Premiere Parties
o Include an opening address
o Public magazine teaser for each issue before its fully released to coincide with
social media campaign
o Make it a little more fun
Contests to coincide specific magazine issues (A few examples)
o Win Shea Moisture Gift Basket in April
o Win a Family four pack to Winter Wonderfest at Navy Pier in December FW Holiday
Extravaganza
Enter to win on FW website
For extra entries:
Tweet I entered @fw_chicago contest to win Shea Moisture Gift
Basket. Click here to enter. #ilovemeFW
Like us on Facebook
Follow us on Instagram
35

Social Media Plans
Facebook sponsored ads (aimed at target audience)

Share FW articles and other articles related to target audiences
Post photos observing a particular holiday/ national observance
Post photos from events and create folders for each (tagging the venue,
particular high-profiled people in attendance, and/or other brands and
businesses that sponsored the event or were in attendance)
Tweetlater/Tweetdeck (app/website to schedule tweets)

Share FW articles and other articles related to target audience
Create hashtags for particular weekly conversations with followers
Propose a question to your audience and have them answer via social
media using the hashtag (live tweeting)
During events where FW staff is present or hosting
Tweet during conversations about important television events/ important
news (i.e. Presidential debates, popular TV shows, etc.)
#FWOW Forward Woman of the Week concept

Utilize the hashtag trends that already exist (i.e. #ThrowbackThursday
(#TBT))
Take pictures of random Chicago scenery on the go
Brief versions of extended YouTube videos for promotional purposes
(15 sec. promo videos)
Photo contests with readers (i.e. post photo that best captures the
essence of winter in the Windy City and the winner will have their photo
published on the website and receive a gift certificate to _____ or a free
6 month subscription of FW: Chicago)
Post links of FW articles and industry leading news from other related
networks
Post internship opportunities with FW
Photos working hard in the office, working on the next issue
Pin Chicago specific stuff (events, stores, food, neighborhoods, etc.)

Cooking
DIY items
Beauty products
Fashion
o Professional, business attire
36

o Night on the town
o Windy City Winter Wear
Promotional videos (once a month to coincide with the release of every

magazine issue)
o can promote the Issue Premiere party
Include hashtag in the bottom left corner of all videos
Full interviews at different Chicago events that FW were press
Handled by an intern
Different events
Random Chicago snaps
Brand ambassador activities (on the go interviews, passing out/posting
flyers)
Snaps of in office interactions (adds to human interest/down-to-earth
aspect)
For daily use
Example Social Media Posts

Visit @fitness_formula brand new location in Central Lakeview where you can pick up the
latest issue of #fwchicago #hellochicago #fwmagazine #womensfitness - @fwchicago
Instagram/Facebook specific
Throughout the entire month of April, use the hashtag #FWimeverywoman and tell us about the
inspirational women in your life. We will select some of your photos and stories to be included
in our May issue.
37

Creative Strategy

38

Advertisement Campaign
The Advertisement campaign includes posters
such as the example here positioned
throughout the media mix in areas such as bus
stops, Lyft cars, other magazines and CTA
train stations.
I Am Every Woman Banquet
The annual banquet, I Am

Every Woman is an
opportunity for notable
women around the city to
come together and celebrate
other women. FW will the
means for women to
network, empower one
another and connect with
local businesses. 39

Apparel
The below apparel options are examples of Brand Ambassadors apparel.
The next two examples are examples of reader giveaways and items available for purchase.
Eg. People subscribing over a year as part of an introductory sale or in connection to some
holiday. For sale, has the potential to be available as merchandise via the website and at live
events and promotions. Having a local designer create a funky design on the t-shirt that people
want to wear is a great way to go.
40

Website Modifications
Recommendation #1: Exclusively high resolution and properly cropped photos on the home
screen carousel.
Recommendation #2: Social media icons should be at the top of the page near the navigation
panel for easy access.
41

Recommendation #4: Move the calendar view of events to top of events page for easier
navigation to specific dates.
42

Recommendation #5: Move comment section higher on page to encourage engagement.

Include Facebook Comment plugin for easier use.
43

Sister Magazine
Publication Title: Miss Fore
Blog ran by interns, dedicated to 18-25 year old audience, providing them with the
necessary tools to soon become Forward Women
Tumblr site
Example content:
o Resume Tips and Trips
o On Campus Style Guide
o Student Organization Makes Major Changes in Neighborhood
o College is Not for You
o Networking 101: How to Flaunt your Personal Brand
Featured on
TV: In an appearance on Windy City Live!, Kendra can sit and chat with Val Warner about
her new magazine FW: Chicago, plug her upcoming magazine launch party, and give
holiday gift ideas on ABC. Appearances like this will help to boost FW: Chicago as a brand
while offering a personal connection with Kendra on TV
Radio: Interview on NPR/WBEZ 91.5s All Things Considered with Melba Laura during
the middle of a weekday
Print: A two-page spread of sponsored content in the Chicago Reader announcing the
FW: Festival and its partnership with FW: Magazine, including a short interview with
Kendra about the Festival
44

Schedule/Timeline

45

Social Media Content Calendar (Daily)
Includes all of the social media messaging FW will be using to promote content, contests,
polls, etc., organized by date and time.
The calendar may shape your editorial strategy by showing where there are holes and
what themes FW might be missing.
Recognize what time of day your target audience is active on specific social media sites
and promote your freshest content, premiere a contest or topic of discussion during that
time.
Editorial Calendar (Per Issue)

Gathers all content projects into one document to help plan and schedule each release
Use a separate sheet within a Google Sheets or Excel Spreadsheet for each month, with
activities further broken down by day or hour, depending on the volume of content you
plan to publish.
46

TV and Radio Appearances/Interviews

Includes interviews in other publications as well
Should set up and schedule:
o 1-2 at the start of the year
o 1-2 for at least every other issue published or event FW is sponsoring or hosting
47

Budget/Return on
Investment

48

Budget
Expenditure Categories Quarter 1 Quarter 2 Quarter 3 Quarter 4 Total
(Sep-Nov) (Dec-Feb) (Mar-May) (June-Aug)
Offline
Brand Ambassadors 1,000 200 200 200 1,600
Print advertising 300 300 300 500 1,400
Seminars & events 1,000 1,000 500 500 3,000
Radio & TV 500 100 100 100 800
Online
Website development 600 0 0 200 800
Social Media advertising 100 100 100 100 400
Email Marketing 150 150 150 150 600
Branded Videos 1,000 1,000 500 500 3,000
Distribution
Packaging 1,000 1,000 1,000 1,000 4,000
Shipping 500 500 500 500 2,000
Drop boxes 100 100 100 100 400
Total Expenditures 4,850 4,350 3,950 4,850 18,000
Return On Investment Analysis
Bronze Silver Gold
500 subscriptions 200 subscriptions 100 subscriptions
$14,970 $10,000 $9,900
Total $34,870
34,870-18,000/18,000 = .937
ROI = 93%
49

Break Even Analysis

Using the lowest subscription option as our variable cost per unit, the break-even analysis results as shown below. The
suggested amount of 6-month subscriptions needed to break even is 625 units. This number varies if yearly and two-year
subscriptions are introduced in the mix.
50

Conclusion

51

How We Address the Goals
The goal of this plan was to provide a comprehensive strategy to build a larger reader base,
establish the brand citywide and position the brand for more support from potential advertisers.
These were the short and long-term topics discussed to make this possible:
Short Term Goals (One Year)
1. Offline and online media campaigns
2. Website Modifications
3. Product placement and distribution
4. Subscription campaign and sales promotions
5. Sponsorships
6. Brand ambassadors
7. Internship program
8. Editorial calendar
9. New magazine rituals and traditions
10. Guiding idea of inspiration
11. Marketing budget
Long-Term Goals (Three Years)
1. Brand sponsored events
2. Sister blog/magazine
3. Annual banquets
4. Big brand advertisers
5. Annual anniversary tradition
6. Increase product distribution
7. Small clothing line
52

References

53

Bibliography
Euse, Erica. "There's Now a Service That Lets You Shop Via Drunk Text." Complex. Complex
Media, 20 Nov. 2015. Web. 22 Nov. 2015. <http://www.complex.com/style/2015/11/drunkmall-
service-shop-via-drunk-text>.
LePage, Evan. "6 Social Media Templates to Save You Hours of Work." Hootsuite Social Media
Management. Hootsuite, 10 Dec. 2014. Web. 16 Nov. 2015. <http://blog.hootsuite.com/social-
media-templates/>.
http://printinthemix.com/research/show/103
http://www.pubexec.com/article/5-digital-magazine-trends-keep-eye-on-2015/
54

Appendix

55

Interview Questions
RECORD: Age, current neighborhood, education level, hometown, occupation
1. What type of content do you look for in a magazine?

2. What do you think womens magazines are lacking today?
3. What do you think of the market for womens magazines in Chicago?
4. After looking at FW:, what do you think about:
1. the overall content?
2. the fonts?
3. the images?
4. the sections?
5. What stood out to you the most?
6. Would you pick up this magazine over others if you saw it on the stands? Why or why not?
(Online website specific questions)
1. Did you find the website easy to navigate?

2. Would you follow FW: Chicago on Twitter?
3. Are the ads on the website relevant to you? How likely are you to click on an ad?
Interview Results
Interview Subject 1
Gender: Female
Age: 21
Occupation: Hostess
Current neighborhood: Greektown
Hometown: Albuquerque, NM
Educational Level: In college, studying for BA
What type of content do you look for in a magazine?

Articles that make you think. Something with people doing good and overcoming an obstacle, or someone standing
up for what they know is right. Peoples success stories.
What do you think womens magazines are lacking today?

I think they are not talking enough about the inequalities women face today, they talk more about the physical
exterior of women than interior. Too many womens magazines are actively objectifying women, they dont talk
enough about what they (successful women) do and how they got to where they are.
Do you see a market for womens magazines here in Chicago?

Absolutely, I think anywhere that theres large amounts of women in various jobs have a market especially because
we live in a big city.
After looking through the FW: Chicago website, what do you think about...
the overall content?
56

I think it's really interesting. It had a lot of positive things that women are doing philanthropically that I would not
have otherwise known about.
the layout? (fonts, overall style)
I think it looks nice, its simple and not aggressive and allows the reader to focus on the words instead of being
distracted by gaudy graphics and big wording.
the images?
They were nice, they allow the reader to have a connection with the article.
the sections?
I didnt look at every single one but I like the way that it's easy to navigate.
What stood out to you the most?

The philanthropy articles about women helping other women, specifically the article about Deborahs Place.
Did you find the website easy to navigate?

I like that the site is easy to navigate and headlines the stories so you know which one you will be interested in right
away. Its laid out so even someone who is technologically challenged could probably navigate through the website
easily.
Would you follow FW: Chicago on Twitter?

Im not on Twitter that much but if I was more active I would.
Are the ads on the website relevant to you? How likely are you to click on an ad?
No, I never click on ads when Im on websites.
Interview Subject 2
Gender: Male
Age: 21
Occupation: Actor
Current neighborhood: Lakeview
Hometown: Brooklyn, NY
Highest educational level: Graduated with BA, studying for MAM

I look for current events articles with a socially conscious spin to them, I also like magazines that are very up to
date with arts and culture.

I think womens magazines are lacking thoughtful content, all magazines that I see read by women in my family are
usually related to celebrities and gossip surrounding them.

Totally! Chicago is such a hip city and I think we need more specialty publications to reflect that. Not to say that
womens mags are a niche market, but there is a big feminist culture here in the city.
I think the content is thoughtful and varied, has a feminine tone without being too overly girly.
57

I think the logo can use some more work, I think the title is clever and the logo should reflect that.
the images?
The images look good, they have designed look to them. Cant tell if some are stock photos...
the sections?
I think the sections are all necessary, but can be split even further (like separating Life + Love)

The profiles on different women are awesome!

It was a breeze.

If I had a Twitter, yeah. Ill Like them on Facebook though.
Not very likely.
Interview Subject 3
Gender: Female
Age: 23
Occupation: Flight Attendant
Current neighborhood: Roscoe Village
Hometown: West Point, MS
Highest educational level: Graduated with BA

Stuff that stimulates me intellectually.

The encouragement for women to empower themselves. I think women apologize too much for things they do,
dont apologize for your looks, embrace them! Embrace who you are.
I felt it was very classy, I liked it a lot. I liked that there was a business and money part of it, because I dont see that
a lot in womens magazines. I was disappointed in the lack of content under that tab and wish there was more.
I thought it looked really good, really classy. I wasnt paying too much attention to that when I was going through it.
the images?
They were good.
the sections?
[regarding the website] I liked them, I noticed when the tabs had drop-downs you couldnt click on the specific
things under them. I thought the layout and the different tabs were really good.

The business and money section, I thought that was really unique about this magazine.
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Would you pick up this magazine over others if you saw it on newsstands? Why or why not?
Yeah probably, because they are actual articles that Im interested in reading. Theyre not bullshit articles about
celebrities we dont know, these are real women in our city who are making a difference right here right now.

Absolutely.

I dont have a Twitter, but I would totally follow them if I did!
I didnt look at the ads...
Interview Subject 4
Gender: Female
Age: 22
Occupation: Actress
Current neighborhood: Wrigleyville
Hometown: Louisville, KY
Highest educational level: Graduated with BA

I look for fashion articles like new shoes and coats, even reports on recent fashion shows. I sometimes look for
beauty tips. Other than that social columns.

More forward thinking commentary, like societal issues regarding women and more feminist columns. To get
those kinds of articles you have to resort to the NY Times or Time Magazine. Many womens magazines dont
provide both fashion trends and beauty tips with social commentary about womens issues.
I think its really good. Its very detailed about Chicago as well as appealing to things women want to read. Its very
worldly and applicable.
Very neat and easy to read.
the images?
Clear and professional looking, very bright and engaging.
the sections?
I really liked the one that talked about Open House Chicago. I got a lot of informative advice about different things
to do in Chicago. I thought they were entertaining, more social commentary than fashion stuff.

Probably the layout of the whole thing, very spacious and crisp.
Would you pick up this magazine over others if you saw it on newsstands? Why or why not?
Id definitely look at it but it could be a little more eye-catching.

59

Everything you need is on the first page. Its neat and theres not too much at once.

If I had one, yeah.
Personally, I rarely click on ads but they all seem to connect somehow to the website at least.
Interview Subject #5
Gender: Female
Age: 24
Occupation: Student
Current Location: Chicago, IL South Loop
Hometown: Big Rapids, MI
Education Level: Masters Candidate
1. I usually look for content that I would find in a book, but condensed and more accessible because of the
magazine form. Topics of interest for me include current events, gender and sexuality, music, things that could be
interesting for other people that I can share with them, and general events happening in the business and financial
world. I have also come to expect in magazines list-articles that are brief and easily revolve around tips for
whatever skin care, resume tips, workout routines, etc.
2. I think women are lacking magazines of substance. There are the big fashion powerhouses like Vogue, but
even those arent substantial anymore because every other page is an ad and the articles are very asinine. I would
consider Vanity Fair and People as magazines targeted primarily towards women, but Im put-off by them because
they are mostly concerned with celebrity gossip, which I wouldnt pay for because its not really interesting and its
available everywhere for free on the Internet anyways. Theres been this ongoing debate about the death or
rebirth of print and magazines, and I think if a magazine wants to survive, it has to identify and aggressively
recruit a niche market. It wont work anymore to just have a womens magazine and hope all demographics will
flock to it. For example, a magazine for millennial women professionals will garner a readership for post-college
grads with a new job who are looking for resources to guide them on what to do next how to ask for a
promotion in a male-dominated field, the history of the wage gap and what is being done (or not) to address it,
what/how to cook meals after youre exhausted from work, what the fuck does business casual even mean, things
like that. However, women who are older or women who are unconventionally employed would find this magazine
of little interest. Additionally, there has been a steady increase in social awareness for women of color and
trans*women, but I havent seen an increase in the magazines created for and by them, or any magazine for that
matter with a social justice slant. To make a long story short, I think a substantial magazine for women would have
to recognize that there are many types of women in this contemporary historical moment so the strength of the
articles and the loyalty of the readership would have to keep this in mind and stay on topic for what a particular
woman is looking for. This strategy has worked for music magazines and libraries; with the rise of the Internet and
digital databases, a lot of music magazines and libraries struggled, but they adapted by specializing (Paste is just for
independent music and gives its subscribers a free album-length download every month; The Newberry Library has
exclusive sections on Native American history, etc.) which allowed them to keep a space on the market instead of
going bankrupt.
3. In terms of the Chicago market, I remember only one magazine specifically for Chicago women, but it was
unreasonable to my demographic (20s, never married, Persian ethnicity) because it featured exorbitantly priced
clothing and discussed the going-ons of who they considered Chicago elites who I had never heard of. I would
sometimes read them waiting at the hair salon and the only one I liked had Taraji Henson on the cover. I cant even
remember the magazines name.
60

4. The overall content was good, but it didnt feature anything that would necessarily distinguish it from anything
that already exists to its credit, however, I thought it was a great resource that consolidates information about
Chicago with general information that women would forward to their girlfriends. I kind of rolled my eyes at the
part where the editor said this magazine was filling a void. I dont think thats true, especially with how accessible
information has become with the Internet. I would have rolled my eyes less if the magazine sought to actively be a
reliable source on womens issues (for example, dont Google your health concerns because it will scare you, but
our magazine already did all the tough research so our facts are solid) or if the magazine was more specific on
what voids it was trying to fill. For example, if this magazine were for younger women, I think the aesthetic is too
muted and dark and the featured fashion is boring, but if this were for older women, the articles on resume tips are
infantilizing. I cant answer this question very well the content can be good for one woman, but not another but I
dont know who this woman is in the first place. FontsI usually dont like when Serif and Sans Serif fonts are mixed,
but it worked for this magazine. I also liked the matte feel of the paper; it felt like an upgrade from the cheap,
glossy magazines from my teenage years. Another note, it bothered me that the pagination on the bottom was not
bolded whereas the website was. I would think that because it is a print medium, the page number should take
precedence over its digital supplement. Imagesthe images worked well for me, but I mentioned before that they
lack brightness. Of course, if this magazine is going for a muted, gray-scale chic aesthetic, it works because it is
consistent, but I think my expectation for magazines includes brighter, more eye-popping images. I would
recommend having borders for the textboxes; I thought the textbox captions on pgs. 62-3 looked especially sloppy
without them. The hexagons also threw me off. Once I noticed them, I couldnt stop noticing them and I became
more concerned with how many polygons are on each page as opposed to focusing on the articles. SectionsI
liked the life/leisure and career sections the most; the fashion and beauty sections did not seem competitive with
what already exists.
5. The overall aesthetic, the rampant use of polygons, the tone of the articles was kind and approachable.
6. I would be drawn to it because it is specifically for Chicago women and it has a look and feel that is different
from the other magazines.
7. Yeah it was very user friendly and the content stands our more in digital form than the physical form. I think
the layouts of the magazine contain to much white space and needs something else to make it stand out so that
people want to read it.
8. If I had a Twitter, I would. Although their social media pages as a whole are not capturing my attention. Theres
a lot of links.
8. The ads presented did not appeal to me. It seems like they are trying to target a more middle age audience.
I would click on it if it pertained more to my interest and more importantly my age group. They seem very
uppity and expensive (i.e. the plastic surgery clinic ad)
Gender: Female
Age: 27
Occupation: Regional Manager, Loan Company
Current Location: Albuquerque, NM
Hometown: Chicago, IL
Education Level: High School Diploma
1. I look for exciting articles about beauty and the latest fashion trends and sometimes some celebrity gossip.
61

2. They are all so superficial! They lack realness especially the way that they photoshop the women on the cover.
3. There really isnt a market for strictly womens magazines in Chicago. You usually only see arts, culture, and
nightlife magazines and newspapers around the city.
4. Content is good! The articles are well written and give everyday women a voice. Very relatable articles. The
title font is a little informal compared to the content and everything else in the magazine. It doesnt really fit the
sophistication of the magazine as a whole. And its kind of small, especially on the cover. The photos are clear and
nice-looking. The sections are good and the articles they picked fits in well with each one.
5. I liked the cover story a lot and the article about the womens homeless shelter. Didnt get to read everything,
just skimmed through the rest.
6. No because its smaller than your average magazine and it doesnt really pop out at you. Its kind of plain.
7. Yes, its very user-friendly.
8. Probably not.
9. No, I hate ads!
Gender: Female
Age: 37
Occupation: Hair Stylist
Current Location: Chicago, IL
Hometown: Chicago, IL
Education Level: High School Diploma
1. I dont really read magazines that much but I like looking through the photos that are in them, especially in hair
magazines. Thats where I find a lot of inspiration for new styles.
2. I think they cover a lot of things that relate to women such as beauty, fashion, relationships, etc. I do think they
lack diversity and thats including race, size, and many other factors. You mainly see petite, blonde hair, blue-eyed
models.
3. You dont really see a lot of major womens magazines in Chicago. I used to see Todays Chicago Woman
around but I know they stopped business. Theres a huge market for womens blogs though. They kind of took
over magazines.
4. Kind of lengthy. I didnt really read through much of it to be able to comment on it. Never really paid attention
to fonts before but now that you mention it, they use a lot of different fonts and I dont know if thats a good or a
bad thing. The curly font is kind of hard to read. Not many pictures but they are nice. The cover photo is beautiful.
They are a little boxy though. The sections are cool; I love the Career and Money one. They can do a lot with that
one. I think they should add a relationship column.
5. Career and Money for sure.
62

6. Maybe. It would attract people because it looks different with the size and even the texture of it. Depends on
where its placed on the shelf because it could be overshadowed by the better-known womens magazines like
Cosmo and Seventeen.
7. Yeah the website is nice
8. No because I dont have an account
9. No and no
Gender: Male
Age: 33
Occupation: Advisor, Illinois State University
Current Location: Bloomington, IL
Hometown: Coral Springs, FL
Education Level: Masters Degree
1. I like political stuff, LBGTQ etc. friendly, celebrity gossip is always fun, and just positive stuff
2. Women empowerment! I feel like many young girls get discouraged by what they see and read in magazines
because they dont look like the skinny girls pictured or cant afford the expensive clothes and beauty items they
feature. That might be a stereotype when you think of womens magazines overall but they do need to be a little
more down to earth and authentic like For Harriet (even though its a blog).
3. I dont know much about Chicago magazines but I know I never heard of any Chicago magazines strictly
about women besides like Essence and Ebony.
4. The articles were good and inspiring. There are some great women doing great things in Chicago! Chicago is
very artsy; they should have more articles on that. I didnt like a lot of the layouts. They were pretty amateur and
the section dividers were not needed. The fonts are okay. Its funky and got personality. The pictures are nice,
especially the ones from the cover story. Some of them looked like they were pulled from Google or taken with an
iPhone. I guess the cover story because I was looking for it. Also, the fashion article with the extremely expensive
clothes and accessories because of its pictures.
5. I liked the positivity and the uplift in the magazine. Its definitely needed in the journalism world.
6. I probably would. I like the way it looks.
7. The website is pretty easy to navigate through.
8. Sure!
9. No and if it looked interesting I probably would.
Gender: Female
Age: 30
Occupation: unemployed
Current neighborhood: Hazel Crest
63

Hometown: Hazel Crest
Educational Level: Bachelor Degree
1. Style, Beauty, Relationship, family and money/ entrepreneur articles.
2. Diversity.
3. Yes I do.
4. The over content was very inviting and the layout seemed to be spot on for the feel they were going for.
Images were well balances and the sections were good.
5. The fonts and layout, lots of diversity.
6. It was easy to navigate.
7. Definitely
8. Very relevant. I like how it is tailored to the modern day woman living in Chicago. Very likely to click on the
ads.

Gender: Female
Age: 22
Occupation: Student
Current neighborhood: Romeoville
Hometown: Chicago
Educational Level: College Senior
1. Some magazines feature stories about crimes, inspirational stories and fun and entertaining.
2. I think women's magazines are lacking a variety of stories. I normally see in magazines are only about hair
and makeup tips and solutions. There isnt much about the type of global changes women are making
today. Its all about fashion now days. Women across the world are fighting for rape victims rights, free
speech and freedom in general for women. I believe stories like those should be featured in a womens
magazine.
3. I do believe there is a market in Chicago for womens magazine. Chicago is in the top 10 for the best cities
for the entertainment industry.
4. I think the overall content is a good variety for women. Its not only about fashion and beauty, but features
real stories about the accomplishments women are doing today. I loved the layout of the website. It looks simple
and it is easy to read. The images work well with each story. They look natural and not photo shopped. I do like that
each topic or category is separated. I think the topics picked are relevant to women and there is a variety of topics
to choose from.
5. The stories on the front page stood out the most. It featured different races of women in different fields.
6. Yes
7. Yes
64

8. Some of the ads were relevant. I like that it shows upcoming events around Chicago.

Gender: Female
Age: 25
Occupation: Motivator of the Mind Body and Soul; Entrepreneur
Hometown: Joliet, IL
Educational Level: B.A.
1. Information on health tips, Motivating stories of success and growth. Skin care tips etc.
2. Realism. Todays society is so focused on what we think reality is, we as a society have come to accept the
distorted view of women in the world that we start to see the falsehood as reality and reality as taboo.
3. Yes. Especially for our adolescent teens, who are in need the most of a positive womens magazine
showing reality of young women around the world who are just like them experiencing the same conflicts, worries
and questions they are dealing with along with young women succeeding in life despite stumbling blocks, odds and
disbelief.
4. Did not go over this part.
5. The lack of realism of women who actually represent the city of Chicago along with the lack of
representation of all minorities stood out the most. Yes there are a couple of picture that show black women but
only actually from Chicago.
6. The website is very easy to navigate and sections that are listed together in the layout are matched
correctly.
7. Most likely not, because the magazine appears to have a generic feel and copies the basic layout of
fashion, night life etc magazines. It doesnt stand out from anything that already out.
8. No they are not. I probably wouldnt click on any.

Gender: Female
Age: 24
Occupation: Case manager
Current neighborhood: Bensenville
Hometown: Maywood
Educational Level: Current Graduate student
1. I look for colors and trendy topics. Also, celebrities that I like.
2. I think they are lacking reality. Theyre focused on societys norms instead of realitys norms.
3. Yes, with the correct promotion and exposure.
4. I like the stories chosen and I think they were interesting topics. I like the font, the various changes in color
and size helps make things pop on the page. The images were very clear and well taken.
65

5. I loved the pictures and bold words. Most of the people featured were attractive and easy to look at.
6. Yes, titles were in bold and links were enlarged.
7. Possibly.
8. Yes, they were interesting.

Gender: Female
Age: 28
Occupation: Public Relations
Current neighborhood: South Loop
Hometown: Cayman Islands
Educational Level: Masters

Feel good stories; stories with motivation as well as scout the pages for whos who in the area. In my line of work,
its important to keep up with whos who.

They seem to be very cosmetic oriented. All about outer beauty, how a person looks and paints this false picture of
womanhood.

Absolutely.
Appealing content. Very philanthropy focused
Some of the curvaceous fonts work, but i think it was overdone. I love the size and feel
the images?
The images were ok, Ive seen much better.
the sections?
Easy to navigate

The feel of the magazine.

The website was quite easy to navigate

Im not on twitter
66

I never click on website ads as theyre often associated with viruses.

Gender: Female
Age: 47
Occupation: Security Guard
Current neighborhood: Bronzeville
Hometown: same
Educational Level: High school

Stuff about family and hair products for natural hair.

They cater mainly to the white woman. Its not all inclusive.

Sure
its good. Only 4 black women in the entire book and 1 asian. Chicago is too diverse not to try as much as possible
to capture the essence of our cultural diversity
The squiggly fonts are hard to read.
the images?
Beautiful images
the sections?
Id like to see family and entertainment. Probably a budget entertainment feature, I can be hopeful.

Seems like theyre targeting a specific type of woman. I dont think theyre catering for women like me.

The website is easy to run through

Im not on twitter
I dont click on website ads.

Gender: Female
Age: 33
Occupation: Restaurant Manager
Current neighborhood: Hyde Park
Hometown: DeKalb County
Educational Level: Undergraduate
67


Fitness, Arts, personal stories as motivators

Im not sure, I have never read a magazine catered specifically towards women. I would say for magazines in
general they are lacking reality. Everything is all peaches and roses and very much paints a pretty perfect picture of
what life is in their various categories or what we as individuals should aspire to be which usually equates to super
skinny, long silky blonde or brown hair and expensive fragrances and clothes to define you.

Women more than men, feel the need to be entertained and are major consumers of the magazine industry so Id
say yes.
Good for the most part
Horrible choice of fonts
the images?
Lovely images to look at.
the sections?
Very traditional

It seems as though the magazine is trying to do too much. Find a focal point and stick to it!

The website was pretty easy to navigate but not as modern as some of those wordpress ones out there now.

Im not on twitter, If theyre on Facebook, mmm, maybe.

Gender: Female
Age: 21
Occupation: Student
Hometown: Indiana
Educational Level: Undergraduate

Entertainment, Arts, Career building advice, Fashion

I dont usually read womens magazines
68


I suppose so.
Cool. Definitely catering for an older crowd, probably 25- 45
nice classic black and white. Not my kind of thing, i like bright colours.
the images?
pretty generic images
the sections?
simple and straight forward

The size of the magazine. It was so small.

Easy to use

I only really use Twitter for events so probably not.

Gender: Male (gay)
Age: 31
Occupation: Accountant
Hometown: Minnesota
Educational Level: Masters

Fashion, Cooking, Entertainment

Ive never actually read a magazine geared specifically towards women.

Absolutely, that would be awesome if done right. It cant be everything to everybody, I think thats where some of
these other magazines fall short.
Trying to be everything to every woman.
69

Mmm, I dont particularly fancy some of the fonts used, the size is good the feel, the size - neat little purse sized
book
the images?
Need some more colour images. Everything is very earthy or pastel
the sections?
lots of writing. More pictures, less writing unless its a feature or something

The design almost seems like mm I dont know what im doing let me give this a try Throw in some modern with
traditional and vintage, not very appealing.

The website was a bit boring. If they have to do the black and white thing then at least pattern the black or
something to give it lift, possibly a signature colour like red or a flouresent green.

I dont really use twitter. Im an Instagram and Facebook kinda maam.
They were fashion oriented but i wont click on them.
70

Survey Questionnaire
1. How old are you?
2. If you are employed, what type or work do you do/ job title? (skip if not applicable)
3. If you are a student, what is your degree and area of study?
4. What neighborhood do you live in?
5. What is your marital status?
6. What is your sexual orientation?
7. Do you purchase or read magazines? (if yes you may continue to the next question, If no,
please state why)
Yes
No
Other (please specify)
8. How often do you purchase magazines?
Never
Sometimes
Often
9. What category of magazines do you purchase? (you may choose more than one answer)
Sports
Fitness
Business
Women's
Home and Garden
Entertainment
71

10. Where do you often read your magazines? (you may choose more than one answer)
At Home
Cafe
Salon
11. What sections of magazines capture your attention the most? (Select 3 responses)
Lifestyle & Culture
Fashion & Beauty
Business & Finance
Arts and Music
Celebrity Gossip
Love & Relationships
Home
12. What attracts you to those sections?
13. From day to day, what are your top 3 priorities from most to least important (with 1 being
the most important)?
14. When going out for a night in the city, which neighborhood do you prefer?
15. For a night out, list 3 activities you prefer?
16. Do you prefer going out with...
A group of friends
Just the two of you
Riding solo
17. Which political or social issue matters the most to you right now?
72

18. What type of media outlets do you utilize for news consumption? (Select 3 responses)
Television
Radio
Magazines
Social Media
Cellphone via apps
Email (newsletters)
19. Which celebrity style inspires your own?
20. What is your dream career?
73

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To inspire, empower and live.

Moving Chicago women forward.

III. Situation Analysis...9

IV. Target Audience...13

V. Brand Development Strategy.18

VI. Product Development Strategy.21

VII. Sales Strategy...27

VIII. Communication Strategy..30

IX. Media Strategy.32

XII. Budget/ROI Analysis...48

proper brand position in the minds of the consumers.

and increase the brand reach.

Short Term Goals (One Year)

Brief overview of strategies and tactics to be further discussed in the plan:

1. Website modifications to aesthetically appeal to audiences, increase level of interaction,

Board for the overarching theme).

2. Incorporate a succinct offline and online media campaign to increase engagement

local news groups.

distribute magazines and wear brand apparel.

departmental help, especially with social media platforms.

8. Establish an editorial calendar with non-traditional topics.

the brand in order to connect with more readers.

Long-Term Goals (Three Years)

Brief overview of strategies and tactics to be further discussed in the plan:

expos and concerts.

sister magazine to be distributed at local universities.

accomplishments. Opportunities for

6. Increase product distribution to franchise locations such as CVS, Target, Wal-Mart,

Barnes & Noble, etc.

to be brand advocates and share in the brand.

Messages The Womans Voice Sight Bold

recognizable and easier to identify.

Overarching color schemes

Sidebar statistics and quotes

be more engaged and to assist them in finding articles interesting to them.

their package to personalize their FW experience. Without a huge additional cost, we

samples from advertisers with special edition issues.

Month Theme Topics Reasoning

recommended for long term subscriptions with the respective discounts.

Bronze Silver Gold

subscription discount discount

and Gold Coast.

neighborhood aforementioned. If magazine stands cannot be placed in the coffee shop, it

should be positioned directly outside of the shop.

for brand events and magazine beauty features.

Chicago from brand events.

have the following sales promotion ideas to expand readership:

Provide sample products from sponsors and advertisers to paid subscribers.

private socials and exclusive invitations to release parties.

(*Audience = Chicago women, Chicago publications, Chicago

New Slogan: To inspire, to empower, to live moving Chicago women

Keep moving FORWARD (for condensed purposes)

Mobile Social media apps

Social Media Strategies

#FWimeverywoman for May, etc.

Utilize other hashtags when posting articles

#cleaneating #running #lifting

o increase followers and network with other publications

o Push the digital magazine for the screenshot abilities

able to share directly to social media pages from mobile devices

Issue Premiere Parties

o Include an opening address

social media campaign

o Make it a little more fun