Be Heard

Direct and Digital Campaign

The Economist

Team Name: Be Heard

Victoria Buxton, Alice Oliver, Sam Brooks

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Contents1.0 SituationalAnalysis 3

1.1 MarketAnalysis 3

1.2 PESTLEAnalysis 3

1.3 TheEconomistCurrentPosition 4

1.4 CompetitorAnalysis 5

1.5 ConsumerAnalysis 6

1.6 SecondaryResearch 6

1.7 PrimaryResearch 7

2.0 CampaignStrategy 8

2.1 MarketingObjectives 8

2.2 CreativeConcept 8

2.3 TargetMarketandSegmentation 9

2.4 LondonCommuters 10

2.5 CommutersoutsideLondon 11

2.6 CommunicationChannels 12

3.0 DigitalandDirectStrategy 14

3.1 PrimaryTargetMarket 14

3.2 SecondaryTargetMarket 15

3.3 BeHeardAdvertisingCampaign 15

3.4 QRCodes 16

3.5 TheEconomistAppwithBeHeardFeature 16

3.6 PushNotifications 17

3.7 E-mail 17

3.8 Facebook 18

3.9 Website 18

3.10LoyaltyScheme 18

4.0Testing 19

4.1E-mail 19

4.2Website 19

4.3SocialMedia 19

4.4TheEconomistApp 19

4.5DEPandLCDScreens 20

4.6PhysicalAdvertisingMedia 20

4.7CampaignTimeline 20

4.8DataCollectionConsiderations 21

5.0Budget 21

6.0CampaignSummary 24

6.1CreativeConcept 24

6.2PhysicalAdverts 24

6.3Digital 24

6.4Integration 24

6.5GlobalRollout 24

References 25

Appendices 29

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1.0 Situational Analysis

1.1 Market Analysis

Lastyear,theUKAuditBureauofCirculation(ABC)foundthenewstrademarketwasworth£773.2million.In2016,164.4millionpeoplesubscribedtoanewspaperormagazine,an11.7%riseon2015(Bentleyetal,2017).TheNews& Current Affairs sector dominated the subscriptionsmarketwith a 45.3%market share, an 11.3% increase on 2015 (Bentley et al,2017).

9.4 million people across the UK consumeNews & Current Affairs information fromprintordigitalmediamonthlywith51%beingwomen (NRS, 2017). A rising level ofeducation in the UK has resulted in peoplespending more time reading news stories.Peoplespendonaverage50minutesadayconsumingnewsstoriesand9.4million people consume this data via their phone or tablet (IPATouchpoints, 2016). These changes in consumer habits has affectedtraditionalUKpublisherswhohavestruggledwithfallingdemandforprintmediaanddeclinesinadvertisingrevenue(NewspaperPublishing…,2017).Higher prevalence of alternative media, such as videos and audio, hashighlightedanopportunityforcompaniestobroadcastinformationwhichconsumersaremorepreparedtoabsorb.

1.2 PESTLE Analysis

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1.3 The Economist Current Position

‘TheEconomistGroup’wasfoundedSeptember1843byJamesWilsonandistheleadingsourceofanalysisoninternationalbusinessandworldaffairs(Crunchbase…,2017).TheEconomistpublicationisaweeklyinternationalnews and business newspaper providing commentary and analysis oncurrent affairs, business, finance, science, technology, culture, society,media and art (Economist.com, 2017). It satisfies its naturally curiousreaders through its probing brand positioning; “The Economist is youressentialguidetotheforcesthatshapeourfuture”.

The Economist maintains afiercely independent editorialstance,believinginfreedomofthe individual, freedom ofmarketsand freeexchangeofknowledge and ideas. Thepromotionandquestioningofessential freedoms mean allauthors of The Economistremain anonymous. However,

it’s mission statement is printed on the contents page of every issuereading:“FirstpublishedinSeptember1843totakepartin'aseverecontestbetween intelligence, which presses forward, and an unworthy, timidignoranceobstructingourprogress.”(Economist.com,2017).To facilitate the shift by many readers to online, The Economist offersubscriptionsthroughbothprintanddigital,whichcanbeaccessedonline

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or through The Economist app. Worldwide, The Economist had acirculation of 1.4 million in 2016 with print media still being the mostpopularamongstreaders(figure1).Despite this, theUKhadacirculationofalmostaquarterofamillion in2016 and 32%was through The Economist’s digital platforms. Figure 2showsthehigheracceptanceofdigitalfromreadersintheUK.

1.3.1 The Economist App

TheEconomistappachievedsilverinthe“appoftheyear”categorylastyear. Across the globe, The Economist currently have 629,114 unique,weeklyappuserswith194,741ofthesebeingdailyusers.TheUKalonehas97,275 consumers who access The Economist app every week (ABC…,2016).

Figure3showsmostusersaccessTheEconomistappviaaniPhoneoriPadhighlightingagrowingchannelavailabletoreachconsumerstoachievethe

objective:TocontinuetogrowtheUKsubscriberbasewhileincreasingthepercentageoffemalesubscribersfrom29%to40%bytheendof2017.

1.4 Competitor analysis

Therisingadoptionoftechnologymeansthethreatofentryfromsmallerpublishersishuge.However,TheEconomistwhichhasacirculationof1.4million,haslesstoworryaboutfromanewentrant.Instead,theirworriesliemorewithexistingcompetitorswhowanttomoveintotheirspace.

Figure1:Worldwideprintanddigitalsales2016

Figure3:HowdigitalsubscribersviewTheEconomist(ABC…,2016)

Figure2:UKprintanddigitalsales2016

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TheEconomistcurrentlyofferbothprintanddigitalfeatureswithintheirsubscription package (Economist, 2017). Within the hypercompetitivenewstrade market, The Economist sits aside from its competitors bysatisfyingitsnaturallyinquisitivecustomersthroughitsuniquevoiceandofferingqualitythatreadersarewillingtopayfor(Stibbs,2015;Economist,2017). The Economist's most direct print competitor in the UK is theFinancialTimes (FT).BothnewspapersareBritish,publishedweeklyandview the world from a certain internationalist, business-orientedstandpoint (D&BHoovers, 2017). The FToperates a similar subscriptionscheme to The Economist, offering both print and digital formats.However, the FT is priced at a slightly cheaperweekly rate (£0.40 less)(Ft.com,2017).Nevertheless,TheEconomistandFThavedifferenttargetmarketstoacertaindegree.FTsubscriberssaytheypreferitbecausethereisless“socialfluff”whichisanaspectTheEconomistpridesitselfon. AnindirectcompetitorofTheEconomistintheUKisBBCNews.TheBBCare responsible forgatheringandbroadcastingnewsandcurrentaffairsthroughouttheUK.There isnosubscriptionchargeforBBCNewswhichappeals to a wide audience. It spreads news through TV broadcasting,radio,onlineandviaadigitalapp.Althoughitdoesnotprovideananalysison the information it broadcasts, it does satisfy consumer needs byinstantlymakingthemawareofcurrentworldaffairs.Nevertheless, the Economist haswon numerous awards over the yearsincluding being named publication of the year in January 2017(Economist.com,2017).

1.5 Consumer Analysis Currently,over70%ofTheEconomist subscribersareover40yearsold(seeappendixA).71%ofTheEconomistreadersaremale,andintheUKthemedianreader'shouseholdincomeis£120,000(seeappendixB).46%ofreadersareemployedasseniormanagersandaquarterholdexecutivepositionsoncompanyboards.TheEconomist’stargetaudiencearelikelytofallintothefollowingjobcategories;opinionleaders,businessleaders,technologydecisionmakers,businesstravellers,MBAprospects.However, TheEconomist targetanaudience that shareapsychographicnotademographic.All readersofTheEconomistare“GloballyCurious”,tendtobeforward-facing,keenlyinterestedineventsabroad,theimpactof technology, career-driven, ethical and like a challenge. They are aprogressiveaudiencearoundtheworldmadeupofpeoplethatwanttoshapetheworld,notchangeit.TheEconomisttargetmarketprofilecanbefoundinappendixC.

1.6 Secondary Research ConductingsecondaryresearchhighlightedconsumersinterestandneedforanaudioversionofTheEconomist’sday-to-daynewsstories.AppendixDshowsareviewonTheEconomistapp,underliningagapinthemarketThe Economist could fill to appeal to females and increase overallsubscribers.

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1.7 Primary Research 17% of respondents in the primary research were subscribers of TheEconomist.Outofthenon-subscribers35%ofrespondentsstatedtheyhadnotimetoconsumeTheEconomist,with33%statingthattheydidn’tfindTheEconomist’scurrentbroadcastingchannelsconvenient.Theresultsareshowninfigure4.

However, the primary research discovered that 80% of non-subscriberswouldsubscribetoTheEconomistifadailyaudiopodcastwasofferedaspart of the subscription package. To further support this, 64% of

respondents stated that they already regularly listen to audio podcasts,showingpopularityandfamiliaritywiththefacility.Furthermore, only 7%of respondents stated theywere opposed to theidea of stories being tailored directly to their interests and receivingpersonalisedupdates.Additionally,76%offemalerespondentssaidtheydonothavetimetosearchforstorieswhichinterestthem.Consequently,itcanbeconcludedtheneedformorecustomisationandpersonalisationinconsumer’snewsviewingiswelcomedbyprospectivesubscribers.Overall, the primary research concluded that a daily audio podcastfeaturingpersonalisedstorieswouldappealto86%offemalerespondentsand71%ofmalerespondents(appendixE).Thisdisplaysthefeasibilityofan audio podcast among listeners and consumers clearly wanting thisfeature as part of their Economist subscription. The results argue thatinclusionofapodcastaspartofTheEconomistsubscriptioncanhelpboostthenumberoffemalesubscribersalongsideincreasingmalesubscribers,growingtheoverallsubscriberbase.

Figure4:Primaryresearchoutcome:WhypeopledonotsubscribetoTheEconomist.

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2.0 Campaign Strategy

2.1 Marketing Objectives This sectionwilloutline themarketingstrategyproposed toachieve theoverall objective: To continue to grow the UK subscriber base whileincreasingthepercentageoffemalesubscribersfrom29%to40%bytheendof2017.Tohelpreachthisgoal,marketingcommunicationobjectivesderivedfromtheresearchandanalysisareoutlinedbelow:

1. To increase awareness of The Economist app by 11% throughtravelstationmarketingbytheendof2017.

2. To have 20% of subscribers engage with the Be Heard daily

podcastfeatureonTheEconomistappwithin12months.

3. To increase subscriptions by 3,000 before January 2018 andretain80%of2017subscribersin2018.

2.2 Creative Concept

Asoutlinedinsection1.7,theprimaryresearchfoundthatwomenweremore likelytosubscribetoTheEconomist ifadailypodcast featurewasoffered as part of the subscription package. Therefore, the creativeconcept underpinning the campaign strategy to increase femalesubscribers is to create a personalised, daily podcast feature on TheEconomistappcalled“BeHeard”(figure5).Thenamereflectsthefiercely

independent editorial stance TheEconomist’s journalists voice asoutlinedinsection1.3.“Be Heard” aims to engage with thetarget audience through dailypodcasts thatprovidetailoredstoriesto the listener. The podcasts aretargetedatprofessional,intellectuallycurious commuters to encouragesubscriptions to The Economist. Theprimary and secondary researchconcluded that audio content is ofparticular interest to females andyoungermaleswhichintendstobreakthe masculine traits that TheEconomist has unintentionallycommunicated. Targeting the audiopodcasts at commuterswill generaterelevant, convenient content,ultimately adding value to theconsumer and contributing towardsthemarketingobjectives.Appendix FshowsmanyofTheEconomist’s topicsareconsumedduringpeaktraveltimes defending the reasoning behind targeting the campaign atcommuters. Furthermore, this creative concept will enable visuallyimpairedordisabledsubscriberstoaccesscontentthroughanew,easily-accessiblechannel.

Figure5:Mock-upofTheEconomistBeHeardapp

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Podcastswillbeofferedtoconsumersdaily.Thisreflectsthestandard2-dayarticlelifecycleshowninappendixG,wherealmost75%ofthecontentisconsumedondayone.Commuters will receive a free, one-off daily podcast following thedownloadof‘TheEconomistApp’.Thisfreepodcastwillbepersonalised;onlyplayingtopicsthatthelistenerhasexpressedaninterestin,providingengaging, relevant content. After listening to the first podcast, thecommuterwillreceiveapromptmessage,encouragingthemtosubscribetoreceivetheirtailored“BeHeardDailyPodcast”everydayoftheweek.To encourage continuous engagement with the audio podcasts,commutersthathavesubscribedwillbeenrolledontoa loyaltyscheme,wherebylisteningtothedailypodcastsrewardstheaudiencewithloyaltypointswhichcollate tomoneyoff the followingyear’ssubscription.Thisschemewillbepromotedby;“themoreyoulisten,themoreyousave”.Through the introduction of the daily audio podcast, consumers can benotified of news which is relevant to their interests in a convenientmanner.ThiswillhelpincreasedailyengagementonTheEconomistapptoachieveobjectivetwo.Furthermore,asmentionedpreviously,subscriberratestoTheEconomistshallbeboosted,linkingtoTheEconomist’soverallobjective:TocontinuetogrowtheUKsubscriberbasewhileincreasingthepercentageoffemalesubscribersfrom29%to40%bytheendof2017.

2.3 Target Market and Segmentation MillennialscurrentlymakeuproughlyaquarterofTheEconomist’scurrentreadership.Of thismarket, the campaignwill specifically targetwomenagedbetween22–40duetotheirambitious,competitivecharacteristics.AppendixHdisplaysaconsumerprofileforthe“BeHeard”campaign.Thetargetmarketprofilewasbuiltusingboththeprimaryandsecondarydata.The “Be Heard” creative campaign will be targeted at millennials withsimilar psychographic traits to The Economists current consumers’, asdefinedsection1.5.Toensurethiscampaignisastargetedaspossible,thetargetmarketwill be segmentedbasedon their location, anda specificfocuswillbegiventoLondoncommuters(primarytargetmarket).Thetargetmarketiswelleducated,ambitiousandcuriousabouttheworld.Theyareemployedfull-timeandearnconsiderablyabovetheaverageUKsalaryof£27,600.Theybelievetheycanachievegreatthingsandchangethefuture.However,duetothecompetitivejobmarket,theyworryaboutjobsecurityandpromotion(Francis,2017).Thismeanstheyspendalotoftimeatworkandmainlysocialisewithworkcolleaguesbydiningat finerestaurantsandbars.Theprimaryresearchconcludedtheylackfreetimeandwouldappreciateapersonaliseddailypodcastwhichtheycouldlistentowhilstcompletingotheractivities,suchascommutingtoandfromwork.Facebookisthesocialmediaplatformofchoiceamongstthetargetmarketwithastaggering90.2%ofmillennialshavinganaccount(Giorgio,2016).Furthermore,inLondon,97%offemalesuseasocialmediaplatformeverydayand41%of25–44yearoldsareactivedailyusersFacebookasshowninappendixI(Shaul,2016).

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Accordingtoresearch,podcastlistenershipisrisingeachmonth,seeinganaverage increase of 16% since 2008 (appendix J). The target market isfamiliarwith podcasts and enjoy using the platform. Appendix K showsmillennialsmakeup44%ofpodcastlistenersandarethehighestagegroupto listen to podcasts by 11% supporting themove of The Economist increatingadailypodcastfeature.The target market are smartphone owners, possibly having multipledevicestomanageworkcommitments.94%ofmillennialsowneitheranAndroidoriPhoneandappendixLshowsthatonaverageiPhoneuserstendto listen tomore podcasts aweek compared to android users (Nielsen,2016). A growing trend for listening to podcasts from portable devices,suchassmartphonesandtablets,isshowninappendixM,whichfurthersupportsaimingthecampaignatcommuters(EdisonResearch,2017).Thetargetmarketworkfull-time.AppendixNsupportsTheEconomistdailypodcast as 65% of podcast listeners are permanent employees (EdisonResearch,2017).

2.4 London Commuters (Primary Target Market) 2.4.1 Lifestyle

Over50%ofthepopulationlivinginLondonCityCentreareagedbetween20and44(figure6)highlightingalargepercentageofLondonresidentsfallintothecampaign’stargetmarketdemographics.Citycentreresidentsaremorehighly-skilledandmore likely towork inaprofessionaloccupation(Thomas et al, 2015). Collectively, residents of London earn a higher

average salary than anywhere else in the UK. Current figures show theaverageLondoner’ssalaryisdoublethenationalmedian(Hudson,2016).Furthermore, Londoners have the highest gross disposable householdincome, on average £23,607 per head compared with a UK average of£17,965. These statistics demonstrate the primary target market arecapableofpayingTheEconomistsubscriptionfee(Cullenetal,2015).

Due to the competitivenessand fierce nature of the jobmarket,theaverageLondonerworks longer hours thananywhere else in the UK. TheOffice of Nation Statistics(ONS) reported the averageworking week in London was33-hourscomparedtothe31-houraverageintherestoftheUK.Theprimarytargetmarkethas less free time andtherefore willing to pay apremium for anything thatsavesthemtime(Francis,2017).Withthemajorityofthetargetmarkettravellingintooracross

London city for work, it creates key transport channels to target withadvertisingtohitthecorrectmarket.

Figure6:AgeofresidentslivinginLondonCityCentre(Thomasetal,2015)

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2.4.2 Travelling Habits 94%ofmillennialscommutetowork,hencewhythiscampaignwilltargetcommutersastheytraveltoandfromwork.Predominately,thecampaignadvertisingwillbewithinLondon’stubestations,targetingthe3.5millionpassenger journey’s a day. The average tube journey is 13minutes andthere are numerous channels to reach the target audience throughouttheirjourney.Asover50%ofUndergroundusersaremillennialsand74%of Underground users are ABC1 it highlights how this communicationchannelwillhavethewidestreach.Technologyadvancesallowemployeesto complete work remotely (Beatty, 2015) and millennials use theircommutes to reademails, newsandupdate socialmedia (Zetlin, 2016).Commuting is ranked as the most hated past time, which creates apotentialtomarketTheEconomistBeHearddailypodcastfeatureasanactivitytoimprovethedreadedtraveltime(Landrum,2016).

2.5 Commuters outside London (Secondary target market)

Thesecondary targetmarketwillbecommutersoutsideof Londonwhouserailandbusservicestotraveltowork.

2.5.1 Lifestyle

ThelifestyleofthetargetmarketwholiveelsewhereintheUKissimilartotheprimarytargetmarket.Asfigure7shows,large,mediumandsmallcitycentresaredominatedbymillennialsastheyenjoythebuzzofcitycentreliving.

2.5.2 Travelling Habits

Theaveragejourneytimeforthesecondarytargetmarket’scommutetoand from the workplace is 26 minutes. Approximately 55% of all trainjourneys and 20% of bus journeys in the UK are utilised bymillennialstravellingtowork(Beatty,2015).Figure8furthersupportsthis,showingalargedecrease in thenumberofcommutersdrivingtoworkand for thefirsttimethisdecadeanincreaseinrailandbustransport(ONS,2013).Infact, according to the Census data, travel by car has fallen amongmillennialsandtheyusepublictransittwiceasoftenasoldergenerations.

Figure7:Ageofresidentslivinginlarge,mediumandsmallcities(Thomasetal,2015)

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Therefore,toreachthesecondarytargetmarket,railandbusadvertisingwill be the predominate channels to encourage younger readers toconsume The Economist’s content, building a readership base for thefuture.

2.6 Communication Channels The Consumer Journey in Figure 9 (page 13) shows the communicationchannels and touch points that the target market will be exposed tothroughout their commute to and from work. The touch points foundwithintheconsumerjourneyallownumerouscommunicationstobemadewith the target audience, encouraging engagement to achieve themarketingobjectivesoutlinedinsection2.1.

Initial exposure to the new Be Heard feature of The Economist will bethroughadvertisingintube,trainandbusstations(appendixO-T).Table1belowoutlinesthedifferentadvertisingcommunicationchannelsusedfortheprimaryandsecondarytargetaudience.

Table1:CommunicationchannelsforthetargetmarketTheadvertisementsleavetheconsumerwithacalltoaction;todownloadtheapp.Ondownloadingtheapp,theconsumerispromptedtoselecttheirtopicpreferences,whichgives the ‘personalised’aspect to thepodcasts(appendixU).TheselectionoftopicssharesmoreconsumerdatawithTheEconomist, allowing personalised, persuasive and engaging marketingcontent.ApppushnotificationsandemailswillbeusedtoremindconsumersandsendincentivestosubscribetoTheEconomist.Finally,varioussocialmediaplatformswillbeused,withthefocusbeenonFacebook,asthisisthemostutilisedplatformamongstthetargetaudience.

Figure8:HowpeopletraveltoworkinEnglandandWales,excludingLondon(ONS,2013)

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Figure 9: The Consumer Journey

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3.0 Digital and Direct Strategy and Tactics

3.1 Primary Target Market Astable1insection2.6outlines,theprimaryandsecondarytargetmarkethaveslightlydifferentcommunicationchannels.Londoncommuterswillbeprimarily exposed to the Be Heard feature of The Economist app viaadvertisingintubestations.

3.1.1 LCD screens Initially, consumers will be exposed to Be Heard via LCD screensthroughout London tube stations (appendix O). These screens will beplaced in areas of high footfall to increase awareness levels. 87% ofcommuterswelcomeTubeadvertisingasitprovidesawelcomedistractionduring their journeyand79%have lookeduporbought somethingasadirectresultofTubeadvertising.

3.1.2 Ticket barriers

Thenextchanneltoattractconsumerattentionwillbeadvertisingontheticket barriers at stations with the highest footfall (appendix P). Ticketbarriershavethehighestpassratecomparedtoanyotherpartofastation,guaranteeingmaximumexposure.Advertisingonticketbarriersalsogainsattentionfromtravellersenteringandleavingthestation.

3.1.3 Cross track 96 sheetsTheLondonUndergroundisahighdwellenvironmentwithpeoplewaitingon theplatform for anaverage for3minutes. Therefore, cross track96sheetswill bea key communication channel to reach the targetmarket(appendixQ).Tubestation96sheetshaveanadrecallrate6timeshigherthan lowdwellenvironments.Utilisingthischannelduringthe launchofthe campaign will increase exposure and interaction with “Be Heard”,linkingtoobjectivesoneandtwo.

3.1.4 Tube car panels OnceontheTube,tubecarpaneladvertisingwillbe locatedaroundthecarriage(appendixR).Theaveragetubejourneyis13minutes,makingtubecarriagesahighdwelllocation,crucialforengagingadvertising.Thistimegives commuters a chance to digest the information displayed in theadverts,downloadTheEconomistappandlistentotheirfreedailypodcast.

3.1.5 4 sheets

Onarrivalatthecommuter’sdestinationLEDscreensand4sheetswillbelocatedthroughoutthetubestation(appendixS).4sheetswillbeplacedinareasofhighfootfallsuchaswalkwaysandescalators.Commuterswillbe exposed to these messages twice a day, five times a week whentravellingtoandfromwork.Theconstantreminderprovideshighlevelsofexposuretonew“BeHeard”featureofTheEconomist.

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3.2 Secondary Target Market The secondary target market will be exposed to “Be Heard” throughadvertisingmaterialplacedthroughoutmajorcitybusandtrainstations.BusandtrainarethepreferredmeansofcommutingbymillennialslivingoutsideofLondon,asoutlinedinsection2.5.2.Theformofcommunicationchannelsusedwilldependonthefacilitiesavailableinstationsandwillbeadjustedinrelationtothetrainstationamenities.However,belowarethecommunicationchannelsavailabletotargetcommutersoutsideofLondon.

3.2.1 National Rail LCD screens Asdescribed insection2.6.1,LCDscreenswillalsobeplaced inbusandtrainstations(appendixO).Thischannelwillinitiallyexposethe“BeHeard”feature of The Economist app to commuters, generating awarenessamongstthetargetmarket.

3.2.2 DEP - Morning Commuter

Digital Escalator Panels shall be used in Tube and Rail stations wherepossible(appendixS).Muchlike4sheets,theseshallbeinhighfrequencyareas and shall directly target Morning Commuters. These screens aredigitalandcanbeupdatedquickly.

3.2.3 Ticket barriers Asused in tube stations, advertisingon the ticketbarriers atmajor citytrainstationswillbeutilised(appendixP).Again,thisguaranteesmaximum

exposure due to the high footfall and gaining attention from travellersenteringandleavingthestation.

3.2.4 4 sheets 4sheetswillbeplacedinhighfootfallwalkwaysandfootpathsthroughoutcitybusandtrainstations(appendixS).

3.2.5 T-side bus panels

T-sidebuspanelswillbeusedinmajorcitiesacrosstheUK(appendixT).Thisadvertisingchannelwillnotonlycreateawarenesstobususers,butalsopedestriansanddriverswithinthecity.

3.3 Be Heard Campaign Advert Throughout all the advertising communication channels there will be aconsistentmessage.Thisisshowninfigure10onpage16.The advert is simple, on brand and leaves the consumer with a call toaction.Thechallenging,unfinishedmessage“Ibetyouwon’treadthis…”combinedwithaclearQRcodewillurgethecompetitiveconsumertoscanthe code. The simplicity andpuzzlingnatureof the advertwill attract aresponse from the target audience and the audio aspect of “BeHeard”directlyappealstowomen.

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3.4 QR codes

As shown in figure 10, QR codes will be present on all advertisementsdisplayed throughout the consumer journey (figure 9). The adverts willpromptconsumercuriosityandencouragethemtofindoutmore.TheQRcode will direct commuters to a webpage explaining the “Be Heard”featureandinstructionsonhowtogettheirfreepodcast(appendixV).ThewebpagewillprovidealinktotheappstoreasacalltoactiontodownloadTheEconomistApp.QRcodeusageishighestamongstthoseagedbetween25-34,makingitaviabletooltoengagewiththetargetmarket.

3.5 The Economist App with Be Heard feature In response, commuters will download ‘TheEconomistApp’fromtheappstore.Followingthedownload,theywillbetakenthroughthemobilejourney(appendixW).Onopeningtheapp for the first time, consumers arepresented with a from screen to input theirdetailsandspecify their topicpreferencesofinterest to them (preference selectionexample shown in appendix U). The topicselection generates their personalised dailypodcast and the first podcast is offered for

Figure10:BeHeardCampaignAdvert

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free.Itprovidesarticlesvoicingopinions,valuesandattitudesabouttopicsofinteresttothem.Theprocessappealstopsychographicsofthetargetaudiencebygivingthemachoiceandinturnaddingvalue.Inaddition,thisactivityprovideshugepotentialforthecollectionofcustomerinformation;includinginsightsintolocationandpreferencesaswellaspersonalcontactdata. This datawill be used to target potential consumerswho did notsubscribe through personalisedmarketingmessages via email and pushnotifications(discussedinsections3.6&3.7).After listening to the first freepodcast, asubscription pagewill appear, promptingcommuterstosubscribeandreceivetheirpersonalised “Be Heard” podcasts daily(figure 12). This is the stage at whichconversion occurs, presenting theconsumer with a clear call to actionthroughthe“subscribenow”button.At this stage commuters will also beintroduced to the loyalty scheme whichthey will be automatically enrolled ontofollowingtheirsignup.Section3.9outlinesafulldescriptionoftheloyaltyscheme.However,thethreatofcannibalismshouldbe considered here. The introduction ofthe Be Heard feature on The Economist

app is not to take the focus away from the newspaper, but instead toincreasethenewspapertraffic.Withthisinmind,thepodcastswillprovideadetailedoutlineofarticlesofinterestandreferthecommuterbacktothenewspaper for the full article. Toensure regularnewspaper readersarealsomadeawareoftheBeHeardpodcastfeature,aheadphonessymbolwillbeplacednexttoallarticles,inthenewspaperandonline,whichareavailableinaudioformat.

3.6 Push Notifications Subscribedcommuterscanreceiveappnotificationstoremindthemtheirdailypodcastisready.Consumerscanselectatimeforthenotifications,andformostitwillbeduringtheircommute.Pushnotificationscanalsobeused for those that don’t subscribe, reminding them of offers and thebenefitsofthe“BeHeard”feature.Customerinformationgatheredfromdownloading the app will allow these messages to be tailored to eachindividual. Measures must be taken in this instance to ensure thatcustomersarenotpesteredandthemessageisofvalueandinterest.

3.7 E-mail E-mail is an important digital and direct strategy that will be used tosupport the “Be Heard” campaign. It will be used to target andcommunicate with current customers, lapsed customers and futurecustomers.E-mailsallowforpersonalisedmessageswithacall toactionandwillbeusedtosupportthe“BeHeard”advertisingoutlinedabove.

Figure11:Appform

Figure12:Subscribepage

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3.7.1 Current subscribers All current subscribers will automatically be enrolled onto the loyaltyschemeandhaveuseofthe“BeHeard”podcastfeature.Oncelaunched,an e-mail to inform existing customers of the changes will be sent,highlighting‘themoretheylisten,themoretheysave’aspect.Asthe“BeHeard” featurewillbepartof thesubscription, this shouldaddvalue tocurrent subscribers without an additional cost. An example of theintroductorye-mailcanbeseeninappendixX.Subscribers will receive e-mail updates of their progress on the loyaltyschemetoencouragethemtokeeplisteningandsavemoney.Subscribersthat haven’t engaged with the “Be Heard” feature following theintroductorye-mailwillreceiveareminderemaillaterintheyear.

3.7.2 Lapsed customers TheEconomist’slapsedcustomerswillalsoreceiveanintroductorye-mailto“BeHeard”.The ideabehind thee-mail is togenerate interest in theproductagainandencouragere-subscription.

3.7.3 Non-subscribers Finally, those customers who have engaged with “Be Heard” bydownloadingTheEconomistappbutnotsubscribedtoapackagewillalsobe sent personalised reminders and introductory offers to encourage asubscription.Using the informationcollected fromdownloading theappand selecting their topic preferences, customers can be individuallytargetedwithofferswhichwillappealtothem.Thiswillhelptoincrease

theoverallsubscriberbase,linkingtothemainobjectiveofthe“BeHeard”campaign.

3.8 Facebook Asoutlinedinsection2.3,Facebookisthesocialmediaplatformofchoiceamongthetargetaudience.53%ofwomenuseFacebookdailycomparedto 46% ofmen.With consideration of this, Facebookwill be used as aconstant communication channel to support the campaign. Using TheEconomist’sFacebookpage,postspromotingthe“BeHeard”featurewillberegularlyshared.AsTheEconomistcurrentlyhas7.9millionfollowersitwillincreaseawarenessandencourageconversation.

3.9 Website OnTheEconomist’swebsite,therewillbeadedicatedwebpagestatingthefeatures of the “Be Heard” Podcast. This will be linked from thesubscription page, to inform those who are subscribing through thewebsite. Furthermore, theextrawebpageprovidesmore information toconsumers who wish to find out more about the podcast feature. Thewebpagewillbedescriptivewithacalltoactiontosubscribeattheendofthepage(appendixV).

3.10 Loyalty Scheme All consumer’s will be enrolled onto The Economist’s loyalty schemefollowingasubscription.Theschemeoffers10%off the followingyear’ssubscriptionforevery100podcastslistenedto.Thisstrategyencourages

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commuterstocontinuetheirsubscriptionsyear-on-year,asthemoretheylisten, the more they save. It is a tactic that persuades consumers tosubscribeinitiallywhilstalsoconsideringconsumerretention.4.0 Testing All testingwill take place prior to the implementation of themarketingcampaign.Focusgroupswillbeusedtojudgethelayoutsandcontentoftheadvertisements,tohelpunderstandwhichwillbemostsuccessful.Thisinformationcollectedduringtestingwillbeconsideredduringthecreativedesigningoftheadvertisements.However,furthertestingwilltakeplaceforeachchannelduringthemarketingcampaignasstatedbelow.

4.1 E-mail Ase-mailmarketingwillbecontinuous,testingmusttakeplacethroughoutthe entire year. E-mails will be mocked up and tested against currentmarketing e-mails from The Economist. Testing will measure theeffectiveness of the Subject Title, Signposting, Clickability, Content andScrolling,toensurethatalle-mailsarefullylegibleandcanbeviewedonmobiledevices;animportantconsiderationforthosecommuting.

4.2 Website Thewebsitewillberevampedtohavealandingpageforthe“BeHeard”podcastasdiscussedinsection3.9.Thiswillbetestedinthefirstmonthof2017andimplementedFebruary2017.PrototypesandA/Btestingofthewebpagewilltakeplacetomeasuretheusabilityofthepage.Additionally,

thewebsitewillbeconstantlytestedthroughouttheentireyear,makinganychangesdeemednecessary.

4.3 Social Media Facebook will be the primary social media channel used during thismarketing campaign.As socialmediaactivitywill be continuous, testingwilltakeplacethroughoutthewholeyear.SuccesswillbemeasuredusingFacebook Insights, analytics regarding interactions, reach and click-through rates. Informationacquired throughFacebook Insightswillhelptailor the marketing campaign further to increase interactions. ThesemetricswillbebenchmarkedagainstotherpostssharedbyTheEconomistto understand their success. If the marketing campaign generates lesstractionthanpreviouspostshave,timing,contentandreachofpostscanbechangedtoincreasecustomerengagement.

4.4 The Economist App TheEconomistappwillbetrackedandmonitoredtounderstandhowmanyusers are downloading it. These metrics are already measured by TheEconomistandbycomparingresultstocurrenttrends,thesuccessofthemarketingcampaigncanbefound.Anincreaseinappdownloads,uniqueusers and interactionswithin theappwill help judge the successof themarketing campaign. Additionally, app users can be measured, to helpunderstandthosewhoarecurrentsubscribersandthosewhoarenew.Ifcurrent users have not listened to the podcast, e-mails will be used totargetthoseindividualstopromptthemtolisten(asdiscussedinsection3.7).Thedesignoftheappwillnotbechanged.However,itisimportanttocontinuallytesttohelptailorandimprovetheuserexperience.Thiswillbe

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achieved using A/B testing, whichwill help provide insight into how tolayoutdata.Furthermore, using usability testing, changes can be proposed to userswhichwill helpmake the app easier to use and thus, listening to dailypodcastseasier.Apptestingwillthereforebedynamicandcontinuoustoprovidereal-timeupdatestotheuser.Finally,mobileoptimisationwillbeimplemented,toensurethatalldevicesandoperatingsystemsviewthesameinformation.

4.5 DEP and LCD Screens TheDEPandLCDscreenareonlyusedatcertainpointsinthemarketingcampaign(seecampaigntimelineinappendixY).Asaresult,testingwillbecompletedpriortotheirimplementation.A/Btestingwillbeusedtofindtheoptimallayoutofinformation,withtheaimtoreducethecomplexityoftheadvertisements,toallowindividualstofullytakeinallinformationpresentedonthescreens.AnadvantagetotheDEPandLCDscreensarethat they can be updated instantaneously,which allows changes to thedesignoftheadvertisementtobeupdatedeasily.

4.6 Physical Advertising Media Priortotherolloutoftheprintadvertisingintube,trainandbusstations,testingwillbecompletedbeforehandsothecontent,layoutandstylingcanbe tested. A/B testing will take place to find which layouts ofadvertisements consumers react to the best. With this data, physicaladvertisements will be tailored to help increase engagement andinteractionwiththeadvertisements.

Clear calls to action will be visible on each advertising medium, soindividualshaveaneasywaytoaccessTheEconomist.ThiswillbedoneusingQRcodesasmentionedpreviously.Eachadvertisementwillbetestedto ensure that the QR code is easily legible and can be scanned bypassengersefficiently,astonotwasteanytime.Furthermore, considerationsmust bemade for stationswhichmay nothaveWi-Ficonnectivity.Inthesestations,alternativeadvertisementswillbeusedwhichallowsthepassengertostillundergoaclearcalltoactiontodownloadTheEconomistapplication.Usingonlinemetrics,thecampaigncanbeevaluatedthroughthenumberofscanstheQRcodehasreceived.This allows us to directly track howmany individuals are reaching TheEconomist website directly from the advertisements shown via thisadvertising campaign (highlighting marketing objective success).Additionally,thesenumberscanbebenchmarkedagainstthenumberofdownloads of the app, to understand howmany of thosewho use TheEconomistswebsitefullydownloadtheapp.Ifthisnumberislow,furthertestingwillbeundertakentoinvestigatewhythisisthecase.Finally,timingsofwebsitevisitsfromtheQRcodewillbeassessed,tohelpprovideinsightastowhenconsumersareexposedtotheadvertisements.Asthecampaigntargetscommuters,mostvisitsshouldtakeplacebefore9amandafter5pm.Iftheresultsdonotreflectthisthenthecampaigncanbechangedtoreachthetargetmarket.

4.7 Campaign Timeline Thecampaigntimeline,includingtimingsoftestingandadvertisingrolloutcanbeseeninappendixY.

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4.8 Data Collection Considerations The data collection strategy is outlined in section 3.0. Collection ofconsumer data will be achieved through app downloads and topicpreferenceselections.Theuseandstorageofthisdatamustcomplywithlegalregulationswhichisdiscussedbelow.

4.8.1 Data Protection Act The data collected throughout the campaignwill include personal data,thereforetheDataProtectionAct1998mustbeadheredtoandconsidered(Gay,Charlesworth&Esen,2007).Thepersonaldatacollectedmustnotbekept longerthannecessaryand itmustberelevant,accurateandup-to-date. Itmust only be held for the registered purposes, as agreed to bycustomers.Itmustalsobeobtainedinafairandlawfulmeans,ensuringeffecttodatasubjects’andrights.Customerdatawillbestoredinasafe,securemannerandprevented frombeing sharedwith thirdparties andothercountrieswithoutapprovalandsufficientsecurity.

4.8.2 Data Maintenance Customer data needs to be kept up to date and accurate once it iscollected. This is not only important in order to comply with the DataProtectionAct1998,italsoallowsthemaximumbenefitsofthedatabaseto be utilised. Database quality and relevance diminishes quickly ascustomers’personalsituation,locationandcontextchangesregularly.Itisnot only important to maintain a current customer database, lapsedcustomers are also of extreme importance. Lapsed customers may beinterested in the “Be Heard” feature and so, up to date customer

information regarding those who lapsed enable effective, valuablecommunicationstobemade.5.0 Budget Projected first year subscriptions:48,546 (basedon2017 target figures)and Projected Sales Revenue (based on £179 for a yearly subscription):£8,689,734TicketGateway £166,186

DEP-MorningCommuter £19,208

NationalRailLCDs-MorningCommuter £50,400

LCDScreens £20,000TubeCar £100,0004sheets £15,120T-SideBusPanels £73,70096sheets £50,820EmailMarketing £4,500

TotalExpenses £499,934

TotalProjectedProfit:£8,189,800ThecostsofadvertisinghavebeenbasedonadvertisingcostssuppliedbyExterionMedia.Thetotalcostfortheadvertisingcampaignis£499,924.Forthiscampaign,thetargetednumberofsubscriberstoTheEconomistwillreach188,650by2017,basedoninformationsuppliedinFigure13.

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More so, thisprovides theEconomistwithan increase in subscribersof48,546whichwill generate an additional £8,689,734 in revenue for thebusiness.ThisprovidesTheEconomistwithatotalprofitfortheadvertisingcampaign(iftargetsareachieved)ofover£8.1million.Thisisa16:1ReturnonInvestmentiftargetsarereached.Due to the lack of data available on response rate within the LondonUndergroundandontrainandbusadvertisements,estimatesonresponserateshavebeencalculated.Eachday,4.8millionjourneytakeplaceontheLondonUnderground(Barrett,2016).Overanentireyear,thisprovidesupto 1.7 Billion Opportunities to See (OTS) London UndergroundAdvertisements. To reach the targeted number of new subscribers, the

advertisingcampaignwillhavetoconvert1.01%ofalldailytubeusersintosubscribers over the entire year. Furthermore, considering consumerstatisticsfurtherontheLondonUnderground,87%ofcommutersactivelyseek out advertisements and 79%have responded to an advertisementthey have seen whilst on the tube ("London Underground", 2017).Additionally,commutersare6timesmorelikelytorecalladvertisementsduetothehighdwellenvironmentoftheplatforms("Top14Statistics…",2009).ResearchalsosuggeststhatindividualswhoareexposedtoLondonUndergroundadvertisementshaveahigherrecallrate,brandinteraction,awarenessandlikelihoodtousetheproductbeingadvertised,comparedtotraditionaladvertisingmediums("Tubecarriageads…",n.d.;"RecalloftheDEP…", n.d.; Bus Supersides, Streetliners…", n.d.). As a result, a 1%conversion rate of the daily number of underground journeys can bedeemedasbeingachievable.However,thisfailstoconsiderthenumberofimpressions which bus and rail advertisements shall receive during thecampaigntoo,whichfurtherbooststhenumberofOTS.To accurately measure response rates to the advertising, real timemonitoring of QR code scans, website visits and subscriptions will bemonitored, asmentioned in section 4.0, helping to provide a real-timeinsight into the effectiveness of the campaign. As shown in Figure 14,considerationsforfutureadvertisingspendhavebeenhighlightedforyearstwoandthreeoftheadvertisingcampaign,toensurearetentionoffemalelisteners going into these years. An increase in sales of 10% each yearprovides extra revenue from sales and furthermore, an increase inmarketing budget each year, whilst also producing a larger operatingprofit.

Figure13:Predictedtargetsalesfor2017

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Figure14:BudgetforYear1Campaignandfuturebudgetsforyears2and3

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6.0 Campaign Summary Thecampaignaimstointegratebothonlineandofflinemethodstoachievetheobjective:TocontinuetogrowtheUKsubscriberbasewhileincreasingthepercentageoffemalesubscribersfrom29%to40%bytheendof2017.Methodswill alignwith The Economist brand to increase overall brandrecognition.

6.1 Creative Concept

Thecreativeconceptunderpinningthiscampaignisthecreationofthe“BeHeard”podcast featureonTheEconomistapp.This is supportedby the“moreyoulisten,themoreyousave”loyaltyschemetoencourageyear-on-yearsubscriptions.

6.2 Physical Adverts As the daily podcast is a new concept, the offline methods willpredominantlycreateawareness for thepodcastwithacall toaction toencourageconsumerstosubscribe.Placingtheseadverts inhighfootfallandhighdwellareasintubeandtrainstationswill increasethereachtothetargetaudience.The‘unknown’and‘challenging’aspectoftheadvert‘I bet you won’t listen to this…” plays on the daring and competitivecharacteristicsof thetargetaudience,encouragingthemtoscantheQRcodeandlistentothefirstpodcast.

6.3 Digital ThedigitalchannelsusedinthiscampaignincludeQRcodes,email,pushnotificationsandFacebook.Thesesupplementtheofflinemethodsoncetheconsumerismadeawareofthepodcastsaswellastargetingcurrentandlapsedcustomers.

6.4 Integration The integration of the online and offline channels is very important.Although initially consumers will be made aware of the new featurethroughofflinemethods, the creative incentive and acquisition strategywillgeneratedatacollection,allowingpersonalisedemail remindersanddealstobesenttotheconsumerat“peaktraveltimes”.Fromresearch,targetingconsumersduringcommuteswhentheyhave“sparetime”isthegreatestwaytoconvertthemtosubscribers.

6.5 Global Roll-out ThiscampaignwascreatedforaUKpilotonlyrunningfromJanuary2017to December 2017. However, the outcomes and learnings from the UKcampaign, including themost effective forms of advertising and advertlayouts, can be used to inform a global roll-out of The Economist “BeHeard”.

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Appendices AppendixA–AgeofTheEconomistcurrentsubscribers

AppendixB–HouseincomeofTheEconomistcurrentsubscribers

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AppendixC–TheEconomistcurrenttargetmarketprofile

AppendixD–ReviewofTheEconomistapp

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AppendixE–Primaryresearchresults

AppendixF–Newsconsumptionpertopicperhour

NewsContent–TopicsConsumedPerHour

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AppendixG–Averagearticlelifecycle

ArticleLifecycle(basedonBBCNews)

AppendixH–BeHeardcampaigntargetmarketprofile

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AppendixI–Socialmediausage

SocialMediaUsage

FacebookUsagebyage

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AppendixJ–Monthlypodcastlisteningbyage

MonthlyPodcastlistening

AppendixK–Whatagelistenstopodcasts

Wholistenstopodcasts?

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AppendixL–Averagepodcastlistenedtoweeklybysmartphonetype

Averagenumberofpodcastslistenedtoaweekbysmartphonetype

AppendixM-Deviceusedtolistentopodcasts

Devicesusedtolistentopodcasts

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AppendixN–Employmentstatusofpodcastlisteners

Employmentstatusofpodcastlisteners

AppendixO–LCDadvertisingscreenmock-up

LCDScreenadvertising

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AppendixP–TicketBarrieradvertmock-up

TicketBarrierAdvert

AppendixQ–cross-track96sheetadvertmock-up

Crosstrack96sheetsadvert

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AppendixR–Overheadtubecarpanelmock-up

Tubecarpaneladvert

AppendixS–4sheetescalatoradvertmock-up

4sheetsadvert

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AppendixT–T-sidebuspaneladvertmock-up

T-sidebuspaneladvert

AppendixU–Exampletopicpreferenceselection

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AppendixV–BeHeardWebpagemock-up

AppendixW–BeHeardAppmock-up

41

AppendixX–BeHeardemailmock-up

42

AppendixY–2017CampaignTimeline

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AppendixZ–GanttChart