The 'out-of-newspaper' promotion that will consist of a flyer, poster and stack flap. All will be helped by an i newspaper PR (hired within the union) who's job would be to stand at student hotspots wearing the "i" logo t-shirt , handing out flyers and placing them with free copies of the newspaper at different areas you would expect to find other promotional flyers e.g bar tables in the union. Most importantly during freshers week, becoming a major face of the kind of products students should look out for in their university career.
A major point we needed to consider with our idea was "What was in it for the university union to work with the independent newspaper?". We emailed the event department at the DUSA with our idea and if they would be interested if it was to happen but their was no reply. . . . However, me and viv believe that if the university hired these i pr's and used i in its promotional spaces it would only give students another reason to visit the union as they would go and purchased the newspaper. Also, the possibility of holding i based 'intelligent' events inspired from the newspapers content.
Stack flap: This is a little add-on to our idea which will help i's point of sale once the student is inside the shop. An existing problem gained from our field research about how i is sometimes hard to find. Even though these flaps do exist in some shops, ours will be made of cardboard rather than plastic and will have a small description of i's concise purpose.
Flyer: These flyers will be handed out by the i promoters, to students themselves or layer on tables , inside flyer stands etc. Each University will be given its own flyer with its crest on the top right, this will help promote the university campus and also making it seem more official to the students , making it an important tool to have as a student.. Instead of using the newspapers content headers we devised our own way communicating better to the students by using University subject fields. Each having its own colour code which in the future could be development into having a themed flyer for each subject. Next to the header is an exciting story which will grab the interest of the student. This idea came from what we learnt with our questionnaires personas.
Poster: The posters will take the same layout as the flyer but more bolder and eye-catching which will attract students into the shop. We continued the idea of "missing out" on something by not reading the i. We , also added the price boldly to the bottom left corner. The poster fits the briefs demands as it shows that the newspaper is a concise and cheap tool that a student shouldn't miss out on.
Subscription: For the subscription ad, it will feature inside the newspaper itself will target the parents or any other relation to a student. It will ask them to subscribe the student to i for the university term time as gift idea. The ad features the flyer to show the idea of how i's content has information for everyone and again to not let them 'miss out'. We felt using the actual newspapers contents headers along the "Don't let them miss out" helped fit this this idea more into the brief, as we didn't wanted to stay away from altering the newspapers layout/contents. We have used the same structure as its current christmas gift subscription, giving away a free student diary or luxury notepad but worded it to suit University term times etc. Giving the buyer the option of the full 40 week Uni year for 35 or to re-new the subscription but semester, £20 per each.
Me showing off the i PR's t-shirt which i wore during the presentation. Possible future development with this use of promotion by changing the logos colour to match the different subjects identity which would be seen on the flyers and poster.
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