The document discusses various branding and marketing strategies for a magazine called "Leicester Lookbook" targeted towards 20-35 year olds in Leicester, UK. It proposes using social media platforms like Facebook, Instagram, and Twitter to engage the target audience and promote the magazine. It also suggests creating an online application for digital access, advertising on a local radio station, in cinemas, and local newspapers. Participating in charity events is mentioned as another way to promote the brand and earn positive publicity.

1. Brand Identity

2. How I want people to see my
magazine?
• As explained before, Leicester Lookbook is aimed at a
more sophisticated audience with people ages 20-35.
• Since people are viewing my magazine as like a guide,
or for entrainment purposes; using social media would
be a good idea to reach out to my audience.
• My magazine itself is very energetic and urban, which
fits with my target audience as they are fun loving and
are hoping to experience more.
• From pervious research, I found out that all of my
respondents have at least 1 social media account and
through that I can interact with them and bringing
them the latest news.

3. Online Application
• Even though my magazine is rather niche and isn’t targeted to the
mass audience, but by having an online application, it can solve the
problems that are related to circulation.
• Most people now have at least one converged device, and all
converged devices can download the application and can read the
magazine through the application.
• By using an application, readers will not need to go to their local
store to buy a copy. Instead by a click of an application and entering
codes and information, readers can read and receive the latest copy
of the magazine.
• Also, I also did some research stating that online
application/subscriptions can boost and improve sales for a
magazine.
• I can also write that if my readers download and subscribe my
magazine online, they can receive special prises or offers.

4. Facebook
• I created a facebook page for my magazine where my readers can
see the lastest updates on the magazine.
• The facebook page can include behind the scenes footage of photo-
shoots or even interviews with special people.
• We can also hold competitions or prise giving events online through
the facebook page.
• Also, as I mentioned before, from my questionnaire, I found out
that 100% of my respondents have facebook accounts.
• Because of that, liking, or sharing an article would not be a problem
for them as all of them do have an account.
• If we have a special offer or interview, through a like/share, many
other potential readers can view the post and would potentially be
interested in the magazine.
• As facebook has a inbox/message function, it allows readers to give
me feedback or even complements if they enjoyed my magazine

5. Draft of how my application will look
like

6. Instagram
• Instagram is one of the most popular social media sites, and it is
photo sharing site.
• Through instagram, we can let our readers vote on places they want
us to write about or some places they want us to take notice of by
personally directing us.
• Similarly, instagram has a system of being on a popular page, where
if a photo is popular in a region, it would showup on the page.
People usually click on it to look for new accounts to follow.
• Through instagram, different readers can discover my magazine
through the account and it may raise their interest.
• Hastags are very popular on instagram, and through using a hastag,
people can find my magazine related posts on instagram.

7. Radio Advert Company- Capital FM
Leicester
• As I would be also creating a radio advert, the choice of radio station I
would be promoting on is Capital FM Leicester.
• Capital FM Leicester is mainly a music radio station, and it’s target
audience are people ages 16-34, which includes my target audience age
group
• Through breaks, advertisements are broadcasted. This is also a good time
to promote my product
• 493,000 people around the east minlands listen to this station, while
Leicester is one of them
• The benefits of targeting a local radio stations is that it ensures that the
message/my product is delivered to my target audience
• Since it is a local stations, the price of the advert would be slightly
cheaper, which is beneficial for new businesses like me
• Even if my target audience does not listen to the radio, other age groups
(potential secondary audience) might introduce my magazine to them.

8. Twitter
• Twitter is also quite popular in the UK, and lots of artists and young
people have an account.
• Twitter has a 150 word post limit, which limits users to express
themselves.
• However, the hashtag is also very popular amongst users, and we
can also start a trend or view related posts on my magazine.
• The retweet function allows people not following your account to
see the post you have written.
• Through that, we people can explore and find out more about the
style of my magazine.
• Twitter also has a picture sharing function, which also allows users
to share different moments in their life.
• As for my magazine, I can also hold giveaways or different
competitons through thiis online platform.

9. Cinema Advertising
• Cinema advertising is an effective way of promoting at a low cost.
• We can target almost everyone- familes, young adults, etc. (We can grab
their attention and they can be our secondary audience)
• People would be focused on your advertisement as it is the only clip
showing without other adverts blocking you or any distraction
• They can be around £95 pounds per week
• If businesses are on a budget, Pearl & Dean offers alternatives for
businesses whom cannot afford producing a cinema advertisement
• Slide advertising, which shows up to 3 slides, and each slide lasts for 7.5
seconds
• Another option would be digital advertising, which offers moving images
with sound.
• It’s very beneficial of we show our advert is designated cinemas within the
region, we will not have to worry that it does not reach our target
audience
• If we specifically show them the advert, It ensures that they have defiantly
seen the advert

10. Local Newspaper
• I can get local journalist for help, by first introducing
my magazine to them at events
• Then if I have the chance to get friendly with them, I
would be able to write more newsworthy press release
• I would have to be able to a good newsworthy with
clear descriptive headlines, good information in why
my product/business is good to the local community
and why it benefits them
• If my magazine gets successful in the further, I can
team up with newspapers and radio stations to hold a
big competition, which engages with the local
community, which increases my publicity

11. Taking part in charity events
• Through out the year, Leicester has loads of
festivals and events through out the years.
• We can help out and donate some of our profit (if
we earn any) and tell it to the press.
• As a new business, if we put in the effort, the
local news will indeed cover it
• We can also some photos to them of our efforts
• Indeed if we do take part in charity events, we
would have quite a positive image
• Again this can earn us publicity