7. Marketing Plan
• To publicize the commissioning of NEW “English Apple Daily” and attract readers, we will launch the following publicity campaign and promotion plan with series of Branding and Marketing Initiatives to let readers recognize it’s good. Initiatives / Strategies
Identify Target audience Conduct Customer Survey Realize the Strategic Deliverables Gather Creative Deliverables (Be disruptive & inventive) Launch Image Building Campaigns and Promotion Activities
Details / Particulars
‐ ‐ ‐ ‐ ‐ ‐ ‐ ‐ ‐ ‐ ‐ Non‐Professional Foreigners (as well as Foreign domestic helpers / workers with low income groups). Gather information to explore new opportunities and customers’ expectation; Assist decision‐making / formulating marketing plan for English Apple Daily. Define English Apple Daily’s Core Value and Proposition (Be Focus & Relevant); Select the Market‐entry‐point & Design Positioning; Create Visual & Written Elements to make positioning relevant to prospects; Invent the NEW brand personality & character (i.e. publish Special Issue (特刊) on particular Topic (i.e. Lifestyle & Leisure) on regular basis (as like as weekly); Design the tone, manner & style of the brand presentation (some content with translation to specific languages as like as Pilipino and Indonesian versions). Mass Media & Digital Media Campaigns: Create imaginative slogan, shoot YouTube style online “Brand” TVCs & design “Brand” print ads; Promotional PR Campaign & Event, Roving Exhibition & Media Communication: Launch Carnival and Stage Performance with celebrity & organize Roadshows; Outdoor Advertising & Publicity Materials: Hanging Giant Wall Banner at Eye‐ catching location, deliver leaflets & Free Special Issue to target audience and related organizations (as like as foreign domestic helper association, etc.).
8. Ethical Implications
• As the existing Editorial / Reporting Style of The Apple Daily is extremely successful ...
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