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Pacific citizen presentation

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Jing Jiang

The document provides information on Pacific Citizen, a newspaper for Japanese Americans. It discusses the publication's history, current situation, target audience, and competitors. Research objectives are outlined to understand the audience and develop new revenue models. Hypotheses predict that the Japanese American market is not sustainable long-term and that the growing Asian American population is an attractive target market. Methodologies include interviews and surveys. Insights identify the Asian American population as a potential market and opportunities to engage online readers. Marketing, communication, and creative objectives are defined to increase awareness, readership, and revenue. A sample integrated marketing campaign is proposed along with budgets for years one and two.

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Fadi Alqudimi ? Usen Esiet ? Jing Jiang TaeKyung Kim ? Siobhan O¡¯Shaughnessy Ratiporn Tantadvanickul
COMPANY ! ? First Published in 1929 ! ? Newspaper for Japanese Americans ! ? 501(c)(3) organization ! ? Published by the Japanese American Citizens League (JACL) ! ? Based in Los Angeles ! ? Print circulation: 30,000
CUSTOMER ! ? Print and Online ! ? Aged 50 years and older ! ? Well educated and a?uent ! ? Primarily JACL members ! ? 78% live on the west coast; 66% in California
COLLABORATOR ! ? Japanese American Citizens League (JACL) ! ? Launched in 1929 ! ? Oldest and largest Asian American civil rights organization in the United States
COMPETITION ! ? Hyphen Magazine ! ?¡°Asian America Unabridged¡± ! ?Online content and biannual print publication ! ?18 to 44 years; educated; professionals ! ?Integrated with social media platforms ! KoreAm Journal ! ? ¡°Korean American Experience¡± ! ? Online and monthly print publication ! ? 18 to 44 years; educated; professionals
CLIMATE ! ? Shifting media consumption habits ! ? Economic decline ! ? Lost advertising revenue ! ? Newspaper industry su?ered the biggest decline from 2007-2011 (28%) ! ? Print advertising declined more than 17% ! ? 19th century business model
RESEARCH OBJECTIVES ! ? To develop a deep understanding of Pacific Citizen¡¯s present situation. ! ? To identify Pacific Citizen¡¯s unique value proposition. ! ? To identify Pacific Citizen¡¯s potential target audience. ! ? To understand the needs, interests and habits of identified target audiences. ! ? To develop new revenue models for Pacific Citizen.
HYPOTHESES ! ? H1: The Japanese American market¡ªhistorically, Pacific Citizen¡¯s target audience¡ªis not a viable or sustainable market in the long term. ! ? H2: There are currently no national media outlets serving the Asian American population. ! ? H3: The growing Asian American population is an attractive target market for Pacific Citizen.
METHODOLOGIES Research Plan (28 April ¨C 11 May 2012) Sun Mon Tue Wed Thu Fri Sat 28 Caroline Paul Niwa, Margie Aoyagi-Stom, professor of Yamamoto, Pacific journalism a current Citizen¡¯s at Emerson Pacific editor-in- College Citizen chief. subscriber 29 30 1 2 3 4 5 Final Presentation Mariko Morimoto, assistant professor of marketing communication at Emerson College 6 7 8 9 10 11 12 Conducting Interview Conducting an Online Market Survey Secondary Research
Issue I: The Japanese American market is not a viable and attractive market for Pacific Citizen. Asian Population by Detailed Group 2000 and 2010 Source: U.S. Census Bureau
Issue II: Pacific Citizen has limited online awareness and involvement on social media platforms. Source: http://siteanalytics.compete.com/pacificcitizen.org/
Issue III: The decline of the newspaper industry threatens Pacific Citizen¡¯s current business. Newspaper Advertising Revenues Daily Newspaper Ad Revenues Have Fallen Sharply Source: Newspaper Association of America
Insight I: The Asian American population is an attractive market for Pacific Citizen. ! ? With a total population of 17.3 million, nearly 50% of all Asian Americans live in just three states: California, New York, and Texas. In California, Asians represent 13% of the total state population. ! ? Asian American consumers wield $579 billion in spending power, have the highest median income, and are ranked the first in educational attainment. ! ? The Asian American and Media Market Research survey showed that 71.6% are interested in reading a national Asian American lifestyle magazine.
Insight II: Pacific Citizen has the potential to engage a community that has strong Internet usage and literacy.
Insight III: Pacific Citizen can leverage the recent rise of the niche magazine industry. Source: Audit Bureau of Circulation, FAS-FAX report for Consumer Magazines
Insight IV: Pacific Citizen is one of a few Asian American publications, possessing both inherent strengths and weaknesses. ! ? Strength: Pacific Citizen serves as a national publication for the Asian American population. Ms. Yamamoto: ¡°I will call it an Asian American newspaper, a national publication that covers activities across the country. For people on the east coast, it is probably the only national newspaper that we have; all of the others are regional. I tell them that because we are wide spread in the area. It is di?cult to access this information easily. Most people appreciate the fact that they can¡¯t get this news any place else.¡±
Insight IV: Pacific Citizen is one of a few Asian American publications, possessing both inherent strengths and weaknesses. ! ? Weakness: There is too much emphasis on the JACL and not enough content that will help to generate interest from new audiences. Ms. Yamamoto: ¡°I am Pleased with [Pacific Citizen]. However, I wouldn¡¯t be happy if it just had news about JACL. I want to see general Asian American activities and news. I think one of the best issues they did was the food issue. Any culture food is a common denominator. I wish there was a way to be more in.¡±
Pacific citizen presentation
¡°The new Pacific Citizen is the only publication dedicated to providing national news and human-interest stories that connect contemporary Asian Americans to their community and with one another.¡±
MARKETING OBJECTIVES ! ? Increase Pacific Citizen¡¯s brand awareness within the target market by 20% within 24 months. ! ? Increase print and online advertising revenue by 10% within 24 months. ! ? Increase print circulation by 50% within 24 months.
MARKETING OBJECTIVES ! ? Increase new paid magazine subscribers by 100% within 24 months. ! ? Increase unique website visitors by 150% within 12 months. ! ? Reposition Pacific Citizen and reintroduce it as a lifestyle magazine. ! ? Identify new partnerships.
COMMUNICATIONS OBJECTIVES ! ? Create 30% awareness of Pacific Citizen among Asian American consumers aged 18 to 45 years within 12 months. ! ? Communicate the connection between Pacific Citizen and Asian American news and interests so that 25% of the target market develops interest in the magazine.
COMMUNICATIONS OBJECTIVES ! ? Encourage trial of Pacific Citizen among 10% of Asian American consumers, aged 18 to 45 years in 12 months. ! ? Develop and maintain regular purchase of the Pacific Citizen magazine among 10% of Asian American consumers, aged 18 to 45 years within 24 months.
COMMUNICATIONS OBJECTIVES ! ? Encourage trial of Pacific Citizen among 10% of Asian American consumers, aged 18 to 45 years in 12 months. ! ? Develop and maintain regular purchase of the Pacific Citizen magazine among 10% of Asian American consumers, aged 18 to 45 years within 24 months.
CREATIVE OBJECTIVES ! ? Launch four creative campaigns in a 12- month period, complementing the IMC plan. ! ? Articulate the publication¡¯s repositioning as a lifestyle magazine for the Asian American community. ! ? Generate brand awareness as well as engagement with Pacific Citizen¡¯s target audience.
ELEMENTS OF CULTURE CAMPAIGN
ELEMENTS OF CULTURE CAMPAIGN
Pacific citizen presentation
I AM ASIAN AMERICAN CAMPAIGN
P. C. COMING SOON CAMPAIGN
P. C. COMING SOON CAMPAIGN
P. C. COMING SOON CAMPAIGN
P. C. COMING SOON CAMPAIGN
WEBSITE
Pacific citizen presentation
FLASH MOB CAMPAIGN
FLASH MOB CAMPAIGN
Pacific citizen presentation
FLASH MOB CAMPAIGN Forming the name:
I am proud of being an Asian American!
FLYER
Pacific citizen presentation
Pacific citizen presentation
Pacific citizen presentation
IMC MIX ! ? Reach ! ? Impact ! ? Cost
SOCIAL MEDIA ! ? Facebook, Twitter, and Youtube ! ? Goals: ! ?Generate Brand Awareness ! ?Increase Brand Awareness ! ?Build a Relationship with Audiences
OUT OF HOME ! ? Billboard ! ? Goals: ! ?Generate buzz ! ?Glean awareness about the Pacific Citizen brand ! ?Strengthen the Brand Credibility
EXPERIENTIAL MARKETING ! ? Flash Mob ! ? In 4 major cities with Asian American population ! ? Goals: ! ?Increase unique site visitors ! ?Generate Buzz and Excitement ! ?Get audiences to share their experiences with their networks
BUDGET YEAR ONE (42,000 Subscribers, 30,000 Original and 12,000 New) Circulation Revenue (12,000 @ $40) ? $480,000 ? Advertising Revenue* ? 70,000 ? Total Revenue ? $550,000 ? Cost of Goods (Printing of 12,000 @45,000 price) ? 4,500 ? Gross Margin ? $545,500 ? Marketing (@ 50% of Revenue) ? 275,000 ? Balance for Sales & Administration ? $270,500 ? *Based on $175,000 @ 30,000 Circulation = $5.80/Copy
BUDGET YEAR TWO (60,000 Subscribers, 30,000 Original and 30,000 New) Circulation Revenue (30,000 @ $40) ? $1,200,000 ? Advertising Revenue* ? 175,000 ? Total Revenue ? $1,375,000 ? Cost of Goods (Printing of 30,000 @45,000 price) ? 11,000 ? Gross Margin ? $1,364,000 ? Marketing (@ 25% of Revenue) ? 350,000 ? Balance for Sales & Administration ? $1,014,000 ? *Based on $175,000 @ 30,000 Circulation = $5.80/Copy
BUDGET & MEASUREMENT ! ? Fundraising ! ? Sponsorship ! ? Online metric tools
¡°In any line of human endeavor, it is a simple fact of ethics that it always requires a great deal of e?ort and energy to start anything new.¡± ? - Morikazu Ida Consul General of Japan ? Printed in first edition of Pacific Citizen, October 15, 1929
THANK YOU

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Pacific citizen presentation

  • 1. Fadi Alqudimi ? Usen Esiet ? Jing Jiang TaeKyung Kim ? Siobhan O¡¯Shaughnessy Ratiporn Tantadvanickul
  • 2. COMPANY ! ? First Published in 1929 ! ? Newspaper for Japanese Americans ! ? 501(c)(3) organization ! ? Published by the Japanese American Citizens League (JACL) ! ? Based in Los Angeles ! ? Print circulation: 30,000
  • 3. CUSTOMER ! ? Print and Online ! ? Aged 50 years and older ! ? Well educated and a?uent ! ? Primarily JACL members ! ? 78% live on the west coast; 66% in California
  • 4. COLLABORATOR ! ? Japanese American Citizens League (JACL) ! ? Launched in 1929 ! ? Oldest and largest Asian American civil rights organization in the United States
  • 5. COMPETITION ! ? Hyphen Magazine ! ?¡°Asian America Unabridged¡± ! ?Online content and biannual print publication ! ?18 to 44 years; educated; professionals ! ?Integrated with social media platforms ! KoreAm Journal ! ? ¡°Korean American Experience¡± ! ? Online and monthly print publication ! ? 18 to 44 years; educated; professionals
  • 6. CLIMATE ! ? Shifting media consumption habits ! ? Economic decline ! ? Lost advertising revenue ! ? Newspaper industry su?ered the biggest decline from 2007-2011 (28%) ! ? Print advertising declined more than 17% ! ? 19th century business model
  • 7. RESEARCH OBJECTIVES ! ? To develop a deep understanding of Pacific Citizen¡¯s present situation. ! ? To identify Pacific Citizen¡¯s unique value proposition. ! ? To identify Pacific Citizen¡¯s potential target audience. ! ? To understand the needs, interests and habits of identified target audiences. ! ? To develop new revenue models for Pacific Citizen.
  • 8. HYPOTHESES ! ? H1: The Japanese American market¡ªhistorically, Pacific Citizen¡¯s target audience¡ªis not a viable or sustainable market in the long term. ! ? H2: There are currently no national media outlets serving the Asian American population. ! ? H3: The growing Asian American population is an attractive target market for Pacific Citizen.
  • 9. METHODOLOGIES Research Plan (28 April ¨C 11 May 2012) Sun Mon Tue Wed Thu Fri Sat 28 Caroline Paul Niwa, Margie Aoyagi-Stom, professor of Yamamoto, Pacific journalism a current Citizen¡¯s at Emerson Pacific editor-in- College Citizen chief. subscriber 29 30 1 2 3 4 5 Final Presentation Mariko Morimoto, assistant professor of marketing communication at Emerson College 6 7 8 9 10 11 12 Conducting Interview Conducting an Online Market Survey Secondary Research
  • 10. Issue I: The Japanese American market is not a viable and attractive market for Pacific Citizen. Asian Population by Detailed Group 2000 and 2010 Source: U.S. Census Bureau
  • 11. Issue II: Pacific Citizen has limited online awareness and involvement on social media platforms. Source: http://siteanalytics.compete.com/pacificcitizen.org/
  • 12. Issue III: The decline of the newspaper industry threatens Pacific Citizen¡¯s current business. Newspaper Advertising Revenues Daily Newspaper Ad Revenues Have Fallen Sharply Source: Newspaper Association of America
  • 13. Insight I: The Asian American population is an attractive market for Pacific Citizen. ! ? With a total population of 17.3 million, nearly 50% of all Asian Americans live in just three states: California, New York, and Texas. In California, Asians represent 13% of the total state population. ! ? Asian American consumers wield $579 billion in spending power, have the highest median income, and are ranked the first in educational attainment. ! ? The Asian American and Media Market Research survey showed that 71.6% are interested in reading a national Asian American lifestyle magazine.
  • 14. Insight II: Pacific Citizen has the potential to engage a community that has strong Internet usage and literacy.
  • 15. Insight III: Pacific Citizen can leverage the recent rise of the niche magazine industry. Source: Audit Bureau of Circulation, FAS-FAX report for Consumer Magazines
  • 16. Insight IV: Pacific Citizen is one of a few Asian American publications, possessing both inherent strengths and weaknesses. ! ? Strength: Pacific Citizen serves as a national publication for the Asian American population. Ms. Yamamoto: ¡°I will call it an Asian American newspaper, a national publication that covers activities across the country. For people on the east coast, it is probably the only national newspaper that we have; all of the others are regional. I tell them that because we are wide spread in the area. It is di?cult to access this information easily. Most people appreciate the fact that they can¡¯t get this news any place else.¡±
  • 17. Insight IV: Pacific Citizen is one of a few Asian American publications, possessing both inherent strengths and weaknesses. ! ? Weakness: There is too much emphasis on the JACL and not enough content that will help to generate interest from new audiences. Ms. Yamamoto: ¡°I am Pleased with [Pacific Citizen]. However, I wouldn¡¯t be happy if it just had news about JACL. I want to see general Asian American activities and news. I think one of the best issues they did was the food issue. Any culture food is a common denominator. I wish there was a way to be more in.¡±
  • 19. ¡°The new Pacific Citizen is the only publication dedicated to providing national news and human-interest stories that connect contemporary Asian Americans to their community and with one another.¡±
  • 20. MARKETING OBJECTIVES ! ? Increase Pacific Citizen¡¯s brand awareness within the target market by 20% within 24 months. ! ? Increase print and online advertising revenue by 10% within 24 months. ! ? Increase print circulation by 50% within 24 months.
  • 21. MARKETING OBJECTIVES ! ? Increase new paid magazine subscribers by 100% within 24 months. ! ? Increase unique website visitors by 150% within 12 months. ! ? Reposition Pacific Citizen and reintroduce it as a lifestyle magazine. ! ? Identify new partnerships.
  • 22. COMMUNICATIONS OBJECTIVES ! ? Create 30% awareness of Pacific Citizen among Asian American consumers aged 18 to 45 years within 12 months. ! ? Communicate the connection between Pacific Citizen and Asian American news and interests so that 25% of the target market develops interest in the magazine.
  • 23. COMMUNICATIONS OBJECTIVES ! ? Encourage trial of Pacific Citizen among 10% of Asian American consumers, aged 18 to 45 years in 12 months. ! ? Develop and maintain regular purchase of the Pacific Citizen magazine among 10% of Asian American consumers, aged 18 to 45 years within 24 months.
  • 24. COMMUNICATIONS OBJECTIVES ! ? Encourage trial of Pacific Citizen among 10% of Asian American consumers, aged 18 to 45 years in 12 months. ! ? Develop and maintain regular purchase of the Pacific Citizen magazine among 10% of Asian American consumers, aged 18 to 45 years within 24 months.
  • 25. CREATIVE OBJECTIVES ! ? Launch four creative campaigns in a 12- month period, complementing the IMC plan. ! ? Articulate the publication¡¯s repositioning as a lifestyle magazine for the Asian American community. ! ? Generate brand awareness as well as engagement with Pacific Citizen¡¯s target audience.
  • 29. I AM ASIAN AMERICAN CAMPAIGN
  • 30. P. C. COMING SOON CAMPAIGN
  • 31. P. C. COMING SOON CAMPAIGN
  • 32. P. C. COMING SOON CAMPAIGN
  • 33. P. C. COMING SOON CAMPAIGN
  • 40. I am proud of being an Asian American!
  • 41. FLYER
  • 45. IMC MIX ! ? Reach ! ? Impact ! ? Cost
  • 46. SOCIAL MEDIA ! ? Facebook, Twitter, and Youtube ! ? Goals: ! ?Generate Brand Awareness ! ?Increase Brand Awareness ! ?Build a Relationship with Audiences
  • 47. OUT OF HOME ! ? Billboard ! ? Goals: ! ?Generate buzz ! ?Glean awareness about the Pacific Citizen brand ! ?Strengthen the Brand Credibility
  • 48. EXPERIENTIAL MARKETING ! ? Flash Mob ! ? In 4 major cities with Asian American population ! ? Goals: ! ?Increase unique site visitors ! ?Generate Buzz and Excitement ! ?Get audiences to share their experiences with their networks
  • 49. BUDGET YEAR ONE (42,000 Subscribers, 30,000 Original and 12,000 New) Circulation Revenue (12,000 @ $40) ? $480,000 ? Advertising Revenue* ? 70,000 ? Total Revenue ? $550,000 ? Cost of Goods (Printing of 12,000 @45,000 price) ? 4,500 ? Gross Margin ? $545,500 ? Marketing (@ 50% of Revenue) ? 275,000 ? Balance for Sales & Administration ? $270,500 ? *Based on $175,000 @ 30,000 Circulation = $5.80/Copy
  • 50. BUDGET YEAR TWO (60,000 Subscribers, 30,000 Original and 30,000 New) Circulation Revenue (30,000 @ $40) ? $1,200,000 ? Advertising Revenue* ? 175,000 ? Total Revenue ? $1,375,000 ? Cost of Goods (Printing of 30,000 @45,000 price) ? 11,000 ? Gross Margin ? $1,364,000 ? Marketing (@ 25% of Revenue) ? 350,000 ? Balance for Sales & Administration ? $1,014,000 ? *Based on $175,000 @ 30,000 Circulation = $5.80/Copy
  • 51. BUDGET & MEASUREMENT ! ? Fundraising ! ? Sponsorship ! ? Online metric tools
  • 52. ¡°In any line of human endeavor, it is a simple fact of ethics that it always requires a great deal of e?ort and energy to start anything new.¡± ? - Morikazu Ida Consul General of Japan ? Printed in first edition of Pacific Citizen, October 15, 1929