How 'Open' is the brief?

Content / Subject
Promotional campaign
Engaging and intellectual content
Highly creative
Intelligently resourceful
Low budget outcome with a high impact
Communicate price and quality
Raising the magazines general circulation
Build a student community - Interactive / engaging / in-depth discussion

Content of the newspaper / magazine
Intellectual content for a small price
Concise quality newspaper
Business // Current affairs // Fashion // Style // Film // Music // Arts // Sport

Media / Distribution
Web - strong following ready to exploit
Print - National paper with a reader base of 368k - how can this be exploited further?
Environmental - how can the campaign be exploited to exist in student environments
Events -Promotional event engaging students and encouraging them to read the magazine
Newsletters - Using mail-shots / newsletters to reach a higher audience - exploit student areas / cities
3D - Recreate the logo 3D to place in student environments, engaging them and promoting the magazine. Could think about how to interact with the students and gain their interest.

Audience / Context
Students // Younger Audience // New readers // Intellectual

Product / Deliverables
Promotional Campaign
Insert into 'The Independent' newspaper -Direct to target audience
Online campaign - already a strong following will provide quick and efficient delivery

Secondary research
- Look into previous successful and not so successful promotional campaigns, analyse strengths and weaknesses
- Read through some back and current issues of the magazine to get a better understanding of the general content
- Online research into the magazine
- Current student orientated issues
- Environments in which to place promotion