yearof livingdangerously annwong
DESCRIPTION
Emailvision - The Roundtable on Strategic Marketing - August 2011 - Ann WongTRANSCRIPT
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The year of living dangerously Revitalizing an established brand and product
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The South China Morning Post
• Began in 1903
• The paid local English paper in Hong Kong
• Award winning journalism
• Affluent English language readers in a Chinese speaking community
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News industry in Hong Kong
• Strong print readership
• Chinese language dominated
• Niche English market
• Decline of the British Empire:
growth of bi-lingual readers
• Growth of free-sheets
• Growth of online and mobile news
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Building our future
• Understand our audience
• Define and power-up the brand
• Maximize print, grow other platforms and revenue
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Strategic Pillars
Engage Elevate Expand
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And so our year began…
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Embrace change with urgency
Asia’s first native iPad app for a newspaper
Launched on same day iPad launched in Hong Kong
July 2010
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Understanding our potential audience
First ever audience sizing and segmentation study
Rare SCMP readers 1x a month
Infrequent SCMP readers <3 times per week
Frequent SCMP readers 4+ times per week
July 2010 Aug 2010
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Learning from consumer insights
Focus groups
July 2010 Aug 2010 Sept 2010
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Our brand challenge
The GOOD
Trusted
Authoritative
Independent
Integrity
Established
Upmarket
The BAD
Unexciting
Cold
Serious
Foreign
Remote
Daunting
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What we needed to do
Live dangerously!
• Dare to change our look, our content and grow younger
• Dare to appeal to a broader, more Chinese audience
• Embrace new platforms wholeheartedly
• Boldly state our brand positioning
• Show our human side
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What makes our audience tick
Empowered. Discerning. Engaged.
Caring. Smart. Successful.
July 2010 Aug 2010 Jan 2011 Sep 2010
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New brand tagline
Make every day matter
Jan 2011 Feb 2011 July 2010 Aug 2010 Sep 2010
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Embracing the brand vision
Inform editorial redesign process
Inform and train all company departments
with brand workshops
Inform our brand campaign direction
Jan 2011 Feb 2011 July 2010 Aug 2010 Sep 2010
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The brand launch
Feb 2011 May 2011 Jan 2011 July 2010 Aug 2010 Sep 2010 Feb 2011 May 2011 Jan 2011 July 2010 Aug 2010 Sep 2010
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Teaser launch
House ads
Feb 2011 May 2011 Jan 2011 July 2010 Aug 2010 Sep 2010 Feb 2011 May 2011 Jan 2011 July 2010 Aug 2010 Sep 2010
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Teaser launch
Front page and P2 takeover ads
Feb 2011 May 2011 Jan 2011 July 2010 Aug 2010 Sep 2010 Feb 2011 May 2011 Jan 2011 July 2010 Aug 2010 Sep 2010
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Campaign launch
Feb 2011 May 2011 Jan 2011 July 2010 Aug 2010 Sep 2010 Feb 2011 May 2011 Jan 2011 July 2010 Aug 2010 Sep 2010
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Outdoor
Feb 2011 May 2011 Jan 2011 July 2010 Aug 2010 Sep 2010
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Point of sale
Feb 2011 May 2011 Jan 2011 July 2010 Aug 2010 Sep 2010
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Engaging conversations
Feb 2011 May 2011 Jan 2011 July 2010 Aug 2010 Sep 2010
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Campaign website
Feb 2011 May 2011 Jan 2011 July 2010 Aug 2010 Sep 2010
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Campaign website
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Campaign website
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Campaign website
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The all new South China Morning Post
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The new product
International rock star
design guru
Dr Mario Garcia
hired to redesign the
newspaper
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The new product
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Five new taboids: making every day matter
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Version 2 iPad - making every platform matter
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More broad interest pages
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Interim website
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Phase Two…the heat is on
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Boosting subscriptions
May 2011 Feb 2011 Jan 2011 July 2010 Aug 2010 Sep 2010 June 2011
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May 2011
Building trial…and being fun!
Feb 2011 Jan 2011 July 2010 Aug 2010 Sep 2010 June 2011
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What living dangerously did for us
• Sustained increase in single copy sales
• Doubled our walk-in newspaper subscriptions in June
• Promotion entries 100x usual promotion response
• 4 fold increase in Facebook likes/built active community
• 229% month on month increase in iPad app downloads
• 184% increase in daily iPad edition downloads
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Thank you