Cosmo campaign - S.I. Newhouse School of Public Communications

COSMOPOLITAN
The State of
Advertising
*Let’s Get Digital
*Looking Forward
7
Best Digital
Practices
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Cosmo Girls
Where You’re
Going , Girl
Brought to you by
BUTTER
TABLE of
CONTENTS
1
2
3
4
10
Introduction to Butter
Executive Summary
The Assignment
Situation Analysis
Primary Target Market
13 Research
18 Problems and Opportunities
19 Key Insights
20 Marketing Objective
21 Creative Brief
22 Creative Executions
31
Secondary Target Market
32 Research
33 Problems and Opportunities
34 Marketing Objective
35 Tactics
37
43
Evaluation
Letter to Cosmopolitan
Meet Butter
Rest assured,
everything is better
with Butter.
Meet a passionate team of empowered women. We are creative strategists,
designers, UX, and account managers without the division of departments and
walls. We would work on the same side of the table if we could, and sometimes
we do.
Butter transforms brands from analog to digital icons with strategic integrated
marketing communications. This requires pinpointing a brand’s essence, its
place in users’ lives, and translating it into a unique web presence.
Our approach is divided into three phases: Observe, Listen, and Discover.
We begin observing consumers’ brand interactions and distinguish behavior
patterns. Subsequently, we listen to consumer conversations about brand
experiences. From these ideas and observations, our strategists extract insights
to determine the brand’s web direction to best fit consumer needs. Our
creative tactics ensure brand strengths are maximized online within a cohesive
strategy.
This process emphasizes the relationship between a brand, its users, and
the emotion harnessed between them. Butter loves impactful results, and
we do what it takes to get there. We treat our clients the way they treat their
consumers – with meaningful and nonstop effort.
For butter or worse, in branding and design, Butter delivers.
1
EXECUTIVE
SUMMARY
Digital space is not replacing traditional media, but magazine publishers need to find ways
the correct translation into digital space. With unique characteristics, the web experience
is dissimilar to tactile readership. Instead of focusing on these differences, Butter focused
on the opportunities that digital platforms provide.
We identified a target market for Cosmopolitan of socially connected women, 18-34, in
various life stages. These women are connected by their interest in beauty and fashion,
love and relationships, life advice, celebrity news, and messages of empowerment. To them,
Cosmopolitan provides content about these topics in a relatable tone. The information is
relevant to their lives.
In order to learn more about the target market, Butter conducted a survey and five focus
groups. We uncovered women’s expectations for a lifestyle magazine’s web presence. We
tapped into interpersonal behavior and the value of customization. By personalizing web
content, these women feel empowered and connected to the material at hand. They want to
be active participants in the brand relationship and thanks to digital platforms, this type of
interaction is possible.
Our research led us to the idea of Cosmo Prints; Cosmopolitan was and continues to be
shaped by the women that read it. The magazine speaks for women, with women, and to
women. Butter’s web re-design and tactics will build a strong community centered on this
idea.
MyCosmo, the personal homepage of Cosmopolitan readers, enables users to select their
content and share their voice. The background theme, real-time voting, in-article notes,
and weekly lists are just a few ways to get readers involved. Social media will be leveraged
to further Cosmopolitan’s message of empowerment and personalization. To launch the
campaign, Cosmopolitan will host a Girls Night Out across the country that incorporates
the website, mobile devices, and social media in a method unprecedented by any other
brand. This night is sure to grab the attention of our target market and introduce them to
the new web presence.
In the end, these changes will greatly impact advertisers. We’ve developed a system
to increase advertising inventory by 25% within phase one and provided creative
opportunities for brands to interact with Cosmo readers. Each of these changes
incorporates data collection and real-time analytics to ensure the best results for
advertising partners.
2
THE ASSIGNMENT
Completely re-imagine Cosmo’s web presence: design, features, functionality, commerce,
consumer content creation, etc.
How can Cosmo best use/exploit the exploding social media dimension?
Cosmo is the quintessential "girlfriend magazine," how can the website create community
engagement for visitors and encourage them to participate?
How do we make Cosmo the most interactive, engaging brand in a woman's life?
Importantly, this re-imagining of Cosmo's web presence isn't directed solely at
consumers. How will it attract and involve advertisers? What new opportunities can it
present to Cosmo's present and potential advertisers, further convincing them of Cosmo's
multiplatform power as an advertising vehicle?
Deliverables:
1. Demonstrate a comprehensive understanding of Cosmo, its audience, advertisers and
competitive set.
2. Provide a strategic basis for the web recommendations, as well as compelling graphic
representations of them.
3. Present a low-cost, all-digital promotional campaign that will drive consumers to the new Cosmo web landscape.
3
42
Situation Analysis
SITUATION
ANALYSIS
Magazine Industry by Segment
{
28.9%
Academic/professional periodicals
27.9%
Entertainment magazines
14%
General-interest magazines
13.1%
Home and living magazines
7.5%
Business Journals
7.5%
Political Journals
1.1%
Other
Key Success Factors
{
{
Industry Costs
T
he $43.1 billion magazine and periodical
publishing industry is forecasted to grow
with a 1.2% AGR through 2017. Despite
the recent 4% AGR decline since 2007,
the industry will recover from online
publication competition, diminished
advertising revenue, as well as decreased
subscription and single-copy sales.
Player Performance
ens
h
t
g
n
e
r
t
S
g
n
i
k
Innovative Thin
try
Magazine Indus
6.6%
Advance Publications
(Condé Nast, Parade,
Fairchild, American City
Business Journals, Golf
Digest)
3.4%
Hearst Corporation
2%
Meredith Corporation
12.5%
Profit
21.1%
Wages
45.4%
Purchases
.8%
Depreciation
3.4%
Marketing
5.6%
Rent & Utilities
11.4%
Other
o Access to niche markets o Access to highly skilled workforce o Control of distribution arrangements
o Effective cost controls
o Establishment of brand names
(Source: IBIS Industry Report,
5
2011)
The State of
Advertising
M
agazines’ financial success relies
on advertising, which accounts
for 50% of total industry
revenue. Top magazine spenders
include: toiletries, cosmetics,
drugs, food, apparel, and media.
Magazines provide an ad space with:
o Niche markets reach
o Most effective purchase intent
o Ad awareness through all purchase funnel stages
o Most efficient purchase drive
T
he advertising platform today
includes combined space in
print, online, tablet and mobile.
Publications offer multi-platform
media bundles to advertisers,
increasing the demand for
advertising accountability.
Accountability relies on:
o
o
o
o
Contextual content
Results that leverage broad learning
Accountability studies on behalf of clients
Marketing ROI within all functions of the
company
(Source: Magazine Publishers of America,
2007).
Let’s Get Digital
Digital content and advertising revenue are
expected to gain momentum for magazine
publishers because new devices provide easier
access to publications. To attract more revenue,
publishers are increasingly pairing their print
magazines with websites, tablets, e-readers and
mobile devices.
Online publishers earn revenue from:
o
o
o
o
Ad banners
Subscriptions
Pay-per-view
Per item sales
Looking Forward
As the industry grows, companies can expand
audiences by staying digitally current. This
knowledge must translate into tactics that
complement print. This includes:
o
o
o
o
o
o
o
o
New product development
Interactive title libraries
Sampling opportunities
Innovative offers
Partnerships for cross-selling opportunities
Partnerships with OEMs
Future ad standards and metrics definitions
New advertising platforms
(Source: A New Digital Future for Publishers)
(Source: IBIS Industry Report, 2011)
Look at you,
gorgeous!
SITUATION
ANALYSIS
Cosmopolitan is a “lifestylist”
publication for 78 million fun,
fearless females in 100 countries
who seek their best in every detail.
T
he publication’s editorial is designed
to empower readers and features
content about relationships,
careers, fitness, beauty, fashion,
entertainment, personal finance,
and health. Cosmopolitan is
the best-selling magazine in its category with a
distinguished voice that maintains a strong brand
positioning.
Cosmopolitan’s ad-to-editorial ratio is 48:52.
The publication seeks trustworthy, relevant
advertising partners to build reader trust
and interest. The “sexy” editorial content
deters certain advertisers from selecting the
vehicle. Approximately 50% of Cosmopolitan’s
advertising is beauty and fashion related. It
seeks ad expansion to attract the auto category,
credit card category, and major fashion websites.
As America’s most read magazine, Cosmopolitan’s
current users span a wide range of lifestyles.
These women, 18-34, are predominantly single
and educated. Many of these readers are moms
(8+ million) and current college students (3.1+
million readers). Cosmopolitan magazine also
has the highest number of Hispanic readers, over
3 million in total. These women are split nearly
50/50 between subscription readers and newsstand
purchasers. Despite the life stage, these women
are interested in the messages of empowerment
Cosmopolitan offers.
Cosmopolitan is focused on creating more
digital advertising inventory. As readers
navigate through an ever-changing digital age,
Cosmopolitan has spread its brand onto the web,
e-reader editions, smartphone applications, radio,
and books. Subscription options include: print,
iPad, Zinio, Kindle Fire, Nook, sex position of the
day iPhone app, sex position of the day Android
app, and a Cosmo For Guys iPad edition.
Cosmopolitan Magazine Content
Finance
1%
General Interest All Other
5%
7%
Home
1%
Careers
Entertainment
1%
8%
Health/Fitness
8.2%
Self Improvement
7%
Food
3.2%
Fashion
18.2%
Beauty/Grooming
14%
Relationships
29%
7
Cosmopolitan’s current digital presence
includes:
o Cosmopolitan.com
o 1,391,741 million people belong to Cosmo’s
online community (June 7, 2012)
o Interactive features: Questions, message
boards, games, polls, quizzes, videos, contests,
virtual makeover and hairstyle
o Facebook (1.7+ million “likes,” 23,000+
“talking about Cosmo”)
o Twitter (10,000+ tweets, 288,00+ followers)
o Pinterest
o Google+,
o Newsletter
o YouTube (7,000 subscribers)
Competitive Landscape
Magazine Bio Digital Initiatives
Elle Online features seasonal
fashion trends, beauty reviews,
and insider celebrity stories. Elle
claims to be the number one
fashion magazine in the world.
Partnership with H&M: The website
featured four looks from H&M’s fall
collection. Viewers could purchase items
from the look.
Partnership with Theory: Elle’s top
fashion editors put together looks
from the Theory debut collection in an
editorial feature.
Vogue Online features lifestyle
and fashion stories in an upscale
editorial style. Editor-in-chief
Anna Wintour is famous for
her devotion to keeping Vogue’s
reputation for high fashion intact,
while still offering ideas for a wider
audience of middle-class readers.
Mobile App: Vogue Stylist allows users to
scan any Vogue ad with a mobile phone
and be redirected to a retail website that
sells featured items.
Website Re-launch: Vogue redesigned its
website to offer more videos and photo
slideshows from fashion shoots.
Marie Claire claims to be
the magazine for the modern
American woman with an opinion.
It contains articles on style,
relationships, health, careers, and
stories on women’s issues across
the globe.
Partnership with Chanel: A beauty app
for the iPad allows users to look through
major current trends, emphasizing
the Chanel product line. The app
provides new downloadable content as a
supplement to the magazine.
Allure is known as the number
one beauty magazine. Its
extensive beauty product finder
is the website’s most useful and
impressive feature
E-Commerce: Users can read about,
rate, and buy any product in the Beauty
Product Finder.
2-D Barcodes: Readers can scan tags in
the print issues with mobile phones and
are led to a mobile site with news and
marketing materials from advertisers.
InStyle prides itself on being the
first to report the latest fashion
trends. It also features insider
stories on celebrities and their
lifestyle.
Partnership with Groupon: InStyle
editors curated luxurious vacation deals
in six major cities as a tie-in with the
annual guide to regional beauty services.
Lucky positions itself as just
another one of the reader’s
girlfriends, offering trusted
guidance, shopping tips, trends and
advice.
Blogger Alliance: Fifty bloggers
partnered with Lucky to create the Lucky
Style Collective. The bloggers give a
fresh perspective on fashion and beauty
subjects.
Birthday Videos: For its 10-year
anniversary, Lucky released 100 videos
that corresponded with each of the
stories in the magazine.
7 Best Digital
Practices
SITUATION
ANALYSIS
In conclusion to creating a competitive and industry analysis, Butter has
compiled seven of what we have identified as the best digital practices.
Personalized product
recommendations lead to more
time spent on the site and greater
purchase interest for ad space.
1.
5.
Curate enough content to
provide more access points and
opportunities for advertisers to
buy space.
2.
6.
3.
7.
Connect the magazine and
advertisers directly to the
reader’s mobile wallet. Allow
opportunities for the reader to buy
items from looks they see on the site.
4.
Provide opportunities for
readers to create and upload
their own content.
“Uploading is what they [the
young readers] want to do,
rather than just downloading.”
-Susan Plageman, Vogue Publisher
Provide exclusive content as a
reward for subscribers.
Harness social networks to
pull brands into the digital
conversation
Provide integration opportunities
for the advertiser.
“Ad placements allow
marketers to become part
of the conversation with the
consumer in a deep and highly
engaged dialogue.”
-Lauren Wiener,
SVP of Meredith Women’s Network
Primary Target Market
Cosmopolitan Online will continue to target the
existing market of current readers of the magazine.
This includes educated, social women primarily
18-34 in the United States who use media at least
two times a day. They possess multiple social media
accounts and are interested in beauty and fashion,
love and relationships, life advice, as well as stories
on celebrities. They use magazines for tips and
apply those to their lives.
10
PRIMARY
TARGET MARKET
Courtney, 18
Courtney is a freshman at University of Colorado, Boulder. She uses
Facebook, Skype and Twitter to keep in touch with her friends at school
and home on the east coast. Her student budget keeps her limited
to homework, social activities, and the Internet. Relationships are
extremely important, so she often seeks the advice of others and trusts
this advice easily. She uses the Internet for online shopping, watching
viral videos, and winds down with a movie from her Netflix queue every
Sunday. She also loves celebrity gossip blogs. She doesn’t hesitate to
share something she likes online with others.
Jenna, 25
Jenna is a 25-year-old pharmacy technician at her local drugstore in Ann
Arbor, Michigan. She works very hard at her job and tries to save money
by searching for coupons and free sample offers online. When she finds
the time to go out with friends, she likes to dress up and look her best.
Her budget does not allow for expensive makeup, so Jenna likes to look
at beauty blogs online for dupes of prestige cosmetics. Jenna’s online
activity revolves around Facebook and Pinterest. She uses Facebook to
share links and photos with friends, and Pinterest is her favorite source
of beauty inspiration.
Angela, 34
Angela is a 34-year-old dental assistant taking managament night
classes in Buffalo, New York. Angela enjoys her job, but gets the most
excitement out of her hobbies, particularly an online book club blog
she follows. Recently single, Angela now spends her time at the gym
and local coffee bistro, staying as active as she can. It’s difficult to get
her group of girlfriends together for a night out, so they keep in touch
through Facebook and email.
Courtney the “Socialite”
7:30 am: Checks school email and Facebook before class.
A Day in
10:45 am: Texts her friends about post-class plans for lunch
the Life
12:00 pm: Discusses celebrity gossip found online with friends at lunch.
4:00 pm: Looks for outfit and makeup ideas on blogs and magazine sites for the weekend.
5:30 pm: Peruses her favorite sites such as Facebook, YouTube, Pinterest, visits beauty blogs and
vloggers.
8:20 pm: Purchases a pair of pumps from Zappos.
11:15 pm: Skypes with friends from home before going to sleep.
Jenna the “Frugal Fashionista”
8:00 am: Check personal email, social notifications and weather on mobile device.
12:00 pm: Check for Facebook notifications, Pinterest, and email on mobile device on her lunch break.
5:30 pm: Peruses her favorite sites such as Facebook, YouTube, Pinterest, visits beauty blogs and vloggers.
7:20 pm: Posts a new photo album of the weekend’s cookout on Facebook.
12:15 am: Checks social notifications before going to sleep.
Angela the “Go-Getter”
7:00 am: Checks personal email, checks today’s weather, reads the morning post from favorite blogger,
quickly checks work email.
10:40 am: Reads a few more posts on favorite blogs, Pins the best ideas, checks comments on the book
club, checks for Facebook notifications.
1:30 pm: Browses newsfeed for interesting articles, bookmarks the top two to read later, receives an
email invite from a friend to join a new online-recipe community.
7:20 pm: Reads the bookmarked articles from earlier, watches the latest episode of True Blood on HBO
Go, browses Pinterest for half an hour.
10:15 pm: Final check of Facebook, personal email, and work email.
12
Primary & Secondary Resarch
To uncover insights, Butter took the approach of Observe,
Listen and Discover. Observing required us to look at
the entire brand, from its inception to now, in order to
have the best understanding of the Cosmo philosophy.
Understanding the philosophy allowed us to enter the
listening phase, in which we surveyed individuals to find
a core theme. Finding the core theme allowed us to enter
the discovery phase where we conducted a focus group
to expand on the quantitative insights.
13
OBSERVE: SECONDARY RESEARCH
Objective
To understand where Cosmo came from in order to help identify
where they should go.
The Cosmo History
The Cosmo history is rich with change and innovation, the most
important of which occured in 1965. The 1960’s were a decade of
change for women. As a decade that included the entering of women
into the paid workforce and the development of an approved birth
control pill, women began to realize their opportunity for freedom
(U.S. News, 2010). In 1965, the young visionary, Helen Gurley Brown,
recognized this powerful emotion and created a platform for women
to share this new sense of freedom. Brown remodeled Cosmopolitan
magazine to be focused on women, and more specifically, the
empowerment of women.
Brown y
Gu
rle
Hele
n
“What made it so desirable
is that it outlined an American dream for
single, working women.
It provided them with
a vision and detailed
advice on how to live a
better life—on their own
terms.”- Cosmopolitan.com
Through the decades, Cosmo has been consistent in offering women
empowering content, such as a 1972 issue which addressed the
following: “You’re very interested in men, naturally, but you think
too much of yourself to live your life entirely though him. That
means you’re going to make the most of yourself -- your body, your
face, your clothes, your hair, your job, and your mind.” As we enter
a new decade, however, it is necessary to understand how the core
foundation of female empowerment translates to the digital realm.
Thus, we turned to the consumers and listened to their input.
14
LISTEN: QUANTITATIVE & QUALITATIVE SURVEY
Objectives:
(1) To identify attributes of a personalized web experience and user preferences.
(2) To understand online magazine consumption habits and readership
behavior.
Strategy:
Create a survey with quantitative questions and qualitative questions to allow
respondents to identify their thoughts on a personalized web experience that
enhances online consumption habits.
Method:
The survey was uploaded to Qualtrix and the link was sent out to users in the
target market via a convenience sample, utilizing the snowballing method. 134
users participated and 90 completed the survey, yielding a 67% response rate.
Findings:
(1) Readers expect a difference between the content of a print magazine
and its online counterpart.
\
77%
expect content for a print magazine to be different from the
content on its website.
(2) Respondents are interested in customizing content and finding inspiration
on an organized website.
66%
are interested in personalizing an online magazine’s
homepage so that they can only view content that is
relevant to them.
49%
83%
visit online magazines as a source for inspiration.
prefer a simple, clean layout as aopposed to many headlines
on one page.
(3) The most personal way to share content is via email.
identify that sending an e-mail is the most personal way of
sharing content with friends, followed by sending a private Facebook message (23%).
29%
(4) Multimedia content, such as photographs, is the most shared content
among friends.
34%
share multimedia (photos, video, etc) the most with their best
friends, followed by music (20%), DIY & Crafts (11%), Recipes (11%), Hair & Beauty (10%).
DISCOVER: FOCUS GROUP
Objective: To establish the target’s current opinions on the Cosmopolitan website
and determine preferred places of engagement, where they would feel empowered by
interacting with the brand.
Strategy: Allowing the target to spend time on the Cosmopolitan website and let
them think about the things they immediately did and did not like. Using various potential
website pieces from the current site as well as competitive sites, we empowered the
participants to create their own “ultimate” magazine site.
Method: Five focus groups consisting of three women each matching the target profile
were conducted in Buffalo, NY and Baltimore, MD June 14-16, 2012.
While creating their layouts, respondents’ comments uncovered two common themes:
Personalization & Control
“When I started doing
this, I realized design
was on the top of
my mind before the
content.”
“I colored mine. The
pink and white isn’t
interesting to me if
I’m always looking for
something new.”
“I took out half
of the topics in
navigation. “
“If I could have my
own account with the
stories I picked, I would
definitely make Cosmo
my homepage.”
“I would love to be
able to log in and just
have all the articles I
want to read there for
me.”
“I’m a girl, I want
this thing as
organized as my
closet!”
“I wish it looked
more like the
magazine.”
“I would love
seeing deals
that are meant
just for me.”
Summing It Up:
Participants want to be enamored by the website in the same way that they are enamored by the
magazine. But because users are able interact on a website, there is an even greater desire for
personalization and control over the type of content that is presented on each reader’s browser.
When asked to re-create the website with their desired features, each participant had different
interests and opinions, showing that reader motivation differs. Participants prefer a less
clutteres layout for the website with clearer navigation, features tailored to their interests , and
unique offerings in addition to articles that will encourage them to return to the site.
16
Strategic Women
Find Creative
Solutions
17
Building a Digital Presence
Problems Opportunities
Web and print do not complement or
strengthen one another. Website viewers
would not know what to expect from the
print version of the magazine based on
the website.
Brand has ability to create a complementary,
seamless branded environment. Cosmo can use
social media to build stronger relationship with
consumers and reinforce brand’s positioning,
Editorial mission of empowerment is lost
on the website.
Interactive features and social media provide
consumers the opportunity to feel a form of
empowerment, aligning with the magazine’s
mission.
Current website provides little space for
reader participation.
Every piece of content can become interactive.
Everything is more than just reacting. To build
consumer relationships, actions must be
reciprocated.
Increasing consumer expectation for free
and high-quality content.
More content will create a more impressive and
interesting extension of the magazine.
18
Key Insights
More content, more control.
[Readers want to be able to control the content that they see.]
There is no rule book for personal expression.
[Every Cosmo girl expresses herself differently.]
Big Idea
Cosmo Prints
It started with a touch. A magazine marked with generations of women’s fingerprints,
passed from a writer to an editor and one girlfriend to another.Cosmopolitan
Cosmopolitan heard
their voices and spoke for them, to them, and with them. Each issue helped to change
culture and empowered females globally. As feminine fingerprints move from page
to tablet screen, only one publication can keep up with the change and harness their
voices in a physical and digital space. The one who understands their aspirations best,
Cosmopolitan
Cosmopolitan.
Positioning: Cosmopolitan
Cosmopolitan is the only women’s lifestyle magazine that uses
a digital presence to empower readers to leave their own print on content, through
features that inspire interactivity and sharing.
19
Where You’re Headed
MARKETING
OBJECTIVE
• By 2014, 60% of site visitors are regular
users of myCosmo features. (2.4 million)
• By 2014, convert 30% of reach population
to regular web users. (18 million)
C R E AT I V E
BRIEF
Why are we communicating?
To create a cohesive, interactive web presence that satisfies the target’s expectations of an online
magazine and places Cosmopolitan ahead of the competition.
What do we want the communication to do?
Create an interactive community online that fosters Cosmopolitan’s editorial mission of
empowerment. We want to create a sense of urgency and excitement around being a part of the
community, as well as optimize the website to attract advertisers.
Who is our audience?
The primary target is females 18-34 with high school education or higher. These readers actively
use social and digital media. A secondary target is prospective advertisers.
What do they currently think?
Consumers currently feel that although Cosmopolitan delivers high quality content, the website
does not take advantage of the digital possibilities of personalization. Users believe that the web
is a place where they should be able to express themselves. Some advertisers feel uncomfortable
advertising with Cosmopolitan due to the association of the brand with sexual content.
What would we like them to think?
Cosmopolitan is the only magazine that provides an online counterpart empowering readers to
engage and interact. They should feel that the website is a place for them to express themselves
and a community that they are an important part of. Advertisers must think Cosmopolitan is
relevant and suitable space to advertise their brand.
What is the big idea?
Cosmopolitan readers choose Cosmo for empowerment. The ability to customize
Cosmopolitan’s content and experience is empowering, and gives readers the ability to be part of
the magazine, rather than just reading its content.
How do we make it believable?
Leverage the established brand strength, credibility, and reputation. Align tactics with theme
of empowerment and make the target feel each individual’s “print” is an important part of the
publication in all forms. Cosmopolitan understands women, how they use technology, and how
to deliver what they aspire to in a collective community that will continue to grow and have an
eventual global impact.
What tone should be used?
Fun, upbeat, flirtatious.
21
Creative
Executions
Each of our executions is tailored around
the theme of empowering the reader to
leave a “print” through personalization.
22
The new website is easily navigable with a
simple, aesthetic design.
The top of the page includes a showcase of
the newest articles that fall under the four
most popular categories. Beneath is the
Cosmo Insiders section, a blogger series
that allows the readers to learn more
about their favorite Cosmo editors. After
the showcase, the reader views the “Top”
story. The sidebar includes a searchbar,
social sharing buttons in the top right
corner, the MyCosmo login, ad space and
a permanent button to subscribe to the
magazine (will be seen on all pages).
23
WEBSITE
REDESIGN
Objective:
Design the user interface to enhance
user experience and optimize
advertising inventory.
Strategy:
Redesign the website to have a more
organized, visually appealing layout that
follows the underlying psychology of
the reader.
Rationale:
Primary research showed that users
had trouble navigating the site.
More specifically, many participants
questioned particular aspects of the
website (games, quizzes, etc.) based on
their disinterest in the topics. Research
shows that the authenticity in blogs is
what adds to the para-social interaction
of the users.
WEBSITE
REDESIGN
Visitors to Cosmopolitan Online can create a myCosmo account to personalize their
homepage. Users can cultivate their empowered voice and make a mark on their magazine
experience. Customization promotes more interactivity, gives users a place to leave their
“print”, and increases user-time on the site.
Objective:
Enhance the digital user experience by empowering the reader to use their voice.
Strategy:
A fully customizable homepage with content filters, themes, social networking, and insider
perks.
Rationale:
Consumer involvement in product design creates a stronger consumer-product relationship.
Primary research confirmed respondents are interested curating their own web content.
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COURTNEY’S myCOSMO
JENNA’S myCOSMO
Content: To connect users with content, the
user chooses which topics appear on their
myCosmo homepage.
Background Theme: Users select from a
library of border themes, customizing their
environment.
In-Article Sticky Notes: Notes allows users
to mark-up pages, spark communication
among girlfriends, and comment on
specific points. This bridges the gap
between a physical and digital magazine
experience.
Connect with Friends: Sidebar contains live
feed of friend activities. This shows who
read what articles, comments on articles,
likes and tweets,
Real-Time Voting and Commenting: Users
can like or dislike the article, leaving their
prints on the content. The results show
up in real-time, allowing the reader to
visualize the popularity of the article.
ANGELA’S myCOSMO
Recommended Articles :MyCosmo
recommends articles closely aligned with a
user’s indicated interests. This increases their
desire to read an article.
Photo Filter: Capitalizing on the Instagram
craze, users can place a filter on their profile
photo to add a more glamorous dimension to an
existing photo.
Weekly Lists: Cosmo helps readers find and
empowerment through weekly lists. For
example, 7 Things I want to Accomplish, My
Top 5 Affirmations, Top 3 Workout Moves, etc.
Weekly lists can be shared on Facebook and
Twitter, urging readers to browse the website
to find content relevant to completing their
lists. Recommended articles are placed around
their list to help them get started and users are
encouraged to upload a photo of what they’ve
accomplished. A few of the best photos will be
featured on our social media sites.
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Pandora Stations
Social Media
Cosmopolitan recommends Pandora stations to their readers.
These stations are offered for different parts of the day such as
waking up, getting ready, driving and even foreplay.
Tactics
Objective: Use media to expand the user experience and interaction with the Cosmopolitan brand.
Strategy: Offer Pandora stations curated by Cosmopolitan that relate to the lifestyles of readers.
Rationale: Cosmo has a voice that readers trust. Music recommendations are a small part of the
publication, but a new way to connect with readers. This helps to build brand loyalty.
Twitter
Cosmopolitan will create different Twitter
handles related to specific content within
the magazine. Followers can choose to follow
@CosmoBeauty, @CosmoCelebs, or @
CosmoCampus etc.
Objective: Use Twitter to push content using
theme similar to the magazine.
Strategy: Create handles for each particular topic
within Cosmo, allowing readers to select the
topics that they want to follow.
Rationale: Our primary research confirmed that
readers want to see content that relates to them.
This also breaks up the amount of Twitter traffic
and further segments users, which is helpful for
Cosmopolitan and advertisers.
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Facebook
The Facebook page will extend to a personal
relationship with the readers, with features
including, “This or That” votes, questions for
readers selected by editors, photos from inside
the Cosmo office, wall photos of staff members’
outfits, and a weekly Facebook-exclusive Fun,
Fearless, Female of the Week.
Objective: Create a para-social interaction (the
illusion of a face-to-face relationship with a
media figure) to the Cosmopolitan brand.
Strategy: Utilize Facebook to extend the theme
of female empowerment and enhance Cosmo’s
personal relationship with the readers.
Rationale: Primary research indicates that
readers are seeking exclusive content online. As
recently noted at Cannes, the consumer is about
the brand’s relationship with them, rather than
vice versa. Cosmopolitan must use Facebook to
display its interest about the readers.
Promotional
Campaign
Invitation via Sealed Magazine
Cosmopolitan subscribers will receive a sealed magazine with an invitation enclosed in their
monthly mail publication. This invitation contains a code giving subscriptions special access
to create a myCosmo account.
Objectives:
To create an exclusive community that encourages readers to participate in leaving their
mark on Cosmopolitan.
Strategy:
To send out a limited number of invitations to subscribers that enables them to create a
myCosmo account and begin leaving their mark on Cosmo Online.
Rationale:
By sending out a limited amount of invitations, Cosmopolitan creates exclusivity about the
community and thus demand.
Cordially invites you to be the first
to access our new myCosmo feature
on cosmopolitan.com. Use the code
provided to create your very own
account. Personalize your myCosmo
page to fit your personality and control
the content you want to share to your
best girlfriends. Because you are a
coveted Cosmpolitan subscriber you will
be awarded 5 additional codes upon
logging in for your closest friends.
Here’s to you Cosmo girl! The ultimate
fun, fearless female.
CODE
Z5GH678P9
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Promotional
Girls Night Out
Campaign
Announcement:
o
o
o
o
Shared on Facebook
Take over Cosmo Facebook Cover Photo (1,777,355 likes)
Share on Twitter (298,566 followers)
Feature on Cosmopolitan homepage
PRESENTS
GIRLS’
NIGHT
OUT
2012
CHECK OUR
FACEBOOK PAGE
FOR MORE!
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Scaven
ger
Hunt!
COMPETE TO
WIN A
MAKEOVER!
Get your best girls
together and follow the
clues we text you to
complete the scavenger
hunt.
Be the first team to send
us the right pics and you
could win a makeover!
Day of Girls Night Out:
o
o
o
o
o
Tweets and texts to participants will announce the first task and its hashtag
Participants tweet a photo completing each task with its hashtag
Text messages will go out every 30 minutes throughout the night
Participants are sent an invite to join myCosmo at the end of the night.
The team of girls that completes the tasks in the most creative way wins makeover
and a photo shoot with Cosmopolitan and a feature on the website.
o The winner will be announced on myCosmo
Objective:
To create a bridge between the physical and digital world that brings fun and
enthusiasm to Cosmopolitan’s new website.
Strategy:
To devise a scavenger hunt that integrates online, mobile and the real world user
participation to encourage the target to leave their prints on various physical locations.
This will be incentivized by a makeover and photo shoot for the winning group to tie in
with the “makeover” of the new site.
Rationale:
This tactic has the ability to gain earned media. With a large number of participants
and a creative execution, it is likely participants and spectators will mention it on social
media and press will cover the campaign. Providing something new and exciting in the
Cosmopolitan style will solidify the transition from print to digital.
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Secondary Target Market
Cosmopolitan will communicate with advertisers
to ensure the strongest, most relevant ad
placement. These include the current beauty and
fashion advertisers, as well as new advertisers such
as credit card companies, automotive brands, and
fashion websites.
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PRIMARY
RESEARCH
INTERVIEW RESULTS
Consultation with New Media
professional, Stephen Masiclat
To uncover online media trends, our team consulted with Stephen
Masiclat, Director of the New Media Management program at Syracuse
University and co-Director of the Center for Digital Convergence.
Masiclat suggests dividing existing content into quartiles, to lead visitors
to new targeted destinations.
1
2
3
4
The initial stage of this concept requires publishers to identify the
strongest quartiles for advertisers. Assuming this range is based on
income, the quartiles reflect an aspirational level for viewers. The website
content is then divided to accommodate each quartile. These new sections,
known as quartiles, make room for new ad placements that meet the
interests of the page viewers.
In addition to increased inventory, this trend enables greater data
collection for re-targeting. Masiclat claims publishers are seeking ways to
adopt this approach over the next 12 months.
Jump out for
Quartile 1
1
2
Jump out for
Quartile 3
Jump out for
Quartile 2
3
4
Jump out for
Quartile 4
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Increasing Ad Revenue
Problems Opportunities
The website has limited ad inventory
for ad revenue, as well as a lack of
opportunity for ad creativity, strategic
placement, and rich media ads.
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Expand inventory with new site design.
Sexual content of the magazine deters
advertisers from wanting to associate
their brands with the content.
Fragment content to have more ad real estate with
non-sexual editorial content.
Competition with low-cost CPMs.
Provide more engaging and creative advertising
opportunities.
Big Brands Make Big Plans
MARKETING
OBJECTIVE
• To increase advertising inventory by at least 25% with
first phase of website redesign.
• To develop creative new media opportunities that
attract larger advertisers that seek to communicate
with the Cosmopolitan audience.
34
Optimize the Way
You Monetize
Fragment Content
Each article is a set of content, with subsets of content opportunities. The idea is to sell
share of voice for specific demographics. Thus, one article produces five opportunities for
exposure.
Example: Sex Tips from Guys, Jean-Claude suggests that “Watching a woman do yoga is the
hottest foreplay you could have without touching each other.” Hyperlink the term “yoga”
which links to an article on yoga. Included in this article are tips that are targeted toward
specific quartiles. Quartile 1, the hottest yoga moves, quartile 2, recommended yoga gear,
quartile 3, recommended classes and quartile 5, yoga getaways. Each quartile leads to another
article. Based off of the users selection, we are able to identify the users quartile. As data
grows, this increases the specificity of our ads, where we have the opportunity to sell share of
voice to each quartile.
Jump out for
Quartile 1
1
2
Jump out for
Quartile 3
Jump out for
Quartile 2
3
4
Jump out for
Quartile 4
Objective:
Create more ad real estate within the Cosmopolitan website.
Strategy:
Fragmenting content to transform one article into four more opportunities for ad space
within each editorial piece.
Rationale:
Fragmentation enlarges the available inventory and presents the opportunity for optimized
targeting. Fragmenting the content provides two-five more pages for ad inventory. By incorporating this strategy into just 20 articles, the inventory expands to include up to 100 new
placements. This will not only provide the eventual opportunity for advertisers to purchase
share of voice based on quartiles, but appeals to the aspirations of the target.
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Pandora Stations
The Pandora stations also exists as a creative alternative to banner ads. Advertisers may
sponsor one of our themed playlists. For example, a “Wake Up” station sponsored by Folgers,
a getting ready station sponsored by CoverGirl, a driving playlist sponsored by Gatorade, and
a foreplay station sponsored by KY.
Objective:
Identify creative opportunities for advertising placement with untapped media.
Strategy:
Create contextually brand-sponsored stations on Pandora.
Rationale:
This opportunity allows advertisers to leverage our reach and demographic to enhance their
brand in a way that is contextual and relates to the theme of Cosmo stations.
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Evaluation of Success
Butter developed its own means of evaluating success based on
the improvements in the categories below.
Customize
37
Organize
Socialize
Monetize
Optimize
Customize
Organize
Socialize
Monetize
Optimize
The image below shows where users can customize their homepage before and after the redesign.
1
2
4
3
5
6
BEFORE
AFTER
1 Background ThemesBackground
2 Profile PictureBackground
3 User-selected Topics
4 Friends
5 User-selected Bloggers
6 Saved Favorite Articles
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Customize
Organize
Socialize
Monetize
Optimize
The image below shows the difference in organization before and after the website redesign.
1
1
BEFORE
1 Topics in navigation are disjointed.
1
5
6
39
AFTER
Topics in navigation reflect which site
categories are most popoular
Customize
Organize
Socialize
Monetize
Optimize
The image below shows where users can socialize with friends before and after the redesign.
1
1
1
2
2
BEFORE
AFTER
1 Social Media Links
1 Social Media Links
2 Users can comment on articles or share to
social media networks
2 Users can comment, share on social media,
Pin, thumbs up/thumbs down or save any
article as a favorite.
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Customize
Organize
Socialize
Monetize
Optimize
The image below shows the difference in areas that can be monetized before and after the redesign.
1
1
2
3
BEFORE
1 Limited ad space
1 &
AFTER
2 More options for ad space
3 Articles fragmented to provide more ad space
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Customize
Organize
Socialize
Monetize
Optimize
The image below shows the difference in optimization before and after the website redesign.
1
1
BEFORE
1
Cluttered layout does not optimize available
space
1
AFTER
Cleaner, more organized layout optimizes
available space
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LETTER TO
COSMOPOLITAN
To the fun, fearless women at Cosmopolitan:
We understand print’s longevity and the need to connect the authenticity of a physical
magazine experience with digital platforms. As female digital natives, we are skilled to craft the
future of Cosmopolitan’s digital presence.
We identified the unique, digital opportunities and used them to interact with your readers.
We surrounded ourselves with these women to uncover their expectations for a lifestyle
magazine’s web presence. Their interpersonal behavior and personal values fueled our
evaluation. They desired to actively participate in the brand relationship.
We focused on two-way communication and created Cosmoprints.
Cosmopolitan can continue to own and share the voice of the empowered female in the digital
space. Butter reimagined this space and transformed it into magazine media.
A stronger Cosmopolitan community was born, launched by a Girls’ Night Out.
The new features of the website enable readers to share their voice within the content. The
redesigned website encourages readers to make Cosmopolitan Online a shared experience,
incorporating social networks and close friends.
Increased inventory, enhanced targeting options, and strengthened data collection also create
exciting, comfortable opportunities for advertisers.
Butter made it easier for Cosmopolitan to connect with its readers meaningfully. We look
forward to making our very own Cosmoprint fun and fearlessly as we move forward together.
Thank you for your time and consideration.
Chelsea Aures
Camille Malkiewicz
Kristin Mommers
Ashly Oehrl
Kiersten Wing
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[email protected]
[email protected]
[email protected]
[email protected]
[email protected]