Brief: Inspire students to take out a digital subscription to The Guardian
How do we reach students in a compelling and interesting way to inspire them to digitally subscribe to The Guardian? We want students to…
Think: That the Guardian is a crucial part of an open, progressive, liberal world.
Feel: Intrigued and inspired about how to access Guardian quality journalism through a digital subscription.
Do: Support and subscribe through a digital subscription.
- as we go into 2021, we want to tap into their open, driven, and altruistic mindset.
- We want to reach 18-24 year olds with a casual interest in news. They will be curious about the world, hold progressive values and be keen to seek out new information and ideas.
Considerations:
- Primary — What is your message and creative approach? We’re really interested in your view on the best way to hook this audience through the written word and design.
- Secondary — What are your channels? We’re still really interested in how you’d pull together the marketing plan for this and what channels you’d use, but not at the expense of what the core creative concept is.
Mandatories:
Feel free to be creatively free with this work. All we ask is that you use the logo, font and colour palette at part of the work where relevant.
This creative can come to life in any medium you think would be most effective; static, video, audio. Or a mixture of all 3.
The deadline for this brief is 6pm (GMT) on Thursday 15th April 2021.
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18-24 year olds
Want to develop a closeness between this age group and the brand.
- How to achieve this?
Have an open, altruistic mindset
- Wanting to tap into this.
Presenting the idea of an open, progressive, liberal world.
- Campaign should be embodying this mentality.
I am a student and have many other students as my peers, this could be the focal point of audience research.
- I need to ask peers more questions and gather answers in order to develop a clear understanding of what the target audience wants.
Before this I need to understand The Guardian as a brand/company and learn what benefits their subscription offers to young people.
Brand Guidelines (key things I noticed):
- We do important work and we need help to continue it.
- We need an active energy – impassioned but not preachy, determined not pushy.
- Are we showing them how the quality, investigative journalism we do, and the editorial independence
that underpins it, help us hold power to account and give voice to diverse people and views?
- Have we painted a picture of why this matters? Is it imaginative and inspiring – or just
fanciful? Is it provocative and courageous, or just self-aggrandising? Is it relevant? is this what our readers need?
- So the mission of the Guardian since 1821 has been to use clarity and imagination to build hope.
This isn’t hope that naively denies reality. It is an active hope that confronts and questions the world as it is, standing up to power and standing up for people; it is empowering and energising, exploring and inspiring alternatives with people rather than for them.
Benefits of subscription:
- UK Daily in The Guardian Editions app: Each day's edition in one simple, elegant app.
- The newspaper reimagined for the phone or tablet
- Each edition available by 6am 7 days a week
- Easy to navigate
- Able to download and read offline
- Ad free
- Other special editions available as part of subscription.
- Premium access to The Guardian Live app: Live news as it happens
- Follow live feed of breaking news and sport as it happens.
- Explore stories you might have missed, tailored to you
- Download news whenever it suits
- Play daily crossword wherever you are.
- Ad free - Bonus: Ad-free web
- Read The Guardian's quality, independent journalism without interruptions. Enjoy an ad-free experience across all of your devices when you're signed in on your apps and theguardian.com - 20% student discount to £79 per year
= £1.52 per week for daily news updates, live news feed, news tailored to you.
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- Never
- 1-3 times a month
- 1-2 times a week
- 3-5 times a week
- Once a day
- Multiple times a day
- TV
- Printed Newspapers
- Online newspapers/organisations
- Social media
- Other
4. Please add some detail to your answers to question 3.
i.e Which news outlets do you get news from (The Guardian, Daily Mail, The Sun, BBC News etc.), or which social media platforms (Instagram, Twitter etc.)
- Yes
- No
7. If your answer to question 5 was no, why no?
- BBC News
- Daily Mail
- The Sun
- The Telegraph
- The Guardian
- Daily Express
- The Independent
- Daily Mirror
- Other (please type):
11. What would make you more likely to purchase a news subscription?
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> Alliterating topics:
- Are you interested in Ibex and International relations?
- Book Reviews and Brexit
- Bridgeton and Brexit
- VR and Vaccines
Positive Articles:
- https://www.theguardian.com/sport/2021/jan/22/transgender-athletes-joe-biden-executive-order
- https://www.theguardian.com/world/gallery/2021/jan/22/israels-ibex-make-the-most-of-lockdown-in-pictures
- https://www.theguardian.com/food/2021/jan/23/yotam-ottolenghi-recipes-for-comfort-food-spicy-lamb-macaroni-sabih-hummus-tapioca-coconut-bowl
- https://www.theguardian.com/technology/ng-interactive/2016/nov/10/virtual-reality-by-the-guardian
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