3. AIM and OBJECTIVES Increase of company sales with use of Integrated Marketing Communications New local audience groups New markets / areas of business Relationship Marketing Increase of interaction between the paper and the audience Develop long-term relationships with the readers and the adversities
4. Publisher developments Local communities focus Circulation and availability of paper Content Management System-Quality improvement DMGT Internet software purchase iAnnounce Online paper development Free News Online Vision Delivering comprehensive local news and information, that both informs and reflects the important issues of the communities they serve The Audience Loyal, committed and valuable readers and internet users Johnston Press PLC
5. The Inter-Active Campaign Attract younger audiences Attract ethnic minority groups Increase of social media interaction and online services with audience *** Increase interaction among communication channels Highly involve Internet Marketing and Social Media Marketing tools into the campaign Related advertising Be proactive! Get Involved!
6. Younger audiences Use of social media marketing Become highly interactive: Youth section on Twitter, Facebook Making Facebook more interactive, i.e. Quizzes, Picture Applications Street Art Project Displaying Chronicle Logo as a form of Street Art- graffiti on the walls, pavements Community initiatives which can get young people involved into the paper’s activities: Column / article Contests Features on Young Volunteers/ Community Groups Online Forum for Events and Activities in Northampton
7. Ethnic minority groups Section/ feature in the paper and websites about ethnic minorities issues Exhibition on cultural diversity in Northamptonshire- getting the audience to co-prepare the event Translation into different languages, i.e. website or having volunteers interpretations who can translate to non-English speakers Introducing Forum where people could rise important issues- potential of having a story, features or interview on the hot issues Reader to reader news online- put your own news on the website
