1. WSQ
Assignment
-­‐
Develop
and
Manage
Strategic
Plan
for
an
Interac;ve
Media
Product
Strategic
Digital
Media
Plan
for
Harmony
magazine
by
Magdalene
Tan
12
August
2016

2. Descrip@on
of
the
Issue/Problem

3. Key
Problems
&
Issues
• Declining
revenue
from
3
tradi@onal
sources:
Ø Print
Ads,
Subscrip@ons,
News-­‐stand
sales
• Changing
consumer
reading
habits
in
fitness
news:
Ø Fitness
industry
has
become
increasingly
tech-­‐based,
leading
to
more
digital-­‐based
reading
habits.
• Complacency
within
Harmony:
Ø An
internal/human
resource
problem:
Revenue
growth
is
stunted
as
Harmony
did
not
upgrade
staff
skills
fast
enough
to
meet
readers
and
adver@sers’
demand
for
online
content.

4. Key
Problems
&
Issues
• Harmony
is
‘late
in
the
game’
in
‘digi@zing’
its
content,
therefore
poten@ally
perceived
as
‘obsolete’
by
new
genera@on
of
readers:
Ø Both
a
problem
and
an
opportunity.
Need
to
invest
more
to
build
up
an
online
presence
from
scratch
and
offer
more
innova@on
to
aWract
online
readers/adver@sers.
Benefit
of
‘hindsight’
–
we
can
learn
from
the
mistakes
of
rivals
&
improve
where
they
are
failing.

5. SWOT
&
PEST
Analysis

6. SWOT
Analysis
Strengths
• Established
brand
name.
• High
quality
editorial
content
that
is
well
respected
in
the
industry.
Weaknesses
• No
online
presence.
• ‘Late
to
market’
entrant
in
digi@zing
content.
• May
be
perceived
as
“obsolete”
for
being
‘late
in
the
game’
in
se`ng
up
an
online
presence.
Opportuni;es
• Ability
to
‘learn’
from
compe@tor’s
mistakes
and
improve
–
exploit
compe@tor’s
vulnerabili@es.
• Exis@ng
base
of
loyal
readers
which
can
be
further
mone@sed.
• Building
online
communi@es
that
are
different
from
exis@ng
subscriber
base
–
extend
the
overall
readership.
Threats
• Online
readership
–
more
‘fickle’,
not
as
‘s@cky’
as
print
readership.
• ‘Late
to
market’
entry
–
poten@ally
more
investment
needed
in
technological
innova@on
and
SEM.
• Declining
subscrip@ons
will
lead
to
declining
circula@on
–
start
of
a
downward
spiral
in
ad
revenues.

7. PEST
Analysis
Poli;cal
-­‐ Favourable
government
policies
for
technological
development:
o Generous
funding
schemes
for
skills
upgrading
of
staff,
investment
in
IT
development
and
equipment.
Economic
• Slowdown
in
economic
growth
and
consumer
spending.
• Adver@sers
are
cu`ng
print
ad
spending,
switching
to
online
ads
which
are
perceived
to
be
more
efficient
in
maximising
ad
spending.
Social/Situa;onal
-­‐ Changing
consumer
reading
habits:
o People
are
switching
to
consuming
fitness/
lifestyle
news
online
due
to
prevalence
of
mobile
technology;
o Lifestyles
are
more
fast-­‐paced
–
people
have
less
@me
to
read,
op@ng
for
news
‘snippets’.
o Convenience
and
easy
access
to
mobile
technology.
Technology
• Mobile
technology
–
evolved
to
be
more
user-­‐friendly
and
convenient,
which
has
caused
a
seismic
shie
in
consumer
reading
habits.
• Fast
adop@on
of
new
technology
by
Singaporeans
due
to
high
awareness/
educa@onal
levels.

8. Recommended
Solu@ons
to
the
Problem

9. What
we
want
to
do
• A
new
revenue
source
that
complements
and
enhances
the
3
exis@ng
revenue
sources:
• A
dynamically
responsive
website
for
Harmony
that
will
draw
in
new
revenue
sources:
• Increase
paid
content
subscrip@on
–
from
readers
• Increase
online
adver@sements
–
from
adver@sers
• Mone@se
online
offerings
–
from
readers
and
adver@sers

10. SMART
Planning
Specific
Increase
revenues
from
3
online
sources:
online
adver@sements,
online
products,
subscrip@ons.
Measurable
Time
taken
for
online
sources
to
start
genera@ng
revenue.
Rate
of
adop@on
(how
soon
exis@ng
readers
start
reading
from
new
website)
AFainable
Increase
unique
visitors
(=
increased
circula@on)
which
will
jus@fy
higher
online
adver@sing
rates
to
clients.
Realis;c
Gauge
customer
sa@sfac@on
(via
online
surveys).
Use
Google
analy@cs
to
observe
customer
behaviour
(how
long
they
linger
on
the
website).
Timely
Set
targets
&
projec@ons:
-­‐ Achieve
x%
increase
in
monthly
unique
visitors
within
3
months.

11. USPs
–
What
we
can
build
on
• Strong,
established
brand
in
the
fitness
media
industry
built
up
from
the
print
business
over
the
years,
with
highly
regarded
editorial
content
compared
to
its
rival,
Women’s
Health.
• Less
“persuasion”
is
needed
for
fitness
readers
to
consume
‘digi@zed’
content
from
Harmony.
• What
is
needed
to
create
mul@ple
avenues
for
mone@sa@on.

12. Differen@ate
from
Compe@tor
• Analyse
the
weaknesses
of
Women’s
Health:
Ø Difficult
naviga@on
structure;
Ø Lack
of
editorial
quality;
Ø Lack
of
content
differen@a@on
from
print
version
(90%
replica@on
of
content);
Ø Lack
of
updates
(print
version
is
published
quarterly
only,
not
monthly
like
Harmony);
Ø Lack
of
social
media
pages
and
plug-­‐ins;
Ø Not
dynamically
responsive
(no
“App”
version
or
mobile
phone-­‐friendly
layout);
Ø No
reader
engagement,
e.g.
blog,
forum,
comments.
Turn
these
weaknesses
into
strengths
for
Harmony’s
website.

13. Analysis
of
User
and
Adver@sing
Requirements
with
Clear
Recommenda@ons

14. User
Requirements:
Recommenda@ons
• More
regular
content,
such
as
daily
news
updates:
Ø Fitness
@p
of
the
day
Ø Photo
of
the
day
Ø Quote
of
the
day
• Relayed
to
readers
via
push
no@fica@ons
on
Harmony’s
social
media
pages
and
App
news
alerts.
Regular
Content
=
Enhanced
top-­‐of-­‐mind
awareness
More
traffic
to
Harmony’s
website

15. • Provide
Reader
Engagement
Planorms
Ø Blog
–
invite
selected
readers
to
write
about
their
fitness/nutri@on
journeys
which
will
be
edited
and
posted
on
the
blog,
together
with
other
advocates’
ar@cles;
Ø Forum
–
set
up
a
forum
for
discussion
on
various
fitness
topics
of
interest.
Ø Comments
–
enable
readers’
comments
for
Harmony’s
online
ar@cles,
as
well
as
advocates’/
readers’
blog
ar@cles.
User
Requirements:
Recommenda@ons

16. • Dynamic
responsiveness
Ø Content
on
Harmony
website
must
be
dynamically
responsive,
e.g.
have
a
mobile
phone-­‐friendly
layout
and/or
an
“App”
version.
Enable
news
alerts
on
mobile
devices
Garner
more
impressions
for
Harmony’s
website
User
Requirements
-­‐
Recommenda@ons

17. • Social
Media
Pages
Ø Start
Social
Media
pages
for
Harmony
designed
to
drive
traffic
to
the
website
and
engage
users
in
different
ways.
News
Driven
Visual
Driven
Event
Driven
Video
Driven
Selected
online
ar@cles
featured
on
Harmony’s
pages
as
well
as
interest
groups’
pages
Pos@ng/sharing
engaging
photos,
e.g.
advocates
in
lifestyle
shoots,
fitness
OOTD,
new
fitness
devices,
nutri@on
meals.
Video
interviews
with
advocates,
exercise
videos,
nutri@on
cooking.
Feature
upcoming
events
(TwiWer),
get
readers
to
check-­‐in
(FourSquare,
Facebook),
‘live’
video
feeds
(Facebook).
User
Requirements:
Recommenda@ons

18. Adver@sing
Requirements:
Invest
in
SEM
• Invest
in
SEM
at
the
ini@al
stage
to
improve
website
ranking
and
eventually
enhance
SEO:
Ø Google
Ad
Words
to
adver@se
Harmony’s
new
website
and
online
products.

19. Adver@sing
Requirements:
Digital
Re-­‐Marke@ng
• Partner
with
Google
for
digital
re-­‐marke@ng
campaigns
• Once
readers
have
visited
Harmony’s
website,
Harmony’s
‘call-­‐to-­‐ac@on’
ads
(e.g.
“Subscribe
Now”)
will
“follow”
them
to
other
sites.

20. Analysis
of
the
Naviga@on
and
Content
Requirements
with
Clear
Recommenda@ons

21. • Easy-­‐to-­‐find
Ø Organise
content
into
Primary
Naviga@on
and
Secondary
Naviga@on
o Primary
Naviga@on
–
Content
that
most
users
are
interested
in
–
fitness,
nutri@on,
health
&
wellness.
o Secondary
Naviga@on
–
Content
that
does
not
serve
the
primary
goal
of
Harmony’s
website,
but
s@ll
of
cri@cal
importance
to
drive
adver@sing
revenue
–
“About
Us”,
“Adver@se
With
Us”.
Naviga@on
Requirements
-­‐
Recommenda@ons

22. • Enhanced
Primary
Content
Ø Provide
content
that
is
85%
dissimilar
+
complements
the
print
version.
Ø Addi@onal
content
to
include:
o Advocacy
outreach
–
invite
well
known
fitness
trainers
and
celebri@es
to
contribute
personal
fitness
journey
ar@cles
to
a
blog
page
on
the
website.
“Reciprocity
Principle”
These
blog
ar@cles
are
shared
on
advocates’
social
media
pages
which
will
extend
Harmony’s
website
outreach.
Primary
Content
Requirements
-­‐
Recommenda@ons

23. Primary
Content
Requirements
–
Recommenda@ons
• Selected
online
content
on
Harmony’s
website
accessible
via
premium
content
subscrip@on.
• Partnership
with
gyms
for
readers’
online
fitness
calendar
Ø Commission
fee
for
online
class
bookings.
• Partnership
with
well
known
fitness
trainers
for
online
coaching:
Ø Commission
fee
for
online
coaching
sessions.

24. • Online
real-­‐@me
fitness
schedule
tracking
tool
linked
to
mobile
devices:
Ø Fitness
calendar
linked
to
readers’
mobile
device
calendar;
Ø Work
with
gyms
for
real-­‐
@me
booking
of
classes
on
this
online
calendar.
• Garner
more
impressions
for
Harmony’s
website
• Increase
usability
of
Harmony’s
online
offerings.
Poten4al
revenue
source
from
gyms.
Primary
Content
Requirements
-­‐
Recommenda@ons

25. • Online
fitness
schedule/nutri@on
plan
• Enable
personalisa@on
• Enable
linkage
to
readers’
social
media
pages
with
automa@c
alerts.
• Sharing
on
mul4ple
readers’
social
media
pages
further
extends
Harmony’s
website
outreach
and
SEO.
• Poten4al
revenue
source.
Primary
Content
Requirements
-­‐
Recommenda@ons

26. Primary
Content
Requirements
-­‐
Recommenda@ons
• Online
fitness
coach
Ø Collaborate
with
Harmony
advocates
(well
known
fitness
trainers/
celebri@es)
to
offer
online
fitness
classes
through
Skype.
Poten4al
revenue
source
from
readers.

27. • Provide
variety
of
adver@sing
op@ons
(=
poten@ally
increases
adver@sing
revenue)
on
more
online
planorms
via
a
dynamically
responsive
website
Ø Ads
on
desktop
view
Ø Ads
on
mobile
device
view
Ø Ads
on
mobile
phone
app.
Secondary
Content
Requirements:
Informa@on
for
Adver@sers

28. Recommended
Systems
Design
Environment
in
which
to
develop
the
website

29. Systems
Design
Environment:
A
Logical
Design
• Ease
of
Naviga@on:
Ø Intui@ve
and
easy-­‐to-­‐navigate
hierarchy-­‐based
website
structure.
Ø Why?
–
the
human
mind
is
inclined
to
the
logical
order
of
a
hierarchy
Hierarchy
=
Simplicity
=
Enhanced
SEO
Ø Enhanced
SEO
will
aWract
more
traffic
to
Harmony’s
website
=
increase
poten@al
ad
revenue.

30. Systems
Design
Environment:
Rapid
Applica@on
Development
• Adopt
Rapid
Applica@on
Development
(RAD)
Ø Given
the
@me
urgency
of
the
website
development,
adopt
RAD
to
enable
incremental
upgrades.
Ø RAD
is
a
modular
system
where
incremental
upgrades
can
be
added
upon
readers’
and
adver@sers’
feedback.
Start
with
Content
alone
Modular
upgrades
Add-­‐ins
such
as
online
fitness
coach,
online
fitness
class
scheduling
etc,
to
come
later
to
enhance
content
aeer
reaching
a
cri@cal
regular
reader
base.

31. • Incorporate
a
Content
Management
System
that
mul@plies
“Reciprocity
Principle”
–
social
media
plug-­‐ins
Ø Social
media
plug-­‐ins
included
in
all
online
ar@cles
for
easy
sharing
on
users’
social
media
pages.
Sharing
on
mul4ple
readers’
social
media
pages
further
extends
Harmony’s
website
outreach
and
SEO.
Systems
Design
Environment:
Incorporate
Content
Management
System

32. Systems
Design
Environment:
Incorporate
E-­‐Commerce
• Incorporate
e-­‐commerce
into
Harmony’s
website
and
social
media
pages:
• Regular
marke@ng
posts
on
online
products
offered
with
call-­‐to-­‐ac@on:
“Subscribe
now
to
get
the
first
month
off
free.”
• “Shop
Now”
buWon
to
be
added
on
Facebook
page
to
strengthen
call-­‐to-­‐ac@on:

33. Recommenda@on
on
who
will
test
the
website’s
usability
and
quality

34. Usability
Tes@ng
&
Quality
BEFORE
WEBSITE
GOES
‘LIVE’
• Focused
Group
Discussions:
Ø Iden@fy
target
customer
groups
from
exis@ng
magazine
reader
base
for
focused
group
organisa@on.
Ø Contact
suitable
customers
for
focused
group
discussions
u@lising
a
test
site:
o Gauge
sa@sfac@on
levels
o Wishlist:
what
other
items
they
wish
to
see
on
Harmony’s
website

35. Usability
Tes@ng
&
Quality
ONGOING
TESTING
AFTER
‘LIVE’
• Incorporate
regular
online
surveys
(e.g.
pop
outs
when
certain
pages
are
clicked)
to
constantly
monitor
customer
sa@sfac@on
levels
and
wishlists.
• Incremental
modular
upgrades
based
on
RAD
design
model:
• Enable
add-­‐in
of
incremental
upgrades
such
as
online
fitness
coach,
online
nuitri@on
plan
etc.
to
enhance
content
upon
reaching
a
cri@cal
traffic/readership
base.

36. The
End
by
Magdalene
Tan
for
WSQ
Assignment
in
Develop
and
Manage
Strategic
Plan
for
an
Interac@ve
Media
Product
12
August
2016