Vous êtes sur la page 1sur 34

Medill Magazine Innovation, Summer 2011

Abroad View is the only student- focused publication that offers fresh and practical stories about living and learning overseas.

Huge audience 260,000 students study abroad for credit in 2008-09 An act in Congress aims to push this to

1 million in 10 years
Study abroad now considered essential to

education

1998 established by Sherry


Schwarz, a student at Middlebury College
a

Biannual print magazine is distributed to 400 colleges and universities


a

2004 Abroad View Foundation,


a non-proKit organization, created
a

2010 Abroad View ceases


publication
a

Magazine Innovation Project

2011 Adopted by Medill

will use websites to plan their trip

81%

wanted to read department/service pieces over features

61.5%

want to read about places to visit

89.6%

will have money to spend on leisure

41.7%

Sarah Dupont
19 Occidental College 3.6 GPA French/PoliSci double major Will study abroad in France

2nd tier

3rd tier

Sarah Dupont

Honest

Conversational
Humor

Candid

Fun

Substance Helpful
Savvy

Education Engagement Journey Identity Opportunity

Travelogue Culture Shock Manners & Mishaps Exchange Rate

Online
interactive content fresh stories daily

Print
launch in Fall 2012 new, useful, engaging content a resource readers will revisit

Create online magazine that uses digital tools appropriately Produce complementary 96-page magazine Ensure both products are user-friendly

Offers mix of interactive features Mirrors aspects of traditional web design Highlights creative elements

abroadviewmagazine.net

young fresh sophisticated

86% - undergrads who use social


networking sites

60% - students surveyed who said they


would use social media while abroad

5 hours daily time college students spend


at a computer

E-mail marketing
yearlong e-newsletter campaign monthly 100,000 student travelers objectives boost brand awareness drive trafKic to website generate ad revenue build website membership

E-mail marketing
from October 2012 weekly newsletters to members objectives strengthen relationships build brand loyalty

25,000
direct mail to student travelers

75,000
to student ambassadors for distribution

total print magazines

100,000

Distribute print magazine Attend study abroad fairs, orientations, etc. Conduct campus promotions Membership drives Circulate market research surveys Devise own marketing campaigns

Abroad View Campus Ambassador Program

Value proposition:
Huge audience 1 million within the next decade $306 billion in projected spending power Starting to make long term purchasing habits Targeted circulation putting it directly in the hands of students

Primary Advertising Categories

banks & Kinancial apparel technology education

gear transport & travel luggage telecommunications

EDITORIAL CALENDAR

December/January February March April May June/July August September October November

Tradition Education Sports Technology Luggage Gear & Apparel Transportation Lodging Finances Food

Abroad Views research, deKinition and understanding of its audience is spot on. They put the magazine in a place to become a necessary resource for students going abroad.
Ryan Garton, Director Products & BeneKits, Sales & Marketing at Discover Card

INSERT NAME & TITLE HERE

Abroad View readers will be reading Travel + Leisure in Kive years.


Timothy Springstead, VP of operations at Globetrotting Media

Online Social Media

Print

Multi-Platform Approach

E-newsletters

Publisher Editor-in-Chief Web Developer

Responsibilities secure ads coordinate editorial, manage freelance manage web content

ratings & rankings manual online TV show publication for international students

AbroadViewMag@gmail.com