WELCOME

REPORTAGEN

• A5 canvas booklet

• 6 reportages

• 6 issues a year

• Illustrations vs photography

• Matching advertisements

• Editor-in-chief, founder & face

• Currency dealer, winegrower, pizzaliolo, German teacher

• Passion for reportages

• Launched the first issue 26th October 2011

DANIEL PUNTAS BERNET

• Small, young & independent

• Still in growth-phase

• Strong brand identity

PUNTAS REPORTAGEN AG

• No competitors in German market

• „Worst Case Scenario“ – Spiegel Reporter

• Time is key competitor

POSITIONING

AUTHENTICSOCIOCULTURAL

REPRESENTATION

INTENSE READING

CASUAL READING

FAST CONSUMPTIONMEDIA CULTURE

• Julian is the brand persona

• Represents REPORTAGEN mind-set

PERSONA

• Message

• Current touch-points

• Recommendations

COMMUNICATION STRATEGY

• 3 different messages

• Inconsistent

• Emphasize different elements

CORPORATE MESSAGE

„Das unabhängige Magazin für erzählte Gegenwart“

„Das unabhängige Magazin für die Nebenschauplätze dieser

Welt“

„Weltgeschehen im Kleinformat“

‣ FOCUS ON ONE MESSAGE

• Available in bookstores, kiosks and selected stores

• Not available in every kiosk

• Hard to find

POINT OF SALE

‣ STICK TO A FEW SELECTED PLACES BUT BE COHERENT

• Selected locations

• Places that suit the magazine

• Gastro-subscription

LESECAFÉS

‣ EHANCE RELATIONSHIP

‣ LOCATION BRANDING

• FREITAG am Donnerstag

• Reference Bags

• Win-win situation

FREITAG CO-BRANDING

‣ KEEP RELATIONSHIP AND USE TO PENETRATE GERMAN MARKET

• Clean & simple

• Not as strong as the tangible product

• Online shop is not user friendly

REPORTAGEN.COM

‣ HAS MORE POTENTIAL TO BE USED AS A COMMUNICATION TOOL

• Suits brand & image

• More interactive that corporate website

• Active communication

SOCIAL MEDIA

‣ KEEP ON WITH SOCIAL MEDIA STRATEGY

• Articles in newspapers and literature magazines

• Nomination Schweizer Design Preis

• Positive Publicity

PUBLIC RELATIONS

‣ SEND FREE SAMPLES TO OTHER PUBLICATIONS

• Presence at exhibitions

• Direct interaction with subscribers & potential readers

EXHIBITIONS

‣ THIS CHANNEL COULD BE INCREASINGLY USED

• Orange cinema

• Facebook campaign

• Give-away

SINGLE STORY SAMPLES

‣ CONTINUE TO USE THIS COMMUNICATION TOOL

• Strongest channel

• Nearly everyone knows REPORTAGEN from a friend

WORD OF MOUTH

‣ REWARDS SYSTEM FOR BRAND AMBASSADORS

RECOMMENDATIONS

‣ REWARDS SYSTEM FOR BRAND AMBASSADORS

‣ CONTINUE TO USE SINGLE STORY SAMPLES

‣ SEND FREE SAMPLES TO OTHER PUBLICATIONS

‣ KEEP ON WITH SOCIAL MEDIA STRATEGY

‣ KEEP RELATIONSHIP AND USE TO PENETRATE GERMAN MARKET

‣ LOCATION BRANDING

‣ STICK TO A FEW SELECTED PLACES BUT BE COHERENT

‣ FOCUS ON ONE MESSAGE

NEXT STEPS

A stronger communication strategy will help REPORTAGEN...

• be more accessible

• increase brand awareness

• engage (new) customers

NEW STRATEGY

• Strong brand

• Signature colours

• Provoking headlines

PRINT ADS

CINEMA ADS

LOCATION BRANDING

GIVE AWAYS

TALKING ABOUT GIVE AWAYS...

THANK YOU