Wei Zheng Public Relations

Shape Magazine

Established in 1981- monthly health magazine servicing females Help women explore and build inner/outer beauty Subscription (online/offline); Paper and electronic editions

Target audiences

students working women weight problem

SWOT and GoalsGOALS increase the traffics to Shape website and expand the exposure to

the mobile devices increase the amount of subscriptions by 10% after 3 months

SWOT Strengths Treats high reputation multimedia platforms social media channels high quality of contents stable and loyal customers

lots of free contents online intensive rivalry from similar magazines like Fitness, Self, etc. Increased fees incurred with an online presence

Weaknesses Opportunities price is not competitive online contents may decrease subscription rate

women’s concerns of health and beauty internet marketing

Internet Marketing

Website Improvement1) Magazine preview online – motivate an buying action2) SEO (“description” and “key words”) - help increase the

presence in the search engines and drive more website visitors

3) Build more links--- --benefit our customers

Colum Building build a column on a national digital newspaper or some comprehensive

clothing websites----popularity

Internet Marketing (cont’)Google Adwords Campaign-- help Shape reach both existing and potential customers, leading to possible more sales than before

Social MediaSocial media—a social buzz

Shape Corporate Blog Blogger: a male senior manager Theme: “beauty” from male’s perspective Participation: best 5 blogs from public every month

Social Media (Cont’)Pinterest campaign Who Change Best Regardless of age, any participant who

has already experienced a successful body change or begins to start a healthy life to gain a charming figure is encouraged to post the best “WOW” picture that illustrating the change. Final 10 winners will be rewarded with Shape’s secret gifts

personally designed

Mobile Strategy iPad Version with Subscription collaborate with MapMyFITNESS to help people uses mobile applications to do exercise on customized workouts

Mobile Strategy (Cont’)Develop New iPhone app --Make U Choice 1. Teach you how to wear: input the demographic information (age, height, color, length of hair, etc.); the occasions you will attend; when it will happen; The app will bring you clothing choices

2. Teach you how to eat: input the activities you involved in the last 2 hours (swimming, jogging, watching movies, etc.); what the time is exactly; The app will tell you the food combo

Evaluation and BudgetEvaluation (measurable data)

Budget ($80,000 in 2012)