PR Mag Proposal

8/6/2019 PR Mag Proposal

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Melanie Lee Lockhart160 Princess StreetWinnipeg, MBR3B 1K9

Dear Ms. Lee Lockhart:

I present to you the proposal for the promotion of Tuck and Tape magazine. This proposalwill explain in detail the work that needs to be put forth in order to achieve the goal ofselling Tuck and Tape, and raising awareness of issues involving the Winnipegs transgendercommunity.

This proposal explains the strengths, weaknesses, threats, and opportunities that lay aheadthroughout the promotion process. Once we know these, we can break down the targetaudiences. After the target audiences are explained in detail, the desired outcomes will beexplained. Once these components are recognized, then various strategies will be put inplace. An example of a strategy well use is a meet and greet with Jinx, a local drag queenthat will be present at Tuck and Tapes booth during the RRC magazine fair. Partnershipswith local LGBTTQ organizations will also be made to ensure support for the magazine inWinnipeg. A rational will follow for you to understand the choices of the strategies that havebeen carried out for the audiences. A budget has also been supplied in order to gainperspective on the cost and time involved with the promotional process.

I am confident that this proposal will provide you with the results you were looking for. Ilook forward to discussing this opportunity with you in person. Please contact me at(204) 688-7258 to set up a meeting or if you have any questions. Thank you for your time.

Sincerely,

Laura KunzelmanPublic Relations [email protected]

Tuck and TapeKunzelman Kommunications160 Princess StreetWinnipeg, MB R3B 1K9


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Magazine Trade Fair Proposal

Laura KunzelmanPublic Relations Officer

Kunzelman Kommunications160 Princess Street

Winnipeg, MB R3B [email protected]

Submitted April 1, 2011Submitted to Melanie Lee Lockhart


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Executive Summary

Kunzelman Kommunications has created a proposal that will show how to successfullypromote the magazine Tuck and Tape . The main goal of this campaign is to create publicityaround Tuck and Tape so we can sell copies of the magazine, and to create awareness oftransgenderism.

The proposal begins with the situation analysis, which explains the strengths, weaknesses,threats, and opportunities that are present in the promotion of Tuck and Tape. This sectionis designed to show what will work and what wont work towards the success of themagazine.

The next step is to figure out the audience that would be best to target. In this proposal, theprimary audience are members of the transgender community. There are also twosecondary audiences: trans support groups, that influence the primary audience and themedia. The secondary audience is familiar with the subject matter of Tuck and Tape andhave a vested interest in transgenderism, either they work in the field or have a friend orfamily member that is transgender. The other secondary audience, local and social media, isable to reach a large number of Winnipeggers. Local media plays a part in influencing thecity on local news, and social media sites like Twitter and Facebook are a good place toreceive and share news.

Once the target audiences have been established, desired outcomes for these groups arecreated; the desired outcomes for the various target audiences will vary since they gavedifferent interactions involving the transgender community. We have come up withmeasurable outcomes for each audience so we can evaluate how successful we were atreaching out audiences.

A rationale has been created to explain our reasoning behind strategies; it shows the stepswe plan to take when producing successful strategies. A preliminary budget is supplied toshow the cost and time that is needed to make a promotion successful. The budget is brokendown into item, hours it will take to complete the task, and the cost in dollar amounts.Everything that is needed in preparation of the magazine fair and launch are included.

An evaluation is then done for the target audiences to show how all outcomes will bemeasured to ensure success.

The final portion of the proposal is the appendix, which shows a news release that is to besent out to the media prior to the magazine fair. The news release will be used to target the

local media in order to bring attention to Tuck and Tape.

Each section in this proposal is needed to ensure a successful promotional campaign forTuck and Tape and for us to understand what the intended promotion entails.


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Table of Contents

1. Table of Contents . . . . . . . . . . . . . . . . .

2. Purpose Statement . . . . . . . . . . . . . . . . .

3. Situation Analysis . . . . . . . . . . . . . . . . .

4. Target Publics / Analysis / Desired Outcomes . . . . . . . . . .

5. PR Strategy . . . . . . . . . . . . . . . . .

6. Rationale . . . . . . . . . . . . . . . . .

7. Preliminary Budget . . . . . . . . . . . . . . . . .

8. Evaluation . . . . . . . . . . . . . . . . .

9. Appendix . . . . . . . . . . . . . . . . .

News Release . . . . . . . . . . . . . . .Page 21


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Purpose Statement

To create a strategic marketing plan in order to sell the magazine, Tuck and Tape , to thegeneral public, specifically targeting Winnipegs transgendered community, and createawareness of issues concerning the transgender community.


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Situation Analysis

The situation analysis part of my strategic public relations plan will examine theenvironment in which the planned communication is to take place. The situation analysisbelow looks at the internal strengths and weaknesses and the external opportunities andthreats in the external environment present when launching Tuck and Tape . In thesesections, the situation analysis will be used to envision Tuck and Tape in its futuremarketplace.

What are the strengths of our magazine?

There is no magazine in Winnipeg that caters to the transgendered community.There is Outwords magazine, but they put a strong focus on gay and lesbian, and notso much transgender.

The editorial board of Tuck and Tape all has friends in the LGBTTQ community. Thiswill be helpful in deciding content.

Topic wise, Tuck and Tape is sustainable. There are resources available to my groupthat many possible article ideas can stem from.

The target demographic for Tuck and Tape, 18-25, has disposable income. The topic ofTuck and Tape , the transgendered community, has momentum. The editorial board knows the market because we live in Winnipeg.

What are the weaknesses of our magazine?

The editorial board members are straight with no first-hand knowledge of beingtransgendered.

An online version of Tuck and Tape wont be available. We have limited staff due to the fact that there are only four of us in the group. Because Tuck and Tape wont come out monthly, it wont be up-to-the-minute

information. Our group has never put on a launch event, so there is a definite lack of experience. Since we will be paying for the magazine out-of-pocket, we have a limited budget. All group members are new to developing a magazine, so we are going to have to

learn as we go.

What opportunities exist?

There is no magazine in Winnipeg that caters to the transgendered community.There is Outwords magazine, but they put a strong focus on gay and lesbian, and notso much transgender.


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New, related businesses are opening in Winnipeg and events are being held. Thismay mean that the interest for a magazine such as ours is growing.

We believe that the transgendered community is a niche audience and targeting amagazine like this towards them is an opportunity for success.

The demographic we are targeting is one with disposable income. Characteristics of the target market can help with our magazine. There are

opportunities that can help us, like the gay pride parade. There are groups that exist in Winnipeg that could help with the distribution of Tuck

and Tape . Groups such as the LGBTTQ community and gay support groups. The opportunity exists to utilize social media to promote Tuck and Tape . We could

potentially make use of blogs, Twitter, and Facebook to get our message out. As the only magazine targeted to the transgendered community, Tuck and Tape can

raise awareness and shed light on the fact that being transgendered may not besocially acceptable. We would like to raise awareness so it becomes discussed moreand not something that gets pushed to the side because it is seen as a taboo subject.

What are the threats?

Opposing interest groups such as religious organizations may be opposed to havinga transgendered magazine in their community. This could lead to negative press, orthe magazine being unsuccessful. On the other hand, this could end up being apositive thing if the press generated raises awareness of Tuck and Tape.

The topic of transgenderism can be a sensitive topic, and we have to be respectful inour approach, research, and writing style.

If Tuck and Tape doesnt catch on for whatever reason and fizzles, failure is adefinite threat to our magazine.

Competition such as Twitter, Facebook, newspapers, other magazines, television,and radio are all competition and pose the threat of scooping up readers.

At the magazine fair in March, there will be direct competition from the otherkiosks, and there is a risk that Tuck and Tape could be overlooked by attendees.

Weather could play a role in how many people come to the magazine fair, directlyaffecting the turnout.


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Target Audience and Analysis

Primary Audience: the transgender community

The primary audience for Tuck and Tape would be the transgender community in Winnipegbetween the ages of 18 and 30. This group will enjoy an alternative magazine such as oursbecause it is directly related to their way of life. This particular audience is active (aware,concerned, ready to roll). Below is a list of characteristics that define these particularindividuals:

18-30 years old Transgendered individuals and active in the LGBTTQ community Have disposable income Enjoying reading stories about other transgendered individuals and are interested

in sharing some of their stories Educated

This audience will be reached in various ways, including getting to them where they hangout and through the media they consume. Places that members of the transgenderedcommunity might be found are organizations such as the Rainbow Resource Centre, Gios,and LGBTTQ clubs throughout Winnipeg. Online, our target audience would frequent socialmedia websites such as Facebook and Twitter, they would also be likely to browse blogsand forums.

We can reach this audience through the media. Media that this audience might consume arenewspapers, magazine, bulletin boards, newsletters, meetings, the internet, and the radio.Members of this audience might consume media from television and radio stations likeCitytv, CTV, Global TV, KICK-FM, CJUM-FM, HOT 103, Power 97, and QX 104. As well as fromlocal papers such as the Winnipeg Free Press, Winnipeg Sun, The Uniter, and The Projector .Tuck and Tapes audience would typically attend a post-secondary institution or, as youngprofessionals, work during the day, so if our magazine wanted to target them during theday, we would do it over the Internet. In order to target the audience in the evening or atnight we would target them at home through television, radio, online, or newspapers, or atpopular hangouts for members of the LGBTTQ community such as Gios or LGBTTQ centreslike the one at The University of Winnipeg.

Secondary Audience: trans support groups

Tuck and Tape will appeal to the secondary audience, who are also aware, because itconnects them with the primary audience. The secondary audience for Tuck and Tape wouldbe trans support groups such as their friends, family members, supporters of transgendered


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individuals and the LGBTTQ community. They are not our primary audience, but they willbe likely to buyTuck and Tape . I have chosen this group as the secondary audience becausethey have influence over the primary group. I have also selected them as the secondaryaudience because they will help grow the total number of magazines sold.

The people in the secondary audience have a lot of the same characteristics of the primaryaudience. The difference is that the primary audience is transgendered and the secondaryaudience is not. The secondary audience will be larger than the primary audience so it is agood idea to target them because they have the ability to influence the primary audience.People listen to their friends, and family members and if they referred their friend or familymember to the magazine, they might take their advice. The secondary audience is veryimportant to Tuck and Tapes success because of their influence on the primary, makingthem an important part of the plan.

It is also valuable to target this group because they will create a buzz for our magazine and

will be able to generate marketing on their own. This audience can be reached on universityand college campuses, through city newspapers, and through Twitter, blogs, forums, andFacebook. These will help me to reach my audience because this audience is one that islikely to attend post secondary institutions, read newspapers, and be active in the onlineand social media community.

Additional Secondary Audience: the media

The additional secondary audience is local media who have the ability to influence both myprimary and secondary audiences. This media has the ability to reach large crowds invarious ways and relay news, whether it is positive or negative, to the public. The media isan aware (unconcerned, aware) audience.

Editors from Tuck and Tape will make use of social media when contacting the media bysending messages via Facebook and Twitter. We will also send news releases and pitchemails to media outlets such as Winnipeg newspapers and radio stations.

Desired Outcomes

The desired outcomes for the primary audience are as follows: Make Tuck and Tape known to the transgender community and for them to buy Tuck

and Tape .

o Some of the audience members may need support as they transition andTuck and Tape will allow them to read about other people in similarsituations that reside in and around the city they live in.


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o Some of the audience may need to be educated. Discovering whether youmay or may not be transgendered can be very upsetting and confusing,having a magazine that portrays transgendered individuals in a positive lightcould be helpful to individuals that are discovering more about themselvesand who they are and want to be.

o This audience will want to read a magazine such as this because they candirectly relate to the content.

o Make this audience aware is they are not already that being transgenderedisnt a bad thing and shouldnt be treated as such.

o Make it known to the transgender community that there are support groupsthat they can be a part of that will help them with transitioning, givesupport, and provide answers to major questions.

o We can measure whether or not Tuck and Tape is reaching the transgendercommunity by having a survey inside the magazine that can be sent in. Theincentive for making people wan to send in a survey would be they would be

entered to win a prize. A prize for an example is a gift basket from Love Nest.An important question to ask on the survey is whether or not they identifyas trandgender, that way we know if our readership includes members ofthe transgender community.

Making Tuck and Tape known to the transgender community can be done by posterplacement, through news releases and pitch letters to the media, through socialmedia, and by partnering with an organization that is known for their support of thetransgendered community. How this will be done will be outlined in PR Strategy(communication and action) section of this proposal. On the same survey asmentioned above, a question would be where they heard about Tuck and Tape . Thisway we know whether or not the posters were effective.

Knowledge. We want people to know that our magazine exists and that it containsinformation about transgender lifestyles. We would also like to measure the successby getting feedback from 50 people that have read the magazine. This could be doneby inserting a survey into the pages of the magazine and respondents can send backtheir opinions and questions after filling in the survey. With these results, ourmagazine can be held accountable for doing what we set out to do.

Once these individuals read the magazine, ensure that they continue to read it. Tomeasure Tuck and Tapes success, we can conduct a survey to the readers ofTuckand Tape asking them how they heard about Tuck and Tape, whether or not theyrecommended it to anyone, if it was helpful, how many issues they read, if theypassed along the magazine to anyone, and if they will purchase future editions of themagazine.

The desired outcomes for the secondary audience are as follows:


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Make sure that the secondary audience is relaying positive information to theprimary audience about our magazine.

o The information that the secondary audience tells the primary audienceneeds to be helpful and positive so the primary audience feels compelled toread the magazine.

Making sure that they are serious about sharing the magazine with the primaryaudience and explaining the importance of a magazine such as ours, as it is the onlymagazine of its kind.

These will be harder to measure but our secondary audience will have only goodintentions when it comes to their friends and family members in the primaryaudience. They have no reason to relay negative information regarding Tuck andTape. But we could conduct a survey through the magazine, or on our blog, Twitter,and Facebook sites. This survey would be directly targeted to the secondaryaudience asking if they have recommended the magazine to a member of thetransgendered community.

The desired outcomes for the additional secondary audience are as follows: I need this group of people to be aware ofTuck and Tape and have Winnipeg media

write and talk about our magazine to create buzz. Using this audience, our editors want our magazine to be shown in the Winnipeg Sun

and the Winnipeg Free Press three times each and announced on various radiostations five time a day leading up to the launch period. This is what we are workingtowards, but we realize it may not necessarily be always plausible.


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PR strategy (Action Communication)

Based on the situation analysis and desired outcomes of Tuck and Tape , the following is alist of proposed activities, events, and strategies that are designed to promote Tuck andTape . Each section includes an action and communication component.

News Releases and Pitch Letters to the Media

Pitch letters will be sent to the local media to alert them that Tuck and Tape will becoming out and is Winnipegs only magazine directed to the transgenderedcommunity. These pitch letters will be sent to television and radio stations likeCitytv, CTV, Global TV, KICK-FM, CJUM-FM, HOT 103, Power 97, and QX 104. As well

as newspapers local papers: Winnipeg Free Press, Winnipeg Sun, The Uniter, theManitoban, and The Projector . The pitch letters will invite reporters to our magazinefair and ask them to write or announce the fair and create buzz relating to ourmagazine. The pitch letters will concentrate on the niche market our magazinetargets with quotes from the creators of Tuck and Tape that will be used in the newsreleases and pitch letters.

The pitch letters need to encourage the reader to check out Tuck and TapesFacebook page and see what they are about.

The news releases will be sent out to the media outlets and the pitch letters will beaddressed to individual journalists and radio personalities. An example of each

being Lindor Reynolds and Ace Burpee. Both the news releases and the pitch letterswill provide specific details on Tuck and Tape. Knowing their work I feel they wouldbe appropriate media persons to contact to run the story of the magazine launch.The angle of my pitch would be that an edgy new magazine is being launched andall of Winnipeg should know about it because it is targeted towards a specific nicheaudience. Leading up to the magazine fair, we want to be mentioned five times a dayon any given radio station, on at least five televised newscasts or webcasts in total,and to be written about in at least three newspapers by the magazine fair datewhich is March 31, 2011.

Poster Placement

The posters that we will be putting up will be put on bulletin boards in high trafficareas such as post-secondary institutions. These high traffic areas could includeinformation boards, in libraries, and near cafeterias. These posters will also beposted on poles and certain places in the Exchange District and in Osborne Village. Agood place to hang these posters are at the places that our primary and secondary


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audience may hang out, like the Rainbow Resource Centre, Gios, Club 200, andLGBTTQ clubs around Winnipeg.

The posters will advertise the magazine fair and mention the upcoming launch dateof Tuck and Tape , which will be between May 28 and June 5, 2011.

The posters will have to be attractive looking so they will not be overlooked. There

is a chance that they might be overlooked because, often, bulletin boards are loadedwith a lot of information.

Throughout the month of March, we will hand out small postcard-sizeadvertisements for Tuck and Tape as a guerrilla campaign , advertising the magazinefair at pubs, LGBTTQ support centre, post secondary institutions, restaurants, andcoffee shops. This will plant the idea of the magazine into the heads of Winnipeggersand the card will serve as in invitation to the magazine launch and will have on it theTwitter address and the Facebook page of our magazine. The Twitter and Facebookaccounts have yet to be set up.

The creators of Tuck and Tape will also be printing flyers that will be distributed in

LGBTTQ organizations like the Rainbow Resource Centre, as well as in coffee shopsand pubs in Winnipegs Exchange District and Osborne Village. We want to send outand post 500 flyers and posters by the magazine fair date.

Social Media [Twitter, Facebook, website]

Tuck and Tapes editors will create and manage a Twitter, Facebook, and Blogger accountthat will be updated frequently. Creating these pages will get the ball rolling in creating buzzfor Tuck and Tape and getting the word out.

Twitter

Create a Twitter account as @TuckAndTapeMag. Follow known people and organizations that are affiliated in some way with the

LGBTTQ community. Tweet at local celebrities to catch their attention in hopes of having them retweet

our tweet, tell people about Tuck and Tape, or attend whatever event we arecurrently promoting.

Mention our Facebook page as well as our website in our tweets and in our bio. The Twitter account will be updated with the status of the magazine, the articles

being written, and links to Winnipeg organizations, blogs that cater to thetransgender community, and other content of interest.

Facebook

Create a Facebook page for Tuck and Tape and encourage members and groups inthe LGBTTQ community to join.


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The Facebook account will be used for the status updates and posting pictures anddownloadable content.

Upload photos of Tuck and Tape editorial members and photos of each issue of themagazine and various photo shoots for the magazine.

The Facebook page will be updated no less than five times per week and both

accounts will be set up one month before the magazine fair. Use Facebooks wall feature as a platform for community building around Tuck and

Tape. Research is being conducted by us to determine which businesses, people, and

organizations we want to be friends with and like. Invitations will be sent to peopleand groups that we are friends with to be friends with Tuck and Tape.

By March 31, 2011 we want to have 100 followers on Twitter and 100 likes on ourFacebook page.

Mention our Twitter page as well as our website in our page information.

Website

Create a website for Tuck and Tape . On the website, provide in depth detail as to whatTuck and Tape is all about, what

they want from the community, and why a magazine for the transgenderedcommunity was created.

Offer video and photo content. Include bios of Tuck and Tapes editorial board members. Provide links to Tuck and Tapes Twitter and Facebook pages. Have a space to allow readers to voice opinions, tell their stories, give feedback on

the site and magazine, and to contact Tuck and Tape editors.

Partnerships

We will create a partnership with an LGBTTQ organization for promotion and sothey will carry our magazine and create publicity for Tuck and Tape .

o The Rainbow Resource Centre in Winnipeg would be a great organization topartner with because it is the home base for Winnipegs LGBTTQcommunity. Tuck and Tape would want to partner with the RainbowResource Centre because we want access to their audience, the

transgendered community, which is our primary audience.o A pitch email or letter would be sent to the Rainbow Resource Centre

discussing a possible partnership and a partnership package sent.o The partnership package could include a free page advertisement in Tuck

and Tapes inaugural issue and two page ads in the next two issues withpermission to place our magazine in their establishment.

o Another place that might appeal to Tuck and Tapes primary and secondaryaudiences is Gios. To get them on board with the magazine, we would go


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through the same process outlined for the Rainbow Resource Centre. Thepartnership search will be ongoing leading up to the launch event.

Magazine Fair and Launch at Red River College

The magazine fair will be held on March 31, 2011, a few months before the officiallaunch date of Tuck and Tape during the Pride Winnipeg Festival. The PrideWinnipeg Festival runs from May 28 June 5, 2011. The magazine fair will be opento the public, and will take place in RRCs Roblin Centre Atrium.

The magazine fair will be Tuck and Tape first public appearance even though theactually launch event isnt until a couple months after. The booth at the magazinefair will feature the following:

o A poster and banner featuring Tuck and Tapes logo.o Information material about Tuck and Tape like a factsheet and brochure.o A free makeup booth where fair-goers can get your make up done by a drag

queen. The drag queen is Jynx, who is featured inTuck and Tape.o To grab attention of fair goers, there will be a gift basket that will be raffled

off. The gift basket could include various goodies from local sex shop,Discreet Boutique.

o Complimentary condoms will be available on the booth table.o Refreshments will be available, probably a cake.

Magazine Launch

Since Tuck and Tape is targeted towards the transgendered community, magazine editorsfeel that a launch during Gay Pride week would be appropriate, which is May 28 - June 5 thisyear.

Launching the magazine during this time is a good idea because it is a time of yearwhere Winnipegs LGBTTQ community gather to celebrate gay pride. It would be agood idea for Tuck and Tape to have a float in the annual parade.

During Gay Pride, complimentary copies of Tuck and Tape will be given out whilesupplies last.

At the beginning of the week, a launch party will be held at a Winnipeg bar that theLGBTTQ frequent, such as Club 200, Gios, or Fame Nightclub.

There will be performances and refreshments at the launch event.

After the launch, Tuck and Tape will still be present throughout the week by settingup a booth where information will be available for free and the magazine will besold.

Tuck and Tape will encourage communication in way of filling out comment cards,surveys, leaving comments on the Facebook page


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Rationale

The strategies used with the primary audience , members of the transgenderedcommunity, target these individuals through social media, and in the places where theyhang out like at school and LGBTTQ organizations throughout Winnipeg. The primaryaudience is likely to frequent these places, and in targeting them in these places, thestrategies will work because the audience is guaranteed to encounter posters, ads, andwrite ups about Tuck and Tape at some point throughout our advertising campaign leadingup to the magazine fair and launch. Setting up posters is a great way to advertise forTuckand Tap e because it is relatively inexpensive compared to other advertising techniques likehaving a commercial on television. Also, if we set up the posters in areas our primaryaudience frequents, they are bound to start having the idea of Tuck and Tape engrained intheir minds, especially if we put these posters up in high traffic areas like school bulletinboards or cafeterias.

The transgendered community has many interests, and will be interested in reading abouthuman rights, equality, and issues that relate directly to the transgendered community.Magazines are a way to relax and get informed about what is going on around them, andpeople choose a magazine that interests us. A magazine about and for transgenderedindividuals will be something that is of interest to a transgendered person.

Members of our target audience are educated and like to be informed and learn new things;they read magazines and frequent social network sites. By strategizing to have articles

written about Tuck and Tape in Winnipeg newspapers, our primary audience is bound tosee something of the magazine fair and launch. And by having them written in city widenewspapers like the Winnipeg Free Press , and smaller school papers like The Projector , itcovers all the paper bases.

Since the primary audience is very knowledgeable with social media, such as Facebook andTwitter, sending invitations to the fair and launch over these sites would be beneficial to usin terms of getting an active audience and for the audience to receive the message. This alsogives us a two-way medium which helps build community.

By partnering with the Rainbow Resource Centre, awareness of Tuck and Tape is generated,and it allows awareness to be brought to the issues involving transgendered individuals inWinnipeg. These issues can be as serious as getting bullied because you are transgenderedor and fun as how to find the right dress for your male body.

The secondary audience, trans support groups, is close with the primary audience. Whatwe need to do is get the idea ofTuck and Tape planted into their minds so they will spreadthe word and tell their transgendered friends and family members about Tuck and Tape .


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Like for the primary audience, setting up posters where they hang out is an excellent way toget noticed and get the word out about Tuck and Tape . These posters will serve as areminder that they have to tell their friends and family in the transgendered communityabout the new Winnipeg-based magazine that is coming out.

The additional secondary audience , the media, have an important role to play in reachingour audiences who may have not been reached in other ways. The media have the ability toreach large audiences and attract the attention of many people. The people in the primaryand secondary audience may not have seen the posters and other advertisements aboutTuck and Tape but through the media, they will become aware through online news sources,newspapers, or on blogs.


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Preliminary Budget

Item or Task Hours Cost

Design and printing of visualsPaper posters (count 100) 8 x 11Banner (count 1) 2 x 10Postcards (count 800) 4 x 6

20 $120.00

$175.00$600.00

Magazine FairCondomsCakeBrochures (count 100)Booth rental

Personelle to man booth

30$30.00$30.00$120.00supplied*no cost*

* The booth will be supplied because the fair is an annual event and the booth is always free. There is no cost for someone tosit the booth as one of the magazine editors will be present at all times.* The location will be free because the fair is an annual event and is always free.

*We will have the gift basket donated by Discreet Boutique because they will get advertisement at our magazine fair andlaunch.*The make up artist we found (Jynx) has agreed to put the makeup on people for free.*There will be no cost associated with the social media aspect of promoting the magazine becasue the magazine editors will bethe ones maintaining the sites.

Magazine Launch

Designing & building

$300.00no cost*no cost*

75

Party at FameGiveawaysEntertainment

12 $200.00$500.00

MakeupHiring makeup artist

8 $30.00no cost*

2 donated*

Location (RRC Atrium)

EvaluationSurvey sheets (count 100)

10

2 no cost*

$50.00

Create news release and pitch letters andsending them

20 no cost*

Putting up posters 5 no cost*

Social MediaTwitterFacebook Website management

100100100

no cost*

484Totals $2155.00


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Evaluation

The evaluation of the proposed strategies ensures delivered success. We have ensured thatpeople will attend the magazine fair and eventually the launch, by advertising in high trafficareas our audiences frequent, by having stories written about Tuck and Tape in newspapers,and from buzz.

On the most basic level, I can measure audience awareness and media placements. I can dothis by tabulating how many news releases, brochures, posters, postcards, newsletters, etc.go out during Tuck and Tapes promotion period leading up to the magazine fair.Measurement of production will give us an idea of our productivity and output of Tuck andTape.

Once people start reading Tuck and Tape , it is crucial they continue to read it. A survey willbe given to everyone that receives a copy ofTuck and Tape . The important question thatneeds to be asked is, Will you buy a copy ofTuck and Tape in the future?

To measure audience awareness we have to find out how they heard of Tuck and Tape in thefirst place. We will measure audience awareness through survey research to determinewhether or not the audience remembers the message. With this we can also measure theattitudes of the audience and their action. Exposure of our message can be measured bycompiling media placements in print, broadcast, and Internet media.

After the event we will measure the success of the event by encouraging attendeesto fill out a survey. When they come to our booth, they will get a complimentarycopy of Tuck and Tape , and before they get the copy, we take their emails. We willuse those emails to send out an electronic survey asking what they liked about Tuckand Tape, and what they didnt like.

With all the promotion Tuck and Tape will be doing, we would like at least 10transgendered individuals to come to our booth at the magazine fair. Having thismany people come to the fair will help us measure the success ofTuck and Tape byletting us know that the word about our magazine got out and depending on how

many non-transgendered people attend, we can start to measure growingawareness. We want people to know that our magazine exists and that it containsinformation about transgender lifestyles. To measure success, we will get feedbackfrom 50 people that have read the magazine. This could be done by inserting asurvey into the pages of the magazine and respondents can send back their opinionsand questions after filling in the survey. With these results, our magazine can beheld accountable for doing what we set out to do.


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Tuck and Tape will measure the success of the use of social media and website. Thisis measured in different ways. On the blog we can see how many hits we havegotten, on Facebook how many likes, and for Twitter how many retweets. For all ofthese what can be measured the same are comments left and the number of

followers. These will help us see how are readership base is and what they thinkabout Tuck and Tape.

Buzz regarding the parade float. This will be measured by how times it has beenmentioned on Facebook or liked and for Twitter how many times a particularhashtag has been used. Example: #tuckandtapefloat.

o Survey questions could include, How did you hear about Tuck and Tape ?; Have you recommended Tuck and Tape to anyone?; Did you findTuck and Tape to be helpful in any way?; What was helpful, what wasnt?; Do you identify as transgender?; Will you read Tuck and Tape again?

Evaluate feedback from the Rainbow Resource Centre regarding the partnership.We want to know how they feel about the partnership and if they feel they aregetting anything out of it. We can find out whether the Rainbow Resource Centre hasseen an increase in transgender clientele and if they have seen an increase of

interest on the subject. After the launch Tuck and Tape can also measure how thepartnership is working for them but looking at the profit margin.


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NEWS RELEASE

WINNIPEGS FIRST TRANSGENDER MAGAZINE BEING LAUNCHED

WINNIPEG, March 1, 2011 An edgy new magazine is being launched in March with a dragqueen featured on the cover. Four students at Red River College of Applied Arts, Science andTechnology (RRC) have created Tuck and Tape, a magazine for the colleges annual

magazine fair, which is scheduled for March 31, 2011.

Judy Braun, one of the creators ofTuck and Tape says We came up with the idea whilethinking of niche market that needs to be filled in Winnipeg. There is Outwords magazine forthe LGBTTQ community, but it doesnt have a strong transgender focus.

Tuck and Tape will bring attention to issues surrounding the transgender community andprovide them with an outlet to express themselves and read about other people in thecommunity. Since Tuck and Tape is targeted towards the transgender community, Tuck andTape will be launched during Gay Pride week, May 28 - June 5, 2011.

Creative Communications students Chuka Ejeckam, Daniella Ponticelli, Judy Braun, andLaura Kunzelman created the magazine as a school project but are considering launching itto the public on a trial basis to see how the transgender community take to the idea. Wefeel that sometimes the T gets lost in LGBTTQ, and we want to bring awareness to thetransgender community, says Ponticelli.

About Tuck and TapeTuck and Tape is Winnipegs first magazine that is targeted towards Winnipegstransgendered community and is based out of Red River Colleges newsroom. Launched in 2011, Tuck and Tape offers tips and stories about transgender lifestyle. For more informationabout the magazine, visit our website at www.tuckandtapemagazine.ca.

-30-For more information, please contact:Laura KunzelmanPublic Relations Officer(204) 688-7258

Tuck and TapeKunzelman Kommunications160 Princess StreetWinnipeg, MB R3B 1K9


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