Running Like Clockwork

Analysis and Promotional Plan for The Clock

Kendall Jennings
12/9/2020
 Content
I. Establishing WHO The Clock is 

I.Background of the e-zine

II. Current Readers
II. Understanding WHAT The Clock Faces 

I. Competition 

II.Culture
III. Exploring WHERE The Clock Should Go 

I. Position in the market

II. Recommendation 

III.Goals
IV. HOW The Clock Can Achieve These Goals

I. Identifying the population segment

II. Channels to reach the population 

III. Tactics to use within those channels
V. The Future of The Clock

 Who is The Clock?
To its readers The Clock is more
✎ Founded in 2019
 than a source of information - it’s
a friend that helps navigate being
✎ A monthly e-zine that a woman in the 21st century.
informs and empowers
women


✎ Newsletters contain hard

facts, emotional
perspectives, and
aesthetically pleasing
artwork/photography


✎ Weekly Instagram posts

cover issues impacting
women.

 The Clock’s Values
The Clock’s mission is to create a community that helps women feel
validated and not alone in their experiences; this mission shines through
in the e-zine’s values.

• Truth • Conversation • Relationships

• Representation
• Womanhood
• Knowledge
• Understanding
• Motherhood
• Sexuality
• Education • Identity
• Diversity • Careers
• Information • Independence
• Curiosity • Opportunity
• Science • Growth
• Context • Evidence
 Current Readers
Curious women looking to:
• Expand their knowledge
• Learn different perspectives
• Be part of something bigger.
• Connect the dots and form their
own opinions

The Clock’s readers are:

• Empathetic
• Intelligent
• Unsatisfied with simple
answers to complex issues

They cherish what it means to be a woman, listening to

women, and empowering women.
Follower Sample
Overview of the Competition:
Online Feminist
Publications
Goals of These
Examples: Publications:

- Ramona Magazine
 To support,
- Womanly Magazine
 inform, and
- The Sugar Magazine inspire women.

What They Offer: Common Themes: 


Heavy information, - Brightly colored/aesthetically
with lighthearted pleasing images

escapes - utilizing
- Memes covering social issues

playlists, horoscopes,
comics, and letter-to- - Representation of all women

the editor advice - Conversations about sexual
columns. health, activism, and feminism.
 The Current Culture
2020 Digital Age: Woke & Informed
• Brands are taking a stand, and attempting to
bring awareness to crucial events/ issues; in the
form of infographics

• Infographics are aesthetically pleasing images

that explain an issue in a very broad way,
typically with empty or unsourced statistics
• They have become popular in light of the racial
injustices taking place in America, the COVID-19
pandemic, and other global events

• Awareness is important, but false data and

empty facts about complex issues creates
more harm than good
Where Does The Clock Fit?
r u th 

T WON’T:
+
 - Clog yo 

l a t i n g 
 ur inbox

Stimu /
 - Dumb d
Ideas s 
 own 

r s a t i on importan
Con v e t issues

+
 - Give m
eaningles
u n i t y statistics
 s 

Comm

The Clock
Cuts Through FO
 R: n 

w o m e
the Fluff Working rs

No paywalls Mothe ts
s tu d e n
Not trying
 to sell product College eople

No prestigious
 u ri o us p
C r s
language L e a r n e
The Clock’s Position Differentiation is not the
issue at hand - The Clock
has already carved out a
piece of the market for
themselves
Facts
Next Steps:
1. Get more eyes

Non
 Dialogue on The Clock

Polarizing
2. Grow # of
passionate readers

Understanding 

3. Expand the
community
The Objective
Obtain a 50% increase
in The Clock’s Instagram
followers and 100% in
their email subscribers
by May 2021.
Let’s do it!
How We Can Achieve This Objective…
Define a Media Target
With this
through segmentation communicati
ons plan,
new readers are
a click
Choose Best Channels to away from disco
vering
Reach Said Target The Clock, eng
aging with
The Clock, and
m os t
importantly, join
Plan Strategic Tactics ing The
Clock communi
to Utilize Within ty. 

Each Channel
 Who We Should Focus On

Generationally:
Millennials
 + Psychographic:
Feminism
(Born between 1981 to 1997) Feminism is the belief

 in the
 political,

 social, and economic
 equity of the sexes. 

Millennials are beginning to step into their
professional lives or have already become Values of feminism: 

accustomed to their professions.
 1.Defining, establishing and achieving political,
The earlier millennials are also beginning to social, and economic equality between the sexes.

start their own families. 2. Establishing concrete sisterhood. 

3. Providing people the courage to stand up for
what they believe.
 Why the Feminist Millennial?
The Clock gives insight on issues
that Millennials can relate to. 

EX: health, finances, career
advice, and parenting.

“Millennials appreciate brands that “29% Of all women identify as

can empathize with their struggles
and offer solutions for young
families.” (Mintel, 2020)
feminists.”
This number may seem low, but
many women hold feminist values,
without realizing they’re feminist!

(Mintel, 2020)
How Can We Reach Them?
Next Step: Reaching the Target Audience 

We want to utilize media channels that are
within the Clock’s budget, and have been proven
effective in reaching the chosen media target. 


The Clock should focus on three different

channels: Social Media, Digital, and Audio.
 Channels to Utilize
Social Media: Audio: Digital:
• The Clock should spend • The Clock should invest • The Clock should invest
60% of their budget on 20% of their budget in the other 20% of their
social media advertising. 
 audio streaming services. budget into digital
advertising
• “Life advice, DIY and • 63% of millennials engage
financial services accounts with audio streaming services • Digital ad spending has
are all significantly more daily. (Mintel, 2020)
 become a necessity for
likely to be followed by brands in the 21st century
people aged 25-44.” 
 • The Clock will be able to
(Mintel, 2020)
 target and define millennials • The audio and social
that align with their brand by media channels create
• One of the Clock’s primary picking the right podcasts/ demand, the digital
goals = Increase Instagram playlists.
 advertising will capture that
following by 50%. demand.



 Why These Channels?
Social Media: Audio: Digital:
• Roughly 86% of • Roughly 63% of • Roughly 65% of millennials
millennials are on millennials engage with felt that advertisements are
social media, making audio streaming a necessary part of the
the channel ideal for services daily, with 28% Internet, with 35% being
reaching the listening to podcasts able to recall 3-4 types of
demographic.
 specifically.
 digital ads they saw in a
. week.

• The recall rate and • This would be a
awareness driving valuable channel for • Digital advertising can be
factor of social media the Clock to utilize, as really effective at targeting a
are positive - 53% of the target audience can specific audience.

millennials are able to be segmented based on
recall an ad they saw genre, or podcast topic.
 • This channel is extremely
on social media.
 measurable and fits within
• This channel has a low the Clock’s budget.
• This channel fits in CPM, potential for
The Clock’s budget high reach, and has a
and is extremely low out-of-pocket cost.
measurable.
Effectively Utilizing These Channels: Tactics
Final Step: Really Reaching the
Target Audience

 

This tactical plan will use a combination of
awareness driving and action driving tactics,
to help guide The Clock in their advertising
efforts across social media, digital media, and
audio media channels.

Digital
Social Audio
 • I believe that The Clock should focus their social
Tactic 1: efforts on the millennial favorite: Instagram.
• One tactic would be an Instagram carousel ad, that
Social Media captures what The Clock is all about, with each
image highlighting a different topic.
 Tactic 2: Social Media
• The second social tactic would be an Instagram
story ad that encourages viewers to swipe up and
join The Clock’s newsletter.


• The linked story ad is both an awareness and

action driving tactic.

Rationale for Social Media Tactics

• The social media tactics create paid content
for The Clock, while also driving both
awareness and action.
• These ads encourage an Instagram user to
see what The Clock is about, and prompts
them to click a link to learn more The
Clock can use the carousel to creatively tell
the story of themselves, while the linked
Instagram story drives awareness to the
newsletter.
 Tactic 3: Digital
• This digital tactic would be utilizing Google’s Keyword
plan and creating Google ads.


• Bidding on keywords allows the e-zine to target users,

while also boosting The Clock’s links above the organic
results. 


• A few keywords that have low competition include: “e-

zine, professional women, working mothers, and
womanhood.” 


Rationale for Digital Tactic

• This digital tactic would create paid content for The
Clock, and holds few barriers, due to e-zine existing in
a digital environment. 


• Google keywords can be a cost efficient way for brands

to elevate themselves in the search results. 


• Using the right keywords can get The Clock in front of

the right users, driving awareness and action.
 Tactic 4: Audio
• The audio tactic would be a15-second Spotify
ad that plays during a playlist or podcast that
is popular among millennial women


• The ad would be talking directly to the

listeners, listing the topics The Clock covers
and then highlighting the perks of the
newsletter: It will keep your inbox clutter-free
& you informed. Win-Win!

Rationale for Audio Tactic

• This audio tactic would help drive awareness
for The Clock and prompts action. 


• A Spotify ad would create paid content for

The Clock, and it has the potential to reach a
wide audience.


• Millennials listen to podcasts more than any

other generation, with 43% being weekly
listeners according to Statista.
 ! The Future of The Clock

The Clock has all the fundamental pieces in place - a strong

positioning statement, brand identity, and a blooming
community. With the media channels and tactics that I’ve
devised, The Clock will be seen by their target consumer –
all while staying within their budget.

I truly do believe The Clock has the potential to be

something big; it has all the qualities and necessary
components of what differentiates a great brand from a
good brand. With this communications plan, I will ensure
that the advertising does the same. 

Thank You So Much!
 Sources Used
!

https://ads.google.com/home/tools/keyword-planner/

https://www.edisonresearch.com/shelistens-insights-on-women-podcast-listeners/
#:~:text=29%25%20of%20Women%20have%20listened,Men%20and%2046%25%20are%20Women.
https://www.hercampus.com/school/uwindsor/core-values-feminism
https://blog.hootsuite.com/social-media-statistics-for-social-media-managers/
https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/
https://reports-mintel-com.colorado.idm.oclc.org/display/987000/?
fromSearch=%3Ffreetext%3Dmillennials#
https://reports-mintel-com.colorado.idm.oclc.org/display/874281/?
fromSearch=%3Ffreetext%3Dfeminism
https://reports-mintel-com.colorado.idm.oclc.org/display/1037481/?
fromSearch=%3Ffreetext%3D2020%2520mintel%2520ad
https://reports-mintel-com.colorado.idm.oclc.org/display/987190/?
fromSearch=%3Ffreetext%3D2020%2520mintel%2520ad