DRAWCARD

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Ligia Braidotti
3 Donald Street
Winnipeg, MB R3L 2P6
March 19, 2015
Kenton Larsen
Public Relations Instructor
160 Princess Street
Winnipeg, MB R3B 1K9
Dear Kenton Larsen,
Please find attached my PR proposal and launch strategy for the Magazine Trade Fair on April 2, 2015.
This proposal shows each step Drawcard team will take to have successful results at the event. We have
analyzed our primary and secondary targets and come up with action and communication strategies
to achieve our desired outcomes.
This document includes some suggestions on how we will market our booth and the Magazine Trade
Fair to bring more people to the event.
We kindly ask you to consider our suggestions. Ill talk to you again next week to discuss it. If you have
any further questions, please email me at ligiabraidotti@gmail.com or call me at 204-298-3794.
Sincerely,

Ligia Braidotti
Ecl: Magazine Proposal

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DRAWCARD
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To: Kenton Larsen

From: Ligia Braidotti
March 19, 2015

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EXECUTIVE SUMMARY
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We based our launch concept on the fact that these people like collecting print cards. Our purpose is
to make our magazine become another collectible product for them. That is our opportunity to make
TCG print magazines popular again.
When we started conducting research, we realized that there is a significant part of the TCG audience
who plays trading card games because their main hobby is to collect cards. They value the physical,
printed product.
At the Magazine Trade Fair, we want to show why our product is relevant to them. It will be the first
time our audience will have contact with Drawcard, and for some, with a TCG print magazine.
This project targets Red River College students from NDC and EDC campuses. We will have small
games sessions to interact with our audiences at the event. Our goal is to make our launch fun and to
engage.
We will have our team members dressed as one Magic: The Gathering character. We will give away
cards, and we will draw names of people that will win gift cards from Play N Trade, and engaging with
our public before the event.
Our goal is to make our launch fun and to engage.
This proposal will make our plans work and fulfill our expectations with the Magazine Trade Fair.

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TABLE OF CONTENTS
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Executive Summary .................................................................................................. i

Purpose Statement .................................................................................................... 1
Situation Analysis ........................................................................................................ 2
Target Public Analysis and Outcomes ....................................... 3
PR Stratey ................................................................................................................................ 4
Preliminary Budget ..................................................................................................... 8
Evaluation ................................................................................................................................ 9

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PURPOSE STATEMENT
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Our purpose it to:

1. Put the magazine at the forefront of our target publics minds and create brand interest.

2. Get people talking about our magazine and encourage our target publics to buy it when it
comes out.

3. Include a way to build a database of people who are interested in our magazine and a plan to
convert them into readers and buyers later

4. Harness new and traditional media, PR and publicity to reach potential readers.

5. Get people talking about the magazine by giving them a stated or implied invitation to
participate online and at the Trade Fair

6. Be fun!

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SITUATION ANALYSIS
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Company Overview
Drawcard is a trading card game magazine, aimed at delivering original and newsworthy information
related to the TCG gaming community in Winnipeg and throughout Canada. Our magazine will also
feature games advertising. Michael Kontzamanis and Taylor Peristy are experts on trading card games.
Ligia Braidotti and Vanessa Ogibowski will create an innovative design for the magazine.

Strengths
Two of our group members play and know a lot about trading card games. They know the sources and
where to get the most precise information about the trading card game community. This magazine will
focus mainly in Winnipeg but in the future it may also reach the rest of Canada. Trading card games
players like to collect print; this magazine may be a new thing for them to collect.

Weaknesses
Two members of the group are just learning about trading card games. The gaming community is
sometimes hard to reach. It will take a lot of secondary research on this topic, like interviews, forums
participations, to spread the word and get as many people as possible to visit our booth at the Magazine
Trade Fair.

Opportunities
There is no such product like this in the market. This magazine will help people become acquainted
with the many types of trading card games. Its an easy and quick magazine to read, and its a good
entertainment. Also, our magazine will be a new publication for gaming advertisers, and it has a potential
to reach a market that consists on more than two billion.

Threats
With the growth of the Internet, many trading card magazines stopped selling their print version and
started to put their content entirely online. Although a big part of the market collects and appreciates
physical cards, another part plays the game online. The online gaming community may cause a possible
fear of Drawcards outcomes because it may not sell as many as we want.

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TARGET PUBLICS ANALYSIS AND DESIRED OUTCOMES

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Primary Target: Red River College Nerdy Students

Red River College Nerdy Students like to read fantasy novels like The Hobbit and Harry Potter and are
keen to buy the physical books. They watch science fiction movies like Star Wars and Star Trek, are
fans of Comic-Con and like to collect geek toys. During their spare time, they go to gaming events and
play video games.
Geographics: Live within Winnipeg.
Demographics: Males and females, aged 18-30.
Socioeconomic status: Students with either low income or parents financial support.
Consumption patterns: Although they have a small budget, they like to spend their extra money on

entertainment.

Desired Outcomes

There isnt a product like this on the market yet, and we want to introduce it to our primary audience
at our launch. We want to persuade them to buy our magazine and love the content that it will feature.
We want our strategies to get them excited and happy about Drawcard, and to get them to become
loyal readers by subscribing to it. Its our goal to turn them from an aware to an active audience who
will interact with our magazine and, later, bring it to other peoples knowledge.

Secondary Target: The Remnants

The Remnants are Red River Colleges, other schools students families who dont have a strong feeling about trading card games but will buy our magazine as a result of our strategies. They also might
know someone who plays trading card games and will purchase the magazine to give as a gift. They are
the people who will visit the fair to support us and might get interested in other publications.
Geographics: May or may not live in Winnipeg.
Demographics: Males and females, aged 15-50.
Socioeconomic status: Students with low budget. Parents and relatives with medium to high income.
Consumption patterns: They buy the product in order to support students at the Magazine Trade


Fair because they sympathize with students efforts.

Desired Outcomes

For our secondary audience, we want them to become aware of this magazine, so whenever they think
about someone who likes trading card games, they will recommend our magazine. We want them to
enjoy our booth, marketing strategies, and buy it. We want these people to get excited and to grow an
interest in reading our magazine, buying it for themselves or others.

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PR STRATEGY
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Strategy and Rationale

This section outlines the steps our magazine is taking to get results from the Magazine Trade Fair
on April 2, 2015. We want to take advantage of the opportunity that this is a new product in the
market and introduce it to people in a way that will engage them and make them want to buy our
magazine. For this purpose, we will use social media, including an Instagram contest, aiming to get
the publics involved with Drawcard.

1. Action - My Dream Drawcard

Drawcard is a new product in the market. Previously there was another trading card game
magazine, but it eventually gave up on writing content because since online media became popular,
was faster to get information from the internet than waiting for the next magazine issue. Since
our audience is relatively small, our action plan is to get as many people as possible involved in
the development of our magazine. Once our publics are engaged and curious about the magazine,
we will measure their feedback and apply what works for our target audience. We will use SEO
techniques to raise our profile. First we will have an Instagram contest, and second we will use
traditional and non-traditional advertising.

Where?

When?
Before the event

The Magazine Trade Fair will take place at the Red River Colleges atrium
at the Roblin Centre. Our contest will involve people that live in Winnipeg,
and that attend to the event. We will draw a winner on April 2, during the
Magazine Trade Fair. For advertising, we will start to hand out flyers, hang
posters, and partner with Red River Radio to spread the word throughout
Red River Colleges Exchange District and Notre Dame campuses.
We will release our Instagram and Twitter accounts on March 20, 2015, and
we will start advertising. The Instagram contest begins one week prior to the
Magazine Trade Fair. We will partner with local gaming shops to sell our
magazine if there are positive results from the trade show.

During the event

On April 2, 2015, We will draw five names out of a random raffle, and we will
give a prize available for each winner. We will encourage people to use the
hashtag #MyDreamDrawcard during the entire event, by giving them an
instant reward when they post a picture of our booth.

After the event

After the trade show, we will measure the effectiveness of our strategy by
asking the stores to inform us whenever the winners go there to spend their
gift card there.

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PR STRATEGY
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Who will be involved?

Drawcards creators are Michael Kontzamanis, Vanessa Ogibowski, and

Taylor Peristy and me. Local gaming shops will donate products to be
given away during our trade show. We count on students help to create
buzz about our contest.

What will happen?

During the last week of February, we will work on putting our

Instagram account in the spotlight. This tool plays a significant role in
our strategy to attract people to the Magazine Trade Fair. We will start
by advertising it to Red River College students.
In March, we will announce our Instagram contest. We will
Then start advertising it to gaming stores, tournament events, and
to online gaming forums in Winnipeg. Whoever wants to take
part in the contest may follow our Instagram and Twitter accounts,
take a picture of their favourite card and post it under the hashtag
#MyDreamDrawcard. We will sign up each persons name to a raffle.
We will encourage people to use our hashtag every day by having daily
promotions partnered with the shops.
Meanwhile, we will advertise our event using our social media
accounts, and handing flyers and putting up posters throughout the
colleges campuses and to gaming stores.
On April 2, during the trade show, we will draw five names and give
away five gift cards from GameKnight to the winners. In addition, we
will ask the store to donate small prizes that we will give away every
time someone posts a picture of our booth during the event using our
hashtag MyDreamDrawcard.
After the trade show, we will continue to use our social media and to
encourage people to interact with it daily. We will continue to have
Instagram contests, and we will start covering tournament events, and
a new card stacks.

Rationale

Our strategies will raise peoples awareness of our magazine, as it is

a new product in the trading card game market. We want people to
know that the content featured in Drawcard is reliable, clear, and
interesting, and we will try to reflect that on our social media first.
Creating buzz before our audience buys the magazine is important to
make them familiar with the brand and get excited to attend the launch
event. We will have time to interact with them and improve whatever
we need before the magazines releasing.

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PR STRATEGY
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2. Communication
Our magazine will use several communication strategies before, during, and after the event. Social
media is our primary communication outlet, but we will also use reliable advertising tools to create
buzz and promote our booth at the Magazine Trade Fair and our first Drawcard issue.

Key message

Innovation and daring. Drawcard will feature many different aspects

of the TCG community because we want people to get curious about
this magazine.

Social medias role

During the month prior to the event, we will be making use of our
social media to engage with our audience and get notifications
whenever people use our hashtag.
We will have a sneak peek section on Instagram and Twitter where
we will post pictures and information about the content in Drawcard.
We wanted to get everyones attention. Drawcard has exciting articles
for people who like collecting cards and have an interest in the art,
women who play TCGs, people who like to play it online, and those
curious about tournaments in Winnipeg.
We will promote our Instagram contest every day through social
media and traditional advertising like flyers and posters. We will
encourage our followers to use our hashtag every day, having daily
promotions that will interest them.
During the event, we will keep our Twitter account busy, posting
information about the event and interacting with them.

Advertising

We will make use of traditional advertising by designing and handing

flyers and posters within the colleges campuses, gaming shops, and
tournament events.
We will also ask gaming forums in Winnipeg to promote our
Instagram contest and trade show to their members.
Our ads will be conversational and engaging. We will interact with our
audience regularly prior, during, and after the event, to make them feel
part of the development process.

Invitations

We will spread out trading card game inspired invitations. These

invitations will have the size of a card, containing the magazine and
the trade shows information outlined as the games cards appear.

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PR STRATEGY
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Medias attention

We will pitch a story about the trading card game community to The
Projector, and send pitch emails to local newspapers to let them know about
the event and this subject, which is unknown to many people.

Rationale

Spreading the word as much as we can makes it easier to reach our audience.
Trading card games are a rarely known subject, and its our goal to let
people know what our magazine is about and that its aimed to anyone
who is curious about these trading card games. When we interact with our
audience, its easier to get them comfortable with the content featured in
the magazine. Our strategies will persuade the media to cover it, reaching a
broader audience and making our name known to people.

Media Support
Our media support is a combination of sales promotions, advertising, and social media.

Sales Promotion

Our main media support will be our Instagram contest and daily Instagram
promotions. We will rely almost entirely on our social media accounts
because thats the primary tool our target audience uses. We will use Twitter
Ads, Google Adwords and Facebook Ads to get more followers and engage
more people. During the event, we will always have our smartphones and
iPads on us, and well be posting pictures to our magazines social media
accounts, and to our personal accounts.

Public Relations

The use of PR will be small yet efficient. We will send pitch emails to local
newspapers, such as Metro News and The Winnipeg Free Press, telling them
about our niche magazine and our target audience.

Print Media

We will hang posters hung throughout Red River Colleges campuses and in
gaming stores around Winnipeg. We will go to other public places, such as
The Forks or the WAG to hand in flyers promoting our magazine and the
trade show.

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PRELIMINARY BUDGET
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Fees

Suppliers

TOTAL

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Management

Activity Description

Hours

Budget

Project

50

$535

Customer Support

50

$535

Supplier

20

$214

Event

25

$267.50

Social Media

100

$1,070

Writing and editing

30

$321

Social media

25

$267.50

Research

75

$802.50

Printing

$350

Prizes

$200

Candy

$50
$4,612.50

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EVALUATION
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We will measure our success on three levels:

PREPARATION

Checking how many tweets included the hashtag #MyDreamDrawcard after the event;

10 tweets - Regular;

50 tweets - Good;

100+ tweets - Great;

Checking if there were pictures taken, and how many;

1 picture - Regular;

5 pictures - Good;

10+ pictures - Great;

Counting how many magazines we gave away better if we run out of them;

25% - Regular;

50% - Good;

100% - Great;

Checking how long it took to get a significant amount of people following our Twitter and


Instagram accounts;

1 day - 5 followers - Regular;

3 days - 35 followers - Good;

7 days - 50+ followers - Great;

Asking each person that stops at our booth if theyve followed us prior to the event or during the
event;

Yes - Successful

No - Not Successful

IMPLEMENTATION

Counting how many people stopped at our booth;

10 people - Regular;

25 people - Good;

50+ people - Great;

Counting how many times the members of our magazine got interviewed;

1-2 - Good;

3-4 - Great;
Running out of magazines and have people asking for more;
Having people aswering an online survey we will send later in the month;

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EVALUATION
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IMPACT

Counting how many times bloggers and media cited our magazines name through Google Alerts;

1 time - Regular;

10-20 times - Good;

20+ times - Great;

Having the majority of the people who were at the trade fair to pick up at least one magazine from

our booth;

Counting how many people posted on Instagram pictures of them smiling at out booth using our

hashtag #MyDreamCard;

1 picture - Regular;

5 pictures - Good;

10+ pictures - Great;

Counting how many people wrote reviews for our magazine after the event;

1 person - Regular;

2-3 people - Good;

3-5+ people - Great;

Counting how many people liked our Facebook page after the event;

5 people - Regular;

35 people - Good;

50+ people - Great;

10