Schtifti Consulting: Accompanying the Spick through 2009
Last year, Schtifti Consulting helped develop and implement the marketing strategy for the student magazine *Spick*. The focus was on attracting new audiences—such as parents, godparents, and grandparents—and strengthening readers’ sense of connection to the magazine. Another key priority was to prepare the magazine to meet future challenges.
The magazine was positioned with an educational benefit for the target group of parents and gift-givers. Full-page advertisements with a Spick cover page were intended to attract attention, while an insert provided information about the benefits of consuming the school magazine. The advertisements focused on the pre-Christmas period and promoted Spick as a gift idea. The DM was aimed at parents of 8-year-olds, the starting age.
The new website with cross-media content and a Spick community formed the heart of reader loyalty. An Advent competition was launched to draw attention to the new site. In addition to editorial support with a front page to scratch off, the campaign was advertised in collaboration with media partner Nick using a trailer and banner.
The new website with cross-media content and a Spick community formed the heart of reader loyalty. An Advent competition was launched to draw attention to the new site. In addition to editorial support with a front page to scratch off, the campaign was advertised in collaboration with media partner Nick using a trailer and banner.
Responsible at Künzler Bachmann Verlag: Roger Grolimund (Project Manager Spick). Concept and text: Schtifti Consulting. Graphics: Mario Neuhaus, Neuhaus Advertising. Trailer: Nick, Lukas Rosemund, image rights MTV Networks Switzerland. Internet: Design Atfront. Programming: Update.
