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  • Pacific Citizen
    M.A. in Global Marketing Communication and Advertising (GMCA) Capstone Project
  • As the final capstone project for my Master of Arts in Global Marketing Communication and Advertising (GMCA) program at Emerson College, I worked within a collaborative, cross-cultural and multi-disciplinary project team to develop an integrated marketing communications (IMC) plan to help reposition and increase the circulation of Pacific Citizen, a bi-monthly Asian-American newspaper based in Los Angeles, California.
  • Based on insight-driven research on the behavior, lifestyle and media habits of the publication’s target market, as well as our in-depth understanding of both the nature of Pacific Citizen’s business as a non-profit organization operating within strict financial boundaries and its inherent institutional capabilties, we developed a thoughtful IMC plan that combined innovative out-of-home and digital advertising with experiential marketing and sales.
  • Picture of our team's original ideation
  • For our creative strategy, we chose mystery as our big idea in order to build awareness and anticipation for the launch of the new Pacific Citizen, which we also recommended to be republished as a monthly lifestyle magazine. We then brought this big idea of mystery to life sequentially across the various brand touch points identified as most suitable to drive egangement, including billboards, digital marketing, flash mobs and promotional flyers.

  • One month ahead of the launch of the new Pacific Citizen magazine, digital billboards at targeted locations across the country would display a blacked out screen, featuring a countdown timer at the bottom which would signal when the entire billboard would be revealed. Every 24 hours leading up to the launch, the billboard would unveal a small piece of the image underneath. Finally, at the end of the month, the entire billboard showcasing the new Pacific Citizen logo and website would announce the magazine's availability to passing pedestrians and drivers.
  • Similarly, this big idea of mystery was carried over to the Pacific Citizen website, which would appear as a blacked out screen 24 hours to the launch of the new Pacific Citizen magazine. Much like the digital billboard, the website would also feature a countdown timer on the landing page, which would signal when the entire website would be revealed. After 24 hours, the landing page would showcase a redesigned and mobile-optimized Pacific Citizen website (including fresh content) and announce the availability of the new magazine to site visitors.
  • To complement the aforementioned out-of-home and digital advertising efforts, flash mobs integrating our big idea of mystery would also take place across key cities in the country on the launch date of the new Pacific Citizen magazine. Participants in these targeted flash mobs would wear speciallydesigned t-shirts featuring a black panel on the chest area, which they would tear off at the end of their routine to reveal the new Pacific Citizen logo.
  • At the end of the flash mob, flyers featuring a black tear-off panel would also be handed out to bystanders. These flyers would reveal a discount offer and more information about the new Pacific Citizen magazine. The flyers would also double as postcards to encourage bystanders who may not fall into the publication’s target market to forward the flyer to friends, family or colleagues whom they think might be interested in the magazine's content.
  • Concepts by: Usen Esiet and Jing Jiang
    Designs by: Fadi Alqudimi

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