c zech republic lucie koutna ondrej kratky

1. czech republic luciekoutnaondrejkratky

2. goals inspiration insight campaign idea summary understanding of target group that vendors are investors increasing circulation and regularity making The Big Issue vendors anchors of local life

3. Errol Williams, age 49, CO-OP Supermarket, East Dulwich “I’ve come across people feeling down-and-out and I tend to cheer them up a lot.” goalsinspiration insight campaign idea summary Patrick Keenan, age 37, Waitrose Car Park, New Malden “My regular customers chat to me about everything: from what’s in the issue, to science and literature. Some just want to get stuff off their chest.”

4. “People are speeding through their lives. It’s cool to be busy but there are implications. Work is the king of our lives. In their routines people covet “anchors” that remind them they are still human. Those anchors keep their spirits high and there’s never enough of them.” goals inspirationinsight campaign idea summary

5. turn The Big Issue into small business with local touch to create an extra anchor in people’s lives. goals inspiration insightcampaign idea summary habit engagement prep buzz

6. splitting logo to show 50% margin. “£2.50 a paper for you. £1.25 margin for me.” flipping pages 180° in half of magazine to demonstrate the vendor’s investment goals inspiration insightcampaign idea summary prep habit buzz engagement

7. “Stella knows all about the neighbourhood.” MADONNA IS MY REGULAR PR campaign: media invited to vendor’s pitches with celebrities to reveal their background stories and their enterprise. goals inspiration insightcampaign idea summary “Jamie buys from me every time.” CAMERON: SAVES £4BN FOR PUBLIC USE guest celebrity editors on the streets earned media paid print ads habit buzz prep engagement

8. vendors’ timelines / stories check-in at your vendor vote for pitch of the week partial magazine content celebrity fan interactions goals inspiration insightcampaign idea summary FB platform “Wanna get local?” Get your weekly neighbourhood updates via vendors’ QR codes Jenny Holborn Today my big issue guy made me laugh :-)))))) Kate Middleton Jealous! What’s his name. I’d love to see his timeline. engagement buzz prep habit

9. creating a social anchor make vendors part of local life goals inspiration insightcampaign idea summary further improve magazine quality. support vendors in local journalism. feed online content. give proof: FB timelines, documentary buzz prep engagement habit

10. GOAL: make The Big Issue vendors anchors of local life. INSIGHT: people need somesocialanchors, familiar things reminding them they belong somewhere. CAMPAIGN IDEA: turn The Big Issue into small business with local touch to create an extra anchor in people’s lives. goals inspiration insight campaign ideasummary how does it work? habit prep buzz engagement circulation neighbourhood news - vendors’ QR FB platform, vendors’ timelines celebrity interaction check-ins at vendors magazine content the business principleof Big Issue (POS, rebranding) regularity improving magazine and local newsonline contentproof of progress understanding celebrity involvement earned media paid print ads