ASSIGNMENT 1: COMMUNICATIONS PLAN WESTENDER

Assignment 1: Communication Plan - Westender

Caryl Dolinko - # 332385
Royal Roads University
PCOM633: Strategic Communication Management
Tom Workman
Sunday, November 15th, 2015

ASSIGNMENT 1: COMMUNICATIONS PLAN WESTENDER

Background
This communications plan is being created for one of Vancouvers oldest community newspapers, the
Westender, founded in 1949. The Westender has been an independent source of community news and
managed to sustain itself over the years yet, the demographic of readership has changed, the city has grown,
and newspapers are not as popular a medium as they once were because online sources now provide quick
access to information. The Westenders readership is down and this is a communication plan to rectify that.
The Westender newspaper is a part of Lower Mainland Publishing Group Inc. (LMP). In November
2011, LMP became a subsidiary of Glacier Media, Inc., one of Western Canadas largest media and
publishing conglomerates. In late 2014, Glacier Media completed a major acquisition of multiple community
papers, and now owns most of the publications west of Port Moody. Glacier has a publishing division,
Glacier Community Publishing, which owns community papers, magazines and publications, as well as a
digital division, Glacier Media Digital, which provides access to online media and marketing tools.
The Westender moved location three months ago, and is now housed in an large, open office with
over one hundred other employees of LMP and Glacier Digital. The Westender and Vancouver Courier have
merged to become team Vancouver and are working together in a collaborative manner, sharing the
intellectual capital of writers, editors, and graphic artists and also sales, advertising and marketing resources
and initiatives. A full suite of digital products, programs and resources are also now a part of the media mix.
The Westender is still a free weekly newspaper distributed to the West end, Downtown and West side
of Vancouver. There are 48,000 copies of the paper circulated every Thursday to: indoor racks and outdoor
boxes; 90% of apartments, condos, office buildings and business downtown; Skytrain, Seabus stations,
libraries and community centres. The newspaper is noted as being the urban, voice of everything Vancouver
and there are consistent sections in the paper every week, as well as special features every issue. The paper
has a website where all the stories are posted as well as a Facebook page, twitter feed and weekly enewsletters and contests. There was a complete rebrand of the paper last year, with new columnists, writers

ASSIGNMENT 1: COMMUNICATIONS PLAN WESTENDER

and advertising sales reps hired. Despite all the positive changes that have occurred, readership is down and
because of that, so is advertising revenue, and the survival of the paper is at risk.
Situational analysis
To first analyze this situation, it is imperative that we recognize the significance and historical change
in media over this short span of time and how this external factor has impacted this publication. When the
Westender newspaper was founded in 1949, there was not a lot of competition, aside from the Vancouver Sun
and Province and a few community papers. There were six radio stations, television was new but not
broadcasting in Canada and computers and the internet were decades away from invention. Now, in 2015,
there are over one hundred newspapers and magazines in the lower mainland, hundreds of AM, FM, and
Satellite radio stations; innumerable cable, network and subscriber television channels; millions of websites,
social media exchanges and digital options and of course, billboards, newsletters, blogs, games, videos and
other sources of entertainment and news mediums. The competition for viewer attention, reader engagement
and loyalty to brand is a challenge currently facing the Westender.
To analyze the situation, this plan looks at the current strengths, weaknesses, opportunities and threats.
Strengths
The Westender has a place in the community for close to 70 years
The editors are skilled, the writers are expressive and the columns are compelling
Great distribution and outdoor boxes recently re-stickered
The paper is free and available in the west end, downtown, and west side
Weaknesses
The newspaper cover images are not great and colours are often not complementary
It is a small font and wide columns and for older eyes that makes it hard to read
There isnt enough broad representation of diverse cultures or languages
Vancouver Courier sharing the same articles in both publications
The website is outdated and the articles cannot be referenced by author, issue or topic.
Opportunities
The paper could add a new column and include a voice of the people symetrical voices

ASSIGNMENT 1: COMMUNICATIONS PLAN WESTENDER

Offer home delivery with the Vancouver Courier to certain neighbourhoods

Sponsor events and create greater visibility by being present with marketing materials
Offer writer workshops and guest columns for participants, who can then intern
Provide higher wages to draw greater writers and find new talent
Develop an interactive, dynamic website with updated capabilities
Threats
Georgia Straight the other weekly, with its phenomenal distribution across Vancouver and
Lower Mainland
Georgia Straight low ad prices and sponsorships create lots of pages in the paper and room for
editorial content
The Westender website carries the same story as the newspaper
Low wages affect employee retention which undermines growth and loyalty
Digital media and the rise and power of the internet
From this brief analysis, the strengths of the Westender are acknowledged, the weaknesses and threats are
identified and the opportunities present the potential to realize a positive outcome.
Goals & Objectives
The goal of this communications plan is linked to the overall business objectives of Glacier Media,
and LMP as we are now part of a media conglomerate. The Westender must be a top, revenue generating,
community publication and the more money we make, the greater the opportunity to succeed with our goals.
With an increase in readership, it would in turn increase advertising sales which then generates income to
pay for more writers which further boosts readership, creates more ad sales and generate revenue, etc.
The main objective is to increase readership and newspaper pick-up rate from current rate to
determined percentage by December 1, 2016. The goal and objective are meant to guide the tactics in the
right direction to ensure goal is achieved. The output will increase readership, advertisers and revenue. The
outtakes will be that the paper will be have increased revenue and readers and people will be excited for the
Westender on Thursdays. The outcome is that there will be a desire to read the Westender in print and
online.

ASSIGNMENT 1: COMMUNICATIONS PLAN WESTENDER

Target Publics
The Westender newspaper is distributed in specific locations within a small area of Vancouver,
therefore the primary public for the publication is geographically restricted by physical distribution. This
primary audience are people that are interested in the articles the Westender provides; sections on lifestyle,
arts, culture, food, fashion, trends and topics that interest the hip, urban Vancouver resident living or
enjoying the West end, the Downtown and Westside. According to a survey conducted in 2013, the readers
are typically university-educated, more likely employed in professional or managerial positions and have
money to spend.
The secondary publics are business owners who have placed advertisements, media companies
interested in advertising space, event or festival organizers interested in being visible in the urban weekly
paper. Both the primary and secondary publics would also read the Westender online, and would be
computer savvy using mobile and desktop options.
Key Messages
The messaging and images would be specifically designed to appeal to the Westender demographic.
They would compel the reader to pick up the paper, and in return, offer stories about Vancouvers most
fascinating personalities, contentious issues, and the inside scoop on events. Messaging will be consistent
across multiple, media platforms, yet the same voice and visuals applied.
Message Samples
Vancouvers Urban Weekly feed your brain, fill your curiosity, fulfill your destiny
Westender The Original Urban Weekly Everything Vancouver, since 1949
Westender reaching across the city and around the block, everything Vancouver.

Messaging can be created by professional copy writers, to engage readers and compel them to read the paper,
online and on social media. Contests could cross multiple mediums, and like a scavenger hunt, have

ASSIGNMENT 1: COMMUNICATIONS PLAN WESTENDER

messages on twitter that direct people to find clues throughout the paper, and on the website and Facebook
page. This approach feeds all mediums and ensures that they all flourish with readers.
Tactics and Timeline
There will be a number or tactics and mediums used to maximize the effect of the communications
plan that occurs over the course of the year. To develop a strategic, sustainable plan, all tactics will aim to
generate brand visibility, greater interest and an increase readership and newspaper pick-up. I will create a
spreadsheet with tasks and accountability, tracked by week and month based on a full year calendar. Tactics
will be occurring independent of each other, and at other times, in conjunction with multiple mediums for
greater impact.
The external communications mix for marketing will include consistent messaging and graphics
throughout these tactics: newspaper, radio and online display advertisements; website, You-tube, Facebook
and Twitter posts; online contests and surveys; e-newsletters; pop-up event banners; sponsorships and

ASSIGNMENT 1: COMMUNICATIONS PLAN WESTENDER

partnerships. Each of these tactics will be integrated into a spreadsheet, similar to the example below.

The tactics within the communications plan will be preceded by a coordination phase to guarantee an
integrated launch across all platforms. After the initial launch there will be a one month period to adjust
systems and messaging as required. The three month marker will initiate the in-depth analysis of statistics
gathered. Revisions to the plan will occur throughout as will continuous data gathering over the subsequent

ASSIGNMENT 1: COMMUNICATIONS PLAN WESTENDER

months. At the nine month marker, final preparations for the plan termination will be implemented as the
final push for increased readership ensues. The plan will terminate at the twelve month mark and research
reviewed and recommendations presented shortly thereafter.
Resources and Budget
As the Westender is part of a larger media conglomerate with publications within the lower mainland,
there should be great financial savings for advertising within its other papers. However, when finalizing the
budgets, each item must be budgeted as if there were a fee for the service and accounted accordingly to
develop a realistic financial cost to the company. The budget below is not exact, and has not been set up on a
spreadsheet at this preliminary time. Each item has an approximation of cost based on published rates, yet
may vary dependent on Glacier Media budgets and corporate subscriptions. Staff will be included as part of
the required resources, as people are needed to implement this plan, and their hours and expertise are valued
appropriately.
Communications Director to oversee plan, people and particulars, 10 hrs a week, approx. $24,000
Graphics Designer creating compelling ads and visuals for all mediums, 20 hrs a week, approx.$36,000
Writer / media manager for daily conversations across social mediums, 20 hrs a week, approx.$36,000
Advertising in Westender using frequency rates for 1/8, 1/12, and filler ad size, 52 weeks, approx. $8000.
Advertising in LMP partner, Vancouver Courier: 1/8, 1/12, and filler ad size, 52 weeks, approx. $15,000
Advertising in LMP partner, North Shore News: 1/8, 1/12, and filler ad size, 20 weeks, approx. $5000
Web banners across LMP partner sites - $100 per week, 5,000 impressions, 26 weeks, approx. $2,600
Glacier Digital Media Social Media Management valued at $349 per month
Glacier Digital Media redesign of website $5,000-$7,500
Glacier Digital Media Search Engine Optimization a fee $1,350
Social media posting is generally free for posting unless Westender chooses to pay for ads.

ASSIGNMENT 1: COMMUNICATIONS PLAN WESTENDER

E-Newsletter programs online can be subscribed to for an annual fee starting at approximately $100.
Independent survey programs can be subscribed to for an annual fee, approx.. $250.
Promotional brochures, posters, and media kits can be printed for free at the office as needed.
Pop-up banners sized 3x9 cost approximately $100.
Measurement and Evaluation
The evaluation of this program can be measured in by the amount of awareness, interest, and increase
in readership and newspaper pick-up. Working with the distribution centre, a database will record the amount
of papers dropped off, and picked up seven days later and returned to the warehouse. The tracking of papers
will determine which drop centres are attracting readers, which areas are not being engaged and which
Westender issues are popular with readers.
The online evaluation will be able to statistically measure outputs, outtakes and outcomes by tracking
and recording in analytics from technology utilized: survey; contest entries; e-newsletter (opens, click
through and sign-ups); website hits; online ads (impressions and click through) etc. These reports will
eventually determine the success of communication efforts at influencing publics to become readers and
increase popularity of the Westender online and in print. What will be evident as a result of this plan, is also
an eventual increase in advertising sales and demand for visibility within the publication. For Glacier Media,
the measure of success will be great revenue generated from greater interest in the Westender by readers.

Grade
Graded on
Graded by

78.00 / 100.00
Sunday, 22 November 2015, 11:24 AM
Tom Workman

ASSIGNMENT 1: COMMUNICATIONS PLAN WESTENDER

Feedback
comments

Caryl
Good work. With reference to the rubric:
Background & analysis: Very good level of background detail. For the SWOT, consider
extending the O-T (external) to a PEST, as it seems to be external factors that are the
greatest threat to newspapers (you note this in your text, but could add it to your SWOT
to strengthen it). Also, note that youve listed some tactics in opportunities. Best to shift
these to your tactical section. The opportunities should outline market or related factors
that you can take advantage of such as if local population is growing. Remember to
sum up this section with commentary on the implications of your analysis (some of your
SWOT does this indirectly). Rubric level = fair to strong
Goals: Good start, but make SMART. How much by when? You can also add in some
supporting goals, such as an increase in reader satisfaction, visits to newspaper web
site, etc. Rubric level = fair
Target audience and messaging: What might compel the non-reader to read the paper?
If you can research this, such as through focus groups, you can fine-tune your
messaging to make it more effective. The messages that youve come up with are clear
and clever, but will they lead to action? As youre outlining a marketing focused com
plan, you need to consider what your consumer wants and needs in terms of news and
respond accordingly. Also, as you have advertisers as a 2ndy audience, consider if
separate messaging is needed for them. Rubric level = fair to strong
Tactics and budget: Well organized, but offer a bit more detail on the combination of the
various tools that you outline (flesh out the table). Budget is great I realize it is hard
to fully cost out a project, so Im more that satisfied as long as you work through the
major cost elements of the plan. Rubric level = fair to strong
Evaluation: Good. Link back to your SMART goal and set some milestones during the
campaign to track progress towards your goal(s).
Overall, a solid plan.
Grade: Grade: Papers that meet expectations for the assignment are graded as a B.
This paper meets to exceeds these expectations, so the grade is 78%.