The “beYOUtiful” Campaign Nikki Gyftopoulos Jenny Rowe Brianna LaRouche Alexis Gionesi

Strengths of Has a large outreach to young women ages 12-25 Greatly influences the lifestyles and mentalities of readers Well-known magazine around the United States Many strong connections with brand names and celebrities Already deeply involved in the beauty and fashion market

Weaknesses of Often displays images of the “typical” skinny model Does not consciously embrace different body types Commonly advertises make-up and beauty products that cover natural beauty May give misperceptions to readers of what “true beauty” is Often includes segments that highlight thin celebrities in tight or revealing clothing

Opportunities for To make a positive impact on the lives of young women Increase self-confidence and decrease image-related problems such as bullying and eating disorders Tackle a large health issue in American society Provide a chance to reach out and interact with readers Create a 2-way interaction with readers Gain a larger and wider range of readers Use social media tools to development greater online presence and a stronger Seventeen online community

Threats to Society is becoming more aware of the conflict over body image and many people are joining in on the mentality that women’s shape and size do not matter Seventeen may fall behind and lose readers if they do not keep up with society’s changing views about beauty The increase of media to compete with makes it more difficult to grab reader’s continual attention Society is social media driven and Seventeen needs to cater to that

The ultimate goal of “beYOUtiful” Seventeen will inspire young women to have confidence in their body image by helping them embrace their natural beauty and develop an understanding that they do not need to change to fit society’s standards

Who will “beYOUtiful” reach? Young women ages 12-25 Women who are either already heavily aware of body image or who are already reading Seventeen Readers who have interest in beauty, fashion, and self-image

Where will “beYOUtiful” be seen? This month, Seventeen will make an announcement inform the public of the campaign through the magazine itself and other media outlets “beYOUtiful” will occur in May 2013 and will be prominent social media based on outlets, including Twitter, Instagram, and Facebook In June 2013, there will be a 10-page spread in Seventeen displaying quotes, pictures, and stories of readers and participants Every monthly issue following the start of the campaign, Seventeen will have a 3-page spread dedicated to continuing the awareness of the “beYOUtiful” campaign

Spreading our message Celebrity spokesperson, Demi Lovato, will be announcing and promoting the campaign through her personal social media handles The “beYOUtiful” campaign will also be advertised on our website, in the April issue, and all Seventeen social media outlets Seventeen magazine will reach out to multiple fashion and beauty bloggers, as well as popular beauty-based Youtube channels Advertisement on beauty and fashion television shows

Demi Lovato Demi Lovato is going to be the representative for the “beYOUtiful” campaign spokesperson because of her own personal struggles with body image and eating disorders Her experience will create a more genuine connection with readers and she will be a more impacting role model Her celebrity status will help the campaign reach a wider range of women

Demi Lovato During the month of May, Demi Lovato will tweet, blog, etc. about the “beYOUtiful” campaign and body image in general A contest will be included in the campaign and one lucky reader will win a day to spend with Demi Lovato Other winners will be chosen to receive signed Demi Lovato merchandise

“beYOUtiful” on Twitter Seventeen will blast the hash tag #beYOUtiful on their twitter handle Seventeen will post questions regarding body image and beauty to followers to gain audience involvement “What part of you do you love the most?” “What is your definition of beauty?” Seventeen will ask followers to send pictures of themselves in beautiful moments Participants will be asked to use #beYoutiful in their tweet responses

“beYOUtiful” on Instagram Followers will be asked to upload pictures of themselves without make-up on to embrace natural beauty They will use the “beYOUtiful” hash tag and tag the Seventeen Instagram handle All of these images will be represented in an artistic montage in the 10-page spread of the June issue

“beYOUtiful” on Facebook Facebook will be used to host a contest where participants can share their personal stories of dealing with self-confidence and body image. The story that receives the most likes on Facebook will win the grand prize of a day with Demi Lovato and a 1-page spread of their personal story in the June issue Demi Lovato will also participate on Facebook with weekly video blogs encouraging young women to embrace themselves

What will it take to run “beYOUtiful”? Internal Costs PR campaign team salary: $14,250 per employee Research: $5,000 June Magazine Issue: $400,000 External Costs Social Media Promotion: $300,000 Television Promotion: $500,000 Total Cost: $1,262,000

Measuring the effectiveness of “beYOUtiful” How many people participated through social media involvement? How many people bought the May issue versus the June issue? How many positive comments did we receive on social media? How much media attention did it receive? How many hits did our Seventeen website receive? How many followers did we gain on Twitter and Instagram? How many likes did we gain on Facebook? Did we get other celebrities talking about it? Did competing magazines “piggy-back” on our campaign? Did our surveys reveal an increase in women’s self-confidence? Have we started a buzz in the fashion and beauty industry?

Quick review of “beYOUtiful” The campaign will inspire young women to have confidence in their body image by helping them embrace their natural beauty and develop an understanding that they do not need to change to fit society’s standards The campaign strives to increase awareness of a serious issue in American society. Seventeen will influence their readers to believe in themselves and have more self-confidence

Quick review of “beYOUtiful” From this campaign, Seventeen will gain more readers, as well as have a stronger social media presence Seventeen’s image will improve in the eyes of young women, as well as mothers who feel that the magazine is a positive influence on their daughters It will create a more personal bond and communication between the magazine and readers The brand name of Seventeen will become nationally known Seventeen will gain a differential advantage over its competitors

Quick review of “beYOUtiful” The gain of more followers through the Twitter “beYoutiful” hash tag Instagram will gain more followers through the natural beauty picture uploads Facebook will gain more likes through its true story contest and video blogs by Demi Lovato Demi Lovato as a spokesperson will help draw in more readers and create a more genuine and relatable figure

Quick review of “beYOUtiful” The June issue of Seventeen will combine all of the aspects of the campaign and all materials gathered during the campaign The 10-page spread will include quotes, pictures, stories, interview with Demi Lovato, and personal stories of our contest winners To maintain and crystallize Seventeen’s improved public image and the impact of the “beYOUtiful” campaign, the magazine will feature a monthly 3- page spread with inspirational content relating to body image

The “beYOUtiful” Campaign