2. PRESENTED BY Milena Calic & Georgina hannekum 11.06.13
RETAIL INITIATIVE
PRESENTED BY Milena Calic & Georgina hannekum

3. background What Brings Us here
To deliver an Australian publishing first – allowing our trusted magazine brands to curate content and inform the purchasing decision of Australian women – we will join forces with Australian retailers to create a one stop retail destination for WOMEN… in time for Christmas
To deliver to Harvey Norman a solution – Bauer brands support Australian retailers and will use our trusted experts to curate content to drive readers to spend with Australian Retailers.

4. Commercial strategy
The Christmas retail period presents a key opportunity for Bauer create an integrated retail event for advertisers via our brands.
PROPOSITION Australia’s trusted magazine brands will edit the market to deliver the most inspiring online edit – in time for Christmas spending. It will be populated with expertly curated fashion, home, food, travel, fitness, beauty and gift ideas. All of this, in partnership with Australian Retailers. TONE Inspirational, informative, fresh, exclusive. WHY CHOOSE BAUER? Trusted brands, trusted recommendations, curated content. Bauer understand and reach women. THE POINT OF DIFFERENCE Curated content should be the ‘hook’ for consumers to engage with content – they can’t get this trusted edit anywhere else.

5. recommendations Top line recommendations for the retail initiative.
Provide an environment for our top 20 mass retail clients to be part of:
KMART, Target, Bunning's, Officeworks, Australia Post, Harvey Norman, Domayne, Priceline etc.
Include wide range of categories with flexibility to sign-up retailers right up until four weeks from launch across:
Women’s fashion, beauty, kids, men’s fashion, house and garden, travel, food, gifts etc.
Focus on curated content as well as non-curated content providing retailers with the value of recommendations as well as the flexibility of content determined by them.
Include strong social integration tapping into Bauer earned media assets and facilitating a referral channel.
Create the ability for consumers to be able to save lists and look books to provide structure around planning and budgeting.
Promote Bauer brand subscriptions as Christmas gift ideas.
Include exclusive offers that are timely and ensure repeat engagement.
Include a balance of products available online and in-store and include mechanisms to track all conversions.
Utilise engaging delivery methods for content hooks i.e. interactive video and celebrity endorsements to gain traction and Network promotion.

6. CLIENT hit list Diamond sponsors – CATEGORY EXCLUSIVE
Diamond sponsors – CATEGORY EXCLUSIVE (BEAUTY)
Harvey Norman/Domayne
Woolworths (super)
Scenic Tours (travel)
Rebel (fitness)
Commbank (finance)
NAB (finance)
Breville
Sunbeam
Target (non conflicting with HN)
Kmart (non conflicting with HN)
Myer (fashion)
David Jones (fashion)
Big W (fashion)
Westfield (fashion)
L’Oreal
Revlon
Maybelline
Clinique
Estee Lauder
Lancome
Coty
Siren
Novo
Wittner
Wanted
Nine West
Sheridan
KAS

7. CLIENT hit list GOLD sponsors OTHER RETAILS – NO E-COmMERCE Fashion
Mother and Baby
Travel
Specialist Food
Specialist Home
Pet
Furniture – Freedom/Ikea
Home hardware e.g. window furnishing/ paint/soft and hard flooring/soft furnishings
Replica companies.
Bunnings
Mitre 10
Dulux
Wattyl
Taubmans

8. HOW WILL 'All She Wants' WILL BE Discovered BY CONSUMERS

9. HOW WILL 'All She Wants' WILL BE Discovered BY CONSUMERS
DIGITAL CHANNELS
Associate Producers to promote (on masthead website’s) editorial items relevant to their brand weekly. In addition, gift lists of their team members and celebs aligned with their brand as they are made live.
Bauer Digital will set-up a competition tile on all relevant sites, directing back to the daily deals/competitions. These deals can also be promoted via the site’s competition pages
All Associate Producers to input into NineMsn promo tool, with a focus on the celeb gift lists and general editorial article/galleries.
Associate Producers to promote gift lists from their Editor/Fashion Editor/Beauty Editor on social media channels and any relevant editorial content once a week.
PRINT
Milena to complete

10. Digital creative

11. Digital integration

12. offline integration across bauer magazine titles

13. Online editorial strategy
Top line recommendations for the online editorial strategy.
PROJECT MANAGEMENT Kate Spies (Senior Content Producer) has been secured as the key digital editorial co-ordinator for this project. Kate’s role will be to facilitate content from editorial teams in the lead up to launch, and post launch. Kate will be responsible for ensuring traffic targets are met during November and December, and will work with the Executive Producer’s to make this happen. RAMP-UP TO DECEMBER During November, we envisage three pieces of new content each week (a mix of editorial and gift lists). Gift lists will be generated from a mix of celebs and editorial staff. For example, we envisage Kelly Osborne will provide a gift list as part of her column for Cleo. DURING DECEMBER During December one new editorial piece and one new gift list will be produced each day. NINEMSN PROMOTION Newsworthy content will provide greater opportunity for promotion across the Ninemsn network. This is essential to generate the traffic to attract large retailers, and generate reach. NineMsn will not specifically promote Bauer editor’s so alternative strategies need to be employed ensure network promotion.

14. Sales packages

15. NEXT STEPS
THE CHRISTMAS RETAIL PERIOD PRESENTS A KEY OPPORTUNITY FOR BAUER CREATE AN INTEGRATED RETAIL EVENT FOR ADVERTISERS VIA OUR BRANDS.
Next steps to include:
Develop integrated strategy to include digital, print and TV, in more detail
Andrew Brain to develop digital media strategy
Agree on brands involved and create editorial task force
Compile packages and approach retailers.