High School Cliques: LGBT

Magazine Creative Strategy

Christian Williams Isette Hernandez Brittany Perets

Our readership: LGBT-QQA Teens

L - Lesbian G - Gay B - Bisexual T Transgender/Transexual _ Q Queer umbrella term for sexual minorities that dont identify as heterosexual Q Questioning still trying to identify sexual preference A Allied highly supportive friend of the LGBT community

What is being OUT?

Being out is more than just admitting to others that you are a part of the LGBT spectrum Being out is being proud of who you are as a person, admitting to yourself that you are LGBT Admitting to oneself that you are LGBT is sometimes more difficult than admitting it to others

What is being ABOUT?

Being about is living your life It includes all of the things that a person does on a daily basis working, listening to music, playing video games, going out with friends to the movies or the mall Means of being about are unique to each person

Well then What is being OUT and ABOUT?

To be out and about is to live your life expressing no regret for being who you are Encompasses
the openly identifying teenager the closeted teenager still going through the process o those still questioning and trying to find out who they are
o o

Presenting The Magazine!

Creative Brief
What do we want to accomplish?
o

To market a new magazine, for a LGBT readership, to a target group of high school teenagers Produce a publication that appeals to the diverse spectrum of LGBT teens and provides the information that they want to know without being stereotypical In order to accomplish this, we need to get into our target group, learn their interests, immerse ourselves in their lifestyle and learn more about them - less as a group, and more as individuals

Creative Brief
Who are we talking to?
o o o o

High school teenagers, 14-18 years of age Consider themselves a part of the LGBT community DO NOT have to be open with others about their sexuality DO have to personally identify with being LGBT (or be an ally) to have even the slightest interest in our magazine Uses pass-along readership
 where an openly identifying gay student brings the magazine to school and lends it to other students they know that may still be closeted

Creative Brief
What do they currently think?
o

The target market currently thinks that media today (including most magazines) is sometimes still against them The feeling that media outlets that do cater to them sometimes do so in a stereotypical manner, disregarding them as individuals Media tends to portray gays/lesbians as over the top, associates the culture with drinking, partying and flamboyance

Creative Brief
What do we want them to think?
o o o o

We want the LGBT teenagers to be proud of who they are, not as LGBT but as individuals in general Being gay is a part of them, but we feel that it should not label them as people There are too many different types of gay people to loop all of them together as a stereotype Relate to our magazine because of our coverage of them as individuals
 allows them to speak about their interests and unique lifestyles without feeling judged.

Creative Brief
Why should they think this?
o o o o

In high school, it is easy to feel judged because of who you are and your individual beliefs. For LGBT students, it is no different - in many ways, it is even worse However, that is no reason for a LGBT student to be silenced Their right to be who they are is no different from any other students right to practice their religion, choose a political affiliation, etc. We will encourage our readership to be who they are without fear, to take a stand for themselves because there is nothing wrong with who they are

Creative Brief
What can change their minds? (The BIG IDEA)
Being OUT is just as important as being ABOUT Meaning: being OUT as LGBT should not make it any different for you to live your life, or being ABOUT, as an individual with different interests and activity choices

Picking up OUT and ABOUT is the perfect choice for the LGBT teenager to learn how to love being themselves. Because, after all YOU WERE BORN THIS WAY, BABY!

SWOT Analysis
Strengths
A publicized magazine that markets to the teenage LGBT community o Real stories and events that will benefit the LGBT community. o Growing awareness of LGBT issues
o

Weaknesses
o

Low subscription to the magazine because of lower openly identifying target audience

SWOT Analysis
Opportunities
o

First magazine to be marketed locally to teenage LGBT community.

Threats
Anti-LBGT advocates who will try and bring the magazine down o Publications such as HotSpots that are free and use sex appeal to maintain readership
o

Research Brief
Introduction
o

The LBGT teenager community (and the LGBT community as a whole) is widely being accepted into society. It has come a long way from their days of discrimination this discrimination has not been eliminated but definitely has decreased. The importance of LGBT awareness is extremely important to the community, especially LGBT teenagers.

Research Brief
Objectives
Our objective is to gather information on the lifestyle and activities of our target market - from their interests to their social lives, motivations and information needs. o Discover topics that interest LGBT teenagers and elaborate on them. o Better understand the LBGT teenage perception of society and their individually unique lifestyles.
o

Research Brief
Methodology/Study Design
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Conducting interviews with LBGT teenage high school students to gather information on their lifestyle and interests

Respondents Specifications
High school LGBT students between the ages of 14-18 years old. o Do or do not have to openly identify as LGBT
o

Research Brief
Respondents
Ricardo, 18 y.o. high school senior, gay, openly identifying o Linda, 18 y.o. high school senior, lesbian, openly identifying o An anonymous male 16 y.o. high school sophomore, closeted and identifies as questioning/bisexual*
o

Consumer Insights
Lifestyles
o

o o

As a high school student, most teenagers are beginning their social life. For high school LGBT students, its no different. Going to the movies/house parties or just hanging out with friends is the most popular thing to do. The three students we interviewed attend Miami, Braddock and Coral Reef Senior High Schools in Miami-Dade County. For all three students, family is very important. School activities are important to them as well.

Consumer Insights
Activities
o

Two of the three students are involved in the marching band

 Linda was a part of the drum line  Ricky is a member of the color guard.

o o

o o

Ricky is also involved in his FBLA club at school. Our anonymous interviewee is a member of the Student Government, his Class Board and two honor societies on campus. All three students are too involved to have jobs. They tend to be on Facebook, watching TV or reading while at home.

Consumer Insights
Interests
o o o o o o

Supporting LGBT advocates; LGBT issues Band, student activities, looking at colleges High school athletics/school spirit Maintaining friendships, going out with friends Having money to go shopping, go out Fashion (or lack thereof)

Consumer Insights
Motivations
o o o o o o

Going to college Having friends Keeping parents happy Being able to be themselves Having fun! Success

Consumer Insights
Information Needs
o o o o o

Sleekness Turn their heads if not, they wont be interested Interesting topics current issues are best If their friends are talking about it, theyll read it Dont be stereotypical
 gays arent just interested in Britney Spears and lesbians are not just interested in Tegan and Sara

Consumer Insights
Desires
o o o o o o o

Acceptance Friends Money A mentor/role model Success Education Understanding

Consumer Insights
Fears
o o o o o

Being rejected by family, friends Loneliness Bullying/violence Failure Being kept captive

The Stories

Cover Story: Lady Gaga Pop Superstar and LGBT Advocate!

Features current gay icon as less of a pop superstar and more of a advocate for LGBT Youth Focused on Gagas founding of Born This Way Foundation o Co-founded in 2011 (with her mother) to fight gay bullying in response to Jamey Rodemeyers suicide* o Official launch in 2012

Readership benefits from feeling supported by a wellknown celebrity icon Gaga is well known as a gay icon across the community It is recent news readers can learn more about the story through the article

Jamey Rodemeyer When Bullying Goes Too Far

Explores the story of Jamey Rodemeyer
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14-year-old high school student who committed suicide Parents claim years of bullying due to Jameys struggles with his sexuality took its toll

Continues to be nationally publicized Article will include info on dealing with teen bullying, warning signs for self and others

Before his death, Rodemeyer posted a blog entry for the It Gets Better campaign, saying that Lady Gagas music was his source of support VIDEO

Coming Out to Parents a How-To Guide

Advice article Many LGBT teenagers are afraid to come out to their parents because they dont know how they would respond This article will give some tips on some ways they might be able to come out and not be afraid 5 step process, including giving parents time to digest the information

LGBT in The Real World

Places LGBT teenagers among the spectrum of diverse types of youth in America It will give LGBT teenagers a source of connection with reality TV members. Featured - Pedro Zamora
o o o

One of the first openly gay men to be portrayed in popular media like the Real World. He received media coverage even past his death from AIDS, which he lived with while in the Real World house. He was the first on national TV to be open and proud of who he was and not afraid of what others may think. He was especially outspoken about his disease. Brings up opportunity for discussion about AIDS awareness and the importance of taking care of yourself.

My best friend is GAY?

A story of a teenage gay individual coming out to their straight best friend. Friendships are extremely important as a teenager If any LBGT teenager is afraid of coming out to a friend, this article will be a motivation to do something they might have been holding back. As expressed by the story, a friendship with a REAL friend will sometimes be strengthened by revealing this type of secret

OUTLoud Gays Stealing the Scene!

Recurring article series about openly identifying gay music artists and actors/actresses OR actors that play gay roles For this issue Darren Criss
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Plays as Blaine Anderson, an openly gay schoolboy, on the hit show Glee

Straight but known as a big supporter of the LGBT community Interview/background info on his life, his role and future projects
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Especially the sex scene from this season!

What else can we say Hes a heartthrob!

The Monster Ball - Contest

Contest to win tickets to one of three Lady Gaga Monster Ball shows in the US Three main markets
o o o

New York (Madison Square Garden) San Francisco Miami

Each market gives one lucky Little Monster and their guest the chance to have VIP access to the event, complete with Meet and Greet and autograph Allows reader to be surrounded by other teenagers that are just as comfortable in their sexuality as them

Questions?

FIN!Now go. Live this way.