issue at hand. For instance, during the election we may provide up-to-date information about each candidate running for presidency. -The Herald will also provide special links to local places of interest such as a list of restaurants, local events, and places to visit. FRINGE MARKETING1. Objectives To keep customers from Miami-Dade County.To build a positive image in Broward county in order to get readers of competitors newspapers to switch to the Miami Herald.To introduce The Herald in South Palm Beach in order to increase distribution in that county. 2. StrategiesMerchandisingRetailers of Miami-Dade, Broward, and South Palm Beach will obtain incentives to make The Herald more visible to consumers.Free packaged items will be given away outside of Publix when subscribing to the Miami Herald in Broward and South Palm Beach.Free subscription for one month will be given to new customers of local cable companies in South Palm Beach.Sponsorship of eventsIn the sponsorship of events, we will work in conjunction with the Public Relations department.Sponsorship to enhance The Miami Herald's image. It is important that the events we sponsor match with the audience we are trying to target. For example, sponsoring a golf tournament in West Palm Beach would serve our purpose.Sponsor job fairs at Universities in Broward and Palm Beach County. We want to this to create an additional appeal towards the products image-the link between academics/intellect and choosing the Herald.PackagingAltering the product to create local editions for Broward and South Palm Beach counties by customizing the daily supply of information printed. Every county will have its own edition with its own newspaper format. The line Broward edition, South Palm Beach edition and Broward edition will appear below the name of the newspaper “The Herald”. PERFORMANCE EVALUATION PLANWe will evaluate results on the basis of the following changes in The Herald produced...
