The context
Support a media launch at every step
Launched in early 2024, Fracas is a print, digital and audiovisual media outlet dedicated to ecology, its challenges, its struggles and its schools of thought. Founded by three former members of Socialter (Philippe Vion-Dury, Marine Benz and Clément Quintard), the media outlet aims to establish itself by building a solid readership base.
To prepare for the media launch, the Fracas team called on Médianes to support them on the strategic, operational and technical fronts: a way to have visibility into the various stages of media development (pre-launch, launch, medium and long term).
Laying the groundwork: at the outset of the project, we supported the founding team in deepening their strategic vision, closely aligned with their editorial convictions. Value proposition, target audiences, distribution channels, messaging: thematic workshops helped refine and consolidate the project.
Preparing the launch: between winter and spring 2024, we created the Fracas shop website as part of its launch campaign, led by Collectif. In parallel, we developed the marketing strategy for the magazine launch and structured the newsletter.
Thinking long-term: since the founding team is small (three people), Médianes' objective is to support them in prioritizing, equip them to organize themselves, become independent, and be able to pass on skills internally for any new hires.
Marketing Strategy
Define and support the implementation of Fracas
marketing and communication strategy
As part of its launch, Fracas wants to increase its visibility and build an audience base (potential buyers and subscribers). The goal of the support is therefore to establish marketing foundations to best prepare the media's launch, during and after its pre-sales campaign.
Workshops: The support consists of thematic workshops (value proposition, target audiences, distribution channels, messaging) to refine the strategic vision. These workshops aim to build on the team's initial insights and chart a marketing direction based on Fracas's beliefs and values. The goal: to share practical cases and references, but especially to test initial recommendations to establish the marketing plan.
Marketing plan and roadmap: building on this work and data from the crowdfunding campaign, we focused on developing a comprehensive marketing strategy, both strategic and operational. Our goal was to build a sustainable ecosystem based on the Fracas community. Médianes therefore proposed various marketing action recommendations for the team to implement in order to meet the media's different objectives (brand awareness, user acquisition, retention, conversion). The deliverable—a marketing plan coupled with a roadmap for the short, medium, and long term—aims to provide a solid framework to support the team's work and improve results.
Strategy and implementation of marketing and editorial emails
Make the newsletter a cornerstone of your strategy
Following our work on the general marketing plan for Fracas, we focused our attention on the role of emails (editorial and marketing). To continue optimizing the subscription journey and strengthen Fracas's community-driven and independent identity, the newsletter emerges as a key tool in the overall strategy. We provided the founding team with a strategic plan dedicated to newsletters, along with an action plan to activate across the different media cycles. In practice: a recommendation note on the editorial newsletter (objectives, formats, sections, tone, style…) and marketing, with a focus on call-to-action sequencing, accompanied by an email planning template.
Website
Create, design, develop and launch an online store
The Médianes team was called upon to design the Fracas website for three key launch phases. A pre-campaign landing page to collect email addresses; a campaign storefront site for pre-ordering the magazine; evolving into the post-campaign site version (integration of the homepage, about page, newsletter signup page, checkout flow, etc.).
We were mobilized to create a digital platform enabling the launch of pre-sale campaigns and project presentation, as well as an online shop and payment system usable after the campaign to drive revenue growth from online sales. The mockups were created by Christelle Perrin, associate art director at Médianes.
Mentoring
Deepen support around specific needs
To continue supporting all launch-related issues, the Fracas team can request mentoring sessions from Médianes on dedicated topics (administrative, subscription model, financial, HR). Baptiste Thevelein, co-founder and head of technical matters, and Marine Doux, co-founder and head of marketing and editorial matters, are available to support the founding team.
Fracas
A media dedicated to ecological activism
Fracas is a print, digital and audiovisual media outlet dedicated to ecology, its challenges, its struggles and its schools of thought. Launched in summer 2024, Fracas is an independent, critical media outlet that aims to be useful to those who want to move beyond feeling powerless in the face of the ongoing social and ecological catastrophe.
