About Us
The Inspiration
IvyMunro.com is God-inspired. We launched the mag in memory of our crazy, wonderful Nan Mrs Ivy Munro - a pillar of the community, proper old east-end cockney (think Nanny-Pat meets Catherine Tate she laughed hard & LOVED harder and we just thought this would be a great way to keep her name alive.
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The Content
We're a UK based, online magazine covering music, culture, lifestyle, interviews and more. We support up & comers engaged in both proactive and commercial work. We celebrate trailblazers who push the boundaries, "deviants" who challenge the status quo and creative folk who contribute to our collective consciousness through the arts; music, writing, film etc.
We have a knack for spotting early talent and although we love a good old celebrity interview, IvyMunro is primarily a platform for those doing great things 'under the radar'
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The Event Mgt & Comms Division
In an effort to combine our online offering and talent spotting with our love of live events we resurrected a new genre of conferencing...enter THE POP-CONFERENCE. What’s that I hear you say? Quite simply put a Pop-Conference is an interactive discussion & entertainment assembly with a focus on popular culture, with topics ranging anywhere from film, digital innovation, publishing to music, fashion, media influence and more. We’re currently heads-down working on a whole host of events – so watch this space!
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THE MINI CASE-STUDY
We produced a conference & evening-mixer in partnership with American TV Personality & world renowned Matchmaker Paul Carrick Brunson. The property was entitled ‘The BIG Conversation’ and served as Brunson’s introduction to the UK market.
THE AIMS
1) To introduce Paul in the UK market where the relationship sector has yet to be commercialised.
2) To establish Paul as a solid, credible industry expert amongst a young, digitally-savvy and somewhat sceptical UK audience, while maintaining the messaging of his US offering
3) Strike a happy-balance between the dissemination of hard-hitting information and all the ‘fun-stuff’ associated with relationships – thus creating an entertaining educational piece which challenges people think differently about their personal & professional relationships.
THE STRATEGY
With our shared brand values at the centre of our approach, we developed an exclusive partnership with OneDegreeFrom.Me and purposefully tapped into all relevant discussions taking place across a variety of online & offline forums. We identified the core influencers at the heart of those discussions and won their buy-in. These opinion-leaders ranged from bona fide celebrities to highly influential bloggers, public speakers and social activists.
Since Paul represents a much-needed alternative to the current “expert” opinion, we knew we had to:
(1) Place his ethos at the heart of these conversations
(2) Present him as a credible voice of authority without hijacking the discussion
(3) Create an experience where the audience would leave with a resolution and a positive lasting effect.
THE EXECUTION
With the aim of gauging public interest and gaining a more in-depth understanding of the identified market segments, we held a number of exciting focus groups and one-to-one discussions (insight + hilarity + food = winning combination)
Thereafter we drip-fed the target audience with thoughts, stats, articles and YouTube videos months before Paul’s UK arrival and the effect were immediately visible online.
We subsequently resurrected ‘The Big Conversation’: a commercialised platform for the (broadened) scope of popular discussions such as this - the first conferencing series of its kind in the UK and unarguably a groundbreaking interactive experience.
The event itself was highly-interactive and incorporated a mix of hard-hitting talks, light-hearted matchmaking (based on sound principles) panellists discussions, audience Q&A, great entertainment and a post-event mixer – we packed A LOT into 1 day and they STILL wanted more.
For a non-traditional conference we opted for an equally non-traditional venues - ‘The Benugo Bar’ (South Bank Centre) and ‘The Grand’
We promoted the event through a Grass Roots Social Media Campaign, Radio Ad’s, Radio Interviews, TV Interviews, Blog Posts & trusted Word Of Mouth.
