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Target Corporate Sustainability & Organic Product Line Campaign Proposal

This project for my advertising course was centered around creating an fictional advertising campaign proposal for Target. The goal was to promote both corporate sustainability practices as well as the launch of the new Target-branded organic product line. In the proposal, we identified the audience; noted the campaign strengths, weaknesses, & threats; provided sample radio copy and other marketing samples; and suggested an ideal media calendar for scheduling marketing efforts.

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Target Corporate Sustainability & Organic Product Line Campaign Proposal

  1. 1. Corporate Sustainability Campaign Proposal M.T.A. Media Inc.
  2. 2. Agenda 1.Assess Target’s Current Situation 2.Campaign Objectives, Strengths, & Weaknesses 3.Brief Product Explanations 4.Audience Demographics 5.Creative Execution & Media Vehicles 6.Suggested Media Calendar & Budget Breakdown 7.Benchmarks and Evaluation Methods
  3. 3. Current Situation Millions Of Already Loyal Customers New Rollout Of Green & Organic Target Brand Products Monthly Corporate Volunteerism Projects *June 2011 NTZE Survey
  4. 4. campaign objectives Promote Sustainability in Target Stores Foster Consumer Involvement Increase Public Awareness of Community Service Boost Sales of Target’s Sustainable Product Line
  5. 5. Campaign Strengths The “Green Revolution” is a current global trend Target has a preexisting “green” brand and monthly sustainability events A Survey of New Zealand Consumers Showed: 50% of the respondents said sustainability influences their choice of provider or brand.* *2011 ShapeNZ Survey of 1811 Consumers
  6. 6. Campaign Weakness The “Green Revolution” is only just gaining foot in U.S. Promotions must also be attractive to those less concerned with sustainability for a successful campaign. Recent Surveys Found that… Sustainability is not top-of-mind for most US consumers – quality is.* *June 2011 NTZE Survey
  7. 7. Campaign opportunity Corporate Advertising Through Sustainability Promotion Can Lead To Consumer Advocacy More Eco-Conscious Customers Means Greater Likelihood Of Supporting Future Target Efforts
  8. 8. Campaign Threats Growing Sustainability Concern Has Competitors Releasing Comparable “Green” Products Advertising Efforts Must Be Memorable To Foster Top- Of-Mind Awareness For Target
  9. 9. Product Features & Benefits Organic and Green Products Consumer Makes Positive Environmental Impact Upon Purchase Competitively Priced With Equal Features To Name Brands
  10. 10. sustainability Features & Benefits Target Gives Back To Local Efforts Volunteerism Projects Increase Company Goodwill Project Events Allow For Easy Promotion Of New Responsible Target Products
  11. 11. Target Audience Young Adults (College Age - Mid Twenties) Women 30-50 (Mothers) Families
  12. 12. Young Adults *www.dosomething.org Ages 18-25 Emphasis on Private Schooled Persons North America Previous Interest In Sustainability & Volunteerism Create Brand Loyalty Before Entering the “Real World” DoSomething.org National Survey Shows Private Schooled Young Adults Are Up To 30% More Likely To Volunteer*
  13. 13. Moms & Families Women Ages 30-50 All Income Brackets Community Involved & Family Oriented Family Atmosphere at Volunteer Events Target Products For All Members of the Family
  14. 14. Creative Execution Radio Promotion of Monthly Volunteer Events Coupon For Sustainable Target Brand Products Promoted Social Media Posts Highlighting Events
  15. 15. Radio Copy Hi, My name’s (insert name) and I’m a Target employee passionate about helping the community in which our stores thrive. Every month, we give back by supporting local garbage cleanups, volunteering at schools, and partnering with charitable organizations like The United Way. I invite you to help Target give back to the community on (Insert Date) as we collect and recycle used paper products from community schools to help keep our Earth clean! For more information on events near you visit target.com/volunteer
  16. 16. Radio Copy Should Come Across as an Announcement, Less of an “Advertisement” Demeanor Mass Reach To Community Easy To Inform Consumers About Volunteer Events Repetition Promotes Brand Recall & Drives Traffic To Website - i.e. Further Opportunity To Convert
  17. 17. Coupon Draft
  18. 18. Coupon Draft Handed Out With Every Purchase High Discount Creates Urgency To Act Sales Discount Will Prompt Immediate Purchase After Attending an Event Promotes Brand Switching
  19. 19. Media Vehicles High Reach & Frequency Local Targeting Great To Attract “Soccer Moms” That Are Often Busy Traveling Radio & Billboards
  20. 20. Media Vehicles Precise Targeting Younger Age Appeal Large User Base More Attention To Individual Ads Versus Long Ad Breaks on Traditional Radio Internet Radio
  21. 21. Media Vehicles Social Media High Percentage Of Target Audience Uses Social Media Connect With Consumers Where They Spend Most Of Their Time - On Social Media Websites Sharing & Promotion Features Stretch Budget Farther For Many More Impressions
  22. 22. Media Vehicles Samples at Events Small Samples to Interested Consumers Low Cost, Low Risk Great to Accompany Coupon - Creates a Sensory Experience Around the Products and Target’s Events
  23. 23. Media Calendar Media Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Local Radio Targeted Internet Radio Billboards Social Media Coupon Distribution Low/None Intermediate/Regular Levels High Intensity Intensity Levels Legend
  24. 24. Budget 10% 25% 40% 20% 5% Coupons Social Media Radio Billboards Event Samples Overall Spend: $2.5 Million
  25. 25. Evaluation Promoting Sustainability & Volunteerism Events Lead Capture at Events Via Check-in Kiosk Measure Non-Employee Attendance During Heavy Media Schedule Look For an Overall Increase in Gross Attendance as Well as Repeat Attendees
  26. 26. Evaluation Boost Sales & Awareness of Target Brand Products Survey Event Attendees on Satisfaction and R.F.M. Compare 2014 Quarterly Sales to Find Increases
  27. 27. Corporate Sustainability Campaign Proposal M.T.A. Media Inc.

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This project for my advertising course was centered around creating an fictional advertising campaign proposal for Target. The goal was to promote both corporate sustainability practices as well as the launch of the new Target-branded organic product line. In the proposal, we identified the audience; noted the campaign strengths, weaknesses, & threats; provided sample radio copy and other marketing samples; and suggested an ideal media calendar for scheduling marketing efforts.

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