target digital marketing presentation

Hannah Everett, Amy Henson, Adam Krochak, Jaime Lapa,

Kathleen Nelson and Kyle Taylor

Target Bundle Up

agenda

1. Situation analysis2. Target customer3. Communication objectives4. Creative strategy5. Digital integration plans

situation analysis

• Our biggest competition: Amazon and Wal-Mart

• Core customer: savvy, value-conscious women (30-something)

• Challenges: unpredictable stock; seasonality; lost margins due to mark-downs; customer mentality

who we’re talking to

communication objectives:Encourage mom to buy her kid’s winter gear earlier in the season

from Target

Encourage winter jacket purchases via bundling of winter

accessories for kids

Keep mom coming back to Target

Bring awareness to seasonal bundle promotions for her kids

creative strategy

the Target Bundle Up story:

We all hate the winter. It’s cold, your kids are getting cabin fever and the driveway needs to be shoveled. We’re here to help you get your family ready for winter – sooner – so you can be ready when the first chill hits. Target Bundle Up aims to save mom money, keep the kids warm and help make the impending winter a little less dreadful.

our voice:Here to help and

empathetic. (we know, we don’t love the

cold either.)

our niche: Easy to use,

in-store digital integration.

Cartwheel® integration

Welcome to Target Bundle Up! With each winter accessory you buy your kids before November 21st, receive a percentage off of their winter coat. More than one kid? Swipe to the right to keep track of everyone, within app.

Tweet #TargetBundleUp for additional savings!

Complete the bundle, and receive an exclusive access code to our Vevo concert series with Taylor Swift and One Direction. Also, you will be entered for a chance to see the concert live.Get started

now!

goal within app

• Seamless integration into Cartwheel® app

• Barcode scan at check out will check off bundle items and apply various discounts to child’s jacket

• Completion of full bundle access concert code and potential to win tickets to Target Bundle Up concert

• Potential for seasonal roll-over (spring, summer and fall bundles)

#TargetBundleUp

twitter tactics

• Build awareness of Target Bundle Up

• Sync Cartwheel® app to Twitter account

• Reinforce usage of #TargetBundleUp from October 1 – November 21, 2014

• Encourage consumer interaction

• Retweet and respond to energize consumers to purchase bundle

There is nothing cuter than a bundled up kid in the winter! Tweet us your favorite pictures #TargetBundleUp

Target Bundle Up Concert Series

Target and Vevo present:

Target Bundle Up Concert Series

with Taylor Swift and One Direction

Chicago:11/17Detroit:11/18Philadelphia: 11/19Boston:11/20New York:11/21

Target Bundle Up Concert SeriesCombining use

of the Cartwheel®

app for winter apparel savings

and concert series

sweepstakesCharacteristics of the Concert Series:

Week-long series of shows in 5

major US cities

Smaller, exclusive venues (~2,500

people per show)

Taylor Swift and One Direction to appeal to youth

market

Vevo interactive interface

@taylorswift13 Have you been getting along with @Harrystyles this week?? #TargetBundleUp

Yes @adt456! Harry and I are good friends now! #TargetBundleUp

mobile app screenshots

Chicago, IL

Choose your city:

Philadelphia, PA

Detroit, MI

Boston, MA

New York, NY

Check your inbox! You’ll receive an

email with your Vevo access code soon.

You have been successfully entered into

the Target Bundle Up Concert

Series Sweepstakes!

advertising on twitter

Complete the #TargetBundleUp and enter for a chance to win tickets to our concert series with @taylorswift13 & @onedirection in 5 different cities!

Complete the #TargetBundleUp and receive an exclusive access code to watch @taylorswift13 & @onedirection live on Vevo 11/21

@taylorswift13 & @onedirection will be hosting live Q&A’s all week during the #TargetBundleUp concert series! Stay tuned for dates and times…

digital ads

mobile/web ads

• Build awareness of Target Bundle Up and Bundle Up concert series

• Set weather-sensitive dynamic trigger at 40°

• Display on sites relevant to Mom using mobile and web

Premium

relevant sites

a bundle that gives back

Target bundles up a kid in need

benefits outweigh costPros Con(s

)1. Get shoppers in early 2. “Grow Up with Target”3. Re-use leads to a)

persistent branding and b) good publicity

1. Giving away gift card• However, gift card

is not valid until March 1 of the next year, so purchasing is shifted to next season, and customers are prompted to return

parents tend to support charitable and sustainable interests, and potential local partnerships are prevalent nationwide

#TargetBundleUp: Summary

Get mom shoppers in sooner

Reinforce negative

perception of winter with

empathy

Reach moms with App,

Twitter®, and idea of giving

back

Appeal to kids (and

mom?) with concert series

Potential for longevity via

seasonal rollover

All accomplished via key media:

1. Cartwheel® App2. Twitter®3. Display and Mobile Ads4. Vevo®