TARGET

TARGET Digital Marketing StrategyLiz Jorgensen

Company History & Overview:-1902, the Dayton Dry Goods Company, today known as TARGET was founded.-1960, The company takes first steps towards a new mass-marketed discount store targeting value-oriented shoppers.-1975, First Target Ad appears in Sunday Paper

High Quality On-Trend Affordable Prices

Target Market: Women Age 18-35 College Students Trendy Shoppers Young families with children

Goals:Increase consumer engagement &

establish an engaging and approachable voice to build ads and create a culture of

consumers around.

Develop a mobile application for shopping that incorporates likes an interest from

various layers of social media.

Competitors: Wal-mart & Meijer

Digital Marketing & Social Media Campaign

for TARGET Corporation.

Promote conversation and curiosity around Target retail stores through a multi layer social media and digital campaign to establish and promote the culture of high quality and latest

trends at low prices.

Facebook Strategy - Optimize content. - Spotlight expanded produce & grocery department. - Promote new and featured products. -Encourage participation in Customer Loyalty program. Pinterest

Engage with consumers. Follow fans pins and offer pins related to new TARGET product releases, fashion, DIY crafts and home décor ideas.

Social Media

Social Media Monitoring: use to follow conversation about TARGET brand, recognize audience and to identify time of day most users are utilizing each platform to produce content at peak times.

Blog: Highlight featured & New products. Announce Annual Sales & Discounts. Feature product designers as Guest Bloggers.

YouTube Channel: Keep weekly Video Blogs featuring Health & Beauty and DIY tutorials.

Google Adwords Campaign

Mobile Applications-Retail Locator-Scan to Check-In feature

-Social Shopping GuideUses multiple social media content from public likes and interest to pins on Pinterest, Google Trends , +1 on Google friends and circles to compile interest lists, which offer ideas for products to buy for yourself, friends and family members.

Invest in a long term Google Adwords Campaignto maximize Search Engine Rankings.

Suggested Items From

Budget Proposal

Amount $

Facebook Social Media $200,000

YouTube/ V-Blog Social Media $500,000

Blog Social Media $100,000

Web Applications $900,000

Google Adwords Campaign $250,000

Future Development $50,000

Google Analytics Free Service Metrics of Success

$0

Total: 2Million

Increase consumer engagement through developing Social Media, community relations and enacting a Google Adwords campaign. A portion of the budget will be saved for future

opportunities or the modification and further development of current campaigns.

Timeline Overview

Jan-March

April-June

July-Sept

Oct - Dec

Google Adwords

Social Media

Mobile Applications

Shopping Guide App

Metrics Measure Succes by tracking:-Mobile App Traffic-Pins on Pinterst-Shared Facebook Content-Twitter Followers

-Use Google Anayltics to monitor and generate monthly reports of all social media account traffic.