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.

1. Corporate Sustainability Campaign Proposal
M.T.A. Media Inc.

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. Current Situation
Millions Of Already Loyal Customers
New Rollout Of Green & Organic Target Brand
Products
Monthly Corporate Volunteerism Projects
*June 2011 NTZE Survey

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. 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. 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. 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. 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. Product
Features & Benefits
Organic and Green Products
Consumer Makes Positive Environmental Impact
Upon Purchase
Competitively Priced With Equal Features To
Name Brands

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. Target Audience
Young Adults (College Age - Mid Twenties)
Women 30-50 (Mothers)
Families

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. 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. Creative Execution
Radio Promotion of Monthly Volunteer Events
Coupon For Sustainable Target Brand Products
Promoted Social Media Posts Highlighting Events

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. 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. Coupon Draft

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. Media Vehicles
High Reach & Frequency
Local Targeting
Great To Attract “Soccer Moms”
That Are Often Busy Traveling
Radio & Billboards

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. 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. 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. 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. Budget
10%
25%
40%
20%
5%
Coupons Social Media
Radio Billboards
Event Samples
Overall Spend:
$2.5 Million

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. 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. Corporate Sustainability Campaign Proposal
M.T.A. Media Inc.