1. COLLEGIATE EFFIE AWARDS COMPETITION – ENTRY FORM
Target Brand Challenge - “Back to College”
2015 COLLEGIATE EFFIE – TARGET BRAND CHALLENGE
1
INSTRUCTIONS: Refer to the 2015 Target Brand Challenge – Client Brief for challenge requirements and
background information. This entry from is divided into three sections: Strategic Communications Challenge & Objectives,
Idea & Execution, and Measurement Methodology. Including this cover page, you have up to 3 pages to tell your story.
You must include this cover page. Do not delete instructions; they serve as a guide for both entrants and judges. Each
section must be thoroughly addressed. Be sure to be as concise as possible. Answers must be in black, 10-point font or
higher (charts/graphs can be in color). All data, claims and facts must include a specific, verifiable source.
389923 Target On Campus
1. STRATEGICCOMMUNICATIONS& OBJECTIVES.
a. Provide information on the category, marketplace, company, competitive environment, and/or the product/service that
created your challenge and your response to it. What are the specific challenges and opportunities that the TARGET brand
faces? Be sure to provide competitive context.
b. Target Audience Insight - Provide a clear definition and insight into your target audience. Include
demographics/attitudinal/behavioral/media consumption habits.
c. Objectives and Key Performance Indicators (KPIs) – Your entry may have one or all of the following objectives: A.
Business, B. Behavioral, and/or C. Perceptual/Attitudinal. Give specific goals and relate them to your target audience.
State specific objectives for all of these that apply to your case and the tools you plan to use to measure each objective.
Provide a % or # and time frame for all objectives. Explain why these objectives are important for the brand.
a. The Integrated Marketing Campaign “Target-on-Campus,” will serve as the foundation for several interactive touch points.
Students are looking for companies that care about the consumer and offer strong connections.The three touch points will include a
monthly themed pop-up store,dorm room design competitions, and a “Target2U” application that offers food recipes, delivery and
rewards discounts.This IMC will give the impression that Target is not bounded by the walls of its stores.
b. The target market is 18-22 year-old young adults transitioning from high schoolto college. The ideal market focuses on
those attending and boarding at a four year college or university. Many of these individuals are at different stages in their college
career, ranging from deciding where to attend to preparing for graduation. The needs for each stage varies greatly. For examp le,
individuals who are beginning their college career are more likely to purchase expensive items once that will last their four years at
school.Those nearing the end of their college careers are more likely to purchase smaller ‘restock’ items and will not purch ase
many ‘big ticket’ items [1]. The “Target-on-Campus” big idea where Target comes to the student,offers a great deal of flexibility to
accommodate an expansive geographic market. This campaign will target students who are looking for convenience and
affordability. Many of these students come from a socioeconomic background that promotes price consciousness.This target market
is heavily active on social media and values accessibility, convenience,and innovation [3].
c. The behavioral objective, to change the buying habits of students,will make Target their store of choice. Within 6 weeks,
expect sales to increase by 0.57% [4] (see appendix A).This will be accomplished with social media campaigns, orientation events,
a mobile application, pop-up stores,and in-store displays. The attitudinal objectives are to persuade students to perceive Target as
their ‘one-stop-shop’.The campaign executions will highlight the desired attributes of low cost and wide variety of offerings. Brand
awareness will increase and be measured based on participation in the social media competition and application usage.The
effectiveness of the campaign can be shown by comparing the initial survey results with a survey conducted six weeks after
implementation [1].

2. COLLEGIATE EFFIE AWARDS COMPETITION – ENTRY FORM
Target Brand Challenge - “Back to College”
2015 COLLEGIATE EFFIE – TARGET BRAND CHALLENGE
2
Year 2008 2009 2010 2011 2012 2013 2014
Sales (in billions) $ 62,884 $ 63,435 $ 65,786 $ 68,466 $ 71,960 $ 72,596 $ 76,226
Estimated Sales $ 7,256 $ 7,319 $ 7,591 $ 7,900 $ 8,146 $ 8,376 $ 8,795
Percent Change 0.0% 0.9% 3.7% 4.1% 3.1% 2.8% 5.0%
2. IDEA & EXECUTION
a. What is your big idea? State in one bold sentence (so clear to judges). What is the core idea that will drive your effort
(lead your communications strategy)? This should not be an execution or a tagline.
b. Describe what led to your idea – Explain how it originated and how the big idea addressed the challenge. How was your
idea driven by target-audience insight, media-channel insight, environment insight, timing opportunity or other insight?
Detail any research that led to the insight or validated it.
c. How will you bring the idea to life (Execution)? Describe and provide rationale for your communications strategy
that brings the idea to life. Explain the three main media channels you selected and why you selected them. Efforts must
include at least two social media or emerging media executions. Demonstrate how your creative executions address the
challenge. How do your creative and media strategies work together to reach your target audience?
d. Budget allocation: List the main communications touch points for your effort and estimate the percentage (%) of the total
budget that would be allocated to each. Note: *You must show visual examples of the creative elements for the main
media channels on the 4-minute creative reel*
a. “Target-on-Campus” is an initiative to increase accessibility through campus events while heightening Target’s brand
awareness via Business-To-Consumer (B2C) and Consumer-To-Consumer (C2C) interactions.
b. The Frontline special, Generation Like, highlights the importance that millennials place on social media. Douglas Rushkoff
says “When a kid likes something on line — a product or a brand or a celebrity — it becomes part of the identity that they broadcast
to the world [3]”. The survey results and in-depth interviews revealed that transportation off-campus is a problem. “Target-on-
Campus” brings an affordable array of solutions directly to college campuses. The social media aspect will provide millennials with
do-it-yourself (DIY) ideas and other ways to integrate Target products into their everyday lives. The film, Generation Like,explains
that a social media campaign is the most effective way to reach Generation Y [3]. The marketing campaign arose from the notion
that the best way for Target to reach its’ audience is from an offsite location. The campaign is designed to place Target in the minds
of all incoming freshman and their parents.Multiple channels allow for a marketing campaign that will result in maximum exposure
to its target audience. An extensive survey,coupled with in-depth interviews, validates the campaign mission while providing a
mutually beneficial outcome [6].
c. The three main media channels include a monthly themed pop-up store, dorm room design competitions, and a “Target2U”
application. The monthly themed pop-up store will provide students with the opportunity to shop at Target without leaving their
campus. The survey showed that accessibility greatly impacts store choices.A pop-up store on campus will be themed based on the
time and date established with individual schools.The dorm room design competition allows students with a strict budget to
0.0%
2.0%
4.0%
6.0%
$-
$20,000
$40,000
$60,000
$80,000
$100,000
2008 2009 2010 2011 2012 (53 wk) 2013 2014
(anticipated)
TargetSales Projections
Sales (in billions) Estimated Sales during 6 week period Percent Change

3. COLLEGIATE EFFIE AWARDS COMPETITION – ENTRY FORM
Target Brand Challenge - “Back to College”
2015 COLLEGIATE EFFIE – TARGET BRAND CHALLENGE
3
decorate their rooms with Target products,get ideas from other students,and engage with the Target brand. Winners will be chosen
in each of the 49 states that Target is located. First place will receive $250, second place $150, and third place $100 in the form of a
Target gift card. Finally, the “Target2U” application that offers food recipes and delivery, also mitigates the accessibility concern
while encouraging students to shop at Target. Delivery vans will be purchased for one out of every five stores based on regional
traffic. There will be a point-based discount connected to the mobile application. Every time someone tweets about Target, or posts
a picture on social media through the mobile application, they will receive a point. Submissions must be a picture of the student and
their Target product. The student must use the mobile application to post to social media in order to gain credit for their purchase.
Every 25 points,the consumer earns a 1% discount,75 points earns a 5% discount,and 150 points earns a 15% discount off their
next purchase.These discount offerings can be implemented in addition to the 5% off Red Card discount.
d. Mobile Application: $50,000 [5] 0.3 %
Dorm Design Competition $24,900 0.2 %
Delivery Vans (359) $5,711,690 [2] 36 %
Pop Up Store Costs $10,213,410 63.5 %
Social Media $0 0 %
3. MEASUREMENT METHODOLOGY: How will you measure the success of your effort?
a. Detail what results you think would be achieved by the effort and how you will measure its success. Identify the
measurement methodology that will be used to determine results. Refer to your Strategic Challenge &
Objectives. Make sure you address every objective. Indicate why the results you expect are significant in the context of
your research (remember to source all research).
b. What are your pre/post measurable benchmarks?
c. What are the potential positive/negative outcomes?
d. Be sure to include any feedback you received from testing your creative work among focus groups.
a. After campaign implementation, Target should expect to see a 5% increase in sales. This is based on the chart in Appendix
A, Additionally, Target’s brand awareness will increase among college students and can be measured by the entrants into the social
media campaign, the attendees at the on-campus events,and the number of “Target2U” application downloads. A follow-up survey
at the end of September will help in measuring the success ofTarget’s new campaign. Target can compare the survey results from
the initial survey to the results of the latest survey.
b. Our pre-benchmarks include the initial survey results.Currently, over 44% of the survey respondents go to stores such as
Walmart and Bed Bath & Beyond for their college shopping needs.The initial survey showed that 56% of respondents currently s hop
at Target. Ideally, after implementation, 75% of the target audience will shop at Target [1].
c. Positive outcomes include an increase in sales and social media traffic, Negative outcomes could include students feeling
too overwhelmed and bombarded by the Target brand.
d. To better understand the target market, a sample group was compiled with freshmen students at Bryant University. A
Resident Assistant held a small discussion asking for impressions and reactions regarding the creative reel. The students agreed that
transportation hinders them from shopping at Target. They believe that the on-campus event and “Target2U”application would help
negate this challenge. Their feedback also showed that the Target vehicle, utilized during the “Target2U” delivery, is a great way to
increase sales while spreading Target’s brand image around campus. The students found the “Target2U” application to be an
innovative way to improve their buying experience. It was concluded that on-campus events and the “Target2U” application was
highly attractive to students.
1. "Back to College Survey." Survey Monkey. March 5, 2015. Accessed March 25, 2015.
https://www.surveymonkey.com/s/P3CZXN3.
2. Dao, Thi. "GM Debuts CNG Vans at Green Fleet Conference." Green Fleet. Accessed March 26, 2015.
3. Frontline: Generation Like. United States of America: Public Broadcasting Service. 2014. DVD.
4. "Item 8. Financial Statements and Supplementary Data." February 1, 2014. Accessed March 27, 2015.
https://corporate.target.com/annual-reports/2013/10-k/10-K-Part-II/Item-8-Financial-Statements-and-Supplementary-Data.
5. Thomas, Carter. "How Much Does It Cost to Develop an App?" IPhone App Marketing. March 6, 2011. Accessed March 22, 2015.
http://www.bluecloudsolutions.com/blog/cost-develop-app/.
6. Mercado, Silvana. "Back to College Shopping." Interview by Amy Mourdain. March 5, 2015.

4. COLLEGIATE EFFIE AWARDS COMPETITION – ENTRY FORM
Target Brand Challenge - “Back to College”
2015 COLLEGIATE EFFIE – TARGET BRAND CHALLENGE
4