Kathleen McEntire
Target
1154 S. Clark St. Chicago, IL, 60605 312-212-6300 Fresh Food, Grocery, Furniture, Clothing and Accessories, Pharmacy, Electronics, Starbucks, Parking garage, etc..
Audience – BCRF statistics
60605 Population
= 12,423 people 48.3% women = 6,000 women 1 of 8 women develop breast cancer = average of 750 women
Problem and Opportunity
Lack of recognition for Breast Cancer Awareness month – October Offer a line of products that benefits BCRF Educate and inform the public about breast cancer Enhance companies values beyond their current corporate responsibilities Continue with their initiative of overall wellbeing Collaborate with Vogue Fabrics and Benchmark Merchandising for sourcing and manufacturing
Vogue Fabrics/Benchmark Merchandising
Vogue Fabrics: 623-627 W. Roosevelt Road America’s
Premium Fabric Store
Benchmark Merchandising: 329 West 18th Street
Definition of Industry
Department store with fresh food, groceries and pharmacy Compete with: Wal-Mart & Sam’s Club Costco K-Mart Jewel Osco Dominick’s
Similar Programs
Ann Taylor LOFT Think Pink Ribbon NFL breast cancer awareness merchandise
Relationship Management
Weekly Flier Current
subscribers in south loop will receive an extra insert for the BCRF line, every week in October Total of 167,520 people in south loop, 1/3 receive target fliers = 50,256 Line sells 1,240 units in October Conversion = 2.5%
Relationship Management
In-Store (internal marketing) Employees
in pink polo shirts and ribbon pins Line merchandised with marketing Average of 900 daily customers Over half women = 500 Sell 60 units daily of BCRF line Conversion rate = 12%
Relationship Management
Newsletter Sent
to current card holders in their monthly statement (direct mail or email) South loop area codes only September and October 5% of customers have Target Card = 45 card users daily 45x7= 315 (all visit target weekly) 315 Personalized direct advertisements
Relationship Management cont.
Pinterest Style
breast cancer awareness pieces and “pin”
Facebook New
fans in October = $1 up to $12,000 Showcase full line of products styled
Twitter Get
third parties excited about and sharing the BCRF line
Target Customer
Female 25-40 years old Current south loop Target customer Give them something to feel good about
Retention and Acquisition
Get Target customers to come back and visit in October for an exclusive line at ONE location Achieve new customers for Target because Exclusive
to location Exclusive to Target Enhance South Loop economy
Application
Exclusive products, locally sourced and manufactured Educate consumers on BCRF Target app Social media Newsletter Flier
Kathleen McEntire