Campaign Brief: Target Zero Eco-Friendly Store Launch
Expect More, Pay Less
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1. Company Background and Product: Target, a leading retail corporation, is launching its first all eco-friendly store in Riverbend, Columbus, Ohio as part of its 2030 sustainability initiative. The store, Target Zero, offers a curated collection of products from beloved brands like Burt’s Bees, Pacifica, and Grove Co., with packaging designed for reuse, refillability, or made from recycled materials.
2. Target Audience: Environmentally-conscious consumers, sustainable lifestyle enthusiasts, families, and individuals who prioritize eco-friendly shopping choices.
3. Ad Placement: Out-of-home (OOH) media including billboards and bus shelter ads in the Riverbend area, electronic newsletters, online platforms, and social media channels such as Instagram. Additionally, a blog post on the Target website will feature details about the eco-friendly store launch and initiatives.
4. Goal: Increase awareness of Target Zero store launch, promote sustainable shopping practices, and enhance Target’s image as a leader in eco-friendly retail.
5. Reason for the Ad: To inform the local community about the opening of Target’s first all eco-friendly store, highlight its sustainability initiatives, and encourage consumers to shop consciously.
6. Competition: Walmart, Costco, The Kroger Shop, Earthganics, Good Land Brand, Amazon, Whole Foods, Fill More Waste Less.
7. Single Minded Thought: Embrace sustainability effortlessly with Target Zero – your destination for eco-friendly shopping solutions.
8. Execution Requirements:
– Paid: OOH media elements including billboards and bus shelter ads strategically placed around Riverbend, Columbus.
– Earned: Feature articles in local newspapers or environmental magazines covering Target Zero store launch and sustainability efforts.
–Shared: Instagram campaign consisting of four posts focusing on Target Zero store launch, sustainable products, and environmental impact.
– Owned: Press Release and Electronic newsletters to Target’s customer base, featuring exclusive offers and information about the eco-friendly store launch.