The Target 'Back to College' Campaign Offers Students the Essentials
Michael Hemsworth — August 22, 2013 — Marketing
References: college.target & crnchy
Targeting a demographic that's eager to hit the stores, the Target 'Back to College' campaign is looking to offer freshmen students everything they need to make it through their first or the next year in their undergrad career. The Target 'Back to College' campaign encourages students to go online to the big box store's website to create their own virtual checklists to print and carry with them to the store.
As the school year is fast approaching, the Target 'Back to College' campaign is a fantastic exercise in expertise by the brand because it specifically speaks to those with expendable resources. By targeting late teens/early twenty-somethings, the Target 'Back to College' campaign is able to get parents into the stores as well to pay for all the necessary goodies.
As the school year is fast approaching, the Target 'Back to College' campaign is a fantastic exercise in expertise by the brand because it specifically speaks to those with expendable resources. By targeting late teens/early twenty-somethings, the Target 'Back to College' campaign is able to get parents into the stores as well to pay for all the necessary goodies.
Trend Themes
1. Freshman-focused Campaigns - Target's 'Back to College' campaign targets freshmen students with everything they need for their undergrad career.
2. Virtual Checklists - Target's campaign encourages students to create their own virtual checklists online to print and bring to the store.
3. Expendable Resource Marketing - Target's 'Back to College' campaign speaks to late teens/early twenty-somethings, who have expendable resources, and gets parents into stores through product availability and necessity.
Industry Implications
1. Retail Industry - Retailers can take advantage of the back-to-college shopping season by targeting students and their families with products and services that fill their needs and wants.
2. Online Retail Industry - Online retailers can capitalize on the virtual checklist trend by offering similar features for students to create their own lists and make purchases online.
3. Education Industry - Colleges and universities can partner with retailers to offer Back-to-College essentials for their students and promote their brand in the process.
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