Ad Campaign: Target

50th Anniversary Celebratory Line for TARGET ®

TARGET ®

HISTORYHISTORYn 1881, banker and real estate investor George D. Dayton, a New York native, decided to explore and research the growing markets in the midwest.

Through his exploration, he decided Minneapolis offered the strongest growth opportunities. He then purchased land in Minneapolis and started the

Dayton Dry Goods Company, which was later renamed the Target Corporation. The Dayton Dry Goods Company quickly became known for its

dependable merchandise and fair business practices.

IIn 1950, Dayton purchased Lipman's Department Store Company in Portland, Oregon. This department store was not integrated with Dayton's existing

enterprise, but it was operated as a separate company. Dayton named his first store Southdale and opened it in Edina, Minnesota in 1956. It was the first

fully enclosed department store. In 1962, the Dayton Company ventured into the world of discount merchandising with its first Target discount store in

Roseville, Minnesota. Dayton's new subsidiary, the Target stores, were all operating in Minnesota. At the time there were four locations.

In 1966, Target went national by opening its first stores outside of Minnesota in the Denver metro area. Target Stores, along with its holding company

Dayton-Hudson, has since flourished in the industry that it operates in. Eventually in 2000, Dayton-Hudson changed its name to Target Corporation, with

the Target chain of stores as the main source of the company’s sales. Presently, Target Stores now has 1,770 retail stores all over the United States.

company profilecompany profile

arget is an upscale discounter that sells high-quality, on-trend merchandise at reduced prices. Target stores are clean, large and guest-friendly.

There are 1,763 Target stores in 49 states. They also do business online at Target.com. TThe first Target store was opened in Roseville, Minn. in 1962. Its goal was to provide customers with convenient shopping and competitive discount

prices. To this day, Target continues to give their customers a place for a one-stop shopping experience. They do so by selling differentiated merchandise.

Target is the second largest general merchandise retailer in America. Target's online store, Target.com., is ranked as one of the most visited retail Web

sites.

What sets Target apart from other discount retailers is its innovation. From being one of the first to collaborate with designers to constantly being

recognized for exquisite store design, Target continues to focus on what its guests' need. To avoid becoming outdated, Target regularly reinvents its

stores. Layout, presentation and merchandise assortment is continually being changed to create an overall inviting shopping experience for its guests.

Customer profileCustomer profileSegmentation Types/Bases Illustrative Categories

Geographic SegmentationRegion North, east, south, westCity Size 50,000-8,391,881Population density Urban, suburban Climate Hot, temperate, cold

Demographic SegmentationAge 16-64Gender Female, maleHousehold size 1 or more personsIncome $40,000 and up Occupation ProfessionalEducation College graduate

Sociocultural Segmentation Culture American, European, AsianReligion Agnostic, Atheist, Buddhist, Catholic, ChristianityNational origin African, American, British, Chinese

Race African American, Caucasian, Oriental Social Class Middle-class Marital status Single, married, divorced Psychographics Savvy

Affective and Cognitive Segmentation Degree of knowledge ExpertBenefits sought PrestigeAttitude Positive

Behavioral Segmentation Brand loyalty Undivided loyaltyStore loyalty Undivided loyaltyUsage rate Light, medium, heavyUser status Current user, potential userPayment method Cash, creditMedia usage Magazines, online, televisionUsage situation Work, home, vacation

CONCEPTCONCEPT012 marks Target's 50th anniversary, and they've never been better. In the years since their department store roots evolved into discount-store

savvy, their innovations lead to retail revolutions. So in 2012, we celebrate Target's legacy with a nod to their past and a look ahead to exciting

new things to come in the world of discounted fashion. The first Target store opened its doors in 1962, but the retailer didn't go national until

1966. The Now & Then collection will take you back to Target's younger years with designs heavily influenced by the most popular style of the swinging

60's (Mod).

2We will stay true to the lighting, styling, color palate, typeface and layouts seen in advertisements from the 1960s. Target normally advertises their

designer partnerships in magazines, and although this is not a collaboration line, we believe it is important in its own way and deserves to be in popular

fashion magazines like Vogue, ELLE and Harper's Bazaar.

For each season, Target will design a new collection influenced by a decade in time since the company's start. After Spring 2's mod line, Target will design

a collection influenced by the 1970s for Fall 1. Fall 2 will include a collection created with design elements from the 1980s and Spring 1 will be inspired by

the 1990s.

Magazine company profilesMagazine company profiles

Vogue is a fashion and lifestyle magazine that is published monthly in 19 national and one regional edition by magazine publisher CondéNast. It is known

as the world's most influential fashion magazine. Vogue's editor-in-chief, Anna Wintour, gained her position in 1988 and is credited for giving the

magazine a high status and reputation among fashion publications.

Elle is a magazine that highlights the latest trends in fashion, runway shows, street style, culture, life and love. The magazine's target audience primarily

consists of women who want to stay in the loop when it comes to everything current. Elle readers typically have a fashion focus.

Harper's Bazaar is an American women's fashion magazine. It was first published in 1867. The magazine's target audience is members of the upper-

middle and upper classes. Bazaar's style is sophisticated and chic. They claim to be the resource for, “women who are the first to buy the best, from

casual to couture.”

Media Buy TimelineMedia Buy Timeline

Vogue ELLE Harper's BazaarJanuary 4 page spread 4 page spread

FebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecember

4 page spread

4 page spread 4 page spread 4 page spread











Media Buy BudgetMedia Buy Budget

2 page spread: $132, 181 x 2 = $264, 3624 page spread: $128, 216 x 4 = $512, 8645 page spread: $128, 216 x 5 = $641, 0806 page spread: $125, 572 x 6 = $753, 432

2 page spread: $148, 270 x 2 = $296, 5404 page spread: $148, 270 x 4 = $593, 0805 page spread: $148, 270 x 5 = $741, 3506 page spread: $148, 270 x 6 = $889, 620

2 page spread: $111,195 x 2 = $222, 3904 page spread: $111,195 x 4 = $444, 7805 page spread: $111,195 x 5 = $555, 9756 page spread: $111,195 x 6 = $667, 170

storyboardsstoryboards1960s1960s

1970s

1980s

1990s

photo estimate photo estimate BRITTANY NATTIER PHOTOGRAPHY

2307 West North Ave. #3Chicago IL [email protected]

Service # of Units Price

FeesPhotographic fee $2,000Casting/Scout fee $60Travel Fee $20Prep Fee $400Usage $18,000

CREWHair 1 $100Makeup 1 $150Stylist 2 @ $50/hr. $1,400

DIGITALDigital Production $500Retouching fee 5 $250 per shot

TALENTTalent (adult) 1 $1,000 includes agency feeTravel (talent) $20

MISCELLANEOUSCatering 4 $10 for lunch

STUDIOPaint $20

WARDROBERental $500

RENTALLenses $45Grip Equipment $500Studio $750Digital Equipment $200

Prints $20

CDs $16CD Accessories $10

TOTAL ESTIMATE $27,101

final invoicefinal invoiceBRITTANY NATTIER PHOTOGRAPHY

2307 West North Ave. #3Chicago IL [email protected]

FeesPhotographic fee $2,000Casting/Scout fee $60Travel Fee $10Prep Fee $350Usage $18,000

CREWHair $100Makeup $150Stylist x 2 $900

DIGITALDigital Production $500Retouching fee $1,250

TALENTTalent (adult) $1,000Travel (talent) $5

MISCELLANEOUSCatering $10 for lunch

STUDIOPaint $40

WARDROBERental $1,788

RENTALLenses $0Grip Equipment $0Studio $0Digital Equipment $0

Prints $40

CDs $16CD Accessories $10

TOTAL INVOICE $26,189

total costtotal costItem Amount Cost Per Item Total Cost

11x14 Portfolio 1 Portfolio / $15.00 each $15.00 x 1 = $15.00 $15.00

White Paper 40 sheets / $20.00 for 500 sheets $0.04 x 40 = $1.60 $1.60

Printer Ink Laser Printer / $40.00 $40.00 $40.00

Assembly Time 20 hours / $25.00 an hour $500.00 $500.00

CD Labels 3 sheets / $18.00 for 50 sheets $0.36 x 3 = $1.08 $1.08

CD Cases 4 Cases / $1.00 each $1.00 x 4 = $4.00 $4.00

Photo Shoot Fee 1 Photo Shoot / $26,189.00 $26,189.00 x 1 = $26,189.00 $26,189.00

Advertising Fee 123 ads / 129,484.00 $129,484 x 123 = $15,926,637.00 $15,926,637.00

Total: $15,953,387.68

Documents

Ad Campaign: Target