Target Back to School Event Pop-up
Client
Target - school project
Location
Greater Seattle Area,
WA, USA
Year
2022
This project is a conceptual plan for a Target pop-up experience paired with a retail campaign. The pop-up experience is a Back-to-School Celebration that would be intended for children and families from disadvantaged communities that Target retail may already serve. The purpose of this event is to bring joy to children and their families by providing school supplies and essentials they need to have a great start to a successful school year and making the experience one that gets them excited to learn. On the dual side of the pop-up there is an in-store campaign in Target retail stores that encourages other customers to engage in the Back-to-School Celebration’s purpose, and that is giving. With their purchase, they are helping to supply a child with necessary school supplies, whom will be served those supplies and necessities at the Target pop-up experience.
Research
In the Discovery and Research phase of this project, I gathered as much information about Target as I could in order to extend their existing vernacular into a pop-up experience that felt like Target but something new, exciting, and memorable. My research and ideation include my pop-up experience ideas, Target's missions, values, guiding principles, and vernacular, the Target retail store experience and also ideating the desired experience of the pop-up I was designing. Once I had solidified the concept, I began researching possible venues and locations for the event, which needed to make sense for the purpose of serving disadvantaged communities. This phase also includes my visual language work-up where I start mapping out the foundation of the pop-up's vernacular.
Narrative
What's the why?
Each new school year brings new expenses for families that need to purchase school supplies. Target has the opportunity to support the community by giving school supplies and essential needs to kids so they can have a successful school year and feel motivated to get back into the classroom. Target will have the chance to support the education and growth of the community, as well as fulfill its guiding principles of inclusivity, connection, and drive.
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This project concept nurtures the relationship and loyalty of Target’s preexisting customers. The in-store campaign brings awareness to preexisting customers by allowing them an opportunity to participate in Buy One, Give One promotion, as well as helping fuel the supply chain of the pop-up. The Back to School Annual Pop-Up reinforces the value that Target brings to communities, and it also lets Target reemphasize and establish its values each year.
Part 1
Brand Positioning and Strategy
Part 2
Competitive Landscape
Vernacular Continuum
Part 3
Comprehensive Proposal
