Application of Communication


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Application of Communication

  1. 1. Staffing Target Stores Viral Marketing: Changing the Image of Target as an Employer Expect the Best Presented by: Group 4 – Section 007Drew Cymek, Katie Bennett, Arielle Pressau, Brian Austin
  2. 2. ObjectiveTo attract the top candidates for both salary & hourly in-store positions. • Leadership • Desire to work in retail • Commitment & Loyalty • Fast, Fun, & Friendly (Barter, Theresa. Interview. 3 November, 2010)
  3. 3. ProblemMany top candidates have a negative perception of Target as an employer. People think of working as cashier. Comparable to a job at Wal-Mart
  4. 4. SolutionCreate a viral marketing campaign to change the image of Target• New image of prestige• The focus will be on salary associates• Image will attract hourly (Kleiman)
  5. 5. SWOT Analysis as an Employer
  6. 6. In Depth Look at the Problem PERCEPTION OF TARGET AS AN Survey 25: EMPLOYERMix of students and recent graduates3 Questions asked:• What is your perception of a job atTarget?• What types of positions come tomind?• Would you consider applying to Negative PositiveTarget? Perception Perception Participants
  7. 7. In Depth Look at the ProblemPOSITIONS PICTURED AT TARGET Of the 25 participants Other • 17 – Cashier Management • 4 – Management Cashier • 4 – Various positions
  8. 8. In Depth Look at the Problem Negative perception Prestigious image• Top talent will not consider • Top talent chooses prestige overemployment ( pay (Vlerick Brand Management Centre, 2008)• Candidates not hired elsewhere • Increases employee moralewill apply – less talented (Pruyn, et al., 2001) • Retains top employees (Pruyn, et al., 2001)
  9. 9. In Depth Look at SolutionCreate a viral marketing campaign to change the image of Target as an employer from an undesirable job to a prestigious career. The Viral Marketing Campaign: • Focus on viral videos • Have a long-term effect of the image, as well as • Use social networking site and immediate ROI video sharing site • Create more knowledge of the benefits and careers available
  10. 10. Viral MarketingViral Marketing – strategic use of marketing tactics delivered through media tools to stimulate spread of a message by Word-of-Mouth (Deas, et al., 2009)Viral videos – the use of online videos to spread the viral marketing message The focus of the campaign will be viral videos
  11. 11. Reason for Viral Videos Create a new image of Target as an employer There is no cost to upload No cost to spread the video Does not change image as a retailerAlternatives to change image: TV advertising Changing uniforms
  12. 12. Reasons for Viral Video• 5.4 billion viewing sessions in October according to• 68% of college grads watch online video• 89% of adults viewers share videos (Dybwad, 2010) ( As a video is shared, views increase exponentially
  13. 13. Success of Viral Videos Old Spice Viral Campaign Over 160 million views on YouTube Evian Viral VideoOver 30 million views on YouTube
  14. 14. ImplementationThe strategy of viral marketing campaign will include using several videos with different focuses to change the image. • Humor • Reality of working at Target • Diversity • Aspects of working (fast, fun, friendly)
  15. 15. Videos: HumorHumor is essential to the success of a viral marketing campaign (Be funny or don’t even try, what makes a video go viral?,, 2010) Target’s goals of humorous videos: • Generate initial buzz (Sultana, 2010) • Begin changing the image of Target • Provide visibility for other videos Launch & spread through Facebook (2 million fans)
  16. 16. Videos: Humor Parodies of existing commercials and viral videos (Scott, 2010)Apple Target Reverse of original perception
  17. 17. Videos: Reality of Target “A day in the life of…” Demonstrates what a leadership role is at Target Current employees sharing their experiences
  18. 18. Videos: DiversityDiversity is individuality. Target welcomes all. Demonstrate Target’s diverse culture
  19. 19. Videos: CultureVideos highlighting each element of Target’s culture: Fast, Fun, & Friendly A face paced environment A fun experience for employees & customers A culture focused on friendliness
  20. 20. ConclusionProblem: Target’s image as an Solution: Create a viralemployer is not prestigious marketing campaign to change the company’s image.Results:• Videos will promote desired • The image change will haveimage long-term effects.• Top candidates will view Target • Cost effective strategy toas a viable option change the public perception
  21. 21. Works CitedcomScore. (2010, Nov 15). comScore Releases October 2010 U.S. Online Video Rankings. Retrieved November 17, 2010, from e_Video_Rankings/(language)/eng-USDeas, T., Elias, T., Malden, S. (2009). Viral Marketing: Industry Insiders’ Insight on the Impact of Diffusion,Variation, and Selective Retention. Conference Paper—International Communication Association; 2009 Annual Meeting. P. 12, 15, 23. Retrieved fromhttp://proxy-, B. (2010, April 25). Word of Mouth Marketing – STATS. Retrieved November 17, 2010, from, R. Recruit the Best Hourly. The Workforce Institute. Retrieved November 17, 2010, from (2010, Oct 15). Be Funny or Dont Even Try. What Makes a Video Go Viral? Retrieved November 17, 2010,from, A., Smidts, A., Van Riel, C. (2001, October). The Impact of Employee Communication and Perceived External Prestige on Organizational Identification. Academy of Management Journal. Vol. 44 Issue 4, p2. Retrieved November 17, 2010, from http://proxy- (2010, March 17). A good name is key to job candidates. Retrieved November 17, 2010, from, Jeremy. (2010, July 23) Viral Video Lessons Round Up: Parodies, Pranks, And Fortunate Timing. ReelSEO: The Online Video Marketers Guide. Retrieved November 17, 2010, from parodies-pranks-fortunate-timing/
  22. 22. Works CitedSultana, Karl. (2010). Is Viral Marketing Still Effective?Buzzle—Intelligent Life on the Web. Retrieved November 17, 2010, from Brand Management Centre. (2008, Nov 3). Talent chooses prestige over pay. Retrieved November 17, 2010, from
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