Eric Hausman: Senior Group Manager, Public Relations, Target
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This document describes A Bullseye View, Target's online magazine that provides original reporting and engaging content about the company to media, influencers and customers. It aims to tell the complete Target story through executive perspectives, brand partnerships, style news and more. Content is distributed across owned channels as well as through influencers and paid promotion to build the magazine's audience. The goal is to better connect all aspects of Target's business and brand.
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Eric Hausman: Senior Group Manager, Public Relations, Target
- 1. A BULLSEYE VIEW Engaging Target ’s Guest in New Ways April 10, 2014 www.abulllseyeview.com @ABullseyeView @EricH424
- 2. 2
- 3. ABOUT A BULLSEYE VIEW
- 4. O N L I N E M A G A Z I N E — D I G I TA L S H OWC A S E 4 Target’s online destination for news and features about merchandise, partnerships, creativity and thought leadership. Original reporting, interviews, videos, infographics and photography.
- 5. 55 Executive perspectives Company news + initiatives Brand history Corporate social responsibility Fashion collaborations Style news Expert tips Food + Target Test Kitchen Health + well-being Home décor Entertaining Seasonal + holiday Music + entertainment partners Target racing + Target athletes Movies/music/ DVD exclusives Red carpet Live events Target in the field T E L L I N G T H E C O M P L E T E TA R G E T S TO RY ABV connects media, influencers and guests with a more complete, richer Target story by covering everything from corporate news to recipes.
- 6. AU D I E N C E — I N F LU E N C E R H U B 6 Our audience comprises reporters, lifestyle bloggers, celebrities, partners, Target executives and “super spreader” guests.
- 7. Mktg Lifestyle /Sports Archives Events Style CSR C R O S S - C O M PA N Y S TO RY M I N I N G Draws content from across the company. Multi- channel Multi- cultural Social Product Design & Develop ment 7 Merch. Human Resources Stores
- 9. A B U L L S E Y E V I E W : ‘ B E H I N D T H E S C E N E S ’ a t TA R G E T The site takes readers into the “green room” and backstage of all that’s happening at the brand, from corporate reputation to fashion and style news. 99
- 10. A B U L L S E Y E V I E W : ‘ B E H I N D T H E S C E N E S ’ a t TA R G E T Target paid homage to 50 years of the Sports Illustrated Swimsuit issue with a limited-edition golden anniversary collection. A Bullseye View visited the Sports Illustrated studio to chat with Swimsuit issue editor MJ Day about the designs. 1 0 1 0
- 11. L AU N C H H U B — B R E A K I N G N E W S S O U R C E 11 Offers a visually engaging home base for major brand announcements.
- 12. S H A R A B L E : U N I Q U E , H E L P F U L C O N T E N T Stories designed for instant web sharing and pickup 1 2 1 2
- 13. E X PA N D E D E D I TO R I A L : L E V E R A G I N G I N F LU E N C E RS 1 3 1 3
- 14. T H O U G H T L E A D E R S H I P — E X E C U T I V E P E RS P E C T I V E S 14 Provides a safe platform for executives to ease into the spotlight. Often spurs positive coverage:
- 15. I S S U E S M A N A G E M E N T — R A P I D R E S P O N S E 15 Allows Target to quickly get information out to guests.
- 16. 1 6 1 6 B R A N D E D U C AT I O N – A R C H I V E S
- 18. B U I L I D I N G A N AU D I E N C E — M O B I L E F I RS T 18 A new, responsive design prioritizes mobile users and visual storytelling.
- 19. B U I L D I N G A N AU D I E N C E : OW N E D, PA I D, E A R N E D 1 9 Owned Paid Earned
- 20. B U I L D I N G A N AU D I E N C E : C A L L S TO A C T I O N 2 0 2 0 Share Comment Follow @ABullseyeView Subscribe to e-newsletter & SMS alerts
- 21. O U T B R A I N — C O N T E N T D I S T R I B U T I O N 21 Outbrain favors high quality content and polices for articles that are too promotional, serving as a great syndication tool for content that features high profile names, such as executives or celebrity partners, or evergreen tips and trends.
- 22. I N T E R N A L P R O M OT I O N — E N C O U R A G E S H A R I N G 22
- 24. 2 4 M OV I N G F O R WA R D : O P P O R T U N I T I E S • Better integration across the company • Target.com • Social channels • SEO • Continue to evolve to meet our guests’ needs • Photo hub promotion