Integrated Marketing Communication Case Study

You are the Communication Manager for Target Canada.
You have been tasked with developing an integrated marketing communications campaign for the launch of the company in Canada. How will you do it?

ASSIGNMENT #4
BY:

1. Prepare a communication plan that clearly explains your objectives (business and communication) and the communication strategy (target audience and key message) you will use.
2. Identify and explain what media (TV, online, print etc.) you would use to promote your message? Outline the

INTEGRATED
MARKETING
COMMUNICATIONS
CAMPAIGN

Our promise to you:
Expect More.
Pay Less.

relative mix (e.g. importance) of each of your media choices in your overall plan with some allocation of a
budget.
In 2011, Target acquired the leaseholds of 189 locations operated by Hudson's Bay
Company's (HBC) Zellers discount chain, with the intent to use 125 of these sites to open
Target stores in 2013. On March 5, 2013, three Target stores in Milton, Fergus and Guelph,
Ontario were opened to the public and operating as test stores, and a further 17 stores in
Ontario opened on March 19, 2013. Four additional stores in Ontario were opened on March
28, 2013, followed by a number of openings in Western Canada in 3 provinces on May 6,
2013. Target opened more stores in four provinces including cities in Regina and Saskatoon on July 16, 2013. On September 6, 2013, Target Canada opened more stores between
September 17 and October 18 including the provinces of Quebec and Nova Scotia. On
October 28, 2013, Target Canada opened 33 locations between November 13 and November
22, including the provinces in New Brunswick, Prince Edward Island, Newfoundland and
Labrador, St. Catharines, Ontario and in Sherbrooke, Quebec. By 2014, all stores that have not been opened are expected to be fully operational.

3

SWOT ANALYSIS
Strengths
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