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Application of Communication

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Presentation of proposal for Target to
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Staffing Target Stores Presented by: Group 4 – Section 007 Drew Cymek, Katie Bennett, Arielle Pressau, Brian Austin Viral Marketing: Changing the Image of Target as an Employer Expect the Best
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Page 1: Application of Communication

Staffing Target Stores

Presented by:

Group 4 – Section 007Drew Cymek, Katie Bennett, Arielle Pressau, Brian Austin

Viral Marketing: Changing the Image of Target as an Employer

Expect the Best

Page 2: Application of Communication

Objective

To 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)

Page 3: Application of Communication

Problem

Many top candidates have a negative perception of Target as an employer.

People think of working as cashier.

Comparable to a job at Wal-Mart

Page 4: Application of Communication

Solution

Create 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)

Page 5: Application of Communication

SWOT Analysis as an Employer

Page 6: Application of Communication

In Depth Look at the ProblemPERCEPTION OF TARGET AS AN

EMPLOYER

Negative Perception

Positive Perception

Participants

Survey 25:Mix of students and recent graduates

3 Questions asked:

• What is your perception of a job at Target?

• What types of positions come to mind?

• Would you consider applying to Target?

Page 7: Application of Communication

In Depth Look at the Problem

• 17 – Cashier

• 4 – Management

• 4 – Various positions

Of the 25 participants

POSITIONS PICTURED AT TARGET

Page 8: Application of Communication

In Depth Look at the Problem

Negative perception

• Top talent will not consider employment (www.recruiter.co.uk)

• Candidates not hired elsewhere will apply – less talented

Prestigious image

• Top talent chooses prestige over pay (Vlerick Brand Management Centre, 2008)

• Increases employee morale(Pruyn, et al., 2001)

• Retains top employees(Pruyn, et al., 2001)

Page 9: Application of Communication

In Depth Look at Solution

Create 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

• Use social networking site and video sharing site

• Have a long-term effect of the image, as well as immediate ROI

• Create more knowledge of the benefits and careers available

Page 10: Application of Communication

Viral Marketing

Viral videos – the use of online videos to spread the viral marketing message

Viral Marketing – strategic use of marketing tactics delivered through media tools to stimulate spread of a message by Word-of-Mouth (Deas, et al., 2009)

The focus of the campaign will be viral

videos

Page 11: Application of Communication

Reason for Viral VideosCreate a new image of Target as an employer

There is no cost to upload

No cost to spread the video

Alternatives to change image:TV advertisingChanging uniforms

Does not change image as a retailer

Page 12: Application of Communication

Reasons for Viral Video• 5.4 billion viewing sessions in October according to comScore.com

• 68% of college grads watch online video

(PewInternet.com)

• 89% of adults viewers share videos

As a video is shared, views increase exponentially

(Dybwad, 2010)

Page 13: Application of Communication

Success of Viral VideosOld Spice Viral Campaign

Evian Viral Video

Over 160 million views on YouTube

Over 30 million views on YouTube

Page 14: Application of Communication

Implementation

The 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)

Page 15: Application of Communication

Videos: Humor

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)

Humor is essential to the success of a viral marketing campaign(Be funny or don’t even try, what makes a video go viral?, www.marketingvox.com, 2010)

Page 16: Application of Communication

Videos: Humor

Apple Target

Parodies of existing commercials and viral videos (Scott, 2010)

Reverse of original perception

Page 17: Application of Communication

Videos: Reality of Target

“A day in the life of…”Demonstrates what a leadership role is at

Target

Current employees sharing their experiences

Page 18: Application of Communication

Videos: DiversityDiversity is individuality. Target welcomes all.

Demonstrate Target’s diverse culture

Page 19: Application of Communication

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

Page 20: Application of Communication

ConclusionProblem: Target’s image as an employer is not prestigious

Solution: Create a viral marketing campaign to change the company’s image.

Results:

• Videos will promote desired image

• Top candidates will view Target as a viable option

• The image change will have long-term effects.

• Cost effective strategy to change the public perception

Page 21: Application of Communication

Works Cited

comScore. (2010, Nov 15). comScore Releases October 2010 U.S. Online Video Rankings. Retrieved November 17, 2010, from http://www.comscore.com/Press_Events/Press_Releases/2010/11/comScore_Releases_October_2010_U.S._Online_Video_Rankings/(language)/eng-US

Deas, 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-tu.researchport.umd.edu/login?ins=tu&url=http://search.ebscohost.com.proxy-tu.researchport.umd.edu/login.aspx?direct=true&db=ufh&AN=45286466&site=ehost-live

Dybwad, B. (2010, April 25). Word of Mouth Marketing – STATS. Retrieved November 17, 2010, from http://mashable.com/2010/04/25/word-of-mouth-marketing-stats/

Kleiman, R. Recruit the Best Hourly. The Workforce Institute. Retrieved November 17, 2010, from www.workforceinstitute.org/.../kleiman-recruit-the-best-hourly-06.pdf

MarketingVox. (2010, Oct 15). Be Funny or Don't Even Try. What Makes a Video Go Viral? Retrieved November 17, 2010, from http://www.marketingvox.com/be-funny-or-dont-even-try-what-makes-a-video-go-viral-047891/

Pruyn, 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-tu.researchport.umd.edu/login?ins=tu&url=http://search.ebscohost.com.proxy-tu.researchport.umd.edu/login.aspx?direct=true&db=bth&AN=5412303&site=ehost-live

Recruiter. (2010, March 17). A good name is key to job candidates. Retrieved November 17, 2010, from http://www.recruiter.co.uk/1004707.article?cmpid=REC06&cmptype=newsletter

Scott, 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 http://www.reelseo.com/viral-video-lessons-parodies-pranks-fortunate-timing/

Page 22: Application of Communication

Works Cited

Sultana, Karl. (2010). Is Viral Marketing Still Effective? Buzzle—Intelligent Life on the Web. Retrieved November 17, 2010, from http://www.buzzle.com/articles/is-viral-marketing-still-effective.html

Vlerick Brand Management Centre. (2008, Nov 3). Talent chooses prestige over pay. Retrieved November 17, 2010, from http://www.vlerick.com/en/media/press/releases/9412-VLK.html


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