What’s the best way for a well-known retailer to introduce its brand to a new country? Come bearing gifts. That, apparently, is Target’s strategy. In advance of its spring 2013 launch in Canada, the retail chain is laying the groundwork with PR-positive initiatives, including a push to support Canadian charities, sustainable stores, and a focus on Canadian fashion designers.
Target has pledged to give $1 million to six local Canadian charities in food, active play, education, and the arts. Visitors to Target’s Canadian Facebook page through December 9 can select any of the six charities and Target will make a $100 donation and add the donor’s photo to its “Gallery of Giving.” Facebook visitors can also specify the province where they would like the money to go. The “Give with Target” campaign just launched on November 20 and has already raised over $250,000.
Target is among the first organizations in Canada to be part of the LEED (Leadership in Energy & Environmental Design) Volume Program, which streamlines the certification process for multiple buildings of a similar type.
Finally, Target is partnering with the Toronto Fashion Incubator (TFI) in the annual TFI New Labels Design Competition for up and coming Canadian fashion designers. The winner of the competition will receive a $25,000 cash award from TFI supporter Suzanne Rogers, as well as the opportunity to create an exclusive collection to be sold in Target stores across Canada in 2014. .
Charity, sustainability, and supporting local designers. That’s the way to win over new markets.