Client: New York University Final Marketing Project | Target | National retail brand

Role: Developed a global expansion and integrated marketing campaign concept as part of a New York University marketing program, building the strategy for a hypothetical Target launch in Australia.

Objective: Introduce Target to the Australian market while adapting the brand’s existing identity, customer experience, and product offering to resonate with Australian consumers.

Approach: Researched Target’s audience, competitors, positioning, and international market opportunity to develop a full launch strategy spanning store locations, localization, budgeting, social media, partnerships, and promotions. Concepts included an Australian coffee partnership, the #TargetAustralia social campaign, and an exclusive “Sweet As!” loyalty program designed to build awareness, drive store traffic, and encourage repeat purchases.