Industry Eye : Prospecting - Victoria's Secret, Target

Products were organized into categories a dorm dweller would understand: bedding, bath, laundry, electronics and study. In addition, the catalog had a fresh, young look that was littered with notes and doodles designed to draw readers to special deals. It also included more than $60 in savings coupons that expired Aug. 23.

Target focused on college students online and social networking sites. A callout in the catalog, for example, directed readers to “Reality Check,” an online series where scholars and parents talk to college kids about the ins and outs of college life. The “Reality Check” episodes can be viewed at Target.com or Facebook.com/target.

What’s more, the campaign included an “09 Target College Sweepstakes,” which enabled students to sign up for “college” emails or texts and immediately be entered into a sweepstakes that included $100 Target gift cards, daily prizes and one $5,000 grand prize. —Melissa Campanelli