Capturing the Grad Market Using Digital Marketing Tools

Yorkdale Shopping Centre has done well with creating a true targeted marketing campaign to capture the interst and purchasing decisions made by the lucrative grad market.

In April they began with an online questionnare to engage the teen market.  In March they launched the amazing prom dress web module at www.yorkdale.com/promology and now they are closing the loop with an online contest asking teen buyers to upload a picture of themselves in their prom dress.  This contest will award 2 lucky winners with a $500 gift certificate.  This is an excellent model for retail marketers to follow.