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JCPenney Marketing Campaign Overview
- 1. @
- 2. 3 5 Table of Contents EXECUTIVE SUMMARY page 2 READY SET GO page 3 CREATIVE MESSAGE page 13 MEDIA page 18 1 12
- 5. Market Segments “They may all be alike… but they aren’t all the same” 4 What makes them alike: Whatmakesthemdifferent
- 6. Competitive Analysis “They want your money and JCP’s” 5 Functional Emotional Brand Emotional Link
- 7. Research Research Objectives & Strategies We carefully: Research Strategies Perception = Reality 6
- 8. What we discovered Sample Focus Group Comments Positives: Negatives: 7 68% Yes 26 % Doesn’t matter 6% No 49% Bland When you hear JC Penney what do you think of? 21% Thrifty Would you shop at JCPenney name brand clothing?
- 10. Marketing What we need to do… Objectives Marketing Opportunities: Strategic Executions 9
- 11. 10 Marketing
- 12. Creative Brief Target Audience 11 Central Edge Communications Creative brief Whether online or in-store, JCP gives you design, fashion, and quality with an enjoyable experience. By renewing JCP’s style indentity we build a sense of discovery and affordabliltiy for our customers making us America’s shopping destination. Every Day Matters To members of our target market, women ages 25-34 and consumers establishing shopping patterns for the future, JCP is the department store that gives them design, fashion and quality with an enjoyable experience. JCP builds a sense of discovery and affordablitly as it becomes America’s shopping destination. Purpose: to acquire and retain female customers ages 25-34, increase their shopping frequency, and grow their share of wallet. Creative oppurtunity: Create a new perception of jcp that incorporates a memorable and iconic symbol that conumers can identify with in a fun and distictive way. To remind consumers that you can get “what you want @ jcp”
- 13. Creative Message 12 Central Edge Take-Away Message - Campaign 2012 “Whether online or in-store, jcp gives you design, fashion, quality and an enjoyable experience. By renewing jcp’s style identity, we build a sense of discovery and affordability for our customers making us America’s shopping destination. Central Edge Positioning - Campaign 2012 “To members of our target market, women ages 25-34 years old and consumers establishing shopping patterns for the future, jcp is the department store that offers design, fashion and quality with an enjoyable experience. jcp brings a sense of discovery and affordability, as it becomes America’s shopping destination. JCPenney Positioning Value Proposition Marketing Campaign 2011 Marketing Campaign 2012 “Every Day Matters” Style & Quality “New Look, New Day, Who Knew?” “What You Want @ jcp “We Make it Affordable, You Make it Yours” Evolution of a creative concept
- 14. Creative Single idea around which campaign communication is based: 13 what you want @
- 15. 14 Creative Prices that aren’t rough on your wallet.
- 16. 15 Creative Life long dreams come with a price tag.
- 17. 16 Creative
- 18. 17 Media where are you? Media Objectives Media Strategies High Impact States
- 20. Media 19 Websites and blogs NON-TRADITIONAL / DIGITAL/ SOCIAL Digital Media Social Media What you want
- 21. Media Web Series Online Social Community 20 On-Line Advertising MOBILE: “What you want to wear today” weather app
- 22. Media Calendar 21 Traditional: TV: Spot: Magazines: Out-of- Home: Theatre: Mall: Online: Twitter: Online Mags: Mobile:
- 23. 22 Relationship Opportunities jcp Public Relations jcp Fashion Advisory Board jcp Fashion Blog “Style For Life” Fashion Week
- 24. Relationship Opportunities 23 jcp Best Dressed Budget Fashionista List After School Program Addition – A.C.T. o o @cquire Card Participants
- 25. Relationship Opportunities 24 INTERNAL PUBLIC RELATIONS Employee YouTube Contest Pay-It “For-Red” In-Store experience & Sales Promotion The In-Store Experience
- 27. Smartphone App 26 Navagation RED ROOM MY STORE REGISTRIES TAG READER VIDEO
- 28. Relationship Opportunities 27 PARTNERSHIPS / ENDORSEMENTS Fashion / Style Lines Entertainment / Celebrity Endorsements / Product Lines
- 29. Design your Future Home Paint The Mall Red: Red Room Concierge 28 Relationship Opportunities paintthemallRED
- 33. 32 The Team Executive Board Advisors Team Members Special Thanks