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2011 UCLA JC Penney Planning Book

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2011 UCLA JC Penney Planning Book

  1. 1. table of contents 2. TABLE OF CONTENTS 16. ONLINE PRESENCE 3. INTRODUCTION 17. ONLINE PRESENCE 4. EXECUTIVE SUMMARY 18. ONLINE PRESENCE Research & Planning 19. PRINT 20. IN-STORE EXPERIENCES 6. RESEARCH OBJECTIVES & 21. IN-STORE EXPERIENCES & METHODS ON THE GO 7. CULTURAL CLIMATE 22. EVENTS 8. MARKET LANDSCAPE 23. GIVEAWAYS 9. BRAND ESSENCE 24. PARTNERSHIPS 10. TARGET PROFILE 25. PARTNERSHIPS Media Plan 11. TARGET PROFILE 12. BRAND STRATEGY & POSITIONING 27. MEDIA OBJECTIVES & STRATEGY Creative Strategy & 28. CAMPAIGN CALENDAR & Executions BUDGET 29. MEDIA RATIONALE 14. CREATIVE STRATEGY 30. MEASUREMENTS OF SUCCESS 15. “ONE DRESS” COMMERCIAL & EVALUATIONS 31. CONCLUSION 32. SOURCES & CREDITS 2
  2. 2. introduction Eager to make an impact. Passionate and Optimistic. Articulate and Savvy. She loves who she is. Today’s woman is empowered. She’s paying off her Graduate loans, she’s Our campaign aims to reveal that JCPenney (JCP) can effectively cater to wearing that something new as she walks down the aisle, she’s choosing the needs of every woman, independent of where she is now and where to change lives before she changes diapers. With a demanding schedule, she aspires to go. Whether change is taking place around her or within her, !"#$!%&'(&)!%*+%,-&+!*,%&+.%/0+!,&+,')%1+.!%+#(%(&)!%,0%&!!#-,%"#-%2+*32#% we understand that today’s woman admirably manages the pressures of presence onto the world. Everything she does is an extension of her constant adaptation. The last thing a woman needs is the additional stress /0+1.#+,%!#'45,"#%(&)%!"#%(0-6!7%,"#%(&)%!"#%'*8#!7%,"#%(&)%!"#%!"09!:% of wondering whether her suit jacket will withstand her next interview, if her trusty coffee-maker will break down in the middle of the night, or if the But amidst her strength and charisma, she also experiences the very real purchases she makes are truly worth her hard-earned money. Retail should &+.% 8#-)% 82'+#-&;'#% <0<#+,!% 04% &+=*#,)% &+.% !#'4>.02;,5,"#% <0<#+,!% +0,%<#-*,%&%(0<&+$!%/0+/#-+%+0-%!"02'.%*,%"&8#%&%0+#>!*?#>1,!>&''%!,-&,#@):% where she curls up in her favorite sweater, drinks her homemade coffee, We see JCP as the optimal department store that catches women on their and snuggles with her favorite bed pillow. 0(+%,#-<!7%("#-#%,"#)%/&+%!"09%/0+1.#+,')%,0%'*8#%/0+1.#+,')7%&+.%,"#+%;#% on their way. Most department stores, specialty stores, and brands sell prepackaged *.#+,*,*#!%,0%,"#!#%(0<#+%("0%&-#%6##+')%&(&-#%04%,"#*-%2+*32#%9#-!0+&'*,*#!% and lifestyles, their strengths, and areas for improvement. But while those stores dwell on idealized appearances, JCPenney’s sincerity has the emotional connection that stands out. JCPenney. You’re on your way. 3
  3. 3. executive summary With a handshake and a warm smile, the interviewer leads Jennifer through the lobby In the age of Facebook and Twitter, ,0% ,"#% #=*,:% A"#% !,#9!% 02,% *+,0% &% /-*!9% ;-##?#% &+.% ,&6#!% &% .##97% !&,*!1#.% ;-#&,"7% &+% electrifying tingle building in her toes. Expression is Everything. Transition. Our target consumer welcomes new, inexpensive, and convenient ways to express herself. For Jennifer’s generation, connection and expression inject beauty and %B,$!%,"#%/#+,-&'%,"#<#%04%&%(0<&+$!%'*4#%("#+%!"#%1+.!%"#-!#'4%;#,(##+%,"#%&@#!%04%CD% meaning into everyday life. This connection is expected from friends and family and, and 34. Life during those ages consists of a whirlwind of decisions, changes, friends, as the Internet continues to increase our connectedness, it is also expected from the and family. Jennifer is on the cusp of a new job, and her friends are switching careers, brands we interact with. changing living spaces, getting engaged, having children, and everything in-between. Jennifer’s life, like those of her peers, is characterized by strengthening her self-identity Early into our research, we found that JCPenney has struggled to kindle an emotional in the context of rapid decision-making and change. connection with the women in our target demographic. Jennifer’s generation mostly sees JCPenney as dull, outdated, unfashionable, and cheap. However, our research Living in the post-recession economy has taught Jennifer the importance of value, &'!0%-#8#&'#.%!0<#%90!*,*8#%1+.*+@!:%EFG#++#)%"&!%<&.#%<&H0-%!,-*.#!%&!%&+%0+'*+#% &+.% !"#% '08#!% ,0% ;-&@% &;02,% 1+.*+@% ,"#% ;#!,% .#&'!% 0+% +#(% .-#!!#!% &+.% 02,1,!:% A"#% retailer and is well-established and well-known. encompasses the concept of multiplicity, playing numerous roles in her daily life. She’s well past the confusion of her teenage years and now understands both who she is and JCPenney has the foundation and the potential to return to its previous status as a top who she wants to be. department store, but for this to happen, there need to be major changes. JCPenney’s ;-&+.%*!7%&+.%"&!%;##+%40-%32*,#%!0<#%,*<#7%*+%&%!,&,#%04%.#/&):%I0%/0++#/,%(*,"%,"#% target demographic, JCPenney needs a spark. It needs a connection. To connect to 02-%,&-@#,%.#<0@-&9"*/7%(#%<2!,%1-!,%2+.#-!,&+.%,"#<:% 4
  4. 4. research & planning
  5. 5. research objectives & methods P2-*+@% &% D><0+,"% ,*<#% !9&+7% Q.,#&<RR% *<9'#<#+,#.% &+.% /0+.2/,#.% /0<9-#"#+!*8#% )#,% !2//*+/,% -#!#&-/"%,0%#'2/*.&,#%,"#%(&)%CD>JK%)#&->0'.!%9#-/#*8#7%.*!,*+@2*!"%&+.%*+,#-&/,%(*,"%,"#%-#,&*'%*+.2!,-):% % The following research methods establish our conceptions of the transitional individual, allowing us to !,-&,#@*?#%02-%#=#/2,*0+!%,0%<&=*<*?#%#41/*#+/)%&+.%/0+@-2#+/)%("*'#%<&*+,&*+*+@%&(&-#+#!!%04%02-% target’s values. Research Objectives: Research Strategies Understand the JCP culture and where JCP 1. Industry Research: 2. Primary Holistic Research: 3. Brand Awareness Research: stands among its competitors Analyzed proprietary research reports Shadowed and interviewed shoppers Held in-depth focus groups (using Identify major cultural factors that affect the and press releases to understand for over 4 months to observe consumer selected participants that are target /2',2-&'% 4&/,0-!% ,"&,% *+M2#+/#% ,"#% shopping behaviors during normal well-represented in the target's target, industry trends, and competitor and holiday periods and to pinpoint age group) to ascertain brand Discover the mindset, values, lifestyle, and strategies. the reasoning behind consumer &41+*,)% &+.% &(&-#+#!!% 04% EFG% &+.% behaviors of the target purchases and store preferences. /0<9#,*,0-!% &<0+@% CD>JK% )#&->0'.% %N*!*,#.%CO%EFG%!,0-#!%&+.%/0<9#,*,0-%% females. Learn the target’s shopping behavior and the stores on the East and West Coast to Interacted with JCP customer service %% 4&/,0-!%,"&,%*+M2#+/#%*, ascertain similarities and differences and sales associates in-store and Conducted content analyses of JCP between store environments, sales online to gauge JCP’s treatment of and competitor social networking Recognize the target's perceptions of and and promotions, and customer customers. sites, such as Facebook, Twitter, attitudes about the JCP brand service. and YouTube, to cohesively identify Hosted a nationwide survey that popular trends and preexisting B+1',-&,#.% 0+'*+#% /0<<2+*,*#!% 8*&% garnered responses from 6,689 notions of department store brand blogs, message boards, and chat participants to examine our target’s attitudes. room groups to discern perceptions personalities, shopping mentalities, of the department store industry and lifestyles, values, and perceptions their brands. of JCP and other department and ;02,*32#%!,0-#!: L=&<*+#.% 9-01'#!% 04% 02-% ,&-@#,% 0+% online dating sites such as eharmony. com and match.com to understand and categorize how women portray themselves through online social media. 6
  6. 6. cultural climate What We Want, Multi-Sensory Media The Recovering Economy When We Want It The economic crisis is causing many Americans R%<*''*0+%*G&.!%(#-#%;02@",%(*,"*+%,"#%1-!,%%%% Facebook has <0-#%,"&+%DOO%<*''*0+%&/,*8#%2!#-! to postpone some major life decisions, including %%%%%%%%CS%.&)!%0+%,"#%<&-6#,:% having children, getting married, and getting a -Steve Jobs divorce. B+%Q2@2!,%CORO7%&99-0=*<&,#')%TDU%04%V:A: Twitter '0@!%&+%&8#-&@#%04%DD%<*''*0+%,(##,!%.&*') mobile devices featured touchscreen input. of all Americans describe themselves as "the - Millenial Media kind of person who always looks for ways to %%%%%KOU%04%,*<#%0+'*+#%*+%,"#%V:A:%*!%!9#+,%%%%%% save money." social networking, playing games, B+%E&+2&-)%CORR7%2!#-!%!9#+,%&+%&8#-&@#% -Nielsen blogging, and emailing. Corporate Social Responsibility of 667 minutes using smartphone applications. Zynga, maker of social networking -Wireless Intelligence games Farmville and Cityville, raised 2/5 BP's brand satisfaction score plummeted from %%%%%XR%<*''*0+%,0%.0+&,#%,0%,!2+&<*%-#'*#4%*+%% U.S. households will have a RW:R%,0%>RJ:W%*+%,"#%,(0%<0+,"!%40''0(*+@%,"#%0*'% Japan within 36 hours. JP>IN%;)%CORK: !9*''%.*!&!,#-7%-#M#/,*+@%&%+#@&,*8#%9#-/#9,*0+% -Nielsen -IMS Research of BP’s lacking corporate responsibility and honesty. -BrandIndex The Organic Connection Cultural Takeaway Q!%04%A#9,#<;#-%CORO7%<0-#%,"&+%J7OOO% photos were uploaded and shared per minute to Flickr. Enhanced social connections through technology has made individuals -Flickr hyper-connected. DOU%04%Q<#-*/&+%B+,#-+#,%2!#-!%&-#% %%%%%WRU%04%<0;*'#%9"0+#%2!#-!%6##9%,"#*-%% Entertainment is becoming an interactive and multi-sensory experience, with expected to contribute to UGC. %%%%%9"0+#%(*,"*+%&-<$!%-#&/"%CKYZ: technologies such as touchscreens, 3DTV, augmented reality, and webcam-style -Tech Crunchie gaming on the rise. With 3.6 million users, texting is the Q!%04%P#/#<;#-%COOW7 most widely used data application on Open access to multitudes of information creates an environment in which people the planet. want to know about others and want others to know about them. Consumers are engaging with social media and user-generated content now more than ever before. %%%%%[#,M*=%"&!%08#-%CO%<*''*0+%<#<;#-!%*+%%% of the most popular online the U.S. and Canada. I#/"+0'0@)% "&!% /-#&,#.% &% +#(% ;-##.% 04% 9&-,*/*9&,0-)% /0+!2<#-!:% L32*99#.% (*,"% video content was Time spent viewing video online from social media tools to publicly praise and criticize products and services, consumers user-generated. %%%%%"0<#%&+.%(0-6%*+/-#&!#.%;)%KDU%*+%% now demand and expect companies to be transparent, authentic, and honest. -Flickr one year. -Nielsen 7
  7. 7. market landscape Market Landscape Takeaway To differentiate itself from the competition, JCP must rebrand itself to demonstrate its unwavering commitment to its customers, simultaneously JCP must manifest its greatest strength--the brand commitment of its customers--which will simultaneously showcase its understanding of and connection with its consumers. Each department store has a prepackaged tone and identity and has a slogan ,"&,%@*8#!%,"#%/0+!2<#-%&+%0-.#-:%%I"#!#%&'*#+&,0-!%'#&8#%&+%09#+%!9&/#%40-%EFG%,0%#<;0.)%,"#%4-*#+.')]%,0+#%04%^&'<&-,%("*'#%<&=*<*?*+@%,"#%!,)'#%&+.%32&'*,)%!,&+.&-.!%04%_&/)$!%,"-02@"%*,!%+#(#!,% business plan--its fast fashion. JCP must also maximize its strong online presence in order to broadcast JCP’s brand commitment. 8
  8. 8. brand essence BRAND PERSONALITY BRAND EMOTIONS Strengths: JCP is viewed as being down-to-earth and well-rounded. Strengths: JCP exudes emotions of assuredness and satisfaction. Threats: JCP lacks the boldness and reliability of Target and Macy’s. Threats: Unlike Target, which is found to be comforting in nature, JCP is labeled as detached and boring. 9
  9. 9. ,&-@#,%9-01'# Mindset Personality The Transitionals Confident Self-Expressers V+'*6#%,"#*-%)02+@#-%/02+,#-9&-,!%("0%.#1+#%,"#<!#'8#!%,"-02@"%;-&+.%*.#+,*,*#!7%,"#!#%(0<#+%&-#%<0-#%/#-,&*+%04%,"#*-%0(+% %^#% .#1+#% 02-% ,&-@#,% <&-6#,% 04% CD>JK% )#&->0'.% 4#<&'#!% &!% ,"#% *.#+,*,*#!%&+.%/-#&,*8#')%&!!#<;'#%&!9#/,!%04%,"#%<&,#-*&'%(0-'.%,0%1,%,"#*-%0(+%!#'4>/0+/#9,: “transitionals.” The transitionals are in a constant state of change, navigating through adulthood by traversing through pivotal life events Budget-Conscious Decision-Makers such as higher education, engagement or marriage, young motherhood, These women are smart about their spending, prioritizing must-buys and scouting for the best deals. They will, however, indulge +#(%/&-##-!7%&+.%1-!,>,*<#%"0<#0(+#-!"*9:%`-#32#+,')%9-0<9,#.%,0% ,"#<!#'8#!%*4%,"#)%/0+!*.#-%,"#%32&'*,)%04%&%9-0.2/,7%!#-8*/#7%0-%#=9#-*#+/#%(0-,"("*'#:% make important decisions, the transitionals alternate between feelings of accomplishment and feelings of insecurity. While in the prime years Ambitious Multi-Taskers 04% ,"#*-% '*8#!7% ,"#% ,-&+!*,*0+&'!% 4#&-% ,"#% JO>)#&->0'.% <*'#!,0+#% &+.% I"*!%.#<0@-&9"*/%*!%.-*8#+%,0%!2//##.%*+%&''%&-#&!%04%,"#*-%'*8#!7%*+/'2.*+@%,"#*-%4&<*'*#!7%/&-##-!7%9#-!0+&'%1,+#!!7%&+.%"#&',":% ;#)0+.7%("*/"%,0%,"#<%!*@+*1#!%'#!!%,*<#%&+.%4#(#-%0990-,2+*,*#!%,0% Although they fear failure, they set high short-term and long-term goals, aiming only for the best. actualize their life goals and make their mark on the world. Despite their insecurities, the transitionals steer their own course with youthful Tech-Savvy Connectors #+#-@)%&+.%*+40-<#.%&<;*,*0+7%&.09,*+@%<2',*9'#%-0'#!%&+.%&/32*-*+@% To actively maintain relationships with close friends and family, these women embrace emerging social media in all of its forms. ,"#*-% 0(+% ;#'0+@*+@!% ,"&,% 1,% ,"#*-% !9#/*1/% 9#-!0+&'*,*#!7% 8&'2#!7% &+.% I"#)%&-#%&%9&-,%04%,"#%1-!,%@#+#-&,*0+%,0%/0<9-#"#+!*8#')%2!#%*+,#-+#,7%<0;*'#7%,#'#8*!*0+7%&+.%-&.*0%,0%!,&)%29>,0>.&,#%0+%/2--#+,% lifestyles. Above all, the transitionals desire a sense of authenticity and events and entertainment. !#'4>(0-,"7%!,-*8*+@%,0%;#%/0<40-,&;'#%*+%,"#*-%0(+%!6*+7%/0+1.#+,%*+%,"#*-% decisions, and to be taken seriously by others. Perpetual Planners [#&-*+@%0-%!2-9&!!*+@%,"#%JO>)#&->0'.%<&-67%,"#!#%(0<#+%4##'%,"#%9-#!!2-#%,0%&/"*#8#%&+.%!2//##.%("*'#%&80*.*+@%/0!,')%<*!,&6#!:% Thus, they plan far ahead and evaluate multiple possibilities to ensure that they are making the best decisions. Pivotal Life Transitions Intimate Relationships Motherhood Home Ownership Higher Education Early Career The average age for a woman to get The average age for females to I"#% &8#-&@#% &@#% 40-% &% 1-!,>,*<#% B+% COOS7% KTU% 04% 4#<&'#!% CD>JK% % B+% COOS7% &<0+@% (0<#+% CD> <&--*#.%40-%"#-%1-!,%,*<#%*!%CT7%&+.%,"#% "&8#%,"#*-%1-!,%;&;)%*!%CD: home buyer is 34. received a college-level education, JK7% ZK:DU% (#-#% '&;0->40-/#% % average age for remarriage is 34. /0<9&-#.%,0%JZU%04%<&'#!%CD>JK: participants. - National Institute of Q99-0=*<&,#')%DKU%04%4#<&'#!%&@#.% Q;02,% CRU% 04% ,"#% KO% <*''*0+% CD> Labor Relations CKU% 04% (0<#+% &@#.% CD>JK% &-#% % CD>CW% &+.% ZJU% 04% 4#<&'#!% &@#.% 34 year-olds in the United States The most popular Master’s /0"&;*,*+@7% /0<9&-#.% ,0% CCU% 04% JO>JK% "&8#% /"*'.-#+:% Q;02,% "&'4% 04% <08#.%*+%COOW7%("*/"%&//02+,!%40-% Degrees for women are Business B+%-#/#+,%)#&-!7%(0<#+%CD>JK%"&8#% (0<#+%&@#.%JD>JW:% ,"#!#%(0<#+%"&8#%R%0-%C%/"*'.-#+:% &;02,%RYJ%04%&''%<08#!%*+%+&,*0+(*.#: Administration, Education and shown the biggest career growth of Social Work. any group in the world. -Suzanne `0-% (0<#+% &@#.% CD>JK7% KWU% &-#% _0,"#-!% &@#.% CD>JK% /0+!,*,2,#.% B+% CORO7% JWU% 04% CD>JK% )#&->0'.!% F0'.4#&,"#-7%/'0!#C'08#:/0< married college graduates, com- ROU% 04% ,"#% ,0,&'% 4#<&'#% 9092'&,*0+% were living with their parents while I"#%<0!,%9092'&-%P0/,0-&,#%Y% 9&-#.%,0%DRU%04%<&--*#.%+0+>/0''#@#% &@#.%CD%)#&-!%0-%0'.#-%*+%COOS:% KJU%(#-#%'*8*+@%*+%,"#*-%0(+%"0<#!:% Professional Degrees for Women account for slightly less graduates. women are Law, Medicine (MD) and than half of all pharmacists in the Pharmacy. V:A:%&+.%#&-+%&;02,%SDU%&!%<2/"% as their male colleagues. RO
  10. 10. ,&-@#,%9-01'# Target Profile Takeaway Despite leading busy lives, Transitionals are able JCP must establish an engaging, reliable, to stay one step ahead of the game with the help and accessible brand personality that of technology. They know what they want and invites rather than forces participation in what they’re doing. It’s JCP’s job to support them. order to meet our target’s expectations. RR
  11. 11. brand strategy & positioning ^*,"%*+!*@",!%4-0<%,"#%/2',2-&'%/'*<&,#7%<&-6#,%'&+.!/&9#7%;-&+.%#!!#+/#7%&+.%,&-@#,%9-01'#%!#/,*0+!7% we were able to build an effective brand position and strategy for JCPenney. The Tone First and foremost, JCP must: Develop an emotional connection that accurately portrays JCP’s philosophy and values. %% %L!,&;'*!"%&%2+*32#%9#-!0+&'*,)%,"&,%*!%-#'&,&;'#%,0%CD>JK%)#&->0'.%(0<#+: The Big Idea In order to establish a stronger connection and personality, JCP will showcase its most relevant quality — its practical understanding of each woman’s individuality. JCP will show that it is both reliable and accessible to all women in our demographic by: Consistently highlighting the importance of the individual consumer through ad executions. Maintaining an honest and dependable relationship with consumers based on their individual needs. The How The campaign will leverage JCP by connecting to the transitionals. JCP will display their understanding of the Transitionals’ pivotal life stages by: a*8*+@%,"#<%,"#%32*+,#!!#+,*&'%-#,&*'%09,*0+!%,"&,%,"#)%+##.%,0%!2990-,%,"#<%,"-02@"% times of both accomplishment and insecurity. Creating participatory spaces and opportunities for consumers to validate and solidify their identities as they progress through the stages of life. RC
  12. 12. creative strategy & executions
  13. 13. creative strategy The Big Idea: “You’re on your way.” Concept: “You’re on your way,” is a positive maxim The voice – JCPenney. -#M#/,*+@%0+%,"#%2+*8#-!&'%.*-#/,*0+%&+.% The subject – You. motivation that the Transitionals embark on, no matter what their stage in life may be. Allowing JCPenney as a brand to participate in and supplement the demographic's very real and JCP focuses on the core values of honesty, personal life transitions. reliability and ease of service. Look: The goal is simple. JCP customers must realize that JCP Real. Organic. Quick, unaltered cares about their individuality glances into real people’s lives. and uniqueness in the various roles they perform. Tone: While other retail competitors may focus on Supportive. Reassuring. Heartfelt. pushing a certain style or identity on their /'*#+,#'#7%EFG%#<;-&/#!%,"#%2+*32#%8&-*&,*0+% JCP products are made for real people and the within the target demographic in terms of style, imperfect world they occupy. Their lives do not follow aspirations, and personal needs. a predetermined or linear path, and each individual makes the ups and downs uniquely their own. B+%,*<#!%04%!,-#!!%&+.%*+&.#32&/)7%,"*!%29'*4,*+@% JCPenney celebrates these distinct paths rather than &41-<&,*0+%(*''%!#-8#%&!%&%-#<*+.#-%04%&%(0<&+$!% imposing their own pre-packaged vision of who these innermost perception that she is on her way. women should be. RK
  14. 14. executions TV Spot: “One Dress Fits All” DELIVERABLES The progression of a single JCP dress throughout the many stages of a woman’s life. A heartwarming look at how the small things have such tremendous meaning in our lives. A"0,%4-0<%,"#%1-!,%9#-!0+%9#-!9#/,*8#%*+%!"0-,%/'*9!%(*,"02,% words. SUBSTANTIATION JCP will show that they understand the realistic role that clothes play in a woman’s lives, compared to other retailers who stress ever-changing fashion styles. Advocating for this standout message will tap into the budget-conscious mentality of our demographic while showcasing how timeless and versatile JCP pieces are. PLACEMENT %b41/*&'% /&<9&*@+% '&2+/"% .&,#c% SK,"% Q++2&'% Q/&.#<)% Q(&-.!:%JO>!#/0+.%!90,!%0+c%SK,"%Q++2&'%Q/&.#<)%Q(&-.!d% network shows-The Bachelor, Dancing with the Stars, _0.#-+%`&<*')7%P#!9#-&,#%e02!#(*8#!d%/&;'#%!"0(!>%IfF$!% Say Yes to the Dress, Lifetime’s Project Runway, and Bravo’s g#&'%e02!#(*8#!%4-&+/"*!#d%&%8*.#0%!,-#&<*+@%&.%40-%,"#!#% programs on Hulu.com, Pandora.com, and the network websites. RD
  15. 15. online presence Web/TV: “You Made It” Web: Youreonyourway.com DELIVERABLES DELIVERABLES “I’m on my way to the mountains...to a big JCP’s landing page will be transformed into interview...to parenthood.” JCP website visitors an open-ended search tool where women can can use their own self-shot videos with a provided explore JCP’s offerings in a whole new way. template to make a professionally produced video Type anything: “cocktail party,” “black and gray,” shareable anywhere online. A collection of the “interview.” The results: cocktail dresses and best clips will air in a commercial on New Year’s "0!,#!!%@*4,!7%*,#<!%,&*'0-#.%,0%,"&,%!9#/*1/%/0'0-% Eve with the added message: “You made it.” /0<;*+&,*0+7%&+.%02,1,!%,0%*<9-#!!%&+%*+,#-8*#(#-% accompanied by a blog post for great interview SUBSTANTIATION tips. With this new organic search tool, JCP will This UGC commercial is made for our customers 044#-% ,"#% 9#-4#/,% 02,1,7% @*4,7% 0-% &.8*/#% 40-% &+)% by our customers and lets anyone and everyone occasion. become involved with the JCP “You’re On Your Way” campaign, fostering a connection with the SUBSTANTIATION brand. Sometimes people don’t know exactly what they’re searching for. JCP’s new search page will offer a PLACEMENT distinct and innovative search option where not Call for video submissions on campaign site every result is a product to be bought. JCP wants beginning on launch date. Airing on the last week to help their customers get exactly what they need. 04% #&/"% <0+,"% 0+% TJ7OOOh% .*@*,&'% 02,>04>"0<#% !/-##+!%*+%CO%<&H0-%/*,*#!:%%f0/&,*0+!%04%!/-##+!% PLACEMENT *+/'2.#% -#!,&2-&+,!7% ;&-!7% "#&',"% /'2;!7% 041/#% On JCPenney.com from beginning to end of ;2*'.*+@!7%@&!%!,&,*0+!7%&+.%,&=*%/&;!:%%Q%1+&'%IN% campaign cycle. commercial broadcast during Dick Clark’s New Year’s Rockin’ Eve. RT
  16. 16. online presence Partnership: Norah Jones Web: “Making A Mend” Facebook: Virtual Style Facebook: My JCP DELIVERABLES DELIVERABLES DELIVERABLES DELIVERABLES Don’t throw away that coffee-stained Every woman has goals (what they are F2!,0<#-!% (*''% /-#&,#% 2+*32#% 02,1,!% In the My JCP game on Facebook, users shirt. Instead, pull up JCP M.D. on your ultimately “on their way” to) and JCP wants 0+'*+#% *+% EFG$!% N*-,2&'% b2,1,% F-#&,0-% will build and manage their own JCP store. '&9,09% 0-% (#;>#+&;'#.% 9"0+#% ,0% 1+.% ,"#% to hear about them via personal videos that complement each week’s featured Players stock their virtual departments right diagnosis for whatever is ailing your or narratives on JCP.com. Shoppers will 9*#/#% 04% /'0,"*+@:% I"#% ,09% ROO% 02,1,!% (*''% from an up-to-date selection of JCP items. apparel. Learn how to sew a button, hem be able to browse these posts and vote be displayed on the JCP Facebook page As game players successfully reach to a pant leg, or even turn that old skirt into on their favorites. Every three months the &+.% !"099#-!% (*''% ;-0(!#% 02,1,!% ,0% 80,#% higher levels, they will expand their store something completely new. highest ranked post will be used by Norah for their favorite by “liking” it. At the end to include more departments and items. Jones as inspiration for a new single. 04% #&/"% (##67% ,"#% 9#-!0+% ("0!#% 02,1,% Aside from enjoying this social game on SUBSTANTIATION receives the most “likes” will be deemed a its own, our demographic will be excited to %i)% #+/02-&@*+@% /2!,0<#-!% ,0% 1=% !<&''% SUBSTANTIATION JCP Fashionista and will receive the entire (*+%&%-#(&-.!%/0290+%40-%#8#-)%18#%'#8#'!% 9-0;'#<!% &+.% ,0% 1+.% +#(% 2!#!% 40-% The Norah Jones partnership ensures that 02,1,%40-%4-##:%b,"#-%/2!,0<#-!%(*''%-&/#%,0% played. their clothes, JCP shows that they’re customers feel recognized by JCP. The ;#% 0+#% 04% ,"#% 1-!,% DOO% 9#09'#% ,0% ;2)% ,"#% not about throwaway fashion. Having contest encourages consumer participation /0<9'#,#% (*++*+@% 02,1,% &,% &% .*!/02+,#.% SUBSTANTIATION a retailer encourage customers to not &+.%*+,#-&/,*0+%&+.%;00!,!%0+'*+#%,-&41/%40-% price. Women in our demographic age group always buy something new will show a our tech-savvy demographic, but above all &-#% ,"#% <0!,% 4-#32#+,% !0/*&'% <#.*&% @&<#% stark difference between JCP and other radiates warmth and positivity. SUBSTANTIATION players, so sponsoring a Facebook game companies and will show that JCP really Online shopping becomes fun and is an effective and engaging way to connect understands the lives of their money- PLACEMENT engaging when customers visualize and with them. Also, incorporating actual JCP conscious demographic. Call for submissions on campaign site .#!*@+% 02,1,!% /#+,#-#.% &-02+.% &% !9#/*1/% items will showcase what’s on trend and beginning on launch date and lasting until article of clothing. With enticing discounts, encourage users to purchase them from PLACEMENT the end of the campaign. Four singles will the many online shoppers in our JCP. Videos will be uploaded to the JCP be released on iTunes. demographic will check back throughout YouTube channel and displayed on the ,"#%(##6%,0%!##%("*/"%EFG%02,1,!%&-#%<0!,% PLACEMENT campaign site throughout the campaign popular. Available on Facebook starting on launch cycle beginning from launch date. date. PLACEMENT Available on JCPenney.com and Facebook starting from launch date. RZ
  17. 17. online presence Web: As Seen on TV Web: Banner Ads DELIVERABLES DELIVERABLES “Puppy Love,” a web series created by a former writer of “Sex and the City,” focuses I"*!%2+*32#%;&++#-%&.%#=9#-*#+/#%(*''%2,*'*?#%/&/"#%!#&-/"%"*!,0-)%&+.%/006*#!% on women struggling in relationships with men due to their relationships with their to target consumers based on past searches related to JCP merchandise. dogs. JCP will provide the entire wardrobe for the web series, including clothing, Multiple banners on a single page will depict models showcasing one particular jewelry, and other accessories. The female characters (whom our demographic can item that the consumer has shown interest in, like a little black dress. -#'&,#%,0j%(*''%!"09%40-%02,1,!%40-%,"#*-%.&,#!%*+%&%EFG%!,0-#7%#&/"%(0<&+%1+.*+@%,"#% 9#-4#/,%02,1,%40-%"#-%!9#/*1/%,&!,#: SUBSTANTIATION An important part of building JCP’s brand image is connecting to tech-savvy SUBSTANTIATION (0<#+:% I"*!% ;&++#-%&.% /&,#-!%,0% #&/"% /0+!2<#-$!%2+*32#% 9-#4#-#+/#!%*+% &% There is already an established audience that follows Amy Harris’ work. As she fresh, engaging style that says, “JCP is not about cookie-cutter fashion. JCP makes the transition from “Sex and the City,” which still remains an extremely emphasizes beauty through individuality.” popular series for our demographic, a great way to reach Ms. Harris’ established audience will be through product placement in “Puppy Love.” PLACEMENT Placed on popular websites including Pandora, Amazon, YouTube, Perez PLACEMENT e*',0+7%G0@07%i*@%`*!"%a&<#!7%&+.%_0+!,#-%4-0<%!,&-,%,0%1+*!"%04%/&<9&*@+% %I(0%(#;*!0.#!%,0%;#%&*-#.%0+%e2'2:/0<%*+%#&-')%[08#<;#-%CORC: cycle. RS
  18. 18. print Magazine Ad: “Adaptive Apparel” Magazine Ad: “Flip Out” DELIVERABLES DELIVERABLES Today’s woman is capable of taking on diverse roles within a single day. This %Q,%1-!,%@'&+/#%,"#%(0<&+%*+%,"*!%9-*+,%&.%*!%(#&-*+@%4#&,2-#.%*,#<!%k'*6#% magazine and iPad-compatible advertisement illustrates JCP’s potential for the Worthington Lace Trim Cami and a.n.a. Destructed Straight Leg accommodating the multiple roles that individual women juggle. E#&+!j7%;2,%;)%M*99*+@%,"-02@"%,"#%08#-'&)!%40-%,"#%,09!%&+.%;0,,0<!7% (0<#+%(*''%;#%&;'#%,0%/-#&,#%29%,0%!*=,##+%02,1,%/0<;*+&,*0+!: SUBSTANTIATION Women work by day, socialize by night, and spend time at home in-between. SUBSTANTIATION JCP understands this and can assist these women in meeting these overlapping, Real fashion is fashion the way you would really wear it, not just the yet distinct, daily roles. single permutation often offered in magazine ads. This fun, dynamic Our Quick Response 9-*+,%&.%(*''%/&,/"%)02-%#)#%&+.%&''0(%)02%,0%.#!*@+%&+%02,1,%)02-%(&):] Code will accompy PLACEMENT all print ads and Monthly ads in entertainment, fashion, bridal, and parenting print and iPad PLACEMENT direct viewers to magazines, including InStyle, People, People StyleWatch, Lucky Magazine, Seasonal inserts in fashion magazines including InStyle, People youreonyourway.com. Elle, Brides, Fit Pregnancy, and Parenting. StyleWatch, Elle, and Lucky Magazine. RW
  19. 19. in-store experiences In-store: “Role Models” In-store: “Collective Closet” Mobile: Shopping Zone DELIVERABLES DELIVERABLES DELIVERABLES Q,% !#'#/,% EFG% !,0-#!7% '*8#% <&++#32*+!% (*''% !"0(/&!#% +#(% Clothing displayed in-store will be showcased as closets customized JCP will send deals to customers as they walk into products and trends in a surprising and authentic way. Each by featured designers, sponsored personalities, and winners of stores by using ShopAlerts by PlaceCast to send window display will show real women in different roles and the different JCP online fashion contests. Closets will display JCP SMS coupons to customers who opt into the system. settings, such as a woman enjoying coffee with her friends or a items along with personal touches from the curator such as framed No spam will be sent at any time, just coupons and professional woman on her way to work. photographs, favorite movie posters or paintings, fashion sketches, deals. or other inspiration. SUBSTANTIATION SUBSTANTIATION Women will take notice of these live, eye-catching window SUBSTANTIATION Though women don’t want to be out of the loop, they .*!9'&)!:% A,0-#% <&++#32*+!% &-#% !,&-6% &+.% '*4#'#!!7% !0% ;)% Giving JCP customers a peek into the closet of a notable person will don’t want their attention grabbed at inconvenient showcasing real women wearing real JCP clothing, we will increase brand interest while emphasizing the campaign’s message times. By using the ShopAlerts system, JCP will demonstrate that JCP itself suits the real, modern woman. of individuality and realism. The displays will take JCP’s interactive interact directly with customers with information that virtual forum to a more personal level, generating interest in pre- is timely and relevant to where they are. PLACEMENT existing online contests and the JCP blog and choosing famous A"0(/&!#.% *+% CO% EFG% !,0-#!% *+% ,"#% +&,*0+$!% '&-@#!,% /*,*#!% personalities will also engage their fans within our target market. PLACEMENT right before the launch date, Mother’s Day, Black Friday, and Accessible by any phone capable of SMS messaging. F"-*!,<&!Ye&+266&": PLACEMENT Geofence GPS technology will be placed in JCP stores Different closet design displayed on rotating basis throughout the nationwide beginning from the launch date. campaign cycle in JCP stores nationwide. CO
  20. 20. on the go App: QR Code Scanner Billboard: “Tra c Trends” Radio Spot: “Fine-Tuned” Sample Script “Right now, you’re probably on your way to the Chargers game. I bet you already have your cooler, team jersey, and foam finger, but are you prepared for the after game? JCP’s got you covered for everything you need to recover from 3 hours of cheering, including luxurious Pacific Coast® pillows, Adidas sweatpants, and if you’re feeling a particularly intense post-win high, leather massage chairs. JCP is here for you after but for now, you’re on your way.” DELIVERABLES DELIVERABLES DELIVERABLES A mobile application designed for our on-the-go, “I Women today are always driving somewhere, and driving A series of radio ads will target local audiences heading to big events check my email while in line at Starbucks” type of is boring. With a dynamic, car-sensitive billboard, drivers in their area. Families driving to “the big game” will hear that JCP sells woman. This is a barcode scanner, wish-list generator, themselves will change the image on the billboard simply by coolers, tail gate chairs, and team jerseys. Other people on their way to total price calculator, inventory checker, store directory, passing an infrared sensor. The billboard features several a big local marathon will hear about JCP’s workout clothes and running &+.%02,1,%@2-2%&''%*+%)02-%90/6#,:%^#%/2,%,"#%"&!!'#%&+.% women modeling JCP’s latest fashions. As cars speed past shoes. The spot would also describe a contest in which people will bring complication of so many other apps and created an the sensors the corresponding lane’s clothing will change their event tickets to their local JCP to enter a drawing for a chance to intuitive, natural, and easy-to-use tool. -&9*.')%,"-02@"%!#8#-&'%02,1,%09,*0+!7%/-#&,*+@%&%-"),"<*/%&+.% win items mentioned in the radio spot. energetic ad. SUBSTANTIATION SUBSTANTIATION JCP already has a well-developed and renowned app as SUBSTANTIATION %i)%&/6+0('#.@*+@%,"#%!9#/*1/%#8#+,!%9#09'#%<&)%;#%0+%,"#*-%(&)% well as in-store interactive kiosks, but they are missing key Whether they are the lone driver going home late at night or one to, it creates an emotional connection to our demographic. functions that much of our demographic wants. The JCP of many commuters passing during rush hour, each driver will Pocket Kiosk includes everything they need and nothing *+.*8*.2&'')%*<9&/,%,"#%;*'';0&-.$!%*<&@#:%B+%,"#%02,1,!%!"0(+7% PLACEMENT they don’t. JCP’s modern styles will be showcased in an exciting fashion. A,&,*0+!% 9'&)*+@% "*,!% 4-0<% ,"#% SO$!7% WO$!7% COOO$!7% &+.% ,0.&):% Q*-#.% .2-*+@%9#&6%,-&41/%&+.%&4,#-%,&-@#,#.%'0/&'%#8#+,!:% PLACEMENT PLACEMENT Available for download on iPad, iPod Touch, and iPhone Beginning on launch date, for every two months, a new In addition to the contest, a series of radio ads will run that emphasize and Android smartphones starting from launch date. ;-&+.%(*''%;#%4#&,2-#.%0+%COOO%.*@*,&'%;*'';0&-.!%*+%JD%<&H0-% how clothing can play an important role in women’s recollections of cities. fond memories. CR
  21. 21. events Event: “Accessible Apparel” Event: “Along For the Ride” Event: “Make a Run For It” DELIVERABLES DELIVERABLES DELIVERABLES The JCP On-The-Go Style Trucks will be tightly curated to %e&*'*+@%&%/&;%*!%&'(&)!%&%"&!!'#7%;2,%("#+%,"#%EFG%M##,%04%,&=*!% The JCP Women’s Half-Marathon will give women include stylish and compatible accessories, shoes, and roam the streets, city-goers will be excited at the prospect of an opportunity to accomplish a self-empowering goal /'0,"*+@% ,"&,% (*''% "#'9% &//#+,% &+)% 02,1,:% I"#!#% ,-2/6!% (*''% M&@@*+@%.0(+%&%4-##%-*.#:%b+%(##6#+.!%&+.%"0'*.&)!%*+%!#'#/,% while raising money for the Women Helping Women be parked in business districts, tourist zones, and shopping cities, JCP Cabs will drive around looking for lucky patrons charity. Free training sessions held for participants districts without a nearby JCP store. Women will also be able who will receive complimentary rides between clubs, bars, and at JCP stores will bolster the participants’ physical to follow each truck’s updates on Twitter to keep track of its restaurants, helping and surprising people “on their way.” /&9&;*'*,*#!% &+.% /0+1.#+/#:% Q% ;&+32#,% (*''% ;#% "#'.% next location. the night before the marathon, complete with a dinner, SUBSTANTIATION !9#&6#-!%4-0<%,"#%/"&-*,)7%&+.%&%-&4M#%,0%9-0<0,#%EFG% SUBSTANTIATION Targeting a trendy city crowd, complimentary cab rides will merchandise and our healthy-lifestyle sponsors. I"#!#% <0;*'#% !,0-#!% 044#-% &% 2+*32#% &+.% /0+8#+*#+,% !"099*+@% demonstrate JCP’s desire to make nights out on the town, #=9#-*#+/#% 40-% (0<#+7% 9#-4#/,% 40-% &% 32*/6% !"099*+@% ;-#&6:% and life in general, easier and more enjoyable for women SUBSTANTIATION By only offering select merchandise, shopping becomes everywhere. Creating a city-wide hype, cab-goers will Sponsoring a half-marathon will frame JCP as an <&+&@#&;'#7%&''0(*+@%40-%32*/6%1+.!:%^0<#+%/&+%9'&+%&"#&.% constantly be on the lookout for the next free ride, keeping altruistic company that inspires and strengthens to stop at a JCP On-The-Go Style Truck or can spontaneously JCP on everyone’s mind. (0<#+$!% /0+1.#+/#:% I-&*+*+@% !#!!*0+!% (*''% !"0(% stumble upon one and take a break from their busy day. participants that JCP wants them to develop skills PLACEMENT needed to successfully complete the race. Completing PLACEMENT %`0-%0+#%(##6#+.%#&/"%<0+,"7%CO%,&=*!%(*''%,-&8#'%,"-02@"%,"#% &%"&'4%<&-&,"0+%*!%&%!*@+*1/&+,%9#-!0+&'%&/"*#8#<#+,% B+%,"#%<0+,"%9-*0-%,0%,"#%!,&-,%04%#&/"%!#&!0+7%JO%A,)'#%I-2/6!%(*''% +&,*0+$!%JO%'&-@#!,%/*,*#!: that will leave participants feeling accomplished. travel through the nation’s largest cities, one per city. PLACEMENT Marathon will take place in Denver, CO. Registration ;#@*+!% _&-/"% CORC% &+.% ,"#% #8#+,% (*''% ,&6#% 9'&/#% *+% September. CC
  22. 22. giveaways Giveaway: Ellen Giveaway: “Bundle of Joy” Giveaway: “Zip-Flip” DELIVERABLES DELIVERABLES DELIVERABLES JCP will host a month-long giveaway on Ellen, the JCP will donate Binky Bags to new mothers in Slipping into a comfy, loose sweater and a pair of 9092'&-%JR>,*<#%L<<)>(*++*+@%,&'6%!"0(:%%G#09'#% maternity wards all across America on Mother’s Day. M*9%M09!%&'(&)!%4##'!%@-#&,:%EFG%@#,!%*,:%B+%02-%l*9> &/-0!!%,"#%/02+,-)%(*''%+0<*+&,#%,"#%<0!,%*+M2#+,*&'% The JCP Binky Bags include plush blankets, clothing Flip Giveaway, JCP will hand out those comfort items woman in their lives, and as the nominations are for their newborn, bibs, and colorful toys tucked into simply to make life that much more enjoyable. This !2;<*,,#.% L''#+% (*''% /"00!#% "#-% I09% CO:% I"#!#% a convenient diaper bag, all of which are available perfect pair of JCP items will be given out during our !#'#/,#.% (0<#+% (*''% &''% ;#% M0(+% ,0% f:Q:% (*,"% &% at JCP. The kit will also contain the exclusive JCP Along for the Ride event, Bundle of Joy giveaway, guest, provided with hotel accommodations, ?*9>29%"00.*#%&+.%M*9>M09!%9&/6&@#: and at our JCP Make a Run for It marathon. featured on the Ellen show, and given a complete EFG%(&-.-0;#%&'0+@%(*,"%XRO7OOO:% SUBSTANTIATION SUBSTANTIATION Even with nine months to plan, new mothers may still We want women to know that JCP is here for them, SUBSTANTIATION feel anxious about the new addition to their family. By whether inside the store or out. This giveaway directly The Ellen show has elevated itself to become one giving out JCP Binky Bags, we will give new mothers reaches out to JCP customers and is also a great of the top daytime TV shows in the nation. This a feeling of relief, helping them with their next big way to spread the word about JCP’s commitment giveaway allows JCP to connect with its audience step into their new role as a mom. to women everywhere. Giving out a sweater and and reminds them that JCP sees customers as M*9>M09!%!"0(!%,"&,%EFG%*!%.#80,#.%,0%6##9*+@%,"#*-% 2+*32#%*+.*8*.2&'!%(*,"%*<90-,&+,%*.#&!%,0%!"&-#:% PLACEMENT customers comfortable. %C7DOO% ;&@!% (*''% ;#% .0+&,#.% ,0% "0!9*,&'!% *+% #&/"% 04% ,"#% PLACEMENT +&,*0+$!%CO%'&-@#!,%/*,*#!%0+%_0,"#-$!%P&): CO%#9*!0.#!%04%I"#%L''#+%P#a#+#-#!%A"0(%,0%&*-% in May. CJ
  23. 23. partnerships TV Spot: “Put a Ring On It” In-Store Partnerships DELIVERABLES To build JCP brand awareness and to further provide current JCP customers with the merchandise they love, the following !,-&,#@*/&'')%/"0!#+%<#-/"&+.*!#%9&-,+#-!"*9!%(*''%@*8#%/2!,0<#-!%4&!"*0+>40-(&-.7%@00.%32&'*,)%9-0.2/,!%&,%,"#%&440-.&;'#%9-*/#%,"&,% JCP is known for. PLACEMENT Launched individually on different holidays in JCP stores nationwide and JCPenney.com. LULULEMON ATHLETICA SUBSTANTIATION JCP cares about the health and happiness of the incredible, superhero- #!32#% (0<#+% *+% ,"*!% /02+,-):% i)% Promoting health and happiness, partnering with Lululemon to give the Lululemon will design affordable, high- gift of yoga, JCP hopes to recognize DELIVERABLES 32&'*,)7%)0@&>*+!9*-#.%/'0,"*+@%&+.%@#&-% these women for all that they do. Youthful novelty rings and mood rings are replaced by class rings as for JCP. To launch the partnership, she grows older, eventually showcasing a sophisticated Modern Bride engagement ring. Nostalgic and emotional, this spot acknowledges the JCPs across the country will host PLACEMENT complimentary, in-store yoga lessons Lululemon activewear will be available in importance of all the stages of a woman’s life and and promotes one during the summer leading up to the JCP stores nationwide and JCPenney. 9&-,*/2'&-')%42+.&<#+,&'%!,&@#c%"#-%<&--*&@#:%A"0,%4-0<%,"#%1-!,%9#-!0+% JCP Women’s Half-Marathon in the /0<%;#@*++*+@%E2+#%CORC:%%m0@&%!#!!*0+!% perspective in short clips without words. fall. Women will enjoy the physical and (*''% &'!0% ;#@*+% *+% E2+#% CORC% *+% DOO% EFG% #<0,*0+&'% ;#+#1,!% 04% )0@&% ,"&,% EFG% locations across the country and continue SUBSTANTIATION help provide. on a bi-monthly basis for three months. g#!#&-/"% !"0(!% ,"&,% TDU% 04% ;-*.#!% @*8#% .*-#/,% *+92,% 40-% ,"#*-% engagement rings, revealing that women place great importance in selecting the rings that symbolize the love in their lives. Creating DAVID YURMAN KATE SPADE CRATE&BARREL an emotional connection between potential brides and the Modern Bride collection is essential so that Modern Bride rings will shine on ,"#*-%1+@#-!%40-%)#&-!%,0%/0<#: This partnership will provide shoppers Known for its upscale and contemporary PLACEMENT with affordable jewelry from a high-end Kate Spade, known for its colorful, style of home items, Crate & Barrel is Network shows-The Bachelor, Dancing with the Stars, Modern designer with classic American style. cheerful designs, will infuse JCP’s the perfect home store collaboration for `&<*')7% P#!9#-&,#% e02!#(*8#!d% /&;'#% !"0(!>% IfF$!% A&)% m#!% To further JCP’s already established handbag collection with a fun and JCP, providing customers with affordable to the Dress, Lifetime’s Project Runway, and Bravo’s Real Modern Bride concept, David Yurman modern twist. A label many women yet stylish home items to match their e02!#(*8#!%4-&+/"*!#d%&%8*.#0%!,-#&<*+@%&.%40-%,"#!#%9-0@-&<!% engagement rings are an elegant but &.<*-#% (*''% 1+&'')% ;#% &% -#&!0+&;'#% &+.% lifestyles. on Hulu.com and the network websites. affordable option. affordable option. CK
  24. 24. partnerships Blog Partnerships To connect with our tech-savy demographic, JCP will partner with CORPORETTE MICHAEL KORS various bloggers and tap into the immense popularity of blogs. These bloggers have been selected to represent the values and lifestyles that are important to our demographic. GOOP %EFG% (*''% 9&-,+#-% (*,"% (-*,#-% n&,% a-*41+% 4-0<% F0-90-#,,#:/0<% ,0% reach out to hardworking professionals in our demographic. This partnership will engage our demographic through blogs, vlogs, and *+>!,0-#% (0-6!"09!7% 2!*+@% 02,1,!% &+.% &//#!!0-*#!% 4-0<% ,"#% EFG% catalog to promote JCP’s professional apparel. Michael Kors is synonymous with classic, clean style. JCP’s collaboration with Michael KANDEE JOHNSON Kors will give customers the option to purchase timeless Michael Kors pieces at an incredible price. Gwenyth Paltrow’s blog, GOOP, embodies important aspects of a well-rounded woman’s lifestyle. A new section on GOOP called JCP’s Savvy Spender will promote a variety of JCP items, while Gwyneth’s Picks on the JCP website will feature products chosen by Ms. Paltrow. Kandee Johnson, a mother of four whom our demographic can TORY BURCH relate to and trust, uses YouTube to showcase her expertise about PIONEER WOMAN "&*-7%<&6#297%&+.%4&!"*0+:%n&+.##%(*''%/-#&,#%&%!#,%04%18#%8*.#0!% for JCP with accompanying blog posts to showcase JCP’s variety of fashion-forward products and services. MONEY SAVING MOM JCP will partner up with Tory Burch to create "#-%1-!,%#8#-%;#..*+@%'*+#%,0%;#%!0'.%#=/'2!*8#')% On her blog, thepioneerwoman.com, Ree Drummond chronicles her b2-% 9&-,+#-!"*9% (*,"% .#&'>1+.*+@% /0++0*!!#2-% F-)!,&'% G&*+#% 04% through JCP. Her fresh prints will attract young life as a rancher’s wife and mother of four. With sections dedicated MoneySavingMom.com will include a JCP Deals of the Day tab on members of our demographic who are looking to everything from home decorating to cooking, she keeps readers "#-%(#;!*,#%,0%4#&,2-#%EFG%*,#<!$%@-#&,%9-*/#%&+.%32&'*,):%I0%#+@&@#% for a more contemporary style. &<2!#.% (*,"% "#-% 2+*32#% 9#-!9#/,*8#:% % EFG% (*''% !90+!0-% 9-0.2/,% budget-conscious shoppers, a “share” button will be available for reviews and giveaways related to each section. women so they can suggest items to friends in their social networks. CD
  25. 25. media plan
  26. 26. media objectives and strategies Reach/ Target Frequency Geography Timing Creative Objective: Objective: Objective: Objective: Objective: Turn JCP into a lovemark g#&/"%ZDU%04%,"#%,&-@#,% Establish brand contact Utilize various schedules Provide the best situational and premier shopping audience with the effective with target markets that to strategically launch and context and frame of destination among 4-#32#+/)%04%Z:% are likely to have access to propagate executions through mind for our target to CD>JK>)#&->0'.%4#<&'#!: JCP. the campaign cycle across understand the creative message, which illustrates Strategy: multiple media platforms. EFG$!%2+*32#%+&--&,*8#% Strategy: Strategy: Use a diverse set of Strategy: and distinctive value over competitors. Create and deepen the traditional and emerging Utilize a combination of cognitive-emotional media to achieve the national and local media Continue JCP’s tradition of connection between the 09,*<&'%-#&/">,0>4-#32#+/)% to capture both broad and launching creative during Strategy: target and JCP at all ratio among our highly niche markets. Dedicate the 84th Annual Academy customer touch points. segmented target extra communicative Awards--the “Women’s V,*'*?#%!9#/*1/%<#.*&% Enhance existing and audience. Select media efforts to metropolitan Superbowl”. Take advantage &',#-+&,*8#!%,"&,%-#M#/,%,"#% generate new points of vehicles that correspond areas where the target is of spikes in target spending mobile and transitional core contact that highlight JCP highly with the target’s especially concentrated behavior during holiday of the “You’re on your way” as the solution to the media consumption habits. and JCP is a highly- and shopping seasons campaign. target’s particular wants considered and accessible ,"-02@"%M*@",*+@%&+.%92'!*+@% and needs. retail choice. schedules while maintaining a stable brand presence through continuous and blinkering schedules. Consider target’s lives as opportunities to establish brand relevancy. CZ
  27. 27. campaign calendar & budget CS
  28. 28. media rationale TV + Online Video Streaming Keywords Search Commercial ads will air during both traditional programming, allowing for high impact Google, Yahoo, and Bing are the top three search engines in the nation. Our tech- and reach to broad audiences, as well as online video streaming, enabling viewers savvy Transitionals utilize search in their everyday web habits. Therefore, advertising to decide when and where to watch. While commercial ads raise brand awareness through these search engines will help position JCP as a relevant solution in their and interest, product integration in the webisode series will emphasize JCP’s fashion- search for apparel or home goods. forward products in an organic and realistic story line. Web Banner Ads Digital OOH b2-%,#/">!&88)%.#<0@-&9"*/%!9#+.!%&%!*@+*1/&+,%&<02+,%04%,*<#%0+%,"#%*+,#-+#,:%I"#!#% Digital out-of-home advertisements will penetrate areas where our demographic consistently banner ads, carefully placed on websites that Transitionals enjoy, will integrate JCP with !9#+.!%,"#*-%,*<#:%I"*!%*+/'2.#!%-#!,&2-&+,!7%;&-!%&+.%'02+@#!7%041/#%;2*'.*+@!7%"#&',"%/'2;!7% their current interests. @&!%!,&,*0+!7%<&H0-%4-##(&)!7%,&=*%/&;!7%&+.%"0,#'%'0;;*#!:%b+#%;#+#1,%04%.*@*,&'%&.8#-,*!*+@% is that each ad can be tailored to the time of day, place, or occasion. Special Events Live events communicate to costumers that JCP is an uplifting, exciting, and personable Magazine + iPad brand. These unexpected, new ideas will foster attention and press while showcasing ^#%9'&/#.%02-%9-*+,%&.!%*+%!9#/*1/%<&@&?*+#!%,"&,%&-#%9092'&-%40-%(0<#+%*+%02-%&@#%@-029:% JCP’s concern for their customers’ well-being. These magazines highlight parenting and affordable fashion, which tie into our campaign’s down-to-earth tone. Monthly ads will aid in increasing overall brand awareness, while Live Stunts seasonal inserts will aim to increase sales for spring and fall fashion lines. These stunts grab attention, while simultaneously stimulating interest and generating buzz about JCP, which helps to establish JCP as a modern, of-the-moment brand. Radio A/"#.2'#.%&-02+.%<&H0-%!"099*+@%9#-*0.!7%,"#!#%!,2+,!%&*<%,0%*+/-#&!#%,-&41/%*+,0%EFG% Our demographic is comprised of heavy listeners of radio, and this medium allows us stores. to reach a large audience, whether they are on their way to work, daycare, or the gym. I"#%<0!,%9092'&-%!,&,*0+!%!,&,*0+!%&<0+@%4#<&'#!%CD>JK%(#-#%/"0!#+7%&+.%02-%&.!%(*''% Mobile Boutique + Taxis broadcast during the times these women are most likely to be driving. These events provide face to-face interaction between brand ambassadors and our ,&-@#,%&2.*#+/#%*+%&%2+*32#%!#,,*+@:%%`2-,"#-<0-#7%,"#!#%#8#+,!%;-*+@%&+%#'#<#+,%04% Mobile novelty, surprise, and added convenience for the target, which helps demonstrate that Because more and more women in our demographic are using smart phones, our JCP has their best interests at heart. mobile app will provide convenient functionality to aid in the JCP shopping experience. We will still ensure the largest reach possible by incorporating an SMS text messaging In-store Displays 9-0@-&<%,0%.-*8#%*+>!,0-#%,-&41/%;)%044#-*+@%#=/'2!*8#%<0;*'#%9-0<0,*0+!:% The in-store closet display adds a personal touch to the in-store JCP shopping experience. They provide a means for popular designers and personalities to engage Website enhancements with the target, while also encouraging participation through showcasing the styles of Because of the important role of search in today’s world, the JCP splash page will be an contest winners. easy-to-navigate feature for our tech-savvy Transitionals. With the popularity of sharing content on blogs and social media sites, the participatory nature of the campaign Rewards + Giveaways microsite will be embraced by our demographic. Giveaways associate JCP with positive feelings of generosity and create an emotional connection with the consumer. By rewarding women who are embarking on new Social Media chapters in their lives, JCP demonstrates that it is in touch with the different life stages The Transitionals have a high rate of engagement with social media. Because of that they are experiencing. JCP’s extensive group of followers across social media platforms, all executions are complemented by social media components, which serve as an effective way to keep these women engaged and interested in JCP. CW
  29. 29. measurements of success & evaluations Campaign Metrics ^#%(*''%#8&'2&,#%02-%/&<9&*@+%;&!#.%0+%,"#%09#+*+@%04%+#(%0+'*+#%&//02+,!:%i&!#.%0+%02-%-#!#&-/"%&+.%09,*<*?&,*0+!7%(#%#=9#/,%,"&,%40-%#8#-)%XJO%(#%!9#+.%0+%9&*.%<#.*&7%0+#%+#(%&//02+,%(*''%;#%09#+#.:% Throughout the year we will continue to optimize our campaign based on the following metrics, and we will pull or add in media accordingly to maintain our goal. $30 per Online Account Open $78,058,513 / 30 = 2,601,950 new online signups in the first year alone! On average, they will spend $100 in one year at JC penneys: 2,601,950 x 100 = $260,195,000 in gross revenue. Continuous Maintenance Periodic Maintenance Estimated Cost Quantitative: Quantitative: 1. Survey: Search volume of related JCP keywords Online survey featured on JCP’s main site, as well as a link g#&/"%40-%D7OOO%!&<9'#!%&+.%@*8#%02,%DOO%-#(&-.!%XD%#&/" placed on JCP’s Facebook page DOO%=%XDp%XC7DOO% B+,#-+#,%F006*#!%,0%*.#+,*4)%(#;%2!#-!%o%4-#32#+/)%04%8*!*, Conversion rate of consumers due to search Qualitative: 2. Keyword Research Secret shoppers will account for the success of the in-store V!#%^0-.I-&/6#-%k",,9cYY(((:(0-.,-&/6#-:/0<j7%40-%("*/"%&% While customers remain loyal, JCP struggles to keep up with the experience. !2;!/-*9,*0+%/0!,!%&99-0=*<&,#')%XCDO%9#-%)#&-: competition in attracting new customers. Therefore, by observing the rate of those who are new to the brand and purchase an item, JCP will be able to check for the successful implementation of 3. Secret Shoppers JCP can see how the brand successfully appeals to a broader the in-store experience. I09%ROO%EFG%!,0-#!%k;&!#.%0+%!&'#!j%+&,*0+(*.#d%EFG%!#+.!% audience. C%9#09'#%,0%,"#%!,0-#%32&-,#-')%&+.%,"#)%&/,%&!%!#/-#,%!"099#-!% To assess brand image, we will test for brand recognition and and report how customers shop at JCP for 4 hours each. Qualitative: perceived values. ROO%!,0-#!%=%C%!#/-#,%!"099#-!%=%K%,*<#!Y)#&-%=%K%"02-!%=%XRDY% Social Intensity: represents the rate at which social actions occur, "02-%-&,#p%XT7KOO% such as rating, sharing, blogging, recommending, commenting, JCP will be able to check how the brand has evolved and is etc. perceived more in line with the image they are trying to project. Estimated Evaluation Total $9,150 Click-through rates may be easy to obtain but it does not rec- ognize how people interact with the brand. By recognizing the presence of a brand in a social context, we can clearly see how effectively JCP is being perceived by the public. Media Coverage: Television, Radio, Online Mediums Feedback from social media, such as Facebook and Twitter JO
  30. 30. conclusion Consumers today are savvier, more demanding, and have more options and choices than ever before. While technology has enabled them to pick and choose 4-0<%<*''*0+!%04%09,*0+!%(*,"%,"#%,02/"%04%&%1+@#-7%+&8*@&,*+@%,"-02@"%,"#%/'2,,#-%/&+%;#%"#/,*/%40-%,"#<:%I"#%,-&+!*,*0+&'%(0<&+%*!%/0+!,&+,')%0+%,"#%@07%*+%<0-#% (&)!%,"&+%0+#7%&+.%,0%(*+%"#-%-#!9#/,%&+.%#+@&@#<#+,7%&%/0<9&+)%<2!,%.#8#'09%&%2+*32#%&+.%@#+2*+#%/0++#/,*0+%(*,"%"#-:%I"#%;-&+.%,"&,%!9&-6!%,"#%<0!,% honest conversation and provides the most helpful customer experience, both in-store and online, will be the one she champions. I"#%/0<9&+)%,"&,%;2*'.!%,"#%;#!,%/0++#/,*0+7%,"#%<0!,%#44#/,*8#%&+.%"0+#!,%-#'&,*0+!"*9%(*,"%#&/"%&+.%#8#-)%0+#%04%*,!%2+*32#%/2!,0<#-!7%(*''%;#/0<#%,"#% leader of its industry. In order to retain loyalty and to establish a connection with new the consumer, JCPenney must be transparent, honest, reliable, and understanding. JCPenney must prove that they care about their customers, utilizing their feedback in a proactive way and reaching them on their own terms. Our campaign proves that JCPenney understands the lifestyle of transition and progression, of accomplishment and passing doubt. “You’re on your way” highlights EFG#++#)%&!%,"#%<0.#-+%(0<&+$!%9'&/#%,0%!"09%40-%&''%04%"#-%'*4#%,-&+!*,*0+!7%"&!!'#>4-##7%("*'#%/0+!*!,#+,')%.#'*8#-*+@%!,)'#7%32&'*,)7%&+.%&440-.&;*'*,):%%B,$!%&% -#'&,*0+!"*9%,"&,%'#&8#!%)02%4##'*+@%/0+,#+,7%/0+1.#+,%*+%,"#%92-/"&!#!%)02$8#%<&.#7%&+.%-#&.)%,0%,&/6'#%,"#%-#!,%04%)02-%.&): JCPenney. You’re on your way. JR
  31. 31. Credits Account Supervisors Strategic & Media Planning Creative Design g&32#'%F&!,-0 Lily Berticevich, Editor Kristin Bisely Fredo Chen, Design Director Sam Milechman Tianna Cisowski Mesa Dobek Gage Nguyen, Layout Manager Nicole Shamtoob Jennifer Greynald Journey Kan, Visuals Manager Nate Villegas, Second Layout Manager Eloisa Julio, Strategic Planning Director Aki Kondo Rosalie Yu Special Thanks to Esther Kim Jacob Masga Andrea Liao, Media Planning Director, Content Manager Shanley McDonald, Creative Director, Content Manager Jane Bitar Cathleen Miclat Michael J. Morillo, Copy Manager Jennifer Noonan, Media Planning Director, Media Budget Manager Jason Owyang Yina Qiao, Media Planning Director Ali Saldinger, Editor Jenny Ta, Strategic Planning Director Eva Slusser Sami Vega Christine Takaichi, Creative Director Shawn Tharayil Sources _&-6#,*+@%,0%^0<#+%q2*/6%`&/,!:]%A"#/0+0<):%L.:%A,#9"&+*#%e0''&+.:%e0''&+.%h%e0''&+.%Q.8#-,*!*+@7%+:.:%^#;:%RO%_&-:%CORR:%r",,9cYY!"#>/0+0<):/0<Y-#90-,Y<&-6#,*+@>,0>(0<#+>32*/6>4&/,!Ys: _#&+*+@%g#&'')%_&,,#-!c%I"#%_#,f*4#%A,2.)%0+%e0(%G2-90!#%B!%g#/#!!*0+>G-004%&+.%Q@#>G-004:]%_&,2-#%_&-6#,%B+!,*,2,#:%_#,f*4#7%E2')%CORO:%^#;:%RO%_&-:%CORR: A,&,#%04%,"#%_#.*&%COROc%VA%Q2.*#+/#!%&+.%P#8*/#!:]%I"#%[*#'!0+%F0<9&+)7%+:.:%^#;:%CC%`#;:%CORR: I"#%g#&'*,)%04%,"#%^0-6*+@%^0<&+c%e#-%B<9&/,%0+%,"#%`#<&'#%I&-@#,%i#)0+.%F0+!2<9,*0+:]%Q.%Q@#%B+!*@",!%^"*,#9&9#-:%Q.%Q@#7%Z%E2+#%CORO:%%^#;:%RO%_&-:%CORR: I"#%I09%I-#+.!%40-%CORO:]%I"#%[*#'!0+%F0<9&+)7%CC%P#/:%CORO:%^#;:%CC%`#;:%CORR: JC

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