3. EXECUTIVE SUMMARYEXECUTIVE SUMMARY
1
Our challenge was to develop a 2012 to 2013 integrated
marketing communications plan for jcpenney to increase their market
share of women aged 25 -34 and grow their share of wallet in this
market segment. Currently one of the largest department stores in the
United States, jcpenney asked Dwight, Bentel and Hall
Communications to identify a solution to this problem and create a
We found these women are not connecting with the jcpennney brand
personality, hold misconceptions of the jcp brand and merchandise
and see jcpenney as “boring, outdated and low quality.”
Dwight, Bentel and Hall Communications will begin to transform these
misconceptions by positioning jcpenney as:
The one-stop shopping destination in the U.S. where customers
Value propositions and great quality merchandise
A store that understands their customers’ shopping and personal
style needs
Our because you’re you campaign addresses our
positioning objectives and allows our target market
to connect with jcpenney and the jcpenney brand.
With a tagline that speaks directly to these women’s
individual needs and a theme that intertwines the
jcpenney brand with these women’s quirks and style
habits, we can cohesively promote jcpenney as the
number one shopping destination in the U.S.
Using strategic media platforms, Public Relations
tactics and creative executions that grab our target
market, we can begin to dislodge these misconcep-
tions and drive customers into jcpenney stores.This
will help jcpenney become America’s number one
shopping destination for great styles at great prices.
jcpenney, because you’re you.
Sincerely,
Dwight, Bentel & Hall Communications
4. Threats
Opportunities
Weaknesses
Strengths
CHALLENGE
CLIENT
PROBLEM
SWOT
SITUATION ANALYSISSITUATION ANALYSIS
Strengths
Opportunities
Weaknesses
Threats
Large retail operations
Strong distribution
network
Private label products
Increasing online retail
spending
Exclusivity to brands
Lower inventory turnover
Weak performance in
Q2’2009
Intense competition
Weak consumer price
index
Rising wages in US
CHALLENGE
CLIENT
PROBLEM
SWOT
2
Develop and present a 2012 to 2013 integrated
marketing communications plan for jcpenney to help
them acquire and retain female customers aged 25
to 34.
Women aged 25 to 34 represent 16.2 percent of
the total market, yet only account for 10.6 percent of
jcpenney’s sales. jcpenney’s Share of Wallet with this
market is lower compared to all other age groups.
jcpenney’s company vision is “to be America’s shopping
destination for discovering great styles at compelling
prices”.They want to establish themselves as the growth
leader in their industry and delight their customers with
great offerings of merchandise and services.
5. SITUATIONANALYSIS
INDUSTRYTRENDS
COMPETITIVE ANALYSIS
SITUATIONANALYSIS
Since the 2007 recession, U.S. department stores have been working hard to make a comeback. Consumers have been spending less
and department stores have been forced to compete with discount stores, mass merchandisers, specialty stores, outlets, and online
retailers. In order to stand out among these other retailers, many trends have developed to aid department stores.
First, department stores need to separate themselves from their competition; they need to break away from the sameness that has
plagued retailing for years. Stores must now touch on individual tastes to increase customer loyalty rather than focusing on mass appeal.
Second, value players, like Kohl’s and jcpenney, are gaining strength in the market place because they offer exclusive brands and strong
value propositions.These value propositions set department stores apart by focusing less on price comparison and more on the com-
pany’s unique offerings and overall value.
Another major trend growing in the U.S. is online shopping. Department stores must use customer experience as a differentiating fac-
tor and focus on individual needs to drive consumers off their computers and into the stores. *
to stand out from these top department store competitors.*
The Nostalgic, Classic Brand A NewerValue Player An Original, Innovative Retailer
STRENGTHS
WEAKNESSES
STRENGTHS
WEAKNESSES
3
Strong customer base and distribution channel
Strong merchandising
Large retailer with established presence
Company’s “Low-Price Promise”
Main competition,Walmart, is overall price leader
Dependence on China as largest source
Exclusive brand name offerings
Strong market position
Continuous product recall
Complaints of Kohl’s credit cards & online store
Company reputation
Strong brand equity
Focus on an upscale fashion market
Local focus with “My Macy’s”
More costly than competitors
Not as much brand momentum
* NewYorkTimes, To Stand Out, Retailers Flock to Exclusive Lines. 2011.
*Datamonitor.com, 2010
6. RESEARCH STRATEGIES
PRIMARY OBJECTIVES
THE CHALLENGE
SECONDARYPRIMARY
RESEARCH
THE CHALLENGEDevelop a research strategy to provide insight into the problem (low market share of target market at jcpenney).
We set three primary objectives to discover more about our target market...
PRIMARY OBJECTIVES
1. Find and analyze our target market’s perceptions of jcpenney -
market and jcpenney to better understand why they aren’t spending their money at jcpenney.
2. Learn our target market’s shopping behaviors - we needed to understand these women’s key habits and patterns when it
comes to their personal shopping styles.
3. Research our target market’s life goals and aspirations - -
its.These habits will shift as they move through different stages in their lives and jcpenney needs to know what drives these women.
RESEARCH
RESEARCH STRATEGIES
Distribute online surveys to target market
Conduct in-person and Facebook interviews with target market
Study Prizm consumer segmentation system andVALS consumer
research service
Design and conduct “Sweater Survey”
Complete in-depth research using Simmons National Consumer Study
Visit multiple jcpenney store locations (mall stores and stand alone stores)
Visit multiple competitor locations, competitor blogs, social media and
online stores
Study jcpenney online articles, blogs, and other sources related to our
target market’s shopping behaviors
Analyze industry marketplace
PRIMARY SECONDARY
4
7. WHAT WE FOUND
CUSTOMER PERCEPTIONS
RESEARCHRESEARCH
CUSTOMER PERCEPTIONS
Most of our target market’s perceptions towards jcpenney are negative. However our research also showed many of these women hadn’t
actually been to a jcpenney store in years. This could only mean that our target market has misconceptions about jcpenney, that are not
based on in-store experience, but on outside factors like word of mouth and lack of connection to the jcpenney brand.
But we needed to learn more...
NOT MODERN
DONT UNDERSTAND NEEDS
BORING
OUTDATED
CHEAP
DOESNT FIT MY STYLE
AFFORDABLE
UNORGANIZED
MESSY
UNCOMFORTABLE
Women in our target market...
Do not see jcpenney as modern or trendy
Do not feel jcpenney understands their consumer needs
Do not believe jcpenney has a comfortable shopping environment
Does think jcpenney is only for kids and seniors
Does think jcpenney’s merchandise is “boring, outdated, and low quality”
BUT, our target market does think jcpenney offers shoppers affordable products
with great prices.
WHAT WE FOUND
“I’ve never felt that it (jcpenney)
style.”
“My parents like to shop
there, but I never can
like.”
5
8. RESULTS
HOW
OBJECTIVE
CONSUMER BUYING HABITS
SWEATERSURVEY
CONSUMER BUYING HABITS
SWEATERSURVEYSWEATERSURVEY
Determine if jcpenney’s quality and style as a brand is accurately perceived
in the target market’s mind.
We bought one sweater from Macy’s, Kohl’s, and jcpenney and hid the tags and
brands.We asked women in our target market to touch, inspect and tells us
which sweater was bought from which store and which was their favorite.
The majority of the women (80%) thought the jcpenney sweater was bought at
Macy’s and most women (75%) picked the jcpenney sweater as their favorite.
Our target market’s perception of jcpenney does not accurately represent
the style, quality and brands jcpenney carries.
When it comes to shopping, our target market...
Does not use shopping as a social activity, but shops with a purpose
Considers store environment a deciding factor when determining where to shop
Needs shopping to be convenient (our target market likes to get in and out and back to their busy lives)
Prefers to shop at stores that offer high quality, brand name products rather than low-priced, non-brand products
Does not consider price important when shopping (they get what they want)
With these insights, we could now think about how jcpenney could better represent the shopping needs of our
target market and what our campaign must address to meet these needs.
ANALYSIS
OBJECTIVE
HOW
RESULTS
ANALYSIS
6
MACYSKOHLSJCPENNEYS
Our next objective was to discover and analyze our target market’s shopping behaviors and habits.We
used primary and secondary research tactics to obtain a better understanding of how these women shop.
9. WHO IS OURTARGET MARKET?
THEMSELVESFAMILY&KIDSJOBS
Kids & Cul-de-Sacs (18): Family Life, Suburban
Suburban Pioneers (52): Family Life, Suburban
Both middle to upper middle class, some with
kids, new home owners, most with college
education, more fortunate with money and their
careers.
New Beginnings (44):YoungerYears, Suburban
City Startups (47):YoungerYears, Second City
Mobility Blues (53):YoungerYears, Second City
All with lower income, no kids, mostly renters,
some college experience, becoming independent
women are establishing shopping patterns during this current phase of their lives.
White Picket Fence (34): Family Life, Second City
Blue-Chip Blues (36): Family Life, Suburban
Both are middle class, with kids, home owners or
renters, some college experience, less fortunate
families that are younger and just starting out.
JOBS FAMILY&KIDS THEMSELVES
WHO IS OURTARGET MARKET?
PRIZM NE
were able to classify our target into their individual segments based on their current focus in life, whether it is their jobs, their families, or
themselves.
7
10. PSYCHOGRAPHICS
VALS
PSYCHOGRAPHICS
VALS
We used the marketing toolVALS to better understand what drives our target market’s consum-
er behavior. We found our target market falls into theVALS category of Experiencers:
Experiencers are motivated by Self-Expression and have access to adequate resources
They are young, enthusiastic and impulsive consumers who want their needs to be met
by companies
They seek variety and savor the new when it comes to products
They spend a high proportion of their income on fashion, entertainment, and socializing
Separating the target market into these segments gave us a better idea of where these women
are in their lives and how we can reach them more successfully with both our creative strategy
and media purchasing.
They want to accomplish their degrees in school and get a career that will provide them with a steady income.
They want to be successful doing something they love and be able to support a family.
PSYCHOGRAPHICS
RESEARCH
Our target market’s goals and aspirations are very important because these will ultimately shape their shopping
habits.The mindsets of these women are similar, with a few common goals they desire to accomplish in the near
future.
8
11. GOALS
HOW
NEXT STEPS?
WHAT WE FOUND
RESULTS
Create a campaign that personally addresses our target market, connects with our target market on an individual level, and begins
removing the negative perceptions held by consumers about jcpenney.We will develop campaign goals to meet these objectives.
WHAT WE FOUND
HOW
Our target market holds misconceptions of the jcpenney brand and merchandise
These women are looking for a personal connection to the stores they shop at
Our target market is searching for affordable prices and convenient shopping destinations
NEXT STEPS?
With our creative executions, we will accomplish these goals by showing the target market that jcpenney offers desirable, stylish and
practical merchandise.
connecting with these women in an emotional and individual way, jcpenney can start identifying with their customers.Additionally, the
value proposition will reinforce the jcpenney message and consumers will start seeing jcpenney as their number one shopping
destination for great styles at compelling prices.
?
Shift the main focus of jcpenney from price, to quality and style
Give jcpenney style credibility by showcasing their products and exclusive brands
Show that jcpenney can help restore simplicity into our target market’s lives with easy, get in and get out ideals
Prove that jcpenney recognizes individuality and offers a huge range of products that they feel were made for them
GOALS
Our goals address both value and emotional needs desired by our target market.
9
12. SELL
CREATE SOMETHING DIFFERENT
MUST HAVE LEGS
CREATIVECREATIVE
To meet our campaign goals we set aside three
simple rules before thinking about our creative
theme and executions. Because at the end of the
day our campaign must...
Overall, the strategy behind our theme is to create a campaign that resonates personally and emotionally with our target market.We need to grab
our target market while still staying true to jcp’s brand identity. jcp needs ads that have a simple and clear message, but that can also break through
all the clutter and allow our target market to connect with the jcp brand.
We needed to connect with our target audience in a new and interesting way, while still highlighting jcp’s fabulous brands and styles.
1 MUST HAVE LEGS
Campaign must have the potential to run for several years as jcp launches their new brand identity
2 CREATE SOMETHING DIFFERENT
jcp needs something different from their competitors, but something that can also relate to our target market
3 SELL
The bottom line is to sell. jcp needs advertising that stands out in the clutter of competitive advertising and really grabs our target market. By creating simple,
relatable, brand/product driven advertising that cohesively integrates jcp’s value proposition, we can accomplish our goals to grow the jcp share of wallet.
WE neededTO
NOT ONLYTHINK
CREATIVELY BUT
also STRATEGICALLY
10
13. HOW TO ACHIEVE THIS
CREATIVECREATIVE
We began thinking about these women.Who they are and
what’s important to them.We started to think about the little
things these women do, the things that make these women
unique.And then it hit us.What is it that makes these women
different but could also be tied back to style?
It’s the way their favorite pair of heels makes them feel like
they’re on the runway or how they never let a little rain ruin
their style. It’s their quirks and their habits. It’s all the little
things that make them who they are.
It’s this personal connection jcp needs in order to reach our
target market. In order to capture this target market, we need
to not only show these women that jcp has amazing brands
and styles, but also connect with them on a personal and
individual level.
We needed to use strong media and communication
tactics that cohesively integrated the jcp brand.
We also needed a tagline that was catchy but still
consistent with our theme!
This tagline speaks directly to our target market in a
conversational and personal way and says,“no matter
who you are, you’re you and we love it!”
would grab our target market, but would still clearly
depict the jcp brand as a whole and stay true to the jcp
message.Within out layout design, we needed to show
our audience just how simple and easy it is to shop with
jcp and how fabulous the brands they carry really are.
The next few pages describe our way to
communicate our theme and jcp as a brand to our
target market.
HOW TO ACHIEVE THIS
THE BIG IDEA
because you’re you.
THE BIG IDEA
because you’re you.
11
14. We will launch our campaign with exciting full
color spreads (bottom) and fall back to single
page ads (right).We will integrate our theme and
tagline, as well as the jcp brand and keep each ad
consistent and true to the jcp brand personality.
PRINT
12
15. MUSIC BEGINS
VO BEGINS
WMN ZOOMED IN
WASHING HER FACE
AND GRABS ATOWEL
TO WIPE HER FACE
VO:
You don’t mind
having a messy
closet as long as
the end result
because life is no
dress rehearsal.
VO:
Waking up is
never easy and
looking natural
doesn’t happen
in 5 minutes but
you get there.
MUSIC CONT,
VO DURING CLIP
WMNTOSSING
CLOTHES, LOOKING
FOR AN OUTFIT, LOOKS
AT HER DRESSES, PICKS
AN OUTFIT AND
WALKS OVERTOTHE
DRESSER
VO:
Your idea of glitz
and glamour is
wearing your
favorite pieces of
jewelry.
MUSIC CONT.
VO DURING CLIP
WMN GRABS
RING OFF JEWELRY
HOLDER. ZOOMED
IN WHILE PUTTING
ON RING ANDTHEN
PUTS ON NECKLACE
VO:
At jcp, your quirks and
habits inspire us.Which
is why we offer great
brands like MNG by
mango, Liz Claiborne,
American Living and
and your style no mat-
ter who you are. jcp,
because you’re you.
MUSIC CONT.
VO DURING CLIP
FULL LENGTH
BACKVIEW OF
WMN WALKING
DOWNTHE STREET
WITH HER FRIEND.
TELEVISION
ForTelevision, we want to highlight the jcp brands and really make our
target market think about the jcp experience as a whole. Each spot
would feature similar styles and color bars to cohesively integrate the
theme with the brand.
VO:
And your favorite
pair of heels make
you feel like you’re
on a runway even if
you’re just going to
work.
MUSIC CONT.
VO DURING CLIP
WMN IS IN CLOSET
JUST SHOWN FROM
THE LEGS DOWN,
PUTTING ON
HER HEELS AND
WALKS OUT OFTHE
CLOSET
13
16. jcp: “Soundtrack of Your Life”
30 Seconds
jcp: “ExpressYour Style ”
30 Seconds
departments and the entire jcp store. Using
30-second commercials, we are able to run
more spots and reach more of our target
market. Repetition is everything!
We want
them to hear
MUSIC: UPBEAT MUSIC BEGINS
SFX: JEWELRY JINGLES IN CUE W/ MUSIC
WMN 1: The jingle of my jewelry is the
soundtrack to my life
SFX 2: HEELS CLICK ON PAVEMENT, IN CUE
W/ MUSIC AND JINGLE OF JEWELRY
WMN 2: The click of my heels makes me feel like
I’m on the runway
SFX: POTS AND PANS AND COOKING
SOUNDS, PLUS JEWELRY AND HEELS
WMN 3: Sometimes I’ll dress up just to cook a
meal
SFX/MUSIC: FADESTO BACKGROUND
VO: At jcp, we believe every woman
has her own soundtrack.That’s why at
jcp we have designed products that
or cooking a great meal, jcp will help
you shine.Visit a jcp store near you to
see what else is new!
jcp, because you’re you.
MUSIC: GUITAR BEGINS UPBEAT CHORDS
personalities
WMN 2: I want my house to be cozy without cost-
ing a fortune
WMN 3: I love to mix and match my accessories!
VO: At jcp, we appreciate all the little things
that make you, you.And with exclusive
brands like MNG by Mango, Bisou Bisou
matter where your day takes you, jcp has
Visit a jcp store today and see what’s new!
jcp, because you’re you.
RADIO
14
17. For direct mail, we were looking for a creative way to reach our target market.We decided to include door hanger direct mail.These unique door hang-
ers would be placed on customers’ and prospective customers’ front doors and would offer them an incentive to go to the jcp store.These three fold
door hangers could include coupons, reward points, highlight new brands and more!This is a great way for jcp to stand out between the bills!
DIRECT MAIL
15
18. WAYSTO PERSUADE
Our campaign will also include E-blasts.We will send out
E-blasts to customers and jcp credit card holders, offering
them savings, and showing new merchandise. E-mail is a great
way to quickly hook a reader and pull them in. And offering
coupons gets customers into the store and spending!
WAYSTO PERSUADE
Our target market
spends a huge amount
of time online. So we
couldn’t resist creating
some theme inspired
banner and sky scraper
ads for our campaign.
ONLINE
that are just in time for Spring!
Bring this coupon into your nearest jcp store
and you can get up to 20% off
your next purchase*
16
19. BILLBOARD
SUBWAY WRAP
To take our outdoor advertising to the next
level, we needed to think outside of the box.
Our campaign would feature billboards that
highlight jcp’s style and catch our target market’s
eye as they drive by.
As our research showed, our current and
prospective target market travels frequently on
the subway. Our campaign will include full skin
wraps designed to show our target market that
jcp has stylish, fun and exciting brands!
OUTDOOR
SUBWAY WRAP
BILLBOARD
17
20. MEDIAMEDIA
LASTINGDEVELOPGROWTHLAUNCH
In today’s environment, traditional one-way messages to consumers no longer work. People are now in control, are individually addressable, and are choos-
ing experiences based upon what really matters and adds value to their lives*. In order for us to capture our target market, we must fully engage them in
that was best for our audience.We correlated our media strategy with the thought process of our consumers, using an effective approach market strategy.
market, but will expand the jcpenney audience.
FREQUENCY & REACH
audience, as we want to stay constant in the minds of jcpenney women. Starting in
February with a frequency of six, we will then drop to a frequency of four in March
and three in April.We will start the cycle back up again in May with a frequency of
points in the year such as the season change in May, back to school in August, and
holiday time in November and December. We will be advertising 11 months out
of the year—January will be the only month that we will be omitting due to the
traditionally low shopping visits our target market does during that time.
Introduction of the
campaign
All traditional
executions, print,
outdoor, & digital
Our target market is
participating in the
“feel” aspect of the
campaign. Our audi-
ence will have an emo-
tional response to the
new positioning of
jcpenney
Our target market is
participating in the
team aspect of the
campaign
Includes promotion,
call-to-action incentives
for our audience
It’s anything that allows
us to connect with
our target market at a
deeper level by means
of interaction
This would prompt
an attitude change of
jcpenney
This part of the cam-
paign reinforces value
to the brand and the
campaign
Executions are made
to highlight a different
aspect of jcpenney- a
more humanitarian
side.
Our public aware-
ness campaign would
launch during this
period
Includes out-of-home
executions that
include fashion shows,
direct mail executions
and anything that is
designed to make the
brand shine
GROWTHLAUNCH DEVELOP LASTING
*Leo Burnett
*Market Finder, 2011
SPOT MARKETS
We chose the top 75 spot markets, which total 78% of our tar-
get market.We will focus on the key markets of Austin, Salt Lake
City, Dallas, Los Angeles, and Houston, which make up 10% of the
top HH’s, along with our highest index markets.*
Austin,TX
Salt Lake City, UT
Jonesboro,AR
Hanford-Corcoran, CA
Fairbanks,AK18
21. PROMOTIONS
RADIO
TELEVISION
PRINT
LAUNCH
MediaMEDIA
PRINTWe will launch with full-color spreads February, 2012. Introducing our campaign with spreads instead of single page ads will generate buzz and have
a larger impact on our target market. For the rest of the year, we will fall back to single page ads. Our print ads will be featured in magazines, such as
People, Better Homes and Garden,Woman’s Day, Cosmopolitan and USWeekly. *
TELEVISIONWe will launch our campaign during the Academy Awards.This results in a high frequency of six, on average, during February. Additional high points
of frequency will also be in May,August, November, and December.We will continue to run our commercials on top networks our target market
watches.These networks include Lifetime,ABC, HGTV,TLC and E!. Shows will includeWhat NotToWear,The Stagers, Dinner Impossible, Project Runway
and Americas NextTop Model.
RADIOWe will run 30-second radio spots in the top radio markets. Higher frequencies will be played on country stations, as country music is one of the
top music genres among our target market. 30-second radio spots will also be cost effective since we can focus on one of the myriad of products
featured in jcpenney within the short spot, rather than trying to cram numerous different products in longer 60-second commercials.We will also be
able to increase repetition and impressions.
GROWTH
jcpenney will sponsor and partner with the top rated shows and places of interest among our target market, generating product placement and
improving the brand image for jcpenney.*
Why? Having product placement integrated into these shows and places will give our target a different way to connect with jcpenney.This allows
the brand to have multiple touch points in our consumers’ lives, besides just what they see on commercials. Overall, it continues to give jcpenney a
higher brand image in the consumer’s mind.
With Whom? We will sponsor and partner with a combination of the top rated shows along with other places of interest for our target, based on
Simmons research.
*More about our suggested sponsorships and partnerships is explained in the Recommendations section of the book.
Amusement parks
Movie theatres
Gyms and Community Centers
PROMOTIONS
SHOWSSHOWS PLACES OF INTERESTPLACES OF INTEREST
The Academy Awards
What Not to Wear
The Stagers
Dinner Impossible
19
*Simmons, 2009
22. 22
With Internet use and online shopping increasing
every day, we believe it’s necessary for jcpenney to
reach women while they are browsing online.We are
sponsoring sites most visited by our target market
such as Polyvore.com, pricegrabber.com and friend-
ster.com. We will also sponsor blogs such as the
budgetfashonista.com and thebudgetbabe.com.We
will use a combination of banner ads, sky scrapers,
and interactive rich media.We will promote new ex-
clusive brands and merchandise and direct our target
market to jcp.com.
jcpenney will takeover and sponsor top rated shows
on Hulu. Our target market uses Hulu because of its
convenience since content is available to access from
laptops, mobile phones, etc. Nielson reports also
found that women 25-34 are streaming more enter-
tainment-based content than anything else (76% of all
streams) and Hulu is one of their top chosen sites.
We are putting jcpenney as the forefront of certain
keywords such as “shoes,”“dress,”“kitchen decor,” and
“home decor.” Instead of using generic descriptions
of the site, we are going to replace them with various
tips on improving fashion styles and improving health
and wellness.
Bus shelter takeovers allow the target market to
interact with the campaign and the brand. Simmons
has reported that our target market uses public
transportation often.They also reported an index
of 121 for women 25-34 who pay a lot of attention
to advertisements on bus shelters.We will use bus
shelters both in the city and suburban areas.
WEBSITETAKEOVERS
BUS SHELTERTAKEOVERS
Media will work hand in hand with Public Relations
to introduce multiple awareness campaigns sup-
porting charities, such as the Boys and Girls Club
of America. Research shows our target market
appreciates companies who give back to charities.
We will also work with additional charities that ap-
peal to our target market, like animal shelters and
women’s health organizations. (See more sugges-
tions in our awareness campaign for PR)
AWARENESS CAMPAIGN
DEVELOPMENT
GOOGLE
LASTING IMPRESSIONS
According to Simmons, our target market uses public
transportation on a daily basis (index of 168). Selected
subways and trains that pass by jcpenney locations,
such as the jcpenney in Manhattan Mall, will be used.
We will employ a combination of executions such as
wraps, tunnel ads, and interactive billboards.
TRAIN/SUBWAY
Billboards will be placed in places with high volumes of
Dallas, Fort Worth, Houston, LA, NY, Philadelphia, San
Francisco and Washington D.C.Together these markets
make up 29.6 percent of all households.
BILLBOARDS
HULU
Ex: Five casual clothing essentials needed in every
wardrobe: denim (all types), shorts,T-shirts, cotton
skirts, dresses and sneakers.
20
23. Media
Magazine
What Not to Wear sponsorship
The Stagers sponsorship
Dinner Impossible sponsorship
:30 sec. spot
homepage takeover
Hulu show takeover
Adwords
Targeted Sites
Billboards
Bus Shelters
Transit Wraps
In-Theater
Facebook
Twitter #becauseyoureyou
Foursquare
Tweet for aTreat
“You” Campaign
JCP: You & Charities
Hangers
Coupons
1706.
222.
924.
1294.
11142.
3.
15.
MONTHS Feb March April May June July August Sept. Oct. Nov. Dec. Jan. Gross
Rating
Points
Cost
Amusement Parks
26,830,000
12,552,300
669,400
30,603,100
25,598,900
n/a
343, 800
Total GRPs:
Total Cost: $99,597,500
13. 643
DIRECT MAIL
PUBLIC RELATIONS
OOH
ONLINE
RADIO
TELEVISION
:30 sec. spots
Academy award sponsorship
PRINT
21
24. INITIATIVES
PUBLIC RELATIONSPUBLIC RELATIONS
INITIATIVES
Change
Develop and formulate a public service campaign through social media
networks like Facebook,Twitter, andYouTube
Create
Awareness
Bring
Communication
Constant
Gather awareness for the new campaign targeted to our audience
through special events in conjunction with charities like the Boys &
Girls Club
Maintain contact with the target market through
constant updates on mobile devices as well as television
Along with our creative executions, we recognize a need for public relations in order to generate more awareness among our target market. To better
reach our target market we will use press releases, organize charity-related special events, and utilize social media.
Our Press Releases will contain information about charity events and contests that consumers can participate in.We will also design press releases stating
jcpenney’s goal to drive a culture that advocates conservation. For example, we will create a press release discussing jcpenney’s goal to reduce facility energy
consumption by 20 percent per gross square foot by 2015, in order to give consumers a good brand image of jcpenney.
PRESS RELEASEPRESS RELEASE
For the because you’re you campaign, we will send out press releases and direct mail. For any updates and news, we plan to formulate press
releases to send out information to the target market and media. Direct mail will be used to send out tangible information for the target market to keep.
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25. PUBLICRELATIONS
SOCIAL MEDIA
PUBLICRELATIONS
SOCIAL MEDIA
Social media will be used to effectively reach our target market in places where much of their time is spent.According to the case study, 45
percent use social media at least once a day.
TWITTER
Create national awareness of our new campaign
Keep track and take advantage of the statistics for how many people “like” our page and post comments on the wall,
pictures, or links
Promote upcoming special events
Promote and organize contests for jcpenney consumers
ThroughTwitter, we hope to capture the attention of our jcpenney followers. Current followers of @jcpYou will be informed of
special contests as they check ourTwitter newsfeed. Followers will have the opportunity to win prizes by tweeting @jcpYou and
placing the hash tag #BecauseYoureYou in the tweet.
We will take advantage ofTwitter’s @ replies and create contests and sweepstakes for the followers
compete for the lowest prices for particular items found in subways.
FACEBOOK
27 percent of the Facebook population is 25-34 years old, and is an effective medium to reach our target market. Using Facebook, we
will continue making personal and individual connections.We will:
special events.We will also be able to upload videos that our consumers send to us showing them using and
wearing jcpenney products.
Another way for consumers to interact with jcpenney stores is through the mobile application, Foursquare.We will
create an original jcp badge so our followers can earn point and coupons as they “check-in” at jcpenney stores.This
will give the target market an incentive to further engage in the campaign.
FOURSQUARE
YOUTUBE
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26. CONTESTS &
PROMOTIONS
SWEEPSTAKESSWEEPSTAKES
jcpenney tweet for a treat is a
promotion through the use of
Twitter in which consumers take
snapshots of QR codes embed-
ded within subway posters that
are placed in high exposure ar-
eas.The unique thing about the
interactive posters, is they will
feature a marquee that displays
the current price of the item
displayed.The way the “tweet 4
a treat” works is as follows:
1 Consumers see various subway displays and notice the QR code on the display as well as the interactive
marquee.They are to take a picture of the code with their smartphone.
2 The QR code will bring them to a portal in which selected pieces of clothing will be displayed with a
“tweet” button underneath as well as a tweet counter.
3 The idea is that the more tweets one piece of clothing gets, the price will continue to drop a selected
amount.
4
pieces of clothing.
1
4
3
2
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What’s your favorite fashion quirk?
Do you love to wear spring color in winter? Is your
your favorite sweater in six different colors? jcp wants
to know what quirky fashion habits you have!
If we love it, you’ll get $1000 dollars to spend on an
amazing personal shopping spree. Shop with fashion
guru, Stacy London, from the hit show What Not to
and a friend. Share your fashion quirks with us!
PRIZES
Limit one entry per household
Must be permanent resident of U.S. or U.S. citizen
No purchase necessary
10 grand prizewinners
50 1st place winners receive a $200 gift card to jcpen-
ney andT-shirt from What Not to Wear
200 2nd place winners receive a $50 gift card to jcpen-
ney andT-shirt from What Not to Wear
300 3rd place winners receive a free purse from jcpen-
ney andT-shirt from What Not to Wear
BUS SHELTER PROMOTIONSBUS SHELTER PROMOTIONS
27. YOU-AWARENESS CAMPAIGN
jcp:YOU & CHARITIES
Media
YOU-AWARENESS CAMPAIGN
Signs and posters will be displayed in all jcpenney stores with ads support-
ing our campaign and message:“BecauseYou’reYou”.Women of the target
audience will be educated and informed about jcpenney’s new image and
emphasize the importance of the customer and how jcpenney solves their
fashion, home, and lifestyle needs.They will also be shown how they can
contribute and give back to the society, and to jcpenney charities in par-
NewYork City:The impromptu fashion show will take place at the jcpenney
store in Manhattan, NY. Live tweeting through @jcpYou will simultaneously
provide updates, photos, and events going on at the show. Facebook
status will also change with updates from the fashion show containing all the
brand names that are showcased.Any proceeds made from donations will
go to one of the jcpenney charities.
jcp:YOU & CHARITIES
Based on James Cash Penney’s belief in doing what is right and just,
jcpenney has stayed true to its Golden Rule beginnings and raises money
for charities such as the after school programs.We want to help jcpenney
in its goal to be a leading corporate citizen in youth development and
community involvement by continuing to work with after school pro-
these charities as well as others that the target has a soft spot for, such as
animal shelters and women’s rights.These events will take place through-
out the year, highlighting different charities.
In order to further immerse the target market in our campaign, we
will host events that are associated with charities that jcp supports.
Our target market has also been called “The Giving Generation” be-
cause they expect companies to give back and do more business with
those who partner with organizations.Therefore, we will continue to
work with the Boys & Girls Club along with other charities to attract
women of the target market.These events will give the women of our
target market a better understanding and opportunity to take part in
“because you’re you.”
CHARITIES & CAMPAIGNS
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28. RECOMMENDATIONS
STORE LAYOUTSTORE LAYOUT
searching for clothes; they have families, work and busy lives.This is why store layout is so important.We believe
the U.S. Each store would not have to be completely the same but would have departments that complement
each other, such as woman’s apparel and lingerie, placed close to each other to help move customers through
the entire store.We also suggest making sure there is plenty of room for aisles and that displays are evenly
spaced within the store.A relaxed shopper is a happy shopper, and happy shoppers spend more.
RECOMMENDATIONS
Sephora and build more inside their stores, our idea is to place the new
Sephoras towards the middle of jcpenneys, forcing customers to walk
through the store and pass all the great products on their way. Even in
stores with multiple entrances, this positioning will maximize the amount
of products the customer passes.We believe that there will be customers
-
tential to become #1 on the highest cross-shopped list, since Sephora itself
has such a loyal following of younger, fashion-conscious women.
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IN-STORE RECOMMENDATIONS
29. 29
IN-STORE QR CODES
LOUNGE AROUND
RECOMMENDATIONSRECOMMENDATIONS
One of our biggest ideas
was to design interactive
kiosks customers could use
within the store.And in
February, jcpenney did just
great addition to the jcpen-
ney shopping experience,
but we have a few other
suggestions, explained at
the top of the page, to take
this idea even further.
morejcp interactive kiosk
LOUNGE AROUND
IN-STORE QR CODESQR codes are all the rage with 20 percent of our
target market and are a great idea to incorporate into the
jcpenney stores.With QR codes, customers can scan them
from their phones to view videos, style guides, celebrity spot-
tings on People Style Watch signs, coupons and much more. QR
codes can also be placed on in-store displays for customers to
get more information on products or to get make-up tips from
Sephora artists and hair tips from the jcpenney Salon.
items are located in the store, and get the styles they love even faster. Consumers can also gain
addition, customers will feel more connected to jcp as a brand. Customers will also be able to access
JCP PROFILE
Although most of our recommendations are made to cater to our target market of women, we also
wanted to consider the men who are jcpenney customers. Based on our research, we found that the big-
gest thing men desired when going shopping with their wives, girlfriends, or daughters was a rest spot.This
there would be somewhere for the guys to put up their feet and take a break.This lounge type area would
include a comfortable couch and arm chairs,
along with a table and WiFi hotspot, where
men could pull out their phones and check the
scores of the games.This could also be a place
where our customers who are busy mothers
can take a breather as their kids try on clothes.
30. jcpenney is the leader in digital innovation. But our research told us cus-
tomers believe there is little connection between jcpenney stores, jcp.com
and jcpenney’s digital platforms. So our goal is to integrate the online store,
mobile apps, the in-store experience, etc...
jcpenney brand personality and integrates the “because
you’re you” campaign theme
Create and implement a new navigation system for jcp.
com
Link jcpenney’s social media platforms directly to jcp.com
and visa versa
Allow customers to post reviews and comments on pur-
chased products and merchandise
access their “avatar”, preview special offers and enter contests and
sweepstakes. Customers will also be able to send their favorite jcpenney
merchandise to their friends.The jcp app will also act as a QR code reader,
allowing customers to scan the QR code with their app.
JCPMobileApplications
We highly recommend jcpenney revise their current online
store. Currently jcp.com does not match the jcpenney brand
personality. jcpenney is modern, trendy and stylish and jcp.com
should be just another extension of the jcpenney brand. So we
suggest a few things that can take jcp.com to the next level:
jcpenney
DIGITAL RECOMMENDATIONS
27
Find your style habits with
Stacey London.
Women Home Kids Baby Men
Login in AccountFind a store Services
TeenAccesoriesShoes
31. ACADEMY AWARDS
tradition jcpenney has done for many years. Our research with Simmons proves that our target market continually watches this award show more than any
win jcpenney gift cards along with other chosen prizes.This will associate the jcpenney brand with fashion and glamour and get the target market to interact.
WHAT NOT TO WEAR -
volves around improving the fashion sense of average women by giving them money to get new clothes and great style tips to use in everyday life. On the
show, stylists Clinton Kelly and Stacy London will take the lucky contestant to jcpenney as one of the stores they shop at during the show.This will aid in
changing our target market’s misconceptions of jcpenney by proving that jcpenney provides high quality, stylish apparel.
THE STAGERS
sponsorship with this show will incorporate jcpenney furniture and other jcpenney home products that modernize any dull or drab home chosen for the
show. Likewise, professional stagers can provide details and tips about improving home décor using key items in the jcpenney home collections.
DINNER IMPOSSIBLE
therefore be able to showcase jcpenney kitchen products as a result. During their challenges on the show, we will implement the use of the jcpenney prod-
ucts to showcase their practicality and durability.
AMUSEMENT PARKS
sit on one of the jcpenney couches for a minute.
CINEMA ADVERTISING We want to partner with theaters and show in-theater ads before movies. National Cinemedia reports that most people
are in theaters at least 15 minutes prior to the start of the movie. Many women in our target market are heavy movie watchers.According to Simmons, the
top rated genres of movies for our target market are horror, romantic comedies and family. Our target market goes to the movies as much as six times per
month, which is why we will be advertising in cinemas.*
GO RED FOR WOMEN
equipment covered in red, along with the jcp logo, to help promote healthy living.
SPONSORSHIPS & PARTNERSHIPS
28*Simmons, 2001
32. BUDGET&MOS
QR Codes - when, where QR codes are scanned, analytics
Contest Submissions - number of submissions
- Sales and visits per day
Pre and Post campaign focus groups - campaign effectiveness
App Downloads - downloads per day, who downloaded
Direct Mail - coupons returned to store, sales from coupons
Impressions per medium - Measurable impressions based on fre-
quency
Customer Reviews - Reviews on product, service, etc
Surveys - Customer surveys on products, service, store layout
Social Media - Facebook friends, likes, tweets per day, following jcp
Banner ads - online click through rate, per purchase
E-blasts - Click through rate, purchases from coupons
Fashion Show - Attendees, charity donations, jcp press
MEASURES OF SUCCESS
INTRODUCTION
February: $14,069,231
GROWTH
March: 8,909,841
April: 7,728,169
May: 10,957,732
June: 8,284,156
July: 4,550,515
MATURITY
August: 11,072,347
September: 9,148,196
October: 4,418,223
LASTING IMPRESSION
November: 11,005,387
December: 9,453,664
TOTAL
99,597,461
BUDGET
$40,000
$40,000
$61,000
$343,800
$608,400
$957,100
$12,552,300
$25,872,900
$28,598,900
$30,603,100
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33. ACCOUNT MANAGER
Amanda Geannacopulos
CREATIVE DIRECTOR
Katherine Hyde
ART DIRECTORS
Nicole Cimmarusti
Max Gustofson
COPYWRITERS
Georgia McMillan
Nicole Rossi
MEDIA
IsidoraTorres
Alex White
PUBLIC RELATIONS
Justin Lacap
ADVISOR
Timothy Hendrick
THE PEOPLE WHO
MADE IT POSSIBLE
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Our campaign was not to make jcpenney into something that it’s
not. In no way did we want to change the brand identity of jcpenney.
Instead we embraced jcpenney’s image and created a campaign that
personally resonated with our target market.
Our because you’re you campaign speaks to our target market on an
emotional and personal level.We prove to these women that jcpen-
ney understands who they are as people and therefore understands
their needs as consumers.We show how the merchandise that jcpen-
ney carries are based on these needs, so these women feel as though
the products were made for them. Lastly, we express how jcpenney
who they are, no matter how quirky they may be.The end result is
showing our target market that jcpenney is inspired by who they are
and what they do, and has jcpenney telling these women,“We offer
these products for you, because you’re you”.
Our campaign accomplishes all of our goals to change the
misconceptions our target market has of jcpenney, while
simultaneously giving jcpenney a distinct and modern personality. By
promoting the exclusive brands jcpenney offers, our campaign posi-
tions jcpenney at a higher level of retail and will not only reach pro-
spective jcpenney customers, but customers of other department
stores, like Macy’s.
the minds of their consumers and will bring them one step closer to
being America’s favorite retail destination.
CONCLUSION
