2010-2011 Boston University submission to NSAC for JCPenney.

1. it starts at
Boston University NSAC 2011
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2. contents executive summary
Category Overview ......................1 jcpenney has held a long-standing reputation for fashionable clothing at reasonable prices. However,
with an onslaught of new competing retail chains and specialty stores and the evolution of the
Competitive Landscape.................2 cautious and resourceful consumer, jcpenney’s share of women 25 to 34 has declined.
JCPenney...........................................3
Category Trends..............................4 These women feel that jcp don’t relate to them and their needs, nor do they feel that jcpenney
products have good value. These shopping-savvy consumers have grown immune to the routine,
Primary Research............................5 budget-focused messages of previous jcp campaigns as they are already confident in their own ability
Target Audience...............................6 to find a good deal.
Target Profile....................................7
COMave Advertising introduces the “it starts at jcp” campaign to reinspire and engage these
Campaign Objectives......................8 independent 25- to 34-year-olds. The campaign takes a different approach by reminding women of
Positioning.........................................9 the exhilarating, “thrill of the find” sensation they experience when shopping. It makes them feel
Campaign Strategy...................10-11 confident with their purchases by giving them the tools to share their stories, and rewards them for
shopping at jcp, both emotionally and financially.
Creative Strategy...........................12
Phase One: Launch..................13-17 The “it starts at jcp” campaign will:
Phase Two..................................18-21
Increase average shopper frequency to at least once a month
Phase Three..............................22-23 Achieve 5% growth on jcp Facebook store and jcp.com purchases
Partnerships...................................24 Increase store traffic by 10% among target audience
Out of Scope.................................25
To best reach the 25 to 34 year old female shopper, our campaign will roll out in three phases: first,
Media.........................................26-27 to create buzz through mass events and build awareness of the new jcp through traditional media;
Copy Testing..................................28 second, to engage the target directly through out-of-home placements and events to bring the
Evaluation.......................................29 consumer into the store; and finally, to retain our new customer base through reward tactics and
marketing strategy in malls.
Conclusion.....................................30
Media spending will be year round, beginning in February 2011, and features a pulsing plan with an
emphasis on our second phase, driving as much of our target audience as possible to the store.
ii
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3. category overview
power of clothing suppliers power of the customer threat of new entrants threat of specialty stores department store rivalry
Cotton prices have been increasing As a group, customers have the Decreasing number of independent Specialty stores provides more Slow market growth6
since 2009 and are now 80% ability to demand high-quality retailers3 specific product options for
higher than before1 products at bargain prices2 consumers Memberships and other special
Increasing number of chain stores4 services are offered to gain loyalty7
Learn about deals online through Easier to navigate than department
mobile devices stores5 More clothing companies
expanding online distribution8
our analysis
...shows us that jcpenney competes with other retail outlets and chains besides
department stores. jcpenney must also recognize the power of today’s savvy shopper.
Department Store Sales since 2005
department store retailing
Department store sales have been declining
since 2005, especially since the recession hit
in 2008, and consumers have been cutting
back on discretionary purchases.9 Recently,
the decline has slowed.
Department stores have not been successful
at offering incentives to attract customers
who usually shop through other retail
outlets.10
1
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4. competitive landscape
“Magic of Macy’s” “Expect Great Things” “Life’s a Moving Target”
Typical Customer: 25-34 years old11 Typical Customer: 35-44 years old14 Typical Customer: 24-34 years old16
Ad Tone and Emphasis: Ad Tone and Emphasis: Ad Tone and Emphasis:
Stylish celebrity spokespeople Available for the whole family Humorous
Family oriented Great brands with great savings Lighthearted (“Hello, goodbuy”)
Brand specific Takes advantage of teenage trends Take advantage of trendy celebrities
by using pop music icons (i.e. Black Eyed Peas, Taylor Swift,
Christina Aguilera)
25-34 year old woman thinks... 25-34 year old woman thinks... 25-34 year old woman thinks...
Macy’s makes the top designer Kohl’s is a reliable bargain source Target is the place for the
brands accessible to everyone. for the entire family with choices budget and quality conscious
for all ages. shopper.
“I love Macy’s exclusive brands.”
- female, 26 (married, no kids)12 “I know that my son is going to grow out of the “I love the way that target has everything
clothes fairly quickly so why not just buy I need in one stop! Food, beauty, clothes,
“INC styles are so trendy and I love the cheap clothes that I know will get the job done?” and shoes! I can even pick up a new CD
store’s rewards program.”13 - female, 32 (married, kids)15 for the car ride home!”
- female, 28 (single, no kids)17
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5. jcpenney
target audience & jcp
“We Make it Affordable, You Make it Yours” Our target’s thoughts on jcp20
Typical Customer: 45-54 years old18 67% felt that JCP appealed to 87% of our survey respondents
35 to 54 year olds felt that JCP was affordable
Ad Tone and Emphasis: Clothes are “low quality”
Value Conscious Stores are “cluttered”
For the whole family 87% of our follow-up survey
In the last 6 months, 72% of respondents know JCP is a
our target audience shopped at department store, instead of a
Target, 54% at Macys, and only discount store like Walmart
10% shopped at JCPenney.
25-34 year old woman thinks...
strengths weaknesses
jcpenney is known for their low
Excellent customer service Consumers see JCPenney
prices, but the customers don’t as “budget” shopping as
Affordability
connect with the style or quality. opposed to “fun/relaxing”
swot analysis Strong historical brand
High virtual presence shopping13
“I love logging onto Facebook or Twitter to see all We derived the following Perceived older customer
the great deals posted online.” opportunities and threats base21
- female, 26 (single, no kids)19 for our campaign through
our primary and secondary opportunities threats
research. Mobile couponing is Price inflation on textiles24
growing, especially in the Consumer confidence is on
retail category sharing the rise, but still low
deals22
Consumers are slowly
beginning to spend more
on personal items23
3
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6. category trends
trends among the consumer
social
According to reports August 2009 and July 2010 retail social media usage increased by 10% and click through increased by 16%25
Social Twist also noted that over a million referral messages were sent using their Tell-a-Friend service26
technology
The customer has the power to discover the best deals through new technology.
Shoppers are able to compare prices through mobile apps, research, overseas shopping and websites that offer a daily deal.
flexibility
With all of the options available now, consumers can shop anywhere, at any time. Including in-store, e-commerce, on mobile
devices, through Facebook, social sites, and video enabled websites such as YouTube.27
Customers between the ages of 25-34 are more likely to research online before going to a jcpenney store, primarily to research
price and secondarily to seek item availability.28
moving forward
This confirms that more women use social media outlets, such as Twitter and Facebook to share their daily personal triumphs
with their friends.
This confirms that technology and mobile devices are a large part of women’s shopping experiences and trends, since they
provide these women with a wide variety of deals.
This confirms that the consumer knows her time and money are valuable. It is important that she scouts out the most
convenient place to buy her items at the best prices.
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7. primary research
1,087
overall research
impressions
research objectives
We implemented a wide-spread research design to accomplish the
following objectives:
938 major surveys taken
Understand the behavioral and emotional characteristics of 129 follow-up surveys taken
25 to 34 year old women 10 shopper* interviews
Evaluate jcp’s performance compared to competing mass
retailers and department stores
10 in-depth interviews
Monitoring of twitter, blog mentions of jcpenney
Identify the brand’s strengths and weaknesses through
customer perception and feedback Secondary Research (65+ sources)
target insights “I share with my friends. My friend Julie and I are
To our target:
constantly talking about sales.”
shopping is an emotional experience that provides a -Female, 26 (married)30
“release.”
saving is important, but not at the expense of style or “Shopping is a release, I need it.”
purchasing from stores that they like. -Female, 28 (married with kids)31
sharing their deals with their friends is common, particulary
via text, Facebook and twitter.29
“It is fun to get out but I am also budget oriented.”
-Female, 29 (married and kids)32
*Shopper interviews are women who have shopped at JCP and its competitors withing one week to one month. 5
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8. target audience
key insights
Our target members are Our target is independent. Our consumers are savers.
learners and sharers. 64% of our consumer shops They primarily enjoy coupons,
Our target uses media to learn alone, which they prefer to followed by sales events and card
about and share fashion and deals. do. Our target woman only discounts. These women are
57% of our survey respondents has so much time to shop for budget-conscious. Those who
read fashion blogs and magazines. herself and she wants to make are raising families are especially
9 out of 10 of our in-depth the most of it by focusing on prone to purchasing clothing on
interview subjects and the majority herself.36 clearance.40
of our focus group participants
said that they told their friends “I shop more alone.
about their steals through face-to- It is easier because
face, texting, or Facebook.33 you can spend as “I only shop sales; I
much time as you kind of need to now
want looking for that I’m shopping
things, try on as for my family!”
“I found a sale at
much stuff as you
Nine West - I texted
want.”
my best friend. I
definitely brag about -Female, 34 (unmarried, no kids)37 -Female, 28 (married, no kids)41
steals.”
Our target doesn’t like to Our target has an emotional
compromise. attachment to shopping.
-Female, 26 (unmarried, no kids)34 These women know what they like Shopping is a “release,” an
and are confident that they can emotional activity. It’s their guilty
Our target is style-focused. get the style they want at the price pleasure, their “hot fudge sundae”
These women value style and they want. And they won’t settle as one focus group participant put
affordability first and foremost for anything less than that. 47% of it. They still are conscious of their
while they are shopping, except our survey respondents say they go budget, but they cannot deny that
for when they shop for work wear to the stores they like and if they shopping is an activity and is a way
or footwear. In those arenas, our find a sale, they’ll take advantage to let loose.42
audience is looking for style and of it.38 In general, women 25-34
quality.35 years old will most likely head
right to the clearance rack at their
favorite store.39
6
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9. target profile
meet REBECCA
She is a young professional between the ages of 25-34 who is savvy, optimistic, open-minded, free
spirited, and wouldn’t dare to settle for anything less than a good quality product and a good deal.
independent connected
Rebecca is an independent shopper. She While she usually shops alone, Rebecca is
doesn’t need her girlfriends with her to enjoy a connected woman. She likes to share her
shopping. She does appreciate having her fashion finds through word of mouth, social
friends’ input on her outfit choices, but at media and blogs. In her many circles of family
the end of the day, Rebecca relies on herself and friends, she is considered the leader. Her
to make decisions and have a good time. high sense of self-worth and confidence
encourages her to share her opinions widely
over Internet and word-of-mouth channels.
self aware
Rebecca shops with a purpose, she realizes what she needs to buy for herself and her family, but
she also enjoys browsing around the store for whatever catches her eye. She also knows that she can
find something that she likes at the price that she wants, and she relishes the thrill of the find. That’s
why she feels like shopping is not only a responsibility but can be a fun stress reliever. When it comes
to shopping, she is multi-item minded and balances having a good time while minding her budget.
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10. campaign objectives
With a compelling campaign that reaches 25-34 year old females at all touch points and through
various media, we will aquire the following objectives:
Increase average Increase store
shopper frequency traffic by 10%
Achieve 5% growth
to at least once a among target
on jcp Facebook
month. audience.
store and jcp.com
purchases.
8
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11. positioning
To Rebecca, jcpenney provides the empowering experience
through the excitement of finding a “steal” and that rewards her
post-purchase better than Kohl’s, Target, and Macy’s.
Shopping at jcpenney is an
empowering experience...
The deals Rebecca finds while shopping at
jcpenney allow her to put style first without
straining her wallet. This leaves her feeling
accomplished and excited because she
spent her money well while shopping at
jcpenney.
...that rewards her life
The products Rebecca buys at jcpenney make her feel confident with her
purchase and therefore with herself. jcpenney instills pride in Rebecca for
finding great deals, and she is reminded of that pride everytime she wears her
outfit and shares its story.
9
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12. campaign strategy
Some see them as problems. We see them as opportunities.
problem: opportunity:
Majority of our respondents felt that jcp Since jcp has well-established its reputation
was “cheap” and its major benefit was for affordability, we want to move beyond the
their low prices.43 “low prices” platform to one that speaks to the
emotional side of shopping.
We’re creating a youthful campaign that relates
Our target felt that the jcpenney brand
to events and experiences from the lives of an
appeals to an older set of women.44
average 25- to 34-year-old.
Our research respondents felt Our campaign will excite the consumer by
ambivalent about shopping at jcp, either refreshing and revitalizing the shopping
vaguely negative or vaguely positive. 45 process for our target audience.
what they say now46: what we’ll get them to say:
“Cheap” “Amazing deals”
“Has the
“It has a nice atmosphere.” clothes for me”
“Old” “Fun!”
“Mall” “I’m excited to shop at JCP”
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13. campaign strategy
our STRATEGY:
Capture the feeling of the “thrill of the find”
It’s this feeling that gets Rebecca excited about
shopping, and what will excite her about
shopping at jcpenney. Also, it’s this concept that
will push the jcp brand beyond the “low prices”
To excite Rebecca
so she’s inspired to shop at jcp,
positioning.
Appeal to our target’s emotional relationship
with shopping
Our campaign will resonate with the target
audience by relating to her appreciation of
to empower Rebecca
so she feels confident about
bargain shopping as a confidence booster. We her savvy shopping and jcp,
will also make Rebeeca feel smart by giving her
the tools to show off her deals, empowering
her to be the savvy shopper leader among her
friends. She’ll relish the feeling of confidence
that comes with finding and flaunting her jcp and
“steals.” to reward Rebecca
so she’ll shop at jcp again.
Establish a personal relationship with the
target to encourage loyalty
Our campaign will reach out to Rebecca directly
not just to encourage her to visit jcp stores
once, but to keep visiting. The satisfaction from
shopping jcp deals will reinforce her loyalty as
much as our monetary incentives will.
11
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14. creative strategy
segmentation avoid pricing focus on apparel
We chose to target “women with By avoiding naming specific prices in We want to connect with the customer
children” and “women without our campaign, we create an opportunity on an emotional level, and whenever
children” together because both to make an emotional connection that these women spoke about a “release”,
groups are similar in their feelings transcends the bargain. Instead of it was for clothes shopping. We will get
about shopping. The majority of focusing on the money they save at them to slowly accept our message by
women with and without children view jcp, our target will connect with the using a message based on a shopping
shopping for themselves as a “release”, confidence and excitement of finding product they’re familiar with apparel.
which is why they value shopping a treasure.
alone. Both segments also prioritize
finding deals when they shop and share
them with their friends.47
it starts at
The feeling of success and self confidence starts with the find at jcp.
PHASE ONE PHASE TWO PHASE THREE
FEBRUARY-APRIL
MAY-OCTOBER NOVEMBER -FEBRUARY
Kick off the new
Engage and involve Focus on in-mall advertising
jcpenney campaign with
the customers in the during the holiday and post-
a buzzworthy initiative
brand by using guerrilla holiday rush to bring the
that leads up to the launch
adverting, and bringing target into the store.
of the new broadcast
the store experience to
commericals aired during
them.
the Oscars.
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15. campaign launch
QR code Treasure Hunt
Cost: $3,480,000
February - March
Our campaign will launch with an unbranded QR code on
billboards in thirty major cities all across America. The QR code
will take users to the jcpenney Treasure Hunt microsite, which
includes instructions on how to play. Users can log in through
their facebook account to create a profile and track their progress.
The Tresausre Hunt is a series of clues that can be unlocked to win points
that add up to prizes. For example, users with 250 points or higher are
eligible to win a free makeover at Sephora; users with 300 points or higher
are eligible to win a $50 gift certificate to jcp; and so on. Answers to
it starts here
clues can be found in the store, on the jcp website or facebook, and even
during the new jcp television commercials that debut during the Oscars.
Home Profile JCP Treasure Hunt Prizes
Facebook Login
1. Carol Issa (McLean,VA) 461
Email:
2. Karen Hamill (Boston, MA) 412
Password:
3. Jason Sifre (New Paltz, NY) 370
Login
4. Juliana Becker (San Diego, CA) 298
How to Play
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16. academy awards sponsorship and TV launch
Impressions: 636,761,250
television
Cost: $25,682,063
CPM: $35
Selections: ABC, VH1, E!, Hulu, YouTube
We will continue the 10-year tradition of sponsoring the Oscars, when we will launch our TV campaign. The target demographic (25-
34) spends about 10.7 hours a week watching television during its regular broadcast time.48 Selecting placement on channels that already
cater to the target market will increase the effectiveness of the TV ads and justifies the portion of the budget allocated there.
Woman takes a grey, smart-looking suit out She walks out of the dressing room and As she walks out of his office, she walks
from a rack at jcp. into an interview where she is shaking into a meeting where she is clearly giving
She walks with it into the dressing room. hands with an employer. an important presentation with all eyes on
Music begins her wearing the suit
From the board room, she walks out and She gets up from the chair and walks out
into her new corner office where she sits on of the dressing room, carries the suit to the Making it big starts at jcp.
the chair and swivels around. counter at jcp.
14 Making it starts with finding the outfit The one that gives you the kind of confidence that
only comes from finding that deal. That perfect fit.
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17. academy awards
second screen
Cost: $0
Academy of Motion Picture Arts and Sciences and ABC released a
companion app on smartphones and tablets for the Academy Awards.
During the Oscars, the app listened to the sounds from the TV and synced
with the program, which enabled viewers to go behind the scenes before,
during and after the ceremony.
We will leverage this technology to enhance our sponsorship. During jcp
commercials, the app will take viewers to the online store where looks from
the advertisement are featured.
E! page takover
Cost: $ 1,496,250
We will have E! website takeovers after awards shows
to capture the attention of the women going to see the
fashion from the previous nights. Women ages 25-34 are
45% more likely to watch E!49 and eonline.com has 2.5
million unique US visitors per month.50
At first, the background will feature the model trying on
a dress in a jcp fitting room, and after five seconds on the
site, the background behind her will change to a scene of
a night out.
it starts at
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18. traditional media
print
Impressions: 92,462,614
Cost: $14,695,313
CPM: $120.47
Each print ad will have two layers. The top layer is an
image of the jcp fitting room or store printed on a
transparency with an image of a woman showing through.
A look at the bottom layer shows the same woman
bringing that steal of a purchase into her life and displays
her confidence over her purchase.
The getaway: your favorite excuse to search for The New
Spring Dress, The New Sunglasses and The New Bathing
Suit for The New You.
And dreaming about those perfect outfits for your future
self? It can’t even compare to when your current self finds
them on the rack.
<
“ The getaway: your favorite excuse to
search for The New Spring Dress, The
New Sunglasses and The New Bathing
Suit for The New You And dreaming
your getaway starts at about those perfect outfits for your future
self ? It can’t even compare to when your
current self finds them on the rack.
your getaway starts at jcp
”
“ You know when you look good. It’s when
the right shoes, the right dress and the
<
right hair have aligned to make you feel
unstoppable. And that knowing smile, the
one from thinking about your shopping
victory with this deal? It makes your outfit.
”
You know when you look good. It’s when the right shoes,
the right dress and the right hair have aligned and leave
you feeling only the good vibes. You’re unstoppable - you
your night out starts at jcp
felt that way the day you discovered this little steal. And
that knowing smile, the one that came from thinking about
your shopping victory? It makes your outfit.
16 your night out starts at
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19. traditional media
You’ve got style. No one can tell you if it’s wrong or
right, it is nothing but your own. And that whoosh of
pleasure you get when you find the exact silverware
radio
you were looking for, the one is the final touch to
our new kitchen? It happens only when you know it
you’ve made the deal of a new lifetime.
Impressions: Radio and Pandora, 30 seconds
475,860,938 About 17.5% of our target’s media
Cost: $5,985,000 consumption is radio and streaming
CPM: $9 online music.*
“
SFX Audio
Heels pounding You’re used to turning
down sidewalk. heads when you walk
down the street.
Zip.
Especially in those jeans.
You know, those jeans.
Hangers slide across
clothing racks. The pair you got at JCP
The pair you flaunt.
your debut starts at
The pair people always
^
ask you about.
magazine ad
“
It’s time to find that deal
You’ve got style. No one can tell you again.
if it’s wrong or right, it is nothing
”
but your own. And that whoosh of That perfect fit.
pleasure you get when you find the It starts at JCP.
exact silverware you were looking
for, the one is the final touch to our
new kitchen? It happens only when banner ads
you know it you’ve made the deal Cost: $4,275,000
of a new lifetime.
”
Similar to the print aesthetic, the banner ads will mirror
your debut starts at jcp the double-image approach. They will begin with a woman
performing a seemingly normal task at a newly decorated
jcp store. Upon rollover, she will be positioned in the same
way, but transported into her ordinary life. 17
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20. phase two
Orbitz advertising
Cost: $4,275,000
People ages 25-34 had more domestic
vacations than any other age group in
2009.53 To capture the target when traveling,
confirmation e-mails from Orbitz will feature
a jcpenney ad suggesting outfits based on the
forecast of the travelers destination.
direct mail
Cost: $9,405,000
This Sephora mailer will be sent as a direct Customers not located near a store featuring
mail piece to customers in local shopping Sephora will receive a similar package
distance to jcpenney. Iconic Sephora themed on the salon. Of known jcpenney
packaging coupled with the new jcp logo customers, 25-34 year old salon customers
signify the new partnership. make an additional 3.3 trips a year.54
Karen Is
sa
6253 Eg
mo
Richmon nt St.
d, VA 23
218
touch-u
ps start
at
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21. events
in store photoshoot
Cost: $1,680,00
Over one weekend we will send professional photographers
to the top 10 highest grossing jcp stores in the United jcp
States. We will set up an impromptu photo shoot inside
of the stores to create buzz. Our jcp stylists will stop
women walking by to try on jcp clothes, have a Sephora
makeover, and have a professional photoshoot inside of jcp.
These photos will then be branded and projected onto a
digital billboard in Times Square, as well as added to the
jcp Facebook page. The women get to keep the clothes jcp
and have the opportunity to tag themselves on the JCP
Facebook page to show off their professional photographs
being displayed in New York City. Additionally, there will
be a live feed of the billboards in Times Square on jcp’s
website.
fall launch parties
Cost: $4,320,000
A select amount of women who are influential in various social media outlets will receive a surprise
invitation to get the first taste of fall’s freshest looks at the jcp launch party. We will invite women who are
online brand evangelists - those who tweet, blog and facebook about jcpenney - to promote buzz around
the events among their social networks. They will be the first to see all of jcpenney’s fall 2011 looks in a
runway show in the store. Following the runway show, the shoppers and five of their closest girlfriends
will have the first chance to shop the newest looks of the season, cocktail in hand and gift card in purse,
with deals that can only come with being a true lover of all things jcp. Professional jcp photographers
will post the glamorous event on Facebook and allow the guests to tag themselves after they’ve liked the
official jcp page.
19
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22. out of home
bus stop covers
Impressions: 486,486,486
Cost: $2,880,000
CPM: $1.48
The interior of the bus stop will be made to imitate
a dressing room, with mirrors and clothing hooks.
There will also be an image of of a women in the
dressing room wearing a new outfit from jcpenney.
On the outside of the bus cover, the same woman will
be transplanted into a real life situation with the same
outfit and look of confidence, with our tagline “it starts
at jcp”
billboard
Impressions: 525,112,500
Cost: $2,351,250
CPM: $3
Billboards will act as reinforcement during the
first and third phases. They will increase brand
awareness among drivers in the target and
solidify the new brand image.
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23. non-traditional
subway flipbook ads
Cost: $2.400,000
Subway flip book ads will appear the first two weeks of every month during phase two. The ads will
catch commuter’s attention in an unexpected way and generate buzz amongst the target. The ads
dipicts a woman trying on a dress in a jcp dressing room spinning into a split frame and into the real
life setting of her on the beach with our tagline “it starts at jcp”.
sidewalk quizzes
Cost: $840,00
Immitating the style quizzes usually found in the back of fashion magazines, our sidewalk quizzes will engage the
target outdoors in a familiar way. These fashion quizzes will promote the jcpenney brands that our target audience
loves, such as Sephora and Liz Claiborne. Because they are outdoor ads, they can be adjusted to promote different
brands around jcp locations that feature lines that can not yet be advertised nationally, such as Call it Spring.
21
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24. phase three
“find more” app
Cost: $120,000
Since 25-34 year olds are very likely to acces the internet to
compare prices while shopping we have designed a comprehensive
smartphone application.55 Our jcp smartphone application
will use the technology from their in-store “Find More” smart
fixtures” to make the digital experience at jcp more personal.
Outside of the store, customers can use the application to shop
online via Facebook and find daily deals at their local store. In the
store, the application can be used to scan barcodes on items to:
Check the availability of merchandise in nearby stores
E-mail item images and info to themselves or a friend
Learn more about the product’s features and product
recommendations for complementary items
We will also expand on the findmore app by adding secret
“finds”. If a customer scans the barcode of the mystery item,
they’ll discover a hidden discount on that item. The app will
also ask users if they would like to publish their win to their
social networks. This will help capture the thrill of the find and
encourage customers to share their discovery with their peers.
“tweet your receipt” program mystery reward card
Cost: $0 Cost: $2,880,000
During this phase, a unique QR code or bar code will be printed Throughout November and December, every time a customer
every jcp’s shopper receipt. Using the “find more” app, shoppers shops at jcp they will receive a gift card of an unknown amount.
can scan the code to upload a picture of their purchase and how Customers can only find out how much is on the card when they
much their savings were onto their Twitter or Facebook account. shop at jcp after January first.
This program will help Rebecca show off their deals to their The mystery reward card will encourage repeat customer visits and
personal networks and increases discussion of jcp on social increase sales during one of the slowest months in retail.
networks.
22
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25. mall traffic
elevator ads
Cost: $2,400,000
The elevator ads bring our message to life
by creating an opportunity for the viewer to
physically step from one world into another. By
placing these in malls, elevator riders will be
encouraged to take their next steps into the jcp
store.
it starts at it starts it starts at
parking stripe ads
Impressions: 799,558,011
it starts at it starts at it starts at
Cost: $2,160,000
CPM: $1.81
When entering a parking lot and walking into a store individuals see
between 1 and 30 parking stripes.56 Placing these ads in parking lots
around jcpenney will increase brand awareness both before and after
their shopping experience. The stripes with feature our tagline “it starts
at jcp” reinforcing the new brand image during phase 2.
it starts at it starts at it starts at
.
y
mall quizzes
Cost: $840,000
and
The sidewalk flowcharts feature in Phase 2 will be
printed on the floors of the mall to engage shoppers with
the jcp brand while they are in the mall.
23
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26. partnerships
How I Met Your Mother
jcp will partner with the CBS comedy How I Met Your Mother to create
an interactive experience for the show’s viewers. CBS and JCP will release a
companion app for smartphones and tablets to sync with the tv and show behind-
the-scenes extras, similar to the app used during the Acedemy Awards. The app
will provide access to extra footage, actor bios, episode information and a live
discussion forum.
Aditionally, jcp will dress the two main female characters: Lilly, 33 and married;
and Robin, 30 and single. While the show is airing, the companion app will show
the items of the character’s outfits from jcp and link them to jcp’s online store.
Parent Teacher Association
jcp is the leading corporate advocate for afterschool
programs.57 In an effort to reward teachers that have made
a positive influence on their students’ lives, jcp will partner
with the National Parent Teacher Association to provide a
jcp salon treatment and $100 to the teachers nominated by
their students and the students’ parents.
Project Runway
Project Runway host Tim Gunn is the Chief Creative
Officer at Liz Claiborne, which is exclusively partnered
with jcpenney.58 jcp will sponsor an episode of Project
Runway, during which the competing designers will create
an outfit to be exclusively sold at jcp.
24
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27. JCP jcpenney
jcp.com
out of scope
jcp.com
credit card design
The jcp Card follows the same color scheme of
123 456 789 1 0
2011
jcp
01/01
resusable bags
To follow the up-and-coming trend of re-useable shopping bags, jcp
the re-usable bags with simple and bright colors. JANE D CARDHOLDER
Taking after the women who shop at jcp, this card introduces one of their own. jcp takes “going green” to the next level
is clean and modern. The vibrant red color also with the new simple, bright, and RED re-usable bag. Simplicity avoids
plays a part with brand reminders. Because of its the clutter of busy patterns allowing onlookers instant recognition of
unusual color, women are encouraged to shop at the store, while shoppers show off their new purchase proudly. The
jcp every time they see it. bright red not only incorporates jcp’s color, but also expresses the
boldness and pride shared by the women shopping at jcp.
J CP jcp.com
jcpenney
jcp.com
jcp
coat check
dressing room jcp stores located in climate-appropriate
The true location of a woman’s purchase areas will open complimentary coat checks
decision is in the dressing room as she’s looking for customers during cold and rainy months.
123 456 789 1 0
in the mirror and feeling amazing in an outfit. Research shows that shoppers feel annoyed
2011 01/01
The favorable lighting, customized hooks, and by the Dextra layers required during inclement
JANE CARDHOLDER
helpful attendants will remain in her mind long weather so we’ll offer them a better experience
after she’s left with her new looks. starting at jcp. Shoppers habitually entering
the mall through other department stores will
alter their behavior for this simple reward and
regular jcp shoppers will feel appreciated for
their loyalty.
25
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28. media
Sept
Nov
Dec
May
Mar
Aug
Oct
Apr
Feb
Jun
Jan
Jul
26
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29. media
magazines
It Starts at jcp ads will be featured
in major magazines year round.
However, ads will only be fetured in
weekly magazines during the first
and third phase to support the heavy
TV $25,682,063
Magazines $14,695,313 traditional focus. Orbitz
Billboard $2,351,250
Banner ads will appear on Orbitz
Radio $2,351,250
year round, but with more emphasis
Orbitz $4,275,000
during times of increased travel such
Banner Ads $4,275,000
Pandora $3,633,750
radio as around the 4th of July and the
weeks preceding Thanksgiving.
Smart Phone App $120,000 Radio ads will be run year round,
E! Online Takeover $1,496,250 but with higher frequency on dates
Sidewalk/Mall Map $1,680,000 which promote events and sales.
In Store Photoshoot $1,680,000 These include the Oscar launch, the
Launch Parties $4,320,000 beginning of our launch parties, the
Direct Mailer $9,405,000 week of Black Friday, and the weeks
Subway Ads $2,400,000
leading up to the New Year. Pandora
Ads on Pandora will run throughout
Bus Shelters $2,880,000
Elevator Ads $2,400,000
phase two, but appear in other
phases around important events.
Parking Stripes $2,160,000
In phase one Pandora ads will run
Rewards Card $2,880,000
Treasure Hunt $3,480,000 leading up to the Oscar launch.
The ads in phase three will run
$92,500,000
$7,500,000 production costs during the week of Black Friday and
Cyber Monday, as well as the week
following Christmas to promote sales.
Total $100,000,000 27
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30. Old New
copy testing
You and your girls make heads turn every time You know when you look good. It’s when the right shoes,
you go out. Wearing the clothes you flaunt. Outfits the right dress and the right hair have aligned to make you
that people always ask you about. You walk around
with the kind of confidence that only comes from feel unstoppable. And that knowing smile, the one from
finding that deal. That perfect fit. thinking about your shopping victory with this deal? It
makes your outfit.
Your night out starts at JCP
Your night out starts at jcp.
What did people say?
5 out of 10 participants argeed that it sounded like an
advertisement
New
“Its too over the top and too cheesy”
-female, 28 years old (unmarried, no kids)59
What did people say?
“It sounds like they’re trying
6 out of 10 participants didn’t
too hard” connect with this snowplay scene.61
-female, 30 years old (married, no kids)60
Result
We added a little more attitude to our tone
of voice. Instead of telling them that they are
fabulous, we say more casually remind them
that we know how it feels to find that deal.
Result
We changed it to a dinner scene to
connect to the time in Rebecca’s life when
snowball fights start at she starts furnishing her own place and
Old
28 hosting parties.
JCP Plansbookv5_Master.indd 28 3/23/11 1:02 PM

31. evaluation
objectives phase tactics evaluation
Monitor redemption
Mystery rewards of mystery cards
Increase average & frequency of jcp
card;
shopper frequency Phase 1, 2, & 3 jcp treasure hunt;
Rewards card use;
Note number of treasure
to at least once a continual hunt participants;
month. traditional/non- In-store electronic
traditional ads counters for traffic
Call to action on Measure changes in
Achieve 5% CTR, visitors, bounce
print executions;
growth on jcp Phase 1, 3 Users with jcp app
rates and shopping cart
bounce rates;
Facebook store can shop online on Monitor the number of
and jcp.com Facebook downloads of jcp app
purchases.
Reminder ads;
Measure event
Mall ads directing
Increase store participants and number
traffic to jcp; of mentions on social
traffic by 10% Phase 1, 2, & 3 jcp treasure hunt, networking sites and
among target direct mailer, other publications;
audience. photoshoots, & In-store electronic
counters for traffic
launch parties
when
and
29
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32. conclusion
We blelieve that the “it starts at jcp” campaign is based on a strong and unique strategy
that accomplishes both advertising objectives and jcp’s long term business objectives.
In order to reach the 25 to 34 year old female shopper, or as we call her Rebecca,
our campaign’s three phases acclimates jcpenney’s new and exisiting customer to the
improved jcp. The “it starts at jcp” platform will excite our target audience and inspire
then to take a second look at the store. Our campaign appeals to Rebecca’s need to
find the best deal possible and empowers her to share it with her friends. As a result
we believe this campaign will increase in-store and online traffic as well as shopping
frequency amoung 25-34 year old female shoppers.
Finally, our campagin rewards Rebecca as we modernize the shopping experience at
jcp. We will encourage her to be a smart shopper and share her deals with her friends.
20. Commave. Survey 39. Mintel 58. www.socialvixen.com
1. www.wsj.com
21. Commave. Survey 40. Commave. Survey 59. One on one interview
2. www.investopedia.com
22. www.psfk.com 41. One on one interview 60. One on one interview
3. www.investopedia.com
23. www.cnnmoney.com 42. Commave. Survey 61. Commave. Survey
4. www.investopedia.com
5. www.investopedia.com 24. www.wsj.com 43. Commave. Survey
6. www.investopedia.com 25. www.socialtwist.com 44. Commave. Survey
7. www.investopedia.com 26. www.socialtwist.com 45. Commave. Survey
8. www.investopedia.com 27. www.she-conomy.com 46. Commave. Survey
9. www.nyt.com 28. JCPenney Case Study 47. Commave. Survey
10. Mintel 29. Commave. Survey 48. Mintel
11. JCPenney Case Study 30. One on one interview 49. MRI
12. One on one interview 31. One on one interview 50. www.eonline.com
13. One on one interview 32. One on one interview 51. www.comcast.com
14. JCPenney Case Study 33. Commave. Survey 52. Mintel
15. One on one interview 34. One on one interview 53. Mintel
16. JCPenney Case Study 35. Commave. Survey 54. JCPenney Case Study
17. One on one 36. Commave. Survey 55. Mintel
18. JCPenney Case Study 37. One on one interview 56. www.parkingstripe.com
30 19. One on one interview 38. Commave. Survey 57. www.jcp.com
JCP Plansbookv5_Master.indd 30 3/23/11 1:02 PM

33. meet the team
special thanks to:
Professor John Verret, Advisor
Dean Tom Fiedler
Carol Issa Talia Rapp Julianna Becker Karen Hamill Jason Sifre
Executive Director Account Director Media Director Creative Director Technical Director
Alex Alpert Allison Milam Allyson Dilsworth Anna Konstantinova Crystal Yu
Media Creative Account Creative Creative
Georgia Locke Jennifer Johnson Liz Rosenthal Marissa Squeri Mike Macfarlane
Account Creative Media Account Creative
Nikki Vachon Quentin Weil Sneha Dasgupta Taylor White Tiffany Feng
Media Creative Creative Account Account
31
JCP Plansbookv5_Master.indd 31 3/23/11 1:02 PM

34. We are comAVE.
We are comAVE. the marketing communications boutique
We are
that will lead your brand along the path to success.
We are the marketing communications boutique
that will lead your brandrevolutionize thepath with success.
Fueled by creativity, we pave the road ahead
innovative ideas that along the market. to
Fueled by Hop in and enjoy thepave the road ahead with
creativity, we ride.
innovative ideas that revolutionize the market.
Hop in and enjoy the ride.
it starts at
JCP Plansbookv5_Master.indd 32 3/23/11 1:02 PM