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3

5

Table ofContents

EXECUTIVE SUMMARY page 2

READY SET GO page 3

CREATIVE MESSAGE page 13

MEDIA page 18

1

12

Executive Summary

2

Ready Set Go…

3

Strengths

OpportunitiesWeaknesses

Threats

MarketSegments

“They may all be alike… but they aren’t all the same”

4

What makes them alike:

Wha

t m

akes

the

m d

i!er

ent

Competitive Analysis

“They want your money and JCP’s”

5

Functional Emotional Brand Emotional Link

Research

Research Objectives & Strategies

We carefully:

Research Strategies

Perception = Reality

6

What we discovered

Sample Focus Group Comments

Positives:

Negatives:

7

68% Yes

26 % Doesn’t matter

6% No

49% BlandWhen you hear JC Penney what do you think of?

21% Thrifty

Would you shop at JCPenney name brand clothing?

PerceptualsObjectives:

What we discovered

8

MarketingWhat we need to do…Objectives

Marketing Opportunities: Strategic Executions

9

10

Marketing

CreativeBrief

Target Audience

11

Central Edge Communications Creative brief

Whether online or in-store, JCP gives you design, fashion, and quality with an

enjoyable experience. By renewing JCP’s style indentity we build a sense of discovery and affordabliltiy for our customers making

us America’s shopping destination.Every Day Matters

To members of our target market, women ages 25-34 and consumers establishing shopping

patterns for the future, JCP is the department store that gives them design, fashion and quality

with an enjoyable experience. JCP builds a sense of discovery and a!ordablitly as it becomes America’s

shopping destination.

Purpose: to acquire and retain female customers ages 25-34, increase their shopping frequency, and grow their share of wallet.

Creative oppurtunity: Create a new perception of jcp that incorporates a memorable and iconic symbol that conumers can identify with in a fun and distictive way. To remind consumers that you can get “what you want @ jcp”

CreativeMessage

12

Central Edge Take-Away Message - Campaign 2012 “Whether online or in-store, jcp gives you design, fashion, quality and an enjoyable experience. By

renewing jcp’s style identity, we build a sense of discovery and a!ordability for our customers making us America’s shopping destination.

Central Edge Positioning - Campaign 2012“To members of our target market, women ages 25-34 years old and consumers establishing shopping

patterns for the future, jcp is the department store that o!ers design, fashion and quality with an enjoyable experience. jcp brings a sense of discovery and a!ordability, as it becomes America’s shopping

destination.

JCPenney Positioning Value Proposition Marketing Campaign 2011 Marketing Campaign 2012

“Every Day Matters” Style & Quality“New Look,New Day,

Who Knew?”

“What You Want @ jcp

“We Make it A!ordable,

You Make it Yours”

Evolution of a creative concept

Creative

Single idea around which campaign communication is based:

13

what you want @

14

Creative

Prices that aren’t rough on your wallet.

15

Creative

Life long dreams come with a price tag.

16

Creative

17

Mediawhere are you?

Media Objectives

Media Strategies

High Impact States

18

Media

Omaha

Atlanta

Raleigh

Miami

Top 25 2nd Cities

Media

19

Websites and blogs

NON-TRADITIONAL / DIGITAL/ SOCIALDigital Media

Social Media

What you want

Media

Web Series

Online Social Community

20

On-Line Advertising

MOBILE: “What you want to wear today” weather app

Media Calendar

21

Traditional:TV:

Spot:

Magazines:

Out-of- Home:

!eatre:

Mall:

Online:

Twitter:

Online Mags:

Mobile:

22

Relationship Opportunities

jcp Public Relations

jcp Fashion Advisory Board

jcp Fashion Blog

“Style For Life” Fashion Week

Relationship Opportunities

23

jcp Best Dressed Budget Fashionista List

After School Program Addition – A.C.T.

o  

o  

@cquire Card Participants

Relationship Opportunities

24

INTERNAL PUBLIC RELATIONSEmployee YouTube Contest

Pay-It “For-Red”

In-Store experience & Sales PromotionThe In-Store Experience

Relationship Opportunities

25

@cquire Card

Smartphone App

26

Navagation

RED ROOM

MY STORE

REGISTRIES

TAG READER

VIDEO

Relationship Opportunities

27

PARTNERSHIPS / ENDORSEMENTS

Fashion / Style Lines

Entertainment / Celebrity Endorsements / Product Lines

Design your Future Home

Paint The Mall Red:

Red Room Concierge

28

Relationship Opportunities

paintthemallRED

29

Relationship Opportunities

INTERACTIVE MANNEQUINS

Smart Tags

30

Online

CampaignBudget

31

Campaign Metrics

IMAGE METRICS

IMPACT METRICS

32

The TeamExecutive Board

Advisors

Team Members

Special Thanks