Post on 26-Dec-2014
OHIO UNIVERSITY
get readyTOGETHER
contents
03 marketing 11 acquire
12 traditional 15 nontraditional 17 sponsorship 18 philanthropy 19 digital
21 retain 22 loyalty incentives 23 digital enhancements 24 in-store enhancements
25 media 26 consideration sets 31 media spending
EXECUTIVE SUMMARY | 1
Executive Summary
campaign objectives!"#$%&'()"*)+,-)"$&./0+)(.",1)."23456
!"7)/,'8"*)+,-)"$&./0+)(.",1)."23456
!" 98$(),.)".:0;;'81"*()%&)8$<",8="1(0>".:,()"0*">,--)/",+081"$&(()8/"*)+,-)"$&./0+)(.",1)."23456
target market?&("/,(1)/"+,(@)/"$08.'./."0*"8084A$;)88)<"*)+,-)"$&./0+)(.",8="$&(()8/"A$;)88)<"*)+,-)"$&./0+)(.",1)."23456B"?&(";('+,(<"/,(1)/"
'."+,A0(-<"$0+;('.)="0*C".'81-)">0+)8D")81,1)="E"+,((')=">0+)8",8="+,((')=">0+)8">'/:"@'=.B""
positioning and creative
KEY FINDINGS""F0+)8",1)."23456",()")G;)(')8$'81"+,8<"$:,81)."'8"/:)'("-'H).",8=";();,('81"*0("/:)"*&/&()B"I:)<",()",-.0"*0(+'81"=));)("()-,/'08.:';."
>'/:"/:)'("+0/:)(.B"I:)<"H,-&)"/:)"/'+)"/:)<".;)8=">'/:"/:)'("+0/:)(.",8=")8A0<".:0;;'81"/01)/:)(B
CREATIVE STRATEGYJ)$0+)"/:)"K(,8="/:,/"&8=)(./,8=."/:)"-'*)./<-)."0*">0+)8",1)."23456",8="$,8";(0H'=)">:,/"/:)<">,8/",8="8))=B
POSITIONINGA$;)88)<"'."#+)('$,L."+0./"/(&./)="()/,'-";,(/8)("*0("='.$0H)('81"1(),/"./<-).",/"$0+;)--'81";('$).B
BIG IDEA & TAGLINEM)/"7),=<"I01)/:)(B
media and promotionsN/(,/)1'$,--<" '+;-)+)8/" A$;)88)<"
+)($:,8='.)" ,8=" .)(H'$)." /:(0&1:"
/(,='/'08,-",8="8084/(,='/'08,-"+)='&+."
&.)="K<" 0&(" /,(1)/" ,&=')8$)B" O81,1)"
>0+)8",1)."23456"K<"8084'8/(&.'H)-<"
'+;-)+)8/'81"/:)"A$;)88)<"K(,8="'8/0"
/:)'("-'H).B
!"#"$%&'()
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media spending
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A$;)88)<L."./0(<"/0=,<",."'/">,."'8"PQR2B"I:'."K&.'8)..",;;(0,$:":,."1&'=)="A$;)88)<"/0"K)$0+)"08)"0*"#+)('$,L."-),='81",8="+0./"
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The Golden Rule: Treat others as you would want to be treated.
2 | Ohio university
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,"./0()"*&--"0*"8)>".&(;('.)."*0(">0+)8B"A$;)88)<")G$)-.",/"+,'8/,'8'81"./(081"()-,/'08.:';.">'/:"'/."0-=)("=)+01(,;:'$",8=",->,<."Z8=."
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>),@",8="/:)"$,/)10(<"'."'8"/:)"=)$-'8'81"./,1)"0*"'/."-'*)"$<$-)B"?8-<"$0+;,8').",K-)"/0"&8'%&)-<";0.'/'08"/:)+.)-H).D">:'-)"()+,'8'81"
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" A$;)88)<"@80>."./()81/:)8'81"'/."$088)$/'08">'/:"<0&81">0+)8"'.","./(,/)1'$";('0('/<B"#";-,8"/:,/"K0/:",$%&'().",8="()/,'8."*)+,-)"$&./0+)(."
,1)."23456D"'8$(),.).".:0;;'81"*()%&)8$<",8="1(0>.".:,()"0*">,--)/",+081"$&(()8/"*)+,-)"$&./0+)(.D"'."8)$)..,(<B"I0")**)$/'H)-<".;),@"/0"
/:).)">0+)8">)"8))="/0"&8=)(./,8=":0>"/:)<".:0;D"/:)">,<"/:)<"/:'8@",8=">:,/"/:)<"H,-&)B"F)":,H)"=)H)-0;)=","$,+;,'18"/0"(),$:"0&/"
/0">0+)8",1)."23456"/:,/"()-,/)."/0">:)()"/:)<",()"'8"/:)'("-'H)."80>",8="./,<."/(&)"/0"A$;)88)<L.":)('/,1)B"F:'-)".&$$)..*&--<"*&-Z--'81"/:)"
$0+;,8<L."0KA)$/'H).D"/:'."$,+;,'18"$08/'8&)."/0";();,()"A$;)88)<"*0("1(0>/:B"
!"#$%&'(&#()*+#+(%'(&,*$#-.'/#0%+(#2&3&."-&2#'#456!#'/'.7+*+8#
introduction
Strengths Weaknesses
Opportunities Threats
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2 | Ohio university
3
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Perceived as having
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having the “right”
shopping atmosphere.
Brand perceptions
JCPenney
4 | Ohio university
competitionA$;)88)<L."$0+;)/'/0(."$,8"K)"K(0@)8"=0>8"'8/0"/>0".)1+)8/.C"
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MARKETING | 5
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6 | Ohio university
Where jcpenney should be
!"#0"@&/#',&+#EFGHID#A$-&//&7#
should be perceived as the most
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6 | Ohio university
MARKETING | 7
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8 | Ohio university
primary researchin-depth interviews" 984=);/:"'8/)(H')>.":)-;)="&."&8=)(./,8="/:)"$0()"H,-&).D"K)-')*.D",8="'8/)()./."0*"<0&81">0+)8L."-'*)./<-).D",.">)--",.">:,/"/:)<")8A0<"
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MARKETING | 9
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These three research methods led us to our key insights and gave us the foundation we needed to develop our creative strategy and big idea. >>
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10 | Ohio university
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12 | Ohio university
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14 | Ohio university
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16 | Ohio university
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16 | Ohio university
ACQUIRE | 17
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18 | Ohio university
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Subject: !"#$%"&'($#)$*&+"$&,$)-#.#/From: JCPenney <JCPenney-support@jcpenneyem.com>
Date: February 1, 2012 To: J@jcpenney.com
Reply-To: JCPenney
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Caroline Johnson & Chad Harville
campaign directors
CreativeKEY CONTRIBUTORS: Stephanie Cesear, Jimmie Corrigan, Wes Kasik
Samantha Akins, Ali Arko, Brooke Barron, Brooke Carpenter, Laura Glover, John Hicks, Megan Hillman, Hilary Johnson, Mallory Kyle,
Emily Lasko, Katie O’Leary, Neal Patten, Tyler Perrino, Shawna Polivka, Kyle Ranally, Kristen Reid, Rachel Reilly, Kayla Vaughn
MarketingKEY CONTRIBUTORS: Catherine Caldwell, Shawna Polivka
Laura Glover, Lisa Kefalos, Kyle Ranally, Logan Rice
PR/PromoKEY CONTRIBUTORS: Catherine Caldwell, Logan Rice
Samantha Akins, Caitlin Bonacuse, Nina Bressau, Lauren Corna, Robert Doll, John Hicks, Mallory Kyle, Hilary Johnson, Arlissa
Norman, Melissa Pennington, Brittany Perez, Tyler Perrino
MEDIAKEY CONTRIBUTORS: Megan Bestvina, John Hicks
Nina Bressau, Emily Lasko, Melissa Pennington, Tyler Perrino, Kristen Reid, Rachel Reilly
PRODUCTIONCatherine Caldwell, Stephanie Cesear, John Hicks, Sarah Maclam, Melissa Pennington, Katie O’Leary
Special thanksCurt Chapkowski, Stephanie Brozda, Loren Cellentani, Annie Cesta, Stephanie DelRosal, Christine Ernst, Christine Friscic, Chris Hrouda, Makaley Ikirt, Jenny Johnson, Chelsea Leasure, Max Lombardi, Mikaela Longo, Alyse Lorber, Lo Martinez, Sarah Minter, Danielle Morris, Gina Ranalli, Gretchen Raque, Marcie Richardson, Kaitlyn Richert, Lisa Roach, Chelsea Thieken, Sienna Tomko, Caitllin Whitehurst, Jordan Youtz
THREAD MAGAZINE: Jamie RatermannTyler Close, Hannah Faust, Holly Fisher, Sara Miller
SWAY THE CROWD PRODUCTIONS: Brian Grady-%*#%*+$'X%A"2#$12B'["&&"%8'X5*,@]+&?B's5&"%'-11*+B'YC%2'P1*?B'Corey Poindexter, Chris Polczinski, David Polster, Daniel Sofranko, Dan Wainio, Dayton Willison
OTHER THANKS: Professor Davis, Aveda Salon & Spa, Athens Video Works, Court Z$*++$'S166++B'V2]2"$C'Z%&12B'Z%&%%8
Robert Doll & Jimmy KahlerCreative Directors
Nina Bressau & Hilary Johnsonmarketing directors
Samantha Akins, Brooke Barron & Mallory KyleMedia directors
Kristen Reid & Emily LaskoPromotions directors
Brooke Carpenter & Rachel ReillyPR directors
Megan Hillman & Tyler PerrinoArt directors