AAF JCP Plans Book

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Table ofContents

EXECUTIVE SUMMARY page 2

READY SET GO page 3

CREATIVE MESSAGE page 13

MEDIA page 18

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Executive Summary

2

Ready Set Go…

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Strengths

OpportunitiesWeaknesses

Threats

MarketSegments

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

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What makes them alike:

Wha

t m

akes

the

m d

i!er

ent

Competitive Analysis

“They want your money and JCP’s”

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Functional Emotional Brand Emotional Link

Research

Research Objectives & Strategies

We carefully:

Research Strategies

Perception = Reality

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What we discovered

Sample Focus Group Comments

Positives:

Negatives:

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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

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MarketingWhat we need to do…Objectives

Marketing Opportunities: Strategic Executions

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Marketing

CreativeBrief

Target Audience

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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

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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:

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what you want @

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Creative

Prices that aren’t rough on your wallet.

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Creative

Life long dreams come with a price tag.

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Creative

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Mediawhere are you?

Media Objectives

Media Strategies

High Impact States

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Media

Omaha

Atlanta

Raleigh

Miami

Top 25 2nd Cities

Media

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Websites and blogs

NON-TRADITIONAL / DIGITAL/ SOCIALDigital Media

Social Media

What you want

Media

Web Series

Online Social Community

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On-Line Advertising

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

Media Calendar

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Traditional:TV:

Spot:

Magazines:

Out-of- Home:

!eatre:

Mall:

Online:

Twitter:

Online Mags:

Mobile:

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Relationship Opportunities

jcp Public Relations

jcp Fashion Advisory Board

jcp Fashion Blog

“Style For Life” Fashion Week


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jcp Best Dressed Budget Fashionista List

After School Program Addition – A.C.T.

o

o

@cquire Card Participants


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INTERNAL PUBLIC RELATIONSEmployee YouTube Contest

Pay-It “For-Red”

In-Store experience & Sales PromotionThe In-Store Experience


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@cquire Card

Smartphone App

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Navagation

RED ROOM

MY STORE

REGISTRIES

TAG READER

VIDEO


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PARTNERSHIPS / ENDORSEMENTS

Fashion / Style Lines

Entertainment / Celebrity Endorsements / Product Lines

Design your Future Home

Paint The Mall Red:

Red Room Concierge

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paintthemallRED

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INTERACTIVE MANNEQUINS

Smart Tags

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Online

CampaignBudget

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Campaign Metrics

IMAGE METRICS

IMPACT METRICS

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The TeamExecutive Board

Advisors

Team Members

Special Thanks

AAF JCP Plans Book

Career

Transcript of AAF JCP Plans Book