Cap Ad Plansbook 2011

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ossibilities


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1Capitol Advertising

Table of Contents:Executive Summary 2

ResearchResearch Design 4SWOT Analysis 5Insights 6Campaign Strategy 7Target Market Segments 8Segmentation Strategy 9Objectives 10

CreativeBig Idea 11Creative Strategy & Testing 12

Media Strategy 13Intrigue 14Awareness 16Interest 20Action 22Website 24Social Media 25Partnerships 26In-store Recommendations 27

Metrics & Long Term Plan

Five Year Plan 27Campaign Rollout 28Accountability 29Budget & Media Flow Chart 30Appendix 31Why Capitol Advertising 32

Rickie AshmanMerrill CalottaCourtney CantorMatthew Heymann

Faculty AdvisorLynda Maddox

Imade IlentamhenRaycha JagroepNav KaurThais Moraes

Capitol Adver sing is excited to present its JCPossibili es campaign. The

campaign is based on our key insight: Women 25-34 have more personal andprofessional possibili es than ever before, crea ng the constant need forproducts to complement, enrich, and de ne their modern lifestyles .

Women are natural users of online media with at least 45% using social mediaand streaming video daily. We engage women with our media and crea veexecu ons to leverage our budget.

We look forward to mee ng and working with you.

Thank you for this wonderful opportunity!

Our TeamEbba NelliganJesse RoseKendra RousseletAaron Ruby

Katherine SimonRebecca SlotkinAmy VidettoAlan Yeboah

Special ThanksDarshan MehtaGina Myers

Project DirectorVirginia Laird


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2 Capitol Advertising

Women 25-34 are the rst genera on of women with such a broad array of opportuni es and choices. Nearly three-quarters of survey respondents toldus they were shopping and spending more because of the possibili es available to them. Whether its buying a home, moving up the corporate ladder, orstar ng a familyOh, the possibili es that await them.

We posi on JCP as an integral part of modern womens lifestyles by o ering a ordable, quality products that complement, enrich, and de ne their lifepossibili es. Oh, the JCPossibili es complements the op mis c feeling about their life possibili es and combines it with a strategic play on JCPs newlogo.

Our research shows that when women 25-34 see or hear JCP, they instantly know it is JCPenney. We extend the P into words that highlight all thepossibili es in their lives, like JCPicasso and JCParadise , and all the products JCP o ers to enrich them, like JCPhilosophy and JCPower heels .

Extending the P signi es life possibili es or products. The duality of our crea ve strategy is reinforced through branding ads and price level ads.Branding ads focus on image and communicate that JCP is an integral part of modern womens lifestyles, while price level ads focus on increasingshopping frequency and spending by communica ng that JCP has many products at a ordable prices.

JCPossibili es uses strategic media placement, brand partnerships, and loyal customers to maximize the reachof our campaign. Our media strategy guides consumers through a percep on change from dated to modern , andul mately leads them to make a purchase at JCP.

By engaging consumers and emphasizing JCPs modern image, JCPossibili es e ec vely expands the reachand impact of our message to create a unifying voice. We implement an integrated digital strategy thatseamlessly translates from online to in-store. JCPossibili es increases shopping frequency and boosts sales by$110,767,459 .

JCPossibili es strategically aligns JCP with the possibili es that de ne the lives of modern women. This updatesand modernizes the JCP brand without trying to convince women that JCP is suddenly trendy. Our research toldus that women value the tradi on of JCPenney but they want the brand to re ect who they are today and into thefuture.

JCPossibili es goes beyond the typical retail campaign and establishes the brand as a relevant part of womenslives, assuring them that JCP supports them through each stage of their lives, making them realize...

Oh, the JCPossibili es...

Executive Summary

JCPicasso: A branding ad that

highlights one of the numerousalterna ve career possibili es formodern women.


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Research DesignThe Challenge

ACQUIRE:

new female customers ages25-34

RETAIN:current female customers ages25-34

INCREASE:shopping frequency

GROW:share of wallet

The Capitol Adver sing Method


25,000hours of

SecondaryResearch

35In-Depth Interviews &

4Na onwide Online Focus Groups

1,007Na onwide

SurveyRespondents

4Shopping

Gurus

We conducted in-depthresearch on not onlythe past and currentbusiness climate of JCPand its compe torsbut also the emerging

trends in womensmodern lifestyles tobe er posi on JCP inthe future.

For our 55-ques onsurvey, we screenedrespondents bydemographics andshopping behavior.Cross-tabula onanalysis led us todiscover quan ta vedata that substan atedour insights, leading toa be er understandingof what makes womenshop, purchase, andbuild brand loyalty.

We consulted fourwomen in the targetmarket from all cornersof the country, leadingvery di erent lives. Theyadvised us throughout

the development of ourcampaign, allowing usto create a strategy thatcould resonate with ourtarget segments.

60Crea veTes ng

Par cipants

Crea ve tes ng allowedus to determine whichtypes of messageswould best captureand engage the targetmarket with the

campaign, ul matelychanging brandpercep on.

We conducted na onwide quan ta ve and qualita ve research to learn what makes women 25-34 shop and spend more at JCP and what wouldbring women who shop at compe tors to JCP. Using a mix of tradi onal and cu ng edge research, Capitol Adver sing unlocks the secret to womensbuying behavior and unmet needs, leading to the development of JCPossibili es .

Par cipants were carefully screened to include 25-34year old women who had increased retail spending inthe past year at JCP or its compe tors. We discoveredwhy they shop, what would make them increaseshopping and spending, and what makes them go toa store they have never visited before. We learned

how to ful ll the needs in womens modern lifestylesand how to provide them with a successful shoppingexperience.


7/365Capitol Advertising

SWOT Analysis

O T Well-known American brand Trusted for a ordable products for everyday life

Leader in digital innova on (e.g. rst retailwebsite, Facebook store)

Ranked #1 in AmExs Customer Service Rankingsthree years in a row

#1 retailer on DiversityIncs annual ranking of Top 50 Companies for Diversity

Perceived as a tradi onal, dated, andaverage brand made for older genera ons

Li le di eren a on in retail industry Lacks a fully integrated media strategy Services not top of mind for target market (e.g.

gi registry and custom decora ng) Public rela ons e orts fail to reach target market

Growing consumer involvement with digital media Women out-earn male counterparts by roughly

10% in major ci es Higher levels of educa on lead to more career

possibili es than previous genera ons Women 25-34 have as many as 10 life transi ons

(e.g. new home, promo on, marriage)

Endless possibili es = a constant need to purchasenew products

Online ash sale retailers (Gilt Groupe, Zappos),compe tors (Target, Macys, Kohls), and fastfashion brands (H&M, Zara) steal market share

Women get married later and have fewer children Women are me starved, giving them less me to

shop Post-recession, consumers buy fewer things,

preferring to invest in expensive, high-qualityitems

Competitors

Variety & Coolness of TargetGlamour & Quality of MacysDiscounts of Kohls

Prices of WalmartReliability of SearsUniqueness of Specialty Stores

To be er understand the compe on, we asked the target market what they likeabout JCPs compe tors:


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InsightsWomen 25-34 feel they can do anything; the new normal is that thereis no normal. From tradi onal to avant-garde, this genera on isexhilarated by the broad array of possibili es available to them.

Women 25-34 have more personal and professional possibili es than ever before,crea ng the constant need for products to complement, enrich, and de ne their

modern lifestyles .

Key Insight

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34 E orts to rapidly move JCP from average to trendy are not believableor memorable . Women want the familiarity and tradi on of JCP, butthey want it to be updated to t their modern lifestyles.

Victory is nding a great deal . A successful shopping experience isde ned by nding the right products and brands at the right price.

Women value rela onships above everything else. From family to socialnetworks, women are redefning their rela onships to t their modernlifestyles.

JCPa o: Updates the target markets percep onof the brand by showcasing its modern furnitureo erings.



Campaign Strategy

Guides consumers gradually through a percep onchange from dated to modern by showingcustomers that JCP has all the products that caterto their modern lifestyles.

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3

JCPossibilities is simple , extendable , and e ec ve . We update the JCP brandfrom dated to modern by aligning it with the many possibili es of womens modern

lifestyles.

Overall Strategy

4

Leverages womens rela onship networks to getthem to talk, share informa on, generate buzz,and promote JCPs brand.

Extends campaign from an emphasis on imageand branding to an emphasis on pricing andproducts . Branding ads focus on modern womenspersonal and professional possibili es to changepercep on of JCP. Price level ads highlight greatbrands at great prices, conveying the deal, whichincreases shopping frequency and spending.

Highlight s new JCP logo by extending the P intowords that describe the di erent possibili es available to modern women.

JCPenney is Dated Phase 1: Weeks 1-13Spark curiosity about JCP,highligh ng the companysrebranding ini a ve.

Phase 3: Weeks 27-39Highlight the many productpossibili es within JCP thathelp women ful ll theirunmet needs.

Phase 4: Weeks 40-52Encourage consumersto purchase usingunconven onal tac cs.

JCP is Modern

40%

15%

15%

10%

20%

50%

10%

5%

20%

10%

9%

Phase 1

Phase 2

Phase 3

Phase 4

Price level ad on nymag.com

Branding ads located in airports inour targeted ci es

Phase 2: Weeks 14-26Spread the JCPossibili es message and establishesJCP as a modern retailer. JCPromotersJCPar als

JCPoten als

80%85%99%

P e r c e p t o n C

h a n g e

60%



Target Market SegmentsJCPromoters

Rela onship with JCPShop at JCP 5+ mes a year,48% Rewards members

JCP = ClassicPrices = a STEALProduct = Classic

Purchase TriggersIn-store: Recent lifetransi onOnline: Shopping for aspecic item

Social MediaEquivalent

Tweeter

We want JCPromoters toshare informa on andbuzz with JCPar als andJCPoten als.

What they get outof our campaign

Jennifer: 33 years old. When shesnot spending me at home withher husband and kids, she is hardat work developing her fashionblog and online start up company.Just the other day, she got apurse from JCP for a steal andposted it on her blog.

These inuencersshare the latest retailgossip with anyonewilling to lis ten.

Meet our JCPromoter!

JCPar als Rela onship with JCPShop at JCP 2-4 mes a year,8.7% Rewards members

JCP = SimplePrices = a DEALProduct = Tradi onal

Purchase TriggersIn-store & Online: Salespromo ons


Re-Tweeter

We want JCPar als tostrengthen theirrela onship with JCPand be aware of all theaffordable productsthat JCP has to offer.

What they get outof our campaign Meryl: 28 years old. She is amarket research analyst and lovesdecora ng her new home withher husband. She visits Jennifersblog, gushes over the purse sheposted, and tweets about it.Meryl stops by JCP a er work topick up the purse and a new pairof pumps she found on sale!

These deal-orientedshoppers are on thehunt to nd the nextbig steal.

Meet our JCPar al!

JCPoten als Rela onship with JCPShop at JCP 0-1 me a year

JCP = Old-fashionedPrices = CheapProduct = Average

Purchase TriggersIn-store: Specic brandsOnline: Sales promo ons& shopping for a specicitem


Follower

We want JCPoten als torealize that JCP is amodern retailer that cansa sfy their needs forbrand name products ataffordable prices.

What they get outof our campaign Angela: 25 years old. A recent

grad, she just got her rst bigbreak working in the big city. Sheloves spending me with friendsand enjoying her newfoundfreedom. She isnt a fan of JCP,but a er seeing Meryl tweetabout the great deal she got,Angela spends her lunch breakbrowsing jcp.com.

These brand-savvyshoppers areobsessed withnding affordablebrand nameproducts.

Meet our JCPoten al!

A er extensive research, we determined that the best way to retain, a ract, and increase shopping frequency and sales among our target marketis to segment them based on shopping behavior and their rela onship with JCP. Meet our target segments!



Segmentation StrategyOur research shows that the best way to change womens rela onship with JCP is to segment our market based on their shopping behavior at JCP,rather than demographics, which ignore the diverse nature of our target market. Women are more likely to be in uenced by one another than bya retailer. We leverage womens rela onship networks to increase frequency and spending at JCP.

Since women in our target market are highly in uenced by word of mouth, we ip the funnel to focus on JCPromoters, who already view JCP astheir go-to store, capitalizing on their in uence to spread our campaign message.

Of the 20.3 million women ages 25-34 in the US, we focus on the 10.6 million who have the highest propensity to shop at JCP.

Why this works: Focus on shopping behavior (not demographics) in order to directly increase

shopping frequency and share of wallet Target JCPromoters to spread the campaign message and in uence other

women

Why we love JCPromoters:

JCPromoters are a hidden power in ourtarget market. They are the smallest innumber, but have the strongest voice of authen city and trust.

They interact with and in uence a widenetwork of consumers based on theirstrong connec on to JCP. Their messageechoes and radiates , as they shareconvincing informa on about the JCPshopping experience.

JCPromoters already think the way we wantthe rest of our target to think: JCP is top of mind.

JCPromoters 8% of target marke t910,000 women

JCPoten als 73% of target market8,300,000 women

JCPartals 12% of target market1,400,000 women

P r o p e n s i t y t o

s h o p

a t J C P

D i r e c t o n o f i n u e n c e



Objectives

We Want:

80% of JCPoten als

70% of JCPar als99% of JCPromoters

65% of JCPoten als85% of JCPar als

99% of Promoters

to view JCP as an integral part of the exci ng possibili es and lifestyles of modernwomen

to know that JCP o ers a wide range of a ordable, quality product possibili es

to change their percep on of the old JCPenney as a dated brand, to the new JCPas an a rac ve, modern retailer

We Remind: that JCP values and rewards them for their brand loyalty

Marketing:

TOTAL INCREASE IN SALES (IN-STORE & ONLINE): $110,767,459

Communication:

Ra onale : We determined ROI by nding target market size, average amount spent per trip, and number of increased trips, both online and in-store.

Our research showed that JCPromoters, especially Rewards (JCPoints) members, shop and spend the most. By increasing the number of JCPar als,JCPromoters, and JCPoints members, we boost sales by $110,767,459. We focus on increasing online sales because online shopping is growingexponen ally and is predicted to make up over half of all US retail purchases within the next 5 years. The convenience, promo onal incen ves, and 24-hour accessibility of online shopping is driving our target market to shop more online.

CUSTOMERSTo retain:95% of current JCP customersResults = 2.85M JCP customers

To a ract:10% new customersResults = 830,000 new JCPcustomers

JCPOINTSTo increase:JCPoints Membership by 20%Results = Increases members

from 375,000 to 450,000

To increase:JCPoints Ac vity by 50%Results = Increases JCPointsmembers addi onal trips peryear from 1.9 to 2.85

SEGMENTSTo move:0.75% of JCPoten als to JCPar alsResults = Increases sales by

$24,555,7583% of JCPar als to JCPromoters,Results = Increases sales by$34,879,32014.3% of JCPromoters to JCPointsmembersResults = Increases sales by$51,332,381

SALES

To increase:Online purchases by 50%Average online orders from 1.7 to 2.55 per year

Results = Increases online sales by $60,162,900

To increase:In-store purchases by 4%Average shopping trips from 3.3 to 3.43 trips per yearResults = Increases in-store sales by $50,604,559



Big IdeaPositioningWe posi on JCP as an integral part of modern womens lifestyles by o ering a ordable, quality products that complement, enrich,and de ne their life possibili es.

The Big IdeaWomen are in a stage of their lives where they are able to shape their futures as they please. There is no limit to their opportuni esbecause society no longer con nes women to tradi onal roles. Modern womens lives are lled with endless choices, opportuni es,and possibili es.

This led us to our big idea:

JCPossibili es shows how JCPs products complement womens life possibili es in a fun, easy, and exci ng way. Women feel theycan do anything; the new normal is that there is no normal.

We highlight that for every possibility, JCP has o erings to suit their needs. The possibili es refer to the lives of target members andto the many products and departments at JCP.

We depict the di erent possibili es available to modern women to show that JCP is an integral part of their lives. This transi onsJCPs image from average and dated to modern and relevant, encouraging cross-shopping online and in-store, which results inincreased sales, shopping frequency, and share of wallet.

The A-ha moment,grasping the mul tude

of opportuni es

Incorpora ng possibili es into the brand name highlights the campaigns integra onof lifestyle possibili es with product possibil es and draws a en on to the new logo

The possibili es arein nite and evolving



Creative Strategy

Creative Testing

I couldnt stopthinking of P

words all week!!- Ashley C, 26 [Campaign Tes ng]

Its clever and new. It tellsme that JCP has everythingIm dreaming about. Itspersonable and thatsimportant.- Jen L., 32 (Tagline and commercialtesting)

I like this because it makesme think o di erentpossibilities or my wardrobe!For example, I can buy mysuit as well as my happy houroutft, I like the versatility oOh, the JCPossibilities- Angie E., 25 (Tagline testing)

JCPossibili es shows how JCPs products complement womens life possibili es in a fun, easy, andexci ng way. Women feel they can do anything; the new normal is that there is no normal . Thepossibili es in their lives encompass so many diverse op ons, not just tradi onal ones. We show thatJCP is modern by tapping into these forward-thinking alterna ve possibili es.

Our tagline, Oh, the JCPossibili es... emphasizes the op mism and endless opportuni es thatsurround our target market. By using JCPs ini als as the unifying element, we keep the brand at thecore of our campaigns message and use P-extensions to show a mul tude of possibili es.

The JCPromoters internalize the message and spread it to the other segments. JCPar als respond to thebene t of JCPs product possibili es and shop more, while JCPoten als iden fy with life possibili esand update their percep on of the brand. Our strategy highlights JCPs new logo and elevates JCP witha message that is unlike tradi onal retail ads, inspiring women to think of their own P-extensions,

keeping JCP top of mind. JCPeek-a-boo: Plays on nostalgia, showingthe possibili es of a common householditem in a meless childhood game. Adsare placed in magazines, popular amongmoms, such as Real Simple.



For each target segment, we focus on the following media objec ves:JCPromoters = We emphasize Reach , since we know they will share our message with friendsJCPar als = We emphasize Con nuity to keep JCP top of mindJCPoten als = We emphasize Frequency to ensure they remember the JCPossibili es message.Total Gross Impressions = 23,454,061,028

Media Strategy

Sparks curiosity aboutJCP, highligh ng thecompanys rebrandingini a ve

Level 2: AwarenessSpreads theJCPossibilites messageand establishes JCP as amodern retailer

Level 3: InterestHigh-frequency mediatac cs highlight thebene ts of JCPsa ordable products

Level 4: Acton

Media Objec vesTo reach 99% of JCPromoters 1,334 mes/yearTo reach 95% of JCPar als 1,408 mes/yearTo reach 90% of JCPoten als 1,467 mes/year

Encourages consumersto make purchases using

non-tradi onal tac cs

Oscars Grammys EmmysDigital StylistCompe onT-shirts3D Projec on Fashion Show

TV CommercialsPrint AdsBannerRadioCause Marke ngHuluInterac ve Bus StopEscalator HandrailsParking LotsBillboardsTransit

Product Speci c AdsInterac ve Print AdsBranded EntertainmentProduct PlacementWebsiteEmail Promo ons

JCPop-Up ShowroomsVending MachinesJCPick-Me-Up TruckJCPointsSocial Media

We use strategic media placement and channels to extend the JCPossibili es crea vestrategy throughout our campaign. The media strategy guides consumers through a percep onchange from dated to modern, ul mately leading women to make a purchase at JCP.

I n t r i g u e

A w a r e n e s s

I n t e r e s t

A c t o n

Budget AllocationLevel 1: Intrigue



JCPut Me on the RedCarpet Competition

Digital StylistDuring the Oscars Red Carpet, an icon appears at the bo om of the

television screen encouraging viewers to visit jcp.com to nd theirown red carpet look. On the site, a live well-known JCPersonal Stylistanalyzes celebrity fashions on the carpet and describes ways to createsimilar looks using JCP products.

Par cipants are challenged to tweet using # JCPossibili es for a chance towin a trip to the Oscars. Beginning in January, adver sements on jcp.com,fashion blogs, and celebrity related websites appear to spur involvementin the contest. Spotlight features on shows such as E! News, AccessHollywood, The View, and Good Morning America further extendcoverage of the compe on.

During the Oscars, Spotlight commercials show snapshots of the winnerand her journey. This event promotes JCP through social media buzz andcoverage from entertainment news sources. Associa on with the Oscarsspread the message that JCP is no longer dated but modern.

Why this works: 24.4 million women watch the Oscars each year, allowing

JCPossibili es to reach a signi cant por on of the targetmarket

Oscars compe on fosters word of mouth marke ng throughretweets, extending the reach of our campaign before it evenlaunches

The Digital Stylist encourages online shopping and enhancesbrand image

JCPossibili es launches during the 84th Annual Academy Awards. Leadingup to the Oscars, ads air both online and o ine to encourage par cipa onin the JCPut Me on the Red Carpet Compe on. The Oscars are the

perfect pla orm for JCPs rebranding ini a ve because its one of the mostwatched televised programs and women make up 65% of viewership. As theonly retail sponsor of the event, JCP is able to communicate their messagewithout the interrup on of other retailers.

(Intrigue)


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JCPossibilitiesT-Shirt Promotions

To build campaign hype, JCPossibili es t-shirts are distributed at thefashion shows and in-store. The t-shirts feature diverse P-extensions,such as JCPride and JCPoderosa (Spanish for powerful) to be erconnect with the target markets lifestyles and ambi ons. Womenreceive discounts when wearing the shirts while shopping on certaindays throughout the campaign.

Fashion Show3D Projec on Fashion ShowsIn celebra on of Fashion Week, our campaign features innova ve fashionshows in Miami, Dallas, Los Angeles, and New York. During the show, 3Dprojec ons portray a series of changing designs on models white clothing asthey walk down the runway. The clothing is made in collabora on with ourJCPartners. The fashion shows are open to the public and take place nearhigh-tra c JCP stores.

The shows air on jcp.com, where women can experience the show asinsiders. On the site, they can stream a video that lets them sit in the frontrow by the runway, with the op on to view di erent aspects of the show.Women can also read about the story behind the show and view behind-the-scenes videos.

Why this works: Innova ve technology generates buzz and curiosity about

JCPs modern product possibili es 3D Projec on Fashion Shows serve as a direct call to ac on for

in-store and online purchasing Promo onal t-shirts draw a en on to the new JCP logo,

drive in-store ac vity and sales, and turn JCPar als intoJCPromoters

assionoderosa


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Commercials(Awareness)

jcp atty-cakearenthood

JCParenthood

Why these work : P-extensions, produc on format, and music selec on are

a en on grabbing and memorable Commercials take on a non-tradi onal retail focus that

modernizes JCP

Music: The Man of Metropolis Steals Our Hearts by Su an StevensTechnique: Low-tech feel (highlights realism); furniture and clothing change tobeat of musicPlacement: During popular TV shows like Modern FamilyIntro: P-extensions scroll through and complete the jcp logo un l landing onthe commercial theme

Our commercial format extends easily to other JCPossibili es . Forexample, JCPassport (shown below) showcases the possibili es of where one could live or travel.

Descrip on: A woman wearing a white maternity dress enters the all whitefurnished nursery room. She stands next to the crib, running her hands acrossthe cool railing secured to protect a delicate future. She starts dreaming of the possibili es that await her. A beau ful baby girl is born; new life bringsnew possibili es. Her rsts. First steps, rst laugh, rst smile radia nginnocence. What will she be like? As she grows up, she explores the worldaround her; mixing up po ons, nger pain ng, ying paper planes, crea ngher melodies. Who will she become? Nave ambi on drives her curiosity.Notes and books cover her bedroom oor; she eagerly searches for her placein the world. Will she be a poet? An architect? An entrepreneur? How will it

feel to watch her nd love? Once a girl, now a woman. She will embrace herpassions. She learns perseverance and inner strength. She lives by herown tempo, nding her individuality. And maybe one day she will even winan Oscar.

JCP products showcased: Duo Maternity Sunburst ITY Dress, Cindy CrawfordMother-of-Pearl Table Lamp, Walnut Grove End Table, Linden Street Pillow,and Monterey Conver ble Crib, Dresser, and Hutch


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Branding AdsBranding ads explore the life possibili es of the target market. They focus on connec on by tying womens aspira ons to the JCP brand through di erentP-extensions that are incorporated into the logo. Ads are inspiring, nostalgic, and fun.

JCPa ycake:Makes womenfeel proud of theirdiverse careersand op mis cabout their lifepossibili es. Bannerads are placed onrecipe and cookingwebsites, such asRachaelRay.com.

JCParadise: Makes women stop and think about thepossibility of relaxing, since JCP understands thatthey are me-starved. Ads are placed on bus stops indowntown areas, na onwide.

JCPre-date ji ers: Tells women JCP helps them make a great rst impression with itsselec on of products. Ads are featured in LGBT magazines, such as Curve.

Why this works: Ads highlight the new JCP logo and align modern lifestyle

possibili es with JCPs brand image


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(Awareness)OnlineInterac ve Banner Ads

Our banner ads provide a simple,yet interac ve way for womento discover the possibili eso ered at JCP. Scrolling over thewhite banner unveils a varietyof products and directs tra cto jcp.com. Products in the adsare speci c to site content (e.g.CafeMom : Childrens items,Elle: Womens Clothing andaccessories).

Cause MarketingIts not just about the clothes. Dress for Success givesdisadvantaged women a network of support, careerdevelopment tools, and professional a re to open doorsto new personal and professional possibili es. JCP willcon nue to provide women with possibili es by hos nga clothing drive the rst Friday of every month to supportthis noble cause.

Why this works: Interac ve banner ads and online TV ads show JCP products to

increase online tra c

Our cause marke ng partner aligns with our possibili esmessage and helps show that JCP is a modern company thatgives back

Online TVOnline video services, such as Hulu.com, feature our commercials on TVshows that are popular among the target market like Modern Family, TheGood Wife, and Greys Anatomy.

Pandora Internet RadioAds appear on PandoraInternet Radio thatguide users to select oneof our JCPossibil esRadio Sta ons. Whetherthey tune into JCPartyTime Hits, JCProfessionalBeats, or JCPeacefulMelodies, users canlisten to select ar stswithout missing the beatof a great deal!

O H P ki g L t


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Out-o -HomeOur out-of-home tac cs are placed in high-tra c urban areas on bus stops,highways, and in malls with JCP stores across the country.

Billboards:

During the day, the JCPossibili es ad features all white JCP products. Duringthe night, projec ons bring the ad to life to highlight di erent possibili es. Adsare placed in high-tra c areas in our targeted ci es.

Interac ve Bus Stop:Target market can click bu onsto project di erent furniture ontothe back of the bus stop. Once abu on has been selected, a QRcode appears below it, drivingwomen to that products page of jcp.com.

Escalator Handrails:An endless trail of P-extensions run down the escalator handrails todraw a en on and increase reach and frequency. The P-exten ons

are mostly product focused, with lifestyle words sprinkled in. Adsare placed in subway sta ons and malls near JCP stores na onwide.

Parking Lots:We make the target market think about possibili es on their wayto JCP. The ads are placed on parking spaces reserved for di erentproduct possibili es near the entrance to JCP stores.

Why this works: Out-of-home tac cs work because crea ve placement

increases brand recall, shows that the brand is modern, and

generates buzz


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Interactive Print AdsThe double sided ads display a black & white image on one side and the

same image in color on the other. When the user scans the JCPossibili es

smartphone app over the black & white ad, the image comes to life. The usercan select to see the item in other color op ons, and purchase directly on theapp. These ads emphasize the product possibili es available at JCP.

(Interest )Price Level AdsAds highligh ng speci c JCP products remind the target market thatJCP has the items to suit any modern lifestyle at great prices thatwomen are inclined to share with others.

Why this works: Price level ads allow bargain hunters to nd great deals on the

items they need New technology allows women to interact directly with the

JCP brand, as 53% of the target market uses smartphones

JCPhilosophy:Shows womenthat JCP has allthe productsto put themat peace. Adis featured on

tness websites,such as Self.com.

JCPower heels:Shows the selec on anda ordability of JCP productsthat complement the careerpossibili es of modern womenslifestyles. This iPad ad is featuredin womens magazines, such asInStyle . All iPad ads have iconsthat link user directly to JCPFacebook Store, JCP Twi er, and jcp.com, which expand reach andgenerate engagement.

JCPurple: Shows that JCP has all theproducts they need for their next vaca on.Ad is featured in travel magazines such as,Travel and Leisure

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Why this works: Associates JCP with a popular show that epitomizes the target

markets modern lifestyles Product placement keeps JCP top-of-mind Modern Family iPhone applica on incorporates JCP mobile ads

to expand target market reach

Modern FamilyJCPossibili es features an exci ng entertainment partnership with ABC s hit show Modern Family. The show explores the di erent possibili espresent in the lives of modern day families and highlights the idea of todays new normal. The collabora on emphasizes JCPs image as a modernretailer through product placement in episodes, interac ve online ads, banner ads on abc.com, and Modern Family iPhone applica on.

Interac ve online ads on Hulu and ABC.com engagethe target market by allowing them to vote on theou it they want their favorite character to wear in anupcoming episode.

Women can purchase acharacters look at jcp.com.

Print ads are featured in entertainmentmagazines such as People to further driveJCPs partnership with the show.


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JCPossibili es Vending MachineEverything you need in a JCPinch

JCPossibili es VendingMachines, located in majorairports, commuter rail sta ons,and high-tra c downtown areas,o er busy women a convenientand a ordable way to sa sfy theirneeds on-the-go.

Product O erings Include: Tank tops,socks, pantyhose, sunglasses, jewelry,baby products, ats, and candies fromSweet Picks by Dylan.

JCPop-Up ShowroomJCPop-Up Showrooms simulatethe experience portrayed in ourcommercials. Visitors interactwith various JCPossibili es inshowrooms using iPads to projectdesired JCP furniture and decor ontoan all-white display room. Women

can then make purchases at theshowroom with complementaryshipping. Showrooms are temporarilyavailable in popular sites in majorci es, like Times Square in NYC.

JCPick-Me-Up-TruckJCPick-Me-Up-Trucksbring ou it staples,accessories, andJCPossibili es t-shirts to womenacross the country.Women can instantlypurchase from jcp.comusing on-site iPads. Thetrucks loca ons can betracked using Twi erand Facebook Places.

Why these work: Tac cs increase reach, introduce modern brand image, and

are strategically located to increase sales

(Action)Through guerrilla marke ng, we target ci es with the highest concentra ons of our target market tofoster engagement with JCP. By aligning digital resources with the shopping experience, we present

JCP as a modern and innova ve retailer.

Guerrilla Marketing

JCP i t


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JCPoints

Why this works: JCPoints Cards increase shopping frequency and

consequently spending JCPoints Cards incen ves, such as personalized email

promo ons, daily deals, and discounted shipping,encourage women to shop and draw in new customers tothe store

Increases: Overall membership by 20% In-store trips from 5.2 to 6.9 trips per year Online purchases from 1.7 to 2.3 purchases per year

Gold Level (achieved a er 500 points) Exclusive o ers $5 Flat Rate Shipping

Pla num Level (achieved a er 1,000 points) Exclusive o ers Special gi from seasonal partner $5 Flat Rate Shipping

Diamond Level (achieved a er 1,500 points) Exclusive o ers Special gi from seasonal partner Free Shipping

A higher level means even more rewards:

JCP RESEARCH FINDINGS: Nearly half of JCPromoters have a rewards card 75% of our survey respondents said they would be very likely to sign up

for a rewards card program if they received a discount on their birthday

Our target markets life possibili es create the need for a ordable goods. JCPoints cards not only provide great deals, but also increase brand loyalty andstrengthen the customers rela onship with JCP. We update the Rewards Program by o ering bene ts that are aligned with womens modern lifestyles.

JCPoints Members Receive:

Points: 1 point for every dollar you spend in-store and online. Discounts:

Personalized JCPromo onal Emails: Based on brand, lifestyle,

and department preferences. Include access to daily dealsand a er-hours sales which capitalize on the recent trend of group buying combined with ash sales.

An addi onal 10% o for friend referrals who make apurchaseAn addi onal 20% o on their birthday

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Website ExperienceJCPossibili es Design Portal2-in-1 planner for wardrobe andhome decora ng, where usersbuild an ideal closet or roomusing JCP Products, promo ngcross-shopping .

The Portal allows users to: Save preferences Share with Facebook friends View exclusive JCP designer

portals

Style Guides and How-TosLifestyle-oriented video tutorialsthat give unique advice andshowcase product possibili eson a personal level (e.g. How todress for a job interview, Howto furnish a nursery.)

Icons1) Registry & Gi Finder2) Daily Deals

TabsDrop down menus reveal themost invi ng areas of jcp.com.Customers click outside the tabto return to their Design Portal

Why no Microsite?

Instead of crea ng a microsite,we integrate the JCPossibili es page with jcp.com. Researchshows that microsites are merelya passing trend that drainresources.

Drag yourselec on out

of the windowand into your

wardrobe

Click onShop JCPtab

Re-click onShop JCP tab

to con nueshopping where

you le o

Navigate toyour sec on of choice withinthe JCP store

Our en re media plan comes together at jcp.com. We revamp jcp.com with a modern, clean aesthe c to increase online shopping. Introducing theJCPossibili es Design Portal, we engage customers and help them iden fy product possibili es that sa sfy their unmet needs.

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JCPass-It-OnUsers get their friends to

purchase an item through apersonalized link and receive adiscount on a future purchase.This allows our JCPoten alsand JCPar als to becomeJCPromoters.

Twi er#JCPossibili es tracksbuzz and allows us to trackcampaign e ec veness.

FoursquareO ers JCP deals based on

users current loca on, takingaway market share fromnearby compe tors andincreasing JCPs sales.

Why this works: Social media outlets allow JCPromoters to share our campaign

message with others JCPs social media presence enhances brand percep on and

builds brand equity

We strategically use social media to get our target market to interact and share our message with friends, ul mately leading them to make purchases.

Social MediaJCPreparedCome Rain or Shine

The modern JCP womanis prepared for any and allweather occurrences. ThisFacebook applica on suggestsou it possibili es based on thelocal weather to keep womenfrom pu ng on the wrongshoes.

Check-in Get Stu Check-in on Foursquare at

select loca ons to receiveJCP promo onal items andgi from JCPossibili esVending Machines, JCPick-Me-Up Trucks, and JCPop-Up Showrooms.

Anna checks her Facebookand receives ou itsugges ons from theJCPrepared Facebook app.

She tweets Finally, I get towear the dress I bought lastweek! # JCPossibili es Ifeel so JCPre y today!

On her way to work, shepasses the JCP interac vebus stop and checks in onFoursquare to receive aJCPromo onal t-shirt.

A discount from the JCP storea few blocks away pops ontothe screen.

She spends her lunch hourshopping on jcp.com and usesthe JCPass-It-On applica on.She recommends a sweaterto her friends and receives adiscount on her next purchase.

add to bag

jcpass it on!

See how Anna interacts with JCPossibili es :

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Partnerships

Rotational PartnershipsLimited me collabora ons generate excitement, garner PR in fashion magazines, and take market share away from compe tors by con nuouslya rac ng customers with designer brands at a ordable prices. Collabora on includes apparel, shoes, and home goods made exclusively for JCP.

Spring: Classic American brand popular with target market

Kate Spade bene ts from increased brand exposure

Fall: Interna onal brand known for elegant plus-size clothing Marina Rinaldi bene ts from JCPs diverse customer base

Long-Term PartnershipsStore-within-store partnerships improve JCPs brand percep on by enhancing current product o erings and reminding shoppers of JCPs endlesspossibili es, helping JCP move from dated to modern. These brands bring customers back and increase customer loyalty.

1. UNIQLO Global fast-fashion brand known for a ordable,quality basics Interest in US expansion through department storepartnership UNIQLO bene ts from access to the US retail market

2. Paper Source Premier American paperie and retail store O ers unique selec on of paper gi s andsta onery Paper Source bene ts from elevatedexposure in the JCPresents sec on

3. Sweet Picks by Dylan Exclusive JCP line of sweets by DylansCandy Bar Dylan's Candy Bar bene ts from placementin JCPresents and In-a-JCPinch sec ons

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In-Store Recommendations

Five Year PlanJCPossibili es is a exible and sustainable campaign that will generate con nued impact over the next ve years.

2012 - 2013 2013 - 2014 2014 - 2015 2015 - 2016 2016 - 2017

JCPersonality Closets Sec on of store

dedicated to itemsinspired by thepersonali es of characters fromModern Family

Strengthensentertainmentpartnership with"Modern Family"

JCPresents A special mini-bou que

where shoppers cannd popular gi s and

receive Paper Sourcegi -wrapping services

Bene ts the 44% of target market whoalready shop at JCP forgi s

Style in a JCPinch! Assorted accessories

located near check-outcounters

Encourages cross-shopping and impulsepurchases; 42% of survey respondentsreported buying their lastaccessory on impulse

JCPaper Shopping Bag Simple, modern shopping

bags display the messageof our campaign

Makes customers proudto walk out with the bag,allowing women to carrythe JCPossibili es message beyond the store

Ini al rollout of Capitol Adver singsJCPossibili es campaign

Rota onal JCPartners:Kate Spade, MarinaRinaldi

Expand JCPossbili es Campaign promo ons andevents to addi onal ci es in theU.S.

Expand mobile adver sing withuse of augmented reality

Rota onal JCPartners: RachelRoy, Lyn Devon

Expand JCPossibili es campaignto target consumers in youngerdemographic, speci callywomen 18-24

Develop unique brandedentertainment with Ne lix andHulu

Rota onal JCPartners: NarcissoRodriguez, Jason Wu

Expand JCPossibili es campaignto target consumers in olderdemographic, speci callywomen 35-44

Rota onal JCPartners:Moschino, Donna Karan

Increase long-term partnershipsthat re ect JCPs updated image

Rota onal JCPartner: Alaa

Smartphone App In-store shoppers can

scan clothing tags toaccess customer reviewsand related items foreach product.

Our research shows that women like to shop at stores that are clu er free, spacious, and easy to navigate. We a ract shoppers with an easy andconvenient shopping experience that use modern shopping tools to showcase product possibili es at JCP. We change the percep on of JCP from dated toa modern and fun place to shop.

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Campaign RolloutJCPossibili es reaches the target market through na onwide paid, earned, owned, and imagined media. Largerpor ons of the budget go toward the nine states with the highest concentra on of women in the target marketto strengthen reach and foster an echo e ect throughout the country. Targeted ci es within the nine states are:Atlanta, Chicago, Columbus, Dallas, Detroit, Houston, Jacksonville, Los Angeles, Miami, New York City, Philadelphia,San Antonio, San Diego, and San Francisco.

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AccountabilityJCPossibilities

Metrics:

We measure campaign e ec veness through: New JCP customers Reten on of current JCP customers Increased shopping of current JCP customers Increased membership in JCPoints Tra c to jcp.com

Social media interac on Par cipa on in contests and events Awareness of new JCP logo Change in brand percep on from dated to modern Replica on of benchmark survey designed by Capitol

Adver sing

JCPossibili es reaches 20,300,000 women ages 25-34 with a budget of $100 million

23,454,061,028 Total gross impressions224 Gross impressions per dollar spent

Women 25-34 with

a posi ve and unique message

A ractsWomen 25-34 that JCP has

quality products at a ordableprices that complement their

modern life possibili es

Reminds

The percep on of JCP from

a dated brand to one that ismodern and fun

Changes

450,000JCPoints Membership

2,500,000 Facebook fans50,000 Twi er followers5,500,000 Website visitors3,500,000 YouTube views

Women 25-34 to

purchase items at JCPin-store and online

Encourages

TOTAL INCREASE IN SALES (IN-STORE & ONLINE):

$110,767,459

You asked us to retain femalecustomers ages 25-34 and we did .

We retain 2.85M JCP customers We acquire 830,000 new JCPcustomers

Online:Average online orders from1.7 to 2.55 per yearResults = Increases onlinesales by $60,162,900

In-store:Average shopping trips from3.3 to 3.43 trips per yearResults = Increases in-storesales by $50,604,559

You asked us to increase shopping frequency and grow share of wallet among current female customers ages 25-34 and we did.

You asked us to acquire femalecustomers ages 25-34 and we did .

B d t & M di Fl Ch t


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Budget & Media Flow Chart

P A I D

2012-2013 6 13 2 0 27 5 12 1 9 26 2 9 16 2 3 30 7 14 2 1 28 4 11 1 8 25 2 9 16 2 3 30 6 13 2 0 27 3 10 1 7 24 1 8 15 2 2 29 5 12 1 9 26 3 10 1 7 24 3 1 7 14 2 1 28 4 Cost ($) Total Gross Impressions GrossImpressions/1$ Spent

TELEVISION: T OTA L $ 36 ,0 80 ,0 00 4 44 ,0 90 ,0 00 4.81

Cable & Broadcast $13,360,000

Tivo & Direct TV $1,440,000

Special Events: Academy Awards, Emmy Awards, Grammy Awards $21,580,000

Music Royal es $100,000

RADIO: TO TA L $ 17 ,6 80 1 ,0 07, 971 ,50 8 8.02

AM/FM $5,200

Satellite $7,280

Online Streaming (Pandora) $5,200

MAGAZINE: T OTA L $ 2, 69 6, 00 0 1 34 ,2 44 ,0 00 1.34

Print $896,000

E-Reader & Tablet $1,800,000

OUT-OF-HOME: T OTA L $ 7, 21 8, 84 0 2 ,1 15 ,3 60 ,0 00 21.85

Billboards $6,000,000

Transit $168,000

Boarding Passes $700,560

Baggage Claim $350,280

ONLINE: T OTA L $ 6, 37 5, 00 0 1 ,8 43 ,9 90 ,5 00 18.44

Twi er: Promoted Tweets $1,200,00

YouTube: Home Page Takeover $2,625,000

Interac ve Banners $1,275,000

Video Banners: Hulu, YouTube $1,800,000

BRANDED ENTERTAINMENT (ABCs MODERN FAMILY) $6,000,000

PRODUCT PLACEMENT $6,000,000

CINEMA $4,500,000

COFFEE CUPS $3,000,000

ITUNES: JCPODCASTS $0

TOTAL PAID TOTAL $91,687 ,520 5 ,649 ,144,623 55.22

JCPAPER SHOPPING BAGS $1,000,000

EMAIL PROMOTIONS $6,000

JCPOSSIBILITIES REWARDS PROGRAM $0

WEBSITE: TOTAL $0 3,056,254,500 30.52

jcp.com Redesign $0

Style Guides & How-Tos $0

MOBILE: TO TA L $ 2, 20 0 1 ,8 61, 740 ,00 0 2.75

App Update $0

jcp.mobi Update $0

SMS/Text Promo ons $600

TOTAL OWNED TOTAL $1 ,006,600 6 ,332 ,000,000 47.21

JCPOSSIBILITIES LAUNCH EVENT TOTAL $5,000 27,764,000 .27

JCPut Me On The Red Carpet Oscars Compe on $5,000

JCPossibili es T-Shirts $0

JCPS Digital Stylist: Tim Gunn $0

110th BIRTHDAY CELEBRATION: ENDLESS POSSIBILITIES $0

CAUSE MARKETING: DRESS FOR SUCCESS $0

SOCIAL MEDIA: TOTAL $0 8,923,612,405 86.88

The JCP Facebook Store: JCPossibili es Design Portal $0

JCPassport Facebook Applica on $0

JCP Weather Wear Facebook Applica on $0

Twi er: #JCPossibili es $0

Foursquare $0

Check In -> Get Stuf Foursquare Extension $0

JCPass-It-On Link Sharing $0

TOTAL T OTAL E AR NE D $ 5, 00 0 9 ,0 89 ,3 06 , 40 5 99.26

3D PROJECTION FASHION SHOW $2,100,000

INTERACTIVE BUS STOPS $1,624,000

JCPossibili es Vending Machines $560,000

JCPick-Me-Up Trucks $675,000

JCPop-Up Showrooms $252,000

JCPARKING LOT $504,000

JCPOSSIBILITIES ESCALATOR HANDRAILS $504,000

TOTAL TOTAL IMAGINED $6 ,219,000 2 ,383 ,610,000 21.64

CONTINGENCY $1,081,880

TOTAL BUDGET TOTAL BUDGET$100,000,000 23,454,061,028 224

2012 2013Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb

O W N E D

E A R N E D

I M A G I N E D

A di


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AppendixSelect Survey FindingsBelow is a sample of survey ndings that helped uncover our keyresearch insights and target segments. Par cipants were not only

screened before par cipa ng, but were also directed to speci cques ons based on shopping frequency per year, whether theyshopped at JCP or not, and use of JCP rewards card.

85% of respondents said that a store carrying a new brand would bemost in uen al in increasing visits to a store they occasionally shop at.

74% of respondents chose New life transi ons as a trigger to getthem into buying mode.

Women ranked receiving rewards points from online purchases and theability to preview their items (through augmented reality) as the topreason for shopping more for apparel online.

In one year from now, respondents said they would want a fullwardrobe of the latest styles of their choice and an apartment or housefurnished in their own style.

When asked what they shop for most at JCP, 44% of women said they

shop for gi s the most.

75% of respondents said they would be very likely to sign up for arewards card program if they received a discount on their birthday.

When asked about the most important aspect of their lives, 86% of respondents ranked both family and career.

BOLD MOVE OF THE WEEK: J.C. PENNEY PUTS A LOT ON THE LINE AS IT M OVES ITS ENTIRE PRODUCT CATALOG TO FACEBOOK. PBTConsul ng. PBT Consul ng, 29 Dec. 2010. Web. 24 Jan. 2011. .

Brohan, Mark. J.C. Penney Plans More Social and Mobile Marke ng. E-Retailers. Internet Retailer, 30 June 2010. Web. 26 Jan.2011. .

Cahners Hindman, Nathaniel. The 11 Ci es Where Women Out-Earn Men By The Biggest Margin. HUFFPOST BUSINESS.Hu ngton Post, 2 Sept. 20 10. Web. 4 Feb. 2011. .

Campanelli, Melissa. 6 Online Retail Trends. Retail Online Integra on. North American Publishing Company (NAPCO), 6 July 2010.Web. 11 Jan. 2011. .

Email, Search Drive Most Online Retail Tra c. Informa onweek - Online 29 Dec. 2010: ABI/INFORM Global, ProQuest. Web. 28Mar. 2011.

Hearst Magazines and J. C. Penney Company, Inc. Partner to Launch Gi ing Grace and CLAD. Media Room. JCPenney MediaRoom. JCPenney, 11 Nov. 2010. Web. 17 Jan. 2011. .

JCPenney Ranks Tops in Customer Service for Third Consecu ve Year. Nasdaq. N.p., 12 Jan. 2011. Web. 13 Jan. 2011. .

Klein, Karen. What Companies Get Wrong When Marke ng to Minori es. Bloomberg Businessweek. Bloomberg, 14 Dec. 2010.Web. 5 Jan. 2011. .

Lemonnier, Jonathan. Customers Most Sa s ed With Online Retail. Ad Age Digital. Ad Age, 22 Feb. 2008. Web. 10 Jan. 2011..

Mar nez de Albniz Margalef, Victor. Fast Fashion Retail Strategy Flying O the Racks. IESE Insight - Business Knowledge Portal.IESE Insight, 2009. Web. 1 Feb. 2011. .

Marylouis Dionne, et al. TAX BRIEFS. Journal of Accountancy 171.2 (1 991): 18-19. Business S ource Premier. EBSCO. Web. 28 Mar.2011.

Miley, Marissa, and Ann Mack. The New Female Consumer: The Rise of the Real Mom. Ad Age Insights. White Papers, 16 Nov.2009. Web. 13 Jan. 2011. .

Mooney, Kelly. Myths About Online Retail Marke ng. DigitalNext. Ad Age Digital. Ad Age, 17 Feb. 2009. Web. 12 Feb. 2011..

Online Retail Industry Pro le: United States. Online Retail Industry Pro le: United States (2010): 1.Business Source Premier.EBSCO. Web. 28 Mar. 2011.

PricewaterhouseCoopers, Kantar Retail. The New Consumer Behavior Paradigm: Permanent or Flee ng? Reading Room. WPPReading Room.PricewaterhouseCoopers, 2010. Web. 3 Jan. 2011. .

Radwanick, Sarah. U.S. Digital Year in Review 201 0. comScore (2011): n. pag. Web. 2 Feb. 2011. .

Schultz, E.J. As Single Becomes New Norm, How to Market Without S gma. Adver sing Educa onal Founda on. Crain

Communica ons, 11 Oct. 2010. Web. 9 Jan. 2011. .

Sources

Wh C it l Ad ti i ?


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Why Capitol Advertising?We are not your average, run-of-the-mill team. We are a select group of individuals from dis nctlydi erent backgrounds who have come together to bring this campaign to life.

From Brazil to Sweden, Nigeria to Japan, our team represents ten di erent countries across vecon nents. We are by no means afraid of stepping out of our comfort zones to o er diverseperspec ves on mee ng the challenge. Each one of us has brought a unique skill set to our team.

Though we are diverse, we have two common threads. We are adver sing (and shopping!) fana cs, andwe have poured our hearts and souls into crea ng this campaign. Our group is fun and quirky, made up

of social media mavens, Adobe ninjas, research gurus, and even a JCParty animal or two.

With Capitol Adver sing, you not only partner with a team invested in your success, but also receive auni ed campaign that is both crea ve and strategic .

We strongly believe that now is the me to build a crucial rela onship with the target market. Byreposi oning JCP as a modern and a rac ve retailer we make JCP relevant to womens lives, whilestaying true to the soul of your company. The beauty of our campaign is that it is simple and extendable.

Capitol Adver sing and JCP...

Oh, the JCPossibilities...


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Cap Ad Plansbook 2011

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