2013-2014 Campaign

Contour PRPresents

Meet the Team

Emma Martin Liz Villafan Maria Garner

Kate Mahler Kaitlyn Holstine Jerenny Medrano

Client Analysis

Strengths Weaknesses

Threats

Opportunities• Increase in retail sales• Fast fashion & Online

Shopping• Expansion of in-shop stores• Technology & Social Media

Target Audience

Mothers

Kids

Husbands/Men

College Students

Youth 18-25

Objectives

1. Create positive media buzz by having 20 articles published online and print that focus on JCP’s diverse suppliers, promotions, and community involvement before the end of 2014.

2. Strengthen JCP’s online presence by establishing a JCP blog by the end of 2013. The blog will have a minimum of 25 shares per post.

3. Increase JCP’s revenue by 20% by the end of 2014.

Partnership

BeautyCare’s mission is to break the cycle of domestic violence against women and children.

- CelebriTee Campaign- Carrie Underwood- Design Wife-beater- Sold in stores

Cause-related Marketing.

Event Marketing

• College Pop-Up Shop• Preview collection from Joe

Fresh’s and Duru Olowu’s clothing line.

• Fashion show promotion entries

ex. DJ’s, Fashion, Graphic Design, & Interior Design• “Clothes That Care”

donation booth • Social media awareness• Schools:

Promotions

• TwitterFirst 500 people to tweet about the JCP College Shop will be entered in a sweepstake to receive JCP gift cards up to $100 dollars. 25 winners selected.

• InstagramAnybody that instagrams a picture of themselves at the JCP College Shop will be entered in a drawing to win backstage passes + meet & greet passes for an upcoming Carrie Underwood Concert. One winner selected.

Event Marketing

“Clothes That Care” Fashion Show• DJ competition• Back-to-School Fashion Trends• Student Boutique winners announced• Reveal winning student tee designs for Beauty Cares alongside

Carrie Underwood

Media Outreach

MEDIA OUTREACHRadio

Product Placement

Media Value: $ 55, 151 (5 seconds)

Media Value: $ 53,490 (5 seconds)

Fashion Bloggers

• Brand Ambassadors

• Budget aware• College Students

& Moms• High influence• Gifting• BeautyCares pitch

Mommy Bloggers

• Brand Ambassadors– Fashion– Budget friendly

• High influence• Gifting• Disney Premiere• Pitch to Blog

Blogs• Develop JCP’s first

Fashion Blog via Tumblr and share the blog on the website.

• Various trendy outfit combinations by JCP including outfits worn by talents during episodes of “New Girl” and “Modern Family.”

• In-store pick-up promotions.

• News about the “Clothes That Care Fashion Event”

Time Line

Oct. 7th, 2013: JCP College Shop Pop Ups

Dec. 13th, 2013: Clothes that Care Fashion Show

Oct. 14th, 2014 – Boxtrolls Premier

Nov.4th – 22nd, 2013: Student voting for Fashion Show

August 4th – Oct.3rd , 2014: Mommy Bloggers Campaign

Budget

Pop-Up Shop; $2,000.00

Fashion Show; $80,000.00

Promotions; $2,500.00

Mommy Bloggers; $15,000.00

Thank You for Listening!Questions, comments?