JCPenney Book

because you’re you.

STYLISHAmerica’s Shopping Destination CREATIVE

QUIRKY

BRA

ND

S

FITS YOUR LIFEINDIVIDUALITY

QUALITY

HA

BITS FITS YOUR STYLE

SITUATION ANALYSIS

RESEARCH

CREATIVE

MEDIA

PUBLIC RELATIONS

RECOMMENDATIONS

BUDGET & MOS

12

4

1018

22

26

30

EXECUTIVE SUMMARY

CONCLUSION31

EXECUTIVE SUMMARYEXECUTIVE SUMMARY

1

Our challenge was to develop a 2012 to 2013 integrated marketing communications plan for jcpenney to increase their market share of women aged 25 -34 and grow their share of wallet in this market segment. Currently one of the largest department stores in the United States, jcpenney asked Dwight, Bentel and Hall Communications to identify a solution to this problem and create a campaign based on our research findings.

We found these women are not connecting with the jcpennney brand personality, hold misconceptions of the jcp brand and merchandise and see jcpenney as “boring, outdated and low quality.”

Dwight, Bentel and Hall Communications will begin to transform these misconceptions by positioning jcpenney as:

• The one-stop shopping destination in the U.S. where customers can find great styles and brands that fit them

• Value propositions and great quality merchandise• A store that understands their customers’ shopping and personal

style needs

Our because you’re you campaign addresses our positioning objectives and allows our target market to connect with jcpenney and the jcpenney brand. With a tagline that speaks directly to these women’sindividual needs and a theme that intertwines the jcpenney brand with these women’s quirks and style habits, we can cohesively promote jcpenney as the number one shopping destination in the U.S.

Using strategic media platforms, Public Relations tactics and creative executions that grab our target market, we can begin to dislodge these misconcep-tions and drive customers into jcpenney stores. This will help jcpenney become America’s number one shopping destination for great styles at great prices.

jcpenney, because you’re you.

Sincerely,

Dwight, Bentel & Hall Communications

Threats

Opportunities

Weaknesses

Strengths

CHALLENGE

CLIENT

PROBLEM

SWOT

SITUATION ANALYSISSITUATION ANALYSIS

Strengths Opportunities

WeaknessesThreats

• Large retail operations• Strong distribution network

• Private label products• Increasing online retail

spending• Exclusivity to brands

• Lower inventory turnover• Weak performance in

Q2’2009• Intense competition• Weak consumer price

index• Rising wages in US

CHALLENGE

CLIENT

PROBLEM

SWOT

2

Develop and present a 2012 to 2013 integrated marketing communications plan for jcpenney to help them acquire and retain female customers aged 25 to 34.

Women aged 25 to 34 represent 16.2 percent of the total market, yet only account for 10.6 percent of jcpenney’s sales. jcpenney’s Share of Wallet with this market is lower compared to all other age groups.

jcpenney’s company vision is “to be America’s shopping destination for discovering great styles at compelling prices”. They want to establish themselves as the growth leader in their industry and delight their customers with great offerings of merchandise and services.

SIT

UAT

ION

AN

ALY

SIS

INDUSTRY TRENDS

COMPETITIVE ANALYSIS

SIT

UAT

ION

AN

ALY

SIS

Since the 2007 recession, U.S. department stores have been working hard to make a comeback. Consumers have been spending less and department stores have been forced to compete with discount stores, mass merchandisers, specialty stores, outlets, and online retailers. In order to stand out among these other retailers, many trends have developed to aid department stores.

First, department stores need to separate themselves from their competition; they need to break away from the sameness that has plagued retailing for years. Stores must now touch on individual tastes to increase customer loyalty rather than focusing on mass appeal.

Second, value players, like Kohl’s and jcpenney, are gaining strength in the market place because they offer exclusive brands and strong value propositions. These value propositions set department stores apart by focusing less on price comparison and more on the com-pany’s unique offerings and overall value. Another major trend growing in the U.S. is online shopping. Department stores must use customer experience as a differentiating fac-tor and focus on individual needs to drive consumers off their computers and into the stores. *

There are three companies that continue to attract our target market. jcpenney will need to find a way to stand out from these top department store competitors.*

The Nostalgic, Classic Brand A Newer Value Player An Original, Innovative Retailer

STRENGTHS

WEAKNESSES

STRENGTHS

WEAKNESSES

3

Strong customer base and distribution channelStrong merchandisingLarge retailer with established presence Company’s “Low-Price Promise”

Rising write-offs that affect profitability Main competition, Walmart, is overall price leader

Dependence on China as largest source

Exclusive brand name offerings Strong market position Efficient inventory management Benefit of “Kohl’s Cash”

Continuous product recall Declining profitability margin Complaints of Kohl’s credit cards & online store

Company reputation Strong brand equity Focus on an upscale fashion market Local focus with “My Macy’s”

More costly than competitors Not as much brand momentum

* NewYorkTimes, To Stand Out, Retailers Flock to Exclusive Lines. 2011.*Datamonitor.com, 2010

RESEARCH STRATEGIES

PRIMARY OBJECTIVES

THE CHALLENGE

SECONDARYPRIMARY

RESEARCH THE CHALLENGE Develop a research strategy to provide insight into the problem (low market share of target market at jcpenney). We set three primary objectives to discover more about our target market...

PRIMARY OBJECTIVES 1. Find and analyze our target market’s perceptions of jcpenney - we needed to find the missing link between our target

market and jcpenney to better understand why they aren’t spending their money at jcpenney.

2. Learn our target market’s shopping behaviors - we needed to understand these women’s key habits and patterns when it comes to their personal shopping styles.

3. Research our target market’s life goals and aspirations - we believe these goals reflect our target market’s purchasing hab-its. These habits will shift as they move through different stages in their lives and jcpenney needs to know what drives these women.

RESEARCH

RESEARCH STRATEGIES

• Distribute online surveys to target market• Conduct in-person and Facebook interviews with target market• Study Prizm consumer segmentation system and VALS consumer

research service• Design and conduct “Sweater Survey”

• Complete in-depth research using Simmons National Consumer Study• Visit multiple jcpenney store locations (mall stores and stand alone stores)• Visit multiple competitor locations, competitor blogs, social media and

online stores• Study jcpenney online articles, blogs, and other sources related to our

target market’s shopping behaviors • Analyze industry marketplace

PRIMARY SECONDARY

4

WHAT WE FOUND

CUSTOMER PERCEPTIONS

RES

EAR

CH

R

ESEA

RC

H

CUSTOMER PERCEPTIONSWe needed to find out exactly what consumers think about the jcpenney brand as a whole.

Most of our target market’s perceptions towards jcpenney are negative. However our research also showed many of these women hadn’t actually been to a jcpenney store in years. This could only mean that our target market has misconceptions about jcpenney, that are not based on in-store experience, but on outside factors like word of mouth and lack of connection to the jcpenney brand.

But we needed to learn more...

NOT MODERNDONT UNDERSTAND NEEDS

BORINGOUTDATED

CH

EAPDOESNT FIT MY STYLE

AFFORDABLEUNORGANIZEDM

ESSY

UNCOMFORTABLE

Women in our target market... Do not see jcpenney as modern or trendy Do not feel jcpenney understands their consumer needs Do not believe jcpenney stores fit their style Do not believe jcpenney has a comfortable shopping environment Does think jcpenney is only for kids and seniors Does think jcpenney’s merchandise is “boring, outdated, and low quality”

BUT, our target market does think jcpenney offers shoppers affordable products with great prices.

WHAT WE FOUND“I’ve never felt that it (jcpenney) was a store that fit my personal style.”

“My parents like to shop there, but I never can find anything that I really like.”

5

RESULTS

HOW

OBJECTIVE

CONSUMER BUYING HABITS

SWEA

TER

SU

RVEY

CONSUMER BUYING HABITS

SWEA

TER

SU

RVEY

SWEA

TER

SU

RVEY Determine if jcpenney’s quality and style as a brand is accurately perceived

in the target market’s mind.

We bought one sweater from Macy’s, Kohl’s, and jcpenney and hid the tags and brands. We asked women in our target market to touch, inspect and tells us which sweater was bought from which store and which was their favorite.

The majority of the women (80%) thought the jcpenney sweater was bought at Macy’s and most women (75%) picked the jcpenney sweater as their favorite.

Our target market’s perception of jcpenney does not accurately represent the style, quality and brands jcpenney carries.

When it comes to shopping, our target market...

Does not use shopping as a social activity, but shops with a purpose Considers store environment a deciding factor when determining where to shop Needs shopping to be convenient (our target market likes to get in and out and back to their busy lives) Shops for specific items, not just to browse Prefers to shop at stores that offer high quality, brand name products rather than low-priced, non-brand products Does not consider price important when shopping (they get what they want)

With these insights, we could now think about how jcpenney could better represent the shopping needs of our target market and what our campaign must address to meet these needs.

ANALYSIS

OBJECTIVE

HOW

RESULTS

ANALYSIS

6 M

AC

YS

KO

HLS

J

CPE

NN

EYS

Our next objective was to discover and analyze our target market’s shopping behaviors and habits. We used primary and secondary research tactics to obtain a better understanding of how these women shop.

WHO IS OUR TARGET MARKET?

THEMSELVESFAMILY&KIDSJOBS

Kids & Cul-de-Sacs (18): Family Life, SuburbanSuburban Pioneers (52): Family Life, SuburbanBoth middle to upper middle class, some with kids, new home owners, most with college education, more fortunate with money and their careers.

New Beginnings (44): Younger Years, SuburbanCity Startups (47): Younger Years, Second CityMobility Blues (53): Younger Years, Second CityAll with lower income, no kids, mostly renters, some college experience, becoming independent and finding their place in life.

Our objective was to find what our target market’s goals and aspirations are in life and in the near future. According to the case study, these women are establishing shopping patterns during this current phase of their lives.

White Picket Fence (34): Family Life, Second CityBlue-Chip Blues (36): Family Life, SuburbanBoth are middle class, with kids, home owners or renters, some college experience, less fortunate families that are younger and just starting out.

JOBS FAMILY&KIDS THEMSELVES

WHO IS OUR TARGET MARKET? PRIZM NE is a marketing tool that provides greater precision when targeting a specific market. It answers the questions of who your customers are, what they are like, what they buy, where you can find them, and how you can reach them. With PRIZM NE’s help, we were able to classify our target into their individual segments based on their current focus in life, whether it is their jobs, their families, or themselves.

7

PSYCHOGRAPHICS

VALS

PSYCHOGRAPHICS

VALSWe used the marketing tool VALS to better understand what drives our target market’s consum-er behavior. We found our target market falls into the VALS category of Experiencers:

Experiencers are motivated by Self-Expression and have access to adequate resources They are young, enthusiastic and impulsive consumers who want their needs to be met by companies They seek variety and savor the new when it comes to products They spend a high proportion of their income on fashion, entertainment, and socializing Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities

Separating the target market into these segments gave us a better idea of where these women are in their lives and how we can reach them more successfully with both our creative strategy and media purchasing.

They want to accomplish their degrees in school and get a career that will provide them with a steady income.They want to be successful doing something they love and be able to support a family.They want to discover themselves and be happy and confident with the person they’ve become.

PSYCHOGRAPHICSRESEARCH

Our target market’s goals and aspirations are very important because these will ultimately shape their shopping habits. The mindsets of these women are similar, with a few common goals they desire to accomplish in the near future.

8

GOALS

HOW

NEXT STEPS?

WHAT WE FOUNDRESULTS

Create a campaign that personally addresses our target market, connects with our target market on an individual level, and begins removing the negative perceptions held by consumers about jcpenney. We will develop campaign goals to meet these objectives.

WHAT WE FOUND

HOW

Our target market holds misconceptions of the jcpenney brand and merchandiseThese women are looking for a personal connection to the stores they shop atOur target market is looking for quality and brands that fit their lifestyleOur target market is searching for affordable prices and convenient shopping destinations

NEXT STEPS?

With our creative executions, we will accomplish these goals by showing the target market that jcpenney offers desirable, stylish and practical merchandise.

We will prove to our target market that jcpenney gives them what they want, at great prices, without sacrificing quality. We will show our target market that jcpenney has a wide variety of options in merchandise that can fit anyone, no matter who they are. By connecting with these women in an emotional and individual way, jcpenney can start identifying with their customers. Additionally, the value proposition will reinforce the jcpenney message and consumers will start seeing jcpenney as their number one shopping destination for great styles at compelling prices.

?

Shift the main focus of jcpenney from price, to quality and styleGive jcpenney style credibility by showcasing their products and exclusive brandsShow our target market that jcpenney cares about their needs and happiness and will help them feel confident and stylishShow that jcpenney can help restore simplicity into our target market’s lives with easy, get in and get out idealsProve that jcpenney recognizes individuality and offers a huge range of products that they feel were made for them

GOALS

Our goals address both value and emotional needs desired by our target market.

9

SELL

CREATE SOMETHING DIFFERENT

MUST HAVE LEGS

CREATIVE CREATIVE

To meet our campaign goals we set aside three simple rules before thinking about our creative theme and executions. Because at the end of the day our campaign must...

Overall, the strategy behind our theme is to create a campaign that resonates personally and emotionally with our target market. We need to grab our target market while still staying true to jcp’s brand identity. jcp needs ads that have a simple and clear message, but that can also break through all the clutter and allow our target market to connect with the jcp brand.

We needed to connect with our target audience in a new and interesting way, while still highlighting jcp’s fabulous brands and styles.

1 MUST HAVE LEGS Campaign must have the potential to run for several years as jcp launches their new brand identity

2 CREATE SOMETHING DIFFERENT jcp needs something different from their competitors, but something that can also relate to our target market

3 SELL The bottom line is to sell. jcp needs advertising that stands out in the clutter of competitive advertising and really grabs our target market. By creating simple,

relatable, brand/product driven advertising that cohesively integrates jcp’s value proposition, we can accomplish our goals to grow the jcp share of wallet.

WE needed TONOT ONLY THINKCREATIVELY BUT also STRATEGICALLY

10

HOW TO ACHIEVE THIS

CR

EAT

IVE

CR

EAT

IVE

We began thinking about these women. Who they are and what’s important to them. We started to think about the little things these women do, the things that make these women unique. And then it hit us. What is it that makes these women different but could also be tied back to style?

It’s the way their favorite pair of heels makes them feel like they’re on the runway or how they never let a little rain ruin their style. It’s their quirks and their habits. It’s all the little things that make them who they are.

It’s this personal connection jcp needs in order to reach our target market. In order to capture this target market, we need to not only show these women that jcp has amazing brands and styles, but also connect with them on a personal and individual level.

We needed to use strong media and communication tactics that cohesively integrated the jcp brand.

We also needed a tagline that was catchy but still consistent with our theme!

This tagline speaks directly to our target market in a conversational and personal way and says, “no matter who you are, you’re you and we love it!”

We began writing headlines and finding images that would grab our target market, but would still clearly depict the jcp brand as a whole and stay true to the jcp message. Within out layout design, we needed to show our audience just how simple and easy it is to shop with jcp and how fabulous the brands they carry really are.

The next few pages describe our way to communicate our theme and jcp as a brand to our target market.

HOW TO ACHIEVE THIS

THE BIG IDEA


THE BIG IDEA


11


The perfect shade of red for a love seat.

At JCP we have brands that fit your life, your style and your home! Because no matter who you are or what you love, JCP has everything to make your house a home. Explore your style and visit a JCP store near you today!


I take my boots from function to fashion

At JCP we create brands that fit your life and your style no matter who you are JCP is inspired by you to find the latest fashions that work for you, Visit a JCP store today.

We will launch our campaign with exciting full color spreads (bottom) and fall back to single page ads (right). We will integrate our theme andtagline, as well as the jcp brand and keep each ad consistent and true to the jcp brand personality.

PRINT

12


I need a bag that can carry around my world


I wear jeans everyday. No matter the occasion.

+

At JCP we have brands that fit your life and you style. So no matter who you are, JCP is inspired

by you to find the latest fashions that work for you. Visit a JCP store or go to jcp.com today!

At JCP we have brands that fit your life and your style so no matter who you are JCP is inspired by you to find the latest fashions that work for you, Visit a JCP store today.

MUSIC BEGINS

VO BEGINS

WMN ZOOMED IN WASHING HER FACE AND GRABS A TOWEL TO WIPE HER FACE

VO:You don’t mind having a messy closet as long as the end result is a cute outfit, because life is no dress rehearsal.

VO:Waking up is never easy and looking natural doesn’t happen in 5 minutes but you get there.

MUSIC CONT,

VO DURING CLIP

WMN TOSSING CLOTHES, LOOKING FOR AN OUTFIT, LOOKS AT HER DRESSES, PICKS AN OUTFIT AND WALKS OVER TO THE DRESSER

VO:Your idea of glitz and glamour is wearing your favorite pieces of jewelry.

MUSIC CONT.

VO DURING CLIP

WMN GRABS RING OFF JEWELRY HOLDER. ZOOMED IN WHILE PUTTING ON RING AND THEN PUTS ON NECKLACE

VO:At jcp, your quirks and habits inspire us. Which is why we offer great brands like MNG by mango, Liz Claiborne, American Living and more. jcp fits your life and your style no mat-ter who you are. jcp, because you’re you.

MUSIC CONT.

VO DURING CLIP

FULL LENGTH BACK VIEW OF WMN WALKING DOWN THE STREET WITH HER FRIEND.

TELEVISION

For Television, we want to highlight the jcp brands and really make our target market think about the jcp experience as a whole. Each spot would feature similar styles and color bars to cohesively integrate the theme with the brand.

VO:And your favorite pair of heels make you feel like you’re on a runway even if you’re just going to work.

MUSIC CONT.

VO DURING CLIP

WMN IS IN CLOSET JUST SHOWN FROM THE LEGS DOWN, PUTTING ON HER HEELS AND WALKS OUT OF THE CLOSET

13

jcp: “Soundtrack of Your Life”30 Seconds

jcp: “Express Your Style ”30 Seconds

Our radio will incorporate both specific jcp departments and the entire jcp store. Using 30-second commercials, we are able to run more spots and reach more of our target market. Repetition is everything!

We wantthem to hear

MUSIC: UPBEAT MUSIC BEGINS

SFX: JEWELRY JINGLES IN CUE W/ MUSIC

WMN 1: The jingle of my jewelry is the soundtrack to my life

SFX 2: HEELS CLICK ON PAVEMENT, IN CUE W/ MUSIC AND JINGLE OF JEWELRY

WMN 2: The click of my heels makes me feel like I’m on the runway

SFX: POTS AND PANS AND COOKING SOUNDS, PLUS JEWELRY AND HEELS

WMN 3: Sometimes I’ll dress up just to cook a meal

SFX/MUSIC: FADES TO BACKGROUND

VO: At jcp, we believe every woman has her own soundtrack. That’s why at jcp we have designed products that fit your life and your style. So whether you’re adding accessories to your outfit or cooking a great meal, jcp will help you shine. Visit a jcp store near you to

see what else is new!

jcp, because you’re you.

MUSIC: GUITAR BEGINS UPBEAT CHORDS

WMN 1: My kids love outfits that express their personalities

WMN 2: I want my house to be cozy without cost- ing a fortune

WMN 3: I love to mix and match my accessories!

VO: At jcp, we appreciate all the little things that make you, you. And with exclusive brands like MNG by Mango, Bisou Bisou and Worthington, we’re confident you’ll find the perfect style that fits you. So no matter where your day takes you, jcp has brands that fit your life and your style! Visit a jcp store today and see what’s new!

jcp, because you’re you.

RADIO

14

We want

For direct mail, we were looking for a creative way to reach our target market. We decided to include door hanger direct mail. These unique door hang-ers would be placed on customers’ and prospective customers’ front doors and would offer them an incentive to go to the jcp store. These three fold door hangers could include coupons, reward points, highlight new brands and more! This is a great way for jcp to stand out between the bills!

DIRECT MAIL

15

doorhanger in use

inside

At JCP, we appreciate the things that make you unique. That’s why we offer that fit your life and style at a price you can afford.

So no matter who you are or what you do, your personality will shine through.

direct mail piece for printer

Take 20% off your purchase

inside

doorhanger in use

Because you’re you.

At JCP we are inspired by

all the little things you do,

so we’d like to return the

favor!

And with hundreds of

great brands that fit you,

WAYS TO PERSUADEOur campaign will also include E-blasts. We will send out E-blasts to customers and jcp credit card holders, offering them savings, and showing new merchandise. E-mail is a great way to quickly hook a reader and pull them in. And offering coupons gets customers into the store and spending!

I am m

arrying for love, but the gifts don’t hurt either.



I wear jeans everyday. N

o matter the occasion.

+

At JCP w

e have brands that fit your life and you style. So no m

atter who you are, JC

P is inspired by you to find the latest fashions that w

ork for you. Visit a JC

P store or go to jcp.com today!

because you’re you.I knew it was possible to turn heads without spending my whole paycheck. because you’re you.


+



I am marrying for love, but the gifts don’t hurt either.

beca

use

you’

re you

.



+



beca

use

you’

re you

.I k

new

it w

as p

ossib

le t

o tu

rn h

eads

with

out

spen

ding

m

y w

hole

pay

chec

k.

because you’re

you.


+

At J

CP

we

have

bra

nds

that

fit y

our l

ife a

nd y

ou

styl

e. S

o no

mat

ter w

ho y

ou a

re, J

CP

is in

spire

d by

you

to fi

nd th

e la

test

fash

ions

that

wor

k fo

r you

. Vi

sit a

JC

P st

ore

or g

o to

jcp.

com

toda

y!

WAYS TO PERSUADE

Women I Men I Juniors I Baby & Kids I Shoes I Handbags and Accessories I Home I Sale

shoes free shippingpromo code SHOES at checkout

Enjoy free standard Shipping on your entire online orderwhen you purchase any pair of shoes! See details below.*

WOMEN’S SHOES

*Free standard shipping on entire order with any pair of shoes end April 20, 2011 12am Eastern. Valid on catalog and on-line orders only. Promo code SHOES required at Checkout. Free Standard Shipping still applies for online order totals of $200 or more, Offers not valid in International orders. Promotions cannot be combined with other offers. Additional fees

may apply for expedited shipping, multiple shipping destinations and handling as indicated on item product page

Store Locations & Events I Gift Card I Shopping Bag I Wish List I Follow JCPenney’s

Our target market spends a huge amount of time online. So we couldn’t resist creating some theme inspired banner and sky scraper ads for our campaign.

ONLINE

Show off your legs with fun, flirty shoes that are just in time for Spring!

Bring this coupon into your nearest jcp store and you can get up to 20% off

your next purchase*

16

BILLBOARD

SUBWAY WRAP

To take our outdoor advertising to the next level, we needed to think outside of the box. Our campaign would feature billboards that highlight jcp’s style and catch our target market’s eye as they drive by.

As our research showed, our current and prospective target market travels frequently on the subway. Our campaign will include full skin

wraps designed to show our target market that jcp has stylish, fun and exciting brands!

OUTDOOR

SUBWAY WRAP

BILLBOARD

17

RADIO

TELEVISION

MEDIA MEDIA

LASTINGDEVELOPGROWTHLAUNCH

In today’s environment, traditional one-way messages to consumers no longer work. People are now in control, are individually addressable, and are choos-ing experiences based upon what really matters and adds value to their lives*. In order for us to capture our target market, we must fully engage them in all touch points that occur. We broke down our segments of media to accompany the campaign cycle. After evaluation of our research, we designed a fit that was best for our audience. We correlated our media strategy with the thought process of our consumers, using an effective approach market strategy. The strategy is a high involvement one that reflects the attitudes of “feel – learn –do.” Our media strategy will not only capture the attention of our target market, but will expand the jcpenney audience.

FREQUENCY & REACHWe are reaching 90% of our target market. A pulsing schedule would best fit our audience, as we want to stay constant in the minds of jcpenney women. Starting in February with a frequency of six, we will then drop to a frequency of four in March and three in April. We will start the cycle back up again in May with a frequency of five and continue down in the same fashion. jcpenney media will peak during key points in the year such as the season change in May, back to school in August, and holiday time in November and December. We will be advertising 11 months out of the year—January will be the only month that we will be omitting due to the traditionally low shopping visits our target market does during that time.

• Introduction of the campaign

• All traditional executions, print, outdoor, & digital

• Our target market is participating in the “feel” aspect of the campaign. Our audi-ence will have an emo-tional response to the new positioning of jcpenney

• Our target market is participating in the team aspect of the campaign

• Includes promotion, call-to-action incentives for our audience

• It’s anything that allows us to connect with our target market at a deeper level by means of interaction

• This would prompt an attitude change of jcpenney

• This part of the cam-paign reinforces value to the brand and the campaign

• Executions are made to highlight a different aspect of jcpenney- a more humanitarian side.

• Our public aware-ness campaign would launch during this period

• Includes out-of-home executions that include fashion shows, direct mail executions and anything that is designed to make the brand shine

GROWTHLAUNCH DEVELOP LASTING

*Leo Burnett*Market Finder, 2011

SPOT MARKETSWe chose the top 75 spot markets, which total 78% of our tar-get market. We will focus on the key markets of Austin, Salt Lake City, Dallas, Los Angeles, and Houston, which make up 10% of the top HH’s, along with our highest index markets.*

• Austin, TX• Salt Lake City, UT• Jonesboro, AR• Hanford-Corcoran, CA• Fairbanks, AK18

PROMOTIONS

RADIO

TELEVISION

PRINTMEDIA LAUNCH

Me

dia

MEDIA

MED

IA

PRINTWe will launch with full-color spreads February, 2012. Introducing our campaign with spreads instead of single page ads will generate buzz and have a larger impact on our target market. For the rest of the year, we will fall back to single page ads. Our print ads will be featured in magazines, such as People, Better Homes and Garden, Woman’s Day, Cosmopolitan and US Weekly. *

TELEVISION We will launch our campaign during the Academy Awards. This results in a high frequency of six, on average, during February. Additional high points of frequency will also be in May, August, November, and December. We will continue to run our commercials on top networks our target market watches. These networks include Lifetime, ABC, HGTV, TLC and E!. Shows will include What Not To Wear, The Stagers, Dinner Impossible, Project Runway and Americas Next Top Model.

RADIOWe will run 30-second radio spots in the top radio markets. Higher frequencies will be played on country stations, as country music is one of the top music genres among our target market. 30-second radio spots will also be cost effective since we can focus on one of the myriad of products featured in jcpenney within the short spot, rather than trying to cram numerous different products in longer 60-second commercials. We will also be able to increase repetition and impressions.

GROWTH jcpenney will sponsor and partner with the top rated shows and places of interest among our target market, generating product placement and improving the brand image for jcpenney.*

Why? Having product placement integrated into these shows and places will give our target a different way to connect with jcpenney. This allows the brand to have multiple touch points in our consumers’ lives, besides just what they see on commercials. Overall, it continues to give jcpenney a higher brand image in the consumer’s mind.With Whom? We will sponsor and partner with a combination of the top rated shows along with other places of interest for our target, based on Simmons research.

*More about our suggested sponsorships and partnerships is explained in the Recommendations section of the book.

Amusement parks Movie theatres Gyms and Community Centers

PROMOTIONS

SHOWSSHOWS PLACES OF INTERESTPLACES OF INTEREST The Academy Awards What Not to Wear The Stagers Dinner Impossible 19

*Simmons, 2009

22

With Internet use and online shopping increasing every day, we believe it’s necessary for jcpenney to reach women while they are browsing online. We are sponsoring sites most visited by our target market such as Polyvore.com, pricegrabber.com and friend-ster.com. We will also sponsor blogs such as the budgetfashonista.com and thebudgetbabe.com. We will use a combination of banner ads, sky scrapers, and interactive rich media. We will promote new ex-clusive brands and merchandise and direct our target market to jcp.com.

jcpenney will takeover and sponsor top rated shows on Hulu. Our target market uses Hulu because of its convenience since content is available to access from laptops, mobile phones, etc. Nielson reports also found that women 25-34 are streaming more enter-tainment-based content than anything else (76% of all streams) and Hulu is one of their top chosen sites.

We are putting jcpenney as the forefront of certain keywords such as “shoes,” “dress,” “kitchen decor,” and “home decor.” Instead of using generic descriptions of the site, we are going to replace them with various tips on improving fashion styles and improving health and wellness.

Bus shelter takeovers allow the target market to interact with the campaign and the brand. Simmons has reported that our target market uses public transportation often. They also reported an index of 121 for women 25-34 who pay a lot of attention to advertisements on bus shelters. We will use bus shelters both in the city and suburban areas.

WEBSITE TAKEOVERS

BUS SHELTER TAKEOVERS

Media will work hand in hand with Public Relations to introduce multiple awareness campaigns sup-porting charities, such as the Boys and Girls Club of America. Research shows our target market appreciates companies who give back to charities. We will also work with additional charities that ap-peal to our target market, like animal shelters and women’s health organizations. (See more sugges-tions in our awareness campaign for PR)

AWARENESS CAMPAIGN

DEVELOPMENT

GOOGLE

LASTING IMPRESSIONS

According to Simmons, our target market uses public transportation on a daily basis (index of 168). Selected subways and trains that pass by jcpenney locations, such as the jcpenney in Manhattan Mall, will be used. We will employ a combination of executions such as wraps, tunnel ads, and interactive billboards.

TRAIN/SUBWAY

Billboards will be placed in places with high volumes of car traffic. Locations include Atlanta, Boston, Chicago, Dallas, Fort Worth, Houston, LA, NY, Philadelphia, San Francisco and Washington D.C. Together these markets make up 29.6 percent of all households.

BILLBOARDS

HULU

Ex: Five casual clothing essentials needed in every wardrobe: denim (all types), shorts, T-shirts, cotton skirts, dresses and sneakers.

20

Me

dia

Magazine

What Not to Wear sponsorship

The Stagers sponsorship Dinner Impossible sponsorship

:30 sec. spot

homepage takeover

Hulu show takeover

Adwords Targeted Sites

Billboards

Bus Shelters Transit Wraps

In-Theater

Facebook Twitter #becauseyoureyou

Foursquare

Tweet for a Treat

“You” Campaign

JCP: You & Charities

Hangers Coupons

1706.

222.

924.

1294.

11142.

3.

15.

MONTHS Feb March April May June July August Sept. Oct. Nov. Dec. Jan. GrossRatingPoints

Cost

Amusement Parks

26,830,000

12,552,300

669,400

30,603,100

25,598,900

n/a

343, 800

Total GRPs:

Total Cost: $99,597,500

13. 643

DIRECT MAIL

PUBLIC RELATIONS

OOH

ONLINE

RADIO

TELEVISION :30 sec. spots Academy award sponsorship

PRINT

21

INITIATIVES

PUBLIC RELATIONSPUBLIC RELATIONS

INITIATIVES

ChangeDevelop and formulate a public service campaign through social media networks like Facebook, Twitter, and YouTube

Create

AwarenessBring

CommunicationConstant

Gather awareness for the new campaign targeted to our audience through special events in conjunction with charities like the Boys & Girls Club

Maintain contact with the target market through constant updates on mobile devices as well as television

Along with our creative executions, we recognize a need for public relations in order to generate more awareness among our target market. To better reach our target market we will use press releases, organize charity-related special events, and utilize social media.

Our Press Releases will contain information about charity events and contests that consumers can participate in. We will also design press releases stating jcpenney’s goal to drive a culture that advocates conservation. For example, we will create a press release discussing jcpenney’s goal to reduce facility energy consumption by 20 percent per gross square foot by 2015, in order to give consumers a good brand image of jcpenney.

PRESS RELEASEPRESS RELEASE

For the because you’re you campaign, we will send out press releases and direct mail. For any updates and news, we plan to formulate press releases to send out information to the target market and media. Direct mail will be used to send out tangible information for the target market to keep.

22

PUBL

IC R

ELAT

ION

S

SOCIAL MEDIA

PUBL

IC R

ELAT

ION

S

SOCIAL MEDIA Social media will be used to effectively reach our target market in places where much of their time is spent. According to the case study, 45 percent use social media at least once a day.

TWITTER

Create national awareness of our new campaign Keep track and take advantage of the statistics for how many people “like” our page and post comments on the wall, pictures, or links Promote upcoming special events Promote and organize contests for jcpenney consumers

Through Twitter, we hope to capture the attention of our jcpenney followers. Current followers of @jcpYou will be informed of special contests as they check our Twitter newsfeed. Followers will have the opportunity to win prizes by tweeting @jcpYou and placing the hash tag #BecauseYoureYou in the tweet.

The Twitter username will be @jcpYou and the official campaign hash tag will be #BecauseYoureYouWe will take advantage of Twitter’s @ replies and create contests and sweepstakes for the followersOur “Tweet-4-A-Treat” campaign will engage the target market using a QR code and tweeting their findings for them to compete for the lowest prices for particular items found in subways.

FACEBOOK27 percent of the Facebook population is 25-34 years old, and is an effective medium to reach our target market. Using Facebook, we will continue making personal and individual connections. We will:

The official jcpenney YouTube channel will feature all commercials from our campaign, and be used to promote our special events. We will also be able to upload videos that our consumers send to us showing them using and wearing jcpenney products.

Another way for consumers to interact with jcpenney stores is through the mobile application, Foursquare. We will create an original jcp badge so our followers can earn point and coupons as they “check-in” at jcpenney stores. This will give the target market an incentive to further engage in the campaign.

FOURSQUARE

YOUTUBE

23

CONTESTS & PROMOTIONS

SWEEPSTAKES SWEEPSTAKES

jcpenney tweet for a treat is a promotion through the use of Twitter in which consumers take snapshots of QR codes embed-ded within subway posters that are placed in high exposure ar-eas. The unique thing about the interactive posters, is they will feature a marquee that displays the current price of the item displayed. The way the “tweet 4 a treat” works is as follows:

1 Consumers see various subway displays and notice the QR code on the display as well as the interactive marquee. They are to take a picture of the code with their smartphone.2 The QR code will bring them to a portal in which selected pieces of clothing will be displayed with a “tweet” button underneath as well as a tweet counter.3 The idea is that the more tweets one piece of clothing gets, the price will continue to drop a selected amount.4 Tweets will automatically be filled after a user is brought to Twitter containing the hashtag of the various pieces of clothing.

1

4

3

2

24

What’s your favorite fashion quirk?

Do you love to wear spring color in winter? Is your favorite outfit a comfy T-shirt and jeans? Did you buy your favorite sweater in six different colors? jcp wants to know what quirky fashion habits you have!

If we love it, you’ll get $1000 dollars to spend on an amazing personal shopping spree. Shop with fashion guru, Stacy London, from the hit show What Not to Wear and find your perfect summer wardrobe for you and a friend. Share your fashion quirks with us!

PRIZES• Limit one entry per household • Must be permanent resident of U.S. or U.S. citizen • No purchase necessary • 10 grand prizewinners • 50 1st place winners receive a $200 gift card to jcpen-

ney and T-shirt from What Not to Wear • 200 2nd place winners receive a $50 gift card to jcpen-

ney and T-shirt from What Not to Wear • 300 3rd place winners receive a free purse from jcpen-

ney and T-shirt from What Not to Wear

BUS SHELTER PROMOTIONS BUS SHELTER PROMOTIONS

YOU-AWARENESS CAMPAIGN

jcp: YOU & CHARITIES

Me

dia

YOU-AWARENESS CAMPAIGNSigns and posters will be displayed in all jcpenney stores with ads support-ing our campaign and message: “Because You’re You”. Women of the target audience will be educated and informed about jcpenney’s new image and how they can fit in with it. This campaign, from May to September, will emphasize the importance of the customer and how jcpenney solves their fashion, home, and lifestyle needs. They will also be shown how they can contribute and give back to the society, and to jcpenney charities in par-

New York City: The impromptu fashion show will take place at the jcpenney store in Manhattan, NY. Live tweeting through @jcpYou will simultaneously

provide updates, photos, and events going on at the show. Facebook status will also change with updates from the fashion show containing all the brand names that are showcased. Any proceeds made from donations will

go to one of the jcpenney charities.

jcp: YOU & CHARITIESBased on James Cash Penney’s belief in doing what is right and just, jcpenney has stayed true to its Golden Rule beginnings and raises money for charities such as the after school programs. We want to help jcpenney in its goal to be a leading corporate citizen in youth development and community involvement by continuing to work with after school pro-grams and FIRST. We will integrate our campaign into events that benefit these charities as well as others that the target has a soft spot for, such as animal shelters and women’s rights. These events will take place through-out the year, highlighting different charities.

In order to further immerse the target market in our campaign, we will host events that are associated with charities that jcp supports. Our target market has also been called “The Giving Generation” be-cause they expect companies to give back and do more business with those who partner with organizations. Therefore, we will continue to work with the Boys & Girls Club along with other charities to attract women of the target market. These events will give the women of our target market a better understanding and opportunity to take part in “because you’re you.”

CHARITIES & CAMPAIGNS

25

RECOMMENDATIONS

STORE LAYOUTSTORE LAYOUTOur target market wants to get in, find what they are looking for and get out. They don’t have hours to spend searching for clothes; they have families, work and busy lives. This is why store layout is so important. We believe jcpenney would benefit from creating a logical and consistent layout for each of their hundreds of stores across the U.S. Each store would not have to be completely the same but would have departments that complement each other, such as woman’s apparel and lingerie, placed close to each other to help move customers through the entire store. We also suggest making sure there is plenty of room for aisles and that displays are evenly spaced within the store. A relaxed shopper is a happy shopper, and happy shoppers spend more.

RECOMMENDATIONS

Sephora is a great addition to the jcpenney stores and will benefit the in-store traffic. As jcpenney continues to expand their relationship with Sephora and build more inside their stores, our idea is to place the new Sephoras towards the middle of jcpenneys, forcing customers to walk through the store and pass all the great products on their way. Even in stores with multiple entrances, this positioning will maximize the amount of products the customer passes. We believe that there will be customers who go into jcpenney specifically for Sephora and we think it has the po-tential to become #1 on the highest cross-shopped list, since Sephora itself has such a loyal following of younger, fashion-conscious women.

26

IN-STORE RECOMMENDATIONS

29

IN-STORE QR CODES

LOUNGE AROUND

REC

OM

MEN

DAT

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SR

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END

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NS

One of our biggest ideas was to design interactive kiosks customers could use within the store. And in February, jcpenney did just that with findmore kiosks. The findmore kiosk is a great addition to the jcpen-ney shopping experience, but we have a few other suggestions, explained at the top of the page, to take this idea even further.

findmorejcp interactive kiosk

LOUNGE AROUND

IN-STORE QR CODESQR codes are all the rage with 20 percent of our target market and are a great idea to incorporate into the jcpenney stores. With QR codes, customers can scan them from their phones to view videos, style guides, celebrity spot-tings on People Style Watch signs, coupons and much more. QR codes can also be placed on in-store displays for customers to get more information on products or to get make-up tips from Sephora artists and hair tips from the jcpenney Salon.

One idea was to have customers create a jcp profile on the kiosks and on any jcp site. With the profile, they could create an “avatar” designed after their body measurements so they could digitally try on jcpenney merchandise. Through the profile they can also create a wish list, find where those items are located in the store, and get the styles they love even faster. Consumers can also gain points, interact with other customers, blog, Facebook and Twitter right from their jcp profile. With this addition, customers will feel more connected to jcp as a brand. Customers will also be able to access their profile through Facebook, jcp.com and the jcp App.

JCP PROFILE

Although most of our recommendations are made to cater to our target market of women, we also wanted to consider the men who are jcpenney customers. Based on our research, we found that the big-gest thing men desired when going shopping with their wives, girlfriends, or daughters was a rest spot. This would be a small area placed near the women’s apparel so while the women are trying on their outfits, there would be somewhere for the guys to put up their feet and take a break. This lounge type area would

include a comfortable couch and arm chairs, along with a table and WiFi hotspot, where men could pull out their phones and check the scores of the games. This could also be a place where our customers who are busy mothers can take a breather as their kids try on clothes.

jcpenney is the leader in digital innovation. But our research told us cus-tomers believe there is little connection between jcpenney stores, jcp.com and jcpenney’s digital platforms. So our goal is to integrate the online store, mobile apps, the in-store experience, etc...

• Relaunch jcp.com with a new design that fits with the jcpenney brand personality and integrates the “because you’re you” campaign theme

• Create and implement a new navigation system for jcp.com

• Link jcpenney’s social media platforms directly to jcp.com and visa versa

• Allow customers to access their jcp profile accounts and use it as a tool to find styles based on previous purchases

• Allow customers to post reviews and comments on pur-chased products and merchandise

With the jcp app, customers will be able to log into their jcp profile, access their “avatar”, preview special offers and enter contests and sweepstakes. Customers will also be able to send their favorite jcpenney merchandise to their friends. The jcp app will also act as a QR code reader, allowing customers to scan the QR code with their app.

JCP

Mob

ile A

pplic

atio

ns

We highly recommend jcpenney revise their current online store. Currently jcp.com does not match the jcpenney brand personality. jcpenney is modern, trendy and stylish and jcp.com should be just another extension of the jcpenney brand. So we suggest a few things that can take jcp.com to the next level:

jcpenney

DIGITAL RECOMMENDATIONS

27

Find your style habits with Stacey London.

Women Home Kids Baby Men

Login in AccountFind a store Services

TeenAccesoriesShoes

ACADEMY AWARDS – Continuing jcpenney’s partnership with the Oscars will not only mark the launch of the campaign but also preserve the tradition jcpenney has done for many years. Our research with Simmons proves that our target market continually watches this award show more than any other award show. During the show, we will also conduct contests where viewers can vote for their favorite outfits seen on the red carpet with chances to win jcpenney gift cards along with other chosen prizes. This will associate the jcpenney brand with fashion and glamour and get the target market to interact.

WHAT NOT TO WEAR – We will sponsor a special portion of the show since it is one of the highest rated with our target market. The show re-volves around improving the fashion sense of average women by giving them money to get new clothes and great style tips to use in everyday life. On the show, stylists Clinton Kelly and Stacy London will take the lucky contestant to jcpenney as one of the stores they shop at during the show. This will aid in changing our target market’s misconceptions of jcpenney by proving that jcpenney provides high quality, stylish apparel.

THE STAGERS – This is a show that highlights the lives of professional home stagers who get houses ready to be showrooms. Our sponsorship with this show will incorporate jcpenney furniture and other jcpenney home products that modernize any dull or drab home chosen for the show. Likewise, professional stagers can provide details and tips about improving home décor using key items in the jcpenney home collections.

DINNER IMPOSSIBLE – This is another top rated show that our audience loves to watch.* This high-energy show captivates our market, and we will therefore be able to showcase jcpenney kitchen products as a result. During their challenges on the show, we will implement the use of the jcpenney prod-ucts to showcase their practicality and durability.

AMUSEMENT PARKS – An overwhelming number of our target market visits theme parks on a regular basis, whether they have kids or not.* There are even specific resorts they frequently go to, such as Busch Gardens and Disney parks, which we could use to better target them. We would reach these women by sponsoring locker areas in the parks or even designing a “jcp Freshen-Up Station” where they could visit to fix their hair, change their baby, or just sit on one of the jcpenney couches for a minute.

CINEMA ADVERTISING – We want to partner with theaters and show in-theater ads before movies. National Cinemedia reports that most people are in theaters at least 15 minutes prior to the start of the movie. Many women in our target market are heavy movie watchers. According to Simmons, the top rated genres of movies for our target market are horror, romantic comedies and family. Our target market goes to the movies as much as six times per month, which is why we will be advertising in cinemas.*

GO RED FOR WOMEN – One of the most participative activities for our target audience, according to Simmons, is working out and going to the gym. Therefore, we will partner with the American Heart Association in the fight against heart disease. Selected gyms and community centers will have their equipment covered in red, along with the jcp logo, to help promote healthy living.

SPONSORSHIPS & PARTNERSHIPS

28*Simmons, 2001

BUD

GET

& M

OS

QR Codes - when, where QR codes are scanned, analyticsContest Submissions - number of submissionsIncreased traffic on website/sales - Sales and visits per dayPre and Post campaign focus groups - campaign effectivenessApp Downloads - downloads per day, who downloadedJCP Profile Creations - per day, per influencing salesDirect Mail - coupons returned to store, sales from coupons

Impressions per medium - Measurable impressions based on fre-quencyCustomer Reviews - Reviews on product, service, etcSurveys - Customer surveys on products, service, store layoutSocial Media - Facebook friends, likes, tweets per day, following jcpBanner ads - online click through rate, per purchaseE-blasts - Click through rate, purchases from couponsFashion Show - Attendees, charity donations, jcp press

MEASURES OF SUCCESS

INTRODUCTION February: $14,069,231

GROWTH March: 8,909,841 April: 7,728,169 May: 10,957,732 June: 8,284,156 July: 4,550,515

MATURITY August: 11,072,347 September: 9,148,196 October: 4,418,223

LASTING IMPRESSION November: 11,005,387 December: 9,453,664

TOTAL 99,597,461

BUDGET$40,000

$40,000

$61,000

$343,800

$608,400

$957,100

$12,552,300

$25,872,900

$28,598,900

$30,603,100

30

ACCOUNT MANAGER Amanda GeannacopulosCREATIVE DIRECTORKatherine Hyde ART DIRECTORS Nicole Cimmarusti Max GustofsonCOPYWRITERSGeorgia McMillan Nicole Rossi MEDIAIsidora Torres Alex WhitePUBLIC RELATIONSJustin Lacap ADVISORTimothy Hendrick

THE PEOPLE WHO MADE IT POSSIBLE

31

Our campaign was not to make jcpenney into something that it’s not. In no way did we want to change the brand identity of jcpenney. Instead we embraced jcpenney’s image and created a campaign that personally resonated with our target market.

Our because you’re you campaign speaks to our target market on an emotional and personal level. We prove to these women that jcpen-ney understands who they are as people and therefore understands their needs as consumers. We show how the merchandise that jcpen-ney carries are based on these needs, so these women feel as though the products were made for them. Lastly, we express how jcpenney believes in individuality and helps these women feel confident with who they are, no matter how quirky they may be. The end result is showing our target market that jcpenney is inspired by who they are and what they do, and has jcpenney telling these women, “We offer these products for you, because you’re you”.

Our campaign accomplishes all of our goals to change the misconceptions our target market has of jcpenney, while simultaneously giving jcpenney a distinct and modern personality. By promoting the exclusive brands jcpenney offers, our campaign posi-tions jcpenney at a higher level of retail and will not only reach pro-spective jcpenney customers, but customers of other department stores, like Macy’s.

Our refined marketing and messaging will improve jcpenney’s image in the minds of their consumers and will bring them one step closer to being America’s favorite retail destination.

CONCLUSION

JCPenney Book

Documents

Transcript of JCPenney Book