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table of contentstable of contents

CAMPAIGN OVERVIEW 2

CONSUMER INSIGHT 4

CREATIVE SOLUTIONS 16

CAMPAIGN STRATEGY 24

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2 3

JC Penney has spent the past 100 years making the brand a household name. However, your company is now facing

tremendous competition from conventional brick and mortar stores and online retailers. Not only are business dynamics changing, your customers are changing dramatically.Research from JCP shows that women in the

25-34 demographic have similar attitudes despite being at different stages in their lives. These women fall in to two categories; women with children and women without children. The women with children are shifting their spending and shopping behavior with fewer, more carefully considered self-purchases because they are balancing work and family expenses. A large portion of women without children are recently-graduated young-professionals who purchase for work, social and nightlife. These women need clothes that are versatile for various occasions. Primary research conducted by Red186

with W25-34 illustrates that, while JCP is now promoting higher-end fashion with MNG by Mango and remodeling stores, the target audience is not yet aware of these changes and tend to view JCP as a more traditional retailer without much distinction when compared to other clothing retailers. This means that a communication gap

exists between what JCP is implementing and what W25-34 believe to be true about your company. The campaign will convince the target market that JCP is stylish, affordable, and a fun place to shop. The agency recommends highlighting that JCP is a speciality store inside a department store by incorporating your present tag; Who Knew! into the campaign.Red186 has developed a multifaceted

integrated communication plan which efficiently allocates your $100m campaign budget. A key component of the plan is a new reality show that will engage W25-34 and help change the current perception of JCP within the target audience. Each week, stylists will compete by showcasing the beauty and versatility of JCP fashions and accessories. Creative and other media efforts will motivate W25-34 to watch the show, vote for their favorite stylist and visit JCP to create their own designer wardrobes. TV, print, mobile, out-of-home and in-store interactive terminals will promote your new MNG line and incorporate the fashion suggestions from the stylists competing on the show. The winning stylist will become the face of JCP and will incorporate style advice to your consumers through different media outlets using a new application designed for this campaign by Red186.

[ CAMPAIGN OVERVIEW]

OVERVIEW 3

4 5

bus iness Challenge

The agency’s goal is to engage women between the ages of 25 and 34, then retain them as loyal JCP customers.

The campaign must convince consumers that you are a stylish, affordable, and fun place to shop. A budget of $100 million will be used to develop an integrated marketing communications campaign scheduled for December 2011 through April 2013 to incude pre-campaign through post-campaign strategies.

The biggest challenge in this effort will be to attract new 25-34 year old female customers without alienating your current customers. Specifically, the campaign must:-Acquire female customers ages 25-34;-Retain customers ages 25-34 and-Increase shopping frequency and

spending among current female customers ages 25-34. Source: NSAC Case Study

Communication task

Research conducted by Red186’s Consumer Experience Team (EXP team) shows that W25-34 are

generally unaware of your new brands and merchandising changes. Communication efforts will target W25-34 to inform them that JCP offers stylish, versatile, and affordable fashions. The campaign will generate visits to your retail locations and jcp.com to meet your objectives.

5 RESEARCH

the campaign will generate visits to

your retail locations and jcp.com to meet

your objectives.[

[

6 7RESEARCH 6

Key Brand Metric Rankings* Among 25-34 year olds

EXHIBIT A: Brand Health Measures By Competitor 2007-2009; 25-34 years oldSource: Internal Study, 2010

Ranking

Brand Choice

Brand Commitment

Brand Momentum

Brand Leadership

Word of Mouth

Net Promoter Score

Go to the store in next 90 days

My favorite store

On it’s way up

Well ahead of the rest

A store I’m hearing a lot about

Brand advocates excluding detractors

‘07 ’08 ‘09 ‘07 ’08 ‘09 ‘07 ’08 ‘09 ‘07 ’08 ‘09 ‘07 ’08 ‘09 ‘07 ’08 ‘09

4 4 4

4 4 4

4 4 4

4 4 4

3 3 3 5 5 4 2 2 2 1 1 1 6 6 6

1 1 13 3 35 5 5 2 2 2 6 6 6

5 5 5 2 2 2 3 3 3 1 1 1 6 6 6

1 1 1 6 6 62 2 23 4 35 5 5

3 3 35 5 5 4 3 4 2 2 2 1 1 1 6 6 6

6 6 61 1 13 3 35 4 52 2 24 4 3

*Ranking 1-6 with 1 being the top-ranked storeGrey shading indicates the leader on attribute

Please tell us which of the following retailers you have visited in the past 6 weeks.

Kohl’s

Macy’s

Target

JC Penney

Express

New York & Company

52

55

37

31

34

100

45%

47%

86%

32%

27%

29%

Are you...

Single

Married

Widowed

Divorced

Other

80

34

0

2

1

117Total 100%

1%

2%

0%

29%

68%

What is your current work status?

Work outside home full time

Work outside home part time

Work at home

Other

Total

53

37

4

22

116

46%

32%

3%

19%

100%

When thinking about shopping for clothes, which of the following would you use to “get inspiration” before you visit a retail store?

Fashion Magazines

The Web

Television Ads

Television Shows

Friends

Other

58

42

13

36

76

11

50%

36%

11%

31%

66%

9%

Share of Audience, Buyers, Transactions, and Dollars: Males vs. Females

0%10%20%30%40%50%60%70%80%90%

100%

Internet Users Internet Buyers Transactions Dollars

U.S. Males U.S. Females

U.S. Consumers, Non-Travel Internet Purchases, February 2010Source: comScpre e-Commerce Report, comScore Media Metrix

Share of Category Dollars: Males vs. FemalesAPPAREL, ACCESSORIES & JEWELRY

BOOKS, MUSIC & VIDEO

ELECTRONICS & COMPUTING

EVENT & MOVIE TICKETS

FLOWERS, GREETINGS & GIFTS

HOME & LIVING

TOYS & HOBBIES

VIDEO GAMES AND CONSOLES

U.S. Male Share U.S. Female Share

U.S. Consumers, Non-Travel Internet Purchases, February 2010Source: ComScore e-Commerce Report

29%

39%

51%

56%

54%

38%

33%

44% 56%

67%

62%

46%

44%

49%

61%

71%

Market Ins ight

According to the research provided in the case study, JCP lags in key brand metrics when compared to main

competitors, such as Macy’s, Kohl’s, and Target.

Specialty retailers are also very popular with W25-34. Red186 developed the following list of key retail competitors

and a brief description of their current consumer engagement promotions.

Pr imary Competitors

Macy’s:Locations: 800Sales: $25 billion in 2010Merchandise: men’s,

women’s, and children’s apparel and accessories, cosmetics, footwear, and home furnishings

Macy’s Facebook page contains mostly positive feedback, with comments expressing love for products and brand. They are conducting a million-dollar makeover contest tied in with their Facebook, where eight participants will be selected from their fans to receive makeovers. Their Facebook page also has a tab called “Trend Report” that pieces clothes together to create a spring outfit.

Kohl’s: Locations: 1,050Sales: $18 billion in 2010Merchandise:

men’s, women’s, children’s apparel and accessories, cosmetics, jewelry, footwear, and home furnishings

Kohl’s does not have a Facebook page or an interactive website. They do have in-store interactive terminals that are similar to the ones in JCP, only smaller.

Target:Locations: 1,750Sales: $67.4 billion in 2010Merchandise:

men’s, women’s, and children’s apparel and accessories, footwear, food, electronics, outdoors and recreation equipment, home furnishings, toys, and office supplies

Web promotions vary, including an active Facebook. Target delivers weekly FSIs in Sunday newspapers across the U.S.

Banana Republic:Locations: 500Sales: $2.46 billion in 2010Merchandise: men’s and

women’s apparel

Banana Republic has an active Facebook page and their current campaign is “Trend Report: Utility Chic.”

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pg. 7 Case Study

8 9RESEARCH

Old Navy:Locations: 1,040Sales: $5.8 billion in 2010Merchandise: men’s,

women’s, children’s apparel and accessories

Old Navy sends out weekly Facebook ads. Customers interact with the brand, discussing coupons and sales online. Old Navy also features their current sales on their website.

Gap:Locations: 3,100Sales: $14.7 billion in 2010Merchandise: men’s,

women’s, and children’s apparel and accessories

The Gap has a mobile app to help customers find which jeans work best for them. Their Facebook page receives moderate consumer interaction. The Gap’s current campaign is titled, “Modern design, style in everything you do and ease in everything you wear.”

Express:Locations: 570Sales: $1.7 billion in 2010Merchandise: men’s

and women’s apparel and accessories

Express has an active Facebook page, which is currently promoting their, “On With the Show” campaign.

New York & Co.:Locations: 575Sales: $1.1 billion in 2010Merchandise: women’s

apparel and accessories

New York & Co. sponsors the TV show, “What Not to Wear.” Fans of the show can find the styles that were featured on the show through their interactive Facebook fan page. New York & Co. also uses mobile alerts and Twitter to reach their consumers.

Pr imary Competitors JCP Swot analys is

STRENGTHS -Well-known brand-Successful online presence-Innovative company

WEAKNESSES -Declining revenue and profits-Outdated retail locations do not fit modern look-Consumers are generally unaware of new lines and remodeling efforts -Perceived as being a traditional department store-Current media plan may not be reaching W25-34

OPPORTUNITIES -Projected growth of W25-34 -Increasing number of women in college-Greater number of W25-34 in workforce-Exploding use of digital media by W25-34 offering new ways to engage customers

THREATS-Growing consumer preference for specialty retail stores-Pricing competition in the online retail space-Department stores, such as Macy’s and Kohl’s, are ahead of JCP in key brand metrics

Red186 used a SWOT analysis to better identify your position in the marketplace:

S

9

WOT

10 11RESEARCH

BRAND INS IGHT

While JCP has served customers well for over 100 years, methods of

engagement are rapidly changing. You are heading in the right direction by adding trendier, more modern lines such as Bisou Bisou, a.n.a, Sephora, and Mango by MNG. But, according to the agency’s research, your target market is unaware of these changes. Many consumers consider JCP as a

retailer offering a wide selection of merchandise for the whole family at affordable prices. While this is

certainly a positive perception, the agency’s EXP team discovered that W25-34 do not share this perception when considering shopping for fashionable clothes. Quantitative and qualitative

research conducted by the agency targeting W25-34 found that JCP is often perceived as “dated.” Several research participants said that they “think of their grandmothers” when they think of your brand, and that JCP “would not be a place to get the latest fashions.”

CONSUMER INS IGHT

Research shows that women shop not only for price and quality, but for the experience.

They are interested in building brand relationships and shopping in an inviting atmosphere. As shown in the case study, W25-

34 prefer your competitors when choosing fashionable apparel, so you must find an effective way to communicate your message and show that JCP wants to

give consumers a specialty store experience with the department store selection.Research shows that women today

are more independent and career-driven and are waiting longer to get married. The majority of this market has active social lives, so work fashions must be versatile enough to wear for various social occasions.

PR IMARY RESEARCH

The research you provided with this assignment was extensive, showing that you clearly understand your

customers. The EXP team at Red186 used this existing research as a platform to reach out to W25-34 through quantitative and qualitative research methods. The agency conducted an exploratory

Facebook survey last fall, with results showing that most respondents considered JCP “boring and outdated.” When asked about

positive and negative store experiences, the majority of respondents listed negative ones and only one respondent had something positive to say. However, the respondents did see JCP as “affordable,” but thought the company needed additional promotions.Results from the Facebook survey led to

the development of a revised questionnaire to assess the perception of your brand within the target audience.

Red186’s national online survey was launched on 2/17/11 and remained active throughout the project. A total of 116 respondents completed the online survey.

- 47% were 18-24- 49% were 25-34 - 68% were single - 29% were married- 19% have children

10 11

Online Survey

12 13RESEARCH

Red186 conducted a “Shoppers’ Night Out” where a small group of women between the ages 25-34 were escorted to New York

& Co., Macy’s, and JCP. The participants loved the overall inviting atmosphere of New York & Co. and said that they would not mind spending a little extra money to get the nice, professional clothes sold there. They also like the coupons that New York & Co. offers loyal customers. When visiting Macy’s, the participants liked the fact that it was a one-stop shop, but they also said there was too much to choose from. The women also decided that Macy’s clothing is either for younger teens or the older population; there is nothing for the ages in between. Upon entering JCP, participants joked about of the clothing on display. They claimed the store was too dark, the displays did not show fashionable clothes, and that they rarely shopped there. However, they did like the idea of the touch-screen display, but said it needed to be improved. Overall, the Shoppers Night Out research reiterated the idea that W25-34 have an unclear perception of JCP.

Red186’s EXP team hosted a friendship circle to get a more intimate feel of the perception that the target market has about JCP. The

friendship circle consisted of four women in the target market. Some of the questions focused on the participants’ personal shopping habits and where they get their fashion advice; other questions were focused on their perception of JCP in comparison to competitors. Overall, the agency discovered that these women look for style guidance through stores they trust, friends, TV shows, and celebrity icons. They shop for clothes that fit their style based on price and quality of the clothes. These consumers see JCP as a more traditional department store that has not kept up with changing fashions.

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JCP Customer Exper ience

The EXP team asked survey respondents to consider their recent or past shopping experiences with JCP, then rate their overall

experience using the following attributes with (1) meaning Very Poor to (7) meaning Excellent. From a purely retail satisfaction level, your customers like many aspects of the JCP shopping experience. But the mean scores on Merchandise Quality, Service, Fashionable Merchandise, and Selection should be of concern.

Customer ExperienceRanking from 1-9 based on meanscores1) Prices: 4.73 mean score2) Sales/Promotions: 4.50 mean3) Friendly: 4.23 mean 4) Value: 4.20 mean 5) Ease of Shopping: 4.14 mean6) Selection: 3.52 mean 7) Fashionable Merchandise: 3.41 mean 8) Service: 3.969) Quality of Merchandise: 3.82

Shoppers Night Out:

Add it ional Pr imary Research

Friendship Circle:

T he EXP team then asked survey respondents to rate the following personality attributes with (1) meaning

“Not At All” to (7) meaning “Totally” based on their impressions or experiences with JCP. It’s clear from the responses to this question that your consumers see JCP for “Just the Basics.” The sample rated Fashion average with a 3.52 mean score out of 7. The other findings are even more alarming. Unfortunately, these findings support research supplied with the assignment and Red186’s other primary research. In summary, your customers perceive your stores as traditional and generally without distinction when compared to other clothing retailers. The lack of appeal is particularly evident in this research with a mean score of just 2.58 out of 7 for the attribute “Stands out in a Crowd.” This is a huge problem, as the sample indicated just a 2.76 mean score on the JCP attribute “Perfect for Me.”

Personality RankingRanking from 1-10 based on mean scores1) Just the Basics: 4.75 mean2) Traditional: 4.72 mean score3) Sociable: 3.58 mean4) Fashionable: 3.52 mean5) Confident: 3.46 mean6) Creative: 3.12 mean7) Takes Chances: 2.82 mean8) Different: 2.78 mean9) Perfect for Me: 2.76 mean10) Stands Out in a Crowd: 2.58 mean

JCP Personal ity Ranking

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Personas

Based on research supplied by JCP and the research conducted by the agency, the EXP team developed two

composites or “real-life” personas to help visualize the unique aspects of W25-34.

The first persona is Sara Jones. She is 27, single, and has no kids. She is career-minded, responsible, ambitious, and

embraces change. She has a college degree, rents an apartment, and works an office job in the city. A one-stop shop is ideal for her because she is so busy. Sara’s web habits consist of e-mail, Facebook, Shutterfly or Flickr, and TMZ, along with plenty of online shopping.

The second persona is Michelle Davis. Michelle is 32, married, and has an elementary-age child. She is family-

minded, works outside the home, multitasks, and manages everything on a budget. Michelle has a college degree, spends most of her time with her family, and just purchased her first home. She wants to expand her professional wardrobe, but looks for reasonable pricing without forfeiting quality. Her goals are directed toward family and maintaining a career. Social media reaches 73% of women 25-

34, with over 300 minutes spent per month on social networking websites:

Engagement Ins ightDemographics:27 years oldFemaleSingleNo Kids

Generation:Beginning of Generation Y also known asMillennials

Characteristics/Skills:Career-mindedValues responsibilitySelf sufficientAmbitiousEmbraces change

Lifestyle:Educated/college graduateWorking in office/sales positionRents an apartmentLives in or near a major DMA

Behavior:Looking for a one-stop shop for several

needs.Skeptical of traditional advertising. Adsneeds to be surprising and unexpected toimpress her.

Web habits/favorite websites:Uses e-mail service to keep up with her work Facebook for socializing with friends and oldcollege friendsShutterfly and Flickr for photo sharingWatches movies on HuluTMZ.com and other celebrity blogs forentertainment purposes

Future Requirements/Goals:Career now, family laterTime is now to enjoy lifeTravels 6 times a year on business

Demographics:32 years oldFemaleMarriedElementary-age child

Generation:Beginning of Generation Y also know asMillennials

Characteristics/Skills:Family-mindedKids are top priorityWorks outside homePrioritizes and multitasksAble to manage her family on a budget

Lifestyle:Educated/College graduateWorking momJust purchased first house with her husbandSpends time with family

Behavior:Needs to expand professional wardrobeShops for the entire familyWants quality goods at reasonable pricesLikes to be engaged by a companyespecially with a discount or promotion

Web habits/Favorite websites:Uses e-mail for work and communicationwith familyFacebook for socializing with friends and oldsorority sistersBlogspot/blog sites for fashion tipsFlickr for sharing pictures of her childrenwith friendsIMDB for entertainment news

Future Requirements/GoalsSuccessfully balance work and familyTravel three times a year for pleasure

Key Ins ight

While specialty stores offer the advantage of deep inventory with a few lines, JCP provides a near

infinite combination of clothes/accessories to build the perfect wardrobe for W25-34. Communication efforts should reveal that JCP is offering a new shopping experience

targeted at young professional women and designed around what they want. JCP offers specialty store fashions in

a department store environment. The campaign must demonstrate the versatility of your merchandise to meet the fashion needs of W25-34 at work, at play, and at home.

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16 17 CREATIVE

overview

The creative approach for this campaign must extend the present JCP campaign: “New look. New Day.

Who Knew!” The agency’s creative group

recommends using “Who Knew!” as the tag for this campaign. The creative team focused on giving JCP a new look to target the trendy working woman.

style gu ide

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18 19CREATIVE

magazine ads

Sophistication, style, class; a modern twist on today’s professional woman.Other stores are appealing to working

women’s feminine side while giving her the polished structure that her employer demands.JCP, on the other hand, has fallen behind

with an undefined appeal and women 25-34 have noticed.

The agency’s creative direction was driven by this huge gap between perception and reality.The creative team focused on giving JCP

a new look targeting these young women and bringing them back into the store.Using thin typefaces and fresh colors, the

design is high fashion and resonates with them.

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20 21CREATIVE

interactive overview

Red186 has redesigned JCP’s main website, using interactive photo galleries to attract W25-34 and

showcase the new Mango line. The main page has been consolidated to be more user-friendly and visually appealing to your target market. There will be smaller banner ads below all galleries, advertising “Style Me

Chic” and linking to your Facebook page. Special banner ads will expand to play a preview of upcoming episodes. If the video is clicked, users will be redirected to the “Style Me Chic” website where they can meet the cast, view episodes, vote for their favorite stylist, and purchase featured clothing and accessories.

Who will be America’s next top stylist? Vote & you could

WIN A $1000 JCPENNEY GIFT CARD!Watch Style Me Chicthis week on BRAVOBehind-the-scenes with Whitney Port!

MANGOHAS

ARRIVED.

who knew!view the collection

The Mango CollectionSee the latest and greatest from Spain!

New looks for spring!Lorem ipsum cefhu sdgdfgn lkjjioie

Easter fun in the sunLorem ipsum cefhu sdgdfgn lkjjioie

Sandal Sale! 50% offLorem ipsum cefhu sdgdfgn lkjjioie

Gift cards for GradsLorem ipsum cefhu sdgdfgn lkjjioie

WOMEN MEN TEENS KIDS SHOES ACCESORIES HOME GOODS

Like fashion? “Like” us for a chance to WIN A $1000 JCPENNEY GIFT CARD!

womensshop sizesplustallspetitesjuniorsmaternitymaternity

shop clothingtopspantsjeansdressesskirtsshorts + caprisshorts + caprisactivewearswimwearouterwearsleepwear + lingerie

shop brandsMNG by mangoliz claiborneliz claibornebisou bisouamerican livinga.n.ast. john’s bayworthington

shop the saledaily dealsdaily dealssale

who knew!shop the collection

select styles 50% off

WOMEN MEN TEENS KIDS SHOES ACCESORIES HOME GOODSSince research supports the idea that

shopping is a social experience, Red 186 created a mobile app that allows

a shopper to scan QR code, view the item, and then allows them to see the item on their avatar. They can then share with friends via, Twitter, Facebook, E-mail, or Tumblr. And finally purchasing the MNG product.

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The purpose of the JCP website redesign is to help customers navigate easily through all departments of the online

store. The clean design and large buttons make it simple, but elegant.

JCP HOME PAGE

JCP WOMEN’S PAGE

mobl ie app

WEBS ITE REDES IGN

22 23CREATIVE 23

Show logo Promotional Ad

Show s ite

The Style Me Chic logo is designed to focus on ‘Me’ so the viewers can relate to the contestants on a personal level.

The typeface is thin and modern to target the choosen market.

The Style Me Chic site is a link from the Bravotv.com site. It introduces the contestants to the viewers and provides

a link to vote. There are also clips and whole episodes that are released weekly after airing on Bravo.

24 2525 CAMPAIGN

[ Campaign strategy ]

The primary mission of this campaign is to reposition JCP as a leading fashion retailer for W25-34. The

agency recommends a 15-month action plan, beginning December 15, 2011 and ending April 15, 2013.

The agency recommends the development of a new TV show to air on the BRAVO cable network entitled “Style Me Chic.” BRAVO delivers programs in food, fashion, design, and pop culture to an upscale and educated audience. BRAVO is owned by NBC, which was recently purchased by Comcast, thus adding to the potential of

this partnership. The 12-episode program will be hosted by Whitney Port, an American television personality, clothing designer, and model. In the show, competing stylists will mix and match fashions from the Mango line with other clothes and accessories throughout JCP.

Developing and producing “Style Me Chic” will be a large focus of the campaign. Throughout the show’s duration, advertisements will also be run online, in print, and through various other media outlets, which will be described in depth under the specific media recommendations.

26 27CAMPAIGN

Media ChartFeb. March April May June July Aug. Sept. Oct. Nov. Dec. Jan.

T.V.Desperate HousewivesBig Bang TheoryAmerican IdolDancing With the StarsBachelorAmericas Next Top ModelProject RunwayPrint MagazinesVogueSelfInstyleBazarWLatina

FacebookWebsites

TwitterYoutubethedailybeasthu�ngtonpostfashionistatmztoofabfashiongoneroguenymagallwomenstalkfashionpaparazzismasbableshemag

4- 30 second commercial8- 30 second commercial

1 page color ad1 page color ad and 1 color cover

banner for one monthWebPrint MagazineT.V.

pre-campaign:December 15, 2011-January 31, 2012

-  Show casting, development and production of Style Me Chic- Launch “Style Me Chic”

website-  Facebook page

revamped and promoting “Style Me Chic”- Begin PR efforts

directed toward the new show and overall campaign-  Run teaser magazine

ads for “Style Me Chic” - TV promo ads begin

launch:February 1, 2012-February 27, 2013

- Search for America’s top stylist begins- 12-episode reality

show launched- JCP-MNG magazine

ads run- Mobile app launched

which coincides with interactive in-store screens- Voters choose the

new face for JCP- Stylist blog launched

post-campaign:February 28, 2013- April 15, 2013

- Evaluate campaign effectiveness- Final press

conference and press releases about success of the campaign - Continued

involvement through social networks- Stylist blog updated

frequently- Stylist promotions/

tips for JCP consumers and followers

Airtime

Red186 recommends purchasing airtime from BRAVO to secure the best day and time to air the

program. Each program will have 30-second slots available for ads. Vendors should be encouraged to participate in the “Who Knew!” branding campaign by purchasing ads to promote their products. As a result, vendors will offset the cost of purchasing airtime for the program. BRAVO will also be asked to provide 15-second promo announcements to support the show.Airtime Costs: $0

Program Publicity In addition to developing a new website to promote the show, Red186 recommends staging a consumer sweepstakes where viewers can vote for their favorite stylist on JCP and program websites to be entered into a sweepstake. They will have the chance to win one of 12 all-expense paid trips to New York City to see the show and have their own fashion makeover. The program website will be linked to BRAVO, JCP, and all media partners wherever possible.Cost Show Publicity: $3.5m

TIMETABLE MEDIA RECOMMENDATIONS

“Style Me Chic” will be sponsored by JCP and specially-invited vendors. The program will be a competition to

find America’s next clothing stylist, who will eventually become a spokesperson for JCP. Whitney Port will host the show joined by celebrity judges. Creative and other media efforts will motivate W25-34 to watch the show, vote for their favorite stylist, and visit JCP to create their own designer wardrobes. The show will air on BRAVO and will consist of ten 30-minute episodes and two 60-minute episodes. The season finalist, chosen by the viewers, will sign a contract to be the official

spokesperson/stylist for JCP. The winner will have a blog linked to the JCP official website offering styling tips and advice. The target audience will be able to communicate with the winning stylist, thus creating a personal experience for the consumer. Red 186 recommends 10 by 10 Entertainment to produce the series. Cost includes the writing, casting, and actual delivery of ten 26-minute shows and two 52-min episodes from 10 by 10 Entertainment beginning February 13, 2012.Program Production Costs - $15m

27

TV SHOW ON BRAVO

28 29CAMPAIGN 29

CAMPUS EVENTS

Red186 will target the top 50 universities in the U.S. for a special college edition of the show. The on-campus events will target

graduating female students, emphasizing fashions to help them make a successful leap from college to career. The agency plans to partner with each school’s career placement center to enhance credibility of the events. The stylists from the TV show will be paired with representatives from local JCP stores carrying the new MNG line at campus events. The agency recommends also partnering with campus newspapers, school websites, and Greek organizations to help promote the events.Campus Events: $5m

10 largest universities in the U.S.:1. Ohio State University-Main Campus: 51,8182. University of Florida: 51,4743. Arizona State University at the Tempe Campus: 51,2344. University of Minnesota-Twin Cities: 50,4025. University of Central Florida: 50,1216. The University of Texas at Austin: 49,9847. Texas A & M University: 48,0398. Michigan State University: 46,5109. University of South Florida: 46,18910. University of Illinois at Urbana-Champaign: 43,246

Cost of tv show & med ia

Google Search Ads - $2.5m(Define some keywords: mango, mng, chic, styl-ish, trend setting, edgy, trendy)

Display Ads $13.5mDisplay ad production costs: $500,000Specific Websites: 1 million per website -Twitter-YouTube- huffingtonpost.com- fashionista.com- fashiongonerogue.com- nymag.com- allwomenstalk.com- fashionpaparazzis.com- mashable.com- shemag.com- tmz.com- toofab.com- thedailybeast.com

Mobile Advertising – $2M -Mobile app production cost: $500,000-Social media commerce app (modeling and sharing JCP fashions through social media platforms)

Mobile Ad Space - $3.5m (for JCP + Show)-Yahoo has an extensive mobile ad plan

TOTAL COST OF TV SHOW: $28.5mProgram Production Costs - $15mAirtime Costs: $0College Events: Cost: $10mCost Show Publicity: $3.5m

DIGITAL MEDIA – $23.5 Million total (for JCP + Show)-Facebook App: $500,000 development- Targeted Facebook ads total- $2m

30 31CAMPAIGN 31

Harper’s BazaarHarper’s Bazaar gives a “sophisti-cated” perspective into the world of fashion, beauty and popular culture. The magazine considers itself to be the style resource for “women who are the first to buy the best, from casual to couture.” The total audience is about 1.4 mil-lion. It reaches 88% of the female market. The market for ages 18-34 is about 38% (for total circulation: 40% is 35+).

Rate base: $1.5 million - one page with color, 12 monthly issues

InStyleInStyle magazine shows celebri-ties in their element, and reveals their secrets to fashion, giving its readers the tips and confidence to achieve their desired look. InStyle’s core consumer is right in our target market at 25-39 years of age. In-Style also fits JCP’s target consum-ers household income. (The total audience is about 10 million. It reaches 86% of the female mar-ket. 64% reaches the 25-34 target market). 12 monthly issues for a year, 1 page with color is 1.7 million T.V. show ads run for the months of February through March. Three cover spreads for $100,000Total: $1.8m

LATINALatina is a monthly lifestyle, en-tertainment, beauty, and fashion magazine targeted toward ac-culturated Hispanic women. The magazine’s total audience is about 3 million women.- 12 monthly issues for a year, I page with color is 1.4 million

Total: $1.4 million

SELFSelf magazine specializes in health, fitness, nutrition, beauty and hap-piness. The total audience of Self is 6.7 million. It reaches 6.2 million women and the average age is 34-38.

12 monthly issues for a year, 1 page with color is 1.475 Million T.V. show ads run for the months of February through March. Three cover spreads for $200,000Total: $1.65m VOGUE

Vogue magazine is a collection of modern fashion and culture from all over the world that is targeted towards women across target mar-kets, namely 25- 54. Vogue uses both models and celebrities input for their articles and photoshoots. Vogue fits JCP consumer personas. This is a total audience of 11 mil-lion people. Vogue reaches 87% of the female market and the median age is 34- 35.

12 monthly issues for a year, 1 page with color is 1.2 million T.V. show ads run for the months of February through March. Three cover spreads for $200,000Total: $1.4m

WW magazine is a fashion magazine known for its beautiful photogra-phy. Its readership consists mainly of women with an income of over $100,000. W’s high style and daz-zling pictures are again an ideal place to sell JCP’s updated look and new lines that may appeal to those readers.

Rate base: $450,000 - one page with color, 12 monthly issues

MAGAZINE ADS

Ads for JCP Who Knew! and “Style Me Chic” Red 186 recommends one-page ads in the following magazines:

TOTAL COST MAGAZINES: $10.7mMagazine production $2.5 million Specific magazines $8.2(JCP + Show Promo Ads)

Network TV

Red 186 recommends purchasing 30- second spots in the following shows:

American Idol: FOX

cost for 30-sec slot: $400,546 viewing 19 million for Thursdays in 2010

averaging 22 million in 2010

Budget: 16, 30-sec slots - $6.5m

The Bachelor:VH1

cost for 30-sec slot: $250,000viewing 13 million in 2010

Budget: 8, 30-sec slots - $2m

Dancing With the Stars:ABC

cost for 30-sec slot: $300,000viewing 22 million in 2010

Budget: 16, 30-sec slots - $4.8m

Desperate Housewives: ABC

cost for 30-sec slot: $210,064viewing 13.2 million in 2010

Budget: 16, 30-sec slots: $3.4m

America’s Next Top Model:CWcost for 30-sec slot: $150,000viewing 3.9 million in 2010Syndicated 12-30 sec commercial 35,000

Budget: 24, 30-sec slots 2.22m

Project Runway:Lifetimecost for 30-sec slot: $200,000viewing 4 million in 2010

Budget: 8, 30-sec slots - $2m

Big Bang Theory: cost for 30-sec slots: 250,000viewing 13.16 million in 2010Budget: 8, 30 sec slots: 2m

NETWORK TV – $28 Million (for JCP Ads)TV Spot Production $5m Specific shows $23

32 CAMPAIGN32

Television Ads$28 Million

Interactive Displays$6.3 Million

Television Show$13.5 Million

Production $15 MillionMagazine Ads

$10.7 MillionContingency$3 Million

Digital Media$23.5 Million

BUDGET summary & evaluation

The top 50 markets will have a street side interactive displays that function like the in-store model along with new

social media commerce features developed as part of this campaign. The outdoor interactive displays will be similar in function

to the interactive screens currently in your stores. $6.3mIndoor- $4mOutdoor- $2.3m

S idewalk D isplays

TOTAL: $100m

Red 186 used research supplied by JCP as a platform to launch a number of primary research initiatives to

uncover the real brand personality of your company. This unique consumer insight led to the development of an integrated marketing communications plan that

will meet your ambitious objectives. The agency recommends the following budget. Measurement will begin before, during, and after the campaign begins by reviewing performance of all interactive platforms and merchandise sales of items featured on “Style Me Chic.”