Look Your Best, Feel Your Best, With your Wallet Caring Less.
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JC PENNEY DIGITAL STRATEGY
LOOK YOUR BEST.FEEL YOUR BEST.WITH YOUR WALLET CARING LESS.
TARGET MARKET
PHOTO OF STAFF OR WORKPLACE(876X 272H)
AGE: 30-65
GENDER: Female
EMPLOYMENT: Employed or Unemployed
MARITAL STATUS: Both married and single
CHILDREN: Yes
RACE: Any
SOCIAL MEDIA BLOG
MOBILEMAGAZINE
GOOGLEADWORDS
4 PILLARSOF THE DIGITAL CAMPAIGN
THE GOAL
REGAIN CUSTOMERS LOST DUE TO JC PENNEY’S TURNAWAY FROM VALUES AND LOW PRICE, TO HIGH FASHION AND HIGH STYLE.
SOCIAL MEDIAMAIN OUTLETS
PINTEREST CONTEST
6WINNERSSHARE THEIR STORYTHROUGH THE BLOG + SOCIAL
ALLOWS READERS TO CONNECT PERSONALLYWITH THE BRAND.
WHAT THEY WIN
WHY?BECAUSE WOMEN RULE SOCIAL MEDIA
5XAS LIKELY AS MEN TO USE PINTEREST.
LIFESTYLE MAGAZINE• Titled “Simple Luxury”
• Centered around “Look Your Best, Feel Your Best, With Your Wallet Caring Less.” Idea.
• Four sections: Fashion, Beauty, Fitness, and Lifestyle
• Totally free
• Promoted through blog and social media posts
• Content mirrors the blog, features specific and non-specific to JC Penney
THE BLOG• Encompasses all aspects of the
working mom’s life
• About creating JC Penney as a lifestyle and not just a brand
• 4 core areas just like the magazine: Fashion, Fitness, Beauty and Lifestyle
• Focus on JC Penney products, but also contains post not centered on the brand
• Cross promoted through social media outlets
GOOGLE ADWORDS• Series of banner
• Visual, not text-based to draw in viewers
• On a Pay-per-word, pay-per-click basis
• Possible word to purchase: Look, Fashion, Budget, Style, Lifestyle, Real Women
• All related to campaign
MEASURING SUCCESSTHE MOST IMPORTANT PART
• Google Analytics• Tagging• Conversions
BUDGETA DETAILED BREAKDOWN
WHO? HOW MUCH? BREAKDOWN
Digital Agency $3,650,000 $250/hr 40 hrs per week for 1 year
Graphic Designer $59,000 Hired to create banner ad campaign
Editors $98,000 2 at $49,000
writers $232,000 4 at $58,000
App Development $1,500 - 5,500 Avg cost for basic app with sharing capabilities
Adwords campaign $24,000,000 $2,000,000 per month for 12 mos
TOTAL $28,044,500
