NSAC 2011 - JCPenney, UCLA

7/27/2019 NSAC 2011 - JCPenney, UCLA

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Research & Planning

Creative Strategy &Executions

Media Plan

table of contents

TABLE OF CONTENTS

INTRODUCTION

EXECUTIVE SUMMARY

RESEARCH OBJECTIVES &

METHODS

CULTURAL CLIMATE

MARKET LANDSCAPEBRAND ESSENCE

TARGET PROFILE

TARGET PROFILE

BRAND STRATEGY &

POSITIONING

CREATIVE STRATEGY

ONE DRESS COMMERCIAL

ONLINE PRESENCE

ONLINE PRESENCE

ONLINE PRESENCE

PRINT

IN-STORE EXPERIENCES

IN-STORE EXPERIENCES &

ON THE GO

EVENTS

GIVEAWAYS

PARTNERSHIPS

PARTNERSHIPS

MEDIA OBJECTIVES &

STRATEGY

CAMPAIGN CALENDAR &

BUDGET

MEDIA R ATIONALE

MEASUREMENTS OF SUCCESS

& EVALUATIONS

CONCLUSIONSOURCES & CREDITS


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Eager to make an impact. Passionate and Optimistic. Articulate and Savvy.

She loves who she is.

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Todays woman is empowered. Shes paying off her Graduate loans, shes

wearing that something new as she walks down the aisle, shes choosing

to change lives before she changes diapers. With a demanding schedule,

shes always in transit and constantly nds new ways to assert her unique

presence onto the world. Everything she does is an extension of her

condent selfthe way she works, the way she lives, the way she shops.

But amidst her strength and charisma, she also experiences the very real

and very vulnerable moments of anxiety and self-doubtthe moments

where she curls up in her favorite sweater, drinks her homemade coffee,

and snuggles with her favorite bed pillow.

Most department stores, specialty stores, and brands sell prepackaged

identities to these women who are keenly aware of their unique personalities

and lifestyles, their strengths, and areas for improvement. But while those

stores dwell on idealized appearances, JCPenneys sincerity has the

emotional connection that stands out.

JCPenney. Youre on your way.

Our campaign aims to reveal that JCPenney (JCP) can effectively cater to

the needs of every woman, independent of where she is now and where

she aspires to go. Whether change is taking place around her or within her,

we understand that todays woman admirably manages the pressures of

constant adaptation. The last thing a woman needs is the additional stress

of wondering whether her suit jacket will withstand her next interview, if

her trusty coffee-maker will break down in the middle of the night, or if the

purchases she makes are truly wor th her hard-earned money. Retail should

not merit a womans concern nor should it have a one-size-ts-all strategy.

We see JCP as the optimal department store that catches women on their

own terms, where they can shop condently to live condently, and then be

on their way.

introduction


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With a handshake and a warm smile, the interviewer leads Jennifer through the lobby

to the exit. She steps out into a crisp breeze and takes a deep, satised breath, an

electrifying tingle building in her toes.

Transition.Its the central theme of a womans life when she nds herself between the ages of 25

and 34. Life during those ages consists of a whirlwind of decisions, changes, friends,

and family. Jennifer is on the cusp of a new job, and her friends are switching careers,

changing living spaces, getting engaged, having children, and everything in-between.

Jennifers life, like those of her peers, is characterized by strengthening her self-i dentity

in the context of rapid decision-making and change.

Living in the post-recession economy has taught Jennifer the importance of value,

and she loves to brag about nding the best deals on new dresses and outts. She

encompasses the concept of multiplicity, playing numerous roles in her daily life. Shes

well past the confusion of her teenage years and now understands both who she i s and

who she wants to be.

In the age of Facebook and Twitter,

Expression is Everything.Our target consumer welcomes new, inexpensive, and convenient ways to express

herself. For Jennifers generation, connection and expression inject beauty and

meaning into everyday life. This connection is expected from friends and family and,

as the Internet continues to increase our connectedness, it is also expected from the

brands we interact with.

Early into our research, we found that JCPenney has struggled to kindle an emotional

connection with the women in our target demographic. Jennifers generation mostly

sees JCPenney as dull, outdated, unfashionable, and cheap. However, our research

also revealed some positive ndings. JCPenney has made major strides as an online

retailer and is well-established and well-known.

JCPenney has the foundation and the potential to return to i ts previous status as a top

department store, but for thi s to happen, there need to be major changes. JCPenneys

brand is, and has been for quite some time, in a state of decay. To connect with the

target demographic, JCPenney needs a spark. It needs a connection. To connect to

our target demographic, we must rst understand them.

executive summary


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research & planning


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Held in-depth focus groups (using

selected participants that are

well-represented in the target's

age group) to ascertain brand

afnity and awareness of JCP and

competitors among 25-34 year-oldfemales.

Conducted content analyses of JCP

and competitor social networking

sites, such as Facebook, Twitter,

and YouTube, to cohesively i dentify

popular trends and preexisting

notions of department store brand

attitudes.

Shadowed and interviewed shoppers

for over 4 months to observe consumer

shopping behaviors during normal

and holiday periods and to pinpoint

the reasoning behind consumer

purchases and store preferences.

Interacted with JCP customer service

and sales associates in-store and

online to gauge JCPs treatment of

customers.

Hosted a nationwide survey that

garnered responses from 6,689

participants to examine our targets

personalities, shopping mentalities,

lifestyles, values, and perceptions

of JCP and other department and

boutique stores.

Examined proles of our target on

online dating sites such as eharmony.

com and match.com to understand

and categorize how women portray

themselves through online social

media.

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Research Objectives:Understand the JCP culture and where JCP

stands among its competitors

Identify major cultural factors that affect the

target

Discover the mindset, values, lifestyle, and

behaviors of the target

Learn the targets shopping behavior and the

factors that inuence it

Recognize the target's perceptions of and

attitudes about the JCP brand

1. Industry Research:

Analyzed proprietary research reports

and press releases to understand

cultural factors that inuence the

target, industry trends, and competitor

strategies.

Visited 20 JCP stores and competitor

stores on the East and West Coast to

ascertain similarities and differences

between store environments, sales

and promotions, and customer

service.

Inltrated online communities via

blogs, message boards, and chat

room groups to discern perceptions

of the department store industry and

their brands.

2. Primary Holistic Research:

Research Strategies3. Brand Awareness Research:

During a 5-month time span, Adteam11 implemented and conducted comprehensive yet succinctresearch to elucidate the way 25-34 year-olds perceive, distinguish and interact with the retail industry.The following research methods establish our conceptions of the transitional individual, allowing us tostrategize our executions to maximize efciency and congruency while maintaining awareness of ourtargets values.

research objectives & methods


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1 million iPads were bought within the rst

28 days on the market.

-Steve Jobs

In August 2010, approximately 65% of U.S.

mobile devices featured touchscreen input.

- Millenial Media

In January 2011, users spent an average

of 667 minutes using smartphone

applications.

-Wireless Intelligence

As of September 2010, more than 3,000

photos were uploaded and shared per

minute to Flickr.

-Flickr

50% of American Internet users are

expected to contribute to UGC.

-Tech Crunchie

As of December 2009,

of the most popular online

video content was

user-generated.

-Flickr

The economic crisis is causing many Americans

to postpone some major life decisions, including

having children, getting married, and getting a

divorce.

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Facebookhasmore than 500 million active users

Twitterlogs an average of 55 million tweets daily

40% of time online in the U.S. is spent

social networking, playing games,

blogging, and emailing.

Zynga, maker of social networking

games Farmville and Cityville, raised

$1 million to donate to tsunami relief in

Japan within 36 hours.

-Nielsen

91% of mobile phone users keep theirphone within arms reach 24/7.

With 3.6 million users, texting is the

most widely used data application on

the planet.

Netix has over 20 million members in

the U.S. and Canada.

Time spent viewing video online from

home and work increased by 45% in

one year.

-Nielsen

What We Want,When We Want It

Multi-Sensory Media The Recovering Economy

Corporate Social Responsibility

Cultural Takeaway

U.S. households will have a

3D-TV by 2014.

-IMS Research

2/5The Organic Connection

BP's brand satisfaction score plummeted from

19.1 to -13.9 in the two months fol lowing the oil

spill disaster, reecting a negative perception

of BPs lacking corporate responsibility andhonesty.

-BrandIndex

of all Americans describe themselves as "the

kind of person who always looks for ways to

save money."

-Nielsen

cultural climate

Enhanced social connections through technology has made individuals

hyper-connected.

Entertainment is becoming an interactive and multi-sensory experience, withtechnologies such as touchscreens, 3DTV, augmented reality, and webcam-style

gaming on the rise.

Open access to multitudes of information creates an environment in which people

want to know about others and want others to know about them. Consumers are

engaging with social media and user-generated content now more than ever before.

Technology has created a new breed of participatory consumers. Equipped with

social media tools to publicly praise and criticize products and services, consumers

now demand and expect companies to be transparent, authentic, and honest.


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market landscape

To differentiate itself from the competition, JCP must rebrand itself to demonstrate its unwavering commitment to its customers, simultaneously JCP must manifest its greatest strength--the brand

commitment of its customers--which will simultaneously showcase its understanding of and connection with its consumers. Each department store has a prepackaged tone and identity and has a slogan

that gives the consumer an order. These alienators leave an open space for JCP to embody the friendly tone of Walmart while maximizing the style and qualit y standards of Macys through its newest

business plan--its fast fashion. JCP must also maximize its strong online presence in order to broadcast JCPs brand commitment.

Market Landscape Takeaway


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brand essence

BRAND PERSONALITYStrengths: JCP is viewed as being down-to-earth and well-rounded.

Threats: JCP lacks the boldness and reliabil ity of Target and Macys.

BRAND EMOTIONS

Strengths: JCP exudes emotions of assuredness and satisfaction.

Threats: Unlike Target, which is found to be comforting in nature,

JCP is labeled as detached and boring.


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Mindset

The TransitionalsWe dene our target market of 25-34 year-old females as the

transitionals. The transitionals are in a constant state of change,

navigating through adulthood by traversing through pivotal life events

such as higher education, engagement or marr iage, young motherhood,

new careers, and rst-time homeownership. Frequently prompted to

make important decisions, the transitionals alternate between feelings

of accomplishment and feelings of insecurity. While in the prime years

of their lives, the transitionals fear the 30-year-old milestone and

beyond, which to them signies less time and fewer opportunities to

actualize their life goals and make their mark on the world. Despite

their insecurities, the transitionals steer their own course with youthful

energy and informed ambition, adopting multiple roles and acquiring

their own belongings that t their specic personalities, values, and

lifestyles. Above all, the transitionals desire a sense of authenticity and

self-worth, striving to be comfortable in their own skin, condent in their

decisions, and to be taken seriously by others.

Personality

Pivotal Lie Transitions

Intimate Relationships

The average age for a woman to get

married for her rst time is 26, and theaverage age for remarriage is 34.

24% of women aged 25-34 are

cohabiting, compared to 22% of

women aged 35-39.

For women aged 25-34, 49% are

married college graduates, com-

pared to 51% of married non-college

graduates.

Motherhood

The average age for females to

have their rst baby is 25.

Approximately 54% of females aged

25-29 and 73% of females aged

30-34 have children. About half of

these women have 1 or 2 children.

Mothers aged 25-34 constituted

10% of the total female population

aged 25 years or older in 2008.

Home Ownership

The average age for a rst-time

home buyer is 34.

About 21% of the 40 million 25-

34 year-olds in the United States

moved in 2009, which accounts for

about 1/3 of all moves in nationwide.

In 2010, 39% of 25-34 year-olds

were living with their parents while

43% were living in their own homes.

Higher Education

In 2008, 46% of females 25-34

received a college-level education,compared to 37% of males 25-34.

The most popular Masters

Degrees for women are Business

Administration, Education and

Social Work.

The most popular Doctorate /

Professional Degrees for

women are Law, Medicine (MD) and

Pharmacy.

Early Career

In 2008, among women 25-

34, 74.5% were labor-forceparticipants. - National Institute of

Labor Relations

In recent years, women 25-34 have

shown the biggest career growth of

any group in the world. -Suzanne

Coldfeather, close2love.com

Women account for slightly less

than half of all pharmacists in the

U.S. and earn about 85% as much

as their male colleagues.

target prole

Confdent Sel-Expressers

Unlike their younger counterparts who dene themselves through brand identities, these women are more certain of their own

identities and creatively assemble aspects of the material world to t their own self-concept.

Budget-Conscious Decision-Makers

These women are smart about their spending, prioritizing must-buys and scouting for the best deals. They will, however, indulge

themselves if they consider the quality of a product, service, or experience worthwhile.

Ambitious Multi-Taskers

This demographic is driven to succeed in all areas of their lives, including their families, careers, personal tness, and health.

Although they fear failure, they set high short-term and long-term goals, aiming only for the best.

Tech-Savvy Connectors

To actively maintain relationships with close friends and family, these women embrace emerging social media in all of its forms.

They are a part of the rst generation to comprehensively use internet, mobile, television, and radio to stay up-to-date on currentevents and entertainment.

Perpetual Planners

Nearing or surpassing the 30-year-old mark, these women feel the pressure to achieve and succeed while avoiding costly mistakes.

Thus, they plan far ahead and evaluate multiple possibilities to ensure that they are making the best decisions.


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Despite leading busy lives, Transitionals are able

to stay one step ahead of the game with the help

of technology. They know what they want and

what theyre doing. Its JCPs job to support them.

JCP must establish an engaging, reliable,

and accessible brand personality that

invites rather than forces participation in

order to meet our targets expectations.

Target Prole Takeaway

target prole


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First and foremost, JCP must:

Develop an emotional connection that accurately portrays JCPs philosophy and values.

Establish a unique personality that is relatable to 25-34 year-old women.

In order to establish a stronger connection and personality, JCP willshowcase its most relevant quality its practical understanding of eachwomans individuality. JCP will show that it is both reliable and accessibleto all women in our demographic by:

The campaign will leverage JCP by connecting to the transitionals.JCP will display their understanding of the Transitionals pivotal lifestages by:

With insights from the cultural climate, market landscape, brand essence, and target prole sections,we were able to build an effective brand position and strategy for JCPenney.

The Tone

The Big Idea

The How

Consistently highlighting the importance of the individual consumer through ad executions.

Maintaining an honest and dependable relationship with consumers based on their

individual needs.

Giving them the quintessential retail options that they need to support them throughtimes of both accomplishment and insecurity.

Creating participatory spaces and opportunities for consumers to validate and solidify

their identities as they progress through the stages of life.

brand strategy & positioning


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creative strategy &

executions


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Concept:The voice JCPenney.The subject You.Allowing JCPenney as a brand to participate inand supplement the demographic's very real andpersonal life transitions.

Look:Real. Organic. Quick, unalteredglances into real peoples lives.

Tone:Supportive. Reassuring. Heartelt.

JCP products are made for real people and theimperfect world they occupy. Their lives do not followa predetermined or linear path, and each individualmakes the ups and downs uniquely their own.JCPenney celebrates these distinct paths rather thanimposing their own pre-packaged vision of who thesewomen should be.

Youre on your way, is a positive maximreecting on the universal direction andmotivation that the Transitionals embark on, nomatter what their stage in life may be.

JCP focuses on the core values of honesty,reliability and ease of service.

The goal is simple. JCPcustomers must realize that JCPcares about their individualityand uniqueness in the variousroles they perform.

While other retail competitors may focus onpushing a certain style or identity on theirclientele, JCP embraces the unique variationwithin the target demographic in terms of style,aspirations, and personal needs.

In times of stress and inadequacy, this upliftingafrmation will serve as a reminder of a womansinnermost perception that she is on her way.

The Big Idea: Youre on your way.

creative strategy


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TV Spot:One Dress Fits All

DELIVERABLESThe progression of a single JCP dress throughout the many

stages of a womans life. A heartwarming look at how thesmall things have such tremendous meaning in our lives.

Shot from the rst person perspective in short clips without

words.

SUBSTANTIATION

JCP will show that they understand the realistic role that

clothes play in a womans lives, compared to other retailers

who stress ever-changing fashion styles. Advocating for

this standout message will tap into the budget-conscious

mentality of our demographic while showcasing how timeless

and versatile JCP pieces are.

PLACEMENT

Ofcial campaign launch date: 84th Annual Academy

Awards. 30-second spots on: 84th Annual Academy Awards;

network shows-The Bachelor, Dancing with the Stars,

Modern Family, Desperate Housewives; cable shows- TLCs

Say Yes to the Dress, Lifetimes Project Runway, and Bravos

Real Housewives franchise; a video streaming ad for these

programs on Hulu.com, Pandora.com, and the network

websites.

executions


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Web/TV: You Made It

DELIVERABLES

Im on my way to the mountains...to a big

interview...to parenthood. JCP website visitors

can use their own self-shot videos with a provided

template to make a professionally produced videoshareable anywhere online. A collection of the

best clips will air in a commercial on New Years

Eve with the added message: You made it.

SUBSTANTIATION

This UGC commercial is made for our customers

by our customers and lets anyone and everyone

become involved with the JCP Youre On Your

Way campaign, fostering a connection with the

brand.

PLACEMENT

Call for video submissions on campaign site

beginning on launch date. Airing on the last week

of each month on 63,000+ digital out-of-home

screens in 20 major cities. Locations of screens

include restaurants, bars, health clubs, ofce

buildings, gas stations, and taxi cabs. A nal TV

commercial broadcast during Dick Clarks New

Years Rockin Eve.

Web: Youreonyourway.com

DELIVERABLES

JCPs landing page will be transformed into

an open-ended search tool where women can

explore JCPs offerings in a whole new way.

Type anything: cocktail party, black and gray,interview. The results: cocktail dresses and

hostess gifts, items tailored to that specic color

combination, and outts to impress an interviewer

accompanied by a blog post for great interview

tips. With this new organic search tool, JCP will

offer the perfect outt, gift, or advice for any

occasion.

SUBSTANTIATION

Sometimes people dont know exactly what theyre

searching for. JCPs new search page will offer a

distinct and innovative search option where not

every result is a product to be bought. JCP wants

to help their customers get exactly what they need.

PLACEMENT

On JCPenney.com from beginning to end of

campaign cycle.

online presence


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Web: Making A Mend Facebook: Virtual Style

DELIVERABLES

Customers will create unique outts

online in JCPs Virtual Outt Creator

that complement each weeks featured

piece of clothing. The top 100 outts will

be displayed on the JCP Facebook page

and shoppers will browse outts to vote

for their favorite by liking it. At the end

of each week, the person whose outt

receives the most likes will be deemed a

JCP Fashionista and will receive the entire

outt for free. Other customers will race to

be one of the rst 500 people to buy the

complete winning outt at a discounted

price.

SUBSTANTIATION

Online shopping becomes fun and

engaging when customers visualize and

design outts centered around a specic

article of clothing. With enticing discounts,

the many online shoppers in our

demographic will check back throughout

the week to see which JCP outts are most

popular.

PLACEMENT

Available on JCPenney.com and Facebook

starting from launch date.

Partnership: Norah Jones

DELIVERABLES

Every woman has goals (what they are

ultimately on their way to) and JCP wants

to hear about them via personal videos

or narratives on JCP.com. Shoppers will

be able to browse these posts and vote

on their favorites. Every three months the

highest ranked post will be used by Norah

Jones as inspiration for a new single.

SUBSTANTIATION

The Norah Jones partnership ensures that

customers feel recognized by JCP. The

contest encourages consumer participation

and interaction and boosts online trafc for

our tech-savvy demographic, but above all

radiates warmth and positivity.

PLACEMENT

Call for submissions on campaign site

beginning on launch date and lasting until

the end of the campaign. Four singles will

be released on iTunes.

DELIVERABLES

Dont throw away that coffee-stained

shirt. Instead, pull up JCP M.D. on your

laptop or web-enabled phone to nd the

right diagnosis for whatever is ailing your

apparel. Learn how to sew a button, hem

a pant leg, or even turn that old skirt into

something completely new.

SUBSTANTIATION

By encouraging customers to x small

problems and to nd new uses for

their clothes, JCP shows that theyre

not about throwaway fashion. Having

a retailer encourage customers to not

always buy something new will show a

stark difference between JCP and other

companies and will show that JCP really

understands the lives of their money-

conscious demographic.

PLACEMENT

Videos will be uploaded to the JCP

YouTube channel and displayed on the

campaign site throughout the campaign

cycle beginning from launch date.

DELIVERABLES

In the My JCP game on Facebook, users

will build and manage their own JCP store.

Players stock their virtual departments

from an up-to-date selection of JCP items.

As game players successfully reach to

higher levels, they will expand their store

to include more departments and items.

Aside from enjoying this social game on

its own, our demographic will be excited to

win a rewards coupon for every ve levels

played.

SUBSTANTIATION

Women in our demographic age group

are the most frequent social media game

players, so sponsoring a Facebook game

is an effective and engaging way to connectwith them. Also, incorporating actual JCP

items will showcase whats on trend and

encourage users to purchase them from

JCP.

PLACEMENT

Available on Facebook starting on launch

date.

Facebook: My JCP

online presence


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Web: As Seen on TV

DELIVERABLES

Puppy Love, a web series created by a former writer of Sex and the City, focuses

on women struggling in relationships with men due to their relationships with their

dogs. JCP will provide the entire wardrobe for the web series, including clothing,

jewelry, and other accessories. The female characters (whom our demographic can

relate to) will shop for outts for their dates in a JCP store, each woman nding the

perfect outt for her specic taste.

SUBSTANTIATION

There is already an established audience that follows Amy Harris work. As she

makes the transition from Sex and the City, which still remains an extremely

popular series for our demographic, a great way to reach Ms. Harris established

audience will be through product placement in Puppy Love.

PLACEMENT

Two webisodes to be aired on Hulu.com in early November 2012.

Web: Banner Ads

DELIVERABLES

This unique banner ad experience will utilize cache search history and cookies

to target consumers based on past searches related to JCP merchandise.

Multiple banners on a single page will depict models showcas ing one particular

item that the consumer has shown interest in, like a little black dress.

SUBSTANTIATION

An important part of building JCPs brand image is connecting to tech-savvy

women. This banner ad caters to each consumers unique preferences in a

fresh, engaging style that says, JCP is not about cookie-cutter fashion. JCP

emphasizes beauty through individuality.

PLACEMENT

Placed on popular websites including Pandora, Amazon, YouTube, Perez

Hilton, Pogo, Big Fish Games, and Monster from start to nish of campaign

cycle.

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online presence


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Magazine Ad: Flip Out

DELIVERABLES

At rst glance the woman in this print ad is wearing featured items (like

the Worthington Lace Trim Cami and a.n.a. Destructed Straight LegJeans), but by ipping through the overlays for the tops and bottoms,

women will be able to create up to sixteen outt combinations.

SUBSTANTIATION

Real fashion is fashion the way you would really wear it, not just the

single permutation often offered in magazine ads. This fun, dynamic

print ad will catch your eye and allow you to design an outt your way.

PLACEMENT

Seasonal inserts in fashion magazines including InStyle, People

StyleWatch, Elle, and Lucky Magazine.

Magazine Ad: Adaptive Apparel

DELIVERABLES

Todays woman is capable of taking on diverse roles within a single day. This

magazine and iPad-compatible advertisement illustrates JCPs potential foraccommodating the multiple roles that individual women juggle.

SUBSTANTIATION

Women work by day, socialize by night, and spend time at home in-between.

JCP understands this and can assist these women in meeting these overlapping,

yet distinct, daily roles.

PLACEMENTMonthly ads in entertainment, fashion, bridal, and parenting print and iPad

magazines, including InStyle, People, People StyleWatch, Lucky Magazine,

Elle, Brides, Fit Pregnancy, and Parenting.

print

Our Quick Response

Code will accompy

all print ads and

direct viewers to

youreonyourway.com.


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In-store: Role Models

DELIVERABLESJCP will send deals to customers as they walk into

stores by using ShopAlerts by PlaceCast to send

SMS coupons to customers who opt into the system.

No spam will be sent at any time, just coupons and

deals.

SUBSTANTIATIONThough women dont want to be out of the loop, they

dont want their attention grabbed at inconvenient

times. By using the ShopAlerts system, JCP will

interact directly with customers with information that

is timely and relevant to where they are.

PLACEMENT

Accessible by any phone capable of SMS messaging.

Geofence GPS technology will be placed in JCP stores

nationwide beginning from the launch date.

Mobile: Shopping Zone

DELIVERABLESClothing displayed in-store will be showcased as closets customized

by featured designers, sponsored personalities, and winners of

the different JCP online fashion contests. Closets will display JCP

items along with personal touches from the curator such as framed

photographs, favorite movie posters or paintings, fashion sketches,

or other inspiration.

SUBSTANTIATION

Giving JCP customers a peek into the closet of a notable person will

increase brand interest while emphasizing the campaigns message

of individuality and realism. The displays will take JCPs interactive

virtual forum to a more personal level, generating interest in pre-

existing online contests and the JCP blog and choosing famous

personalities will also engage their fans within our target market.

PLACEMENT

Different closet design displayed on rotating basis throughout the

campaign cycle in JCP stores nationwide.

In-store: Collective Closet

in-store experiences

DELIVERABLES

At select JCP stores, live mannequins will showcase new

products and trends in a surprising and authentic way. Each

window display will show real women in different roles and

settings, such as a woman enjoying coffee with her fr iends or a

professional woman on her way to work.

SUBSTANTIATIONWomen will take notice of these live, eye-catching window

displays. Store mannequins are stark and lifeless, so by

showcasing real women wearing real JCP clothing, we will

demonstrate that JCP itself suits the real, modern woman.

PLACEMENT

Showcased in 20 JCP stores in the nations largest cities

right before the launch date, Mothers Day, Black Friday, and

Christmas/Hanukkah.


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App: QR Code Scanner

DELIVERABLESA mobile application designed for our on-the-go, I

check my email while in line at Starbucks type of

woman. This is a barcode scanner, wish-list generator,

total price calculator, inventory checker, store directory,

and outt guru all in your pocket. We cut the hassle and

complication of so many other apps and created an

intuitive, natural, and easy-to-use tool.

SUBSTANTIATIONJCP already has a well-developed and renowned app as

well as in-store interactive kiosks, but they are missing key

functions that much of our demographic wants. The JCP

Pocket Kiosk includes everything they need and nothing

they dont.

PLACEMENT

Available for download on iPad, iPod Touch, and iPhone

and Android smartphones starting from launch date.

Billboard: Trafc Trends

DELIVERABLESWomen today are always driving somewhere, and driving

is boring. With a dynamic, car-sensitive billboard, drivers

themselves will change the image on the billboard simply by

passing an infrared sensor. The billboard features several

women modeling JCPs latest fashions. As cars speed past

the sensors the corresponding lanes clothing will change

rapidly through several outt options, creating a rhythmic andenergetic ad.

SUBSTANTIATIONWhether they are the lone driver going home late at night or oneof many commuters passing during rush hour, each driver will

individually impact the billboards image. In the outts shown,

JCPs modern styles will be showcased in an exciting fashion.

PLACEMENT

Beginning on launch date, for every two months, a new

brand will be featured on 2000 digital billboards in 35 major

cities.

on the go

Radio Spot: Fine-Tuned

DELIVERABLESA series of radio ads will target local audiences heading to big events

in their area. Families driving to the big game will hear that JCP sells

coolers, tail gate chairs, and team jerseys. Other people on their way to

a big local marathon will hear about JCPs workout clothes and running

shoes. The spot would also describe a contest in which people will bring

their event tickets to their local JCP to enter a drawing for a chance to

win items mentioned in the radio spot.

SUBSTANTIATION

By acknowledging the specic events people may be on their way

to, it creates an emotional connection to our demographic.

PLACEMENT

Stations playing hits from the 80s, 90s, 2000s, and today. Aired

during peak trafc and after targeted local events.

In addition to the contest, a series of radio ads will run that emphasize

how clothing can play an important role in womens recollections of

fond memories.

Sample Script

Right now, youre probably on your wayto the Chargers game. I bet you already have

your cooler, team jersey, and oam fnger, but are

you prepared or the ater game? JCPs got you

covered or everything you need to recover rom

3 hours o cheering, including luxurious Pacifc

Coast pillows, Adidas sweatpants, and i youre

eeling a particularly intense post-win high,

leather massage chairs. JCP is here or you ater

but or now, youre on your way.


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Event: Make a Run For It

DELIVERABLES

The JCP Womens Half-Marathon will give women

an opportunity to accomplish a self-empowering goal

while raising money for the Women Helping Women

charity. Free training sessions held for participants

at JCP stores will bolster the participants physical

capabilities and condence. A banquet will be held

the night before the marathon, complete with a dinner,

speakers from the charity, and a rafe to promote JCP

merchandise and our healthy-lifestyle sponsors.

SUBSTANTIATION

Sponsoring a half-marathon will frame JCP as analtruistic company that inspires and strengthens

womens condence. Training sessions will show

participants that JCP wants them to develop skills

needed to successfully complete the race. Completing

a half marathon is a signicant personal achievement

that will leave participants feeling accomplished.

PLACEMENT

Marathon will take place in Denver, CO. Registration

begins March 2012 and the event will take place in

September.

Event: Along For the Ride

DELIVERABLES

Hailing a cab is always a hassle, but when the JCP eet of taxis

roam the streets, city-goers will be excited at the prospect of

agging down a free ride. On weekends and holidays in select

cities, JCP Cabs will drive around looking for lucky patrons

who will receive complimentary ri des between clubs, bars, and

restaurants, helping and surprising people on their way.

SUBSTANTIATION

Targeting a trendy city crowd, complimentary cab rides will

demonstrate JCPs desire to make nights out on the town,

and life in general, easier and more enjoyable for women

everywhere. Creating a city-wide hype, cab-goers willconstantly be on the lookout for the next free ride, keeping

JCP on everyones mind.

PLACEMENT

For one weekend each month, 20 taxis will travel through the

nations 30 largest cities.

events

Event: Accessible Apparel

DELIVERABLES

The JCP On-The-Go Style Trucks will be tightly curated to

include stylish and compatible accessories, shoes, and

clothing that will help accent any outt. These trucks will

be parked in business districts, tourist zones, and shopping

districts without a nearby JCP store. Women will also be able

to follow each trucks updates on Twitter to keep track of its

next location.

SUBSTANTIATION

These mobile stores offer a unique and convenient shopping

experience for women, perfect for a quick shopping break.

By only offering select merchandise, shopping becomesmanageable, allowing for quick nds. Women can plan ahead

to stop at a JCP On-The-Go Style Truck or can spontaneously

stumble upon one and take a break from their busy day.

PLACEMENT

In the month prior to the star t of each season, 30 Style Trucks will

travel through the nations largest cities, one per city.


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Giveaway: Ellen

DELIVERABLES

JCP will host a month-long giveaway on Ellen, the

popular 31-time Emmy-winning talk show. People

across the country will nominate the most inuential

woman in their lives, and as the nominations are

submitted Ellen will choose her Top 20. These

selected women will all be own to L.A. with a

guest, provided with hotel accommodations,

featured on the Ellen show, and given a complete

JCP wardrobe along w ith $10,000.

SUBSTANTIATION

The Ellen show has elevated itself to become one

of the top daytime TV shows in the nation. This

giveaway allows JCP to connect with its audience

and reminds them that JCP sees customers as

unique individuals with important ideas to share.

PLACEMENT

20 episodes of The Ellen DeGeneres Show to air

in May.

Giveaway: Bundle o Joy

DELIVERABLES

JCP will donate Binky Bags to new mothers in

maternity wards all across America on Mothers Day.

The JCP Binky Bags include plush blankets, clothing

for their newborn, bibs, and colorful toys tucked into

a convenient diaper bag, all of which are available

at JCP. The kit will also contain the exclusive JCP

zip-up hoodie and ip-ops package.

SUBSTANTIATION

Even with nine months to plan, new mothers may still

feel anxious about the new addition to thei r family. By

giving out JCP Binky Bags, we will give new mothersa feeling of relief, helping them with their next big

step into their new role as a mom.

PLACEMENT

2,500 bags will be donated to hospitals in each of the

nations 20 largest cities on Mothers Day.

Giveaway: Zip-Flip

DELIVERABLES

Slipping into a comfy, loose sweater and a pair of

ip ops always feels great. JCP gets it. In our Zip-

Flip Giveaway, JCP will hand out those comfort items

simply to make life that much more enjoyable. This

perfect pair of JCP items will be given out during our

Along for the Ride event, Bundle of Joy giveaway,

and at our JCP Make a Run for It marathon.

SUBSTANTIATION

We want women to know that JCP is here for them,

whether inside the store or out. This giveaway directly

reaches out to JCP customers and is also a greatway to spread the word about JCPs commitment

to women everywhere. Giving out a sweater and

ip-ops shows that JCP is devoted to keeping their

customers comfortable.

giveaways


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TV Spot: Put a Ring On It

DELIVERABLES

Youthful novelty rings and mood rings are replaced by class rings as

she grows older, eventually showcasing a sophisticated Modern Bride

engagement ring. Nostalgic and emotional, this spot acknowledges the

importance of all the stages of a womans life and and promotes one

particularly fundamental stage: her marriage. Shot from the rst person

perspective in short clips without words.

SUBSTANTIATIONResearch shows that 65% of brides give direct input for theirengagement rings, revealing that women place great importance

in selecting the rings that symbolize the love in their lives. Creating

an emotional connection between potential brides and the ModernBride collection is essential so that Modern Bride rings will shine on

their ngers for years to come.

PLACEMENT

Network shows-The Bachelor, Dancing with the Stars, Modern

Family, Desperate Housewives; cable shows- TLCs Say Yes

to the Dress, Lifetimes Project Runway, and Bravos Real

Housewives franchise; a video streaming ad for these programs

on Hulu.com and the network websites.

DAVID YURMAN

This partnership will provide shoppers

with affordable jewelry from a high-end

designer with classic American style.

To further JCPs already established

Modern Bride concept, David Yurman

engagement rings are an elegant but

affordable option.

CRATE&BARREL

Known for its upscale and contemporary

style of home items, Crate & Barrel is

the perfect home store collaboration for

JCP, providing customers with affordable

yet stylish home items to match their

lifestyles.

KATE SPADE

Kate Spade, known for its colorful,

cheerful designs, will infuse JCPs

handbag collection with a fun and

modern twist. A label many women

admire will nally be a reasonable and

affordable option.

In-Store PartnershipsDELIVERABLES

To build JCP brand awareness and to further provide current JCP customers with the merchandise they love, the following

strategically chosen merchandise partnerships will give customers fashion-forward, good quality products at the affordable price that

JCP is known for.

PLACEMENT

Launched individually on different holidays in JCP stores nationwide and JCPenney.com.

LULULEMON ATHLETICA

Promoting health and happiness,

Lululemon will design affordable, high-

quality, yoga-inspired clothing and gearfor JCP. To launch the partnership,

JCPs across the country will host

complimentary, in-store yoga lessons

during the summer leading up to the

JCP Womens Half-Marathon in the

fall. Women will enjoy the physical and

emotional benets of yoga that JCP

help provide.

partnerships

SUBSTANTIATION

JCP cares about the health and

happiness of the incredible, superhero-

esque women in this country. By

partnering with Lululemon to give the

gift of yoga, JCP hopes to recognize

these women for all that they do.

PLACEMENT

Lululemon activewear will be available in

JCP stores nationwide and JCPenney.

com beginning June 2012. Yoga sessions

will also begin in June 2012 in 500 JCP

locations across the country and continue

on a bi-monthly basis for three months.


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To connect with our tech-savy demographic, JCP will par tner with

various bloggers and tap into the immense popularity of blogs.

These bloggers have been selected to represent the values and

lifestyles that are important to our demographic.

GOOP

Gwenyth Paltrows blog, GOOP, embodies important aspects of awell-rounded womans lifestyle. A new section on GOOP called JCPs

Savvy Spender will promote a variety of JCP items, while Gwyneths

Picks on the JCP website will feature products chosen by Ms. Paltrow.

MONEY SAVING MOM

Our partnership with deal-nding connoisseur Crystal Paine of

MoneySavingMom.com will include a JCP Deals of the Day tab on

her website to feature JCP i tems great price and quality. To engage

budget-conscious shoppers, a share button will be available for

women so they can suggest items to friends in their social networks.

Blog Partnerships

KANDEE JOHNSON

Kandee Johnson, a mother of four whom our demographic can

relate to and trust, uses YouTube to showcase her expertise a bout

hair, makeup, and fashion. Kandee will create a set of ve videos

for JCP with accompanying blog posts to showcase JCPs variety

of fashion-forward products and services.

On her blog, thepioneerwoman.com, Ree Drummond chronicles her

life as a ranchers wife and mother of four. With sections dedicated

to everything from home decorating to cooking, she keeps readers

amused with her unique perspective. JCP will sponsor product

reviews and giveaways related to each section.

PIONEER WOMAN

JCP will partner with writer Kat Grifn from Corporette.com to

reach out to hardworking professionals in our demographic. This

partnership will engage our demographic through blogs, vlogs, and

in-store workshops, using outts and accessories from the JCP

catalog to promote JCPs professional apparel.

CORPORETTEMICHAEL KORS

Michael Kors is synonymous with classic,

clean style. JCPs collaboration with Michael

Kors will give customers the option to

purchase timeless Michael Kors pieces at an

incredible price.

TORY BURCH

JCP will partner up with Tory Burch to create

her rst ever bedding line to be sold exclusively

through JCP. Her fresh prints will attract young

members of our demographic who are looking

for a more contemporary style.

partnerships


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media plan


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TargetReach/

Frequency CreativeTimingGeography

Objective:

Turn JCP into a lovemarkand premier shopping

destination among

25-34-year-old females.

Strategy:

Create and deepen thecognitive-emotionalconnection between the

target and JCP at allcustomer touch points.Enhance existing and

generate new points of

contact that highlight JCPas the solution to the

targets particular wantsand needs.

Objective:

Reach 75% of the targetaudience with the effectivefrequency of 7.

Strategy:

Use a diverse set of

traditional and emergingmedia to achieve theoptimal reach-to-frequencyratio among our highlysegmented targetaudience. Select media

vehicles that correspond

highly with the targetsmedia consumption habits.

Objective:

Provide the best situationalcontext and frame ofmind for our target to

understand the creativemessage, which illustratesJCPs unique narrativeand distinctive value overcompetitors.

Strategy:

Utilize specic mediaalternatives that reect themobile and transitional core

of the Youre on your waycampaign.

Objective:

Utilize various schedules

to strategically launch andpropagate executions through

the campaign cycle acrossmultiple media platforms.

Strategy:

Continue JCPs tradition of

launching creative duringthe 84th Annual AcademyAwards--the Womens

Superbowl. Take advantageof spikes in target spending

behavior during holidayand shopping seasonsthrough ighting and pulsingschedules while maintaining

a stable brand presencethrough continuous andblinkering schedules.

Consider targets lives asopportunities to establishbrand relevancy.

Objective:

Establish brand contactwith target markets that

are likely to have access to

JCP.

Strategy:

Utilize a combination ofnational and local mediato capture both broad and

niche markets. Dedicateextra communicativeefforts to metropolitan

areas where the target is

especially concentratedand JCP is a highly-

considered and accessibleretail choice.

media objectives and strategies


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campaign calendar & budget


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Quantitative:

Search volume of related JCP keywords

Internet Cookies to identify web users & frequency of visit

Conversion rate of consumers due to search

While customers remain loyal, JCP struggles to keep up with the

competition in attracting new customers. Therefore, by observing

the rate of those who are new to the brand and purchase an item,

JCP can see how the brand successfully appeals to a broader

audience.

Qualitative:Social Intensity: represents the rate at which social actions occur,

such as rating, sharing, blogging, recommending, commenting,

etc.

Click-through rates may be easy to obtain but it does not rec-

ognize how people interact with the brand. By recognizing the

presence of a brand in a social context, we can clearly see how

effectively JCP is being perceived by the public.

Media Coverage: Television, Radio, Online Mediums

Feedback from social media, such as Facebook and Twitter

We will evaluate our campaign based on the opening of new online accounts. Based on our research and optimizations, we expect that for every $30 we spend on paid media, one new account will be opened.

Throughout the year we will continue to optimize our campaign based on the following metrics, and we will pull or add in media accordingly to maintain our goal.

$30 per Online Account Open$78,058,513 / 30 = 2,601,950 new online signups in the rst year alone!

On average, they will spend $100 in one year at JC penneys:

2,601,950 x 100 = $260,195,000 in gross revenue.

measurements of success & evaluations

Quantitative:

Online survey featured on JCPs main site, as well as a link

placed on JCPs Facebook page

Qualitative:

Secret shoppers will account for the success of the in-store

experience.

JCP will be able to check for the successful implementation of

the in-store experience.

To assess brand image, we will test for brand recognition and

perceived values.

JCP will be able to check how the brand has evolved and is

perceived more in line with the image they are trying to project.

1. Survey:

Reach for 5,000 samples and give out 500 rewards $5 each

500 x $5= $2,500

2. Keyword Research

Use WordTracker (http://www.wordtracker.com), for which a

subscription costs approximately $250 per year.

3. Secret Shoppers

Top 100 JCP stores (based on sales) nationwide; JCP sends

2 people to the store quarterly and they act as secret shoppers

and report how customers shop at JCP for 4 hours each.

100 stores x 2 secret shoppers x 4 times/year x 4 hours x $15/

hour rate= $6,400

Estimated Evaluation Total $9,150

Campaign Metrics

Continuous Maintenance Periodic Maintenance Estimated Cost


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JCPenney. Youre on your way.

Consumers today are savvier, more demanding, and have more options and choices than ever before. While technology has enabled them to pick and choose

from millions of options with the touch of a nger, navigating through the clutter can be hectic for them. The transitional woman is constantly on the go, in more

ways than one, and to win her respect and engagement, a company must develop a unique and genuine connection with her. The brand that sparks the most

honest conversation and provides the most helpful customer experience, both in-store and online, will be the one she champions.

The company that builds the best connection, the most effective and honest relationship with each and every one of its unique customers, will become the

leader of its industry.

In order to retain loyalty and to establish a connection with new the consumer,

JCPenney must be transparent, honest, reliable, and understanding.

JCPenney must prove that they care about their customers, utilizing their feedback in a proactive way and reaching them on their own terms. Our campaign

proves that JCPenney understands the lifestyle of transition and progression, of accomplishment and passing doubt. Youre on your way highlights

JCPenney as the modern womans place to shop for all of her life transitions, hassle-free, while consistently delivering style, quality, and affordability. Its a

relationship that leaves you feeling content, condent in the purchases youve made, and ready to tackle the rest of your day.

conclusion


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Marketing to Women Quick Facts. Sheconomy. Ed. Stephanie Holland. Holland + Holland Advertising, n.d. Web. 10 Mar. 2011. .

Meaning Really Matters: The MetLife Study on How Purpose Is Recession-Proof and Age-Proof. Mature Market Institute. MetLife, July 2010. Web. 10 Mar. 2011.

State of the Media 2010: US Audiences and Devices. The Nielson Company, n.d. Web. 22 Feb. 2011.

The Reality of the Working Woman: Her Impact on the Female Target Beyond Consumption. Ad Age Insights Whitepaper. Ad Age, 7 June 2010. Web. 10 Mar. 2011.

The Top Trends for 2010. The Nielson Company, 22 Dec. 2010. Web. 22 Feb. 2011.

32

Sources

Credits

Account Supervisors

Raquel Castro

Sam Milechman

Nicole Shamtoob

Design

Fredo Chen, Design Director

Gage Nguyen, Layout Manager

Nate Villegas, Second Layout Manager

Rosalie Yu

Strategic & Media Planning

Lily Berticevich, Editor

Tianna Cisowski

Jennifer Greynald

Eloisa Julio, Strategic Planning DirectorEsther Kim

Andrea Liao, Media Planning Director, Content Manager

Cathleen Miclat

Jennifer Noonan, Media Planning Director, Media Budget Manager

Yina Qiao, Media Planning Director

Jenny Ta, Strategic Planning Director

Sami Vega

Creative

Kristin Bisely

Mesa Dobek

Journey Kan, Visuals Manager

Aki KondoJacob Masga

Shanley McDonald, Creative Director, Content Manager

Michael J. Morillo, Copy Manager

Jason Owyang

Ali Saldinger, Editor

Eva Slusser

Christine Takaichi, Creative Director

Shawn Tharayil

Special Thanks to

Jane Bitar

NSAC 2011 - JCPenney, UCLA

Documents

Transcript of NSAC 2011 - JCPenney, UCLA