Ohio University Nsac Jcp 2011

OHIO UNIVERSITY

get readyTOGETHER

contents

03 marketing 11 acquire

12 traditional 15 nontraditional 17 sponsorship 18 philanthropy 19 digital

21 retain 22 loyalty incentives 23 digital enhancements 24 in-store enhancements

25 media 26 consideration sets 31 media spending

EXECUTIVE SUMMARY | 1

Executive Summary

campaign objectives!"#$%&'()"*)+,-)"$&./0+)(.",1)."23456

!"7)/,'8"*)+,-)"$&./0+)(.",1)."23456

!" 98$(),.)".:0;;'81"*()%&)8$<",8="1(0>".:,()"0*">,--)/",+081"$&(()8/"*)+,-)"$&./0+)(.",1)."23456

target market?&("/,(1)/"+,(@)/"$08.'./."0*"8084A$;)88)<"*)+,-)"$&./0+)(.",8="$&(()8/"A$;)88)<"*)+,-)"$&./0+)(.",1)."23456B"?&(";('+,(<"/,(1)/"

'."+,A0(-<"$0+;('.)="0*C".'81-)">0+)8D")81,1)="E"+,((')=">0+)8",8="+,((')=">0+)8">'/:"@'=.B""

positioning and creative

KEY FINDINGS""F0+)8",1)."23456",()")G;)(')8$'81"+,8<"$:,81)."'8"/:)'("-'H).",8=";();,('81"*0("/:)"*&/&()B"I:)<",()",-.0"*0(+'81"=));)("()-,/'08.:';."

>'/:"/:)'("+0/:)(.B"I:)<"H,-&)"/:)"/'+)"/:)<".;)8=">'/:"/:)'("+0/:)(.",8=")8A0<".:0;;'81"/01)/:)(B

CREATIVE STRATEGYJ)$0+)"/:)"K(,8="/:,/"&8=)(./,8=."/:)"-'*)./<-)."0*">0+)8",1)."23456",8="$,8";(0H'=)">:,/"/:)<">,8/",8="8))=B

POSITIONINGA$;)88)<"'."#+)('$,L."+0./"/(&./)="()/,'-";,(/8)("*0("='.$0H)('81"1(),/"./<-).",/"$0+;)--'81";('$).B

BIG IDEA & TAGLINEM)/"7),=<"I01)/:)(B

media and promotionsN/(,/)1'$,--<" '+;-)+)8/" A$;)88)<"

+)($:,8='.)" ,8=" .)(H'$)." /:(0&1:"

/(,='/'08,-",8="8084/(,='/'08,-"+)='&+."

&.)="K<" 0&(" /,(1)/" ,&=')8$)B" O81,1)"

>0+)8",1)."23456"K<"8084'8/(&.'H)-<"

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!"#"$%&'()

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media spending

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The Golden Rule: Treat others as you would want to be treated.

2 | Ohio university

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!"#$%&'(&#()*+#+(%'(&,*$#-.'/#0&#1%+(#2&3&."-&2#'#456!#'/'.7+*+8#

introduction

Strengths Weaknesses

Opportunities Threats

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2 | Ohio university

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Perceived as having

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having the “right”

shopping atmosphere.

Brand perceptions

JCPenney

4 | Ohio university

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MARKETING | 5

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6 | Ohio university

Where jcpenney should be

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should be perceived as the most

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6 | Ohio university

MARKETING | 7

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8 | Ohio university

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MARKETING | 9

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These three research methods led us to our key insights and gave us the foundation we needed to develop our creative strategy and big idea. >>

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10 | Ohio university

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Caroline Johnson & Chad Harville

campaign directors

CreativeKEY CONTRIBUTORS: Stephanie Cesear, Jimmie Corrigan, Wes Kasik

Samantha Akins, Ali Arko, Brooke Barron, Brooke Carpenter, Laura Glover, John Hicks, Megan Hillman, Hilary Johnson, Mallory Kyle,

Emily Lasko, Katie O’Leary, Neal Patten, Tyler Perrino, Shawna Polivka, Kyle Ranally, Kristen Reid, Rachel Reilly, Kayla Vaughn

MarketingKEY CONTRIBUTORS: Catherine Caldwell, Shawna Polivka

Laura Glover, Lisa Kefalos, Kyle Ranally, Logan Rice

PR/PromoKEY CONTRIBUTORS: Catherine Caldwell, Logan Rice

Samantha Akins, Caitlin Bonacuse, Nina Bressau, Lauren Corna, Robert Doll, John Hicks, Mallory Kyle, Hilary Johnson, Arlissa

Norman, Melissa Pennington, Brittany Perez, Tyler Perrino

MEDIAKEY CONTRIBUTORS: Megan Bestvina, John Hicks

Nina Bressau, Emily Lasko, Melissa Pennington, Tyler Perrino, Kristen Reid, Rachel Reilly

PRODUCTIONCatherine Caldwell, Stephanie Cesear, John Hicks, Sarah Maclam, Melissa Pennington, Katie O’Leary

Special thanksCurt Chapkowski, Stephanie Brozda, Loren Cellentani, Annie Cesta, Stephanie DelRosal, Christine Ernst, Christine Friscic, Chris Hrouda, Makaley Ikirt, Jenny Johnson, Chelsea Leasure, Max Lombardi, Mikaela Longo, Alyse Lorber, Lo Martinez, Sarah Minter, Danielle Morris, Gina Ranalli, Gretchen Raque, Marcie Richardson, Kaitlyn Richert, Lisa Roach, Chelsea Thieken, Sienna Tomko, Caitllin Whitehurst, Jordan Youtz

THREAD MAGAZINE: Jamie RatermannTyler Close, Hannah Faust, Holly Fisher, Sara Miller

SWAY THE CROWD PRODUCTIONS: Brian Grady-%*#%*+$'X%A"2#$12B'["&&"%8'X5*,@]+&?B's5&"%'-11*+B'YC%2'P1*?B'Corey Poindexter, Chris Polczinski, David Polster, Daniel Sofranko, Dan Wainio, Dayton Willison

OTHER THANKS: Professor Davis, Aveda Salon & Spa, Athens Video Works, Court Z$*++$'S166++B'V2]2"$C'Z%&12B'Z%&%%8

Robert Doll & Jimmy KahlerCreative Directors

Nina Bressau & Hilary Johnsonmarketing directors

Samantha Akins, Brooke Barron & Mallory KyleMedia directors

Kristen Reid & Emily LaskoPromotions directors

Brooke Carpenter & Rachel ReillyPR directors

Megan Hillman & Tyler PerrinoArt directors

Ohio University Nsac Jcp 2011

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Transcript of Ohio University Nsac Jcp 2011