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