1. flaunt your
penney’s
Grand Valley State University 2011

2. We are magic beans, and we are growing.
The media of our age is unfamiliar to many, but we have been cultivated to understand this change. Change is
inevitable. The choice is whether to allow a changing world to unpredictably impact the future or to proactively
take a powerful and inspired force to positively impact others. Our time is now. We will break through the clouds
to meet the giants. We are redesigning the landscape of advertising—how it is communicated and embraced. We
are maturing with a new perspective that is redefining how people think. This is our revolution.
Small things change the world.
2011 NSAC // Grand Valley State University // “flaunt your penney’s” Campaign

3. CONTENTS
03 RESEARCH
03 INTRODUCTION
04 SECONDARY RESEARCH
05 PRIMARY RESEARCH
06 SWOT & TOP DMAS
07 TARGET AUDIENCE
09 CAMPAIGN
09 TRADITIONAL
15 INTEGRATED PROMOTIONS
28 MEDIA PLAN
30 EVALUATION

4. EXECUTIVE SUMMARY
Advertising is the process we engage in to drive and inspire action. At one time, companies would blast
messages out and consumers would buy based on what they needed. Competition and similar products made it
necessary for companies to begin to stand for something greater than the tangible. Hence, branding became a
crucial part of the mix. Today’s brands are called to interact with their customers as well as create an emotional
connection with the product. Creative packaging, commercials and magazine ads are no longer enough to
bring a brand to life. What inspires this interactive relationship? The solution is the Longtail Effect: effective
branding by way of total inclusion.
Half of the country’s population lives in 30 cities. The other half live in a mix of second cities, suburban
communities, and rural towns. The use of guerrilla tactics shows understanding of the idea that attracting and
engaging minds is not accomplished by simply saying “we offer the best product.” However, the interesting and
engaging advertising that has recently become popular in the major markets never reaches half of the population.
RWLongtail has been given the challenge to craft an integrated national campaign for JCPenney—to acquire,
retain and increase share of wallet for females, age 25-34. JCPenney has built their brand up from the Golden
Rule; therefore, we have reemphasized the importance of relationships. This is the foundation and essence of
the “flaunt your penney’s” campaign.
We’ve conducted primary and secondary research, developed inspiring traditional media, incorporated
interactive non-traditional tactics, built an extensive media plan and defined a clear method for evaluation that
will intensify JCPenney’s success.
The Longtail Effect results in a campaign where the whole is greater than the sum of its parts. Utilizing the Longtail
Effect, while keeping the Golden Rule in mind, RWLongtail will propel JCPenney to the forefront of the digital age.
02 | EXECUTIVE SUMMARY

5. RESEARCH
introduction
JCPenney has provided RWLongtail with the challenge to attract and retain female consumers in the 25-34 age group.
The department store market is saturated and competitive so JCPenney wishes to increase their share of wallet among
the 19.88 million women in the United States that make up this target market. In order to reach these goals through our
advertising communications, we’ve conducted extensive primary and secondary research. Through this research we have:
{1} Discovered what the target audience holds most important in their lives.
{2} Segmented the target audience by relationships and life experiences.
{3} Found what the target audience values in a brand and its company.
This research has inspired the development of our creative campaign, media placement, and integrated promotional efforts.
03 | RESEARCH

6. secondary research
Through our secondary research, we discovered what our target audience values the most, what influences their
purchasing decisions, and in which media they notice advertisements.
We found that the average American woman, age 25-34, values relationships and emotional connections.
Research has shown that 74% of our target audience would help others even if there were no direct benefits-
believing it’s important for companies to do the same. OF THE
Lasting relationships are very important to them. They enjoy keeping in touch with their friends and including
them in their purchase decisions. It’s important for them to ask for advice before buying new things with 23%
women
getting a second opinion from a friend before purchasing something.
Of the women in the target audience, 80.4% are likely to experience one or more milestones in the upcoming
IN THE
12 months, 12.5% of the audience will get a better job, 9.4% will make a major home improvement and 6% will target audience
get married.
These women are always on the lookout for a good deal. They plan ahead for expensive purchases and 71% are 80% ARE
willing to shop at different stores for the best price. When they enter a store 55% tend to head straight to the
clearance section. They value comfort and durability in the clothing they buy, and like to stick with the styles LIKELY TO
that have stood the test of time. Rather than impressing others 42% of the target audience shops and dresses to
please themselves. experience
Women in the target audience use a variety of media to stay informed and entertained. Of the target audience ONE OR MORE
population, 56.25% claimed to have noticed a large billboard in the last 30 days and 54.11% claimed that
they pay attention to billboard advertising. It was also found that 23.55% of these women notice bus shelter milestones
advertising. We found that 28.64% of the target audience are average television watchers and 31.4% are always
listening to the radio. Finally, 27.39% of the target audience are high involvement magazine readers.
IN THE
upcoming
12 months
04 | RESEARCH

7. primary research
primary research
Primary Research was divided intowas divided into two sections: behavioral surveyinterviews. interviews.
Primary Research two sections: behavioral survey and personal and personal DO YOU DOWNLOAD
BEHAVIORAL SURVEY BEHAVIORAL SURVEY
MOBILE PHONE APPS?
We distributed a survey to the target audience online through social media and social mediasurvey askedThe survey
We distributed a survey to the target audience online through e-mail. The and e-mail. questions
about lifestyle, shopping behavior, preferences,shopping behavior, preferences, and media consumption habits. It
asked questions about lifestyle, and media consumption habits. It was found that 80% of the
women surveyed was found that 80% of the women surveyed work full-time. Furthermore, 90%Associate’ssurveyed
work full-time. Furthermore, 90% of women surveyed have a 2-year college of women degree,
while 60% have earned 2-year college Associate’s respondents, 60% have earned Bachelor’s married.
have a a Bachelor’s degree. Of the degree, while 20% have childrenaand 35% aredegree. Of the
respondents, 20% have children and 35% are married.
Current JCPenney shoppers comprised 60% of the completed surveys; however, 55% of the women claimed to
shop there “almost never.”JCPenney shoppers comprised 60% of surveyed, 1.6 hours per week was 55% ofto bewomen
Current
Results also showed that of the women the completed surveys; however, shown the spent
claimed to shop there “almost never.” Results also showed that of the women surveyed, 1.6 hours
shopping online and 3.55 hours surfing the web— 85% claimed they would rather shop in-store than online. 40%
Women in the target would rather shop in-store than average of 3.85 hours on digital social media networking
they audience said they spend an online. 60%
websites per week. They spend 1.45 hours reading magazines, and of the women surveyed, 55% of them claimed to
Women in the target audience said they spend an average of 3.85 hours on digital social media
spend five or more hours perwebsites per week.the radio. An additional 55% said magazines, and of thefavorite
networking
week listening to They spend 1.45 hours reading that they watch their women
television shows online. Similarly, 80% of women responded that they watch five hours or more of television per week.
PERSONAL INTERVIEWSsaid that they watch their favorite television shows online. Similarly, 80% of women
additional 55%
Personal interviews were conducted to better understand the consumer’s current perception of JCPenney. It
was discovered that most women think of JCPenney as a place to go for something specific, a dress for a special
PERSONAL INTERVIEWS YES NO
occasion or a purse for a night out. Most women wereto betterrecall shopping at JCPenneycurrent perception it
Personal interviews were conducted able to understand the consumer’s as a child. Again, of
was supported that they shopped there for special most women think of JCPenney as night out withfor something
JCPenney. It was discovered that occasions: dances, weddings, or a a place to go friends.
HOURS PER WEEK SPENT
One child-bearing respondent had been as long-timeAgain, it was supported that they “I can’t wait to shop there
shopping at JCPenney a a child. Penney’s shopper and expressed, shopped there for special
as a mom!”
ON SOCIAL NETWORKS
occasions: dances, weddings, or a night out with friends.
5HRS OR MORE
Consumers were One child-bearing respondent clothing and house wares retailer; however,expressed, “I can’t wait
well aware of JCPenney as a had been a long-time Penney’s shopper and only 15% were aware
55%
of JCPenney’s furniture selection. mom!”
to shop there as a
4HRS
When asked about her satisfaction with the of JCPenney as a clothing and house wares confessed, “it’s consistent
Consumers were well aware in-store experience, one respondent had retailer; however, only 15% 5%
with what you pay for, aware ofsuper nice, but I am always able to get what I want.” Furthermore, that respondent
were it’s not JCPenney’s furniture selection.
3HRS
also stated “the ones I have been in all had the same store layout, so that made it easy for me to find what I was
looking for in a hurry.” asked about her satisfaction with the in-store experience, one respondent had confessed,
When 20%
“it’s consistent with what you pay for, it’s not super nice, but I am always able to get what I want.” 2HRS
Furthermore, that respondent also stated “the ones I have been in all had the same store layout, so
10%
1HRS
10%
05 | RESEARCH
05 | RESEARCH

8. swot & top designated market areas
STRENGTHS WEAKNESSES
TOP 20 MARKETS
In-store customer service satisfaction Second lowest brand ranking in
INTERNAL
Social responsibility efforts comparison to competitors (Target,
Walmart, Kohl’s, Macy’s and Sears)
100+ years of business
Perception of JCP’s style/quality is
One-stop destination lower than certain direct competitors 1 NEW YORK, NY
Goods at a lower manageable cost (Target and Kohl’s) 2 LOS ANGELES, CA
In-store experience inconsistent 3 CHICAGO, IL
Fourth highest ranked online
department store among with advertising 4 PHILADELPHIA, PA
consumers 25 - 34 (behind Amazon, 5 SAN FRANCISCO, CA
Walmart and Target 6 DALLAS-FT.WORTH, TX
7 ATLANTA, GA
8 BOSTON, MA
9 WASHINGTON, DC
10 HOUSTON, TX
11 PHOENIX, AZ
12 DETROIT, MI
13 SEATTLE-TACOMA, WA
OPPORTUNITIES THREATS 14 MINNEAPOLIS-ST. PAUL, MN
15 TAMPA, FL
16 MIAMI-FT. LAUDERDALE, FL
Brand introductions: Sephora, Direct competition: Target, Walmart, 17 SACRAMENTO, CA
EXTERNAL
MNG by Mango (only in certain stores), Kohl’s and Macy’s 18 DENVER, CO
Allen B., Liz Claiborne, I <3 Ronson, Indirect competition: Express, New York 19 CLEVELAND, OH
Irreverent, Article 365 and Studio & Co., Banana Republic, Gap, 20 ORLANDO, FL
Improve social media presence Victoria Secret, Old Navy, IKEA,
Economical recession, opportunity to Crate & Barrel and Pottery Barn
emphasize quality/price Negative consumer brand perception
Mobile media application popularity
Make the complete brand experience
consistent and engaging
06 | RESEARCH

9. THE BEST
brand
FOR THESE
women
target audience
IS A BRAND
THAT CAN Women ages 25-34 are mostly Caucasian, but Asian and Hispanic women make up increasingly large
segments. They are typically college educated and most work full time. They are participants in the migration
WEAR ITS back to America’s urban areas, including second cities. However, while these women are renting more,
significant portions are homeowners. In 2006, homeowners represented 40% of the marriages in America
heart
and 50% of the births.
We found that women in this group desire relationships. Based on the number of births and marriages, their
lives are full of change and discovery. Yet when it comes to the products they buy, they expect more than
ON ITS
one-stop, in-and-out experiences – they expect relationships. Trust isn’t just a pivotal part of the consumer-
brand experience; it’s what women want. The best brand for these women is a brand that can wear its heart
on its sleeve and truly “be there” for every moment.
sleeve Life is changing and the big events keep hitting: college graduation, engagement, marriage, first home,
pregnancy, having a baby...the list goes on and intensifies as young women begin balancing their work and
their family. We’ve identified three groups that deserve special attention in our communications: Raising
America, the family-focused woman; Balancing Act, representing women with both budding careers and
significant family commitments; and Young Career, the professional-focused woman.
07 | RESEARCH

10. segments
RAISING AMERICA BALANCING ACT YOUNG CAREER
Like most women 25-34, she works full time, most She wants it all. She splits her time between a career A young career focused woman is unlikely to have
likely a new wife or mother. She is devoted to the that provides for her family and time with the people children. Though many in this group are married,
care of her children. She spends much of her time who are most important to her. She is employed in they see a career as the most significant part of
with her parents and extended family. These family white or blue-collar jobs and lives in a suburban their identity. A young career woman’s relationships
figures heavily influence the way she lives her life and exurban town. She works to further her career are based in her family of work and neighborhood
and the products that she purchases. Life is all about because it will increase opportunities for her family. friends. Living in urban areas lets her stay close to her
family—she wouldn’t have it any other way. This Because of her hectic schedule the convenience of office and enjoy the fast-paced, active lifestyle of the
segment makes up 8.4% of the total target audience. online shopping and other time-saving technology city. She tends to make more money, and advance to
appeal to her. This woman knows there’s a good life higher career levels, than “balanced” or family-
to live and her goal is to build that for herself and focused women. Despite her higher income, her life isn’t
her family. She does it all with confidence. This only about the money, the house, or the shopping. Like
segment makes up 23% of the target audience and other women 25-34, she’s interested in discovering
is the group with the most potential for growth as genuine truths. For now, her career is in the spotlight,
JCPenney shoppers. but she believes that anything is possible. This group
makes up 6% of the total target audience.
08 | RESEARCH

11. CAMPAIGN
traditional
JCPenney is a relationship-builder. The target audience has grown up with the brand, turning to it at one or more of
the classic milestones: getting a job, getting married, or buying a house. Over the years, JCPenney has attracted a
lower-than-desired brand perception. We are going to change that by inspiring consumers to “flaunt your penney’s.”
The “flaunt your penney’s” message is comprised of three components: (1) “flaunt,” which directly addresses the
negative brand perception, encourages the target audience to be confident—confident in what they purchase from
JCPenney, what they wear from JCPenney, and shopping at JCPenney. (2) “your” represents relationships between the
brand and the consumer, as well as between the consumers and the various relationships with family and friends. (3)
“penney’s” is the call to action that drives consumers to shop at JCPenney.
80.4% of the target audience is likely to go through one or more “big changes” in the next 12 months. The “flaunt your
penney’s” campaign will increase share of wallet among the target audience by making the brand top of mind during
life’s milestones and linking JCPenney to their personal growth.
After a thorough analysis of typefaces, we decided that Bodoni Std (“flaunt your”) communicates fun, success and
confidence. We pair that “confidence” with the modern look and feel of Gotham HTF, which is used for all other copy
throughout the campaign.
Through traditional media we will show the target audience progressing through several relevant milestones. Each
milestone is inherently connected with a sense of self discovery that we will link to JCPenney. Just as your first car
gave you independence, JCPenney gives you the confidence to take on what’s next.
09 | CAMPAIGN

12. magazine
GATEFOLD INSERT – STRATEGY
Showing your target audience as they progress through life’s milestones will help (on average) at a time. These magazines were identified based on three criteria:
situate the JCPenney brand socially and increase message retention rates. Women
in the target audience will see themselves in these ads and connect with the 1. High frequency of readership among the target audience
“flaunt your penney’s” way of life.
2. High reach
Our spread will feature a single-page print ad on the left-hand page and a gatefold
3. Low cost
insert on the right-hand page. A reader is more likely to directly open up to the
gatefold insert. Additionally, a gatefold will help differentiate and bring attention We feel that this mix of placements will be the most efficient means by which to
to an advertisement and help it stand out from the clutter in a magazine. reach and convey the JCPenney brand and message to your target audience.
The gatefold insert will show emotional responses occurring at each milestone. We
will remind people of those moments in their life when they truly felt confident
and link that feeling directly to JCPenney with creative copy.
Young Career | Your first job gave you independence, your fiancé gave you
butterflies and your new home gave you comfort. We give you the confidence to
take on what’s next. flaunt your penney’s.
Balancing Act | Your career gives you fulfillment, your husband gives you
support, and your daughter gives you pride. We give you the confidence to take on
what’s next. flaunt your penney’s.
flaunt
Raising America | Your husband gave you a promise, your home gives you
peace of mind, and your son gives you gratification. We give you the confidence to
YOUR
take on what’s next. flaunt your penney’s. life
An analysis of hundreds of typefaces was conducted. We decided on Bodoni Std
Poster Italic (“flaunt your”) which is a flirty typeface that helps communicate
our message of fun, success and confidence. We pair that confidence with the YOUR YOUR YOUR
sophistication of the sans serif Gotham HTF which, beyond building a great b ancé
YOUR YOUR
new home
looking ad, brings a modern/contemporary feel to the picture. VE YOU GAVE YOU GIVES YOU
independence
ancé es new home
comfort
GAVE YOU GIVES YOU
es comfort
IMPLEMENTATION
A cost/benefit analysis yielded the following 10 magazines: People, Star, Oprah,
Parents, Better Homes and Garden, Glamour, Allure, US Weekly, Cosmopolitan
and In Touch. The ads will be placed in each of these magazines for two months
10 | CAMPAIGN

13. STRATEGY – SINGLE PAGE
Separate single-page ads will be created, each targeting a different segment of the
audience. As part of the two-page spread, the copy for each one page ad will be
YOUR
first job
emphasized to show the benefit of one relevant life milestone to a particular target GIVES YOU
possibilites
audience segment.
WE GIVE
Young Career | Your first job gives you possibilities. We give you the confidence YOU THE
confidence
to take on what’s next. flaunt your penney’s. TO TAKE ON
what’s next
Balancing Act | Your new home gives you a canvas. We give you the confidence
flaunt your
to take on what’s next. flaunt your penney’s. penney’s
Raising America | Your child gives you unity. We give you the confidence to take
on what’s next. flaunt your penney’s. .com
WE GIVE
WE GIVE
YOUR YOUR YOUR YOUR YOUR YOU THE
YOU THE
YOUR WE GIVE
YOUR rst jobYOUR
rst job ancéancé YOUR new home
new home
YOU THEce
c ce
GAVE YOU new home YOU WE GIVE
GAVE YOU YOU GAVE YOU GIVES YOU
GIVES
YOUR
GAVE
rst job
YOURancé es es
independence
independence YOUR comfort YOU THE ON
comfort c TO TAKEce
TAKEON
GIVES YOU what’s next
GAVE YOU GAVE YOU
ancé what’s next
rst job
independence es
new home
comfort c TO TAKE ON
ce
TOwhat’s next
GAVE YOU GAVE YOU GIVES YOU
comfort TAKE ON
independence es
flaunt your
what’s next
penney’s
11 | CAMPAIGN

14. television
STRATEGY
Inspire action and link the key benefit of shopping at JCPenney (confidence Young Career | The spot begins with a woman walking
through relationships) to the brand by situating the product socially.
WHAT IT IS starts setting out decorations on her desk and the camera
With three traditional advertising spots targeting towards our three audience zooms into a picture of her and her husband. The picture
segments, we will show the confidence that the JCPenney brand helps establish. morphs as if it has been turned into a watercolor painting
JCPenney is there for every woman’s new beginning. This new beginning can and reforms into a scene of the couple on the day he
be defined as a new milestone in life –whether it’s a new career, new point in a
relationship, or a new addition to the family. These milestones are made complete proposed. They are having a picnic. He proposes to her,
with the JCPenney brand always being prepared to help. they kiss and the woman’s sun hat (that has a large red
DESCRIPTIONS
Raising America | The spot begins with a woman having dinner with her
boyfriend at a fancy restaurant. She looks down with surprise as her boyfriend
proposes to her (they’re wearing dress clothes and look like they’re ready to go unpacking the last of their moving boxes. The spot ends as
dancing). The camera zooms into the ring. As it zooms out the two are at their the camera pans to a red JCPenney bag on the counter with
new house. It’s void of all decoration, but they’re carrying big JCPenney bags.
They take out lamps and throw pillows and arrange them in their living room. The
camera zooms in on a yellow lampshade. As it zooms out a nursery is revealed.
She’s pregnant and is arranging baby clothes in the nursery (while wearing stylish
maternity clothing). The spot ends as the camera pans to a red JCPenney bag on
the counter with the JCPenney logo and “flaunt your penney’s” underneath.
Balancing Act | The spot begins with a confident woman walking into a full board
room (she’s wearing a beautiful suit and carrying a stylish briefcase). The camera IMPLEMENTATION
zooms in on her face as she starts her presentation. The scene morphs as if it were These advertisements will be shown in 132 local television spots in the top-
a watercolor painting and reforms on her face. The background has transformed 10 DMAs as well as Tampa, along with 64 national slots throughout the entire
into the steps of a big building. She looks down with surprise as her boyfriend campaign. The 64 national spots will be broken up equally between the fall and
proposes to her (they’re wearing dress clothes and look like they just came from winter television seasons. Further, the spots will occur twice a week for 16 weeks.
the opera). The camera zooms into the ring and morphs again. It reforms on her This allows us to advertise on two major shows each season. All commercials will
hand and the ring. As the camera zooms out, it reveals that her hand is on her be shown during prime time on major networks.
pregnant belly (she’s wearing stylish maternity clothing). She’s arranging furniture
in the nursery. The spot ends as the camera pans to a red JCPenney bag on the
counter with the JCPenney logo and “flaunt your penney’s” underneath.
12 | CAMPAIGN

15. flaunt your
penney’s
13 | CAMPAIGN

16. billboard
STRATEGY
Be visible! The “flaunt your penney’s” message is
one that can easily be translated through visual
communication. We have found through research
that women in the target audience are exceptionally
high viewers of billboards. We have taken these
advantages and designed an effective billboard
campaign.
WHAT IT IS
These billboards will be a simplified version
of the magazine ads. The most effective way to
communicate the “flaunt your penney’s” message
through this medium is by using bold and emotional
images with simple and clear copy.
Copy for these billboards will be the same for all DMAs.
“Confidence for what’s next. flaunt your penney’s.”
14 | CAMPAIGN

17. integrated promotions
Guerilla and otherwise non-traditional communications are a way for JCPenney to “get out and meet the people” and
let its true personality come through. Due to the high percentage of the target audience that does not reside in major
DMAs, it is important to bring as many brand interaction experiences to the web and social media. JCPenney has
stores all over the country, and in many diverse markets. Let’s not forget those that live in small town USA – they want
to have fun too. Leave the shirt and tie behind, we are going casual on this one.
Social media has given companies a unique opportunity – create valuable material that your target audience finds
relevant, inspiring and enjoyable then let them share it with their friends and essentially do the advertising for you.
For each person that “shares” your brand on Facebook, you gain an additional 150 impressions (the average Facebook
user has 150 friends). Just think of the reach you can achieve, for free, if you are able to create the right experience.
Putting this into perspective, JCPenney has 1.5 million Facebook followers. In theory, if each of those followers
“shared” a post made by JCPenney that would yield 225,000,000 impressions – for absolutely no cost. Please pause,
this idea is fundamental and simple, however it is where we will be spending the next years of our professional lives.
The tactics we have created for you work to harness the power of social media “sharing” and brand interaction
opportunities. We feel that the correct mix of experience and entertainment is represented here and we are excited
to share it with you. Remember, if you build your brand to be fun, attractive and engaging, people will take notice.
These small things will change the world.
15 | CAMPAIGN

18. hulu & pandora
STRATEGY RESEARCH SHOWS
Bring the “flaunt your penney’s” message to the web! Large portions of the target Target audience members are known for watching medical and crime dramas
audience use the web to view and listen to their favorite television shows and radio (such as Grey’s Anatomy, House, and CSI)
programming. Consumers are migrating online for all of their media consumption,
the advertising needs to shift as well. According to our primary research, Rock and Pop are the two most listened to
music genres by your target audience.
WHAT IT IS
The traditional advertisements used to reach the three audience segments will
appear on Hulu and Pandora, reaching the consumers who use online media to
watch television shows, movies, and listen to music. The online commercials will
be accompanied by static banner advertisements that attract users by promoting
an online sale at JCP.com. The banner ad will direct users to the JCPenney
website where they can take advantage of these offers. These banner ads will be an
excellent way to track the value and visibility of Hulu and Pandora advertisements.
IMPLEMENTATION
Advertisements will run throughout the entire campaign and appear on shows that
consumers are known to watch along with music they are known to listen to.
16 | CAMPAIGN

19. fashion week
STRATEGY – FASHION WEEK PART I
Gain free media exposure and word of mouth awareness for the JCPenney brand is on such a large stage, and showcase “everyday fashion.” All of the signs that
by unexpectedly participating in a well-known event. originally said “flaunt your nature” will change to “flaunt your penney’s.”
HOW IT WORKS WHAT IT IS – ADDISON BROOKE BILLBOARDS
JCPenney is going to “crash” Mercedes-Benz Fashion Week in New York City. Digital billboards will feature Addison Brooke, the fake designer, before and
Since Fashion Week takes place at the beginning of our campaign it is an excellent during her show. The billboards will read “Flaunt Your Nature” and host a close
opportunity to launch “flaunt your penney’s.” We are going to promote a fake up image of Addison’s eyes. After the “takeover” the billboards will be changed to
designer, Addison Brooke, and then “take over” her runway show. the Penney’s style. The visual will have zoomed out to reveal Addison as an early
30’s professional women and the copy changed to “flaunt your penney’s.”
For this tactic we will hire an actress to play Addison Brooke, an up-and-coming
designer, making her debut at New York Fashion Week. We will arrange to promote IMPLEMENTATION
her while never mentioning JCPenney; the goal is to generate buzz about her and One billboard will be located in each of the top 20 target audience-populated
her message, which is “Flaunt Your Nature.” The show starts as usual with models DMAs in February and March.
walking the runway in avant-garde clothing. Suddenly, there will be a dramatic
change in the room. A JCPenney banner will be revealed and models will come WHAT IT IS – TIMES SQUARE DIGITAL BILLBOARD
from backstage and out of the audience to flaunt their JCPenney clothing. The A series of images will be displayed one-by-one on a digital billboard located in
models will be a range of sizes and ethnicities to reflect diversity among the target Times Square. The images will show the red silhouette of a model progressively
audience. The shock of this change will get people talking, especially because it emerging from the New York skyline, as if walking a runway toward the viewer.
17 | CAMPAIGN

20. fashion week {continued}
She continues walking until the entire screen becomes red. positive and negative, are shown. The video finishes with the words “We can’t wait
for what’s next. flaunt your penney’s.”
Before Addison’s show the billboard will display the words “Addison Brooke
Exclusively at Fashion Week. flaunt your nature.” After the show, the display will IMPLEMENTATION
change to “Confidence for what’s next. flaunt your penney’s” These ads will air from the middle of February until the end of March during 10
prime time television slots on some of our audience’s favorite networks such as
This billboard will further increase the presence of JCPenney and mentally link
TLC, USA, A&E, Food Network, and TBS.
the concepts of “flaunt” and “confidence” to the brand.
WHAT IT IS – FASHION WEEK INTERNET ADS
STRATEGY – FASHION WEEK PART II
We will buy ad space on each of the network websites that we have television
Create a mini-campaign to support the Fashion Week takeover. These tactics work
spots. The digital Times Square billboard will be adjusted to fit this web space.
to aggressively bring the “flaunt your penney’s” message to the half of Americans
that do not live in major cities while encouraging brand interaction. In addition to banner ads, we will put the Fashion Week television ads on Hulu and
Pandora. The television ad looks very much like a viral video. When that video
WHAT IT IS – FASHION WEEK TELEVISION ADS is put onto a digital platform it will give the impression that is being shared, even
Video from Addison’s fashion show will be compiled and turned into a commercial. though it is a paid media placement. This natural feel should remove some of the
The video begins with the words “Mercedes-Benz Fashion Week” and the date of natural hesitation online users have when opting-in to viewing an advertisement.
the show on a black background. A hand-held camera view is seen of the show:
models walking on the runway, photographers taking photos and spectators
watching. After the “big change” hits, the camera pans around the auditorium
and the camera operator is clearly excited about what is going on. The reactions,
18 | CAMPAIGN

21. fashion week {continued}
IMPLEMENTATION WHAT IT IS – SEMIANNUAL FASHION WEEK SALE
These ads will air from the middle of February until the end of March. JCPenney will hold an annual sale in February and September coinciding with
the two New York Fashion Weeks. Here we can remind consumers of our Fashion
RESEARCH SHOWS Week “takeover” and remind them why they need to flaunt their style, their life,
Our audience spends more time online than watching television. Let’s get the and their relationships. Successful promotion of this sale will lead to its placement
message to them in the most efficient manner possible. as a regularly occurring event. Women in the target audience will know that these
sales are approaching and anticipation for them will build.
WHAT IT IS – LOCAL “WALK THE RUNWAY” COMPETITION
We will be holding a competition where JCPenney shoppers can come and walk IMPLEMENTATION
a real runway in-store. Each participant will have their picture taken and, if they We will make use of the “flaunt your penney’s” television advertisements around
want, that picture will be sent to a local digital billboard in their DMA. Fashion, the time of the sale to bring people in store, similar to how JCPenney currently
confidence and character have nothing to do with being a “top model.” Real runs sale ads.
greatness comes from inside.
IMPLEMENTATION
Runways will be in the 20 DMAs with the highest population of our target
audience. The billboards and runway will run for all of March and April.
19 | CAMPAIGN

22. flaunt your
penney’s
subway flip-book
STRATEGY IMPLEMENTATION
Push the “flaunt your penney’s” lifestyle in a surprising way. The ad will be placed in four of the top-populated cities throughout the US. This
tactic will run throughout the entire year and each city will run the ad for two
HOW IT WORKS months at a time. The flights will be offset so that there are always at least two
Individual frames of a 15-second commercial will be hung on the wall of a subway active cities.
tunnel and as the train passes the images will form one moving picture.
The cities are:
The commercial will feature a side view of a subway car, giving the impression that New York
another train has entered the tunnel. A professional woman walks into view with Washington D.C.
a large boom-box under her arm. She turns on music and the other passengers, a Chicago
mix of races and genders, become confused and appear fearful. The passengers’ San Francisco
reservations subside and they begin to feel the music. They spring from their seats
and start dancing. Lights and confetti come down from the ceiling of the subway RESEARCH SHOWS
car and it’s obvious these people are having a great time. A man on roller skates Nearly 3.5 million women in our target audience rely on public transportation to
with a vibrant colored tank top, leggings and a multi-colored afro-wig dances move them. Now, we will use one of those modes of transportation to inspire them.
in the frame. The words “flaunt your commute” will appear followed quickly by
“flaunt your penney’s” and the JCPenney logo.
20 | CAMPAIGN

23. dare to wear tags
STRATEGY
Create a situation that will drive consumers to JCPenney
by engaging them with the brand. This will increase
brand awareness and visitation to the store.
HOW IT WORKS
There will be one model representing the brand in stand-
alone JCPenney stores and ten models representing
JCPenney located in larger malls. Models wearing
the latest fashions from JCPenney will walk around
with a special JCPenney tag attached to their shirt
that doubles as a coupon and gift card. Shoppers
will approach the model to tell them their tag is
still attached. The tag will be ripped off and given to
the individual. Upon their next JCPenney purchase
valued at $20 or more, a random amount between
$10-$500 will be activated. Consumers will be
informed of this tactic via television, radio and scan
billboard advertising.
AND
IMPLEMENTATION
There will be four events in each of the top-10 DMAs.
save
The events will be advertised locally through five
television early fringe slots. Three radio stations Bring th
is card
in each DMA will advertise one week prior to the Scan it to any
and sav as
event. Five billboards in each DMA will represent of $20 o e that a sociate at jcp
r more. mount o enney.
Possible n an
each local event. savings y purchase
of $10-$
500!
RESEARCH SHOWS
flaunt
A significant portion of our target audience refrains penneyour
y’s
from purchasing items until they go on sale. Women
aged 25-29 claim they are far above average when
.com
it comes to being a smart shopper and women aged
30-34 claim they are average to above average.
21 | CAMPAIGN

24. penney wars
STRATEGY
Penney Wars was created in order to strengthen and promote the partnership
between JCPenney and the Boys & Girls Clubs of America. The essence of this
tactic calls for people to work together to build relationships in their communities.
HOW IT WORKS
At least one selected city in each state will compete with the rest of the nation
to raise money for the Boys & Girls Clubs of America. Every DMA will have 10
billboards on display for three months. The billboards will encourage competition
between cities by showing total donations updated in real time for selected
markets. Motivational city-specific messages will appear on the board in each
local area. The contest is open to the public; people can text their donation to
a number displayed on the billboard. JCPenney will match the amount raised
up to $200,000 for the top three cities nationally. At the end of the competition
JCPenney will donate the money that was raised within each state to the Boys &
Girls Club that participated.
Ten million dollars will be spent to rent space on landmarks in the top-10 DMAs. RESEARCH SHOWS
Ex: The Hancock Building in Chicago, IL and the Empire State Building in NY. Women respond positively to philanthropic work and JCPenney Afterschool is
Each landmark will have a progress meter projected on it. The entire city will then committed to enhancing the lives of children through their partnership with Boys
be able to track the progress of their city at any moment. Projecting “flaunt your & Girls Clubs of America.
penney’s” alongside the progress meter will increase brand perception, message
retention, and keeps JCPenney top of mind. The size of this tactic guarantees free
media attention.
IMPLEMENTATION
This tactic will be supported by television, radio, billboard, magazine, Hulu and Pandora
ads. There will be 22 local television news spots targeting each participating DMA
and 22 national prime time television spots. Three radio stations in each state will
be used to inform participants of donation methods for 12 weeks. Ad space will be
purchased for three months in Parenting magazine. All 50 states will have at least
one participating city; Florida, Texas and California will have two. The cities with
the highest population of the target audience will be selected.
22 | CAMPAIGN

25. bus shelter
STRATEGY
Creative use of bus shelters will increase brand interaction, visibility and
awareness of JCPenney’s “Home Store” section. It will also encourage brand
“sharing” by providing a unique brand experience which the user can then bring
to their friends and family.
WHAT IT IS
Two walls of a bus shelter will be replaced with interactive video screens. One
screen will be an interactive display of the JCPenney website. Users will be able
to select different household products and furnish a room shown on the largest
wall of the shelter. Users with smart phones can then download their shopping list
via a QR code.
This tactic will be visible to everyone walking, driving, and moving on the streets
of major cities. This type of brand experience is likely to gain attention through
various media outlets, specifically social media.
IMPLEMENTATION
These shelters will be visible from May to the end of September, the peak of
walking-traffic season. 32 shelters will be positioned through the following DMAs:
{ }
Miami, FL; Jacksonville, FL; Tallahassee, FL; Panama City, FL; Houston,
TX; Dallas, TX; San Antonio, TX; Austin, TX; San Diego, CA; Los
Angeles, CA; Sacramento, CA; Berkley, CA; San Francisco, CA; Chicago,
IL; New York, NY; Ithaca, NY; Boston, MA; Minneapolis, MN; Madison,
WS; Philadelphia, PA; Pittsburgh, PA; Richmond, VA; Portland, OR; RESEARCH SHOWS
Washington D.C.; St. Louis, MO; Seattle, WA; Denver, CO; Burlington, Secondary research has shown that your target audience notices and remembers
VT; Nashville, TN; Atlanta, GA bus shelter advertising. Electronic advertising of this fashion has been proven
to be successful in previous campaigns; typically in terms of the unpaid media
These cities were selected to achieve the maximum reach possible while providing attention achieved.
specific emphasis on California, Florida and Texas (as indicated by JCPenney.) Each
bus shelter will be accompanied by a digital billboard. The bus shelter will be
directly linked to the billboard. The billboard will display the user generated
scenes. Users will literally be able to flaunt their home and creativity to the whole city!
Those that do not pass by a bus shelter in their daily routine will be reached by use
of radio advertisements. Three radio stations per DMA will run spots promoting
the bus shelter for a total of 18 weeks.
23 | CAMPAIGN

26. kiosk
STRATEGY
Use up-and-coming technology that allows consumers to experience and interact
with JCPenney in an interesting new way, in-store and online.
HOW IT WORKS - PART I
We will add a new twist to JCPenney’s current in-store kiosk. The new feature will
allow consumers to create a mosaic of themselves and share it with their friends
through social media. Users can choose several different JCPenney merchandise,
and then take a picture of themselves with the camera on the kiosk. The kiosk will
reconstruct the picture as a mosaic made up of the JCPenney products. After the
mosaic has been made, users will be able to post the mosaic on their Facebook
and Twitter. This mosaic, if consumers so choose, will be featured on a digital
billboard near that JCPenney store. An at-home version will also be available.
Consumers who use the mosaic feature can receive coupons and information about
current promotions.
HOW IT WORKS - PART II
The second innovative technology to this kiosk is augmented reality. Consumers
will use a cut-out of jewelry that they find in magazines to digitally try on
accessories. By using augmented reality users have the opportunity to try on
hundreds of different products without ever having to physically change. This
feature will also be available at-home through the website.
IMPLEMENTATION
The kiosk will be implemented in stores throughout the entire campaign. In order
to promote and advertise the updates, several different media will be utilized. Five
national prime time television spots will introduce the new technology. Along
with the prime time spots, there will be three local television slots per week for the
top-10 DMAs as well as Tampa for six months. There will be 70 digital billboards
across the nation where shoppers can flaunt their mosaic.
In addition to the kiosk media, there will be an advertisement with the paper cut-
outs that will appear in three magazines for 12 months to support the augmented
reality feature.
24 | CAMPAIGN

27. mobile apps
STRATEGY – FLAUNT YOUR CHOICES TABLET APP
Apps promote brand interaction through a rapidly emerging medium. We want people
to become involved with the brand on an emerging digital platform, easily allowing
JCPenney to tag along with shoppers in their everyday lives as well as providing
them another social forum to share their experiences with family and friends.
This app revolves around common purchase triggers of the target audience.
HOW IT WORKS
This “adventure book” app provides our target audience a unique and interactive
way to experience the brand and its products. The application allows users to
create their own story by making various life decisions for Penney, the main
character. She is posed with a question on each page and the user guides her
though life’s milestones. Each of Penney’s answers lead her in a different life
direction where she is presented with relevant JCPenney products. All possible
story lines emphasize relationships, style and the variety of products at JCPenney.
Each JCPenney product featured includes a link to the website where the item can
then be purchased. Discounts will also be available for featured products.
IMPLEMENTATION
The app will be available on tablets, and can also be accessed through social
media as well as JCP.com throughout the entire campaign.
STRATEGY – BEST FRIEND PHONE APP
The Best Friend Mobile App is JCPenney’s launch for a new mobile campaign
that brings the target audience a digitally-social shopping experience. This app salon ideas, and contests. This app lets users know for certain the clothes will fit;
provides on-the-go features by emphasizing the unique functionality of today’s the only questions left to answer are what to mix and match.
mobile device. The brand will come alive in the eyes of consumers, inspiring
them with the latest ideas of what’s in style. It will enable them to buy JCPenney IMPLEMENTATION
clothing and accessories through a seamless, social commerce experience. The Best Friend Mobile App will be featured on the Android, iphone, and
Blackberry app markets. Consumers can access the app at any point throughout
HOW IT WORKS the campaign.
A scanner takes measurements of the participant’s body to create a virtual 3-D
double. By means of their virtual double, this app allows consumers to try on RESEARCH SHOWS
clothes with the click of a button. Clothes can be added by scanning the barcode The target audience of women ages 25-34 rank second in top mobile usage.
on product tags in store, through their digital wardrobe online at JCP.com, or by
finding them through the app. Features of the mobile app include: instant feedback
on outfits from friends via social media, coupons, an outfit idea generator, beauty
25 | CAMPAIGN

28. web presence updates
FACEBOOK
Social media, specifically Facebook, is one of the most powerful tools available today. The ability to bring your
brand’s personality to a nearly endless number of consumers is priceless. Online users can interact with your brand
through personal and public discussion, games, apps and videos. Social media has only recently become a place
for business to operate, and because the rules of the web are so loosely defined, it is easy for companies to fall
behind in their online media efforts.
THE ABILITY TO
We have developed several recommendations that will increase the user’s social media experience shared with JCPenney.
{1} Interact directly with your fans more often. We have noticed several circumstances when the JCPenney
Facebook page was inconsistently updated. Facebook has become the new consumer help-line. Therefore,
bring
unsatisfied customer complaints ought to be addressed and handled in a timely manner. Rather than ignoring
posts, direct them to a place where they can receive a solution to their problem. YOUR BRAND’S
{2} Update the aesthetic. We recommend creating a landing page, similar to a welcome page, so that when
a fan clicks on the JCPenney name they known immediately what the brand is all about. Use that landing
personality
page to tell fans what they can do on the page.
{3} Post content that the target audience finds exciting. A great way to gain new followers and bring current
TO A NEARLY
endless
fans to your page is by posting web content that your target audience will want to see. Think about what viral
videos your target audience might find funny.
JCP.COM
Through secondary research we learned that the JCPenney website is the highest ranked department store NUMBER OF
website in terms of functionality and ease of use. This gives JCPenney a firm base on which to build a dynamic
web presence. Our recommendations revolve around building positive brand interaction with consumers and consumers
— IS —
empowering users to do the advertising through “sharing.”
{1} Flaunt your apps. These are all opportunities for you to attract and retain consumers by offering engaging
branded content. These apps will also translate seamlessly to other social media platforms.
{2} Personalize content by logging in through Facebook. We recommend JCPenney to emphasize the company’s
priceless
focus on relationships by greeting each web visitor individually and personalizing the homepage to the user’s
lifestyle. Upon opening the homepage users will be prompted to log-in through Facebook. For example, if
a customer is listed as “married” and she has interests in “cooking” and “decorating,” highlight the “home
store” section and offer local promotions.
26 | CAMPAIGN

29. viral videos
STRATEGY – FLASH FASHION SHOW
Gain free brand exposure through the use of digital social networks. This video not only will relate to the target
audience, but will also entertain them to the point that they will feel compelled to share it with their friends.
VIRAL VIDEO
HOW IT WORKS
IMPRESSIONS
Fashion-conscious women in your target audience will enter a busy city center mid-day around lunch and blend 27,127,857
into the crowd. Crew workers will appear, seemingly out of nowhere, and very quickly construct a basic fashion T-MOBILE FLASH DANCE
runway. The fashionable women will emerge from the crowd and begin walking the runway, strutting their stuff,
7,934,811
and bringing “flaunt your penney’s” to life. The runway-walkers will encourage average women to join in and
T-MOBILE WELCOME BACK
show off how they flaunt their everyday fashion. The whole event will be filmed and posted on JCP.com, YouTube,
and the Facebook page. The JCPenney logo and “flaunt your penney’s” slogan will appear at the very end of the 25,549,216
video so users know who to thank for their two minutes of entertainment. IMPROV EVERYWHERE FROZEN
GRAND CENTRAL STATION
STRATEGY – FLASH LIVING ROOM 6,915,380
The flash living room will generate buzz about JCPenney’s home décor department with an entertaining viral IMPROV EVERYWHERE FOOD
video that inspires your target audience to share the experience with their friends. COURT MUSICAL
1,562,588
HOW IT WORKS OFFICIAL SEATTLE GLEE
Several people dressed in single-colored tight fitted body suits will quickly set up a living room in the middle FLASH MOB VIDEO
of a park to elicit surprised and confused emotions from the surrounding people. The “wow!” comes from seeing
8,447,953
oddly-dressed people doing something completely unexpected. The strength of this video is in the surrounding
MICHAEL JACKSON
bystanders’ reaction to the new living room. Interactions with the static room will be filmed throughout the day.
DANCE TRIBUTE
The video will show people using the room to recover from a hard run, lounge about for a peaceful day in the
park and cuddle together while on a romantic date. The video concludes with “These moments brought to you by 4,584,773
JCPenney. flaunt your penney’s.” The video will be uploaded on YouTube, Facebook and the JCP.com SUPERMARKET FLASHMOB
22,550,564
RESEARCH SHOWS SOUND OF MUSIC CENTRAL
Statistically, 55% of your target audience spends five hours or more per week on social networking websites. STATION ANTWERP
Viral videos have nearly endless possibilities for word of mouth awareness. 7,787,326
BEYONCE 100 SINGLE LADIES
FLASH-DANCE
31,926,193
CHRISTMAS FOOD COURT
FLASH MOB
27 | CAMPAIGN

30. MEDIA PLAN
strategy
This media schedule was created to maximize the visibility and message retention rates of “flaunt your penney’s.”
Most integrated promotional efforts have been supported by a traditional media flight that brings the energy and
confidence of this campaign to the half of Americans that are never involved in guerrilla tactics. Each tactic listed in
the Gantt chart has all costs included. A breakdown of media buys can be found on each tactic page.
JCPenney gave us the challenge of reaching an average of 46 million viewers per week. We have succeeded in this
and anticipate an average of 68.3 million impressions per week. Total estimated impressions for each tactic are listed
on the right side of the following page.
28 | MEDIA

31. gantt chart
FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY COST IMPRESSIONS PER WEEK
TACTIC
MAGAZINE 18,149,776 121,760,000
People
Star
Oprah
Parents
Better Homes
Glamour
Allure
US Weekly
Cosmopolitian
In Touch
TELEVISION 19,959,508 984,990,000
BILLBOARD 3,233,754 408,791,880
HULU 5,000,000 288,000,000
PANDORA 900,000 240,000,000
FASHION WEEK 2,909,376 165,781,055
FLIPBOOK 2,700,000 112,500,000
New York
New York to New Jersey
Chicago
San Francisco
Washington D.C.
DARE TO WEAR 2,697,150 229,270,185
PENNEY WARS 18,874,016 658,716,372
BUS SHELTERS 10,114,880 58,650,400
KIOSK 13,112,372 256,595,500
MOBILE APPS N/A N/A
SOCIAL MEDIA N/A N/A
VIRAL VIDEOS 30,000,000
Flash Living Room
Flash Fashion Show
CONTINGENCY 1,400,000
TOTAL 99,960,833 3,555,055,392
TOTAL PER WEEK 68,366,449.85
29 | MEDIA

32. EVALUATION
overview
A solid plan is only as good as its evaluation. A post-review of each tactic after its completion is highly recommended
and critical in order to see what was gained, and what could have been done better.
Let’s recap the three goals set forth by JCPenney:
{1} Attract female consumers age 25–34.
{2} Retain current female consumers age 25–34.
{3} Increase share of wallet among female consumers age 25–34.
Each tactic was created to solve some portion of this overall challenge. However,
no one tactic alone will make this plan a success. The strength of our plan is truly
in the way it brings excitement and opportunity to a wide range of consumers by
seamlessly blending traditional and non-traditional tactics. Eventually, the line
between what is a traditional and what is a guerrilla will disappear.
In this day and age, there is no longer a differentiation between online and
offline, rather one-line – one-line that connects a brand to a consumer.
This relationship will change the world.
30 | EVALUATION

33. evaluation
TRADITIONAL BUS SHELTERS
Do the number of impressions earned equal the number estimated? Do the number of impressions earned equal the number estimated?
How well was the “flaunt your penney’s” message imprinted and retained in the How much has this tactic increased the consumers overall perception of JCPenney?
audiences’ mind? How many times was this experience “shared” through other media?
Is JCPenney the top of mind brand within the target audience?
SUBWAY FLIP BOOK
HULU Do the number of impressions earned equal the number estimated?
Do the number of impressions earned equal the number estimated? How much has this tactic increased the consumers overall perception of JCPenney?
How many unique click-throughs were gained through this media? How much free media exposure was gained?
How many sales were generated directly through these click-throughs?
KIOSK UPDATES
PANDORA How often does the target audience use the updates?
Do the number of impressions earned equal the number estimated? How many times was this experience “shared” through other media?
How many unique click-throughs were gained through this media? How much has this tactic increased the consumers overall perception of JCPenney?
How many sales were generated directly through these click-throughs?
MOBILE APPS
FASHION WEEK How many times have the apps been downloaded?
How much free media exposure was gained? How often does the target audience use the apps?
How has top of mind awareness for department stores changed? Is JCPenney the top of mind brand within the target audience for shopping apps?
What is the retention rate for “flaunt your penney’s?” How much has this tactic increased the consumers overall perception of JCPenney?
DARE TO WEAR TAGS SOCIAL MEDIA
Do the number of impressions earned equal the number estimated? How has the Level of interaction between JCPenney and fans changed?
How many sales were directly generated through this tactic? How many times is the Facebook page viewed?
How many followers does the Facebook page have?
PENNEY WARS How many times is JCPenney content re-posted by the target audience?
What was the total participation? How well was the “flaunt your penney’s” message imprinted and retained in the
How much has this tactic increased the consumers overall perception of JCPenney? audiences’ mind?
How much free media exposure was gained?
Is JCPenney the top of mind brand within the target audience for socially VIRAL VIDEOS
responsible stores? How many times was each video viewed?
How well was the “flaunt your penney’s” message imprinted and retained in the How much traffic to the web site was generated by this tactic?
audiences’ mind? How much has this tactic increased the consumers overall perception of JCPenney?
31 | EVALUATION

34. IT IS
crucial
THAT THE
consumer’s
EXPECTATION in-store recommendations
OF THE Our secondary research has shown that 73.85% of the target audience feels that the store environment makes a
difference on whether or not they shop. The experience in-store needs to be engaging, exciting and consistent
brand with the advertised brand. Recently built or renovated JCPenney stores do these things very well. The stores
are bright, full of color, clean and well laid out. We recommend investing in renovations that will bring older
JCPenney stores to the new modern look and feel.
BE MET OR Stores tend to be cluttered and lack effective navigation resources. We see two main problems with JCPenney:
{1} The visual displays throughout the store are not consistent with the products sold in the same area.
surpassed {2} Finding the advertised products is difficult.
UPON SHOPPING First, we suggest highlighting each section of the store to make them easier to travel between. Second, we suggest
updating the promotional displays more frequently to make the images shown more relevant to the products on
in-store display. Lastly, it is important to bring the “flaunt your penney’s” mindset to the store. One simple way to do this
is by using the same typefaces from the ads in your in-store signage. It is crucial that the consumer’s expectation
of the brand be met or surpassed upon shopping in-store. JCPenney does a great job of providing excellent
customer service. The attitude of the building needs to be updated to match the excitement JCPenney has for
giving consumers the confidence to take on what’s next.
32 | EVALUATION

35. ANGELA ANTONIO – IP DIRECTOR
ALISON AUGER – COMMUNICATIONS TEAM
JOSH BAILEY – CREATIVE TEAM
KIM BAUGHMAN – IP TEAM
JEREMY CANADA – IP TEAM
DEVON CARLSON – CREATIVE DIRECTOR
MEGAN CARTER – IP / CREATIVE TEAMS
BRIDGET DALTON – COMMUNICATIONS TEAM
DAVID DONAHUE – COMMUNICATIONS TEAM
CHAD FLORY – COMMUNICATIONS DIRECTOR
KELLY KANAN – RESEARCH DIRECTOR
MELISSA KNAPP – CREATIVE TEAM / DESIGN
DANIEL MATTHEWS – CREATIVE TEAM / DESIGN
SARAH MESSER – CREATIVE TEAM
TYLER NALL – ACCOUNT EXECUTIVE
BRIANNE NOVAK – IP TEAM
STEFANIE STEPHENS – RESEARCH / CREATIVE TEAMS
KATELYN STUTTERHEIM – CREATIVE TEAM
LINDSAY WARNERS – COMMUNICATIONS TEAM
PETER WOLFGRAM – RESEARCH TEAM / DESIGN