Plans book of Bruin Advertising and Marketing Team's plans book for 2011 NSAC client.

2. table of contents
2. TABLE OF CONTENTS 16. ONLINE PRESENCE
3. INTRODUCTION 17. ONLINE PRESENCE
4. EXECUTIVE SUMMARY 18. ONLINE PRESENCE
Research & Planning
19. PRINT
20. IN-STORE EXPERIENCES
6. RESEARCH OBJECTIVES & 21. IN-STORE EXPERIENCES &
METHODS ON THE GO
7. CULTURAL CLIMATE 22. EVENTS
8. MARKET LANDSCAPE 23. GIVEAWAYS
9. BRAND ESSENCE 24. PARTNERSHIPS
10. TARGET PROFILE 25. PARTNERSHIPS
Media Plan
11. TARGET PROFILE
12. BRAND STRATEGY &
POSITIONING 27. MEDIA OBJECTIVES &
STRATEGY
Creative Strategy & 28. CAMPAIGN CALENDAR &
Executions BUDGET
29. MEDIA RATIONALE
14. CREATIVE STRATEGY 30. MEASUREMENTS OF SUCCESS
15. “ONE DRESS” COMMERCIAL & EVALUATIONS
31. CONCLUSION
32. SOURCES & CREDITS
2

3. introduction
Eager to make an impact. Passionate and Optimistic. Articulate and Savvy.
She loves who she is.
Today’s woman is empowered. She’s paying off her Graduate loans, she’s Our campaign aims to reveal that JCPenney (JCP) can effectively cater to
wearing that something new as she walks down the aisle, she’s choosing the needs of every woman, independent of where she is now and where
to change lives before she changes diapers. With a demanding schedule, she aspires to go. Whether change is taking place around her or within her,
!"#$!%&'(&)!%*+%,-&+!*,%&+.%/0+!,&+,')%1+.!%+#(%(&)!%,0%&!!#-,%"#-%2+*32#% we understand that today’s woman admirably manages the pressures of
presence onto the world. Everything she does is an extension of her constant adaptation. The last thing a woman needs is the additional stress
/0+1.#+,%!#'45,"#%(&)%!"#%(0-6!7%,"#%(&)%!"#%'*8#!7%,"#%(&)%!"#%!"09!:% of wondering whether her suit jacket will withstand her next interview, if
her trusty coffee-maker will break down in the middle of the night, or if the
But amidst her strength and charisma, she also experiences the very real purchases she makes are truly worth her hard-earned money. Retail should
&+.% 8#-)% 82'+#-&;'#% <0<#+,!% 04% &+=*#,)% &+.% !#'4>.02;,5,"#% <0<#+,!% +0,%<#-*,%&%(0<&+$!%/0+/#-+%+0-%!"02'.%*,%"&8#%&%0+#>!*?#>1,!>&''%!,-&,#@):%
where she curls up in her favorite sweater, drinks her homemade coffee, We see JCP as the optimal department store that catches women on their
and snuggles with her favorite bed pillow. 0(+%,#-<!7%("#-#%,"#)%/&+%!"09%/0+1.#+,')%,0%'*8#%/0+1.#+,')7%&+.%,"#+%;#%
on their way.
Most department stores, specialty stores, and brands sell prepackaged
*.#+,*,*#!%,0%,"#!#%(0<#+%("0%&-#%6##+')%&(&-#%04%,"#*-%2+*32#%9#-!0+&'*,*#!%
and lifestyles, their strengths, and areas for improvement. But while those
stores dwell on idealized appearances, JCPenney’s sincerity has the
emotional connection that stands out.
JCPenney. You’re on your way.
3

4. executive summary
With a handshake and a warm smile, the interviewer leads Jennifer through the lobby In the age of Facebook and Twitter,
,0% ,"#% #=*,:% A"#% !,#9!% 02,% *+,0% &% /-*!9% ;-##?#% &+.% ,&6#!% &% .##97% !&,*!1#.% ;-#&,"7% &+%
electrifying tingle building in her toes.
Expression is Everything.
Transition. Our target consumer welcomes new, inexpensive, and convenient ways to express
herself. For Jennifer’s generation, connection and expression inject beauty and
%B,$!%,"#%/#+,-&'%,"#<#%04%&%(0<&+$!%'*4#%("#+%!"#%1+.!%"#-!#'4%;#,(##+%,"#%&@#!%04%CD% meaning into everyday life. This connection is expected from friends and family and,
and 34. Life during those ages consists of a whirlwind of decisions, changes, friends, as the Internet continues to increase our connectedness, it is also expected from the
and family. Jennifer is on the cusp of a new job, and her friends are switching careers, brands we interact with.
changing living spaces, getting engaged, having children, and everything in-between.
Jennifer’s life, like those of her peers, is characterized by strengthening her self-identity Early into our research, we found that JCPenney has struggled to kindle an emotional
in the context of rapid decision-making and change. connection with the women in our target demographic. Jennifer’s generation mostly
sees JCPenney as dull, outdated, unfashionable, and cheap. However, our research
Living in the post-recession economy has taught Jennifer the importance of value, &'!0%-#8#&'#.%!0<#%90!*,*8#%1+.*+@!:%EFG#++#)%"&!%<&.#%<&H0-%!,-*.#!%&!%&+%0+'*+#%
&+.% !"#% '08#!% ,0% ;-&@% &;02,% 1+.*+@% ,"#% ;#!,% .#&'!% 0+% +#(% .-#!!#!% &+.% 02,1,!:% A"#% retailer and is well-established and well-known.
encompasses the concept of multiplicity, playing numerous roles in her daily life. She’s
well past the confusion of her teenage years and now understands both who she is and JCPenney has the foundation and the potential to return to its previous status as a top
who she wants to be. department store, but for this to happen, there need to be major changes. JCPenney’s
;-&+.%*!7%&+.%"&!%;##+%40-%32*,#%!0<#%,*<#7%*+%&%!,&,#%04%.#/&):%I0%/0++#/,%(*,"%,"#%
target demographic, JCPenney needs a spark. It needs a connection. To connect to
02-%,&-@#,%.#<0@-&9"*/7%(#%<2!,%1-!,%2+.#-!,&+.%,"#<:%
4

5. research & planning

6. research objectives & methods
P2-*+@% &% D><0+,"% ,*<#% !9&+7% Q.,#&<RR% *<9'#<#+,#.% &+.% /0+.2/,#.% /0<9-#"#+!*8#% )#,% !2//*+/,%
-#!#&-/"%,0%#'2/*.&,#%,"#%(&)%CD>JK%)#&->0'.!%9#-/#*8#7%.*!,*+@2*!"%&+.%*+,#-&/,%(*,"%,"#%-#,&*'%*+.2!,-):%
%
The following research methods establish our conceptions of the transitional individual, allowing us to
!,-&,#@*?#%02-%#=#/2,*0+!%,0%<&=*<*?#%#41/*#+/)%&+.%/0+@-2#+/)%("*'#%<&*+,&*+*+@%&(&-#+#!!%04%02-%
target’s values.
Research Objectives: Research Strategies
Understand the JCP culture and where JCP 1. Industry Research: 2. Primary Holistic Research: 3. Brand Awareness Research:
stands among its competitors
Analyzed proprietary research reports Shadowed and interviewed shoppers Held in-depth focus groups (using
Identify major cultural factors that affect the and press releases to understand for over 4 months to observe consumer selected participants that are
target /2',2-&'% 4&/,0-!% ,"&,% *+M2#+/#% ,"#% shopping behaviors during normal well-represented in the target's
target, industry trends, and competitor and holiday periods and to pinpoint age group) to ascertain brand
Discover the mindset, values, lifestyle, and strategies. the reasoning behind consumer &41+*,)% &+.% &(&-#+#!!% 04% EFG% &+.%
behaviors of the target purchases and store preferences. /0<9#,*,0-!% &<0+@% CD>JK% )#&->0'.%
%N*!*,#.%CO%EFG%!,0-#!%&+.%/0<9#,*,0-%% females.
Learn the target’s shopping behavior and the stores on the East and West Coast to Interacted with JCP customer service
%% 4&/,0-!%,"&,%*+M2#+/#%*, ascertain similarities and differences and sales associates in-store and Conducted content analyses of JCP
between store environments, sales online to gauge JCP’s treatment of and competitor social networking
Recognize the target's perceptions of and and promotions, and customer customers. sites, such as Facebook, Twitter,
attitudes about the JCP brand service. and YouTube, to cohesively identify
Hosted a nationwide survey that popular trends and preexisting
B+1',-&,#.% 0+'*+#% /0<<2+*,*#!% 8*&% garnered responses from 6,689 notions of department store brand
blogs, message boards, and chat participants to examine our target’s attitudes.
room groups to discern perceptions personalities, shopping mentalities,
of the department store industry and lifestyles, values, and perceptions
their brands. of JCP and other department and
;02,*32#%!,0-#!:
L=&<*+#.% 9-01'#!% 04% 02-% ,&-@#,% 0+%
online dating sites such as eharmony.
com and match.com to understand
and categorize how women portray
themselves through online social
media.
6

7. cultural climate
What We Want, Multi-Sensory Media The Recovering Economy
When We Want It The economic crisis is causing many Americans
R%<*''*0+%*G&.!%(#-#%;02@",%(*,"*+%,"#%1-!,%%%%
Facebook has <0-#%,"&+%DOO%<*''*0+%&/,*8#%2!#-! to postpone some major life decisions, including
%%%%%%%%CS%.&)!%0+%,"#%<&-6#,:%
having children, getting married, and getting a
-Steve Jobs
divorce.
B+%Q2@2!,%CORO7%&99-0=*<&,#')%TDU%04%V:A:
Twitter '0@!%&+%&8#-&@#%04%DD%<*''*0+%,(##,!%.&*') mobile devices featured touchscreen input. of all Americans describe themselves as "the
- Millenial Media kind of person who always looks for ways to
%%%%%KOU%04%,*<#%0+'*+#%*+%,"#%V:A:%*!%!9#+,%%%%%% save money."
social networking, playing games, B+%E&+2&-)%CORR7%2!#-!%!9#+,%&+%&8#-&@#% -Nielsen
blogging, and emailing.
Corporate Social Responsibility
of 667 minutes using smartphone
applications.
Zynga, maker of social networking -Wireless Intelligence
games Farmville and Cityville, raised
2/5
BP's brand satisfaction score plummeted from
%%%%%XR%<*''*0+%,0%.0+&,#%,0%,!2+&<*%-#'*#4%*+%% U.S. households will have a RW:R%,0%>RJ:W%*+%,"#%,(0%<0+,"!%40''0(*+@%,"#%0*'%
Japan within 36 hours. JP>IN%;)%CORK: !9*''%.*!&!,#-7%-#M#/,*+@%&%+#@&,*8#%9#-/#9,*0+%
-Nielsen -IMS Research of BP’s lacking corporate responsibility and
honesty.
-BrandIndex
The Organic Connection
Cultural Takeaway
Q!%04%A#9,#<;#-%CORO7%<0-#%,"&+%J7OOO%
photos were uploaded and shared per
minute to Flickr.
Enhanced social connections through technology has made individuals
-Flickr
hyper-connected.
DOU%04%Q<#-*/&+%B+,#-+#,%2!#-!%&-#%
%%%%%WRU%04%<0;*'#%9"0+#%2!#-!%6##9%,"#*-%% Entertainment is becoming an interactive and multi-sensory experience, with
expected to contribute to UGC.
%%%%%9"0+#%(*,"*+%&-<$!%-#&/"%CKYZ: technologies such as touchscreens, 3DTV, augmented reality, and webcam-style
-Tech Crunchie
gaming on the rise.
With 3.6 million users, texting is the Q!%04%P#/#<;#-%COOW7
most widely used data application on Open access to multitudes of information creates an environment in which people
the planet. 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.
%%%%%[#,M*=%"&!%08#-%CO%<*''*0+%<#<;#-!%*+%%% of the most popular online
the U.S. and Canada. I#/"+0'0@)% "&!% /-#&,#.% &% +#(% ;-##.% 04% 9&-,*/*9&,0-)% /0+!2<#-!:% L32*99#.% (*,"%
video content was
Time spent viewing video online from social media tools to publicly praise and criticize products and services, consumers
user-generated.
%%%%%"0<#%&+.%(0-6%*+/-#&!#.%;)%KDU%*+%% now demand and expect companies to be transparent, authentic, and honest.
-Flickr
one year.
-Nielsen
7

8. market landscape
Market Landscape Takeaway
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
,"&,%@*8#!%,"#%/0+!2<#-%&+%0-.#-:%%I"#!#%&'*#+&,0-!%'#&8#%&+%09#+%!9&/#%40-%EFG%,0%#<;0.)%,"#%4-*#+.')]%,0+#%04%^&'<&-,%("*'#%<&=*<*?*+@%,"#%!,)'#%&+.%32&'*,)%!,&+.&-.!%04%_&/)$!%,"-02@"%*,!%+#(#!,%
business plan--its fast fashion. JCP must also maximize its strong online presence in order to broadcast JCP’s brand commitment.
8

9. brand essence
BRAND PERSONALITY BRAND EMOTIONS
Strengths: JCP is viewed as being down-to-earth and well-rounded. Strengths: JCP exudes emotions of assuredness and satisfaction.
Threats: JCP lacks the boldness and reliability of Target and Macy’s. Threats: Unlike Target, which is found to be comforting in nature,
JCP is labeled as detached and boring.
9

10. ,&-@#,%9-01'#
Mindset Personality
The Transitionals Confident Self-Expressers
V+'*6#%,"#*-%)02+@#-%/02+,#-9&-,!%("0%.#1+#%,"#<!#'8#!%,"-02@"%;-&+.%*.#+,*,*#!7%,"#!#%(0<#+%&-#%<0-#%/#-,&*+%04%,"#*-%0(+%
%^#% .#1+#% 02-% ,&-@#,% <&-6#,% 04% CD>JK% )#&->0'.% 4#<&'#!% &!% ,"#%
*.#+,*,*#!%&+.%/-#&,*8#')%&!!#<;'#%&!9#/,!%04%,"#%<&,#-*&'%(0-'.%,0%1,%,"#*-%0(+%!#'4>/0+/#9,:
“transitionals.” The transitionals are in a constant state of change,
navigating through adulthood by traversing through pivotal life events
Budget-Conscious Decision-Makers
such as higher education, engagement or marriage, young motherhood,
These women are smart about their spending, prioritizing must-buys and scouting for the best deals. They will, however, indulge
+#(%/&-##-!7%&+.%1-!,>,*<#%"0<#0(+#-!"*9:%`-#32#+,')%9-0<9,#.%,0%
,"#<!#'8#!%*4%,"#)%/0+!*.#-%,"#%32&'*,)%04%&%9-0.2/,7%!#-8*/#7%0-%#=9#-*#+/#%(0-,"("*'#:%
make important decisions, the transitionals alternate between feelings
of accomplishment and feelings of insecurity. While in the prime years
Ambitious Multi-Taskers
04% ,"#*-% '*8#!7% ,"#% ,-&+!*,*0+&'!% 4#&-% ,"#% JO>)#&->0'.% <*'#!,0+#% &+.%
I"*!%.#<0@-&9"*/%*!%.-*8#+%,0%!2//##.%*+%&''%&-#&!%04%,"#*-%'*8#!7%*+/'2.*+@%,"#*-%4&<*'*#!7%/&-##-!7%9#-!0+&'%1,+#!!7%&+.%"#&',":%
;#)0+.7%("*/"%,0%,"#<%!*@+*1#!%'#!!%,*<#%&+.%4#(#-%0990-,2+*,*#!%,0%
Although they fear failure, they set high short-term and long-term goals, aiming only for the best.
actualize their life goals and make their mark on the world. Despite
their insecurities, the transitionals steer their own course with youthful
Tech-Savvy Connectors
#+#-@)%&+.%*+40-<#.%&<;*,*0+7%&.09,*+@%<2',*9'#%-0'#!%&+.%&/32*-*+@%
To actively maintain relationships with close friends and family, these women embrace emerging social media in all of its forms.
,"#*-% 0(+% ;#'0+@*+@!% ,"&,% 1,% ,"#*-% !9#/*1/% 9#-!0+&'*,*#!7% 8&'2#!7% &+.%
I"#)%&-#%&%9&-,%04%,"#%1-!,%@#+#-&,*0+%,0%/0<9-#"#+!*8#')%2!#%*+,#-+#,7%<0;*'#7%,#'#8*!*0+7%&+.%-&.*0%,0%!,&)%29>,0>.&,#%0+%/2--#+,%
lifestyles. Above all, the transitionals desire a sense of authenticity and
events and entertainment.
!#'4>(0-,"7%!,-*8*+@%,0%;#%/0<40-,&;'#%*+%,"#*-%0(+%!6*+7%/0+1.#+,%*+%,"#*-%
decisions, and to be taken seriously by others.
Perpetual Planners
[#&-*+@%0-%!2-9&!!*+@%,"#%JO>)#&->0'.%<&-67%,"#!#%(0<#+%4##'%,"#%9-#!!2-#%,0%&/"*#8#%&+.%!2//##.%("*'#%&80*.*+@%/0!,')%<*!,&6#!:%
Thus, they plan far ahead and evaluate multiple possibilities to ensure that they are making the best decisions.
Pivotal Life Transitions
Intimate Relationships Motherhood Home Ownership Higher Education Early Career
The average age for a woman to get The average age for females to I"#% &8#-&@#% &@#% 40-% &% 1-!,>,*<#% B+% COOS7% KTU% 04% 4#<&'#!% CD>JK% % B+% COOS7% &<0+@% (0<#+% CD>
<&--*#.%40-%"#-%1-!,%,*<#%*!%CT7%&+.%,"#% "&8#%,"#*-%1-!,%;&;)%*!%CD: home buyer is 34. received a college-level education, JK7% ZK:DU% (#-#% '&;0->40-/#% %
average age for remarriage is 34. /0<9&-#.%,0%JZU%04%<&'#!%CD>JK: participants. - National Institute of
Q99-0=*<&,#')%DKU%04%4#<&'#!%&@#.% Q;02,% CRU% 04% ,"#% KO% <*''*0+% CD> Labor Relations
CKU% 04% (0<#+% &@#.% CD>JK% &-#% % CD>CW% &+.% ZJU% 04% 4#<&'#!% &@#.% 34 year-olds in the United States The most popular Master’s
/0"&;*,*+@7% /0<9&-#.% ,0% CCU% 04% JO>JK% "&8#% /"*'.-#+:% Q;02,% "&'4% 04% <08#.%*+%COOW7%("*/"%&//02+,!%40-% Degrees for women are Business B+%-#/#+,%)#&-!7%(0<#+%CD>JK%"&8#%
(0<#+%&@#.%JD>JW:% ,"#!#%(0<#+%"&8#%R%0-%C%/"*'.-#+:% &;02,%RYJ%04%&''%<08#!%*+%+&,*0+(*.#: Administration, Education and shown the biggest career growth of
Social Work. any group in the world. -Suzanne
`0-% (0<#+% &@#.% CD>JK7% KWU% &-#% _0,"#-!% &@#.% CD>JK% /0+!,*,2,#.% B+% CORO7% JWU% 04% CD>JK% )#&->0'.!% F0'.4#&,"#-7%/'0!#C'08#:/0<
married college graduates, com- ROU% 04% ,"#% ,0,&'% 4#<&'#% 9092'&,*0+% were living with their parents while I"#%<0!,%9092'&-%P0/,0-&,#%Y%
9&-#.%,0%DRU%04%<&--*#.%+0+>/0''#@#% &@#.%CD%)#&-!%0-%0'.#-%*+%COOS:% KJU%(#-#%'*8*+@%*+%,"#*-%0(+%"0<#!:% Professional Degrees for Women account for slightly less
graduates. women are Law, Medicine (MD) and than half of all pharmacists in the
Pharmacy. V:A:%&+.%#&-+%&;02,%SDU%&!%<2/"%
as their male colleagues.
RO

11. ,&-@#,%9-01'#
Target Profile Takeaway
Despite leading busy lives, Transitionals are able JCP must establish an engaging, reliable,
to stay one step ahead of the game with the help and accessible brand personality that
of technology. They know what they want and invites rather than forces participation in
what they’re doing. It’s JCP’s job to support them. order to meet our target’s expectations.
RR

12. brand strategy & positioning
^*,"%*+!*@",!%4-0<%,"#%/2',2-&'%/'*<&,#7%<&-6#,%'&+.!/&9#7%;-&+.%#!!#+/#7%&+.%,&-@#,%9-01'#%!#/,*0+!7%
we were able to build an effective brand position and strategy for JCPenney.
The Tone First and foremost, JCP must:
Develop an emotional connection that accurately portrays JCP’s philosophy and values.
%% %L!,&;'*!"%&%2+*32#%9#-!0+&'*,)%,"&,%*!%-#'&,&;'#%,0%CD>JK%)#&->0'.%(0<#+:
The Big Idea In order to establish a stronger connection and personality, JCP will
showcase its most relevant quality — its practical understanding of each
woman’s individuality. JCP will show that it is both reliable and accessible
to all women in our demographic by:
Consistently highlighting the importance of the individual consumer through ad executions.
Maintaining an honest and dependable relationship with consumers based on their
individual needs.
The How The campaign will leverage JCP by connecting to the transitionals.
JCP will display their understanding of the Transitionals’ pivotal life
stages by:
a*8*+@%,"#<%,"#%32*+,#!!#+,*&'%-#,&*'%09,*0+!%,"&,%,"#)%+##.%,0%!2990-,%,"#<%,"-02@"%
times 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.
RC

13. creative strategy &
executions

14. creative strategy
The Big Idea: “You’re on your way.”
Concept: “You’re on your way,” is a positive maxim
The voice – JCPenney. -#M#/,*+@%0+%,"#%2+*8#-!&'%.*-#/,*0+%&+.%
The subject – You. motivation that the Transitionals embark on, no
matter what their stage in life may be.
Allowing JCPenney as a brand to participate in
and supplement the demographic's very real and JCP focuses on the core values of honesty,
personal life transitions. reliability and ease of service.
Look: The goal is simple. JCP
customers must realize that JCP
Real. Organic. Quick, unaltered cares about their individuality
glances into real people’s lives. and uniqueness in the various
roles they perform.
Tone: While other retail competitors may focus on
Supportive. Reassuring. Heartfelt. pushing a certain style or identity on their
/'*#+,#'#7%EFG%#<;-&/#!%,"#%2+*32#%8&-*&,*0+%
JCP products are made for real people and the within the target demographic in terms of style,
imperfect world they occupy. Their lives do not follow aspirations, and personal needs.
a predetermined or linear path, and each individual
makes the ups and downs uniquely their own. B+%,*<#!%04%!,-#!!%&+.%*+&.#32&/)7%,"*!%29'*4,*+@%
JCPenney celebrates these distinct paths rather than &41-<&,*0+%(*''%!#-8#%&!%&%-#<*+.#-%04%&%(0<&+$!%
imposing their own pre-packaged vision of who these innermost perception that she is on her way.
women should be.
RK

15. executions
TV Spot:
“One Dress Fits All”
DELIVERABLES
The progression of a single JCP dress throughout the many
stages of a woman’s life. A heartwarming look at how the
small things have such tremendous meaning in our lives.
A"0,%4-0<%,"#%1-!,%9#-!0+%9#-!9#/,*8#%*+%!"0-,%/'*9!%(*,"02,%
words.
SUBSTANTIATION
JCP will show that they understand the realistic role that
clothes play in a woman’s 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
%b41/*&'% /&<9&*@+% '&2+/"% .&,#c% SK,"% Q++2&'% Q/&.#<)%
Q(&-.!:%JO>!#/0+.%!90,!%0+c%SK,"%Q++2&'%Q/&.#<)%Q(&-.!d%
network shows-The Bachelor, Dancing with the Stars,
_0.#-+%`&<*')7%P#!9#-&,#%e02!#(*8#!d%/&;'#%!"0(!>%IfF$!%
Say Yes to the Dress, Lifetime’s Project Runway, and Bravo’s
g#&'%e02!#(*8#!%4-&+/"*!#d%&%8*.#0%!,-#&<*+@%&.%40-%,"#!#%
programs on Hulu.com, Pandora.com, and the network
websites.
RD

16. online presence
Web/TV: “You Made It” Web: Youreonyourway.com
DELIVERABLES DELIVERABLES
“I’m on my way to the mountains...to a big JCP’s landing page will be transformed into
interview...to parenthood.” JCP website visitors an open-ended search tool where women can
can use their own self-shot videos with a provided explore JCP’s offerings in a whole new way.
template to make a professionally produced video Type anything: “cocktail party,” “black and gray,”
shareable anywhere online. A collection of the “interview.” The results: cocktail dresses and
best clips will air in a commercial on New Year’s "0!,#!!%@*4,!7%*,#<!%,&*'0-#.%,0%,"&,%!9#/*1/%/0'0-%
Eve with the added message: “You made it.” /0<;*+&,*0+7%&+.%02,1,!%,0%*<9-#!!%&+%*+,#-8*#(#-%
accompanied by a blog post for great interview
SUBSTANTIATION tips. With this new organic search tool, JCP will
This UGC commercial is made for our customers 044#-% ,"#% 9#-4#/,% 02,1,7% @*4,7% 0-% &.8*/#% 40-% &+)%
by our customers and lets anyone and everyone occasion.
become involved with the JCP “You’re On Your
Way” campaign, fostering a connection with the SUBSTANTIATION
brand. Sometimes people don’t know exactly what they’re
searching for. JCP’s new search page will offer a
PLACEMENT distinct and innovative search option where not
Call for video submissions on campaign site every result is a product to be bought. JCP wants
beginning on launch date. Airing on the last week to help their customers get exactly what they need.
04% #&/"% <0+,"% 0+% TJ7OOOh% .*@*,&'% 02,>04>"0<#%
!/-##+!%*+%CO%<&H0-%/*,*#!:%%f0/&,*0+!%04%!/-##+!% PLACEMENT
*+/'2.#% -#!,&2-&+,!7% ;&-!7% "#&',"% /'2;!7% 041/#% On JCPenney.com from beginning to end of
;2*'.*+@!7%@&!%!,&,*0+!7%&+.%,&=*%/&;!:%%Q%1+&'%IN% campaign cycle.
commercial broadcast during Dick Clark’s New
Year’s Rockin’ Eve.
RT

17. online presence
Partnership: Norah Jones Web: “Making A Mend” Facebook: Virtual Style Facebook: My JCP
DELIVERABLES DELIVERABLES DELIVERABLES DELIVERABLES
Don’t throw away that coffee-stained Every woman has goals (what they are F2!,0<#-!% (*''% /-#&,#% 2+*32#% 02,1,!% In the My JCP game on Facebook, users
shirt. Instead, pull up JCP M.D. on your ultimately “on their way” to) and JCP wants 0+'*+#% *+% EFG$!% N*-,2&'% b2,1,% F-#&,0-% will build and manage their own JCP store.
'&9,09% 0-% (#;>#+&;'#.% 9"0+#% ,0% 1+.% ,"#% to hear about them via personal videos that complement each week’s featured Players stock their virtual departments
right diagnosis for whatever is ailing your or narratives on JCP.com. Shoppers will 9*#/#% 04% /'0,"*+@:% I"#% ,09% ROO% 02,1,!% (*''% from an up-to-date selection of JCP items.
apparel. Learn how to sew a button, hem be able to browse these posts and vote be displayed on the JCP Facebook page As game players successfully reach to
a pant leg, or even turn that old skirt into on their favorites. Every three months the &+.% !"099#-!% (*''% ;-0(!#% 02,1,!% ,0% 80,#% higher levels, they will expand their store
something completely new. highest ranked post will be used by Norah for their favorite by “liking” it. At the end to include more departments and items.
Jones as inspiration for a new single. 04% #&/"% (##67% ,"#% 9#-!0+% ("0!#% 02,1,% Aside from enjoying this social game on
SUBSTANTIATION receives the most “likes” will be deemed a its own, our demographic will be excited to
%i)% #+/02-&@*+@% /2!,0<#-!% ,0% 1=% !<&''% SUBSTANTIATION JCP Fashionista and will receive the entire (*+%&%-#(&-.!%/0290+%40-%#8#-)%18#%'#8#'!%
9-0;'#<!% &+.% ,0% 1+.% +#(% 2!#!% 40-% The Norah Jones partnership ensures that 02,1,%40-%4-##:%b,"#-%/2!,0<#-!%(*''%-&/#%,0% played.
their clothes, JCP shows that they’re customers feel recognized by JCP. The ;#% 0+#% 04% ,"#% 1-!,% DOO% 9#09'#% ,0% ;2)% ,"#%
not about throwaway fashion. Having contest encourages consumer participation /0<9'#,#% (*++*+@% 02,1,% &,% &% .*!/02+,#.% SUBSTANTIATION
a retailer encourage customers to not &+.%*+,#-&/,*0+%&+.%;00!,!%0+'*+#%,-&41/%40-% price. Women in our demographic age group
always buy something new will show a our tech-savvy demographic, but above all &-#% ,"#% <0!,% 4-#32#+,% !0/*&'% <#.*&% @&<#%
stark difference between JCP and other radiates warmth and positivity. SUBSTANTIATION players, so sponsoring a Facebook game
companies and will show that JCP really Online shopping becomes fun and is an effective and engaging way to connect
understands the lives of their money- PLACEMENT engaging when customers visualize and with them. Also, incorporating actual JCP
conscious demographic. Call for submissions on campaign site .#!*@+% 02,1,!% /#+,#-#.% &-02+.% &% !9#/*1/% items will showcase what’s on trend and
beginning on launch date and lasting until article of clothing. With enticing discounts, encourage users to purchase them from
PLACEMENT the end of the campaign. Four singles will the many online shoppers in our JCP.
Videos will be uploaded to the JCP be released on iTunes. demographic will check back throughout
YouTube channel and displayed on the ,"#%(##6%,0%!##%("*/"%EFG%02,1,!%&-#%<0!,% PLACEMENT
campaign site throughout the campaign popular. Available on Facebook starting on launch
cycle beginning from launch date. date.
PLACEMENT
Available on JCPenney.com and Facebook
starting from launch date.
RZ

18. online presence
Web: As Seen on TV Web: Banner Ads
DELIVERABLES DELIVERABLES
“Puppy Love,” a web series created by a former writer of “Sex and the City,” focuses I"*!%2+*32#%;&++#-%&.%#=9#-*#+/#%(*''%2,*'*?#%/&/"#%!#&-/"%"*!,0-)%&+.%/006*#!%
on women struggling in relationships with men due to their relationships with their to target consumers based on past searches related to JCP merchandise.
dogs. JCP will provide the entire wardrobe for the web series, including clothing, Multiple banners on a single page will depict models showcasing one particular
jewelry, and other accessories. The female characters (whom our demographic can item that the consumer has shown interest in, like a little black dress.
-#'&,#%,0j%(*''%!"09%40-%02,1,!%40-%,"#*-%.&,#!%*+%&%EFG%!,0-#7%#&/"%(0<&+%1+.*+@%,"#%
9#-4#/,%02,1,%40-%"#-%!9#/*1/%,&!,#: SUBSTANTIATION
An important part of building JCP’s brand image is connecting to tech-savvy
SUBSTANTIATION (0<#+:% I"*!% ;&++#-%&.% /&,#-!%,0% #&/"% /0+!2<#-$!%2+*32#% 9-#4#-#+/#!%*+% &%
There is already an established audience that follows Amy Harris’ work. As she fresh, engaging style that says, “JCP is not about cookie-cutter fashion. JCP
makes the transition from “Sex and the City,” which still remains an extremely emphasizes beauty through individuality.”
popular series for our demographic, a great way to reach Ms. Harris’ established
audience will be through product placement in “Puppy Love.” PLACEMENT
Placed on popular websites including Pandora, Amazon, YouTube, Perez
PLACEMENT e*',0+7%G0@07%i*@%`*!"%a&<#!7%&+.%_0+!,#-%4-0<%!,&-,%,0%1+*!"%04%/&<9&*@+%
%I(0%(#;*!0.#!%,0%;#%&*-#.%0+%e2'2:/0<%*+%#&-')%[08#<;#-%CORC: cycle.
RS

19. print
Magazine Ad: “Adaptive Apparel” Magazine Ad: “Flip Out”
DELIVERABLES DELIVERABLES
Today’s woman is capable of taking on diverse roles within a single day. This %Q,%1-!,%@'&+/#%,"#%(0<&+%*+%,"*!%9-*+,%&.%*!%(#&-*+@%4#&,2-#.%*,#<!%k'*6#%
magazine and iPad-compatible advertisement illustrates JCP’s potential for the Worthington Lace Trim Cami and a.n.a. Destructed Straight Leg
accommodating the multiple roles that individual women juggle. E#&+!j7%;2,%;)%M*99*+@%,"-02@"%,"#%08#-'&)!%40-%,"#%,09!%&+.%;0,,0<!7%
(0<#+%(*''%;#%&;'#%,0%/-#&,#%29%,0%!*=,##+%02,1,%/0<;*+&,*0+!:
SUBSTANTIATION
Women work by day, socialize by night, and spend time at home in-between. SUBSTANTIATION
JCP understands this and can assist these women in meeting these overlapping, Real fashion is fashion the way you would really wear it, not just the
yet distinct, daily roles. single permutation often offered in magazine ads. This fun, dynamic
Our Quick Response
9-*+,%&.%(*''%/&,/"%)02-%#)#%&+.%&''0(%)02%,0%.#!*@+%&+%02,1,%)02-%(&):]
Code will accompy
PLACEMENT
all print ads and
Monthly ads in entertainment, fashion, bridal, and parenting print and iPad PLACEMENT
direct viewers to
magazines, including InStyle, People, People StyleWatch, Lucky Magazine, Seasonal inserts in fashion magazines including InStyle, People
youreonyourway.com.
Elle, Brides, Fit Pregnancy, and Parenting. StyleWatch, Elle, and Lucky Magazine.
RW

20. in-store experiences
In-store: “Role Models” In-store: “Collective Closet” Mobile: Shopping Zone
DELIVERABLES DELIVERABLES DELIVERABLES
Q,% !#'#/,% EFG% !,0-#!7% '*8#% <&++#32*+!% (*''% !"0(/&!#% +#(% Clothing displayed in-store will be showcased as closets customized JCP will send deals to customers as they walk into
products and trends in a surprising and authentic way. Each by featured designers, sponsored personalities, and winners of stores by using ShopAlerts by PlaceCast to send
window display will show real women in different roles and the different JCP online fashion contests. Closets will display JCP SMS coupons to customers who opt into the system.
settings, such as a woman enjoying coffee with her friends or a items along with personal touches from the curator such as framed No spam will be sent at any time, just coupons and
professional woman on her way to work. photographs, favorite movie posters or paintings, fashion sketches, deals.
or other inspiration.
SUBSTANTIATION SUBSTANTIATION
Women will take notice of these live, eye-catching window SUBSTANTIATION Though women don’t want to be out of the loop, they
.*!9'&)!:% A,0-#% <&++#32*+!% &-#% !,&-6% &+.% '*4#'#!!7% !0% ;)% Giving JCP customers a peek into the closet of a notable person will don’t want their attention grabbed at inconvenient
showcasing real women wearing real JCP clothing, we will increase brand interest while emphasizing the campaign’s message times. By using the ShopAlerts system, JCP will
demonstrate that JCP itself suits the real, modern woman. of individuality and realism. The displays will take JCP’s interactive interact directly with customers with information that
virtual forum to a more personal level, generating interest in pre- is timely and relevant to where they are.
PLACEMENT existing online contests and the JCP blog and choosing famous
A"0(/&!#.% *+% CO% EFG% !,0-#!% *+% ,"#% +&,*0+$!% '&-@#!,% /*,*#!% personalities will also engage their fans within our target market. PLACEMENT
right before the launch date, Mother’s Day, Black Friday, and Accessible by any phone capable of SMS messaging.
F"-*!,<&!Ye&+266&": PLACEMENT Geofence GPS technology will be placed in JCP stores
Different closet design displayed on rotating basis throughout the nationwide beginning from the launch date.
campaign cycle in JCP stores nationwide.
CO

21. on the go
App: QR Code Scanner Billboard: “Tra c Trends” Radio Spot: “Fine-Tuned”
Sample Script
“Right now, you’re probably on your way
to the Chargers game. I bet you already have
your cooler, team jersey, and foam finger, but are
you prepared for the after game? JCP’s got you
covered for everything you need to recover from
3 hours of cheering, including luxurious Pacific
Coast® pillows, Adidas sweatpants, and if you’re
feeling a particularly intense post-win high,
leather massage chairs. JCP is here for you after
but for now, you’re on your way.”
DELIVERABLES DELIVERABLES DELIVERABLES
A mobile application designed for our on-the-go, “I Women today are always driving somewhere, and driving A series of radio ads will target local audiences heading to big events
check my email while in line at Starbucks” type of is boring. With a dynamic, car-sensitive billboard, drivers in their area. Families driving to “the big game” will hear that JCP sells
woman. This is a barcode scanner, wish-list generator, themselves will change the image on the billboard simply by coolers, tail gate chairs, and team jerseys. Other people on their way to
total price calculator, inventory checker, store directory, passing an infrared sensor. The billboard features several a big local marathon will hear about JCP’s workout clothes and running
&+.%02,1,%@2-2%&''%*+%)02-%90/6#,:%^#%/2,%,"#%"&!!'#%&+.% women modeling JCP’s latest fashions. As cars speed past shoes. The spot would also describe a contest in which people will bring
complication of so many other apps and created an the sensors the corresponding lane’s clothing will change their event tickets to their local JCP to enter a drawing for a chance to
intuitive, natural, and easy-to-use tool. -&9*.')%,"-02@"%!#8#-&'%02,1,%09,*0+!7%/-#&,*+@%&%-"),"<*/%&+.% win items mentioned in the radio spot.
energetic ad.
SUBSTANTIATION SUBSTANTIATION
JCP already has a well-developed and renowned app as SUBSTANTIATION %i)%&/6+0('#.@*+@%,"#%!9#/*1/%#8#+,!%9#09'#%<&)%;#%0+%,"#*-%(&)%
well as in-store interactive kiosks, but they are missing key Whether they are the lone driver going home late at night or one to, it creates an emotional connection to our demographic.
functions that much of our demographic wants. The JCP of many commuters passing during rush hour, each driver will
Pocket Kiosk includes everything they need and nothing *+.*8*.2&'')%*<9&/,%,"#%;*'';0&-.$!%*<&@#:%B+%,"#%02,1,!%!"0(+7% PLACEMENT
they don’t. JCP’s modern styles will be showcased in an exciting fashion. A,&,*0+!% 9'&)*+@% "*,!% 4-0<% ,"#% SO$!7% WO$!7% COOO$!7% &+.% ,0.&):% Q*-#.%
.2-*+@%9#&6%,-&41/%&+.%&4,#-%,&-@#,#.%'0/&'%#8#+,!:%
PLACEMENT PLACEMENT
Available for download on iPad, iPod Touch, and iPhone Beginning on launch date, for every two months, a new In addition to the contest, a series of radio ads will run that emphasize
and Android smartphones starting from launch date. ;-&+.%(*''%;#%4#&,2-#.%0+%COOO%.*@*,&'%;*'';0&-.!%*+%JD%<&H0-% how clothing can play an important role in women’s recollections of
cities. fond memories.
CR

22. events
Event: “Accessible Apparel” Event: “Along For the Ride” Event: “Make a Run For It”
DELIVERABLES DELIVERABLES DELIVERABLES
The JCP On-The-Go Style Trucks will be tightly curated to %e&*'*+@%&%/&;%*!%&'(&)!%&%"&!!'#7%;2,%("#+%,"#%EFG%M##,%04%,&=*!% The JCP Women’s Half-Marathon will give women
include stylish and compatible accessories, shoes, and roam the streets, city-goers will be excited at the prospect of an opportunity to accomplish a self-empowering goal
/'0,"*+@% ,"&,% (*''% "#'9% &//#+,% &+)% 02,1,:% I"#!#% ,-2/6!% (*''% M&@@*+@%.0(+%&%4-##%-*.#:%b+%(##6#+.!%&+.%"0'*.&)!%*+%!#'#/,% while raising money for the Women Helping Women
be parked in business districts, tourist zones, and shopping cities, JCP Cabs will drive around looking for lucky patrons charity. Free training sessions held for participants
districts without a nearby JCP store. Women will also be able who will receive complimentary rides between clubs, bars, and at JCP stores will bolster the participants’ physical
to follow each truck’s updates on Twitter to keep track of its restaurants, helping and surprising people “on their way.” /&9&;*'*,*#!% &+.% /0+1.#+/#:% Q% ;&+32#,% (*''% ;#% "#'.%
next location. the night before the marathon, complete with a dinner,
SUBSTANTIATION !9#&6#-!%4-0<%,"#%/"&-*,)7%&+.%&%-&4M#%,0%9-0<0,#%EFG%
SUBSTANTIATION Targeting a trendy city crowd, complimentary cab rides will merchandise and our healthy-lifestyle sponsors.
I"#!#% <0;*'#% !,0-#!% 044#-% &% 2+*32#% &+.% /0+8#+*#+,% !"099*+@% demonstrate JCP’s desire to make nights out on the town,
#=9#-*#+/#% 40-% (0<#+7% 9#-4#/,% 40-% &% 32*/6% !"099*+@% ;-#&6:% and life in general, easier and more enjoyable for women SUBSTANTIATION
By only offering select merchandise, shopping becomes everywhere. Creating a city-wide hype, cab-goers will Sponsoring a half-marathon will frame JCP as an
<&+&@#&;'#7%&''0(*+@%40-%32*/6%1+.!:%^0<#+%/&+%9'&+%&"#&.% constantly be on the lookout for the next free ride, keeping altruistic company that inspires and strengthens
to stop at a JCP On-The-Go Style Truck or can spontaneously JCP on everyone’s mind. (0<#+$!% /0+1.#+/#:% I-&*+*+@% !#!!*0+!% (*''% !"0(%
stumble upon one and take a break from their busy day. participants that JCP wants them to develop skills
PLACEMENT needed to successfully complete the race. Completing
PLACEMENT %`0-%0+#%(##6#+.%#&/"%<0+,"7%CO%,&=*!%(*''%,-&8#'%,"-02@"%,"#% &%"&'4%<&-&,"0+%*!%&%!*@+*1/&+,%9#-!0+&'%&/"*#8#<#+,%
B+%,"#%<0+,"%9-*0-%,0%,"#%!,&-,%04%#&/"%!#&!0+7%JO%A,)'#%I-2/6!%(*''% +&,*0+$!%JO%'&-@#!,%/*,*#!: that will leave participants feeling accomplished.
travel through the nation’s largest cities, one per city.
PLACEMENT
Marathon will take place in Denver, CO. Registration
;#@*+!% _&-/"% CORC% &+.% ,"#% #8#+,% (*''% ,&6#% 9'&/#% *+%
September.
CC

23. giveaways
Giveaway: Ellen Giveaway: “Bundle of Joy” Giveaway: “Zip-Flip”
DELIVERABLES DELIVERABLES DELIVERABLES
JCP will host a month-long giveaway on Ellen, the JCP will donate Binky Bags to new mothers in Slipping into a comfy, loose sweater and a pair of
9092'&-%JR>,*<#%L<<)>(*++*+@%,&'6%!"0(:%%G#09'#% maternity wards all across America on Mother’s Day. M*9%M09!%&'(&)!%4##'!%@-#&,:%EFG%@#,!%*,:%B+%02-%l*9>
&/-0!!%,"#%/02+,-)%(*''%+0<*+&,#%,"#%<0!,%*+M2#+,*&'% The JCP Binky Bags include plush blankets, clothing Flip Giveaway, JCP will hand out those comfort items
woman in their lives, and as the nominations are for their newborn, bibs, and colorful toys tucked into simply to make life that much more enjoyable. This
!2;<*,,#.% L''#+% (*''% /"00!#% "#-% I09% CO:% I"#!#% a convenient diaper bag, all of which are available perfect pair of JCP items will be given out during our
!#'#/,#.% (0<#+% (*''% &''% ;#% M0(+% ,0% f:Q:% (*,"% &% at JCP. The kit will also contain the exclusive JCP Along for the Ride event, Bundle of Joy giveaway,
guest, provided with hotel accommodations, ?*9>29%"00.*#%&+.%M*9>M09!%9&/6&@#: and at our JCP Make a Run for It marathon.
featured on the Ellen show, and given a complete
EFG%(&-.-0;#%&'0+@%(*,"%XRO7OOO:% SUBSTANTIATION SUBSTANTIATION
Even with nine months to plan, new mothers may still We want women to know that JCP is here for them,
SUBSTANTIATION feel anxious about the new addition to their family. By whether inside the store or out. This giveaway directly
The Ellen show has elevated itself to become one giving out JCP Binky Bags, we will give new mothers reaches out to JCP customers and is also a great
of the top daytime TV shows in the nation. This a feeling of relief, helping them with their next big way to spread the word about JCP’s commitment
giveaway allows JCP to connect with its audience step into their new role as a mom. to women everywhere. Giving out a sweater and
and reminds them that JCP sees customers as M*9>M09!%!"0(!%,"&,%EFG%*!%.#80,#.%,0%6##9*+@%,"#*-%
2+*32#%*+.*8*.2&'!%(*,"%*<90-,&+,%*.#&!%,0%!"&-#:% PLACEMENT customers comfortable.
%C7DOO% ;&@!% (*''% ;#% .0+&,#.% ,0% "0!9*,&'!% *+% #&/"% 04% ,"#%
PLACEMENT +&,*0+$!%CO%'&-@#!,%/*,*#!%0+%_0,"#-$!%P&):
CO%#9*!0.#!%04%I"#%L''#+%P#a#+#-#!%A"0(%,0%&*-%
in May.
CJ

24. partnerships
TV Spot: “Put a Ring On It” In-Store Partnerships
DELIVERABLES
To build JCP brand awareness and to further provide current JCP customers with the merchandise they love, the following
!,-&,#@*/&'')%/"0!#+%<#-/"&+.*!#%9&-,+#-!"*9!%(*''%@*8#%/2!,0<#-!%4&!"*0+>40-(&-.7%@00.%32&'*,)%9-0.2/,!%&,%,"#%&440-.&;'#%9-*/#%,"&,%
JCP is known for.
PLACEMENT
Launched individually on different holidays in JCP stores nationwide and JCPenney.com.
LULULEMON ATHLETICA SUBSTANTIATION
JCP cares about the health and
happiness of the incredible, superhero-
#!32#% (0<#+% *+% ,"*!% /02+,-):% i)%
Promoting health and happiness, partnering with Lululemon to give the
Lululemon will design affordable, high- gift of yoga, JCP hopes to recognize
DELIVERABLES
32&'*,)7%)0@&>*+!9*-#.%/'0,"*+@%&+.%@#&-% these women for all that they do.
Youthful novelty rings and mood rings are replaced by class rings as
for JCP. To launch the partnership,
she grows older, eventually showcasing a sophisticated Modern Bride
engagement ring. Nostalgic and emotional, this spot acknowledges the
JCPs across the country will host PLACEMENT
complimentary, in-store yoga lessons Lululemon activewear will be available in
importance of all the stages of a woman’s life and and promotes one
during the summer leading up to the JCP stores nationwide and JCPenney.
9&-,*/2'&-')%42+.&<#+,&'%!,&@#c%"#-%<&--*&@#:%A"0,%4-0<%,"#%1-!,%9#-!0+%
JCP Women’s Half-Marathon in the /0<%;#@*++*+@%E2+#%CORC:%%m0@&%!#!!*0+!%
perspective in short clips without words.
fall. Women will enjoy the physical and (*''% &'!0% ;#@*+% *+% E2+#% CORC% *+% DOO% EFG%
#<0,*0+&'% ;#+#1,!% 04% )0@&% ,"&,% EFG% locations across the country and continue
SUBSTANTIATION
help provide. on a bi-monthly basis for three months.
g#!#&-/"% !"0(!% ,"&,% TDU% 04% ;-*.#!% @*8#% .*-#/,% *+92,% 40-% ,"#*-%
engagement rings, revealing that women place great importance
in selecting the rings that symbolize the love in their lives. Creating DAVID YURMAN KATE SPADE CRATE&BARREL
an emotional connection between potential brides and the Modern
Bride collection is essential so that Modern Bride rings will shine on
,"#*-%1+@#-!%40-%)#&-!%,0%/0<#:
This partnership will provide shoppers Known for its upscale and contemporary
PLACEMENT with affordable jewelry from a high-end Kate Spade, known for its colorful, style of home items, Crate & Barrel is
Network shows-The Bachelor, Dancing with the Stars, Modern designer with classic American style. cheerful designs, will infuse JCP’s the perfect home store collaboration for
`&<*')7% P#!9#-&,#% e02!#(*8#!d% /&;'#% !"0(!>% IfF$!% A&)% m#!% To further JCP’s already established handbag collection with a fun and JCP, providing customers with affordable
to the Dress, Lifetime’s Project Runway, and Bravo’s Real Modern Bride concept, David Yurman modern twist. A label many women yet stylish home items to match their
e02!#(*8#!%4-&+/"*!#d%&%8*.#0%!,-#&<*+@%&.%40-%,"#!#%9-0@-&<!% engagement rings are an elegant but &.<*-#% (*''% 1+&'')% ;#% &% -#&!0+&;'#% &+.% lifestyles.
on Hulu.com and the network websites. affordable option. affordable option.
CK

25. partnerships
Blog Partnerships
To connect with our tech-savy demographic, JCP will partner with CORPORETTE
MICHAEL KORS 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 %EFG% (*''% 9&-,+#-% (*,"% (-*,#-% n&,% a-*41+% 4-0<% F0-90-#,,#:/0<% ,0%
reach out to hardworking professionals in our demographic. This
partnership will engage our demographic through blogs, vlogs, and
*+>!,0-#% (0-6!"09!7% 2!*+@% 02,1,!% &+.% &//#!!0-*#!% 4-0<% ,"#% EFG%
catalog to promote JCP’s professional apparel.
Michael Kors is synonymous with classic,
clean style. JCP’s collaboration with Michael KANDEE JOHNSON
Kors will give customers the option to
purchase timeless Michael Kors pieces at an
incredible price. Gwenyth Paltrow’s blog, GOOP, embodies important aspects of a
well-rounded woman’s lifestyle. A new section on GOOP called JCP’s
Savvy Spender will promote a variety of JCP items, while Gwyneth’s
Picks on the JCP website will feature products chosen by Ms. Paltrow. Kandee Johnson, a mother of four whom our demographic can
TORY BURCH
relate to and trust, uses YouTube to showcase her expertise about
PIONEER WOMAN "&*-7%<&6#297%&+.%4&!"*0+:%n&+.##%(*''%/-#&,#%&%!#,%04%18#%8*.#0!%
for JCP with accompanying blog posts to showcase JCP’s variety
of fashion-forward products and services.
MONEY SAVING MOM
JCP will partner up with Tory Burch to create
"#-%1-!,%#8#-%;#..*+@%'*+#%,0%;#%!0'.%#=/'2!*8#')%
On her blog, thepioneerwoman.com, Ree Drummond chronicles her b2-% 9&-,+#-!"*9% (*,"% .#&'>1+.*+@% /0++0*!!#2-% F-)!,&'% G&*+#% 04%
through JCP. Her fresh prints will attract young
life as a rancher’s wife and mother of four. With sections dedicated MoneySavingMom.com will include a JCP Deals of the Day tab on
members of our demographic who are looking
to everything from home decorating to cooking, she keeps readers "#-%(#;!*,#%,0%4#&,2-#%EFG%*,#<!$%@-#&,%9-*/#%&+.%32&'*,):%I0%#+@&@#%
for a more contemporary style.
&<2!#.% (*,"% "#-% 2+*32#% 9#-!9#/,*8#:% % EFG% (*''% !90+!0-% 9-0.2/,% budget-conscious shoppers, a “share” button will be available for
reviews and giveaways related to each section. women so they can suggest items to friends in their social networks.
CD

26. media plan

27. media objectives and strategies
Reach/
Target Frequency Geography Timing Creative
Objective: Objective: Objective: Objective: Objective:
Turn JCP into a lovemark g#&/"%ZDU%04%,"#%,&-@#,% Establish brand contact Utilize various schedules Provide the best situational
and premier shopping audience with the effective with target markets that to strategically launch and context and frame of
destination among 4-#32#+/)%04%Z:% are likely to have access to propagate executions through mind for our target to
CD>JK>)#&->0'.%4#<&'#!: JCP. the campaign cycle across understand the creative
message, which illustrates
Strategy: multiple media platforms.
EFG$!%2+*32#%+&--&,*8#%
Strategy: Strategy:
Use a diverse set of Strategy: and distinctive value over
competitors.
Create and deepen the traditional and emerging Utilize a combination of
cognitive-emotional media to achieve the national and local media Continue JCP’s tradition of
connection between the 09,*<&'%-#&/">,0>4-#32#+/)% to capture both broad and launching creative during Strategy:
target and JCP at all ratio among our highly niche markets. Dedicate the 84th Annual Academy
customer touch points. segmented target extra communicative Awards--the “Women’s V,*'*?#%!9#/*1/%<#.*&%
Enhance existing and audience. Select media efforts to metropolitan Superbowl”. Take advantage &',#-+&,*8#!%,"&,%-#M#/,%,"#%
generate new points of vehicles that correspond areas where the target is of spikes in target spending mobile and transitional core
contact that highlight JCP highly with the target’s especially concentrated behavior during holiday of the “You’re on your way”
as the solution to the media consumption habits. and JCP is a highly- and shopping seasons campaign.
target’s particular wants considered and accessible ,"-02@"%M*@",*+@%&+.%92'!*+@%
and needs. retail choice. schedules while maintaining
a stable brand presence
through continuous and
blinkering schedules.
Consider target’s lives as
opportunities to establish
brand relevancy.
CZ

28. campaign calendar & budget
CS

29. media rationale
TV + Online Video Streaming Keywords Search
Commercial ads will air during both traditional programming, allowing for high impact Google, Yahoo, and Bing are the top three search engines in the nation. Our tech-
and reach to broad audiences, as well as online video streaming, enabling viewers savvy Transitionals utilize search in their everyday web habits. Therefore, advertising
to decide when and where to watch. While commercial ads raise brand awareness through these search engines will help position JCP as a relevant solution in their
and interest, product integration in the webisode series will emphasize JCP’s fashion- search for apparel or home goods.
forward products in an organic and realistic story line.
Web Banner Ads
Digital OOH b2-%,#/">!&88)%.#<0@-&9"*/%!9#+.!%&%!*@+*1/&+,%&<02+,%04%,*<#%0+%,"#%*+,#-+#,:%I"#!#%
Digital out-of-home advertisements will penetrate areas where our demographic consistently banner ads, carefully placed on websites that Transitionals enjoy, will integrate JCP with
!9#+.!%,"#*-%,*<#:%I"*!%*+/'2.#!%-#!,&2-&+,!7%;&-!%&+.%'02+@#!7%041/#%;2*'.*+@!7%"#&',"%/'2;!7% their current interests.
@&!%!,&,*0+!7%<&H0-%4-##(&)!7%,&=*%/&;!7%&+.%"0,#'%'0;;*#!:%b+#%;#+#1,%04%.*@*,&'%&.8#-,*!*+@%
is that each ad can be tailored to the time of day, place, or occasion. Special Events
Live events communicate to costumers that JCP is an uplifting, exciting, and personable
Magazine + iPad brand. These unexpected, new ideas will foster attention and press while showcasing
^#%9'&/#.%02-%9-*+,%&.!%*+%!9#/*1/%<&@&?*+#!%,"&,%&-#%9092'&-%40-%(0<#+%*+%02-%&@#%@-029:% JCP’s concern for their customers’ well-being.
These magazines highlight parenting and affordable fashion, which tie into our campaign’s
down-to-earth tone. Monthly ads will aid in increasing overall brand awareness, while Live Stunts
seasonal inserts will aim to increase sales for spring and fall fashion lines. These stunts grab attention, while simultaneously stimulating interest and generating
buzz about JCP, which helps to establish JCP as a modern, of-the-moment brand.
Radio A/"#.2'#.%&-02+.%<&H0-%!"099*+@%9#-*0.!7%,"#!#%!,2+,!%&*<%,0%*+/-#&!#%,-&41/%*+,0%EFG%
Our demographic is comprised of heavy listeners of radio, and this medium allows us stores.
to reach a large audience, whether they are on their way to work, daycare, or the gym.
I"#%<0!,%9092'&-%!,&,*0+!%!,&,*0+!%&<0+@%4#<&'#!%CD>JK%(#-#%/"0!#+7%&+.%02-%&.!%(*''% Mobile Boutique + Taxis
broadcast during the times these women are most likely to be driving. These events provide face to-face interaction between brand ambassadors and our
,&-@#,%&2.*#+/#%*+%&%2+*32#%!#,,*+@:%%`2-,"#-<0-#7%,"#!#%#8#+,!%;-*+@%&+%#'#<#+,%04%
Mobile novelty, surprise, and added convenience for the target, which helps demonstrate that
Because more and more women in our demographic are using smart phones, our JCP has their best interests at heart.
mobile app will provide convenient functionality to aid in the JCP shopping experience.
We will still ensure the largest reach possible by incorporating an SMS text messaging In-store Displays
9-0@-&<%,0%.-*8#%*+>!,0-#%,-&41/%;)%044#-*+@%#=/'2!*8#%<0;*'#%9-0<0,*0+!:% The in-store closet display adds a personal touch to the in-store JCP shopping
experience. They provide a means for popular designers and personalities to engage
Website enhancements with the target, while also encouraging participation through showcasing the styles of
Because of the important role of search in today’s world, the JCP splash page will be an contest winners.
easy-to-navigate feature for our tech-savvy Transitionals. With the popularity of sharing
content on blogs and social media sites, the participatory nature of the campaign Rewards + Giveaways
microsite will be embraced by our demographic. Giveaways associate JCP with positive feelings of generosity and create an emotional
connection with the consumer. By rewarding women who are embarking on new
Social Media chapters in their lives, JCP demonstrates that it is in touch with the different life stages
The Transitionals have a high rate of engagement with social media. Because of that they are experiencing.
JCP’s extensive group of followers across social media platforms, all executions are
complemented by social media components, which serve as an effective way to keep
these women engaged and interested in JCP.
CW

30. measurements of success & evaluations
Campaign Metrics
^#%(*''%#8&'2&,#%02-%/&<9&*@+%;&!#.%0+%,"#%09#+*+@%04%+#(%0+'*+#%&//02+,!:%i&!#.%0+%02-%-#!#&-/"%&+.%09,*<*?&,*0+!7%(#%#=9#/,%,"&,%40-%#8#-)%XJO%(#%!9#+.%0+%9&*.%<#.*&7%0+#%+#(%&//02+,%(*''%;#%09#+#.:%
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 first 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.
Continuous Maintenance Periodic Maintenance Estimated Cost
Quantitative: Quantitative: 1. Survey:
Search volume of related JCP keywords Online survey featured on JCP’s main site, as well as a link g#&/"%40-%D7OOO%!&<9'#!%&+.%@*8#%02,%DOO%-#(&-.!%XD%#&/"
placed on JCP’s Facebook page DOO%=%XDp%XC7DOO%
B+,#-+#,%F006*#!%,0%*.#+,*4)%(#;%2!#-!%o%4-#32#+/)%04%8*!*,
Conversion rate of consumers due to search Qualitative: 2. Keyword Research
Secret shoppers will account for the success of the in-store V!#%^0-.I-&/6#-%k",,9cYY(((:(0-.,-&/6#-:/0<j7%40-%("*/"%&%
While customers remain loyal, JCP struggles to keep up with the experience. !2;!/-*9,*0+%/0!,!%&99-0=*<&,#')%XCDO%9#-%)#&-:
competition in attracting new customers. Therefore, by observing
the rate of those who are new to the brand and purchase an item, JCP will be able to check for the successful implementation of 3. Secret Shoppers
JCP can see how the brand successfully appeals to a broader the in-store experience. I09%ROO%EFG%!,0-#!%k;&!#.%0+%!&'#!j%+&,*0+(*.#d%EFG%!#+.!%
audience. C%9#09'#%,0%,"#%!,0-#%32&-,#-')%&+.%,"#)%&/,%&!%!#/-#,%!"099#-!%
To assess brand image, we will test for brand recognition and and report how customers shop at JCP for 4 hours each.
Qualitative: perceived values. ROO%!,0-#!%=%C%!#/-#,%!"099#-!%=%K%,*<#!Y)#&-%=%K%"02-!%=%XRDY%
Social Intensity: represents the rate at which social actions occur, "02-%-&,#p%XT7KOO%
such as rating, sharing, blogging, recommending, commenting, JCP will be able to check how the brand has evolved and is
etc. perceived more in line with the image they are trying to project.
Estimated Evaluation Total $9,150
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
JO

31. conclusion
Consumers today are savvier, more demanding, and have more options and choices than ever before. While technology has enabled them to pick and choose
4-0<%<*''*0+!%04%09,*0+!%(*,"%,"#%,02/"%04%&%1+@#-7%+&8*@&,*+@%,"-02@"%,"#%/'2,,#-%/&+%;#%"#/,*/%40-%,"#<:%I"#%,-&+!*,*0+&'%(0<&+%*!%/0+!,&+,')%0+%,"#%@07%*+%<0-#%
(&)!%,"&+%0+#7%&+.%,0%(*+%"#-%-#!9#/,%&+.%#+@&@#<#+,7%&%/0<9&+)%<2!,%.#8#'09%&%2+*32#%&+.%@#+2*+#%/0++#/,*0+%(*,"%"#-:%I"#%;-&+.%,"&,%!9&-6!%,"#%<0!,%
honest conversation and provides the most helpful customer experience, both in-store and online, will be the one she champions.
I"#%/0<9&+)%,"&,%;2*'.!%,"#%;#!,%/0++#/,*0+7%,"#%<0!,%#44#/,*8#%&+.%"0+#!,%-#'&,*0+!"*9%(*,"%#&/"%&+.%#8#-)%0+#%04%*,!%2+*32#%/2!,0<#-!7%(*''%;#/0<#%,"#%
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. “You’re on your way” highlights
EFG#++#)%&!%,"#%<0.#-+%(0<&+$!%9'&/#%,0%!"09%40-%&''%04%"#-%'*4#%,-&+!*,*0+!7%"&!!'#>4-##7%("*'#%/0+!*!,#+,')%.#'*8#-*+@%!,)'#7%32&'*,)7%&+.%&440-.&;*'*,):%%B,$!%&%
-#'&,*0+!"*9%,"&,%'#&8#!%)02%4##'*+@%/0+,#+,7%/0+1.#+,%*+%,"#%92-/"&!#!%)02$8#%<&.#7%&+.%-#&.)%,0%,&/6'#%,"#%-#!,%04%)02-%.&):
JCPenney. You’re on your way.
JR

32. Credits
Account Supervisors Strategic & Media Planning Creative Design
g&32#'%F&!,-0 Lily Berticevich, Editor Kristin Bisely Fredo Chen, Design Director
Sam Milechman Tianna Cisowski Mesa Dobek Gage Nguyen, Layout Manager
Nicole Shamtoob Jennifer Greynald Journey Kan, Visuals Manager Nate Villegas, Second Layout Manager
Eloisa Julio, Strategic Planning Director Aki Kondo Rosalie Yu
Special Thanks to Esther Kim Jacob Masga
Andrea Liao, Media Planning Director, Content Manager Shanley McDonald, Creative Director, Content Manager
Jane Bitar Cathleen Miclat Michael J. Morillo, Copy Manager
Jennifer Noonan, Media Planning Director, Media Budget Manager Jason Owyang
Yina Qiao, Media Planning Director Ali Saldinger, Editor
Jenny Ta, Strategic Planning Director Eva Slusser
Sami Vega Christine Takaichi, Creative Director
Shawn Tharayil
Sources
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_#&+*+@%g#&'')%_&,,#-!c%I"#%_#,f*4#%A,2.)%0+%e0(%G2-90!#%B!%g#/#!!*0+>G-004%&+.%Q@#>G-004:]%_&,2-#%_&-6#,%B+!,*,2,#:%_#,f*4#7%E2')%CORO:%^#;:%RO%_&-:%CORR:
A,&,#%04%,"#%_#.*&%COROc%VA%Q2.*#+/#!%&+.%P#8*/#!:]%I"#%[*#'!0+%F0<9&+)7%+:.:%^#;:%CC%`#;:%CORR:
I"#%g#&'*,)%04%,"#%^0-6*+@%^0<&+c%e#-%B<9&/,%0+%,"#%`#<&'#%I&-@#,%i#)0+.%F0+!2<9,*0+:]%Q.%Q@#%B+!*@",!%^"*,#9&9#-:%Q.%Q@#7%Z%E2+#%CORO:%%^#;:%RO%_&-:%CORR:
I"#%I09%I-#+.!%40-%CORO:]%I"#%[*#'!0+%F0<9&+)7%CC%P#/:%CORO:%^#;:%CC%`#;:%CORR:
JC