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R E I N V E N T I N G E V E R Y D A Y
UNIVERSITY OF OREGON UPSTREAM ADVERTISING
In-store changes
Website redesign
Build6.......................... 6
......................... 8
ExperiencePop-up stores
Flash mobs
JCP ReDiscover
Branded planes
Mall lounges
Branded buses
Sports
Philanthropy
20............................ 20
................................. 21
........................... 21
......................... 22
.............................. 23
.......................... 23
......................................... 24
............................... 25
ConnectTelevision
Print media
iAds
Microsite
Twitter deals
JCP Rewards
Social media
Mobile application
10.................................... 10
............................... 14
............................................ 15
.................................... 16
.............................. 17
.............................. 17
.............................. 18
.................... 19
Identity
Strategy
Audience
.............. 2
............. 3
........... 4
Media Schedule
Media Budget
Conclusion
Credits
.. 26
.... 28
.......... 30
................ 3201
CO
NT
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We believe that JCP’s commitment is to reinventing themselves, their store, and
their brands every day, but our audience doesn’t necessarily believe this. They need to
understand and believe the direction JCP is going. We will illustrate to our audience who
JCP is in 2012. Their perception of JCP is in black and white and we will add the color. We
will knock down the wall that is preventing our audience from seeing JCP’s true identity,
purpose, and commitment.
The campaign will unroll in three stages:
BUILDWe push JCP. We take things JCP is already doing and push them further. We are not
suggesting they change who they are or what they are doing, but rather, we want to help
them do it better.
!"
CONNECTWe transform perceptions. We help our audience make the connection between
JCP and the message. We tell the world, big and powerfully, about JCP’s purpose and
commitment. When our audience thinks JCP, they will think Reinventing Everyday.
EXPERIENCEWe drive the message home. Our audience is inspired by action. It helps them transition
from understanding to believing. The ability to witness what JCP is doing takes Reinventing
Everyday from a claim to a commitment. Interaction with the audience gives the brand a
personality — a personality that makes the message more genuine. The message no longer
just simmers in the audience’s consciousness, it resonates.
JCP is Reinventing Everyday.
02 03IDEN
TIT
YST
RA
TEG
YJCP IS REINVENTING.WE’RE TRANSFORMING PERCEPTIONSAND MOVING FORWARD.WE’RE CHALLENGING THE NOWAND BELIEVING IN SOMETHING BETTER.
REINVENTING IS AN ACTIVE VERB.WE DON’T FOLLOW, WE LEAD. BEYOND THE MALL AND THE FLUORESCENT LIGHTS,WE’RE TAKING WHAT’S BEEN DONEAND MAKING SOMETHING NEW.BECAUSE WE DON’T SETTLE FOR SECOND PLACE.WE’RE RETHINKING RELATIONSHIPS.REINVESTING IN WHERE WE AREAND WHO WE AREEVERY DAY.
IT’S THE EXPERIENCE THAT DEFINES US.IT’S NOT ENOUGH TO TELL WHO WE ARE.
WE MUST SHOW IT.
All sources are cited on page 32.*sees JCPenney as stale and outdated.
After primary research and focus groups, it is apparent that they perceive JCPenney as the same store they visited as a child for back-to-
school shopping. Their current perception lies
between the Saturday Night Live “Mom Jeans”
skit and the reference in Zoolander — “It’s the
Cheryl Ladd collection and I got it at JCPenney.
On sale!”
These aspects lead them to see JCPenney
as a part of nostalgic American culture, causing
them to believe JCPenney is stuck in the past.
They know JCPenney offers affordable style
because they see the discounts in the weekly
ads, yet they don’t always shop there. They
visit specialty stores like J.Crew and Ann Taylor
Loft before they peruse JCPenney’s selection.
Why? Because they don’t believe JCPenney
offers what they want culturally, or in product
selection. This perception is what the campaign must transform — starting by encouraging the use of “JCP” in place of the store’s full name to give a fresh brand image.
61percent are married
85percent of all purchases are
#$%&'$(')"*+",-.'$
54percent have children
33percent are working mothers
Our audience...
They are in different career stages:
They are the fastest growing demographic on social media
networks. They use social media to connect with old friends and
family. The internet is their primary source of entertainment.
women age 25-34 in America20 million
There are
As a whole, they are impulse shoppers who are extremely influenced by branding. The shopping environment and customer service are valued just as much as the merchandise.
56% say they “really enjoy clothes shopping”
62% say they rarely pay full price for clothing
46.5%48.4%22.4%48.0%
are employed full-timeare white-collar workerswork at homesaid they are happy with their job and career
Their lives are heavily scheduled, so time is valuable.
53% of adults age 25-34 have watched a video on YouTube or Hulu in the past week
32% don’t mind watching short ads before an
online video
49% are friends with a company or brand on Facebook
52% watch live TV programming
46% have a DVR
90% have a cell phone
51% of adults 25-34 have a smartphone
23.0% are students
29.6% have a college degree
is between the ages of 24 and 35.These women have their own distinct values, aspirations and attitudes towards a wide variety of products and services.
is in different stages of life. Levels of personal and professional goals define and differentiate our audience.
is most likely to live in metro areas in the southern or western United States.
is technological.
is motivated.
is fashion-conscious.
They like brands that understand and appeal to them or their families with genuine ads.
!"#$%&%'(!()#motherhood.
26.1% are Hispanic
15.6% are African
American
is diverse.
I love the variety of
department stores, but
I feel like I have to work
/-"0$)",12/"3",2$/4"
Everything is too cluttered.
Anna, 33
My mom would
take me there
when I was little,
but now I don’t
shop at JCPenney.
Kirsten, 26
04AU
DIE
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05
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The 1,108 JCP stores are the stage for reinventing
the shopping experience. They need to portray the
reinvented soul of the brand. JCP has announced an
ambitious national plan to renovate their stores,
but we believe JCP needs to push itself further.
Through focus groups and immersing ourself in our
audience, we believe the overarching goal for a store
remodel should enhance customer experience and
perception of the brand. Currently, JCP plans to create the
feeling of a store-within-a-store, while highlighting private
labels with brand-tailored areas. This remodel targets
56'(#0("(&5/-.'7"$'')5"2$)".28'5"9:;"2".-7'"2//72(/#<'"
destination for brands. However, there cannot be a visual
disconnect between the private label spaces and the rest
of JCP. It is imperative that these branded areas and JCP
spaces enhance the shopping experience equally.
In areas outside of private labels, there still needs to
be a feeling of a store-within-a-store. We suggest that
JCP carefully considers the customers in each distinct
5'(/#-$"2$)"/2#=-75"/1'")'5#>$"56'(#0(2==+"/-"/1'"6'-6='"
that will be shopping in each section through color and
design. Make the children’s section bright, fun and
interactive. Get rid of frills in the men’s section, and make
#/"'25+"/-"0$)",12/"/1'+"$'')4"?-5/"#.6-7/2$/=+@".28'"
each section feel distinct. Make the customer think:
“JCP reinvented this area for me.”
In-store changes80
percent of our audience
wants faster checkout
for long lines
68percent of our audience wants
larger dressing rooms and
better lighting in a store
This is the current disconnect
between the private brand space
and the unchanged JCP space.
9:;".&5/"'5/2*=#51"2"(-1'5#<'"%-,"
through all departments.
BUILD
*
For those who have
not shopped with us
recently, customers
will see it as a new
day for JCPenney.
Myron Ullman JCP chairman & CEO
0706BUIL
D
men women young men juniors kids baby shoes accessories home store
view your cart
track your order
coupons and offers
REINVENTING EVERYDAYJCP is working hard to provide you with a more engaging shopping experience, both online and in-store. Learn more about the changes we’re making and tell us how we can help reinvent your everyday.
FRESH STYLESTake a peek at the latest spring styles featured in our new spring catalog
HIS AND HERSFind the perfect date night outfit with coupons and markdowns for for the smart and savvy couple
SPRING HAS SPRUNGThe sun is out, the grass is green and all JCP outerwear is 30-60% off!
COMPANYabout JCP
careers
investors
press room
SHOPPINGview your cart
track your order
coupons and offers
gifts and registries
SERVICESJCP rewards
store locator
customer service
contact us © JCP Media L.P., 2012. All Rights Reserved.
men women young men juniors kids baby shoes accessories home store
view your cart
track your order
coupons and offers
$40.00
Soft, luxurious cashmere with tubular trim, rolled edge at cuffs and hem. Long sleeves. Hits at hip. Import. Available in select stores.
SIZE: QUANTITY:
ALSO VIEW...Liz Claiborne Striped Top with Woven Tiers
$27.00
PAIR WITH...St. John’s Bay Patch Pocket Twill Jacket
$44.00
ALSO VIEW...Worthington 3/4-Sleeve Boatneck Sweater
$32.00
tops and tanks
shirts and sweaters
jackets and blazers
coats
pants and jeans
shorts and capris
dresses and skirts
swimwear
activewear
lingerie and sleepwear
purses and accessories
shoes
view all
shop by size
shop by color
shop by brand
ALTERNATE VIEWS
ADD TO CART
CASHMERE CREWNECK
COMPANYabout JCP
careers
SHOPPINGview your cart
track your order
SERVICESJCP rewards
store locator
52percent of women 25-34 have
made a purchase online in the
last week
men women young men juniors kids baby shoes accessories home store
view your cart
track your order
coupons and offers
REINVENTING EVERYDAYJCP is working hard to provide you with a more engaging shopping experience, both online and in-store. Learn more about the changes we’re making and tell us how we can help reinvent your everyday.
FRESH STYLESTake a peek at the latest spring styles featured in our
HIS AND HERSFind the perfect date night outfit with coupons and
SPRING HAS SPRUNGThe sun is out, the grass is
men women young men juniors kids baby shoes accessories home store
view your cart
track your order
coupons and offers
REINVENTING EVERYDAYJCP is working hard to provide you with a more engaging shopping experience, both online and in-store. Learn more about the changes we’re making and tell us how we can help reinvent your everyday.
FRESH STYLESTake a peek at the latest spring styles featured in our
HIS AND HERSFind the perfect date night outfit with coupons and
SPRING HAS SPRUNGThe sun is out, the grass is
Website redesignTo truly showcase the reinvented JCP, we need to
remodel its online presence. The website needs to match
the functionality of specialty store websites by eliminating
clutter and providing users with a clean and easily navigable
interface. Product pages will display retail information in a
simple and modular layout, allowing users to browse with-
out being bombarded with unwanted information. At the
bottom of each page, users will be provided with optimized
suggestions for related products based on shopping patterns.
Bold in its simplicity, JCP’s website caters to the viewer
by prioritizing user experience and including these features:
A" Simple navigation at the top and bottom of each page
meant to guide users to all products and services
A" Central and prominent logo placement to emphasize
JCP’s renewed brand image
A" Rotating central images to direct users to crucial content
A" Links and images optimized to guide users toward
suggested products and departments based on
shopping patterns and consumer preferences
A" Space dedicated to corporate endorsements, where
sponsors and partners can achieve brand recognition
without interrupting user experience
A" Like JCP’s current site, content will be available in Spanish
EVALUATION: With the redesign of the JCP website, we
will measure its effectiveness through optional surveys and
increased online purchases.
30percent of our audience
uses the internet to plan and
research sales and styles before
their shopping trips
0908BUIL
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LOGO REDESIGNJCP must evolve its recently redesigned logo by exercising a
)#<'75'"(-=-7"62='//'4"B1#5",#==">#<'"9:;"/1'"%'C#*#=#/+"/-"(12$>'"
with the seasons and break away from stale perceptions of the
traditional department store. Red is still used to honor JCP’s
rich heritage, but utilizing a range of carefully chosen colors
will help positively differentiate JCP from its competitors.
BUILD
Television is the way we saturate our audience with our core idea: JCP is Reinventing Everyday. It is intended to help
our audience understand who JCP is in 2012, and to build a foundation for all other tactics. Our television ads will broadly
and powerfully communicate Reinventing Everyday, which allows our other tactics to build a deeper connection and
understanding with the audience. These are the three levels of reinvention that will air simultaneously throughout the
year on Fox, NBC, ABC, ABC Family, Food Network, TBS, and the Discovery Channel:
TV is the campaign’s megaphone.
CONSTANTLY EVOLVING
11
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CONSTANTLY REINVENTING
Although the audience’s current
perception of JCP is static, JCP has
been reinventing itself for the last 109
years and continues to today. The store
was founded on the American frontier
in Kemmerer, Wyoming in 1902.
Between that moment and now, JCP
has reinvented itself over and over. We
aim to convey to the audience that their
perception of JCP isn’t who JCP always
has been, is now, or is going to be
in the future.
HISTORICALLY ICONIC
We show people who inspire
JCP with their boldness to reinvent
everyday — people like Neil
Armstrong, Rosa Parks, and Bill Gates.
It would be presumptuous to draw a
comparison between their momentous
achievements and JCP’s reinvention of
retail, instead of making connections
between our actions, we are aiming
to emphasize our shared beliefs. Our
shared vision of the world has led us to
strive to work harder and provide more.
SIMPLY EVERYDAYCalled the Personal Reinvention
Series, these ads aim to foster an
audience understanding that JCP’s
desire is not only to reinvent itself,
but to help the audience reinvent
themselves as well. The personal part of
/1'"(-..'7(#2=5"0/5",#/1"/1'"'C6'7#'$('"
portion of the campaign because the
audience is seeing JCP out in the real
world making reinvention happen
for individuals.
RFI iTVOur cable commercials will also feature the newest RFI iTV technology
which displays an iTV ad overlay that invites viewers to respond to special offers. Viewers can simply click their remote to request information about sales, free catalogs and coupons by mail. This inventive technology allows JCP to interact with consumers on a national cable footprint.
10CO
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Reinvention isn’t new for us. This isn’t a moment or a
turning point — this is who we are.
One-hundred ten years ago, we emerged from the Rocky
Mountains, founded by people who challenged now in pursuit of
tomorrow. People that left the lives they knew in the East for uncer-
/2#$/+"2$)"6-55#*#=#/+"#$"/1'"D'5/4";'-6='",1-")'0$')"7'#$<'$/#-$4
In the last century, Americans haven’t stopped reinventing,
and neither have we.
We didn’t just appear at shopping malls — we helped
create the shopping mall.
We brought stores together for you — to make your
everyday better.
It’s time to create again. We were founded in the soil of
reinvention, we are committed to digging deeper.
We believe that the way it is isn’t an acceptable answer for
the way it should be; the power of today is its ability to make a
better tomorrow. The new year isn’t a chance to reinvent — the
new day is.
And if you don’t believe us today, you will tomorrow.
JCP. Reinventing Everyday.
!"#$ !"$% !"&' !"()
$##& $#!$
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As part of the Personal Reinvention series, customers will submit proposals about
how JCP can reinvent things in their lives. Proposals ranging from humorous to
heart wrenching will be selected and brought to fruition. The customer reinvention
will be documented and used to make 30 to 60-second TV spots. A large number
of these ads will be made, and each one will run only a few times. We want our
audience to see JCP repeatedly reinventing peoples’ lives to increase the likelihood
that they will connect with what they see. The full-length versions will be available on
reinventingeveryday.com and YouTube.
HISTORICALLY ICONIC SIMPLY EVERYDAY
NEIL ARMSTRONG ROSA PARKS BILL GATES
We aren’t taking one small step for man, or one
giant leap for man kind. We aren’t breaking down
society’s barriers or building a machine that will
change the world.
But we are inspired by the people who did.
Inspired to ask questions.
To demand something better.
Is the way it is, the way it has to be?
We think not.
A store can provide more than clothes —
It can understand what you need.
A child can have fun.
A woman can feel beautiful.
And a mom can feel at ease.
For us it’s a commitment, a promise.
JCP. Reinventing Everyday.
24Our audience members are
heavy magazine readers —
24 percent above average
35percent of our audience
has seen a magazine ad
in the last week
Print media and mobile iAds
Our audience members, ranging from brides and
fashionistas to stay-at-home moms and career women,
are highly interested in magazines. Based on these
different life stages, we will place ads in magazines that
have strong circulation among high-fashion oriented
readers like Glamour, Cosmo, Real Simple, and Brides. In order to ensure a wide reach for JCP, we will
incorporate two different sets of print ads to target
audience members who are heavily invested in fashion
as well as those going through major life transitions.
With iAds, we will introduce users to the reinvented
JCP brand and show them that shopping can be even
better with JCP. Users can learn about, experience, and
download our app immediately without leaving their
current screen. This allows us to reach our audience
with unmatched impact and precision.
EVALUATION: We will post-test the ads to
see if they emotionally resonated with our audience.
Measurement of effectiveness for iAds will be based on
reaching a determined viewership goal.
DARING BRASH GUTSYDYNAMIC INDUSTRIOUS PURPOSEFUL
UNTAMED UNRESTRAINED EXTRAORDINARY AMAZING INSPIRING RARE STUPENDOUS.
Imagine something...
Imagine tomorrow, exactly the way you want it.
REINVENTING EVERYDAYreinventingeveryday.com
15
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IMAGINE AD
This ad corresponds with JCP’s bold steps and connects
emotionally with our audience. This typographic ad evokes
imagery of how readers can reinvent themselves everyday.
This ad is intended for magazines such as Parents and
Brides for women who are transitioning to new stages in
their lives.
This style of ad highlights the newest brands and styles
JCP has to offer. The ad is comprised of three consecutive
magazine pages that shake up the typical magazine spread.
The last page shows a woman in JCP clothes, happy and
spirited. The two preceding pages show the same woman
with the area around her face cut out, allowing the reader to
/&7$"/1'"62>'"2$)"(12$>'"/1'"-&/0/"-E"/1'",-.2$",1#='"5/#=="
seeing the same face. The single face binds the three pages
together as one ad for the reader. The above series is only
one example of how this non-traditional format can be
#.6='.'$/')"/-"7'%'(/"-&7".'552>'"-E"7'#$<'$/#-$4
While this style of ad represents an opportunity for JCP
to reinvent the traditional print ad, it is also a chance to
encourage consumers to reinvent their own wardrobes. In
each set of corresponding ads, the model will reimagine a
classic wardrobe staple — in the above case, the little black
dress — by pairing it with different shoes and accessories
from JCP. This way, JCP can show a range of products while
enabling viewers to express individuality and unique style.
The model will change style, age and gender based on
which magazine it is printed in. The clothes will also change
based on the season to showcase the latest styles at JCP.14CO
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REINVENTING YOUR STYLE AD
ABOUT | PRESS ROOM | JCPENNEY.COM
TALK TO USHow can we help
reinvent your everyday?
BOOK YOUR FLIGHTJCP and JetBlue are teaming up
to reinvent transportationCHANGE IS GOOD
Explore the newest brands and latest changes happening at JCP
< <
REINVENTING EVERYDAYChange is good and JCP makes it better. We are committed
to transforming perceptions, fostering creativity and challenging the norm. Take a look around to find out how.
Campaign microsite
The microsite, reinventingeveryday.com, will be
the hub of the campaign. The URL will be featured on every
campaign touch point.
The site will feature an interactive map that will track
the pop-up store tour. Videos and images on the site will
feature our television spots, showcase the transformation
of the JCP sponsored planes and buses, and take a
glimpse at the in-store changes. The microsite easily
links users to the JCP website for a holistic JCP shopping
experience.
This will also be the home of the Personal Reinvention
Series. Here customers can submit their ideas, view other
submissions from Facebook or Twitter, and see the winners.
EVALUATION: JCP’s web presence will be measured
through social media responses, ComScore and other
analytics.
26percent of our audience has
clicked on an ad on a social
networking site in the past month
48percent of our audience has
heavy exposure to Internet —
more than 3 hours a day
30percent of adults 25-34 have
entered a sweepstakes from a
company/brand to win prizes in
the last week
Twitter deals
JCP already has a rewards program, but we
need to increase the rewards to reinvent our
customers’ department store experience and
maintain loyalty and trust. The new program
will differ from JCP’s current rewards program
by rewarding customers every time they make
a purchase, no matter how small. This will
propel JCP ahead of competitors, encourage
more frequent visits, and create new ways for
customers to experience the department store.
EVALUATION: Measurement will be made by
monitoring the use of JCP Rewards.
87percent of our demographic
prefers loyalty discounts for
repeat customers
16 17
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The Twitter page and microsite will
feature interactive retweeting discounts where
consumers can tweet an item to lower the price.
Each week, items will be posted on the
mircosite and tweeted out, stating the amount
each item will decrease with each retweet.
When the retweet count is met, the sale is
available for everyone.
JCP Rewards
*IT’S A DEAL!
IT’S A DEAL!
IT’S A DEAL!
IT’S A DEAL!
TWEET DEALS
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sit amet, consectetur
adipisicing elit, sed
do eiusmod tempor
incididunt ut labore
et dolore magna
aliqua. Ut enim ad
minim veniam, quis
SALE $32.00
Originally $39.99
SALE $44.00
Originally $66.99
SALE $29.00
Originally $39.99
SALE $42.00
Originally $65.99
SALE $24.00
Originally $42.99
SALE $35.00
Originally $46.99
SALE $34.00
Originally $49.99
SALE $39.00
Originally $54.99
SALE $24.00
Originally $32.99
Social mediaJCP’s Facebook fan page and Twitter account will be utilized
to drive all promotions. The pages will be updated to match the
design of JCP’s new website and in-store changes. Tweets and
5/2/&5"&6)2/'5",#=="='28"=-(2/#-$5"-E"%251".-*5@"5'$)")#5(-&$/5"/-"
followers and fans, promote the pop-up store tour and connect
/1-5'"$-/"#$"F2==25",#/1"/1'"9:;"G'F#5(-<'7"H'$'0/":-$('7/"(see page 21). JCP’s Facebook store will allow users to stop and share
-&/0/5",#/1"5'='(/')"E7#'$)5@"'<-=<#$>"I2('*--8"#$/-"2".-7'"
intimate and interactive shopping experience.
We will stimulate conversation and participation in our
personal reinvention series through social media. Customers are
encouraged to submit their own ideas about how they wish
to reinvent their everyday. Entries can be submitted through
Facebook, on Twitter and through the microsite.
EVALUATION: We will utilize Klout to monitor the
effectiveness of our tweets and Real Analytics for Facebook, as well
as increased purchases through our Twitter deals and discussions on
our Facebook page.
77percent of our audience
members have
5-(#2="$'/,-78"67-0='5
38percent of our audience has
<#5#/')"/1'"67-0='"-E"2"(-.62$+"
or brand in the last month
FREE SHIPPING OFFERS
REINVENT ONLINE SHOPPING
COPYRIGHT ! LEGAL NOTICE | PRIVACY POLICY
© JCP Media, Inc., 2010. All rights reserved.
Facebook App by Usablenet
MENWOMEN
YOUNG MENJUNIORS
KIDS
BABYSHOES
ACCESSORIESHOME STORESALE
SHOP AND SHARE
Mobile app
The current JCP application needs an updated
interface to match the Reinventing Everyday campaign.
The new app will incorporate features such as an
interactive Look Book in addition to the features of
the current app. The Look Book lets users easily shop
E-7")#EE'7'$/"9:;"5/+='5"2$)"*&#=)"-&/0/5"E-7"2$+"
occasion by mixing and matching pieces of clothing.
J5'75"(2$"&6=-2)"2$"-&/0/"/-"/1'#7"I2('*--8"
67-0='5"/-"(-$$'(/"-&7"5-(#2=".')#2"6=2/E-7.5"2$)"
mobile campaigns in one place. Seasonal deals will
be offered on the app, along with daily deals and
other coupons to let customers know about JCP’s
latest sales.
19
60percent of our audience members
have downloaded an app on their
smartphone in the last month
42percent of women 25-34
compare prices on their
smartphone while shopping
79percent of our audience
members with smartphones
have browsed the Internet on
their phone in the last 30 days
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*
40percent of our audience has
visited a bar or nightclubs in
the past four weeks
Along the tour, we will feature spontaneous
%251".-*5"2/"*275"2$)"(=&*5"#$"'<'7+"(#/+4"B1'5'"
surprise fashion shows will feature models
wearing JCP clothing. The models will interact
,#/1"/1'"(&5/-.'75@")#5/7#*&/#$>"/#.'K56'(#0("
discount coupons, offering food and drink
specials, and handing out iPad 2s to trivia winners.
Flash mobs
Pop-up stores realize JCP’s vision of a reinvented shopping
experience by providing a unique brand interaction.
Four pop-up stores will tour the country, visiting 33 cities
-<'7"2"0<'K.-$/1"6'7#-)4"L2(1"/-&7",#=="5/2+"/,-",''85"#$"'2(1"
city and spend four weeks on set up, take down and travel time.
The locations were chosen based on the largest populated areas
and their concentration of women in our audience. In each city,
2"1#>1=+"6-6&=2/')"27'2",#/1"1#>1"E--/"/72E0(",#=="*'"(1-5'$"/-"
erect the pop-up store. A single store is a 3,848 square foot
dome (70’ x 35’) full of selected men and women’s clothing for
pedestrians to purchase.
The pop-up store tours will simultaneous start in Los
Angeles, San Francisco, Miami, and New York and conclude at
2"*'$'0/"(-$('7/"#$"F2==25@"BM@"$'27"/1'"9:;"1'2)N&27/'754"L2(1"
tour will have a branded bus and cargo hauler, ten paid workers,
and drivers who will all function as marketing representatives,
store employees, and labor crews for the domes. We have a
detailed and budgeted PR plan to promote the pop-up stores
when they are in each city.
EVALUATION: Pop-up store success will be measures
through employee reports of attendance, amount of apparel
sold, event atmosphere, and social media conversation.
Pop-up stores
20EXPE
RIE
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B1'"/-&7",#=="(-$(=&)'"#$"F2==25@"BM@",#/1"/1'"
9:;"G'F#5(-<'7"H'$'0/":-$('7/4"B1#5"'<'$/",#=="*'"2"
massive JCP sponsored all-day concert with broadcasting
and partnership support from The Discovery Channel. The ReDiscover event will take place at the Dallas
Cowboy Stadium with headlining artists. We will sell
up to 100,000 all-day event passes that will be promoted
and sold throughout the tour. The four pop-up stores
will surround the stadium, along with food and beverage
vendors, and side stages for smaller bands. The broadcast
will feature segments on the ongoing JCP reinvention
67-('554"O=="67-0/5"E7-."/1'"'<'$/",#=="*'$'0/"
education charities.
EVALUATION: Concert success will be measured
through the number of tickets purchased, social media
interaction and funds raised for our educational charities.
JCP ReDiscover Benefit Concert
39percent of our audience has
watched the Discovery Channel
in the past week
21
EXPER
IENC
ESan Francisco, CA
Los Angeles, CA
Phoenix, AZAlburqurque, NM
Denver, CO
Oklahoma City, OK
DALLAS, TX
Austin, TX
Miami, FL
Atlanta, GA
Charlotte, NC
Washington, D.C.
New York,
NY
Boston, MA
Pittsburgh, PA
Detroit, MI
Indianapolis, IN
Chicago, IL
Minneapolis, MN
Nashville, TN
St. Louis, MO
Kansas City, MO
New Orleans, LA
Memphis, TN
San Diego, CA
Las Vegas,
NV
Portland, OR
Seattle, WA
Spokane, WA
Missoula, MT
Boise, ID
Salt Lake City, UT Omaha, NE
Mall lounges
8plane trips are taken per year
by our audience for business
and pleasure
52percent of our audience has
taken a round trip domestic
%#>1/"#$"/1'"=25/"+'27
During the three months with the highest shopping
traffic, JCP will place branded lounges inside 250 shopping
malls where our stores are located. The lounges will say
“JCP: Reinventing Everyday” to remind our audience of
the progression of JCP styles and in-store experiences.
Aside from allowing for our customers to experience
our reinvention outside of the store, we are providing a
comfortable spot for shoppers to relax within the mall. The
products used in the lounge will entice passersby to check
out the store itself and see JCP’s in-store transformation.
EVALUATION: The success of mall lounges will be
measured through increased daily foot traffic in stores and
social media interaction and discussion.
Similar to the JetBlue planes, we will reinvent the
way our audience travels through the city by improving
the public transportation experience. JCP will be
redesigning the interior of city buses, making the bus
more comfortable, enjoyable and fun. Each JCP bus
will also feature a bus wrap displaying the JCP logo.
We will be redesigning 100 buses in 30 cities. Each
city will have multiple JCP buses, dependent on the
population of each given city. It’s about reaching into
customers’ everyday lives and providing reinvention.
Branded buses*Branded planesF-.'5/#("6=2$'"%#>1/5@"=#8'")'627/.'$/"5/-7'5@"27'"5/&(8"
27-&$)"2"67'K)'0$')".-)'=4"9:;",2$/5"/-"7'#$<'$/".-7'"/12$"P&5/"
the shopping experience, that is why they will be partnering with
JetBlue to enhance the travel experience. The JetBlue brand is
focused on bringing humanity back to air travel and raising the bar
E-7"/1'"#$K%#>1/"'C6'7#'$('4"
D#/1"/1#5"(-..-$"5/72/'>+"#$".#$)@"*-/1"*72$)5",#=="*'$'0/"
from each other’s messages of reinventing. JetBlue has had
previous corporate partnerships and demonstrated a willingness to
feature other brands on their planes. We plan to use JCP branded
planes to create a powerful connection between reinventing
the experience and JCP. The planes will all be repainted with
JCP logos and campaign tag lines. The interior of the planes will
also be branded and enhanced to increase the overall comfort,
atmosphere, and experience beyond what JetBlue already provides.
One each JCP plane, the number of seats in each row will be
reduced from three to two to allow for more space and comfort.
F&7#$>"/1'"#$K%#>1/"'C6'7#'$('@"-&7"2&)#'$('",#=="*'"2*='"
/-"#$/'72(/",#/1"9:;"/17-&>1"#$K%#>1/"2)5"-$"/1'"'$/'7/2#$.'$/"
monitors, as well as iPad 2 catalogues and magazines in seat backs.
F&7#$>"/1'5'"6=2$'"%#>1/5@"(&5/-.'75",#=="12<'"2"&$#<'752="QRS"
price reduction on all online purchases made from JCP.com while
#$"%#>1/4"B1'7'",#=="2=5-"*'">#<'2,2+5"#$(=&)#$>"#$K5/-7'")#5(-&$/5@"
commodities such as JCP pillows, blankets, and earphones, and
a chance to win an all-expenses-paid trip to the JCP ReDiscover
H'$'0/":-$('7/")&7#$>"'2(1"%#>1/4
46percent of our audience
has noticed ads on public
transportation in the last week
EVALUATION: Effectiveness
of the JCP transportation
changes will be measured by
social media reactions and
optional surveys available
on planes and buses.
2322EXPE
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38 percent of our audience
follows the MLB
49 percent of our audience
follows the NFL
66percent more women watch
the Superbowl than the
Academy Awards
Sports promotions
Our audience is not expecting to be targeted at
sporting events, yet nearly half of all attendees at National
Football League and Major League Baseball games are
women. By being one of the few brands to reach out to our
audience at sporting events, the message of reinvention is
enhanced.
At every NFL game in 2012, we will reinvent the game
day experience for a “nose bleed section.” JCP will reinvent
fans’ experience by sponsoring one of the less desirable
sections. Each fan will receive a variety of complimentary
#/'.5@"#$(=&)#$>"/'2.K56'(#0("9:;"/K51#7/5"2$)">#E/"(27)5@"
plus free drinks and food. The section, decorated with JCP
signage and seat cushions, will be celebrated during every
game on the stadium video screens to inform all attendees
that JCP is reinventing the viewing experience for a “nose
bleed” section.
JCP will sponsor league-wide “ladies’ nights” on two
Saturdays throughout the season. All MLB teams play
on Saturdays and these are the highest attended games.
Every stadium will be fully branded with JCP signage. The
games will function partially as “ladies nights,” featuring
one free drink for all women in attendance. All women
are automatically entered into giveaways that take place
throughout each game. Winners will be given JCP swag
and gift cards.
EVALUATION: The success of sports promotions will
be measured through successfully strategic distribution of
giveaway items, overall atmosphere of the events, increased
unique sporting purchases, social media reactions and exit
surveys.
65percent of Americans are
willing to switch to a brand
associated with a good cause
49percent of our audience
believes in supporting causes
when they shop
Giving for education
24EXPE
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EVALUATION: We will
utilize Tools and Resources
for Assessing Social Impact
(TRASI) and monitor social
media interaction and
evaluate the amount raised
for each charity.
PENNEY DAYS
T$('"'<'7+"05(2="N&27/'7@"-$'"6'$$+"
of every dollar of merchandise sold will be
donated by each JCP store to a local charity.
These four days will happen on a national
level, but will show JCP locally supporting
the community. Local JCP managers will be
responsible for choosing which charitable
organization to donate to.
LUNCHBOX.ORG
Mothers in our audience care about
their child’s nutrition. JCP will support a
reinvented school lunch program founded
by Chef Ann Cooper. School lunches are the
only meal that can be guaranteed for every
(1#=)4"B1'"U&$(1*-C"#5"2"$-$K67-0/")')#(2/')"
to improving students’ health by providing
school lunches with a balanced nutrition.
REDU AND DONORSCHOOSE.ORG"!!!!!!!!!!!"
REDU is an online forum that
unites voices dedicated to rethinking
education. DonorsChoose.org supports
schools by providing a platform to sponsor
projects that improve learning environments.
From providing supplies to playground
equipment, DonorsChoose.org aims to satisfy
the needs of children in the US.
GLOBAL CAMPAIGN FOR EDUCATION
The JCP education charities are intended
to help reinvent educational possibilities, but
reinventing education extends beyond the
United States. Since Global Campaign for
Education started in 1999, 40 million more
children have been able to access school.
Every child deserves a quality education, no
matter where they live in the world.
EDUCATION CHARITIES: Education is dear to our
audience’s heart —
54 percent have children.
Supporting education
demonstrates JCP’s
commitment to Reinventing
Everyday. Education is the
springboard for any
reinvention. JCP will buy
ad time for all charities and
brand them with logo
and tag line.
25
EXPER
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E
27 2928 30 31 3332 34 35 3736 38 39 4140 42 43 4544 46 47 4948 50 5251
JANUARYDECEMBERNOVEMBEROCTOBERSEPTEMBERAUGUST
1 32 4 5 76 8 9 1110 12 13 1514 16 17 1918 20 21 2322 24 2625
MAYMARCHFEBRUARY APRIL JUNE JULY
26MED
IA S
CH
EDU
LE
27
MED
IA SC
HED
ULE
TELEVISION PRINTEVENTS INTERNETOUT-OF-HOME
REDU project
School lunches
Penney Days
Transit wraps
Branded plane
MLB
NFL
JCP App
Microsite
Mall lounges
JCP ReDiscover
Flash mobs
EXPERIENCE
CONNECT
National TV
Cable TV
RFI iTV ads
Brides
Cosmo
Glamour
US Weekly
Parents
Real Simple
iAds
Twitter deals
Facebook.com
Magazine websites
TV websites
Hulu.com
Pandora.com
REDU project
School lunches
Penney Days
Transit wraps
Branded plane
MLB
NFL
JCP App
Microsite
Mall lounges
JCP ReDiscover
Flash mobs
EXPERIENCE
CONNECT
National TV
Cable TV
RFI iTV ads
Brides
Cosmo
Glamour
US Weekly
Parents
Real Simple
iAds
Twitter deals
Facebook.com
Magazine websites
TV websites
Hulu.com
Pandora.com
TELEVISION PRINTEVENTS INTERNETOUT-OF-HOME28M
EDIA
BU
DG
ET
29
MED
IA BU
DG
ET
Print media$20.62 million
Web presence$1.325 million
Sports promotions$4.8 million
Philanthropy$6.657 million
Mall presence$1.8 million
Branded plane$4.5 million
Commercial video
$50.1 million
Interactive outdoor$10.198 million $100
million
CONNECT
Commercial videoNetwork TVCable TVRFI iTV adsTV productionTV station websitesHulu.comPandora.com
Print mediaProductionMagazinesMagazine website banner ads
Web PresenceiAdsApp updateJCP.com updateMicrosite developmentTwitter Facebook
EXPERIENCE
Branded PlaneJetBlue partnershipOutside plane designInterior plane remodelBlankets/pillows/extrasIn-flight adsIn-flight iPad 2 catalogsIn-flight giveaways
Sports PromotionsNFL sponsored sectionsNFL food and drink couponsMLB “ladies’ nights”
Mall PresenceJCP loungesJCP signage
Interactive OutdoorPop-up store tourDomes Outdoor PRSetup costsLaborTravel expensesFlash mobsDrink specialsModelsiPad 2 giveawayCouponsPublic transit wrapsOutside designInterior remodelJCP ReDiscover Benefit ConcertDiscovery Channel/advertising
PhilanthropyREDU partnershipGlobal Campaign for EducationSchool lunchesPenney days
TOTAL BUDGET: $100 million
................................ $50,100,000...................................................... $24,700,000
........................................................... $15,300,000......................................................... $4,500,000
.................................................... $1,800,000........................................... $1,200,000
............................................................. $1,400,000...................................................... $1,200,000
.................................... $4,800,000........................................ $2,560,000
.................................. $440,000.............................................. $1,800,000
.............................................. $6,675,000.................................................. $1,992,000
.......................... $1,992,000....................................................... $1,673,000
............................................................ $1,000,000
............................................. $1,800,000............................................................ $1,400,000.................................................................$400,000
................................. $10,198,000...................................... $4,019,000
........................................................................ $895,000................................................................ $768,000................................................................ $490,000
........................................................................... $534,000....................................................... $1,332,000
.................................................... $979,000............................................................. $712,000
............................................................................ $8,000...................................................... $255,000
......................................................................... $4,000.................................. $2,000,000
....................................................... $1,500,000........................................................ $500,000
............... $3,200,000........................... $1,000,000
........................................... $20,620,000............................................................. $480,000........................................................ $19,720,000
........................... $420,000
......................................... $1,325,000...................................................................... $1,000,000
.............................................................. $25,000......................................................$120,000
........................................ $180,000.................................................................................. $0
............................................................................. $0
........................................ $4,500,000............................................ $1,500,000
........................................... $700,000......................................... $400,000......................................... $323,000
........................................................... $800,000 ...................................... $600,000
................................................ $176,500
*This is not a spring or back-to-school campaign. It is more than a
campaign, it is a commitment — a movement. Reinventing Everyday is a
(-$5/2$/"67->7'55#-$"/12/"5&5/2#$5"9:;"*'+-$)"/1'"05(2="+'274"B1#5"#5"2$"
-66-7/&$#/+"/-"7')'0$'",1-"9:;"#54"
As our audience interacts with JCP throughout the campaign, their
stale perceptions will change and JCP will earn their loyalty. We will not
alienate existing customers because reinvention is an idea that transcends
generations. A better shopping experience — one that is more personal,
interactive and fun — is something every customer wants.
No department store has ever been this bold. By focusing on more than
retail and revealing the true soul of JCP, we create an emotional connection
with our audience. But it doesn’t end there.
JCP can’t shy away from this commitment in the days, months and
years to follow. JCP must constantly challenge what they provide customers
and embrace Reinventing Everyday.
This isn’t the end.
31
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JCP IS REINVENTED.WE’VE TRANSFORMED PERCEPTIONSAND EXPOSED A NEW PLAN.
TAKEN A STANDAND MADE EVERY DAY MATTER.
WE’VE PULLED BACK THE CURTAINAND DELIVERED AN EXPERIENCE.
TOLD IT LIKE IT ISAND SHOWN HOW IT SHOULD BE.WE’VE CHALLENGED THE NOWAND EMBRACED A COMMITMENT. TOMORROW WILL BE BETTER THAN TODAY.
THIS IS WHO WE ARE.JCP. REINVENTING EVERYDAY.
Mintel Reports US Mobile Phones (02/11); US American Lifestyles (01/11); US Baby Boomers and Vacation (12/10); US Family Vacations (12/10); US Attitudes to Internet and New Media Marketing (10/10); US Attitudes Toward Traditional Media Advertising and Promotion (09/10); US Airlines (05/10); US Social Networking (02/10); US Travel Market (01/10); US Marketing to Moms (02/11); US Women’s Attitudes Toward Clothes Shopping (12/10); US Media Usage (09/10); US Online !"#$$%&'()*+,-*./(0!(1"2(3&452&62(#7(89:2;<(#&(=#&<5>2?(Choice (05/10); US Travel and Tourism (05/10); US Alcoholic Beverage Trends at Bars and Restaurants (04/10); US Market-ing to Millennials (03/10); US Attitudes of Women Aged 18-34
(07/08). Argentabg Discovery Channel Rate Card (06/10). The Spectrem Group Marketing Women Quick Facts (04/09). Neilsen Research How Women Connect and Engage With Online Video (09/09). European Travel Commission Online Travel Market (02/11). MSNBC Football fanatics and the men who love them (03/09). New York Times Maga-zine Gridiron Girls (01/11). JetBlue JetBlue’s Customer Bill of Rights and Tarmac Contingency Plan (05/10). Technology Reports Airline Quality Rating 2010 by Dr. Dean E. Headley & Dr. Brent D. Bowen (04/10). ABC News The Best and Worst US Airlines (04/10). International Demographics Inc. The Media Audit Program & Report (2011). Consumer Media
Advertising Source Brides Media Kit (2011); Cosmo Media Kit (2011); Glamour Media Kit (2011); Parents Media Kit (2011); US Weekly Media Kit (2011); Real Simple Media Kit (2011). US Census Bureau City and National Population of Women 25 to 34-years-old (2010); State and County QuickFacts (2009). Design Solutions Studio JCPenney — New Store Prototype (2011). USA Today J.C. Penney sells with an attitude (03/06). World Property Channel Featured Column (05/09). Doba Internet Demographics Demand Targeting Women (04/09). Wired Government Stops Shielding Corporate breach “Vic-tims” (03/10). Entrepreneur The Disrupters: Forces Driving Change in 2011 (12/10).
Sources:
CAM GIBLINART DIRECTOR
KELSEY TOWBISACCOUNT PLANNER
CARSON YORKSTRATEGY DIRECTOR
HOLLY SCHNACKENBERGCREATIVE DIRECTOR
SCOTT ROUSSEAU MEDIA DIRECTOR
EMILY PAPPCREATIVE DIRECTOR
HOLLY MURPHYART DIRECTOR
TORI MISSELLMEDIA PLANNER
MELISSA MEIERCONTENT DIRECTOR
DAVE KORANDA FACULTY ADVISOR
NICOLE HYSLOPPUBLIC RELATIONS DIRECTOR
RACHELLE DIGREGORIOACCOUNT PLANNER
STEPHANIE CRIMMEDIA PLANNER
JULIE BASQUEMEDIA PLANNER
THE UNIVERSITY OF OREGON
32CR
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