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Research & Planning
Creative Strategy &Executions
Media Plan
table of contents
TABLE OF CONTENTS
INTRODUCTION
EXECUTIVE SUMMARY
RESEARCH OBJECTIVES &
METHODS
CULTURAL CLIMATE
MARKET LANDSCAPEBRAND ESSENCE
TARGET PROFILE
TARGET PROFILE
BRAND STRATEGY &
POSITIONING
CREATIVE STRATEGY
ONE DRESS COMMERCIAL
ONLINE PRESENCE
ONLINE PRESENCE
ONLINE PRESENCE
IN-STORE EXPERIENCES
IN-STORE EXPERIENCES &
ON THE GO
EVENTS
GIVEAWAYS
PARTNERSHIPS
PARTNERSHIPS
MEDIA OBJECTIVES &
STRATEGY
CAMPAIGN CALENDAR &
BUDGET
MEDIA R ATIONALE
MEASUREMENTS OF SUCCESS
& EVALUATIONS
CONCLUSIONSOURCES & CREDITS
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Eager to make an impact. Passionate and Optimistic. Articulate and Savvy.
She loves who she is.
3
Todays woman is empowered. Shes paying off her Graduate loans, shes
wearing that something new as she walks down the aisle, shes choosing
to change lives before she changes diapers. With a demanding schedule,
shes always in transit and constantly nds new ways to assert her unique
presence onto the world. Everything she does is an extension of her
condent selfthe way she works, the way she lives, the way she shops.
But amidst her strength and charisma, she also experiences the very real
and very vulnerable moments of anxiety and self-doubtthe moments
where she curls up in her favorite sweater, drinks her homemade coffee,
and snuggles with her favorite bed pillow.
Most department stores, specialty stores, and brands sell prepackaged
identities to these women who are keenly aware of their unique personalities
and lifestyles, their strengths, and areas for improvement. But while those
stores dwell on idealized appearances, JCPenneys sincerity has the
emotional connection that stands out.
JCPenney. Youre on your way.
Our campaign aims to reveal that JCPenney (JCP) can effectively cater to
the needs of every woman, independent of where she is now and where
she aspires to go. Whether change is taking place around her or within her,
we understand that todays woman admirably manages the pressures of
constant adaptation. The last thing a woman needs is the additional stress
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
purchases she makes are truly wor th her hard-earned money. Retail should
not merit a womans concern nor should it have a one-size-ts-all strategy.
We see JCP as the optimal department store that catches women on their
own terms, where they can shop condently to live condently, and then be
on their way.
introduction
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With a handshake and a warm smile, the interviewer leads Jennifer through the lobby
to the exit. She steps out into a crisp breeze and takes a deep, satised breath, an
electrifying tingle building in her toes.
Transition.Its the central theme of a womans life when she nds herself between the ages of 25
and 34. Life during those ages consists of a whirlwind of decisions, changes, friends,
and family. Jennifer is on the cusp of a new job, and her friends are switching careers,
changing living spaces, getting engaged, having children, and everything in-between.
Jennifers life, like those of her peers, is characterized by strengthening her self-i dentity
in the context of rapid decision-making and change.
Living in the post-recession economy has taught Jennifer the importance of value,
and she loves to brag about nding the best deals on new dresses and outts. She
encompasses the concept of multiplicity, playing numerous roles in her daily life. Shes
well past the confusion of her teenage years and now understands both who she i s and
who she wants to be.
In the age of Facebook and Twitter,
Expression is Everything.Our target consumer welcomes new, inexpensive, and convenient ways to express
herself. For Jennifers generation, connection and expression inject beauty and
meaning into everyday life. This connection is expected from friends and family and,
as the Internet continues to increase our connectedness, it is also expected from the
brands we interact with.
Early into our research, we found that JCPenney has struggled to kindle an emotional
connection with the women in our target demographic. Jennifers generation mostly
sees JCPenney as dull, outdated, unfashionable, and cheap. However, our research
also revealed some positive ndings. JCPenney has made major strides as an online
retailer and is well-established and well-known.
JCPenney has the foundation and the potential to return to i ts previous status as a top
department store, but for thi s to happen, there need to be major changes. JCPenneys
brand is, and has been for quite some time, in a state of decay. To connect with the
target demographic, JCPenney needs a spark. It needs a connection. To connect to
our target demographic, we must rst understand them.
executive summary
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research & planning
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Held in-depth focus groups (using
selected participants that are
well-represented in the target's
age group) to ascertain brand
afnity and awareness of JCP and
competitors among 25-34 year-oldfemales.
Conducted content analyses of JCP
and competitor social networking
sites, such as Facebook, Twitter,
and YouTube, to cohesively i dentify
popular trends and preexisting
notions of department store brand
attitudes.
Shadowed and interviewed shoppers
for over 4 months to observe consumer
shopping behaviors during normal
and holiday periods and to pinpoint
the reasoning behind consumer
purchases and store preferences.
Interacted with JCP customer service
and sales associates in-store and
online to gauge JCPs treatment of
customers.
Hosted a nationwide survey that
garnered responses from 6,689
participants to examine our targets
personalities, shopping mentalities,
lifestyles, values, and perceptions
of JCP and other department and
boutique stores.
Examined proles of our target on
online dating sites such as eharmony.
com and match.com to understand
and categorize how women portray
themselves through online social
media.
6
Research Objectives:Understand the JCP culture and where JCP
stands among its competitors
Identify major cultural factors that affect the
target
Discover the mindset, values, lifestyle, and
behaviors of the target
Learn the targets shopping behavior and the
factors that inuence it
Recognize the target's perceptions of and
attitudes about the JCP brand
1. Industry Research:
Analyzed proprietary research reports
and press releases to understand
cultural factors that inuence the
target, industry trends, and competitor
strategies.
Visited 20 JCP stores and competitor
stores on the East and West Coast to
ascertain similarities and differences
between store environments, sales
and promotions, and customer
service.
Inltrated online communities via
blogs, message boards, and chat
room groups to discern perceptions
of the department store industry and
their brands.
2. Primary Holistic Research:
Research Strategies3. Brand Awareness Research:
During a 5-month time span, Adteam11 implemented and conducted comprehensive yet succinctresearch to elucidate the way 25-34 year-olds perceive, distinguish and interact with the retail industry.The following research methods establish our conceptions of the transitional individual, allowing us tostrategize our executions to maximize efciency and congruency while maintaining awareness of ourtargets values.
research objectives & methods
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1 million iPads were bought within the rst
28 days on the market.
-Steve Jobs
In August 2010, approximately 65% of U.S.
mobile devices featured touchscreen input.
- Millenial Media
In January 2011, users spent an average
of 667 minutes using smartphone
applications.
-Wireless Intelligence
As of September 2010, more than 3,000
photos were uploaded and shared per
minute to Flickr.
-Flickr
50% of American Internet users are
expected to contribute to UGC.
-Tech Crunchie
As of December 2009,
of the most popular online
video content was
user-generated.
-Flickr
The economic crisis is causing many Americans
to postpone some major life decisions, including
having children, getting married, and getting a
divorce.
7
Facebookhasmore than 500 million active users
Twitterlogs an average of 55 million tweets daily
40% of time online in the U.S. is spent
social networking, playing games,
blogging, and emailing.
Zynga, maker of social networking
games Farmville and Cityville, raised
$1 million to donate to tsunami relief in
Japan within 36 hours.
-Nielsen
91% of mobile phone users keep theirphone within arms reach 24/7.
With 3.6 million users, texting is the
most widely used data application on
the planet.
Netix has over 20 million members in
the U.S. and Canada.
Time spent viewing video online from
home and work increased by 45% in
one year.
-Nielsen
What We Want,When We Want It
Multi-Sensory Media The Recovering Economy
Corporate Social Responsibility
Cultural Takeaway
U.S. households will have a
3D-TV by 2014.
-IMS Research
2/5The Organic Connection
BP's brand satisfaction score plummeted from
19.1 to -13.9 in the two months fol lowing the oil
spill disaster, reecting a negative perception
of BPs lacking corporate responsibility andhonesty.
-BrandIndex
of all Americans describe themselves as "the
kind of person who always looks for ways to
save money."
-Nielsen
cultural climate
Enhanced social connections through technology has made individuals
hyper-connected.
Entertainment is becoming an interactive and multi-sensory experience, withtechnologies such as touchscreens, 3DTV, augmented reality, and webcam-style
gaming on the rise.
Open access to multitudes of information creates an environment in which people
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.
Technology has created a new breed of participatory consumers. Equipped with
social media tools to publicly praise and criticize products and services, consumers
now demand and expect companies to be transparent, authentic, and honest.
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market landscape
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
that gives the consumer an order. These alienators leave an open space for JCP to embody the friendly tone of Walmart while maximizing the style and qualit y standards of Macys through its newest
business plan--its fast fashion. JCP must also maximize its strong online presence in order to broadcast JCPs brand commitment.
Market Landscape Takeaway
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brand essence
BRAND PERSONALITYStrengths: JCP is viewed as being down-to-earth and well-rounded.
Threats: JCP lacks the boldness and reliabil ity of Target and Macys.
BRAND EMOTIONS
Strengths: JCP exudes emotions of assuredness and satisfaction.
Threats: Unlike Target, which is found to be comforting in nature,
JCP is labeled as detached and boring.
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Mindset
The TransitionalsWe dene our target market of 25-34 year-old females as the
transitionals. The transitionals are in a constant state of change,
navigating through adulthood by traversing through pivotal life events
such as higher education, engagement or marr iage, young motherhood,
new careers, and rst-time homeownership. Frequently prompted to
make important decisions, the transitionals alternate between feelings
of accomplishment and feelings of insecurity. While in the prime years
of their lives, the transitionals fear the 30-year-old milestone and
beyond, which to them signies less time and fewer opportunities to
actualize their life goals and make their mark on the world. Despite
their insecurities, the transitionals steer their own course with youthful
energy and informed ambition, adopting multiple roles and acquiring
their own belongings that t their specic personalities, values, and
lifestyles. Above all, the transitionals desire a sense of authenticity and
self-worth, striving to be comfortable in their own skin, condent in their
decisions, and to be taken seriously by others.
Personality
Pivotal Lie Transitions
Intimate Relationships
The average age for a woman to get
married for her rst time is 26, and theaverage age for remarriage is 34.
24% of women aged 25-34 are
cohabiting, compared to 22% of
women aged 35-39.
For women aged 25-34, 49% are
married college graduates, com-
pared to 51% of married non-college
graduates.
Motherhood
The average age for females to
have their rst baby is 25.
Approximately 54% of females aged
25-29 and 73% of females aged
30-34 have children. About half of
these women have 1 or 2 children.
Mothers aged 25-34 constituted
10% of the total female population
aged 25 years or older in 2008.
Home Ownership
The average age for a rst-time
home buyer is 34.
About 21% of the 40 million 25-
34 year-olds in the United States
moved in 2009, which accounts for
about 1/3 of all moves in nationwide.
In 2010, 39% of 25-34 year-olds
were living with their parents while
43% were living in their own homes.
Higher Education
In 2008, 46% of females 25-34
received a college-level education,compared to 37% of males 25-34.
The most popular Masters
Degrees for women are Business
Administration, Education and
Social Work.
The most popular Doctorate /
Professional Degrees for
women are Law, Medicine (MD) and
Pharmacy.
Early Career
In 2008, among women 25-
34, 74.5% were labor-forceparticipants. - National Institute of
Labor Relations
In recent years, women 25-34 have
shown the biggest career growth of
any group in the world. -Suzanne
Coldfeather, close2love.com
Women account for slightly less
than half of all pharmacists in the
U.S. and earn about 85% as much
as their male colleagues.
target prole
Confdent Sel-Expressers
Unlike their younger counterparts who dene themselves through brand identities, these women are more certain of their own
identities and creatively assemble aspects of the material world to t their own self-concept.
Budget-Conscious Decision-Makers
These women are smart about their spending, prioritizing must-buys and scouting for the best deals. They will, however, indulge
themselves if they consider the quality of a product, service, or experience worthwhile.
Ambitious Multi-Taskers
This demographic is driven to succeed in all areas of their lives, including their families, careers, personal tness, and health.
Although they fear failure, they set high short-term and long-term goals, aiming only for the best.
Tech-Savvy Connectors
To actively maintain relationships with close friends and family, these women embrace emerging social media in all of its forms.
They are a part of the rst generation to comprehensively use internet, mobile, television, and radio to stay up-to-date on currentevents and entertainment.
Perpetual Planners
Nearing or surpassing the 30-year-old mark, these women feel the pressure to achieve and succeed while avoiding costly mistakes.
Thus, they plan far ahead and evaluate multiple possibilities to ensure that they are making the best decisions.
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Despite leading busy lives, Transitionals are able
to stay one step ahead of the game with the help
of technology. They know what they want and
what theyre doing. Its JCPs job to support them.
JCP must establish an engaging, reliable,
and accessible brand personality that
invites rather than forces participation in
order to meet our targets expectations.
Target Prole Takeaway
target prole
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First and foremost, JCP must:
Develop an emotional connection that accurately portrays JCPs philosophy and values.
Establish a unique personality that is relatable to 25-34 year-old women.
In order to establish a stronger connection and personality, JCP willshowcase its most relevant quality its practical understanding of eachwomans individuality. JCP will show that it is both reliable and accessibleto all women in our demographic by:
The campaign will leverage JCP by connecting to the transitionals.JCP will display their understanding of the Transitionals pivotal lifestages by:
With insights from the cultural climate, market landscape, brand essence, and target prole sections,we were able to build an effective brand position and strategy for JCPenney.
The Tone
The Big Idea
The How
Consistently highlighting the importance of the individual consumer through ad executions.
Maintaining an honest and dependable relationship with consumers based on their
individual needs.
Giving them the quintessential retail options that they need to support them throughtimes 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.
brand strategy & positioning
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creative strategy &
executions
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Concept:The voice JCPenney.The subject You.Allowing JCPenney as a brand to participate inand supplement the demographic's very real andpersonal life transitions.
Look:Real. Organic. Quick, unalteredglances into real peoples lives.
Tone:Supportive. Reassuring. Heartelt.
JCP products are made for real people and theimperfect world they occupy. Their lives do not followa predetermined or linear path, and each individualmakes the ups and downs uniquely their own.JCPenney celebrates these distinct paths rather thanimposing their own pre-packaged vision of who thesewomen should be.
Youre on your way, is a positive maximreecting on the universal direction andmotivation that the Transitionals embark on, nomatter what their stage in life may be.
JCP focuses on the core values of honesty,reliability and ease of service.
The goal is simple. JCPcustomers must realize that JCPcares about their individualityand uniqueness in the variousroles they perform.
While other retail competitors may focus onpushing a certain style or identity on theirclientele, JCP embraces the unique variationwithin the target demographic in terms of style,aspirations, and personal needs.
In times of stress and inadequacy, this upliftingafrmation will serve as a reminder of a womansinnermost perception that she is on her way.
The Big Idea: Youre on your way.
creative strategy
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TV Spot:One Dress Fits All
DELIVERABLESThe progression of a single JCP dress throughout the many
stages of a womans life. A heartwarming look at how thesmall things have such tremendous meaning in our lives.
Shot from the rst person perspective in short clips without
words.
SUBSTANTIATION
JCP will show that they understand the realistic role that
clothes play in a womans 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
Ofcial campaign launch date: 84th Annual Academy
Awards. 30-second spots on: 84th Annual Academy Awards;
network shows-The Bachelor, Dancing with the Stars,
Modern Family, Desperate Housewives; cable shows- TLCs
Say Yes to the Dress, Lifetimes Project Runway, and Bravos
Real Housewives franchise; a video streaming ad for these
programs on Hulu.com, Pandora.com, and the network
websites.
executions
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Web/TV: You Made It
DELIVERABLES
Im on my way to the mountains...to a big
interview...to parenthood. JCP website visitors
can use their own self-shot videos with a provided
template to make a professionally produced videoshareable anywhere online. A collection of the
best clips will air in a commercial on New Years
Eve with the added message: You made it.
SUBSTANTIATION
This UGC commercial is made for our customers
by our customers and lets anyone and everyone
become involved with the JCP Youre On Your
Way campaign, fostering a connection with the
brand.
PLACEMENT
Call for video submissions on campaign site
beginning on launch date. Airing on the last week
of each month on 63,000+ digital out-of-home
screens in 20 major cities. Locations of screens
include restaurants, bars, health clubs, ofce
buildings, gas stations, and taxi cabs. A nal TV
commercial broadcast during Dick Clarks New
Years Rockin Eve.
Web: Youreonyourway.com
DELIVERABLES
JCPs landing page will be transformed into
an open-ended search tool where women can
explore JCPs offerings in a whole new way.
Type anything: cocktail party, black and gray,interview. The results: cocktail dresses and
hostess gifts, items tailored to that specic color
combination, and outts to impress an interviewer
accompanied by a blog post for great interview
tips. With this new organic search tool, JCP will
offer the perfect outt, gift, or advice for any
occasion.
SUBSTANTIATION
Sometimes people dont know exactly what theyre
searching for. JCPs new search page will offer a
distinct and innovative search option where not
every result is a product to be bought. JCP wants
to help their customers get exactly what they need.
PLACEMENT
On JCPenney.com from beginning to end of
campaign cycle.
online presence
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Web: Making A Mend Facebook: Virtual Style
DELIVERABLES
Customers will create unique outts
online in JCPs Virtual Outt Creator
that complement each weeks featured
piece of clothing. The top 100 outts will
be displayed on the JCP Facebook page
and shoppers will browse outts to vote
for their favorite by liking it. At the end
of each week, the person whose outt
receives the most likes will be deemed a
JCP Fashionista and will receive the entire
outt for free. Other customers will race to
be one of the rst 500 people to buy the
complete winning outt at a discounted
price.
SUBSTANTIATION
Online shopping becomes fun and
engaging when customers visualize and
design outts centered around a specic
article of clothing. With enticing discounts,
the many online shoppers in our
demographic will check back throughout
the week to see which JCP outts are most
popular.
PLACEMENT
Available on JCPenney.com and Facebook
starting from launch date.
Partnership: Norah Jones
DELIVERABLES
Every woman has goals (what they are
ultimately on their way to) and JCP wants
to hear about them via personal videos
or narratives on JCP.com. Shoppers will
be able to browse these posts and vote
on their favorites. Every three months the
highest ranked post will be used by Norah
Jones as inspiration for a new single.
SUBSTANTIATION
The Norah Jones partnership ensures that
customers feel recognized by JCP. The
contest encourages consumer participation
and interaction and boosts online trafc for
our tech-savvy demographic, but above all
radiates warmth and positivity.
PLACEMENT
Call for submissions on campaign site
beginning on launch date and lasting until
the end of the campaign. Four singles will
be released on iTunes.
DELIVERABLES
Dont throw away that coffee-stained
shirt. Instead, pull up JCP M.D. on your
laptop or web-enabled phone to nd the
right diagnosis for whatever is ailing your
apparel. Learn how to sew a button, hem
a pant leg, or even turn that old skirt into
something completely new.
SUBSTANTIATION
By encouraging customers to x small
problems and to nd new uses for
their clothes, JCP shows that theyre
not about throwaway fashion. Having
a retailer encourage customers to not
always buy something new will show a
stark difference between JCP and other
companies and will show that JCP really
understands the lives of their money-
conscious demographic.
PLACEMENT
Videos will be uploaded to the JCP
YouTube channel and displayed on the
campaign site throughout the campaign
cycle beginning from launch date.
DELIVERABLES
In the My JCP game on Facebook, users
will build and manage their own JCP store.
Players stock their virtual departments
from an up-to-date selection of JCP items.
As game players successfully reach to
higher levels, they will expand their store
to include more departments and items.
Aside from enjoying this social game on
its own, our demographic will be excited to
win a rewards coupon for every ve levels
played.
SUBSTANTIATION
Women in our demographic age group
are the most frequent social media game
players, so sponsoring a Facebook game
is an effective and engaging way to connectwith them. Also, incorporating actual JCP
items will showcase whats on trend and
encourage users to purchase them from
JCP.
PLACEMENT
Available on Facebook starting on launch
date.
Facebook: My JCP
online presence
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Web: As Seen on TV
DELIVERABLES
Puppy Love, a web series created by a former writer of Sex and the City, focuses
on women struggling in relationships with men due to their relationships with their
dogs. JCP will provide the entire wardrobe for the web series, including clothing,
jewelry, and other accessories. The female characters (whom our demographic can
relate to) will shop for outts for their dates in a JCP store, each woman nding the
perfect outt for her specic taste.
SUBSTANTIATION
There is already an established audience that follows Amy Harris work. As she
makes the transition from Sex and the City, which still remains an extremely
popular series for our demographic, a great way to reach Ms. Harris established
audience will be through product placement in Puppy Love.
PLACEMENT
Two webisodes to be aired on Hulu.com in early November 2012.
Web: Banner Ads
DELIVERABLES
This unique banner ad experience will utilize cache search history and cookies
to target consumers based on past searches related to JCP merchandise.
Multiple banners on a single page will depict models showcas ing one particular
item that the consumer has shown interest in, like a little black dress.
SUBSTANTIATION
An important part of building JCPs brand image is connecting to tech-savvy
women. This banner ad caters to each consumers unique preferences in a
fresh, engaging style that says, JCP is not about cookie-cutter fashion. JCP
emphasizes beauty through individuality.
PLACEMENT
Placed on popular websites including Pandora, Amazon, YouTube, Perez
Hilton, Pogo, Big Fish Games, and Monster from start to nish of campaign
cycle.
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online presence
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Magazine Ad: Flip Out
DELIVERABLES
At rst glance the woman in this print ad is wearing featured items (like
the Worthington Lace Trim Cami and a.n.a. Destructed Straight LegJeans), but by ipping through the overlays for the tops and bottoms,
women will be able to create up to sixteen outt combinations.
SUBSTANTIATION
Real fashion is fashion the way you would really wear it, not just the
single permutation often offered in magazine ads. This fun, dynamic
print ad will catch your eye and allow you to design an outt your way.
PLACEMENT
Seasonal inserts in fashion magazines including InStyle, People
StyleWatch, Elle, and Lucky Magazine.
Magazine Ad: Adaptive Apparel
DELIVERABLES
Todays woman is capable of taking on diverse roles within a single day. This
magazine and iPad-compatible advertisement illustrates JCPs potential foraccommodating the multiple roles that individual women juggle.
SUBSTANTIATION
Women work by day, socialize by night, and spend time at home in-between.
JCP understands this and can assist these women in meeting these overlapping,
yet distinct, daily roles.
PLACEMENTMonthly ads in entertainment, fashion, bridal, and parenting print and iPad
magazines, including InStyle, People, People StyleWatch, Lucky Magazine,
Elle, Brides, Fit Pregnancy, and Parenting.
Our Quick Response
Code will accompy
all print ads and
direct viewers to
youreonyourway.com.
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In-store: Role Models
DELIVERABLESJCP will send deals to customers as they walk into
stores by using ShopAlerts by PlaceCast to send
SMS coupons to customers who opt into the system.
No spam will be sent at any time, just coupons and
deals.
SUBSTANTIATIONThough women dont want to be out of the loop, they
dont want their attention grabbed at inconvenient
times. By using the ShopAlerts system, JCP will
interact directly with customers with information that
is timely and relevant to where they are.
PLACEMENT
Accessible by any phone capable of SMS messaging.
Geofence GPS technology will be placed in JCP stores
nationwide beginning from the launch date.
Mobile: Shopping Zone
DELIVERABLESClothing displayed in-store will be showcased as closets customized
by featured designers, sponsored personalities, and winners of
the different JCP online fashion contests. Closets will display JCP
items along with personal touches from the curator such as framed
photographs, favorite movie posters or paintings, fashion sketches,
or other inspiration.
SUBSTANTIATION
Giving JCP customers a peek into the closet of a notable person will
increase brand interest while emphasizing the campaigns message
of individuality and realism. The displays will take JCPs interactive
virtual forum to a more personal level, generating interest in pre-
existing online contests and the JCP blog and choosing famous
personalities will also engage their fans within our target market.
PLACEMENT
Different closet design displayed on rotating basis throughout the
campaign cycle in JCP stores nationwide.
In-store: Collective Closet
in-store experiences
DELIVERABLES
At select JCP stores, live mannequins will showcase new
products and trends in a surprising and authentic way. Each
window display will show real women in different roles and
settings, such as a woman enjoying coffee with her fr iends or a
professional woman on her way to work.
SUBSTANTIATIONWomen will take notice of these live, eye-catching window
displays. Store mannequins are stark and lifeless, so by
showcasing real women wearing real JCP clothing, we will
demonstrate that JCP itself suits the real, modern woman.
PLACEMENT
Showcased in 20 JCP stores in the nations largest cities
right before the launch date, Mothers Day, Black Friday, and
Christmas/Hanukkah.
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App: QR Code Scanner
DELIVERABLESA mobile application designed for our on-the-go, I
check my email while in line at Starbucks type of
woman. This is a barcode scanner, wish-list generator,
total price calculator, inventory checker, store directory,
and outt guru all in your pocket. We cut the hassle and
complication of so many other apps and created an
intuitive, natural, and easy-to-use tool.
SUBSTANTIATIONJCP already has a well-developed and renowned app as
well as in-store interactive kiosks, but they are missing key
functions that much of our demographic wants. The JCP
Pocket Kiosk includes everything they need and nothing
they dont.
PLACEMENT
Available for download on iPad, iPod Touch, and iPhone
and Android smartphones starting from launch date.
Billboard: Trafc Trends
DELIVERABLESWomen today are always driving somewhere, and driving
is boring. With a dynamic, car-sensitive billboard, drivers
themselves will change the image on the billboard simply by
passing an infrared sensor. The billboard features several
women modeling JCPs latest fashions. As cars speed past
the sensors the corresponding lanes clothing will change
rapidly through several outt options, creating a rhythmic andenergetic ad.
SUBSTANTIATIONWhether they are the lone driver going home late at night or oneof many commuters passing during rush hour, each driver will
individually impact the billboards image. In the outts shown,
JCPs modern styles will be showcased in an exciting fashion.
PLACEMENT
Beginning on launch date, for every two months, a new
brand will be featured on 2000 digital billboards in 35 major
cities.
on the go
Radio Spot: Fine-Tuned
DELIVERABLESA series of radio ads will target local audiences heading to big events
in their area. Families driving to the big game will hear that JCP sells
coolers, tail gate chairs, and team jerseys. Other people on their way to
a big local marathon will hear about JCPs workout clothes and running
shoes. The spot would also describe a contest in which people will bring
their event tickets to their local JCP to enter a drawing for a chance to
win items mentioned in the radio spot.
SUBSTANTIATION
By acknowledging the specic events people may be on their way
to, it creates an emotional connection to our demographic.
PLACEMENT
Stations playing hits from the 80s, 90s, 2000s, and today. Aired
during peak trafc and after targeted local events.
In addition to the contest, a series of radio ads will run that emphasize
how clothing can play an important role in womens recollections of
fond memories.
Sample Script
Right now, youre probably on your wayto the Chargers game. I bet you already have
your cooler, team jersey, and oam fnger, but are
you prepared or the ater game? JCPs got you
covered or everything you need to recover rom
3 hours o cheering, including luxurious Pacifc
Coast pillows, Adidas sweatpants, and i youre
eeling a particularly intense post-win high,
leather massage chairs. JCP is here or you ater
but or now, youre on your way.
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Event: Make a Run For It
DELIVERABLES
The JCP Womens Half-Marathon will give women
an opportunity to accomplish a self-empowering goal
while raising money for the Women Helping Women
charity. Free training sessions held for participants
at JCP stores will bolster the participants physical
capabilities and condence. A banquet will be held
the night before the marathon, complete with a dinner,
speakers from the charity, and a rafe to promote JCP
merchandise and our healthy-lifestyle sponsors.
SUBSTANTIATION
Sponsoring a half-marathon will frame JCP as analtruistic company that inspires and strengthens
womens condence. Training sessions will show
participants that JCP wants them to develop skills
needed to successfully complete the race. Completing
a half marathon is a signicant personal achievement
that will leave participants feeling accomplished.
PLACEMENT
Marathon will take place in Denver, CO. Registration
begins March 2012 and the event will take place in
September.
Event: Along For the Ride
DELIVERABLES
Hailing a cab is always a hassle, but when the JCP eet of taxis
roam the streets, city-goers will be excited at the prospect of
agging down a free ride. On weekends and holidays in select
cities, JCP Cabs will drive around looking for lucky patrons
who will receive complimentary ri des between clubs, bars, and
restaurants, helping and surprising people on their way.
SUBSTANTIATION
Targeting a trendy city crowd, complimentary cab rides will
demonstrate JCPs desire to make nights out on the town,
and life in general, easier and more enjoyable for women
everywhere. Creating a city-wide hype, cab-goers willconstantly be on the lookout for the next free ride, keeping
JCP on everyones mind.
PLACEMENT
For one weekend each month, 20 taxis will travel through the
nations 30 largest cities.
events
Event: Accessible Apparel
DELIVERABLES
The JCP On-The-Go Style Trucks will be tightly curated to
include stylish and compatible accessories, shoes, and
clothing that will help accent any outt. These trucks will
be parked in business districts, tourist zones, and shopping
districts without a nearby JCP store. Women will also be able
to follow each trucks updates on Twitter to keep track of its
next location.
SUBSTANTIATION
These mobile stores offer a unique and convenient shopping
experience for women, perfect for a quick shopping break.
By only offering select merchandise, shopping becomesmanageable, allowing for quick nds. Women can plan ahead
to stop at a JCP On-The-Go Style Truck or can spontaneously
stumble upon one and take a break from their busy day.
PLACEMENT
In the month prior to the star t of each season, 30 Style Trucks will
travel through the nations largest cities, one per city.
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Giveaway: Ellen
DELIVERABLES
JCP will host a month-long giveaway on Ellen, the
popular 31-time Emmy-winning talk show. People
across the country will nominate the most inuential
woman in their lives, and as the nominations are
submitted Ellen will choose her Top 20. These
selected women will all be own to L.A. with a
guest, provided with hotel accommodations,
featured on the Ellen show, and given a complete
JCP wardrobe along w ith $10,000.
SUBSTANTIATION
The Ellen show has elevated itself to become one
of the top daytime TV shows in the nation. This
giveaway allows JCP to connect with its audience
and reminds them that JCP sees customers as
unique individuals with important ideas to share.
PLACEMENT
20 episodes of The Ellen DeGeneres Show to air
in May.
Giveaway: Bundle o Joy
DELIVERABLES
JCP will donate Binky Bags to new mothers in
maternity wards all across America on Mothers Day.
The JCP Binky Bags include plush blankets, clothing
for their newborn, bibs, and colorful toys tucked into
a convenient diaper bag, all of which are available
at JCP. The kit will also contain the exclusive JCP
zip-up hoodie and ip-ops package.
SUBSTANTIATION
Even with nine months to plan, new mothers may still
feel anxious about the new addition to thei r family. By
giving out JCP Binky Bags, we will give new mothersa feeling of relief, helping them with their next big
step into their new role as a mom.
PLACEMENT
2,500 bags will be donated to hospitals in each of the
nations 20 largest cities on Mothers Day.
Giveaway: Zip-Flip
DELIVERABLES
Slipping into a comfy, loose sweater and a pair of
ip ops always feels great. JCP gets it. In our Zip-
Flip Giveaway, JCP will hand out those comfort items
simply to make life that much more enjoyable. This
perfect pair of JCP items will be given out during our
Along for the Ride event, Bundle of Joy giveaway,
and at our JCP Make a Run for It marathon.
SUBSTANTIATION
We want women to know that JCP is here for them,
whether inside the store or out. This giveaway directly
reaches out to JCP customers and is also a greatway to spread the word about JCPs commitment
to women everywhere. Giving out a sweater and
ip-ops shows that JCP is devoted to keeping their
customers comfortable.
giveaways
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TV Spot: Put a Ring On It
DELIVERABLES
Youthful novelty rings and mood rings are replaced by class rings as
she grows older, eventually showcasing a sophisticated Modern Bride
engagement ring. Nostalgic and emotional, this spot acknowledges the
importance of all the stages of a womans life and and promotes one
particularly fundamental stage: her marriage. Shot from the rst person
perspective in short clips without words.
SUBSTANTIATIONResearch shows that 65% of brides give direct input for theirengagement rings, revealing that women place great importance
in selecting the rings that symbolize the love in their lives. Creating
an emotional connection between potential brides and the ModernBride collection is essential so that Modern Bride rings will shine on
their ngers for years to come.
PLACEMENT
Network shows-The Bachelor, Dancing with the Stars, Modern
Family, Desperate Housewives; cable shows- TLCs Say Yes
to the Dress, Lifetimes Project Runway, and Bravos Real
Housewives franchise; a video streaming ad for these programs
on Hulu.com and the network websites.
DAVID YURMAN
This partnership will provide shoppers
with affordable jewelry from a high-end
designer with classic American style.
To further JCPs already established
Modern Bride concept, David Yurman
engagement rings are an elegant but
affordable option.
CRATE&BARREL
Known for its upscale and contemporary
style of home items, Crate & Barrel is
the perfect home store collaboration for
JCP, providing customers with affordable
yet stylish home items to match their
lifestyles.
KATE SPADE
Kate Spade, known for its colorful,
cheerful designs, will infuse JCPs
handbag collection with a fun and
modern twist. A label many women
admire will nally be a reasonable and
affordable option.
In-Store PartnershipsDELIVERABLES
To build JCP brand awareness and to further provide current JCP customers with the merchandise they love, the following
strategically chosen merchandise partnerships will give customers fashion-forward, good quality products at the affordable price that
JCP is known for.
PLACEMENT
Launched individually on different holidays in JCP stores nationwide and JCPenney.com.
LULULEMON ATHLETICA
Promoting health and happiness,
Lululemon will design affordable, high-
quality, yoga-inspired clothing and gearfor JCP. To launch the partnership,
JCPs across the country will host
complimentary, in-store yoga lessons
during the summer leading up to the
JCP Womens Half-Marathon in the
fall. Women will enjoy the physical and
emotional benets of yoga that JCP
help provide.
partnerships
SUBSTANTIATION
JCP cares about the health and
happiness of the incredible, superhero-
esque women in this country. By
partnering with Lululemon to give the
gift of yoga, JCP hopes to recognize
these women for all that they do.
PLACEMENT
Lululemon activewear will be available in
JCP stores nationwide and JCPenney.
com beginning June 2012. Yoga sessions
will also begin in June 2012 in 500 JCP
locations across the country and continue
on a bi-monthly basis for three months.
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To connect with our tech-savy demographic, JCP will par tner with
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
Gwenyth Paltrows blog, GOOP, embodies important aspects of awell-rounded womans lifestyle. A new section on GOOP called JCPs
Savvy Spender will promote a variety of JCP items, while Gwyneths
Picks on the JCP website will feature products chosen by Ms. Paltrow.
MONEY SAVING MOM
Our partnership with deal-nding connoisseur Crystal Paine of
MoneySavingMom.com will include a JCP Deals of the Day tab on
her website to feature JCP i tems great price and quality. To engage
budget-conscious shoppers, a share button will be available for
women so they can suggest items to friends in their social networks.
Blog Partnerships
KANDEE JOHNSON
Kandee Johnson, a mother of four whom our demographic can
relate to and trust, uses YouTube to showcase her expertise a bout
hair, makeup, and fashion. Kandee will create a set of ve videos
for JCP with accompanying blog posts to showcase JCPs variety
of fashion-forward products and services.
On her blog, thepioneerwoman.com, Ree Drummond chronicles her
life as a ranchers wife and mother of four. With sections dedicated
to everything from home decorating to cooking, she keeps readers
amused with her unique perspective. JCP will sponsor product
reviews and giveaways related to each section.
PIONEER WOMAN
JCP will partner with writer Kat Grifn from Corporette.com to
reach out to hardworking professionals in our demographic. This
partnership will engage our demographic through blogs, vlogs, and
in-store workshops, using outts and accessories from the JCP
catalog to promote JCPs professional apparel.
CORPORETTEMICHAEL KORS
Michael Kors is synonymous with classic,
clean style. JCPs collaboration with Michael
Kors will give customers the option to
purchase timeless Michael Kors pieces at an
incredible price.
TORY BURCH
JCP will partner up with Tory Burch to create
her rst ever bedding line to be sold exclusively
through JCP. Her fresh prints will attract young
members of our demographic who are looking
for a more contemporary style.
partnerships
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media plan
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TargetReach/
Frequency CreativeTimingGeography
Objective:
Turn JCP into a lovemarkand premier shopping
destination among
25-34-year-old females.
Strategy:
Create and deepen thecognitive-emotionalconnection between the
target and JCP at allcustomer touch points.Enhance existing and
generate new points of
contact that highlight JCPas the solution to the
targets particular wantsand needs.
Objective:
Reach 75% of the targetaudience with the effectivefrequency of 7.
Strategy:
Use a diverse set of
traditional and emergingmedia to achieve theoptimal reach-to-frequencyratio among our highlysegmented targetaudience. Select media
vehicles that correspond
highly with the targetsmedia consumption habits.
Objective:
Provide the best situationalcontext and frame ofmind for our target to
understand the creativemessage, which illustratesJCPs unique narrativeand distinctive value overcompetitors.
Strategy:
Utilize specic mediaalternatives that reect themobile and transitional core
of the Youre on your waycampaign.
Objective:
Utilize various schedules
to strategically launch andpropagate executions through
the campaign cycle acrossmultiple media platforms.
Strategy:
Continue JCPs tradition of
launching creative duringthe 84th Annual AcademyAwards--the Womens
Superbowl. Take advantageof spikes in target spending
behavior during holidayand shopping seasonsthrough ighting and pulsingschedules while maintaining
a stable brand presencethrough continuous andblinkering schedules.
Consider targets lives asopportunities to establishbrand relevancy.
Objective:
Establish brand contactwith target markets that
are likely to have access to
JCP.
Strategy:
Utilize a combination ofnational and local mediato capture both broad and
niche markets. Dedicateextra communicativeefforts to metropolitan
areas where the target is
especially concentratedand JCP is a highly-
considered and accessibleretail choice.
media objectives and strategies
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campaign calendar & budget
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Quantitative:
Search volume of related JCP keywords
Internet Cookies to identify web users & frequency of visit
Conversion rate of consumers due to search
While customers remain loyal, JCP struggles to keep up with the
competition in attracting new customers. Therefore, by observing
the rate of those who are new to the brand and purchase an item,
JCP can see how the brand successfully appeals to a broader
audience.
Qualitative:Social Intensity: represents the rate at which social actions occur,
such as rating, sharing, blogging, recommending, commenting,
etc.
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
We will evaluate our campaign based on the opening of new online accounts. Based on our research and optimizations, we expect that for every $30 we spend on paid media, one new account will be opened.
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 rst 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.
measurements of success & evaluations
Quantitative:
Online survey featured on JCPs main site, as well as a link
placed on JCPs Facebook page
Qualitative:
Secret shoppers will account for the success of the in-store
experience.
JCP will be able to check for the successful implementation of
the in-store experience.
To assess brand image, we will test for brand recognition and
perceived values.
JCP will be able to check how the brand has evolved and is
perceived more in line with the image they are trying to project.
1. Survey:
Reach for 5,000 samples and give out 500 rewards $5 each
500 x $5= $2,500
2. Keyword Research
Use WordTracker (http://www.wordtracker.com), for which a
subscription costs approximately $250 per year.
3. Secret Shoppers
Top 100 JCP stores (based on sales) nationwide; JCP sends
2 people to the store quarterly and they act as secret shoppers
and report how customers shop at JCP for 4 hours each.
100 stores x 2 secret shoppers x 4 times/year x 4 hours x $15/
hour rate= $6,400
Estimated Evaluation Total $9,150
Campaign Metrics
Continuous Maintenance Periodic Maintenance Estimated Cost
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JCPenney. Youre on your way.
Consumers today are savvier, more demanding, and have more options and choices than ever before. While technology has enabled them to pick and choose
from millions of options with the touch of a nger, navigating through the clutter can be hectic for them. The transitional woman is constantly on the go, in more
ways than one, and to win her respect and engagement, a company must develop a unique and genuine connection with her. The brand that sparks the most
honest conversation and provides the most helpful customer experience, both in-store and online, will be the one she champions.
The company that builds the best connection, the most effective and honest relationship with each and every one of its unique customers, will become the
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. Youre on your way highlights
JCPenney as the modern womans place to shop for all of her life transitions, hassle-free, while consistently delivering style, quality, and affordability. Its a
relationship that leaves you feeling content, condent in the purchases youve made, and ready to tackle the rest of your day.
conclusion
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Marketing to Women Quick Facts. Sheconomy. Ed. Stephanie Holland. Holland + Holland Advertising, n.d. Web. 10 Mar. 2011. .
Meaning Really Matters: The MetLife Study on How Purpose Is Recession-Proof and Age-Proof. Mature Market Institute. MetLife, July 2010. Web. 10 Mar. 2011.
State of the Media 2010: US Audiences and Devices. The Nielson Company, n.d. Web. 22 Feb. 2011.
The Reality of the Working Woman: Her Impact on the Female Target Beyond Consumption. Ad Age Insights Whitepaper. Ad Age, 7 June 2010. Web. 10 Mar. 2011.
The Top Trends for 2010. The Nielson Company, 22 Dec. 2010. Web. 22 Feb. 2011.
32
Sources
Credits
Account Supervisors
Raquel Castro
Sam Milechman
Nicole Shamtoob
Design
Fredo Chen, Design Director
Gage Nguyen, Layout Manager
Nate Villegas, Second Layout Manager
Rosalie Yu
Strategic & Media Planning
Lily Berticevich, Editor
Tianna Cisowski
Jennifer Greynald
Eloisa Julio, Strategic Planning DirectorEsther Kim
Andrea Liao, Media Planning Director, Content Manager
Cathleen Miclat
Jennifer Noonan, Media Planning Director, Media Budget Manager
Yina Qiao, Media Planning Director
Jenny Ta, Strategic Planning Director
Sami Vega
Creative
Kristin Bisely
Mesa Dobek
Journey Kan, Visuals Manager
Aki KondoJacob Masga
Shanley McDonald, Creative Director, Content Manager
Michael J. Morillo, Copy Manager
Jason Owyang
Ali Saldinger, Editor
Eva Slusser
Christine Takaichi, Creative Director
Shawn Tharayil
Special Thanks to
Jane Bitar