NSAC JCP Plansbook

it starts at

Boston University NSAC 2011

JCP Plansbookv5_Master.indd 1 3/23/11 1:01 PM

ii

executive summarycontentsjcpenney has held a long-standing reputation for fashionable clothing at reasonable prices. However, with an onslaught of new competing retail chains and specialty stores and the evolution of the cautious and resourceful consumer, jcpenney’s share of women 25 to 34 has declined.

These women feel that jcp don’t relate to them and their needs, nor do they feel that jcpenney products have good value. These shopping-savvy consumers have grown immune to the routine, budget-focused messages of previous jcp campaigns as they are already confident in their own ability to find a good deal.

COMave Advertising introduces the “it starts at jcp” campaign to reinspire and engage these independent 25- to 34-year-olds. The campaign takes a different approach by reminding women of the exhilarating, “thrill of the find” sensation they experience when shopping. It makes them feel confident with their purchases by giving them the tools to share their stories, and rewards them for shopping at jcp, both emotionally and financially.

The “it starts at jcp” campaign will:

Increase average shopper frequency to at least once a month Achieve 5% growth on jcp Facebook store and jcp.com purchases Increase store traffic by 10% among target audience

To best reach the 25 to 34 year old female shopper, our campaign will roll out in three phases: first, to create buzz through mass events and build awareness of the new jcp through traditional media; second, to engage the target directly through out-of-home placements and events to bring the consumer into the store; and finally, to retain our new customer base through reward tactics and marketing strategy in malls.

Media spending will be year round, beginning in February 2011, and features a pulsing plan with an emphasis on our second phase, driving as much of our target audience as possible to the store.

Category Overview ......................1Competitive Landscape.................2 JCPenney...........................................3 Category Trends..............................4 Primary Research............................5 Target Audience...............................6 Target Profile....................................7 Campaign Objectives......................8 Positioning.........................................9 Campaign Strategy...................10-11Creative Strategy...........................12Phase One: Launch..................13-17Phase Two..................................18-21 Phase Three..............................22-23Partnerships...................................24 Out of Scope.................................25 Media.........................................26-27 Copy Testing..................................28 Evaluation.......................................29 Conclusion.....................................30


1

category overview

department store retailing

our analysis

Department store sales have been declining since 2005, especially since the recession hit in 2008, and consumers have been cutting back on discretionary purchases.9 Recently, the decline has slowed.

Department stores have not been successful at offering incentives to attract customers who usually shop through other retail outlets.10

...shows us that jcpenney competes with other retail outlets and chains besides department stores. jcpenney must also recognize the power of today’s savvy shopper.

threat of new entrants

Decreasing number of independent retailers3

Increasing number of chain stores4

power of the customer

As a group, customers have the ability to demand high-quality products at bargain prices2

Learn about deals online through mobile devices

power of clothing suppliers

Cotton prices have been increasing since 2009 and are now 80% higher than before1

threat of specialty stores

Specialty stores provides more specifi c product options for consumers

Easier to navigate than department stores5

department store rivalry

Slow market growth6

Memberships and other special services are offered to gain loyalty7

More clothing companies expanding online distribution8

Department Store Sales since 2005


2

competitive landscape

“Expect Great Things”

Typical Customer: 35-44 years old14

Ad Tone and Emphasis: Available for the whole family Great brands with great savings Takes advantage of teenage trends

by using pop music icons

25-34 year old woman thinks...

Kohl’s is a reliable bargain source for the entire family with choices for all ages.

“I know that my son is going to grow out of the clothes fairly quickly so why not just buycheap clothes that I know will get the job done?” - female, 32 (married, kids)15

“Life’s a Moving Target”


Ad Tone and Emphasis: Humorous Lighthearted (“Hello, goodbuy”) Take advantage of trendy celebrities

(i.e. Black Eyed Peas, Taylor Swift, Christina Aguilera)


Target is the place for the budget and quality conscious shopper.

“I love the way that target has everything I need in one stop! Food, beauty, clothes, and shoes! I can even pick up a new CD for the car ride home!” - female, 28 (single, no kids)17

“Magic of Macy’s”


Ad Tone and Emphasis: Stylish celebrity spokespeople Family oriented Brand specific


Macy’s makes the top designer brands accessible to everyone.

“I love Macy’s exclusive brands.” - female, 26 (married, no kids)12

“INC styles are so trendy and I love the store’s rewards program.”13


3

jcpenney

“We Make it Affordable, You Make it Yours”


Ad Tone and Emphasis: Value Conscious For the whole family


jcpenney is known for their low prices, but the customers don’t connect with the style or quality.

“I love logging onto Facebook or Twitter to see all the great deals posted online.” - female, 26 (single, no kids)19

target audience & jcp

87% of our survey respondents felt that JCP was affordable 87% of our follow-up survey

respondents know JCP is a department store, instead of a discount store like Walmart

67% felt that JCP appealed to 35 to 54 year olds Clothes are “low quality” Stores are “cluttered”

In the last 6 months, 72% of our target audience shopped at Target, 54% at Macys, and only 10% shopped at JCPenney.

opportunities threats

strengths weaknesses Excellent customer service Affordability Strong historical brand High virtual presence

Consumers see JCPenney as “budget” shopping as opposed to “fun/relaxing” shopping13

Perceived older customer base21

Mobile couponing is growing, especially in the retail category sharing deals22

Consumers are slowly beginning to spend more on personal items23

Price inflation on textiles24

Consumer confidence is on the rise, but still low

Our target’s thoughts on jcp20

swot analysisWe derived the following opportunities and threats for our campaign through

our primary and secondary research.


4

category trendstrends among the consumer

social According to reports August 2009 and July 2010 retail social media usage increased by 10% and click through increased by 16%25

Social Twist also noted that over a million referral messages were sent using their Tell-a-Friend service26

technology The customer has the power to discover the best deals through new technology. Shoppers are able to compare prices through mobile apps, research, overseas shopping and websites that offer a daily deal.

flexibility With all of the options available now, consumers can shop anywhere, at any time. Including in-store, e-commerce, on mobile devices, through Facebook, social sites, and video enabled websites such as YouTube.27

Customers between the ages of 25-34 are more likely to research online before going to a jcpenney store, primarily to research price and secondarily to seek item availability.28

moving forward

This confirms that more women use social media outlets, such as Twitter and Facebook to share their daily personal triumphs with their friends. This confirms that technology and mobile devices are a large part of women’s shopping experiences and trends, since they provide these women with a wide variety of deals. This confirms that the consumer knows her time and money are valuable. It is important that she scouts out the most convenient place to buy her items at the best prices.


5

primary research

research objectivesWe implemented a wide-spread research design to accomplish the following objectives:

Understand the behavioral and emotional characteristics of 25 to 34 year old women Evaluate jcp’s performance compared to competing mass retailers and department stores Identify the brand’s strengths and weaknesses through customer perception and feedback

1,087 overall research

impressions

938 major surveys taken 129 follow-up surveys taken

10 shopper* interviews

10 in-depth interviewsMonitoring of twitter, blog mentions of jcpenney

Secondary Research (65+ sources)

“I share with my friends. My friend Julie and I are constantly talking about sales.” -Female, 26 (married)30

“Shopping is a release, I need it.” -Female, 28 (married with kids)31

“It is fun to get out but I am also budget oriented.” -Female, 29 (married and kids)32

*Shopper interviews are women who have shopped at JCP and its competitors withing one week to one month.

target insightsTo our target:

shopping is an emotional experience that provides a “release.” saving is important, but not at the expense of style or purchasing from stores that they like. sharing their deals with their friends is common, particulary via text, Facebook and twitter.29


6

target audience

“I shop more alone. It is easier because you can spend as much time as you want looking for things, try on as much stuff as you want.”

-Female, 34 (unmarried, no kids)37

key insightsOur target members are learners and sharers.Our target uses media to learn about and share fashion and deals. 57% of our survey respondents read fashion blogs and magazines. 9 out of 10 of our in-depth interview subjects and the majority of our focus group participants said that they told their friends about their steals through face-to-face, texting, or Facebook.33

Our target is style-focused. These women value style and affordability fi rst and foremost while they are shopping, except for when they shop for work wear or footwear. In those arenas, our audience is looking for style and quality.35

Our consumers are savers. They primarily enjoy coupons, followed by sales events and card discounts. These women are budget-conscious. Those who are raising families are especially prone to purchasing clothing on clearance.40

Our target doesn’t like to compromise. These women know what they like and are confi dent that they can get the style they want at the price they want. And they won’t settle for anything less than that. 47% of our survey respondents say they go to the stores they like and if they fi nd a sale, they’ll take advantage of it.38 In general, women 25-34 years old will most likely head right to the clearance rack at their favorite store.39

Our target has an emotional attachment to shopping.Shopping is a “release,” an emotional activity. It’s their guilty pleasure, their “hot fudge sundae” as one focus group participant put it. They still are conscious of their budget, but they cannot deny that shopping is an activity and is a way to let loose.42

Our target is independent.64% of our consumer shops alone, which they prefer to do. Our target woman only has so much time to shop for herself and she wants to make the most of it by focusing on herself.36

“I found a sale at Nine West - I texted my best fr iend. I defi nitely brag about steals.”

-Female, 26 (unmarried, no kids)34

“I only shop sales; Ikind of need to now that I’m shoppingfor my family!”

-Female, 28 (married, no kids)41


7

target profile

While she usually shops alone, Rebecca is a connected woman. She likes to share her fashion finds through word of mouth, social media and blogs. In her many circles of family and friends, she is considered the leader. Her high sense of self-worth and confidence encourages her to share her opinions widely over Internet and word-of-mouth channels.

meet REBECCA She is a young professional between the ages of 25-34 who is savvy, optimistic, open-minded, free spirited, and wouldn’t dare to settle for anything less than a good quality product and a good deal.

Rebecca is an independent shopper. She doesn’t need her girlfriends with her to enjoy shopping. She does appreciate having her friends’ input on her outfit choices, but at the end of the day, Rebecca relies on herself to make decisions and have a good time.

Rebecca shops with a purpose, she realizes what she needs to buy for herself and her family, but she also enjoys browsing around the store for whatever catches her eye. She also knows that she can find something that she likes at the price that she wants, and she relishes the thrill of the find. That’s why she feels like shopping is not only a responsibility but can be a fun stress reliever. When it comes to shopping, she is multi-item minded and balances having a good time while minding her budget.

independent connected

self aware


8

campaign objectives

With a compelling campaign that reaches 25-34 year old females at all touch points and through various media, we will aquire the following objectives:

Increase average shopper frequency to at least once a

month.

Achieve 5% growth on jcp Facebook

store and jcp.com purchases.

Increase store traffi c by 10% among target

audience.


9

positioning

To Rebecca, jcpenney provides the empowering experience

through the excitement of finding a “steal” and that rewards her post-purchase better than Kohl’s, Target, and Macy’s.

Shopping at jcpenney is an empowering experience...

The deals Rebecca finds while shopping at jcpenney allow her to put style first without straining her wallet. This leaves her feeling accomplished and excited because she spent her money well while shopping at jcpenney.

...that rewards her life

The products Rebecca buys at jcpenney make her feel confident with her purchase and therefore with herself. jcpenney instills pride in Rebecca for finding great deals, and she is reminded of that pride everytime she wears her outfit and shares its story.


10

campaign strategy

problem: opportunity:Some see them as problems. We see them as opportunities.

Majority of our respondents felt that jcp was “cheap” and its major benefi t was their low prices.43

Our target felt that the jcpenney brand appeals to an older set of women.44

Our research respondents felt ambivalent about shopping at jcp, either vaguely negative or vaguely positive. 45

Our campaign will excite the consumer by refreshing and revitalizing the shopping process for our target audience.

Since jcp has well-established its reputation for affordability, we want to move beyond the “low prices” platform to one that speaks to the emotional side of shopping.

We’re creating a youthful campaign that relates to events and experiences from the lives of an average 25- to 34-year-old.

“Cheap”

“Mall”“Fun!”“Old”

“Has the clothes for me”“It has a nice atmosphere.”

“I’m excited to shop at JCP”

“Amazing deals”

what they say now46: what we’ll get them to say:


11

campaign strategyour STRATEGY:

Capture the feeling of the “thrill of the fi nd”

Appeal to our target’s emotional relationship with shoppingOur campaign will resonate with the target audience by relating to her appreciation of bargain shopping as a confi dence booster. We will also make Rebeeca feel smart by giving her the tools to show off her deals, empowering her to be the savvy shopper leader among her friends. She’ll relish the feeling of confi dence that comes with fi nding and fl aunting her jcp “steals.”

It’s this feeling that gets Rebecca excited about shopping, and what will excite her about shopping at jcpenney. Also, it’s this concept that will push the jcp brand beyond the “low prices” positioning.

Our campaign will reach out to Rebecca directly not just to encourage her to visit jcp stores once, but to keep visiting. The satisfaction from shopping jcp deals will reinforce her loyalty as much as our monetary incentives will.

To excite Rebecca so she’s inspired to shop at jcp,

to empower Rebecca so she feels confi dent about her savvy shopping and jcp,

and

to reward Rebecca so she’ll shop at jcp again.Establish a personal relationship with the

target to encourage loyalty


12

creative strategy

The feeling of success and self confi dence starts with the fi nd at jcp.

PHASE ONE PHASE TWO PHASE THREE

FEBRUARY-APRILKick off the new jcpenney campaign with a buzzworthy initiative that leads up to the launch of the new broadcast commericals aired during the Oscars.

MAY-OCTOBEREngage and involve the customers in the brand by using guerrilla adverting, and bringing the store experience to them.

NOVEMBER -FEBRUARYFocus on in-mall advertising during the holiday and post-holiday rush to bring the target into the store.

focus on apparelWe want to connect with the customer on an emotional level, and whenever these women spoke about a “release”, it was for clothes shopping. We will get them to slowly accept our message by using a message based on a shopping

product they’re familiar with apparel.

avoid pricingBy avoiding naming specifi c prices in our campaign, we create an opportunity to make an emotional connection that transcends the bargain. Instead of focusing on the money they save at jcp, our target will connect with the confi dence and excitement of fi nding

a treasure.

it starts at

segmentationWe chose to target “women with

children” and “women without children” together because both groups are similar in their feelings about shopping. The majority of

women with and without children view shopping for themselves as a “release”,

which is why they value shopping alone. Both segments also prioritize

fi nding deals when they shop and share them with their friends.47


13

campaign launchQR code Treasure HuntCost: $3,480,000February - March

it starts here

Our campaign will launch with an unbranded QR code on billboards in thirty major cities all across America. The QR code will take users to the jcpenney Treasure Hunt microsite, which includes instructions on how to play. Users can log in through their facebook account to create a profile and track their progress.

The Tresausre Hunt is a series of clues that can be unlocked to win points that add up to prizes. For example, users with 250 points or higher are eligible to win a free makeover at Sephora; users with 300 points or higher are eligible to win a $50 gift certificate to jcp; and so on. Answers to clues can be found in the store, on the jcp website or facebook, and even during the new jcp television commercials that debut during the Oscars.

Home Profile JCP Treasure Hunt Prizes

1.

2.

3.

4.

Carol Issa (McLean, VA)

Karen Hamill (Boston, MA)

Jason Sifre (New Paltz, NY)

Juliana Becker (San Diego, CA)

461

412

370

298How to Play

Login

Facebook Login

Email:

Password:


14

television

Woman takes a grey, smart-looking suit out from a rack at jcp.She walks with it into the dressing room.Music begins

She walks out of the dressing room and into an interview where she is shaking hands with an employer.

As she walks out of his office, she walks into a meeting where she is clearly giving an important presentation with all eyes on her wearing the suit

Making it big starts at jcp.She gets up from the chair and walks out of the dressing room, carries the suit to the counter at jcp.The one that gives you the kind of confidence that only comes from finding that deal. That perfect fit.

From the board room, she walks out and into her new corner office where she sits on the chair and swivels around.Making it starts with finding the outfit

Selections: ABC, VH1, E!, Hulu, YouTubeWe will continue the 10-year tradition of sponsoring the Oscars, when we will launch our TV campaign. The target demographic (25-34) spends about 10.7 hours a week watching television during its regular broadcast time.48 Selecting placement on channels that already cater to the target market will increase the effectiveness of the TV ads and justifies the portion of the budget allocated there.

academy awards sponsorship and TV launchImpressions: 636,761,250Cost: $25,682,063CPM: $35


15

academy awards

We will have E! website takeovers after awards shows to capture the attention of the women going to see the fashion from the previous nights. Women ages 25-34 are 45% more likely to watch E!49 and eonline.com has 2.5 million unique US visitors per month.50

At first, the background will feature the model trying on a dress in a jcp fitting room, and after five seconds on the site, the background behind her will change to a scene of a night out.

Academy of Motion Picture Arts and Sciences and ABC released a companion app on smartphones and tablets for the Academy Awards.During the Oscars, the app listened to the sounds from the TV and synced with the program, which enabled viewers to go behind the scenes before, during and after the ceremony.

We will leverage this technology to enhance our sponsorship. During jcp commercials, the app will take viewers to the online store where looks from the advertisement are featured.

second screenCost: $0

E! page takoverCost: $ 1,496,250

it starts at


16

traditional media

Each print ad will have two layers. The top layer is an image of the jcp fitting room or store printed on a transparency with an image of a woman showing through. A look at the bottom layer shows the same woman bringing that steal of a purchase into her life and displays her confidence over her purchase.

Impressions: 92,462,614Cost: $14,695,313CPM: $120.47

print

You know when you look good. It’s when the right shoes, the right dress and the right hair have aligned and leave you feeling only the good vibes. You’re unstoppable - you felt that way the day you discovered this little steal. And that knowing smile, the one that came from thinking about your shopping victory? It makes your outfit.

your night out starts at

The getaway: your favorite excuse to search for The New Spring Dress, The New Sunglasses and The New Bathing Suit for The New You.

And dreaming about those perfect outfits for your future self? It can’t even compare to when your current self finds them on the rack.

your getaway starts at

The getaway: your favorite excuse to search for The New Spring Dress, The New Sunglasses and The New Bathing Suit for The New You And dreaming about those perfect outfits for your future self ? It can’t even compare to when your current self finds them on the rack.

your getaway starts at jcp

You know when you look good. It’s when the right shoes, the right dress and the right hair have aligned to make you feel unstoppable. And that knowing smile, the one from thinking about your shopping victory with this deal? It makes your outfit.

your night out starts at jcp

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”JCP Plansbookv5_Master.indd 16 3/23/11 1:01 PM

17

traditional media

banner adsCost: $4,275,000

Similar to the print aesthetic, the banner ads will mirror the double-image approach. They will begin with a woman performing a seemingly normal task at a newly decorated jcp store. Upon rollover, she will be positioned in the same way, but transported into her ordinary life.

radioImpressions: 475,860,938Cost: $5,985,000CPM: $9

Radio and Pandora, 30 secondsAbout 17.5% of our target’s media consumption is radio and streaming online music.*

your debut starts at

You’ve got style. No one can tell you if it’s wrong or right, it is nothing but your own. And that whoosh of pleasure you get when you fi nd the exact silverware you were looking for, the one is the fi nal touch to our new kitchen? It happens only when you know it you’ve made the deal of a new lifetime.

You’ve got style. No one can tell you if it’s wrong or right, it is nothing but your own. And that whoosh of pleasure you get when you fi nd the exact silverware you were looking for, the one is the fi nal touch to our new kitchen? It happens only when you know it you’ve made the deal of a new lifetime.

your debut starts at jcp

“

”

SFXHeels pounding down sidewalk.

Zip.

Hangers slide across clothing racks.

AudioYou’re used to turning heads when you walk down the street.

Especially in those jeans.

You know, those jeans.

The pair you got at JCP The pair you fl aunt.

The pair people always ask you about.

It’s time to fi nd that deal again.

That perfect fi t. It starts at JCP.

^“

”

magazine ad


18

phase two

Karen Issa6253 Egmont St.Richmond, VA 23218

touch-ups start at

This Sephora mailer will be sent as a direct mail piece to customers in local shopping distance to jcpenney. Iconic Sephora packaging coupled with the new jcp logo signify the new partnership.

People ages 25-34 had more domestic vacations than any other age group in 2009.53 To capture the target when traveling, confi rmation e-mails from Orbitz will feature a jcpenney ad suggesting outfi ts based on the forecast of the travelers destination.

Orbitz advertisingCost: $4,275,000

direct mailCost: $9,405,000

Customers not located near a store featuring Sephora will receive a similar package themed on the salon. Of known jcpenney customers, 25-34 year old salon customers make an additional 3.3 trips a year.54


19

eventsin store photoshootCost: $1,680,00

Over one weekend we will send professional photographers to the top 10 highest grossing jcp stores in the United States. We will set up an impromptu photo shoot inside of the stores to create buzz. Our jcp stylists will stop women walking by to try on jcp clothes, have a Sephora makeover, and have a professional photoshoot inside of jcp. These photos will then be branded and projected onto a digital billboard in Times Square, as well as added to the jcp Facebook page. The women get to keep the clothes and have the opportunity to tag themselves on the JCP Facebook page to show off their professional photographs being displayed in New York City. Additionally, there will be a live feed of the billboards in Times Square on jcp’s website.

jcp

jcp

fall launch partiesCost: $4,320,000

A select amount of women who are infl uential in various social media outlets will receive a surprise invitation to get the fi rst taste of fall’s freshest looks at the jcp launch party. We will invite women who are online brand evangelists - those who tweet, blog and facebook about jcpenney - to promote buzz around the events among their social networks. They will be the fi rst to see all of jcpenney’s fall 2011 looks in a runway show in the store. Following the runway show, the shoppers and fi ve of their closest girlfriends will have the fi rst chance to shop the newest looks of the season, cocktail in hand and gift card in purse, with deals that can only come with being a true lover of all things jcp. Professional jcp photographers will post the glamorous event on Facebook and allow the guests to tag themselves after they’ve liked the offi cial jcp page.


20

out of home

bus stop coversImpressions: 486,486,486Cost: $2,880,000CPM: $1.48

The interior of the bus stop will be made to imitate a dressing room, with mirrors and clothing hooks. There will also be an image of of a women in the dressing room wearing a new outfi t from jcpenney. On the outside of the bus cover, the same woman will be transplanted into a real life situation with the same outfi t and look of confi dence, with our tagline “it starts at jcp”

billboardImpressions: 525,112,500Cost: $2,351,250CPM: $3

Billboards will act as reinforcement during the fi rst and third phases. They will increase brand awareness among drivers in the target and solidify the new brand image.


21

non-traditional

subway flipbook adsCost: $2.400,000

Subway flip book ads will appear the first two weeks of every month during phase two. The ads will catch commuter’s attention in an unexpected way and generate buzz amongst the target. The ads dipicts a woman trying on a dress in a jcp dressing room spinning into a split frame and into the real life setting of her on the beach with our tagline “it starts at jcp”.

sidewalk quizzesCost: $840,00

Immitating the style quizzes usually found in the back of fashion magazines, our sidewalk quizzes will engage the target outdoors in a familiar way. These fashion quizzes will promote the jcpenney brands that our target audience loves, such as Sephora and Liz Claiborne. Because they are outdoor ads, they can be adjusted to promote different brands around jcp locations that feature lines that can not yet be advertised nationally, such as Call it Spring.


22

phase three

mystery reward cardCost: $2,880,000

“tweet your receipt” programCost: $0

“find more” appCost: $120,000

Throughout November and December, every time a customer shops at jcp they will receive a gift card of an unknown amount. Customers can only find out how much is on the card when they shop at jcp after January first.

The mystery reward card will encourage repeat customer visits and increase sales during one of the slowest months in retail.

During this phase, a unique QR code or bar code will be printed every jcp’s shopper receipt. Using the “find more” app, shoppers can scan the code to upload a picture of their purchase and how much their savings were onto their Twitter or Facebook account.

This program will help Rebecca show off their deals to their personal networks and increases discussion of jcp on social networks.

Since 25-34 year olds are very likely to acces the internet to compare prices while shopping we have designed a comprehensive smartphone application.55 Our jcp smartphone application will use the technology from their in-store “Find More” smart fixtures” to make the digital experience at jcp more personal. Outside of the store, customers can use the application to shop online via Facebook and find daily deals at their local store. In the store, the application can be used to scan barcodes on items to:

Check the availability of merchandise in nearby stores E-mail item images and info to themselves or a friend Learn more about the product’s features and product recommendations for complementary items

We will also expand on the findmore app by adding secret “finds”. If a customer scans the barcode of the mystery item, they’ll discover a hidden discount on that item. The app will also ask users if they would like to publish their win to their social networks. This will help capture the thrill of the find and encourage customers to share their discovery with their peers.


23

mall traffi c

mall quizzesCost: $840,000

The sidewalk fl owcharts feature in Phase 2 will be printed on the fl oors of the mall to engage shoppers with the jcp brand while they are in the mall.

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elevator adsCost: $2,400,000

The elevator ads bring our message to life by creating an opportunity for the viewer to physically step from one world into another. By placing these in malls, elevator riders will be encouraged to take their next steps into the jcp store.

parking stripe adsImpressions: 799,558,011Cost: $2,160,000CPM: $1.81

When entering a parking lot and walking into a store individuals see between 1 and 30 parking stripes.56 Placing these ads in parking lots around jcpenney will increase brand awareness both before and after their shopping experience. The stripes with feature our tagline “it starts at jcp” reinforcing the new brand image during phase 2.

Throughout November and December, every time a customer shops at jcp they will receive a gift card of an unknown amount. Customers can only fi nd out how much is on the card when they shop at jcp after January fi rst.

The mystery reward card will encourage repeat customer visits and increase sales during one of the slowest months in retail.


24

partnerships

Project RunwayProject Runway host Tim Gunn is the Chief Creative Officer at Liz Claiborne, which is exclusively partnered with jcpenney.58 jcp will sponsor an episode of Project Runway, during which the competing designers will create an outfit to be exclusively sold at jcp.

Parent Teacher Associationjcp is the leading corporate advocate for afterschool programs.57 In an effort to reward teachers that have made a positive influence on their students’ lives, jcp will partner with the National Parent Teacher Association to provide a jcp salon treatment and $100 to the teachers nominated by their students and the students’ parents.

How I Met Your Motherjcp will partner with the CBS comedy How I Met Your Mother to create an interactive experience for the show’s viewers. CBS and JCP will release a companion app for smartphones and tablets to sync with the tv and show behind-the-scenes extras, similar to the app used during the Acedemy Awards. The app will provide access to extra footage, actor bios, episode information and a live discussion forum.

Aditionally, jcp will dress the two main female characters: Lilly, 33 and married; and Robin, 30 and single. While the show is airing, the companion app will show the items of the character’s outfits from jcp and link them to jcp’s online store.


25

out of scoperesusable bagsTo follow the up-and-coming trend of re-useable shopping bags, jcp introduces one of their own. jcp takes “going green” to the next level with the new simple, bright, and RED re-usable bag. Simplicity avoids the clutter of busy patterns allowing onlookers instant recognition of the store, while shoppers show off their new purchase proudly. The bright red not only incorporates jcp’s color, but also expresses the boldness and pride shared by the women shopping at jcp.

credit card designThe jcp Card follows the same color scheme of the re-usable bags with simple and bright colors. Taking after the women who shop at jcp, this card is clean and modern. The vibrant red color also plays a part with brand reminders. Because of its unusual color, women are encouraged to shop at jcp every time they see it.

JCP jcp.com jcp.com

jcp

jcpenney

123 456 789 1 0123 456 789 1 0

2011 01/01

JANE D CARDHOLDER

JCP jcp.com jcp.com

jcp

jcpenney

123 456 789 1 0123 456 789 1 0

2011 01/01

JANE D CARDHOLDER

The true location of a woman’s purchase decision is in the dressing room as she’s looking in the mirror and feeling amazing in an outfit. The favorable lighting, customized hooks, and helpful attendants will remain in her mind long after she’s left with her new looks.

dressing room coat checkjcp stores located in climate-appropriate areas will open complimentary coat checks for customers during cold and rainy months. Research shows that shoppers feel annoyed by the extra layers required during inclement weather so we’ll offer them a better experience starting at jcp. Shoppers habitually entering the mall through other department stores will alter their behavior for this simple reward and regular jcp shoppers will feel appreciated for their loyalty.


26

mediaFe

b

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct

Nov

Dec

Jan


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media

TV $25,682,063Magazines $14,695,313Billboard $2,351,250Radio $2,351,250

Orbitz $4,275,000

Banner Ads $4,275,000

Pandora $3,633,750Smart Phone App $120,000E! Online Takeover $1,496,250Sidewalk/Mall Map $1,680,000

In Store Photoshoot $1,680,000Launch Parties $4,320,000Direct Mailer $9,405,000

Subway Ads $2,400,000Bus Shelters $2,880,000Elevator Ads $2,400,000

Parking Stripes $2,160,000Rewards Card $2,880,000Treasure Hunt $3,480,000

Feb

Mar

Apr

May

Jun

Jul

Aug

Sept

Oct

Nov

Dec

Jan

$92,500,000 $7,500,000 production costs

Total $100,000,000

It Starts at jcp ads will be featured in major magazines year round. However, ads will only be fetured in weekly magazines during the first and third phase to support the heavy traditional focus.

magazines

OrbitzBanner ads will appear on Orbitz year round, but with more emphasis during times of increased travel such as around the 4th of July and the weeks preceding Thanksgiving.

radioRadio ads will be run year round, but with higher frequency on dates which promote events and sales. These include the Oscar launch, the beginning of our launch parties, the week of Black Friday, and the weeks leading up to the New Year. Pandora

Ads on Pandora will run throughout phase two, but appear in other phases around important events. In phase one Pandora ads will run leading up to the Oscar launch. The ads in phase three will run during the week of Black Friday and Cyber Monday, as well as the week following Christmas to promote sales.


28

copy testing

snowball fights start at

You and your girls make heads turn every time you go out. Wearing the clothes you fl aunt. Outfi ts that people always ask you about. You walk around with the kind of confi dence that only comes from fi nding that deal. That perfect fi t.

Your night out starts at JCP

You know when you look good. It’s when the right shoes, the right dress and the right hair have aligned to make you feel unstoppable. And that knowing smile, the one from thinking about your shopping victory with this deal? It makes your outfi t.

Your night out starts at jcp.What did people say?

What did people say?

Result

Result

Old

Old

New

New5 out of 10 participants argeed that it sounded like an advertisement

“Its too over the top and too cheesy” -female, 28 years old (unmarried, no kids)59

“It sounds like they’re trying too hard” -female, 30 years old (married, no kids)60

6 out of 10 participants didn’t connect with this snowplay scene.61

We changed it to a dinner scene to connect to the time in Rebecca’s life when she starts furnishing her own place and hosting parties.

We added a little more attitude to our tone of voice. Instead of telling them that they are fabulous, we say more casually remind them that we know how it feels to fi nd that deal.


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evaluation

Mystery rewards card;

jcp treasure hunt;continual

traditional/non-traditional ads

Phase 1, 2, & 3

Call to action on print executions;

Users with jcp app can shop online on

Facebook

Phase 1, 3

Reminder ads;Mall ads directing

traffic to jcp;jcp treasure hunt,

direct mailer, photoshoots, & launch parties

Phase 1, 2, & 3

Monitor redemption of mystery cards

& frequency of jcp Rewards card use;

Note number of treasure hunt participants; In-store electronic counters for traffic

Measure changes in CTR, visitors, bounce

rates and shopping cart bounce rates;

Monitor the number of downloads of jcp app

Measure event participants and number

of mentions on social networking sites and other publications; In-store electronic counters for traffic

Increase average shopper frequency to at least once a

month.

Achieve 5% growth on jcp Facebook store

and jcp.com purchases.

Increase store traffic by 10% among target

audience.

objectives tacticsphase evaluation

ResultWe changed it to a dinner scene to connect to the time in Rebecca’s life when she starts furnishing her own place and hosting parties.


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conclusionWe blelieve that the “it starts at jcp” campaign is based on a strong and unique strategy that accomplishes both advertising objectives and jcp’s long term business objectives.

In order to reach the 25 to 34 year old female shopper, or as we call her Rebecca, our campaign’s three phases acclimates jcpenney’s new and exisiting customer to the improved jcp. The “it starts at jcp” platform will excite our target audience and inspire then to take a second look at the store. Our campaign appeals to Rebecca’s need to find the best deal possible and empowers her to share it with her friends. As a result we believe this campaign will increase in-store and online traffic as well as shopping frequency amoung 25-34 year old female shoppers.

Finally, our campagin rewards Rebecca as we modernize the shopping experience at jcp. We will encourage her to be a smart shopper and share her deals with her friends.

1. www.wsj.com2. www.investopedia.com3. www.investopedia.com4. www.investopedia.com5. www.investopedia.com6. www.investopedia.com7. www.investopedia.com8. www.investopedia.com9. www.nyt.com10. Mintel11. JCPenney Case Study12. One on one interview13. One on one interview14. JCPenney Case Study15. One on one interview16. JCPenney Case Study17. One on one 18. JCPenney Case Study19. One on one interview

20. Commave. Survey21. Commave. Survey22. www.psfk.com23. www.cnnmoney.com24. www.wsj.com25. www.socialtwist.com26. www.socialtwist.com27. www.she-conomy.com28. JCPenney Case Study29. Commave. Survey30. One on one interview31. One on one interview32. One on one interview33. Commave. Survey34. One on one interview35. Commave. Survey36. Commave. Survey37. One on one interview38. Commave. Survey

39. Mintel 40. Commave. Survey 41. One on one interview42. Commave. Survey43. Commave. Survey44. Commave. Survey45. Commave. Survey46. Commave. Survey47. Commave. Survey48. Mintel49. MRI50. www.eonline.com51. www.comcast.com52. Mintel53. Mintel54. JCPenney Case Study55. Mintel56. www.parkingstripe.com57. www.jcp.com

58. www.socialvixen.com59. One on one interview60. One on one interview61. Commave. Survey


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meet the team

Alex AlpertMedia

Allyson DilsworthAccount

Anna KonstantinovaCreative

Allison MilamCreative

Crystal YuCreative

special thanks to:Professor John Verret, AdvisorDean Tom Fiedler

Carol IssaExecutive Director

Talia RappAccount Director

Jason SifreTechnical Director

Julianna BeckerMedia Director

Karen HamillCreative Director

Georgia LockeAccount

Jennifer JohnsonCreative

Marissa SqueriAccount

Mike MacfarlaneCreative

Liz RosenthalMedia

Taylor WhiteAccount

Quentin WeilCreative

Sneha DasguptaCreative

Nikki VachonMedia

Tiffany FengAccount


We are comAVE.

We are the marketing communications boutique that will lead your brand along the path to success.

Fueled by creativity, we pave the road ahead with innovative ideas that revolutionize the market.

Hop in and enjoy the ride.

We are comAVE.

We are the marketing communications boutique that will lead your brand along the path to success.

Fueled by creativity, we pave the road ahead withinnovative ideas that revolutionize the market.

Hop in and enjoy the ride.

it starts at


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