COUGAR CONCEPTSU N I V E R S I T Y O F H O U S T O N
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executive summaryobjectivesthe jcpenney brandtheir brandresearchmeet the targetgeographybrand destinationthe campaignpaidearnedownedcontact plan calendarreturn on investmentevaluation and future thoughtsappendixthe team
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jcpenney is truly a unique advertising challenge. While
most advertising campaigns focus on a single product
or service, jcpenney is the conduit for hundreds of
different products, services and brands.
Communicating jcpenney’s benefits and linking it to the
broad selection of products and services it offers is a
difficult task.
Cougar Concepts’ task is to uncover insights into this
problem and provide a complete, persuasive integrated
solution. This is our plan to transform how young
women think of jcpenney and help them discover one of
America’s greatest retail institutions.
So, let’s begin.
Target The target will be called the “Transitioners” because
they are moving from one life-stage to another. They
have been segmented into three groups (Me’s, We’s
and Us’s) based on their life-stage to discover the
needs and perceptions shared by all.
Consumer InsightThe research shows Transitioners are looking to express
their unique style. They don’t want to compromise, but
many times they feel that they must.
PositioningThe proposed campaign will make jcpenney a relevant
part of their everyday lives by giving them more choices
to express themselves.
Creative
The creative strategy builds on the “Who Knew!”
campaign by showing women discovering the choices
that the jcpenney brand offers. The creative execution
breaks the mold of traditional model-driven category
campaigns. The campaign is consistent yet flexible
enough to showcase all categories of merchandise,
sales and events.
ConnectionThe campaign connects to the target audience through
a combination of paid, earned and owned media.
This integrated plan uses broadcast, print, digital,
promotions, sponsorships and social media in unique
and innovative ways.
15 opportunity markets for special local emphasis have
been selected in jcpenney-identified states of Texas,
Florida and California.
Customer Experience To help increase share of wallet from existing
customers, a program has been developed to impact
every part of the customer journey. These include
enhancements to the in-store and digital customer
experience and a personal URL program.
ConclusionThe proposed plan will deliver $12 of revenue for every
$1 of advertising with a comprehensive measurement
program to monitor success.
The plan is set. Cougar Concepts is ready to start.
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The department store industry is under
tremendous pressure. Three major trends that
impact the jcpenney brand have been identified.
Changing MerchandiseDepartment stores aggressively compete for
exclusive rights to popular and up-and-coming
brands rather than competing just on price.
Changing Shopping HabitsConsumers are changing the way they shop in
response to the economy and the evolving digital
retail world. Surveys show 67% of consumers are
logging online to compare prices, find coupons,
hunt for bargains and seek advice from other
shoppers before leaving home.
Changing CompetitionCompetition for department stores has changed
in recent years because of the accessibility and
convenience of discount, specialty and exclusive
online retailers.
Brand Purchase Funnel
25-34-year-olds
in the target market.
will be aware of the advertising
by reaching 90% of the target.
will consider
shopping at jcpenney.
will become new
jcpenney shoppers.
will become regular
jcpenney shoppers.
The challenge is to develop a fully-integrated marketing communication
program to increase jcpenney’s share of wallet of women ages 25-34. To
accomplish this, a four-year plan has been developed to increase sales
by 51% or a compounded annual growth rate of 11%.
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Surprising Competitive StrengthsIt was surprising to discover that jcpenney possesses
the following advantages compared to other
department stores:
• Operates more department stores
• Offers more exclusive brands
• Offers more services
• Offers more compelling prices
The following are areas in which jcpenney excels, and
those in which it can improve.
Strengths• Holds a diversified supplier base of more than
3,500 vendors
• Operates more stores in the United States
than any other department store
• Recognized as a well-respected and trusted
company
• Offers exclusive power brands
Weaknesses• Low customer brand loyalty
• Lack of awareness of exclusive store brands
• Perceived by customers as being outdated
and unfashionable
• Decreasing profit margin
Opportunities• Increase in online marketing and mobile
application use
• Rising consumer demand for private labels
• Changing demographics
• Consumers driven by convenience, price and
style
Threats• Economic uncertainty
• Increased competition in department store
industry
• New competition from vendor stores and
online channels
• Rising commodity prices
SWOT Analysis
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Department stores compete largely on style and price. jcpenney
needs to break out of the sea of sameness of the category’s advertising.
The style of your life.• 296 stores in 29
states
• Women’s apparel and
accessories account
for more than a third
(37%) of its revenue
The magic of Macy’s.• 850 stores in 45
states
• Exclusive and store
labels account for
approximately 35% of
total annual revenue
• Uses celebrity
designers as its
official spokespeople
Life. Well spent.• 929 full line stores in
50 states and Puerto
Rico
• No. 1 American
retailer of home
appliances, lawn
mowers and fitness
equipment
• The nation’s largest
provider of home
services
Expect more. Pay less.• 2,003 stores in 49
states
• 50th anniversary in
2012
• The second-largest
discount retailer in the
U.S. behind Walmart
Save money. Live better.• 3,616 stores in 48
states
• 50th anniversary in
2012
• The world’s largest
retailer
Expect great things.• 1,089 stores in 49
states
• 50th anniversary in
2012
• America’s fastest-
growing department
store
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All department stores feature fashion models, celebrity designers and sales.
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Quantitative - Online Survey (1,200 respondents)
StrategiesBoth qualitative and quantitative research methods were used including: online
surveys, mystery shoppers, cartooning, focus groups, mind mapping, semantic
perceptual mapping, visual perceptual mapping and word association.
ObjectivesUnderstand the brand perception of jcpenney among women ages 25-34.
Understand brand equity of jcpenney advertising.
Understand the linkage of jcpenney and its exclusive brands.
Gain insight into department store shopping behavior.
Target
Walmart
Macy’s
jcpenney
When you think of department stores, which come to mind?
don’t like jcpenney
like jcpenney
From which of these department stores
have you made a purchase in the last 30 days?
Dillard’s
jcpenney
associate
jcpenney with
the color red.
are very or somewhat
familiar with jcpenney.
“jcpenney is a store that appeals to...”
agree for 35+
agree for 25-34
recalled
“Every Day Matters.”
recalled
“It’s All Inside.”
recalled
“New Day. New Look.
Who Knew!”
What was Discovered:• Macy’s owns top-of-mind awareness
• jcpenney is the least visited/shopped department store
• jcpenney is the least liked department store
• jcpenney has low brand equity
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Macy’s
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Qualitative
What was Discovered:The target audience doesn’t
want to be associated with the
jcpenney brand.
What was Discovered:Transitioners shop jcpenney
for price, but not for quality or
style.
What was Discovered:Shoppers perceive jcpenney as a
place to find necessities; they prefer
to visit other department stores for
special items.
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Mystery Shopper (50 respondents) Cartooning (50 respondents)
Focus Group (50 respondents)
“My dad’s
birthday is today. I
am getting him a
last minute gift.”
“Affordable, but
cheap quality.”
“I forgot it was
still in business.”
“My cousin’s
baby shower is
tomorrow and
she is registered
here.” “I’m looking at
the new fall line of
Jessica Simpson
shoes.”
“I buy all my
cosmetics from
here.”
“I hope he
doesn’t shop
there.”
“I find three
things I can buy
at jcpenney, but
then go to Macy’s
and get one great
thing.”
What do you think about jcpenney?
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Mind Map (50 respondents)What was Discovered:Teenage memories and outdated imagery are associated with jcpenney.
Modern
Inexpensive Expensive
Old
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Image
Memories
5 Senses Advertising
Brands
TasteTouch
Sight
SmellHear
overwhelming
old peoplepink/grey/black
neat
neutral
fabric
fresh scentperfume
old cookie
calming/relaxing
old
mozart music
soft music
out of place
comforting
fabric
feels cold
“Minnie Pearl”
Teen Yearsprom dress
shopping with my mom
can’t find anything
buying school clothes
bought my work suit from thereshopping for house items
daughter’s first pictures
always has good pricescoupons sales
Christmas shopping
cheap with sales
disappointed
Liz Claiborne
NY and CO.
LEE/LeviJeans
Nike Shoes
Baby Phat
Calvin KleinDKNY
I heart Ronson
Bisou Bisou
Mango
Arizona
Sephora
A.N.A.
American Living
SouthpoleMartha Stewart
Apple Bottom
commercials
magazines
don’t see much of it
gift card
radio
not eye catching
word of mouth
newspaper sales
random models
Medium
Recall
quality products
trendy
early teen years
was old fashioned/ more classy nowdark stores
old peoplecheap
neat
friendly fresh
organized
children pics cute
fashionable
QualitativeSemantic Perceptual Map (50 respondents)What was Discovered:Transitioners positioned jcpenney as “old” and moderately priced.
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Word Association (50 respondents)What was Discovered:There is a disconnect between jcpenney and the newer power brands it
carries.
Barriers to overcomeThe following are key barriers the campaign must overcome:
• The perception of jcpenney is outdated
• jcpenney has low brand loyalty
• There is a disconnect between jcpenney and the new brands it carries
• jcpenney has limited advertising equity
• jcpenney is greatly misunderstood by the target
The plan is to break these barriers and integrate jcpenney and its offerings
more fully into the target’s lives.
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Visual Perceptual Map (50 respondents)What was Discovered:The target audience associates jcpenney with traditional and conservative
styles and not with trendy merchandise.
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Shared ValuesAuthenticity
Convenience
Customization
Discovery
Shared ChallengesBudgets
Time constraints
Style
The target will be called the “Transitioners” because they are moving from one
life-stage to another. They have been segmented into three groups (Me’s, We’s and
Us’s) based on their life-stage to discover the needs and perceptions shared by all.
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We’sWomen in
mature relationships
Population: 2,475,000
Katie values her privacy
and is in a committed
relationship. She’s
always in the market for
the latest fashions. Katie
doesn’t seek advice
directly, but refers to experts for insights into what is “in.” Katie is a smart shopper;
she doesn’t mind shuffling the clearance racks for discounted clothing or rummaging
through shelves and aisles for home accents.
Me’sSingle women
beginning their careers
Population: 7,704,000
Ashley is an ambitious
and dedicated young
career woman committed
to succeeding at
whatever cost. She does
not allow much time for
social events, but she does make time for shopping. Ashley’s shopping mantra is
“people don’t envy function, so I buy what looks good.” She believes fashion-forward
merchandise does not justify high prices. She always researches competitor pricing
before finalizing any purchase.
Us’sWomen who
are mothers
Population: 10,204,000
Cristina is a professional
power mom. Her family
is her top priority. Even
with her full-time job,
managing a home,
and taking care of the
children, she always sets time aside to shop. Cristina does not care about blending
in, but prefers to stand out effortlessly. She is an early adopter but does not aim to
make fashion statements. If the store sells it, Cristina has it.
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Markets % of US% to US Dept. Store Sales
($89,724 million/205 markets)Los Angeles, CA 5.0% 5.9%
Dallas - Ft. Worth, TX 2.1% 2.9%
Houston, TX 1.7% 2.5%
Miami - Ft. Lauderdale, FL 1.4% 2.3%
San Francisco - Oakland - San Jose, CA 2.3% 2.1%
Sacramento - Stockton - Modesto, CA 1.2% 1.5%
San Diego, CA 0.9% 1.4%
Tampa - St. Petersburg (Sarasota), FL 1.5% 1.2%
San Antonio, TX 0.7% 1.0%
Palm Springs, CA 0.1% 0.9%
Orlando - Daytona Beach - Melbourne, FL 1.1% 0.9%
West Palm Beach - Ft. Pierce, FL 0.7% 0.9%
Fresno - Visalia, CA 0.5% 0.7%
Austin, TX 0.5% 0.6%
Jacksonville, FL 0.6% 0.5%
Total 20.2% 25.1%
Fifteen opportunity markets have been selected in the jcpenney-identified states of
California, Florida and Texas based on penetration of Transitioners and department
store category sales. A national umbrella campaign will support all markets.
Hot Spot Markets
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Consumer InsightTransitioners want to express their unique style. They
don’t want to compromise, but many times they feel that
they must.
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Current Belief“jcpenney is an old-fashioned discount
department store that caters primarily to
older women. It is a place for basics and
services, but I don’t think of it as a place that
offers contemporary fashion or merchandise
for me.”
Future Belief“jcpenney is a store where I can buy the
basics and also discover fun and unique
items that help me express my individuality.”
Current Behavior“As a result, I occasionally shop jcpenney.
I usually do when they have a great sale.
I will buy basics for me, like underwear;
housewares; or items for my child or
husband. I shop at other department stores
for items that I wear or things that I want to
show my friends.”
Future Behavior“jcpenney is the first store I check for new
merchandise. I use jcpenney for adding
a variety of things to my life from fashion,
to housewares, to some of their unique
services.”
This shows where the jcpenney brand is now and where
the campaign will take it.
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Brand Truthjcpenney offers more brands and services at
better prices than any other department store.
Why the Idea WorksIt taps into the consumer’s human need for
self-expression and offers jcpenney as the solution.
Discover more ways to express yourself.
Consumer TruthTransitioners want to express themselves
but feel that they must compromise.
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PositioningBy positioning jcpenney as the solution for Transitioners to express themselves, the
campaign will make jcpenney a relevant part of their everyday lives.
Changing jcpenney PerceptionFrom ToFunctional Fashionable
Dated Contemporary
Sporadic visits Everyday visits
Tired Surprising
Not for me Just for me
Execution IdeaThe campaign expresses the big idea using silhouettes of Transitioners filled with
products. This takes jcpenney beyond the sea of sameness of runway models,
celebrities or a single spokesperson.
Why the Idea WorksSilhouettes of Transitioners are a direct connection to the target. Silhouettes are
iconic fashion and art metaphors. This iconic imagery adds freshness to jcpenney’s
advertising equity. Silhouettes are flexible and adaptable to any advertising situation
from the big screen to in-store. They act as an invitation to join the jcpenney
experience.
Art DirectionThe campaign will use silhouettes of Transitioners in a variety of ways. Solid
silhouettes will be used as a brand identification tool. Silhouettes filled with products
will be used to demonstrate the breadth and depth of jcpenney. The new jcpenney
logo will complement all executions.
CopyThe copy strategy connects words and phrases that the target uses to express
themselves to the jcpenney brand. For example: “Celebrate. jcpenney.”; “Give joy.
jcpenney.”; and “Discover. jcpenney.”
Call to ActionThe campaign will direct Transitioners to the jcpenney website to research, shop, or
find a nearby store.
Multi-Cultural TranscreationThe campaign is adaptable to every language and culture. Cougar Concepts will
work with the jcpenney ethnic agencies to ensure that the campaign reaches every
audience.
The creative strategy directly builds on the “Who Knew!” campaign by showing
women discovering more ways to express themselves by simply including jcpenney
in their lives.
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• • • • • • • • •
• • • • • • • • • • •
• • • • • •
• • • • • • • • • • • •
• • • • • • • • •
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Why are we advertising?To increase the level of purchase penetration and frequency among
women, ages 25-34.
Whom are we advertising to?25-34 year old female consumers; the “Transitioners.”
What do they currently believe/think?jcpenney is convenient and reliable when it comes to staple items, but it is
not a store for items that would express their personality.
What do we want them to do/think?By discovering jcpenney, they will find surprisingly contemporary fashion at
compelling prices that will let them express their unique style.
What is the most compelling thing to say?They can discover more ways to express their unique style at jcpenney.
What tone do we want to take?Light, friendly, sincere and confident.
MandatoriesUse new jcpenney logo with Pantone color 186.
Pre-TestingThe creative has been pre-tested with both Transitioners and current jcpenney
customers. Testing affirmed that Transitioners and current customers would be
motivated to shop at jcpenney.
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Transitioners Current jcpenney Customers
“They make
me want to go
and check
them out.”
“I like it more
than ‘Every
Day Matters’.”
“I like the
text, it makes
me want to go
shopping.”
“I like it! I
would shop
at jcpenney.”
“Looks classic
and simple.”
“It’s
very hip and
trendy.”
“I like it, it’s
something
different.”
“It seems
fresher,
renewed.”
“It’s different
than older
campaigns.”
“I would
definitely join
the baby
registry.”
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National Network TelevisionWhat: 15-second primetime commercials on five networks.
Why: Highest reach with top 20 rated programs for Transitioners.
How Many: 890,000,000 impressions
How Much: $29,200,000
National Cable TelevisionWhat: 15-second commercials on six cable networks.
Why: The selected cable networks have 120+ viewing index for Transitioners.
How Many: 715,000,000 impressions
How Much: $14,900,000
Objectives• Reach 90% of Transitioners (females ages 25–34)
• Support key sales periods and events
• Provide additional support to hot markets
Strategies• Use traditional, non-traditional and digital media to reach Transitioners
• Schedule support with emphasis leading into seasonal thrusts
• Support hot spots with local media and promotions
Kick-off: 2012 Academy AwardsWhat: 15-second commercials in the Academy Awards.
Why: jcpenney has a rich tradition of sponsoring the Academy Awards; the highest
viewed fashion event with 41.7 million viewers in 2010.
How Many: 250,000,000 impressions
How Much: $7,000,000
OlympicsWhat: 15-second commercials in the 2012 Summer Olympics.
Why: The Olympics had a 16.2 rating in 2008.
How Many: 280,000,000 impressions
How Much: $7,000,000
Connection Planning not only reaches Transitioners, but also connects them to the
brand. The Connection Plan consists of three categories of media: Paid, Earned and
Owned. Each provides a different level of consumer engagement. Paid media is
anything that is purchased on behalf of jcpenney activating the brand funnel.
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Grey’s A
natomy
Dancing w
ith the Stars
Law &
Order: SVU
The Office
The Good W
ife
How
I Met Your M
other
House
Bones
Glee
Vampire D
iaries
Gossip G
irl
One Tree H
ill
mystyle. ®
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Frame 1: Music fades in.
Frame 1: Music fades in.
Frame 3: Silhouette fills with product.VO: “jcpenney gives you
so many ways...”
Frame 5 VO: “Celebrate
choice.”
Frame 2: Silhouette appears.VO: “With exclusive
brands like Aldo, Mango
and Cindy Crawford
Style...”
Frame 4: Real woman replaces silhouette.VO: “to express your
style.”
Frame 6: Music fades out.VO: “jcpenney.”
Celebrate: 15-second
Joy: 15-second
Frame 3: Silhouette fills with product. VO: “From Mango to
American Living to
Cuisinart...”
Frame 5 VO: “Give joy.”Frame 2: Silhouette appears.VO: “Give a lot without
spending a lot.”
Frame 4: Real woman replaces silhouette.VO: “jcpenney makes it
easy to reward those on
your ‘nice’ list.”
Frame 6: Music fades out.VO: “jcpenney.”
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Total Print – MagazineWhat: 101 full-page 4-color ads in 10 magazines.
Why: Transitioners read 6+ magazines a month.
How Many: 361,000,000 impressions
How Much: $13,700,000
Parenting American Baby: 6 full-page, 4-color ads: $1,200,000
Parenting: 6 full page, 4-color ads: $1,000,000
Fashion Vogue: 12 full-page, 4-color ads: $1,600,000
People StyleWatch: 11 full-page, 4-color ads: $900,000
Bridal Modern Bride: 12 full-page, 4-color ads: $1,600,000
Women Interests Elle: 12 full-page, 4-color ads: $1,200,000
InStyle: 12 full-page, 4-color ads: $1,800,000
Marie Claire: 12 full-page, 4-color ads: $1,400,000
Glamour: 12 full-page, 4-color ads: $1,600,000
Cosmopolitan: 6 full-page, 4-color ads: $1,400,000
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Video Websites Pre-rollWhat: 15-second advertisement on Hulu and YouTube.
Why: 43% of Transitioners visit YouTube or Hulu at least once a month.
How Many: 9,000,000 impressions
How Much: $1,100,000
OutdoorWhat: 25 GRP/showings of 14’x48’ outdoor boards placed in hot markets.
Why: Outdoor has a 125 index for Transitioners.
How Many: 80,000,000 impressions
How Much: $3,900,000
Search Engine MarketingWhat: Search engine marketing on Google, Bing and Yahoo.
Why: SEM is the top method to drive consumers to the jcpenney website.
How Many: 480,000,000 impressions
How Much: $1,500,000
Dating Website Rollover BannersWhat: 336x280 pixel banner advertisement on Match.com and eHarmony.
Why: “Me’s” represent 25% of the total monthly visits to online dating services.
How Many: 200,000,000 impressions
How Much: $3,000,000
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Campaign Keywords Brand Keywords
A B
Discover style.
choice.Celebrate
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Color-sensitive Digital Mall DisplayWhat: 15 color-sensitive backlit
interactive mall displays in the hot
markets.
Why: Engages shoppers by reflecting
the color of their clothing onto the
display.
How Many: 378,000,000 impressions
How Much: $650,000
Interactive Transparent Mall DisplayWhat: 15 interactive transparent mall
displays in hot markets.
Why: Transparent displays allow
shoppers to incorporate themselves
into the advertisement, which helps
generate buzz.
How Many: 378,000,000 impressions
How Much: $650,000
CinemaWhat: 15-second commercial in 75 theatres in hot markets.
Why: Cinema advertising recall is three times greater than television.
How Many: 55,000,000 impressions
How Much: $1,100,000
Added Value - Media BannersWhat: Banner ads on websites of purchased media (Academy Awards, Olympics,
network and cable television channels, and magazines).
Why: Ads will increase reach by 10%.
How Many: 249,600,000 impressions
How Much: Free as bonus weight.
Considered, But Not RecommendedWhat: Radio
Why: The campaign is visually driven.
What: Newspaper
Why: Daily readership is below average for Transitioners and the jcpenney insert
program covers the newspaper category.
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choice.Celebrate
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Objectives• Create buzz for jcpenney campaign and support
the seasonal events
• Create events to reach Transitioners
• Build an active community of jcpenney followers
• Build on existing jcpenney causes
EventsAcademy Awards CeremonyHow it Works:Prior to the Academy Awards, simultaneous fashion
shows outside jcpenney stores break out in a flash
mob style. Videos of each market will be immediately
uploaded to YouTube.
Why it Works:The fashion shows will generate buzz for the Academy
Awards telecast and alert shoppers of the “red carpet
ready” looks available at jcpenney.
110th Anniversary Guerrilla RV EventHow it Works:Beginning April 14, 2012, jcpenney will tour in the “Miles
of Style” RV to the hot spot markets. Once there, a
team of jcpenney employees will provide makeovers to
jcpenney customers. Destinations will remain a secret
until the day of its arrival. Locations will be announced
exclusively on Twitter and Facebook. An on-going blog
on Tumblr will chronicle the event.
Why it Works:These events are attention-grabbing and will create
a community of jcpenney
followers.
Sales Event: “World’s Biggest BOGO”How it Works:In honor of jcpenney’s 110th anniversary, every Tuesday
in April shoppers who spend $110 or more will receive
$110 worth of jcpenney store credit.
Why it Works:Tuesday is the slowest day for retail sales and BOGO
(buy one, get one) events have proven successful for
similar retailers.
Olympics “Summer Star” ContestHow it Works:Women will be asked to submit a 60-second video to be
in the next jcpenney television commercial. The winner
will be featured in the summer Olympics commericals
and will receive a $5,000 shopping spree.
Why it Works:Similar to the profitable and praiseworthy “Real Women
of Dove” campaign, this approach breaks from the
category tradition by asking real women instead of
models to try out for a national commercial.
Holiday Sales Event: “Monday Before”How it Works:jcpenney preempts the holiday shopping season the
Monday before Black Friday by launching “Monday
Before,” a special event in which jcpenney Facebook
fans receive push discounts as deep as Black Friday’s.
Why it Works:It will differentiate jcpenney from other retailers by
offering a specialized savings day.
Earned Media makes jcpenney a part of the consumer
conversation.
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Media PartnershipsMatch.com and eHarmonyHow it Works:A “personal stylist” smartphone application will be
featured on Match.com and eHarmony that Transitioners
can use for assistance in selecting the “perfect outfit.”
Why it Works:Similar to other fashion applications, this promotion will
build buzz amongst the “Me’s.”
Great Bridal ExpoHow it Works:To extend the media purchase targeted to “We’s”, a
co-sponsored booth with Modern Bride will feature
literature about jcpenney’s bridal registry merchandise
at the Great Bridal Expo touring tradeshow.
Why it Works:The Great Bridal Expo reaches 80,000 “We’s” in hot
markets with free additional media exposure.
“Mommy Makeover”How it Works:To extend the media purchase for the “Us’s,” a “Mommy
Makeover” contest will be announced in American Baby
magazine. Five winners will be selected and one will be
featured each month for five months.
Why it Works:Like other makeover campaigns, which generated
thousands of entries, this will extend the reach of the
paid media purchase.
Merchandise PartnershipsElie SaabHow it Worksjcpenney will offer an exclusive line of Elie Saab fashion
merchandise.
Why it WorksSaab is a highly regarded fashion designer and has
dressed high-profile celebrities, such as Beyoncé, Halle
Berry and Angelina Jolie, who appeal to Transitioners.
Anne HathawayHow it WorksCreate a partnership with Anne Hathaway to design an
exclusive line of clothing and housewares.
Why it WorksAnne Hathaway was selected to host the 2011
Academy Awards for her appeal and relevance to
women in the jcpenney target audience.
Brand PartnershipsCo-Branded Credit Card: VisaHow it Works:jcpenney will partner with Visa to create a jcpenney/Visa
credit card that can be used anywhere. Cardholders
will earn points for all purchases and bonus points for
purchases made exclusively at jcpenney.
Why it Works:Like Amazon and Target, co-branded cards have
proven to add value, profit and customer retention.
23
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PURL How it Works:Customized invitations containing personalized
URLs (PURL) will be mailed to jcpenney customers.
Users will be able to set up their own personalized
shopping site that ties to the jcpenney rewards
program.
Why it Works:PURL programs have proven to be 50% more
effective than other customer retention efforts.
Cost:$3,800,000
Objectives• Develop ongoing mobile-rewards program to increase shopping frequency
by 10%.
• Develop a loyalty program to increase customer shopping frequency and
average ticket by 15%.
• Increase number of jcpenney website visits by 10%.
MobileHow it Works:A smartphone application that allows Transitioners to search for and
buy merchandise.
Why it Works:It simplifies and customizes the Transitioners’ shopping experience.
Owned Media allows jcpenney to directly engage with consumers by controlling
the channel.
24
Select your favorite brands
Home jcp.com
Find my jcp Outfit
a.n.a.adidasadobe staraldoalfred dunnerallen balyxamerican livingarizonabisou bisoubloni nitesbriggs new york corpbyer california
plansbook34.indd 24 3/28/11 6:33 PM
WebsiteRecommended Changes:
25
What’s Your Style?Users can select their style
(modern, traditional, etc) to create a
customized shopping experience.
What’s New?A feature showcases jcpenney’s fast
fashion that pulls together the latest
choices in one place.
My jcpA link directs customers to sign up
for their own URL (PURL) where
they can customize their shopping
experience and receive merchandise
updates.
Personal ShopperUsers will be able to receive
assistance with all matters pertaining
to jcpenney and fashion. Live chat
allows users to create a personal
connection with jcpenney.
Employee FavoritesAssociates will tweet their ‘likes’
based on merchandise in People’s
StyleWatch, thus pushing and
personalizing the latest looks.
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Bag ExpressionHow it Works:Reusable shopping bags will be sold to
shoppers at a discount. Proceeds will
be directed to a jcpenney charity of the
customer’s choice.
Why it Works:It extends the campaign and creates
positive buzz.
Reach.
Discover.
EnteringHow it Works:An interactive kiosk provides shoppers
the ability to navigate through the store
on an electronic map and schedule salon
or portrait studio appointments.
Why it Works:This allows shoppers to quickly find what
they want.
In-Store ExpressionHow it Works:Three dimensional jcpenney posters
will be placed throughout the store.
Why it Works:This reinforces the campaign benefits
and links jcpenney with its exclusive
power brands.
Fashion PresentationHow it Works:Black plastic mannequins and
branded price tags will emphasize
jcpenney’s contemporary fashions.
Why it Works:They better sell merchandise and
complement the campaign.
In today’s retail environment, customers expect a highly personalized and integrated
cross-channel brand experience. Every touchpoint has been mapped to provide
Transitioners a highly customized and enjoyable shopping experience in order to
maximize share of wallet for jcpenney.
26
$19.99
Discover
Celebrate
Celebrate
Discover
plansbook34.indd 26 3/28/11 6:34 PM
Virtual FittingHow it Works:Digital gesture recognition technology will be used to
display virtual outfits on customers.
Why it Works:This will encourage shoppers to try new styles and
make additional purchases.
Express and ShareHow it Works:A photo booth enables shoppers
to take pictures of their looks and
share them with friends via social
media or e-mail.
Why it Works:This provides instant approval of
one’s friends, which is important
when making purchasing
decisions.
Personal TouchHow it Works:The “I Make My jcpenney G.R.E.A.T.” program
allows associates to personalize their work
environment and share information.
Why it Works:This builds on the current jcpenney
G.R.E.A.T. program used to motivate
associates.
27
y n
exit
Black Enamel NecklaceLiz Claiborne
$22
Crystal Accent WatchBulova
$53
Ruffle Silk TopWorthington
$20
Sequenced Black DressBisou Bisou
$40
Black Leather PumpsAldo$49
Beige Leather PurseMango
$99
Recommendations Based on Items You Like
Discover
Celebrate
Celebrate
Discover
plansbook34.indd 27 3/28/11 6:34 PM
28
Annual Sales Percentage (%)
Seasonal Impressions Cost ($)
Holidays
Weeks 6 13 20 27 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28
Paid Media
Print: Full-Page, 4-color
10 Magazines 361,000,000 13,700,000
Television: 15-second
5 Networks 890,000,000 29,200,000
Summer Olympics 280,000,000 7,000,000
Academy Awards 250,000,000 7,000,000
Cable: 15-second
6 Cable Networks 715,000,000 14,900,000
Outdoor: Hot Spot Markets
25 GRP Outdoor Boards 80,000,000 3,900,000
Color-sensitive Digital Mall Display 378,000,000 650,000
Interactive Transparent Mall Display 378,000,000 650,000
Digital
Search Engine Marketing 480,000,000 1,500,000
Dating Website Rollover Banners 200,000,000 3,000,000
Video Website Pre-roll 9,000,000 1,100,000
Added Value - Media Banners 249,600,000 **
Cinema: Hot Spot Markets
15-second in 75 Theaters 55,000,000 1,100,000
Earned Media
Promotional Events
Great Bridal Expo 500,000 *
"Mommy Makeover" 200,000 *
Guerrilla
"Miles of Style" RV Tour 1,700,000 *
Academy Awards Ceremony 1,700,000 *
Charity
Reusable Bags 3,800,000 *
Social Media
Olympics "Summer Star" Contest 20,000,000 *
Owned Media
Digital
jcpenney Website 15,500,000 ***
Personal URL (Direct Mail) 3,800,000 3,800,000
Smartphone Application 300,000 *
In-store *
4,373,100,000 $87,500,000******
6840 GRPAnnual: 95% Reach/ 72 average frequencyMonthly: 95% Reach/6 average frequency
Will be added as bonus weight with paid media.Covered under IT.
Funded by a separate jcpenney budget.
jcpenney 110th AnniversaryAcademy Awards Olympics / Back to School Holiday Season
Mother's Day
July August
7.4 8
February 2012
7.2
March
7.9
May
8.4
JuneApril
7.7 7.7
September
7
TotalOctober
7.5
November
10.1
January 2013
6.4
December
14.7
Thanksgiving ChristmasValentine's Day Father's Day Independence Day Labor Day
plansbook34.indd 28 3/28/11 6:34 PM
Return on InvestmentBy reaching 90% of Transitioners with a compelling
message, at least half the audience should consider
shopping at jcpenney. If only 13% of those who are
aware of the advertising become regular jcpenney
shoppers, an additional $948 million of annual revenue
will be generated. This, coupled with a 15% increase in
existing jcpenney shopper’s sales of $270 million, will
yield a total of $1,218 million in additional annual sales.
The result is $12 of revenue for every $1 spent on advertising.*
BudgetThe $7.5 million agency fee is an estimate of the hours
it will take to provide jcpenney with a dedicated team
of management, planning, creative, media, production,
traffic, social media, public relations and digital
development. This fee returns $7.5 million to jcpenney
to either add to the budget or to take to the bottom
line. Cougar Concepts considers itself a partner with
jcpenney and intends to provide high-caliber service
that yields results. Because of this, Cougar Concepts
proposes that the compensation be fee-based rather
than commission-based.
*See appendix for details
29
Academy Awards
Summer Olympics
Network Television
Cable Television
Magazine
Digital
Local
Agency Fee
Paid Media
Contingency
Direct Mail (PURL)
$100 Million Total Budget
plansbook34.indd 29 3/28/11 6:34 PM
Campaign EvaluationCougar Concepts will measure the effectiveness of the
campaign through:
• A post-wave to the benchmark awareness, attitude
and usage study
• The number of impressions in the connection
schedule
• The response to the PURL program
• The number of fans generated by social media on
Facebook and Twitter, and other digital applications
Cougar Concepts asks you to provide measures of:
• Overall sales for the target
• Comparable store sales of the system and the hot
markets
• Retention and sales from the PURL program
• New credit card holders
• Associate satisfaction of the overall program
The campaign will be adjusted based on market and
media dynamics.
Future ThoughtsThis campaign sets into motion a self-expression
movement that will pave the way for jcpenney to reach
the 2014 goal of becoming one of America’s favorite
retailers.
Final ThoughtsCougar Concepts discovered that the jcpenney brand
is not just in the department store business, but in
the self-expression business as well. By releasing the
benefits that jcpenney has hidden in plain sight, Cougar
Concepts can re-connect the jcpenney brand with
today’s Transitioners. That is exactly what this campaign
has been designed to accomplish; it is an insight-based
and fully integrated campaign that builds on the equity
of the jcpenney brand.
Cougar Concepts is confident that this plan will not only
meet your objectives, but exceed them.
Thank you. When can we start?
jcpenney authorization
30
plansbook34.indd 30 3/28/11 6:34 PM
Online Articles AARPWashington. “ YouTube - MXYPLYZYK Store Tour .” YouTube - Broadcast Yourself. . N.p., n.d. Web. 7 Mar. 2011. <http://www.youtube.com/watch?v=sjbjuFQ64-g>.
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“American Baby Media Kit.” Meredith. Meredith Corporation, n.d. Web. 8 Mar 2011. <http://www. meredith.com/mediakit/ab/print/abmk_rts.html>.
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Cardon, Mercedes. “Dollar Stores are Taking Walmart’s Lunch Money.” Daily Finance. AOL, 4 Dec 2010. Web. 4 Mar 2011. <http://www.dailyfinance.com/story/company-news/dollar- stores-walmart-customers-market-share-competition/19740366/>.
Chang, Andrea. “Kohl’s is fitting in with the new frugality.” articles.latimes.com. Los Angeles Times, 30 Jan 2010. Web. 24 Feb 2011. <http://articles.latimes.com/2010/jan/30/business/ la-fi-kohls30-2010jan30/3>.
“Color Sensitive Interactive Billboard.” Vimeo. Web. 14 Mar 2011. <http://vimeo.com/10695851>.
“Corporate Overview.” Target. Target, n.d. Web. 4 Mar 2011. <http://investors.target.com/phoenix. zhtml?c=65828&p=irol-homeProfile>. “Cosmopolitan Media Kit.” 2011 Advertising Rates. The Hearst Corporation, 01/01/2011. Web. 8 Mar 2011. <http://www.cosmomediakit.com/r5/showkiosk. asp?listing_id=3903638&category_code=rate&category_id=27809>.
“Database Search UH Libraries.” Database Search. The University of Houston, 2010. Web. 8 Mar 2011. <http://info.lib.uh.edu/edbs/search/srds>.
“Department Stores Industry Research in the US.” IBISWorld. IBISWorld, 07 Dec 2010. Web. 4 Mar 2011. <http://www.ibisworld.com/industry/default.aspx?indid=1090>.
“eHarmony Media - Advertising Information.” eHarmony. eHarmony, Inc., 2010. Web. 8 Mar 2011. <http://www.eharmony.com/advertising>.
envirosell. “ YouTube - Doug Miles interviews author Paco Underhill.wmv .” YouTube - Broadcast Yourself. . N.p., n.d. Web. 7 Mar. 2011. <http://www.youtube.com/ watch?v=IHADYEaQ8A8>.
Fitzgerald, Drew. “JC Penney Installs Touchscreen Interfaces At 120 Stores.” The Wall Street Journal. Dow Jones & Company, Inc., 07 Feb 2011. Web. 5 Mar 2011. <http://online.wsj.com/ article/BT-CO-20110207-709205.html>.
floralparkkid. “ YouTube - Paco Underhill in Ruse, Bulgaria_6 .” YouTube - Broadcast Yourself. . N.p., n.d. Web. 7 Mar. 2011. <http://www.youtube.com/watch?v=Tiijm2NDWj4>.
“Focus Groups.” University of Wisconsin-Extension. Downtown and Business District Market Analysis, n.d. Web. 4 Mar 2011. <http://www.uwex.edu/ces/cced/downtowns/dma/7. cfm>.
Gill, Cassandra. “The Colours of the Top 100 Web Brands.” Truly Deeply. Truly Deeply, 04 Feb 2011. Web. 5 Mar 2011. <http://www.trulydeeply.com.au/madly/2011/02/04/the-colours-of- the-top-100-web-brands/>.
“Green Rankings: U.S. Companies.” www.newsweek.com. newsweek, 18 Oct 2010. Web. 15 Jan 2011. <http://www.newsweek.com/2010/10/18/green-rankings-us-companies.html>.
“HFMUS.” ELLE Rates. HFM U.S. , 2011. Web. 8 Mar 2011. <http://www.hfmus.com/hfmus/media_ kits/fashion_beauty_design/elle/magazine_advertising/rates>.
Hiestand, Micheal. “An Olympic ratings analysis.” USATODAY. USATODAY, 8/24/2008. Web. 1 Mar 2011. <http://www.usatoday.com/sports/columnist/hiestand-tv/2008-08-24-olympics- ratings_N.htm>.
“How to Price Vinyl Banners.” Airpark Banner & Signs. N.p., 2006. Web. 15 Feb 2011. <http://www. airparksign.com/banners/how-to-price-vinyl>.
“Hulu - About.” Ad Specs. Hulu, 2011. Web. 8 Mar 2011. <http://www.hulu.com/about/advertising/ adspecs>.
“InStyle Media Kit l InStyle l General Ad Rates.” InStyle. Time, Inc., 2011. Web. 8 Mar 2011. <http:// www.instyle.com/instyle/static/advertising/mediakit/instyle/generalad.html>.
“Investor Overview.” investor.shareholder.com. Dillard’s, 03 Mar 2011. Web. 4 Mar 2011. <http:// investor.shareholder.com/dillards/?splashlink=footer_investor>.
jbatistaj2. “ YouTube - Money$marts - Paco Underhill Feature .” YouTube - Broadcast Yourself. . N.p., n.d. Web. 7 Mar. 2011. <http://www.youtube.com/watch?v=RghUwYUHDUA>.
“Marie Claire Media Kit.” Media Rates. Hearst Corporation, 2011. Web. 8 Mar 2011. <http://www. marieclairemk.com/r5/showkiosk.asp?listing_id=3866738&category_id=19147>.
“Match.com MediaRoom-Media Kit.” Match. Match.com, L.L.C., 2008. Web. 8 Mar 2011. <http:// match.mediaroom.com/index.php?s=23>.
“MEDIAKIT.” Condé Nast. Condé Nast, 09/20/2010. Web. 8 Mar 2011. <http://www. condenastmediakit.com/gla/genrates.cfm>.
“MEDIAKIT.” Condé Nast. Condé Nast, 09/20/2010. Web. 8 Mar 2011. <http://www. condenastmediakit.com/vog/genrates.cfm>.
“Media Planning Guide.” Clear Channel Outdoor. Clear Channel Outdoor, Inc., 2010. Web. 8 Mar 2011. <http://www.clearchanneloutdoor.com/resources/sales-and-marketing/media- planning-guide/>.
“Movable Tower Light.” Alibaba.com. N.p., 2011. Web. 15 Feb 2011. <http://www.alibaba.com/ showroom/movable-tower-light.html>.
Neely, Brett. “J.C. Penney To Close Catalog Business, Outlets.” National Public Radio. National Public Radio, 25 Jan 2011. Web. 5 Mar 2011. <http://www.npr. org/2011/01/25/133200323/j-c-penney-to-close-catalog-business-outlets>.
“Online Advertising by Google.” Google AdWords. Google, 2011. Web. 8 Mar 2011. <https://www. google.com/accounts/ServiceLogin?service=adwords&hl=en<mpl=adwords&passi ve=true&ifr=false&alwf=true&continue=https://adwords.google.com/um/gaiaauth?ap t%3DNone%26ugl%3Dtrue>.
“Press Releases.” kohlscorporation.com. Kohl’s, 01 Mar 2011. Web. 4 Mar 2011. <http://www. kohlscorporation.com/InvestorRelations/press.htm>.
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“PSFK presents Future of Retail report.” Upload & Share PowerPoint presentations and documents. N.p., n.d. Web. 1 Feb. 2011. <http://www.slideshare.net/PSFK/psfk-presents-future- of-retail-report>.
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riversharkinc. “ YouTube - Paco Underhill - Brasilshop 2008 .” YouTube - Broadcast Yourself. . N.p., n.d. Web. 7 Mar. 2011. <http://www.youtube.com/watch?v=xaRsmhP0dtM>.
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How Cougar Concepts Got The NumbersBased on jcpenney annual report, the total revenue for 2009 was $17.6 billion. Based on the case study, jcpenney reports 31.3 million customers.
$17,556 billion/31.3 million customers= $561 per customer. Based on the case study, 25-34-year-olds represent 10.6% of jcpenney sales, or $1,861 million. Based on the case study, there are 3.8 million jcpenney customers ages 25-34.
$1,861 million/3.8 million= $489 per customer. If Cougar Concepts moves sales from 10.6% to 16% of jcpenney total sales; that is $2,809 million or $948 million incremental. This is an increase of 51%. It would be adding an additional 1.938 million customers at $489 per customer, which will yield $948 million. Note that this is not increasing the current average revenue per customer. If Cougar Concepts increases the average revenue per customer to $560, the new incremental revenue would be $1,085.280 million. If current sales are moved from $489 to $560 per customer, there would be an incremental gain of 15%, or $71 x 3.8 million= $270 million.
31
plansbook34.indd 31 3/28/11 6:34 PM
Brittany Rodriguez
Matthew Martinez
Gabrielle Nguyen
Jaime Alvizar
Randy Cantu
Henry Lee
Ngoc Nguyen
Ambreen Salim
Whitney Grohman
Kristin Bird
Katie Hartshorn
Courtney Kaminski
Scott Gilbert
Esteban Bazan
Jeanette Esquivel
Mike Le
Kelly Rizzo
Alex Benitez
Rhonda Vaca
Stephanie Villacorta
Larry Kelley
Rosario Laudicina
32
Account DirectorTraffic Director
Plans Book Art DirectorPlans Book EditorAccount Planning
Creative
Media
Public Relations
In-StoreAdvisors
plansbook34.indd 32 3/28/11 6:34 PM
Diamond DonationsFriends of University of Houston Advertising
University of Houston
Lopez Negrete Communications, Inc.
Western Litho
Platinum DonationsAdvertising Education Foundation
American Advertising Federation - UH
Kelsey Edwards
FKM Advertising Agency
Peregrine Oil & Gas II, LLC
Gold DonationsErin and Robert Steele
Maria Vaca
Silver DonationsBeatrice Houng Le Pham
Frank Hill
Corrence Rizzo
Lorenzo Diaz
Sharon Edwards
Ronnie Cantu
Ricardo and Joanna Zapata
Ad 2 Houston
Bronze DonationsHanh Nguyen
Schneider & McKinney, P.C.
Jose and Belen Vara
Emilio Rodriguez
Ronald and Roberta Brightwell
Frank Rodriguez
Imelda Bazan
Yamaha Motorsports
Jesus Dela Fuente
Do Le
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