What we discoveredSample Focus Group CommentsPositives:Negatives:768% Yes26 % Doesn’t matter6% No49% BlandWhen you hear JC Penney what do you think of?21% ThriftyWould you shop at JCPenney name brand clothing?
CreativeBriefTarget Audience11Central Edge Communications CreativebriefWhether online or in-store, JCP givesyou design, fashion, and quality with anenjoyable experience. By renewing JCP’sstyle indentity we build a sense of discoveryand affordabliltiy for our customers makingus America’s shopping destination.Every Day MattersTo members of our target market, women ages25-34 and consumers establishing shoppingpatterns for the future, JCP is the departmentstore that gives them design, fashion and qualitywith an enjoyable experience. JCP builds a sense ofdiscovery and affordablitly as it becomes America’sshopping destination.Purpose: to acquire and retain female customers ages 25-34, increase their shoppingfrequency, and grow their share of wallet.Creative oppurtunity: Create a new perception of jcp that incorporates a memorable andiconic symbol that conumers can identify with in a fun and distictive way.To remind consumers that you can get “what you want @ jcp”
CreativeMessage12Central Edge Take-Away Message - Campaign 2012“Whether online or in-store, jcp gives you design, fashion, quality and an enjoyable experience. Byrenewing jcp’s style identity, we build a sense of discovery and aﬀordability for our customers making usAmerica’s shopping destination.Central Edge Positioning - Campaign 2012“To members of our target market, women ages 25-34 years old and consumers establishing shoppingpatterns for the future, jcp is the department store that oﬀers design, fashion and quality with anenjoyable experience. jcp brings a sense of discovery and aﬀordability, as it becomes America’s shoppingdestination.JCPenney Positioning Value Proposition Marketing Campaign 2011 Marketing Campaign 2012“Every Day Matters” Style & Quality“New Look,New Day,Who Knew?”“What You Want @jcp“We Make itAﬀordable,You Make it Yours”Evolution of a creative concept
CreativeSingle idea around which campaign communication is based:13what you want @
14CreativePrices that aren’t rough on your wallet.
15CreativeLife long dreams come with a price tag.