8. What we discovered
Sample Focus Group Comments
Positives:
Negatives:
7
68% Yes
26 % Doesn’t matter
6% No
49% Bland
When you hear JC Penney what do you think of?
21% Thrifty
Would you shop at JCPenney name brand clothing?
12. Creative
Brief
Target Audience
11
Central Edge Communications Creative
brief
Whether online or in-store, JCP gives
you design, fashion, and quality with an
enjoyable experience. By renewing JCP’s
style indentity we build a sense of discovery
and affordabliltiy for our customers making
us America’s shopping destination.
Every Day Matters
To members of our target market, women ages
25-34 and consumers establishing shopping
patterns for the future, JCP is the department
store that gives them design, fashion and quality
with an enjoyable experience. JCP builds a sense of
discovery and affordablitly as it becomes America’s
shopping destination.
Purpose: to acquire and retain female customers ages 25-34, increase their shopping
frequency, and grow their share of wallet.
Creative oppurtunity: Create a new perception of jcp that incorporates a memorable and
iconic symbol that conumers can identify with in a fun and distictive way.
To remind consumers that you can get “what you want @ jcp”
13. Creative
Message
12
Central Edge Take-Away Message - Campaign 2012
“Whether online or in-store, jcp gives you design, fashion, quality and an enjoyable experience. By
renewing jcp’s style identity, we build a sense of discovery and affordability for our customers making us
America’s shopping destination.
Central Edge Positioning - Campaign 2012
“To members of our target market, women ages 25-34 years old and consumers establishing shopping
patterns for the future, jcp is the department store that offers design, fashion and quality with an
enjoyable experience. jcp brings a sense of discovery and affordability, as it becomes America’s shopping
destination.
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 it
Affordable,
You Make it Yours”
Evolution of a creative concept
