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  • 1. @
  • 2. Table of Contents EXECUTIVE SUMMARY page 2 5 READY SET GO page 312 CREATIVE MESSAGE MEDIA page 13 page 183 1
  • 3. ExecutiveSummary 2
  • 4. ReadySet Go…Strengths ThreatsWeaknesses Opportunities 3
  • 5. Market Segments “They may all be alike… but they aren’t all the same”What makes them different What makes them alike: 4
  • 6. Competitive Analysis Brand Functional Emotional Emotional“They want your money and JCP’s” Link 5
  • 7. ResearchPerception = RealityWe carefully:Research Objectives & StrategiesResearch Strategies 6
  • 8. What we discoveredSample Focus Group CommentsPositives: When you hear JC Penney what do you think of? 49% Bland 21% ThriftyNegatives: Would you shop at JCPenney name brand clothing? 68% Yes 26 % Doesn’t matter 6% No 7
  • 9. What we discoveredPerceptualsObjectives: 8
  • 10. MarketingWhat we need to do…ObjectivesMarketing Opportunities: Strategic Executions 9
  • 11. Marketing 10
  • 12. CreativeBrief Central Edge Communications Creative Target Audience 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 Every Day Matters and affordabliltiy for our customers making us America’s shopping destination. 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” 11
  • 13. CreativeMessage Evolution of a creative concept Central 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 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 anenjoyable 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 “We Make it “What You Want @ “New Look, Affordable, jcp New Day, You Make it Yours” Who Knew?” 12
  • 14. Creative Single idea around which campaign communication is based: what you want @ 13
  • 15. Creative Prices that aren’t rough on your wallet. 14
  • 16. Creative Life long dreams come with a price tag. 15
  • 17. Creative 16
  • 18. Mediawhere are you?Media ObjectivesMedia Strategies High Impact States 17
  • 19. MediaTop 25 2nd Cities Omaha Raleigh Miami Atlanta 18
  • 20. MediaWebsites and blogsNON-TRADITIONAL / DIGITAL/ SOCIAL What you wantDigital MediaSocial Media 19
  • 21. MediaMOBILE: “What you want to wear today” weather appWeb SeriesOnline Social Community On-Line Advertising 20
  • 22. Media CalendarTraditional:TV:Spot:Magazines:Out-of- Home:Theatre:Mall:Online:Twitter:Online Mags:Mobile: 21
  • 23. RelationshipOpportunitiesjcp Public Relationsjcp Fashion Advisory Boardjcp Fashion Blog“Style For Life” Fashion Week 22
  • 24. Relationship Opportunities@cquire Card Participantsjcp Best Dressed Budget Fashionista ListAfter School Program Addition – A.C.T. o   o   23
  • 25. Relationship OpportunitiesINTERNAL PUBLIC RELATIONSEmployee YouTube ContestPay-It “For-Red”In-Store experience & Sales PromotionThe In-Store Experience 24
  • 26. Relationship Opportunities @cquire Card 25
  • 27. Smartphone App REGISTRIES Navagation TAG READER VIDEO MY STORE RED ROOM 26
  • 28. Relationship OpportunitiesPARTNERSHIPS / ENDORSEMENTSFashion / Style LinesEntertainment / Celebrity Endorsements / Product Lines 27
  • 29. Relationship OpportunitiesDesign your Future HomePaint The Mall Red: pai m t h e nt all REDRed Room Concierge 28
  • 30. Relationship OpportunitiesINTERACTIVE MANNEQUINSSmart Tags 29
  • 31. CampaignBudgetOnline 30
  • 32. CampaignMetricsIMAGE METRICSIMPACT METRICS 31
  • 33. The TeamExecutive Board Team Members Special ThanksAdvisors 32