JCPenney Campaign Lagniappe Creative “ Fashion is changing. Style is forever.”
The Team
Campaign Objectives <ul><li>Acquire </li></ul><ul><li>Retain </li></ul><ul><li>Increase shopping frequency </li></ul><ul><...
Situational Analysis <ul><li>The Challenge </li></ul>
SWOT Analysis <ul><li>Strengths </li></ul><ul><li>Weaknesses </li></ul><ul><li>Opportunities </li></ul><ul><li>Threats </l...
Research Insight <ul><li>61%  prefer shopping with family/friends </li></ul><ul><li>49%  look at magazines/catalogues befo...
Research Findings cont.’ <ul><li>Social Butterfly </li></ul>Target Profile Tech-Saavy City Dweller Power Mom Timeless Clas...
Research Findings cont.’ <ul><li>Current Tagline:  “New look. New day. Who Knew?” </li></ul><ul><li>Current Creative:  Max...
Advertising Strategy <ul><li>Emphasis on new partnerships </li></ul><ul><li>Change perception of JcPenneys </li></ul><ul><...
<ul><li>Social Media </li></ul><ul><li>Print (Magazines) </li></ul><ul><li>Television </li></ul><ul><li>Direct Mail </li><...
Advertising Strategy cont.’ <ul><li>4 Media Vehicles: </li></ul><ul><li>Television (ABC, CBS, Bravo, Fox, TLC) </li></ul><...
Partnerships
Creative Brief <ul><li>“ Fashion is changing. Style is forever.” </li></ul><ul><li>JcPenneys can carry a woman through her...
Creative Brief cont.’ Website
Creative Brief cont.’ Billboard
Creative Brief cont.’ Direct Mail
Creative Brief cont.’ Print Advertisements
Creative Brief cont.’ Television
Creative Brief cont.’ Promotions
Creative Brief cont.’ In-Store Digital Marketing
Creative Brief cont.’ Social Media - Facebook
Creative Brief cont.’ Social Media - Youtube
Creative Brief cont.’ Smart Phone
Creative Brief cont.’ Social Networking
Budget <ul><li>Traditional Advertising : $76,341,008 </li></ul><ul><li>TV, Magazine, Internet, Billboards </li></ul><ul><l...
Gantt Chart
Evaluation <ul><li>Internet Interaction: </li></ul><ul><li>Site Visitors, Facebook Friends, Rachel Ray Participants </li><...
Questions?..
Upcoming SlideShare
Loading in...5
×

JC Penney Integrated Marketing Campaign

3,452

Published on

This is a link to my slideshare document, it is a powerpoint that I did for one of my last classes when I was a senior last fall. It is a Integrated Marketing Campaign for JC Penney, this was an AAF sponsored Ad-Team competition which would go on to be brought to life the following spring by Drury Communication Students.

Published in: Education, Business, Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,452
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
87
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

JC Penney Integrated Marketing Campaign

  1. 1. JCPenney Campaign Lagniappe Creative “ Fashion is changing. Style is forever.”
  2. 2. The Team
  3. 3. Campaign Objectives <ul><li>Acquire </li></ul><ul><li>Retain </li></ul><ul><li>Increase shopping frequency </li></ul><ul><li>Reach 75% of target market </li></ul>
  4. 4. Situational Analysis <ul><li>The Challenge </li></ul>
  5. 5. SWOT Analysis <ul><li>Strengths </li></ul><ul><li>Weaknesses </li></ul><ul><li>Opportunities </li></ul><ul><li>Threats </li></ul>
  6. 6. Research Insight <ul><li>61% prefer shopping with family/friends </li></ul><ul><li>49% look at magazines/catalogues before shopping </li></ul><ul><li>Tech-Saavy </li></ul><ul><li>Fashion > Price </li></ul><ul><li>Shopping is an experience </li></ul><ul><li>Purchase Triggers: Work wear, Social wear, </li></ul><ul><li>Special occasion wear, Home decor </li></ul>
  7. 7. Research Findings cont.’ <ul><li>Social Butterfly </li></ul>Target Profile Tech-Saavy City Dweller Power Mom Timeless Classic
  8. 8. Research Findings cont.’ <ul><li>Current Tagline: “New look. New day. Who Knew?” </li></ul><ul><li>Current Creative: Maximum Exposure at Low Prices </li></ul><ul><li>Current Brand Image: Everything you want, at prices you can afford. </li></ul><ul><li>Current Brand Voice: The department store has always been there for you. </li></ul>New Perceptions New Tagline: Fashion is changing. Style is forever New Creative: Maximum exposure on new fashion and personal style New Brand Image: Fashion and style come first. JcPenneys will always remain affordable. New Brand Voice: The department store that gives you what no other can.
  9. 9. Advertising Strategy <ul><li>Emphasis on new partnerships </li></ul><ul><li>Change perception of JcPenneys </li></ul><ul><li>Refine JcPenneys current image </li></ul>
  10. 10. <ul><li>Social Media </li></ul><ul><li>Print (Magazines) </li></ul><ul><li>Television </li></ul><ul><li>Direct Mail </li></ul>Marketing Strategy Advertising Strategy cont.’
  11. 11. Advertising Strategy cont.’ <ul><li>4 Media Vehicles: </li></ul><ul><li>Television (ABC, CBS, Bravo, Fox, TLC) </li></ul><ul><li>Magazines (Elle, Glamour) </li></ul><ul><li>Online (JCPenney interactive website) </li></ul><ul><li>Direct Mail Package </li></ul>Media Mission
  12. 12. Partnerships
  13. 13. Creative Brief <ul><li>“ Fashion is changing. Style is forever.” </li></ul><ul><li>JcPenneys can carry a woman through her life </li></ul><ul><li>Of style stages. </li></ul>
  14. 14. Creative Brief cont.’ Website
  15. 15. Creative Brief cont.’ Billboard
  16. 16. Creative Brief cont.’ Direct Mail
  17. 17. Creative Brief cont.’ Print Advertisements
  18. 18. Creative Brief cont.’ Television
  19. 19. Creative Brief cont.’ Promotions
  20. 20. Creative Brief cont.’ In-Store Digital Marketing
  21. 21. Creative Brief cont.’ Social Media - Facebook
  22. 22. Creative Brief cont.’ Social Media - Youtube
  23. 23. Creative Brief cont.’ Smart Phone
  24. 24. Creative Brief cont.’ Social Networking
  25. 25. Budget <ul><li>Traditional Advertising : $76,341,008 </li></ul><ul><li>TV, Magazine, Internet, Billboards </li></ul><ul><li>PR Promotions : $15,791,000 </li></ul><ul><li>Rachel Ray, Ladies Night, Kiosks, Direct Mail </li></ul><ul><li>Production Cost : $1,070,000 (TV, Internet) </li></ul><ul><li>Evaluation : $50,000 </li></ul><ul><li>Logistics : $100,000 </li></ul><ul><li>Contingency : $2,000,000 </li></ul>
  26. 26. Gantt Chart
  27. 27. Evaluation <ul><li>Internet Interaction: </li></ul><ul><li>Site Visitors, Facebook Friends, Rachel Ray Participants </li></ul><ul><li>Event Stats: </li></ul><ul><li>Monitor Ladies Night attendants, LN Surveys </li></ul><ul><li>Distribution: </li></ul><ul><li>Amount of Direct Mail Distributed, Kiosk Surveys </li></ul><ul><li>Participation & Acceptance: </li></ul><ul><li>Social Media Comments </li></ul><ul><li>Concept Testing </li></ul>
  28. 28. Questions?..
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×