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JC Penney Integrated Marketing Campaign
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JC Penney Integrated Marketing Campaign

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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 …

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
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Transcript

  • 1. JCPenney Campaign Lagniappe Creative “ Fashion is changing. Style is forever.”
  • 2. The Team
  • 3. Campaign Objectives
    • Acquire
    • Retain
    • Increase shopping frequency
    • Reach 75% of target market
  • 4. Situational Analysis
    • The Challenge
  • 5. SWOT Analysis
    • Strengths
    • Weaknesses
    • Opportunities
    • Threats
  • 6. Research Insight
    • 61% prefer shopping with family/friends
    • 49% look at magazines/catalogues before shopping
    • Tech-Saavy
    • Fashion > Price
    • Shopping is an experience
    • Purchase Triggers: Work wear, Social wear,
    • Special occasion wear, Home decor
  • 7. Research Findings cont.’
    • Social Butterfly
    Target Profile Tech-Saavy City Dweller Power Mom Timeless Classic
  • 8. Research Findings cont.’
    • Current Tagline: “New look. New day. Who Knew?”
    • Current Creative: Maximum Exposure at Low Prices
    • Current Brand Image: Everything you want, at prices you can afford.
    • Current Brand Voice: The department store has always been there for you.
    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. Advertising Strategy
    • Emphasis on new partnerships
    • Change perception of JcPenneys
    • Refine JcPenneys current image
  • 10.
    • Social Media
    • Print (Magazines)
    • Television
    • Direct Mail
    Marketing Strategy Advertising Strategy cont.’
  • 11. Advertising Strategy cont.’
    • 4 Media Vehicles:
    • Television (ABC, CBS, Bravo, Fox, TLC)
    • Magazines (Elle, Glamour)
    • Online (JCPenney interactive website)
    • Direct Mail Package
    Media Mission
  • 12. Partnerships
  • 13. Creative Brief
    • “ Fashion is changing. Style is forever.”
    • JcPenneys can carry a woman through her life
    • Of style stages.
  • 14. Creative Brief cont.’ Website
  • 15. Creative Brief cont.’ Billboard
  • 16. Creative Brief cont.’ Direct Mail
  • 17. Creative Brief cont.’ Print Advertisements
  • 18. Creative Brief cont.’ Television
  • 19. Creative Brief cont.’ Promotions
  • 20. Creative Brief cont.’ In-Store Digital Marketing
  • 21. Creative Brief cont.’ Social Media - Facebook
  • 22. Creative Brief cont.’ Social Media - Youtube
  • 23. Creative Brief cont.’ Smart Phone
  • 24. Creative Brief cont.’ Social Networking
  • 25. Budget
    • Traditional Advertising : $76,341,008
    • TV, Magazine, Internet, Billboards
    • PR Promotions : $15,791,000
    • Rachel Ray, Ladies Night, Kiosks, Direct Mail
    • Production Cost : $1,070,000 (TV, Internet)
    • Evaluation : $50,000
    • Logistics : $100,000
    • Contingency : $2,000,000
  • 26. Gantt Chart
  • 27. Evaluation
    • Internet Interaction:
    • Site Visitors, Facebook Friends, Rachel Ray Participants
    • Event Stats:
    • Monitor Ladies Night attendants, LN Surveys
    • Distribution:
    • Amount of Direct Mail Distributed, Kiosk Surveys
    • Participation & Acceptance:
    • Social Media Comments
    • Concept Testing
  • 28. Questions?..

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