JCPenney Book


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Our teams 2011 JCPenney National Integrated Brand Communications Plan.

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JCPenney Book

  3. 3. EXECUTIVE SUMMARYYRAMMUS EVITUCEXE Our challenge was to develop a 2012 to 2013 integrated Our because you’re you campaign addresses our marketing communications plan for jcpenney to increase their market positioning objectives and allows our target market share of women aged 25 -34 and grow their share of wallet in this to connect with jcpenney and the jcpenney brand. market segment. Currently one of the largest department stores in the With a tagline that speaks directly to these women’s United States, jcpenney asked Dwight, Bentel and Hall individual needs and a theme that intertwines the Communications to identify a solution to this problem and create a jcpenney brand with these women’s quirks and style campaign based on our research findings. habits, we can cohesively promote jcpenney as the number one shopping destination in the U.S. We found these women are not connecting with the jcpennney brand personality, hold misconceptions of the jcp brand and merchandise Using strategic media platforms, Public Relations and see jcpenney as “boring, outdated and low quality.” tactics and creative executions that grab our target market, we can begin to dislodge these misconcep- Dwight, Bentel and Hall Communications will begin to transform these tions and drive customers into jcpenney stores. This misconceptions by positioning jcpenney as: will help jcpenney become America’s number one shopping destination for great styles at great prices. • The one-stop shopping destination in the U.S. where customers can find great styles and brands that fit them jcpenney, because you’re you. • Value propositions and great quality merchandise • A store that understands their customers’ shopping and personal Sincerely, style needs Dwight, Bentel & Hall Communications 1
  4. 4. SITUATION ANALYSIS CHALLENGE SWOT Develop and present a 2012 to 2013 integrated marketing communications plan for jcpenney to help Strengths them acquire and retain female customers aged 25 to 34. • Large retail operations Opportunities • Strong distribution • Private label products • Increasing online retail CLIENT network • spending Exclusivity to brands jcpenney’s company vision is “to be America’s shopping Weaknesses destination for discovering great styles at compelling prices”. They want to establish themselves as the growth • Lower inventory turnover Threats leader in their industry and delight their customers with • Weak performance in • Intense competition great offerings of merchandise and services. Q2’2009 • Weak consumer price index • Rising wages in US PROBLEM Women aged 25 to 34 represent 16.2 percent of the total market, yet only account for 10.6 percent of jcpenney’s sales. jcpenney’s Share of Wallet with this market is lower compared to all other age groups.2
  5. 5. INDUSTRY TRENDS Since the 2007 recession, U.S. department stores have been working hard to make a comeback. Consumers have been spending less and department stores have been forced to compete with discount stores, mass merchandisers, specialty stores, outlets, and online retailers. In order to stand out among these other retailers, many trends have developed to aid department stores. SITUATION ANALYSIS First, department stores need to separate themselves from their competition; they need to break away from the sameness that has plagued retailing for years. Stores must now touch on individual tastes to increase customer loyalty rather than focusing on mass appeal. Second, value players, like Kohl’s and jcpenney, are gaining strength in the market place because they offer exclusive brands and strong value propositions. These value propositions set department stores apart by focusing less on price comparison and more on the com- pany’s unique offerings and overall value. Another major trend growing in the U.S. is online shopping. Department stores must use customer experience as a differentiating fac- tor and focus on individual needs to drive consumers off their computers and into the stores. *COMPETITIVE ANALYSISThere are three companies that continue to attract our target market. jcpenney will need to find a wayto stand out from these top department store competitors.* The Nostalgic, Classic Brand A Newer Value Player An Original, Innovative RetailerSTRENGTHSSHTGNERTS Strong customer base and distribution channel Exclusive brand name offerings Company reputation Strong merchandising Strong market position Strong brand equity Large retailer with established presence Efficient inventory management Focus on an upscale fashion market Company’s “Low-Price Promise” Benefit of “Kohl’s Cash” Local focus with “My Macy’s”WEAKNESSESSESSENKAEW Rising write-offs that affect profitability Continuous product recall More costly than competitors Main competition, Walmart, is overall price leader Declining profitability margin Not as much brand momentum Dependence on China as largest source Complaints of Kohl’s credit cards & online store * NewYorkTimes, To Stand Out, Retailers Flock to Exclusive Lines. 2011. *, 2010 3
  6. 6. RESEARCHTHE CHALLENGEDevelop a research strategy to provide insight into the problem (low market share of target market at jcpenney).We set three primary objectives to discover more about our target market...PRIMARY OBJECTIVES1. Find and analyze our target market’s perceptions of jcpenney - we needed to find the missing link between our target market and jcpenney to better understand why they aren’t spending their money at jcpenney.2. Learn our target market’s shopping behaviors - we needed to understand these women’s key habits and patterns when it comes to their personal shopping styles.3. Research our target market’s life goals and aspirations - we believe these goals reflect our target market’s purchasing hab- its. These habits will shift as they move through different stages in their lives and jcpenney needs to know what drives these women.RESEARCH STRATEGIES PRIMARY SECONDARY• Distribute online surveys to target market • Complete in-depth research using Simmons National Consumer Study• Conduct in-person and Facebook interviews with target market • Visit multiple jcpenney store locations (mall stores and stand alone stores)• Study Prizm consumer segmentation system and VALS consumer • Visit multiple competitor locations, competitor blogs, social media and research service online stores• Design and conduct “Sweater Survey” • Study jcpenney online articles, blogs, and other sources related to our target market’s shopping behaviors • Analyze industry marketplace4
  7. 7. CUSTOMER PERCEPTIONSWe needed to find out exactly what consumers think about the jcpenney brand as a whole.WHAT WE FOUNDWomen in our target market... Do not see jcpenney as modern or trendy “I’ve never felt that it (jcpenney) Do not feel jcpenney understands their consumer needs was a store that fit my personal Do not believe jcpenney stores fit their style Do not believe jcpenney has a comfortable shopping environment style.” Does think jcpenney is only for kids and seniors Does think jcpenney’s merchandise is “boring, outdated, and low quality”BUT, our target market does think jcpenney offers shoppers affordable productswith great prices. RESEARCH NOT MODERN BORING “My parents like to shop DONT UNDERSTAND NEEDS AFFORDABLE OUTDATED UNORGANIZED there, but I never can find anything that I really DOESNT FIT MY STYLE CHEAP MESSY like.” UNCOMFORTABLEMost of our target market’s perceptions towards jcpenney are negative. However our research also showed many of these women hadn’tactually been to a jcpenney store in years. This could only mean that our target market has misconceptions about jcpenney, that are notbased on in-store experience, but on outside factors like word of mouth and lack of connection to the jcpenney brand.But we needed to learn more... 5
  8. 8. O JCPENNEYS SWEATER SURVEY BJECTIVE Determine if jcpenney’s quality and style as a brand is accurately perceived in the target market’s mind. H OW We bought one sweater from Macy’s, Kohl’s, and jcpenney and hid the tags and brands. We asked women in our target market to touch, inspect and tells us which sweater was bought from which store and which was their favorite. R ESULTS The majority of the women (80%) thought the jcpenney sweater was bought at Macy’s and most women (75%) picked the jcpenney sweater as their favorite. KOHLS A NALYSIS Our target market’s perception of jcpenney does not accurately represent the style, quality and brands jcpenney carries. CONSUMER BUYING HABITS Our next objective was to discover and analyze our target market’s shopping behaviors and habits. We MACYS used primary and secondary research tactics to obtain a better understanding of how these women shop. When it comes to shopping, our target market... Does not use shopping as a social activity, but shops with a purpose Considers store environment a deciding factor when determining where to shop Needs shopping to be convenient (our target market likes to get in and out and back to their busy lives) Shops for specific items, not just to browse Prefers to shop at stores that offer high quality, brand name products rather than low-priced, non-brand products Does not consider price important when shopping (they get what they want) With these insights, we could now think about how jcpenney could better represent the shopping needs of our target market and what our campaign must address to meet these needs.6
  9. 9. WHO IS OUR TARGET MARKET? Our objective was to find what our target market’s goals and aspirations are in life and in the near future. According to the case study, these women are establishing shopping patterns during this current phase of their lives. PRIZM NE is a marketing tool that provides greater precision when targeting a specific market. It answers the questions of who your customers are, what they are like, what they buy, where you can find them, and how you can reach them. With PRIZM NE’s help, we were able to classify our target into their individual segments based on their current focus in life, whether it is their jobs, their families, or themselves. JOBS FAMILY&KIDS THEMSELVESKids & Cul-de-Sacs (18): Family Life, Suburban White Picket Fence (34): Family Life, Second City New Beginnings (44): Younger Years, SuburbanSuburban Pioneers (52): Family Life, Suburban Blue-Chip Blues (36): Family Life, Suburban City Startups (47): Younger Years, Second CityBoth middle to upper middle class, some with Both are middle class, with kids, home owners or Mobility Blues (53): Younger Years, Second Citykids, new home owners, most with college renters, some college experience, less fortunate All with lower income, no kids, mostly renters,education, more fortunate with money and their families that are younger and just starting out. some college experience, becoming independentcareers. and finding their place in life. 7
  10. 10. RESEARCHPSYCHOGRAPHICSOur target market’s goals and aspirations are very important because these will ultimately shape their shoppinghabits. The mindsets of these women are similar, with a few common goals they desire to accomplish in the nearfuture. They want to accomplish their degrees in school and get a career that will provide them with a steady income. They want to be successful doing something they love and be able to support a family. They want to discover themselves and be happy and confident with the person they’ve become. VALS We used the marketing tool VALS to better understand what drives our target market’s consum- er behavior. We found our target market falls into the VALS category of Experiencers: Experiencers are motivated by Self-Expression and have access to adequate resources They are young, enthusiastic and impulsive consumers who want their needs to be met by companies They seek variety and savor the new when it comes to products They spend a high proportion of their income on fashion, entertainment, and socializing Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities Separating the target market into these segments gave us a better idea of where these women are in their lives and how we can reach them more successfully with both our creative strategy and media purchasing.8
  11. 11. RESULTSWHAT WE FOUND Our target market holds misconceptions of the jcpenney brand and merchandise These women are looking for a personal connection to the stores they shop at Our target market is looking for quality and brands that fit their lifestyle Our target market is searching for affordable prices and convenient shopping destinationsNEXT STEPS? Create a campaign that personally addresses our target market, connects with our target market on an individual level, and begins removing the negative perceptions held by consumers about jcpenney. We will develop campaign goals to meet these objectives.GOALS Shift the main focus of jcpenney from price, to quality and style Give jcpenney style credibility by showcasing their products and exclusive brands Show our target market that jcpenney cares about their needs and happiness and will help them feel confident and stylish Show that jcpenney can help restore simplicity into our target market’s lives with easy, get in and get out ideals Prove that jcpenney recognizes individuality and offers a huge range of products that they feel were made for them Our goals address both value and emotional needs desired by our target market.HOW ? With our creative executions, we will accomplish these goals by showing the target market that jcpenney offers desirable, stylish and practical merchandise. We will prove to our target market that jcpenney gives them what they want, at great prices, without sacrificing quality. We will show our target market that jcpenney has a wide variety of options in merchandise that can fit anyone, no matter who they are. By connecting with these women in an emotional and individual way, jcpenney can start identifying with their customers. Additionally, the value proposition will reinforce the jcpenney message and consumers will start seeing jcpenney as their number one shopping destination for great styles at compelling prices. 9
  12. 12. CREATIVE WE needed TO NOT ONLY THINK CREATIVELY BUT To meet our campaign goals we set aside three simple rules before thinking about our creative theme and executions. Because at the end of the also STRATEGICALLY day our campaign must... 1 MUST HAVE LEGS Campaign must have the potential to run for several years as jcp launches their new brand identity 2 CREATE SOMETHING DIFFERENT jcp needs something different from their competitors, but something that can also relate to our target market 3 SELL The bottom line is to sell. jcp needs advertising that stands out in the clutter of competitive advertising and really grabs our target market. By creating simple, relatable, brand/product driven advertising that cohesively integrates jcp’s value proposition, we can accomplish our goals to grow the jcp share of wallet. Overall, the strategy behind our theme is to create a campaign that resonates personally and emotionally with our target market. We need to grab our target market while still staying true to jcp’s brand identity. jcp needs ads that have a simple and clear message, but that can also break through all the clutter and allow our target market to connect with the jcp brand. We needed to connect with our target audience in a new and interesting way, while still highlighting jcp’s fabulous brands and styles.10
  13. 13. THE BIG IDEA AEDI GIB EHTWe began thinking about these women. Who they are andwhat’s important to them. We started to think about the little HOW TO ACHIEVE THISthings these women do, the things that make these women We needed to use strong media and communicationunique. And then it hit us. What is it that makes these women tactics that cohesively integrated the jcp brand.different but could also be tied back to style? We also needed a tagline that was catchy but stillIt’s the way their favorite pair of heels makes them feel like consistent with our theme! CREATIVEthey’re on the runway or how they never let a little rain ruintheir style. It’s their quirks and their habits. It’s all the little because you’re you.things that make them who they are. This tagline speaks directly to our target market in a conversational and personal way and says, “no matterIt’s this personal connection jcp needs in order to reach our who you are, you’re you and we love it!”target market. In order to capture this target market, we needto not only show these women that jcp has amazing brands We began writing headlines and finding images thatand styles, but also connect with them on a personal and would grab our target market, but would still clearlyindividual level. depict the jcp brand as a whole and stay true to the jcp message. Within out layout design, we needed to showbecause you’re you. our audience just how simple and easy it is to shop with jcp and how fabulous the brands they carry really are. The next few pages describe our way to communicate our theme and jcp as a brand to our target market. 11
  14. 14. PRINT We will launch our campaign with exciting full color spreads (bottom) and fall back to single I take my boots from function to fashion page ads (right). We will integrate our theme and tagline, as well as the jcp brand and keep each ad consistent and true to the jcp brand personality. because you’re you. At JCP we create brands that fit your life and your style no matter who you are JCP is inspired by you to find the latest fashions that work for you, Visit a JCP store today. The perfect shade of red for I need a bag that can carry a love seat. I wear jeans my world o matter the occasion. around everyday. N because you’re you. because you’reyyou. you. because ou’re At JCP we have brands that fit your life, your At JCP we have brands that fit your life and your style and your home! Because no matter who style so nowe have who you are JCP islife and you At JCP matter brands that fit your inspired by you are or what you love, JCP has everything to you to find no matter who you are, JCP is for you, style. So the latest fashions that work inspired by you to find the latest fashions that work for you. make your house a home. Explore your style and Visit a JCPVisit a JCP store or go to today! store today. visit a JCP store near you today!12 +
  15. 15. TELEVISION VO: MUSIC BEGINS VO: MUSIC CONT, VO: MUSIC CONT. VO: MUSIC CONT. Waking up is You don’t mind Your idea of glitz And your favorite never easy and VO BEGINS having a messy VO DURING CLIP and glamour is VO DURING CLIP pair of heels make VO DURING CLIP looking natural closet as long as wearing your you feel like you’re doesn’t happen WMN ZOOMED IN the end result WMN TOSSING favorite pieces of WMN GRABS on a runway even if WMN IS IN CLOSET in 5 minutes but WASHING HER FACE is a cute outfit, CLOTHES, LOOKING jewelry. RING OFF JEWELRY you’re just going to JUST SHOWN FROM you get there. AND GRABS A TOWEL because life is no FOR AN OUTFIT, LOOKS HOLDER. ZOOMED work. THE LEGS DOWN, TO WIPE HER FACE dress rehearsal. AT HER DRESSES, PICKS IN WHILE PUTTING PUTTING ON AN OUTFIT AND ON RING AND THEN HER HEELS AND WALKS OVER TO THE PUTS ON NECKLACE WALKS OUT OF THE DRESSER CLOSET For Television, we want to highlight the jcp brands and really make ourVO: MUSIC CONT.At jcp, your quirks and target market think about the jcp experience as a whole. Each spothabits inspire us. Which VO DURING CLIP would feature similar styles and color bars to cohesively integrate theis why we offer great theme with the brand.brands like MNG by FULL LENGTHmango, Liz Claiborne, BACK VIEW OFAmerican Living and WMN WALKINGmore. jcp fits your life DOWN THE STREETand your style no mat- WITH HER FRIEND.ter who you are. jcp,because you’re you. 13
  16. 16. RADIO jcp: “Soundtrack of Your Life” jcp: “Express Your Style ” 30 Seconds 30 Seconds We want MUSIC: UPBEAT MUSIC BEGINS MUSIC: GUITAR BEGINS UPBEAT CHORDS SFX: JEWELRY JINGLES IN CUE W/ MUSIC them to hear WMN 1: My kids love outfits that express their WMN 1: The jingle of my jewelry is the personalities soundtrack to my life WMN 2: I want my house to be cozy without cost- SFX 2: HEELS CLICK ON PAVEMENT, IN CUE ing a fortune W/ MUSIC AND JINGLE OF JEWELRY Our radio will incorporate both specific jcp WMN 3: I love to mix and match my accessories! WMN 2: The click of my heels makes me feel like departments and the entire jcp store. Using I’m on the runway VO: At jcp, we appreciate all the little things 30-second commercials, we are able to run that make you, you. And with exclusive SFX: POTS AND PANS AND COOKING brands like MNG by Mango, Bisou Bisou more spots and reach more of our target SOUNDS, PLUS JEWELRY AND HEELS and Worthington, we’re confident you’ll market. Repetition is everything! find the perfect style that fits you. So no WMN 3: Sometimes I’ll dress up just to cook a matter where your day takes you, jcp has meal brands that fit your life and your style! SFX/MUSIC: FADES TO BACKGROUND Visit a jcp store today and see what’s new! VO: At jcp, we believe every woman jcp, because you’re you. has her own soundtrack. That’s why at jcp we have designed products that fit your life and your style. So whether you’re adding accessories to your outfit or cooking a great meal, jcp will help you shine. Visit a jcp store near you to see what else is new! jcp, because you’re you.14
  17. 17. DIRECT MAIL direct mail piece for printer Take 20% off your purchase At JCP, we appreciate the things that make you unique. That’s why we offer that fit inspired by your life and style at a price doorhanger in use At JCP we are gs you do, you can afford. all the little thin so we’d like to return the doorhanger in use favor! So no matter who you are or what you do, your reds of And with hund personality will shine through. at fit you, great brands th Because you’re you. inside inside For direct mail, we were looking for a creative way to reach our target market. We decided to include door hanger direct mail. These unique door hang- ers would be placed on customers’ and prospective customers’ front doors and would offer them an incentive to go to the jcp store. These three fold door hangers could include coupons, reward points, highlight new brands and more! This is a great way for jcp to stand out between the bills! 15
  18. 18. ONLINE Women I Men I Juniors I Baby & Kids I Shoes I Handbags and Accessories I Home I Sale Show off your legs with fun, flirty shoes because you’re you. that are just in time for Spring! by you to find the latest fashions that work for you. style. So no matter who you are, JCP is inspired At JCP we have brands that fit your life and you shoes free shipping because you’re you. I wear jeans everyday. No matter the occasion. Visit a JCP store or go to today! Bring this coupon into your nearest jcp store because you’re you. promo code SHOES at checkout Enjoy free standard Shipping on your entire online order when you purchase any pair of shoes! See details below.* WOMEN’S SHOES and you can get up to 20% off your next purchase* + because you’re you. I am marrying for love, but the gifts don’t hurt either. WAYS TO PERSUADE either. but the gifts don’t hurt I am marrying for love, Store Locations & Events I Gift Card I Shopping Bag I Wish List I Follow JCPenney’s I wear jeans everyday. No matter the occasion. Our campaign will also include E-blasts. We will send out yday. No matter standard ccasion.entire order with any pair of shoes end *Free the oshipping on April 20, 2011 12am Eastern. Valid on catalog and on- E-blasts to customers and jcp credit card holders, offering line orders only. Promo code SHOES required at Checkout. Free Standard Shipping still applies for online order totals of $200 or more, Offers not valid in International orders. Promotions cannot be combined with other offers. Additional fees them savings, and showing new merchandise. E-mail is a great may apply for expedited shipping, multiple shipping destinations and handling as indicated on item product page way to quickly hook a reader and pull them in. And offering coupons gets customers into the store and spending! because you’re you. Our target market spends a huge amount because you’re you. of time online. So we I knew it was possible to couldn’t resist creating ryday. No matter the you’re you. turn heads without spending some theme inspired At JCP we have brands that fit your life and you my whole paycheck. banner and sky scraper style. So no matter who you are, JCP is inspired by you to find the latest fashions that work for you. r life and you ads for our campaign. Visit a JCP store or go to today!CP is inspired + work for you. 16 today! +
  19. 19. OUTDOOR SUBWAY WRAP As our research showed, our current and prospective target market travels frequently on the subway. Our campaign will include full skin wraps designed to show our target market that jcp has stylish, fun and exciting brands! BILLBOARD To take our outdoor advertising to the next level, we needed to think outside of the box. Our campaign would feature billboards that highlight jcp’s style and catch our target market’s eye as they drive by. 17
  20. 20. MEDIA In today’s environment, traditional one-way messages to consumers no longer work. People are now in control, are individually addressable, and are choos- ing experiences based upon what really matters and adds value to their lives*. In order for us to capture our target market, we must fully engage them in all touch points that occur. We broke down our segments of media to accompany the campaign cycle. After evaluation of our research, we designed a fit that was best for our audience. We correlated our media strategy with the thought process of our consumers, using an effective approach market strategy. The strategy is a high involvement one that reflects the attitudes of “feel – learn –do.” Our media strategy will not only capture the attention of our target market, but will expand the jcpenney audience. LAUNCH GROWTH DEVELOP LASTING • Introduction of the • Our target market is • This part of the cam- • Includes out-of-home campaign participating in the paign reinforces value executions that • All traditional team aspect of the to the brand and the include fashion shows, executions, print, campaign campaign direct mail executions outdoor, & digital • Includes promotion, • Executions are made and anything that is • Our target market is call-to-action incentives to highlight a different designed to make the participating in the for our audience aspect of jcpenney- a brand shine “feel” aspect of the • It’s anything that allows more humanitarian campaign. Our audi- us to connect with side. ence will have an emo- our target market at a • Our public aware- tional response to the deeper level by means ness campaign would new positioning of of interaction launch during this jcpenney • This would prompt period an attitude change of jcpenney FREQUENCY & REACH SPOT MARKETS We are reaching 90% of our target market. A pulsing schedule would best fit our We chose the top 75 spot markets, which total 78% of our tar- audience, as we want to stay constant in the minds of jcpenney women. Starting in get market. We will focus on the key markets of Austin, Salt Lake February with a frequency of six, we will then drop to a frequency of four in March City, Dallas, Los Angeles, and Houston, which make up 10% of the and three in April. We will start the cycle back up again in May with a frequency of top HH’s, along with our highest index markets.* five and continue down in the same fashion. jcpenney media will peak during key points in the year such as the season change in May, back to school in August, and • Austin, TX holiday time in November and December. We will be advertising 11 months out • Salt Lake City, UT of the year—January will be the only month that we will be omitting due to the • Jonesboro, AR • Hanford-Corcoran, CA18 traditionally low shopping visits our target market does during that time. • Fairbanks, AK *Leo Burnett *Market Finder, 2011
  21. 21. LAUNCH PRINT We will launch with full-color spreads February, 2012. Introducing our campaign with spreads instead of single page ads will generate buzz and have a larger impact on our target market. For the rest of the year, we will fall back to single page ads. Our print ads will be featured in magazines, such as People, Better Homes and Garden,Woman’s Day, Cosmopolitan and US Weekly. * TELEVISION Media We will launch our campaign during the Academy Awards. This results in a high frequency of six, on average, during February. Additional high points of frequency will also be in May, August, November, and December. We will continue to run our commercials on top networks our target market watches. These networks include Lifetime, ABC, HGTV,TLC and E!. Shows will include What Not To Wear,The Stagers, Dinner Impossible, Project Runway and Americas Next Top Model. RADIO We will run 30-second radio spots in the top radio markets. Higher frequencies will be played on country stations, as country music is one of the top music genres among our target market. 30-second radio spots will also be cost effective since we can focus on one of the myriad of products featured in jcpenney within the short spot, rather than trying to cram numerous different products in longer 60-second commercials. We will also be able to increase repetition and impressions.GROWTH PROMOTIONSjcpenney will sponsor and partner with the top rated shows and places of interest among our target market, generating product placement andimproving the brand image for jcpenney.* MEDIAWhy? Having product placement integrated into these shows and places will give our target a different way to connect with jcpenney. This allowsthe brand to have multiple touch points in our consumers’ lives, besides just what they see on commercials. Overall, it continues to give jcpenney ahigher brand image in the consumer’s mind.With Whom? We will sponsor and partner with a combination of the top rated shows along with other places of interest for our target, based onSimmons research. SHOWS SWOHS PLACES OF INTEREST TSERETNI FO SECALP The Academy Awards Amusement parks What Not to Wear Movie theatres The Stagers Gyms and Community Centers Dinner Impossible 19 *More about our suggested sponsorships and partnerships is explained in the Recommendations section of the book. *Simmons, 2009
  22. 22. DEVELOPMENT Ex: Five casual clothing essentials needed in every wardrobe: denim (all types), shorts, T-shirts, cotton skirts, dresses and sneakers. TRAIN/SUBWAY According to Simmons, our target market uses public transportation on a daily basis (index of 168). SelectedWEBSITE TAKEOVERSWith Internet use and online shopping increasing AWARENESS CAMPAIGN subways and trains that pass by jcpenney locations, such as the jcpenney in Manhattan Mall, will be used.every day, we believe it’s necessary for jcpenney to We will employ a combination of executions such asreach women while they are browsing online. We are Media will work hand in hand with Public Relations wraps, tunnel ads, and interactive billboards.sponsoring sites most visited by our target market to introduce multiple awareness campaigns sup- porting charities, such as the Boys and Girls Clubsuch as, and We will also sponsor blogs such as the of America. Research shows our target market and We appreciates companies who give back to charities. Billboards will be placed in places with high volumes ofwill use a combination of banner ads, sky scrapers, We will also work with additional charities that ap- car traffic. Locations include Atlanta, Boston, Chicago,and interactive rich media. We will promote new ex- peal to our target market, like animal shelters and Dallas, Fort Worth, Houston, LA, NY, Philadelphia, Sanclusive brands and merchandise and direct our target women’s health organizations. (See more sugges- Francisco and Washington D.C. Together these marketsmarket to tions in our awareness campaign for PR) make up 29.6 percent of all households.HULUjcpenney will takeover and sponsor top rated shows LASTING IMPRESSIONSon Hulu. Our target market uses Hulu because of itsconvenience since content is available to access fromlaptops, mobile phones, etc. Nielson reports also BUS SHELTER TAKEOVERSfound that women 25-34 are streaming more enter-tainment-based content than anything else (76% of all Bus shelter takeovers allow the target market tostreams) and Hulu is one of their top chosen sites. interact with the campaign and the brand. Simmons has reported that our target market uses publicGOOGLE transportation often. They also reported an index of 121 for women 25-34 who pay a lot of attentionWe are putting jcpenney as the forefront of certain to advertisements on bus shelters. We will use buskeywords such as “shoes,” “dress,” “kitchen decor,” and shelters both in the city and suburban areas.“home decor.” Instead of using generic descriptionsof the site, we are going to replace them with varioustips on improving fashion styles and improving healthand wellness.20 22
  23. 23. MONTHS Feb March April May June July August Sept. Oct. Nov. Dec. Jan. Gross Rating Cost Points MediaPRINT 924. 12,552,300MagazineTELEVISION 1706. 26,830,000:30 sec. spotsAcademy award sponsorshipWhat Not to Wear sponsorshipThe Stagers sponsorshipDinner Impossible sponsorshipRADIO 222. 669,400:30 sec. spotONLINE 1294. 30,603,100homepage takeoverHulu show takeoverAdwordsTargeted SitesOOH 11142. 25,598,900BillboardsBus SheltersTransit WrapsIn-TheaterAmusement ParksPUBLIC RELATIONS 15. n/a FacebookTwitter #becauseyoureyouFoursquareTweet for a Treat“You” Campaign JCP: You & CharitiesDIRECT MAIL 3. 343, 800HangersCoupons Total GRPs: 13. 643 Total Cost: $99,597,500 21
  24. 24. PUBLIC RELATIONSAlong with our creative executions, we recognize a need for public relations in order to generate more awareness among our target market. To betterreach our target market we will use press releases, organize charity-related special events, and utilize social media. INITIATIVES Create Develop and formulate a public service campaign through social media Change networks like Facebook, Twitter, and YouTube Bring Gather awareness for the new campaign targeted to our audience Awareness through special events in conjunction with charities like the Boys & Girls Club Constant Communication Maintain contact with the target market through constant updates on mobile devices as well as television PRESS RELEASE Our Press Releases will contain information about charity events and contests that consumers can participate in. We will also design press releases stating jcpenney’s goal to drive a culture that advocates conservation. For example, we will create a press release discussing jcpenney’s goal to reduce facility energy consumption by 20 percent per gross square foot by 2015, in order to give consumers a good brand image of jcpenney. For the because you’re you campaign, we will send out press releases and direct mail. For any updates and news, we plan to formulate press releases to send out information to the target market and media. Direct mail will be used to send out tangible information for the target market to keep.22
  25. 25. SOCIAL MEDIA PUBLIC RELATIONSSocial media will be used to effectively reach our target market in places where much of their time is spent. According to the case study, 45percent use social media at least once a day.FACEBOOK27 percent of the Facebook population is 25-34 years old, and is an effective medium to reach our target market. Using Facebook, wewill continue making personal and individual connections. We will: Create national awareness of our new campaign Keep track and take advantage of the statistics for how many people “like” our page and post comments on the wall, pictures, or links Promote upcoming special events Promote and organize contests for jcpenney consumersTWITTERThrough Twitter, we hope to capture the attention of our jcpenney followers. Current followers of @jcpYou will be informed ofspecial contests as they check our Twitter newsfeed. Followers will have the opportunity to win prizes by tweeting @jcpYou andplacing the hash tag #BecauseYoureYou in the tweet. The Twitter username will be @jcpYou and the official campaign hash tag will be #BecauseYoureYou We will take advantage of Twitter’s @ replies and create contests and sweepstakes for the followers Our “Tweet-4-A-Treat” campaign will engage the target market using a QR code and tweeting their findings for them to compete for the lowest prices for particular items found in subways.YOUTUBE The official jcpenney YouTube channel will feature all commercials from our campaign, and be used to promote our special events. We will also be able to upload videos that our consumers send to us showing them using and wearing jcpenney products. FOURSQUARE Another way for consumers to interact with jcpenney stores is through the mobile application, Foursquare. We will create an original jcp badge so our followers can earn point and coupons as they “check-in” at jcpenney stores. This will give the target market an incentive to further engage in the campaign. 23
  26. 26. CONTESTS & PROMOTIONS BUS SHELTER PROMOTIONS SNOITOMORP RETLEHS SUB SWEEPSTAKES SEKATSPEEWS What’s your favorite fashion quirk? 2 Do you love to wear spring color in winter? Is your jcpenney tweet for a treat is a favorite outfit a comfy T-shirt and jeans? Did you buy promotion through the use of your favorite sweater in six different colors? jcp wants Twitter in which consumers take to know what quirky fashion habits you have! snapshots of QR codes embed- ded within subway posters that If we love it, you’ll get $1000 dollars to spend on an are placed in high exposure ar- amazing personal shopping spree. Shop with fashion eas. The unique thing about the 1 guru, Stacy London, from the hit show What Not to interactive posters, is they will Wear and find your perfect summer wardrobe for you feature a marquee that displays and a friend. Share your fashion quirks with us! the current price of the item 3 displayed. The way the “tweet 4 4 PRIZES per household a treat” works is as follows: • Limit one entry 1 Consumers see various subway displays and notice the QR code on the display as well as the interactive • Must be permanent resident of U.S. or U.S. citizen marquee. They are to take a picture of the code with their smartphone. • No purchase necessary 2 The QR code will bring them to a portal in which selected pieces of clothing will be displayed with a • 10 grand prizewinners • 50 1st place winners receive a $200 gift card to jcpen- “tweet” button underneath as well as a tweet counter. ney and T-shirt from What Not to Wear 3 The idea is that the more tweets one piece of clothing gets, the price will continue to drop a selected • 200 2nd place winners receive a $50 gift card to jcpen- amount. ney and T-shirt from What Not to Wear 4 Tweets will automatically be filled after a user is brought to Twitter containing the hashtag of the various • 300 3rd place winners receive a free purse from jcpen- pieces of clothing.24 ney and T-shirt from What Not to Wear
  27. 27. CHARITIES & CAMPAIGNS jcp: YOU & CHARITIES In order to further immerse the target market in our campaign, weBased on James Cash Penney’s belief in doing what is right and just, will host events that are associated with charities that jcp supports. Mediajcpenney has stayed true to its Golden Rule beginnings and raises money Our target market has also been called “The Giving Generation” be-for charities such as the after school programs. We want to help jcpenney cause they expect companies to give back and do more business within its goal to be a leading corporate citizen in youth development and those who partner with organizations. Therefore, we will continue tocommunity involvement by continuing to work with after school pro- work with the Boys & Girls Club along with other charities to attractgrams and FIRST. We will integrate our campaign into events that benefit women of the target market. These events will give the women of ourthese charities as well as others that the target has a soft spot for, such as target market a better understanding and opportunity to take part inanimal shelters and women’s rights. These events will take place through- “because you’re you.”out the year, highlighting different charities. YOU-AWARENESS CAMPAIGN Signs and posters will be displayed in all jcpenney stores with ads support- ing our campaign and message: “Because You’re You”. Women of the target audience will be educated and informed about jcpenney’s new image and how they can fit in with it. This campaign, from May to September, will emphasize the importance of the customer and how jcpenney solves their fashion, home, and lifestyle needs. They will also be shown how they can contribute and give back to the society, and to jcpenney charities in par-New York City: The impromptu fashion show will take place at the jcpenney store in Manhattan, NY. Live tweeting through @jcpYou will simultaneously provide updates, photos, and events going on at the show. Facebookstatus will also change with updates from the fashion show containing all the brand names that are showcased. Any proceeds made from donations will go to one of the jcpenney charities. 25
  28. 28. RECOMMENDATIONSIN-STORE RECOMMENDATIONS STORE LAYOUT Our target market wants to get in, find what they are looking for and get out. They don’t have hours to spend searching for clothes; they have families, work and busy lives. This is why store layout is so important. We believe jcpenney would benefit from creating a logical and consistent layout for each of their hundreds of stores across the U.S. Each store would not have to be completely the same but would have departments that complement each other, such as woman’s apparel and lingerie, placed close to each other to help move customers through the entire store. We also suggest making sure there is plenty of room for aisles and that displays are evenly spaced within the store. A relaxed shopper is a happy shopper, and happy shoppers spend more. Sephora is a great addition to the jcpenney stores and will benefit the in-store traffic. As jcpenney continues to expand their relationship with Sephora and build more inside their stores, our idea is to place the new Sephoras towards the middle of jcpenneys, forcing customers to walk through the store and pass all the great products on their way. Even in stores with multiple entrances, this positioning will maximize the amount of products the customer passes. We believe that there will be customers who go into jcpenney specifically for Sephora and we think it has the po- tential to become #1 on the highest cross-shopped list, since Sephora itself has such a loyal following of younger, fashion-conscious women.26
  29. 29. JCP PROFILE One idea was to have customers create a jcp profile on the kiosks and on any jcp site. With the RECOMMENDATIONSfindmorejcp interactive kiosk profile, they could create an “avatar” designed after their body measurements so they could digitally try on jcpenney merchandise. Through the profile they can also create a wish list, find where those items are located in the store, and get the styles they love even faster. Consumers can also gain points, interact with other customers, blog, Facebook and Twitter right from their jcp profile. With this addition, customers will feel more connected to jcp as a brand. Customers will also be able to access their profile through Facebook, and the jcp App. One of our biggest ideas was to design interactive IN-STORE QR CODES QR codes are all the rage with 20 percent of our kiosks customers could use within the store. And in target market and are a great idea to incorporate into the February, jcpenney did just jcpenney stores. With QR codes, customers can scan them that with findmore kiosks. from their phones to view videos, style guides, celebrity spot- The findmore kiosk is a tings on People Style Watch signs, coupons and much more. QR great addition to the jcpen- codes can also be placed on in-store displays for customers to ney shopping experience, get more information on products or to get make-up tips from but we have a few other Sephora artists and hair tips from the jcpenney Salon. suggestions, explained at the top of the page, to take this idea even further. LOUNGE AROUND Although most of our recommendations are made to cater to our target market of women, we also wanted to consider the men who are jcpenney customers. Based on our research, we found that the big- gest thing men desired when going shopping with their wives, girlfriends, or daughters was a rest spot. This would be a small area placed near the women’s apparel so while the women are trying on their outfits, there would be somewhere for the guys to put up their feet and take a break. This lounge type area would include a comfortable couch and arm chairs, along with a table and WiFi hotspot, where men could pull out their phones and check the scores of the games. This could also be a place where our customers who are busy mothers can take a breather as their kids try on clothes. 29
  30. 30. DIGITAL RECOMMENDATIONS Find a store Services Login in Account Women Home Shoes Accesories Teen Kids Baby Men jcpenney is the leader in digital innovation. But our research told us cus- tomers believe there is little connection between jcpenney stores, and jcpenney’s digital platforms. So our goal is to integrate the online store, mobile apps, the in-store experience, etc... jcpenney Find your style habits with Stacey London. We highly recommend jcpenney revise their current online With the jcp app, customers will be able to log into their jcp profile, JCP Mobile Applications store. Currently does not match the jcpenney brand access their “avatar”, preview special offers and enter contests and personality. jcpenney is modern, trendy and stylish and sweepstakes. Customers will also be able to send their favorite jcpenney should be just another extension of the jcpenney brand. So we merchandise to their friends. The jcp app will also act as a QR code reader, suggest a few things that can take to the next level: allowing customers to scan the QR code with their app. • Relaunch with a new design that fits with the jcpenney brand personality and integrates the “because you’re you” campaign theme • Create and implement a new navigation system for jcp. com • Link jcpenney’s social media platforms directly to and visa versa • Allow customers to access their jcp profile accounts and use it as a tool to find styles based on previous purchases • Allow customers to post reviews and comments on pur- chased products and merchandise27
  31. 31. SPONSORSHIPS & PARTNERSHIPSACADEMY AWARDS – Continuing jcpenney’s partnership with the Oscars will not only mark the launch of the campaign but also preserve thetradition jcpenney has done for many years. Our research with Simmons proves that our target market continually watches this award show more than anyother award show. During the show, we will also conduct contests where viewers can vote for their favorite outfits seen on the red carpet with chances towin jcpenney gift cards along with other chosen prizes. This will associate the jcpenney brand with fashion and glamour and get the target market to interact.WHAT NOT TO WEAR – We will sponsor a special portion of the show since it is one of the highest rated with our target market. The show re-volves around improving the fashion sense of average women by giving them money to get new clothes and great style tips to use in everyday life. On theshow, stylists Clinton Kelly and Stacy London will take the lucky contestant to jcpenney as one of the stores they shop at during the show. This will aid inchanging our target market’s misconceptions of jcpenney by proving that jcpenney provides high quality, stylish apparel.THE STAGERS – This is a show that highlights the lives of professional home stagers who get houses ready to be showrooms. Oursponsorship with this show will incorporate jcpenney furniture and other jcpenney home products that modernize any dull or drab home chosen for theshow. Likewise, professional stagers can provide details and tips about improving home décor using key items in the jcpenney home collections.DINNER IMPOSSIBLE – This is another top rated show that our audience loves to watch.* This high-energy show captivates our market, and we willtherefore be able to showcase jcpenney kitchen products as a result. During their challenges on the show, we will implement the use of the jcpenney prod-ucts to showcase their practicality and durability.AMUSEMENT PARKS – An overwhelming number of our target market visits theme parks on a regular basis, whether they have kids or not.* Thereare even specific resorts they frequently go to, such as Busch Gardens and Disney parks, which we could use to better target them. We would reach thesewomen by sponsoring locker areas in the parks or even designing a “jcp Freshen-Up Station” where they could visit to fix their hair, change their baby, or justsit on one of the jcpenney couches for a minute.CINEMA ADVERTISING – We want to partner with theaters and show in-theater ads before movies. National Cinemedia reports that most peopleare in theaters at least 15 minutes prior to the start of the movie. Many women in our target market are heavy movie watchers. According to Simmons, thetop rated genres of movies for our target market are horror, romantic comedies and family. Our target market goes to the movies as much as six times permonth, which is why we will be advertising in cinemas.*GO RED FOR WOMEN – One of the most participative activities for our target audience, according to Simmons, is working out and going to the gym.Therefore, we will partner with the American Heart Association in the fight against heart disease. Selected gyms and community centers will have theirequipment covered in red, along with the jcp logo, to help promote healthy living. *Simmons, 2001 28
  32. 32. BUDGETINTRODUCTION $40,000 February: $14,069,231 $40,000GROWTH March: 8,909,841 $61,000 April: 7,728,169 May: 10,957,732 $343,800 June: 8,284,156 BUDGET & MOS July: 4,550,515 $608,400MATURITY $957,100 August: 11,072,347 September: 9,148,196 $12,552,300 October: 4,418,223 $25,872,900LASTING IMPRESSION November: 11,005,387 December: 9,453,664 $28,598,900TOTAL $30,603,100 99,597,461MEASURES OF SUCCESSQR Codes - when, where QR codes are scanned, analytics Impressions per medium - Measurable impressions based on fre-Contest Submissions - number of submissions quencyIncreased traffic on website/sales - Sales and visits per day Customer Reviews - Reviews on product, service, etcPre and Post campaign focus groups - campaign effectiveness Surveys - Customer surveys on products, service, store layoutApp Downloads - downloads per day, who downloaded Social Media - Facebook friends, likes, tweets per day, following jcpJCP Profile Creations - per day, per influencing sales Banner ads - online click through rate, per purchaseDirect Mail - coupons returned to store, sales from coupons E-blasts - Click through rate, purchases from coupons Fashion Show - Attendees, charity donations, jcp press 30
  33. 33. CONCLUSION Our campaign was not to make jcpenney into something that it’s THE PEOPLE WHO not. In no way did we want to change the brand identity of jcpenney. Instead we embraced jcpenney’s image and created a campaign that personally resonated with our target market. Our because you’re you campaign speaks to our target market on an emotional and personal level. We prove to these women that jcpen- ney understands who they are as people and therefore understands MADE IT POSSIBLE their needs as consumers. We show how the merchandise that jcpen- ney carries are based on these needs, so these women feel as though ACCOUNT MANAGER the products were made for them. Lastly, we express how jcpenney believes in individuality and helps these women feel confident with Amanda Geannacopulos who they are, no matter how quirky they may be. The end result is CREATIVE DIRECTOR showing our target market that jcpenney is inspired by who they are Katherine Hyde and what they do, and has jcpenney telling these women, “We offer these products for you, because you’re you”. ART DIRECTORS Nicole Cimmarusti Our campaign accomplishes all of our goals to change the misconceptions our target market has of jcpenney, while Max Gustofson simultaneously giving jcpenney a distinct and modern personality. By COPYWRITERS promoting the exclusive brands jcpenney offers, our campaign posi- tions jcpenney at a higher level of retail and will not only reach pro- Georgia McMillan spective jcpenney customers, but customers of other department Nicole Rossi stores, like Macy’s. MEDIA Our refined marketing and messaging will improve jcpenney’s image in Isidora Torres the minds of their consumers and will bring them one step closer to Alex White being America’s favorite retail destination. PUBLIC RELATIONS Justin Lacap ADVISOR31 Timothy Hendrick