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AAF Final Plans Book JCP
 

AAF Final Plans Book JCP

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This is the final copy of Central Edge Communication's plans book for the 2011 AAF student competition. The campaign is designed for JCP.

This is the final copy of Central Edge Communication's plans book for the 2011 AAF student competition. The campaign is designed for JCP.

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    AAF Final Plans Book JCP AAF Final Plans Book JCP Presentation Transcript

    • @
    • Table of Contents EXECUTIVE SUMMARY page 2 5 READY SET GO page 312 CREATIVE MESSAGE MEDIA page 13 page 183 1
    • ExecutiveSummary 2
    • ReadySet Go…Strengths ThreatsWeaknesses Opportunities 3
    • Market Segments “They may all be alike… but they aren’t all the same”What makes them different What makes them alike: 4
    • Competitive Analysis Brand Functional Emotional Emotional“They want your money and JCP’s” Link 5
    • ResearchPerception = RealityWe carefully:Research Objectives & StrategiesResearch Strategies 6
    • 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
    • What we discoveredPerceptualsObjectives: 8
    • MarketingWhat we need to do…ObjectivesMarketing Opportunities: Strategic Executions 9
    • Marketing 10
    • 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
    • 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
    • Creative Single idea around which campaign communication is based: what you want @ 13
    • Creative Prices that aren’t rough on your wallet. 14
    • Creative Life long dreams come with a price tag. 15
    • Creative 16
    • Mediawhere are you?Media ObjectivesMedia Strategies High Impact States 17
    • MediaTop 25 2nd Cities Omaha Raleigh Miami Atlanta 18
    • MediaWebsites and blogsNON-TRADITIONAL / DIGITAL/ SOCIAL What you wantDigital MediaSocial Media 19
    • MediaMOBILE: “What you want to wear today” weather appWeb SeriesOnline Social Community On-Line Advertising 20
    • Media CalendarTraditional:TV:Spot:Magazines:Out-of- Home:Theatre:Mall:Online:Twitter:Online Mags:Mobile: 21
    • RelationshipOpportunitiesjcp Public Relationsjcp Fashion Advisory Boardjcp Fashion Blog“Style For Life” Fashion Week 22
    • Relationship Opportunities@cquire Card Participantsjcp Best Dressed Budget Fashionista ListAfter School Program Addition – A.C.T. o   o   23
    • Relationship OpportunitiesINTERNAL PUBLIC RELATIONSEmployee YouTube ContestPay-It “For-Red”In-Store experience & Sales PromotionThe In-Store Experience 24
    • Relationship Opportunities @cquire Card 25
    • Smartphone App REGISTRIES Navagation TAG READER VIDEO MY STORE RED ROOM 26
    • Relationship OpportunitiesPARTNERSHIPS / ENDORSEMENTSFashion / Style LinesEntertainment / Celebrity Endorsements / Product Lines 27
    • Relationship OpportunitiesDesign your Future HomePaint The Mall Red: pai m t h e nt all REDRed Room Concierge 28
    • Relationship OpportunitiesINTERACTIVE MANNEQUINSSmart Tags 29
    • CampaignBudgetOnline 30
    • CampaignMetricsIMAGE METRICSIMPACT METRICS 31
    • The TeamExecutive Board Team Members Special ThanksAdvisors 32