1. 1
J C P E N N E Y / L I F E K H A K I
M A R K E T I N G R E V I E W

2. 2
M a r k e t l i s t
9 of 11 markets are in the Top 20 DMAs
11 markets will reach over 30 million households
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MARKET
Minneapolis
Philadelphia
Chicago
Milwaukee
Boston
San Francisco/Oak/SJ
Dallas/Ft. Worth
Seattle
Tucson
Orlando
Miami

3. Number of Doors
• 348 Stores – Straight Trouser, Relaxed Straight Chino
In-Store
• Double Nested Table on Aisle - Table Shrouds, LK Branding Logo, (2) 14 x 18 Images
Sports Radio
• Boston: October
• Chicago: October
• DFW: October – December
• Miami – November
• Minneapolis – October
• Orlando – October, December
• Seattle – October, December
• Tucson, October – November
Billboards –
• Boston, Charlotte, Chicago, Dallas, Miami, Philly Seattle, Tucson - Mid October - December
Web – Life Khaki Landing Page on JCPenney.com
Advertising
• Week 37 and 39 - ESPN Radio and Digital Banners
• Direct Mail Catalog - Matters of Style
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O U T D O O R

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R A D I O

13. R a d i o – L i v e r e a d s , r e m o t e s & d r e s s
t h e d J
• Partner with strong stations in
major markets with high
coverage of our LK target, such as
Sports and News.
• Select DJ personalities popular
with the LK target and well
connected in the local
community
• On-air approach is likeable,
sincere and believable when
talking about the LK product
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14. B o s t o n
Radio
• Station: WBZ-FM / 98.5 The Sports Hub
• Timing: October
• Sports Guy: Damon Amendolora / Weeknights 7pm-12am
• Elements:
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- :60 second live/recorded endorsements - Online commercial streaming
- Web banner - 2-hour Hideout appearance including promo spots/call-ins
- MNF Show live broadcast sponsorships - Patriots Sports Hub programming sponsorships
- Web takeovers
S P O R T S G U Y DAMON AMENDOLORA

15. C h i c a g o
Radio
• Station: WMVP-AM / ESPN 1000
• Timing: October
• Sports Guy: Marc Silverman / Weekdays 9am-1pm
• Elements:
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- :60 second live/recorded endorsements - “You Got a Guy” fantasy football sponsorship every Friday
- Web banner - Prime weekday :10 second program sponsorships
- Online commercial streaming - 2-hour Hideout appearance including promo spots/call-ins
- Sports Update daily :05 second sponsorship
S P O R T S G U Y MARC SILVERMAN

16. D a l l a s
Radio
• Station: KTCK-AM / The Ticket 1310
• Timing: October-December
• Sports Guys: Mike Rhyner & Corby Davidson / Weekdays 3pm-7pm
• Elements:
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- :60 second live/recorded endorsements - Prime weekday :05 program sponsorships
- Web banner - 2-hour Hideout appearance including promo spots/call-ins
- Online commercial streaming - Email blasts
S P O R T S G U Y MIKE RHYNER & CORBY DAVIDSON

17. M i a m i
Radio
• Station: WAXY-FM / 790 The Ticket
• Timing: October-November
• Sports Guy: Jorge Sedano / Weekdays 6am-10am
• Elements:
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- :60 second live/recorded endorsements - Online commercial streaming
- Web banner - Sports Flash Update sponsorships
- Text campaign - 2-hour Hideout appearance including promo spots/call-ins
S P O R T S G U Y JORGE SEDANO

18. S e a t t l e
Radio
• Station: KJR-AM Sports Radio 950
• Timing: October & December
• Sports Guy: Dave “Softy” Mahler / Weekdays 10am-1pm
• Elements:
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- :60 second live/recorded endorsements - Sports Update :05 second daily sponsorships
- Web banners - 15 bonus spots
- Online commercial streaming - 2-hour Hideout appearance including promo spots/call-ins
S P O R T S G U Y DAVE “SOFTY” MAHLER

19. M i n n e a p o l i s
Radio
• Station: KFAN-AM / The Fan 1130
• Timing: October
• Sports Guy: Justin Gaard / Weekdays 3pm-630pm
• Elements:
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- :60 second live/recorded endorsements - Online commercial streaming
- Web banner - Sports Update daily :05 second sponsorship
- Justin Gaard Blog - 2-hour Hideout appearance including promo spots/call-ins
- :30 second recorded endorsements-Gopher
Football Post-Game
S P O R T S G U Y JUSTIN GAARD

20. O R L A N D O
Radio
• Station: WHOO-AM/1080 The Team
• Timing: October & December
• Sports Guy: Mike Tuck /Weekdays 3pm-6pm
• Elements:
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- :60 second live/recorded endorsements - Online commercial streaming
- Web banners - Daily social media updates: Twitter, Facebook
- Weekly video blog - 2-hour Hideout appearance including promo spots/call-ins
S P O R T S G U Y MIKE TUCK

21. T u c s o n
Radio
• Station: KCUB-AM /The Score 1290
• Timing: October-November
• Sports Guy: Kevin Woodman / Weekdays 4pm-6pm
• Elements:
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- :60 second live/recorded endorsements - Online commercial streaming
- Web banner - “In The House” program sponsorships
- 25 bonus spots - 2-hour Hideout appearance including promo spots/call-ins
S P O R T S G U Y KEVIN WOODMAN

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H I D E O U T E V E N T S

23. • The Hideout events will create excitement, allow the target to engage
directly with LK product, have a viral PR effect and will drive retail traffic
directly retail locations
• Held at key mall locations, in more affluent high-traffic areas,
representing a high percentage of sales
• Radio remotes, as well as online (mobile, social) and PR will be leveraged
to generate awareness and buzz
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24. • We’ll leverage relationships with media properties (offline and online) to
create a dynamic, fun atmosphere that will keep our guys engaged and
entertained
• Guys will be able to see the Life Khaki line up close, feel the hand and try
on the pants
• Life Khaki coupons will be distributed to drive immediate sales to retailers
near the Hideout location
• The hideout will appeal to guys key passion points.
– Sports and Fitness
– Technology and Gaming
– Food and Beverage
– Dressing for Any Occasion
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25. Example – Sports
Brand Ambassadors will capture consumers’ information upon entering the space
and introduce them to Life Khaki
Sports will be shown on large screen TV’s and statistic tickers will run along a wall of
the tent giving men up to the date scores, plays and standings.
A quiz style game test consumers’ football knowledge
iPad kiosks ensure guys are able to check in on their Fantasy Football teams.
A fun football challenge or putting green lets guest practice their skill and interact
with a pro
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26. LK Hideouts
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Event Date Market Mall
11/5 Chicago Woodfield Mall
11/12 Miami Aventura Mall
11/12 Orlando The Loop
11/19 Minneapolis Rosedale Mall
11/19 Philadelphia King of Prussia
12/3 San Francisco Stoneridge Mall
12/3 Dallas Stonebriar Mall

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D I G I T A L
O N L I N E A D V E R T I S I N G
B E H A V I O R A L T A R G E T I N G
M O B I L E A D V E R T I S I N G
S O C I A L N E T W O R K S
B L O G P A R T N E R S H I P S

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S U M M A R Y

29. U S E R F L O W
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Event, Offline Advertising, PR,
WOM
Blog Partner Media
Life Khaki Microsite
Physical Retail Location
Haggar Social Media
Property (Facebook,
Twitter, etc.)
Retailer Website
Physical Retail Location
Retailer Social Media
Property (Facebook,
Twitter, etc.)
Haggar Social Media Property
(Facebook, Twitter, etc.)
Physical Retail Location
Life Khaki Microsite
Physical Retail Location
Other Digital/Mobile Media
(including co-branded email)
Life Khaki Microsite
Physical Retail Location
Haggar Social Media
Property (Facebook,
Twitter, etc.)
Retailer Website
Physical Retail Location
Retailer Social Media
Property (Facebook,
Twitter, etc.)
Physical Retail Location