Our teams 2011 JCPenney National Integrated Brand Communications Plan.

1. STYLISH
America’s Shopping Destination CREATIVE
QUIRKY FITS YOUR LIFE
INDIVIDUALITY
HABITS
BRANDS
FITS YOUR STYLE
QUALITY
because you’re you.

3. 1 EXECUTIVE SUMMARY
2 SITUATION ANALYSIS
4 RESEARCH
10 CREATIVE
18 MEDIA
22 PUBLIC RELATIONS
26 RECOMMENDATIONS
30 BUDGET & MOS
31 CONCLUSION

5. EXECUTIVE SUMMARY
YRAMMUS 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and see jcpenney as “boring, outdated and low quality.”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

6. 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

7. 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 ANALYSIS
There are three companies that continue to attract our target market. jcpenney will need to find a way
to stand out from these top department store competitors.*
The Nostalgic, Classic Brand A Newer Value Player An Original, Innovative Retailer
STRENGTHS
SHTGNERTS
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”
WEAKNESSES
SESSENKAEW
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.
*Datamonitor.com, 2010
3

8. RESEARCH
THE CHALLENGE
Develop 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 OBJECTIVES
1. 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 marketplace
4

9. CUSTOMER PERCEPTIONS
We needed to find out exactly what consumers think about the jcpenney brand as a whole.
WHAT WE FOUND
Women 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 products
with 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.”
UNCOMFORTABLE
Most of our target market’s perceptions towards jcpenney are negative. However our research also showed many of these women hadn’t
actually been to a jcpenney store in years. This could only mean that our target market has misconceptions about jcpenney, that are not
based 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

10. 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

11. 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 THEMSELVES
Kids & Cul-de-Sacs (18): Family Life, Suburban White Picket Fence (34): Family Life, Second City New Beginnings (44): Younger Years, Suburban
Suburban Pioneers (52): Family Life, Suburban Blue-Chip Blues (36): Family Life, Suburban City Startups (47): Younger Years, Second City
Both middle to upper middle class, some with Both are middle class, with kids, home owners or Mobility Blues (53): Younger Years, Second City
kids, 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 independent
careers. and finding their place in life.
7

12. RESEARCH
PSYCHOGRAPHICS
Our target market’s goals and aspirations are very important because these will ultimately shape their shopping
habits. The mindsets of these women are similar, with a few common goals they desire to accomplish in the near
future.
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

13. RESULTS
WHAT 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 destinations
NEXT 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

14. 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

15. THE BIG IDEA
AEDI GIB EHT
We began thinking about these women. Who they are and
what’s important to them. We started to think about the little
HOW TO ACHIEVE THIS
things these women do, the things that make these women We needed to use strong media and communication
unique. 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 still
It’s the way their favorite pair of heels makes them feel like consistent with our theme!
CREATIVE
they’re on the runway or how they never let a little rain ruin
their 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 matter
It’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 need
to not only show these women that jcp has amazing brands We began writing headlines and finding images that
and styles, but also connect with them on a personal and would grab our target market, but would still clearly
individual level. depict the jcp brand as a whole and stay true to the jcp
message. Within out layout design, we needed to show
because 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

16. 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 jcp.com today!
store today.
visit a JCP store near you today!
12
+

17. 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 our
VO: MUSIC CONT.
At jcp, your quirks and target market think about the jcp experience as a whole. Each spot
habits inspire us. Which VO DURING CLIP would feature similar styles and color bars to cohesively integrate the
is why we offer great theme with the brand.
brands like MNG by FULL LENGTH
mango, Liz Claiborne, BACK VIEW OF
American Living and WMN WALKING
more. jcp fits your life DOWN THE STREET
and your style no mat- WITH HER FRIEND.
ter who you are. jcp,
because you’re you.
13

18. 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

19. 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

20. 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 jcp.com 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
occasion.
se
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 jcp.com today!
CP is inspired +
work for you.
16
p.com today!
+

21. 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

22. 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, CA
18 traditionally low shopping visits our target market does during that time.
• Fairbanks, AK
*Leo Burnett
*Market Finder, 2011

23. 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
PROMOTIONS
jcpenney will sponsor and partner with the top rated shows and places of interest among our target market, generating product placement and
improving the brand image for jcpenney.*
MEDIA
Why? Having product placement integrated into these shows and places will give our target a different way to connect with jcpenney. This allows
the brand to have multiple touch points in our consumers’ lives, besides just what they see on commercials. Overall, it continues to give jcpenney a
higher 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 on
Simmons 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

24. 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). Selected
WEBSITE TAKEOVERS
With 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 as
reach 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 Club
such as Polyvore.com, pricegrabber.com and friend-
ster.com. We will also sponsor blogs such as the of America. Research shows our target market BILLBOARDS
budgetfashonista.com and thebudgetbabe.com. We appreciates companies who give back to charities. Billboards will be placed in places with high volumes of
will 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, San
clusive brands and merchandise and direct our target women’s health organizations. (See more sugges- Francisco and Washington D.C. Together these markets
market to jcp.com. tions in our awareness campaign for PR) make up 29.6 percent of all households.
HULU
jcpenney will takeover and sponsor top rated shows LASTING IMPRESSIONS
on Hulu. Our target market uses Hulu because of its
convenience since content is available to access from
laptops, mobile phones, etc. Nielson reports also BUS SHELTER TAKEOVERS
found that women 25-34 are streaming more enter-
tainment-based content than anything else (76% of all
Bus shelter takeovers allow the target market to
streams) and Hulu is one of their top chosen sites.
interact with the campaign and the brand. Simmons
has reported that our target market uses public
GOOGLE transportation often. They also reported an index
of 121 for women 25-34 who pay a lot of attention
We are putting jcpenney as the forefront of certain
to advertisements on bus shelters. We will use bus
keywords such as “shoes,” “dress,” “kitchen decor,” and
shelters both in the city and suburban areas.
“home decor.” Instead of using generic descriptions
of the site, we are going to replace them with various
tips on improving fashion styles and improving health
and wellness.
20
22

25. MONTHS Feb March April May June July August Sept. Oct. Nov. Dec. Jan. Gross
Rating Cost
Points
Media
PRINT 924. 12,552,300
Magazine
TELEVISION 1706. 26,830,000
:30 sec. spots
Academy award sponsorship
What Not to Wear sponsorship
The Stagers sponsorship
Dinner Impossible sponsorship
RADIO 222. 669,400
:30 sec. spot
ONLINE 1294. 30,603,100
homepage takeover
Hulu show takeover
Adwords
Targeted Sites
OOH 11142. 25,598,900
Billboards
Bus Shelters
Transit Wraps
In-Theater
Amusement Parks
PUBLIC RELATIONS 15. n/a
Facebook
Twitter #becauseyoureyou
Foursquare
Tweet for a Treat
“You” Campaign
JCP: You & Charities
DIRECT MAIL 3. 343, 800
Hangers
Coupons
Total GRPs: 13. 643
Total Cost: $99,597,500
21

26. PUBLIC RELATIONS
Along with our creative executions, we recognize a need for public relations in order to generate more awareness among our target market. To better
reach 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

27. SOCIAL MEDIA
PUBLIC RELATIONS
Social media will be used to effectively reach our target market in places where much of their time is spent. According to the case study, 45
percent use social media at least once a day.
FACEBOOK
27 percent of the Facebook population is 25-34 years old, and is an effective medium to reach our target market. Using Facebook, we
will 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 consumers
TWITTER
Through Twitter, we hope to capture the attention of our jcpenney followers. Current followers of @jcpYou will be informed of
special contests as they check our Twitter newsfeed. Followers will have the opportunity to win prizes by tweeting @jcpYou and
placing 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

28. 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

29. CHARITIES & CAMPAIGNS
jcp: YOU & CHARITIES In order to further immerse the target market in our campaign, we
Based on James Cash Penney’s belief in doing what is right and just, will host events that are associated with charities that jcp supports.
Media
jcpenney 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 with
in its goal to be a leading corporate citizen in youth development and those who partner with organizations. Therefore, we will continue to
community involvement by continuing to work with after school pro- work with the Boys & Girls Club along with other charities to attract
grams and FIRST. We will integrate our campaign into events that benefit women of the target market. These events will give the women of our
these 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 in
animal 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. Facebook
status 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

30. RECOMMENDATIONS
IN-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

31. JCP PROFILE
One idea was to have customers create a jcp profile on the kiosks and on any jcp site. With the
RECOMMENDATIONS
findmore
jcp 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, jcp.com 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

32. 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, jcp.com
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 jcp.com does not match the jcpenney brand access their “avatar”, preview special offers and enter contests and
personality. jcpenney is modern, trendy and stylish and jcp.com 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 jcp.com to the next level: allowing customers to scan the QR code with their app.
• Relaunch jcp.com 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 jcp.com
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 merchandise
27

33. SPONSORSHIPS & PARTNERSHIPS
ACADEMY AWARDS – Continuing jcpenney’s partnership with the Oscars will not only mark the launch of the campaign but also preserve the
tradition jcpenney has done for many years. Our research with Simmons proves that our target market continually watches this award show more than any
other 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 to
win 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 the
show, 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 in
changing 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. Our
sponsorship with this show will incorporate jcpenney furniture and other jcpenney home products that modernize any dull or drab home chosen for the
show. 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 will
therefore 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.* There
are 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 these
women 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 just
sit 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 people
are 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, the
top 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 per
month, 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 their
equipment covered in red, along with the jcp logo, to help promote healthy living.
*Simmons, 2001
28

35. BUDGET
INTRODUCTION $40,000
February: $14,069,231
$40,000
GROWTH
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 $608,400
MATURITY $957,100
August: 11,072,347
September: 9,148,196 $12,552,300
October: 4,418,223
$25,872,900
LASTING IMPRESSION
November: 11,005,387
December: 9,453,664 $28,598,900
TOTAL $30,603,100
99,597,461
MEASURES OF SUCCESS
QR Codes - when, where QR codes are scanned, analytics Impressions per medium - Measurable impressions based on fre-
Contest Submissions - number of submissions quency
Increased traffic on website/sales - Sales and visits per day Customer Reviews - Reviews on product, service, etc
Pre and Post campaign focus groups - campaign effectiveness Surveys - Customer surveys on products, service, store layout
App Downloads - downloads per day, who downloaded Social Media - Facebook friends, likes, tweets per day, following jcp
JCP Profile Creations - per day, per influencing sales Banner ads - online click through rate, per purchase
Direct Mail - coupons returned to store, sales from coupons E-blasts - Click through rate, purchases from coupons
Fashion Show - Attendees, charity donations, jcp press
30

36. 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
ADVISOR
31 Timothy Hendrick