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JC Penney digital strategy targets women with lifestyle content
- 1. JC PENNEY DIGITAL STRATEGY
- 2. LOOK YOUR BEST. FEEL YOUR BEST. WITH YOUR WALLET CARING LESS.
- 3. TARGET MARKET PHOTO OF STAFF OR WORKPLACE (876X 272H) AGE: 30-65 GENDER: Female EMPLOYMENT: Employed or Unemployed MARITAL STATUS: Both married and single CHILDREN: Yes RACE: Any
- 4. SOCIAL MEDIA BLOG MOBILE MAGAZINE GOOGLE ADWORDS 4 PILLARS OF THE DIGITAL CAMPAIGN
- 5. THE GOAL REGAIN CUSTOMERS LOST DUE TO JC PENNEY’S TURN AWAY FROM VALUES AND LOW PRICE, TO HIGH FASHION AND HIGH STYLE.
- 8. 6WINNERS SHARE THEIR STORY THROUGH THE BLOG + SOCIAL ALLOWS READERS TO CONNECT PERSONALLY WITH THE BRAND. WHAT THEY WIN
- 9. WHY? BECAUSE WOMEN RULE SOCIAL MEDIA 5XAS LIKELY AS MEN TO USE PINTEREST.
- 10. LIFESTYLE MAGAZINE • Titled “Simple Luxury” • Centered around “Look Your Best, Feel Your Best, With Your Wallet Caring Less.” Idea. • Four sections: Fashion, Beauty, Fitness, and Lifestyle • Totally free • Promoted through blog and social media posts • Content mirrors the blog, features specific and non-specific to JC Penney
- 11. THE BLOG • Encompasses all aspects of the working mom’s life • About creating JC Penney as a lifestyle and not just a brand • 4 core areas just like the magazine: Fashion, Fitness, Beauty and Lifestyle • Focus on JC Penney products, but also contains post not centered on the brand • Cross promoted through social media outlets
- 12. GOOGLE ADWORDS • Series of banner • Visual, not text-based to draw in viewers • On a Pay-per-word, pay-per-click basis • Possible word to purchase: Look, Fashion, Budget, Style, Lifestyle, Real Women • All related to campaign
- 13. MEASURING SUCCESS THE MOST IMPORTANT PART • Google Analytics • Tagging • Conversions
- 14. BUDGET A DETAILED BREAKDOWN WHO? HOW MUCH? BREAKDOWN Digital Agency $3,650,000 $250/hr 40 hrs per week for 1 year Graphic Designer $59,000 Hired to create banner ad campaign Editors $98,000 2 at $49,000 writers $232,000 4 at $58,000 App Development $1,500 - 5,500 Avg cost for basic app with sharing capabilities Adwords campaign $24,000,000 $2,000,000 per month for 12 mos TOTAL $28,044,500
Editor's Notes
- JC Penney is a company that is currently in turmoil, and with their shift towards specialty brands and away from coupons and huge markdowns, they’re left with many unhappy customers.
- The theme of the campaign will be “When you look your best, you feel your best, and shopping at JC Penney lets your wallet care less.”
- In surveying their current social sites and digital media, I noticed that they seem to be focusing on a younger target market. I feel that JC Penney should begin to move back to focusing on an older consumer. Specifically, females between the ages of 30 and 65, both employed and unemployed with children. This is because these are the customers who were once loyal JC Penney customers, who have been turned off because it’s turn away from core values and prices to high fashion and high style.
- Pillar one is social media, specifically Facebook, Pinterest, Instagram and Youtube. Pillar two is the blog, which is of course promoted through the social media outlets. Pillar three is banner ads, launched through googleadwords. And Pillar Four is the virtual lifestyle magazine.
- will focus on engaging the target market. It will be a series of photos, one at the beginning of each week, that feature real women in the target age range who shop at JC Penney. These real women will be selected through a Pinterest contest. Facebook and Twitter followers would be notified of the contest through a post on these sites that links them to Pinterest. They will be asked to nominate extraordinary women who look their best, feel their best and shop at JC Penney, and yes they can choose to nominate themselves. In order to do so, they must create a Pinterest board called “Look and Feel your best For Less” On this board they will create their go to outfit using pieces from JC Penney’s own “Look and feel your best for less” board. They will then be required to describe in 5 pins why they, or their nominee deserve to be one of the featured women. They will tweet a link to this board to @JCPenney on Twitter. The contest uses these social media sites because women are five times a likely as men to use Pinterest, and 71 percent of women use social media sites. (Bennett, 2013)
- 6 women will be chosen and each will share their story on the JC Penney Facebook page, blog, and Instagram account. There will also be videos of the women sharing their story, and telling why they want to look and feel their best for less with JC Penney. These videos will be featured on the JC Penney Youtube channel, and clips from them may be used for TV commercials. The videos and posts will not only detail what they’re wearing and why it makes them feel their best, but will also feature their children, husbands, careers, and daily lives. This will allow readers and followers to create a personal connection with the brand and the featured women, seeing women looking great and feeling great with JC Penney, will make them want to comeback to JC Penney.
- Since JC Penney already has a mobile app, I’m proposing that they launch a mobile magazine. The focus of the magazine will be related to the blog, and will still center on the idea of looking and feeling your best for less with JC Penney. The magazine will be structured much like the blog, and will feature content that is specific to JC Penney and their products, as well as general information. It will have four sections, and run four issues per year. It will have sections, on Beauty, Fitness, Fashion, and Lifestyle. The lifestyle section will focus on things like activities to do with your children, or ways to manage stress at work. The whole concept of the magazine will be that none of the ideas in it cost a lot of money to execute, and will either help you feel great, or look great. Statistics show that “50 percent of tablet owners, prefer to read books and magazines, on screen rather than on paper,” (Gartner.com) which would contribute to the magazine’s success. The goal of the magazine is to build strong relationships with customers; it will also be free so that anyone who wants to read it can.
- The blog will not only feature the winners and the contest, but will be a lifestyle hub for the target audience. It will feature posts that show JC Penney products, like the new Joe Fresh line and others, and how they can be paired together for typical situations a mother may experience. One example could be a post called “A Day At The Soccer Field.” The blog will feel like an online magazine. It will also cover topics like fitness, recipes, and beauty. JC Penney’ recent partnership with Sephora could also become a blog feature. Having posts that teach women how to look and feel their best with their makeup routine. It will be important for the blog posts not be all about JC Penney products and contests, because often marketers make the mistake of only posting about their company, when digital media should be about the user. This is why some posts will not feature products; they will only offer tips and tricks that may be useful or interesting to the target audience. One of these posts could be, “What To Do To Prepare Your Child For the New School Year,” or “Ten Date Night Ideas You Wouldn’t Think of Yourself.” The blog posts will be cross promoted through the social media outlets.
- In order to promote the social media posts, contests, blog, and mobile magazine, googleadwords will be used. Banner ads rather than text ads will be used so that they are more visually appealing for the target customer. We want people to want to click on the ads and go to the campaign. The ads will state the campaign slogan, show a featured woman, and contain content that is either related to social media or the blog. When clicked, the viewer will be taken to the JC Penney website, or the blog, depending on which ad they click. Some ads will focus on blog content, and others will focus on actual products. Ads will be purchased on a pay per click, pay per word basis. Words that could be purchased include, Look, Fashion, Budget, Style, Lifestyle, Real Women, etc. They will all relate to the campaign.
- Campaign success will be measured using tagging and google analytics. All social media posts, blog posts, banner ads, and other content will contain tags, these tags allow us to track how often users clicked on our posts and keywords. The campaign will be successful
- http://www.indeed.com/salary?q1=magazine+Editor&l1= http://adwords.blogspot.com/ http://www.pauleycreative.co.uk/my-digital-insider/measuring-marketing-campaign-performance/ http://www.mediabistro.com/alltwitter/social-media-user-demographics_b38095 http://www.clickz.com/clickz/column/2276491/10-statistics-magazine-publishers-should-keep-in-mind http://www.indeed.com/salary?q1=graphic+designer&l1=