"just the way you want it" scan it, snag it.
meet the      adrehab team      adrehab                                                 mary jo schweitzer                ...
table of contents         assignment statement   2         executive summary      3         campaign objectives    4      ...
statement of assignment         adrehab has developed a $100 million         adrehab        proposal for a national, fully...
executive          adrehab will develop a marketing campaign targeting summary            adrehab                   female...
objectives       convince                         females ages 25-34        that                            JCP is stylish...
situation analysis   The retail landscape within the      Increasing retail spending is   U.S. has progressed largely by  ...
research & findings                                   secondary research    what we know about them...    Our target marke...
mobile marketing insights                            7
current trends    Usage of QR codes quadrupled in 2010    25 billion mobile apps are estimated to    be sold in 2011, up f...
competitors                                              Neiman Marcus has started using SCVNGR                           ...
what were good at                                what we could improve variety of merchandise assortment                 a...
targetprimary The primary target of this campaign is focused at independent hard working single women between the ages of ...
the strategy     1. Grow sales and revenue through social and mobile media:     45% of the target market uses some form of...
Browsers into Buyerspositioning"Browsers into Buyers" is a fully integratedmarketing communications campaign witha focus o...
creative brief                        business                        To increase sales at JCP and increase               ...
how we plan on reaching these objectivesAltering JCPs image to better                       Current research shows thatres...
mandatories     logo & color          red + black + white          change brands name to JCP     personality          conf...
17
™hot and single∫ mobile app18
The hot and single app will be available for download to iPhone, Android,Blackberry, Mobile Web, and Palm users. The user ...
traditional print ads     Print ads will feature young women wearing the newest JCP clothing, laughing and holding     hug...
21
wall & window ads     Cutout pictures of models holding the posters of QR     code will be on the side of buildings and wi...
23
online platforms     While watching shows & video on Hulu and listening to     music on Pandora, JCP will be a sponsor of ...
25
26
While surfing through popular social media platforms,  such as YouTube, Facebook, and Twitter, JCP will  sponsor print ads...
transit     Customized QR codes will be placed on bus shelters, buses, benches, and other transit areas.     The QR code w...
The ads will be strategically placed in heavy traffic areas where many women will be searching fortaxis, getting on trains...
30
mobile tourA mobile tour featuring a build out fashion showwill tour the country throughout the length ofthe campaign. The...
sponsorships     Keira Knightley will be the official face of the JCP brand. Keira will be making guest     appearances at...
receiptsCustomized QR codes will be located at the bottom of the receipt. When the customerscans the QR code it will take ...
budget34
timeline                        feb-12   mar-12   apr-12   may-12   jun-12   jul-12   aug-12   sep-12   nov-12   dec-12   ...
measures of success click-through rates on social media applications number of downloads for mobile app event attendance n...
Works Cited"Brandkeys 2011 Customer Loyalty Engagement Index." Brand Keys, World Leader in Customer       Loyalty and Enga...
"just the way I wanted it" I scanned, I snagged.
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JCP Marketing Plan

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JCP Marketing Plan

  1. 1. "just the way you want it" scan it, snag it.
  2. 2. meet the adrehab team adrehab mary jo schweitzer account executive maria penaherrera account coordinator lauren treppler creative director chelsea fischer-lodike art director natalie wade assistant art directoradrehab was created in the year 2000 with the mindset of changing the advertisingadrehabindustry through social and mobile media. Our goal is to create effective and non-traditionaladvertisements using unique vehicles of communication. We like to use the practical applicationof different social technologies to create something entirely new as if it was a new dimension.
  3. 3. table of contents assignment statement 2 executive summary 3 campaign objectives 4 situation analysis 5 research & findings 6 target audience 11 strategy 12 positioning 13 brief 14 creative 18 budget 34 timeline 35 success measures 36 resources 37 1
  4. 4. statement of assignment adrehab has developed a $100 million adrehab proposal for a national, fully-integrated marketing campaign, for JCP, to It will run from February 2012 to February 2013. Designed to increase market share among females ages 25-34, the proposed campaign has three overall objectives: to acquire female customers ages 25-34, to retain those acquired female customers ages 25-34, and to increase shopping frequency and grow share of wallet by 11% among the current female customers ages 25-34. platforms to be used mobile apps, print ads, wall & window ads, online videos, transit ads, mobile tour, sponsorships/events, and POS ads2
  5. 5. executive adrehab will develop a marketing campaign targeting summary adrehab females ages 25-34 by using the highly accessible and innovative social & mobile media platform to meet the objectives of JCP. target market constitutes 17.8% of all adults in the U.S. evidence occupy 18.4 million households 3.8 million customers ages 25-34 shopped at JCP to support 90% have a cell phone this decision 39% have cell phone internet access 19% downloaded apps moderate to heavy social media & streaming media users 45% use social media at least once a day 27% of Facebook users are ages 25-34 adrehab will leverage various forms of social media to adrehab communicate that JCP is changing and revamping their brand to effectively resonate with the target market. These social &how we will use mobile media platforms will be integrated with traditional formsthese statistics of media to effectively communicate to the target market and meet the campaign communication goals. Ultimately making it easier and more conveinent to purchase, which will increases traffic within JCP stores. 3
  6. 6. objectives convince females ages 25-34 that JCP is stylish and modern because they offer a wide variety of name brands at an affordable cost that fits the targets wants and needs primary focus females ages 25-34 secondary focus females ages 25-34 with children market share increase 11% timeline February 2012 - February 2013 The proposed tactics open doors to communications between the target and JCP by reshaping JCPs brand image so that the target can identify with the brand itself and make JCP essential to their shopping experience.4
  7. 7. situation analysis The retail landscape within the Increasing retail spending is U.S. has progressed largely by promising for department stores the relentless growth of mass and mass discounters across the discounters who have mastered board. The advantage of specialty the creation of an approachable, stores, such as Express and Banana fun and forward-thinking Republic, have the ability to build environment. Such progression brands around a single point of has increased competition within view. While mass discounters like the department store envirnoment Target and Walmart have created as consumers desire more value, a fun and enjoyable shopping style, and quality. environment. Macys has strength in its style and national brand This progression led market value offerings. to grow in 2009 by 2%, a value of $305 billion. Forecasting for People search for shopping market value in 2014 predicts a experiences that fulfill their larger increase of 10%, reaching consumer needs and one that $335 billion. Most major multi- also provides a fun, relaxed store retail chains had a decline environment that can relieve of sales in the beginning of 2009, some of their everyday stress. As but saw improvements toward the JCP begins to understand and end of the year, and the upward connect with their target, a loyal trend has continued in 2011. relationship can be formed and retained to increase market share. 5
  8. 8. research & findings secondary research what we know about them... Our target market constitutes: 17.8% of all adults in the U.S. 18.4 million households 3.8 million customers ages 25-34 shopped at JCP spend most in womens apparel + accessories, children, footwear, and furniture visit online sites before JCP store ...and their general attitude open to anything, instinctive, high self-esteem, savvy, fun obsessions, optimistic primary research how do they really feel about JCP? misleading commercials rebranding efforts needed desire for designer & celebrity lines ads are unrelatable dont understand needs of target6
  9. 9. mobile marketing insights 7
  10. 10. current trends Usage of QR codes quadrupled in 2010 25 billion mobile apps are estimated to be sold in 2011, up from 10 billion in 2010 BestBuy has added QR codes to their in-store fact tags to give consumers additional product review information Barnes & Noble uses QR codes in the back of brochures to download the Nook phone app through the iPhone8
  11. 11. competitors Neiman Marcus has started using SCVNGR to engage shoppers more thoroughly with productsTarget stores are using QR codes on directmailings that provide a virtual tour of newtargets in the neighborhood 9
  12. 12. what were good at what we could improve variety of merchandise assortment apparel ranking in comparison to competition store within a store old brand image website & catalog connection with our target value + prices + sales store aesthetics & layout customer service our targets awareness of JCPs new style possible roadblocks to improvement our targets view of JCPs brand Macys strength in style and national brand name offerings the ability of specialty stores to build brands around a single point of view competitors designer brands opportunities to success create awareness about JCP designer brands & store within a store expand social media usage sponsorships augmented reality contest with celebrity sponsors10
  13. 13. targetprimary The primary target of this campaign is focused at independent hard working single women between the ages of 25-30 years old. They were raised to believe they could do anything and be anything. What fulfills their limit is not created by society and media, it is increasing their own desires. They savor the challenge of work. They dont need men or children for their fulfillment. They are high achievers, shrewd, well dressed, and possess emotional intelligence that far surpasses their male counterparts. They indulge themselves in every aspect of their professional and personal lives by acknowledging their own complexities. Their buying habits are influenced by the internet and as a result, buying trends and new products are expected to be ever- changing. This is a generation that integrates technology into everything they do. They expect the same from the companies they interact with. secondary They tend to follow these 5 themes: time, family, enrichment, solutions, and family health. Our secondary target is women between the ages of 30-34 with children. They like to use the internet to talk about products by posting reviews and encouraging & discouraging friends from buying. They are idealistic, socially conscious, and individualistic. They will speak their mind and dress as they please. They enjoy small free extras, like a hidden song on a soundtrack, or exclusive discounts for regular shoppers. They love to be involved and are drawn to what is real rather than ideal. They are very engaged in online activities as well as on-the-go applications that help facilitate their lifestyle. 11
  14. 14. the strategy 1. Grow sales and revenue through social and mobile media: 45% of the target market uses some form of social media at least once a day. It has become the new word of mouth marketing as trends are created, expanded, and crushed via social media platforms. Current social media trends are changing consumers social, online, and mobile behaviors as this form of marketing provides more accessibility and engagement possibilities. 2. Mobile innovation and integration: 2011 saw a tremendous growth of consumer mobile usage and with the industry still rapidly growing, the upcoming years will see and explosion of mobile marketing directly targeting consumers. 25 billion mobile apps are estimated to be sold in 2011. The creation of apps that make shopping and purchasing easier and more direct have forced large corporations to adapt them into their advertising and marketing plans as they have proven to be successful in growing sales. However, it is the integration of the online media and traditional marketing tactics that provide a powerful and engaging campaign.12
  15. 15. Browsers into Buyerspositioning"Browsers into Buyers" is a fully integratedmarketing communications campaign witha focus on new media tactics. Researchshows the target responds and uses onlinemedia and this will not only continueinto the future but will grow and expandas the percentage of users in the targetcontinue to activate social media accountsand purchase web-accessible smart phones.Along with these two tactics, the campaignwill introduce augmented reality whichwill enhance the engagement of browserswithin the target.Creating awareness among the target ofthe newly re-branded JCP is essential tothe campaign. To fully assure the targetis responding to the communicationtactics, the plan will also include in-store changes, celebrity endorsements, amobile tour fashion show, special events,transit advertising, print advertising, anda mobile app. Each traditional tactic willbe integrated with a new media tactic sothe message will fully reach the intendedaudience through the different array ofmediums. 13
  16. 16. creative brief business To increase sales at JCP and increase overall market shares. Acquire female customers 25-34 and retain female customers 25-34 communication To effectively communicate through new media tactics, that JCP is changing and has become more innovative in reaching our target audience. To communicate that JCP is revamping objectives the brand with in-store changes and making the purchasing process easier, more convenient, and faster for the consumers via mobile marketing. To communicate JCP is changing the brand via mobile marketing to increase web purchases and traffic in stores; we will be turning "browsers" into "buyers". target audience The primary audience is single women ages 25-30. The secondary audience is women ages 30-34 with children.14
  17. 17. how we plan on reaching these objectivesAltering JCPs image to better Current research shows thatresonate with the target mobile marketing is a leader foraudience will help. adrehab advertising mediums. Research adrehabwants to convince themthat JCP is becoming more shows that 53% of moms play with mobile games at home. 85%innovative and modern of retailers support customers usereplacing the old and out of of the iPhone + iPod platformdate image they currently and 88% plan to do so in thehave based on research. Not future.only are the products andactual store changing, but theway JCP communicates is alsochanging to fit the targetsneeds. Online business is a marketing opportunity to improve customer service, attract new customers, and open up the possibility of creating a revenue increase. adrehab is adrehab choosing to use mobile marketing, social media, and augmented reality because it is working; our target is using these mediums and have proven they can be reached 15 through them.
  18. 18. mandatories logo & color red + black + white change brands name to JCP personality confident modern appealing colorful quality desirable trendy fresh reasonable current accessible16
  19. 19. 17
  20. 20. ™hot and single∫ mobile app18
  21. 21. The hot and single app will be available for download to iPhone, Android,Blackberry, Mobile Web, and Palm users. The user can enter her currentlocation and it will tell the user the best single bars and clubs to go in thearea and what the appropriate attire is. It will also have an outfit generator.The user will plug in what type of look she wants or where she is going andthe app selects an outfit from JCP or from the personal clothes that havebeen entered into the users "closet". Advertisements for the mobile applicaitonwill be on Facebook, YouTube, and Hulu. A QR code that takes the userdirectly to the site to download the app will be on the models during themobile fashion show. There will also be coasters with a QR code sent to areabars and restaurants that take the target to the mobile app. 19
  22. 22. traditional print ads Print ads will feature young women wearing the newest JCP clothing, laughing and holding huge signs that will have the QR code on them saying, "scan it, snag it". The QR code will send the customer to the survey; if they complete it then they will receive a 20% off coupon. The code can also send them to a purchase page where they can buy exactly what the model is wearing on the print advertisement.20
  23. 23. 21
  24. 24. wall & window ads Cutout pictures of models holding the posters of QR code will be on the side of buildings and windows on the stores. The code will send the user to a purchase screen of what that certain person is wearing.22
  25. 25. 23
  26. 26. online platforms While watching shows & video on Hulu and listening to music on Pandora, JCP will be a sponsor of select video and ads where a 15-30 second ad or print ad features JCP brands. At the end of the ads a QR code will pop up within the last five seconds for viewers to scan and it will send them to the JCP website.24
  27. 27. 25
  28. 28. 26
  29. 29. While surfing through popular social media platforms, such as YouTube, Facebook, and Twitter, JCP will sponsor print ads on YouTube and Facebook while having a--JCPKeira--Twitter acount in which Keira tweets fashion specific hints & tips for females ages 25- 34 on behalf of JCP.social media platforms 27
  30. 30. transit Customized QR codes will be placed on bus shelters, buses, benches, and other transit areas. The QR code will be placed in the ad featuring a model wearing branded clothing by JCP. The models in the ad will be holding "signs" with a QR code on them. Once scanned by the potential customer, she will be directed to the JCP website where she can buy exactly what the model is wearing at the price displayed. This tactic employs the convenience factor as potential customers do not have to seek out and search for the featured clothing by JCP.28
  31. 31. The ads will be strategically placed in heavy traffic areas where many women will be searching fortaxis, getting on trains, and driving in major intersections. The convenience of buying directly through thewebsite will attract and engage women in a hurry and on the go. 29
  32. 32. 30
  33. 33. mobile tourA mobile tour featuring a build out fashion showwill tour the country throughout the length ofthe campaign. The tour will include a creativelyconstructed motor coach specifically designed to looklike a runway. It will feature JCP logos on the vehicleas well. The tour will include brand ambassador"models" that will travel with the vehicle to differentcities and perform in the fashion show as modelsfeaturing JCP clothing.The tour will be specifically planned down to exactlywhere and when the tour will be stopping. The tourwill be stopping in major shopping districts such as:New YorkChicagoLos AngelesLas VegasDuring the final walkway of the show, the models willchange into t-shirts displaying a QR code that oncescanned will direct them to a special section of JCPswebsite where the scanner can purchase the outfit themodel was wearing throughout the show. The fashionshow stops will be posted via JCP Facebook page24 hours before the event so the fans of the pagewill be able to come enjoy the show. This mobilefashion show will advertise JCPs new and fresh look,eliminating unnecessary steps of the shopping andpurchasing process while also engaging the customer. 31
  34. 34. sponsorships Keira Knightley will be the official face of the JCP brand. Keira will be making guest appearances at major stops for the mobile fashion show. She will also be a guest "Twitterer"--JCPKeira--and will tweet fashion tips to her followers. She will also appear in print and transit ads with QR codes.32
  35. 35. receiptsCustomized QR codes will be located at the bottom of the receipt. When the customerscans the QR code it will take them to a short survey about the JCP store and in theend of the survey they will get a coupon for their next JCP purchase. This tactic will helpin the reception of feedback about the customers experience with JCP and will help toimprove the store. in-store Customized QR codes will be placed at the stores, in the floor area mainly, as well as in the fitting rooms. The customer can scan the QR code and they will be directed to the JCP store directory where the customer can see exactly where everything is located. This tactic employs the convenience factor, as potential customers do not have to seek out and search for what they are looking for, but it will be at their fingertips. The convenience of having a directory will engage customers to interact directly through the website. This will give the customers an interactive experience. 33
  36. 36. budget34
  37. 37. timeline feb-12 mar-12 apr-12 may-12 jun-12 jul-12 aug-12 sep-12 nov-12 dec-12 jan-13 feb-13mobile appprint adswall & window displayonline videostransitmobile toursponsorshipsin-store marketing
 35
  38. 38. measures of success click-through rates on social media applications number of downloads for mobile app event attendance numbers mobile tour attendees and interactions with brand ambassadors customer feedback via survey number of followers on twitter for --JCPKeira-- increase of female customers ages 25-30 increase of sales increase overall market share increase traffic in store36
  39. 39. Works Cited"Brandkeys 2011 Customer Loyalty Engagement Index." Brand Keys, World Leader in Customer Loyalty and Engagement Metrics. 03 Oct. 2010. Web. <http://www.brandkeys.com/ awards/>.Finn, Lisa. "MediaPost Publications - Home of MediaDailyNews, MEDIA and OMMA Magazines." MediaPost - News and Directories for Media, Marketing and Online Advertising Professionals. 6 July 2010. Web. <http://www.mediapost.com/publications/?fa=Articles. showArticle>.Galloway, Scott. "Gen Y Prestige Brand Ranking." L2THINKTANK.COM. 3 May 2010. Web.Hjelm, Bryan. "MediaPost Publications - Home of MediaDailyNews, MEDIA and OMMA Magazines." MediaPost - News and Directories for Media, Marketing and Online Advertising Professionals. 5 July 2010. Web. 1. <http://www.mediapost.com/ publications/?fa=Articles.showArticle>.Indvik, Lauren. "Neiman Marcus Launches Nationwide SCVNGR Challenge." Social Media News and Web Tips "Mashable" The Social Media Guide. 17 Mar. 2011. Web. <http://mashable.com/2011/03/17/neiman-marcus-scvngr/>.Martin, Tom. "QR Codes: Game Changer or Passing Fad? | Small Agency Diary - Advertising Age." Advertising Agency & Marketing Industry News - Advertising Age. 17 Mar. 2011. Web. <http://adage.com/article/small-agency-diary/qr-codes-game-changer- passing-fad/149469/>."MediaPost Publications - Home of MediaDailyNews, MEDIA and OMMA Magazines." MediaPost - News and Directories for Media, Marketing and Online Advertising Professionals. 18 Feb. 2010. Web. <http://www.mediapost.com/publications/?fa=Articles.showArticle>."MediaPost Publications - Home of MediaDailyNews, MEDIA and OMMA Magazines." MediaPost - News and Directories for Media, Marketing and Online Advertising Professionals. 18 Mar. 2010. Web. <http://www.mediapost.com/publications/?fa=Articles.showArticle>."MediaPost Publications - Home of MediaDailyNews, MEDIA and OMMA Magazines." MediaPost - News and Directories for Media, Marketing and Online Advertising Professionals. 3 Mar. 2010. Web. <http://www.mediapost.com/publications/?fa=Articles.showArticle>.Smith, Grace. "4 Small Business Mobile Predictions for 2011." Social Media News and Web Tips "Mashable" The Social Media Guide. 12 Feb. 2011. Web. <http://mashable.com/2011/02/12/ small-business-mobile-2011/>.Turner, James. "HOW TO: Grow Your Sales and Revenue Using 2D Codes." Social Media News and Web Tips "Mashable" The Social Media Guide. 18 Feb. 2010. Web. <http://mashable. com/2011/02/18/2d-codes-for-business/>.Adbrand.netBrandweek.comEmarketer.comMarketingcharts.comMarketingvox.comMashable.comNielsen.comPr-inside.com 37
  40. 40. "just the way I wanted it" I scanned, I snagged.

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