JCPenney asked O-STATE Advertising to develop an integrated marketing campaign to acquire, retain, and increase spending among female customers ages 25-34. O-STATE conducted primary research including interviews, focus groups, and surveys to understand this target audience and their perceptions of JCPenney. Key findings showed that while the target sees JCPenney as their grandmothers' store, they enjoy finding bargains and creating fashionable outfits. The research also revealed that JCPenney stores and products align with what the target desires in a department store.
The marketing plan summarizes K.H.A.N, a new clothing line inspired by Mongolian culture and history. K.H.A.N will target young adults aged 16-35 through affordable, unique clothing designs sold initially online. The plan outlines strategies for social media promotion, online advertising, product giveaways to influencers, and a potential physical store in New York City. Key goals are to increase brand awareness and capture market share through high-quality products at competitive prices while celebrating Mongolian traditions. Performance will be evaluated based on sales, customer feedback, and return on investment from promotional activities.
Monki is a clothing brand that targets women aged 16-27 living in urban areas. Their marketing strategy focuses on social media and digital communication to match their audience's preferences. They analyze their target demographics and competitors through market research and SWOT analysis. Monki aims to offer competitive prices, student discounts, and personalized experiences on their website and app to increase sales and market share. They also promote their ethical practices and support charitable causes to build positive brand awareness.
Topman appeals to a diverse range of consumer types due to its wide product range and variable pricing. Its target demographic is Generation Y males aged 16-25 who expect high quality customer service and are drawn to lifestyle brands that help express their identity. Key consumer segments for Topman include students aged 16-22 who are price conscious and influenced by peers; school boys aged 13-16 just beginning to choose their own clothing; young professionals aged 20-26 who shop for both work and leisure wear; and metrosexual males aged 16-24 who are fashion-conscious and interested in fitness and grooming. Topman competes primarily on bringing higher-end fashion to mass consumers in a more affordable way than direct competitors like Urban Outf
This marketing plan proposes tactics to help American Apparel achieve three objectives by the end of 2014: 1) Create a music festival with 10,000 attendees generating $1 million in revenue, 2) Increase their online community by 20%, and 3) Improve their brand image by 80%. The main tactic is a social music festival in September 2014 offering fans a unique experience. The festival aims to showcase the brand's positive values while increasing sales and engagement. Key elements of the plan include targeting millennials, leveraging technology and omni-channel experiences, and addressing challenges in the apparel industry through innovation.
The document analyzes the prospect of opening a Topshop retail store in downtown Boston. It summarizes the results of a survey of 27 Emerson College students ages 18-24 about factors influencing their purchase decisions and attitudes towards Topshop. Key findings include:
- Style is the most important factor in purchase decisions, while celebrity endorsement is less important.
- Those who value style are also more likely to support bringing Topshop to Boston.
- Clothes are seen as representing social status by most respondents.
- Respondents were split on whether Topshop would do well in Boston, with 48% saying yes and 26% each saying no or undecided.
Urban Outfitters was founded in 1970 in Philadelphia and incorporated in 1976. It aims to serve 18-30 year olds with counter-culture clothing. The company has grown to over 150 stores globally and also sells online. However, some of its products have offended groups and it has faced controversies and lawsuits. To keep growing, Urban Outfitters must stay attuned to trends, improve the customer experience through technology, and protect its brand reputation.
The marketing plan summarizes K.H.A.N, a new clothing line inspired by Mongolian culture and history. K.H.A.N will target young adults aged 16-35 through affordable, unique clothing designs sold initially online. The plan outlines strategies for social media promotion, online advertising, product giveaways to influencers, and a potential physical store in New York City. Key goals are to increase brand awareness and capture market share through high-quality products at competitive prices while celebrating Mongolian traditions. Performance will be evaluated based on sales, customer feedback, and return on investment from promotional activities.
Monki is a clothing brand that targets women aged 16-27 living in urban areas. Their marketing strategy focuses on social media and digital communication to match their audience's preferences. They analyze their target demographics and competitors through market research and SWOT analysis. Monki aims to offer competitive prices, student discounts, and personalized experiences on their website and app to increase sales and market share. They also promote their ethical practices and support charitable causes to build positive brand awareness.
Topman appeals to a diverse range of consumer types due to its wide product range and variable pricing. Its target demographic is Generation Y males aged 16-25 who expect high quality customer service and are drawn to lifestyle brands that help express their identity. Key consumer segments for Topman include students aged 16-22 who are price conscious and influenced by peers; school boys aged 13-16 just beginning to choose their own clothing; young professionals aged 20-26 who shop for both work and leisure wear; and metrosexual males aged 16-24 who are fashion-conscious and interested in fitness and grooming. Topman competes primarily on bringing higher-end fashion to mass consumers in a more affordable way than direct competitors like Urban Outf
This marketing plan proposes tactics to help American Apparel achieve three objectives by the end of 2014: 1) Create a music festival with 10,000 attendees generating $1 million in revenue, 2) Increase their online community by 20%, and 3) Improve their brand image by 80%. The main tactic is a social music festival in September 2014 offering fans a unique experience. The festival aims to showcase the brand's positive values while increasing sales and engagement. Key elements of the plan include targeting millennials, leveraging technology and omni-channel experiences, and addressing challenges in the apparel industry through innovation.
The document analyzes the prospect of opening a Topshop retail store in downtown Boston. It summarizes the results of a survey of 27 Emerson College students ages 18-24 about factors influencing their purchase decisions and attitudes towards Topshop. Key findings include:
- Style is the most important factor in purchase decisions, while celebrity endorsement is less important.
- Those who value style are also more likely to support bringing Topshop to Boston.
- Clothes are seen as representing social status by most respondents.
- Respondents were split on whether Topshop would do well in Boston, with 48% saying yes and 26% each saying no or undecided.
Urban Outfitters was founded in 1970 in Philadelphia and incorporated in 1976. It aims to serve 18-30 year olds with counter-culture clothing. The company has grown to over 150 stores globally and also sells online. However, some of its products have offended groups and it has faced controversies and lawsuits. To keep growing, Urban Outfitters must stay attuned to trends, improve the customer experience through technology, and protect its brand reputation.
This document summarizes Xiaoxue Zhang's ADV420 final presentation on Urban Outfitters' digital marketing strategy. The presentation outlines Urban Outfitters' target audience of young adults interested in fashion trends. It discusses Urban Outfitters' key messages and mission statement focused on lifestyle merchandising. Additionally, it details Urban Outfitters' use of social media platforms, search engine marketing, mobile apps, email marketing, and analytics to engage customers and drive brand awareness, usage, and loyalty.
Urban Outfitters is a specialty retailer founded in 1970 with over 14,000 employees and 102 stockholders. It operates 5 brands: Urban Outfitters, Free People, Anthropologie, Leifsdottir, and Terrain. Its vision is to offer compelling, distinctive products and store environments that customers feel an empathetic connection to. It targets young adult customers but saw decreased sales during the economic downturn of 2009 when this demographic had high unemployment. Current strategic recommendations include launching a wedding line, opening new stores, and developing new brand concepts, while my recommendations include outsourcing more merchandise and launching a children's line.
This document outlines a research project to help TOPMAN connect better with teen and 20s consumers. The project aims to [1] create a unique marketing strategy, [2] strengthen TOPMAN's brand image, and [3] clearly identify consumer groups. Research methods will include analyzing TOPMAN's history and competitors, interviewing consumers and industry experts, and conducting focus groups. Trends around youth culture, digital marketing, and men's fashion will also be examined. The end goal is to develop a new marketing strategy based on deep insights into TOPMAN consumers.
The creative brief is for a JCPenney advertising campaign targeting women ages 25-34. The objective is to generate brand loyalty by emphasizing JCPenney's fashionable brands and styles to change the target audience's perception of the store as mature rather than young and stylish. The target audience includes single, married, and mothers ages 25-34 who are middle class, educated professionals seeking prestige and convenience. They currently feel JCPenney lacks the selection and fashion of competitors but the campaign will show JCPenney as a store where they can find stylish clothing.
This document provides a marketing audit of Nordstrom conducted by a group of students. It begins with an executive summary that notes trends challenging Nordstrom like millennials shopping more at discounted retailers and increased online shopping. The audit then covers the retail industry environment, Nordstrom's customers and competitors, and performs a strategic analysis. Key recommendations include improving Nordstrom's loyalty program, increasing online customer service with an online profile feature, and rebranding Nordstrom Rack to attract younger shoppers. The document concludes that following these recommendations will help Nordstrom remain competitive by increasing customer loyalty and switching costs.
Boardroom Eco Apparel is a clothing manufacturing company that wants to launch a new online business casual line for men. Currently, Boardroom produces promotional clothing but lacks understanding of the business casual market and e-commerce. The marketing plan aims to launch the new line in January 2015 and generate $1 million in sales within a year through strategies targeting website visits, sales conversions, and customer satisfaction.
The document provides an analysis of the target market, competitors, and marketing strategies for a proposed women's boutique. It analyzes the demographics, behaviors, and interests of the target market of women ages 35-50 in middle to upper-middle income brackets. Three main competitors are identified: Dillard's, Target, and a local boutique. Dillard's and Target have a larger customer base due to their national presence but carry a broader range of products. The local boutique has a loyal following but relies more on word-of-mouth. Marketing strategies analyzed include promotions, social media, and branding. A SWOT analysis compares the strengths, weaknesses, opportunities and threats faced by each competitor.
This is a campaign designed by myself, Shannon Marks, AJ Sparks, and Wesley Rogers. We created this in our Communications 412 class. It's the culmination of our semester of hard work. The campaign is a great example of what can be done on a small campus and for non-profit organizations.
The document discusses market segmentation and how retailers can target different consumer groups. It focuses on segmentation of the adult female Generation Y market. Five distinct segments were identified: recreational discount seekers, recreational quality seekers, trend setting loyal, shopping and fashion uninterested, and confused time/money conserving. The segments differ in how they approach shopping based on factors like price sensitivity, brand loyalty, enjoyment of shopping, and confusion over product choices. Retailers can use this segmentation information to better target each group through tailored marketing, products, pricing, and in-store experiences.
This document provides an integrated marketing communications (IMC) plan for American Apparel. It begins with an executive summary that recommends American Apparel create more coherent advertising that appeals to a wider audience, find a new unique selling proposition with limited sexual content, and consolidate its online presence. The client background section describes American Apparel's in-house advertising approach. The target market analysis identifies hipsters, fashion followers, and basic clothes lovers as key segments. Competitors like H&M and Forever 21 are also analyzed. The document proposes a new IMC strategy and objectives along with sample creative executions and an evaluation plan.
The document provides an overview of the American Apparel brand, including its history, target market, stores, advertising, competitors and digital presence. It then outlines a re-branding strategy with the objectives of improving brand perception and refocusing on social consciousness. Key aspects of the re-branding strategy include introducing a new logo, lower priced product line, customizable e-commerce site, guerilla marketing campaigns, social media contests and influencer partnerships. The strategy also aims to enhance the brand's environment and reform its approach to working conditions and promoting diversity and inclusion.
American Apparel Marketing and Communications StrategyIsaiah Harris
American Apparel faces challenges in communicating its brand and products effectively. It must prioritize developing engaging content for mobile platforms, as online shopping has shifted to mobile. It also needs to clearly communicate the purpose and benefits of its products to consumers. American Apparel specifically should prioritize informing consumers of its plans for the future to rebuild trust after legal issues, and communicate its unique value proposition through social media to drive online sales. Objectives include increasing brand awareness 25% and fan engagement 25% on social media within 12 months. Critical success factors are producing high-quality, relevant content that is shared frequently across channels, with an emphasis on visual content. The website design is effective but could better integrate social media connectivity.
Mary Kay aims to position itself as a relevant brand for female Gen Y consumers through a new positioning strategy. Currently, Gen Y sees Mary Kay as a brand for older women. The proposed strategies are to position Mary Kay as either 1) offering high quality products at reasonable prices ("You Can Have It All") or 2) empowering women and helping them stand out ("You Do Your Job. Does Your Makeup Do Its?"). After analyzing pros, cons, and expected outcomes, strategy 2 is chosen to establish a powerful, relatable image for Gen Y. Success will be measured through focus groups, web analytics, text analysis, and market share changes.
Poundland has used marketing and PR techniques to improve its public image, as summarized in a case study. These techniques include:
1) Generating positive publicity on social media about Poundland's chocolate coins being as good or better than rival brands like Cadbury and Harrods.
2) Conducting market research showing Poundland coins beat rivals in taste tests, which was publicized to influence shopping preferences.
3) Using targeted Facebook ads and social media campaigns to reach key demographics like women shoppers.
4) Increasing online traffic and media coverage through competitions, social media engagement, and celebrity endorsements.
The overall message is to change perceptions of Poundland from a "
Forever 21 opens New York's largest clothing store. The document discusses Forever 21's rapid growth from its founding in 1984 to opening over 450 stores worldwide by 2010. It provides details on the company's vertical integration model and ability to deliver new fashion trends to stores within 6 weeks. However, the company has also faced issues including lawsuits over alleged copying of designers' work and poor working conditions at supplier factories.
This document provides background information and a research plan for Spring Valley Mall in Atlanta, Georgia. It aims to improve the mall's internal and external public relations. Goals include improving relationships with tenants and customers. Strategies involve filling empty storefronts, creating exhibits and events, and utilizing various media for advertising. The document includes sample surveys, mini plans, a timeline, and budget. It seeks to increase customer traffic and have tenant support for upcoming changes at the mall.
This document outlines a business plan for a new handbag brand called "P@n$#! Handbags" in India. It discusses the major players in the Indian handbag market and market research showing increasing demand. The objectives are to make Indian women look classy and trendy while being a loyal handbag brand. A SWOT analysis and marketing mix are presented, targeting college girls, housewives, teens and working women. The plan discusses product segmentation, positioning, differentiation and marketing channels. Budgets are outlined for equipment, furniture, and total capital and means of financing.
The document provides an overview of Candie Cordova's academic and professional accomplishments in the fields of visual merchandising, fashion marketing, and photography. It then details several of her projects, including visual floorset designs, photo shoots, and analyses of spring/summer fashion trends for 2017-2018 that incorporate Native American influences. The document serves to showcase Candie's portfolio and experience across multiple areas of the fashion industry.
The document discusses the importance of considering all brand touchpoints and their different priorities and needs. It emphasizes that every touchpoint influences brand perception in some way, so each one needs to reinforce a positive message. Neglecting a single touchpoint can immobilize the entire brand like getting a flat tire. Key touchpoints discussed include end customers, stockists, media, staff, competitors, and professional advisors. The brand must deliver personal benefits to all touchpoints to create overwhelmingly positive effects on business and sales.
JD conducts market research to determine the best locations for new shops. They seek busy areas in town centers or shopping areas to gain more attention than non-busy locations with smaller populations. Locating near similar shops allows for competitive marketing opportunities. JD collects customer information through in-store surveys, focus groups, and interviews to understand shopping behaviors and develop popular products for specific age groups and genders. They promote through football club sponsorships, magazine advertisements, bus banners, TV, radio, email campaigns with celebrity partnerships and competitions, and social media like Facebook and Twitter to interact directly with customers, especially youth.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise stimulates the production of endorphins in the brain which elevate mood and reduce stress levels.
This document provides an inventory of furniture by fabric type and item. It lists various fabrics like white vinyl, black vinyl, red vinyl, distressed leather, ivory Calvin, platinum Calvin and more. For each fabric, it outlines the item names and quantities like sofas, loveseats, benches, ottomans and seating pods available in that fabric. The inventory contains over 50 furniture items and fabrics.
This document summarizes Xiaoxue Zhang's ADV420 final presentation on Urban Outfitters' digital marketing strategy. The presentation outlines Urban Outfitters' target audience of young adults interested in fashion trends. It discusses Urban Outfitters' key messages and mission statement focused on lifestyle merchandising. Additionally, it details Urban Outfitters' use of social media platforms, search engine marketing, mobile apps, email marketing, and analytics to engage customers and drive brand awareness, usage, and loyalty.
Urban Outfitters is a specialty retailer founded in 1970 with over 14,000 employees and 102 stockholders. It operates 5 brands: Urban Outfitters, Free People, Anthropologie, Leifsdottir, and Terrain. Its vision is to offer compelling, distinctive products and store environments that customers feel an empathetic connection to. It targets young adult customers but saw decreased sales during the economic downturn of 2009 when this demographic had high unemployment. Current strategic recommendations include launching a wedding line, opening new stores, and developing new brand concepts, while my recommendations include outsourcing more merchandise and launching a children's line.
This document outlines a research project to help TOPMAN connect better with teen and 20s consumers. The project aims to [1] create a unique marketing strategy, [2] strengthen TOPMAN's brand image, and [3] clearly identify consumer groups. Research methods will include analyzing TOPMAN's history and competitors, interviewing consumers and industry experts, and conducting focus groups. Trends around youth culture, digital marketing, and men's fashion will also be examined. The end goal is to develop a new marketing strategy based on deep insights into TOPMAN consumers.
The creative brief is for a JCPenney advertising campaign targeting women ages 25-34. The objective is to generate brand loyalty by emphasizing JCPenney's fashionable brands and styles to change the target audience's perception of the store as mature rather than young and stylish. The target audience includes single, married, and mothers ages 25-34 who are middle class, educated professionals seeking prestige and convenience. They currently feel JCPenney lacks the selection and fashion of competitors but the campaign will show JCPenney as a store where they can find stylish clothing.
This document provides a marketing audit of Nordstrom conducted by a group of students. It begins with an executive summary that notes trends challenging Nordstrom like millennials shopping more at discounted retailers and increased online shopping. The audit then covers the retail industry environment, Nordstrom's customers and competitors, and performs a strategic analysis. Key recommendations include improving Nordstrom's loyalty program, increasing online customer service with an online profile feature, and rebranding Nordstrom Rack to attract younger shoppers. The document concludes that following these recommendations will help Nordstrom remain competitive by increasing customer loyalty and switching costs.
Boardroom Eco Apparel is a clothing manufacturing company that wants to launch a new online business casual line for men. Currently, Boardroom produces promotional clothing but lacks understanding of the business casual market and e-commerce. The marketing plan aims to launch the new line in January 2015 and generate $1 million in sales within a year through strategies targeting website visits, sales conversions, and customer satisfaction.
The document provides an analysis of the target market, competitors, and marketing strategies for a proposed women's boutique. It analyzes the demographics, behaviors, and interests of the target market of women ages 35-50 in middle to upper-middle income brackets. Three main competitors are identified: Dillard's, Target, and a local boutique. Dillard's and Target have a larger customer base due to their national presence but carry a broader range of products. The local boutique has a loyal following but relies more on word-of-mouth. Marketing strategies analyzed include promotions, social media, and branding. A SWOT analysis compares the strengths, weaknesses, opportunities and threats faced by each competitor.
This is a campaign designed by myself, Shannon Marks, AJ Sparks, and Wesley Rogers. We created this in our Communications 412 class. It's the culmination of our semester of hard work. The campaign is a great example of what can be done on a small campus and for non-profit organizations.
The document discusses market segmentation and how retailers can target different consumer groups. It focuses on segmentation of the adult female Generation Y market. Five distinct segments were identified: recreational discount seekers, recreational quality seekers, trend setting loyal, shopping and fashion uninterested, and confused time/money conserving. The segments differ in how they approach shopping based on factors like price sensitivity, brand loyalty, enjoyment of shopping, and confusion over product choices. Retailers can use this segmentation information to better target each group through tailored marketing, products, pricing, and in-store experiences.
This document provides an integrated marketing communications (IMC) plan for American Apparel. It begins with an executive summary that recommends American Apparel create more coherent advertising that appeals to a wider audience, find a new unique selling proposition with limited sexual content, and consolidate its online presence. The client background section describes American Apparel's in-house advertising approach. The target market analysis identifies hipsters, fashion followers, and basic clothes lovers as key segments. Competitors like H&M and Forever 21 are also analyzed. The document proposes a new IMC strategy and objectives along with sample creative executions and an evaluation plan.
The document provides an overview of the American Apparel brand, including its history, target market, stores, advertising, competitors and digital presence. It then outlines a re-branding strategy with the objectives of improving brand perception and refocusing on social consciousness. Key aspects of the re-branding strategy include introducing a new logo, lower priced product line, customizable e-commerce site, guerilla marketing campaigns, social media contests and influencer partnerships. The strategy also aims to enhance the brand's environment and reform its approach to working conditions and promoting diversity and inclusion.
American Apparel Marketing and Communications StrategyIsaiah Harris
American Apparel faces challenges in communicating its brand and products effectively. It must prioritize developing engaging content for mobile platforms, as online shopping has shifted to mobile. It also needs to clearly communicate the purpose and benefits of its products to consumers. American Apparel specifically should prioritize informing consumers of its plans for the future to rebuild trust after legal issues, and communicate its unique value proposition through social media to drive online sales. Objectives include increasing brand awareness 25% and fan engagement 25% on social media within 12 months. Critical success factors are producing high-quality, relevant content that is shared frequently across channels, with an emphasis on visual content. The website design is effective but could better integrate social media connectivity.
Mary Kay aims to position itself as a relevant brand for female Gen Y consumers through a new positioning strategy. Currently, Gen Y sees Mary Kay as a brand for older women. The proposed strategies are to position Mary Kay as either 1) offering high quality products at reasonable prices ("You Can Have It All") or 2) empowering women and helping them stand out ("You Do Your Job. Does Your Makeup Do Its?"). After analyzing pros, cons, and expected outcomes, strategy 2 is chosen to establish a powerful, relatable image for Gen Y. Success will be measured through focus groups, web analytics, text analysis, and market share changes.
Poundland has used marketing and PR techniques to improve its public image, as summarized in a case study. These techniques include:
1) Generating positive publicity on social media about Poundland's chocolate coins being as good or better than rival brands like Cadbury and Harrods.
2) Conducting market research showing Poundland coins beat rivals in taste tests, which was publicized to influence shopping preferences.
3) Using targeted Facebook ads and social media campaigns to reach key demographics like women shoppers.
4) Increasing online traffic and media coverage through competitions, social media engagement, and celebrity endorsements.
The overall message is to change perceptions of Poundland from a "
Forever 21 opens New York's largest clothing store. The document discusses Forever 21's rapid growth from its founding in 1984 to opening over 450 stores worldwide by 2010. It provides details on the company's vertical integration model and ability to deliver new fashion trends to stores within 6 weeks. However, the company has also faced issues including lawsuits over alleged copying of designers' work and poor working conditions at supplier factories.
This document provides background information and a research plan for Spring Valley Mall in Atlanta, Georgia. It aims to improve the mall's internal and external public relations. Goals include improving relationships with tenants and customers. Strategies involve filling empty storefronts, creating exhibits and events, and utilizing various media for advertising. The document includes sample surveys, mini plans, a timeline, and budget. It seeks to increase customer traffic and have tenant support for upcoming changes at the mall.
This document outlines a business plan for a new handbag brand called "P@n$#! Handbags" in India. It discusses the major players in the Indian handbag market and market research showing increasing demand. The objectives are to make Indian women look classy and trendy while being a loyal handbag brand. A SWOT analysis and marketing mix are presented, targeting college girls, housewives, teens and working women. The plan discusses product segmentation, positioning, differentiation and marketing channels. Budgets are outlined for equipment, furniture, and total capital and means of financing.
The document provides an overview of Candie Cordova's academic and professional accomplishments in the fields of visual merchandising, fashion marketing, and photography. It then details several of her projects, including visual floorset designs, photo shoots, and analyses of spring/summer fashion trends for 2017-2018 that incorporate Native American influences. The document serves to showcase Candie's portfolio and experience across multiple areas of the fashion industry.
The document discusses the importance of considering all brand touchpoints and their different priorities and needs. It emphasizes that every touchpoint influences brand perception in some way, so each one needs to reinforce a positive message. Neglecting a single touchpoint can immobilize the entire brand like getting a flat tire. Key touchpoints discussed include end customers, stockists, media, staff, competitors, and professional advisors. The brand must deliver personal benefits to all touchpoints to create overwhelmingly positive effects on business and sales.
JD conducts market research to determine the best locations for new shops. They seek busy areas in town centers or shopping areas to gain more attention than non-busy locations with smaller populations. Locating near similar shops allows for competitive marketing opportunities. JD collects customer information through in-store surveys, focus groups, and interviews to understand shopping behaviors and develop popular products for specific age groups and genders. They promote through football club sponsorships, magazine advertisements, bus banners, TV, radio, email campaigns with celebrity partnerships and competitions, and social media like Facebook and Twitter to interact directly with customers, especially youth.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise stimulates the production of endorphins in the brain which elevate mood and reduce stress levels.
This document provides an inventory of furniture by fabric type and item. It lists various fabrics like white vinyl, black vinyl, red vinyl, distressed leather, ivory Calvin, platinum Calvin and more. For each fabric, it outlines the item names and quantities like sofas, loveseats, benches, ottomans and seating pods available in that fabric. The inventory contains over 50 furniture items and fabrics.
This document discusses electrostatics and defines key concepts in the field. It begins by defining electrostatics as the branch of physics dealing with charges at rest and their properties. It then provides a brief history, noting that static electricity was first observed by Thales of Miletus in 600 BC and that William Gilbert published the first systematic study of electrostatics in 1600. The document goes on to define concepts like electric charge, fields, dipoles, and flux, and laws such as conservation of charge and Gauss's law.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
1. The document discusses various wave optics phenomena including interference, diffraction, and thin film interference.
2. Key concepts covered include the Michelson interferometer, conditions for constructive and destructive interference, single and double slit diffraction experiments, and how thin films can produce interference patterns based on their thickness.
3. Examples are provided to demonstrate how concepts like wavelength can be measured using interference patterns from double slit experiments.
Janie Cel B. Menancio is seeking new challenges and responsibilities in her career. She has worked as a secretary for Caliraya Builders in Pagsanjan, Laguna since November 2014. She obtained a Bachelor of Science in Information Technology degree from Union College in Sta. Cruz, Laguna in 2014. Her skills include networking, following instructions with minimal supervision, Microsoft Office, and computer repair. She provides Mrs. Christianne Gonzales and Mr. Rogelio Caluza as character references from Union College.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document outlines an integrated marketing communications plan developed by Dwight, Bentel and Hall Communications for JCPenney to increase their market share among women aged 25-34. Research found this target market sees JCPenney as "boring, outdated, and low quality" so the plan positions JCPenney as a shopping destination that understands individual styles through a "because you're you" campaign. The campaign aims to change misperceptions of JCPenney and increase sales among the target market through strategic media placements, public relations tactics, and creative executions.
This campaign aims to increase JCPenney's market share among females ages 25-34 by positioning the brand as the solution to "the hunt" for quality items at affordable prices. Research found that modern moms value convenience and deals. The campaign will show how JCPenney satisfies the thrill of the hunt without hassle by having all needed items. Advertising will build an emotional connection and confidence in JCPenney to make it a top consideration. The tagline "The hunt ends here" communicates the ease of shopping at JCPenney.
This document provides an overview and situation analysis for a campaign to shift brand interest from PINK to Victoria's Secret for the 18-24 year old demographic. Research identified a gap between the brands that the campaign aims to close. Primary research including 30 interviews informed insights about the target audience. The analysis identifies Victoria's Secret's strengths in brand awareness and market share but also weaknesses in body perception and costs. Opportunities include distinct branding and marketing for PINK and Victoria's Secret, as well as diversifying models and products. Threats include more affordable options from competitors. The campaign will focus on differentiating high quality products and creating an environment that makes 18-24 year olds want to shop the Victoria's Secret brand.
This document contains a marketing campaign proposal for Mary Kay to target female millennials in the US. It begins with an executive summary that outlines the challenge of Mary Kay's lower market share among female millennials compared to competitors. The proposed "Your Connection to Confidence" campaign aims to reposition Mary Kay as a contemporary brand and increase awareness, market share, and enrollment of new Independent Beauty Consultants among the target age group. The rest of the document includes research findings on consumer trends and competitors, as well as details of the proposed strategy, creative approach, and media plan to implement the campaign.
Mary Kay Cosmetics - "Because We Know You" Campaign BookJillian Koehnken
For my Intro to Strategic Communications class, we created a strategic communications marketing plan for Mary Kay Cosmetics. My team, Refresh Media, created the "Because We Know You" campaign to stress the importance and value of Mary Kay's Independent Beauty Consultants (IBC). IBC's help people achieve their perfect look to feel confident both inside and out.
The document provides an overview of a marketing campaign created by CHOMP Agency for Mary Kay to target millennial women aged 18-25. Extensive research was conducted, including surveys, focus groups, and interviews. Key insights found that the target market perceives Mary Kay as outdated, expensive, and inaccessible. The campaign's big idea is for Mary Kay to provide "stepping stones" for young women to grow into successful adults. The strategy is to change negative perceptions of Mary Kay by making the brand more relatable and transparent through the tone "Let's Be Real". The execution includes rebranding elements of Mary Kay to appeal more to millennials and featuring a celebrity endorsement.
Forever 21 is a major American fast fashion retailer known for providing trendy styles at affordable prices. It currently operates over 500 stores worldwide. This document outlines Forever 21's history, brand identity, target customers, competitors, cultural and fashion trends, and proposed plans to launch an activewear line. The line aims to attract young customers on a budget by delivering trendy, affordable, and functional activewear inspired by current styles blending athletic and casual looks. A six-month buying plan and assortment plan by size are also presented.
This document presents a marketing campaign plan by the Texas Advertising Group (TAG) for JCPenney to target females ages 25-34. TAG aims to increase JCPenney's sales to this demographic by $210 million over one year through an integrated marketing campaign. The $100 million campaign will utilize the existing brand positioning of "We make it affordable, you make it yours" across various traditional and non-traditional media touchpoints. It will focus on the emotional bond customers feel with retailers and the stories they create based on their experiences. TAG conducted extensive primary and secondary research on the target demographic and believes this campaign utilizing creative, media, partnerships and digital/in-store experiences can successfully deliver the $210 million
Insight Fuelled Shopper Marketing - Engage Shopper MarketingMerlien Institute
This document provides information about the Insight Valley Asia 2013 conference on May 16-17 in Bangkok, Thailand. It discusses topics that will be covered at the conference including understanding shopper behavior, integrating marketing approaches, defining consumption opportunities, and promoting brands effectively in stores. The conference aims to help consumer goods companies identify growth opportunities and savings through the application of shopper marketing insights.
JC Penney is targeting women ages 25-34 with a new advertising campaign. Over the last decade, JC Penney has worked to centralize operations, renovate stores, and increase their digital presence to appeal to modern consumers. However, declining sales and profits in recent years are partly due to economic recession. The target demographic of women 25-34 are more likely to use social media than older women, but still prefer direct mail over email ads. JC Penney aims to increase brand demand by creating ads that position the brand in a social setting or offer shopping contests.
This document discusses the opportunity for an activewear brand called Active22 that targets plus-sized women. It notes that plus-sized women represent a large portion of purchasing power in the activewear market but have difficulty finding styles they want. The document outlines Active22's goals to attract 25,000 members in its first year, partner with 400 fitness studios, and generate $1.41 million in revenue by focusing on strong branding, empowering customers, and filling an unmet need for plus-sized activewear options.
This is a brief introduction and summary to marketing to the female economy, includes a case study which segregates the different segments in the female economy, successful campaigns to the female economy, opportunities and advice for marketers in the female economy
Talk presented at the LuxePack New York show, May 2016. It looks at how the oft-quoted “Lipstick Effect” is only half true in today’s new luxury consumer market, as the status and prestige motivation for buying luxury brands is giving way to new drives and desires to buy luxury goods, most especially beauty.
Today’s affluent consumers are driven my new needs and desires to trade up to luxury brands, desires like:
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Luxury of Discovery (Spread the word): Thrill of discovery anchors brand’s most powerful marketing tool — Word-of-mouth
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This white paper explores each of these new luxury drivers and profiles brands that are using each to connect with today’s most profitable customers — the affluent.
The message: Luxury is a mindset, not a brand or a price point.
I worked as one of the creatives on Boston University's team for the National Student Advertising Competition (NSAC). We created a campaign for Mary Kay Cosmetics. This is the plans book for the campaign.
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The campaign strategy focuses on positioning Mary Kay as a contemporary brand for female millennials through a three-part media strategy. The campaign aims to increase brand awareness, market share, and enrollment of new Independent Beauty Consultants among 18-25 year old females. It will emphasize that Mary Kay provides personalized cosmetic experiences and builds confidence through an accessible, supportive community.
The document discusses key concepts in marketing including:
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2. The marketing process involves understanding customer needs, designing a customer-driven strategy, capturing value from customers to create profits, and constructing a marketing program to deliver superior value.
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This document provides a marketing proposal for Mary Kay Cosmetics. It includes research on the target demographic of 18-25 year old women and identifies opportunities to increase consideration and market share among this group. A creative strategy is proposed that focuses on playful, eye-catching executions across various media channels, including social media, print, mobile and video. The goal is to change the perception that Mary Kay is only for older women and position it as a brand that empowers self-expression for the target demographic.
3. JCPenney asked O-STATE Advertising to develop a $100 million integrated marketing
communications campaign that:
· Acquires female customers ages 25-34
· Retains female customers ages 25-34
· Increases shopping frequency among female customers ages 25-34
· Grows share of wallet among female customers ages 25-34
O-STATE started with research to better understand women 25-34, their perceptions of
JCPenney and the best ways to reach them. Primary research revealed these women have
always been strong, smart and bold. Ever since they were little girls, they have had big
dreams for their future. JCPenney can help fulfill these dreams because it has everything
from stylish professional apparel to trendy home goods. However, the target has a skewed
brand perception and is unaware of what the store offers.
Inspiring media channels, captivating creative and interactive promotions and public relations
change their perceptions and tell women 25-34 it’s You and JCPenney, Together Against
the World. This powerful tagline tells women JCPenney is there to work with them to fulfill
their dreams. The slogan wins women’s approval and tugs at their hearts, while shifting their
negative brand perception of JCPenney to a positive, more aggressive one.
O-STATE’s campaign positions JCPenney as the target’s solution to fulfilling their dreams.
Images of strong, empowered female designers featuring snapshots of their childhood show
the target that JCPenney understands they have always aspired to be strong, smart and
bold. A national partnership with Girls Incorporated supports this position and creates a
philanthropic movement at the core of the campaign.
O-STATE’s powerful campaign meets the objectives JCPenney outlined, expands the budget
by more than 50 percent and creates more than 33 billion impressions. Every facet of this
campaign is monitored on a daily to weekly basis to confirm its efficiency and effectiveness.
EXECUTIVESUMMARYTOGETHERAGAINSTTHEWORLD
O-STATE feels confident our campaign is
the best solution to JCPenney’s problem
and delivers the results JCPenney needs.
Thank you for this amazing opportunity.
Sincerely,
Lisa Watkins
Account Manager
O-STATE Advertising
TOGETHERAGAINSTTHEWORLD 1
4. INVESTIGATIONSITUATIONANALYSIS
YOURRETAILDESTINATION
JCPenney has provided American shoppers excellent products and services, and
outstanding customer service since 1902.1
James Cash Penney founded a small-goods
store originally named The Golden Rule in Kemmerer, WY. The name was changed to
JCPenney in 1913.
JCPenney is headquartered in Plano, TX, and employs about 150,000 sales associates
nationwide.2
With more than 1,100 department stores in the United States, JCPenney
locations are freestanding, and anchored in malls and strip centers. About half of these
locations are within rural markets, which have populations of less than 50,000.3
JCPenney employs one of the largest, state-of-the-art supply chain networks in the United
States.4
It moves 2 billion items per year throughout 21 centers across the country. This
chain network allows merchandise to be managed and controlled efficiently through every
stage of the distribution process.
VARIETYOFMERCHANDISE
· Clothing for women, men, teens,
kids, babies
· Shoes
· Handbags and accessories
· Jewelry and watches
· Home Store
· Make-up, including Sephora
VARIETYOFSERVICES
· Salon services
· Portraits
· Optical
· Bridal
· Custom home decorating
STRENGTHS
· Brand longevity
· High customer service
satisfaction
· Known for sales and value
· Variety and quality of services and
goods
· JCP Rewards
WEAKNESSES
· Lack of brand meaning within
target market
· Lack of established visual hook
· Skewed brand perception
OPPORTUNITIES
· Interactive website
· Rural market presence
· Mall presence
· Social media
THREATS
· Department stores
· Supermarket-style stores
· Boutiques
· Competition has more
memorable advertising
· Weak economy
· Thinning customer traffic in malls
2 O-STATEADVERTISING
5. JCPenney advertisements are seen on television, in newspapers and magazines, and social
media websites, such as Facebook, Twitter, YouTube and an iPhone application.5
INVESTIGATIONADVERTISINGHISTORY
JCPENNEYEXPERIENCE,2006
· Largest branding campaign in the history of the company
· Included a 15,000 square-foot, virtual pop-up store in Times Square that showcased
a large, red box that referenced the JCPenney logo and the slogan, “It’s All Inside”6
EVERYDAYMATTERS,2007
· Highlighted product offerings apart from apparel and accessories for the first time7
STYLE,QUALITYANDPRICEMATTER,2008
· Demonstrated to consumers JCPenney was changing
NEWLOOK.NEWDAY.WHOKNEW!,2010
· Launched during the Academy Awards. It features three segments:
· New look is to show customers new merchandise to see at JCPenney
· New day shows how JCPenney has changed and is not looking back
· Who knew is to inform customers JCPenney is different from what they might perceive
TOGETHERAGAINSTTHEWORLD 3
6. Department
store
Shopping plaza or
free standing
Shopping plaza or
free standing
“The Magic
of Macy’s”
“Expect Great
Things”
Slogans
vary
STORETYPE
SLOGAN
BRANDS
PRODUCTS
Offers celebrity
brands
Exclusive brands at
lower prices
Unique, artisan
clothing
REGISTRIES Wedding Wedding, baby, gift Varies
SPECIALTY
STORES
JCPenney’s main competitors include other department
stores and supermarket-style stores that offer one-stop
shopping.8
O-STATE considers boutiques and fashion specialty
stores as other competitors of JCPenney.
INVESTIGATIONCOMPETITION
JCPenney offers a variety of quality merchandise at lower
prices through discounts and JCPRewards, while competitors
typically offer only one of these. JCPenney provides similar baby
and wedding registries to the competition.
4 O-STATEADVERTISING
7. INVESTIGATIONRESEARCH
O-STATE began our research by reviewing the case study, visiting JCPenney’s stores and
website and those of its competitors’, reading customer reviews and articles, and utilizing
other syndicated research sources. We developed a better understanding of the women in
our target audience, their shopping preferences and habits, and of JCPenney and its
competitors.
O-STATE used the following methods to conduct primary research:
INTERVIEWS
O-STATE spoke to sixty-two women in various markets to better understand their shopping
preferences and behaviors. Interacting face-to-face with the target allowed for the
opportunity to speak freely, which gave O-STATE a more personal perspective. These
women told us they aspire to be strong, empowered women, and they want their clothing
and images to reflect these desires. Being strong and smart means dressing well at a
reasonable price.
FOCUSGROUPS
O-STATE conducted numerous focus groups in different-sized markets to develop
an understanding of how the target market feels about shopping and JCPenney. Thirty-six
women of varying demographics, including marital status, jobs and children, shared their
strong opinions and spoke passionately about their shopping desires. Participants created
and discussed the collages representing their “dream” department stores. The collages
represented retail concepts with bold styles and fashion that can be found in a welcoming
atmosphere.
SURVEYS
O-STATE collected hundreds of survey responses from women 25-34 in 27 states. The
survey respondents are demographically similar to the nation as a whole. About 85 percent
were white and 50 percent were married with an average income of $57,000. About
two-thirds of the sample did not have children, 18 percent had one child and 13 percent had
two. The surveys allowed O-STATE to gather representative data about shopping
preferences, media habits and JCPenney brand perception.
GOALS
· To discover where women 25-34
shop
· Differentiate between JCPenney
shoppers and non-JCPenney
shoppers
· Understand what drives their
purchase behavior
· Learn how to reach women
25-34 effectively
· Understand how these women
perceive JCPenney and its
competitors
TOGETHERAGAINSTTHEWORLD 5
8. INVESTIGATIONKEYFINDINGS
SURVEYS
· More than 50 percent of JCPenney stores and shoppers are in
rural markets
· Women in rural areas are no different than women living in cities
when it comes to fashion
· Shopping preferences aren’t solely based on demographics;
personality influences shopping behavior as well
· Majority of respondents look to the actual store or store
displays for information about clothes and household items
· Women most likely to be JCPenney shoppers are seeking
fashion at a good price
FOCUSGROUPS/INTERVIEWS
· Women felt like JCPenney was their grandmothers’ store
from personal experiences and irrelevant advertisements
· These women enjoy finding bargains and putting them
together to make a fashionable outfit
· Participants’ shopping habits and frequency have
decreased significantly since college and early
career years
· These women no longer pay close attention to brands
· Participants prefer small boutique and specialty stores
· Most of the women were in-and-out shoppers and liked
the concept of a one-stop shopping experience compared
to shopping at a mall
· Participants receive fashion advice from their peers and
from magazines
· Participants were surprised to learn that the products
incorporated into their dream collages resembled the
atmosphere in JCPenney
Women designing their dream department store at a focus group in Tulsa, OK.
POSITIONING
O-STATE understands that women 25-34 are a bold,
complex target who seek a brand that appreciates their
desire to express their strength and independence.
O-STATE also understands JCPenney offers stylish
merchandise at an affordable price that gives these women
the opportunity to have what they’ve always wanted.
O-STATE arrived at our positioning statement:
You and JCPenney, Together Against the World.
This positions JCPenney to start a movement empowering
our target that their aspirations can become reality.
6 O-STATEADVERTISING
9. INVESTIGATIONTARGETAUDIENCE
The women in our target aspire to dress fashionably and make intelligent buying decisions.
They have a strong sense of personal style yet enjoy the thrill of getting a good deal, and
they take pride in putting together high-fashion outfits without paying designer prices.
The women most likely to be JCPenney shoppers are smart, bold and empowered women.
She is smart because she knows looking good doesn’t mean spending a lot of money. She
is bold because she has her own sense of style. She is empowered because she can
accomplish both with JCPenney.
JCPenney is the store for these savvy women and empowers them with everything it offers.
DEMOGRAPHICS
· Female
· Ages 25-34
· Married or single
· With or without children
· Live in urban or rural areas
· Median income of $50,000-$75,000
· Generation X and Generation Y
MEDIATRENDS
· Heavy Internet and social media users
· Heavy online TV viewers, primarily
primetime viewers for traditional TV
· Enjoy interacting with advertisements
· Prefer advertising that relates to their
situations or that makes them feel good
about themselves
TOGETHERAGAINSTTHEWORLD 7
4936856/lisegagne/iStockphoto
10. O-STATE learned women 25-34 are of a
distinctive personality who wear a variety
of shoes, ranging from the heels of a bold
business woman to the fashionable flats
of a socialite. Their inner voices have
become louder and stronger since
childhood.
Our target knows what she wants, how to
get it and truly believes she deserves to
make her dreams a reality. This is shown
through her strong personal style, which
she expresses without spending a
fortune. JCPenney understands and
works with these women to make it
possible.
You and JCPenney, Together Against the
World demonstrates this idea in a
forward-thinking and empowering light,
truly resonating with the target.
OBJECTIVE
O-STATE’s campaign informs the target that JCPenney is putting women’s dream lifestyles,
whatever they may be, at their fingertips. This empowering message inspires the target to
shop at JCPenney, increasing market share among women 25-34.
BIGIDEA
JCPenney empowers women to enjoy the lifestyle they always wanted by providing them
high style at a low price. The tagline is You and JCPenney, Together Against the World.
CONCEPT
Our advertising illustrates the transformation of childhood dreamers into the powerful female
designers behind exclusive, affordable brands at JCPenney. These women fulfilled their
childhood aspirations and became the empowered, bold women working with JCPenney.
PURPOSE
The goal of O-STATE’s advertising is to own the position that JCPenney gives power to
women with merchandise at an incredible value. This approach differentiates JCPenney
from competitors through a message that is unique and meaningful to the target.
JUSTIFICATION
Empowering the target through value is a position no competitor of JCPenney has done.
The message stays connected to JCPenney as a distinct selling proposition while fitting
in the scope of the JCPenney brand. We utilize the industry trend of starting a movement
through the innovative message of empowering women. We want women to understand
their dreams are possible with JCPenney. Our tagline You and JCPenney, Together Against
the World illustrates that these women and JCPenney are working together to overcome
obstacles and fulfill their dreams.
INSPIRATIONCREATIVE
8 O-STATEADVERTISING
11. HEADLINES©
Articulate meaning behind visual elements.
PRODUCT&PRICE
Visually displays high
style at a low price.
LOGO
Connects target to JCPenney,
exclusive brand & Girls Inc.,
Together Against the World.
ProjectEmpower.com
WEBSITE&QRCODE
Interactive element drives the
target online to view brands.
Website creates awareness of
Project Empower.
LITTLEGIRL&BIGGIRL
Visually displays a girl’s
dream made reality.
COLORBAR
Unifying element in all
executions, giving campaign a
seamless look and feel.
Years ago, I found my style.
Now, let me share it with you.
Penelope Cruz has always had an
eye for fashion. Just like you, she
turned to magazines for inspiration.
She now works with her sister to
turn their style dreams into unique
fashion pieces. Now available
with MNG by Mango, the brand is
exclusively for you at JCPenney.
you and
together against the world.
INSPIRATIONANATOMYOFANAD
$39.92
TOGETHERAGAINSTTHEWORLD 9
12. INSPIRATIONPRINTADS
projectempower.com
$39.92
Penelope Cruz has always had an eye for fashion. Just like you, she turned
to magazines for inspiration. She now works with her sister to turn their
style dreams into unique fashion pieces. Now available with MNG by
Mango, the brand is exclusively for you at JCPenney.
Years ago, I found my style.
Now, let me share it with you.
you and
together against the world.
O-STATE spotlights five beautiful and
empowered designers behind some of
JCPenney’s exclusive brands in our print ads.
These ads show our target that they can
achieve their dreams. Regardless of age, any
woman can become what she has always
aspired to be.
Penelope Cruz’s print ad is also translated
into Spanish to appeal and connect with
JCPenney’s Hispanic market as show below.
usted y
juntos contra el mundo
Penelope Cruz siempre ha tenido un ojo para la moda. Así Como usted,
Penelope usaba las revistas para la inspiración. Ahora trabaja con su hermana
para transformar sus sueños de estilo a pedazos extraordinarios de moda.
Ahora disponible con MNG por Mango, la marca es exclusivamente para usted en
JCPenney.
Hace años encontré mi estilo, ahora
permitió que lo comparta contigo.
$39.92
projectempower.com
SPANISH:
10 O-STATEADVERTISING
13. you and
together against the world.
Michelle Bohbot was born creative. Now all grown up, her creativity springs
off the art on her canvas and onto clothes in your closet. At these prices, you
can have your own wearable art collection. It’s uniquely Bisou Bisou, and it’s
exclusively for you at JCPenney.
$16.99
I used to create art for fun.
Now, I create art for fashion.
projectempower.comyou and
together against the world.
$64.00
Like you, Cindy Crawford has a strong sense of self. Her driven personality turned her
supermodel dream into reality. Now, she’s using her success to bring style to your
home. It’s where inspiration meets personal taste, and at these prices you really can
have it all. It’s fabulous Cindy Crawford Style, and it’s exclusively for you at JCPenney.
I used to play dress up.
Now, I play designer.
projectempower.com
INSPIRATIONPRINTADS
Many of JCPenney’s exclusive brands have inspiring women
behind them. O-STATE chose two designers with comparable
amounts of notoriety, Cindy Crawford and Penelope Cruz, to
amp up the style appeal of their respective brands. We also
chose to highlight Michele Bohbot, the artistic designer of
BISOU BISOU, a line exclusive to JCPenney. TOGETHERAGAINSTTHEWORLD 11
14. you and
together against the world.
Chloe Dao never imagined how far her fashion would take her. Chloe got her start
sewing clothes for her seven sisters before catapulting into her career as a talented
new designer. Now, JCPenney brings her fashion to you. LOT 8 exclusively for you
at JCPenney.
Carefree spirit
then, carefree
style now.
$119.99
projectempower.com
you and
together against the world.
Recognize her style? Kim Myles hosts her own interior decorating show, Myles of Style. After competing
against other designers, she won this position and turned her designing dreams into reality. Now, JCPenney
empowers her to give bold home décor to women who know how to find the perfect home accessory. At
these prices, you can make over your entire abode. Myles of Style, exclusively for you at JCPenney.
$114.99
I used to style playhouses.
Now, I style real houses.
projectempower.com
INSPIRATIONPRINTADS
Chloe Dao and Kim Myles are O-STATE’s suggestion for future
partnerships, appealing to our Asian and African-American
markets.
12 O-STATEADVERTISING
15. INSPIRATIONBILLBOARDS
On full-size billboards, large iconic
faces of our beautiful, powerful women
draw the eye and remind consumers
that JCPenney is empowering women
through style at an affordable price.
The tagline, brand and colors used are
consistent with our campaign providing
synergy among all communication
elements.
&Together against the world.
“Iusuallydon’tshopatJCPenney.Thanksto
youshowingmethis,Iwill.”
-LaceyJohnson
CopyTestRespondent
TOGETHERAGAINSTTHEWORLD 13
16. INSPIRATIONDESIGNERSPOTLIGHT :30SPOT
Introducing Michele Bohbot, the empowering designer behind
Bisou Bisou, exclusively for JCPenney. Using her soulful accent and
strong vision of what her line can do for women, she describes how
expressing your personal style makes you feel empowered. And, of
course, it is only at JCPenney that you can have these things.
MB: My name?
Michele Bohbot. I
create lots of things.
Mainly Bisou Bisou for
JCPenney. I love it.
VIDEO: Intimate
close up of Michele
introducing herself
and her line.
MB: Every woman is
so different, yet we all
want the same things.
VIDEO: Continuing
intimate conversation
while only hearing
Michele’s voice.
VO: To look pretty,
to look sexy, to look
stylish. It is very
empowering to have
all those things.
VIDEO: Michele’s
car driving dreamily
down winding road.
Her Moroccan accent
reading copy.
MB: To have it all
without spending a
lot? Ah, we have it
figured out, this is
brilliant.
VIDEO: Arriving at
JCPenney, Michele
takes you around
store, showing off her
designs in the store.
VO: This is what I
love. It’s so smart
you know? Have
everything you want.
VIDEO: Michele
laughing describing
what JCPenney and
Bisou Bisou can do
for you.
Talent
Michele Bohbot: MB
14 O-STATEADVERTISING
MB: It’s Bisou Bisou
at JCPenney, together
with you, against the
world.
SFX: Wind blowing
through trees.
VIDEO: Michele’s car
driving away down
a winding road. JCP
logo, tagline, and
website.
JCPenney.com/BisouBisou
together
against the world.
you and
17. INSPIRATIONTELLMEYOURDREAM :30SPOT
Beautiful and recognizable, two of JCPenney’s most exclusive
designers inspire the target to visit our microsite and let JCPenney
make their dreams come true with Project Empower.
Voiceovers from Cindy Crawford, Penelope Cruz and their younger
selves give different voices to flowing copy. Differentiated text indicates
words repeated in each voice for impact.
Talent
Cindy Crawford: CC
Penelope Cruz: PC
Little Girl: VO
TOGETHERAGAINSTTHEWORLD 15
VIDEO: Cindy talking
intimately to camera.
CC: Attention all
ladies out there who
ever had a dream,
and imagined that
it’s a reality. All ladies
who style your life the
way you want it, but
always had one
fantasy just outside
your reach.
VIDEO: Penelope
talking intimately to
camera.
PC: It’s your turn to
take the spotlight
because you
deserve it. We’ll fuel it,
we’ll fund it and we’ll
record it for the world
to see. We know you
have ideas, and we
know how messy life
can get.
VIDEO: Close-up of
little girl, her young
voice reading copy.
13348731/Imgorthand/iStockphoto
VO: JCPenney
understands, and we
are here to empower
you like never before.
We are here to make
sure you know that
it’s never too late to
become what you
really want.
VIDEO: Cindy
speaking to camera.
CC: It’s time for you
to tell us your biggest
dream. If it changes
your life, we’ll make it
happen.
VIDEO: Penelope on
balcony speaking to
camera.
PC: Go to Project
Empower.com for
full contest rules to
discover how to enter
and to make your
dreams a reality. You,
me and JCPenney, it’s
us against the world.
SFX: Wind blowing.
VIDEO: Girl twirling,
her young voice
reading copy.
VO: We’re here to tell
you that it is possible.
We’re looking for 10
women who inspire
others every day, but
have an inner purpose
that has been pushed
aside.
12088431/Imgorthand/iStockphoto
together
against the world.
you and
18. ELEVATORSTYLE
These ads give the target the feeling
and desire to walk right into JCPenney.
The ads highlight the changes inside of
JCPenney and get people talking about
new merchandise.
1548990/Adam Radosavljevic/iStockphoto
7958745/Foment/iStockphoto
STALLSTYLE
Restroom ads show the variety of clothes while
reminding the customer to follow the arrows on
the mall floor. They show every woman can have
the empowering style of our designers.
SMALL-FLOORARROWS
Three arrows are dispersed throughout the mall to
lead shoppers to JCPenney. They provide visuals
and prices of what JCPenney offers.
TURN-AROUNDARROW
These are placed in front of Macy’s and other
competitors’ stores to remind customers about
JCPenney and boldly point them in the right
direction.
16 O-STATEADVERTISING
INSPIRATIONMALLDOMINATION
19. SUBWAYDOMINATION
INSPIRATION
Subway domination makes advertisements experiential and allows women
ages 25-34 to become participants with these bold ads. Subway domination
makes JCPenney and its exclusive brands top of mind. Elements throughout
the subway use imagery to display exclusive products from empowered female
designers and show the target the reality of their dreams.
BANGLEWRAP
Pole wraps create a unique way to
display JCPenney merchandise.
The three-dimensional pole wrap
dynamically captures the audience’s
attention. It allows the product to
speak to our target and associate
exclusive brands with JCPenney.
STYLISHSUBWAYS
Customers step into a JCPenney
decorating experience inside subway
cars. Interiors are wrapped to give
the impression of home collections
from our exclusive designers. Women
can visualize themselves in a room
decorated with JCPenney merchandise.
TOGETHERAGAINSTTHEWORLD 17
20. exclusively at
together against the world.
against the
together
&
world.
ILLUMINATESTYLE
An interactive light-box
ad entices the target to
pull on the light chain to
illuminate a stylish lamp.
INSPIRATIONSUBWAYDOMINATION
ENTERTHEREALM
Upon entering the subway
realm, the target is immediately
aware of JCPenney’s presence
throughout the station.
LARGERTHANLIFE
Women are surrounded with
larger-than-life prints of designers
throughout the station. This
is a dramatic reminder of the
exclusive brands at JCPenney
and the powerful women who
created them.
ASCENDING
Before ascending, escalator
graphics of Cindy Crawford’s
face captures and reminds the
target that JCPenney is the store
for bold style.
LIGHT ON
LIGHT OFF
18 O-STATEADVERTISING
21. GOALS
To persuade women 25-34 that JCPenney is their go-to retail destination for apparel,
accessories and home fashion.
O-STATE is focusing on promotional activities at national and rural levels. JCPenney is
empowering the target to be strong with their attitude, smart with their money and bold
with their style within every promotion.
OBJECTIVES
· Drive profitable, sustainable sales growth across all channels
· Tie all promotional activities back to the single concept of empowerment
· Obtain a partnership with an organization that shares similar values as JCPenney
· Improve JCPenney’s brand perception within the target
INTERNALPROMOTION
A successful promotional campaign begins internally. In order to create a cohesive message
throughout all of JCPenney’s stores, an Empowered Associate electronic newsletter is sent
to all JCPenney employees. These newsletters are sent bi-monthly with information on
what’s new with JCPenney and the partnership with Girls Inc. Sales tactics and tips on how
to be strong, smart and bold are also included. As a bonus, every newsletter will periodically
contain a 25-50 percent coupon, which can be used along with the employee discount. This
excites employees to read the newsletter and make a JCPenney purchase.
INTEGRATIONPROMOTIONSANDPUBLICRELATIONS BLOGS
Every week, JCPenney sends
updates about Project Empower,
Project Indulge, Project Refresh,
and Strong, Smart, Bold Women to
blogs that index high with our target.9
Bloggers are interested in adding
JCPenney content as they receive a
50 percent discount on any item each
month.
· My Wedding
· The Pioneer Woman
· Blog Her
· Fashion Bomb Daily
· The Budget Babe
Total Impressions: 22,988,273
“JCPenneyhasneverbeenastore
Ithoughtofasbeingmodern,buttheseideas
makemewanttogocheckitout.”
-KathleenCulver,MedicalSales
CopyTestRespondent
TOGETHERAGAINSTTHEWORLD 19
22. JCPenney is partnering with Girls Inc. This organization focuses on girls’
issues and youth development, while “Inspiring all girls to be strong, smart and
bold.”10
Girls Inc. is a non-profit organization whose roots date back to 1864
during the industrial revolution in response to the new working class of women.
Girls Inc. reaches more than 900,000 girls every year, empowering each one to
reach her full potential by understanding, valuing and asserting her rights.
Girls Inc. offers research-based programs that encourage girls to take risks and
to master physical, intellectual and emotional challenges.11
These programs are
offered in 1,000 locations nationwide. Girls Inc. informs the media about critical
issues facing girls today and educates policymakers on needs that must be
met on local and national levels. This organization empowers girls to use their
voices to advocate for themselves and their communities.
The mission of Girls Inc. resonates with our target because the women in the
target are the essence of strong, smart and bold. JCPenney’s partnership with
Girls Inc. sends the message that JCPenney is not only benefiting the target,
but also the target’s younger self. JCPenney and Girls Inc. cross-promotions
are executed throughout every aspect of the campaign, including promotions,
media and creative. This implementation spreads awareness of JCPenney and
Girls Inc., while increasing financial and social support for the organization.
INTEGRATIONGIRLSINC.
20 O-STATEADVERTISING
23. O-STATE’s mission for JCPenney is to bring women 25-34 into the store, while
encouraging them to continue to be strong with their attitude, smart with their money and
bold with their style. We are using established partnerships to express the successful and
empowered women representing the exclusive brands available at JCPenney.12
· Michele Bohbot of Bisou Bisou
· Penelope and Monica Cruz of MNG by Mango
· Cindy Crawford of One Kiss by Cindy Crawford and Cindy Crawford Style
INTEGRATIONSTRONG,SMART,BOLDWOMENOFJCPENNEY
RECOMMENDPARTNERSHIPS
· Chloe Dao of LOT 813
· Kim Myles of Myles of Style14
These diverse, successful and empowered women are beneficial to
JCPenney’s new image because they are influential designers with
significant fan bases, resulting from their involvement in design
competitions on TV.
COST
$3,000
ADDEDVALUE
$701,875
ADDEDAWARENESS
24,719,931 Impressions
“Ilikehowthiscampaign
looksbeyondtodayand
encouragesyounggirls
tocontinueembracing
whotheyarebecoming.”
-JenniferWheeler, Cosmetologist
CopyTestRespondent
DIGITALVIDEOS
Digital videos uploaded to the microsite,
ProjectEmpower.com, display these women
addressing the significance of aspirations, what
JCPenney means to them and how JCPenney
allowed them to make their dreams come true.
Promote ProjectEmpower.com and videos:
· Facebook
· Twitter
· Blogs
This promotion supports the idea of partnership,
connects with women 25-34, creates
word-of-mouth and improves JCPenney’s brand
perception within the target.
TOGETHERAGAINSTTHEWORLD 21
24. The Project Empower contest is the embodiment of the new image JCPenney is establishing,
which encourages strength, intelligence and confidence. JCPenney is sending the message
that all women have the chance to follow their dreams, regardless of age.
Our target has a sense of discovery.15
Through Project Empower, JCPenney allows these
women to fulfill this trait and their aspirations by entering the Project Empower contest. After
women submit their entries describing their lifelong dream, JCPenney is fulfilling ten dreams,
no matter how big they may be. This promotion creates word-of-mouth as women become
excited about the possibility of winning and fulfilling their dreams.
2012TIMELINE
February 14-May 14: Women register for the contest through the microsite,
ProjectEmpower.com. Contestants submit basic information, including a homemade video
describing an unfulfilled dream. Project Empower Facebook and Twitter accounts are used
for women to share and discuss their aspirations.
June 1-June 10: Women vote online after submissions are narrowed to 30
contestants. This allows the target to decide who wins the $500,000 prize
toward making their dreams become realities.
June 20-June 30: JCPenney announces one of the ten
winners each day. Ten entries receive the opportunity to have
the ultimate prize of experiencing their dreams. JCPenney then
donates $100,000 to a Girls Inc. chapter of the winner’s choice.
These ten women also receive a JCPenney shopping spree to
fully prepare them for their experience. The remaining twenty
contestants receive JCPenney gift cards, ranging from $50-$300.
INTEGRATIONPROJECTEMPOWER
22 O-STATEADVERTISING
15048922/DaydreamsGirl/iStockphoto
25. Ten winners blog about their excitement of winning and their shopping
spree at JCPenney. They express their plans to prepare for their
adventures and blog during the process. Afterward, the winners explain
how this experience empowered them and express words of gratitude
toward JCPenney. Facebook and Twitter Project Empower accounts allow
women to become socially involved with the project and drive them to the
microsite. JCPenney is giving the winners flip cameras to document their
experiences, so other women can follow their adventures. These videos
are accessible on ProjectEmpower.com and Project Empower social
media sites, including YouTube channels.
REASONING
Project Empower shows the target that JCPenney understands all women
have ambitions and unfulfilled dreams. This promotion successfully fulfills
these aspirations in multiple ways. O-STATE found in focus groups that
these women want companies to take action to help their communities,
along with their budgets. This shows women how JCPenney supports its
partnership with Girls Inc. by sharing their aspirations online and entering
the contest. Participants benefit personally by receiving a feeling of
empowerment by having their dreams fulfilled. Furthermore, the women
also find fulfillment by giving back to the community through the donation
to the local Girls Inc. chapter of their choice.
INTEGRATIONPROJECTEMPOWER
COST
$11,006,000
Gift cards for the 20 winners: $1,000-$6,000
Donation to Girls Inc.: $1,000,000
Ultimate prize: Up to $10,000,000
ADDEDVALUE
$27,731,145
ADDEDAWARENESS
13,543,691,142 Impressions
15563203/YinYang/iStockphoto
TOGETHERAGAINSTTHEWORLD 23
26. COST
$52,800
Bottled Water (2,000 a month per store)
22 cents
ADDEDVALUE
$4,317,167
ADDEDAWARENESS
29,048,211 Impressions
Project Refresh promotes a healthy option for women as they shop at
JCPenney. The top 10 urban JCPenney stores are offering Project Refresh
every Saturday, which provides shoppers with a coupon on the back of a
bottled water. This project ties all of the promotions together by increasing
traffic and sales while driving customers to ProjectEmpower.com. It
also spreads awareness of Girls Inc. as members from local chapters
distribute free bottled water in stores. The personal encounter with a Girls
Inc. member shows consumers whom they are benefiting by shopping
at JCPenney. Customers scan bar codes on Project Refresh bottles at
checkout or at Find More Kiosks16
located in JCPenney stores to discover
a 10, 20 or 30 percent discount.
These women take social responsibility seriously and expect companies
to do their part in helping the community as well.17
Customers have the
option to make a donation to the local Girls Inc. chapter and recycle the
bottles at checkout or at the door when leaving JCPenney.
Project Refresh provides an interactive and fun shopping experience for
our target who is apt to purchase more when items are at a discounted
price. It also encourages a healthy lifestyle, which these women value.
INTEGRATIONPROJECTREFRESH
8815789/Kyoshino/iStockphoto
24 O-STATEADVERTISING
27. O-STATE discovered in focus groups that women 25-34 enjoy being pampered. Therefore,
JCPenney is hosting after-hours events Feb. 4, 2012, and May 26, 2012, in the top 100 rural
JCPenney stores. These events create a personalized and relaxed social environment for
women to indulge themselves in an ultimate shopping experience while enjoying refreshments
and fashion advice.
JCPenney is sending news releases to local newspapers in every location Project Indulge
occurs as well as alerting selected bloggers. JCPenney is sending e-mail invitations to
JCPRewards members, but all women are welcome to sign-up for the events in JCPenney
stores and at ProjectEmpower.com.
SCHEDULE
8 p.m.—doors open for guests to treat themselves to cupcakes, champagne, Starbucks
coffee and Project Refresh bottled water.
8:30 p.m.—presentation focusing on trend reports, personalized-style tips and awareness of
Girls Inc. A sneak peak highlighting Project Empower is shown at the Feb. 4, 2012, event.
9 p.m.-10:30 p.m.—guests are free to shop the store. JCPRewards members receive 20
percent off final purchases. Other guests receive a 10 percent discount and an opportunity to
join JCPRewards.
INTEGRATIONPROJECTINDULGE
COST
$154,000
Price per store: $770
ADDEDVALUE
$4,247,763
ADDEDAWARENESS
26,075,073 Impressions8582080/lisegagne/iStockphoto
JCPenney is donating 10 percent of all sales to
Girls Inc. This promotion enhances the in-store
experience, increases the presence of the rural
market, and delivers an exciting and interactive
experience for the target.
TOGETHERAGAINSTTHEWORLD 25
28. GOAL
O-STATE’s media goal is to create an effective and meaningful plan targeting women 25-34
with secondary plans focusing on women living in rural markets and Hispanic women 25-34.
OBJECTIVES
O-STATE uses the budget in a creative and efficient way using JCPenney’s exclusive brand
partnerships for co-op advertising. This enhances our budget and provides added value and
awareness. This also develops new partnerships and creates opportunities with current
partners.
O-STATE is implementing a cost-effective media schedule that reaches 90 percent of the
target audience a minimum of nine times during peak advertising periods.
Advertisements are nationwide with a special emphasis in top rural DMAs containing the
highest population of our target and the highest number of JCPenney locations.
National media run year-round in a flighting pattern with increased pressure during
heavy retail seasons: spring, back to school and holidays.
STRATEGIES
· Television: network, cable network
· Print: People, Parents, Brides,
Cosmopolitan, Glamour, Siempre Mujer,
Ser Padres
· Digital: NBC.com, Abc.com, Hulu.com,
Univision.com
· Keyword: Google, Yahoo!, Bing
· Mobile: iAd text alerts
· Outdoor: regional subway domination,
billboard bombard
· Non-traditional: regional stylish stalls,
elevator exclusives, floor graphics
INFILTRATIONMEDIAPLAN
5354071/rzdeb/iStockphoto
26 O-STATEADVERTISING
29. PRINT
Full-page, four-color ads and fourth covers run in fashion and
lifestyle magazines that index high against our target.18
Each
issue runs one full-page, four-color ad, while three issues
include one full-page, four-color ad with a fourth cover. Ads in
People run in 14 issues.
ONLINETELEVISION
:15 and :30-second spots run on Hulu.com, NBC.com and
ABC.com during shows and movies our target watches
frequently. These spots run during premieres and series
debuts. We purchase long-form ad units that allow
1 minute 50 seconds of our creative message to be viewed.
In exchange, viewers are allowed an interruption-free version
of their shows.19
These options allow them to decide if they
want to view more of the advertisements.
:15-second spots run on Univision.com during shows most
popular with our Hispanic audience. Univison.com is the
No. 1 website among Hispanics and offers coverage of
TeleFutura and Galavision shows, providing a variety for our
target.20
TELEVISION
:15 and :30-second spots during network primetime and
cable network primetime television create top-of-mind
awareness for JCPenney during the heaviest retail shopping
seasons: spring, back to school and holidays. Primetime is
the best time to reach our target audience during the shows
they watch the most.21
For example, ABC, NBC and FOX for
network television and E! Entertainment, TLC and TBS for
cable network television.
SPANISHPRINT
Two Spanish magazines are included to reach JCPenney’s
Hispanic market. These publications reflect our target’s
personality and index high.22
Included are full-page, four-color ads and covers in Ser
Padres, the Spanish version of Parents, and Siempre
Mujer. Each magazine runs two full-page, four-color ads,
while three issues include two full-page, four-color ads with
a back cover.
INFILTRATIONPRINT/TELEVISION
TOGETHERAGAINSTTHEWORLD 27
30. ELEVATOREXCLUSIVES
Elevator ads are in the top 10 rural and urban markets. In urban markets,
the main two elevators in use within the top two malls display these ads.
In rural markets, one elevator advertisement in the mall is displayed. The
graphics rotate every month throughout the six months providing variety
and allowing upkeep.
STYLISHSTALLS
Restroom stall ads are in the top 10 cities in the urban and rural markets.
An advertisement is on the back of each stall door in six restrooms per city
in urban markets and three restrooms per city in rural markets in locations,
such as malls, movie theaters, bridal shops and health clubs.
INFILTRATIONMEDIATACTICS
BILLBOARDBOMBARD
Twenty-five billboards are being distributed
nationally: two each in the top 10 urban markets
and one each in the top five rural markets.
The billboards support the image of you and
JCPenney, Together Against the World.
SUBWAYDOMINATION
Subway ads throughout subway stations create
JCPenney domination in the top four urban cities
using this form of transportation. In each, we are
purchasing more than 290 units in each station,
including platform posters, pole wraps, escalator
wraps and escalator boxes.23
FLOORGRAPHICS
Two are located in each mall located in the top
10 urban markets. The floor billboards are year
round and rotate graphics every three months.
This provides variety throughout the year. These
massive graphics generate interest in what
JCPenney has to offer and allows our target to
visualize JCPenney and themselves, Together
Against the World.
URBANCITIES
New York, Detroit, Phoenix, San Antonio,
Miami, Chicago, Cincinnati, Philadelphia,
San Diego, Dallas-Fort Worth
RURALCITIES
San Marcos, TX; Auburn, NY; Myrtle Beach, SC;
Sierra Vista, AZ; Mandeville, LA; Hanford, CA; Naples, FL;
Centerville, GA; Ada, OK
RURAL
URBAN
28 O-STATEADVERTISING
31. JCPREWARDSTEXTS
Text alerts provide discounts for JCPRewards members with
special QR-code coupons every month. To back our
promotion, we are purchasing text alerts to be sent daily to
people who have registered for the contest and drive them
to the microsite to see the daily winner. This increases
activity on ProjectEmpower.com as well as encourages the
target to check their e-mail for updates and discounts.
O-STATE is also sending text alerts in Spanish to better
reach our Hispanic market.
SEARCHENGINES
Our target is constantly online.
O-STATE is using Google AdWords,
Bing and Yahoo! paid keyword search
engines to increase online activity and
drive people to ProjectEmpower.com
O-STATE is using keywords to create
awareness of what JCPenney has to
offer and empowering words to be
associated with JCPenney.
MEDIARECOMMENDATIONS
An application specifically for the
contest is recommended. The
application has updates of new
participants in the contest, and their
videos and stories. It allows women a
more convenient method of voting for
contest entries.
MOBILEMEDIA
iAds reach users around the world in their favorite mobile
applications. iAds combine the storytelling power of TV with
the interactivity of digital. This is convenient for the 53
percent of our market constantly accessing the Internet from
cell phones and those who use Internet coupons.24
iAds
drop from the top of phone screens. While they are on the
application, a banner ad is at the bottom to click. These ads
have a QR code containing coupons for JCPRewards
members or updates about the Project Empower contest.
INFILTRATIONDIGITALMEDIA
Save 15% on your
next purchase.
Code:
24F16Z4Q8AC1
TOGETHERAGAINSTTHEWORLD 29
32. O-STATE combined the art of creative media
outlets with the science of reach and
frequency to develop an efficient and
effective plan.
We take into account the demographics,
psychographics and shopping habits
of our complex target and use these
findings to develop an experiential media
plan that allows interaction across
non-traditional and traditional media.
SMALLMARKET/BIGMARKETSEGMENTATION
We developed a national campaign with emphasis in the smaller markets
because JCPenney has 591 stores in rural markets, more than 50 percent of
the total stores. From this research, O-STATE created a small market, big
market segmentation strategy.
SHOP-TILL-YOU-DROPSEGMENTATION
We segmented the calendar into three key retail-shopping seasons: spring,
back to school and holidays. During these key seasons, O-STATE is
extending the benefits of the traditional media by having promotions occur on
the back end of each media flight. This strategy creates media synergy and
drives customers to JCPenney.
ADDEDAWARENESS
Our plan reaches 90 percent of our target with a nine frequency and
20,299,542,740 gross impressions.
EXTENDINGTHEBUDGET
Our plan generated $20,757,732 in co-op advertising, adding more value to
our plan and dollars to our budget. We are using co-op dollars for possible
contingency opportunities to adjust our plan if needed.
INFILTRATIONMEDIABUDGETBREAKDOWN
30 O-STATEADVERTISING
IMPRESSIONS
Regional Media 213,463,740
National Media 20,086,079,000
Total IMC 13,646,522,630
TOTAL 33,946,065,370
O-STATE’SADDEDVALUE
CO-OPDOLLARS
Television $13,635,000
Print $3,393,982
Outdoor $1,530,450
Digital $1,400,000
Mobile $450,000
Restroom $348,300
IMCAWARENESS $36,997,950
TOTAL $57,755,682
MEDIABUDGETBREAKDOWN
Television 57% $45,450,000
Print 17% $13,575,929
Digital 9% $7,000,000
Non-Traditional 7% $5,466,000
Outdoor 6% $4,508,250
Mobile 4% $3,015,000
TOTAL $79,015,179
TOTALBUDGET
Media $79,015,179
IMC $11,215,800
Production/Contingency $9,769,021
TOTAL $100,000,000
33. 3 10 17 24 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 6 13 20 27 3 10 17 24 Total Cost GRP
TELEVISION
Primetime Network 60 60 60 60 60 60 60 60 60 60 60 60 60 60 60 $25,200,000 900
Cable Network 90 90 90 90 90 90 90 90 90 90 90 90 90 90 90 $20,250,000 1350
TOTAL $45,450,000 2250
PRINT
Brides $920,667 120
Glamour $2,404,040 120
Parents $1,865,750 160
Cosmopolitan $2,624,600 180
People $3,340,472 80
Siempre Mujer $1,011,830 204
Ser Padres (Parents) $1,408,570 255
TOTAL $13,575,929 1119
DIGITAL
Keyword Search
Google AdWords $1,200,000
Bing $1,200,000
Yahoo! $1,200,000
Hulu $600,000
ABC.com $1,000,000
NBC.com $1,000,000
Univision.com $800,000
TOTAL $7,000,000
MOBILE
iAds $3,000,000
JCPRewards Text Alerts
Winner Text Alerts
Spanish Text Alerts
TOTAL $3,015,000
OUTDOOR
Billboards $2,210,250
Subway Domination $2,298,000
TOTAL $4,508,250
NON TRADITIONAL
Restroom Stalls $2,322,000
Floor Graphics $768,000
Elevators $2,376,000
TOTAL $5,466,000
TOTAL COST
$15,000
Aug Sept Oct NovApr JanFeb FebMay Jun Jul DecMar
TOTAL GRPs 3369
$79,015,179
INFILTRATIONMEDIAFLOWCHART
TOGETHERAGAINSTTHEWORLD 31
34. INTERPRETATIONEVALUATIONS
CAMPAIGNEVALUATION
Evaluation is critical to success, and O-STATE’s campaign
is designed to evaluate, measure and make adjustments to
ensure JCPenney is getting results. Our promotions and public
relations, media and creative efforts work together to reach
the target through multiple touchpoints in an engaging and
meaningful way. Ultimately, O-STATE knows this campaign
is successful using JCPenney’s internal data to confirm
JCPenney has:
· Acquired female customers ages 25-34
· Retained female customer ages 25-34
· Increased shopping frequency among current female
customers ages 25-34
· Grew share of wallet among current female customers ages
25-34
Digital media not only allow for constant measurement, but
also provide ways to collect information about our customers.
· microsite
· social media
· iAds
· QR codes
· digital coupons
While our campaign will provide tangible methods of tracking
and increasing the success of the campaign through
analytics and increased sales, the Together Against the World
positioning will go beyond the tangible and work toward
changing the perception of JCPenney among women 25-34.
The partnership with Girls Inc. and Project Empower will help
transform the perception of the JCPenney brand into the retail
store that empowers girls and women to achieve their dreams.
Changing their mindset will provide long-term results for the
brand that are not easily measured in the short-term. Instead of
seeing their grandma’s store, the target will see JCPenney as
an ally in the fight to look good and feel great without spending
a lot of money.
MEDIA
O-STATE is measuring media success weekly. Television is
measured by checking ratings and indices within our target
for the networks and programs we chose. Third parties that
provide the frequency rate at which the highest level of impact
was achieved measures online television as well as exposure
and click rates. iAds use click rates and exposure but provide
in-depth information on users, such as average time spent and
pages viewed. Increase of JCPRewards members driven from
text alerts and mobile media measures success, as well as the
frequency of visits from members and their average spending
amount.
POTENTIALOPTIMIZATIONS
O-STATE recognizes the complex and dynamic nature of the
target and recommends increasing spending among media
channels that prove most effective, while eliminating efforts
with low return:
· Spend contingency funds for alternative media channels if
media prove ineffective or if new media are made available
· Use of alternative social media outlets if website traffic is low
or if new websites are created
32 O-STATEADVERTISING
35.
36. APPRECIATIONTOGETHERAGAINSTTHEWORLD
ACCOUNTEXECUTIVE
Lisa Watkins
MEDIATEAM
Brittney Wandel, Manager
Mary Garcia
IMCTEAM
Carly Kindrick, Manager
Tara Connor
Austin Pettus
CREATIVETEAM
Anna Smith, Manager
Allison Copens
Kayla Hinds
Sarah Moser
PRODUCTION
Angela Hansen, Manager
Raya Greenbaum
EDITOR
Raya Greenbaum
ADVISERS
Dr. Jami Fullerton
Dr. Bobbi Kay Lewis
Professor Roy Kelsey
SPONSORS
Ada Cementing L.L.C.
Ada Drilling L.L.C.
Aimbridge Hospitality
Aimbridge-Rocks
AMC Productions
Coney Island
Conoco Phillips
Gooden-PDQ Inc.
Hinds AG, Inc. Cattle
Hinds Operating Inc.
IBAC
J&M Moser Financial
Jordan Associates
Kindrick & Luther
Laurel Operating Company
Mason & Moon Advertising
McDugald Steele
O’Dell Associates
O-STATE Advertising
OSU Department of Campus Life
OSU Student Goverment
Association
Pettus Construction Inc.
PDQ Consulting, Inc.
Red Rock Bakery & Deli
RK-1 Productions
Rocks & Roots, L.L.C.
Staplegun Advertising
Steele-State
The Gooden Group, Inc.
University & Community FCU
Visual Image Marketing & Branding
Vision Wise
White Peacock Productions
Your Hair Rocks
CONTRIBUTORS
Alyson Hanson
Bill Handy
Cynthia Nichols
Fine Arts Engraving
Hello, Gorgeous
James Mason
Jennifer Bolt
Ken Graham
Michael Bohanan
Norm Grey
OKC Advertising Club
OSU Advertising Club
OSU School of Media &
Strategic Communications
Pearl Owens
Sanders/Wingo
Todd Arnold
Tracy Locke
Traveling Ropes
SOURCES
1. NSAC JCPenney case study
2. NSAC JCPenney case study
3. Census Bureau
4. NSAC JCPenney case study
5. NSAC JCPenney case study
6. JCPenney.net
7. NSAC JCPenney case study
8. NSAC JCPenney case study
9. Quantcast.com
10. Girlsinc.com
11. Girlsinc.com
12. JCPenney.com
13. Lot8online.com
14. Kimmyles.com
15. NSAC JCPenney case study
16. Internetretailer.com
17. NSAC JCPenney case study
18. MRI+
19. Hulu.com
20. Univision.com
21. Nielsen.com
22. MRI+
23. Clearchannel.com
24. NSAC JCPenney case study