The document provides an overview and strategic plan for JCPenney's marketing efforts. It includes sections on objectives, target audiences, strengths/weaknesses, competitive analysis, research findings, marketing opportunities, creative messaging, media strategies, relationship building opportunities, budgets, and metrics. The plan aims to acquire and retain female customers ages 25-34 by creating a new perception of JCPenney that emphasizes style, quality, and affordability.
My first brand strategy tool which covers end to end the brand development spectrum but focuses more on the practical day to day side of branding in a more strategic way. It is less about how brands are developed and more about how brands need to be managed
The 4 E's of Marketing By Christopher Graves, President & CEO, Asia Pacific, Ogilvy Public Relations Worldwide.
A keynote presentation at Ogilvy Verge Singapore
For more information, visit www.the-open-room.com and verge.ogilvy.com.sg
This thinking might help your ad agency or brand to increase strategic value and find the unexpected opportunities.
The good news is that it's simpler to fix than everyone thinks.
Here is my attempt that not only fix the flawed business model of advertising, but reinvent it.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
This presentation was nominated at the Brilliant Presentation Awards 2013. In this slideshow, I brought together key approaches towards insight in advertising creation process. You may learn: why do we need to find and understand consumer insights; what is a consumer insight; why it's so important for brands; how to find real consumer insights; know the pathway towards insight; insight verification; how to be insightful; case studies on insight building.
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
My first brand strategy tool which covers end to end the brand development spectrum but focuses more on the practical day to day side of branding in a more strategic way. It is less about how brands are developed and more about how brands need to be managed
The 4 E's of Marketing By Christopher Graves, President & CEO, Asia Pacific, Ogilvy Public Relations Worldwide.
A keynote presentation at Ogilvy Verge Singapore
For more information, visit www.the-open-room.com and verge.ogilvy.com.sg
This thinking might help your ad agency or brand to increase strategic value and find the unexpected opportunities.
The good news is that it's simpler to fix than everyone thinks.
Here is my attempt that not only fix the flawed business model of advertising, but reinvent it.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
This presentation was nominated at the Brilliant Presentation Awards 2013. In this slideshow, I brought together key approaches towards insight in advertising creation process. You may learn: why do we need to find and understand consumer insights; what is a consumer insight; why it's so important for brands; how to find real consumer insights; know the pathway towards insight; insight verification; how to be insightful; case studies on insight building.
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
Let’s be honest, today It’s getting progressively difficult for brands to stand out and to find and engage customers and employees on a long-term basis.
What people need are brands with an inspiring story that is so remarkable, authentic and lovable that people want to connect themselves to it!
So how do you turn your brand into an inspiring Lovebrand?
The Strategic Designer Brand Strategy Development Workshopdbholston
This workshop takes participants through a nine phase brand development process including discovering the organizations image, the brand vision, the brand perception, brand promise, the brand audience, positioning and brand ROI, brand creative development and communicating the brand to constituents.
Refine your organizations positioning
Learn the methodology for developing a strategic branding
Link your organizations goals to its behaviors
Align stakeholders and build internal support for the brand
(CLICK 'DOWNLOAD' TO DOWNLOAD THE POWERPOINT DECK FOR COMPLETE VIEW OF HIDDEN LAYERS AND SLIDE ANIMATION IN THE PRESENTATION).
Can you 'process' creativity? I think you can, if you clearly know what it is.
Having sat in many advertising conferences and workshops, and listening to many advertising creative gurus using 'esoteric language' to explain a seemingly abstract concept ('creative ideas') here's my attempt at distilling creative ideas and creative thinking into a very simple, logical 'process'.
Note: Advertising Creativity : Before you can create it, you need to be clear about what it is you're creating. This Level 101. ppt deck won't turn you into a creative superstar overnight, but can give you a clear idea of how to get there.
Ps: I'd like to wholeheartedly thank all the generous people on the www, who's names are not mentioned here (and who's work I've blatantly plucked) to create this powerpoint presentation.
My sincerest apologies for my lack of referencing skills.
Brand Box 4 - What's The Big Idea? The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 4 - What's the big idea? 2. Actions from insights 3. Why Innovation? 4. Innovation context 5. Bill Gates 6. Corporate and Social Responsibility 7. Successful Innovation 8. Purpose of creativity 9. Importance of Innovation 10. Importance of Innovation cont. 11. Innovation driving growth 12. Applied Innovation 13. Limitations of accepting status quo 14. Knowledge vs. Creativity 15. Innovation as a habit 16. 5 roles in ideas development 17. The triangle for successful innovation 18. Sources of inspiration 19. Crowd sourcing 20. Where's your suggestion box? 21. What is crowd sourcing? 22. Consumer generated content 23, Share with the masses 24, Generation C(ash) 25 User generated content radar 26. Case study: Smith's "Do us a flavour" 27. Case study: Goldcorp 28. Case study: Mitsubishi 29. Case study: InnoCentive 30. Case study: Wikipedia 31. Case study: the London bombing 32. Innovation tools 33. Scamper 34. Scamper: An example 35. Scamper: Adapt something to it 36. Scamper: Magnify it 37. Scamper: Modify it 38. Scamper: Put it to some other use 39. Scamper: Eliminate something 40. Scamper: Reverse it 41. Scamper Rearrange it 42. Parameter analysis 43. Sensory overload 44. Future casting ideas generation 45. Process review 46. Using experience to drive innovation 47. Innovation platforms 48. The Phoenix checklist 49. The Phoenix checklist cont. 50. Six thinking hats by Edward de Bono 51. Six thinking hats cont. 52. Evaluation methods 53. Potential impact plotting 54. "Yes" reasons
Sampling of the topics covered as part of the one day intensive Coffee is for Closers sales seminar for entrepreneurs. See www.coffeeclosers.wordpress.com for more information
Master's thesis: American Red Cross IMC Campaign ProposalJamie Pachomski
This is the final Integrated Marketing Communications (IMC) plan I submitted as my master’s thesis project on behalf of the American Red Cross. My plan was selected as among the best of three classes and was shared with Peggy Dyer, CMO, American Red Cross.
Let’s be honest, today It’s getting progressively difficult for brands to stand out and to find and engage customers and employees on a long-term basis.
What people need are brands with an inspiring story that is so remarkable, authentic and lovable that people want to connect themselves to it!
So how do you turn your brand into an inspiring Lovebrand?
The Strategic Designer Brand Strategy Development Workshopdbholston
This workshop takes participants through a nine phase brand development process including discovering the organizations image, the brand vision, the brand perception, brand promise, the brand audience, positioning and brand ROI, brand creative development and communicating the brand to constituents.
Refine your organizations positioning
Learn the methodology for developing a strategic branding
Link your organizations goals to its behaviors
Align stakeholders and build internal support for the brand
(CLICK 'DOWNLOAD' TO DOWNLOAD THE POWERPOINT DECK FOR COMPLETE VIEW OF HIDDEN LAYERS AND SLIDE ANIMATION IN THE PRESENTATION).
Can you 'process' creativity? I think you can, if you clearly know what it is.
Having sat in many advertising conferences and workshops, and listening to many advertising creative gurus using 'esoteric language' to explain a seemingly abstract concept ('creative ideas') here's my attempt at distilling creative ideas and creative thinking into a very simple, logical 'process'.
Note: Advertising Creativity : Before you can create it, you need to be clear about what it is you're creating. This Level 101. ppt deck won't turn you into a creative superstar overnight, but can give you a clear idea of how to get there.
Ps: I'd like to wholeheartedly thank all the generous people on the www, who's names are not mentioned here (and who's work I've blatantly plucked) to create this powerpoint presentation.
My sincerest apologies for my lack of referencing skills.
Brand Box 4 - What's The Big Idea? The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 4 - What's the big idea? 2. Actions from insights 3. Why Innovation? 4. Innovation context 5. Bill Gates 6. Corporate and Social Responsibility 7. Successful Innovation 8. Purpose of creativity 9. Importance of Innovation 10. Importance of Innovation cont. 11. Innovation driving growth 12. Applied Innovation 13. Limitations of accepting status quo 14. Knowledge vs. Creativity 15. Innovation as a habit 16. 5 roles in ideas development 17. The triangle for successful innovation 18. Sources of inspiration 19. Crowd sourcing 20. Where's your suggestion box? 21. What is crowd sourcing? 22. Consumer generated content 23, Share with the masses 24, Generation C(ash) 25 User generated content radar 26. Case study: Smith's "Do us a flavour" 27. Case study: Goldcorp 28. Case study: Mitsubishi 29. Case study: InnoCentive 30. Case study: Wikipedia 31. Case study: the London bombing 32. Innovation tools 33. Scamper 34. Scamper: An example 35. Scamper: Adapt something to it 36. Scamper: Magnify it 37. Scamper: Modify it 38. Scamper: Put it to some other use 39. Scamper: Eliminate something 40. Scamper: Reverse it 41. Scamper Rearrange it 42. Parameter analysis 43. Sensory overload 44. Future casting ideas generation 45. Process review 46. Using experience to drive innovation 47. Innovation platforms 48. The Phoenix checklist 49. The Phoenix checklist cont. 50. Six thinking hats by Edward de Bono 51. Six thinking hats cont. 52. Evaluation methods 53. Potential impact plotting 54. "Yes" reasons
Sampling of the topics covered as part of the one day intensive Coffee is for Closers sales seminar for entrepreneurs. See www.coffeeclosers.wordpress.com for more information
Master's thesis: American Red Cross IMC Campaign ProposalJamie Pachomski
This is the final Integrated Marketing Communications (IMC) plan I submitted as my master’s thesis project on behalf of the American Red Cross. My plan was selected as among the best of three classes and was shared with Peggy Dyer, CMO, American Red Cross.
This is a fully-integrated marketing campaign the NSAC team from the University of Houston developed for our client, JCPenney. I acted as Media Director and Lead Presenter.
This is a presentation of how I approach the marketing for a small business. The goal is to create a marketing and sales plan that is effective in attracting your ideal customers in an ongoing consistent way.
How designers and retailers can harness the power of design to differentiate their offer through engaging with customers in more meaningful ways.
In a constantly connected world obsessed with the next ‘update’ or ‘filtered selfie’, customers are seeking experiences that are more meaningful, products that represent their values and brands that create a positive impact on the neighborhood around us. The anti-prototype is a push for more authentic and active spaces where customers can engage with one another. Creating a destination requires a more anthropological approach to store design - one that harnesses the collective strength of retail’s combined disciplines to satisfy our converging lifestyles. This session will explore ways to create localized destinations by unleashing the power of design and transforming the communities where shoppers, workers and students live.
"How landlords, retailers & designers can harness the power of design to differentiate their offer by engaging with customers in more meaningful ways." Presented at the InRetail Summit, Dubai 2016.
In a constantly connected world obsessed with the next ‘update’ or ‘filtered selfie’, customers are seeking experiences that are more meaningful, products that represent their values and brands that create a positive impact on the neighborhood around us. The ‘anti-prototype’ is a push for more localized, authentic, & ‘active’ spaces through which to engage with one another. Our response to this requires a more ‘anthropological’ approach - one that harnesses the collective strength of retail’s combined disciplines to satisfy our converging lifestyles. This session will explore ways in which to connect with people where they live by unleashing the power of design to transform lives in the neighborhoods where shoppers, workers & students live.
Learning Objectives: What can we do to surprise & delight customers? What would an ‘unfiltered’ experience feel like? Is it too late to slow down, re-engage our senses and can a store be a catalyst that creates positive friction in the community? As a result of attending this session, attendees will:
* Discover what makes a destination when so much can be accessed online.
* Learn how to create new forms of intimacy between brand and consumer that feel authentic & real.
* Understand how brands can remain consistent so they do not become diluted as a result of localization.
WE BELIEVE THAT TODAY EVERY BRAND IS FIGHTING TO GET INTO CUSTOMERS' HEARTS, MINDS AND HANDS
WE EXIST TO HELP YOU WIN THE FIGHT
We are Forest Creative. We are the agency for the digital revolution.
When we say full-service, that’s exactly what we mean.
At Forest Creative we have the skills and capabilities in-house to deliver on almost any communications project. From strategy, through to production and delivery, we aim to provide experiences of value, building and maintaining a conversation between people and brands.
This is why we’ve mastered a beautiful composition between Image enhancements to Storytelling. It's not about simply interrupting people. It's about engaging them in the places they're actually paying attention and delivering a compelling message that creates an impact.
That’s why we specialise ‘MARKETING IN THE AGE OF DISTRACTION’
Be it
Brand Development
Corporate Identity Kits
360 Degree Marketing Strategy
Mobile & Web
Social Media Marketing
Interactive Space Design
Retail Store Space Design
Exhibition Space
Visual Merchandising
Corporate Office Theme Design and Events
Email & Content Marketing
Lead Generation
Photography
Explainer Videos
Corporate/Ad films.
On another note, We also specialise in image enhancement, creating value to the photographs/images used for web, advertisements, social media postings and image stocks.
We create amazing results for our (growing) list of pioneering clients. We’re not just an agency, we're a trusted partner.
Get to know us, you won’t be disappointed!
Facebook đã công bố một báo cáo mới xem xét về mối quan hệ của người tiêu dùng với các thương hiệu đã thay đổi như thế nào trong năm qua và điều đó có ý nghĩa như thế nào đối với hoạt động quảng cáo và marketing trong tương lai.
A typically marketing initiative comes into play with the advent of a branding plan to create a connect with customers and develop a faith in them to be able to trust in your brand over your competitors. It is as important a prerequisite to be able to have maximum prospects and then turning them into sales.
8. What we discovered
Sample Focus Group Comments
Positives: When you hear JC Penney what do you think of?
49% Bland
21% Thrifty
Negatives: Would you shop at JCPenney name brand clothing?
68% Yes
26 % Doesn’t matter
6% No
7
12. Creative
Brief
Central Edge Communications Creative
Target Audience
brief
Whether online or in-store, JCP gives
you design, fashion, and quality with an
enjoyable experience. By renewing JCP’s
style indentity we build a sense of discovery
Every Day Matters and affordabliltiy for our customers making
us America’s shopping destination.
To members of our target market, women ages
25-34 and consumers establishing shopping
patterns for the future, JCP is the department
store that gives them design, fashion and quality
with an enjoyable experience. JCP builds a sense of
discovery and a ordablitly as it becomes America’s
shopping destination.
Purpose: to acquire and retain female customers ages 25-34, increase their shopping
frequency, and grow their share of wallet.
Creative oppurtunity: Create a new perception of jcp that incorporates a memorable and
iconic symbol that conumers can identify with in a fun and distictive way.
To remind consumers that you can get “what you want @ jcp”
11
13. Creative
Message
Evolution of a creative concept
Central Edge Take-Away Message - Campaign 2012
“Whether online or in-store, jcp gives you design, fashion, quality and an enjoyable experience. By
renewing jcp’s style identity, we build a sense of discovery and affordability for our customers making us
America’s shopping destination.
Central Edge Positioning - Campaign 2012
“To members of our target market, women ages 25-34 years old and consumers establishing shopping
patterns for the future, jcp is the department store that offers design, fashion and quality with an
enjoyable experience. jcp brings a sense of discovery and affordability, as it becomes America’s shopping
destination.
JCPenney Positioning Value Proposition Marketing Campaign 2011 Marketing Campaign 2012
“Every Day Matters” Style & Quality “We Make it “What You Want @
“New Look, Affordable, jcp
New Day, You Make it Yours”
Who Knew?”
12
14. Creative
Single idea around which campaign communication is based:
what you want @
13
15. Creative
Prices that aren’t rough on your wallet.
14
16. Creative
Life long dreams come with a price tag.
15