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AAF Final Plans Book JCP
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- 2. Table of Contents EXECUTIVE SUMMARY page 2 5 READY SET GO page 3 12 CREATIVE MESSAGE MEDIA page 13 page 18 3 1
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- 4. Ready Set Go… Strengths Threats Weaknesses Opportunities 3
- 5. Market Segments “They may all be alike… but they aren’t all the same” What makes them different What makes them alike: 4
- 6. Competitive Analysis Brand Functional Emotional Emotional “They want your money and JCP’s” Link 5
- 7. Research Perception = Reality Wecarefully: Research Objectives & Strategies Research Strategies 6
- 8. What we discovered SampleFocus 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
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- 10. Marketing What we needto do… Objectives Marketing Opportunities: Strategic Executions 9
- 11. Marketing 10
- 12. Creative Brief CentralEdge 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 affordablitly 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 ideaaround 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
- 17. Creative 16
- 18. Media where are you? MediaObjectives Media Strategies High Impact States 17
- 19. Media Top 25 2ndCities Omaha Raleigh Miami Atlanta 18
- 20. Media Websites and blogs NON-TRADITIONAL/ DIGITAL/ SOCIAL What you want Digital Media Social Media 19
- 21. Media MOBILE: “What youwant to wear today” weather app Web Series Online Social Community On-Line Advertising 20
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- 23. Relationship Opportunities jcp Public Relations jcpFashion Advisory Board jcp Fashion Blog “Style For Life” Fashion Week 22
- 24. Relationship Opportunities @cquire CardParticipants jcp Best Dressed Budget Fashionista List After School Program Addition – A.C.T. o o 23
- 25. Relationship Opportunities INTERNAL PUBLICRELATIONS Employee YouTube Contest Pay-It “For-Red” In-Store experience & Sales Promotion The In-Store Experience 24
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- 27. Smartphone App REGISTRIES Navagation TAG READER VIDEO MY STORE RED ROOM 26
- 28. Relationship Opportunities PARTNERSHIPS /ENDORSEMENTS Fashion / Style Lines Entertainment / Celebrity Endorsements / Product Lines 27
- 29. Relationship Opportunities Design your Future Home Paint The Mall Red: pai m t h e nt all RED Red Room Concierge 28
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- 33. The Team Executive Board Team Members Special Thanks Advisors 32