Examples of the campaigns I have created for Matters of Style at jcpenney plus The Dapper Style men\'s site

1. Projects Developed by Alan Rust

2. Fully integrated
campaign targeting
direct mail
social
men age 25-40
jcp.com
networks
mobile digital ads
matters
of
style community
email jcpCares
environment
publicity
tv/radio & charity
jcp Rewards
national store
media
magazine
graphics
jcp
look
book
bran
blogs d
MS tags logo

3. Developed a
consistent visual
image for all sites
Developed a
consistent ‘voice’
used in all copy
Utilized images
throughout the
campaign for a
consistent look for
the season

4. 1st ever men’s targeted
campaign by jcp
All social media, print and
digital drove to the
e-commerce ‘hub’ at
jcp.com
Mobile experience
matched the site

5. 1st ever men’s target
campaign by jcp
Developed a site to make
shopping easy for our guy;
2 clicks to purchase the
outfit they like
Live action site to engage
visitors to explore style
and purchase

6. 1st mid-tier department
store on tumblr
Target: males 25-40
Tumblr: over 50% male

7. 1st non-corporate twitter
handle allowed by jcp
Target: males 25-40
Twitter: over 57% male

8. NYC event generated
twitter followers &
mentions

9. Secured ABC’s Bachelor
contestant William
Holman to attend the
event to generate buzz
with tweets to his over
25,000 followers

10. 1st style video collaboration
by Esquire Magazine
Esquire video supported
on YouTube, Twitter &
jcp.com
Target: males 25-40
Esquire: over 85% male

11. Utilized QR Codes in
print & on in-store
graphics

12. The Dapper Style is a men’s style site targeting men 25-45 to show
that ‘men’s style doesn’t have to be difficult or expensive.’
Created a voice
and consistent
imaging style to
reach the target
consumer
utilizing all valid
social platforms
and tools
Launched
November 1, 2011

13. Established on tumblr and named an editor for #menswear
Established blogger integration with Style Girlfriend to grow brand

14. Created a 24 page style guide for the season as an online magazine

15. Utilize all valid social sites to engage men in the target group; which
has drawn attention from national brand like Levi’s® & Dockers®

16. Secured national & local television spots to promote the brand

17. Developed a contest which increased facebook fans over 35% plus
increased engagement for our page and contest sponsors