The document outlines a PR campaign for JCP, aiming to increase retail sales and strengthen online presence through various initiatives, including media outreach, a college pop-up shop, and a fashion show. Objectives include publishing 20 articles about JCP's community involvement and increasing revenue by 20% by the end of 2014. Additional elements include partnerships, event marketing, and targeted promotions to engage audiences such as college students and mothers.

1. 2013-2014 Campaign
Contour PR
Presents

2. Meet the Team
Emma Martin LizVillafan Maria Garner
Kate Mahler Kaitlyn Holstine Jerenny Medrano

3. Client Analysis
Strengths Weaknesses
Threats
Opportunities
• Increase in retail sales
• Fast fashion & Online Shopping
• Expansion of in-shop stores
• Technology & Social Media

4. Target Audience
Mothers
Kids
Husbands/Men
College
Students
Youth 18-25

5. Objectives
1. Create positive media buzz by having 20 articles published
online and print that focus on JCP’s diverse
suppliers, promotions, and community involvement before
the end of 2014.
2. Strengthen JCP’s online presence by establishing a JCP blog
by the end of 2013.The blog will have a minimum of 25
shares per post.
3. Increase JCP’s revenue by 20% by the end of 2014.

6. Partnership
BeautyCare’s mission is to
break the cycle of domestic
violence against women
and children.
- CelebriTee Campaign
- Carrie Underwood
- Design Wife-beater
- Sold in stores
Cause-related Marketing.

7. Event Marketing
• College Pop-Up Shop
• Preview collection from Joe Fresh’s
and Duru Olowu’s clothing line.
• Fashion show promotion entries
ex. DJ’s, Fashion, Graphic
Design, & Interior Design
• “ClothesThat Care” donation
booth
• Social media awareness
• Schools:

8. Promotions
• Twitter
First 500 people to tweet about the JCP College Shop will be entered in a
sweepstake to receive JCP gift cards up to $100 dollars. 25 winners selected.
• Instagram
Anybody that instagrams a picture of themselves at the JCP College Shop
will be entered in a drawing to win backstage passes + meet & greet passes
for an upcoming Carrie Underwood Concert. One winner selected.

9. Event Marketing
“ClothesThat Care” Fashion Show
• DJ competition
• Back-to-School FashionTrends
• Student Boutique winners announced
• Reveal winning student tee designs for Beauty Cares alongside Carrie Underwood

10. Media Outreach

11. MEDIA OUTREACH
Radio

12. Product Placement
Media Value:
$ 55, 151 (5 seconds)
Media Value:
$ 53,490 (5 seconds)

13. Fashion Bloggers
• BrandAmbassadors
• Budget aware
• College Students &
Moms
• High influence
• Gifting
• BeautyCares pitch

14. Mommy Bloggers
• BrandAmbassadors
– Fashion
– Budget friendly
• High influence
• Gifting
• Disney Premiere
• Pitch to Blog

15. Blogs
• Develop JCP’s first
Fashion Blog via
Tumblr and share the
blog on the website.
• Various trendy outfit
combinations by JCP
including outfits worn
by talents during
episodes of “New Girl”
and “Modern Family.”
• In-store pick-up
promotions.
• News about the
“Clothes That Care
Fashion Event”

16. Time Line
Oct. 7th, 2013: JCP
College Shop Pop Ups
Dec. 13th, 2013:
Clothes that Care
Fashion Show
Oct. 14th, 2014 –
Boxtrolls Premier
Nov.4th – 22nd, 2013:
Student voting for
Fashion Show
August 4th – Oct.3rd , 2014:
Mommy Bloggers Campaign

17. Budget
Pop-Up
Shop, $2,000.00
Fashion
Show, $80,000.0
0
Promotions, $2,
500.00
Mommy
Bloggers, $15,00
0.00

18. ThankYou for Listening!
Questions, comments?