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Table of    Contents        EXECUTIVE SUMMARY   page 2    5        READY SET GO        page 312      CREATIVE MESSAGE     ...
ExecutiveSummary            2
ReadySet Go…Strengths    ThreatsWeaknesses   Opportunities                             3
Market                      Segments    “They may all be alike… but they aren’t all the same”What makes them different     ...
Competitive  Analysis                                                            Brand                                   F...
ResearchPerception = RealityWe carefully:Research Objectives & StrategiesResearch Strategies                              ...
What we discoveredSample Focus Group CommentsPositives:                    When you hear JC Penney what do you think of?  ...
What we discoveredPerceptualsObjectives:                     8
MarketingWhat we need to do…ObjectivesMarketing Opportunities: Strategic Executions                                       ...
Marketing            10
CreativeBrief  Central Edge Communications                                                        Creative                ...
CreativeMessage                  Evolution of a creative concept          Central Edge Take-Away Message - Campaign 2012  ...
Creative Single idea around which campaign communication is based: what you want @                                        ...
Creative           Prices that aren’t rough on your wallet.                                                      14
Creative           Life long dreams come with a price tag.                                                     15
Creative           16
Mediawhere are you?Media ObjectivesMedia Strategies     High Impact States                          17
MediaTop 25 2nd Cities Omaha     Raleigh           Miami Atlanta                     18
MediaWebsites and blogsNON-TRADITIONAL / DIGITAL/ SOCIAL   What you wantDigital MediaSocial Media                         ...
MediaMOBILE: “What you want to wear today” weather appWeb SeriesOnline Social Community                                On-...
Media CalendarTraditional:TV:Spot:Magazines:Out-of- Home:Theatre:Mall:Online:Twitter:Online Mags:Mobile:                  ...
RelationshipOpportunitiesjcp Public Relationsjcp Fashion Advisory Boardjcp Fashion Blog“Style For Life” Fashion Week      ...
Relationship Opportunities@cquire Card Participantsjcp Best Dressed Budget Fashionista ListAfter School Program Addition –...
Relationship OpportunitiesINTERNAL PUBLIC RELATIONSEmployee YouTube ContestPay-It “For-Red”In-Store experience & Sales Pro...
Relationship Opportunities @cquire Card                             25
Smartphone App                             REGISTRIES                Navagation                                  TAG READE...
Relationship OpportunitiesPARTNERSHIPS / ENDORSEMENTSFashion / Style LinesEntertainment / Celebrity Endorsements / Product...
Relationship     OpportunitiesDesign your Future HomePaint The Mall Red:                                   pai            ...
Relationship OpportunitiesINTERACTIVE MANNEQUINSSmart Tags                             29
CampaignBudgetOnline           30
CampaignMetricsIMAGE METRICSIMPACT METRICS                 31
The TeamExecutive Board   Team Members                  Special ThanksAdvisors                                   32
AAF Final Plans Book JCP
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AAF Final Plans Book JCP

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This is the final copy of Central Edge Communication's plans book for the 2011 AAF student competition. The campaign is designed for JCP.

Published in: Design, Business
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AAF Final Plans Book JCP

  1. 1. @
  2. 2. Table of Contents EXECUTIVE SUMMARY page 2 5 READY SET GO page 312 CREATIVE MESSAGE MEDIA page 13 page 183 1
  3. 3. ExecutiveSummary 2
  4. 4. ReadySet Go…Strengths ThreatsWeaknesses Opportunities 3
  5. 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. 6. Competitive Analysis Brand Functional Emotional Emotional“They want your money and JCP’s” Link 5
  7. 7. ResearchPerception = RealityWe carefully:Research Objectives & StrategiesResearch Strategies 6
  8. 8. What we discoveredSample Focus Group CommentsPositives: When you hear JC Penney what do you think of? 49% Bland 21% ThriftyNegatives: Would you shop at JCPenney name brand clothing? 68% Yes 26 % Doesn’t matter 6% No 7
  9. 9. What we discoveredPerceptualsObjectives: 8
  10. 10. MarketingWhat we need to do…ObjectivesMarketing Opportunities: Strategic Executions 9
  11. 11. Marketing 10
  12. 12. CreativeBrief 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 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. 13. CreativeMessage 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. Byrenewing 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 anenjoyable 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. 14. Creative Single idea around which campaign communication is based: what you want @ 13
  15. 15. Creative Prices that aren’t rough on your wallet. 14
  16. 16. Creative Life long dreams come with a price tag. 15
  17. 17. Creative 16
  18. 18. Mediawhere are you?Media ObjectivesMedia Strategies High Impact States 17
  19. 19. MediaTop 25 2nd Cities Omaha Raleigh Miami Atlanta 18
  20. 20. MediaWebsites and blogsNON-TRADITIONAL / DIGITAL/ SOCIAL What you wantDigital MediaSocial Media 19
  21. 21. MediaMOBILE: “What you want to wear today” weather appWeb SeriesOnline Social Community On-Line Advertising 20
  22. 22. Media CalendarTraditional:TV:Spot:Magazines:Out-of- Home:Theatre:Mall:Online:Twitter:Online Mags:Mobile: 21
  23. 23. RelationshipOpportunitiesjcp Public Relationsjcp Fashion Advisory Boardjcp Fashion Blog“Style For Life” Fashion Week 22
  24. 24. Relationship Opportunities@cquire Card Participantsjcp Best Dressed Budget Fashionista ListAfter School Program Addition – A.C.T. o   o   23
  25. 25. Relationship OpportunitiesINTERNAL PUBLIC RELATIONSEmployee YouTube ContestPay-It “For-Red”In-Store experience & Sales PromotionThe In-Store Experience 24
  26. 26. Relationship Opportunities @cquire Card 25
  27. 27. Smartphone App REGISTRIES Navagation TAG READER VIDEO MY STORE RED ROOM 26
  28. 28. Relationship OpportunitiesPARTNERSHIPS / ENDORSEMENTSFashion / Style LinesEntertainment / Celebrity Endorsements / Product Lines 27
  29. 29. Relationship OpportunitiesDesign your Future HomePaint The Mall Red: pai m t h e nt all REDRed Room Concierge 28
  30. 30. Relationship OpportunitiesINTERACTIVE MANNEQUINSSmart Tags 29
  31. 31. CampaignBudgetOnline 30
  32. 32. CampaignMetricsIMAGE METRICSIMPACT METRICS 31
  33. 33. The TeamExecutive Board Team Members Special ThanksAdvisors 32

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