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The University of Michigan
why not?
jcp
TABLE OF CONTENTS
1 Executive Summary
2 Industry Competition
3 JCP SWOT Analysis
4 Research
5 Insights
6 Meet Our Savvy Shoppers
7 Campaign Strategy
8 Creative Strategy
9 Media Strategy
10-12 Print Advertising
13 Outdoor and Guerilla
14-15 Sponsorships
16 Partnerships
17-18 Television Advertising
19-20 Internet Advertising
21 Social Media
22 Digital
23 Mobile
24 Media Mix
25 In-Store Experience
26 Campaign Evaluation
27 The Team, The Team, The Team
28 Sources
EXECUTIVE SUMMARY
Introduction
JCPenney Company, Inc. is undoubtedly one of America’s leading retailers delivering
style and affordability in over 1,100 store locations and a highly trafficked website. Our
challenge is to make JCP relevant to a more empowered, youthful demographic that
drives the department store industry and to capture that buying power with strategic
brand messaging. Our campaign aims to promote JCP’s unique retail environment
in which our target demographic can seek out affordable fashion in the context of a
carefree shopping experience. Our strategy utilizes both traditional and non-traditional
media to influence consumer beliefs by infusing our communications into all aspects
of their lives. Given the varying life stages of our target demographic we based our
campaign on the psychographics of these women and what they seek when shopping:
a fun and lighthearted experience, a sense of accomplishment from discovering great
deals, and both time- and cost-efficiency.
Marketing Objectives
1. Acquire female shoppers ages 25-34.
2. Retain current JCP female consumers ages 25-34.
3. Increase shopping frequency and grow share of wallet among current female
customers ages 25-34.
Target Market
Our target market of females, ages 25-34, have a passion for discovering stylish trends
at affordable prices – earning them the title of Savvy Shoppers. Through our
campaign, we will demonstrate that JCP can satisfy all of their Savvy Shopping needs.
1
INDUSTRY COMPETITION
Before launching ideas for a campaign strategy, we took a look at JCP competitors
within the retail category.
2
Macy’s
• Advertising Message: “The Magic of
Macy’s”.
• Recent success with the strong online
sales and the My Macy’s program.
• Dominant Player in women’s luxury
goods.
Kohl’s
• Advertising Message: “Expect Great
Things”.
• Features many brands including Ralph
Lauren and Vera Wang.
• Focus on breadth of brands rather than
customer service
New York & Co.
• Advertising Message: “NY Style. Great
Deals”.
• Specialty retailer of fashionable and
moderately-priced women’s clothing.
Target
• Advertising Message: “Life’s a Moving
Target”.
• #1 in Key Brand Metrics among 25-34
year olds.
• #2 preferred apparel among consumers
25-34.
Express
• Advertising Message: “The must-have
sexy, sophisticated fashion brand for
work, the weekend, or going out.”
President and CEO Michael Weiss.
• Strong among the trendy twentysomething female demographic.
JCP SWOT ANALYSIS
Strengths
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•
•
•
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Price
Merchandise variety
Brand recognition
Convenience
Customer loyalty
Threats
• Savvy Shoppers are
price sensitive
• Thrift stores/hand-medown clothing
• Boutique stores/
specialty stores/mass
merchandisers
• Spending more on
leisure activities and less
on clothing/home goods
SWOT
Weaknesses
•
•
•
•
Style
Inconsistent store experience
Poor ad and slogan recall
In-store organization
Opportunities
• Product differentiation in
industry based on advertising
• Cater to price-conscious
consumers
• Renovate JCP image
• Establish top-of-mind
awareness for younger
audience
• Emphasize name brands
• Utilize thechnology
• Take advantage of high JCP
webpage traffic and promote
online purchase
3
RESEARCH
Research
Through primary and secondary research we sought out ways to tap into the minds
of Savvy Shoppers and better understand the attitudes that drive their behavior.
Research Objectives
1. Identify Savvy Shoppers’ attitudes about shopping for themselves and others
2. Understand Savvy Shoppers’ attitudes towards JCP
3. Understand the thoughts, inspirations, and whims that move Savvy Shoppers to the point of purchase
Primary Research
• Focus group of 9 women ages 25-34
• Naitonal survey of 150 women ages 25-34
• 22 one-on-one interviews of women ages
25-34
Secondary Research
• Savvy Shoppers Attitudes
toward Shopping
• 56% of Savvy Shoppers head straight to the clearance rack. It is evident
that these women are price-conscious and value good deals.
4
• Coupons function as an important pull for Savvy Shoppers to visit stores
at which they do not normally shop. This makes sense, given that many are
budgeting to support their families and/or saving for their futures.
Further Secondary
Research Sources
•
•
•
•
NSAC case study
Simmons Choices 3
Mintel
MarketResearch.com
INSIGHTS
Savvy Shopper Consumer Insights
• Attitudes: optimistic, open to anything,
spontaneous, fun, confident
• Deal-oriented and head straight to the
clearance racks
• Consider shopping as “me time”
• Purchase item-by-item
• Women in their 30’s do not feel alienated
by younger women representing the brand
• Want to appear young, trendy and
professional
JCP Shopping Insights
• Store not top-of-mind
• Know that JCP is affordable
• Tend to stumble upon unique items while
walking through the store
• Have trouble finding age appropriate clothing
departments
• Desire a more organized layout
• Search online for prices and deals, but prefer
to purchase in-store where they can try on
clothes and avoid issues with sizing
“I go straight to the
clearance rack…”
“I’m at a different stage
in my life. I have no
desire to spend my
entire Saturday shopping
anymore, I want to be
with my kids.”
“JCPenney is so
affordable…”
“I don’t think that
JCPenney doesn’t have
a section targeted
at us, but I can find
individual pieces there.”
5
MEET OUR
SAVVY SHOPPERS
Meet our Savvy Shoppers:
The Engaged/Newlywed: The Engaged/Newlywed: This Savvy Shopper is ready for change. She has found the
perfect dress, picked out the venue, hired the caterer and is now looking for the perfect place to register. Since she’s
getting married or just tied the knot, money may be low, and a new move is on the horizon. Decorating and settling in
is a big priority, and JCP is there to help organize and style her new life, without breaking her (or her wedding guest’s)
budgets.
New Moms: This Savvy Shopper is constantly confronted with new challenges that not only push her budget, but
also her patience. She is still young and fun, and wants her clothes to reflect this. Her kids are her priority so she
cannot afford to spend an entire day shopping on the weekend. However, by shopping at JCP she saves both time
and money by being able to buy stylish, affordable clothes for both her children and herself.
Recent College Grads: Fresh out of college and entering the job world, this Savvy Shopper has a high dose of
optimism, fun, and excitement for the future. She needs work attire and accessories, décor for her new apartment,
and maybe a few clothes for celebrating on the weekend. She’s spontaneous and needs clothes and accessories that
reflect her bright personality and desire to get the most out of life.
Single Ladies: Career-oriented and intent on forging her own path, this Savvy Shopper is fiercely independent,
confident, and has a large social circle. Her weekends are filled with fun flirtations and meeting new people. JCP attire
will help her dress to impress, meet that Mr. Right (or Right-Now), and zoom up the corporate ladder.
New Home/Apartment: An empty room is full of possibility. This Savvy Shopper is relocating and needs ideas and
products to fill her new space. Her space is a reflection of her personality and with so many fun, fashionable choices
and accessories at an affordable price, JCP is there to help.
6
CAMPAIGN STRATEGY
JCP Challenges
Our research industry analysis led us to discover JCP’s current obstacles
1. Target demographic feels a disconnect between themselves and their place within JCP
2. Core value of JCP brand not resonating with target demographic
New Solutions
Using these current obstacles, we have developed two campaign goals:
1. Target Savvy Shoppers where and when they want to listen
Savvy Shoppers know what they want and how to get it. The new JCP campaign will challenge
these Savvy Shoppers by asking them why not shop at JCP? Our brand messaging will reinvigorate
the brand by relating to various why not? feelings that Savvy Shoppers have on a daily basis while
reminding them that JCP is both stylish and affordable for their lifestyle.
2. Infuse a fresh, carefree attitude into the JCP brand
The new campaign will be aimed to put a youthful spin on JCP in order to catch the eye of Savvy
Shoppers. These Savvy Shoppers seek out opportunities to take a moment for themselves or spend
quality time with their friends and family members. They see the why not? in new opportunities – from
indulging in a new outfit to taking a night out on the town. The new campaign will align JCP with the
thoughts, inspirations, and whims of Savvy Shoppers by invigorating the brand with a fresh, carefree
attitude.
The Big Idea:
______________, why not?
Inspired by our Savvy Shoppers, _______, why not? addresses their desire for a fun and lighthearted
shopping experience, a sense of accomplishment from discovering great deals, and both time- and
cost-efficiency. The first half of the tagline allows a space for tailoring the Savvy Shoppers’ various moods to
the JCP shopping experience. The why not? speaks to the carefree attitude of the Savvy Shoppers while
shopping, as well as their desire for new and exciting experiences.
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CREATIVE STRATEGY
Creative Strategy
Our Savvy Shoppers desire a store where they can find everything that fits their lifestyle - a variety of stylish brands,
reliable quality, and most importantly, affordability. Why not JCPenney?
Step 1: Brand
The first issue we need to address is the current brand perception of JCP. Not many Savvy Shoppers in our
surveys, interviews, or focus group immediately identified JCP when asked about brands offering stylish options
for fashion and home. Savvy Shoppers also had little to no ad recall when asked about JCP. The why not?
campaign will aim to make JCP top-of-mind among our Savvy Shoppers and improve current brand perceptions.
Step 2: Connect
In our research, we found that many Savvy Shoppers did not feel JCP was targeted to them. Therefore, the why
not? campaign will focus on Savvy Shoppers’ key attitudes and current stages in life – from moving to a new
home, to starting a career, to beginning a family. Savvy Shoppers also share a passion for fun, spontaneity, and
style, and these women can
identify with the trendy, hard-working, yet fun-loving women featured in our campaign.
The new JCP ads will feature a variety of taglines, ending with why not? The core concepts of the ads will feature
these characteristics:
• Savvy Shoppers love keeping up with the latest trends in fashion – but don’t want the price tag of other highend stores. JCP has many stylish brand names to choose from for any mood, at an affordable price. From Liz
Claiborne to MNG by Mango - When it looks this good, why not?
• Our Savvy Shoppers are focused on saving whenever they can. Fortunate for them, JCP offers a wide
selection of affordable products for the entire family. When you’ve saved this much, why not?
• After working hard during the day, at work or at home, our Savvy Shoppers deserve a little bit of indulgence.
Savvy Shoppers should treat themselves to a comfortable, fun, beautiful home by JCP – When you’ve worked
this hard, why not?
• As our Savvy Shoppers flourish in their careers, they have the desire to express their hip and unique
personalities, even while wearing business attire. JCP has a wide variety of affordable, fashionable business
clothing - When you want to stand out, why not?
• Since JCP has so much to offer in home goods, from linens to small appliances, it is the perfect store to host a
gift registry. Baby, wedding, housewarming - When you need it all, why not?
Step 3: Motivate
The next step is to get Savvy Shoppers into the store and to the point of purchase. Once they realize all that JCP
has to offer – variety, style, fun, and affordability – they have a hard time finding reasons not to shop at JCP. Where
you can get it all, why not?
8
MEDIA STRATEGY
Media Strategy
The media strategy for our why not? campaign will consist of television commercials, print ads, banner ads, a social
media and mobile presence, as well as various promotions and sponsorships to reach Savvy Shoppers. Commercials
will be placed on both broadcast networks and cable channels during programming relevant to Savvy Shoppers. Print
ads will be placed in a variety of magazines targeted towards the Savvy Shopper. This includes shopping, home, fitness, celebrity news, and bridal magazines. Banner ads will be placed on websites that Savvy Shoppers frequently visit,
including fashion, travel, fitness, gossip, and home websites. JCP’s Facebook and Twitter pages will be updated to take
advantage of the growing social media marketplace. Finally, JCP will promote the Susan G. Komen with targeted advertising in the month of October, and partner with HGTV’s Design Star in the Spring.
We chose these Savvy Cities in which to emphasize our advertising because they are fashion forward cities with large populations and numerous
JCP stores nearby. According to PRIZM, the people in these areas are
considered up-and-comers and urban achievers: the core of our Savvy
Shoppers.
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NYC
Atlanta
Miami
LA
Washington DC
Chicago
Detroit
Dallas - Fort Worth
Minneapolis
Seattle
San Francisco
9
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PRINT ADVERTISING
PRINT ADVERTISING
HERRINGBONE DUVET
COVER $55.99
DANSKIN
WORKOUT TOP
$34.00
jcp
when you’ve worked this hard, why not?
www.jcpenney.com
jcp
when you care this much, why not?
www.jcpenney.com
11
PRINT ADVERTISING
Magazines
Total: $12,799,379
The eight magazines where we have chosen to run our ads are: Redbook, Real Simple,
Cosmopolitan, US Weekly, PEOPLE, PEOPLE StyleWatch, BRIDES and Shape. All of these magazines have a largely
female-based readership, many of who are in the age range of 25-34.
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•
•
•
•
2,200,000 rate base
Women 18-49 are 60% of readers
$161,000 full page -> $966,000 total
MONTHS RUN: June-November
•
•
•
•
1,975,000 rate base
Women 18-49 are 60% of readers
$175,300 full page -> Total: $1,051,800
MONTHS RUN: April, May, September - December
•
•
•
•
2,200,000 rate base
Women 18-49 are 60% of readers
$161,000 full page -> $966,000 total
MONTHS RUN: June-November
•
•
•
•
1,950,000 rate base
Median age of readers: 33
$175, 837 (12x) -> Total: $2,110,044
FIRST WEEK OF EVERY MONTH
• 3,450,000 rate base
• Women 25-34 are 37.3% of readers
• $288, 500 full page -> Total: $3,462,000
• THIRD WEEK OF EVERY MONTH,
run ad for three consecutive weeks in
November
• 775,000 rate base
• Median Age: 30
• $74,690 full page -> Total: $1,045,660
• MONTHS RUN: February, March, June, July,
September, October, December
• 775,000 rate base
• Median Age: 30
• $74,690 full page -> Total: $1,045,660
• MONTHS RUN: February, March, June,
July, September, October, December
•
•
•
•
1,650,752 rate base
Median Age: 36.6
$223,235 Cover 4 -> Total: $1,339,410
MONTHS RUN: January – March, July – September
OUTDOOR AND GUERILLA
Outdoor Events and Guerilla Marketing
Flashion Mob!
$180,000
To add an element of surprise to our campaign, why not have a popup fashion show in the middle of JCP’s favorite cities? The “Flashion
Mobs” will appear in parks in our Savvy Cities during the month
of May during the peak of lunch hour: NYC, Atlanta, Miami, LA,
Washington DC, Chicago, Detroit, Dallas - Fort Worth, Minneapolis,
Seattle, and San Francisco. The Flashion Mob models - recruited
from local grad schools - will sport the JCP spring collection, roll
out the red carpet and parade through the park in a flash of fifteen
minutes. Carrie Underwood, JCP’s new entertainment partner,
will make a surprise appearance as a Flashion Mob model and
hold a post-show performance at the NYC, Chicago, and Atlanta
Flashion Mobs. Our street crew will be standing by, flashing photos
and shooting video to be uploaded to the Flashion Mob Microsite.
Materials will be distributed to Flashion Mob victims directing them to
the Microsite to experience the Flashion Mob again and share it with
friends through Facebook and Twitter. When it looks this good, why
not?
Fashion Clings
$1,385,700
Engaging the consumer in surprising ways is an integral part of the
campaign - why not find style anywhere? “Fashion Clings” – posters
made from a reflective mirror-like material – will be posted in bus
shelters, in shopping malls, and on free-standing boards outside of
JCP stores so consumers can see what they will look like in sample
JCP outfits. This will encourage consumers to “try out” different
outfits on themselves and discover something new at JCP, as well as
provide a fun, interactive ad for our Savvy Shoppers. Fashion Clings
will be set-up in various locations in our Savvy Cities: NYC, Atlanta,
Miami, LA, Washington DC, Chicago, Detroit, Dallas - Fort Worth,
Minneapolis, Seattle, and San Francisco. When fashion clings to you,
why not?
13
SPONSORSHIPS
Sponsorships
JCP Mind Over Madness Yoga in Times Square
$120,000
We know that Savvy Shoppers like to take a moment from their frenetic days to strengthen their minds and bodies. In
order to build healthy brand equity and to promote the new Danskin product line at JCP, JCP will be the Title Sponsor of
the 9th Annual Mind Over Madness Yoga in Times Square, a free yoga experience in celebration of the summer solstice.
As the Title Sponsor, the event will be called “JCP Mind Over Madness Yoga” and will involve a full day of product
integration, press coverage, and customer interaction with over 50,0000 participants and observers. The JCP logo will
also appear on the Times Square Alliance website in connection to the event, and will be cross-linked to JCP.com to drive
traffic to the website. When you feel this good, why not?
JCP Break Booth
JCP will have 160 square feet of space to set up a Yoga Break Booth on-site at JCP Mind Over Madness Yoga in the
middle of Times Square. To engage participants, the JCP brand team will be handing out hand towels to overheated
Yogis and providing them with why not? tasks to do at the booth, such as showing off their most impressive yoga
pose. Members of the JCP brand team will be shooting video and snapping photos of participants completing the
tasks that will be posted on the JCP Facebook page and JCP Mind Over Madness Yoga Microsite.
JCP Tote Bags
As the Title Sponsor, JCP will provide branded red tote bags made from 100%
recycled plastic for all participants, containing a scratch-and-win promotional card
for a 1-in-5 chance to win a free Danskin sports bra branded with the JCP logo
and tagline, redeemable at the on-site JCP booth. The remaining promotional
cards will be redeemable for 10-50% off products from JCP’s new Danskin line,
redeemable in stores or online.
JCP Mind Over Madness
Yoga Expense Breakdown
Title Sponsorship: $75,000
Brand team: $1,500
JCP Event Signage: $500
Branded Danskin giveaway bras: $20,000
JCP hand towels: $20,000
Microsite: $3,000
14
SPONSORSHIPS
Susan G. Komen for the Cure Sponsorship
$2.5M
Susan G. Komen for the Cure is the world’s largest grassroots network of breast cancer
survivors and activists fighting to save lives, empower people, ensure quality care for all
and energize science to find the cure. Over 1 million racers cross the finish line annually.
JCP wants to make an impact on the community with a sponsorship that relates directly
to our Savvy Shoppers.
JCP will be a member of the Susan G. Komen Million Dollar Council Elite by agreeing to give $1 million to support research
annually, for two years.
During Breast Cancer Awareness Month, October 2012, JCP will celebrate “Shop Pink, why not?”
1. Portrait studio promotion: Racers for the Cure have the opportunity to bring in their race bibs on one of the four select
October Saturdays for a free portrait. They will receive a postcard-sized version of their photo with a Race for the Cure
logo on it for free, with the option for them to receive additional prints at slightly discounted prices.
2. On each Saturday during the month of October 2012, 10% of each online and in-store purchase will be donated to
Susan G. Komen.
3. On each Saturday during October 2012, all JCP employees will wear pink shirts.
4. Employees will wear pink ribbon pins every day during October 2012.
5. Point of sale advertising for Saturday promotions
6. In-store posters
7. “Shop Pink, why not?” advertising on the JCP webpage and Facebook page
8. In-store giveaways for those who spend $75 or more in participating JCP campaign cities on the four specified
October Saturdays.
a. Saturday #1: t-shirts
b. Saturday #2: water bottles
c. Saturday #3: hats
d. Saturday #4: mugs
HGTV Design Star
$275,000
During Design Star, designers compete for the ultimate prize – a chance to be
discovered as the next HGTV on-air design genius and be awarded their own show
on HGTV.
From February 2012 to August 2012, as a Title Sponsor of Design Star, JCP will receive on-air mention in Design Star, 28
tagged tune-in promos, 1 billboard in three premiere episodes, 1 commercial unit in each premiere episode, and sponsor
logo inclusion in print advertising. In online advertising, JCP will receive logo entitlement, ad unit rotation, and 15 second
commercials preceding online videos.
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PARTNERSHIPS
Danskin
$500,000
Savvy Shoppers are interested in fitness, health and diet, with yoga being an
increasing trend. With the new Danskin partnership, JCP will expand its athletic
apparel to better relate to our Savvy Shoppers and their multi-faceted athletic
lifestyle. Since Danskin’s establishment in 1882, the company has become
synonymous with femininity, innovation, and quality. The new Danskin line at
JCP provides women with athletic wear for low impact activities such as yoga,
meditation and stretch exercises, but durable enough to withstand more intense
workouts. Danskin is eager and willing to sponsor women’s fitness of all ages and
backgrounds. Danskin has achieved an honorable and respected reputation from
its customers, participants, and clients such as one of the charitable beneficiaries
of the tour, the Susan G. Komen Breast Cancer Foundation.
Carrie Underwood
$1,500,000
JCP will sponsor Carrie Underwood’s tour upon completion of the Rascal
Flatts entertainment partnership in March 2011. Carrie Underwood has sold
over 12 million copies and maintains a steady female following, making her a
good fit for the why not? campaign. Her young spirit, success and American
values reinforce the attitudes of our Savvy Shoppers. Thus, Carrie Underwood
is the ideal entertainment partner for this campaign to bridge the style and
entertainment industries, attract new Savvy Shoppers, and retain loyal JCP
customers.
16
TELEVISION ADVERTISING
JCP Commercials
Several different commercials will run depending on the media schedule and channel. The following are examples of two commercial spots:
Scene: A young mother walks through a park with her son. They pass a group of kids playing in the dirt, clothes visibly getting
soiled. The child looks up at his mother with a questioning face – Mom, can I go play too? The mother looks at his clean, new
outfit from JCP and considers his request. With a smile, she nods approvingly and her son gleefully runs off to play. Voiceover
states: When you’ve saved this much, why not?
Scene: A young woman is seen just presented with an engagement proposal by her long-time boyfriend – with a giant grin, she
says yes! We fast forward to her at home after her date, excitedly sitting at her computer, adding item after item to her JCP.com
wedding registry. A coffee maker, fancy throw pillows, a Blu-ray player - When you need it all, why not?
17
TELEVISION ADVERTISING
National Television
Phase I:
The Oscars and JCP Spring Fashion
ABC and The Oscars
$6,800,000
After JCP’s big splash at the Oscars in 2011, we want to
continue the momentum by running several ads during
ABC’s broadcast of the event. From the red carpet to Best
Picture, JCP’s products will be draped in style and celebrity.
CBS, NBC and Savvy Shoppers
$1,880,000 (CBS), $3,250,000 (NBC)
We will utilize primetime advertising on CBS and NBC to
target the young professionals and active women that
constitute our Savvy Shoppers. By airing JCP ads during
smart, funny shows like CBS’s How I Met Your Mother and
NBC’s Community, we will promote JCP’s line for spring
fashion to our hip target. Also, shows such as the highly
rated Biggest Loser will appeal to the active lifestyle of
Savvy Shoppers and can be utilized in conjunction with
JCP’s new Danskin partnership.
Phase II:
Susan G. Komen and Gearing Up for the Holidays
$19,462,104 (September - December)
During the months leading up to the winter holidays,
JCP will begin running ads to promote winter fashions
and get Savvy Shoppers in the mindset of gift-giving
and creating “wish lists” of their own. Broadcasting
on ABC, CBS, and NBC during shows popular among
Savvy Shoppers, such as Dancing with the Stars, 30
Rock and How I Met Your Mother, JCP will gain share
of mind and wallet throughout the holiday shopping
season.
$8,340,904 (October)
In the month of October, we will run a special group of
ads promoting our partnership with Susan G. Komen
and the fight to cure breast cancer to empower Savvy
Shoppers, raise awareness of our cause-marketing, and
drive consumers in-store and online to participate.
Cable Television
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HGTV
$7,814,912
As Savvy Shoppers progress from
first jobs to career paths, they will
also progress from first apartments
to first homes. HGTV is the perfect
avenue to showcase JCP’s extensive
home goods collection to Savvy
Shoppers looking for decorating tips,
organized designs and great style.
Our sponsorship of the Design Star
competition program will increase
awareness of JCP’s style, beyond the
clothing department.
E!
$3,349,248
E! News, Chelsea Lately and
The Soup all keep their viewers
up to date on the latest trends
in style and culture, matching
the fast paced life of Savvy
Shoppers.
TLC
$6,698,496
As the #1 cable network
for women, TLC’s shows
such as Say Yes to the
Dress and Cake Boss
reach a wide span of Savvy
Shoppers, from burgeoning
businesswomen to bridesto-be.
INTERNET ADVERTISING
Banner Ad
www.jcpenney.com
www.jcpenney.com
www.jcpenney.com
www.jcpenney.com
The series displayed above represents a portion of an internet banner ad that would scroll at the top
of our Savvy Shoppers’ webpage. The interchangable red phrases scroll down, switching place every
15 seconds. A piece of JCP’s apparel accompanies each phrase that moves in and out of the frame to
display the related merchandise. The movement is used to catch the eye of the consumer and entice
them to click on the banner, taking them to JCP’s webpage.
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INTERNET ADVERTISING
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Hulu.com
$4,000,000
Since Savvy Shoppers are not always at home to catch
their favorite shows, they look to Hulu to catch up on
what they missed. Ads that run on Hulu have increased
recall and likeability versus traditional TV buys with the
added benefit of being served on a computer, making
JCPenney.com easily accessible. Savvy Shoppers are
also likely to click on JCP videos and banners, since
ads on Hulu are run based on demographics, not
specific programs. JCP ad placement on Hulu will drive
Savvy Shoppers to JCPenney.com since they are only a
click away from the great JCP deals they crave.
GoogleAdWords.com
$6,200,000
Google AdWords will push JCP to the
top of relevant Google Searches. JCP
can monitor the program analytics
and assess which keywords earn
the greatest number of hits. By
determining the most and least
successful search terms, JCP will be
able to adjust its spending accordingly,
Fashionista.com
People.com
HGTV.com
Theknot.com
Shape.com
Travelchannel.com
$774,000
Reaching over 650,000 unique visitors a month and
a Twitter account that has over 400,000 followers,
fashionista.com is the perfect place to reach our
target audience. Fashionista.com is a fashion news
site that compiles up to date news on the companies,
personalities, events, and trends that impact the
fashion world. Advertising here will associate JCP with
the hottest current style.
$1,054,080
As a notable design resource, HGTV.com draws over
96 million monthly page views, with each person
spending an average of 18 minutes on the site. JCP
will promote its high-quality housewares and home
fashions on HGTV.com in order to reach the Savvy
Shoppers who are looking to update their homes.
$268,800
Shape.com is an online resource for women that
provides information about fitness, healthy eating,
beauty, lifestyle, and bride. With 81% of the users
women ages 18-49, the site generates over 870,000
unique visitors and 600,000 newsletter subscribers.
$210,000
The leading source of celebrity news and
fashion with 13.2 million unique visitors a month,
People.com has a strong emotional connection
with their readership. Not only through the
internet, but we can also reach JCP’s target
demographic through People.com’s mobile
applications and increase our brand presence
amongst this group.
$180,000
This site has over 3 million unique visitors
monthly with over 5,300 new members joining
the network daily. 8 out of 10 brides are active
on the network, so we can ensure that our ads
would be seen by a majority of new brides. Thus
leading them to the JCP registry.
$378,000
Savvy Shoppers love to travel, so TravelChannel.
com is a great way from them to research travel
ideas. Considering women account for 92% of
vacation purchases, this site gives them tips for
vacation spots and budget friendly experiences.
SOCIAL MEDIA
Facebook
$750,000
Advertisements on Facebook will be geared toward recruiting Savvy Shoppers to enter for the
chance to become JCP Style Agents. Facebook will be effective in reaching Savvy Shoppers
because 27% of the 152,189,880 Facebook users in the US are women in this age group.
Facebook Tabs
The JCP Facebook page will have a why not? tab where users can post pictures and wall posts of their own personal
why not? experiences.
• A new JCP coupon tab will drive Savvy Shoppers to “like” the JCP Facebook page and provide them with coupons to use in-store and online.
• Update the “Reviews” tab to personally acknowledge shoppers’ concerns and actively ensure negative experiences are reconciled.
• Prioritize new JCP product arrivals and trendy brands in the JCP “Shop” tab.
Twitter
$150,000
JCP’s current Twitter presence is comprised of 14,000 followers, demonstrating room for growth. As the Neilson Rating Group revealed, 48% of 25-34 year olds use Twitter daily, making Twitter a relevant avenue for reaching our Savvy
Shoppers. As Twitter increases in popularity among Savvy Shoppers, JCP will work to maintain and update its Twitter
page to stay relevant and exciting to followers. From the newest deals to the latest new products, JCP Twitter followers
will hear about it first.
Twitter Contests
• Twitpic Contest: “Tweet a photo of yourself modeling your favorite outfit from JCP for a chance to be featured in a
commercial. Tweet the photo to @jcpenney with the hashtag #JCPtwitpiccontest. You must be following JCP to
participate.”
• Follower Contest: @jcpenney’s 1 millionth Twitter follower will win a $5,000 shopping spree and professional makeover from JCP.
JCP will cross-promote its Twitter contests on its Facebook profile. By encouraging tech-Savvy Shoppers to interact
with both websites, JCP would undoubtedly solidify its presence within the social media realm.
jcp
21
DIGITAL
Digital Marketing
JCP Style Agents:
$35,000
JCP Style Agents put marketing in the hands of early product adopters. The concept will create a JCP lifestyle
community by motivating Savvy Shoppers to participate actively in the JCP brand on and offline. Incentivizing
consumers with free products to complete various “Why not? Missions” during their reign as a JCP Style Agent for a
five-month period will not only engage consumers, but also spread the word of the newly released products available at
JCP in an authentic, peer-to-peer fashion. When style is your mission, why not?
Becoming a JCP Style Agent:
1. Contestants submit video entries via YouTube describing why they think they deserve to be a “JCP Style Agent”
2. These socially vibrant participants are separated into five categories and one person will serve as a Style Agent for each:
• Engagement/Newlyweds
• New Moms
• Recent College Grads
• Single Ladies
• New Home/Apartment
3. Video submissions publicized through Facebook and Twitter, open February 1 and close March 31.
4. Based on the submission videos we will hand-pick the social media addicts, content generators and influencers to
be the Style Agents that will best represent JCP.
5. Winners announced mid-April. Program kicks-off May 1 and will run through September.
JCP Style Agent Mission:
1. JCP will launch the Style Agent Microsite routed from JCP.com, which will include Style Agents’ bios, blogs, and videos.
2. Every two weeks JCP will send Style Agents trendy new products pertaining to their respective category. For example,
Single Ladies will receive a stylish outfit and College Grads will receive apartment furnishings and professional attire.
3. Style Agents will also be given “Why not? Missions” along with merchandise to complete and document through
videos, blogging and social networking.
4. The most successful Style Agent throughout the course of the five months will win a $15,000 JCP shopping spree.
Online Purchasing:
Double the Points
“I shop online, but I don’t buy online. I don’t know how it will fit.” According to the case study, about 40% of Savvy
Shoppers browse JCP.com, but only 14% make purchases on the site. In order to promote purchases on JCP.com, we
suggest that JCP offer double-points for each online purchase.
22
Savvy Showcase
The “Savvy Showcase” will give JCP Savvy Shoppers an incentive to re-visit the JCP website on a daily basis and
make repeat online purchases. “One-item-a-day” exclusive online sales will provoke curiosity from Savvy Shoppers and
encourage online shopping. Similar to GroupOn or Woot.com, JCP will showcase one item for an outrageous deal on
the homepage. Only a limited number of that item will be available (i.e. limited to a two-per-person purchase). Treat
yourself to a daily deal, why not?
MOBILE
Mobile
Nearly all JCP Savvy Shoppers have a cell phone and over 50% have access to mobile internet, which is why JCP should
have a greater presence in the mobile applications world. Active mobile brand exposure also gives JCP an image that they
are keeping up with technology—and keeping up with style.
JCP Virtual Rewards Card App
$120,000
Why not give JCP shoppers rewards they can touch? The JCP Virtual Rewards Card App will integrate the JCP Rewards
Program onto the iPhone, iPad, and Android phones with added rewards for App users. The JCP Virtual Rewards Card
App will provide users with a personal barcode, exclusive coupons, a customizable “seasonal wish list,” personal shopping
history to track purchases, and opportunities to share recent purchases on social networking sites - in addition to the perks
of the JCP Rewards Program. No need to carry a card, just scan the mobile device and be rewarded. When you’ve
saved this much, why not?
JCP Mobile Apps Challenge
$15,000
When developing a new mobile application why not look to the millenials who have the latest technology at their
fingertips? JCP will host the JCP Mobile Apps Challenge from February 11 to April 11 2012, where students from The
University of Michigan, University of Texas–Austin, Massachusetts Institute of Technology, Carnegie Mellon University,
and The University of California–Berkley can submit Android mobile apps that they developed individually or with a team
through the JCP Mobile Apps Challenge Microsite. The mobile apps must incorporate the following components:
• Enhancement of in-store JCP shopping experience
• Customization for the user
• Comprehensive and attractive user-interface
The JCP Mobile Apps Challenge will waive development costs of an innovative mobile application while engaging the
community with the spirit of JCP. Five finalists will be chosen and then voted on by the public through the Microsite,
advertised on Facebook, Twitter, and JCP.com. The winning mobile app team will receive a $10,000 store credit to JCP
and consideration for implementation of their mobile app. JCP Mobile Apps Challenge participation will be publicized
through Facebook and advertised through the Engineering departments at the chosen participating universities. When
you’ve worked this hard, why not?
App Sponsorship
$600,000
To continue to be on-the-go with our Savvy Shoppers, JCP will sponsor mobile applications in music, social networking,
and location-mapping categories. JCP will sponsor following mobile apps that Savvy Shoppers most frequently access:
• Pandora – the top downloaded music app for the iPhone and Blackberry
• Twitter – the top downloaded app for Blackberries
• Google Maps – the 4th top utilized app among Savvy Shoppers
23
MEDIA MIX
Budget Flowchart
Media
TV
Broadcast
Phase I
Phase II
Cable
HGTV
E!
TLC
Magazines
Brides
Cosmo
US Weekly
Shape
People
People StyleWatch
Real Simple
Redbook
Internet
Hulu
AdWords
Fashionista.com
HGTV.com
People.com
TheKnot.com
Shape.com
TravelChannel.com
Facebook
Twitter
Digital/Mobile
JCP Style Agents
JCP Virtual Rewards App
Mobile Applications
JCP Mobile Apps Challenge
Sponsorship
Susan G. Komen
Mind over Madness Yoga
HGTV's Design Star
Guerilla/Outdoor
Flashion Mob
Fashion Clings
Partnership
Danskin
Carrie Underwood
PRODUCTION
CONTINGENCY
EVALUATION
Feb '12 Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
11,930,000
27,803,008
7,814,912
3,349,248
6,698,496
825,465
1,422,000
2,110,044
1,339,410
4,039,000
1,045,660
1,051,800
966,000
4,000,000
6,200,000
774,000
1,054,080
210,000
180,000
268,800
378,000
750,000
150,000
655,000
120,000
600,000
15,000
2,500,000
120,000
275,000
180,000
1,385,700
500,000
1,500,000
5,000,000
1,789,377
1,000,000
TOTAL
2.0% 2.9% 1.6% 1.8% 1.0% Budget Pie Chart
5.0% 1.4% Broadcast Television
Cable Television
39.7% 14.0% Magazines
Internet
Digital/Mobile
Sponsorship
Guerilla/Outdoor
12.8% Partnership
Evaluation
17.9% 24
$ TOTAL
Production
Contingency
100000000
IN STORE EXPERIENCE
In-Store Experience
From our primary research it became evident that our Savvy Shoppers would like to see many changes to the in-store
experience. No matter the store location, JCP should deliver a consistently positive and memorable
in-store experience to reinforce brand identity and exceed the expectations of Savvy Shoppers.
Streamline
We suggest that JCP streamline the store and remove some of the product from the floor and keep it in
inventory. Our primary research suggests that when Savvy Shoppers see mannequin products that they like, it’s hard
to find the actual product on the racks because of the “clutter.” Minimizing “clutter” prevents stacks of clothing from
becoming piles, improves organization, and promotes quick-trend spotting. Mimic the mannequin, why not?
Mirrors
From jackets to purses, Savvy Shoppers want to try it on for size, right now. When time is of the essence, why not
turn to the closest mirror? Savvy Shoppers don’t always have to remove clothing to try on an item. JCP will prevent
unnecessary trips to the fitting room by installing more large, floor length mirrors at convenient spots around the store.
These mirrors will promote quick purchases by reducing fitting-room traffic and decreasing the time between initial
product-pickup and purchase. Check yourself out, why not?
Seattle’s Best Coffee Bar
To improve the JCP in-store experience, JCP will establish Seattle’s Best Coffee Bars inside of JCP stores across the
country. As of 2010, there were less than 20 Seattle’s Best Coffee kiosks or in-store cafes in JCP department stores,
showing an opportunity for growth. The addition of a Seattle’s Best Coffee Bar will invite Savvy Shoppers to enjoy
coffee while they shop or take a break to catch-up with friends, increasing the average time spent in-store. Sip coffee
while you shop, why not?
Fitting Room Updates
Although Savvy Shoppers enjoy their “me” time, they also shop with friends and family. By providing a
comfortable seating area outside the fitting rooms, JCP facilitates a “fashion show” environment where Savvy Shoppers can model their deals and steals. Shop with friends, why not?
JCP Kiosks
Utilize JCP’s navigation and in-store purchase kiosks and expand further than the 120 stores with this function. These
kiosks allow Savvy Shoppers to find more sizes, colors, and items that are not on the store floor, view items and add
them to an online dressing room, email images and information about an item to a friend or to herself, and scan the
barcode of a product to learn all about its price, color, and sizes available. Get deals you can touch, why not?
Sizing Center
Shopping online can be frustrating because Savvy Shoppers don’t know if the item will flatter their shape. To improve
online sizing, JCP will have a “sizing center” in each store location, where associates will measure Savvy Shoppers for
sizes to use online and write her measurements on a card. The measurements can also be saved on the current JCP
iPhone app and linked to an online account. When fashion is a click away, why not?
25
CAMPAIGN EVALUATION
Pre-Test Campaign Evaluation
Concept Testing
• Before the release of our advertisements, a total of ten women between the ages of 25 and 34 participated in two
separate focus groups. These groups viewed a storyboard of our commercials.
• Focus group participants reported the ads to be relevant to their lives. In addition, the majority reported that they would
be more inclined to visit a JCPenney after viewing the ad.
Copy Testing
• The same women were recruited two weeks later for copy testing. After showing the participants 15-second clips of
our commercials, we then administered a survey that revaluated recall, brand linake, and attitiudes.
• Results showed that recall was high, however recall for specific parts of each add varied with age. This leads us to
believe that expanding the reach of our advertisements, rather than frequency, will be more efficient in targeting our
inteded audience. In addition, participants easily linked the ads to the JCPenney image. Compared to measures take
before the viewing, all participants reported being more willing to visit a JCPenney after viewing the ads.
Mid-Test Campaign Evaluation
Concurrent Testing
• During the campaign, surveys will be emailed to women between the ages of 24 and 34. Email addresses will be
collected through the JCPenney subscriptions, along with emails from partner companies.
• Feedback will be used to find and improve in areas of weakness.
Post-Test Campaign Evaluation
Rapid Ad Measurement Test
• These will give us a quantitative measure of recall for our print ads.
Gallup Test and Robinson’s InTeleTest
• These will give us another measure of recall in regards to intrusivness, idea communication, persuasion, and
commercial reaction.
• Results from these tests will give us an idea of our overall campaign success. They will also provide us with specific
areas of strength and weakness, which can be used to help steer future campaigns.
Social Media
26
Our efforts to increase social media awareness can be measured by keeping track of how many people join our social
network pages. More specifically, we can measure how many women between the ages of 25 and 35 join our Facebook
or Twitter pages, and this will tell us if we are reaching our intended audience. The JCPenney website can also have
concrete measures of how many people become members from the start to the end of the campaign. Not only will these
measurements tell us if/how much we have improved social media awareness over the whole campaign, but it can also be
used as a feedback throughout the campaign, which can make us aware of areas that are very successful and areas that
could use improvement.
TEAM, TEAM,TEAM
When you love advertising, why not?
We’re the AAF-University of Michigan Student Chapter that hails from Ann Arbor, MI. Without an
NSAC-specific class or an advertising program at our disposal, we’ve comprised a club of diverse,
hard-working, young Wolverines who are incredibly interested in the field of advertising to create a
comprehensive, fun, and relevant campaign for JCP.
Go JCP. Go Blue.
Campaign Managers
Strategy
Media
Creative
Stephanie Durphey
Colin Rolley
Amanda Burnett
Alex Cohen
Robyn Hendel
Amanda Oberski
Bailey O’Shea
Karen Rockwood
Danny Rohde
Layne Steele Paddon
Christina Schucker
Jessica Upfal
David Wolizer
Meredith Zingle
Sze Yen Chan
Tania Lau Fong
Christie Mead
Samantha Etters
Louise Jacobi
Kelsie Kaufman
Jayme Rosenstock
Kyla Suchy
Alison Ver Meulen
27
SOURCES
Research:
http://breakingmedia.com/audience/
http://webcache.googleusercontent.com/
search?q=cache:tBt5euN9mH0J:www.pewinternet.org/Reports/2010/TheRise-of-Apps-Culture/Part-4.aspx+top+downloaded+apps+women+25-34&cd=
1&hl=en&ct=clnk&gl=us&client=firefox-a&source=www.google.comhttp://therealvacation.tv/assets/Sponsor-Agreement.pdf
http://www.vafashionweek.net/vafw2010.pdf
http://www.mobilemarketer.com/cms/news/advertising/7797.htm
http://academic.mintel.com.proxy.lib.umich.edu/sinatra/oxygen_academic/
search_results/show&/display/id=482739/display/id=540805
http://academic.mintel.com.proxy.lib.umich.edu/sinatra/oxygen_academic/
search_results/show&/display/id=482739/display/id=540805
http://galenet.galegroup.com.proxy.lib.umich.edu/servlet/BCRC?
vrsn=unknown&locID=lom_umichanna&srchtp=glb&ste=2&mst=macy%
27s&tbst=tsCS
http://academic.mintel.com.proxy.lib.umich.edu/sinatra/oxygen_academic/
search_results/show&/display/id=482739
http://galenet.galegroup.com.proxy.lib.umich.edu/servlet/BCRC?
vrsn=unknown&locID=lom_umichanna&srchtp=glb&ste=2&mst=kohl%2
7s&tbst=tsCS
http://galenet.galegroup.com.proxy.lib.umich.edu/servlet/BCRC?
vrsn=unknown&locID=lom_umichanna&srchtp=glb&ste=2&mst=target&
tbst=tsCS
http://www.express.com/custserv/about.jsp
http://academic.mintel.com.proxy.lib.umich.edu/sinatra/oxygen_academic/
search_results/show&/display/id=483004/display/id=558013#hit1
http://www.dailyfinance.com/
Parente, D. Advertising Campaign Strategy: A Guide to Marketing Communications Plans. Fourth Edition. Mason: South-Western. 2006.
TV:
http://www.thecab.tv
http://www.tlc.com
http://www.hgtv.com
http://www.cbs.com
http://www.abc.com
http://www.eonline.com
http://www.nbc.com
http://www.contactmusic.com/news.nsf/story/ad-prices-tumble-at-tv-networks_1064279
http://www.contactmusic.com/news.nsf/story/tv-ads-cost-less-in-first-halfof-2010_1146402
http://www.frankwbaker.com/prime_time_programs_30_sec_ad_costs.htm
28
Internet:
http://www.facebook.com/
http://www.twitter.com/
http://fashionista.com/fashionista_mediakit.pdf
http://www.style.com
http://www.hulu.com
http://www.people.com
http://www.hgtv.com
http://www.travelchannel.com
http://www.theknot.com
http://www.checkfacebook.com
Magazines:
http://www.redbookmediakit.com/r5/home.asp
http://www.cosmopolitan.com/about/advertise-online
http://srds.com/mediakits/UsWeekly-print/Rates-Specs.html
http://www.people.com/people/static/mediakit/main.html
http://www.peoplestylewatch.com/people/static/mediakit/main.html
http://www.condenastmediakit.com/bri/genrates.cfm
http://www.shapeonline.com/media_kit/advertising_general.html
Sponsorship:
http://ww5.komen.org/MillionDollarCouncil.aspx?Elite=Elite
Mind Over Madness Yoga: Michelle Henning, 212-452-5229
jcp