JC Penney Integrated Marketing Campaign

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JCPenney Campaign Lagniappe Creative “Fashion is changing. Style is forever.”

description

This is a link to my slideshare document, it is a powerpoint that I did for one of my last classes when I was a senior last fall. It is a Integrated Marketing Campaign for JC Penney, this was an AAF sponsored Ad-Team competition which would go on to be brought to life the following spring by Drury Communication Students.

Transcript of JC Penney Integrated Marketing Campaign

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JCPenney CampaignLagniappe Creative

“Fashion is changing. Style is forever.”

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The Team

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Campaign Objectives

• Acquire• Retain• Increase shopping frequency• Reach 75% of target market

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Situational Analysis

• The Challenge

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SWOT Analysis

StrengthsWeaknessesOpportunitiesThreats

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Research Insight

• 61% prefer shopping with family/friends• 49% look at magazines/catalogues before

shopping• Tech-Saavy• Fashion > Price• Shopping is an experience• Purchase Triggers: Work wear, Social wear,Special occasion wear, Home decor

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Research Findings cont.’

Social Butterfly

Target Profile

Tech-Saavy City Dweller

Power Mom

Timeless Classic

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Research Findings cont.’

Current Tagline: “New look. New day. Who Knew?”

Current Creative: Maximum Exposure at Low Prices

Current Brand Image: Everything you want, at prices you can afford.

Current Brand Voice: The department store has always been there for you.

New Perceptions

New Tagline: Fashion is changing. Style is foreverNew Creative: Maximum exposure on new fashion and personal styleNew Brand Image: Fashion and style come first. JcPenneys will always remain affordable.New Brand Voice: The department store that gives you what no other can.

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Advertising Strategy

• Emphasis on new partnerships• Change perception of JcPenneys• Refine JcPenneys current image

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• Social Media• Print (Magazines)• Television• Direct Mail

Marketing StrategyAdvertising Strategy cont.’

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Advertising Strategy cont.’

4 Media Vehicles:•Television (ABC, CBS, Bravo, Fox, TLC)•Magazines (Elle, Glamour)•Online (JCPenney interactive website)•Direct Mail Package

Media Mission

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Partnerships

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Creative Brief

• “Fashion is changing. Style is forever.”

• JcPenneys can carry a woman through her lifeOf style stages.

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Creative Brief cont.’Website

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Creative Brief cont.’Billboard

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Creative Brief cont.’Direct Mail

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Creative Brief cont.’Print Advertisements

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Creative Brief cont.’Television

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Creative Brief cont.’Promotions

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Creative Brief cont.’In-Store Digital Marketing

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Creative Brief cont.’Social Media - Facebook

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Creative Brief cont.’Social Media - Youtube

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Creative Brief cont.’Smart Phone

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Creative Brief cont.’Social Networking

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Budget

Traditional Advertising: $76,341,008•TV, Magazine, Internet, BillboardsPR Promotions: $15,791,000•Rachel Ray, Ladies Night, Kiosks, Direct MailProduction Cost: $1,070,000 (TV, Internet)Evaluation: $50,000Logistics: $100,000Contingency: $2,000,000

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Gantt Chart

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Evaluation

Internet Interaction:•Site Visitors, Facebook Friends, Rachel Ray Participants

Event Stats:•Monitor Ladies Night attendants, LN Surveys

Distribution:•Amount of Direct Mail Distributed, Kiosk Surveys

Participation & Acceptance: •Social Media Comments•Concept Testing

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Questions?..