JCPenney Book
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Transcript of JCPenney Book
because you’re you.
STYLISHAmerica’s Shopping Destination CREATIVE
QUIRKY
BRA
ND
S
FITS YOUR LIFEINDIVIDUALITY
QUALITY
HA
BITS FITS YOUR STYLE
SITUATION ANALYSIS
RESEARCH
CREATIVE
MEDIA
PUBLIC RELATIONS
RECOMMENDATIONS
BUDGET & MOS
12
4
1018
22
26
30
EXECUTIVE SUMMARY
CONCLUSION31
EXECUTIVE SUMMARYEXECUTIVE SUMMARY
1
Our challenge was to develop a 2012 to 2013 integrated marketing communications plan for jcpenney to increase their market share of women aged 25 -34 and grow their share of wallet in this market segment. Currently one of the largest department stores in the United States, jcpenney asked Dwight, Bentel and Hall Communications to identify a solution to this problem and create a campaign based on our research findings.
We found these women are not connecting with the jcpennney brand personality, hold misconceptions of the jcp brand and merchandise and see jcpenney as “boring, outdated and low quality.”
Dwight, Bentel and Hall Communications will begin to transform these misconceptions by positioning jcpenney as:
• The one-stop shopping destination in the U.S. where customers can find great styles and brands that fit them
• Value propositions and great quality merchandise• A store that understands their customers’ shopping and personal
style needs
Our because you’re you campaign addresses our positioning objectives and allows our target market to connect with jcpenney and the jcpenney brand. With a tagline that speaks directly to these women’sindividual needs and a theme that intertwines the jcpenney brand with these women’s quirks and style habits, we can cohesively promote jcpenney as the number one shopping destination in the U.S.
Using strategic media platforms, Public Relations tactics and creative executions that grab our target market, we can begin to dislodge these misconcep-tions and drive customers into jcpenney stores. This will help jcpenney become America’s number one shopping destination for great styles at great prices.
jcpenney, because you’re you.
Sincerely,
Dwight, Bentel & Hall Communications
Threats
Opportunities
Weaknesses
Strengths
CHALLENGE
CLIENT
PROBLEM
SWOT
SITUATION ANALYSISSITUATION ANALYSIS
Strengths Opportunities
WeaknessesThreats
• Large retail operations• Strong distribution network
• Private label products• Increasing online retail
spending• Exclusivity to brands
• Lower inventory turnover• Weak performance in
Q2’2009• Intense competition• Weak consumer price
index• Rising wages in US
CHALLENGE
CLIENT
PROBLEM
SWOT
2
Develop and present a 2012 to 2013 integrated marketing communications plan for jcpenney to help them acquire and retain female customers aged 25 to 34.
Women aged 25 to 34 represent 16.2 percent of the total market, yet only account for 10.6 percent of jcpenney’s sales. jcpenney’s Share of Wallet with this market is lower compared to all other age groups.
jcpenney’s company vision is “to be America’s shopping destination for discovering great styles at compelling prices”. They want to establish themselves as the growth leader in their industry and delight their customers with great offerings of merchandise and services.
SIT
UAT
ION
AN
ALY
SIS
INDUSTRY TRENDS
COMPETITIVE ANALYSIS
SIT
UAT
ION
AN
ALY
SIS
Since the 2007 recession, U.S. department stores have been working hard to make a comeback. Consumers have been spending less and department stores have been forced to compete with discount stores, mass merchandisers, specialty stores, outlets, and online retailers. In order to stand out among these other retailers, many trends have developed to aid department stores.
First, department stores need to separate themselves from their competition; they need to break away from the sameness that has plagued retailing for years. Stores must now touch on individual tastes to increase customer loyalty rather than focusing on mass appeal.
Second, value players, like Kohl’s and jcpenney, are gaining strength in the market place because they offer exclusive brands and strong value propositions. These value propositions set department stores apart by focusing less on price comparison and more on the com-pany’s unique offerings and overall value. Another major trend growing in the U.S. is online shopping. Department stores must use customer experience as a differentiating fac-tor and focus on individual needs to drive consumers off their computers and into the stores. *
There are three companies that continue to attract our target market. jcpenney will need to find a way to stand out from these top department store competitors.*
The Nostalgic, Classic Brand A Newer Value Player An Original, Innovative Retailer
STRENGTHS
WEAKNESSES
STRENGTHS
WEAKNESSES
3
Strong customer base and distribution channelStrong merchandisingLarge retailer with established presence Company’s “Low-Price Promise”
Rising write-offs that affect profitability Main competition, Walmart, is overall price leader
Dependence on China as largest source
Exclusive brand name offerings Strong market position Efficient inventory management Benefit of “Kohl’s Cash”
Continuous product recall Declining profitability margin Complaints of Kohl’s credit cards & online store
Company reputation Strong brand equity Focus on an upscale fashion market Local focus with “My Macy’s”
More costly than competitors Not as much brand momentum
* NewYorkTimes, To Stand Out, Retailers Flock to Exclusive Lines. 2011.*Datamonitor.com, 2010
RESEARCH STRATEGIES
PRIMARY OBJECTIVES
THE CHALLENGE
SECONDARYPRIMARY
RESEARCH THE CHALLENGE Develop a research strategy to provide insight into the problem (low market share of target market at jcpenney). We set three primary objectives to discover more about our target market...
PRIMARY OBJECTIVES 1. Find and analyze our target market’s perceptions of jcpenney - we needed to find the missing link between our target
market and jcpenney to better understand why they aren’t spending their money at jcpenney.
2. Learn our target market’s shopping behaviors - we needed to understand these women’s key habits and patterns when it comes to their personal shopping styles.
3. Research our target market’s life goals and aspirations - we believe these goals reflect our target market’s purchasing hab-its. These habits will shift as they move through different stages in their lives and jcpenney needs to know what drives these women.
RESEARCH
RESEARCH STRATEGIES
• Distribute online surveys to target market• Conduct in-person and Facebook interviews with target market• Study Prizm consumer segmentation system and VALS consumer
research service• Design and conduct “Sweater Survey”
• Complete in-depth research using Simmons National Consumer Study• Visit multiple jcpenney store locations (mall stores and stand alone stores)• Visit multiple competitor locations, competitor blogs, social media and
online stores• Study jcpenney online articles, blogs, and other sources related to our
target market’s shopping behaviors • Analyze industry marketplace
PRIMARY SECONDARY
4
WHAT WE FOUND
CUSTOMER PERCEPTIONS
RES
EAR
CH
R
ESEA
RC
H
CUSTOMER PERCEPTIONSWe needed to find out exactly what consumers think about the jcpenney brand as a whole.
Most of our target market’s perceptions towards jcpenney are negative. However our research also showed many of these women hadn’t actually been to a jcpenney store in years. This could only mean that our target market has misconceptions about jcpenney, that are not based on in-store experience, but on outside factors like word of mouth and lack of connection to the jcpenney brand.
But we needed to learn more...
NOT MODERNDONT UNDERSTAND NEEDS
BORINGOUTDATED
CH
EAPDOESNT FIT MY STYLE
AFFORDABLEUNORGANIZEDM
ESSY
UNCOMFORTABLE
Women in our target market... Do not see jcpenney as modern or trendy Do not feel jcpenney understands their consumer needs Do not believe jcpenney stores fit their style Do not believe jcpenney has a comfortable shopping environment Does think jcpenney is only for kids and seniors Does think jcpenney’s merchandise is “boring, outdated, and low quality”
BUT, our target market does think jcpenney offers shoppers affordable products with great prices.
WHAT WE FOUND“I’ve never felt that it (jcpenney) was a store that fit my personal style.”
“My parents like to shop there, but I never can find anything that I really like.”
5
RESULTS
HOW
OBJECTIVE
CONSUMER BUYING HABITS
SWEA
TER
SU
RVEY
CONSUMER BUYING HABITS
SWEA
TER
SU
RVEY
SWEA
TER
SU
RVEY Determine if jcpenney’s quality and style as a brand is accurately perceived
in the target market’s mind.
We bought one sweater from Macy’s, Kohl’s, and jcpenney and hid the tags and brands. We asked women in our target market to touch, inspect and tells us which sweater was bought from which store and which was their favorite.
The majority of the women (80%) thought the jcpenney sweater was bought at Macy’s and most women (75%) picked the jcpenney sweater as their favorite.
Our target market’s perception of jcpenney does not accurately represent the style, quality and brands jcpenney carries.
When it comes to shopping, our target market...
Does not use shopping as a social activity, but shops with a purpose Considers store environment a deciding factor when determining where to shop Needs shopping to be convenient (our target market likes to get in and out and back to their busy lives) Shops for specific items, not just to browse Prefers to shop at stores that offer high quality, brand name products rather than low-priced, non-brand products Does not consider price important when shopping (they get what they want)
With these insights, we could now think about how jcpenney could better represent the shopping needs of our target market and what our campaign must address to meet these needs.
ANALYSIS
OBJECTIVE
HOW
RESULTS
ANALYSIS
6 M
AC
YS
KO
HLS
J
CPE
NN
EYS
Our next objective was to discover and analyze our target market’s shopping behaviors and habits. We used primary and secondary research tactics to obtain a better understanding of how these women shop.
WHO IS OUR TARGET MARKET?
THEMSELVESFAMILY&KIDSJOBS
Kids & Cul-de-Sacs (18): Family Life, SuburbanSuburban Pioneers (52): Family Life, SuburbanBoth middle to upper middle class, some with kids, new home owners, most with college education, more fortunate with money and their careers.
New Beginnings (44): Younger Years, SuburbanCity Startups (47): Younger Years, Second CityMobility Blues (53): Younger Years, Second CityAll with lower income, no kids, mostly renters, some college experience, becoming independent and finding their place in life.
Our objective was to find what our target market’s goals and aspirations are in life and in the near future. According to the case study, these women are establishing shopping patterns during this current phase of their lives.
White Picket Fence (34): Family Life, Second CityBlue-Chip Blues (36): Family Life, SuburbanBoth are middle class, with kids, home owners or renters, some college experience, less fortunate families that are younger and just starting out.
JOBS FAMILY&KIDS THEMSELVES
WHO IS OUR TARGET MARKET? PRIZM NE is a marketing tool that provides greater precision when targeting a specific market. It answers the questions of who your customers are, what they are like, what they buy, where you can find them, and how you can reach them. With PRIZM NE’s help, we were able to classify our target into their individual segments based on their current focus in life, whether it is their jobs, their families, or themselves.
7
PSYCHOGRAPHICS
VALS
PSYCHOGRAPHICS
VALSWe used the marketing tool VALS to better understand what drives our target market’s consum-er behavior. We found our target market falls into the VALS category of Experiencers:
Experiencers are motivated by Self-Expression and have access to adequate resources They are young, enthusiastic and impulsive consumers who want their needs to be met by companies They seek variety and savor the new when it comes to products They spend a high proportion of their income on fashion, entertainment, and socializing Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities
Separating the target market into these segments gave us a better idea of where these women are in their lives and how we can reach them more successfully with both our creative strategy and media purchasing.
They want to accomplish their degrees in school and get a career that will provide them with a steady income.They want to be successful doing something they love and be able to support a family.They want to discover themselves and be happy and confident with the person they’ve become.
PSYCHOGRAPHICSRESEARCH
Our target market’s goals and aspirations are very important because these will ultimately shape their shopping habits. The mindsets of these women are similar, with a few common goals they desire to accomplish in the near future.
8
GOALS
HOW
NEXT STEPS?
WHAT WE FOUNDRESULTS
Create a campaign that personally addresses our target market, connects with our target market on an individual level, and begins removing the negative perceptions held by consumers about jcpenney. We will develop campaign goals to meet these objectives.
WHAT WE FOUND
HOW
Our target market holds misconceptions of the jcpenney brand and merchandiseThese women are looking for a personal connection to the stores they shop atOur target market is looking for quality and brands that fit their lifestyleOur target market is searching for affordable prices and convenient shopping destinations
NEXT STEPS?
With our creative executions, we will accomplish these goals by showing the target market that jcpenney offers desirable, stylish and practical merchandise.
We will prove to our target market that jcpenney gives them what they want, at great prices, without sacrificing quality. We will show our target market that jcpenney has a wide variety of options in merchandise that can fit anyone, no matter who they are. By connecting with these women in an emotional and individual way, jcpenney can start identifying with their customers. Additionally, the value proposition will reinforce the jcpenney message and consumers will start seeing jcpenney as their number one shopping destination for great styles at compelling prices.
?
Shift the main focus of jcpenney from price, to quality and styleGive jcpenney style credibility by showcasing their products and exclusive brandsShow our target market that jcpenney cares about their needs and happiness and will help them feel confident and stylishShow that jcpenney can help restore simplicity into our target market’s lives with easy, get in and get out idealsProve that jcpenney recognizes individuality and offers a huge range of products that they feel were made for them
GOALS
Our goals address both value and emotional needs desired by our target market.
9
SELL
CREATE SOMETHING DIFFERENT
MUST HAVE LEGS
CREATIVE CREATIVE
To meet our campaign goals we set aside three simple rules before thinking about our creative theme and executions. Because at the end of the day our campaign must...
Overall, the strategy behind our theme is to create a campaign that resonates personally and emotionally with our target market. We need to grab our target market while still staying true to jcp’s brand identity. jcp needs ads that have a simple and clear message, but that can also break through all the clutter and allow our target market to connect with the jcp brand.
We needed to connect with our target audience in a new and interesting way, while still highlighting jcp’s fabulous brands and styles.
1 MUST HAVE LEGS Campaign must have the potential to run for several years as jcp launches their new brand identity
2 CREATE SOMETHING DIFFERENT jcp needs something different from their competitors, but something that can also relate to our target market
3 SELL The bottom line is to sell. jcp needs advertising that stands out in the clutter of competitive advertising and really grabs our target market. By creating simple,
relatable, brand/product driven advertising that cohesively integrates jcp’s value proposition, we can accomplish our goals to grow the jcp share of wallet.
WE needed TONOT ONLY THINKCREATIVELY BUT also STRATEGICALLY
10
HOW TO ACHIEVE THIS
CR
EAT
IVE
CR
EAT
IVE
We began thinking about these women. Who they are and what’s important to them. We started to think about the little things these women do, the things that make these women unique. And then it hit us. What is it that makes these women different but could also be tied back to style?
It’s the way their favorite pair of heels makes them feel like they’re on the runway or how they never let a little rain ruin their style. It’s their quirks and their habits. It’s all the little things that make them who they are.
It’s this personal connection jcp needs in order to reach our target market. In order to capture this target market, we need to not only show these women that jcp has amazing brands and styles, but also connect with them on a personal and individual level.
We needed to use strong media and communication tactics that cohesively integrated the jcp brand.
We also needed a tagline that was catchy but still consistent with our theme!
This tagline speaks directly to our target market in a conversational and personal way and says, “no matter who you are, you’re you and we love it!”
We began writing headlines and finding images that would grab our target market, but would still clearly depict the jcp brand as a whole and stay true to the jcp message. Within out layout design, we needed to show our audience just how simple and easy it is to shop with jcp and how fabulous the brands they carry really are.
The next few pages describe our way to communicate our theme and jcp as a brand to our target market.
HOW TO ACHIEVE THIS
THE BIG IDEA
because you’re you.
THE BIG IDEA
because you’re you.
11
because you’re you.
The perfect shade of red for a love seat.
At JCP we have brands that fit your life, your style and your home! Because no matter who you are or what you love, JCP has everything to make your house a home. Explore your style and visit a JCP store near you today!
because you’re you.
I take my boots from function to fashion
At JCP we create brands that fit your life and your style no matter who you are JCP is inspired by you to find the latest fashions that work for you, Visit a JCP store today.
We will launch our campaign with exciting full color spreads (bottom) and fall back to single page ads (right). We will integrate our theme andtagline, as well as the jcp brand and keep each ad consistent and true to the jcp brand personality.
12
because you’re you.
I need a bag that can carry around my world
because you’re you.
I wear jeans everyday. No matter the occasion.
+
At JCP we have brands that fit your life and you style. So no matter who you are, JCP is inspired
by you to find the latest fashions that work for you. Visit a JCP store or go to jcp.com today!
At JCP we have brands that fit your life and your style so no matter who you are JCP is inspired by you to find the latest fashions that work for you, Visit a JCP store today.
MUSIC BEGINS
VO BEGINS
WMN ZOOMED IN WASHING HER FACE AND GRABS A TOWEL TO WIPE HER FACE
VO:You don’t mind having a messy closet as long as the end result is a cute outfit, because life is no dress rehearsal.
VO:Waking up is never easy and looking natural doesn’t happen in 5 minutes but you get there.
MUSIC CONT,
VO DURING CLIP
WMN TOSSING CLOTHES, LOOKING FOR AN OUTFIT, LOOKS AT HER DRESSES, PICKS AN OUTFIT AND WALKS OVER TO THE DRESSER
VO:Your idea of glitz and glamour is wearing your favorite pieces of jewelry.
MUSIC CONT.
VO DURING CLIP
WMN GRABS RING OFF JEWELRY HOLDER. ZOOMED IN WHILE PUTTING ON RING AND THEN PUTS ON NECKLACE
VO:At jcp, your quirks and habits inspire us. Which is why we offer great brands like MNG by mango, Liz Claiborne, American Living and more. jcp fits your life and your style no mat-ter who you are. jcp, because you’re you.
MUSIC CONT.
VO DURING CLIP
FULL LENGTH BACK VIEW OF WMN WALKING DOWN THE STREET WITH HER FRIEND.
TELEVISION
For Television, we want to highlight the jcp brands and really make our target market think about the jcp experience as a whole. Each spot would feature similar styles and color bars to cohesively integrate the theme with the brand.
VO:And your favorite pair of heels make you feel like you’re on a runway even if you’re just going to work.
MUSIC CONT.
VO DURING CLIP
WMN IS IN CLOSET JUST SHOWN FROM THE LEGS DOWN, PUTTING ON HER HEELS AND WALKS OUT OF THE CLOSET
13
jcp: “Soundtrack of Your Life”30 Seconds
jcp: “Express Your Style ”30 Seconds
Our radio will incorporate both specific jcp departments and the entire jcp store. Using 30-second commercials, we are able to run more spots and reach more of our target market. Repetition is everything!
We wantthem to hear
MUSIC: UPBEAT MUSIC BEGINS
SFX: JEWELRY JINGLES IN CUE W/ MUSIC
WMN 1: The jingle of my jewelry is the soundtrack to my life
SFX 2: HEELS CLICK ON PAVEMENT, IN CUE W/ MUSIC AND JINGLE OF JEWELRY
WMN 2: The click of my heels makes me feel like I’m on the runway
SFX: POTS AND PANS AND COOKING SOUNDS, PLUS JEWELRY AND HEELS
WMN 3: Sometimes I’ll dress up just to cook a meal
SFX/MUSIC: FADES TO BACKGROUND
VO: At jcp, we believe every woman has her own soundtrack. That’s why at jcp we have designed products that fit your life and your style. So whether you’re adding accessories to your outfit or cooking a great meal, jcp will help you shine. Visit a jcp store near you to
see what else is new!
jcp, because you’re you.
MUSIC: GUITAR BEGINS UPBEAT CHORDS
WMN 1: My kids love outfits that express their personalities
WMN 2: I want my house to be cozy without cost- ing a fortune
WMN 3: I love to mix and match my accessories!
VO: At jcp, we appreciate all the little things that make you, you. And with exclusive brands like MNG by Mango, Bisou Bisou and Worthington, we’re confident you’ll find the perfect style that fits you. So no matter where your day takes you, jcp has brands that fit your life and your style! Visit a jcp store today and see what’s new!
jcp, because you’re you.
RADIO
14
We want
For direct mail, we were looking for a creative way to reach our target market. We decided to include door hanger direct mail. These unique door hang-ers would be placed on customers’ and prospective customers’ front doors and would offer them an incentive to go to the jcp store. These three fold door hangers could include coupons, reward points, highlight new brands and more! This is a great way for jcp to stand out between the bills!
DIRECT MAIL
15
doorhanger in use
inside
At JCP, we appreciate the things that make you unique. That’s why we offer that fit your life and style at a price you can afford.
So no matter who you are or what you do, your personality will shine through.
direct mail piece for printer
Take 20% off your purchase
inside
doorhanger in use
Because you’re you.
At JCP we are inspired by
all the little things you do,
so we’d like to return the
favor!
And with hundreds of
great brands that fit you,
WAYS TO PERSUADEOur campaign will also include E-blasts. We will send out E-blasts to customers and jcp credit card holders, offering them savings, and showing new merchandise. E-mail is a great way to quickly hook a reader and pull them in. And offering coupons gets customers into the store and spending!
I am m
arrying for love, but the gifts don’t hurt either.
because you’re you.
because you’re you.
I wear jeans everyday. N
o matter the occasion.
+
At JCP w
e have brands that fit your life and you style. So no m
atter who you are, JC
P is inspired by you to find the latest fashions that w
ork for you. Visit a JC
P store or go to jcp.com today!
because you’re you.I knew it was possible to turn heads without spending my whole paycheck. because you’re you.
I wear jeans everyday. No matter the occasion.
+
At JCP we have brands that fit your life and you style. So no matter who you are, JCP is inspired
by you to find the latest fashions that work for you. Visit a JCP store or go to jcp.com today!
I am marrying for love, but the gifts don’t hurt either.
beca
use
you’
re you
.
because you’re you.
I wear jeans everyday. No matter the occasion.
+
At JCP we have brands that fit your life and you style. So no matter who you are, JCP is inspired
by you to find the latest fashions that work for you. Visit a JCP store or go to jcp.com today!
beca
use
you’
re you
.I k
new
it w
as p
ossib
le t
o tu
rn h
eads
with
out
spen
ding
m
y w
hole
pay
chec
k.
because you’re
you.
I wear jeans everyday. No matter the occasion.
+
At J
CP
we
have
bra
nds
that
fit y
our l
ife a
nd y
ou
styl
e. S
o no
mat
ter w
ho y
ou a
re, J
CP
is in
spire
d by
you
to fi
nd th
e la
test
fash
ions
that
wor
k fo
r you
. Vi
sit a
JC
P st
ore
or g
o to
jcp.
com
toda
y!
WAYS TO PERSUADE
Women I Men I Juniors I Baby & Kids I Shoes I Handbags and Accessories I Home I Sale
shoes free shippingpromo code SHOES at checkout
Enjoy free standard Shipping on your entire online orderwhen you purchase any pair of shoes! See details below.*
WOMEN’S SHOES
*Free standard shipping on entire order with any pair of shoes end April 20, 2011 12am Eastern. Valid on catalog and on-line orders only. Promo code SHOES required at Checkout. Free Standard Shipping still applies for online order totals of $200 or more, Offers not valid in International orders. Promotions cannot be combined with other offers. Additional fees
may apply for expedited shipping, multiple shipping destinations and handling as indicated on item product page
Store Locations & Events I Gift Card I Shopping Bag I Wish List I Follow JCPenney’s
Our target market spends a huge amount of time online. So we couldn’t resist creating some theme inspired banner and sky scraper ads for our campaign.
ONLINE
Show off your legs with fun, flirty shoes that are just in time for Spring!
Bring this coupon into your nearest jcp store and you can get up to 20% off
your next purchase*
16
BILLBOARD
SUBWAY WRAP
To take our outdoor advertising to the next level, we needed to think outside of the box. Our campaign would feature billboards that highlight jcp’s style and catch our target market’s eye as they drive by.
As our research showed, our current and prospective target market travels frequently on the subway. Our campaign will include full skin
wraps designed to show our target market that jcp has stylish, fun and exciting brands!
OUTDOOR
SUBWAY WRAP
BILLBOARD
17
RADIO
TELEVISION
MEDIA MEDIA
LASTINGDEVELOPGROWTHLAUNCH
In today’s environment, traditional one-way messages to consumers no longer work. People are now in control, are individually addressable, and are choos-ing experiences based upon what really matters and adds value to their lives*. In order for us to capture our target market, we must fully engage them in all touch points that occur. We broke down our segments of media to accompany the campaign cycle. After evaluation of our research, we designed a fit that was best for our audience. We correlated our media strategy with the thought process of our consumers, using an effective approach market strategy. The strategy is a high involvement one that reflects the attitudes of “feel – learn –do.” Our media strategy will not only capture the attention of our target market, but will expand the jcpenney audience.
FREQUENCY & REACHWe are reaching 90% of our target market. A pulsing schedule would best fit our audience, as we want to stay constant in the minds of jcpenney women. Starting in February with a frequency of six, we will then drop to a frequency of four in March and three in April. We will start the cycle back up again in May with a frequency of five and continue down in the same fashion. jcpenney media will peak during key points in the year such as the season change in May, back to school in August, and holiday time in November and December. We will be advertising 11 months out of the year—January will be the only month that we will be omitting due to the traditionally low shopping visits our target market does during that time.
• Introduction of the campaign
• All traditional executions, print, outdoor, & digital
• Our target market is participating in the “feel” aspect of the campaign. Our audi-ence will have an emo-tional response to the new positioning of jcpenney
• Our target market is participating in the team aspect of the campaign
• Includes promotion, call-to-action incentives for our audience
• It’s anything that allows us to connect with our target market at a deeper level by means of interaction
• This would prompt an attitude change of jcpenney
• This part of the cam-paign reinforces value to the brand and the campaign
• Executions are made to highlight a different aspect of jcpenney- a more humanitarian side.
• Our public aware-ness campaign would launch during this period
• Includes out-of-home executions that include fashion shows, direct mail executions and anything that is designed to make the brand shine
GROWTHLAUNCH DEVELOP LASTING
*Leo Burnett*Market Finder, 2011
SPOT MARKETSWe chose the top 75 spot markets, which total 78% of our tar-get market. We will focus on the key markets of Austin, Salt Lake City, Dallas, Los Angeles, and Houston, which make up 10% of the top HH’s, along with our highest index markets.*
• Austin, TX• Salt Lake City, UT• Jonesboro, AR• Hanford-Corcoran, CA• Fairbanks, AK18
PROMOTIONS
RADIO
TELEVISION
PRINTMEDIA LAUNCH
Me
dia
MEDIA
MED
IA
PRINTWe will launch with full-color spreads February, 2012. Introducing our campaign with spreads instead of single page ads will generate buzz and have a larger impact on our target market. For the rest of the year, we will fall back to single page ads. Our print ads will be featured in magazines, such as People, Better Homes and Garden, Woman’s Day, Cosmopolitan and US Weekly. *
TELEVISION We will launch our campaign during the Academy Awards. This results in a high frequency of six, on average, during February. Additional high points of frequency will also be in May, August, November, and December. We will continue to run our commercials on top networks our target market watches. These networks include Lifetime, ABC, HGTV, TLC and E!. Shows will include What Not To Wear, The Stagers, Dinner Impossible, Project Runway and Americas Next Top Model.
RADIOWe will run 30-second radio spots in the top radio markets. Higher frequencies will be played on country stations, as country music is one of the top music genres among our target market. 30-second radio spots will also be cost effective since we can focus on one of the myriad of products featured in jcpenney within the short spot, rather than trying to cram numerous different products in longer 60-second commercials. We will also be able to increase repetition and impressions.
GROWTH jcpenney will sponsor and partner with the top rated shows and places of interest among our target market, generating product placement and improving the brand image for jcpenney.*
Why? Having product placement integrated into these shows and places will give our target a different way to connect with jcpenney. This allows the brand to have multiple touch points in our consumers’ lives, besides just what they see on commercials. Overall, it continues to give jcpenney a higher brand image in the consumer’s mind.With Whom? We will sponsor and partner with a combination of the top rated shows along with other places of interest for our target, based on Simmons research.
*More about our suggested sponsorships and partnerships is explained in the Recommendations section of the book.
Amusement parks Movie theatres Gyms and Community Centers
PROMOTIONS
SHOWSSHOWS PLACES OF INTERESTPLACES OF INTEREST The Academy Awards What Not to Wear The Stagers Dinner Impossible 19
*Simmons, 2009
22
With Internet use and online shopping increasing every day, we believe it’s necessary for jcpenney to reach women while they are browsing online. We are sponsoring sites most visited by our target market such as Polyvore.com, pricegrabber.com and friend-ster.com. We will also sponsor blogs such as the budgetfashonista.com and thebudgetbabe.com. We will use a combination of banner ads, sky scrapers, and interactive rich media. We will promote new ex-clusive brands and merchandise and direct our target market to jcp.com.
jcpenney will takeover and sponsor top rated shows on Hulu. Our target market uses Hulu because of its convenience since content is available to access from laptops, mobile phones, etc. Nielson reports also found that women 25-34 are streaming more enter-tainment-based content than anything else (76% of all streams) and Hulu is one of their top chosen sites.
We are putting jcpenney as the forefront of certain keywords such as “shoes,” “dress,” “kitchen decor,” and “home decor.” Instead of using generic descriptions of the site, we are going to replace them with various tips on improving fashion styles and improving health and wellness.
Bus shelter takeovers allow the target market to interact with the campaign and the brand. Simmons has reported that our target market uses public transportation often. They also reported an index of 121 for women 25-34 who pay a lot of attention to advertisements on bus shelters. We will use bus shelters both in the city and suburban areas.
WEBSITE TAKEOVERS
BUS SHELTER TAKEOVERS
Media will work hand in hand with Public Relations to introduce multiple awareness campaigns sup-porting charities, such as the Boys and Girls Club of America. Research shows our target market appreciates companies who give back to charities. We will also work with additional charities that ap-peal to our target market, like animal shelters and women’s health organizations. (See more sugges-tions in our awareness campaign for PR)
AWARENESS CAMPAIGN
DEVELOPMENT
LASTING IMPRESSIONS
According to Simmons, our target market uses public transportation on a daily basis (index of 168). Selected subways and trains that pass by jcpenney locations, such as the jcpenney in Manhattan Mall, will be used. We will employ a combination of executions such as wraps, tunnel ads, and interactive billboards.
TRAIN/SUBWAY
Billboards will be placed in places with high volumes of car traffic. Locations include Atlanta, Boston, Chicago, Dallas, Fort Worth, Houston, LA, NY, Philadelphia, San Francisco and Washington D.C. Together these markets make up 29.6 percent of all households.
BILLBOARDS
HULU
Ex: Five casual clothing essentials needed in every wardrobe: denim (all types), shorts, T-shirts, cotton skirts, dresses and sneakers.
20
Me
dia
Magazine
What Not to Wear sponsorship
The Stagers sponsorship Dinner Impossible sponsorship
:30 sec. spot
homepage takeover
Hulu show takeover
Adwords Targeted Sites
Billboards
Bus Shelters Transit Wraps
In-Theater
Facebook Twitter #becauseyoureyou
Foursquare
Tweet for a Treat
“You” Campaign
JCP: You & Charities
Hangers Coupons
1706.
222.
924.
1294.
11142.
3.
15.
MONTHS Feb March April May June July August Sept. Oct. Nov. Dec. Jan. GrossRatingPoints
Cost
Amusement Parks
26,830,000
12,552,300
669,400
30,603,100
25,598,900
n/a
343, 800
Total GRPs:
Total Cost: $99,597,500
13. 643
DIRECT MAIL
PUBLIC RELATIONS
OOH
ONLINE
RADIO
TELEVISION :30 sec. spots Academy award sponsorship
21
INITIATIVES
PUBLIC RELATIONSPUBLIC RELATIONS
INITIATIVES
ChangeDevelop and formulate a public service campaign through social media networks like Facebook, Twitter, and YouTube
Create
AwarenessBring
CommunicationConstant
Gather awareness for the new campaign targeted to our audience through special events in conjunction with charities like the Boys & Girls Club
Maintain contact with the target market through constant updates on mobile devices as well as television
Along with our creative executions, we recognize a need for public relations in order to generate more awareness among our target market. To better reach our target market we will use press releases, organize charity-related special events, and utilize social media.
Our Press Releases will contain information about charity events and contests that consumers can participate in. We will also design press releases stating jcpenney’s goal to drive a culture that advocates conservation. For example, we will create a press release discussing jcpenney’s goal to reduce facility energy consumption by 20 percent per gross square foot by 2015, in order to give consumers a good brand image of jcpenney.
PRESS RELEASEPRESS RELEASE
For the because you’re you campaign, we will send out press releases and direct mail. For any updates and news, we plan to formulate press releases to send out information to the target market and media. Direct mail will be used to send out tangible information for the target market to keep.
22
PUBL
IC R
ELAT
ION
S
SOCIAL MEDIA
PUBL
IC R
ELAT
ION
S
SOCIAL MEDIA Social media will be used to effectively reach our target market in places where much of their time is spent. According to the case study, 45 percent use social media at least once a day.
Create national awareness of our new campaign Keep track and take advantage of the statistics for how many people “like” our page and post comments on the wall, pictures, or links Promote upcoming special events Promote and organize contests for jcpenney consumers
Through Twitter, we hope to capture the attention of our jcpenney followers. Current followers of @jcpYou will be informed of special contests as they check our Twitter newsfeed. Followers will have the opportunity to win prizes by tweeting @jcpYou and placing the hash tag #BecauseYoureYou in the tweet.
The Twitter username will be @jcpYou and the official campaign hash tag will be #BecauseYoureYouWe will take advantage of Twitter’s @ replies and create contests and sweepstakes for the followersOur “Tweet-4-A-Treat” campaign will engage the target market using a QR code and tweeting their findings for them to compete for the lowest prices for particular items found in subways.
FACEBOOK27 percent of the Facebook population is 25-34 years old, and is an effective medium to reach our target market. Using Facebook, we will continue making personal and individual connections. We will:
The official jcpenney YouTube channel will feature all commercials from our campaign, and be used to promote our special events. We will also be able to upload videos that our consumers send to us showing them using and wearing jcpenney products.
Another way for consumers to interact with jcpenney stores is through the mobile application, Foursquare. We will create an original jcp badge so our followers can earn point and coupons as they “check-in” at jcpenney stores. This will give the target market an incentive to further engage in the campaign.
FOURSQUARE
YOUTUBE
23
CONTESTS & PROMOTIONS
SWEEPSTAKES SWEEPSTAKES
jcpenney tweet for a treat is a promotion through the use of Twitter in which consumers take snapshots of QR codes embed-ded within subway posters that are placed in high exposure ar-eas. The unique thing about the interactive posters, is they will feature a marquee that displays the current price of the item displayed. The way the “tweet 4 a treat” works is as follows:
1 Consumers see various subway displays and notice the QR code on the display as well as the interactive marquee. They are to take a picture of the code with their smartphone.2 The QR code will bring them to a portal in which selected pieces of clothing will be displayed with a “tweet” button underneath as well as a tweet counter.3 The idea is that the more tweets one piece of clothing gets, the price will continue to drop a selected amount.4 Tweets will automatically be filled after a user is brought to Twitter containing the hashtag of the various pieces of clothing.
1
4
3
2
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What’s your favorite fashion quirk?
Do you love to wear spring color in winter? Is your favorite outfit a comfy T-shirt and jeans? Did you buy your favorite sweater in six different colors? jcp wants to know what quirky fashion habits you have!
If we love it, you’ll get $1000 dollars to spend on an amazing personal shopping spree. Shop with fashion guru, Stacy London, from the hit show What Not to Wear and find your perfect summer wardrobe for you and a friend. Share your fashion quirks with us!
PRIZES• Limit one entry per household • Must be permanent resident of U.S. or U.S. citizen • No purchase necessary • 10 grand prizewinners • 50 1st place winners receive a $200 gift card to jcpen-
ney and T-shirt from What Not to Wear • 200 2nd place winners receive a $50 gift card to jcpen-
ney and T-shirt from What Not to Wear • 300 3rd place winners receive a free purse from jcpen-
ney and T-shirt from What Not to Wear
BUS SHELTER PROMOTIONS BUS SHELTER PROMOTIONS
YOU-AWARENESS CAMPAIGN
jcp: YOU & CHARITIES
Me
dia
YOU-AWARENESS CAMPAIGNSigns and posters will be displayed in all jcpenney stores with ads support-ing our campaign and message: “Because You’re You”. Women of the target audience will be educated and informed about jcpenney’s new image and how they can fit in with it. This campaign, from May to September, will emphasize the importance of the customer and how jcpenney solves their fashion, home, and lifestyle needs. They will also be shown how they can contribute and give back to the society, and to jcpenney charities in par-
New York City: The impromptu fashion show will take place at the jcpenney store in Manhattan, NY. Live tweeting through @jcpYou will simultaneously
provide updates, photos, and events going on at the show. Facebook status will also change with updates from the fashion show containing all the brand names that are showcased. Any proceeds made from donations will
go to one of the jcpenney charities.
jcp: YOU & CHARITIESBased on James Cash Penney’s belief in doing what is right and just, jcpenney has stayed true to its Golden Rule beginnings and raises money for charities such as the after school programs. We want to help jcpenney in its goal to be a leading corporate citizen in youth development and community involvement by continuing to work with after school pro-grams and FIRST. We will integrate our campaign into events that benefit these charities as well as others that the target has a soft spot for, such as animal shelters and women’s rights. These events will take place through-out the year, highlighting different charities.
In order to further immerse the target market in our campaign, we will host events that are associated with charities that jcp supports. Our target market has also been called “The Giving Generation” be-cause they expect companies to give back and do more business with those who partner with organizations. Therefore, we will continue to work with the Boys & Girls Club along with other charities to attract women of the target market. These events will give the women of our target market a better understanding and opportunity to take part in “because you’re you.”
CHARITIES & CAMPAIGNS
25
RECOMMENDATIONS
STORE LAYOUTSTORE LAYOUTOur target market wants to get in, find what they are looking for and get out. They don’t have hours to spend searching for clothes; they have families, work and busy lives. This is why store layout is so important. We believe jcpenney would benefit from creating a logical and consistent layout for each of their hundreds of stores across the U.S. Each store would not have to be completely the same but would have departments that complement each other, such as woman’s apparel and lingerie, placed close to each other to help move customers through the entire store. We also suggest making sure there is plenty of room for aisles and that displays are evenly spaced within the store. A relaxed shopper is a happy shopper, and happy shoppers spend more.
RECOMMENDATIONS
Sephora is a great addition to the jcpenney stores and will benefit the in-store traffic. As jcpenney continues to expand their relationship with Sephora and build more inside their stores, our idea is to place the new Sephoras towards the middle of jcpenneys, forcing customers to walk through the store and pass all the great products on their way. Even in stores with multiple entrances, this positioning will maximize the amount of products the customer passes. We believe that there will be customers who go into jcpenney specifically for Sephora and we think it has the po-tential to become #1 on the highest cross-shopped list, since Sephora itself has such a loyal following of younger, fashion-conscious women.
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IN-STORE RECOMMENDATIONS
29
IN-STORE QR CODES
LOUNGE AROUND
REC
OM
MEN
DAT
ION
SR
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One of our biggest ideas was to design interactive kiosks customers could use within the store. And in February, jcpenney did just that with findmore kiosks. The findmore kiosk is a great addition to the jcpen-ney shopping experience, but we have a few other suggestions, explained at the top of the page, to take this idea even further.
findmorejcp interactive kiosk
LOUNGE AROUND
IN-STORE QR CODESQR codes are all the rage with 20 percent of our target market and are a great idea to incorporate into the jcpenney stores. With QR codes, customers can scan them from their phones to view videos, style guides, celebrity spot-tings on People Style Watch signs, coupons and much more. QR codes can also be placed on in-store displays for customers to get more information on products or to get make-up tips from Sephora artists and hair tips from the jcpenney Salon.
One idea was to have customers create a jcp profile on the kiosks and on any jcp site. With the profile, they could create an “avatar” designed after their body measurements so they could digitally try on jcpenney merchandise. Through the profile they can also create a wish list, find where those items are located in the store, and get the styles they love even faster. Consumers can also gain points, interact with other customers, blog, Facebook and Twitter right from their jcp profile. With this addition, customers will feel more connected to jcp as a brand. Customers will also be able to access their profile through Facebook, jcp.com and the jcp App.
JCP PROFILE
Although most of our recommendations are made to cater to our target market of women, we also wanted to consider the men who are jcpenney customers. Based on our research, we found that the big-gest thing men desired when going shopping with their wives, girlfriends, or daughters was a rest spot. This would be a small area placed near the women’s apparel so while the women are trying on their outfits, there would be somewhere for the guys to put up their feet and take a break. This lounge type area would
include a comfortable couch and arm chairs, along with a table and WiFi hotspot, where men could pull out their phones and check the scores of the games. This could also be a place where our customers who are busy mothers can take a breather as their kids try on clothes.
jcpenney is the leader in digital innovation. But our research told us cus-tomers believe there is little connection between jcpenney stores, jcp.com and jcpenney’s digital platforms. So our goal is to integrate the online store, mobile apps, the in-store experience, etc...
• Relaunch jcp.com with a new design that fits with the jcpenney brand personality and integrates the “because you’re you” campaign theme
• Create and implement a new navigation system for jcp.com
• Link jcpenney’s social media platforms directly to jcp.com and visa versa
• Allow customers to access their jcp profile accounts and use it as a tool to find styles based on previous purchases
• Allow customers to post reviews and comments on pur-chased products and merchandise
With the jcp app, customers will be able to log into their jcp profile, access their “avatar”, preview special offers and enter contests and sweepstakes. Customers will also be able to send their favorite jcpenney merchandise to their friends. The jcp app will also act as a QR code reader, allowing customers to scan the QR code with their app.
JCP
Mob
ile A
pplic
atio
ns
We highly recommend jcpenney revise their current online store. Currently jcp.com does not match the jcpenney brand personality. jcpenney is modern, trendy and stylish and jcp.com should be just another extension of the jcpenney brand. So we suggest a few things that can take jcp.com to the next level:
jcpenney
DIGITAL RECOMMENDATIONS
27
Find your style habits with Stacey London.
Women Home Kids Baby Men
Login in AccountFind a store Services
TeenAccesoriesShoes
ACADEMY AWARDS – Continuing jcpenney’s partnership with the Oscars will not only mark the launch of the campaign but also preserve the tradition jcpenney has done for many years. Our research with Simmons proves that our target market continually watches this award show more than any other award show. During the show, we will also conduct contests where viewers can vote for their favorite outfits seen on the red carpet with chances to win jcpenney gift cards along with other chosen prizes. This will associate the jcpenney brand with fashion and glamour and get the target market to interact.
WHAT NOT TO WEAR – We will sponsor a special portion of the show since it is one of the highest rated with our target market. The show re-volves around improving the fashion sense of average women by giving them money to get new clothes and great style tips to use in everyday life. On the show, stylists Clinton Kelly and Stacy London will take the lucky contestant to jcpenney as one of the stores they shop at during the show. This will aid in changing our target market’s misconceptions of jcpenney by proving that jcpenney provides high quality, stylish apparel.
THE STAGERS – This is a show that highlights the lives of professional home stagers who get houses ready to be showrooms. Our sponsorship with this show will incorporate jcpenney furniture and other jcpenney home products that modernize any dull or drab home chosen for the show. Likewise, professional stagers can provide details and tips about improving home décor using key items in the jcpenney home collections.
DINNER IMPOSSIBLE – This is another top rated show that our audience loves to watch.* This high-energy show captivates our market, and we will therefore be able to showcase jcpenney kitchen products as a result. During their challenges on the show, we will implement the use of the jcpenney prod-ucts to showcase their practicality and durability.
AMUSEMENT PARKS – An overwhelming number of our target market visits theme parks on a regular basis, whether they have kids or not.* There are even specific resorts they frequently go to, such as Busch Gardens and Disney parks, which we could use to better target them. We would reach these women by sponsoring locker areas in the parks or even designing a “jcp Freshen-Up Station” where they could visit to fix their hair, change their baby, or just sit on one of the jcpenney couches for a minute.
CINEMA ADVERTISING – We want to partner with theaters and show in-theater ads before movies. National Cinemedia reports that most people are in theaters at least 15 minutes prior to the start of the movie. Many women in our target market are heavy movie watchers. According to Simmons, the top rated genres of movies for our target market are horror, romantic comedies and family. Our target market goes to the movies as much as six times per month, which is why we will be advertising in cinemas.*
GO RED FOR WOMEN – One of the most participative activities for our target audience, according to Simmons, is working out and going to the gym. Therefore, we will partner with the American Heart Association in the fight against heart disease. Selected gyms and community centers will have their equipment covered in red, along with the jcp logo, to help promote healthy living.
SPONSORSHIPS & PARTNERSHIPS
28*Simmons, 2001
BUD
GET
& M
OS
QR Codes - when, where QR codes are scanned, analyticsContest Submissions - number of submissionsIncreased traffic on website/sales - Sales and visits per dayPre and Post campaign focus groups - campaign effectivenessApp Downloads - downloads per day, who downloadedJCP Profile Creations - per day, per influencing salesDirect Mail - coupons returned to store, sales from coupons
Impressions per medium - Measurable impressions based on fre-quencyCustomer Reviews - Reviews on product, service, etcSurveys - Customer surveys on products, service, store layoutSocial Media - Facebook friends, likes, tweets per day, following jcpBanner ads - online click through rate, per purchaseE-blasts - Click through rate, purchases from couponsFashion Show - Attendees, charity donations, jcp press
MEASURES OF SUCCESS
INTRODUCTION February: $14,069,231
GROWTH March: 8,909,841 April: 7,728,169 May: 10,957,732 June: 8,284,156 July: 4,550,515
MATURITY August: 11,072,347 September: 9,148,196 October: 4,418,223
LASTING IMPRESSION November: 11,005,387 December: 9,453,664
TOTAL 99,597,461
BUDGET$40,000
$40,000
$61,000
$343,800
$608,400
$957,100
$12,552,300
$25,872,900
$28,598,900
$30,603,100
30
ACCOUNT MANAGER Amanda GeannacopulosCREATIVE DIRECTORKatherine Hyde ART DIRECTORS Nicole Cimmarusti Max GustofsonCOPYWRITERSGeorgia McMillan Nicole Rossi MEDIAIsidora Torres Alex WhitePUBLIC RELATIONSJustin Lacap ADVISORTimothy Hendrick
THE PEOPLE WHO MADE IT POSSIBLE
31
Our campaign was not to make jcpenney into something that it’s not. In no way did we want to change the brand identity of jcpenney. Instead we embraced jcpenney’s image and created a campaign that personally resonated with our target market.
Our because you’re you campaign speaks to our target market on an emotional and personal level. We prove to these women that jcpen-ney understands who they are as people and therefore understands their needs as consumers. We show how the merchandise that jcpen-ney carries are based on these needs, so these women feel as though the products were made for them. Lastly, we express how jcpenney believes in individuality and helps these women feel confident with who they are, no matter how quirky they may be. The end result is showing our target market that jcpenney is inspired by who they are and what they do, and has jcpenney telling these women, “We offer these products for you, because you’re you”.
Our campaign accomplishes all of our goals to change the misconceptions our target market has of jcpenney, while simultaneously giving jcpenney a distinct and modern personality. By promoting the exclusive brands jcpenney offers, our campaign posi-tions jcpenney at a higher level of retail and will not only reach pro-spective jcpenney customers, but customers of other department stores, like Macy’s.
Our refined marketing and messaging will improve jcpenney’s image in the minds of their consumers and will bring them one step closer to being America’s favorite retail destination.
CONCLUSION