jcpenny_final_plan

8/7/2019 jcpenny_final_plan

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Advertiser: JCPenny

Campaign: JCPenny Campaign to Reach Women Ages 25-34

Total budget: $100 million

Time frame: February 2011 to February 2012

Media planners: Nicole Lawrence, Alexandra Corey, Kimberly Valero

Media Objectives

o Target market

Females 25-34

Geographic Scope

National with extra weight on urban and second cities

Time frame

February 2012 and February 2013

Budget

$100 million

Reach and Frequency 60% of target at an average frequency of 5 per month during thecampaign

Communication outcome

To reach our target market effectively

To increase awareness of JCPenny among our target

To increase sales among this target

To better the brand image of JCPenny among the target

To have a fun, effective, and diverse media plan

To build a long-lasting positive client-agency relationship

Seasonality/timing

Holiday season Back to school

New Years

Summer

Winter

Fall/spring

Valentines Day

Easter

Support for promotional offers

Coupons (print, direct mail, emails, on website)

Discounts

Family and Friends day

1-day shopping pass

Early bird/ late-night specials

Black Friday/day-after-Christmas specials

Target Audience Analysis

o Targets demographic and psychographic profile

our target customers tend to have graduated high school, attended collegeless than 1-3 years, or attended college in general


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they are primarily white with incomes ranging from $25K-$75Ko Targets media consumption habits

not everyone in this target group can be reached through all the forms ofmedia

to reach specific people in our target market, one must look to see whenthat specific group is most likely to tune in to a specific media

o Competitors:

Age

Target is a store with primarily younger shoppers, whileWalmart has a very broad customer age range

Kohls and Macys have mostly middle-aged customers

JCPennys has a middle-aged to older customer base.

Education

The most highly educated customers shop at either Macys,Target, or Kohls.

The least educated customers shop at Walmart.

JCPenny falls somewhere in between with people who have

graduated high school and may have went to college, but notcompleted it.

Race

Kohls is highly composed of white customers.

JCPenny has an average composition of white customers, butWhites and blacks have an average composition at Walmart but highcoverage.

Macys has a high composition of Asian and black customers.

Media Strategy

o Media mix: Network Television, Cable Television, Network Radio, Spot Radio,

Magazines, Newspapers, Internet, Outdooro Media vehicles/Dayparts

Network TV

American Idol - Primetime

CSI - Primetime

Deal or No Deal - Primetime

Extreme Makeover: Home Edition - Primetime

Greys Anatomy - Primetime

House - Primetime

Americas Next Top Model - Primetime

Desperate Housewives - Primetime

Law & Order SVU - Primetime

My Wife and Kids Early Fringe

So You Think You Can Dance- Primetime

CBS Evening News Saturday Early Fringe

NBC Nightly News Saturday Early Fringe

Telemundo - Daytime

Cable Television

Everybody Hates Chris Late Fringe


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Friends Early Fringe

Law & Order SVU - Daytime

Law & Order Early Fringe

Univision - Primetime

Spot Radio

New Yorko Top 40

Monday-Friday 6am-10am; 3pm-7pm

o Easy Listening

Monday-Friday 6am-10am; 3pm-7pmo Hip Hop and R&B

Monday-Friday 6am-10am; 3pm-7pmo Latin

Monday-Friday 6am-10am; 3pm-7pmo News


San Franciscoo Top 40


Washington, DCo Easy Listening


Miamio Latin

Mon Fri 6am-10am, 3-7pm, 7-11pm; Fri, Sat,Sunday 11-2pm

Dallaso Country

Monday-Friday 6am-10am; 3pm-7pmo Top 40


Phillyo Top 40


o Hip Hop and R&B


Detroit

o Hip Hop and R&B Mon Fri 6am-10am, 3-7pm, 7-11pm; Fri, Sat,Sunday 11-2pm

Houstono Hip Hop and R&B


LA


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o Latin


Magazines

People

Cosmopolitan Essence

Newspapers

Hora Hispana

Internet

Hotmail.como 9am/9am-4pm/4pm-7pm

Yahoo.como 9am/9am-4pm/4pm-7pm

Hotjobs.como 7pm-11pm/11pm-2 am

NBC.como 9am/9am-4pm/4pm-7pm

MSN.como 9am-4pm/4pm-7pm/7pm-11pm

Travelzoo.como 9am-4pm/4pm-7pm/7pm-11pm

Google.como 7am-9am/9am-4pm/4pm-7pm

Outdoor

New York

San Francisco

Chicago

Dallas

Houston

Miami/ Fort Lauderdale

Atlantao Scheduling strategy- pulsing

o Brief justification of the media strategy

We chose to use a diverse media strategy including both traditional andnontraditional media. We chose to use vehicles on both Network TV andCable TV to reach our different segments successfully. We used Spot Radioto target people in both urban areas and second cities, and we put particularemphasis on commuting hours in the morning and evening. We chose

different formats and cities to reach each of our segments. We used aHispanic newspaper and two television channels, Univision and Telemundo,to target them. We chose two general audience magazines, Cosmopolitan andPeople, as well as one magazine for Blacks, Essence. We decided to putbillboards in urban areas and major cities, and for each city, we are targetingspecific segments based on race. On the Internet, we chose sites, which eachrace frequents, and based on how popular it is, we chose how many clicksper month to allow. Finally, we chose to use a creative media plan, includingmobile apps, rewards cards, and coupons sent via text message, to catch our


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targets attention in a different way.

Budget allocation and flowcharto See Appendices D & E

Bibliography/reference

o Choices three. N.p., n.d. Web. 13 Dec. 2010.

o Diaz-Villa, Damarys, ed. Mediaweek Marketers Guide to media; 2010 Media

Trends, Rates, Demographics. N.p.: n.p., n.d. Print.o Mediaweek Marketers Guide to Media; 2009 Media trends, rates, demographics.

N.p.: n.p., n.d. Print.

o Mediaweek Marketers Guide to Media; 2007 Media trends, rates, demographics.

N.p.: n.p., n.d. Print.o Mediaweek Marketers Guide to Media; 2006 Media trends, rates, demographics.

N.p.: n.p., n.d. Print.

Appendix:o Appendix A- Checkpoint 1 part 1 (Media Objectives)

o Appendix B- Checkpoint 1 part 2 (Target Analysis)o Appendix C- Checkpoint 2 (Media Strategy)

o Appendix D- Checkpoint 3 part 1 (Media Scheduling Strategy & Budget Chart)

o Appendix E- Checkpoint 3 part 2 (Flowchart)

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