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					TABLE OF CONTENTS




               2    Executive Summary       18   Furniture Wars
               3    Research                19   Rewards Program
               4    Findings                20   Smart Phone Application
               5    Target Market           21   Public Relations
                6   Barriers                22   Just.Be.Cause
                7   Opportunities           24   Promotions and Partnerships
                8   Campaign Objectives     25   Sweepstakes and Give Aways
                9   Planning Strategy       26   Internal Communications Plan
               10   Introducing Find.You.   28   Media Plan
               12   Media Strategy          29   Budget
               13   Creative Strategy       30   Financial Metrics
               14   myjcp.com               31   Team and Honorable Mention
               16   Altar Dash              32   Citations

                                                                                Pg 1
EXECUTIVE SUMMARY

    Women make up half the total population with 6.58% being 25-34 years of age. They control over half of the total wealth
   in America and are known to shop, communicate and donate more than their male counterparts. Women are responsible
   for 73% of all household spending and rarely have time to sit, read, watch or enjoy anything without simultaneously doing
   something else.*


   Find. You. empowers women and their individuality allowing them to personalize their shopping and online experiences at
   JCPenney. The most significant point we strive to make is that not only does Find. You hit the target market directly but also
   women as a whole. Marketing to women of any age, background or ethnicity has to be done in a manner that allows them to
   feel in control and a fundamental part of the campaign.


   The rise of social media and the decline of facebook for marketing** has given us an invaluable feature we will use seamlessly
   throughout the Find.You. campaign as well as a dynamic resource for future JCPenney initiatives. Women are wired to
   connect and interact with others and most are now doing so via online methods. Putting JCPenney in direct contact and
   eyesight of women online will give them an edge over other retail stores and social media as a whole.


   Find. You. will focus on JCPenney exclusive designers, which have proved to be more fashionable in the eyes of the target
   market*** while staying true to brand values and history; nothing ostentatious or endorsed by unpredictable celebrity
   messages. We have given the target market what they’ve asked for in ways that are convenient and familiar to them.
   Find. You. encompasses women, their values and their voices.




         * adage.com-newfemale-whitepaper
         ** technorati.com/blogging/article/2011-social-media-forecast-privacy-concerns
Pg 2     ***JCPenney perception / Fashion focus group 1,570 respondents
RESEARCH
6,808 Total Target Market Impressions
National and local surveys | Focus groups | Interviews | Events | Observations from target market




     STRENGTHS                                 WEAKNESSES                                  OPPORTUNITIES                                   THREATS

Quality of merchandise                     Perception of JCPenney                        Consumer generated response                Other department stores
Philanthropic efforts                      Unclear uniform for sales associates          Digital media initiatives                  Brand loyal market
Nationwide and online presence             Minimal clothing line recognition             Cause marketing                            Cyber Monday privacy breach
Multiple shopping mediums                  Low emphasis on style                         Partnerships                               Recent Black Hat SEO technique
Various shopping departments               Lack of in-store experience                   Media block with Oscars                    Facebook spam filters
In-house design department                 Negative PR from social media                 Decline of Facebook for marketers          Opposing Facebook pages



                                                                      SWOT ANALYSIS:
                                 JCPenney has a good foundation and well established strategic locations but lacks staying power,
                                 attention to detail, and a unique selling proposition. Women want to know, what’s in it for me?




                                                                                                                                                                Pg 3
FINDINGS
    Key Findings                                                                                                         “I feel JCPenney skips the young-adult
        Females 25-34 have a negative perception of JCPenney based on style, store layout
        and previous branding campaigns.
                                                                                                                         market all together. They automatically jump
        Little clothing line recognition and fashion is perceived as below the status quo                                from juniors to parenting. I don’t feel like
        Target market aspires to shop at stores such as Bloomingdales and Nordstrom but
        frequent stores such as Macy’s, Kohl’s and Target due to price point.                                            there’s anything there for me.” Female age 27
    Rationale
                                                                                                                             Only Identifiable JCPenney brands were:
    JCPenney has a perception problem with not only the target market but with the
    fashion industry as a whole. Halston’s reputation as a designer to the elites was
    dramatically transformed when JCPenney purchased the rights to the Halston III line
    in 1982. Unwilling to be associated with a mass-market retailer, Bergdorf Goodman
    dropped the main Halston line.


    To capture the desired demographic JCPenney must be perceived as fashionable first                                       First Impressions:
    and affordable second.


    Positioning JCPenney along side cause marketing efforts will heighten their social
    character within the target market and with women in general. 82% of women said,
    “Price and quality being equal, I am more likely to buy from companies that support a
    social cause I care about.” When marketing to women of any age, purpose should be
                                                                                                                             Bedding Display:                        Red Zone Clearance:
    the guiding factor.                                                                                                      Limited modern aesthetics and           Cheapens value of the clothing.
                                                                                                                             over-stocked stands.                    Overwhelming. Everything
                                                                                                                             Old fashioned.                          appears to be on sale.




                                                                                                                             Clothing Racks & Displays:              Associates:
                                                                                                                             Cluttered. Merchandise setup does not   Not fashionable or identifiable.They blend
                                                                                                                             highlight items.                        in with shoppers. Respondents say they
                                                                                                                                                                     would not consider asking a JCPenney
                                                                                                                                                                     associate for fashion advice.




          Source- Cause Marketing Even More Important for Women In Down Economy, BY STEPHANIE SCHOMER
 Pg 4     Source- Findings based on focus groups, surveys, interviews, events and observations from the target market.
TARGET MARKET
  Women 25-34 make up 6.58% of the overall population. As a whole, women control
  an estimated $4.3 trillion or 73% all household spending in the US.    They are driven
  to connect with others through both digital and in-person dialogue and share to create
  a sense of community.
                                                                                                                   GENERATION Y: FEMALES 25-30
  Research shows that shopping preferences, media use, online habits, and perception                          Make up 40% of the total female shoppers
  of JCPenney are parallel throughout the target segment. The most notable differences                        Tech savvy. Online mediums are main source of information
                                                                                                              Dynamic content needed to retain the audience
  found were attitude variations between the Y-generation, 25-30 and X-generation
                                                                                                              Skeptical, visual, and demand to stand out
  31-34. While marketing tactics are similar for both, the rationale and take-away are                        Require instant gratification, recognition and a custom experience
  slightly different.                                                                                         In early stages of starting their own families


  The Spanish and Asian female communities, although categorized by gen X and Y,
  have individual attributes that marketers should note as well.
                                                                                                                   GENERATION X: FEMALES 31-34
  Hispanic Market:
                                                                                                              Value diversity and have a strong sense of self-reliance
       Advertisements do not reach the female Hispanic market based on language                               Embrace Internet, but uses it in a more constructive manor
       translations alone                                                                                     Structure and reasoning capabilities many gen Y’s are missing
       67% say it is important to find content online in Spanish                                              Established career and family roles
                                                                                                              Greater sense of accomplishment rather than entitlement
       60% connect better to advertising in Spanish, even if they are bilingual                               More likely to have children and be either married or divorced
       Overall feel that bilingual packaging, employees, signage and coupons would
       enhance their retail experience


                                                                                                                   GEN X AND GEN Y SIMILARITIES
  Asian Market:
  By 2015 it is estimated that Asian spending will top $775 billion. 82% of Asian women                       Rely heavily on peer recommendations
                                                                                                              Preferred method of research and communication is social media
  own credit cards and use credit as their preferred choice of payment. By 2020 the
                                                                                                              Spend an average of 3 hours per day online
  Asian market is likely to account for 19% of the total population.                                          92% share promotions with their social circle
                                                                                                              Actively follow retail brands online
                                                                                                              Shop or browse online at least once a day
                                                                                                              Watch the majority of their TV shows online
                                                                                                              26% ignore ads for products they were not seeking out
                                                                                                              Brand loyal to products that fit their needs and wants




                                                                                                                               Source- “Marketing to Women Quick Facts.” She-Conomy.
                                                                                                                       Source- Harbinger Women and Word of Mouth Study, October 2010
                                                                                                                                               Source- Who is Gen-Y, Phillip Smart, Ph.D
                                                                                                                               Source- The Oberlin Review.” Understanding Generation Y.
                                                                                           Source- “Generation Market Research Bundle: Baby Boomers, Gen X and Gen Y.” Packaged Facts.     Pg 5
BARRIERS
       Universal Disconnect
       Perception of JCPenney:
       Target views JCPenney as cheap,outdated and unfashionable.

       Brand presence and recognition:
       Only three brands were identified as JCPenney lines.

       Low emphasis on style
       Advertisements and in-store signage focus on affordability not style.

       Unclear uniform for sales associates
       Females 25 -34 often base shopping decisions on associates style and
       willingness to help. JCPenney associates are perceived as unpolished, impolite
       and unaware of JCPenney brands.


       Minimum involvement
       Lack of in-store experience
       There are very few elements that contribute to a positive shopping experience;
       lighting, layout, service, and ambiance.

       Interior of JCPenney stores
       Appearance and accessibility aisles and displays are cluttered projecting the feeling
       of stress. Limits traffic flow and access to products.


       Brand Trust and dependability
       Unwillingness to socially confront negative issues
                                                                                               Fig. 1
       Cyber Monday privacy issues resulted in alternate Facebook pages such as
       “JCPenney web site problems”, whichredirected traffic and publicly criticized
       JCPenney for removing posts and not addressing the issue. JCPenney refused
       to comment on their unethical practices, which attributed thousands of false click
       throughs to the department stores website. Fig. 1




Pg 6    Source-The Dirty Little Secrets of Search, David Segal NY Times.com
OPPORTUNITIES
  Connect with target audience:                                                          Re-define strategies and collaboration
  Post positioning era                                                                   Partnerships
  It’s not the attributes that matter; it’s what the consumer asks for that counts.      Women talk most about entertainment, shopping, food and wine and relationships.
  The consumer business relationship has evolved giving marketers the power to           They account for planning 92% of vacations and typically plan them online. The new
  communicate with their audience directly. Consumer generated response is the           partnerships introduced in the Find. You. campaign will not only entice the target to shop
  driving force behind current advertising strategies and can be used to ensure that     at JCPenney because of the incentives, but also provide a sense of discovery.
  the brand creates a profitable, mutually beneficial relationship with the target
  audience.                                                                              Influence Target Audience
                                                                                         Digital media initiatives
  Decline of Facebook use for marketers                                                  JCPenney must leverage knowledge of social media use to enhance connection through
  Facebook has undergone many changes and continues to do so. The first brands           new and existing touch points by developing multi-platform content that allows the brand
  to advertise on Facebook were hailed as market leaders, because the medium was         to reach consumers with non-invasive tactics.
  relevant and uncluttered. It allowed for prime placement but now the medium is
  saturated with commercial messages. Although it gives access to a vast number
  of users, companies are unable to track brand loyalty, a big deterrent for companies
                                                                                         Cause marketing
                                                                                         Motivates women directly, as they are 40% more likely to donate than men. It reinforces
  looking to create a solid following of consumers.
                                                                                         social activism and consciousness. Consumers expect brands and companies to be
                                                                                         socially responsible and support local and global communities. 78% of women said, “I
  Exclusive Designers                                                                    feel more positively about companies who partner with a non-profit organization to help
  Highlighting JCPenney’s Exclusive designers will generate awareness of the styles      a social cause.”
  and fashion JCPenney offers to attract the female 25-34 year old target market.




                                                                                                   Source- The Charity Divide: Study Shows Women More       Generous Givers than Men
                                                                                                                                      Source- Women at NBCU, Cause and Effect Study
                                                                                                                                       Source- “2011 Social Media Forecast, John Egan
                                                                                                                                                         Source- ewingenterprise.com    Pg 7
CAMPAIGN OBJECTIVES
       1. Reposition JCPenney as fashionable and affordable, which also increases potential in career
          opportunities at JCPenney.

       2. Design a customizable experience, that will generate a sense of discovery and individualism.
         Myjcp.com, updated rewards program and partnerships will allow potential and existing JCPenney customers to create
         a valuable interactive experience that they control.

       3. Grow Share of Wallet among women ages 25-34 through separate initiatives interconnected
          with the Find. You. campaign.
         Furniture Wars, Altar Dash and Human Trafficking reinforce brand identity and allow for multiple forms of ROI.
         Customers can shop, interact and follow the JCPenney brand indirectly when participating in the campaign elements
         while still generating revenue for JCPenney stores.




          Perception Map                                                                                     Brand Map




                                                                                                                                                                                                Secondary Line
                                     EXPENSIVE




                                                                                                                                                                        Contemporary
                                                                                                                                                                                       Better




                                                                                                                                     Discount or off-Price

                                                                                                                                                             Moderate
                                                                                                             Budget or Mass Market




                                                                                                                                                                                                                 Bridge
                                                                                                                                                                                                                          Designer
                                                                                                                                                                                                                                     Haute Couture
          OUT-OF-DATE                                            FASHIONABLE




                                                                                                     Sales
                                              Future




                           Current




                                      CHEAP                                                                                                                                             Trend D or Price



Pg 8
PLANNING STRATEGY
  1. Introduction
    Campaign elements including myjcp.com, rewards program, Altar Dash, Just. Be. Cause and Furniture Wars will be introduced
    simultaneously through myjcp.com, which will be used to initiate the campaign, increase awareness and encourage interaction.
    We will formally announce the Find. You. campaign using the media block with the Oscars in February 2012.




  2. Reposition
    With the use of ads, billboards, commercials, digital media and online initiatives, we will reposition JCPenney as fashionable and
    up-to-date with both technology, and style and adaptable to each person. Creative will show JCPenney’s exclusive designers,
    which we found are revered as more fashionable within the target market.



  3. Increase Awareness
    Furniture Wars, Twestival, Altar Dash, summer give aways and other various events that are target specific but not only
    centered around shopping will act as mediums to increase awareness and participation between JCPenney and the
    target market.




  4. Confirmation
    Introducing Just. Be. Cause. marketing campaign and social activism throughout all platforms along side fashion forward messages
    allows JCPenney to stay true to the Golden Rule while Standing up for causes they support, an attribute most women are looking
    for in a brand. Along with Just. Be. Cause we will also be highlighting all JCPenney philanthropic efforts.



  5. Follow
    JCPenney contributions and involvement with the target audience via myjcp.com and other communication channels will create
    top of mind awareness for the brand thus instilling the value, trust and dependability women expect. By JCPenney showing
    their followers they are listening to their suggestions and ideas the target market will develop a lasting relationship with
    the brand.




                                                                                                                                         Pg 9
                                                                                                                 VISION                                                                                MEDIA SNAP SHOT
                                                                                          Tone                                                                                                       Online                                              Print
                                                                                          The tone is upbeat, energetic and fashion forward                                                          Style.com                                           People StyleWatch
                                                                                          while staying true to the JCPenney golden rule                                                             Refinery29.com                                       Magazine
    The Find. You. campaign emphasizes the consumer and allows for each person            motto.                                                                                                     Allure.com                                          Allure Magazine
                                                                                                                                                                                                     InStyle.com                                         InStyle Magazine
    to customize their experience as they choose. Using non-invasive tactics Find. You.                                                                                                              Stylewatch.com                                      Latina magazine
    will interconnect with the target market’s lives allowing them to participate with    Creative vision                                                                                            Rachelzoe.com                                       Cosmopolitan
                                                                                          All creative elements will be integrated seemlessly                                                        Perezhilton.com                                     Cosmopolitan en Espanol
    the brand in ways other than shopping. Find. You. operates on multiple platforms      within the Find. You. campaign. Creative will                                                              Omg.yahoo.com
    to ensure elevated ROI results.                                                       showcase JCPenney’s exclusive designer lines                                                               thesuperficial.com                                   Other
                                                                                          and current campaign initiatives with the tag line                                                         celebuzz.com                                        Bravo (:30s spot)
                                                                                          Find.You. and the call to action myjcp.com.                                                                tmz.com                                             Style Network (:30s spot)
    Meaning                                                                                                                                                                                          Oscars                                              Sweepstakes
                                                                                                                                                                                                     Latina.com                                          cosmopolitan.com
    Find. You. is a form of the expression “find yourself”. At times we’ve all found                                                                                                                                                                     cosmohispano.com
    ourselves caught in the inherent drama of life and need a boost back on track.
    We feel that even JCPenney has lost the admiration and awareness they so desire
    from females 25-34 years of age and could use a boost themselves.
                                                                                             Campaign Ad                                                                                      Hispanic Ad Campaign
    Current customers will find themselves connecting and interacting with JCPenney
    in ways they have come to expect in the digital era. They will find a side of
    JCPenney they can make their own and be rewarded for doing so. Potential
    JCPenney customers will find themselves asking, “Is that JCPenney?” in surprise
    of the fashion forward tech savvy messages that embody the Find. You. campaign
    and will soon find themselves an active JCPenney follower. “Find” is the operative
    word and can be used in many variations from in-store signage, online search
    engines and digital initiatives including location based check-ins and interactive
    digital enhancements.                                                                                                                                                                      DESCUBRE: ( Algo para todos )
    Profile Page myjcp.com




                                                                                                                                “Turning home into heaven” designed to make it easy for you
                                                                                                                                to decorate your home fashionably and affordably.



                                                                                                                                                                                                OTRAS
                                                                                                                                                                                                             ALLEN B.       City Streets
                                                                                                                                                                                                             Bisou Bisou    Xersion
                                                                                                     OTHER       ALLEN B.
                                                                                                                 Bisou Bisou
                                                                                                                                City Streets
                                                                                                                                Xersion
                                                                                                                                                                                                MARCAS       I   Ronson     Cabin Creek
                                                                                                                                                                                                                            MNG by Mango
                                                                                                     EXCLUSIVE   I Ronson       Cabin Creek                                                                  EAST 5TH
                                                                                                                 East 5th       MNG by Mango                                                    DE LA        JCP Home       American Living
                                                                                                                                                                                                                                                          DESCUBRETE.   A ti mismo.
                                                                                                     BRANDS :    JCP Home
                                                                                                                 Article 365
                                                                                                                                American Living
                                                                                                                                Liz Claiborn/Claiborn                                           EXCLUSIVA:   Article 365
                                                                                                                                                                                                             Uproar
                                                                                                                                                                                                                            Liz Claiborn/Claiborn
                                                                                                                                                                                                                            Cindy Crawford Style
                                                                                                                 Uproar         Cindy Crawford Style
                                                                                                                 Flirtitude     Artesia JCP Home
                                                                                                                                                                                                             Flirtitude
                                                                                                                                                                                                             Chris Madden
                                                                                                                                                                                                                            Artesia JCP Home
                                                                                                                                                                                                                            nicole by Nicole Miller
                                                                                                                                                                                                                                                                        myjcp.com
                                                                                                                 Chris Madden   nicole by Nicole Miller
                                                                                                                 Liz Baker      One Kiss by Cindy Crawford                                                   Liz Baker      One Kiss by Cindy Crawford
                                                                                                                 Olsenboye                                                                                   Olsenboye




                                                                                             Billboard




Pg 10
                                                                          Find.You. 30 second Spot                                                 (Find.You) Descúbrete. A Ti Misma. Hispanic 30 second spot




                                           Opportunity.



We open on a businesswoman heading toward the                As she enters business doors she is met by a fashion       We open with a Hispanic women looking through the             As she looks through the clothes she pulls out pants
office, she is dressed in stylistic business attire.         forward contemporary dressed female heading out to         store at different styles of clothing.                        from the men’s line in the store. She checks colors and
SUPER: FIND. Opportunity.                                    run some errands. There is a casual glance of approval.    It is clear she is looking for styles that are not for her.   sizes and smiles when she makes her decision and
                                                                                                                        Men or babies clothes.                                        walks away with the clothes she’s picked.
                                                                                                                        SUPER: Descúbre. Tú Momento



                                         Style.




The camera is now following Mrs. Contemporary as she         The camera now follows them on their stroll to the Mall.   The woman opens the door to her car and puts the bags         She parks her car and steps out. Walks into a house with
heads to a taxi. The door of the cab swings open to reveal   A traditionally dressed Mother heading home to end her     and boxes in. She begins to drive away and we can clearly     the bags of JCPenney on her hands and makes her way
two trendy fashion forward friends. Once again there is a    day meets them, there is again a nod of approval and the   see the back seat filled with bags and on the on the back      to the backyard where the whole family welcomes her.
glance of approval.                                          camera follows this woman to her front door.               windshield the JCPenney sign can be seen as she makes
SUPER: FIND. Style.                                                                                                     drives away.
                                                                                                                        SUPER: Descúbre. Tú Oportunidad




                                  Your comfort zone!                                                                                                                                      No importa tu estilo de vida
                                                               No matter your lifestyle,
                                                                                                                                                                                          DESCÚBRETE. A ti misma.


                                                                           www.myjcp.com                                                                                                             www.myjcp.com


As she heads into her living room she collapses into a                 V/O:No matter your lifestyle, Find. You.         We see the whole family gathered and sharing the clothes        V/O: No importa tú estilo de vida. Descúbrete a ti misma.
couch comfy couch.                                                        JCPENNEY. www.myjcp.com                       bough on JCPenney. Everyone is having fun, trying on the                        JCPenney. www.myjcp.com
SUPER: FIND. Your Comfort Zone!                                       SUPER: No matter your lifestyle, Find. You.       things and thanking the woman for the presents
                                                                          JCPENNEY. www.myjcp.com                       SUPER: FIND. DESCÚBRE. Tú Felicidad (Find.Happiness)          SUPER: No importa tú estilo de vida. Descúbrete. A ti misma
                                                                                                                                                                                                 (No matter your lifestyle. Find.You.)
                                                                                                                                                                                                        JCPenney. www.myjcp.com




                                                                                                                                                                                                                                     Pg 11
MEDIA STRATEGY
    Consumer generated response strategies are essential for today’s advertising campaigns. Consumers want to have a
    voice and have their ideas heard. Marketers welcome this shift and are taking the necessary steps to make the most of
    two-way communication channels. All media outlets will have a strong digital presence encouraging the target market
    to interact with JCPenney in mediums they have come to anticipate. Evolving campaign elements heighten interests and
    requires media outlets that are easily modified and updated.




                                               CHANGE                                       BUILD
        REPOSITION                                                                                                             REINFORCE
                                               PERCEPTION                                   RELATIONSHIPS
          TV                                        myjcp.com                                   Find more kiosks                Altar Dash Guerilla
          Print                                     Altar Dash                                  Internal communications plan    Furniture Wars
          Radio                                     PR/Sponsorships                             In-store signage                Co-op promotions
          On-line                                   Events                                      Updated rewards program         Promotional items
          Out of Home                                                                                                           Sweepstakes
          Movie Theatres




Pg 12
CREATIVE STRATEGY
  Creative executions for the Find. You. campaign will portray JCPenney in a way that is fashionable, eye-catching and engaging
  while staying true to their established values. Clothing plays a large part in forming first impressions, much like creative
  executions; as they are the gateway between consumer and the brand. If the target likes what they see initially, they are
  likely to explore further. Using digital attributes in all creative executions will allow for an easy transition from visual to
  tangible resulting in a positive return on impression.




                                                                             CALL TO
                           BRAND                                             ACTION
                       EXCLUSIVE                                                                                           JCPENNEY
                       DESIGNERS                                         MYJCP.COM                                         COLORS
                       Highlighting JCPenney’s                           Call-to-action for each                           Red is an action color and distributes
                       exclusive designers, which are                    campaign element                                  JCPenny’s legacy.
                       perceived as more fashionable
                       and trendy.




                                                                                                                                                                    Pg 13
MYJCP.COM
    Rationale
    Facebook has forever changed the way we communicate and receive information.
                                                                                                                WHY IT WORKS
    Although Facebook is the dominating social media site by today’s standards, according
    to the 2011 Social Media Forecast, that will change for the following reasons:

        A growing mistrust and privacy issues make it difficult for marketers.
        New spam filters can prevent companies’ messages from reaching their consumer
        The most successful marketing campaigns will not be conducted through Facebook
        in 2011.

    Starbucks was among the first to launch an independent social media site designed
                                                                                               Myjcp.com is a mix of social interaction, retail and
    to build a community for it’s customers to contribute their ideas. To date more than
                                                                                               entertainment. It’s more than just shopping; it’s an
    100,000 ideas have been submitted with more than 90 ideas being implemented
    in store.                                                                                  experience that engages consumers creating brand
                                                                                               salience, top of mind awareness and brand recognition.
    Criteria For a Successful Online Presence                                                  Followers will actively build a relationship with the brand
                                                                                               every time they log in, thus creating an invaluable resource
    Identify business objectives:                                                              by which JCPenney can better connect with their market.
    Each page has it’s own unique look with easy navigation and usability as top priority.

    Emphasize being personal:
    Myjcp.com is all about the consumer. Their preferences, their styles and their language.

    Relevant Content:
    All content will be an extension of the brand, the campaign and most importantly the
    consumer and their interests.
                                                                                                  The most talked about product categories are: Beauty
    Leverage wisdom of users:                                                                     products, food/restaurants and entertainment
    Through suggestions, recommendations and voting users will have a voice that                  Top 2 reasons for following or “liking” a brand online is
    JCPenney is fueling and avidly listening to.                                                  for access to exclusive products rewards and discounts
                                                                                                  Women 25-34 are the most avid followers of retail
    Rewards:                                                                                      stores online.
    Special offers, alerts on items to “watch” reward point calculator, and newsfeed alerts
                                             ,                                                    92% pass along information about deals and finds
    from Just.Be.Cause. and Furniture Wars are all positive reinforcements rewarding and          40% have attended a special event at a retail destination
    encouraging user participation.                                                               41% claim online articles are much more influential
                                                                                                  than print.
    Membership privileges:
    Users will have exclusive opportunities for special shopping days, promotions in-store
    and online, access to all myjcp.com pages and events throughout the year including
    fashion shows and meet ups with JCPenney’s exclusive designers.




          Source-   “Sales Force.” Starbucks Distribution & Retail.
          Source-   Egan, John. “2011 Social Media Forecast: Privacy Concerns
          Source-   Women at NBCU, Cause and Effect Study
Pg 14     Source-   Brandweek
MYJCP.COM                                                Profiles and line extensions
                                                         of all exclusive designers


                                                                Suggestions and recommendations
                      Current philanthropic activities




ask for advice, see
product ratings




                                                                                                  Rotating banner with
                                                                                                  JCPenney promotions
                                                                                                  and information.




News feed
showing “home”
store, JCPenney
or JCP teen
                                                                                                   Current promotions,
                                                                                                   updates and
                                                                                                   announcements

                                                                                                   items you choose
                                                                                                   to “watch”

                                                                                                   items based on
                                                                                                   previous searches




                                                                                                              Pg 15
ALTAR DASH

        Altar Dash, an online web series aired exclusively at myjcp.com, was created to further capitalize on the launch of Modern
        Brides wedding accessories and fashion at JCPenney. Eight Couples will compete for eight weeks in challenges reminiscent
        of wedding planning. Couples will have to bake, build and decorate a wedding cake, pick out wedding day bouquets and of
        course the perfect wedding party ensemble. While these might seem like simple tasks there is always a catch. The grooms
        are picking out wedding flowers and the brides-to-be are shopping for wedding night lingerie with the dreaded mother-in-law.
        Altar Dash will put the commitment of eight couples to the ultimate test in hopes of winning the wedding of their dreams.

        The lucky couple and their guests, up to 100, will say “I do” at an all expenses paid private ceremony compliments of
        JCPenney. This includes a custom bridal gown and wedding party ensemble with hair, makeup and photography, venue,
        reception, décor and everything in between! Second and Third place couples will also receive JCPenney gifts for their
        weddings including salon and portrait packages, bridal gowns and exclusive discounts on all wedding adornments. First and
        Second place winners will also receive $8,000.00 in JCPenney gift certificates to be used on furnishings for their home.




              Source- “Wedding Statistics in the United States.” SoundVision.com
Pg 16         Source- advertising.aol.com
ALTAR DASH
  Strategy                                                                                                                                MEDIA SNAP SHOT
     Couples interested in competing can register their email addresses once per day on myjcp.com from February
     2012-March 2012. Top 10 couples are displayed in a live feed on myjcp.com home page and continually updated.                 Print                            Online
                                                                                                                                  Brides Magazine                  The Knot.com
     Top 10 couples will submit a video blog with their story. Up to 2 minutes.                                                   The Knot Magazine                Brides.com
     Myjcp.com users will vote on their favorite couples narrowing the competition down to the final eight.                                                        Mywedding.com
                                                                                                                                  Other                            Weddingchannel.com
                                                                                                                                  TLC (:30s spot)                  100layercake.com
  Interaction:                                                                                                                    E! (:30s spot)                   Hulu.com
                                                                                                                                  Movie Theatres (for release of
     All episodes of Altar Dash will air exclusively on myjcp.com and will rely on users to vote for their favorite couples and   romantic drama, “The Vow”
     keep them in the running for their dream wedding.                                                                            Promotional Items
                                                                                                                                  Guerilla (in-store)
     Each competition will showcase a different aspect of JCPenney such as furniture, cookware, clothing, accessories etc.
     Contestants will earn prizes each week that lucky viewers can win too, just by watching.
     Contestants will be dressed in JCPenney exclusive labels showing viewers the latest fashions. Viewers will have the
     option of clicking on each couple to view their wardrobe and purchase it online or reserve in-store.




                                                                                                                                              WHY IT WORKS
                                                                                                                                     18-49 year old women dominate viewership of
                                                                                                                                     reality TV shows
                                                                                                                                     Nearly 6,200 weddings a day
                                                                                                                                     25.3 is the average age of a bride in the U.S
                                                                                                                                     $72 Billion per year is spend on weddings
                                                                                                                                     June is the peak of wedding season
                                                                                                                                     18-34 year old women were 2x more likely to
                                                                                                                                     view Web TV sites then men




                                                                                                                                                                                Pg 17
FURNITURE WARS
                                                                                                                 MEDIA SNAP SHOT

                                                                                                     Online            Print                  Other
    Overview:                                                                                        ElleDecor.com     Elle Décor Magazine    Sweepstakes
                                                                                                     TheNest.com       The Nest Magazine      Guerilla
    Furniture Wars is an online game concept designed to engage both current and potential
    JCPenney customers who are casual to avid social gamers. It will highlight a key
    element of JCPenney’s product mix and reward players with discounts and promotions
    for furniture or custom decorating consultations by JCPenney.
                                                                                                                     WHY IT WORKS
    Virtual Game Play:
                                                                                                     Social gaming is the fastest growing segment of entertainment
    Each player is given a virtual living space they are tasked with furnishing. In order to
                                                                                                     Puzzles are the highest-ranking games downloaded
    do so players must first strategically remove the furniture pieces through a puzzle of           Comprised of 55% female, 38% of which play 2+ times per day
    miscellaneous items. With each piece successfully removed, the player is given the               Average time spent on each gaming segment is 10 minutes
    option to use it or sell it in the virtual yard sale. Once a room is completely furnished        28% of females have purchased in-game items with real currency
    they will unlock new rooms.                                                                      50% reported playing a game because of social network
                                                                                                     recommendations from friends
                                                                                                     Tie in with philanthropy reinforces playing for a cause
    Points earned for:                                   Points can be used to:
                                                                                                     Mobile gaming will be a $119 billion industry by 2015
        Removing furniture                                   Purchase items from virtual yard sale
        Time spent playing                                   Added to JCPenney rewards card
        Each level completed.                                Donated to any JCPenney philanthropy.


    For every 1,000 points donated to, JCPenney will donate $1 of actual currency to the
    selected organization. Players who donate will receive a 501-C tax form via email.


    Notifications and newsfeed updates on both facebook and myjcp.com will highlight
    player’s achievements and expand the reach of JCPenney’s brand message throughout
    the players social sphere.

    Available on myjcp.com and as a smartphone/ tablet application.
    Available for download on Apple’s App store, Andriod Market & BlackBerry App World.

    Reinforcement:
    To translate the awareness building strategies to a real world setting, JCPenney will
    set up furniture displays in various malls and JCPenney stores throughout the country.
    Here, contestants will have a chance to play a real life version of furniture wars. The
    top 10 fastest times will be displayed online. The top 5 nationwide players will receive
    a $1,000 gift certificate to JCPenney to be used on furniture, home appliances or
    custom decorating.




Pg 18     Source- Elliot, Drew. “Opportunities for Brands in Social Games.”
REWARDS PROGRAM
 Rationale:                                                                                                          MEDIA SNAP SHOT
 The restructured reward program is created to gain loyal female JCPenney customers                                    In-Store Signage
 between the ages of 25-34, while retaining current JCPenney rewards members.                                          myjcp.com
 Members will be able to create and customize their rewards program and be rewarded
 for being themselves.

 Females 25-34 years old claim there are not enough incentives to join the current
 rewards program, especially since 73% do not currently shop at JCPenney. We found
 rewards programs, that allow users the freedom to earn and redeem points as they
 choose, such as American express, are more desirable to the target market.



 Program Overview
     Receive 20% off your next purchase just for signing up
     Automatically earn 200 points by setting up profile page on myjcp.com
     Personalize top 3 spend categories to obtain double the points on each
     Option to donate points to any JCPenney charity of your choice
     Redeemable at defined partnerships for wider range of benefits
     including Sephora
     Points have no expiration date
     There is no limit to the amount of point you can earn.
     Points can be transferred to friends and family
     Complimentary Standard Shipping for all JCPenney purchases in store
     and online
     Manage points at jcp.com, find more kiosks and at the register




                      jcpenney
                         rewards




                                            jcpenney
                                               rewards




                      jcpenney
                         rewards




                                            jcpenney
                                               rewards




                      jcpenney
                         rewards




                                            Rewards Cards




                                                                                      Source- Retail Reward Program www.retailsolutionsonline.com
                                                                                                                  Source- Retail Solution. Colloquy   Pg 19
SMART PHONE APPLICATION
    Rationale
    Women look for ways to multi-task that make their life easier. The current JCPenney
    smart phone application lacks the efficiency that women 25-34 years old look for. By
    combining the current application with more features centered on convenience while
    still related to JCPenney, the application will result in a tech savvy and reliable asset
    women will use on a daily basis. Women are the first to adopt any new innovation that
    simplifies a task.




    Current JCPenney Application:
        Shop Now
        View your Rewards
        Today’s ads
        Sales
        Coupons
        Videos
        Favorite Items
        Store Locator
        Weekly Deals
        Mobile Alerts




    MyJcp.com Application Innovation:
       Virtual Closet: view any items you have saved online
       Virtual Check-in’s; can be used for Just.Be.Cause & future digital media initiatives
       Altar Dash episodes and couples blog
       Charities (Philanthropies)
       Nearby Search: Restrooms, Coffee, Restaurants
       Photo Add: Take photos in-store of your favorites items and add immediately to
       your virtual closet


    Take picture of any item to find similar styles at JCPenney
    Ask questions like location of brands or items while shopping at JCPenney and get an
    immediate response from an associate.




    Why it Works:
    Simplify the shopping experience while making it efficient.
    User friendly
    The target market looks for innovative and useful applications.
    Creates a new modern perception of the stores.




Pg 20
PUBLIC RELATIONS
  Current JCPenney initiatives are designed to create awareness for current customers and rarely transfer onto those not
  connected with the brand. We suggest using multiple communication channels to further reinforce all JCPenney events and
  ideas, which will increase awareness to not only JCPenney but also the causes, ideologies and events they stand for.

                                                             Exclusive Designer page at myjcp.com


  Academy Awards:
  JCPenney will use the 2012 Oscars to officially
  announce myjcp.com, the hub for fashion
  and all things JCPenney. In 2013 the winner
  of Just.Be.Cause marketing campaign will
  win a trip to the Academy Awards to introduce
  JCPenney’s new campaign and philanthropic
  initiatives for the year. JCPenney will
  also take over the website of the Oscars to
  further establish their presence as fashionable
  and influential.



  Twestival:
  A single day, global movement which uses the
  power of social media to organize offline events
  that mobilize communities in support of a local
  cause. JCPenney’s twestival event will be held
  at the end of June, which coincides with the
  completion of Just.Be.Cause efforts.


  educate people on human trafficking among
  other activities. They will also be awarded their
  $1million donation from JCPenney.



  Idea Generator:
  Once a month JCPenney will pose a question
                                                           Fashion Shows:
  through myjcp.com about current issues, news
                                                           JCPenney fashion shows will be held at the top regional stores based on ARC (Associate Rewards Competition)
  or events not specifically related to JCPenney.
                                                           results. JCPenney’s exclusive designers, in house designers and guest designers will display their newest fashions
  Users will be encouraged to voice their thoughts,
                                                           and give participants a chance to see them first. Through myjcp.com JCPenney will choose 5 participants at each
  concerns and suggestions on the chosen topic
                                                           location to be registered fashion bloggers at the event. The lucky 5 will have exclusive all access passes to meet
  with the chance of having their ideas presented
                                                           the designers and take photographs of the event, which they will post on various social media outlets and websites.
  as a solution. This will allow users to stay up
  to speed with current events and have a voice
  backed by the JCPenney Company.

                                                                                                                                    Source- http://www.twestival.com/info.html   Pg 21
JUST.BE.CAUSE.                                                                                                                                                                                                     FR
                                                                                                                                                                                                                     EE




    JCPenney will introduce a cause marketing initiative called Just.Be.Cause. to create awareness to the effects and significance                 MEDIA SNAP SHOTS
    of human trafficking in the US. Just. Be. Cause will not overshadow current philanthropic progress but rather leverage
    JCPenney’s following and existing social activism to further enhance campaign efforts. Just. Be. Cause. will use multiple                       Online            Other
    platforms to engage consumers and encourage participation. 71% of Women want to see companies stand up for what                                 OWN Network       Twestival
                                                                                                                                                    Littlepinkbook.   Polaris Project
    they believe in.                                                                                                                                com               Sponsorship
                                                                                                                                                    Blogher.com       Self-Defense
    The Find. You. campaign is set up to run proficiently with or without the Just. Be. Cause. initiative. We understand this                       glam.com          Classes
                                                                                                                                                    shine.yahoo.com
    recommendation is risky due to the negative connotations surrounding human trafficking but the positive PR and notoriety                        Oprah.com
    we have to gain far outweighs the cons. JCPenney will once again be known as a company that stands up for their beliefs                         Popsugar.com
    and will break through the advertising clutter as not only a department store but also a destination for shopping, discovery                    iVillage.com
                                                                                                                                                    Print
    and social integrity.                                                                                                                           O Magazine


                                   PROBLEM
            2010 marks the FIRST time the US has ranked itself in the Trafficking
            in Persons (TIP) report. The government is publically announcing
            that there is a problem in America and according to Hilary
            Rodham Clinton, “with little media coverage, American’s are                                             CAUSE
            still unaware of the extent of the problem.”
                                                                                                        Simple. There is a market for human
                   12.3 million people are trafficked around the world annually
                                                                                                        trafficking and it’s lucrative
                   200,000 children in US are at high risk of being abducted
                                                                                                        Americans content to look the other
                   particularly young women for the sex industry
                                                                                                        way to children living on the streets
                   49 thousand: the very low number of victims identified in 2009
                                                                                                        and ignore the depths of human
                                                                                                        trafficking in the US




                                                                                                       SOLUTION
        JCPenney Involvement, The rise of cause Marketing:
                                                                                   Polaris Project, founded 2002.
        Cause marketing is an emerging trend targeted specifically to                  Leading organization in US & Japan combating human
        women. Brands tap into social activism and create a positive                   trafficking
        association between charities, brands and consumers. In the                    90% of profits go directly to funding
        downturn of the economy, 81% of females look to brands
        to help them “do good”. With women controlling social                      Key Accomplishments Polaris Project:
        media, cause marketing is starting there. Foursquare, twitter                  Provided specialized services to more than 400 victims
                                                                                                                                                                                                  Just.Be.Cause.
                                                                                                                                                                                                          FREE
                                                                                                                                                                       You can be the key to someone’s future.

        and facebook have all been successful in launching cause-                      Provided 5,000 nights of transitional housing for victims                                     Fact #42  justbecause.org




        marketing campaigns. 58% of women use social media to                          Personally testified before congress 4 times
                                                                                       Played a key role in the shutting down of Craig’s list                                      Ad Campaign
        connect with charities and will refer, retweet and recommend
        it to their friends via social sites.                                          adult services
                                                                                       Chosen by US government to operate the nations 24-
                                                                                       hour hotline
                                                                                       Received the highest 4-star rating for fiscal
                                                                                       responsibility from charity navigator for 3 consecutive
                                                                                       years, a recognition only 13% of rated charities receive.
                                                                                   Annual budget: $3.4 million



Pg 22
JUST.BE.CAUSE.                                                                                                                                                                                     FR
                                                                                                                                                                                                       EE




Strategy:
                                                                                                12,300,000                                                          On ly a litt
   Keys will be used to symbolize that consumers are the key to ending                                                                                                          le ov
                                                                                                                                                                    49,000 victim er
                                                                                                   people were being
                                                                                                                                                                                   s had
   Human Trafficking                                                                            trafficked around the
                                                                                                      world in 2010 .                                                been identi
                                                                                                                                                                                  fied
   Held in June to leveraging summer and extra attention to children
   Utilizing multiple media platforms for levels of engagement and incentives
   Sponsorship of self-defense classes for women nation-wide
   Twestival to increase nationwide awareness

Create Awareness
   Through the month of June, JCPenney will ask followers and celebrity’s with high
   level’s of philanthropic involvement to change their status updates to the place
   they previously lost their keys. Ex. “I lost mine at the park”

                                                                                        Key Frames Story Board
                                                                                        The human trafficking spot engages once again “A day in the life.” For this dramatic yet exciting
   The logo will be placed in various locations including inside JCPenney, Sephora,     spot we emphasize THE.JUST.BECAUSE. in our everyday life. The spot takes you from the
                                                                                        money you spend each and everyday on coffee, gas, cab fare or just running a errand. Each
   at partnership locations and online
                                                                                        exchange of currency in this vector spot will register as a Human trafficking statistic, not for
   Anyone will be able to “hide” a key by printing one from myjcp.com or obtaining      shock factor for realization. Realization of the money you could be donating and how if you
   the code to embed into a website                                                     donate to this specific cause JCPenney will match 100%.
   “Finders” will take a snapshot of the key and upload it to myjcp.com automatically
   logging the location where the key was found
   Profiles will automatically tally number of keys found
   Top 20 “finders” nationwide ranked on home page
   #1 “finder” receives a trip to the Red Carpet event at the 2013 Oscars where
   they will introduce JCPenney’s new campaign and philanthropic efforts for
   the year

Incentives
   Find 10, 20 or 40 keys - earn 20, 30 and 50% off next purchase at JCPenney


             EACH KEY FOUND unlocks $1.00
   JCPenney will donate to the Polaris Project.
              Up to      $1 MILLION DOLLARS.

             Foursquare “check-in-for-charity”   Twestival volunteers have raised
                 raised $15,000 for Haiti          $1.2 million for non-profits


                  78% of women said, “I              69% of moms feel that
                feel more positively about         corporate/ non-profit cause
              companies who partner with a           partnerships are more
              non-profit organization to help      important than ever in the
                      a social cause.”                  current economy

                ROI comes in many forms. Including changed perceptions and
                                      new customer
                                                                                                                                              Source- http://www.twestival.com/info.html
                                                                                                                  Source- Women at NBCU Cause & Effect Study, BrandTrax Panel, Oct. 2010.
                                                                                                                                           Source- “Check-ins for Charity”, Amy-Mae Elliot
                                                                                                                                   Source- Human Trafficking in the US, Jennifer Schroeder
                                                                                                                            Source- US Department of State, Hillary Clinton, www.State.gov
                                                                                                                                                                  Source- Polarisproject.org   Pg 23
PROMOTIONS & PARTNERSHIPS
    Partnerships:
    Starwood Hotels:
    Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure
    companies in the world with 1,000 properties in 100 countries. Starwood® Hotels is a
    fully integrated owner, operator and franchisor of hotels and resorts with internationally
    renowned brands such as: St. Regis®, The Luxury Collection®, Sheraton®, Westin®,
    W® and more. Starwood offers a unique range of brands in different price brackets
    and locations offering even more options for the rewards card members.

    Southwest Airlines:
    Southwest was the first airline to establish a home page on the Internet. In
    September 2010, southwest.com was the 2nd largest travel site and largest airline
    site in terms of unique visitors. There are more than 3,400 flights a day, to 72 cities in
    37 states. During 2010, online bookings reached 84% via southwest.com. More than
    11 million people subscribe to Southwest’s weekly Click ‘N Save mails. During 2010,
    approximately 79% of Southwest
    Customers checked in online or at a kiosk.
    Top 10 airports serviced by
    Southwest Airlines
         Chicago                                      Houston
         Las Vegas                                    Dallas
         Phoenix                                      Los Angeles
         Baltimore/ Washington                        Orlando
         Denver                                       Oakland

    Darden Restaurants
    Darden has grown to become the world’s largest full-service restaurant company.
    Through subsidiaries, they own and operate 1,800 restaurants and serve more than
    400 million meals a year. Restaurants include Red Lobster, Seasons 52, Bahama
    Breeze, Olive Garden, Longhorn and the capitol grill.




Pg 24
SWEEPSTAKES                                                                                                                                                                                   JCP

    Throughout the summer months, June, July and August, JCPenney will be sponsoring various give aways and promotions ranging
    from bonus rewards points to a paid trip to the Mercedes Benz Fashion Week in Miami. All initiatives are fashion forward and target
    specific. Initiatives will be promoted online through JCPenney.com, myjcp.com and in-store. Summer giveaways and promotions
    will not only add a sense of discovery but also create much needed incentives for shopping at JCPenney.

    Contestants must be registered on myjcp.com in order to be eligible to win. Winners will be picked using various methods for each
    give away.

 June
                                                  August
 Find your fashion sense
 Mercedes-Benz Fashion Week                       Find your Business Chic
 Weekend getaway for two to Mercedes-             Back to work
 Benz Fashion Week in Miami along with            JCPenney will be giving away $1,000
 JCPenney gift certificate worth $200.00.         for one lucky woman to revamp her work
 Hotel and Airfare accommodations                 day wardrobe.
 sponsored by Skyteam and Starwood.               Target: Working women
 Target: Single portion of target market          Find your school spirit
                                                  Back to school:
 Find your comfort zone                           In honor of back to school shopping
 Room Make-Over                                   JCPenney will be giving away a $1,000 gift
 Make over one room in your house with up         card to one lucky child, with mom’s help of                                             In-store signage for Sweepstakes and Promotions
 to $3,000.00JCPenney custom decorating           course. Target: Mothers
 specialists will create your vision of the
 perfect comfort zone using JCPenney                                                                                                                   One method of choosing winners will
 home furnishings.                                                                                                                                     be to use the ideas and suggestions
 Target: Women                                                                                                                                         page at myjcp.com.       Here users
                                                                                                                                                       will be able to voice their ideas and
 July                                                                                                                                                  opinions of JCPenney and the ability
 Find your serenity                                                                                                                                    to comment and vote on others.
 Relax and Renew                                                                                                                                       JCPenney will be monitoring and
 $500.00 gift card to JCPenney salon and
                                                                                                                                                       listening to each and every comment
 spa including: hair, nails, waxing and make-
 up provided by Sephora, as well as a new                                                                                                              and providing necessary feedback.
 wardrobe from our Style Watch selections.                                                                                                             Users who participate regulary will
 Target: Mothers                                                                                                                                       have a higher chance of winning
                                                                                                                                                       certain sweepstakes.

 Find your adventurous side
 Wine and Dine
  A trip for two to visit Napa Valley,
 California. Includes hotel accommodations
 for two nights and airfare sponsored by our
 partners at Starwood and Skyteam and a
 Castello di Amorosa winery tour, tasting,
 and dinner. Winning couple will also
 receive a $400 gift certificate that can be
 used at JCPenney and Sephora.
 Target: Married/ Women in relationships




                                                                                                                                                                                            Pg 25
INTERNAL COMMUNICATIONS PLAN
                      FASHION ORIENTED
          To change the perception that JCPenney associates
          are unfashionable and unaware of current fashion                                                          Rationale:
          trends, there will be a mandatory meeting on a                                                            An Internal communications plan is a vital component of a successful IMC, as
          monthly basis where the employees will be educated                                                        employees are the ambassadors of the brand. Two-way communication, between
          on the latest trends in fashion. In addition workshops                                                    JCPenney and associates are key to ensuring success.
          will be offered on fashion, campaign initiatives and
          customer service.
                                                                                                                    It is first necessary to identify any gaps in brand knowledge and motivation for both
                                                                                                                    current and future initiatives. The audit will be conducted online via questionnaires
                                                                                                                    using CBT (computer based training) systems in October 2011. This will allow time
                                   MOTTO                                                                            for evaluation and adaptation of the new plan based on results. The new internal
                                                                                                                    communication plan will be introduced in December 2011 as to prepare the employees
            Our door is always open.                                                                                for the new branding campaign launching in February 2012.
            Have an idea? Want to talk? If it’s important to you,
            we’re listening.

            It’s important to us that every person who works here                                                   Associate Rewards Competition (ARC)
            feels valued, welcome and cared for.                                                                    In order to engage employees in the rebranding process JCPenney will hold a regional
                                                                                                                    contest between stores. Each store will compete to have the highest number of new
                                                                                                                    registered rewards members. Each JCPenney location will submit a short film about
                              OBJECTIVES                                                                            their store, their team and how they plan on acquiring the most rewards members.
                                                                                                                    Prizes such as quarterly bonuses and other incentives including trips and tickets to
             Supporting rebranding campaign                                                                         select events will also be awarded. One winning team will be announced nationally
             Raising awareness of business issues and priorities
                                                                                                                    overall based on:
             Motivating employees                                                                                         Overall number of rewards members
             Communicating latest trends in fashion and promotions                                                        Creativity
                                                                                                                          Community Work
                                                                                                                          Teamwork

                                  TACTICS                                                                           The winning regional locations will become training stores and their techniques and
                                                                                                                    methods will be implemented in all stores throughout that region.

             Communication Channels                                                                                 To further enforce the internal communications plan in-store we have created a line
             CBT (computer based training)                                                                          of exclusive associate uniforms designed to be comfortable and overall fashionable.
             Educating employees on latest trends in fashion                                                        Uniforms will help the associates to stand out amongst other shoppers and be portrayed
             Internships
                                                                                                                    as stylish and chic. To better assist shopper’s custom nametags will accompany the
             Events and meetings
                                                                                                                    uniforms displaying the primary and or secondary language of each associate.
             Feedback channel regulation
             Volunteering and community work opportunities
             Online Contest between JCPenney stores




                                                                                                ”
        Giles, Anne. “The Apps That Connect Us - A Report on Women, Smart Phones and Mobile Apps. The Hand Shake. The Hand Shake, 06/12/2010.
Pg 26   Web. 26 Mar 2011. <http://www.handshake20.com/2010/12/the-apps-that-connect-us.html>.
INTERNAL COMMUNICATIONS PLAN




                               Pg 27
MEDIA PLAN




        Agency Fee




Pg 28
BUDGET
                                                                                                      BUDGET
                                                                                PAID                                                 $46,416,524
                                                                            EARNED                                                   $7,125,000
                                                                             OWNED                                                   $11,277,228
                                                                           CREATED                                                   $15,759,280



                                                                      AGENCY FEE                                                     $12,000,000



                                                                   CONTINGENCY                                                       $7,421,968


                                                                              TOTAL                                            $100,000,000
 http://www.jcpenney.net/about/jcpmedia/corporatenews/articles/jcpenney_Announces_New_Store_Openings_And_Renovation_Plans,152.aspx




                                                                                                                                                   Pg 29
FINANCIAL METRICS
    The Find. You. campaign will continue to increase brand presence in major markets that
    are a key component of our Long Range Plan. We have chose the top 5 states based                                     3.15 Million is the 15% of the projected target market that JCP need to meet to
    on JCPenney’s major store renovation initiatives which also correlate with the top 10                                                       match the national target market.
    locations that share the highest Asian, Hispanic and Caucasian target market mix.
    These will be the leading 10 states for virtual billboard placement and guerilla tactics.
                                                                                                                         YEAR I                     387,450 (12.3% of the 3.15 Million Target Market)
                                                                                                                                                   x $180 Amount of dollars spent annually in department stores
                                                                                                                                                $69,741,000



                                                                                                                         YEAR II                    412,650 (13.1% of the 3.15 Million Target Market)
                                                                                                                                                    548,258 Shoppers Retained (includes 35%
                                                                                                                                                            retention or 135,608 customers from Year I)
                                                                                                                                                   x $180 Amount of dollars spent annually in department stores
                                                                                                                                                $98,686,440



                                                                                                                        YEAR III                    466,200 (14.8% of the 3.15 Million Target Market)
                                                                                                                                                    658,090 Shoppers Retained (includes 35%
                                                                                                                                                            retention or 191,890 customers from Year II)
                                                                                                                                                   x $180 Amount of dollars spent annually in department stores
                                                                                                                                              $118,456,200



                                                                                                                        YEAR IV                     507,150 (16.1% of the 3.15 Million Target Market)
                                                                                                                                                    737,482 Shoppers Retained (includes 35%
                                                                                                                                                            retention or 230,332 customers from Year IIII)
                                                                                                                                                   x $180 Amount of dollars spent annually in department stores
                                                                                                                                              $132,746,760

                                                                         California                 Illinois
                                                                         Texas                      Maryland
                                                                                                                         YEAR V                     560,700 (17.8% of the 3.15 Million Target Market)
                                                                         Washington DC              Pennsylvania                                    818,819 Shoppers Retained (includes 35%
                                                                                                                                                            retention or 258,119 customers from Year IV)
                                                                         New York                   New Mexico                                     x $180 Amount of dollars spent annually in department stores
                                                                         Florida                    Arizona                                   $147,387,420

                                                                                                                                              $ 567,017,820.00
                                                                                                                                              TOTAL 5 YEAR REVENUE PROJECTIONS




Pg 30   http://www.jcpenney.net/about/jcpmedia/corporatenews/articles/jcpenney_Announces_New_Store_Openings_And_Renovation_Plans,152.aspx
TEAM & HONORABLE MENTION
 Franki Cambeletta      Faculty Advisor
   Chelsie Nothaus      President-Account Planner
      Miriam Danell     Vice President
        Josh Cohen      Secretary
  Ignacio Rodriguez     Account Planner | Officer
   Jacqueline Villars   Creative Director | Officer
   Marc Charleston      Creative Director | Officer
 Anthony Anderson       Photographer
       Emily Cribbs     Officer
      Jenna Mosse       Officer
  Nataliya Pidluzhna    Officer
    Mariana Becker      Officer
       Paola Blanco     Officer
      Mike Ricciardi    Officer
        Diana Rojas     Officer
    Gregory Dubois      Officer
        Sasha Beck      Officer
    Roger Sequeira      Officer
     Jeff Echeverria    Officer
     Zhandra Reyes      Video Production
      Angela Reyes      Video Production
 Diego D’Alessandro     Video Production
     Roberto Garcia     Video Production




                                                      Pg 31
SOURCED WORK
    Furniture Wars
    1. Elliot, Drew. “Opportunities for Brands in Social Games.” 360 Digital Influence. Ogilvy Public Relations Worldwide, 10. <http://blog.ogilvypr.com/2010/05/opportunities-for-
    brands-in-social-games/>.

    2. Lauren, Indvik. “Social Gaming Will Generate $1 Billion This Year [STATS].” Mashable. Mashable, 12 Jan 2011. Web. 19 Feb 2011. <http://mashable.com/2011/01/12/social-
    gaming-2011-study/>

    Alter Dash-
    1. “Wedding Statistics in the United States.” Sound Vision. SounVision, 2010. Web. 20 Feb 2011. <http://www.soundvision.com/info/weddings/statistics.asp>.

    Target Market-
    1. Brown, Robert, and Ruth Washton. “The US Market for Multicultural Women.” MarketResearch.com. Packaged Facts, Sept. 2009. MarketResearch.com. Web. 18 Feb.
    2011. http://academic.marketresearch.com/product/display.asp?productid=2118701&curl=&surl=%2Fsearch%2Fresults%2Easp%3Fprid%3D913491912%26query%3Dasian
    %2Bconsumers%2B&prid=913491912

    2. Lyons, Tim. “jcpenney Announces New Store Openings And Renovation Plans.” Jcp.com. JCPenny, 28 Sep 2010. Web. 8 Mar 2011. <http://www.jcpenney.net/about/j
    cpmedia/corporatenews/articles/jcpenney_ Announces_New_Store_Openings_ And_Renovation_Plans,152.aspx>.
       Holland, Stephanie. “Marketing to Women Quick Facts.” She-Conomy. She-conomy, 2009. Web. 20 Feb 2011. <http://she-conomy.com/report/marketing-to-women-quick-facts/>.

    3. “Nielsen Reveals Hispanic Consumer Shopping Behavior Insights.” Target Latino. Hispanic Marketing Blog, 15 Jul 2009. Web. 20 Jan 2011. <http://hispanic-marketing.com/blog/hispanic-
    marketing/hispanic-culture/nielsen-reveals-hispanic-consumer-shopping-behavior-insights/>.
       Segal, David. “The Dirty Little Secrets of Search.” NYTimes.com. New York Times, 12 Feb 2011. Web. 28 Mar 2011. <http://www.nytimes.com/2011/02/13/
    business/13search.html?_r=1>.

    4. Yan, Sophia. “The Oberlin Review.” Understanding Generation Y. 12/08/2006. Web. 11/20/2009. <http://www.oberlin.edu/stupub/ocreview/2006/12/08/features/
    Understanding_Generation_Y.html>.
       “21st Century Hispanic Moms.” Online Hispanic Trends. Online Hispanic Trends, 13 Jun 2010. Web. 27 Jan 2011. <http://www.onlinehispanictrends.com/2010/06/21st-
    century-hispanic-moms-.html>.

    Social Media Site
    1 Egan, John. “2011 Social Media Forecast: Privacy Concerns, Tumblr, E-mail, Facebook on the rise.” Technorati. Technorati, 13 Jan 2011. Web. 26 Jan 2011. <Privacy
    Concerns, Tumblr, E-mail, Facebook on the Rise Read more: http://technorati.com/blogging/article/2011-social-media-forecast-privacy-concerns/#ixzz1CCdENAQc>.

    2. “Recognizing that your online traffic creates offline traffic, and how to manage advertising costs in the process..” Brandweek. 15 Nov 2010. Web. 24 Jan 2011. <http://
    zimana.com/blog/tag/percent-of-us-customers-who-shop-online/>.

    3. “Sales Force.” Starbucks Distribution & Retail. Sales Force, n.d. Web. 18 Jan 2011. <http://www.salesforce.com/showcase/stories/starbucks.jsp

    4. Schuman, Evan. “JCPenney Kiosk Toys With Payment.” Store Front Back Talk. N.p., 10 Feb 2011. Web. 1 Mar 2011. <http://storefrontbacktalk.com/securityfraud/jcpenney-
    kiosk-toys-with-payment/>.

    5. Women at NBCU Cause & Effect Study, BrandTrax Panel, Oct. 2010.

    Human Trafficking/Cause Marketing
    1. Elliot, Amy-Mae. “Check-ins for Charity.” Mashable.com. Mashable.com, 16 Nov 2010. Web. 2 Mar 2011. <http://mashable.com/2010/11/16/charity-checkins/>.

    2. Newcomb, Tim. “The Charity Divide.” New York Times. Times.com, 11 Feb 2011. Web. 22 Feb 2011. <http://www.time.com/time/business/article/0,8599,2048696,00.html>.
       polarisproject.org

    Rewards Program
    1. Retail Solution. Colloquy, 10/01/2009. Web. 4 Feb 2011. <http://www.retailsolutionsonline.com/article.mvc/Retail-Reward-Programs-There-Are-More- 0001>.




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