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
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
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.
Pg 2 ***JCPenney perception / Fashion focus group 1,570 respondents
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
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?
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
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.
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
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
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
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.
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
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
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
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
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
Discount or off-Price
Budget or Mass Market
CHEAP Trend D or Price
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.
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
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.
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
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
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.
ALLEN B. City Streets
Bisou Bisou Xersion
OTHER ALLEN B.
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
Liz Claiborn/Claiborn EXCLUSIVA: Article 365
Cindy Crawford Style
Uproar Cindy Crawford Style
Flirtitude Artesia JCP Home
Artesia JCP Home
nicole by Nicole Miller
Chris Madden nicole by Nicole Miller
Liz Baker One Kiss by Cindy Crawford Liz Baker One Kiss by Cindy Crawford
Find.You. 30 second Spot (Find.You) Descúbrete. A Ti Misma. Hispanic 30 second spot
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
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.
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.)
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.
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
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.
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
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
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.
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
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
Rotating banner with
or JCP teen
items you choose
items based on
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
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
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
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
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.
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
Pg 18 Source- Elliot, Drew. “Opportunities for Brands in Social Games.”
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.
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
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
Manage points at jcp.com, find more kiosks and at the register
Source- Retail Reward Program www.retailsolutionsonline.com
Source- Retail Solution. Colloquy Pg 19
SMART PHONE APPLICATION
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:
View your Rewards
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
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.
The target market looks for innovative and useful applications.
Creates a new modern perception of the stores.
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
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
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.
Once a month JCPenney will pose a question
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
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
The Find. You. campaign is set up to run proficiently with or without the Just. Be. Cause. initiative. We understand this glam.com Classes
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
and social integrity. O Magazine
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
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
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-
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
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
Human Trafficking trafficked around the
world in 2010 . been identi
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
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
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
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
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 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
Las Vegas Dallas
Phoenix Los Angeles
Baltimore/ Washington Orlando
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.
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
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
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
INTERNAL COMMUNICATIONS PLAN
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
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,
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
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
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
AGENCY FEE $12,000,000
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
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
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
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
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
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
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