Executive Summary Situation AnalysisStrategy & IntegrationIntegrated Brand Promotion ProgramsMeasurement & EvaluationBibliography Contract

This plans book presents the Texas Advertising Group’s (TAG) recommended national, fully integratedmarketing campaign for JCPenney (JCP) targeting females 25-34. The campaign runs February 1, 2012to January 31, 2013 and is designed to acquire new and retain existing customers to grow JCP’s share of wallet from this segment.TAG has established an overall marketing objective of increasing sales to females 25-34 by $210million. This will be achieved primarily by garnering new business from three main competitors (Kohl’s,Macy’s and Target) and by increasing sales to current JCP customers who are members of the target.TAG’s recommended $100 million satellite campaign is built around the positioning and brandarchitecture used in the currently successful “We make it affordable, you make it yours” campaign. All TAG’s recommendations are based on a research foundation that includes 365 mind-maps, 9 in-depth interviews, an online survey with 102 respondents, as well as extensive secondary research.Based on these building blocks, TAG analyzed females 25-34 and concluded that they are an extremely diverse group that breaks down along maturity fault lines. For example, the target includes Fresh-FacedPractical Pros (25 – 27), Newly Married Go-Getters (28 – 30) and Fashion-Conscious New Moms (31 – 34). Although these groups are diverse, TAG’s single big idea is focused on the emotional bond between thetargeted females and retailers that bridge the entire demographic. This bond is based on the fact thatthe strength of a relationship between a customer and a retailer relies not only on the merchandisesold, but more importantly, on the stories created by the customer, based on their experience with thatmerchandise.The campaign will achieve the increased sales objective by utilizing a media strategy built aroundengagement, buzz, cohesion and utility, as well as a creative strategy that focuses on the storiescreated by females 25-34 based on their experiences with JCP’s clothing. In order to continuously and effectively reach the target, the 360-degree media plan is built around touchpoints that are bothtraditional and non-traditional. Non-traditional touchpoints include Groupon, Pandora and Shazam.The media and creative strategy will be complimented by TAG’s suggested new partnerships withSeattle’s Best, Glamour’s Young & Posh and Carrie Underwood. Importantly, TAG recommends againstadding additional clothing lines but instead highlighting JCP’s new partnerships with MNG by Mangoand Call It Spring by Aldo.In conclusion, TAG’s strategy of focusing on the emotional bond between a customer and a retailer willcreate a lasting impression of JCP among females 25-34. Through TAG’s fully integrated campaign of creative, media and partnerships plus an enhanced digital and in-store experience, the target will be

effectively reached. TAG is condent that this marketing campaign will deliver the $210 million in sales