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Rickie Ashman Merrill Calotta Courtney Cantor Matthew Heymann Imade Ilentamhen Raycha Jagroep Nav Kaur Thais Moraes
Ebba Nelligan Jesse Rose Kendra Rousselet Aaron Ruby
Katherine Simon Rebecca Slotkin Amy Videtto Alan Yeboah
Table of Contents:
Executive Summary Research Research Design SWOT Analysis Insights Campaign Strategy Target Market Segments Segmentation Strategy Objectives Creative Big Idea Creative Strategy & Testing Media Strategy Intrigue Awareness Interest Action Website Social Media Partnerships In-store Recommendations
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Darshan Mehta Gina Myers
Capitol Advertising is excited to present its JCPossibilities campaign. The campaign is based on our key insight: Women 25-34 have more personal and professional possibilities than ever before, creating the constant need for products to complement, enrich, and define their modern lifestyles. Women are natural users of online media with at least 45% using social media and streaming video daily. We engage women with our media and creative executions to leverage our budget. We look forward to meeting and working with you. Thank you for this wonderful opportunity!
Metrics & Long Term Plan Five Year Plan Campaign Rollout Accountability Budget & Media Flow Chart Appendix Why Capitol Advertising
Women 25-34 are the first generation of women with such a broad array of opportunities and choices. Nearly three-quarters of survey respondents told us they were shopping and spending more because of the possibilities available to them. Whether it’s buying a home, moving up the corporate ladder, or starting a family—Oh, the possibilities that await them. We position JCP as an integral part of modern women’s lifestyles by offering affordable, quality products that complement, enrich, and define their life possibilities. “Oh, the JCPossibilities” complements the optimistic feeling about their life possibilities and combines it with a strategic play on JCP’s new logo. Our research shows that when women 25-34 see or hear JCP, they instantly know it is JCPenney. We extend the “P” into words that highlight all the possibilities in their lives, like JCPicasso and JCParadise, and all the products JCP offers to enrich them, like JCPhilosophy and JCPower heels. Extending the “P” signifies life possibilities or products. The duality of our creative strategy is reinforced through branding ads and price level ads. Branding ads focus on image and communicate that JCP is an integral part of modern women’s lifestyles, while price level ads focus on increasing shopping frequency and spending by communicating that JCP has many products at affordable prices.
JCPossibilities uses strategic media placement, brand partnerships, and loyal customers to maximize the reach
of our campaign. Our media strategy guides consumers through a perception change from dated to modern, and ultimately leads them to make a purchase at JCP. By engaging consumers and emphasizing JCP’s modern image, JCPossibilities effectively expands the reach and impact of our message to create a unifying voice. We implement an integrated digital strategy that seamlessly translates from online to in-store. JCPossibilities increases shopping frequency and boosts sales by $110,767,459.
JCPossibilities strategically aligns JCP with the possibilities that define the lives of modern women. This updates
and modernizes the JCP brand without trying to convince women that JCP is suddenly trendy. Our research told us that women value the tradition of JCPenney but they want the brand to reflect who they are today and into the future.
JCPossibilities goes beyond the typical retail campaign and establishes the brand as a relevant part of women’s
lives, assuring them that JCP supports them through each stage of their lives, making them realize...
Oh, the JCPossibilities...
2 Capitol Advertising
JCPicasso: A branding ad that highlights one of the numerous alternative career possibilities for modern women.
ACQUIRE: new female customers ages 25-34 RETAIN: current female customers ages 25-34 INCREASE: shopping frequency GROW: share of wallet
The Capitol Advertising Method
25,000 hours of Secondary Research
We conducted in-depth research on not only the past and current business climate of JCP and its competitors but also the emerging trends in women’s modern lifestyles to better position JCP in the future.
We conducted nationwide quantitative and qualitative research to learn what makes women 25-34 shop and spend more at JCP and what would bring women who shop at competitors to JCP. Using a mix of traditional and cutting edge research, Capitol Advertising unlocks the secret to women’s buying behavior and unmet needs, leading to the development of JCPossibilities. 35 In-Depth Interviews & 4 Nationwide Online Focus Groups
Participants were carefully screened to include 25-34 year old women who had increased retail spending in the past year at JCP or its competitors. We discovered why they shop, what would make them increase shopping and spending, and what makes them go to a store they have never visited before. We learned how to fulfill the needs in women’s modern lifestyles and how to provide them with a successful shopping experience.
• Well-known American brand • Trusted for affordable products for everyday life • Leader in digital innovation (e.g. first retail website, Facebook store) • Ranked #1 in AmEx’s Customer Service Rankings three years in a row • #1 retailer on DiversityInc’s annual ranking of “Top 50 Companies for Diversity”
1,007 Nationwide Survey Respondents
For our 55-question survey, we screened respondents by demographics and shopping behavior. Cross-tabulation analysis led us to discover quantitative data that substantiated our insights, leading to a better understanding of what makes women shop, purchase, and build brand loyalty.
4 Shopping Gurus
We consulted four women in the target market from all corners of the country, leading very different lives. They advised us throughout the development of our campaign, allowing us to create a strategy that could resonate with our target segments.
60 Creative Testing Participants
Which types of messages would best capture and engage the target market with the campaign, ultimately changing brand perception.
• Growing consumer involvement with digital media • Women out-earn male counterparts by roughly 10% in major cities • Higher levels of education lead to more career possibilities than previous generations • Women 25-34 have as many as 10 life transitions (e.g. new home, promotion, marriage) • Endless possibilities = a constant need to purchase new products
To better understand the competition, we asked the target market what they like about JCP’s competitors:
Variety & Coolness of Target Glamour & Quality of Macy’s Discounts of Kohl’s
Prices of Walmart Reliability of Sears Uniqueness of Specialty Stores
• Perceived as a “traditional,” “dated,” and “average” brand made for older generations • Little differentiation in retail industry • Lacks a fully integrated media strategy • Services not top of mind for target market (e.g. gift registry and custom decorating) • Public relations efforts fail to reach target market
• Online “ﬂash sale” retailers (Gilt Groupe, Zappos), competitors (Target, Macy’s, Kohl’s), and fast fashion brands (H&M, Zara) steal market share • Women get married later and have fewer children • Women are time starved, giving them less time to shop • Post-recession, consumers buy fewer things, preferring to invest in expensive, high-quality items
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Women 25-34 feel they can do anything; the new normal is that there is no ‘normal.’ From traditional to avant-garde, this generation is exhilarated by the broad array of possibilities available to them.
Women value relationships above everything else. From family to social networks, women are redefining their relationships to fit their modern lifestyles.
Victory is finding a great deal. A successful shopping experience is defined by finding the right products and brands at the right price.
Efforts to rapidly move JCP from average to trendy are not believable or memorable. Women want the familiarity and tradition of JCP, but they want it to be updated to fit their modern lifestyles.
JCPatio: Updates the target market’s perception of the brand by showcasing its modern furniture offerings.
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Phase 2: Weeks 14-26 Highlights new JCP logo by extending the “P” into Phase 1: Weeks 1-13 Spread the JCPossibilities Spark curiosity about JCP, words that describe the different possibilities highlighting the company’s message and establishes available to modern women. rebranding initiative. JCP as a modern retailer.
JCPenney is Dated
JCPromoters JCPartials JCPotentials
Leverages women’s relationship networks to get them to talk, share information, generate buzz, and promote JCP’s brand. Extends campaign from an emphasis on image and branding to an emphasis on pricing and Branding ads located in airports in products. Branding ads focus on modern women’s our targeted cities personal and professional possibilities to change Phase 3: Weeks 27-39 Phase 4: Weeks 40-52 perception of JCP. Price level ads highlight great Highlight the many product Encourage consumers possibilities within JCP that to purchase using brands at great prices, conveying the deal, which help women fulfill their unconventional tactics. increases shopping frequency and spending. unmet needs. Guides consumers gradually through a perception change from dated to modern by showing customers that JCP has all the products that cater to their modern lifestyles.
40% 15% 50% 20% 60%
15% 10% 10% 5% 10% 9%
99% 85% 80%
JCP is Modern
Women 25-34 have more personal and professional possibilities than ever before, creating the constant need for products to complement, enrich, and define their modern lifestyles.
Price level ad on nymag.com
JCPossibilities is simple, extendable, and effective. We update the JCP brand from dated to modern by aligning it with the many possibilities of women’s modern lifestyles.
Capitol Advertising 7
Target Market Segments
After extensive research, we determined that the best way to retain, attract, and increase shopping frequency and sales among our target market is to segment them based on shopping behavior and their relationship with JCP. Meet our target segments!
Our research shows that the best way to change women’s relationship with JCP is to segment our market based on their shopping behavior at JCP, rather than demographics, which ignore the diverse nature of our target market. Women are more likely to be influenced by one another than by a retailer. We leverage women’s relationship networks to increase frequency and spending at JCP. Since women in our target market are highly influenced by word of mouth, we flip the funnel to focus on JCPromoters, who already view JCP as their “go-to” store, capitalizing on their influence to spread our campaign message. Of the 20.3 million women ages 25-34 in the US, we focus on the 10.6 million who have the highest propensity to shop at JCP. Why we love JCPromoters:
These inﬂuencers share the latest retail gossip with anyone willing to listen.
Relationship with JCP
Shop at JCP 5+ times a year, 48% Rewards members JCP = Classic Prices = a STEAL Product = Classic In-store: Recent life transition Online: Shopping for a speciﬁc item
Social Media Equivalent
Jennifer: 33 years old. When she’s We want JCPromoters to not spending time at home with share information and her husband and kids, she is hard buzz with JCPartials and at work developing her fashion JCPotentials. blog and online start up company. Just the other day, she got a purse from JCP for a steal and posted it on her blog.
What they get out Meet our JCPromoter! of our campaign
Propensity to shop at JCP Direction of inﬂuence
8% of target market 910,000 women 12% of target market 1,400,000 women
These deal-oriented shoppers are on the hunt to ﬁnd the next big steal.
Relationship with JCP
Shop at JCP 2-4 times a year, 8.7% Rewards members JCP = Simple Prices = a DEAL Product = Traditional
Social Media Equivalent
What they get out of our campaign
We want JCPartials to strengthen their relationship with JCP and be aware of all the aﬀordable products that JCP has to oﬀer.
Meet our JCPartial!
Meryl: 28 years old. She is a market research analyst and loves decorating her new home with her husband. She visits Jennifer’s blog, gushes over the purse she posted, and tweets about it. Meryl stops by JCP after work to pick up the purse and a new pair of pumps she found on sale!
JCPromoters are a hidden power in our target market. They are the smallest in number, but have the strongest voice of authenticity and trust. They interact with and influence a wide network of consumers based on their strong connection to JCP. Their message echoes and radiates, as they share convincing information about the JCP shopping experience. JCPromoters already think the way we want the rest of our target to think: JCP is top of mind.
In-store & Online: Sales promotions
73% of target market 8,300,000 women
These brand-savvy shoppers are obsessed with ﬁnding aﬀordable brand name products.
Relationship with JCP
Shop at JCP 0-1 time a year JCP = Old-fashioned Prices = Cheap Product = Average
Social Media Equivalent
In-store: Speciﬁc brands Online: Sales promotions & shopping for a speciﬁc item
Angela: 25 years old. A recent We want JCPotentials to grad, she just got her ﬁrst big break working in the big city. She realize that JCP is a modern retailer that can loves spending time with friends and enjoying her newfound satisfy their needs for brand name products at freedom. She isn’t a fan of JCP, but after seeing Meryl tweet aﬀordable prices. about the great deal she got, Angela spends her lunch break browsing jcp.com.
What they get out of our campaign
Meet our JCPotential!
Why this works: • Focus on shopping behavior (not demographics) in order to directly increase shopping frequency and share of wallet • Target JCPromoters to spread the campaign message and influence other women
80% of JCPotentials to change their perception of the old JCPenney as a dated brand, to the new JCP as an attractive, modern retailer
JCP gives women 25-34 the opportunity to feel victorious by offering quality products at affordable prices to best complement their modern life possibilities.
70% of JCPartials to know that JCP offers a wide range of affordable, quality product possibilities 99% of JCPromoters 65% of JCPotentials 85% of JCPartials to view JCP as an integral part of the exciting possibilities and lifestyles of modern women that JCP values and rewards them for their brand loyalty
The Big Idea
This led us to our big idea:
Women are in a stage of their lives where they are able to shape their futures as they please. There is no limit to their opportunities because society no longer confines women to traditional roles. Modern women’s lives are filled with endless choices, opportunities, and possibilities.
The “A-ha” moment, grasping the multitude of opportunities The possibilities are infinite and evolving
99% of Promoters
Our research showed that JCPromoters, especially Rewards (JCPoints) members, shop and spend the most. By increasing the number of JCPartials, JCPromoters, and JCPoints members, we boost sales by $110,767,459. We focus on increasing online sales because online shopping is growing exponentially and is predicted to make up over half of all US retail purchases within the next 5 years. The convenience, promotional incentives, and 24hour accessibility of online shopping is driving our target market to shop more online. Rationale: We determined ROI by finding target market size, average amount spent per trip, and number of increased trips, both online and in-store. To retain: To increase: 95% of current JCP customers JCPoints Membership by 20% Results = 2.85M JCP customers Results = Increases members from 375,000 to 450,000 To attract: 10% new customers To increase: Results = 830,000 new JCP JCPoints Activity by 50% customers Results = Increases JCPoints members’ additional trips per year from 1.9 to 2.85
To move: 0.75% of JCPotentials to JCPartials Results = Increases sales by $24,555,758 3% of JCPartials to JCPromoters, Results = Increases sales by $34,879,320 14.3% of JCPromoters to JCPoints members Results = Increases sales by $51,332,381
To increase: Online purchases by 50% Average online orders from 1.7 to 2.55 per year Results = Increases online sales by $60,162,900 To increase: In-store purchases by 4% Average shopping trips from 3.3 to 3.43 trips per year Results = Increases in-store sales by $50,604,559
Incorporating possibilities into the brand name highlights the campaign’s integration of lifestyle possibilities with product possibilties and draws attention to the new logo
JCPossibilities shows how JCP’s products complement women’s life possibilities in a fun, easy, and exciting way. Women feel they can do anything; the new normal is that there is no ‘normal.’ We highlight that for every possibility, JCP has offerings to suit their needs. The possibilities refer to the lives of target members and to the many products and departments at JCP. We depict the different possibilities available to modern women to show that JCP is an integral part of their lives. This transitions JCP’s image from average and dated to modern and relevant, encouraging cross-shopping online and in-store, which results in increased sales, shopping frequency, and share of wallet.
TOTAL INCREASE IN SALES (IN-STORE & ONLINE):
JCPossibilities shows how JCP’s products complement women’s life possibilities in a fun, easy, and
exciting way. Women feel they can do anything; the new normal is that there is no ‘normal’. The possibilities in their lives encompass so many diverse options, not just traditional ones. We show that JCP is modern by tapping into these forward-thinking alternative possibilities. Our tagline, “Oh, the JCPossibilities...” emphasizes the optimism and endless opportunities that surround our target market. By using JCP’s initials as the unifying element, we keep the brand at the core of our campaign’s message and use P-extensions to show a multitude of possibilities. The JCPromoters internalize the message and spread it to the other segments. JCPartials respond to the benefit of JCP’s product possibilities and shop more, while JCPotentials identify with life possibilities and update their perception of the brand. Our strategy highlights JCP’s new logo and elevates JCP with a message that is unlike traditional retail ads, inspiring women to think of their own P-extensions, keeping JCP top of mind.
We use strategic media placement and channels to extend the JCPossibilities creative Media Objectives strategy throughout our campaign. The media strategy guides consumers through a perception To reach 99% of JCPromoters 1,334 times/year change from dated to modern, ultimately leading women to make a purchase at JCP. To reach 95% of JCPartials 1,408 times/year For each target segment, we focus on the following media objectives: JCPromoters = We emphasize Reach, since we know they will share our message with friends JCPartials = We emphasize Continuity to keep JCP top of mind JCPotentials = We emphasize Frequency to ensure they remember the JCPossibilities message. Total Gross Impressions = 23,454,061,028
To reach 90% of JCPotentials 1,467 times/year
Level 1: Intrigue
Sparks curiosity about JCP, highlighting the company’s rebranding initiative
Oscars Grammys Emmys Digital Stylist Competition T-shirts 3D Projection Fashion Show TV Commercials Print Ads Banner Radio Cause Marketing Hulu Interactive Bus Stop Escalator Handrails Parking Lots Billboards Transit Product Specific Ads Interactive Print Ads Branded Entertainment Product Placement Website Email Promotions
JCPeek-a-boo: Plays on nostalgia, showing the possibilities of a common household item in a timeless childhood game. Ads are placed in magazines, popular among moms, such as Real Simple.
Level 2: Awareness
and establishes JCP as a modern retailer
It’s clever and new. It tells me that JCP has everything I’m dreaming about. It’s personable and that’s important.
- Jen L., 32 (Tagline and commercial testing)
- Ashley C, 26 [Campaign Testing]
I couldn’t stop thinking of ‘P’ words all week!!
I like this because it makes me think of different possibilities for my wardrobe! For example, I can buy my suit as well as my happy hour outfit, I like the versatility of Oh, the JCPossibilities
- Angie E., 25 (Tagline testing)
Level 3: Interest
High-frequency media tactics highlight the benefits of JCP’s affordable products Encourages consumers to make purchases using non-traditional tactics
Level 4: Action
JCPop-Up Showrooms Vending Machines JCPick-Me-Up Truck JCPoints Social Media
JCPossibilities launches during the 84th Annual Academy Awards. Leading
up to the Oscars, ads air both online and offline to encourage participation in the “JCPut Me on the Red Carpet” Competition. The Oscars are the perfect platform for JCP’s rebranding initiative because it’s one of the most watched televised programs and women make up 65% of viewership. As the only retail sponsor of the event, JCP is able to communicate their message without the interruption of other retailers.
JCPossibilities T-Shirt Promotions Digital Stylist
During the Oscars Red Carpet, an icon appears at the bottom of the television screen encouraging viewers to visit jcp.com to find their own red carpet look. On the site, a live well-known “JCPersonal Stylist” analyzes celebrity fashions on the carpet and describes ways to create similar looks using JCP products.
3D Projection Fashion Shows In celebration of Fashion Week, our campaign features innovative fashion shows in Miami, Dallas, Los Angeles, and New York. During the show, 3D projections portray a series of changing designs on models’ white clothing as they walk down the runway. The clothing is made in collaboration with our JCPartners. The fashion shows are open to the public and take place near high-traffic JCP stores. The shows air on jcp.com, where women can experience the show as insiders. On the site, they can stream a video that lets them sit in the front row by the runway, with the option to view different aspects of the show. Women can also read about the story behind the show and view behindthe-scenes videos.
“JCPut Me on the Red Carpet” Competition
Participants are challenged to tweet using #JCPossibilities for a chance to win a trip to the Oscars. Beginning in January, advertisements on jcp.com, fashion blogs, and celebrity related websites appear to spur involvement in the contest. Spotlight features on shows such as “E! News,” “Access Hollywood,” “The View,” and “Good Morning America” further extend coverage of the competition. During the Oscars, “Spotlight” commercials show snapshots of the winner and her journey. This event promotes JCP through social media buzz and coverage from entertainment news sources. Association with the Oscars spread the message that JCP is no longer dated but modern.
To build campaign hype, JCPossibilities t-shirts are distributed at the fashion shows and in-store. The t-shirts feature diverse P-extensions, such as JCPride and JCPoderosa (Spanish for “powerful”) to better connect with the target market’s lifestyles and ambitions. Women receive discounts when wearing the shirts while shopping on certain days throughout the campaign.
Why this works: • 24.4 million women watch the Oscars each year, allowing JCPossibilities to reach a significant portion of the target market • Oscars competition fosters word of mouth marketing through retweets, extending the reach of our campaign before it even launches • The Digital Stylist encourages online shopping and enhances brand image
Why this works: • Innovative technology generates buzz and curiosity about JCP’s modern product possibilities • 3D Projection Fashion Shows serve as a direct call to action for in-store and online purchasing • Promotional t-shirts draw attention to the new JCP logo, drive in-store activity and sales, and turn JCPartials into JCPromoters
Branding ads explore the life possibilities of the target market. They focus on connection by tying women’s aspirations to the JCP brand through different P-extensions that are incorporated into the logo. Ads are inspiring, nostalgic, and fun. Music: “The Man of Metropolis Steals Our Hearts” by Sufjan Stevens Technique: Low-tech feel (highlights realism); furniture and clothing change to beat of music Intro: P-extensions scroll through until landing on commercial theme Placement: During popular TV shows like “Modern Family” Intro: P-extensions scroll through and complete the jcp logo until landing on the commercial theme JCP products showcased: Duo Maternity Sunburst ITY Dress, Cindy Crawford Mother-of-Pearl Table Lamp, Walnut Grove End Table, Linden Street Pillow, and Monterey Convertible Crib, Dresser, and Hutch Description: A woman wearing a white maternity dress enters the all white furnished nursery room. She stands next to the crib, running her hands across the cool railing – secured to protect a delicate future. She starts dreaming of the possibilities that await her. A beautiful baby girl is born; new life brings new possibilities. Her firsts. First steps, first laugh, first smile – radiating innocence. What will she be like? As she grows up, she explores the world around her; mixing up potions, finger painting, flying paper planes, creating her melodies. Who will she become? Naïve ambition drives her curiosity. Notes and books cover her bedroom floor; she eagerly searches for her place in the world. Will she be a poet? An architect? An entrepreneur? How will it feel to watch her find love? Once a girl, now a woman. She will embrace her passions. She learns “perseverance” and “inner strength.” She lives by her own tempo, finding her individuality. And maybe one day… she will even win an Oscar.
jcp atty-cake arenthood
Our commercial format extends easily to other JCPossibilities. For example, “JCPassport” (shown below) showcases the possibilities of where one could live or travel.
JCPre-date jitters: Tells women JCP helps them make a great first impression with its selection of products. Ads are featured in LGBT magazines, such as Curve. JCPattycake: Makes women feel proud of their diverse careers and optimistic about their life possibilities. Banner ads are placed on recipe and cooking websites, such as RachaelRay.com.
Why these work: • P-extensions, production format, and music selection are attention grabbing and memorable • Commercials take on a non-traditional retail focus that modernizes JCP
Why this works: • Ads highlight the new JCP logo and align modern lifestyle possibilities with JCP’s brand image
JCParadise: Makes women stop and think about the possibility of relaxing, since JCP understands that they are time-starved. Ads are placed on bus stopsin downtown areas, nationwide.
Interactive Banner Ads Our banner ads provide a simple, yet interactive way for women to discover the possibilities offered at JCP. Scrolling over the white banner unveils a variety of products and directs traffic to jcp.com. Products in the ads are specific to site content (e.g. CafeMom: Children’s items, Elle: Women’s Clothing and accessories). Online TV Online video services, such as Hulu.com, feature our commercials on TV shows that are popular among the target market like “Modern Family,” “The Good Wife,” and “Grey’s Anatomy.” Pandora Internet Radio Ads appear on Pandora Internet Radio that guide users to select one of our JCPossibilties Radio Stations. Whether they tune into JCParty Time Hits, JCProfessional Beats, or JCPeaceful Melodies, users can listen to select artists without missing the beat of a great deal! Why this works: • Interactive banner ads and online TV ads show JCP products to increase online traffic • Our cause marketing partner aligns with our possibilities message and helps show that JCP is a modern company that gives back
Our out-of-home tactics are placed in high-traffic urban areas on bus stops, highways, and in malls with JCP stores across the country. Interactive Bus Stop: Target market can click buttons to project different furniture onto the back of the bus stop. Once a button has been selected a QR code appears below it driving women to that products page of jcp.com. Escalator Handrails: An endless trail of P-extensions run down the escalator handrails to draw attention and increase reach and frequency. The P-extentions are mostly product focused, with lifestyle words sprinkled in. Ads are placed in subway stations and malls near JCP stores nationwide.
Parking Lots: We make the target market think about possibilities on their way to JCP. The ads are placed on parking spaces ‘reserved’ for different product possibilities near the entrance to JCP stores.
Billboards: During the day, the JCPossibilities ad features all white JCP products. During the night, projections bring the ad to life to highlight different possibilities. Ads are placed in high-traffic areas in our targeted cities.
It’s not just about the clothes. Dress for Success® gives disadvantaged women a network of support, career development tools, and professional attire to open doors to new personal and professional possibilities. JCP will continue to provide women with possibilities by hosting a clothing drive the first Friday of every month to support this noble cause.
Why this works: • Out-of-home tactics work because creative placement increases brand recall, shows that the brand is modern, and generates buzz
Price Level Ads
Ads highlighting specific JCP products remind the target market that JCP has the items to suit any modern lifestyle at great prices that women are inclined to share with others. JCPower heels: Shows the selection and affordability of JCP products that complement the career possibilities of modern women’s lifestyles. This iPad ad is featured in women’s magazines, such as InStyle. All iPad ads have icons that link user directly to JCP Facebook Store, JCP Twitter, and jcp.com, which expand reach and generate engagement. JCPhilosophy: Shows women that JCP has all the products to put them at peace. Ad is featured on fitness websites, such as Self.com.
JCPossibilities features an exciting entertainment partnership with ABC’s hit show “Modern Family.” The show explores the different possibilities
Interactive Print Ads
The double sided ads display a black & white image on one side and the same image in color on the other. When the user scans the JCPossibilities smartphone app over the black & white ad, the image comes to life. The user can select to see the item in other color options, and purchase directly on the app. These ads emphasize the product possibilities available at JCP.
present in the lives of modern day families and highlights the idea of today’s “new normal.” The collaboration emphasizes JCP’s image as a modern retailer through product placement in episodes, interactive online ads, banner ads on abc.com, and Modern Family iPhone application.
Interactive online ads on Hulu and ABC.com engage the target market by allowing them to vote on the outfit they want their favorite character to wear in an upcoming episode.
JCPurple: Shows that JCP has all the products they need for their next vacation. Ad is featured in travel magazines such as, Travel and Leisure
Women can purchase a character’s “look” at jcp.com. Print ads are featured in entertainment magazines such as People to further drive JCP’s partnership with the show.
Why this works: • Price level ads allow bargain hunters to find great deals on the items they need • New technology allows women to interact directly with the JCP brand, as 53% of the target market uses smartphones
Why this works: • Associates JCP with a popular show that epitomizes the target market’s modern lifestyles • Product placement keeps JCP top-of-mind • Modern Family iPhone application incorporates JCP mobile ads to expand target market reach
Our target market’s life possibilities create the need for affordable goods. JCPoints cards not only provide great deals, but also increase brand loyalty and strengthen the customer’s relationship with JCP. We update the Rewards Program by offering benefits that are aligned with women’s modern lifestyles. Increases: • Overall membership by 20% • In-store trips from 5.2 to 6.9 trips per year • Online purchases from 1.7 to 2.3 purchases per year
Through guerrilla marketing, we target cities with the highest concentrations of our target market to foster engagement with JCP. By aligning digital resources with the shopping experience, we present JCP as a modern and innovative retailer. JCPop-Up Showroom JCPop-Up Showrooms simulate the experience portrayed in our commercials. Visitors interact with various JCPossibilities in showrooms using iPads to project desired JCP furniture and decor onto an all-white display room. Women can then make purchases at the showroom with complementary shipping. Showrooms are temporarily available in popular sites in major cities, like Times Square in NYC. JCPick-Me-Up-Truck JCPick-Me-Up-Trucks bring outfit staples, accessories, and
JCP RESEARCH FINDINGS: • Nearly half of JCPromoters have a rewards card • 75% of our survey respondents said they would be very likely to sign up for a rewards card program if they received a discount on their birthday JCPossibilities Vending Machine “Everything you need in a JCPinch” JCPossibilities Vending Machines, located in major airports, commuter rail stations, and high-traffic downtown areas, offer busy women a convenient and affordable way to satisfy their needs on-the-go.
Product Offerings Include: Tank tops, socks, pantyhose, sunglasses, jewelry, baby products, flats, and candies from “Sweet Picks by Dylan.”
JCPoints Members Receive: • Points: 1 point for every dollar you spend in-store and online. • Discounts: An additional 10% off for friend referrals who make a purchase An additional 20% off on their birthday • Personalized JCPromotional Emails: Based on brand, lifestyle, and department preferences. Include access to daily deals and after-hours sales which capitalize on the recent trend of group buying combined with flash sales. A higher level means even more rewards: Diamond Level (achieved after 1,500 points)
• • • Exclusive offers Special gift from seasonal partner Free Shipping
Platinum Level (achieved after 1,000 points)
• • • Exclusive offers Special gift from seasonal partner $5 Flat Rate Shipping
t-shirts to women across the country. Women can instantly purchase from jcp.com using on-site iPads. The trucks’ locations can be tracked using Twitter and Facebook Places.
Gold Level (achieved after 500 points) Why this works: • JCPoints Cards increase shopping frequency and consequently spending • JCPoints Cards incentives, such as personalized email promotions, daily deals, and discounted shipping, encourage women to shop and draw in new customers to the store
• • Exclusive offers $5 Flat Rate Shipping
Why these work: • Tactics increase reach, introduce modern brand image, and are strategically located to increase sales
Our entire media plan comes together at jcp.com. We revamp jcp.com with a modern, clean aesthetic to increase online shopping. Introducing the JCPossibilities Design Portal, we engage customers and help them identify product possibilities that satisfy their unmet needs. Tabs Drop down menus reveal the most inviting areas of jcp.com. Customers click outside the tab to return to their Design Portal Icons 1) Registry & Gift Finder 2) Daily Deals Why no Microsite? Instead of creating a microsite, we integrate the JCPossibilities page with jcp.com. Research shows that microsites are merely a passing trend that drain resources. JCPossibilities Design Portal 2-in-1 planner for wardrobe and home decorating, where users build an ideal closet or room using JCP Products, promoting cross-shopping. The Portal allows users to: • Save preferences • Share with Facebook friends • View exclusive JCP designer portals Style Guides and How-To’s Lifestyle-oriented video tutorials that give unique advice and showcase product possibilities on a personal level (e.g. “How to dress for a job interview,” “How to furnish a nursery.”) JCPrepared Twitter Come Rain or Shine #JCPossibilities tracks The modern JCP woman buzz and allows us to track is prepared for any and all campaign effectiveness. weather occurrences. This Facebook application suggests outfit possibilities based on the local weather to keep women from “putting on the wrong shoes.”
We strategically use social media to get our target market to interact and share our message with friends, ultimately leading them to make purchases. Check-in → Get Stuff Check-in on Foursquare at select locations to receive JCP promotional items and gift from JCPossibilities Vending Machines, JCPickMe-Up Trucks, and JCPopUp Showrooms. Foursquare Offers JCP deals based on users current location, taking away market share from nearby competitors and increasing JCP’s sales. JCPass-It-On Users get their friends to purchase an item through a personalized link and receive a discount on a future purchase. This allows our JCPotentials and JCPartials to become JCPromoters.
add to bag jcpass it on!
Click on “Shop JCP” tab Navigate to your section of choice within the JCP store Drag your selection out of the window and into your wardrobe
See how Anna interacts with JCPossibilities: Anna checks her Facebook and receives outfit suggestions from the JCPrepared Facebook app. She tweets “Finally, I get to wear the dress I bought last week! #JCPossibilities I feel so JCPretty today!” On her way to work, she passes the JCP interactive bus stop and checks in on Foursquare to receive a JCPromotional t-shirt. A discount from the JCP store She spends her lunch hour a few blocks away pops onto shopping on jcp.com and uses the screen. the JCPass-It-On application. She recommends a sweater to her friends and receives a discount on her next purchase.
Re-click on “Shop JCP” tab to continue shopping where you left off
Why this works: • Social media outlets allow JCPromoters to share our campaign message with others • JCP’s social media presence enhances brand perception and builds brand equity
“Store-within-store” partnerships improve JCP’s brand perception by enhancing current product offerings and reminding shoppers of JCP’s endless possibilities, helping JCP move from dated to modern. These brands bring customers back and increase customer loyalty. 1. UNIQLO • Global fast-fashion brand known for affordable, quality basics • Interest in US expansion through department store partnership • UNIQLO benefits from access to the US retail market 2. Paper Source • Premier American paperie and retail store • Offers unique selection of paper gifts and stationery • Paper Source benefits from elevated exposure in the JCPresents section 3. Sweet Picks by Dylan • Exclusive JCP line of sweets by Dylan’s Candy Bar • Dylan's Candy Bar benefits from placement in JCPresents and In-a-JCPinch sections
Our research shows that women like to shop at stores that are clutter free, spacious, and easy to navigate. We attract shoppers with an easy and convenient shopping experience that use modern shopping tools to showcase product possibilities at JCP. We change the perception of JCP from dated to a modern and fun place to shop.
JCPersonality Closets • Section of store dedicated to items inspired by the personalities of characters from “Modern Family” • Strengthens entertainment partnership with "Modern Family" JCPresents • A special mini-boutique where shoppers can find popular gifts and receive Paper Source gift-wrapping services • Benefits the 44% of target market who already shop at JCP for gifts Style in a JCPinch! JCPaper Shopping Bag • Assorted accessories • Simple, modern shopping located near check-out bags display the message counters of our campaign • Encourages cross• Makes customers proud shopping and impulse to walk out with the bag, purchases; 42% of allowing women to carry survey respondents the JCPossibilities reported buying their last message beyond the store accessory on impulse Smartphone App • In-store shoppers can scan clothing tags to access customer reviews and related items for each product.
Spring: • Classic American brand popular with target market • Kate Spade benefits from increased brand exposure Fall: • International brand known for elegant plus-size clothing • Marina Rinaldi benefits from JCP’s diverse customer base
Limited time collaborations generate excitement, garner PR in fashion magazines, and take market share away from competitors by continuously attracting customers with designer brands at affordable prices. Collaboration includes apparel, shoes, and home goods made exclusively for JCP.
JCPossibilities is a flexible and sustainable campaign that will generate continued impact over the next five years.
Five Year Plan
2015 - 2016
• Expand JCPossibilities campaign to target consumers in older demographic, specifically women 35-44 • Rotational JCPartners: Moschino, Donna Karan
2012 - 2013
2013 - 2014
2014 - 2015
Expand JCPossibilities campaign to target consumers in younger demographic, specifically women 18-24 Develop unique branded entertainment with Netflix and Hulu Rotational JCPartners: Narcisso Rodriguez, Jason Wu
2016 - 2017
• Increase long-term partnerships that reflect JCP’s updated image • Rotational JCPartner: Alaïa
• Initial rollout of • Expand JCPossbilities’ • Capitol Advertising’s Campaign promotions and JCPossibilities campaign events to additional cities in the • Rotational JCPartners: U.S. Kate Spade, Marina • Expand mobile advertising with • Rinaldi use of augmented reality • Rotational JCPartners: Rachel Roy, Lyn Devon •
JCPossibilities reaches the target market through nationwide paid, earned, owned, and imagined media. Larger portions of the budget go toward the nine states with the highest concentration of women in the target market to strengthen reach and foster an echo effect throughout the country. Targeted cities within the nine states are: Atlanta, Chicago, Columbus, Dallas, Detroit, Houston, Jacksonville, Los Angeles, Miami, New York City, Philadelphia, San Antonio, San Diego, and San Francisco.
Women 25-34 with a positive and unique message
The perception of JCP from a dated brand to one that is modern and fun
Women 25-34 to purchase items at JCP in-store and online
Women 25-34 that JCP has quality products at affordable prices that compliment their modern life possibilities
We measure campaign effectiveness through:
• • • • • New JCP customers Retention of current JCP customers Increased shopping of current JCP customers Increased membership in JCPoints Traffic to jcp.com
• • • • •
Social media interaction Participation in contests and events Awareness of new JCP logo Change in brand perception from dated to modern Replication of benchmark survey designed by Capitol Advertising
You asked us to retain female customers ages 25-34 and we did. We retain 2.85M JCP customers
You asked us to acquire female customers ages 25-34 and we did. We acquire 830,000 new JCP customers
You asked us to increase shopping frequency and grow share of wallet among current female customers ages 25-34 and we did. Online: Average online orders from 1.7 to 2.55 per year Results = Increases online sales by $60,162,900 In-store: Average shopping trips from 3.3 to 3.43 trips per year Results = Increases in-store sales by $50,604,559
JCPossibilities reaches 20,300,000 women ages 25-34 with a budget of $100 million 2,500,000 Facebook fans 50,000 Twitter followers 23,454,061,028 Total gross impressions 450,000 5,500,000 Website visitors JCPoints Membership 224 Gross impressions per dollar spent 3,500,000 YouTube views
TOTAL INCREASE IN SALES (IN-STORE & ONLINE):
Capitol Advertising 29
Budget & Media Flow Chart
2012-2013 TELEVISION: Cable & Broadcast Tivo & Direct TV Special Events: Academy Awards, Emmy Awards, Grammy Awards Music Royalties RADIO: AM/FM Satellite Online Streaming (Pandora) MAGAZINE: Print E-Reader & Tablet
13 20 27 5 12 19 26
2 9 16 23 30
7 14 21 28
4 11 18 25
2 9 16 23 30
6 13 20 27
3 10 17 24
1 8 15 22 29
5 12 19 26
3 10 17 24 31
7 14 21 28
Cost ($) TOTAL $36,080,000 $13,360,000
Total Gross Impressions 444,090,000
Gross Impressions/1$ Spent
“BOLD MOVE OF THE WEEK: J.C. PENNEY PUTS A LOT ON THE LINE AS IT MOVES ITS ENTIRE PRODUCT CATALOG TO FACEBOOK.” PBT Consulting. PBT Consulting, 29 Dec. 2010. Web. 24 Jan. 2011. <http://tommytoy.typepad.com/tommy-toy-pbt-consultin/2010/12/ bold-move-of-the-week-jc-penney-puts-a-lot-on-the-line-as-it-moves-its-entire-product-catalog-to-fac.html>. Brohan, Mark. “J.C. Penney Plans More Social and Mobile Marketing.” E-Retailers. Internet Retailer, 30 June 2010. Web. 26 Jan. 2011. <http://www.internetretailer.com/2010/06/30/jc-penney-plans-more-social-and-mobile-marketing>. Cahners Hindman, Nathaniel. “The 11 Cities Where Women Out-Earn Men By The Biggest Margin.” HUFFPOST BUSINESS. Huffington Post, 2 Sept. 2010. Web. 4 Feb. 2011. <http://www.huffingtonpost.com/2010/09/02/women-outearn-men_n_703503. html#s133830&title=Atlanta_Georg>. Campanelli, Melissa. “6 Online Retail Trends.” Retail Online Integration. North American Publishing Company (NAPCO), 6 July 2010. Web. 11 Jan. 2011. <http://www.retailonlineintegration.com/article/6-online-retail-trends/2>. “Email, Search Drive Most Online Retail Traffic. “ Informationweek - Online 29 Dec. 2010: ABI/INFORM Global, ProQuest. Web. 28 Mar. 2011. “Hearst Magazines and J. C. Penney Company, Inc. Partner to Launch Gifting Grace and CLAD.” Media Room. JCPenney Media Room. JCPenney, 11 Nov. 2010. Web. 17 Jan. 2011. <http://www.jcpenney.net/about/jcpmedia/corporatenews/articles/Hearst_ Magazines_and_J_C_Penney_Company_Inc_Partner_to_Launch_Gi,162.aspx>.
Select Survey Findings
$21,580,000 $100,000 TOTAL $17,680 $5,200 $7,280 $5,200 TOTAL $2,696,000 $896,000 $1,800,000 TOTAL $7,218,840 $6,000,000 $168,000 $700,560 $350,280 TOTAL $6,375,000 $1,200,00 $2,625,000 $1,275,000 $1,800,000 $6,000,000 $6,000,000 $4,500,000 $3,000,000 $0 PAID TOTAL $91,687,520 $1,000,000 $6,000 $0 TOTAL $0 $0 $0 TOTAL $2,200 $0 $0 $600 OWNED TOTAL $1,006,600 TOTAL $5,000 $5,000 $0 $0 $0 $0 TOTAL $0 $0 $0 $0 $0 $0 $0 $0 TOTAL EARNED $5,000 $2,100,000 $1,624,000 $560,000 $675,000 $252,000 $504,000 $504,000 TOTAL IMAGINED $6,219,000 $1,081,880 TOTAL BUDGET $100,000,000 23,454,061,028 224 2,383,610,000 21.64 9,089,306,405 99.26 8,923,612,405 86.88 6,332,000,000 27,764,000 47.21 .27 1,861,740,000 2.75 3,056,254,500 30.52 5,649,144,623 55.22 1,843,990,500 18.44 2,115,360,000 21.85 134,244,000 1.34
Below is a sample of survey findings that helped uncover our key research insights and target segments. Participants were not only screened before participating, but were also directed to specific questions based on shopping frequency per year, whether they shopped at JCP or not, and use of JCP rewards card. 85% of respondents said that a store carrying a new brand would be most influential in increasing visits to a store they occasionally shop at. 74% of respondents chose “New life transitions” as a trigger to get them into buying mode. Women ranked receiving rewards points from online purchases and the ability to preview their items (through augmented reality) as the top reason for shopping more for apparel online. In one year from now, respondents said they would want a full wardrobe of the latest styles of their choice and an apartment or house furnished in their own style. When asked what they shop for most at JCP, 44% of women said they shop for gifts the most. 75% of respondents said they would be very likely to sign up for a rewards card program if they received a discount on their birthday. When asked about the most important aspect of their lives, 86% of respondents ranked both family and career.
OUT-OF-HOME: Billboards Transit Boarding Passes Baggage Claim ONLINE: Twitter: Promoted Tweets YouTube: Home Page Takeover Interactive Banners Video Banners: Hulu, YouTube BRANDED ENTERTAINMENT (ABC’s MODERN FAMILY) PRODUCT PLACEMENT CINEMA COFFEE CUPS ITUNES: JCPODCASTS TOTAL JCPAPER SHOPPING BAGS EMAIL PROMOTIONS JCPOSSIBILITIES REWARDS PROGRAM
“JCPenney Ranks Tops in Customer Service for Third Consecutive Year.” Nasdaq. N.p., 12 Jan. 2011. Web. 13 Jan. 2011. <http:// www.nasdaq.com/aspx/company-news-story.aspx?storyid=201101120930pr_news_usprx____da28817>. Klein, Karen. “What Companies Get Wrong When Marketing to Minorities.” Bloomberg Businessweek. Bloomberg, 14 Dec. 2010. Web. 5 Jan. 2011. <http://www.businessweek.com/smallbiz/content/dec2010/sb20101213_643259.htm>. Lemonnier, Jonathan. “Customers Most Satisfied With Online Retail.” Ad Age Digital. Ad Age, 22 Feb. 2008. Web. 10 Jan. 2011. <http://adage.com/article/digital/customers-satisfied-online-retail/125301/>. Martínez de Albéniz Margalef, Victor. ““Fast Fashion” Retail Strategy Flying Off the Racks.” IESE Insight - Business Knowledge Portal. IESE Insight, 2009. Web. 1 Feb. 2011. <http://insight.iese.edu/doc.aspx?id=1034&ar=14>. Marylouis Dionne, et al. “TAX BRIEFS.” Journal of Accountancy 171.2 (1991): 18-19. Business Source Premier. EBSCO. Web. 28 Mar. 2011. Miley, Marissa, and Ann Mack. “The New Female Consumer: The Rise of the Real Mom.” Ad Age Insights. White Papers, 16 Nov. 2009. Web. 13 Jan. 2011. <http://adage.com/whitepapers/whitepaper.php?id=10>. Mooney, Kelly. “Myths About Online Retail Marketing.” DigitalNext. Ad Age Digital. Ad Age, 17 Feb. 2009. Web. 12 Feb. 2011. <http://adage.com/article/digitalnext/myths-online-retail-marketing/134636/>. “Online Retail Industry Profile: United States.” Online Retail Industry Profile: United States (2010): 1.Business Source Premier. EBSCO. Web. 28 Mar. 2011. PricewaterhouseCoopers, Kantar Retail. “The New Consumer Behavior Paradigm: Permanent or Fleeting?” Reading Room. WPP Reading Room.PricewaterhouseCoopers, 2010. Web. 3 Jan. 2011. <http://www.wpp.com/NR/rdonlyres/1BF0C6E8-C8AF-4B9193F2-0482526B6004/0/newconsumerbehaviorparadigm.pdf>. Radwanick, Sarah. “U.S. Digital Year in Review 2010.” comScore (2011): n. pag. Web. 2 Feb. 2011. <http://www.aaaa.org/agency/ pubs/NewEssentials/Documents/Digital/comScore%202010%20Digital%20Year%20in%20Review%202011-02.pdf>. Schultz, E.J. “As Single Becomes New Norm, How to Market Without Stigma.” Advertising Educational Foundation. Crain Communications, 11 Oct. 2010. Web. 9 Jan. 2011. <http://www.aef.com/industry/news/data/2010/1044>.
OWNED EARNED IMAGINED
WEBSITE: jcp.com Redesign Style Guides & How-To’s MOBILE: App Update jcp.mobi Update SMS/Text Promotions TOTAL JCPOSSIBILITIES LAUNCH EVENT “JCPut Me On The Red Carpet” Oscars Competition JCPossibilities T-Shirts JCP’S Digital Stylist: Tim Gunn 110th BIRTHDAY CELEBRATION: ENDLESS POSSIBILITIES CAUSE MARKETING: DRESS FOR SUCCESS SOCIAL MEDIA: The JCP Facebook Store: JCPossibilities Design Portal JCPassport Facebook Application JCP Weather Wear Facebook Application Twitter: #JCPossibilities Foursquare Check In -> Get Stuff Foursquare Extension JCPass-It-On Link Sharing TOTAL 3D PROJECTION FASHION SHOW INTERACTIVE BUS STOPS JCPossibilities Vending Machines JCPick-Me-Up Trucks JCPop-Up Showrooms JCPARKING LOT JCPOSSIBILITIES ESCALATOR HANDRAILS TOTAL CONTINGENCY TOTAL BUDGET
Why Capitol Advertising?
We are not your average, run-of-the-mill team. We are a select group of individuals from distinctly different backgrounds who have come together to bring this campaign to life. From Brazil to Sweden, Nigeria to Japan, our team represents ten different countries across five continents. We are by no means afraid of stepping out of our comfort zones to offer diverse perspectives on meeting the challenge. Each one of us has brought a unique skill set to our team. Though we are diverse, we have two common threads. We are advertising (and shopping!) fanatics, and we have poured our hearts and souls into creating this campaign. Our group is fun and quirky, made up of social media mavens, Adobe ninjas, research gurus, and even a JCParty animal or two. With Capitol Advertising, you not only partner with a team invested in your success, but also receive a unified campaign that is both creative and strategic. We strongly believe that now is the time to build a crucial relationship with the target market. By repositioning JCP as a modern and attractive retailer we make JCP relevant to women’s lives, while staying true to the soul of your company. The beauty of our campaign is that it is simple and extendable. Capitol Advertising and JCP...
Oh, the JCPossibilities...