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JC PENNEY DIGITAL STRATEGY

Look Your Best, Feel Your Best, With your Wallet Caring Less

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Page 1: Look Your Best, Feel Your Best, With your Wallet Caring Less

JC PENNEY DIGITAL STRATEGY

Page 2: Look Your Best, Feel Your Best, With your Wallet Caring Less

LOOK YOUR BEST.FEEL YOUR BEST.WITH YOUR WALLET CARING LESS.

Page 3: Look Your Best, Feel Your Best, With your Wallet Caring Less

TARGET MARKET

PHOTO OF STAFF OR WORKPLACE(876X 272H)

AGE: 30-65

GENDER: Female

EMPLOYMENT: Employed or Unemployed

MARITAL STATUS: Both married and single

CHILDREN: Yes

RACE: Any

Page 4: Look Your Best, Feel Your Best, With your Wallet Caring Less

SOCIAL MEDIA BLOG

MOBILEMAGAZINE

GOOGLEADWORDS

4 PILLARSOF THE DIGITAL CAMPAIGN

Page 5: Look Your Best, Feel Your Best, With your Wallet Caring Less

THE GOAL

REGAIN CUSTOMERS LOST DUE TO JC PENNEY’S TURNAWAY FROM VALUES AND LOW PRICE, TO HIGH FASHION AND HIGH STYLE.

Page 6: Look Your Best, Feel Your Best, With your Wallet Caring Less

SOCIAL MEDIAMAIN OUTLETS

Page 7: Look Your Best, Feel Your Best, With your Wallet Caring Less

PINTEREST CONTEST

Page 8: Look Your Best, Feel Your Best, With your Wallet Caring Less

6WINNERSSHARE THEIR STORYTHROUGH THE BLOG + SOCIAL

ALLOWS READERS TO CONNECT PERSONALLYWITH THE BRAND.

WHAT THEY WIN

Page 9: Look Your Best, Feel Your Best, With your Wallet Caring Less

WHY?BECAUSE WOMEN RULE SOCIAL MEDIA

5XAS LIKELY AS MEN TO USE PINTEREST.

Page 10: Look Your Best, Feel Your Best, With your Wallet Caring Less

LIFESTYLE MAGAZINE• Titled “Simple Luxury”

• Centered around “Look Your Best, Feel Your Best, With Your Wallet Caring Less.” Idea.

• Four sections: Fashion, Beauty, Fitness, and Lifestyle

• Totally free

• Promoted through blog and social media posts

• Content mirrors the blog, features specific and non-specific to JC Penney

Page 11: Look Your Best, Feel Your Best, With your Wallet Caring Less

THE BLOG• Encompasses all aspects of the

working mom’s life

• About creating JC Penney as a lifestyle and not just a brand

• 4 core areas just like the magazine: Fashion, Fitness, Beauty and Lifestyle

• Focus on JC Penney products, but also contains post not centered on the brand

• Cross promoted through social media outlets

Page 12: Look Your Best, Feel Your Best, With your Wallet Caring Less

GOOGLE ADWORDS• Series of banner

• Visual, not text-based to draw in viewers

• On a Pay-per-word, pay-per-click basis

• Possible word to purchase: Look, Fashion, Budget, Style, Lifestyle, Real Women

• All related to campaign

Page 13: Look Your Best, Feel Your Best, With your Wallet Caring Less

MEASURING SUCCESSTHE MOST IMPORTANT PART

• Google Analytics• Tagging• Conversions

Page 14: Look Your Best, Feel Your Best, With your Wallet Caring Less

BUDGETA DETAILED BREAKDOWN

WHO? HOW MUCH? BREAKDOWN

Digital Agency $3,650,000 $250/hr 40 hrs per week for 1 year

Graphic Designer $59,000 Hired to create banner ad campaign

Editors $98,000 2 at $49,000

writers $232,000 4 at $58,000

App Development $1,500 - 5,500 Avg cost for basic app with sharing capabilities

Adwords campaign $24,000,000 $2,000,000 per month for 12 mos

TOTAL $28,044,500