Plansbook FINAL Spread)

8/3/2019 Plansbook FINAL Spread)

1/19

ossibilities


2/19

1Capitol Advertising

Table of Contents:Executive Summary 2

ResearchResearch Design 4SWOT Analysis 5

Insights 6

Campaign Strategy 7Target Market Segments 8

Segmentation Strategy 9Objectives 10

CreativeBig Idea 11

Creative Strategy & Testing 12

Media Strategy 13Intrigue 14Awareness 16

Interest 20

Action 22Website 24

Social Media 25Partnerships 26

In-store Recommendations 27

Metrics & Long Term Plan

Five Year Plan 27Campaign Rollout 28

Accountability 29Budget & Media Flow Chart 30

Appendix 31

Why Capitol Advertising 32

Rickie AshmanMerrill CalottaCourtney CantorMatthew Heymann

Faculty AdvisorLynda Maddox

Imade IlentamhenRaycha JagroepNav KaurThais Moraes

Capitol Adversing is excited to present its JCPossibilies campaign. The

campaign is based on our key insight: Women 25-34 have more personal and

professional possibiliesthan ever before, creang the constantneed for

products to complement, enrich, and dene 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 creave

execuons to leverage our budget.

We look forward to meeng and working with you.

Thank you for this wonderful opportunity!

Our TeamEbba NelliganJesse RoseKendra RousseletAaron Ruby

Katherine SimonRebecca SlotkinAmy VidettoAlan Yeboah

Special ThanksDarshan MehtaGina Myers

Project DirectorVirginia Laird


3/19

2 Capitol Advertising

Women 25-34 are the rst generaon of women with such a broad array of opportunies and choices. Nearly three-quarters of survey respondents told

us they were shopping and spending more because of the possibilies available to them. Whether its buying a home, moving up the corporate ladder, or

starng a familyOh, the possibilies that await them.

We posion JCP as an integral part of modern womens lifestyles by oering aordable, quality products that complement, enrich, and dene their life

possibilies. Oh, the JCPossibilies complements the opmisc feeling about their life possibilies and combines it with a strategic play on JCPs 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

possibilies in their lives, like JCPicasso and JCParadise, and all the products JCP oers to enrich them, like JCPhilosophyand JCPower heels.

Extending the P signies life possibilies or products. The duality of our creave 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 womens lifestyles, while price level ads focus on increasing

shopping frequency and spending by communicang that JCP has many products at aordable prices.

JCPossibilies uses strategic media placement, brand partnerships, and loyal customers to maximize the reachof our campaign. Our media strategy guides consumers through a percepon change from dated to modern, and

ulmately leads them to make a purchase at JCP.

By engaging consumers and emphasizing JCPs modern image, JCPossibilies eecvely expands the reachand impact of our message to create a unifying voice. We implement an integrated digital strategy that

seamlessly translates from online to in-store. JCPossibilies increases shopping frequency and boosts sales by$110,767,459 .

JCPossibilies strategically aligns JCP with the possibilies that dene the lives of modern women. This updatesand modernizes the JCP brand without trying to convince women that JCP is suddenly trendy. Our research told

us that women value the tradion of JCPenney but they want the brand to reect who they are today and into the

future.

JCPossibilies goes beyond the typical retail campaign and establishes the brand as a relevant part of womenslives, assuring them that JCP supports them through each stage of their lives, making them realize...

Oh, the JCPossibilies...

Executive Summary

JCPicasso: A branding ad that

highlights one of the numerousalternave career possibilies for

modern women.


4/19

5Capitol Advertising4 Capitol Advertising

SWOT AnalysisResearch DesignThe Challenge

ACQUIRE:

new female customers ages

25-34

RETAIN:current female customers ages

25-34

INCREASE:shopping frequency

GROW:share of wallet

The Capitol Adversing Method


25,000hours of

Secondary

Research

35In-Depth Interviews &

4

Naonwide Online Focus Groups

1,007

Naonwide

Survey

Respondents

4

Shopping

Gurus

We conducted in-depth

research on not only

the past and current

business climate of JCP

and its competors

but also the emerging

trends in womens

modern lifestyles to

beer posion JCP in

the future.

For our 55-queson

survey, we screened

respondents by

demographics and

shopping behavior.

Cross-tabulaon

analysis led us to

discover quantave

data that substanated

our insights, leading to

a beer understanding

of what makes women

shop, purchase, and

build brand loyalty.

We consulted four

women in the target

market from all corners

of the country, leading

very dierent lives. They

advised us throughout

the development of our

campaign, allowing us

to create a strategy that

could resonate with our

target segments.

60Creave

Tesng

Parcipants

Which types of

messages would best

capture and engage the

target market with the

campaign, ulmately

changing brand

percepon.

We conducted naonwide quantave and qualitave research to learn what makes women 25-34 shop and spend more at JCP and what would

bring women who shop at competors to JCP. Using a mix of tradional and cung edge research, Capitol Adversing unlocks the secret to womens

buying behavior and unmet needs, leading to the development ofJCPossibilies .

O T

Well-known American brand

Trusted for aordable products for everyday life

Leader in digital innovaon (e.g. rst retail

website, Facebook store)

Ranked #1 in AmExs Customer Service Rankings

three years in a row

#1 retailer on DiversityIncs annual ranking of

Top 50 Companies for Diversity

Perceived as a tradional, dated, and

average brand made for older generaons

Lile dierenaon in retail industry

Lacks a fully integrated media strategy

Services not top of mind for target market (e.g.

gi registry and custom decorang)

Public relaons eorts fail to reach target market

Growing consumer involvement with digital media Women out-earn male counterparts by roughly

10% in major cies

Higher levels of educaon lead to more career

possibilies than previous generaons

Women 25-34 have as many as 10 life transions

(e.g. new home, promoon, marriage)

Endless possibilies = a constant need to purchase

new products

Online flash sale retailers (Gilt Groupe, Zappos),competors (Target, Macys, Kohls), and fast

fashion brands (H&M, Zara) steal market share

Women get married later and have fewer children

Women are me starved, giving them less me to

shop

Post-recession, consumers buy fewer things,

preferring to invest in expensive, high-quality

items

Competitors

Variety & Coolness of Target

Glamour & Quality of Macys

Discounts of Kohls

Prices of Walmart

Reliability of Sears

Uniqueness of Specialty Stores

To beer understand the compeon, we asked the target market what they like

about JCPs competors:

Parcipants were carefully screened to include 25-34

year old women who had increased retail spending in

the past year at JCP or its competors. 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 fulll the needs in womens modern lifestyles

and how to provide them with a successful shopping

experience.


5/19


Campaign Strategy

Guides consumers gradually through a percepon

change from dated to modern by showing

customers that JCP has all the products that cater

to their modern lifestyles.

1

2

3

InsightsWomen 25-34 feel they can do anything; the new normal is that there

is no normal. From tradional to avant-garde, this generaon is

exhilaratedby the broad array of possibilies available to them.

Women 25-34 have more personal and professional possibilies than ever before,

creang the constant need for products to complement, enrich, and dene their

modern lifestyles.

Key InsightJCPossibilities is simple, extendable, and eecve. We update the JCP brand

from dated tomodern by aligning it with the many possibilies of womens modern

lifestyles.

Overall Strategy

4

Leverages womens relaonship networks to get

them to talk, share informaon, generate buzz,

and promote JCPs brand.

Extends campaign from an emphasis on image

and brandingto an emphasis on pricing and

products. Branding ads focus on modern womens

personal and professional possibilies to change

percepon of JCP. Price level ads highlight great

brands at great prices, conveying the deal, which

increases shopping frequency and spending.

Highlights new JCP logo by extending the P into

words that describe the dierent possibilies

available to modern women.1

2

34

Eorts to rapidly move JCP from average to trendy are not believable

or memorable. Women want the familiarity and tradion of JCP, but

they want it to be updated to t their modern lifestyles.

Victory is nding a great deal. A successful shopping experience is

dened by nding the right products and brands at the right price.

Women value relaonships above everything else. From family to social

networks, women are redefning their relaonships to t their modern

lifestyles.

JCPao: Updates the target markets percepon

of the brand by showcasing its modern furniture

oerings.

JCPenney is DatedPhase 1:Weeks 1-13Spark curiosity about JCP,

highlighng the companys

rebranding iniave.

Phase 3:Weeks 27-39Highlight the many productpossibilies within JCP that

help women fulll their

unmet needs.

Phase 4: Weeks 40-52Encourage consumersto purchase using

unconvenonal taccs.

JCP is Modern

40%

15%

15%

10%

20%

50%

10%

5%

20%

10%

9%

Phase 1

Phase 2

Phase 3

Phase 4

Price level ad on nymag.com

Branding ads located in airports in

our targeted cies

Phase 2:Weeks 14-26Spread the JCPossibilies

message and establishes

JCP as a modern retailer.JCPromoters

JCParalsJCPotenals

80%85%99%

PerceptonC

hange

60%


6/19


Segmentation StrategyOur research shows that the best way to change womens relaonship 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 inuenced by one another than by

a retailer. We leverage womens relaonship networks to increase frequency and spending at JCP.

Since women in our target market are highly inuenced by word of mouth, we ip the funnel to focus on JCPromoters, who already view JCP as

their go-to store, capitalizing on their inuence 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 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 inuence other

women

Why we love JCPromoters:

JCPromoters are a hidden power in our

target market. They are the smallest in

number, but have the strongest voice of

authencity and trust.

They interactwith and inuence a wide

network of consumers based on their

strong connecon to JCP. Their message

echoes and radiates, as they share

convincing informaon about the JCP

shopping experience.

JCPromoters already think the way we want

the rest of our target to think: JCP is top of

mind.

JCPromoters 8% of target market910,000 women

JCPotenals 73% of target market

8,300,000 women

JCPartals 12% of target market

1,400,000 women

Propensity

tos

hopa

tJCP

Directonofinfluence

Target Market Segments

JCPromoters Relaonship with JCPShop at JCP 5+ mes a year,

48% Rewards members

JCP = Classic

Prices = a STEAL

Product = Classic

Purchase TriggersIn-store: Recent life

transion

Online: Shopping for a

specific item

Social Media

Equivalent

Tweeter

We want JCPromoters to

share informaon and

buzz with JCParals and

JCPotenals.

What they get out

of our campaignJennifer: 33 years old. When shes

not spending me at home with

her husband and kids, she is hard

at work developing her fashion

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.

These influencers

share the latest retail

gossip with anyone

willing to list

en.

Meet our JCPromoter!

JCParals Relaonship with JCPShop at JCP 2-4 mes a year,

8.7% Rewards members

JCP = Simple

Prices = a DEAL

Product = Tradional

Purchase Triggers

In-store & Online: Sales

promoons

Social MediaEquivalent

Re-Tweeter

We want JCParals to

strengthen their

relaonship with JCP

and be aware of all the

affordable products

that JCP has to offer.

What they get outof our campaign Meryl: 28 years old. She is a

market research analyst and loves

decorang her new home with

her husband. She visits Jennifers

blog, gushes over the purse she

posted, and tweets about it.

Meryl stops by JCP aer work to

pick up the purse and a new pair

of pumps she found on sale!

These deal-oriented

shoppers are on the

hunt to find the next

big steal.

Meet our JCParal!

JCPotenals Relaonship with JCPShop at JCP 0-1 me a year

JCP = Old-fashioned

Prices = Cheap

Product = Average

Purchase Triggers

In-store: Specific brands

Online: Sales promoons

& shopping for a specific

item

Social Media

Equivalent

Follower

We want JCPotenals to

realize that JCP is a

modern retailer that can

sasfy their needs for

brand name products at

affordable prices.

What they get out

of our campaign Angela: 25 years old. A recentgrad, she just got her first big

break working in the big city. She

loves spending me with friends

and enjoying her newfound

freedom. She isnt a fan of JCP,

but aer seeing Meryl tweet

about the great deal she got,

Angela spends her lunch break

browsing jcp.com.

These brand-savvy

shoppers are

obsessed with

finding affordable

brand name

products.

Meet our JCPotenal!

Aer extensive research, we determined that the best way to retain, aract, and increase shopping frequency and sales among our target market

is to segment them based on shopping behavior and their relaonship with JCP. Meet our target segments!


7/19


Objectives

We Want:

80% ofJCPotenals

70% ofJCParals

99% ofJCPromoters

65% ofJCPotenals

85% ofJCParals

99% ofPromoters

to view JCP as an integral part of the excing possibilies and lifestyles of modern

women

to know that JCP oers a wide range ofaordable, quality product possibilies

to change their percepon of the old JCPenney as a dated brand, to the new JCP

as an aracve, modern retailer

We Remind: that JCP values and rewards them for their brand loyalty

Marketing:

TOTAL INCREASE IN SALES (IN-STORE & ONLINE): $110,767,459

Communication:Big Idea

PositioningJCP gives women 25-34 the opportunity to feel victorious by oering quality products at aordable prices to best complement their

modern life possibilies.

The Big IdeaWomen are in a stage of their lives where they are able to shape their futures as they please. There is no limit to their opportunies

because society no longer connes women to tradional roles. Modern womens lives are lled with endless choices, opportunies,

and possibilies.

This led us to our big idea:

JCPossibilies shows how JCPs products complement womens life possibilies in a fun, easy, and excing way. Women feel they

can do anything; the new normal is that there is no normal.

We highlight that for every possibility, JCP has oerings to suit their needs. The possibilies refer to the lives of target members and

to the many products and departments at JCP.

We depict the dierent possibilies available to modern women to show that JCP is an integral part of their lives. This transions

JCPs image from average and dated to modern and relevant, encouraging cross-shopping online and in-store, which results inincreased sales, shopping frequency, and share of wallet.

The A-ha moment,

grasping the multude

of opportunies

Incorporang possibilies into the brand name highlights the campaigns integraon

of lifestyle possibilies with product possibiles and draws aenon to the new logo

The possibilies are

innite and evolving

Raonale: We determined ROI by nding target market size, average amount spent per trip, and number of increased trips, both online and in-store.

Our research showed that JCPromoters, especially Rewards (JCPoints) members, shop and spend the most. By increasing the number of JCParals,JCPromoters, and JCPoints members, we boost sales by $110,767,459. We focus on increasing online sales because online shopping is growing

exponenally and is predicted to make up over half of all US retail purchases within the next 5 years. The convenience, promoonal incenves, and 24-

hour accessibility of online shopping is driving our target market to shop more online.

CUSTOMERSTo retain:

95% of current JCP customers

Results = 2.85M JCP customers

To aract:

10% new customers

Results = 830,000 new JCP

customers

JCPOINTSTo increase:

JCPoints Membership by 20%

Results = Increases members

from 375,000 to 450,000

To increase:

JCPoints Acvity by 50%

Results = Increases JCPoints

members addional trips per

year from 1.9 to 2.85

SEGMENTSTo move:

0.75% of JCPotenals to JCParals

Results = Increases sales by

$24,555,758

3% of JCParals to JCPromoters,


$34,879,320

14.3% of JCPromoters to JCPoints

members


$51,332,381

SALES

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


8/19


Creative Strategy

Creative Testing

I couldnt stop

thinking of P

words all week!!- Ashley C, 26 [Campaign Tesng]

Its clever and new. It tellsme that JCP has everythingIm dreaming about. Itspersonable and thats

important.- Jen L., 32 (Tagline and commercialtesting)

I like this because it makesme think o dierentpossibilities or my wardrobe!For example, I can buy mysuit as well as my happy houroutft, I like the versatility oOh, the JCPossibilities- Angie E., 25 (Tagline testing)

JCPossibilies shows how JCPs products complement womens life possibilies in a fun, easy, andexcing way. Women feel they can do anything; the new normal is that there is no normal. The

possibilies in their lives encompass so many diverse opons, not just tradional ones. We show that

JCP is modern by tapping into these forward-thinking alternave possibilies.

Our tagline, Oh, the JCPossibilies... emphasizes the opmism and endless opportunies that

surround our target market. By using JCPs inials as the unifying element, we keep the brand at the

core of our campaigns message and use P-extensions to show a multude of possibilies.

The JCPromoters internalize the message and spread it to the other segments. JCParals respond to the

benet of JCPs product possibilies and shop more, while JCPotenals idenfy with life possibilies

and update their percepon of the brand. Our strategy highlights JCPs new logo and elevates JCP with

a message that is unlike tradional retail ads, inspiring women to think of their own P-extensions,

keeping JCP top of mind. JCPeek-a-boo: Plays on nostalgia, showingthe possibilies of a common household

item in a meless childhood game. Ads

are placed in magazines, popular among

moms, such as Real Simple.

Media Strategy

Sparks curiosity about

JCP, highlighng the

companys rebranding

iniave

Level 1: Intrigue

Level 2: AwarenessSpreads the

JCPossibilitesmessage

and establishes JCP as a

modern retailer

Level 3: Interest

High-frequency media

taccs highlight the

benets of JCPs

aordable products

Level 4: Acton

Media Objecves

To reach 99% ofJCPromoters 1,334 mes/year

To reach 95% ofJCParals 1,408 mes/year

To reach 90% ofJCPotenals 1,467 mes/year

Encourages consumers

to make purchases using

non-tradional taccs

Oscars Grammys Emmys

Digital Stylist

Compeon

T-shirts

3D Projecon Fashion Show

TV Commercials

Print Ads

Banner

Radio

Cause Markeng

Hulu

Interacve Bus Stop

Escalator Handrails

Parking Lots

Billboards

TransitProduct Specic Ads

Interacve Print Ads

Branded Entertainment

Product Placement

Website

Email Promoons

JCPop-Up Showrooms

Vending Machines

JCPick-Me-Up Truck

JCPoints

Social Media

We use strategic media placement and channels to extend the JCPossibilies creavestrategy throughout our campaign. The media strategy guides consumers through a percepon

change from dated to modern, ulmately leading women to make a purchase at JCP.

Intrigue

Awareness

Interest

Act

on

Budget Allocation

For each target segment, we focus on the following media objecves:

JCPromoters = We emphasize Reach, since we know they will share our message with friends

JCParals = We emphasize Connuity to keep JCP top of mind

JCPotenals = We emphasize Frequency to ensure they remember the JCPossibilies message.Total Gross Impressions = 23,454,061,028


9/19


JCPut Me on the RedCarpet Competition

Digital StylistDuring the Oscars Red Carpet, an icon appears at the boom of the

television screen encouraging viewers to visit jcp.com to nd 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.

Parcipants are challenged to tweet using # JCPossibilies for a chance towin a trip to the Oscars. Beginning in January, adversements 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 compeon.

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. Associaon with the Oscars

spread the message that JCP is no longer dated but modern.

Why this works:

24.4 million women watch the Oscars each year, allowing

JCPossibilies to reach a signicant poron of the targetmarket

Oscars compeon fosters word of mouth markeng through

retweets, extending the reach of our campaign before it even

launches The Digital Stylist encourages online shopping and enhances

brand image

JCPossibilies launches during the 84th Annual Academy Awards. Leadingup to the Oscars, ads air both online and oine to encourage parcipaon

in the JCPut Me on the Red Carpet Compeon. The Oscars are the

perfect plaorm for JCPs rebranding iniave because its 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 interrupon of other retailers.

(Intrigue) JCPossibilitiesT-Shirt Promotions

To build campaign hype, JCPossibilies t-shirts are distributed at thefashion shows and in-store. The t-shirts feature diverse P-extensions,

such as JCPride and JCPoderosa (Spanish for powerful) to beer

connect with the target markets lifestyles and ambions. Women

receive discounts when wearing the shirts while shopping on certain

days throughout the campaign.

Fashion Show3D Projecon Fashion Shows

In celebraon of Fashion Week, our campaign features innovave fashion

shows in Miami, Dallas, Los Angeles, and New York. During the show, 3D

projecons portray a series of changing designs on models white clothing as

they walk down the runway. The clothing is made in collaboraon with our

JCPartners. The fashion shows are open to the public and take place near

high-trac 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 opon to view dierent aspects of the show.

Women can also read about the story behind the show and view behind-

the-scenes videos.

Why this works:

Innovave technology generates buzz and curiosity about

JCPs modern product possibilies

3D Projecon Fashion Shows serve as a direct call to acon for

in-store and online purchasing

Promoonal t-shirts draw aenon to the new JCP logo,

drive in-store acvity and sales, and turn JCParals intoJCPromoters

assion

oderosa

( )


10/19


Branding AdsBranding ads explore the life possibilies of the target market. They focus on connecon by tying womens aspiraons to the JCP brand through dierent

P-extensions that are incorporated into the logo. Ads are inspiring, nostalgic, and fun.

JCPaycake:

Makes women

feel proud of their

diverse careers

and opmisc

about their life

possibilies. Banner

ads are placed on

recipe and cooking

websites, such asRachaelRay.com.

JCParadise: Makes women stop and think about the

possibility of relaxing, since JCP understands that

they are me-starved. Ads are placed on bus stopsin

downtown areas, naonwide.

JCPre-date jiers: Tells women JCP helps them make a great rst impression with its

selecon of products. Ads are featured in LGBT magazines, such as Curve.

Why this works:

Ads highlight the new JCP logo and align modern lifestyle

possibilies with JCPs brand image

Commercials(Awareness)

jcpatty-cakearenthood-

JCParenthood

Why these work:

P-extensions, producon format, and music selecon are

aenon grabbing and memorable Commercials take on a non-tradional retail focus that

modernizes JCP

Music: The Man of Metropolis Steals Our Hearts by Suan Stevens

Technique: Low-tech feel (highlights realism); furniture and clothing change to

beat of music

Intro: P-extensions scroll through unl landing on commercial theme

Placement: During popular TV shows like Modern Family

Intro: P-extensions scroll through and complete the jcp logo unl landing on

the commercial theme

Our commercial format extends easily to other JCPossibilies . Forexample, JCPassport (shown below) showcases the possibilies of

where one could live or travel.

Descripon: A woman wearing a white maternity dress enters the all whitefurnished 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 possibilies that await her. A beauful baby girl is born; new life brings

new possibilies. Her rsts. First steps, rst laugh, rst smile radiang

innocence. What will she be like?As she grows up, she explores the world

around her; mixing up poons, nger painng, ying paper planes, creang

her melodies. Who will she become?Nave ambion drives her curiosity.

Notes and books cover her bedroom oor; 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 nd love? Once a girl, now a woman. She will embrace her

passions. She learns perseverance and inner strength. She lives by her

own tempo, nding her individuality. And maybe one day she will even win

an Oscar.

JCP products showcased:Duo Maternity Sunburst ITY Dress, Cindy Crawford

Mother-of-Pearl Table Lamp, Walnut Grove End Table, Linden Street Pillow,

and Monterey Converble Crib, Dresser, and Hutch

O t H( )P ki L t


11/19


Out-o-HomeOur out-of-home taccs are placed in high-trac urban areas on bus stops,

highways, and in malls with JCP stores across the country.

Billboards:

During the day, the JCPossibilies ad features all white JCP products. Duringthe night, projecons bring the ad to life to highlight dierent possibilies. Ads

are placed in high-trac areas in our targeted cies.

Interacve Bus Stop:

Target market can click buons

to project dierent furniture onto

the back of the bus stop. Once a

buon has been selected a QR

code appears below it driving

women to that products page of

jcp.com.

(Awareness)

Escalator Handrails:

An endless trail of P-extensions run down the escalator handrails to

draw aenon and increase reach and frequency. The P-extenons

are mostly product focused, with lifestyle words sprinkled in. Adsare placed in subway staons and malls near JCP stores naonwide.

OnlineInteracve Banner Ads

Our banner ads provide a simple,

yet interacve way for women

to discover the possibilies

oered at JCP. Scrolling over the

white banner unveils a variety

of products and directs trac

to jcp.com. Products in the ads

are specic to site content (e.g.

CafeMom: Childrens items,

Elle: Womens Clothing and

accessories).

Parking Lots:

We make the target market think about possibilies on their way

to JCP. The ads are placed on parking spaces reserved for dierent

product possibilies near the entrance to JCP stores.

Cause MarketingIts not just about the clothes. Dress for Success gives

disadvantaged women a network of support, career

development tools, and professional are to open doors

to new personal and professional possibilies. JCP will

connue to provide women with possibilies by hosng

a clothing drive the rst Friday of every month to support

this noble cause.

Why this works:

Interacve banner ads and online TV ads show JCP products to

increase online trac

Our cause markeng partner aligns with our possibiliesmessage and helps show that JCP is a modern company that

gives back

Why this works:

Out-of-home taccs work because creave placement

increases brand recall, shows that the brand is modern, and

generates buzz

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 Greys Anatomy.

Pandora Internet Radio

Ads appear on Pandora

Internet Radio that

guide users to select one

of our JCPossibilesRadio Staons. Whether

they tune into JCParty

Time Hits, JCProfessional

Beats, or JCPeaceful

Melodies, users can

listen to select arsts

without missing the beat

of a great deal!

M d F il( )


12/19


Why this works:

Associates JCP with a popular show that epitomizes the target

markets modern lifestyles

Product placement keeps JCP top-of-mind Modern Family iPhone applicaon incorporates JCP mobile ads

to expand target market reach

Modern FamilyJCPossibilies features an excing entertainment partnership with ABCs hit show Modern Family. The show explores the dierent possibiliespresent in the lives of modern day families and highlights the idea of todays new normal. The collaboraon emphasizes JCPs image as a modern

retailer through product placement in episodes, interacve online ads, banner ads on abc.com, and Modern Family iPhone applicaon.

Interacve online ads on Hulu and ABC.com engage

the target market by allowing them to vote on the

ouit they want their favorite character to wear in an

upcoming episode.

Women can purchase a

characters look at jcp.com.

Interactive Print AdsThe 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 JCPossibilies smartphone app over the black & white ad, the image comes to life. The user

can select to see the item in other color opons, and purchase directly on the

app. These ads emphasize the product possibilies available at JCP.

(Interest)Price Level AdsAds highlighng specic 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.

Why this works:

Price level ads allow bargain hunters to nd great deals on the

items they need

New technology allows women to interact directly with theJCP brand, as 53% of the target market uses smartphones

JCPhilosophy:

Shows women

that JCP has all

the products

to put them

at peace. Ad

is featured on

tness websites,

such as Self.com.

JCPower heels:

Shows the selecon and

aordability of JCP products

that complement the career

possibilies of modern womens

lifestyles. This iPad ad is featured

in womens magazines, such as

InStyle. All iPad ads have icons

that link user directly to JCP

Facebook Store, JCP Twier, and

jcp.com, which expand reach and

generate engagement.

JCPurple: Shows that JCP has all the

products they need for their next vacaon.

Ad is featured in travel magazines such as,

Travel and Leisure

Print ads are featured in entertainment

magazines such as People to further drive

JCPs partnership with the show.

(A i ) JCPoints


13/19


JCPossibilies Vending MachineEverything you need in a JCPinch

JCPossibilies VendingMachines, located in major

airports, commuter rail staons,

and high-trac downtown areas,

oer busy women a convenient

and aordable way to sasfy their

needs on-the-go.

Product Oerings Include: Tank tops,

socks, pantyhose, sunglasses, jewelry,

baby products, ats, and candies from

Sweet Picks by Dylan.

JCPop-Up Showroom

JCPop-Up Showrooms simulate

the experience portrayed in our

commercials. Visitors interact

with various JCPossibiliesinshowrooms using iPads to project

desired JCP furniture and decor onto

an all-white display room. Women

can then make purchases at theshowroom with complementary

shipping. Showrooms are temporarily

available in popular sites in major

cies, like Times Square in NYC.

JCPick-Me-Up-Truck

JCPick-Me-Up-Trucks

bring ouit staples,

accessories, and

JCPossibilies t-shirts to women

across the country.

Women can instantly

purchase from jcp.com

using on-site iPads. The

trucks locaons can be

tracked using Twier

and Facebook Places.

Why these work:

Taccs increase reach, introduce modern brand image, and

are strategically located to increase sales

(Action)Through guerrilla markeng, we target cies with the highest concentraons of our target market to

foster engagement with JCP. By aligning digital resources with the shopping experience, we present

JCP as a modern and innovave retailer.

Guerrilla Marketing

JCPoints

Why this works:

JCPoints Cards increase shopping frequency and

consequently spending

JCPoints Cards incenves, such as personalized email

promoons, daily deals, and discounted shipping,encourage women to shop and draw in new customers to

the store

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

Gold Level (achieved aer 500 points) Exclusive oers

$5 Flat Rate Shipping

Planum Level (achieved aer 1,000 points) Exclusive oers

Special gi from seasonal partner

$5 Flat Rate Shipping

Diamond Level (achieved aer 1,500 points) Exclusive oers

Special gi from seasonal partner

Free Shipping

A higher level means even more rewards:

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

Our target markets life possibilies create the need for aordable goods. JCPoints cards not only provide g reat deals, but also increase brand loyalty and

strengthen the customers relaonship with JCP. We update the Rewards Program by oering benets that are aligned with womens modern lifestyles.

JCPoints Members Receive:

Points: 1 point for every dollar you spend in-store and online.

Discounts:

Personalized JCPromoonal Emails: Based on brand, lifestyle,

and department preferences. Include access to daily deals

and aer-hours sales which capitalize on the recent trend of

group buying combined with ash sales.

An addional 10% o for friend referrals who make a

purchase

An addional 20% o on their birthday

W b it E i S i l M di


14/19


Website ExperienceJCPossibilies Design Portal

2-in-1 planner for wardrobe and

home decorang, where users

build an ideal closet or room

using JCP Products, promong

cross-shopping .

The Portal allows users to:

Save preferences

Share with Facebook friends

View exclusive JCP designer

portals

Style Guides and How-Tos

Lifestyle-oriented video tutorials

that give unique advice and

showcase product possibilies

on a personal level (e.g. How to

dress for a job interview, How

to furnish a nursery.)

Icons

1) Registry & Gi Finder

2) Daily Deals

Tabs

Drop down menus reveal the

most inving areas of jcp.com.

Customers click outside the tab

to return to their Design Portal

Why no Microsite?

Instead of creang a microsite,we integrate the JCPossibilies page with jcp.com. Research

shows that microsites are merely

a passing trend that drain

resources.

Drag your

selecon out

of the window

and into your

wardrobe

Click on

Shop JCP

tab

Re-click on

Shop JCP tab

to connue

shopping where

you le o

Navigate to

your secon of

choice within

the JCP store

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 JCPotenals

and JCParals to become

JCPromoters.

Twier

#JCPossibilies tracksbuzz and allows us to track

campaign eecveness.

Foursquare

Oers JCP deals based on

users current locaon, taking

away market share from

nearby competors and

increasing JCPs sales.

Why this works:

Social media outlets allow JCPromoters to share our campaign

message with others JCPs social media presence enhances brand percepon and

builds brand equity

We strategically use social media to get our target market to interact and share our message with friends, ulmately leading them to make purchases.

Social MediaJCPrepared

Come Rain or Shine

The modern JCP woman

is prepared for any and all

weather occurrences. This

Facebook applicaon suggests

ouit possibilies based on the

local weather to keep women

from pung on the wrong

shoes.

Our enre media plan comes together at jcp.com. We revamp jcp.com with a modern, clean aesthec to increase online shopping. Introducing the

JCPossibilies Design Portal, we engage customers and help them idenfy product possibilies that sasfy their unmet needs.

Check-in Get Stu

Check-in on Foursquare at

select locaons to receive

JCP promoonal items and

gi from JCPossibilies

Vending Machines, JCPick-

Me-Up Trucks, and JCPop-

Up Showrooms.

Anna checks her Facebook

and receives ouit

suggesons from the

JCPrepared Facebook app.

She tweets Finally, I get to

wear the dress I bought last

week! #JCPossibilies Ifeel so JCPrey today!

On her way to work, she

passes the JCP interacve

bus stop and checks in on

Foursquare to receive a

JCPromoonal t-shirt.

A discount from the JCP store

a few blocks away pops onto

the screen.

She spends her lunch hour

shopping on jcp.com and uses

the JCPass-It-On applicaon.

She recommends a sweater

to her friends and receives a

discount on her next purchase.

add to bag

jcpass it on!

See how Anna interacts with JCPossibilies :

I St R d tiP t hi


15/19


In-Store RecommendationsPartnerships

Rotational PartnershipsLimited me collaboraons generate excitement, garner PR in fashion magazines, and take market share away from competors by connuously

aracng customers with designer brands at aordable prices. Collaboraon includes apparel, shoes, and home goods made exclusively for JCP.

Spring:

Classic American brand popular with target market

Kate Spade benets from increased brand exposure

Fall:

Internaonal brand known for elegant plus-size clothing

Marina Rinaldi benets from JCPs diverse customer base

Long-Term PartnershipsStore-within-store partnerships improve JCPs brand percepon by enhancing current product oerings and reminding shoppers of JCPs endless

possibilies, helping JCP move from dated to modern. These brands bring customers back and increase customer loyalty.

1. UNIQLO

Global fast-fashion brand known for aordable,

quality basics

Interest in US expansion through department store

partnership

UNIQLO benets from access to the US retail market

2. Paper Source

Premier American paperie and retail store

Oers unique selecon of paper gis and

staonery

Paper Source benets from elevated

exposure in the JCPresents secon

3. Sweet Picks by Dylan

Exclusive JCP line of sweets by Dylans

Candy Bar

Dylan's Candy Bar benets from placement

in JCPresents and In-a-JCPinch secons

Five Year PlanJCPossibilies is aexibleand sustainablecampaign that will generate connued impact over the next ve years.

2012 - 2013 2013 - 2014 2014 - 2015 2015 - 2016 2016 - 2017

JCPersonality Closets

Secon of store

dedicated to items

inspired by the

personalies of

characters from

Modern Family Strengthens

entertainment

partnership with

"Modern Family"

JCPresents

A special mini-bouque

where shoppers can

nd popular gis and

receive Paper Source

gi-wrapping services

Benets the 44% of

target market who

already shop at JCP for

gis

Style in a JCPinch!

Assorted accessories

located near check-out

counters

Encourages cross-

shopping and impulse

purchases; 42% of

survey respondents

reported buying their last

accessory on impulse

JCPaper Shopping Bag

Simple, modern shopping

bags display the message

of our campaign

Makes customers proud

to walk out with the bag,

allowing women to carry

the JCPossibilies message beyond the store

Inial rollout of

Capitol Adversings

JCPossibilies campaign

Rotaonal JCPartners:

Kate Spade, Marina

Rinaldi

Expand JCPossbilies

Campaign promoons and

events to addional cies in the

U.S.

Expand mobile adversing with

use of augmented reality

Rotaonal JCPartners: RachelRoy, Lyn Devon

Expand JCPossibilies campaign

to target consumers in younger

demographic, specically

women 18-24

Develop unique branded

entertainment with Nelix and

Hulu Rotaonal JCPartners: Narcisso

Rodriguez, Jason Wu

Expand JCPossibilies campaign

to target consumers in older

demographic, specically

women 35-44

Rotaonal JCPartners:

Moschino, Donna Karan

Increase long-term partnerships

that reect JCPs updated image

Rotaonal JCPartner: Alaa

Smartphone App

In-store shoppers can

scan clothing tags to

access customer reviews

and related items for

each product.

Our research shows that women like to shop at stores that are cluer free, spacious, and easy to navigate. We aract shoppers with an easy and

convenient shopping experience that use modern shopping tools to showcase product possibilies at JCP. We change the percepon of JCP from dated to

a modern and fun place to shop.

C i R ll t A t bilit


16/19


Campaign RolloutJCPossibiliesreaches the target market through naonwide paid, earned, owned, and im agined media. Larger

porons of the budget go toward the nine states with the highest concentraon of women in the target market

to strengthen reach and foster an echo eect throughout the country. Targeted cies 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.

AccountabilityJCPossibilities

Metrics:

We measure campaign eecveness through: New JCP customers

Retenon of current JCP customers

Increased shopping of current JCP customers

Increased membership in JCPoints

Trac to jcp.com

Social media interacon

Parcipaon in contests and events

Awareness of new JCP logo

Change in brand percepon from dated to modern

Replicaon of benchmark survey designed by Capitol

Adversing

JCPossibilies reaches 20,300,000 women ages 25-34 with a budget of $100 million

23,454,061,028Total gross impressions

224 Gross impressions per dollar spent

Women 25-34 with

a posive and unique message

Aracts

Women 25-34 that JCP has

quality products at aordable

prices that compliment their

modern life possibilies

Reminds

The percepon of JCP from a

dated brand to one that is mod-

ern and fun

Changes

450,000JCPoints Membership

2,500,000 Facebook fans

50,000 Twier followers

5,500,000 Website visitors

3,500,000 YouTube views

Women 25-34 to

purchase items at JCP

in-store and online

Encourages

TOTAL INCREASE IN SALES (IN-STORE & ONLINE):

$110,767,459

You asked us to retain female

customers ages 25-34 and we did.

We retain 2.85M JCP customers We acquire 830,000 new JCP

customers

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

You asked us to increase shopping frequency and grow share of

wallet among current female customers ages 25-34 and we did.You asked us to acquire female

customers ages 25-34 and we did.

A diB d t & M di Fl Ch t


17/19


AppendixSelect Survey FindingsBelow is a sample of survey ndings that helped uncover our key

research insights and target segments. Parcipants were not only

screened before parcipang, but were also directed to specic

quesons 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 inuenal in increasing visits to a store they occasionally shop at.

74% of respondents chose New life transions 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 gis 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.

BOLDMOVEOF THEWEEK: J.C.PENNEYPUTS ALOT ON THELINE ASIT MOVESITS ENTIREPRODUCTCATALOG TOFACEBOOK.PBT

Consulng.PBTConsulng,29 Dec. 2010.Web. 24 Jan.2011. .

Brohan, Mark.J.C.Penney PlansMoreSocial andMobileMarkeng.E-Retailers.Internet Retailer, 30 June2010. Web.26 Jan.

2011..

CahnersHindman, Nathaniel.The11 CiesWhereWomen Out-EarnMenBy TheBiggest Margin.HUFFPOSTBUSINESS.

HungtonPost, 2 Sept.2010. Web.4 Feb. 2011..

Campanelli, Melissa.6 OnlineRetailTrends.RetailOnlineIntegraon.North AmericanPublishing Company(NAPCO),6 July2010.

Web.11 Jan.2011. .

Email, SearchDrive Most OnlineRetailTrac. Informaonweek-Online 29 Dec.2010: ABI/INFORMGlobal, ProQuest.Web. 28Mar.2011.

Hearst MagazinesandJ. C.Penney Company,Inc.Partner toLaunchGiing Graceand CLAD.MediaRoom.JCPenney Media

Room.JCPenney, 11 Nov.2010. Web.17 Jan.2011. .

JCPenneyRanksTopsin Customer Servicefor ThirdConsecuveYear.Nasdaq.N.p., 12 Jan.2011. Web.13 Jan.2011. .

Klein, Karen.What CompaniesGet Wrong WhenMarkeng toMinories.Bloomberg Businessweek.Bloomberg, 14 Dec.2010.

Web.5 Jan.2011. .

Lemonnier, Jonathan.CustomersMost SasedWith OnlineRetail.AdAge Digital.AdAge, 22 Feb.2008. Web.10 Jan.2011.

.

Marnezde AlbnizMargalef,Victor.Fast FashionRetailStrategyFlying OtheRacks.IESE Insight -Business KnowledgePortal.

IESEInsight, 2009.Web. 1 Feb.2011. .

MarylouisDionne, et al.TAX BRIEFS.Journalof Accountancy171.2 (1991): 18-19.Business SourcePremier.EBSCO. Web.28 Mar.

2011.

Miley, Marissa, andAnn Mack.The New FemaleConsumer: TheRise ofthe RealMom.Ad AgeInsights.White Papers,16 Nov.

2009.Web. 13 Jan.2011. .

Mooney, Kelly.MythsAbout OnlineRetailMarkeng.DigitalNext.Ad AgeDigital.Ad Age,17 Feb.2009.Web. 12 Feb.2011.

.

OnlineRetailIndustryProle: UnitedStates.OnlineRetailIndustry Prole: UnitedStates(2010 ): 1.BusinessSourcePremier.

EBSCO.Web. 28 Mar.2011.

PricewaterhouseCoopers,Kantar Retail.The New Consumer Behavior Paradigm: Permanent or Fleeng?Reading Room.WPP

Reading Room.PricewaterhouseCoopers, 2010. Web.3 Jan.2011. .

Radwanick, Sarah.U.S. DigitalYear inReview 2010.comScore(20 11): n.pag.Web. 2 Feb.2011. .

Schultz, E.J.AsSingleBecomes New Norm,How toMarket Without Sgma.Adversing EducaonalFoundaon.Crain

Communicaons, 11 Oct.2010. Web.9 Jan. 2011..

Sources

Budget & Media Flow Chart

PAID

2012-2013 6 1 3 20 2 7 5 1 2 19 2 6 2 9 1 6 23 3 0 7 1 4 21 2 8 4 1 1 18 2 5 2 9 1 6 23 3 0 6 1 3 20 2 7 3 1 0 17 2 4 1 8 1 5 22 2 9 5 1 2 19 2 6 3 1 0 17 2 4 3 1 7 1 4 2 1 28 4 Cost ($) Total Gross Impressions GrossImpressions/1$ Spent

TELEVISION: T O TA L $ 3 6, 0 80 , 00 0 4 4 4, 0 90 , 00 0 4.81

Cable & Broadcast $13,360,000

Tivo & Direct TV $1,440,000

Special Events: Academy Awards, Emmy Awards, Grammy Awards $21,580,000

Music Royales $100,000

RADIO: T O TA L $ 1 7, 6 80 1 , 00 7 ,9 7 1, 5 08 8.02

AM/FM $5,200

Satellite $7,280

Online Streaming (Pandora) $5,200

MAGAZINE: T O TA L $ 2 ,6 9 6, 0 00 1 3 4, 2 44 , 00 0 1.34

Print $896,000

E-Reader & Tablet $1,800,000

OUT-OF-HOME: T O TA L $ 7 ,2 1 8, 8 40 2 , 11 5 ,3 6 0, 0 00 21.85

Billboards $6,000,000

Transit $168,000

Boarding Passes $700,560

Baggage Claim $350,280

ONLINE: T O TA L $ 6 ,3 7 5, 0 00 1 , 84 3 ,9 9 0, 5 00 18.44

Twier: Promoted Tweets $1,200,00

YouTube: Home Page Takeover $2,625,000

Interacve Banners $1,275,000

Video Banners: Hulu, YouTube $1,800,000

BRANDED ENTERTAINMENT (ABCs MODERN FAMILY) $6,000,000

PRODUCT PLACEMENT $6,000,000

CINEMA $4,500,000

COFFEE CUPS $3,000,000

ITUNES: JCPODCASTS $0

TOTAL PAI D TO TAL $91, 687, 520 5, 649, 144,623 55.22

JCPAPER SHOPPING BAGS $1,000,000

EMAIL PROMOTIONS $6,000

JCPOSSIBILITIES REWARDS PROGRAM $0

WEBSITE: T OT AL $ 0 3 ,0 56 ,2 54 ,5 00 30.52

jcp.com Redesign $0

Style Guides & How-Tos $0

MOBILE: T O TA L $ 2 ,2 0 0 1 , 86 1 ,7 4 0, 0 00 2.75

App Update $0

jcp.mobi Update $0

SMS/Text Promoons $600

TOTAL O WN ED TO TAL $1, 006, 600 6, 332, 000,000 47.21

JCPOSSIBILITIES LAUNCH EVENT T OT AL $ 5, 00 0 2 7, 76 4, 00 0 .27

JCPut Me On The Red Carpet Oscars Compeon $5,000

JCPossibilies T-Shirts $0

JCPS Digital Stylist: Tim Gunn $0

110th BIRTHDAY CELEBRATION: ENDLESS POSSIBILITIES $0

CAUSE MARKETING: DRESS FOR SUCCESS $0

SOCIAL MEDIA: T OT AL $ 0 8 ,9 23 ,6 12 ,4 05 86.88

The JCP Facebook Store: JCPossibilies Design Portal $0

JCPassport Facebook Applicaon $0

JCP Weather Wear Facebook Applicaon $0

Twier: #JCPossibilies $0

Foursquare $0

Check In -> Get Stuf Foursquare Extension $0

JCPass-It-On Link Sharing $0

TOTAL TO TAL E AR N ED $5, 000 9, 089, 306,405 99.26

3D PROJECTION FASHION SHOW $2,100,000

INTERACTIVE BUS STOPS $1,624,000

JCPossibilies Vending Machines $560,000

JCPick-Me-Up Trucks $675,000

JCPop-Up Showrooms $252,000

JCPARKING LOT $504,000

JCPOSSIBILITIES ESCALATOR HANDRAILS $504,000

TOTAL TO TAL I M AGIN E D $6, 219, 000 2, 383, 610,000 21.64

CONTINGENCY $1,081,880

TOTAL BUDGET T O TA L B U D GE T $ 1 00 , 00 0 ,0 0 0 2 3 ,4 5 4, 0 61 , 02 8 2 2 4

2012 2013

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb

OWNED

EARNED

IMAGINED

Wh Capitol Ad ertising?


18/19


Why Capitol Advertising?

We are not your average, run-of-the-mill team. We are a select group of individuals from disnctly

dierent backgrounds who have come together to bring this campaign to life.

From Brazil to Sweden, Nigeria to Japan, our team represents ten dierent countries across ve

connents. We are by no means afraid of stepping out of our comfort zones to oer diverse

perspecves on meeng 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 adversing (and shopping!) fanacs, and

we have poured our hearts and souls into creang 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 Adversing, you not only partner with a team invested in your success, but also receive a

unied campaign that is both creave and strategic.

We strongly believe that now is the me to build a crucial relaonship with the target market. By

reposioning JCP as a modern and aracve retailer we make JCP relevant to womens lives, while

staying true to the soul of your company. The beauty of our campaign is that it is simple and extendable.

Capitol Adversing and JCP...

Oh, the JCPossibilities...


19/19


Documents

Plansbook FINAL Spread)