JCPenney CampaignLagniappe Creative
“Fashion is changing. Style is forever.”
The Team
Campaign Objectives
• Acquire• Retain• Increase shopping frequency• Reach 75% of target market
Situational Analysis
• The Challenge
SWOT Analysis
StrengthsWeaknessesOpportunitiesThreats
Research Insight
• 61% prefer shopping with family/friends• 49% look at magazines/catalogues before
shopping• Tech-Saavy• Fashion > Price• Shopping is an experience• Purchase Triggers: Work wear, Social wear,Special occasion wear, Home decor
Research Findings cont.’
Social Butterfly
Target Profile
Tech-Saavy City Dweller
Power Mom
Timeless Classic
Research Findings cont.’
Current Tagline: “New look. New day. Who Knew?”
Current Creative: Maximum Exposure at Low Prices
Current Brand Image: Everything you want, at prices you can afford.
Current Brand Voice: The department store has always been there for you.
New Perceptions
New Tagline: Fashion is changing. Style is foreverNew Creative: Maximum exposure on new fashion and personal styleNew Brand Image: Fashion and style come first. JcPenneys will always remain affordable.New Brand Voice: The department store that gives you what no other can.
Advertising Strategy
• Emphasis on new partnerships• Change perception of JcPenneys• Refine JcPenneys current image
• Social Media• Print (Magazines)• Television• Direct Mail
Marketing StrategyAdvertising Strategy cont.’
Advertising Strategy cont.’
4 Media Vehicles:•Television (ABC, CBS, Bravo, Fox, TLC)•Magazines (Elle, Glamour)•Online (JCPenney interactive website)•Direct Mail Package
Media Mission
Partnerships
Creative Brief
• “Fashion is changing. Style is forever.”
• JcPenneys can carry a woman through her lifeOf style stages.
Creative Brief cont.’Website
Creative Brief cont.’Billboard
Creative Brief cont.’Direct Mail
Creative Brief cont.’Print Advertisements
Creative Brief cont.’Television
Creative Brief cont.’Promotions
Creative Brief cont.’In-Store Digital Marketing
Creative Brief cont.’Social Media - Facebook
Creative Brief cont.’Social Media - Youtube
Creative Brief cont.’Smart Phone
Creative Brief cont.’Social Networking
Budget
Traditional Advertising: $76,341,008•TV, Magazine, Internet, BillboardsPR Promotions: $15,791,000•Rachel Ray, Ladies Night, Kiosks, Direct MailProduction Cost: $1,070,000 (TV, Internet)Evaluation: $50,000Logistics: $100,000Contingency: $2,000,000
Gantt Chart
Evaluation
Internet Interaction:•Site Visitors, Facebook Friends, Rachel Ray Participants
Event Stats:•Monitor Ladies Night attendants, LN Surveys
Distribution:•Amount of Direct Mail Distributed, Kiosk Surveys
Participation & Acceptance: •Social Media Comments•Concept Testing
Questions?..