Ashman - Plansbook

JCPE N N E Y Fo r e v er y perso nali ty, ther e i s a J CPo ssi bi li ty.

Capitol Advertising / 1

Capitol Advertising is excited to present the JCPossibilities campaign, based on our key insight: Women ages 25-34 have more personal and professional possibilities than ever before, creating the constant need for products that complement and enrich their modern lifestyles.

Our tagline, “For every personality, there is a JCPossibility,” complements the target market’s optimistic feeling about the many choices and opportunities available to them today, for example whether they are young parents or professionals or both. The tagline also strategically plays upon JCP’s new logo.

Our research shows that when women in our target age group see or hear JCP, they instantly recognize it as JCPenney. We extend the “P” into words that highlight all the possibilities in their lives, like JCPhotographer and JCPassport, and all the products JCP offers to enrich them, like JCPottery and JCPurse.

Our creative strategy is reinforced through branding ads and price level ads. Branding ads focus on image and communicate JCP is a company for real people, real personalities. Not about over-produced studio shots of models and actors. We use real women to narrate anecdotes of how they incorporate JCP in to their lives.

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 partner-

ships and loyal customers to maximize the reach of our campaign.

Our media strategy guides consumers through a perception change from dated to modern and leads them to a purchase at JCP. By engaging consumers and emphasizing JCP’s “easy-to-integrate” image, JCPossibilities effectively expands the reach and impact of our message to create a unifying voice. We implement a cross-communication digital strategy that seamlessly translates from Online to in-store.

JCPossibilities increases shopping frequency and boosts profits by $210,767,459.

JCPossibilities strategically aligns the JCP brand with the possi-

bilities that define the lives of modern women. This updates and modernizes JCP without trying to convince people JCP is trying too hard to be trendy. Our research showed us women value the tradition of JCPenney but want the brand to reflect who they are today and in the future in an unembellished way.

JCPossibilities goes beyond the typical retail campaign and es-

(Above) JCPuddle and (Right) JCPlayground: Product oriented ads reaching out to young mothers eager to find deals on affordable products for their growing children.

tablishes the brand as a relevant, assuring women that JCP supports them through each stage of their lives, making them realize:

For every personality, there is a JCPossibility.

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retend

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Research Design The Challenge 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 We conducted nationwide ethno and psychographic research to learn why current customers in our target age range shop and spend more at JCP and what could bring women who shop at competitors over to JCP. Using a mix of quantitative and qualitative analysis, Capitol Advertising unlocks the secret to our target market’s buying behavior and unmet needs, leading to the development of the JCPossibilities campaign.

25,000 hours of Secondary Research

35 In-Depth Interviews & 4 Nationwide Online Focus Groups

1,007 Nationwide Survey Respondents

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 a woman’s modern lifestyle to better position JCP for the future.

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 would make them go to a store they have never visited before. We learned how to fulfill the needs in a woman’s modern lifestyle and how to provide her with a successful shopping experience.

For our 55-question survey, we screened respondents by demographic 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 diverse women in the target market from all corners of the country. They advised us throughout the development of our campaign, allowing us to create a strategy that could resonate with our target audience.

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60 Creative Testing Participants Creative testing allowed us to determine which messages would best capture and engage the target market in the campaign, and ultimately lead to a change in brand perception.

SWOT Analysis Strengths • • • • •

Well-known American brand Trusted for affordable products for everyday life Leader in digital innovation (ex. first retail website, Facebook store) Ranked No. 1 in AmEx Customer Service Rankings for 3 years in a row No. 1 retailer on DiversityInc’s annual rankings of “Top 50 Companies for Diversity”

Weaknesses • • • • •

Opportunities • • • • •

Growing consumer involvement with digital and social 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 (ex. new home, promotion, marriage, children, etc.)

Endless possibilities = a constant need to purchase new products

Perceived as a “traditional,” “dated” and “average” brand for older, lower income generations Little differentiation in retail industry Lacks a fully integrated media strategy Services not top of mind for target market (ex. gift registry, custom decoration and photo services) Public relations efforts fail to reach target market

Threats • • • •

Online “flash sale” retailers (Gilt Groupe, Zulily), 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 these days are time starved, giving them less time to shop Post recession consumers buy fewer things, preferring to invest in expensive, higher quality items

Competitors To better understand JCP’s position, we asked the target market what they like about JCP’s competitors.

They liked: Variety & Coolness at Target Glamour & Quality at Macy’s Discounts at Kohl’s

Prices at Walmart Reliability at Sears Uniqueness at Specialty Stores

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Key Insights

1

Women ages 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. Today’s woman can bake her cake and eat it.

2

Efforts to rapidly move JCP from average to trendy are not believable or memorable.

Women want the familiarity and tradition of JCP, but trust real women not overly produced ads with models or actors.

3 4

Women value relationships above everything else. From family to social networking, women are redefining their relationships to fit their modern lifestyles. This is particularly true when it comes to parenting.

Victory is finding a great deal. A successful shopping experience is defined by finding the right products and brands at the right price.

Women 25-34 have more personal and professional possibilities than ever before, creating the constant need for products to complement and enrich their modern lifestyles.

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Overall Strategy

1

Highlights new JCP logo by extending the “P” into words that describe the different possibilities available to modern women.

2

Leverages women’s relationship networks to get them to talk, share information, generate buzz, and promote JCP’s brand.

3 4

Extends campaign beyond just image and branding, but also focuses on pricing and products. Branding ads focus on personal and professional possibilities to change perception of JCP. Price level ads highlight great prices, conveying “the deal.”

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.

JCPossibilities is simple, extendable and effective. We update the JCP brand from dated to modern by showing how easily JCP can be incorporated in to any women’s lifestyle.

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Target Market After extensive research, we determined that the best way to retain, attract and increase shopping frequency and sales among our women ages 25-34 is to segment them based on shopping behavior and their relationship with JCP. Meet our target segments:

JCPromoters

Relationship with JCP

These influencers share the latest retail gossip with anyone willing to listen.

Shop at JCP 5+ times a year 48% are Rewards members JCP= Classic Prices = Steal Product = Classic

Social Media Equivalent The Cheerleader Likes, Comments on and shares posts often.

Take Away

Meet our JCPromoter!

JCPromoters will share information and build buzz with JCPartials and JCPotentials.

33-yr old Keri. When she’s not spending time at home with her husband and kids, she is hard at work developing her style blog and Online start up.

Just the other day, she bought a purse from JCP and posted about it on her blog.

Take Away

Meet our JCPartial!

Purchase triggers include new life transitions or shopping for specific items.

JCPartials

Relationship with JCP

These deal-oriented shoppers are on the hunt to find the next big “steal.”

Shop at JCP 2-4 times a year 8.7% are Rewards members JCP= Simple Prices = a Deal Product = Traditional Purchase triggers include in-store and Online sales and promotions.

JCPotentials

Relationship with JCP

These brandsavy shoppers are obsessed with finding affordable brand name products.

Shop at JCP 0-1 times a year JCP= Old-fashioned Prices = Cheap Product = Average

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Purchase triggers include collabs with fashion brands, sales and shopping for a specific item (ex. a gift).

Social Media Equivalent The Deal Seeker

JCPartials strengthen their relationship with JCP and become Most likely to follow a brand for aware of all the deals, promotions affordable products that JCP has to offer. and contests.

Social Media Equivalent The Follower Knows of JCP’s social media presence but may not be a customer. Likes only because their friends do.

Take Away JCPotentials realize that JCP is a modern retailer that can satisfy their need for brand name products at affordable prices.

28-yr old Maria. A pilot for Delta airlines, she loves decorating her home with her husband. She visits Keri’s blog, loves the purse she posted and tweets about it. Maria stops by JCP after work to pick up the purse and a new pair of pumps she finds on sale!

Meet our JCPotential!

25-yr old Kelsey. A recent college grad, she just got her first job in NYC. On the weekends, she enjoys shopping with friends. She isn’t a fan of JCP, but after seeing Maria Instagram about the great deal she got, Kelsey spends her lunch break browsing jcp.com.

Segmentation Strategy Our research shows the best way to change our audience’s relationship with JCP is to segment consumers based on 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 our target market is 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 in 2011, we focus on the 10.6 million who have the highest propensity to shop at JCP.

JCPartials

12% of Target Market 1,400,000 Women

JCPotentials

Propensity to Shop at JCP

8% of Target Market 910,000 Women

Direction of Influence

JCPromoters

73% of Target Market 8,300,000 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 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 full of possibility.

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Communication Objectives 80% of JCPotentials

We Want:

to view JCP as an integral part of the exciting possibilities 70% of JCPartials 99% of JCPromoters and lifestyles of modern women 65% of JCPotentials 85% of JCPartials

We Remind:

to change their perception of the old JCPenney as a dated brand, to the new JCP as an attractive, modern retailer

to know that JCP offers a wide range of affordable, quality product possibilities

99% of JCPromoters that JCP values and rewards them for their brand loyalty

Our research showed that JCPromoters, particularly Rewards members, shop and spend the most. By increasing the number of JCPartials, JCPromoters and JCPotentials, we boost sales by $210,767,459*. We place special 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 24-hour accessibility of Online shopping is driving the target market to shop and spend more time 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.

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Big Idea Positioning

We position JCP as an integral part of ANY modern woman’s life by highlighting affordable, quality products and store-offerings that complement any number of personal and professional possibilities.

The Big Idea

Women are in a stage of their lives where they are able to shape their futures as they please. Their lives are filled with endless choices, opportunities and possibilities. Therefore, the JCPossibility campaign uses real women to narrate anecdotes of how they incorporate JCP’s wide product selection and great prices in to their lives.

In order to pull women out of the information barriers they’ve set up, due to years of exposure to over-saturated retail advertisements, we make the consumer--not the product--the hero of our ads and, in the process, sell viewers a portrait of themselves.

The “A-ha” moment, grasping the multitude of opportunities

The possibilities are infinite and evolving

Incorporating possibilities into the brand name highlights the campaign’s integration of lifestyle possibilities with product possibilities and draws attention to the new logo

JCPossibilities shows how JCP’s products complement women’s life possibilities in a fun, playful and exciting way. Women feel they can do anything; the new normal is 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.

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Creative Strategy JCPossibilities shows how JCP’s products and personalized store offerings 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, “For every personality, there is a JCPossibility” 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.

(Above) JCPink: Part of the JCParty series, showing the realistic possibilities of JCP’s affordable dresses, shoes and gift section (JCPresents). Ads are placed in magazines, such as Martha Stewart Living.

Creative Testing Here are several quotes taken from members of our target segments during the creative testing process.

“It’s clever and new. It tells me that JCP has everything I’m dreaming about. It’s personable and that’s important.”

“I couldn’t stop thinking of ‘P’ words all week!!”

“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 JCPossibilities.”

- Gale G, 32 Commercial Testing

- Cynthia A, 28 Campaign Testing

- Sarah S, 25 Tagline Testing

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Media Strategy We use strategic media placement and channels to extend the JCPossibilities creative strategy throughout our campaign. The media strategy guides consumers through a perception change from dated to modern, ultimately leading women to make a purchase at JCP. For each target segment, we focus on the following media objectives: JCPromoters = We emphasize Reach, since they will share our message on social networks 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

The JCPossibilities campaign challenges the traditional consumer behavior model (AIDMA), and instead follows the newly proposed AISAS law (Attention Interest Search Action Share). As the information environment has grown in the digital age, “Search” and “Share” have become increasingly more important.

With the AISAS model, the consumer who notices a product, service or advertisement (attention) and takes interest will gather information (searches) about the item. That search may be performed on the Internet or blogs, product comparison sites and official corporate web pages, or by talking to family or friends who have actually used the product or service. The consumer then makes an overall judgment based on the information gathered, and if successful, makes a purchase (action). After the purchase, the consumer also becomes a transmitter of Word-of-Mouth information, by talking to others or by posting comments Online (sharing).

Our research found that net searches triggered by advertisements are common in all age groups, and of the women we surveyed, 67.7 percent said that within the past month they had used the Internet or their mobile phone to search for a keyword seen in an advertisement.

JCPossibilities draws our target’s attention with insight in to the modern woman’s characteristics, lifestyle

and approach to using media, including additional insight into not only trends related to the media our consumer comes in contact with, but also new and emerging media and technologies.

Phase 1: JCPossibility Box in Times Square and the JCPretend TV spot (aired during the Oscars) build hype and generate curiosity, highlighting the campaign initiative.

Phase 2: JCPossibility Button and JCPersonality ads generate additional attention leading to greater search potential and establish the JCPossibility campaign. SEO/SEM are utilized to pull people to JCP’s new website.

Phase 3: Instagram contest JCPolaroid (in partnership with Fujifilm) leads to increased consumer-generated

advertising. JCPossibility Tumblr and blog spread the message and increase content creation, building involvement with the campaign. Revamped E-Commerce portal and in-store offerings (JCPartnerships, JCPresents, etc.) enhance consumer’s in-store experience, leading them to share the campaign via social media.

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{ Phase 1 } We continue JCP’s longstanding relationship with the Academy Awards, by creating a large scale PR incentive with the JCPossibilities Box. A large red box appears in Dallas, Miami, NYC and LA in early February. Not obviously linked to JCP at first. Two weeks later, as people wonder “What the heck is this thing?” a crowd begins to surround the box. Tim Gunn comes onto the big screen inviting women to enter our “JCPossibility” competition.

The box walls fall and people dressed up as p-extensions run out to play with the crowd. They hand out Chocolates in the shape of the Oscars man in addition to JCP coupons. Tim Gunn says, “Instagram how going to the Oscars will unlock your #JCPossibilities.” The winner with the most retweets gets to attend a post-Oscars after party and interview celebs with E! Entertainment.

The following day, People Magazine’s breaking headline: “JCP captures Oscar’s audience with JCPossibilities campaign.” Smaller boxes will be in malls with highly trafficked JCP stores to bring customers into the store.

An Online microsite showing a cartoony Time Square and the box will be available for a limited time.

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JCPretend TV Launch During the Oscars, “JCPretend” airs. What woman doesn’t remember dancing around the house wearing her mom’s heels and lipstick, playing dress-up? This ad plays on nostalgia and connects with the target, bringing the viewer closer to the brand. This is the precursor to all future commercials.

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{ Phase 2 } Phase 2 of the campaign begins following the Oscars with the JCPossibility Button. The button pops up after 20s of no activity on the JCP website. Users fill out a brief questionnaire (Name, e-mail, gender, age range). Clicking the button prompts small animations of various p-extensions to appear and dance around the screen and can result in 1 of 3 prizes.

Various coupons (most likely to get this), a special p-extension t-shirt (somewhat less common), or a chance to get a special makeover, wardrobe furnished by JCP (showcasing the personalized in-store salon services at many JCPs).

Interactive Banner Ads

Offsite banner ads: Scrolling over the white ad reveals 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, HGTV: Patio and Garden items).

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JCPossibility Ads

In print and static ads, short anecdotes are told through p-extensions (as seen above). Other examples could be JCPattisier > JCPassport > JCParis > JCPastry or JCParent > JCPresent > JCPuppy, Television and Radio ads running throughout Phase 2 and Phase 3 of the campaign focus on one “life-possibility� - parent, physician, performer, paleontologist, etc. Real women in these ads describe how the incorporate JCP in to their busy lives and how JCP deals help them.

Real women, real possibilities. So JCPainter would feature an artist talking briefly about her work and how she incorporates JCP (perhaps, she saves time and money and can devote more resources to painting).

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{ Phase 3 } Phase 3 of the JCPossibilites campaign focus on Consumer Generated Marketing. By feeding content, we promote more searches and greater campaign effectiveness, building involvement with the consumer.

JCPolaroid is a big Instagram/Flickr social media competition, in partnership with new “JCPartner” Fujifilm.

The Fujifilm INSTAX camera is a fun, easy point-and-shoot that has become popular in the USA despite limited availability. For the past few years, they have also been one of the top selling products in Asia. The shape and color give a modern elegance and simplicity to an “old-fashioned” concept, perfect for the JCPossibilites campaign. In-store kiosks allow users to scan their INSTAX polaroids and send to their phone or e-mail, in order to upload to Instagram or Flickr using #JCPolaroid and #JCPossibilities.

Over the course of three months, prizes are awarded for most creative and most liked photos. Winners can receive anything from mega discounts at JCP to extra INSTAX film. The grand prize at the end of the competition (participants must submit a 5 photo series, final winner chosen by JCP execs) is an all-expense paid trip to Hawaii: JCParadise. The winner then blogs about their trip using pics taken with their INSTAX. Popular/creative photos are featured on the JCPossibilities blog/tumblr.

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Out-of-Home

Our out-of-home tactics are placed in high-traffic urban areas and malls across the country, keeping JCP topof-mind. These graphics can increase Word-of-Mouth discussion during the deliberation and purchase phases.

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 product’s page on jcp.com.

Escalator Handrails:

An endless trail of p-extensions run up and 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:

Simple parking lot JCPossibility ads make the target market think about possibilities on their way in to JCP. The ads are placed on parking spaces ‘reserved’ for different product possibilities near the entrance to JCP stores.

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.”

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JCPartnerships Long-Term Partnerships “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 : JCPostcards • Premier American paperie and retail store • Offers unique selection of paper gifts and stationery • Paper Source benefits from elevated exposure in the JCPresents section

4. FUJIFILM : JCPolaroid 3. Sweet Picks by Dylan • JCPortrait, JCPhotography, JCPhotobooth • Exclusive JCP line of sweets by Dylan’s Candy Bar • Dylan's Candy Bar benefits from placement in JCPresents section • Fujifilm INSTAX cameras hard to find in the US, but super popular. Perfect to bring in new customers at JCP. (It is very popular in Japan)

Rotational Partnerships 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.

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

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In-Store Recommendations 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.

JCPhotobooth JCPresents JCPassport : iPhone App JCPantry / JCPatio • In dressing room, • A special mini-boutique • Special in-store • In-store shoppers can the mirror can take where shoppers can scan clothing tags to sections are curated your picture and you find popular gifts and access customer reviews by p-extension theme can share the look receive Paper Source and related items for to help drive sales on social media or gift-wrapping services each product. and direct customers send the pic to your • Encourages cross• Enter in budget and to specific areas. phone. shopping and impulse details about friend to • Kitchen and Outdoor • Dressing room has purchases; 42% of locate perfect gift, sections are very photogenic lighting. survey respondents popular with the • Only available in top reported buying their target audience so 100 JCP stores. last accessory on we chose to highlight impulse these sections.

2012 - 2013 • •

Initial roll-out of • Capitol Advertising’s JCPossibilities campaign Rotational JCPartners: • Kate Spade, Marina Rinaldi •

2013 - 2014 Expand JCPossbilities’ Campaign promotions and events to additional cities in the U.S. Expand mobile advertising with use of augmented reality Rotational JCPartners: Rachel Roy, Lyn Devon

2015 - 2016 •

•

Expand JCPossibilities campaign to target consumers in older demographic, specifically women 35-44 Rotational JCPartners: Moschino, Donna Karan

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

Five Year Plan JCPossibilities is a flexible and

sustainable campaign that will generate continued impact over the next five years.

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Accountability JCPossibilities ...

ATTRACTS: Women 25-34 with a positive and memorable message

REMINDS:

CHANGES:

Women 25-34 that JCP has quality products at affordable prices that complement their modern life possibilities

The perception of JCP from a dated brand to one that is modern and fun

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

• • • • •

ENCOURAGES: Women 25-34 to purchase items at JCP in-store and Online

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

Metrics: 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 $120,162,900

In-store: Average shopping trips from 3.3 to 3.43 trips per year Results = Increases in-store sales by $100,604,559

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

23,454,061,028 Total gross impressions 224 Gross impressions per dollar spent

4,100,000 Facebook fans 150,000 Twitter followers 7,0000 Instagram followers 5,500,000 Website visitors 3,500,000 YouTube views

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

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$210,767,459

Why Cap Ad? 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...

For every personality, there is a JCPossibility.

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