the possibilities campaign
Okay, it’s a crowded world out there. It’s easy to get stuck in the brainstorm bottleneck. You need a place to create, converge and collaborate–a point of departure for your brand, and a connection to your audience. Rely on us to be your destination.
table of contents 2
Executive Summary
3
Research
8
Market Analysis
10
Competitive Analysis and Objectives
11
Creative Strategy
26
Campaign Evaluation
28
Media
30
Media Timeline
32
The Team
executive summary Women care about what other women think. Whether it’s networking through social media, admiring the latest trends in magazines or catching up with friends at a local café, women seek connections.They seek trust. And when it comes to fashion, women trust the opinions of their friends about the latest trends and what outfits look best on them. For women, fashion is a form of self-expression. When women shop, they don’t just see a dress. They see a piece that will bring out the color of their eyes and capture the attention of a room. They don’t just see a pair of shoes. They see a heel of the perfect height that won’t make them tower over their husbands at the annual company cocktail party. Simply put, women make fashion their own through personalization. The Possibilities Campaign evokes the idea that there are infinite possibilities for something simple and ordinary to become so much more. Our campaign invites the everyday woman to become the woman she wants to be by inspiring her to be aspirational, break the norm and exclaim, “why not?” It challenges women to defy their inhibitions and find inspiration in the most unlikely of places. It encourages them to strive to become the best versions of themselves. The Possibilities Campaign pushes the shopping experience beyond the store and into the lives of the jcpenney consumer. A woman’s style doesn’t start with her clothes, it starts with herself. The fearless and unapologetic attitude of the empowered woman is mounting, and her transformation begins with jcpenney.
2
where we started secondary research
523
sources examined
Articles & Web
Sources for secondary reasearch ranged from scholarly journals, business trade publications, books, online business wires, blogs and social media.
Monitoring News Kept a close watch on breaking news related to trends in retail, fashion, entertainment, and technology. Our team included a participant who attended the 2011 South By Southwest conference in search of the latest developments in digital music and enteratinment. Received weekly updates on jcpenney using Google alerts to stay current with brand news and customer’s opinion of the brand.
4
primary research
663
respondents (women 24-35)
34
states and Washington D.C.
National Online Survey
We distributed a consumer survey in an effort to better understand shopping attitudes and behaviors of women in the target audience. The survey focused on shopping habits, intent to purchase and the positioning of the jcpenney brand in the marketplace. Benefits of online distribution: • Large, representative sample • Easier to gather results from distant geographic locations • Could answer at their own convenience within a time frame
One-on-One Interviews
We probed respondents about their personal definitions of style, favorite stores, and the shopping habits. What we were looking for: • Open-ended conversation with target audience members • Subjective experiences and interpretations on what style means
Telephone Interviews
We asked the target about the dreams they had for themselves and the influential people in their lives in an effort to understand what it aspirational means to this group.
what we learned
Overall Shopping Habits Women aged 25-34 are most likely to shop at Macy’s for women’s wear, followed closely by Target.
Women look forward to the in-store experience. Women want personalization.
45% percent of respondents associated the word ‘conservative’ with jcpenney, with only 1% describing the retailer as chic. Only 1% listed jcpenney as “a fun place to shop” compared to the 78% percent who view Target as such.
Women care about what other women think. Women use fashion as a form of self-expression. Women need to trust and be trusted. These key insights into a women’s shopping habits illustrate that they know what they want when it comes to their shopping experience. A product that seems customized and personalized just for them helps develop a sense of trust with a brand. A positive in-store experience provides entertainment and creates a more loyal and frequent customer. Women want to express their individual personality, but are not afraid to look to other women for advice and opinions when it comes to purchases. When women engage with a brand they love, they will actively share their experiences. Women seek the approval of their peers because they constantly measure themselves against other women.
Intent to Purchase in the Next 90 Days jcpenney was selected 59% of the time in the “extremely unlikely” to purchase category. 71% of respondents were “extremely likely” to make a purchase at Target in the next 90 days, whereas only 5% were “extremely likely” to make a purchase at jcpenney.
Purchases in the Last 12 Months Although two-thirds of respondents had not shopped at jcpenney in the past 12 months, of the 23% that had shopped there the majority had done so between one and three times. 73% of respondents had made an online purchase at Amazon.com in the past 12 months, whereas only 4% had made an online purchase at jcp.com. 32% of respondents had made an online purchase at Target.com, and 19% at Walmart.com.
55
our consumer
The Rocketeers
The Rocketeers are 25-34 year old unstoppable women. They’re constantly on-the-go, juggling a career, family and social life. They’re looking ahead to the future, striving for success and are always trying to better themselves. These self-confident trendsetters are in the biggest transitional phase of their lives. As they adapt to new roles, they remain fashion-conscious – enjoying the latest trends, having fun and indulging on occasion. They look to women they trust for life and fashion advice, but strive to apply what they learn to their own individual sense of style. While Rocketeers have a closet stocked for their every day needs, they also have signature pieces perfect for whatever event comes their way. The Rocketeers spend $82 billion annually on the categories of merchandise sold at jcpenney. Their on-the-go lifestyle fits naturally into the social media world. Approximately 45% of Rocketeers use social media at least once a day, and yet they are busier than ever. In 2010 Real Women: Digital World reported that “thirty-six percent of working women are spending more time working than they were a year ago.” The Rocketeers treasure the little moments in their busy schedules that really reflect who they are. Keeping an eye on their dreams, Rocketeers are all about moving forward as individuals while remaining connected to those they love.
6
ask the experts Women draw inspiration from a variety of sources—some predictable, some unlikely. With a checklist of extraordinary goals and dreams, some of which they have yet to fulfill, women embark on an endless journey of personal discovery. More so than men, women aspire to be like members of their families, emulating the courage, work habits and perspectives of their matriarchs.
“Women consider themselves a work in progress. They often engage in an ongoing quest to improve themselves, their health, their surroundings and the lives of their families.”
Bridget Brennan, “Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers”
“The woman I want to be’ is physically realized as the woman I feel I am when I look good.”
“Personal Collections: women’s clothing use and identity.” 2000. Journal of Gender Studies, Vol. 9, No. 3.
“I would say style is personal preference, you have to have a style that fits your personality and that makes you comfortable. Style is unique to everyone, with that said not everyone has their style figured out.” Respondent in one-on-one interview, UNC Junction Team research
7
defining the problem The problem: A high-energy, target audience with an eye for trends; a fashion brand perceived as traditional and conservative.
the brand jcpenney is considered out-of-date and far from the cutting edge Low-price points exude a “cheap” perception of jcpenney Low visibility and recognition of top-rated designers Not addressing the needs of women engaged in different life stages
the consumer
Rocketeers are modern and trendy and want brands that define their personal style Rocketeers want a streamlined mobile, online and in-store shopping experience Rocketeers do not recommend the jcpenney brand to friends and family Current jcpenney store experience does not resonate with this consumer
"Fifty percent of the country has an outdated perception of what J.C. Penney is,” remarked Chief Marketing Officer Mike Boylson in 2006 (“J.C. Penney sells with an attitude” USA TODAY). As the perception of jcp’s style and fashion sense has been reduced to “outdated,” consumers have lapsed and the brand has reacted. With the launch of its new logo in February 2011, jcp acknowledged that it must attract a new and younger customer (Direct Marketing News. 24 Feb 2011,) however, those in our target market are not currently shopping at jcp.
88
a snapshot of JCP The brand’s firm commitment to responding to changing customer needs in a competitive retail environment has helped jcpenney evolve into what it is today. Throughout this retail revolution, jcpenney has maintained a consistent brand personality across platforms. As a digital leader among its retail competitors, the brand continues to make innovation a priority and to make the shopping experience relevant to the consumer. Targeting customers by economic status will no longer be effective, as trends show that consumers are willing to use integrate luxury and discount products simultaneously. Instead of focusing on the “one-size-fits-all” approach, brands will need to focus on creating a personalized experience for each shopper.
Strengths
Weaknesses
Opportunities
Threats
Brand name history and recognition Reasonable prices Immediacy and national reach of brickand-mortar stores Large assortment of merchandise and departments All-in-one shopping destination Sales events Digital platform Partnerships
Appeal to Middle America shoppers Collaboration with rendy designers and brands Capitalizing upon current customers Targeting tech-savvy consumers Coupons and group buying E- and M-commerce Personalization of in-store shopping experience Replinishment of merhcnaise to inspire frequent cosumer purchases
Perception of traditional and conservative Definition as “big box” store Outdated brands, styles and products Customer service Lower quality goods than specialty/niche stores No single or strong point of view Poor in-store experience
Virtual retailers Department stores, including Target, Macy’s, Kohl’s Family- and teen-oriented stores, including Gap/Old Navy Mass discounters, including Wal-Mart Niche stores, including Express, New York & Co., Banana Republic
9
how the competition stacks up Department Stores
Specialty Stores
The department store industry consists of thousands of stores controlled by a few select companies. Major competitors to jcpenney include Macy’s, Sears, Kohl’s, Wal-Mart, and Target.To advertise in this highly competitive industry, a company must break through the clutter of similar messages, which generally feature concepts of affordability and modern fashion. Some competitors are already separating themselves from this typical advertising campaign. For example, Kohl’s has emphasized that it is recognized by the Environmental Protection Agency for their environmentally friendly practices. Macy’s separates itself through brand recognition. Target has aligned itself with education by awarding $14.9 million to schools across the country. These companies have utilized promotional events and sponsorships to effectively set themselves apart from the competition.
Specialty shops offer targeted products to their consumer. These stores align themselves with promotional sponsorships and tactics in order to reach their marketing goals. For example, Banana Republic has partnered with AMC’s televisions series, Mad Men, for the past two years. New York & Co. partnered with the fashion-focused, award-winning show, Queer Eye for the Straight Guy. This promotion featured the show’s stars going on a five-city tour and visiting various retail locations. In-store commercials featured Queer Eye star, Carson Kressley, telling shoppers about the benefits of following New York & Co. on social media websites. These specialty shops have successfully integrated modern trends into their marketing.
To compete with both sectors, jcpenney must create measurable growth with the Rockteer consumer:
Campaign Objective #1 Expand customer base of women aged 25-34 through multi-platform engagement.
10
Campaign Objective #2 Grow overall sales among current female customers aged 25-34 through updates and new brand experiences.
Campaign Objective #3 Improve brand preference among females ages 25 to 34.
positioning statement for jcp: jcpenney builds the kind of trust, fun, and engagement that women are willing to share with other women. Creative Strategy Trust between friends and family frequently leads to recommendation-influenced purchases. For Rocketeers, wearing styles that define their individuality and showcase their interpretations of “modern and trendy,” is viewed as an outward reflection of their personalities. By transforming the in-store and online shopping experience, jcpenney can become a source of those styles Our campaign centers on the idea that the Rocketeer is a doer and strives to explore all her possibilities in life, both big and small. First, the campaign will ensure that women in this fast-moving, transitional group can see themselves in the message. Next, it’s about bringing a little surprise and a smile to an experience Rocketeers love: shopping. Lastly, it’s about aspiration. The campaign takes a number of approaches, some sweet, some wacky, to ask our busy target: when it comes to style, hey, why not try it? After all, inspiration is everywhere and with fashion, the possibilities are endless.
jcpenney
rocketeers
Has strong retail infrastructure
Loves fashion and are savvy shoppers
Willing to pioneer shopping technology
Share their favorite things with friends
Creates store-specific merchandise through in-house design
Trust brands that live up to their promises
strategy
Create a vision of the jcpenney woman as an aspirational figure. 11
cr
a e
e v ti
The ideas that follow speak to a life of endless possibilities, and they all start with a little red square...
possibilities for
creative
creating characters
aspirational women to drive engagement Inside the jcpenney red square is a colorful cast of characters When we asked members of our target audience who they saw as aspirational, the responses varied greatly, including family members, musicians, poets, actresses and businesswomen. We learned that, for Rocketeers, real aspiration comes from the way their role models live their lives. We believe fashion can showcase this beauty and confidencs. It’s all about pushing the possibilities. Our creative executions feature a cast of unexpected fashion icons that embody the aspirational characteristics our target embraces. Women like soccer superstar Mia Hamm, Grammy-winning musician Ezperanza Spalding, non-profit leader Nancy Brinker and bestselling author Elizabeth Gilbert inspire members of the target audience to find their own passion and to inspire change by sharing that passion with others. Although these women represent diverse backgrounds, life stages and interests, they all inspire our Rocketeers to take advantage of the possibilities in their own lives.
14
television
Rocketeers are more connected now than ever before, but they are still large consumers of television. Women, especially moms, have the television on when getting ready in the morning or going to bed at night. 65.9% of women are likely to gather information from television according to The Web Marketing Association. The Possibilities Campaign makes use of television as a place to begin brand connectivity as the campaign moves across platforms.
:30 Morning Each commercial is set to a different modernized version of the classic song “I Wanna Be Like You” from the Jungle Book. The spots are a
A square graphic appears on the screen and animates open like a box to reveal the scene. Sound: Music Up.
light-hearted way
Mom walks down hallway past her daughter’s room Sound: Jack Johnsonstyle version of “I Wanna Be Like You” begins, sung by a woman.
Daughter (5-6 years old) wakes up and follows her mom down the hall.
Mom drinks coffee in the kitchen, and daughter imitates with her apple juice
Girl follows mom back down hall towards bedrooms
of showing that inspiration is a
jcp.com/whatsyourpossible
two-way street: it’s about being open to the possibilities.
Girl follows mom into bedroom, observes her picking out her outfit, and goes to her room to change.
Mom is about to put on demure black shoes when girl enters bedroom in fun outfit and red shoes.
Mom looks at daughter and gets inspired. She pulls red shoes from a jcpenney bag and then follows daughter out of room
Scene transitions down and closes up into a square. It closes around the scene, then animates down to the size of the square in the jcpenney logo.
Square flips to reveal jcpenney logo and website name jcp.com/ whatsyourpossible
15
television :30 Neighbor
A square graphic appears on the screen and animates open like a box to reveal the scene. Sound: Music Up.
Woman walks out of her front door on her way to work. Sound: Jazzy, fastpaced version of, “I Wanna Be Like You,” sung by a woman.
Little old man neighbor wearing a fedora steps outside his front door, woman sees him and smiles.
Transition to the following day, woman steps outside of her house with a fedora on.
She now sees the same little old man neighbor wearing suspenders. woman smiles.
jcp.com/whatsyourpossible
Transition to next day, woman steps out wearing suspenders and a floral top.
16
Little old man neighbor steps out wearing a “grandpa sweater.”
Transition to next day, woman steps out in a bright dress and a “grandpa sweater.” Little old man neighbor steps out wearing a matching floral vest, they make eye contact and smile.
Scene transitions down and closes up into a square. It closes around the scene, then animates down to the size of the square in the jcpenney logo.
Square flips to reveal jcpenney logo and website name jcp.com/ whatsyourpossible
television :30 Dating
A square graphic appears on the screen and animates open like a box to reveal the scene. Sound: Music up
Man with rocker style goes on a golf date with a preppy woman. She hits an amazing shot at an upscale golf course. Sound: Smooth, ‘alternative’ version of “I Wanna Be Like You.”
Man, in leather jacket and rocker outfit, tries to copy her shot. He swings and misses the ball. The woman smiles at his efforts.
Another date. The couple is at a record store and the rocker is in his element, expertly flipping through records.
The woman, unsure of what to do, looks over at the man, smiles, and tries to follow his lead.
jcp.com/whatsyourpossible
A third date, man rings woman’s doorbell. We see him only from the back wearing a leather jacket and hiding flowers.
Woman is in her bedroom getting ready and pulls out an unknown piece of clothing from a jcpenney bag.
Woman opens door slightly and sees man with his normal rocker leather jacket, now embellished with a preppy bowtie. Woman smiles at the change. Man smiles back when he sees she’s embellished her style with a rocker jacket.
Scene transitions down and closes up into a square. It closes around the scene, then animates down to the size of the square in the jcpenney logo.
Square flips to reveal jcpenney logo and website name jcp.com/ whatsyourpossible
17
partnerships across media unlikely fashionistas, inspiring stories
tv shows
print advertising
Nancy Brinker, the orignial Pink lady. To say I didn’t follow the usu usual path would be an understatemen understatement. I dropped out of high school because I was bored and fell in love w with an instrument that was bigger than I was. I’ve been told that I had the X factor. I didn’t understand what that meant when I started, but now I have ha an idea.
jcp.com/whatsyourpossible
Ezperanza Spalding, best new artist. To say I didn’t follow the usual path would be an understatement. I dropped out of high school because I was bored and fell in love with an instrument that was bigger than I was. I’ve been told that I had the X factor. I didn’t understand what that meant when I started, but now I have an idea.
jcp.com/whatsyourpossible
What’s inside the jcpenney square? Women who challenge the status quo. Our print advertisements feature high-fashion photographs of succesful women who are not typical fashion icons, but embody great style. These women embrace a life of possibilities and the copy draws readers in for a glimpse inside their unusual lives. The ads direct readers to more information through the campaign microsite, jcp.com/whatsyourpossible. Print partners include Nancy Brinker, founder of Susan G. Komen For the Cure, soccer superstar Mia Hamm, Grammy-winning jazz artist Ezperanza Spalding, and best-selling author Elizabeth Gilbert.
18
Sophie and Katherine Kallinis traded in their corporate, high-powered careers to follow their passion for baking in 2008. Pursuing their lifelong dream of owning a bakery, the sisters opened Georgetown Cupcake, a family business featuring their grandmother’s recipes. Through a partnership with the TLC network, Georgetown Cupcake will make a custom square cupcake showpiece for jcp in a nationally televised episode of DC Cupcakes.
Can Sophie and Katherine invent the square cupcakes? Tune in to find out.
brand engagement outdoor, guerrilla and tablet app
MUSEum
The Possibilinator Possibilinator App
to In this dress, I flew and China with hope my returned home with adopted daughter. urpossible jcp.com/whatsyo
The Endless Possibilities application for tablets allows users to
Kiosk changes billboard display.
The Possibilinator is an interactive digital billboard placed in shopping malls in 100 key markets. The billboard allows mall shoppers to change Anne Hathaway’s jcpenney outfit and setting using a kiosk. The result is displayed on a gigantic digital screen suspending over the mall. For example, a user could put Anne Hathaway in a sundress, on a horse, and in outer space! The kiosk also allows the user to post their creation on social media outlets.
The Possibilinator app will personalize the experience of the Possibilinator billboards. The user will begin by uploading a photo of herself. She can then set the scene by choosing her outfit and a background image.The end result is a silly, animated frame with music applicable to the chosen scene. Using social media outlets, the user can easily share her creation with friends and family.
MUSEum is an environmental installation of large glass cubes strategically located within target cities. Each cube will feature a mannequin dressed in jcpenney merchandise. Silkscreened on the side of the cube is a story involving the outfit. The stories and the clothing demonstrate the endless possibilities of what the aspirational women in our lives do with their individual style. Copy: In this dress, I flew to China with hope and returned home with my adopted daughter. jcp.com/whatsyourpossible
19
the possibilities tour promotion and events
the possibilities tour
Coming soon to a city near you. The Possibilities Tour is a traveling competition and event showcasing the lines of five emerging designers. Throughout the cross-country tour, people will vote for their favorite designer using touch screens on the exterior of the truck. Those not close to a stop can engage with the Tour by voting for their favorite designer online at jcp.com/whatsyourpossible or by tracking the truck using the mobile application. We will reveal the winning designer at the end of the tour after tallying all votes. jcpenney stores throughout the country will feature the winner’s line. Actress Anne Hathaway will guide users through the experience by joining the tour as host of the competition. She will make appearances at each of the stops along the way, direct users to exclusive workshops with top editorial stylists, and emcee fashion shows featuring the designs. In addition, event attendees can purchase exclusive, limited-run merchandise on the truck.
Five up-and-coming fashion designers will be given the chance to win a spot for their line in jcp stores.
20
the possibilities tour
24/7 access to what’s happening via mobile and web
Fans of the tour can track appearances and keep up with designers using a smart phone app. Users will see a map that has the current location and route of the truck, making it easy for people to know when the tour is coming to a location nearby. Links to featured merchandise available exclusively online will drive customers to jcp.com.
The campaign microsite, jcp.com/ whatsyourpossible will support the Possibilities Tour by providing tracking information for the truck’s locations, as well as behind the scenes peeks into the tour. Separate pages devoted to each of the five designers that will include bios, photos, and video profiles. A digital lookbook will allow users to view various examples of their pieces and the stories behind the designs. Customers can take a quiz to decide which designer’s style best matches with their own. Lastly, there will be a voting area where visitors can vote on whose line should be featured in jcpenney stores. Links to featured merchandise available exclusively online will drive customers to jcp.com.
Billboards and bus shelters promote the tour, along with radio support in tour markets.
21
taking the store to a new level enhancements to the jcpenney in-store experience
Shopping in the jcpenney store needs to be a special experience for our Rocketeers. Everything about the environment must surprise and delight, both the merchandise and the space. Since jcpenney is currently undergoing a full redo of stores across the country, the timing is right for ideas which advance the store beyond the expected. Advancements and enhancements to jcpenney stores encourage customer loyalty and create a willingness to share what they love with others.
Perfect Styler Talk about customization...select locations will feature this innovative installation which scans the body and develops a custom profile jcpenney shoppers can use to get merchandise recommendations and styling tips.
the square café
Located inside jcpenney, the square café will give shoppers the convenience and elegance of bistro style dining. The design of each café will feature a red color scheme and incorporate squares throughout. the square will serve as a meeting spot for friends or as a retreat during a hectic workday.
22
SmartHooks The dressing room is all about decisionmaking. Many purchases are based not only on style and fit, but also on price and affordability. Our SmartHook technology, developed exclusively for jcpenney, will provide a unique way to facilitate the decisionmaking process. Shoppers can organize clothing by placing hangers on one of three hooks, “yes,” “no,” or “maybe.” A quick scan of the item’s tag allows built-in scanners to calculate and keep track of item totals by displaying costs on the adjacent touch-screen. The prices of all items placed on the “yes” hook will be totaled so the customer knows how much she will spend. Items on the “maybe” hooks will similiarly be displayed as how much she could spend if she were to pruchase those items. By looking at the potential total, shoppers can see the prices of their “yes” and “maybe” items combined. The Smart Hook has the capability of issuing an in-dressing room coupon for “no” and “maybe” items to enhance the decisionmaking process.
yes
maybe
YES ITEMS
Olsen Sandal
no
SALE $79 92
ITEM DESCIPTION
PRICE
Gathered Keyhole Beaded
$90.00 SALE $66.99
MNG by Mango® ʻ ʼ
With “Maybe” ItemsT
$99.90
TOTAL: $146.91 OTAL: $231.89
MAYBE ITEMS SELECT ITEM
PRICE
$80.00 Bisou Bisou® Keyhole TieSALE $59.99 Back Maxi Dress nicole by Nicole $36.00 Miller® Shirred SALE Cardigan $24.99
TOTAL:
$84 98
A Tremendous Opportunity for Data Capture SmartHooks offer a new look at how to capture data on shopper behavior and purchase intent. The ability to monitor and observe how in-dressing room coupons, sales and incentives can affect consumer decisions in the dressing room is an incredible advantage for jcpenney. The consumer has control over the process, and jcpenney has an unprecedented look into on-site decision-making. Movement of items between hooks will be monitored and measured. If an item is moved from the “Yes” hook to either the “Maybe” or “No” hooks, a message will appear that the customer has an exclusive opportunity for a discount upon purchase of the item. To avoid over-incentivizing, SmartHook will systematically deliver this message to a random number of SmartHook users. This technology is not only a huge source of data for jcpenney, but it gives customers instant feedback and convenience as they interact with the store’s merchandise.
23
putting the customer in charge
sweepstakes, in-store giveaways, and community service initiatives
Squared Away
FlipCam Challenge
Square One Garden
paris
squared away
vacation sweepstakes
In keeping with the promotional heritage of the jcpenney brand, the Squared Away vacation sweepstakes will give one lucky jcpenney consumer the opportunity to travel to a luxury resort. After a purchase, jcpenney customers will receive a custom luggage tag with an attached entry form that can be submitted in-store or online. The winner receives a wardrobe makeover and an all-expense paid vacation to Hotel Square in Paris or Hotel Cube in Malaysia. jcpenney encourages the Rockeeter woman to explore the possibilities of exciting new places.
24
In each jcpenney store, a sales associate will choose customers to participate in a FlipCam Challenge. The chosen customers will be given a $100 gift card and FlipCam to record their shopping experience. When finished, the sales associate will upload the footage and give the customer the FlipCam. During a three month period, jcpenney will use this data to learn more about individual stores nationwide and learn how to improve the overall shopping experience.
In an effort to improve the beauty of communities throughout the nation, Square One Gardens will be built by jcpenney employees and community volunteers. The gardens will feature oversized square planter boxes and plantings will be customized based on input from the community. Square One Gardens will be a priority initiative in areas near a jcpenney where revitalization is needed. jcpenney will partner with local educational institutions in each city to ensure that the garden is beautiful for years to come.
enhancements to jcp.com upgrades and new concepts
Modify: When it comes to the online shopping experience, Rocketeers look for ease and simplicity. In order to create a better online experience, we recommend the following changes to jcp.com: • Make the jcp logo larger and more prominent, and Create a wider homepage for more white space between interior page links and graphics.
Add:
• Maintain text alignment vertically and horizontally. By aligning text, the website will be more inviting and aesthetically pleasing. • Create department-specific landing pages. Choose a logo color system to identify departments.
The LookBook Published every season, the LookBook will feature fun collaborations of JCP clothing, accessories and more a digital flip book with descriptions. It shows that there are endless combinations and possibilities of outfits for every occasion and situation.
jcpWatch An option will be available for customers to “watch” an item – similar to what is available on ebay. When the item goes on sale, is low in stock, or is unavailable, customers will be alerted via email or text message. According to a study by SheSpeaks, “women are looking for coupons (68%), online product reviews (61%) and company emails (45%) to help them make purchasing decisions. A feature like jcpWatch embraces this approach to online purchasing.
Develop: The Closet Customized Closet will be an option on the website allowing users to tailor their own store to their fashion wants and needs. Users will be able to share their boutique online, save items in their shopping cart, be alerted about the status of items, and use their body scanner id to further customization.
The Room Builder The Room Builder will allow customers to send in photos of various rooms in their house to receive home makeover suggestions from jcpenney. They can sort results by color combination as well as price and style suggestions.
25
campaign evaluation Customer Engagement
How can we measure success?
To ensure that The Posssibilities Campaign is meeting the needs of jcpenney, we’ll need to measure areas specific to our campaign objectives. We’ve designed methods for measurement throughout the executions.
• • • • •
Television and print ads include links to the campaign microsite. Monitor traffic during the campaign. The Flipcam Challenge will measure first-hand the responses to changes to the in-store experience. Attendance and PR for Square One Garden events will monitor jcpenney’s impact in the community. Measure Possibilinator usage in person and in tablet application. Track store traffic in malls with a Possibilinator before and after installation. Track store traffic and truck purchases in cities on the Possibilites Tour before and after the event. Monitor online and mobile activity around stores along tour route.
Revenue Growth Through Sales • • •
Use of Yes/Maybe/No SmartHooks in dressing rooms allows jcpenney to track consumer preferences and reactions to couponing and special offers. Track sales in-store and online during the run of the campaign. Track sales from jcprewards during the run of the campaign to monitor existing customer spending patterns.
Brand Preference
•
26
Conduct national survey in February of 2013 and compare to brand preference statistics from the survey conducted in the Fall of 2010.
e m
a i d
media plans
Reach and Frequency
Working Woman
This time in a woman’s day provides her the only respite from a non-stop schedule. She maximizes what little free time she has by catching up with friends or having time to herself.
Working hard is a way of life for these women, but that doesn’t mean they don’t multitask on the job. While at the office, women surf the web and listen to Internet radio.
Target using: Television, Magazines, Digital and Social networks
Target using: Internet radio spots, Digital and Newspaper
Some women are single, some have recently married and may be planning for a family or a new home while some already have children. From clothing to decor, it’s the Rocketeers who spend the family’s dollar. Target using: Possibilities Tour and Possibilinator
A visual representation of our $100 million spend.
28
ts io n ot om Pr
ut
d an
% .1 24 tin Pr
O
Ev
-8 V Sp ot
M
ar k
et T
le lC ab na tio Na
en
%
-9 % TV
wo rk T na lN et tio Na
Na
tio
na
lD ig
ita l-
17
V
.9
%
-1
5.
3%
Budget Breakdown
Family
En
Relaxed
-9 % ga gi of ng Ho th m eC e - 5 on Ce .3 sum le % br er -1 M ity P % O obi a ve le rtn ra /Ta er sh ll P b ip ro let Co du - 1 s nt 3% c % tio in ge n -3 nc y - 2 .7% .6 %
By targeting Rocketeers using media associated with specific lifestyle trends, the Possibilities Campaign will deliver creative when the target is receptive to engage with it. National buys will be reinforced by supplementary spot buys in ten markets identified as vital to jcpenney’s brand goals. Because Rocketeers lead hectic lives, our plan integrates media choice across specific media and day parts identified as vital to our lifestyle trends. Estimates, based on average CPMs, indicate that this campaign will generate about 8.5 billion gross impressions.
We designed our media plan to reach 70 percent of the target audience an average of 3.9 times. This total makeover of jcpenney’s brand requires higher-thanaverage reach and frequency numbers to reinforce a new brand message and shift consumer opinion about the brand. We used the Ostrow Model as a guide in establishing effective frequency.
timing and spot markets The Possibilities Campaign will run from February 1, 2012 to January 31, 2013. In addition to a continuous national presence, selected months of flighting in select markets highlight the launch of the fall line in August and September, the Christmas season in November and December and the launch of the spring line in February and March.
Continuous
Flighting
• National network and cable television • Digital • Magazines • Social media
• Promotions and events • Out-of-home executions • Radio
Seattle 316,800 Target Audience 10 jcp stores
Chicago 646,200 Target Audience 8 jcp stores
San Francisco 425,400 Target Audience 10 jcp stores
Los Angeles 1,079,000 Target Audience 20 jcp stores
Phoenix 353,900 Target Audience 11 jcp stores
Dallas 506,600 Target Audience 11 jcp stores
Washington D.C. 432,000 Target Audience 15 jcp stores
New York City 1,330,000 Target Audience 22 jcp stores
Atlanta 453,400 Target Audience 16 jcp stores Huston 438,500 Target Audience 12 jcp stores
29
media timeline National Digital
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Category Family Working Woman Relax
National Network Television
Impressions CPM Spend $17,900,000 1,246,666,667 $14.36 $4,900,000 $6,400,000 $6,600,000
490,000,000 546,666,667 210,000,000
$15,326,055
547,778,443
$27.98 $6.79
National Cable Television Category Family Working Woman Relax
$9,000,000
1,325,790,517
$2,700,000 $0 $6,300,000
407,198,883 0 918,591,634
Spot Market Television
$8,000,000
34,062,605
$234.86
$24,167,069
3,357,875,645
$7.20
$7,101,454 $0 $17,065,615
1,017,400,287 0 2,340,475,358
$9,036,320
1,710,601,646
$6,000,000 $926,520 $1,320,000 $400,000
271,763,812 1,321,306,631 67,567,568
$25,000 $200,000 $164,800
20,000,000 29,963,636
Category Family Working Woman Relax
Promotion and Events Possibilities Tour (Truck) Production Billboards Transit Radio Squared Away Production Orbitz New York Times Engaging the Consumer
$0
Square One Gardens Flip Cams Out of Home MUSEum Possibilinator
$500,000 $350,000 $5,332,000
579,964,426
Production Placement
$82,000 $1,000,000
442,477,876
Production Placement
$250,000 $4,000,000
137,486,550
Celebrity Partnerships
$3,000,000
Mobile/Tablet
$1,000,000
Overall Production Contingency
$3,741,033 $2,647,523
TOTALS (MONTHLY IMP '000)
784,011
813,975
404,960
396,168
404,960
396,168
1,438,634
1,660,068
396,168
729,763
729,763
510,615
$100,000,000
Darker colored months indicate a heavier-than-normal media buy in that medium in that month. All media buys reflect Net Rates.
30
$5.28
8,802,739,949
$9.19
$11.36
media mix National Television • 89% of 25-34 year-olds see a television ad several times per day 1 • According to the jcpenney brief, target audience watches a select number of network shows • Broadcast spots run on ABC, CBS, Fox and NBC • Cable spots run on Lifetime, TLC, Oprah Winfrey Network, HGTV, E!, MTV, Food Network, Bravo, Travel Channel and Style Network Spot Market Television • Run in 10 select markets during promotional months to support event marketing and line launches in fall and spring • According to the Television Bureau, 78% of Americans get news from a local TV station 2 Digital (banner, audio, and video) • Target audience is constantly online looking for information about work, entertainment and children, as reflected by site selection • According to the project brief, target audience is moderate to heavy users of streaming media users (video, music, etc.) • According to Mashable.com, on average, women spend 24.8 hours online per month, while men only spend an average of 22.9 hours.3 • Audio ads run on Pandora.com, Last.fm and Grooveshark.com. • According to Mintel reports, 17% of 25-34 year-olds listen less to non-Internet radio because of the Internet 1 •Banner ads run on Careerbuilder.com, Photobucket. com, Shoplocal.com, Babycenter.com and Facebook. com Video ads run on Youtube.com and Hulu.com
Magazines • Target audience is moderate to heavy magazine users • According to Mintel reports, 30% of 25-35 year-olds see a magazine ad several times per day 5 • In the gossip category, ads run in People, In Touch Weekly and Life & Style Weekly • In the fashion category, ads run in Cosmopolitan, Glamour, Lucky and In Style • In the family category, ads run in Brides, Parents, Parenting and Fit Pregnancy Newspaper • Runs in March to promote the Squared Away Sweepstakes • This two month long run complements the already successful jcpenney FSI campaign • Runs in travel section of New York Times, to hit members of target audience in a relevant frame of mind • According to Mintel reports, 43% of 25-34 year-olds see a newspaper ad several times per day1 Sky Murals in Malls • Using data from Clear Channel Communications, we determined the top 100 malls with a jcpenney store and the most monthly foot traffic • Foot traffic at these malls ranges from 476,452 to 2,304,369 people per year. • Allows visitors to play an interactive game with the brand and see the new items associated with each line launch • Engages customers close to point-of-purchase in an effort to increase store traffic Social Media and Mobile • Women can follow location of the truck, find out about local promotions, get style advice and learn about sales • According to Mashable.com, of the 87 million women active online, 77.6% are engaged with social media • According to Quantcast.com, 45% of Twitter users are between 18-34 and 55% of the total user population is female4
Social Media and Mobile (continued) • According to Quantcast.com, 42% of Facebook users are between 18-34 and 55% of total user population is female 5 • According to Twittown.com, 34% of 25-34 year old women group access social media sites with their mobile device 6 Truck • Consumers can directly engage with jcpenney’s rebranding and store makeover • Exposes people outside of the target audience to the brand creating new brand advocates • Runs during August and September, during launch of fall line Billboards • In 10 select markets to support Possibilities Tour in August and September • According to Mintel, 44% of 25-34 year-olds see a billboard ad several times per day 1 Transit • Runs on buses, subways and in bus stations in the 10 select markets to support the Possibilities Tour in August and September • According to Mintel, 48% of 25-34 year-olds see an outdoor ad several times per day1 Radio • Utilized in our 10 select markets during promotional months to support event marketing and new line launches • According to Mintel, 67% of 25-34 year-olds hear a radio ad several times per day 1
1 "Attitudes Toward Traditional Media Advertising and Promotion - US - September 2010." Mintel Reports (2010): Web. 29 Mar 2011. 2 "TVB - Local News." TVB Website - Welcome. 2011. Web. 29 Mar. 2011. 3 Carter, Jessica Faye. "For Women, Social Media is More Than “Girl Talk”." Mashable (2010): n. pag. Web. 29 Mar 2011. 4 “Twitter.com - Quantcast Audience Profile.” Home | Quantcast. Web. 31 Mar. 2011. <http://www.quantcast.com/twitter.com>. 5 “Facebook.com - Quantcast Audience Profile.” Home | Quantcast. Web. 31 Mar. 2011. <http://www.quantcast.com/facebook.com>. 6 “Women Access Social Networks From Mobile Devices More Than Men.” Twittown | The Apps And Widgets Community. Web. 31 Mar. 2011.
31
we’re the agency for the new jcpenney We believe in the power of inspiration, especially when it comes to fashion. The Junction’s Possibilities Campaign identifies and speaks to the busy young woman who is in the most transitional period of her life–the Rocketeer–and welcomes her focus on trends and individualism. At the same time, it recognizes her need for trust and sharing. jcpenney knows women want to defy the traditional and strive for excellence in their style, careers and family lives. The Possibilites Campaign engages the brand in that conversation. The Junction team has risen to jcpenney’s challenge by creating a comprehensive marketing communication program that inspires women to become advocates for the jcpenney brand through fun, sometimes even overthe-top interactions. In this challenge, both jcpenney the Rocketeers have something vital in common– transformation. So we here at the Junction ask you, “Are you ready for Your Possible?”
32
The Junction Team: Leigh Ahearn Claire Atwell Kelly Bolick Alyse Borkan Nick Brenton Joshua Carter Nicole Cestaro Cody Clifton Alison Coppock Ryan Crawford Chelsea Crites Amanda Dworaczyk Atembe Fonge Tyler Harris Paige Heskamp Ashley Hudson Kara Jenkins Kathryn Jokipii Danna Klein Jarrett Rodrigues Katherine Sawyer Katherine Steen Margot Thayer Anne Garland Winstead Megan Winterhalter
A Special Thanksâ&#x20AC;Ś This campaign could not have been done without the help from our faculty and staff. The Junction team would like to say thank you to Professor Dana McMahan, Dr. Joe Bob Hester and the 279 Advertising/PR Research group, and student film director Sarah Riazati. We would also like to give a special thanks to the American Advertising Federation and jcpenney for providing us with this great opportunity and lasting experience.