2011 JCP Book — University of Oregon by Holly Schnackenberg

R E I N V E N T I NG E V E RY DAY UNIVERSITY OF OREGON UPSTREAM ADVERTISING

CONTENTS

Identity .............. 2 Strategy ............. 3 Audience ........... 4

6 Build In-store changes .......................... 6 Website redesign ......................... 8

10 Connect Television .................................... 10 Print media ............................... 14 iAds ............................................ 15 Microsite .................................... 16 Twitter deals .............................. 17 JCP Rewards .............................. 17 Social media .............................. 18 Mobile application .................... 19

20 Experience Pop-up stores ............................ 20 Flash mobs ................................. 21 JCP ReDiscover ........................... 21 Branded planes ......................... 22 Mall lounges .............................. 23 Branded buses .......................... 23 Sports ......................................... 24 Philanthropy ............................... 25

Media Schedule .. 26 Media Budget .... 28 Conclusion.......... 30 Credits ................ 32 01

JCP IS REINVENTING.

WE’RE TRANSFORMING PERCEPTIONS

AND MOVING FORWARD. WE’RE CHALLENGING THE NOW

AND BELIEVING IN SOMETHING BETTER.

REINVENTING IS AN ACTIVE VERB.

WE DON’T FOLLOW, WE LEAD. BEYOND THE MALL AND THE FLUORESCENT LIGHTS,

WE’RE TAKING WHAT’S BEEN DONE

IDENTITY

AND MAKING SOMETHING NEW.

BECAUSE WE DON’T SETTLE

FOR SECOND PLACE. WE’RE RETHINKING RELATIONSHIPS.

REINVESTING IN WHERE WE ARE

AND WHO WE ARE

EVERY DAY. IT’S THE EXPERIENCE THAT DEFINES US. IT’S NOT ENOUGH TO TELL WHO WE ARE.

WE MUST SHOW IT.

STRATEGY

JCP is Reinventing Everyday. We believe that JCP’s commitment is to reinventing themselves, their store, and their brands every day, but our audience doesn’t necessarily believe this. They need to understand and believe the direction JCP is going. We will illustrate to our audience who JCP is in 2012. Their perception of JCP is in black and white and we will add the color. We will knock down the wall that is preventing our audience from seeing JCP’s true identity, purpose, and commitment. The campaign will unroll in three stages:

BUILD We push JCP. We take things JCP is already doing and push them further. We are not suggesting they change who they are or what they are doing, but rather, we want to help them do it better.

CONNECT We transform perceptions. We help our audience make the connection between JCP and the message. We tell the world, big and powerfully, about JCP’s purpose and commitment. When our audience thinks JCP, they will think Reinventing Everyday.

EXPERIENCE We drive the message home. Our audience is inspired by action. It helps them transition from understanding to believing. The ability to witness what JCP is doing takes Reinventing Everyday from a claim to a commitment. Interaction with the audience gives the brand a personality — a personality that makes the message more genuine. The message no longer just simmers in the audience’s consciousness, it resonates.

Our audience... is between the ages of 24 and 35. These women have their own distinct values, aspirations and attitudes towards a wide variety of products and services.

I love the variety of department stores, but I feel like I have to work to find what I want. Everything is too cluttered.

Anna, 33

is in different stages of life. Levels of personal and professional goals define and differentiate our audience.

is technological.

AUDIENCE

is most likely to live in metro areas in the southern or western United States.

is motivated.

53% of adults age 25-34 have watched a video on YouTube or Hulu in the past week

23.0% are students 29.6% have a college degree

32% donâ&#x20AC;&#x2122;t mind watching short ads before an online video

They are in different career stages:

46.5% 48.4% 22.4% 48.0%

They are the fastest growing demographic on social media networks. They use social media to connect with old friends and family. The internet is their primary source of entertainment.

are employed full-time are white-collar workers work at home said they are happy with their job and career

Their lives are heavily scheduled, so time is valuable.

49% are friends with a company or brand on Facebook 52% watch live TV programming 46% have a DVR 90% have a cell phone 51% of adults 25-34 have a smartphone

20 million There are

women age 25-34 in America

All sources are cited on page 32.

is diverse. 26.1% are Hispanic 15.6% are African

American

percent of all purchases are influenced by women

is redefining motherhood. They like brands that understand and appeal to them or their families with genuine ads.

percent are working mothers

61 percent are married

AUDIENCE

is fashion-conscious. As a whole, they are impulse shoppers who are extremely influenced by branding. The shopping environment and customer service are valued just as much as the merchandise.

56% say they “really enjoy clothes shopping” 62% say they rarely pay full price for clothing

54 percent have children

My mom would take me there when I was little, but now I don’t shop at JCPenney.

Kirsten, 26

sees JCPenney as stale and outdated. After primary research and focus groups, it is apparent that they perceive JCPenney as the same store they visited as a child for back-toschool shopping. Their current perception lies between the Saturday Night Live “Mom Jeans” skit and the reference in Zoolander — “It’s the Cheryl Ladd collection and I got it at JCPenney. On sale!” These aspects lead them to see JCPenney as a part of nostalgic American culture, causing them to believe JCPenney is stuck in the past.

They know JCPenney offers affordable style because they see the discounts in the weekly ads, yet they don’t always shop there. They visit specialty stores like J.Crew and Ann Taylor Loft before they peruse JCPenney’s selection. Why? Because they don’t believe JCPenney offers what they want culturally, or in product selection. This perception is what the campaign must transform — starting by encouraging the use of “JCP” in place of the store’s full name to give a fresh brand image.

percent of our audience wants faster checkout for long lines

For those who have not shopped with us recently, customers will see it as a new day for JCPenney.

BUILD

Myron Ullman JCP chairman & CEO

This is the current disconnect between the private brand space and the unchanged JCP space. JCP must establish a cohesive flow through all departments. 06

percent of our audience wants larger dressing rooms and better lighting in a store

BUILD

In-store changes The 1,108 JCP stores are the stage for reinventing the shopping experience. They need to portray the reinvented soul of the brand. JCP has announced an ambitious national plan to renovate their stores, but we believe JCP needs to push itself further. Through focus groups and immersing ourself in our audience, we believe the overarching goal for a store remodel should enhance customer experience and perception of the brand. Currently, JCP plans to create the feeling of a store-within-a-store, while highlighting private labels with brand-tailored areas. This remodel targets specific customer needs and makes JCP a more attractive destination for brands. However, there cannot be a visual disconnect between the private label spaces and the rest of JCP. It is imperative that these branded areas and JCP spaces enhance the shopping experience equally. In areas outside of private labels, there still needs to be a feeling of a store-within-a-store. We suggest that JCP carefully considers the customers in each distinct section and tailors the design specifically to the people that will be shopping in each section through color and design. Make the children’s section bright, fun and interactive. Get rid of frills in the men’s section, and make it easy to find what they need. Most importantly, make each section feel distinct. Make the customer think: “JCP reinvented this area for me.”

view your cart track your order coupons and offers

men

women

young men

juniors

kids

baby

shoes

accessories

percent of women 25-34 have made a purchase online in the last week

view your cart track your order coupons and offers

men

women

young men

juniors

kids

baby

shoes

accessories

home store

REINVENTING EVERYDAY JCP is working hard to provide you with a more engaging shopping experience, both online and in-store. Learn more about the changes we’re making and tell us how we can help reinvent your everyday.

REINVENTING EVERYDAY FRESH STYLES

HIS AND HERS

Take a peek at the latest spring styles featured in our new spring catalog

Find the perfect date night outfit with coupons and markdowns for for the smart and savvy couple

about JCP investors

BUILD

press room

The sun is out, the grass is green and all JCP outerwear is 30-60% off!

COMPANY careers

JCP is working hard to provide you with a more engaging shopping experience, both online and in-store. Learn more about the changes we’re making and tell us how we can help reinvent your everyday.

SPRING HAS SPRUNG

SHOPPING

SERVICES

view your cart

JCP rewards

track your order

store locator

coupons and offers

customer service

gifts and registries

percent of our audience uses the internet to plan and research sales and styles before their shopping trips view your cart track your order coupons and offers

men

women

young men

juniors

kids

baby

shoes

accessories

home store

FRESH STYLES

HIS AND HERS

Take a peek at the latest spring styles featured in our new spring catalog

Find the perfect date night outfit with coupons and markdowns for for the smart and savvy couple

SPRING HAS SPRUNG The sun is out, the grass is green and all JCP outerwear is 30-60% off!

08 FRESH STYLES

HIS AND HERS

Take a peek at the latest spring styles featured in our

Find the perfect date night outfit with coupons and

SPRING HAS SPRUNG

COMPANY

SHOPPING

SERVICES

about JCP

view your cart

JCP rewards

careers

track your order

store locator

investors

coupons and offers

customer service

press room

gifts and registries

home store

view your cart track your order

BUILD

coupons and offers

men

women

young men

juniors

kids

baby

shoes

accessories

tops and tanks

pants and jeans

activewear

view all

shirts and sweaters

shorts and capris

lingerie and sleepwear

shop by size

jackets and blazers

dresses and skirts

purses and accessories

shop by color

coats

swimwear

shoes

shop by brand

home store

CASHMERE CREWNECK $40.00 Soft, luxurious cashmere with tubular trim, rolled edge at cuffs and hem. Long sleeves. Hits at hip. Import. Available in select stores. SIZE:

QUANTITY:

ADD TO CART

ALTERNATE VIEWS

LOGO REDESIGN JCP must evolve its recently redesigned logo by exercising a diverse color palette. This will give JCP the flexibility to change with the seasons and break away from stale perceptions of the traditional department store. Red is still used to honor JCP’s rich heritage, but utilizing a range of carefully chosen colors will help positively differentiate JCP from its competitors.

ALSO VIEW...

PAIR WITH...

ALSO VIEW...

Liz Claiborne Striped Top with Woven Tiers

St. John’s Bay Patch Pocket Twill Jacket

Worthington 3/4-Sleeve Boatneck Sweater

$27.00

$44.00

$32.00

COMPANY

SHOPPING

SERVICES

about JCP

view your cart

JCP rewards

careers

track your order

store locator

investors

coupons and offers

customer service

press room

gifts and registries

Website redesign To truly showcase the reinvented JCP, we need to remodel its online presence. The website needs to match the functionality of specialty store websites by eliminating clutter and providing users with a clean and easily navigable interface. Product pages will display retail information in a simple and modular layout, allowing users to browse without being bombarded with unwanted information. At the bottom of each page, users will be provided with optimized suggestions for related products based on shopping patterns. Bold in its simplicity, JCP’s website caters to the viewer by prioritizing user experience and including these features: • Simple navigation at the top and bottom of each page meant to guide users to all products and services

• Central and prominent logo placement to emphasize JCP’s renewed brand image • Rotating central images to direct users to crucial content • Links and images optimized to guide users toward suggested products and departments based on shopping patterns and consumer preferences • Space dedicated to corporate endorsements, where sponsors and partners can achieve brand recognition without interrupting user experience • Like JCP’s current site, content will be available in Spanish EVALUATION: With the redesign of the JCP website, we will measure its effectiveness through optional surveys and increased online purchases.

TV is the campaign’s megaphone. Television is the way we saturate our audience with our core idea: JCP is Reinventing Everyday. It is intended to help our audience understand who JCP is in 2012, and to build a foundation for all other tactics. Our television ads will broadly and powerfully communicate Reinventing Everyday, which allows our other tactics to build a deeper connection and understanding with the audience. These are the three levels of reinvention that will air simultaneously throughout the year on Fox, NBC, ABC, ABC Family, Food Network, TBS, and the Discovery Channel:

CONNECT

CONSTANTLY REINVENTING Although the audience’s current perception of JCP is static, JCP has been reinventing itself for the last 109 years and continues to today. The store was founded on the American frontier in Kemmerer, Wyoming in 1902. Between that moment and now, JCP has reinvented itself over and over. We aim to convey to the audience that their perception of JCP isn’t who JCP always has been, is now, or is going to be in the future.

HISTORICALLY ICONIC

SIMPLY EVERYDAY

We show people who inspire JCP with their boldness to reinvent everyday — people like Neil Armstrong, Rosa Parks, and Bill Gates. It would be presumptuous to draw a comparison between their momentous achievements and JCP’s reinvention of retail, instead of making connections between our actions, we are aiming to emphasize our shared beliefs. Our shared vision of the world has led us to strive to work harder and provide more.

Called the Personal Reinvention Series, these ads aim to foster an audience understanding that JCP’s desire is not only to reinvent itself, but to help the audience reinvent themselves as well. The personal part of the commercials fits with the experience portion of the campaign because the audience is seeing JCP out in the real world making reinvention happen for individuals.

RFI iTV Our cable commercials will also feature the newest RFI iTV technology which displays an iTV ad overlay that invites viewers to respond to special offers. Viewers can simply click their remote to request information about sales, free catalogs and coupons by mail. This inventive technology allows JCP to interact with consumers on a national cable footprint. 10

1924

2005

1956

CONNECT

1902

1983

2012

CONSTANTLY EVOLVING Reinvention isn’t new for us. This isn’t a moment or a turning point — this is who we are. One-hundred ten years ago, we emerged from the Rocky Mountains, founded by people who challenged now in pursuit of tomorrow. People that left the lives they knew in the East for uncertainty and possibility in the West. People who defined reinvention. In the last century, Americans haven’t stopped reinventing, and neither have we. We didn’t just appear at shopping malls — we helped create the shopping mall.

We brought stores together for you — to make your everyday better. It’s time to create again. We were founded in the soil of reinvention, we are committed to digging deeper. We believe that the way it is isn’t an acceptable answer for the way it should be; the power of today is its ability to make a better tomorrow. The new year isn’t a chance to reinvent — the new day is. And if you don’t believe us today, you will tomorrow. JCP. Reinventing Everyday.

CONNECT

NEIL ARMSTRONG

ROSA PARKS

BILL GATES

HISTORICALLY ICONIC

We aren’t taking one small step for man, or one giant leap for man kind. We aren’t breaking down society’s barriers or building a machine that will change the world. But we are inspired by the people who did. Inspired to ask questions. To demand something better. Is the way it is, the way it has to be?

We think not. A store can provide more than clothes — It can understand what you need. A child can have fun. A woman can feel beautiful. And a mom can feel at ease. For us it’s a commitment, a promise. JCP. Reinventing Everyday.

CONNECT

SIMPLY EVERYDAY As part of the Personal Reinvention series, customers will submit proposals about how JCP can reinvent things in their lives. Proposals ranging from humorous to heart wrenching will be selected and brought to fruition. The customer reinvention will be documented and used to make 30 to 60-second TV spots. A large number of these ads will be made, and each one will run only a few times. We want our audience to see JCP repeatedly reinventing peoplesâ&#x20AC;&#x2122; lives to increase the likelihood that they will connect with what they see. The full-length versions will be available on reinventingeveryday.com and YouTube.

CONNECT

Our audience members are heavy magazine readers — 24 percent above average

REINVENTING YOUR STYLE AD

This style of ad highlights the newest brands and styles JCP has to offer. The ad is comprised of three consecutive magazine pages that shake up the typical magazine spread. The last page shows a woman in JCP clothes, happy and spirited. The two preceding pages show the same woman with the area around her face cut out, allowing the reader to turn the page and change the outfit of the woman while still seeing the same face. The single face binds the three pages together as one ad for the reader. The above series is only one example of how this non-traditional format can be implemented to reflect our message of reinvention.

While this style of ad represents an opportunity for JCP to reinvent the traditional print ad, it is also a chance to encourage consumers to reinvent their own wardrobes. In each set of corresponding ads, the model will reimagine a classic wardrobe staple — in the above case, the little black dress — by pairing it with different shoes and accessories from JCP. This way, JCP can show a range of products while enabling viewers to express individuality and unique style. The model will change style, age and gender based on which magazine it is printed in. The clothes will also change based on the season to showcase the latest styles at JCP.

Our audience members, ranging from brides and fashionistas to stay-at-home moms and career women, are highly interested in magazines. Based on these different life stages, we will place ads in magazines that have strong circulation among high-fashion oriented readers like Glamour, Cosmo, Real Simple, and Brides. In order to ensure a wide reach for JCP, we will incorporate two different sets of print ads to target audience members who are heavily invested in fashion as well as those going through major life transitions. With iAds, we will introduce users to the reinvented JCP brand and show them that shopping can be even better with JCP. Users can learn about, experience, and download our app immediately without leaving their current screen. This allows us to reach our audience with unmatched impact and precision. EVALUATION: We will post-test the ads to see if they emotionally resonated with our audience. Measurement of effectiveness for iAds will be based on reaching a determined viewership goal.

IMAGINE AD This ad corresponds with JCPâ&#x20AC;&#x2122;s bold steps and connects emotionally with our audience. This typographic ad evokes imagery of how readers can reinvent themselves everyday. This ad is intended for magazines such as Parents and Brides for women who are transitioning to new stages in their lives.

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percent of our audience has seen a magazine ad in the last week

CONNECT

Campaign microsite

TALK TO US How can we help reinvent your everyday?

CHANGE IS GOOD Explore the newest brands and latest changes happening at JCP

BOOK YOUR FLIGHT JCP and JetBlue are teaming up to reinvent transportation

REINVENTING EVERYDAY Change is good and JCP makes it better. We are committed to transforming perceptions, fostering creativity and challenging the norm. Take a look around to find out how.

The microsite, reinventingeveryday.com, will be the hub of the campaign. The URL will be featured on every campaign touch point. The site will feature an interactive map that will track the pop-up store tour. Videos and images on the site will feature our television spots, showcase the transformation of the JCP sponsored planes and buses, and take a glimpse at the in-store changes. The microsite easily links users to the JCP website for a holistic JCP shopping experience. This will also be the home of the Personal Reinvention Series. Here customers can submit their ideas, view other submissions from Facebook or Twitter, and see the winners. EVALUATION: JCP’s web presence will be measured through social media responses, ComScore and other analytics.

ABOUT | PRESS ROOM | JCPENNEY.COM

percent of our audience has clicked on an ad on a social networking site in the past month

percent of our audience has heavy exposure to Internet — more than 3 hours a day

percent of adults 25-34 have entered a sweepstakes from a company/brand to win prizes in the last week

percent of our demographic prefers loyalty discounts for repeat customers

Twitter deals The Twitter page and microsite will feature interactive retweeting discounts where consumers can tweet an item to lower the price. Each week, items will be posted on the mircosite and tweeted out, stating the amount each item will decrease with each retweet. When the retweet count is met, the sale is S availableD Efor A Leveryone.

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JCP already has a rewards program, but we need to increase the rewards to reinvent our customers’ department store experience and maintain loyalty and trust. The new program will differ from JCP’s current rewards program by rewarding customers every time they make a purchase, no matter how small. This will propel JCP ahead of competitors, encourage more frequent visits, and create new ways for customers to experience the department store. EVALUATION: Measurement will be made by monitoring the use of JCP Rewards.

home

CONNECT

Social media JCP’s Facebook fan page and Twitter account will be utilized to drive all promotions. The pages will be updated to match the design of JCP’s new website and in-store changes. Tweets and status updates will leak locations of flash mobs, send discounts to followers and fans, promote the pop-up store tour and connect those not in Dallas with the JCP ReDiscover Benefit Concert (see page 21). JCP’s Facebook store will allow users to stop and share outfits with selected friends, evolving Facebook into a more intimate and interactive shopping experience. We will stimulate conversation and participation in our personal reinvention series through social media. Customers are encouraged to submit their own ideas about how they wish to reinvent their everyday. Entries can be submitted through Facebook, on Twitter and through the microsite. EVALUATION: We will utilize Klout to monitor the effectiveness of our tweets and Real Analytics for Facebook, as well as increased purchases through our Twitter deals and discussions on our Facebook page.

percent of our audience has visited the profile of a company or brand in the last month

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percent of our audience members have social network profiles

percent of our audience members have downloaded an app on their smartphone in the last month

percent of our audience members with smartphones have browsed the Internet on their phone in the last 30 days

CONNECT

percent of women 25-34 compare prices on their smartphone while shopping

Mobile app The current JCP application needs an updated interface to match the Reinventing Everyday campaign. The new app will incorporate features such as an interactive Look Book in addition to the features of the current app. The Look Book lets users easily shop for different JCP styles and build outfits for any occasion by mixing and matching pieces of clothing. Users can upload an outfit to their Facebook profiles to connect our social media platforms and mobile campaigns in one place. Seasonal deals will be offered on the app, along with daily deals and other coupons to let customers know about JCPâ&#x20AC;&#x2122;s latest sales.

EXPERIENCE

percent of our audience has visited a bar or nightclubs in the past four weeks

percent of our audience has watched the Discovery Channel in the past week

Pop-up stores Pop-up stores realize JCP’s vision of a reinvented shopping experience by providing a unique brand interaction. Four pop-up stores will tour the country, visiting 33 cities over a five-month period. Each tour will stay two weeks in each city and spend four weeks on set up, take down and travel time. The locations were chosen based on the largest populated areas and their concentration of women in our audience. In each city, a highly populated area with high foot traffic will be chosen to erect the pop-up store. A single store is a 3,848 square foot dome (70’ x 35’) full of selected men and women’s clothing for pedestrians to purchase. 20

The pop-up store tours will simultaneous start in Los Angeles, San Francisco, Miami, and New York and conclude at a benefit concert in Dallas, TX, near the JCP headquarters. Each tour will have a branded bus and cargo hauler, ten paid workers, and drivers who will all function as marketing representatives, store employees, and labor crews for the domes. We have a detailed and budgeted PR plan to promote the pop-up stores when they are in each city. EVALUATION: Pop-up store success will be measures through employee reports of attendance, amount of apparel sold, event atmosphere, and social media conversation.

EXPERIENCE

Seattle, W A Portland,

Flash mobs Along the tour, we will feature spontaneous flash mobs at bars and clubs in every city. These surprise fashion shows will feature models wearing JCP clothing. The models will interact with the customers, distributing time-specific discount coupons, offering food and drink specials, and handing out iPad 2s to trivia winners.

Spokane,

OR Missoula,

Boise, ID

Minneapo

lis, MN

San Franc

isco, CA

Salt Lake City, UT

Omaha, NE

Denver, CO

Las Vegas, NV Los Ange

Kansas City, MO

les, CA

San Diego, CA Phoenix, AZ

St. Louis , MO

New York, NY

Pittsburgh

, PA

Indianapo lis, IN

Washingto n, D.C.

Oklahom a City, OK

Alburqur qu

e, NM

Memphis

, TN

DALLAS, TX

JCP ReDiscover Benefit Concert

Boston, M A

Detroit, MI

Chicago , IL

Austin, TX

Nashville, TN

Charlott e, NC Atlanta, GA

New Orlea ns

, LA

Miami, FL

The tour will conclude in Dallas, TX, with the JCP ReDiscover Benefit Concert. This event will be a massive JCP sponsored all-day concert with broadcasting and partnership support from The Discovery Channel. The ReDiscover event will take place at the Dallas Cowboy Stadium with headlining artists. We will sell up to 100,000 all-day event passes that will be promoted and sold throughout the tour. The four pop-up stores will surround the stadium, along with food and beverage vendors, and side stages for smaller bands. The broadcast will feature segments on the ongoing JCP reinvention process. All profits from the event will benefit education charities. EVALUATION: Concert success will be measured through the number of tickets purchased, social media interaction and funds raised for our educational charities. 21

percent of our audience

EXPERIENCE

has noticed ads on public transportation in the last week

EVALUATION: Effectiveness of the JCP transportation changes will be measured by social media reactions and optional surveys available on planes and buses.

Branded planes

Domestic plane flights, like department stores, are stuck around a pre-defined model. JCP wants to reinvent more than just the shopping experience, that is why they will be partnering with JetBlue to enhance the travel experience. The JetBlue brand is focused on bringing humanity back to air travel and raising the bar for the in-flight experience. With this common strategy in mind, both brands will benefit from each otherâ&#x20AC;&#x2122;s messages of reinventing. JetBlue has had previous corporate partnerships and demonstrated a willingness to feature other brands on their planes. We plan to use JCP branded planes to create a powerful connection between reinventing the experience and JCP. The planes will all be repainted with JCP logos and campaign tag lines. The interior of the planes will

also be branded and enhanced to increase the overall comfort, atmosphere, and experience beyond what JetBlue already provides. One each JCP plane, the number of seats in each row will be reduced from three to two to allow for more space and comfort. During the in-flight experience, our audience will be able to interact with JCP through in-flight ads on the entertainment monitors, as well as iPad 2 catalogues and magazines in seat backs. During these plane flights, customers will have a universal 50% price reduction on all online purchases made from JCP.com while in flight. There will also be giveaways including in-store discounts, commodities such as JCP pillows, blankets, and earphones, and a chance to win an all-expenses-paid trip to the JCP ReDiscover Benefit Concert during each flight.

During the three months with the highest shopping traffic, JCP will place branded lounges inside 250 shopping malls where our stores are located. The lounges will say “JCP: Reinventing Everyday” to remind our audience of the progression of JCP styles and in-store experiences. Aside from allowing for our customers to experience our reinvention outside of the store, we are providing a comfortable spot for shoppers to relax within the mall. The products used in the lounge will entice passersby to check out the store itself and see JCP’s in-store transformation. EVALUATION: The success of mall lounges will be measured through increased daily foot traffic in stores and social media interaction and discussion.

EXPERIENCE

Mall lounges

percent of our audience has taken a round trip domestic flight in the last year

plane trips are taken per year by our audience for business and pleasure

Branded buses

Similar to the JetBlue planes, we will reinvent the way our audience travels through the city by improving the public transportation experience. JCP will be redesigning the interior of city buses, making the bus more comfortable, enjoyable and fun. Each JCP bus will also feature a bus wrap displaying the JCP logo. We will be redesigning 100 buses in 30 cities. Each city will have multiple JCP buses, dependent on the population of each given city. It’s about reaching into customers’ everyday lives and providing reinvention.

EXPERIENCE

Sports promotions

Our audience is not expecting to be targeted at sporting events, yet nearly half of all attendees at National Football League and Major League Baseball games are women. By being one of the few brands to reach out to our audience at sporting events, the message of reinvention is enhanced. At every NFL game in 2012, we will reinvent the game day experience for a “nose bleed section.” JCP will reinvent fans’ experience by sponsoring one of the less desirable sections. Each fan will receive a variety of complimentary items, including team-specific JCP t-shirts and gift cards, plus free drinks and food. The section, decorated with JCP signage and seat cushions, will be celebrated during every game on the stadium video screens to inform all attendees that JCP is reinventing the viewing experience for a “nose bleed” section. JCP will sponsor league-wide “ladies’ nights” on two Saturdays throughout the season. All MLB teams play on Saturdays and these are the highest attended games. Every stadium will be fully branded with JCP signage. The games will function partially as “ladies nights,” featuring one free drink for all women in attendance. All women are automatically entered into giveaways that take place throughout each game. Winners will be given JCP swag and gift cards. EVALUATION: The success of sports promotions will be measured through successfully strategic distribution of giveaway items, overall atmosphere of the events, increased unique sporting purchases, social media reactions and exit surveys.

percent of our audience follows the NFL

percent of our audience follows the MLB

percent more women watch the Superbowl than the Academy Awards

PENNEY DAYS

LUNCHBOX.ORG

Once every fiscal quarter, one penny of every dollar of merchandise sold will be donated by each JCP store to a local charity. These four days will happen on a national level, but will show JCP locally supporting the community. Local JCP managers will be responsible for choosing which charitable organization to donate to.

Mothers in our audience care about their child’s nutrition. JCP will support a reinvented school lunch program founded by Chef Ann Cooper. School lunches are the only meal that can be guaranteed for every child. The Lunchbox is a non-profit dedicated to improving students’ health by providing school lunches with a balanced nutrition.

REDU AND DONORSCHOOSE.ORG

GLOBAL CAMPAIGN FOR EDUCATION

REDU is an online forum that unites voices dedicated to rethinking education. DonorsChoose.org supports schools by providing a platform to sponsor projects that improve learning environments. From providing supplies to playground equipment, DonorsChoose.org aims to satisfy the needs of children in the US.

The JCP education charities are intended to help reinvent educational possibilities, but reinventing education extends beyond the United States. Since Global Campaign for Education started in 1999, 40 million more children have been able to access school. Every child deserves a quality education, no matter where they live in the world.

percent of our audience believes in supporting causes when they shop

EXPERIENCE

Giving for education

percent of Americans are willing to switch to a brand associated with a good cause

EDUCATION CHARITIES: Education is dear to our audience’s heart — 54 percent have children. Supporting education demonstrates JCP’s commitment to Reinventing Everyday. Education is the springboard for any reinvention. JCP will buy ad time for all charities and brand them with logo and tag line.

EVALUATION: We will utilize Tools and Resources for Assessing Social Impact (TRASI) and monitor social media interaction and evaluate the amount raised for each charity.

MEDIA SCHEDULE

FEBRUARY 1

MARCH 4

APRIL 9

MAY

JUNE

JULY

10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26

EXPERIENCE Flash mobs JCP ReDiscover Mall lounges Microsite JCP App NFL MLB Branded plane Transit wraps Penney Days School lunches REDU project

CONNECT National TV Cable TV RFI iTV ads Brides Cosmo Glamour US Weekly Parents Real Simple iAds Twitter deals Facebook.com TV websites Magazine websites Hulu.com Pandora.com

EVENTS

OUT-OF-HOME

INTERNET

TELEVISION

SEPTEMBER

OCTOBER

NOVEMBER

DECEMBER

JANUARY

27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 EXPERIENCE Flash mobs JCP ReDiscover Mall lounges Microsite JCP App NFL MLB Branded plane Transit wraps Penney Days School lunches REDU project

CONNECT National TV Cable TV RFI iTV ads Brides Cosmo Glamour US Weekly Parents Real Simple iAds Twitter deals Facebook.com TV websites Magazine websites Hulu.com Pandora.com

MEDIA SCHEDULE

AUGUST

MEDIA BUDGET

CONNECT Commercial video ................................ $50,100,000 Network TV...................................................... $24,700,000 Cable TV ........................................................... $15,300,000 RFI iTV ads ......................................................... $4,500,000 TV production .................................................... $1,800,000 TV station websites ........................................... $1,200,000 Hulu.com............................................................. $1,400,000 Pandora.com ...................................................... $1,200,000 Print media ........................................... $20,620,000 Production ............................................................. $480,000 Magazines ........................................................ $19,720,000 Magazine website banner ads ........................... $420,000 Web Presence ......................................... $1,325,000 iAds ...................................................................... $1,000,000 App update .............................................................. $25,000 JCP.com update ......................................................$120,000 Microsite development ........................................ $180,000 Twitter .................................................................................. $0 Facebook ............................................................................. $0

EXPERIENCE Branded Plane ........................................ $4,500,000 JetBlue partnership ............................................ $1,500,000 Outside plane design ........................................... $700,000 Interior plane remodel ......................................... $400,000 Blankets/pillows/extras ......................................... $323,000 In-flight ads ........................................................... $800,000 In-flight iPad 2 catalogs ...................................... $600,000 In-flight giveaways ................................................ $176,500

Sports Promotions .................................... $4,800,000 NFL sponsored sections ........................................ $2,560,000 NFL food and drink coupons .................................. $440,000 MLB “ladies’ nights”.............................................. $1,800,000 Mall Presence ............................................. $1,800,000 JCP lounges ............................................................ $1,400,000 JCP signage .................................................................$400,000 Interactive Outdoor ................................. $10,198,000 Pop-up store tour ...................................... $4,019,000 Domes ........................................................................ $895,000 Outdoor PR ................................................................ $768,000 Setup costs ................................................................ $490,000 Labor ........................................................................... $534,000 Travel expenses ....................................................... $1,332,000 Flash mobs .................................................... $979,000 Drink specials ............................................................. $712,000 Models ............................................................................ $8,000 iPad 2 giveaway ...................................................... $255,000 Coupons ......................................................................... $4,000 Public transit wraps .................................. $2,000,000 Outside design ....................................................... $1,500,000 Interior remodel ........................................................ $500,000 JCP ReDiscover Benefit Concert ............... $3,200,000 Discovery Channel/advertising ........................... $1,000,000 Philanthropy .............................................. $6,675,000 REDU partnership .................................................. $1,992,000 Global Campaign for Education .......................... $1,992,000 School lunches ....................................................... $1,673,000 Penney days ............................................................ $1,000,000

TOTAL BUDGET: $100 million

MEDIA BUDGET

Sports promotions $4.8 million

Web presence $1.325 million

Philanthropy $6.657 million Mall presence $1.8 million Branded plane $4.5 million Interactive outdoor $10.198 million

$100

Commercial video $50.1 million

million

Print media $20.62 million

EVENTS

OUT-OF-HOME

INTERNET

TELEVISION

CONCLUSION

This isn’t the end. This is not a spring or back-to-school campaign. It is more than a campaign, it is a commitment — a movement. Reinventing Everyday is a constant progression that sustains JCP beyond the fiscal year. This is an opportunity to redefine who JCP is. As our audience interacts with JCP throughout the campaign, their stale perceptions will change and JCP will earn their loyalty. We will not alienate existing customers because reinvention is an idea that transcends generations. A better shopping experience — one that is more personal, interactive and fun — is something every customer wants. No department store has ever been this bold. By focusing on more than retail and revealing the true soul of JCP, we create an emotional connection with our audience. But it doesn’t end there. JCP can’t shy away from this commitment in the days, months and years to follow. JCP must constantly challenge what they provide customers and embrace Reinventing Everyday.

CONCLUSION

JCP IS REINVENTED.

WE’VE TRANSFORMED PERCEPTIONS

AND EXPOSED A NEW PLAN.

TAKEN A STAND

AND MADE EVERY DAY MATTER. WE’VE PULLED BACK THE CURTAIN

AND DELIVERED AN EXPERIENCE.

TOLD IT LIKE IT IS

AND SHOWN HOW IT SHOULD BE.

WE’VE CHALLENGED THE NOW

AND EMBRACED A COMMITMENT.

TOMORROW WILL BE

BETTER THAN TODAY.

THIS IS WHO WE ARE. JCP. REINVENTING EVERYDAY.

THE UNIVERSITY OF OREGON JULIE BASQUE

STEPHANIE CRIM

RACHELLE DIGREGORIO

DAVE KORANDA

MELISSA MEIER

TORI MISSELL

HOLLY MURPHY ART DIRECTOR

CREATIVE DIRECTOR

SCOTT ROUSSEAU

HOLLY SCHNACKENBERG

CARSON YORK

KELSEY TOWBIS

CAM GIBLIN

MEDIA PLANNER

CREDITS

FACULTY ADVISOR

MEDIA DIRECTOR

CONTENT DIRECTOR

CREATIVE DIRECTOR

MEDIA PLANNER

STRATEGY DIRECTOR

ACCOUNT PLANNER

NICOLE HYSLOP

PUBLIC RELATIONS DIRECTOR

EMILY PAPP

ART DIRECTOR

Sources:

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