WHAT TO DO AFTER YOU SAY
I DO! PG.14
TAKE THE
DIGITAL DIVA QUIZ! pg.8
Get a sneak peek into the HOTTEST MUST-HAVES
TABLEOFCONTENTS
1 2 3 4 5 6 7 8 10 12 13 14 15 16 18 19 20 21 22 23 24 25 26 27 28 30 32
Executive Summary Industry Overview JCP Overview Retail Rivalry Professional Insight Primary Research Listening Survey Digital Divas TM Segmentation Campaign Strategy Big Idea Campaign Kick-Off Banner Ad Campaign Website TV/Hulu Spot # 1 Interactive Print Ad/Direct Mail/Email Blast UStyle/Fashion Promotion TV/Hulu Spot # 2 Interactive Print ad/Direct Mail/Email Blast UStyle/Home Promotion Seasonal Excitement UC.A.R.E. Promotions In-Store Improvements App Enhancements Media/Promotions Overview Media/Promotions Calendar & Budget Evaluation/Metrix
Dear Reader, Welcome to the commemorative edition of “How do you JCP?” The one-stop tell-all for the best way for JCPenney to increase market share among females 25-34 years old.
RESEARCH
A publication like this doesn’t just happen overnight. Our staff has spent the last six months conducting in-depth secondary and primary research to understand the retail industry, the target market and the latest applications for new and social media – all with a view to connect our audience with the JCP brand on a deeper and more profitable level.
TARGET MARKET
When it comes to women 25-34 years of age, one size definitely does not fit all. So we segmented these Digital Divas according to both demographic and psychographic descriptors. The Granola Girls, Career Connectors, Newly Nesters, Modern Mommies, and Loyal Latinas are the lifestyle segments that allow us to connect with and engage our audience on a relevant and meaningful level.
CREATIVE
Our ultimate goal is to sell more fashion to more people more often throughout their lives. But with today’s product parity and department store dilemmas, we knew we had to start with a serious top-of-mind makeover. That’s why our campaign emphasizes an intentional perception change that leads to purchase behavior. It all starts with the engaging question, “How do you JCP?” This creative theme literally turns the JCP brand into a verb; an active, engaging part of the Digital Divas’ lives. They’re asked to participate, to rate, to “like” and to create. They’re invited to style, to give, to win, and, of course, to shop. Take it from us, when you ask these women a question, you’re going to get them talking. And that’s exactly what our media plan is designed to leverage.
MEDIA
Strategic, social and synergistic. That pretty much describes our media concept. Sure, we’ll be using traditional media to establish large audience reach, but it’s the interactive component that gives our Divas the platform to become JCP brand ambassadors. They won’t just watch a :30 TV spot, they’ll be invited to join the design challenge. They won’t just click on a banner ad, they’ll download their favorite Sara Barielles tune while opting into mobile promotions. And since we all know our Divas love their magazines (whether in print or iPad format), we’ll be taking their print ads to new levels of interactivity with QR codes and augmented reality.
PR & PROMOTIONS
If that’s not enough to talk about, we kick the whole campaign off by partnering with TLC’s hit show, Four Weddings, an interactive Times Square billboard and the proposal-themed promotion “How do you say ‘I do’?” And when it comes to promotions, nothing says “time to shop” like a little consumer-generated couponing. All media executions and sales promotions will leverage the power of crowd sourcing to help determine the items that receive the deepest discounts. There’s lots more we’d like to tell you, but we’d rather you experience it for yourself – just like our Digital Divas will when they answer the question, “How do you JCP?” Fashionably Yours,
theBUSINESSofBUSINESS By anyone’s standards the retail industry is big business, racking upwards of $17.76 billion in sales every year. But what impact has the fledging economy had on consumer buying behavior? Are online retailers threatening the brick and mortar shops? Our staffers examined how these and other issues could impact the retail outlook for department stores like JCP. See if the thumbs up outweighs the thumbs down. Consumers are still weary of the economy but are spending more money. According to the Commerce Department, the US economy has grown for the sixth consecutive quarter. Departments stores associated with malls are losing interest with the consumer because of congested mall foot traffic and parking.
Consumers are more conscious of value. They still want quality items but at discount prices. (Good thing JCP offers both. Our staff unanimously agreed on the thumbs up.)
Online retailing is very popular because it offers the consumer a wider selection, more convenience and a way to customize and interact with content. According to Ogilvy & Mather, 22% of women shop online at least once a day.
The in-store experience is going digital with interactive kiosks, virtual dressing rooms and counter-level iPads. (As usual, JCP is ahead of the curve on this. In 2010, they were the first retail store to introduce QR codes. Thumbs up again.)
Retailers are using social media sites to inform, persuade and communicate with their consumers. There are over 900 million groups, pages and events on Facebook alone! (Our online trackers gave high marks to JCP’s use of social media for both customer service and consumer engagement.)
S.W.O.T. Analysis STRENGTHS
Consumers like giving back to their community and place importance on environmentally friendly businesses. 50% of women like being “green” and 37% choose businesses based on their environmental efforts. (Again, JCP’s C.A.R.E.S programs and environmental initiatives position them to take advantage of this trend.) According to market research agency, I.D.C., consumers spent $127 billion in holiday shopping using their smart phones. It’s called social shopping, and it’s being used by savvy retailers to narrow the gap between online offerings and the in-store sales.
WEAKNESSES
-“It’s All Inside”- from fashion to furniture
-Dated perception
-Well-known brand name
-Lacks consumer preference
-Quality products/Compelling prices
-Constant deep discounts (Creates customer apathy)
-Engaging digital environment
-Mall location
-Designer brands
-Store clutter
-Eco-friendly
-Difficulty identifying employees
-Gift registry
-Generic advertising
-Golden Rule corporate culture
-Cleanliness of dressing rooms and bathrooms
-Celebrity endorsements
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Big box stores such as Walmart and Target are competing with higher end department stores with low pricing strategies.
How do you JCP?
-In-store layout (Aisles don’t accommodate strollers)
JCPenney, from a Golden Start to a Green Initiative The Early Years
James Cash Penney opened the first JCPenney store, originally called “The Golden Rule,” in the muddy streets of Kemmerer, Wyoming in 1902. By 1917, JCP became a legitimate retail chain, opening 175 stores and expanding into 22 states. The next seven years would see explosive growth as JCP celebrated their 500th store opening in 1924. In fact, future rival Sam Walton found his knack for the retail industry while working at JCP in 1940.
A Tradition of Innovation
JCP has made a tradition out of being first. They were the first department store to put their entire catalog online in 1994. In 2005, jcp.com was the first click and mortar website to surpass $1 billion in online sales. Since then, JCP has opened over 100 new stores, added several new product lines and won multiple Energy Star awards for their environmental initiatives.
Looking Forward
JCP is currently in a long-range plan of industry leadership. This January, they assembled an aggressive new leadership team, closed their outlets and under-performing stores, and announced innovative online-only offerings. JCP dominated its competition last quarter with a staggering 9.2% November surge in same-store sales and continued to grow with a 6.4% sales increase in February 2011. As the economy continues to heat up, JCP is well positioned to keep their golden luster as shoppers drop more of their green at the store where “Everyday Matters.”
OPPORTUNITIES
THREATS
-Environmental Movement
-In-mall competition
-Integrate existing philanthropies
-Department stores
-Celebrity endorsements
-Specialty stores
-Fashion-forward designer brands
-Big box stores
-Economy on the upswing
-Online retailing
-New technology:
-Custom manufacturing
-smart phones
-Product parity
-social media
-Trendy strip malls
-apps
-Mobile comparison shopping
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RetailRivalry Magazines & Media
Not long ago, magazines only recommended the fashions, but now they’re selling them too. InStyle and other trend-watch publications now sell featured designs via their branded websites. This trend is only expected to grow. As broadband technology promises more interactive television, your next shopping spree may be as familiar as your favorite TV show and as close as your living room couch.
Specialty Stores
These successful shops offer trend-right, relevant styles at comparative prices. They are able to build brands around one point-of-view and offer their products to niche markets.
Department Stores Big Box Stores
These heavy hitters provide a onestop shopping experience for many consumers and pose a serious threat to JCP. They enjoy top-of-mind awareness with 96% of people reconizing their logos. Although they aren’t seen as offering the best quality, their prices and convenience can’t be matched.
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How do you JCP?
Online Retailing
With limited overhead and aggressive online marketing strategies, these e-commerce sites are legitimate competitors. They are easy to access, literally a click away, and ready to take our retail dollars.
They thrive on their ability to offer name brands at low prices. Quality is pushed with well-known brands such as Vera Wang. They know what they’re doing and they do it well. Macy’s and Kohl’s are JCP’s closest competition in this category.
In the fast-moving world of advertising and promotions, news gets old fast. We knew we needed to go straight to the source for leading-edge industry information, so our team hit the conference circuit to get up-close and personal with some of the leading thinkers and creators in the field.
from sex in advertising to social media strategy, industry professionals tell all
THIS IS WHAT WE LEARNED...
Whitney Eichinger
Senior Manager of Communications, Southwest Airlines “Our biggest fans are women, 25 to 35-years-old. If you keep them happy and engaged, they will be your online brand ambassadors.”
Chris Pitre
John Arrow
Social Marketing Strategist, IDEA “Every brand needs a social media strategy. Not as an afterthought – but as an integrated part of their communication campaign.”
CEO Mutual Mobile “Mobile is an advertising vehicle like no other. It’s not a billboard. It’s not direct mail. It’s an opportunity to engage your audience in relevant ways, from the point of contact through to the sale.”
Luis Patino VP/General Manager, Univision “There is no average american anymore. We are a multicultural nation . . . In Texas and California the growth engine is coming from the Hispanic market. You can’t ignore that.”
Andy Sernovitz
Author, “Word of Mouth Marketing: How Smart Companies Get People Talking.” “Your brand isn’t what you say it is. It’s what other people say it is . . . You’ve got to give reasons for your people to talk about your brand – and make it easy for them to do it.”
Dr. Jean Kilbourne
International film maker and expert in women in advertising research “You really have to capture their attention in the first few moments of advertising. They don’t like to be forced to like something.”
Brittany Sarrett
Creative, The Richards Group Brittany showed us how her creative team stays true to the brand by getting under the skin, and in this case, under the garment of the target market.
Ric Shirmer
President & CEO, DBA West Besides being a really cool West Coast creative type, Ric is one of the leading social media channel mappers. He showed us how to find our audience, engage them and issue a call-to-action, all through the new media platforms that they frequent the most.
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What Women Want... MOS Interviews (Brand Perception) Unscripted and unbiased, that’s the kind of responses we got when we asked female shoppers what they thought about the JCP brand. “They’ve got good quality and great bargains” “I think of my grandmother. That’s where she shops.” “I won’t buy anything full price from JCPenney. It will be on sale next week anyway.” “I like to shop at JCPenney. I like everything about it.”
Observational studies (Shopping Behavior) Our fearless staffers went undercover to document general shopping behavior inside several JCP stores. It became evident that many consumers used JCP as a pass through to the mall, never really stopping to browse the merchandise. (Change this!) However, others were drawn to JCP specifically to spend their gift registry money. (Leverage this!)
Focus groups (Brand Perception) In seven separate focus groups, the same message came back loud and clear. JCP brand perception must be improved. Several groups were asked to select the outfits they liked the best. After learning their selections came from JCP, many changed their minds.
In-Depth Interviews (Online to Store Conversion) Our interviews reinforced secondary research findings: Most women went online to research the product, then came in-store to actually purchase. One respondent admitted, “I went online and found these really sick boots on sale, and now here I am with the boots, a sweater . . . and a cute pair of jeans!”
“I think of my grandmother. That’s where she shops.”
Day in the life Staffers conducted day-long ethnography ride-along studies. No doubt about it, our shoppers are price savvy but not afraid to splurge when they think they deserve it. And talk about the power of the purse string - these ladies make the majority of their household purchases. Ka-ching.
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How do you JCP?
Secret Shopper (In-store Experience) Next we took our show on the road, deploying secret shoppers in JCP stores located in the fastest growing markets (TX, CA, & FL). Although they loved the sales and generally helpful staff, across the board they felt it was hard to identify store associates and felt the in-store sale signage created a cluttered visual environment. Another resounding theme was the store layout. Open up the aisles and clear the clutter, they said. “If it were more organized, I think I would shop there more.” “My stroller doesn’t fit through the racks.”
Listen Up!
Digital Divas account for nearly 57% of total minutes spent on social media sites – so what better way to see what they’re in“There’s no better place to listen to what terested in than by spending time in their digital world? Our staff people are talking about – or not talking spent an entire semester conducting a social media listening about – than on their social media platforms. A good campaign will take what your study. See what we found . . . audience is already interested in and create content that connects with them.” -Chris Linn, New Manager Text 100 & Publisher of republicoftexas.com
Alltop is basically an “online magazine rack” of the web. It provides insight into the most popular blogs and sites for any audience. When it comes to our female market, they’re into everything from beauty to business. · Beauty · Her World · Fitness · Womenrati · Linguistics · Small Business · Wine · Twenty Something · Social Entrepreneurship
After being down for more than 17 hours last December, Tumblr survived and thrives as one of the top blogging sites with nearly 14 million blogs. The top blog spots for our Divas span the gamut and show just how diverse this market is: · Comedy: “The Daily What” “Unhappy Hipsters” “Molls” · Information: “ Newsweek” · Art: “This Isn’t Happiness” “Graphic Everywhere” · Technology: “The Laughing Squid” · Fashion: “Put This On” · Music: “Tunage”
73% of Digital Divas are on Facebook at least once a day, users that access the social site via a smart phone are twice as active on Facebook than non-mobile users.
Why Twitter? Twitter has quickly become the lens into all that moves and grooves us. According to Age of Social Networks, the average age of a Twitter user is 39. The Digital Diva owns the largest audience on Twitter, 53%! Our listening survey shows some key words that grace the Digital Diva’s Twitter searches: Style, fashion, food, family, and experiences.
Our market loves to chronicle their lives with photos, and the popular Hipstamatic app is one of their favorite ways to do it. Their most frequently posted images include children, friends and destinations.
Over 2 billion videos are streamed every day on YouTube and 100 million unique users visit the site every month in the US alone. Our target market flocks to YouTube everyday for advice on fashion, hairstyles and cosmetics from grassroots gurus, as seen below, who have armies of followers.
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Which Digital Diva Are You?
From rocking the big presentation to baking delicious soufflés; from hunting for that perfect outfit to scoring it for half price. Digital Divas get things done. They manage workflows, clean up little Suzie’s alphabet blocks, and go out with their girls all within a single day. They control the power of the purse strings and touch screens. They are true awesomeness in human form. You know them and love them…are you one? Answer the questions below to see if you embody the Digital Diva.
Which attitude best describes you? (Select all that apply)
Optimistic Self-absorbed “Whatever” Indulgent Savvy Self-confident Fun obsessed
Digital Divas are 13.5 million strong in the workforce and bring home an average of $57,000 a year. What’s your dream job?
a.) Professional Bookworm b.) Music Connoisseur c.) Romantic Shopper d.) Movie Critic
How often do you go without your phone?
a.) Sometimes b.) Never c.) Never ever d.) People do that?
When online, what interests you the most? (Select all that apply)
Social media Shopping Music TV/Movies Games Blogging
What means most to you?
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How do you JCP?
a.) Career b.) Family c.) Friends d.) Community
82% 82% 79% 77% 75%
favor respect in the workplace over salary pass along deals to friends
value self-expression have social networking sites
subscribe to email alerts
This demographic information was analyzed, along with psychographic descriptors, to create the five audience segments you’ll see on the following page. Check it out!
52% 51% 47% 32% 26
want to give back to the community are single
exercise regularly
read blogs once a week
average age of bride
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Meet
THE
Career Connectors
Digital Divas
Christine just graduated college and is the titan of her industry. At night, she enjoys visiting martini bars and special events. She is always ahead of the fashion curve, both in and out of the office. Hobbies include shopping, going out with friends, yoga, Pilates and traveling. Career Connectors are rocking their roles in the workplace. They’re bringing home the bacon and fryin’ it in stylish cookware. They’re the ultimate multi-tasker climbing their way to the top of the career ladder while still managing to get a steal online when the boss isn’t looking. -92% of women 25 to 34 are currently in the workforce -51% want recognition apart from $$ -40% of women shop online while at work -91.6% of women 25 to 29 are employed -92.4% of women 30 to 34 are employed (US Census)
Granola Girl
Zoe is environmentally aware and technologically savvy. She enjoys helping others in her career and doing charity work. When not lending a helping hand, she enjoys fashion magazines, managing her blog, and spending time with her boyfriend. Hobbies include arts and crafts and scrapbooking when she’s not absorbed in her favorite book or her eclectic collection of music. Granola Girl makes it possible. She is passionate about supporting her community and the environment. Family and friends are important as well as the condition of the surroundings that she’s living in. She’s the kind of girl that doesn’t mind getting her hands dirty and enjoys sweating life’s daily stresses away with a vigorous workout. • • • • •
56% want to give back to the community 47% exercise regularly 50% of women want more green choices when shopping 37% are more likely to pay attention to brands that are committed to environmental causes 40% of women prefer environmentally friendly packaging as one of the reasons they buy specific products
The stats speak for themselves. Digital Divas are self confident, hyper-connected, relational, and at many different stages in their lives. They may be conquering the office, saying “I do,” juggling the kiddos, enjoying a night out with the girls, saving the world, or all of the above in the same day. Their lives are busy and cluttered. They’re attracted to brands that are simple, easy - and like them, fun and trendy. Keep reading to see how our campaign will leverage this critical understanding. 10
How do you JCP?
Newly Nesters
Keisha is recently engaged and enjoying the challenge of living with her fiancé, Shawn. Keisha works part-time using her degree in finance. She loves catching up with friends over a cup of coffee or staying connected with family through Facebook. Hobbies include indulging in Cosmopolitan and the latest home trends on HGTV. The Newly Nesters are beginning to find their sense of style in home décor with the latest trends. Out with the old and in with the new. Whether they are just getting out of college, getting married or cohabiting, the Newly Nesters are in a transitional time of their life. · · · · ·
Women 25 – 34 bought 1.76 million homes from June ’05 – June ’06, accounting for 22% of market 59% of college grads are married 63% of women are married 45.5% of women 25 to 29 are married and 46.3% are single (US Census) 61.9% of women 30 to 34 are married and 26.3% are single (US Census)
Loyal Latinas
Sofia is a social butterfly. You can read about her daily life on Twitter and Facebook. Fiercely independent, Sofia manages a full-time job to pay for her apartment and shoe addiction. Sofia is very tech-savvy and always has her smart phone in hand, conversing in both Spanish and English. Hobbies include enjoying family gatherings and spending nights dancing to Salsa and Mambo. Her secret addiction is reality TV.
Modern Mommies
The Loyal Latinas are very brand loyal consumers. They are proud of their heritage and family, and their friends are the most important part of their life. Even though they work with a limited budget, they still have their own independent sense of style.
Jordan is an active mother of two. Her kids, Riley and · 2,519,127 Hispanic females 25 to 34 in the U.S. Devin, are ages 5 and 2. After work, most of her time · Mostly live in California, Texas and New York is centered on cooking, cleaning up after the kids and 71.5% are employed being consumed by sidewalk chalk, bubbles and sand- · · 46.5% own a home boxes. Hobbies include photographing and blogging 49.4% are married daily occurrences in her family’s life, nights out with her · husband at their favorite Italian restaurant, and shopping online. The Modern Mommies are always on the go. They are constantly juggling work, home and family life. Even though they have children at home, they still manage to have their own sense of style. Modern Mommies share their life stories on social media with family and friends. They’ll go out of their way to provide for their children but want to indulge themselves every chance they get. · · · · ·
62% of women 25 to 34 have children Women with children spend their money on their family before themselves. Women with children at home are 20% more likely to use Facebook, MySpace and Twitter than average adults. 44% of Facebook users are mothers 84% of moms at work spend between 15 mins and an hour a day shopping online
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SKINNYON HOW TO JCP
THE
JCPenney asked us to acquire, retain and increase shopping frequency among 25 to 34-year-old females. But after extensive research, it became apparent that before we could address these marketing goals, we had to consider brand perception. Most of our target market still holds an outdated perception of JCP, therefore, an effective campaign must address perception change first which leads to an increase in shopping behavior and brand loyalty. This campaign will adhere to the following measurable objectives to do exactly that.
CAMPAIGN OBJECTIVES
-Enhance the perception that 80% of our target market holds of JCP -Increase acquisition of new customers (25 to 34-year-old females) by 30% -Increase retention of existing customers (25 to 34-year-old females) by 40% -Increase shopping frequency of customers (25 to 34-year-old females) by 50% -Increase wallet share of customers (25 to 34-year-old females) by 50%
To achieve these goals we had to create a campaign that is to be truly integrated, innovative and interactive. In reading over the next several pages, you won’t find linear divisions of traditional Creative, Media and Promotions sections. Instead the campaign executions are seamlessly woven together in a truly integrated fashion. So, before you get caught up in the witty creative and fun-filled promotions, we want to assure you that all executions issue out of a steadfast commitment to our campaign objectives, our target market and the JCP brand.
This creative strategy is the perfect platform to take geo-location technology to a whole new level. Sure our Divas could check in each time they’re in the JCP store, but our audience is on the move and going places – so we’ll move with them – when they opt-in to enhanced GPS location content. Relevant push notifications will be sent to users based on their physical location. Let’s say they enter a downtown district, a Diva might receive an instant JCP message telling them where to find the best covered parking or making them aware of free cultural events going on in the area. Using geo-loco in this way builds an authentic relationship with our audience and reinforces the brand message that JCP is a brand that connects with Divas throughout their day and throughout their lives.
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How do you JCP?
CREATIVE STRATEGY Customization: All executions will tap into our audience’s desire for personalized self-expression. Communication: All executions will encourage Divas to vote, comment and share content with their social network of friends. This strategy allows all executions to have viral potential.
“How do you JCP?”
Our Divas don’t like to be told what to do, so our tagline intentionally asks a question that invites them to interact and engage with the brand. It allows for customization and communication. It moves the JCP brand from just being something you buy, to being something you do. JCP literally becomes a verb. We think our active audience will take it and run with it.
Tone:: Our creative tone reflects our audience.
-Lighthearted -Smart -Empowering -Fun
MANDATORIES From traditional television to interactive mobile, all executions will uphold the following communication integrity:
? The “5 Friends” Women that represent the five target segments will be used in all executions. They will never be seen in isolation, but always in interactive, relational settings. They will be used to strategically promote the five hottest JCP brand lines.
Technology Red smart phones and iPads will be used to visually reinforce JCP’s commitment to new technology and the opportunity to engage with the brand regardless of time or place.
Thumbs Up The iconic thumbs up “like” symbol will be incorporated into all executions to reinforce JCP’s fashion-forward selections, social-based approval and digital connectivity, which is very important to our Divas.
JCP Logo To reinforce the simplicity and hip nature of the brand, only the JCP portion of the logo will appear on all creative.
Call-to-Action “How do you JCP?” will be used in various ways to call our Divas to specific action; creating and sharing their own designs, activating a QR code or receiving consumer-voted discounts.
The first use of “How do you JCP?” will be a Facebook promotion which asks a new question each month, such as “What’s your worst interview experience?” or “Submit the most memorable time your kids embarrassed you.” The responses that receive the most “likes” will receive a $50 JCP gift certificate. Facebook will be further leveraged to post pictures of recent photo shoots. The outfits that receive the most votes will be offered at additional discounts. Divas will also be treated to monthly live video chats with designers like Allen B. Schwartz, who will answer their fashion and design questions all within the branded JCP Facebook site.
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Here’s how it works Digital Divas upload their creative engagement/proposal stories to jcp.com/how
HOW DO YOU SAY I DO?
The “How do you JCP?” campaign will kick off in style in the largest DMA in America with the “How do you say ‘I do’?” promotion. This integrated promotion uses all social media channels to draw participants to the campaign website where they will be encouraged to become a JCP Rewards Card member and sign up for Gift Registry incentives.
+ +
Family, friends and consumers will be rallied to vote for best entry.
All entries will be featured on a digital billboard in Times Square! Live video of the billboard will be streamed to the world via our site, as well as a photograph sent directly to the couple.
=
Sara Bareilles
YOU HOW DO SAY I DO ?
$2,500 Valentine's Day JCP will promote the Gift Registry and celebrate the winning couple with a live mini concert by Sara Bareilles in Times Square! A JCP Rewards Card will be required to gain access to backstage video content and live concert footage. The lovely couple will also receive a $2,500 shopping spree to JCP and an opportunity to be on the hit show Four Weddings. As an added reason to continue shopping at JCP, all gift registrants will receive a 30% discount off of all of their registry items that were not purchased. This strategy builds brand loyalty and creates a life-long relationship with a valuable market segment.
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How do you JCP?
Winners
Rock
YOUR
Virtual Style
When Divas visit their favorite website, the JCP brand will be front and center with opportunities for engagement and product purchase all within an interactive banner ad. The flash animation features the “5 Friends” in a dressing room setting tossing clothes over the door in an attempt to create the perfect outfit. Users will be prompted to click the dressing room door to reveal the completed outfit.
Like the outfit? Give it a thumbs up. Think you can do better? Click here.
Upon clicking, users will be taken to an interactive experience powered by JibJab that connects to their Facebook profile. Divas will customize the animations with a photo of themselves and four of their favorite friends. Then the fun really begins. Think of it as paper dolls for grownups. Users will create JCP designer outfits for their group, select a fantasy girls’ night out destination, tag each of their friends and post to their Facebook page. This execution quickly becomes viral, as the girlfriend network kicks into high gear by adding their friends’ photos and their own designer spin to the looks. The user whose image gets embedded in the most pages will win an actual Fantasy Girls’ Night Out and a JCP shopping spree to share with their four closest friends.
Exclusive Backstage Access
78 million users with an average age of 30 are registered users of the customized online radio platform, Pandora. In-music banner ads will draw listeners in by playing music by Sara Bareilles with no script in the first few seconds to give the illusion that its just another song in rotation. After 5 seconds, Sara Bareilles will voice the following copy: “Hey there. If you like this song, you’ll want to join me for a live JCP concert in Times Square this Valentines Day. Click on this link, tell us how you JCP and you could win backstage passes. Would love to see you there!” This tactic will capture key user data and engage our market through the emotion and relevance of their favorite music.
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UWin
This is where Divas will get their game on as they participate in promotions to win everything from Digital Dollars to the ultimate girls’ night out. Promotions include: • How do you say “I do”? • UStyle/Fashion • UStyle/Home • UShop Mobile Game
UC.A.R.E.
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How do you JCP?
UGive
The gift registry is a strategic way to introduce young couples to the JCP brand and build life-long customers. Throughout this campaign, you’ll see incentive–based tactics that will actively promote the online and in-store gift registry.
JCP’s philanthropic endeavors are near and dear to our Divas’ hearts, so why not give them a chance to give back, too? UC.A.R.E. initiatives will include the following: • UC.A.R.E./Environment • UC.A.R.E./Afterschool Program • UC.A.R.E./Angel Tree You’ll hear more about how these efforts will not only promote good will but also make the cash register ring.
• Hulu o 79% of Divas watch video online, and 80% access Hulu from home. While watching, they’ll not only see JCP commercials, but they’ll also discover that by accessing Hulu through the campaign website, they’ll be able to watch their top 10 favorite shows uninterrupted, sponsorship courtesy of JCP. • YouTube & Facebook o This link will send users to the JCP branded YouTube channel and Facebook site where they can view fashion content and interact with celebrity designers via Facebook live video chats. • Branded Content o Divas will get their reality TV fix when they view featured JCP branded segments of Access Hollywood, 19 Kids and Counting, Four Weddings and Design Star.
jcp.com/how
UWatch
Social Media
All social media links are strategically imbedded throughout website content for access to custom content related to the featured merchandise.
Facebook “Like” Icon Our Divas like JCP and we want everyone to know it. Throughout all campaign executions, you’ll see the iconic “thumbs up” image used to convey approval and votes. Here on the website, Divas will not just view, but vote and comment on their favorite fashions. Website “likes” allow for user-generated opinion and provides JCP with constant consumer feedback. JCP will track user “likes” to customize content and offer preference-based recommendations. A Groupon-style coupon system will encourage voting and social media sharing as a way to earn deep discounts on selected items.
Facebook Icon These Facebook icons will take users directly to the pages of JCP’s exclusive designers where they can post comments, offer suggestions or ask questions about a specific piece of apparel.
Twitter Icon
Want to find out what the next hot accessory will be? Click on the Twitter icon to see what designers from MNG, Allen B. and other JCP exclusive brands are working on.
Blogger Icon
What Diva doesn’t want to offer up their fashion opinion? These blog links will take users to content from JCP celebrity designers and fashion bloggers who will reveal what went into the design process or why the featured item is the “must have” piece of the season. All blogs will be updated daily to keep users active and engaged.
5 Friends
As previously mentioned, the “5 Friends” that embody the prime audience segments are featured throughout the campaign, as well as on the website. Here they are used to promote the styles, brands and causes most relevant to each segment.
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I LIKE YOUR LOOK
Set to the hip instrumental version of Sara Bareilles’ TV/HULU recent hit, “King of Everything,” the following TV concept features our Career Connector answering the question, “How do you JCP?” The fun unfolds, as do the JCP products, as our Career Connector effortlessly uses her JCP enhanced app to improve everything about her day. From her stylish pumps, to the designer coffee mug, this spot shows how our Digital Divas JCP with unflappable flare. On-screen “like” icons and price tags help to reinforce the hip, social interaction and smart value that is the JCP brand.
1. Super: “How do you 2. It begins to rain as JCP?” tagline over video she hails a taxi that of Career Connector getdoesn’t stop... ting ready for work.
6. She then enters her office lobby, and uses her app to select a pair of killer pumps.
9. Price appears on mug and co-worker at computer gives her the “thumbs up” icon.
4. Instead of getting 3. CU: Shows she’s carefree and unmoved. frustrated, she pulls out a smart phone and accesses her JCP app.
7. Again, the shoes appear with on-screen price tag, approving looks and “thumbs up” icon.
10. Diva enters conference room, sets down her small purse and uses the app to select a large designer bag.
5. With a couple clicks, she selects fashionable new outerwear that she is instantly wearing. On-screen price tag appears and a passing woman gives an approving nod and taps her phone as a thumbs up “like” icon appears on the outfit.
8. She buys a cup of coffee and gives the paper cup a disapproving glance; then gets an idea: using the app she selects a designer JCP mug and carries on her way.
11. Designer bag appears, out of which she pulls her folder and begins her presentation.
12. She turns to the camera and gives a secret wink.
13. VO Narrator: Whatever your day throws at you, you’re in style and in control. It’s not a secret. It’s JCP. Go to our Facebook page or jcp.com/how and tell us how you JCP for your chance to win digital dollars, fashion discounts and more!
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How do you JCP?
let THE fashion AND flair flow! Television creative will extend into print and interactive platforms and feature all of the “5 Friends” in lifestyle and fashion-relevant settings. Visual: Each photo will strategically highlight brands and fashions that will generate the most interest and purchase behavior from each of the five segments. QR codes: They are used to engage the audience, and encourage customization and interaction. Copy Reads: From the coffee shop to the boardroom, JCP knows you like to spend your day looking good and feeling good. And now, we’re making it easier than ever to stay in style and in control with the new “How do you JCP?” app. Simply use your smart phone to take a picture of this QR code and download the free app. Once installed, you’ll have everything you need to design custom outfits on your phone, vote and share your favorite looks and earn digital discounts with your friends. Try it out right now by holding your app-enabled phone up to this print ad to see behind-the-scenes designer tips and tricks behind each thumbs up icon.
From the coffee shop to the boardroom,
JCP knows you like to spend your day looking good and feeling good. And now, we’re making it easier than ever to stay in style and in control with the new “How do you JCP?” app. Simply use your smart phone to take a picture of this QR code and download the free app. Once installed, you’ll have everything you need to design custom outfits on your phone, vote and share your favorite looks, and earn digital discounts with your friends. Try it out right now by holding your app-enabled phone up to this print ad to see behind-the-scenes designer tips and tricks behind each “thumbs up” icon.
JCP.COM/HOW
Campaign continuity will be maintained in QR code enabled direct mail pieces and interactive email blasts. Since an astonishing 92% of women pass along promotional emails, this tactic is sure to achieve high, measurable reach. 19
OK LADIES,LET’S GET IT “LIKED”
Divas will get the chance to design their custom look with the JCP UStyle/Fashion promotion on the campaign website, the JCP app or even an in-store kiosk. They then upload their outfit to Facebook and get all of their friends to “like” it. Reach 50 “likes” and they get a 25% JCP discount. Plus, let’s throw in a bonus for all those lovely friends that “liked” their page by giving them a 10% discount! Hmmm, but let’s go a step further— the Diva and her friends can enter their cell number and get a QR code for an “Apparel Locator” on the created outfit, and the best part? If the Diva’s outfit gets the most “likes” in her region it’ll be featured on a UStyle Mannequin, and she will receive a $500 JCP gift card. She will also get a chance to have her look featured on Access Hollywood’s new “Celebrity Look For Less” segment sponsored by JCP. This segment will feature a top female celebrity wearing a hip, new outfit that will then be regenerated using JCP’s hottest designer looks for less. The outfit will also be posted on JCP.com/how with all the details. Because our Divas account for 70% of overall readers of People StyleWatch, a link to the UStyle promo will be featured on the People StyleWatch website.
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How do you JCP?
Set to another trendy Sara Bareilles instrumental music bed, TV/HULU this spot switches gears and features the Newly Nester answering, “How do you JCP?” While her dutiful spouse measures and diagrams the space, this Diva uses the enhanced JCP app to effortlessly arrange the entire room online. The room literally comes together as her online selections instantaneously appear in the room. The price tags and “thumbs up” icons maintain visual and message continuity.
“I LIKE MY STYLE”
1. Super: “How do you JCP?” 2. Her spouse begins meatagline over video of Newly Nester looking at design dia- suring the room. grams with husband.
5. Value-right price tag appears and she gives her own “thumbs up” to her selection.
9. She makes room on the couch for him and selects an ottoman onto which they both put their feet up and admire the room she just created.
6. Husband continues to measure.
10. She gives a quick wink to the camera.
3. CU: Reveals our Diva’s mischievous smile as she pulls out her iPad.
7. Diva continues to select everything from curtains to accessories, which appear in room with appropriate price tags and “like” icons.
4. Realizing there is nowhere to sit, she uses the JCP room renovation app to select a big comfy couch onto which she relaxes.
8. When husband looks up from his measuring and design papers he is amazed to see the room completed. He shakes his head at his wife as if to say, “I don’t know how you do it!”
11. Female VO: Whatever your design challenge, you’re in style and in control. It’s not a secret. It’s JCP. Go to our Facebook page or jcp.com/ how and tell us how you JCP for your chance to win digital dollars , design discounts and more!
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let YOUR space fall INTO place! As shown in the tv spot, Newly Nesters in the print ad are eager to design their home from the comfort of their digital devices. This transforms designing a home from headache to heaven. Visuals: The room is intentionally left vacant to intrigue the audience and provoke them to find out what’s missing. QR Code: Used to engage the audience and get them to interact with the print ad. It is placed within the iPad to attract attention and introduce tablet-based engagement opportunities.
WHEN IT COMES TO YOUR DREAM ROOM, JCP’s new app lets you stop dreaming and start designing. To unveil the pieces in this room, download the app using the QR code on this page, and your smart phone becomes image enabled. Hover it over the page to see the hidden furniture and accessories – or try your own hand at designing, using your iPad or smart phone. Either way, you’ll experience a new level of style and customization with the “How do you JCP?” app. Feeling really stylish? Submit your design for a chance to be featured on HGTV’s Design Star. It all happens when you download the app and show us how you JCP!
JCP.COM/HOW
Copy: WHEN IT COMES TO YOUR DREAM ROOM, JCP’s new app lets you stop dreaming and start designing. To unveil the pieces in this room, download the app using the QR code on this page, and your smart phone becomes image enabled. Hover it over the page to see the hidden furniture and accessories – or try your own hand at designing, using your iPad or smart phone. Either way, you’ll experience a new level of style and customization with the “How do you JCP?” app. Feeling really stylish? Submit your design for a chance to be featured on HGTV’s Design Star. It all happens when you download the app and show us how you JCP!
Direct mail will work in tandem with print ads, while email blasts and iPad ads will offer interactivity without the QR code.
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How do you JCP?
NEWLY NESTERS TAKE ON DESIGN
Similar to the UStyle/Fashion promotion, Newly Nesters will get their chance to be creative with JCP’s UStyle/Home, where users will design their dream room and post it on their social media sites. Next, the “liking” begins! When our Newly Nester reaches 50 Facebook “likes,” she receives a 25% discount on the items she chose and all who voted will get a 10% discount. Again, QR codes will help the Divas by providing a “Décor Locator” for in-store purchases. And of course our Digital Divas will be reminded of this promotion every time they go to their favorite website and see another interactive UStyle/Home banner ad. To further leverage the home décor section in JCP, we will use the most popular show on HGTV, entitled Design Star. This show features 12 contestants competing in various innovative design challenges, where JCP items will be featured. For more brand integration, JCP will feature one of the winning designs on jcp.com/how.
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SeasonalExcitement Black Friday 3-D building projection. Seasonal excitement
will be in full swing when moving mannequins and a 3-D building projection converge at key JCP locations on Black Friday. Holiday shoppers in the top 15 DMAs will start talking about the JCP mannequins (depicting the “5 Friends”) that will be moved closer and closer to the JCP store over the course of a week. On the big day, the mannequins arrive at the store just in time for a 3-D projection show that “removes” the store’s brick exterior to reveal campaign-themed scenarios. The Newly Nesters might be designing their perfect room in the home furnishings section while the Modern Mommy gathers her family for an iconic Christmas photo. All scenes will reinforce television and online creative concepts. Building projections were selected to overcome the lack of display windows in most JCP mall locations. The timing will ensure plenty of earned media via Black Friday news coverage.
12 Days of Christmas 3-D projection at the Manhattan JCP store.
The 3-D building projection will take off in an exciting new direction when it introduces the JCP 12 Days of Christmas interactive promotion. Here’s how it works: On each of the 12 days leading up to Christmas, 12 select store items will be projected on the outside of the JCP Manhattan location. Live video of the event will be streamed on to the campaign website where users will vote on the single item they most like. Each following day, the one item that received the most votes will be on sale for $12 for 12 hrs. On the last day of the promotion, all items will be designated especially for the JCP Angel Tree program. This event will boost last minute holiday shopping and generate positive holiday publicity.
JCP’s New Year’s Resolution
If it’s the holiday season, you know that New Year’s resolutions are just around the corner. That’s when our campaign will ask the question, “How do you reNEW?” But instead of encouraging expected resolutions like losing weight or exercising more, Divas will be encouraged to resolve to give back to their community or the environment. They might answer the question with “I resolve to volunteer,” or “I resolve to recycle.” Either way, JCP will reward their New Year’s commitment with an instant discount just for submitting their resolution to JCP’s Facebook page. Users will open one of four dressing room doors to reveal a 10, 15, 20 or 25% discount coupon to help them kick off the New Year in style.
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How do you JCP?
GIVE
FOR
GOOD
UC.A.R.E./Environment: In honor of Earth Day (April 22), JCP will reward our Divas for “going green” with a reusable shopping bag made out of recycled catalogs in remembrance of the newly retired JCP catalog. Shopping bags will be distributed throughout the month of April. Shoppers that re-use the bag on Earth Day will receive 22% off everything in the bag. For the remainder of the year, they’ll receive a 10% discount every time they return with the bag. UC.A.R.E./Afterschool: JCP takes pride in helping afterschool programs, and our Divas take pride in philanthropic activities. Therefore, it only makes sense to combine the two. The UC.A.R.E./Afterschool promotion will get the Divas involved. During the back-to-school season, anytime an apparel item is purchased either online or instore, JCP will donate 5% of the purchase to the UC.A.R.E./Afterschool Program in the region of the Diva’s choice. In-store items will have a UC.A.R.E. tag with a perforated center. Half of the tag is torn and placed into a clear UC.A.R.E. Backpack, and the other half remains on the apparel. Our Divas will feel enriched as they see their contributions adding to the backpack. The remaining half of the UC.A.R.E. tag will contain an online code. Both online and in-store shoppers will then go to UC.A.R.E. online through jcp.com/how and select the region they would like their purchase to go to. Divas and customers will become part of the JCP team helping children all across the US by contributing to their education. Awareness for JCP’s afterschool programs will be given to the public by running commercials during the popular family show 19 Kids and Counting on TLC. UC.A.R.E./Angel Tree: ‘Tis the Season to give back! The UC.A.R.E./Angel Tree will encourage Divas to adopt an Angel from the Angel Tree during the Christmas holiday season by offering a 20% discount off any purchase for the Angel Tree.
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YOU ASKEDWE ANSWERED When we asked the Divas up close and personal how to make their shopping experience even better, they were not at a loss for words. See below for our in-store enhancement suggestions that will answer every concern with efficiency and style. Q: “I normally just walk through JCP, what will make me stop and shop?” A: Divas will be greeted with a custom-
designed JCP aroma. Scent atmospherics are proven to prolong shopping behavior and improve overall store experience.
A: Divas will stop in their stilettos when
they see the branded JCPhoto Booth inside the store. They’ll be able to select fantasy destination backgrounds that mimic the interactive banner experience. The fun photos will instantly be uploaded to their Facebook profile, expanding the JCP brand presence and providing increased consumer insight.
A: For those quick pit stops, Divas find
a surprise waiting under the new hand dryers when a laser-projected $20 bill appears in their palms. Signage encourages them to scan the QR code and begin earning real JCP Digital Dollars on their mobile device. Who knew drying your hands could be so rewarding?
A: If the dryers weren’t interesting
enough, Divas will be reminded about the Gift Registry when they encounter the guerilla-style escalator signage depicting a happy bride collecting a host of gift items falling into her oversized JCP shopping bag.
Q: “JCP seems cluttered, how can I better navigate through the store?” A: Let’s clear the clutter with style by
merging all of the red zone merchandise to one central location. With illuminated red floor tiles and suspended ceiling signage, sale items will no longer be scattered throughout the store. Each Diva can now shop with ease; her only stress will be which handbag to choose.
A: Look for the mannequins! JCP is
“raising the bar” with its innovative idea to catch our Diva’s eyes by placing featured mannequins on raised platforms. This heightened display will provide visual interest and make content-rich QR codes easy to see and access.
A: Worry less with navigational QR codes
throughout the store. Google Goggle-style technology will transform users’ mobile devices into merchandise locators, complete with product descriptions and up sell accessory suggestions.
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How do you JCP?
Q&A
Q: “How can I better find the registry area?” A: Glad you asked! An additional registry kiosk will be placed next to the Modern Bride wedding rings display to increase registry participation.
A: As previously mentioned, the registry-
themed escalators will help Divas take a step closer to their future and the upstairs registry items.
Q: “How can I quickly indentify a JCP store associate?” A: Divas aren’t the only ones who will be
getting a makeover. Associates will be sporting easily recognizable branded red polos and button downs. Throw in a name badge and the Divas will be able to connect with associates on a first name basis.
Q: “What’s new to the JCP app?” A: Get your shopping on with the UShop
mobile game. Level up by being the last shopper standing on Black Friday or by being brave enough to try on that bikini in front of a 360 mirror. This light-hearted game will increase brand engagement and shopping behavior as Divas earn JCP Digital Dollars each time they advance to a new level.
A: And don’t forget the UStyle/Fashion
and UStyle/Home section of the app where Divas can design, decorate and share their style.
Q: “I’m a JCP rewards card holder, will there be any added benefits?” A:Yes, all reward card members will be
able to take a part of JCP wherever they go when they walk out of the store with a reusable shopping bag. Each bag will feature a QR code that reveals either a 10, 15 or 25% discount. This tactic will encourage repeat shopping when Divas learn that they’ll be able to use their discount on everything they can fit in the bag on their next visit.
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the synergy of MEDIA HISPANIC RADIO
NETWORK T.V. -ABC -NBC -CBS -FOX
TRADITIONAL RADIO
-Select channels in the top 15 DMAs focusing on TX, CA, & FL
BROADCAST
CABLE T.V.
-How do you JCP? -JCPhoto Booth shots -Photo Shoots -Designer Video Chat
-Oxygen -TLC -Bravo -HGTV -USA -ABC Family -WeTV -Lifetime
HISPANIC T.V. -Univison -Telemundo
USTYLE
(FASHION & HOME)
PROMOTIONS
TWITTER -Sponsored
USHOP GAME
Tweets from Sara Bareilles
CHECK-IN APPLICATION
BLOGS
OOH
MOVING MANNEQUINS
3-D BUILDING WRAP
QR CODE SCANNER GEO-LOCO PUSH NOTIFICATIONS
GOOGLE GOGGLES PANDORA RICH MEDIA
VIEW BILLBOARD, 3-D PROJECTIONS, CONCERTS ETC. SEO INTERACTIVE BANNER ADS EMAIL BLASTS How do you JCP?
REWARD MEMBER CONCERT
SOCIAL MEDIA
ENHANCED DIGITAL MOBILE BILLBOARD -Campaign kickoff APP in Times Square
IN-STORE NAVIGATION
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YOUTUBE
-Select JCP stores in the top 15 DMA’s for Black Friday -Manhattan JCP store for 12 Days of Christmas
MAGAZINE (IPAD) HULU CAMPAIGN -Allure -Cosmo WEBSITE -Glamour-Better H&G
ONLINE
-Real Simple -InStyle -Elle -People -Brides -Bon Apetite -Parenting -People en Espanol -US Weekly
DIRECT MAIL
and PROMOTIONS
ANGEL TREE
-UC.A.R.E./Angel Tree
EARTH DAY
From shoes to shades, from moisturizer to mascara, every part of an outfit works together to make the Diva who she is. Likewise, every aspect of our campaign works in unison to increase the Diva’s wallet share. So let’s kick it into gear and get these Divas shopping!
19 KIDS & COUNTING -UC.A.R.E./After School
-Recycled bags
ACCESS HOLLYWOOD -UStyle/Fashion
ENGAGEMENT
BRAND INTEGRATION
PEOPLE STYLEWATCH 4 WEDDINGS
-”I Do” wedding registry -Billboard -Online contest -Show integration -Concert
SEASONAL EXCITEMENT -12 Days of Christmas -Black Friday
DESIGN STAR -UStyle/Home
ADD REGISTRY TO MODERN BRIDE
BATHROOM HAND DRYERS
(FIRST FLOOR)
“RED ZONE”
IN-STORE ENHANCEMENTS RAISED MANNEQUINS
SHOPPING BAGS EMPLOYEE IDENTIFICATION
JCPHOTO BOOTH STEPS ON ESCALATOR
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Our One Year of a
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How do you JCP?
Expression
Lasting Impression
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MeasureTwice, SpendOnce
With a $100 million media budget to spend, we felt like a Diva on a shopping spree. But rest assured, just like the JCP brand, our tactics are full of value we can measure. These quantitative tactics will measure media and message exposure levels, online impressions and activations, as well as the ultimate benchmark, retail sales and return visits.
• Calculate the reach of traditional TV and radio spots • Measure readership of all interactive print through QR scans on JCP app • Monitor exposure levels of all OOH tactics. • Track online impressions and engagement with campaign website • Measure the number of impressions and activations through Hulu and Pandora • Track online impressions and click-throughs on banner ads • Calculate the number of JCP app downloads • Track the level of contest participation • Monitor the number of comments, likes and views on social media sites • Measure coupon redemption to sales rations • Track the number of new JCP Rewards Card holders • Calculate the increase in Gift Registry users • Compare the retail sales figures from pre to post-campaign
The following qualitative methods will measure campaign awareness, JCP brand perception and anticipated loyalty.
• Intercept and online surveys • Place-based and online focus groups • In-depth interviews • Content analysis of social media posts, buzz words and trends
Throughout the campaign, consumer-generated online feedback will be actively monitored to allow for realtime tweaking of all campaign elements.
Traditional Media 45.9%
Non-Traditional Media 37.47%
Agency Commission 12% Contingency 3%
32 32
How do you JCP? How do you JCP?
STAFF
Project Manager
Sarah Thomas Graphic Designer
Allie Reyna Creative
Jon Galloway Cole Young Mateo Pinzon Shawn Boyd Media
Sean Strickland Tarah Groomer Yadira Garcia Brady Pedigo Precious Wilson PR & Promotions
Heather Spear Kristin Kuhns Jaclyn Perez Michael Kiskaden J’Rhea Wise Design Assistants
Jessica Shogren Matt Bridges
THANKS WTAMU Student Services AAF Amarillo AAF 10th District Whitney Russell Printers Dr. Leigh Browning Dr. Nick Gerlich Co-Advisor Kim Bruce Mr. Mike Wood Brittany Sarrett