COUGAR CONCEPTS UNIVERSITY OF HOUSTON
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executive summary objectives the jcpenney brand their brand research meet the target geography brand destination the campaign paid earned owned contact plan calendar return on investment evaluation and future thoughts appendix the team
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jcpenney is truly a unique advertising challenge. While
Target
Connection
most advertising campaigns focus on a single product
The target will be called the “Transitioners” because
The campaign connects to the target audience through
or service, jcpenney is the conduit for hundreds of
they are moving from one life-stage to another. They
a combination of paid, earned and owned media.
different products, services and brands.
have been segmented into three groups (Me’s, We’s
This integrated plan uses broadcast, print, digital,
and Us’s) based on their life-stage to discover the
promotions, sponsorships and social media in unique
needs and perceptions shared by all.
and innovative ways.
Consumer Insight
15 opportunity markets for special local emphasis have
The research shows Transitioners are looking to express
been selected in jcpenney-identified states of Texas,
Cougar Concepts’ task is to uncover insights into this
their unique style. They don’t want to compromise, but
Florida and California.
problem and provide a complete, persuasive integrated
many times they feel that they must.
Communicating jcpenney’s benefits and linking it to the broad selection of products and services it offers is a difficult task.
solution. This is our plan to transform how young
Customer Experience
women think of jcpenney and help them discover one of
Positioning
America’s greatest retail institutions.
The proposed campaign will make jcpenney a relevant
customers, a program has been developed to impact
part of their everyday lives by giving them more choices
every part of the customer journey. These include
to express themselves.
enhancements to the in-store and digital customer
So, let’s begin.
To help increase share of wallet from existing
experience and a personal URL program. Creative The creative strategy builds on the “Who Knew!”
Conclusion
campaign by showing women discovering the choices
The proposed plan will deliver $12 of revenue for every
that the jcpenney brand offers. The creative execution
$1 of advertising with a comprehensive measurement
breaks the mold of traditional model-driven category
program to monitor success.
campaigns. The campaign is consistent yet flexible enough to showcase all categories of merchandise,
The plan is set. Cougar Concepts is ready to start.
sales and events.
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The challenge is to develop a fully-integrated marketing communication program to increase jcpenney’s share of wallet of women ages 25-34. To accomplish this, a four-year plan has been developed to increase sales by 51% or a compounded annual growth rate of 11%.
Brand Purchase Funnel The department store industry is under 25-34-year-olds
tremendous pressure. Three major trends that
in the target market.
impact the jcpenney brand have been identified. Changing Merchandise Department stores aggressively compete for
will be aware of the advertising
exclusive rights to popular and up-and-coming
by reaching 90% of the target.
brands rather than competing just on price. will become regular jcpenney shoppers.
will consider shopping at jcpenney.
Changing Shopping Habits Consumers are changing the way they shop in response to the economy and the evolving digital retail world. Surveys show 67% of consumers are logging online to compare prices, find coupons, hunt for bargains and seek advice from other shoppers before leaving home.
will become new jcpenney shoppers.
Changing Competition Competition for department stores has changed in recent years because of the accessibility and convenience of discount, specialty and exclusive online retailers.
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The following are areas in which jcpenney excels, and those in which it can improve.
Surprising Competitive Strengths
SWOT Analysis Strengths
Weaknesses
•
Holds a diversified supplier base of more than
•
Low customer brand loyalty
3,500 vendors
•
Lack of awareness of exclusive store brands
Operates more stores in the United States
•
Perceived by customers as being outdated
•
than any other department store •
Recognized as a well-respected and trusted
and unfashionable •
Decreasing profit margin
company •
•
the following advantages compared to other department stores: •
Operates more department stores
•
Offers more exclusive brands
•
Offers more services
•
Offers more compelling prices
Offers exclusive power brands
Opportunities •
It was surprising to discover that jcpenney possesses
Threats
Increase in online marketing and mobile
•
Economic uncertainty
application use
•
Increased competition in department store industry
Rising consumer demand for private labels
•
Changing demographics
•
Consumers driven by convenience, price and style
•
New competition from vendor stores and online channels
•
Rising commodity prices
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Department stores compete largely on style and price. jcpenney needs to break out of the sea of sameness of the category’s advertising.
All department stores feature fashion models, celebrity designers and sales.
The style of your life. •
296 stores in 29
Expect great things. •
states •
Women’s apparel and
(37%) of its revenue
•
states •
accessories account for more than a third
1,089 stores in 49
Save money. Live better.
50th anniversary in America’s fastestgrowing department store
•
states •
2012 •
3,616 stores in 48
•
50th anniversary in
850 stores in 45
•
states •
Exclusive and store
Life. Well spent.
Expect more. Pay less.
The magic of Macy’s.
2,003 stores in 49
•
states •
50 states and Puerto
50th anniversary in
Rico •
No. 1 American
2012
labels account for
The world’s largest
approximately 35% of
The second-largest
retailer of home
retailer
total annual revenue
discount retailer in the
appliances, lawn
Uses celebrity
U.S. behind Walmart
mowers and fitness
•
2012
929 full line stores in
•
designers as its official spokespeople
equipment •
The nation’s largest provider of home services
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Objectives
Strategies
Understand brand equity of jcpenney advertising.
surveys, mystery shoppers, cartooning, focus groups, mind mapping, semantic
Understand the linkage of jcpenney and its exclusive brands.
perceptual mapping, visual perceptual mapping and word association.
Understand the brand perception of jcpenney among women ages 25-34.
Both qualitative and quantitative research methods were used including: online
Gain insight into department store shopping behavior.
Quantitative - Online Survey (1,200 respondents) When you think of department stores, which come to mind? Macy’s
Dillard’s
recalled
recalled
recalled
“Every Day Matters.”
“It’s All Inside.”
“New Day. New Look. Who Knew!”
jcpenney “jcpenney is a store that appeals to...” From which of these department stores have you made a purchase in the last 30 days? Target Walmart
agree for 35+
agree for 25-34
don’t like jcpenney
like jcpenney
Macy’s What was Discovered:
jcpenney
are very or somewhat
•
Macy’s owns top-of-mind awareness
•
jcpenney is the least visited/shopped department store
associate
•
jcpenney is the least liked department store
jcpenney with
•
jcpenney has low brand equity
the color red.
familiar with jcpenney.
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Qualitative Mystery Shopper (50 respondents)
Cartooning (50 respondents)
What was Discovered:
Shoppers perceive jcpenney as a place to find necessities; they prefer to visit other department stores for special items.
What was Discovered: “My dad’s birthday is today. I am getting him a
The target audience doesn’t want to be associated with the jcpenney brand.
last minute gift.”
“I hope he doesn’t shop there.”
“My cousin’s baby shower is tomorrow and “I’m looking at the new fall line of Jessica Simpson shoes.”
she is registered here.” Focus Group (50 respondents) What was Discovered:
What do you think about jcpenney?
Transitioners shop jcpenney for price, but not for quality or style. “I find three
“I buy all my cosmetics from
“I forgot it was
here.”
still in business.”
things I can buy at jcpenney, but
“Affordable, but
then go to Macy’s
cheap quality.”
and get one great thing.”
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Qualitative Mind Map (50 respondents)
Semantic Perceptual Map (50 respondents)
Teenage memories and outdated imagery are associated with jcpenney.
Transitioners positioned jcpenney as “old” and moderately priced.
What was Discovered:
What was Discovered:
dark stores
was old fashioned/ more classy now old people
cheap with sales can’t find anything
Teen Years
Image
coupons
buying school clothes
Memories
daughter’s first pictures
fashionable
early teen years American Living LEE/LeviJeans Martha Stewart Southpole Liz Claiborne Nike Shoes Calvin Klein
Brands
Christmas shopping
bought my work suit from there shopping for house items
DKNY Bisou Bisou Sephora I heart Ronson Mango
Apple Bottom Baby Phat NY and CO. A.N.A. Arizona
fabric
Inexpensive
Expensive
comforting
feels cold
old cookie
out of place
Sight
not eye catching
Taste
Touch
overwhelming neat
cheap
neat children pics cute
sales
Modern
fresh
trendy organized
always has good prices
shopping with my mom
prom dress
“Minnie Pearl”
disappointed
friendly
quality products
5 Senses
pink/grey/black old people
Smell
old
Hear neutral
fresh scent perfume
fabric
mozart music calming/relaxing soft music
don’t see much of it
Recall
random models
Advertising
word of mouth gift card
commercials newspaper sales
Medium
magazines
radio
Old
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Visual Perceptual Map (50 respondents)
Word Association (50 respondents)
The target audience associates jcpenney with traditional and conservative
There is a disconnect between jcpenney and the newer power brands it
styles and not with trendy merchandise.
carries.
What was Discovered:
What was Discovered:
Barriers to overcome The following are key barriers the campaign must overcome: •
The perception of jcpenney is outdated
•
jcpenney has low brand loyalty
•
There is a disconnect between jcpenney and the new brands it carries
•
jcpenney has limited advertising equity
•
jcpenney is greatly misunderstood by the target
The plan is to break these barriers and integrate jcpenney and its offerings more fully into the target’s lives.
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The target will be called the “Transitioners” because they are moving from one life-stage to another. They have been segmented into three groups (Me’s, We’s and Us’s) based on their life-stage to discover the needs and perceptions shared by all.
Me’s
We’s
beginning their careers
mature relationships
Population: 7,704,000
Population: 2,475,000
Ashley is an ambitious
Katie values her privacy
and dedicated young
and is in a committed
career woman committed
relationship. She’s
to succeeding at
always in the market for
whatever cost. She does
the latest fashions. Katie
Single women
Women in
not allow much time for
doesn’t seek advice
social events, but she does make time for shopping. Ashley’s shopping mantra is
directly, but refers to experts for insights into what is “in.” Katie is a smart shopper;
“people don’t envy function, so I buy what looks good.” She believes fashion-forward
she doesn’t mind shuffling the clearance racks for discounted clothing or rummaging
merchandise does not justify high prices. She always researches competitor pricing
through shelves and aisles for home accents.
before finalizing any purchase.
Us’s
Women who are mothers Population: 10,204,000 Cristina is a professional power mom. Her family is her top priority. Even with her full-time job, managing a home,
Shared Values
Shared Challenges
Convenience
Time constraints
Customization
Style
Authenticity
Budgets
Discovery
and taking care of the children, she always sets time aside to shop. Cristina does not care about blending in, but prefers to stand out effortlessly. She is an early adopter but does not aim to make fashion statements. If the store sells it, Cristina has it.
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Fifteen opportunity markets have been selected in the jcpenney-identified states of California, Florida and Texas based on penetration of Transitioners and department store category sales. A national umbrella campaign will support all markets.
Hot Spot Markets Markets
% of US
% to US Dept. Store Sales
($89,724 million/205 markets)
Los Angeles, CA
5.0%
5.9%
Dallas - Ft. Worth, TX
2.1%
2.9%
Houston, TX
1.7%
2.5%
Miami - Ft. Lauderdale, FL
1.4%
2.3%
San Francisco - Oakland - San Jose, CA
2.3%
2.1%
Sacramento - Stockton - Modesto, CA
1.2%
1.5%
San Diego, CA
0.9%
1.4%
Tampa - St. Petersburg (Sarasota), FL
1.5%
1.2%
San Antonio, TX
0.7%
1.0%
Palm Springs, CA
0.1%
0.9%
Orlando - Daytona Beach - Melbourne, FL
1.1%
0.9%
West Palm Beach - Ft. Pierce, FL
0.7%
0.9%
Fresno - Visalia, CA
0.5%
0.7%
Austin, TX
0.5%
0.6%
Jacksonville, FL
0.6%
0.5%
Total
20.2%
25.1%
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This shows where the jcpenney brand is now and where the campaign will take it.
Current Belief
“jcpenney is an old-fashioned discount
Future Belief
“jcpenney is a store where I can buy the
department store that caters primarily to
basics and also discover fun and unique
older women. It is a place for basics and
items that help me express my individuality.”
services, but I don’t think of it as a place that offers contemporary fashion or merchandise
Consumer Insight
for me.”
Transitioners want to express their unique style. They
Current Behavior
“As a result, I occasionally shop jcpenney.
Future Behavior
don’t want to compromise, but many times they feel that they must.
“jcpenney is the first store I check for new
I usually do when they have a great sale.
merchandise. I use jcpenney for adding
I will buy basics for me, like underwear;
a variety of things to my life from fashion,
housewares; or items for my child or
to housewares, to some of their unique
husband. I shop at other department stores
services.”
for items that I wear or things that I want to show my friends.”
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Brand Truth
Consumer Truth
jcpenney offers more brands and services at
Transitioners want to express themselves
better prices than any other department store.
but feel that they must compromise.
Discover more ways to express yourself. Why the Idea Works
It taps into the consumer’s human need for self-expression and offers jcpenney as the solution.
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The creative strategy directly builds on the “Who Knew!” campaign by showing women discovering more ways to express themselves by simply including jcpenney in their lives. Positioning
Art Direction
By positioning jcpenney as the solution for Transitioners to express themselves, the
The campaign will use silhouettes of Transitioners in a variety of ways. Solid
campaign will make jcpenney a relevant part of their everyday lives.
silhouettes will be used as a brand identification tool. Silhouettes filled with products will be used to demonstrate the breadth and depth of jcpenney. The new jcpenney
Changing jcpenney Perception
logo will complement all executions.
From
To
Functional •
Fashionable
Copy
• • • • • • • •
• • • • • • • Dated
• • • •
Contemporary
The copy strategy connects words and phrases that the target uses to express
• • Sporadic visits
• • • •
Everyday visits
themselves to the jcpenney brand. For example: “Celebrate. jcpenney.”; “Give joy.
• • • • • • • Tired •
• • • •
Surprising
jcpenney.”; and “Discover. jcpenney.”
• • • • Not for me •
• • • •
Just for me
Execution Idea The campaign expresses the big idea using silhouettes of Transitioners filled with
Call to Action The campaign will direct Transitioners to the jcpenney website to research, shop, or find a nearby store.
products. This takes jcpenney beyond the sea of sameness of runway models, celebrities or a single spokesperson.
Multi-Cultural Transcreation The campaign is adaptable to every language and culture. Cougar Concepts will
Why the Idea Works
work with the jcpenney ethnic agencies to ensure that the campaign reaches every
Silhouettes of Transitioners are a direct connection to the target. Silhouettes are
audience.
iconic fashion and art metaphors. This iconic imagery adds freshness to jcpenney’s advertising equity. Silhouettes are flexible and adaptable to any advertising situation from the big screen to in-store. They act as an invitation to join the jcpenney experience.
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Pre-Testing The creative has been pre-tested with both Transitioners and current jcpenney customers. Testing affirmed that Transitioners and current customers would be motivated to shop at jcpenney. Why are we advertising? To increase the level of purchase penetration and frequency among
Transitioners
Current jcpenney Customers
women, ages 25-34. Whom are we advertising to? 25-34 year old female consumers; the “Transitioners.” What do they currently believe/think? jcpenney is convenient and reliable when it comes to staple items, but it is not a store for items that would express their personality.
Light, friendly, sincere and confident. Mandatories Use new jcpenney logo with Pantone color 186.
trendy.” “It’s different than older
renewed.”
campaigns.” “I like the text, it makes me want to go
compelling prices that will let them express their unique style.
What tone do we want to take?
very hip and
at jcpenney.”
fresher,
By discovering jcpenney, they will find surprisingly contemporary fashion at
They can discover more ways to express their unique style at jcpenney.
“It’s
“It seems
What do we want them to do/think?
What is the most compelling thing to say?
“I like it! I would shop
shopping.”
“I like it, it’s something different.” “I would
“Looks classic
definitely join
and simple.”
the baby registry.” “They make me want to go and check them out.”
“I like it more than ‘Every Day Matters’.”
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Connection Planning not only reaches Transitioners, but also connects them to the brand. The Connection Plan consists of three categories of media: Paid, Earned and Owned. Each provides a different level of consumer engagement. Paid media is anything that is purchased on behalf of jcpenney activating the brand funnel.
Objectives
National Network Television
•
Reach 90% of Transitioners (females ages 25–34)
•
Support key sales periods and events
Why: Highest reach with top 20 rated programs for Transitioners.
•
Provide additional support to hot markets
Strategies
Vampire Diaries
National Cable Television
Olympics
What: 15-second commercials on six cable networks.
Why: The Olympics had a 16.2 rating in 2008.
How Many: 715,000,000 impressions
What: 15-second commercials in the 2012 Summer Olympics.
Why: The selected cable networks have 120+ viewing index for Transitioners.
How Many: 280,000,000 impressions
How Much: $14,900,000
How Much: $7,000,000
Gossip Girl
How Much: $7,000,000
One Tree Hill
How Many: 250,000,000 impressions
House
viewed fashion event with 41.7 million viewers in 2010.
Bones
Why: jcpenney has a rich tradition of sponsoring the Academy Awards; the highest
Glee
What: 15-second commercials in the Academy Awards.
The Good Wife
Kick-off: 2012 Academy Awards
How I Met Your Mother
Support hot spots with local media and promotions
Law & Order: SVU
Schedule support with emphasis leading into seasonal thrusts
•
The Office
•
How Much: $29,200,000
Grey’s Anatomy
Use traditional, non-traditional and digital media to reach Transitioners
How Many: 890,000,000 impressions
Dancing with the Stars
•
What: 15-second primetime commercials on five networks.
my style.
®
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Celebrate: 15-second
Frame 1: Music fades in.
Frame 2: Silhouette
Frame 3: Silhouette fills
Frame 4: Real woman
Frame 5 VO: “Celebrate
Frame 6: Music fades out.
appears.
with product.
replaces silhouette.
choice.”
VO: “jcpenney.”
VO: “With exclusive
VO: “jcpenney gives you
VO: “to express your
brands like Aldo, Mango
so many ways...”
style.”
Frame 2: Silhouette
Frame 3: Silhouette fills
Frame 4: Real woman
Frame 5 VO: “Give joy.”
Frame 6: Music fades out.
appears.
with product.
replaces silhouette.
VO: “Give a lot without
VO: “From Mango to
VO: “jcpenney makes it
spending a lot.”
American Living to
easy to reward those on
Cuisinart...”
your ‘nice’ list.”
and Cindy Crawford Style...”
Joy: 15-second
Frame 1: Music fades in.
VO: “jcpenney.”
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Total Print – Magazine
What: 101 full-page 4-color ads in 10 magazines. Why: Transitioners read 6+ magazines a month. How Many: 361,000,000 impressions How Much: $13,700,000
Parenting
Parenting: 6 full page, 4-color ads: $1,000,000
American Baby: 6 full-page, 4-color ads: $1,200,000
Fashion
People StyleWatch: 11 full-page, 4-color ads: $900,000
Vogue: 12 full-page, 4-color ads: $1,600,000
Bridal
Women Interests
InStyle: 12 full-page, 4-color ads: $1,800,000
Modern Bride: 12 full-page, 4-color ads: $1,600,000
Elle: 12 full-page, 4-color ads: $1,200,000
Marie Claire: 12 full-page, 4-color ads: $1,400,000 Glamour: 12 full-page, 4-color ads: $1,600,000
Cosmopolitan: 6 full-page, 4-color ads: $1,400,000
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Search Engine Marketing
Video Websites Pre-roll
Why: SEM is the top method to drive consumers to the jcpenney website.
Why: 43% of Transitioners visit YouTube or Hulu at least once a month.
What: Search engine marketing on Google, Bing and Yahoo. How Many: 480,000,000 impressions
How Many: 9,000,000 impressions How Much: $1,100,000
How Much: $1,500,000
Campaign Keywords
What: 15-second advertisement on Hulu and YouTube.
Brand Keywords
Outdoor
What: 25 GRP/showings of 14’x48’ outdoor boards placed in hot markets. Why: Outdoor has a 125 index for Transitioners. How Many: 80,000,000 impressions How Much: $3,900,000
Discover
style.
Dating Website Rollover Banners
What: 336x280 pixel banner advertisement on Match.com and eHarmony.
Why: “Me’s” represent 25% of the total monthly visits to online dating services. How Many: 200,000,000 impressions How Much: $3,000,000 A
B
Celebrate
choice.
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Color-sensitive Digital Mall Display
Cinema
interactive mall displays in the hot
Why: Cinema advertising recall is three times greater than television.
What: 15 color-sensitive backlit markets.
Why: Engages shoppers by reflecting
What: 15-second commercial in 75 theatres in hot markets. How Many: 55,000,000 impressions How Much: $1,100,000
the color of their clothing onto the display. How Many: 378,000,000 impressions How Much: $650,000
Added Value - Media Banners
What: Banner ads on websites of purchased media (Academy Awards, Olympics, network and cable television channels, and magazines). Why: Ads will increase reach by 10%. How Many: 249,600,000 impressions How Much: Free as bonus weight.
Considered, But Not Recommended What: Radio Interactive Transparent Mall Display What: 15 interactive transparent mall displays in hot markets. Why: Transparent displays allow
Why: The campaign is visually driven. What: Newspaper
Why: Daily readership is below average for Transitioners and the jcpenney insert program covers the newspaper category.
shoppers to incorporate themselves into the advertisement, which helps generate buzz. How Many: 378,000,000 impressions How Much: $650,000
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Earned Media makes jcpenney a part of the consumer conversation.
Objectives
110th Anniversary Guerrilla RV Event
Olympics “Summer Star” Contest
Beginning April 14, 2012, jcpenney will tour in the “Miles
Women will be asked to submit a 60-second video to be
of Style” RV to the hot spot markets. Once there, a
in the next jcpenney television commercial. The winner
team of jcpenney employees will provide makeovers to
will be featured in the summer Olympics commericals
jcpenney customers. Destinations will remain a secret
and will receive a $5,000 shopping spree.
until the day of its arrival. Locations will be announced
Why it Works:
Academy Awards Ceremony
exclusively on Twitter and Facebook. An on-going blog
Similar to the profitable and praiseworthy “Real Women
on Tumblr will chronicle the event.
of Dove” campaign, this approach breaks from the
Prior to the Academy Awards, simultaneous fashion
Why it Works:
category tradition by asking real women instead of
•
Create buzz for jcpenney campaign and support the seasonal events
•
Create events to reach Transitioners
•
Build an active community of jcpenney followers
•
Build on existing jcpenney causes
Events
How it Works:
shows outside jcpenney stores break out in a flash
How it Works:
These events are attention-grabbing and will create
How it Works:
models to try out for a national commercial.
a community of jcpenney
mob style. Videos of each market will be immediately
followers.
uploaded to YouTube.
Holiday Sales Event: “Monday Before” How it Works:
Why it Works:
jcpenney preempts the holiday shopping season the
The fashion shows will generate buzz for the Academy
Monday before Black Friday by launching “Monday
Awards telecast and alert shoppers of the “red carpet
Before,” a special event in which jcpenney Facebook
ready” looks available at jcpenney.
fans receive push discounts as deep as Black Friday’s. Why it Works: It will differentiate jcpenney from other retailers by Sales Event: “World’s Biggest BOGO”
offering a specialized savings day.
How it Works:
In honor of jcpenney’s 110th anniversary, every Tuesday in April shoppers who spend $110 or more will receive $110 worth of jcpenney store credit. Why it Works: Tuesday is the slowest day for retail sales and BOGO (buy one, get one) events have proven successful for similar retailers.
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Media Partnerships
Merchandise Partnerships
Brand Partnerships
How it Works:
How it Works
How it Works:
Match.com and eHarmony
Elie Saab
Co-Branded Credit Card: Visa
A “personal stylist” smartphone application will be
jcpenney will offer an exclusive line of Elie Saab fashion
jcpenney will partner with Visa to create a jcpenney/Visa
featured on Match.com and eHarmony that Transitioners
merchandise.
credit card that can be used anywhere. Cardholders
can use for assistance in selecting the “perfect outfit.”
Why it Works
will earn points for all purchases and bonus points for
Saab is a highly regarded fashion designer and has
purchases made exclusively at jcpenney.
Similar to other fashion applications, this promotion will
dressed high-profile celebrities, such as Beyoncé, Halle
Why it Works:
build buzz amongst the “Me’s.”
Berry and Angelina Jolie, who appeal to Transitioners.
Like Amazon and Target, co-branded cards have
Great Bridal Expo
Anne Hathaway
To extend the media purchase targeted to “We’s”, a
Create a partnership with Anne Hathaway to design an
co-sponsored booth with Modern Bride will feature
exclusive line of clothing and housewares.
literature about jcpenney’s bridal registry merchandise
Why it Works
at the Great Bridal Expo touring tradeshow.
Anne Hathaway was selected to host the 2011
Why it Works:
Academy Awards for her appeal and relevance to
The Great Bridal Expo reaches 80,000 “We’s” in hot
women in the jcpenney target audience.
Why it Works:
proven to add value, profit and customer retention. How it Works:
How it Works
markets with free additional media exposure. “Mommy Makeover” How it Works:
To extend the media purchase for the “Us’s,” a “Mommy Makeover” contest will be announced in American Baby magazine. Five winners will be selected and one will be featured each month for five months. Why it Works: Like other makeover campaigns, which generated thousands of entries, this will extend the reach of the paid media purchase.
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Owned Media allows jcpenney to directly engage with consumers by controlling the channel.
Objectives • • •
Develop ongoing mobile-rewards program to increase shopping frequency
PURL
How it Works:
by 10%.
Customized invitations containing personalized
Develop a loyalty program to increase customer shopping frequency and
URLs (PURL) will be mailed to jcpenney customers.
average ticket by 15%.
Users will be able to set up their own personalized
Increase number of jcpenney website visits by 10%.
shopping site that ties to the jcpenney rewards program.
Mobile
Why it Works:
How it Works:
PURL programs have proven to be 50% more
A smartphone application that allows Transitioners to search for and
effective than other customer retention efforts.
buy merchandise.
Cost:
Why it Works:
$3,800,000
It simplifies and customizes the Transitioners’ shopping experience.
Home
jcp.com
Select your favorite brands a.n.a. adidas adobe star aldo alfred dunner allen b alyx american living arizona bisou bisou bloni nites briggs new york corp byer california
Find my jcp Outfit
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Website
Recommended Changes: What’s Your Style?
My jcp
Users can select their style
A link directs customers to sign up
(modern, traditional, etc) to create a
for their own URL (PURL) where
customized shopping experience.
they can customize their shopping experience and receive merchandise updates.
What’s New? A feature showcases jcpenney’s fast fashion that pulls together the latest choices in one place.
Employee Favorites Associates will tweet their ‘likes’ based on merchandise in People’s StyleWatch, thus pushing and personalizing the latest looks.
Personal Shopper Users will be able to receive assistance with all matters pertaining to jcpenney and fashion. Live chat allows users to create a personal connection with jcpenney.
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In today’s retail environment, customers expect a highly personalized and integrated cross-channel brand experience. Every touchpoint has been mapped to provide Transitioners a highly customized and enjoyable shopping experience in order to maximize share of wallet for jcpenney.
Entering
How it Works:
Bag Expression
An interactive kiosk provides shoppers
How it Works:
the ability to navigate through the store
Reusable shopping bags will be sold to
on an electronic map and schedule salon or portrait studio appointments. Why it Works:
shoppers at a discount. Proceeds will be directed to a jcpenney charity of the
Discover.
customer’s choice.
This allows shoppers to quickly find what
Why it Works:
they want.
Reach.
It extends the campaign and creates positive buzz.
$19.99
Fashion Presentation
In-Store Expression
Black plastic mannequins and
Three dimensional jcpenney posters
branded price tags will emphasize
will be placed throughout the store.
How it Works:
How it Works:
jcpenney’s contemporary fashions.
Why it Works:
Why it Works:
This reinforces the campaign benefits
They better sell merchandise and
and links jcpenney with its exclusive
complement the campaign.
power brands.
Ce
leb
rat
e er
cov
Dis
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Express and Share How it Works:
Virtual Fitting
A photo booth enables shoppers
How it Works:
to take pictures of their looks and
Digital gesture recognition technology will be used to
share them with friends via social
display virtual outfits on customers.
media or e-mail.
Why it Works:
Why it Works:
This will encourage shoppers to try new styles and
This provides instant approval of
make additional purchases.
one’s friends, which is important when making purchasing
y
n
decisions.
Personal Touch Black Enamel Necklace Liz Claiborne $22
exit
How it Works:
The “I Make My jcpenney G.R.E.A.T.” program allows associates to personalize their work environment and share information. Why it Works:
Recommendations Based on Items You Like
Celebrate
This builds on the current jcpenney G.R.E.A.T. program used to motivate
Discover
associates. Crystal Accent Watch Bulova $53
Ruffle Silk Top Worthington $20
Sequenced Black Dress Bisou Bisou $40
Black Leather Pumps Aldo $49
Beige Leather Purse Mango $99
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February 2012
March
April
May
June
July
August
September
October
November
December
January 2013
Annual Sales Percentage (%)
7.2
7.9
7.7
8.4
7.7
7.4
8
7
7.5
10.1
14.7
6.4
Seasonal
Academy Awards
Holidays
Valentine's Day
Mother's Day
Father's Day
Independence Day
Weeks
6
13
20
27
jcpenney 110th Anniversary
5
12
19
26
2
9
16
23
Olympics / Back to School
30
7
14
21
28
4
11
18
25
2
9
16
23
30
Holiday Season Labor Day
6
13
20
27
3
10
17
Thanksgiving 24
1
8
15
22
29
5
12
19
26
Total
Impressions
Cost ($)
Christmas 3
10
17
24
31
7
14
21
28
Paid Media Print: Full-Page, 4-color 10 Magazines
361,000,000
13,700,000 29,200,000
Television: 15-second 5 Networks
890,000,000
Summer Olympics
280,000,000
7,000,000
Academy Awards
250,000,000
7,000,000
715,000,000
14,900,000
Cable: 15-second 6 Cable Networks Outdoor: Hot Spot Markets 80,000,000
3,900,000
Color-sensitive Digital Mall Display
25 GRP Outdoor Boards
378,000,000
650,000
Interactive Transparent Mall Display
378,000,000
650,000
Search Engine Marketing
480,000,000
1,500,000
Dating Website Rollover Banners
200,000,000
3,000,000
Video Website Pre-roll
9,000,000
1,100,000
Added Value - Media Banners
249,600,000 **
Digital
Cinema: Hot Spot Markets 15-second in 75 Theaters
55,000,000
1,100,000
Earned Media Promotional Events Great Bridal Expo
500,000 *
"Mommy Makeover"
200,000 *
Guerrilla "Miles of Style" RV Tour
1,700,000 *
Academy Awards Ceremony
1,700,000 *
Charity Reusable Bags
3,800,000 *
Olympics "Summer Star" Contest
20,000,000 *
Social Media
Owned Media Digital jcpenney Website
15,500,000 ***
Personal URL (Direct Mail)
3,800,000
Smartphone Application In-store
* 4,373,100,000
* ** ***
3,800,000
300,000 *
Funded by a separate jcpenney budget. Will be added as bonus weight with paid media. Covered under IT.
$87,500,000
6840 GRP Annual: 95% Reach/ 72 average frequency Monthly: 95% Reach/6 average frequency
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$100 Million Total Budget
Return on Investment By reaching 90% of Transitioners with a compelling
Academy Awards
message, at least half the audience should consider shopping at jcpenney. If only 13% of those who are
Paid Media
aware of the advertising become regular jcpenney
Summer Olympics
shoppers, an additional $948 million of annual revenue will be generated. This, coupled with a 15% increase in
Agency Fee
existing jcpenney shopper’s sales of $270 million, will yield a total of $1,218 million in additional annual sales. The result is $12 of revenue for every $1 spent on advertising.*
Local
Direct Mail (PURL)
Budget The $7.5 million agency fee is an estimate of the hours it will take to provide jcpenney with a dedicated team
Contingency
Digital Network Television
of management, planning, creative, media, production, traffic, social media, public relations and digital development. This fee returns $7.5 million to jcpenney to either add to the budget or to take to the bottom line. Cougar Concepts considers itself a partner with jcpenney and intends to provide high-caliber service
Magazine
that yields results. Because of this, Cougar Concepts proposes that the compensation be fee-based rather than commission-based. Cable Television
*See appendix for details
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Campaign Evaluation
Future Thoughts
Final Thoughts
Cougar Concepts will measure the effectiveness of the
This campaign sets into motion a self-expression
Cougar Concepts discovered that the jcpenney brand
campaign through:
movement that will pave the way for jcpenney to reach
is not just in the department store business, but in
•
A post-wave to the benchmark awareness, attitude
the 2014 goal of becoming one of America’s favorite
the self-expression business as well. By releasing the
and usage study
retailers.
benefits that jcpenney has hidden in plain sight, Cougar
•
The number of impressions in the connection
Concepts can re-connect the jcpenney brand with
schedule
today’s Transitioners. That is exactly what this campaign
•
The response to the PURL program
has been designed to accomplish; it is an insight-based
•
The number of fans generated by social media on
and fully integrated campaign that builds on the equity
Facebook and Twitter, and other digital applications
of the jcpenney brand.
Cougar Concepts asks you to provide measures of:
Cougar Concepts is confident that this plan will not only
•
Overall sales for the target
meet your objectives, but exceed them.
•
Comparable store sales of the system and the hot markets
•
Retention and sales from the PURL program
•
New credit card holders
•
Associate satisfaction of the overall program
The campaign will be adjusted based on market and
Thank you. When can we start?
jcpenney authorization
media dynamics.
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Online Articles AARPWashington. “ YouTube - MXYPLYZYK Store Tour .” YouTube - Broadcast Yourself. . N.p., n.d. Web. 7 Mar. 2011. <http://www.youtube.com/watch?v=sjbjuFQ64-g>. AARPWashington. “ YouTube - Paco Underhill on Channel 2 Israel March 2007 .” YouTube - Broad cast Yourself. . N.p., n.d. Web. 7 Mar. 2011. <http://www.youtube.com/ watch?v=xvJWRUBJNGI>. Adology. Sales Development Services, Inc., n.d. Web. 5 Mar 2011. <http://www.ad-ology.com/>. “American Baby Media Kit.” Meredith. Meredith Corporation, n.d. Web. 8 Mar 2011. <http://www. meredith.com/mediakit/ab/print/abmk_rts.html>. “America’s Families and Living Arrangements: 2010.” U.S. Census Bureau. U.S. Department of Commerce, n.d. Web. 5 Mar 2011. <http://www.census.gov/population/www/ socdemo/hh-fam/cps2010.html>. “America’s Shopping Destination for Discovering Great Styles at Compelling Prices .” jcpenney.net. jcpenny, n.d. Web. 3 Mar 2011. <http://www.jcpenney.net/about/jcp/default.aspx>. “CAC Research.” Cinema ad Council. Cinema Advertising Council, 2010. Web. 8 Mar 2011. <http:// www.cinemaadcouncil.org/cac_researchMain.php>. “Calculated estimated U.S. population of males and females with Fabry disease.” The National Fabry Disease Foundation. The National Fabry Disease Foundation, n.d. Web. 5 Mar 2011. <http://www.thenfdf.org/wsc_content/pics/user_upload/Fabry%20population.pdf>. Cardon, Mercedes. “Dollar Stores are Taking Walmart’s Lunch Money.” Daily Finance. AOL, 4 Dec 2010. Web. 4 Mar 2011. <http://www.dailyfinance.com/story/company-news/dollar- stores-walmart-customers-market-share-competition/19740366/>. Chang, Andrea. “Kohl’s is fitting in with the new frugality.” articles.latimes.com. Los Angeles Times, 30 Jan 2010. Web. 24 Feb 2011. <http://articles.latimes.com/2010/jan/30/business/ la-fi-kohls30-2010jan30/3>.
Gill, Cassandra. “The Colours of the Top 100 Web Brands.” Truly Deeply. Truly Deeply, 04 Feb 2011. Web. 5 Mar 2011. <http://www.trulydeeply.com.au/madly/2011/02/04/the-colours-of- the-top-100-web-brands/>. “Green Rankings: U.S. Companies.” www.newsweek.com. newsweek, 18 Oct 2010. Web. 15 Jan 2011. <http://www.newsweek.com/2010/10/18/green-rankings-us-companies.html>. “HFMUS.” ELLE Rates. HFM U.S. , 2011. Web. 8 Mar 2011. <http://www.hfmus.com/hfmus/media_ kits/fashion_beauty_design/elle/magazine_advertising/rates>.
Hiestand, Micheal. “An Olympic ratings analysis.” USATODAY. USATODAY, 8/24/2008. Web. 1 Mar 2011. <http://www.usatoday.com/sports/columnist/hiestand-tv/2008-08-24-olympics- ratings_N.htm>.
“Cosmopolitan Media Kit.” 2011 Advertising Rates. The Hearst Corporation, 01/01/2011. Web. 8 Mar 2011. <http://www.cosmomediakit.com/r5/showkiosk. asp?listing_id=3903638&category_code=rate&category_id=27809>. “Database Search UH Libraries.” Database Search. The University of Houston, 2010. Web. 8 Mar 2011. <http://info.lib.uh.edu/edbs/search/srds>. “Department Stores Industry Research in the US.” IBISWorld. IBISWorld, 07 Dec 2010. Web. 4 Mar 2011. <http://www.ibisworld.com/industry/default.aspx?indid=1090>. “eHarmony Media - Advertising Information.” eHarmony. eHarmony, Inc., 2010. Web. 8 Mar 2011. <http://www.eharmony.com/advertising>. envirosell. “ YouTube - Doug Miles interviews author Paco Underhill.wmv .” YouTube - Broadcast Yourself. . N.p., n.d. Web. 7 Mar. 2011. <http://www.youtube.com/ watch?v=IHADYEaQ8A8>.
riversharkinc. “ YouTube - Paco Underhill - Brasilshop 2008 .” YouTube - Broadcast Yourself. . N.p., n.d. Web. 7 Mar. 2011. <http://www.youtube.com/watch?v=xaRsmhP0dtM>. “Shopping Survey.” SurveyMonkey. SurveyMonkey, 20 Sep 2010. Web. 5 Mar 2011. <http:// surveymonkey.com/shopping_sur>. “Site Comparison of jcpenney.com (rank#46), macys.com (rank#82).” Compete. Compete, Inc., 2011. Web. 8 Mar 2011. <http://siteanalytics.compete.com/jcpenney.com+macys. com/>.
“How to Price Vinyl Banners.” Airpark Banner & Signs. N.p., 2006. Web. 15 Feb 2011. <http://www. airparksign.com/banners/how-to-price-vinyl>.
“The Parenting Group Media Kits/Parenting/Parenting early Years/Rates, Closing dates, Rates.” The Parenting Group. The Parenting Group, Inc., 2010. Web. 8 Mar 2011. <http://www.theparentinggroupmediakit.com/p_early_rates.php>.
“Hulu - About.” Ad Specs. Hulu, 2011. Web. 8 Mar 2011. <http://www.hulu.com/about/advertising/ adspecs>.
“Wedding DJ Cost.” CostHelper. N.p., July 2007. Web. 15 Feb 2011. <http://www.costhelper.com/ cost/wedding/wedding-dj.html>.
“InStyle Media Kit l InStyle l General Ad Rates.” InStyle. Time, Inc., 2011. Web. 8 Mar 2011. <http:// www.instyle.com/instyle/static/advertising/mediakit/instyle/generalad.html>.
“World’s Most Admired Companies.” Fortune. CNN Money, 22 Mar 2010. Web. 4 Mar 2011. <http:// money.cnn.com/magazines/fortune/mostadmired/2010/full_list/>.
“Investor Overview.” investor.shareholder.com. Dillard’s, 03 Mar 2011. Web. 4 Mar 2011. <http:// investor.shareholder.com/dillards/?splashlink=footer_investor>.
“YouTube - Audience & Targeting.” YouTube Advertising. YouTube, 2009. Web. 8 Mar 2011. <http:// www.youtube.com/t/advertising_targeting>.
jbatistaj2. “ YouTube - Money$marts - Paco Underhill Feature .” YouTube - Broadcast Yourself. . N.p., n.d. Web. 7 Mar. 2011. <http://www.youtube.com/watch?v=RghUwYUHDUA>.
Articles “ELIE SAAB popularity and ELIE SAAB trends.” Marshall IDX. Marshall Index Corporation, 08 mar 2011. Web. 8 Mar 2011.
“Marie Claire Media Kit.” Media Rates. Hearst Corporation, 2011. Web. 8 Mar 2011. <http://www. marieclairemk.com/r5/showkiosk.asp?listing_id=3866738&category_id=19147>. “Match.com MediaRoom-Media Kit.” Match. Match.com, L.L.C., 2008. Web. 8 Mar 2011. <http:// match.mediaroom.com/index.php?s=23>.
Holmes, Elizabeth. “Fashion Week Tips Hat to Blog Site.” Wall Street Journal 9 Feb 2011: B8. Print. Kelley, Larry, and Donald Jugenheimer. Advertising Media Workbook and Sourcebook. 2nd ed. Armonk, New York: M.E. Sharpe, Inc., 2008. 110-14. Print.
“MEDIAKIT.” Condé Nast. Condé Nast, 09/20/2010. Web. 8 Mar 2011. <http://www. condenastmediakit.com/gla/genrates.cfm>.
Pegler, Martin M.. Visual merchandising and display . 5th ed. New York: Fairchild Publications, 2006. Print.
“MEDIAKIT.” Condé Nast. Condé Nast, 09/20/2010. Web. 8 Mar 2011. <http://www. condenastmediakit.com/vog/genrates.cfm>.
Schechner, Sam, and Ethan Smith. “Oscar Show Aims at More, Younger Fans.” Wall Street Journal 24 February 2011: B8. Print.
“Media Planning Guide.” Clear Channel Outdoor. Clear Channel Outdoor, Inc., 2010. Web. 8 Mar 2011. <http://www.clearchanneloutdoor.com/resources/sales-and-marketing/media- planning-guide/>.
How Cougar Concepts Got The Numbers Based on jcpenney annual report, the total revenue for 2009 was $17.6 billion. Based on the case study, jcpenney reports 31.3 million customers.
“Movable Tower Light.” Alibaba.com. N.p., 2011. Web. 15 Feb 2011. <http://www.alibaba.com/ showroom/movable-tower-light.html>.
$17,556 billion/31.3 million customers= $561 per customer. Based on the case study, 25-34-year-olds represent 10.6% of jcpenney sales, or $1,861 million. Based on the case study, there are 3.8 million jcpenney customers ages 25-34.
“Color Sensitive Interactive Billboard.” Vimeo. Web. 14 Mar 2011. <http://vimeo.com/10695851>. “Corporate Overview.” Target. Target, n.d. Web. 4 Mar 2011. <http://investors.target.com/phoenix. zhtml?c=65828&p=irol-homeProfile>.
“Rates, Dates & Specs.” People StyleWatch. Time Inc., 2011. Web. 8 Mar 2011. <http://www.people. com/people/static/stylewatchmediakit/rates.html>.
Neely, Brett. “J.C. Penney To Close Catalog Business, Outlets.” National Public Radio. National Public Radio, 25 Jan 2011. Web. 5 Mar 2011. <http://www.npr. org/2011/01/25/133200323/j-c-penney-to-close-catalog-business-outlets>. “Online Advertising by Google.” Google AdWords. Google, 2011. Web. 8 Mar 2011. <https://www. google.com/accounts/ServiceLogin?service=adwords&hl=en&ltmpl=adwords&passi ve=true&ifr=false&alwf=true&continue=https://adwords.google.com/um/gaiaauth?ap t%3DNone%26ugl%3Dtrue>.
Fitzgerald, Drew. “JC Penney Installs Touchscreen Interfaces At 120 Stores.” The Wall Street Journal. Dow Jones & Company, Inc., 07 Feb 2011. Web. 5 Mar 2011. <http://online.wsj.com/ article/BT-CO-20110207-709205.html>.
“Press Releases.” kohlscorporation.com. Kohl’s, 01 Mar 2011. Web. 4 Mar 2011. <http://www. kohlscorporation.com/InvestorRelations/press.htm>.
floralparkkid. “ YouTube - Paco Underhill in Ruse, Bulgaria_6 .” YouTube - Broadcast Yourself. . N.p., n.d. Web. 7 Mar. 2011. <http://www.youtube.com/watch?v=Tiijm2NDWj4>.
“Profit Rises for J.C. Penney, but Discounts Are a Concern.” New York Times (2010): n. pag. Web. 3 Mar 2011. <http://www.nytimes.com/2010/11/13/business/13shop.html?_r=2>.
“Focus Groups.” University of Wisconsin-Extension. Downtown and Business District Market Analysis, n.d. Web. 4 Mar 2011. <http://www.uwex.edu/ces/cced/downtowns/dma/7. cfm>.
“PSFK presents Future of Retail report.” Upload & Share PowerPoint presentations and documents. N.p., n.d. Web. 1 Feb. 2011. <http://www.slideshare.net/PSFK/psfk-presents-future- of-retail-report>.
$1,861 million/3.8 million= $489 per customer. If Cougar Concepts moves sales from 10.6% to 16% of jcpenney total sales; that is $2,809 million or $948 million incremental. This is an increase of 51%. It would be adding an additional 1.938 million customers at $489 per customer, which will yield $948 million. Note that this is not increasing the current average revenue per customer. If Cougar Concepts increases the average revenue per customer to $560, the new incremental revenue would be $1,085.280 million. If current sales are moved from $489 to $560 per customer, there would be an incremental gain of 15%, or $71 x 3.8 million= $270 million.
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Account Director Traffic Director
Plans Book Art Director
Plans Book Editor
Account Planning
Brittany Rodriguez Matthew Martinez Gabrielle Nguyen Jaime Alvizar Randy Cantu Henry Lee Ngoc Nguyen
Creative
Ambreen Salim Whitney Grohman Kristin Bird Katie Hartshorn Courtney Kaminski
Media
Scott Gilbert Esteban Bazan Jeanette Esquivel Mike Le
Public Relations
Kelly Rizzo Alex Benitez Rhonda Vaca
In-Store
Advisors
Stephanie Villacorta Larry Kelley Rosario Laudicina
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Diamond Donations Friends of University of Houston Advertising University of Houston Lopez Negrete Communications, Inc. Western Litho
Silver Donations Beatrice Houng Le Pham Frank Hill Corrence Rizzo Lorenzo Diaz Sharon Edwards
Platinum Donations Advertising Education Foundation American Advertising Federation - UH
Ronnie Cantu Ricardo and Joanna Zapata Ad 2 Houston
Kelsey Edwards FKM Advertising Agency Peregrine Oil & Gas II, LLC
Bronze Donations Hanh Nguyen Schneider & McKinney, P.C.
Gold Donations Erin and Robert Steele Maria Vaca
Jose and Belen Vara Emilio Rodriguez Ronald and Roberta Brightwell Frank Rodriguez Imelda Bazan Yamaha Motorsports Jesus Dela Fuente Do Le
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