ADVERTISING COMPT ENT ET D U
PORTLAND STA TE U
B BRANDR
ITY ADV 2011 POR ERS TL NIV
N ITIO
GON NATIONAL , ORE ST AND
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EXECUTIVE SUMMARY CONTENTS 1 2 3 4 5 6 7 8 9 10 11 12 14 16 17 18 20 21 22 24 26 28 30 31
Executive Summary Industry Rundown How Does JCP Fit? Research Methods + Goals Female Fast Facts Key Insights Moxie Movers Manifesto What Does This Mean for JCP? Campaign Objectives Inspirations Big Idea Communication Strategy Media Strategy TV Print Ambient + Guerilla Outdoor Radio Digital Social Media Public Relations So-Motion POS Mobile + Portable Devices Media Schedule Metrics and Evaluation Budget Breakdown Bibliography + Team
Task at Hand JCP lives in a highly condensed and competitive industry. To avoid fading into the background, JCP needs to distinguish itself by creating a distinctive voice relating to women 25-34. JCP must leverage its retail innovative emphasis to create a deep emotional connection with these women, communicating with them in a way that is relevant to their lives. Groundwork To genuinely understand women 25-34, multiple research methods provided insight into the target audience. This research identified a group of women that are sassy, savvy, and smart. They have a unique presence and voice as they accomplish milestones such as pursuing careers or starting families. These women are constantly on the go while they multitask, moving gracefully between their dynamic roles without missing a beat. These women display moxie as defined by Webster’s dictionary as, “ full of energy, courage, determination and know-how.” Always active and on the move, these are the Moxie Movers. Moving Forward JCP has also accomplished multiple milestones, includ-
ing becoming one of the first major online retailers. Through its innovations, JCP has proven to be bold and ready to move forward with consumers. JCP must initiate a conversation with Moxie Movers by demonstrating that it moves with them. This conversation will empower and celebrate the Moxie Movers’ way of life, leveraging the unique strengths of the JCP brand. The creative and media strategies will work together to orchestrate a fluid message resonating with Moxie Movers. The executions will celebrate moves these Moxie Movers naturally perform on a subconscious level, demonstrating that JCP identifies with them. An integrated media strategy will move with Moxie Movers throughout their days. The combination of paid, owned, and earned media channels will tailor the message directly to how Moxie Movers live their lives. The pages that follow expand on how the creation of a distinctive voice will relate JCP with Moxie Movers. This voice will establish audience connection and conversation, leading to interaction mutually benefiting JCP and Moxie Movers. Portland State University
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INDUSTRY RUNDOWN The department store industry is highly concentrated, as the number of major companies has dropped from 35 to 13 since 1980. Today, the remaining stores focus on brand positioning to differentiate themselves in the industry. The strongest companies then focus on creating relatable brand voices for consumers. Although these voices may shift based on sales initiatives, they always stay true to a brand’s identity. Major Players The most competitive department stores have widely recognized brands with distinctive voices relating to their customers’ lives and needs. Macy’s, Walmart, Target, and Kohl’s hold strong positions in the industry and speak in unique voices.
Current Trends
Macy’s
Target
Social Media
Macy’s voice is American Classic, capitalizing on its history and American culture. The Macy’s Day Parade and recent advertisements link to American culture through celebrities and American brands.
Target takes a phrase that in the past was used to mock the store—“Cheap Chic”—and celebrates it. Advertisements leverage its exclusive designers, highlighting affordable products with unique styles.
Brands have widely adopted social media to speak directly to customers and develop stronger relationships. Research shows stores with effective social media campaigns are perceived as up-to-date.
Walmart
Kohl’s
Walmart identifies with affordability and value. The Walmart tagline, “Save money. Live better.”, and other messaging speak to how the store recognizes this consumer desire.
Kohl’s positions itself as the family value store. Advertisements highlight affordable products for everyone in the household. The brand’s, “expect great things” voice is consistent with its family value identity.
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Mobile Mobile usage is influencing the way stores interact with customers. These devices provide unique ways for brands to interact with people through mobile apps, location-based services, and QR codes.
HOW DOES JCP FIT?
“At JCPenney, ‘Every Day Matters,’ and what matters to our customers, matters to us. That is why JCPenney offers the most desired brands in retail – brands that reflect the unique needs and aspirations of our customers.” - JCP Investor Fact Book JCP has assumed multiple roles over the years in response to consumer demands, helping shape the industry as it moves forward with consumers. This evolution has placed JCP at the forefront of many industry milestones. Milestones • • • • • • •
Expanded rapidly to keep up with the 1940’s suburban sprawl Was one of the industry’s first to nationally advertise Spearheaded new use of catalogs within the industry Lead the industry into e-commerce and continues to be a successful online retailer Integrated online and offline experience with in-store kiosks Recognized multiple times as industry leader in sustainable practices Was one of the first in industry to create mobile applications
Key Strengths • • • •
JCP is a highly recognizable brand within the industry The company has more than 1,100 stores and is ranked among the top e-commerce sites JCP has a strong social media presence with a Facebook following of 1.5 million JCP has consistently been able to recognize industry trends over the years
Key Weaknesses • •
JCP’s voice has been lost among the competition JCP’s price-centric messaging does not excite the target audience
1,108
Store Locations
1,582,104 Facebook Fans
13% Approximate percentage of store base that is less than five years old.
Key Opportunities •
Positioning a brand as “innovative” has yet to be owned by any industry players
Key Threats •
Boutiques are in higher demand than ever before, infringing upon the department store industry by grabbing the attention of consumers
New JCP logo revealed on February 22, 2011.
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RESEARCH METHODS + GOALS
SNAPSHOT
PRIMARY RESEARCH
Here are some of the research methods used to learn more about the target audience.
Photos from Shopping Discussion #5.
Shopping Journals Blog Mining Card Sorting Questionnaires Street Interviews Dear Santa Letters Shopping Discussions Past, Present, Future Timelines Social Media Mining
CULTURAL STUDIES
SECONDARY RESEARCH
Movies Television Female Magazines Books Advertisements Comedians
Simmons Mintel Pew Internet comScore Retail Forward Fashion Marketing Women’s Wear Daily
TARGET AUDIENCE INSIGHTS
The initial target audience was defined as college educated, urban, working full-time, and making $53-80k. To better understand the portion of this audience that best fits with the direction JCP is headed, research was undertaken with the following goals. • • •
Become immersed in the audience’s world and gain a sense of the female culture Gain a deep understanding of beliefs, assumptions, and social connections of the audience Uncover how references, rationales, and milestones/ life stages influence shopping behaviors
Secondary research provided a general understanding of 5
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how to define these women, but these women define themselves beyond what statistics can demonstrate. To hear directly from these women, ethnographic investigations were used. These methods offered them a voice and recognized them as people, not consumers, per se. Cultural studies looked to popular culture surrounding this audience and showed how these women form meaning, beliefs, and social circles within contemporary society.
FEMALE FAST FACTS “It’s nice to be noticed, but I don’t wake up in the morning looking for compliments.” -Justine, 25
KEY INSIGHTS She is a trendsetter in every aspect of her life. Women are natural born leaders. They are confident in every move they make and friends go to them for advice. They do not follow trends, they set them. She thinks JCP is her “mom’s store.” Growing up, women became familiar with JCP when shopping with their mothers. These memories stick with them, leading to perceptions of JCP as a place where their moms shop rather than an exciting destination. She is in constant transition. Women are continuously moving through multiple milestones and life stages. They achieve their goals effortlessly and with poise. She seeks affirmation not validation. Women have a sense of independence but recognize that they are part of a bigger community. They are confident in themselves but appreciate being recognized. Multitasking is more than a word, it’s a reflex. Time is a valuable resource for women. They do multiple things at once without even thinking about it. With efficiency and skill, they can carry all their daily necessities, talk on the phone, eat lunch, and hold a conversation with a friend walking beside them. These women are bold and independant. They know who they are and where they are going. They are Moxie Movers.
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MOXIE MOVERS’
A Moxie Mover embodies confidence, determination, optimism, and is always in the know.
MANIFESTO There isn’t a single role they use to define themselves. They have the ability to orchestrate a life full of important relationships and chores intermingled with significant milestones. They are constantly moving with energy and spirit.
Shopping Types
1 Ms. Grab + Go
Moxie Movers move seamlessly through the multiple roles they play. Throughout their life stages, they develop their own moves that are subconciously practiced and refined. They are more educated and connected through technology. By the time a Moxie Mover reaches her 30s, pressure to conform to the outside world of finding a partner and settling down is prominent. Whether she wants a baby or not, she becomes aware of her biological clock. Despite the complexity of her life, she is optimistic and driven to fulfill her dreams. Moxie Movers desire products and services that save time, facilitate social connections, and contribute to happiness for themselves and their loved ones. Shopping depends on the experience, what they like and dislike, and their expectations and connection with the brand. Moxie Movers are complex individuals who experience many emotions influenced by their life styles. They seek affirmation not validation. They make a conscious effort to support companies with values that align with their own.
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Lone Browser
Retail Therapy
The Hunter
Girls’ Day Out
Lifestyles
Princess in Waiting
Ms. Independent
Ritual Re-inventor
Slow + Steady
Full Nest
“Ms. Grab + Go” purchases for quality and value, then leaves the store immediately. The “Lone Browser” enjoys a shopping day alone. The “Retail Therapy” shopper takes time to care for herself. The “Girls’ Day Out” focuses on enjoying another’s company. “The Hunter” is alert and determined to find a bargain. “Princess in Waiting” is actively searching for a partner. “Ms. Independent” knows marriage isn’t for her. “Ritual Re-inventor” is a single mom. “Slow + Steady” enjoys her marriage before kids. “Full Nest” is a married couple with kids.
Externalities
Values
Drivers
•
Equality. Love. Self-Reliance. Synergy. Thriftiness. Structure. Health. Honesty. Emotional well-being.
Power. Control. Trends. Uniqueness. Individuality. Rewarding moments.
• • • • • • •
Many are either entering or passing a milestone in life Take pride in their homes Interested in anything that is designed to save them time Take little time for indulgences in what they enjoy most Tend to place others’ priorities above their own Make lists and determine time allocations for activities Take control over household spending and costs Understand they cannot control everything, but make sure they are very knowledgeable in the categories that they can control
Hopes Attitudes Change is constant. Quality trumps price. Living life to the fullest.
Future of relaxation. Build relationships on appreciation. Professional fullfillment.
Motivations
Fears
Community. Self Empowerment. Success. Practicality. Usefulness. Multifunctionality.
Financial distress. Not having time. Not being appreciated. Being a “boring adult.”
Say It Proud
Enriching Relationships
JCP needs a strong voice to relate with Moxie Movers and differentiate itself from the competition. A strong voice and personality will reposition attitudes about JCP being outdated and cheap, moving perceptions to savvy and confident.
Moxie Movers build community by relating through stories. As JCP tells its story, it will create relationships and connect with Moxie Movers in the same way they connect with each other.
Move Forth Moxie Movers are leading the way in their own lives by breaking traditions, conquering milestones, and accomplishing more than ever in a single moment. JCP has also passed through multiple milestones and been recognized as an industry pioneer throughout the 20th century. To connect with Moxie Movers, JCP must focus on stimulating them with fresh, distinctive messaging. Doing so will allow JCP and Moxie Movers to continue to move forth together.
Campaign Objectives This campaign will allow JCP to establish itself within the Moxie Mover community. By being a part of their lives, the campaign will accomplish the following: •
•
•
WHAT DOES THIS MEAN FOR JCP?
WHAT DOES THIS MEAN FOR JCP?
Increase the number of women 25-34 who include JCP in their consideration set by 35% during the 12 month period of Feb. 2012–Jan. 2013 Increase JCP share of wallet among women 25-34 by 25% during the 12 month period of Feb. 2012–Jan. 2013 Increase visits to JCP stores and the JCP website among women 25-34 by 20% during the 12 month period of Feb. 2012–Jan. 2013
Value relationships. Adapt quickly to new challenges. Recognize new trends and make them their own.
JCP
Strong historic brand. Innovator in the retail industry. Accomplished multiple milestones. Strong geographic and online presence.
MOXIE MOVERS Likes to save time. Craves excitement. Values community. Hits major milestones. Time and money is valuable. Portland State University
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INSPIRATIONS Other brands have successfully connected with Moxie Movers in the past. To help determine the best way to initiate the JCP campaign conversation, these past successes were reviewed.
Dove: Campaign for Real Beauty
Levi’s: All Asses Were Not Created Equal
Pantene: You Can Shine
Dove’s “Campaign for Real Beauty” connected with women in a way few brands ever do. Dove recognized the modern woman’s intelligence and spoke to her with sincerity and understanding. The campaign genuinely connected with the female audience by acknowledging a “truth” shared by all women that the media distorts perceptions of beauty.
Levi’s “All Asses Were Not Created Equal” campaign resonated with women in a big way. Through insights generated from over 60,000 women worldwide, the campaign empowered women as individuals and made them feel as though the brand understood their distinctive needs. Despite some criticism over the campaign name, Levi’s efforts were hugely effective in reaching today’s women.
Pantene’s “You Can Shine” campaign empowered women . It did not just say “be confident,” but it actually demonstrated the idea of confidence through emotional storytelling. It celebrated the strength of embracing inner beauty. For hair care products, such an emotional appeal is unconventional. The holistic branding and online strategies were effective in delivering a powerful message of overcoming the impossible with a little perseverance.
Schick: Mow the Lawn
Mercedes Benz: Beauty is Nothing Without Brains
The Schick Quattro “Mow the Lawn” campaign was built on the discovery that women speak in code when referring to the area “down there.” Making use of this insight, Schick launched an integrated campaign that gave women an opportunity to talk, blog, and connect. This campaign effectively spoke to 25-34-year-old women through humor and innuendos, creating tremendous buzz.
The Mercedes-Benz “Beauty is Nothing Without Brains” campaign is a perfect example of the power of mocking other ads that downgrade women. Today’s woman wants to be intellectually challenged and acknowledged. Mercedes-Benz was able to effectively tap into this desire, both celebrating and respecting the modern female audience.
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BIG IDEA
“Time to get the kids up and ready, off to work, then home to clean, laundry, supper, gifts to wrap, clean the shower- then maybe relax?” -Dawn, 33 To establish a stronger, more distinctive voice, JCP must inspire an emotional connection with Moxie Movers, communicating that it understands and is able to keep up with their milestones, multitasking, and multiple roles. Moxie Movers thrive on connections. Demonstrating an understanding of their lives will allow JCP to connect with these women in the same way they connect with each other.
Living in Transition
Tone
Moxie Movers are currently experiencing multiple milestones including new careers, families, and homes. For the first time, these responsibilities bring forth the experiences of adulthood. They are constantly busy and on the move, stressed but hopeful. Moxie Movers are confident in themselves but appreciate being recognized. They want affirmation but do not need validation.
Tone is also key in this campaign to ensure JCP’s distinctive voice is clearly established. To empower and relate with Moxie Movers, the tone must be confident but mysterious, sassy and smart. As these women move into adulthood, JCP needs to relate to them throughout their busy lives as they move through their day, allowing them to stay mysterious and sexy.
JCP is also always on the move, constantly innovating and progressing with the times and its customers.
She’s Got Moves
This gives JCP the unique opportunity to connect with Moxie Movers in a believable way by demonstrating that JCP moves with them. It allows JCP to tell a story relating with Moxie Movers by confidently celebrating the milestones and multiple roles in their lives. It relates the JCP brand to this busy, transitioning audience through empowerment and inspiration.
To use this opportunity and apply this tone, the campaign will celebrate the moves these women do on a daily basis but are too busy to consciously notice. It will feature moves by women representing different roles, milestones, and experiences to which Moxie Movers can relate on a day-to-day basis. The moves they perform will show the similarities and contrasts among these different women, creating a connection with Moxie Movers that shows JCP understands and identifies with this audience.
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COMMUNICATION STRATEGY
Breaking Barriers These obstacles and solutions influenced the following guidelines for the creative direction of the campaign: •
To effectively communicate with Moxie Movers, the conversation needs to deliver the JCP brand through a distinctive voice. Several communication obstacles must be maneuvered for the big idea to work.
• • •
Obstacles
Rewrite the recipe used to advertise department store products and services Illustrate movement through imagery and language Interpret movement in a physical, emotional, and disruptive manner Speak to the everyday woman in a way that embraces and appreciates her
Appeal to Moxie Emotions
Moxie Movers are constantly bombarded with messages
Moxie Movers have misconceptions of JCP brand
Moxie Movers are already loyal to other brands
The ego segment recognizes that purchases are emotionally important to the people. Such purchases allow Moxie Movers to fulfill their selfconcepts. Advertisements using this approach are image-based and speak on a personal level.
How Strategy Will Overcome
Leverage strengths of the brand to develop a strong voice relating to Moxie Movers
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Taylor’s Six Segment Strategy Wheel is a message model that illustrates six different communication approaches to advertising. For this campaign, ego and social appeals will communicate effectively to Moxie Movers.
Enter the conversation, recognize smilarities, and develop strong relationships with Moxie Movers
Integrate with the Moxie Mover life instead of interrupting it
The social segment appeals to purchases that are used to make a statement to others. While Moxie Movers do not need validation from others, these purchases allow them to affirm and recognize each other within their community. The campaign will make heavy use of social media and other engagement efforts to create community and relationships with and among Moxie Movers.
MEDIA STRATEGY Objectives An effective communication strategy relies on a strong platform where conversations can be held. To best connect with Moxie Movers, a touchpoint strategy was developed around the following: •
•
• •
Achieve 45% reach among Moxie Movers with an average frequency of 4.5 during a typical 4-week period Leverage key sales and branding opportunities that relate to Moxie Movers throughout the campaign timeline Select media that best support the creative thrust of the campaign Achieve all media objectives within the budget of $100 million
As shown in the media schedule (page 28), this campaign will be timed around key brand and sales initiatives. These initiatives will best leverage moments when Moxies Movers are most likely to act. Brand Initiatives • Red Carpet • Olympics • Elections Sales Initiatives • White Sale • Spring Fashion • Wedding • Back to School • Fall Fashion • Holiday
Innovative uses of traditional media will communicate with Moxie Movers, a group that redefines the meaning of tradition. This strategy will also push the limits of non-traditional media to connect with these women.
TV
Cable Network
Lifestyle Magazines Mobile Tags
RADIO
OUTDOOR
Transit Fash Mob Stair Takeover
Online Promo Support
SOCIAL MEDIA Facebook Twitter
PR
DIGITAL
Let’s Keep Moving
Rich Media Video
AWARENESS
INTEREST
ENGAGEMENT
STIR BOUTIQUE BUS
Approaching the Platform An audience that is always on the move needs an integrated media strategy that moves with them throughout their day. Paid, owned, and earned media will be used together to guide Moxie Movers from awareness to interest to engagement to action.
Communication Touchpoints
To help stir excitement in the early periods of the campaign, five chosen splash markets wil help create additional buzz. • • • • •
San Francisco Dallas Miami Chicago New York
Engagement Ads JCP Stir Tab Twitter Geolocation
MOBILE
POS
Home Designer QR Codes/Moxie Tags Color Matcher Employee Communications Mobile Ads Kiosk/Instore Navigation
ACTION PAID
MOXIE MOVERS
OWNED EARNED
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TV [AWARENESS]
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“Moxie Morning” This :30 spot showcases how Moxie Movers are all connected by their daily
TV will be used to kickstart awareness of the campaign and help establish JCP’s voice. TV is still the best reach medium available. Almost half of Moxie Movers use TV as their primary source of entertainment. Network Network TV will be used as a big splash, broad reach medium. To counter DVR time-shifting, a focus was made on event-specific newsworthy primetime programming such as award shows like The Oscars
routines. These routines are influenced by life stages and inspire unique moves among Moxie Trend Setter welcomes the day
Movers. 7
Professional wakes with a stretch 8
Cable Cable TV will used to begin narrowing down to target specific lifestyles and hit Moxie Movers with higher frequency. Multitasking Moxie Movers often have other devices active while watching TV such as smartphones, tablets, and laptops. Seventy-nine percent of women watching television while online visit websites directly related to the TV program they are watching. For this reason, TV will guide Moxie Movers through awareness into interest and engagement by driving traffic to the store website and social media networks.
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Mom brushes up on the day’s plan
Trend Setter sets up her look 13
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Trend Setter adds the final touch
Mom is on the move
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5
4
Mom wakes up to ovation 9
Professional gets morning updates
15
Professional starts off with a hop in her step 12
Mom dressing the part
Trend Setter finds an outfit that shines 16
Professional is ready for action
Mom reads news 11
10
Professional aims to impress
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17
Professional gives last look 18
Trend Setter is poised to make a point
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PRINT [AWARENESS] While network TV reaches a broad audience, print caters to specific lifestyles and life stages. Moxie Movers are heavy magazine readers, devoting nearly 15 hours a week to lifestyle magazines. Print advertising will raise awareness in the initial stages of the campaign and support campaign brand and sales initiatives that cater to specific life stages. Magazine vehicles were chosen based on four characteristics, including target audience index, composition, circulation, and editorial fit. Publications such as Vogue, Parenting, and Cosmopolitan work well with the campaign based on these characteristics.
This print ad portrays a relatable move by a woman balancing multiple items as she goes through her day.
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This print ad demonstrates how something as simple as putting on a pair of jeans can
This print ad shows how even when in a hurry staying connected is important to Moxie Movers.
demonstrate confidence.
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AMBIENT + GUERILLA OUTDOOR [INTEREST]
“Someone please make this day better. Someone? No one? Alright cool. Guess I’ll go shopping.” -Candace, 27
To build excitement during key initiatives, outdoor me- Staircase Takeovers dia will be used in non-traditional ways to break through During the red carpet initiative, mall staircases in each clutter and enliven Moxie Movers. These efforts will fo- splash market will be colored red and include the phrase, cus on the chosen splash markets to create lasting buzz. “Your Move.” As people ascend or descend the stairs, motion sensors will trigger flashes resembling the expeFash Mob rience of walking the red carpet. Flash mobs are a great way to build real-time excitement. As fashion is a key interest of Moxie Movers, a Fash Mob will be created. A Fash Mob will resemble a spontanious fashion show on the street, bringing a high-fashion show experience to passers-by. A red carpet will be suddenly The staircase takeover is designed to showcase how the everyday rolled out followed by JCP “runway models” walking the paths of a woman can emulate the feeling ofwalking the red carpet. carpet. Just moments before, these models will be posing as average individuals. The Fash Mob will be organized to reveal JCP’s newest fashion lines to Moxie Movers and to create buzz and excitement during New York’s Fall Fashion Week. This effort will give Moxie Movers a sneak peak into JCP’s upcoming lines and exclusive brands, getting them excited and talking.
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Transit Transit ads will be placed in tunnels or on walls allowing for sequential images that when passed depict motion.
The transit ad depicts how the everyday actions of a woman are events to be recognized.
RADIO [INTEREST] Event Support Promotional events will play an integral role in the campaign, and radio will be used to build interest among Moxie Movers. Radio, a real-time medium, will effectively support the promotion through use of stations in markets where the promotion will take place. Radio remotes will build anticipation with Moxie Movers by giving away exclusive specialty tote bags from JCP. Efforts will also include mentions of the promotions during radio traffic reports. Internet Radio Internet radio offers a customized personal environment, targeting Moxie Movers through demographic and geographic information to create an engaging experience. Online radio’s high level of interaction creates an interest among Moxie Movers leading into digital engagement.
Length :07 VO: The holidays are a time for sharing. Share the JCPenney virtual gift of the day and share the reward with your friends.
This Pandora ad creates interest for a Facebook promotion during the holidays initative. Portland State University
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DIGITAL [ENGAGEMENT] Like Moxie Movers, digital media are flexible. They are seamless and easily integrated into any lifestyle. This similarity is reinforced by the fact that women generate the majority of e-commerce sales. The digital space will give JCP many opportunities to connect, engage, and interact with Moxie Movers. Creating a strong online presence will amplify customer loyalty and build long-term relationships that will increase engagement and encourage repeat spending. Page takeovers will be used for initiatives such as wedding.
To deliver the most effective and relevant message to Moxie Movers, the digital space was divided into categories to target specific life stages. The categories include Moxie singles, marrieds, and mothers. The sites were evaluated on specific life stage relevance, time spent, visits per month, and category affinity. Rich media ads will be used instead of traditional banners in order to better engage Moxie Movers. During brand and sales initiatives in the months indicated on the media schedule, video advertisements will be used to add emphasis. Run-of-site ads will be placed through digital networks such as Conde Nast and Viacom. Additionally, individual properties such as CafeMom and People Style Watch will include contextually served ads to best reach Moxie Movers. Rich media ads will be designed to entice engagement. 19
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5
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This rich media ad leverages the idea that each moment of the day includes an opportunity to interact with JCP products. Hovering over products in the video displays additional information and links to respective product pages on JCP.com.
“I shop online for good deals. I ordered two items for myself that I normally wouldn’t have, just because of the quality and low price.” -Christine, 30 Portland State University
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SOCIAL MEDIA [ENGAGEMENT] Social media will be used to further define JCP’s voice by creating dialog among Moxie Movers through day-today conversations. Social media account for the largest portion of time spent online among Moxie Movers. Although social media are less effective in pushing sales, they are highly effective in creating community among a target audience. Social Media Objectives Due to the non-traditional nature of social media, specific social media objectives have been developed and include the following:
• • •
Increase JCP’s active social media followers by 30% during the 12 month period of Feb. 2012–Jan. 2013 Increase “followers” interaction with JCP by 35% during the 12 month period of Feb. 2012–Jan. 2013 Increase the amount of photo tags by Moxie Movers on the JCP social media brand pages by 50% during the 12 month period of Feb. 2012–Jan. 2013
Shared Experience A JCP Product of the Day will be made into a virtual gift that Moxie Movers can send to Facebook friends. If the gift is sent 1,000 times, the actual product will go on sale for the rest of the day. Five Facebook reach blocks and multiple sponsored stories will run throughout the year that will drive traffic to the Product of the Day and the JCP Facebook page. Engagement During the Olympics and Election initiatives, Moxie
Movers will be encouraged to snap pictures of their own “Moxie Move.” They will then post it on the JCP Facebook page or post it to Twitter and tag it with the #YourMove hashtag. The 10 most liked or re-tweeted photos will be entered to win a JCP shopping spree. Promoted Trends will be purchased on Twitter to promote the #YourMove hashtag and to start discussions, increase followers, and build the Twitter community. Facebook Deals will also be set up in concert with Facebook Sponsored Stories highlighting check-ins. As users check-in at JCP stores, they can take advantage of Facebook Deals. Sponsored Stories will spread the word to all their friends, encouraging others to do the same and establishing JCP as a fun, innovative place to shop.
The Facebook Gift of the Day page will allow Moxie Movers to send the featured virtual gift to
A Promoted Trend will encourage Moxie Movers to share their moves on Twitter with the #YourMove
any of their friends.
hashtag.
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“I felt really good knowing my contribution was going to help a family in need.” -Vicky, 28
Moxie Movers make a conscious effort in supporting brands with values that align with their own.
National Multiple Sclerosis Society
Multiple Sclerosis (MS) is a chronic disease that attacks the central nervous system, slowing down or even stopping nerve impulses. In the United States, approximately 400,000 people have been diagnosed with MS. The disease is three times more prevalent in women and can be diagnosed as early as the age of 20.
PUBLIC RELATIONS [ENGAGEMENT] This cause branding effort will have a presence on JCP’s website to allow women to continue the conversation online. Social media platforms such as Facebook and Twitter will also be leveraged to engage Moxie Movers with these events, allowing women to share their thoughts.
JCP’s effort will help raise awareness about MS among Moxie Movers with the use of special events and social media. Let’s Keep Moving JCP’s “Let’s Keep Moving” cause will include a series of public yoga events in New York, California, Texas and Florida. JCP will host a yoga session where women can purchase a limited-edition “Let’s Keep Moving” yoga mat with 100% of the proceeds benefiting the MS Foundation.
Moxie yoga mats will be available at the events.
JCP will partner with Fit Couture and Yoga Journal, top leaders in the yoga industry, to increase exposure for the cause. Portland State University
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SO-MOTION [ENGAGEMENT + ACTION] The campaign promotion, dubbed the “So-Motion,” relies heavily on social media and is moving in its very nature. The So-Motion will take the traditional pop-up shop experience a step further using social media to create the JCP Stir Boutique, a mobile pop-up shop that will give the JCP brand a fresh, exclusive, and surprising feel. Boutiques are considered to be more personal to Moxie Movers than department stores. The JCP Stir Boutique will deliver this boutique-like experience directly to Moxie Movers.
The JCP Stir Boutique will take two major trips, one in the spring and one in the fall. During each trip, the five cities with the most social media votes will be visited. The spring trip will reach Moxie Movers in the Midwest, Southwest and Northwest regions, while the fall trip will reach the Southwest and West.
The promotion will run all year and be broken down into manageable phases, making it easy for Moxie Movers to follow. Sales and media partnerships will help in further reaching Moxie Movers in a memorable and credible The main goals for this So-Motion are to increase en- way. gagement among Moxie Movers and increase offline and online sales.
PHASE 1
PHASE 2
Moxie Movers will have full control on where the JCP Stir Boutique will make its stops using social media platforms. Facebook target engagement ads will reach Moxie Movers giving them the opportunity to vote for Stir to come to their city. A tab will also be located on the JCP Facebook page to bring in more votes. After the winning cities are chosen, the tour will begin.
At the boutique events, Moxie Movers will be able to try on new styles and walk the JCP runway in the fashion show with the opportunity to keep selected garments. The top three finalists from each fashion show will be videotaped to introduce who they are and why they deserve the grand prize. • • • •
JCP will build excitement through Social media platforms, announcing that each tour will feature a contest with a grand prize of an all-inclusive trip to New York Fashion Week.
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National Student Advertising Competition 2011
• •
Promotional partners will spontaneously award prizes on the JCP Facebook page giving Moxie Movers an incentive to check in regularly Pictures taken at the JCP photo booth will be posted on the JCP Facebook page and tagged with the person in it Exclusive Moxie-Certified JCP lines will be made available A salon will feature JCP style experts giving Moxie Movers up-to-date trends in cuts, coloring, and textures A JCP photo booth will make it fun for Moxie Movers to take pictures, giving them a mini flipbook to take away Twitter will provide up to date information and pictures of the tour. Tweets made by new JCP designers will be retweeted on the JCP Twitter page.
PHASE 3 Phase 2 will be uploaded to the JCP Facebook page. Fans will like the videos from the finalists that they think should win.
PHASE 4 The video with the most “Likes” will win the grand prize.
What Moxies Do What JCP Does Moving Forth Together
The bus’s GPS will update the Facebook page to show where Stir has The JCP Stir Boutique bus will open to reveal a high-end boutique experience complete with salon and photo booth.
been and where it is going. Videos of runway finalists will be posted to the page so others can vote on who should win the grand prize.
SO-MOTION SCHEDULE Winter Feb
Mar
Spring Apr
May
Jun
Summer Jul
Aug
Sep
Fall Oct
Nov
Dec
Jan
SALES PROMO PARTNERSHIPS
MONTHLY PRIZES
Tailored Two year subscription beauty tips for her, $50 of Dove products
Vacation Kitchen package for remodel two to destination of choice
Custom JCP Flip camcorder
Build - a - PS3 sports Party for 10 champions move HW bundle
Polaroid pogo 2 $300 5 $100 gift instant shopping cards mobile spree at JCP printer
4 Samsung Galaxy Tabs
5 one year membership
MEDIA PARTNERSHIPS
SO-MOTION TOUR Teaser Season: Create buzz EFFORTS and excitement
Focus on geographic areas including Midwest, Southeast, and Northeast
Teaser Season: Create buzz and excitement
Focus on geographic areas including West and Southwest
Portland State University
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POS [ACTION] findm r e
“I love the fresh feeling of having new clothes.” - Amanda, 26
As Moxie Movers enter the store, JCP will continue to move with them through their entire shopping experience. Points-of-sale will focus on bringing JCP’s voice into the shopping experience and increasing cross shopping.
Adding onto the current Findmore kiosks, a Moxie tab will be added to enhance the Moxie Mover shopping experience.
Moxie Designs
STEP 1 She picks her favorite product in the store and finds it on the Findmore kiosk.
Professional designers will create Moxie-Certified outfits and home decor collections using JCP products, incorporating JCP’s exclusive lines.
STEP 2 The kiosk will offer suggestions that go well with her current selction.
Items that are a part of these outfits or collections will don a Moxie “Your Move” tag with a QR code on the back that will tie the items into the mobile app and kiosks. This encourages cross-shopping and directs Moxie Movers to other areas in the store matching their style.
STEP 3 Once items are selected, the kiosk will show on a map where the Moxie Mover can find the product in-store.
Suggested Moxie-Certified merchandise partners include the following:
When Moxie-Certified products are purchased, customers will be given special bags celebrating their unique style. 25
National Student Advertising Competition 2011
• • • • •
Tori Burch Alice and Olivia Opening Ceremony Sole Struck Karie Walker
WHEN YOU’VE GOT
MOXIE THESE ARE THE
CLOTHES
Moxie tags signify
TO MATCH
products that are
Our designers have styled outfits just for you. Scan this code with the JCP app on your smartphone to see what else is in store.
from the MoxieCertified collection.
WHEN YOU’VE GOT
MOXIE THESE ARE THE
CLOTHES
TO MATCH Two part tag
First tag is strictly the rotating image, depending on department or occasion, and includes the slogan, “Your Move.” Second tag includes second slogan, and QRC code.
Internal Communications In order for these tactics to work, it is important for employees to be on-board. Additional training is recommended on what it means to be a Moxie. This increased interaction will engage the audience, developing a relationship between Moxie Movers, JCP employees, and the brand.
In-store signage will reflect the style of the tags and help in-store navigation. Portland State University
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MOBILE + PORTABLE DEVICES [ACTION] Mobile Personal Shopper
Home Designer
Moxie Movers carry their mobile devices 24/7, and more than half (56%) of them want to use their smart phones to enhance shopping experiences.
A tablet app will allow users to snap a picture of a room in their home. The app will scan the picture and overlay recommendations of products such as pillows and curtains that complement the room.
This provides opportunities to increase cross-shopping via a Mobile Personal Shopper app. By scanning the QR code on a Moxie Tag, users see detailed information about the product including photos of it in use and user reviews from JCP.com. The app will then display other items available for purchase that Moxie Designers have indicated pair well with the item scanned. Purchasing one of these other items will give users a 15% discount, providing incentive to cross-shop. As not all customers have a smartphone, JCP kiosks will also provide this functionality. Color Matcher Continuing with the idea of a personal shopper, users can also snap pictures of their living rooms, dresses, or other items and choose departments from which to find products that match their color schemes. The app will direct users to local stores with those products in stock or allow them to purchase directly from the app. 27
National Student Advertising Competition 2011
Tapping one of the items will allow users to see more options or purchase that product. In-App Advertising To promote the app, 50 million impressions will be purchased at the app launch to promote downloads. These in-app ads will be purchased through iAd developer and Google Ad Mob.
After scanning a photo, the app places suggested JCP products in the picture. Tapping an item shows product information, other suggestions, and the ability to purchase.
Mobile ads will promote the launch of the JCP apps.
The scan screen scans QR codes on Moxie tags.
After scanning a tag, information about the
Moxie Movers can snap pictures and select
product is displayed along with other items in
product departments based on interest.
the collection. Portland State University
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MEDIA SCHEDULE Schedule
February March April 30 6 13 20 27 5 12 19 26 2 9 16 23 Red Carpet and Spring Fashion
30
7
May June July 14 21 28 4 11 18 25 2 9 16 23 30 Wedding and Olympics
6
August September October 13 20 27 3 10 17 24 1 8 15 22 29 Olympics and Fall Fashion
BLAST A MOXIE MESSAGE
November December January 5 12 19 26 3 10 17 24 31 7 14 21 28 Holiday and White Sale
TV NBC Olympics CBS Grammy Awards Emmy Awards ABC Academy Awards Dancing with the Stars FOX American Idol Glee CABLE Lifetime Oxygen Style VH1 MTV Bravo E! Entertainment Discovery Food Network TBS TRPs REACH AVG. FREQUENCY Magazines Cosmopolitan InStyle Vogue Marie Claire Brides Parents People People Style Lucky Glamour Shape US Weekly TRPs REACH AVG. FREQUENCY
229 17 3.0
345 46 7.5
150 13 12.0
70 9 8.0
Radio CLEAR CHANNEL Alternative Adult Contemporary Hot AC Contemporary Hits Ubran UNIVISION Spanish TRPs REACH AVG. FREQUENCY
29
50 10 5.0
28 8 3.0
48 7 7.0
70 5 14.0
70 5 14.0
70 5 14.0
April
May
June
110 14 3.0
320 61 5.0
250 43 6.0
23 8 3.0
63 12 5.0
74 8 9.0
22 12 2.0
212 46 5.0
212 46 5.0
57 12 5.0
75 9 8.0
35 12 3.0
70 5 14.0
70 5 14.0
70 5 14.0
November
December
January
National Student Advertising Competition 2011 February
March
July
August
September
October
Contemporary Hits Ubran UNIVISION Spanish TRPs
70 5 14.0
REACH FREQUENCY
Schedule
February March April 30 6 13 20 27 5 12 19 26 2 9 16 23 Red Carpet and Spring Fashion
70 5 14.0
30
7
May 14 21
70 5 14.0
70 5 14.0
June July 28 4 11 18 25 2 9 16 23 30 Wedding and Olympics
6
August September October 13 20 27 3 10 17 24 1 8 15 22 29 Olympics and Fall Fashion
5
70 5 14.0
70 5 14.0
November December January 12 19 26 3 10 17 24 31 7 14 21 28 Holiday and White Sale
BUILD A MOXIE MOVEMENT Digital NETWORKS Glam Media Turner Network NYT DIgital Scripps Network Hearst Corporation Conde Nast Viacom Digital SOCIAL NETWORKS Facebook Twitter DIGITAL RADIO Pandora Last.FM DIGITAL TV Hulu WEBSITES Expedia Map Quest Cafe Mom All Recipes Huffington Post People People Style Watch Match Evite Everyday Health IMPRESSIONS (000) TARGET REACH AVG. FREQUENCY
200,807 80.58 10.4
156,965 74.75 10.5
227,491 68.45 16.6
28,891 29 15.0
28,891 29 15.0
28,891 29 15.0
31, 920,310
$7,941,050.00
$3,972,190.00
168,617 77.11 10.9
265,610 71.91 16.4
163,723 76.93 10.6
227,573 74.39 15.3
158,054 79.87 9.9
28,891 29 15.0
28,891 29 15.0
28,891 29 15.0
$9,799,400.00
$7,240,270.00
$9,698,850.00
256,959 74.05 15.0
257,053 75.97 14.6
167,458 80.19 10.2
173,071 80.76 10.5
$4,223,550.00
$5,471,730.00
$6,246,230.00
$3,250,310.00
MOBILE iAd AdMob IMPRESSIONS (000) TARGET REACH FREQUENCY
50,000 6 8.0
AMBIENT Tunnel Takeover NY Subway S.F. Bart Stair Takeover New York San Francisco Chicago Dallas Miami IMPRESSIONS (000) REACH AVG. FREQUENCY TOTAL MONTHLY COSTS
$284,966.00
$4,373,450.00
Portland State University
30
%
50,062,600Mar
TV 48%
Mar Apr May June July Aug Sep Oct Nov Dec Jan Total
3,981,900 0 0 695 0 6,450,000 10% 3,270,100 5.8 5,532,250 0 $10,068,500.00 2,636,540 2,636,540 0 50,062,600
Apr May June verage Reach July Aug verage Frequency 695Sep Oct 10%Nov 5.8Dec Jan $10,068,500.00Total
Mar Apr May June July Aug Sep Oct Nov Dec Jan Total
969,750 781,800 433,600 666,200 268,630 787,730 1,170,870 679,570 278,870 1,211,020 767,440 10,068,500
METRICS AND EVALUATION
47,662,600
420 5% 14 $60,000.00
Average Reach Average Frequency
Radio
10% 5.8
Average Frequency
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• • •
•
420
•
14
DIGITAL 29%
Monitor the traffic generated from rich media and video advertisements to JCP.com Monitor the amount of “Likes” on the JCP Facebook page each quarter Monitor the amount of followers on the JCP Twitter page each quarter
Track the number of JCP mobile applications that are downloaded in an average month Monitor the number of page visits and product comments on JCP.com as well as JCP social network profiles Monitor the number of QR Codes that are activated using Moxie tags in-store
$4,488,700
Action
238,344,000 29%
•
15 $29,306,200 28,854,000,000
Impressions Average Reach
76% 12.6 $1,000,000
Cost
Mobile
5%
•
Cost
Average Frequency
Interest
5%
Average Frequency
Digital
DIGITAL 29%
Engagement
Impressions Average Reach
RADIO 1% CONTINGENCY 5%
$60,000
Cost
Ambient
748,100 748,120 0 0 748,120 748,120 748,120 0 0 0 0 4,488,700
Survey Moxie Movers quarterly to evaluate improvement of JCP in the Moxie Movers’ consideration set PRINT RADIO 1% of QR Codes DIGITAL 29% • 10% Evaluate the number that are activated AMBIENT 4% CONTINGENCY 5% each month through print advertisements
$10,068,500
Average Frequency
Average Local Reach
Mar Apr May June July Aug Sep Oct Nov Dec Jan Total
•
695
Average Reach
TRPs
0 0 0 1,000,000 0 0 0 1,000,000 0 0 0 3,000,000
Concept Testing Concept testing was done to evaluate the potential effectiveness of the campaign’s big idea. Testing the idea among Moxie Movers showed that the main idea was effective and favored in a variety of ways. Before Moxie Movers were introduced to the big idea, 46% of Moxie Movers felt that JCP was outdated and dull, with an additional 30% feeling indifferent toward the question. After being exposed to the main idea, participants responded positively with 48% viewing JCP as contemporary and exciting—an increase of 24%. Furthermore, 88% of Moxie Movers agreed that the main idea was understandable, believable, relevant, and unique. They described the tone as attention-getting, natural, and honest.
39%
TRPs
Cost
Mar Apr May June July Aug Sep Oct Nov Dec Jan Total
Awareness
4.6
Cost
2,231,300 2,432,270 2,406,060 2,706,250 2,332,650 2,434,320 2,247,610 2,543,980 2,546,320 2,388,670 2,472,870 29,306,200
In order to ensure that specific objectives are met during the campaign, a series of measurement tools will be employed to monitor efforts as they happen. A 6% contigency fund was set aside to make adjustments as needed.
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verage Reach PRINT 10% 10,068,600 10 RADIO 1%Frequency 950,000 1 verage 420 28,854,000 Digital 29% 29 Mobile %1 1,000,000 1 5% Ambient 5% 4,488,000 5 Contingency 6% 14 6,524,000 6 100 $60,000.00 9% essions 28,854,000,000 verage Reach 76% verage Frequency 12.6 28,854,000,000 $29,306,200 76% 12.6 TV 50% $29,306,200 MOBILE 1% % essions 50,000,000 TV 50% PRINT 10% each 6% MOBILE 1% AMBIENT 4% equency 8 % 50,000,000PRINT 10%$1,000,000 RADIO 1% DIGITAL 29% 6%AMBIENT 4% E 1% CONTINGENCY 5% TV 50% PRINT 10% RADIO 1% 8 MOBILE 1% AMBIENT 4% CONTINGENCY $1,000,000 4% essions 238,344,000 verage Reach 29% verage Frequency 15 238,344,000 $4,488,700.00 29% TV 50% PRINT 10% RADIO 1% DIGITAL 29% MOBILE AMBIENT 4% CONTINGENCY 5% 151% Cost $50,062,000 $4,488,700.00 1,676 TRPs
TV
Mar Apr May June July Aug Sep Oct Nov Dec Jan Total
10,000 10,000 10,000 0 0 0 0 0 10,000 10,000 10,000 60,000
50,000,000
Impressions Average Reach
6%
Average Frequency
8
National Student Advertising Competition 2011
•
Evaluate the number of Moxie Movers in attendance for both Stir and the “Let’s Keep Moving” PR event Measure the average amount of purchased items from recommendations through JCP.com, Facebook page, mobile applications, and P.O.S.
“I like the idea that women are moving and in control.” - Concept Test Participant Moving Together Moxie Movers and JCP are breaking tradition and moving faster than ever. This campaign will confidently leverage JCP strengths creating a distinctive voice that connects with Moxie Movers. Inspiring an emotional connection that creates conversation will engage Moxie Movers with JCP, leading to action. As Moxie Movers and JCP lead the way, they will do so together building a unique relationship that benefits both.
Bibliography Beard, Randall. “Are DVR’s Killing Your Brand’s TV Advertising?.” Randall Beard’s Blog. 05 JUL 2010. Web. 15 Mar 2011. <http://randallbeard.wordpress.com/2010/07/05/are- dvr%E2%80%99s-killing-your-brand%E2%80%99s-tv-advertising/>. Corcoran, Sean. “Defining Earned, Owned And Paid Media | Forrester Blogs.” Forrester Blogs | Making Leaders Successful Every Day. Forester Research Inc., 16 Dec. 2009. Web. 3 Feb. 2011. <http://blogs.forrester.com/interactive_marketing/2009/12/ defining-earned-owned-and-paid-media.html>.
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Dolliver, Mark. “Singles vs. Marrieds.” Adweek 50.22 (2009): 20. Business Source Premier. EBSCO. Web. 11 Sept. 2010.
TEAM BRANDR PORTLAND STATE UNIVERSITY PORTLAND, OREGON - “WHERE YOUNG PEOPLE GO TO RETIRE” NATIONAL STUDENT ADVERTISING COMPETITION 2011
TEAM & BIBLIOGRAPHY
Loechner, Jack. “Timeshifting TV Viewers Shifting Up Fast.” Mediapost Blogs. Center for Media Research, 03 Dec 2010. Web. 10 Mar 2011. <http://www.mediapost.com/publications/?fa=Articles. showArticle&art_aid=140186&passFuseAction=PublicationsSearch. showSearchReslts&art_searched=dvr%20&page _number=0>. “Media Usage - US - September 2010.” Mintel. 01 Sept 2010, n.d. Web. 10 Mar 2011. <http://academic.mintel.com/sinatra/oxygen_ academic/search_results/show&/display/id=482763>. “Millennials: Confident. Connected. Open to Change | Pew Social & Demographic Trends.” Pew Social & Demographic Trends - Public Opinion Polling, Survey Research, & Demographic Data Analysis. 24 Feb. 2010. Web. 11 Sept. 2010. <http://pewsocialtrends. org/2010/02/24/millennials-confident-connected-open-to change/>.
Eduardo Flores
Ashley Widmer
Brad Whalen
Elliot Swan
“Multitasking Media Users Merge Internet with TV, Other Media.” Marketing Charts. Burst Media, 01 Oct 2007. Web. 15 Mar 2011. <http://www.google.com/imgres?imgurl=http://www.marketingcharts.com/wp/wp- content/uploads/2007/11/burst-mediainternet-multitasking-tv-watching- frequency.jpg>. Neff, Jack. “SHOPPING PARTNER 2.0.” Marketing Magazine 113.8 (2008): 33. Business Source Premier. EBSCO. Web. 11 Mar. 2011. Neff, Jack. “Wired women an untapped goldmine for package goods.” Advertising Age 79.41 (2008): 21. Business Source Premier. EBSCO. Web. 11 Sept. 2010. Parker, Kim. “The Harried Life of the Working Mother | Pew Social & Demographic Trends.” Pew Social & Demographic Trends - Public Opinion Polling, Survey Research, & Demographic Data Analysis. 1 Oct. 2009. Web. 11 Sept. 2010. <http://pewsocialtrends. org/2009/10/01/the-harried-life-of-the-working-mother/>.
Kirubel Mersha
Natalie Phillips
Dustin Stratton
Tina Le
Tim Christy, Advisor
Don Dickinson, Advisor
Paruch, Jessica. “STYLE AND TREND: YEAR IN REVIEW SMART = FASHION + FUNCTION.” WWD: Women’s Wear Daily 192.125 (2006): 2. Business Source Premier. EBSCO. Web. 17 Oct. 2010. Shih, Clara Chung-wai. The Facebook Era: Tapping Online Social Networks to Market, Sell, and Innovate. Upper Saddle River, NJ: Prentice Hall, 2011. Print. Simmons Market Research Bureau. (2011). Simmons Choices3 (Spring, 2011) [Computer software]. New York: Simmons Market Research Bureau. Tsiantar , First Dody . “Department-Store Superstar.” TIME, 06 Feb 2006. Web. 21 Mar 2011.
Chris Mann
Amy Morris
Portland State University
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