UCI NSAC 2011: JC Penney

NSAC MARKETING 2011 CAMPAIGN PLANS BOOK

AD CLUB @ UC IRVINE 2011 NSAC CAMPAIGN PLANS BOOK FOR JCPENNEY

Table of Contents Executive Summary Research Creative Promotions Media Budget Evaluation

02 03 11 16 23 28 30 1

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Executive Summary Campaign Objectives Retain and attract female customers between ages 25-34 Improve JCPenney’s brand positioning to reflect trendy and modern styles at compelling prices Establish JCPenney's position as a competitive and innovative digital leader

Research Approach Understanding the demographic as: Entering or experiencing the biggest transitional phase of their lives Web and social media savvy Confident and optimistic about both their personal, family, and professional lives Having a strong desire to get ahead and express their own personal identity

Communication Strategy Create an attractive, intuitive, and enjoyable in-store environment Modernize the concept of shopping by combining our in-store and online shopping experiences Illustrate that JCPenney offers the personal attention of boutiques and the affordability of department stores

Media Tailor campaign to directly address the Six Stories of the Modern Woman Continue to leverage our strong social media presence to promote concert series and campaign Promote Twitter hash tags and Facebook page using both online and TV commercials Establish JCPenney’s brand messaging through a steady year-long campaign 2

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Research Subsections The Story Target Market ProďŹ le Surveys and Focus Groups

Competitive Analysis SWOT Insights and Positioning

The Story For modern women, the ages of 25-34 are an exciting time of change and discovery. It's a time of freedom, optimism and opportunity. While other retailers become places to stop and shop, we want to capture the imagination and individuality of their modern lifestyles.

Modern women embrace the digital age with confidence and savvy. The times and their lives are changing faster than ever. Somewhere in the white noise, the personal shopping experience was lost.

While Other Retailers Shout

JCPenney Asks the Question

Who has the lowest price?

Who has the latest style?

Why not change shopping altogether?

We have the personal attention and styles found only in boutiques, the selection and sizing you can expect at a department store, at the lowest prices you can trust from JCPenney. We changed shopping before with the JCPenney Catalog and we did it again by synergizing our online and in-store experiences.

WE’VE RECREATED SHOPPING FOR THE MODERN WOMEN. 3

Target Market Profile Who is the Modern Woman?

MINDSET

DEMOGRAPHICS

The decade between 25-34 is a huge transitional

• Typically starting a family or starting a career path

time for the Modern Woman; and no matter where

(ages 24-35)

she’s at, she is always looking to get ahead and do

• Tend to have a college degree and work fulltime

what’s best for herself, her family, and her friends.

(median income almost $54,000) • Ethnically diverse and open to culture (more likely

• Want to express their personality through the

to be Caucasian and Asian than population)

clothes. You don’t need brand names for that.

• Web-savvy and use the Internet to research prices

• Shopping for her family and home should be fast,

and availability of a product before buying

enjoyable, and convenient, and not a chore.

WHAT DOES SHE LOOK FOR IN A STORE?

PSYCHOGRAPHICS

• A place that she knows will always offers her

• Seek fast gratification; want what they want, when

genuine quality at more than affordable prices

they want it (in-store finding clothes, fast online

• Looking for a store with prices she can trust with

shipping, no-hassle experience)

sizes that she can rely on to always fit her

• Strong sense of individualism, self-expression and

• Strives to get ahead in life while saving up for the

entitlement (want their clothes to express their

future

personality)

• A no-hassle store that she can turn to for

• Feels that clothing at department stores are plain

everything, easy returns last-second purchases

and generic, but she wants to have her own unique style • Knows that her time is valuable and doesn’t want to waste time looking through displays, waiting in line, or anything that keeps her from her busy schedule

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Surveys Customers are more likely to continue shopping at a particular store if they feel

When ranking 5 qualities most valued in the decision to shop at a particular store,

welcomed & cared for

price & value fell in the top two with 69% and 81% representation, respectively.

We reached over

3000

people through online and in person surveys to uncover some consumer trends and find out what young women think about JCPenney.

52.7% of young women would shop at JCPenney more frequently if they stocked higher end labels.

61.1% say they would be more inclined to shop at a store if it made efforts to give back to the community.

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Focus Groups We conducted a series of five focus groups with females who fit our target market to gain a better understanding of their perspective on JCPenney.

Our Question

How can JCPenney create a better shopping experience that can draw people to shop at our store?

Common Themes Found Between Each Group and its Participants

A Few Questions Asked and Answers/ Comments Made by Participants

POSITIVE FEEDBACK

Q: A:

Why do you shop at your current favorite store?

Q:

What would encourage you to shop at JCPenney?

A:

A whole new brand reinvention, trendier styles, a better shopping atmosphere (more colorful walls).

Good value for the price paid for merchandise Durable cook ware and house ware Good bargains for children’s clothing

NEGATIVE FEEDBACK The style of clothing is meant for older women The store is cluttered with a poor store layout Ill fitting clothes (for petite women)

Quotes

Summary of What Participants Would Like to See Changed to JCPenney 6

“JCPenney is good for some deals, but I’d rather go to Nordstrom and pay a little more for something better, or if I want to go really cheap, I’ll just go to Ross or Target”

The stores I shop at have a great return policy and their rewards policy and the clothes are what I am looking for.

“I'd like more offerings of classic clothing and an interior that is more organized.”

“It doesn’t seem like there is anything for me at JCPenny.

I imagine people like my mother or women in their middle ages shopping at JCPenney, but not me.”

OUR ANSWER More quality brand name clothing A complete brand transformation Changes made to the interior layout of the store (more colorful and organized) Personalize the experience

Competitive Analysis

THE BIG FIVE AND THE OTHER LITTLE GUYS, STACKED UP

JCPENNEY is currently 4th in online department store choice among the target age group.

BRANDS 7

BRAND MOMENTUM

JCPenney is currently 5th in “brand momentum.”

JCPenney is currently 5th in the “word of mouth” and “brand commitment” standing.

JCPenney is currently tied with Macy’s for “brand choice” in 4th place.

(AND BRAND COMMITMENT) 8

SWOT

Strengths

S W O T

Large and varied apparel selection with rapid inventory turnover

Weaknesses

Cannot compete exclusively on price or style

Strong online and social media presence Partnership with Sephora brand which encourages more frequent shopping

Established supply chains which deliver quality goods at affordable prices

Opportunities

Loss of brand momentum and positive publicity

Inability to compete with specialty/ boutiques stores or develop a brand around a particular lifestyle

Threats

Under-leveraged historical background

Loyal following among older, legacy customers Use of new technology for target market growth of social media

Niche-stores that can build brands that focus in on a specific subculture or clothing style Kohl’s has a similar median price-to-quality ratio but better brand momentum

Strong brand awareness and identification among families

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Insights and Positioning

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Key Insights

Positioning

Most retailers are split between style and price appeal in their messaging.

Be a space where Modern Women can take a break from their busy lives, a place for personal time.

Modern women hold the steadfast values of trust, authenticity and responsibility.

Focus on being a genuine, reliable and responsible retailer.

These women are looking for a simpler, easier, more convenient way to shop.

Encourage independence and self-expression.

The most genuine styles are personal.

They want to discover classic, familiar items in a new and unique way.

Create a community where these women can share their stories and express their own unique way of dressing.

They seek a sense of community and belonging.

Show our commitment and appreciation by giving back to the community through concerts, giveaways and JCPRewards.

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Creative Subsections Objective and Messaging Print Ads Commercial Storyboard Staying True to the Brand

Objective and Messaging Create an interactive and innovative fashion campaign that directly serves the individual needs of the Modern Women.

Strengthen the diverse and loyal community around JCPenney by personalizing the shopping for each unique story.

Set a new standard for informing and engaging Modern Women through digital and in-store media.

Recreate the shopping experience for the 21st Century.

Our message is the simple promise that JCPenney is about...

Your Style.

Your Story.

Your JCP.

YOUR STYLE We see fashion in uniqueness and individuality rather than prepackaged trends.

YOUR STORY We see extraordinary stories in everyday people.

YOUR JCP We are a store you can truly call your own.

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Print Ads

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Our print ads are based on doors because they represent opportunity and the future. The first ad shows candid photos of different Modern Women, to represent their varied stories and how JCPenney is part of them. The second ad will be one of a series. Each demographic starts the day differently, but always with JCPenney at their side. The ads are meant to create a personal connection to the different lifestyles of these Modern Women and then retain them with our online convenience.

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Your Style, Your Story.

your clothes don’t define you; you define your clothes.

Commercial Storyboard The TV advertisement shows that we are changing shopping to fit each and every lifestyle. The Modern Women is able to have JCPenney right in her hand, whether it is a bag, direct mail, or even on her phone.

JCPenney is ready to move with Modern Woman and be there during any chapter for her life.

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1. We see Miss Independent looking sharp and ready in her crisp white blouse adjusting her bluetooth (we are looking straight at her face).

2. The shot switches to her back. She walks towards the door and reaches for her briefcase and phone (with JCP app on it).

4. We see Mother Nurture kissing her baby in its carriage. Her white blouse is open, with a colorful camisole underneath.

5. The shot switches to her back. She pushes her stroller towards the door and picks up some JCPenney coupons.

6. She opens the door. We see her wedding ring.

7. We see free spirit fixing her hair as she puts it in her knit beanie. She is wearing a white blouse with a big belt.

8. The shot switches to her back. She walks towards the door and grabs her messenger bag and a JCPenney bag.

9. She opens the door and we see her funky bracelets.

10. Your Style,

11. Your Story.

12. JCPenney.

3. She opens the door.

The entire commercial will be shot in stop motion for a modern twist.

Staying True to the Brand Everyday Matters Your Style Your Story Your JCPenny builds upon “Everyday Matters.” Everyday is a new adventure and something new to tell.

JCPenney realizes that every person’s moments matter and that JCPenney will be there to help create the settings for your new life.

Empower the Customer With a positive genuine message our campaign wants to empower customers to feel great about how they dress and the way they live without feeling guilty about the prices.

Care about the Community Our slogan concentrates on the customer’s perception of JCPenney.

JCPenney will cater to what you want you need.

Established Forward Thinking JCPenney has changed shopping before and we want to retain that reputation by entering the digital world in full force online, text messaging, and the best digital online shopping experience for the convenience of the customer.

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Promotions Subsections Digital Media Plan JCP Rewards In-Store Changes Partnerships Events

We celebrate the diversity of Modern Women in this fast-paced, technology-driven time.

It promotes women to think of the department store as their own personal closet.

In this digital age, Modern Women now have JCPenney at their fingertips. Through handheld applications, social media platforms, and interactive in-store kiosks, these women can tailor JCPenney's many home and fashion offerings to suit their individual lifestyles.

The Modern Woman will be able to choose a cardigan, try it on a digital model of herself, compare prices between similar brands and find out what her friends think, all without leaving the front door. Then, inside JCPenney, interactive kiosks help find her favorite items while highlighting anything from deals and sales to product recommendations, all at her discretion. With the most personal shopping experience of the 21st Century, JCPenney has Your Styles to tell Your Stories.

JC Penney will invite Modern Women to be a part of its growing community through:

Print, Television & Radio

Direct Mail

Handheld Networks & Social Media Interaction

Web & Banner Placements

Making the Connection:

The JCPenney experience will be as unique as each individual with:

Promotional Events and Programs Social Media Contests and Giveaways Multimedia Customer Interaction Improved Rewards Program

JCPenney will bring shopping into the digital age by delivering classic products in a modern and savvy way. We will strengthen the JCP community by refocusing on our historical values of genuine service, steadfast reliability and customer appreciation. We will show the Modern Woman that JCPenney is a place that's just for her, no bells or frills, just simple, trustworthy and affordable products.

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Digital Media Plan Twitter Campaign Objectives: Promoted keywords and hashtags featured in television and online commercials Add “Trending: @jcp” Engage multicultural audiences Create strong online community and brand Leverage distribution channel for promote the big budget events and campaigns during the year, including the Concert Series, Style SnapShot, and Career Fairs campaigns, etc.

Facebook Campaign Objectives: 1) JCP LookBook on Facebook Instead of the Catalogue, we’ll be promoting our LookBook for different seasonal styles to emphasize our trendy and fast fashion.

Also promote cross-traffic to our website to view our Flash-based, HD-photo LookBook of the newest JC Penney styles.

In order to encourage Facebook users to “like” our fan page, we will offer 20% off and free shipping on their first purchase. It also synchronizes with our JC Penney Rewards program.

2) “Tag Yourself” Giveaway Instead of having the traditional print catalogue, feature new items on the Facebook page.

The first user that tags him/herself on particular item in the photo gets that item for free.

Campaign raises awareness of the wide variety of home furnishings, clothing, and upholstery.

3) Video Campaign: “What’s Your Style, What’s your Story?”

This campaign focuses on getting usersubmitted videos in which JC Penney fans show off their favorite JC Penney item and talk about it.

Once a week, a follower is selected to win a $100 JC Penney Gift Card for either online or in-store use.

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Improving Digital: The Digital Shopping Experience (& Other Media)

“BE YOUR OWN MODEL” - MOBILE & WEB APP Eliminates the question of “Will it Fit?”.

Customer can buy individual pieces or entire “outfits” based on different price, color, and categories (work clothes, social, workout, etc).

Users can import their face/figure and virtually try on any combination of clothes using a drag-and-drop touch interface.

Virtual “paper doll” that allows users to input their dimensions to see what size fits them best.

Because JC Penney carries standard size clothing, website users can avoid the inconvenience of returning clothing that don’t fit.

OTHER DIGITAL MEDIA Hulu Ads YouTube Video Ads

Can be a mobile app as well as a website application.

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Banner Ads (on shopping & lifestyle websites, e.g.): -Facebook -Twitter -Photobucket -Flickr -Perez Hilton -Fitness -Women’s Health -Monster.com -TMZ -Overstock -Redbook

Partnerships

Musical Partnerships: Adele and Michael Buble OBJECTIVE:

Increase exposure by saturating the Modern Woman’s culture & lifestyle.

RATIONALE: As artists that have attained success with their creative and expressive music, Adele and Michael Buble would help empower women. Their fame would help promote JC Penney.

VIABILITY: Through commercials, JC Penney can broadcast Adele and Michael Buble’s music, helping them acquire a wider range of fans. Adele and Michael Buble could wear JC Penney clothes for their JCP-sponsored shows/concerts.

hulu™ Partnership OBJECTIVE: Attract online audiences through the convenience of one of the most popular online show providers.

RATIONALE: JC Penney is committed to making women’s lives brighter and easier. A partnership with Hulu, an online video and movie provider, will allow our demographic to enjoy entertainment at their leisure.

VIABILITY: A JC Penney-Hulu partnership would mutually increase traffic to each site.

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JCP Rewards Rewards “REWARD YOURSELF, EVERY DAY” As a member, you'll earn 1 point for every $1 you spend on regular and sale-priced merchandise on jcp.com or in our stores with the JC Penney Rewards Card.

For every 50 points you accumulate, you’ll receive a complementary $10 JC Penney voucher to spend on merchandise or services in store or at jcp.com.

Earn 25% more bonus points when you make your purchase with your JC Penney Rewards Credit Card.

“NOW YOUR POINTS GO EVEN FURTHER!” You can now spend the points you earn shopping at JC Penney, on jcp.com.

You can now trade points from our selection of JCP bonus merchandise.

“LOVE MUSIC? SO DO WE.” Your point history automatically qualifies you for VIP updates on JC Penney’s In the Spotlight concert series. Be the first to know when artists such as Michael Buble and Adele will be performing at a JC Penney near you!

(This works as an incentive to explore the online store for what potential items they can pick out. Bonus items will typically be overstock items for more inventory turnover, or vouchers for in-store services to highlight everything JCP can offer.)

In-Store Changes In-Store Strategic Suggestions: OBJECTIVES: Increase the visual appeal of JCPenney stores and their product offerings Create a more comfortable, organized, and inviting store atmosphere Organize stores to encourage cross-shopping Maximize brand potential and recognition

SUGGESTIONS: Create a unique color scheme for each store section: Vivid and varied design palettes will create a visual diversity that sets JC Penney apart as a unique store. It will retain customer interest and define a store identity that stays with the customer.

Alter lighting to place focus on displays or sales: Lighting displays can increase the allure and desirability of products and sale items.

Reduce inventory on display: Reducing inventory will highlight specific items and improve value perception on the products, creating exclusivity. It will also maximize openness and accesibility, creating a comfortable shopping environment for the customer.

Display kiosks: Integrate rewards program with display kiosks, and allow customers to use the digital map kiosk and rewards card together to visually illustrate shopping history and tastes.

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Maximize brand offerings and product potential: Place well-known, popular products next to other items to help Modern Women discover something new when they shop.

Events Objective & Strategy: To impart our young woman audience with the sense that JCPenney is fully invested in helping them get to the next chapter of their life, no matter what it may be. We’re a department store, we sell clothes, but we give you something beyond that.

Target each big moment in a young woman’s life and find ways that JCPenney can contribute to her success. Like our customer service regimen, we like to think that each and every customer matters so we are adapting an individualization aspect of advertising to show that even though we’re a big company, each customer is equally as important.

Programs: In order to show that JCPenney is invested in its customers’ life stories, the company needs to develop programs that consistently incorporate JCPenney’s message and merchandise into its customers’ lifestyles.

Staying relevant to the target demographic will increase brand awareness and knowledge of its products, encouraging these young women to make purchases. The entire promotion will focus on integration through major in-store and online store events. The goal of these promotional events is to strengthen interaction between JCPenney and its existing and potential customers.

JCP National Career Fairs Objective: To provide enduring support to our customers by giving them advantageous work

force skills and connection. Breed a sense of care and entitlement. We care about our customers, even after they leave the store.

JCPenney will sponsor career fairs across the country to emphasize the company’s desire to reach out to its customers at every major point in their lives. During a time of transition for these women, JCPenney will make it more accessible for them to build networks and work portfolios.

JCPenny will create a job database that compiles available jobs and internships from the company and its partners in different regions. The company will also host career panels and career fairs exclusively to customers in the rewards program. The events will be held at four major American cities: Anaheim, CA; New York, NY; Houston, TX; Seattle, Washington. To appeal to potential customers, a large career fair tour will be held semi-annually to emphasize JCPenney’s personalization goals. Advertising for this event will involve a variety of outlets, the physical store, online store, FaceBook, and print. This wide scope is an attempt to increase brand recognition.

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JCP Presents: In the Spotlight Objective: To increase shopping frequency by giving customers an incentive to continue shopping at JCPenney. The special performances allow customers to create exciting memories with JCPenney.

With our musical partnerships with Adele and Michael Buble, JCPenny will sponsor nationwide performances, rewarding loyal customers with an exclusive experience with the artists. JCPenney shoppers will be able reserve their ticket depending on the amount of reward points they acquire during the specific promotional period. The first 200 shoppers who receive 300 reward points during the period will be guaranteed a ticket to attend the event. Those who accumulate 400 points will have better seating, and those who accumulate 500 points and over will receive VIP treatment. These special performances reinforce the idea that its customers are valued and important to the company. The performances will take place in smaller suburban areas to emphasize JCPenney’s efforts to become a part of its customers’ life stories everywhere.

Objective: To establish connection among customers, the community, and JCPenney by

Style Snapshot

providing our customers an outlet to express their lifestyles through fashion. Customers will be inspired to create stories that will incorporate JCPenney into their lives.

JCPenney will create an “Outfit of the Week” application on the online store and link it to FaceBook. Every website visitor will have the chance to upload a picture of their outfit once a week to share how they have personalized JCPenney brands. To add an interactive element, other customers will be able to vote on the best outfit. Those who enter the competition and the weekly winners will receive reward points. To be eligible, customers will need to wear two or more JCPenney items. It would be a great way to showcase the different style options offered by JCPenney. This program displays JCPenney’s affordable brands and encourages any JCPenney visitor to make a purchase.

Objective: To reaffirm JCPenney’s commitment to the community by providing resources to further efforts of local non profits.

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JCP Cares Fund

The state of the non profit community is in distress, especially for smaller agencies who must compete for a limited amount of government funding. In order to alleviate some of this stress, JCPenney will give customers an option to donate $2 to this fund upon check out and receive 2 reward points back. The money from purchases will be allocated on a case by case basis as local non profits propose grants. This establishes JCPenney as a charitable organization both nationally and regionally as they continue to personalize their market further. In the process, JCPenney gives customers the opportunity to recognize and have a hand in effecting change for the community they live in, further emphasizing the renewed sense of family and community macro trend. These ties to rationalised localities will help expose the brand to different market segments, hopefully working to establish new connections.

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Media Subsections Personality Profile Television

Direct Mail and Radio Print

Introduction The modern woman’s consumption habits have shown high interest in digital media, television, and magazine.

Although they have many things in common each woman is a different permutation of all the sub-demographics thus reinforcing the idea of Your Style. Your Story. Your JCP.

Media Objectives • Target women, 25-34, demographic by appealing to personality submarket profiles • Focus on highest concentration patterns of shoppers at JC Penney • Use pulsing patterns during peak months; November, December, July, August • Targeting those who like to shop for sales during the holidays • Highlight JC Penney promotional events, coupons and opportunities

Submarket Overview Miss Independent: She defines

Mother Nurture: With babies constantly on the mind this group

Free Spirit: These young women

her life at her own pace. Her

needs kid’s clothes that

are ready for the new adventures in

tech-savvy lifestyle enables her to

can last through all the food and

life. They will create their own style

receive coupons and promotions

grass stains. She requires

to express themselves.

via smartphone

convenient shopping that can match her family’s needs.

New Nester: Right now, she’s just trying to build a home for two. What appeals to her most is home décor that is both stylish and affordable.

New Groove: Its new groove’s time to shine in style. Her step back into the limelight pairs confidence with a new wardrobe.

Classic: She is a sophisticated woman that is comfortable in her own skin. She buys clothes that have good value and will never go out of style.

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Personality Profiles Mother Nurture

A proud mother of her 6-month old baby Joshua, she just moved into a new apartment home with her husband, Eric. She spends her time taking care of the baby and maintaining her social life while staying close to home. Debbie uses the Internet to check out the latest news, trends and parenting tips. Her shopping list includes: new curtains, baby clothes, leisure wear, and baby portraits.

New Nester

She recently moved into a new townhouse with her boyfriend, Jeff.

She’s looking to buy new home furnishings that are classy and cute but fits their budget. She wants to make a new home to make new memories. While Sam works as a substitute teacher, she aspires to teach kindergarten one day. Her shopping list includes: candles, towels, pillow décor and lamps.

Miss Independent

She just moved out from her parents’ home into her own apartment so she can be closer to her work. Gabrielle’s a self-made woman and proud of it. When she’s not working at her firm or at the gym, she’s meeting new people or hanging out with old friends. She wants a stylish new wardrobe that she can wear to work and when she goes out. Just as ever, Gabrielle knows that it’s important to save money to spend later. Her shopping list includes: blouses, blazer, makeup, and fun jewelry.

New Groove

She is a wife and mother of two who is satisfied with her home life, but wants more out of her career. Stella didn’t get the chance to graduate from college because she got married and started her family at 20.

However, she was able to acquire an associate degree in applied science, and secure a receptionist position at a small law firm. Now that her children are in elementary school, Stella has decided to take night classes to become a nurse. Her shopping list includes: children’s clothes, comfortable shoes, a watch, and leisure wear.

Debbie, 32

Sam 28

Gabrielle, 25

Stella, 31

Free Spirit

After graduating with a degree in Environmental Science, Andi decided to work for a non-profit conservation firm. Some of her co-workers introduced her to different active sports. She likes staying in shape and getting back to nature. Andi loves listening to music wherever she goes.

She uses her phone to check email and browse fashion websites online.

Her shopping list includes: new eyeliner, active wear, comfortable jeans, and a new bag.

The Classic

Having just finished from graduate school, Angela is starting work at an accounting firm full time. She needs to find appropriate business attire for her first day at work. She’s also looking for accessories as well as a professional looking briefcase for a good price. However, she wants to maintain her simple lifestyle without becoming dull. She wants to use the money she saves to buy imported wine for her wine tasting parties.

Her shopping list includes: blazer, simple accessories, and shoes.

Andi, 27

Angela, 29

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Television Media Placement Mother Nurture

New Nester

New Groove

Miss Independent

Free Spirit

The Classic

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Direct Mail and Radio Direct Mail Direct Mail coupons and promotions can be sent in weekly Sunday ads to appeal to economically efficient consumers.

Young women favor online and mail-in coupons in order for them to save on regular purchases. By sending direct mail, JCPenney can attract more consumers to their stores by allowing consumers to bring coupons directly into the store or type in online codes sent out from weekly flyers. Each promotional flyer will have various discounts for the many departments that JCPenney has.

Customers who sign up for the JCPenney rewards program will receive extra savings and benefits giving members more incentives for people to shop and join JCPenney.

Radio Radio continues to be the leading medium for audiences to consume media in terms of news, talk shows, and music. Women without children are heavy radio listeners. In contrast, women without children tend to be moderate listeners but still subscribe to Sirius Radio.

One of the plans is to create an agreement with Clear Channel Radio, which is the largest network radio station known for talk show hosts. On the network we plan to play prerecorded JCPenney commercials and advertisements as well as broadcast deals to appeal to consumers and attract their attention. DJs will air sponsored contests during their show so that people will have the chance to call in to win something from JCPenney.

Print Magazine Guide of latest trends for fashion-forward women to looking for inspirations and ideas in beauty, fashion, home, and entertainment

Publication providing ideas on home design, decorating, food, health, style, and entertainment in order to improve daily life

Coverage on high-end celebrities to ordinary individuals doing extraordinary things in order to keep people in the know

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Targets educated working-class women interested in knowing more and understanding the business world Provides information, support, and ideas for new moms to care for her baby or toddler as well as other parts of their busy lives

Offers Oprah’s perspective on everyday life categories such as fitness, career, and self-discovery to provide women with personal growth

Provides ideas and articles on home decorating and care, food, as well as nutrition to simplify the lives of wives and mothers Provides innovative ideas to change the world, embrace the future, and foster potential innovators

Offers sophisticated insight concerning beauty and fashion as style tips for young women

Coverage on women’s issues involving work, beauty, and fashion to ease daily activities of everyday life Women’s guide to relationship, fashion, and health while providing up to date pop culture details Weekly articles pertaining to entertainment exclusives and beauty trend suggestions for “fashion forward consumers” Provides heartwarming stories and everyday fixes for problems of daily life for the family oriented working women

Reports music, film, and fashion in popular culture and other aspects of everyday life Covers essential business issues around the world as well as featuring new concepts and businesses 27

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Budget and Timeline Media

Television:

TBS Network Home and Garden TV Entertainment TV VH1 The Discovery Channel USA Network Food Network TLC Cable News Network MTV: Music Television A&E Network Lifetime Television

Total: Print:

Oprah Magazine Good Housekeeping People InStyle Glamour Cosmopolitan Rolling Stone Woman's Day

Total: Mail:

Direct Mail

Internet & Digital:

Banner Ads Video Ads Hulu Sponsorships SEO SEM

Total: Promotions:

Promotions Concert Series In-Store Kiosks In-Store Renovation JC Penney Rewards

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Total:

$16, 000, 000

$11, 446, 914 $10, 000, 000

CAMPAI GNT OT AL S $5, 245, 000

$60, 619, 000

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Evaluation Google Analytics Website Visitation Data Where your referrers are coming from

Facebook Insight How fans join and interact with your page Provides a numerical score to measure success

Quantcast Detailed behavior tracking information on the demographic

Google AdSense & Adwords Measuring Clickthrough and Conversion Rates Effectiveness of Banner Ads and SEM

Social Media Engagement Opportunity to gather qualitative data about brand awareness and perceptions through analysis of user comments

Promotional Activity Participation Quantity and Quality of participation in promotional activities are another indication of brand engagement and success of these activities

Internet and Telephone Surveys of Customers Measure Customer Satisfaction with new methods of Agent interaction as well 30

as changes in brand awareness and perceptions

The Team

Chris Liang

NSAC Co-Director

Spyro Glaretas

Erica Chun

NSAC Co-Director

Kevin Chung

Sachin Shah

Ernest Chung

Strategic Planning

Strategic Planning

Strategic Planning

Strategic Planning

Michelle Wong

Jen Katanyoutanant

Yuya Yonemori

Caroline Truong

Derek Wong

Kathy Vu

Grace Kim

Warren Trinh

Public Relations

Media

Production

Public Relations

Media

Production

Public Relations

Bea Paraiso Media

Matt Lee

Production

Public Relations