Beruflich Dokumente
Kultur Dokumente
Our Team
Rickie Ashman Imade Ilentamhen Ebba Nelligan Katherine Simon
Table of Contents:
Merrill Calotta Raycha Jagroep Jesse Rose Rebecca Slotkin
Executive Summary 2
Courtney Cantor Nav Kaur Kendra Rousselet Amy Videtto
Matthew Heymann Thais Moraes Aaron Ruby Alan Yeboah Research
Faculty Advisor Project Director Special Thanks Research Design 4
SWOT Analysis 5
Lynda Maddox Virginia Laird Darshan Mehta
Insights 6
Gina Myers Campaign Strategy 7
Target Market Segments 8
Segmentation Strategy 9
Objectives 10
Creative
Big Idea 11
Creative Strategy & Testing 12
Media Strategy 13
Intrigue 14
Awareness 16
Interest 20
Action 22
Website 24
Social Media 25
Partnerships 26
In-store Recommendations 27
Capitol Advertising is excited to present its JCPossibilities campaign. The Metrics & Long Term Plan
campaign is based on our key insight: Women 25-34 have more personal and Five Year Plan 27
professional possibilities than ever before, creating the constant need for Campaign Rollout 28
Accountability 29
products to complement, enrich, and define their modern lifestyles. Budget & Media Flow Chart 30
Appendix 31
Women are natural users of online media with at least 45% using social media Why Capitol Advertising 32
and streaming video daily. We engage women with our media and creative
executions to leverage our budget.
We position JCP as an integral part of modern women’s lifestyles by offering affordable, quality products that complement, enrich, and define their life
possibilities. “Oh, the JCPossibilities” complements the optimistic feeling about their life possibilities and combines it with a strategic play on JCP’s new
logo.
Our research shows that when women 25-34 see or hear JCP, they instantly know it is JCPenney. We extend the “P” into words that highlight all the
possibilities in their lives, like JCPicasso and JCParadise, and all the products JCP offers to enrich them, like JCPhilosophy and JCPower heels.
Extending the “P” signifies life possibilities or products. The duality of our creative strategy is reinforced through branding ads and price level ads.
Branding ads focus on image and communicate that JCP is an integral part of modern women’s lifestyles, while price level ads focus on increasing
shopping frequency and spending by communicating that JCP has many products at affordable prices.
JCPossibilities uses strategic media placement, brand partnerships, and loyal customers to maximize the reach
of our campaign. Our media strategy guides consumers through a perception change from dated to modern, and
ultimately leads them to make a purchase at JCP.
By engaging consumers and emphasizing JCP’s modern image, JCPossibilities effectively expands the reach
and impact of our message to create a unifying voice. We implement an integrated digital strategy that
seamlessly translates from online to in-store. JCPossibilities increases shopping frequency and boosts sales by
$110,767,459.
JCPossibilities strategically aligns JCP with the possibilities that define the lives of modern women. This updates
and modernizes the JCP brand without trying to convince women that JCP is suddenly trendy. Our research told
us that women value the tradition of JCPenney but they want the brand to reflect who they are today and into the
future.
JCPossibilities goes beyond the typical retail campaign and establishes the brand as a relevant part of women’s
lives, assuring them that JCP supports them through each stage of their lives, making them realize...
25,000 35 1,007 4 60
hours of In-Depth Interviews & Nationwide Shopping Creative
Secondary 4 Survey Gurus Testing
Research Nationwide Online Focus Groups Respondents Participants
We conducted in-depth Participants were carefully screened to include 25-34 For our 55-question We consulted four Creative testing allowed
research on not only year old women who had increased retail spending in survey, we screened women in the target us to determine which
the past and current the past year at JCP or its competitors. We discovered respondents by market from all corners types of messages
business climate of JCP why they shop, what would make them increase demographics and of the country, leading would best capture
and its competitors shopping and spending, and what makes them go to shopping behavior. very different lives. They and engage the target
but also the emerging a store they have never visited before. We learned Cross-tabulation advised us throughout market with the
trends in women’s how to fulfill the needs in women’s modern lifestyles analysis led us to the development of our campaign, ultimately
modern lifestyles to and how to provide them with a successful shopping discover quantitative campaign, allowing us changing brand
better position JCP in experience. data that substantiated to create a strategy that perception.
the future. our insights, leading to could resonate with our
a better understanding target segments.
of what makes women
shop, purchase, and
build brand loyalty.
4 Capitol Advertising
S W
SWOT Analysis
• Well-known American brand
• Perceived as a “traditional,” “dated,” and
• Trusted for affordable products for everyday life
“average” brand made for older generations
O T
• Leader in digital innovation (e.g. first retail
• Little differentiation in retail industry
website, Facebook store)
• Lacks a fully integrated media strategy
• Ranked #1 in AmEx’s Customer Service Rankings
• Services not top of mind for target market (e.g.
three years in a row
gift registry and custom decorating)
• #1 retailer on DiversityInc’s annual ranking of
• Public relations efforts fail to reach target market
“Top 50 Companies for Diversity”
• Growing consumer involvement with digital media • Online “flash sale” retailers (Gilt Groupe, Zappos),
• Women out-earn male counterparts by roughly competitors (Target, Macy’s, Kohl’s), and fast
10% in major cities fashion brands (H&M, Zara) steal market share
• Higher levels of education lead to more career • Women get married later and have fewer children
possibilities than previous generations • Women are time starved, giving them less time to
• Women 25-34 have as many as 10 life transitions shop
(e.g. new home, promotion, marriage) • Post-recession, consumers buy fewer things,
• Endless possibilities = a constant need to purchase preferring to invest in expensive, high-quality
new products items
Competitors
To better understand the competition, we asked the target market what they like
about JCP’s competitors:
Variety & Coolness of Target Prices of Walmart
Glamour & Quality of Macy’s Reliability of Sears
Discounts of Kohl’s Uniqueness of Specialty Stores
Capitol Advertising 5
Insights
1 Women 25-34 feel they can do anything; the new normal is that there
is no ‘normal.’ From traditional to avant-garde, this generation is
exhilarated by the broad array of possibilities available to them.
4 Efforts to rapidly move JCP from average to trendy are not believable
or memorable. Women want the familiarity and tradition of JCP, but
they want it to be updated to fit their modern lifestyles.
JCPatio: Updates the target market’s perception
of the brand by showcasing its modern furniture
offerings.
Key Insight
Women 25-34 have more personal and professional possibilities than ever before,
creating the constant need for products to complement, enrich, and define their
modern lifestyles.
6 Capitol Advertising
Campaign Strategy
1 Highlights new JCP logo by extending the “P” into Phase 1: Weeks 1-13
words that describe the different possibilities
available to modern women.
Spark curiosity about JCP,
Phase 2: Weeks 14-26
Spread the JCPossibilities
highlighting the company’s message and establishes
rebranding initiative. JCP as a modern retailer.
JCPenney is Dated
JCPromoters
JCPartials
JCPotentials
2
Leverages women’s relationship networks to get Phase 1
them to talk, share information, generate buzz, 60% 50% 40%
and promote JCP’s brand.
Phase 2
Perception Change
Extends campaign from an emphasis on image
20% 20% 15%
and branding to an emphasis on pricing and
3
products. Branding ads focus on modern women’s Branding ads located in airports in
our targeted cities
personal and professional possibilities to change Phase 3: Weeks 27-39 Phase 4: Weeks 40-52
Phase 3
perception of JCP. Price level ads highlight great Highlight the many product Encourage consumers
10% 10% 15%
brands at great prices, conveying the deal, which possibilities within JCP that to purchase using
4
Guides consumers gradually through a perception
99% 85% 80%
change from dated to modern by showing
customers that JCP has all the products that cater JCP is Modern
to their modern lifestyles.
Capitol Advertising 7
Target Market Segments
After extensive research, we determined that the best way to retain, attract, and increase shopping frequency and sales among our target market
is to segment them based on shopping behavior and their relationship with JCP. Meet our target segments!
Relationship with JCP Social Media What they get out Meet our JCPromoter!
JCPromoters
Shop at JCP 5+ times a year, Equivalent of our campaign
These influencers 48% Rewards members Jennifer: 33 years old. When she’s
share the latest retail We want JCPromoters to not spending time at home with
JCP = Classic
gossip with anyone Tweeter share information and her husband and kids, she is hard
Prices = a STEAL
willing to listen. buzz with JCPartials and at work developing her fashion
Product = Classic
JCPotentials. blog and online start up company.
Purchase Triggers Just the other day, she got a
In-store: Recent life purse from JCP for a steal and
transition posted it on her blog.
Online: Shopping for a
specific item
JCPartials Relationship with JCP Social Media What they get out Meet our JCPartial!
Shop at JCP 2-4 times a year, Equivalent of our campaign Meryl: 28 years old. She is a
These deal-oriented
8.7% Rewards members We want JCPartials to market research analyst and loves
shoppers are on the
JCP = Simple strengthen their decorating her new home with
hunt to find the next Re-Tweeter
Prices = a DEAL relationship with JCP her husband. She visits Jennifer’s
big steal.
Product = Traditional and be aware of all the blog, gushes over the purse she
affordable products posted, and tweets about it.
Purchase Triggers that JCP has to offer. Meryl stops by JCP after work to
In-store & Online: Sales pick up the purse and a new pair
promotions of pumps she found on sale!
JCPotentials Relationship with JCP Social Media What they get out Meet our JCPotential!
Shop at JCP 0-1 time a year Equivalent of our campaign Angela: 25 years old. A recent
These brand-savvy
JCP = Old-fashioned We want JCPotentials to grad, she just got her first big
shoppers are
Prices = Cheap realize that JCP is a break working in the big city. She
obsessed with Follower
Product = Average modern retailer that can loves spending time with friends
finding affordable
satisfy their needs for and enjoying her newfound
brand name Purchase Triggers freedom. She isn’t a fan of JCP,
products. brand name products at
In-store: Specific brands affordable prices. but after seeing Meryl tweet
Online: Sales promotions about the great deal she got,
& shopping for a specific Angela spends her lunch break
item browsing jcp.com.
8 Capitol Advertising
Segmentation Strategy
Our research shows that the best way to change women’s relationship with JCP is to segment our market based on their shopping behavior at JCP,
rather than demographics, which ignore the diverse nature of our target market. Women are more likely to be influenced by one another than by
a retailer. We leverage women’s relationship networks to increase frequency and spending at JCP.
Since women in our target market are highly influenced by word of mouth, we flip the funnel to focus on JCPromoters, who already view JCP as
their “go-to” store, capitalizing on their influence to spread our campaign message.
Of the 20.3 million women ages 25-34 in the US, we focus on the 10.6 million who have the highest propensity to shop at JCP.
We Remind: 99% of Promoters that JCP values and rewards them for their brand loyalty
Marketing:
Our research showed that JCPromoters, especially Rewards (JCPoints) members, shop and spend the most. By increasing the number of JCPartials,
JCPromoters, and JCPoints members, we boost sales by $110,767,459. We focus on increasing online sales because online shopping is growing
exponentially and is predicted to make up over half of all US retail purchases within the next 5 years. The convenience, promotional incentives, and 24-
hour accessibility of online shopping is driving our target market to shop more online.
Rationale: We determined ROI by finding target market size, average amount spent per trip, and number of increased trips, both online and in-store.
CUSTOMERS JCPOINTS SEGMENTS SALES
To retain: To increase: To move: To increase:
95% of current JCP customers JCPoints Membership by 20% 0.75% of JCPotentials to JCPartials Online purchases by 50%
Results = 2.85M JCP customers Results = Increases members Results = Increases sales by Average online orders from 1.7 to 2.55 per year
from 375,000 to 450,000 $24,555,758 Results = Increases online sales by $60,162,900
To attract: 3% of JCPartials to JCPromoters,
10% new customers To increase: Results = Increases sales by To increase:
Results = 830,000 new JCP JCPoints Activity by 50% $34,879,320 In-store purchases by 4%
customers Results = Increases JCPoints 14.3% of JCPromoters to JCPoints Average shopping trips from 3.3 to 3.43 trips per year
members’ additional trips per members Results = Increases in-store sales by $50,604,559
year from 1.9 to 2.85 Results = Increases sales by
$51,332,381
Incorporating possibilities into the brand name highlights the campaign’s integration
of lifestyle possibilities with product possibilties and draws attention to the new logo
JCPossibilities shows how JCP’s products complement women’s life possibilities in a fun, easy, and exciting way. Women feel they
can do anything; the new normal is that there is no ‘normal.’
We highlight that for every possibility, JCP has offerings to suit their needs. The possibilities refer to the lives of target members and
to the many products and departments at JCP.
We depict the different possibilities available to modern women to show that JCP is an integral part of their lives. This transitions
JCP’s image from average and dated to modern and relevant, encouraging cross-shopping online and in-store, which results in
increased sales, shopping frequency, and share of wallet.
Capitol Advertising 11
Creative Strategy
JCPossibilities shows how JCP’s products complement women’s life possibilities in a fun, easy, and
exciting way. Women feel they can do anything; the new normal is that there is no ‘normal’. The
possibilities in their lives encompass so many diverse options, not just traditional ones. We show that
JCP is modern by tapping into these forward-thinking alternative possibilities.
Our tagline, “Oh, the JCPossibilities...” emphasizes the optimism and endless opportunities that
surround our target market. By using JCP’s initials as the unifying element, we keep the brand at the
core of our campaign’s message and use P-extensions to show a multitude of possibilities.
The JCPromoters internalize the message and spread it to the other segments. JCPartials respond to the
benefit of JCP’s product possibilities and shop more, while JCPotentials identify with life possibilities
and update their perception of the brand. Our strategy highlights JCP’s new logo and elevates JCP with
a message that is unlike traditional retail ads, inspiring women to think of their own P-extensions,
keeping JCP top of mind.
JCPeek-a-boo: Plays on nostalgia, showing
the possibilities of a common household
item in a timeless childhood game. Ads
are placed in magazines, popular among
moms, such as Real Simple.
Creative Testing
”
personable and that’s suit as well as my happy hour
”
important. outfit, I like the versatility of
- Jen L., 32 (Tagline and commercial - Ashley C, 26 [Campaign Testing]
testing)
Oh, the JCPossibilities
- Angie E., 25 (Tagline testing)
12 Capitol Advertising
Media Strategy
We use strategic media placement and channels to extend the JCPossibilities creative Media Objectives
strategy throughout our campaign. The media strategy guides consumers through a perception To reach 99% of JCPromoters 1,334 times/year
change from dated to modern, ultimately leading women to make a purchase at JCP. To reach 95% of JCPartials 1,408 times/year
To reach 90% of JCPotentials 1,467 times/year
For each target segment, we focus on the following media objectives:
JCPromoters = We emphasize Reach, since we know they will share our message with friends
JCPartials = We emphasize Continuity to keep JCP top of mind
JCPotentials = We emphasize Frequency to ensure they remember the JCPossibilities message.
Total Gross Impressions = 23,454,061,028
Oscars Grammys Emmys
Budget Allocation
Level 1: Intrigue
Intrigue
Digital Stylist
Sparks curiosity about Competition
T-shirts
JCP, highlighting the
3D Projection Fashion Show
company’s rebranding
initiative TV Commercials
Level 2: Awareness
Awareness
Print Ads
Spreads the Banner
Radio
JCPossibilities message Cause Marketing
and establishes JCP as a Hulu
modern retailer Interactive Bus Stop
Escalator Handrails
Parking Lots
Billboards
Transit
Product Specific Ads
Level 3: Interest
Interest
Vending Machines
Encourages consumers JCPick-Me-Up Truck
JCPoints
to make purchases using
Social Media
non-traditional tactics
Capitol Advertising 13
(Intrigue)
JCPossibilities launches during the 84th Annual Academy Awards. Leading
up to the Oscars, ads air both online and offline to encourage participation Digital Stylist
in the “JCPut Me on the Red Carpet” Competition. The Oscars are the During the Oscars Red Carpet, an icon appears at the bottom of the
perfect platform for JCP’s rebranding initiative because it’s one of the most television screen encouraging viewers to visit jcp.com to find their
watched televised programs and women make up 65% of viewership. As the own red carpet look. On the site, a live well-known “JCPersonal Stylist”
only retail sponsor of the event, JCP is able to communicate their message analyzes celebrity fashions on the carpet and describes ways to create
without the interruption of other retailers.
similar looks using JCP products.
Capitol Advertising 15
(Awareness)
Commercials
Music: “The Man of Metropolis Steals Our Hearts” by Sufjan Stevens
“JCParenthood” Technique: Low-tech feel (highlights realism); furniture and clothing change to
beat of music
Placement: During popular TV shows like “Modern Family”
jcp atty-cake
arenthood
Intro: P-extensions scroll through and complete the jcp logo until landing on
the commercial theme
JCP products showcased: Duo Maternity Sunburst ITY Dress, Cindy Crawford
Mother-of-Pearl Table Lamp, Walnut Grove End Table, Linden Street Pillow,
and Monterey Convertible Crib, Dresser, and Hutch
Description: A woman wearing a white maternity dress enters the all white
furnished nursery room. She stands next to the crib, running her hands across
the cool railing – secured to protect a delicate future. She starts dreaming of
the possibilities that await her. A beautiful baby girl is born; new life brings
new possibilities. Her firsts. First steps, first laugh, first smile – radiating
innocence. What will she be like? As she grows up, she explores the world
around her; mixing up potions, finger painting, flying paper planes, creating
Our commercial format extends easily to other JCPossibilities. For her melodies. Who will she become? Naïve ambition drives her curiosity.
example, “JCPassport” (shown below) showcases the possibilities of Notes and books cover her bedroom floor; she eagerly searches for her place
where one could live or travel. in the world. Will she be a poet? An architect? An entrepreneur? How will it
feel to watch her find love? Once a girl, now a woman. She will embrace her
passions. She learns “perseverance” and “inner strength.” She lives by her
own tempo, finding her individuality. And maybe one day… she will even win
an Oscar.
JCPre-date jitters: Tells women JCP helps them make a great first impression with its
selection of products. Ads are featured in LGBT magazines, such as Curve.
JCPattycake:
Makes women
feel proud of their
diverse careers JCParadise: Makes women stop and think about the
and optimistic possibility of relaxing, since JCP understands that
about their life they are time-starved. Ads are placed on bus stops in
possibilities. Banner downtown areas, nationwide.
Why this works: ads are placed on
• Ads highlight the new JCP logo and align modern lifestyle recipe and cooking
possibilities with JCP’s brand image websites, such as
RachaelRay.com.
Capitol Advertising 17
(Awareness)
Online
Interactive Banner Ads
Our banner ads provide a simple,
yet interactive way for women
to discover the possibilities
offered at JCP. Scrolling over the
white banner unveils a variety
of products and directs traffic
to jcp.com. Products in the ads Online TV
are specific to site content (e.g. Online video services, such as Hulu.com, feature our commercials on TV
CafeMom: Children’s items, shows that are popular among the target market like “Modern Family,” “The
Elle: Women’s Clothing and Good Wife,” and “Grey’s Anatomy.”
accessories).
Pandora Internet Radio
Ads appear on Pandora
Internet Radio that
guide users to select one
Escalator Handrails:
An endless trail of P-extensions run down the escalator handrails to Billboards:
draw attention and increase reach and frequency. The P-extentions During the day, the JCPossibilities ad features all white JCP products. During
are mostly product focused, with lifestyle words sprinkled in. Ads the night, projections bring the ad to life to highlight different possibilities. Ads
are placed in subway stations and malls near JCP stores nationwide. are placed in high-traffic areas in our targeted cities.
Capitol Advertising 19
(Interest)
Price Level Ads Interactive Print Ads
Ads highlighting specific JCP products remind the target market that The double sided ads display a black & white image on one side and the
JCP has the items to suit any modern lifestyle at great prices that same image in color on the other. When the user scans the JCPossibilities
women are inclined to share with others. smartphone app over the black & white ad, the image comes to life. The user
JCPower heels: can select to see the item in other color options, and purchase directly on the
Shows the selection and app. These ads emphasize the product possibilities available at JCP.
affordability of JCP products
that complement the career
possibilities of modern women’s
lifestyles. This iPad ad is featured
in women’s magazines, such as
InStyle. All iPad ads have icons
that link user directly to JCP
Facebook Store, JCP Twitter, and
jcp.com, which expand reach and
generate engagement.
JCPhilosophy:
Shows women
that JCP has all
the products
to put them JCPurple: Shows that JCP has all the
at peace. Ad products they need for their next vacation.
is featured on Ad is featured in travel magazines such as,
fitness websites, Travel and Leisure
such as Self.com.
22 Capitol Advertising
JCPoints
Our target market’s life possibilities create the need for affordable goods. JCPoints cards not only provide great deals, but also increase brand loyalty and
strengthen the customer’s relationship with JCP. We update the Rewards Program by offering benefits that are aligned with women’s modern lifestyles.
Increases:
• Overall membership by 20%
• In-store trips from 5.2 to 6.9 trips per year
• Online purchases from 1.7 to 2.3 purchases per year
Drag your
Navigate to Re-click on
selection out
your section of “Shop JCP” tab
of the window
choice within to continue
and into your
the JCP store shopping where
wardrobe
you left off
24 Capitol Advertising
Social Media
We strategically use social media to get our target market to interact and share our message with friends, ultimately leading them to make purchases.
add to bag
jcpass it on!
Rotational Partnerships
Limited time collaborations generate excitement, garner PR in fashion magazines, and take market share away from competitors by continuously
attracting customers with designer brands at affordable prices. Collaboration includes apparel, shoes, and home goods made exclusively for JCP.
Spring:
• Classic American brand popular with target market
• Kate Spade benefits from increased brand exposure
Fall:
• International brand known for elegant plus-size clothing
• Marina Rinaldi benefits from JCP’s diverse customer base
26 Capitol Advertising
In-Store Recommendations
Our research shows that women like to shop at stores that are clutter free, spacious, and easy to navigate. We attract shoppers with an easy and
convenient shopping experience that use modern shopping tools to showcase product possibilities at JCP. We change the perception of JCP from dated to
a modern and fun place to shop.
JCPersonality Closets JCPresents Style in a JCPinch! JCPaper Shopping Bag Smartphone App
• Section of store • A special mini-boutique • Assorted accessories • Simple, modern shopping • In-store shoppers can
dedicated to items where shoppers can located near check-out bags display the message scan clothing tags to
inspired by the find popular gifts and counters of our campaign access customer reviews
personalities of receive Paper Source • Encourages cross- • Makes customers proud and related items for
characters from gift-wrapping services shopping and impulse to walk out with the bag, each product.
“Modern Family” • Benefits the 44% of purchases; 42% of allowing women to carry
• Strengthens target market who survey respondents the JCPossibilities
entertainment already shop at JCP for reported buying their last message beyond the store
partnership with gifts accessory on impulse
"Modern Family"
2012 - 2013 2013 - 2014 2014 - 2015 2015 - 2016 2016 - 2017
• Initial rollout of • Expand JCPossbilities’ • Expand JCPossibilities campaign • Expand JCPossibilities campaign • Increase long-term partnerships
Capitol Advertising’s Campaign promotions and to target consumers in younger to target consumers in older that reflect JCP’s updated image
JCPossibilities campaign events to additional cities in the demographic, specifically demographic, specifically • Rotational JCPartner: Alaïa
• Rotational JCPartners: U.S. women 18-24 women 35-44
Kate Spade, Marina • Expand mobile advertising with • Develop unique branded • Rotational JCPartners:
Rinaldi use of augmented reality entertainment with Netflix and Moschino, Donna Karan
• Rotational JCPartners: Rachel Hulu
Roy, Lyn Devon • Rotational JCPartners: Narcisso
Rodriguez, Jason Wu
Capitol Advertising 27
Campaign Rollout
JCPossibilities reaches the target market through nationwide paid, earned, owned, and imagined media. Larger
portions of the budget go toward the nine states with the highest concentration of women in the target market
to strengthen reach and foster an echo effect throughout the country. Targeted cities within the nine states are:
Atlanta, Chicago, Columbus, Dallas, Detroit, Houston, Jacksonville, Los Angeles, Miami, New York City, Philadelphia,
San Antonio, San Diego, and San Francisco.
28 Capitol Advertising
JCPossibilities…
Accountability
Attracts Reminds Changes Encourages
Women 25-34 with Women 25-34 that JCP has The perception of JCP from Women 25-34 to
a positive and unique message quality products at affordable a dated brand to one that is purchase items at JCP
prices that complement their modern and fun in-store and online
modern life possibilities
Metrics:
Advertising
You asked us to retain female You asked us to acquire female You asked us to increase shopping frequency and grow share of
customers ages 25-34 and we did. customers ages 25-34 and we did. wallet among current female customers ages 25-34 and we did.
We retain 2.85M JCP customers We acquire 830,000 new JCP Online: In-store:
customers Average online orders from Average shopping trips from
1.7 to 2.55 per year 3.3 to 3.43 trips per year
Results = Increases online Results = Increases in-store
sales by $60,162,900 sales by $50,604,559
JCPossibilities reaches 20,300,000 women ages 25-34 with a budget of $100 million
2,500,000 Facebook fans
23,454,061,028 Total gross impressions 450,000 50,000 Twitter followers
5,500,000 Website visitors
224 Gross impressions per dollar spent JCPoints Membership
3,500,000 YouTube views
Capitol Advertising 29
Budget & Media Flow Chart 2012
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
2013
AM/FM $5,200
Satellite $7,280
Print $896,000
Billboards $6,000,000
Transit $168,000
CINEMA $4,500,000
ITUNES: JCPODCASTS $0
jcp.com Redesign $0
App Update $0
jcp.mobi Update $0
JCPossibilities T-Shirts $0
Twitter: #JCPossibilities $0
Foursquare $0
CONTINGENCY $1,081,880
30 Capitol Advertising
Appendix
Sources Select Survey Findings
“BOLD MOVE OF THE WEEK: J.C. PENNEY PUTS A LOT ON THE LINE AS IT MOVES ITS ENTIRE PRODUCT CATALOG TO FACEBOOK.” PBT
Consulting. PBT Consulting, 29 Dec. 2010. Web. 24 Jan. 2011. <http://tommytoy.typepad.com/tommy-toy-pbt-consultin/2010/12/
Below is a sample of survey findings that helped uncover our key
bold-move-of-the-week-jc-penney-puts-a-lot-on-the-line-as-it-moves-its-entire-product-catalog-to-fac.html>. research insights and target segments. Participants were not only
Brohan, Mark. “J.C. Penney Plans More Social and Mobile Marketing.” E-Retailers. Internet Retailer, 30 June 2010. Web. 26 Jan. screened before participating, but were also directed to specific
2011. <http://www.internetretailer.com/2010/06/30/jc-penney-plans-more-social-and-mobile-marketing>.
questions based on shopping frequency per year, whether they
Cahners Hindman, Nathaniel. “The 11 Cities Where Women Out-Earn Men By The Biggest Margin.” HUFFPOST BUSINESS.
Huffington Post, 2 Sept. 2010. Web. 4 Feb. 2011. <http://www.huffingtonpost.com/2010/09/02/women-outearn-men_n_703503.
shopped at JCP or not, and use of JCP rewards card.
html#s133830&title=Atlanta_Georg>.
Campanelli, Melissa. “6 Online Retail Trends.” Retail Online Integration. North American Publishing Company (NAPCO), 6 July 2010. 85% of respondents said that a store carrying a new brand would be
Web. 11 Jan. 2011. <http://www.retailonlineintegration.com/article/6-online-retail-trends/2>.
most influential in increasing visits to a store they occasionally shop at.
“Email, Search Drive Most Online Retail Traffic. “ Informationweek - Online 29 Dec. 2010: ABI/INFORM Global, ProQuest. Web. 28
Mar. 2011.
74% of respondents chose “New life transitions” as a trigger to get
“Hearst Magazines and J. C. Penney Company, Inc. Partner to Launch Gifting Grace and CLAD.” Media Room. JCPenney Media
Room. JCPenney, 11 Nov. 2010. Web. 17 Jan. 2011. <http://www.jcpenney.net/about/jcpmedia/corporatenews/articles/Hearst_ them into buying mode.
Magazines_and_J_C_Penney_Company_Inc_Partner_to_Launch_Gi,162.aspx>.
“JCPenney Ranks Tops in Customer Service for Third Consecutive Year.” Nasdaq. N.p., 12 Jan. 2011. Web. 13 Jan. 2011. <http:// Women ranked receiving rewards points from online purchases and the
www.nasdaq.com/aspx/company-news-story.aspx?storyid=201101120930pr_news_usprx____da28817>.
ability to preview their items (through augmented reality) as the top
Klein, Karen. “What Companies Get Wrong When Marketing to Minorities.” Bloomberg Businessweek. Bloomberg, 14 Dec. 2010.
Web. 5 Jan. 2011. <http://www.businessweek.com/smallbiz/content/dec2010/sb20101213_643259.htm>.
reason for shopping more for apparel online.
Lemonnier, Jonathan. “Customers Most Satisfied With Online Retail.” Ad Age Digital. Ad Age, 22 Feb. 2008. Web. 10 Jan. 2011.
<http://adage.com/article/digital/customers-satisfied-online-retail/125301/>. In one year from now, respondents said they would want a full
Martínez de Albéniz Margalef, Victor. ““Fast Fashion” Retail Strategy Flying Off the Racks.” IESE Insight - Business Knowledge Portal. wardrobe of the latest styles of their choice and an apartment or house
IESE Insight, 2009. Web. 1 Feb. 2011. <http://insight.iese.edu/doc.aspx?id=1034&ar=14>. furnished in their own style.
Marylouis Dionne, et al. “TAX BRIEFS.” Journal of Accountancy 171.2 (1991): 18-19. Business Source Premier. EBSCO. Web. 28 Mar.
2011.
When asked what they shop for most at JCP, 44% of women said they
Miley, Marissa, and Ann Mack. “The New Female Consumer: The Rise of the Real Mom.” Ad Age Insights. White Papers, 16 Nov.
2009. Web. 13 Jan. 2011. <http://adage.com/whitepapers/whitepaper.php?id=10>.
shop for gifts the most.
Mooney, Kelly. “Myths About Online Retail Marketing.” DigitalNext. Ad Age Digital. Ad Age, 17 Feb. 2009. Web. 12 Feb. 2011.
<http://adage.com/article/digitalnext/myths-online-retail-marketing/134636/>. 75% of respondents said they would be very likely to sign up for a
“Online Retail Industry Profile: United States.” Online Retail Industry Profile: United States (2010): 1.Business Source Premier. rewards card program if they received a discount on their birthday.
EBSCO. Web. 28 Mar. 2011.
PricewaterhouseCoopers, Kantar Retail. “The New Consumer Behavior Paradigm: Permanent or Fleeting?” Reading Room. WPP When asked about the most important aspect of their lives, 86% of
Reading Room.PricewaterhouseCoopers, 2010. Web. 3 Jan. 2011. <http://www.wpp.com/NR/rdonlyres/1BF0C6E8-C8AF-4B91-
93F2-0482526B6004/0/newconsumerbehaviorparadigm.pdf>. respondents ranked both family and career.
Radwanick, Sarah. “U.S. Digital Year in Review 2010.” comScore (2011): n. pag. Web. 2 Feb. 2011. <http://www.aaaa.org/agency/
pubs/NewEssentials/Documents/Digital/comScore%202010%20Digital%20Year%20in%20Review%202011-02.pdf>.
Schultz, E.J. “As Single Becomes New Norm, How to Market Without Stigma.” Advertising Educational Foundation. Crain
Communications, 11 Oct. 2010. Web. 9 Jan. 2011. <http://www.aef.com/industry/news/data/2010/1044>.
Capitol Advertising 31
Why Capitol Advertising?
We are not your average, run-of-the-mill team. We are a select group of individuals from distinctly
different backgrounds who have come together to bring this campaign to life.
From Brazil to Sweden, Nigeria to Japan, our team represents ten different countries across five
continents. We are by no means afraid of stepping out of our comfort zones to offer diverse
perspectives on meeting the challenge. Each one of us has brought a unique skill set to our team.
Though we are diverse, we have two common threads. We are advertising (and shopping!) fanatics, and
we have poured our hearts and souls into creating this campaign. Our group is fun and quirky, made up
of social media mavens, Adobe ninjas, research gurus, and even a JCParty animal or two.
With Capitol Advertising, you not only partner with a team invested in your success, but also receive a
unified campaign that is both creative and strategic.
We strongly believe that now is the time to build a crucial relationship with the target market. By
repositioning JCP as a modern and attractive retailer we make JCP relevant to women’s lives, while
staying true to the soul of your company. The beauty of our campaign is that it is simple and extendable.
32 Capitol Advertising
34 Capitol Advertising