AAF Final Plans Book JCP

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2. Table ofContentsEXECUTIVE SUMMARY page 25READY SET GOpage 312CREATIVE MESSAGEMEDIApage 13page 1831 3. ExecutiveSummary2 4. ReadySet GoStrengthsThreatsWeaknesses Opportunities 3 5. MarketSegmentsThey may all be alike but they arent all the sameWhat makes them dierentWhat makesthem alike:4 6. CompetitiveAnalysisBrand Functional Emotional EmotionalThey want your money and JCPsLink5 7. ResearchPerception = RealityWe carefully:Research Objectives & StrategiesResearch Strategies 6 8. What we discoveredSample Focus Group CommentsPositives:When you hear JC Penney what do you think of?49% Bland 21% ThriftyNegatives:Would you shop at JCPenney name brand clothing?68% Yes 26 % Doesnt matter 6% No7 9. What we discoveredPerceptualsObjectives: 8 10. MarketingWhat we need to doObjectivesMarketing Opportunities: Strategic Executions9 11. Marketing10 12. CreativeBriefCentral Edge CommunicationsCreativeTarget Audiencebrief Whether online or in-store, JCP gives you design, fashion, and quality with anenjoyable experience. By renewing JCPs style indentity we build a sense of discoveryEvery Day Mattersand affordabliltiy for our customers makingus Americas shopping destination. To members of our target market, women ages 25-34 and consumers establishing shoppingpatterns for the future, JCP is the departmentstore that gives them design, fashion and quality with an enjoyable experience. JCP builds a sense of discovery and affordablitly as it becomes Americasshopping destination. Purpose: to acquire and retain female customers ages 25-34, increase their shopping frequency, and grow their share of wallet. Creative oppurtunity: Create a new perception of jcp that incorporates a memorable and iconic symbol that conumers can identify with in a fun and distictive way. To remind consumers that you can get what you want @ jcp11 13. CreativeMessageEvolution of a creative conceptCentral Edge Take-Away Message - Campaign 2012 Whether online or in-store, jcp gives you design, fashion, quality and an enjoyable experience. Byrenewing jcps style identity, we build a sense of discovery and aordability for our customers making usAmericas shopping destination. Central Edge Positioning - Campaign 2012To members of our target market, women ages 25-34 years old and consumers establishing shoppingpatterns for the future, jcp is the department store that oers design, fashion and quality with anenjoyable experience. jcp brings a sense of discovery and aordability, as it becomes Americas shoppingdestination.JCPenney Positioning Value PropositionMarketing Campaign 2011Marketing Campaign 2012 Every Day MattersStyle & QualityWe Make itWhat You Want @New Look,Aordable, jcp New Day, You Make it Yours Who Knew?12 14. Creative Single idea around which campaign communication is based: what you want @ 13 15. Creative Prices that arent rough on your wallet.14 16. Creative Life long dreams come with a price tag. 15 17. Creative 16 18. Mediawhere are you?Media ObjectivesMedia Strategies High Impact States17 19. MediaTop 25 2nd Cities Omaha Raleigh Miami Atlanta 18 20. MediaWebsites and blogsNON-TRADITIONAL / DIGITAL/ SOCIAL What you wantDigital MediaSocial Media 19 21. MediaMOBILE: What you want to wear today weather appWeb SeriesOnline Social CommunityOn-Line Advertising20 22. Media CalendarTraditional:TV:Spot:Magazines:Out-of- Home:Theatre:Mall:Online:Twitter:Online Mags:Mobile: 21 23. RelationshipOpportunitiesjcp Public Relationsjcp Fashion Advisory Boardjcp Fashion BlogStyle For Life Fashion Week22 24. Relationship Opportunities@cquire Card Participantsjcp Best Dressed Budget Fashionista ListAfter School Program Addition A.C.T. o o 23 25. Relationship OpportunitiesINTERNAL PUBLIC RELATIONSEmployee YouTube ContestPay-It For-RedIn-Store experience & Sales PromotionThe In-Store Experience24 26. Relationship Opportunities @cquire Card 25 27. Smartphone App REGISTRIESNavagationTAG READER VIDEOMY STORERED ROOM 26 28. Relationship OpportunitiesPARTNERSHIPS / ENDORSEMENTSFashion / Style LinesEntertainment / Celebrity Endorsements / Product Lines 27 29. Relationship OpportunitiesDesign your Future HomePaint The Mall Red: pai m t h e nt allREDRed Room Concierge 28 30. Relationship OpportunitiesINTERACTIVE MANNEQUINSSmart Tags 29 31. CampaignBudgetOnline 30 32. CampaignMetricsIMAGE METRICSIMPACT METRICS 31 33. The TeamExecutive Board Team MembersSpecial ThanksAdvisors 32