JC Penney Integrated Marketing Campaign

JCPenney CampaignLagniappe Creative

“Fashion is changing. Style is forever.”

The Team

Campaign Objectives

• Acquire• Retain• Increase shopping frequency• Reach 75% of target market

Situational Analysis

• The Challenge

SWOT Analysis

StrengthsWeaknessesOpportunitiesThreats

Research Insight

• 61% prefer shopping with family/friends• 49% look at magazines/catalogues before

shopping• Tech-Saavy• Fashion > Price• Shopping is an experience• Purchase Triggers: Work wear, Social wear,Special occasion wear, Home decor

Research Findings cont.’

Social Butterfly

Target Profile

Tech-Saavy City Dweller

Power Mom

Timeless Classic

Research Findings cont.’

Current Tagline: “New look. New day. Who Knew?”

Current Creative: Maximum Exposure at Low Prices

Current Brand Image: Everything you want, at prices you can afford.

Current Brand Voice: The department store has always been there for you.

New Perceptions

New Tagline: Fashion is changing. Style is foreverNew Creative: Maximum exposure on new fashion and personal styleNew Brand Image: Fashion and style come first. JcPenneys will always remain affordable.New Brand Voice: The department store that gives you what no other can.

Advertising Strategy

• Emphasis on new partnerships• Change perception of JcPenneys• Refine JcPenneys current image

• Social Media• Print (Magazines)• Television• Direct Mail

Marketing StrategyAdvertising Strategy cont.’

Advertising Strategy cont.’

4 Media Vehicles:•Television (ABC, CBS, Bravo, Fox, TLC)•Magazines (Elle, Glamour)•Online (JCPenney interactive website)•Direct Mail Package

Media Mission

Partnerships

Creative Brief

• “Fashion is changing. Style is forever.”

• JcPenneys can carry a woman through her lifeOf style stages.

Creative Brief cont.’Website

Creative Brief cont.’Billboard

Creative Brief cont.’Direct Mail

Creative Brief cont.’Print Advertisements

Creative Brief cont.’Television

Creative Brief cont.’Promotions

Creative Brief cont.’In-Store Digital Marketing

Creative Brief cont.’Social Media - Facebook

Creative Brief cont.’Social Media - Youtube

Creative Brief cont.’Smart Phone

Creative Brief cont.’Social Networking

Budget

Traditional Advertising: $76,341,008•TV, Magazine, Internet, BillboardsPR Promotions: $15,791,000•Rachel Ray, Ladies Night, Kiosks, Direct MailProduction Cost: $1,070,000 (TV, Internet)Evaluation: $50,000Logistics: $100,000Contingency: $2,000,000

Gantt Chart

Evaluation

Internet Interaction:•Site Visitors, Facebook Friends, Rachel Ray Participants

Event Stats:•Monitor Ladies Night attendants, LN Surveys

Distribution:•Amount of Direct Mail Distributed, Kiosk Surveys

Participation & Acceptance: •Social Media Comments•Concept Testing

Questions?..