2011 ucla jc penney planning book

Download 2011 UCLA JC Penney Planning Book

Post on 15-May-2015

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Plans book of Bruin Advertising and Marketing Team's plans book for 2011 NSAC client.

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  • 1.table of contents2. TABLE OF CONTENTS16. ONLINE PRESENCE3. INTRODUCTION 17. ONLINE PRESENCE4. EXECUTIVE SUMMARY18. ONLINE PRESENCE Research & Planning19. PRINT20. IN-STORE EXPERIENCES6. RESEARCH OBJECTIVES &21. IN-STORE EXPERIENCES &METHODS ON THE GO7. CULTURAL CLIMATE 22. EVENTS8. MARKET LANDSCAPE 23. GIVEAWAYS9. BRAND ESSENCE24. PARTNERSHIPS10. TARGET PROFILE25. PARTNERSHIPS Media Plan11. TARGET PROFILE12. BRAND STRATEGY &POSITIONING 27. MEDIA OBJECTIVES &STRATEGY Creative Strategy &28. CAMPAIGN CALENDAR & Executions BUDGET29. MEDIA RATIONALE14. CREATIVE STRATEGY 30. MEASUREMENTS OF SUCCESS15. ONE DRESS COMMERCIAL& EVALUATIONS31. CONCLUSION32. SOURCES & CREDITS2

2. introductionEager to make an impact. Passionate and Optimistic. Articulate and Savvy.She loves who she is.Todays woman is empowered. Shes paying off her Graduate loans, shesOur campaign aims to reveal that JCPenney (JCP) can effectively cater towearing that something new as she walks down the aisle, shes choosingthe needs of every woman, independent of where she is now and whereto change lives before she changes diapers. With a demanding schedule,she aspires to go. Whether change is taking place around her or within her,!"#$!%&(&)!%*+%,-&+!*,%&+.%/0+!,&+,)%1+.!%+#(%(&)!%,0%&!!#-,%"#-%2+*32#%we understand that todays woman admirably manages the pressures ofpresence onto the world. Everything she does is an extension of her constant adaptation. The last thing a woman needs is the additional stress/0+1.#+,%!#45,"#%(&)%!"#%(0-6!7%,"#%(&)%!"#%*8#!7%,"#%(&)%!"#%!"09!:% of wondering whether her suit jacket will withstand her next interview, ifher trusty coffee-maker will break down in the middle of the night, or if theBut amidst her strength and charisma, she also experiences the very realpurchases she makes are truly worth her hard-earned money. Retail should&+.% 8#-)% 82+#-&;#% 40-/#%%average age for remarriage is 34. /0JK% "&8#% /"*.-#+:% Q;02,% "&4% 04% G-004%&+.%Q@#>G-004:]%_&,2-#%_&-6#,%B+!,*,2,#:%_#,f*4#7%E2)%CORO:%^#;:%RO%_&-:%CORR: A,&,#%04%,"#%_#.*&%COROc%VA%Q2.*#+/#!%&+.%P#8*/#!:]%I"#%[*#!0+%F0

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