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2. 3. 4.

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7. 8. 9.10. 11. 12.

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16. 17. 18. 19. 20. 21.

22. 23. 24. 25.

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31. 32.

Research & Planning

Creative Strategy &Executions

Media Plan

table of contents

TABLE OF CONTENTSINTRODUCTIONEXECUTIVE SUMMARY

RESEARCH OBJECTIVES & METHODSCULTURAL CLIMATEMARKET LANDSCAPEBRAND ESSENCETARGET PROFILETARGET PROFILEBRAND STRATEGY & POSITIONING

CREATIVE STRATEGY“ONE DRESS” COMMERCIAL

ONLINE PRESENCEONLINE PRESENCEONLINE PRESENCEPRINTIN-STORE EXPERIENCESIN-STORE EXPERIENCES & ON THE GOEVENTSGIVEAWAYSPARTNERSHIPSPARTNERSHIPS

MEDIA OBJECTIVES & STRATEGYCAMPAIGN CALENDAR &BUDGETMEDIA RATIONALEMEASUREMENTS OF SUCCESS & EVALUATIONSCONCLUSIONSOURCES & CREDITS

Eager to make an impact. Passionate and Optimistic. Articulate and Savvy.She loves who she is.

3

Today’s woman is empowered. She’s paying off her Graduate loans, she’s wearing that something new as she walks down the aisle, she’s choosing to change lives before she changes diapers. With a demanding schedule, !"#$!%&'(&)!%*+%,-&+!*,%&+.%/0+!,&+,')%1+.!%+#(%(&)!%,0%&!!#-,%"#-%2+*32#%presence onto the world. Everything she does is an extension of her /0+1.#+,%!#'45,"#%(&)%!"#%(0-6!7%,"#%(&)%!"#%'*8#!7%,"#%(&)%!"#%!"09!:% But amidst her strength and charisma, she also experiences the very real &+.% 8#-)% 82'+#-&;'#% <0<#+,!% 04% &+=*#,)% &+.% !#'4>.02;,5,"#% <0<#+,!%where she curls up in her favorite sweater, drinks her homemade coffee, and snuggles with her favorite bed pillow. Most department stores, specialty stores, and brands sell prepackaged *.#+,*,*#!%,0%,"#!#%(0<#+%("0%&-#%6##+')%&(&-#%04%,"#*-%2+*32#%9#-!0+&'*,*#!%and lifestyles, their strengths, and areas for improvement. But while those stores dwell on idealized appearances, JCPenney’s sincerity has the emotional connection that stands out.

JCPenney. You’re on your way.

Our campaign aims to reveal that JCPenney (JCP) can effectively cater to the needs of every woman, independent of where she is now and where she aspires to go. Whether change is taking place around her or within her, we understand that today’s woman admirably manages the pressures of constant adaptation. The last thing a woman needs is the additional stress of wondering whether her suit jacket will withstand her next interview, if her trusty coffee-maker will break down in the middle of the night, or if the purchases she makes are truly worth her hard-earned money. Retail should +0,%<#-*,%&%(0<&+$!%/0+/#-+%+0-%!"02'.%*,%"&8#%&%0+#>!*?#>1,!>&''%!,-&,#@):%We see JCP as the optimal department store that catches women on their 0(+%,#-<!7%("#-#%,"#)%/&+%!"09%/0+1.#+,')%,0%'*8#%/0+1.#+,')7%&+.%,"#+%;#%on their way.

introduction

4

With a handshake and a warm smile, the interviewer leads Jennifer through the lobby ,0% ,"#%#=*,:%A"#%!,#9!%02,% *+,0%&%/-*!9%;-##?#%&+.% ,&6#!%&%.##97%!&,*!1#.%;-#&,"7%&+%electrifying tingle building in her toes.

Transition. %B,$!%,"#%/#+,-&'%,"#<#%04%&%(0<&+$!%'*4#%("#+%!"#%1+.!%"#-!#'4%;#,(##+%,"#%&@#!%04%CD%and 34. Life during those ages consists of a whirlwind of decisions, changes, friends, and family. Jennifer is on the cusp of a new job, and her friends are switching careers, changing living spaces, getting engaged, having children, and everything in-between. Jennifer’s life, like those of her peers, is characterized by strengthening her self-identity in the context of rapid decision-making and change.

Living in the post-recession economy has taught Jennifer the importance of value, &+.%!"#% '08#!% ,0%;-&@%&;02,%1+.*+@% ,"#%;#!,%.#&'!%0+%+#(%.-#!!#!%&+.%02,1,!:%A"#%encompasses the concept of multiplicity, playing numerous roles in her daily life. She’s well past the confusion of her teenage years and now understands both who she is and who she wants to be.

In the age of Facebook and Twitter,

Expression is Everything. Our target consumer welcomes new, inexpensive, and convenient ways to express herself. For Jennifer’s generation, connection and expression inject beauty and meaning into everyday life. This connection is expected from friends and family and, as the Internet continues to increase our connectedness, it is also expected from the brands we interact with.

Early into our research, we found that JCPenney has struggled to kindle an emotional connection with the women in our target demographic. Jennifer’s generation mostly sees JCPenney as dull, outdated, unfashionable, and cheap. However, our research &'!0%-#8#&'#.%!0<#%90!*,*8#%1+.*+@!:%EFG#++#)%"&!%<&.#%<&H0-%!,-*.#!%&!%&+%0+'*+#%retailer and is well-established and well-known.

JCPenney has the foundation and the potential to return to its previous status as a top department store, but for this to happen, there need to be major changes. JCPenney’s ;-&+.%*!7%&+.%"&!%;##+%40-%32*,#%!0<#%,*<#7%*+%&%!,&,#%04%.#/&):%I0%/0++#/,%(*,"%,"#%target demographic, JCPenney needs a spark. It needs a connection. To connect to 02-%,&-@#,%.#<0@-&9"*/7%(#%<2!,%1-!,%2+.#-!,&+.%,"#<:%

executive summary

research & planning

Held in-depth focus groups (using selected participants that are well-represented in the target's age group) to ascertain brand &41+*,)%&+.%&(&-#+#!!%04%EFG%&+.%/0<9#,*,0-!% &<0+@% CD>JK% )#&->0'.%females.

Conducted content analyses of JCP and competitor social networking sites, such as Facebook, Twitter, and YouTube, to cohesively identify popular trends and preexisting notions of department store brand attitudes.

Shadowed and interviewed shoppers for over 4 months to observe consumer shopping behaviors during normal and holiday periods and to pinpoint the reasoning behind consumer purchases and store preferences.

Interacted with JCP customer service and sales associates in-store and online to gauge JCP’s treatment of customers.

Hosted a nationwide survey that garnered responses from 6,689 participants to examine our target’s personalities, shopping mentalities, lifestyles, values, and perceptions of JCP and other department and ;02,*32#%!,0-#!:

L=&<*+#.% 9-01'#!% 04% 02-% ,&-@#,% 0+%online dating sites such as eharmony.com and match.com to understand and categorize how women portray themselves through online social media.

6

Research Objectives: Understand the JCP culture and where JCP stands among its competitors

Identify major cultural factors that affect the target

Discover the mindset, values, lifestyle, and behaviors of the target

Learn the target’s shopping behavior and the %% 4&/,0-!%,"&,%*+M2#+/#%*,

Recognize the target's perceptions of and attitudes about the JCP brand

1. Industry Research:

Analyzed proprietary research reports and press releases to understand /2',2-&'% 4&/,0-!% ,"&,% *+M2#+/#% ,"#%target, industry trends, and competitor strategies.

%N*!*,#.%CO%EFG%!,0-#!%&+.%/0<9#,*,0-%% stores on the East and West Coast to ascertain similarities and differences between store environments, sales and promotions, and customer service.

B+1',-&,#.% 0+'*+#% /0<<2+*,*#!% 8*&%blogs, message boards, and chat room groups to discern perceptions of the department store industry and their brands.

2. Primary Holistic Research:

Research Strategies3. Brand Awareness Research:

P2-*+@% &% D><0+,"% ,*<#% !9&+7% Q.,#&<RR% *<9'#<#+,#.% &+.% /0+.2/,#.% /0<9-#"#+!*8#% )#,% !2//*+/,%-#!#&-/"%,0%#'2/*.&,#%,"#%(&)%CD>JK%)#&->0'.!%9#-/#*8#7%.*!,*+@2*!"%&+.%*+,#-&/,%(*,"%,"#%-#,&*'%*+.2!,-):%%The following research methods establish our conceptions of the transitional individual, allowing us to !,-&,#@*?#%02-%#=#/2,*0+!%,0%<&=*<*?#%#41/*#+/)%&+.%/0+@-2#+/)%("*'#%<&*+,&*+*+@%&(&-#+#!!%04%02-%target’s values.

research objectives & methods

R%<*''*0+%*G&.!%(#-#%;02@",%(*,"*+%,"#%1-!,%%%%%%%%%%%%CS%.&)!%0+%,"#%<&-6#,:%

-Steve Jobs

B+%Q2@2!,%CORO7%&99-0=*<&,#')%TDU%04%V:A:mobile devices featured touchscreen input. - Millenial Media

B+%E&+2&-)%CORR7%2!#-!%!9#+,%&+%&8#-&@#%of 667 minutes using smartphone applications. -Wireless Intelligence

Q!%04%A#9,#<;#-%CORO7%<0-#%,"&+%J7OOO%photos were uploaded and shared per minute to Flickr. -Flickr

DOU%04%Q<#-*/&+%B+,#-+#,%2!#-!%&-#%expected to contribute to UGC. -Tech Crunchie

Q!%04%P#/#<;#-%COOW7

of the most popular onlinevideo content wasuser-generated. -Flickr

The economic crisis is causing many Americans to postpone some major life decisions, including having children, getting married, and getting a divorce.

7

Facebook has <0-#%,"&+%DOO%<*''*0+%&/,*8#%2!#-!

Twitter '0@!%&+%&8#-&@#%04%DD%<*''*0+%,(##,!%.&*')

%%%%%KOU%04%,*<#%0+'*+#%*+%,"#%V:A:%*!%!9#+,%%%%%% social networking, playing games, blogging, and emailing. Zynga, maker of social networking games Farmville and Cityville, raised %%%%%XR%<*''*0+%,0%.0+&,#%,0%,!2+&<*%-#'*#4%*+%% Japan within 36 hours. -Nielsen

%%%%%WRU%04%<0;*'#%9"0+#%2!#-!%6##9%,"#*-%%%%%%%9"0+#%(*,"*+%&-<$!%-#&/"%CKYZ:

With 3.6 million users, texting is the most widely used data application on the planet.

%%%%%[#,M*=%"&!%08#-%CO%<*''*0+%<#<;#-!%*+%%% the U.S. and Canada. Time spent viewing video online from %%%%%"0<#%&+.%(0-6%*+/-#&!#.%;)%KDU%*+%% one year. -Nielsen

What We Want,When We Want It

Multi-Sensory Media The Recovering Economy

Corporate Social Responsibility

Cultural Takeaway

U.S. households will have a JP>IN%;)%CORK: -IMS Research2/52/5

The Organic Connection

BP's brand satisfaction score plummeted from RW:R%,0%>RJ:W%*+%,"#%,(0%<0+,"!%40''0(*+@%,"#%0*'%!9*''%.*!&!,#-7%-#M#/,*+@%&%+#@&,*8#%9#-/#9,*0+%of BP’s lacking corporate responsibility and honesty. -BrandIndex

of all Americans describe themselves as "the kind of person who always looks for ways to save money." -Nielsen

cultural climate

Enhanced social connections through technology has made individuals hyper-connected.

Entertainment is becoming an interactive and multi-sensory experience, with technologies such as touchscreens, 3DTV, augmented reality, and webcam-style gaming on the rise.

Open access to multitudes of information creates an environment in which people want to know about others and want others to know about them. Consumers are engaging with social media and user-generated content now more than ever before.

I#/"+0'0@)% "&!% /-#&,#.% &% +#(% ;-##.% 04% 9&-,*/*9&,0-)% /0+!2<#-!:% L32*99#.%(*,"%social media tools to publicly praise and criticize products and services, consumers now demand and expect companies to be transparent, authentic, and honest.

8

market landscape

To differentiate itself from the competition, JCP must rebrand itself to demonstrate its unwavering commitment to its customers, simultaneously JCP must manifest its greatest strength--the brand commitment of its customers--which will simultaneously showcase its understanding of and connection with its consumers. Each department store has a prepackaged tone and identity and has a slogan ,"&,%@*8#!%,"#%/0+!2<#-%&+%0-.#-:%%I"#!#%&'*#+&,0-!%'#&8#%&+%09#+%!9&/#%40-%EFG%,0%#<;0.)%,"#%\4-*#+.')]%,0+#%04%^&'<&-,%("*'#%<&=*<*?*+@%,"#%!,)'#%&+.%32&'*,)%!,&+.&-.!%04%_&/)$!%,"-02@"%*,!%+#(#!,%business plan--its fast fashion. JCP must also maximize its strong online presence in order to broadcast JCP’s brand commitment.

Market Landscape Takeaway

9

brand essence

BRAND PERSONALITYStrengths: JCP is viewed as being down-to-earth and well-rounded.Threats: JCP lacks the boldness and reliability of Target and Macy’s.

BRAND EMOTIONSStrengths: JCP exudes emotions of assuredness and satisfaction.Threats: Unlike Target, which is found to be comforting in nature, JCP is labeled as detached and boring.

RO

MindsetThe Transitionals%̂ #% .#1+#% 02-% ,&-@#,% <&-6#,% 04% CD>JK% )#&->0'.% 4#<&'#!% &!% ,"#%“transitionals.” The transitionals are in a constant state of change, navigating through adulthood by traversing through pivotal life events such as higher education, engagement or marriage, young motherhood, +#(%/&-##-!7%&+.%1-!,>,*<#%"0<#0(+#-!"*9:%`-#32#+,')%9-0<9,#.%,0%make important decisions, the transitionals alternate between feelings of accomplishment and feelings of insecurity. While in the prime years 04% ,"#*-% '*8#!7% ,"#% ,-&+!*,*0+&'!% 4#&-% ,"#% JO>)#&->0'.% <*'#!,0+#% &+.%;#)0+.7%("*/"%,0%,"#<%!*@+*1#!%'#!!%,*<#%&+.%4#(#-%0990-,2+*,*#!%,0%actualize their life goals and make their mark on the world. Despite their insecurities, the transitionals steer their own course with youthful #+#-@)%&+.%*+40-<#.%&<;*,*0+7%&.09,*+@%<2',*9'#%-0'#!%&+.%&/32*-*+@%,"#*-%0(+%;#'0+@*+@!% ,"&,%1,% ,"#*-%!9#/*1/%9#-!0+&'*,*#!7%8&'2#!7%&+.%lifestyles. Above all, the transitionals desire a sense of authenticity and !#'4>(0-,"7%!,-*8*+@%,0%;#%/0<40-,&;'#%*+%,"#*-%0(+%!6*+7%/0+1.#+,%*+%,"#*-%decisions, and to be taken seriously by others.

Personality

Pivotal Life TransitionsIntimate RelationshipsThe average age for a woman to get <&--*#.%40-%"#-%1-!,%,*<#%*!%CT7%&+.%,"#%average age for remarriage is 34.

CKU% 04% (0<#+% &@#.% CD>JK% &-#%%%%%/0"&;*,*+@7% /0<9&-#.% ,0% CCU% 04%(0<#+%&@#.%JD>JW:%

`0-% (0<#+% &@#.% CD>JK7% KWU% &-#%married college graduates, com-9&-#.%,0%DRU%04%<&--*#.%+0+>/0''#@#%graduates.

MotherhoodThe average age for females to "&8#%,"#*-%1-!,%;&;)%*!%CD:

Q99-0=*<&,#')%DKU%04%4#<&'#!%&@#.%CD>CW% &+.% ZJU% 04% 4#<&'#!% &@#.%JO>JK% "&8#% /"*'.-#+:%Q;02,% "&'4% 04%,"#!#%(0<#+%"&8#%R%0-%C%/"*'.-#+:%

_0,"#-!% &@#.% CD>JK% /0+!,*,2,#.%ROU%04% ,"#% ,0,&'% 4#<&'#% 9092'&,*0+%&@#.%CD%)#&-!%0-%0'.#-%*+%COOS:%

Home OwnershipI"#% &8#-&@#% &@#% 40-% &% 1-!,>,*<#%home buyer is 34.

Q;02,% CRU% 04% ,"#% KO% <*''*0+% CD>34 year-olds in the United States <08#.%*+%COOW7%("*/"%&//02+,!%40-%&;02,%RYJ%04%&''%<08#!%*+%+&,*0+(*.#:

B+% CORO7% JWU% 04% CD>JK% )#&->0'.!%were living with their parents while KJU%(#-#%'*8*+@%*+%,"#*-%0(+%"0<#!:%

Higher EducationB+% COOS7% KTU% 04% 4#<&'#!% CD>JK%%%%%%received a college-level education, /0<9&-#.%,0%JZU%04%<&'#!%CD>JK:

The most popular Master’s Degrees for women are Business Administration, Education and Social Work.

I"#%<0!,%9092'&-%P0/,0-&,#%Y%Professional Degrees for women are Law, Medicine (MD) and Pharmacy.

Early CareerB+% COOS7% &<0+@% (0<#+% CD>JK7% ZK:DU% (#-#% '&;0->40-/#%%%%%%%%%%%%%%%%%%%%%%participants. - National Institute of Labor Relations

B+%-#/#+,%)#&-!7%(0<#+%CD>JK%"&8#%shown the biggest career growth of any group in the world. -Suzanne F0'.4#&,"#-7%/'0!#C'08#:/0<

Women account for slightly less than half of all pharmacists in the V:A:%&+.%#&-+%&;02,%SDU%&!%<2/"%as their male colleagues.

,&-@#,%9-01'#

Confident Self-ExpressersV+'*6#%,"#*-%)02+@#-%/02+,#-9&-,!%("0%.#1+#%,"#<!#'8#!%,"-02@"%;-&+.%*.#+,*,*#!7%,"#!#%(0<#+%&-#%<0-#%/#-,&*+%04%,"#*-%0(+%*.#+,*,*#!%&+.%/-#&,*8#')%&!!#<;'#%&!9#/,!%04%,"#%<&,#-*&'%(0-'.%,0%1,%,"#*-%0(+%!#'4>/0+/#9,:

Budget-Conscious Decision-MakersThese women are smart about their spending, prioritizing must-buys and scouting for the best deals. They will, however, indulge ,"#<!#'8#!%*4%,"#)%/0+!*.#-%,"#%32&'*,)%04%&%9-0.2/,7%!#-8*/#7%0-%#=9#-*#+/#%(0-,"("*'#:% Ambitious Multi-TaskersI"*!%.#<0@-&9"*/%*!%.-*8#+%,0%!2//##.%*+%&''%&-#&!%04%,"#*-%'*8#!7%*+/'2.*+@%,"#*-%4&<*'*#!7%/&-##-!7%9#-!0+&'%1,+#!!7%&+.%"#&',":%Although they fear failure, they set high short-term and long-term goals, aiming only for the best.

Tech-Savvy ConnectorsTo actively maintain relationships with close friends and family, these women embrace emerging social media in all of its forms. I"#)%&-#%&%9&-,%04%,"#%1-!,%@#+#-&,*0+%,0%/0<9-#"#+!*8#')%2!#%*+,#-+#,7%<0;*'#7%,#'#8*!*0+7%&+.%-&.*0%,0%!,&)%29>,0>.&,#%0+%/2--#+,%events and entertainment.

Perpetual Planners[#&-*+@%0-%!2-9&!!*+@%,"#%JO>)#&->0'.%<&-67%,"#!#%(0<#+%4##'%,"#%9-#!!2-#%,0%&/"*#8#%&+.%!2//##.%("*'#%&80*.*+@%/0!,')%<*!,&6#!:%Thus, they plan far ahead and evaluate multiple possibilities to ensure that they are making the best decisions.

RR

Despite leading busy lives, Transitionals are able to stay one step ahead of the game with the help of technology. They know what they want and what they’re doing. It’s JCP’s job to support them.

JCP must establish an engaging, reliable, and accessible brand personality that invites rather than forces participation in order to meet our target’s expectations.

Target Profile Takeaway

,&-@#,%9-01'#

RC

First and foremost, JCP must: Develop an emotional connection that accurately portrays JCP’s philosophy and values. %% %L!,&;'*!"%&%2+*32#%9#-!0+&'*,)%,"&,%*!%-#'&,&;'#%,0%CD>JK%)#&->0'.%(0<#+:

In order to establish a stronger connection and personality, JCP will showcase its most relevant quality — its practical understanding of each woman’s individuality. JCP will show that it is both reliable and accessible to all women in our demographic by:

The campaign will leverage JCP by connecting to the transitionals.JCP will display their understanding of the Transitionals’ pivotal life stages by:

^*,"%*+!*@",!%4-0<%,"#%/2',2-&'%/'*<&,#7%<&-6#,%'&+.!/&9#7%;-&+.%#!!#+/#7%&+.%,&-@#,%9-01'#%!#/,*0+!7%we were able to build an effective brand position and strategy for JCPenney.

The Tone

The Big Idea

The How

Consistently highlighting the importance of the individual consumer through ad executions.

Maintaining an honest and dependable relationship with consumers based on their individual needs.

a*8*+@%,"#<%,"#%32*+,#!!#+,*&'%-#,&*'%09,*0+!%,"&,%,"#)%+##.%,0%!2990-,%,"#<%,"-02@"%times of both accomplishment and insecurity.

Creating participatory spaces and opportunities for consumers to validate and solidify their identities as they progress through the stages of life.

brand strategy & positioning

creative strategy &

executions

RK

Concept: The voice – JCPenney.The subject – You.Allowing JCPenney as a brand to participate in and supplement the demographic's very real and personal life transitions.

Look: Real. Organic. Quick, unaltered glances into real people’s lives.

Tone: Supportive. Reassuring. Heartfelt. JCP products are made for real people and the imperfect world they occupy. Their lives do not follow a predetermined or linear path, and each individual makes the ups and downs uniquely their own. JCPenney celebrates these distinct paths rather than imposing their own pre-packaged vision of who these women should be.

“You’re on your way,” is a positive maxim -#M#/,*+@%0+%,"#%2+*8#-!&'%.*-#/,*0+%&+.%motivation that the Transitionals embark on, no matter what their stage in life may be.

JCP focuses on the core values of honesty, reliability and ease of service.

The goal is simple. JCP customers must realize that JCP cares about their individuality and uniqueness in the various roles they perform. While other retail competitors may focus on pushing a certain style or identity on their /'*#+,#'#7%EFG%#<;-&/#!%,"#%2+*32#%8&-*&,*0+%within the target demographic in terms of style, aspirations, and personal needs.

B+%,*<#!%04%!,-#!!%&+.%*+&.#32&/)7%,"*!%29'*4,*+@%&41-<&,*0+%(*''%!#-8#%&!%&%-#<*+.#-%04%&%(0<&+$!%innermost perception that she is on her way.

The Big Idea: “You’re on your way.”

creative strategy

RD

TV Spot: “One Dress Fits All”DELIVERABLES The progression of a single JCP dress throughout the many stages of a woman’s life. A heartwarming look at how the small things have such tremendous meaning in our lives. A"0,%4-0<%,"#%1-!,%9#-!0+%9#-!9#/,*8#%*+%!"0-,%/'*9!%(*,"02,%words.

SUBSTANTIATION JCP will show that they understand the realistic role that clothes play in a woman’s lives, compared to other retailers who stress ever-changing fashion styles. Advocating for this standout message will tap into the budget-conscious mentality of our demographic while showcasing how timeless and versatile JCP pieces are.

PLACEMENT%b41/*&'% /&<9&*@+% '&2+/"% .&,#c% SK,"% Q++2&'% Q/&.#<)%Q(&-.!:%JO>!#/0+.%!90,!%0+c%SK,"%Q++2&'%Q/&.#<)%Q(&-.!d%network shows-The Bachelor, Dancing with the Stars, _0.#-+%`&<*')7%P#!9#-&,#%e02!#(*8#!d%/&;'#%!"0(!>%IfF$!%Say Yes to the Dress, Lifetime’s Project Runway, and Bravo’s g#&'%e02!#(*8#!%4-&+/"*!#d%&%8*.#0%!,-#&<*+@%&.%40-%,"#!#%programs on Hulu.com, Pandora.com, and the network websites.

executions

RT

Web/TV: “You Made It”DELIVERABLES “I’m on my way to the mountains...to a big interview...to parenthood.” JCP website visitors can use their own self-shot videos with a provided template to make a professionally produced video shareable anywhere online. A collection of the best clips will air in a commercial on New Year’s Eve with the added message: “You made it.”

SUBSTANTIATIONThis UGC commercial is made for our customers by our customers and lets anyone and everyone become involved with the JCP “You’re On Your Way” campaign, fostering a connection with the brand.

PLACEMENTCall for video submissions on campaign site beginning on launch date. Airing on the last week 04% #&/"% <0+,"% 0+% TJ7OOOh% .*@*,&'% 02,>04>"0<#%!/-##+!%*+%CO%<&H0-%/*,*#!:%%f0/&,*0+!%04%!/-##+!%*+/'2.#% -#!,&2-&+,!7% ;&-!7% "#&',"% /'2;!7% 041/#%;2*'.*+@!7%@&!%!,&,*0+!7%&+.%,&=*%/&;!:%%Q%1+&'%IN%commercial broadcast during Dick Clark’s New Year’s Rockin’ Eve.

Web: Youreonyourway.comDELIVERABLESJCP’s landing page will be transformed into an open-ended search tool where women can explore JCP’s offerings in a whole new way. Type anything: “cocktail party,” “black and gray,” “interview.” The results: cocktail dresses and "0!,#!!%@*4,!7% *,#<!%,&*'0-#.%,0%,"&,%!9#/*1/%/0'0-%/0<;*+&,*0+7%&+.%02,1,!%,0%*<9-#!!%&+%*+,#-8*#(#-%accompanied by a blog post for great interview tips. With this new organic search tool, JCP will 044#-% ,"#% 9#-4#/,% 02,1,7% @*4,7% 0-% &.8*/#% 40-% &+)%occasion.

SUBSTANTIATIONSometimes people don’t know exactly what they’re searching for. JCP’s new search page will offer a distinct and innovative search option where not every result is a product to be bought. JCP wants to help their customers get exactly what they need.

PLACEMENTOn JCPenney.com from beginning to end of campaign cycle.

online presence

RZ

Web: “Making A Mend” Facebook: Virtual Style

DELIVERABLESF2!,0<#-!% (*''% /-#&,#% 2+*32#% 02,1,!%0+'*+#% *+% EFG$!% N*-,2&'% b2,1,% F-#&,0-%that complement each week’s featured 9*#/#%04% /'0,"*+@:%I"#% ,09%ROO%02,1,!%(*''%be displayed on the JCP Facebook page &+.% !"099#-!% (*''% ;-0(!#% 02,1,!% ,0% 80,#%for their favorite by “liking” it. At the end 04% #&/"% (##67% ,"#% 9#-!0+% ("0!#% 02,1,%receives the most “likes” will be deemed a JCP Fashionista and will receive the entire 02,1,%40-%4-##:%b,"#-%/2!,0<#-!%(*''%-&/#%,0%;#%0+#%04% ,"#%1-!,%DOO%9#09'#% ,0%;2)% ,"#%/0<9'#,#% (*++*+@% 02,1,% &,% &% .*!/02+,#.%price.

SUBSTANTIATION Online shopping becomes fun and engaging when customers visualize and .#!*@+%02,1,!% /#+,#-#.%&-02+.%&% !9#/*1/%article of clothing. With enticing discounts, the many online shoppers in our demographic will check back throughout ,"#%(##6%,0%!##%("*/"%EFG%02,1,!%&-#%<0!,%popular.

PLACEMENTAvailable on JCPenney.com and Facebook starting from launch date.

Partnership: Norah Jones

DELIVERABLESEvery woman has goals (what they are ultimately “on their way” to) and JCP wants to hear about them via personal videos or narratives on JCP.com. Shoppers will be able to browse these posts and vote on their favorites. Every three months the highest ranked post will be used by Norah Jones as inspiration for a new single.

SUBSTANTIATIONThe Norah Jones partnership ensures that customers feel recognized by JCP. The contest encourages consumer participation &+.%*+,#-&/,*0+%&+.%;00!,!%0+'*+#%,-&41/%40-%our tech-savvy demographic, but above all radiates warmth and positivity.

PLACEMENTCall for submissions on campaign site beginning on launch date and lasting until the end of the campaign. Four singles will be released on iTunes.

DELIVERABLES Don’t throw away that coffee-stained shirt. Instead, pull up JCP M.D. on your '&9,09% 0-%(#;>#+&;'#.% 9"0+#% ,0% 1+.% ,"#%right diagnosis for whatever is ailing your apparel. Learn how to sew a button, hem a pant leg, or even turn that old skirt into something completely new.

SUBSTANTIATION%i)% #+/02-&@*+@% /2!,0<#-!% ,0% 1=% !<&''%9-0;'#<!% &+.% ,0% 1+.% +#(% 2!#!% 40-%their clothes, JCP shows that they’re not about throwaway fashion. Having a retailer encourage customers to not always buy something new will show a stark difference between JCP and other companies and will show that JCP really understands the lives of their money-conscious demographic.

PLACEMENT Videos will be uploaded to the JCP YouTube channel and displayed on the campaign site throughout the campaign cycle beginning from launch date.

DELIVERABLES In the My JCP game on Facebook, users will build and manage their own JCP store. Players stock their virtual departments from an up-to-date selection of JCP items. As game players successfully reach to higher levels, they will expand their store to include more departments and items. Aside from enjoying this social game on its own, our demographic will be excited to (*+%&%-#(&-.!%/0290+%40-%#8#-)%18#%'#8#'!%played.

SUBSTANTIATION Women in our demographic age group &-#% ,"#% <0!,% 4-#32#+,% !0/*&'% <#.*&% @&<#%players, so sponsoring a Facebook game is an effective and engaging way to connect with them. Also, incorporating actual JCP items will showcase what’s on trend and encourage users to purchase them from JCP.

PLACEMENT Available on Facebook starting on launch date.

Facebook: My JCP

online presence

Web: As Seen on TV

DELIVERABLES “Puppy Love,” a web series created by a former writer of “Sex and the City,” focuses on women struggling in relationships with men due to their relationships with their dogs. JCP will provide the entire wardrobe for the web series, including clothing, jewelry, and other accessories. The female characters (whom our demographic can -#'&,#%,0j%(*''%!"09%40-%02,1,!%40-%,"#*-%.&,#!%*+%&%EFG%!,0-#7%#&/"%(0<&+%1+.*+@%,"#%9#-4#/,%02,1,%40-%"#-%!9#/*1/%,&!,#:

SUBSTANTIATION There is already an established audience that follows Amy Harris’ work. As she makes the transition from “Sex and the City,” which still remains an extremely popular series for our demographic, a great way to reach Ms. Harris’ established audience will be through product placement in “Puppy Love.”

PLACEMENT%I(0%(#;*!0.#!%,0%;#%&*-#.%0+%e2'2:/0<%*+%#&-')%[08#<;#-%CORC:

Web: Banner Ads

DELIVERABLESI"*!%2+*32#%;&++#-%&.%#=9#-*#+/#%(*''%2,*'*?#%/&/"#%!#&-/"%"*!,0-)%&+.%/006*#!%to target consumers based on past searches related to JCP merchandise. Multiple banners on a single page will depict models showcasing one particular item that the consumer has shown interest in, like a little black dress.

SUBSTANTIATIONAn important part of building JCP’s brand image is connecting to tech-savvy (0<#+:%I"*!%;&++#-%&.%/&,#-!% ,0%#&/"%/0+!2<#-$!%2+*32#%9-#4#-#+/#!% *+%&%fresh, engaging style that says, “JCP is not about cookie-cutter fashion. JCP emphasizes beauty through individuality.”

PLACEMENTPlaced on popular websites including Pandora, Amazon, YouTube, Perez e*',0+7%G0@07%i*@%`*!"%a&<#!7%&+.%_0+!,#-%4-0<%!,&-,%,0%1+*!"%04%/&<9&*@+%cycle.

RS

online presence

RW

Magazine Ad: “Flip Out”DELIVERABLES%Q,%1-!,%@'&+/#%,"#%(0<&+%*+%,"*!%9-*+,%&.%*!%(#&-*+@%4#&,2-#.%*,#<!%k'*6#%the Worthington Lace Trim Cami and a.n.a. Destructed Straight Leg E#&+!j7%;2,%;)%M*99*+@%,"-02@"%,"#%08#-'&)!%40-%,"#%,09!%&+.%;0,,0<!7%(0<#+%(*''%;#%&;'#%,0%/-#&,#%29%,0%!*=,##+%02,1,%/0<;*+&,*0+!:

SUBSTANTIATION Real fashion is fashion the way you would really wear it, not just the single permutation often offered in magazine ads. This fun, dynamic 9-*+,%&.%(*''%/&,/"%)02-%#)#%&+.%&''0(%)02%,0%.#!*@+%&+%02,1,%\)02-%(&):]

PLACEMENT Seasonal inserts in fashion magazines including InStyle, People StyleWatch, Elle, and Lucky Magazine.

Magazine Ad: “Adaptive Apparel”DELIVERABLES Today’s woman is capable of taking on diverse roles within a single day. This magazine and iPad-compatible advertisement illustrates JCP’s potential for accommodating the multiple roles that individual women juggle.

SUBSTANTIATION Women work by day, socialize by night, and spend time at home in-between. JCP understands this and can assist these women in meeting these overlapping, yet distinct, daily roles.

PLACEMENT Monthly ads in entertainment, fashion, bridal, and parenting print and iPad magazines, including InStyle, People, People StyleWatch, Lucky Magazine, Elle, Brides, Fit Pregnancy, and Parenting.

print

Our Quick Response Code will accompy all print ads and direct viewers to youreonyourway.com.

CO

In-store: “Role Models”

DELIVERABLESJCP will send deals to customers as they walk into stores by using ShopAlerts by PlaceCast to send SMS coupons to customers who opt into the system. No spam will be sent at any time, just coupons and deals.

SUBSTANTIATIONThough women don’t want to be out of the loop, they don’t want their attention grabbed at inconvenient times. By using the ShopAlerts system, JCP will interact directly with customers with information that is timely and relevant to where they are.

PLACEMENTAccessible by any phone capable of SMS messaging. Geofence GPS technology will be placed in JCP stores nationwide beginning from the launch date.

Mobile: Shopping Zone

DELIVERABLESClothing displayed in-store will be showcased as closets customized by featured designers, sponsored personalities, and winners of the different JCP online fashion contests. Closets will display JCP items along with personal touches from the curator such as framed photographs, favorite movie posters or paintings, fashion sketches, or other inspiration.

SUBSTANTIATIONGiving JCP customers a peek into the closet of a notable person will increase brand interest while emphasizing the campaign’s message of individuality and realism. The displays will take JCP’s interactive virtual forum to a more personal level, generating interest in pre-existing online contests and the JCP blog and choosing famous personalities will also engage their fans within our target market.

PLACEMENTDifferent closet design displayed on rotating basis throughout the campaign cycle in JCP stores nationwide.

In-store: “Collective Closet”

in-store experiences

DELIVERABLESQ,% !#'#/,% EFG% !,0-#!7% '*8#% <&++#32*+!% (*''% !"0(/&!#% +#(%products and trends in a surprising and authentic way. Each window display will show real women in different roles and settings, such as a woman enjoying coffee with her friends or a professional woman on her way to work.

SUBSTANTIATIONWomen will take notice of these live, eye-catching window .*!9'&)!:% A,0-#% <&++#32*+!% &-#% !,&-6% &+.% '*4#'#!!7% !0% ;)%showcasing real women wearing real JCP clothing, we will demonstrate that JCP itself suits the real, modern woman.

PLACEMENTA"0(/&!#.% *+% CO% EFG% !,0-#!% *+% ,"#% +&,*0+$!% '&-@#!,% /*,*#!%right before the launch date, Mother’s Day, Black Friday, and F"-*!,<&!Ye&+266&":

CR

App: QR Code Scanner

DELIVERABLESA mobile application designed for our on-the-go, “I check my email while in line at Starbucks” type of woman. This is a barcode scanner, wish-list generator, total price calculator, inventory checker, store directory, &+.%02,1,%@2-2%&''%*+%)02-%90/6#,:%^#%/2,%,"#%"&!!'#%&+.%complication of so many other apps and created an intuitive, natural, and easy-to-use tool.

SUBSTANTIATIONJCP already has a well-developed and renowned app as well as in-store interactive kiosks, but they are missing key functions that much of our demographic wants. The JCP Pocket Kiosk includes everything they need and nothing they don’t.

PLACEMENTAvailable for download on iPad, iPod Touch, and iPhone and Android smartphones starting from launch date.

Billboard: “Tra!c Trends”

DELIVERABLESWomen today are always driving somewhere, and driving is boring. With a dynamic, car-sensitive billboard, drivers themselves will change the image on the billboard simply by passing an infrared sensor. The billboard features several women modeling JCP’s latest fashions. As cars speed past the sensors the corresponding lane’s clothing will change -&9*.')%,"-02@"%!#8#-&'%02,1,%09,*0+!7%/-#&,*+@%&%-"),"<*/%&+.%energetic ad.

SUBSTANTIATION Whether they are the lone driver going home late at night or one of many commuters passing during rush hour, each driver will *+.*8*.2&'')%*<9&/,%,"#%;*'';0&-.$!%*<&@#:%B+%,"#%02,1,!%!"0(+7%JCP’s modern styles will be showcased in an exciting fashion.

PLACEMENT Beginning on launch date, for every two months, a new ;-&+.%(*''%;#%4#&,2-#.%0+%COOO%.*@*,&'%;*'';0&-.!%*+%JD%<&H0-%cities.

on the goRadio Spot: “Fine-Tuned”

DELIVERABLES A series of radio ads will target local audiences heading to big events in their area. Families driving to “the big game” will hear that JCP sells coolers, tail gate chairs, and team jerseys. Other people on their way to a big local marathon will hear about JCP’s workout clothes and running shoes. The spot would also describe a contest in which people will bring their event tickets to their local JCP to enter a drawing for a chance to win items mentioned in the radio spot.

SUBSTANTIATION%i)%&/6+0('#.@*+@%,"#%!9#/*1/%#8#+,!%9#09'#%<&)%;#%0+%,"#*-%(&)%to, it creates an emotional connection to our demographic.

PLACEMENTA,&,*0+!%9'&)*+@%"*,!% 4-0<% ,"#%SO$!7% WO$!7% COOO$!7% &+.% ,0.&):%Q*-#.%.2-*+@%9#&6%,-&41/%&+.%&4,#-%,&-@#,#.%'0/&'%#8#+,!:%

In addition to the contest, a series of radio ads will run that emphasize how clothing can play an important role in women’s recollections of fond memories.

Sample Script “Right now, you’re probably on your way to the Chargers game. I bet you already have your cooler, team jersey, and foam finger, but are you prepared for the after game? JCP’s got you covered for everything you need to recover from 3 hours of cheering, including luxurious Pacific Coast® pillows, Adidas sweatpants, and if you’re feeling a particularly intense post-win high, leather massage chairs. JCP is here for you after but for now, you’re on your way.”

CC

Event: “Make a Run For It”

DELIVERABLES The JCP Women’s Half-Marathon will give women an opportunity to accomplish a self-empowering goal while raising money for the Women Helping Women charity. Free training sessions held for participants at JCP stores will bolster the participants’ physical /&9&;*'*,*#!% &+.% /0+1.#+/#:% Q% ;&+32#,% (*''% ;#% "#'.%the night before the marathon, complete with a dinner, !9#&6#-!%4-0<%,"#%/"&-*,)7%&+.%&%-&4M#%,0%9-0<0,#%EFG%merchandise and our healthy-lifestyle sponsors. SUBSTANTIATION Sponsoring a half-marathon will frame JCP as an altruistic company that inspires and strengthens (0<#+$!% /0+1.#+/#:% I-&*+*+@% !#!!*0+!% (*''% !"0(%participants that JCP wants them to develop skills needed to successfully complete the race. Completing &%"&'4%<&-&,"0+%*!%&%!*@+*1/&+,%9#-!0+&'%&/"*#8#<#+,%that will leave participants feeling accomplished.

PLACEMENT Marathon will take place in Denver, CO. Registration ;#@*+!%_&-/"%CORC%&+.% ,"#%#8#+,%(*''% ,&6#%9'&/#% *+%September.

Event: “Along For the Ride”

DELIVERABLES%e&*'*+@%&%/&;%*!%&'(&)!%&%"&!!'#7%;2,%("#+%,"#%EFG%M##,%04%,&=*!%roam the streets, city-goers will be excited at the prospect of M&@@*+@%.0(+%&%4-##%-*.#:%b+%(##6#+.!%&+.%"0'*.&)!%*+%!#'#/,%cities, JCP Cabs will drive around looking for lucky patrons who will receive complimentary rides between clubs, bars, and restaurants, helping and surprising people “on their way.”

SUBSTANTIATION Targeting a trendy city crowd, complimentary cab rides will demonstrate JCP’s desire to make nights out on the town, and life in general, easier and more enjoyable for women everywhere. Creating a city-wide hype, cab-goers will constantly be on the lookout for the next free ride, keeping JCP on everyone’s mind.

PLACEMENT%̀ 0-%0+#%(##6#+.%#&/"%<0+,"7%CO%,&=*!%(*''%,-&8#'%,"-02@"%,"#%+&,*0+$!%JO%'&-@#!,%/*,*#!:

eventsEvent: “Accessible Apparel”

DELIVERABLES The JCP On-The-Go Style Trucks will be tightly curated to include stylish and compatible accessories, shoes, and /'0,"*+@% ,"&,% (*''% "#'9% &//#+,% &+)% 02,1,:% I"#!#% ,-2/6!% (*''%be parked in business districts, tourist zones, and shopping districts without a nearby JCP store. Women will also be able to follow each truck’s updates on Twitter to keep track of its next location.

SUBSTANTIATIONI"#!#%<0;*'#% !,0-#!% 044#-% &% 2+*32#% &+.% /0+8#+*#+,% !"099*+@%#=9#-*#+/#% 40-% (0<#+7% 9#-4#/,% 40-% &% 32*/6% !"099*+@% ;-#&6:%By only offering select merchandise, shopping becomes <&+&@#&;'#7%&''0(*+@%40-%32*/6%1+.!:%^0<#+%/&+%9'&+%&"#&.%to stop at a JCP On-The-Go Style Truck or can spontaneously stumble upon one and take a break from their busy day.

PLACEMENTB+%,"#%<0+,"%9-*0-%,0%,"#%!,&-,%04%#&/"%!#&!0+7%JO%A,)'#%I-2/6!%(*''%travel through the nation’s largest cities, one per city.

CJ

Giveaway: Ellen

DELIVERABLES JCP will host a month-long giveaway on Ellen, the 9092'&-%JR>,*<#%L<<)>(*++*+@%,&'6%!"0(:%%G#09'#%&/-0!!%,"#%/02+,-)%(*''%+0<*+&,#%,"#%<0!,%*+M2#+,*&'%woman in their lives, and as the nominations are !2;<*,,#.% L''#+% (*''% /"00!#% "#-% I09% CO:% I"#!#%!#'#/,#.% (0<#+% (*''% &''% ;#% M0(+% ,0% f:Q:% (*,"% &%guest, provided with hotel accommodations, featured on the Ellen show, and given a complete EFG%(&-.-0;#%&'0+@%(*,"%XRO7OOO:%

SUBSTANTIATION The Ellen show has elevated itself to become one of the top daytime TV shows in the nation. This giveaway allows JCP to connect with its audience and reminds them that JCP sees customers as 2+*32#%*+.*8*.2&'!%(*,"%*<90-,&+,%*.#&!%,0%!"&-#:%

PLACEMENTCO%#9*!0.#!%04%I"#%L''#+%P#a#+#-#!%A"0(%,0%&*-%in May.

Giveaway: “Bundle of Joy”

DELIVERABLES JCP will donate Binky Bags to new mothers in maternity wards all across America on Mother’s Day. The JCP Binky Bags include plush blankets, clothing for their newborn, bibs, and colorful toys tucked into a convenient diaper bag, all of which are available at JCP. The kit will also contain the exclusive JCP ?*9>29%"00.*#%&+.%M*9>M09!%9&/6&@#:

SUBSTANTIATION Even with nine months to plan, new mothers may still feel anxious about the new addition to their family. By giving out JCP Binky Bags, we will give new mothers a feeling of relief, helping them with their next big step into their new role as a mom.

PLACEMENT%C7DOO%;&@!%(*''% ;#%.0+&,#.% ,0%"0!9*,&'!% *+%#&/"%04% ,"#%+&,*0+$!%CO%'&-@#!,%/*,*#!%0+%_0,"#-$!%P&):

Giveaway: “Zip-Flip”

DELIVERABLES Slipping into a comfy, loose sweater and a pair of M*9%M09!%&'(&)!%4##'!%@-#&,:%EFG%@#,!%*,:%B+%02-%l*9>Flip Giveaway, JCP will hand out those comfort items simply to make life that much more enjoyable. This perfect pair of JCP items will be given out during our Along for the Ride event, Bundle of Joy giveaway, and at our JCP Make a Run for It marathon.

SUBSTANTIATION We want women to know that JCP is here for them, whether inside the store or out. This giveaway directly reaches out to JCP customers and is also a great way to spread the word about JCP’s commitment to women everywhere. Giving out a sweater and M*9>M09!%!"0(!%,"&,%EFG%*!%.#80,#.%,0%6##9*+@%,"#*-%customers comfortable.

giveaways

CK

TV Spot: “Put a Ring On It”

DELIVERABLES Youthful novelty rings and mood rings are replaced by class rings as she grows older, eventually showcasing a sophisticated Modern Bride engagement ring. Nostalgic and emotional, this spot acknowledges the importance of all the stages of a woman’s life and and promotes one 9&-,*/2'&-')%42+.&<#+,&'%!,&@#c%"#-%<&--*&@#:%A"0,%4-0<%,"#%1-!,%9#-!0+%perspective in short clips without words.

SUBSTANTIATION g#!#&-/"% !"0(!% ,"&,% TDU% 04% ;-*.#!% @*8#% .*-#/,% *+92,% 40-% ,"#*-%engagement rings, revealing that women place great importance in selecting the rings that symbolize the love in their lives. Creating an emotional connection between potential brides and the Modern Bride collection is essential so that Modern Bride rings will shine on ,"#*-%1+@#-!%40-%)#&-!%,0%/0<#:

PLACEMENT Network shows-The Bachelor, Dancing with the Stars, Modern `&<*')7% P#!9#-&,#% e02!#(*8#!d% /&;'#% !"0(!>% IfF$!% A&)% m#!%to the Dress, Lifetime’s Project Runway, and Bravo’s Real e02!#(*8#!%4-&+/"*!#d%&%8*.#0%!,-#&<*+@%&.%40-%,"#!#%9-0@-&<!%on Hulu.com and the network websites.

DAVID YURMAN

This partnership will provide shoppers with affordable jewelry from a high-end designer with classic American style. To further JCP’s already established Modern Bride concept, David Yurman engagement rings are an elegant but affordable option.

CRATE&BARREL

Known for its upscale and contemporary style of home items, Crate & Barrel is the perfect home store collaboration for JCP, providing customers with affordable yet stylish home items to match their lifestyles.

KATE SPADE

Kate Spade, known for its colorful, cheerful designs, will infuse JCP’s handbag collection with a fun and modern twist. A label many women &.<*-#%(*''% 1+&'')%;#%&% -#&!0+&;'#%&+.%affordable option.

In-Store PartnershipsDELIVERABLES To build JCP brand awareness and to further provide current JCP customers with the merchandise they love, the following !,-&,#@*/&'')%/"0!#+%<#-/"&+.*!#%9&-,+#-!"*9!%(*''%@*8#%/2!,0<#-!%4&!"*0+>40-(&-.7%@00.%32&'*,)%9-0.2/,!%&,%,"#%&440-.&;'#%9-*/#%,"&,%JCP is known for.

PLACEMENTLaunched individually on different holidays in JCP stores nationwide and JCPenney.com.

LULULEMON ATHLETICA

Promoting health and happiness, Lululemon will design affordable, high-32&'*,)7%)0@&>*+!9*-#.%/'0,"*+@%&+.%@#&-%for JCP. To launch the partnership, JCPs across the country will host complimentary, in-store yoga lessons during the summer leading up to the JCP Women’s Half-Marathon in the fall. Women will enjoy the physical and #<0,*0+&'% ;#+#1,!% 04% )0@&% ,"&,% EFG%help provide.

partnerships

SUBSTANTIATION JCP cares about the health and happiness of the incredible, superhero-#!32#% (0<#+% *+% ,"*!% /02+,-):% i)%partnering with Lululemon to give the gift of yoga, JCP hopes to recognize these women for all that they do.

PLACEMENT Lululemon activewear will be available in JCP stores nationwide and JCPenney./0<%;#@*++*+@%E2+#%CORC:%%m0@&%!#!!*0+!%(*''% &'!0% ;#@*+% *+% E2+#% CORC% *+% DOO% EFG%locations across the country and continue on a bi-monthly basis for three months.

CD

To connect with our tech-savy demographic, JCP will partner with various bloggers and tap into the immense popularity of blogs. These bloggers have been selected to represent the values and lifestyles that are important to our demographic.

GOOP

Gwenyth Paltrow’s blog, GOOP, embodies important aspects of a well-rounded woman’s lifestyle. A new section on GOOP called JCP’s Savvy Spender will promote a variety of JCP items, while Gwyneth’s Picks on the JCP website will feature products chosen by Ms. Paltrow.

MONEY SAVING MOM

b2-% 9&-,+#-!"*9% (*,"% .#&'>1+.*+@% /0++0*!!#2-% F-)!,&'% G&*+#% 04%MoneySavingMom.com will include a JCP Deals of the Day tab on "#-%(#;!*,#%,0%4#&,2-#%EFG%*,#<!$%@-#&,%9-*/#%&+.%32&'*,):%I0%#+@&@#%budget-conscious shoppers, a “share” button will be available for women so they can suggest items to friends in their social networks.

Blog Partnerships

KANDEE JOHNSON

Kandee Johnson, a mother of four whom our demographic can relate to and trust, uses YouTube to showcase her expertise about "&*-7%<&6#297%&+.%4&!"*0+:%n&+.##%(*''%/-#&,#%&%!#,%04%18#%8*.#0!%for JCP with accompanying blog posts to showcase JCP’s variety of fashion-forward products and services.

On her blog, thepioneerwoman.com, Ree Drummond chronicles her life as a rancher’s wife and mother of four. With sections dedicated to everything from home decorating to cooking, she keeps readers &<2!#.% (*,"% "#-% 2+*32#% 9#-!9#/,*8#:% % EFG% (*''% !90+!0-% 9-0.2/,%reviews and giveaways related to each section.

PIONEER WOMAN

%EFG% (*''% 9&-,+#-% (*,"% (-*,#-% n&,% a-*41+% 4-0<% F0-90-#,,#:/0<% ,0%reach out to hardworking professionals in our demographic. This partnership will engage our demographic through blogs, vlogs, and *+>!,0-#% (0-6!"09!7% 2!*+@% 02,1,!% &+.% &//#!!0-*#!% 4-0<% ,"#% EFG%catalog to promote JCP’s professional apparel.

CORPORETTEMICHAEL KORS

Michael Kors is synonymous with classic, clean style. JCP’s collaboration with Michael Kors will give customers the option to purchase timeless Michael Kors pieces at an incredible price.

TORY BURCH

JCP will partner up with Tory Burch to create "#-%1-!,%#8#-%;#..*+@%'*+#%,0%;#%!0'.%#=/'2!*8#')%through JCP. Her fresh prints will attract young members of our demographic who are looking for a more contemporary style.

partnerships

media plan

CZ

TargetReach/

Frequency CreativeTimingGeographyObjective:

Turn JCP into a lovemark and premier shopping destination among CD>JK>)#&->0'.%4#<&'#!:

Strategy:

Create and deepen the cognitive-emotional connection between the target and JCP at all customer touch points. Enhance existing and generate new points of contact that highlight JCP as the solution to the target’s particular wants and needs.

Objective:

g#&/"%ZDU%04%,"#%,&-@#,%audience with the effective 4-#32#+/)%04%Z:%

Strategy:

Use a diverse set of traditional and emerging media to achieve the 09,*<&'%-#&/">,0>4-#32#+/)%ratio among our highly segmented target audience. Select media vehicles that correspond highly with the target’s media consumption habits.

Objective:

Provide the best situational context and frame of mind for our target to understand the creative message, which illustrates EFG$!%2+*32#%+&--&,*8#%and distinctive value over competitors.

Strategy:

V,*'*?#%!9#/*1/%<#.*&%&',#-+&,*8#!%,"&,%-#M#/,%,"#%mobile and transitional core of the “You’re on your way” campaign.

Objective:

Utilize various schedules to strategically launch and propagate executions through the campaign cycle across multiple media platforms.

Strategy:

Continue JCP’s tradition of launching creative during the 84th Annual Academy Awards--the “Women’s Superbowl”. Take advantage of spikes in target spending behavior during holiday and shopping seasons ,"-02@"%M*@",*+@%&+.%92'!*+@%schedules while maintaining a stable brand presence through continuous and blinkering schedules. Consider target’s lives as opportunities to establish brand relevancy.

Objective:

Establish brand contact with target markets that are likely to have access to JCP.

Strategy:

Utilize a combination of national and local media to capture both broad and niche markets. Dedicate extra communicative efforts to metropolitan areas where the target is especially concentrated and JCP is a highly-considered and accessible retail choice.

media objectives and strategies

CS

campaign calendar & budget

CW

TV + Online Video Streaming Commercial ads will air during both traditional programming, allowing for high impact and reach to broad audiences, as well as online video streaming, enabling viewers to decide when and where to watch. While commercial ads raise brand awareness and interest, product integration in the webisode series will emphasize JCP’s fashion-forward products in an organic and realistic story line.

Digital OOH Digital out-of-home advertisements will penetrate areas where our demographic consistently !9#+.!%,"#*-%,*<#:%I"*!%*+/'2.#!%-#!,&2-&+,!7%;&-!%&+.%'02+@#!7%041/#%;2*'.*+@!7%"#&',"%/'2;!7%@&!%!,&,*0+!7%<&H0-%4-##(&)!7%,&=*%/&;!7%&+.%"0,#'%'0;;*#!:%b+#%;#+#1,%04%.*@*,&'%&.8#-,*!*+@%is that each ad can be tailored to the time of day, place, or occasion.

Magazine + iPad^#%9'&/#.%02-%9-*+,%&.!%*+%!9#/*1/%<&@&?*+#!%,"&,%&-#%9092'&-%40-%(0<#+%*+%02-%&@#%@-029:%These magazines highlight parenting and affordable fashion, which tie into our campaign’s down-to-earth tone. Monthly ads will aid in increasing overall brand awareness, while seasonal inserts will aim to increase sales for spring and fall fashion lines.

RadioOur demographic is comprised of heavy listeners of radio, and this medium allows us to reach a large audience, whether they are on their way to work, daycare, or the gym. I"#%<0!,%9092'&-%!,&,*0+!%!,&,*0+!%&<0+@%4#<&'#!%CD>JK%(#-#%/"0!#+7%&+.%02-%&.!%(*''%broadcast during the times these women are most likely to be driving.

Mobile Because more and more women in our demographic are using smart phones, our mobile app will provide convenient functionality to aid in the JCP shopping experience. We will still ensure the largest reach possible by incorporating an SMS text messaging 9-0@-&<%,0%.-*8#%*+>!,0-#%,-&41/%;)%044#-*+@%#=/'2!*8#%<0;*'#%9-0<0,*0+!:%

Website enhancementsBecause of the important role of search in today’s world, the JCP splash page will be an easy-to-navigate feature for our tech-savvy Transitionals. With the popularity of sharing content on blogs and social media sites, the participatory nature of the campaign microsite will be embraced by our demographic.

Social MediaThe Transitionals have a high rate of engagement with social media. Because of JCP’s extensive group of followers across social media platforms, all executions are complemented by social media components, which serve as an effective way to keep these women engaged and interested in JCP.

Keywords SearchGoogle, Yahoo, and Bing are the top three search engines in the nation. Our tech-savvy Transitionals utilize search in their everyday web habits. Therefore, advertising through these search engines will help position JCP as a relevant solution in their search for apparel or home goods.

Web Banner Adsb2-%,#/">!&88)%.#<0@-&9"*/%!9#+.!%&%!*@+*1/&+,%&<02+,%04%,*<#%0+%,"#%*+,#-+#,:%I"#!#%banner ads, carefully placed on websites that Transitionals enjoy, will integrate JCP with their current interests.

Special Events Live events communicate to costumers that JCP is an uplifting, exciting, and personable brand. These unexpected, new ideas will foster attention and press while showcasing JCP’s concern for their customers’ well-being.

Live StuntsThese stunts grab attention, while simultaneously stimulating interest and generating buzz about JCP, which helps to establish JCP as a modern, of-the-moment brand. A/"#.2'#.%&-02+.%<&H0-%!"099*+@%9#-*0.!7%,"#!#%!,2+,!%&*<%,0%*+/-#&!#%,-&41/%*+,0%EFG%stores.

Mobile Boutique + TaxisThese events provide face to-face interaction between brand ambassadors and our ,&-@#,%&2.*#+/#%*+%&%2+*32#%!#,,*+@:%%`2-,"#-<0-#7%,"#!#%#8#+,!%;-*+@%&+%#'#<#+,%04%novelty, surprise, and added convenience for the target, which helps demonstrate that JCP has their best interests at heart.

In-store DisplaysThe in-store closet display adds a personal touch to the in-store JCP shopping experience. They provide a means for popular designers and personalities to engage with the target, while also encouraging participation through showcasing the styles of contest winners.

Rewards + GiveawaysGiveaways associate JCP with positive feelings of generosity and create an emotional connection with the consumer. By rewarding women who are embarking on new chapters in their lives, JCP demonstrates that it is in touch with the different life stages that they are experiencing.

media rationale

JO

Quantitative:Search volume of related JCP keywords

B+,#-+#,%F006*#!%,0%*.#+,*4)%(#;%2!#-!%o%4-#32#+/)%04%8*!*,Conversion rate of consumers due to search

While customers remain loyal, JCP struggles to keep up with the competition in attracting new customers. Therefore, by observing the rate of those who are new to the brand and purchase an item, JCP can see how the brand successfully appeals to a broader audience.

Qualitative:Social Intensity: represents the rate at which social actions occur, such as rating, sharing, blogging, recommending, commenting, etc.

Click-through rates may be easy to obtain but it does not rec-ognize how people interact with the brand. By recognizing the presence of a brand in a social context, we can clearly see how effectively JCP is being perceived by the public.

Media Coverage: Television, Radio, Online Mediums

Feedback from social media, such as Facebook and Twitter

^#%(*''%#8&'2&,#%02-%/&<9&*@+%;&!#.%0+%,"#%09#+*+@%04%+#(%0+'*+#%&//02+,!:%i&!#.%0+%02-%-#!#&-/"%&+.%09,*<*?&,*0+!7%(#%#=9#/,%,"&,%40-%#8#-)%XJO%(#%!9#+.%0+%9&*.%<#.*&7%0+#%+#(%&//02+,%(*''%;#%09#+#.:%Throughout the year we will continue to optimize our campaign based on the following metrics, and we will pull or add in media accordingly to maintain our goal.

$30 per Online Account Open$78,058,513 / 30 = 2,601,950 new online signups in the first year alone!On average, they will spend $100 in one year at JC penneys:2,601,950 x 100 = $260,195,000 in gross revenue.

measurements of success & evaluations

Quantitative:Online survey featured on JCP’s main site, as well as a link placed on JCP’s Facebook page

Qualitative:Secret shoppers will account for the success of the in-store experience.

JCP will be able to check for the successful implementation of the in-store experience.

To assess brand image, we will test for brand recognition and perceived values.

JCP will be able to check how the brand has evolved and is perceived more in line with the image they are trying to project.

1. Survey:g#&/"%40-%D7OOO%!&<9'#!%&+.%@*8#%02,%DOO%-#(&-.!%XD%#&/"DOO%=%XDp%XC7DOO%

2. Keyword ResearchV!#%^0-.I-&/6#-%k",,9cYY(((:(0-.,-&/6#-:/0<j7%40-%("*/"%&%!2;!/-*9,*0+%/0!,!%&99-0=*<&,#')%XCDO%9#-%)#&-:

3. Secret ShoppersI09%ROO%EFG%!,0-#!%k;&!#.%0+%!&'#!j%+&,*0+(*.#d%EFG%!#+.!%C%9#09'#%,0%,"#%!,0-#%32&-,#-')%&+.%,"#)%&/,%&!%!#/-#,%!"099#-!%and report how customers shop at JCP for 4 hours each. ROO%!,0-#!%=%C%!#/-#,%!"099#-!%=%K%,*<#!Y)#&-%=%K%"02-!%=%XRDY%"02-%-&,#p%XT7KOO%

Estimated Evaluation Total $9,150

Campaign Metrics

Continuous Maintenance Periodic Maintenance Estimated Cost

JR

JCPenney. You’re on your way.

Consumers today are savvier, more demanding, and have more options and choices than ever before. While technology has enabled them to pick and choose 4-0<%<*''*0+!%04%09,*0+!%(*,"%,"#%,02/"%04%&%1+@#-7%+&8*@&,*+@%,"-02@"%,"#%/'2,,#-%/&+%;#%"#/,*/%40-%,"#<:%I"#%,-&+!*,*0+&'%(0<&+%*!%/0+!,&+,')%0+%,"#%@07%*+%<0-#%(&)!%,"&+%0+#7%&+.%,0%(*+%"#-%-#!9#/,%&+.%#+@&@#<#+,7%&%/0<9&+)%<2!,%.#8#'09%&%2+*32#%&+.%@#+2*+#%/0++#/,*0+%(*,"%"#-:%I"#%;-&+.%,"&,%!9&-6!%,"#%<0!,%honest conversation and provides the most helpful customer experience, both in-store and online, will be the one she champions. I"#%/0<9&+)%,"&,%;2*'.!%,"#%;#!,%/0++#/,*0+7%,"#%<0!,%#44#/,*8#%&+.%"0+#!,%-#'&,*0+!"*9%(*,"%#&/"%&+.%#8#-)%0+#%04%*,!%2+*32#%/2!,0<#-!7%(*''%;#/0<#%,"#%leader of its industry.

In order to retain loyalty and to establish a connection with new the consumer, JCPenney must be transparent, honest, reliable, and understanding. JCPenney must prove that they care about their customers, utilizing their feedback in a proactive way and reaching them on their own terms. Our campaign proves that JCPenney understands the lifestyle of transition and progression, of accomplishment and passing doubt. “You’re on your way” highlights EFG#++#)%&!%,"#%<0.#-+%(0<&+$!%9'&/#%,0%!"09%40-%&''%04%"#-%'*4#%,-&+!*,*0+!7%"&!!'#>4-##7%("*'#%/0+!*!,#+,')%.#'*8#-*+@%!,)'#7%32&'*,)7%&+.%&440-.&;*'*,):%%B,$!%&%-#'&,*0+!"*9%,"&,%'#&8#!%)02%4##'*+@%/0+,#+,7%/0+1.#+,%*+%,"#%92-/"&!#!%)02$8#%<&.#7%&+.%-#&.)%,0%,&/6'#%,"#%-#!,%04%)02-%.&):

conclusion

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JC

Sources

Credits Account Supervisors

g&32#'%F&!,-0Sam MilechmanNicole Shamtoob

Design

Fredo Chen, Design DirectorGage Nguyen, Layout ManagerNate Villegas, Second Layout ManagerRosalie Yu

Strategic & Media Planning

Lily Berticevich, EditorTianna CisowskiJennifer GreynaldEloisa Julio, Strategic Planning DirectorEsther KimAndrea Liao, Media Planning Director, Content ManagerCathleen MiclatJennifer Noonan, Media Planning Director, Media Budget ManagerYina Qiao, Media Planning DirectorJenny Ta, Strategic Planning DirectorSami Vega

Creative

Kristin BiselyMesa DobekJourney Kan, Visuals ManagerAki KondoJacob MasgaShanley McDonald, Creative Director, Content ManagerMichael J. Morillo, Copy ManagerJason OwyangAli Saldinger, EditorEva SlusserChristine Takaichi, Creative DirectorShawn Tharayil

Special Thanks to

Jane Bitar