aaf final jcp plans book
DESCRIPTION
TRANSCRIPT
![Page 1: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/1.jpg)
@
![Page 2: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/2.jpg)
3
5
Table ofContents
EXECUTIVE SUMMARY page 2
READY SET GO page 3
CREATIVE MESSAGE page 13
MEDIA page 18
1
12
![Page 3: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/3.jpg)
Executive Summary
2
![Page 4: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/4.jpg)
Ready Set Go…
3
Strengths
OpportunitiesWeaknesses
Threats
![Page 5: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/5.jpg)
MarketSegments
“They may all be alike… but they aren’t all the same”
4
What makes them alike:
Wha
t m
akes
the
m d
i!er
ent
![Page 6: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/6.jpg)
Competitive Analysis
“They want your money and JCP’s”
5
Functional Emotional Brand Emotional Link
![Page 7: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/7.jpg)
Research
Research Objectives & Strategies
We carefully:
Research Strategies
Perception = Reality
6
![Page 8: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/8.jpg)
What we discovered
Sample Focus Group Comments
Positives:
Negatives:
7
68% Yes
26 % Doesn’t matter
6% No
49% BlandWhen you hear JC Penney what do you think of?
21% Thrifty
Would you shop at JCPenney name brand clothing?
![Page 9: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/9.jpg)
PerceptualsObjectives:
What we discovered
8
![Page 10: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/10.jpg)
MarketingWhat we need to do…Objectives
Marketing Opportunities: Strategic Executions
9
![Page 11: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/11.jpg)
10
Marketing
![Page 12: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/12.jpg)
CreativeBrief
Target Audience
11
Central Edge Communications Creative brief
Whether online or in-store, JCP gives you design, fashion, and quality with an
enjoyable experience. By renewing JCP’s style indentity we build a sense of discovery and affordabliltiy for our customers making
us America’s shopping destination.Every Day Matters
To members of our target market, women ages 25-34 and consumers establishing shopping
patterns for the future, JCP is the department store that gives them design, fashion and quality
with an enjoyable experience. JCP builds a sense of discovery and a!ordablitly as it becomes America’s
shopping 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 @ jcp”
![Page 13: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/13.jpg)
CreativeMessage
12
Central Edge Take-Away Message - Campaign 2012 “Whether online or in-store, jcp gives you design, fashion, quality and an enjoyable experience. By
renewing jcp’s style identity, we build a sense of discovery and a!ordability for our customers making us America’s shopping destination.
Central Edge Positioning - Campaign 2012“To members of our target market, women ages 25-34 years old and consumers establishing shopping
patterns for the future, jcp is the department store that o!ers design, fashion and quality with an enjoyable experience. jcp brings a sense of discovery and a!ordability, as it becomes America’s shopping
destination.
JCPenney Positioning Value Proposition Marketing Campaign 2011 Marketing Campaign 2012
“Every Day Matters” Style & Quality“New Look,New Day,
Who Knew?”
“What You Want @ jcp
“We Make it A!ordable,
You Make it Yours”
Evolution of a creative concept
![Page 14: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/14.jpg)
Creative
Single idea around which campaign communication is based:
13
what you want @
![Page 15: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/15.jpg)
14
Creative
Prices that aren’t rough on your wallet.
![Page 16: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/16.jpg)
15
Creative
Life long dreams come with a price tag.
![Page 17: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/17.jpg)
16
Creative
![Page 18: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/18.jpg)
17
Mediawhere are you?
Media Objectives
Media Strategies
High Impact States
![Page 19: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/19.jpg)
18
Media
Omaha
Atlanta
Raleigh
Miami
Top 25 2nd Cities
![Page 20: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/20.jpg)
Media
19
Websites and blogs
NON-TRADITIONAL / DIGITAL/ SOCIALDigital Media
Social Media
What you want
![Page 21: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/21.jpg)
Media
Web Series
Online Social Community
20
On-Line Advertising
MOBILE: “What you want to wear today” weather app
![Page 22: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/22.jpg)
Media Calendar
21
Traditional:TV:
Spot:
Magazines:
Out-of- Home:
!eatre:
Mall:
Online:
Twitter:
Online Mags:
Mobile:
![Page 23: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/23.jpg)
22
Relationship Opportunities
jcp Public Relations
jcp Fashion Advisory Board
jcp Fashion Blog
“Style For Life” Fashion Week
![Page 24: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/24.jpg)
Relationship Opportunities
23
jcp Best Dressed Budget Fashionista List
After School Program Addition – A.C.T.
o
o
@cquire Card Participants
![Page 25: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/25.jpg)
Relationship Opportunities
24
INTERNAL PUBLIC RELATIONSEmployee YouTube Contest
Pay-It “For-Red”
In-Store experience & Sales PromotionThe In-Store Experience
![Page 26: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/26.jpg)
Relationship Opportunities
25
@cquire Card
![Page 27: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/27.jpg)
Smartphone App
26
Navagation
RED ROOM
MY STORE
REGISTRIES
TAG READER
VIDEO
![Page 28: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/28.jpg)
Relationship Opportunities
27
PARTNERSHIPS / ENDORSEMENTS
Fashion / Style Lines
Entertainment / Celebrity Endorsements / Product Lines
![Page 29: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/29.jpg)
Design your Future Home
Paint The Mall Red:
Red Room Concierge
28
Relationship Opportunities
paintthemallRED
![Page 30: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/30.jpg)
29
Relationship Opportunities
INTERACTIVE MANNEQUINS
Smart Tags
![Page 31: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/31.jpg)
30
Online
CampaignBudget
![Page 32: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/32.jpg)
31
Campaign Metrics
IMAGE METRICS
IMPACT METRICS
![Page 33: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/33.jpg)
32
The TeamExecutive Board
Advisors
Team Members
Special Thanks
![Page 34: AAF Final JCP Plans Book](https://reader034.vdocuments.mx/reader034/viewer/2022051314/54bd98054a7959265d8b45a8/html5/thumbnails/34.jpg)