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embrace reality

01

We’re the ones with new ideas. The ones who aren’t afraid to be different. Having a vision means seeing beyond the ordinary, even if you have to break a couple rules to do what you think is right.

No one has ever changed the world by being the same as everybody else.

02 Executive Summary

03 Research

09 The Big Idea

11 Contact Strategy

12 Traditional Media

16 Interactive

23 Promotions and PR

29 Media Distribution

31 Campaign Wrap-Up

TABLE OF CONTENTS

02

How can an unassuming guy land the prettiest girl in class? How do presidents realistically get elected? Why is a dog man’s best friend? Samuel L. Jackson answers it best in Pulp Fiction; “personality goes a long way.”

Unfortunately, jcpenney has lost this personality. When stacked up against Macy’s, Target, Kohl’s and Walmart, primary research indicates that jcpenney lacks a defining voice and gets lost in the clutter of the crowd.

The funny thing is, jcpenney used to stand for something. James Cash Penney could attest to this if he were alive today. His “golden rule” stores set the standard for department loyalty. Customers could trust the name because they knew it carried meaning. Where has this spirit gone? Let’s get it back. Black Sheep Advertising’s campaign is a call-to-action to stop mimicking the competition and start owning expressions of substance.

How can jcpenney matter to today’s consumer? Macy’s has style, Target is cool, and Walmart owns affordability, but jcpenney can undoubtedly beat those comparative advantages by getting back to the basics of real trust.

Why trust? Look around. Rebounding from a recession is tough. Americans feel abandoned by government and big business. Now is not the time to try to sway them with superficial models or overblown sales. Consumers want clear, believable messages that transcend the products themselves.

Creating a sentimental relationship will work for any brand, but research indicates that edgier attitudes are emerging in the marketplace. Consumers are no longer afraid to lash out at generic imposters. Playing it safe won’t work anymore.

Dare to be different. Stand for something real. Embrace Reality.

EXECUTIVE SUMMARY

03

OBJECTIVESBlack Sheep Advertising set four research objectives to guide our primary research methods targeting women ages 25-34.

• Discover the shopping and style preferences of this demographic

• Determine why women choose to shop at competing department stores instead of jcpenney

• Define what women currently think of the jcpenney brand and shopping experience

• Analyze the lifestyle characteristics of these women and what is most important to them

Upon achieving these objectives, we were able to pull key insights to create a campaign that would improve the relationship between jcpenney and the target demographic.

In targeting such a diverse demographic, we first needed to discover what differentiates women 25-34. We arrived at our key insights by using five research methods.

PRIMARY RESEARCH

surveys

1000on-the-street interviews

26one-on-one interviews

68focus groups

9email diaries

5

Distribution and analysis of 1,000 surveys reaching 23 states tapped into our target’s shopping styles and preferences, while 9 focus groups gave us a better understanding of their overall shopping behavior. Conducting 26 on-the-street interviews, 68 one-on-one interviews, and 5 email diaries aided us in understanding what this demographic wants, and where they turn to get it, as well as leading us to uncover a remarkably resilient characteristic of these women.

KEY INSIGHTS• jcpenney is irrelevant and not top-of-mind

for these women; they cited jcpenney as their second-to-least frequented store against their department store competitors

• They do not believe jcpenney is making an active effort to target them in brand messaging; they feel jcpenney is currently targeting those much older and much younger than them

• The five most frequent words that came to mind when consumers thought of jcpenney: cheap, affordable, bland, messy, and cluttered

04

PRIMARY TARGET | TRANSITIONALSTransitional women are experiencing life in a very unique way. New careers, relationships, homes, and children can complicate their lives. Although they are surrounded by drastic changes, transitionals find a way to move forward.

Two out of three women ages 25-34 consider themselves a transitional. They can be broken down into the three following mindsets:

TARGET SEGMENTS

THE ADVENTURERShe is self-reliant and goal-oriented. She knows what she wants and will do everything in her power to achieve it. Whether beginning a relationship, moving to a new city, or starting a career, she is ready and willing to make the changes necessary to succeed. THE ROMANTIC She is currently in a serious relationship with the hope of getting married soon. She looks forward to what the future holds and cannot wait to move on to the next stages in her life. She is confident and knows what she wants both in a partner, and in life. THE GUARDIAN She is married with children. With each new obstacle comes an increased sense of pride and responsibility. She is willing to sacrifice because her family is one of the most important things in life. She strives every single day to portray this importance to her husband and children.

SECONDARY TARGET | STATICSThis woman has a set routine with inherently less chaos. She remains stationary for now, however she is either coming from a recent period of transition or will encounter change in the very near future. While she is not experiencing radical lifestyle changes at the moment, the topic of transitionhood is still extremely relevant.

Information found from Common Experiences, Uncommon Power Women in Transitionhood by Scott Hess, V.P. Insights, TRU. Sponsored By Oxygen Media. October 2010

THE PERFECT TARGETShe has 168 people in her circle of friends. She gives 5 product recommendations per week to this circle. 168x5x52 weeks equates to 43,000 impressions more shared impressions per year compared to just 17,000 from non-transitionals. Get in her circle!

05

Department stores continually endorse messaging that exhibits superficial, unrealistic qualities for women to uphold.

Real women aren’t models that strut down runways. Real women don’t always have the perfect house with the perfect husband and children. Real women aren’t like mannequins showcasing the latest designer fashions and trends.

So why should ads portray women this way?

Brands in the category tend to use product-focused advertising that depicts their subjects in scenes full of sunlight, laughter, size zero waists, and perfect smiles. An optional “low-price” graphic or slogan is often thrown in for good measure.

As each brand does this, the uniqueness of their messaging fades into clouds of meaningless sentiments that offer no human truth.

jcpenney can be different. jcpenney needs to portray the realities of life by taking a stance that embraces it.

WHAT EVERYONE ELSE IS SAYING

macy’s

“the magic of macy’s”

target

“life’s a moving target”

kohl’s

“expect great things”

walmart

“save money. live better”

jcpenney

“we make it affordable. you make it yours”

06

After extensive analysis of competing department store brands, our primary research indicates that the competing brands all own a distinguishable personality. High fashion, great rewards, price, and convenience are all terms women in this demographic associate with one of the competitors. Each brand has an established personality, while jcpenney lacks one.

BRANDS WITH PERSONALITY

sears

a man’s storehardwareapplianceslack of women’s productsnot very fashionable

walmart

low priceslarge selection of brandsa little bit of everythingfamily-orientedaffordable

macy’s

high fashiongreat brand selectionexcellent clothesstuck-upexpensive

target

one-stop-shoptrendyaffordablelarge selectioncute clothes

kohl’s

many couponsalways has a salestyle for a good pricegreat designerscredit card rewards

07

When asked to describe jcpenney, this is what we heard:

WORD ON THE STREET

It is clear that jcpenney has an inconsistent brand personality to these women. Now is the time for jcpenney to get that personality back.

“The last time I was inside of a jcpenney was when I parked outside of it and had to pass through to get to the rest of the mall. Nothing they had really appealed to me.”

– Megan, 26

“They send me great coupons and are pretty affordable, but the store is so cluttered that I typically have a hard time finding what I’m looking for.”

– Cindy, 32

08

Today’s women have evolved. Since the recession hit, 40% of them have become the breadwinners of their families.* They own a new confidence that is unprecedented in the millennial era. Where does this swagger come from? As women confront added challenges in their lives, they exhibit resiliency and their personalities evolve.

As jcpenney experiences its own transitions, the brand can adopt a proven model that these women swear by. Their ability to persevere is inspirational. It’s time that jcpenney emulate this attitude: It’s time to Embrace Reality.

A REAL MODEL FOR SUCCESS

* Iconculture CMI Marketing Intelligence Report: Societal Trends 2010

Unexpected changes occur, creating a period of uncertainty

She initially thinks oh crap, but her empowered attitude allows her to adapt

She embraces the reality of her situation - transitions are tough, but so is she

She evolves - her personality improves after embracing each transition

UNEXPECTED

OH CRAP

EMBRACE REALITY

EVOLVE

09

CREATIVE STRATEGYIn the year of 2012, jcpenney will be real. It’s time to break the rules and go beyond friendly marketing. Consumers now desire radical transparency.* They have an added edge to their attitudes and expect more out of companies.** Playing it safe with friendly art and copy simply won’t work anymore.

jcpenney must transcend their voice to a newly appreciated level of authenticity not only by acknowledging the demographic, but also by embracing them for who they really are.

Society is afraid to embrace the reality of her life. jcpenney has the opportunity to take on the refreshing role that everyone’s been waiting for.

THE BIG IDEA

*Center for Marketing Intelligence. Brand Rejuvination by Joan Leake and Paula Brown, September 2010**Iconculture CMI Marketing Intelligence Report: Societal Trends 2010)

10

embrace realityWhen transitionals are confronted with major changes in their lives, they seize opportune moments to grow into more powerful women. While most have trouble performing under chaos, transitionals proficiently evolve. How? With cool personalities, even while under pressure. Just got fired? Get back up and search for an even better job! Just ended a bad relationship? That’s more time to hang out with the girls! Transitionals embrace the reality of the situation instead of running away from it. jcpenney will mirror this attitude with a campaign that propels women through these respective changes.

11

Women in the target do not typically have a minute to spare. jcpenney realizes that the messaging of this campaign must make pleasant visits, not scheduled appointments, throughout her busy daily routine. The goal: integrate seamlessly with her lifestyle in order to make impressions count.

The aim is to establish relationships with prospective consumers who would not typically consider jcpenney as their go-to department store. The executions will also reconnect with former customers, who have lost interest in the brand, while staying true to current patrons.

CONTACT STRATEGY

INVESTPurchased media, including traditional advertising, that is used to obtain optimal message reach.

INVOLVEMedia used to directly engage current and potential jcpenney consumers with the brand. This media is by far the most important because it is the first step in establishing a true relationship with the brand.

INFLUENCEExecutions that create buzz for the campaign, which will ultimately change outdated consumer opinions of the jcpenney brand.

12

SIMPLE, TRADITIONAL & EFFECTIVE

Women are passionate about the content in the magazines they read. Embrace Reality ads are tailored to the specific interests associated with each magazine’s subject matter.

jcpenney will place messaging in 10 magazines of various categories including: health, home, style, wedding, parenting, and gossip.

Placement: American Baby, Brides, Cosmopolitan, Glamour, InStyle, O (The Oprah Magazine), Parenting, People StyleWatch, Self, US Weekly

Dates: February 2012 - February 2013

invest | print

13

Television has the ability to create an emotional connection with consumers and, ultimately, foster the beginning of a new brand relationship. jcpenney will run tailored messaging on a variety of television programs in specific categories. Messaging will be placed on 7 networks during 18 different programs.

REACHING THE MASSES

tv shows

A Baby Story

American Idol

Army Wives

Chopped

Desperate Housewives

Four Weddings

General Hospital

Glee

Grey’s Anatomy

How I Met Your Mother

Iron Chef America

Millionaire Matchmaker

Modern Family

Real Housewives

Say Yes to the Dress

The Bachelor

Top Chef

What Not To Wear

Placement: ABC, CBS, FOX, Bravo, Lifetime, TLC, Food Network

Dates: February (2012), May, June, September, January (2013), February

invest | television

14

BILLBOARDSBillboard advertising is a high-impact medium that grabs the attention of thousands of people while referencing the brand message. The messaging featured on each billboard will be tailored to states where certain women’s lifestyle changes are most relevant. For example, billboards featuring family messaging will be placed in states with the highest birth rates.

Placement: Along major highways in 48 cities that contain four or more jcpenney stores during months with the highest average traffic flow

Dates: May, June, July, August (2012)

SPREADING THE MESSAGE

CINEMACinema advertising allows for a unique way to capture audience attention. On average, consumers arrive 19 minutes prior to movie showings.* jcpenney will run tailored messaging during this time period based on the type of movie showing.

Placement: 45 AMC theater locations in cities that contain jcpenney stores, totaling over 2,500 theater screens

Dates: February, March, June, November (2012)

TRANSITTransit advertising provides the opportunity to connect with a highly focused audience as they wait for their preferred mode of public transportation. Placement will include: bus stop posters, rail platform posters and bus exterior posters. jcpenney will place messaging in 9 major cities where women use public transit the most.

Placement: San Francisco, Chicago, New York, Minneapolis, Seattle, Miami, Atlanta, Washington D.C., Detroit

Dates: March, April, June, October, December (2012)

* CBS Interactive Business Network; Kim T. Gordon, March 2005

invest | out-of-home

15

ENGAGE THE ACTIVE LISTENERSONLINE RADIO PAGE TAKEOVERS Online radio continues to gain popularity, and women in this demographic are active listeners. jcpenney will run page takeovers that include a branded wallpaper and square ad, along with a 30-second spot that will play after every 10 songs. Both the wallpaper and ad will be clickable and take users to the Embrace Reality microsite.

Placement: Pandora, Last.fm

Dates: February 2012 - February 2013

TRADITIONAL RADIORadio is one of the oldest, most cost-effective ways to provide targeted messaging to consumers. jcpenney understands that this demographic is extremely busy and will thus provide a short and relevant brand message that can point her directly to the store.

Placement: Chicago, Phoenix, Houston, Los Angeles, San Francisco, Denver, Seattle, Minneapolis, New York, Atlanta, Detroit, Pittsburgh, Dallas, Orlando

Dates: March 2012 - January 2013

invest | radio

16

The Embrace Reality campaign urges consumers to further engage with jcpenney online.

Some consumers will begin re-building their personal relationship with the brand by visiting helpful Embrace Reality microsites, powered by jcpenney.

Others will head to jcp.com to grab the season’s latest styles and be pleased to see a new, simpler website interface.

Many will do both.

Each of these consumer engagements will help drive awareness of jcpenney’s refined brand personality by demonstrating a true understanding of consumers.

AN INTUITIVE EXTENSION OF THE BRAND

involve | interactive

17

A SIMPLE, SLEEK NEW LOOKThe new and improved jcp.com will better cater to the needs of the consumer. Each of the most sought-after components of the website are featured in the header, along with the search bar and links to connect with jcpenney on social networking sites. Featured here is a simplified interface:

DRIVE CONSUMERS ONLINE

involve | jcp.com redesign

18

THE CAMPAIGN DASHBOARDEmbraceReality.com will act as an interactive brand extension for the campaign. The landing page includes links to a plethora of helpful microsites powered by jcpenney. Each microsite features useful content that help shoppers to face the realities of their day.

EMBRACE REALITY.COM

involve | campaign microsite

19

CAREER.EMBRACEREALITY.COMThis is a sample of a microsite that will debut with the Embrace Reality launch.

Each microsite featured throughout the campaign focuses on major life elements that nearly every woman experiences at one point or another. Whether confronted with a career change, a big move, an engagement, or a first child, jcpenney will provide resources that guide women through these major transitional periods.

Each microsite will also feature exclusive content from jcpenney’s most trusted experts. For example, jcpenney’s content partnerships for the career microsite are: Career Builder, JobBound, and LinkedIn.

ENGAGE CONSUMERS ONLINE

Information pulled from “Mastering The Behavioral Interview Question,” JobBound.com, March 2011

involve | microsite example

20

“DRESS YOUR BEST” APPThis app is yet another way that jcpenney can simplify the lives of these women. If she isn’t sure of what to wear to a certain venue, she can activate the application, search for the type of venue and be given five different outfits that appropriately fit. Each outfit includes pieces from jcp.com and allows her to purchase the item or use the “secure your style” function.

In addition, women can input the type of outfit that their date is wearing, and the app will configure an outfit that comparably relates. There is a venue selection option to ensure that both are dressed appropriately for the outing.

There will also be a general style guide built into the app that women can flip through for outfit ideas on a range of events such as family barbecues, parent-teacher conferences, client meetings, etc.

MOBILE APP IMPROVEMENTSjcpenney currently utilizes a highly accredited mobile application that has been recognized for its content and flexibility. We recommend a few additions to enhance overall user experience.

SECURE YOUR STYLE FUNCTIONOne goal of this campaign is to prove that jcpenney understands these women better than any other competitor. The “Secure Your Style” function will be an add-on to the mobile store currently available through the app. Users will have the ability to pick merchandise to put on hold at their local jcpenney to later come in and try on. This will save them the trouble and time typically spent searching for a specific item. Instead, it will be ready and waiting for them to try on when they get a free moment.

SIMPLIFY THE HOME SCREENThe current home screen of the app is a bit cluttered. We recommend featuring the most valuable features of the app: Daily Specials, the Weekly Ad, and a Shop Now button. The other features would be available via the bottom navigation.

DAILY COUPONSAdding a daily coupon will increase frequency of current users and provide an incentive for new customers to download the app. The coupon would feature both brand-specific and purchase total-based discounts depending on the day. The coupon will include the barcode that can be scanned at checkout.

PUT THE MESSAGE IN THEIR HANDS

transitionals who own a cell phone

95%transitionals that have web access on cell phone

50%Statistics from Common Experiences, Uncommon Power Women in

Transitionhood by Scott Hess, V.P. Insights, TRU. Sponsored By Oxygen

involve | mobile

21

FACEBOOK PAGE ADDITIONS

“FROM 5 TO 15” APPPicking an outfit is rarely easy. This application will take 5 user-selected articles of clothing and suggest 15 unique outfits of jcpenney clothes for inspiration and purchase.

VIRTUAL DRESSING ROOM APPWhen shopping online, women often wonder if a shirt or dress will look desirable on their body shape and type before they make their final purchase decision. In August 2010, jcpenney launched an augmented reality virtual dressing room feature for jcpteen in partnership with Seventeen.com. A tab will be created that features a virtual dressing room app within jcpenney’s Facebook page where consumers of all ages can virtually try on jcpenney apparel.

EMBRACE REALITY TABIn order to increase awareness of the new campaign, we will run a tab featuring information about the new campaign and direct people to the campaign microsite and sub-microsites.

“LIKE JCP AND SAVE” TABIf a user is not currently a fan of jcpenney, they will see a coupon promotion when they land on the fan page that offers an incentive for liking the page. The coupon will instantly appear and be ready to print after a user “likes” the page.

START AND CONTINUE CONVERSATION

ER Embrace Reality

Virtual Dressing Room

From 5 to 15

FOURSQUAREjcpenney currently lacks a solid brand presence on the location-based social networking site and mobile application, Foursquare. This app is available on smart phones and can be easily connected with popular social networking sites. Foursquare enables consumers to “check-in” at locations and share it with friends. Upon check-in at a jcpenney store, users will be able to unlock exclusive deals and coupons. jcpenney will create official locations on the app for every store location. We also recommend placing check-in reminder stickers on the front entrances of each store.

involve | social media

22

jcpenney will run interactive flash ads on the most visited websites by the target demographic.

The messaging of the ads is directly relevant to the content of the website they are on. Ads will be placed on each of our microsite content partner’s websites in addition to websites most frequented by women in the demographic of various categories including: career, news, dating, moving, fitness, wedding, finance, home, travel, and parenting. Pre-roll and post-roll ads will also run on websites that feature streaming video such as Hulu, YouTube, CNN.com, NBC.com, and ABC.com.

Dates: February 2012 - February 2013

PLACE INTERACTIVE MESSAGING

PLACEMENT

ABC.comAmericanPregnancy.comApartmentfinder.comAutoTrader.comBabyCenter.comBallyFitness.comBlogger.comBlogspot.comCNN.comCareerBuilder.comDavidsBridal.comExpedia.comHGTV.comHomeFinder.comHulu.comJobBound.comLinkedIn.com

MTV.comMatch.comNBC.comNYTimes.comParentsConnect.comPerezHilton.comPriceline.comTheKnot.comUHaul.comWSJ.comWeather.comWebMD.comWeddingChannel.comWeddingPlanner.comYahoo.comYouTube.comZynga.com

involve | online advertising

23

MUSIC FESTIVAL TENTSjcpenney will sponsor a climate-controlled tent at 8 of the largest summer music festivals in the country. The tents’ exteriors will feature the message: “I am not a rock star, but I wouldn’t mind some special treatment.”

Inside the tent, women will be surrounded by amenities including: a freshen-up station (featuring Sephora products) and comfortable seating areas (featuring jcpenney furniture).

Findmore kiosks will also be placed in the tents, allowing women to buy jcpenney products on the spot.

Placement: Bumbershoot (Seattle, WA), Summerfest (Milwaukee, WI), Sasquatch! (George, WA), Lollapalooza (Chicago, IL), Bonnaroo (Manchester, TN), Coachella (Indio, CA), SXSW (Austin, TX), Country Thunder (Florence, AZ; Twin Lakes, WI)

Dates: March - September 2012

WHERE THE MESSAGE IS RELEVANT

bridal expos

$100billion industry

2.4million marriages annually

4.8million renewing consumers

BRIDAL EXPO BOOTHSBridal expos provide jcpenney with a year-round, recession-proof opportunity to connect with consumers at a key decision-making time. jcpenney will partner with Great Bridal Expo, which already has an established partnership with David’s Bridal (a current jcpenney partner). Booths will be sponsored at Great Bridal Expo conventions in 9 major cities. During the event, jcpenney will showcase products such as bridesmaid dresses and jewelry, while promoting the wedding registry and portrait services.

Placement: San Francisco, Los Angeles, Denver, Phoenix, Dallas, Chicago, New York, Miami, Atlanta

Dates: February, March, April, October, November (2012)

Embrace Reality will bring jcpenney into local communities by branching out beyond the walls of the store. Not only will the planned initiatives help to spread the word about the campaign and new brand personality, but it will also revitalize the relationship between the consumer and jcpenney.

involve | promotions

24

THE ROLLING RUNWAYjcpenney will take over moving walkways in 32 major city airports and feature messaging customized to the hard-working women travelers. The messaging featured on the walkways will be “I am not a super model, but I am a role model,” which turns the everyday walkway into a personalized, non-superficial runway.

Placement: Seattle, Portland, Sacramento, San Francisco, Los Angeles, Phoenix, Las Vegas, Salt Lake City, Minneapolis, Detroit, Grand Rapid, Lansing, Denver, Dallas, Houston, Oklahoma City, Omaha, St. Louis, Chicago, Cleveland, Atlanta, Knoxville, Charlotte, Pittsburgh, Washington D.C., New York, Baltimore, Chesapeake, Orlando, Tampa, Miami, Fort Lauderdale, Jacksonville

Dates: March, June, July, August (2012)

WHERE THE MESSAGE IS UNEXPECTED

family trips taken

4.5per year

business trips takes

6.9per year

leisure trips taken

3.5per year

* Mintel International Group: Adult Health and Wellness, February 2010

GYM MESSAGINGNearly 40% of women ages 25-34 exercise in public gyms regularly.* jcpenney will partner with one of the most popular fitness chains in the country, Bally Total Fitness, during the duration of the campaign. Messages will be placed on select treadmills in the gyms. The treadmill belts will be red and feature the copy, “I’m not a marathon runner, but I just ran my best mile.” This copy will begin on the control panel and be completed on the rotating running belt, which will reach maximum legibility at walking speed.

Placement: 275+ Bally Total Fitness locations across the United States

Dates: February 2012 - February 2013

involve | promotions

25

“WHAT’S YOUR REALITY?” TWITTER CONTESTjcpenney will partner with the leading travel website, Expedia.com, to bring the vacation of a lifetime to the winner of the “What’s Your Reality?” contest. This promotion will ask consumers to create their own ads by filling in the blanks of “I’m not a ______, but I ______” via Twitter, utilizing the #embracereality hashtag. The #embracereality hashtag will also be promoted under “Trends” on Twitter.com. The most creative tweet will win an all-inclusive paid vacation to the destination of their choice.

Date: May 2012

PHILANTHROPY

LIFE BEYOND CANCER PARTNERSHIPjcpenney has a long history of giving back to society. Through JCPCares, the store has given back to local communities and promoted environmental, ethical, and social initiatives to carry on James Cash Penney’s legacy of doing what is “right and just.” With the Embrace Reality campaign, we are seeking to add a charity to jcpenney’s current roster that will embody what jcpenney tries to do for its customers – assist them in the trials and tribulations of everyday life.

Life Beyond Cancer is an organization dedicated to providing cancer prevention, education, early detection, and survivorship programs to decrease the impact this disease has on society and more specifically, on patients currently facing the financial struggles and issues often associated with cancer.

jcpenney is the ideal platform for this under-the-radar charity that is actively assisting people across the country in dealing with the realities of life because, as Life Beyond Cancer states, “life happens, even during cancer.”

Dates: February 2012 - February 2013

THE BEST KIND OF BUZZ

PUBLIC RELATIONS

ELLEN DEGENERES “TALK SHOW HOST” CONTESTEllen DeGeneres, one of the most influential women in media, speaks directly to the target demographic. jcpenney will host a contest where women complete the tagline, “I am not a talk show host, but...” with a YouTube video response.

The contest, along with the Twitter hashtag, #embracereality, will be promoted on the show. Ellen’s record number of Twitter followers will vote for the woman that has the most creative response on YouTube. The winner will get to co-host a show with Ellen.

In addition to the contest, jcpenney will partner with the show year-round and provide products to Ellen to give to her fans who write to her in times of need.

Dates: January - February 2013

PRESS RELEASESBefore the debut of the campaign, jcpenney will work with PR Newswire to distribute the campaign press release to media and opinion leaders. Through their relationship with journalists and bloggers, developed by media research teams, PR Newswire ensures that the information will reach relevant media outlets and opinion leaders. Whether the feedback is positive or negative, the press will help to generate buzz about the new campaign.

Date: January 2012

influence | pr & philanthropy

26

SECOND FLOORThe children’s, home furnishings, bath, and baby departments will be located on the second floor, so that parents can shop for all related home and family goods on a single floor. There are small inventory rooms located in each corner of the store, in order to encourage jcpenney stores to reduce the number of items on shelves and racks in every department. This will allow associates in assigned to specific departments to easily re-stock racks.

FIRST FLOORAll sections of women’s clothing will be located on the left side, so that women can walk through the remainder of store and experience the new layout first. Stores without a Sephora will have handbags and accessories in the center of the store. Locations with a Sephora will have the store kiosk in the center so it draws the women deep into the store. The departments and products that surround the Sephora kiosk will be those that include the most sought-after products by women.

SINGLE LEVELThe single level stores have been split in half. All women’s clothing sections and the children’s department are located on the left side and the men’s department on the right. The salon, home furnishings and baby department are located in the back of the store. For stores that include Sephora, the layout will be identical, except the Sephora kiosk will be located in the center of the store.

A REDESIGNED SHOPPING SPACEPrior to the rollout of this campaign, jcpenney should redesign each store in order to better fit shoppers’ needs and prove that jcpenney truly understands them and what they want out of a shopping experience.

27

PRINTABLE SHOPPING LISTSWith each new stage in a woman’s life, a new set of items gets added to her shopping list. jcpenney will help women embrace these new situations; whether it be a new apartment, first home, first child, or travel essentials, by providing them with printable shopping lists.

VIRTUAL STORE MAPThe upgrade will also feature a virtual map of the store and an item locator that gives detailed directions for finding a specific product. Kiosks will be placed in every department and include a “Help” button to call for employee assistance.

CUSTOMIZABLE JCPREWARDSUnlike other department stores, jcpenney will run a customizable rewards program that allows shoppers to choose the rewards they want, when they want them. Based on the earned accumulated point total, customers will be able to redeem different rewards that are valid in the store, on-line, or for services at store extensions including the salon and portrait studio. The point balance will be displayed on receipts at checkout, and redeemable options available at that point level will be listed.

ENHANCING CUSTOMER EXPERIENCEINTERACTIVE DRESSING ROOMSLeading into the dressing room area will be a three-way mirror with a pedestal to show multiple angles while trying on clothing. Each dressing room will include: multiple hooks on walls and door, angled corner mirrors, a chair, and a shelf.

Inside each dressing room is a kiosk that also acts as a wall mirror. The kiosk will allow customers to scan items and request additional colors and sizes from the dressing room attendant. The kiosk will also make recommendations to turn the piece into an outfit. The bottom half of the mirror will feature a screen with interactive games for children to play while mom tries on clothes.

FINDMORE KIOSK FEATURE ADDITIONSWith the unveiling of this campaign, we recommend the following upgrades to the kiosks that are currently being added to most jcpenney locations.

JCPREWARDSA dashboard will be included for the jcprewards program where customers can: instantly sign up for the program, select their preferred category of rewards and view the list of redeemable options at their point level. Whenever a customer signs up for the jcprewards program, the kiosk will print out a coupon for 10% off any item. Customers that already have their email in the system will be able to view the recent coupons that have been sent to them via email and print them.

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POST-TESTING

QUANTITATIVE • Redistribute original surveys six months

after the new campaign is launched to compare previous and current attitudes of target demographic toward jcpenney

• Track unique visitors to each of the campaign’s microsites

• Calculate the number of new fans/followers throughout jcpenney’s social media outlets (Facebook/Twitter/Foursquare)

• Measure increases in time spent on jcpenney.com and each of the microsites, and social media involvement

• Observe and analyze the promoted #embracereality contests on Twitter

• Monitor and analyze the usage of rewards program members (e.g. increased spending, more frequent store visits)

• Track unique views of testimonial videos on the microsites

• Obtain data on the amount of click-throughs on banner ads, pre-rolls, and page takeovers

• Calculate new rewards members who sign up at promotional events

• Track the number of people exposed to jcpenney at promotional events

CAMPAIGN EVALUATIONEVALUATION & FEEDBACKThe “Embrace Reality” campaign was put to the The Embrace Reality campaign was put to the test when it was revealed to a group of women in our target. They were encouraged to speak openly and honestly about their opinions and over 80% of the feedback received was positive:

• ”’Embrace Reality’ reflects my attitude towards life. Sometimes things throw me off schedule, but the show goes on.”

• ”It’s refreshing to see a campaign that doesn’t focus on selling products.”

• ”I loved the quirkiness of the print ads. They’re very simple and witty, yet have a big things to say.”

• ”I really like it. It is true. Things in my life aren’t always perfect, but that’s fine with me.”

• ”I appreciate the straightforwardness of all the ads.”

• ”The positive affirmations in the ads are confident and motivational.”

QUALITATIVE• Focus groups with the original

participants will be conducted again to evaluate any changes in their perceptions of jcpenney as a brand

• In-depth interviews will be held with:

• Customers who were rewards program members before the campaign launch (to hear their opinions on the new brand identity)

• Customers who became members of the rewards program after the campaign launch (to better understand how the campaign affected their former perception of the brand)

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The Media Map gives a visual representation of Embrace Reality’s national reach. Media placements were considered, chosen, and plotted based on the volume of jcpenney stores in a given area.

Each colored dot on the map signifies a campaign touch point that will be seen, heard, experienced, or talked about by women ages 25-34. Many executions, like national television and print buys are not depicted on the map.

MEDIA MAP

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MEDIA DISTRIBUTION

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SUMMARYEmbracing reality will allow jcpenney to take off with an authentic personality.

jcpenney will create a voice that women can be proud to call their own. In these dire times, nobody wants gimmicks. People want transparency and reliability.

On the table is an opportunity to showcase something real. It is a strategy that allows jcpenney to own an undeniable sense of truth when talking to the consumer.

Becoming the leading department store in America is no easy feat, but it starts with an honest dialogue.

By embracing reality, you’ve already started the conversation.

CAMPAIGN WRAP UP

Traditional 49.3%

Online 11.4%

Out-of-Home 19.9%

Microsites 0.8%

Promotional Events 2.7%

Guerilla Tactics 0.9%

Agency & Production Fees 15%

INVEST: $80,597,151

- Traditional: $49,253,256

- Online: $11,432,400

- Out-of-Home: $19,911,495

INVOLVE: $4,402,839

- Microsites: $750,000

- Promotional Events: $2,704,900

- Promotional Events: $2,704,900

- Guerilla Tactics: $947,939

INFLUENCE: $0

- PR: $0

- Philanthropy: $0

AGENCY FEES: $15,000,000

TOTAL: $99,999,990

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CHAIRSAlex Shirazi Brittany Deterding Howie Leibach Kelly Nash

JUNIOR CHAIRS Colleen Baisa John Buysse

SPECIAL THANKS TOPeter Sheldon Eric Anderson Maurice Branch Carl Carbonell Conor Clarke Wen Deng Jeffrey Etter Baylee Gambetti Marissa Gbur Kelsey Grandi Kyle Goethals Marc Maybaum Michelle Lenzen Maggie Marek Andrea Martinez Hannah Ryan Jane Schumann Jordan Shevell Joe Walsh

2011 NSAC Team AAF Illinois Chapter

FACULTY ADVISORSteve Hall

SOURCESAmerican Public Transit Authority Banaroo CableMediaSales.com CBS Interactive Business Network CMI: Center for Marketing Intelligence CNN.com Coachella.com Country Thunder Forbes IconoCulture iStockPhoto.com JobBound.com Lollapalooza Mintel Oxygen Media Screenvision.com SoapOperaDigest.com SXSW Sysomos Resource Library TVbytheNumbers.com VogueGate.com

THANK YOU

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