flaunt yourpenney’s

2011Grand Valley State University

We are magic beans, and we are growing.

The media of our age is unfamiliar to many, but we have been cultivated to understand this change. Change is inevitable. The choice is whether to allow a changing world to unpredictably impact the future or to proactively take a powerful and inspired force to positively impact others. Our time is now. We will break through the clouds to meet the giants. We are redesigning the landscape of advertising—how it is communicated and embraced. We are maturing with a new perspective that is redefining how people think. This is our revolution.

Small things change the world.

2011 NSAC // Grand Valley State University // “flaunt your penney’s” Campaign

CONTENTS

03

09

28

30

RESEARCH03 INTRODUCTION

04 SECONDARY RESEARCH

05 PRIMARY RESEARCH

06 SWOT & TOP DMAS

07 TARGET AUDIENCE

CAMPAIGN09 TRADITIONAL15 INTEGRATED PROMOTIONS

MEDIA PLAN

EVALUATION

02 | EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

Advertising is the process we engage in to drive and inspire action. At one time, companies would blast messages out and consumers would buy based on what they needed. Competition and similar products made it necessary for companies to begin to stand for something greater than the tangible. Hence, branding became a crucial part of the mix. Today’s brands are called to interact with their customers as well as create an emotional connection with the product. Creative packaging, commercials and magazine ads are no longer enough to bring a brand to life. What inspires this interactive relationship? The solution is the Longtail Effect: effective branding by way of total inclusion.

Half of the country’s population lives in 30 cities. The other half live in a mix of second cities, suburban communities, and rural towns. The use of guerrilla tactics shows understanding of the idea that attracting and engaging minds is not accomplished by simply saying “we offer the best product.” However, the interesting and engaging advertising that has recently become popular in the major markets never reaches half of the population.

RWLongtail has been given the challenge to craft an integrated national campaign for JCPenney—to acquire, retain and increase share of wallet for females, age 25-34. JCPenney has built their brand up from the Golden Rule; therefore, we have reemphasized the importance of relationships. This is the foundation and essence of the “flaunt your penney’s” campaign.

We’ve conducted primary and secondary research, developed inspiring traditional media, incorporated interactive non-traditional tactics, built an extensive media plan and defined a clear method for evaluation that will intensify JCPenney’s success.

The Longtail Effect results in a campaign where the whole is greater than the sum of its parts. Utilizing the Longtail Effect, while keeping the Golden Rule in mind, RWLongtail will propel JCPenney to the forefront of the digital age.

03 | RESEARCH

introduction

JCPenney has provided RWLongtail with the challenge to attract and retain female consumers in the 25-34 age group. The department store market is saturated and competitive so JCPenney wishes to increase their share of wallet among the 19.88 million women in the United States that make up this target market. In order to reach these goals through our advertising communications, we’ve conducted extensive primary and secondary research. Through this research we have:

{1} Discovered what the target audience holds most important in their lives.

{2} Segmented the target audience by relationships and life experiences.

{3} Found what the target audience values in a brand and its company.

This research has inspired the development of our creative campaign, media placement, and integrated promotional efforts.

RESEARCH

04 | RESEARCH

secondary research

Through our secondary research, we discovered what our target audience values the most, what influences their purchasing decisions, and in which media they notice advertisements.

We found that the average American woman, age 25-34, values relationships and emotional connections. Research has shown that 74% of our target audience would help others even if there were no direct benefits-believing it’s important for companies to do the same.

Lasting relationships are very important to them. They enjoy keeping in touch with their friends and including them in their purchase decisions. It’s important for them to ask for advice before buying new things with 23% getting a second opinion from a friend before purchasing something.

Of the women in the target audience, 80.4% are likely to experience one or more milestones in the upcoming 12 months, 12.5% of the audience will get a better job, 9.4% will make a major home improvement and 6% will get married.

These women are always on the lookout for a good deal. They plan ahead for expensive purchases and 71% are willing to shop at different stores for the best price. When they enter a store 55% tend to head straight to the clearance section. They value comfort and durability in the clothing they buy, and like to stick with the styles that have stood the test of time. Rather than impressing others 42% of the target audience shops and dresses to please themselves.

Women in the target audience use a variety of media to stay informed and entertained. Of the target audience population, 56.25% claimed to have noticed a large billboard in the last 30 days and 54.11% claimed that they pay attention to billboard advertising. It was also found that 23.55% of these women notice bus shelter advertising. We found that 28.64% of the target audience are average television watchers and 31.4% are always listening to the radio. Finally, 27.39% of the target audience are high involvement magazine readers.

OF THEwomenIN THEtarget audience

80% ARELIKELY TOexperienceONE OR MORE

milestones

IN THEupcoming12 months

05 | RESEARCH

primary research

Primary Research was divided into two sections: behavioral survey and personal interviews.

BEHAVIORAL SURVEYWe distributed a survey to the target audience online through social media and e-mail. The survey asked questions about lifestyle, shopping behavior, preferences, and media consumption habits. It was found that 80% of the women surveyed work full-time. Furthermore, 90% of women surveyed have a 2-year college Associate’s degree, while 60% have earned a Bachelor’s degree. Of the respondents, 20% have children and 35% are married.

Current JCPenney shoppers comprised 60% of the completed surveys; however, 55% of the women claimed to shop there “almost never.” Results also showed that of the women surveyed, 1.6 hours per week was shown to be spent shopping online and 3.55 hours surfing the web— 85% claimed they would rather shop in-store than online.

Women in the target audience said they spend an average of 3.85 hours on digital social media networking websites per week. They spend 1.45 hours reading magazines, and of the women surveyed, 55% of them claimed to spend five or more hours per week listening to the radio. An additional 55% said that they watch their favorite television shows online. Similarly, 80% of women responded that they watch five hours or more of television per week.

PERSONAL INTERVIEWSPersonal interviews were conducted to better understand the consumer’s current perception of JCPenney. It was discovered that most women think of JCPenney as a place to go for something specific, a dress for a special occasion or a purse for a night out. Most women were able to recall shopping at JCPenney as a child. Again, it was supported that they shopped there for special occasions: dances, weddings, or a night out with friends.

One child-bearing respondent had been a long-time Penney’s shopper and expressed, “I can’t wait to shop there as a mom!”

Consumers were well aware of JCPenney as a clothing and house wares retailer; however, only 15% were aware of JCPenney’s furniture selection.

When asked about her satisfaction with the in-store experience, one respondent had confessed, “it’s consistent with what you pay for, it’s not super nice, but I am always able to get what I want.” Furthermore, that respondent also stated “the ones I have been in all had the same store layout, so that made it easy for me to find what I was looking for in a hurry.”

40%60%

DO YOU DOWNLOADMOBILE PHONE APPS?

NOYES

HOURS PER WEEK SPENTON SOCIAL NETWORKS

55%

5HRS OR MORE

5%

4HRS

20%

3HRS

2HRS

10%

1HRS

10%

05 | RESEARCH

primary research

Primary Research was divided into two sections: behavioral survey and personal interviews.

BEHAVIORAL SURVEYWe distributed a survey to the target audience online through social media and e-mail. The survey asked questions about lifestyle, shopping behavior, preferences, and media consumption habits. It was found that 80% of the women surveyed work full-time. Furthermore, 90% of women surveyed have a 2-year college Associate’s degree, while 60% have earned a Bachelor’s degree. Of the respondents, 20% have children and 35% are married.

Current JCPenney shoppers comprised 60% of the completed surveys; however, 55% of the women claimed to shop there “almost never.” Results also showed that of the women surveyed, 1.6 hours

they would rather shop in-store than online.

Women in the target audience said they spend an average of 3.85 hours on digital social media networking websites per week. They spend 1.45 hours reading magazines, and of the women

additional 55% said that they watch their favorite television shows online. Similarly, 80% of women

PERSONAL INTERVIEWSPersonal interviews were conducted to better understand the consumer’s current perception of JCPenney. It was discovered that most women think of JCPenney as a place to go for something

shopping at JCPenney as a child. Again, it was supported that they shopped there for special occasions: dances, weddings, or a night out with friends.

One child-bearing respondent had been a long-time Penney’s shopper and expressed, “I can’t wait to shop there as a mom!”

Consumers were well aware of JCPenney as a clothing and house wares retailer; however, only 15% were aware of JCPenney’s furniture selection.

When asked about her satisfaction with the in-store experience, one respondent had confessed, “it’s consistent with what you pay for, it’s not super nice, but I am always able to get what I want.” Furthermore, that respondent also stated “the ones I have been in all had the same store layout, so

06 | RESEARCH

swot & top designated market areas

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

INT

ER

NA

LE

XT

ER

NA

L

In-store customer service satisfactionSocial responsibility efforts100+ years of businessOne-stop destinationGoods at a lower manageable costFourth highest ranked onlinedepartment store amongconsumers 25 - 34 (behind Amazon,Walmart and Target

Brand introductions: Sephora,MNG by Mango (only in certain stores),Allen B., Liz Claiborne, I <3 Ronson,Irreverent, Article 365 and StudioImprove social media presenceEconomical recession, opportunity toemphasize quality/priceMobile media application popularityMake the complete brand experienceconsistent and engaging

Direct competition: Target, Walmart,Kohl’s and Macy’sIndirect competition: Express, New York& Co., Banana Republic, Gap,Victoria Secret, Old Navy, IKEA,Crate & Barrel and Pottery BarnNegative consumer brand perception

Second lowest brand ranking incomparison to competitors (Target,Walmart, Kohl’s, Macy’s and Sears)Perception of JCP’s style/quality islower than certain direct competitors(Target and Kohl’s)In-store experience inconsistentwith advertising

1 NEW YORK, NY2 LOS ANGELES, CA3 CHICAGO, IL4 PHILADELPHIA, PA5 SAN FRANCISCO, CA6 DALLAS-FT.WORTH, TX7 ATLANTA, GA8 BOSTON, MA9 WASHINGTON, DC

10 HOUSTON, TX11 PHOENIX, AZ12 DETROIT, MI13 SEATTLE-TACOMA, WA14 MINNEAPOLIS-ST. PAUL, MN15 TAMPA, FL16 MIAMI-FT. LAUDERDALE, FL17 SACRAMENTO, CA18 DENVER, CO19 CLEVELAND, OH20 ORLANDO, FL

TOP 20 MARKETS

07 | RESEARCH

target audience

Women ages 25-34 are mostly Caucasian, but Asian and Hispanic women make up increasingly large segments. They are typically college educated and most work full time. They are participants in the migration back to America’s urban areas, including second cities. However, while these women are renting more, significant portions are homeowners. In 2006, homeowners represented 40% of the marriages in America and 50% of the births.

We found that women in this group desire relationships. Based on the number of births and marriages, their lives are full of change and discovery. Yet when it comes to the products they buy, they expect more than one-stop, in-and-out experiences – they expect relationships. Trust isn’t just a pivotal part of the consumer-brand experience; it’s what women want. The best brand for these women is a brand that can wear its heart on its sleeve and truly “be there” for every moment.

Life is changing and the big events keep hitting: college graduation, engagement, marriage, first home, pregnancy, having a baby...the list goes on and intensifies as young women begin balancing their work and their family. We’ve identified three groups that deserve special attention in our communications: Raising America, the family-focused woman; Balancing Act, representing women with both budding careers and significant family commitments; and Young Career, the professional-focused woman.

THE BEST

brandFOR THESE

womenIS A BRANDTHAT CANWEAR ITS

heartON ITSsleeve

08 | RESEARCH

RAISING AMERICALike most women 25-34, she works full time, most likely a new wife or mother. She is devoted to the care of her children. She spends much of her time with her parents and extended family. These family figures heavily influence the way she lives her life and the products that she purchases. Life is all about family—she wouldn’t have it any other way. This segment makes up 8.4% of the total target audience.

BALANCING ACTShe wants it all. She splits her time between a career that provides for her family and time with the people who are most important to her. She is employed in white or blue-collar jobs and lives in a suburban and exurban town. She works to further her career because it will increase opportunities for her family. Because of her hectic schedule the convenience of online shopping and other time-saving technology appeal to her. This woman knows there’s a good life to live and her goal is to build that for herself and her family. She does it all with confidence. This segment makes up 23% of the target audience and is the group with the most potential for growth as JCPenney shoppers.

YOUNG CAREERA young career focused woman is unlikely to have children. Though many in this group are married, they see a career as the most significant part of their identity. A young career woman’s relationships are based in her family of work and neighborhood friends. Living in urban areas lets her stay close to her office and enjoy the fast-paced, active lifestyle of the city. She tends to make more money, and advance to higher career levels, than “balanced” or family-focused women. Despite her higher income, her life isn’t only about the money, the house, or the shopping. Like other women 25-34, she’s interested in discovering genuine truths. For now, her career is in the spotlight, but she believes that anything is possible. This group makes up 6% of the total target audience.

segments

09 | CAMPAIGN

traditional

JCPenney is a relationship-builder. The target audience has grown up with the brand, turning to it at one or more of the classic milestones: getting a job, getting married, or buying a house. Over the years, JCPenney has attracted a lower-than-desired brand perception. We are going to change that by inspiring consumers to “flaunt your penney’s.”

The “flaunt your penney’s” message is comprised of three components: (1) “flaunt,” which directly addresses the negative brand perception, encourages the target audience to be confident—confident in what they purchase from JCPenney, what they wear from JCPenney, and shopping at JCPenney. (2) “your” represents relationships between the brand and the consumer, as well as between the consumers and the various relationships with family and friends. (3) “penney’s” is the call to action that drives consumers to shop at JCPenney.

80.4% of the target audience is likely to go through one or more “big changes” in the next 12 months. The “flaunt your penney’s” campaign will increase share of wallet among the target audience by making the brand top of mind during life’s milestones and linking JCPenney to their personal growth.

After a thorough analysis of typefaces, we decided that Bodoni Std (“flaunt your”) communicates fun, success and confidence. We pair that “confidence” with the modern look and feel of Gotham HTF, which is used for all other copy throughout the campaign.

Through traditional media we will show the target audience progressing through several relevant milestones. Each milestone is inherently connected with a sense of self discovery that we will link to JCPenney. Just as your first car gave you independence, JCPenney gives you the confidence to take on what’s next.

CAMPAIGN

10 | CAMPAIGN

magazine

GATEFOLD INSERT – STRATEGYShowing your target audience as they progress through life’s milestones will help situate the JCPenney brand socially and increase message retention rates. Women in the target audience will see themselves in these ads and connect with the “flaunt your penney’s” way of life.

Our spread will feature a single-page print ad on the left-hand page and a gatefold insert on the right-hand page. A reader is more likely to directly open up to the gatefold insert. Additionally, a gatefold will help differentiate and bring attention to an advertisement and help it stand out from the clutter in a magazine.

The gatefold insert will show emotional responses occurring at each milestone. We will remind people of those moments in their life when they truly felt confident and link that feeling directly to JCPenney with creative copy.

Young Career | Your first job gave you independence, your fiancé gave you butterflies and your new home gave you comfort. We give you the confidence to take on what’s next. flaunt your penney’s.

Balancing Act | Your career gives you fulfillment, your husband gives you support, and your daughter gives you pride. We give you the confidence to take on what’s next. flaunt your penney’s.

Raising America | Your husband gave you a promise, your home gives you peace of mind, and your son gives you gratification. We give you the confidence to take on what’s next. flaunt your penney’s.

An analysis of hundreds of typefaces was conducted. We decided on Bodoni Std Poster Italic (“flaunt your”) which is a flirty typeface that helps communicate our message of fun, success and confidence. We pair that confidence with the sophistication of the sans serif Gotham HTF which, beyond building a great looking ad, brings a modern/contemporary feel to the picture.

IMPLEMENTATIONA cost/benefit analysis yielded the following 10 magazines: People, Star, Oprah, Parents, Better Homes and Garden, Glamour, Allure, US Weekly, Cosmopolitan and In Touch. The ads will be placed in each of these magazines for two months

(on average) at a time. These magazines were identified based on three criteria:

1. High frequency of readership among the target audience

2. High reach

3. Low cost

We feel that this mix of placements will be the most efficient means by which to reach and convey the JCPenney brand and message to your target audience.

YOURancé

GAVE YOUes

YOURnew homeGIVES YOU

comfort

YOURb

VE YOUindependence

YOURancé

GAVE YOUes

YOURnew homeGIVES YOU

comfort

�auntYOUR

life

11 | CAMPAIGN

STRATEGY – SINGLE PAGE Separate single-page ads will be created, each targeting a different segment of the audience. As part of the two-page spread, the copy for each one page ad will be emphasized to show the benefit of one relevant life milestone to a particular target audience segment.

Young Career | Your first job gives you possibilities. We give you the confidence to take on what’s next. flaunt your penney’s.

Balancing Act | Your new home gives you a canvas. We give you the confidence to take on what’s next. flaunt your penney’s.

Raising America | Your child gives you unity. We give you the confidence to take on what’s next. flaunt your penney’s.

YOURrst job

GAVE YOUindependence

YOURancé

GAVE YOUes

YOURnew homeGIVES YOU

comfort

WE GIVEYOU THEc ceTO TAKE ONwhat’s next

YOURrst job

GAVE YOUindependence

YOURancé

GAVE YOUes

YOURnew homeGIVES YOU

comfort

WE GIVEYOU THEc ceTO TAKE ONwhat’s next

YOURrst job

GAVE YOUindependence

YOURancé

GAVE YOUes

YOURnew homeGIVES YOU

comfort

WE GIVEYOU THEc ceTO TAKE ONwhat’s next

YOURrst job

GAVE YOUindependence

YOURancé

GAVE YOUes

YOURnew homeGIVES YOU

comfort

WE GIVEYOU THEc ceTO TAKE ONwhat’s next

�aunt yourpenney’s

YOUR�rst jobGIVES YOUpossibilites

WE GIVEYOU THEcon�denceTO TAKE ONwhat’s next

.com

�aunt yourpenney’s

12 | CAMPAIGN

IMPLEMENTATIONThese advertisements will be shown in 132 local television spots in the top-10 DMAs as well as Tampa, along with 64 national slots throughout the entire campaign. The 64 national spots will be broken up equally between the fall and winter television seasons. Further, the spots will occur twice a week for 16 weeks. This allows us to advertise on two major shows each season. All commercials will be shown during prime time on major networks.

television

STRATEGYInspire action and link the key benefit of shopping at JCPenney (confidence through relationships) to the brand by situating the product socially.

WHAT IT ISWith three traditional advertising spots targeting towards our three audience segments, we will show the confidence that the JCPenney brand helps establish. JCPenney is there for every woman’s new beginning. This new beginning can be defined as a new milestone in life –whether it’s a new career, new point in a relationship, or a new addition to the family. These milestones are made complete with the JCPenney brand always being prepared to help.

DESCRIPTIONSRaising America | The spot begins with a woman having dinner with her boyfriend at a fancy restaurant. She looks down with surprise as her boyfriend proposes to her (they’re wearing dress clothes and look like they’re ready to go dancing). The camera zooms into the ring. As it zooms out the two are at their new house. It’s void of all decoration, but they’re carrying big JCPenney bags. They take out lamps and throw pillows and arrange them in their living room. The camera zooms in on a yellow lampshade. As it zooms out a nursery is revealed. She’s pregnant and is arranging baby clothes in the nursery (while wearing stylish maternity clothing). The spot ends as the camera pans to a red JCPenney bag on the counter with the JCPenney logo and “flaunt your penney’s” underneath.

Balancing Act | The spot begins with a confident woman walking into a full board room (she’s wearing a beautiful suit and carrying a stylish briefcase). The camera zooms in on her face as she starts her presentation. The scene morphs as if it were a watercolor painting and reforms on her face. The background has transformed into the steps of a big building. She looks down with surprise as her boyfriend proposes to her (they’re wearing dress clothes and look like they just came from the opera). The camera zooms into the ring and morphs again. It reforms on her hand and the ring. As the camera zooms out, it reveals that her hand is on her pregnant belly (she’s wearing stylish maternity clothing). She’s arranging furniture in the nursery. The spot ends as the camera pans to a red JCPenney bag on the counter with the JCPenney logo and “flaunt your penney’s” underneath.

Young Career | The spot begins with a woman walking

starts setting out decorations on her desk and the camera zooms into a picture of her and her husband. The picture morphs as if it has been turned into a watercolor painting and reforms into a scene of the couple on the day he proposed. They are having a picnic. He proposes to her, they kiss and the woman’s sun hat (that has a large red

unpacking the last of their moving boxes. The spot ends as the camera pans to a red JCPenney bag on the counter with

13 | CAMPAIGN

flaunt yourpenney’s

14 | CAMPAIGN

billboard

STRATEGYBe visible! The “flaunt your penney’s” message is one that can easily be translated through visual communication. We have found through research that women in the target audience are exceptionally high viewers of billboards. We have taken these advantages and designed an effective billboard campaign.

WHAT IT ISThese billboards will be a simplified version of the magazine ads. The most effective way to communicate the “flaunt your penney’s” message through this medium is by using bold and emotional images with simple and clear copy.

Copy for these billboards will be the same for all DMAs. “Confidence for what’s next. flaunt your penney’s.”

15 | CAMPAIGN

integrated promotions

Guerilla and otherwise non-traditional communications are a way for JCPenney to “get out and meet the people” and let its true personality come through. Due to the high percentage of the target audience that does not reside in major DMAs, it is important to bring as many brand interaction experiences to the web and social media. JCPenney has stores all over the country, and in many diverse markets. Let’s not forget those that live in small town USA – they want to have fun too. Leave the shirt and tie behind, we are going casual on this one.

Social media has given companies a unique opportunity – create valuable material that your target audience finds relevant, inspiring and enjoyable then let them share it with their friends and essentially do the advertising for you. For each person that “shares” your brand on Facebook, you gain an additional 150 impressions (the average Facebook user has 150 friends). Just think of the reach you can achieve, for free, if you are able to create the right experience.

Putting this into perspective, JCPenney has 1.5 million Facebook followers. In theory, if each of those followers “shared” a post made by JCPenney that would yield 225,000,000 impressions – for absolutely no cost. Please pause, this idea is fundamental and simple, however it is where we will be spending the next years of our professional lives.

The tactics we have created for you work to harness the power of social media “sharing” and brand interaction opportunities. We feel that the correct mix of experience and entertainment is represented here and we are excited to share it with you. Remember, if you build your brand to be fun, attractive and engaging, people will take notice.

These small things will change the world.

16 | CAMPAIGN

RESEARCH SHOWSTarget audience members are known for watching medical and crime dramas (such as Grey’s Anatomy, House, and CSI)

According to our primary research, Rock and Pop are the two most listened to music genres by your target audience.

hulu & pandora

STRATEGYBring the “flaunt your penney’s” message to the web! Large portions of the target audience use the web to view and listen to their favorite television shows and radio programming. Consumers are migrating online for all of their media consumption, the advertising needs to shift as well.

WHAT IT ISThe traditional advertisements used to reach the three audience segments will appear on Hulu and Pandora, reaching the consumers who use online media to watch television shows, movies, and listen to music. The online commercials will be accompanied by static banner advertisements that attract users by promoting an online sale at JCP.com. The banner ad will direct users to the JCPenney website where they can take advantage of these offers. These banner ads will be an excellent way to track the value and visibility of Hulu and Pandora advertisements.

IMPLEMENTATIONAdvertisements will run throughout the entire campaign and appear on shows that consumers are known to watch along with music they are known to listen to.

17 | CAMPAIGN

fashion week

STRATEGY – FASHION WEEK PART IGain free media exposure and word of mouth awareness for the JCPenney brand by unexpectedly participating in a well-known event.

HOW IT WORKSJCPenney is going to “crash” Mercedes-Benz Fashion Week in New York City. Since Fashion Week takes place at the beginning of our campaign it is an excellent opportunity to launch “flaunt your penney’s.” We are going to promote a fake designer, Addison Brooke, and then “take over” her runway show.

For this tactic we will hire an actress to play Addison Brooke, an up-and-coming designer, making her debut at New York Fashion Week. We will arrange to promote her while never mentioning JCPenney; the goal is to generate buzz about her and her message, which is “Flaunt Your Nature.” The show starts as usual with models walking the runway in avant-garde clothing. Suddenly, there will be a dramatic change in the room. A JCPenney banner will be revealed and models will come from backstage and out of the audience to flaunt their JCPenney clothing. The models will be a range of sizes and ethnicities to reflect diversity among the target audience. The shock of this change will get people talking, especially because it

is on such a large stage, and showcase “everyday fashion.” All of the signs that originally said “flaunt your nature” will change to “flaunt your penney’s.”

WHAT IT IS – ADDISON BROOKE BILLBOARDSDigital billboards will feature Addison Brooke, the fake designer, before and during her show. The billboards will read “Flaunt Your Nature” and host a close up image of Addison’s eyes. After the “takeover” the billboards will be changed to the Penney’s style. The visual will have zoomed out to reveal Addison as an early 30’s professional women and the copy changed to “flaunt your penney’s.”

IMPLEMENTATIONOne billboard will be located in each of the top 20 target audience-populated DMAs in February and March.

WHAT IT IS – TIMES SQUARE DIGITAL BILLBOARDA series of images will be displayed one-by-one on a digital billboard located in Times Square. The images will show the red silhouette of a model progressively emerging from the New York skyline, as if walking a runway toward the viewer.

18 | CAMPAIGN

fashion week {continued}

She continues walking until the entire screen becomes red.

Before Addison’s show the billboard will display the words “Addison Brooke Exclusively at Fashion Week. flaunt your nature.” After the show, the display will change to “Confidence for what’s next. flaunt your penney’s”

This billboard will further increase the presence of JCPenney and mentally link the concepts of “flaunt” and “confidence” to the brand.

STRATEGY – FASHION WEEK PART II Create a mini-campaign to support the Fashion Week takeover. These tactics work to aggressively bring the “flaunt your penney’s” message to the half of Americans that do not live in major cities while encouraging brand interaction.

WHAT IT IS – FASHION WEEK TELEVISION ADSVideo from Addison’s fashion show will be compiled and turned into a commercial. The video begins with the words “Mercedes-Benz Fashion Week” and the date of the show on a black background. A hand-held camera view is seen of the show: models walking on the runway, photographers taking photos and spectators watching. After the “big change” hits, the camera pans around the auditorium and the camera operator is clearly excited about what is going on. The reactions,

positive and negative, are shown. The video finishes with the words “We can’t wait for what’s next. flaunt your penney’s.”

IMPLEMENTATIONThese ads will air from the middle of February until the end of March during 10 prime time television slots on some of our audience’s favorite networks such as TLC, USA, A&E, Food Network, and TBS.

WHAT IT IS – FASHION WEEK INTERNET ADS We will buy ad space on each of the network websites that we have television spots. The digital Times Square billboard will be adjusted to fit this web space.

In addition to banner ads, we will put the Fashion Week television ads on Hulu and Pandora. The television ad looks very much like a viral video. When that video is put onto a digital platform it will give the impression that is being shared, even though it is a paid media placement. This natural feel should remove some of the natural hesitation online users have when opting-in to viewing an advertisement.

19 | CAMPAIGN

fashion week {continued}

IMPLEMENTATIONThese ads will air from the middle of February until the end of March.

RESEARCH SHOWSOur audience spends more time online than watching television. Let’s get the message to them in the most efficient manner possible.

WHAT IT IS – LOCAL “WALK THE RUNWAY” COMPETITIONWe will be holding a competition where JCPenney shoppers can come and walk a real runway in-store. Each participant will have their picture taken and, if they want, that picture will be sent to a local digital billboard in their DMA. Fashion, confidence and character have nothing to do with being a “top model.” Real greatness comes from inside.

IMPLEMENTATIONRunways will be in the 20 DMAs with the highest population of our target audience. The billboards and runway will run for all of March and April.

WHAT IT IS – SEMIANNUAL FASHION WEEK SALEJCPenney will hold an annual sale in February and September coinciding with the two New York Fashion Weeks. Here we can remind consumers of our Fashion Week “takeover” and remind them why they need to flaunt their style, their life, and their relationships. Successful promotion of this sale will lead to its placement as a regularly occurring event. Women in the target audience will know that these sales are approaching and anticipation for them will build.

IMPLEMENTATIONWe will make use of the “flaunt your penney’s” television advertisements around the time of the sale to bring people in store, similar to how JCPenney currently runs sale ads.

20 | CAMPAIGN

subway flip-book

STRATEGYPush the “flaunt your penney’s” lifestyle in a surprising way.

HOW IT WORKSIndividual frames of a 15-second commercial will be hung on the wall of a subway tunnel and as the train passes the images will form one moving picture.

The commercial will feature a side view of a subway car, giving the impression that another train has entered the tunnel. A professional woman walks into view with a large boom-box under her arm. She turns on music and the other passengers, a mix of races and genders, become confused and appear fearful. The passengers’ reservations subside and they begin to feel the music. They spring from their seats and start dancing. Lights and confetti come down from the ceiling of the subway car and it’s obvious these people are having a great time. A man on roller skates with a vibrant colored tank top, leggings and a multi-colored afro-wig dances in the frame. The words “flaunt your commute” will appear followed quickly by “flaunt your penney’s” and the JCPenney logo.

IMPLEMENTATIONThe ad will be placed in four of the top-populated cities throughout the US. This tactic will run throughout the entire year and each city will run the ad for two months at a time. The flights will be offset so that there are always at least two active cities.

The cities are:New YorkWashington D.C.ChicagoSan Francisco

RESEARCH SHOWSNearly 3.5 million women in our target audience rely on public transportation to move them. Now, we will use one of those modes of transportation to inspire them.

flaunt yourpenney’s

21 | CAMPAIGN

dare to wear tags

STRATEGYCreate a situation that will drive consumers to JCPenney by engaging them with the brand. This will increase brand awareness and visitation to the store.

HOW IT WORKSThere will be one model representing the brand in stand-alone JCPenney stores and ten models representing JCPenney located in larger malls. Models wearing the latest fashions from JCPenney will walk around with a special JCPenney tag attached to their shirt that doubles as a coupon and gift card. Shoppers will approach the model to tell them their tag is still attached. The tag will be ripped off and given to the individual. Upon their next JCPenney purchase valued at $20 or more, a random amount between $10-$500 will be activated. Consumers will be informed of this tactic via television, radio and billboard advertising.

IMPLEMENTATION There will be four events in each of the top-10 DMAs. The events will be advertised locally through five television early fringe slots. Three radio stations in each DMA will advertise one week prior to the event. Five billboards in each DMA will represent each local event.

RESEARCH SHOWSA significant portion of our target audience refrains from purchasing items until they go on sale. Women aged 25-29 claim they are far above average when it comes to being a smart shopper and women aged 30-34 claim they are average to above average.

�aunt yourpenney’s .com

scanANDsave

Bring this card to any associate at jcpenney.

Scan it and save that amount on any purchase

of $20 or more. Possible savings of $10-$500!

22 | CAMPAIGN

RESEARCH SHOWSWomen respond positively to philanthropic work and JCPenney Afterschool is committed to enhancing the lives of children through their partnership with Boys & Girls Clubs of America.

penney wars

STRATEGYPenney Wars was created in order to strengthen and promote the partnership between JCPenney and the Boys & Girls Clubs of America. The essence of this tactic calls for people to work together to build relationships in their communities.

HOW IT WORKSAt least one selected city in each state will compete with the rest of the nation to raise money for the Boys & Girls Clubs of America. Every DMA will have 10 billboards on display for three months. The billboards will encourage competition between cities by showing total donations updated in real time for selected markets. Motivational city-specific messages will appear on the board in each local area. The contest is open to the public; people can text their donation to a number displayed on the billboard. JCPenney will match the amount raised up to $200,000 for the top three cities nationally. At the end of the competition JCPenney will donate the money that was raised within each state to the Boys & Girls Club that participated.

Ten million dollars will be spent to rent space on landmarks in the top-10 DMAs. Ex: The Hancock Building in Chicago, IL and the Empire State Building in NY. Each landmark will have a progress meter projected on it. The entire city will then be able to track the progress of their city at any moment. Projecting “flaunt your penney’s” alongside the progress meter will increase brand perception, message retention, and keeps JCPenney top of mind. The size of this tactic guarantees free media attention.

IMPLEMENTATIONThis tactic will be supported by television, radio, billboard, magazine, Hulu and Pandora ads. There will be 22 local television news spots targeting each participating DMA and 22 national prime time television spots. Three radio stations in each state will be used to inform participants of donation methods for 12 weeks. Ad space will be purchased for three months in Parenting magazine. All 50 states will have at least one participating city; Florida, Texas and California will have two. The cities with the highest population of the target audience will be selected.

23 | CAMPAIGN

bus shelter

STRATEGY Creative use of bus shelters will increase brand interaction, visibility and awareness of JCPenney’s “Home Store” section. It will also encourage brand “sharing” by providing a unique brand experience which the user can then bring to their friends and family.

WHAT IT ISTwo walls of a bus shelter will be replaced with interactive video screens. One screen will be an interactive display of the JCPenney website. Users will be able to select different household products and furnish a room shown on the largest wall of the shelter. Users with smart phones can then download their shopping list via a QR code.

This tactic will be visible to everyone walking, driving, and moving on the streets of major cities. This type of brand experience is likely to gain attention through various media outlets, specifically social media.

IMPLEMENTATIONThese shelters will be visible from May to the end of September, the peak of walking-traffic season. 32 shelters will be positioned through the following DMAs:

Miami, FL; Jacksonville, FL; Tallahassee, FL; Panama City, FL; Houston, TX; Dallas, TX; San Antonio, TX; Austin, TX; San Diego, CA; Los Angeles, CA; Sacramento, CA; Berkley, CA; San Francisco, CA; Chicago, IL; New York, NY; Ithaca, NY; Boston, MA; Minneapolis, MN; Madison, WS; Philadelphia, PA; Pittsburgh, PA; Richmond, VA; Portland, OR; Washington D.C.; St. Louis, MO; Seattle, WA; Denver, CO; Burlington, VT; Nashville, TN; Atlanta, GA

These cities were selected to achieve the maximum reach possible while providing specific emphasis on California, Florida and Texas (as indicated by JCPenney.) Each bus shelter will be accompanied by a digital billboard. The bus shelter will be directly linked to the billboard. The billboard will display the user generated scenes. Users will literally be able to flaunt their home and creativity to the whole city!Those that do not pass by a bus shelter in their daily routine will be reached by use of radio advertisements. Three radio stations per DMA will run spots promoting the bus shelter for a total of 18 weeks.

RESEARCH SHOWSSecondary research has shown that your target audience notices and remembers bus shelter advertising. Electronic advertising of this fashion has been proven to be successful in previous campaigns; typically in terms of the unpaid media attention achieved.

{ }

24 | CAMPAIGN

kiosk

STRATEGYUse up-and-coming technology that allows consumers to experience and interact with JCPenney in an interesting new way, in-store and online.

HOW IT WORKS - PART IWe will add a new twist to JCPenney’s current in-store kiosk. The new feature will allow consumers to create a mosaic of themselves and share it with their friends through social media. Users can choose several different JCPenney merchandise, and then take a picture of themselves with the camera on the kiosk. The kiosk will reconstruct the picture as a mosaic made up of the JCPenney products. After the mosaic has been made, users will be able to post the mosaic on their Facebook and Twitter. This mosaic, if consumers so choose, will be featured on a digital billboard near that JCPenney store. An at-home version will also be available. Consumers who use the mosaic feature can receive coupons and information about current promotions.

HOW IT WORKS - PART IIThe second innovative technology to this kiosk is augmented reality. Consumers will use a cut-out of jewelry that they find in magazines to digitally try on accessories. By using augmented reality users have the opportunity to try on hundreds of different products without ever having to physically change. This feature will also be available at-home through the website.

IMPLEMENTATIONThe kiosk will be implemented in stores throughout the entire campaign. In order to promote and advertise the updates, several different media will be utilized. Five national prime time television spots will introduce the new technology. Along with the prime time spots, there will be three local television slots per week for the top-10 DMAs as well as Tampa for six months. There will be 70 digital billboards across the nation where shoppers can flaunt their mosaic.

In addition to the kiosk media, there will be an advertisement with the paper cut-outs that will appear in three magazines for 12 months to support the augmented reality feature.

25 | CAMPAIGN

mobile apps

STRATEGY – FLAUNT YOUR CHOICES TABLET APPApps promote brand interaction through a rapidly emerging medium. We want people to become involved with the brand on an emerging digital platform, easily allowing JCPenney to tag along with shoppers in their everyday lives as well as providing them another social forum to share their experiences with family and friends.This app revolves around common purchase triggers of the target audience.

HOW IT WORKSThis “adventure book” app provides our target audience a unique and interactive way to experience the brand and its products. The application allows users to create their own story by making various life decisions for Penney, the main character. She is posed with a question on each page and the user guides her though life’s milestones. Each of Penney’s answers lead her in a different life direction where she is presented with relevant JCPenney products. All possible story lines emphasize relationships, style and the variety of products at JCPenney.Each JCPenney product featured includes a link to the website where the item can then be purchased. Discounts will also be available for featured products.

IMPLEMENTATIONThe app will be available on tablets, and can also be accessed through social media as well as JCP.com throughout the entire campaign.

STRATEGY – BEST FRIEND PHONE APP The Best Friend Mobile App is JCPenney’s launch for a new mobile campaign that brings the target audience a digitally-social shopping experience. This app provides on-the-go features by emphasizing the unique functionality of today’s mobile device. The brand will come alive in the eyes of consumers, inspiring them with the latest ideas of what’s in style. It will enable them to buy JCPenney clothing and accessories through a seamless, social commerce experience.

HOW IT WORKSA scanner takes measurements of the participant’s body to create a virtual 3-D double. By means of their virtual double, this app allows consumers to try on clothes with the click of a button. Clothes can be added by scanning the barcode on product tags in store, through their digital wardrobe online at JCP.com, or by finding them through the app. Features of the mobile app include: instant feedback on outfits from friends via social media, coupons, an outfit idea generator, beauty

salon ideas, and contests. This app lets users know for certain the clothes will fit; the only questions left to answer are what to mix and match.

IMPLEMENTATIONThe Best Friend Mobile App will be featured on the Android, iphone, and Blackberry app markets. Consumers can access the app at any point throughout the campaign.

RESEARCH SHOWSThe target audience of women ages 25-34 rank second in top mobile usage.

26 | CAMPAIGN

web presence updates

FACEBOOKSocial media, specifically Facebook, is one of the most powerful tools available today. The ability to bring your brand’s personality to a nearly endless number of consumers is priceless. Online users can interact with your brand through personal and public discussion, games, apps and videos. Social media has only recently become a place for business to operate, and because the rules of the web are so loosely defined, it is easy for companies to fall behind in their online media efforts.

We have developed several recommendations that will increase the user’s social media experience shared with JCPenney.

{1} Interact directly with your fans more often. We have noticed several circumstances when the JCPenney Facebook page was inconsistently updated. Facebook has become the new consumer help-line. Therefore, unsatisfied customer complaints ought to be addressed and handled in a timely manner. Rather than ignoring posts, direct them to a place where they can receive a solution to their problem.

{2} Update the aesthetic. We recommend creating a landing page, similar to a welcome page, so that when a fan clicks on the JCPenney name they known immediately what the brand is all about. Use that landing page to tell fans what they can do on the page.

{3} Post content that the target audience finds exciting. A great way to gain new followers and bring current fans to your page is by posting web content that your target audience will want to see. Think about what viral videos your target audience might find funny.

JCP.COMThrough secondary research we learned that the JCPenney website is the highest ranked department store website in terms of functionality and ease of use. This gives JCPenney a firm base on which to build a dynamic web presence. Our recommendations revolve around building positive brand interaction with consumers and empowering users to do the advertising through “sharing.”

{1} Flaunt your apps. These are all opportunities for you to attract and retain consumers by offering engaging branded content. These apps will also translate seamlessly to other social media platforms.

{2} Personalize content by logging in through Facebook. We recommend JCPenney to emphasize the company’s focus on relationships by greeting each web visitor individually and personalizing the homepage to the user’s lifestyle. Upon opening the homepage users will be prompted to log-in through Facebook. For example, if a customer is listed as “married” and she has interests in “cooking” and “decorating,” highlight the “home store” section and offer local promotions.

THE ABILITY TO

bringYOUR BRAND’S

personality

TO A NEARLY

endlessNUMBER OFconsumers

— IS —priceless

27 | CAMPAIGN

viral videos

STRATEGY – FLASH FASHION SHOWGain free brand exposure through the use of digital social networks. This video not only will relate to the target audience, but will also entertain them to the point that they will feel compelled to share it with their friends.

HOW IT WORKSFashion-conscious women in your target audience will enter a busy city center mid-day around lunch and blend into the crowd. Crew workers will appear, seemingly out of nowhere, and very quickly construct a basic fashion runway. The fashionable women will emerge from the crowd and begin walking the runway, strutting their stuff, and bringing “flaunt your penney’s” to life. The runway-walkers will encourage average women to join in and show off how they flaunt their everyday fashion. The whole event will be filmed and posted on JCP.com, YouTube, and the Facebook page. The JCPenney logo and “flaunt your penney’s” slogan will appear at the very end of the video so users know who to thank for their two minutes of entertainment.

STRATEGY – FLASH LIVING ROOMThe flash living room will generate buzz about JCPenney’s home décor department with an entertaining viral video that inspires your target audience to share the experience with their friends.

HOW IT WORKSSeveral people dressed in single-colored tight fitted body suits will quickly set up a living room in the middle of a park to elicit surprised and confused emotions from the surrounding people. The “wow!” comes from seeing oddly-dressed people doing something completely unexpected. The strength of this video is in the surrounding bystanders’ reaction to the new living room. Interactions with the static room will be filmed throughout the day. The video will show people using the room to recover from a hard run, lounge about for a peaceful day in the park and cuddle together while on a romantic date. The video concludes with “These moments brought to you by JCPenney. flaunt your penney’s.” The video will be uploaded on YouTube, Facebook and the JCP.com

RESEARCH SHOWSStatistically, 55% of your target audience spends five hours or more per week on social networking websites. Viral videos have nearly endless possibilities for word of mouth awareness.

27,127,857 T-MOBILE FLASH DANCE

7,934,811 T-MOBILE WELCOME BACK

25,549,216 IMPROV EVERYWHERE FROZEN GRAND CENTRAL STATION

6,915,380 IMPROV EVERYWHERE FOOD COURT MUSICAL

1,562,588 OFFICIAL SEATTLE GLEE FLASH MOB VIDEO

8,447,953 MICHAEL JACKSON DANCE TRIBUTE

4,584,773 SUPERMARKET FLASHMOB

22,550,564 SOUND OF MUSIC CENTRAL STATION ANTWERP

7,787,326 BEYONCE 100 SINGLE LADIES FLASH-DANCE

31,926,193CHRISTMAS FOOD COURT FLASH MOB

VIRAL VIDEOIMPRESSIONS

28 | MEDIA

strategy

This media schedule was created to maximize the visibility and message retention rates of “flaunt your penney’s.” Most integrated promotional efforts have been supported by a traditional media flight that brings the energy and confidence of this campaign to the half of Americans that are never involved in guerrilla tactics. Each tactic listed in the Gantt chart has all costs included. A breakdown of media buys can be found on each tactic page.

JCPenney gave us the challenge of reaching an average of 46 million viewers per week. We have succeeded in this and anticipate an average of 68.3 million impressions per week. Total estimated impressions for each tactic are listed on the right side of the following page.

MEDIA PLAN

29 | MEDIA

FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY COST IMPRESSIONS PER WEEK

TACTIC

MAGAZINE 18,149,776 121,760,000People

Star

Oprah

Parents

Better Homes

Glamour

Allure

US Weekly

Cosmopolitian

In Touch

TELEVISION 19,959,508 984,990,000

BILLBOARD 3,233,754 408,791,880

HULU 5,000,000 288,000,000

PANDORA 900,000 240,000,000

FASHION WEEK 2,909,376 165,781,055

FLIPBOOK 2,700,000 112,500,000New York

New York to New Jersey

Chicago

San Francisco

Washington D.C.

DARE TO WEAR 2,697,150 229,270,185

PENNEY WARS 18,874,016 658,716,372

BUS SHELTERS 10,114,880 58,650,400

KIOSK 13,112,372 256,595,500

MOBILE APPS N/A N/A

SOCIAL MEDIA N/A N/A

VIRAL VIDEOS 30,000,000Flash Living Room

Flash Fashion Show

CONTINGENCY 1,400,000

TOTAL 99,960,833 3,555,055,392

TOTAL PER WEEK 68,366,449.85

gantt chart

30 | EVALUATION

overview

A solid plan is only as good as its evaluation. A post-review of each tactic after its completion is highly recommended and critical in order to see what was gained, and what could have been done better.

Let’s recap the three goals set forth by JCPenney:

{1} Attract female consumers age 25–34.

{2} Retain current female consumers age 25–34.

{3} Increase share of wallet among female consumers age 25–34.

Each tactic was created to solve some portion of this overall challenge. However,no one tactic alone will make this plan a success. The strength of our plan is trulyin the way it brings excitement and opportunity to a wide range of consumers byseamlessly blending traditional and non-traditional tactics. Eventually, the linebetween what is a traditional and what is a guerrilla will disappear.

In this day and age, there is no longer a differentiation between online andoffline, rather one-line – one-line that connects a brand to a consumer.

This relationship will change the world.

EVALUATION

31 | EVALUATION

evaluation

TRADITIONALDo the number of impressions earned equal the number estimated?How well was the “flaunt your penney’s” message imprinted and retained in the audiences’ mind? Is JCPenney the top of mind brand within the target audience?

HULUDo the number of impressions earned equal the number estimated?How many unique click-throughs were gained through this media?How many sales were generated directly through these click-throughs?

PANDORADo the number of impressions earned equal the number estimated?How many unique click-throughs were gained through this media?How many sales were generated directly through these click-throughs?

FASHION WEEKHow much free media exposure was gained?How has top of mind awareness for department stores changed?What is the retention rate for “flaunt your penney’s?”

DARE TO WEAR TAGSDo the number of impressions earned equal the number estimated?How many sales were directly generated through this tactic?

PENNEY WARSWhat was the total participation?How much has this tactic increased the consumers overall perception of JCPenney?How much free media exposure was gained?Is JCPenney the top of mind brand within the target audience for socially responsible stores? How well was the “flaunt your penney’s” message imprinted and retained in the audiences’ mind?

BUS SHELTERSDo the number of impressions earned equal the number estimated?How much has this tactic increased the consumers overall perception of JCPenney?How many times was this experience “shared” through other media?

SUBWAY FLIP BOOKDo the number of impressions earned equal the number estimated?How much has this tactic increased the consumers overall perception of JCPenney?How much free media exposure was gained?

KIOSK UPDATESHow often does the target audience use the updates?How many times was this experience “shared” through other media?How much has this tactic increased the consumers overall perception of JCPenney?

MOBILE APPSHow many times have the apps been downloaded?How often does the target audience use the apps?Is JCPenney the top of mind brand within the target audience for shopping apps? How much has this tactic increased the consumers overall perception of JCPenney?

SOCIAL MEDIAHow has the Level of interaction between JCPenney and fans changed?How many times is the Facebook page viewed?How many followers does the Facebook page have?How many times is JCPenney content re-posted by the target audience?How well was the “flaunt your penney’s” message imprinted and retained in the audiences’ mind?

VIRAL VIDEOSHow many times was each video viewed?How much traffic to the web site was generated by this tactic?How much has this tactic increased the consumers overall perception of JCPenney?

32 | EVALUATION

in-store recommendations

Our secondary research has shown that 73.85% of the target audience feels that the store environment makes a difference on whether or not they shop. The experience in-store needs to be engaging, exciting and consistent with the advertised brand. Recently built or renovated JCPenney stores do these things very well. The stores are bright, full of color, clean and well laid out. We recommend investing in renovations that will bring older JCPenney stores to the new modern look and feel.

Stores tend to be cluttered and lack effective navigation resources. We see two main problems with JCPenney:

{1} The visual displays throughout the store are not consistent with the products sold in the same area.

{2} Finding the advertised products is difficult.

First, we suggest highlighting each section of the store to make them easier to travel between. Second, we suggest updating the promotional displays more frequently to make the images shown more relevant to the products on display. Lastly, it is important to bring the “flaunt your penney’s” mindset to the store. One simple way to do this is by using the same typefaces from the ads in your in-store signage. It is crucial that the consumer’s expectation of the brand be met or surpassed upon shopping in-store. JCPenney does a great job of providing excellent customer service. The attitude of the building needs to be updated to match the excitement JCPenney has for giving consumers the confidence to take on what’s next.

IT IScrucialTHAT THEconsumer’s

EXPECTATION

OF THE

brandBE MET OR

surpassedUPON SHOPPING

in-store

ANGELA ANTONIO – IP DIRECTORALISON AUGER – COMMUNICATIONS TEAMJOSH BAILEY – CREATIVE TEAMKIM BAUGHMAN – IP TEAMJEREMY CANADA – IP TEAM

DEVON CARLSON – CREATIVE DIRECTORMEGAN CARTER – IP / CREATIVE TEAMSBRIDGET DALTON – COMMUNICATIONS TEAMDAVID DONAHUE – COMMUNICATIONS TEAMCHAD FLORY – COMMUNICATIONS DIRECTOR

KELLY KANAN – RESEARCH DIRECTORMELISSA KNAPP – CREATIVE TEAM / DESIGNDANIEL MATTHEWS – CREATIVE TEAM / DESIGNSARAH MESSER – CREATIVE TEAMTYLER NALL – ACCOUNT EXECUTIVE

BRIANNE NOVAK – IP TEAMSTEFANIE STEPHENS – RESEARCH / CREATIVE TEAMSKATELYN STUTTERHEIM – CREATIVE TEAMLINDSAY WARNERS – COMMUNICATIONS TEAMPETER WOLFGRAM – RESEARCH TEAM / DESIGN