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Transcript of Plansbook FINAL Spread)
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8/3/2019 Plansbook FINAL Spread)
1/19
ossibilities
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8/3/2019 Plansbook FINAL Spread)
2/19
1Capitol Advertising
Table of Contents:Executive Summary 2
ResearchResearch Design 4SWOT Analysis 5
Insights 6
Campaign Strategy 7Target Market Segments 8
Segmentation Strategy 9Objectives 10
CreativeBig Idea 11
Creative Strategy & Testing 12
Media Strategy 13Intrigue 14Awareness 16
Interest 20
Action 22Website 24
Social Media 25Partnerships 26
In-store Recommendations 27
Metrics & Long Term Plan
Five Year Plan 27Campaign Rollout 28
Accountability 29Budget & Media Flow Chart 30
Appendix 31
Why Capitol Advertising 32
Rickie AshmanMerrill CalottaCourtney CantorMatthew Heymann
Faculty AdvisorLynda Maddox
Imade IlentamhenRaycha JagroepNav KaurThais Moraes
Capitol Adversing is excited to present its JCPossibilies campaign. The
campaign is based on our key insight: Women 25-34 have more personal and
professional possibiliesthan ever before, creang the constantneed for
products to complement, enrich, and dene their modern lifestyles.
Women are natural users of online media with at least 45% using social media
and streaming video daily. We engage women with our media and creave
execuons to leverage our budget.
We look forward to meeng and working with you.
Thank you for this wonderful opportunity!
Our TeamEbba NelliganJesse RoseKendra RousseletAaron Ruby
Katherine SimonRebecca SlotkinAmy VidettoAlan Yeboah
Special ThanksDarshan MehtaGina Myers
Project DirectorVirginia Laird
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2 Capitol Advertising
Women 25-34 are the rst generaon of women with such a broad array of opportunies and choices. Nearly three-quarters of survey respondents told
us they were shopping and spending more because of the possibilies available to them. Whether its buying a home, moving up the corporate ladder, or
starng a familyOh, the possibilies that await them.
We posion JCP as an integral part of modern womens lifestyles by oering aordable, quality products that complement, enrich, and dene their life
possibilies. Oh, the JCPossibilies complements the opmisc feeling about their life possibilies and combines it with a strategic play on JCPs new
logo.
Our research shows that when women 25-34 see or hear JCP, they instantly know it is JCPenney. We extend the P into words that highlight all the
possibilies in their lives, like JCPicasso and JCParadise, and all the products JCP oers to enrich them, like JCPhilosophyand JCPower heels.
Extending the P signies life possibilies or products. The duality of our creave strategy is reinforced through branding ads and price level ads.
Branding ads focus on image and communicate that JCP is an integral part of modern womens lifestyles, while price level ads focus on increasing
shopping frequency and spending by communicang that JCP has many products at aordable prices.
JCPossibilies uses strategic media placement, brand partnerships, and loyal customers to maximize the reachof our campaign. Our media strategy guides consumers through a percepon change from dated to modern, and
ulmately leads them to make a purchase at JCP.
By engaging consumers and emphasizing JCPs modern image, JCPossibilies eecvely expands the reachand impact of our message to create a unifying voice. We implement an integrated digital strategy that
seamlessly translates from online to in-store. JCPossibilies increases shopping frequency and boosts sales by$110,767,459 .
JCPossibilies strategically aligns JCP with the possibilies that dene the lives of modern women. This updatesand modernizes the JCP brand without trying to convince women that JCP is suddenly trendy. Our research told
us that women value the tradion of JCPenney but they want the brand to reect who they are today and into the
future.
JCPossibilies goes beyond the typical retail campaign and establishes the brand as a relevant part of womenslives, assuring them that JCP supports them through each stage of their lives, making them realize...
Oh, the JCPossibilies...
Executive Summary
JCPicasso: A branding ad that
highlights one of the numerousalternave career possibilies for
modern women.
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5Capitol Advertising4 Capitol Advertising
SWOT AnalysisResearch DesignThe Challenge
ACQUIRE:
new female customers ages
25-34
RETAIN:current female customers ages
25-34
INCREASE:shopping frequency
GROW:share of wallet
The Capitol Adversing Method
4 Capitol Advertising
25,000hours of
Secondary
Research
35In-Depth Interviews &
4
Naonwide Online Focus Groups
1,007
Naonwide
Survey
Respondents
4
Shopping
Gurus
We conducted in-depth
research on not only
the past and current
business climate of JCP
and its competors
but also the emerging
trends in womens
modern lifestyles to
beer posion JCP in
the future.
For our 55-queson
survey, we screened
respondents by
demographics and
shopping behavior.
Cross-tabulaon
analysis led us to
discover quantave
data that substanated
our insights, leading to
a beer understanding
of what makes women
shop, purchase, and
build brand loyalty.
We consulted four
women in the target
market from all corners
of the country, leading
very dierent lives. They
advised us throughout
the development of our
campaign, allowing us
to create a strategy that
could resonate with our
target segments.
60Creave
Tesng
Parcipants
Which types of
messages would best
capture and engage the
target market with the
campaign, ulmately
changing brand
percepon.
We conducted naonwide quantave and qualitave research to learn what makes women 25-34 shop and spend more at JCP and what would
bring women who shop at competors to JCP. Using a mix of tradional and cung edge research, Capitol Adversing unlocks the secret to womens
buying behavior and unmet needs, leading to the development ofJCPossibilies .
O T
Well-known American brand
Trusted for aordable products for everyday life
Leader in digital innovaon (e.g. rst retail
website, Facebook store)
Ranked #1 in AmExs Customer Service Rankings
three years in a row
#1 retailer on DiversityIncs annual ranking of
Top 50 Companies for Diversity
Perceived as a tradional, dated, and
average brand made for older generaons
Lile dierenaon in retail industry
Lacks a fully integrated media strategy
Services not top of mind for target market (e.g.
gi registry and custom decorang)
Public relaons eorts fail to reach target market
Growing consumer involvement with digital media Women out-earn male counterparts by roughly
10% in major cies
Higher levels of educaon lead to more career
possibilies than previous generaons
Women 25-34 have as many as 10 life transions
(e.g. new home, promoon, marriage)
Endless possibilies = a constant need to purchase
new products
Online flash sale retailers (Gilt Groupe, Zappos),competors (Target, Macys, Kohls), and fast
fashion brands (H&M, Zara) steal market share
Women get married later and have fewer children
Women are me starved, giving them less me to
shop
Post-recession, consumers buy fewer things,
preferring to invest in expensive, high-quality
items
Competitors
Variety & Coolness of Target
Glamour & Quality of Macys
Discounts of Kohls
Prices of Walmart
Reliability of Sears
Uniqueness of Specialty Stores
To beer understand the compeon, we asked the target market what they like
about JCPs competors:
Parcipants were carefully screened to include 25-34
year old women who had increased retail spending in
the past year at JCP or its competors. We discovered
why they shop, what would make them increase
shopping and spending, and what makes them go to
a store they have never visited before. We learned
how to fulll the needs in womens modern lifestyles
and how to provide them with a successful shopping
experience.
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7Capitol Advertising6 Capitol Advertising
Campaign Strategy
Guides consumers gradually through a percepon
change from dated to modern by showing
customers that JCP has all the products that cater
to their modern lifestyles.
1
2
3
InsightsWomen 25-34 feel they can do anything; the new normal is that there
is no normal. From tradional to avant-garde, this generaon is
exhilaratedby the broad array of possibilies available to them.
Women 25-34 have more personal and professional possibilies than ever before,
creang the constant need for products to complement, enrich, and dene their
modern lifestyles.
Key InsightJCPossibilities is simple, extendable, and eecve. We update the JCP brand
from dated tomodern by aligning it with the many possibilies of womens modern
lifestyles.
Overall Strategy
4
Leverages womens relaonship networks to get
them to talk, share informaon, generate buzz,
and promote JCPs brand.
Extends campaign from an emphasis on image
and brandingto an emphasis on pricing and
products. Branding ads focus on modern womens
personal and professional possibilies to change
percepon of JCP. Price level ads highlight great
brands at great prices, conveying the deal, which
increases shopping frequency and spending.
Highlights new JCP logo by extending the P into
words that describe the dierent possibilies
available to modern women.1
2
34
Eorts to rapidly move JCP from average to trendy are not believable
or memorable. Women want the familiarity and tradion of JCP, but
they want it to be updated to t their modern lifestyles.
Victory is nding a great deal. A successful shopping experience is
dened by nding the right products and brands at the right price.
Women value relaonships above everything else. From family to social
networks, women are redefning their relaonships to t their modern
lifestyles.
JCPao: Updates the target markets percepon
of the brand by showcasing its modern furniture
oerings.
JCPenney is DatedPhase 1:Weeks 1-13Spark curiosity about JCP,
highlighng the companys
rebranding iniave.
Phase 3:Weeks 27-39Highlight the many productpossibilies within JCP that
help women fulll their
unmet needs.
Phase 4: Weeks 40-52Encourage consumersto purchase using
unconvenonal taccs.
JCP is Modern
40%
15%
15%
10%
20%
50%
10%
5%
20%
10%
9%
Phase 1
Phase 2
Phase 3
Phase 4
Price level ad on nymag.com
Branding ads located in airports in
our targeted cies
Phase 2:Weeks 14-26Spread the JCPossibilies
message and establishes
JCP as a modern retailer.JCPromoters
JCParalsJCPotenals
80%85%99%
PerceptonC
hange
60%
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Segmentation StrategyOur research shows that the best way to change womens relaonship with JCP is to segment our market based on their shopping behavior at JCP,
rather than demographics, which ignore the diverse nature of our target market. Women are more likely to be inuenced by one another than by
a retailer. We leverage womens relaonship networks to increase frequency and spending at JCP.
Since women in our target market are highly inuenced by word of mouth, we ip the funnel to focus on JCPromoters, who already view JCP as
their go-to store, capitalizing on their inuence to spread our campaign message.
Of the 20.3 million women ages 25-34 in the US, we focus on the 10.6 million who have the highest propensity to shop at JCP.
Why this works:
Focus on shopping behavior (not demographics) in order to directly increase
shopping frequency and share of wallet Target JCPromoters to spread the campaign message and inuence other
women
Why we love JCPromoters:
JCPromoters are a hidden power in our
target market. They are the smallest in
number, but have the strongest voice of
authencity and trust.
They interactwith and inuence a wide
network of consumers based on their
strong connecon to JCP. Their message
echoes and radiates, as they share
convincing informaon about the JCP
shopping experience.
JCPromoters already think the way we want
the rest of our target to think: JCP is top of
mind.
JCPromoters 8% of target market910,000 women
JCPotenals 73% of target market
8,300,000 women
JCPartals 12% of target market
1,400,000 women
Propensity
tos
hopa
tJCP
Directonofinfluence
Target Market Segments
JCPromoters Relaonship with JCPShop at JCP 5+ mes a year,
48% Rewards members
JCP = Classic
Prices = a STEAL
Product = Classic
Purchase TriggersIn-store: Recent life
transion
Online: Shopping for a
specific item
Social Media
Equivalent
Tweeter
We want JCPromoters to
share informaon and
buzz with JCParals and
JCPotenals.
What they get out
of our campaignJennifer: 33 years old. When shes
not spending me at home with
her husband and kids, she is hard
at work developing her fashion
blog and online start up company.
Just the other day, she got a
purse from JCP for a steal and
posted it on her blog.
These influencers
share the latest retail
gossip with anyone
willing to list
en.
Meet our JCPromoter!
JCParals Relaonship with JCPShop at JCP 2-4 mes a year,
8.7% Rewards members
JCP = Simple
Prices = a DEAL
Product = Tradional
Purchase Triggers
In-store & Online: Sales
promoons
Social MediaEquivalent
Re-Tweeter
We want JCParals to
strengthen their
relaonship with JCP
and be aware of all the
affordable products
that JCP has to offer.
What they get outof our campaign Meryl: 28 years old. She is a
market research analyst and loves
decorang her new home with
her husband. She visits Jennifers
blog, gushes over the purse she
posted, and tweets about it.
Meryl stops by JCP aer work to
pick up the purse and a new pair
of pumps she found on sale!
These deal-oriented
shoppers are on the
hunt to find the next
big steal.
Meet our JCParal!
JCPotenals Relaonship with JCPShop at JCP 0-1 me a year
JCP = Old-fashioned
Prices = Cheap
Product = Average
Purchase Triggers
In-store: Specific brands
Online: Sales promoons
& shopping for a specific
item
Social Media
Equivalent
Follower
We want JCPotenals to
realize that JCP is a
modern retailer that can
sasfy their needs for
brand name products at
affordable prices.
What they get out
of our campaign Angela: 25 years old. A recentgrad, she just got her first big
break working in the big city. She
loves spending me with friends
and enjoying her newfound
freedom. She isnt a fan of JCP,
but aer seeing Meryl tweet
about the great deal she got,
Angela spends her lunch break
browsing jcp.com.
These brand-savvy
shoppers are
obsessed with
finding affordable
brand name
products.
Meet our JCPotenal!
Aer extensive research, we determined that the best way to retain, aract, and increase shopping frequency and sales among our target market
is to segment them based on shopping behavior and their relaonship with JCP. Meet our target segments!
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11Capitol Advertising10 Capitol Advertising
Objectives
We Want:
80% ofJCPotenals
70% ofJCParals
99% ofJCPromoters
65% ofJCPotenals
85% ofJCParals
99% ofPromoters
to view JCP as an integral part of the excing possibilies and lifestyles of modern
women
to know that JCP oers a wide range ofaordable, quality product possibilies
to change their percepon of the old JCPenney as a dated brand, to the new JCP
as an aracve, modern retailer
We Remind: that JCP values and rewards them for their brand loyalty
Marketing:
TOTAL INCREASE IN SALES (IN-STORE & ONLINE): $110,767,459
Communication:Big Idea
PositioningJCP gives women 25-34 the opportunity to feel victorious by oering quality products at aordable prices to best complement their
modern life possibilies.
The Big IdeaWomen are in a stage of their lives where they are able to shape their futures as they please. There is no limit to their opportunies
because society no longer connes women to tradional roles. Modern womens lives are lled with endless choices, opportunies,
and possibilies.
This led us to our big idea:
JCPossibilies shows how JCPs products complement womens life possibilies in a fun, easy, and excing way. Women feel they
can do anything; the new normal is that there is no normal.
We highlight that for every possibility, JCP has oerings to suit their needs. The possibilies refer to the lives of target members and
to the many products and departments at JCP.
We depict the dierent possibilies available to modern women to show that JCP is an integral part of their lives. This transions
JCPs image from average and dated to modern and relevant, encouraging cross-shopping online and in-store, which results inincreased sales, shopping frequency, and share of wallet.
The A-ha moment,
grasping the multude
of opportunies
Incorporang possibilies into the brand name highlights the campaigns integraon
of lifestyle possibilies with product possibiles and draws aenon to the new logo
The possibilies are
innite and evolving
Raonale: We determined ROI by nding target market size, average amount spent per trip, and number of increased trips, both online and in-store.
Our research showed that JCPromoters, especially Rewards (JCPoints) members, shop and spend the most. By increasing the number of JCParals,JCPromoters, and JCPoints members, we boost sales by $110,767,459. We focus on increasing online sales because online shopping is growing
exponenally and is predicted to make up over half of all US retail purchases within the next 5 years. The convenience, promoonal incenves, and 24-
hour accessibility of online shopping is driving our target market to shop more online.
CUSTOMERSTo retain:
95% of current JCP customers
Results = 2.85M JCP customers
To aract:
10% new customers
Results = 830,000 new JCP
customers
JCPOINTSTo increase:
JCPoints Membership by 20%
Results = Increases members
from 375,000 to 450,000
To increase:
JCPoints Acvity by 50%
Results = Increases JCPoints
members addional trips per
year from 1.9 to 2.85
SEGMENTSTo move:
0.75% of JCPotenals to JCParals
Results = Increases sales by
$24,555,758
3% of JCParals to JCPromoters,
Results = Increases sales by
$34,879,320
14.3% of JCPromoters to JCPoints
members
Results = Increases sales by
$51,332,381
SALES
To increase:
Online purchases by 50%
Average online orders from 1.7 to 2.55 per year
Results = Increases online sales by $60,162,900
To increase:
In-store purchases by 4%
Average shopping trips from 3.3 to 3.43 trips per year
Results = Increases in-store sales by $50,604,559
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Creative Strategy
Creative Testing
I couldnt stop
thinking of P
words all week!!- Ashley C, 26 [Campaign Tesng]
Its clever and new. It tellsme that JCP has everythingIm dreaming about. Itspersonable and thats
important.- Jen L., 32 (Tagline and commercialtesting)
I like this because it makesme think o dierentpossibilities or my wardrobe!For example, I can buy mysuit as well as my happy houroutft, I like the versatility oOh, the JCPossibilities- Angie E., 25 (Tagline testing)
JCPossibilies shows how JCPs products complement womens life possibilies in a fun, easy, andexcing way. Women feel they can do anything; the new normal is that there is no normal. The
possibilies in their lives encompass so many diverse opons, not just tradional ones. We show that
JCP is modern by tapping into these forward-thinking alternave possibilies.
Our tagline, Oh, the JCPossibilies... emphasizes the opmism and endless opportunies that
surround our target market. By using JCPs inials as the unifying element, we keep the brand at the
core of our campaigns message and use P-extensions to show a multude of possibilies.
The JCPromoters internalize the message and spread it to the other segments. JCParals respond to the
benet of JCPs product possibilies and shop more, while JCPotenals idenfy with life possibilies
and update their percepon of the brand. Our strategy highlights JCPs new logo and elevates JCP with
a message that is unlike tradional retail ads, inspiring women to think of their own P-extensions,
keeping JCP top of mind. JCPeek-a-boo: Plays on nostalgia, showingthe possibilies of a common household
item in a meless childhood game. Ads
are placed in magazines, popular among
moms, such as Real Simple.
Media Strategy
Sparks curiosity about
JCP, highlighng the
companys rebranding
iniave
Level 1: Intrigue
Level 2: AwarenessSpreads the
JCPossibilitesmessage
and establishes JCP as a
modern retailer
Level 3: Interest
High-frequency media
taccs highlight the
benets of JCPs
aordable products
Level 4: Acton
Media Objecves
To reach 99% ofJCPromoters 1,334 mes/year
To reach 95% ofJCParals 1,408 mes/year
To reach 90% ofJCPotenals 1,467 mes/year
Encourages consumers
to make purchases using
non-tradional taccs
Oscars Grammys Emmys
Digital Stylist
Compeon
T-shirts
3D Projecon Fashion Show
TV Commercials
Print Ads
Banner
Radio
Cause Markeng
Hulu
Interacve Bus Stop
Escalator Handrails
Parking Lots
Billboards
TransitProduct Specic Ads
Interacve Print Ads
Branded Entertainment
Product Placement
Website
Email Promoons
JCPop-Up Showrooms
Vending Machines
JCPick-Me-Up Truck
JCPoints
Social Media
We use strategic media placement and channels to extend the JCPossibilies creavestrategy throughout our campaign. The media strategy guides consumers through a percepon
change from dated to modern, ulmately leading women to make a purchase at JCP.
Intrigue
Awareness
Interest
Act
on
Budget Allocation
For each target segment, we focus on the following media objecves:
JCPromoters = We emphasize Reach, since we know they will share our message with friends
JCParals = We emphasize Connuity to keep JCP top of mind
JCPotenals = We emphasize Frequency to ensure they remember the JCPossibilies message.Total Gross Impressions = 23,454,061,028
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JCPut Me on the RedCarpet Competition
Digital StylistDuring the Oscars Red Carpet, an icon appears at the boom of the
television screen encouraging viewers to visit jcp.com to nd their
own red carpet look. On the site, a live well-known JCPersonal Stylist
analyzes celebrity fashions on the carpet and describes ways to create
similar looks using JCP products.
Parcipants are challenged to tweet using # JCPossibilies for a chance towin a trip to the Oscars. Beginning in January, adversements on jcp.com,
fashion blogs, and celebrity related websites appear to spur involvement
in the contest. Spotlight features on shows such as E! News, Access
Hollywood, The View, and Good Morning America further extend
coverage of the compeon.
During the Oscars, Spotlight commercials show snapshots of the winner
and her journey. This event promotes JCP through social media buzz and
coverage from entertainment news sources. Associaon with the Oscars
spread the message that JCP is no longer dated but modern.
Why this works:
24.4 million women watch the Oscars each year, allowing
JCPossibilies to reach a signicant poron of the targetmarket
Oscars compeon fosters word of mouth markeng through
retweets, extending the reach of our campaign before it even
launches The Digital Stylist encourages online shopping and enhances
brand image
JCPossibilies launches during the 84th Annual Academy Awards. Leadingup to the Oscars, ads air both online and oine to encourage parcipaon
in the JCPut Me on the Red Carpet Compeon. The Oscars are the
perfect plaorm for JCPs rebranding iniave because its one of the most
watched televised programs and women make up 65% of viewership. As the
only retail sponsor of the event, JCP is able to communicate their message
without the interrupon of other retailers.
(Intrigue) JCPossibilitiesT-Shirt Promotions
To build campaign hype, JCPossibilies t-shirts are distributed at thefashion shows and in-store. The t-shirts feature diverse P-extensions,
such as JCPride and JCPoderosa (Spanish for powerful) to beer
connect with the target markets lifestyles and ambions. Women
receive discounts when wearing the shirts while shopping on certain
days throughout the campaign.
Fashion Show3D Projecon Fashion Shows
In celebraon of Fashion Week, our campaign features innovave fashion
shows in Miami, Dallas, Los Angeles, and New York. During the show, 3D
projecons portray a series of changing designs on models white clothing as
they walk down the runway. The clothing is made in collaboraon with our
JCPartners. The fashion shows are open to the public and take place near
high-trac JCP stores.
The shows air on jcp.com, where women can experience the show as
insiders. On the site, they can stream a video that lets them sit in the front
row by the runway, with the opon to view dierent aspects of the show.
Women can also read about the story behind the show and view behind-
the-scenes videos.
Why this works:
Innovave technology generates buzz and curiosity about
JCPs modern product possibilies
3D Projecon Fashion Shows serve as a direct call to acon for
in-store and online purchasing
Promoonal t-shirts draw aenon to the new JCP logo,
drive in-store acvity and sales, and turn JCParals intoJCPromoters
assion
oderosa
( )
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17Capitol Advertising16 Capitol Advertising
Branding AdsBranding ads explore the life possibilies of the target market. They focus on connecon by tying womens aspiraons to the JCP brand through dierent
P-extensions that are incorporated into the logo. Ads are inspiring, nostalgic, and fun.
JCPaycake:
Makes women
feel proud of their
diverse careers
and opmisc
about their life
possibilies. Banner
ads are placed on
recipe and cooking
websites, such asRachaelRay.com.
JCParadise: Makes women stop and think about the
possibility of relaxing, since JCP understands that
they are me-starved. Ads are placed on bus stopsin
downtown areas, naonwide.
JCPre-date jiers: Tells women JCP helps them make a great rst impression with its
selecon of products. Ads are featured in LGBT magazines, such as Curve.
Why this works:
Ads highlight the new JCP logo and align modern lifestyle
possibilies with JCPs brand image
Commercials(Awareness)
jcpatty-cakearenthood-
JCParenthood
Why these work:
P-extensions, producon format, and music selecon are
aenon grabbing and memorable Commercials take on a non-tradional retail focus that
modernizes JCP
Music: The Man of Metropolis Steals Our Hearts by Suan Stevens
Technique: Low-tech feel (highlights realism); furniture and clothing change to
beat of music
Intro: P-extensions scroll through unl landing on commercial theme
Placement: During popular TV shows like Modern Family
Intro: P-extensions scroll through and complete the jcp logo unl landing on
the commercial theme
Our commercial format extends easily to other JCPossibilies . Forexample, JCPassport (shown below) showcases the possibilies of
where one could live or travel.
Descripon: A woman wearing a white maternity dress enters the all whitefurnished nursery room. She stands next to the crib, running her hands across
the cool railing secured to protect a delicate future. She starts dreaming of
the possibilies that await her. A beauful baby girl is born; new life brings
new possibilies. Her rsts. First steps, rst laugh, rst smile radiang
innocence. What will she be like?As she grows up, she explores the world
around her; mixing up poons, nger painng, ying paper planes, creang
her melodies. Who will she become?Nave ambion drives her curiosity.
Notes and books cover her bedroom oor; she eagerly searches for her place
in the world. Will she be a poet? An architect? An entrepreneur? How will it
feel to watch her nd love? Once a girl, now a woman. She will embrace her
passions. She learns perseverance and inner strength. She lives by her
own tempo, nding her individuality. And maybe one day she will even win
an Oscar.
JCP products showcased:Duo Maternity Sunburst ITY Dress, Cindy Crawford
Mother-of-Pearl Table Lamp, Walnut Grove End Table, Linden Street Pillow,
and Monterey Converble Crib, Dresser, and Hutch
O t H( )P ki L t
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19Capitol Advertising18 Capitol Advertising
Out-o-HomeOur out-of-home taccs are placed in high-trac urban areas on bus stops,
highways, and in malls with JCP stores across the country.
Billboards:
During the day, the JCPossibilies ad features all white JCP products. Duringthe night, projecons bring the ad to life to highlight dierent possibilies. Ads
are placed in high-trac areas in our targeted cies.
Interacve Bus Stop:
Target market can click buons
to project dierent furniture onto
the back of the bus stop. Once a
buon has been selected a QR
code appears below it driving
women to that products page of
jcp.com.
(Awareness)
Escalator Handrails:
An endless trail of P-extensions run down the escalator handrails to
draw aenon and increase reach and frequency. The P-extenons
are mostly product focused, with lifestyle words sprinkled in. Adsare placed in subway staons and malls near JCP stores naonwide.
OnlineInteracve Banner Ads
Our banner ads provide a simple,
yet interacve way for women
to discover the possibilies
oered at JCP. Scrolling over the
white banner unveils a variety
of products and directs trac
to jcp.com. Products in the ads
are specic to site content (e.g.
CafeMom: Childrens items,
Elle: Womens Clothing and
accessories).
Parking Lots:
We make the target market think about possibilies on their way
to JCP. The ads are placed on parking spaces reserved for dierent
product possibilies near the entrance to JCP stores.
Cause MarketingIts not just about the clothes. Dress for Success gives
disadvantaged women a network of support, career
development tools, and professional are to open doors
to new personal and professional possibilies. JCP will
connue to provide women with possibilies by hosng
a clothing drive the rst Friday of every month to support
this noble cause.
Why this works:
Interacve banner ads and online TV ads show JCP products to
increase online trac
Our cause markeng partner aligns with our possibiliesmessage and helps show that JCP is a modern company that
gives back
Why this works:
Out-of-home taccs work because creave placement
increases brand recall, shows that the brand is modern, and
generates buzz
Online TV
Online video services, such as Hulu.com, feature our commercials on TV
shows that are popular among the target market like Modern Family, The
Good Wife, and Greys Anatomy.
Pandora Internet Radio
Ads appear on Pandora
Internet Radio that
guide users to select one
of our JCPossibilesRadio Staons. Whether
they tune into JCParty
Time Hits, JCProfessional
Beats, or JCPeaceful
Melodies, users can
listen to select arsts
without missing the beat
of a great deal!
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21Capitol Advertising20 Capitol Advertising
Why this works:
Associates JCP with a popular show that epitomizes the target
markets modern lifestyles
Product placement keeps JCP top-of-mind Modern Family iPhone applicaon incorporates JCP mobile ads
to expand target market reach
Modern FamilyJCPossibilies features an excing entertainment partnership with ABCs hit show Modern Family. The show explores the dierent possibiliespresent in the lives of modern day families and highlights the idea of todays new normal. The collaboraon emphasizes JCPs image as a modern
retailer through product placement in episodes, interacve online ads, banner ads on abc.com, and Modern Family iPhone applicaon.
Interacve online ads on Hulu and ABC.com engage
the target market by allowing them to vote on the
ouit they want their favorite character to wear in an
upcoming episode.
Women can purchase a
characters look at jcp.com.
Interactive Print AdsThe double sided ads display a black & white image on one side and the
same image in color on the other. When the user scans the JCPossibilies smartphone app over the black & white ad, the image comes to life. The user
can select to see the item in other color opons, and purchase directly on the
app. These ads emphasize the product possibilies available at JCP.
(Interest)Price Level AdsAds highlighng specic JCP products remind the target market that
JCP has the items to suit any modern lifestyle at great prices that
women are inclined to share with others.
Why this works:
Price level ads allow bargain hunters to nd great deals on the
items they need
New technology allows women to interact directly with theJCP brand, as 53% of the target market uses smartphones
JCPhilosophy:
Shows women
that JCP has all
the products
to put them
at peace. Ad
is featured on
tness websites,
such as Self.com.
JCPower heels:
Shows the selecon and
aordability of JCP products
that complement the career
possibilies of modern womens
lifestyles. This iPad ad is featured
in womens magazines, such as
InStyle. All iPad ads have icons
that link user directly to JCP
Facebook Store, JCP Twier, and
jcp.com, which expand reach and
generate engagement.
JCPurple: Shows that JCP has all the
products they need for their next vacaon.
Ad is featured in travel magazines such as,
Travel and Leisure
Print ads are featured in entertainment
magazines such as People to further drive
JCPs partnership with the show.
(A i ) JCPoints
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23Capitol Advertising22 Capitol Advertising
JCPossibilies Vending MachineEverything you need in a JCPinch
JCPossibilies VendingMachines, located in major
airports, commuter rail staons,
and high-trac downtown areas,
oer busy women a convenient
and aordable way to sasfy their
needs on-the-go.
Product Oerings Include: Tank tops,
socks, pantyhose, sunglasses, jewelry,
baby products, ats, and candies from
Sweet Picks by Dylan.
JCPop-Up Showroom
JCPop-Up Showrooms simulate
the experience portrayed in our
commercials. Visitors interact
with various JCPossibiliesinshowrooms using iPads to project
desired JCP furniture and decor onto
an all-white display room. Women
can then make purchases at theshowroom with complementary
shipping. Showrooms are temporarily
available in popular sites in major
cies, like Times Square in NYC.
JCPick-Me-Up-Truck
JCPick-Me-Up-Trucks
bring ouit staples,
accessories, and
JCPossibilies t-shirts to women
across the country.
Women can instantly
purchase from jcp.com
using on-site iPads. The
trucks locaons can be
tracked using Twier
and Facebook Places.
Why these work:
Taccs increase reach, introduce modern brand image, and
are strategically located to increase sales
(Action)Through guerrilla markeng, we target cies with the highest concentraons of our target market to
foster engagement with JCP. By aligning digital resources with the shopping experience, we present
JCP as a modern and innovave retailer.
Guerrilla Marketing
JCPoints
Why this works:
JCPoints Cards increase shopping frequency and
consequently spending
JCPoints Cards incenves, such as personalized email
promoons, daily deals, and discounted shipping,encourage women to shop and draw in new customers to
the store
Increases:
Overall membership by 20%
In-store trips from 5.2 to 6.9 trips per year
Online purchases from 1.7 to 2.3 purchases per year
Gold Level (achieved aer 500 points) Exclusive oers
$5 Flat Rate Shipping
Planum Level (achieved aer 1,000 points) Exclusive oers
Special gi from seasonal partner
$5 Flat Rate Shipping
Diamond Level (achieved aer 1,500 points) Exclusive oers
Special gi from seasonal partner
Free Shipping
A higher level means even more rewards:
JCP RESEARCH FINDINGS:
Nearly half of JCPromoters have a rewards card
75% of our survey respondents said they would be very likely to sign up
for a rewards card program if they received a discount on their birthday
Our target markets life possibilies create the need for aordable goods. JCPoints cards not only provide g reat deals, but also increase brand loyalty and
strengthen the customers relaonship with JCP. We update the Rewards Program by oering benets that are aligned with womens modern lifestyles.
JCPoints Members Receive:
Points: 1 point for every dollar you spend in-store and online.
Discounts:
Personalized JCPromoonal Emails: Based on brand, lifestyle,
and department preferences. Include access to daily deals
and aer-hours sales which capitalize on the recent trend of
group buying combined with ash sales.
An addional 10% o for friend referrals who make a
purchase
An addional 20% o on their birthday
W b it E i S i l M di
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25Capitol Advertising24 Capitol Advertising
Website ExperienceJCPossibilies Design Portal
2-in-1 planner for wardrobe and
home decorang, where users
build an ideal closet or room
using JCP Products, promong
cross-shopping .
The Portal allows users to:
Save preferences
Share with Facebook friends
View exclusive JCP designer
portals
Style Guides and How-Tos
Lifestyle-oriented video tutorials
that give unique advice and
showcase product possibilies
on a personal level (e.g. How to
dress for a job interview, How
to furnish a nursery.)
Icons
1) Registry & Gi Finder
2) Daily Deals
Tabs
Drop down menus reveal the
most inving areas of jcp.com.
Customers click outside the tab
to return to their Design Portal
Why no Microsite?
Instead of creang a microsite,we integrate the JCPossibilies page with jcp.com. Research
shows that microsites are merely
a passing trend that drain
resources.
Drag your
selecon out
of the window
and into your
wardrobe
Click on
Shop JCP
tab
Re-click on
Shop JCP tab
to connue
shopping where
you le o
Navigate to
your secon of
choice within
the JCP store
JCPass-It-On
Users get their friends to
purchase an item through a
personalized link and receive a
discount on a future purchase.
This allows our JCPotenals
and JCParals to become
JCPromoters.
Twier
#JCPossibilies tracksbuzz and allows us to track
campaign eecveness.
Foursquare
Oers JCP deals based on
users current locaon, taking
away market share from
nearby competors and
increasing JCPs sales.
Why this works:
Social media outlets allow JCPromoters to share our campaign
message with others JCPs social media presence enhances brand percepon and
builds brand equity
We strategically use social media to get our target market to interact and share our message with friends, ulmately leading them to make purchases.
Social MediaJCPrepared
Come Rain or Shine
The modern JCP woman
is prepared for any and all
weather occurrences. This
Facebook applicaon suggests
ouit possibilies based on the
local weather to keep women
from pung on the wrong
shoes.
Our enre media plan comes together at jcp.com. We revamp jcp.com with a modern, clean aesthec to increase online shopping. Introducing the
JCPossibilies Design Portal, we engage customers and help them idenfy product possibilies that sasfy their unmet needs.
Check-in Get Stu
Check-in on Foursquare at
select locaons to receive
JCP promoonal items and
gi from JCPossibilies
Vending Machines, JCPick-
Me-Up Trucks, and JCPop-
Up Showrooms.
Anna checks her Facebook
and receives ouit
suggesons from the
JCPrepared Facebook app.
She tweets Finally, I get to
wear the dress I bought last
week! #JCPossibilies Ifeel so JCPrey today!
On her way to work, she
passes the JCP interacve
bus stop and checks in on
Foursquare to receive a
JCPromoonal t-shirt.
A discount from the JCP store
a few blocks away pops onto
the screen.
She spends her lunch hour
shopping on jcp.com and uses
the JCPass-It-On applicaon.
She recommends a sweater
to her friends and receives a
discount on her next purchase.
add to bag
jcpass it on!
See how Anna interacts with JCPossibilies :
I St R d tiP t hi
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27Capitol Advertising26 Capitol Advertising
In-Store RecommendationsPartnerships
Rotational PartnershipsLimited me collaboraons generate excitement, garner PR in fashion magazines, and take market share away from competors by connuously
aracng customers with designer brands at aordable prices. Collaboraon includes apparel, shoes, and home goods made exclusively for JCP.
Spring:
Classic American brand popular with target market
Kate Spade benets from increased brand exposure
Fall:
Internaonal brand known for elegant plus-size clothing
Marina Rinaldi benets from JCPs diverse customer base
Long-Term PartnershipsStore-within-store partnerships improve JCPs brand percepon by enhancing current product oerings and reminding shoppers of JCPs endless
possibilies, helping JCP move from dated to modern. These brands bring customers back and increase customer loyalty.
1. UNIQLO
Global fast-fashion brand known for aordable,
quality basics
Interest in US expansion through department store
partnership
UNIQLO benets from access to the US retail market
2. Paper Source
Premier American paperie and retail store
Oers unique selecon of paper gis and
staonery
Paper Source benets from elevated
exposure in the JCPresents secon
3. Sweet Picks by Dylan
Exclusive JCP line of sweets by Dylans
Candy Bar
Dylan's Candy Bar benets from placement
in JCPresents and In-a-JCPinch secons
Five Year PlanJCPossibilies is aexibleand sustainablecampaign that will generate connued impact over the next ve years.
2012 - 2013 2013 - 2014 2014 - 2015 2015 - 2016 2016 - 2017
JCPersonality Closets
Secon of store
dedicated to items
inspired by the
personalies of
characters from
Modern Family Strengthens
entertainment
partnership with
"Modern Family"
JCPresents
A special mini-bouque
where shoppers can
nd popular gis and
receive Paper Source
gi-wrapping services
Benets the 44% of
target market who
already shop at JCP for
gis
Style in a JCPinch!
Assorted accessories
located near check-out
counters
Encourages cross-
shopping and impulse
purchases; 42% of
survey respondents
reported buying their last
accessory on impulse
JCPaper Shopping Bag
Simple, modern shopping
bags display the message
of our campaign
Makes customers proud
to walk out with the bag,
allowing women to carry
the JCPossibilies message beyond the store
Inial rollout of
Capitol Adversings
JCPossibilies campaign
Rotaonal JCPartners:
Kate Spade, Marina
Rinaldi
Expand JCPossbilies
Campaign promoons and
events to addional cies in the
U.S.
Expand mobile adversing with
use of augmented reality
Rotaonal JCPartners: RachelRoy, Lyn Devon
Expand JCPossibilies campaign
to target consumers in younger
demographic, specically
women 18-24
Develop unique branded
entertainment with Nelix and
Hulu Rotaonal JCPartners: Narcisso
Rodriguez, Jason Wu
Expand JCPossibilies campaign
to target consumers in older
demographic, specically
women 35-44
Rotaonal JCPartners:
Moschino, Donna Karan
Increase long-term partnerships
that reect JCPs updated image
Rotaonal JCPartner: Alaa
Smartphone App
In-store shoppers can
scan clothing tags to
access customer reviews
and related items for
each product.
Our research shows that women like to shop at stores that are cluer free, spacious, and easy to navigate. We aract shoppers with an easy and
convenient shopping experience that use modern shopping tools to showcase product possibilies at JCP. We change the percepon of JCP from dated to
a modern and fun place to shop.
C i R ll t A t bilit
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29Capitol Advertising28 Capitol Advertising
Campaign RolloutJCPossibiliesreaches the target market through naonwide paid, earned, owned, and im agined media. Larger
porons of the budget go toward the nine states with the highest concentraon of women in the target market
to strengthen reach and foster an echo eect throughout the country. Targeted cies within the nine states are:
Atlanta, Chicago, Columbus, Dallas, Detroit, Houston, Jacksonville, Los Angeles, Miami, New York City, Philadelphia,
San Antonio, San Diego, and San Francisco.
AccountabilityJCPossibilities
Metrics:
We measure campaign eecveness through: New JCP customers
Retenon of current JCP customers
Increased shopping of current JCP customers
Increased membership in JCPoints
Trac to jcp.com
Social media interacon
Parcipaon in contests and events
Awareness of new JCP logo
Change in brand percepon from dated to modern
Replicaon of benchmark survey designed by Capitol
Adversing
JCPossibilies reaches 20,300,000 women ages 25-34 with a budget of $100 million
23,454,061,028Total gross impressions
224 Gross impressions per dollar spent
Women 25-34 with
a posive and unique message
Aracts
Women 25-34 that JCP has
quality products at aordable
prices that compliment their
modern life possibilies
Reminds
The percepon of JCP from a
dated brand to one that is mod-
ern and fun
Changes
450,000JCPoints Membership
2,500,000 Facebook fans
50,000 Twier followers
5,500,000 Website visitors
3,500,000 YouTube views
Women 25-34 to
purchase items at JCP
in-store and online
Encourages
TOTAL INCREASE IN SALES (IN-STORE & ONLINE):
$110,767,459
You asked us to retain female
customers ages 25-34 and we did.
We retain 2.85M JCP customers We acquire 830,000 new JCP
customers
Online:
Average online orders from
1.7 to 2.55 per year
Results = Increases online
sales by $60,162,900
In-store:
Average shopping trips from
3.3 to 3.43 trips per year
Results = Increases in-store
sales by $50,604,559
You asked us to increase shopping frequency and grow share of
wallet among current female customers ages 25-34 and we did.You asked us to acquire female
customers ages 25-34 and we did.
A diB d t & M di Fl Ch t
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31Capitol Advertising30 Capitol Advertising
AppendixSelect Survey FindingsBelow is a sample of survey ndings that helped uncover our key
research insights and target segments. Parcipants were not only
screened before parcipang, but were also directed to specic
quesons based on shopping frequency per year, whether they
shopped at JCP or not, and use of JCP rewards card.
85% of respondents said that a store carrying a new brand would be
most inuenal in increasing visits to a store they occasionally shop at.
74% of respondents chose New life transions as a trigger to get
them into buying mode.
Women ranked receiving rewards points from online purchases and the
ability to preview their items (through augmented reality) as the top
reason for shopping more for apparel online.
In one year from now, respondents said they would want a full
wardrobe of the latest styles of their choice and an apartment or house
furnished in their own style.
When asked what they shop for most at JCP, 44% of women said they
shop for gis the most.
75% of respondents said they would be very likely to sign up for a
rewards card program if they received a discount on their birthday.
When asked about the most important aspect of their lives, 86% of
respondents ranked both family and career.
BOLDMOVEOF THEWEEK: J.C.PENNEYPUTS ALOT ON THELINE ASIT MOVESITS ENTIREPRODUCTCATALOG TOFACEBOOK.PBT
Consulng.PBTConsulng,29 Dec. 2010.Web. 24 Jan.2011. .
Brohan, Mark.J.C.Penney PlansMoreSocial andMobileMarkeng.E-Retailers.Internet Retailer, 30 June2010. Web.26 Jan.
2011..
CahnersHindman, Nathaniel.The11 CiesWhereWomen Out-EarnMenBy TheBiggest Margin.HUFFPOSTBUSINESS.
HungtonPost, 2 Sept.2010. Web.4 Feb. 2011..
Campanelli, Melissa.6 OnlineRetailTrends.RetailOnlineIntegraon.North AmericanPublishing Company(NAPCO),6 July2010.
Web.11 Jan.2011. .
Email, SearchDrive Most OnlineRetailTrac. Informaonweek-Online 29 Dec.2010: ABI/INFORMGlobal, ProQuest.Web. 28Mar.2011.
Hearst MagazinesandJ. C.Penney Company,Inc.Partner toLaunchGiing Graceand CLAD.MediaRoom.JCPenney Media
Room.JCPenney, 11 Nov.2010. Web.17 Jan.2011. .
JCPenneyRanksTopsin Customer Servicefor ThirdConsecuveYear.Nasdaq.N.p., 12 Jan.2011. Web.13 Jan.2011. .
Klein, Karen.What CompaniesGet Wrong WhenMarkeng toMinories.Bloomberg Businessweek.Bloomberg, 14 Dec.2010.
Web.5 Jan.2011. .
Lemonnier, Jonathan.CustomersMost SasedWith OnlineRetail.AdAge Digital.AdAge, 22 Feb.2008. Web.10 Jan.2011.
.
Marnezde AlbnizMargalef,Victor.Fast FashionRetailStrategyFlying OtheRacks.IESE Insight -Business KnowledgePortal.
IESEInsight, 2009.Web. 1 Feb.2011. .
MarylouisDionne, et al.TAX BRIEFS.Journalof Accountancy171.2 (1991): 18-19.Business SourcePremier.EBSCO. Web.28 Mar.
2011.
Miley, Marissa, andAnn Mack.The New FemaleConsumer: TheRise ofthe RealMom.Ad AgeInsights.White Papers,16 Nov.
2009.Web. 13 Jan.2011. .
Mooney, Kelly.MythsAbout OnlineRetailMarkeng.DigitalNext.Ad AgeDigital.Ad Age,17 Feb.2009.Web. 12 Feb.2011.
.
OnlineRetailIndustryProle: UnitedStates.OnlineRetailIndustry Prole: UnitedStates(2010 ): 1.BusinessSourcePremier.
EBSCO.Web. 28 Mar.2011.
PricewaterhouseCoopers,Kantar Retail.The New Consumer Behavior Paradigm: Permanent or Fleeng?Reading Room.WPP
Reading Room.PricewaterhouseCoopers, 2010. Web.3 Jan.2011. .
Radwanick, Sarah.U.S. DigitalYear inReview 2010.comScore(20 11): n.pag.Web. 2 Feb.2011. .
Schultz, E.J.AsSingleBecomes New Norm,How toMarket Without Sgma.Adversing EducaonalFoundaon.Crain
Communicaons, 11 Oct.2010. Web.9 Jan. 2011..
Sources
Budget & Media Flow Chart
PAID
2012-2013 6 1 3 20 2 7 5 1 2 19 2 6 2 9 1 6 23 3 0 7 1 4 21 2 8 4 1 1 18 2 5 2 9 1 6 23 3 0 6 1 3 20 2 7 3 1 0 17 2 4 1 8 1 5 22 2 9 5 1 2 19 2 6 3 1 0 17 2 4 3 1 7 1 4 2 1 28 4 Cost ($) Total Gross Impressions GrossImpressions/1$ Spent
TELEVISION: T O TA L $ 3 6, 0 80 , 00 0 4 4 4, 0 90 , 00 0 4.81
Cable & Broadcast $13,360,000
Tivo & Direct TV $1,440,000
Special Events: Academy Awards, Emmy Awards, Grammy Awards $21,580,000
Music Royales $100,000
RADIO: T O TA L $ 1 7, 6 80 1 , 00 7 ,9 7 1, 5 08 8.02
AM/FM $5,200
Satellite $7,280
Online Streaming (Pandora) $5,200
MAGAZINE: T O TA L $ 2 ,6 9 6, 0 00 1 3 4, 2 44 , 00 0 1.34
Print $896,000
E-Reader & Tablet $1,800,000
OUT-OF-HOME: T O TA L $ 7 ,2 1 8, 8 40 2 , 11 5 ,3 6 0, 0 00 21.85
Billboards $6,000,000
Transit $168,000
Boarding Passes $700,560
Baggage Claim $350,280
ONLINE: T O TA L $ 6 ,3 7 5, 0 00 1 , 84 3 ,9 9 0, 5 00 18.44
Twier: Promoted Tweets $1,200,00
YouTube: Home Page Takeover $2,625,000
Interacve Banners $1,275,000
Video Banners: Hulu, YouTube $1,800,000
BRANDED ENTERTAINMENT (ABCs MODERN FAMILY) $6,000,000
PRODUCT PLACEMENT $6,000,000
CINEMA $4,500,000
COFFEE CUPS $3,000,000
ITUNES: JCPODCASTS $0
TOTAL PAI D TO TAL $91, 687, 520 5, 649, 144,623 55.22
JCPAPER SHOPPING BAGS $1,000,000
EMAIL PROMOTIONS $6,000
JCPOSSIBILITIES REWARDS PROGRAM $0
WEBSITE: T OT AL $ 0 3 ,0 56 ,2 54 ,5 00 30.52
jcp.com Redesign $0
Style Guides & How-Tos $0
MOBILE: T O TA L $ 2 ,2 0 0 1 , 86 1 ,7 4 0, 0 00 2.75
App Update $0
jcp.mobi Update $0
SMS/Text Promoons $600
TOTAL O WN ED TO TAL $1, 006, 600 6, 332, 000,000 47.21
JCPOSSIBILITIES LAUNCH EVENT T OT AL $ 5, 00 0 2 7, 76 4, 00 0 .27
JCPut Me On The Red Carpet Oscars Compeon $5,000
JCPossibilies T-Shirts $0
JCPS Digital Stylist: Tim Gunn $0
110th BIRTHDAY CELEBRATION: ENDLESS POSSIBILITIES $0
CAUSE MARKETING: DRESS FOR SUCCESS $0
SOCIAL MEDIA: T OT AL $ 0 8 ,9 23 ,6 12 ,4 05 86.88
The JCP Facebook Store: JCPossibilies Design Portal $0
JCPassport Facebook Applicaon $0
JCP Weather Wear Facebook Applicaon $0
Twier: #JCPossibilies $0
Foursquare $0
Check In -> Get Stuf Foursquare Extension $0
JCPass-It-On Link Sharing $0
TOTAL TO TAL E AR N ED $5, 000 9, 089, 306,405 99.26
3D PROJECTION FASHION SHOW $2,100,000
INTERACTIVE BUS STOPS $1,624,000
JCPossibilies Vending Machines $560,000
JCPick-Me-Up Trucks $675,000
JCPop-Up Showrooms $252,000
JCPARKING LOT $504,000
JCPOSSIBILITIES ESCALATOR HANDRAILS $504,000
TOTAL TO TAL I M AGIN E D $6, 219, 000 2, 383, 610,000 21.64
CONTINGENCY $1,081,880
TOTAL BUDGET T O TA L B U D GE T $ 1 00 , 00 0 ,0 0 0 2 3 ,4 5 4, 0 61 , 02 8 2 2 4
2012 2013
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
OWNED
EARNED
IMAGINED
Wh Capitol Ad ertising?
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32 Capitol Advertising
Why Capitol Advertising?
We are not your average, run-of-the-mill team. We are a select group of individuals from disnctly
dierent backgrounds who have come together to bring this campaign to life.
From Brazil to Sweden, Nigeria to Japan, our team represents ten dierent countries across ve
connents. We are by no means afraid of stepping out of our comfort zones to oer diverse
perspecves on meeng the challenge. Each one of us has brought a unique skill set to our team.
Though we are diverse, we have two common threads. We are adversing (and shopping!) fanacs, and
we have poured our hearts and souls into creang this campaign. Our group is fun and quirky, made up
of social media mavens, Adobe ninjas, research gurus, and even a JCParty animal or two.
With Capitol Adversing, you not only partner with a team invested in your success, but also receive a
unied campaign that is both creave and strategic.
We strongly believe that now is the me to build a crucial relaonship with the target market. By
reposioning JCP as a modern and aracve retailer we make JCP relevant to womens lives, while
staying true to the soul of your company. The beauty of our campaign is that it is simple and extendable.
Capitol Adversing and JCP...
Oh, the JCPossibilities...
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34 Capitol Advertising