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CONTENT 1 Table of Contents 2 Executive Summary 3 SWOT 4 5 6 7 8 9 10 11

MARKETING Competition + Trends Research Methods Target Market Overview Target Market Segmentation Barriers Life Stages Marketing Recap Objectives of Campaign

12 14 15 16 17 18 19 20 22 23 24 26 27 28 29 30 32

CREATIVE Campaign Introduction Campaign Strategy Media Strategy Preface Internet Exposition Commercial Story Line Advertisements Rising Action Charitable Events Climax Media Web+Stats Media map Resolution Budget Further recommendations Meet the team

1


EXECUTIVE SUMMARY

O

nce upon a time, there was a group of women who wanted more out of their shopping experience. They searched far and wide for the most stylish fashions, the most affordable getups, and the allinclusive experience they so desperately desired. Dreams of finally getting that promotion at work and fantasies of extravagant dates with the perfect man seemed only attainable with the help of something extraordinary. Something fantastic. Not too elegant, but the quintessential mixture of sexy and classy. They knew how the plot should play out; they just had to find the right style to the right story‌

This story isn’t fiction. Department stores have the challenge of constantly having to keep up with the trends of tomorrow through the messages of today. To say that consumer preferences are being reshaped and refined at a pace unparalleled by past generations would be an understatement. Women purchase fashion items not just for their usability, but even more so for the memories that will be engrained within the very fabric of the design. Interpreting analyses and providing recommendations for the future is where Studio320 comes in. We understood this market was chock-full with increasingly demanding consumers. JCPenney finds itself in a constricting industry strained by competitive retail forces. However, behind the ugly cover of industry burdens lies an unassuming opportunity. JCPenney has the chance to peel back the pages of the female consumer and establish a strong interactive connection. Thus, Studio320 has constructed a campaign structure that will entice new customers, strengthen the relationships of current customers, and inspire females 25-34 years old to become entangled in the JCPenney story. In the pages to come, we will delve into the minds of female consumers 25-34 years old. We will understand how females view the products they purchase. We will illustrate a campaign that emphasizes emotional value and lays the foundation for a strong consumer-brand relationship.

Once upon a time, there was a group of women who wanted more out of their shopping experience; they just had to find the right style to the right story‌

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SWOT ANALYSIS The first step Studio320 took in developing a  comprehensive campaign was determining the  strengths, weaknesses, opportunities, and the  threats associated with JCPenney. 

OPPORTUNITIES • Growth of mobile and Internet shopping over the past several years • JCPenney Sephora’s allow for higher sales and crossshopping purchases

THREATS

• Females 25-34 years old account for 16.2% of industry sales but only 10.6% of JCPenney sales

• Economic factors encourage consumers to shop at discount retail stores • Evolving fashion market creates high product line turnover • Competitive pressure requires fashion-forward perspective

STRENGTHS • Nation’s largest catalog merchant • JCPenney Rewards card on average results in 1.9 more visits to the store • Does business with half of American households each year

WEAKNESSES • Limited to department store status with a small operating margin • Perceived as out-of-date and suited towards an older demographic • Heavily dependent on private labels

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COMPETITION Department stores and mass discounters constantly vie for consumer’s attention by way of trendy brands and innovative fashions. Creating enticing designs is the goal for all market players, with each focusing on coupling high brand value with affordable pricing. JCPenney is no exception to this overall theme, as they push to beat out the industry leaders, Kohl’s and Macy’s. Studio320 focused attention on analyzing brand recognition and marketing strategies amongst the top performing and most recognizable department stores. After understanding the successes and failures of the competition, we developed an integrated marketing communications campaign that can be presented to a consumer market with dynamic attitudes and preferences. There are two primary business categories with distinct marketing initiatives directly competing with JCPenney: Department Stores and Mass Discounters.

DEPARTMENT STORES Kohl’s Provide private brand name offerings across all product lines

Macy’s Influence consumer awareness through sales promotions and signature events

Sears Push for integrated usage of online marketing

MASS DISCOUNTERS Target Focus on store renovations to craft an upscale consumer perspective

Walmart Highlight one-stop shopping convenience with wide product selection

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TRENDS The fashion and apparel industry is constantly evolving, which is why JCPenney must keep current with the trends of today and tomorrow. Studio 320 has identified significant industry trends in order to integrate strategized marketing tactics within our campaign.

+ Positive Trends • Increased internet, mobile and smart phone usage stimulates strong customer interaction • Women account for approximately 60% of all online shoppers • Women increasingly account for the majority of household shopping decisions • Department store partnerships increase store traffic and interest

- Negative Trends • Disconnect between female market and brand marketing efforts • Department store sales are decreasing in relation to total consumer spending • Movement toward providing one-stop shopping destinations • Social media efforts increasingly limit control over brand message


RESEARCH METHODS Accessing the market of 25-34 year old females ensures JCPenney a stronger presence among department stores. Applying effective research methods, Studio320 was able to gain the insights and unique perspectives resonating in this demographic. Ultimately, over 1,000 female 25-34 year olds were evaluated through surveys, focus groups, observational data, campaign feedback, and expert interviews.

63

Points of Campaign Feedback

662

Total Surveys

3

Expert Interviews

52

Hours of Observational Data, 314 Shopping Records

106

Campaign Evaluations

5


TARGET MARKET Known for their optimistic attitude, self-confiÂŹdence, ever-changing fashion styles, and lack of brand loyalty, the market of females aged 25-34 is a mix of professionals and socialites. These women commonly search online for entertainment and online videos. They spend 30 minutes per visit on social networking sites and enjoy reading blogs and playing online games. The goal is to help these female shoppers find the women they want to be with the help of JCPenney. Overall, women hold a significant amount of purchasing power as they account for: 85% of consumer purchases 85% of purchasing decisions 60% of personal wealth in the U.S. 58% of total spending online 50% of male products purchases $7 trillion in consumer and business spending

$7

trillion

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Sources: Studio320 Survey; Nielsen, GirlPower Marketing, Forrester Research,


PRIMARY MARKET SINGLE DRIVERS

FAMILY BUYERS SINGLE OR MARRIED MOTHERS

TERTIARY MARKET OPINION LEADERS BLOGGERS/ONLINE INFLUENCERS

Facts about women 25-34

Defining feature

Target Market

SINGLE WOMEN WITH NO CHILDREN

SECONDARY MARKET

Defining Feature: Highly motivated individuals focused on their job and currently pursuing their desired career path. Almost all purchases by Single Drivers are made for themselves.

52%

of 25-34 yearolds are single

400

minutes spent per day online

Metropolitan residents

Concentrate time and effort on their children. Family Buyers make purchases based on the family as a whole rather than only themselves..

56%

These men and women are an incredibly influential group who reside online. Opinion Leaders desire the newest fashion and want to be the first to dish on new styles.

67%

like family oriented advertising

shop online for clothing/ jewelry/personal products

51%

64%

of women online are moms

74%

bring their children shopping with them

trust bloggers they know

25%

trust blog posts be independent bloggers

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BARRIERS Women within the 25-34 age segment are a difficult market to target due to their heterogeneity and ranging lifestyles. These three major challenges were taken into consideration while creating a targeted and effective campaign.

CHANGING TRENDS

Rewards cards, or customer loyalty cards, are a staple among most retailers. Since many consumers can carry upwards of ten loyalty cards, subscriptions to a rewards program are an insignificant gauge of brand loyalty. While consumers have preferences for where they shop, it can be hard for retailers to maintain their attention and rely on loyal purchasers. For this reason, an overall lack of brand loyalty across the department store industry creates a challenge in establishing a strong customer relationship.

Keeping up with what is current and knowing what the next big fashion will be is a challenge for all brands and retailers. This age group is especially difficult to cater to because they have adapting lifestyles with various interests.

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BRAND COMMITMENT

95% do not have a rewards card for JCPenney

EXPERIENCE EXPECTATIONS Women in our target market view shopping as an experience and look for specific qualities to provide an exciting outing, with the ideal shopping experience being:

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JCPenney has brands that appeal to conservative, traditional, modern, and trendy lifestyles.

“A nice atmosphere where you feel your money is well spent; clean, beautiful, and good music” Factors contributing to this insufficient experience include an overwhelming in-store product selection and a lack of brand personality within the stores.

Only 16% find what they are looking for at JCPenney


LIFE STAGES It can be argued that there is rarely an age range in which so much variability and major life stages occur. The impact of these life stages are incredibly significant when it comes to what women shop for, how often they shop, and their preferences for style, quality, and price. Most of the women in the 25-34 year old age range will experience at least one of these life stages.

STARTING/FINISHING GRADUATE SCHOOL A major step towards independence and the realization of career goals.

BUYING FIRST HOUSE Wealth is substantially increased during this stage, as are consumption needs and wants.

FULL TIME JOB A newfound sense of life stability, culmination of scholastic achievement, and the steady fulfillment of career goals are trademarks of this stage.

GETTING MARRIED This is a pivotal point in which a dramatic change in habits and needs take place. Career goals are reoriented to fit the goals of marriage and combined incomes alter the desired price points for clothing.

STARTING A RELATIONSHIP Independence takes a back seat to the relationship. Loyalty towards brands and stores is tested.

STARTING A FAMILY At this stage, women are no longer only shopping for themselves and their spouse, but for their children as well. Consequently, a complete shift in preferred brand and style may occur. SUB-STAGE: PREGNANCY Clothing options are entire-

ly altered and loyalty to previous retailers is challenged by the entrance of a new consideration factor: a baby.

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MARKETING RECAP Studio320 found that women 25-34 years old are characterized by their passion for online and in-store shopping. Perceptions and loyalties are constantly changing, as this age range is a time of volatility due to the occurrence of pivotal life stages. By focusing on building relationships with consumers and understanding their needs, retailers can more accurately adapt to consumers’ changing lifestyles. As an overview of our research findings, Women ages 25 to 34 can be summated in the following manner: CHANGING LIFE STAGES Within this age span lies some of the most important and memorable moments in a woman’s life. Retailers should focus on creating marketing efforts for targeting women in specific life stages, as each stage signifies a change in behavior and attitude.

LIVING DIGITALLY Social media and mobile access are highlights for this age group. Efficiently utilizing interactive media will not only attract a female audience, it will provide unique customer engagement.

DEMANDING SHOPPERS Observational data shows that women go to great lengths to find the best deals and spend significant time in-store making purchase decisions. Women are not only particular about the product, but also the shopping experience as a whole.

TOUCHING THE HEART Women naturally tend to respond more positively to emotionally infused messages. They value context and the personal value of a product or brand. They connect with sentimental advertising that is relatable and personalized.

The culmination of our research shows that women need to be approached through their emotions and their life stage. Feelings and sentiments should be accessed appropriately via targeted and relatable messaging.

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OBJECTIVES Understanding where JCPenney currently stands in the minds of consumers is a necessary step towards creating an effective message and a method for perceptual remapping.

A marketing campaign is more than just an investment; it is an idea with which to strive for longevity in a competitive market.

STYLE

STYLE

Attempting to influence brand perception is no easy feat, but with a powerful campaign that focuses on consumers wants and needs, brands can be perceptually remapped. Quality, style, and price are the most important factors for our target market when it comes to deciding which retailer to shop at and we specifically set the goal to exceed Kohl’s on each of the three factors through a targeted marketing plan.

QUALITY/PRICE QUALITY/PRICE

RETURN ON IDEA Most of the above factors are directly related to the relationship built between the brand and the customer. Creating long lasting and personalized relationships will have the greatest positive impact on ROI.

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girls night out. I knew that I had to get an outfit to fit the scene or I would stick out like a sore thumb. To hat tonight would be a girls night out. I knew that I had to get an outfit to fit the scene or I wo all started when I woke up this morning. Me and a few of my girlfriends had decided last night that l started when I woke up this morning. Me and a few of my girlfriends had decided last night that tonight would be a girls night out. I knew that smay, my closet was filled with old styles and my work clothes. Picking up a cute dress would be so time consu ick out like a sore thumb. To my dismay, my closet was filled with old styles and my work clothes night would be a girls night out. I knew that I had to get an outfit to fit the scene or I would stick ou get an outfit to fit the scene or I would stick out like a sore thumb. To my dismay, my closet was filled with old styles and my work clothes. Picking d my day was already going to be busy. I rushed into work, dressed head to toe in the most professional outfit i cking up a cute dress would be so time consuming, and my day was already going to be busy. I rush e a sore thumb. To my dismay, my closet was filled with old styles and my work clothes. Picking up a e dress would be so time consuming, and my day was already going to be busy. I rushed into work, dressed head to toe in the most professional uld find. It was time to present my findings to the president. It wasn't long after my presentation that the thoug nto work, dressed head to toe in the most professional outfit i could find. It was time to present te dress would be so time consuming, and my day was already going to be busy. I rushed into work, uld find. It was time to present my findings to the president. It wasn't long after my presentation that the thoughts of dress shopping came back i dress shopping came back into mind. i grabbed my purse and headed out. After what seemed like an eternity, I fina ndings to the president. It wasn't long after my presentation that the thoughts of dress shopping essed head to toe in the most professional outfit i could find. It was time to present my findings to th d. i grabbed my purse and headed out. After what seemed like an eternity, I finally stumbled upon the perfect dress. It was black, with bits of shad umbled upon the perfect dress. It was black, with bits of shaded glitter at the bottom. I couldn't wait for tonig ame back into mind. i grabbed my purse and headed out. After what seemed like an eternity, I finall esident. It wasn't long after my presentation that the thoughts of dress shopping came back into mind er at the bottom. I couldn't wait for tonight. Julie knew the exact outfit she would wear on her birthday: her new black shirt and yellow scarf. She lie knew the exact outfit she would wear on her birthday: her new black shirt and yellow scarf. She had just had umbled upon the perfect dress. It was black, with bits of shaded glitter at the bottom. I couldn't abbed my purse and headed out. After what seemed like an eternity, I finally stumbled upon the perf had her wedding only a few weeks ago and it reminded her of the colors from her wedding. Every time she looks at this outfit, she remembers t edding only a few weeks ago and it reminded her of the colors from her wedding. Every time she looks at this outfit ait for tonight. Julie knew the exact outfit she would wear on her birthday: her new black shirt a ess. It was black, with bits of shaded glitter at the bottom. I couldn't wait for tonight. Julie knew the cing, the people and the music on her wedding day. Every Style Tells a Story. This is Julie’s favorite shirt. It’s her style for casual dinners with friends, e remembers the dancing, the people and the music on her wedding day. Every Style Tells a Story. This is Julie’s fa llow scarf. She had just had her wedding only a few weeks ago and it reminded her of the colors act outfit she would wear on her birthday: her new black shirt and yellow scarf. She had just had her

Every Every Stylestyle Tells Atells Storya story


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Previous Chapter The “New Look, New Day, Who knew?” campaign invited customers to explore a new JCPenney with updated brands, styles, and higher value fashion merchandise. Demonstrating versatility to customer preference, JCPenney boldly proclaimed a new stage in their brand image. This new brand positioning fashions the opportunity to create long term customer relationships with the 25-34 years old female market and establish a strong, positive connection with the JCPenney brand. The new JCPenney can now demonstrate a more sophisticated understanding of women and reveal how their products and services seamlessly integrate into their lives.

Next Chapter: Every Style Tells a Story JCPenney doesn’t just sell clothes or accessories, jewelry or footwear, cosmetics or home fashions. JCPenney sells experiences, memories, stories. In pursuit to market to both the minds and hearts of females 25-34 years old, the “Every Style Tells a Story” campaign establishes a unique relationship centered on the experience of the brand. It builds on the idea that your closet isn’t filled with clothes, it’s filled with stories. Every style JCPenney offers, regardless of the product category, tells a story from the process of its design to the memories it will hold for the consumer. In key life stages of females 25-34 years old, stories of the consumers and JCPenney will be told, shared, and created.


CAMPAIGN STRATEGY “Every Style tells a Story” will unfold like the pages of a book. It’ll be comprised of key phases to introduce and develop the plot of the campaign in accordance to the target market’s lifestyle. Similar to a story plot structure, the phases will progress 25-34 year old females through the campaign development process.

•The main characters will be females 25-34 years old. •The supporting role will be JCPenney. •The setting will be their lives. •The moral is JCPenney helps get to the “happy ending”.

PREFACE

Create excitement and interest in a new campaign initiative with a newly rebranded JCPenney.

EXPOSITION

Reveal and explain the overall message of the campaign.

RISING ACTION

Build up consumer interest, reveal values and benefits, and establish emotional connections.

CLIMAX

Launching a new relationship between brand and consumer, generating two-way conversation.

RESOLUTION

Establishing brand transformation and measuring campaign success with the consumer.

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PREFACE Released Word of Mouth

EXPOSITION Traditional Exposure


MEDIA STRATEGY THE HOW AND WHERE

CLIMAX Social Media, consumer interaction

RISING ACTION Promotional Items, Sponsorships, etc

It is crucial to diversify a campaign through a variety of media to create a strong, consistent message. Utilizing efficient media outlets will provide the proper setting for the message of the campaign to be absorbed. Studio320’s media outline will be arranged by the sequential consumer development phases of the campaign stages. However, the media timeline will not follow the chronological order of the campaign strategy because of the different immersion patterns of various customers. A large portion of our targeted media will be geared toward 35 select markets with high JCPenney and target market population densities.* Another large fraction of media will be phased in accordance with JCPenney’s spring and fall fashion shows taking place in April and December.

RESOLUTION measurement

* Refer to page 27 for Media Map

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PREFACE

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Julie knew the exact outfit she would wear on her birthday: her new black shirt a 16 ess. It was black, with bits of shaded glitter at the bottom. I couldn't wait for tonight. Julie knew the Ovid qui nus sum es cum eaque commodiorio. Ute sit que net optibeatum diorepe llandanit as apisitatur accupta dit, officti alique sus, core net aut expeliquam sant quid maio. Nam quid quatque exped quis sinullaut aut quat officim inullor ehendi issiti dolorehendi odi Go to

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After what likewill an eternity, I finally Featured Video of the Week!seemed JCP stylist experts watch your video and of respond with their professional input and advice! via social networks president. wasn't long after my presentation that the thoughts dress shopping came back mind. i stumbl grabbed my purse andIt headed out. After what seemed like an eternity, I into finally glitter at the bottom. I couldn't wait for tonight. Julie knew the exact outfit she would wear on her birthday: her new black shirt and yellow scarf. She had just had her wedding only fewtheweeks ago and it reminded herbirthday: of theher colors from herandwedding. Every shehadlooks Julie a knew exact outfit she would wear on her new black shirt yellow scarf. She time had just her at this stumbled upon the perfect dress. It was black, with bits of shaded glitter at the bottom. I couldn't wedding only a few weeks ago and it reminded her of the colors from her wedding. Every time she lo grabbed my purse and headed out. After what seemed like an eternity, I finally stumbled upon the perfect wait for tonight. Julie the exact she would on her birthday: her n just had her wedding knew only a few weeks ago and it remindedoutfit her of the colors from her wedding. Everywear time she looks at this outfit, she remembers the wedding only a few weeks ago and it reminded her of the colors from her wedding. Every time she looks at this outfit, dress. It was black, with bits ofknew shaded glitter thewear bottom. I couldn't waitshirt forand tonight wait for tonight. Julie the exact outfit sheat would on her birthday: her new black dress. It was black, with bits of shaded glitter at the bottom. I couldn't wait for tonight. Julie knew the dancing, the people and the music on her wedding day. Every Style Tells a Story. This is Julie’s favorite shirt. It’s her style for casu dancing, the people and the music on her wedding day. Every Style Tells a Story. This is Julie’s favorite shirt. It’s her style for casual dinners with friends, for Each week, ashe “story” will be chosenthe from among the videos, pictures, and written entries submitted by wedding contesremembers the people andand the music on her day.It’s Every Style Tells she dancing, remembers the dancing, the people thJCps a Story. This is Julie’s favorite shirt. her style for casual din- a Story. tants. This story will be showcased onyellow the website will wedding be sent a only $500 aJCPenney giftago card. scarf.and She the hadcontestant just had her few weeks and it reminded her of the colors yellow scarf. She had just had her wedding only a few weeks ago and it reminded h 17 exact outfit she would wear on her birthday: her new black shirt and yellow scarf. She had just had her marshmallows over the fire, and for running her daily errands.her This is her everydayblack shirt, for everyday storiesand and unforgettable memories. Every exact outfit she cooking would wear on her birthday: new shirt yellow scarf. She h

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Every style tells a story


all started when I woke up this morning. Me and a few of my girlfriends had decided last night

EXPOSITION

girls night out. I knew that I had to get an outfit to fit the scene or I would stick out like a sore thumb. To The exposition phasebe is designed to introduce campaign on a hat tonight would a girls nighttheout. I knew that I RADIO had to get an outfit to fit the scene or I wo national level and maximize exposure. Focusing on delivering high We will generate a voice of our campaign through Clear all started when I woke up this morning. Me and a few of my girlfriends had decided last night that impression ratios in key demographic areas is vital to engaging the Channel radio stations across 35 major markets, hitting one l started when I woke up this morning. Me and a few of my girlfriends had decided nightmarket. that tonight wouldwill bepromote a girls night out. I knew that consumer in our campaign. stationlast in each Commercials JCP’s semismay, my closet was filled with old styles and my work clothes. Picking dress would so time consu annual preview up showaincute the months preceding eachbe show and November). Following the show, ick outPANDORA like a sore thumb. To my dismay, my closet was(March filled with old styles andsound my bites work clothes from our most popular designers will play during the Listeningbe fromahome, work, or on-the-go, will experience night would girls night out.users I knew thatthe I had to get an outfit to fit the scene or I airtime would stick ou previously allotted to the show promotions. These sound stories behind the styles of JCPenney products. get an outfit to fit the scene or I would stick out like a sore thumb. To my dismay, my closet was filled with old styles and my work clothes. Picking bites will feature the designers revealing the inspiration and d my day was already going to be busy. I rushed into work, dressed headtheir tofashion toe lines. in the most professional outfit i story behind HULU cking up a cute dress would be so time consuming, and my day was already going to be busy. I rush Users will be able to choose their ad experience during come a soremercial thumb. To options my dismay, closet was filled with old styles and my work clothes. Picking up a breaks, with ranging frommy the original broadcast e dress would be socommercial time consuming, and my day was already going to be busy. I rushed into work, dressed head to toe in the most professional television to actual customer accounts of the “stories” uld find.thatIt was time to presentoutfits. my findings the president. It wasn't long after my presentation that the thoug accompany their corresponding An attachedto banner ad will welcome the viewer to to visit the campaign as professional well nto work, dressed head toe in thewebsite, most outfit i could find. It was time to present as JCP.com. te dress would be so time consuming, and my day was already going to be busy.EveryIstyle rushed into work, tells a story uld find. It was time to present my findings to the president. It wasn't long after my presentation that the thoughts of dress shopping came back i BILLBOARDS dress shopping came back into mind. i grabbed my purse and headed out. After what seemed like an eternity, I fina Billboards will appear during our ad activity ndings to the president. Itincreased wasn't longsurroundafter my presentation that the thoughts of dress shopping ing the April and December preview shows. Ten billboards will be essed head toeofin most professional outfitin i could find. It was time to present my findings to th placed to in each our the average-market cities and twenty billboards d. i grabbed myofpurse and headed out. After what seemed like an eternity, I finally stumbled upon the perfect dress. It was black, with bits of shad each our large-market cities.* umbled upon the perfect dress. It was black, with bits of shaded glitter at the bottom. I couldn't wait for tonig ame back into mind. i grabbed my purse and headed out. After what seemed like an eternity, I finall MALL ADVERTISEMENTS esident.Digital It wasn't my presentation that the thoughts of dress shopping came back into mind ads will belong placed inafter malls featuring JCPenney stores. Throughout the progression the campaign, willthe be updated er at the bottom. I couldn't wait forof tonight. Julie ads knew exact outfit she would wear on her birthday: her new black shirt and yellow scarf. She with new stories being shared on the “Every Style Tells a Story” lie knew the exact outfit she would wear on her birthday: her new black shirt and yellow scarf. She had just had will utilize this media in 2-4 malls market, de- with bits of shaded glitter at the bottom. I couldn't umbledwebpage. uponWe the perfect dress. It per was black, pending on the size of the city. abbed my purse and headed out. After what seemed like an eternity, I finally stumbled upon the perf had her wedding only a few weeks ago and it reminded her of the colors from her wedding. Every time she looks at this outfit, she remembers t edding only a few weeks ago and it reminded her of the colors from her wedding. Every time she looks at this outfit ait for tonight. Julie knew the exact outfit she would wear on her birthday: her new black shirt a * Refer to page 27 for Media Map 18 ess. It was black, with bits of shaded glitter at the bottom. I couldn't wait for tonight. Julie knew the It all started when I woke up this morning. Me and a few of my girlfriends had decided last night that tonight would be It all started when I woke up this morning. Me and a few of my girlfriends had decided last night

a girls night out. I knew that I had to get an outfit to fit the scene or I would stick out like a sore thumb. To my that tonight would be a girls night out. I knew that I had to get an outfit to fit the scene or I would It all started when I woke up this morning. Me and a few of my girlfriends had decided last night that toIt all started when I woke up this morning. Me and a few of my girlfriends had decided last night that tonight would be a girls night out. I knew that I had dismay, my closet was filled with old styles and my work clothes. Picking up a cute dress would be so time consuming, stick out like a sore thumb. To my dismay, my closet was filled with old styles and my work clothes. night would be a girls night out. I knew that I had to get an outfit to fit the scene or I would stick out like to get an outfit to fit the scene or I would stick out like a sore thumb. To my dismay, my closet was filled with old styles and my work clothes. Picking up a and my day was already going to be busy. I rushed into work, dressed head to toe in the most professional outfit i Picking up a cute dress would be so time consuming, and my day was already going to be busy. I rushed a sore thumb. To my dismay, my closet was filled with old styles and my work clothes. Picking up a cute cute dress would be so time consuming, and my day was already going to be busy. I rushed into work, dressed head to toe in the most professional outfit could find. It was time to present my findings to the president. It wasn't long after my presentation that the thoughts into work, dressed head to toe in the most professional outfit i could find. It was time to present my dress would be so time consuming, and my day was already going to be busy. I rushed into work, dressed i could find. It was time to present my findings to the president. It wasn't long after my presentation that the thoughts of dress shopping came back into of dress shopping came back into mind. i grabbed my purse and headed out. After what seemed like an eternity, I finally findings to the president. It wasn't long after my presentation that the thoughts of dress shopping head to toe in the most professional outfit i could find. It was time to present my findings to the president. mind. i grabbed my purse and headed out. After what seemed like an eternity, I finally stumbled upon the perfect dress. It was black, with bits of shaded stumbled upon the perfect dress. It was black, with bits of shaded glitter at the bottom. I couldn't wait for tonight. came back into mind. i grabbed my purse and headed out. After what seemed like an eternity, I finally It wasn't long after my presentation that the thoughts of dress shopping came back into mind. i grabbed glitter at the bottom. I couldn't wait for tonight. Julie knew the exact outfit she would wear on her birthday: her new black shirt and yellow scarf. She had Julie knew the exact outfit she would wear on her birthday: her new black shirt and yellow scarf. She had just had her stumbled upon the perfect dress. It was black, with bits of shaded glitter at the bottom. I couldn't my purse and headed out. After what seemed like an eternity, I finally stumbled upon the perfect dress. It just had herabout wedding only a few weeks ago and it reminded her of the colors from her wedding. Every time she looks at this outfit, she remembers the | privacy | terms | jobs | advertising | press | mobile | auto | blog | gifts wedding only a few weeks ago and it reminded her of the colors from her wedding. Every time she looks at this outfit, © 2005-2011 Pandora Media, Inc., All Rights Reserved wait for tonight. Julie knew the exact outfit Pandora and the Music Genome Project are registered trademarks of Pandora Media, Inc. she would wear on her birthday: her new black shirt and was black, with bits of shaded glitter at the bottom. I couldn't wait for tonight. Julie knew the exact outfit dancing, the people and the music on her wedding day. Every Style Tells a Story. This is Julie’s favorite shirt. It’s her style for casual dinners with friends, for she remembers the dancing, the people and thJCps a Story. This is Julie’s favorite shirt. It’s her style for casual dinyellow scarf. She had just had her wedding only a few weeks ago and it reminded her of the colors she would wear on her birthday: her new black shirt and yellow scarf. She had just had her wedding only cooking marshmallows over the fire, and for running her daily errands. This is her everyday shirt, for everyday stories and unforgettable memories. Every


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a girls night out. I knew that I had to get an outfit to fit the scene or I would stick out like a that tonight would be a girls night out. I knew that I had to get an outfit to fit t It all started when I woke up this morning. Me and a few of my girlfriends had decide ! ! ! ! ! It all started when I woke up this morning. Me and a few of my girlfriends had decided last night thatis made; tonight would be a girls 01: Our protagonist chooses between two 02: Her decision she struts along 03: She hits the da 01: Our protagonist chooses between two 02: Her decision is made; she struts along 03: She hits the dance floor with similarlyoutfits: Pantsuit, orfriends. sexy dress? the sidewalk new dress.dress would dresse dismay, my closet filled with old styles my work clothes. Picking upin aher brand cute outfits: was Pantsuit, or sexy dress? the sidewalk in her brand newand dress. dressed stick out like a sore thumb. To my dismay, my closet was filled with old styles and m tonight would be a girls night out. I knew that I had to get an outfit to fit the scene or to get an outfit to fit the scene or I would stick out like a sore thumb. To my dismay, my closet was filled with old styles and m and my day! was already going to be busy. I rushed into work, dressed head to toe in the most pro ! ! ! !! ! ! ! Picking up a cute dress would be so time consuming, and my day was already going 01: Our protagonist chooses between two 02: Her decision is made; she struts along 03: She hits the dance floor with similarly04: She jots down her phone number and 05: Now at home, she chooses between 06: Having chosen thet s 02 Her decision is made; she 0103: Our protagonist chooses between 03 05: She hits the dance floorbetween with 05 Now at home, she chooses Shechosen jots down her phone 04: She jots down her phone number and Now at home, she chooses 06:04 Having the sundress, she sits at lunch She hits the dance floordress? with similarlyoutfits: Pantsuit, or sexy the sidewalk in her brand new dress. dressed friends. gives it to a Handsome Guy… two more outfits: Skirt or sundress? with the Handsome G struts gives alongit tothe sidewalkGuy… in her a Handsome two more outfits:friends. Skirt or sundress? with the Handsome Guy it– their first date. two outfits: Pantsuit, or sexy dress? similarly dressed between two more outfits: number and gives to avery Handdressed friends. like a sore thumb. filled with old styles and my work cloth brand new dress.To my dismay, my closet was Skirt! or sundress? some Guy… ! cute dress would be so time consuming, and my day was already going to be busy. I rushed into work, dressed head to toe in could find. It was time to present my findings to the president. It wasn't long after my presentat into work, dressed head to toe in the most professional outfit i could find. It was cute dress would be so time consuming, and my day was already going to be!! busy. I ru ! ! ! ! !! ! !! ! ! 04: She jots down her phone number and 05: Now at home, she chooses between 06: Having chosen the sundress, she sits at lunch 07:makes Out inlong business world, hermy presentation 08: Now at the office, she casually brushesthoughts -- and a dea i could find. It was07time present my findings to the president. It 10:wasn't after that the ofmakes dres 07: Out into the world, herside 08: Now at the office, she casually brushes -- and athe deal withwith a business At herbusiness professional —and makes a deal a busi08 Now office, she casually 06: chosen sundress, she sits at lunch 09: Now in a new sundress, she trembles 10: Her outfit matches gives it chosen to athe Handsome Guy… two work, more outfits: Skirt or sundress? with the Handsome Guy – their very first date. 06Having Having the sundress, 09: Now in aat newthe sundress, she trembles in Her outfit matches the welcome mat as she 11: In a beautiful wedding dress, she holds professional associate. side shows through as she outfit-assoc 09 Now inoffa her new sundress, she in professional side shows through as she off her outfit-with the Handsome Guy – their very first date. disbelief as the Handsome Man kneels down receives the key t shows through as she strides along ness associate. brushes off her outfit— disbelief as the Handsome Man kneels down receives the key to her very first home. hands with her tuxedo-clad fiancé. strides along in the pantsuit from earlier. she sits at lunch the Hand- shopping ofwithdress back what seemed like strides alongcame in the pantsuit from earlier. into mind. i grabbed my purse and headed out. trembles inAfter disbelief to propose.as the Handto propose. in the pantsuit from earlier. some Guy – their very first date. some Man kneels down to propose. findings to the president. It wasn't long after my presentation that the thoughts o dressed head to toe in the most professional outfit i could find. It was time to present m mind. i grabbed my purse and headed out. After what seemed like an eternity, I finally stumbled upon the perfect dress. It wa stumbled !! upon the perfect dress. It was black, with bits of shaded glitter at the bottom. I cou ! ! ! 07: Out in the business world, her 08: Now at the office, she casually brushes ! -- and makes a deal with a business ! ! back into mind. i grabbed my purse and headed out. ! After what seemed like an e -- and makesside acame deal withthrough a business professional shows as she off her outfit-associate. 12: Finally in her pajamas, she gazes at a -- revealing the tagline: “Every Style Tells a 12: Finally in her pajamas, she gazes at a -- revealing the tagli associate. 10: Her outfit matches the welcome mat as she 11: In a beautiful wedding dress, she holds 10strides Her outfit matches the wel11 In a beautiful wedding dress, 12 Finally in her pajamas, she gaz-- revealing the tagline: “Every along in the pantsuit from earlier. picture of herself and her husband, with their Story. JCPenney.” picture of herself and her husband, with their Story. J receives key very firstthe home. hands with her tuxedo-clad fiancé.afteres come mattheas sheto her receives key president. It she wasn't long my presentation that the thoughts of dress shopping came holds hands with her tuxedoat aone-year-old picture ofbaby herself and her Style Tells a Story. JCPenney. ” now girl. She exits the now one-year-old baby girl. She exits the to her very first home. frame--one-year-old clad fiancé. husband, with their frame-glitter at the bottom. I couldn't wait for tonight. Julie the exact outfit she would wear on her birthday: her new black shi baby girl. She exitsknew the frame-Julie knew the exact outfit she would wear on her birthday: her new black shirt and yellow scarf. stumbled upon the perfect dress. It was black, with bits of shaded glitter at the bot Our commercial my will airpurse 3 times aand night during prime time on the cable network ABClike Family,an Bravo,eternity, Lifetime, MTV,I finally stumbl grabbed headed out. After what channels: seemed Oxygen, and VH1. It will also air on broadcast television during the season finale of the Bachelor and episodes of Grey’s ! just had her wedding only a few weeks ago and it reminded her of the colors from her wedding. Every time she looks at this Anatomy, Desperate Housewives, and Modern Family. -- revealing the tagline: “Every Style Tells a wedding only a few weeks ago and it reminded her of the colors from her wedding. Every time she lo Story. JCPenney.” waittofor Julie the outfit sheperspective, wouldour wear on highher birthday: her n Designed switchtonight. the narration of fashionknew advertising fromexact 3rd person to 1st person commercial lights the styles womanblack, wears throughout her changing life. It will illustrate theat woman’s between fun, career andwait for tonight dress. Ita was with bits of shaded glitter the balance bottom. I couldn't family. We demonstrate storywedding of a woman’s can Style be told through the styles chooses duringshirt. her It’s her style for casu dancing, the peoplethat andthe theever-evolving music on her day. life Every Tells a Story. This issheJulie’s favorite most profound moments. she remembers the dancing, the people and the music on her wedding day. Every Style Tells a Story. yellow scarf. She had just had her wedding only a few weeks ago and it reminded h 19 exact outfit she would wear on her birthday: her new black shirt and yellow scarf. She h


girls night out. I knew that I had to get an outfit to fit the scene or I would stick out like a sore thumb. To hat tonight would be a girls night out. I knew that I had to get an outfit to fit the scene or I wo all started when I woke up this morning. Me and a few of my girlfriends had decided last night that l started when I woke up this morning. Me and a few of my girlfriends had decided last night that tonight would be a girls night out. I knew that smay, my closet was filled with old styles and my work clothes. Picking up a cute dress would be so time consu ick out like a sore thumb. To my dismay, my closet was filled with old styles and my work clothes night would be a girls night out. I knew that I had to Every style tells a story get an outfit to fit the scene or I would stick ou get an outfit to fit the scene or I would stick out like a sore thumb. To my dismay, my closet was filled with old styles and my work clothes. Picking d my day was already going to be busy. I rushed into work, dressed head to toe in the most professional outfit i cking up a cute dress would be so time consuming, and my day was already going to be busy. I rush e a sore thumb. To my dismay, my closet was filled with old styles and my work clothes. Picking up a e dress would be so time consuming, and my day was already going to be busy. I rushed into work, dressed head to toe in the most professional uld find. It was time to present my findings to the president. It wasn't long after my presentation that the thoug PRINT ADS nto work, dressed head to toe in the most professional outfit i could find. It was time to present Our print ads will illustrate the concept of integrating stories into te dress would be so time consuming, and my day was already going to be busy. I rushed into work, select JCPenney products. Ads will suggest the value behind produld find. Itucts wasand time present findings to the president. It wasn't long after my presentation that the thoughts of dress shopping came back i howtothey relate my to the consumer’s lifestyle. dress shopping came back into mind. i grabbed my purse and headed out. After what seemed like an eternity, I fina ndings MAGAZINES to the president. It wasn't long after my presentation that the thoughts of dress shopping We purchase full-page advertisements in selected maga- i could find. It was time to present my findings to th essed headwillto toe in thecolor most professional outfit zines, taking advantage of their long shelf life and wide outreach d. i grabbed my purse and headed out. After what seemed like an eternity, I finally stumbled upon the perfect dress. It was black, with bits of shad to our target market. We will focus on magazines that target the umbled upon the perfect dress. It was black, with bits of shaded glitter at the bottom. I couldn't wait for tonig various life stages of the target demographic: Brides, Fit Pregnancy, ame back into mind. i grabbed my purse and headed out. After what seemed like an eternity, I finall Better Home & Garden, People. esident. It wasn't long after my presentation that the thoughts of dress shopping came back into mind er at the bottom. I couldn't wait for tonight. Julie knew the exact outfit she would wear on her birthday: her new black shirt and yellow scarf. She lie knew the exact outfit she would wear on her birthday: her new black shirt and yellow scarf. She had just had umbled upon the perfect dress. It was black, with bits of shaded glitter at the bottom. I couldn't abbed my purse and headed out. After what seemed like an eternity, I finally stumbled upon the perf had her wedding only a few weeks ago and it reminded her of the colors from her wedding. Every time she looks at this outfit, she remembers t edding only a few weeks ago and it reminded her of the colors from her wedding. Every time she looks at this outfit ait for tonight. Julie knew the exact outfit she would wear on her birthday: her new black shirt a ess. It was black, with bits of shaded glitter at the bottom. I couldn't wait for tonight. Julie knew the cing, the people and the music on her wedding day. Every Style Tells a Story. This is Julie’s favorite shirt. It’s her style for casual dinners with friends, e remembers the dancing, the people and the music on her wedding day. Every Style Tells a Story. This is Julie’s fa llow scarf. She had just had her wedding only a few weeks ago and it reminded her of the colors 20 act outfit she would wear on her birthday: her new black shirt and yellow scarf. She had just had her


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a girls night out. I knew that I had to get an outfit to fit the scene or I would stick out like a that tonight would be a girls night out. I knew that I had to get an outfit to fit t It all started when I woke up this morning. Me and a few of my girlfriends had decide It all started when I woke up this morning. Me and a few of my girlfriends had decided last night that tonight would be a girls dismay, my closet was filled with old styles and my work clothes. Picking up a cute dress would stick out like a sore thumb. To my dismay, my closet was filled with old styles and m tonight would be a girls night out. I knew that I had to get an outfit to fit the scene or to get an outfit to fit the scene or I would stick out like a sore thumb. To my dismay, my closet was filled with old styles and m and my day was already going to be busy. I rushed into work, dressed head to toe in the most pro Every style story going t Picking up a cute dress would be so time consuming, and my daytells wasaalready like a sore thumb. To my dismay, my closet was filled with old styles and my work cloth cute dress would be so time consuming, and my day was already going to be busy. I rushed into work, dressed head to toe in could find. was time to present my findings to the president. It wasn't long after my presentat style tells aItstory into work, dressed head to toe in the most professional outfit i could find. It was cute dress would be so time consuming, and my day was already going to be busy. I ru i could find. It was time to present my findings to the president. It wasn't long after my presentation that the thoughts of dres of dress shopping came back into mind. i grabbed my purse and headed out. After what seemed like findings to the president. It wasn't long after my presentation that the thoughts o dressed head to toe in the most professional outfit i could find. It was time to present m mind. i grabbed my purse and headed out. After what seemed like an eternity, I finally stumbled upon the perfect dress. It wa stumbled upon the perfect dress. It was black, with bits of shaded glitter at the bottom. I cou came back into mind. i grabbed my purse and headed out. After what seemed like an e president. It wasn't long after my presentation that the thoughts of dress shopping came glitter at the bottom. I couldn't wait for tonight. Julie knew the exact outfit she would wear on her birthday: her new black shi Julie knew the exact outfit she would wear on her birthday: her new black shirt and yellow scarf. stumbled upon the perfect dress. It was black, with bits of shaded glitter at the bot grabbed my purse and headed out. After what seemed like an eternity, I finally stumbl just had her wedding only a few weeks ago and it reminded her of the colors from her wedding. Every time she looks at this wedding only a few weeks ago and it reminded her of the colors from her wedding. Every time she lo wait for tonight. Julie knew the exact outfit she would wear on her birthday: her n dress. It was black, with bits of shaded glitter at the bottom. I couldn't wait for tonight dancing, the people and the music on her wedding day. Every Style Tells a Story. This is Julie’s favorite shirt. It’s her style for casu she remembers the dancing, the people and the music on her wedding day. Every Style Tells a Story. yellow scarf. She had just had her wedding only a few weeks ago and it reminded h 21 exact outfit she would wear on her birthday: her new black shirt and yellow scarf. She h


all started when I woke up this morning. Me and a few of my girlfriends had decided last night

RISING ACTION

girls night out. I knew that I had to get an outfit to fit the scene or I would stick out like a sore thumb. To hat tonight would be a girls night out. I knew that I had to get an outfit to fit the scene or I wo PROMOTIONS SPONSORSHIPS & EVENTS all started when I woke up this morning. Me and a few of my girlfriends had decided last night that l started when I woke up this morning. Me and a few of my girlfriends had decided last night that tonight would be a girls night out. I knew that FASHION smay, my VIRAL closet was filled with old styles and my work clothes. Picking up a cute dress would be so time consu JCPenney prepares a Fall and Spring Preview show each April and December ick outtolike sore thumb. my dismay, closet was filled with old styles and my work clothes unveil a new partnerships, conveyTo the direction of currentmy designers, and give night would be an aimpression girls night I knew that I had to get an outfit to fit the scene or I would stick ou the industry of whereout. the company is headed stylistically in the upcoming season. These events will tell the style story of the new season and get an outfit to fit the scene or I would stick out like a sore thumb. To my dismay, my closet was filled with old styles and my work clothes. Picking advertising be placed theseinto events. In addition, d my day heavy waspromotions already and going to bewill busy. I around rushed work, dressed head to toe in the most professional outfit i interviews will be conducted of designers, stylists, and fashion directors telling the cking up a cute dress would be so time consuming, and my day was already going to be busy. I rush JCP story in their own perspective allowing online viewers a chance to chat about e a soretheir thumb. To Advertising my dismay, my closet was in-store filledpromowith old styles and my work clothes. Picking up a favorite looks. will include direct mail, e-blasts, e dress would so time and my day was already going to be busy. I rushed into work, dressed head to toe in the most professional tions,be JCP.com ads consuming, and initial blogging efforts. uld find. It was time to present my findings to the president. It wasn't long after my presentation that the thoug CLOSET OF MEMORIES nto work, dressed head to toe in the most professional outfit i could find. It was time to present Within our large markets*, select JCPenney stores will contain drop-off stations te dress that would be so time consuming, and my day was already going to be busy. I rushed into work, will allow women to donate clothing items which will be passed on to local uld find. Itcharities. was time to present myalso findings to the president. wasn't long after my presentation that the thoughts of dress shopping came back i Customers would be encouraged to attach a Itstory to the item dress shopping came backorinto mind. grabbed myexperience purse they and had headed out. After what seemed like an eternity, I fina explaining what the outfit item has meanti to them or an wearingpresident. it. JCPenney would select stories andafter clothing my donations to ndings while to the It then wasn't long presentation that the thoughts of dress shopping be featured in displays in themost store and online (the ownersoutfit of the selected style find. It was time to present my findings to th essed head to toe in the professional i could stories would be notified and receive a $1000 JCPenney gift card). The Closet d. i grabbed my purse and headed out. After what seemed like an eternity, I finally stumbled upon the perfect dress. It was black, with bits of shad of Memories displays would also be featured in JCPenney mall fashion shows to umbled upon the with shaded glitter at the bottom. I couldn't wait for tonig showcase theperfect stories and dress. styles of theIt pastwas whileblack, viewing the stylesbits of theof future. ame back into mind. i grabbed my purse and direct headed out. After what seemed like an eternity, I finall Advertising for the fashion shows and promotion will include mail, e-blasts advertising. esident.and It in-store wasn't long after my presentation that the thoughts of dress shopping came back into mind er at the bottom. I couldn't wait for tonight. Julie knew the exact outfit she would wear on her birthday: her new black shirt and yellow scarf. She YOUR outfit STAGE she would wear on her birthday: her new black shirt and yellow scarf. She had just had lie knew STYLE the exact JCPenney would act as a corporate sponsor for local home & garden shows and umbledbridal upon dress. was with bits of shaded glitter at the bottom. I couldn't showsthe in ourperfect large markets. JCPenneyIt would giveblack, away simple, yet stylabbed my purse out. what seemed like an eternity, I finally stumbled upon the perf ish canvas bagsand stuffed headed with a Little Red Book,After a JCP pen, small journal to document the only beginnings their new for home hairfrom care her wedding. Every time she looks at this outfit, she remembers t had her wedding a fewofweeks agostory, and coupons it reminded her decor of theitems, colors samples from the JCP salon, and gift cards redeemable in-store and online that edding only a few weeks ago and it reminded her of the colors are from her wedding. Every time she looks at this outfit valued from $5 to $150. Majority of the cards would be valued from $5 to $25. ait for tonight. Julie knew the exact outfit she would wear on her birthday: her new black shirt a 22 ess. It was black, with bits of shaded glitter at the bottom. I couldn't wait for tonight. Julie knew the


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all started when I woke up this morning. Me and a few of my girlfriends had decided last night

CLIMAX

girls night out. I knew that I had to get an outfit to fit the scene or I would stick out like a sore thumb. To hat tonight would be a girls night out. I knew that I had to get an outfit to fit the scene or I wo all started when I woke up this morning. Me and a few of my girlfriends had decided last night that l started when I woke up this morning. Me and a few of my girlfriends had decided last night that tonight would be a girls night out. I knew that Social media will be the binding that will bring together our campaign by joining the JCPenney story together with those of the smay, my closet was filled with old styles and my work clothes. Picking up a cute dress would be so time consu customers. This allows women in the target market to interact with the JCPenney brand and with fellow storytellers tick out like a sore thumb. To my dismay, my closet was filled with old styles and my work clothes night would be a girls night out. 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I rushed into work, Customers will be able to check in at JCPenney ould find. It was time to present mytofindings to the president. It wasn't long after my presentation that the thoughts of dress shopping came back i via a mobile device displaying all of their friends and followers that they are currently shopping at dress shopping came back i grabbed my purse and headed out. After what seemed like an eternity, I fina JCPenney. If customers reveal into their statusmind. at the check-out desk, then they will receive a complindings to the president. It wasn't long after my presentation that the thoughts of dress shopping mentary hand bag and pocket planner. essed head to toe in the most professional outfit i could find. It was time to present my findings to th nd. i grabbed my purse and headed out. After what seemed like an eternity, I finally stumbled upon the perfect dress. It was black, with bits of sha umbled upon the perfect dress. It was black, with bits of shaded glitter at the bottom. I couldn't wait for tonig ame back into mind. i grabbed my purse and headed out. After what seemed like an eternity, I finall esident. It wasn't long after my presentation that the thoughts of dress shopping came back into mind er at the bottom. I couldn't wait for tonight. Julie knew the exact outfit she would wear on her birthday: her new black shirt and yellow scarf. She lie knew the exact outfit she would wearWATCH on her birthday: her new black shirt and yellow scarf. She had just had SHARING IS CARING AND LEARN COMMUNICATION IS KEY HAVE FUN tumbled upon the perfect dress. ItFeatured wasclipsblack, with bitsAsof shaded glitter at Interactive the bottom. I couldn't Social media users are constantly comsubmitted on the “Every with every relationship, JCPenney will components will allow menting, recommending, and “liking” on a Style Tells a Story” website will be acconstantly be there to answer questions stronger user engagement. Usabbed my purse and headed out. After what seemed like an eternity, I finallyfor stumbled upon the per daily basis. JCPenney social media users will cessible through JCPenney social media and provide services via social media. If users will be able to take quizzes to able toacomment on styles, recommend channels. Designers postwedding. questions, complaints or concerns, learn what style fitsoutfit, them, rateshe out- remembers t had her weddingbeonly few weeks ago and it reminded her ofbehind theselect colors from ersher Every time she looks at this outfits to friends, and “like” merchandise JCPenney brands will be featured in JCPenney will reproduce their excellent fits, participate in sweepstakes and edding only a few weeks ago ofand it reminded her toof the colors from her service wedding. Every time looks at this outfit to experience the integration their style videos posted educate consumers in-store customer to serve their engageshe in story-sharing contests. story in their virtual world. on trends and putting together outfits. consumers over the web. ait for tonight. Julie knew the exact outfit she would wear on her birthday: her new black shirt a 24 ess. It was black, with bits of shaded glitter at the bottom. I couldn't wait for tonight. Julie knew the


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MEDIA WEB/STATS It is one thing when a media reaches an audience; it is quite another when it connects with a market and actually influences a behavior. This concept was maintained as a critical objective as we selected targeted and effective media during the formulation of our campaign. While all of our media has been strategically implemented with our market in mind, the following media provide examples of our selective qualification process.

26

MALL • Average mall shopping trip is 90 minutes •Performs as product placement with consumers already in a buying state of mind •60% of mall visitors are female

BLOGGING •53.3% of bloggers fall between the ages of 21 and 35 •Men and women both blog at nearly identical rates •More than half of bloggers are married and nearly half have children

MAGAZINES •The average reader spends almost 45 minutes per issue •84% of women consistently read at least one magazine title •The average consumer reads 6.1 different magazine titles

HULU •Viewers watch twice as many shows as all other online network sites combined •60.8% of the viewers are ages 25-55 •Hulu advertisements have 82% higher brand recall,  150% higher message recall, and are 100% more likeable in comparison to broadcast television

FACEBOOK •47% of women who visit Facebook are married, engaged, or in a relationship •Average user spends 55 minutes on Facebook •One third of women aged 18-34 check Facebook when  they first wake up

Sources: DigitalMarketing401; JCDecaux North America; Studio320 Survey; Adspace Digital Mall Network; Facebook; Sysomos; MRI, Fall 2007; Hulu


MEDIA MAP LARGE MARKET Chicago Dallas Houston Los Angeles New York Philadelphia Phoenix San Antonio San Diego San Jose AVERAGE MARKET Albuquerque Atlanta Austin Baltimore Charlotte Denver Detroit Jacksonville Kansas City Miami Milwakee Minneapolis Oklahoma City Omaha Orlando Pittsburg Portland Seattle St. Louis Tampa Tucson Tulsa Virginia Beach Washington DC Wichita

27


ike a sore thumb. To my fit the scene or I would cided last night that a girls night out. I knew that I had ould be so time consuming, nd my work clothes. ne or I would stick out and my work clothes. Picking up a Evaluation of the effectiveness of our campaign will be conducted through concurrent and t professional outfit i post-testing measures to determine media efficiency. Overall message strategy will be ng to be busy. I rushedassessed by consumer engagement, geographic sales, and overall market share increase. lothes. Picking up a toe in the most professional outfit entation that the thoughts was time to present my CAMPAIGN TESTING I rushed into work, •Track customer sales trends f dress shopping came back into •Calculate the number of visitors to the “Every Style Tells a Story” web page d like an eternity, I finally •Calculate the change in the number of visitors to JCP.com ts of dress shopping •Calculate the number of visitors to JCPcares.com nt my findings to the •Calculate the number of comments posted on “Every Style Tells a Story” It was black, with bits of shaded web page and social networks couldn't wait for tonight. •Calculate viewers watching JCP fashion show and posted videos an eternity, I finally •Calculate increase in JCP rewards card membership •Calculate the change in store visits ame back into mind. i •Track QR code scans from specific print ads ck shirt and yellow scarf. She had •Determine increase in Facebook likes and Twitter followers carf. She had just had her •Calculate contestants and participants in Social Media quizzes and sweepstakes bottom. I couldn't umbled upon the perfect t this outfit, she remembers the he looks at this outfit, er new black shirt andData will allow Studio320 to make adjustments throughout the campaign to achieve marketing objectives. ight. Julie knew the or casual dinners with friends, for tory. This is Julie’s favord her 28 of the colors he had just had her

RESOLUTION


BUDGET 2012 Traditional Media Television Broadcast Cable Radio 35 Largest Markets Magazines Better Home & Garden People Magazine Fit Pregnancy Brides Outdoor Media Mall Advertising 2-4 Per Mall Environmental Billboards Online Media “Every Style Tells a Story” webpage JCPcares.com Story Responses Facebook Ads FourSquare Badge Twitter #stylestory Pandora Hulu Blogger Outreach Promotion Gifts Online Weekly & Grand Prizes Tote Shopping Bags Sponsorships Style Your Stage Event Viral Fashion In-Mall Fashion Shows (10) Other Closet of Memories Every Style Gives Back

2013 7,510,371,360 1,497,740,500 704,008,000 793,732,500 1,008,000,000 1,008,000,000 553,402,260 476,904,000 42,641,040 30,000,000 3,857,220 5,486,228,600 1,035,000,000 1,035,000,000 4,451,228,600 4,451,228,600 5,220,500,400

$45,825,983 $25,608,880 $20,785,600 $4,823,280 $8,280,000 $9,108,000 $11,937,103 $6,427,080 $3,808,860 $729,102 $972,061 $29,513,337 $5,082,000 $5,082,000 $24,431,337 $24,431,337 $14,030,670

5,000,000,000

$3,000,000 $0 $0 $4,165,920 $6,860,350 $4,400 $10,554,500 $722,000 $22,000 $700,000 $0

105,200,000 115,300,000 400 101,610,842 7044 44 7000 1,000 1,000 101,602,798 101,400,000 202,798 1,750,700 700 1,750,000 18,318,711,202

$6,520,000 $5,495,000 $1,025,000 $3,312,500 $1,475,000 $1,837,500 $99,924,490

29


FURTHER RECOMENDATIONS Studio320 has compiled three specific recommendations to ensure JCPenney’s longevity in the young women’s market: WEBSITE Revitalizing the website to be interactive and personalized should be top priority for JCPenney. When users first come to the site, they should be able to log into a JCPenney account and go to a profile page that has personalized recommendations, an avatar, social network integration, and purchase history. To entice users to use their rewards cards, store bought items can appear online right after they make the purchase, creating a personalized digital closet.

JCP REWARDS POINTS Every in store purchase made with the JCP rewards card will earn points. This will serveas a motivational incentive for users to utilize the rewards card.

RECENTLY PURCHASED ITEMS Users can scroll over their in-store and online purchases.

RECOMMENDATIONS Based on previous purchase history, this section will give recommendations for accessories and similar styles.

30

PERSONALIZED AVATAR Once signed in, users will be able to create a profile and avatar as well as have access to online offers profile.

FACEBOOK AND TWITTER INTEGRATION Allows for sharing purchases and habits across social media.

ROTATING CAROUSAL By choosing a category of clothing, users can rotate through styles and easily add purchases to their shopping cart.

 

 

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Nicole  Miller  Shopper   Recommended  because   you  also  purchased:   Small  Canvas  Tote  

Deep  Seating  Cushion   Recommended  because   you  also  purchased:   Chadwick  Sofa  

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FURTHER RECOMENDATIONS IN-STORE EXPERIENCE Observational research completed by Studio320 has conclusively shown that shoppers have difficulty traversing the store. The primary reasons an abundence of inventory, lack of staff, and far too much clutter and disorganization. The issue is extremely discernable in the shoe department, which offers little seating and unnecessarily extensive quantities of shoes. Reducing clutter, designating fitting areas, and widening up the walkways will significantly reduce customer frustration with store disorientation.

DONNA KARAN

CHRISTI A SIRIANO N

Represents every woman and is career oriented

Ready to w ear appeal

SASS AND BIDE Contemporar y street pop fashion

KENSIE

s

Flirty clothing combination

MISS SIXTY

Fun, youthful; great for going out

BCBG

ANNA SUI

Rock out loud fashion

BRANDS JCPenney currently sells many contemporary and classic brands purposed with providing trendy and comfortable apparel at an affordable price. The company has also been taking advantage of white space opportunities by partnering with more fashion forward companies and designers. Because of this attention to trendiness, Studio320 recommends the following companies and designers as potential addition to JCPenney’s current product line, as they are fashion forward and well-known.

Has several micro brands

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MEET THE TEAM We call ourselves Studio320 to remind us of our humble beginnings in the halls of McClelland, room 320. We now work in the Babcock offices, room 3205. These offices provide the setting for the collaboration of award-winning campaigns. Studio 320’s team is comprised of a unique group of individuals, each possessing different skills and backgrounds. To successfully provide tactics in attracting the target demographic for JCPenney, the members of Studio320 thoroughly immersed themselves into “feeling like a woman.” We continually researched and remained up to date with trends with JCPenney and their competition to ensure a campaign that could go far beyond the story inscribed on these 32 pages.

SPECIAL THANKS TO: Dr. Robert Lusch Dr. Linda Price Dean Paul Portney Elizabeth Howard Audrey Hamilton

32

Kate Jensen Scott Button Mike Scher Hope Schau Jan Hardesty

Kelly Leslie Jackson Boelts Elizabeth Tanori

FACULTY ADVISOR Dr. Ed Akerley LEADERSHIP Ryan Jacobs Agency Director Alex Feldman Marketing Director Lauren Streiff Communications Director Josh Weisman Production Director Daniel Mendez Creative Director TEAM MEMBERS Marketing Team Nathan Turner Danielle Zion Brittany Hulstrom Creative Team Tyler Davis Alyssa Moulton Brittney Novelly Communcations Team Aysha Fuller Crystal Gamache



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