EXECUTIVE SUMMARY Rebirth Advertising conducted hundreds of surveys in order to accurately understand the perception of jcpenney. From this research we have learned the main issues jcpenney faces include poor perception of store image and merchandise. This campaign will change the way our target perceives jcpenney by showing customers how they have fresh styles that fit into their lives. Women in our target audience are at many different stages in their lives. A majority of these women are balancing a full time job with the responsibilities of being a mother. From our research we identified several misperceptions this audience held. Many people we surveyed described the store as being messy and cluttered and said the clothing was outdated and not appealing to them. The key points of our survey led us to our “Big Idea,” jcpenney is more than a department store, it is a lifestyle. This is shown through our “let life be your runway” campaign where we show women how real people, experiencing real life can still dress as if they belong on the runway. Traditional and non-traditional advertising tactics are the basis of this campaign. We know you are going to enjoy our new and innovative ideas. Just remember to “let life be your runway.”
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