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As part of an internship group project, my team had to create a campaign that would increase positive feedback about JCPenney and positively affect their sales- this is what we came up with.
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2013-2014 Campaign
Contour PRPresents
Meet the Team
Emma Martin Liz Villafan Maria Garner
Kate Mahler Kaitlyn Holstine Jerenny Medrano
Client Analysis
Strengths Weaknesses
Threats
Opportunities• Increase in retail sales• Fast fashion & Online
Shopping• Expansion of in-shop stores• Technology & Social Media
Target Audience
Mothers
Kids
Husbands/Men
College Students
Youth 18-25
Objectives
1. Create positive media buzz by having 20 articles published online and print that focus on JCP’s diverse suppliers, promotions, and community involvement before the end of 2014.
2. Strengthen JCP’s online presence by establishing a JCP blog by the end of 2013. The blog will have a minimum of 25 shares per post.
3. Increase JCP’s revenue by 20% by the end of 2014.
Partnership
BeautyCare’s mission is to break the cycle of domestic violence against women and children.
- CelebriTee Campaign- Carrie Underwood- Design Wife-beater- Sold in stores
Cause-related Marketing.
Event Marketing
• College Pop-Up Shop• Preview collection from Joe
Fresh’s and Duru Olowu’s clothing line.
• Fashion show promotion entries
ex. DJ’s, Fashion, Graphic Design, & Interior Design• “Clothes That Care”
donation booth • Social media awareness• Schools:
Promotions
• TwitterFirst 500 people to tweet about the JCP College Shop will be entered in a sweepstake to receive JCP gift cards up to $100 dollars. 25 winners selected.
• InstagramAnybody that instagrams a picture of themselves at the JCP College Shop will be entered in a drawing to win backstage passes + meet & greet passes for an upcoming Carrie Underwood Concert. One winner selected.
Event Marketing
“Clothes That Care” Fashion Show• DJ competition• Back-to-School Fashion Trends• Student Boutique winners announced• Reveal winning student tee designs for Beauty Cares alongside
Carrie Underwood
Media Outreach
MEDIA OUTREACHRadio
Product Placement
Media Value: $ 55, 151 (5 seconds)
Media Value: $ 53,490 (5 seconds)
Fashion Bloggers
• Brand Ambassadors
• Budget aware• College Students
& Moms• High influence• Gifting• BeautyCares pitch
Mommy Bloggers
• Brand Ambassadors– Fashion– Budget friendly
• High influence• Gifting• Disney Premiere• Pitch to Blog
Blogs• Develop JCP’s first
Fashion Blog via Tumblr and share the blog on the website.
• Various trendy outfit combinations by JCP including outfits worn by talents during episodes of “New Girl” and “Modern Family.”
• In-store pick-up promotions.
• News about the “Clothes That Care Fashion Event”
Time Line
Oct. 7th, 2013: JCP College Shop Pop Ups
Dec. 13th, 2013: Clothes that Care Fashion Show
Oct. 14th, 2014 – Boxtrolls Premier
Nov.4th – 22nd, 2013: Student voting for Fashion Show
August 4th – Oct.3rd , 2014: Mommy Bloggers Campaign
Budget
Pop-Up Shop; $2,000.00
Fashion Show; $80,000.00
Promotions; $2,500.00
Mommy Bloggers; $15,000.00
Thank You for Listening!Questions, comments?
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