JCPenney Campaign NSAC

R E I N V E N T I N G E V E R Y D A Y

UNIVERSITY OF OREGON UPSTREAM ADVERTISING

In-store changes

Website redesign

Build6.......................... 6

......................... 8

ExperiencePop-up stores

Flash mobs

JCP ReDiscover

Branded planes

Mall lounges

Branded buses

Sports

Philanthropy

20............................ 20

................................. 21

........................... 21

......................... 22

.............................. 23

.......................... 23

......................................... 24

............................... 25

ConnectTelevision

Print media

iAds

Microsite

Twitter deals

JCP Rewards

Social media

Mobile application

10.................................... 10

............................... 14

............................................ 15

.................................... 16

.............................. 17

.............................. 17

.............................. 18

.................... 19

Identity

Strategy

Audience

.............. 2

............. 3

........... 4

Media Schedule

Media Budget

Conclusion

Credits

.. 26

.... 28

.......... 30

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We believe that JCP’s commitment is to reinventing themselves, their store, and

their brands every day, but our audience doesn’t necessarily believe this. They need to

understand and believe the direction JCP is going. We will illustrate to our audience who

JCP is in 2012. Their perception of JCP is in black and white and we will add the color. We

will knock down the wall that is preventing our audience from seeing JCP’s true identity,

purpose, and commitment.

The campaign will unroll in three stages:

BUILDWe push JCP. We take things JCP is already doing and push them further. We are not

suggesting they change who they are or what they are doing, but rather, we want to help

them do it better.

CONNECTWe transform perceptions. We help our audience make the connection between

JCP and the message. We tell the world, big and powerfully, about JCP’s purpose and

commitment. When our audience thinks JCP, they will think Reinventing Everyday.

EXPERIENCEWe drive the message home. Our audience is inspired by action. It helps them transition

from understanding to believing. The ability to witness what JCP is doing takes Reinventing

Everyday from a claim to a commitment. Interaction with the audience gives the brand a

personality — a personality that makes the message more genuine. The message no longer

just simmers in the audience’s consciousness, it resonates.

JCP is Reinventing Everyday.

02 03IDEN

TIT

YST

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YJCP IS REINVENTING.WE’RE TRANSFORMING PERCEPTIONSAND MOVING FORWARD.WE’RE CHALLENGING THE NOWAND BELIEVING IN SOMETHING BETTER.

REINVENTING IS AN ACTIVE VERB.WE DON’T FOLLOW, WE LEAD. BEYOND THE MALL AND THE FLUORESCENT LIGHTS,WE’RE TAKING WHAT’S BEEN DONEAND MAKING SOMETHING NEW.BECAUSE WE DON’T SETTLE FOR SECOND PLACE.WE’RE RETHINKING RELATIONSHIPS.REINVESTING IN WHERE WE ARE

AND WHO WE AREEVERY DAY.

IT’S THE EXPERIENCE THAT DEFINES US.IT’S NOT ENOUGH TO TELL WHO WE ARE.

WE MUST SHOW IT.

All sources are cited on page 32.*sees JCPenney as stale and outdated.

After primary research and focus groups, it is apparent that they perceive JCPenney as the same store they visited as a child for back-to-

school shopping. Their current perception lies

between the Saturday Night Live “Mom Jeans”

skit and the reference in Zoolander — “It’s the

Cheryl Ladd collection and I got it at JCPenney.

On sale!”

These aspects lead them to see JCPenney

as a part of nostalgic American culture, causing

them to believe JCPenney is stuck in the past.

They know JCPenney offers affordable style

because they see the discounts in the weekly

ads, yet they don’t always shop there. They

visit specialty stores like J.Crew and Ann Taylor

Loft before they peruse JCPenney’s selection.

Why? Because they don’t believe JCPenney

offers what they want culturally, or in product

selection. This perception is what the campaign must transform — starting by encouraging the use of “JCP” in place of the store’s full name to give a fresh brand image.

61percent are married

85percent of all purchases are

influenced by women

54percent have children

33percent are working mothers

Our audience...

They are in different career stages:

They are the fastest growing demographic on social media

networks. They use social media to connect with old friends and

family. The internet is their primary source of entertainment.

women age 25-34 in America20 million

There are

As a whole, they are impulse shoppers who are extremely influenced by branding. The shopping environment and customer service are valued just as much as the merchandise.

56% say they “really enjoy clothes shopping”

62% say they rarely pay full price for clothing

46.5%48.4%22.4%48.0%

are employed full-time

are white-collar workers

work at home

said they are happy with their job and career

Their lives are heavily scheduled, so time is valuable.

53% of adults age 25-34 have watched a video

on YouTube or Hulu in the past week

32% don’t mind watching short ads before an

online video

49% are friends with a company or brand on Facebook

52% watch live TV programming

46% have a DVR

90% have a cell phone

51% of adults 25-34 have a smartphone

23.0% are students

29.6% have a college degree

is between the ages of 24 and 35.These women have their own distinct values, aspirations

and attitudes towards a wide variety of products

and services.

is in different stages of life. Levels of personal and professional goals define and

differentiate our audience.

is most likely to live in metro areas in the southern

or western United States.

is technological.

is motivated.

is fashion-conscious.

They like brands that

understand and appeal

to them or their families

with genuine ads.

is redefining motherhood.

26.1% are Hispanic

15.6% are African

American

is diverse.

I love the variety of

department stores, but

I feel like I have to work

to find what I want.

Everything is too cluttered.

Anna, 33

My mom would

take me there

when I was little,

but now I don’t

shop at JCPenney.

Kirsten, 26

04AU

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The 1,108 JCP stores are the stage for reinventing

the shopping experience. They need to portray the

reinvented soul of the brand. JCP has announced an

ambitious national plan to renovate their stores,

but we believe JCP needs to push itself further.

Through focus groups and immersing ourself in our

audience, we believe the overarching goal for a store

remodel should enhance customer experience and

perception of the brand. Currently, JCP plans to create the

feeling of a store-within-a-store, while highlighting private

labels with brand-tailored areas. This remodel targets

specific customer needs and makes JCP a more attractive

destination for brands. However, there cannot be a visual

disconnect between the private label spaces and the rest

of JCP. It is imperative that these branded areas and JCP

spaces enhance the shopping experience equally.

In areas outside of private labels, there still needs to

be a feeling of a store-within-a-store. We suggest that

JCP carefully considers the customers in each distinct

section and tailors the design specifically to the people

that will be shopping in each section through color and

design. Make the children’s section bright, fun and

interactive. Get rid of frills in the men’s section, and make

it easy to find what they need. Most importantly, make

each section feel distinct. Make the customer think:

“JCP reinvented this area for me.”

In-store changes80

percent of our audience

wants faster checkout

for long lines

68percent of our audience wants

larger dressing rooms and

better lighting in a store

This is the current disconnect

between the private brand space

and the unchanged JCP space.

JCP must establish a cohesive flow

through all departments.

BUILD

*

For those who have

not shopped with us

recently, customers

will see it as a new

day for JCPenney.

Myron Ullman JCP chairman & CEO

0706BUIL

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men women young men juniors kids baby shoes accessories home store

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REINVENTING EVERYDAYJCP is working hard to provide you with a more engaging shopping experience, both online and in-store.

Learn more about the changes we’re making and tell us how we can help reinvent your everyday.

FRESH STYLESTake a peek at the latest

spring styles featured in our

new spring catalog

HIS AND HERSFind the perfect date night

outfit with coupons and

markdowns for for the smart

and savvy couple

SPRING HAS SPRUNGThe sun is out, the grass is

green and all JCP outerwear

is 30-60% off!

COMPANYabout JCP

careers

investors

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SHOPPINGview your cart

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gifts and registries

SERVICESJCP rewards

store locator

customer service

contact us © JCP Media L.P., 2012. All Rights Reserved.


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$40.00

Soft, luxurious cashmere with tubular trim,

rolled edge at cuffs and hem. Long sleeves.

Hits at hip. Import. Available in select stores.

SIZE: QUANTITY:

ALSO VIEW...Liz Claiborne

Striped Top with Woven Tiers

$27.00

PAIR WITH...St. John’s Bay

Patch Pocket Twill Jacket

$44.00

ALSO VIEW...Worthington

3/4-Sleeve Boatneck Sweater

$32.00

tops and tanks

shirts and sweaters

jackets and blazers

coats

pants and jeans

shorts and capris

dresses and skirts

swimwear

activewear

lingerie and sleepwear

purses and accessories

shoes

view all

shop by size

shop by color

shop by brand

ALTERNATE VIEWS

ADD TO CART

CASHMERE CREWNECK

COMPANYabout JCP

careers

investors

press room


track your order

coupons and offers


SERVICESJCP rewards

store locator

customer service


52percent of women 25-34 have

made a purchase online in the

last week


view your cart

track your order

coupons and offers





new spring catalog




and savvy couple



is 30-60% off!

COMPANYabout JCP

careers

investors

press room


track your order

coupons and offers


SERVICESJCP rewards

store locator

customer service



view your cart

track your order

coupons and offers





new spring catalog




and savvy couple



is 30-60% off!

COMPANYabout JCP

careers

investors

press room


track your order

coupons and offers


SERVICESJCP rewards

store locator

customer service

contact us © JCP Media L.P., 2012. All Rights Reserved. Website redesignTo truly showcase the reinvented JCP, we need to

remodel its online presence. The website needs to match

the functionality of specialty store websites by eliminating

clutter and providing users with a clean and easily navigable

interface. Product pages will display retail information in a

simple and modular layout, allowing users to browse with-

out being bombarded with unwanted information. At the

bottom of each page, users will be provided with optimized

suggestions for related products based on shopping patterns.

Bold in its simplicity, JCP’s website caters to the viewer

by prioritizing user experience and including these features:

• Simple navigation at the top and bottom of each page

meant to guide users to all products and services

• Central and prominent logo placement to emphasize

JCP’s renewed brand image

• Rotating central images to direct users to crucial content

• Links and images optimized to guide users toward

suggested products and departments based on

shopping patterns and consumer preferences

• Space dedicated to corporate endorsements, where

sponsors and partners can achieve brand recognition

without interrupting user experience

• Like JCP’s current site, content will be available in Spanish

EVALUATION: With the redesign of the JCP website, we

will measure its effectiveness through optional surveys and

increased online purchases.

30percent of our audience

uses the internet to plan and

research sales and styles before

their shopping trips

0908BUIL

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LOGO REDESIGNJCP must evolve its recently redesigned logo by exercising a

diverse color palette. This will give JCP the flexibility to change

with the seasons and break away from stale perceptions of the

traditional department store. Red is still used to honor JCP’s

rich heritage, but utilizing a range of carefully chosen colors

will help positively differentiate JCP from its competitors.

BUILD

Television is the way we saturate our audience with our core idea: JCP is Reinventing Everyday. It is intended to help

our audience understand who JCP is in 2012, and to build a foundation for all other tactics. Our television ads will broadly

and powerfully communicate Reinventing Everyday, which allows our other tactics to build a deeper connection and

understanding with the audience. These are the three levels of reinvention that will air simultaneously throughout the

year on Fox, NBC, ABC, ABC Family, Food Network, TBS, and the Discovery Channel:

TV is the campaign’s megaphone.

CONSTANTLY EVOLVING

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CONSTANTLY REINVENTING

Although the audience’s current

perception of JCP is static, JCP has

been reinventing itself for the last 109

years and continues to today. The store

was founded on the American frontier

in Kemmerer, Wyoming in 1902.

Between that moment and now, JCP

has reinvented itself over and over. We

aim to convey to the audience that their

perception of JCP isn’t who JCP always

has been, is now, or is going to be

in the future.

HISTORICALLY ICONIC

We show people who inspire

JCP with their boldness to reinvent

everyday — people like Neil

Armstrong, Rosa Parks, and Bill Gates.

It would be presumptuous to draw a

comparison between their momentous

achievements and JCP’s reinvention of

retail, instead of making connections

between our actions, we are aiming

to emphasize our shared beliefs. Our

shared vision of the world has led us to

strive to work harder and provide more.

SIMPLY EVERYDAYCalled the Personal Reinvention

Series, these ads aim to foster an

audience understanding that JCP’s

desire is not only to reinvent itself,

but to help the audience reinvent

themselves as well. The personal part of

the commercials fits with the experience

portion of the campaign because the

audience is seeing JCP out in the real

world making reinvention happen

for individuals.

RFI iTVOur cable commercials will also feature the newest RFI iTV technology

which displays an iTV ad overlay that invites viewers to respond to special offers. Viewers can simply click their remote to request information about sales, free catalogs and coupons by mail. This inventive technology allows JCP to interact with consumers on a national cable footprint.

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Reinvention isn’t new for us. This isn’t a moment or a

turning point — this is who we are.

One-hundred ten years ago, we emerged from the Rocky

Mountains, founded by people who challenged now in pursuit of

tomorrow. People that left the lives they knew in the East for uncer-

tainty and possibility in the West. People who defined reinvention.

In the last century, Americans haven’t stopped reinventing,

and neither have we.

We didn’t just appear at shopping malls — we helped

create the shopping mall.

We brought stores together for you — to make your

everyday better.

It’s time to create again. We were founded in the soil of

reinvention, we are committed to digging deeper.

We believe that the way it is isn’t an acceptable answer for

the way it should be; the power of today is its ability to make a

better tomorrow. The new year isn’t a chance to reinvent — the

new day is.

And if you don’t believe us today, you will tomorrow.

JCP. Reinventing Everyday.

1902 1924 1956 1983

2005 2012

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As part of the Personal Reinvention series, customers will submit proposals about

how JCP can reinvent things in their lives. Proposals ranging from humorous to

heart wrenching will be selected and brought to fruition. The customer reinvention

will be documented and used to make 30 to 60-second TV spots. A large number

of these ads will be made, and each one will run only a few times. We want our

audience to see JCP repeatedly reinventing peoples’ lives to increase the likelihood

that they will connect with what they see. The full-length versions will be available on

reinventingeveryday.com and YouTube.

HISTORICALLY ICONIC SIMPLY EVERYDAY

NEIL ARMSTRONG ROSA PARKS BILL GATES

We aren’t taking one small step for man, or one

giant leap for man kind. We aren’t breaking down

society’s barriers or building a machine that will

change the world.

But we are inspired by the people who did.

Inspired to ask questions.

To demand something better.

Is the way it is, the way it has to be?

We think not.

A store can provide more than clothes —

It can understand what you need.

A child can have fun.

A woman can feel beautiful.

And a mom can feel at ease.

For us it’s a commitment, a promise.

JCP. Reinventing Everyday.

24Our audience members are

heavy magazine readers —

24 percent above average


has seen a magazine ad

in the last week

Print media and mobile iAds

Our audience members, ranging from brides and

fashionistas to stay-at-home moms and career women,

are highly interested in magazines. Based on these

different life stages, we will place ads in magazines that

have strong circulation among high-fashion oriented

readers like Glamour, Cosmo, Real Simple, and Brides. In order to ensure a wide reach for JCP, we will

incorporate two different sets of print ads to target

audience members who are heavily invested in fashion

as well as those going through major life transitions.

With iAds, we will introduce users to the reinvented

JCP brand and show them that shopping can be even

better with JCP. Users can learn about, experience, and

download our app immediately without leaving their

current screen. This allows us to reach our audience

with unmatched impact and precision.

EVALUATION: We will post-test the ads to

see if they emotionally resonated with our audience.

Measurement of effectiveness for iAds will be based on

reaching a determined viewership goal.

DARING BRASH GUTSYDYNAMIC INDUSTRIOUS PURPOSEFUL

UNTAMED UNRESTRAINED EXTRAORDINARY AMAZING INSPIRING RARE STUPENDOUS.

Imagine something...

Imagine tomorrow, exactly the way you want it.

REINVENTING EVERYDAYreinventingeveryday.com

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IMAGINE AD

This ad corresponds with JCP’s bold steps and connects

emotionally with our audience. This typographic ad evokes

imagery of how readers can reinvent themselves everyday.

This ad is intended for magazines such as Parents and

Brides for women who are transitioning to new stages in

their lives.

This style of ad highlights the newest brands and styles

JCP has to offer. The ad is comprised of three consecutive

magazine pages that shake up the typical magazine spread.

The last page shows a woman in JCP clothes, happy and

spirited. The two preceding pages show the same woman

with the area around her face cut out, allowing the reader to

turn the page and change the outfit of the woman while still

seeing the same face. The single face binds the three pages

together as one ad for the reader. The above series is only

one example of how this non-traditional format can be

implemented to reflect our message of reinvention.

While this style of ad represents an opportunity for JCP

to reinvent the traditional print ad, it is also a chance to

encourage consumers to reinvent their own wardrobes. In

each set of corresponding ads, the model will reimagine a

classic wardrobe staple — in the above case, the little black

dress — by pairing it with different shoes and accessories

from JCP. This way, JCP can show a range of products while

enabling viewers to express individuality and unique style.

The model will change style, age and gender based on

which magazine it is printed in. The clothes will also change

based on the season to showcase the latest styles at JCP.14CO

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REINVENTING YOUR STYLE AD

ABOUT | PRESS ROOM | JCPENNEY.COM

© JCP Media L.P., 2012. All Rights Reserved.

TALK TO USHow can we help

reinvent your everyday?

BOOK YOUR FLIGHTJCP and JetBlue are teaming up

to reinvent transportationCHANGE IS GOOD

Explore the newest brands and

latest changes happening at JCP

< <

REINVENTING EVERYDAYChange is good and JCP makes it better. We are committed

to transforming perceptions, fostering creativity and challenging the norm. Take a look around to find out how.

Campaign microsite

The microsite, reinventingeveryday.com, will be

the hub of the campaign. The URL will be featured on every

campaign touch point.

The site will feature an interactive map that will track

the pop-up store tour. Videos and images on the site will

feature our television spots, showcase the transformation

of the JCP sponsored planes and buses, and take a

glimpse at the in-store changes. The microsite easily

links users to the JCP website for a holistic JCP shopping

experience.

This will also be the home of the Personal Reinvention

Series. Here customers can submit their ideas, view other

submissions from Facebook or Twitter, and see the winners.

EVALUATION: JCP’s web presence will be measured

through social media responses, ComScore and other

analytics.

26percent of our audience has

clicked on an ad on a social

networking site in the past month


heavy exposure to Internet —

more than 3 hours a day

30percent of adults 25-34 have

entered a sweepstakes from a

company/brand to win prizes in

the last week

Twitter deals

JCP already has a rewards program, but we

need to increase the rewards to reinvent our

customers’ department store experience and

maintain loyalty and trust. The new program

will differ from JCP’s current rewards program

by rewarding customers every time they make

a purchase, no matter how small. This will

propel JCP ahead of competitors, encourage

more frequent visits, and create new ways for

customers to experience the department store.

EVALUATION: Measurement will be made by

monitoring the use of JCP Rewards.

87percent of our demographic

prefers loyalty discounts for

repeat customers

16 17

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The Twitter page and microsite will

feature interactive retweeting discounts where

consumers can tweet an item to lower the price.

Each week, items will be posted on the

mircosite and tweeted out, stating the amount

each item will decrease with each retweet.

When the retweet count is met, the sale is

available for everyone.

JCP Rewards

*IT’S A DEAL!

IT’S A DEAL!

IT’S A DEAL!

IT’S A DEAL!

TWEET DEALS

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sit amet, consectetur

adipisicing elit, sed

do eiusmod tempor

incididunt ut labore

et dolore magna

aliqua. Ut enim ad

minim veniam, quis

nostrud.

SALE $32.00

Originally $39.99

SALE $44.00

Originally $66.99

SALE $29.00

Originally $39.99

SALE $42.00

Originally $65.99

SALE $24.00

Originally $42.99

SALE $35.00

Originally $46.99

SALE $34.00

Originally $49.99

SALE $39.00

Originally $54.99

SALE $24.00

Originally $32.99

Social mediaJCP’s Facebook fan page and Twitter account will be utilized

to drive all promotions. The pages will be updated to match the

design of JCP’s new website and in-store changes. Tweets and

status updates will leak locations of flash mobs, send discounts to

followers and fans, promote the pop-up store tour and connect

those not in Dallas with the JCP ReDiscover Benefit Concert (see page 21). JCP’s Facebook store will allow users to stop and share

outfits with selected friends, evolving Facebook into a more

intimate and interactive shopping experience.

We will stimulate conversation and participation in our

personal reinvention series through social media. Customers are

encouraged to submit their own ideas about how they wish

to reinvent their everyday. Entries can be submitted through

Facebook, on Twitter and through the microsite.

EVALUATION: We will utilize Klout to monitor the

effectiveness of our tweets and Real Analytics for Facebook, as well

as increased purchases through our Twitter deals and discussions on

our Facebook page.


members have

social network profiles


visited the profile of a company

or brand in the last month

FREE SHIPPING OFFERS• Freeshippingonordersof$69andup• Freeshippingandreturntostorewithnominimumpurchase

required

REINVENT ONLINE SHOPPINGJCPisreinventingyoureveryday.Tellushowyou

wanttoseeyourworldchangeandwewillmake

ithappen.Explorethechangeswe’remaking

andshareyourideashere.

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COPYRIGHT + LEGAL NOTICE | PRIVACY POLICY

© JCP Media, Inc., 2010. All rights reserved.

Facebook App by Usablenet

MEN

WOMENYOUNG MEN

JUNIORSKIDS

BABYSHOES

ACCESSORIESHOME STORE

SALESHOP AND SHARE

Shopfortheessentialsandsharethemwithyour

friends.Findnewlooksperfectforeveryoccasion.Order

nowandgetfreeshippingonournewbrands!

Mobile app

The current JCP application needs an updated

interface to match the Reinventing Everyday campaign.

The new app will incorporate features such as an

interactive Look Book in addition to the features of

the current app. The Look Book lets users easily shop

for different JCP styles and build outfits for any

occasion by mixing and matching pieces of clothing.

Users can upload an outfit to their Facebook

profiles to connect our social media platforms and

mobile campaigns in one place. Seasonal deals will

be offered on the app, along with daily deals and

other coupons to let customers know about JCP’s

latest sales.

19

60percent of our audience members

have downloaded an app on their

smartphone in the last month

42percent of women 25-34

compare prices on their

smartphone while shopping


members with smartphones

have browsed the Internet on

their phone in the last 30 days

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*


visited a bar or nightclubs in

the past four weeks

Along the tour, we will feature spontaneous

flash mobs at bars and clubs in every city. These

surprise fashion shows will feature models

wearing JCP clothing. The models will interact

with the customers, distributing time-specific

discount coupons, offering food and drink

specials, and handing out iPad 2s to trivia winners.

Flash mobs

Pop-up stores realize JCP’s vision of a reinvented shopping

experience by providing a unique brand interaction.

Four pop-up stores will tour the country, visiting 33 cities

over a five-month period. Each tour will stay two weeks in each

city and spend four weeks on set up, take down and travel time.

The locations were chosen based on the largest populated areas

and their concentration of women in our audience. In each city,

a highly populated area with high foot traffic will be chosen to

erect the pop-up store. A single store is a 3,848 square foot

dome (70’ x 35’) full of selected men and women’s clothing for

pedestrians to purchase.

The pop-up store tours will simultaneous start in Los

Angeles, San Francisco, Miami, and New York and conclude at

a benefit concert in Dallas, TX, near the JCP headquarters. Each

tour will have a branded bus and cargo hauler, ten paid workers,

and drivers who will all function as marketing representatives,

store employees, and labor crews for the domes. We have a

detailed and budgeted PR plan to promote the pop-up stores

when they are in each city.

EVALUATION: Pop-up store success will be measures

through employee reports of attendance, amount of apparel

sold, event atmosphere, and social media conversation.

Pop-up stores

20EXPE

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The tour will conclude in Dallas, TX, with the

JCP ReDiscover Benefit Concert. This event will be a

massive JCP sponsored all-day concert with broadcasting

and partnership support from The Discovery Channel. The ReDiscover event will take place at the Dallas

Cowboy Stadium with headlining artists. We will sell

up to 100,000 all-day event passes that will be promoted

and sold throughout the tour. The four pop-up stores

will surround the stadium, along with food and beverage

vendors, and side stages for smaller bands. The broadcast

will feature segments on the ongoing JCP reinvention

process. All profits from the event will benefit

education charities.

EVALUATION: Concert success will be measured

through the number of tickets purchased, social media

interaction and funds raised for our educational charities.

JCP ReDiscover Benefit Concert


watched the Discovery Channel

in the past week

21

EXPER

IENC

ESan Francisco, CA

Los Angeles, CA

Phoenix, AZAlburqurque, NM

Denver, CO

Oklahoma City, OK

DALLAS, TX

Austin, TX

Miami, FL

Atlanta, GA

Charlotte, NC

Washington, D.C.

New York,

NY

Boston, MA

Pittsburgh, PA

Detroit, MI

Indianapolis, IN

Chicago, IL

Minneapolis, MN

Nashville, TN

St. Louis, MO

Kansas City, MO

New Orleans, LA

Memphis, TN

San Diego, CA

Las Vegas,

NV

Portland, OR

Seattle, WA

Spokane, WA

Missoula, MT

Boise, ID

Salt Lake City, UT Omaha, NE

Mall lounges

8plane trips are taken per year

by our audience for business

and pleasure


taken a round trip domestic

flight in the last year

During the three months with the highest shopping

traffic, JCP will place branded lounges inside 250 shopping

malls where our stores are located. The lounges will say

“JCP: Reinventing Everyday” to remind our audience of

the progression of JCP styles and in-store experiences.

Aside from allowing for our customers to experience

our reinvention outside of the store, we are providing a

comfortable spot for shoppers to relax within the mall. The

products used in the lounge will entice passersby to check

out the store itself and see JCP’s in-store transformation.

EVALUATION: The success of mall lounges will be

measured through increased daily foot traffic in stores and

social media interaction and discussion.

Similar to the JetBlue planes, we will reinvent the

way our audience travels through the city by improving

the public transportation experience. JCP will be

redesigning the interior of city buses, making the bus

more comfortable, enjoyable and fun. Each JCP bus

will also feature a bus wrap displaying the JCP logo.

We will be redesigning 100 buses in 30 cities. Each

city will have multiple JCP buses, dependent on the

population of each given city. It’s about reaching into

customers’ everyday lives and providing reinvention.

Branded buses*Branded planesDomestic plane flights, like department stores, are stuck

around a pre-defined model. JCP wants to reinvent more than just

the shopping experience, that is why they will be partnering with

JetBlue to enhance the travel experience. The JetBlue brand is

focused on bringing humanity back to air travel and raising the bar

for the in-flight experience.

With this common strategy in mind, both brands will benefit

from each other’s messages of reinventing. JetBlue has had

previous corporate partnerships and demonstrated a willingness to

feature other brands on their planes. We plan to use JCP branded

planes to create a powerful connection between reinventing

the experience and JCP. The planes will all be repainted with

JCP logos and campaign tag lines. The interior of the planes will

also be branded and enhanced to increase the overall comfort,

atmosphere, and experience beyond what JetBlue already provides.

One each JCP plane, the number of seats in each row will be

reduced from three to two to allow for more space and comfort.

During the in-flight experience, our audience will be able

to interact with JCP through in-flight ads on the entertainment

monitors, as well as iPad 2 catalogues and magazines in seat backs.

During these plane flights, customers will have a universal 50%

price reduction on all online purchases made from JCP.com while

in flight. There will also be giveaways including in-store discounts,

commodities such as JCP pillows, blankets, and earphones, and

a chance to win an all-expenses-paid trip to the JCP ReDiscover

Benefit Concert during each flight.


has noticed ads on public

transportation in the last week

EVALUATION: Effectiveness

of the JCP transportation

changes will be measured by

social media reactions and

optional surveys available

on planes and buses.

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38 percent of our audience

follows the MLB

49 percent of our audience

follows the NFL

66percent more women watch

the Superbowl than the

Academy Awards

Sports promotions

Our audience is not expecting to be targeted at

sporting events, yet nearly half of all attendees at National

Football League and Major League Baseball games are

women. By being one of the few brands to reach out to our

audience at sporting events, the message of reinvention is

enhanced.

At every NFL game in 2012, we will reinvent the game

day experience for a “nose bleed section.” JCP will reinvent

fans’ experience by sponsoring one of the less desirable

sections. Each fan will receive a variety of complimentary

items, including team-specific JCP t-shirts and gift cards,

plus free drinks and food. The section, decorated with JCP

signage and seat cushions, will be celebrated during every

game on the stadium video screens to inform all attendees

that JCP is reinventing the viewing experience for a “nose

bleed” section.

JCP will sponsor league-wide “ladies’ nights” on two

Saturdays throughout the season. All MLB teams play

on Saturdays and these are the highest attended games.

Every stadium will be fully branded with JCP signage. The

games will function partially as “ladies nights,” featuring

one free drink for all women in attendance. All women

are automatically entered into giveaways that take place

throughout each game. Winners will be given JCP swag

and gift cards.

EVALUATION: The success of sports promotions will

be measured through successfully strategic distribution of

giveaway items, overall atmosphere of the events, increased

unique sporting purchases, social media reactions and exit

surveys.

65percent of Americans are

willing to switch to a brand

associated with a good cause


believes in supporting causes

when they shop

Giving for education

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EVALUATION: We will

utilize Tools and Resources

for Assessing Social Impact

(TRASI) and monitor social

media interaction and

evaluate the amount raised

for each charity.

PENNEY DAYS

Once every fiscal quarter, one penny

of every dollar of merchandise sold will be

donated by each JCP store to a local charity.

These four days will happen on a national

level, but will show JCP locally supporting

the community. Local JCP managers will be

responsible for choosing which charitable

organization to donate to.

LUNCHBOX.ORG

Mothers in our audience care about

their child’s nutrition. JCP will support a

reinvented school lunch program founded

by Chef Ann Cooper. School lunches are the

only meal that can be guaranteed for every

child. The Lunchbox is a non-profit dedicated

to improving students’ health by providing

school lunches with a balanced nutrition.

REDU AND DONORSCHOOSE.ORG

REDU is an online forum that

unites voices dedicated to rethinking

education. DonorsChoose.org supports

schools by providing a platform to sponsor

projects that improve learning environments.

From providing supplies to playground

equipment, DonorsChoose.org aims to satisfy

the needs of children in the US.

GLOBAL CAMPAIGN FOR EDUCATION

The JCP education charities are intended

to help reinvent educational possibilities, but

reinventing education extends beyond the

United States. Since Global Campaign for

Education started in 1999, 40 million more

children have been able to access school.

Every child deserves a quality education, no

matter where they live in the world.

EDUCATION CHARITIES: Education is dear to our

audience’s heart —

54 percent have children.

Supporting education

demonstrates JCP’s

commitment to Reinventing

Everyday. Education is the

springboard for any

reinvention. JCP will buy

ad time for all charities and

brand them with logo

and tag line.

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27 2928 30 31 3332 34 35 3736 38 39 4140 42 43 4544 46 47 4948 50 5251

JANUARYDECEMBERNOVEMBEROCTOBERSEPTEMBERAUGUST

1 32 4 5 76 8 9 1110 12 13 1514 16 17 1918 20 21 2322 24 2625

MAYMARCHFEBRUARY APRIL JUNE JULY

26MED

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CH

EDU

LE

27

MED

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HED

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TELEVISION PRINTEVENTS INTERNETOUT-OF-HOME

REDU project

School lunches

Penney Days

Transit wraps

Branded plane

MLB

NFL

JCP App

Microsite

Mall lounges

JCP ReDiscover

Flash mobs

EXPERIENCE

CONNECT

National TV

Cable TV

RFI iTV ads

Brides

Cosmo

Glamour

US Weekly

Parents

Real Simple

iAds

Twitter deals

Facebook.com

Magazine websites

TV websites

Hulu.com

Pandora.com

REDU project

School lunches

Penney Days

Transit wraps

Branded plane

MLB

NFL

JCP App

Microsite

Mall lounges

JCP ReDiscover

Flash mobs

EXPERIENCE

CONNECT

National TV

Cable TV

RFI iTV ads

Brides

Cosmo

Glamour

US Weekly

Parents

Real Simple

iAds

Twitter deals

Facebook.com

Magazine websites

TV websites

Hulu.com

Pandora.com

TELEVISION PRINTEVENTS INTERNETOUT-OF-HOME28M

EDIA

BU

DG

ET

29

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IA BU

DG

ET

Print media$20.62 million

Web presence$1.325 million

Sports promotions$4.8 million

Philanthropy$6.657 million

Mall presence$1.8 million

Branded plane$4.5 million

Commercial video

$50.1 million

Interactive outdoor$10.198 million $100

million

CONNECT

Commercial videoNetwork TVCable TVRFI iTV adsTV productionTV station websitesHulu.comPandora.com

Print mediaProductionMagazinesMagazine website banner ads

Web PresenceiAdsApp updateJCP.com updateMicrosite developmentTwitter Facebook

EXPERIENCE

Branded PlaneJetBlue partnershipOutside plane designInterior plane remodelBlankets/pillows/extrasIn-flight adsIn-flight iPad 2 catalogsIn-flight giveaways

Sports PromotionsNFL sponsored sectionsNFL food and drink couponsMLB “ladies’ nights”

Mall PresenceJCP loungesJCP signage

Interactive OutdoorPop-up store tourDomes Outdoor PRSetup costsLaborTravel expensesFlash mobsDrink specialsModelsiPad 2 giveawayCouponsPublic transit wrapsOutside designInterior remodelJCP ReDiscover Benefit ConcertDiscovery Channel/advertising

PhilanthropyREDU partnershipGlobal Campaign for EducationSchool lunchesPenney days

TOTAL BUDGET: $100 million

................................ $50,100,000...................................................... $24,700,000

........................................................... $15,300,000......................................................... $4,500,000

.................................................... $1,800,000........................................... $1,200,000

............................................................. $1,400,000...................................................... $1,200,000

.................................... $4,800,000........................................ $2,560,000

.................................. $440,000.............................................. $1,800,000

.............................................. $6,675,000.................................................. $1,992,000

.......................... $1,992,000....................................................... $1,673,000

............................................................ $1,000,000

............................................. $1,800,000............................................................ $1,400,000.................................................................$400,000

................................. $10,198,000...................................... $4,019,000

........................................................................ $895,000................................................................ $768,000................................................................ $490,000

........................................................................... $534,000....................................................... $1,332,000

.................................................... $979,000............................................................. $712,000

............................................................................ $8,000...................................................... $255,000

......................................................................... $4,000.................................. $2,000,000

....................................................... $1,500,000........................................................ $500,000

............... $3,200,000........................... $1,000,000

........................................... $20,620,000............................................................. $480,000........................................................ $19,720,000

........................... $420,000

......................................... $1,325,000...................................................................... $1,000,000

.............................................................. $25,000......................................................$120,000

........................................ $180,000.................................................................................. $0

............................................................................. $0

........................................ $4,500,000............................................ $1,500,000

........................................... $700,000......................................... $400,000......................................... $323,000

........................................................... $800,000 ...................................... $600,000

................................................ $176,500

*This is not a spring or back-to-school campaign. It is more than a

campaign, it is a commitment — a movement. Reinventing Everyday is a

constant progression that sustains JCP beyond the fiscal year. This is an

opportunity to redefine who JCP is.

As our audience interacts with JCP throughout the campaign, their

stale perceptions will change and JCP will earn their loyalty. We will not

alienate existing customers because reinvention is an idea that transcends

generations. A better shopping experience — one that is more personal,

interactive and fun — is something every customer wants.

No department store has ever been this bold. By focusing on more than

retail and revealing the true soul of JCP, we create an emotional connection

with our audience. But it doesn’t end there.

JCP can’t shy away from this commitment in the days, months and

years to follow. JCP must constantly challenge what they provide customers

and embrace Reinventing Everyday.

This isn’t the end.

31

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JCP IS REINVENTED.WE’VE TRANSFORMED PERCEPTIONSAND EXPOSED A NEW PLAN.

TAKEN A STANDAND MADE EVERY DAY MATTER.

WE’VE PULLED BACK THE CURTAINAND DELIVERED AN EXPERIENCE.

TOLD IT LIKE IT ISAND SHOWN HOW IT SHOULD BE.WE’VE CHALLENGED THE NOWAND EMBRACED A COMMITMENT. TOMORROW WILL BE BETTER THAN TODAY.

THIS IS WHO WE ARE.JCP. REINVENTING EVERYDAY.

Mintel Reports US Mobile Phones (02/11); US American Lifestyles (01/11); US Baby Boomers and Vacation (12/10); US Family Vacations (12/10); US Attitudes to Internet and New Media Marketing (10/10); US Attitudes Toward Traditional Media Advertising and Promotion (09/10); US Airlines (05/10); US Social Networking (02/10); US Travel Market (01/10); US Marketing to Moms (02/11); US Women’s Attitudes Toward Clothes Shopping (12/10); US Media Usage (09/10); US Online Shopping (06/10); US The Influence of Labels on Consumer Choice (05/10); US Travel and Tourism (05/10); US Alcoholic Beverage Trends at Bars and Restaurants (04/10); US Market-ing to Millennials (03/10); US Attitudes of Women Aged 18-34

(07/08). Argentabg Discovery Channel Rate Card (06/10). The Spectrem Group Marketing Women Quick Facts (04/09). Neilsen Research How Women Connect and Engage With Online Video (09/09). European Travel Commission Online Travel Market (02/11). MSNBC Football fanatics and the men who love them (03/09). New York Times Maga-zine Gridiron Girls (01/11). JetBlue JetBlue’s Customer Bill of Rights and Tarmac Contingency Plan (05/10). Technology Reports Airline Quality Rating 2010 by Dr. Dean E. Headley & Dr. Brent D. Bowen (04/10). ABC News The Best and Worst US Airlines (04/10). International Demographics Inc. The Media Audit Program & Report (2011). Consumer Media

Advertising Source Brides Media Kit (2011); Cosmo Media Kit (2011); Glamour Media Kit (2011); Parents Media Kit (2011); US Weekly Media Kit (2011); Real Simple Media Kit (2011). US Census Bureau City and National Population of Women 25 to 34-years-old (2010); State and County QuickFacts (2009). Design Solutions Studio JCPenney — New Store Prototype (2011). USA Today J.C. Penney sells with an attitude (03/06). World Property Channel Featured Column (05/09). Doba Internet Demographics Demand Targeting Women (04/09). Wired Government Stops Shielding Corporate breach “Vic-tims” (03/10). Entrepreneur The Disrupters: Forces Driving Change in 2011 (12/10).

Sources:

CAM GIBLINART DIRECTOR

KELSEY TOWBISACCOUNT PLANNER

CARSON YORKSTRATEGY DIRECTOR

HOLLY SCHNACKENBERGCREATIVE DIRECTOR

SCOTT ROUSSEAU MEDIA DIRECTOR

EMILY PAPPCREATIVE DIRECTOR

HOLLY MURPHYART DIRECTOR

TORI MISSELLMEDIA PLANNER

MELISSA MEIERCONTENT DIRECTOR

DAVE KORANDA FACULTY ADVISOR

NICOLE HYSLOPPUBLIC RELATIONS DIRECTOR

RACHELLE DIGREGORIOACCOUNT PLANNER

STEPHANIE CRIMMEDIA PLANNER

JULIE BASQUEMEDIA PLANNER

THE UNIVERSITY OF OREGON

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Documents

JCPenney Campaign NSAC