Contents

Executive Summary Industry Overview Industry Analysis Company Analysis Competitive Landscape Research Target Market Campaign Strategy Creative Strategy Creative Elements Media Media Schedule Post Campaign Evaluation & Thank You Meet Appalachian Advertising Bibliography

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Appalachian Advertising is devoted to the development of a cohesive campaign that highlights JCPenneys strengths and works to connect the designated 25-34 year old female target audience to a brand image that has been lost in the clutter over the past years. We would like to thank JCPenney for the opportunity to develop a campaign based on the provided case study and for the platform to present our findings to this group of distinguished individuals.

Executive Summary
JCPenney is a company that has many
opportunities to transform itself into a leading modern department store. JCPenney has everything a modern customer would want or need; however, we feel the message is not getting across in an effective manner. With a new campaign, Appalachian Advertising believes JCPenney can blow their competition away.

The JCPenney challenge is to acquire and retain more female customers ages 25-34, and increase shopping frequency and spending among those consumers. JCPenney has great products for great prices, but we believe JCPenney falls short in the presentation of its store and the products inside. JCPenneys main competition is thought of as cool, modern, and fun; qualities that our research found JCPenney is lacking. Simply having good products for great prices is not enough when attracting this target market. We have developed a new campaign that we feel will help JCPenney improve its image. We have a creative strategy and execution that includes multiple media, such as television, print, radio, internet and promotional mixes that will appeal to the target market as well as other demographics.

1 2

Showcase quality and affordable products that are cool, modern and fun. Create a campaign that will satisfy the needs and wants of the target market.

Goals:

1 2

Acquire and retain more female customers ages 25 to 34. Increase shopping frequency and spending among 25-34 female consumers.

Objectives:

JCPenney is in a transitional phase that is necessary for the stores survival and we at Appalachian Advertising think it is an amazing opportunity for growth. We are excited to partner with JCPenney to unwrap a shopping experience that delivers classic style with a modern twist in a welcoming and fashionable atmosphere.

Industry Overview
The Wide World of Retail
The retail industry includes 3,500 stores with combined annual revenue of $70 billion. This industry is very concentrated, meaning the top 50 companies have nearly 100 percent of the market. Traditional department stores in todays world compete with mass merchandisers, specialty stores, off-price and outlet stores, internet and mailorder retailers, and home shopping networks. As a result of the increased competition, traditional department store sales have declined over the past decade.
Top selling products in department stores include apparel (50% of sales), cosmetics (8%), footwear (7%) and appliances (7%). (First Research, 2010)

Lost in the Crowd

Today, with such a wide range of competition, department stores have to engage in extreme sales promotions in an attempt to increase their share in the market (Rogers, 2009). But, sales promotions can only do so much, as exemplified in the sales trends within the industry. Trends are showing that sales are on the decline for almost all stores, except for discount department stores such as Walmart. Furthermore, sales at most all lower- priced department stores have dropped off. JCPenney, a traditional-style department store within the retail industry, has had one of the greatest sales declines, with a decrease of 16.4% in sales. All in all, the retail industry is not doing well. Department stores in particular need to find a way to stand out to regain what has been lost in the new retail market.

Managing the Economy

The economy is undoubtedly still in a recession, and with this comes the realization that saving money is important and there is a hestiation to spend more than necessary. People are still shopping because it is a way of life, but where they are shopping has changed. There may be fewer shoppers at the mall, but some stores such as Walmart or Target are thriving because of their discount prices. Shoppers may not prefer to shop at discount stores; however, the comfort of low prices is becoming more attractive.

The comfort of low prices is becoming more attractive.

Industry Analysis
More Than Ever, Its Unique Chic That Sells...
As department stores are struggling to attract consumers, it appears more evident than ever that customers are looking for something out of the ordinary. Familiar with the routine of walking the aisles of stores, shoppers need something, or someone, to grab their attention. Michael Baker, a retail and property analyst and consultant of worldwide retail asks consumers, Are you being served? (Baker, 2010). What he is saying, among other things, is that:

For any store to be successful, it has to offer the customers a unique shopping experience.

...And Unique Styles That Attract

Consumers and trends are ever changing, especially within the 25-34 age group. Different fashion lines are constantly hitting the runway and store presentations are starting to take on completely new looks. In addition, technology has changed the way consumers think, and therefore, the way they shop. Shoppers have never been so informed or so connected with stores and their products as they are today. This connectedness is mostly attributed to the growth and expansion in communication technology. Within minutes, a great number of people can be mobilized to visit a store, attend an event or visit a night spot.

A Short Look at 2 Key Trends

Real Time Reviews

Here is a look at two of the ten most evident trends (trendwatching.com) made possible by social media.

Not only is urbanization growing and changing consumers thought processes but so is the emergence of real time reviews. Consumers are now constantly connected with the online world where they can discuss the latest products, clothes, and brands. People are sharing everything they do, states the report from trendwatching.com. This often include everything about the consumers shopping trip, including the stores that had the best sales or which stores had the poorest selection.

Profile Mining

Profile Mining is another trend that can be especially effective when trying to reach consumers. According to the report hundreds of millions of consumers maintain some kind of online profile/presence. For companies, this means the most effective way to appeal to individual consumers is through direct advertising. Not Youtube, Twitter, Blogger, and only is this a cost efficient method, but it Facebook are just a few of the ways tprovides a personal connection with the consumers can maintain an online presence. consumer.

Its a Battle of the Brands, But

Department stores are in a battle to carry the most brand name products and designer labels. The trend among consumers is shopping at department stores with well-known brands and quality products at great prices. Just as important as brand labels is the shopping experience itself, including the presentation of the products. Throughout the past ten years, the importance of store presentation, such as the way a store looks, feels, or appeals to a consumer, has changed. Those stores that understand this have great influence on the purchasing patterns of all consumers. The traditional department store look, with bland colors, overstocked shelves, and poor lighting are unappealing in the young consumers mind, particularly those between ages 25 to 34. What attracts customers today is a uniquely designed store that presents the products in an engaging and appealing manner. Two stores that exemplify this trend are Urban Outfitters and Anthropologie. Both stores have a layout that is modern and unique and provide the customer with a shopping experience that is reflective of their brand.

So, where does

JCPenney

fit in all of this?

Company Analysis
JCPenney, whose origins can be traced back to Kemmerer,
Wyoming in 1902, wants to be viewed as an American hotspot for retail. The first goal is for JCPenney to be the place for customers to get their favorite apparel, accessories and home fashions. The second goal for the shopping experience itself is to go beyond customer satisfaction to customer delight. The final goal focuses on the exceptional performance of the entire company to produce the greatest growth in the department store industry (JCP case study - long range plan fact sheet).

JCPenney is one of the largest e-commerce retailers in the United States.

For starters, the company has a strong distribution network, a large retail network, is the largest catalog merchant of general merchandise and is one of the largest e-commerce retailers in the United States (Datamonitor). JCPenney offers products from manufacturers such as Levis, Dockers, Carters, Alfred Dunner, Southpole, Easy Spirit, Nike, and Van Heusen. Additionally in 2008, the companys added Le Tigre and Messages from the Heart by Sandra Magsamen, to its national brand portfolio. JCPenney has also partnered with other popular brands and has become the exclusive retailer for some of todays most prominent designer labels. The companys exclusive brands include Liz & Co., Concepts by Claiborne and C7P of A Chip & Pepper Production. Furthermore, the addition of Fabulosity by Kimora Lee Simmons and American Living by Polo Ralph Lauren in 2008 has strengthened JCPenneys product portfolio. A strong product portfolio helps the company to retain existing customers and also facilitates attracting new customers (Datamonitor).

Competitve Landscape
SWOT Analysis
Based on our research, below is a description of JCPenneys strengths, weaknesses, opportunities and threats. The SWOT analysis is an organizational tool that allows Appalachian Advertising to begin developing the creative campaign strategy.

Strengths
Strong market presence as compared to its competitors Huge product portfolio with products in three categories: power brands, destination brands, national brands

Weaknesses
Decline in inventory turnover ratio High inventory being sold at discount prices Higher inventory costs

Opportunities
Growth in private label products Joint initiatives Promoting the product portfolio

Threats
Increasing commodity and energy costs Rising consumer prices following a lack of consumer spending Higher hourly labor costs

The SWOT analysis reinforces that JCPenney is a well-known brand, but suggests that the company will benefit from a more cohesive and exciting brand image. With our campaign, JCPenney will relate more to the target market and will be recognized as a modern and classy department store.

Research
Department Store Attitude Assessment
In conducting a survey of over 700 people from all regions of the country, we received a better insight into consumers thoughts and feelings regarding department stores. In order to know how consumers felt about JCPenney specifically, it was necessary to understand how customers consider the industry as a whole and how JCPenney compares to the competing department stores.

The majority of the respondents are single 100% of the target market (females age 25 to 34) stated layout as the most important aspect of a store Better prices, better selections and easy store navigation were the top three reasons for store favoritism Most of the respondents shop for an average of 30 to 45 minutes Half of the target market is married with children while the other half is single 84.6% of the respondents shop online The top 3 descriptive words chosen for department store are: classic, old fashioned and expensive Compared to the competition, JCPenney is considered to be of good value, but not very trendy

Survey Highlights:

Notice the top 3 descriptive words based on our survey are classic, expensive, and old fashioned.

JCPenney Labeled Uncool

Among consumers, top words that come to mind to describe JCPenney are boring, cheap and old. In order to appeal to females ages 25-34, the company needs to change consumers perceptions. Consumers are not finding an equal tradeoff between price and quality at JCPenney; in fact they are using the word cheap as a negative descriptor when it should be a positive one. This is a concern and points to one key weakness and opportunity we must address: the consumers perception of the JCPenney brand. Based on the chart below , the main aspect that must be improved is trendiness. We intend to see the score improve from a 5 to a 7 with our new campaign and to increase the value from 7 to 7.5.

Note here that Macys is the model of trendy at 8, while Kohls followed with 6. Kohls also scored well in value, while JCPenney scored well in value but lacked in trendiness.

All The Rage with All The Deals

Consumers not only want stores to be functional and efficient but also to be stylish. JCPenney stores are mediocre and subpar in the eyes of most of our respondent shoppers. Consumers believe that JCPenney does not have a specific strength in any category and therefore they shop elsewhere. The goal of this campaign is to create a unique attribute (cool, stylish, hip, etc.) and an exciting image while highlighting JCPenneys great prices in order to appeal to the target market.

Target Market
Current and Potential Consumer Insights
Shop Arounds
Looking at JCPenneys goals, current market and competition we can assume that our potential female customers ages 25-34 are most interested in three things: style, value and a comfortable and convenient, if not exciting, shopping experience. The primary market we are looking to attract lives in suburban middle class areas, and has a median amount of disposable income. They like fashionable items but only at affordable prices.

The current JC Penney customer is one who enjoys visiting malls and likes the experience of getting different things from different places. They are not one-stop shoppers. The current customers like to shop around, caring first about getting the best item for them, then caring about getting the best price.

One Stop Fits ALL

The potential customer tends to focus on one-stop shopping. They feel shopping in a department store is a different experience than shopping at a big box discount department store. Where they may or may not like department store shopping better, they find it easier to go to a big box store and get all their shopping done at once.

Beyond the Basics - Our Consumer & JCPenney Insights

Overall, we found that JCPenney needs to highlight its distinctive products and allow customers to feel that their purchases are an extension of themselves. Based on our research, even with the current Who Knew campaign, consumers are not connecting JCPenneys image to its strong product portfolio. This problem is enhanced by the fact that consumers are increasingly being exposed to new and exciting offers from many different retailers. Through the clutter of advertising, JCPenney must find a way to stand out and be innovative and engaging in both the traditional media outlets as well as the digital media market. We believe the following positioning statement and the resulting campaign proposal will provide this for JCPenney.

Campaign Strategy
Positioning Statement Campaign Guidelines
JCPenney unwraps a shopping experience that delivers classic style with a modern twist at an affordable price in a welcoming and fashionable atmosphere.

Establish JCPenney as a store that has a huge selection of products at reasonable prices in a store layout that makes it easy to get in and out. Change the store layout of JCPenney to make all departments more accessible. Design easier-to-read signs. (JCP Mens, JCP Womens, JCP Houseware, etc). Create wider walkways so the layout is more open and clean. Reposition JCPenney away from the traditional family image. Emphasize the modern, classy, quality styles that JCPenney offers for singles and/or families looking to be hip and fresh. Introduce JCPenney as a store that can help females retain their energetic style. Focus a JCPenney slogan on what the consumer can do and get.

Logo Change

App Advertising suggests a new logo for JCPenney, which emphasizes a more modern image as opposed to the current, tradiational logo. This new logo visually abbreviates the name of the company to JCP. We appreciate the rich history of James Cash Penney and his success, which is why we will still refer to the stores as JCPenney. However, visually on all creative elements of our campaign we will be introducing a new logo with the modern, elegant, and clean JCP initials that we believe better matches the persona of our target demographic.

Goals & Objectives for the Campaign

We have found that the best way to translate that theme into our creative work is by simplifying things. Much of JCPenneys current campaign is scattered all over and filled to the brim with products and ideas. With Unwrap Life our objective is to sell one shopping experience at a time, while maintaining JCPenneys value.

Creative Strategy
The modern day women is a class-act balancer of all things life. A career, a family, friends to laugh about it all with - the modern woman is not pent up in her house adorned in an apron, she is out there living life. We introduce to you Unwrap Life, a campaign designed around making life more convenient, more enjoyable, and putting JCPenney back in the minds of consumers as the place to shop every step of the way. Unwrap Life introduces the notion that when something is unwrapped, it is with a great sense of anticipation. This is exactly the approach we are transferring to JCPenney. The current campaign that JCPenney is running with the tagline New Look, New Day, Who Knew. speaks particular truth to the exact problem JCP is currently facing, which is that people do not know what they have to offer. Unwrap Life tells the consumer that at JCPenney that what they will experience is the joy of discovery with every visit and every purchase. The campaign will focus on selling individual items or departments of the store at a time. As we want to avoid information overload, we suggest a more straightforward approach where it is unmistakable what items are being sold at great prices. This method will be maintained throughout the campaign and target different aspects of life according to our target demographic and in a manner that will resonate with others as well.

We think JCP should be the store that helps the modern day woman unwrap and live a new aspect of life everyday.

The purpose of our campaign is to unwrap JCP right before the eyes of our target market.

Here is what that will look like across all messaging.

Creative Elements
Print
JCP knows that the holidays can get people tangled; which is why we offer great gift ideas, gift wrapping and sweet treats for that far away friend. Not to mention our selection of storage units to hold those decorations for the other ten months

unwrap the holidays

unwrap the holidays

unwrap happily ever after

Unwrap Life
Unwrap the holidays at JCPENNEY.com

These are examples of print advertisements that would be placed in magazines. Above is a horizontal half page ad and on the right is an example of half page vertical ads that would be placed on the outside edge of consecutive left and right pages. This strategy increases dominance and impressions. We will also run full page ads as needed for impact.
On the big day you shouldnt have to wonder. Be sure you get what your heart desires. JCP Wedding Registry makes getting what you want as easy as I Do.

The print ads we have constructed are intended to highlight one department item or event of JCP at a time. Each ad includes three elements: the Unwrap Life Unwrap tagline attached with the idea the ad is selling, (i.e. Unwrap date Unwrap happily ever after at JCPENNEY.com night), copy that showcases the features of the individual department as well as a call to action and a push to the JCP website, and a photograph that illustrates the idea being sold to consumers. These three common elements are changed from one ad to another to correspond to the subject and the idea. The print ads follow a structured layout that uses JCP red with a contrasting white accent and of course, the flowing new JCP logo that reinforces the energy and forward movement of todays JCPenney. This layout offers JCP a tremendous amount of versatility that makes this a campaign of longevity.

Television

Our television commercials present the idea of unwrapping life with JCP. The company offers such a wide range of products and shopping opportunities to meet the wants and needs of customers that it should be the go-to store for any stage in ones life. These commercials exemplify that JCP can always be counted on to provide what is needed for the next step in consumers lives. Each commercial is teamed up with music that has been specially selected for JCP in order to attract our target demographic.

Title: The Steps of Unwrapping Life Length: 30 seconds

Radio

The radio commercial we have prepared for JCP include the following 30-second ad that is short, sweet and to the point. It discusses some of the many departments at JCP and how the company is there for their consumers through every stage of life. 15-second versions will also be placed on streaming sites like Pandora.

Title: Unwrap Life With Every Step Length: 30 seconds

ANNCR: Let JCPenney be there for you through every step of your life. From business suits to party dresses, appliances for your first home to clothes for your new baby. And many JCPenney locations offer services such as salons and eye care centers to make sure you get the most out of your shopping experience. JCPenney has the right thing for you at the right time and price. Unwrap Life with JCPenney.

This is an example of a Pandora ad that will be shown during the audio spot.

Web

Our unique rich media web advertisements will introduce different aspects of our Unwrap Life concept. The still shot advertisement above will be an interactive advertisement introducing spring fashion at JCP. This concept will further introduce the new logo and slogan while showing its versatility in different seasons. The flower box in the top banner will unravel as pedals fall towards the right banner ad, revealing the text and image as well as the new logo and web address. The animation and interactive features will draw the viewer directly to JCPs website to shop for womens spring fashion. The unwrap concept plays hand in hand with the box animation unwrapping before the viewers eyes.

Mobile & Social Media

This is an app for mobile devices that directly reflects our campaign and is designed strictly for our target audience. Our new logo and slogan is the initial tab to enter the app, shown in the upper left hand image. The home page of the app features an everyday woman in our target market age group with five simple tabs. The first tab, Your New Look, allows users to shop for exactly that: a new look. By pressing on that tab it takes users to a screen where they can shop for dresses, tops, bottoms, or shoes. The user would also have the option to buy immediately, locate the nearest store, add the item to favorites, and even share with friends through Facebook or Twitter. The remaining four tabs are: Your Home (allowing users to shop for housewares and appliances), Your Closet (allowing users to try on items from JCP by taking a close up picture of the face directly from the camera on the phone), Your Future (allowing users to shop bridal and baby), and Your Deals (showing weekly deals at the nearest JCP). This application will be a first of its kind, catering to our target markets every need in shopping. They will be able to shop, share, and discover JCP.

Billboard & Direct Mail

The billboard and direct mail pieces will follow closely along the theme of the main campaign: in the look, feel and messaging. For the billboard, there will be a line of copy that can be personalized to the specific location of both the billboard and the nearest JCP store. The direct mail pieces will also be personalized to local sales and discounts for the nearest JCP stores.

Above: This is one example of a billboard that will be placed along highways and interstates to catch the eyes of drivers and direct them towards the nearest store. Right: This is an example of a direct mail piece that follows the theme and concept of all other print materials in the campaign. It will also be tailored to the nearest JCP store.

Get 5% OFF when you shop JCPBridal this Saturday & Sunday only!

With a selection of over 400 rings, our online notebook and our modern bride professionals, JCP Jewelry makes getting down on your knee the hardest part.

unwrap love
Unwrap Life
Unwrap love at JCPENNEY.com

Guerilla

Unwrap the New JCP

With this guierilla marketing plan, the idea is to engage consumers with strategically placed boxes that appear to be part of nature in a unique way. By placing these boxes in bigger cities, there will be many passersby who will recognize this unique change in their surroundings and wonder what or who is behind it. On the four sides of the box will be: Unwrap Life with the new JCP logo, Pick Me! Plant Me! and Red is the New Green!. This will allow people to identify the campaign with JCPenney. In addition to this, inside of each box will be flower seeds and the box itself will be biodegradable. This will showcase that JCP is striving to not only be environmentally friendly, but to also fully engage people into the company and into the campaign.

Unwrap a Rainy Day

Our second form of guerilla marketing will be specifically for the spring campaign. White umbrellas with the new JCP logo will be passed out to people along the sidewalks in cities with a lot of foot traffic. The umbrellas will be wrapped up in plastic that will say Unwrap Life on it. When people open up the plastic, they will literally be unwrapping the umbrella.

Store Layout and Signage

We at Appalachian Advertising feel that an additional change that is equally important is to upgrade the JCPenney store layouts to represent the image of the rest of the campaign. Having a more open and welcoming store will help make all departments more accessible as people are shopping. Signs that say JCP before the title of the section i.e. JCPWomens or JCPMens should be hung in each department. This will tell consumers where they are located in the store and will also serve as a brand reminder, so that JCPenney does not fall into the category of just another department store. By making these changes, consumer awareness of JCPenney products will increase, leading to a sales increase as well.

Jewelry Home

This is a digital rendering of the new JCPenney store layout. The ceiling above the aisles and walkways will be lower than in the separate departments in order to push shoppers into the different sections of the store. In the sections, shoppers will feel less crowded with a higher ceiling, subconsciously urging them to browse for a longer period of time.

Mens

These signs would hang above each different department in JCPenney to help direct shoppers while also serving as a constant brand reminder.

After updating JCPenneys physical attributes, the following creative strategies will be implemented. This will introduce the new tag line for the store:

Unwrap Life

Publicity

Press Releases

Press releases will be sent out to various publications with exclusive information regarding the new JCP campaign and introducing the new logo and slogan. Each will explain why JCPenney has decided to change the logo and what the new slogan means. This will give readers an insight to the company, allowing them to better understand what the new JCP is all about.

Point of Purchase

Posters will be placed around each JCP store in order to reflect the theme of the campaign. This allows the campaign to be cohesive all the way up to customers purchases.
This is an example of a point of purchase design that will integrate the campaign inside the store.

unwrap cheer
Unwrap Life

Place-Based Marketing

The place-based marketing implemented during the Unwrap Life campaign is several glass kiosk-size boxes. These boxes will be displayed throughout malls that have a JCPenney store. Inside each box will be a lifelike scene promoting different aspects about JCPenney and its offerings. The scenes promotions will target a range of things, from womens clothing, teens, housewares, baby products, and more. These boxes will serve as a reminder to shoppers throughout the mall that JCPenney can offer them whatever they need for whatever stage of life they are in.

Unwrap Spring Promotions

Each season the Unwrap Life campaign will tailer itself to the specific trends of the season. Direct mail and billboards will be specifi to the season. The billboard and direct mail ads that we have assembled for the JCP Unwrap Spring promotion will be effective due to their color-popping, eye-catching aesthetics. With saturated colors and a pop-art appeal these pieces are simply works of art. Nowadays consumers are bombarded with ads, taking in an average of 4000 advertisements a day. People are constantly being exposed to brands and we have found a way to make JCP stand out among the rest. The billboards and direct mail are going to be themed seasonally. We found the female 25 to 34 year old demographic

shops several times a year, so we know that they shop for new clothes each season. This means that JCP needs to play a reoccurring role in the life of our consumers. This can be done with the seasonally themed promotions.

Above is an example of an Unwrap Spring billboard. To the right is an Unwrap Spring direct mail piece. Each of these will be altered depending on the season .

Public & Community Relations

For the Holiday season including the months of November and December, we want to establish an Unwrap Generosity campaign. JCPenney has devoted $100 million dollars to enriching the lives of children through several different charities, including the Boys & Girls Clubs of America, YMCA, National 4H and FIRST. Starting from this rich JCPenney tradition of community involvement, we propose to focus a campaign around teaching youth to be generous. We will go about doing this by basing our initiative on something President Ronald Regan once said, Freedom is always only one generation away from extinction. We will re-word this to be Generosity is always only one generation away from extinction. In a society where the economy has caused many wallets to stay shut, we want to make parents aware that children learn through example, and generosity is one of the most important characteristics to instill in a child. The event itself will be similar to that of Operation Christmas Child. Shoppers will have the opportunity to fill a holiday stocking with JCP merchandise to donate. In stores shoppers will be given actual stockings which they can fill as they see fit, then purchase the items at checkout and donate the stocking and its contents to a child in need. For those who shop online, they will find a virtual stocking in the side bar of the JCP website. Shoppers can then drag and drop items into the stocking and the contents will be added to their final purchase price. As an incentive for shoppers to make a donation, JCP will offer a 5% discount off to be used at the time of purchase, including items to be donated. To promote the Unwrap Generosity event, we will air special holiday television commercials. In these commercials we will show a family going into JCP together and the parents letting the children pick out items for the stocking. We want to show the fun that can be had while doing something generous and then show children receiving the stockings. The focus is on on the parallel of a child donating to another child. This concept can be extended to a year-long project by associating with other youth service organizations such as Kids Korps USA, a non-profit dedicated to developing leaders for life through youth volunteerism.

Media
Media Plan
The Appalachian Advertising media plan consists of traditional and non-traditional media targeted to deliver an average of 340 GRPs a month via a measured media mix that produces high reach (90) and high frequency (3.8). We will kick off the campaign in February with appearances in the Super Bowl and the Academy Awards. The momentum will continue for the following 11 months with network and spot television and cable, print, internet, search, direct, out-of-home, place-based and guerrilla touch points. Here are the highlights:

Traditional Media: TV & Cable

According to Sam Armando, Starcom Senior VP and director of video research, Women have not abandoned television far from it. In recent years womens cable share has gone from a 39 to 45. Add in hot and popular broadcast shows, and big events like The Oscars and the Super Bowl and you reach a sizeable and involved female audience. Further, daytime TV is followed by the 25-34 age group as well.

Network TV

JCPenney commercials will appear on top network shows, such as the following:

ABC: Modern Family, The Bachelor, V, The Middle, Dancing With The Stars, Castle, Desperate Housewives CBS: NCIS, Criminal Minds, How I Met Your Mother, Survivor, The Amazing Race, The Big Bang Theory NBC: 30 Rock, Community, The Office, Law and Order SVU FOX: American Idol, Glee CW: Nikita, Vampire Diaries, Smallville, Americas Next Top Model

Network Cable

To further connect with the target demographic, we will place at least 61 spots a week for a yearly total of more than 3,000 spots on cable networks:

Shows will include: Top Chef, Jersey Shore, The Game, Weeds and, Millionaire Matchmaker.

Spot TV & Cable

To heavy up in the Top 30 DMAs, (which include the markets in the Southeast, Southwest and West where JCPenney has the best volume opportunities), we will be placing spots on cable and network affiliates. At times these spots will be scheduled to parallel and enhance the broadcast schedule and at other times they will be scheduled to maintain a presence during network gap weeks.

Streaming Video

According to IDATE Consulting and Research, worldwide ad revenues from online video sites will grow at an average annual rate of 54.4%, to capture 13% of the Internet advertising market in 2014. Why? Media buyers cite less clutter, better targeting, more professional content available and lower cost of production (relative to television).

Through search words and key words, JCPenney commercials and other JCP ads and content will be presented to Internet users. Currently, Hulu offers three types of advertising formats, including Standard Ad Formats, Premium Ad Formats and Hulu Exclusive Formats. YouTube offers a lower cost commitment via Google AdWords for as little as $1 CPM (cost-per-thousand impressions) for targeting the entire YouTube site, or $2 for targeting specific YouTube content categories.

Radio

Satellite & On Air

Our radio buy is a combination of National Satellite and Spot Radio in the Top 30 DMAs with a focus on Clear Channel outlets. Clear Channel stations offer exceptional reach and packages can be bought in bulk to minimize cost. Clear Channel Radio also has the largest number of billboards inside the United States. Combining a radio package with an outdoor package helps to further reduce cost and extend reach.

Online

Internet streamed audio and display ads will be placed on Pandora where advertising messages are matched to consumer listening patterns and station constructs.

Print

Magazines

Among our target, the following types of print publications have a high index: New York Times/USA Today Womens Fashion Music 130 156 142 Entertainment Child Rearing & Parenthood Bridal 119 164 181

Newspapers

In national newspapers, on a monthly basis, we will buy at least 2 full page or 4 half page ads at opportune times in The New York Times and USA Today. Ads in local newspapers will be taken out in the top 30 DMAs on specific dates when stores are having special events and promotions and at the key times of the year.

Out of Home
Outdoor
In order to attain maximum efficiency, and to keep overlap and waste to a minimum we will schedule a 50 showing in all 30 DMAs and place the boards relative to store locations. Theme digital boards can provide editable areas where the local store can add directions, promotion news or a special note.

Media Spending & Schedule

To tal M ed ia Spend ing Pla n

N e tw o rk TV N e tw o rk C ab le N atio n al S y n d icati o n S p o t TV S p o t C ab le N e tw o rk & S ate ll ite Rad io S p o t Rad io M agazi ne s N atio n al N e w sp ap e rs Lo cal P ap e rs In te rn e t O u td o o r D i re ct C o n tin ge n cy
N Y T & U SA T o d a y (T op 30 DM A s) Ke yw or ds , B a n n e rs , E t c. 5 0 s h ow in g x3 P a p e r a n d D ig it a l F o r O p po rt u n i ty B u ys A ll Da y P a r ts A ll Da y P a r ts A ll Da y P a r ts A ll da y p a r ts A ll Da y P a r ts Sa t e l l i t e D r i v e T i m e s D rive a nd D a y M i x

$23,984,724 $8,016,960 $2,838,336 $12,162,816 $3,888,000 $1,994,400 $3,138,528 $10,030,644 $7,145,304 $1,440,000 $4,718,736 $6,747,000 $4,565,520 $9,000,000 $99, 670, 968 Total

With a total budget available of $100,000,000 and a well defined target audience, we are able to achieve our goal of high reach and frequency and still provide some funds in reserve for contingencies, such as special opportunities, celebrity endorsements, or rights and permissions that may be desired at some future time.

The Unwrap LifeMedia Schedule

Medium
Television Network Spot TV Cable TV Internet

FEB

MAR

APRIL

MAY

JUN

JUL

Daytime and Primetime reaching women 25-34 Top 30 DMAs Top 30 DMAs Top rated local shows and network adjacenies Prime network adjacenecies

Search

Rich Media-Interactive Radio

Search, banner, and display Rich Media, site-linked, place-based and kiosk

Network Spot Top 30 DMAs Streaming 15 second ads on Pandora

Newspaper

National Local

New York Times and USA Today Top 30 DMAs

Magazine National/Regional Monthlies Allure, Elle, Cosmopolitan, Oprah, Everyday with Rachel Ray, Better Homes an Weeklies Outdoor Left/Right half pages in select weeklies

Display/Digital

50 Showing in top 30 DMAs Women 25-34 Once Monthly

Direct Mail

JUN

JUL

AUG

SEPT

OCT

NOV

DEC

JAN

GRPS

es

Better Homes and Gardens, Family Circle, Womens Day, Ladies Home Journal, etc.

Total GRPS Average GRPS

4092 341

With a combination of continuity and flighting, this media calendar illustrates that, at all times of the year, JCPenney is highly present to consumers in general and specifically to the primary target audience of women in the 2534 age group. As noted earlier, the JCPenney media schedule also provides an even greater share of voice during key shopping seasons.

Post Campaign Evaluation

JCPenneys stated campaign goal is to increase store visits and spending by female consumers ages 25-24. We believe we bring a fresh, uniform look to JCP and JCPs advertising to encourage these target consumers to come into the sotre and unwrap life. The effectiveness of our campaign will be tested by an increase in store traffic and overall improved perception of JCP. Female consumers like to return to stores where they have satisfying and enjoyable shopping experiences. We will evaluate the effectiveness of our innovative ad strategy and promotions by conducting concurrent and year-end research similar to our earlier instruments. This will be used to determine if we achieve our objectives of increasing the perception of trendiness to at least 7 from its current 5 and increasing the value perception to 7.5 or above. If we meet or come close to our target percetption goals, then there will likely be an increase in the frequency of store visits by women in the 25 to 34 age bracket and an increase in the sale of product categories directed at women, especially the services related to womens wear, accessories and home furnishings.

Lets Unwrap Success... Together

Appalachian Advertising would like to thank JCPenney and the AAF for the thrilling opportunity to present our eye catching advertising campaign for JCPenney. We are confident that our messaging, creative strategies, and executions will increase JCP brand awareness and better showcase its new and improved company image. We believe this campaign will put JCP above the rest, making it the department store to find everything you need for everyday life. We are confident that with our proposed campaign and media plan that JCPenney has a great opportunity to reposition itself in the minds and hearts of consumers, especially 25 to 34 year old women. With a new and more consistent message, a new logo, a new store layout, with a trendy twist; we feel that we can take JCP above and beyond the competition. JCPenney has many great and appealing products, great associates, and a long-established heritage and we at Appalachian Advertising look forward to working with the JCPenney team to unwrap a new and successful retail life for JCP. Thank you for this opportunity to be of service.

Meet Appalachian Advertising

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