This is the final copy of Central Edge Communication's plans book for the 2011 AAF student competition. The campaign is designed for JCP.

1. @

2. Table of
Contents
EXECUTIVE SUMMARY page 2
5
READY SET GO page 3
12 CREATIVE MESSAGE
MEDIA
page 13
page 18
3
1

3. Executive
Summary
2

4. Ready
Set Go…
Strengths Threats
Weaknesses Opportunities
3

5. Market
Segments
“They may all be alike… but they aren’t all the same”
What makes them different
What makes
them alike:
4

6. Competitive
Analysis
Brand
Functional Emotional Emotional
“They want your money and JCP’s” Link
5

7. Research
Perception = Reality
We carefully:
Research Objectives & Strategies
Research Strategies
6

8. What we discovered
Sample Focus Group Comments
Positives: When you hear JC Penney what do you think of?
49% Bland
21% Thrifty
Negatives: Would you shop at JCPenney name brand clothing?
68% Yes
26 % Doesn’t matter
6% No
7

9. What we discovered
Perceptuals
Objectives:
8

10. Marketing
What we need to do…
Objectives
Marketing Opportunities: Strategic Executions
9

11. Marketing
10

12. Creative
Brief
Central Edge Communications Creative
Target Audience
brief
Whether online or in-store, JCP gives
you design, fashion, and quality with an
enjoyable experience. By renewing JCP’s
style indentity we build a sense of discovery
Every Day Matters and affordabliltiy for our customers making
us America’s shopping destination.
To members of our target market, women ages
25-34 and consumers establishing shopping
patterns for the future, JCP is the department
store that gives them design, fashion and quality
with an enjoyable experience. JCP builds a sense of
discovery and affordablitly as it becomes America’s
shopping destination.
Purpose: to acquire and retain female customers ages 25-34, increase their shopping
frequency, and grow their share of wallet.
Creative oppurtunity: Create a new perception of jcp that incorporates a memorable and
iconic symbol that conumers can identify with in a fun and distictive way.
To remind consumers that you can get “what you want @ jcp”
11

13. Creative
Message
Evolution of a creative concept
Central Edge Take-Away Message - Campaign 2012
“Whether online or in-store, jcp gives you design, fashion, quality and an enjoyable experience. By
renewing jcp’s style identity, we build a sense of discovery and affordability for our customers making us
America’s shopping destination.
Central Edge Positioning - Campaign 2012
“To members of our target market, women ages 25-34 years old and consumers establishing shopping
patterns for the future, jcp is the department store that offers design, fashion and quality with an
enjoyable experience. jcp brings a sense of discovery and affordability, as it becomes America’s shopping
destination.
JCPenney Positioning Value Proposition Marketing Campaign 2011 Marketing Campaign 2012
“Every Day Matters” Style & Quality “We Make it “What You Want @
“New Look, Affordable, jcp
New Day, You Make it Yours”
Who Knew?”
12

14. Creative
Single idea around which campaign communication is based:
what you want @
13

15. Creative
Prices that aren’t rough on your wallet.
14

16. Creative
Life long dreams come with a price tag.
15

17. Creative
16

18. Media
where are you?
Media Objectives
Media Strategies
High Impact States
17

19. Media
Top 25 2nd Cities
Omaha Raleigh
Miami
Atlanta
18

20. Media
Websites and blogs
NON-TRADITIONAL / DIGITAL/ SOCIAL What you want
Digital Media
Social Media
19

21. Media
MOBILE: “What you want to wear today” weather app
Web Series
Online Social Community
On-Line Advertising
20

22. Media Calendar
Traditional:
TV:
Spot:
Magazines:
Out-of- Home:
Theatre:
Mall:
Online:
Twitter:
Online Mags:
Mobile:
21

23. Relationship
Opportunities
jcp Public Relations
jcp Fashion Advisory Board
jcp Fashion Blog
“Style For Life” Fashion Week
22

24. Relationship Opportunities
@cquire Card Participants
jcp Best Dressed Budget Fashionista List
After School Program Addition – A.C.T.
o
o
23

25. Relationship Opportunities
INTERNAL PUBLIC RELATIONS
Employee YouTube Contest
Pay-It “For-Red”
In-Store experience & Sales Promotion
The In-Store Experience
24

26. Relationship Opportunities
@cquire Card
25

27. Smartphone App
REGISTRIES
Navagation
TAG READER
VIDEO
MY STORE
RED ROOM
26

28. Relationship Opportunities
PARTNERSHIPS / ENDORSEMENTS
Fashion / Style Lines
Entertainment / Celebrity Endorsements / Product Lines
27

29. Relationship
Opportunities
Design your Future Home
Paint The Mall Red:
pai
m t h e nt
all
RED
Red Room Concierge
28

30. Relationship Opportunities
INTERACTIVE MANNEQUINS
Smart Tags
29

31. Campaign
Budget
Online
30

32. Campaign
Metrics
IMAGE METRICS
IMPACT METRICS
31

33. The Team
Executive Board Team Members
Special Thanks
Advisors
32