jcpenney

update
Brigham
YoungUniversity
University - Idaho
Brigham
Young
- Idaho

update

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Table of Contents
Executive Summary

Executive Summary
Situation Analysis
Research
Campaign Strategy
Creative
Execution
Summary

update

Table of Contents

Executive Summary
Situation Analysis

Challenge

most shoppers
associated
jcpenney with
a demographic
set aged 10
years older
than desired.

jcpenney requested a proposal for an integrated marketing campaign that would

acquire, retain and increase the shopping frequency of female customers ages 2534. Paradigm identified specific goals to accomplish this task. Focusing on sales,
perception and awareness, the proposed campaign will acquire a 10% increase of new
female customers while retaining no less than 90% of current customers. Additionally,
the campaign will boost jcpenney above Kohls in Brand Choice while improving
positive feedback to 60%.

Research

Paradigm conducted detailed research to determine the habits, perceptions and

attitudes of the proposed target market. Content analysis, original surveys, focus
groups, and a secret shopper experiment composed our primary research. Key findings
revealed a definitive truth that most shoppers associated jcpenney with a demographic
set aged 10 years older than desired. Thorough secondary research utilized market
research databases including Mintel, Ad Age and other credible sources.

Target Market

Primary Target: Females, aged 25-29

Busy with their careers and social lives, this target is highly mobile and reliant on
emerging media and technology. This half of the target market provides the greatest
opportunity for creating life-long, brand-loyal consumers.
Secondary Market: Females aged 30-34
No less busy than their younger counterparts, this target has shifted their discretionary
spending from themselves to their children. This group relies on social media and
friends to find the best deals and most valuable shopping experiences.
Tertiary Target: JCP Rewards Customers
Already loyal customers of jcpenney and responsible for a large portion of all sales,
this group is important to the brand and cannot be ignored.

Creative Strategy

Whether it is
the most exciting
event of the
day or the
greatest event
to-date, jcpenney
is ready to
help its shoppers
update.

Extending beyond jcpenneys current Every Day Matters brand positing strategy,
Paradigm has formulated an advertising strategy that will convince 25-34 year old
women that jcpenney provides everything these women need to constantly update
their personal style. In a highly connected world, updates are an important method
women use to celebrate and share the big and small moments of their lives. Whether
it is the most exciting event of the day or the greatest event to-date, jcpenney is ready
to help its shoppers update.

Promotions

Paradigms promotional suggestions will appeal to the target markets desire to get
great deals on the styles they want. All promotions will be tangible marketing executions
that will aid in achieving all of the proposed objectives.

Public Relations

Keeping in sync with the other marketing messages, Paradigm will stage events
that bolster jcpenneys current efforts of giving back to the communities it serves.
Furthermore, Paradigm suggests continual analysis of public perceptions of the brand.

Media Plan

A careful allocation of media spending has been crafted to reflect the current media
consumption of the target audience. A mix of Internet, television, radio, outdoor, and
non-traditional media will ensure that the marketing messages will meet consumers
where they spend their time.

Evaluation

Paradigm will use surveys, content analysis, analytic tools and jcpenneys internal
database systems to continually evaluate and track the campaigns successes in
meeting its objectives.

update

In a market
where 30 is
the new 20,
it is crucial for
companies to
relate to todays
customers and
their current
attitudes.

Executive Summary
Situation Analysis
Research

A timeless department store chain, jcpenney is no stranger

to the retail market. Over 100 years old, it has evolved into a
store where millions of families turn for affordable fashions
and home accessories. Over time, jcpenney has seen
changes in the fashion world, the consumer markets, and
its own business model. Advertising, the bridge between
onsumers and companies, is changing just as rapidly. With
online tools at their disposal, consumers can easily find
better deals.
Online tools have become more valuable to the consumer
in the current days of economic uncertainty. With job losses
and soaring prices, American women are holding tighter
to their wallets and spending less. They are savvy when
it comes to price shopping, and quick when it comes to
spotting a deal or trend that will keep money in their pockets
and get more for their dollar. Online media has fostered
a growing trend of social shopping and coupon blogs.
Twitter feeds tip shoppers on the best deals of the moment.
Companies like Groupon have popularized social buying
to save money.
A constant stream of door-busting sales is standard, static
and expected. Its important to have special discounts for
shoppers, but value can get lost in the noise. To avoid getting
drowned out by its competitors, jcpenney must adapt to this
new environment, change its advertising strategy, and set
the brand apart in the minds of 25-34 year olds in a new and
unique way.

to consumers about jcpenney. Many have memories of

going to jcpenney with their parents to get school clothes
and other items. However, they dont have many recent
memories that reflect those same events. It seems that
as the company lost its identity, the consumers developed
one of their own to take its place. As these youth grew up,
the store became more and more outdated in their eyes.
Other department stores like Macys, Kohls and Target
strengthened in the meantime. Now those stores appear
to better relate to consumers than jcpenney. In a market
where 30 is the new 20, it is crucial for companies to relate
to todays customers and their current attitudes.
jcpenney has made changes since the start of this
millennium. It has clearly developed a unified voice again
and brought in new brands to improve its image. jcpenney
has the potential to make Every Day Matter for its current
and potential customers as well. The problem is none of
that seems to matter right now to 25-34 year old women.
The research makes it clear that consumers are not aware
that jcpenney has updated, nor that it is ready and willing to
keep them updated every day.

In the late 90s, jcpenney was decentralized and lost

its identity. This was even more evident when we talked

update

Situation Analysis
Research

Campaign Strategy

Research Summary

Paradigm conducted thorough and detailed research

to learn as much as possible about the proposed target
market of 25-34 year old women. Valuable primary and
secondary methods gave insight into this powerful target
market. Content analysis, original surveys, focus groups,
and secret shopper responses composed our primary
research. The principle tool was a 10-question online
survey, in which 450 women aged 25-34 participated.
A secondary survey was conducted to determine more
specific perceptions. In addition to the online survey,
we interpreted information from multiple databases and
business publications as a secondary research method.
Finally, we collected and analyzed the responses of 13
Secret Shoppers we prepared with an assignment and sent
into stores in a variety of states.

Content Analysis

Research began in the place where the target market goes:

The Web. We conducted content analysis of 436 Tweets
about jcpenney during the fall of 2010. The Tweets were
coded and counted as positive or negative. The graphic to
the right shows a breakdown of the negative and positive
content mentioning jcpenney.

50.6% of tweets had a positive view of jcpenney

69% of positive tweets talked about good sales

or clothing they found at jcpenney
31% talked about good service, usually within
the jcpenney salon, portrait studio, or customer
service department

49.3% of tweets noted a negative perception

44% of these tweets included derogatory content

36% mentioned poor customer service
64% mentioned low quality products

old

Mom

cheap

outdated

Armed with information from the content analysis, we

composed an online survey. The survey asked questions
regarding perception of the store and its competitors.
From our primary 10-question online survey, the following
conclusions became apparent:
The jcpenney brand is highly recognizable
The brand ranks as average in regards to fashion
Quality, affordability and store cleanliness ranked higher
in order of importance for consumers than designer
brand selection and customer service
jcpenney is associated most heavily with the age group
of 35-45
The target market perceives the clothing selection to be
outdated
The target market is highly drawn to deals

In other findings from our survey, popular terms used to

describe jcpenney, demonstrate as shown a range of
consumer perceptions. Of the negative descriptions given,
most focused on the perception of jcpenney in the minds
of survey participants as a store for women older than 35.
This was evident by the words they used to describe the
brand.
The secondary survey asked questions regarding
purchasing habits, marketing perception and overall
satisfaction with shopping experiences. The following
results revealed insights about the target market:
61% shopped online for clothes and accessories
50% could recall television ads from jcpenney in the
last month
58% reported a somewhat positive shopping
experience

boring

Online Surveys

jcpenney is associated most

heavily with the 35-45
year old age group
6

Focus Groups

Over 90% of
the women
in this age
group carry
cell phones or
mobile devices.

Paradigm gathered women aged 25-34 into a series

of focus groups. These women were asked questions
regarding purchasing behavior, shopping trends and
their perception of jcpenney. The most prominent finding
was the shift in purchasing behavior that was a result of
motherhood. Mothers stated that they found they spent
less on their own style and more on their childrens needs.

Database Mining

Exploring business databases and publications, we found

valuable information that gave insights into the target
market. We found that women of this age group are likely
to head directly to the clearance rack when shopping.
They also use the Internet to plan out shopping trips. Of
the demographic, 38% say coupons entice them to shop at
stores they do not frequently visit, while 80% want loyalty
discounts for repeat customers. These women are highly
likely to use online coupons, with 68% using them regularly
while 92% pass along information about deals or finds to
others. Over 90% of the women this age carry cell phones
or mobile devices.
However, women are not leaving traditional media behind
when it come to advertising. The average number of
magazines read by women in the ages of 25-34 is 11.4 per
month.
Challenges the target market found when shopping for
clothes in 2010 included: not being able to afford styles
they prefer and being unable to piece together an entire
outfit at a single store.

Sources

Nielsen/NetRatings
Experian
Simmons NCS/NHCS
Mintel Intelligence
MediaMark Reporter
MediaFlightPlan.com
Adage Data Center
Center for Media Research

Small Biz Trends

comScore
Facebook
Twitter
iStockPhoto
PitchEngine
jcpenney.net

Secret Shopper Experience

a low quality
Dillards

Paradigm asked thirteen shoppers to participate in a secret

shopper experience in the following states: Maryland,
Minnesota, Pennsylvania, Utah, Colorado, California
and Idaho. Each participant was asked to go to their
local jcpenney store and locate a shirt meeting specific
qualifications. They were to interact with an employee and
spend at least 15 minutes in the store. They were then to
evaluate the experience using the survey we provided. The
Secret Shoppers answered questions regarding service,
cleanliness, and their ability to accomplish the task. Each
participant received $5.

The responses regarding the cleanliness of stores across

the country varied greatly. Some said the store was very
clean, while others said clothes were on the floor and in
the aisles. Some stores were said to be dusty. Others
rated cleanliness as average.

Most shoppers said the store was average. They were

all able to complete the task of finding the shirt. It took
everyone 5-10 minutes. The clothing selection was
generally considered wide. However, those shopping in
stores located in smaller population areas marked it as
average, or low range of brands.

Nearly every Secret Shopper commented on jcpenneys

good sales. They enjoyed the sale prices and described
them as great, but found the non-sale items were priced
higher than they expected for those styles and quality of
products.

The most alarming data from this research were the

responses regarding jcpenney associate service. Their
attentiveness was ranked as average and below
average. Secret Shoppers noted that many were standing
around instead of straightening the clothing. Several said,
it was hard to find help. The employees seemed more
intent on socializing than servicing. A major complaint was
that the employees were hard to distinguish from regular
customers: They didnt have name tags.

The opinions regarding the layout of the store also varied

among customers. One participant felt the womens
department was very spread out and not in a central
location. She added that the dressing rooms were hard to
find and that the vast selection was too confusing.

Additional comments: a low quality Dillards, so-so store

and OK store.
The Secret Shopper research points to the following
conclusions:
Associate service and professionalism requires
improvement
Inconvenience in location of departments within the
store
Cleanliness is a key concern to customers when
shopping
Sales and affordability are key boosts to the shopping
experience

S
STRENGTHS

W
O

Beneficial partnerships
Departmental offerings
Top-performing company
National brand recognition
In-store and online shopping
Affordable in relation to competition

Seen as unfashionable
Advertising focused on sales and promotion rather
than brand building
Brand perception associated with those at least 10
years older than target market

WEAKNESSES

OPPORTUNITIES

Grow brick and mortar and Internet markets

Incorporate new logo and current rebranding
Increase use of social media and social marketing
Increase email and text promotions to target market
Create life-long, brand-loyal, young women shoppers
Provide high-style, exclusive brands to appeal to
women aged 24-29
Competition from competing department stores
Brand perceptionassociated with older generation
Target market skeptical of a forced youthful, relevant
message

THREATS

update

Research

Campaign Strategy
Creative

Objectives

Based on jcpenneys long-term plans and marketing

strategy, Paradigm recommends several objectives to
focus jcpenneys advertising and media efforts. Divided
into three important categories, these objectives will work
together to improve jcpenneys bottom line.

Sales

Increase sales over the next year to $19 billion,

reversing the 12% drop of the past two years
Increase new female customers ages 25-34 by 10%
from the current 3.8 million to 4.2 million
Retain over 90% of current jcpenney customers
Increase shopper frequency from 3.3 to 4.3 shopping
experiences per year

Perception

Target Market

Looking at the data, trends, perceptions and attitudes

that compose the 25-34 year old female demographic,
Paradigm distinguished three target markets that will best
meet jcpenneys objectives.
Overall, these women lead refreshingly transformative
lives. Constant change is their only consistent attribute.
However, research statistics and our focus groups made it
clear that motherhood is the transformation that makes the
most significant impact on purchasing habits, trends and
attitudes. Motherhood changes those in this market from
highly self-indulgent to more selfless, conservative buyers.
Knowing that 76% of women want more stores for women
over 25, Paradigm proposes making the younger half of
the demographic the primary target market, since they
provide the greatest opportunity to build life-long, brandloyal consumers.

Surpass Kohls, the most direct competitor of standalone stores, in the Key Brand Metric Ranking of
Brand Choice by the end of the year
Using online content analysis and surveys, raise
positive feedback to at least 60%

Awareness

Increase visits to jcp.com and jcpenneys Facebook

page by 20%
Increase number of 25-34 year old jcp Rewards
members by 10%

10

Target Markets
The Single Shopper

Aged 25-29, the Single Shopper is younger and more

likely to be single. Busy with her career and making nearly
$49,000 a year, dating is casual and frequent, but marriage
and children are in the distant future. Leading a highly
social life, it is important to the Single Shopper to always
look good when she goes out. Not wanting to look drab
at work, she is sure to bring a stylish look to the office.
She just moved into a new apartment and her current
furniture and decor are lacking. Social media is integral
to this shoppers life. Staying connected with her friends
and linking with other professionals is implemented in her
daily routine. Highly mobile and hardly store loyal, she is a
challenge for jcpenney to attract because she is less likely
to shop at a department store, other than Target. She is
cautious with her money and usually shops the sales but has
the freedom of discretionary personal spending.

The Parent Patron

The Parent Patron is on the higher end of the target set, at

30-34 years old. Shes likely to be married, working part-time,
and earning a household income of around $54,000 a year.
Around the time she got married she also had her first child.
When she got married and started a family, her buying habits
shifted and became focused more on her children and less on
her and her husband. When it comes to shopping, she seeks
convenience and great prices. Shes made cutting coupons
and keeping up with coupon blogs one of her hobbies and
loves the feeling of getting great deals. She loves to share
those deals with her friends and family by sending them an
email or posting a link to Facebook.

The Ruthless Rewarder

This female buyer is one of the jcpenney Reward customers.

She has not been a victim of the stagnant stigma that affects
other shoppers in her age group. Many of her friends shop
elsewhere, while she is a frequent visitor of jcpenney stores
and jcp.com and she realizes the benefits of the reward
program. She still shops at other stores often to buy items
that are on sale, but has had good experiences finding the
fashions she needs with jcpenney clothes and accessories.
When people ask her where she got that cute outfit she isnt
afraid to tell them and they are surprised to hear jcpenney.

11

update

Todays social
media makes
sharing easier
than ever
and each
update is
like a mini
celebration.

Campaign Strategy
Creative

Execution

Campaign Tactics

Banner ad

Using jcpenneys current Every Day Matters brand

positioning strategy and the emotional connection it has
created with customers, Paradigm will help the company
guide its 25-34 year old female customers and potential
customers to see the benefit of updating because every
day matters.

Advertising Strategy

Paradigms advertising strategy for jcpenney will convince

25-34 year old women that jcpenney provides trendy and
relevant apparel and home furnishings for every stage
of their rapidly changing lives. Supported by jcpenneys
wide-range offering of every day and special day items
and services, customers will find jcpenney enables them to
update every day. A fresh, renewed, connected and social
tone will frame this strategy.

Creative Strategy

The 25-34 year old women of our nation use social media
to chronicle both everyday and once-in-a-life-time events.
Parties, promotions, or pregnancies, boyfriends, business
meetings and babies, the modern womans life is hardly
boring no matter her chosen life path. Every day brings
something new. Everything new is worth sharing. Todays
social media make sharing easier than ever and each
update is like a mini celebration. Behind jcpenneys new
look and new day comes the update. Whether it is the
most exciting event of the day or the greatest event todate, jcpenney will update its customers with the latest and
greatest affordable fashions and furnishings.

12

Social Media

As addressed, use of social media like Facebook and

Twitter is essential for communicating with the women of the
selected target market. Therefore, Paradigm recommends
specific practices to encourage online participation and to
foster entertaining and uplifting experiences.

Greater Facebook Deals

jcpenney took the reins early and rolled out its Facebook
Deals in November 2010. To further capitalize on this
opportunity, we recommend the offer of greater discounts
when multiple people check in to jcpenney using Facebook
Places. This will encourage customers to bring their
friends. We recommend that jcpenney also partner with the
malls or city areas where they are located to offer deeper
discounts when consumers check in to businesses in the
vicinity, to encourage more foot traffic. When people check
in nearby, Facebook Deal notifications of promotions will
entice them to make a visit to jcpenney as well.

Win an Update Facebook Event

Paradigm recommends using jcp.com in conjunction

with facebook.com/jcp, to create a promotional section
that allows people to submit pictures of themselves or
friends and family that are in need of a fashion update.
Customers participating in the photo uploads will have the
opportunity to share a status and link on their Facebook
wall that will advertise this giveaway, as well as link them
to jcp.com to enter and view the entries. Site visitors will
have the opportunity to vote on the posted pictures and the
five finalists will be posted to jcpenneys Facebook page.
There, everyone who has liked the jcpenney page will be
able to like the photo of the person they feel is most in
need of a fashion update. The winner will receive a $1,000
gift card from jcpenney to be used in-store or online.

13

Traditional

Paradigm will fuse traditional and new media to create a

unique campaign carefully crafted to appeal to the target
market. Based on the provided research that shows the
acclimation of 25-34 year olds to social media, a strong
correlation between social media updates and updates in
style will be communicated at all levels.

jcpenney will
always be ready
to update all
the essentials
for every major
and minor
change.

Through print and magazine placements, jcpenney will

highlight the differences between dated and updated items.
We will feature different merchandise categories featured
online and in stores. This line of advertisments will also
bring awareness to items carried by jcpenney that are
lesser known like electronics and fitness equipment.
Advertising will highlight specific brands and fashion lines
carried exclusively by jcpenney. Our research indicated
the value women place on wearing brands that appeal to
their own lifestyles and situations.
Through traditional television ads, jcpenney will show
different life events in which people need to update. New
boyfriends, new babies, new jobs, or new attitudes all
call for a status update and a style update. jcpenney will
always be ready to update all the essentials for every major
and minor change.

14

Radio
Radio ads will reinforce the concepts displayed in print
and televion advertising. Radio spots will also be used
to bring awareness to fashion lines carried by jcpenney.

Update,
because every
day matters

TARGET MARKET
SFX: GIRLS HEELS ON CEMENT WALKING TO CAR. GETS IN CAR. DOOR CLOSES. PUSHES BUTTONS
ON PHONE. STARTS CAR AND BEGINS DRIVING.
SFX: DING! (AN EMAIL UPDATE FROM HER PHONE)
ELECTRONIC FEMALE VOICE: YOU HAVE TWO NEW UPDATES. FIRST UPDATE. JASON IS NOW
SINGLE
FEMALE DRIVERS VOICE: HMMM, I LIKE THAT UPDATE.
ELECTRONIC FEMALE VOICE: SECOND UPDATE. THE ALDO BRAND AT JCPENNEY HAS JUST
INTRODUCED ITS CALL IT SPRING COLLECTION.
FEMALE DRIVERS VOICE: WOO-HOO! NOW THATS WHAT I CALL AN UPDATE!
SFX: CAR SPEEDS UP.
VO: CELEBRATE LIFES DAILY UPDATES WITH DEALS FROM JCPENNEY. VISIT US ONLINE AT
JCPENNEY.COM OR GET THE JCPENNEY DEALS APP FREE FOR YOUR PHONE.
VO: UPDATE, BECAUSE EVERY DAY MATTERS.
REWARDS CUSTOMERS
SFX: HEAR CRICKETS CHIRPING AND WOMENS TEETH CHATTERING.
WOMAN 1: CAN YOU PASS ME MY GLOVES?
WOMAN 2: WHERED YOU PUT THEM? I CANT SEE ANYTHING!
WOMAN 1: WHAT WERE WE THINKING? ITS SOOO EARLY!
WOMAN 2: WE WERE THINKING WE WERE GOING TO GET SOME AMAZING DEALS AT JCPENNEY
BEFORE EVERYONE ELSE! ONLY A COUPLE MORE HOURS.
VO: DONT WASTE YOUR TIME WAITING AROUND FOR A GOOD DEAL! JCPENNEY CUSTOMERS, GET
THE REWARDS YOU DESERVE WITH UPDATES FROM THE JCPENNEY UPDATE APP. YOU CAN CHECK
YOUR REWARDS ACCOUNT AND GET THE LATEST SALES UPDATES AND COUPONS RIGHT FROM YOUR
PHONE!
VO: UPDATE, BECAUSE EVERY DAY MATTERS.

15

Television Storyboard

FS -Woman sitting on old

couch with new boyfriend.
CUT

CU- Woman sees pictures

on her phone of her & her
old boyfriend sitting on same
couch doing the same thing.
CUT

CU-Girl panics and quickly

goes to JCP app for new
couches. Cindy Crawford
suggests one of her signature
couches exclusively at JCP.

jcp

jcp.com
LS - Woman presses update
and a brand new couch
appears. CUT

SUPER: Cindy Crawford Logo.

VO: Cindy Crawford Style,
exclusively at jcpenney.

SUPER: jcp logo

VO: Update because every
day matters

16

Digital Billboards

Outdoor digital billboards will display current tweets and

Facebook statuses of actual customers. Updates will
feature positive experiences, finding great deals, or a
new realization about jcpenney. The displayed posts
will be continually updated. Knowing that the target
market depends heavily on ratings and reviews by other
consumers, this tactic will bring shoppers voices to the
front of the campaign.
Similarly, these outdoor displays in heavily foot-trafficked
areas will, on occasion, display digital coupons. Passersby can take a photograph of the display with their phone
or camera and redeem the coupon on their next purchase
at jcpenney. This is designed to increase foot-traffic to
the store and bring a level of interactivity between the
consumer and the brands communications.

jcpenney

update

jcpenney

update

Kmart?!...this is #JCPenney,
top of the line buddy!!!

uploaded from

JEAN SALE

20% OFF

Take a picture of this billboard and recieve

20% OFF a pair of Jeans

Bus Wraps

Bus wraps designed so that passengers appear to be

wearing the latest designs printed on the bus wrap will
increase exposure and generate chatter among viewers.

17

Bus Stop Dressing Rooms

jcpenney will bring the virtual dressing room to the

outdoors at bus stops with mirrored panels that display
outfits sold at jcpenney. The updated bus stops will
let people have the chance to try on outfits offered in
stores by posing in front of the mirrors with the clothing.
Pictures taken by phone may then be posted to Facebook
or Twitter which will increase exposure and provide free
online advertising.

update

Outfit

Guerilla
Escalator Illusion

jcpenney

Escalator ads will showcase images of clothing and home

items attached to the individual steps. An image of a
shopping bag will be attached to the floor where the steps
disappear, giving the illusion that the items are flowing
into the jcpenney shopping bag. The jcpenney and update
logos will be incorporated, communicating to customers
that they should update their shopping bags at jcpenney.
The ads will run inside malls with a jcpenney store.

Icon Updates

Many recognizable icons and brand personalities lack

fashion sense. jcpenney will take the opportunity to
update their style. Betty Crocker, Little Debbie, Wendy,
Mrs. Butterworth and the Sun-Maid Raisin girl are a few
of the personalities that will get a complimentary fashion
update from jcpenney. Street artists will be hired to create
images of these and other brand personalities wearing
modern fashions. Their artwork will be found on the sides
of buildings and sidewalks. Their art will be displayed
next to traditional jcpenney posters of the same fashions.
Passers-by will be able to make a visual connection of
the use of jcpenney clothing to give makeovers to iconic
images. This tactic has potential of going viral and earning
media impressions as people post photos of the designs to
the web. No direct competitor brand images will be used.

18

Promotions

Personalized Gift Cards

24-Day Christmas Countdown

Since the majority of jcpenneys sales take place during the

winter holiday months, jcpenney will stage a major event in
December. Known as the 24 Day Christmas Countdown,
jcpenney will offer fantastic daily deals. Using Facebook
and Twitter updates, jcpenney will inform its followers
and fans of exclusive daily deals up until Christmas. Only
people connected with jcpenney via their social networks
will receive notifications of the update-deal of the day. This
will drive traffic to jcpenneys pages and will encourage
participation among followers. Updating customers with
deals that enable them to update themselves will play on
the dual meaning of the word, update.

ek
rs We
Mothe y
te
ra
b
e
Cele ith jcpenn
.
w
the 7th
rough
st th
ships
May 1 our relation ed
y
aliz
Update our person !
with y ey gift card
jcpenn

To create an opportunity to appeal to the Parent Patron of

the target market, Paradigm proposes offering personalized
gift cards in celebration of baby showers, birthdays and
Mothers Day. Grandmothers, mothers-in-law and close
friends will be able to bring photos into jcpenney stores
and upload cherished images of the gift-recipients children
or family to an onsite photo-kiosk. There they will be able
to place an order for a personalized gift card. An online
upload center may also be offered.
As a customized gift given to mothers from their loved ones
and friends, the cards will be highly valued. Mothers will be
able to show their friends the gift card and talk about the
great buys they found at jcpenney.
The gift cards will draw mothers into jcpenney stores.
Because gift cards are pre-paid this gives jcpenney and
economical advantage. Added opportunity for additional
purchases will result due to the drive of foot traffic generated
by gift cards. Similarly, having in-store photo-kiosks will
drive the gift-givers to the opportunity to make additional
purchases.
This concept can be expanded to cater to other events and
especially to wedding registry users.

Red Saturday

Playing off the popularity of Black Friday, jcpenney will hold

a new event called, Red Saturday on the Saturday before
Valentines Day. Key sales will include jewelry, cosmetics,
and lingerie. Ads will remind the target market to get all the
products they need to make a special day with the one they
love. Free chocolates will be offered at the checkout with
additional deals and discounts on the inside of the chocolate
wrapper. Deals may include a free makeup session, hair
appointment, percent discount or gift certificate to one of
jcpenneys in-store services.

19

RED Saturday Sale

february 10th
11th

jewelry

lingerie

make up

jcpenney

update

Romance

Rewards

The jcp Rewards program will be expanded to mimic the

rewards programs seen at many grocery stores. Anyone
will be able to sign up for a free Rewards card that will track
their purchases, savings and buying habits all online. Cards
will be linked to customers phone numbers and names so
they dont have to have a physical card but can just give a
phone number and name to get the benefits of the program.
Customers will be able to track their own rewards and savings
online. Rewards shoppers will be eligible for exclusive instore discounts. The real value for jcpenney will be better
targeting for direct mail and mobile advertisements.
New Rewards customers will have exclusive advantages.
Rewards customers will be able to create free personalized
jcpenney gift cards to give to friends and family. Rather
than paying the fee for printing the personalized card, they
will only be required to pay for the amount the card carries.
Additionally, Rewards customers will receive a free oneyear subscription to People StyleWatch magazine, as it is a
partner of jcpenney.

Furthermore, when registering for jcp Rewards,

shoppers will be given the opportunity to opt-in to
receive exclusive mobile and email updates about
deals, discounts and sales from jcpenney.

20

Public Relations

48% of
women want
merchandise
that supports
a cause

In order to position jcpenney as the store that enables

women to update every day, a public relations strategy
will update the perception and awareness of women
about jcpenney. The campaign will generate awareness
about jcpenneys recent changes and persuade
consumers to update with jcpenney. The corporate
image will be improved through publicity events,
sponsorships and featured news articles.

Events

The event will also be publicized with television appearances

on shows like The Ellen DeGeneres Show, as explained on
the next page.
When people check in at the event, a dollar will be donated
in their name to the Boys and Girls Club. Cash donations
for the club will also be accepted. Facebook Deals will be
used to generate additional donations at this and similar
events. These combined activities will increase awareness
of jcpenneys philanthropic activities.

Huck Your Heels

Huck Your Heels will be the largest publicity event of the

proposed campaign. The event will generate awareness
while allowing the target market to update their styles
and donate to charity by disposing of their old, worn-out
heels in exchange for a promotional coupon toward the
purchase of a new pair of heels.
Huck Your Heels will be held in jcpenney parking lots
in target cities across the nation. The event will be
comprised of activities and games allowing our target
market to physically throw out their old shoes. A heeltoss and other carnival events will entertain customers.
Knowing that 48% of women want merchandise that
supports a cause, the old shoes in good repair will
be donated as costume items to after-school theatre
programs across America. A portion of proceeds from
the shoes purchased during the event will also be
donated to after-school activities. This will strengthen
jcpenneys current efforts to support such programs.

JCPENNEYS
HUCK YOUR
HEELS EVENT

ALL PROCEEDS WILL BE DONATED TO:

21

Partnerships
Project Runway

To help jcpenney garner interest from the target market,

Paradigm proposes a partnership with the Lifetime
television series, Project Runway. Project Runway is a
show that hosts 12 contestants that compete with each
other to design fashions in a time and materials-constrained
environment. Professionals in the field judge their designs
and one or more designers are eliminated each week.
The winner receives $100,000 to start their own clothing
line and other various prizes. jcpenney would provide the
$100,000 cash prize to start the clothing line and would
feature the winners designer line in select jcpenney stores.

The Ellen DeGeneres Show

Ellens television show often promotes products and

good causes, invites guest appearances, and appeals to
those in our target market. Ellen also frequently holds fun
games on the show. Paradigm recommends that jcpenney
sponsor a game similar to the Huck Your Heels concept
on the Ellen Degeneres show. Allowing guest celebrities
to take part in the game would provide exposure for the
events taking place across the nation. The guest would be
asked to bring their old heels to huck.

People StyleWatch

jcpenney already has a strong partnership with People

StyleWatch. With this partnership, we plan to propose
an Affordable High Fashion page in the magazine that
showcases todays high fashion with jcpenney prices. This
page will show outfits worn by celebrties and will show how
the reader can get the same look using clothing offered by
jcpenney. This will work in conjunction with the People
StyleWatch/jcpenney commercials currently playing and
will help to increase sales and improve target audience
perception.

22

Further Suggestions
PitchEngine

Search and Social Media Content Analysis

allowing followers
to receive
constant
infomation about
jcpenney updates

Paradigm suggests that jcpenney make use of

PitchEngine (pitchengine.com) to disperse news about the
organization. PitchEngine provides a simple and modern
way for businesses to share releases regarding current
efforts, products, and movements within the company.
PitchEngine allows corporations to share their content and
information openly with bloggers, journalists and the public.
PitchEngine also links the content to social media outlets
such as Facebook, Twitter or Digg, allowing followers to
receive constant information about jcpenney updates.

Social Media Newsroom

"Huck Your Heels" with jcpenney

jcpenney invites women to abandon their old heels and update into new ones
PLANO, Texas In six large cities across the nation, jcpenney will host "Huck Your Heels"
inviting the women in the area to ditch their old worn-out heels and celebrate the process of
updating with games and prizes.
jcpenney customers will bring their old ratty heels to the service department of their local
jcpenney or to the actual event. With the donation of their old heels, consumers will receive
a promotional coupon to "buy one get one half off" their next purchase of heels.
"Huck Your Heels" will celebrate and update in Los Angeles, Houston, Atlanta, Jacksonville,
New York and Philadelphia between May and July 2012.... -read more-

jcpenney Chooses Paradigm

Ellen Promotes jcpenney Event

Paradigm wins at regional AAF competition to

update jcpenney

Ellen hucks her heels and invites the women in

America to do the same

BOISE, Idaho Paradigm Advertising, the AAF

organization from Brigham Young UniversityIdaho, won the reccent AAF Competition in
Boise.

LOS ANGELES Ellen DeGeneres ditches the

sneakers and dresses up in heels to promote the
"Huck Your Heels" jcpenney event.

Company

Press Contact

6501 Legacy Drive

Plano, TX 75024
(972) 431-1000
jcp.com
jcpenney.net

Paradigm
525 South Center St.,
Rexburg, ID 83460
(208) 496-1411

Paradigm recommends that jcpenney employ research

interns to monitor the Internet, specifically search engines
and social media to ensure that a public relations crisis like
the Google search scandal does not happen again. The
interns will be valuable monitors of current public perception
by doing thorough content analysis of social media.

jcpenney

jcpenney

jcpenney will begin implementing Paradigm's

campaign to update in 2012...-read more-

Recently, jcpenney was involved in a highly publicized

search engine optimization scandal that placed it at
the head of all Google searches. Even though it was a
contracted firm that caused the Google search scandal and
not jcpenney, crisis management ensures that the public
retains a positive perception of the jcpenney brand.

DeGeneres rallys the crowd claiming it's time for a

nationwide update saying,"Seriously, throw away the
ones you've had since 10th grade." -read moreInterview Contact
Paradigm
525 South Center St.,
Rexburg, ID 83460
(208) 496-1411

jcpenney Releases
jcpenney Reports February Sales Results
jcpenney Choses Paradigm Campaign Pitch
Modern Bride Unveiled Exclusively at jcpenney
jcpenney Expands In-Store Digital Experience
MNG by Mango Launches Exclisively at jcpenney
Small "Change" Adds Up to Big Difference

jcpenney Sponsors Project

Runway

jcpenney offers $100,000 to the top

designer and sponsors a startup line

PLANO, Texas Project Runway teams up with

jcpenney to create a way for new and upcoming
designers to showcase their talent on national
television. The winner of the competition will
receive a cash reward and the opportunity for a
new line...-read morejcpenney
Social Networks
Social Media Newsroom powered by PitchEngine

23

Digital Experience
Text Customer Service

Responding to the Secret Shoppers observations that

better service is required from jcpenney associates,
Paradigm suggests implementing an in-store request for
assistance via text messaging. Signs posted throughout
the departments of the store will list a number customers
can text to request assistance. The request will be routed
to on-duty associates. The associate will receive the text
via a store-owned messaging device and can seek out
the customer. This will prevent the customer from having
to leave the department to find service, allowing a longer
browsing opportunity and attentive service. Knowing that
more than 96% of women within the primary target market
own a cell phone of some kind, this effort would certainly be
effective to improve the in-store experience of shoppers.

jcpenney In-Store Experience

The jcpenney in-store experience also needs an update.

Paradigm proposes combining the emerging trend of QR
codes to revolutionize the way people shop. Using QR
codes printed on the tags of in-store merchandise, women
will be able to use their smartphones to scan the item.
If enrolled in an augmented reality program hosted by
jcpenney, they will instantly see the clothes superimposed
on their own photo via their phone. In addition, they will
see what sizes are in stock in the store and will receive
suggestions instantly of outfits that can be created with
other items available in-store. If they want to try on the
item, a virtual mini map with a compass will point them
to the nearest dressing room. If they want to buy the
item, they can do so instantly from their smartphone
and a receipt will print at a register nearby. The ease of
using a smartphone to shop without ever waiting in line,
would hold immense appeal for the target market and is
a massive opportunity for increased sales and enhanced
image for jcpenney.

24

Search = Update

To fully integrate the update idea that ties this campaign

together, we suggest jcpenneys IT department replace the
current search box located on jcpenney.com and affiliated
sites, with an empty box preceded by the term update.
This allows visitors to search for items they want to update.
For example, when a visitor is looking for shoes, they would
type shoes in the box, so it would read update: shoes.
Then the search engine would provide an array of shoes
and options to choose.

Groupon

Paradigm suggests offering regular Groupon deals in each

of the targeted cities. The huge discounts offered through
the coupon site will appeal to all three of our target markets,
as each are drawn to discounts and coupons. Because
Groupon is largely a tool that makes it easy to share with
others the same discounts, jcpenney shoppers will share
the offer with their friends. This tactic is much like free
advertising for jcpenney. Women who otherwise may not
see other forms of advertising may be more inclined to
shop at jcpenney because of the combined-purchasing
Groupon offers.

25

update

Creative

Execution
Summary

The traditional campaign will target the following areas:

Target Spot Markets

These markets were chosen on the criteria of the television population from Nielsens 2010 DMA ranking,
the number of jcpenney stores within 25 miles of the city, the average age of the population falling within
the target market of 25-34 and the median income and city growth since 2000. Paradigm used the
criteria to pick the top five city rankings from California, Texas and Florida as specified by jcpenney as its
targeted locations. Paradigm then chose five more locations across the country using this same criteria.

26

jcpenney Media Schedule

Paradigm has allocated total dollars into two distinct groups: media and promotions. Media represents $89,258,600 and promotions represent
Paradigm
has allocated total dollars into two distinct groups: media and promotions. Media represents $89,258,600
$10,741,400 of the total $100 million. According to the case study clarification questions, the budget only accounts for media spending and
and promotions
represent
of the
total $100
million.The
schedule
strictly
shows
spending.
advertising.
Paradigm$10,741,400
defines advertising
spending
as promotions.
Thefollowing
following schedule
strictly
shows
mediamedia
spending:

MEDIUM

FEB MAR APR MAY JUN JUL

AUG SEP OCT NOV DEC JAN GRPs COST (000)

Network TV

376

9,984.7

Cable TV

293

4,043.3

Syndicated

150

2,560.3

Spot Television

468

6,319.4

National Radio

234

964.6

Spot Radio

457

4,216.8

Magazine

921

18,238.5

Local Newspaper

246

8,129.3

Internet

925

21,876.8

Outdoor

11,142*

12,744.9

American Idol
NCIS
Bones
CMT
E!
Bravo

Two & a Half Men

Friends
The Ellen DeGeneres Show

Morning News
Local Syndicated Shows
Evening News

Adult Contemporary
Country
Contemporary Hit Radio
WJMN-FM (Boston)
WHTZ-FM (New York)
KIIS-FM (Los Angeles)
O Magazine
People StyleWatch
Parenting Magazine

Orlandon Times
L.A. Weekly
Austin American Statesmen
YouTube/ Hulu
Facebook/ Twitter
Keyword/ Search

Billboards
Transit

6* *

Guerrilla Marketing
Icon Update
Escalators

National Only Area

GRPs
358
206
200
COST (000) 9,322.8 3,470.3 5,090.5
Reach 90.9
78.7
80.0
Frequency
4.1
2.4
2.6

218
185
170
210
245
271
6,311.5 4,773.9 4,289.2 5,034.7 6,293.4 5,474.4
82.3
77.7
74.7
78.5
81.1
84.7
2.7
2.4
2.2
2.4
2.7
3.0

Spot + National
GRPs
501
266
274
282
245
236
COST (000) 11,886.3 4,155.3 6,043.6 7,034.7 5,458.9 5,119.3
Reach 93.6
86.8
87.2
88.7
86.0
84.4
Frequency
5.3
3.1
3.2
3.4
3.0
2.8

280
333
5,815.0 7,282.8
86.4
88.1
3.0
3.3

278
371
187
7,442.9 9,455.5 3,454.0
90.9
92.5
80.8
4.1
4.7
2.5

337
375
687
254
6,276.6 8,410.2 17,531.4 4,244.5
90.1
93.7
94.5
87.6
3.7
5.4
6.2
3.1

and Guerrilla
GRPs
notorincluded
in total
reachoforindustry
frequency
*Outdoor GRPs
are notMarketing
included in
total are
reach
frequency
because
standards
**Guerilla Marketing GRPs are not included in total reach or frequency because of unknown variables

180.0

2,899.0
70,413.1 (000)
82.7
3.0
TOTALS
4,070.0
89,258.6 (000)
88.9
3.8

27

BUDGET
Based on Advertising Age Data Center, we have calculated new media spending for jcpenney in relation to the 2009 media
spending figures. Paradigms budget and media schedule are based on the assumption that all of our recommendations
not listed on the schedule are outside the advertising/media budget allocated for this campaign.

Magazines

Paradigm suggests increasing media spending on

magazines for this campaign to 20.4% of the total budget.
Index numbers indicate that women who have purchased
clothing during spring 2009 were 6% more likely to be heavy
magazine readers.

Newspaper

In 2009, jcpenneys total media spending on newspaper

placement was 29%. A decrease in newspaper spending
during the update campaign to 9.1% reflects the decrease
in todays newspaper readership. According to the index
numbers, women who have bought any clothing in the past
12 months are only 3% more likely to be heavy newspaper
readers.

Radio

Based upon the index of media demographic of households

with one woman aged 25-34, radio spending will be
decreased from the 8% spent in 2009, to 5.8%for the 20122013 campaign. Only 13% percent of these women are
more likely to be heavy radio listeners. According to Mintel
Marketing Research for Attitudes to Internet and New Media
Marketing, 78% of the adults surveyed listen to traditional
radio.

Television

Television watching for our demographic is less than

average and declining, with the index of media consumption
for households with one woman between the ages of 2534 indicating that they are 22% less likely to be heavy
television viewers. The index for women who purchased
any clothing in the spring of 2009 indicates that they are
14% less likely to be heavy television viewers. As a result,
we have decreased television spending from 50% in 2009 to
25.66%for the proposed campaign.

28

Internet

Paradigm suggests boosting Internet spending from 10%

in 2009 to 24.5%. The three categories included are
video streaming sites such as YouTube and Hulu, social
media sites such as Facebook and Twitter, and various
fashion blogs. The index for the media demographics of
households with one woman aged 25-34 shows that they
are 31% more likely to be heavy Internet users. According
to Mintel Marketing Research for Attitudes to Internet and
New Media Marketing, 48% of adults 25-34 watch TV
shows online,and 55% watch short videos. 72% of this
demographic say they have a social networking profile and
89% of the respondents say they visit the sites at least once
a week, with 61% visiting daily.

Outdoor

We recommend increasing outdoor spending to 14.3%.

Index numbers show that women who have purchased
clothing during 2009 indicate that they are 9% more likely to
be heavily influenced by outdoor advertising.

Guerilla

Paradigm suggests dedicating .2% of the budget for

advertising stunts and guerilla marketing that will generate
buzz and provide opportunities for viral marketing for the
brand.

Promotions

Paradigm suggests allocating 10.6 % of the entire $100

million budget to fund planned campaign promotions.

Total Media Spending:

$89,258.6 (million)

TV

Internet

Magazine
Outdoor

Newspaper
radio
guerilla

24.51%
*Guerilla marketing image is not to scale.

5.8%

9.1%

25.66%

14.28%

.2%*

20.4%

29

update

Summary

Evaluation

Execution

The update
campaign will
portray a
more youthful
image of
the jcpenney
brand

Building the jcpenney brand is our goal and evaluating the growth of the brand through our
campaign will be paramount. Paradigm will use continuous tracking to ascertain if we are
meeting our objectives. This will allow us to not only measure the success of our campaign but
to make any corrections, if necessary. We have already begun this evaluation by copy testing
many of our print ads. The primary target reacted favorably to these ads and indicated they
conveyed a more youthful image of the jcpenney brand.
The four sales objectives may be evaluated utilizing jcpenneys internal database systems. To
measure how Rewards customers interact with the brand, we will utilize data retrieved via the
Rewards cards to track purchasing behaviors. To measure jcpenneys new customers and their
interaction with the brand, individuals will be invited to join jcp Rewards. This new innovative
membership will allow jcpenney to measure how often these shoppers shop at jcpenney and
provide special benefit options to shoppers.
Our two perception objectives will be evaluated by using online content analysis and surveys.
Much like our initial Twitter content analysis, we will use proper research methodology to sample
social media sites and code, categorize, and count the postings about jcpenney. Surveys will
be distributed through jcpenneys current email updates and e-newsletter. We suggest that
jcpenney consider the use of an online marketing suite that can provide a comprehensive
portfolio of optimization applications for visitor acquisition, conversion, online analytics and
channel analytics.
The first awareness objective will be tracked utilizing tools such as Google Analytics. The
second awareness objective will utilize jcpenneys internal database systems.

30

Summary

Paradigm is confident this update campaign will change the perception of 25-34 year old
women from thinking jcpenney is only for older women. By changing this perception, the
campaign will ultimately revitalize the jcpenney brand and drive the target women to its stores.

jcpenney will
rise above its
competitors and
reclaim the
proper perception
in the minds of
its treasured
customers

As we have outlined, the advertising and public relations centered events and tactics will raise
the perception of the jcpenney brand as requested in the case study.
These specialized events will create buzz in new media circles, on blogs, and online in social
networks, allowing an especially high reach and frequency during the campaign, which will
guarantee increased awareness of featured brands, events, sales, and the jcpenney brand in
general.
We know that all of these factors will result in increased sales for jcpenney as we bring in new
customers and increase the shopping frequency of existing customers.
In order to better relate to the target market, Paradigm will redefine jcpenney as a relevant, fresh
and fashionable department store. We will help consumers see they have more in common with
jcpenney than they think. With the help of this campaign, jcpenney will rise above its competitors
and reclaim the proper perception in the minds of its treasured customers.

31

Contributing AAF Students to the BYU-Idaho Chapter NSAC Competition:

Aaron Belk
Aaron Evans
Andrew Hobbs
Blake Jackson
Breanne Christensen
Brian Fletcher
Camille Hatch
Derrick Templin
Dustin Arbogast
Emerson Croxton
Haeli Johnson
Hannah Knecht
Jacquelyn Temple
Jeffrey Maloney
Jenessa Jensen

Jeremy Banner
Julia Kelley
Kaytlin Oxnam
Kyle Von Moore
Laura Gailey
Lauren Vail
Lee Bartelme
Malvina Reed
Melissa Sautter
Mike Hesse
Robert Bucker
Russell Wall
Scott Cooper
Vanessa Thurgood
Zachary Allen

Amanda Smith
Amber Cook
Amy Falke
Brady Davies
Caleb Trujillo
Chad Young
Darlene Dame
David Clukey
Dominic Bailin
Emma Ontiveros
Eric Lybbert
Glenna Patterson
Hernan Bogado
Jared Lund
Jenelle Wadsworth

Jenessa Miles
Josh Brereton
Julie Rencher
Justin Brown
Katelyn Bickmore
Katelyn Kougias
Kelly Barker
Kim Foreman
Lisa Godfrey
Megan Mayer
Nick Howard
Rebecca Boyle
Roman Dockhnov
Schylar Robertson
Sonya Martin

Paradigm Advertising

BYU-Idahos Advertising Agency is made up of members from the BYU-Idaho chapter of AAF. Our goal
is to create provocative campaigns using traditional and non-traditional media. Our campaigns have a
tradition of solid research with intelligent interpretation creating strong impressions on target markets.

M
M
G
G
II
D
D
AA
R
R
PPAA