get ready

TOGETHER

OHIO UNIVERSITY

contents

03
11

marketing
acquire

21

retain

25

media

12
15
17
18
19

traditional
nontraditional
sponsorship
philanthropy
digital

22 loyalty incentives
23 digital enhancements
24 in-store enhancements
26 consideration sets
31 media spending

Executive Summary
The Golden Rule:
Treat others as you would want to be treated.
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A$;)88)<L."./0(<"/0=,<",."'/">,."'8"PQR2B"I:'."K&.'8)..",;;(0,$:":,."1&'=)="A$;)88)<"/0"K)$0+)"08)"0*"#+)('$,L."-),='81",8="+0./"
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$0+;)--'81";('$)."/:,/",()"A&./"('1:/"*0("/:)'(">:0-)"*,+'-<B"9/"'."/:)"*,+'-<"H,-&)."0*"/:)";,./"/:,/";,H)"/:)"(0,="*0("A$;)88)<L."*&/&()B

campaign objectives
!" #$%&'()"*)+,-)"$&./0+)(.",1)."23456
!" 7)/,'8"*)+,-)"$&./0+)(.",1)."23456
!" 98$(),.)".:0;;'81"*()%&)8$<",8="1(0>".:,()"0*">,--)/",+081"$&(()8/"*)+,-)"$&./0+)(.",1)."23456

target market
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'."+,A0(-<"$0+;('.)="0*C".'81-)">0+)8D")81,1)="E"+,((')=">0+)8",8="+,((')=">0+)8">'/:"@'=.B""

positioning and creative

KEY FINDINGS
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>'/:"/:)'("+0/:)(.B"I:)<"H,-&)"/:)"/'+)"/:)<".;)8=">'/:"/:)'("+0/:)(.",8=")8A0<".:0;;'81"/01)/:)(B

CREATIVE STRATEGY
J)$0+)"/:)"K(,8="/:,/"&8=)(./,8=."/:)"-'*)./<-)."0*">0+)8",1)."23456",8="$,8";(0H'=)">:,/"/:)<">,8/",8="8))=B

POSITIONING
A$;)88)<"'."#+)('$,L."+0./"/(&./)="()/,'-";,(/8)("*0("='.$0H)('81"1(),/"./<-).",/"$0+;)--'81";('$).B

BIG IDEA & TAGLINE

M)/"7),=<"I01)/:)(B

media and promotions

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/:)'("-'H).B

media spending
!"#"$%&'()
!"*+,$'-%"&'()
.+&+/"0"12'3()
45$'16'718+'39)
-%#%:"2+0';<)

EXECUTIVE SUMMARY | 1

introduction
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A$;)88)<")+K(,$)."/:'."'=),">'/:"/:)"TU)>"V00@B"U)>"W,<B"F:0"@8)>XY"$,+;,'18D">:'$:"/,@).","./);"/0>,(=";0.'/'08'81"A$;)88)<",."
,"./0()"*&--"0*"8)>".&(;('.)."*0(">0+)8B"A$;)88)<")G$)-.",/"+,'8/,'8'81"./(081"()-,/'08.:';.">'/:"'/."0-=)("=)+01(,;:'$",8=",->,<."Z8=."
>,<."/0"$08/'8&0&.-<"'+;(0H)B"U0>D">'/:"'8$(),.'81"$0+;)/'/'08"*(0+")4$0++)($)",8="K'14K0G"()/,'-)(.D"=);,(/+)8/"./0()";(0Z/.",()"
>),@",8="/:)"$,/)10(<"'."'8"/:)"=)$-'8'81"./,1)"0*"'/."-'*)"$<$-)B"?8-<"$0+;,8').",K-)"/0"&8'%&)-<";0.'/'08"/:)+.)-H).D">:'-)"()+,'8'81"
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,1)."23456D"'8$(),.).".:0;;'81"*()%&)8$<",8="1(0>.".:,()"0*">,--)/",+081"$&(()8/"*)+,-)"$&./0+)(.D"'."8)$)..,(<B"I0")**)$/'H)-<".;),@"/0"
/:).)">0+)8">)"8))="/0"&8=)(./,8=":0>"/:)<".:0;D"/:)">,<"/:)<"/:'8@",8=">:,/"/:)<"H,-&)B"F)":,H)"=)H)-0;)=","$,+;,'18"/0"(),$:"0&/"
/0">0+)8",1)."23456"/:,/"()-,/)."/0">:)()"/:)<",()"'8"/:)'("-'H)."80>",8="./,<."/(&)"/0"A$;)88)<L.":)('/,1)B"F:'-)".&$$)..*&--<"*&-Z--'81"/:)"
$0+;,8<L."0KA)$/'H).D"/:'."$,+;,'18"$08/'8&)."/0";();,()"A$;)88)<"*0("1(0>/:B"

!"#$%&'(&#()*+#+(%'(&,*$#-.'/#0&#1%+(#2&3&."-&2#'#456!#'/'.7+*+8#

Strengths

Weaknesses

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8)>"K(,8=."K<">0+)8
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/0"8,H'1,/)
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Opportunities
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:)('/,1)",8="*,+'-<",/+0.;:)()"
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!"J)$0+)",";('+,(<";0'8/"0*"()*)()8$)"
>:)8".:0;;'81
"
2 | Ohio university

Threats
!"O4$0++)($)",8="K'1"K0G"()/,'-)(.".&$:"
,."I,(1)/",8="F,-4S,(/",()"1,'8'81"
+,(@)/".:,()"
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!"W)$-'8'81"=)+,8=";(0A)$/)="'8"/:)"*&/&()

Brand perceptions
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fashion-forward retailer with
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Perceived as having
conservative and older+(7.&#$."()*/,#'/2#/"(#
having the right
shopping atmosphere.

JCPenney
3

competition

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N8%#",%&O'+/+2$0'%2?'6*+M5+2$'
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department stores
4 | Ohio university

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E*1?5,$'&"2+0

big box stores

MARKETING | 5

Where jcpenney
should be
!"#0"@&/#',&+#EFGHID#A$-&//&7#
should be perceived as the most
trusted partner for discovering great
+(7.&+#'(#$"@-&..*/,#-%*$&+<

66 || Ohio
Ohio university
university

Target Segments
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single
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married and engaged

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/:,/"+,@)"'/"),.<"/0"Z8="$-0/:).D","*(')8=-<"./,**"/:)<"$,8"'8/)(,$/">'/:",8="08)4./0;4.:0;.">:)()"/:)<"$,8"+,@)"+,8<"0*"/:)'(";&($:,.).B""

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4"S#779OWD"5R

married with kids

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/:)"H0-&8/))(D"/:)"/),$:)(",8="/:)"$0,$:B"I:)<":,H)"./0;;)="*0$&.'81"08"/:)+.)-H).",8=",()"-&$@<"/0"1)/",8":0&("0*"T+)Y"/'+)","=,<B"
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$:'-=()8D",8="K&<"+0()"/:'81."*0("0/:)(";)0;-)"/:,8"/:)<"=0"*0("/:)+.)-H).B"I:)'(".:0;;'81")G;)(')8$).",()"+&$:"+0()"*0$&.)="08"
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MARKETING | 7

primary research
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in-depth interviews
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%&)./'08.",==()..)="/:)'(".:0;;'81":,K'/.D"-'*)",8=".0$',-"()-,/'08.:';.D"10,-.",8=",.;'(,/'08.",8="/:)"@)<."/0"/:)'("'=),-"'84./0()")G;)(')8$).B"
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present
wants

future
needs

dreamer

practical

spending

managing

independent
me

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council
family

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8 | Ohio university

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MARKETING | 9

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10 | Ohio university

Acquire
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12 | Ohio university

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14 | Ohio university

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30 | Ohio university

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mar

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may

jun

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aug

sep

oct

nov

dec

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9 16 23 30 7 14 21 28 4 11 18 25

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32 | Ohio university

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campaign directors
Caroline Johnson & Chad Harville
Creative Directors marketing directors

Robert Doll & Jimmy Kahler

Nina Bressau & Hilary Johnson

PR directors Promotions directors

Brooke Carpenter & Rachel Reilly

Kristen Reid & Emily Lasko

Media directors Art directors

Samantha Akins, Brooke Barron & Mallory Kyle

Creative
KEY CONTRIBUTORS: Stephanie Cesear, Jimmie Corrigan, Wes Kasik
Samantha Akins, Ali Arko, Brooke Barron, Brooke Carpenter, Laura
Glover, John Hicks, Megan Hillman, Hilary Johnson, Mallory Kyle,
Emily Lasko, Katie OLeary, Neal Patten, Tyler Perrino, Shawna
Polivka, Kyle Ranally, Kristen Reid, Rachel Reilly, Kayla Vaughn

Marketing
KEY CONTRIBUTORS: Catherine Caldwell, Shawna Polivka
Laura Glover, Lisa Kefalos, Kyle Ranally, Logan Rice

PR/Promo
KEY CONTRIBUTORS: Catherine Caldwell, Logan Rice
Samantha Akins, Caitlin Bonacuse, Nina Bressau, Lauren Corna,
Robert Doll, John Hicks, Mallory Kyle, Hilary Johnson, Arlissa
Norman, Melissa Pennington, Brittany Perez, Tyler Perrino

MEDIA
KEY CONTRIBUTORS: Megan Bestvina, John Hicks
Nina Bressau, Emily Lasko, Melissa Pennington, Tyler Perrino,
Kristen Reid, Rachel Reilly

Megan Hillman & Tyler Perrino

PRODUCTION

Catherine Caldwell, Stephanie Cesear, John Hicks, Sarah Maclam,

Melissa Pennington, Katie OLeary

Special thanks

Curt Chapkowski, Stephanie Brozda, Loren Cellentani, Annie

Cesta, Stephanie DelRosal, Christine Ernst, Christine Friscic, Chris
Hrouda, Makaley Ikirt, Jenny Johnson, Chelsea Leasure, Max
Lombardi, Mikaela Longo, Alyse Lorber, Lo Martinez, Sarah Minter,
Danielle Morris, Gina Ranalli, Gretchen Raque, Marcie Richardson,
Kaitlyn Richert, Lisa Roach, Chelsea Thieken, Sienna Tomko,
Caitllin Whitehurst, Jordan Youtz
THREAD MAGAZINE:
Jamie Ratermann
Tyler Close, Hannah Faust, Holly Fisher, Sara Miller
SWAY THE CROWD PRODUCTIONS:
Brian Grady
-%*#%*+$'X%A"2#$12B'["&&"%8'X5*,@]+&?B's5&"%'-11*+B'YC%2'P1*?B'
Corey Poindexter, Chris Polczinski, David Polster, Daniel Sofranko,
Dan Wainio, Dayton Willison
OTHER THANKS:
Professor Davis, Aveda Salon & Spa, Athens Video Works, Court
Z$*++$'S166++B'V2]2"$C'Z%&12B'Z%&%%8