WKU Advertising Campaign for JCPenney, Spring 2011

1. table of contents
table of contents
CAMPAIGN OVERVIEW 2
CONSUMER INSIGHT 4
CREATIVE SOLUTIONS 16
CAMPAIGN STRATEGY 24
1

2. [CAMPAIGN
OVERVIEW]
J
C Penney has spent the past 100 years exists between what JCP is implementing
making the brand a household name. and what W25-34 believe to be true
However, your company is now facing about your company. The campaign will
tremendous competition from conventional convince the target market that JCP is
brick and mortar stores and online retailers. stylish, affordable, and a fun place to shop.
Not only are business dynamics changing, The agency recommends highlighting that
your customers are changing dramatically. JCP is a speciality store inside a department
Research from JCP shows that women in the store by incorporating your present tag;
25-34 demographic have similar attitudes Who Knew! into the campaign.
despite being at different stages in their Red186 has developed a multifaceted
lives. These women fall in to two categories; integrated communication plan which
women with children and women without efficiently allocates your $100m campaign
children. The women with children are budget. A key component of the plan is a
shifting their spending and shopping new reality show that will engage W25-34
behavior with fewer, more carefully and help change the current perception
considered self-purchases because they of JCP within the target audience. Each
are balancing work and family expenses. A week, stylists will compete by showcasing
large portion of women without children the beauty and versatility of JCP fashions
are recently-graduated young-professionals and accessories. Creative and other media
who purchase for work, social and nightlife. efforts will motivate W25-34 to watch the
These women need clothes that are versatile show, vote for their favorite stylist and visit
for various occasions. JCP to create their own designer wardrobes.
Primary research conducted by Red186 TV, print, mobile, out-of-home and in-store
with W25-34 illustrates that, while JCP is interactive terminals will promote your
now promoting higher-end fashion with new MNG line and incorporate the fashion
MNG by Mango and remodeling stores, the suggestions from the stylists competing on
target audience is not yet aware of these the show. The winning stylist will become
changes and tend to view JCP as a more the face of JCP and will incorporate style
traditional retailer without much distinction advice to your consumers through different
when compared to other clothing retailers. media outlets using a new application
This means that a communication gap designed for this campaign by Red186.
2
OVERVIEW 3

3. business Challenge
T
he agency’s goal is to engage women The biggest challenge in this effort will
between the ages of 25 and 34, then be to attract new 25-34 year old female
retain them as loyal JCP customers. customers without alienating your current
The campaign must convince consumers customers. Specifically, the campaign must:
that you are a stylish, affordable, and fun -Acquire female customers ages 25-34;
place to shop. A budget of $100 million -Retain customers ages 25-34 and
will be used to develop an integrated -Increase shopping frequency and
marketing communications campaign spending among current female customers
scheduled for December 2011 through ages 25-34.
April 2013 to incude pre-campaign through Source: NSAC Case Study
post-campaign strategies.
Communication task
R
[
esearch conducted by Red186’s
Consumer Experience Team (EXP
team) shows that W25-34 are
generally unaware of your new brands and
merchandising changes. Communication
efforts will target W25-34 to inform them that
JCP offers stylish, versatile, and affordable
fashions. The campaign will generate visits to
your retail locations and jcp.com to meet your
objectives.
the campaign will
generate visits to
your retail locations
[
and jcp.com to meet
your objectives.
RESEARCH
4 5

4. Market Insight Primary Competitors
A S
ccording to the research provided in pecialty retailers are also very popular
the case study, JCP lags in key brand with W25-34. Red186 developed the
metrics when compared to main following list of key retail competitors
competitors, such as Macy’s, Kohl’s, and and a brief description of their current
Target. consumer engagement promotions.
Macy’s: Kohl’s: Target: Banana Republic:
Locations: 800 Locations: 1,050 Locations: 1,750 Locations: 500
EXHIBIT A: Brand Health Measures By Competitor 2007-2009; 25-34 years old
Source: Internal Study, 2010 Merchandise: men’s, Share of Audience, Buyers, Transactions, and 2010 Males$2.46Femalesand
Sales: $25 billion in 2010 Sales: $18 billion in 2010
Merchandise:
Sales: $67.4 billion in
Merchandise: Dollars: Sales: vs. billion in 2010
Merchandise: men’s
women’s, and children’s 100% women’s,
men’s, men’s, women’s, and women’s apparel
apparel and accessories, children’s apparel and
90% children’s apparel and
Key Brand Metric Rankings* Among 25-34 year olds cosmetics, footwear, and accessories, cosmetics,
80% accessories, footwear, Banana Republic has
home furnishings jewelry, footwear, and
70% food, electronics, an active Facebook
60%
home furnishings outdoors and page and their current
Ranking Macy’s Facebook page 50% recreation equipment, campaign is “Trend
contains mostly positive 40% does not have
Kohl’s home furnishings, toys, Report: Utility Chic.”
‘07 ’08 ‘09 ‘07 ’08 ‘09 ‘07 ’08 ‘09 ‘07 ’08 ‘09 ‘07 ’08 ‘09 ‘07 ’08 ‘09 feedback, with comments 30%
a Facebook page or and office supplies
Brand Choice expressing love for 20%
an interactive website.
4 4 4 3 3 3 5 5 4 2 2 2 1 1 1 6 6 6
Go to the store in next 90 days products and brand. 10%
They do have in-store Web promotions vary,
They are conducting a 0%
interactive terminals including an active
Brand Commitment 5 5 5 3 3 3 4 4 4 2 2 2 1 1 1 6 6 6
My favorite store million-dollar makeover Internet Users
that are similar to Internet Buyers Transactions
Facebook. Target Dollars
contest tied in with the ones in JCP, only delivers weekly FSIs in
Brand Momentum U.S. Males U.S. Females
5 5 5 2 2 2 4 4 4 3 3 3 1 1 1 6 6 6 their Facebook, where smaller. Sunday newspapers
On it’s way up
eight participants will be U.S. Consumers, Non-Travel Internet Purchases, February 2010
across the U.S.
Brand Leadership selected from their fans Source: comScpre e-Commerce Report, comScore Media Metrix
Well ahead of the rest 5 5 5 4 4 4 3 4 3 2 2 2 1 1 1 6 6 6
to receive makeovers.
Word of Mouth Their Facebook page
A store I’m hearing a lot about 5 5 5 3 3 3 4 3 4 2 2 2 1 1 1 6 6 6 also has a tab called
“Trend Report” that pieces
Net Promoter Score clothes together to create
Brand advocates excluding 4 4 3 2 2 2 5 4 5 3 3 3 1 1 1 6 6 6
detractors a spring outfit.
pg. 7 Case Study
*Ranking 1-6 with 1 being the top-ranked store
Grey shading indicates the leader on attribute
RESEARCH
Please tell us which of the following retailers you have visited in the past 6 weeks.
Kohl’s 52 45%
Macy’s 55 47%
Target 100 86%
JC Penney 37 32%
Express 31 27%
6 6 New York & Company 34 29%
7

5. Primary Competitors JCP Swot analysis
Red186 used a SWOT analysis to better
identify your position in the marketplace:
Old Navy:
Locations: 1,040
Sales: $5.8 billion in 2010
Gap:
Locations: 3,100
Sales: $14.7 billion in 2010
Express:
Locations: 570
Sales: $1.7 billion in 2010
New York & Co.:
Locations: 575
Sales: $1.1 billion in 2010
S STRENGTHS
-Well-known brand
-Successful online presence
-Innovative company
W
Merchandise: men’s, Merchandise: men’s, Merchandise: men’s Merchandise: women’s
women’s, children’s women’s, and children’s and women’s apparel apparel and accessories
apparel and accessories apparel and accessories and accessories
New York & Co. sponsors WEAKNESSES
Old Navy sends out The Gap has a mobile Express has an active the TV show, “What Not -Declining revenue and profits
weekly Facebook ads. app to help customers Facebook page, which to Wear.” Fans of the -Outdated retail locations do not fit modern look
Customers interact with find which jeans is currently promoting show can find the styles -Consumers are generally unaware of new lines and remodeling efforts
the brand, discussing work best for them. their, “On With the that were featured on -Perceived as being a traditional department store
-Current media plan may not be reaching W25-34
O
coupons and sales online. Their Facebook page Show” campaign. the show through their
Old Navy also features receives moderate interactive Facebook fan
their current sales on their consumer interaction. page. New York & Co.
website. The Gap’s current also uses mobile alerts
campaign is titled,
“Modern design, style
and Twitter to reach their
consumers.
OPPORTUNITIES
-Projected growth of W25-34
in everything you do -Increasing number of women in college
and ease in everything -Greater number of W25-34 in workforce
you wear.”
T
-Exploding use of digital media by W25-34 offering new ways to engage customers
THREATS
-Growing consumer preference for specialty retail stores
-Pricing competition in the online retail space
-Department stores, such as Macy’s and Kohl’s, are ahead of JCP in key brand metrics
8
RESEARCH 9

6. BRAND INSIGHT
W
hile JCP has served certainly a positive perception, the
customers well for over agency’s EXP team discovered that
100 years, methods of W25-34 do not share this perception
engagement are rapidly changing.
You are heading in the right direction
when considering shopping for
fashionable clothes. PRIMARY RESEARCH
by adding trendier, more modern Quantitative and qualitative
lines such as Bisou Bisou, a.n.a, research conducted by the agency
Sephora, and Mango by MNG. But, targeting W25-34 found that JCP is Online Survey
T
according to the agency’s research, often perceived as “dated.” Several he research you provided with this positive and negative store experiences, the
your target market is unaware of research participants said that they assignment was extensive, showing majority of respondents listed negative ones
these changes. “think of their grandmothers” when that you clearly understand your and only one respondent had something
Many consumers consider JCP as a they think of your brand, and that customers. The EXP team at Red186 used positive to say. However, the respondents
retailer offering a wide selection of JCP “would not be a place to get the this existing research as a platform to reach did see JCP as “affordable,” but thought the
merchandise for the whole family latest fashions.” out to W25-34 through quantitative and company needed additional promotions.
at affordable prices. While this is qualitative research methods. Results from the Facebook survey led to
The agency conducted an exploratory the development of a revised questionnaire
Facebook survey last fall, with results to assess the perception of your brand
showing that most respondents considered within the target audience.
JCP“boring and outdated.”When asked about
CONSUMER INSIGHT Red186’s national online - 47% were 18-24
R
survey was launched on - 49% were 25-34
esearch shows that women give consumers a specialty store 2/17/11 and remained active
shop not only for price and experience with the department throughout the project. A total - 68% were single
quality, but for the experience. store selection. of 116 respondents completed - 29% were married
They are interested in building brand Research shows that women today
relationships and shopping in an are more independent and career-
the online survey. - 19% have children
inviting atmosphere. driven and are waiting longer to get
As shown in the case study, W25- married. The majority of this market
34 prefer your competitors when has active social lives, so work
choosing fashionable apparel, so fashions must be versatile enough
you must find an effective way to wear for various social occasions.
to communicate your message
and show that JCP wants to
10
RESEARCH 11

7. JCP Customer Experience Additional Primary Research
T
he EXP team asked survey respondents
Customer Experience
to consider their recent or past shopping
experiences with JCP, then rate their overall
Ranking from 1-9 based on mean
scores Shoppers Night Out: Friendship Circle:
R R
experience using the following attributes with (1)
1) Prices: 4.73 mean score ed186 conducted a “Shoppers’ Night Out” ed186’s EXP team hosted a friendship circle
meaning Very Poor to (7) meaning Excellent. From
2) Sales/Promotions: 4.50 mean where a small group of women between to get a more intimate feel of the perception
a purely retail satisfaction level, your customers like
3) Friendly: 4.23 mean the ages 25-34 were escorted to New York that the target market has about JCP. The
many aspects of the JCP shopping experience.
4) Value: 4.20 mean & Co., Macy’s, and JCP. The participants loved the friendship circle consisted of four women in the
But the mean scores on Merchandise Quality,
5) Ease of Shopping: 4.14 mean overall inviting atmosphere of New York & Co. target market. Some of the questions focused
Service, Fashionable Merchandise, and Selection
6) Selection: 3.52 mean and said that they would not mind spending a on the participants’ personal shopping habits
should be of concern.
7) Fashionable Merchandise: 3.41 mean little extra money to get the nice, professional and where they get their fashion advice; other
8) Service: 3.96 clothes sold there. They also like the coupons questions were focused on their perception of
9) Quality of Merchandise: 3.82 that New York & Co. offers loyal customers. When JCP in comparison to competitors. Overall, the
visiting Macy’s, the participants liked the fact that agency discovered that these women look for
it was a one-stop shop, but they also said there style guidance through stores they trust, friends,
was too much to choose from. The women TV shows, and celebrity icons. They shop for
JCP Personality Ranking also decided that Macy’s clothing is either for clothes that fit their style based on price and
younger teens or the older population; there is quality of the clothes. These consumers see JCP
nothing for the ages in between. Upon entering as a more traditional department store that has
T
he EXP team then asked survey Personality Ranking JCP, participants joked about of the clothing on not kept up with changing fashions.
respondents to rate the following Ranking from 1-10 based on mean scores display. They claimed the store was too dark, the
personality attributes with (1) meaning 1) Just the Basics: 4.75 mean displays did not show fashionable clothes, and
“Not At All” to (7) meaning “Totally” based on their 2) Traditional: 4.72 mean score that they rarely shopped there. However, they
impressions or experiences with JCP. It’s clear 3) Sociable: 3.58 mean did like the idea of the touch-screen display,
from the responses to this question that your 4) Fashionable: 3.52 mean but said it needed to be improved. Overall, the
consumers see JCP for “Just the Basics.”The sample 5) Confident: 3.46 mean Shoppers Night Out research reiterated the idea
rated Fashion average with a 3.52 mean score out 6) Creative: 3.12 mean that W25-34 have an unclear perception of JCP.
of 7. The other findings are even more alarming. 7) Takes Chances: 2.82 mean
Unfortunately, these findings support research 8) Different: 2.78 mean
supplied with the assignment and Red186’s other 9) Perfect for Me: 2.76 mean
primary research. In summary, your customers 10) Stands Out in a Crowd: 2.58 mean
perceive your stores as traditional and generally
without distinction when compared to other
clothing retailers. The lack of appeal is particularly
evident in this research with a mean score of
just 2.58 out of 7 for the attribute “Stands out in
a Crowd.” This is a huge problem, as the sample
indicated just a 2.76 mean score on the JCP
RESEARCH
attribute “Perfect for Me.”
12 13

8. Key Insight Personas
W B
ased on research supplied by JCP composites or “real-life” personas to help
hile specialty stores offer the targeted at young professional women and and the research conducted by the visualize the unique aspects of W25-34.
advantage of deep inventory with designed around what they want. agency, the EXP team developed two
a few lines, JCP provides a near JCP offers specialty store fashions in
infinite combination of clothes/accessories a department store environment. The
T T
to build the perfect wardrobe for W25-34. campaign must demonstrate the versatility of he first persona is Sara Jones. She is 27, he second persona is Michelle Davis.
Communication efforts should reveal that your merchandise to meet the fashion needs single, and has no kids. She is career- Michelle is 32, married, and has an
JCP is offering a new shopping experience of W25-34 at work, at play, and at home. minded, responsible, ambitious, and elementary-age child. She is family-
embraces change. She has a college degree, minded, works outside the home, multitasks,
rents an apartment, and works an office job and manages everything on a budget. Michelle
in the city. A one-stop shop is ideal for her has a college degree, spends most of her time
because she is so busy. Sara’s web habits with her family, and just purchased her first
Engagement Insight consist of e-mail, Facebook, Shutterfly or Flickr,
and TMZ, along with plenty of online shopping.
home. She wants to expand her professional
wardrobe, but looks for reasonable pricing
Demographics: without forfeiting quality. Her goals are directed
S
27 years old
ocial media reaches 73% of women 25- Female toward family and maintaining a career.
34, with over 300 minutes spent per Single Demographics:
No Kids 32 years old
month on social networking websites: Female
Generation: Married
Beginning of Generation Y also known as Elementary-age child
Millennials
Generation:
Characteristics/Skills: Beginning of Generation Y also know as
Career-minded Millennials
Values responsibility
Self sufficient Characteristics/Skills:
Ambitious Family-minded
Embraces change Kids are top priority
Works outside home
Lifestyle: Prioritizes and multitasks
Educated/college graduate Able to manage her family on a budget
Working in office/sales position
Rents an apartment Lifestyle:
Lives in or near a major DMA Educated/College graduate
Working mom
Behavior: Just purchased first house with her husband
Looking for a one-stop shop for several Spends time with family
needs.
Skeptical of traditional advertising. Ads Behavior:
needs to be surprising and unexpected to Needs to expand professional wardrobe
impress her. Shops for the entire family
Wants quality goods at reasonable prices
Web habits/favorite websites: Likes to be engaged by a company
Uses e-mail service to keep up with her work especially with a discount or promotion
Facebook for socializing with friends and old
college friends Web habits/Favorite websites:
Shutterfly and Flickr for photo sharing Uses e-mail for work and communication
Watches movies on Hulu with family
TMZ.com and other celebrity blogs for Facebook for socializing with friends and old
entertainment purposes sorority sisters
Blogspot/blog sites for fashion tips
Future Requirements/Goals: Flickr for sharing pictures of her children
Career now, family later with friends
Time is now to enjoy life IMDB for entertainment news
Travels 6 times a year on business
Future Requirements/Goals
Successfully balance work and family
Travel three times a year for pleasure
14 15

9. overview
T
he creative approach for this recommends using “Who Knew!” as the
campaign must extend the present tag for this campaign. The creative team
JCP campaign: “New look. New Day. focused on giving JCP a new look to target
Who Knew!” The agency’s creative group the trendy working woman.
style guide
CREATIVE
16 17

10. magazine ads
S
ophistication, style, class; a modern The agency’s creative direction was driven
twist on today’s professional woman. by this huge gap between perception and
Other stores are appealing to working reality.
women’s feminine side while giving her The creative team focused on giving JCP
the polished structure that her employer a new look targeting these young women
demands. and bringing them back into the store.
JCP, on the other hand, has fallen behind Using thin typefaces and fresh colors, the
with an undefined appeal and women 25- design is high fashion and resonates with
34 have noticed. them.
18
CREATIVE 19

11. interactive overview WEBSITE REDESIGN
R T
ed186 has redesigned JCP’s main Chic” and linking to your Facebook page. he purpose of the JCP website redesign
website, using interactive photo Special banner ads will expand to play a is to help customers navigate easily
galleries to attract W25-34 and preview of upcoming episodes. If the video through all departments of the online
showcase the new Mango line. The main is clicked, users will be redirected to the “Style store. The clean design and large buttons
page has been consolidated to be more Me Chic” website where they can meet the make it simple, but elegant.
user-friendly and visually appealing to your cast, view episodes, vote for their favorite
target market. There will be smaller banner stylist, and purchase featured clothing and
ads below all galleries, advertising “Style Me accessories. WOMEN MEN TEENS KIDS SHOES ACCESORIES HOME GOODS
MANGO
The the latest Collectionfrom Spain!
See
Mango and greatest
HAS
New looks cefhuspring! lkjjioie
for sdgdfgn
moblie app
Lorem ipsum
Easter funcefhuthe sun lkjjioie
Lorem ipsum
in sdgdfgn
Sandal Sale! 50% off lkjjioie
ARRIVED.
view the collection
Lorem ipsum cefhu sdgdfgn
Gift cardscefhu sdgdfgn lkjjioie
Lorem ipsum
for Grads
who knew!
JCP WOMEN’S PAGE Watch Style Me Chic Who will be America’s next top stylist? Vote & you could
S
this week on BRAVO WIN A $1000 JCPENNEY GIFT CARD!
ince research supports the idea that Behind-the-scenes with Whitney Port!
shopping is a social experience, Red
186 created a mobile app that allows
a shopper to scan QR code, view the item,
and then allows them to see the item on
womens
shop sizes
plus
WOMEN MEN TEENS KIDS SHOES ACCESORIES HOME GOODS
JCP HOME PAGE
their avatar. They can then share with friends talls
petites
via, Twitter, Facebook, E-mail, or Tumblr. And juniors
maternity
finally purchasing the MNG product. shop clothing
tops
who knew!
pants
jeans
dresses
skirts
shorts + capris
activewear select styles 50% off
swimwear
outerwear
sleepwear + lingerie
shop the collection
shop brands
MNG by mango
liz claiborne
bisou bisou
american living
a.n.a
st. john’s bay
worthington
shop the sale Like fashion? “Like” us for a chance to WIN A $1000 JCPENNEY GIFT CARD!
daily deals
sale
20
CREATIVE 21

12. Show logo Promotional Ad
T
he Style Me Chic logo is designed to
focus on ‘Me’ so the viewers can relate
to the contestants on a personal level.
The typeface is thin and modern to target the
choosen market.
Show site
T
he Style Me Chic site is a link from the
Bravotv.com site. It introduces the
contestants to the viewers and provides
a link to vote. There are also clips and whole
episodes that are released weekly after airing
on Bravo.
22
CREATIVE 23

13. [Campaign
strategy]
T
he primary mission of this campaign this partnership. The 12-episode program
is to reposition JCP as a leading will be hosted by Whitney Port, an American
fashion retailer for W25-34. The television personality, clothing designer, and
agency recommends a 15-month action model. In the show, competing stylists will
plan, beginning December 15, 2011 and mix and match fashions from the Mango
ending April 15, 2013. line with other clothes and accessories
The agency recommends the throughout JCP.
development of a new TV show to air on the Developing and producing “Style
BRAVO cable network entitled “Style Me Chic.” Me Chic” will be a large focus of the
BRAVO delivers programs in food, fashion, campaign. Throughout the show’s duration,
design, and pop culture to an upscale and advertisements will also be run online, in
educated audience. BRAVO is owned by print, and through various other media
NBC, which was recently purchased by outlets, which will be described in depth
Comcast, thus adding to the potential of under the specific media recommendations.
CAMPAIGN
24 25

14. TIMETABLE MEDIA RECOMMENDATIONS
pre-campaign: launch: post-campaign: Airtime Program Publicity
R
February 28, 2013- ed186 recommends purchasing In addition to developing a new website to
December 15, 2011- February 1, 2012-
April 15, 2013 airtime from BRAVO to secure promote the show, Red186 recommends
January 31, 2012 February 27, 2013
the best day and time to air the staging a consumer sweepstakes where
- Show casting, - Search for America’s - Evaluate campaign program. Each program will have 30-second viewers can vote for their favorite stylist on
development and top stylist begins effectiveness slots available for ads. Vendors should be JCP and program websites to be entered
production of Style Me - 12-episode reality - Final press encouraged to participate in the “Who into a sweepstake. They will have the chance
Chic show launched conference and press Knew!” branding campaign by purchasing to win one of 12 all-expense paid trips to
- Launch “Style Me Chic” - JCP-MNG magazine releases about success ads to promote their products. As a result, New York City to see the show and have
website ads run of the campaign vendors will offset the cost of purchasing their own fashion makeover. The program
- Facebook page - Mobile app launched - Continued airtime for the program. BRAVO will also website will be linked to BRAVO, JCP, and all
revamped and promoting which coincides with involvement through be asked to provide 15-second promo media partners wherever possible.
“Style Me Chic” interactive in-store social networks announcements to support the show. Cost Show Publicity: $3.5m
- Begin PR efforts screens - Stylist blog updated Airtime Costs: $0
- Voters choose the frequently
directed toward the
new show and overall new face for JCP - Stylist promotions/
Media Chart
Feb. March April May June July Aug. Sept. Oct. Nov. Dec. Jan.
campaign - Stylist blog launched tips for JCP consumers T.V.
Desperate Housewives
- Run teaser magazine and followers Big Bang Theory
ads for “Style Me Chic” American Idol
Dancing With the Stars
- TV promo ads begin Bachelor
Americas Next Top Model
Project Runway
Print Magazines
TV SHOW ON BRAVO Vogue
Self
Instyle
Bazar
“
W
Style Me Chic” will be sponsored by spokesperson/stylist for JCP. The winner will Latina
Websites
JCP and specially-invited vendors. have a blog linked to the JCP official website Facebook
The program will be a competition to offering styling tips and advice. The target Twitter
Youtube
find America’s next clothing stylist, who will audience will be able to communicate with thedailybeast
eventually become a spokesperson for JCP. the winning stylist, thus creating a personal hu ngtonpost
fashionista
Whitney Port will host the show joined by experience for the consumer. tmz
celebrity judges. Creative and other media Red 186 recommends 10 by 10 Entertainment toofab
fashiongonerogue
efforts will motivate W25-34 to watch the to produce the series. Cost includes the nymag
allwomenstalk
show, vote for their favorite stylist, and visit writing, casting, and actual delivery of ten fashionpaparazzis
JCP to create their own designer wardrobes. 26-minute shows and two 52-min episodes masbable
shemag
The show will air on BRAVO and will consist of from 10 by 10 Entertainment beginning T.V. Print Magazine Web
ten 30-minute episodes and two 60-minute February 13, 2012.
CAMPAIGN
4- 30 second commercial 1 page color ad banner for one month
8- 30 second commercial 1 page color ad and 1 color cover
episodes. The season finalist, chosen by the Program Production Costs - $15m
viewers, will sign a contract to be the official
26 27

15. CAMPUS EVENTS Cost of tv show & media
R
ed186 will target the top 50 universities in
the U.S. for a special college edition of the
show. The on-campus events will target
graduating female students, emphasizing
fashions to help them make a successful leap
from college to career. The agency plans to TOTAL COST OF TV Google Search Ads - Display Ads $13.5m Mobile Advertising –
partner with each school’s career placement SHOW: $28.5m $2.5m Display ad production $2M
center to enhance credibility of the events. Program Production (Define some keywords: costs: $500,000 -Mobile app production
The stylists from the TV show will be paired Costs - $15m mango, mng, chic, styl- Specific Websites: 1 million cost: $500,000
with representatives from local JCP stores Airtime Costs: $0 ish, trend setting, edgy, per website -Social media commerce
carrying the new MNG line at campus events. College Events: Cost: trendy) -Twitter app (modeling and
The agency recommends also partnering $10m -YouTube sharing JCP fashions
Cost Show Publicity: Mobile Ad Space - $3.5m - huffingtonpost.com through social media
with campus newspapers, school websites, (for JCP + Show)
and Greek organizations to help promote the $3.5m - fashionista.com platforms)
-Yahoo has an extensive - fashiongonerogue.com
events. mobile ad plan
Campus Events: $5m DIGITAL MEDIA – $23.5 - nymag.com
Million total (for JCP + - allwomenstalk.com
Show) - fashionpaparazzis.com
10 largest universities in the U.S.: -Facebook App:
$500,000 development
- mashable.com
- shemag.com
- Targeted Facebook - tmz.com
1. Ohio State University-Main Campus: 51,818
ads total- $2m - toofab.com
2. University of Florida: 51,474
- thedailybeast.com
3. Arizona State University at the Tempe Campus: 51,234
4. University of Minnesota-Twin Cities: 50,402
5. University of Central Florida: 50,121
6. The University of Texas at Austin: 49,984
7. Texas A & M University: 48,039
8. Michigan State University: 46,510
9. University of South Florida: 46,189
10. University of Illinois at Urbana-Champaign: 43,246
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CAMPAIGN 29

16. MAGAZINE ADS Harper’s Bazaar
Harper’s Bazaar gives a “sophisti-
Network TV
A R
cated” perspective into the world
ds for JCP Who Knew! and “Style Me of fashion, beauty and popular ed 186 recommends purchasing 30-
Chic” Red 186 recommends one-page culture. The magazine considers second spots in the following shows:
ads in the following magazines: itself to be the style resource for
“women who are the first to buy
SELF LATINA the best, from casual to couture.”
The total audience is about 1.4 mil-
Self magazine specializes in health, Latina is a monthly lifestyle, en-
tertainment, beauty, and fashion
lion. It reaches 88% of the female American Idol: America’s Next Top Model:
fitness, nutrition, beauty and hap- market. The market for ages 18-34 FOX CW
piness. The total audience of Self magazine targeted toward ac- cost for 30-sec slot: $400,546 cost for 30-sec slot: $150,000
is about 38% (for total circulation:
is 6.7 million. It reaches 6.2 million culturated Hispanic women. The viewing 19 million for Thursdays in 2010 viewing 3.9 million in 2010
40% is 35+).
women and the average age is magazine’s total audience is about averaging 22 million in 2010 Syndicated 12-30 sec commercial 35,000
34-38. 3 million women.
Rate base: $1.5 million - one
- 12 monthly issues for a year, I Budget: 16, 30-sec slots - $6.5m Budget: 24, 30-sec slots 2.22m
page with color, 12 monthly issues
12 monthly issues for a year, 1 page page with color is 1.4 million
with color is 1.475 Million
T.V. show ads run for the months Total: $1.4 million
InStyle The Bachelor: Project Runway:
of February through March. Three VH1 Lifetime
InStyle magazine shows celebri- cost for 30-sec slot: $250,000 cost for 30-sec slot: $200,000
cover spreads for $200,000 ties in their element, and reveals viewing 13 million in 2010 viewing 4 million in 2010
Total: $1.65m VOGUE their secrets to fashion, giving its
Vogue magazine is a collection of readers the tips and confidence to Budget: 8, 30-sec slots - $2m Budget: 8, 30-sec slots - $2m
modern fashion and culture from achieve their desired look. InStyle’s
W all over the world that is targeted core consumer is right in our target
W magazine is a fashion magazine towards women across target mar- market at 25-39 years of age. In- Dancing With the Stars: Big Bang Theory:
known for its beautiful photogra- kets, namely 25- 54. Vogue uses Style also fits JCP’s target consum- ABC cost for 30-sec slots: 250,000
phy. Its readership consists mainly both models and celebrities input ers household income. (The total cost for 30-sec slot: $300,000 viewing 13.16 million in 2010
of women with an income of over for their articles and photoshoots. audience is about 10 million. It viewing 22 million in 2010 Budget: 8, 30 sec slots: 2m
$100,000. W’s high style and daz- Vogue fits JCP consumer personas. reaches 86% of the female mar-
zling pictures are again an ideal This is a total audience of 11 mil- ket. 64% reaches the 25-34 target Budget: 16, 30-sec slots - $4.8m NETWORK TV – $28 Million
place to sell JCP’s updated look lion people. Vogue reaches 87% of market). (for JCP Ads)
and new lines that may appeal to the female market and the median 12 monthly issues for a year, 1 page TV Spot Production $5m
those readers. age is 34- 35. with color is 1.7 million Desperate Housewives: Specific shows $23
T.V. show ads run for the months ABC
Rate base: $450,000 - one page 12 monthly issues for a year, 1 page of February through March. Three cost for 30-sec slot: $210,064
with color, 12 monthly issues with color is 1.2 million cover spreads for $100,000 viewing 13.2 million in 2010
T.V. show ads run for the months Total: $1.8m Budget: 16, 30-sec slots: $3.4m
of February through March. Three
TOTAL COST MAGAZINES: $10.7m cover spreads for $200,000
CAMPAIGN
Magazine production $2.5 million Total: $1.4m
Specific magazines $8.2
(JCP + Show Promo Ads)
30 31

17. Sidewalk Displays
T
he top 50 markets will have a street to the interactive screens currently in your
side interactive displays that function stores.
like the in-store model along with new $6.3m
social media commerce features developed Indoor- $4m
as part of this campaign. The outdoor Outdoor- $2.3m
interactive displays will be similar in function
BUDGET summary & evaluation
R
ed 186 used research supplied by will meet your ambitious objectives. The
JCP as a platform to launch a number agency recommends the following budget.
of primary research initiatives to Measurement will begin before, during, and
uncover the real brand personality of your after the campaign begins by reviewing
company. This unique consumer insight performance of all interactive platforms
led to the development of an integrated and merchandise sales of items featured on
marketing communications plan that “Style Me Chic.”
TOTAL: $100m
Television Show Interactive Displays
$13.5 Million $6.3 Million
Television Ads
$28 Million
Digital Media
$23.5 Million
Production
Magazine Ads $15 Million
Contingency $10.7 Million
$3 Million
CAMPAIG
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