IMC Campaign Plan
Dan Ritchie, April Alexander & Tracy Weispfenning
MKTG 343-50 Integrated Marketing Communications
Instructor: Katryna Johnson, Ph.D.
Metropolitan State University
Introduction


Company Background
 History, Mission & Market Share/Sales Info
Industry Analysis
 Growth, Current Trends, and Macro-environmental Factors

Product & Brand Information

Customer/Buyer Analysis
 Target Market, Customer demographics/psychographics

Competition

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SWOT Analysis
Promotional Programs

CREATIVE STRATEGY & THE BIG IDEA
Company Background

JC Penney was founded by James Cash Penney &
two partners who started The Golden Rule in 1902
in Wyoming as a dry goods retailer
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The company’s original mission statement was based
on the golden rule, “Do unto others what you would
have done unto you.”
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In 1907, Penney bought out the partners and in 1913
incorporated the store as J.C. Penney Company
Company Background cont….

JCP listed on the NYSE in 1929
 Catalogs introduced in 1963 and its sales surpassed $1
billion USD in 1979
 JCP.com developed in 1994 and by 2005 online sales
exceeded $1 billion USD
 CEO Mike Ullman joined JCP in 2004 and by 2010 JCP
was operating over 1100 stores
 introduced coupons, loyalty program, etc
 Sales started to decline
Company Background cont….

New CEO, Ron Johnson, hired in 2011
 Made radical changes to the company’s marketing strategy
 New logo, new look
 Introduced everyday new prices
 2013 Ron Johnson Fired and Mike Ullman returns
 Re-introducing coupons and loyalty programs
 Apologizing
Market Share & Sales info
 Market Share was calculated using 2012 data at 7.1%
 JCP experienced a 24.8% loss in revenue in 2013
 Currently stocks are at $7.70/share
Year
2012
2011
2010
2009
2008
$12.99 B
$17.26 B
$17.76 B
$17.56 B
$18.49
(24.8)%
(2.8)%
1.2%
(5.0)%
(6.9)%
Total Net Sales
Percent
Increase/Decrease
Industry Analysis
 Trends
 Technology making the industry competitive
 Price matching
 Knowing the consumers, data mining & collection
 Globalization & Distribution of merchandise (Future Growth)
 Demographics
 Income levels, regions, age and gender
 Eliminating the “one size fits all” approach
 Enhance shopper experience, offering more niche products
 Macro-Environmental Factors
 Technology, Government, Economic, Social
Product & Brand info
Customer Analysis
 Demographics
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Older women 55 and older
Only 20% of JCP customers are age 35 or younger
Annual income level of $35,000
Mostly women with 36% of total net sales from women's
apparel and accessories
Brand Loyalists
• Price Sensitive
• Don’t like change
•
Customer Analysis
Competition
 Top Competitors
 Sears, Roebuck and Co.
 Kohl’s Corporation
 Indirect Competitors
 Target Corporation
 Wal-mart Stores
 High-End Competitors
 Macy’s
 Bloomingdales
 Best Buy
SWOT Analysis
Strengths
Weaknesses
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Differentiation through private brands
Well-recognized name
Confusing pricing strategy
Alienated customers through dramatic
changes
Opportunities
Threats
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S&P Positive 2014 forecast
Increased online shopping activity
Increased desire for integrated retail
experiences
Intense competition
Competitors’ promotional activities
SWOT Analysis Explained
 Strengths: Recognized Brands & Retailer for over 100 yrs
This enables the company to distinguish itself from its
competitors
 JCP itself is a well-known brand

 Weaknesses

Confusion with customers
 Opportunities

E-Commerce
 Threats

Increased Competition
Past Promotional Programs
 “FAIR AND SQUARE” CAMPAIGN
Education on the new pricing strategy
 Ellen DeGeneres as a spokeswoman
 Confusion with customers

 “ENOUGH IS ENOUGH” CAMPAIGN
 Company ran commercials depicting frustrated shoppers
 An invitation for viewers to visit the company on Facebook to
measure their level of frustration
 THE RETURN OF SALES AND COUPONS

Mike Ullman’s return
Past/Current Promotional Programs
 2013 JCP partnered with Shopkick
 Browse look books with links to JCP.com items
 “Like” favorite items and receive reminders for them
 Save items in personalized look books
 Connect with other members with similar tastes and browse their look
books
 PUBLIC RELATIONS
 U.S. Olympic Committee
 “JC Penney. When it fits, you feel it”
POSITIONING & THE BIG IDEA
 POSITIONING STATEMENT
 for the savvy, stylish shoppers of any age looking for affordable
apparel, shoes, accessories and home goods, JC Penney is a
customer-focused, forward-thinking retailer that delivers quality
products, the latest trends, and superior customer service.
 THE BIG IDEA
“With JC Penney, you can have it all.”
PROMOTIONS
 CREATIVE BRIEF/COPY PLATFORM
 Redraw attention to the stores and engage new and existing
customers that they can have it all when they shop at JCP
 ADVERTISING STRATEGY
 Reinvent the Brand Image
 ADVERTISING APPEALS
 Showcase the wide variety of products at JCP
 Affordable pricing
PROMOTIONS

NEWSPAPER INSERTS

MAGAZINES
PROMOTIONS
PROMOTIONAL MIX
 Broadcast
Commercial – scene 1
Commercial – scene 2
Commercial – scene 3
Commercial – scene 4
Commercial – scene 5
Commercial – final scene
Print
Support and Outdoor Media
Sales Promotions - Consumer
• Coupons (both print and mobile)
• Contests (via social media and in
store)
• Loss Leaders
• Point – of – purchase displays
• Online and mobile shopping
Internet/Interactive Promotions
 Apps:
 JCP application that can offer deals with a UPC scan code that one could use on
their smartphones.
 This app can offer great deals such as 10% off of anything
 We could generate a “game” within this application where it will be like a
scratch-off lottery ticket and it will be sent to your phone once a month and the
consumer will be able to choose 1 out of 3 boxes, it will make a “scratching”
sound and will reveal the prize of the month.
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These deals can include a discounted price of an item
A buy one get one free
Or cash back rewards
Also this will enter you in an even bigger drawing at the end of the year
Internet/Interactive Promotions
cont. …
 Separate Website other than JCP Home
 This website will include a way in which you can dress yourself

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electronically
You can upload a picture of yourself and/or an avatar like you and your
body. You can click on the clothes offered by JCP in order to see what
looks good on you.
There will be an interactive button that you can click in order to get
help on certain trends, how to layer, or what you shouldn’t wear. You
can talk to a live person or look in the database for information
If you want a stylist, they are also available on this interactive website for
a fee and they will be able to meet you in stores to help you dress.
This website and the others will be link to the Facebook and Twitter
pages.
Social Media
Facebook
 Daily and weekly deals on JCP Facebook page
 Publish deals on users newsfeed
 Promotional discount of 10% off coupon for
“liking” the JCP Facebook page
Social Media cont. …
Twitter
• #JCPHaveitall will keep users current on
promotions and coupons available
• Customers will have fun and interactive ways to
share their JCP experiences through retweets,
followers, and favorites on the page
Social Media cont. …
Instagram
 Customers can showcase and display purchases made at JCP through fun and
creative photos
 JCP will have contests for customers who have shown the most creativity,
transformation, and inspiring ways to use the products purchased using the
#JCPHaveitall
 The top 10 winners will receive $500 gift card and the images maybe used in
future JCP advertisements
Social Media cont. …
Pinterest
• Customers can create their own boards to
showcase style ideas for clothing and home
• JCP will have idea boards of how to style clothing
and home goods
Social Media cont. …
Vine
• JCP will post 6 second commercials, promotions, slogans (Have it
all!), and design ideas for followers to view
• Contests will be held for customers to create an advertisement of
what JCP means to them to be used in future JCP commercials
and social media platforms
• The top 10 contest winner will receive $500 gift cards
Public Relations
Charities: Building playgrounds and park clean up – Community involvement
 Accept donations for customers at the checkout
 JCP matches each dollar that the customer’s donate for the building of playgrounds
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campaign and plus donates 50% of total donation once a goal of $500,000 is reach in
customer donations
Send out Twitter and Facebook blasts to get volunteers to come help build playgrounds
for kids in need and for park clean up with the #JCPHaveitall. And #JCPCares
Have a volunteer sign up on website 1 month before park clean up and building of
playgrounds begin – offer 10% discount on certain items for being a volunteer at these
events.
JCP with other sponsors/vendors like Nike, Carters, and OshKosh B'Gosh donate all the
tools and equipment used to build the playgrounds and for the park clean ups
Get JCP employees to volunteer their time to help build the playgrounds and clean up
the community parks
This will provide a positive image to our target market that are predominately women.
Public Relations cont. …
The American Heart Association – NEW CAMPAIGN –
not already used. / Cause-Related marketing
 The American Heart Association needs JCP’s help. With the Go Red for
Women charity, hits out target market of women and would have a
positive impact in raising awareness for this charity and disease.
 We will again, receive any donations at the check-out counters for this
and possibly even at the kiosks. On the Facebook/Twitter page we will
schedule events of the American Heart Association Heart Walk. This
event is very large and we can promote this within our stores when the
walk is happening.
 Customers can buy hearts and put their names on it around Valentine’s
Day and we will display these hearts all around JCP stores.
Public Relations cont. …
The use of MPR – Celebrity appearance
 Create in store events to meet celebrities
 Provide food and drink to customers
 Meet and greet opportunities with customers and celebrity
 Promote brand awareness with the celebrity, example Racheal Ray
promoting her cookware line, Martha Stewart or even Ellen would bring
a positive image to JCP
 Give away coupons towards purchasing the products endorsed by the
celebrity
 Have samples and product demos during the event
 Promote events via social media blasts, in store banners, web site, word
of mouth from customers and fans of celebrity, celebrity promoting
event on their own website, social media, etc.
Public Relations cont. …
Video New Release
 In order to gain awareness to these particular
charities and JCP’s involvement, we could have
Fox Business News air a clip in which
customers can receive discounts for their
efforts to help these charities. This can bring a
brighter and more comforting image of JCP
and promote a more positive brand.
Personal Selling
Training for Associates
 Warmly greeting customers
 Ask if associate can direct customer to a certain product
 If customer wants to look on their own the associate will direct
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customer to the product
Ask qualifying questions to customer to build customer confidence in
the associate to determine customer’s problem, needs, and provide a
solution
Reinforce benefits and features of the product
Provide coupons and reinforce discount of price on the product through
sales
Recommend additional items that can enhance the product the customer
is purchasing
Conclusion
 Company Background
 Industry Analysis
 Product and Brand Information
 Customer/Brand Analysis
 Competition
 SWOT Analysis
 Promotional Programs
 Creative Strategy and the Big Idea
Any Questions?