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JC PENNEY DIGITAL STRATEGY
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LOOK YOUR BEST.FEEL YOUR BEST.WITH YOUR WALLET CARING LESS.
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TARGET MARKET
PHOTO OF STAFF OR WORKPLACE(876X 272H)
AGE: 30-65
GENDER: Female
EMPLOYMENT: Employed or Unemployed
MARITAL STATUS: Both married and single
CHILDREN: Yes
RACE: Any
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SOCIAL MEDIA BLOG
MOBILEMAGAZINE
GOOGLEADWORDS
4 PILLARSOF THE DIGITAL CAMPAIGN
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THE GOAL
REGAIN CUSTOMERS LOST DUE TO JC PENNEY’S TURNAWAY FROM VALUES AND LOW PRICE, TO HIGH FASHION AND HIGH STYLE.
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SOCIAL MEDIAMAIN OUTLETS
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PINTEREST CONTEST
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6WINNERSSHARE THEIR STORYTHROUGH THE BLOG + SOCIAL
ALLOWS READERS TO CONNECT PERSONALLYWITH THE BRAND.
WHAT THEY WIN
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WHY?BECAUSE WOMEN RULE SOCIAL MEDIA
5XAS LIKELY AS MEN TO USE PINTEREST.
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LIFESTYLE MAGAZINE• Titled “Simple Luxury”
• Centered around “Look Your Best, Feel Your Best, With Your Wallet Caring Less.” Idea.
• Four sections: Fashion, Beauty, Fitness, and Lifestyle
• Totally free
• Promoted through blog and social media posts
• Content mirrors the blog, features specific and non-specific to JC Penney
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THE BLOG• Encompasses all aspects of the
working mom’s life
• About creating JC Penney as a lifestyle and not just a brand
• 4 core areas just like the magazine: Fashion, Fitness, Beauty and Lifestyle
• Focus on JC Penney products, but also contains post not centered on the brand
• Cross promoted through social media outlets
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GOOGLE ADWORDS• Series of banner
• Visual, not text-based to draw in viewers
• On a Pay-per-word, pay-per-click basis
• Possible word to purchase: Look, Fashion, Budget, Style, Lifestyle, Real Women
• All related to campaign
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MEASURING SUCCESSTHE MOST IMPORTANT PART
• Google Analytics• Tagging• Conversions
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BUDGETA DETAILED BREAKDOWN
WHO? HOW MUCH? BREAKDOWN
Digital Agency $3,650,000 $250/hr 40 hrs per week for 1 year
Graphic Designer $59,000 Hired to create banner ad campaign
Editors $98,000 2 at $49,000
writers $232,000 4 at $58,000
App Development $1,500 - 5,500 Avg cost for basic app with sharing capabilities
Adwords campaign $24,000,000 $2,000,000 per month for 12 mos
TOTAL $28,044,500