jcpenney - nsac 2011

36
COUGAR CONCEPTS U N I V E R S I T Y O F H O U S T O N plansbook34.indd 1 3/28/11 6:33 PM

Upload: admanscott

Post on 01-Nov-2014

5.856 views

Category:

Business


1 download

DESCRIPTION

This is a fully-integrated marketing campaign the NSAC team from the University of Houston developed for our client, JCPenney. I acted as Media Director and Lead Presenter.

TRANSCRIPT

Page 1: JCPenney - NSAC 2011

COUGAR CONCEPTSU N I V E R S I T Y O F H O U S T O N

plansbook34.indd 1 3/28/11 6:33 PM

Page 2: JCPenney - NSAC 2011

plansbook34.indd 2 3/28/11 6:33 PM

Page 3: JCPenney - NSAC 2011

executive summaryobjectivesthe jcpenney brandtheir brandresearchmeet the targetgeographybrand destinationthe campaignpaidearnedownedcontact plan calendarreturn on investmentevaluation and future thoughtsappendixthe team

23456

101112141622242829303132

plansbook34.indd 1 3/28/11 6:33 PM

Page 4: JCPenney - NSAC 2011

jcpenney is truly a unique advertising challenge. While

most advertising campaigns focus on a single product

or service, jcpenney is the conduit for hundreds of

different products, services and brands.

Communicating jcpenney’s benefits and linking it to the

broad selection of products and services it offers is a

difficult task.

Cougar Concepts’ task is to uncover insights into this

problem and provide a complete, persuasive integrated

solution. This is our plan to transform how young

women think of jcpenney and help them discover one of

America’s greatest retail institutions.

So, let’s begin.

Target The target will be called the “Transitioners” because

they are moving from one life-stage to another. They

have been segmented into three groups (Me’s, We’s

and Us’s) based on their life-stage to discover the

needs and perceptions shared by all.

Consumer InsightThe research shows Transitioners are looking to express

their unique style. They don’t want to compromise, but

many times they feel that they must.

PositioningThe proposed campaign will make jcpenney a relevant

part of their everyday lives by giving them more choices

to express themselves.

Creative

The creative strategy builds on the “Who Knew!”

campaign by showing women discovering the choices

that the jcpenney brand offers. The creative execution

breaks the mold of traditional model-driven category

campaigns. The campaign is consistent yet flexible

enough to showcase all categories of merchandise,

sales and events.

ConnectionThe campaign connects to the target audience through

a combination of paid, earned and owned media.

This integrated plan uses broadcast, print, digital,

promotions, sponsorships and social media in unique

and innovative ways.

15 opportunity markets for special local emphasis have

been selected in jcpenney-identified states of Texas,

Florida and California.

Customer Experience To help increase share of wallet from existing

customers, a program has been developed to impact

every part of the customer journey. These include

enhancements to the in-store and digital customer

experience and a personal URL program.

ConclusionThe proposed plan will deliver $12 of revenue for every

$1 of advertising with a comprehensive measurement

program to monitor success.

The plan is set. Cougar Concepts is ready to start.

2

plansbook34.indd 2 3/28/11 6:33 PM

Page 5: JCPenney - NSAC 2011

The department store industry is under

tremendous pressure. Three major trends that

impact the jcpenney brand have been identified.

Changing MerchandiseDepartment stores aggressively compete for

exclusive rights to popular and up-and-coming

brands rather than competing just on price.

Changing Shopping HabitsConsumers are changing the way they shop in

response to the economy and the evolving digital

retail world. Surveys show 67% of consumers are

logging online to compare prices, find coupons,

hunt for bargains and seek advice from other

shoppers before leaving home.

Changing CompetitionCompetition for department stores has changed

in recent years because of the accessibility and

convenience of discount, specialty and exclusive

online retailers.

Brand Purchase Funnel

25-34-year-olds

in the target market.

will be aware of the advertising

by reaching 90% of the target.

will consider

shopping at jcpenney.

will become new

jcpenney shoppers.

will become regular

jcpenney shoppers.

The challenge is to develop a fully-integrated marketing communication

program to increase jcpenney’s share of wallet of women ages 25-34. To

accomplish this, a four-year plan has been developed to increase sales

by 51% or a compounded annual growth rate of 11%.

3

plansbook34.indd 3 3/28/11 6:33 PM

Page 6: JCPenney - NSAC 2011

Surprising Competitive StrengthsIt was surprising to discover that jcpenney possesses

the following advantages compared to other

department stores:

• Operates more department stores

• Offers more exclusive brands

• Offers more services

• Offers more compelling prices

The following are areas in which jcpenney excels, and

those in which it can improve.

Strengths• Holds a diversified supplier base of more than

3,500 vendors

• Operates more stores in the United States

than any other department store

• Recognized as a well-respected and trusted

company

• Offers exclusive power brands

Weaknesses• Low customer brand loyalty

• Lack of awareness of exclusive store brands

• Perceived by customers as being outdated

and unfashionable

• Decreasing profit margin

Opportunities• Increase in online marketing and mobile

application use

• Rising consumer demand for private labels

• Changing demographics

• Consumers driven by convenience, price and

style

Threats• Economic uncertainty

• Increased competition in department store

industry

• New competition from vendor stores and

online channels

• Rising commodity prices

SWOT Analysis

4

plansbook34.indd 4 3/28/11 6:33 PM

Page 7: JCPenney - NSAC 2011

Department stores compete largely on style and price. jcpenney

needs to break out of the sea of sameness of the category’s advertising.

The style of your life.• 296 stores in 29

states

• Women’s apparel and

accessories account

for more than a third

(37%) of its revenue

The magic of Macy’s.• 850 stores in 45

states

• Exclusive and store

labels account for

approximately 35% of

total annual revenue

• Uses celebrity

designers as its

official spokespeople

Life. Well spent.• 929 full line stores in

50 states and Puerto

Rico

• No. 1 American

retailer of home

appliances, lawn

mowers and fitness

equipment

• The nation’s largest

provider of home

services

Expect more. Pay less.• 2,003 stores in 49

states

• 50th anniversary in

2012

• The second-largest

discount retailer in the

U.S. behind Walmart

Save money. Live better.• 3,616 stores in 48

states

• 50th anniversary in

2012

• The world’s largest

retailer

Expect great things.• 1,089 stores in 49

states

• 50th anniversary in

2012

• America’s fastest-

growing department

store

5

All department stores feature fashion models, celebrity designers and sales.

plansbook34.indd 5 3/28/11 6:33 PM

Page 8: JCPenney - NSAC 2011

Quantitative - Online Survey (1,200 respondents)

StrategiesBoth qualitative and quantitative research methods were used including: online

surveys, mystery shoppers, cartooning, focus groups, mind mapping, semantic

perceptual mapping, visual perceptual mapping and word association.

ObjectivesUnderstand the brand perception of jcpenney among women ages 25-34.

Understand brand equity of jcpenney advertising.

Understand the linkage of jcpenney and its exclusive brands.

Gain insight into department store shopping behavior.

Target

Walmart

Macy’s

jcpenney

When you think of department stores, which come to mind?

don’t like jcpenney

like jcpenney

From which of these department stores

have you made a purchase in the last 30 days?

Dillard’s

jcpenney

associate

jcpenney with

the color red.

are very or somewhat

familiar with jcpenney.

“jcpenney is a store that appeals to...”

agree for 35+

agree for 25-34

recalled

“Every Day Matters.”

recalled

“It’s All Inside.”

recalled

“New Day. New Look.

Who Knew!”

What was Discovered:• Macy’s owns top-of-mind awareness

• jcpenney is the least visited/shopped department store

• jcpenney is the least liked department store

• jcpenney has low brand equity

6

Macy’s

plansbook34.indd 6 3/28/11 6:33 PM

Page 9: JCPenney - NSAC 2011

Qualitative

What was Discovered:The target audience doesn’t

want to be associated with the

jcpenney brand.

What was Discovered:Transitioners shop jcpenney

for price, but not for quality or

style.

What was Discovered:Shoppers perceive jcpenney as a

place to find necessities; they prefer

to visit other department stores for

special items.

7

Mystery Shopper (50 respondents) Cartooning (50 respondents)

Focus Group (50 respondents)

“My dad’s

birthday is today. I

am getting him a

last minute gift.”

“Affordable, but

cheap quality.”

“I forgot it was

still in business.”

“My cousin’s

baby shower is

tomorrow and

she is registered

here.” “I’m looking at

the new fall line of

Jessica Simpson

shoes.”

“I buy all my

cosmetics from

here.”

“I hope he

doesn’t shop

there.”

“I find three

things I can buy

at jcpenney, but

then go to Macy’s

and get one great

thing.”

What do you think about jcpenney?

plansbook34.indd 7 3/28/11 6:33 PM

Page 10: JCPenney - NSAC 2011

Mind Map (50 respondents)What was Discovered:Teenage memories and outdated imagery are associated with jcpenney.

Modern

Inexpensive Expensive

Old

8

Image

Memories

5 Senses Advertising

Brands

TasteTouch

Sight

SmellHear

overwhelming

old peoplepink/grey/black

neat

neutral

fabric

fresh scentperfume

old cookie

calming/relaxing

old

mozart music

soft music

out of place

comforting

fabric

feels cold

“Minnie Pearl”

Teen Yearsprom dress

shopping with my mom

can’t find anything

buying school clothes

bought my work suit from thereshopping for house items

daughter’s first pictures

always has good pricescoupons sales

Christmas shopping

cheap with sales

disappointed

Liz Claiborne

NY and CO.

LEE/LeviJeans

Nike Shoes

Baby Phat

Calvin KleinDKNY

I heart Ronson

Bisou Bisou

Mango

Arizona

Sephora

A.N.A.

American Living

SouthpoleMartha Stewart

Apple Bottom

commercials

magazines

don’t see much of it

gift card

radio

not eye catching

word of mouth

newspaper sales

random models

Medium

Recall

quality products

trendy

early teen years

was old fashioned/ more classy nowdark stores

old peoplecheap

neat

friendly fresh

organized

children pics cute

fashionable

QualitativeSemantic Perceptual Map (50 respondents)What was Discovered:Transitioners positioned jcpenney as “old” and moderately priced.

plansbook34.indd 8 3/28/11 6:33 PM

Page 11: JCPenney - NSAC 2011

Word Association (50 respondents)What was Discovered:There is a disconnect between jcpenney and the newer power brands it

carries.

Barriers to overcomeThe following are key barriers the campaign must overcome:

• The perception of jcpenney is outdated

• jcpenney has low brand loyalty

• There is a disconnect between jcpenney and the new brands it carries

• jcpenney has limited advertising equity

• jcpenney is greatly misunderstood by the target

The plan is to break these barriers and integrate jcpenney and its offerings

more fully into the target’s lives.

9

Visual Perceptual Map (50 respondents)What was Discovered:The target audience associates jcpenney with traditional and conservative

styles and not with trendy merchandise.

plansbook34.indd 9 3/28/11 6:33 PM

Page 12: JCPenney - NSAC 2011

Shared ValuesAuthenticity

Convenience

Customization

Discovery

Shared ChallengesBudgets

Time constraints

Style

The target will be called the “Transitioners” because they are moving from one

life-stage to another. They have been segmented into three groups (Me’s, We’s and

Us’s) based on their life-stage to discover the needs and perceptions shared by all.

10

We’sWomen in

mature relationships

Population: 2,475,000

Katie values her privacy

and is in a committed

relationship. She’s

always in the market for

the latest fashions. Katie

doesn’t seek advice

directly, but refers to experts for insights into what is “in.” Katie is a smart shopper;

she doesn’t mind shuffling the clearance racks for discounted clothing or rummaging

through shelves and aisles for home accents.

Me’sSingle women

beginning their careers

Population: 7,704,000

Ashley is an ambitious

and dedicated young

career woman committed

to succeeding at

whatever cost. She does

not allow much time for

social events, but she does make time for shopping. Ashley’s shopping mantra is

“people don’t envy function, so I buy what looks good.” She believes fashion-forward

merchandise does not justify high prices. She always researches competitor pricing

before finalizing any purchase.

Us’sWomen who

are mothers

Population: 10,204,000

Cristina is a professional

power mom. Her family

is her top priority. Even

with her full-time job,

managing a home,

and taking care of the

children, she always sets time aside to shop. Cristina does not care about blending

in, but prefers to stand out effortlessly. She is an early adopter but does not aim to

make fashion statements. If the store sells it, Cristina has it.

plansbook34.indd 10 3/28/11 6:33 PM

Page 13: JCPenney - NSAC 2011

Markets % of US% to US Dept. Store Sales

($89,724 million/205 markets)Los Angeles, CA 5.0% 5.9%

Dallas - Ft. Worth, TX 2.1% 2.9%

Houston, TX 1.7% 2.5%

Miami - Ft. Lauderdale, FL 1.4% 2.3%

San Francisco - Oakland - San Jose, CA 2.3% 2.1%

Sacramento - Stockton - Modesto, CA 1.2% 1.5%

San Diego, CA 0.9% 1.4%

Tampa - St. Petersburg (Sarasota), FL 1.5% 1.2%

San Antonio, TX 0.7% 1.0%

Palm Springs, CA 0.1% 0.9%

Orlando - Daytona Beach - Melbourne, FL 1.1% 0.9%

West Palm Beach - Ft. Pierce, FL 0.7% 0.9%

Fresno - Visalia, CA 0.5% 0.7%

Austin, TX 0.5% 0.6%

Jacksonville, FL 0.6% 0.5%

Total 20.2% 25.1%

Fifteen opportunity markets have been selected in the jcpenney-identified states of

California, Florida and Texas based on penetration of Transitioners and department

store category sales. A national umbrella campaign will support all markets.

Hot Spot Markets

11

plansbook34.indd 11 3/28/11 6:33 PM

Page 14: JCPenney - NSAC 2011

Consumer InsightTransitioners want to express their unique style. They

don’t want to compromise, but many times they feel that

they must.

12

Current Belief“jcpenney is an old-fashioned discount

department store that caters primarily to

older women. It is a place for basics and

services, but I don’t think of it as a place that

offers contemporary fashion or merchandise

for me.”

Future Belief“jcpenney is a store where I can buy the

basics and also discover fun and unique

items that help me express my individuality.”

Current Behavior“As a result, I occasionally shop jcpenney.

I usually do when they have a great sale.

I will buy basics for me, like underwear;

housewares; or items for my child or

husband. I shop at other department stores

for items that I wear or things that I want to

show my friends.”

Future Behavior“jcpenney is the first store I check for new

merchandise. I use jcpenney for adding

a variety of things to my life from fashion,

to housewares, to some of their unique

services.”

This shows where the jcpenney brand is now and where

the campaign will take it.

plansbook34.indd 12 3/28/11 6:33 PM

Page 15: JCPenney - NSAC 2011

Brand Truthjcpenney offers more brands and services at

better prices than any other department store.

Why the Idea WorksIt taps into the consumer’s human need for

self-expression and offers jcpenney as the solution.

Discover more ways to express yourself.

Consumer TruthTransitioners want to express themselves

but feel that they must compromise.

13

plansbook34.indd 13 3/28/11 6:33 PM

Page 16: JCPenney - NSAC 2011

PositioningBy positioning jcpenney as the solution for Transitioners to express themselves, the

campaign will make jcpenney a relevant part of their everyday lives.

Changing jcpenney PerceptionFrom ToFunctional Fashionable

Dated Contemporary

Sporadic visits Everyday visits

Tired Surprising

Not for me Just for me

Execution IdeaThe campaign expresses the big idea using silhouettes of Transitioners filled with

products. This takes jcpenney beyond the sea of sameness of runway models,

celebrities or a single spokesperson.

Why the Idea WorksSilhouettes of Transitioners are a direct connection to the target. Silhouettes are

iconic fashion and art metaphors. This iconic imagery adds freshness to jcpenney’s

advertising equity. Silhouettes are flexible and adaptable to any advertising situation

from the big screen to in-store. They act as an invitation to join the jcpenney

experience.

Art DirectionThe campaign will use silhouettes of Transitioners in a variety of ways. Solid

silhouettes will be used as a brand identification tool. Silhouettes filled with products

will be used to demonstrate the breadth and depth of jcpenney. The new jcpenney

logo will complement all executions.

CopyThe copy strategy connects words and phrases that the target uses to express

themselves to the jcpenney brand. For example: “Celebrate. jcpenney.”; “Give joy.

jcpenney.”; and “Discover. jcpenney.”

Call to ActionThe campaign will direct Transitioners to the jcpenney website to research, shop, or

find a nearby store.

Multi-Cultural TranscreationThe campaign is adaptable to every language and culture. Cougar Concepts will

work with the jcpenney ethnic agencies to ensure that the campaign reaches every

audience.

The creative strategy directly builds on the “Who Knew!” campaign by showing

women discovering more ways to express themselves by simply including jcpenney

in their lives.

14

• • • • • • • • •

• • • • • • • • • • •

• • • • • •

• • • • • • • • • • • •

• • • • • • • • •

plansbook34.indd 14 3/28/11 6:33 PM

Page 17: JCPenney - NSAC 2011

Why are we advertising?To increase the level of purchase penetration and frequency among

women, ages 25-34.

Whom are we advertising to?25-34 year old female consumers; the “Transitioners.”

What do they currently believe/think?jcpenney is convenient and reliable when it comes to staple items, but it is

not a store for items that would express their personality.

What do we want them to do/think?By discovering jcpenney, they will find surprisingly contemporary fashion at

compelling prices that will let them express their unique style.

What is the most compelling thing to say?They can discover more ways to express their unique style at jcpenney.

What tone do we want to take?Light, friendly, sincere and confident.

MandatoriesUse new jcpenney logo with Pantone color 186.

Pre-TestingThe creative has been pre-tested with both Transitioners and current jcpenney

customers. Testing affirmed that Transitioners and current customers would be

motivated to shop at jcpenney.

15

Transitioners Current jcpenney Customers

“They make

me want to go

and check

them out.”

“I like it more

than ‘Every

Day Matters’.”

“I like the

text, it makes

me want to go

shopping.”

“I like it! I

would shop

at jcpenney.”

“Looks classic

and simple.”

“It’s

very hip and

trendy.”

“I like it, it’s

something

different.”

“It seems

fresher,

renewed.”

“It’s different

than older

campaigns.”

“I would

definitely join

the baby

registry.”

plansbook34.indd 15 3/28/11 6:33 PM

Page 18: JCPenney - NSAC 2011

National Network TelevisionWhat: 15-second primetime commercials on five networks.

Why: Highest reach with top 20 rated programs for Transitioners.

How Many: 890,000,000 impressions

How Much: $29,200,000

National Cable TelevisionWhat: 15-second commercials on six cable networks.

Why: The selected cable networks have 120+ viewing index for Transitioners.

How Many: 715,000,000 impressions

How Much: $14,900,000

Objectives• Reach 90% of Transitioners (females ages 25–34)

• Support key sales periods and events

• Provide additional support to hot markets

Strategies• Use traditional, non-traditional and digital media to reach Transitioners

• Schedule support with emphasis leading into seasonal thrusts

• Support hot spots with local media and promotions

Kick-off: 2012 Academy AwardsWhat: 15-second commercials in the Academy Awards.

Why: jcpenney has a rich tradition of sponsoring the Academy Awards; the highest

viewed fashion event with 41.7 million viewers in 2010.

How Many: 250,000,000 impressions

How Much: $7,000,000

OlympicsWhat: 15-second commercials in the 2012 Summer Olympics.

Why: The Olympics had a 16.2 rating in 2008.

How Many: 280,000,000 impressions

How Much: $7,000,000

Connection Planning not only reaches Transitioners, but also connects them to the

brand. The Connection Plan consists of three categories of media: Paid, Earned and

Owned. Each provides a different level of consumer engagement. Paid media is

anything that is purchased on behalf of jcpenney activating the brand funnel.

16

Grey’s A

natomy

Dancing w

ith the Stars

Law &

Order: SVU

The Office

The Good W

ife

How

I Met Your M

other

House

Bones

Glee

Vampire D

iaries

Gossip G

irl

One Tree H

ill

mystyle. ®

plansbook34.indd 16 3/28/11 6:33 PM

Page 19: JCPenney - NSAC 2011

17

Frame 1: Music fades in.

Frame 1: Music fades in.

Frame 3: Silhouette fills with product.VO: “jcpenney gives you

so many ways...”

Frame 5 VO: “Celebrate

choice.”

Frame 2: Silhouette appears.VO: “With exclusive

brands like Aldo, Mango

and Cindy Crawford

Style...”

Frame 4: Real woman replaces silhouette.VO: “to express your

style.”

Frame 6: Music fades out.VO: “jcpenney.”

Celebrate: 15-second

Joy: 15-second

Frame 3: Silhouette fills with product. VO: “From Mango to

American Living to

Cuisinart...”

Frame 5 VO: “Give joy.”Frame 2: Silhouette appears.VO: “Give a lot without

spending a lot.”

Frame 4: Real woman replaces silhouette.VO: “jcpenney makes it

easy to reward those on

your ‘nice’ list.”

Frame 6: Music fades out.VO: “jcpenney.”

plansbook34.indd 17 3/28/11 6:33 PM

Page 20: JCPenney - NSAC 2011

Total Print – MagazineWhat: 101 full-page 4-color ads in 10 magazines.

Why: Transitioners read 6+ magazines a month.

How Many: 361,000,000 impressions

How Much: $13,700,000

Parenting American Baby: 6 full-page, 4-color ads: $1,200,000

Parenting: 6 full page, 4-color ads: $1,000,000

Fashion Vogue: 12 full-page, 4-color ads: $1,600,000

People StyleWatch: 11 full-page, 4-color ads: $900,000

Bridal Modern Bride: 12 full-page, 4-color ads: $1,600,000

Women Interests Elle: 12 full-page, 4-color ads: $1,200,000

InStyle: 12 full-page, 4-color ads: $1,800,000

Marie Claire: 12 full-page, 4-color ads: $1,400,000

Glamour: 12 full-page, 4-color ads: $1,600,000

Cosmopolitan: 6 full-page, 4-color ads: $1,400,000

18

plansbook34.indd 18 3/28/11 6:33 PM

Page 21: JCPenney - NSAC 2011

19

plansbook34.indd 19 3/28/11 6:33 PM

Page 22: JCPenney - NSAC 2011

Video Websites Pre-rollWhat: 15-second advertisement on Hulu and YouTube.

Why: 43% of Transitioners visit YouTube or Hulu at least once a month.

How Many: 9,000,000 impressions

How Much: $1,100,000

OutdoorWhat: 25 GRP/showings of 14’x48’ outdoor boards placed in hot markets.

Why: Outdoor has a 125 index for Transitioners.

How Many: 80,000,000 impressions

How Much: $3,900,000

Search Engine MarketingWhat: Search engine marketing on Google, Bing and Yahoo.

Why: SEM is the top method to drive consumers to the jcpenney website.

How Many: 480,000,000 impressions

How Much: $1,500,000

Dating Website Rollover BannersWhat: 336x280 pixel banner advertisement on Match.com and eHarmony.

Why: “Me’s” represent 25% of the total monthly visits to online dating services.

How Many: 200,000,000 impressions

How Much: $3,000,000

20

Campaign Keywords Brand Keywords

A B

Discover style.

choice.Celebrate

plansbook34.indd 20 3/28/11 6:33 PM

Page 23: JCPenney - NSAC 2011

Color-sensitive Digital Mall DisplayWhat: 15 color-sensitive backlit

interactive mall displays in the hot

markets.

Why: Engages shoppers by reflecting

the color of their clothing onto the

display.

How Many: 378,000,000 impressions

How Much: $650,000

Interactive Transparent Mall DisplayWhat: 15 interactive transparent mall

displays in hot markets.

Why: Transparent displays allow

shoppers to incorporate themselves

into the advertisement, which helps

generate buzz.

How Many: 378,000,000 impressions

How Much: $650,000

CinemaWhat: 15-second commercial in 75 theatres in hot markets.

Why: Cinema advertising recall is three times greater than television.

How Many: 55,000,000 impressions

How Much: $1,100,000

Added Value - Media BannersWhat: Banner ads on websites of purchased media (Academy Awards, Olympics,

network and cable television channels, and magazines).

Why: Ads will increase reach by 10%.

How Many: 249,600,000 impressions

How Much: Free as bonus weight.

Considered, But Not RecommendedWhat: Radio

Why: The campaign is visually driven.

What: Newspaper

Why: Daily readership is below average for Transitioners and the jcpenney insert

program covers the newspaper category.

21

choice.Celebrate

plansbook34.indd 21 3/28/11 6:33 PM

Page 24: JCPenney - NSAC 2011

Objectives• Create buzz for jcpenney campaign and support

the seasonal events

• Create events to reach Transitioners

• Build an active community of jcpenney followers

• Build on existing jcpenney causes

EventsAcademy Awards CeremonyHow it Works:Prior to the Academy Awards, simultaneous fashion

shows outside jcpenney stores break out in a flash

mob style. Videos of each market will be immediately

uploaded to YouTube.

Why it Works:The fashion shows will generate buzz for the Academy

Awards telecast and alert shoppers of the “red carpet

ready” looks available at jcpenney.

110th Anniversary Guerrilla RV EventHow it Works:Beginning April 14, 2012, jcpenney will tour in the “Miles

of Style” RV to the hot spot markets. Once there, a

team of jcpenney employees will provide makeovers to

jcpenney customers. Destinations will remain a secret

until the day of its arrival. Locations will be announced

exclusively on Twitter and Facebook. An on-going blog

on Tumblr will chronicle the event.

Why it Works:These events are attention-grabbing and will create

a community of jcpenney

followers.

Sales Event: “World’s Biggest BOGO”How it Works:In honor of jcpenney’s 110th anniversary, every Tuesday

in April shoppers who spend $110 or more will receive

$110 worth of jcpenney store credit.

Why it Works:Tuesday is the slowest day for retail sales and BOGO

(buy one, get one) events have proven successful for

similar retailers.

Olympics “Summer Star” ContestHow it Works:Women will be asked to submit a 60-second video to be

in the next jcpenney television commercial. The winner

will be featured in the summer Olympics commericals

and will receive a $5,000 shopping spree.

Why it Works:Similar to the profitable and praiseworthy “Real Women

of Dove” campaign, this approach breaks from the

category tradition by asking real women instead of

models to try out for a national commercial.

Holiday Sales Event: “Monday Before”How it Works:jcpenney preempts the holiday shopping season the

Monday before Black Friday by launching “Monday

Before,” a special event in which jcpenney Facebook

fans receive push discounts as deep as Black Friday’s.

Why it Works:It will differentiate jcpenney from other retailers by

offering a specialized savings day.

Earned Media makes jcpenney a part of the consumer

conversation.

22

plansbook34.indd 22 3/28/11 6:33 PM

Page 25: JCPenney - NSAC 2011

Media PartnershipsMatch.com and eHarmonyHow it Works:A “personal stylist” smartphone application will be

featured on Match.com and eHarmony that Transitioners

can use for assistance in selecting the “perfect outfit.”

Why it Works:Similar to other fashion applications, this promotion will

build buzz amongst the “Me’s.”

Great Bridal ExpoHow it Works:To extend the media purchase targeted to “We’s”, a

co-sponsored booth with Modern Bride will feature

literature about jcpenney’s bridal registry merchandise

at the Great Bridal Expo touring tradeshow.

Why it Works:The Great Bridal Expo reaches 80,000 “We’s” in hot

markets with free additional media exposure.

“Mommy Makeover”How it Works:To extend the media purchase for the “Us’s,” a “Mommy

Makeover” contest will be announced in American Baby

magazine. Five winners will be selected and one will be

featured each month for five months.

Why it Works:Like other makeover campaigns, which generated

thousands of entries, this will extend the reach of the

paid media purchase.

Merchandise PartnershipsElie SaabHow it Worksjcpenney will offer an exclusive line of Elie Saab fashion

merchandise.

Why it WorksSaab is a highly regarded fashion designer and has

dressed high-profile celebrities, such as Beyoncé, Halle

Berry and Angelina Jolie, who appeal to Transitioners.

Anne HathawayHow it WorksCreate a partnership with Anne Hathaway to design an

exclusive line of clothing and housewares.

Why it WorksAnne Hathaway was selected to host the 2011

Academy Awards for her appeal and relevance to

women in the jcpenney target audience.

Brand PartnershipsCo-Branded Credit Card: VisaHow it Works:jcpenney will partner with Visa to create a jcpenney/Visa

credit card that can be used anywhere. Cardholders

will earn points for all purchases and bonus points for

purchases made exclusively at jcpenney.

Why it Works:Like Amazon and Target, co-branded cards have

proven to add value, profit and customer retention.

23

plansbook34.indd 23 3/28/11 6:33 PM

Page 26: JCPenney - NSAC 2011

PURL How it Works:Customized invitations containing personalized

URLs (PURL) will be mailed to jcpenney customers.

Users will be able to set up their own personalized

shopping site that ties to the jcpenney rewards

program.

Why it Works:PURL programs have proven to be 50% more

effective than other customer retention efforts.

Cost:$3,800,000

Objectives• Develop ongoing mobile-rewards program to increase shopping frequency

by 10%.

• Develop a loyalty program to increase customer shopping frequency and

average ticket by 15%.

• Increase number of jcpenney website visits by 10%.

MobileHow it Works:A smartphone application that allows Transitioners to search for and

buy merchandise.

Why it Works:It simplifies and customizes the Transitioners’ shopping experience.

Owned Media allows jcpenney to directly engage with consumers by controlling

the channel.

24

Select your favorite brands

Home jcp.com

Find my jcp Outfit

a.n.a.adidasadobe staraldoalfred dunnerallen balyxamerican livingarizonabisou bisoubloni nitesbriggs new york corpbyer california

plansbook34.indd 24 3/28/11 6:33 PM

Page 27: JCPenney - NSAC 2011

WebsiteRecommended Changes:

25

What’s Your Style?Users can select their style

(modern, traditional, etc) to create a

customized shopping experience.

What’s New?A feature showcases jcpenney’s fast

fashion that pulls together the latest

choices in one place.

My jcpA link directs customers to sign up

for their own URL (PURL) where

they can customize their shopping

experience and receive merchandise

updates.

Personal ShopperUsers will be able to receive

assistance with all matters pertaining

to jcpenney and fashion. Live chat

allows users to create a personal

connection with jcpenney.

Employee FavoritesAssociates will tweet their ‘likes’

based on merchandise in People’s

StyleWatch, thus pushing and

personalizing the latest looks.

plansbook34.indd 25 3/28/11 6:33 PM

Page 28: JCPenney - NSAC 2011

Bag ExpressionHow it Works:Reusable shopping bags will be sold to

shoppers at a discount. Proceeds will

be directed to a jcpenney charity of the

customer’s choice.

Why it Works:It extends the campaign and creates

positive buzz.

Reach.

Discover.

EnteringHow it Works:An interactive kiosk provides shoppers

the ability to navigate through the store

on an electronic map and schedule salon

or portrait studio appointments.

Why it Works:This allows shoppers to quickly find what

they want.

In-Store ExpressionHow it Works:Three dimensional jcpenney posters

will be placed throughout the store.

Why it Works:This reinforces the campaign benefits

and links jcpenney with its exclusive

power brands.

Fashion PresentationHow it Works:Black plastic mannequins and

branded price tags will emphasize

jcpenney’s contemporary fashions.

Why it Works:They better sell merchandise and

complement the campaign.

In today’s retail environment, customers expect a highly personalized and integrated

cross-channel brand experience. Every touchpoint has been mapped to provide

Transitioners a highly customized and enjoyable shopping experience in order to

maximize share of wallet for jcpenney.

26

$19.99

Discover

Celebrate

Celebrate

Discover

plansbook34.indd 26 3/28/11 6:34 PM

Page 29: JCPenney - NSAC 2011

Virtual FittingHow it Works:Digital gesture recognition technology will be used to

display virtual outfits on customers.

Why it Works:This will encourage shoppers to try new styles and

make additional purchases.

Express and ShareHow it Works:A photo booth enables shoppers

to take pictures of their looks and

share them with friends via social

media or e-mail.

Why it Works:This provides instant approval of

one’s friends, which is important

when making purchasing

decisions.

Personal TouchHow it Works:The “I Make My jcpenney G.R.E.A.T.” program

allows associates to personalize their work

environment and share information.

Why it Works:This builds on the current jcpenney

G.R.E.A.T. program used to motivate

associates.

27

y n

exit

Black Enamel NecklaceLiz Claiborne

$22

Crystal Accent WatchBulova

$53

Ruffle Silk TopWorthington

$20

Sequenced Black DressBisou Bisou

$40

Black Leather PumpsAldo$49

Beige Leather PurseMango

$99

Recommendations Based on Items You Like

Discover

Celebrate

Celebrate

Discover

plansbook34.indd 27 3/28/11 6:34 PM

Page 30: JCPenney - NSAC 2011

28

Annual Sales Percentage (%)

Seasonal Impressions Cost ($)

Holidays

Weeks 6 13 20 27 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28

Paid Media

Print: Full-Page, 4-color

10 Magazines 361,000,000 13,700,000

Television: 15-second

5 Networks 890,000,000 29,200,000

Summer Olympics 280,000,000 7,000,000

Academy Awards 250,000,000 7,000,000

Cable: 15-second

6 Cable Networks 715,000,000 14,900,000

Outdoor: Hot Spot Markets

25 GRP Outdoor Boards 80,000,000 3,900,000

Color-sensitive Digital Mall Display 378,000,000 650,000

Interactive Transparent Mall Display 378,000,000 650,000

Digital

Search Engine Marketing 480,000,000 1,500,000

Dating Website Rollover Banners 200,000,000 3,000,000

Video Website Pre-roll 9,000,000 1,100,000

Added Value - Media Banners 249,600,000 **

Cinema: Hot Spot Markets

15-second in 75 Theaters 55,000,000 1,100,000

Earned Media

Promotional Events

Great Bridal Expo 500,000 *

"Mommy Makeover" 200,000 *

Guerrilla

"Miles of Style" RV Tour 1,700,000 *

Academy Awards Ceremony 1,700,000 *

Charity

Reusable Bags 3,800,000 *

Social Media

Olympics "Summer Star" Contest 20,000,000 *

Owned Media

Digital

jcpenney Website 15,500,000 ***

Personal URL (Direct Mail) 3,800,000 3,800,000

Smartphone Application 300,000 *

In-store *

4,373,100,000 $87,500,000******

6840 GRPAnnual: 95% Reach/ 72 average frequencyMonthly: 95% Reach/6 average frequency

Will be added as bonus weight with paid media.Covered under IT.

Funded by a separate jcpenney budget.

jcpenney 110th AnniversaryAcademy Awards Olympics / Back to School Holiday Season

Mother's Day

July August

7.4 8

February 2012

7.2

March

7.9

May

8.4

JuneApril

7.7 7.7

September

7

TotalOctober

7.5

November

10.1

January 2013

6.4

December

14.7

Thanksgiving ChristmasValentine's Day Father's Day Independence Day Labor Day

plansbook34.indd 28 3/28/11 6:34 PM

Page 31: JCPenney - NSAC 2011

Return on InvestmentBy reaching 90% of Transitioners with a compelling

message, at least half the audience should consider

shopping at jcpenney. If only 13% of those who are

aware of the advertising become regular jcpenney

shoppers, an additional $948 million of annual revenue

will be generated. This, coupled with a 15% increase in

existing jcpenney shopper’s sales of $270 million, will

yield a total of $1,218 million in additional annual sales.

The result is $12 of revenue for every $1 spent on advertising.*

BudgetThe $7.5 million agency fee is an estimate of the hours

it will take to provide jcpenney with a dedicated team

of management, planning, creative, media, production,

traffic, social media, public relations and digital

development. This fee returns $7.5 million to jcpenney

to either add to the budget or to take to the bottom

line. Cougar Concepts considers itself a partner with

jcpenney and intends to provide high-caliber service

that yields results. Because of this, Cougar Concepts

proposes that the compensation be fee-based rather

than commission-based.

*See appendix for details

29

Academy Awards

Summer Olympics

Network Television

Cable Television

Magazine

Digital

Local

Agency Fee

Paid Media

Contingency

Direct Mail (PURL)

$100 Million Total Budget

plansbook34.indd 29 3/28/11 6:34 PM

Page 32: JCPenney - NSAC 2011

Campaign EvaluationCougar Concepts will measure the effectiveness of the

campaign through:

• A post-wave to the benchmark awareness, attitude

and usage study

• The number of impressions in the connection

schedule

• The response to the PURL program

• The number of fans generated by social media on

Facebook and Twitter, and other digital applications

Cougar Concepts asks you to provide measures of:

• Overall sales for the target

• Comparable store sales of the system and the hot

markets

• Retention and sales from the PURL program

• New credit card holders

• Associate satisfaction of the overall program

The campaign will be adjusted based on market and

media dynamics.

Future ThoughtsThis campaign sets into motion a self-expression

movement that will pave the way for jcpenney to reach

the 2014 goal of becoming one of America’s favorite

retailers.

Final ThoughtsCougar Concepts discovered that the jcpenney brand

is not just in the department store business, but in

the self-expression business as well. By releasing the

benefits that jcpenney has hidden in plain sight, Cougar

Concepts can re-connect the jcpenney brand with

today’s Transitioners. That is exactly what this campaign

has been designed to accomplish; it is an insight-based

and fully integrated campaign that builds on the equity

of the jcpenney brand.

Cougar Concepts is confident that this plan will not only

meet your objectives, but exceed them.

Thank you. When can we start?

jcpenney authorization

30

plansbook34.indd 30 3/28/11 6:34 PM

Page 33: JCPenney - NSAC 2011

Online Articles AARPWashington. “ YouTube - MXYPLYZYK Store Tour .” YouTube - Broadcast Yourself. . N.p., n.d. Web. 7 Mar. 2011. <http://www.youtube.com/watch?v=sjbjuFQ64-g>.

AARPWashington. “ YouTube - Paco Underhill on Channel 2 Israel March 2007 .” YouTube - Broad cast Yourself. . N.p., n.d. Web. 7 Mar. 2011. <http://www.youtube.com/ watch?v=xvJWRUBJNGI>.

Adology. Sales Development Services, Inc., n.d. Web. 5 Mar 2011. <http://www.ad-ology.com/>.

“American Baby Media Kit.” Meredith. Meredith Corporation, n.d. Web. 8 Mar 2011. <http://www. meredith.com/mediakit/ab/print/abmk_rts.html>.

“America’s Families and Living Arrangements: 2010.” U.S. Census Bureau. U.S. Department of Commerce, n.d. Web. 5 Mar 2011. <http://www.census.gov/population/www/ socdemo/hh-fam/cps2010.html>.

“America’s Shopping Destination for Discovering Great Styles at Compelling Prices .” jcpenney.net. jcpenny, n.d. Web. 3 Mar 2011. <http://www.jcpenney.net/about/jcp/default.aspx>.

“CAC Research.” Cinema ad Council. Cinema Advertising Council, 2010. Web. 8 Mar 2011. <http:// www.cinemaadcouncil.org/cac_researchMain.php>.

“Calculated estimated U.S. population of males and females with Fabry disease.” The National Fabry Disease Foundation. The National Fabry Disease Foundation, n.d. Web. 5 Mar 2011. <http://www.thenfdf.org/wsc_content/pics/user_upload/Fabry%20population.pdf>.

Cardon, Mercedes. “Dollar Stores are Taking Walmart’s Lunch Money.” Daily Finance. AOL, 4 Dec 2010. Web. 4 Mar 2011. <http://www.dailyfinance.com/story/company-news/dollar- stores-walmart-customers-market-share-competition/19740366/>.

Chang, Andrea. “Kohl’s is fitting in with the new frugality.” articles.latimes.com. Los Angeles Times, 30 Jan 2010. Web. 24 Feb 2011. <http://articles.latimes.com/2010/jan/30/business/ la-fi-kohls30-2010jan30/3>.

“Color Sensitive Interactive Billboard.” Vimeo. Web. 14 Mar 2011. <http://vimeo.com/10695851>.

“Corporate Overview.” Target. Target, n.d. Web. 4 Mar 2011. <http://investors.target.com/phoenix. zhtml?c=65828&p=irol-homeProfile>. “Cosmopolitan Media Kit.” 2011 Advertising Rates. The Hearst Corporation, 01/01/2011. Web. 8 Mar 2011. <http://www.cosmomediakit.com/r5/showkiosk. asp?listing_id=3903638&category_code=rate&category_id=27809>.

“Database Search UH Libraries.” Database Search. The University of Houston, 2010. Web. 8 Mar 2011. <http://info.lib.uh.edu/edbs/search/srds>.

“Department Stores Industry Research in the US.” IBISWorld. IBISWorld, 07 Dec 2010. Web. 4 Mar 2011. <http://www.ibisworld.com/industry/default.aspx?indid=1090>.

“eHarmony Media - Advertising Information.” eHarmony. eHarmony, Inc., 2010. Web. 8 Mar 2011. <http://www.eharmony.com/advertising>.

envirosell. “ YouTube - Doug Miles interviews author Paco Underhill.wmv .” YouTube - Broadcast Yourself. . N.p., n.d. Web. 7 Mar. 2011. <http://www.youtube.com/ watch?v=IHADYEaQ8A8>.

Fitzgerald, Drew. “JC Penney Installs Touchscreen Interfaces At 120 Stores.” The Wall Street Journal. Dow Jones & Company, Inc., 07 Feb 2011. Web. 5 Mar 2011. <http://online.wsj.com/ article/BT-CO-20110207-709205.html>.

floralparkkid. “ YouTube - Paco Underhill in Ruse, Bulgaria_6 .” YouTube - Broadcast Yourself. . N.p., n.d. Web. 7 Mar. 2011. <http://www.youtube.com/watch?v=Tiijm2NDWj4>.

“Focus Groups.” University of Wisconsin-Extension. Downtown and Business District Market Analysis, n.d. Web. 4 Mar 2011. <http://www.uwex.edu/ces/cced/downtowns/dma/7. cfm>.

Gill, Cassandra. “The Colours of the Top 100 Web Brands.” Truly Deeply. Truly Deeply, 04 Feb 2011. Web. 5 Mar 2011. <http://www.trulydeeply.com.au/madly/2011/02/04/the-colours-of- the-top-100-web-brands/>.

“Green Rankings: U.S. Companies.” www.newsweek.com. newsweek, 18 Oct 2010. Web. 15 Jan 2011. <http://www.newsweek.com/2010/10/18/green-rankings-us-companies.html>.

“HFMUS.” ELLE Rates. HFM U.S. , 2011. Web. 8 Mar 2011. <http://www.hfmus.com/hfmus/media_ kits/fashion_beauty_design/elle/magazine_advertising/rates>.

Hiestand, Micheal. “An Olympic ratings analysis.” USATODAY. USATODAY, 8/24/2008. Web. 1 Mar 2011. <http://www.usatoday.com/sports/columnist/hiestand-tv/2008-08-24-olympics- ratings_N.htm>.

“How to Price Vinyl Banners.” Airpark Banner & Signs. N.p., 2006. Web. 15 Feb 2011. <http://www. airparksign.com/banners/how-to-price-vinyl>.

“Hulu - About.” Ad Specs. Hulu, 2011. Web. 8 Mar 2011. <http://www.hulu.com/about/advertising/ adspecs>.

“InStyle Media Kit l InStyle l General Ad Rates.” InStyle. Time, Inc., 2011. Web. 8 Mar 2011. <http:// www.instyle.com/instyle/static/advertising/mediakit/instyle/generalad.html>.

“Investor Overview.” investor.shareholder.com. Dillard’s, 03 Mar 2011. Web. 4 Mar 2011. <http:// investor.shareholder.com/dillards/?splashlink=footer_investor>.

jbatistaj2. “ YouTube - Money$marts - Paco Underhill Feature .” YouTube - Broadcast Yourself. . N.p., n.d. Web. 7 Mar. 2011. <http://www.youtube.com/watch?v=RghUwYUHDUA>.

“Marie Claire Media Kit.” Media Rates. Hearst Corporation, 2011. Web. 8 Mar 2011. <http://www. marieclairemk.com/r5/showkiosk.asp?listing_id=3866738&category_id=19147>.

“Match.com MediaRoom-Media Kit.” Match. Match.com, L.L.C., 2008. Web. 8 Mar 2011. <http:// match.mediaroom.com/index.php?s=23>.

“MEDIAKIT.” Condé Nast. Condé Nast, 09/20/2010. Web. 8 Mar 2011. <http://www. condenastmediakit.com/gla/genrates.cfm>.

“MEDIAKIT.” Condé Nast. Condé Nast, 09/20/2010. Web. 8 Mar 2011. <http://www. condenastmediakit.com/vog/genrates.cfm>.

“Media Planning Guide.” Clear Channel Outdoor. Clear Channel Outdoor, Inc., 2010. Web. 8 Mar 2011. <http://www.clearchanneloutdoor.com/resources/sales-and-marketing/media- planning-guide/>.

“Movable Tower Light.” Alibaba.com. N.p., 2011. Web. 15 Feb 2011. <http://www.alibaba.com/ showroom/movable-tower-light.html>.

Neely, Brett. “J.C. Penney To Close Catalog Business, Outlets.” National Public Radio. National Public Radio, 25 Jan 2011. Web. 5 Mar 2011. <http://www.npr. org/2011/01/25/133200323/j-c-penney-to-close-catalog-business-outlets>.

“Online Advertising by Google.” Google AdWords. Google, 2011. Web. 8 Mar 2011. <https://www. google.com/accounts/ServiceLogin?service=adwords&hl=en&ltmpl=adwords&passi ve=true&ifr=false&alwf=true&continue=https://adwords.google.com/um/gaiaauth?ap t%3DNone%26ugl%3Dtrue>.

“Press Releases.” kohlscorporation.com. Kohl’s, 01 Mar 2011. Web. 4 Mar 2011. <http://www. kohlscorporation.com/InvestorRelations/press.htm>.

“Profit Rises for J.C. Penney, but Discounts Are a Concern.” New York Times (2010): n. pag. Web. 3 Mar 2011. <http://www.nytimes.com/2010/11/13/business/13shop.html?_r=2>.

“PSFK presents Future of Retail report.” Upload & Share PowerPoint presentations and documents. N.p., n.d. Web. 1 Feb. 2011. <http://www.slideshare.net/PSFK/psfk-presents-future- of-retail-report>.

“Rates, Dates & Specs.” People StyleWatch. Time Inc., 2011. Web. 8 Mar 2011. <http://www.people. com/people/static/stylewatchmediakit/rates.html>.

riversharkinc. “ YouTube - Paco Underhill - Brasilshop 2008 .” YouTube - Broadcast Yourself. . N.p., n.d. Web. 7 Mar. 2011. <http://www.youtube.com/watch?v=xaRsmhP0dtM>.

“Shopping Survey.” SurveyMonkey. SurveyMonkey, 20 Sep 2010. Web. 5 Mar 2011. <http:// surveymonkey.com/shopping_sur>.

“Site Comparison of jcpenney.com (rank#46), macys.com (rank#82).” Compete. Compete, Inc., 2011. Web. 8 Mar 2011. <http://siteanalytics.compete.com/jcpenney.com+macys. com/>.

“The Parenting Group Media Kits/Parenting/Parenting early Years/Rates, Closing dates, Rates.” The Parenting Group. The Parenting Group, Inc., 2010. Web. 8 Mar 2011. <http://www.theparentinggroupmediakit.com/p_early_rates.php>.

“Wedding DJ Cost.” CostHelper. N.p., July 2007. Web. 15 Feb 2011. <http://www.costhelper.com/ cost/wedding/wedding-dj.html>.

“World’s Most Admired Companies.” Fortune. CNN Money, 22 Mar 2010. Web. 4 Mar 2011. <http:// money.cnn.com/magazines/fortune/mostadmired/2010/full_list/>.

“YouTube - Audience & Targeting.” YouTube Advertising. YouTube, 2009. Web. 8 Mar 2011. <http:// www.youtube.com/t/advertising_targeting>.

Articles“ELIE SAAB popularity and ELIE SAAB trends.” Marshall IDX. Marshall Index Corporation, 08 mar 2011. Web. 8 Mar 2011.

Holmes, Elizabeth. “Fashion Week Tips Hat to Blog Site.” Wall Street Journal 9 Feb 2011: B8. Print. Kelley, Larry, and Donald Jugenheimer. Advertising Media Workbook and Sourcebook. 2nd ed. Armonk, New York: M.E. Sharpe, Inc., 2008. 110-14. Print.

Pegler, Martin M.. Visual merchandising and display . 5th ed. New York: Fairchild Publications, 2006. Print.

Schechner, Sam, and Ethan Smith. “Oscar Show Aims at More, Younger Fans.” Wall Street Journal 24 February 2011: B8. Print.

How Cougar Concepts Got The NumbersBased on jcpenney annual report, the total revenue for 2009 was $17.6 billion. Based on the case study, jcpenney reports 31.3 million customers.

$17,556 billion/31.3 million customers= $561 per customer. Based on the case study, 25-34-year-olds represent 10.6% of jcpenney sales, or $1,861 million. Based on the case study, there are 3.8 million jcpenney customers ages 25-34.

$1,861 million/3.8 million= $489 per customer. If Cougar Concepts moves sales from 10.6% to 16% of jcpenney total sales; that is $2,809 million or $948 million incremental. This is an increase of 51%. It would be adding an additional 1.938 million customers at $489 per customer, which will yield $948 million. Note that this is not increasing the current average revenue per customer. If Cougar Concepts increases the average revenue per customer to $560, the new incremental revenue would be $1,085.280 million. If current sales are moved from $489 to $560 per customer, there would be an incremental gain of 15%, or $71 x 3.8 million= $270 million.

31

plansbook34.indd 31 3/28/11 6:34 PM

Page 34: JCPenney - NSAC 2011

Brittany Rodriguez

Matthew Martinez

Gabrielle Nguyen

Jaime Alvizar

Randy Cantu

Henry Lee

Ngoc Nguyen

Ambreen Salim

Whitney Grohman

Kristin Bird

Katie Hartshorn

Courtney Kaminski

Scott Gilbert

Esteban Bazan

Jeanette Esquivel

Mike Le

Kelly Rizzo

Alex Benitez

Rhonda Vaca

Stephanie Villacorta

Larry Kelley

Rosario Laudicina

32

Account DirectorTraffic Director

Plans Book Art DirectorPlans Book EditorAccount Planning

Creative

Media

Public Relations

In-StoreAdvisors

plansbook34.indd 32 3/28/11 6:34 PM

Page 35: JCPenney - NSAC 2011

Diamond DonationsFriends of University of Houston Advertising

University of Houston

Lopez Negrete Communications, Inc.

Western Litho

Platinum DonationsAdvertising Education Foundation

American Advertising Federation - UH

Kelsey Edwards

FKM Advertising Agency

Peregrine Oil & Gas II, LLC

Gold DonationsErin and Robert Steele

Maria Vaca

Silver DonationsBeatrice Houng Le Pham

Frank Hill

Corrence Rizzo

Lorenzo Diaz

Sharon Edwards

Ronnie Cantu

Ricardo and Joanna Zapata

Ad 2 Houston

Bronze DonationsHanh Nguyen

Schneider & McKinney, P.C.

Jose and Belen Vara

Emilio Rodriguez

Ronald and Roberta Brightwell

Frank Rodriguez

Imelda Bazan

Yamaha Motorsports

Jesus Dela Fuente

Do Le

plansbook34.indd 33 3/28/11 6:34 PM

Page 36: JCPenney - NSAC 2011

plansbook34.indd 34 3/28/11 6:34 PM