ossibilities

Our Team
Rickie Ashman Imade Ilentamhen Ebba Nelligan Katherine Simon
Table of Contents:
Merrill Calotta Raycha Jagroep Jesse Rose Rebecca Slotkin
Executive Summary 2
Courtney Cantor Nav Kaur Kendra Rousselet Amy Videtto
Matthew Heymann Thais Moraes Aaron Ruby Alan Yeboah Research
Faculty Advisor Project Director Special Thanks Research Design 4
SWOT Analysis 5
Lynda Maddox Virginia Laird Darshan Mehta
Insights 6
Gina Myers Campaign Strategy 7
Target Market Segments 8
Segmentation Strategy 9
Objectives 10

Creative
Big Idea 11
Creative Strategy & Testing 12
Media Strategy 13
Intrigue 14
Awareness 16
Interest 20
Action 22
Website 24
Social Media 25
Partnerships 26
In-store Recommendations 27

Capitol Advertising is excited to present its JCPossibilities campaign. The Metrics & Long Term Plan
campaign is based on our key insight: Women 25-34 have more personal and Five Year Plan 27
professional possibilities than ever before, creating the constant need for Campaign Rollout 28
Accountability 29
products to complement, enrich, and define their modern lifestyles. Budget & Media Flow Chart 30
Appendix 31
Women are natural users of online media with at least 45% using social media Why Capitol Advertising 32
and streaming video daily. We engage women with our media and creative
executions to leverage our budget.

We look forward to meeting and working with you.

Thank you for this wonderful opportunity!

Capitol Advertising 1
Executive Summary
Women 25-34 are the first generation of women with such a broad array of opportunities and choices. Nearly three-quarters of survey respondents told
us they were shopping and spending more because of the possibilities available to them. Whether it’s buying a home, moving up the corporate ladder, or
starting a family—Oh, the possibilities that await them.

We position JCP as an integral part of modern women’s lifestyles by offering affordable, quality products that complement, enrich, and define their life
possibilities. “Oh, the JCPossibilities” complements the optimistic feeling about their life possibilities and combines it with a strategic play on JCP’s new
logo.

Our research shows that when women 25-34 see or hear JCP, they instantly know it is JCPenney. We extend the “P” into words that highlight all the
possibilities in their lives, like JCPicasso and JCParadise, and all the products JCP offers to enrich them, like JCPhilosophy and JCPower heels.

Extending the “P” signifies life possibilities or products. The duality of our creative strategy is reinforced through branding ads and price level ads.
Branding ads focus on image and communicate that JCP is an integral part of modern women’s lifestyles, while price level ads focus on increasing
shopping frequency and spending by communicating that JCP has many products at affordable prices.
JCPossibilities uses strategic media placement, brand partnerships, and loyal customers to maximize the reach
of our campaign. Our media strategy guides consumers through a perception change from dated to modern, and
ultimately leads them to make a purchase at JCP.

By engaging consumers and emphasizing JCP’s modern image, JCPossibilities effectively expands the reach
and impact of our message to create a unifying voice. We implement an integrated digital strategy that
seamlessly translates from online to in-store. JCPossibilities increases shopping frequency and boosts sales by
$110,767,459.

JCPossibilities strategically aligns JCP with the possibilities that define the lives of modern women. This updates
and modernizes the JCP brand without trying to convince women that JCP is suddenly trendy. Our research told
us that women value the tradition of JCPenney but they want the brand to reflect who they are today and into the
future.

JCPossibilities goes beyond the typical retail campaign and establishes the brand as a relevant part of women’s
lives, assuring them that JCP supports them through each stage of their lives, making them realize...

Oh, the JCPossibilities... JCPicasso: A branding ad that

highlights one of the numerous
alternative career possibilities for
modern women.
2 Capitol Advertising
Research Design
The Challenge
ACQUIRE: RETAIN: INCREASE: GROW:
new female customers ages current female customers ages shopping frequency share of wallet
25-34 25-34

The Capitol Advertising Method

We conducted nationwide quantitative and qualitative research to learn what makes women 25-34 shop and spend more at JCP and what would
bring women who shop at competitors to JCP. Using a mix of traditional and cutting edge research, Capitol Advertising unlocks the secret to women’s
buying behavior and unmet needs, leading to the development of JCPossibilities.

25,000 35 1,007 4 60
hours of In-Depth Interviews & Nationwide Shopping Creative
Secondary 4 Survey Gurus Testing
Research Nationwide Online Focus Groups Respondents Participants
We conducted in-depth Participants were carefully screened to include 25-34 For our 55-question We consulted four Creative testing allowed
research on not only year old women who had increased retail spending in survey, we screened women in the target us to determine which
the past and current the past year at JCP or its competitors. We discovered respondents by market from all corners types of messages
business climate of JCP why they shop, what would make them increase demographics and of the country, leading would best capture
and its competitors shopping and spending, and what makes them go to shopping behavior. very different lives. They and engage the target
but also the emerging a store they have never visited before. We learned Cross-tabulation advised us throughout market with the
trends in women’s how to fulfill the needs in women’s modern lifestyles analysis led us to the development of our campaign, ultimately
modern lifestyles to and how to provide them with a successful shopping discover quantitative campaign, allowing us changing brand
better position JCP in experience. data that substantiated to create a strategy that perception.
the future. our insights, leading to could resonate with our
a better understanding target segments.
of what makes women
shop, purchase, and
build brand loyalty.

4 Capitol Advertising
 S W
SWOT Analysis
• Well-known American brand
• Perceived as a “traditional,” “dated,” and
• Trusted for affordable products for everyday life
“average” brand made for older generations

O T
• Leader in digital innovation (e.g. first retail
• Little differentiation in retail industry
website, Facebook store)
• Lacks a fully integrated media strategy
• Ranked #1 in AmEx’s Customer Service Rankings
• Services not top of mind for target market (e.g.
three years in a row
gift registry and custom decorating)
• #1 retailer on DiversityInc’s annual ranking of
• Public relations efforts fail to reach target market
“Top 50 Companies for Diversity”

• Growing consumer involvement with digital media
• Women out-earn male counterparts by roughly
10% in major cities
• Higher levels of education lead to more career
possibilities than previous generations
• Women 25-34 have as many as 10 life transitions
(e.g. new home, promotion, marriage)
• Endless possibilities = a constant need to purchase
new products
• Online “flash sale” retailers (Gilt Groupe, Zappos),
competitors (Target, Macy’s, Kohl’s), and fast
fashion brands (H&M, Zara) steal market share
• Women get married later and have fewer children
• Women are time starved, giving them less time to
shop
• Post-recession, consumers buy fewer things,
preferring to invest in expensive, high-quality
items

Competitors
To better understand the competition, we asked the target market what they like
about JCP’s competitors:
Variety & Coolness of Target Prices of Walmart
Glamour & Quality of Macy’s Reliability of Sears
Discounts of Kohl’s Uniqueness of Specialty Stores

Capitol Advertising 5
Insights
1 Women 25-34 feel they can do anything; the new normal is that there
is no ‘normal.’ From traditional to avant-garde, this generation is
exhilarated by the broad array of possibilities available to them.

2 Women value relationships above everything else. From family to social

networks, women are redefining their relationships to fit their modern
lifestyles.

3 Victory is finding a great deal. A successful shopping experience is

defined by finding the right products and brands at the right price.

4 Efforts to rapidly move JCP from average to trendy are not believable
or memorable. Women want the familiarity and tradition of JCP, but
they want it to be updated to fit their modern lifestyles.
JCPatio: Updates the target market’s perception
of the brand by showcasing its modern furniture
offerings.

Key Insight
Women 25-34 have more personal and professional possibilities than ever before,
creating the constant need for products to complement, enrich, and define their
modern lifestyles.

6 Capitol Advertising
 Campaign Strategy
1 Highlights new JCP logo by extending the “P” into Phase 1: Weeks 1-13
words that describe the different possibilities
available to modern women.
Spark curiosity about JCP,
Phase 2: Weeks 14-26
Spread the JCPossibilities
highlighting the company’s message and establishes
rebranding initiative. JCP as a modern retailer.
JCPenney is Dated
JCPromoters
JCPartials
JCPotentials

2
Leverages women’s relationship networks to get Phase 1
them to talk, share information, generate buzz, 60% 50% 40%
and promote JCP’s brand.
Phase 2

Perception Change
Extends campaign from an emphasis on image
20% 20% 15%
and branding to an emphasis on pricing and

3
products. Branding ads focus on modern women’s Branding ads located in airports in
our targeted cities
personal and professional possibilities to change Phase 3: Weeks 27-39 Phase 4: Weeks 40-52
Phase 3
perception of JCP. Price level ads highlight great Highlight the many product Encourage consumers
10% 10% 15%
brands at great prices, conveying the deal, which possibilities within JCP that to purchase using

increases shopping frequency and spending.

help women fulfill their unconventional tactics. Phase 4
unmet needs.
9% 5% 10%

4
Guides consumers gradually through a perception
99% 85% 80%
change from dated to modern by showing
customers that JCP has all the products that cater JCP is Modern
to their modern lifestyles.

Overall Strategy Price level ad on nymag.com

JCPossibilities is simple, extendable, and effective. We update the JCP brand

from dated to modern by aligning it with the many possibilities of women’s modern
lifestyles.

Capitol Advertising 7
Target Market Segments
After extensive research, we determined that the best way to retain, attract, and increase shopping frequency and sales among our target market
is to segment them based on shopping behavior and their relationship with JCP. Meet our target segments!
Relationship with JCP
JCPromoters
Shop at JCP 5+ times a year,
These influencers 48% Rewards members
share the latest retail
JCP = Classic
gossip with anyone
Prices = a STEAL
willing to listen.
Product = Classic
Purchase Triggers
In-store: Recent life
transition
Online: Shopping for a
specific item
JCPartials Relationship with JCP
Shop at JCP 2-4 times a year,
These deal-oriented
8.7% Rewards members
shoppers are on the
JCP = Simple
hunt to find the next
Prices = a DEAL
big steal.
Product = Traditional
Purchase Triggers
In-store & Online: Sales
promotions
JCPotentials Relationship with JCP
Shop at JCP 0-1 time a year
These brand-savvy
JCP = Old-fashioned
shoppers are
Prices = Cheap
obsessed with
Product = Average
finding affordable
brand name Purchase Triggers
products.
In-store: Specific brands
Online: Sales promotions
& shopping for a specific
item
8 Capitol Advertising
Social Media What they get out Meet our JCPromoter!
Equivalent of our campaign
Jennifer: 33 years old. When she’s
We want JCPromoters to not spending time at home with
Tweeter share information and her husband and kids, she is hard
buzz with JCPartials and at work developing her fashion
JCPotentials. blog and online start up company.
Just the other day, she got a
purse from JCP for a steal and
posted it on her blog.
Social Media What they get out Meet our JCPartial!
Equivalent of our campaign Meryl: 28 years old. She is a
We want JCPartials to market research analyst and loves
strengthen their decorating her new home with
Re-Tweeter
relationship with JCP her husband. She visits Jennifer’s
and be aware of all the blog, gushes over the purse she
affordable products posted, and tweets about it.
that JCP has to offer. Meryl stops by JCP after work to
pick up the purse and a new pair
of pumps she found on sale!
Social Media What they get out Meet our JCPotential!
Equivalent of our campaign Angela: 25 years old. A recent
We want JCPotentials to grad, she just got her first big
realize that JCP is a break working in the big city. She
Follower
modern retailer that can loves spending time with friends
satisfy their needs for and enjoying her newfound
freedom. She isn’t a fan of JCP,
brand name products at
affordable prices. but after seeing Meryl tweet
about the great deal she got,
Angela spends her lunch break
browsing jcp.com.
 Segmentation Strategy
Our research shows that the best way to change women’s relationship with JCP is to segment our market based on their shopping behavior at JCP,
rather than demographics, which ignore the diverse nature of our target market. Women are more likely to be influenced by one another than by
a retailer. We leverage women’s relationship networks to increase frequency and spending at JCP.

Since women in our target market are highly influenced by word of mouth, we flip the funnel to focus on JCPromoters, who already view JCP as
their “go-to” store, capitalizing on their influence to spread our campaign message.

Of the 20.3 million women ages 25-34 in the US, we focus on the 10.6 million who have the highest propensity to shop at JCP.

Why we love JCPromoters:

JCPromoters 8% of target market
910,000 women JCPromoters are a hidden power in our
target market. They are the smallest in
number, but have the strongest voice of

Propensity to shop at JCP

Direction of influence

JCPartials 12% of target market authenticity and trust.

1,400,000 women
They interact with and influence a wide
network of consumers based on their
strong connection to JCP. Their message
JCPotentials 73% of target market
echoes and radiates, as they share
8,300,000 women convincing information about the JCP
shopping experience.

JCPromoters already think the way we want

the rest of our target to think: JCP is top of
mind.

Why this works:

• Focus on shopping behavior (not demographics) in order to directly increase
shopping frequency and share of wallet
• Target JCPromoters to spread the campaign message and influence other
women
Capitol Advertising 9
Objectives
Communication:
80% of JCPotentials to change their perception of the old JCPenney as a dated brand, to the new JCP
as an attractive, modern retailer
70% of JCPartials to know that JCP offers a wide range of affordable, quality product possibilities
We Want: 99% of JCPromoters
65% of JCPotentials to view JCP as an integral part of the exciting possibilities and lifestyles of modern
85% of JCPartials women

We Remind: 99% of Promoters that JCP values and rewards them for their brand loyalty

Marketing:
Our research showed that JCPromoters, especially Rewards (JCPoints) members, shop and spend the most. By increasing the number of JCPartials,
JCPromoters, and JCPoints members, we boost sales by $110,767,459. We focus on increasing online sales because online shopping is growing
exponentially and is predicted to make up over half of all US retail purchases within the next 5 years. The convenience, promotional incentives, and 24-
hour accessibility of online shopping is driving our target market to shop more online.
Rationale: We determined ROI by finding target market size, average amount spent per trip, and number of increased trips, both online and in-store.
CUSTOMERS JCPOINTS SEGMENTS SALES
To retain: To increase: To move: To increase:
95% of current JCP customers JCPoints Membership by 20% 0.75% of JCPotentials to JCPartials Online purchases by 50%
Results = 2.85M JCP customers Results = Increases members Results = Increases sales by Average online orders from 1.7 to 2.55 per year
from 375,000 to 450,000 $24,555,758 Results = Increases online sales by $60,162,900
To attract: 3% of JCPartials to JCPromoters,
10% new customers To increase: Results = Increases sales by To increase:
Results = 830,000 new JCP JCPoints Activity by 50% $34,879,320 In-store purchases by 4%
customers Results = Increases JCPoints 14.3% of JCPromoters to JCPoints Average shopping trips from 3.3 to 3.43 trips per year
members’ additional trips per members Results = Increases in-store sales by $50,604,559
year from 1.9 to 2.85 Results = Increases sales by
$51,332,381

TOTAL INCREASE IN SALES (IN-STORE & ONLINE): $110,767,459

10 Capitol Advertising
 Big Idea
Positioning
We position JCP as an integral part of modern women’s lifestyles by offering affordable, quality products that complement, enrich,
and define their life possibilities.

The Big Idea

Women are in a stage of their lives where they are able to shape their futures as they please. There is no limit to their opportunities
because society no longer confines women to traditional roles. Modern women’s lives are filled with endless choices, opportunities,
and possibilities.

This led us to our big idea: The “A-ha” moment,

The possibilities are
grasping the multitude
infinite and evolving
of opportunities

Incorporating possibilities into the brand name highlights the campaign’s integration
of lifestyle possibilities with product possibilties and draws attention to the new logo

JCPossibilities shows how JCP’s products complement women’s life possibilities in a fun, easy, and exciting way. Women feel they
can do anything; the new normal is that there is no ‘normal.’

We highlight that for every possibility, JCP has offerings to suit their needs. The possibilities refer to the lives of target members and
to the many products and departments at JCP.

We depict the different possibilities available to modern women to show that JCP is an integral part of their lives. This transitions
JCP’s image from average and dated to modern and relevant, encouraging cross-shopping online and in-store, which results in
increased sales, shopping frequency, and share of wallet.
Capitol Advertising 11
Creative Strategy
JCPossibilities shows how JCP’s products complement women’s life possibilities in a fun, easy, and
exciting way. Women feel they can do anything; the new normal is that there is no ‘normal’. The
possibilities in their lives encompass so many diverse options, not just traditional ones. We show that
JCP is modern by tapping into these forward-thinking alternative possibilities.

Our tagline, “Oh, the JCPossibilities...” emphasizes the optimism and endless opportunities that
surround our target market. By using JCP’s initials as the unifying element, we keep the brand at the
core of our campaign’s message and use P-extensions to show a multitude of possibilities.

The JCPromoters internalize the message and spread it to the other segments. JCPartials respond to the
benefit of JCP’s product possibilities and shop more, while JCPotentials identify with life possibilities
and update their perception of the brand. Our strategy highlights JCP’s new logo and elevates JCP with
a message that is unlike traditional retail ads, inspiring women to think of their own P-extensions,
keeping JCP top of mind.
JCPeek-a-boo: Plays on nostalgia, showing
the possibilities of a common household
item in a timeless childhood game. Ads
are placed in magazines, popular among
moms, such as Real Simple.

Creative Testing

“ It’s clever and new. It tells

me that JCP has everything
I’m dreaming about. It’s
“ I couldn’t stop
thinking of ‘P’
words all week!!
”
“I like this because it makes
me think of different
possibilities for my wardrobe!
For example, I can buy my

”
personable and that’s suit as well as my happy hour

”
important. outfit, I like the versatility of
- Jen L., 32 (Tagline and commercial - Ashley C, 26 [Campaign Testing]
testing)
Oh, the JCPossibilities
- Angie E., 25 (Tagline testing)

12 Capitol Advertising
 Media Strategy
We use strategic media placement and channels to extend the JCPossibilities creative Media Objectives
strategy throughout our campaign. The media strategy guides consumers through a perception To reach 99% of JCPromoters 1,334 times/year
change from dated to modern, ultimately leading women to make a purchase at JCP. To reach 95% of JCPartials 1,408 times/year
To reach 90% of JCPotentials 1,467 times/year
For each target segment, we focus on the following media objectives:
JCPromoters = We emphasize Reach, since we know they will share our message with friends
JCPartials = We emphasize Continuity to keep JCP top of mind
JCPotentials = We emphasize Frequency to ensure they remember the JCPossibilities message.
Total Gross Impressions = 23,454,061,028
Oscars Grammys Emmys
Budget Allocation
Level 1: Intrigue

Intrigue
Digital Stylist
Sparks curiosity about Competition
T-shirts
JCP, highlighting the
3D Projection Fashion Show
company’s rebranding
initiative TV Commercials
Level 2: Awareness

Awareness
Print Ads
Spreads the Banner
Radio
JCPossibilities message Cause Marketing
and establishes JCP as a Hulu
modern retailer Interactive Bus Stop
Escalator Handrails
Parking Lots
Billboards
Transit
Product Specific Ads
Level 3: Interest
Interest

Interactive Print Ads

High-frequency media Branded Entertainment
Product Placement
tactics highlight the Website
benefits of JCP’s Email Promotions
affordable products
JCPop-Up Showrooms
Level 4: Action
Action

Vending Machines
Encourages consumers JCPick-Me-Up Truck
JCPoints
to make purchases using
Social Media
non-traditional tactics

Capitol Advertising 13
(Intrigue)
JCPossibilities launches during the 84th Annual Academy Awards. Leading
up to the Oscars, ads air both online and offline to encourage participation
in the “JCPut Me on the Red Carpet” Competition. The Oscars are the
perfect platform for JCP’s rebranding initiative because it’s one of the most
watched televised programs and women make up 65% of viewership. As the
only retail sponsor of the event, JCP is able to communicate their message
without the interruption of other retailers.
Digital Stylist
During the Oscars Red Carpet, an icon appears at the bottom of the
television screen encouraging viewers to visit jcp.com to find their
own red carpet look. On the site, a live well-known “JCPersonal Stylist”
analyzes celebrity fashions on the carpet and describes ways to create
similar looks using JCP products.

“JCPut Me on the Red

Carpet” Competition
Participants are challenged to tweet using #JCPossibilities for a chance to
win a trip to the Oscars. Beginning in January, advertisements on jcp.com,
fashion blogs, and celebrity related websites appear to spur involvement
in the contest. Spotlight features on shows such as “E! News,” “Access
Hollywood,” “The View,” and “Good Morning America” further extend
coverage of the competition.

During the Oscars, “Spotlight” commercials show snapshots of the winner

and her journey. This event promotes JCP through social media buzz and
coverage from entertainment news sources. Association with the Oscars
spread the message that JCP is no longer dated but modern.

Why this works:

• 24.4 million women watch the Oscars each year, allowing
JCPossibilities to reach a significant portion of the target
market
• Oscars competition fosters word of mouth marketing through
retweets, extending the reach of our campaign before it even
launches
• The Digital Stylist encourages online shopping and enhances
14 Capitol Advertising brand image
JCPossibilities Fashion Show
T-Shirt Promotions 3D Projection Fashion Shows
In celebration of Fashion Week, our campaign features innovative fashion
shows in Miami, Dallas, Los Angeles, and New York. During the show, 3D
projections portray a series of changing designs on models’ white clothing as
they walk down the runway. The clothing is made in collaboration with our
JCPartners. The fashion shows are open to the public and take place near
oderosa high-traffic JCP stores.
assion
The shows air on jcp.com, where women can experience the show as
insiders. On the site, they can stream a video that lets them sit in the front
row by the runway, with the option to view different aspects of the show.
Women can also read about the story behind the show and view behind-
the-scenes videos.

To build campaign hype, JCPossibilities t-shirts are distributed at the

fashion shows and in-store. The t-shirts feature diverse P-extensions,
such as JCPride and JCPoderosa (Spanish for “powerful”) to better
connect with the target market’s lifestyles and ambitions. Women
receive discounts when wearing the shirts while shopping on certain
days throughout the campaign.

Why this works:

• Innovative technology generates buzz and curiosity about
JCP’s modern product possibilities
• 3D Projection Fashion Shows serve as a direct call to action for
in-store and online purchasing
• Promotional t-shirts draw attention to the new JCP logo,
drive in-store activity and sales, and turn JCPartials into
JCPromoters

Capitol Advertising 15
(Awareness)
Commercials
Music: “The Man of Metropolis Steals Our Hearts” by Sufjan Stevens
“JCParenthood” Technique: Low-tech feel (highlights realism); furniture and clothing change to
beat of music
Placement: During popular TV shows like “Modern Family”
jcp atty-cake
arenthood
Intro: P-extensions scroll through and complete the jcp logo until landing on
the commercial theme
JCP products showcased: Duo Maternity Sunburst ITY Dress, Cindy Crawford
Mother-of-Pearl Table Lamp, Walnut Grove End Table, Linden Street Pillow,
and Monterey Convertible Crib, Dresser, and Hutch

Our commercial format extends easily to other JCPossibilities. For
example, “JCPassport” (shown below) showcases the possibilities of
where one could live or travel.
Description: A woman wearing a white maternity dress enters the all white
furnished nursery room. She stands next to the crib, running her hands across
the cool railing – secured to protect a delicate future. She starts dreaming of
the possibilities that await her. A beautiful baby girl is born; new life brings
new possibilities. Her firsts. First steps, first laugh, first smile – radiating
innocence. What will she be like? As she grows up, she explores the world
around her; mixing up potions, finger painting, flying paper planes, creating
her melodies. Who will she become? Naïve ambition drives her curiosity.
Notes and books cover her bedroom floor; she eagerly searches for her place
in the world. Will she be a poet? An architect? An entrepreneur? How will it
feel to watch her find love? Once a girl, now a woman. She will embrace her
passions. She learns “perseverance” and “inner strength.” She lives by her
own tempo, finding her individuality. And maybe one day… she will even win
an Oscar.

Why these work:

• P-extensions, production format, and music selection are
attention grabbing and memorable
• Commercials take on a non-traditional retail focus that
modernizes JCP
16 Capitol Advertising
Branding Ads
Branding ads explore the life possibilities of the target market. They focus on connection by tying women’s aspirations to the JCP brand through different
P-extensions that are incorporated into the logo. Ads are inspiring, nostalgic, and fun.

JCPre-date jitters: Tells women JCP helps them make a great first impression with its
selection of products. Ads are featured in LGBT magazines, such as Curve.
JCPattycake:
Makes women
feel proud of their
diverse careers JCParadise: Makes women stop and think about the
and optimistic possibility of relaxing, since JCP understands that
about their life they are time-starved. Ads are placed on bus stops in
possibilities. Banner downtown areas, nationwide.
Why this works: ads are placed on
• Ads highlight the new JCP logo and align modern lifestyle recipe and cooking
possibilities with JCP’s brand image websites, such as
RachaelRay.com.
Capitol Advertising 17
(Awareness)
Online
Interactive Banner Ads
Our banner ads provide a simple,
yet interactive way for women
to discover the possibilities
offered at JCP. Scrolling over the
white banner unveils a variety
of products and directs traffic
to jcp.com. Products in the ads Online TV
are specific to site content (e.g. Online video services, such as Hulu.com, feature our commercials on TV
CafeMom: Children’s items, shows that are popular among the target market like “Modern Family,” “The
Elle: Women’s Clothing and Good Wife,” and “Grey’s Anatomy.”
accessories).
Pandora Internet Radio
Ads appear on Pandora
Internet Radio that
guide users to select one

Cause Marketing of our JCPossibilties

Radio Stations. Whether
they tune into JCParty
It’s not just about the clothes. Dress for Success® gives Time Hits, JCProfessional
disadvantaged women a network of support, career Beats, or JCPeaceful
development tools, and professional attire to open doors Melodies, users can
to new personal and professional possibilities. JCP will listen to select artists
continue to provide women with possibilities by hosting without missing the beat
a clothing drive the first Friday of every month to support of a great deal!
this noble cause.

Why this works:

• Interactive banner ads and online TV ads show JCP products to
increase online traffic
• Our cause marketing partner aligns with our possibilities
message and helps show that JCP is a modern company that
gives back
18 Capitol Advertising
Out-of-Home Parking Lots:
We make the target market think about possibilities on their way
Our out-of-home tactics are placed in high-traffic urban areas on bus stops, to JCP. The ads are placed on parking spaces ‘reserved’ for different
highways, and in malls with JCP stores across the country. product possibilities near the entrance to JCP stores.

Interactive Bus Stop:

Target market can click buttons
to project different furniture onto
the back of the bus stop. Once a
button has been selected, a QR
code appears below it, driving
women to that product’s page of
jcp.com.

Escalator Handrails:
An endless trail of P-extensions run down the escalator handrails to
draw attention and increase reach and frequency. The P-extentions
are mostly product focused, with lifestyle words sprinkled in. Ads
are placed in subway stations and malls near JCP stores nationwide.
Billboards:
During the day, the JCPossibilities ad features all white JCP products. During
the night, projections bring the ad to life to highlight different possibilities. Ads
are placed in high-traffic areas in our targeted cities.

Why this works:

• Out-of-home tactics work because creative placement
increases brand recall, shows that the brand is modern, and
generates buzz

Capitol Advertising 19
(Interest)
Price Level Ads Interactive Print Ads
Ads highlighting specific JCP products remind the target market that The double sided ads display a black & white image on one side and the
JCP has the items to suit any modern lifestyle at great prices that same image in color on the other. When the user scans the JCPossibilities
women are inclined to share with others. smartphone app over the black & white ad, the image comes to life. The user
JCPower heels: can select to see the item in other color options, and purchase directly on the
Shows the selection and app. These ads emphasize the product possibilities available at JCP.
affordability of JCP products
that complement the career
possibilities of modern women’s
lifestyles. This iPad ad is featured
in women’s magazines, such as
InStyle. All iPad ads have icons
that link user directly to JCP
Facebook Store, JCP Twitter, and
jcp.com, which expand reach and
generate engagement.

JCPhilosophy:
Shows women
that JCP has all
the products
to put them JCPurple: Shows that JCP has all the
at peace. Ad products they need for their next vacation.
is featured on Ad is featured in travel magazines such as,
fitness websites, Travel and Leisure
such as Self.com.

Why this works:

• Price level ads allow bargain hunters to find great deals on the
items they need
• New technology allows women to interact directly with the
JCP brand, as 53% of the target market uses smartphones
20 Capitol Advertising
Modern Family
JCPossibilities features an exciting entertainment partnership with ABC’s hit show “Modern Family.” The show explores the different possibilities
present in the lives of modern day families and highlights the idea of today’s “new normal.” The collaboration emphasizes JCP’s image as a modern
retailer through product placement in episodes, interactive online ads, banner ads on abc.com, and Modern Family iPhone application.
Interactive online ads on Hulu and ABC.com engage
the target market by allowing them to vote on the
outfit they want their favorite character to wear in an
upcoming episode.

Women can purchase a

character’s “look” at jcp.com.

Print ads are featured in entertainment

Why this works: magazines such as People to further drive
• Associates JCP with a popular show that epitomizes the target JCP’s partnership with the show.
market’s modern lifestyles
• Product placement keeps JCP top-of-mind
• Modern Family iPhone application incorporates JCP mobile ads
to expand target market reach
Capitol Advertising 21
(Action)
Guerrilla Marketing
Through guerrilla marketing, we target cities with the highest concentrations of our target market to
foster engagement with JCP. By aligning digital resources with the shopping experience, we present
JCP as a modern and innovative retailer.
JCPop-Up Showroom
JCPop-Up Showrooms simulate
the experience portrayed in our
commercials. Visitors interact
with various JCPossibilities in
showrooms using iPads to project
desired JCP furniture and decor onto
an all-white display room. Women
can then make purchases at the JCPossibilities Vending Machine
showroom with complementary “Everything you need in a JCPinch”
shipping. Showrooms are temporarily JCPossibilities Vending
available in popular sites in major Machines, located in major
cities, like Times Square in NYC. airports, commuter rail stations,
and high-traffic downtown areas,
JCPick-Me-Up-Truck offer busy women a convenient
JCPick-Me-Up-Trucks and affordable way to satisfy their
bring outfit staples, needs on-the-go.
accessories, and Product Offerings Include: Tank tops,
JCPossibilities socks, pantyhose, sunglasses, jewelry,
t-shirts to women baby products, flats, and candies from
“Sweet Picks by Dylan.”
across the country.
Women can instantly
purchase from jcp.com
using on-site iPads. The Why these work:
trucks’ locations can be • Tactics increase reach, introduce modern brand image, and
tracked using Twitter are strategically located to increase sales
and Facebook Places.

22 Capitol Advertising
JCPoints
Our target market’s life possibilities create the need for affordable goods. JCPoints cards not only provide great deals, but also increase brand loyalty and
strengthen the customer’s relationship with JCP. We update the Rewards Program by offering benefits that are aligned with women’s modern lifestyles.

Increases:
• Overall membership by 20%
• In-store trips from 5.2 to 6.9 trips per year
• Online purchases from 1.7 to 2.3 purchases per year

JCP RESEARCH FINDINGS:

• Nearly half of JCPromoters have a rewards card
• 75% of our survey respondents said they would be very likely to sign up
for a rewards card program if they received a discount on their birthday

JCPoints Members Receive:

A higher level means even more rewards:
• Points: 1 point for every dollar you spend in-store and online.
• Discounts: Diamond Level (achieved after 1,500 points)
• Exclusive offers
An additional 10% off for friend referrals who make a • Special gift from seasonal partner
purchase • Free Shipping
An additional 20% off on their birthday
Platinum Level (achieved after 1,000 points)
• Personalized JCPromotional Emails: Based on brand, lifestyle, • Exclusive offers
and department preferences. Include access to daily deals • Special gift from seasonal partner
and after-hours sales which capitalize on the recent trend of • $5 Flat Rate Shipping
group buying combined with flash sales.
Gold Level (achieved after 500 points)
• Exclusive offers
• $5 Flat Rate Shipping
Why this works:
• JCPoints Cards increase shopping frequency and
consequently spending
• JCPoints Cards incentives, such as personalized email
promotions, daily deals, and discounted shipping,
encourage women to shop and draw in new customers to
the store
Capitol Advertising 23
Website Experience
Our entire media plan comes together at jcp.com. We revamp jcp.com with a modern, clean aesthetic to increase online shopping. Introducing the
JCPossibilities Design Portal, we engage customers and help them identify product possibilities that satisfy their unmet needs.
Tabs JCPossibilities Design Portal
Drop down menus reveal the 2-in-1 planner for wardrobe and
most inviting areas of jcp.com. home decorating, where users
Customers click outside the tab build an ideal closet or room
to return to their Design Portal using JCP Products, promoting
Icons cross-shopping.
1) Registry & Gift Finder
2) Daily Deals The Portal allows users to:
• Save preferences
• Share with Facebook friends
Why no Microsite? • View exclusive JCP designer
Instead of creating a microsite, portals
we integrate the JCPossibilities
page with jcp.com. Research
Style Guides and How-To’s
shows that microsites are merely
Lifestyle-oriented video tutorials
a passing trend that drain
that give unique advice and
resources.
showcase product possibilities
on a personal level (e.g. “How to
dress for a job interview,” “How
to furnish a nursery.”)
Click on
“Shop JCP”
tab

Drag your
Navigate to Re-click on
selection out
your section of “Shop JCP” tab
of the window
choice within to continue
and into your
the JCP store shopping where
wardrobe
you left off

24 Capitol Advertising
 Social Media
We strategically use social media to get our target market to interact and share our message with friends, ultimately leading them to make purchases.

JCPrepared Twitter Check-in → Get Stuff Foursquare JCPass-It-On

Come Rain or Shine
The modern JCP woman
is prepared for any and all
weather occurrences. This
Facebook application suggests
outfit possibilities based on the
local weather to keep women
from “putting on the wrong
shoes.”
#JCPossibilities tracks
buzz and allows us to track
campaign effectiveness.
Check-in on Foursquare at
select locations to receive
JCP promotional items and
gift from JCPossibilities
Vending Machines, JCPick-
Me-Up Trucks, and JCPop-
Up Showrooms.
Offers JCP deals based on
users current location, taking
away market share from
nearby competitors and
increasing JCP’s sales.
Users get their friends to
purchase an item through a
personalized link and receive a
discount on a future purchase.
This allows our JCPotentials
and JCPartials to become
JCPromoters.

add to bag

jcpass it on!

See how Anna interacts with JCPossibilities:

Anna checks her Facebook She tweets “Finally, I get to On her way to work, she A discount from the JCP store She spends her lunch hour
and receives outfit wear the dress I bought last passes the JCP interactive a few blocks away pops onto shopping on jcp.com and uses
suggestions from the week! #JCPossibilities I bus stop and checks in on the screen. the JCPass-It-On application.
JCPrepared Facebook app. feel so JCPretty today!” Foursquare to receive a She recommends a sweater
JCPromotional t-shirt. to her friends and receives a
discount on her next purchase.
Why this works:
• Social media outlets allow JCPromoters to share our campaign
message with others
• JCP’s social media presence enhances brand perception and
builds brand equity
Capitol Advertising 25
Partnerships
Long-Term Partnerships
“Store-within-store” partnerships improve JCP’s brand perception by enhancing current product offerings and reminding shoppers of JCP’s endless
possibilities, helping JCP move from dated to modern. These brands bring customers back and increase customer loyalty.

1. UNIQLO 2. Paper Source 3. Sweet Picks by Dylan

• Global fast-fashion brand known for affordable,
quality basics
• Interest in US expansion through department store
partnership
• UNIQLO benefits from access to the US retail market
• Premier American paperie and retail store
• Offers unique selection of paper gifts and
stationery
• Paper Source benefits from elevated
exposure in the JCPresents section
• Exclusive JCP line of sweets by Dylan’s
Candy Bar
• Dylan's Candy Bar benefits from placement
in JCPresents and In-a-JCPinch sections

Rotational Partnerships
Limited time collaborations generate excitement, garner PR in fashion magazines, and take market share away from competitors by continuously
attracting customers with designer brands at affordable prices. Collaboration includes apparel, shoes, and home goods made exclusively for JCP.

Spring:
• Classic American brand popular with target market
• Kate Spade benefits from increased brand exposure

Fall:
• International brand known for elegant plus-size clothing
• Marina Rinaldi benefits from JCP’s diverse customer base

26 Capitol Advertising
In-Store Recommendations
Our research shows that women like to shop at stores that are clutter free, spacious, and easy to navigate. We attract shoppers with an easy and
convenient shopping experience that use modern shopping tools to showcase product possibilities at JCP. We change the perception of JCP from dated to
a modern and fun place to shop.

JCPersonality Closets JCPresents Style in a JCPinch! JCPaper Shopping Bag Smartphone App
• Section of store • A special mini-boutique • Assorted accessories • Simple, modern shopping • In-store shoppers can
dedicated to items where shoppers can located near check-out bags display the message scan clothing tags to
inspired by the find popular gifts and counters of our campaign access customer reviews
personalities of receive Paper Source • Encourages cross- • Makes customers proud and related items for
characters from gift-wrapping services shopping and impulse to walk out with the bag, each product.
“Modern Family” • Benefits the 44% of purchases; 42% of allowing women to carry
• Strengthens target market who survey respondents the JCPossibilities
entertainment already shop at JCP for reported buying their last message beyond the store
partnership with gifts accessory on impulse
"Modern Family"

Five Year Plan

JCPossibilities is a flexible and sustainable campaign that will generate continued impact over the next five years.

2012 - 2013 2013 - 2014 2014 - 2015 2015 - 2016 2016 - 2017

• Initial rollout of • Expand JCPossbilities’
Capitol Advertising’s Campaign promotions and
JCPossibilities campaign events to additional cities in the
• Rotational JCPartners: U.S.
Kate Spade, Marina • Expand mobile advertising with • Develop unique branded
Rinaldi use of augmented reality
• Rotational JCPartners: Rachel
Roy, Lyn Devon
• Expand JCPossibilities campaign
to target consumers in younger
demographic, specifically
women 18-24
entertainment with Netflix and
Hulu
• Rotational JCPartners: Narcisso
Rodriguez, Jason Wu
• Expand JCPossibilities campaign • Increase long-term partnerships
to target consumers in older that reflect JCP’s updated image
demographic, specifically • Rotational JCPartner: Alaïa
women 35-44
• Rotational JCPartners:
Moschino, Donna Karan
Capitol Advertising 27
Campaign Rollout
JCPossibilities reaches the target market through nationwide paid, earned, owned, and imagined media. Larger
portions of the budget go toward the nine states with the highest concentration of women in the target market
to strengthen reach and foster an echo effect throughout the country. Targeted cities within the nine states are:
Atlanta, Chicago, Columbus, Dallas, Detroit, Houston, Jacksonville, Los Angeles, Miami, New York City, Philadelphia,
San Antonio, San Diego, and San Francisco.

28 Capitol Advertising
JCPossibilities…
Accountability
Attracts Reminds Changes Encourages
Women 25-34 with Women 25-34 that JCP has The perception of JCP from Women 25-34 to
a positive and unique message quality products at affordable a dated brand to one that is purchase items at JCP
prices that complement their modern and fun in-store and online
modern life possibilities

We measure campaign effectiveness through:

• New JCP customers
• Retention of current JCP customers
• Increased shopping of current JCP customers
• Increased membership in JCPoints
• Traffic to jcp.com
• Social media interaction
• Participation in contests and events
• Awareness of new JCP logo
• Change in brand perception from dated to modern
• Replication of benchmark survey designed by Capitol

Metrics:
Advertising

You asked us to retain female You asked us to acquire female You asked us to increase shopping frequency and grow share of
customers ages 25-34 and we did. customers ages 25-34 and we did. wallet among current female customers ages 25-34 and we did.
We retain 2.85M JCP customers We acquire 830,000 new JCP Online: In-store:
customers Average online orders from Average shopping trips from
1.7 to 2.55 per year 3.3 to 3.43 trips per year
Results = Increases online Results = Increases in-store
sales by $60,162,900 sales by $50,604,559
JCPossibilities reaches 20,300,000 women ages 25-34 with a budget of $100 million
2,500,000 Facebook fans
23,454,061,028 Total gross impressions 450,000 50,000 Twitter followers
5,500,000 Website visitors
224 Gross impressions per dollar spent JCPoints Membership
3,500,000 YouTube views

TOTAL INCREASE IN SALES (IN-STORE & ONLINE): $110,767,459

Capitol Advertising 29
Budget & Media Flow Chart 2012
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
2013

2012-2013 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 4 Cost ($) Total Gross Impressions Gross Impressions/1$ Spent

TELEVISION: TOTAL $36,080,000 444,090,000 4.81

Cable & Broadcast $13,360,000

Tivo & Direct TV $1,440,000

Special Events: Academy Awards, Emmy Awards, Grammy Awards $21,580,000

Music Royalties $100,000

RADIO: TOTAL $17,680 1,007,971,508 8.02

AM/FM $5,200

Satellite $7,280

Online Streaming (Pandora) $5,200

MAGAZINE: TOTAL $2,696,000 134,244,000 1.34

Print $896,000

E-Reader & Tablet $1,800,000

OUT-OF-HOME: TOTAL $7,218,840 2,115,360,000 21.85

PAID

Billboards $6,000,000

Transit $168,000

Boarding Passes $700,560

Baggage Claim $350,280

ONLINE: TOTAL $6,375,000 1,843,990,500 18.44

Twitter: Promoted Tweets $1,200,00

YouTube: Home Page Takeover $2,625,000

Interactive Banners $1,275,000

Video Banners: Hulu, YouTube $1,800,000

BRANDED ENTERTAINMENT (ABC’s MODERN FAMILY) $6,000,000

PRODUCT PLACEMENT $6,000,000

CINEMA $4,500,000

COFFEE CUPS $3,000,000

ITUNES: JCPODCASTS $0

TOTAL PAID TOTAL $91,687,520 5,649,144,623 55.22

JCPAPER SHOPPING BAGS $1,000,000

EMAIL PROMOTIONS $6,000

JCPOSSIBILITIES REWARDS PROGRAM $0

OWNED

WEBSITE: TOTAL $0 3,056,254,500 30.52

jcp.com Redesign $0

Style Guides & How-To’s $0

MOBILE: TOTAL $2,200 1,861,740,000 2.75

App Update $0

jcp.mobi Update $0

SMS/Text Promotions $600

TOTAL OWNED TOTAL $1,006,600 6,332,000,000 47.21

JCPOSSIBILITIES LAUNCH EVENT TOTAL $5,000 27,764,000 .27

“JCPut Me On The Red Carpet” Oscars Competition $5,000

JCPossibilities T-Shirts $0

JCP’S Digital Stylist: Tim Gunn $0

110th BIRTHDAY CELEBRATION: ENDLESS POSSIBILITIES $0

EARNED

CAUSE MARKETING: DRESS FOR SUCCESS $0

SOCIAL MEDIA: TOTAL $0 8,923,612,405 86.88

The JCP Facebook Store: JCPossibilities Design Portal $0

JCPassport Facebook Application $0

JCP Weather Wear Facebook Application $0

Twitter: #JCPossibilities $0

Foursquare $0

Check In -> Get Stuff Foursquare Extension $0

JCPass-It-On Link Sharing $0

TOTAL TOTAL EARNED $5,000 9,089,306,405 99.26

3D PROJECTION FASHION SHOW $2,100,000

IMAGINED

INTERACTIVE BUS STOPS $1,624,000

JCPossibilities Vending Machines $560,000

JCPick-Me-Up Trucks $675,000

JCPop-Up Showrooms $252,000

JCPARKING LOT $504,000

JCPOSSIBILITIES ESCALATOR HANDRAILS $504,000

TOTAL TOTAL IMAGINED $6,219,000 2,383,610,000 21.64

CONTINGENCY $1,081,880

TOTAL BUDGET TOTAL BUDGET $100,000,000 23,454,061,028 224

30 Capitol Advertising
 Appendix
Sources Select Survey Findings
“BOLD MOVE OF THE WEEK: J.C. PENNEY PUTS A LOT ON THE LINE AS IT MOVES ITS ENTIRE PRODUCT CATALOG TO FACEBOOK.” PBT
Consulting. PBT Consulting, 29 Dec. 2010. Web. 24 Jan. 2011. <http://tommytoy.typepad.com/tommy-toy-pbt-consultin/2010/12/
Below is a sample of survey findings that helped uncover our key
bold-move-of-the-week-jc-penney-puts-a-lot-on-the-line-as-it-moves-its-entire-product-catalog-to-fac.html>. research insights and target segments. Participants were not only
Brohan, Mark. “J.C. Penney Plans More Social and Mobile Marketing.” E-Retailers. Internet Retailer, 30 June 2010. Web. 26 Jan. screened before participating, but were also directed to specific
2011. <http://www.internetretailer.com/2010/06/30/jc-penney-plans-more-social-and-mobile-marketing>.
questions based on shopping frequency per year, whether they
Cahners Hindman, Nathaniel. “The 11 Cities Where Women Out-Earn Men By The Biggest Margin.” HUFFPOST BUSINESS.
Huffington Post, 2 Sept. 2010. Web. 4 Feb. 2011. <http://www.huffingtonpost.com/2010/09/02/women-outearn-men_n_703503.
shopped at JCP or not, and use of JCP rewards card.
html#s133830&title=Atlanta_Georg>.

Campanelli, Melissa. “6 Online Retail Trends.” Retail Online Integration. North American Publishing Company (NAPCO), 6 July 2010. 85% of respondents said that a store carrying a new brand would be
Web. 11 Jan. 2011. <http://www.retailonlineintegration.com/article/6-online-retail-trends/2>.
most influential in increasing visits to a store they occasionally shop at.
“Email, Search Drive Most Online Retail Traffic. “ Informationweek - Online 29 Dec. 2010: ABI/INFORM Global, ProQuest. Web. 28
Mar. 2011.
74% of respondents chose “New life transitions” as a trigger to get
“Hearst Magazines and J. C. Penney Company, Inc. Partner to Launch Gifting Grace and CLAD.” Media Room. JCPenney Media
Room. JCPenney, 11 Nov. 2010. Web. 17 Jan. 2011. <http://www.jcpenney.net/about/jcpmedia/corporatenews/articles/Hearst_ them into buying mode.
Magazines_and_J_C_Penney_Company_Inc_Partner_to_Launch_Gi,162.aspx>.

“JCPenney Ranks Tops in Customer Service for Third Consecutive Year.” Nasdaq. N.p., 12 Jan. 2011. Web. 13 Jan. 2011. <http:// Women ranked receiving rewards points from online purchases and the
www.nasdaq.com/aspx/company-news-story.aspx?storyid=201101120930pr_news_usprx____da28817>.
ability to preview their items (through augmented reality) as the top
Klein, Karen. “What Companies Get Wrong When Marketing to Minorities.” Bloomberg Businessweek. Bloomberg, 14 Dec. 2010.
Web. 5 Jan. 2011. <http://www.businessweek.com/smallbiz/content/dec2010/sb20101213_643259.htm>.
reason for shopping more for apparel online.
Lemonnier, Jonathan. “Customers Most Satisfied With Online Retail.” Ad Age Digital. Ad Age, 22 Feb. 2008. Web. 10 Jan. 2011.
<http://adage.com/article/digital/customers-satisfied-online-retail/125301/>. In one year from now, respondents said they would want a full
Martínez de Albéniz Margalef, Victor. ““Fast Fashion” Retail Strategy Flying Off the Racks.” IESE Insight - Business Knowledge Portal. wardrobe of the latest styles of their choice and an apartment or house
IESE Insight, 2009. Web. 1 Feb. 2011. <http://insight.iese.edu/doc.aspx?id=1034&ar=14>. furnished in their own style.
Marylouis Dionne, et al. “TAX BRIEFS.” Journal of Accountancy 171.2 (1991): 18-19. Business Source Premier. EBSCO. Web. 28 Mar.
2011.
When asked what they shop for most at JCP, 44% of women said they
Miley, Marissa, and Ann Mack. “The New Female Consumer: The Rise of the Real Mom.” Ad Age Insights. White Papers, 16 Nov.
2009. Web. 13 Jan. 2011. <http://adage.com/whitepapers/whitepaper.php?id=10>.
shop for gifts the most.
Mooney, Kelly. “Myths About Online Retail Marketing.” DigitalNext. Ad Age Digital. Ad Age, 17 Feb. 2009. Web. 12 Feb. 2011.
<http://adage.com/article/digitalnext/myths-online-retail-marketing/134636/>. 75% of respondents said they would be very likely to sign up for a
“Online Retail Industry Profile: United States.” Online Retail Industry Profile: United States (2010): 1.Business Source Premier. rewards card program if they received a discount on their birthday.
EBSCO. Web. 28 Mar. 2011.

PricewaterhouseCoopers, Kantar Retail. “The New Consumer Behavior Paradigm: Permanent or Fleeting?” Reading Room. WPP When asked about the most important aspect of their lives, 86% of
Reading Room.PricewaterhouseCoopers, 2010. Web. 3 Jan. 2011. <http://www.wpp.com/NR/rdonlyres/1BF0C6E8-C8AF-4B91-
93F2-0482526B6004/0/newconsumerbehaviorparadigm.pdf>. respondents ranked both family and career.
Radwanick, Sarah. “U.S. Digital Year in Review 2010.” comScore (2011): n. pag. Web. 2 Feb. 2011. <http://www.aaaa.org/agency/
pubs/NewEssentials/Documents/Digital/comScore%202010%20Digital%20Year%20in%20Review%202011-02.pdf>.

Schultz, E.J. “As Single Becomes New Norm, How to Market Without Stigma.” Advertising Educational Foundation. Crain
Communications, 11 Oct. 2010. Web. 9 Jan. 2011. <http://www.aef.com/industry/news/data/2010/1044>.

Capitol Advertising 31
Why Capitol Advertising?
We are not your average, run-of-the-mill team. We are a select group of individuals from distinctly
different backgrounds who have come together to bring this campaign to life.

From Brazil to Sweden, Nigeria to Japan, our team represents ten different countries across five
continents. We are by no means afraid of stepping out of our comfort zones to offer diverse
perspectives on meeting the challenge. Each one of us has brought a unique skill set to our team.

Though we are diverse, we have two common threads. We are advertising (and shopping!) fanatics, and
we have poured our hearts and souls into creating this campaign. Our group is fun and quirky, made up
of social media mavens, Adobe ninjas, research gurus, and even a JCParty animal or two.

With Capitol Advertising, you not only partner with a team invested in your success, but also receive a
unified campaign that is both creative and strategic.

We strongly believe that now is the time to build a crucial relationship with the target market. By
repositioning JCP as a modern and attractive retailer we make JCP relevant to women’s lives, while
staying true to the soul of your company. The beauty of our campaign is that it is simple and extendable.

Capitol Advertising and JCP...

Oh, the JCPossibilities...

32 Capitol Advertising
34 Capitol Advertising