JCP PR Campaign Proposal
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The document outlines a PR campaign for JCP, aiming to increase retail sales and strengthen online presence through various initiatives, including media outreach, a college pop-up shop, and a fashion show. Objectives include publishing 20 articles about JCP's community involvement and increasing revenue by 20% by the end of 2014. Additional elements include partnerships, event marketing, and targeted promotions to engage audiences such as college students and mothers.
JCP PR Campaign Proposal
- 2. Meet the Team Emma Martin LizVillafan Maria Garner Kate Mahler Kaitlyn Holstine Jerenny Medrano
- 3. Client Analysis Strengths Weaknesses Threats Opportunities • Increase in retail sales • Fast fashion & Online Shopping • Expansion of in-shop stores • Technology & Social Media
- 5. Objectives 1. Create positive media buzz by having 20 articles published online and print that focus on JCP’s diverse suppliers, promotions, and community involvement before the end of 2014. 2. Strengthen JCP’s online presence by establishing a JCP blog by the end of 2013.The blog will have a minimum of 25 shares per post. 3. Increase JCP’s revenue by 20% by the end of 2014.
- 6. Partnership BeautyCare’s mission is to break the cycle of domestic violence against women and children. - CelebriTee Campaign - Carrie Underwood - Design Wife-beater - Sold in stores Cause-related Marketing.
- 7. Event Marketing • College Pop-Up Shop • Preview collection from Joe Fresh’s and Duru Olowu’s clothing line. • Fashion show promotion entries ex. DJ’s, Fashion, Graphic Design, & Interior Design • “ClothesThat Care” donation booth • Social media awareness • Schools:
- 8. Promotions • Twitter First 500 people to tweet about the JCP College Shop will be entered in a sweepstake to receive JCP gift cards up to $100 dollars. 25 winners selected. • Instagram Anybody that instagrams a picture of themselves at the JCP College Shop will be entered in a drawing to win backstage passes + meet & greet passes for an upcoming Carrie Underwood Concert. One winner selected.
- 9. Event Marketing “ClothesThat Care” Fashion Show • DJ competition • Back-to-School FashionTrends • Student Boutique winners announced • Reveal winning student tee designs for Beauty Cares alongside Carrie Underwood
- 10. Media Outreach
- 12. Product Placement Media Value: $ 55, 151 (5 seconds) Media Value: $ 53,490 (5 seconds)
- 13. Fashion Bloggers • BrandAmbassadors • Budget aware • College Students & Moms • High influence • Gifting • BeautyCares pitch
- 14. Mommy Bloggers • BrandAmbassadors – Fashion – Budget friendly • High influence • Gifting • Disney Premiere • Pitch to Blog
- 15. Blogs • Develop JCP’s first Fashion Blog via Tumblr and share the blog on the website. • Various trendy outfit combinations by JCP including outfits worn by talents during episodes of “New Girl” and “Modern Family.” • In-store pick-up promotions. • News about the “Clothes That Care Fashion Event”
- 16. Time Line Oct. 7th, 2013: JCP College Shop Pop Ups Dec. 13th, 2013: Clothes that Care Fashion Show Oct. 14th, 2014 – Boxtrolls Premier Nov.4th – 22nd, 2013: Student voting for Fashion Show August 4th – Oct.3rd , 2014: Mommy Bloggers Campaign
- 17. Budget Pop-Up Shop, $2,000.00 Fashion Show, $80,000.0 0 Promotions, $2, 500.00 Mommy Bloggers, $15,00 0.00
- 18. ThankYou for Listening! Questions, comments?