Lauren Dizazzo

Sydney Kirsten

Alex Oanono

Liz Ronzio

Ean Williams

MK401 - JC PENNEY - ZAG FINAL

Situation analysis

SWOT

Strengths

Weaknesses
Boring Atmosphere Outdated Poor Branding Decline In Profits New Pricing Strategy Failed Campaign & Confusing Messaging Drive is Primarily From Coupons And Promotions/Sales Disorganization & Clutter Lack Luster Product Offerings Private Label

Affordability Diverse Offering Brand Recognition Convenient location Jonathan Adler Home/Collaboration Designer Brands For JCPenney Extra Offerings (photo center, hair salon, optical department) Positive Reputation as an Employer Sephora collaboration

Opportunities
Revamp of Locations Upgrade Technology User Generated Experience End of the Recession

Threats
Stronger Competition in the Market Martha Stewart Collaboration with Macys Expansion of Discount Super Centers

Competitive analysis
+ + + + + Bright, trendy, one-stop-shop crowded stores Wide variety of products & coupons with no expiration Cluttered Atmosphere & Only carry Home Goods Designer Lines, Sales, & Affordable Disorganized & Run-of-the-Mill Atmosphere Well Known Brands, Modern, Consistent Subpar Atmosphere & Staff as Sales People

Reliable appliances & Celebrity Brands Old Fashioned & Outdated

Industry Key Insights

3/4 of Consumers Recently Visited Department Stores 25-44 Year Olds Visit 5+ Times Per Year
About three out of four (73%) of respondents have visited a department store in the last 12 months. The 25 to 44 year olds are most likely to have visited five or more times in the last year.

Top Reasons for Department Store Shopping: Better Prices, Direct Mail Coupons, Friendly Staff
Better prices (79%), coupons mailed to the customers resident (54%), and friendlier staff (40%) are among the improvements and innovations that department store shoppers and most interested in.

Mintel

JCPenney Key Insights

Most Frequently Visited by Department Store Consumers
JC Penney (27%) is the department store that respondents are most likely to have visited in the last three months (Kmart 21%, Khols 21%, Macys 18%, Sears 17%.)

Current Customer Base is Older

JCPenney is considered to be a discount and value driven stores whose average shoppers are 55+

Luxury Department Stores Still Seen as Direct Competition

Macys is considered to be a luxury department store attracting female and affluent customers, is still seen as a direct competitor to JCPenney

Mintel

Step 1
Credibility:
home goods

experience:
traditional department store offerings

passion:
low prices

Step 2
Business:
department store retail

5 year vision: 10 year vision:

Step 3

become the preferred alternative to home goods stores for value and quality attract a more affluent customer base without alienating core customers. re-evaluate the store, especially the clothing department

20 year vision:
be the leader in the lifestyle goods retail industry

Step 3
this vision can be palpable and exciting by:
employee training program across all departments Eliminate underperforming clothing brands reorganize the website no-questions-asked return policy for online and instore enhance optical department - collaborate with warby parker Salons - collaborate with paul mitchell neighborhood shopping experience day care Cafe Point-and-shoot shopping guns and apps

Step 4
Primary Powering Trends:
interactive entertainment home creativity & design simplicity

interactive entertainment home creativity & design

Step 4

Primary trend brings shopping to another level through discovery in an interactive make-believe world.

Direction of our new focus Key differentiation It is how we bring interactive entertainment into the reality of a shopping experience and into shoppers lives.

simplicity
Allows shoppers to organize the vision created by store atmospherics

Secondary Trends
authenticity miniaturization simplicity gourmet cooking design nostalgia affordable luxury home creativity mobile computing online shopping interactive entertainment

Step 4

Step 5
brandscape competitors
first: Macys second: Target Third: Bed Bath & Beyond Fourth: Kohls Fifth: Sears

Step 6
Onliness Statement

James Cash is the Only Department Store that is a Miniature Neighborhood

Strategy Statement

What: The only department store How: that is a miniature town Who: for homemakers Where: in the United States

Why: who need inspiration to realize, organize and

purchase their lifestyle desires affordably,

When: in a time of clutter and chaos.

Current undermining elements

Bottom 60% of clothing lines Clothing as primary offerings Store clutter and layout Focus on price and promotions Ill-trained sales associates Atmospherics Web-clutter Brand name association Logo

Step 7

Elements To Strengthen

Step 7

The new & enhanced in-store shopping experience Name change Trained employees New logo In-store electronic shopping Pick up station Day care Partnerships across smaller departments Cafe De-clutter/simple shopping Carry-out service Gift-registry/smartphone/point-and-shoot shopping Design services Increased customer service Kitchen & bath appliances

Step 7
These elements all align because they play into the onliness statement of the interactive environment and simple shopping experience of the miniature neighborhood.

Collaborations & partners (Designers, Paul Mitchell, Warby Parker) Shoppers & Kids
experience

How to keep lovers happy:

Step 8

Increased visibility and notoriety with shoppers

Variety of products, strong customer service, competitive pricing, positive in-store

Store location/ property management Investors Manufactures

Fair trade Increasing profits

Lessens the competition with destination department stores like Kohls & Target

Food suppliers

Only working with ethical standards, social awareness Corporate responsibility

Who we can paint as

Kohl's, Sears, Macys, Bed Bath and Beyond, Target Clutter Dull atmospherics Low price focus Cheap quality brands Previous notions and branding of JCPenney

Step 9

The Bad Guys:

Because were not:

A Cheap discount store Just A One-stop-shop Boring Dingy Outdated

Step 10
Our brand name is
success:

Hurting

we can change that by going back to our original name that earned our initial

James Cash Because: It is a name with history and strength and: it gives us the opportunity to create characters and themes

TRUELINE

Step 1

James Cash is a miniature town offering all of the lifestyle amenities that shoppers want in their personal lives.

TAGLINE

Step 12

You Can Have it All.

We can enroll brand advocates using this messaging by:
being genuine portraying the revitalization of the store not focusing on price and promotions partnering with credible/well-known brands for various departments

AND
By focusing on the new direction of the stores design, personality and offerings.

James Cash offers an environment for families to have an interactive shopping experience and visualize potential purchases through first-hand use in their journey around town.

Step 13

Step 13
mini model homes smart phone capable shopping guns carryout service daycare hair salon - Paul Mitchell Optical department - Warby parker eating at home cafe using items in-store highly trained employees Sephora

Touchpoints:

DESIGN STUDIO

PHOTO STUDIO

CHECK OUT

PAUL MITCHELL SALON

WARBY PARKER OPTICAL

SHOPPING GUNS DROP OFF

KIDS TOYS
SMALL TECH & ENVIRONMENTAL ACCESSORIES

KITCHEN APPLIANCES
LIVING ROOM FURNITURE & DECOR LIVING ROOM ACCENTS & DECOR

BEDROOM ACCENTS & DECOR

SMALL KITCHEN APPLIANCES

SMALL KITCHEN ACCESSORIES

DISHWARE & CUTLERY

CLOSET ORGANIZATION

HOME CARE (IRONS, ETC.)

BEDDING OPTIONS

FITNESS
LUGGAGE & TRAVEL PERSONAL CARE BABY FURNITURE

CURTAINS

TOWELS

LAUNDRY APPLIANCES

PET CARE

BATH APPLIANCES

DISHWARE

PICK UP DEPOT

OUTDOOR/ PATIO

MATTRESS
DAYCARE

Bedroom

Bath

Bedroom

Bath

Bedroom

Bath

Bedroom

Bath

URBAN
Living Room Kitchen

COLLEGE
Living Room Kitchen

BRIGHT
Living Room Kitchen

DESIGNER
Living Room Kitchen

LOUNGE AREA

Bedroom

Bath

Bedroom

Bath

Bedroom

Bath

KIDS
Living Room Kitchen

WARM
Living Room Kitchen

MINIMAL
Living Room Kitchen

STG patio STG

STG

STG

STG PATIO: LOUNGE CHAIRS TBD patio STG

PATIO OUTDOOR BAR BIG TABLE

PATIO HAMMOCK FIRE PIT

patio STG

PATIO patio PORCH CANOPY STG COLORFUL SEATING

SHOPPING GUNS PICK UP

STG PATIO: JUNGLE GYM DOG HOUSE patio STG PATIO: BARBEQUE GRILL

STG patio STG PATIO: ELEGANT UMBRELLA TABLE

STG patio STG

The Kitchen

Step 14
Word-of-Mouth Advertising PR Promotions In Store experience Park patio installations Special occasion Block Parties Out of home Online Direct Mail Community Events

Customers will learn about us through:

Step 14
Loyalty program
Point system

We Will Enroll Customers Through:

Clothing donations to charity Shopping App

From customers Scanning QR/receipt codes onto your own app, so you can track your
purchases and align them with your wish lists/registry/etc.

Step 14
Word-of-Mouth Macys (Parade) Bed, Bath & Beyond Advertising Target Kohls Macys PR Target (collaborations) Macys Promotions Bed, Bath & Beyond In Store experience Target (clean and fun) Macys (Window Display & flagship

However, we will have to compete at various touchpoints:

Out of home Macys (Parade) Target (Billboards) Online Macys Target Bed, Bath, & Beyond Sears Direct Mail Target (pamphlets and coupon books) Bed, Bath, & Beyond (20% off coupons) Macys (loyalty program coupons) Kohls (Kohls Cash program)

Putting Our Money Where Our Mouth Is:

5% 5% 5% 15% 25%

Step 14

20%

25%

Television Print Online Out of Home Non Traditional Radio Direct Mail

Step 15
Eliminating lackluster products Offering trained/well-informed services and advice Clutter free environment, simplified Gadget friendly apps and tools for in-store shopping Primarily targeting females, but placing a priority on targeting the
male audience with the same needs Life-size homes Cafe Day care Credible companies: Warby Parker, Paul Mitchell, etc. Mini-homes updated with trends often Products vary with season

We Are Going to be Better for Our Customers

Step 15
We Are Going to Keep Customers Loyal through:
High performing customer service and tools No questions asked return policy well-trained employees who help customers but arent pushy up keeping the store - cleanliness, design, lighting, etc.

Step 16
James Cash is a Branded House and its going to stick around by becoming a

member of the community

James Cash will protect its portfolio by:

focusing on the James Cash brand as a whole instead of focusing on promoting the brands carried

Step 17

Stay Focused under short-term profit pressure by:

Not focusing on price and promotion strategies Generating positive PR and word-of-mouth Boosting customer service

White Space
this enables consumers to take a walk through their potential hometown as they shop for necessities and amenities.
James Cashs redesign will also simplify the traditional department store shopping experience, making the store a clutter free environment with a large and highly trained staff specializing within their department.

James Cash is the Only Department Store that is a Miniature town * * *

Creative Brief

Reason
JCPenney is now James Cash.
We need to portray to customers the new and improved redesign of JCPenney as well as the introduction of Jamestown, a miniature neighborhood that gives customers the opportunity to visualize and use potential purchases before checking out.

jill

We are talking to
A 34 year old mother who is constantly multitasking to
manage her chaotic household She is the glue that holds her family together A nurturing caregiver for her 8 year old twin boys and loving husband. She cherishes her quiet Sunday morning sunrises alone on the porch with the weekend newspaper and fresh cup of coffee. As a way to unwind after a typical work day, she will watch her favorite shows Desperate Housewives, Dancing with the Stars and anything airing on the Own Network.

Right now, women like jill think..

They are familiar with the outdated JC Penney as a discount department store that offers a wide variety of mediocre brands in a dull atmosphere. Unlike many competitors who reside in the mall, it is not a designated shopping destination but rather, a store that customers may stop in to browse if they happen stumble upon the entrance. Consumers may be persuaded to view JCPenney differently if a redesign manages to entertain consumers unlike any traditional department store has done before.

Our single message

James Cash is the only department store that lets you use all 5 senses to envision your potential home before you check out.

Kick Start
Proposition
James Cash is the first interactive department store of its kind

Support
James Cash is the only department store that gives customers the opportunity to visualize and use potential purchases before checking out

Holy Shit Factor

The introduction of Jamestown, a miniature neighborhood in the center of James Cash

Tone
Quirky.

Executions

Store Logo

Cafe Logo

The Kitchen

DESIGN STUDIO

PHOTO STUDIO

CHECK OUT

PAUL MITCHELL SALON

WARBY PARKER OPTICAL

SHOPPING GUNS DROP OFF

KIDS TOYS
SMALL TECH & ENVIRONMENTAL ACCESSORIES

KITCHEN APPLIANCES
LIVING ROOM FURNITURE & DECOR LIVING ROOM ACCENTS & DECOR

BEDROOM ACCENTS & DECOR

SMALL KITCHEN APPLIANCES

SMALL KITCHEN ACCESSORIES

DISHWARE & CUTLERY

CLOSET ORGANIZATION

HOME CARE (IRONS, ETC.)

BEDDING OPTIONS

FITNESS
LUGGAGE & TRAVEL PERSONAL CARE BABY FURNITURE

CURTAINS

TOWELS

LAUNDRY APPLIANCES

PET CARE

BATH APPLIANCES

DISHWARE

PICK UP DEPOT

OUTDOOR/ PATIO

MATTRESS
DAYCARE

Bedroom

Bath

Bedroom

Bath

Bedroom

Bath

Bedroom

Bath

URBAN
Living Room Kitchen

COLLEGE
Living Room Kitchen

BRIGHT
Living Room Kitchen

DESIGNER
Living Room Kitchen

LOUNGE AREA

Bedroom

Bath

Bedroom

Bath

Bedroom

Bath

KIDS
Living Room Kitchen

WARM
Living Room Kitchen

MINIMAL
Living Room Kitchen

STG

STG

STG

STG PATIO: LOUNGE CHAIRS TBD patio STG

PATIO OUTDOOR BAR BIG TABLE

patio STG

PATIO HAMMOCK FIRE PIT

patio STG

PATIO patio PORCH CANOPY COLORFUL SEATING STG

SHOPPING GUNS PICK UP

STG PATIO: JUNGLE GYM DOG HOUSE patio STG PATIO: BARBEQUE GRILL

STG patio STG PATIO: ELEGANT UMBRELLA TABLE

STG patio STG

** Clothing Department not Depicted

The Kitchen

11
DESIGN STUDIO PHOTO STUDIO

14
CHECK OUT

10

9
PAUL MITCHELL SALON WARBY PARKER OPTICAL

SHOPPING GUNS DROP OFF

KIDS TOYS
SMALL TECH & ENVIRONMENTAL ACCESSORIES

KITCHEN APPLIANCES
LIVING ROOM FURNITURE & DECOR LIVING ROOM ACCENTS & DECOR

Floor Plan

BEDROOM ACCENTS & DECOR

SMALL KITCHEN APPLIANCES

SMALL KITCHEN ACCESSORIES

13
DISHWARE & CUTLERY

CLOSET ORGANIZATION

TOWELS

LAUNDRY APPLIANCES

PET CARE

BATH APPLIANCES

MATTRESS

Living Room

PATIO OUTDOOR BAR BIG TABLE

1.The Kitchen At an entrance of the store, you see The Kitchen a bistro-style restaurant 5 7 serving a variety of food. 6 2. Seating Area Seating area for those dining at The Kitchen. Seating area is within the kitchens or patios of the mini modular home of their style choice. 3 The Kitchen 2 3. Shopping Gun/Apps 1 Shoppers have the option to pick up shopping guns here, where they can use 4. Penny Lane: Mini-Modular Homes 7 mini-modular homes in different styles are decorated according to the point and shoot capabilities to track their wish list, shopping basket, and see their theme. other options as they walk through the A bedroom, bathroom, kitchen and living room are fully furnished. Shoppers can walk through the homes and snoop around with their store/modular homes. apps/guns. 5. Day Care Shoppers can drop of their children at a safe/fun/clean day care so that children can enjoy their time so parents can shop with ease and no distractions.
PERSONAL CARE BABY FURNITURE
CURTAINS DISHWARE

PICK UP DEPOT

LUGGAGE & TRAVEL

12

HOME CARE (IRONS, ETC.)

BEDDING OPTIONS

FITNESS

OUTDOOR/ PATIO

DAYCARE

Bedroom

Bath

Bedroom

Bath

Bedroom

Bath

Bedroom

Bath

URBAN

COLLEGE

BRIGHT

DESIGNER

LOUNGE AREA

Bedroom

Bath

Bedroom

Bath

Bedroom

Bath

KIDS

WARM

MINIMAL

Kitchen

Living Room

Kitchen

Living Room

Kitchen

Living Room

Kitchen

Living Room

Kitchen

Living Room

Kitchen

Living Room

Kitchen

STG

STG

STG

STG

patio STG

PATIO HAMMOCK FIRE PIT

patio STG

PATIO patio PORCH CANOPY STG COLORFUL SEATING

PATIO: LOUNGE CHAIRS TBD

patio STG

SHOPPING GUNS PICK UP

STG

STG

STG

PATIO: JUNGLE GYM DOG HOUSE

patio STG

PATIO: BARBEQUE GRILL

patio STG

PATIO: ELEGANT UMBRELLA TABLE

patio STG

11
DESIGN STUDIO PHOTO STUDIO

14
CHECK OUT

10

9
PAUL MITCHELL SALON WARBY PARKER OPTICAL

SHOPPING GUNS DROP OFF

KIDS TOYS
SMALL TECH & ENVIRONMENTAL ACCESSORIES

KITCHEN APPLIANCES
LIVING ROOM FURNITURE & DECOR LIVING ROOM ACCENTS & DECOR

BEDROOM ACCENTS & DECOR

SMALL KITCHEN APPLIANCES

SMALL KITCHEN ACCESSORIES

13
DISHWARE & CUTLERY

CLOSET ORGANIZATION

TOWELS

LAUNDRY APPLIANCES

PET CARE

BATH APPLIANCES

PERSONAL CARE

BABY FURNITURE

CURTAINS

DISHWARE

PICK UP DEPOT

LUGGAGE & TRAVEL

12

HOME CARE (IRONS, ETC.)

BEDDING OPTIONS

FITNESS

5 6
DAYCARE

OUTDOOR/ PATIO

MATTRESS

Bedroom

Bath

Bedroom

Bath

Bedroom

Bath

Bedroom

Bath

URBAN
Living Room Kitchen

COLLEGE
Living Room Kitchen

BRIGHT
Living Room Kitchen

DESIGNER
Living Room Kitchen

LOUNGE AREA

Bedroom

Bath

Bedroom

Bath

Bedroom

Bath

KIDS
Living Room Kitchen

WARM
Living Room Kitchen

MINIMAL
Living Room Kitchen

STG

STG

STG

STG PATIO: LOUNGE CHAIRS TBD patio STG

PATIO OUTDOOR BAR BIG TABLE

patio STG

PATIO HAMMOCK FIRE PIT

patio STG

PATIO patio PORCH CANOPY STG COLORFUL SEATING

SHOPPING GUNS PICK UP

STG PATIO: JUNGLE GYM DOG HOUSE patio STG PATIO: BARBEQUE GRILL

STG patio STG PATIO: ELEGANT UMBRELLA TABLE

STG patio STG

6. Shopping Aisles Instead of cluttered tables full of disorganized home goods, rows of tables will showcase 1 version of each good (eliminating the need to showcase each color of a Kitchen Aid mixer, for example. Consumers can use iPad to view other options, or use their guns/apps to scan and see more. 7. Outdoor/Patio section Full section dedicated to the items including those displayed on modular-home patios. 8. Warby Parker Optical Full service optical department, headed by the Warby Parker brand.

The Kitchen
1

9. Paul Mitchell Salon Paul Mitchell is a relatable hair-style brand that shoppers may also recognize from his own commercials. Updated hair styles in a trusting environment. 10. Sephora Currently, JC Penney already represents Sephora. This change would create a well-lit store atmosphere so customers decide against choosing to shop at the actual store, or another department store selling cosmetics. 11.Design Depot Shoppers can visit the Design Depot to seek design advice from highly trained employees. There will be design seminars often.

11
DESIGN STUDIO PHOTO STUDIO

14
CHECK OUT

10

9
PAUL MITCHELL SALON WARBY PARKER OPTICAL

SHOPPING GUNS DROP OFF

KIDS TOYS
SMALL TECH & ENVIRONMENTAL ACCESSORIES

KITCHEN APPLIANCES
LIVING ROOM FURNITURE & DECOR LIVING ROOM ACCENTS & DECOR

BEDROOM ACCENTS & DECOR

SMALL KITCHEN APPLIANCES

SMALL KITCHEN ACCESSORIES

13
DISHWARE & CUTLERY

CLOSET ORGANIZATION

TOWELS

LAUNDRY APPLIANCES

PET CARE

BATH APPLIANCES

PERSONAL CARE

BABY FURNITURE

CURTAINS

DISHWARE

PICK UP DEPOT

LUGGAGE & TRAVEL

12

HOME CARE (IRONS, ETC.)

BEDDING OPTIONS

FITNESS

5 6
DAYCARE

OUTDOOR/ PATIO

MATTRESS

Bedroom

Bath

Bedroom

Bath

Bedroom

Bath

Bedroom

Bath

URBAN
Living Room Kitchen

COLLEGE
Living Room Kitchen

BRIGHT
Living Room Kitchen

DESIGNER
Living Room Kitchen

LOUNGE AREA

Bedroom

Bath

Bedroom

Bath

Bedroom

Bath

KIDS
Living Room Kitchen

WARM
Living Room Kitchen

MINIMAL
Living Room Kitchen

STG

STG

STG

STG PATIO: LOUNGE CHAIRS TBD patio STG

PATIO OUTDOOR BAR BIG TABLE

patio STG

PATIO HAMMOCK FIRE PIT

patio STG

PATIO patio PORCH CANOPY STG COLORFUL SEATING

SHOPPING GUNS PICK UP

STG PATIO: JUNGLE GYM DOG HOUSE patio STG PATIO: BARBEQUE GRILL

STG patio STG PATIO: ELEGANT UMBRELLA TABLE

STG patio STG

The Kitchen
1

12. Appliances A new kitchen, bath, laundry and upgraded mattress department. Shoppers can purchase larger appliances here. The shopping gun works for items in these departments as well. When customers visit mini-modular homes, they can, for example, sit on a bed, realize they love the mattress, keep track of it, and shop for it in the mattress department. 13. Pick-Up Depot Customers who used the app/gun are able to decide which items they want to purchase, right on their device. Once items are selected, a James Cash employee will meet them at the Pick Up Depot and escort them to the check out. 14. Check Out On the way to check out, customers can drop off their shopping guns. After checking out, they will have the option to be helped to their cars.

Shopping gunn and app

This app is aimed at the James Cash customer who plans to fill their shopping cart. The app allows the everyday customer to check stock, color options, complementary product offerings, and professional tips. Once you are finished scanning, the app allows you to express check out and have the items waiting for you packed and ready to bring home at the pick-up depot. The app fits in the James Cashs dedication to simplicity and interactivity, and facilitates a more effective shopping experience.

Website
The website mirrors the new store layout in two ways. First, it highlights the major sections that are featured in the store layout and draws attention to the new collaborations and those that weren't previously highlighted. Then it also addresses the seven different styles that are featured in the store (college, minimal, designer, warm, bright, kids, and college). Visitors browse the site or, search. The first way to browse, visitors can then click on the the various styles that may appeal to them to find furniture, appliances, and clothing they might like. Then they can also browse the site the traditional way through the major categories (e.g. home goods, women's clothing, optical) and then further subcategories.

Commercial

Commercial

This commercial marries the powering trends and tag line of James Cash. It shows that James Cash could have it all - all of the departments, and he could do it all too - all of his hats. It would showcase the mini-modular homes and simplified shopping experience as he walks through the store and it pans out. We would do a really big push on this commercial as an introuction to James Cash and Jimmy.

Client

JCPenney TV Spot

Title

James Cash Daydream

Spot

Job #

Commercial
Daydream Realization 1

Shot 1: Woman enjoying morning as she relaxes she begins to daydream on patio.

Shot 2: In her daydream the woman sees a man in a beautiful kitchen cooking dinner.

Shot 3: Transition to the woman seeing the same man painting taking care of household repairs of her dream house like a pro.

Shot 5: Transition to the same man taking care of a room full of children with complete ease. Everyone is happy.

Shot 6: Cut back to woman coming out of daydream and James Cash is tapping her on the shoulder in a sales uniform. Pan out the woman is shown sitting on the patio section in James Cash.

Shot 2: Cut to James Cash logo and tag line.

Client

James Cash Daydream

JCPenney TV Spot

Title Job #

Daydream Realization 1

Spot

Commercial
This commercial appeals to the target female customer who dreams of simplifying her everyday hectic lifestyle. Throughout the ad, James Cash is pampering the woman as well as taking care of the tiresome chores she must partake in everyday. The TV spot reveals to the customer the image of the redesigned store, and also brings home the message that with James Cash you can have it all.

Shot 1: Woman enjoying morning as she relaxes she begins to daydream on patio.

Shot 2: In her daydream the woman sees a man in a beautiful kitchen cooking dinner.

Shot 3: Transition to the woman seeing the same man painting taking care of household repairs of her dream house like a pro.

Shot 5: Transition to the same man taking care of a room full of children with complete ease. Everyone is happy.

Shot 6: Cut back to woman coming out of daydream and James Cash is tapping her on the shoulder in a sales uniform. Pan out the woman is shown sitting on the patio section in James Cash.

Shot 2: Cut to James Cash logo and tag line.

Page 1

Print Ad
This print ad is one example of many that would go with the theme of snooping allowed in James Cash. We decided to go off of the idea of snoopers who visit neighboring households to find inspiration for their own interior design. Through these ads, Jimmy Cash aims to send the message that in our stores we encourage you to come find the inspiration within Jamestown.

OOH
The Billboard goes along with the quirky tone of the campaign, giving our character James Cash even more exposure. Every hat juggled will represent one of the departments that James Cash specializes in, sending the message of the variety in home goods and services the store now has to offer.

Non traditional pop up patio

Acting as interactive instillations, these Patio Pop-Ups will appear in major city parks nation-wide. While the awareness of locations isn't the problem, there will need to be strong efforts in familiarizing consumers with the new simplistic and handson experience that create the essence of James Cash. This aspect is also what sets James Cash apart from other department stores. In order to increase the awareness of this point of differentiation, this interactive public park instillations that are set up as different patio designs will draw attention to how hands-on the new James Cash stores are (thanks to its the instore neighborhoods). Some of the parks where these Patio PopUps will be present are: Central Park, New York City; Middle Harbor Shoreline Park, Los Angeles Area; and Piedmont Park, Atlanta. Also, there will be placards with "brought to you by James Cash" and a QR code (that links to a mobile microsite that has info on the items present in the instillation and a option to buy them or add them to your wishlist, the closet stores to the current/potential consumer, link to the most recent spot, and a link to download the app) present as a part of the instillations.

Online ad
The illustration for the online ad is only the still box portion that is present after the full screen, pagecover animation. When the ad appears in the cycle for a visitor to the site, the row of different houses (that appears throughout this strategy) is illustrated across the page with the James Cash logo above. Then, one at a time, each of the seven houses is highlighted by turning into a color and written below is one of the seven styles that the house is associated with. As they turn into the color, the doors and/or windows open with fun little illustrated characters of the type of people that would occupy that style of house. Once, all of the house have been highlighted, "Find What Fits Your Lifestyle" appears across all of the houses, and then the copy shrinks below the houses, and "You Can Have it All" appears across all of the houses. Then the ad shrinks back down into the box ad space. This online ad highlights the various styles that James Cash offers, while solidifying the neighborhood aspect of the instore experience. It also compliments the of the other ads by driving home the main point of differentiation of James Cash that is mentioned across all of the creatives.

Radio commercial
James Claus (Jimmy mistaken for Santa Claus)
Commercial begins with Christmas/holiday sounding music Shopper: Um, excuse me, I just scanned this and it said it was $10 dollars. a Jimmy: Yes that is correct. Shopper: Well, it also said it came in 4 other colors and 3 other styles. Jimmy: And it does! Anything you wantwhich color would you like--- (shopper cuts him off mid sentence) Shopper: Amazing! Id like the rustic looking one in the Olive color, please! But hmmm. Its almost too good to be true. The only person I know of who can magically make my dream presents come true is. Oh. My. God! Are you Santa ?!! Jimmy: (laughing) You could say that Im not really--- (girl cuts him off mid sentence again) Shopper: In that case Id like a new blender, throw pillows for the couch, an end table (She continues to list off things, as the voiceover gets quieter. The Christmas music from the beginning plays again.) Jimmy voiceover: Now through December 24th we will be celebrating James Cashs Season of Celebration with holiday promotional prices and offerings. Come see Jamestowns magical transformation into a christmas wonderland, for a shopping experience the whole family can enjoy. Because during the holidays, theres only one place where You can have it all. James Cash.

"Annual Report / Fact Book." - Macy's, Inc. Macy's Inc. Web. 04 June 2012. <http://www.macysinc.com/pressroom/annualreport/>.

Works Cited

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Lauren Dizazzo

Sydney Kirsten

Alex Oanono

Liz Ronzio

Ean Williams