Michael Dolan

Degree Type

Honors Capstone Project

Date of Submission

Spring 5-1-2011

Capstone Advisor

Edward Russell

Honors Reader

Kevin O’Neill

Capstone Major


Capstone College

Public Communications

Audio/Visual Component


Capstone Prize Winner


Won Capstone Funding


Honors Categories


Subject Categories

Advertising and Promotion Management


The JCPenney “Priced for Life” campaign was designed as Syracuse University’s entry for the National Student Advertising Competition, an event held by the American Advertising Federation. As a member of the S.I. Newhouse School of Public Communications team for the competition, I helped to make this integrated advertising campaign a reality.

The goal of this campaign is to retain women aged 25-34 who currently shop at JCPenney and also capture new customers who fall within that demographic. It is also designed to increase frequency and grow share of wallet among members of this target audience. The proposed campaign runs from February 2012 to February 2013, employing a budget of $100 million.

This proposal chronicles all major steps involved in creating an integrated advertising campaign. Beginning with defining the target audience, it presents the results of research we accumulated through surveys, ethnographies, and interviews. Using this information, it provides key insights into the targeted subjects mindsets and proposes strategies to develop advertisements that resonate with them.

This proposal also includes the campaign’s media plan, outlining the budget for each communications medium we use and specifying which media vehicles would best reach our target audience. In addition to covering both traditional and non-traditional media, this section of the proposal also proposes a new method of dividing media which is based on how well it engages consumers. These new labels are called “lean back,” “lean forward,” and “stand up.”

This proposal also includes creative executions that will be used throughout the course of the campaign. These creative examples are built around our new tagline for JCPenney,“priced for life.” They range from print advertisements to a Facebook application, to a new advertising medium we call “Livespaces.”

This proposal also extends beyond pure advertising, introducing new ways for JCPenney to show customers that it is priced for life. These include public relations events and partnerships with non-profits that will encourage other media outlets to pick up on JCPenney’s role in the community. In doing so, this campaign will reach consumers via multiple touchpoints. As these touchpoints help familiarize people with JCPenney and its merchandise, the campaign will achieve its outlined goals.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.



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