Campaigns

AAF: NSAC Competition

My Tasks:
For the jcpenney campaign, I: picked the media and vehicles to advertising on managed the budge helped create the flowchart wrote the objectives and the media selection for the campaign conducted primary and secondary research wrote the secondary research section and in-store customer experience section helped edit and proof the booklet.

Background Information:
Facts: jcpenney is one of the leading department stores in the nation with over 1,100 stores in the United
States and Puerto Rico. Selling items from bedding to clothing for any age, jcpenney has everything anyone can imagine. But, over the years, jcpenney has been seen as a department store for older women, leaving younger women going to other department stores.

Objective: Rebrand. Our main goal is to rebrand towards a new target audience, women ages 25-34. By
rebranding, jcpenney will focus on its more youthful brands to attract new customers.

Problem: Competition. Many department stores and other large retailers that sell the same types of items as
jcpenney have already established a younger audience for their store. Large retailers such as Macy's and Target have the largest volume of shoppers between the ages of 25-34. They've done this by getting youthful designers for clothing, perfume, and appliance lines.

Audience: Females between the ages of 25-34. During this stage in life, there are many changes happening.
These changes include: graduation of college, start of professional career, getting married, and having children. All through these stages these women still want to feel beautiful and have confidence in what they wear, whether it be for work or to go to the store on the weekend.

Media Selection:
Magazine: In order to reach the correct target audience, it's advised that jcpenney advertise in several
magazines that target their younger audience. Though all of the magazines target jcpenney's younger age range, each magazine covers a different demographic of the target audience. The magazines chosen are: Vogue, Shape,Cosmopolitan, People: Split, and Parents. Instead of having an ad in People magazine once a week, our agency will put jcpenney ads in People every other week. It will still reach their total audience, but twice a month.

Applications: Mobile, iPod, and tablet apps will be used during the campaign for jcpenney. In these apps,
there will be a store navigator, printable coupons, fashion advice and the ability to purchase items on the phone.

Television: For television advertising, it's advised that jcpenney advertise during prime time (8-10PM

Eastern time) to ensure that the maximum viewership is achieved. Channels that were picked, through primary and secondary research, include: ABC, Fox, Bravo, and E!. These channels have been picked due to their high

female viewership of shows during prime time. These shows include: Glee, American Idol, Private Practice, Grey's Anatomy, Desperate Housewives, Fashion Police, and the Housewives series.

Direct Mail: For the 20+ million women between the ages of 25-34, they will receive two inserts of direct
mail for jcpenney. The direct mail will be coupons with sales advertisements.

Outdoor: Outdoor advertising was chosen by the highest percentage of young adults in each city. By doing
this, it'll ensure that our target audience is being reached the most through outdoor advertising. It'll also ensure that our budget isn't being wasted. These areas include: Los Angeles, CA; Chicago, IL; Austin, TX; Dallas, TX; Houston, TX; Washington D.C.; New York, NY; and Times Square. All locations are high trafficked areas with a population of 500,000 or more.

Radio: From our research, our agency learned that jcpenney's target audience mainly listened to the top hits
songs, which has a range of music including pop, rap, hip-hop, and alternative. Our target audience doesn't necessarily listen to artists within their age range, but artists that are at the top of the music list at that time. It's advised that jcpenney advertise on radio stations that play top hit music and during American Top 40 with Ryan Seacrest to optimize our audience to hear the radio ad.

Promotions: To increase sales, it's advised that jcpenney give out promotions. One of the promotions would
be to hand out umbrellas, especially during rainy days. Another promotion would be to get a famous young singer to partner with jcpenney to attract our target audience. During these promotions, we will let these women turn in their musical stores and the winner gets to spend a day with the singer and gets a $1,000 gift card to jcpenney.

Internet: Using websites such as Twitter, Facebook, and YouTube will allow jcpenney to get to their target
audience quicker since almost all have some way of getting on the Internet, whether it be by their computer or mobile phone. It'll also allow a free way to communicate to many people at once.

Media- Budget:
Media Magazines Outdoor Television Direct Mail Applications Promotions Radio Total

Out of $100,000,000

No. of Insertions 122 252 648 2 200 1224

Total $13,493,548.00 $9,220,200.00 $47,436,872.00 $11,244,800.00 $1,000,000.00 $3,000,000.00 $10,500,000.00 $95,895,420.00

Charming Charlie

Background Information: Facts: Based out of Houston, Charming Charlie is the fastest growing accessory chain. Carrying items for everyday to special occasions, Charming Charlie has accessories for everyone at lower prices than local boutiques. Objective: Awareness. Charming Charlie isn't available in many states, so for those states that are getting Charming Charlie for the first time it's important to show their target audience the abundance of items carried. Show differentiation. Breaking away from the regular accessory store is key to their success. Problem: Competition. Other accessory stores such as Claire's and The Icing are more nationally distributed and well known. This can lead to store/brand loyalty, making it harder for Charming Charlie to get their desired target audience. Boutiques/apparel stores. Almost every boutique and apparel store has accessories to compliment the items being sold. Audience: Females- early teens to midtwenties This target audience likes to stay on top of the styles, while staying within a budget. These women take their fashion style and appearance seriously, therefore read fashion magazines often. Those of age, carry either a part-time to full-time job and most are in school or recent graduates. They like to hang-out with friends and go out on the weekend, whether is be at the mall or to get drinks.

Media: 12 month campaign

Teen Vogue: With a total audience of over 5 million and a median age of 19, Teen Vogue is the perfect
magazine to reach the older teenage target audience for Charming Charlie.

Seventeen: A total teenage audience of over 5 million and a median age of 16 makes Seventeen the perfect
magazine to reach the younger teenage target audience for Charming Charlie. Seventeen reaches a lot of the target audience that other magazines don't reach and also reaches beyond the teen years.

ELLE: Out of the 5 million+ readers, 55% are between the ages of 18-34. ELLE will make is possible for
Charming Charlie to reach their older target audience. Over 70% of ELLE's audience are employed and 63% are single. Therefore, they like to be stylish for work and to go out with friends on the weekend.

InStyle: With over 10 million readers, InStyle has a variety of readers. InStyle will reach Charming Charlie's
older target audience and reach beyond to attract women to their more youthful side. More than of InStyle's readers have attended college or graduated and like to keep in style for work or other occasions.

Media: Budget
Media Vehicle
Teen Vogue Seventeen ELLE InStyle Total

No. of Insertions
36 12 12 12 96

Total
$1,407,948 $1,579,860 $1,315,080 $1,815,600 $6,118,488.00

Pillsbury

Background Information: Facts:Pillsbury carries the widest variety of frozen bakery items. They've become a staple in many people's lives making it faster and easier to cook for any part of the day.

Objective:Awareness. Pillsbury already a wellknown name, but their new product Sweet Moments bite-size brownies are a new addition to the family. Sweet Moments isn't just for the stay-at-home mom. They've been made for the active individual that can't bake on a regular basis but still likes eat sweets that taste home baked.

Problem:Competition. Superstores usually have a store brand of a product that is similar to the name brand. This is major competition for the name brand products because store brands are usually cheaper. Those consumers that would normally buy Pillsbury are now buying the store brand because of the price.

Audience: Adults ages 34-45. Particularly adults that work on a daily basis and have a family with children still in school. It'll allow them to enjoy a sweet bite of brownie without having to bake all day, especially when time is of the essence. These adults like to have sweets that taste as if they've been freshly baked. It's a snack that can be given to children easily and in moderation.

Media: 12 month campaign

Food Network Magazine: Carrying over 5 million readers, with 91% of those readers female, Food
Network Magazine is perfect for the working mom. It allows recipes and ideas for a better and quicker meal. Placing Pillsbury Sweet Moments would help the working mother pick out a sweet treat for the whole family while creating wonderful meals during the week.

Parents: Parents gives tips and advice for the new parents and for those that have young children. There are
also many food suggestions for children and parents. With over 11 million readers between the ages of 18-49, this reaches Pillsbury target audience and beyond.

Food & Wine: Almost 8 million readers enjoy Food & Wine and more than half of those readers are women
between the ages of 25-54. This magazine is for any foodie out there that loves to eat and cook.

Family Circle: Out of the 19+ million readers for Family Circle, over 90% are the principal shoppers in their
household. From those 19+ million, over 7 million have a child between the ages of 0-17. Family Circle talks about everything from style, health, food, family time and much more. This makes Family Circle one of the best places of Pillsbury to advertise because Pillsbury is a family food.

Media: Budget

Media Vehicle
Family Circle Parents Food Network Magazine Food & Wine Total

No. of Insertions
12 12 36 36 96

Total
$3,177,600.00 $2,094,000.00 $823,680.00 $1,051,200.00 $7,146,480.00

Hearts on Fire

Background Information: Facts: Hearts on Fire has the best, most brilliantly cut diamonds making it one of the most expensive jewelry companies. Their high cut diamonds are only sold in exclusive, fine jewelry stores. Objective: To make their target audience aware of the diamond's high quality and cut. The target audience needs to know that Hearts on Fire has the best diamonds and their quality surpass any other company, especially when picking the right ring for their significant other. Problem: Competition. Hearts on Fire has to compete with hundreds of other jewelry makers, that may be more well known. Price. Due to their high quality diamonds, their price will be much higher than most jewelry. Audience: Men. Between the ages of 25-35 with an established career, usually upper management They usually spend a lot on their work and personal attire. At this age, they are usually shopping for a wedding ring. For most, this is their first marriage. Price isn't the concern, but quality is. Women. Between the ages of 22-35, with an establish career. They like the finer things in life, including things that sparkle. From rings to necklaces, they love all types of jewelry. They carry either an American Express or Discover card. Jewelry stores, especially local fine jewelry stores. These stores are looking for new designs that are popular with young adults.

Media: 12 month campaign

Bridal Guide: With almost 5 million readers, Bridal Guide reaches the younger audience for Hearts on Fire.
Though 85% of the readers are female, 15% are male readers, making it one of the highest male readerships for bridal magazines. Bridal Guide is used to help with ideas for wedding planning and those ads that were placed, over half were considerable interest and 43% took action from those ads.

InStyle Weddings: InStyle Weddings has an audience of over 10 million, of those over 2.5 million are within
Hearts on Fire's target audience age range. InStyle Wedding's audience have mostly attended/graduated college, 73%, earning, on average $83,000. More than half of their audience considers themselves as single, making them the perfect consumer for Hearts on Fire.

NationalJeweler.com: National Jeweler is a business to business website that helps the jewelry developer
sell its products to a jewelry store/distribution. This will help Hearts on Fire by being distributed to more local fine jewelry retailers in markets which they aren't in yet.

W Magazine: W Magazine has a small readership, a little over 450,000, but their audience is wealthier than
most magazines. Although most of their audience is women, W Magazine does carry a 21% readership with men.

Media: Budget
Media Vehicle Magazines Bridal Guide InStyle Weddings W Magazine Internet NationalJeweler.com Total
*Internet insertions consists of: - Reader contact - Daily newsletter

No. of Insertions 36 12 36 6 90

Total

$267,180.00 $1,815,600.00 $1,126,296.00 $210,600.00 $3,419,676.00

- Design portfolio - 2 banners (homepage and category page) - Prestitial

Resume

Jennifer L. Leger
304 Wilturner Rd. Rayne, LA (337) 288-4589 or (337) 873-8936 JLeger20@gmail.com

Objective
To obtain and secure a long-term position in the advertising industry, focusing in media buying.

Selected Experience
Intern
th

Festival International de Louisiane, Lafayette, LA

Dec. 2010-May 2011

Manage the silent auction event for the 2011 official artwork, help build the new website for the 25 anniversary, design 2011 badges for backstage use, edit and proof radio spots and pocket guide, clerical tasks Sales Associate Destination Maternity, Lafayette, LA Jan. 2009- April 2010

Build client base, build new wardrobe for cliental, customer service, merchandising, key holder signage/new store arrangements, meet store and personal daily sales goals Intern Regent Broadcasting, Lafayette, LA Oct. 2008-Mar. 2009

Edit and proof radio station books, update client books, clerical tasks. Sales Associate Amy's Country Candles, Lafayette, LA July 2007-Oct. 2008

Build client base/ learn client needs, customer service, merchandising, signage, meet store and personal sales goals, key holder, be responsible of manager duties when manager was gone, ordering of merchandise

Qualifications
Media Planner/Research NSAC- jcpenney campaign Aug. 2010- April 2011 Pick media/vehicles to advertise on, manage budget, help with flowchart, write objectives and the media selection for campaign, conduct primary and secondary research, help write secondary research and in-store customer experience sections, help edit and proof book Media Planner Classwork- Bayou Vermilion District campaign Aug. 2010- May 2011

Pick media/vehicles to advertise on for each target audience, manage budget, help with flowchart, write objectives and media selection for campaign

Education
Bachelor of the Arts in Mass Communications: Advertising Minor in Marketing University of Louisiana at Lafayette GPA- 3.4/ 4.0 Dean's List- Spring 2009, 2011 and Summer 2010 President's List- Fall 2010 May 2011

Course work: Advertising Creative Strategy I & II, Communication Law & Ethics, Advertising Media Planning, Advertising Campaigns, Communication Research, Special Topics in Communications: NSACjcpenney campaign and Computer- Mediated- Communication Minor course work: Retailing, Consumer Behavior, Sales Management, Personal Selling and Business-to-Business Marketing

Affiliations
Honors Program American Advertising Federation (AAF) National Student Advertising Competition (NSAC) Alpha Delta Sigma Honor Society Aug. 2007 May 2011 Aug. 2010 May 2011 Aug. 2010 April 2011 March 2011 May 2011

Computer Skills
Microsoft programs: Word, Access, Excel, Powerpoint, Outlook Adobe Photoshop

References available on request.