lk - jcpenney marketing

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J C P E N N E Y / L I F E K H A K IM A R K E T I N G R E V I E W

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M a r k e t l i s t

9 of 11 markets are in the Top 20 DMAs11 markets will reach over 30 million

households

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MARKETMinneapolisPhiladelphiaChicagoMilwaukeeBostonSan Francisco/Oak/SJDallas/Ft. WorthSeattleTucsonOrlandoMiami

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Number of Doors• 348 Stores – Straight Trouser, Relaxed Straight Chino

In-Store• Double Nested Table on Aisle - Table Shrouds, LK Branding Logo, (2) 14 x 18 Images

Sports Radio• Boston: October• Chicago: October• DFW: October – December• Miami – November• Minneapolis – October• Orlando – October, December• Seattle – October, December• Tucson, October – November

Billboards –• Boston, Charlotte, Chicago, Dallas, Miami, Philly Seattle, Tucson - Mid October - December

Web – Life Khaki Landing Page on JCPenney.com

Advertising • Week 37 and 39 - ESPN Radio and Digital Banners• Direct Mail Catalog - Matters of Style

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O U T D O O R

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R A D I O

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R a d i o – L i v e r e a d s , r e m o t e s & d r e s s t h e d J

• Partner with strong stations in major markets with high coverage of our LK target, such as Sports and News.

• Select DJ personalities popular with the LK target and well connected in the local community

• On-air approach is likeable, sincere and believable when talking about the LK product

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B o s t o n

Radio• Station: WBZ-FM / 98.5 The Sports Hub• Timing: October• Sports Guy: Damon Amendolora / Weeknights 7pm-12am• Elements:

- :60 second live/recorded endorsements - Online commercial streaming

- Web banner - 2-hour Hideout appearance including promo spots/call-ins

- MNF Show live broadcast sponsorships - Patriots Sports Hub programming sponsorships

- Web takeovers

S P O R T S G U Y DAMON AMENDOLORA

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C h i c a g o

Radio• Station: WMVP-AM / ESPN 1000• Timing: October• Sports Guy: Marc Silverman / Weekdays 9am-1pm• Elements:

- :60 second live/recorded endorsements - “You Got a Guy” fantasy football sponsorship every Friday

- Web banner - Prime weekday :10 second program sponsorships

- Online commercial streaming - 2-hour Hideout appearance including promo spots/call-ins

- Sports Update daily :05 second sponsorshipS P O R T S G U Y MARC SILVERMAN

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D a l l a s

Radio• Station: KTCK-AM / The Ticket 1310• Timing: October-December• Sports Guys: Mike Rhyner & Corby Davidson / Weekdays 3pm-7pm• Elements:

- :60 second live/recorded endorsements - Prime weekday :05 program sponsorships

- Web banner - 2-hour Hideout appearance including promo spots/call-ins

- Online commercial streaming - Email blasts

S P O R T S G U Y MIKE RHYNER & CORBY DAVIDSON

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M i a m i

Radio• Station: WAXY-FM / 790 The Ticket• Timing: October-November• Sports Guy: Jorge Sedano / Weekdays 6am-10am• Elements:


- Web banner - Sports Flash Update sponsorships

- Text campaign - 2-hour Hideout appearance including promo spots/call-ins

S P O R T S G U Y JORGE SEDANO

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S e a tt l e

Radio• Station: KJR-AM Sports Radio 950• Timing: October & December• Sports Guy: Dave “Softy” Mahler / Weekdays 10am-1pm• Elements:

- :60 second live/recorded endorsements - Sports Update :05 second daily sponsorships

- Web banners - 15 bonus spots

- Online commercial streaming - 2-hour Hideout appearance including promo spots/call-ins

S P O R T S G U Y DAVE “SOFTY” MAHLER

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M i n n e a p o l i s

Radio• Station: KFAN-AM / The Fan 1130• Timing: October• Sports Guy: Justin Gaard / Weekdays 3pm-630pm• Elements:


- Web banner - Sports Update daily :05 second sponsorship

- Justin Gaard Blog - 2-hour Hideout appearance including promo spots/call-ins

- :30 second recorded endorsements-Gopher Football Post-Game

S P O R T S G U Y JUSTIN GAARD

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O R L A N D O

Radio• Station: WHOO-AM/1080 The Team• Timing: October & December• Sports Guy: Mike Tuck /Weekdays 3pm-6pm• Elements:

- :60 second live/recorded endorsements

- Online commercial streaming

- Web banners - Daily social media updates: Twitter, Facebook

- Weekly video blog - 2-hour Hideout appearance including promo spots/call-ins

S P O R T S G U Y MIKE TUCK

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T u c s o n

Radio• Station: KCUB-AM /The Score 1290 • Timing: October-November• Sports Guy: Kevin Woodman / Weekdays 4pm-6pm• Elements:


- Web banner - “In The House” program sponsorships

- 25 bonus spots - 2-hour Hideout appearance including promo spots/call-ins

S P O R T S G U Y KEVIN WOODMAN

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H I D E O U T E V E N T S

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• The Hideout events will create excitement, allow the target to engage directly with LK product, have a viral PR effect and will drive retail traffic directly retail locations

• Held at key mall locations, in more affluent high-traffic areas, representing a high percentage of sales

• Radio remotes, as well as online (mobile, social) and PR will be leveraged to generate awareness and buzz

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• We’ll leverage relationships with media properties (offline and online) to create a dynamic, fun atmosphere that will keep our guys engaged and entertained

• Guys will be able to see the Life Khaki line up close, feel the hand and try on the pants

• Life Khaki coupons will be distributed to drive immediate sales to retailers near the Hideout location

• The hideout will appeal to guys key passion points.– Sports and Fitness– Technology and Gaming– Food and Beverage– Dressing for Any Occasion

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Example – Sports

Brand Ambassadors will capture consumers’ information upon entering the space and introduce them to Life Khaki

Sports will be shown on large screen TV’s and statistic tickers will run along a wall of the tent giving men up to the date scores, plays and standings.

A quiz style game test consumers’ football knowledge

iPad kiosks ensure guys are able to check in on their Fantasy Football teams.

A fun football challenge or putting green lets guest practice their skill and interact with a pro

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LK Hideouts

Event Date Market Mall

11/5 Chicago Woodfield Mall

11/12 Miami Aventura Mall

11/12 Orlando The Loop

11/19 Minneapolis Rosedale Mall

11/19 Philadelphia King of Prussia

12/3 San Francisco Stoneridge Mall

12/3 Dallas Stonebriar Mall

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D I G I TA LO N L I N E A D V E R T I S I N G

B E H A V I O R A L T A R G E T I N G

M O B I L E A D V E R T I S I N G

S O C I A L N E T W O R K S

B L O G P A R T N E R S H I P S

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S U M M A RY

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U S E R F L O W

Event, Offline Advertising, PR, WOM

Blog Partner Media

Life Khaki Microsite

Physical Retail Location

Haggar Social Media Property (Facebook, Twitter, etc.)

Retailer Website


Retailer Social Media Property (Facebook, Twitter, etc.)





Other Digital/Mobile Media (including co-branded email)




Retailer Website


Retailer Social Media Property (Facebook, Twitter, etc.)


lk - jcpenney marketing

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