#CMweekly: jcpenney jcp cares

Company: jcpenney
Cause: Community, Education, Hunger, Youth
Partners: USO, Share Our Strength, 4-H, Boys & Girls Clubs of America, Teach for America, Breast Cancer Research Foundation, Salvation Army, and Red Kettle
Website: http://www.jcp.com/jcpcares

Program of Action
Starting this month, jcpenney is pulling out all the stops and launching one of their largest cause marketing campaigns, jcp cares. Beginning in July until the end of the year, jcpenney will team up with different charities each month to help support and raise funds for their cause. July is dedicated to American troops, August and September will benefit education organizations, and November and December will support childhood hunger and youth causes.

This month, jcpenney will invite customers to round up their purchases to the nearest whole dollar and donate the difference to the featured charity. Along with round-up donations, jcpenney will make a $1 million donation to the USO for the month of July. In addition, for each customer that checks in to a jcpenney store via foursquare between July 23 and July 31, jcpenney will donate $1, up to $50,000, to USO.

Best Practices
jcpenney expands the campaign to multiple channels, platforms and components that accommodate a range of shoppers and supporters and drive engagement. To start off, jcpenney engages in-store shoppers and provides the cause marketing message during the time when the customer is most receptive, check-out. This approach raises awareness to a consumer who may not be a popular jcpenney shopper or someone who doesn’t have access to internet. Not to mention, ties well with the retail company’s work operations.

Secondly, for online shoppers and social media advocates, jcpenney integrates the campaign to multiple online channels that include social media and mobile platforms, social games, and digital communication. Each of the platforms make it easy, fun, and efficient for consumers to share stories, communicate, or pass along campaign details with others. Activating the campaign to all available media assets and channels will create a word-of-mouth effect and successfully make the campaign buzz-worthy.

jcpenney motivates consumers to participate through partnering with a broader and diverse range of charities. In doing so, the company continues to encourage consumers by keeping them informed with its commitments of donations made to each of the participating nonprofits, along with customer contributions.

Program Outcome
It is unknown how much has been raised for USO, the chosen nonprofit for the month of July. However, we applaud how prominent the cause messaging is in the campaign and encourage all to participate through in-store purchases or online platforms. Keep in mind, jcp cares will continue until the end of the year. We look forward to watching the campaign rise in the media and view results over the coming months.

Your CM Aficionado,


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