The “First Gift” was used to kick off JCPenney’s holiday campaign and generate buzz for the holiday season. The promotion was also used to increase awareness of JCPenney’s cause related marketing among the national audience and position JCPenney as a family advocate and caring member of the community. The key media idea behind “First Gift” was to kick off JCPenney’s holiday campaign and position JCPenney as a family advocate and caring member of the community. To do this in an entertaining fashion the media team collaborated with CBS to create a national public relations event the week of Thanksgiving. The event included three key elements: Teaser Billboards, Unveiling the Event and a follow-up interview.The teaser billboards aired Monday, November 19 through Thursday, November 22. CBS aired JCPenney’s animated :10 billboard during the Early Show. The media team was able to have the weatherperson, Mark McEwen, read teaser copy “Today’s weather brought to you by JCPenney, delivering the First Gift to the Nation”. These billboards built anticipation for the First Gift event. What is “First Gift?”On Thursday, November 22 during the telecast of the All-American Thanksgiving Day Parade, “First Gift” was unveiled. The unveiling was a culmination of billboards and teaser segments earlier in the week. During the parade, JCPenney publicly announced a special financial commitment to the Afterschool program. Ten children wearing Afterschool sweatshirts surrounded Ed Solczak, JCPenney Afterschool program Director and the “First Gift.” After a brief introduction, it was unveiled that the JCPenney Afterschool program was providing financial support to the Program which contributes to afterschool programs provided by Afterschool Alliance, Boys & Girls Clubs of America, YMCA of the USA and 4-H. The next day on the Early Show there was a follow up interview with Ed Solczak and Judy Samelson, spokesperson from the Afterschool Alliance. The interview focused on the importance of the Afterschool program and JCPenney’s commitment to the program. An on-screen graphic directing viewers to a website to learn more about JCPenney Afterschool and the programs it supports supported the interview.Using a three-element approach for the event the “First Gift to the Nation” resulted in reaching approximately 8.5 million women 18-49, JCPenney’s key demographic. The media support of the “First Gift” promotion was valued at $425,300 while costing the client no additional media dollars. The media team (buyers, planners, and event marketers) was challenged by the client to conceive of an integrated solution that would generate national exposure for JCPenney’s cause related marketing program. Rather than sponsoring a generic promotion, the media team was pro-active and developed a customized event specific to JCPenney’s already established Afterschool program. The media team approached the major networks with the idea that became “First Gift to the Nation “. The media team leveraged JCPenney upfront dollars during negotiations to deliver results. The team then worked with the various Afterschool partners (YMCA, Boys & Girls Clubs of America, Afterschool Alliance, and 4-H) to help execute the event. This submission is special because it shows the mixture of promotion and community improvement is possible. JCPenney’s ongoing commitment to Afterschool and its support of four nationally known programs add credibility to the event. While the “First Gift” was used as media support for JCPenney marketing, it was able to bring the idea and importance of afterschool programs to millions of people across the country. The Holiday (November/December) period represents approximately 20% of annual sales revenue. The JCPenney “First Gift” event was created and executed to position JCPenney at the forefront of gift giving. The holiday campaign positioned JCPenney as the gift headquarters for everything on “her” shopping list. The media team was able to create an event during an essential time period by capitalizing on JCPenney’s media expenditure, all at no incremental media costs.

The media team (buyers, planners, and event marketers) was challenged by the client to conceive of an integrated solution that would generate national exposure for JCPenney’s cause related marketing program. Rather than sponsoring a generic promotion, the media team was pro-active and developed a customized event specific to JCPenney’s already established Afterschool program. The media team approached the major networks with the idea that became “First Gift to the Nation “. The media team leveraged JCPenney upfront dollars during negotiations to deliver results. The team then worked with the various Afterschool partners (YMCA, Boys & Girls Clubs of America, Afterschool Alliance, and 4-H) to help execute the event.