JCPenney, as we all know, has rebooted itself recently. Not all has gone well, but I like the path the company is on. I think it was those funny Ellen DeGeneres ads that won me over.
A nice touch to the company's goal of becoming "America's faviorite store," is its brand new cause marketing program, jcp cares.
The program kicked off on July 1st with a patriotic theme and with the USO as its partner. The USO serves troops and their families at USO Centers.
But that is just the start. Each month JCPenney will partner with a different charity. These are all well known charities, and their causes fit well with each month thematically and with instore promotions. For instance,
- August goes to 4-H and Boys & Girls Clubs of America. The emphasis on children works with the company's back-to-school promotions.
- September teams with Teach for America, which focuses on improving the education of children who are challenged by poverty.
- October pays tribute to breast cancer prevention and cure with a partnership with The Breast Cancer Research Foundation.
- November, naturally, is for Thanksgiving, and the company will support Share Our Strength, a charity devoted to ending childhood hunger.
- December finds jcp cares working with The Salvation Army and its iconic Red Kettle campaign, which provides meals, clothing, toys, and basic necessities to needy families.
I particularly like jcp cares because it is realistic and easy. Although there are plenty of digital components such as the dedicated website, a Facebook campaign, a social game and a Foursquare checkin option, I suspect most contributions will be right at the checkout when customers choose to round-up their purchases to make a donation to that month's charity.
Will the campaign help get shoppers into the stores? Research has shown that American consumers generally like cause marketing campaigns and linking their shopping to causes.
But do they go out of their way to deliver their business to companies that provide those opportunities? As consumers, I think we are all more focused on price and convenience. But, if a donation opportunity pops up as we pursue those things, we usually opt in. That's why I think the round-up feature of jcp cares is the best part of the campaign.
- 3 Ways to Promote Your Cause Marketing Program
- Cause Marketing for Dummies - a Review
- Five Best Cause Marketing Programs for Local Nonprofits
- Cause Marketing Speaks Loudest to Moms and Millennials
- Cause Marketing Halo Effect Not Just for Corporate Partners
- Cause-Related Marketing: What You Need to Know
Image courtesy of JCPenny