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JCPenney marries mobile, social in new 360-degree marketing campaign

July 3, 2012

JCPenney is using a variety of mediums including mobile, social and digital to increase awareness for its charitable giving program.

Through the program, consumers can join the retailer’s commitment to help build stronger communities. JCPenney is going full force with the campaign and incorporating different channels to drive engagement.

“Through JCP cares, JCPenney will support a new cause each month by inviting customers to round up their purchases to the nearest whole dollar and donate the difference to our featured charity partner,” said Kate Coultas, a spokeswoman for JCPenney.

“As we focus on becoming America’s favorite store — and a store for all Americans — we are supporting a broader, more diverse range of charities,” she said.

“In the past, we focused primarily on the afterschool cause but with the launch of JCP cares, we’ve now expanded our charitable giving to a variety of charities including the USO, 4-H, Boys & Girls Club, Teach for America, The Breast Cancer Research Foundation, Share Our Strength and The Salvation Army.”

Charitable advances
Through the new JCPenney campaign, the company will support a new cause each month.

Consumers will be invited to round-up their purchases to the nearest whole dollar and donate the difference to JCPenney’s featured charity partner.

The retailer will first kick-off its support of the United Service organization.

In addition to consumer donations, JCPenney will also be making a $1 million donation to the USO.

JCPenney will also donate $1 – up to $50,000 – to the USO for each customer that checks in to a JCPenney store via foursquare from July 23 through July 31.

Raising awareness
Other charitable partners include the Boys & Girls Clubs of America, Teach for America, the Breast Cancer Research Foundation, Share Our Strength and The Salvation Army.

A mobile initiative such as this is great because it not only incorporates mobile, but social, digital and in-store as well.

By using different channels, JCPenney is able to reach a much broader audience.

“Our JCP cares mobile initiatives are part of a robust, integrated marketing campaign to support the JCP cares program that also includes digital, social, in-store and direct mail and email components,” Ms. Coultas said.

“We will send out a text message to our customers at the beginning of each month, letting them know who our charity partner is for the month and reminding them to round-up their purchases at JCPenney,” she said.

Final Take

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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