Jones New York dresses up 'Empower' initiative for 2011

Jones New York is boosting its Empower Your Confidence campaign by adding real women and a more digitally skewed integrated tack.

Company: Jones New York
Campaign: Empower Your Confidence
Agency mix: AR Media (print creative), HL Group (PR and lead agency), MPG (media planning)
In-house team: Stacy Lastrina, CMO; Amy Rapawy, SVP, marketing; Shirley Imig, senior director, events; Jolene Zupnik, senior manager, marketing; Stephanie McInerney, assistant manager, marketing; Alexandra Gootkin, assistant manager, events

Jones New York is boosting its Empower Your Confidence campaign, which began in 2010, by adding real women and a more digitally skewed integrated tack, says CMO Stacy Lastrina.

In the effort's second phase, the team will continue to communicate a message about the relevance of dressing women for success. New spring creative, announced in March, features five prominent career women in their respective workplaces, a first for the brand. Dee Dee Myers, former White House press secretary and the first woman to hold the role, will continue to be a brand ambassador.

This new phase reflects a blurring of the lines between marketing disciplines such as traditional PR, advertising, and digital, not only in execution, but also in budget allocation. Lastrina says she updated the budget format to show a breakdown by projects and goals rather than discipline.

"Everything in marketing has be- come more earned versus placed," she notes. "Four years ago, 90% of our focus was in traditional media. Today, it's 50%. It's so integrated, it's becoming seamless for us."

New elements substantiate this integration and an increased focus on style and product. The campaign highlights a number of ways to wear items such as a white blouse on and in stores. To further promote the effort, Lloyd Boston, the company's style expert, is hosting a six-market tour this spring to help women craft their wardrobes. A fall effort will follow promoting a new line of shoes and layering with the "Broadway" blazer.

Continuing from phase one, the team remains active with the Jones New York Empowerment Fund. It also updated the "Little Black Book of Career Advice," an online tool that touts shareable content from influential women, with a user-generated capability.

The effort's initial success and relevance is associated with a 25% increase in budget against the on-going effort as well as "a return to career dressing," says Lastrina.

"You see Sonia Sotomayor as a Supreme Court Justice; female CEOs; and more women graduating from college than men, for the first time," she adds. "When it comes to telling a story in a fresh way, there's no better time."

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