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jcpenney Demonstrates the Power of a Penny to Support Local Youth

JCPENNEY DEMONSTRATES THE POWER OF A PENNY TO SUPPORT LOCAL YOUTH

Company Launches “pennies from heaven” to Inspire Donations for Afterschool

Cause Marketing Campaign Debuts with Innovative Digital Experience and Backing from Design Partners Mary-Kate Olsen and Ashley Olsen

PLANO, Texas (July 20, 2011) /PRNewswire/ —

“Compelling national research reveals that one in four students in America is unsupervised between 3 p.m. and 6 p.m. each day. This represents more than 15 million kids who could benefit from the academic and social development opportunities that afterschool programs provide,” said Mike Theilmann, group executive vice president for J. C. Penney Company, Inc. and chairman of jcpenney afterschool. “With communities facing severe cuts in education and school resources, there’s never been a more important time to raise awareness of the afterschool issue and get our customers involved in helping to narrow the education gap.”

Marketing that Inspires Change

As the largest cause marketing initiative jcpenney has ever launched, pennies from heaven will have a prominent role in the Company’s overall back-to-school promotions. Created in collaboration with Momentum Worldwide, Saatchi & Saatchi New York and 360i, pennies from heaven leverages multiple touch points to engage the hearts and minds of American consumers. National and Hispanic advertising, which utilizes broadcast, print and online media, showcases youth in afterschool programs through themed ads representing “pennies for art,” “pennies for science” and “pennies for music” -- demonstrating the power of a penny to create new opportunities for learning. Promotions for pennies from heaven will run as an integral component to jcpenney’s Back-to-School “Daydreamer” campaign, which features dream-inspired doodles to reveal kids’ inner aspirations -- reinforcing the notion that through a collective call to action, jcpenney and its supporters can help shape the future for millions of America’s youth.

Purse for a Cause

Olsenboye designers Mary-Kate Olsen and Ashley Olsen are lending their support to the initiative by releasing a limited edition change purse available exclusively at jcpenney. Each purse will sell for $9.99 and 100 percent of the sale proceeds will be donated to the pennies from heaven campaign. “Every child should have the opportunity to be part of a positive and nurturing environment after school,” said Ashley Olsen. “Through the purchase of an Olsenboye change purse, customers can help support afterschool programs and impact a child’s life,” added Mary-Kate Olsen.

Generating Virtual Pennies for Real Donations

Prior to the official launch in stores, customers will be able to collect virtual pennies as part of a fun, interactive experience on jcp.com/pennies. This new microsite serves as a personalized social hub for supporters to learn more about the issue and get involved through various online activities that trigger a donation to afterschool programs. Once users collectively generate 100 million virtual pennies, jcpenney will donate $1 million to the afterschool cause. Elements of the pennies from heaven online challenge include:

sending a “lucky penny” to friends on Facebook using a customized application;
watching the pennies from heaven commercial video;
downloading the pennies from heaven ringtone;
liking jcpenney on Facebook or following jcpenney on Twitter and;
checking into a jcpenney store on Foursquare.

About jcpenney’s commitment to afterschool

As the leading corporate advocate for the afterschool issue, jcpenney partners with leading afterschool organizations to make life-enriching afterschool programs accessible for working families. Through its legacy of supporting youth and charitable organizations such as the Boys & Girls Clubs of America, the Y, National 4-H, United Way and FIRSTâ Robotics, jcpenney formalized its commitment to the afterschool cause by establishing the jcpenney afterschool fund, a 501(c)(3) non-profit organization. Since its inception, more than $100 million has been distributed to afterschool programs across every jcpenney community thereby making it possible for more kids to spread their wings. For more information, visit www.jcp.com/pennies.

About J. C. Penney Company, Inc.

J. C. Penney Company, Inc., one of America's leading retailers, operates over 1,100 jcpenney department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com. Serving more than half of America’s families each year, the jcpenney brand offers a wide array of private, exclusive and national brands which reflect the Company’s vision to be America’s shopping destination for discovering great styles at compelling prices. Traded as “JCP” on the New York Stock Exchange, the $17.8 billion retailer is transforming its organization to support its Long Range Plan strategies to build a sustainable, profitable enterprise that serves its customers, engages its associates and rewards its shareholders. For more information visit, www.jcpenney.net.

J. C. Penney Company, Inc. (NYSE: JCP) today announced that it is launching an inspiring new philanthropic initiative that invites customers in over 1,100 stores to turn small change into “pennies from heaven” by rounding up their purchases and donating the difference to life-enriching afterschool programs. For more than a decade, jcpenney has been the leading corporate advocate for the afterschool issue by distributing more than $100 million across every jcpenney community. To bolster support for the afterschool movement, jcpenney will unveil its most extensive cause marketing campaign to date. Serving as the Company’s signature cause-related event, pennies from heaven will be held four times a year starting July 31 through Aug. 27 during the Back-to-School season.

jcpenney Sponsors 500 FIRST Robotics Teams Nationwide

jcpenney Sponsors 500 FIRST Robotics Teams Nationwide

Corporate Sponsorship Expands to More Communities Generating Greater Participation Among High School Students

PLANO, Texas (Feb. 10, 2011) – As the leading corporate advocate for positive afterschool programs, jcpenney is increasing its support of FIRST® (For Inspiration and Recognition of Science and Technology) by sponsoring 500 high school teams nationwide as they compete in FIRST robotics competitions this spring.

FIRST is a charitable organization whose mission is to inspire students, schools and communities to appreciate and celebrate the limitless potential of science and technology. Through fast-paced, high-energy, “March Madness” style robotics competitions, FIRST is a growing varsity Sport for the Mind? that immerses students in STEM (science, technology, engineering and math) education through competitions to design, build and program robots using engineering principles and a sports model of competition and teamwork.

“FIRST is an extracurricular activity that aligns with jcpenney’s philanthropic mission of supporting youth development by building positive learning opportunities during the after school hours,” said Myron E. (Mike) Ullman, III, chairman and chief executive officer of jcpenney. “Growing our sponsorship support from 64 teams last year to 500 teams this year represents a significant increase in the number of students who will experience, first-hand, the educational and social benefits provided through FIRST, which will ultimately impact the success of our country’s future workforce.”

jcpenney’s sponsorship of 500 FIRST teams across the country reflects the Company’s progressive goal to bring FIRST to over 1,100 jcpenney communities by providing the sponsorship needed to establish rookie teams and increase participation among minority and female students.

“FIRST is about giving all kids the opportunity to realize their full potential as scientists, inventors or entrepreneurs. jcpenney understands the profound influence FIRST participation has on students’ education and career choices.” said Dean Kamen, FIRST Founder. “Their unwavering commitment to sponsor 500 teams this season has nearly doubled the number of new FIRST Robotic Competition (FRC?) teams in the U.S. As our largest supporter of rookie teams, jcpenney understands that increasing its support to more communities is critical to expanding the reach of FIRST and positively impacting the lives of thousands of students.”

On Jan. 8, teams received this season’s challenge, LOGO MOTION?, along with a kit of parts made up of motors, batteries, a control system, a PC and a mix of automation components – but no instructions. Working with coaches and professional mentors, students have six weeks to build a robot that can maneuver a field flanked by poles while earning points by hanging as many logo pieces on each pole as possible. Bonus points will be awarded for each robot that can hang and assemble pieces to form the FIRST logo as well as deploy a “mini-bot” to climb vertical poles positioned within the middle of the field. The challenge not only measures the effectiveness of each robot but also the successful collaboration and Gracious Professionalism™ demonstrated by the team alliances.

Each sponsored team is linked to a local jcpenney store or distribution center to offer support and assistance as students prepare for their state, regional or district competitions – which are free and open to the public. By leveraging its national presence and local community involvement, jcpenney plans to sponsor over 1,100 FIRST teams – located in large metropolitan areas to small rural towns -- to help boost STEM education and inspire a new generation leading the world’s innovation.

About jcpenney’s Commitment to Afterschool
As a leading corporate advocate for the afterschool issue, jcpenney works with afterschool organizations to increase the accessibility and affordability of afterschool programs across the country. Through its legacy of supporting youth and charitable organizations such as the Boys & Girls Clubs of America, The Y, National 4-H, United Way and FIRST, jcpenney formalized its commitment to the afterschool issue by establishing the jcpenney Afterschool Fund, a 501(c)(3) non-profit organization. Since its inception, more than $100 million has been distributed to afterschool programs across every jcpenney community thereby making it possible for more children to participate in life-enriching programs that inspire them to be smart, strong and socially responsible. For more information, visit www.jcpenneyafterschool.org.

About FIRST
Accomplished inventor Dean Kamen founded FIRST® (For Inspiration and Recognition of Science and Technology) in 1989 to inspire an appreciation of science and technology in young people. Based in Manchester, N.H., FIRST designs accessible, innovative programs to build self-confidence, knowledge, and life skills while motivating young people to pursue opportunities in science, technology, and engineering. With support from three out of every five Fortune 500 companies and nearly $14 million in college scholarships, the not-for-profit organization hosts the FIRST Robotics Competition (FRC®) and FIRST Tech Challenge (FTC®) for high-school students, the FIRST LEGO® League (FLL®) for children 9-14 years old (9 to 16 years old outside the U.S. and Canada), and the Junior FIRST LEGO® League (Jr. FLL?) for 6 to 9 year-olds. Gracious Professionalism? is a way of doing things that encourages high-quality work, emphasizes the value of others, and respects individuals and the community. To learn more about FIRST, go to www.usfirst.org.

jcpenney Media Contact:
Daphne Avila; 972-431-3400; jcpcorpcomm@jcpenney.com

FIRST Media Contact:
Dennis Garrigan; 603-666-3906 x454; dgarrigan@usfirst.org

jcpenney Reaches $100 Million Milestone in Afterschool Support

jcpenney Reaches $100 Million Milestone in Afterschool Support

JCP Facebook Fans Decide on the Next $1 Million Giveaway

PLANO, Texas (Sept. 22, 2010) – In celebration of the Company’s commitment to the afterschool cause, which has reached more than $100 million in support since 1999, J. C. Penney Company, Inc. (NYSE: JCP) has launched an engaging Facebook campaign that invites jcpenney fans to “Care. Share. Win!” by deciding who and which organizations will receive the next $1 million in scholarships and grants provided by its signature charity, jcpenney Afterschool.

“This $100 million milestone is significant because it represents the afterschool opportunities we made possible in every jcpenney community over the past decade,” said Mike Theilmann, group executive vice president for jcpenney and chairman of the jcpenney Afterschool Fund. “It is only fitting that we use this occasion to celebrate and recognize our community champions, including our afterschool partners whose programs inspire kids to be smart, strong and socially responsible.”

Through two online voting initiatives, a total of $500,000 will be distributed to four national afterschool organizations: Boys & Girls Clubs of America, The Y, National 4-H and FIRST (For Inspiration and Recognition of Science and Technology). The winning afterschool organization with the most votes after four weeks will receive $250,000, second place $150,000, third place $75,000 and fourth place $25,000.

Simultaneously, the campaign will honor youth volunteers across the country by awarding $500,000 in scholarships and grants. Students (ages 13-18) who share their personal stories of how they are donating their time to effect change in their communities are eligible to win one of 50 college scholarships and a grant for their favorite charity. The top 50 teens chosen for their volunteer service projects will each receive a $3,000 college scholarship and a $3,000 grant benefitting their charitable organization. From those 50 entries, three projects will be selected and posted on Facebook starting Oct. 8 for fans to view and vote for the ultimate grand prize winner. The student whose essay receives the most votes will win an additional $50,000 college scholarship and a $50,000 charity donation. Second place receives a $30,000 scholarship and $30,000 charity donation and third place earns a $20,000 scholarship and $20,000 charity donation. The deadline for submitting a 250-word essay and photo is Oct. 3.

The Care. Share. Win! campaign premieres on www.facebook.com/jcpenney with the student and organization winners to be announced on Oct. 21 in conjunction with Lights On Afterschool, a nationally recognized day that generates awareness for the importance of afterschool programs, which propel kids to achieve their full potential in life.

jcpenney’s commitment to the afterschool cause is a reflection of the Company’s support of youth development and community involvement based on a social responsibility platform known as JCPcares. Ladies’ Home Journal recently honored jcpenney with its “Do Good” stamp, which recognizes companies and brands that are committed to giving back to the community. For detailed information regarding JCPcares initiatives, visit www.jcpenney.net. To see official rules for Care. Share. Win!, visit the JCPcares tab on www.facebook.com/jcpenney for contest information and prizing details.

About jcpenney
jcpenney is one of America's leading retailers, operating 1,107 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com, and the nation's largest general merchandise catalog business. Through these integrated channels, jcpenney offers a wide array of national, private and exclusive brands which reflect the Company's commitment to providing customers with style and quality at a compelling price. Traded as "JCP" on the New York Stock Exchange, the Company posted revenue of $17.6 billion in 2009 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is jcpenney's "Every Day Matters" brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company's approximately 150,000 Associates to offer encouragement, provide ideas and inspire customers every time they shop with jcpenney. For more information visit www.jcpenney.net
About jcpenney’s Commitment to Afterschool
As a leading corporate advocate for the afterschool issue, jcpenney works with afterschool organizations to increase the accessibility and affordability of afterschool programs across the country. Through its legacy of supporting youth and charitable organizations such as the Boys & Girls Clubs of America, The Y, National 4-H, United Way and FIRST, jcpenney formalized its commitment to the afterschool issue by establishing the jcpenney Afterschool Fund, a 501(c)(3) non-profit organization. Since its inception, more than $100 million has been distributed to afterschool programs across every jcpenney community thereby making it possible for more children to participate in life-enriching programs that inspire them to be smart, strong and socially responsible. For more information, visit www.jcpenneyafterschool.org.

jcpenney Corporate Communications:
Daphne Avila; 972-431-3400; jcpcorpcomm@jcpenney.com