You might try this add-in: https://community.jmp.com/t5/JMP-Add-Ins/Geocoding-Place-Names/ta-p/22423. I've had good success with it.
The correct formula would be
if(city=“city name” then = 26);
This will result in a displayed value of 26° E
If the value is negative it will display as 26° W
Lattitude values work the same, with positive values being N and negative being S.
Lattitude and Logitude values are stored as numerics in JMP and typically displayed with a format that changes the displayed value, not the actual value.