See Yourself
Table of Contents Executive Summary................................................................................. 2 Research................................................................................................... 3 Internal Analysis....................................................................................... 4 Industry Analysis..................................................................................... 5 Competitive Analysis............................................................................... 6 Key Research Findings............................................................................ 7 Target........................................................................................................ 8 Branding................................................................................................... 9 Strategy................................................................................................... 10 Creative Strategy.................................................................................... 11 Print......................................................................................................... 12 Video........................................................................................................ 13 Promotions & Event Strategy................................................................ 17 Sponsorships & Public Relations......................................................... 20 Digital Strategy....................................................................................... 21 Digital & Dual Function Mobile App..................................................... 23 Media Overview...................................................................................... 24 Media Budget.......................................................................................... 26 Evaluation............................................................................................... 27 Works Cited............................................................................................ 29 Thank you............................................................................................... 30
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Executive Summary Fifty years ago, Mary Kay Ash set out to change the way women viewed their potential. She wanted each woman to believe they were capable of making a difference in the world by staying true to their vision and purpose, maintaining honesty, and taking time to make others feel special. Today, Mary Kay Ash’s unwavering commitment to her vision of enriching women’s lives around the world, has resulted in Mary Kay Inc. becoming a global leader in skin care, cosmetics and entrepreneurship. The company has many loyal users, but it has yet to reach its potential in capturing the attention of Millennial women. Currently, there is disconnect between Mary Kay and the target’s understanding of the brand. This is due to the oversaturation of messaging in the cosmetic and skincare industries, and the target’s misconception that Mary Kay is a brand for only their mothers and grandmothers. We spent the past five months ethnographically immersed in the Mary Kay culture in order to understand how to effectively connect Millennial women with the brand. This allowed us to map the customer journey, and create a strategy to show that women can achieve their personal goals through hard work and the support of their community.
Our research revealed the target is groupfocused, going beyond communicating offline to create online cliques that digitally collaborate, create, and share. They are constantly searching for ways to bridge the gap between who they are right now and who they desire to become. In addition, the target is highly influential, openly broadcasting their loyalty to the brands that demonstrate a true understanding of them, their values, and their aspirations. The segments that present the best opportunity for Mary Kay are made up of close to 50% of the 15 million women in the Millennial demographic. Our strategy to connect with them utilizes the one accessory present for all skincare and cosmetic applications: the mirror. Our Mirror Strategy provides the framework for potential consumers and consultants to see Mary Kay in themselves. Each execution will contextually connect the target with Mary Kay through examples of shared values, aspirations, and dreams, ending with the call to See Yourself. The points of intersection serve to establish Mary Kay as an aspirational brand, relevant to the lives of Millennial women. It speaks to the potential for these women to eventually become their ideal selves through Mary Kay, starting with the first step of being able to See Yourself.
Research
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Objectives & Methodology McMahon & Tate conducted primary and secondary research to further understand the mindsets of Mary Kay and female Millennials.
Overview: Objectives:
Examine the associations the target has with Mary Kay Identify whether or not a shared mindset exists amongst members of the target who purchase Mary Kay products Determine whether or not a shared mindset exists amongst Mary Kay Independent Beauty Consultants Analyze market trends in messaging towards the target Observe how the target self-identifies and what inspires, drives and motivates them Explore the associations that the target has with self-confidence, personal growth, and success
From September 2013 through March 2014, we conducted extensive primary and secondary research studies to meet our objectives. To provide the insight necessary to create the framework for our campaign strategy and executions, we immersed outselves in the shared culture and experience of the Northeast region of Mary Kay: Destiny.
Primary 141
interactive surveys across 17 states, Puerto Rico and Washington DC
25
viewed Mary Kay cosmetic and skincare consultations
7
focus groups with members of the target demographic
15
in-depth interviews with female Millennials with no ties or vested interest in Mary Kay
7
2
Secondary 100
examined pieces of user generated content relating to Mary Kay and sentiments about the brand
50
different marketing materials were analyzed either created by Mary Kay, organizations in parallel industries, or their competitors in the cosmetic and skincare industries
6
studies analyzed on Millennial behaviors, motivations, and segmentations
in-depth interviews with members of the target who identified as Mary Kay loyalists interviews with Mary Kay National Sales Director, as well as with 3 Mary Kay Sales Directors and 4 Mary Kay Independent Beauty Consultants
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Internal Analysis Founded in 1963 with little more than $5,000, Beauty by Mary Kay storefront in Addison, Texas was the beginning for what would become one of the most successful direct selling companies in the world. Utilizing her 25 years of experience in direct selling, Mary Kay Ash created a company that could provide women with open ended potential to achieve personal and financial
success. From the beginning, Mary Kay Inc. has been guided by four principles - adherence to the Golden Rule, possessing a go-give spirit, making everyone feel important, and placing faith first, family second and career third. These principles guided the creation of a professional community that had a clear vested interest in supporting those that were a part of it.
Strengths 200+
#6
#2
#9
#12
3m
$3b
premium products
skincare
beauty products & personal care
color
fragrance
Independent Beauty Consultants
in revenue for 2013
Opportunities Make product offerings and IBC opportunities relevant to Millennial women
Create messaging to specifically target the 18-25 year old demographic
Improve online presence of the brand to engage with the target
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Industry Analysis Today, the value of the skincare and cosmetic industry in the United States is more than $97.89 billion, with 26% of the market share being driven by four global brands: Neutrogena, Aveeno, Roc, and Clean & Clear. As reported by Investor’s Business Daily, which tracks 197 different industries, the beauty and personal care industry reported 32% collective growth, making it one of 30 industries with the best gains in 2012. Because of this, consumer habits and opinions towards the industry are extremely valuable to track and understand. Breaking the industry down by subcategories, we can see where the sales are specifically going.
Cosmetic and Skin Care Industry Breakdown
27%
20%
Skin Care Hair Care Fragrance
23%
20% 10%
Personal Care Cosmetics
Key Issues
The target feels like they “speed date” with cosmetic products. They often have minimal brand loyalty and instead find themselves jumping from product to product based on convenience, price or accessibility.
Due to rising costs in other areas of their lives, like healthcare, cosmetic and skincare purchases can often fall to a lower level of priority, unless the consumer has a strong connection with a brand.
Our target is highly involved with online media, with 56% sharing product recommendations through social media, 35% doing it at least once a month, and 44% using social networks to “window shop” for products they want to buy.
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Competitive Analysis Through our research, McMahon & Tate determined that focusing on other direct selling, cosmetic, or skin care companies would not inform our understanding of how to direct our campaign.
type of beauty is the right type or somehow inferior. Because of societal pressures and influences, women often focus on beauty as being all important, becoming the currency they are forced to value themselves in.
Although competitors attempt to inspire women through their messages, they are often executed in a way which sets a standard that does not include all types of beauty. In some cases, they contain an aspect of shaming, implying that one
Mary Kay is a completely unique cosmetic and skincare company, offering women something more to value themselves in than beauty. Mary Kay is different because they want to change the way that women see themselves.
Perceptions of Mary Kay 21% of those surveyed associated Mary Kay with their mothers and grandmothers
Key Research Findings
84% had never experienced a consultation with an IBC, and 65% do not know anyone who is an IBC
60% had tried Mary Kay before, and felt positively it
15% of those surveyed expressed reservation with Mary Kay’s reputation or business model
40% of those surveyed, who haven’t used Mary Kay products, said they aren’t likely to ever try the products due to preconceived notions about the lack of credibility and youthfulness of the brand
Self-Identification • Going through various transitions in their lives and deciding where they want to go and who they want to be • Feel they are being pulled in different directions by familial, professional, and personal demands • Focused on some sort of career, in the professional world and at home, and are looking to the future • Rely heavily on their community, drawing much of their happiness from being surrounded by large, and/or small, groups of friend, families, or colleagues
Cracking the Code • Brands are increasingly becoming symbols of ‘beliefs’ not just status or lifestyle. Millennials want brands that exhibit higher purpose supported by cause-driven marketing efforts • Value relationships and seek out brands that allow them to connect with each other and include them in the conversation • Place importance on inspirational messages and the • opportunity to voice their opinions
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Target There are over 15 million women in the United States between the ages of 18 and 25. These Millennial women are at a stage where transitions take place every day, across all facets of their lives: personal, professional, educational, and familial. These women at a point where they are acutely aware of who they are and are also
1. Millennial Moms love to give advice, learning and sharing their findings. They are twice as likely to be single, but just as likely to be the major income provider. Millennials Moms are very sensitive to brand messages that refer to them as either homemakers, or full-time employees, as many play both roles.
actively engaged in understanding the options and actions necessary to transform into who they desire to become. The two subgroups whose values and ideals match most closely to those of Mary Kay are Millennial Moms, 22% (3.3 million) and Socially Conscious Millennials, 29% (4.35 million).
2. Socially Conscious Millennials believe they can make a difference and want their brands to share the same beliefs and values. They are well connected, well-networked and have strong influence over each other.
McMahon & Tate determined that within these two subsets, there is a distinct segment that would be most receptive to Mary Kay’s messaging. These women come from all walks of life, and have an idea of who they are and who they want to become, but aren’t completely sure how to bridge the gap between the two. At their age, self-definition and self-identity are still being addressed, and are searching for control and independence in this unsure stage. They are realistic and grounded, thriving on social interactions both on and offline. Although they seem secure and are willing to take risks, these women want more, but need something to push them forward to the next step. They believe that work and life should be purposeful, and have taken success and redefined it to fit their own unique needs. We call these women Connected Explorers.
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Branding State of Brand While Mary Kay enjoyed its most successful year to date, our research revealed the biggest obstacle facing Mary Kay in capturing the 18-25 year old market is inconsistent brand perceptions held by Connected Explorers.
Desired
Current
Low Often doesn’t have significant exposure to the brand
Negative
Older
Unrelatable
Regards brand with suspicion due to widely publicized stories of negative experiences
Believes the brand possesses an old clientele. Most know it from older relatives
View MK @Play marketing collateral and packaging as too young
High
Positive
Young
Empowering
Develop higher awareness by bridging the gap
Hold a positive assocation with the brand
Regard Mary Kay as relevant and youthful
Feel the brand addresses their needs as a vehicle to achieve dreams and establish strong values
Awareness Bridging the Gap
Experience
Age
Magnify and align the core values and offerings of the brand with those of the target Inventory the circumstances, pressures and anxieties that create the gap between the Connected Explorers current self and desired self Reframe the brand to serve as a bridge between the actual and ideal selves by emphasizing the specific benefits of the brand’s offerings Provide the platform to allow the target to demand the change in their lives with the support of Mary Kay
Mindset
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Strategy In order to successfully capture the minds of Connected Explorers, it is essential to present a brand that possesses an intimate understanding of their dreams, passions, and values. This increases initial awareness, but to get the target to act, they have to believe in that aspirational change that this potential relationship can create.
Short term goals Increase awareness generating opportunities strategically designed to improve the perceptions and purchase considerations
Long term goals Increase the Connected Explorers customers base and Independent Beauty Consultant segment by 5%
McMahon & Tate feels the success of aligning Mary Kay with Connected Explorers is dependant on removing misconceptions by magnifying the brand’s core mindset and values. We have developed a strategic approach that utilizes the one accessory necessary for all skincare and cosmetic applications: the mirror. The Mirror Strategy provides the framework for both potential consumers and consultants to see Mary Kay within themselves. The mirror is the gateway to empowerment, realizing one’s potential, and understanding that the pursuit of one’s dreams can allow others to realize theirs. The mirror’s reflection provides a modern representation of Mary Kay that resonates with Millennial women at various stages of life. The mirror imbues Connected Explorers with a sense of shared values and a clearer vision of the person they aspire to be.
Positioning: Mary Kay is Me Our research indicated there are two leading factors preventing Mary Kay from fully realizing its potential with Millennial women: the oversaturation of competitive messaging and a prevailing association of the brand with the target’s mothers and grandmothers. The Mirror
Strategy provides alignment with our target by generating awareness and repositioning Mary Kay as aspirational, youthful, and empowering. Each time the target uses Mary Kay products, she will see Mary Kay in herself - “Mary Kay is Me.”
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Creative Strategy
The big idea
See Yourself McMahon & Tate developed the tagline See Yourself to provide the opportunity for Connected Explorers to envision themselves as members of the Mary Kay community. The See Yourself campaign aims to capture how Connected Explorers will see Mary Kay as an aspirational brand, aligning with their values, and delivering more than just a great product experience. Mary Kay is a mindset and a lifestyle that allows Connected Explorers to fulfill their potential, make a difference in other women’s lives, and provide themselves with a vehicle to achieve their dreams, which will be uniquely reflected in each execution. We will achieve this through our creative mechanism: owning the mirror.
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“Unexpected Places”
There are countless times during the day when women see themselves fleetingly, whether it be in a building window, a pair of sunglasses, or a car door. These brief instances give a woman the opportunity to see herself, serving as a moment of introspection in her busy day. Our print ads show these
moments, encouraging women to embrace the reflections they typically just pass by. Each everyday “mirror” surface will feature a shiny, reflective overlay, which will create a unique experience for the consumer as she sees herself in the image.
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Video
Athem/Don’t Stop Seeing
The See Yourself campaign launches with a 60 second spot, in which Mary Kay encourages Connected Explorers to remember their younger self and regain that feeling of possibility they once had when envisioning their future. A young girl who is just beginning to imagine who she will become is heard asking Connected Explorers, “when did you stop envisioning who you could be?” As Connected Explorers are going through significant life transitions, the narration of a young girl asking these big questions will make a lasting impression through a sense of nostalgia and aspirational freedom.
(V.O.) When did you first start imagining who you could become? When did you start thinking about the possibilities? Do you remember when looking in the mirror wasn’t the self cirtique, and when flaws had no place in your reflection? Because all you knew, is that you were enough. Do you remember when empowerment meant choosing your own outfit every morning? When no one ever had to ask you to strike a pose. When you’d practice your own signature, because you knew how important you were. When your dreams weren’t just dreams - they were plans. Do you remember when your to-do lists went from “hope to’s” and “want to’s” and “supposed to’s”? When who you were and who you wanted to be were the same? When did you stop seeing the girl in the mirror who never questioned herself? We say, don’t stop. Let your heart remember that you’re still looking through the same eyes. Don’t stop picturing your future you. Don’t stop seeing everything you have yet to try, experience, and accomplish. Don’t stop. DISSOLVE TO: Mary Kay. See yourself. www.marykay.com
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Video
See Yourself
We follow the athem piece with 30 second online videos that extend the See Yourself message to both potential consumers and IBCS. These spots show personal and intimate scenarios that provide a sense of self-reflection and empowerment.
(FADE IN) (DISSOLVE INTO MONTAGE) (V.O) Hey it’s your IBC Evona!
(V.O.) Hey, I was just thinking about our consultation earlier and I know you were a little hesitant to wear that dark crushed plum lip gloss that we talked about, but I think you should totally go for it, it looked really good on you.
(V.O.) And just imagine the effect it will have when he opens the door and sees you.
(V.O.) Don’t be nervous...
(V.O.) I’m sure you’ll have a great time.
(V.O.) And call me and let me know how it goes okay? Bye!
DISSOLVE TO: Mary Kay. See yourself. www.marykay.com
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Video
See Yourself
(FADE IN) (DISSOLVE INTO MONTAGE) (V.O) I’ve worked with a lot of brides getting ready for their wedding...
(V.O.) and what’s really fun is to be able to get to know them as they’re engaged...
(V.O.) and then as they go through the wedding and then you know a couple years down the road as they start to have kids...
(V.O.) help them to treat themselves, focus on them for a while.
(V.O.) I start to work more closely with my customers realize the power of helping a woman to see herself the way that other people see her and that’s really the power of what we’re able to do.
(V.O.) I’m Danielle Coughlan, future Executive Senior Cadillac Sales Director with Mary Kay. Are you ready to see yourself?
DISSOLVE TO: Mary Kay. See yourself. www.marykay.com
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Promotions & Event Strategy McMahon & Tate’s promotional and event executions extend the See Yourself campaign through the use of guerrilla tactics and interactive events. Each execution will be used to generate brand awareness, develop advocacy for the campaign, and gain support for the brand through non-traditional mediums.
Guerrilla Tactics What Do You See? #SeeYourself Decals Execution: Adhesive vinyl #SeeYourself decals, will be placed around major cities giving everyday surfaces the ability to be reflective and for women to see themselves. Objective: Mirroring our print campaign, these decals add significance to those fleeting moments of unexpected reflection. We want Connected Explorers to stop and take a second to acknowledge and self reflect, turning these everyday surfaces into meaningful moments.
Digital “Compliment Mirror” Pop Up Execution: The Compliment Mirror generates compliments to those who walk by through the use of movement detection software. The mirror captures and stores the interactions for the purpose of creating content with great viral capacity by developing a viral video. Objective: An important element of the Mary Kay experience is one that makes everyone feel important and beautiful. We bring this to life with the Compliment Mirror.
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Promotions & Events Strategy
Guerrilla Tactics
Wall Mirror “What Do You See?” Execution: Four 10 x 17 mirrors will be mounted on outdoor walls in populated city centers throughout the country. These mirrors will be engraved with the Mary Kay logo, the hashtag #SeeYourself, and the question “What do you see?” prompting viewers who walk by to stop, take a second to look, and consider what it is they really see in their own reflection. Those who wish to participate will write on the mirror with provided glass paint pens. Objective: These executions aim to increase brand awareness and to bring a new, fresh attitude about the brand values through the use of exciting, community driven conversations. User generated statements will support and encourage a sense of female empowerment. Those who choose to engage will begin a conversation that will lead to authentic content being posted and shared on social media, and therefore contribute to a stronger online brand presence.
Promotions & Event Strategy
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College Bus Tour
Execution: As an extension to the existing Mary Kay College Tour, McMahon & Tate aims to bring higher degrees of interactivity and brand engagement with the introduction of the Mary Kay Bus. The bus acts as a vehicle of promotion, with an eye catching exterior design and even more captivating interactive displays drawing in IBCs and Connected Explorers at each stop. The bus will have two tours, one in the Midwest and the other in the South. Our research shows that these particular regions have the highest popularation of Connected Explorers who already have some knowledge of the Mary Kay brand, but aren’t entirely familiar, or have not had full exposure to what it has to offer. The bus is the anchor where attendees are able to venture inside and explore Mary Kay and the campaign more in-depth. Makeover stations are essential to allow for product testing and trial. This gives Connected Explorers the ability to try different products and serves to develop brand exposure. IBCs will be able to roam freely and connect with the target, developing the chance for networking and allow for participants to better understand the Mary Kay selling model. Also included is the Pink Cadillac experience, which will be an impact piece showcasing the benefits of becoming an IBC. The aim is to offer a luxury item that will attract Connected Explorers to the company. Another key feature would be the slow motion photobooth that serves as an entertainment piece consisting of props, costumes, and a glitter shower. Connected Explorers have 30 seconds to develop a story utilizing what they are given; the record will be uploaded on social media. Objective: Capitalizing on the success of the Mary Kay college tour, this extension aims to build upon the existing model, but includes a more meaningful and engaging brand experience to allow attendees to fully immerse themselves behind the idea of See Yourself. It provides an opportunity for IBCs and Connected Explorers to network, for users to personally get to know what Mary Kay has to offer, and for people to have fun and get excited about the brand. The event will consist of a multitude of brand engagement activities that will not only educate but create an inviting, fun and memorable experience for Connected Explorers.
Experiences include: • • • • • • • • •
Mary Kay History/ Brand Piece (Bus) Compliment Mirror Pop Up Mirror/ Ad Display IBC Interaction Mary Kay Cityscape Mirror Slow motion Photobooth Makeover station Free Giveaway (raffle) Sorority giveaways
Promotions & Event Strategy Midwest See Yourself College Bus Tour
South See Yourself College Bus Tour
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College Bus Tour
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Sponsorships & Public Relations Youtube Sponsorships
Mary Kay will partner with four Youtube “Beauty Gurus� content creators who are within our target and have a significant following of over 950,000 viewers altogether. Videos will include product reviews, product placement and mentions, and giveaways. Not only are these videos a great way to expose the products to potential customers, but they also place the @Play line within the mind of the target as being trendy and relevant, further allowing Connected Explorers to see themselves with the brand.
College Sponsorship Essay Contest
Mary Kay will sponsor an essay contest targeted at high school women and Connected Explorers who are looking to go to college. The aim of this execution is to inspire young women to take initiative and get involved, speaking out on social concepts and issues facing women today. The winners will have their books paid for in entirety all four years of college, with the runner-ups receiving a selection
of specific products. The contest will be advertised on Facebook primarily, as well as Twitter, but also in high schools around the country, partnering with college counselors who would reach out to their students that might benefit from the contest prize offerings.
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Digital Strategy Through our research, McMahon & Tate determined digital strategy should focus on increasing interaction, content, and sentiment towards Mary Kay. We will change the way the brand presents itself online, to take advantage of the Connected Explorer’s technological habits. This strategy will allow the target to connect with Mary Kay and IBCs through a new mobile application, blog, and integrated social media; creating multiple levels of community-driven content.
Social Media Approach The See Yourself campaign moves online with the digital and social media strategy. Each platform will contain its own unique content while driving traffic through the other platforms and to the Mary Kay website. The platforms will also be used to support all creative executions, promotions, sponsorships, and events.
Search Engine Optimization Executions: Multiple cohesive keywords will be used within blog posts and in the website copy. Keywords include: direct selling makeup, personal makeup, independent beauty consultant, skin care consultant, skin care consult, makeup consultation, makeup consult Objective: Optimize Mary Kay’s website and Tumblr (marykayisme.tumblr.com) blog posts in order to most effectively drive traffic to these online platforms
Execution: Have greater interaction with followers using #SeeYourself to reward women for their successes and accomplishments while introducing #MaryKayCares, the new customer service hashtag
Execution: Event updates and details with the college tour, while posting stories and photos that correspond to Twitter hashtags
Objective: To increase engagement and conversation with content that connects users to the Mary Kay mindset
Objective: Encourage and generate advocacy for See Yourself, promote all events and sponsorships
Execution: Update @Play line to be more relevant to the target while asking women to post photos of themselves wearing the product and adding comments as to why they love it so much, literally putting faces to the brand
Execution: Update current boards and adding pins of quotes, outlines of the IBC experience, product portfolios, and MK parties
Objective: Create an alignment between target and brand
Objective: Showcase the shared lifestyle between Mary Kay and Connected Explorers, IBC journey and product portfolio through user generated content
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Digital Strategy
Social Media
Youtube Takeover
Tumblr
Execution: On International Women’s Day in March 2015, Mary Kay will launch a YouTube takeover featuring our “Don’t Stop Seeing” video execution and livestream makeovers happening across the nation
Execution: Weekly IBC story spotlighting on marykayisme.tumblr.com. The featured IBC will write a short entry about their experience with Mary Kay containing keywords to increase SEO
Objective: By having our Youtube takeover on this day, our campaign establishes a firm commitment to celebrating and empowering women
Objective: To share unique IBC stories, giving consumers insights into the Mary Kay community and what it has to offer
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Digital Strategy
Dual Function Mobile App
The new Mary Kay mobile app allows IBCs to connect to prospective targets, reinforcing a strong sense of community by providing outlets for consistent communication between all members of the Mary Kay network. The app also gives consumers more insight into the brand offerings and mindset. The application will include the existing makeover app as part of its design. It will be available on IOS, Windows, and Android devices.
General App Capabilities • Virtual catalog of Mary Kay products, virtual makeup bag, and interactive wish list • A featured quote and/or tip of the day will pop-up when the user opens the app • Access to the Tumblr blog and IBC experience • Ability to share content, photos, and purchases on social media • Success Journal: Users can record key moments and successes
Components of the IBC Interface • Personalized IBC accounts can be accessed • Interactive map that shows women who have expressed interest in Mary Kay • Appointment calendar, which includes reminders, to both the IBC and the customer • Customizable invitiations to parties/events via text or email
Components of the Consumer Interface • Allows consumers to search using their local zip code to find the nearest IBC, and provide them with a means of contacting them via text or email • Consumers can place products into their virtual makeup bag, and from there can access and order the selected products through their IBC’s website
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Media Overview
The See Yourself campaign uses an aggressive media strategy that guides our target from awareness to trial and lasting favorability.
Objectives • Intersect with target during important milestones • Place added emphasis on college tours and guerilla tactics interacting with Millennial women • Utilize promotions and non-traditional tactics to reach target when they are most willing and able to experience Mary Kay
Rationale To successfully engage with Mary Kay’s diverse target, we will focus on traditional, nontraditional, and promotional platforms. We will use traditional platforms to expose the target to Mary Kay in order to increase brand awareness and move the target through the customer journey. Nontraditional and promotional platforms interact closely with the target consumers to establish a personal relationship and create lasting favorability.
Overview of Buys Online: $1,989,008 Video: $1,389,008 YouTube Takeover: $600,000 Online media is dedicated to banner ads and YouTube takeovers. Banner ads will be placed on Hulu, Pandora, and Spotify. The YouTube brand takeover will take place on February 21st to launch the “See Yourself” campaign and also on March 8th, International Womens Day.
Social Media & Video: $1,500,000 The platforms used in our social media plan include: Facebook, Twitter, Youtube, Instagram, and Pinterest. Promoted posts, tweets, and videos will help expand Mary Kay’s audience as promoted posts can specifically target potential customers. More money will be allocated into promoting Youtube, Twitter, and Instagram as their audiences skew younger.
Print: $2,127,907 Print ads will appear in March, June, September of 2015, and January of 2016 in Cosmopolitan, Elle and Instyle. Each of these months were chosen based on their importance to women. March will feature a ‘Her Story’ with the main focus on International Women’s Day, March 8th. June is primarily for job hunting and kicking off summer, September will focus on back to school, and January starts the new year right with Mary Kay top of mind.
Mobile: $744,060.00 A portion of our budget will be dedicated to our mobile app, which will be used to better engage with Mary Kay consultants and customers.
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Media Overview Non-Traditional: $1,883,499.20 Events: $1,277,970 Guerilla: $605,529 McMahon & Tate has chosen to focus heavily on non-traditional media in order to grow Mary Kay’s customer base outside of the traditional media realm. Guerilla marketing will focus on four main cities; Seattle, Washington, Austin, Texas, San Fransisco, California, and Auburn, Alabama. Events focus on the Mary Kay college tour, and will travel to nine colleges across the US. These colleges include: University of Colorado, University of Wisconsin, Depaul University, University of Michigan, Ohio State, Chapel Hill, Georgia Tech, Loyola New Orleans, and University of Virginia. These cities and college campuses were chosen because of their high population of women in our target age, additional neighboring schools, and a high diversity level.
Partnerships/Scholarships $77,000 Mary Kay will partner with four YouTube Beauty Gurus and Content Creators for a range of sponsored online video content. Each guru will produce 1-3 videos within a period of 12 months. Videos will include: product reviews, product placement/mention within videos, giveaway contest videos, “unboxing” haul videos and charity promotion. Each content creator will be responsible for explaining the process of becoming an IBC in at least 1 video. The chart below is a list of girls to be used.
Username
Name
Age
Subscribers
Video Views
amarixe
Allison
24
405,982
21,961,428
HelloKatyxo
Katy
18
221,331
17,460,635
ayydubs
Alyx
19
171,496
13,450,257
akaydoll
Kayla2
1
147,757
13,311,886
The college scholarship program will be an 1000 word essay contest. First place will receive books all four years of college. Second place will receive $700 of Mary Kay products and third place will receive $300 of Mary Kay products.
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Media Budget
Media Distribution
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Evaluation Return on Investment
Our research revealed
We took a very conservative approach to establish ROI projections and goals for this campaign. We understand that this is a great deal of variability in results, particularly when trying to forecast sales among a target that is not currently connected with the brand. Our projections are consistant with traditional direct marketing goals wuth a 2 percent conversation rate.
• The average annual spend of a Mary Kay customer is $500 • IBCs should have at least three exclusive customers for every year
The See Yourself campaign has the potential of creating 150,000 new customers and/or IBCs in year one. We have divided them equally - 75,000 new customers and 75,000 new IBCs.
Based on our calculations we have confidently and conservatively project that the $10 million investment made by Mary Kay has the potential of delivering: $157.5 million in sales or 1,575% ROI $150 million X 50 year potential lifetime loyalty = $7.5 billion
The cost per acquisition is $66.67 / person
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Evaluation Lifetime Value of the Customer
How we got there:
This final metric also provides a conservative framework for performance of this campaign extended over the next 50 years.
75,000 new customers X $500 average annual spend = $37.5 million
The Lifetime Value formula assumes no further growth or changed in spending in order to provide a realistic baseline for the long term potential of this campaign.
75,000 new IBCs X (3 customers X $500 average annual spend) = $112.5 million
We have backed off the $7.5 million associated with the IBCs initial investment requirement.
75,000 new IBCs X $100 = $7.5 million = $157.5 million
Recommendations for Future Extension • Revise packaging & marketing collateral of the Mary Kay @Play line, which is often viewed as too young • Love is Respect “Take Back the Night College Sponsorships”: integrate more philanthropy into the community • Mary Kay Website: Enhance user interface by providing clearer navigational tools and increased interactive materials • Begin marketing May Kay Compact Pro and similar existing products more heavily to the target
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Thank you
The Team
Department of Marketing Communications Don Hurwitz Sarah Collins Peter Seronick Carlin Corrigan Michelle Zemeck Karen Quintal Leah Quintal Jackson Quintal Diane Mentiply (National Sales Director) Shelly Gladstein (National Sales Director) Danielle Coughlan (Sales Director) Heidi Lurvey (Sales Director) Sreela Fitzpatrick (Sales Director) Victoria Leigh (Independant Beauty Consultant) Sarah Kolp (Independant Beauty Consultant) All the dedicated Mary Kay Independent Beauty Consultants at Studio Pink Siddharth Bansal Kelly Groglio Ruby Kreidieh Sofia Palazuelo Selbi Taganova
Teresa Amoedo Emily Brownell Valeria Carta Reed Van Dyck Christopher Junior Aidan Paringer Katherine Raymond Eric Smolen Cedrine Streit Evan Tetreault Joelle White Daniel Wong
Advisor: Douglas Quintal Graduate Assistant: Molly Stern