AAF Rio Grande Creative Mary Kay 2014

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BEAUTIFUL TOGETHER


CONTENTS RESEARCH Overview and Objectives......................................................................................5 Research...............................................................................................................6 Competitive Analysis............................................................................................7 SWOT...................................................................................................................8 Target Market......................................................................................................9

CONCEPT Concept..............................................................................................................11 Sweet Spot.........................................................................................................11

EXECUTION Step Step Step Step

1 1 2 2

(Non-Traditional).................................................................................... 13 (Traditional)............................................................................................ 15 (Non-Traditional).................................................................................... 17 (Traditional)............................................................................................ 19

EVALUATION Budget................................................................................................................23 Impressions........................................................................................................23 Flight Schedule..................................................................................................24 Evaluation & Conclusion.................................................................................... 25

2


RESEARCH

OBJECTIVE & OVERVIEW

RESEARCH

COMPETITIVE ANALYSIS

SWOT

TARGET MARKET 3


“A straight path never leads anywhere except to the objective.” -Zora Neale Hurston

OBJECTIVE

OVERVIEW Mary Kay has been supporting women and enriching

Mary Kay believes in the power of every woman

model gives women freedom that allows them to

herself. They provide the motivation to establish new

The company promotes strong relationships between

Consultants’ lives and ultimately their customers lives.

exemplify this through their relationships with their

by creating a positive perception. Our goal is to create

shopping.

with the target. This is a timeless concept.

their individual strengths since 1963. Their business

and wants to ensure that she sees that power within

spend more time creating and pursuing their dreams.

relationships that benefit the Independent Beauty

women. Their Independent Beauty Consultant’s (IBCs)

We found the key to increasing sales and gaining IBCs is

clients. Our target is looking for these qualities when

that perception by building meaningful relationships

INCREASE SALES AMONG 18-25 YEAR OLD WOMEN

RAISE AWARENESS AMONG 18-25 YEAR OLDS

GENERATE POSITIVE PERCEPTION

ATTRACT NEW IBC’S

4


RESEARCH “Research is formulized curiosity.” -Zora Neale Hurston

INSIGHT Brand Knowledge

Flexibility

Millennials’ perception of Mary Kay is outdated due to a

Millennials are more open to change and embrace

lack of knowledge about the brand and the benefits offered

multiple modes of self expression. Mary Kay’s business

to their IBCs and consumers.

model is cohesive with this mindset.

Interaction

Accessibility

Millennials prefer advice from their peers as opposed

The target prefers going to a department store rather than

perceived as a corporation, they offer genuine relationships.

sales representative.

to mainstream advertisements. Although Mary Kay is

waiting for their product to be delivered through a direct

QUOTES “ I’ve used probably all of their face products & continued buying because of the quality. It’s a little expensive, but it’s worth it. ” Natalie, 25, Jackson, MS “ Friend recommendations are the only way I find out about new brands. ” Morgan, 26, Albuquerque, NM

DATA 5%

Focus Groups & Trainings

10% Articles

26%

1 on 1 Interviews

59% Surveys

MORE THAN 1,200 TOTAL IMPRESSIONS

5


COMPETITIVE ANALYSIS “Be the competition you wish to see in the world.” -Michael Naughton PERCEPTION MAP AVON $ • Large product line

• Customer relationship

DIRECT SALES

1 AVON

6 ESTEE LAUDER

2 SEPHORA

7 NEUTROGENA

3 URBAN DECAY

8 MAYBELLINE

4 MAC

9 COVER GIRL

5 CLINIQUE

10 OLAY

$ $ SEPHORA

M MARY KAY

$ $ $ URBAN DECAY • High quality product

BOUTIQUES BOUTIQUES

• Strong brand identity

TRENDY

• Budget Friendly

2

$ $ $ MAC

4

3

• High quality product

• Strong brand identity

$ $ $ CLINIQUE • Trusted brand for sensitive skin

9

DEPARTMENT BOUTIQUES

8

STORES $ $ $ ESTEE LAUDER

1

• High quality product

7 5

• Trusted brand

$ $ NEUTROGENA

$ MAYBELLINE

M

DRUG BOUTIQUES STORES

• Strong brand identity

$ COVER GIRL • Versatile brand

$ $ OLAY

TRADITIONAL

• Good brand reputation

10 6

$

$$$

• High quality product • Brand Awareness

6


STRENGTHS • Relationships with consumers and IBCs • Flexibility with schedules and sales • Personal / Professional Growth

• Wide variety of products and lines

WEAKNESSES • Perception

“Mothers Make-up”

Customer Experience

Accessibility • IBCs consistency

OPPORTUNITIES • Luxury make-up sales are on the rise, despite fluctuating economy

• Military women coming home are at an all time high unemployment rate

• Less than 2% of millennial’s identify a colleague or supervisor as the person who encourages them to pursue their professional aspirations

THREATS • Competitors have retail stores

• Online shopping has increased 17.5% in the past year

7


TARGET “Talent hits a target no one else can hit; Genius hits a target no one else can see.” -Arthur Schopenhauer

OVERVIEW Our target demographic is women ages 18-25. These women are in different stages of their lives and are driven

by different motivations. They seek out relationships that align themselves with these motivations. While their motivations can shift several times throughout their lives, the one constant is their faith in whatever motivates them. It is this dynamic that creates the Mary Kay woman - a woman anchored by faith, family, and career.

RELATIONSHIPS BASED ON FAITH

PERSONAL RELATIONSHIPS

PROFESSIONAL RELATIONSHIPS

This woman is at the stage in her life where she

This woman is at the stage in her life where she is

she view most important. She is looking to

is looking for a profession that she truly believes

is motivated by her connections to the people strengthen or create new relationships that have

real meaning. These include family, friends, and

social groups. This woman has faith in others and relies on that faith to enrich her life.

motivated by success in her professional goals. She

in Once she finds it, she will focus on building the important relationships that allow her to grow in that profession. This woman has faith in herself and relies on that to enrich her life.

WHAT FAITH MEANS TO THE MARY KAY WOMAN Faith is true understanding through experience and investigation. This idea anchors the target to their purpose,

no matter what their focus is. It allows them to pursue more and value what they already have. Establishing the target’s faith in Mary Kay will result in increased clients and IBCs.

8


CONCEPT CONCEPT

CONCEPT

SWEET SPOT 9


“We must have a theme, a goal, a purpose in our lives. If you don’t know where you’re aiming, you don’t have a goal. My goal is to live my life in such a way that when I die, someone can say, she cared.”

-Mary Kay Ash

CONCEPT

SWEET SPOT

Mary Kay betters the lives of women everywhere by

Mary Kay strives to provide opportunities for women

the Mary Kay brand. Having authentic interactions

opportunities allow for enriching relationships between

giving them a genuine relationship; a trait unique to

builds a foundation that can be strengthened. We are

showing the target that Mary Kay is more than makeup and sales. They are a company offering enriching relationships.

with the intent of advancing their life goals. These the IBCs and clients. Our target desires a relationship along with their purchase. The combination of support

and relationships creates an enriching experience. Mary Kay can align with this demographic by emphasizing the enriching relationships they offer.

CAMPAIGN OVERVIEW

STEP 1 FOCUS OBJECTIVE

Personal Relationships Gain Clients

STRATEGY

STEP 2 Professional Relationships Gain IBCs

STEP 3 Impact on Others Faithful IBCs

The most effective way to communicate enriching

POSITION STATEMENT

own words. The first step of out campaign gains new

that enriches your life through personal relationships.

then transition into step 2 which takes the engaged

TAGLINE

the company. The final step of this campaign allows the

relationships between two things are greater together

user driven focus will allow our campaign to last longer

We have labeled this relationship “beautiful together.”

relationships to the target market is by using their

clients and expands Mary Kay’s market footprint. We

We will position Mary Kay as the only cosmetic company

members into becoming IBCs by building their faith in

We encompass our concept in two powerful words. When

faithful IBCs to influence potiential clients and IBCs. The

than separated, they share a unique and beautiful bond.

then the given 12 month period.

10


EXECUTION

TRADITIONAL

NON-TRADITIONAL

EVENTS

PARTNERSHIPS & PUBLIC RELATIONS

INTERNSHIPS & SCHOLARSHIPS 11


EXECUTIONS “Don’t limit yourself. Many people limit themsel ves to what they think they can do. You can go as far as your mind lets you. What you believe, remember, you can achieve.” -Mary Kay Ash

Research shows these are the top 15 cities of economic and population growth. The percentage of millennials are

statistically higher in these regions than in rural areas. Millennials make up 23% of the total population in the United States (U.S. Census Bureau, 2010). Our promotions will take place in these cities to maximize the reach of our campaign.

14

3

11 5

13

1

10

8 2 15

12

9

6

7 4

1

New York City, NY

6 Dallas/Fort Worth, TX

2

Los Angeles, CA

7

3

Chicago, IL

8 Washington D.C., VA

4

Miami, FL

9

5

Philadelphia, PA

10 Boston, MA

Houston, TX

Atlanta, GA

11

Detroit, MI

12 Phoenix, AZ 13 San Francisco, CA 14 Seattle, WA 15 San Diego, CA

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PROMOTIONS The best way to relate to the target is through user generated content. Our campaign maintains a genuine and relatable tone by using content directly from the target. Directly engaging the target in our campaign creates a powerful relationship.

STEP 1 NON-TRADITIONAL FACEBOOK THE NEXT AT PLAY COLOR PALETTE: Our target’s connection with Mary Kay will be strengthened by giving them the

opportunity to select the next At Play color palette. Using the Mary Kay’s Virtual Makeover app, the promotion will allow users

to customize an At Play style to upload and vote on Facebook. Their personal connections can see their relationship with Mary Kay. The winner with the most likes will see their unique color palette used as a future Mary Kay product.

Why it works: •

Engages target personally

Updates perception

• •

Begins building a relationship Increases sales and interest

Measurement:

Facebook Analytics

SNAPCHAT Snapchat is a messaging app that briefly displays content

through pictures and videos. We will send out Snaps of new and creative beauty ideas with copy to direct viewers to the full tutorials on other platforms. The creative ideas will feature everything from lips to eyes. The Snaps will help create a dialogue and strengthen our relationship

with the target market. We will also send Snapchat videos about our other events to extend their reach and impact. Why it works: •

Engages target personally

Increase sales and interest

Updates perception

Measurement: Number of friends, screenshots, and interactions.

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TWITTER #BEAUTIFULTOGETHER: We will encourage the IBCs to

REFLECTIONS OF BEAUTY

tweet things they appreciate in their lives to generate content.

Mary Kay will place vinyl stickers on public mirrors where

The IBCs engage the target through their authentic tone and

frame their face with an inspiring message. This inspiring

with our campaign message because they will have a better

Sharing a personal thought with Mary Kay and others gives

by using #BeautifulTogether. Our focus on this relationship

target. #BeautifulTogether and a call to action will indicate

connections than surface level appearances. The message will

moment or person they have a deep connection with and

campaign.

QR code will allow them to find an IBC near them.

Updates perception

A positive message where they least expect it changes

Directly engages target market

Creates genuine advertising content

Hashtags, retweets, and favorites

women are likely to apply make-up. The stickers will

similar interests. The target is more likely to share and relate

message will create an experience they will want to share.

understanding of who the IBCs are. The content will be linked

us an opportunity to build a personal relationship with the

shows how Mary Kay is a company that is rooted in deeper

they can be a part of our campaign and tell us about a

effectively resonate with our target and get them to engage our

why that connection is beneficial to them. In addition, a

Why it works:

Why it works:

their perception of the company Increases awareness

Measurement:

QR codes, hashtags, unique visits

Creates genuine advertising content

Measurement:

INSTAGRAM MARY KAY KINDNESS CHALLENGE: (#KindnessChallenge)

Using Instagram, Mary Kay will issue a different challenge

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What are your Beautiful Relationships?

“We may not be related but I consider her

“He dedicates his time to make sure I stay confident...

my sister.”

“He taught me how to ride a bike, how to get over heartbreak...

(Music plays as screen animates into place)

(Video Starts as text animates with spoken word)

(Video ...) “He dedicates his time to make sure I

(Video ...) “He taught me how to ride a bike, how

Discovering Beautiful Relationships

“We may not be related but I consider her my

stay confident and that I can chase my dreams.”

to get over heartbreak, and most importantly

sister. “

how to respect myself and others and stand on my own to feet. ”

every day for one month. Each challenge will feature a

form of togetherness. The content will emphasize and show appreciation for the enriching relationships in the targets’ life.

TRADITIONAL

Successfully completing the challenge will earn the participants a full collection of the At Play line. Why it works: •

Increases positive involvement

Updates perception

Highlights relationships target has with Mary Kay

PRE-ROLLS We will run pre-roll ads on selected beauty oriented

Measurement: Uploads, shares, likes, hashtags used

YouTube channels showing the target’s relationships they

PHOTO BOOTHS

from the target about these relationships. At the end of

find beautiful. The pre-rolls highlight the heartfelt quotes

We will set up a Mary Kay photo booth in our top fifteen cities.

these videos there will be call to action, encouraging the

relationships through a story and photo they take in the booth.

Why it works:

relationship with their friend. The booth will provide user

the website and Facebook Page.

Clicked links

Our target will have the opportunity to share their beautiful

target to make a new relationship with an IBC near them.

The booth allows them to type a genuine story about their

generated content for the campaign and will be displayed on

Measurement:

Updates perception

Increased awareness sales

Why it works: • •

Engages target personally

Begins building a relationship

Measurement: photos taken, uploads, and shares

That’s Why We’re Beautiful Together Build A Beautiful Relationship With A Consultant That Understands You.

“When she became an Independent Beauty Consultant our relationship...

“I like my personality to standout just like my eyes.”

(Video ...) “When she became an Independent

(Video stops and screen animates into

(Video stops and screen animates into

(Line fades out and logo fades in)

Beauty Consultant our relationship continued

place again)

place again)

Mary Kay

to grow. She taught me I could be a strong

“I like my personality to standout just like my

That’s Why We’re Beautiful Together

business woman too.”

eyes.” Build A Beautiful Relationship With A Consultant That Understands You.

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RADIO SPOTS User created content will be featured in a 30 second radio spots. The spot highlights dialogue from the target about their relationships. At the end these spots will have a call to

action encouraging the target to make a new relationship with an IBC near them. The spots will play on IHeartRadio, Pandora, iTunes Radio, and Spotify. Why it works: • •

Increases awareness and sales Updates perception

Measurement: Banner clicks

DIGITAL BILLBOARDS We will provide the opportunity for the target to express themselves using digital, mobile billboards. We will use

their quotes, comments, and photos, regarding their “Beautiful

Together” moments and place them on the

billboards. Content generated from other promotions will also be displayed here. Lastly, our trucks will have a call to

action, encouraging the target to make a new relationships with an IBC near them. Why it works: • •

Engages target personally Updates perception

Measurement:

Photos taken, uploads, and shares.

TARGETING AND RETARGETING ADVERTISEMENTS We will target and retarget users on social media sites using their browsing history. The specific searches we are looking

for include: Mary Kay IBCs, Mary Kay products, competing companies, and relationship based websites. These targeting and retargeting tactics contain direct quotes from the target about their personal relationships. The target is encouraged to make a new relationship with an IBC near them by following the provided link. Why it works: • •

Delivers message to individuals most likely to respond Increased sales

Measurement: Number of clicked links

SCHOLARSHIPS Providing financial aid is a beautiful way to give back to

successful women in the community. A $2,500.00 scholarship will be granted to 200 women throughout the United States

entering college. Submissions must provide a video expressing how they intend on using their career path to creating stronger opportunities for themselves and women around them. Why it works: • •

Engages target personally Updates perception

Measurements: Submissions

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ing ewarm a Hous e is re o e Th a! C m your are se u o h Party in a p and ds. local re ew frien meet a full of n Download the Mary Kay App to find housewarming party near you.

STEP 2 NON-TRADITIONAL DIRECT MAIL WELCOME TO THE COMMUNITY: We will target address

IN-PARTY PROMOTIONS - MOBILE APP

postcard. The postcard will feature directions to find an

create a reward system that can be implemented into Mary Kay

changes within our demographic with a direct mail

The promotion will focus on creating return customers. We will

IBC in their area, and invite them to a Mary Kay party.

parties by using updates in the mobile app. The update provides

The card will also give 20% off of products if they respond

within the first 30 days. Sending them an invitation to make new relationships gives them an opportunity to make new connections in a new neighborhood. Why it works: •

Makes connections with those looking for it

Increased sales

Engages target personally

Measurement:

Coupons used and recorded responses by IBCs.

a section for creating a profile that is viewable by everyone that

uses the app. Party goers will receive points for downloading the app and creating a profile. The customer is eligible to earn

more points for every Mary Kay party they attend. Points can also be accumulated by purchasing products from the parties. It strengthens their connection with the company because we

are showing appreciation for the customer through a rewards program.

Why it works: •

Engages target personally

Increased sales

• •

Establishes a foundation for long lasting relationship Increases repeat business

Measurement:

Points redeemed, return customers, and app analytics

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“A mediocre idea that generates enthusiasm will go further than a great idea that inspires no one.” -Mary Kay Ash

YOUTUBE MARY KAY YOUTUBE STYLIST: The promotion will allow customers and IBCs to submit their makeup tutorials on

YouTube. Selected videos will be featured on Mary Kay’s YouTube channel. The target’s familiarity with YouTube makes

it a good platform to deliver our message. Taking content

directly from the IBCs shows Mary Kay is a personal company based on genuine relationships. This promotion shows the

target Mary Kay actively seeks and appreciates their input. The tutorials will also help build a relationship with the IBC and the target. Why it works: •

Updates perception

Creates new relationships

Increases positive involvement

Measurement:

MARY KAY FOR A DAY: The semi monthly contest will give women the opportunity to start their Mary Kay business for

free. Participants create a video story to share on Mary Kay’s YouTube channel showing how their relationship with Mary Kay positively influences their day. The top 250 most liked videos will win small Mary Kay prizes. The top 10 will receive grand prizes of one starter kit and an all expense paid trip to next years Mary Kay expo. Why it works: •

Rewards members for being involved

Engages target personally

• •

Increases positive involvement Updates perception

Measurement:

YouTube Analytics

YouTube Analytics

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PINTEREST

TRADITIONAL

We are building a relationship with the target using a platform they are familiar with. Mary Kay’s Pinterest

board will regionally post creative ideas of what to do

MARY KAY EXPO

among IBCs in their parties. Sharing this content builds

target to familiarize themselves with many local IBCs and the

during a Mary Kay party. The board will spark creativity

We are hosting an event in the top fifteen cities that allows the

a collaborative relationship between all IBCs. Users and

Mary Kay company. Women can experience the involvement

IBCs will be able to pin the ideas onto their own boards for others to see. Mary Kay’s Pinterest board will also feature the tutorials that are used in the Mary Kay phone app. The tutorials will get more exposure and higher response

rates on Pinterest. Links will direct users to the Mary Kay website, where they can buy the products featured in the tutorials.

Why it works: •

Familiarizes target with IBCs

Increases sales

Updates perception

Measurement:

Followed links, re-pins, followers, and likes

of Mary Kay in their community. The target will be able to get to know several IBCs in their area and find which is best for them. They will also be able to learn about and experience

the At Play, Botanical Effects, Clear Proof and other Mary Kay products. Established customers build a stronger relationship with their IBC and get helpful advice about their career. This

generates trust and leads to increased enrollment of new IBCs. Why it works: •

Increases positive involvement

Increases awareness and sales

Familiarizes target with IBCs

Measurement:

Number of attendees and new IBCs

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STARTER KIT SOCIAL MEDIA INFORMATION We will provide information about our marketing strategy to

new and existing IBCs. Included in this kit are details about: The In-Party Promotion Mobile app, Facebook initiatives and

foundation by placing emphasis on the relationships the girls create with one another. This will show them that they are not competitors, but beautiful together.

BOTANICAL EFFECTS - SUPPORT MILITARY SPOUSES:

contests, the YouTube Stylist videos, Pinterest guide, and

Mary Kay will partner with Shoeboxes for Military Spouses

resources to build a better relationship with clients.

IBCs will create and send Mary Kay product gift boxes along

possible Mary Kay tutorials. These tools give them access to Why it works: •

Extends campaign life

Empowers the IBC with tools to build future relationships

Teaches IBCs how to effectively convey our message

PARTNERSHIPS CHARITIES: We will feature the At Play line with different

colors throughout the year. The packaging will signify that 10% of the proceeds from the sales go towards the featured

charity. The target is connecting with Mary Kay by their efforts to help others in need.

AT PLAY - DRESS FOR SUCCESS: Mary Kay will partner with Dress for Success to give disadvantaged women the opportunity of economic independence. Dress for Success provides

clients with the attire to find jobs and remain employed in a

professional industry. Mary Kay will enhance the experience by providing their expertise in makeup application. We will create

a lasting relationships because we are showing a common bond of helping other women.

CLEARPROOF - GIRLS INC.: Mary Kay will partner with Girls Inc. to inspire girls to be strong, smart, and bold together. Girls

Inc. provides educational courses that enrich the lives of girls by creating a strong foundation. Mary Kay will enhance this

to acknowledge and encouraging their service to our country. with letters of thanks and encouragement in hopes of creating

a positive effect on their lives. This will create an opportunity for brand loyalty as well as a strong relationship between corresponding parties.

Why partnerships work: •

Increases awareness and sales

Builds new and strengthens relationships

Updates perception

Measurement:

Sales and public media coverage

BLOGGERS At Play products will be donated by Mary Kay to bloggers so they can write reviews and provide helpful tips to their trusting

viewers. Sponsoring popular style and make-up bloggers

builds a genuine tone and faith in Mary Kay. Establishing this connection focuses on the targets desire for personal relationships over traditional advertising. Why it works: •

Increases awareness and sales

Content from a trusted source

Updates perception

Measurement:

Followers, shares, and likes

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CHECKOUT OPTIMIZATION As an update to the Mary Kay mobile and website checkout systems, the customer can choose an IBC based on recommended

1-800-FLOWERS After a Mary Kay party has taken place, the IBC follows up with her party participants. The partnership gives

the IBC the opportunity to send one “Play it Forward”

bouquet with samples of the At Play, Botanical Effects, or ClearProof lines for free with a code redeemable on the website. The women receiving the flowers will have the

opportunity to “Play it Forward” again by using a discount with 1-800-Flowers. Sending the secondary bouquet to someone they care about strengthens their relationships. Why it works: •

Updates perception

Creates new relationships

Increases positive involvement

Measurement:

Purchased bouquets and IBC involvement

ratings. The top recommendations can be potentially used as a

training tool for reviews and customer service. When the IBC delivers the product, they establish a new relationship with the customer. The IBCs’ customers write reviews about their

experiences with them. The target prefers seeing rating and reviews from others they can trust.

WEBSITE UPDATES We will update the profile pages of IBCs on the Mary Kay website to be more personal, engaging, and interactive. There

will be a personal video on each profile that introduces the IBC and why they joined Mary Kay as well as a brief bio, their

location, contact information, and IBC rating. This content will be uploaded to YouTube to generate back links and increase traffic. Similar modifications will be made to the “In Touch”

website. We will add teaser content that anyone can access on

how to become an IBC. Having a more personal page allows for the target to relate to the IBC. Why it works: •

Increased follow through sales

Highlights IBCs

Familiarizes target with IBCs

Measurement:

Number of interactions and sales

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APPLAUSE MAGAZINE

PUBLIC RELATIONS

We will include articles in the Applause Magazine for the

The Millennial generation is influenced to buy particular

news. All of our promotions will be featured with instructions

recommendations, reviews, and websites. Recent research

IBCs about promotions, events, and other important campaign

on how each IBC can effectively utilize them. Special events,

such as the Mary Kay Expo, along with partnerships will be highlighted in the magazine to give IBCs the additional

opportunity to participate. This promotion will keep IBCs up

to date and help them in using the promotion to build new relationships and strengthen existing ones. Why it works:

products by listening to other credible sources, such as shows the best way to establish credibility and trust is through third-party communications. The PR department will take every advantage to increase the exposure of the Beautiful Together campaign. Press releases will be held for our partnerships with

charity groups and collaborate with the Mary Kay Foundation’s PR department.

Spotlights opportunities for the IBCs

MULTI-CULTURAL FORMAT

Helps gain new relationships

from any cultural background. This allows our campaign to

Creates a lasting foundation

Measurement:

IBC involvement

FACEBOOK UPDATE Mary Kay’s Facebook page will be used to engage the target

and recognize IBCs. Our interns will post content and questions regarding beautiful together topics. Each week one IBC will be recognized for their efforts and involvement in Mary Kay. Why it works: •

Highlights IBC for efforts

Increases positive involvement

• •

Updates perception

Creates new relationships

Measurement:

Facebook Analytics

Our campaign consists of user created content that can originate reach many culturally diverse markets.

INTERNSHIPS We will hire interns to work at the Mary Kay Corporate headquarters for the sole purpose of overseeing the social

media portion of our campaign. Prospective interns will be knowledgeable in the workings of the various social media

platforms and how to monitor and modify these platforms as needed. They would also embody Mary Kay’s core values and goals.

The goal of these internships will be to monitor traffic and

users on the Mary Kay social media sites. In addition, they will be responsible for making changes as necessary to update information and videos as changes need to be made.

22


EVALUATION

BUDGET& OVERVIEW

IMPRESSIONS

FLIGHT SCHEDULE

EVALUATION & CONCLUSION 23


274,781,462 273,300,307 266,058,263 269,459,108 266,058,263

JAN

323,845,481

DEC.

$750,000

Production

$0 $0 $0

Website YouTube Stylist

$1,000,000

$50K

$0

Twitter

Targeting & Retargeting

Sponsorships

Snapchat

$500,000

$30K

Search Engine Keyword Scholarships

$75K

$160K

Reflections of Beauty

Radio

$0

$1,250,000

Pre-Rolls Public Relations

$0

$480,000

$100K

$0

$408,500

Pinterest

Photo Booth

Music Licensing

Mobile App

MK Expo

$100K

$200,000

Internships MK for a Day

$820,000

Direct Mail $100K

$500,000

Digital Billboards

Kindness Challenge

$ $500,000

$0

Checkout Optimization Contingency Fees

$0

$1,000,000

Agency Fee Charities

$1,920,000

1-800-Flowers $

$0

@Play Palette

COST - US DOLLARS

IMPRESSIONS

NOV.

318,845,481

OCT.

SEPT.

AUG.

JUL.

JUN.

MAY

APR.

MAR.

FEB.

IMPRESSIONS

BUDGET FLIGHT SCHEDULE

TOTAL COST: $9,943,500.00

327,368,680

320,481,025 318,525,481

266,056,263 266,056,263

24


@Play Palette 1-800-Flowers Charities Checkout Optimization Digital Billboards Direct Mail Internships MK for a Day MK Expo

Mobile App Photo Booth Pinterest

Pre-Rolls Public Relations Radio Reflections of Beauty Scholarships Snapchat Sponsorships Targeting & Retargeting Twitter Website

JAN.

DEC.

NOV.

OCT.

SEPT.

AUG.

JUL.

JUN.

MAY

APR.

MAR.

FEB.

YouTube Stylist

25


“Pretend that every single person you meet has a sign around his or her neck that says, ‘’Make me feel important.’’ Not onl y will you succeed in sales, you will succeed in life.” -Mary Kay Ash

EVALUATION

CONCLUSION

We will evaluate the effectiveness of the “Beautiful

Mary Kay has an opportunity to build a lasting

post-testing. This is a critical way to analyze the

give clients the confidence and desire to become an

Together” campaign by conducting pre-testing and campaign as a whole and determine its increase

in brand recognition among consumers. We will

execute focus groups and one-on-one interviews periodically throughout the whole campaign. Using the information from the focus groups and interviews,

we will monitor the increase of make-up purchases and brand awareness within our demographic. The

participants of our promotions and the IBCs are encouraged to share their thoughts and ideas within our social media and online data providing us with qualitative and quantitative data.

relationship that will extend into the future. We will

IBC. We are not just selling make-up. We are selling enriching relationships.

By completing our promotions, the target will have

the confidence to join the Mary Kay family. Mary

Kay will become a trusted brand among consumers, leading to brand loyalty in a category where people

typically buy makeup only, with no emotional attachment.

Our campaign breaks through the mainstream advertising of the make-up industry and creates a brand that resonates with the consumer on a personal

level. This authentic relationship proves that Mary

Kay understands the consumer’s core values. That’s why Mary Kay and women are “Beautiful Together.”

26


OUR TEAM Laboraex Abeita

Roxanne Gonzales

Tasha Lujan

Instructors:

Kathryn Bryant

Pamella Hendrix

Alyssa Metoyer

Elisa Valdez

Spencer Beuerle

Donnine Canamar Jesse Casias

Matthias Fresquez Steven Fresquez Denise Galvez

Daniel Gutierrez Shalen Holt

Kara Jurgensen Anthony Kien

Sharon Lawson Janell Lopez

Alexandra Malone Jonathan Patterson

Joseph Chavez

Alicia Rae

Neil Winslow Paige Ziegler

Special thanks to Ron Salzberg, Paul Ziomek, Amy Boldt, Sheri Gerdes, Cindy Whitaker, Joanne Pils, Meri Fox-Szauter, Derek Kinabrew, and Red Bull.

THIS BOOK IS DEDICATED TO LUCY VALDEZ-RAMIREZ

REFERENCES AHAA. 2013. The Voice of Hispanic Marketing. Retrieved Mar 20, 2014.

2013. Retrieved Mar. 20, 2014. From https://www.census.gov/retail/

From: https://ahaa.org/default.asp?contentID=161

mrts/www/data/pdf/ec_current.pdf

Clifford, S. NY Times. 2011. Even marked up, luxury sales fly off the shelf.

http://www.clearchannel.com/Outdoor/Pages/Advertise.aspx

Retrieved Mar. 20, 2014. From: http://www.nytimes.com/2011/08/04/

http://www.wordstream.marketing.inc

business/sales-of-luxury-goods-are-recovering-strongly.html

www.papermillstone.com/cardstock

Marston, C. 2014. Generational Insight. Retrieved Mar. 20, 2014. From:

http://iheartradio.com/cc-common/YourAdHere/

http://generationalinsights.com/millennials-to-loyalty-programs-fast-free-

www.facebook.com

and-easy/

www.twitter.com/users

PewResearch. 2011. Millennials: A Portrait of Generation Next. Retrieved

www.pandora.com/yourad/users

Mar. 20, 2014. From: http:/www.pewresearch.org/millennials/

http://www.adroll.com/retargeting

US Census Bureau. 2014. Quarterly Retail E Commerce Sales 4th Quarter

https://www.cbsoutdoor.com/media/billboards/digitalbulletins http://clearchanneloutdoor.com/products/digital-billboards/


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