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......................................................19 Digital Strategy....................................................................................20 Digital & Dual Function App...............................................................22 Media Overview...................................................................................23 Media Budget......................................................................................25 Evaluation............................................................................................26 Works Cited.........................................................................................27 Thank you............................................................................................28
1
2
Executive Summary Fifty years ago, Mary Kay Ash set out to change the way women viewed their potential. Mary Kay wanted each woman to believe they were capable of making a difference and ultimately changing 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. Although the company has many loyal users in the older demographics, it has yet to reach its potential in capturing the attention of Millenial women, and is looking to increase that reach. Currently, there is a disconnect between the target and the brand due to the saturation of the industry as well as the target’s misconception that Mary Kay is a brand only for 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 women can achieve their personal goals through hard work and the support of their community. Our research revealed our target is group-focused; reaching beyond The segments that present the best opportunity for Mary Kay represent close to 50% of the 15 million of the 18-25 year old Millennial women population. Our strategy to connect with them utilizes the one accessory present for all skincare and cosmetic applications, the mirror. “The 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
3
Objectives & Methodology
Overview:
McMahon & Tate conducted primary and secondary research to further understand the Mary Kay mindset and that of female Millennials.
Objectives:
Examine the associations the target has with Mary Kay To identify whether or not a shared mindset exists amongst members of the target who purchase Mary Kay products
“We all need someone to believe in us.�
Determine whether or not a shared mindset exists amongst Mary Kay Independent Beauty Consultants
- Diane Mentiply
Observe how the target self-identifies and what inspires, drives and motivates them
NE National Sales Director
Analyze market trends in messaging towards the target
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 and to provide the insight necessary to create the framework for our campaign strategy and executions, immersing 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 of examined pieces of user generated content relating to Mary Kay and sentiments about the brand
100
different marketing materials were analyzed either created by Mary Kay, organizations in parallel industries, or their competitors in the cosmetic and skincare industries
50
in-depth interviews with members of the target who identified as Mary Kay loyalists Mary Kay National Sales Director interviews, as well as with 3 Mary Kay Sales Directors and 4 Mary Kay Independent Beauty Consultants
studies analyzed on Millennial behaviors, motivations, and segmentations
6
4
Internal Analysis Founded in 1963 with little more than $5,000, the 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 actually had a clear vested interest in supporting those that were a part of it.
Strengths 200+
#6
premium products
in skincarei
#2 beauty products & personal care
#9 n color
#12 in fragrance
$3m
$3b
Independent Beauty Consultants
in revenue in 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
Industry Analysis
5
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 consumers feel 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 or brand experience.
Our target is highly involved with online media, with 56% sharing product recommendations through social media, 35% recommending products on social media at least once a month, and 44% using social networks to “window shop” for products they want to buy.
6
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.
Because of societal pressures and influences, women often focus on beauty as being all important, becoming the currency that they find 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 type of beauty is the right type or somehow inferior.
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 do not want to help change how society sees women, but rather want to change the way that they see themselves.
Perceptions of Mary Kay
21%
Key Research Findings
of those surveyed associated Mary Kay with their mothers and grandmothers
84% had never experienced a consultation with an IBC, and 65% do not know anyone is is an IBC
60%
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 bing 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
had tried Mary Kay before, and felt positively about them
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
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
7
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. They are at a point where they are acutely aware of who they are and
8
they are 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)
1. Millennial Moms love to give advice, exhaustively researching everything and broadcasting their findings. They are twice as likely to be single, but just as likely as the average mom to be the majority income contributor. Millennials Moms are very sensitive to brand messages that refer to them as either homemakers or full-time employees as many play both of those roles.
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 searching for control and independence in this unsure stage of their lives. They are Although they seem secure in their current places in life, and are willing to take risks that they deem worthy, these women want more but need something to push them forward to that next step. They believe that work and life should be We call these women Connected Explorers.
Branding
9
State of Brand
Desired
Current
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.
Low
Negative
Older
Unrelatable
Often doesn’t have significant exposure to the brand
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 packaing 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
Mindset
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 its 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 and aligning Provide the platform to allow the target to demand the change in their lives with the support of Mary Kay
10
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 a potential relationship facilitates.
Short term goals
Long term goals
Increase awareness generating opportunities, strategically designed to improve the perceptions and purchase considerations
Increase the Connected Explorers customer base and Independent Beauty Consultants in segment by 5%
McMahon & Tate believes the success of aligning Mary Kay with Connected Explorers is dependant on removing misconceptions by magnifying the brand’s mindset and values. We have developed a strategic approach that utilizes the one accessory necessary for all skin care and cosmetic applications: the mirror. The Mirror Strategy provides the framework for both potential consumers and consultants to see Mary Kay in 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 connects Connected Explorers through a shared sense of values while supporting their pursuit of who they aspire to be.
Positioning: Mary Kay is Me Rationale: 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.”
11
Creative Strategy
The big idea
See Yourself McMahon & Tate developed the tagline See Yourself to provide the opportunity for Connected Explorer to envision themselves as a member of the Mary Kay community. The See Yourself campaign aims to capture how Connected Explorer 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 Explorer 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.
12
“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.
Video
Brand Essence/Athem
13
The See Yourself campaign launches with a 60 second spot, in which Mary Kay encourages Connected Explorers to remember their younger self, and to 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 the Connected Explorers, “when did you stop envisioning who you could be?” Because Connected Explorers is going through significant life transitions, the narration of a young girl asking these big questions will make a lasting impression with a sense of nostalgia and aspirational freedom.
VO: [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.]
Video
14
See Yourself
The See Yourself video executions illustrate the impact of self reflection and how the ability to visualize success can empower women. Each :30 second video will showcase women who look into a mirror as they apply or touch up their makeup, and see themselves having a positive visualization of something yet to come or a remembrance of a meaningful moment. These videos will contain a narrative that exhibits a particular Mary Kay value such as strength, community or optimism. The characters in our executions are modeled off the permutations of values and aspirations highlighted in our target analysis.
(FADE IN) Friend: How was it? IBC: It was amazing! You know, it’s a big deal...
(DISSOLVE INTO MONTAGE) (V.O.) Getting married, having your loved ones there...
[The eyeliner is being applied as the V.O. reads the line] (V.O.) Watching you as you make the most important vow you’ll ever make.
(V.O.) You want that moment to be perfect.
[Viewer realizes the IBC is not the bride, but her client] (V.O.) I wanted that moment for her! She came to me for a makeover before her first date with him and now here we are, on her wedding day.
(FADE TO PRESENT) IBC: The feeling I get by knowing that I’ve been a part of that and I can share it with her is something I can’t describe. (Finishes applying her makeup and smiles at the memory before walking away)
DISSOLVE TO: Mary Kay. See yourself in anything
Video
15
See Yourself
(V.O.) Alright, there is no reason to be nervous
DISSOLVE INTO MONTAGE: [Woman walks past the cubicles] (V.O.) I know this is your first time presenting.
[Into the boardroom] (V.O.) You’ve pulled of a million things that you didn’t think you were ready for. You’ll go in there...
[Gives the presentation] (V.O.) ...face your bosses and being your presentation with absolute confidence. Do not hold back.
[Applause] (V.O.) Put your best face forward and impress them with your ideas. You know they’re good enough.
CUT TO: MIRROR [smacks lips and smirks after applying lipstick] (V.O.) Why doubt yourself? You’re ready for this. So relax! Woman: I’ve got this.
DISSOLVE TO: Mary Kay. See yourself ready for anything
Promotions & Event Strategy McMahon & Tate’s promotional & 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: Place removable, adhesive vinyl “#SeeYourself” decals on everyday reflective surfaces (windows, doors, car windows, etc.) in cities/college campuses. Objective: Mirroring our print campaign, these decals add significance to those fleeting moments of unexpected reflection. We want Connected Explorers to stop and take even just a second to acknowledge and self reflect, turning these everyday surfaces into meaningful moments. Digital “Compliment Mirror” Pop Up Execution: A digital monitor designed to look like a mirror will be set up in Seattle, San Fransisco, Austin, and Aurburn, Alabamar. Monitored and recorded by a film crew, users who come within two feet of the mirror, which will trigger it to present compliments visually. The compliments consist of lines such as “Hey there, looking good today!” “Where you running off to? Slow down for a second and feel good about yourself.” At the end of the interaction, the mirror will ask the user to compliment someone else, further magnifying the experience. Objective: The execution is focused on enhancing one of the four core values of Mary Kay; the idea of making everyone feel important. Besides that, this will generate brand awareness and curiosity, but most importantly, capture those genuine moments of validation. This brand experience will be recorded live to be uploaded as a viral video, ultimately maximizing exposure.
17
17
Promotions & Events Strategy
Guerrilla Tactics
Wall Mirror “What Do You See?” Execution: Four 10 x 17 foot 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 and take a second to just 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.
Promotions & Event Strategy
18
Events/College Bus Tour
Execution: As an extension to the existing Mary Kay College Tour, McMahon & Tate The bus acts as a vehicle of promotion, with an eye catching exterior design. The vehicle will travel from college to college, attracting IBCs and Connected Explorers from the area, generating brand awareness along the way. Once stationary, the bus will serve as an anchor for the interactive brand experience where different activities will be set up.
Connected Explorers to understand the Mary Kay selling model. The bus itself serves as a brand piece, with its interior fully transformed to provide a virtual and hands-on tour of the message of See Myself and Mary Kay.
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 freely roam and connect with the target, developing the chance for networking and for
The slow motion photobooth 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.
The Pink Cadillac experience is 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.
Experiences Include: Mary Kay History / Brand Piece (Bus)
Compliment Mirror Pop-up IBC Interaction
Slow motion photobooth
Mirror / Ad Display
Mary Kay Cityscape Mirror Makeover Station
Raffles & Sorority giveaways
18
Promotions & Event Strategy
Events/College Bus Tour
Objectives: 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.
19
Sponsorships & Public Relations Youtube Sponsorships Mary Kay will partner with four YouTube Beauty Gurus/Content Creators within the target for a range of sponsored online video content. Each content creator will produce an average of two videos within a period of 12 months (up to 12 videos total). Videos will include: product reviews, product placement and mentions within videos, giveaway contest videos, “unboxing” haul videos, and philanthropy awareness. In addition to subscriber count, these four influencers have a combined Twitter following of over 150,000 girls and young women. These “beauty/style gurus” have a strong impact on the opinions of the Connected Explorers because of the sense of personal, one-on-one connection their videos provide.
College Sponsorship Essay Contest The brand will sponsor an essay contest targeted at young women. 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 runner up finish
ers receiving a selection of specific products. The contest will be advertised on Facebook primarily, but will also feature content in high schools, partnering with college counselors to reach out to students who might benefit from the contest prize offerings.
20
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.
Multiplatform Social Media Approach Increase traffic on social media in order to create more points of engagement with the target. 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 used within blog posts and included in copy on website. 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.
Twitter Execution: IBC “profile of the week” linked from website, quote of the day, makeup tips, MK Customer Care with #marykaycares, and #SeeYourself Objective: To increase engagement and conversation with content that connects users to the Mary Kay mindset
Facebook Execution: Event updates and details with the college tour, while posting stories and photos that correspond to Twitter hashtags Objective: Encourage and generate advocacy for See Yourself, promote all events and sponsorships.
Execution: Update @Play line to be more relevant to the target with images that highlight moments of victory and achievement, showecasing products, and previews of video executions
Execution: Update current boards and provide new ones of quotes, outlines of the IBC experience, product portfolios, MK parties
Objective: Create an alignment between target and brand by showcasing the Mary Kay lifestyle
Objective: Showcase the shared lifestyle between Mary Kay and Connected Explorers, IBC journey and product portfolio through user generated content.
21
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
Objectives: By having our Youtube takeover on this day, our campaign establishes a firm commitment to celebrating and empowering women.
Objective: To share unique IBC experience stories, giving consumers insights into their and giving the IBC community a place to learn about each other.
Digital Strategy
22
Dual Function Mobile App
This Application is for use on all mobile devices and tablets. It allows IBCs to connect to many different prospective targets, reinforcing a strong sense of community by providing outlets for consistent communication between all members of the Mary Kay network, and to give consumers more insight into the brand offerings. The application will include the existing makeover app as part of its design.
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 • 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
Media Overview
23
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 milestone experiences • Place added emphasis on college tours and guerilla tactics engaging directly with college students • 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. These banner ads display the “See Yourself” message in target relevant locations. 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 smaller portion of our budget will be dedicated to our mobile app which will be used to better engage with Mary Kay consultants and customers.
Media
24
Overview of Buys
Non-Traditional: $1,883,499.20 Events: $1,277,970 Guerilla: $605,529 McMahon & Tate has chosen to heavily focus 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 campus 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/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
Kayla
21
147,757
13,311,886
The college scholarship program will be an 1000 word essay contest. First place will receive $4,000 to pay for their 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.
25
Media Budget
Media Distribution Contingency
26
Evaluation ROI We took a very conservative approach to establishing 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. Out projections are consistant with traditional direct marketing goals of a 2 percent conversation rate. 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.
Our research revealed • The average annual spend of a Mary Kay customer is $500 • IBCs shoulds have at least three exclusive customers in their year 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
27
Evaluation Lifetime Value of the Customer This final metric also provides a conservative framework for performance of this campaign extended over the next 50 years. 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. We have backed off the $7.5 million associated with the IBCs initial investment requirement.
How we got there: 75,000 new customers X $500 average annual spend = $37.5 million 75,000 new IBCs X (3 customers X $500 average annual spend) = $112.5 million 75,000 new IBCs X $100 = $7.5 million = $157.5 million
Recommendations for Future Extension • Based on feedback from our primary research, we recommend the following strategies that would extend our campaigns mission and the brand’s values: • 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
28
Work Cited 3 key beauty industry trends to watch in 2013. (2013, January 23). Retrieved October 12, 2013, from http://www.imogenmatthews.co.uk/3-key-beauty-industry-trends-to-watch-in-2013/ 3 Ways to Break Wedding Tradition. (n.d.). Bridal Guide. Retrieved February 3, 2014, from http://www.thebridalguide.ca/2013/10/3-ways-break-wedding-tradition/ Amanda. (2012). Hollywood glamour Mary Kay Cosmetics 2012. Trends Breaker. Retrieved October 18, 2013, from http://trendsbreaker.com/hollywood-glamour-mary-kay-cosmetics-2012-collection/ Antique Durham Mirror Frame White Full. (n.d.). Detail : General. Retrieved February 15, 2014, from http://www.resourcedir.com/insight/antique-durham/antique-durham-mirror-frame-white-full-18682.html Beauty and Personal Care in the US. (2014, January 15). euromonitor. Retrieved March 21, 2014, from http://www.euromonitor.com/beauty-and-personal-care-in-the-us/report Beauty Industry Analysis 2014 - Cost & Trends. (n.d.). franchisehelp. Retrieved November 12, 2013, from https://www.franchisehelp.com/industry-reports/beauty-industry-report/ Boxer, B. (2013, September 10). What Buzzfeed’s Data Tells About The Pricing Of Native Advertisements. Forbes. Retrieved December 3, 2013, from http://www.forbes.com/sites/ benjaminboxer/2013/09/10/what-buzzfeeds-data-tells-about-the-pricing-of-native-advertisements/2/ Brenda’s Wedding Blog. (n.d.). RSS. Retrieved March 10, 2014, from http://www.brendasweddingblog.com/blogs/2011/11/23/bridesmaids-dresses-that-coordinate-and-show-their-own-uniqu.html Bridget. (2012). Mary Kay Creme Lipstick: “Sweet Nectar” & “Frosted Rose”. Bridge to Beauty. Retrieved January 30, 2014, from http://bridgetobeauty.blogspot.com/2012/06/mary-kay-creme-lipstick-sweet-nectar.html Cosmetic Dentistry. (n.d.). from Choice One Dental Care. Retrieved February 2, 2014, from http://www.choiceonedentalcare.com/cosmetic-dentistry/ CoverGirl: Girls Can!. (n.d.). Little Black Book. Retrieved January 21, 2014, from http://www.lbbonline.com/news/covergirl-girls-can/ Faw, L. (2011, November 11). Why Millennial Women Are Burning Out At Work By 30. Forbes. Retrieved March 05, 2014, from http://www.forbes.com/sites/larissafaw/2011/11/11/why-millennial-women-are-burning-out-at-work-by-30/ Gladstein, S. (n.d.). New Consultants - ShellyGladstein.com.ShellyGladstein.com. Retrieved March 10, 2014, from http://www.shellygladstein.com/new-consultants.html Gladstein, S. (n.d.). Shawoff National Area. ShellyGladstein. Retrieved March 10, 2014, from http://www.shellygladstein.com Google Trends. (n.d.). Google Trends. Retrieved March 21, 2014, from http://www.google.com/trends/explore#q= Halkias, M. (2013, September 12). Be nice to the caravan of 100 pink cadillacs driving around town tomorrow for mary kay’s actual 50th anniversary date. Retrieved December 3, 2013, from http://bizbeatblog.dallasnews.com/2013/09/be-nice-to-the-caravan-of-100-pink-cadillacs-driving-around-town-tomorrow-for-mary-kays-actual-50th-anniversary-date.html/ Her legacy (n.d.). Retrieved from http://www.marykaytribute.com/HerLegacy.aspx Hernandez, S. (2013, July 13). Pretty in pink: Mary kay convention by the numbers read more. Retrieved February 12, 2014 from http://nightcaptv.com/2013/07/23/pretty-in-pink-mary-kay-convention-by-the-numbers/ Ho, T. (2013, July 12). Big on beauty: How cosmetics corps beat the market. Retrieved from http://news.investors.com/business-industry-snapshot/071213-663553-big-bucks-beauty- cosmetics-creators-beating-market.htm?p=2 Ibd reports beauty industry growth and trends. (2013, July 24). Retrieved March 3, 2014, from http://directsellingnews.com/index.php/view/ibd_reports_beauty_industry_growth_and_trends LaPrade, J. (n.d.). Greeting Navigation Menu. Mary Kay. Retrieved March 21, 2014, from http://www.marykay.com/jlaprade Makeup Tips: Apply Eyeliner Like a Pro!. (n.d.). Fox and Jane Salon Makeup Tips Apply Eyeliner Like a Pro Comments. Retrieved February 11, 2014, from http://foxandjanesalon.com/makeup-tips-apply-eyeliner-like-a-pro/ Makeup tips for a girls’ night out. (n.d.).SheKnows TV RSS. Retrieved March 3, 2014, from http://www.sheknows.com/videos/articles/816009/makeup-tips-for-a-girl-s-night-out-1 Mantis, A. (2013, December 9). Meet the Millennials. The Robin Report. Retrieved March 5, 2014, from http://therobinreport.com/meet-the-millennials/Marketing to millennial women.(2014). Retrieved from http://millennialmarketing. com/2013/12/marketing-to-millennial-women Mary kay celebrates 50th anniversary. (2013, September 16). Retrieved March 4, 2014, from http://3blmedia.com/News/CSR/Mary-Kay-Celebrates-50th-Anniversary Mathews, I. (2013, May 22). Marketing trends presentations 2013 review. Retrieved Dec 12, 2013, from http://www.in-cosmetics.com/Online-Press-Centre/Normal--Industry-articles/marketingtrends2013review/ Mathews, I. (2013, May 03). The hottest trends from in-cosmetics trends presentation, 2013. Retrieved February 20, 2014, from http://www.cosmeticsdesign-europe.com/Market-Trends/The-hottest-trends-from-the-in-cosmetics-trendspresentations-2013 Mentiply, D. (n.d.). Fierce. dianementiply. Retrieved March 3, 2014, from http://dianementiply.com/Mintel. Retrieved from http://proxy.emerson.edu/login?url=http://academic.mintel.com/display/680555/ Mixologiste is key beauty trend for 2014, mintel says. (2013, December 24). Retrieved February 16, 2014, from http://www.premiumbeautynews.com/en/mixologiste-is-key-beauty-trend,6298 Montes, Sai. (2011). Defy aging with Mary Kay’s TimeWise skin care. Fashion by Sai. Retrieved December 24, 2013 from http://www.fashionbysai.com/2011/04/defy-aging-with-mary-kays-timewise-skin.html Review: Mary kay at play jelly lip glosses. (2013, August 02). Retrieved February 3, 2014, from http://shadowlinergirl.blogspot.com/2013/08/review-mary-kay-at-play-jelly-lip.html Romanowski, P. (2010, January 5). A cosmetic industry overview for cosmetic chemists. Retrieved November 12, 2013, from http://chemistscorner.com/a-cosmetic-market-overview-for-cosmetic-chemists/ She knows and harris interactive reveal women’s true selves through social media habits. (2013, December 23). Retrieved January 12, 2014, from http://www.prweb.com/releases/2013/12/prweb11444519.htm Stock Photos | Royalty Free | Royalty Free Photos. (n.d.). Girl looking in mirror [SMP0007070] > > Visualphotos.com. Retrieved March 14, 2014, from http://www.visualphotos.com/image/2x3559017/girl_looking_in_mirror The Bucket List: What Motivates Millennials?. (2014). Retrieved January 30, 2014, from http://millennialmarketing.com/2010/05/the-bucket-list-what-motivates-millennials/ The Mary Kay Pyramid. (n.d.). Retrieved from http://www.pinktruth.com/mary-kay-facts/the-mary-kay-pyramid/ This is the company. (2014). Retrieved from http://www.avoncompany.com/aboutavon/index.html Walsh, S. (2013, April 18). The Lofty Aspirations of Millennial Women. Hooking Up Smart. Retrieved March 5, 2014, from http://www.hookingupsmart.com/2013/04/18/relationshipstrategies/the-lofty-aspirations-of-millennial-women/ What Millennial Women Say About “Having It All”. (n.d.). Millenial Marketing. Retrieved February 21, 2014, from http://www.millennialmarketing.com/2012/07/what-millennial-women-say-about-having-it-all Weber and Shandwick. Digital women influencers: millennial moms. Retrieved February 25, 2014 from http://www.webershandwick.com/uploads/news/files/MillennialMoms_ExecSummary.pdf Yeomans, M. (2012, Novermber 7). Global beauty market to reach 265 billion by 2017 . Retrieved December 5, 2013, from http://www.cosmeticsdesign.com/Market-Trends/Global-beauty-market-to-reach-265-billion-in-2017-due-toan-increase-in-GDP?utm_source=copyright&utm_medium=OnSite&utm_campaign=copyright
29
Thank you 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
The Team
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