2014
CONTENTS Executive Summary........3 Campaign Strategy.........4
NSAC TEAM 2013-2014
The Target........................5
Creative Director
Account Manager
Marketing Plan.................7
Assistant Advisor
Account Planner
Research..........................8
Research Director
Art/Graphics Director
Creative...........................12
Book/Projects Manager
Advisor
CREATIVE Braydon Barnthouse Jesse Benson Chelsey Evans Miranda Lloyd Bridget Trowbridge Tanner Yeomans
PLANNING Ashley Anderson Elizabeth Anderson Courtney Cleaves Rudy Garcia Jackie Hines Sarah Hoch Cassidy Hunt Jacob Kaserman Laura Lynch Kailey Marcum Kalie Meyer Trustyn Nicely Abby Ogle Danielle York
Alex Baker
Mike Breslin
Megan Frantz
Kylie Hagmaier
Ethan Hickerson Carley Holt
Miranda Lloyd Sandra Martin
The New IBC..................14 Social Media...................17 Events.............................20 Partnerships..................22 Media..............................23 Budget............................24 Evaluation......................25 Media Calendar.............26
BOOK // PRODUCTION Chelsey Evans Kylie Hagmaier Miranda Lloyd Ashton Pittman Bridget Trowbridge Cherish Sheffield Tanner Yeomans
MEDIA // PROMOTIONS // EVENTS Elizabeth Anderson Alex Baker Rudy Garcia Ethan Hickerson Jacob Kaserman Laura Lynch Kalie Meyer Aaron Miller
LET’S TALK. ABOUT OUR PL AN FOR
E XECUTIVE
SUMMARY
Let’s talk about doing things the right way. Very few companies have done things as
well as Mary Kay. They have been true to
their values, worked hard to deliver quality products, kept up with communications
techniques, used social and digital media effectively, helped empower women and
have done social good with their resources.
However, like many good companies,
while Mary Kay was doing all the right things the world around them was and continues
to change at hyper speed. That change has
created a cultural shift resulting in a consumer cohort that is unlike any before them and for
whom the buying experience is totally different than for any other generation. While much
has changed, some things remain the same. No company can be all things to all people, no product is perfect for every user, not
Our campaign will create...
AWARENESS
Through re-branded consultants, social media interaction, innovative advertising, promotions, and partnership events Mary Kay will be known as the smart choice for the Moderate Millennial
ACCESS
Through the Let's Talk Effortless Beauty App, there are many ways to deliver personalized service. The App offers customers fast ordering options, an automatic refill system, and access to an instant talk button that allows a rep to respond to whatever question or comment the Millennial may have.
PERCEPTION
Through training and certifying IBCs we can alter the perception of Mary Kay as the modern, interactive, trusted product, and information resource with reps who are ready to assist consumers in their purchasing decisions. Let's Talk about Mary Kay and effortless beauty. Let's Talk about the "face" of Mary Kay.
every millennial woman fits the stereotype of the edgy, extreme urban perception
Our research identifies a dominant
We will also...
EXCITE our prospects with the benefits of buying from and becoming a
cluster of “Moderate Millennial “ women
Mary Kay Representative.
Millennial, but whose values and life goals
ENGAGE through interactive events and promotions
who have many characteristics of a are aligned with those of Mary Kay.
ENABLE change the perception and relationship with ISR’s to generate a trusted partner and resource for consumers to value the brand experience.
CAMPAIGN STRATEGY Research makes it clear that Mary Kay products
and pricing are appropriate in comparison to other leading cosmetic brands. Testing assured us that product quality was equal to or superior to most
competitors. However, Millennials tell us that Mary Kay isn't “cool” and that it took too long to receive
the product. We believed the ‘coolness’ factor can be addressed through advertising, promotions,
attitude and being in the right place at the right time.
Given the Mary Kay business model preventing
a traditional “brick and morter” retail process, the
access issue has to be eliminated by creating a a
benefit that supercededes it. We began by asking:
What distinguishes Mary Kay from its competitors?
That answer was clear. Mary Kay offers
a personal relationship with their customers
that other companies do not have through the
Independent Sales Consultant. However, with that answer brought bad news. Our target market's perception of Mary Kay's independent sales
reps is that they are archaic and out-of-touch.
THE INSIGHT
Introduce a young, sassy Modern
Millennial Mary Kay sales rep who
is your trusted friend and confidant,
who answers your questions honestly, who is always available online or by
phone. She has agreed to participate
in training that validates her skills and certifies that she knows what she's
talking about. She keeps your records so you don't buy the wrong color
foundation. She's always there saying,
“Let’s talk…”
LET’S TALK ... ...about the Moderate Millennial.
Key Influences: Cultural
This generation of Millennials is more diverse
RAISED IN CHILD-CENTRIC & AFFLUENT FAMILIES
we see by many marketers and the media.
NOT AS CAREER FOCUSED AS MOTHERS
MARRIAGE & FAMILY A PRIORITY
at all levels than the portrayal of the Millennial
The "Moderate Millennial Base"
According to the Pew Social Trend Studies there is
a potential female Millennial base between the ages of 18-23 of 8,495,939.2 who identify themselves as moderate or conservative in values.
SEEK ADVICE FROM MENTORS & FRIENDS DON’T TRUST ADVERTISING
Key Influences: Technology
Key Influences: Make-up
DIGITAL NATIVES
FASHION & BEAUTY ARE HOBBIES
ALWAYS CONNECTED ONLINE
KEEP UP WITH TRENDS
INFO SOURCES ARE SOCIAL NETWORKS + FRIENDS
MAKE-UP = CONFIDENCE & SELF EXPRESSION
RELY ON SINGLE INFORMATON SOURCE
65% ENJOY PUTTING ON MAKE-UP
MAKE MOST PURCHASES VIA SMARTPHONE
51% ENJOY WEARING DESIGNER BRANDS
ETHNIC DIVERSITY Moderate Millennials Shopping Experience
5% 14% 20% 100%
Online research precedes most purchases.
Want/expect personalized service.
Not fond of shopping malls.
Like to shop online.
Love interactive & engaging events.
Want things visual, not verbal.
Love a cause driven company.
Remember products by design and colors.
Love partnerships & special deals.
Shop in groups.
Moderate Millennials Top Information Sources Fashion Magazines
Retailer Websites
Apparel Brand Websites
Social Media
Fashion Blogs
Store Associates
of moderate millennials
Asian American
African American
Hispanic
Millennial
MARKETING PL AN
Let’s talk...about positioning.
To millennial females between the ages of 18-25, Mary Kay is the
Let’s Talk... ...about the creative strategy. Millennial women think of makeup and skincare as fun and
only cosmetics and skincare brand that delivers modern, quality products with the interactive assistance of a trusted partner
who helps guide them in making purchase decisions while also
providing them with a prospective career and income opportunity.
experimental, but primarily as an important part of self-
expression and confidence. When they have questions, they want the advice of a qualified advisor; a friend that
they trust who will help them make educated decisions.
Our strategy is to re-brand both Mary Kay’s products
and the independent beauty consultants and alter their brand perception among millennial women. We will do
this by redefining the relationship between the customer
and her Mary Kay beauty representative. We will establish the representative as a specialist who solves beauty
problems, answers questions, and helps keep buyers from wasting money on inappropriate and unneeded
beauty purchases. We will increase awareness of the
advantages of both buying and selling Mary Kay products and of the At Play line as an entry portal into Mary Kay.
To help add credibility and trust to the beauty
representative relationship we will introduce a certification training program for consultants:
The ABC’s of the Mary Kay Sales Representative.
A dvising Consultant B eauty Stylist C ertified Specialist
Let’s Talk...about our big idea.
Your trained Mary Kay beauty stylist rescues you from indecision, overspending
and the confusion generated by competitor advertising by initiating an interactive conversation with the target. With a modern, “girlfriend with expertise’ attitude she appears at key decision times for the prospect saying “Let’s Talk.” Each conversation ends with
“Let’s Talk about effortless beauty”
Perceptual Survey
RESEARCH
Let's talk...about research.
Participants were asked to rank make-up brands on a scale of 1-10; 10 being the "coolest" and 1 being the "least cool."
When Mary Kay was compared to other makeup companies
We included one non-make-up brand in the survey.
on a “coolness factor”, research showed it scored lower
than all other brands mentioned, including the non-makeup brand that was included to gauge perceptions.
7.7
MARY K AY FAKE MAKE-UP COMPANY
318
911
SURVEYS
1508
5.7
5.7 5.3
5.1 5.1
37
4.1
FOCUS GROUP PARTICIPANTS
URBAN DECAY
SMASH BOX
GIANNI BINI
REVLON
MARY K AY
MAC
PERCEPTUAL STUDIES
SECONDARY RESEARCH SOURCES
CLINIQUE
208
45
L'OREAL
TOTAL RESEARCH CONTACTS
COVERGIRL
IN-DEPTH INTERVIEWS
5.3
INTERACTIVE RESPONSES
MAYBELLINE
44
6.8
7.1
Let's Talk Twins.
On Nov.19 and 20, 2013, the team conducted a
“Let's Talk Twins" event in the University Center.
The effort involved a blind, side-by-side comparison of Mary Kay makeup vs. that of the two leading competitors with the target audience The team took two sets twins wearing the same types/
colors of makeup and the same clothing. Makeup was applied to each twin by the same makeup artist. Yet, each set of twins had on different
makeup brands. The first twin in each group had on Mary Kay cosmetics; the second twin had on
a combination of Cover Girl and Maybelline. The
types of makeup products applied were: concealer, foundation, blush, eye shadow, eyeliner, mascara, lipstick, and lip-gloss.
The two sets of twins were stationed in the
University Center during the midday high traffic
period. Female students in the target range were asked to evaluate which twin (among each pair)
was wearing the higher-quality product. By using twins in identical clothing, wearing the same
types and colors of makeup, it was hoped that
0
50
100
150
200
250
300
350
the only variable involved would be the products
themselves. Thus, the team would be able to get
objective viewpoints from respondents, sans any biases they may hold regarding Mary Kay or other brands.
182 136 Twins - set 1
162 150 Twins - set 1
TOTAL SURVEYED
Mary Kay Cover Girl /
The majority of the Let's Talk Twins respondents saw no significant difference in the quality of Mary Kay products vs. that of the top two brands among the target audience.
Let's talk Lori Allen.
When Lori Allen from "Say Yest to the Dress"
was on campus, we created a Mary Kay display and make-over bar that was open before,
during, and after her presentation. This event attracted hundreds of millennial females.
They filled out questionnaires, did in-depth interviews, perceptual surveys, and more.
Now let's talk about perception. During an on campus event we asked students
L'Oreal
Mary Kay
to look at competitive advertising without identifying logos. What we discovered is
that when you take the logo away, nobody knows who you are. In our survey 90%
of participants were unable to distinguish the Mary Kay ad from other brands.
haylie photo.
90%
of participants were unable to distinguish Mary Kay ads from other brands.
Covergirl
Maybelline
Let's talk... about test marketing. Our recommendations are proposed on an introductory year test market basis. All proposed changes would be introduced in the key millennial population cities and on the top millennial population college and university campuses around the nation.
Selected locations or testing this campaigns were determined by a multiple factor index including
•Top young millennial female population. •Top enrollment universities for young millennial females. •Geographic regions where make-up is most heavily used and purchases. •Conservative or moderate population bases.
ALE TOP FEM LEGES IAL COL N N E L L I M #1 College of Charleston Charleston, SC #2 Loyola University Chicago, IL
#3 Towson University Towson, MR
#4 Pace University New York, NY
#5 San Francisco State University San Francisco, CA
ALE TOP FEM ITIES IAL C MILLENN
#6 Grand Valley State University Allendale, MI
#7 Quinnipiac University Hamden, CT
#1 New York, NY
#6Jacksonville, NC
#8 James Madison University
#2 Los Angeles, CA
#7Ames, IA
#9 Sonoma State University
#3 Chicago, IL
#8 Lawrence, KY
#10 California State University
#4Dallas, TX
#9Mount Pleasant, MI
#5Houston, TX
#10State College, PA
Harrisonburg, VI
Rohnert Park, CA
Los Angeles, CA
CREATIVE
THE NEW IBC
Let’s Talk...about the ABC’s of Mary Kay
Rebranding and crafting Mary Kay to be the leading brand among millennial
increase the credibility and to create a new, focused awareness of the role the
enhance their selling ability and potential profit.
consumers requires making some changes to the IBC structure. Our plan is to IBC sets in defining the uniqueness of Mary Kay.
Our research indicates consumers feel that IBCs lack the training and
expertise to do more than just sell product. We are convinced that taking
advantage of the sales consultant system already in place and using it to
distinguish Mary Kay from the competition gives us a unique, marketable differential that none of our competitors can match.
Advising Consultant Major Training Phase
After the intial sign up fee of $100, consultants in this phase will: •Receive the starter kit •Complete a Tutorial/Online Knowledge Quiz of Mary Kay •Complete at least 12 months as an AC •Demonstrate five on the spot tutorials •Reach X amount of sales •Have at least 6 hours in community service per year
This plan adds value to consumer perceptions and provides a distinction that
appeals to young Millennials interested in a career with Mary Kay. That Idea will
To validate this process, Mary Kay will partner with the National Accrediting
Commission of Career Arts and Sciences and provide a grant to establish an
optional online testing and accrediting service that will be available to reps that
wish to participate. Cost of the full training cyce will be $500, which can be paid at one time, or in installments from earned sales commissions.
Beauty Stylist In this phase consultants will: •Reach X amount of consisten clients •Be certified in a total of 10 specialties* (see page 16) •Sign up X amount of clients •Be a BC for at least 12 months •Have at least 12 hours in community service per year •Go to a bi-annual seminar in Dallas, TX
Certified Specialist •Sign up X amount of clients •Be certified in all specialties •Have at least 12 hours in community service.
Specialty Training Courses *Our research indicates that Millennial females feel Mary Kay consultants lack credibility and they perceive them as high-pressure sales people. That images is not conducive to the new face of Mary Kay.
•MAKEOVERS
•COLOR CONSULTATIONS
•SKIN CARE SOLUTIONS
•FOUNDATION SHADE MATCHING
•AGE FIGHTING SKIN CARE •MAKEUP APPLICATION •FACIALS •CORPORATE GIFTS •BRIDAL LOOKS •GIFT GIVING •FRAGRANCE AND BODY CARE
•MOTHER-DAUGHTER PARTIES •ON TREND LOOKS FOR YOUR LIFESTYLE
Let’s Talk... about on campus beauty advisors. Because many “Moderate Millennials” are found on
college and University campuses, our plan includes high visibility for Mary Kay on those campuses with high levels of female enrollment. At each campus,
one woman will be chosen to receive a scholarship
and be the university Mary Kay representative. She will not only sell products, but also host special
events, participate in university events, coordinate MK philanthropy on-campus, and serve as a role
BENEFITS + Scholorships for school expenses + Mary Kay product discounts
+ Waved Mary Kay startup cost + Options for post-graduation
employment with Mary Kay
model to help recruit additional sales reps.
SELECTION Active On Campus Sophomore Or Above Live On Campus Gpa Above 3.0 3 Recommendations Able To Work 20Hrs/Week
TASKS
• Pop up MK station in student union • Partnership with on campus charity events • Dorm Storm: spreads word about events in dorm halls and does free makeovers for teh occasion. • Meet & greets with MK Rep with free givaways, product samples, and snacks at various locations on campus. • Promote events using chalk on campus sidewalks • Date Night make-up sessions. • Campus career fairs and MK career promotions
SOCIAL MEDIA Le t ’s Talk ... ... about social me dia .
Let’s talk Mary Kay!
Using social media on mobile devices is one of the Millennial
generation’s favorite activities. Developing interactive activities that promote brand engagement is one of the most important aspects of an effective social media campaign. The best use of social WAKE UP
media for engagement, not including media buys would be:
BUZZFEED GET READY
DRIVE TO WORK/SCHOOL
Daily quizzes are one of the most popular things about Buzzfeed. We propose that Mary Kay develop a MK Make-up quiz of the week. Those who participate would be entered in drawings for Pink
Perk Points that they could use in the Let’s Talk app. •What is your Mary Kay night-out look/ •What color blush should you be wearing? •What's your perfect Mary Kay pink? •Wat Mary Kay lipstick should you buy this season?
MEET FRIENDS FOR LUNCH CALL MOM/SISTER
CLASS/WORK
STUDY TV/INTERNET SET ALARM GO TO BED
•What At Play color matches your personality? •Article - 10 Facts you didn't know about Mary Kay
BLOGS
Mary Kay will invite writers of leading fashion and makeup blogs to become a part of the Let’s Talk About Effortless Beauty advisory panel. Bloggers will be sent product samples and a comparison sheet and asked to return their evaluations to Mary Kay. Participants will also be encouraged to tell their readers about their results. Blogs asked to participate will include: •xovain.com • refinery29.com • theformulablog.com •sheisintheglow.com • nomoredirtyllooks.com •cosmopolitan.com • fashionista.com • ipsydiy.com •hercampus.com
GOOGLE DOODLE
Google doodle for Mary Kay's 51st anniversary.
GOOGLE AD SENSE / AD WORDS
Word search at max of 1,000 hits per day. Bid of $.25 a word. 196 days
Tweets promoting contests & Let's Talk App •Draw "followers" attention by asking questions.
Contests that let consumers post pictures for: •MK Make-up Look of the Month •Montly prize bag of Mary Kay Make-up
Mary Kay page that has make-up tutorials and tips.
Le t ’s Talk ... ... about the Le t 's Talk App. The idea behind the "Let's Talk Effortless Beauty"
campaign and app is that your MK rep rescues you from indecision, overspending, and the confusion often generated by competitor advertising.
This app is modern and has the attitude of a "girlfriend with training and expertise.”
Research shows that it will appeal to Millennial women because this group enjoys getting
advice from "girlfriends" on what to buy or wear.
FUNCTIONS
•Keeps record of purchases and shopping history •Charts colors, specific product categories, and frequency •Auto ship option •Paypal option •Express shipping option •Earn reward points for online purchases •Contact consultants •Place orders •Schedule appointments with consultant •GPS function shows location of nearby consultants •Can scan any makeup product or color and it will match to the Mary Kay equivalent product and color
This fits the Modern Millennials’ attachment to their phones, internet, social media, etc. •Redefines the relationship between the customer and representative by making
a faster, easier, more convenient way of
contacting the rep. and making a purchase.
PINK PERKS
•Reward points earn prizes or participation in drawings To earn points: 1. Check in with IBCs 2. Daily app check-in 3. For every dollar spent online in the app store or through a consultant, a Pink Perk is earned. ($100 = 100 Pink Peks)
•The innovative new multipurpose app for
consumers spawned from the need to simplify the countless apps already on the market.
UNIQUE BENEFITS
•Consumer fills-out questionnaire •Matched with consultants •Partnering with the Mary Kay "Protect Yourself 24/7" program, the App will include an emergency dial button that uses GPS positioning to alert local authorities to your location •Q&A call button to contact an online consultant for beauty problems/questions •Single portal entry to all consumer functions •App includes consultant rep's profile with bio, specialties, certifications, and contact info
Purpose To create awareness of the new Mary Kay certified consultants, enhance app, and build new communications efforts. Following the theme of Let's Talk about Effortless Beauty, Mary Kay brings to it's customers exciting new options and fun giveaways.
EVENTS 1. South by Southwest Activity The Mary Kay Refreshment Lounge March 7th - 16th Purpose For the week, we will host a lounge at SXSW interactive and at the music festival. There we will unveil Mary Kay’s new Let's Talk App and give away a SXSW exclusive code unlocking features of the app early. In the lounge tent, visitors can get special refreshments from our event partners. Specially labeled Vitamin Water bottles, Starbucks Strawberry Frappuccinos, and Special K bars will all feature a Mary Kay wrapper or sticker, and play in our photo booth. Mary Kay will give away mirrored cellphone screen covers and pink Mary Kay sunglasses. Visitors can sign up to win a free makeover for SXSW parties. For the music festival we will be offering makeovers, touch-ups, and giveaways. Communications Goal To associate the brand with current "hot", but engaged products with an inside track to acceptance by key market members. Location Austin, TX
2. National Women's Makeover Month Activity 1 7 Days of Mary Kay March 12th - 18th Purpose: A seven day Mary Kay event in the biggest cities for Millennial Women. It will showcase Mary Kay brand's lipstick and offer an opportunity for women to check out the website. In Larger cities, several giant tubes of liptstick in the signature Mary Kay color will be placed in various locations. Clues will be sent over social media about the location of the tubes. Participants Instagram a picture to Mary Kay social media platforms, featuring them and the lipstick tube and are entered to win a light pink Michael Kors bag with Mary Kay products inside. The idea is that the bag is like the MK Cadillac; it's unique and something to strive for, therefore only 40 (number can be changed) per city will be given out. The location will change every day and a limited number of bags will be given out. Communications goal To raise awareness for the Mary Kay brand. Locations LA, NYC, Dallas, Chicago, Denver, Seattle, Washington D.C., and Austin. Activity 2 Effortless Beauty Tour March
During the campaign kick-off month, an unannounced wrapped van arrives to mid-town or mid-campus areas and parks on the street. Hostesses will give out pink roses, courtesy of Mary-Kay and Teleflora, to women who pass by. Those willing to read a Mary Kay promotional spot will receive a video and still photo of the event. Participants will sign a release for the photos and videos, which may be posted by MK on Instagram and/or streamed nationwide on interactive outdoor and MKTV outlets. Those who participate will receive a giveaway bag of Mary Kay samples, a discount card for Mary Kay Starbucks Frappuccinos, and a chance to win one of five Samsung Galaxy phones to be given away at each stop. All participants at these locations will be entered into a grand prize drawing for a year’s supply of Mary Kay products. The Effortless Beauty Van will visit each of our key cities, or one of our key campus locations for one day during the workweek. The brightly wrapped truck will feature the logos of Mary Kay, Samsung, and Tele-Flora.
Mary Kay ISRs will be asked to serve as hostesses in each venue and distribute literature about Mary Kay and the ISRs opportunities. The event will begin with interactive billboard announcements of the Mary Kay Instagram contest, mobile text messages being sent out to customers, and distribution of flyers. The wrapped van will have a sound-system that will make announcements in the main areas of each city. Communications goal To raise awareness of the new position and opportunities available through the Mary Kay brand and continue its partnership with popular products associated with Millennials. Locations Top ten cities for Millennial females; top 13 college campuses.
3. Pink Strikes Back
Activity Dating & Domestic Violence one day event and 7 days of training - September Purpose Provide awareness of Mary Kay’s philanthropic focus on dating and domestic violence against women. Mary Kay will partner with Century Martial Arts and the National Women’s Martial Arts Association to provide on-campus martial arts training for female students. These events will be coordinated by Mary Kay’s on-campus reps. Training will be held in the early mornings and late afternoons for 7 days outside on campuses. Trainers will use elevated stages and sound-systems. The goal is to gather as much news coverage and public awareness as possible for the project and Mary Kay’s sponsorship. Instructors will donate their services. Century Martial Arts will provide Mary Kay with pink headbands
and tee shirts. Donations will be accepted for local women’s shelters.
4. Beauty Drive
Publicity packets and event guidelines will be provided.
Activity Give the Gift of Effortless Beauty November
Communications Goal To earn significant media coverage through photos and videos of hundreds of women in pink tee shirts and headbands practicing martial arts on college campuses and across the nation.
Purpose On-campus representatives will sponsor a “Buy-OneGive-One” event for their customers. They will ask customers to purchase product (at cost) to donate to women in battered women’s shelters during the winter holidays.
Locations Top 13 college campuses
Reps will set up signs and collection bins on campus and coordinate partner events with organizations such as Suited for Success. Communications Goal Philanthropic event. Locations Campuses nationwide.
4.Women's Shelters Support Activity Clothing Sway / Donations May
Purpose Clothing swap/donation for women’s shelters. All drives in the form of a sidewalk thrift store. All the money goes to Dress for Success as a sponsor. Communications Goal Philanthropic event. Locations Campuses nationwide.
Teleflora
PARTNERSHIPS
Name and logo on tag attached to gift roses. Name used on The Bachelor. Name on van, interactive outdoor, publicity, MKTV exposure. Mary Kay pays .20 on each donated rose during tour (12,000 pink rose purchase).
Samsung Co-sponsor of the traveling Effortless Beauty Tour and photo/video entries. Product interaction and hand-held use with prospects. Interactive outdoor sign publicity; MKTV exposure. Instagram exposure.
Starbucks Mary Kay provides Starbucks Pink Lips cups for Pink Strikes Back Week. Introduced at South by Southwest. Discount Cards. Mary Kay provides all cups for promotional sale and pays cost for frappachinos redeemed using give-away cards.
NBA Wives Club Mary Kay will provide make-up and make-up artists to assist NBA Wives groups with their spring Night at the Prom event to assist lowincome young women go to prom looking their best.
Vitamin Water Special pink labels for SxSW and other special events paid for by Mary Kay. Full signage and partner position at SxSW and van tour. Mary Kay pays .05 for up to 1,000,000 giveaway bottles.
Special K Pink Strikes Back at Domestic Abuse stickers. Bars will be given at SxSW Refreshment Lounge and at on-campus events. Mary Kay will print the stickers for pruduct in exchange for the positive publicity.
Michael Kors Partner for Flash Fashion and pink make-up bag Instagram event.
Century Martial Arts Provide pink headbands and shirts for Pink Strikes Back for full signage, publicity, and partnership status.
National Association for Women's Self Defense Training Partners in mass self defense training for college women - provides trainers in exchange for full-publicity.
National Accrediting Commission of Career Arts & Sciences Partner in establishing accreditation exams and process for Mary Kay beauty consultants. Grant for establishing and maintaining accreditation process.
PopSugar "Pink Box" Mary Kay & Susan G. Komen will co-sponsor a PopSugar "Pink Box" to benefit both breast cancer and efforts against domestic violence. Mary Kay will provide samples and share other costs.
Susan G. Komen Partner of PopSugar "Pink Box"
MEDIA Le t ’s Talk ... about our me dia plan.
Developing a media plan that delivers
successful advertising to Moderate Millennial females is not an easy task. Although they
share many traits and engender memories of previous generations, predicting how
they use traditional media is challenging.
MEDIA OBJECTIVES
•Select media that provides an opportunity to portray the new, young and helpful face of Mary Kay and their sales consultants. •Pulse advertising message delivery from March 2015 - March 2016 with peak impression periods prior to campaign introduction and key events. •Focus message impact on key millennial residency locations and targeted university communities to have maximum impact on the core consumer target.
to deliver the target with a minimal blend of traditional media in specific placements. •Prioritize spending on interactive two-way media and relationship building events with limited involvement in one-way communication. •Deliver a reach of 85% and a frequency of 5 to target market members living within specified market. •Utilize 8,000,000 to purchase media exposure during the initial campaign market trials.
•Use primarily digital and non-traditional media
Digital natives want their information
on-demand and available on numerous
platforms and are successfully reached by mobile, out-of-home, guerrilla, and events.
Although frequently on the go, the target is
sometimes dedicated to selective television viewing events and will occasionally sit down with a traditional print magazine.
This plan deals with all of these eccentricities
by concentrating message delivery toward the Moderate Millennial female who lives in major Millennial cities or university communities.
MEDIA STRATEGIES
•Utilize dedicated broadcast and digital options to provide detailed product comparisions, guidelines and consumer service using our existing network of ISR's to drive traffice to sites. Maximize the increasing presence of millennial women online and be aggressive about being there when they seek product information. Provide a mobile app that is unequaled in order to take advantage of mobile growth. Utilize print vehicles with promotions and unique, buzz creating executions.
Focus much of the communication budget to earn publicity and word-of-mouth that are influential with our consumer base. Stress the enhanced certification program in order to build trust and credibility with prospects who tend to lack trust in sales representatives. Focus media attention on creating a strong base within areas where our targeted moderate millennial is population dense in order to build secure foundation for campaign expansion.
banne r ad haylie photo.
Le t ’s Talk ... about our me dia tactics.
MAGAZINES •Cosmopolitan and PInk Mary Kay Samsung contest.
•Video-in-print insertions to key cities in first campaign ad.
•Seventeen ads and Michael Kors bag contest. 4C, 3/4 page, 8 times
LEASED CABLE STATION
Set-up an independent Mary Kay Effortless Beauty cable channel fully programmed by existing videos, contributions from ISR’s and consumers. Take advantage of our unique opportunity to drive viewers with reference in existing publications and through ISR network.
ISPTV – MARY KAY CHANENNELS ON: Provides exceptional access to viewers and name recognition to those who are not viewers.
OUT-OF-HOME •Interactive digital billboards in 2 locations in each of the top 10
millennial female cities.
•Run for twelve days each month.
• Google TV • Apple TV • Roku
Impementation/maintenance/operation through Streammoter, Toolson-Air, Playbox, and Globecast. Set-up and monthly fees for 1 year.
BROADCAST TELEVISION
The Bachelor: Participating Sponsorship. •First Rose becomes a Pink Rose by Mary Kay partnering with TeleFlora.
•Mary Kay provides all makeup for contestants and a make-up artist and one mention per show four times during the season.
Say Yes to the Dress: Participation
•Mary Kay in partnership with TeleFlora gives each show participant a Pink Rose and a bridal makeover. •Participants who wish can compete to win a Mary Kay “Pink Wedding” •Viewers vote for winner •Mary Kay pays for pink ceremony, reception and a honeymoon at the famous Royal Hawaiian Hotel, in Waikiki Beach, Honolulu known as "The Pink Palace of the Pacific."
INTERACTIVE DIGITAL MEDIA •The Mary Kay "Let's Talk" app. The whole idea behind "Let's Talk" and the 24/7 app is that your MK Rep rescues you from indecision, overspending, and confusion often generated by advertising from our competitors. The app is modern and has the attitude of a "girlfriend with training and expertise." Research tell us that our redifined app will appeal to millennial women because they like getting advice from "girlfriends" on what to buy or wear and because it fits the modern millennial attachment to their phones, internet, social media, and digital media.
BUDGET
CAMPAIGN EVALUATION POST-TEST CAMPAIGN Recall and recognition tests will be conducted in the key focus markets following the campaign.
CONCEPT TESTING Before release of advertising members of the target market were exposed the executions. Respondents indict that they found the ads “different from the rest”, fun, engaging and informative.
•STARCH testing
•Robinson's In-Tele-Test
•Gallup Test
•Google Analytics
This will specifically asses effectiveness of social and digital media use.
Participants were also exposed to competitive advertising without logo identifications and asked to identify the ads by brand name which 90 percent of them could not do. Participant were also asked to provide a perceptual word response to the brand logo of competing brands and to do the same for Mary Kay. Mary Kay’s brand scored lowest with respondents indicating low awareness ad little knowledge of the products.
CAMPAIGN METRICS Based on a core projected base of 8,495,939 Millennial females ages 18-25, who identify themselves as moderate or conservative and who are located in our target ten cities and/or 13 key universities; utilizing a nonessential competitive product category awareness to sales conversion rate of 0.01 we project acquisition of an additional 254,878 Mary Kay customers which would equate to a cost per aquisition of $39.23.
MID CAMPAIGN EVALUATION Concurrent Testing During the campaign, surveys will be provided to millennial women, both users and non-users of the product. These will be delivered through sales reps and completion will be rewarded with pink Point and/or product samples. The purpose will be to asses and revisit in perception and awareness and to permit any tweaking of creative deemed necessary.
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MEDIA CALENDER
TRAD.MEDIA
NETWORK TV ABC THE BACHELOR CABLE TLC – SAY YES TO THE DRESS LEASED CABLE: MARY KAY TV
ISPTV APPLE TV ROKU GOOGLE DIGITAL TV HULU MAGAZINES COSMOPOLITAN SEVENTEEN OUT-‐OF-‐HOME DIGITAL INTERACTIE SOCIAL/DIGITL BUZZFEED GOOGLE-‐DOODLE TWITTER INSTAGRAM GOOGLE ADS PINTEREST FACEBOOK BLOGS
MARY KAY MEDIA CALENDAR
MARCH APRIL MAY JUNE JULY AUGUST SEPT OCT. NOV. DEC JAN FEB MARCH
Campaign Average Target Reach: 85 Campaign Average Frequency: 4 (Traditional Media)/Non-‐Measured Media -‐ TBD
APPENDIX A - SECONDARY CITATIONS Armoudom, P., & Ben-Shabat, H. (2012). Beauty: Only as Deep as the Customer Experience. Retrieved from http://www.atkearney.com/documents/10192/411421/Beauty-Only_as_ Deep_as_the_Custom er_Experience.pdf/8290af55-fe14-4471-9fb0-183fd83ba922 Author Unknown (2008). Clinique Marketing Diary. Retrieved from http://cliniquediary.blogspot.com/ Bakri, Mimi (2013). Olay Marketing Plan. Retrieved from http://www.studymode.com/essays/Olay-Marketing-Plan-1479396.html Bhasin, Kim (2011). The 20 Brands With the Most Loyal Customers. Retrieved from http://www.businessinsider.com/brand-loyalty-customers-2011-9?op=1 Brand Directory (2012). Top 50 Cosmetics Brands 2012. Retrieved from http://brandirectory.com/league_tables/table/top-50-cosmetics-brands-2012-2012 Brand Finance (2014). USA 100. Retrieved from http://brandfinance.com Deal Locker (2014). Mary Kay. Retrieved from http://deallocker.com/coupon/marykay.com/ Dockus, Kristi (2014). What Women Want: Effectively Marketing to Women. Retrieved from http://www.diversitybusiness.com/news/diversity.magazine/99200829.asp Ejiofor, M. (2006). World’s Best-Selling Makeup. Retrieved from http://www. forbes.com/2006/02/08/best-selling-cosmetics_cx_me_0209feat_ls.html Euromonitor International (2013). Beauty and Personal Care in the US. Retrieved from http://www.euromonitor.com/beauty-and-personal-care-in-the-us/report The Food Institute (2012). IRI Times and Trends. Retrieved from http://www.foodinstitute.com/iri/T&TJune2012.pdf Fromm, J., & Cohen, C., & Vodicka, G. (2014). For Millennial Women, Beauty is Fun. Retrieved from http://millennialmarketing.com/2012/08/for-millennial-women-beauty-is-fun/ Kempfer, Andrea (2013). The Makeup of Millennials’ Beauty Routine. Retrieved from http://blog.lab42.com/the-makeup-of-millennials-beauty-routine Luxury Institute LLC. (2011). Luxury Brands. Retrieved from http://luxuryinstitute.com/blog/?tag=luxury-brands Mary Kay (2014). Clear Proof Acne System Trial Set. Retrieved from http://www.marykay.com/dmumpower/en-US/Skin-Care/Clear-Proof-Acne-System-The-Go- Set/10058968 partId?eCatId=10026 Mary Kay (2014). Connect With A Beauty Consultant. Retrieved from http://www.marykay.com Mary Kay (2014). Lip Gloss Handout. Retrieved from http://www.pinterest.com/pin/377106168768446730/ Mary Kay (2014). Social Responsibility. Retrieved from http://www.marykay.com/en-US/About-Mary-Kay/SocialResponsibility/Pages/default.aspx Mary Kay (2014). Time Wise Miracle Set. Retrieved from http://www.marykay.com/dmumpower/enUS/Products/_layout s/MaryKayCoreCatalog/ProductDetails aspx?ProductId=100753&cid=std_hp_twmiracleSet National TV Spots (2014). Network Demographics. Retrieved from http://www.nationaltvspots.com/ntvs-networks/ntvs-network Nielsen (2012). State of the Media: Advertising and Audiences Part 2: By Demographic. Retrieved from http://nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/ nielsen-advertising-audiences-report-spring-2012.pdf The NPD Group, Inc. (2013). Gen Y Women Begin Fighting the Signs of Aging Skin. Retrieved from https://www.npd.com/wps/portal/npd/us/news/press-releases/gen-y-women-begin- fighting-the-signs-of-aging-skin/ Petersen, Lainie (2014). How Does Cosmetics Advertising Work? Retrieved from http://www.wisegeek.org/how-does-cosmetics-advertising-work.htm Poon, P., Albaum, G., & Chan, P. S. F. (2012). Managing trust in direct selling relationships. Marketing Intelligence & Planning, 30(5), 588-603. doi: 10.1108/02634501211251070 Promotion Code (2014). Mary Kay. Retrieved from http://www.promotioncode.org/MaryKay Ramirez, Sherry (2014). Mary Kay Core Catalog. Retrieved from http://www.marykay.com/sherryramirez/en-US/_layouts/MaryKayCoreCatalog/CategoryPage. aspx?dsNav=N:4294967242 SyncForce (2014). Rankings per brand. Retrieved from http://rankingthebrands.com/Brand-detail.aspx?brandID=1980 Television Bureau of Advertising, Inc. (2013). Social Media. Retrieved from http://www.tvb.org/media_comparisons/266208 Television Bureau of Advertising, Inc. (2012). TV Basics. Retrieved from http://www.tvb.org/media/file/TV_Basics.pdf
MEDIA RESEARCH REPORT The Beauty Company (2013). TBC’s Beauty-by-the-Numbers Infographic Series. Retrieved from http://www.thebeautycompany.co/company/library/hba.php Companies and Markets (2013). Mary Kay Inc. – Strategic Analysis Review. Retrieved from http://www.companiesandmarkets.com/Market/Consumer-Goods/Company-Profile/Mary-Kay- Inc-Strategic-Analysis-Review/RPT800430 Euromonitor International (2013). Mary Kay Inc. in Beauty and Personal Care. Retrieved from http://www.euromonitor.com/mary-kay-inc-in-beauty-and-personal-care/report Hearst Communications, Inc. (2014). Enter the Mary Kay Fall Into Your Beauty Sweepstakes. Retrieved from http://www.seventeen.com/sweepstakes/19655 Hearst Communications, Inc. (2014). Fall Into Your Beauty Spa Day Sweepstakes. Retrieved from http://www.cosmopolitan.com/sweepstakes/20125 Hearst Communications, Inc. (2014). Free Lip Gloss Giveaway. Retrieved from http://www.seventeen.com/sweepstakes/24673 Mary Kay (2013). College Tour Fall into Your Beauty Wrap Up 2012. Retrieved from http://www.youtube.com/watch?v=jYwJ9YMPof0&feature=youtu.be Mary Kay (2014). Next Week We’ll be kicking off the 2013 Fall! Retrieved from https://www.facebook.com/MaryKay Raghavendra, K., & Viveat, S. P. (2012). Top Cosmetic Brands Shine Online. Retrieved from http://www.business-standard.com/article/technology/top-cosmetic-brands-shine-online-112021000057_1.html Raghavendra, K., & Viveat, S. P. (2012). Top Cosmetic Brands Shine Online. Retrieved from http://www.business-standard.com/article/technology/top-cosmetic-brands-shine online-112021000057_1.html Spanish Foundation for Science and Technology (2011). Do we buy cosmetics because they are useful or because they make us feel good? Retrieved from www.sciencedaily.com/ releases/2011/07/110721095846.htm Thomas, M. (2013). Makeup trends. Retrieved from http://www.huffingtonpost.com/tag/makeup-trends Walter, Ekaterina (2012). The Top 30 Stats You Need to Know When Marketing to Women. Retrieved from http://thenextweb.com/socialmedia/2012/01/24/the-top-30 stats-you-need-to-know-when-marketing-to-women/#!zduTx