Point Park University School of Communication IMC Capstone Campaign

2014

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Table of contents

Executive Summary

Agency IdentityObjectives and Situation Analysis

Research

Target Market

Creative

BeautyBox

Social Media

Interactive & Mobile

Public Relations

Media

Budget

Evaluation

Similar to Mary Kay Ash, we at The Idea Pantry are dreamers. In 1963, she invested her life savings of $5,000 into her dream--Mary Kay Cosmetics. In the years since, that dream has grown into a global corporation that is invested in something even bigger – its commitment to making all women feel important, empowered and beautiful. The passion Mary Kay Ash put into her company is a passion we at The Idea Pantry Share. Looking to expand the brand, Mary Kay expressed the need for a national marketing campaign that can be leveraged to Independent Beauty Consultants and will engage female Millennials. Using our own brand of originality and elegance, The Idea Pantry created a fully integrated campaign that appeals specifically to this untapped market of Millennial consumers and IBC’s. Our campaign infuses Mary Kay’s core values and product line with the interests of the Millennial woman. Using a combination of traditional advertising, new media, social media marketing and a unique re-branding strategy, we have dreamed up a detailed plan to help Mary Kay reach a new demographic, all while never losing site of Mary Kay Ash’s original vision.

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At The Idea Pantry, we have one mission: to provide brands with all of the necessary ingredients to cook up impactful campaigns. The Idea Pantry is a collective of likeminded, creative professionals bound by a passion for communicating. We are dreamers, problem solvers, and forward thinkers who don’t shy away from a challenge. We believe in the power of a great idea and subscribe to the notion that good just isn’t good enough. Our ideas bring people together and set brands apart. And, to us—that’s what advertising is all about.

Objectives

Situation AnalysisThrough our primary research we at The Idea Pantry have determined that women ages 18-25 know very little about Mary Kay.

Although those who have tried Mary Kay were highly satisfied with the product and the personalized experience, Millennials are reluctant to make the switch from purchasing cosmetics in a store to purchasing from an IBC. Overall, there seems to be a lack of an opinion about Mary Kay within our target market.

This gives us the opportunity to make the perfect first impression with Millennial women by showing them that Mary Kay is a dynamic company with high-quality products.

Make the right first impression.Increase awareness of Mary Kay among women age 18-25 by 30%, and establish Mary Kay as their new brand of choice for cosmetics.Promote a positive opinion. Demonstrate Mary Kay’s commitment to high quality products and strong core values to mold positive perception with the MillennialsIncrease market share and sales among Millennial women.Increase new customers by 15% and Beauty Consultants by 10% within our target market. This will increase the number of loyal, life-long customers.

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SWOTRE

SEAR

CHCompetitor AnalysisOther IBC CompaniesAvon (Marc)• One of the most popular IBC companies • Highly philanthropic • Sells makeup, accessories, clothing and

homegoods

Store Brands Maybelline• Recently released several new products• Official makeup sponsor of Mercedes-Benz

Fashion Week

Clinique, Member of Estee Lauder • Sold only in high and department stores • Has a partnership with Allergan, which is

the maker of Botox

Strengths:

Well-KnownPriced well

Loyal customersGood quality

Wide product rangeTest before you buy

Stable companyStrong business opportunities

Involved in charities

Weaknesses:Older demographic reputation

High price perceptionDifficult for first time buyers

PackagingSocial media presence

“Mother’s brand”

Opportunities:Social mediaAdvertising

Career opportunitiesEarned media coverage

Social responsibilitySet a new trend

New makeup lineNew products

Threats:Animal testing in China

AvonOther make-up companies

Bash websites

Secondary Research

Social Media

1. YouTube2. Facebook *3. Instagram

4. Twitter

5. Pinterest

6. Snapchat

7. Tumblr

*most favored brand interaction platform

Most Popular Of our target market....

98% use social media on a daily basis

89% use Facebook daily

83% of our target market has smartphones and are

constantly connected

67% use social media to interact with brands

61% think social media is the “new power of youth”

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Primary ResearchWe held 2 focus groups that

included 21 women between

the ages of 18 & 23 with the

median age of 20 years old.

What influences their purchases?• Try before you buy• Price• Referrals from friends• Brand loyalty• New products• Impulse buying• Sales

8/21 women had used Mary Kay prior to the focus group

Focus Groups

What style of makeup do they like?

What do they look for in the packaging design?

Dark and metallic for special events

Nudes and basics for everyday wear

Black & White

Eyecatching logo design

SurveysWe conducted 3 surveys that

included over 300 women

between 18 and 25 years old.

Thoughts on MakeupOur focus groups claimed to use between 4 and 8 beauty products in the morning.

Makeup makes them feel....• Attractive• Professional• Confident

Ideal PriceOne product

Face care$5$10

Thoughts on Mary Kay

They said that they would be more likely to attend a Mary Kay party if they knew and liked the IBC.

“I think of older women, poor quality, and a bunch

of pink cars.”

“I love the price of the products, but I just wish they were

easier to get.”

“It reminds me a lot of Tupperware parties.

Outdated.”

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Target Market

Sophie Age: 18Sophie is a senior in high school in a subur-ban community. She’s the captain of her dance team and enjoys performing at football games, shopping with her friends and attending school functions. Even though Sophie has a part time job, her parents still pay for all of her necessi-ties so she can save her money for college. Sophie usually buys most of her products from department stores and Sephora. She is mainly looking for bright colors that will make her stand out and complement her style choices. Sophie frequently uses Facebook, Instagram, Twitter and Pinterest and loves to interact with brands this way. One of her friends started selling Mary Kay makeup to save up for college, and Sophie is considering doing the same.

MadisonAge: 21 Madison is a junior communications student at a downtown university. Madison keeps busy throughout the day with going to class, work-ing at her part-time job, studying and hanging out with friends. She used to wear much more makeup when she was in high school, but after a few years of college she now prefers a more natural look. Madison frequently skips all makeup and just uses cleanser and mois-turizer. Time is a big part of why Madison frequently skips her beauty routine and she only puts on a full face of makeup for special events like interviews, class presentations, going on dates or out with friends. She heard about Mary Kay makeup on campus and de-cided to give some of the skin care products a try. She’s even thinking about becoming an IBC herself for some extra cash!

KayaAge: 24After graduating college Kaya was lucky enough to land a full-time job at an account-ing firm. Kaya moved to a new city to take this job and is getting settled into her pro-fessional adult life. Even though Kaya loves makeup and appreciates quality, she tends to go for cheaper brands now that she is on her own. Between rent, student loans, and other costs Kaya has to be cautious about how and where she spends her money. When Kaya’s close friend started to sell Mary Kay she was skeptical but decided to go to her first Mary Kay party. After trying out the products, she fell in love with the brand and how affordable and high-quality the products are.

The Millennial Generation is a unique and diverse group. Through our research we learned that our Millennial women undergo a rapid transformation between the ages of 18 and 25. As a result, younger Millennials and older Millennials vary in terms of maturity, worldview, lifestyles and—most importantly to us—make-up preferences.

Our younger women, between the ages of 18 and 21, are experiencing the first taste of independence as they leave high school and begin college or their career. Although they are interested in skin care, this group is more excited by bright colors and bold looks when it comes to their makeup. They are interested in fashion and see makeup as a way to enhance their style—whether it’s going to prom, school or out with friends.

The older end of our target, between the ages of 22 and 25, are undergoing a different but equally dramatic life change. This group is working hard to finish up college, starting their first jobs and looking forward to their new and exciting adult lives. They are more interested in skin care and a more natural, professional look. These women tend to be busy juggling school, jobs, family and social lives and don’t have much time in their morning schedules to devote to their beauty regimen.

Meet the Millennials

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Big Idea: Individuality

MARILYN: The Daughter Brand

Outgoing, professional, quirky, sporty, trendy, reserved, creative, edgy, modern. Just think of all the adjectives a young professional could use to describe herself. She might choose one style or she might choose fifteen. But the beauty of it is that every woman is unique. We get that- and then some.

Our Big Idea is to create an extensive, individualized and perfectly customizable daughter brand to accommodate and celebrate our target’s individuality and every woman’s unique beauty.

To embody this idea of individuality, we wanted to come up with something new—something exciting and appealing—while also staying true to Mary Kay’s roots, culture and core values. With those values in mind, we created a “daughter brand,” specifically tailored to the 18-25 market and inspired by Mary Kay Ash’s daughter, Marylyn.

Spelled “MarIlyn” this brand will emphasize the Individual. The Marilyn by Mary Kay product line is diverse, giving women the opportunity to incorporate their own unique style into their beauty routine using the Marilyn products. Marilyn embodies any woman and every woman. The brand represents the individuality in our target that we are trying to appeal to and also fits elegantly into the established Mary Kay family and brand. At The Idea Pantry, we believe that Marilyn will serve as a successful gateway for the Millennials to start purchasing Mary Kay products. Once the young women that we are targeting fall in love with Marilyn, they will want to see what else the Mary Kay product lines have to offer. This gives these women the opportunity to grow with the Mary Kay company.

Marilyn is fun. Marilyn is young. Marilyn is edgy. Marilyn is professional. Marilyn embodies any woman and every woman. Marilyn represents the established Mary Kay family and brand.

Tagline: “Your Own Kind of Beautiful”We want to communicate the idea that our new brand, Marilyn, enhances, evokes and embodies each woman’s individual beauty.

The product line is broken down in a way that gives our consumers the power to authentically customize their personal beauty regimen for “their kind of beautiful.” We understand that no two women are alike, and that’s exactly how we want our consumer to feel—like one in a million.CREA

TIVE

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Introducing some looks from the new MARILYN lineThe Bold Look

The Natural Look

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If she’s headstrong, a little mysterious and exudes confidence—the bold look is for her. When she walks into a room she commands attention and leaves everyone around her enthralled by her powerful presence. She is not afraid to speak her mind and offer an idea. The Marilyn Bold Look allows her to highlight her unique beauty any way she wants.

Featured in the Bold Look:Lipstick: Dark Ruby RedEye Shadow: Smokey Charcoal Eyeliner: Black

If she’s down-to-earth, friendly and self-assured—the natural look is for her. When she walks into a room people are drawn to her laid-back charm and “girl next door” style. Don’t mistake her calm for indifference though. She seeks adventure and vitality in everything she does. The Marilyn Natural Look allows her to enhance her inherent beauty without masking it.

Featured in the Natural Look:Lip Gloss: Hint of PinkEye Shadow: Natural BrownEyeliner: Brown

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The Professional Look

The Daring Look

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If she’s an edgy, adventurous trendsetter who is comfortable in her own skin—the Daring Look is for her. When she walks into a room her poised confidence leaves people wondering how she manages to be so calm, cool and collected. Always the leader, she never shies away from a challenge. The Marilyn Daring Look allows her to spice up her makeup and experiment with new products and colors.

Featured in the daring look:Lipstick: Rosy RedEye Shadow: Subtle SilverEyeliner: BlackBlush: Tulip Pink

If she is strong, driven and empowered in her career—the Professional Look is for her. When she walks into a room she demands instant respect. She shines in the workplace and always leads the meeting. She is fierce but refined with just the right amount of ambition to pave the way to success. The Marilyn Professional Look lets her express herself and create the perfect workday palette.

Featured in the Professional Look:Lip Gloss: Natural RedEye Shadow: Smokey BrownEyeliner: Brown

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Print

With our print ads we seek to show the new, chic look of the Marilyn line. The line is built around bold individuality and putting creative power in the hands of the woman. The fold out ad is an unconventional but eye-catching approach to advertising that will assuredly draw any readers in. Featuring a large cut out “I” readers will at first only see a small glance of the picture that lies beneath a simple line of copy saying, “your own kind of beautiful.” Upon opening the ad they will be shown a model in full Marilyn makeup, but unlike many makeup ads, she is real. To the right of the image is a simple line of copy that reads, “no longer the canvas, but now the artist.” A bold line telling women they are in control of their beauty, not the other way around. A picture of the products will be shown at the bottom of the page and contact information at the top, but most of the focus is drawn towards the short but powerful statement of individuality.

These 3 print ads will run for 12 months in Teen Vogue and Elle.

Magazine

Ad 1:Ad 1 will have a focus mainly on the eye and lip area of the model which will be seen through the “I.” When the reader sees the little bit of the image that is uncovered they will pull the page and discover a full page ad underneath revealing a full faced model in Marilyn makeup with products displayed at the bottom.

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EYE LINER

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MAR LYN M

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NO LONGER THE CA N VA S

BUT NOW THE A R T I S T

M A RY K AY . COMFIND AN INDEPENDENT BEAUTYCONSULTANT NEAR YOU AT

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Ad 2:Ad 2 will have the same concept with the lips and one eye seen through the “I.” When the reader sees this image they will be intrigued to reveal the rest of the full page ad underneath.

Ad 3:Ad 3 is similar to the first 2 except that the picture was taken from farther away so that half the face is showing through the “I.” It can be lifted up to reveal her full face.

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MA RY K AY . COM

NO LONGER THE CA N VA S

BUT NOW THE A R T I S T

FIND AN INDEPENDENT BEAUTYCONSULTANT NEAR YOU AT

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EYE LINER

MAR LYN

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NO LONGER THE CA N VA S

BUT NOW THE A R T I S T

M A RY K AY . COMFIND AN INDEPENDENT BEAUTYCONSULTANT NEAR YOU AT

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Spotify & Pandora Ad

The web banner ad is designed to be as simple, yet eye-catching as possible. Featuring two separate parts the banner will be automated, first showing eyes wearing Marilyn product. To the right of these will be our “I” emphasized Marilyn logo. Next, as if the eye is panning down the face, the viewer will see lips, again in Marilyn product, this time accompanied by copy telling them of the new product made by Mary Kay. The ad will be a direct link to the website and will unquestionably bring attention to the Mary Kay website.

It seems everywhere I turn I’m being bombarded with messages about how I should change my

appearance—reasons why I should cover myself in product and conform to someone else’s idea of beauty.

What they don’t understand is that it’s my individuality, not conformity, that makes me beautiful.

Marilyn is a line of makeup designed to let me be my own kind of beautiful. It gives every woman the ability

to be the artist of her own look—not the canvas for someone else’s.

Marilyn. Your own kind of beautiful.

Web Banner

M A R LY NTHE ALL NEW PRODUCT LINEBY:

MAR LYN

M A R LY NTHE ALL NEW PRODUCT LINEBY

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YouTube Ad

With our YouTube ad, we push the idea that wearing Marilyn will allow you to ex-press your own kind of beautiful, not the kind that traditional makeup companies try to push on today’s consumers. The reason Woman #2 is pretty is because she is showing her own beauty enhanced with Marilyn. Woman #1 is the poster child for other makeup brands that are not driven by values. This ad promotes individuality just as much as it promotes the values of Mary Kay as a whole.

Setting: A crowded, busy city street on a gloomy day – the picture is black and white.

Shot: 1Video opens with an image of a very beautiful woman – woman #1 – she seems standoffish and cold.

Shot: 2Woman #1 is attempting to catch a cab to no avail. She is becoming visibly angry.

Shot: 3Camera pans to a different woman – woman #2 – who is now in full color while the rest of the scene is still in black and white. This woman is dressed simply, but still has a striking and radiant look about her.

Shot: 4 Woman #2 successfully hails a cab on her first attempt, to the chagrin of Woman #1. Sensing her frustration, woman #2 gives her taxicab to woman #1, who immediately changes her demeanor.

Shot: 5Woman #1 sits down in the cab and closes the door. Before the car drives off, woman #2 tosses a container of Marilyn lipstick to her through the window.

Shot: 6Woman #1 picks up the lipstick and the camera focuses on the Marilyn label. As she applies the product, she is transformed into full color, and the cab pulls away.

Shot: 7 Woman #2 easily hails another cab, and as the vehicle approaches, the camera focuses on the taxi-top advertisement – an advertisement for Marilyn by Mary Kay.

Shot: 8Scene fades to black behind the advertisement until only the Marilyn by Mary Kay logo is left. Text appears on the screen that reads, “Your own kind of beautiful...” MAR LYN

Your own kind of beautiful

MAR LYN

BeautyBoxBeautyBox

BeautyBoxBeautyBox

MARILY

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MARILYN

Your personal Beauty Consultant is...

Want more?So you’ve found a product you love! Contact your Beauty Consultant and put in an order for the products you want.

So now you have the products but maybe you need help figuring out how to use them. Maybe you just need help finding the product that is just right for you. Maybe you were looking for a specific item that was not included in your BeautyBox. Connect with an Beauty Consultant for a personalized beauty consultation.

Need Help?

Card Back:

Jane DoeJaneDoe@gmail.com

(412)-444-4444

Personal website:JaneDoe.MaryKay.com

Who referred you?Type your zipcode to find IBCs near you:

Or type the name of your IBC:

Would you be ok with an IBC emailing you to follow up?

Yes No

Would you like to automatically renew for a BeautyBox of next month’s newest

products?Yes No

Choose the hair color closest to your own

Choose the skin tone closest to your own

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Introducing the new BeautyBoxWhat is the BeautyBox? Our consumer is new to Marilyn. She’s not sure what to buy, she’s pressed for time and she hasn’t had much experience with buying from an IBC, which can be a little intimidating. BeautyBox, which includes sample size skin care and color products, gives her a way to ease into the process by purchasing Marilyn online. BeautyBox is completely customizable to fit every woman’s individual beauty and is the perfect introduction for new customers to the brand.

What comes inside the BeautyBox?• A cosmetics bag full

of samples tailored to her preferences.

• Promotional materials, catalogues, information etc. to facilitate her purchasing more products in the future.

• IBC Contact Cards that direct her to a local IBC to buy the products she likes.

How does she customize the BeautyBox? • An online quiz (page 17), which can be found on the

Marilyn website, determines the contents of the BeautyBox she receives.

• This quiz covers style preferences, color preferences, skin care preferences and her overall beauty regimen.

How does she buy BeautyBox?1. She takes the BeautyBox quiz. 2. If she already has one, she enters her IBC’s name when prompted. IBCs have the opportunity to earn incentives for recruiting new beauty box customers. These incentives could include purses, laptops, and even vacation packages. If she doesn’t have an IBC, she enters her zip code to select one in her area. The IBC’s information will be included on a card in the box so that the customer can make contact and begin their Mary Kay relationship. 3. She is asked if she would like to be contacted by an IBC. If she answers yes, her name, phone number, and email address will be sent the IBC she entered as her “reference.” The IBC will call or email to check in with the customer to see what she likes and wants to purchase more of. 4. She will be asked if she wants to automatically renew her BeautyBox each month with new products and samples. If she answers yes, she will receive an email giving her information to create and log into an account next month to choose her new products. If she doesn’t respond to the email, a new box will be automatically sent to them based on her previous preferences.

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SOCI

ALMillennials—they love their social media. Reaching them effectively is going to include an integrated and extensive social media campaign. By rethinking and revamping Mary Kay’s presence on social media and tailoring it to Millennials, we have the opportunity to foster a deeper connection to the brand with our target.

MED

IAMary Kay’s Facebook page will announce the launch of Marilyn by sharing Marilyn’s Facebook page. This will gain brand awareness for the page because 86% of our target uses Facebook. Facebook users will have one week to like and share the page. Mary Kay will pick ten users at random to receive one year’s supply of free Marilyn makeup. This will help to create a following that will keep users up-to-date with the product line and other promotional materials that we will be sharing on the account, such as the webisodes (page 18).

FacebookMary Kay will launch all new social media pages for their Marilyn line. They will also revamp the old Mary Kay accounts to post more 18-25 year old friendly media. All social media accounts will be required to follow a centralized voice or personality. When it comes to posting or replying we recommend that the posting follows what we call the Three F’s: Fun, Friendly, and Familiar. The posts should be fun because it opens up dialogue and the possibility for continued dialogue. Friendly and Familiar go somewhat hand in hand with each other, the main objective for this social media campaign is to promote a steady dialogue between Mary Kay or Marilyn and the consumers.

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Instagram PinterestPinterest has recently exploded on the social scene—particularly with women and Millennials. Marilyn will encourage fans to create beauty boards of things that they find beautiful to push the message of individual beauty. The most shared boards get entered into a drawing with the winners becoming advisors on the new colors and products for the Marilyn line.

In our primary research, we found that Millennial women prefer to “try before they buy” when purchasing cosmetic products. In order to give young women the opportunity to try out new products, and drive traffic to the Mary Kay Pinterest site, Mary Kay will hold a weekly

Pin It to Win It contest. Here’s how it works1. Young women can browse the Mary Kay

Pinterest page and explore the products.2. Once these women find products that

appeal to them, they “pin” the item using the hashtag #winmarilyn. The more items you pin, the better your chances of winning!

3. Every Mary Kay Winner Wednesday, twenty women who used the hashtag will be randomly chosen, and will receive their pinned product in the mail.

4. We are confident that the winners will love their new product. The package will include a list of IBC’s in their area, encouraging the winner to find an IBC and order more.

43% of 18-29 year olds use Instagram daily with 12% using the application multiple times a day.

We can take advantage of this by having weekly Instagram contests on Mondays. Users will post pictures featuring their individual beauty and things they find beautiful about themselves. They will use the hashtag

#marilynmonday or #mondayloves to tag their pictures. The most liked pictures will be used in a collage on the new Marilyn site and users can win prize packages.

Twitter is used by 26% of our target to share information and connect with brands, friends, and professionals in their field. Marilyn will hone in on this audience by sharing information that is interesting to our target so they might share it with their friends and increase our visibility. We will use the hashtag

#marilynbymk on all social media accounts for Mary Kay prior to the launch of the new brand. Then we will use the Marilyn twitter to ask questions to the fans using

#askmarilyn This will engage our audience and build a strong relationship with them. Users will be chosen at random to receive prize packages and other incentives.

Twitter

The current blog is focused on an older demographic so we plan to launch a separate blog for our Millennial target. Each month will feature a different theme – Relationships, College, Family, etc. The blog will accept reader content and will feature beauty looks and articles about things the target is interested in. It should be a place for our target to go to learn how to use products as well as connect with other fans.

Marilyn BlogSnapchatMillennials have discovered the thrill of using Snapchat to interact with their friends –26% of 18-29 year olds are using the application on their phones. Mary Kay can take advantage of the app’s popularity by sending promotional photos, makeup ideas, and coupons to users. Users can take screenshots of any photo and the company will get an alert – allowing them to track active users. Mary Kay can use Snapchat’s Stories feature to show behind the scenes footage from their corporate office or from events. These stories don’t disappear automatically and stay visible for 24 hours allowing users to view them at any point during that day.

YouTubeThere is a large audience for beauty vloggers on YouTube. Successful beauty vloggers draw and maintain viewers by being honest and authentic as well as proactive with feedback to comments and viewer requests. Mary Kay will use the YouTube channel to feature new IBC vlogs. Not only will this foster the kind of authenticity Millennials are drawn to, but it will also allow the IBC’s to promote themselves. They know the products and they are already passionate about the brand and YouTube gives Mary Kay an opportunity to easily share them across the social media spectrum.

Mary Kay will also send BeautyBoxes to well known beauty vloggers. The vloggers will be able to try on the makeup on their show and give a review of it to their viewers.

Mary Kay will also commission a webisode series that will premier on YouTube (page 18).

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Interactive

Mobile

What type of beauty routine do you use daily?

Just face wash and lotionJust makeupBoth facewash and makeupNothing

BoldNaturalUniqueExperimentalColorfulMinimal

How would you describe your makeup style?

Washing your face Lotioning those dry sections of skinFoundation and coverupFun eyeshadows and eyelinersLipstick and lipgloss

What is your favorite part of your morning beauty routine?

Face lotionFoundation/BB creamEyelinerLipstickEyeshadow

What beauty products do you wear most often?

Interactive Beauty Quiz(page 13) Research shows that Millennials respond to interactive elements. The Interactive Beauty Quiz will determine what type of beauty box is right for you! Example questions

Marilyn appThe Marilyn is your go-to app for all things Marilyn.

Sections:• a section where customers can get a

virtual makeover with Marilyn makeup, just like the Mary Kay Virtual Makeover except branded for Marilyn.

• a section where a user’s personal IBC will update her store and customers will be able to order products. The IBC will also be able to post any special offers or coupons to this section.

• a section which will take you directly to the Marilyn YouTube webisodes (page 18), and will be optimized to make it easy to comment and interact with the other users.

• a section for the Interactive Beauty Quiz for the beauty box.

• a game section with a game similar to Bejeweled, except with Marilyn products. If you win the game Mary Kay will donate a dollar to our recommended partnership, V-Day (page 19).

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Virtual Makeover

AREA

Virtual Makeover

ames

Virtual Makeover

Virtual Makeover

Virtual Makeover

Virtual Makeover

AREA

Virtual Makeover

Virtual Makeover

ames

face wash and makeup

PUBL

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IONS Webisodes

To encourage and promote beauty to the individual, we intend to run a bi-weekly webisode series featuring makeovers to two girls per episode. They would be randomly selected off the streets of the most trendsetting U.S. cities. The webisode will be hosted by prominent YouTube makeup guru Carli Bybel. The series would run through 10 cities as a test run then if successful would branch out to more markets and eventually make its way to small market “grass-roots” cities.

For the launch of the web series, we are going to hold makeover events in popular spots of the US’s trendiest cities. Women can go to the event and receive free-makeovers that will be displayed on screens surrounding the event, to show how great they look with the makeup. IBCs will be encouraged to participate in the event to potentially grow their clientele.

To generate buzz about the webisodes on YouTube, we are going to send a Marilyn ambassador to discuss the launch event on daytime talk shows that promote women’s empowerment like The Ellen Degeneres Show. We would also send out media kits to popular local news stations in the cities participating in the event, to give specific details of the event and further promotion.

Media CoverageTo promote the new Marilyn line we want to send products and information to beauty editors at magazines our target reads like Teen Vogue and Elle. They are one of the best ways to get information to our target audience after social media.

Brand AmbassadorsTo help reach college campuses we are going to appoint college brand ambassadors. The brand ambassadors will represent all fifty states and will also receive a Marylyn Rogers Leadership Scholarship (page 20). These girls will be responsible for bringing Mary Kay, and the new Marilyn line, to their colleges and universities. The girls will be trained IBCs who work exclusively at their schools, and they will expand their teams within their campus. Sales incentives and IBC prizes for these young women will be directed towards student lifestyles and student needs.

Ambassadors will promote the already existing college makeover days, and will execute this event at their school. This is an invaluable asset for creating and furthering the ambassadors program and helping campus representatives to boost their sales and promote Mary Kay.

Employee RelationsWomen who have joined the Mary Kay team as IBCs are independent, strong, and leaders in their communities. While Mary Kay already offers classes to improve their knowledge in cosmetics, we propose a new class focused on business practices. These classes will teach IBCs how to successfully run a business with a focus on marketing themselves, trends in social media, and tools to effectively manage time. We will also institute a new cosmetic class to familiarize IBCs with the Marilyn line.

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PartnershipsMarilyn will team up with V-Day, a global activist movement to end violence against women and girls. V-Day is a catalyst that promotes creative events to increase awareness, raise money, and revitalize the spirit of existing anti-violence organizations. V-Day generates broader attention for the fight to stop violence against women and girls, including rape, battery, incest, female genital mutilation, and sex slavery. The ‘V’ in V-Day stands for Victory, Valentine and Vagina. V-Day and Mary Kay/Marilyn share similar themes and values, so it is easy to tie the two together in an effort to push inner strength and individuality.

To promote the partnership, Marilyn and V-Day will hold a marathon – or MarIthon – which will raise money for V-Day and the fight against domestic violence. The MarIthon would be a 5k run held in major cities across the nation the first Saturday of every June.

Mary Kay and Marilyn will celebrate the month of October as Domestic Violence Awareness Month. On October 15th, Mary Kay and V-Day will promote a “National Moment of Creative Silence” in support of those who have been silenced by their abusers. On this day, people across the country are encouraged to practice a moment of silence as they channel their energy into art. In doing this, we will create media buzz for Mary Kay and V-Day, and support battered women everywhere.

Also during the month of October, we will encourage IBCs visit women’s shelters to provide support and give them makeovers to boost their self-confidence.

Marilyn will hold a worldwide design contest for a new packaging for a product for charity. The lipstick will be a universal shade so all women can wear it and Mary Kay’s profits will all go to V-Day. We want Marilyn’s users to come up with the packaging for this product and be as creative as possible. The winner will be chosen by voting on the Marilyn website or app and the design will be used for a whole year.

V-day promotes social change through the use of art. For this reason, Mary Kay and Marilyn will be sponsoring a “Create Change” art contest that women age 18-25 can participate in. Participants will submit an original piece of their own artwork, accompanied by a 500 word description of their work, and how it portrays women’s empowerment. Submissions may include, but are not limited to, a painting, a play, a short story, a drawing, or a sculpture. Five selected winners will be honored by Mary Kay and V-Day as a “Cat-alyst for Change” and their work will be featured on each of the Mary Kay social media pages and the company website. One grand prize winner will also receive a Marilyn gift basket, and serve as the spokeswomen for all Mary Kay/V-Day partnership events for one calendar year. This contests stimulates critical thinking about violence towards women and will inspire many to act against it.

New coverage will be encouraged to publicize the work.

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The Marylyn Rogers Leadership Award ScholarshipThe Marylyn Rogers Leadership Award will award “50 to 50,” meaning that fifty inspirational young women – one representing each of the fifty states – will receive a $50,000 award. Choosing a recipient from each state will help us to reach a diverse group of women.The scholarship will be given to women who possess strong leadership skills and use these skills to make an impact in their communities, schools and homes.

The scholarship will be awarded to young women who are attending, or will be attending, college/trade school/technical school the upcoming semester and who dedicate their lives to leadership and helping others. Current IBCs who are high school or college students will be encouraged to apply and 10 of the 50 annual awards will be awarded specifically to IBC applicants. Scholarships will be awarded to women who are strong, independent leaders who set great examples for others.

Scholarship applications will include:• A 500-word essay describing why they believe they should receive

the scholarship, and a short description of a woman who inspires them.

• A letter of reference from a coach, teacher or employer.• A current high school or college transcript.

The winning ladies will serve as our brand ambassadors (page 18). These young women will be trained as IBC’s and will become the face of Mary Kay on their campus. During the summer before her first year as a Mary Kay Campus Ambassador, each young woman will participate in a media tour. They will travel across the country promoting Mary Kay, giving media interviews and teaching other young women about the importance of leadership, responsibility and individuality. 20

MED

IA Though the landscape of how people are getting their information is changing, the tradition of beauty magazines continues. Mary Kay can approach the Millennials paid advertisements in Teen Vogue and Elle, as well as through articles brought about by the PR team.

Teen Vogue$1,596,342Teen Vogue is specifically geared towards our target market. With an almost entirely female audience and average reader age of 23, this magazine gets the Marilyn message straight to the target. The magazine is based around fashion and trends and will help show that Marilyn is the next trend in makeup.

Elle$2,040,043Elle targets trendy business women. With 90% of the readers being female and 48% in the target, the magazine will show the value of the Marilyn brand to a target eager to try new things.

There are more and more people listening to music online rather than traditional radio. Pandora has over 250 million users while Spotify has 24 million users.

Pandora Radio$249,600This online radio has a completely registered user base, allowing for the advertisements to be played to our target market 100% of the time. This platform allows there to be a high level of precision for ad placement and flexibility in how the advertisement is displayed.

Pandora radio is an online radio experience aimed at younger, tech savvy generations. With impressions reaching nearly 2 million people, the Pandora ads will tell all users to look into the newest trend out there, Marilyn.

Spotify$249,600Spotify is one of the most popular online radio sites where the target market get their music fix for the day. With a mix of visual and audio ads Mary Kay’s advertising on this site can engage the target market where they already are.

Spotify is a massive online radio gaining more and more subscribers. With 24 million current users, Marilyn impressions will be huge.

Magazines Online Radio

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College Newspapers$ 1,005,000A significant portion of our target market are college students. 42% of American females continue onto college after graduating high school. To target this portion of our demographic, we will advertise in college newspapers across the country. Approximately 7,500 universities in the United States have university news publications, giving us the opportunity to reach many Millennial women.

PR & PromotionsA Public Relations agency costs $10-$25k per month.

WebisodesWebisode production could be done for about $10K per episode which would be $260,000 for the series.

Public RelationsWeb Banners $9,048Placing ads on the home pages of popular websites is a very cost effective way to reach many online users. With everyone in our target on the internet, ads drawing them to the Mary Kay and Marilyn websites do a lot to increase website traffic and brand knowledge.

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RadioMagazineWeb BannerYouTube Pin It To Win It ContestWebisodesCollege NewspapersScholarshipsPR for ScholarshipsPR & PromosEvent ProductionSocial Media Advertising

J F M A M J J A S O N D

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Budget

Sources-http://www.nielsen.com http://www.theatlantic.com/business/archive/2013/11/the-15-most-popular-cities-for-millennials-dc-is-1/281480/http://www.marketingcharts.com/wp/online/the-demographics-of-instagram-and-snapchat-users-37745/http://www.marketingcharts.com/wp/online/snapchat-seen-more-popular-than-twitter-among-12-24-year-olds-41252/http://mashable.com/2013/10/03/snapchat-stories/http://blog.bufferapp.com/social-media-in-2013-user-demographics-for-twitter-facebook-pinterest-and-instagramhttp://www.redjeweledmedia.com/blog/bid/114515/How-Much-Does-a-PR-Agency-Costhttp://www.socialadstool.com/facebook-ads-guide/facebook-ads-cost/http://www.ellemediakit.com/r5/showkiosk.asp?listing_id=4165173http://www.condenast.com/brands/allure/media-kit/printhttps://support.google.com/youtube/answer/2423005?hl=enhttp://www.youtube.com/yt/advertise/en-GB/https://ssl.ad-ology.com/pro/index.cfmhttp://www.lamar.com/InventoryBrowserhttp://fitsmallbusiness.com/how-much-does-facebook-advertising-cost/https://www.quantcast.com/http://www.condenast.com/

Total $9,997,633

Media Amount Spent

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Radio $499,200Magazine $3,636,385Web Banner $9,048YouTube $312,000Pin It To Win It Contest

$10,400

Webisodes $260,000College Newspapers

$1,005,000

Scholarships $2,500,000PR for Scholarships

$100,000

PR & Promos $300,000Event Production

$1,350,000

Social Media Advertising

$15,600

Media rates were increased by 4% to reflect projected 2014 rates.

EvaluationOur campaign will include continuous evaluation of our objectives. We will assess changes in sales, market expansion, and brand awareness and perception over time. Direct promotions, personal appearances, and media coverage will be measured for quantitative and qualitative effectiveness.

Objective #1Make a good first impression. Increase awareness of Mary Kay among women age 18-25 and establish Mary Kay as their new brand of choice. EvaluationQuantitative – Measure the percentage of Mary Kay website visitors who make purchases.Qualitative – Conduct additional focus groups and surveys throughout the duration of our campaign, and in the months following it. This will include focus groups and surveys with IBCs to find out whether they have noticed a change in customer feedback and brand perception. We will also track comments and feedback on our social media sites and our blog.

Objective #2Promote a positive opinion. Demonstrate Mary Kay’s commitment to high quality products and strong core values to engage our target market. EvaluationQuantitative – Measure website traffic, media coverage and success of social media sites using Google Analytics.Qualitative – Conduct additional focus groups and surveys throughout duration of our campaign, and in the months following it. This will include focus groups and surveys with IBCs to find out whether they have noticed a change in customer feedback and brand perception. Customer satisfaction surveys will be distributed to those who purchase new Marilyn products and beauty boxes.

Objective #3 Increase market share and sales among Millennial women. Attract new customers and Beauty Consultants within our target market. EvaluationQuantitative – Monitor monthly sales reports and changes in numbers of IBCs, particularly within our target market. Measurements will include the percentage of Mary Kay website visitors who make purchases, and how many become repeat customers. We will also compare our sales with the sales of our competitors.Qualitative – Identify new customers and IBCs through observation research and surveys.

Special thanks to...Bob O’Gara Zack Russo Kayla Kisan Katt Schuler Melessie Clark Elizabeth Meckel Jenn HuffmanAlexandria Gleicauf

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Abby KayLauren HalkiasStephanie LynnCarleigh Dettorre Janice Jones Duncan JamesonNan KnappHeather Starr Fiedler

Cause Marketing Director

Public Relations Director

Public Relations Director

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Agency photos were edited using the Mary Kay Virtual Makeover App

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