CHECK YOURSELF OUT

imagine. define. create

imagine. define. create

with

2014

TABLE OF CONTENTS
Executive Summary Research Insights Product Creative Mobile Web Social Public Relations Media 1 2-4 5-8 9-10 11-15 16 17 18 19-20 21-22 23-24 25 Products such as marykay at play, Botanical Effects, and Clear Proof are being marketed toward Millennials. According to study groups we performed, members of the target audience felt marykay at play was intended to be used by girls in high school or middle school. They stated that Botanical Effects products were closer to what they would consider purchasing. It is evident that there is a gap between how the products are being presented and how the target audience is receiving them. To communicate with Gen Y consumers Mary Kay needs to have a presence that interacts in step with this unique demographic. Our research shows that the target audience heavily engages in social media and online shopping. They are also more likely to purchase a product that is recommended by a peer via social media. Our creative strategy is based on the idea of check yourself out and Mary Kay empowering women to feel condent when doing so. In fact, Mary Kay encourages taking a closer look in the mirror or store-front window so women can see more of their potential.To implement our creative strategies we will use out-of-home executions, social media, web and mobile advertising, guerrilla marketing and public relations events. The combination of the media efforts will maximize the reach for Mary Kays target audience.

EXECUTIVE SUMMARY
Reaching the Gen Y (Millennial) demographic is a challenge facing many companies in the U.S. Mary Kay is a well-established brand that has been competing with top cosmetic companies for many years. The core values and corporate culture of Mary Kay Inc. dene the brand as one that empowers women to imagine personality, dene inner beauty and create condence.

I N T R O D U C T I O N // 0 1

Schedule & Budget Overall Evaluation Sources & Acknowledgements

26

SITUATION ANALYSIS
Company: Mary Kay Inc.s core value,God rst, family second and career third makes women feel important and gives them a positive spirit to reect on themselves and others. Mary Kays direct-selling method sets it apart from a number of other cosmetic brands that are sold in stores. The only way to purchase Mary Kay products is through an Independent Beauty Consultant (IBC). This process creates a unique relationship between the customer and the IBC. Consumer: Mary Kay is trying to expand its product reach and IBC recruitment to females 18-25 years old. Currently, the brand is mainly focused on the 25-44 demographic--which is exactly how Gen Y views Mary Kay: a brand for older women. Millennial-aged women are going through emerging adulthood, the time to explore ones roles and possibilities in life (Olson, DeFrain & Skogrand, 2010). By leveraging the idea of nding ones inner beauty and becoming independent, Mary Kay can stand out as a company that cares. Product: It has been noted that the marykay at play makeup line for Mary Kay is a turn-off for Millennials. The product itself is good quality and user-friendly, but the look and feel of advertisements are missing the target demographic. Our primary research shows that marykay at play seems to be too young for the Gen Y age demographic that Mary Kay intends to reach. Our research shows that Millennials tend to like more neutral, pastel colors like the Botanical Effects packages. They also are huge advocates for going green so any package that is environmentally safe is a plus. Groups age 18-24 are more likely to purchase a product if its package is eco-friendly versus a product without that feature. Distribution: Mary Kay is successful because they can develop personal relationships with consumers. Every consumer gets one-on-one time with her IBC to understand what products work best for her. The direct-selling method enables the company to live out core values by distributing quality products and providing women with empowerment and condence. Although Mary Kay has been successful with direct-selling, it has some disadvantages. Those surveyed about Mary Kay stated their relationship with the products began after being introduced by a friend, family member or a friend of a friend who knew an IBC. Millennials do most of their shopping online, making that personal connection with an IBC difcult to start.

RESEARCH
SWOT
Strengths Trusted brand with quality products Ability to try products before purchase Supports and empowers women Well-established and highcaliber reputation Several apps for mobile users Business model allows IBCs to work for themselves Opportunities Synchronized websites and apps attract younger demographics Millennials value a exible work schedule Third party bloggers raise brand awareness Online social sharing inuences beauty purchases Weaknesses Not enough Millennials using products Millennials unaware of IBCs and benets Insufcient media vehicles to reach Millennials Minimal advertising used No app to purchase online

Threats Increase in specialty stores Drugstore retail increasing sales with beauty products Beauty retailers providing instore experiences Inability for potential customers to nd IBCs in their areas

R E S E A R C H // 0 2

RESEARCH
RESEARCH OBJECTIVES
1 What can Mary Kay do to increase brand awareness among female consumers ages 18-25?

METHODS

178 25 FAC E B O O K S U RV E Y 21R E S P O N S E S

MULTI-CULTURAL IN-DEPTH INTERVIEWS

PRIMARY RESEARCH

COMPLETED O N L I N E S U RV E Y S

2 What are ways Mary Kay can increase positive perceptions among female consumers ages 18-25? 3
How can Mary Kay increase consideration for product purchase and the Mary Kay business opportunity among female consumers ages 18-25?

COMPLETED INTERCEPT SURVEYS

FOCUS GROUPS

P H O N E I N T E RV I E W S WITH IBCS

18
3

OTHER KEY QUESTIONS

R E S E A R C H // 0 3
How do Millennial women feel about Mary Kay? What factors inuence the cosmetic purchase process? Which media channels resonate with Millennial women?

MARY KAY INFORMATIONAL PARTY

RESEARCH ARTICLES
& DATABASE REPORTS

60+

SECONDARY RESEARCH

Engage Gen Y without alienating the other target markets and be inclusive of the IBCs.

WHERE DO YOU THINK YOU SHOULD BUY

OUR SURVEY SHOWED...

RESEARCH

WHAT COULD IMPROVE THE PERCEPTION OF MARY KAY?

Only 48% of those surveyed had ever bought Mary Kay.

WHERE DO YOU THINK YOU SHOULD BUY MARY KAY?

WHAT PRODUCTS ARE OFFERED BY MARY KAY? THE TOP FOUR COSMETIC BRANDS RESPECTIVELY:

COVERGIRL
MAYBELLINE
REVLON
MARY KAY

R E S E A R C H // 0 4

INSIGHTS
Typically Gen Y is dened as those born in the 1980s and early 1990s. Mary Kays current Gen Y customer and IBC skew to the older segment of Gen Y.

A NARCISSISTIC GENERATION
The Millennial Generation has been nicknamed the All About Me generation Research supports that people in college from the early 2000s to late 2010s are more narcissistic than most generations The increase in narcissism is correlated with the increase in social media use They care about self-expression - they want to form a unique personality/identity

MILLENNIALS IN A NUTSHELL
Millennial women are looking for brands that they can relate to, brands that are authentic and easy to interact with They have been at the forefront of the social media movement and are constantly connected via online and mobile They value self-expression

I N S I G H T S // 0 5

BUYING PROCESS
They are looking for a shopping experience, not just a transaction Millennials are savvy shoppers and always on the lookout for a good deal, but are not going to compromise good quality Millennials are willing to pay more for products from companies with a greater social impact They want to feel good about what they buy

ACCORDING TO NIELSEN
Millennials total 77 million, making up 24% of the U.S. population Young Millennials (18 to 27) Older Millennials (28 to 36) 36% are moms They are the most educated generation: 23% have a bachelors degree or higher

INSIGHTS
OK EBO C FA ST T E RE PIN TTER TWI TAGRAM INS

MILLENNIALS ONLINE
Social media adds to the idea of self-promotion since the users create their own content. A majority of interaction occurs online. Millennials would rather email or text instead of call, and often check social media instead of talking to people face-to-face.

ENT 21 PERC

18

PER C

The percent of Millennials on social media according to the U.S. Census Bureau...
71 P

17 PERCEN

I N S I G H T S // 0 6

ENT

N CE ER
T

INSIGHTS

Mary Kay targets women ages 18-44 as they are making their skin care and cosmetic preferences at these key life stages.

Based on our research, three key segments emerged among Millennial women, along with potential IBCs. These segments reect women based on their values and experiences at particular life stages. The types are: Millennial Moms, Polished Professionals, Savvy Students and Innovative IBCs.

MILLENNIAL MOM
For our Millennial Mom we chose to photograph a mother and her child in a grocery store. We see her kneeling down to decide which product she wants, and then catching a quick glance of herself in the reective metal trim of the cooler door. She not only sees herself, but also her child. The focus at this time is about creating a life and spending time with family.

POLISHED PROFESSIONAL
Our view of the Polished Professional speaks to the jitters everyone gets before an interview or big event. The way in which we chose to portray this is by having a professionally dressed woman stop quickly at a car-side mirror to touch up her lip gloss before arriving at her destination. We believe this follows the thought process of looking the best to be the best.

SAVVY STUDENT
Our take of the Savvy Student is very simple and relatable. At this age, independence and responsibility are being gained. These Millennials put thought toward what to do with the rest of their lives. We chose to photograph a student walking down the street and capture her as she stops to take a quick glance of herself. We want to portray her in casual clothes, as that is how many college students dress.

INNOVATIVE IBC
IBCs are the heart of Mary Kay. Its essential to include the IBCs in the campaign vision. IBCs dont just sell products, they explain the latest trends and have a clients best interests in mind regarding which products to use. We achieve this feeling in the ad by having an IBC interact with a client and introducing her to the friendship that can be created with Mary Kay.

I N S I G H T S // 0 7

INSIGHTS
MARKET ANALYSIS
Mary Kay Inc. has a strong sales presence in the south for the product category, aided by the companys Texas headquarters. Data sources provided limited information on young Millennial cosmetic purchases. However, there is a high population of Millennials living near DMAs, offering an opportunity for U.S. sales for Mary Kay through IBCs and online purchases. Given the emphasis on 18-25 year olds in the target market, online media that they prefer can offer geo-demographic, behavior and interest-based data. This aspect can align with primary DMAs to spread exposure with social sharing beyond geo-demographic limits.

COMPETITIVE ANALYSIS
There are many stores in which makeup can be purchased such as Target, Wal-Mart, drugstores, etc., however this makeup is usually less expensive than Mary Kay products. Brands like M.A.C., Sephora and Ulta sell high-end makeup comparable to the products Mary Kay sells, however these brands can be purchased in retail stores unlike Mary Kay. Other competitors of Mary Kay are Avon and Herbalife, which are direct-selling companies. Clinique also started off with direct-selling but has since expanded into stores like Ulta and Macys. Mary Kays biggest competition is Avon. In the focus groups we conducted, many people confuse Mary Kay with Avon or thought they were the same company.The demographics for Avons website audience are very similar to Mary Kays both in geography and age.The similarities in products and audience signicantly impact how Mary Kay should conduct the campaign.

I N S I G H T S // 0 8

PRODUCT
MARYKAY AT PLAY

Overall, the company produces more than 200 premium products in its state-of-the-art manufacturing facilities.

A majority of Millennials we surveyed noted that the marykay at play line looks too punk or is trying too hard. They also mentioned that the marykay at play line seems to be reaching out to a younger target audience such as high school or even middle school students. Words that came to mind when looking at marykay at play advertisements included: seventeen, cheap and heavy. The colors are fun, but the age group that Mary Kay is trying to target with marykay at play is growing out of their fun stage of life and is looking for a more sophisticated, professional and natural look. Members of the focus group mentioned they missed the iconic Mary Kay colors in the marykay at play packaging. They felt it didnt t in with other Mary Kay product lines.

Mary Kay is too small in comparison with the @... are they trying to make that the new logo?

Dont like the word play, it reminds me of something too young.

P R O D U C T // 0 9

BOTANICAL EFFECTS
to marykay at play.

The overall reaction to the Botanical Effects line was positive among the Millennials we surveyed. They really liked the look and feel of the packaging, and the fact that it was a more natural product. This line seemed to be more aligned with the target demographic compared

PRODUCT
It has a clean design and looks like it would be good for skin. I like this.. looks like a good brand, looks natural. The texture isnt shiny, which looks better, more expensive.

The muted colors of the Botanical Effects line appealed to the participants. They also liked the duller nish on the box and the bottles themselves, which they associated with a higherquality brand. Words they associated with this product line were clean, fresh and natural. It was also mentioned that they would be more likely to positively react to marykay at play if it looked more like Botanical Effects.

CLEAR PROOF

Clear Proof is an important product line for Mary Kay to have because before women can look beautiful in Mary Kay products, they have to feel condent in their own skin. Our research shows that women in the target demographic struggle with blemishes, making Clear Proof an important line in Mary Kays product portfolio.

P R O D U C T // 1 0

CREATIVE
CREATIVE BRIEF
Mary Kay wants to increase awareness, positive perception and consideration for product purchase among Gen Y females ages 18-25 without alienating the other target markets and while being inclusive of IBCs. The target market can be categorized as emerging adults looking to discover themselves in careers and relationships with an all about me mindset. Our campaign goal is to give all women the go-ahead to check their reections in everyday situations and to not be embarrassed but, in fact, be empowered. We want the brand to be a friend whom the customers can rely on in moments in which they need condence or an emotional boost. In order for the brand to be thought of as a friend, we need the client to recommend the product to their friends. Research shows that close friends and family have a substantial impact on brand loyalty to other people. Being a social brand speaks volumes not only in presence, but also in creating a relationship. This will be achieved through the way we showcase womens natural habit of checking themselves out in reective surfaces. Mary Kay wants women to own that, owning and being condent enough to stop and take another look. When women check themselves out we want them to know that Mary Kay is looking back at them telling them they are beautiful. We want the overall brand personality to be clean, fun and adaptable to the wide array of personalities among the target. Fonts, text sizes, graphic placements and all other concepts need to reect the overall brand image that Mary Kay has established, and will continue to establish. The pink color and trademark logos help keep the campaign in line with the brand image Mary Kay has established. Our advertisements and communication introduce the Check Yourself Out campaign to customers and encourage them to view Mary Kay as a friend. Lets be honest, every woman checks herself out multiple times a day. We all nonchalantly do it, whether it is in an actual mirror, a quick look in a window,or that reective surface we see in random places _ we all snag a quick glance. What is it in that reection we are all really looking for? It is deeper than just to make sure our makeup didnt smudge. Whether people look at themselves in the reection and see someone to be proud of or they see someone who needs some changes, Imagine it. Figure out the things that are needed to become that reection, Dene it. Take one last look. And with Mary Kay, go Create it.

C R E A T I V E // 1 1

C R E A T I V E // 1 2

CREATIVE

CREATIVE

65% are U.S. born and are more bilingual than other generations.

GUERRILLA AD: #CHECKYOURSELFOUT

$25,000
Strategy: We will use #CheckYourselfOut window clings in four different languages as a guerrilla advertisement to stick on reective surfaces around cities. A team will distribute the window clings throughout the 12 selected DMAs. This team will spend a weekend covering as many public reective surfaces as they can that have been approved by city ofcials. After the clings are placed, IBCs will post the locations of the stickers on social media platforms. By including the hashtag #CheckYourselfOut, more Millennials will be attracted to this campaign and will increase Mary Kays social media presence. Both Mary Kay and the IBCs will benet from an increase in social media activity from the window clings. This will promote Mary Kay to both the primary demographic and bring in new consumers. Rationale: These clings will help further our campaign by giving it a fun edge and allowing Millennials to feel condent with checking themselves out in everyday reective surfaces. This will create positive brand recognition. According to the U.S. Census Bureau, common languages in the U.S. are: Spanish (37.6 million), Chinese (2.9 million) and French (1.3 million). This advertisement will also feature the hashtag #CheckYourselfOut, using social media in the following four languages: English #CheckYourselfOut, Spanish #Mirrete, Chinese # and French #RegardezVous. Implementing a guerrilla ad in multiple languages creates economic opportunities, and opens a niche appeal for customers to be aware of and join in the Mary Kay lifestyle.

C R E A T I V E // 1 3

VIRAL VIDEO
Viral Video - Stills

CREATIVE
IBC TUTORIAL VIDEO
We will display interactive ads at bus stops. The ads will feature a photo of a Mary Kay product. People will be prompted to scan the ad and then be directed to watch a video tutorial. We think it makes sense to have the ads be product photos and have the video be a tutorial to show how to create certain looks with that particular makeup product. For instance, if the ad has a photo of Mary Kays Baked Eye Trio, the tutorial will show how to create the perfect natural look.

Incorporated with the Check Yourself Out campaign, we are launching viral videos to engage with Millennials. We will strategically place the #CheckYourselfOut stickers on reective surfaces and have hidden cameras capturing people, with permissions, checking themselves out. We want to encourage people to check themselves out and embrace it, instead of trying to be discrete. The stickers will help encourage Millennials to embrace their individual look. The video will be put on YouTube and shared on other social media channels.

Today I will be showing how to get a natural look using Mary Kays Baked Eye Trio with the Earth Bound color palette.

We will begin by using the lightest shade on the palette.

Gently pat the eyeshadow on the center of your lid.

C R E A T I V E // 1 4

Next, use the center shade and repeat the previous step applying the color to the outer corner of your lid.

Finally, apply the earthy-green color to your lower lash line for a pop of color.

Voil, your look is complete.

CREATIVE
G U E R R I L L A A D: B U S S T O P
Strategy: The bus stop advertisement will feature photos of Mary Kay products that will prompt people to hold their cell phones up and scan the ad. This will direct them to watch a tutorial that has an IBC showing how to use the product featured in the ad. At the end of the video, a call to action will prompt consumers to download the app and purchase the featured Mary Kay product from the bus stop advertisement. This will enhance the Check Yourself Out campaign by making it interactive and also by attracting diverse customers to the Mary Kay brand. Rationale: The Millennial lifestyle shows a reduced dependence on personal vehicles in comparison to other demographics. In the target DMAs, public transportation is ranked highest compared to other forms of transit. Millennials are taking advantage of the lower cost and eco-friendly option of public transportation, walking and biking. Ideally by advertising in high-trafc areas, we will be attracting all kinds of commuting Millennials within the target DMAs.

$2,160,000

C R E A T I V E // 1 5

$1,100,000
CHECK YOURSELF OUT
with
Take a photo to begin the Mary Kay makeover Process

MOBILE

CHECK YOURSELF OUT

with
Find the key points before you nd your look

MOBILE ADS & MOBILE APP

CHECK YOURSELF OUT
with
How do you like your nal Mary Kay look?

swipe to

CHECK YOURSELF OUT

with

iAd: iAd is Apple Inc.s interactive mobile advertising platform. It will be utilized to bring a mini version of our Check Yourself Out app to thousands of ads across the platform.
Get this look! Share Start Over

CHECK YOURSELF OUT

with
Take a photo to begin the Mary Kay makeover Process

CHECK YOURSELF OUT

with
Find the key points before you nd your look

CHECK YOURSELF OUT

with
How do you like your nal Mary Kay look?

The mobile app that was designed for the Check Yourself Out campaign used a combination of the slider and lmstrip capabilities. It begins as a banner at the bottom of the screen that the user would swipe across the screen. The user is then instructed to take a sele. Once the picture is captured, the user adjusts facial feature points so she can apply makeup to the image. This ad is inspired by the Mary Kay Virtual Makeover app, and encourages users to download and share it to get the full experience.

swipe to

CHECK YOURSELF OUT

with

Get this look!

Share

Start Over

M O B I L E // 1 6

Virtual Makeover & Regimen Advisor: Touch area of face to apply makeup. Instantly add virtual makeover products to your shopping cart. Utilize Mary Kays Regimen Advisor within the same application.

Settings: Update personal contact information, save payment information, connect with your primary IBC and view purchase history.

IBC Prole: Manage IBC inventory and sale prices. Send push notications and instant message messages. View sales made by clients, receive updates and see training videos from Mary Kay.

Home / #CheckYourselfOut Feed: An interactive Mary Kay social feed that highlights recent posts from all social media outlets. Users are encouraged to Like, Share, Comment or Retweet from within the user interface.

Find An IBC: Search for local IBCs, view proles and send instant messages.

Slider Navigation Bar: This is a trending element of app design and provides a cleaner overall appearance that is easily accessible from all of the pages.

Catalog: Search for products using keywords, view Mary Kay promotions and see individual IBC sales. Shop for products within primary IBCs inventory.

$1,000,000
:30 Voice Ad Script: Hey Pandora listeners, I saw what you just did. You thought no one saw that quick glance, but I did. You were checking yourself out. No worries though, Mary Kay supports that. We want people to check themselves out and to see their beauty. No matter where you are in life or what youre doing, Mary Kay will help give you condence to be your best. With different makeup lines targeted at different ages, Mary Kay has the perfect makeup for you. So keep checking yourself out. You look good.
Mary Kay Playlist Cyndi Lauper: Girls Just Want To Have Fun Shania Twain: Man, I Feel Like a Woman Christina Aguilera: Beautiful

WEB

Mary Kay Playlist

Mary Kay Playlist

#CHECK YOURSELF OUT

imagine. dene. create

#CHECK YOURSELF OUT

imagine. dene. create

PANDORA
Strategy: Pandora will be used in a variety of ways. Audio and video ads will be used on both web and mobile. Audio ads will allow the target audience to hear Mary Kays campaign, and the visual ads will enable Millennials to click through to Mary Kays website. Its also a great strategy for ad retention because the target audience is able to combine multiple senses concurrently. These ads will be played on multiple genres and stations. Further, we will have the ability to geo-target on a DMA level. Mary Kay also will collaborate with Pandora at a live music event. Mary Kay will have branding and a special area within the Pandora venue meaning Mary Kay can interact and hand out promotional products. Since Mary Kay will be advertised on Pandora, we will create a custom playlist. Everything is branded with Mary Kay and the songs are selected by a music analyst allowing us complete control to target the female Millennial. Rationale: Pandora is the second most downloaded iPhone app; it is currently larger than the top 20 U.S. Internet radio services combined. Pandora allows Mary Kay to target the market by region and be on the stations its target Millennials are listening to online. Pandora listeners listen on an average of two hours a day and have created over 150 million stations. Pandora allows us to constantly reach our target audience no matter where they are and what device they are using.

W E B // 1 7

Alicia Keys: Girl on Fire Journey: Dont Stop Believin Natasha Bedingeld: Unwritten No Doubt: Just a Girl La Roux: Bulletproof Katy Perry: Roar Sara Bareilles: Brave Beyonc: Run the World (Girls) Arethra Franklin: Respect

BLOGGERS & INFLUENCERS

Blog inuencers play an enormous part in the purchasing habits of Gen Y consumers. Internet shopping forms a circular process when it comes to purchasing goods. Gen Y consumers can view other peoples reviews, making the evaluation part of the process crucial. We plan to contact beauty bloggers and vloggers of all ages and ethnicities to offer them products to review, feature and discuss with their followers in order to increase the number of positive evaluations. We also will offer a prize for the blogger to give away to followers such as a beauty makeover, beauty products or a spa weekend. According to our research, our target audience is looking to these inuencers for tips and advice on how to apply makeup and what brands are best. Research states that Gen Y trusts an inuencers opinion more than a statement from a company about a product. A real person with makeup knowledge is what they look to for inspiration. We will inform the bloggers of our Check Yourself Out campaign, with incentives, so they are inspired to promote our message.

$1,000,000
Facebook is the most popular social network and is used by 67% of female Internet users 18-29. We will use this platform to interact with our audience. Encouraging users to upload pictures and videos will spark interaction and create a positive online experience with Mary Kay.

SOCIAL

Twitter is becoming increasingly popular with Millennials. 31% of Twitter users are 18-29. This platform will play a major role in our advertising plan. We chose to have paid sponsored tweets to generate more trafc and increase awareness for our marketing efforts. The reason we want paid advertising on Twitter and not Facebook is because sponsored tweets look like content instead of an advertisement.

Beauty Blogs
The Beauty Department Tiffany D Lisa Eldridge Donna Daily Rogue18

Beauty for Moms

Temptalia 15 Minute Beauty Blushing Basics
A Mom in Red High Heels

Beauty Vlogs
Ingrid Nielsen Elle Fowler Makeup Geek Emily Noel Destiny Godley ULoveMegz Makeup by Leina BubzBeauty

Instagram will be another way to encourage users to upload pictures and categorize them by using Mary Kay hashtags. This platform will be used to promote public relations events and the Check Yourself Out campaign.

Mary Kay has had great success using Pinterest in the past. We will feature giveaways and tutorials on Pinterest to continue to drive women as they comprise 80% of the user population.

S O C I A L // 1 8

As the worlds second largest search engine, YouTube has over one billion unique users per month. It reaches the 1834 demographic more than any cable TV network. All videos that are produced will be hosted here and shared on other social platforms. Google AdWords will be used to feature video advertisements on related content to increase our frequency.

You Tube

PUBLIC RELATIONS
EMPOWERMENT EXPOS
Mary Kay will have traveling empowerment expos that will take place once per month around the U.S. throughout the campaign year. There will be expo teams that cover the selected DMAs. The overall message that Mary Kay will communicate is to Check Yourself Out and to empower women to embrace the way they look. What is offered at the events: A camera will document the social experience and capture the way women check themselves out in mirrors strategically placed around the expo. The images will later be shared at the expo and on social sites with permissions. Local IBCs will be involved at the expos, giving women tips on how to achieve their best looks and what products to use.

$2,445,000

CHECK YOU OUT VIDEO CAMPAIGN

To tie in with the Check Yourself Out theme, the title of this video submission campaign will be Check You Out. IBCs will have the opportunity to submit a video highlighting their accomplishments while working for Mary Kay. They will explain how being an IBC for Mary Kay has shaped them into a professional business partner/leader. These videos will be shared on Mary Kays social media platforms. Based on the number of likes each video gets and the inspirational message behind it, ve videos will be selected for each region. At each expo, local IBC videos will be packaged and shown during the event and some of the women will be selected to talk about their success stories. The goal of the videos is to help encourage others to become part of the Mary Kay IBC team, and show the rewarding opportunities that come from being part of the organization.

P U B L I C R E L A T I O N S // 1 9

A Check Yourself Out Before and After cam will show the difference Mary Kay products make and how women can feel the most beautiful. Giveaways will be distributed to encourage women to use Mary Kay products and create an emotional connection to the brand. Motivational speakers will be scheduled throughout the entire workshop/expo. These speakers will discuss ways to nd inner beauty and make women look and feel great. A 3D printer will be featured for attendees to print their own personal Mary Kay shades of lipstick and eye shadows, as well as chrome-coated Mary Kay accessories to connect with the Check Yourself Out campaign.

PUBLIC RELATIONS
BRIDES AGAINST BREAST CANCER
Pink Envelope Project Organization Statement: Pink Envelope Project - The Brides Against Breast Cancer (BABC) Pink Envelope project makes asking for donations easier by offering collectable donation cards in pink envelopes. The envelopes can be handed out at wedding showers, engagement parties or any other celebration that would align with the BABC mission. Through the Pink Envelope Project, envelopes will be distributed to all IBCs. They will then redistribute them to their clients. This program will last for six months and depending on the amount of donations received, will continue for another six months. The envelopes with donations will be submitted back to the customers IBC, then sent to Mary Kay headquarters to be tallied. This theme aligns with the brand color of Mary Kay, and shows the strong belief that Mary Kay has in helping others by supporting charities like BABC. Matching Opportunity: One day each month, Mary Kay will match all donations made through the Pink Envelope Project by 25%. Partnership with bridal stores: Mary Kay will collaborate with various bridal stores around the U.S. including: Davids Bridal, Alfred Angelo and Kleinfeld Bridal. For four months, with every dress that is purchased, the customer will get a pink envelope, a sample Mary Kay product and a local IBCs card. This way, they will get the opportunity to help make someone elses day more special, and also make their own day memorable.

MARY KAY EMPOWERMENT FUND

The Mary Kay Empowerment Fund helps young, inspiring women achieve their goals. Funds will be awarded to ten women in each of the ve regions: Southeast, Southwest, Northeast, Midwest and West. Five funds will be awarded to IBCs who portray enthusiasm about the company and want to make a difference in the world, whether it be going to school or starting their own business/non-prot. To apply for the Mary Kay Empowerment Fund, each applicant is asked to upload a short three-to-ve minute video that encompasses the campaigns tagline of Imagine. Dene. Create. It should portray a woman thinking about what she wants from life (imagine), how she plans to execute (dene) her idea and how she intends to take action (create) toward her vision or goals.

MARY KAY EMPOWERMENT FUND

The Mary Kay Empowerment Fund is a scholarship fund set up to allow young, inspiring women achieve their goals. The scholarships will be awarded in ve different regions; Southeast, Northeast, Midwest, Southwest and West. Among those regions, ten women will be selected. Five scholarships will be awarded to IBCs who portray enthusiasm about the company and want to make a difference in the world, whether it be through school or starting their own business/ non-prot. The other ve scholarships per each region will be presented to any young woman who demonstrates leadership qualities and wants to make a difference in the world.

TO APPLY
Each applicant is asked to upload a short 3-5 minute video that encompasses the campaigns tagline of Imagine. Dene. Create. It should portray a woman imagining what she wants from life, how she plans to execute (dene) her idea, and how she plans to take action (create) her vision. The video application is a way to stray from the traditional form of paper submissions, and should be uploaded to YouTube using the hashtag CheckYourselfOut. YouTube was the preferred outlet being that this platform has the largest Mary Kay subscribers compared to its competition.

The video application will be uploaded to YouTube using the hashtag #CheckYourselfOut. YouTube is the preferred outlet because it has the largest amount of Mary Kay subscribers compared to competitors. The Mary Kay Empowerment Fund has a budget of $250,000. With a total of 50 winners, each fund will hold a $5,000 value. This will give those awarded a boost in achieving their goals.

P U B L I C R E L A T I O N // 2 0

DEADLINE & SELECTION

The application period will span from February 1st to July 1st. Each month, ten applicants will be selected based on the number of hits and thumbs up their video receives, as well as through a screening process conducted by the Mary Kay Empowerment Fund Committee. The Mary Kay Empowerment Fund has a budget of $250,000. With a total of 50 winners, each scholarship will hold a $5,000 value. We feel this will give those awarded a jump start in achieving their goals.

MEDIA
TARGET AUDIENCE & MEDIA MIX
About 16% of U.S. Millennials use Mary Kay products. A goal for this campaign is to increase Mary Kay brand awareness by 65% among Millennials 18-24 years of age _ a new Millennial market that is unlike any other generation. This campaign will create a tangible brand experience for over 11 million Millennials in 12 DMA markets using social media, Internet radio, mobile apps, guerrilla marketing and partnerships to promote the Check Yourself Out campaign. With most of the interaction being online, it has the potential of going viral, expanding beyond the DMAs. We will break away from using traditional media, such as TV, radio and magazine spreads. The Check Yourself Out campaign will be implemented through multiple mobile and social platforms. Twitter, Pandora and YouTube will be used to broadcast the Check Yourself Out campaign, backed by promotions and public relations. February 1, 2015, launches the start of the campaign on YouTube with a viral video welcoming Millennials and giving the target audience an idea of what the campaign is about.

SCHEDULING & TIMING

The campaign runs from February 2015 through February 2016. Social media platforms will run continuously throughout the year, in addition towindow clings, PR events and an updated mobile app. The bus stop ads will begin in May 2014. Google AdWords, Pandora, mobile ads and empowerment expos will run on a ighting pattern throughout the year. Facebook and Twitter will update posts twice a day. YouTube videos will be posted on the rst Sunday of each month starting Feb. 1, 2015. Pandora ads will run four times within the year for one week in the beginning of February, May, August and November. The 20 blog inuencers will be encouraged through promotion to post on the rst days of February, May, August and November about Mary Kay products. The #CheckYourselfOut window clings will stay up for one year. Bus stop ads will be ighting twice in one year for three months at one time. (May-July & November-January) The mobile app will run for a full year allowing access to the target audience at any time during the day. Empowerment expos will run the last Saturday of each month. The Empowerment Fund nomination deadlines will be dependent on the region: Submissions begin March 1, 2015, and end June 28, 2015 for non-IBCs Submissions begin June 1, 2015, and end Sept. 28, 2015 for IBCs Winners will be selected at the end of August for nonIBCs and at the end of November for IBCs

REACH & FREQUENCY

Five times per month we plan to reach 75% of the target audience. Reach will range from 60-80% over the life of the campaign with a minimum frequency of 3.5. The goal for non-traditional reach is to get 40% of Millennials in each DMA to interact with Mary Kays Check Yourself Out campaign. Media weight will lean toward outdoor, guerrilla and mobile ads along with YouTube viral videos that will increase views at a high rate.

SALES PROMOTION
M E D I A // 2 1
Sales promotion carries the biggest responsibility in this campaign. We intend to generate 50,000 visits (click-throughs) to marykay.com with 40% target penetration in all 12 DMAs. The Check Yourself Out campaign is the primary vehicle for achieving the goal of increasing brand awareness among female Millennials. To achieve this goal, at least 40% of female Millennials in the 12 DMAs must participate in tangible brand experiences during the campaign. The Check Yourself Out campaign will host PR events where there will be numerous giveaways. Promotional items include compacts, mirrored phone cases and t-shirts. Visits to Mary Kays website will offer additional chances at prizes and subscriptions to the Mary Kay catalogs, with a giveaway of a top-end makeup kit. Female Millennial visits to the Mary Kay website will generate a permission-marketing database. Visitors who grant permission to receive emails will increase brand loyalty by responding to additional Mary Kay purchase incentives over the one-year Internet marketing campaign.

Seattle-Tacoma, WA

MEDIA
Minneapolis-St. Paul, MN New York, NY Chicago, IL Philadelphia, PA Washington D.C., VA

Salt Lake City, UT

GEOGRAPHY
We referenced SRDS data to evaluate and select the top DMAs that will be effective for the Check Yourself Out campaign.These market selections are predicted to have growth potential for Mary Kay products. By having a dominant online presence, the campaign has potential to go viral and reach outside of the DMAs. The DMAs are selected based on population total of females between the ages of 18-24 and health and beauty aid sales. The top twelve selected DMAs are listed in the chart below. Females 25+ 7,703,000 5,452,700 3,354,800 2,874,200 2,454,300 2,258,800 2,373,200 1,734,000 1,749,900 1,578,000 1,665,300 907,800 34,106,000 Sales of drug, health, and beauty aids (rank) $45,275,753,000 $26,113,154,000 $18,983,903,000 $15,630,372,000 $10,333,043,000 $9,995,091,000 $9,942,163,000 $12,453,274,000 $13,063,494,000 $8,207,211,000 $9,897,847,000 $7,770,380,000 (1) (2) (3) (4) (9) (10) (11) (7) (6) (16) (12) (17)

Los Angeles, CA Phoenix, AZ Atlanta, GA

Dallas-Ft. Worth, TX

Target DMA

Miami-Ft. Lauderdale, FL

DMA New York, NY Los Angeles, CA Chicago, IL Philadelphia, PA Dallas-Fort Worth, TX Atlanta, GA Washington, DC (Hagerstown, MD) Phoenix (Prescott), AZ Seattle-Tacoma, WA Minneapolis-St. Paul, MN Miami-Ft. Lauderdale, FL Salt Lake City, UT Total

Females 18-24 970,200 814,000 455,100 403,200 347,700 322,800 306,500 242,900 219,000 214,000 200,100 171,700 4,667,200

M E D I A // 2 2

MEDIA SCHEDULE
MONTH Week Online Marketing iAd AdWords Pandora Blog Inuencers Mobile App Social Media Facebook Pinterest Twitter YouTube Instagram Out-of-Home Bus Stop Ads #CheckYourselfOut Stickers Public Relations Empowerment Expos Empowerment Fund FEBRUARY 1 MARCH 6 7 8 9 APRIL 10 11 12 MAY JUNE 22 23 JULY 24 25 26 27 AUGUST 28 29 SEPTEMBER 30 31 32 33 34 35 OCTOBER 36 37 38 NOVEMBER DECEMBER 45 46 47 48 49 50 JANUARY 51 52 53

2 3

4 5

13 14 15 16 17 18 19 20 21

39 40 41 42 43 44

M E D I A S C H E D U L E // 2 3

Develop a $10 million proposal for a national, fully integrated marketing campaign... to be implemented to run from February 2015 to February 2016.

The heaviest emphasis should be placed on social/PR/digital promotions and other non-traditional elements.

BUDGET
Public Relations Events $2,445,000

Total Budget Breakdown

$10,000,000
Contingency $750,000

Mobile $1,100,000 Blog Influencers $20,000

Google AdWords & YouTube $1,500,000

Window Clings $25,000

Bus Stop $2,160,00 Pandora $1,000,000

Social Media $1,000,000

Bus Stop Mobile Mary Kay App Mobile Ads Pandora Blog Inuencers PR Events Empowerment Expos Brides Against Breast Cancer Empowerment Fund Promotional Items Partnerships Google AdWords & YouTube Window Clings Social Media Contingency TOTAL

$2,160,000 $1,100,000 $100,000 $1,000,000 $1,000,000 $20,000 $2,445,000 $750,000 $250,000 $250,000 $445,000 $750,000 $1,500,000 $25,000 $1,000,000 $750,000 $10,000,000

B U D G E T // 2 4

OVERALL EVALUATION
OBJECTIVES
1
Increase brand experience among female consumers ages 18-25

TECHNIQUES
1
Social media trafc, memory recognition, hosted parties, innovative content

POTENTIAL RESULTS
1
Increased social media trafc and sharing, Mary Kay brand recognition and Mary Kay parties Expanded donations toward partnerships and positive reviews from blog inuencers Increased IBC contracts among target market, and utilization of the app (ex: downloads, purchases, etc.)

2 3

Increase positive perception among female consumers ages 18-25 Increase preference of product for purchase and consideration for the Mary Kay business opportunity among female consumers ages 18-25 Increase brand awareness for current Mary Kay consumers

Survey responses, donations for partnerships, blog mentions, empowerment expo attendance IBC recruitment gures, survey responses, app downloads and conversions

2 3

Tracking social sharing and interactions online, repeat product sales related to expos and IBC reports

Increased awareness of Mary Kay partnerships and charities, and increased sales related to brand exposure

E V A L U A T I O N // 2 5

Testing will be conducted quarterly while the campaign runs. After the rst three months we will be able to see results of all campaign platforms running in full force, except for our interactive bus stop ads. This will give us a clear idea of how the campaign is running prior to our most innovative advertisement being released to the public. To measure the efciency of the campaign, the concurrent testing will include tracking the number of views on the videos, survey results, empowerment expo attendance, number of video submissions and product sales. In order to keep track of exactly who is purchasing Mary Kay, we will look closely at the consumers account information that is made in order to purchase products. Also, IBCs will keep track of their clients in more depth and report to Mary Kay with the details. Post-testing will occur directly after the campaign is over. We will measure several factors including recognition, views, social media interaction and sales. Recognition will show that the brand has not only grown with the appropriate demographic, but that the brand also has impacted them with a message that will last.

SOURCES & ACKNOWLEDGEMENTS

A SPECIAL THANKS TO...
Thank you to the members of Ad Club for their hard work and fundraising. We also would like to thank all of the beautiful women who participated in our surveys and focus groups. Thank you to the IBCs who informed us on everything Mary Kay. And lastly, we would like to give a huge thank you to our two advisors for taking the time to help us perfect our campaign. Phil Aiello Nic Clapp Eli Drljaca Mattie Eslinger Calli Hoyt Kaila Kissinger Media Manager Media Director Multi-Media Director Creative Director Copywriter Managing Editor Creative Director Media Director Graphic Designer Project Manager PR Manager Graphic Designer Graphic Designer Account Manager Advisor Advisor

SOURCES
Barton, C., Fromm, J., & Egan, C. (2012). The Millennial consumer: Debunking stereo types. The Boston Consulting Group, 3-7. Bus advertising and bus stop advertising (n.d.). Retrieved from http://www.bluelineme dia.com/bus-advertising Pew Research Internet Project. (n.d.). Health Fact Sheet. Retrieved from http://www. pewinternet.org/fact-sheets/health-fact-sheet/ Simmons Market Research Bureau. (2011). Simmons OneView: 2011 data [data set]. Retrieved from http://onewview.experian.com SRDS. (n.d.). DMA proles and maps. Retrieved March 17, 2014, from SRDS Media Solutions database. Static cling window poster: Full color window cling poster (n.d.). Retrieved from http:// www.printingxpert.com/full-color-static-cling-windows-lm-printing.html

Alicia Ly Kenzie Miller Brittany Murawski Alyssa Peterson Andrew Schaick Kristin Stockheimer Mariah Stulken Alyssa Wyngard Sara Steffes Hansen Taylor Krentz

S O U R C E S // 2 6

creating visions through one eye