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difference IS

THE

BEAUTIFUL


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EXECUTIVE SUMMARY RESEARCH THE different IDEA CREATIVE PROMOTIONS MEDIA EVALUATION

Chalkboard Creative

What do Einstein’s Theory of Relativity, the modern combustion engine and Apollo 11 all have in common? They all started as an idea on a chalkboard. Like many other great ideas, all our ideas were born on the chalkboard. Whether it’s a sketch, a slogan or a game of hangman, everything we do is covered in white dust.


EXECUTIVE SUMMARY

Mary Kay is a popular and well-respected direct sales cosmetic and skin care company that has been around for more than 50 years. Mary Kay aims to boost the confidence of its users and successfulness of its sellers by providing high-quality skin care and cosmetic products. Mary Kay gave Chalkboard Creative the following three objectives and challenged us to create an integrated marketing communications campaign to: • Increase awareness among female consumers ages 18-25 • Increase positive perception among female consumers ages 18-25 • Increase consideration for product purchase and for the Mary Kay business opportunity among female consumers ages 18-25 Through our primary and secondary research, Chalkboard Creative learned young women love makeup as much as the generations before them. They associate Mary Kay with positive attributes such as successfulness and competence. The problem is, however, they believe Mary Kay products are outdated and meant for more mature women such as their moms and grandmothers. We soon realized Mary Kay doesn’t need to change its products. Mary Kay only needs to make young women think differently about the company. To accomplish this, we repositioned Mary Kay as a modern, relevant and youthful brand. By making Mary Kay’s brand image different from any other cosmetic brand, we invite young women to think differently about their makeup routine, discover Mary Kay for themselves and see how beautiful the difference can be. Using the $10 million budget provided, we selected media options that strategically connect with young women, while not disrupting the solid position and positive image Mary Kay has with its core customers. With this strategy, we are confident we can raise brand awareness, improve perception and increase consideration for purchase. By doing so, Mary Kay will also attract younger Independent Beauty Consultants by making Mary Kay a more appealing and relevant brand for which to work.

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RESEARCH Our campaign isn’t about changing Mary Kay’s products, it’s about changing brand perception. Chalkboard Creative found through primary research that the At Play™ line is purchased by mothers for their daughters ages 12-15. However, with the traditional core line, Mary Kay

THE GAP 12

Likes to follow trends

14

Not concerned with skin care

15

Beginning to use makeup

Millennials 16 - 25

• 17 million women • 58% use cosmetics every day* • 94% claim makeup makes them feel confident*

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Comfortable ordering from print catalog

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More familiar with direct sales business model

35

Positive perception of Mary Kay

MARKET STRATEGY

effectively targets more mature women ages 26 and older. Do you notice the gap? We sure did. Mary Kay is not effectively targeting young women ages 16-25. To address this problem, we suggest adjusting the packaging and logo of the At Play™ line while also

promoting select products from the core line to the target market through multiple media outlets. Using a new messaging strategy that speaks directly to young women, Mary Kay can build awareness and encourage consideration for purchase among the desired target market.

Through Chalkboard Creative’s research, we learned women start wearing makeup regularly earlier than 18. Therefore, we have expanded the target market to include girls and young women ages 16-25. According to our survey research, 68 percent of Mary Kay users in this target market are in the heavy-user segment, proving young women enjoy purchasing and wearing makeup. Chalkboard Creative found through focus groups that millennials do not respond well to a hard sell. Instead, they prefer a more subtle approach. We also found 90 percent of millennials seek out beauty blogs to find swatches, reviews and other buzz about products before buying.

Millennials are also more conscious of corporate social responsibility efforts and actively seek out ways to help the community, such as purchasing products from which a portion of the sales go to a cause they support. We have used these insights to create a strategically sound campaign to encourage millennials to think differently about Mary Kay.

THE MILLLENNIAL difference

IBC SUSTAINABILITY MODEL

* Findings came from Chalkboard Creative’s national survey

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a ti

ti o

nu

n

Attraction

C o n ti

The IBC sustainability model is the attraction, interaction and continuation of the Mary Kay brand. The attraction begins with the Difference is Beautiful campaign, which draws young women to Mary Kay. The interaction occurs when some of these young women decide to become IBCs. The continuation happens when these young IBCs reinforce the brand’s younger image. In turn, this attracts younger consumers, continuing the cycle.

on

c a r I nt e


SWOT ANALYSIS

Weaknesses

Strengths

• High-quality and affordable products • Loyal consumers who love the brand • Helps women achieve personal growth and financial success • Corporate social responsibility

• Not advertising to the 16-25 age group • Lack of social media presence • Young women think of Mary Kay as their grandmother’s makeup. • At Play™ has an unappealing packaging and logo design

Threats

Opportunities • Ability to reach a targeted market through inexpensive social media • College campus programs • Target market ideals are aligned with Mary Kay’s philanthropic efforts. • Mary Kay products and price point meet the needs of young women.

• Young consumers are more likely to buy cosmetics from a drug store. • Competitors have more brand equity with the desired target market. • Hypercritical online reviews • Highly competitive cosmetic market

COMPETITORS

• Direct-selling business model • Carries more than just makeup • Brand marketing representatives • Start-up cost is $10 • Low brand awareness

• Easily attainable • Quality drug store makeup • Owns Maybelline • Empowers women • Uses celebrity endorsements

65.2%

• Inexpensive • Easily attainable • Color cosmetics are its primary focus. • Starting to focus on natural products • Uses celebrity endorsements

WHICH COSMETIC BRAND IS YOUR FAVORITE?*

of women we surveyed said they would consider purchasing through direct selling.*

30% prefer

11.1% prefer

Revlon

33.7% prefer CoverGirl

* Findings came from Chalkboard Creative’s national survey

• Inexpensive • Easily purchased • Wide variety of products and colors • Heavy advertising • High brand awareness

Mary Kay

18.4% prefer L’Oreal

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METHODS

Chalkboard Creative studied the cosmetic market and immersed ourselves in any secondary research we could find. We gathered opinions and information from more than 1,000 women in the target market. We surveyed 868 women in 22 states, asking them questions about media preferences, makeup brand perceptions and knowledge of Mary Kay. Seven focus groups were conducted to discuss Mary Kay brand knowledge, cosmetic trends, competitors and media usage. To gain more consumer insight, we asked four women to complete video blogs discussing the way Mary Kay makeup makes them feel. Once we began developing this campaign, we held multiple copy test sessions attended by more than 180 participants to evaluate and sharpen the message.

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SURVEY QUESTIONS WHAT SINGLE FACTOR IS MOST IMPORTANT TO YOU WHEN BUYING COSMETICS? Ability to try it before I buy it 5.1% Brand status 1.6% Convenience of purchase 2.8% Price 21.7% Prior experience with the product 30.9% Quality 38%

I REALLY ENJOY BUYING COSMETICS.

reliable

upper-class

6

pink

Cadillac

old successful

Never, rarely wears makeup 9.6 %

1-3 days per week 21.2%

4-6 days per week 31%

Strongly agree 25.8% Agree 37.4% Neither agree nor disagree 19% Disagree 11.6% Strongly disagree 6.2%

HOW SURVEY RESPONDENTS DESCRIBED MARY KAY

HOW OFTEN DO YOU WEAR MAKEUP?

Daily, always wears makeup 38.1%

HOW THEY WILL DESCRIBE MARY KAY AFTER THE CAMPAIGN

quality

modern youthful

fun

different

relevant


A different KIND OF RESEARCH

Hannah, 19

Chalkboard Creative asked young women to try Mary Kay products and then answer questions about how makeup made them feel. Over three days, we asked them to go one day without makeup, one day using only Mary Kay products and a third day using their favorite Mary Kay product

with their typical makeup routine. They recorded their feelings and experiences on a video blog. On the day without makeup, most of the women said they felt less confident. Some felt other people saw them as lazy. On day two, their confidence dramatically increased

because they were wearing makeup. On day three, each participant discussed why they liked the Mary Kay product they chose to use again. By engaging in this intimate style of research, the women revealed to us that using Mary Kay cosmetics can make a beautiful difference.

INSIGHTS “I don’t feel like I’m beaming with confidence. I feel plain, more ordinary, I guess.” (day 1) “I think it did change my behavior a little bit. It made me a little less outgoing.” (day 1)

“I feel comfortable wearing makeup that I know.” (day 3)

Kalie, 22

“[The] positive aspect of not wearing makeup was I did not take as much time in the morning getting ready.” (day 1)

Emily, 22

RESEARCH

“The mascara doesn’t make your eyelashes clump, which [was] impossible to find, until now.” (day 3) “If I saw that packaging in a store, I would walk right past it. It doesn’t look like something you would pay a good amount of money for.” (day 3)

“My confidence level was a four or a five because I liked [Mary Kay® Ultimate Mascara™].” (day 3)

Courtney, 18

“When I go to school without makeup, it feels like people are looking at me differently.” (day 1)

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A different IDEA

After extensive research and copy testing, Chalkboard Creative has crafted a creative strategy to accomplish all three goals presented in the case study. Our primary research found Mary Kay’s main problem is the perception that the brand is only for women in their 40s and older. To address this perception, we’ll kick off the campaign with an ad that tells young women Mary Kay is not just for their moms. Through our research, we discovered many young women struggle with similar everyday cosmetic issues, such as flaking mascara and chalky, dry lipstick. They are constantly looking for solutions and willing to try new products to solve their problems. We determined that the best way to reposition Mary Kay is to challenge women to think differently about the company and see the benefit of using its products. To accomplish this, we developed print ads that are drastically different from anything Mary Kay or any other cosmetic company has produced. Every aspect of our campaign is different from the traditional approach typically used to advertise cosmetics. We don’t show highly airbrushed close-ups of flawless models. Instead, we focused on dilemmas young women face every day and will identify with instantly. The ads display Mary Kay products as the solutions to their problems. The light, humorous tone, clean layouts and relevant copy are appealing to young women. We believe this different approach will command their attention and change their perception of Mary Kay.

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CREATIVE

WHY AT PLAY™ NEEDS TO BE different

Our research discovered young women find the At Play™ logo and promotional material unappealing. They believe At Play™ was meant for tweens. The biggest reason they have this perception is because the @ symbol is reminiscent of AOL, a dated brand, which does not connect with them. Millennials feel the @ symbol is an example of baby boomers trying too hard to be young and relevant. Through focus groups, Chalkboard Creative discovered the target audience prefers sleek packaging. We have created a new At Play™ logo featuring fun cursive font that is appealing to the target market. The color of the packaging will be changed from white, a color that will get dingy in a woman’s makeup bag, to a matte charcoal gray. The dark gray will still stand out from the core line and make young women think differently about Mary Kay.

SEE THE difference :

RADIO SPOT

The tone of the radio spots will be confident and sassy while remaining upbeat.

SPOT 1: BRAND

Cake can be a girl’s best friend, and Grease is fine if we’re talking about John Travolta in that tight black shirt. But if we’re talking about makeup, these are the last words you want to hear. With Mary Kay, the only words you’ll hear are full lashes and weightless foundation. So click the banner and find a Mary Kay Independent Beauty Consultant near you because when you think differently about Mary Kay, the difference is beautiful.

SPOT 2: IBC You deserve better than working a pointless job for a terrible boss. You’re driven, you’ve got more ambition than you know what to do with, and you have what it takes to call the shots. Mary Kay lets you have a fun and rewarding career. So click the banner to see the beautiful difference working as a Mary Kay Independent Beauty Consultant can make for you.

ONLINE BANNER ADS 13


PROMOTIONS - REGIONAL GEOGRAPHIC STRATEGY

Chalkboard Creative decided to focus these promotions on college campuses and select cities in the South and Midwest. We chose these regions because, based on the Market Research Index, women in these regions are more likely to be consumers of Mary Kay products than the general population.

111 113

MIDWEST INDEX

SOUTH INDEX

A different KIND OF EMERGENCY

Objective: Increase brand awareness and Mary Kay’s social media presence. What: These will be faux “break in case of emergency” boxes made of Plexiglas and metal with Mary Kay products visible inside the box. Featured products include Mary Kay® True Dimensions™ Lipstick, CC Cream and Lash Love® Lengthening™ Mascara. When: February - August 2015 Where: The boxes will be placed in shopping centers and malls. How: Mary Kay will buy ad space in shopping centers to display the boxes. To make the promotion interactive, #spotthebox will be printed on the boxes. Mary Kay will feature the most unique uses of the hashtag on its social media sites. This hashtag will raise awareness about Mary Kay and boost social media traffic. This humorous and different approach to guerilla marketing will catch viewers’ attention and make them take a second look, showing them the beautiful difference.

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Cost: 100 Boxes Decals Mall ad space (seven months) Total

$850 $250 $525,000 $526,100


PROMOTIONS - REGIONAL

CAMPUS REPRESENTATIVES Objective: Increase brand awareness, brand perception and attract younger IBCs.

What: Campus representatives will organize and run Mary Kay promotional events, raise brand awareness and reach out to local philanthropies on college campuses. The representatives will promote Mary Kay by passing out promotional goodies such as water bottles, makeup bags and reusable totes. This program offers valuable experience for women wanting to enter the advertising, event planning or marketing field. Working as a campus representative will also be a training ground for future IBCs, allowing energetic, motivated women to become familiar with the Mary Kay brand and culture. When: September - December 2015 Who: Women 18-22 (two representatives per campus)

TARGETED CAMPUSES Auburn University Florida State University Illinois State University Kansas State University Liberty University Louisiana State University-Baton Rouge Marquette University Michigan State University Ohio State University

Where: 37 universities How: The campus representatives are an approachable link between IBCs and younger consumers. Staying true to Mary Kay’s business model, campus representatives will not sell Mary Kay products but rather exemplify Mary Kay as an attainable and attractive brand. These women will bring a young fresh look to Mary Kay. Prospective campus representatives will apply and interview so Mary Kay can recruit the best women to embody the brand.

Oklahoma State University-Stillwater Purdue University Southern Methodist University Texas A&M University Texas Christian University Texas Tech University University of Alabama University of Arkansas University of Florida University of Georgia University of Illinois at Urbana-Champaign University of Iowa University of Kansas

RACE FOR THE REPS

University of Kentucky

Objective: Spark internal sales and excite the IBCs about the new campus representatives. What: The internal competition will be among national units. The unit with the highest sales and/or most unit growth will win. When: April - June 2015 Who: Directors and IBCs within each national unit. How: Mary Kay will promote this internal competition among national units to determine who will work alongside the campus representatives. The winning 37 units will be allowed to work with the campus representative program. Winning the competition will also give the unit access to October’s Mary Kay Makes a Difference event.

University of Michigan University of Minnesota-Twin Cities University of Mississippi University of Missouri-Columbia University of Nebraska-Lincoln University of North Carolina at Chapel Hill University of Oklahoma University of South Carolina University of Tennessee University of Texas at Austin University of Virginia University of Wisconsin-Madison Virginia Polytechnic Institute & State University West Virginia University

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PROMOTIONS - REGIONAL

MARY KAY MAKES A difference MONTH

Objective: Increase awareness of domestic violence and Mary Kay’s fight to end it. What: Mary Kay will host the Kiss the Canvas event enabling women to join the fight against domestic violence. Stations with large canvases will be set up during the event on college campuses. An outline of puckered lips will be printed on the giant canvases. Participants will be able to purchase a sample lipstick for $1, apply the lipstick and then kiss a designated area on the canvas. Each lipstick color will correspond to a symbol on the canvas. The resulting image will appear as a unified lip print. The purpose of the event is to launch the monthlong fundraiser for domestic violence awareness. The money raised from selling the samples will go toward local women’s shelters and domestic violence centers. Who: Women of all ages may participate. Campus representatives will work the event. Winning IBCs will assist women who wish to make a purchase.

When: Event date is Oct. 1, 2015. The lipstick sales promotion will be during the entire month of October. Where: In high-traffic areas on the 37 universities’ campuses. How: Event promotion will begin internally through InTouch memos and e-cards. Social media will be the primary form of promotion. Media kits will be sent to corresponding universities and regional news outlets. To create excitement, the event will be a competition between campuses. The Mary Kay Foundation will feature the winning campus — the school that raises the most money — in its newsletter the following quarter. Cost: Sample costs for 37 campuses $34,965 4 X 8-foot rolled canvas for 37 campuses: $3,500 Total: $38,465 Why are we doing this: To kick off Mary Kay Makes a Difference Month. During October, Mary Kay will sell the same five colors from the Kiss the Canvas event in full size for $16. The retail price is $15 and $1 will go to domestic violence shelters. Kiss Domestic Violence Away Video: This typographic video shows Mary Kay is addressing the fight to end domestic violence and working to make a difference. It helps launch and promote Mary Kay Makes a Difference Month and brings awareness to the Kiss the Canvas event.

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KISS DOMESTIC VIOLENCE GOODBYE VIDEO

When is a makeup company more than just a makeup company?

What if it’s made out of more than just makeup?

What if it cared about the 1 in 4 women who have experienced domestic violence?

What if it tried to help 4 million women who are abused in their own homes each year?

What if you could make a difference?

This October, Mary Kay will donate $1 for every select lipstick you buy to domestic violence shelters.

Together, we can kiss domestic violence goodbye.

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PROMOTIONS - NATIONAL

BEAUTY BLOGGERS Objective: Increase brand awareness through opinion leaders in the beauty blogging industry. What: Pay influential beauty bloggers to blog about and advertise Mary Kay products. Bloggers/websites will include: Amy Nadine, The Beauty Department Tati Westbrook, GlamLifeGuru Ashley Weatherford, AugustSkin Teni Panosian, Miss Maven Alix Coburn, I Covet Thee We chose these women because they are well-known bloggers in the beauty industry and have been recognized in publications such as Allure. When: Mary Kay pays each blogger to write sponsored posts reviewing products. The bloggers will post over six weeks and will create several posts including reviews of the product line and demonstrations of the products. Cost: $350,000

A different WAY TO SHARE

Objective: Unveil the redesigned At Play™ by Mary Kay line and increase brand exposure for it. What: Stickers of lip prints with the new At Play™ by Mary Kay logos will be placed in Seventeen. Why: Millennials are a generation of sharers. If they find something they love, they have to share it with the world. So why not give them something to label the things they love? The stickers and #spreadthelove allow everyone on social media to see what young women of the world are loving while promoting Mary Kay on social media. Who: Seventeen readers When: March, May, July, September and December 2015 Where: The sticker sheets will run nationally in Seventeen as a full-page ad. Additional budget is allocated, allowing the sticker pages to be bound in the magazine. How: The copy on the stickers will encourage readers to remove and place them wherever they desire. For example, women can put the stickers on items such as water bottles, computers or movie posters with Bradley Cooper’s face. The stickers are an interactive promotion that outlasts magazine issues by encouraging the reader to share stickers on social media with #spreadthelove. Additional impressions for Mary Kay will come from those who see the stickers outside the publication. The stickers’ reach will increase exponentially when posted on social media.

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SOCIAL MEDIA ON MARYKAY.COM

DIGITAL

In order to grab young consumers attention, the corporate Mary Kay site needs a few changes. Moving social media icons to the top of the website will entice users to visit Mary Kay social media networks. A live feed of social media outlets will also link all online activity in one location. A key trend among millennials is an obsession with social media. Social media for corporate Mary Kay needs a cohesive flow in all channels. Each post, tweet, video and picture needs to capture Mary Kay’s beautiful difference. Social media will play a big role in promoting upcoming events and campaigns. Hashtags encourage followers and friends to interact with Mary Kay’s social media channels. Social media is a quick and cost-effective way to market to millennials. On Pinterest, we will link Mary Kay’s pinboards to its social media sites to attract more followers and capitalize on the 68.2 percent of Pinners who are women.

KAILEY PATTON

Hi There!

MY FAVORITES

Are you wanting a new look? I’m always trying new products and letting you know what I think. Call, text, or email me today. phone: 405-564-3095 email: kaileypatton@yahoo.com Mary Kay® Creme Lipstick Really Red (Satin)

MY BLOG

SPECIAL EVENTS

CONSULTANT PAGE

Interaction between consultants and consumers on the current Mary Kay website is limited. To increase interaction, we redesigned the personal IBC web pages. The new web pages allow each IBC to personalize the site to match her personality, strategy and sales approach. A predesigned template with interchangeable sections allows for customization while also allowing Mary Kay to control content. The interchangeable sections include: IBC bio, links to Mary Kay social media, contact information, video blog, featured products, a written blog and an events calendar.

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MEDIA

OBJECTIVES

• Maintain a 12-month advertising presence that will deliver a total of 3,930 GRP’s and 668,100,000 impressions. • A paid-media budget of $8.3 million achieves an effective reach of 75 percent with a 5.7x average frequency across the target market during peak advertising periods.

STRATEGIES DIGITAL

Rationale

FACEBOOK.COM 232,560,000 IMPRESSIONS

Advertising on Facebook will help amplify our efforts to increase awareness with our target audience. Millennials make up 84 percent of all social media users, and 75 percent of millennials are Facebook users. With a budget of $930,240, we will reach 38 percent of our audience at a 3x frequency each month. The method we will use is a cost-per-thousand impressions bid.

Rationale

PANDORA.COM 124,440,000 IMPRESSIONS

According to Pew Research, millennials devote approximately three hours each week listening to streaming music. Pandora is the online radio with the largest audience of millennials, which makes up 34 percent of all listeners. Pandora’s 15-second ads can’t be avoided, providing Mary Kay with the listener’s undivided attention. With this media buy we will reach 20 percent of our audience with 3x frequency.

ONLINE MAGAZINE ADS 61,200,000 IMPRESSIONS Cosmopolitan and Seventeen Online Banners Rationale Millennials are highly active in digital media. Thirty-seven percent read magazines online. The banner ads are used alongside traditional print ads to add extra frequency to the campaign. These ads will be placed during the initial launch of the campaign. We will reach 20 percent of our target with a 3x frequency each month for 30,600,000 impressions each.

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• Use national print and digital media to target women 16-25. • Integrate all advertising to send consumers to the website to find an IBC. • Focus promotional media in the South and Midwest based on the highest MRI indexing.

PRINT

SEVENTEEN MAGAZINE: 51,000,000 IMPRESSIONS

Rationale

Seventeen has a circulation of 2,023,251. Readers between the ages of 16-19 are reached more through Seventeen than its competitors. Thirty-three percent of Seventeen readers are 1925. Ads in Seventeen will alternate each month between print ads and the Spread the Love sticker promotional ad. This purchase also allows Mary Kay ads to be placed on Seventeen’s digital magazine. These digital copies are now available on tablet devices such as iPad, iPhone, Windows 8 devices, Android tablets and Kindle Fire.

GLAMOUR MAGAZINE: 73,950,000 IMPRESSIONS

Rationale

Glamour has a circulation of 2,374,170. Our target audience makes up 17 percent of Glamour readers. Mary Kay will have one full-page ad each month throughout the year of the campaign. This purchase also allows Mary Kay ads to be placed on Glamour’s digital magazine. These digital copies are now available on tablet devices such as iPad, iPhone, Windows 8 devices, Android tablets and Kindle Fire.

COSMOPOLITAN MAGAZINE: 73,950,000 IMPRESSIONS

Rationale

Cosmopolitan has a circulation of 3,015,858. Our target audience makes up 34 percent of Cosmopolitan readers. Cosmopolitan is also the best-selling magazine in college bookstores and has been for 25 years. Mary Kay will purchase one full-page ad each month throughout the year of our campaign. This purchase also allows Mary Kay ads to be placed on Cosmopolitan’s digital magazine. These digital copies are now available on tablet devices such as iPad, iPhone, Windows 8 devices, Android tablets and Kindle Fire.


MEDIA FLOWCHART Feb. March April

DIGITAL Pandora Facebook Seventeen.com Cosmopolitian.com Monthly GRP’s Reach and Frequency total

MAGAZINE Seventeen “Spread the love” promo in Seventeen

Cosmopolitian Glamour Monthly GRP’s Reach and frequency total Total for paid media

May

June

July

Aug.

Sept.

Oct.

Nov.

Dec.

MK makes a difference

Website updates

XXX XXXX XXX XX X X XXXX X XX XXX X X X XXX

235 235 235 235 235 235 175 175 175 175 175

OTHER

175

$1,500,000

124,440,000

$930,240 232,560,000 $367,200

30,600,000

$489,600

30,600,000

GRP total- 2460

Total- $5,051,336 Total- 249,900,000

X X X

X

X X X

X

X X X

X

X X X

X

X X X

X

X X X

X

195 50 195 50 195 50 195 50 195 50 195 50 34% reach

$870,930

51,000,000

$950,930

51,000,000

$1,786,410

73,950,000

$1,443,066

73,950,000

GRP total- 1470

5.8x frequency

75% reach 5.7x frequency Total- $1,010,513 Total- 773,075,398

XXX XXX X

X XX

X XX XX XX

$526,100

758,333,275

$38,465

2,362,844

$20,000

9,472,851

$125,948

2,362,844

$300,000

543,584

Total- $651,111

Production

$600,000

Evaluation costs

$35,000

Contingency

$16,111

Total

Impressions

61% reach 3.8x frequency

61% reach 3.8x frequency

Campus reps Blogging partnerships

Cost

Total- $3,287,040 Total- 418,200,000

PROMOTIONS Emergency boxes

Jan.

$10,000,000

Regional media National media

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EVALUATION

A different APPROACH: To achieve the goals presented in the case study, we created a campaign that repositions Mary Kay as more youthful and relevant to young women 16-25, while staying true to the Mary Kay brand and business model. Our campaign: · Increases awareness by using media vehicles popular with young women and hosting on campus promotions · Increases positive brand perception among the desired target market by using relatable copy, appealing layouts and a different approach in all advertising · Increases consideration for product purchase by guiding interested customers to IBCs near them · Increases consideration for Mary Kay business opportunities by creating the campus representative program, running IBC recruitment spots on Pandora and repositioning Mary Kay as a youthful brand

EARNED 763,602,547 IMPRESSIONS Mary Kay Makes A Difference Kiss the Canvas YouTube Spread the Love stickers Blogging partners Campus representatives Emergency boxes

MEASURING THE difference Chalkboard Creative recognized that the most important step in

every campaign is to ensure the client’s money is spent wisely and effectively. That’s why we’ve budgeted $35,000 to fund ongoing market research to measure the effectiveness of the campaign. This tracking will allow us to anticipate pitfalls and adjust media and messaging. Our tracking will include: · Social media metrics and website traffic counts · IBC recruitment · Promotional events attendance and engagement

PAID 668,100,000 IMPRESSIONS Print and online magazine ads Online radio Facebook ads

· Pre/post surveys to determine increase in brand awareness and perception Chalkboard Creative believes this campaign has lasting power beyond 2015-2016. New creative executions of the same theme could run in magazines and online in future years. This will allow the campaign

OWNED

to maintain Mary Kay’s youthful image.

242,032,851 IMPRESSIONS Social media networks Website Packaging design

When you think differently about Mary Kay, the difference is beautiful.

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Chalkboard Creative

Madison Bryan Account Executive Most likely to be on SNL

Dani Comstock Media Manager Class Flirt

Taylor Foley Design Manager Best Hair

Allie Fox Promotions Prettiest Smile

Hunter Fugate Promotions Best Dressed

Rusty Holzer Media Most likely to die first

Megan Horton Copy Editor Sleeping Beauty

Gil Marom Video Mr. International

Kellie Philpot Production Manager Most likely to host a TV show

Josh Rich Copywriter Mr. NSAC

Alyssa Simmons Designer Most Punctual

Ethan Smith Designer Most likely to bust a move

Liz Worsham Promotions Manager Life of the Party

Whether it’s a sketch, a slogan, or a game of hangman, everything we do is covered in white dust.

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ATTRIBUTIONS

A. Clinesmith, personal interview, December 1, 2013. Advertise on Facebook. Retrieved February 15, 2014, from https://www.facebook.com/ads/create/?campaign_id=588744587850527 Advertising Opportunities. Retrieved from http://www.cambridgesidegalleria.com/mimages/csg.pdf​ Allure. Meet the Winners: Beauty Blogger Awards 2013. Retrieved from http://blogger-awards.allure.com/winner-page/ Andrea. May 16, 2013. The Makeup of Millennials’ Beauty Routine. Retrieved from http://blog.lab42.com/the-makeup-of-millennials-beauty-routine Augusta Falletta. July 24, 2013. The 50 Best Beauty Blogs. Retrieved from http://beautyhigh.com/beauty-blogs/ Augusta Falletta. May 16, 2013. Infographic: The Millennials’ Makeup Habits and How You Fit In. Retrieved from http://beautyhigh.com/infographicmillennials-makeup-habits/ Christine Erickson. Feb. 25, 2012. 13 ‘Pinteresting’ Facts About Pinterest Users [INFOGRAPHIC]. Retrieved from http://mashable.com/2012/02/25/pinterest-user-demographics/ Consumer Magazine Media. Retrieved February 17, 2014, from http://next.srds.com/nmp/search/class/2969-media?wp=y Cosmetic Bags. Retrieved from http://www.wholesaleaccessorymarket.com/Damask-10-Pouch-with-Black-Trim-909-501-B.asp Gabrielle Korn. June 11, 2013. Future Favorites: 9 New Beauty Blogs Worth Bookmarking. Retrieved from http://www.refinery29.com/beauty-blogs#slide-1 Glamour Media Kit. Retrieved February 17, 2014, from http://www.condenast.com/brands/glamour/media-kit MRI+ MediaMark. Fall 2005 Product Report. Health and beauty aids – Women. Used in the last six months: Mary Kay. Retrieved January 28, 2014, from MRI+ MediaMark. MRI+ MediaMark. Fall 2012 Media Report. Demographics-Respondent. Retrieved February 27, 2014, from MRI+ MediaMark. National Universities. Retrieved from Colleges.usnewsrank.rankingsandreviews.com/best-college Order Custom Stickers. Retrieved from http://stickerobot.com/order/ Posters. Retrieved from http://www.staples.com/sbd/content/copyandprint/posters.html Products & Specs. Retrieved February 20, 2014, from http://advertising.pandora.com/products-specs/ Raw Unprimed Medium Weight Cotton Canvas. Retrieved from http://www.misterart.com/canvas/rolled-canvas/fredrix-raw-unprimed-mediumweight-cotton-canvas.html Reader Profile. Retrieved February 17, 2014, from http://www.seventeenmediakit.com/r5/showkiosk.asp?listing_id=4285342&category_id=31773 Squeeze Water Bottle. Retrieved from http://www.bulletinbottle.com/bpa-free-plastic-water-bottles/squeeze-water-bottle The Cosmo Effect. Retrieved February 17, 2014, from http://www.cosmomediakit.com/r5/showkiosk.asp?listing_id=360482&category_ code=read&category_id=27810 The Little Shopper Grocery Tote. Retrieved from http://www.reusablebagsdirect.com/reusable-bags/little-shopper-grocery-tote Transparent plastic wall mount enclosure. Retrieved from http://mysaipwell.en.alibaba.com/product/1553066135-219306999/High_ quality_200_200_95mm_ip66_ABS_PC_Transparent_plastic_wall_mount_enclosure_with_CE_Rosh.html?edm_src=sys&edm_type=fdbk&edm_ grp=0&edm_cta=read_msg&edm_time=realtime&edm_ver=e Wage and Hour Division. Retrieved from www.dol.gov/whd/minimumwage.htm www.marykay.com

SPECIAL THANKS Applied Technologies Betsy and Michael Horton Dr. Bobbi Kay Lewis Brownstone Antiques Christian Counseling Associates Dr. Danny Shipka Darryl and Rhonda Worsham Dave and Debbie Foley Donna Calipetro

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Dr. Dustin Lively, DDS Farmrail Systems, Inc. Jean Howell Dr. Ken Kim Kent Dieball Kevin and Rhonda Bryan Krush Group Lisa Fox Sylvia and Jacov Marom

Advisers Dr. Jami Fullerton Prof. Matt Elliott

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Oklahoma State University - NSAC Mary Kay

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