TABLE OF CONTENTS 2 MARY KAY 15 SEEK WEBSITE EXECUTIVE SUMMARY 3 RESEARCH 16 SEEK APP 4 SURVEY 17 IBC APP 5 CAMPAIGN STRATEGY 18 SOCIAL MEDIA 6 TARGET SEGMENTS 19 PHILANTHROPY & 7 INTRO CREATIVE SPONSORSHIPS 8 PRINT ADS 20 MARKETING 9 ONLINE ADS 21 MEDIA MIX 10 PREROLL VIDEOS 22 MEDIA MIX CONT. 11 SEEK MAKEUP 23 MEDIA SCHEDULE 12 MARY KAY PROGRAMS 24 BUDGET 13 JUNIOR IBC 25 EVALUATION 14 CAMPUS REPS 26 ABOUT PERIMETER
Mary Kay is a world-renowned beauty brand, whose mission is to enrich the lives of women, and to provide them with the tools and confidence women need to become successful entrepreneurs. However, a disconnect has formed between women in the Gen Y audience and the Mary Kay brand. Eighteen to twenty-five year-old women often view the Mary Kay brand as outdated and too expensive for a young adult’s budget. Additionally, the role of an Independent Beauty Consultant (IBC) is not viewed as relatable or attainable to the younger time-starved generation. Mary Kay’s challenge is to renew and refresh brand perception in the eyes of the younger generation and create new programs that are manageable and appealing to the 18-25 year-old target audience. Mary Kay will inspire young women to take control of their future and seek new opportunities for success.
MARY KAY STRENGTHS
· One of the largest cosmetic companies in the U.S. · Products are sold in more than 35 different countries · Mary Kay has over 3 million IBCs · Relationship oriented company, cares about customers · Large philanthropic actions and dominations · Offers intimate and personalized service to consumer · Strong core company values · Business model allows IBCs to work for themselves, to be entrepreneurs · Well-established and high caliber reputation
WEAKNESS · Consumers can only purchase products through IBCs
· The Mary Kay brand is often viewed as old and too expensive · The hidden costs for IBCs (website, shipping and credit card) · Mary Kay’s poor online reputation · High priced products for Gen Y consumers · House parties are not appealing to the Gen Y audience
OPPORTUNTIES · Create new opportunities for customers to purchase products
WHAT WE CONSIDERED Mary Kay is a top beauty company that develops, tests and manufactures facial skincare, color cosmetics, body care, sun protection and fragrance that meet safety and quality standards. The company, manufacturing facilities and headquarters are located in Dallas, Texas. The company proudly emphasizes the core values of the golden rule, prioritizing life, making every person feel important and having the go-give spirit in every endeavor undertaken. Mary Kay uses the direct selling model so IBCs can connect and foster relationships with customers. Mary Kay Ash believed in the importance of recognizing people’s success. Mary Kay believes in the importance of recognition and great rewards for company employees. Mary Kay also tries to improve communities and has numerous corporate responsibility programs such as Pink Doing Green, Pink Changing Lives and Beauty That Counts. Mary Kay is built on a foundation of caring and hopes to make women feel beautiful, confident and connected. The overall goal is always to enrich women’s lives.
COMPETITORS In U.S. brand ranking Mary Kay’s biggest competitors for skin care:
In U.S. brand ranking Mary Kay’s biggest competitors for color:
In U.S. brand ranking Mary Kay’s biggest competitors for fragrance:
Top Direct Selling Companies:
· Present self directly to Gen Y, become well known to the target audience · Move more into the digital world and become more interactive · Create a reason that makes Gen Y want to purchase Mary Kay products · Increase loyalty among Gen Y · More incentives for Gen Y to become IBCs
THREATS · Retail stores
· Online retail · Avon, relates to Gen Y with Mark · Gen Y relates with competitors · Direct selling companies moving to kiosks
Research focused on purchasing habits, perception of the Mary Kay brand, and lifestyle habits of women 18-25 years old. Primary research supported by secondary research provided insights to create new programs and a fresh campaign.
Approximately 250 participants participated in the research. The research involved an image of the brand logos of three categories: skincare, perfume and color. The subject was then asked the following four questions for each category:
SPEND 2 MORE HOURS PER DAY BROWSING THE WEB 1. What do you personally prefer? 2. What does your mom prefer? 3. Place the brands from highest to lowest quality? 4. Place the brands from most expensive to least expensive?
SKINCARE WHAT DO YOU PERSONALLY PREFER?
Clinique 1st, Neutrogena 2nd, Olay 3rd, Mary Kay 4th, Lancôme 5th, Avon, 6th, Proactive 7th WHAT DOES YOUR MOM PREFER? Clinique 1st, Lancôme 2nd, Mary Kay 3rd, Avon 4th, Olay 5th, Neutrogena 6th, Proactive 7th PLACE THE BRANDS FROM HIGHEST TO LOWEST QUALITY? Clinique 1st, Lancôme 2nd, Mary Kay 3rd, Proactive 4th, Avon 5th, Olay 6th, Neutrogena 7th PLACE THE BRANDS FROM MOST EXPENSIVE TO LEAST EXPENSIVE? Lancôme 1st, Clinique 2nd, Mary Kay 3rd, Proactive 4th, Avon 5th, Olay 6th, Neutrogena 7th
PERFUME WHAT DO YOU PERSONALLY PREFER?
TAKE ACTION AFTER SEEING A PRODUCT ON SOCIAL MEDIA PARTICIPATE ON PINTEREST, INSTAGRAM, TUMBLR PARTICIPATE ON FACEBOOK
GOALS GET A NEW JOB TAKE A COURSE AT A COLLEGE/UNIVERSITY GET MARRIED
Chanel 1st, Victoria’s Secret 2nd, Dolce & Gabanna 3rd, Estee Lauder 4th, Mary Kay 5th, Avon 6th WHAT DOES YOUR MOM PREFER? Estee Lauder 1st, Chanel 2nd, Avon 3rd, Mary Kay 4th, Dolce & Gabanna 6th, Victoria’s Secret 5th PLACE THE BRANDS FROM HIGHEST TO LOWEST QUALITY? Chanel 1st, Dolce & Gabanna 2nd, Estee Laduer 3rd, Avon 4th, Mary Kay 5th, Victoria’s Secret 6th PLACE THE BRANDS FROM MOST EXPENSIVE TO LEAST EXPENSIVE? Chanel 1st, Dolce & Gabanna 2nd, Estee Lauder 3rd, Mary Kay 4th, Victoria’s Secret 5th, Avon 6th
FAMILY & HOME LIFE
WHAT DO YOU PERSONALLY PREFER? Cover Girl 1st, MAC 2nd, Clinique 3rd, Maybeline 4th, L’Oreal 5th, Mary Kay 6th, Avon 7th WHAT DOES YOUR MOM PREFER? Clinique 1st, Avon 2nd, Mary Kay 3rd, Cover Girl 4th, Maybeline 5th, L’Oreal 6th, MAC 7th PLACE THE BRANDS FROM HIGHEST TO LOWEST QUALITY? Clinique 1st, MAC 2nd, Cover Girl 3rd, Avon 4th, Mary Kay 5th, Maybeline 6th, L’Oreal 7th PLACE THE BRANDS FROM MOST EXPENSIVE TO LEAST EXPENSIVE? MAC 1st, Clinique 2nd, Mary Kay 3rd, Avon 4th, L’Oreal 5th, Cover Girl 6th, Maybeline 6th
SINGLE NO KIDS AT HOME HAVING SOME COLLEGE EXPERIENCE
83.3% WOULD SHOP AT A DIFFERENT STORE TO SUPPORT A CAUSE 88% IMPORTANT TO BE ABLE TO GIVE BACK TO COMMUNITY 55.5% INTEND TO GIVE MORE THAN $100 TO CHARITY NEXT YEAR
Do you have a Mary Kay consultant?
How likely are you to host a party?
· How is the Mary Kay brand perceived by the Gen Y audience? · Does Mary Kay have a loyal following within the 18-25 year old female age group? · Is the Gen Y audience interested in becoming an IBC or purchasing Mary Kay products? · Where do 18-25 year old females time commitments and priorities lay? · How much money is the Gen Y target willing to spend? · What drives the target to purchase makeup? · What shopping mediums do 18-25 year old females prefer?
With a 30-question survey that garnered over 200 Gen Y responses from across the U.S., we asked the following:
WHAT WE SET OUT TO FIND
Would you want to work part time?
Assumed age of Mary Kay consumers?
Are you familiar with Mary Kay?
Is your career important to you?
Are you familiar with Mary Kay?
What is your makeup style?
Why do you wear wake up?
Do you seek for opportunites to impove your career?
Are you a makeup brand loyalist?
CAMPAIGN STRATEGY KEY INSIGHTS
The Gen Y audience consists of young adults experiencing a transition in their life. The 1825 year old target market is looking to further their education and/or career opportunities. They are regularly seeking a way to balance school, work, family, and their personal life. Females in this age group desire products that are convenient to purchase at a low cost.
Mary Kay will take a bold approach and connect with women on an emotional level. Inspiring quotes, taken directly from Mary Kay Ash herself, will be displayed on online advertisements and print ads. Advertisements will remind women of their inner strengths, endless possibilities and opportunities. In turn, Gen Y women will be driven to the Mary Kay website. As a result, time between consideration and point of purchase will be shortened. Additionally, ads will increase the consideration and appeal of becoming an Independent Beauty Consultant.
By creating programs more realistic and beneficial to the Gen Y lifestyle, 18-25 year olds will have a greater inclination to take part in selling products and recruiting IBCs. These programs will also increase awareness and positive perception of the Mary Kay brand within the target market. Simplified instructions and educational training will promote confidence and sales among the Gen Y IBCs. New opportunities to sample Mary Kay products will be initiated in order to increase product consideration of the Mary Kay brand. Bold and inspirational advertisements will strike a personal chord within this goal-oriented target market, driving them to a Mary Kay app designed to ease the point of purchase through an IBC. Mary Kay will generate the permanent makeup line called Seek for the Gen Y audience. The makeup line will be implemented in order to introduce the target market to Mary Kay and obtain brand loyalty, with the intent to transition 18-25 year old females into Mary Kayâ€™s matured product lines.
OBJECTIVES INCREASE BRAND AWARENESS AMONG GEN Y FEMALES By introducing the new Seek product line and Seek Campus Representatives, Perimeter Drive hopes to increase brand awareness and change the views of Mary Kay in the eyes of Gen Y females. INCREASE POSITIVE PERCEPTION OF MARY KAY BRAND Gen Y females associate Mary Kay with an older audience and view IBCs as un-relatable. Perimeter Drive will make the brand more appealing and relatable to the Gen Y audience, leading to a higher rate of consideration and product purchases. INCREASE CONSIDERATION FOR PRODUCT PURCHASES (existing lines, Seek, and My Kit.) Brand awareness and positive perception will lead to the ultimate goal, which is more product purchases. Implementing a new product line and a monthly subscription directed to Gen Y females will increase consideration for purchase within the target audience. INCREASE THE NUMBER OF GEN Y IBCS Research implies that Gen Y females are more inclined to buy a product from other females in the 18-25 year-old market. The average age of an IBC is 42 years old, and only 35 percent of IBCs are 18-25 years old. Perimeter Drive plans to increase the number of IBCs that are 18-25 years old by 10 percent, leading to a larger number of consumers in the target market.
Mary Kay recognizes that the majority of the Gen Y audience is composed of college students and opportunists. By targeting these segments, Mary Kay has an opportunity to maximize brand awareness and gain consideration for product purchase and/or consultant recruitment.
Meet Ashley, a 20-year-old female attending the University of Florida. She is a full-time student working towards a degree in marketing. Ashley leads a busy life trying to balance family, friends and schoolwork. She spends almost four hours per day on the web for homework and two hours per day for her own enjoyment. She often finds herself online shopping, since she has little time for in-store. She recently decided that she wants a new brand of mascara and is looking to her favorite blogs for product trends and tips. Ashley wants to find a great product that fits the small budget of a student.
Meet Jessica, a 23-year-old female living in Tempe, Ariz. Jessica graduated college a year ago and is transitioning from her life as a full-time student to full-time employee. Jessica has a low income, as she is just entering the work force, and is searching for other avenues of work on the side. She has downloaded many apps on her smartphone, but her favorite app is Facebook. She recently encountered a post made by a Facebook friend who mentioned working for Mary Kay as an Independent Beauty Consultant. Jessica is interested, but she is concerned about the time commitment and initial cost of becoming an Independent Beauty Consultant.
have some level of college experience
students take collegesclasses classes agree that school is an important more for work/fullfillment compared part of their life right now to the national average
think their career is currently more are wanting to more attend jobs fairs com an important part of their life learn a new career skill pared to the national average
are seeking opportunities to improve or strengthen their future
INTRO TO CREATIVE
After analyzing Mary Kay’s makeup line, holding focus groups to garner first hand knowledge on Gen Y’s view on At Play advertisements and researching At Play’s competition, it became apparent to Perimeter Drive that Mary Kay’s At Play line needed an update that is more appealing to the target audience. Ashley, 21, said: “I would not purchase Mary Kay after looking at these ads. They look like they would be appealing to a 14 year-old, but not young adults. I think the makeup colors and overall feel of the ad need to be toned down.” Primary research revealed that the makeup line’s look needed to be more sophisticated and stylish, yet playful, to appeal to Gen Y females. This will help refresh the Mary Kay brand and cast away the stereotype that “Mary Kay is a brand for your mother”. Through primary and secondary research, Perimeter Drive learned that the Gen Y audience is constantly in transition. They are experiencing adulthood for the first time and are seeking opportunities and achievements. This inspired the idea of Seek. To execute this idea, Perimeter drive combined images of real relatable women wearing Mary Kay makeup. Over the images is inspiration quotes from Mary Kay Ash herself. These ads have a contemporary and inspirational feel, while still incorporating the history of Mary Kay Ash and her abilities to inspire and enrich women’s lives. For an audience seeking their dreams and searching for avenues of success, the inspirational and re-ratable ads will prove effective.
This commercial will include fluid camera movements, similar composition, and continuous actions to make the cuts seem subtle.
Medium close-up (MCU) of twenty year-old woman applying eye shadow. The shot arcs from her profile to a full front. Once the camera makes the 90 degree arc to the full front, cut to the next shot.
MCU of another twenty year-old woman applying mascara. The camera arcs from a full front to her profile, until another 90 degrees has been covered. Cut to the next shot.
MCU/Over-the-Shoulder (OS) of the first woman painting on a canvas. The camera arcs until it reaches the next 90 degree mark (directly behind her) and then cuts to the next shot.
Shot begins directly behind the second woman, who is performing a science experiment in a lab. The camera arcs from her back to an MCU/OS until 90 degrees have been covered again. Cut to next shot.
MCU of the first woman in profile, arc and dolly into CU of her closing her eye shadow in full front, until another 90 degrees has been covered. Cut to next shot.
CU of the second woman putting her mascara away in full front, arc to a profile until another 90 degrees has been covered. Fade into the Seek and Mary Kay logo.
SEEK MAKEUP LINE
Mary Kay will introduce a permanent Seek Makeup Line to create brand loyalty among millennial customers and ultimately transition them into the Signature Core Line. The Seek Line will be affordable and feature products that appeal to the Gen Y consumer. Seek products will be set at inexpensive prices. Seek product line includes: · Eye shadows and mascara · Lip tints, crayons and glosses · Nail polish
Mary Kay will launch My Kit, a new opportunity for women to sample products by purchasing a monthly subscription. This will increase the convenience of sampling products for Gen Y women unable to fit house parties into their schedule, as well as grow consideration for product purchase. Women can sign up on the Seek microsite through an IBC or in-person. · The makeup bag will vary in size and display different Mary Kay Ash quotes each month. · The bag will contain one full-size Mary Kay Seek product, and samples complementing said product will be provided. · A “face profile” can be created through the Seek microsite to customize the bag’s products and samples for skin type/color. IBCs will be encouraged to offer discounts to women who purchase a full-sized product of the sample that was provided in their monthly My Kit. This will drive Gen Y consumers to IBCs in their areas and increase point of purchase.
MARY KAY PROGRAMS IBC
Not restricted to 18-25 year-olds
Must be a freshmen, sophomore, or junior attending a college or university
A year long program offered to ages 1825 year-olds
Focus on marketing Seek products and spreading awareness of Mary Kay
Access to InTouch, simplified information, training materials and a forum for communication provided
Access to In Touch materials, including forum for communication Purchase a $100 starter kit Purchase inventory at regular kit prices Active status maintained by selling $250 every three months Can recruit new IBCs underneath them for extra commission and move up through advancement programs Contest points for quarterly rewards
Schedules events for students to participate in An internship-like opportunity will be offered to reps to gain real-life experience in marketing, advertising, PR, philanthropy, and design will be offered Directs students to IBC in their area and encourage subscriptions to My Kit
Reduced profits required to stay active Reduced cost of starter kits and inventory Not responsible for recruiting IBCs underneath them Free personal website, use of credit card for sales and shipping fees
Takes surveys and check in with headquarters regularly Reps can apply for scholarships, training and service trips
JUNIOR IBC Mary Kay faces the challenge of making the opportunity to become an Independent Beauty Consultant appealing to the Gen Y audience. To solve this problem, Mary Kay will introduce the Junior IBC program. The program reduces cost and time commitment, allowing the Gen Y audience to test the waters and transition into becoming a full Independent Beauty Consultant.
ASPECTS OF PROGRAM · The program is available to 18-25 year olds for a year. · Junior IBCs can focus solely on sales without the pressure and responsibility of recruiting IBCs. · Junior IBCs needs to sell $100 wholesale or $200 retail every three months to stay active. · Junior IBCs will not be charged to have their personal Mary Kay website, credit card service, or shipping fee. · Junior IBCs will receive a starter kit for the price of $50 with samples from the Seek, Botanical Effects, Clear Proof, and the Seek core line. Necessary tools and training materials will be included. · Junior IBCs have the option to purchase a basic inventory package at a discounted cost of $90, saving them retail of $184. · The packaged deal will contain 8 Seek products, 1 Botanical Effects and 1 Acne Proof line. · Junior IBCs will have access to all of the Mary Kay tools on InTouch in order to educate themselves on the details of the business. · Contest points for rewards are earned at lower sales amounts and lower-value rewards begin at lower point amounts. · Junior IBCs will receive a notification after their year-long participation, allowing them to decide whether or not they would like to upgrade from a Junior IBC to a full IBC.
LESS TIME COMMITMENT
BUSINESS OPPORTUNITY WITH LESS RISK
LEARN ABOUT MK AND FUTURE POSSIBLE OPPORTUNITES
SEEK CAMPUS REPS
SELECTION · The ten selected campuses will participate in the first year of the
Mary Kay will initiate the Seek Campus Representative Program in order to increase brand awareness among the Gen Y target audience, and direct more women in the target market to IBCs.
Seek Campus Representative Program · Reps can apply online through the Seek microsite and must re-apply every year · Two selected reps per campus will execute events and raise awareness for the Mary Kay brand
For the past three years, Mary Kay has made efforts to increase awareness in the Gen Y audience through the Fall Into Your Beauty College Campus Tour. Mary Kay will revamp the college tour in the fall and launch the Seek Campus Rep program on selected Seek campuses. An opportunity for campus representatives to receive in-person training will be added to the tour. The following college campuses were selected based on the high number of female students enrolled and because the designated market areas rank high on average household spending in cosmetics:
C A M PUS
OOLS Rutgers University University of Illinois
University of Utah Cal State Fullerton
IBCs in their area · Use social media to promote products and events, as well as raise awareness of the Seek product line among the Gen Y audience · Check into the Seek Campus Website, designed as a resource for reps to receive inspiration for events and contests, as well as support · Distribute Seek products and complimentary promotional products · Encourage sign-ups for the My Kit · Partake in on-campus career fairs and plan one philanthropic event
REQUIREMENTS · Must be highly self-motivated
· Dedicate 5-10 hours weekly towards the Mary Kay Campus Rep Program · Be enrolled as a freshmen, sophomore, or junior · Must attend the fall campus kickoff in order to receive training on
University of Virginia
University of Georgia Arizona State University University of Texas
RESPONSIBILITIES · Promote the Seek product line and drive 18-25 year old females to
University of Florida
INCENTIVES · Students can apply through the Seek website for scholarships and the Summer Service Trip sponsored by Mary Kay · Exclusive internship opportunities will help students build their resumes and gain real-life experience in marketing, digital media, advertising, PR, philanthropy and design
SEEK WEBSITE Mary Kay will implement a Seek microsite on the Mary Kay website. The microsite will provide a convenient online resource for women of the Gen Y audience to view program opportunities and products specifically designed for them. The microsite will ease and simplify the Mary Kay online experience, sustain brand consistency, increase awareness for the Seek product line, as well as Campus Reps and My Kit opportunities.
MICROSITE TABS MY KIT
TIPS & TRICKS
NEW PRODUCTS CHEEKS
Users can sign up for the monthly My Kit subscription through their IBC.
Seek product line, the Botanical Effects line, the Clear Proof line, and selected signature product from the core line.
DOWNLOAD SEEK APP
Apply to be Campus Reps. Reps can apply for scholarships and the service trip. Locate campus reps in area. Be directed to Campus repâ€™s social media pages.
TIPS & TRICKS
Users can select makeup preferences, skin type and color for My Kit.
BASE PROFILE CONTACT US
Users can select makeup preferences, skin type and color for My Kit.
The customer app will offer engaging ways for customers to communicate through social media, allowing them to express themselves and rate and view products. This will increase traffic to the IBC website and simplify point of purchase.
Really Red Satin
GET THE LOOK
· Customers will be able to find IBC and campus reps · A calendar allows customers to view their personal events, as well as Mary Kay events on campus and in the community · Customer can purchase products through their IBC on the app · A newsfeed will enable customers to share photos and tag makeup · The newsfeed will also provide customers a way to post tips and trends (this feature will also be available on InTouch and the IBC app)
· Photo filters, pre-made quotes and designs can be applied to pictures, and customers will able to share the edited photos on other social media pages · A calendar allows customers to view their personal events and events around the area, campus or community · Customers can create a customized “face profile” · Customers can view a list of past purchases and samples received in My Kit and double tap the item to add to cart or wish list
IBC APP Seventy percent of millennials consider mobile phones an essential part of their lives. Twenty-six percent of millennials have downloaded an app with purchasing a product as their only intention. With mobile phones and apps being an essential part of the target market’s life, Mary Kay will create two new apps; one designed for IBCs use and the other designed for Mary Kay customers. These new apps will greatly improve productivity, support and efficiency for IBCs. Additionally, the app will increase point of purchase through convenience and engagement of customers.
SHOW AND SELL in touch planning parties
The Mary Kay IBC app will be a helping hand for the IBC during parties by providing product information and highlights, tutorial videos, music playlists and tips/techniques. This will increase positive perception of Mary Kay parties and simplify point of purchase at house parties.
FEATURES OF IBC APP
· Easy ordering system · Tracks IBCs sales records monthly, quarterly and yearly · Notifies IBC of customer’s updated wish lists or products added to cart · Newsfeed providing tips, trends, stories and questions from fellow IBCs · Connects to InTouch account · Product information and educational material on how products are used: · A helping hand in parties · Tutorial videos · Music playlists · Tips, themes, ideas for parties
monthly tracker wishlists orders tips and tricks
According to Ad-ology, 49.1 percent of millennials take action after seeing or hearing about a product on a social network. Promotions through social media outlets will be used as a tool to reach the Gen Y target by engaging consumers, encouraging them to try the Seek product line, and promoting awareness of the Seek makeup line overall. All promotional material and contests will be posted on the Mary Kay Facebook page in order to direct traffic to other social media platforms.
PINTEREST Pinterest users can send their own makeup video tutorials to the Mary Kay pinboard tagging with #seek #marykay. The top five makeup tutorials will be selected, and the creators will be given a chance to have their own tutorial appear on the Mary Kay YouTube channel, using the Mary Kay Seek product line.
TWITTER INSTAGRAM Mary Kay will upload a photo to Instagram asking for followers to post their best makeup look, such as a fun pink lip or “cat eye” using tags #seek #marykay. One winner will be selected and featured on Mary Kay’s Instagram and Facebook.
In order to engage users and shed a positive light on Mary Kay’s brand perception, customers will be able to purchase a product and tweet it to friends as a gift.
PHILANTHROPY & SPONSORSHIPS Mary Kay is devoted to pursuing and discovering opportunities to improve environmental performance and create new strategies to increase efforts in sustainability. According to Forbes, 88 percent of Gen Y women believe it’s important to give back to their community. Mary Kay will implement a Pink Doing Green Annual Service Day on April 25th to further involve the target audience in philanthropic causes in their community. This will promote awareness of Mary Kay’s sustainability efforts among millennials.
APRIL PROMOTIONS: Regional Mary Kay coordinators contact local programs and organizations to schedule events. Online build-up and teasers will be provided weekly through social media. Mary Kay will release an educational video on the Pink Doing Green efforts. Women can register to participate on Mary Kay’s website and receive a free service T-shirt A product will be selected in April and placed in compostable seeded packaging that can be planted to produce fresh flowers.
Mary Kay is committed to changing women’s lives and is highly involved in philanthropic efforts to reduce domestic violence among women. Endeavors include the Pink Changing Lives foundation and the Don’t Look Away campaign. Mary Kay will sponsor Take Back the Night®, in order to reach out to women in the Gen Y audience and increase involvement and awareness among the target audience. This is a cause held on college campuses that is committed to creating safe communities and respectful relationships through informative events and initiatives. The campus events for Take Back the Night® will occur during March, April, September and October. Mary Kay has the opportunity to supply promotional samples and products to women in the college student target segment through the sponsorship of Take Back the Night®.
Mary Kay will sponsor Roadtip Nation in order to help young driven women determine their dreams. The program is focused on helping millennials discover their own road in life. Mary Kay will join in the Roadtrip Nation’s mission by sponsoring one Pink RV and three young women, as they travel across the country to find what inspires them. Their journey will be filmed and aired on the Public Television Show Network, increasing Mary Kay’s public exposure. Roadtrip Nation’s motivational speakers touring high schools and universities will distribute promotional materials featuring Mary Kay to further the brand’s exposure. This will aid in positive perception of the Mary Kay brand and raise awareness among the Gen Y audience.
CONTENT & GUERRILLA MARKETING Generation Y’s top four leisure activities are fashion, writing/blogging, reading novels and karaoke. Sixty-three percent enjoy using technology, such as online print and blogs, to influence their shopping habits. This makes content marketing an efficient media investment to increase brand awareness and perception.
TUMBLR AUGUST SKIN
· 26 percent of the target audience spends an average of 145 minutes a day on Tumblr · 16 percent of the target audience’s visits are from mobile devices · The average 18-25 year old is directed to 30 different websites per visit through Tumblr
· 60 percent of users are between the ages of 18 and 34 · 88 percent who view content on Buzzfeed have an intent to purchase
CULT OF PRETTY
· Third as the most influential online resource for consumer purchases · 30 percent more millennials than the national average are likely to take action after viewing content on a blog · 23 percent more millennials than the national average read blogs daily
MICRO BLOGS SHE’S IN THE GLOW
THE MAKEUP BLOGGER
These sponsored bloggers will test the Seek products and post content with tips and recommendations for the Seek line to their personal blog. (selection is based on highest traffic, time on site, and target audience).
Campus reps will place large pink buckets near high-traffic areas on campus for one week each semester. The buckets will read; “Ladies, What is On Your Bucket List?” and the hashtag seek. The event will be promoted through social media by campus reps. Women will be encouraged to place a note in the bucket, revealing a bucket list wish. When the week concludes, a campus rep will randomly draw one participant’s note and Mary Kay will grant their wish. This untraditional marketing offers a unique opportunity to increase perception and increase brand awareness.
What’s on your bucket
MEDIA MIX SOCIAL MEDIA
Ads will appear as suggested posts in the target market’s newsfeed on social media platforms. Additionally, social media will offer contests and promotions.
· 32 million Americans used Instagram each month in 2013, up 66 percent from 2012 · Instagram users upload 40 million photos each day · 17 percent of teens say Instagram is the most important social network, up from 12 percent in 2012 · 13 percent of the U.S. population uses Instagram · 11 percent of those 19-25 use Instagram
Full page, full color advertisements will be used in three different magazines:
· 5.2 million readers 18-24 · 60 percent of the readers attend college · Best-selling magazine in college bookstores
· More than 3.9 million readers 18-24 · 1.5 million attend college
· 1 out of 3 adults ages 19-25 post or read statuses · Estimated monthly visitors for Twitter is over 44 million · The largest age group of users is 18-34 at 45 percent
· Number one most popular app · 60 percent of Facebook users are women · 30 percent more females 18-25 use Facebook compared to the national average
· Receives more referral traffic than LinkedIn, Google + and · YouTube combined (about 3.6 percent) · 17.3 percent of Pinterest users are 18-24 years old · Average time on site is 15.8 minutes, second to YouTube Forty-nine percent of millennials take action after seeing/hearing about a product on Social Networks. Social media will reach large saturated portions of the Gen Y audience with little waste, while promoting awareness for the Mary Kay brand. Interactive posts will inspire consumers to engage with the Mary Kay brand.
· 3.4 million readers 18-24 · Median age is 23 · 25 percent of readers attend college Based on research from Ad-ology, 44 percent of the Gen Y target audience read magazines. The selected magazines have high readership and circulation among the target audience. SURVEY RESULTS:
WHAT SOCIAL MEDIUMS DO YOU USE? FACEBOOK 95.7% TWITTER 55.9%
PINTEREST 78.6% INSTAGRAM 81% VINE 19.4%
MEDIA MIX ONLINE RADIO
Fifteen-second commercials will appear on online radio with visuals
Thirty second commercial pre-rolls will air on:
· Second most downloaded app · 6 million monthly listeners
· number one online video platform · 71.5 percent of millennials use YouTube regularly
· 46.26 percent of women use Spotify
· 96 percent more millennials view Hulu compared to the national average · Average amount of time spent on Hulu is 1 hour and 13 minutes a day
· Highest concentration of people 18-24 years old among digital music services Sixty-eight percent of millennials listen to internet radio, and 15 percent of internet radio users are 18-24. Fifty-two percent of the target audience is able to recall radio ads after hearing them and 40 percent respond to them. Therefore, internet radio offers a way to reach more of the Gen Y audience and direct them to the Mary Kay website. Sources: Ad-ology, rtcrm.com, Nielsons
Viewers are 27 times more likely to click a redirecting video ad than a banner ad. Ad video views grew 30 percent in 2013. Overall, 72 percent of online ads are viewed in their entirety, which will be major a factor in increasing brand recognition and consumer action. Online advertising is an efficient media buy that engages users with little waste.
CAMPAIGN TIMELINE · Seek makeup line introduced · Pinterest Campaign Begins · Road Trip Nation Take Back the Night events · Road Trip Nation films · Junior IBC Program · Social media promotions · Sexual Abuse Awareness Month · Pink Doing Green · Applications for college rep program · Take Back the Night Events
Road Trip Nation films/airs
· Road Trip Nation aires · College Reps Selected
MEDIA SCHEDULE JANUARY
· College Rep Program begins · Take Back the Night Events · Domestic Violence Awareness Month · Campus Kick-Off · Guerilla Marketing
· Take Back the Night Events
· Black Friday · Pink Monday · Cyber Monday
· Final month of campaign · Christmas buying season · Second Semester begins · Christmas Break · Guerilla Marketing · Evaluation of Objectives
$20,000 PARTNERSHIPS $256,920
CONTESTS & REWARDS $51,000
CAMPUS REPS $58,000
Tumblr 20% Twitter 15% Facebook 12% BuzzFeed 28% Instagram 15% Pinterest 10%
$869,057 $651,793 $521,434 $1,216,680 $651,793 $434,529
Pandora 40% Spotify 35% 8tracks 25%
$579,372 $506,950 $362,107
ONLINE RADIO $1,448,429
YouTube 65% Hulu 35%
PROMOTIONS & MARKETING
PREROLL VIDEO $1,448,429
Take Back the Night $251,920 Roadtrip Nation $5,000 Micro Bloggers $1,200 Campus Reps $30,000 Philanthropy $34,900 Guerilla Marketing $300 Contests/Rewards $50,000 Bucket List $1,000
SOCIAL MEDIA $4,345,286
Cosmopolitan Seventeen Teen Vogue
$1,156,440 $609,640 $539,456
Scholarships Service Trip
MEDIA PLAN 24
The new programs, promotions and the Seek campaign will be continually monitored by a hired third party to ensure the objectives are met. Adjustments will be promptly made when necessary, and each objective must be met by the conclusion of the campaign to ensure success.
To monitor increase in consideration of product and brand awareness, traffic to IBCs in the selected DMA of the rep program will be tracked. Surveys will also be sent to campuses that are participating in the program.
IBC JUNIOR PROGRAM
To monitor increase of IBCs and positive perception of the Mary Kay brand, the amount of Gen Y females signing up to participate in the Junior IBC Program will be tracked. To measure retention, the amount of Junior IBCs transitioning into full IBCs will be monitored as well. A survey will be sent to Junior IBCs upon graduation from the program, inquiring as to whether the experience was enjoyable, and beneficial to understanding the direct selling model.
ALL PRODUCT LINES & My Kit To measure increase of product consideration, My Kit and Seek products’ sales will be tracked. Sales revenue in Mary Kay core product lines from the Gen Y consumer will also be tracked.
FOCUS GROUP To test our creative concept, Perimeter Drive held two focus groups, with 15 Gen Y women in each. The women were shown the Seek Campaign ads, and their initial reactions were recorded:
SOCIAL MEDIA, APP, & SEEK MICROSITE
The number of app downloads and the number of visits to the Seek microsite will all be tracked. By tracking downloads and number of visits to the Seek microsite, Perimeter Drive can measure the success of brand awareness and the increase of social media followers and engagement on social media. Brand awareness will be measured by the amount of consumers being driven to the Mary Kay website through media buys.
SEEK CAMPAIGN RESOURCES FOR MEASURING OBJECTIVES: · Group Party will be a third party host to hold and analyze focus groups. · Neilson will be hired to track brand awareness and perception. · Alexa will be hired to track website traffic. Brand awareness and positive perception of the Mary Kay brand among Gen Y consumers will be measured through the Seek Campaign. Focus groups consisting of the Gen Y audience will be held monthly. Increase of sales will also be monitored to ensure the success of the Seek Campaign. The Junior IBC Program and Seek Campus Representative Program will be evaluated a year after the programs have been implemented to determine success and whether or not the programs will be continued.
Shelby Donald, 20 “These ads are aiming at young women seeking confidence, which most women at this age are searching for.” Alison Ewina, 19 “Makeup is all about feelings, and these ads make you feel like a better person.” Anna Hammons, 19 “These ads depict real women and real desires. They represent our mind-set. I want to look like them.”
Creative Director Philanthropy & Promotions
Research & Fundraising
Rhiannon Slack Research & Media Planning
SOURCES www.nielsenacademics.com www.hitwise.com/us www.oneview.experian.com www.ad-ology.com www.adage.com www.alexa.com www.youtube.com www.alivecampus.com www.citigroup.com www.gaia.adage.com www.census.gov www.nces.ed.gov
Alex Drabek Copy Editor
Michael Cullen Research
Andrew Jenson Video Production
www.seventeenmediakit.com www.cosmomediakit.com www.condenast.com www.buzzfeed.com www.emarketer.com www.mary-kay.directsalesaid.com www.directselling411.com www.avoncompany.com www.management.fortune.cnn.com www.directsellingnews.com www.prdaily.com www.searchenginewatch.com www.huffingtonpost.com
Justin Barnes Advisor
www.businessinsider.com www.smallbusiness.yahoo.com www.pink.victoriassecret.com www.files.eric.ed.gov www.factbrowser.com www.jeffbullas.com www.forbers.com www.vimeo.com www.facebook.com www.takebackthenight.org www.srds.com www.freevectormaps.com www.shutterstock.com
Special Thanks To: Bob Taber · Applebees · Rachel Studebaker · Sodexo · Body Con · Ashley Cox · Elise McDonough · Philip Vukelich
Published on May 6, 2014