BEAUTIFUL TOGETHER

2
Step 1 (Non-Traditional) ................................................................................... 13
Step 1 (Traditional) ........................................................................................... 15
Step 2 (Non-Traditional) ................................................................................... 17
Step 2 (Traditional) ........................................................................................... 19
RESEARCH
Overview and Objectives ..................................................................................... 5
Research .............................................................................................................. 6
Competitive Analysis ........................................................................................... 7
SWOT .................................................................................................................. 8
Target Market ..................................................................................................... 9
Budget ............................................................................................................... 23
Impressions ....................................................................................................... 23
Flight Schedule ................................................................................................. 24
Evaluation & Conclusion ................................................................................... 25
Concept ............................................................................................................. 11
Sweet Spot ........................................................................................................ 11
EVALUATION
CONCEPT
EXECUTION
CONTENTS
3
RESEARCH
RESEARCH
COMPETITIVE
ANALYSIS
SWOT
TARGET
MARKET
OBJECTIVE
& OVERVIEW
4
OVERVIEW
Mary Kay has been supporting women and enriching
their individual strengths since 1963. Their business
model gives women freedom that allows them to
spend more time creating and pursuing their dreams.
The company promotes strong relationships between
women. Their Independent Beauty Consultants (IBCs)
exemplify this through their relationships with their
clients. Our target is looking for these qualities when
shopping.
OBJECTIVE
Mary Kay believes in the power of every woman
and wants to ensure that she sees that power within
herself. They provide the motivation to establish new
relationships that beneft the Independent Beauty
Consultants lives and ultimately their customers lives.
We found the key to increasing sales and gaining IBCs is
by creating a positive perception. Our goal is to create
that perception by building meaningful relationships
with the target. This is a timeless concept.
A straight path never leads anywhere
except to the objective.
-Zora Neale Hurston
RAISE AWARENESS
AMONG 18-25
YEAR OLDS
GENERATE
POSITIVE
PERCEPTION
ATTRACT
NEW IBCS
INCREASE SALES
AMONG 18-25
YEAR OLD WOMEN
5
Natalie, 25, Jackson, MS
Ive used probably all of their face products & continued buying because of the quality. Its a little
expensive, but its worth it.

Friend recommendations are the only way I fnd out about new brands.

Morgan, 26, Albuquerque, NM
Millennials perception of Mary Kay is outdated due to a
lack of knowledge about the brand and the benets ofered
to their IBCs and consumers.
Millennials prefer advice from their peers as opposed
to mainstream advertisements. Although Mary Kay is
perceived as a corporation, they ofer genuine relationships.
The target prefers going to a department store rather than
waiting for their product to be delivered through a direct
sales representative.
Millennials are more open to change and embrace
multiple modes of self expression. Mary Kays business
model is cohesive with this mindset.
Accessibility
RESEARCH
QUOTES
INSIGHT
DATA
Research is formulized curiosity. -Zora Neale Hurston
10%
Articles
Brand Knowledge
Interaction
Flexibility
59%
Surveys
26%
1 on 1
Interviews
5%
Focus Groups
& Trainings
MORE THAN
1,200 TOTAL
IMPRESSIONS
6
AVON
Large product line
Customer relationship
BOUTIQUES
BOUTIQUES
DIRECT
SALES
BOUTIQUES BOUTIQUES
DEPARTMENT
STORES
DRUG
STORES
$
$ $$$
$ $ $
$ $
$ $ $
$ $ $
$
$ $
$ $
$ $ $
High quality product
Strong brand identity
Budget Friendly
High quality product
Strong brand identity
High quality product
Trusted brand
Strong brand identity
Versatile brand
High quality product
Brand Awareness
Good brand reputation
Trusted brand for sensitive skin
URBAN DECAY
SEPHORA
MAC
ESTEE LAUDER
MAYBELLINE
COVER GIRL
OLAY
NEUTROGENA
CLINIQUE
$
T
R
A
D
I
T
I
O
N
A
L
T
R
E
N
D
Y
1
2
3
4
5
6
7
8
9
10
M
MARY KAY
1
2
3
4
5
AVON
SEPHORA
URBAN DECAY
MAC
CLINIQUE
M
6
7
8
9
10
ESTEE LAUDER
NEUTROGENA
MAYBELLINE
COVER GIRL
OLAY
PERCEPTION MAP
COMPETITIVE ANALYSIS
Be the competition you wish to see in the world. -Michael Naughton
7
Relationships with consumers and IBCs
Flexibility with schedules and sales
Personal / Professional Growth
Wide variety of products and lines
Perception
Mothers Make-up
Accessibility
Customer Experience
IBCs consistency
Competitors have retail stores
Online shopping has increased 17.5% in the past year
Luxury make-up sales are on the rise, despite fuctuating economy
Military women coming home are at an all time high unemployment rate
Less than 2% of millennials identify a colleague or supervisor as the person
who encourages them to pursue their professional aspirations
STRENGTHS
OPPORTUNITIES
WEAKNESSES
THREATS
8
Our target demographic is women ages 18-25. These women are in diferent stages of their lives and are driven
by diferent motivations. They seek out relationships that align themselves with these motivations. While their
motivations can shift several times throughout their lives, the one constant is their faith in whatever motivates
them. It is this dynamic that creates the Mary Kay woman - a woman anchored by faith, family, and career.
TARGET
Talent hits a target no one else can hit; Genius hits a
target no one else can see. -Arthur Schopenhauer
OVERVIEW
This woman is at the stage in her life where she
is motivated by her connections to the people
she view most important. She is looking to
strengthen or create new relationships that have
real meaning. These include family, friends, and
social groups. This woman has faith in others and
relies on that faith to enrich her life.
PROFESSIONAL RELATIONSHIPS
WHAT FAITH MEANS TO THE MARY KAY WOMAN
PERSONAL RELATIONSHIPS
RELATIONSHIPS BASED ON FAITH
Faith is true understanding through experience and investigation. This idea anchors the target to their purpose,
no matter what their focus is. It allows them to pursue more and value what they already have. Establishing the
targets faith in Mary Kay will result in increased clients and IBCs.
This woman is at the stage in her life where she is
motivated by success in her professional goals. She
is looking for a profession that she truly believes
in Once she fnds it, she will focus on building the
important relationships that allow her to grow in
that profession. This woman has faith in herself
and relies on that to enrich her life.
CONCEPT
CONCEPT SWEET SPOT
9
CONCEPT
CONCEPT
Mary Kay betters the lives of women everywhere by
giving them a genuine relationship; a trait unique to
the Mary Kay brand. Having authentic interactions
builds a foundation that can be strengthened. We are
showing the target that Mary Kay is more than makeup
and sales. They are a company ofering enriching
relationships.
SWEET SPOT
Mary Kay strives to provide opportunities for women
with the intent of advancing their life goals. These
opportunities allow for enriching relationships between
the IBCs and clients. Our target desires a relationship
along with their purchase. The combination of support
and relationships creates an enriching experience. Mary
Kay can align with this demographic by emphasizing
the enriching relationships they ofer.
STRATEGY
The most efective way to communicate enriching
relationships to the target market is by using their
own words. The frst step of out campaign gains new
clients and expands Mary Kays market footprint. We
then transition into step 2 which takes the engaged
members into becoming IBCs by building their faith in
the company. The fnal step of this campaign allows the
faithful IBCs to infuence potiential clients and IBCs. The
user driven focus will allow our campaign to last longer
then the given 12 month period.
POSITION STATEMENT
We will position Mary Kay as the only cosmetic company
that enriches your life through personal relationships.
TAGLINE
We encompass our concept in two powerful words. When
relationships between two things are greater together
than separated, they share a unique and beautiful bond.
We have labeled this relationship beautiful together.
10
We must have a theme, a goal, a purpose in our lives. If you dont know
where youre aiming, you dont have a goal. My goal is to live my life in
such a way that when I die, someone can say, she cared.
-Mary Kay Ash
CAMPAIGN OVERVIEW
Personal Relationships Professional Relationships
Impact on Others
Gain Clients
Gain IBCs Faithful IBCs
FOCUS
OBJECTIVE
STEP 1 STEP 2 STEP 3
EXECUTION
TRADITIONAL NON-TRADITIONAL EVENTS PARTNERSHIPS &
PUBLIC RELATIONS
INTERNSHIPS &
SCHOLARSHIPS
11
EXECUTIONS
Research shows these are the top 15 cities of economic and population growth. The percentage of millennials are
statistically higher in these regions than in rural areas. Millennials make up 23% of the total population in the
United States (U.S. Census Bureau, 2010). Our promotions will take place in these cities to maximize the reach of
our campaign.
New York City, NY
Los Angeles, CA
Chicago, IL
Miami, FL
Philadelphia, PA
Dallas/Fort Worth, TX
Houston, TX
Washington D.C., VA
Atlanta, GA
Boston, MA
Detroit, MI
Phoenix, AZ
San Francisco, CA
Seattle, WA
San Diego, CA
12
1 6 11
3 8
13
4
9 14
5 10 15
2
7 12
Dont limit yourself. Many people limit themsel ves to what they think
they can do. You can go as far as your mind lets you. What you believe,
remember, you can achieve.
-Mary Kay Ash
1
15
13
14
2
12
3
11
9
6
7
4
10
5
8
13
STEP 1
FACEBOOK
THE NEXT AT PLAY COLOR PALETTE: Our targets connection
with Mary Kay will be strengthened by giving them the
opportunity to select the next At Play color palette. Using the
Mary Kays Virtual Makeover app, the promotion will allow users
to customize an At Play style to upload and vote on Facebook.
Their personal connections can see their relationship with Mary
Kay. The winner with the most likes will see their unique color
palette used as a future Mary Kay product.
The best way to relate to the target is through
user generated content. Our campaign maintains a
genuine and relatable tone by using content directly
from the target. Directly engaging the target in our
campaign creates a powerful relationship.
Why it works:
Engages target personally
Begins building a relationship
Updates perception
Increases sales and interest
Measurement:
Facebook Analytics
SNAPCHAT
Snapchat is a messaging app that briefy displays content
through pictures and videos. We will send out Snaps of
new and creative beauty ideas with copy to direct viewers
to the full tutorials on other platforms. The creative ideas
will feature everything from lips to eyes. The Snaps will
help create a dialogue and strengthen our relationship
with the target market. We will also send Snapchat videos
about our other events to extend their reach and impact.
Why it works:
Engages target personally
Updates perception
Increase sales and interest
Measurement: Number of friends, screenshots, and
interactions.
NON-TRADITIONAL
PROMOTIONS
14
TWITTER
#BEAUTIFULTOGETHER: We will encourage the IBCs to
tweet things they appreciate in their lives to generate content.
The IBCs engage the target through their authentic tone and
similar interests. The target is more likely to share and relate
with our campaign message because they will have a better
understanding of who the IBCs are. The content will be linked
by using #BeautifulTogether. Our focus on this relationship
shows how Mary Kay is a company that is rooted in deeper
connections than surface level appearances. The message will
efectively resonate with our target and get them to engage our
campaign.
Why it works:
Updates perception
Creates genuine advertising content
Directly engages target market
Measurement:
Hashtags, retweets, and favorites
INSTAGRAM
MARY KAY KINDNESS CHALLENGE: (#KindnessChallenge)
Using Instagram, Mary Kay will issue a diferent challenge
REFLECTIONS OF BEAUTY
Mary Kay will place vinyl stickers on public mirrors where
women are likely to apply make-up. The stickers will
frame their face with an inspiring message. This inspiring
message will create an experience they will want to share.
Sharing a personal thought with Mary Kay and others gives
us an opportunity to build a personal relationship with the
target. #BeautifulTogether and a call to action will indicate
they can be a part of our campaign and tell us about a
moment or person they have a deep connection with and
why that connection is benefcial to them. In addition, a
QR code will allow them to fnd an IBC near them.
Why it works:
A positive message where they least expect it changes
their perception of the company
Creates genuine advertising content
Increases awareness
Measurement:
QR codes, hashtags, unique visits
15
What are your
Beautiful Relationships?
We may not
be related but
I consider her
my sister.
(Video Starts as text animates with spoken word)
We may not be related but I consider her my
sister.
(Video ...) He dedicates his time to make sure I
stay confdent and that I can chase my dreams.
(Music plays as screen animates into place)
Discovering Beautiful Relationships
(Video ...) He taught me how to ride a bike, how
to get over heartbreak, and most importantly
how to respect myself and others and stand on
my own to feet.
He dedicates his
time to make sure I
stay confdent...
He taught me
how to ride a bike,
how to get over
heartbreak...
When she became
an Independent
Beauty Consultant
our relationship...
(Video ...) When she became an Independent
Beauty Consultant our relationship continued
to grow. She taught me I could be a strong
business woman too.
(Video stops and screen animates into
place again)
I like my personality to standout just like my
eyes.
(Line fades out and logo fades in)
Mary Kay
Thats Why Were Beautiful Together
Build A Beautiful Relationship With
A Consultant That Understands You.
(Video stops and screen animates into
place again)
Thats Why Were Beautiful Together
Build A Beautiful Relationship With A
Consultant That Understands You.
I like my
personality to
standout just like
my eyes.
every day for one month. Each challenge will feature a
form of togetherness. The content will emphasize and show
appreciation for the enriching relationships in the targets life.
Successfully completing the challenge will earn the participants
a full collection of the At Play line.
Why it works:
Increases positive involvement
Highlights relationships target has with Mary Kay
Updates perception
Measurement: Uploads, shares, likes, hashtags used
PHOTO BOOTHS
We will set up a Mary Kay photo booth in our top ffteen cities.
Our target will have the opportunity to share their beautiful
relationships through a story and photo they take in the booth.
The booth allows them to type a genuine story about their
relationship with their friend. The booth will provide user
generated content for the campaign and will be displayed on
the website and Facebook Page.
Why it works:
Engages target personally
Begins building a relationship
Measurement: photos taken, uploads, and shares
PRE-ROLLS
We will run pre-roll ads on selected beauty oriented
YouTube channels showing the targets relationships they
fnd beautiful. The pre-rolls highlight the heartfelt quotes
from the target about these relationships. At the end of
these videos there will be call to action, encouraging the
target to make a new relationship with an IBC near them.
Why it works:
Updates perception
Increased awareness sales
Measurement:
Clicked links
TRADITIONAL
16
RADIO SPOTS
User created content will be featured in a 30 second radio
spots. The spot highlights dialogue from the target about
their relationships. At the end these spots will have a call to
action encouraging the target to make a new relationship
with an IBC near them. The spots will play on IHeartRadio,
Pandora, iTunes Radio, and Spotify.
Why it works:
Increases awareness and sales
Updates perception
Measurement: Banner clicks
DIGITAL BILLBOARDS
We will provide the opportunity for the target to express
themselves using digital, mobile billboards. We will use
their quotes, comments, and photos, regarding their
Beautiful Together moments and place them on the
billboards. Content generated from other promotions will
also be displayed here. Lastly, our trucks will have a call to
action, encouraging the target to make a new relationships
with an IBC near them.
Why it works:
Engages target personally
Updates perception
Measurement:
Photos taken, uploads, and shares.
TARGETING AND RETARGETING
ADVERTISEMENTS
We will target and retarget users on social media sites using
their browsing history. The specifc searches we are looking
for include: Mary Kay IBCs, Mary Kay products, competing
companies, and relationship based websites. These targeting
and retargeting tactics contain direct quotes from the target
about their personal relationships. The target is encouraged to
make a new relationship with an IBC near them by following
the provided link.
Why it works:
Delivers message to individuals most likely to respond
Increased sales
Measurement: Number of clicked links
SCHOLARSHIPS
Providing fnancial aid is a beautiful way to give back to
successful women in the community. A $2,500.00 scholarship
will be granted to 200 women throughout the United States
entering college. Submissions must provide a video expressing
how they intend on using their career path to creating stronger
opportunities for themselves and women around them.
Why it works:
Engages target personally
Updates perception
Measurements:
Submissions
17
STEP 2
NON-TRADITIONAL
There is a Housewarm
ing
Party in your area! Com
e
m
eet a local rep and a house
full of new friends.
Download the Mary Kay App to find housewarming party near you.
DIRECT MAIL
WELCOME TO THE COMMUNITY: We will target address
changes within our demographic with a direct mail
postcard. The postcard will feature directions to fnd an
IBC in their area, and invite them to a Mary Kay party.
The card will also give 20% of of products if they respond
within the frst 30 days. Sending them an invitation to
make new relationships gives them an opportunity to make
new connections in a new neighborhood.
Why it works:
Makes connections with those looking for it
Engages target personally
Increased sales
Measurement:
Coupons used and recorded responses by IBCs.
IN-PARTY PROMOTIONS - MOBILE APP
The promotion will focus on creating return customers. We will
create a reward system that can be implemented into Mary Kay
parties by using updates in the mobile app. The update provides
a section for creating a profle that is viewable by everyone that
uses the app. Party goers will receive points for downloading
the app and creating a profle. The customer is eligible to earn
more points for every Mary Kay party they attend. Points can
also be accumulated by purchasing products from the parties.
It strengthens their connection with the company because we
are showing appreciation for the customer through a rewards
program.
Why it works:
Engages target personally
Establishes a foundation for long lasting relationship
Increased sales
Increases repeat business
Measurement:
Points redeemed, return customers, and app analytics
18
MARY KAY FOR A DAY: The semi monthly contest will give
women the opportunity to start their Mary Kay business for
free. Participants create a video story to share on Mary Kays
YouTube channel showing how their relationship with Mary
Kay positively infuences their day. The top 250 most liked
videos will win small Mary Kay prizes. The top 10 will receive
grand prizes of one starter kit and an all expense paid trip to
next years Mary Kay expo.
Why it works:
Rewards members for being involved
Increases positive involvement
Engages target personally
Updates perception
Measurement:
YouTube Analytics
YOUTUBE
MARY KAY YOUTUBE STYLIST: The promotion will allow
customers and IBCs to submit their makeup tutorials on
YouTube. Selected videos will be featured on Mary Kays
YouTube channel. The targets familiarity with YouTube makes
it a good platform to deliver our message. Taking content
directly from the IBCs shows Mary Kay is a personal company
based on genuine relationships. This promotion shows the
target Mary Kay actively seeks and appreciates their input. The
tutorials will also help build a relationship with the IBC and
the target.
Why it works:
Updates perception
Increases positive involvement
Creates new relationships
Measurement:
YouTube Analytics
A mediocre idea that generates enthusiasm will go
further than a great idea that inspires no one.
-Mary Kay Ash
19
TRADITIONAL
MARY KAY EXPO
We are hosting an event in the top ffteen cities that allows the
target to familiarize themselves with many local IBCs and the
Mary Kay company. Women can experience the involvement
of Mary Kay in their community. The target will be able to
get to know several IBCs in their area and fnd which is best
for them. They will also be able to learn about and experience
the At Play, Botanical Efects, Clear Proof and other Mary Kay
products. Established customers build a stronger relationship
with their IBC and get helpful advice about their career. This
generates trust and leads to increased enrollment of new IBCs.
Why it works:
Increases positive involvement
Familiarizes target with IBCs
Increases awareness and sales
Measurement:
Number of attendees and new IBCs
PINTEREST
We are building a relationship with the target using a
platform they are familiar with. Mary Kays Pinterest
board will regionally post creative ideas of what to do
during a Mary Kay party. The board will spark creativity
among IBCs in their parties. Sharing this content builds
a collaborative relationship between all IBCs. Users and
IBCs will be able to pin the ideas onto their own boards for
others to see. Mary Kays Pinterest board will also feature
the tutorials that are used in the Mary Kay phone app.
The tutorials will get more exposure and higher response
rates on Pinterest. Links will direct users to the Mary Kay
website, where they can buy the products featured in the
tutorials.
Why it works:
Familiarizes target with IBCs
Updates perception
Increases sales
Measurement:
Followed links, re-pins, followers, and likes
20
BLOGGERS
At Play products will be donated by Mary Kay to bloggers so
they can write reviews and provide helpful tips to their trusting
viewers. Sponsoring popular style and make-up bloggers
builds a genuine tone and faith in Mary Kay. Establishing
this connection focuses on the targets desire for personal
relationships over traditional advertising.
Why it works:
Increases awareness and sales
Updates perception
Content from a trusted source
Measurement:
Followers, shares, and likes
foundation by placing emphasis on the relationships the girls
create with one another. This will show them that they are not
competitors, but beautiful together.
BOTANICAL EFFECTS - SUPPORT MILITARY SPOUSES:
Mary Kay will partner with Shoeboxes for Military Spouses
to acknowledge and encouraging their service to our country.
IBCs will create and send Mary Kay product gift boxes along
with letters of thanks and encouragement in hopes of creating
a positive efect on their lives. This will create an opportunity
for brand loyalty as well as a strong relationship between
corresponding parties.
Why partnerships work:
Increases awareness and sales
Updates perception
Builds new and strengthens relationships
Measurement:
Sales and public media coverage
STARTER KIT SOCIAL MEDIA INFORMATION
We will provide information about our marketing strategy to
new and existing IBCs. Included in this kit are details about:
The In-Party Promotion Mobile app, Facebook initiatives and
contests, the YouTube Stylist videos, Pinterest guide, and
possible Mary Kay tutorials. These tools give them access to
resources to build a better relationship with clients.
Why it works:
Extends campaign life
Teaches IBCs how to efectively convey our message
Empowers the IBC with tools to build future relationships
PARTNERSHIPS
CHARITIES: We will feature the At Play line with diferent
colors throughout the year. The packaging will signify that
10% of the proceeds from the sales go towards the featured
charity. The target is connecting with Mary Kay by their eforts
to help others in need.
AT PLAY - DRESS FOR SUCCESS: Mary Kay will partner with
Dress for Success to give disadvantaged women the opportunity
of economic independence. Dress for Success provides
clients with the attire to fnd jobs and remain employed in a
professional industry. Mary Kay will enhance the experience by
providing their expertise in makeup application. We will create
a lasting relationships because we are showing a common bond
of helping other women.
CLEARPROOF - GIRLS INC.: Mary Kay will partner with Girls
Inc. to inspire girls to be strong, smart, and bold together. Girls
Inc. provides educational courses that enrich the lives of girls
by creating a strong foundation. Mary Kay will enhance this
21
CHECKOUT OPTIMIZATION
As an update to the Mary Kay mobile and website checkout
systems, the customer can choose an IBC based on recommended
ratings. The top recommendations can be potentially used as a
training tool for reviews and customer service. When the IBC
delivers the product, they establish a new relationship with
the customer. The IBCs customers write reviews about their
experiences with them. The target prefers seeing rating and
reviews from others they can trust.
WEBSITE UPDATES
We will update the profle pages of IBCs on the Mary Kay
website to be more personal, engaging, and interactive. There
will be a personal video on each profle that introduces the
IBC and why they joined Mary Kay as well as a brief bio, their
location, contact information, and IBC rating. This content will
be uploaded to YouTube to generate back links and increase
trafc. Similar modifcations will be made to the In Touch
website. We will add teaser content that anyone can access on
how to become an IBC. Having a more personal page allows
for the target to relate to the IBC.
Why it works:
Increased follow through sales
Familiarizes target with IBCs
Highlights IBCs
Measurement:
Number of interactions and sales
1-800-FLOWERS
After a Mary Kay party has taken place, the IBC follows
up with her party participants. The partnership gives
the IBC the opportunity to send one Play it Forward
bouquet with samples of the At Play, Botanical Efects, or
ClearProof lines for free with a code redeemable on the
website. The women receiving the fowers will have the
opportunity to Play it Forward again by using a discount
with 1-800-Flowers. Sending the secondary bouquet to
someone they care about strengthens their relationships.
Why it works:
Updates perception
Increases positive involvement
Creates new relationships
Measurement:
Purchased bouquets and IBC involvement
22
PUBLIC RELATIONS
The Millennial generation is infuenced to buy particular
products by listening to other credible sources, such as
recommendations, reviews, and websites. Recent research
shows the best way to establish credibility and trust is through
third-party communications. The PR department will take every
advantage to increase the exposure of the Beautiful Together
campaign. Press releases will be held for our partnerships with
charity groups and collaborate with the Mary Kay Foundations
PR department.
MULTI-CULTURAL FORMAT
Our campaign consists of user created content that can originate
from any cultural background. This allows our campaign to
reach many culturally diverse markets.
INTERNSHIPS
We will hire interns to work at the Mary Kay Corporate
headquarters for the sole purpose of overseeing the social
media portion of our campaign. Prospective interns will be
knowledgeable in the workings of the various social media
platforms and how to monitor and modify these platforms as
needed. They would also embody Mary Kays core values and
goals.
The goal of these internships will be to monitor trafc and
users on the Mary Kay social media sites. In addition, they
will be responsible for making changes as necessary to update
information and videos as changes need to be made.
APPLAUSE MAGAZINE
We will include articles in the Applause Magazine for the
IBCs about promotions, events, and other important campaign
news. All of our promotions will be featured with instructions
on how each IBC can efectively utilize them. Special events,
such as the Mary Kay Expo, along with partnerships will
be highlighted in the magazine to give IBCs the additional
opportunity to participate. This promotion will keep IBCs up
to date and help them in using the promotion to build new
relationships and strengthen existing ones.
Why it works:
Spotlights opportunities for the IBCs
Creates a lasting foundation
Helps gain new relationships
Measurement:
IBC involvement
FACEBOOK UPDATE
Mary Kays Facebook page will be used to engage the target
and recognize IBCs. Our interns will post content and questions
regarding beautiful together topics. Each week one IBC will be
recognized for their eforts and involvement in Mary Kay.
Why it works:
Highlights IBC for eforts
Updates perception
Increases positive involvement
Creates new relationships
Measurement:
Facebook Analytics
EVALUATION
23
IMPRESSIONS FLIGHT
SCHEDULE
EVALUATION &
CONCLUSION
BUDGET&
OVERVIEW
24
FLIGHT SCHEDULE IMPRESSIONS BUDGET
318,845,481
323,845,481
327,368,680
273,300,307
266,058,263
266,058,263
274,781,462
269,459,108
320,481,025
318,525,481
266,056,263
266,056,263
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24
TOTAL COST: $9,943,500.00
$ $
J
A
N
F
E
B
.
M
A
R
.
A
P
R
.
M
A
Y
J
U
N
.
J
U
L
.
A
U
G
.
S
E
P
T
.
O
C
T
.
N
O
V
.
D
E
C
.
I
M
P
R
E
S
S
I
O
N
S
25
F
E
B
.
M
A
R
.
A
P
R
.
M
A
Y
J
U
N
.
J
U
L
.
A
U
G
.
S
E
P
T
.
O
C
T
.
N
O
V
.
J
A
N
.
D
E
C
.
@Play Palette
Snapchat
Twitter
YouTube
Stylist
1-800-Flowers
Charities
Checkout
Optimization
Direct Mail
MK Expo
Mobile App
Pre-Rolls
Refections of
Beauty
Public
Relations
Scholarships
Targeting &
Retargeting
Website
Sponsorships
Radio
Pinterest
Digital
Billboards
MK for a Day
Internships
Photo Booth
26
EVALUATION CONCLUSION
Mary Kay has an opportunity to build a lasting
relationship that will extend into the future. We will
give clients the confdence and desire to become an
IBC. We are not just selling make-up. We are selling
enriching relationships.
By completing our promotions, the target will have
the confdence to join the Mary Kay family. Mary
Kay will become a trusted brand among consumers,
leading to brand loyalty in a category where people
typically buy makeup only, with no emotional
attachment.
Our campaign breaks through the mainstream
advertising of the make-up industry and creates a
brand that resonates with the consumer on a personal
level. This authentic relationship proves that Mary
Kay understands the consumers core values. Thats
why Mary Kay and women are Beautiful Together.
Pretend that every single person you meet has a sign around
his or her neck that says, Make me feel important. Not onl y
will you succeed in sales, you will succeed in life.
-Mary Kay Ash
We will evaluate the efectiveness of the Beautiful
Together campaign by conducting pre-testing and
post-testing. This is a critical way to analyze the
campaign as a whole and determine its increase
in brand recognition among consumers. We will
execute focus groups and one-on-one interviews
periodically throughout the whole campaign. Using
the information from the focus groups and interviews,
we will monitor the increase of make-up purchases
and brand awareness within our demographic. The
participants of our promotions and the IBCs are
encouraged to share their thoughts and ideas within
our social media and online data providing us with
qualitative and quantitative data.
OUR TEAM
AHAA. 2013. The Voice of Hispanic Marketing. Retrieved Mar 20, 2014.
From: https://ahaa.org/default.asp?contentID=161
Cliford, S. NY Times. 2011. Even marked up, luxury sales fy of the shelf.
Retrieved Mar. 20, 2014. From: http://www.nytimes.com/2011/08/04/
business/sales-of-luxury-goods-are-recovering-strongly.html
Marston, C. 2014. Generational Insight. Retrieved Mar. 20, 2014. From:
http://generationalinsights.com/millennials-to-loyalty-programs-fast-free-
and-easy/
PewResearch. 2011. Millennials: A Portrait of Generation Next. Retrieved
Mar. 20, 2014. From: http:/www.pewresearch.org/millennials/
US Census Bureau. 2014. Quarterly Retail E Commerce Sales 4th Quarter
2013. Retrieved Mar. 20, 2014. From https://www.census.gov/retail/
mrts/www/data/pdf/ec_current.pdf
http://www.clearchannel.com/Outdoor/Pages/Advertise.aspx
http://www.wordstream.marketing.inc
www.papermillstone.com/cardstock
http://iheartradio.com/cc-common/YourAdHere/
www.facebook.com
www.twitter.com/users
www.pandora.com/yourad/users
http://www.adroll.com/retargeting
https://www.cbsoutdoor.com/media/billboards/digitalbulletins
http://clearchanneloutdoor.com/products/digital-billboards/
Laboraex Abeita
Spencer Beuerle
Kathryn Bryant
Donnine Canamar
Jesse Casias
Matthias Fresquez
Steven Fresquez
Denise Galvez
Roxanne Gonzales
Daniel Gutierrez
Pamella Hendrix
Shalen Holt
Kara Jurgensen
Anthony Kien
Sharon Lawson
Janell Lopez
Tasha Lujan
Alexandra Malone
Alyssa Metoyer
Jonathan Patterson
Alicia Rae
Neil Winslow
Paige Ziegler
Instructors:
Joseph Chavez
Elisa Valdez
Special thanks to Ron Salzberg, Paul Ziomek, Amy Boldt, Sheri Gerdes, Cindy Whitaker, Joanne Pils, Meri Fox-Szauter,
Derek Kinabrew, and Red Bull.
THIS BOOK IS DEDICATED TO LUCY VALDEZ-RAMIREZ
REFERENCES