BEAUTIFUL TOGETHER

2Step 1 (Non-Traditional) ...................................................................................13Step 1 (Traditional) ...........................................................................................15Step 2 (Non-Traditional) ...................................................................................17Step 2 (Traditional) ...........................................................................................19

RESEARCHOverview and Objectives .....................................................................................5Research ..............................................................................................................6Competitive Analysis ...........................................................................................7SWOT ..................................................................................................................8Target Market .....................................................................................................9

Budget ...............................................................................................................23Impressions .......................................................................................................23Flight Schedule .................................................................................................24Evaluation & Conclusion ...................................................................................25

Concept .............................................................................................................11Sweet Spot ........................................................................................................11

EVALUATION

CONCEPT

EXECUTION

CONTENTS

3RESEARCH

RESEARCHCOMPETITIVE

ANALYSISSWOT

TARGETMARKET

OBJECTIVE& OVERVIEW

4OVERVIEWMary 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.

OBJECTIVEMary 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 benefit 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

5Natalie, 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 find 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 offered

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 offer 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 THAN1,200 TOTAL

IMPRESSIONS

6AVON

Large product line Customer relationship

BOUTIQUES

BOUTIQUES

DIRECT SALES

BOUTIQUESBOUTIQUES

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 GIRLOLAY

NEUTROGENA

CLINIQUE

$

TR

AD

ITIO

NA

LT

RE

ND

Y

1

2

34

5

6

7

89

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 ANALYSISBe 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 fluctuating 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

8Our target demographic is women ages 18-25. These women are in different stages of their lives and are driven

by different 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.

TARGETTalent 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 finds 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

CONCEPTMary 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 offering enriching

relationships.

SWEET SPOTMary 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 offer.

STRATEGYThe most effective way to communicate enriching

relationships to the target market is by using their own words. The first 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 final step of this campaign allows the

faithful IBCs to influence potiential clients and IBCs. The

user driven focus will allow our campaign to last longer then the given 12 month period.

POSITION STATEMENTWe 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, CA12

1 6 11

3 8 13

4 9 14

5 10 15

2 7 12

Dont limit yourself. Many people limit themselves 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

311

96

7

4

10

58

13

STEP 1

FACEBOOKTHE 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 interestMeasurement: Facebook Analytics

SNAPCHATSnapchat is a messaging app that briefly 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 interestMeasurement: 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 effectively resonate with our target and get them to engage our

campaign.Why it works: Updates perception Creates genuine advertising content Directly engages target marketMeasurement:Hashtags, retweets, and favorites

INSTAGRAMMARY KAY KINDNESS CHALLENGE: (#KindnessChallenge)Using Instagram, Mary Kay will issue a different challenge

REFLECTIONS OF BEAUTYMary 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 beneficial to them. In addition, a

QR code will allow them to find 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 awarenessMeasurement: 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 confident 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 confident...

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 perceptionMeasurement: Uploads, shares, likes, hashtags used

PHOTO BOOTHSWe will set up a Mary Kay photo booth in our top fifteen 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 relationshipMeasurement: photos taken, uploads, and shares

PRE-ROLLSWe will run pre-roll ads on selected beauty oriented YouTube channels showing the targets relationships they find 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 SPOTSUser 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 perceptionMeasurement: Banner clicks

DIGITAL BILLBOARDSWe 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 perceptionMeasurement:Photos taken, uploads, and shares.

TARGETING AND RETARGETINGADVERTISEMENTSWe will target and retarget users on social media sites using their browsing history. The specific 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 salesMeasurement: Number of clicked links

SCHOLARSHIPSProviding financial 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 perceptionMeasurements: Submissions

17

STEP 2

NON-TRADITIONAL

There is a Housewar

ming

Party in your area! Co

me

meet a local rep and

a house

full of new friends.

Download the Mary Kay App to find housewarming party near you.

DIRECT MAILWELCOME TO THE COMMUNITY: We will target address changes within our demographic with a direct mail postcard. The postcard will feature directions to find an

IBC in their area, and invite them to a Mary Kay party. The card will also give 20% off of products if they respond

within the first 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 salesMeasurement: Coupons used and recorded responses by IBCs.

IN-PARTY PROMOTIONS - MOBILE APPThe 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 profile that is viewable by everyone that

uses the app. Party goers will receive points for downloading the app and creating a profile. 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 businessMeasurement: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 influences 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 perceptionMeasurement: YouTube Analytics

YOUTUBEMARY 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 relationshipsMeasurement: 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 EXPOWe are hosting an event in the top fifteen 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 find which is best

for them. They will also be able to learn about and experience the At Play, Botanical Effects, 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 salesMeasurement: Number of attendees and new IBCs

PINTERESTWe 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 salesMeasurement:Followed links, re-pins, followers, and likes

20

BLOGGERSAt 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 sourceMeasurement: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 effect 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 relationshipsMeasurement:Sales and public media coverage

STARTER KIT SOCIAL MEDIA INFORMATIONWe 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 effectively convey our message Empowers the IBC with tools to build future relationships

PARTNERSHIPSCHARITIES: We will feature the At Play line with different

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 efforts

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 find 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 OPTIMIZATIONAs 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 UPDATESWe will update the profile pages of IBCs on the Mary Kay

website to be more personal, engaging, and interactive. There will be a personal video on each profile 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 traffic. Similar modifications 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 IBCsMeasurement: Number of interactions and sales

1-800-FLOWERSAfter 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 Effects, or

ClearProof lines for free with a code redeemable on the website. The women receiving the flowers 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 relationshipsMeasurement: Purchased bouquets and IBC involvement

22

PUBLIC RELATIONSThe Millennial generation is influenced 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 FORMATOur campaign consists of user created content that can originate from any cultural background. This allows our campaign to reach many culturally diverse markets.

INTERNSHIPSWe 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 traffic 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 MAGAZINEWe 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 effectively 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 relationshipsMeasurement: IBC involvement

FACEBOOK UPDATEMary 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 efforts and involvement in Mary Kay.

Why it works: Highlights IBC for efforts Updates perception Increases positive involvement Creates new relationshipsMeasurement:Facebook Analytics

EVALUATION

23

IMPRESSIONS FLIGHT SCHEDULE

EVALUATION & CONCLUSION

BUDGET& OVERVIEW

24

FLIGHT SCHEDULEIMPRESSIONSBUDGET

318,845,481323,845,481

327,368,680

273,300,307266,058,263

266,058,263274,781,462

269,459,108

320,481,025318,525,481

266,056,263266,056,263

COST

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24

TOTAL COST: $9,943,500.00

$$

JAN

FEB.

MAR

.

APR.

MAY

JUN.

JUL.

AUG.

SEPT

.

OCT.

NOV.

DEC.

IMPR

ESSI

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25

FEB.

MAR

.

APR.

MAY

JUN.

JUL.

AUG.

SEPT

.

OCT.

NOV.

JAN.

DEC.

@Play Palette

Snapchat

Twitter

YouTube Stylist

1-800-Flowers

Charities

CheckoutOptimization

Direct Mail

MK Expo

Mobile App

Pre-Rolls

Reflections 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 confidence 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 confidence 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 only will you succeed in sales, you will succeed in life.

-Mary Kay Ash

We will evaluate the effectiveness 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 Clifford, S. NY Times. 2011. Even marked up, luxury sales fly off 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.pdfhttp://www.clearchannel.com/Outdoor/Pages/Advertise.aspx http://www.wordstream.marketing.incwww.papermillstone.com/cardstockhttp://iheartradio.com/cc-common/YourAdHere/www.facebook.comwww.twitter.com/userswww.pandora.com/yourad/usershttp://www.adroll.com/retargetinghttps://www.cbsoutdoor.com/media/billboards/digitalbulletinshttp://clearchanneloutdoor.com/products/digital-billboards/

Laboraex AbeitaSpencer BeuerleKathryn BryantDonnine CanamarJesse CasiasMatthias FresquezSteven FresquezDenise Galvez

Roxanne GonzalesDaniel GutierrezPamella HendrixShalen HoltKara JurgensenAnthony KienSharon LawsonJanell Lopez

Tasha LujanAlexandra MaloneAlyssa MetoyerJonathan PattersonAlicia RaeNeil WinslowPaige Ziegler

Instructors:Joseph ChavezElisa 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