Team 465

2. 3. 4. 5. 6. 7. 8. 9.

TABLE OF CONTENTS
EXECUTIVE SUMMARY & THE CHALLENGE RESEARCH KEY INSIGHTS & OBJECTIVES TARGET MARKETS BIG IDEA & CREATIVE STRATEGY TACTICS: VIRAL VIDEO MOVEMENT MICROSITE & ROYAL REWARDS MOBILE EXPERIENCE SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA SPOTIFY

15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26.

RECRUIT NEW SALES FORCE, MILLENNIAL MODEL SEARCH GOTCHA RIDES & MK 5K/12K PRODUCTS THAT GIVE BACK & MAKEUP BAG RETWEETS FOR A CAUSE & DOMESTIC ABUSE OUTREACH SCHOLARSHIP PROGRAM MUSIC FESTIVALS Beauty Consultant Promotion Brand Interaction Media & Budget Media & Budget MEASUREMENT OF SUCCESS REFERENCES & TEAM MEMBERS

10. 11. 12. 13. 14.

EXECUTIVE SUMMARY
Pantheras marketing proposal provides an in-depth understanding of female millennials perception and consumption of beauty products. We utilized these insights on the target market to develop a national, fully integrated marketing communications plan that stays true to the Mary Kay brand, motivates the independent sales force and engages millennials in new ways. The campaign will be implemented from February 2015 to February 2016 with the ultimate goal of increasing Mary Kays market share among a core group of female consumers, aged 18-25, who are up for grabs in the beauty market. To win this target markets attention and trust our campaign will emphasize guerilla and digital marketing techniques. With this in mind, there are three additional considerations to operationalize our campaign: 1) Focus on the customer segment, not the product or current operations 2) This may require more than a marketing mix change, new capabilities may be involved 3) You may want to consider iterative A/B testing to confirm our assumptions as a learning organization, as well as pilot potential new agile capabilities

THE CHALLENGE
Mary Kay has requested a $10 million proposal for a national fully integrated marketing campaign that increases awareness, positive perception and consideration for product purchase among a core segment of Gen Y (millennial) consumers, females 18-25 years old. The campaign must stay consistent with the Mary Kay brand identity and complement the efforts of the independent sales force.

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RESEARCH
1,221 respondents We conducted a survey to learn more about 18-25 year old females perception and consumption of beauty products. Results: Friends are the #1 influencer to try a new product, Online reviews are #2 76% of female millennials purchase beauty products in-store 89% are open to trying new beauty brands 61% switched beauty brands within the past 12 months at least once An overwhelming amount of respondents trust beauty bloggers or beauty gurus for makeup recommendations 81% of women said that they recommend beauty products they love- 97% of those do so through word of mouth and 2% through social media Packaging is a big influencer on purchase decision Identify with social media more than any other type of media

SURVEY

9 focus groups consisting of 6-10 millennial women Target market had an overwhelmingly negative perception of Mary Kay The terms Pink, Old Lady, Cadillac, and Door-to-door sales were used most often Few participants had actually tried Mary Kay products Constant reference to the social aspect of makeup Most millennials were not loyal customers of one specific beauty brand If they were loyal customers, then they advocated for that brand strongly (Ex. MAC, Clinique, Loreal)

FOCUS GROUPS

Hosted Mary Kay party with a 22 year-old beauty consultant and six attendees aged 20-22 Takeaways: Hannah, the IBC, was very passionate about the Mary Kay brand and its empowerment of women. Hannah was not fully knowledgeable of makeup application tips and how to personalize colors to specific customers. Hannah was knowledgeable about skincare products and talked about taking care of her skin today for the future. Paper customer profiles were not attractive to millennial party attendees, nor to our millennial beauty consultant who said she did not take the time to enter the information manually Social interaction between millennials occurred frequently Mobile interaction on smart phones did not cease because of the party Neither IBC or participants liked the Mary Kay @ Play packaging and branding

OBSERVATIONAL

Millennials are a generation on the go. Mobile phones, tablets, computers and social networks enable them to take all of their friends and data with them. The long term sustainability of your product will come down to its ability to connect millennials. Millennials think differently about online privacy. They are willing to share personal information with a brand, as long as they receive tangible benefits in return. Millennials actively engage in social media and social media increases brand loyalty. Internal, as well as external, communication is lacking by Mary Kay. Millennials wont make purchases big or small without customer input. Millennial beauty consumers are here to innovate.

KEY INSIGHTS

OUR OBJECTIVES

1. 2. 3. 4.

To transform Mary Kays brand image into one that is better received by Millennials. To prove to Millennials that Mary Kay not only offers quality products, but also an incomparable service. To increase product purchase consideration, thus generating higher profits. To transform Millennial women into loyal customers, Mary Kay advocates, and successful beauty consultants.

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TARGET MARKETS
Kayla is a 24 year old successful, sophisticated, take-charge woman with high self-esteem. She is a change leader who is receptive to new ideas and technologies. Kayla enjoys personal challenges, authentic products and rewarding experiences- exactly what the role of Mary Kay beauty consultant offers. Kayla is an active user of social media, using Twitter and Pinterest most often for her personal posts. She also looks to these social websites in researching beauty tips and reviews from her friends. As a young professional, she believes that taking the time to look polished and put together shows her colleagues that she has taste, independence, and personality.

KAYLA innovator

Maria is a 19 year old incoming college freshman who is enthusiastic about the future. She is motivated by self-expression, but still nervous about making a good first impression in a new environment. Maria has networked through the university Facebook page, as well as followed her new roommate on Instagram and Twitter. This media access has enhanced her excitement and allowed her to become a part of a community. Marias energy finds outlet in exercise, outdoor recreation and social activities. Experiences with her sorority sisters, classmates and fellow party-goers produce a need for makeup she can rely on for different looks. Maria spends a high proportion of her income on fashion, entertainment and socializing. Her beauty purchases reflect an empahsis on looking good and being trendy. Maria enjoys the ability to purchase, a social media experience, and being entertained and established.

MARIA experiencer

Jessica is a 22 year old, trendy and fun loving woman. She is motivated by achievement and thus did not pursue a college degree, but began working long, strenuous hours right away at to support herself. She does not have a lot of disposable income, but she tends to favor stylish products that emulate the purchases of people with greater wealth. Jessica is an active consumer because shopping is both a social activity and a chance to demonstrate to peers her ability to buy. She is as impulsive as her financial circumstances allow at th e time. Jessicas favorite things include a sense of belonging, stabitlity, and stress relief. These can be provided to her by her Mary Kay beauty consultant. and still needs a break from the real world to enjoy herself.

JESSICA striver

"I truly believe that serving customers is one of the great factors that sets us apart from every other company." -Mary Kay Ash

CREATIVE STRATEGY

Beauty is a complex concept; there are many different opinions generated by many different people. People talk, people judge, and subsequently, people make up their own idea of beauty. Women wear makeup for confidence and expression of individuality in social situations. To portray their inner personality, women want to look and feel beautiful on the outside. Beauty is social. However, every facet of traditional retail makeup and beauty product purchasing is impersonal and informal; it takes away the very nature of beauty. This brings us to an obvious disconnect: if beauty is social, why isnt makeup? This is where Mary Kay distinguishes itself from the competition. Mary Kay has more to offer than incredible beauty products; they offer personalized service that introduces a social interaction to validate the purchase of skin care and makeup products. Mary Kay marks the change to view purchasing beauty products as an interaction, not a transaction.

THE BIG IDEA

Defying the millennial paradigm that cosmetic products are a transactional process performed in-store with little to no interaction will be no small task. Mary Kay will need to start from the bottom up to create a grass roots movement that leverages millennials social nature. The first step of the movement is to recruit beauty consultants who are appealing to millennials. Through our research we found that these women must be relative in age, fashionable, and most importantly, an expert in Mary Kay products and their applications. The Mary Kay Movement will take place using guerilla marketing tactics, as well as a strong social media and mobile presence. Our strategy makes Mary Kay a brand based on co-creation, self-expression and originality. We encourage consumers to engage in social interaction, develop meaningful relationships and invite beauty consultants into their social circle. The Mary Kay Movement campaign will create a shared community of Mary Kay customers based on social interaction both in-person and online about beauty and the empowerment of women.

VIRAL VIDEOS
Mary Kay has been a trusted cosmetics brand for over 50 years. In this viral video, we demonstrate how five generations of women have relied on these products to prepare for defining moments in their lives. Through each decade, Mary Kay has transformed and expanded their product lines to embrace every style and every type of woman. Trends are constantly changing, but the relationship that the brand provides will stand the test of time to create the perfect look, regardless of the age of its user. Trust in Mary Kay and join the movement.

YOUTUBE

This 2 minute video will feature college males on campus being questioned about using and applying beauty products. They will be tested on their knowledge, application skills, and creativity with makeup. Next, they are put to the test and given a model to perfect their techniques. After our models makeovers are completed, a local Independent Beauty Consultant will save the day. Through these amusing antics, viewers will be entertained until they are given the call to action to join the movement. #MKontheMove will inspire the audience to become a part of the beauty revolution and rethink the way they purchase makeup.

BUZZFEED

Video advertising is the fastest growing ad format worldwide and video sharing around the globe has grown 50x since 2006. Digital Doughnut

 The web page will serve as a homebase for the movement within the Mary Kay corporate website. Digital ad placements, including site takeovers, banner ads, and promoted content via Facebook and Twitter will land on this site Find a Leader (connect with a consultant) via either the traditional zip code method or by taking a quick personality quiz with fun and engaging questions that match millennials with a beauty consultant anywhere in the country for a future digital relationship brought to life via social media and the mobile app Will display a running feed of all our digital campaign interactions: video spots, Instagram feed, Spotify playlists, Twitter feed, featured Facebook and Pinterest posts Features a daily blog with millennial makeup tutorials and timely content written to engage millennials on topics such as self-empowerment A map of the United States will highlight where people are using the #MKonthemove Follow the Movement buttons will be visible throughout, motivating consumers to follow Mary Kay on social media outlets SEO and Facebook and Google ads

MK Movement Microsite

Royal Rewards
MyMK will create customer engagement and loyalty through the implementation of a gamified Customer Royalty Program where customers physical and digital interactions with the brand earn them points. These points accumulate in the form of precious jewels to determine their unique royalty ranking. We suggest Mary Kay select percentages off or special edition products/merchandise to reward hese valuable cusetomers.

Sign up Connect with a consultant Share Upload or take a profile picture Fill out your beauty bio Connect your social networks

5 points 10 points 5 points 10 points 5 points per platform 1 point for every $5 spent 3 points per product

Purchase

Buy products Rate & review a product

Status of Royalty Diamond (1,300 and above) Ruby (800-1,299) Emerald (400-799) Sapphire (250-399) Topaz (125-249) Aquamarine (50-124) Amethyst (0-49)

Socialize

Share that rate/review to 5 points per product Facebook/Twitter/Pinterest Check-in at a party (virtual or physical) Refer a friend Recycle a flip-top cap or color-refill case 15 points per party 1 point per person 5 points per package

Give

Purhcase the Product that 3 points for every $5 spent Gives Back Gift a MK product Attend a Mary Kay philanthropy event 2 points for ever $5 spent 15 points per event

MOBILE EXPERIENCE

Mobile devices are millennials ubiquitous shopping companion to inform them every step along the purchase journey. 73% of Millennials transact directly on their mobile devices. Creating an engaging mobile experience is a tremendous opportunity for Mary Kay to capture business, as well as acquire valuable customer data. MyMK is the resource millennials need to be beautiful, confident and connected. It is MKs trusted way of engaging customers and independent beauty consultants while generating free marketing. A primary function of the app will be for customers to rate and review products. Around five to seven days after a purchase, a customer will recieve a notification from their beauty consultant asking them to evaluate the product and service experience. For example, Hi, Jessica. How do you like the Mary Kay @ Play Baked Eye Trio in Sunset Beach? A 140-character limit text box and five-star rating scale will be provided. We advise the reviews be added to the eCatalog beneath the product description because 84% of millennials report that user-generated content on company websites directly influences what they buy.

SOCIAL MEDIA

What do we want to achieve? And how will we measure that? The goal of Mary Kay as a brand is to enrich Womens lives. If everything you do is with that goal in mind, this should be the goal of your social media as well. The success of this will be measured through several Key Performance Indicator (KPIs) mainly based on engagements/impressions as these will all help to increase awareness of the brand among our target market. REASONS TO BE: Why do customers care? What is the benefit of being on social media? Makeup is a social product. No one puts on makeup to sit at home alone. Makeup is something we talk about, something we share, something we wear for a reaction. What else is social media for other than talking and sharing? Consumers in the target market spend approximately 6 hours per week on social media. If Mary Kay wants to enrich womens lives, there is no better way to do so than through social media, where millennials continuously create and share their lives. How are we different from others out there? Why/how does this connect back to our overall brand and digital strategy? Mary Kay offers not just a product but also a service. Through the way the brand interacts with customers, they are able to offer more, and be more than just a brand, they become a part of the customers life. By interacting more effectively through social channels, there is an endless opportunity for Mary Kay to stand out and enrich womens lives. Currently, Mary Kay does not have an adequate social media presence. For as vital to the success of this brand that social activity is, this needs to change. Mary Kay was founded on the success of the social aspect of their selling model: open communication between the brand and their beauty consultants, consultants and their customers, as well as the infinite network of friends--potential customers--that current customers have to offer. The digital world is the vehicle for Mary Kay to initiate the dialogue and establish credibility in a community for consultants and customers alike to indulge in beauty content.

GOALS AND SUCCESS METRICS

POSITIONING

5 10

10

CONTINUED

SOCIAL MEDIA
What do we plan to offer customers? Mary Kay is a brand that is inspirational, caring, authentic and approachable, fresh and joyful, beautiful and confident, credible and benefit driven, aspirational yet affordable. Through these ideals, Mary Kay will provide content that portrays who they are as a brand, and connects with the target market. What do we plan to offer customers that is unique? How will we plan our calendar of postings or offerings? One of the key insights about Millennials is they trust information their friends share on social media above that of promotions or contests. Therefore, it is incredibly important to encourage Mary Kay users to provide content of their own making. We will be able to easily do this by utilizing Mary Kays consultants to start the movement and other consumers will follow suit.

TONE OF VOICE

PROMOTIONS AND CONTENT

Who will be in charge of monitoring the page? How do we want them to be perceived within our brand? We recommend that Mary Kay hire two content managers to control and contribute to the brands social media outlets. The role these managers will play is integral to the Mary Kay image and promotion of the brand to Millennials.

COMMUNITY MANAGEMENT

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SOCIAL MEDIA CALENDAR

Monday morning is a high traffic period that should be devoted to Monday motivations and inspirations. By posting content to Facebook and Pinterest about seasonal product lines and looks, Mary Kay can serve as a weekly inpsiration for all aspects of their consumers lives from make up to work and even their followers fitness routines. Additionally, through these posts Mary Kay will be able to encourage interest in their app and website. Highlight an IBC that is doing great work! Not only does this encourage other IBCs to aspire to be their best, it also gives them people to look up to and emulate. This allows consumers to see that IBCs are incredibly knowledgeable and to be trusted. Encourage Mary Kay users to post a beauty question or topic, makeup look for a season or specific occasion, etc. that they want to know more about. Stream a virtual beauty forum hosted by a member of Mary Kays Global Makeup team or beauty specialist to answer the highst voted topic each Wednesday evening. Inviting consumers to post their own needs encourages interaction and shows that Mary Kay cares about what their customers care about. The makeovers and all questions will be answered by the Mary Kay Global Makeup team. Since Mary Kay is a long established brand, there are many opporunities to post engaging and interesting content for Throwback Thursday. We will also encourage consumers to post their own Mary Kay throwbacks photos. There is a lower social traffic on the weekends, so we will encourage consumers to post on Fridays instead of producing content for them. The pic of the week invites users to take a picture of themselves or their friend using a certain MK beauty product (eyeliner, lipstick, moisturizer, blush, etc.) and submit it via Instagram, Twitter, or Facebook and give a 10% off next purchase of that specific product for the next week.

MOTIVATIONAL MONDAY

TUESDAY: MENTOR SPOTLIGHT

WEDNESDAY: ASK AN EXPERT

THROWBACK THURSDAY

FRIDAY: PICTURE OF THE WEEK

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These are campaigns aimed at encouraging consumers to produce content of their own, thereby spreading their love of Mary Kay to their friends and followers. Additionally, these themes can also be utilized by IBCs who may be looking to Mary Kay for suggestions on what they should post.

MONTHLY

JANUARY

New Year, New You, what are your favorite skincare products to use post workout? Mary Kay can help you stay true to your resolutions.

FEBRUARY

Post your date night favorites for a chance to win a romantic night for two, whoever your special someone may be, a boyfriend or a best friend.

MARCH

Womens History month. Highlight the contributions of women to events throughout history. Encourage consumers to post their makeovers using the #MKmakeover in association with International Womens Day. Post youre favorite MK wedding looks to win Mary Kay a makeover and MK goodies for your wedding party! IBCs are encouraged to post wedding looks they have created for inspiration. Fall into MK by introducing new products or looks. Consumers can posts their favorite new products and looks as well.

APRIL

Celebrate Mary Kays philanthropy efforts through both Arbor Day and Earth Day. This allows followers to post their own philanthropy initiatives, entering them to win a spotlight on the Mary Kay website. Mary Kay celebrates the independence of women, by encouraging the women to post about the impact they have been able to make in their lives, through work, play, and everything else under the sun. Consumers will be encouraged to submit photos to MK to have them pinked. A pink filter will be applied to their photos and uploaded to the MK movement Instagram account, tagging the consumers accounts in the photos.

MAY

Highlight the moms and other special women in consumers lives through a Mothers Day give away. Sponsor Mothers Day gift baskets for the top 10 most popular posts by consumers about them and their moms! Jet set with Mary Kay. What were the highlights of your summer? Where has MK been as a brand? And where did consumers travel with their Mary Kay products this summer?

JUNE

JULY

AUGUST

SEPTEMBER

OCTOBER

NOVEMBER

Thanksgiving always reminds us to be thankful. November is a great opportunity for consumers and IBCs alike to be thankful for MK and the confidence MK brings to their lives.

DECEMBER

Mary Kay Holiday wishlist. By using the hashtag #MKWishlist consumers can post pictures of what Mary Kay products they want the most this holiday season, they are then entered to win them.

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SPOTIFY
Over 40% of Spotify users are between the ages of 18-24 (Biernacki). Spotify is a social music platform that links directly into Facebook and allows users to share content with their followers. We will takeover the site in the name of the Mary Kay Movement, which will fade into banner ads declaring, Your music is social, why shouldnt your makeup be? Join the movement. These banner ads will land on the microsite for the movement. In addition to a site takeover, Mary Kay will produce branded playlists to continue to show Mary Kays brand personality. The playlists will be designed for different activities such as getting ready for a first date, or calming down your nerves before a job interview. There will also be a section of playlists focused on the artists featured at Bonnaroo and Lollapalooza featured on the microsite.

YOUR MUSIC IS SOCIAL, YOUR MAKEUP SHOULD BE TOO

Of the top 20 online radio sources, Pandora captures 75% of all listening sessions We will run a 15 second digital display along with a radio spot targeting experiencers like Maria

PANDORA

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RECRUIT NEW SALES FORCE

Contest directed at innovator target market to become IBCs Advertise the opportunity to travel with their business at their fingertips and be the creator of their own destiny Uncover the innovators who can create engaging original content Viral video contest where they create an original makeup tutorial Measure the amount of views that their YouTube post receives Top 100 wins

MILLENIAL MODEL SEARCH

The search for five new, fresh faces to revive the Mary Kay at Play line and grab the attention of Millennials Mary Kay judges will travel the country in a tour bus, stopping in major cities to host weekend long competitions and interviews. After the nationwide search is over, the judges will select twenty models to come to the Mary Kay headquarters in Texas for the selection of the final five. The search will be held during the month of February, and the winning models will be unveiled on International Womens Day, March 8th. The models will all be women between the ages of 18-25, representing a variety of skin tones and body types; the common factor between them will be their confidence, outgoing personalities, and passion for the Mary Kay brand and all that it stands for. The search will be promoted to model agencies throughout the country as well as on billboards throughout the cities we are visiting, leading up to the weekend.

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GOTCHA RIDES

Gotcha Ride is a growing transportation service offered to college campuses. They are 100% electric, street legal, and free to customers. The Gotcha Vehicles offer multiple opportunities for mobile advertisements, as they are designed to be decorated. Gotcha sees themselves as reliable, eco-friendly, and people friendly: a great fit with Mary Kay. Gotcha partners with universities to create a mobile billboard that generates new impressions daily. We will create awareness of the Mary Kay Movement with these unmistakable pink rides driving around campus, and we will increase positive perception of the brand by the good deed Gotcha Rides provide. Using the hashtag #MKontheMove, riders can join the movement and learn how they are the momentum. Where can MK take you?

OUTDOOR, MOBILE & PEER TO PEER

MK 5K/10K

WHERE: Major cities around the country WHEN: New York City: May 23-24, 2015 Chicago: July 4-5, 2015 San Francisco: September 5-6, 2015 Miami: November 28-29, 2015 Dallas: January 16-17, 2016 THE OBJECTIVE: To encourage a healthy and active
lifestyle while promoting the MK at Play products.

people to create individual or team (min. of four people) intent to participate profiles. Participants will be encouraged to share their unique link via social media to raise donations from family, friends and even local businesses. A running leaderboard will be displayed on the microsite with the winner receiving a years worth of Mary Kay @ Play products. ment to improve the environment and find more ways to be sustainable in everyday life.

HOW IT WILL WORK: There will be a direct link on the Movement Microsite for

THE PHILANTHROPY: All profits will go directly to Pink Doing Green, a move-

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PRODUCTS THAT GIVE BACK

WHAT IT IS: A promotion where one product will be featured each month and have a percentage of its profits donated to Pink Changing Lives. THE OBJECTIVE: To increase sales of a particular product in addition to encouraging customers to support a good cause. THE PHILANTHROPY: 20% of every product sale will directly go to to Pink Changing Lives, a cause committed to help end and prevent domestic violence and abuse.

MAKEUP BAG

Millennials are significantly more likely than older adults to feel that companies should promote wellbeing and the greater good for society. -Gaudelli

WHAT IT IS:An eco-friendly makeup bag containing travel size Botanical Effects products that customers can buy and a percentage of the profits will go towards Pink Doing Green. (Use the same bottles as the Clear Proof Acne System-The To Go Set for the Botanical Effects products (the set is currently sold for $20 for 4 piece set) THE OBJECTIVE: To associate the Mary Kay brand with environmental responsibility and to encourage the repurchase of full size products by introducing customers to the travel size version. THE PHILANTHROPY: Pink Doing Green HOW IT WORKS: MK artists will design a limited edition, eco-friendly makeup bag & 25% of profits will be donated to Pink Doing Green.

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RETWEETS FOR A CAUSE

WHAT IT IS: A social media campaign used to raise awareness while reaching a wider audience of potential new customers. THE OBJECTIVE: To generate a larger social media presence and make people more aware of the philanthropies that Mary Kay supports THE PHILANTHROPY: Any of Mary Kays philanthropies (MK Foundation, Pink Doing Green, Pink Changing Lives, Beauty That Counts) HOW IT WORKS: Corporate Mary Kay will pledge to donate their amount of choice (Ex. $0.25) to one of their philanthropies for every retweet that they get.

DOMESTIC ABUSE OUTREACH

WHAT IT IS: A series of events at larger shelters for domestic violence victims to provide a fun experience for them with Mary Kay products. WHEN: Since October is domestic violence awareness month, a Mary Kay traveling consulting team will travel to different areas of the country each week to meet up with local IBCs and visit shelters in the area. Kickoff event: Friday October 2, 2014 in Washington, DC Week 1: October 4-10, 2014 in Seattle, WA Week 2: October 11-17, 2014 in Atlanta, GA Week 3: October 18-24, 2014 in Phoenix, AZ Week 4: October 25-31, 2014 in Denver, CO THE OBJECTIVE: To directly help victims of domestic violence in a way other than just giving donations. THE PHILANTHROPY: Money from the Mary Kay Foundation will be used to create events. HOW IT WORKS: Makeup parties will be held specifically for women who have been subject to domestic violence and are living at womens shelters; we will show them how makeup can be empowering by giving facials, tutorials, and free products.

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SCHOLARSHIP PROGRAM

Designed to empower rising women leaders with a future in marketing and sales by providing them the opportunity to enhance their education. Selection Process: Application: academic record, leadership, and community involvement, as well as any business or Mary Kay background she may have. Essay: students will be asked to answer: What is your interpretation of Mary Kay Ashs founding principles of faith first, family second and career third? After completing the application, ten applicants per state will be chosen to continue onto the interview portion of the process. The interview process will include an interview in front of a panel of Mary Kay Regional Sales Directors, and a meet and greet between the interview candidates to see how they interact with each other. The top two candidates chosen from each state will each receive $1,000 per year for the the remainder of their time in college as long as an active sales role is maintained ($200 wholesale per month). Campus Independent Beauty Consultant requirements: Plan and host one Open House a semester. Open Houses are information sessions about the Mary Kay business model, company culture, and reveal how to become an IBC. This will allow her to introduce the concept of becoming an IBC to other women her age. Plan and host one community service event per semester. The Campus IBC can determine the focus of the community service event. MENTOR PROGRAM: Each Mary Kay Campus Consultant must have a Regional Sales Director as a personal mentor. Before hosting each of her required events, the MK Campus Consultant will consult her mentor and have it approved.

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MUSIC FESTIVALS

Mary Kays services will be displayed on the front line of a prominent Millennial woman social experience. 76% of festivalgoers say they feel more favorable toward brands that sponsor a tour or concert (Fromm). By providing exciting experiences and much needed services to female festival goers, we will instigate longterm relationships with potential customers.

MK IS ON THE MOVE TO:

Bonnaroo- June 12th-15th, 2015 Lollapalooza- August 1st-3rd, 2015 Experience Movement by Mary Kay Festival goers are invited to receive a free fresh makeover to help clean their face after a long sweaty weekend at either Bonnaroo or Lollapalooza. Take wacky photos with props, such as feather boas, hats, and moustaches with your friends in our Instagram booth, then tag yourself & be seen on the moving feed on the microsite. This will drive festival goers to the site to view and download their Instagram photos. Quench your thirst with reusable #MKonthemove water bottles Stay fresh all day with Beauty Blotters Oil Absorbing Tissues Refresh your chapped lips with MK Suncare Lip Protector Recharge your mobile devices at our power center In order to get the goodies, we recommend consumers either: Like the Movement by Mary Kay Facebook page Tweet about the Mary Kay Movement Download the MyMK app Movement by Mary Kay does not involve the actual sale of any Mary Kay beauty products.

Sponsoring a music festival is an opportunity to make lasting connections with millennials and direct those connections toward the companys digital presence. -Talty

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Beauty Consultant Promotion

MARY KAY AT PLAY

A T

P L A Y

When an Independent Beauty Consultant introduces a product to a customer, her first impression comes from the packaging; first impressions are significant in making a sale. The current Mary Kay @ Play packaging exudes a childish look and feel from its bright, neon colors and at symbol, which in our research we found reminds millennials of their AOL Instant messenger days. To bridge the gap between millennials makeup wearing mindset and the Mary Kay @ Play makeup line, we recommend a revamp of the package design. Our bright yellow on black color scheme will enhance the appeal of the product line to Millennial women and increase probability of purchase.

Mary Kay InTouch

Gamified Training

Quality evaluations of the Mary Kay brand are not made solely on the products; they also involve evaluations of the process of service delivery, such as how knowledgeable IBCs are of Mary Kays product portfolio and how capable they are at personalizing offerings to customer needs. The improvements we suggest adding to the Mary Kay InTouch app and web service will enhance the service delivery link.
Utilize existing tips & trends on the MK website to create Take quick quiz after each tutorial Earn badges that distinguish different expertises and increase customer trust Extension of Advanced Color Consultant Badge recently released Ex. Seasonal Specialist- Spring: Mothers Day, Spring Party Look, Weekend with Friends Look, Welcome Spring Look, Outdoor Vacation Look Provides IBCs with extensive product and application knowledge

My Beauty Community

Network with consultants across the world Help forum

Customer relationship management

Links directly to MyMK by providing a digital communication platform for consultants and their customers Calendar of availability for scheduling customer consultations and parties Time saved from the elimination of manual data entry by IBCs as customers will participate in MyMK and create their own customer profiles Introduces predictive personalization and product refill reminders in a less obtrusive manner

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Mobile Payment Options

Such as Square designed for the iPhone and the iPad, the MerchantWARE Mobile designed for the BlackBerry, and the GoPayment designed for phones running on Googles Android operating system should be required to provide Mary Kay customers more payment options to meet their needs.

New Party Locations

Millennials do not like to feel pressured to buy products. By hosting parties in neutral locations, potential consumers will be able to come and go as they please. This will encourage women to stop by and gain exposure to Mary Kay products. Where? Cafes, art galleries, other neutral locations Why? To create a more relaxed environment by being in a public setting and to transform the perception of a pushy Mary Kay Party into a more fun, girls night out

BRAND INTERACTION
Earn Millennials attention and leave them wanting more Viral Videos Site Takeovers Banner Ads Microsite

PASSIVE- Not Your Grandmas Makeup PARTICIPATORY- Beauty is Social

Provide creative content and vehicles that entice millennials to participate in an information exchange Social Media revamp and contests Millennial model search MK InTouch Recruiting popular bloggers for beauty consultants to endorse the Mary Kay movement and personal pages MyMK Royal Rewards game Products That Give Back Retweets For a Cause

Validate Millennials relationship with the Mary Kay brand Music festivals 5k events Gotcha Rides Mobile payment options Mary Kay @ Play re-packaging New party locations

PHYSICAL- Mary Kay is My Every Day PERSONAL- Im Your Girl

Maintain and secure a long-standing relationship Relationship with a Mary Kay beauty consultant MK InTouch connect with a consultant feature Scholarship program Word of Mouth Mary Kay mentor program Domestic Abuse Outreach

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MEDIA PLAN & BUDGET

FEB Social Media Increase Facebook and Twitter Presence By 20% Themes FEB: Model Social Media Search MAR: Women's Social Media History Month APR: Pink Goes Social Media Green MAY: Mother's Social Media Day JUN: Social Media Vacation/Resort JUL: Independence Social Media Day AUG: International Social Media Travel SEPT: Transition Social Media into Fall OCT: Breast Cancer Social Media Awareness NOV: Social Media Thanksgiving DEC: Mary Kay Social Media Wishlist JAN: New Year, Social Media New You Snapchat Social Media Digital Experience MyMK App Digital Media Spotify Site Digital Media Takeover Spotify Specialized Digital/Social Media Playlsts Spotify Banner Digital Media Ads Viral Video on Mary Kay Digital Media Microsite Pandora Ad Digital Media Mary Kay Digital Media Microsite Philanthropy Retweets for a Cause Social Media/Philanthropy Domestic Philanthropy Violence Center Seattle Philanthropy Atlanta Philanthropy Phoenix Philanthropy Denver Philanthropy Total Price Impressions 1,947,540 $275,000 Model Search Women's History Pink Goes Green 2 9 16 23 2 9 MAR 16 23 30 6 APR 13 20 27 4

Media Flowchart February 2015

MAY 11 18 25 1 8 JUN 15 22

Mother's Day Vacation/Resort

$0 $1,750,000 10000 per month $10,000 per month $10,000 per month $120,000 $120,000 $120,000 $100,000 $60,000 $130,000 $.25 per retweet $38,250 $38,250 $38,250 $38,250 Based off of Mary Kay @ Play sales $2.25 per bag; $5 for makeup $4,000 year; 2 per state $6,250 $153,000

26,000,000 10,000,000 24,000,000 Spotify Playlist 1

$5000/mth

5,000,000 51,900,000 10,000,000 25,000

Microsite Viral Video

IBC Focused Training Techniques Millennial Model Search Bus Tour Upgrading Mary Kay In Touch
Native Advertising

Products That Give Back Eco-friendly Make Up Bag Scholarship program

Philanthropy Philanthropy Philanthropy Improving IBC Image Improving IBC Image Improving IBC's Native Advertising via Social Media Native Advertising via Social Media Digital Media Summer Outdoor Promotion Summer Outdoor Promotion Summer Outdoor Promotion Outdoor Promotion/Philanthropy Outdoor Promotion/Philanthropy Outdoor Promotion/Philanthropy Outdoor Promotion/Philanthropy Outdoor Promotion

$0 $38,750 $400,000 $1,000,000 5,000 400,000 480,000 2,000,000 25,000

PGB

PGB

PGB ECO Make Up Bag

PGB

PGB

Mary Kay Scholarship Program

$200,000 Bus $20,000 Paint $5,000 Gas

$220,000 $400,000

Millennial Model Search

Facebook
Twitter Buzzfeed Outdoor Bonnaroo Lollapalooza Memorial Day 5k New York City 4th of July 5k Chicago Labor Day 5k San Francisco Thanksgiving 5k Miami MLK Day 5K Dallas Gotcha Ride

$.50 cost per engagement $1.50 cost per engagement

$1,500,000 $2,500,000 $92,300 $43,000 $211,000

3,000,000 1,667,000 390,000,000 270,000 295,000 10,000 30,000 18,000 10,000 NY Buzzfeed Video BON

COC

$3,000 $1,175 $75,000 $75,000 $75,000 $75,000 $75,000 $42,000/year Total Costs and Impressions

$375,000 $252,000 $9,866,300

5,000 142,080 525,282,080

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owchart February 2015

MEDIA PLAN cont.

JUL AUG 17 SEP 29 4 13 20 27 3 10 24 31 5 14 21 28 2 12

OCT 19 26 2 9

NOV 16 23 28 7 14

DEC 21 24 28 1 8

JAN 16 22

Vacation/Resort Independence Day International Travel Transition into Fall Breast Cancer Thanksgiving Mary Kay Wishlist Snapchat MyMK App. Year Round Promotion Spotify Site Takeover Spotify Playlist 2 Spotify Banner Ads New Year, New You

Pandora Ad Mary Kay Microsite

SEA

ATL

PHX

DEN PGB PGB PGB

PGB

PGB

PGB

PGB

Training Techniques for IBC's

Upgrading Mary Kay InTouch

Facebook Campaigns Buzzfeed Video Twitter Campaigns

LPZ

CHI SF MIA Gotcha Ride Collegiate Promotions DAL

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The Mary Kay Movement campaign is designed for agile execution by collecting near-time data. We have constructed a balanced scorecard to monitor plan performance and continuously reevaluate and optimize the campaign throughout all channels.

MEASUREMENT OF SUCCESS
Vision & Strategy
The Return on Marketing Investment (ROMI) Framework will be used to calculate the impact of the Mary Kay Movement campaign. Track profit attributable to the campaign by subtracting the base case and costs from the upside revenue impact of this new marketing initiative.

Financial Customer
Goals
Increase awareness

Measures
App downloads Share of voice Pre-test/Post-test: For makeup products, what is the first company name you think of? Click-through-rate (CTR): number of clicks / number of impressions to Microsite SERVQUAL: a multiple item scale for measuring consumer perceptions of service quality; pre-test/post -est Customer Satisfaction (CSAT) evaluated via ratings and reviews of products/services on MyMK

Increase positive perception

Increase consider- Test Drive: number of virtual makeover shares linked to product purchase from those simulations ation for product purchase Cost Per Action Create loyal customers Recruit beauty consultants ages 18-25 Customer Lifetime Value (CLTV) Churn: measure of customer defection over time Take Rate = Number of Accepted Offers / Number of Contacts Viral video contest entries Millennial model search entries Big Data combining structured CRM and back office systems with external variables (particularly unstructured data like mobile) to find and leverage insights before the competition; SEO for Microsite and YouTube channel; Hubspot for campaign planning and management; Salesforce Radian6 for CRM engine and social listening

Internal Process

Learning & Growth

Intangible drivers of our future success such as human capital, organizational capital and informational capital including skills, training, culture, leadership, systems and databases.

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Team Members
Nora Brazell Adam Bunn Ryan Burton Megan Byrnes Alex Conte Josh Davis May Do Jordan Dowd Christine Flannery Laura Garvin

Erin Gottleib Jessica Helton Jake Hutchinson Delaney McCraw Cali McGovern Macaulay Morrison Sam Ostman James Pepper Beckie Prince Sara Shumpert

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