This slide show contains a Social IMC Strategic Plan for a client, Alpha Hydrox. The entire presentation was created from the ground up by 5 students in Northwestern University's Integrated Marketing Communications Graduate Program. The team consisted of students in the US and international students coming together to create a cohesive plan over an 8 week period. Once completed, the plan was presented via a live streaming session to the client in a presentation with Q & A to follow. The client was pleasently surprised since we dared to deviate from their current strategy, as we felt the risk would be well worth the reward.

1. Alpha Hydrox
Social IMC
Strategic
Plan

2. The Team
Ruthie Fischer
Jay Hover
Nikki Ilchert
Betsey Siska
Johanna Soyars

3. Agenda
• Overview
• Target Markets
• Market Size & Value
• Competitive Analysis
• Social EKG
• Think Social
• Plan Social
• Go Social
• Budget
• ROMI
• Summary
• Appendix

4. OVERVIEW

5. The Goal
The Product
“Alpha Hydrox alpha hydroxy anti-wrinkle skin creams, lotions, oil-free
formulas and body washes help to prevent and reduce the
appearance of fine lines, wrinkles and creases. They also even skin’s
tone and unclog pores, helping to banish acne and problem-prone
skin. At a fraction of the cost of discount and department store
brands that aren’t even close to being as effective, Alpha Hydrox will
help your skin look & feel younger, fresher, smoother, softer, clearer,
more radiant and healthier.”
The goal of our team is to present a carefully designed
Social IMC Strategic Plan for Alpha Hydrox that focuses on
leveraging Alpha Hydrox’s competitive advantages to the
highest value markets in order to maximize the return on
marketing investment.

6. TARGET MARKETS
Identifying high value markets

7. Types of Markets Considered
PASSION MAREKTS
Focusing on existing Passion
Communities
• Passion communities consist of people with strong
feelings toward a specific topic.
TRIGGER MARKETS
Focusing on existing Trigger
Communities
• Trigger communities are formed by those who
experience a specific life event that move a them
to action.
There are 2 types of forces that create social communities:

8. Passion Markets Considered
Beauty
Obsessives
MARKET SIZE 4,250,200
Source: infoUSA.com

9. Passion Markets Considered
Conscious
Cleansers
MARKET SIZE 14,021,000
Source: infoUSA.com

10. Passion Markets Considered
Expert
Exfoliators
MARKET SIZE 9,288,000
Source: infoUSA.com

11. Trigger Markets Considered
Penny
Pinchers
MARKET SIZE 6,987,000
Source: infoUSA.com

12. Trigger Markets Considered
Accepting
Age
*Secondary market, full presentation in Appendix
MARKET SIZE 63,601,000
Source: infoUSA.com

13. Trigger Markets Considered
Acne
Affected
*Chosen Market
MARKET SIZE 45,291,000
Source: infoUSA.com

14. Market
Size and Value

15. Primary Market Chosen:
ACNE AFFECTED
Total
Market Size
45,291,000
On Social
33,062,430

16. OTC Acne Market Outlook
Opportunity for Alpha Hydrox
$2.6 Billion in 2016
3.2% CAGR (2011 to 2016)
$2.2 Billion in 2011
Source: http://www.prweb.com/releases/2011/11/prweb8937404.htm

17. Market Outlook –
Opportunity for Alpha Hydrox
“Companies are
expected to increasingly
formulate products that
are aimed at adults with
late-onset or persistent
acne.”
Source: PRWeb/IBISWorld Industry Research, November 2011

18. COMPETITIVE
ANALYSIS
Identifying & defining the
competition

19. Industry Leaders – Market Share
The three top
companies in
the acne
treatment
market account
for an estimated
66.7% of the
industry –
Approximately
$1.5 Billion
Brands: Neutrogena, Clean& Clear
Brand: Proactiv
Brand: Clearasil

20. The Competition
The
Competition

21. Competitive Analysis
S
•Effective-level AHA ingredients
•Affordable, good value
•AHAs effective at treating and
preventing acne
•AHAs gentle on skin
•Alpha Hydrox brand “evangelists”
•Strong WOM
W
•Misconceptions about the product
type (i.e. treatment v. cleanser)
•Misconceptions about AHAs (i.e. “too
harsh”)
•Limited retail/distribution channels
•Limited social presence
•Lower brand recognition
O
•Leverage “evangelists”
•Make use of WOM to increase social
visibility
•Educate to curb misconceptions about
AHAs
•The product works very effectively on
acne which can be used to Alpha
Hydrox’s advantage
T
•Low brand recognition will keep leading
to low sales if not improved
•Limited distribution can lead to low sales
•Strong WOM but limited social presence
can drive consumers away
•The competition is much more high profile

22. Competitive Analysis
S
•Brand longevity
•Product effectiveness; dramatic results
•Expert credibility (developed by two
Stanford-trained dermatologists)
•Numerous, high-profile celebrity
endorsements
W
•Expensive
•Limited availability only through
mail/online order; inconvenient
•Not available for purchase in stores
•Active ingredient benzoyl peroxide
harsh/irritating for some skin types
•Three-step system too high maintenance
for some consumers
O
•May expand distribution to other
online retailers and brick and mortar
stores
•May create additional product/brand
extensions to leverage already high
recognition/awareness
T
•Equally effective, more affordable
options
•Easier availability and convenience
of competitor products

23. Competitive Analysis
S
•Expert (#1 dermatologist recommended)
approval
•Known acne treatment products
•Strong retail presence
•High brand awareness/familiarity
•Popular Scandal TV show actress Kerry
Washington - new “creative consultant”
W
•Extensive choices among product
options can be confusing for
consumers
•Lack of understanding among
consumers regarding most suitable
active ingredients, i.e. benzoyl peroxide
v. salicylic acid
O
• Continue to leverage the #1
dermatologist approval for clout
• Use other high profile public
figures in campaigns, especially
to remind consumers of acne
product line
T
• Increased competition in
acne category
• Too many options may
cause consumers to go with
a brand that is more
specialized in one area

24. Competitive Analysis
S
•Multiple online distribution
channels
•More affordable
•Availability in numerous brick and
mortar stores
•Advertised as “Visible results at half
the price of Proactiv” on website
W
•Generic name
•Low brand familiarity
•High benzoyl peroxide
concentration harsh for
some skin types
O
•Further promote as less expensive
alternative to Proactiv, especially
because of similar, three-step
system
•Advertise wide availability of
product as a convenience
T
•Lack of visibility, high-profile promotion,
and expert/influencer approval may
make consumers wary of trying due to
concerns about potential negative
effects on skin
•Consumers may seek out more natural
and gentler products

25. Competitive Analysis
S
•High brand recognition
•Top-selling brand for acne
treatment
•Owns teen acne market
•Inexpensive
•Widely available
W
• Focus on teen means less top
of mind for adults
• Active ingredients in product
line may be unappealing for
some consumers
O
•Expand product promotion to
adult markets
•Develop product extensions using
more natural ingredients
T
•More competition/crowded market
•Increased alternative offerings using
organic/green ingredients that are more
attractive to consumers

26. Competitive Analysis
S
•Trusted brand/parent company
•Affordable
•Extensive distribution
•Current “See the Real Me”
campaign/contest featuring
actress/singer Demi Lovato
W
• Heavy emphasis on teen girls
market misses opportunities
with adults/men
• Confusion over distinctions
among product
options/offerings
O
•Further reach to new target
markets
•More information/education on
differences among product
offerings and how consumers can
make the right choice for their skin
T
•Projected growth in industry for
products treating adult-onset and
persistent acne may weaken
current brand positioning

27. What is the conversation around
Alpha Hydrox?

28. What is the conversation around
the competition?

29. What is the conversation around
the competition?

30. What is the conversation around
the competition?

31. Alpha Hydrox v. Competition –
Key Differences
•Reliance on benzoyl peroxide or
salicylic acid for product
effectiveness
•Undesirable ingredients for some
consumers, especially among
adults, those with sensitive skin, and
those looking for alternative options
Competitors
•Offers unique, distinct product
benefits no competitor can claim
•Only product with effective-level
AHAs that are natural and gentle
on skin
•Competitive advantage to
leverage
Alpha
Hydrox

32. SOCIAL EKG
Understanding the Alpha Hydrox
social community

33. What is the conversation around the
brand?

34. Keyword Analysis: Alpha Hydrox

35. Sentiment Analysis: Alpha Hydrox

36. Social Analysis: Alpha Hydrox

37. Where do the conversations take
place:

38. Influencer analysis
Overall influencers

39. Influencer analysis
Top bloggers

40. SOCIAL EKG
Understanding the broader
social community

41. What is the conversation around our
community?

42. What are the key topics in our
community?

43. What is the sentiment in our
community?

44. Where do these conversations take
place?

45. Influencer analysis
Top bloggers

46. Influencer analysis
Top vloggers

47. THINK SOCIAL
Empowering the community

48. Empowering Concept:
 Given the overarching theme of
social exclusion we will empower
acne sufferers by inviting them into a
online destination* that offers them
the missing social and expert support
and motivation throughout their
treatment journey.
 As part of the community, they will be
encouraged to tell their story and
celebrate their progress.
Life In Your Skin

49. Empowering Concept:
 With a focus on
 1) find the right treatments and
 2) monitoring and rewarding progress, the site will
empower our target by:
 Help sufferers realize they are not alone.
 Offer them the best advice that will allow them to
treat themselves in
 Make them feel like part of a group by connect them
with others currently in or have been in their position
to offer encouragement and motivation to treat
themselves.
 Use of high profile social figures who have suffered to
help to ease the social stigma associated with acne
Life In Your Skin

50. PLAN SOCIAL
Developing an
empowering community

51. Community Site
 Monitor / Reward progress through gamification
 Skin “Selfie” - users upload pictures to show
progress over time.
 Other users can comment / like / vote for most
progress shown over time
 Users keep daily treatment diary that motivates use
of product
 Incorporate the use of Alpha Hydrox product into
“selfie” to act as enhancer to the process and help
users progress further through the site.
 Treatments
 Personalized treatment plans based on checklists
that qualify an individual for a particular treatment.
 Webinars that discuss causes / treatments
Life In Your Skin

52. Community Site
 Support Site & Monitoring
 Partner with webMD for content sharing and FAQ
 Support site connects with real time video to keep
personal and “group” feel
 Full time monitoring of posts to ensure all dialogue
is positive and reinforces the sense of support and
group motivation that the site seeks to foster.
 Directory
 Users can review / recommend products and link
to where to find them
 FAQ & Truths
 Engage users with compelling content about acne
and separate fact from fiction
Life In Your Skin

53. Community Site
Features
 Profile pages for members
 Messaging system - for like / votes / comments
 Ranking / poll elements for product treatment
reviews
 FAQ section/get the facts
 Full time support team. Ongoing regulation of
comments and posts is of critical importance to
our community to ensure the positive and
supportive environment that we wish to nurture.
 Single sign on and sharing progress with social
networking sites
Life In Your Skin

54. Multiple entry points

55. Community & connection

56. Community mobile app
 Progress charts linked
to user accounts -
monitor both “selfie”
element and how
they are progressing
on treatment plan
 Gamification add on
allows for photo
upload and
personalized
coaching
Your Progress
Day 7

57. GO SOCIAL
Developing an
empowering community

58. GOING VIRAL
Long Tail
Medium
Tail
Short Tail

59. THE LONG TAIL
•Press release dispatch to key titles targeting
•lifestyle / popular culture / health / wellness
•Print Campaign
•Full page advertisements in select pillar titles
•Influencers who will be involved in teaser campaign
and join together for a launch webinar
•Bloggers – Jess Bunty (Vlogger) & Dr. Cynthia Bailey
•Celebrities – Cameron Diaz to feature in launch
webinar
•Point of Sale Activation
•3D aisle display at retail touch points (Walgreens) QR
codes takes consumers directly to registration page
LongTail

60. THE MEDIUM TAIL
•Banner Ads
•Alpha Hydrox website and key youth and parenting
online publications and skin care sites
•Facebook Ads
•Targeting target market with banner ads for acne
help and support
•Ad Words
•Target acne and skincare within content sites
MediumTail

61. THE SHORT TAIL
•Communications to existing Facebook fans
•Twitter messages - leveraging on existing Alpha
Hydrox customer base and the followers of
collaborating influencers
•Influential bloggers - to act as ambassadors and
contributors to community site - linking their own
exclusive content.
•Email Blast - Rent of email database for initial teaser
blast
•Alpha Hydrox Website - divert traffic to community
site
SHORTTAIL

62. TEST PLAN
Emails
Measure the communication
that drives the highest
registration rate
Banner Ads
Leveraging on existing website,
measure communications that
drive highest click through rates.
Twitter –
using Alpha Hydrox current
handle to test message
strategies and measure click
through rates
Facebook Ads & Posts existing
followers –
To test a variety of calls to
actions rates of click through
Display –
acne bids are much more
reasonable within content sites
$1/click and would have access
to more editorial sites which may
be more inclined to become
members of our community site
Paid Search –
acne bid prices are relatively
high at $4-$6/click, but can
determine engagement and
conversion for community site
and also AOV
Prior to launching in October message testing will be carried out
in the Following channels:

63. SUMMARY TIMELINE
JULY
•Press Release to key media
•Paid Search/Display advertising (Testing)
•Facebook Advertising (Testing)
•Contact with bloggers
AUGUST
•Email testing
•Banner Ad testing
•Creation and booking of Print Ad campaigns
•Ongoing - paid search / Facebook advertising
SEPTEMBER
•Print Campaign Live
•Digital campaign live
•Blogger Posting
•Ongoing - paid search / Facebook advertising
•POS campaign
•Email Campaign - registration and webinar invitation
OCTOBER
•LAUCH WITH WEBINAR

64. SUMMAY MEDIA PLAN

65. THE BUDGET
Pilot and Full Launch Breakdown

66. Pilot Budget
Pilot (3 months)
Talent $81,125
Technology $125,000
Maintenance $6,800
Media $18,500
Total $231,425
CHANNEL COST
PR $2,000
Email Marketing $1,500.
Facebook $5,000
Paid Search/Display $10,000
SUBTOTAL $18,500

67. 1 Year Plan Budget
Full (1 year)
Talent $448,000
Technology $155,000
Maintenance $27,200
Media $345,215
Total $975,415
CHANNEL COST
Print Advertising $159,565
In Store Promo $20,000
PR $110,000
Email Marketing $10,000
Digital Advertising $5,650
Facebook $15,000
Paid Search/Display $25,000
SUBTOTAL $345,215

68. ROMI
Justifying the Plan & Budget with
forecasted results

69. The Funnel
Universe Assumptions
Low Mid High Low Mid High
Total Target Market 45,291,000 45,291,000 45,291,000
Total Social Market 33,062,430 33,062,430 33,062,430 73% 73% 73%
Landing Page 66,125 165,312 231,437 0.2% 0.5% 0.7%
Registration Acceptance 16,531 49,594 81,003 25% 30% 35%
Website/Mobile Use 6,612 24,797 48,602 40% 50% 60%
Product Inquiry 3,306 13,638 29,161 50% 55% 60%

70. The Funnel
Universe Assumptions Value
Low Mid High Low Mid High
First Purchase 1,984 8,865 20,413 60% 65% 70% $89,269 $398,919 $918,573
Best Customer 198 1,152 3,062 10% 13% 15% $198,375 $1,152,432 $3,061,912
Total Value $287,643 $1,551,351 $3,980,485

71. Break-Even Analysis
Budget (Full) $975,415.00
Budget (Pilot) $231,425.00
Avg Purchase $45.00
Avg Annual Purchase $1,000.00
Avg Purch + 10% of Annual $145.00
# of Subscribers % of Total Market Notes
B/E Point (Test) 5,143 0.011% Only make first purchase
B/E Point (Test) 1,596 0.004% First purchase + 10% become annual
avg purchaser
B/E Point (Full) 21,565 0.048% Only make first purchase
B/E Point (Full) 6,693 0.015% First purchase + 10% become annual
avg purchaser

72. SUMMARY

73. Summary
•Target the high value Acne Affected market.
•Build the Life In Your Skin community powered by Alpha Hydrox.
•Test different messaging across different channels to find the optimal combinations.
•Generate buzz around the community site and Alpha Hydrox leading up to launch
•Carry out the launch of Life In Your Skin with a viral kickoff.
•Obtain information for a database from the registration information exchange.
•Keep the community engaged well beyond their registration to the Life In Your Skin site.
•Enjoy the Return on Marketing Investment.

74. Thank You!

75. Alpha Hydrox
Appendix

76. TARGET MARKET

77. Trigger Market Chosen
Accepting
Age

78. Market
Size and Value

79. Market Chosen:
Accepting Age
Total Market
Size
63,601,000
On Social
41,340,650

80. Anti-Aging Market Outlook
$191.7 Billion in 2019
7.8% CAGR (2013 to 2019)
$122.3 Billion in 2013
Source: http://www.prweb.com/releases/2011/11/prweb8937404.htm

81. COMPETITIVE
ANALYSIS
Identifying & defining the
competition

82. Competitive Analysis
The
Competition

83. Competitive Analysis
S
•Effective-level AHA ingredients
•Affordable, good value
•Anti-aging benefits
•Alpha Hydrox brand “evangelists”
•Strong WOM
W
•Misconceptions about the product
type (i.e. treatment v. cleanser)
•Misconceptions about AHAs (i.e. “too
harsh”)
•Limited retail/distribution channels
•Limited social presence
•Lower brand recognition
O
•Leverage “evangelists”
•Make use of WOM to increase social
visibility
•Educate to curb misconceptions about
AHAs
•The product works very effectively which
can be used to Alpha Hydrox’s
advantage
T
•Low brand recognition will keep leading
to low sales if not improved
•Limited distro can lead to low sales
•Strong WOM but limited social presence
can drive consumers away
•The competition is much more high profile

84. Competitive Analysis
S
•Moisturizing, anti-aging benefits
•Brand longevity
•Big product safety focus
•Current twins study promotion keeping
brand visible
W
•Dated brand image
•“Cold cream” connotation
O
•Can use product safety focus on
future campaigns to emphasize
corporate responsibility
•Longevity of brand / large product line
can nurture consumer from product to
product for a lifetime relationship
T
•Consumers may not make the
connection between Olay and
anti-aging or acne
•“Older” image may drive away
younger consumers and millennials

85. Competitive Analysis
S
•Expert (#1 dermatologist recommended)
approval
•Known acne treatment products
•Strong retail presence
•High brand awareness/familiarity
•Popular Scandal TV show actress Kerry
Washington - new “creative consultant”
W
• Lower awareness of anti-
aging products
• Extensive choices among
product options can be
confusing for consume
O
• Continue to leverage the #1
dermatologist approval for clout
• Use other high profile public
figures in campaigns, especially
to raise awareness of anti-aging
products
T
• Anti-aging products may
suffer due to low awareness
• Too many options may
cause consumer to go with
a brand that is more
specialized in one area

86. Competitive Analysis
S
•#1World’s largest cosmetics company,
global presence
•Complete line of beauty care products
•“Because you’re worth it” high brand
recognition
•Commitment to research and
technology
•Current “It’s THAT Worth It” sunscreen
PSA
W
• Makeup and hair care
products may be more top of
mind for consumers versus
skincare offerings
• Expensive (many of the anti-
aging products are over $20)
O
•High R&D budget can lead to new
or high tech product discoveries,
which may be first to market
•High brand recognition can lead
to ease in entering new markets or
launching new products
T
•Skin care products may suffer since
consumers associate brand more
with makeup
•Expensive cost may cause
consumer to go with other similar
offerings at lower price tags, or
even bargain brands

87. What is the conversation around
Alpha Hydrox?

88. What is the conversation around
the competition?

89. What is the conversation around
the competition?

90. SOCIAL EKG
Understanding the social
community

91. What is the conversation around the
brand?

92. Influencer Analysis
Top Bloggers
Social Mention AllTop
· Pam, Pammy Blogs
Beauty Blog
·Lianne Farbes, The
Makeup Girl
·Jackie, Aging Backwards

93. Influencer Analysis
Top Tweeters

94. THINK SOCIAL
Empowering the community

95. Problem Faced by the Community
In a culture obsessed
with youth and
beauty, women strive
to embrace aging
gracefully and not let
the process rattle their
self-esteem while still
doing what they can
to look and feel their
personal best.

96. Problem Faced by the Community
● Women face daily messages
online, in magazines, and on TV
that they must maintain a
youthful appearance.
● Women feel pressure to reverse
the aging process as much as
possible and are often held to
unrealistic and unattainable
standards.
● This impacts how women feel
about themselves and can
lower their confidence.
● A recurring theme in many of
these messages is sole emphasis
on the external and physical.

97. Empowering Concept –
“My Beautiful Moments”
A focus on living life
well in general and
getting through life’s
challenges with grace
cultivates inner beauty,
showing up as
radiance on a
woman’s face and
enhancing her physical
beauty and skin in the
process, no matter her
age.

98. PLAN SOCIAL
Developing an
empowering community

99. The Accepting Age Community Site
• We will create a private
virtual community for
women facing the aging
process to celebrate
“Beautiful Moments” and to
discuss which products and
treatments result in great
skin, making them look and
feel their personal best.
• The site will focus on the
positive aspects of aging,
instead of approaching the
process with fear or dread.

100. The Accepting Age Community Site
• A key component of the site will
be the “My Beautiful Moments”
feature, where community
members will be encouraged to
share stories (either through video
or written postings) of when they
felt their most beautiful, especially
moments that don’t necessarily
equate with a perfect outward
appearance.
• Examples might be right after
giving birth, crossing the finish line
of a marathon, working in the
garden, or getting a clean bill of
health after a long illness.
Members will also be encouraged
to recruit others to the site to
submit their moments.

101. The Accepting Age Community Site
• Through gamification, community
members will vote for their favorite
“beautiful moments” stories. They can
also submit before and after photos of
the results on their skin from using their
favorite products.
• A discussion forum on the site will be
devoted to spreading the word and
increasing the exposure of
organizations that empower young girls
and women.
• One example is the Step Up Women’s
Network in Chicago, whose mission is to
“empower teen girls from under-
resourced communities to be
confident, college-bound, and career-
ready, and propel professional women
through connections, collaborations,
and continuous development.”
(www.suwn.org)

102. Launch Webinar with Dr. Oz
• Dr. Oz is a strong advocate for the
effectiveness of AHAs and lends
expert credibility and celebrity
profile
• Launch community site with Dr. Oz
webinar and live Twitter Q&A to
discuss skincare and well-being
• First winner selected by Dr. Oz of
“My Beautiful Moments” contest;
subsequent monthly winners will
be voted on by the members of
the community site
• Donation by Alpha Hydrox to
charity of each winner’s choice
that focuses on empowering
young girls and women and
Alpha Hydrox product prize given
to winner

103. Community Site Details
The following elements will ensure our community is engaging over time:
• Gamification
o Points/Rewards system for activity on the site (sign on, posting a blog, uploading
a photo), potential rewards could be Alpha Hydrox or other health and wellness
products, or featured user profile.
o Beautiful Moments Contest – voting by the community on favorites
o Before/after Photo Uploads - showing great skin resulting from great products
• Treatments/Recommendations via Videos, Webinars, and Blogs
o The site will provide customized recommendations based on specific skin care
needs
o Ongoing webinars, videos and blog posts from guest experts on skin care
• Forums
o Discussion of favorite products/treatments
o Sharing and promotion of organizations that empower girls and women and
increase their confidence
• Skin Care FAQs
o This section will include content that dispels current myths about AHAs

104. Community Site Components
The following components are needed to make this Empowering Concept work:
• Website for Private Virtual Community
• Registration Page
• Personal Profile
• Discussion Forums
• FAQ Section
• Blog Section
• Before and After - Ability for users to upload and track multiple photos
• Beautiful Moments Contest - Ability for users to upload photos and vote on them
• Gamification Element - Measurement and stat tracking for rewards/points structure
• Site Moderators to police the site for improper use
• Expert Bloggers / Influencers to host Webinars, write blogs, and guide conversations
• Mobile App Integrations

105. GO SOCIAL
Developing an
empowering community

106. GOING VIRAL
Long Tail
Medium
Tail
Short Tail

107. THE LONG TAIL
•Press releases
•Sent to health and wellness and women’s interest titles
•Sent to influential bloggers – Pammy Blogs Beauty, Lianne
Farbes, Rae of the RAEviewer
•Print Campaign
•1/3 page ads in women’s interest titles that focus on overall
well-being, health and beauty
•Self and O Magazine
•Influencers - will be involved in teaser campaign, will serve as
speakers for a monthly webinar, writers for a monthly blog
post, and promoters of monthly “My Beautiful Moments”
contest where community members submit stories via written
posts and videos of when they felt their most beautiful
•Bloggers – as listed above
•Celebrities – Dr. Oz for launch webinar and live Twitter Q&A
•Point of Sale
•In-store promotions at Ulta Stores with photo booth,
demonstrations with Alpha Hydrox brand evangelists, and
product giveaways
LongTail

108. THE MEDIUM TAIL
•Banner Ads
•On Alpha Hydrox website
•On Prevention.com, Realage.com,
Cosmopolitan.com
•Facebook Ads
•Facebook Promoted Posts
•Promoted Tweets
MediumTail

109. THE SHORT TAIL
•Facebook – communications to existing fans,
promotion of monthly webinars, promotion of monthly
“My Beautiful Moments” contest
•Twitter – leveraging on existing Alpha Hydrox customer
base, the followers of collaborating influencers, and
promotion of monthly webinars and contest
•Influential bloggers – to act as ambassadors and
contributors to community site by linking to their own
exclusive content, writing a monthly blog post, serving
as webinar speakers, promoting the “My Beautiful
Moments” contest, and increasing awareness of
women’s organizations and charities gaining
exposure and traction through the community site
•E-mail Blasts – for launch and monthly webinars,
contest and in-store events, and monthly newsletter
•Alpha Hydrox website – divert traffic to community
site
SHORTTAIL

110. TEST PLAN
Emails
A small subset of the total
database will be used to test a
variety of subject lines/message
content, aimed to measure the
communication that drives the
highest retention rate
Banner Ads
Leveraging on the Alpha Hydrox
existing website, tests to be
carried out to measure
communications that drive the
highest click through rates
Twitter
using Alpha Hydrox current
handle to test message
strategies and measure click
through rates
Facebook Ads & Posts
targeted ads and posts will be
used to test a variety of calls to
action to measure rates of click
through
Prior to launching in October message testing will be carried out
in the following channels:

111. SUMMARY TIMELINE
JULY
•Press releases to health and wellness and women’s interest magazines
•Contact with bloggers
AUGUST
•Print ad creation
•Launch event/webinar, monthly newsletter, contest e-mail testing
•Facebook, Twitter and banner ad testing
SEPTEMBER
•Print Campaign Live
•Digital campaign live
•Blogger Posting
•Point of sale and in-store promotions campaign
•E-mail campaign – registration and webinar invitation, call for “My Beautiful Moments” contest submissions
OCTOBER
•Launch site with Dr. Oz webinar and live Twitter Q&A
•First winner selected by Dr. Oz of “My Beautiful Moments” contest; subsequent monthly winners will be voted on
by the members of the community site
•Donation by Alpha Hydrox to charity of each winner’s choice that focuses on empowering young girls and
women and Alpha Hydrox product prize given to winner

112. SUMMAY MEDIA PLAN

113. THE BUDGET
Pilot and Full Launch Breakdown

114. Pilot Budget
Pilot (3 months)
Talent/Staff $81,125
Technology $125,000
Maintenance $6,800
Media $176,000
Total $388,925
CHANNEL COST
Print $170,000
Banner Ads $3,000
Social Media $3,000
Email Marketing (Included in cost of
staff and database)
SUBTOTAL $176,000

115. 1 Year Plan Budget
Full (1 year)
Talent/Staff $448,000
Technology $155,000
Maintenance $27,200
Media $735,000
Total $1,365,200
CHANNEL COST
Print $340,000
In Store Promo $25,000
Webinar $250,000
Contest $60,000
Blogger Collab $5,000
Banners $30,000
Social $25,000
SUBTOTAL $735,000

116. ROMI
Justifying the Plan & Budget with
forecasted results

117. The Funnel
Universe Assumptions
Low Mid High Low Mid High
Total Target Market 63,601,000 63,601,000 63,601,000
Total Social Market 4,643,530 4,643,530 4,643,530 73% 73% 73%
Landing Page 9,287 23,217 32,504 0.2% 0.5% 0.7%
Registration Acceptance 2,321 6,965 11,376 25% 30% 35%
Website/Mobile Use 928 3,482 6,825 40% 50% 60%
Product Inquiry 466 1,915 4,095 50% 55% 60%

118. The Funnel
Universe Assumptions Value
Low Mid High Low Mid High
First Purchase 1,984 8,865 20,413 60% 65% 70% $89,269 $398,919 $918,573
Best Customer 198 1,152 3,062 10% 13% 15% $198,375 $1,152,432 $3,061,912
Total Value $287,643 $1,551,351 $3,980,485

119. Break-Even Analysis
Budget (Full) $970,415.00
Budget (Pilot) $231,425.00
Avg Purchase $45.00
Avg Annual Purchase $1,000.00
Avg Purch + 10% of Annual $145.00
# of Subscribers % of Total Market Notes
B/E Point (Test) 5,143 0.011% Only make first purchase
B/E Point (Test) 1,596 0.004% First purchase + 10% become annual
avg purchaser
B/E Point (Full) 21,565 0.048% Only make first purchase
B/E Point (Full) 6,693 0.015% First purchase + 10% become annual
avg purchaser

120. SUMMARY

121. Summary
•Target the high value Accepting Age market.
•Build the Beautiful Moments community powered by Alpha Hydrox.
•Generate buzz around the community site leading up to launch and Alpha Hydrox.
•Carry out the launch of Beautiful Moments with a viral kickoff, including a webinar with Dr. Oz and
“My Beautiful Moments” contest.
•Obtain information for a database from the registration information exchange.
•Keep the community engaged well beyond their registration to the Beautiful Moments site with
voting in the monthly contest, donations made to charities empowering young girls and women,
and product giveaways.
•Enjoy the Return on Marketing Investment.