Mary Kay is launching a marketing campaign called MKart that involves traveling to college campuses in 10 trucks to promote the brand and increase sales among female students aged 18-25. The goals are to increase product purchases by 20%, brand awareness by 10%, and recruit new independent beauty consultants in that age group by 10%. Two thirds of the budget will go towards designing and manufacturing the trucks, with the rest funding insurance, free samples and gifts, and staff salaries. The campaign will be evaluated based on sales, social media followers, and new consultants signed up.

1. Every woman’s favorite brand

2. Situational Analysis
• $3.5 billion in wholesales
• Holding firmly against competitors
• Opportunity – generation
- Marykay at play color products
- botanical effects
- Clearproof Acne

3. Message

4. MKart
• 10 Trucks
• Travel nationwide to
midsized colleges
• FREE STUFF
• Makeovers
• Samples
• Giveaways
• Facebook event & #MKart2015

5. Audience

6. Audience
• Primary: Female College
students
• Secondary: College Faculty &
Staff
• Media Audience: Social Media

7. Goals

8. Goal 1
Increase product purchases among female
consumers ages 18-25 by 20% above
baseline

9. Goal 2
Increase brand awareness among female
consumers ages 18-25 by 10% above
baseline

10. Goal 3
Increase number of new IBCs ages 18-25 by
10% above baseline

11. Evaluation

12. Evaluation
• Goal 1 – sales of MKart IBCS &
online sales
• Goal 2 – increase in Twitter &
Facebook followings
• Goal 3 – hires due to info card
handouts

13. Calendar
& Budget

14. Calendar

15. Budget
65% - Truck design & manufacturing
10% - Auto insurance & gas
10% - Giveaways & cosmetics for makeovers
10% - IBC & driver salary, housing & food

16. Every woman’s favorite brand