This document provides a marketing proposal for Mary Kay Cosmetics. It includes research on the target demographic of 18-25 year old women and identifies opportunities to increase consideration and market share among this group. A creative strategy is proposed that focuses on playful, eye-catching executions across various media channels, including social media, print, mobile and video. The goal is to change the perception that Mary Kay is only for older women and position it as a brand that empowers self-expression for the target demographic.

2. CONTENTS
TABLE
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12
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25
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6
EXECUTIVE SUMMARY
THE CHALLENGE
CREATIVE STRATEGY
MEDIA
WHY SOCIAL MEDIA?
THE CLIENT
SWOT ANALYSIS
IBC SOCIAL MEDIA
OBJECTIVES
TARGET DEMOGRAPHIC SUMMARY
COMPETITIVE ANALYSIS
MOBILE APP
PARTNERSHIPS
SOCIAL RESPONSIBILITY
ONLINE
SOCIAL MEDIA
RESEARCH
CONSUMER BUYING BEHAVIORS
PROMOTIONS
PROMOTIONS BREAKDOWN
MEDIA PLAN
BUDGET BREAKDOWN
METRICS
FINDINGS AND INSIGHTS
PSYCHOGRAPHICS
2-7 RESEARCH
7-18 CREATIVE
16-23 MEDIA
1

3. Mary Kay Cosmetics, a leader in the cosmetics and direct selling industry, understood there is a growing number of 18-25 year old women who do not have a positive perception of the brand.
Here at Dwight Bentel & Hall Communications, we looked at this challenge from various angles. Through our research, we developed and implemented a highly effective and relevant strategy within our constraints. The strategy combines exciting, eye-catching executions with innovative promotions and advertising which has the ability to run well after February 2016.
Our unique approach to this challenge has allowed DB&HC to create and execute a wide variety of promotional, social media, traditional and non-traditional tactics. This approach will allow Mary Kay to increase product consideration, increase IBC involvement without excluding existing ones, as well as increase Gen Y market share.
2
EXECUTIVE SUMMARY
THE CHALLENGE
Develop a $10 million proposal for a national campaign to increase market share among the core segment of 18-25 female consumers, cultivate positive brand identity in the beauty market, build consideration for Mary Kay products, and allow current IBC’s to leverage the campaign to reach out to potential customers to sell products and recruit new IBC’s.

4. 3
THE CLIENT
SWOT ANALYSIS
STRENGTH
WEAKNESS
OPPORTUNITIES
THREATS
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Trusted and quality products
Department stores shopping
The products does not suit Gen Y needs
Accessing 18-25 demographic and building a new following
Customer is able to try product before buying
Convenience
The reputation that it is for the 40+ demographic
Allows target demographic to become entrepreneurs
Loyal brand following
Other direct selling beauty companies
It is Inaccessible
Increase beauty and skincare footprint while changing Mary Kay Brand Image
Strong corporate value
Very few Gen Y’s have purchased Mary Kay
Personal shopping experience
Mary Kay focuses on a few key values that are promoted throughout the company, which are integrity, honesty, and an unwavering belief in the golden rule. The company’s goal is to help women live the life of their dreams. Mary Kay does this by creating products that women can trust and it helps them become a company women can believe in. Mary Kay satisfies women’s wants and needs by listening to them. By connecting with women, Mary Kay is able to understand what is important to them and consistently deliver products that delight and satisfy their wants and needs. Mary Kay’s number one focus is consumer safety. They create every product based on a scientific fact, not opinion. Mary Kay strives on customer satisfaction and is committed to making women feel 100% confident in their Mary Kay purchases.

5. 4
OBJECTIVES
TARGET AUDIENCE
SUMMARY
Increase Awareness among female consumers ages 18-25 using coreline products, Mary Kay at Play, Botanical Line and Clear Proof System
Increase positive perception among female consumers 18-25
Increase consideration for product purchase and for the Mary Kay business opportunity among female consumers ages 18-25
Campaign will run from February 2015 to February 2016
The task of integrating Mary Kay’s new and core line products may seem like a challenge, but through research and much observation, the objectives to expand the company’s footprint with women 18-25 years old is an achievable task. We are aiming for the expressive young woman that has the enthusiasm to try new things and travel the unbeaten path. Though our target isn’t influenced by what’s on TV, the use of social media platforms such as Instagram and Twitter allows them to stand out physically and digitally while gaining exposure of trendsetters and online power houses. These approval seeking tendencies fuel the target audience to make informed purchases inspired by friends and as well as online reviews, but this has no effect on the natural impulse purchases that allow these girls to make their own statement.
COMPETITIVE ANALYSIS
Due to the various types of segmentation in the beauty industry, the principle rivals include direct-sellers, on-line merchandisers as well as brick and mortar stores. These competitors include AVON, Covergirl, Urban Decay, MAC and Neutrogena. These competitors offer an array of beauty products in skin care, color and fragrance. Other than AVON, they offer user convenience and hold strong shares of the market.

6. 5
RESEARCH
CONSUMER BUYING HABITS
From our surveys, focus groups and various other research we have concluded that our campaign is the most effective plan Mary Kay can implement to reach Gen Y.
418
187
2
32
WOMEN SURVEYED
FOCUS GROUPS
STATES
PARTICIPATED
STATED A IBC WOULD HELP BUYING PROCESS
20%
19%
35%
Believe it’s for older people
Believe Mary Kay is a
good product
Think it’s not suitable for
their needs
When completely
out
Retail stores
Online reviews
are important
Friends opinions
are important
Department
stores
Online
Personal
Representative
On impulse
Overstock
When does Gen Y buy makeup?
Why do they wear makeup?
Brands Used
Employment:
73% are employed
27% are unemployed
Of the 27%, 65% are looking
for employment
80% to feel good or confident
8% for work
8% to feel natural
7% to look mature
32% have used Covergirl
26% have used L’Oreal
22% have used Avon
9% have used Mary Kay
Where do they buy from?
Buying process
When in store
When it’s half gone
54%
54%
74%
88%
30%
4%
1%
17%
13%
8%
7%

7. 6
FINDINGS AND INSIGHTS
PSYCHOGRAPHICS
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Has a desire to take risks
Career oriented
Expressive in their views
Spontaneous and head strong
Want to exceed at everything
Try the unbeaten path
Gen Y believes they are sophisticated
Wants to be the first to try new products
Persuasive and wants to be accepted
Desire to stand out in a crowd
She loves to give her opinions to her friends
Adventurous to try new things
She is concerned about what others think of her
VIEW IN GENERAL
VIEW OF SELF
VIEW SOCIALLY
Through our focus groups, surveys and research we have created a thorough campaign that will help increase Mary Kay’s market share in the beauty market as well as attract new IBC’s. Our research has shown that the target audience has the desire to stand out in a crowd and try new things. They are career oriented and their friends opinions about personal appearence and purchase decisions are of value. This target audience wears makeup to feel good and confident about themselves. When it comes to buying makeup, they want to try something new because they like to take risks. Instead of traditional media, the target audience utilizes online media such as social media and fashion websites to gather information. While majority buy from department and retail stores, Mary Kay has an opportunity enter the personal shopper market since 187 people surveyed stated they would like the experience of a personal representative. This information allowed us to create a campaign that targets the outgoing, adventurous and empowered 18-25 demographic.

8. 7
CREATIVE STRATEGY
CREATIVE STRATEGY
EXECUTION
IBC PRINT ADS
To stand out in a crowded market, creativity needs to be direct and focused. Creative needs to reach the consumer, steal their attention, and keep them interested in the product. According to our research, Mary Kay is not a top-of-mind to the target demographic of 18-25 year old women. To change this, we created a campaign focused on playful action, uncomplicated structure, and pure elegance.
The “Be a Statement” campaign focuses on using white space in advertisements to its advantage to showcase Mary Kay product lines. Our playful models were selected specifically to represent our target audience, so our readers are able to make a connection to our ads. We used subtle action and form fitting type to allow each product to stand on its own, without overwhelming the viewer. Each ad has its own identity, and each outlet has a focus on an individual product line rather than one product itself. To do so, it requires educating the consumer about how much more Mary Kay truly is, and enforcing the fact that Mary Kay is not your mother’s makeup line.
We created an advertisement with a focus on selling the potential of Mary Kay as an employer, while also being your own boss. With the addition of a partnership with MasterCard, we are selling the idea that you don’t necessarily need to be already financially independent to become an IBC.
Be a StatementImagine being your own boss, setting your own flexible hours and selling great beauty products all while making amazing connections, earning good money, and having fun. By becoming a Mary Kay Representative today you can stop imagining and start experiencing. Now offering a Mary Kay MasterCard to help jumpstart this exciting career. Offering the stability and freedom you need to succeed. The decision is yours, the opportunity is waiting, become an IBC today and Be A Statement with Mary Kay. 0000 0000 0000 000001/01/2001/14Mary KayExpiration dateValid fromBy becoming a Mary Kay representative today, tomorrow you could be your own boss, set your own flexible hours, sell great cosmetic products, make amazing connections, earn good money, and have fun. It’s an opportunity that makes today, tomorrow, and the future that much more exciting to look forward to. By becoming a Mary Kay Representative today you can stop imagining and start experiencing. Now offering a Mary Kay MasterCard to help jumpstart this exciting career. Offering the stability and freedom you need to succeed. The decision is yours, the opportunity is waiting, become an IBC today and Be A Statement with Mary Kay. CHARM Makeup to many companies is just seen as a product or a tool. It isn’t valued or referred to in any other way, however Mary Kay believes that makeup should be much more then this. It is an opportunity for women to express themselves, an experience to showcase their beauty, and a reminder to be proud of the woman they are. By offering the prettiest pallets of eye shadow, the loveliest lip colors, and the perfect mascaras, Mary Kay promises to value its makeup as much as it does the women who wear it. Get the makeup that offers you more then just a product or a tool but a promise. Sign up today with Mary Kay Rewards Card and Be A Statement. Be a Statement Mary Kay

9. 8
We designed an ad focusing on each product line individually. With Mary Kay @Play, we used a model that is jumping and appears to be enjoying her life. Bold colors enhance the visual of the products on display and enhance the visual of how the reader can become a statement. The @Play product line already has a playful tone, and we wanted to emphasize that in our ads.
Because the demographic for Mary Kay ClearProof Acne Systems would be younger, we used a model representing a student. We used fun, happy colors drawing from small details in the product. There is space around each product, so they can stand-alone and the viewer is able to see each product individually for what it is.
Be a StatementThe decision to wear makeup is a choice. The way you put it on is preference. But, the way you look with it on, now that’s a statement. Make yours today with Mary Kay’s @Play line offering a stylish variety of makeup, that is all about expressing who you are, feeling confident, and looking beautiful. From our luscious, long lasting lip crayons, to our vibrant Baked Eye Trios and smooth Jelly Lip Gloss, we have the look you want to personalize your statement. Live, Share, and Love. Be a StatementEvery woman is an example of what beauty can look like and what confidence can feel like. It’s all about embracing the woman you are and being proud to be a statement. So, make yours today with Mary Kay’s Botanical Skin Care Line. Offering an array of specially formulated products for oily, dry, and regular skin types, to ensure your skin will look and feel radiant. With our Purifying Cleanser, Revitalizing Mask, Light Freshener, and our Balancing Hydrate, Mary Kay is sure your statement will showcase your beauty, your confidence, and your pride. Be a StatementBeing beautiful and feeling beautiful are two very different things. But, with confidence and a positive self-esteem, any woman can look and feel beautiful. It’s all about having the confidence to make a statement. And what’s better than having the support and reliability of Mary Kay’s Clear Proof Acne System? Offering an assortment of clinically proven and safe to use products will ensure you will feel nothing less than beautiful and confident. With our Clarifying Cleansing Gel, Blemish Control Toner, Acne Treatment Gel, and Oil-Free Moisturizer you can be proud of the statement you are.
For the Botanical Effects product line, we used a model with flawless skin. Hints of green color pop off the page to compliment the subtle green pattern from the product’s packaging. Our ad focuses on letting the reader know they can be a statement in the skin they have, rather than needing to fix imperfections they have.
SOCIAL MEDIA ADS
Tumblr is a visual website, so focusing on an image is important. The ideas expressed need to be communicated quickly so that it can be easily understood. For Tumblr, we wanted to use .gifs, which are frames of animation compiled in a way that the overall image moves. For example for this specific ad, the Mary Kay products rotate around to form a sun while also selling a Mary Kay Product. Creating fun images that catches our target audiences’ eye will generate traffic to the Mary Kay Website and increase brand awareness.
CONSUMER PRINT ADS

10. 9
PANDORA AND SPOTIFY ADS
YAHOO SHINE AND AOL ON STYLE ADS
For Pandora and Spotify IBC ads we wanted to take advantage of voiceover. Our IBC script says that by being a statement carries publicity and recognition. It carries respect and that by being an IBC for Mary Kay is about being independent and passionate about what you do, which is a statement. By being a statement, it causes the friends that are talking in the voiceover to want to know more and how they can be a statement with Mary Kay too.
For these web ads we wanted to interact with our target audience. They are clean and designed in a way that’s easy to read but gets the message across. These ads focus on Mary Kay products as well as our new sample box promotion. By having users click on different makeup/skincare items, it reveals different makeup looks the user can achieve with that given product. This gives the idea that the users can experiment with the items in the sample box and use them to create their own statements with the product.

11. YOUTUBE AND HULU ADS
Utilizing the powers of mobile technology, our featured IBC blasts a group text to her 3 close friends to remind them about Makeovers that she’ll provide!
Gladis, our featured IBC, applies a gleaming gloss to Jane’s lips and clearly displays the At-Play logo for viewers to see.
Gladis and her three friends walk through campus displaying their exceptional makeovers proudly accomplished with the Mary Kay Cosmetics while they also tote around the purchases just made from Gladis!
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12. 11
MOBILE APP
By overhauling the Mary Kay phone application, we provided a platform where IBCs and Mary Kay customers can communicate with each other through a clean and simple layout. Through this app, consultants can use this as their communication hub, messaging directly to their clients, checking their accounts, and having the option of posting messages to their social media channels through the application. Clients can use the application to order products, message their IBC directly and track recent purchases. We've kept the catalog and made it more accessible for not only IBCs but customers as well. Adding the “My Mary Kay” section to the application gives users a way to upload photos of their outfits. The Mary Kay app then suggests what Mary Kay products that will go well with the outfit. Afterwards, the user can then share the look on social media and with others to generate a community.
Users type in their login information
From their profile page, the IBC can access the Mary Kay website, their client contacts, and account information
Users can also access the Mary Kay website, check their account and directly shop through the app
Users click the photo button at the bottom to begin
From there users can view their profiles, go to the Mary Kay catalog or access My Mary Kay
The IBC can also directly message their clients through the app
Users can check their recent buys in order to track their purchases
Users takes a photo of themselves and can either retake the photo or move on from there
Depending on whether they’re an IBC or customer, a different profile screen will show
The IBC can also post images, sales and updates to their own social media accounts through the app
They can get into contact with a new IBC close to them or contact the IBC they’re already in contact with
My Mary Kay then suggests different Mary Kay products that would go with the given outfit that has been photographed
Users can also access their past My Mary Kay looks
Users can get a new look or new product suggestion by clicking more or they can then share the look over their social media accounts
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MY MARY KAY

13. PARTNERSHIPS
SOCIAL RESPONSIBILITY
MASTERCARD
UNIVERSITIES
STUDENT
UNIVERSE
12
In a groundbreaking partnership with the credit card company MasterCard, Mary Kay will be able to expand it brand image while giving customers a great value through cash back rewards as well as financial independence. Currently, MasterCard is the second largest credit card company; this allows room for growth and access to the hard to reach 18-25 demographic. MasterCard will allow women to discover more about how to become a statement through being independent.
Student Universe is a travel booking website which has local and international deals for students. From our research, the target demographic is someone who is on the go and likes to go down the unbeaten path. Student Universe gives women this experience through offering them new ways to adventure out into the world. The Mary Kay travel bag is the perfect accessory for these young adventurers.
We will be teaming up with different universities so that we can post Mary Kay IBC Fliers throughout college campuses. The fliers will be a way to entice perspective Mary Kay Clients or IBC’s. They will be placed in bulletin boards through the campuses. Cost to Mary Kay: $10,000
Battered Women’s Shelters: First and foremost, Mary Kay helps empower women regardless of their ethnic background, age and socio-economic status. Mary Kay will team up with local women’s shelters to let them know they are not alone and they have a shoulder to lean on. Mary Kay will also be able to hand women a new lease on life by giving them Mary Kay Make Up samples.
While Mary Kay has community programs with Seventeen and Cosmopolitan Magazine as well as blogger outreach, PR outreach with beauty editors, there are other ways that Mary Kay can reach out to the Gen Y demographic. These breakthrough partnerships allow for Mary Kay to have a stronger brand identity through working with new partners
0000 0000 0000 000001/01/2001/14Mary KayExpiration dateValid from

14. 13
PROMOTIONS
SAMPLE BOX
DORM PARTIES FOR COLLEGE
The sample box is an excellent way to promote new products in a small and cost-effective way. The sample box will be sent to a prospective customer for their first purchase if they are unable to meet with an IBC. For convenience, the customer can place an order through the Mary Kay website. After the customer buys their first sample box, they will only be able to buy more sample boxes through an IBC. The customer can only buy 12 samples boxes. Going through an IBC eliminates the risk of customers creating multiple accounts. This also allows customers to buy more products if they like the items in the box. The Promotion will be a yearlong so that the customer can buy a Sample Box every month or a new look for each season. The customer will receive the sample box through USPS flat rate shipping. The customer will pay $20 a month for the products. The sample boxes will include new products in each box which the customers can pick per month. The colors of the product will change each season so that customers can try on new looks.
3,000 boxes 1 year
NONE
$75 (Varies with products)
NONE
$20
$0-$20
$150,000
Expected Demand:
Cost to Mary Kay:
Cost to Mary Kay:
Cost to Consumer
Cost to Consumer:
Cost to IBC:
Total Cost:
Dorm Parties are an excellent way to promote Mary Kay on college campuses across the nation. This will attract the younger audiences that live in college dorms. The 18-25 college women will be able to try on new types of make-up while meeting friends and making a connection that will last a lifetime. These friendships can turn into job opportunities and more IBCs. We will start to implement this program in major colleges across the country through already existing IBC’s. We will start at State Universities due to the demographic having a higher percentage of college students who need a job and are self-employed. The dorm parties will be free of charge for prospective customers and the IBC because universities will rent out spaces for job opportunities. The promotion will run during the end of summer and end of winter. We are moving forward with these dates because these are the times Semester and Quarter system schools are back for the school year.

15. CHARM CARD
BEAUTY GURU PROMOTION
14
The Charm Card is a new way Mary Kay can keep attracting new customers through rewards after spending a certain amount of money on beauty and skin care products. In order to receive the Charm Card, you will need to sign up with an IBC through the Mary Kay website. We will implement these reward cards at universities, local community events that empower women, social media and the Mary Kay Website. The Charm Card works in a very charming way: After the customer spends more than $150, the customer will receive $15 off of any product. Having this rewards programs lets Mary Kay understand a customers buying patterns as well as their frequency of buying products. This can lower inventory costs for the IBC’s and increase revenue.
In today’s emerging Internet connected society, there has been an influx of Beauty Gurus. Beauty Gurus are individuals who try on make-up on YouTube and in blogs to demonstrate how the either put the make-up, how it will look and how it feels. Instead of asking the beauty gurus to try on our products and review them, we can use existing IBC’s to fill in the role of a Beauty Guru. They will take to YouTube and blogs to showcase how the desired product works and how it feels on their skin. The IBC’s will be able to inform their viewers about Mary Kay and what being an IBC for Mary Kay can do for them. There will be in-house training for the IBC’s who are interested in becoming a Beauty Guru. This training will help them understand how to use a video to attract audiences and garner attention. The second part of the training will teach the IBC’s how to write a proper blog post so that the readers are hooked and connected with the IBC’s personal Brand.
“MY LOOK” SOCIAL MEDIA CONTEST
Over the past 5 years, there has been an exponential increase in the usage of social media. We believe through generating interest through Instagram as well as using special hashtags will allow Mary Kay to gain a better foothold in social media. Every 2 weeks (the contest will be held on a Thursday) for this yearlong promotion, women will post their “look” for that day or week including #MKContest. Their “look” means what they are wearing, how are they wearing it or what new colors they are wearing (this can be excluded to only make-up or clothes and makeup). During this promotion, the images will be selected at random. If the individual wants to become an IBC, they will have their start-up fee waived. CHARM
In-House Training: $20,000
5,600 customers apply
5,600 x $15 coupon
Total: $95,000
Cost to Mary Kay:
Cost:

16. 15
MARY KAY MASTERCARD
This is a landmark partnership with the MasterCard credit card company. This partnership is used to attract 18-
25 women to be more independent and live on their own. This Credit Card will be used to pay-off any start-up
fee that may arise when becoming an IBC (only for new IBC’s). Mastercard has a small percentage of the 18-
25 demographic. This partnership allows Mastercard to gain access to this market share as well as advertise
Mary Kay everywhere the card is used. We will partner with banks such as Wells Fargo and Chase , which will
give Mary Kay a wider range of the Gen Y market.. This promotion will cover the initial starting price, so only
new IBC’s can apply for it. This card will have a 0% APR for the first year so that the new IBCs can have the
time pay off their initial payment. To attract new IBC’s with the allure of the credit card, the users of the card will
receive 1% cash back on every day products, but will be able receive extra 3% cash back on products when it
is used for Mary Kay. This is a regular cash back card, in which the points received on the credit card can be
redeemed for cash back on their statements or select products through MasterCard.
STUDENT UNIVERSE
18-25 START-UP BOX
In a breakthrough way to reach women that want to go
down the unbeaten path, pairing with Student Universe
and STA Travel will allow Mary Kay to promote their brand
through women who want to travel, explore and be a
statement to their peers. When target demographic
signs up, they will be able to receive a $10 travel bag
from Mary Kay (if they choose). The bag will include
essentials: lipstick, mascara, make-up remover, eyeliner
and foundation. The promotion will include a small
Pink Mary Kay traveling bag which women can use for
weekend trips or long journeys. The travel bag allows
women to showcase their independence while being
statement with their curiosity adventurous endeavors.
This start-up box will go hand in hand when 18-25 year old
women want to become an IBC. This box is used to push
products that 18-25’s use the most. From our research,
these products include: Mascara, Foundation, Eyeliner, Eye
Shadow, Face Cleanser, Make-up Remover, Face Moisturizer
and Acne Cleanser. Our research indicated that the current
start-up boxes did not suit the target demographics needs;
with allowing new IBC’s to have a box that is targeted towards
18-25 year olds, it will give more incentive for the target
demographic to be invested in Mary Kay.
NONE
Cost to Mary Kay:
1234 567
If found, please return this card to any branch
AUTHORISED SIGNATURE - NOT VALID UNLESS SIGNED
0000 0000 0000 0000
01/14 01/01/20
Mary Kay
Valid from Expiration date
200 x $50 = $14,000
Cost to Consumer:
200 x $10 = $2,000
Cost to Mary Kay:
$12,000
Cost for Sample Bag:

17. 16
PROMOTIONS
FACEBOOK
TWITTER
INSTAGRAM
PINTEREST
TUMBLR
WEBSITE
SAMPLE
BOX
Post about sample box, image of boxes
Post about sample box, image of boxes
Images of boxes
Images of boxes, what’s in the box
Creative images of sample box products
General info about box, what’s in it, how to get it, how to purchase more, hashtag live feed
Create event page, post on wall, post on student’s walls, post on school’s facebook page, post on student organization pages, invite students to the event, share event on student’s wall
Tweeting event to local college students
Advertise and tag students in the photos
Upcoming college events, campus locations & dates, hashtag live feed
Photo of card, image of percentages off, birthday image of discount price
Talking about rewards with demographics involved with makeup
Image of discounted products, the amount of money you can save
Info on how to get the discounts, the amount of discounts, benefits, purchasing details, chart on discounted products, hashtag live feed
Credit card images, links from website, advertisements
Image of MK credit card, link to the website
Image of MK credit card, link to the website, hashtags
General information about promotion; how to use, how to purchase, where to purchase, benefits, hashtag live feed
Image/flier promoting contest, website link to description, image of selected winner
Image/flier promotion contest, website link to description, image of selected winner
Image/flier promoting contest, image of selected winner
General information about contest, hashtag live feed
Image of travel
bag, image of
what’s in the travel
bag, link to webpage/ description
Image of travel
bag, image of
what’s in the travel
bag, link to webpage/ description
Image of travel
bag, image of
what’s in the travel
bag
Promotional pin showing travel bag and its contents
General information on whats in the bag, how to get a bag, hashtag live feed
Post about Start- up box, post about becoming an IBC, image of products, benefits of becoming an IBC, link to website
Post about Start- up box, post about becoming an IBC, image of products, benefits of becoming an IBC, link to website
Image of Start-up box, post about becoming an IBC
Promotional pin showing Start-up box products
Creative images showing Start-up box products
Start-up box information, what’s in it, how to get it, how to become an IBC, hashtag live feed
DORM PARTIES
CHARM
CARD
CREDITCARDS
CONTEST TO
WAIVE FEE
TRAVEL BAG WITH STUDENT UNIVERSE
18-25 START- UP BOX
PROMOTIONS BREAKDOWN
CHARM 0000 0000 0000 000001/01/2001/14Mary KayExpiration dateValid from

18. 17
MEDIA
The theme of the Media plan maintains a consistent tone and message throughout the campaign which allows the target audience to be constantly exposed via traditional, electronic and social media.
Traditional media will be utilized to reach our target market. Mary Kay will have a pulsating presence in four popular beauty and fashion magazines as well as one fitness magazine; these magazines include People, Teen Vogue, Cosmo, Seventeen and Fitness. We are using the pulsing method because it allows the Mary Kay to have an advertisement in various magazines.
Social media is the most cost effective strategy to reach our target market. With over twenty million 18-25 year old females using social media, it allows Mary Kay to reach a wide variety of consumers. The customers will be able to connect all marketing collateral from print to online in a singular location. In addition to uploading original content onto social media, we will be having sponsored advertisements on different social media websites so that the target demographic can be exposed outside of Mary Kay
Our target demographic will be fully aware of how to “Be a Statement” with Mary Kay Products from the continual exposure of the campaigns marketing collateral. By the end of the 12 month campaign, Mary Kay will have a bigger footprint in the 18-25 demographic either through increased product sales or considerations in buying Mary Kay Products.
SOCIAL MEDIA
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Social media is extremley prominent in today’s society
Social media not only brands the company, but it directly connects with people in a fun way.
It’s the best way to directly connect with the demographic, because they spend countless hours using social media as entertainment creating, liking, and commenting on posts and pages.
It’s a way for our target audience to communicate and interact with the brand, ask questions and get answers.
Mary Kay already has 52k followers on Twitter, 1.5 million likes on Facebook, 37k likes on Pinterest, and 36k followers on Instagram.
Generates buzz and conversations
Contests
Advertise products and programs
Have users participate
Bring the information to audience
Overall, attracts more of our target audience to the company
WHY SOCIAL MEDIA?
WHAT DOES SOCIAL MEDIA
DO FOR MARY KAY?

19. IBC SOCIAL MEDIA
START-UP
Mary Kay as well as IBC’s should utilize social media to appeal to the target demographic. This is the key outlet due to the importance of social media to young women in today’s society. They are so drawn in to apps on their phones and devices that there is no better way than to connect and communicate. This is the easiest and most effective ways to convey messages to this target audience. Social media sites such as Facebook, Twitter, and Instagram are most popular. Simply posting content to these sites can reach anyone in the world. Its much more faster to tell a story to someone without having to be in person.
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Engagement is the key to gain trust from others.
These advocates will more than likely become IBC’s and help represent Mary Kay and influence others to purchase products and become an IBC as well.
When more people trust in Mary Kay and the products, they become an influence. They will post, like, and share content with their followers and friends.
This trust will also lead our audience to become advocates.
HOW IS IT EFFECTIVE?
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Social Media drives engagement, engagement drives loyalty, loyalty correlates directly to increased sales.
An advocate is a person who loves or believes in something so much that he or she tells anyone and everyone about it. They are influential and passionate, and they talk about the brands they care about even if no one is listening.
Ted Rubin
Michael Brito

20. 19
IBC SOCIAL MEDIA
START-UP
This site gives users the power to share and be more open and connected with people. This is where content is viewed, created, shared, liked, commented on, and read. It can be a used from an entertainment, communication, and business aspect. Friends are added, pages are liked, and peoples interests are posted for others to see. This is a place where you can tell a story about your life and business. All the information your audience needs is posted on your personal page.
New Facebook users will need to create their page by signing up with their email address and creating a password. After doing so, enter all necessary personal information in the “about” section. Once the basics are done, start sending out friend requests to people you know and liking pages that interest you. Post personal and business content for others to see on their news feed. Engage with others through the inbox, or on posts. Connect with others and start networking. Share interesting content from other pages and/or people.
This site gives users the power to share information and services with the world in a real time fashion. This is a great way to update the target audience and influence others. Relationships are built and image is portrayed. People, brands, and companies follow you and stay posted on the latest news you release and vice versa. To be fast and efficient here, tweets are limited to 140 characters to steer content to be more precise and quick for those to read.
New twitter users must sing up with an email and password. Create a personal bio about the page and its services, and link other accounts to the site. Put major website in the bio for easy access for customers. Customize the background and make the page more appealing. Post tweets about services or things that interest you, follow others, and tweet others to engage in conversations. Retweet and favorite anything you think is relevant to you and/or your followers.
This site/app is a fun and quirky way for users to share their life through a series of pictures. Snap a photo with your mobile phone and add a filter to transform the image into a memory to keep around forever. This site helps make the world more connected through photos, and now short videos.
New Instagram users must download the application on their mobile device. Sign up with your email address and create your password. After you create your user name, connect your sites to other accounts like Facebook, and Twitter, and search for your friends and other pages you are interested in. Then start taking and uploading interesting photos and use hashtags to allow people to be able to find your content. Explore other pages, “like” photos and comment on them to engage with others.
Pinterest is tools for users to collect, create, and organize things that are inspiring. It’s a great way to show people what interests you. Users can create pin boards with content that was personally created, or created by others. IBC’s can be an influence by just pinning other relevant content to their boards.
New Pinterest users must sign in with an email address, and create a password as well as a username. To get the full use of the site, follow users and boards that are inspiring, create and appropriately title multiple boards, start liking posts and re-pin them to your boards.
Tumblr is a place where users can follow blogs and share and post things that they love. It’s an easy site to customize and creatively design to make attractive to visitors. Users reblog and like anything relevant and inspiring to them.
New Tumblr users need to create their account using an email address and a password. Then users need to select a theme and start following other accounts and create, like, and reblog content.
HOW TO USE
HOW TO USE
HOW TO USE
HOW TO USE
HOW TO USE

21. CHARM CARD
#MKRewards
20
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Find out how to save money on #Mary Kay! #MKRewards (Website link to local IBCs)
Looking for discounts on beauty products? Visit (website) and find a Mary Kay IBC near you! (Image of discount card)
Looking for discounts on beauty products? Visit (website) and find a Mary Kay IBC near you! (Image of discount card)
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Find out what discounts #Mary Kay has to offer for college students, birthdays. (Link to website)
College students can receive special discounts on all their Mary Kay products. Find out how to get yours before its too late. Visit (Website) (Image of college student holding discount card) #MKRewards
College students can receive special discounts on all their Mary Kay products. Find out how to get yours before its too late. Visit (Website) (Image of college student holding discount card) #MKRewards
Here’s how you get $10 off of your next Mary Kay purchase. #MKRewards (Image of $10 discount card/link to website)
We offer many discounts for everyone! You don’t miss out on these deals! Visit our website and find out how to save money on your favorite beauty products. #MKRewards
We offer many discounts for everyone! You don’t miss out on these deals! Visit our website and find out how to save money on your favorite beauty products. #MKRewards
Flaunt your beauty and be a statement with your #Mary Kay products at a discounted price. #MKRewards (website link)
CREDIT CARDS
MY LOOK SOCIAL MEDIA CONTEST
#MKIndependence
#MKContest
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Showcase your #MKIndependence and become an IBC today! (Link to website)
Enter our #MKContest and show everyone your look of the day! Wear Mary Kay and #BeAStatement. Details here (link to webpage)
Get a Mary Kay credit card when you apply to become an IBC! Show everyone how independent you are. #MKIndependence (image of credit card)
Ladies #MKContest starts today! Flaunt your look and get your photo featured on our website! Winners also get their start-up fee waived. Show everyone how to #BeAStatement! (Creative MK image)
Mary Kay is partnering with MasterCard to help women become more independent. Become an IBC and you get your very own Mary Kay credit card and we will waive the start-up fee! (Link to website)
Ladies! Post your Mary Kay look of the day to be featured on our website! Upload your photos using the hashtag #MKContest to enter. Winners get their IBC start up fee waived.
Show the world how independent you are with your favorite look.
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Be independent with your very own Mary Kay credit card. #MKIndependent (Image of credit card)
Mary Kay is partnering with MasterCard to help new IBC’s
Show the world your independence. Be a statement and be independent at the same time.
Show the world your independence. Be a statement Flaunt your favorite look and be independent with your very own Mary Kay credit card. Visit our website and become an IBC
Become an IBC with Mary Kay and show the world your independence with your very own Mary Kay credit card.

22. 21
18-25 START-UP BOX
TRAVEL BAG WITH STUDENT UNIVERSE
#MKFreshStart
#MKWorldTraveler
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We’re looking for young independent women to become Mary Kay representatives. Start your journey and become an IBC today! #MKFreshStart (Creative Image of Mary Kay)
We’re looking for young inspiring young women to become Mary Kay representatives. Become an IBC and get your start-up box of products you love! #MKFreshStart
No need to pack all of your make-up before your trip. Get a travel bag and #BeAStatement on the go! Everything you’ll need will be with you. #MKWorldTraveler
Ladies! Get your Mary Kay start-up box and become an IBC. Get all of your favorite products you love to use and get started on your journey to independence. (Image of start-up box products)(Link to webpage)
Take #Mary Kay on the go with our travel bag. It’s perfect for vacations, and trips out of own. (Image of bag)
#BeAStatement on the go with our travel bag! No need to carry around all your makeup anymore! #MKWorldTraveler
Mary Kay wants you as a representative. Become an IBC and receive your start-up box with all the products you love to use. (Image of start-up box)(Link to webpage)
Our new travel bag is the most efficient way to carry make up with you on the go. Take a trip around the world and still #BeAStatement! (Link to webpage) (Image of bag and items)
Going out of town and looking for an easy way to take your make-up? No worries, here’s a travel bag for you! #MKWorldTraveler (link to webpage)
What’s in this #Mary Kay travel bag? Click the link and find out! #MKWorldTraveler (link to webpage)
SAMPLE BOXES
DORM PARTIES
#MKBonus
#MKDormParty
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Have fun and experiment with Mary Kay Cosmetics. Purchase your sample box today! #MKBonus (Link to website)
#MKDormParty is coming to San Jose State University soon! Great opportunity for college girls to mingle and learn new beauty tips!
Here’s what you would get in our new sample boxes. Wouldn’t you like to try these out? #MKBonus (Image of products)
Mary Kay will be holding the next dorm party at San Jose State University! Are you ready? #MKDormParty (Photo of school dorm)
Introducing #Mary Kay sample box! Be a statement! #MKBonus
Mary Kay sample boxes feature many of our latest products. Get yours today and show us how you can BE A STATEMENT! (Link to website)
Ladies! Mary Kay is coming to San Jose State University! Come out and get the latest beauty tips from professionals and network with other students. (Image of school dorm)
Ladies! Try out some of our new Mary Kay products! We have a sample box waiting for you! #MKBonus (Image)
Find out what products best fit you! Get your sample box today! #MKBonus
Ladies! Show us how you can BE A STATEMENT with these new Mary Kay sample boxes. #MKBonus (Image)
Showcase your beauty with our new Mary Kay sample box! #MKBonus
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23. 22
HOW TO USE CONTENT ON
SOCIAL MEDIA
PLATFORMS
FACEBOOK
TWITTER
INSTAGRAM
PINTEREST
TUMBLR
WEBSITE
MARKETING AND EVENTS (35%)
Create upcoming events, advertise products, sales promotions, MK models, celebrity endorsers
Advertise products, sales promotions, upcoming events
Pictures of products, events
Boards for: events, different products, MK models, celebrity endorsers
Advertise products, sales promotions, upcoming events
About me, becoming an IBC, about MK, Upcoming events, contact info
Reference letters from current & previous customers
Questions, comments, and concerns box
Links to recent posts on all social medias
Reblogging customers using product
Reblogging other related content
Current trends, what’s new, currently wearing/ carrying
Repinning related content from others
Photo contests, stories from current customers
Reposting photos from other users, customers IBCs, and official MK
Current makeup, makeup of the day, what products you are currently carrying
Misc. relative topics
Contests, personal product opinions, how to become a IBC, benefits
Answer questions and concerns, find what customers think about product
Answer questions and concerns
Retweeting posts about MK, IBCs, products, sharing relevant information with followers
Current trends, what’s new, industry updates, current MK events
Misc. relative topics
Share other MK representative’s posts, official MK page content
Current makeup, makeup of the day, what products you are currently carrying
Tips, advice, funny stuff, how to’s, brand history
CUSTOMER STORIES OR ADVOCATE PROGRAMS (20%)
CUSTOMER SUPPORT (20%)
THIRD PARTY CONTENT (10%)
REAL-TIME CONTENT (10%)
FUN (5%)

24. 23
Our online campaign will consist of 9 different web platforms that will feature the advertisements during different times throughout the year. By doing so, it will be more cost effective for Mary Kay because the ads will have more value when advertising online thus, increasing Mary Kay’s reach with the sponsored posts. However, Mary Kay will still be posting free, original content aside from their sponsored posts.
Tumblr is a site that many younger adults use to pass the time and explore blogs. Since the main page of Tumblr consists of posts of the blogs they follow, through that feed, our ad will as a sponsored post. That way the audience will be exposed to our ad.
Spotify is an online music streaming website which offers ad placements that can be targeted to the 18-25 female demographic. Unlike Pandora, Spotify offers users to choose the song they want to listen to and advertisements are played every 10 songs. We will be utilizing Vertical Skyscraper and Audio Ads.
Facebook is one, if not, the most popular and used social media site among all age groups, especially the younger audience. Many users check their Facebook numerous times a day making it much more likely for them to see our ads on their feed.
A very widely used as a homepage for many users and their homepage has many headlines and news as well as ads running across. That way audiences can see the ad but more specifically, when on the Yahoo! Shine page, which is fashion and beauty oriented, our ad will reach our target market.
Hulu has a similar concept to YouTube, except that Hulu is for people looking to watch television shows. Before each episode an ad will play and also a banner is displayed on the side. Depending on the show the audience is watching our ad will play or be displayed.
AOL in general reaches 92% of millennials online, which is our target market and it being a fashion related part of the site, it will reach our target demographic of women who like beauty and fashion.
YouTube is a very popular site among all audiences and is a free site that has millions of videos of about anything a person wishes to search up and watch. Therefore, when audiences look up beauty and fashion related videos, the ads that play in the beginning of the ad or is the banner on the side will be ours and will reach our target market.
The majority of Twitter users are between the ages 18-29 and Twitter is one of the most used social media sites, therefore, our target audience is more likely to see our ad in their feed. If they retweet our sponsored tweet then their followers will see it as well, which will mean more exposure.
Pandora is a site that reaches our target age group of 18-25, with the audience being 52% female and 48% male. With that being said ads on Pandora are unable to be skipped, therefore, the audience member will be expose to the ad. Also, Pandora plays ads depending on the listeners’ music preference better reaching the correct target audience.
ONLINE
TUMBLR
SPOTIFY
FACEBOOK
YAHOO
HULU
AOL ON STYLE
YOUTUBE
TWITTER
PANDORA

25. 24
MEDIA PLAN
Our campaign will be advertising in 5 different popular magazines through different times of the year. The campaign will utilize the pulsating method due the high pass-rate of the chosen magazines. This also allows Mary Kay to reach different socio-economic segments of the target market.
People Magazine is located in many stores at the checkout isles and is read by many waiting shoppers. The campaign will use the Oscar special events issue during the month of March so we can get attract more coverage to the Mary Kay Brand.
Teen Vogue a reaches our target age group perfect, where the median age is 23. Vogue is a well-known and referred to magazine, Teen Vogue is a stepping stone in the higher end of make-up.
Cosmopolitan Magazine is a magazine that includes everything from fashion, self- improvement, celebrities, health, sex and relationships, therefore it is a great magazine to advertise due to the many different issues are talked about and many different types of people will reach of this magazine and be exposed to our ad.
Seventeen’s median reader age is 21, which allows our campaign to specifically target our market with target advertisements. The readership of Seventeen magazines is someone who wants to try new things and become independent.
Women’s health related magazines allow the campaign to reach a different segment of the 18-25 female target audience. Beauty is said to be correlated with feeling good and feeling good can start with health and exercise. Fitness magazine allows target specific advertising of Mary Kay Clear Proof and Botanical line.
MAGAZINE
PEOPLE
TEEN VOGUE
COSMOPOLITAN
SEVENTEEN
FITNESS

26. 25
BUDGET BREAKDOWN
FEB-15
COSMOPOLITAN
PEOPLE
TEEN VOGUE
SEVENTEEN
FITNESS
PANDORA
PROMOTIONS
APP DESIGN
PRODUCTION
PRODUCTION
VIDEO
PRINT
AGENCY FEE
(5.5%)
GRAND TOTAL
YAHOO
TUMBLR
FACEBOOK
SPOTIFY
YOUTUBE
TWITTER
HULU
AOL
MAR-15
APR-15
MAY-15
JUN-15
JUL-15
AUG-15
SEP-15
OCT-15
NOV-15
DEC-15
JAN-16
FEB-16
MAGAZINE
ONLINE
TOTAL
TOTAL
TOTAL
$867,330
$1,701,600
$556,140
$457,230
$480,240
$500,000
$349,000
$500,000
$450,000
$600,230
$600,230
$550,000
$619,000
$619,000
$300,000
$100,000
$100,000
$100,000
$550,000
$10,000,000
$4,062,540
$4,787,460
$1,150,000

27. 68,000,000
26
METRICS
SOCIAL MEDIA:
INTERNET:
2,900,000
30,176,000
2,023,251
5
3
3
4,526,400
6,069,753
Understanding how many 18-25 year old females buy or read these magazines, we took the total
audience (Teen Vogue, Seventeen, Cosmopolitan) and multiplied with the pass along rates with the
magazines that have an average age of under 25. With the other magazines (People, Fitness), we
decided to take the total audience and multiply by the percentage of users aged 18-25. Even though
the median age is not in the 18-25 target audience, these magazines have a pass along rate of 5 times.
The frequency is the amount of times we are advertising in each magazine. There will be an average
frequency of 3 with a grand total of 68,615,448 impressions.
Today’s Gen Y not only read magazines, but they are migrating towards internet new and entertainment.
With this, we decided that we will put over $5 million into internet advertising that will help Mary Kay reach
out to internet users.
TRADITIONAL MEDIA
ONLINE MEDIA
5,225,000
2
1,018,612
4
4,074,448
1,500,516
720,247
TOTAL CIRCULATION
TOTAL IMPRESSIONS: 20,615,448
GRAND TOTAL: 48,000,000
REACH: 75% OF THE TARGET AUDIENCE THROUGH PASS ALONG
REACH: 88% OF THE TARGET AUDIENCE
REACH: 95% OF THE TARGET AUDIENCE
AVERAGE FREQUENCY: 3
TOTAL IMPRESSIONS: 68,615,448
FREQUENCY
FREQUENCY
FREQUENCY
IMPRESSIONS
TOTAL AUDIENCE
TOTAL AUDIENCE
20
25
23,000,000
25,000,000