1. MARY KAY
CHIC PUBLIC RELATIONS

2. MARY KAY Mary Kay Ash founded the company with her son in 1963.
Mary Kay is an established, easily recognized brand nationally.
Mary Kay has asked Chic PR to better represent the needs of the year old age group
Opened new opportunities for women in a previously male-dominated business world.
Company evolved from a start-up to a multi-billion dollar corporation in a short amount of time .
Operates on a multi-level marketing platform.

3. RESEARCH

6. This survey question was also able to show what people thought of when they thought of MARY KAY. A consistent theme mentioned was that MARY KAY was associated as a product for older women.

7. SWOT WEAKNESSES STRENGTHS OPPORUNITIES THREATS
Negative perception concerning multi level marketing platform.
IBCs average age is 42.7 which is not consistent with the target audience
Target audience perceives Mary Kay as a company for older women
Low social media presence on Instagram Twitter and Facebook
STRENGTHS
One of the largest cosmetic companies in the U.S.
Has 3 million IBCs worldwide who can mobilize quickly and support the brand
Strong presence on Pinterest
Ranked sixth among other brands in skin care
OPPORUNITIES
Educate the audience of the benefits associated with skin care products
Educate audience of the correlation of exercise and healthy skin
Expand social media presence
Increase loyalty and positive perception of Mary Kay among demographic
THREATS
Target audience prefers shopping at makeup stores
Competitors have direct online purchasing
Competitors are consistently introducing new products
Other companies have stronger mainstream social media presence

8. Target Audience Primary Audience
18-25 year old active females and males
Secondary audience
Physical instructors, athletic trainers, coaches and year old athletes
Tertiary Audience
MARY KAY IBCs

9. Campaign Goals Reputation Management among Target Demographic
Increase visibility of MARY KAY
Change MARY KAY’s perception
Create positive perception of IBC profession
Relationship Management Goals among Target Demographic
Enhance the IBC to customer relationship
Increase IBCs in the demographic
Task Management Goal among Target Demographic
Increase MARY KAY skin care market share

10. THE CAMPAIGN

11. The campaign will establish a presence on five college campuses across the nation.

12. THE CAMPAIGN’S COLLEGE CAMPUS PRESENCE
THRIVE will hire three college students and an IBC to table and promote the CrossFit event, held at the end of the school year
Will hand out skin care product samples and informational palm cards
Will utilize student media organizations for promotion of the CrossFit event
Will sign up students who want to participate in the event
CrossFit event at the end of the year will be hosted by Chic PR and exercises will be led by the trainer hired by the PR team

13. Campus CrossFit Event #1 #2 #3 #4 #5 #6 #7 #8 Event # Type of Exercise
Push-ups
Pull-ups
Muscle-Ups
Leg-less rope climb
100 Calorie Row
Hand-Stand Walk
Weightless
1-legged squats
Burpee
Speed,
Reps,
Distance
Reps
Speed

14. PRODUCT GIVEAWAYS

15. In addition to the campuses the campaign will sponsor the CrossFit Games held in Northern California in July.

16. CAMPAIGN’S SPONSORSHIP OF THE CROSSFIT GAMES
The THRIVE Campaign will sponsor the CrossFit games
Chic PR will hand out informational palm cards to attendees and skincare product samples
Will hand out water bottles filled with THRIVE skin care products to the participating athletes
This will promote the usage of products among the secondary
audience

17. The Social media campaign
Will encourage social media users to create posts using #WhyIThrive
#WhyIThrive posts will tell an individuals story of them THRIVING
The social media campaign will be promoted on the Thrive campaign’s micro site, its social media and by word of mouth developed by the campaign

18. INCENTIVES TO PARTICIPATE IN THE SOCIAL MEDIA CAMPAIGN
Three most creative posts as determined by the Chic PR will receive
An all expenses paid trip to Miami, Hawaii or Vegas
Will be featured in a Youube documentary that will be shared on social media
Will be featured in the THRIVE Campaign commercials developed after the end of the campaign

19. TIMELINE

20. FINAL EVALUATION
Evaluation will be completed after data is gathered upon end of eight month campaign.
Evaluation will help MARY KAY better understand the demographic
Evaluation will show amount of awareness the campaign created, effects on perception of MARY KAY, direct and indirect sales impact.
Positive social impact by promoting fitness.
Public relations professionals with gather data to ensure accuracy and credibility
Information will give MARY a better understanding of audiences for future campaigns.

21. GENERAL BUDGET EXPENDATURES