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 groupOpened 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.
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 audienceTarget audience perceives Mary Kay as a company for older womenLow social media presence on Instagram Twitter and FacebookSTRENGTHSOne of the largest cosmetic companies in the U.S.Has 3 million IBCs worldwide who can mobilize quickly and support the brandStrong presence on PinterestRanked sixth among other brands in skin careOPPORUNITIESEducate the audience of the benefits associated with skin care productsEducate audience of the correlation of exercise and healthy skinExpand social media presenceIncrease loyalty and positive perception of Mary Kay among demographicTHREATSTarget audience prefers shopping at makeup storesCompetitors have direct online purchasingCompetitors are consistently introducing new productsOther companies have stronger mainstream social media presence
8 Target Audience Primary Audience 18-25 year old active females and malesSecondary audiencePhysical instructors, athletic trainers, coaches and year old athletesTertiary AudienceMARY KAY IBCs
9 Campaign Goals Reputation Management among Target Demographic Increase visibility of MARY KAYChange MARY KAY’s perceptionCreate positive perception of IBC professionRelationship Management Goals among Target DemographicEnhance the IBC to customer relationshipIncrease IBCs in the demographicTask Management Goal among Target DemographicIncrease MARY KAY skin care market share
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 yearWill hand out skin care product samples and informational palm cardsWill utilize student media organizations for promotion of the CrossFit eventWill sign up students who want to participate in the eventCrossFit 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
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 gamesChic PR will hand out informational palm cards to attendees and skincare product samplesWill hand out water bottles filled with THRIVE skin care products to the participating athletesThis will promote the usage of products among the secondaryaudience
17 The Social media campaign Will encourage social media users to create posts using #WhyIThrive#WhyIThrive posts will tell an individuals story of them THRIVINGThe 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 receiveAn all expenses paid trip to Miami, Hawaii or VegasWill be featured in a Youube documentary that will be shared on social mediaWill be featured in the THRIVE Campaign commercials developed after the end of the campaign
20 FINAL EVALUATIONEvaluation will be completed after data is gathered upon end of eight month campaign.Evaluation will help MARY KAY better understand the demographicEvaluation 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 credibilityInformation will give MARY a better understanding of audiences for future campaigns.