A Media Plan By: Margarette Mena Arias, Annalisa Bove , Anne McGaffigan , Noemi Munoz, Zach Parrish, Elise Del Rio

1. A Media Plan By: Margarette Mena Arias, Annalisa Bove, Anne McGaffigan, Noemi Munoz, Zach Parrish, Elise Del Rio & Suzanna Slavin November 25, 2013

2. Meet The Mary Kay Girls Isabella Morgan Alice • She is 21 years old • Has an internship with a record label • Very laidback and carefree • Works part time as a yoga instructor in local NYC gyms • Reads Glamour • She is 24 years old • Loves working out and staying healthy • Works as an accountant in NYC • Future goals: have a family • Reads Self • She is 18 years old • Loves posting pictures on Instagram • Freshman at Pace University • Reads Seventeen Magazine • Future goals: Fashion Buyer

3. What Is Our Campaign?

4. Traditional Media: Magazines • Magazine Advertisements • Runs throughout the year • Main focus duringFebruary (Valentine’s Day), May (Mother’s Day) and November (Holiday Season) • A mix of four, full and half page color ads • Use current Mary Kay ads = save money

5. Traditional Media: Magazines • Magazine Rationale • Studies show that our target is: • 669 times more likely to read Seventeen Magazine • 280 times more likely to read Brides Magazine • 295 times more likely to read Cosmopolitan Magazine • 295 times more likely to read Glamour Magazine • Magazine Budget • $5,521,907 will be allocated for four magazines • Combinationfull and half page ads

6. Traditional Media: Television • http://wiki.answers.com/Q/How_many_commercials_are_in_a_one_hour_TV_show • Television Commercial Advertisements • MTV, VH1, & Nick at Night • What’s the message? • Selena Gomez is a celebrity that many of our young demographic will be able to relate to • The commercial will be about how even a celebrity enjoys the benefits of being a Mary Kay user

7. Traditional Media: Television • Television Rationale • Studies show that females ages 18-24 are • 193 times more likely to watch MTV • 179 times more likely to watch VH1 • 141 times more likely to watch Nick @ Night • Budget • Plan to allocate $2,108,000 of the $10 million budget • First two pods • Awkward & Girl Code (MTV) • Mob Wives & Basketball Wives (Primetime - VH1) • Friends (Nick @ Night) (first 2 Friday nights of Nov, Dec, Jan, and Feb) • First two Pods • MTV VMA’s

8. Traditional Media: Internet/Social Media • YouTube Advertisements • Same Ad from Television advertised on YouTube : 30 second in-stream ad • Placed in highly viewed (100,000+ views) videos regarding makeup and beauty in general. • Advertisements will be the same commercials that will be used for television. • YouTube Rationale • Females are 85 times more likely to watch YouTube • Budget • $263,328 ($5,064/week) to be allocated • Translates to 416ad placements and 416,000 views ($6.33/1,000 views)

9. Below-The-Line: Partnerships • Miss America Partnership • Mary Kay will partner up and sponsor Miss America Pageant • Contestants will participate in a beauty day event that MK will also sponsor. • Clips of day will be shown throughout the show. • Top IBC’s will be chosen to take part of the event- advise the contestants of Mary Kay products • Partnership Rationale • Broadcast Channel (ABC) – Mass Market • Partnership Budget • $260,600 will be allocated in 10 Mary Kay Beauty consultants who willhost the event, a gift set for each 50 contestants, 2 minute airtime during show, the venue and decorations.

10. Below-The-Line: Contests Concert Ticket Giveaway • Hashtag #MaryKaygiveaway on Instagram and Twitterusing MK products • Participant with the highest “likes” or posts win Selena Gomez ticketsin November 2015 in Dallas, TX • Selena and Mary Kay’s home state • Giveaway Rationale • Incentive towards consumers within target market (women 18-25) • Selena Gomez is a public figure and entertainer who relates to target market • Giveaway Budget • Designate $2,000 for five ticket winners (valued at 200$ each ticket)

11. Below-The-Line: Contests • IBC (International Beauty Consultant) Reward Program • Chance for MK beauty consultants to win: • All-inclusive trip to Cancun, Mexico • Gift basket with popular and new MK products • Promotion through Instagram • Reach 1,000 followers • Evaluated through company • winners will not include those who already received a Mary Kay Cadillac • Rationale • Incentive for beauty consultants within target market, ages 21+ • Creates relationship between target market and beauty consultants • Budget • $6,523 total for plane tickets, hotel, gift, and special activity • American Airline Plane Ticket: $915 x 4 = $3660 • Hotel (Royal Cancun): (2 rooms)$266 per night x 7 days = $1862 • Dolphin Discover: $139/each x 4 = $417

12. Below-The-Line: Incentives Mary Kay Birthday Box • New program for 2016 MK members • ◦ Promoted Dec, 2015 & roll-out begins Jan 1, 2016 for one-year cycle ◦ Will include their information including address, makeup preferences and birth date • First 200 applicants will receive the “MK Birthday Box” • Will consist of popular and new 2016 MK sample products ◦ Will be received on their birthday • Promoted through Instagram & Twitter by MK beauty consultants ◦ Generates word-of-mouth circulation Rationale • Incentive for target market • Survey results show that target market tests products before committing (especially fragrance) Budget • $10,140 spent on products, boxes, and shipping

13. Budget Breakdown $5,521,907 $10,140

14. Thank you for listening and do not ever forget that “One Woman Can inspire others and change the world!” Any questions?