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M.A.C Foundation

Media Plan & Strategy

ADV 350

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Meet The Team

Anna Kuchiyash

Allison Conway

Jenna Largent

Bria Wallen

Hannah Watts

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Executive Summary

Objective

Introduce new target to M.A.C. foundation
Competitors

Advertising Media Objectives

Encourage brand trial (perfect fit/tone)
Increase sales

Marketing Strategies & Tactics

Print, digital, out of home

Budget

Slight increase from previous years

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Macaidsfund.org launched in 1994

Supports those affected by AIDS/HIV globally

Donated $250K in 2002 to the UN Development Programme to continue the fight against AIDS in Africa & to launch a new initiative in Asia and the Pacific

Makeup Art Cosmetics

Founded in Toronto, Canada in 1984
Became part of Estee Lauder Cosmetics in 1996
Headquarters in NYC
Sold in 120 countries

Founder:

Frank Angelo

“All Races, All Sexes, All Ages”

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Target Persona

Female

Age: 50-64

African American

Annual Income: $30-$49K

Lives in Metro Detroit, MI

Married with kids aged 27 & 21

Linda Smith

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Geography

Greater Detroit Area:

The surrounding counties have a large percentage of our target market group.
There are multiple M.A.C stores surrounding this area as well.

We will focus specifically on 3 counties surrounding the Detroit area for the MSA: Wayne County, Oakland County, and Macomb County.

Wayne County has a population of 1,753,893 people, 38.8% being African American, with a median household income of $43,702.

Oakland County has a population of 1,259,201, females making up 51%, 14.0% which are African American.

Macomb County has a population of 874,759, 12.2% being African American, with a median household income of $58,175.

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Competitive Analysis

M.A.C Market Share - 14%

L’Oreal:

Facebook - 35,669,073 likes Twitter - 510.5K followers

Instagram - 190K followers

Youtube - 181K subscribers

Mary Kay:

Facebook - 3,276,360 likes

Twitter - 114.1K followers

Instagram - 550K followers

Youtube - 113K subscribers

Revlon:

Facebook - 9,636,320 likes Twitter - 454.7K followers

Instagram - 2.3M followers

Youtube - 116K subscribers

M.A.C:

Facebook - 20,019,872 likes Twitter - 1.5M followers

Instagram - 22.9M followers

Youtube - 577K subscribers

Social Media Competitors

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SWOT Analysis - Internal Factors

STRENGTHS

WEAKNESSES

Employ highly trained makeup professionals, which makes the shopping experience beneficial for customers.

Makeup for multiple segments. MAC does research to ensure they can offer a wide variety of makeup that is suitable for different types of skin which ensures people of different races, ethnicities, cultures, and even sexes can buy a makeup that is a good fit for them.

Use all social media platforms including Instagram, Facebook, and Twitter. They interact with their followers by replying to them or reposting their customers pictures using MAC’s makeup

The pricing of MAC products tends to be higher than competitors in the industry

MAC struggles to adapt to new demands in the ever changing cosmetic sector. New, innovative products are constantly being added to the market and MAC is slower to “catch on” than other brands

MAC is not doing anything different on social media than what other makeup brands are doing

Need more investment in new technologies, Right now the investment in technologies is not at par with the vision of the company.

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SWOT Analysis - External Factors

OPPORTUNITIES

THREATS

The number of women using makeup has grown due to the trends in online makeup videos and promoters

They provide the highest quality products and mineral free options

Room to increase brand awareness globally, unifying their social media campaigns

High number of competitors in the cosmetic industry
The switch to organic makeup. Makeup users have become more concerned with what they are applying to their skin and the focus on chemicals in makeup can affect the brands people buy.
Overlooked by younger audience due to its high prices.
New technologies developed by the competitor or market disruptor could be a serious threat to the industry in medium to long term future.

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Advertising Objective

Our primary advertising objective is to encourage brand trail. We are confident that brand trail among African-American females with an annual income of $30,000-$49,999 (ages 50-64) in the Detroit area will increase by 15% in a 7 month campaign.

Marketing Objective

Our overall marketing objective is to increase sales of M.A.C cosmetic foundation among African-American females (ages 50-64) in the Detroit area, with an annual income of $30,000-$49,999 by 5% from December 2019 to June 2020.

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Media Objectives

We aim to expose each target audience member to our messages once-a-week over the duration of 7 months. Using the frequency planning matrix, M.A.C’s frequency during this campaign is three.

We want to reach our new target audience by the end of June, 2020 and begin the campaign December 2019.

We plan to focus our media plan on M.A.C foundations in the greater Detroit area but specifically M.A.C foundations sold in Wayne County, Oakland County, and Macomb County.

Reach 80% of African-American females in the greater Detroit area with a once-a-week average frequency from December 2019 to June 2020.

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Print Media Tactics

BLAC Detroit Magazine

#1 Newspaper in Detroit

#1 Magazine in Detroit area for African American women

Detroit Free Press

We will have one flight, from December to February. This flight will end at the end of February.

Bria

The advertisements we plan to run in Detroit Free Press and BLAC Detroit Magazine will run on one flight. It will last from December to February and we will drop the magazine and newspapers advertising then. This flight will end at the end of February.
Based off our research the best print media for our target audience would be to use; Detroit Free Press and Publishing and BLAC Detroit Magazine. Detroit Free Press is Detroit’s #1 newspaper that appeals directly to Detroit’s population & surrounding locals.
BLAC Detroit Magazine is the #1 magazine in the Detroit area for African American women (our target audience). Although print media including magazines are becoming less popular our age demographic (50-64) is still actively utilizing this vehicle. Because we chose to target an older audience traditional advertising still plays a huge role, including newspaper. Detroit Free Press was the first daily newspaper in the Detroit area and has continued to stay as one of the top two daily newspapers ever since.

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Digital Media Tactics

Facebook

Instagram

Wednesday at 1pm &

Friday at 11am

Wednesday at 3pm & Saturday around 10am

We plan to update our social media presence 3-4 times a week, with the highest number of posts and stories at these 4 time periods.
Our social media posts will run continuously throughout the duration of our campaign.

Bria

Our social media posts will be run continuously throughout the duration of our campaign. According to Sprout Social, the best time to post on Instagram for consumer brands is Wednesday at 3pm with other high engagement periods being at Saturday around 10am. For Facebook, the best time to post consumer goods is Wednesday at 1pm and Friday at 11am. We plan to update our social media presence 3-4 times a week, with the highest number of posts and stories at these 3 time periods. We do not want to over post in order to avoid consumers from seeing too many advertisements resulting in negative feelings toward the campaign and brand.
Based on our research we found social media network users are on the rise and are on track to continue to grow until 2023.
The digital vehicle we chose is going to be placed in social media. Social media advertising is an easy way to have sponsored ads for a specific target audience. We will use Facebook and Instagram.

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Black History Month

February 1→ February 29

Social Media Campaign

Daily competition, where women of color create makeup looks using M.A.C.’s makeup products

Judged to be featured on social media platforms

Win free products for the best looks

Campaign Advertising Objective:

Encourage a brand trail of 15% among African-American females that fall within our target market

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Out-of-Home Media Tactics

Billboard

Our billboard advertisements will run continuously from December 2019 until the end of June 2020.

Four major freeways surrounding the Detroit area:

Interstate 75
Interstate 96
Interstate 275
Interstate 94

High traffic areas based off of eMarketer that will reach many consumers.

Bria

Our advertisements on the billboards will be run continuously throughout the duration of our campaign. Due to the extensive amount of commuters and the extensive system of freeways in the Detroit area, the billboards will reach a large-scale of consumers. There are 4 major freeways surrounding the Detroit area that would be highly beneficial to our advertising plan. These freeways include Interstate 75, Interstate 96, Interstate 275 and Interstate 94. The ads will be placed for the duration of the campaign from December 2019 until the end of June 2020.
Detroit is not only known for being “The Motor City” but for having an extensive system of freeways. There are 4 major freeways surrounding the Detroit area that would be highly beneficial to our advertising plan. These freeways include Interstate 75, Interstate 96, Interstate 275 and Interstate 94.
For our out-of-home media vehicles we chose to use billboard on high traffic areas surrounding Interstate 75, Interstate 96, Interstate 275 and Interstate 94. This is because based off an eMarketer study named US Out-of-home Ad Spending in 2018. This shows that more than half of spending is on Billboards (64.9%). $5.19 billion by segment in 2018.

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Campaign Budget

Detroit Free Press $67, 032.00

BLAC Detroit Magazine $54,566.40

Total Print Budget $121,598.40

Instagram $95,484.77

Facebook $18,414.00

Total Digital Budget $113,898.77

Billboard $14,985.40

Total Out of Home Budget $14,985.40

Total: $250,482.57

Campaign will run from December 2019 - June 2020

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IMPRESSIONS FLOWCHART

BUDGET FLOWCHART

Jenna

FlowChart Media Schedule and Budget:

For our first flowchart we included the medium and specific media vehicle for our campaign as well as the amount of our budget we allocated for each. We included the $ per month for the entirety of our campaign for Digital, Print, and Outdoor Media vehicles. We also included the total per month and the total of the entire advertising budget.

FlowChart TAI’s and GRP’s:

Our audience impressions are consistent for both digital vehicles (Instagram and Facebook) and out-of-home vehicle (billboard) throughout the December- June campaign. Our print media vehicles (newspapers and magazines) are ran on one 3 month flight, therefore, impressions are only shown in December, January and February. This is because Christmas, New Year and Black History month correspond with these months and is when we expect to reach most people through print vehicle. Overall, our total audience impression will be 43,465,727.

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Sources

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Sources Continued