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TABL

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ENTS 2 Executive Summary

3-8 Research

9-21 Creative

22-24 Media

25 Evaluation

EXECUTIVE SUMMARY

Make me feel important. Mary Kay Ash founded a company following the

principle that everyone wants to be recognized, accepted, and made to feel special. This belief inspired her to start a business that would make women feel important. Fifty years after the fact, Mary Kay Inc. is one of the largest cosmetics and beauty brands in the world. Mary Kay Ash was the face of her company for many years and her spirit continues to drive them to success today.

Gen Y (Millennials) is like no generation before it. Women ages 18 to 25 are diverse and strongly connected to their belief in independence(1). They are

also connected to one another, and their digital personas are as important as their public ones.

They want to feel special, but Mary Kay’s current approach isn’t moving them. They feel like Mary Kay is a tired brand for an older generation(2). Buying outside the store is seen as inconvenient,slow, and unnecessary.

The Mary Kay brand needs to be re-energized with a voice that is young, genuine, and relatable. Only then can we convince Gen Y that buying from a person is better than buying in-store. Direct selling works when an experienced Independent Beauty Consultant (IBC) is both an authority on the product and able to give a

personal touch. When it comes to their image, Gen Y females don’t want a business transaction, they want a social experience.

Using a multi-media approach, we are reaching Gen Y. With our creative strategy, we are convincing them to turn to IBCs for makeup guidance. The campaign combines social media, non-traditional elements, and nationwide events as ways to connect with this hard-to-reach audience. This isn’t about changing Mary Kay. This is about adapting her voice for a new generation, so every girl can know that:

2

she's important.

.

she's special. she gets it.

S.W.O.TOBJECTIVES

objectives Strengths

Opportunities Threats

Weaknesses

The campaign launches February 2015 and runs through February 2016, targeting Gen Y females ages 18-25. During that year our objectives are to: 1) Increase awareness 2) Increase positive perception 3) Increase consideration for product purchase and for the Mary Kay business opportunity

Personal consulting

Try-before-you-buy approach

Broad range of products

Loyal Customers

Women want to learn about makeup

Chance for non-traditonal marketing

Can connect through new social media

Chance to position above in-store cosmetic companies

Speciality stores offering expert advice

Negative online reviews

Seen as being a ‘pyramid scheme’

Too many makeup ads

Viewed as ‘old’

Poor perception of direct selling

Low awareness among target audience

Low social media presence

3Research

TARG

ET AUDI

ENC

E

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90% texted a friend about a purchase before buying(4)

42% follow a beauty brand on social media

Before we can market to them, we need to understand our target audience. Gen Y comes from diverse backgrounds. They are college students, young professionals, and digital natives. Although

these women live very different lifestyles, they have a lot in common:

How they buy:

Gen Y is tech savvy. They research products online, yet 77 percent prefer to buy in-store.(3)

How to Market to them:

We found that Gen Y prefers the “try before you buy” approach, so the best way to get them to try new products is by giving them samples.

Promotions or coupons for products they aren’t comfortable with won’t work.

When it comes to advertising, Gen Y likes an entertaining message that resonates with them. This makes them feel comfortable with the brand. They are also drawn to philanthropic causes, such as “Going Green.”

How they are influenced:

We were able to divide our target audience into three main segments based on their sources of influence for purchasing makeup: self-inspi-ration, online reviews, and advice from their friends and family. We then labeled them respectively: She’s Inspired, She’s Curious, and She’s Open.

• They believe their image is everything(3)

• They are on the internet through many different media • They have redefined what the word “friend” means • They are extremely loyal to brands they perceive to be authentic

SEG

MEN

TS

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she's openSofia. 19. Gainsville, FLStudent at the University of Florida.

“I love my sorority sisters. They are as caring and supportive as my family back home in Tallahassee. They never steer me wrong and make me feel proud to be a Latina. When we host our philanthropic events, we always do each other’s makeup so I never have to worry about breaking my budget. I’m going to miss them when we graduate, but we will stay connected through social media.”

she's inspiredAlicia. 24. Manhattan, NY. Fashion Blog Guru.

“I have a passion for fashion and beauty. Always have. When I was a little girl, I use to steal my mom’s makeup and high heels so I could put on my own fashion shows for my stuffed animal friends. Now, my runway is my blog, connecting my 1,000+ followers to new styles and bold statements.”

she's curiousEmily. 21. Charlottesville, VA. Event Planning Intern.

“For me, everyday is a new experience with new people in new places. I’m sure that would scare some, but I never go in blind. I’m that girl who follows what’s #trending. When it comes to beauty, I feel the same way. My friends always turn to me for advice because I only buy after reading reviews. Once I try something new, I share my experiences with others.”

BRANDPERCEPTION

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Mary Kay has a positive brand perception among current customers. In fact, nearly 90 percent of Mary Kay consumers say Mary

Kay products “are good quality for the price.” After conducting interviews and focus groups, we found that our target audience agrees. They believe that Mary Kay is high quality but expensive.

Our target audience likes the product but feels that Mary Kay isn’t for them.

"Mary Kay is top notch quality, but is for much older women."(2)

Mary Kay’s method of direct selling is a big problem for Gen Y. Focus group participants said that the idea of a Mary Kay party is a turn-off.

"for most IBCs this is their job, I'd feel guilty if I didn't buy anything."Of those surveyed, 94 percent feel comfortable buying their makeup in a store. They view Mary Kay as “difficult to get ahold of” and “very inconvenient.”

"their products are hard to get and it's hard to find someone to get it from."

Furthermore, we found that the current messages coming from Mary Kay aren’t reaching the target audience. When shown the mary kay at play™ line, girls weren’t aware that it was aimed at their age group.

A brand perception test revealed how Mary Kay ranked against eight of the top beauty brands. Participants were asked to place the brands on a scale from -5 (don’t like) to +5 (like a lot). Mary Kay came in with an average of 0.86. The highest was Clinique at 2.71. Our fictional control brand, Plateau, scored a -0.43. Mary Kay’s mostly positive scores were weighed down by a few negative ones.

The problem isn’t the product. The problem is how Gen Y feels about direct selling.

“Cheap, generic sold by middle aged women”

“Out of date, tacky”

“Cheap, grocery store makeup”

“For everyday women”

“Product for teenage girls”

“Good, cheap face wash”

“Emphasizes too much on femininity”

“Over glorified drugstore makeup”

the competition

(2)*

DIRE

CT SELL

ING

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Every generation has a particular style. For Gen Y, that style is built on having

their own terms. They prefer a job that allows for flexibility(6). In fact, nearly 30 percent of entrepreneurs are between the ages of 20 and 34(7). They want the ability to be in control of their own success and find a job that balances work, family, and fun(8). This creates a unique opportunity for Mary Kay.

Having a low entry cost gives

women the opportunity to be their own boss and make their own schedules. Flexible hours are appealing to the Gen Y mindset. Their work can revolve around their hectic lives as either a part-time or full-time career.

Direct selling has evolved from strictly face-to-face interactions to an integration of the virtual world. Social media sites allow direct sellers to access Gen Y quickly and effectively.

Most direct sellers will stay with a company for one or more years and nearly half will stay for more than five years (17). Creative

CREATIVEBRIEF

Creative

brand personality:Mary Kay is a company with heart. It empowers women with both helpful

expertise and the right tools for cosmetic expression.

the opportunityAlthough most Gen Y females buy cosmetics in-store, they are not always

happy with their product purchases. In fact, they’re wasting over 100 dollars a year on the wrong shades for products such as blush, bronzer, eye shadow, foundation and lipstick.(13)

Makeup fits every face differently. Even if a girl reads product reviews and talks to her friends and family first before making the purchase, it still might not be what she wanted.

Other brands are selling products. Mary Kay needs to sell relationships. It should build itself around understanding its clients better than any other cosmetic company. Only then can Mary Kay truly help them express their passions.

BIG ID

EA

She is the beauty consultant. She knows your face better than the bathroom mirror does. She knows the sensitivity of your skin and your shade. She knows that makeup is the perfect way to express

yourself. She knows how to make your skin feel beautiful. She gets it to you, whenever or wherever. She gets the value of being a friend. She gets how you feel. She gets how important you are. She gets it.

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Ask Gen Y females where they go for advice, and you’ll hear the same

answer: my friends. MK Match is a vehicle for developing meaningful relationships between consumers and IBCs.

Users complete a questionnaire in order to find an IBC in their region with compatible interests

and areas of expertise at MKMatch.com. From there, they have the chance to browse IBCs with high match scores and decide who’s right for them.

She Gets It establishes that the best things about an IBC are not only the makeup guidance, but that every experience is friendly and connected.

The current model of searching by zip code is too impersonal. MKMatch.com lets users connect with their IBC before ever meeting them, thus allowing for a more meaningful attachment to the whole experience.

MK MATCH

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Snapchat is one of the hottest apps on the market with five million active users(12).

Fifty-six percent of users are within the target audience, which makes it ideal to advertise on this social media app. The ads are pictures and short videos about the importance of doing makeup correctly.

While there are no official channels through which ads can be placed on Snapchat, some marketing has already been done. As long as phone numbers are known, Snapchats can be sent. SO

CIA

L MED

IA

snapchat instagram

Buzzfeed is one of the most visited websites for Gen Y females, with the average user browsing at least 14 minutes per visit. Banner ads on the website have a click-through rate of 10 to 20 times higher than the world average. Also, Buzzfeed articles are widely known for their virality. By endorsing sponsored Buzzfeed articles, Mary Kay’s presence on other social media outlets will see a major boost in popularity and recognition.

Sponsoring Buzzfeed will result in four to five articles published on behalf of Mary Kay each month. The Buzzfeed articles will entertain our target audience. Sometimes they’ll laugh. Sometimes they’ll learn a new tip about makeup. Sometimes they’ll just be comforted with harmless entertainment-oriented content. Sponsoring Buzzfeed will not only revitalize the Mary Kay image, it will establish the Mary Kay brand as a dominant source for quality content on the social media market.

Instagram as a platform gives companies the ability to post sponsored photos and videos. Promoting philanthropy is important when relating to Gen Y who value green companies. For Instagram to be successful, Mary Kay needs to show how much they give back.

With 150 million active users, Instagram is a very popular platform in today’s social media landscape. Gen Y females make up 53 percent of its users. Ad impressions that lead to ‘likes’ on the site are at five percent - higher than many other sites. Instagram will act as a core interaction base. Nearly all tactics will be connected through #SheGetsIt.

buzzfeed

Gen Y agrees: "if there's a Snapchat message, I have to open it."11

SOCIAL MEDIA

facebook & twitter

Facebook and Twitter are efficient sources for two-way communication. If people have something to say, they’re taking it to Facebook and Twitter. It is important to respond to every post and tweet with a personal message. This not only builds a positive perception with the consumers, it shows that Mary Kay is open and transparent.

Facebook and Twitter are perfect platforms to cross promote to push users to MKMatch.com and other social media sites. Pictures and videos from the Mary Kay Getaway and She Gets U events will also be posted here.

With 57 percent of Facebook users and 29 percent of Twitter users falling into the target audience, these are the ideal platforms to start some warm chatter with Gen Y(9).

pinterestAlready being one of Mary

Kay’s most successful social media platforms, Pinterest has become one of Mary Kay’s main focuses. With 48.7 million users worldwide(9), Pinterest has the largest female base of all major social media sites. Pinterest also presents a high volume of e-commerce traffic with 41 percent of pins resulting in an increase in sales on the Mary Kay website. Created content will surround the rest of the campaign, generating repins and directing users to the Mary Kay site and the MKmatch.com.

Other social media platforms will be used to strengthen users’ brand interactions.

They should be seen as places that both current and interested consumers can go to have conversations with the brand. It is vital that all questions or complaints be responded to promptly.

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vine

Vine branded videos are four times more likely to be seen than a standard branded video. Teaser trailers of our YouTube videos will appear on Vine. This will motivate users to connect on different plat-forms to reveal the whole story, creating more impressions. With Vine’s 40 million users(9), it will play a supporting role in moving Gen Y females to other social media platforms.

youtubeMakeover Disaster

Women are surprised with free makeovers at a trendy spa. Unfortunately for them, the makeover artist is an amateur. After they’ve been made to look as ridiculous as possible, they are told to look at their new style in a mirror.

Behind the mirror are high-speed cameras capturing their expressions. The viewer is then reminded how difficult it is to do makeup correctly.

YouTube reaches more US adults ages 18-34 than any cable network. It will be used as a tool to gather Mary Kay impressions among the target audience and to generate even more impressions on sites like Facebook and Twitter.

These videos need to be entertaining. If they feel they’re being sold to, Gen Y won’t respond.

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SOCIAL MEDIA

MK GETAWAYThe Mary Kay Getaway

contest will take place throughout the month of

February. Ads will be placed on Instagram, Facebook, and Twitter, telling consumers to go to the MK Match site and be matched with an IBC. Once they make a purchase, they will take a picture of themselves with the product

and post it on Instagram using #MKIGotIt. At the end of February, a winner will be randomly chosen from the photos posted.

The Mary Kay Getaway winner and two friends will receive a weekend getaway (two days) to South Padre Island in Texas. The ladies will receive makeovers from a renowned Mary Kay Global

Makeup Artist, such as Gregg Brockington, as well as a gift bag of marykay at play™ products. Photos and videos of their vacation will be posted to social media.

Gen Y’s travel spending has increased 20 percent since 2012(10). More than half of females age 18 to 25 say that social

media posts made by their friends while traveling make them want to travel(11). Traveling for them is also more social than previous generations, with more than half of Gen Y preferring to travel with friends(10).

By 2020, 1/2 of all travel spending will be from Gen Y(15)

14MEDIA

SHE GETS U

During welcome week in August and September, Mary Kay will visit the top

10 college campuses for Gen Y females (see Map for primary DMAs). Students will get a chance to participate in a Paint-by-Numbers event. A giant outline of the university’s logo/mascot will be colored in by all who attend.

There will be local IBCs at the

event to discuss the products and their experience working with Mary Kay. Also, Mary Kay’s professional makeup artists will be hosting makeup tutorials and giving makeovers. Each girl will receive either marykay at play™ products or Clear Proof™ acne products for participating in the She Gets U event.

To finish things off, the finished

canvas will be flown over the college’s football field during the first home game.

To promote this, mobile (truck) billboards will be used to display the “pre-event” canvas with the logos/mascots in black and white. Along with these will be traditional billboards using the same design. Pictures of the finished canvas will be displayed on billboards across

each city after the event.A majority of Gen Y lives on

college campuses. With 64 percent of women going to college after graduating high school, campuses house a large number of our target audience(16). Hosting an event at the top ten campuses for our target audience is crucial to She Gets It.

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SUBSCRIPTION BOXESGOOGLE ADWORDS

subscription boxes Subscription boxes, such as

Birchbox, allow trendsetting users to enjoy first-touch experiences with new products on a monthly basis. Inside each box are samples from different brands. Subscribers will find a full-sized Mary Kay Makeup Remover with custom packaging, directing consumers toward the MK Match site.

With 33 percent of Gen Y women sharing pictures of packaging on social media sites, subscription boxes are an opportunity to build brand awareness. More than 400,000 Birchbox members use social media to post about their boxes, allowing this tactic to reach beyond just the subscribers. Subscription boxes are a great chance to have the She’s Inspired segment use the product and make sure she gets it.

google adwordsThis campaign relies on non-

traditional and digital advertising, so Google Adwords is a must. Ad-words will act to further strengthen our online and digital presence.

At various makeup purchasing peaks throughout the year, Mary Kay will bid on the most relevant keywords such as “makeup,” “beauty,” “cosmetics,” and so on. This will place Mary Kay as one of the top results, and further establish their reputation within the industry. We will also bid on searches related to “how to” makeup questions. By being the top search result in this category, Mary Kay’s online presence will be solidified as the destination to go for people in need of cosmetic advice, tips, or assistance.

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online bannersFake ads are shown from the

fictional brand Plateau, with sever-al appearing on each page. Once the user hovers over one of these “dummy” ads, an authentic mes-sage appears from Mary Kay. It affirms the fact that women gener-ally don’t make the right makeup decision on impulse (as they do online and in-store). It also directs

them to MKMatch.com to find an IBC solution that works.

As digital natives, Gen Y women are comfortable navigating the web and do so up to 25 hours a week. Most browse beauty blogs as a means to follow fellow trend-setters and discover new brands.

ONLINE BANNERS

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When Gen Y women flip through their favorite magazines there are

many brands competing for attention. If Mary Kay wants to get through the clutter, they need something big. This ad invites readers to interact with it. A free-moving spinner lets readers see how difficult it is to get the correct shade at random. Yet, with magnets placed beneath the spinner and the product, the right choice will always be Mary Kay.

Magazines have a single purpose: entertainment. If the ads aren’t entertaining, Millennials won’t stop for them. Over five million women ages 18 to 25 read Cosmopolitan every month. By buying two months in both Cosmopolitan and Seventeen, Mary Kay will be reaching 41 percent of all Gen Y women in the United States.

MAG

AZIN

E AD

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GYMSBAR MIRRORS

gym adsAds will be placed in gyms

both on digital and print boards to promote the Botanical™ skin care and Clear Proof™ acne products. As our target market strives for wellness and the sense of gratification that comes with it, we want them to think of Mary Kay as one more way to take care of and feel good about themselves.

Growing up exposed to playdates and schedules filled with organized sports, Gen Y have surpassed Gen X and Baby Boomers in every area of sports participation. Almost half of Gen Y says they’ve had vigorous exercise in the past 24 hours(18).

bar mirrorsThe bathroom mirror is

synonymous with putting on makeup. By putting Mary Kay into this space, the brand can become synonymous with cosmetics, even outside of the home. The ads will feature outlines of faces on the mirrors. By aligning the guides with their own features, girls can follow the simple steps to doing their makeup correctly.

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MALL ADVERTISING

Mall stair ads lead people to interactive displays for hands-on experience with

Mary Kay. The display will take photos of people who look at it, showing the person’s face with funny makeup. From there, the person has the option to share their photos via social media and will be prompted to visit MK-Match.com to ‘fix’ their newly made-over look.

Malls are a common place for Gen Y women to be social with friends, with an estimated 64 percent visiting malls at least once a month(21). Though Mary Kay isn’t sold there, location specific adver-tising prompts consumers to seek out the best place for makeup and makeup advice: an IBC.

Millennials are 216% more likely to be influenced by in-store touch screen displays(19)

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NON-

TRAD

ITIO

NAL With unique, out-of-home guerilla

installations, non-traditional advertisements are opportunities to put the Mary Kay brand

into the real world.

The Right Shade

A series of bare umbrellas line the beach. The umbrellas that still have their vinyl attached are pink, and offer a special message to those who sit underneath: “Your skin looks better under the right shade.” By being both useful and informative, Mary Kay can show girls that they’re genuine about helping out.

Makeover Mural

Graffiti faces are given a makeover with the photo of the real person overlaid on them. By revealing the person beneath the dirt, Mary Kay is showing how anyone can feel beautiful. These can be installed either over existing graffiti, or art can be made especially for the project. Installations like this are eye-catching and immediately striking, making users question where the wall and the ad begin.

Bus Shelters

The holographic ad, when viewed from the front, shows a unbranded image of a girl with bad makeup. When viewed from the side, the makeup disappears and the viewer sees the Mary Kay brand. This shows how with a Mary Kay IBC the viewer can do their makeup right.

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IBC boot campTraining is important for a brand like Mary Kay. With IBCs located

across the country, it’s essential to create a unified message to all employees. A training and development program ensures that employees have consistent experience and background knowledge. Training programs also keep employees engaged and aware of the company. Companies with engaged employees are estimated to outperform those without by up to 202 percent(20).

It is vital for Mary Kay to offer employees some form of education beyond what comes in the starter kit. On a voluntary basis, IBCs can pay 50 dollars to attend the IBC bootcamp. The bootcamp will be held once a month and will take place at local hotels. This can be in addition to the Sales Directors meetings that take place monthly.The Boot Camp’s weekend breakdown:

Section 1: Introduction- Saturday

Learn about the company, its values, and its history

Section 2: Training- Saturday

Attend classes to learn how to do makeup

Performance Review:

Show that they know what they’re doing

Section 3: Making connections- Sunday

Client relations, tips and tricks:IBCs fill out their MK Match profile and take a professional headshot. This will be added to the MK Match site. IBCs cannot be added to the site until they have completed the Boot Camp.

64% of employed workers say that quality training keeps them happier(20).

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FEB MAR AUGMAY JULAPR JUN SEP OCT NOV DEC JAN % %

60.69%0.14

0.00

0.02

0.01

0.00

0.25

0.00

0.03

N/A

0.16

5.99%

N/A

0.02

0.04

33.26%

0.11

0.06

0.10

0.00

N/A

N/A

0.07

0.07%

N/A

0.07

0%

N/A

N/A

100%

36.28%0.00

0.00

0.14

0.00

0.00

0.12

0.00

0.00

0.10

0.00

21.38%0.10

0.03

0.09

16.33%

0.06

0.03

0.02

0.00

0.00

0.04

0.01

5.22%0.22

0.05

6.81%0.00

+15%

0.068

98.92

Digital:Vine

Snapchat

Banners

Adwords

Twitter

Facebook

YouTube

Pinterest

Instagram

Buzzfeed

Traditional:

Events:

Bus Shelters

Makeover Mural

The Right Shade

Subscription Boxes

Gym

Bathroom

Mall

Non-Traditional:

Magazines

Mobile Billboards

Billboards

MK Getaway

She Gets U

IBC:MK Match

Bootcamp

Impressions Budget

318,883,93674,389,952

48,000

10,000,000

4,757,583

156,300

133,333,333

83,223

13,518,579

N/A

82,596,966

31,456,000

N/A

13,032,000

18,424,000

174,760,000

57,000,000

30,000,000

50,000,000

260,000

N/A

N/A

37,500,000

357,379

N/A

357,379

0

N/A

N/A

525,457,315

$3,628,0600

0

1,400,000

0

0

1,200,000

0

0

1,000,000

28,060

$2,138,040

1,000,000

255,000

883,040

$1,633,050

600,000

250,000

208,000

0

18,800

440,000

116,250

$521,732

3,731.97

518,000

$680,520

0

680,520

Production:

$9,891,612.27

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EVALUATION

She Gets It works for Mary Kay’s aspirations to further impress Gen Y.

She (your IBC) understands you. She gets that sometimes you need a little advice, some kind, constructive criticism, or someone to encourage you to keep following your passions. She gets that life can be really busy, really exciting, and sometimes pretty awkward. She’s a real person following her own dreams who really wants to help you. That’s how Mary Kay’s empowerment reaches a personal level. She Gets It makes Mary Kay more relatable as a makeup retailer and as a lifestyle. Becoming an IBC means becoming someone who gets it. This is instilled throughout the campaign. The campaign launches February 2015 and runs through February 2016. During that year our objectives are to:

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objectives1) Increase awareness.

2) Increase positive perception.

3) Increase consideration for product purchase and for the Mary Kay business opportunity.

evaluation techniqueswebsite traffic, social media connections, traditional and non-traditional advertisement views, recognition testing

brand engagement, social media interactions, pre and post implementation testing/surveys

IBC surveys, social media interactions, sales, pre and post implementation testing/surveys

potential resultsincrease in brand, tag line and general Mary Kay and IBC awareness, increase website and social media traffic - estimated increase 300%

branding surveys similar to our pretesting ranking will increase by 230% raising Mary Kay’s score to 1.98

bookings, leads, warm chatter with IBCs estimated to increase by 280%

group

BIBLIOGRAPHY

1. http://www.princetonone.com/news/PrincetonOne%20White%20Paper2.pdf 2. (Primary Research)3.http://www.uli.org/wp-content/uploads/ULI-Documents/Generation-Y-Shopping-and-Entertainment-in-the-Digital-Age.pdf 4.http://www.marketingtomomstv.com/2013/10/technology-and-the-millennial-mom/ 5.Mary Kay Plan Book6. http://usatoday30.usatoday.com/money/workplace/2005-11-06-gen-y_x.htm7.http://usatoday30.usatoday.com/money/smallbusiness/story/2012-05-07/generation-y-entrepreneurs-small-business/54814472/18.http://usatoday30.usatoday.com/money/smallbusiness/

story/2012-05-07/generation-y-entrepreneurs-small-business/54814472/19. https://medium.com/social-media-and-business/a51d76038c6e 10. http://hotel-online.com/News/PR2013_2nd/Apr13_MillennialTrends.html 11. http://www.genhq.com/gen-y-travel-spending-boom-business12. http://mashable.com/2012/03/09/social-media-demographics/ 13.http://articles.timesofindia.indiatimes.com/2013-08-27/beauty/41495974_1_products-makeup-waste 14.http://investor.avoncompany.com/phoenix.zhtml?c=90402&p=irol-newsArticle&ID=1257942&highlight15. http://pager.net/wp-content/uploads/2014/02/LRS_

MILLENNIAL_EBOOK_v5.pdf 16. http://www.permanentsearch.com/designedit/upload/GenerationY.pdf 17. http://www.directselling411.com/for-sellers/myths-facts/ 18.http://www.edelmandigital.com/2011/06/01/by-the-numbers-50-facts-about-millennials/19. http://www.iriworldwide.com/Portals/0/ArticlePdfs/SIGinfographicR3.pdf 20.http://doublethedonation.com/blog/2013/08/the-importance-of-increasing-employee-engagement-using-corporate-giving-programs/ 21.http://articles.baltimoresun.com/2013-09-07/business/bs-bz-gen-y-shoppers-20130907_1_shopping-center-millennials-gen-y 22.https://blog.twitter.com/2013/survey-how-small-and-medium-sized-businesses-benefit-from-their-twitter-presence

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Team photo credit: Hillary Burgess Booklet designed by: Ryan Muenchow

Rachel DeWaard - Account ExecutiveAngela Carollo - Account ExecutiveErin Hanner - IP Director, Presentor

Dominique DiPiazza - IP Team, PresentorAndrea Tarrant - Research Director, Presentor

Andrew Wernette - Creative Director, PresentorSean Murphy - IP Team, Presentor

Arturo Garcia - Communications, Alt. PresentorLuke Neumann - Communication Director

Casey Tomak - CommunicationsAshton Huzarski - Creative Team

Chloe Jorae - Creative TeamDillon Platto - Creative Team

Jessica Yakima - Research TeamJosh Sasek - Research Team

Jordan Vander Bok - Research Team