True to tradition in the fall COMM 441 AD/PR Campaigns class, students formed small advertising agencies to tackle the AAF National Student Advertising Competition case study. Mary Kay cosmetics is the 2014 sponsor of the NSAC, allowing students to develop an in-depth understanding of a direct sales retail model.
Mary Kay has asked AAF student chapters across the nation to develop a plan that connects the brand with female Millennials. Drury students majoring in AD/PR, visual communication, and marketing worked together in the fall semester to gather industry and consumer insights.
Students hosted a focus group interview with Mary Kay beauty consultants to learn more about the brand and the benefits of selling Mary Kay. The class also surveyed members of the target audience across the U.S. to learn about their perceptions of Mary Kay as well as their shopping behaviors. Armed with primary and secondary research, four agencies developed 20-page plans books to showcase their solutions to the Mary Kay challenge. The agencies pitched their ideas to their peers on Dec. 4.
Nearly 25 students have joined Drury’s 2014 AD Team. Students will spend winter break reviewing the books generated by the agencies in the fall AD/PR Campaigns class and will meet in January to determine which ideas should drive the work of the team during the spring semester. Drury will compete in the District 9 NSAC on Friday, April 11 in Kansas City.
The four agencies have put several great ideas on the table. Wish the team luck in pulling together the final campaign proposal!