the body shop marketing campaign

THE BODY SHOP

QMAC 2012 Challenge Prepared by: Chester Lau, Elliot Seetner

Queen’s University 11/25/2011

Chester Lau, Elliot Seetner QMAC 2012 Challenge

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Table of Contents

Key Issues at Hand – 3

The Overarching Objective: What Needs to be Accomplished Page 3

The Brand Plan: Revitalizing The Body Shop Page 3 – 5

Connecting to the Target Market; Driving New Business Page 5 – 7

The Marketing Levers of Love Your Body. Love Your Community. Page 7 – 9

The Marketing Levers of Lips for Love Page 9 – 10

Implementation and Financial Analysis Page 11

Revitalizing The Body Shop Page 11

Appendix Page 12 – 15


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The Key Issues at Hand

After a thorough analysis of the case and the provided appendices, the following key issues were

identified for The Body Shop (TBS) to address going forward. The key issues are as follows, and are listed

in order of priority:

Incoherent brand message has begun to confuse current and potential customers

Brand relevance has deteriorated among target consumers

Perceived lack of product assortment among target consumers

Sales promotion tactics focused on short-term profits have become detrimental to TBS’s brand

An emotionally disconnected website has had difficulty in gaining ecommerce traction

Though all of the above issues should be addressed going forward, we believe that the first two are of

paramount importance; therefore, we have chosen to specifically focus on those two issues within this

marketing proposal. Ultimately, through our recommended marketing initiatives, TBS will be able to

reposition themselves competitively to drive new business from the target consumer. In the following

table, you will find a detailed rationale along with key justifications for choosing the two issues

addressed in this report.

Issue Rationale and Justification

Incoherent brand

message has begun to confuse

current and potential

customers

Currently, TBS has very strong imagery and statements on its core values both in stores and online. However, as the brand tried to communicate these values on too many of its products, TBS’s brand story became convoluted, and this began to confuse consumers in an over-crowded in-store experience. This cluttered brand message in stores has also translated to an overly saturated website that does not effectively communicate TBS’s brand message.

The disconnect between TBS’s values and the consumers’ perception of TBS is best illustrated on slide 10 of the first appendix given with the case. This depicts that the consumers perceive TBS as a brand that is mostly representative of gift giving, and not of the values they truly stand for: protecting the environment, promoting self-esteem, etc.

Aside from the miscommunicated brand values, TBS acquired a strong discount and sales promotion strategy as a regular marketing tactic to compete head on with Bath and Body Works (BBW). As discounting became a key commodity in thrusting TBS’s sales going forward, the brand image of TBS began to erode, and over the long term, in-store traffic and average transaction value continued to diminish.

Brand Relevance has Deteriorated

Amongst Target

Consumers

Currently, TBS brand enjoys 98% brand awareness from Canadian consumers at large; however, consumers have begun to defect from the brand in recent years. The insight from this is that TBS has had difficulty in translating brand awareness into brand relevance by failing to proactively communicate and interact with its consumers in a meaningful way.

A key quote that summarizes this key issue is found on slide 55 of “A Journey Towards Understanding the Canadian TBS Customers”:


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o “I still have positive perceptions of TBS but there is nothing to keep me engaged or interested anymore.”

Furthermore, slide 59 of the same presentation states that “28% of current Body Shop customers in Canada are unsure how or if the brand has evolved, and 19% do not think the brand has evolved during the 00s”.

In addition, slide 64 highlights that 65% of current TBS customers believe that the brand is trendy, versus only 46% of lapsed customers. The inherent insight in this statistic is that consumers are very fickle. TBS needs to capture the constant attention of their customers if they wish to increase both their brand visibility and relevance.

The Overarching Objective: What Needs to be Accomplished

TBS currently has several objectives that need to be accomplished within the timeframe of six months; however, our marketing campaign focuses on a specific objective that, if met, will provide the necessary support to ultimately drive the other objectives TBS wants to achieve. Primary Objective Going Forward The primary objective TBS must meet in the six month timeline is twofold. TBS must re-communicate its lost values to the target market since these values have been miscommunicated and have become convoluted over the past few years. Furthermore, after these values have been communicated effectively and clearly to the target market, TBS must reinvigorate its brand to reposition itself as a relevant and emotionally connected brand to its current and potential customers. The Effects of Achieving the Primary Objective Ultimately, once the primary objective has been achieved, this will provide the necessary brand platform TBS needs to drive its target market to perceive TBS as a fun place to shop, to think of TBS as a “cool” brand, and to ultimately re-engage and drive curiosity in TBS’s product lines. Please view Exhibit 1 in the appendix to view a graphic depiction of how achieving these objectives will drive performance for TBS.

The Brand Plan: Revitalizing The Body Shop

Overview of the Rebranding Plan and its Various Components

TBS has always stood for its various values: activating self-esteem in women, protecting the

environment, being against animal testing, protecting human rights, and promoting community fair

trade. The issue, however, is that these values have not been communicated clearly to the target market,

and the communication has also not been visible. Our campaign will focus on re-communicating these

core values clearly and effectively over a six month timeframe in a visible way so TBS can revitalize its

brand in the minds of consumers.


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Re-Communicating: Love Your Body. Love Your Community.

Our marketing campaign will begin immediately at the beginning of July with the launch of TBS’s new

campaign: Love Your Body. Love Your Community (LYBLYC). This campaign will be focused on re-

communicating TBS’s brand values to customers through a series of contests held over a five month

period. Each month will focus on a specific value TBS wishes to communicate. For example, the month

of July will choose to focus specifically on the value of activating self-esteem among women. TBS will

then host an online contest where participants can post either past community initiatives they have

participated in, or an idea for a new initiative that they wish to gain funding for. The initiative must

coincide with the value TBS is promoting at the time – for example, an initiative to protect human rights

must be posted during the month that TBS is also highlighting that specific core value. Consumers can

then vote online for whichever ideas they think deserve TBS’s funding. At the end of the month, TBS will

announce the winner and donate $10,000 towards their initiative. Furthermore, TBS will profile the

winner at the store, and online through their website and social media channels such as Facebook. This

is simply a general overview of the LYBLYC campaign; a more detailed explanation of this campaign can

be found in the marketing levers section on pages 7-9.

Reinvigorating: Lips for Love

The LYBLYC campaign will end in the middle of November, leaving time for a final marketing campaign to

end 2012. After the first campaign, TBS will have achieved its objective of communicating the brand’s

core values in a clearer manner to its target market. With a more coherent brand message, TBS will now

be positioned for a campaign that drives attention and relevance in the lives of its consumers. Over the

course of the first five months, TBS will have focused on reaffirming the alignment of their core values

with the core values of its customers. Now, it is time for TBS to reinvigorate its brand, and ultimately

show consumers what it can do for them and the greater community. Thus begins the launch of the Lips

for Love campaign.

This campaign will serve to reinstate TBS’s brand presence in the minds of consumers, and help to drive

magnetism towards the brand for current, lapsed, and potential customers. Lips for Love will also

reinforce the fact that TBS believes business can be a force for positive change, and that a company can

still be profit driven while contributing to the local and global community. Starting mid-November, TBS

will launch its Lips for Love campaign by giving away one free lipstick to all of its new Love Your Body

loyalty cardholders. The lipstick will be a vibrant fire-engine red color to attract the attention that is

necessary for this campaign to unfold. LYB members will then be notified that if they enter any of TBS

stores wearing the lipstick, they will be awarded 20% off their entire purchase. LYB members are initially

targeted for the campaign because they are already loyal customers of TBS, and they are the perfect

customers to begin the viral Christmas trend of wearing TBS’s fire engine red lipstick.

Once LYB members are brought into the store, they will be made aware of the primary focus of the

campaign: the donation of makeup gift baskets to families in need. Every week, TBS will document

through various mediums how many gift baskets are being given away to these families. Ultimately, this

campaign will also gain the attention of local media outlets for additional promotion. The Lips for Love


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campaign will have additional marketing activities that TBS will leverage, but please refer to the

marketing levers section for these additional details on pages 9-10.

TBS is a company of traditions. They were the first retailer to speak out on self-esteem issues, and the

one to pioneer the practice of community fair trade. December 2012 will be the perfect opportunity for

TBS to launch its new tradition, the Lips for Love campaign. It will be known as a time for people to come

together and bring awareness to the act of gift giving to people in need at a time when generosity

should be valued and promoted. This campaign is not a one-time event; rather, it will grow and become

a cultural icon rivaling that of Movember. Ultimately, Lips for Love will provide the necessary impact on

customers to no longer think of TBS as an unsophisticated brand that has not grown with them, but as

an innovator and community leader that has always promoted the values it stood for. Through Lips for

Love, TBS will continue to show its traditions in unique and meaningful ways that transcend the

boundaries of time.

Connecting to the Target Market; Driving New Business

The Main Insight: Connecting to the Target Market

The main target market of this case has been described as a female 19 year-old university student. She is

involved with her local community, and conscious of the world around her; therefore, she will want to

purchase from a brand that is also involved with their community, and has the same values as her.

Through the LYBLYC campaign, the target consumer will realize that the values of TBS are exactly aligned

with hers through the contests that are hosted each month. She will be aware of these contests as they

will be marketed on various media channels she frequents. To reiterate, the problem is not that TBS has

never stood for its values; it is that it has not communicated these values effectively to its target market.

Furthermore, the target market of TBS is very fickle, and for TBS to remain relevant in the target

market’s mindset, it must proactively attract and retain their attention. Lips for Love does this by being

an exciting campaign that re-invokes TBS as a company that starts new traditions for the greater good of

the community. Since the target customer is active in her community, she will feel excited to take part in

the movement TBS is initiating. Furthermore, Lips for Love aims to retain the attention of the target

market since the campaign is meant to last several years as a cultural tradition – helping to keep TBS as

a relevant brand for years to come.

Driving New Business: Love Your Body. Love Your Community.

The timing of LYBLYC will have each specific value-focused campaign timed to be one month long. The

timing of the campaign events are cadenced specifically to capitalize on the behavioral frequency in

which customers of TBS purchase their products. Slide 12 of one of the appendices given titled Price

optimization of TBS products in Canada has provided us with the necessary insight in making this

decision. On average, customers are purchasing items between eight to twelve times each year. This

means that they visit TBS once every one to two months. TBS needs to capitalize on the fact that

customers visit their store either monthly or bi-monthly, and by having their value-driven campaigns


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timed as recommended, this will create the sense that the stores are constantly changing. Ultimately,

having a constantly changing store dynamic will create curiosity among customers, and drive repeat

purchases at greater frequencies.

Furthermore, according to the appendix titled A Journey Towards Understanding the Canadian TBS

Customers, there were several insights that provided additional evidence for the strength of the LYBLYC

campaign. One of the latent brand drivers of TBS is being a provocative leader of the community. With

the LYBLYC campaign, TBS will reposition itself and be seen as a community leader through its funding

support of the fantastic community initiatives people are advocating for. Furthermore, a key in driving

purchases includes reinforcing the environmental and ethical aspects of the brand as these naturally fit

with the current customers’ own life priorities. The LYBLYC campaign achieves this in an effective

manner that emphasizes one specific value so the customer is not confused by an over-saturation of

messages. In addition, the LYBLYC focuses heavily on electronic touch points of the customer since one

of the main barriers of TBS brand is the accessibility of the stores. Online mediums will help bridge the

communication gap many targeted customers are facing, and increase communication and interaction

between them and TBS. Ultimately, this will not only drive online social activity between the customer

and TBS, but online sales through TBS’s ecommerce platform.

Driving New Business: Lips for Love

The success of the Lips for Love campaign will be directly related to the timing of the initiative since it is

slated to span the duration of the holiday season. The holiday season business is critically important in

Canada, with 12% of TBS’s overall business in premade gifts, and 60% of those premade gifts occurring

in the last four weeks of the year. Slide 63 of A Journey Towards Understanding the Canadian TBS

Customers provides evidence that gift giving is a key motivation for customers to buy at TBS.

Furthermore, occasions for gifts to be bought specifically from TBS by their loyal customers are at their

maximum during the Christmas season, with 54% of family gifts, and 49% of friend’s gifts purchased at

this time. The Lips for Love campaign will directly capitalize on the increased frequency of gift

purchasing during the Christmas season, and seek to further stimulate purchasing with the 20% discount

for wearing the promotional lipstick.

Furthermore, a unique aspect of the Lips for Love campaign is that it focuses on specifically driving sales

for makeup. With the community initiative aspect of the Lips for Love campaign (i.e. purchases of

makeup will spur donations made to families in need) TBS’s makeup products were specifically chosen

since they have never had enough visibility among consumers. The campaign focuses on specifically

driving makeup sales to shape it towards becoming TBS’s key differentiator against big competitors like

BBW. The campaign will increase awareness of the makeup line primarily through the red lipstick

adorned on the lips of consumers and TBS’s sales associates. Ultimately, this campaign will also

showcase that TBS is an evolving brand that continues to innovate its product line for its consumers.

This brings TBS to another key driver of sales from the Lips for Love campaign. According to the second

appendices provided in the case, one of the main brand barriers TBS currently faces is its lack of

storytelling. Lips for Love is an ideal way for TBS to start a new story of giving back to the community


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and empowering consumers to take part in the process. Consumers will not only feel more connected to

their communities and ultimately TBS, but it will also help break down a second barrier TBS faces:

visibility and the lack of word-of-mouth advertising. The campaign encourages visible advocacy of the

brand by having people walk around with their brightly colored red lips. TBS will no longer be just a

closet brand that is not talked about, seen, or heard, but a brand that is confidently expressed on the

faces of customers.

The Christmas of 2012 will be the start of the new Lips for Love tradition. Red lips will not only embody

TBS’s brand reinvention, but will also act as a symbol for consumer participation in a new cultural

movement. This movement will be entirely driven by consumers who want to help change the world,

and allow less fortunate women to highlight their beauty. Apathy will no longer be a word consumers

associate with TBS. In fact, TBS will be known as an innovator, and craftsmen of culture in the eyes of

consumers who see value in TBS’s vision of touching people’s lives every day.

The Marketing Levers of Love Your Body. Love Your Community.

Public Relations

To begin the five month period by publicizing the campaign, TBS should sponsor and attend the

MyCharityConnects1 Conference in Toronto. This conference has been held every year at the beginning

of June since 2009, and has seen attendees of over 200 charities and not-for-profits each year. The

conference is aimed at educating attendees about online and social media fundraising. Many of these

attendees will be interested in TBS values and the possibility to receive $10,000 for their own charity

program. By sponsoring the conference – perhaps sponsor a meal or other related event – and making a

short presentation, TBS will be communicating its interest in charity to the public and will likely

stimulate participation in the LYBLYC contests. No other specific public relations activities are

recommended; however, we expect much of our campaigns to produce other related public relations

awareness through the media attention garnered over the six month period.

Social Media

Our recommendations for social media include the integration of Facebook, Twitter and YouTube. The

goal is to leverage the unique value of each medium to support the actual campaign and create a

dynamic experience for customers.

The primary task of TBS’s Canadian Facebook page is to promote awareness of the given month's value.

TBS can do this by posting news articles relating to the issue, posting videos (originally posted to

YouTube) of TBS's history of activities relating to the issue, and posting information about certain

products that TBS sells that specifically relate to the issue. For example, in month five, which will focus

on community fair trade, TBS can post the story of trading shea butter with women in Ghana.

1 "MyCharityConnects 2012." My Charity Connects. CanadaHelps.org. Web. Nov. 2011.

<http://mycharityconnects.org/2012conference>.


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Additionally, TBS should post messages publicizing and explaining the contest of the month with a link to

the contest page. We recommend this contest page to be part of thebodyshop.ca website to avoid too

much information being displayed on the Facebook page.

In terms of YouTube, we recommend that TBS Canada launches its own YouTube channel. This channel

will be needed for the posting of videos relating to the company's historical participation in the month's

value that is being promoted. For example, for focusing on animal testing in month three, TBS can

release a video outlining the 'Lifetime Achievement Award' that the company received from the RSPCA

in the UK in 2009. These videos will solidify the brand's image as an ethical beauty retailer and hopefully

inspire people to care about the cause and participate in the contest. The YouTube channel for TBS

Canada will also be helpful for future promotional videos TBS will need to have in proactively managing

their online presence with its customers. Furthermore, since TBS currently has a UK and US YouTube

channel, we feel it is necessary to create a Canadian one to support Canada-specific marketing.

The final social media recommendation is for TBS to use Twitter to tweet comments on proposal

submissions throughout the month. This will communicate how interested the company is in the charity

ideas the community is putting forth and further engage participants and viewers of the contest. These

tweets should be linked to the contest pages on both Facebook and TBS’s website, which should both

serve as the main platforms for much of the campaign.

In-Store Events / Promotions

To fully engage customers, it is important that the LYBLYC initiative is visible on all fronts. We consider

the in-store events and promotion to be one of the most important touch points with customers. If

effective, these tactics will directly influence store traffic and sales.

For storefront window displays, TBS will place large posters with a picture and tagline that reflect the

month's theme; each month this poster will change. For example, in month one, a picture of a woman

with the phrase "I love me" will express the cause of activating self-esteem in females (Please view

Exhibit 2 for a prototype of this poster).

Inside all stores, a floor-to-ceiling banner will be hung from the ceiling near the entrance. The banner

will include a rectangle for each of the five months, with a title on top of each (for example, on top of

rectangle one, there will be the title "Animal Testing"). At the end of each month, after TBS has granted

$10,000 to the winning proposal, the winner's photo will be added to the square relating to that month.

Next to the photo will be a brief biography and an explanation of their charity plan (Please view Exhibit 3

for a prototype banner). This will require a new banner to be printed each month, with the additional

winner. These banners will help publicize the campaign, glorify the winners, and bring the charity

contest experience into the stores.

To complete the in-store experience, all sales representatives must become very knowledgeable about

the month's issue and how TBS has been an active advocate in it. When dealing with customers, they

must be encouraged to communicate this knowledge. This will allow sales people to fully embody TBS's

values and foster a differentiated, positive association in the minds of customers.


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Community Advertising

To further publicize the campaign and specifically the contests each month, TBS should place posters in

community centres (such as the YMCA, churches, and university athletic centres). This marketing tactic

will substantiate the brand's image as a grassroots retailer and encourage more participation in

communities.

The Marketing Levers of Lips for Love

Advertising

While billboard advertising is not a typical marketing tactic of grassroots campaigns like the ones

outlined in this report, we believe it is vital in stimulating the mass popular involvement necessary for

Lips for Love. The Lips for Love billboards will be simple and arouse curiosity in viewers (Please view

Exhibit 4). These billboards will be placed in high-traffic areas in the metropolitan centres of Vancouver,

Calgary, Toronto, Ottawa, and Montreal. Their purpose is to drive awareness for the campaign and

intrigue viewers with the brand.

Digital Marketing

To further promote Lips for Love, we recommend TBS to alter their Canadian website landing page

during the campaign. Before entering the site, the entire window should fade to the same image as the

billboards. As the website has a wider reach than billboards, this altered landing page will effectively

increase awareness for the initiative.

Social Media

TBS will be donating gift baskets to The Salvation Army among other charities every week during this

campaign (more information on the donation process is under “in-store events/promotion"). At that

time, the company should film women receiving the makeup gift baskets and expressing their

excitement. These videos can be posted on TBS Canada's YouTube channel as well as the Facebook page

to allow customers to actually see the tangible results of the initiative.

In-Store Events / Promotion

Once again, we find it vital that the entire marketing campaign is brought together in the stores of TBS

across Canada. To communicate the transition from the LYBLYC campaign to Lips for Love, all 116 stores

across Canada must replace the pictures in their storefront windows. The new pictures will be the same

idea as the billboard image described previously. The reasoning for this consistency is to provide a clear

and concise image for consumers during a time of rampant Christmas advertising. The simple and

provocative image of TBS’s Lips for Love campaign will help to differentiate the brand during the holiday

season.


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The actual makeup donation process will be highlighted in the stores. For every $75 of makeup product

sales, TBS will donate one gift basket to organizations like The Salvation Army. It is important to note

that we recommend this $75 amount to be cumulative among all sales; this way, there is no pressure

placed on customers to individually spend that amount. However, the fact that customers’ makeup

purchases will contribute to the donations will act as an incentive to drive sales. Furthermore, to exhibit

to customers the number of gift baskets donated, we suggest setting up a large chalkboard behind the

cashiers in each store. At the end of each business day, the store manager will update the total number

of makeup gift baskets to be donated by TBS. These chalkboards will add to the dynamic store

experience and communicate the pride the company has in the initiative.

The next in-store recommendation and all the recommendations following are aimed at fostering

community support for TBS's donations via the wearing of fire-engine red lipstick. Similar to poppies

worn before and during Remembrance Day and moustaches grown during Movember, bright red lipstick

is a way for the public to express their approval and respect for the Lips for Love initiative. Most

importantly, it is a reason to get excited about the brand in an unconventional way that is trendy. We

recommend a number of tactics to stimulate participation in this December lipstick practice.

First, all female sales representatives in all stores across Canada must wear the fire-engine red lipstick.

As the majority of these workers are in the same demographic as TBS's target market, this is a proactive

way to encourage other women to participate. Next, TBS will launch a Lips for Love discount for all

women who walk into stores wearing the lipstick. This discount will be 20% off their entire purchase and

is a stronger way of motivating the public to become involved in the movement and to visit the stores.

Customer Relationship Management

To increase loyalty program members and to further trigger participation in Lips for Love, we

recommend complimentary fire-engine red lipstick given to new members during the campaign period.

This will act as an incentive to join the Love Your Body loyalty program and to wear the lipstick. The

package of this lipstick will have an explanation of the initiative.

Finally, TBS should randomly send representatives to walk around high-traffic areas in the five

metropolitan Canadian cities mentioned before throughout the campaign period. An example would be

Dundas Square in Toronto, or Robson Street in Vancouver. These representatives will spot random

individuals wearing fire-engine red lipstick in public and give them a $10 gift card to TBS. This part of the

campaign will be known as “Spotting Lips for Love” and will be promoted through the social media

mediums previously mentioned. This tactic will further encourage public involvement, generate even

more brand excitement, and likely attract media attention.


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Implementation and Financial Analysis

Love Your Body. Love Your Community.

The LYBLYC campaign will be initiated on the first day of July 2012, and will last until November 16th.

Each new value and each new contest will be initiated on the first day of each month, lasting for the

duration of the month. This will make it easy for customers to keep track of the campaign. However, the

fifth month, promoting community fair trade, must be shortened to just over two weeks. This is to leave

room for our second campaign which relates to the winter holiday season (Please view Exhibit 5 for a

Gantt chart outlining our implementation).

We expect a total cost of $243,000 for this campaign, with the most significant expense being the

storefront window displays (Please view Exhibit 6 for a detailed budget).

Lips for Love

The Lips for Love campaign will begin on the weekend of November 17th, 2012 and last until the end of

Christmas. Donations will be given to charitable organizations every week based on the week's makeup

sales across Canada. Chalkboards in stores will post a total amount of gift baskets given in addition to

gift baskets planned to be given each week (Please view Exhibit 5 for a Gantt chart).

We expect a total cost of $730,700 for this campaign, with the largest expenses being the billboard

advertisements, and lipsticks given away to new loyalty card members (Please view Exhibit 6 for a

detailed budget).

Revitalizing The Body Shop

Our proposed plan will help transform The Body Shop into a coherent and relevant brand. By promoting

the company's core values and engaging the public in charitable acts, the brand will once again be

differentiated as the number one ethical and natural beauty retailer. Together, the LYBLYC and the Lips

for Love campaigns will drive the target market to feel connected to the brand, be intrigued by the

brand, and perceive the brand as an active ambassador for social change.

We want The Body Shop to continue to touch people's lives every day.


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Appendix

Exhibit 1: Driving the Goals of TBS

Exhibit 2: Storefront Poster of TBS Depicting the Self-Esteem Value of the Month

Primary Objective

• Re-communicate TBS's lost values to the target market

• Reinvigorate TBS's brand in the minds of its current and potential customers to regain relevance

Provides a platform to

• Drive the target market to perce TBS stores as a trendy place to shop

• Perceive TBS as a "cool" brand

• Re-engage and drive curiosity for TBS's various product lines

Ultimately, this will

• Increase in-store and online traffic

• Increase brand awareness and mangnetism with the target market

• Increase social media activity between the brand and its customers


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Exhibit 3: Prototype Banner for TBS “Love Your Body. Love Your Community.” Campaign


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Exhibit 4: Lips for Love Campaign Billboard


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Exhibit 5: Implementation Plan

Exhibit 6: Financial Breakdown of Marketing Initiatives

Activity June July August September October November December

Attend MyCharityConnects Conference

Promote activation of self esteem in

women and run a charity contest for this

cause.

Promote protection of the environment

and run a charity contest for this cause.

Communicate opposition to animal

testing and run a charity contest for this

cause.

Promote protection of human rights and

run a charity contest for this cause.

Promote community fair trade and run a

charity contest for this cause.

Run Lips for Love Campaign

2012

Cost Breakdown

10,000.00

50,000.00 $10,000 for each month

67,000.00 $120 banner for 116 stores that have to be changed monthly

116,000.00 $200 photo for 116 stores that have to be changed monthly

243,000.00

320,000.00 $16,000 for 4 areas of 5 cities

240,000.00 $5 (lipstick at cost) for projected 48,000 new loyalty members (16% increase)

23,200.00 $200 storefront poster for 116 stores

140,000.00 $20 (makeup gift baskets at cost) for estimated 7,000 donations

7,500.00 $10 gift card for 25 random people a week in 5 major cities for 6 weeks

730,700.00

973,700.00

Subtotal

Total Plan

Lips for Love

Gift Card Giveaways

Gift Basket Donations

Storefront Display Pictures

Complimentary Lipstick

Billboards

Conference Sponsorship

Storefront Display Pictures

Banners

Charity Grants

Subtotal

Love Your Body. Love your Community.