WASHINGTON DC – For the 41st annual National Student Advertising Competition (NSAC), the American Advertising Federation (AAF) is excited to announce Mary Kay Inc. as its 2014 client sponsor. Utilizing a force of more than three million Independent Beauty Consultants, Mary Kay is a top beauty brand and direct seller with more than 200 premium products sold in more than 35 countries around the world.
The NSAC requires AAF college chapter members to develop a 26-page marketing campaign and a 20-minute presentation in response to a real-world case study co-authored by the Mary Kay marketing team and the AAF Academic Division. The case study will focus on the Mary Kay brand as it relates to expanding its footprint with the 18-25 year old market with the launch of products designed especially for this age group. Each student team will first participate at the district level and then winning district teams will advance to the semi-finals. From there, eight teams will compete at the final, national round of competition. This national competition will take place in conjunction with AAF’s annual national conference ADMERICA!, which will be held in Boca Raton, Fla., May 28-30, 2014.
“We’ve developed several product lines specifically for the college-age woman, and that’s why we’re so thrilled to partner with the American Advertising Federation and sponsor the National Student Advertising Competition. What better way to expand our footprint with this demographic than to engage some of the brightest and most innovative student marketers in ad clubs across the country,” said Sheryl Adkins-Green, chief marketing officer of Mary Kay Inc. “This year marks Mary Kay’s 50th anniversary and Mary Kay has never looked better. From exciting products to the energy of our independent sales force, Mary Kay has tremendous momentum and we’re more attractive than ever before to this booming millennial market. We’re excited to see Mary Kay through the eyes of the students as they develop strategies and creative ideas to market to their own peer group!”
The AAF has 15 districts with over 200 college chapters. Last year, 148 AAF college chapters competed at the district level, and it is anticipated that that number will increase for 2014.
“Mary Kay is a renowned cosmetic brand with beauty products in over 35 countries around the world. Furthermore, they are one of the most successful direct selling companies in American history. When they agreed to partner with the AAF as a sponsor of the NSAC, we were thrilled to have the opportunity to present our AAF college chapters with a unique case study from such an iconic brand – and a company that has transformed the lives of thousands of women globally,” commented Constance Cannon Frazier, chief operating officer, AAF. “The AAF and Mary Kay are anxious to see what new innovative ideas the students have in store to target the millennial market. Year after year, the quality of work and level of creativity surpasses the previous year, and sponsors have been known to implement the ideas generated by these impressive, high-caliber student teams.”
To learn more about how to start an AAF college chapter and participate in the NSAC, please visit www.aaf.org/education.
About Mary Kay
Irresistible products. Positive community impact. Rewarding opportunity. For 50 years, Mary Kay has offered it all. With 3 million Mary Kay Independent Beauty Consultants and $3 billion in global annual wholesale sales, Mary Kay is a top beauty brand and direct seller in more than 35 markets around the world. To learn more or to locate a Mary Kay Independent Beauty Consultant in your area, please visit marykay.com.
About the American Advertising Federation
The American Advertising Federation (AAF), the nation’s oldest national advertising trade association, and the only association representing all facets of the advertising industry, is headquartered in Washington, D.C. and acts as the “Unifying Voice for Advertising.” The AAF also has 15 district operations, each located in and representing a different region of the nation. The AAF’s membership is comprised of nearly 100 blue chip corporate members comprising the nation’s leading advertisers, advertising agencies and media companies; a national network of nearly 200 local federations, representing 40,000 advertising professionals located in ad communities across the country; and more than 200 AAF college chapters, with over 6,500 student members. The AAF operates a host of programs and initiatives including the Advertising Hall of Fame, the ADDY Awards, the National Student Advertising Competition, the Mosaic Center on Multiculturalism, and summer Ad Camps for high school students in Chicago, Washington and New York.