Great Model Search Promotion

Submitted by MORCOMSJuly 2009

a celebration of black beauty

Non-Disclosure• The contents of this proposal represent creative ideas by professionals

who make their living from the execution of such ideas.• We hope to be awarded the ensuing contract for which these ideas are

offered and look forward to the possibility of working with JPC on this exciting program.

• If we are not selected as the vendor, we trust that JPC will not use or transfer our concepts to another party for execution.

Project Brief

• The JPC challenge:• “Revive JPC flagship brands and reverse their negative

sales trends by updating and implementing the most successful promotion in the brand’s history – the JPC Great Model Search”

• The MORCOMS approach:• To reprise success, JPC needs to reconvene people

who engineered success the first time around…people with non-traditional marketing expertise, contemporary ideas, local relationships, national networks and creative flair!

Objectives• Support sales building with a 360o communications program that

effectively and economically reaches target audience with messages that: • Showcase JPC brands as contemporary products that meet the needs

of today’s discerning consumers• Achieve immediate sales bumps for Ultra Sheen and Gentle Treatment

brands• Drive consumers to OTC sales outlets (ie, Wal-Mart)• Invite consumers to take pride in the JPC legacy• Build a solid platform for multi-year extension

Sharon MorganProject Leader

• Sharon Morgan is nationally recognized as a pioneer in multicultural marketing. With more than 25 years of professional experience around the globe, she has had client relationships with international companies including Wal-Mart, Coca-Cola, McDonald’s, and Mattel Toys. In the beauty industry, she has worked with Maybelline, Luster and Johnson Products. She has also worked on international music festivals; helped launch the careers of major music artists; conceived and executed innumerable integrated marketing campaigns both in the United States and internationally. Based in Chicago, Sharon has spent the last two years as a marketing consultant for the Chicago Department of Public Health, developing programs to promote health and wellness.

• Sharon managed the PR campaign for JPC’s “Classy Curl” brand, which included a “Win-A-Date” with the models national media and in-store promotional tour and worked extensively with Wal-Mart as it reformatted its stores and urban marketing priorities.

• Based in Chicago, Sharon would be the main client contact for this project.

Our team is able to take this project all the way from planning through execution

Angela de JosephProject Media and Production Manager • In the realm of beauty and hair care, Angela de Joseph has done it all.

Starting in 1978 as associate beauty editor for Essence magazine, her upward career path led her to Johnson Products where she was a corporate communications manager, project leader and spokesperson from 1980-1983. She was the founding editor of Sophisticate’s Black Hairstyle and Care Guide; has held major creative leadership roles for Spiegel Direct and Star Marketing; and even led the development of her own hair care product, “African Wonders” natural hair care system. Today, Angela, based in Los Angeles, is director of Arise Community Health Care, a non-profit organization dedicated to teaching people about healthy lifestyles. She continues to work on a project basis on marketing programs for major companies in the film and beauty industries.

• Angela was part of the JPC project team that conceived and executed the original “Great Model Search” and the “From Thriller Girl to Classy Curl,” which took the actress in Michael Jackson’s Thriller video on a successful multi-market publicity tour for the brand.

Ibis DesignCreative Talent

• Founded in 1994, Ibis is a full-service agency specializing in marketing & creative services, strategy and content. Their experience includes planning and execution of a wide range of work for clients in consumer products and services, membership services, corporate communications, community-building and the arts.

• Ibis has done work in past years for Soft Sheen and L'Oreal. Principal, Thriska McKinnor, has also worked with JPC.

• Coupons– Entry form– Promotional offer

• trade ad• consumer ad• Web banner ads• radio ad• collateral materials

– Sell sheet– Shelf talker– End aisle header card– Poster– Window banner

• microsite

Ad concepts and language will be translatable

into French and Spanish

Design Deliverables

What we know about the market• Black women have a legendary, epic interest in their hair and have

always been style leaders.• With three generations of black females in the White House, black

beauty is now being recognized like never before.• The internet is the new “community center” > new media must be

integral to any effective promotion.• The weak economy is driving women back home to satisfy their hair

needs.• Relaxers will never diminish in popularity. • The younger generation does not know the history of JPC and its

brands and are not predisposed to appreciate it.• Beauty pageants are passe > talent contests and reality shows are

TODAY.

The messages we want to convey

BRAND ATTRIBUTES– Affordable– Reliable– Contemporary– Easy to use at home– Celebration of black

beauty = “Discover the beauty in you”

CORPORATE IMAGE

• Uplifting• Aspirational• Confidence building• Positive self esteem• “Black is beautiful”• “We care for your

hair”• JPC is “back in the

black community”

How we see the Great Model Search

• The overarching theme is to produce a program that inspires self confidence in African American women while giving them the opportunity of a lifetime.

• The program will be an integrated promotion of JPC corporate, flagship brands and the model search.

• The main elements are:– Integrated marketing campaign– Retail in-store event market tour– The “big event”, broadcast on TV• 2010 is only the launch year -- we see a multi-year promotion

that grows bigger and better from year-to-year.

The Competition ProcessContest opens February 1, 2010 – Entry deadline is April 30, 2010

ENTRY PROCESS• Entry package to include entrant bio, photos, DVD

and UPC from JPC product)• Entries will be submitted via market tour events, on-

line at project microsite or by US Mail• Finalists will be selected by a committee and

interviewed by telephone

WINNERS• 12 finalists• 1 winner w/2 runner ups• 4 special mention winners

– 18-25– Model mamas– Over 50– Big & beautiful

NOTE: special mentions are also eligible for the top 3

Grand Prize Package• One year JPC modeling contract

– Photo on product packaging and collateral

– Featured in JPC ad campaign– Spokesperson for future contests

• Professional photo portfolio• Magazine and online feature

spread• Scholarship to attend community

college or vocational school• Travel package to Paris• Cash

The Selection CommitteeREVIEW ENTRIES / FIRST CUT / SELECTION OF FINALISTS

• 2X JPC executives• 1X JPC brand manager• 1X JPC ad agency• 1X JPC PR agency• 2X Model search project leaders (Morgan and deJoseph)

SELECTION OF WINNERS / BIG EVENT BROADCAST

• 3X Legendary celebrity models• 1X Notable black photographer• 1X Notable black film producer• 1X Notable male actor (ie, Hill Harper or Morris Chestnut)

Contestant Profile

OFFICIAL CONTEST RULES• 18+• Female• US citizens• No professional modeling

experience prior to JPC contest

• Agree to appear in JPC promotions and advertising

• We want contestants who:– Relax their own hair– Are beautiful in spirit– Have an interesting biography– Are articulate– Have some type of talent– Are role model material– Represent many categories of

African American beauty (young, old, full bodied…)

Media Outreach

Traditional Media• National magazine ads and

media• National “Big Event” TV

broadcast• Local market tour media

(radio ads and PR)

New Media• Create microsite dedicated to the

model search promotion– Provide vehicle for contest participation– Build social network of women who are

interested in modeling– Build database and relationships for continuing

communication with customers– Use as resource for consumer education about

JPC, its products and hair care in general

• Drive traffic to the microsite via ad/pr campaign

• Buy banner ads on key websites• Load market tour pieces on YouTube• Blitz social networking, blogging,

twitter and discussion boards in beauty, hair and African American categories with announcements about promotional activities

Market Tour > In-store• Build 10 market tour schedule that supports marketing priorities for

JPC and retail partners (Wal-Mart & Sally)• Create “Model Magic Beauty Day” event at Wal-Mart

– Promote and accept model contest entries– Do product demonstrations

• how to do your own hair, make up and style tips– Consider beauty products component – produced by cosmetics partner

(ie, Maybelline, Black Opal)– Consider fashion show component – produced by WMT design partner (ie,

Norma Kamali)– Produce uploads for microsite and YouTube

• Install promo teams in selected Sally stores to promote and accept contest entries – no on-site event

• Execute local campaigns to drive in-store traffic– promotional videos (to run on WMT TV)– Radio ads & local PR

The Big EventA celebration of black beauty

• Format = Broadcast worthy extravaganza that presents the finalists, announces the winners and is highlighted by a hair and fashion show and exhibition on the history of Black hair care / the JPC legacy

• Location = California African American Museum• Entertainment = Hot act with a breaking CD (ie, the caliber

of En Vogue, Alicia Keys, Mary J. Blige….)• Comedian = Chris Rock (“Good Hair” film)• TV One broadcast special w/streaming video and online

audience voting• Extra special hook =

– Present first annual “JPC Beautiful Legacy” award to First Lady Michelle Obama, accompanied by a scholarship

Collateral Materials & Promotional Items

• Special offer coupon for purchase of participating brands (ie, cents off, 2 for 1, BOGO…)

• “We care for your hair”– Printed self instruction booklet on relaxing and styling at home– Interactive DVD w/streaming videos and hair care tips linked to

microsite• Sample size product for giveaway at in-store events• Promotional videos (for WMT & YouTube)

TimelinePLANNING (2009)

• August/September– Plan and confirm program details– Handle legal issues / registrations– ID and confirm strategic partners,

including WMT, TV One, local and Big Event co-promoters

– Produce ad creative and collateral– Execute media buys (client to do)– Firm up long lead PR (magazines)

• October/November– Plan big event; recruit celebrities– Organize selection committee and review

procedures

• January– launch PR campaign– Web blitz

EXECUTION (2010)

• February– First print ads appear– commence market tour

• March/April– Market tour ongoing– Local market media development

• May/June– Select finalists and special mention

winners– Full court press on Big Event

execution

• June– Execute big event / broadcast– Media announcement of winners

and post event PR

Budget

Professional Fees• The client stipulated

$75,000 budget will cover planning, development of creative elements and front end set-up for execution.

• Execution is estimated at $120,000 for full time effort by two professionals plus local market teams.

Expenses• Market tour (10 markets)

– $25,000 ($2,500 per market for travel and expenses)

• Big Event Production– $50,000 - can do a first rate show – $125,000 - celebrities and multi-

camera broadcast quality production

Items not included in budget:• media buys• advertising creative fees• collateral material production• promotional item production• Big Event travel expenses

Future Opportunities

• Develop 2011 “On the road” model search reality TV concept for TV One.

• Develop “JPC Great Model Search” for international markets.• Develop online membership based hub where models,

photographers, makeup artists, fashion stylists and hairstylists keep conversations on hair care and beauty going all year round – and receive the benefit of JPC input and expertise.