The Mary Kay Foundation℠ Site Gets A Makeover!
At the end of 2016, a team of Mary Kay employees was offered the opportunity to give back to The Mary Kay Foundation℠ in a very special way.
In an effort to make The Mary Kay Foundation℠ website more user-friendly, modern and compatible with multiple devices, an initiative was launched to “makeover” the site. With little more than a 6-month timeline, a small team of Mary Kay team members, led by Paul Jones, volunteered their time to take on the task of relaunching the site in time for U.S. Seminar. Partners from Corporate Digital Marketing, Global Creative, IST and members of The Mary Kay Foundation℠ team worked diligently to produce a best-in-class user experience to yield higher traffic to the site, increase The Mary Kay Foundation’s℠ SEO ranking and, most importantly, to increase incoming donations.
Working with the existing website content, the team analyzed top foundations to leverage the most impactful format. With the incredible work being accomplished through The Mary Kay Foundation’s℠ Cancer Research and Domestic Violence Shelter Grant Programs, we aimed to incorporate a more emotional component by bringing stories of those impacted by cancer and domestic violence to the forefront. By weaving in a stronger storytelling element, the team was able to elevate those personally touched by the work of the Foundation and make a stronger appeal to potential donors.
In addition to stories of individuals impacted, we also wanted to showcase the fantastic work being done by the Ambassadors of the Foundation. These ladies, many of whom are members of the independent sales force, regularly hold fundraisers and other events to support the work of the Foundation, selflessly donating countless hours of their time as well as financial contributions. In addition to calling out the Ambassador program in a larger way, we were also able to highlight a statistic The Mary Kay Foundation℠ is particularly proud of – 97% of every dollar donated to the Foundation goes directly to funding programs and research! This is no small feat and something we feature prominently throughout the site, particularly when each user hovers over the Donate button.
Working with both our internal talent and our corporate digital agency, Valtech (which also donated their time to offer support), we were able to develop a beautifully compelling design, intuitive navigation and the ability to track analytics in a more targeted way. Working in close partnership with The Mary Kay Foundation℠ Board of Directors, the team was able to utilize their collective experience and expertise to deliver a site that is innovative, useful and engaging. Of all the projects I’ve worked on in my nearly five years at Mary Kay, this has been one of the most fun, collaborative and rewarding experiences. Along with my team members, we are excited to see the reception of the new site by the independent sales force at Seminar, and as it launches to the public today. Please visit www.marykayfoundation.org
and let us know your thoughts on the new site in the comments below!
Employees on the team:
Paul Jones – project sponsor
Katharine Fife – Digital Marketing team lead
Renee Short – Creative team lead
Melanie Pile – Art director
Stephanie Potter – Creative project manager
William Howell – Mary Kay Foundation team lead
Sunni Goldberg – Digital marketing and technical advisor
Kevin Merritt - Technical advisor and support
Sean Graham – Technical advisor and support
Jennifer Cook – Mary Kay Foundation advisor
Brian Shelton – Analytics advisor
Marci Burns – Analytics advisor
Katharine Fife joined Mary Kay four and a half years ago and serves as Manager of Consumer Digital Marketing and Merchandising, leading the global ecommerce platform, web content and merchandising strategy. Outside of work, Katharine loves spending time with her husband of four years, volunteering with the Junior League of Dallas and spending time with her two rescue cats and two Boston Terriers.
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