New Nickelodeon site aims to connect with original audience

After 27 years in the children's entertainment business, Nickelodeon is trying to reach that original audience now that they are parents.

After 27 years in the children's entertainment business, Nickelodeon is trying to reach that original audience now that they are parents.

Although some of Nickelodeon's products have reached out to parents in the past, ParentsConnect.com is its first Web site exclusively for that audience. "We really wanted to provide a useful community where they can interact and provide information to each other," said JoAnna Roses, senior director of corporate communications for Nickelodeon/MTVN Kids & Family Group.

Idea: There are 20 "host parents" on the site who provide information to other parents on the best places for certain discussions and moderate the information that is on the site. Nickelodeon selected the host parents based on their life experiences and writing ability. "It's really a community where parents are the experts," said Roses. "Each parent can have a customized home page and their own blog." Parents can get information that is vital to their own kids' age groups. GoCityKids also operates under the ParentsConnect umbrella. That feature allows parents to see events going on in their own communities.

Tools: "We broke it with The New York Times story, and we have been reaching out to trade and business publications," said Roses. "We are really concentrating on getting the brand out there."

Measurement: Nickelodeon is measuring the popularity of the site while it is in public beta by monitoring the number of blog postings and visitors, and will be looking at the traffic for the site once it has gone beyond the beta stage.

Organization:  Nickelodeon/MTVN Kids & Family Group
Campaign:  ParentsConnect.com
PR team:  In-house
Other marketing:  Online media buys, Web ads on Nickjr.com
Launch:  September 18
Budget:  Undisclosed

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