Objective: New Moon Girl Media, creator of a magazine, New Moon Girls, featuring user-generated content by and for girls ages 8 to 12, introduced a new social networking Web site, NewMoonGirls.com, to expand its brand online. The goal was to give girls a place to go online that was “somewhere between Club Penguin and
Facebook,” said Nancy Gruver, founder and CEO of New Moon Girl Media. “We're all about girls: girls' voices, girls' opinions, girls' creativity. What we're doing online is totally consistent with what we've been doing all these years in the magazine.”
Idea: In its marketing, New Moon Girl targets parents, teachers, and other adult influencers, Gruver said. “Girls certainly do tell each other about New Moon, but when we're marketing, we're marketing to parents and teachers,” she added. Working with Elizabeth Cahill of Cahill Media Group, AOR for the site, New Moon
Girl is promoting the message that the site is safe, moderated by adults, and still a place to help girls achieve their full potential. The secure aspect of the site fits with New Moon Girl's mission to provide safe, advertising-free content.
Tools: To reach parents and teachers, New Moon Girl is doing online and print outreach to parenting and family blogs, women's interest titles, and top daily newspapers. The site is also planning an event in early 2009 with a tech company to promote girls getting involved in technology. However, Gruver declined to go into specifics.
Measurement: With more than 15,000 members, New Moon Girl is hoping to increase membership, but first and foremost, Gruver said, it will measure success based on the response from girls.
Company: New Moon Girl Media
Campaign: NewMoonGirls.com
PR Team: Cahill Media Group
Launch: November 12
Budget: Undisclosed
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