MomJunction works V-Day angle

BusinessWeek.com's "Working Parents" blog, February 14

BusinessWeek.com's "Working Parents" blog, February 14

Who is your client, and what are its media goals?

Kathleen Zakrzewski: MomJunction.com launched last November as the first full-featured "life tool" for moms. This site allows today's moms to upload pictures, swap advice, and socialize in a fun, easy-to-use online forum. It wanted to raise its profile nationwide and position itself as the ultimate online destination for busy moms.

What made the "Working Parents" blog such a good hit? How did you pitch its editors?

Zakrzewski: Our strategy was to engage the blogging community early and often, and the Working Parents blog is an extremely reputable source of financial, personal technology, and lifestyle information for today's working parents. We approached the editors directly with a Valentine's Day-themed e-mail pitch.

How did you derive a news hook that would interest the editors?

Zakrzewski: We had worked with the MomJunction staff on a nationwide survey and found that 51% of moms said they would forgo flowers, chocolate, and jewelry on Valentine's Day in exchange for 24 hours of free time. We highlighted that angle in our pitch, offering anecdotes and quotes from MomJunction.com execs to complement the full survey report.

Did you have to supply any additional information or arrange interviews with the MomJunction.com executives to secure this placement?

Zakrzewski: No, the survey results and supporting quotes were strong enough to stand on their own, but the timeliness of the survey also contributed to securing this placement. The editors posted the story within an hour of receiving it on the morning of Valentine's Day.

What was the impact of the hit?

Zakrzewski: The article resonated with the readers of BusinessWeek.com's Working Parents blog. As a result, MomJunction.com saw an immediate influx of visitors and members to its site - something of critical importance to a young Web site. This hit contributed to the increased awareness of MomJunction.com among our target audience and was met with high praise from our client.

Name: Kathleen Zakrzewski, strategist, Zer0 to 5ive (Philadelphia)

Placement: BusinessWeek.com's "Working Parents" blog, February 14

Pitch timeline: One day

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