Org Chart: Kolcraft adopts social media as key outreach element

Chicago-based Kolcraft, a third-generation family-owned manufacturer of baby products, is charging ahead on its social media efforts. The company began as an infant mattress supplier in 1946, serving post-World War II babies.

Organization: Kolcraft
Team size: 10
What's new: Increased support for an expanded social media presence, as well as engaging a growing mommy blogger audience

Chicago-based Kolcraft, a third-generation family-owned manufacturer of baby products, is charging ahead on its social media efforts. The company began as an infant mattress supplier in 1946, serving post-World War II babies.

In July 2009, Michelle Halm assumed the newly created marcomms manager role. Prior to that, Kolcraft only had marketing managers distinguished by product categories. To better connect with Millennial families, Halm introduced Kolcraft to social media and transitioned its catalog-style website to a more engaging, consumer-friendly platform. Last month, it created a digital media specialist role.

"They wanted to open up avenues of communication," says Halm. "We'd do press releases and the like before, but we never had a real PR campaign and certainly didn't have Facebook, Twitter, and a blog, which we do now. We sought more engagement and one-on-one contact with our consumers because of the aspect of us being a family-owned business - it's from our family to their family."

Newer efforts include engagement of 100 mommy bloggers via Twitter parties and more, as well as a greater focus on the Hispanic market. A 65th anniversary campaign, in the works now, is expected to roll out this summer.

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