Marketing to Millennial Moms with Lauren Reed

There was a time when marketing to mothers meant exclusively targeting Baby Boomers and Generation X. However, for businesses or organizations interested in reaching this audience, millennial moms are a group that can no longer be overlooked. As a millennial mother herself, Reed Public Relations founder and president Lauren Reed understands that having great organizational skills, managing time wisely and setting aside moments to relax and enjoy life are all qualities that are required of mothers today. Reed joined us on The Ghidotti Podcast to share her tips for marketing to the expanding audience of millennial moms. 

Understand Your Target Audience

While the strategy for reaching a new audience of mothers may be different, the initial approach remains the same. Before you can ever start reaching millennial moms with blog posts, videos, podcast episodes and other valuable content, you must first understand exactly who you are trying to reach. What is the role of a millennial mother, what are her biggest needs and how can my business or service provide help? These are just a few of the questions that need to be answered to gain a true understanding of your target audience and how to reach them. 

“I’m kind of an old-school PR person and I think that whatever tools and trends we have, it all goes back to the story, the content and knowing your audience and what they are looking for,” Reed said. “As we really dig into those demographics, it becomes less about how we get in front of them and more about the story we’re telling.” 

Meet Them Where They Are

The life of the millennial mother is not for the faint of heart. Much like Reed, millennial moms are often juggling numerous responsibilities for their families and their careers while wearing many different hats along the way. Marketing to millennial moms means understanding the challenging and often chaotic life they live, and developing a strategy to meet them where they are with valuable and relevant content. 

“Something that has really changed over the years is that now millennial moms wear so many different hats,” said Reed. “Even for the mothers who stay at home, it’s not the same as it was twenty years ago. Our kids are so active and there’s always so many different things going on. Parenting feels like much more of a verb today than it did before.” 

Be Intentional With Content

Part of understanding the busy lives of millennial moms and how to meet them where they are is knowing the importance of quality over quantity when it comes to content marketing. Anybody who has gotten lost scrolling through Instagram, Facebook or Twitter knows how easy it can be to spend hours at a time on various social media platforms. However, standing out in the mind of a millennial mom requires more than just a pretty picture or funny video to catch their attention. 

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“Millennial moms don’t have time for that right now,” Reed said. “Because of that, they have very high standards for what they do consume. There’s no mindless scrolling on Instagram or mindless scrolling on Facebook. The content has to be really intentional, thoughtful and make their lives easier.” 

Provide Help

Whether they are running a business like Reed or spending their days as a stay-at-home mom, the life of a millennial mother is fast-paced and constantly moving. From homework and studying to sports practice, dance recitals and other extracurricular activities, there’s always something to do or somewhere to go for millennial moms. That’s why providing help is the easiest and most effective way to stand out from the crowd and develop a connection with the millennial mothers in your target audience. 

“These mothers are just trying to make everything happen and we are all trying to do the best we can, while jumping from thing to thing,” said Reed. “The content millennial moms are looking for is the content that makes their lives easier. It may seem like something simple like sharing a recipe on TikTok, but it makes their life easier. Parenting is a verb these days and we’re going from board meetings to field days, trying to do it all.” 

To learn more from Reed and other leaders, thinkers and innovators from across the country, subscribe to The Ghidotti Podcast and stay tuned for more stories, strategies and new ideas to set your organization apart. 

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring a Senior Account Strategist! 

Senior Account Strategist

As a Senior Account Strategist, you will have expert-level project management skills and proven success with client strategy and relationships. 

Through research and continuous planning, you will integrate market trends, consumer insights and digital marketing-communications analytics into direction and growth opportunities.

You have an eye for viewing the whole picture and organizing micro activity into a holistic approach. In this position, you will play a pivotal role in the discovery process, helping to translate key research and data insights into strategy and presenting opportunities and direction to the client.

You are the Agency’s subject matter expert on your client’s industry, audience, unique challenges and needs. Your work is turning this knowledge into action.

Main Responsibilities

Client Management

  • Play a clear day-to-day role in client communications (Minimum: three clients)
  • Independently lead key client projects/campaigns
  • Advise on strategy, implementation, status and performance of public relations programs
  • Monitor and deliver work plans and activities for clients, largely independently
  • Work with external agencies and vendors to develop and create effective marketing-communications campaigns and strategies and ensure projects are on a budget, to spec and on schedule
  • Work with team members to develop and execute effective customer-focused marketing-communications initiatives via social media and digital platforms
  • Create and analyze key performance metrics and make recommendations for ongoing optimization

Content Creation

  • Research and creation of content largely consisting of press announcements, blog posts, gated content, web copy and thought leadership material
  • Develop and manage client social/digital campaigns, developing an early-stage understanding of overall client strategy

Social Media

  • Be advanced in all social media management and reporting tools such as Sprinklr, Sprout Social, Databox, etc. 
  • Organic social media strategy primarily focused on Linkedin, Twitter, Facebook, YouTube, Instagram and TikTok.

Agency

  • Manage and/or mentor 1-3 junior staff and interns
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate

Performance Metrics

  • Demonstrate industry experience
  • Develop client strategic plans
  • Demonstrate strategic thinking and planning 
  • Counsel clients on challenges and opportunities
  • Is resourceful in finding solutions for your client’s problems

Client Service:

  • Serve as primary client contact on multiple accounts
  • Execute on promised client deliverables
  • Maintain client relationships and annual retention
  • Prepare and manage client budgets and billing
  • Recognize new business opportunities and share with your direct supervisor

Agency Operations:

  • Assist in internal client planning meetings
  • Coordinate team resources for best client outcomes
  • Assist in planning time/resources for accounts (via ClickTime)
  • Assist in marketing the agency via implementation of strategies and tactics

People:

  • Motivate and lead account team members
  • Participate in a 360-degree quarterly and annual review process (with regular feedback loops from the immediate supervisor)

Requirements:

  • Bachelor’s degree or equivalent work experience preferred
  • 5 years of experience in marketing communications, brand strategy and client management
  • Expert project management skills with high attention to detail
  • Experience with inbound/outbound marketing strategies, research and analytics, audience personas, content auditing and planning, consumer journey mapping, website metrics/best practices and strategy recommendations
  • Demonstrated success developing and implementing integrated marketing strategies and campaigns across digital and traditional communications channels
  • Deep knowledge of email, digital marketing, social media marketing and direct marketing
  • Excellent writing and editing skills
  • Deep B2B industry expertise is a plus
  • Entrepreneurial with good business savvy
  • Good presentation skills in front of C-level execs
  • An unflappable, practical, proactive, mature approach
  • Creative, disciplined, curious, organized
  • Analytical and problem-solving skills
  • Not afraid to work hard, be humble, ASK questions and learn new things!

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Work From Wherever Fridays

    Before WFH was a thing, we introduced work from wherever Fridays so our team members can relax in their pajamas before heading into the weekend, while still getting the important things checked off their list.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position