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 for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • 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.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

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. Summer Fridays

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  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?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.