CONNECTING2FAMILIES


Ideas are easy to come by. Refining and implementing the idea is the challenge.


When we first met with Connecting2Families, all that existed was a rough idea and a prototype website. The idea was simple: the internet is full of websites devoted to connecting individuals, but where can a family go when they want to connect to another family? Insert Connecting2Families.com– a website created for families who are looking for new ways to reach out to other families along life’s roller coaster ride. Whether it be similar interests and beliefs or current struggles and circumstances; Connecting2Families is a place to make these connections, build friendships, and share experiences.


Before introducing this new website to the public, the idea had to be cultivated, a cohesive look had to be established, and buy-in from our target audience had to be given. Through rounds of focus groups, we were able to refine the new look as well as the workings of the site. We were also able to determine the advertising “hot buttons” of moms– the key demographic for this website. Through various circumstances that the everyday mother encounters when juggling kids, the home, and life in general– we developed an upbeat campaign that included print, TV, internet advertising and other Social Networking sites.


To create the most impact with our advertising budget, we launched this campaign in the Fresno and Sacramento DMA as our first phase goal was to load the site with users. Upon launching the campaign, first time visitors flocked to the site, garnering triple digit increases each month and above average conversion rates.


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