The power of parenting begins with a community.an awareness campaign developed for yellowbrick.me

Group Members: Warren, Lexy, Matthew, Caroline, Barbara, Maryna

We were asked to:

Drive conversion

Create awareness

Build brand affinity

Campaign Strategy

create awareness

educate target

drive conversion

Situation Analysis

• target market is too broad • overarching message

strategy hasn't been defined • not apparent call to action

Target Market

parents caregivers counselors

what do they have in common?

they strive to be successful parents, caregivers and

educators.

Message Strategy• Incorporate elements of emotional marketing into

our awareness campaign • neuro-imagery shows that when evaluating

brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts).

• For our overarching messaging strategy, we decided to address issues related to parenting and the pace technology is evolving.

• Yellowbrick.me will leg up and bridge that gap for parents, caregivers and counselors (competitive advantage).

Media Plan

• Facebook Sponsored Ads

• Google Adwords

• Yellowbrick.me • Facebook • Twitter • Pinterest • Instagram

• we are looking to leverage shares, mentions, reviews and posts.

Objectives• Produce two articles a week that bring over 50 views

• Engage readers through user reward system

• Drive engagement by producing thought provoking topics that stimulate at least 5 comments on each blog post.

Tactics

Parents need to unplug  

As a babysitter, I have witnessed 

how technology has affected the 

lives of the children that I 

watch. Your children are not the 

same around you as they are their 

babysitter. Sometimes, the 

babysitter doesn’t want to be as 

hard on the children. Maybe they 

will give them some extra tv time 

or let the play with their tablets 

a little longer.  

 

As they grow up, the technology gets more engaging.  

As a babysitter, I have watch some children for date nights, but my 

main focus was the family I have worked for the past seven years. 

When I originally met the family, the oldest girl was in first grade, 

now they are in 7th grade and a freshman in high school. Over the 

past nine years, technology has drastically changed. It is crazy to 

see how dialed into technology these girls are, especially when I 

compare them to how I was when I was their age. 

 

They are dialed in all the time.   

Why are they getting dialed in so soon? Parents 

are giving their children smartphones and other 

devices earlier in life, and these devices are 

often there's, not shared. This allows them to be 

plugged in all the time. Some babysitters may not 

want to take these devices away from the child, 

allowing them almost unlimited access while the 

parents are away. The best thing you can do for 

your children and your babysitter? Take away the 

devices before you go out. This allows the 

children to unplug and engage in more actives that the babysitter did 

at their age.  

Social Media Strategy

Content Calendar

Facebook Ads + Implementation

Evaluation

# of followers on each platform

unique user visits + referral

traffic

audience engagement

Facebook + Clicky analytics

Budget