Case Study One
SUB-BRANDING
MomStops
Challenge:
Fredericksburg Parent and Family Magazine came to us seeking a way to add to their existing print magazine. While they were already embarking on a multi-media platform with a website and social media efforts their initial thought was to add a mobile app. After working with the magazine to fully identify their needs, we decided the investment in a mobile app was not necessarily the best way to grow the bottom line. The Launch Group took them in a different direction by conceptualizing a sub-brand.
“A Sub-brand can help expand on the existing marketing efforts of a company. It does not necessarily mean there is a new product or service, just a new way to position existing ones in the mind of the consumer”
The Launch:
Growing the Sub-Brand to go Multi-Media:
We conceptualized MomStops as the “go to” label for the most trusted place for moms to do business in the ‘burg. Partnering with B101.5 to have daily radio MomStops tips the concept grew to include a new avenue for social media engagement with “savvy moms on the frontline” and “mid-night feeders” and the addition of the two new sections of print in the monthly magazine, including the digital neighborhood and MomStops map of things to do. The MomStops kids’ channel can also be found on Fredericksburglive.com featuring kid reporters covering events around the ‘burg. MomStops is also now the brand identifying such special events as the B01.5 Family Fun Fest and Kids’ Convention, the Harry Potter Dinner at Capital Ale House and Let’s Play events at Splitsville.
The Bottom Line:
In less then one year’s time, this effective creation and partnering on a sub-brand allowed the Magazine to expand to full multi-media with print, web, social, video, and radio platforms. FPM has gained market share as verified by industry audit and the sub-brand alone has opened up an additional 5 figures of income per year.
