2. Who Are Mums in the Know?
• We are 2 Wilmslow based Mums
• Both from advertising backgrounds with over 20yrs
combined experience at Mediavest, Universal McCann,
OMD & MTV
• Vast array of experience working with local advertisers
i.e. Transform medical group to global blue chip
organisations i.e. Sony Playstation
• Even vaster array of experience in being Mums in
Wilmslow, attending kids classes and trying to find
entertainment nearby for our families!
3. Why?
• Mums in the Know formed due to frustration with
current online communities with ‘local’ portals- found
huge gaps in information, accuracy and local empathy
• Poor information aggregation makes knowing ‘what is on
when’ difficult to assess without lots of page scrolling
• Gap to use social media channels to ‘push’ info out to
Mums on a daily basis- smart phone savvy & appreciate/
enjoy communication via Facebook & Twitter
• Clear gap in the market for a truly local mums website &
network with all the detail and all the simplicity to be of
use to families
4. Mums in the Know is:
• A site which acts as an information hub to family life in Wilmslow
(information is aggregated by day of week for easier navigation)
• A social network presence which allows us to actively talk to our followers
on a daily basis, reminding them what they can do in the area that day,
and of anything new launching soon. Plus guide to our site to find out
further information.
• A mediator between local mums & local businesses- encouraging
businesses to do more family friendly activities & discounts, and
encouraging mums to get out and about in their local community.
Our solution is much more convenient for time poor mums who are too
busy to search through websites trying to find out what is available in
the area for families.
With our mediator role, we use our increasing local knowledge to create
events with local businesses that mums want to attend
5. Our Ethos
‘Created by local Mums, we are here to make
mums lives easier and kids lives fun! We detect
what's on in the local area and provide daily
inspiration for families’
6. We’re Growing!
• www.mumsintheknow.co.uk is now a
navigational homepage where Mums can
choose the local area they want to look at
• So far we have Wilmslow & Alderley Edge,
Bramhall, Hale & Heaton Moor up and running
• Shortly Didsbury, Bollington, Knutsford, Fleet
& Macclesfield will be coming live too.
7.
8. There’s Something About Wilmslow…
• Wilmslow is a generally affluent area
• The majority of families live in houses they have
bought rather than rent
• % Kids qualifying for free school meals is significantly
lower than the national average
• Very much broadsheet and glossy mag territory
• Those living in this area want to make the most of
their leisure time and are gym members, skiing
holiday takers etc
9. Who is the Mums in the Know
Wilmslow Mum?
• Takes pride in her own & her families
appearance
• Has a 3/4bed semi or detached house
• Has a BMW 3 series & aspires to a Range
Rover
• From a middle management to
professional background- taking a career
break/working part time to raise the kids
• Husband in middle to senior management
• Careful with money management
• Likes to be in the know
• Enjoys the local celeb spotting
• Loves a bargain, but might not tell you
what she paid!
14. More about the portal:
• Here we publish content either:
– Created by us about matters of local interest i.e.
Wilmslow Mum Spotlight
– Guest posts about family pertinent topics i.e
entrance exam prep, Top 10 toy countdowns
– Co created posts by us & businesses to promote a
business, event or idea
• We also deliver information in listings categorised as:
Events, Places to go, Clubs & Classes, Kids Parties
& Family Holidays
• An education section is currently being built
15. More about the Social Networks
• We use our twitter & facebook accounts to talk to local mums on a daily
basis & give them ideas on what to do that day
• It is a 2 way communication feed, and as well as giving mums local
information in a convenient form, we can also listen to their feedback &
discuss issues.
• We are firmly established as a ‘favourite’ with our followers:
Carla Kompany: ‘out of all the accounts I have followed on Twitter, Mums in
the Know is my best- so much info!!!’
Nicola (on Facebook) ‘Hey Alex its a great idea u Hav going on here well
done i hope everything works out. Im always interested to see wot i can
do with Noah. A few of us tried wild things in bramhall last Monday it was
fab the kids and adults really enjoyed it. We would Hav never known
about it if it wasn't for u! Thanku x
Unlike Like · · about an hour ago
16. And not forgetting.. Our Database
• Our email database is growing steadily and now
includes over 200 local Mums- so we can promote
content to them in a more direct & targeted fashion
• Our database has proven highly responsive and we
have filled events by just emailing our database
about them with no further promotion required
18. How Can We Work With You..
• Site Listing
Promo Tweets
• Site Advert
• Site Blog Amplified by
• Site Sponsorship
Promo FB posts
• Sponsored emails to our database
• We also:
-create family events & promote them for advertisers
-help fill new classes via promotion to our network
-recruit our mums for focus groups and research
panels
19. CASE STUDIES
• Pizza Express Wilmslow
Ongoing partnership to create family events. The objective being to bring
potential customers into the restaurant at times when the restaurant was not
making any revenue (pre 1200.) But also to establish Pizza Express as family
friendly part of the community and do something fun for them
We created, promoted & ran a series of coffee morning/ events:
Dough Nuts (Oct)- c. 40 Mums & Kids in attendance. SOLD OUT
The SnowBall (Dec)- c. 55 Mums & Kids in attendance. SOLD OUT
Relax Kids (Jan)- c. 40 Mums & Kids in attendance. SOLD OUT
‘We love working with Mums in the Know. They have brought custom into our
restaurant at a time when we are usually empty, but more importantly they
have established us as a part of the local, family community. They are
professional, thorough and fun to work with, and we look forward to our next
event together’
Sarah Price, Manager of Pizza Express Wilmslow
20. CASE STUDIES
• Acorn Academy
Acorn was struggling to gain momentum as a new class in a busy
environment. We marketed a free taster trial session to our
community and filled 2 sessions-bringing a potential 35 new
attendees to the class.
‘It was fantastic of Mums in the Know to help me out- I was amazed
how many new leads they generated for me. It really helped me
establish my new classes,’ head of Acorn Academy
21. And another thing…
• Many local advertisers targeting mums use traditional
media to promote their proposition i.e. free family
magazines, local newspapers, message boards etc
• Unfortunately, they have long lead times so messages
are often out of date and look unprofessional when the
magazine is finally published
• They are a cluttered environment & have diminishing
returns in terms of responsiveness.
• They are generally unaccountable in terms of the
demonstrable results they acheive for advertisers
• They are expensive! (with those advertisers who try to
monitor performance quoting a cost per lead of c.£40)
22. • By comparison we are agile, and can change messages and
approaches on behalf of our advertisers minute by minute
• We are MUCH, MUCH cheaper!
• We are accountable so we can assess whether a campaign
has worked effectively and rationalise planning going
forward based on results.
• We are responsive- our campaigns so far have delivered
unprecedented conversion rates of online impacts to real
time brand advocates
• Most importantly, we are committed to a collaborative
approach and to ensuring those advertising with us achieve
success.
