Who We Are
• Specialize in Marketing to Moms
• Work with over 200 national brands
• Help companies develop meaningful conversations,
connections, and communities with Moms
• Reach Moms and engage them in powerful
word-of-mouth programs: Mom Ambassador,
viral marketing across SM platforms,
• Moms take action and recommend your brand
fueling, brand awareness, engagement,
product trial, and sales
• Provide breadth of consulting services including
research, social media strategies, and listening
• Offices in US and Canada
As Social Networks
Proliferate Conversations Shift
Traditional • Top-down messaging
Marketing • One-way conversation
Social • Grassroots messaging
Media • Two-way dialogue
Engaging the Persuasion
Power of Moms
Change Drive to
Sphere of Inﬂuence (SOI) =
Answers Elusive Questions
• What do consumers say about you?
• Where do they say it?
• Who listens to those conversations?
• Do consumers act on their recommendations?
• How extensive is an influencers aggregate reach?
Standard ROI Fails To Take
Author or Expert
• Peer Influence
• Blogger Retreats
• Issues Expert
Age of Kids • Topics Covered
How Does Lindsay Ferrier
Alexa Rank: 125,575
Alexa Rank: 334,256 634,403 Visitors
Alexa Rank: 1,089,037 Alexa Rank: 49,673
Nashville eZine Alexa Rank: 103,265
Alexa Rank: 758,438
Featured Mom Blog Nashville Newspaper
Alexa Rank: 4,073 399 Friends Alexa Rank: 66,483
How do Moms talk about your
brand with others?
Erika is a working Mom who eats 2.2 “I’m sick of feeling like I am running a restaurant
slices with 4g of fiber between the hours at home. So, you like Arnold Dutch Whole
of 7 am and 8 am. Her average grocery Wheat bread? Boy if I could get my daughter
bill is $200 a week. She is 35 years old Emily to eat the same bread for breakfast or
with one tween daughter and expecting sandwiches it would sure simplify things.
her second child. Especially with the baby on the way. There is no
way I am making 5 different types of
sandwiches for lunch!”
Pepsi Beverage Campaigns
150 Mom Ambassadors
March - May 2010
100+ Mom Ambassadors,
April - September 2010
260 Mom Ambassadors
Feb 15 – March 15, 2010
200 Mom Ambassadors,
Feb 15 – March 15, 2010
Mom Ambassador Program
We build a program based on your business
needs and marketing objectives.
We invite Mom Influencers that have a
passion for your brand to participate in
Branded Mom Ambassador Programs. We
work with them over a sustained period of
Influencers are selected based on:
Sphere of influence within the Mom
Community (i.e., additional
communities or social group they
belong to, both online and off)
Interest and passion about brand
We engage them in a range of activities,
customized to meet your business needs.
Measurement: We use a combination of
research to track brand sentiment and
coupon redemption/sales data.
Mom Central Spark
Spark: Where Moms and Brands Connect
Mom Central Spark is an online community that enables brands to
engage directly with Moms.
• Mom Central will aggregate Brand Ambassadors into a private
community, fully hosted and moderated by Mom Central staff.
• Brand Ambassadors will connect with each other and share their experiences
with the product, which will in turn create fodder for reviews on blogs,
websites, and offline word-of-mouth outside of the Spark community.
• Our clients have moderated access to these Moms via polls, online
discussion forums, and direct messages within Spark.
• Our clients use the Spark Community to gather feedback from participating
Moms on product development, marketing, or other key brand initiatives.
• Spark resides on http://www.momcentral.com
Engaged Moms Create a Drive
Over fourteen months, Mom
Central engaged 750 Mom
Ambassadors across 22
markets with national social
media campaigns and live Mom
Results: Online positive
sentiment for Ringling Bros.
increased from 8% to 63%, the
program drove $1MM in sales
attributed to MOM code. New
customers accounted for 70%
of ticket sales.
Stacy DeBroff, Founder & CEO
77 Chapel Street
Newton, MA 02458