We know Moms
www.momcentralconsulting.com

Mom Central Consulting
Mom Central Consulting is a leading non-traditional
marketing services agency specializing in Marketing
to Moms. We help companies develop meaningful
conversations, connections and communities with
Moms through word-of-mouth campaigns that activate
passionate Mom networks. They take action and
recommend your brand, fueling brand awareness,
engagement, product trial and sales.
Mom Central works with over 100 brands across
North America. We offer a breadth of consulting
services including research and social media strategy.

Moms Control Household Spending
Moms control
85% of 3.9 million!
household Estimated that moms in
spending! Moms control Canada with
$160 billion in kids under 18!
spending!

Canadian Moms Online

88% of Canadian Moms accessed
the internet in the past week
Canadian Moms spend more time
online each day than with any
other media (3.1hrs)
33% of Moms spend 4 hours or
more online each day.
next
Source: BBM RTS Canada Fall ʼ08

Canadian Moms
Are More Likely* To....
Sign up for a web newsletter
Enter online contests
25% more likely
45% more likely
Respond to online surveys
Contribute to or read a blog
24% more likely
12% more likely
Visit a social networking site
Search out information
42% more likely
15% more likely
* Than population 18+
Source: BBM RTS Canada Fall ʼ08

Moms are connecting and sharing online
30% of Moms visit social networking
sites more than once a day. 70% are
doing so at least once a week. !
64% of Canadian Moms are reading
blogs. !
94% of Moms use the internet to
research products before
purchasing. 44% will ask advice
about a product online. !

Reliability of Media Sources
Q.C7
When thinking about all the different sources of information about products or services you might buy,
how reliable would you say the information is from each of the following sources?

78% of Moms have purchased online
in the last 3 months
Base:
Among those who use the Internet to make online purchases (n=469)
Q.C2
When was the last time you made an online purchase?

Social Media Sites Accessed
Moms who are most likely to visit Facebook at least once a day include those under 35yrs old
(74%), those with two or more children (64%), are homemakers (71%), and have children under
the age of 12 (64%).

Consulting Capabilities
Direct to Brand or in Partnership with Agencies
On Target Marketing Communications:
• Develop targeted marketing communications strategies that complement
existing marketing calendar activities
• Position or re-position brands and/or marketing communications to be relevant
and engaging with Moms
Corporate Partnerships:
• Identify and negotiate partnerships for like-minded brands targeting similar
audiences by combining efforts into a larger integrated campaign resulting in a bigger
impact and engagement with Moms
Business Development Competitive Edge:
•
Increase your chances of winning new business or driving existing client
business by engaging Mom Central in briefings and brainstorm sessions. Mom
Central will provide a fully customized proposal, including strategic direction
and supporting research to back up the plan

Research & Insight Capabilities
Direct to Brand or in Partnership with Agencies
• Measure and identify how Moms discuss and interact with a brand or
company via targeted surveys & private forums
• Validate messaging with your target to refine campaigns before they hit the
market
Methods:
• Smart Scans:
• We poll our proprietary Mom Panel regularly for fast answers to your
most important Mom-centric questions. These surveys provide fresh,
timely, and actionable insights.
• Deep Dives:
• Larger research study management and analysis which includes final
report with detailed analysis including cross-tabbing and segmentations.
• Spark:
• Create a private community on Mom Central Spark and listen, interact
and learn from your target discussing your brand and selected topics

Social Media Campaign Activation Capabilities
It all starts with Listening
Our propriety listening research tools look at what
is being said about you and whoʼs doing the talking.
A benchmark helps understand your brandʼs current
viral footprint. Ongoing listening allows us to track
trends and structure a strategic presence in
social media for your brand.
Social Media Brand Strategy
Create and activate a social media strategy for your
brand that gives your brand a strong presence and
personalizes consumer interactions.

If you donʼt listen, how do you know what to say?

Mom Activation Capabilities
Through Influencer Outreach
With direct access to over 10,000 Influential Moms across Canada, Mom Central
activates word-of-mouth campaigns both on and off-line to:
• Grow brand ambassadors and participation through authentic conversations with
consumers
• Drive consumer purchase with campaign relevant sampling, contests and coupons
• Activate passionate mom influencers who rank high in Google and other
searches to build brand awareness via Blog Tours, Twitter and Micro-blogging
• Engage mom experts and community leaders to validate products or services. Influencers
also lend expert content and media exposure and can take on Spokes Women and panelist
roles
• Build brand brigades with an elite group of influential moms who participate in a deeper
engagement with a brand and in turn engage their network through sharing their
experiences
• Facilitate experiential insight sessions with our Proactive Moms and their families

Why Partner With Mom Central Consulting?
You want to reach and engage Moms
You believe in the power of momʼs taking action
and using Word of Mouth to recommend your brand
You have a desire to:
Fuel brand awareness
Increase brand engagement
Drive product trial and sales
You want to be recognized as a market leader
who is not afraid to increase your marketing mix
with non-traditional media
Youʼre ready to join the conversation online
and leverage social media to build your brand

What Makes Mom Central
the Leader in Marketing to Moms?
We know Moms, and we have built an active community with our network
of Moms, ranging from local influencers to national experts, who are readily
available to work with us on a variety of initiatives from long lead campaigns
to fast results research
Our Team is made up of a dynamic group of professionals
(yes, mostly moms) with a range of expertise in editorial, research,
brand marketing and digital & social media
Mom Central Consulting partners with companies looking to develop
meaningful conversations, connections and communities with Moms
Our Passion is to make the world better for busy moms and their families
To date weʼve worked with over 100 brands on over 250 campaigns

A Few of Our Current Clients

Cora Brady
Kathryn Easter
Managing Director,
Managing Director,
Client Service & Strategy
Communities & Research
416.966.0645
416.966.0645
cora@momcentral.com
kathryn@momcentral.com