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Savvy Auntie Media Kit

Savvy Auntie is the multi-platform lifestyle media company designed for the 50 percent of American women who are not moms but love the children in their lives. Melanie Notkin, founder and CEO, Savvy Auntie, dubbed this demographic, PANKs® (Professional Aunts No Kids). Notkin the national best-selling author of Savvy Auntie: The Ultimate Guide for Cool Aunts, Great-Aunts, Godmothers and All Women Who Love Kids (Morrow/HarperCollins) April 2011. She appears regularly on TV, radio and the Web. You can find her @SavvyAuntie or join the Auntourage on

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Savvy Auntie Media Kit

  1. 1. Let me introduce myself…
  2. 2. 20 years in Marketing and CommunicationsAward WinningSenior Digital Marketingand CommunicationsExecutive:L‟Oreal USAAmerican ExpressNew York Times Digital
  3. 3. Melanie Notkin Media, IncCONSUMER BRAND VOICE OF A GENERATION MARKETING Editor‟s Letter Founder of: PANK® Huffington Post Professional Aunts No Psychology TodaySAVVY AUNTIE Book iVillage Foremost expertise on thisAuntie‟s Day® News Segments powerful, over-loved,Savvy Auntie Coolest Toy Awards overlooked, niche.Savvy Auntie Products Speaking ConsultingLifestyle Expert PANK ConferenceSpeaking SpeakingSpokesperson Marketing Platforms
  4. 4. The Most Powerful Untapped Market in America―When the entire market focuses on oneniche, and you choose another, you‘reeither a bold innovator, or a failure.Henry Ford‟s quote about building carsfor people wanting ―faster horses‖ comesto mind. [Recently] I ran into a woman…who zigs where others have zagged.Instead of tapping into the power of themom market, she‘s discovered her ownniche – PANKs® or ‗Professional Aunt NoKids.‘‖ - HowardGreenstein
  5. 5. Three Pegs of Savvy Auntie
  6. 6. Nearly 50% Of American Women Are Not Mothers• American women without children: 47%• Childlessness is a fast growing factor among American women: – 2004: 44.6% – 2006: 45.1% – 2008: 45.7% – 2010: 47.1%• More women than in the past have never had a child.• In 2008, about 18 percent of women age 40–44 have never had a child, almost double that in 1976 (10 percent).• There has been a steep rise in the share of women age 25–29 who have not had a child, rising from 31 percent in 1976 to about 46 percent in 2008. US Census / The White House Report: Women in America (March 2011)
  7. 7. Nearly 50% Of American Women Are Not Mothers Women Who Have Never Had a Child
  8. 8. Women Are Childless Longer• The likelihood of a woman having her first child at age 30 or older increased roughly six-fold from about 4 percent of all first- time mothers in the 1970s to 24 percent in 2007.• 14 percent of first-time moms are age 35 or older. US Census / The White House Report: Women in America (March 2011)
  9. 9. Women Are Childless Longer Age of Mother at First Birth
  10. 10. PANKs Professional Aunts No Kids• Women with careers who spend their discretionary income and time on themselves:
  11. 11. PANKs: Professional Aunts No Kids• …and their discretionary income and time on the children in their lives
  12. 12. Celeb-Aunties!It‘s not just Hollywood Moms – Celeb-Aunties are powerful too.And Celeb-Moms agree! Tori Spelling gave the Savvy Auntie book to her Celeb-Auntie guests at her baby shower!
  13. 13. PANKs: Over-Loved, Overlooked.―You‘ll be blown away by MelanieNotkin‟s expertise on America‘s coolaunts, who are over-loved yetoverlooked by marketers. If you want togain the hearts and dollars of thesekid-loving, high-spending women,SAVVY AUNTIE is a must read.‖ -- Mary Lou Quinlan, CEO, Just Ask a Woman, author, What She’s Not Telling You
  14. 14. PANKs Getting to the Heart of It• They are emotionally driven when it comes to the children in their lives: – Love Love Love my nieces and nephews...theyre all like children to me. Love spending time with them! Ginni Reihl – When my 1st niece was born, I smoked. But I always felt guilty when I held her cuz I knew I smelled of cigarettes. Six months later, I was no longer smoking. Cold turkey, thats how much I loved her. Shes 13 now and still smoke free! Lisa-Marie Yada – I am so proud to be an auntie! I have 19 nieces and nephews that I love to death! Jayne Hansen – I have 5 nephews and 8 nieces! I love them with all my heart and I cherish every moment I spend with them! Kristi Diviney- Bernard – Facebook: SAVVY AUNTIE
  15. 15. The Savvy Auntie PlatformsWSJ Best-Seller
  16. 16. “A chic new guide for new and experienced aunts… CommunalThe WSJ National Bestseller. childrearing at its finest.” - KIRKUS"What a wonderful gift this book is for aunties of all of ages, backgrounds, shapes andvarieties! This world is full of child-loving childless women (myself included) and finally wehave been given a clever and thoughtful voice of our own. Read this book, embrace it, pass italong: Savvy Auntie, like the women it celebrates, is destined to be dearly loved.― – Elizabeth―I honestly dont know what I Love.Gilbert, Bestselling author of Eat, Pray, would do without the aunties,uncles and of course The Guncles in my kids lives. Melaniesbook is invaluable to me as a mom - and as a Savvy Auntie …an „all-inclusive guide‟ …It‟s aand godmommy myself - because I understand what a gift itis for a child to be loved by so many adoring grownups. On rallying girl-call in high chick-litbehalf of the kids and moms, thank you, Savvy Auntie! We style: lots of hot pink and―Nothing makes people happier than loving relationships –love you!‖ – Tori Spelling, Bestselling author and actressand in this marvelous celebration of Savvy Aunties‘ love for cheerful advice.”their nieces and nephews, Melanie Notkin shines a much- – The New York Timesneeded spotlight on a bond that brings so much happiness toso many people.”– Gretchen Rubin,not only Times Bestselling Author of ―Savvy Auntie celebratesSavvy Auntie New York celebrates The Happiness ProjectAunties it validates the unique and one of the mostimportant role Aunts play in the lives of precious—and heretoforechildren who they ADORE. I highly unsung—relationships onrecommend this book for all Aunties. It the planet. I love thisprovides sage advice and guidance book.‖ - Christiane Northrup,from preparing for the arrival of the M.D., ob/gyn physician and authorbaby and safety tips to building of the New York Times bestsellers:nurturing relationships with nieces and Womens Bodies, Womensnephews throughout their young lives!‖ Wisdom and The Wisdom of- Rosemarie T. Truglio, Ph.D., Vice President, MenopauseEducation & Research, Sesame Workshop
  17. 17. 360O Influence• Unique Approach: Melanie Notkin is an Influencer and Savvy Auntie is a Media Company.• By leveraging both together, clients get a powerful 360O Influence campaign.• From social media to advertorial and sponsored features to TV segments, SMTs and video, to event hosting, Melanie Notkin can engage the consumer on multiple screens. At once.• You won‟t get that from major media companies with no „personality‟ behind the brand.• You won‟t get that from social media influencers who only appear online. Savvy Auntie .com Twitter Events Melanie Facebook Notkin YouTube TV Radio SMTs
  18. 18. The Savvy Auntie Influence Digital Social Print TV Video Events SavvyAuntie.com337,000 Page Views 88,000 Visits •2012 and 20111 @SavvyAuntie Savvy Auntie: CNN Youtube/SavvyAuntie 4th Annual: Forbes Top 100 19,800 The Ultimate Guide NBC Auntie‟s Day™Websites for Women Top 100 Most Powerful For Cool Aunts, ABC July 22, 2012 Women On Twitter Great-aunts, CBS •2009 Webby Award (Grader) Godmothers And All FOXNominee Best Family/ Women Who Love CW 4th Annual Parenting Site Kids Better TV Savvy Auntie • SavvyAuntie Coolest Toy Awards•2008 Top 10 Lifestyle 81,000 Wall Street Journal Holiday 2012 Business Ideas - Friends of Fans: National Bestseller (Global) 26 million SavvyAuntie Huffington Post/Women Contributor
  19. 19. Social Media Influence• Top 100 Most Powerful Women on Twitter (• 10 Most Influential Women in Social Media (Yahoo Shine)• Top 5 Female Social Media Super Heroes in North America (The Next Women)• Top Five Startup in Social Media Hub (Mashable: 2009 (New York))
  20. 20. Facebook PostersShared on Facebook over 7,600times in just 5 days.After just two days, 25.5% ViralityRate. Total Virality Rate: 64% A series of eight Auntie‟s Day posters and eCards were seen by 1.2 million unique Facebook users in one week.
  21. 21. A Voice for So Many…..
  22. 22. TV Reel (click to view)
  23. 23. Immediate Proof of Concept • –July 9, 2008; 1:00pm —site launched • –July 9, 2008; 1:23pm – first ad inquiry • –July 9, 2008; 3:13pm – second ad inquiry • July 9, 2008; SavvyAuntie most Tweeted word (
  24. 24. And the Sponsors Kept Coming…
  25. 25. Press.
  26. 26. Kind Words.MashableWe‘ve seen a lot of networks try and capitalize on the Twitter phenomenon…. We‘reespecially intrigued by TNT‘s approach to forgo the celebrity angle, however, and turn to amember of the web/tech space for her influence and audience...Notkin‘s openness aboutthe sponsored conversation, the direct alignment with her audience, and the network‘sinvolvement somehow make this campaign appear more genuine.The Bergen RecordMarketing executives and major corporations have discovered a new demographic groupwith a triple-A rating: the affluent aunts of America.The New York TimesMelanie is the founder of She knows the role a child can play in yourlife, even if that child isn‘t yours...The Wall Street JournalBut marketers aren‘t just looking for celebrities with hundreds of thousands of followers.They are also going after Web personalities with a more targeted following... EnterMelanie Notkin, the 40-year-old New York entrepreneur behind the site has built a community of what she calls PANKs (Professional Aunt, No Kids)……[Notkin‘s] a trusted voice,‖ said Steven Clough, a media planner for Razorfish whofacilitated the [Disney] deal. ―Consumers are talking about brands on the Internet, andbrands are starting to participate in that conversation…Oxygen NetworkHaving Melanie host our real time social viewing party ―OxygenLive‖ for an episode of Tori& Dean Home Sweet Hollywood was a blast! Fans loved dishing with Savvy Auntie onTori‘s fashion, relationship and adorable kids! – Jennifer Kavanagh, SVP Digital, OxygenNetwork
  27. 27. The Way We Work.As a marketer by trade, Notkin understands how to build and tailorcampaigns for optimal success.Notkin will work closely with clients to learn more about theirproducts/services and business goals and create a campaign to matchtheir needs. From the first conversation, Notkin will brainstorm ideas forthe client based on past success and current opportunities.During the campaign, the client will receive feedback so that the areasof the campaign that are flexible are able to be modified to increaseprogram effectiveness.Notkin‘s reputation for transparency and authenticity are highlyregarded. Only Melanie Notkin speaks on behalf of Savvy Auntie on anyand all platforms. And she always discloses any client sponsorship.Once the campaign is complete, Notkin will review the campaign withthe client including any available data.
  28. 28. Join The Auntourage. (Reel) 917 449 2917“The Savvy Auntie lifestyle brand is the phenomenon heralded by fabulous kid-friendlywomen everywhere as a celebration of modern, cosmopolitan aunthood. These PANKs aren‟tchildless – they‟re childfull! And their love is a gift.” - HarperCollins