As Soho Parenting Center prepared to re-launch its book, A Mother’s Circle, An Intimate Dialog on Becoming a Mother, the delicate balance between service and product marketing and the state of the brand in general became a key focus. Julia first worked with SPC founders to repackage and position their book. This included an assessment of the book, the category and the brand in general. Also included in this effort was a launch party in partnership with Cadeau Maternity in New York and securing a cover quote from celebrity Mom, Sarah Jessica Parker. In conjunction with this, Julia worked to gain increased exposure for SPC founders Lisa Spiegel and Jean Kunhardt via traditional and new media outlets. The center itself and the services offered both in New York’s Soho location and virtually via telephone and internet consultation were the next area of focus. Julia worked to secure alliances with New York based parenting groups as well as open a regular dialog with the parenting and lifestyle media – positioning the SPC and its founders as the true experts, innovators and leaders in their field.