Archive for 2009

Case Study – A Low Budget Launch

Thursday, December 10th, 2009

HELLO NEW YORK – Capturing the Imagination & allegiance of parents and retailers

Overview:

With limited budget and high expectations, Forty Weeks was challenged with the task of introducing teutonia in the most influencer rich, consumer savvy and trend-setting market in the country. A formable target, New York, offered the potential for high gains both in sales and in brand awareness but also required great care, market knowledge and attention to detail.

The core of the geocentric launch focused on three key New York City populations: Parents, Influencers and Retailers. The work in NY then served as a template for a series of other geo-launches and also to create a solid and exciting national brand platform and foundation for continued growth and expansion.

Media Partner:

Cookie Magazine’s NYC circulation specific to a high-end, early adapter and aspirational female psychographic was selected as a media partner (NYC buy only). The readership profile in tandem with the self-identified trend-setting definition of the publication provided a solid core partnership through which to grow the brand.

Messaging:

Based on shifts in the economic climate and national psyche, we quickly added to our agenda, the identification of new language/focal points for teuntonia. Our objective was to communicate the true value of teutonia to the uninitiated while taking care not to exclude based on any overt or accidental insensitivity to shifts caused by the dramatic economic downturn. Our extensive exploration/research led us away from a fashion message to a conversation about choice. The new concept was that each of us places a different value on different things – our priorities were not the same – however, what we felt was important – our priorities were what we were willing to invest in with passion. Our message- freedom of choice was a powerful and ultimate luxury. And being able to make choices and manage your life around your personal priorities and passions was paramount to NYC parents.

Tactics:

To illustrate and bring to life this key concept of choice and priorities we set out to honor a targeted group of NYC mothers who where shining examples of personal priorities in motion. We built a panel of 12 women who have chosen to live their passions through their NYC based businesses that touch other parents. The selected women all had unique POVs, successful businesses and were very real and aspirational NYC mothers. Also, each had a powerful following, ability to promote teutonia and an interest in fully engaging in our program. We centered our campaign around R Baby (a foundation focused on improving the quality of pediatric emergency care in the US) and in specific their Mother’s Day Run/Walk Family Fun Day (expected attendance 6-10,000) in Central Park. We would use this event as our launch, at which we would provide teutonia branded stroller parking, display a tuetonia, seed tuetonia’s to participating celebrities, and gather names via a tuetonia stroller giveaway. We would further create awareness by having celebrities sign and be shot with a teutonia on the event step and repeat, create a myriad of teutonia branded materials in the park and drive traffic to our post mother’s day events via promotional materials.

Mother’s Day in Central Park to benefit R Baby then dovetailed into an exciting series of “meet, greet and design” personal appearances with the Mother’s of Note – the 12 women who though their personal priorities and passions have built businesses that touch women in NY and around the world.

Integrated Communications Strategy:

The entire, HELLO NEW YORK promotion was supported by an integrated, layered communications strategy including:

Cookie in-book campaign

Cookie Advertorial

Cookie online campaign

Cookie dedicated emails

Teutonia microsite

Teutoinia POS materials

RBaby event materials

Rbaby website

Rbaby PR efforts

Rbaby Celebrity wrangling

Social Media outreach

Influencer level PR

Additional partnerships (Belly Bars, various authors)

Results:

Sales 35% Increase

Web traffic 400% increase

Brand Awareness:  Significant increase (focus group data)

Retailer Awareness: Significant increase (informal polling)

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A whole week in DC

Thursday, December 10th, 2009

A whole week in DC…Tis true! And the theme of the week is lunching for GOOD – JWI and BABYLOVE DC are on the menu!

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New to You – 25 random things…about me!

Wednesday, December 9th, 2009

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Get Giving!

Tuesday, December 8th, 2009

There is a great deal of chatter out there about finding the perfect gift for each and every person on your list. And I agree – there is great satisfaction to be had by wrapping your loved ones in the softest cashmere or fortifying your kids with a big stack of books. It is all good.  And before your gift giving is though, please consider how you might be able to help those well outside of your inner-circle.

Yesterday I sat in on Jewish Women International’s (JWI) Women to Watch symposium. This featured the 2009 Women to Watch nominees including: JJ Ramberg (the adorably pregnant co-founder of GoodShop.com), Laurie Ann Goldman (the steel magolia CEO of Spanx), Ruth Marcus (the warm and prolific  Washington Post columnist) and Estee Portnoy (the tireless marketing and business manager for Michael Jordan) among others. The list read like a who’s who of philanthropically minded, accomplished and frankly, inspiring women (they were all quite beautiful as well). The room was filled not only with JWI supporters but also the family and friends of the ten dynamic women who were being honored (at a luncheon emceed by Blossom herself, Mayim Bailik).

One topic that came up was how to best teach our kids the Jewish value of tzedakah (giving, though interestingly enough has its roots in the word for justice).  As well was how philanthropy becomes a way of life, passed down from generation to generation. And certainly this is not a uniquely Jewish concept – we can and should all find ways to share our commitment to caring for others with our children. Many thoughts were shared – dedicating one holiday night to giving outside of the family (we already do this in our home) was one that is easy to implement and quite rewarding. In fact, I tweeted about it yesterday, and got a lot of positive feedback.

That said, the possibilities are endless, and not at all limited to this time of year. I suggest you take a look at some of the causes nearest and dearest to my heart as you begin to open yours up – for good!

The What to Expect Foundation– Heidi Murkoff’s What to Expect When You’re Expectinghas been called “America’s Pregnancy Bible.”  But many expectant moms cannot afford to buy a book or do not have the literacy skills they need to read it. The What to Expect Foundation was conceived to provide empowering information, support, and literacy skills to underserved, at-risk parents so they too can expect healthier pregnancies, safer deliveries, and happier babies.

 R Baby Foundation R Baby Foundation^® is the first and only not-for-profit foundation uniquely focused on saving babies lives through improving pediatric emergency care.  R Baby Foundation is dedicated to ensuring that babies, including those in the first month of life suffering from viral infections and other infectious diseases, receive the highest quality of care and service through supporting life-saving pediatric training, education, research, treatment and equipment.

JWI Jewish Women International (JWI) is the leading Jewish organization empowering women and girls – through economic literacy; community training; healthy relationships education; and the proliferation of women’s leadership. Our innovative programs, advocacy and philanthropic initiatives protect the fundamental rights of all girls and women to live in safe homes, thrive in healthy relationships, and realize the full potential of their personal strength.

Children’s Institute, Inc.Los Angleles  (CII) serves more than 17,000 children and their families in the city’s most challenged neighborhoods, and trains more than 9,000 professionals in the realm of child development, mental health and welfare. CII provides healing so traumatized children can recover and lead healthy lives, while working to shape the field of children’s services through innovative research, demonstration projects, and professionally accredited training programs.

Breastcancer.org is a nonprofit organization dedicated to providing the most reliable, complete, and up-to-date information about breast cancer. BCO’s mission is to help women and their loved ones make sense of the complex medical and personal information about breast cancer, so they can make the best decisions for their lives.

So give, give, give — teach your children well by example and do all you can to keep the holiday glow alive and well in your home by giving outside of it!

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Operator, Can You Help Me Place This Call?

Sunday, December 6th, 2009

Long ago and far away (is the constant presence of this nostalgic preface in my writing a sign that I am tipping over into the next phase of life?  I certainly hope not) – Sundays were about calling home. Long distance rates were lowest on Sunday – and in particular on Sunday night. And back in the day (there I go again) we would all commit a part of our Sunday to calling our parents and grandparents. As I got older, and the telecom business and rate structure in the US changed (feel free to ask Bob, he can expand on this one) this all disappeared into a fuzzy memory.

But still, on Sunday morning I wake up ready to take on the New York Times, the Washington Post, a big cup of coffee and make my family calls (we were a little more well off than others, it was okay to call on Sunday AM – oohh – fancy). And even this morning,  though many years have passed  and my house is full of children (mine!) in varying degrees of sleep,  I have this undeniable urge to pick up the phone (the one no longer connected to the wall) and dial CE2-7479. This was my grandmothers’ phone number – Mommom’s exchange was  ”CC”   which stood for  ”Center City”  in Philadelphia where she was the reigning and undisputed queen of the Philadelphian,  the very stately apartment complex where she lived in apartment t 14-C-42 with breathtaking views of the Parkway, Museum and the city. I pass this building every week on the train en route to NYC.  I want to hear my Mommom’s voice as she listens intently and responds to my excited tales of life as me (nothing changes) with her own unique brand of sage sound bites, well-earned from having lived through one of the most reliably fluctuating, advancing and startling  centuries of history. And she did not just show-up – she lived. And set an incredibly high standard for what it meant to connect with others in this world, something I aspire to along with her unique brand of being a female company head (long lunches at Bookbinders on 15^th street followed by check signing with scotch and her Parliaments come to mind) not to mention her sense of style (oh she had it!).

My grandmother died in 1998 (Thanksgiving – weekend, right after Lila was born). Born in 1908, she was one the truest characters I have ever known. My Mommom was flawed and fabulous all at once. And also, one of the biggest fans I would ever have. And I think often how she would react to this crazy new world, would she (as I suspect) reduce it all to the very basic precepts (Men can’t help themselves – um , Tiger Woods) or sing it in Cole Porter lyrics  (When grandma whose age is eighty in night clubs is getting matey with gigolo’s – anything goes um, Cougars)?  Would she stand behind my choices (I am sure of it) and laugh along with me though the long days here at Casa Loco (she would certainly enjoy my stories circa 2009 but she would not want to be part of the chaos)? Would she suggest I go see her “guy” for something (a piece of jewelry or an oil change – not matter what she had a guy)?  Would she tell me to keep it up while at the same time telling me to do less (yes, likely)?  She never saw me as a mother – or in a successful marriage. And really this is what I wish the most…that I could tell her how good and lucky my life is and how I wake up every day saying, in the words of Cole Porter  “ It’s delightful, it’s delicious, it’s de-lovely” and in my words – this life of mine is good – beyond expectation, how I wish you were here to share it with me  – I miss you…

Posted in Philadelphia, ot, personal | 3 Comments »

Friday, 5pm – southbound…

Saturday, December 5th, 2009

I had used one of my coveted first-class up-grade coupons for the Acela and scored not only unlimited java but also an amazingly comfortable and private seat aboard the train.  Ahhh…

Having read through my papers, the day’s papers and considered the amazing day I’d just spent with the Ingrid & Isabel team (as well as Nicole Feliciano who more than impressed me in our strategy session) – I moved on to less cerebral matters. I cleaned out my bag.  Exciting, maybe not,  but I learned a great deal (did you know that I have about three different mechanisms to pull my hair back in my bag , for example).

I am sure there are some important, even incriminating things that can be gleaned from the following list. However, I am going to put it out there anyway – because it is Saturday and where else to go but off topic! So, without further ado, and in the spirit of OT posts (and because you know you are dying to know) – a list of things commonly found in my bag:

 I pod (lately listening to a lot of Joni Mitchell, John Mayer and Pete Yorn)

Metro /Subway cards (DC and NY)

ORE makeup bag filled with assorted and essential product including sugar flirt lip balm by Fresh, Chanel #40 ombre l’eau eye color and Eliz Arden Pure Finish powder

sugar flirt (color and treatment!!!)

Business cards – mine and others

Mints  – I am very partial to fresh mint and wintergreen –  I simply loathe spearmint

Blackberry – that is a lie – it is usually in my hand – loaded with pix of my kids, Bob and things I find funny, offensive or inspiring (most recent picture taken, is this jacket for Lila’s approval)

Lila's ski coat for consideration from Paragon

Amtrak ticket stubs

Hotel keys I forgot to turn in – sorry Chris

Money (yeah, that comes in handy) including Canadian currency for when I have to cab it in Toronto.

My handy dandy notebook and pens – this probably should come first!

Reading glasses

Sunglasses

Hand sanitizer (to ward off the yucky germs)

Bliss Body Butter lemon and Sage Hand Cream (to ward off the hand sanitizer)

lemon+sage body butter

In the words of someone older and wise than me – and now you know!

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The best of Forty Weeks – a collection of our very favorite things

Thursday, December 3rd, 2009

I am off to New York today – happy to be meeting with my new friends at Totsy  (something very exciting is in the works) and looking forward to a powerful day of strategy and planning with Ingrid Carney and her incredible team at Ingrid and Isabel (they just flew in for a little bit of NYC at Christmas time) on Friday. If I am lucky, I will get to connect with some of the women of Blogher around their holiday event on Thursday as well.

While I am away – Jules will be coordinating this delivery: The Best of Forty Weeks – a collection of our very favorite things. This extraordinary raffle item will support the work of Jewish Women International.

teutonia stroller
Skip Hop Studio Tote
Baby Star Rock the Tote  Use code Merry25 at checkout for 25% off now until Dec 24
The Peanut Shell Diaper Clutch
The Parent Trip
Cooking to Conceive
Baby’s First Year Journal
The Pregnancy Journal
Beaba 4 in 1 Steam Cooker
Beaba Bowls
Beaba Plates
Beaba Cutlery Set
Mayron’s Good Baby Travel Pack
Belly Bars
Breastfeeding with Bravado DVD

In addition to purchasing a table at their annual Women to Watch Luncheon on Monday, December 7 (which I will fill up with some of my absolute favorite IRL friends less Joanne Bamberger aka Pundit Mom who has a conflict), I reached out to some of my favorite brands (and people) for this incredible prize. I must admit – it is really impressive (and all who have seen it have been oohing and aaahing). I know this donation will go a long way towards education, prevention and programs to help fight domestic abuse. Thanks to all of you for your contribution, support and care. Please show some love to these amazing Friends of Forty Weeks brands.

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A Trip Down Memory Lane

Tuesday, December 1st, 2009

At the prompting of the always inspiring muse that is Ann Douglas – I am taking you all on a little trip down memory lane.

The year is 1998 I am young (30 years old!!!) and expecting my first child. My career is humming along at an admirable clip. It is an exciting, promising time despite the lousy wardrobe options that I had to endure. But enough about the clothes (did I mention how terrible the clothes were?) – Or least for now…

Very pregnant with Sam (in Liz Lange) 2002

The summer wears on, I get bigger, my toes become a distant memory and I inhale huge amounts of fresh fruit on a daily basis. One day while working on one of my publishing projects – (yes back then magazines were all the rage and made and paid real money to boot) – my adorable UPS man delivers a box. This would later be known as the delivery that changed everything. In the box was a plump little blue plush bear and the bear was wearing a t-shirt which read “Breast is Best”.

My hormones and I are at a complete loss. Are they talking to me? This is marketing geared towards me? They are trying to persuade me to do something, anything via a stuffed animal? A fluffy pastel colored lactation ambassador – for me? No, they are confused. I am educated, I am affluent (enough), I am established, I am a woman of taste – yet somehow it makes sense to market to me as if I am the fetus I am carrying. Don’t they know I am eager to know more and open to new ideas? Don’t they get how easy it would be to speak intelligently to me? Don’t they see that pastel pink is not a language I understand? The rant continues and turns into my manifesto: no ducks, no bunnies (and no more nasty maternity clothes).

No, I decide – that is not it and the time has come for a change. And further, I will fire all of my well-paying publishing clients and show the world that there is a better way to market to expectant women. I will teach the brands of this world how to enter into a conversation during a woman’s Forty Week journey with integrity and meaning. And I will not stop until I have changed playing field for good. My friends, family and epically my first husband think I have lost my mind. Perhaps… (I like to blame the hormones).

Julia and Lila Forty Weeks Promo Shot 1999

So I did. First I launched a line of personal care products – there were two gift sets focused on the needs of a laboring woman and another focused on the needs of a new mother. Special Deliverease, The Essential Labor Comfort Kit and Special Momease, The Essential New Mother Comfort Kit were unlike anything on the market at the time.  They were immediate hits and baby shower staples. This is how I met Ann Douglas, Peg Moline (Fit Pregnancy), Amy Coe, Emilia Fabricant (Cadeau), Laurie McCartney (Babystyle), Shannon DiPadova (Due), Debbie Ohanian (Meet Me in Miami),Jessica Hartshorn (American Baby), Uli Belinky (Zuntano) and many of the other powerhouse women in my life.

Special Momease

I manufactured, marketed and sold the kits (Nordstrom, Bloomies, Mimi, Babystyle and an array of specialty retailers carried the line). Forty Weeks grew, my old skills as a media strategy maven translated well into my new role as one of the pioneers of the new wave of juvenile and baby. By my second trade show I was consulting the vendors around me, teaching basic PR and strategy, jointly pitching media, designing retail partnerships, building associations, writing promotions and advertorials and generally moving  me to where I am today.

I like to say that Lila inspired me – and she did. That pregnancy opened my eyes and helped to lead me down this incredible (though not always smooth) road that I have been on for 11 years. And with year passing day, week and year – I become more keenly aware of the blessing of that box with the silly blue bear. A career like this – rich with what feels like endless opportunities to work with incredible individuals (helping them to achieve their dreams) and organizations, change the game and make an honest difference in the lives of women is beyond expectation. It is at once very personal and very public. My gratitude is never cloaked and my deep love and passion for what I do and the people I do it with/for is something I wear with great pride. And the best part is that tomorrow is another day and another new chapter in the world of Forty Weeks.

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Keeping Warm on a Cold Day

Tuesday, December 1st, 2009

I’m keeping warm by surrounding myself with those who need my help today: R Baby Foundation, What to Expect Foundation, Jewish Women International, Breast Cancer.org, Washington Hebrew Congregation, Children’s Institute. WOW – what a powerful day!

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At My Desk!

Monday, November 30th, 2009

Cold, Rainy DC day — perfect for writing overdue notes, memos and getting organized for December!

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