Growing a Parenting Website from Inception
ParentSavvy.com is a content driven health and parenting website based in Omaha, Nebraska and owned by Methodist Health System. This has been an all encompassing project that we have had the pleasure of helping to build and grow.
The first step after the Methodist Interactive Department approached us with the idea, was the logo and the color scheme. They requested that the logo be lighthearted, fun and easily readable. The result was a logo that was clean and spoke to young parents. We used a color scheme of predominantly light purple and blue with accents of other pastels. We use a cloud graphic with the logo in certain places to help the logo stand out from the background it's sitting on.
With the logo and color scheme established, our Corporate Three Design team set to work building the website.
The goal with the content of the site was for the Methodist Physicians to be able to lead with credibility, so a prominent focus of the site became the "Ask an Expert" section. Parents can submit their questions and one of the ParentSavvy experts - usually a Methodist physician - would respond. The "Find an Expert" section became the second part of the funnel to give parents a place to learn more about the physicians who were answering the questions on the site.
As the site grew, we began to form partnerships with Omaha family attractions like the Omaha Storm Chasers, Fontenelle Forest and the Omaha Children's Museum. We added the "Blog and Articles" section to incorporate content from our partners and more in-depth articles from the physicians. The Corporate Three Design content team creates a content calendar, works with the writers, and publishes 5-10 new pieces of content every month. The new content increases ParentSavvy's search engine reach and gives us plenty to share on different social networks to stay top of mind with the ParentSavvy audience.
At the end of each month, the new content and relevant upcoming event information is sent out in the ParentSavvy monthly newsletter. The newsletter's open and click through rates hold steady with other industry standards. We've grown the email list through pop up forms on the site and through events and giveaways organized with our partners.
Social Media and Social Media Advertising
Social media channels like Facebook, Twitter, Pinterest and YouTube have been instrumental in growing the ParentSavvy brand. Each platform is a little different. Facebook has been useful for connecting with our audience and sharing content. Twitter has been beneficial for connecting with our community partners and staying knowledgeable about what's happening in the Omaha area. Pinterest has allowed us to be discovered by an entirely new audience outside of Omaha, but who still fall within our target demographics. YouTube is the place where we share our video content and discover what our audience is watching and learning about.
Facebook and Twitter advertising have been an important part of the ParentSavvy marketing strategy. Both platforms allow us to reach a very specific audience and keep us top of mind.
ParentSavvy works with the local ABC affiliate station in Omaha to create commercials to run on air.
For the Mommy Minute videos, doctors speak on different subjects related to health, wellness and parenting. Our team helps to craft the message and design the backgrounds and title cards for the videos.
For the "Did You Know" videos our team builds illustrations using the ParentSavvy animals to tell a quick fact.
It has been a privilege to be apart of ParentSavvy's growth from inception to toddler. ParentSavvy has made some creative decisions and really put their site to work for them.