Lifecycle Marketing, the company behind the Emma’s Diary sampling scheme for expectant and new mums, is attempting to broaden its market with the launch of a new online service targeting what it calls “the modern family”.
The new site, Families, www.familiesonline.co.uk has been developed as a one-stop shop for all the family as the definition of the traditional “nuclear family” of 2.4 children has evolved.
With more families within married/civil partnerships, cohabiting and single parents who rely upon a wider support network of family members to help bring up their children, it is claimed to be the first website to target all those involved with decisions about family time whether that is mum and dad, grandparents or friends of the family.
Families is based upon a network of 340 local editors providing editorial content for the website on a local basis, with every town in the UK having a representative providing up-to-date information on events and activities in local communities. It will also include parenting tips, family days out, recipes and craft and entertainment ideas.
Lifecyle Marketing believes that 80% of Families audience will access its information via mobile and through a fully responsive website and supported by a range of social media channels. Each local area has its own social channels, as well as its national social media accounts.
Families head of business development Dawn Hayes said: “Families is set to become the UK’s most trusted and popular parenting network, reaching more than half a million parents each month. It is the only parenting programme with over 300 hyper-local ‘eyes and ears’ on the ground, keeping parents informed on everything they need to know in their local area and around the country.
“We know our readers are two times more likely than the national average to act on reviews and recommendations and the Families site is built on this ‘trusted friend’ model, giving advertisers the opportunity to benefit from this unique advocacy relationship.
“Brands can be integrated into our contemporary approach, benefiting from our national coverage extending to hyperlocal messaging with on the ground activities & brand activation experiences.”
Families is the sister site to the UK’s leading pregnancy programme Emma’s Diary, and born from the acquisition of number one mum’s network ‘Mums in the Know’.
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