Tim Sullivan, President, School Family Media Inc. One of moms’ most beloved brands, Bounty, helped PTO and PTA leaders make 25,000 classrooms cleaner, brighter and germ-free for kids and teachers with the "We Love Our School" classroom clean-up campaign. A case study of the campaign will be presented by Tim Sullivan, President, School Family Media, Inc., at the 7th Annual M2Moms® – The Marketing to Moms Conference, October 19 & 20, 2011, at the Chicago Cultural Center.

The campaign was part of Bounty’s broader “Make a Clean Difference” initiative. Sullivan explained, “Through School Family Media’s proprietary relationship with PTOs and PTAs nationwide, Bounty was able to sponsor and provide cleaning product for 1,000 “We Love Our School” events. In the end, the grime was gone, but the tangible excitement around the Bounty brand was shared by all the participating moms, kids and teachers who wanted to support the brand that cared enough to help their schools.”

Sullivan added, “Influential PTO and PTA leader-moms from across the country and all demographics went to dedicated Facebook pages to share their stories, their school pride and their appreciation of Bounty, while celebrity mom, Julianne Moore, garnered national TV and print coverage for Bounty and a great cause by helping to clean classrooms at a New York City public school.”

“I’m sure all the brand marketing teams and execs from leading mom marketers who always attend M2Moms® will be eager to hear how the Bounty program worked,” according to Liz Fongemie, M2Moms Director. “Every year M2Moms® is attended by a really diverse list of brands including Microsoft, Kellogg’s, Evenflo, IKEA, Mead Johnson, GM, Allstate, Heinz, Symantec, Hasbro, BBC, NBA, Procter & Gamble, Wyeth and Coca-Cola, to name just a very few.”

Smart brands attend,” Fongemie added, “because they know that moms buy everywhere for everybody. Keeping up with today’s moms is critical to building and maintaining market share in virtually every industry and product category. In addition to the speed-of-light changes in moms’ technology, moms’ needs change as their kids grow and their families mature. So, marketing to moms is a continual and evolving process.”

M2Moms® sponsors include Title Sponsors: Good Housekeeping and About.com; Associate Sponsors: What to Expect, Mom Central, The Bump, Fleishman-Hillard, School Family Media, Destination Maternity, TLC Parentables, Ogilvy Public Relations Worldwide, Resonate Networks, Vibrant Nation, PMP, Euro RSCG Chicago, Google, Shopper Sciences, Frank About Women, Edelman; Showcase Sponsors: Ketchum, First Choice Facilities, Meredith Print Advantage, Meredith Parents Network Custom Solutions, Rondo, Creative Hands, Alexx Inc., 360 PR, Carolina Pad, Cakes.com, iVillage; Workshop Sponsors: Zocalo Group, Eric Mower & Associates, Yahoo!, Lattimer Communications; Video Content Resource: Snippies. M2Moms® Proudly Supports: Room to Read.

For conference schedule and information: www.m2moms.com or 860.724.2649 x11. M2Moms® is produced by PME® Enterprises LLC, 216 Main Street, Hartford, CT 06106.

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