At Upbeat Marketing we have had mothers on our mind, and it’s not just because Mother’s Day is around the corner. We are excited to welcome The Mothers’ Milk Bank (MMBA) at Austin on board as a new client.
We look forward to working in partnership with Zeehive, a local creative ad agency, to address their need with a strategic and creative solution.
The Mothers’ Milk Bank at Austin is a non-profit organization whose mission is to accept, pasteurize and dispense donor human milk by physician prescription, primarily to premature and ill infants.
Unfortunately, due to a chronic milk shortage, only 50% of hospital requests for donor milk are being met.
Realizing there is a large supply of milk that has not been accessed due to lack of awareness, MMBA engaged our team to help them grow in their ability to provide this life saving resource to infants in need. MMBA has hired Upbeat Marketing to conduct market research and develop a comprehensive strategic marketing plan. Following this research and planning, we look forward to partnering with local creative agency Zeehive to design a creative campaign that will increase awareness and engage new donors (breast milk and financial) to act for the sake of these children.
Market Research – The “Who”
We will kick off the research phase of this project with a thorough analysis of the market and competitor landscape, current donors demographics and current promotional campaigns. This will help us identify “Who” is MMBA currently reaching, “Who” they desire to reach and “Who” they are potentially missing. We will conduct five focus groups with various sub-groups of nursing mothers and distribute an online survey to reach the general public both donating and non-donating. Our market research findings will set the tone for the creative marketing decisions ahead.
Creative Strategy – The “What”
Once we gain insight into the target audience, we move on to the “What” of MMBA’s communication. In other words, what is it that MMBA wants to communicate exactly? Our creative team will work to identify the key messages that we want to share and the best methods for sharing this message with the target audience.
Creative Development – The “How”
Our creative team will then move forward designing the “How” of the communication. In other words, after we develop what we’re going to say, we explore “How” we are going to share it in a unique and compelling way.
Our hope is that guided by a strong foundation of research and strategy, our creative campaign will increase awareness for The Mothers’ Milk Bank, and as a result the milk deficit would one day become just a memory.