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My Atlanta Moms Fox5 Atlanta

Social Media / Experiential

CHALLENGE

Our approach to FOX 5 came from an “a-ha!” moment. We know that certain advertisers target women, specifically moms. They run the household and make the purchase decisions for the family. We also know that “mommy bloggers” have become a force to be reckoned with online. Marketers are looking for opportunities to talk to moms in the blogosphere. All of this coalesced in the creation of My Atlanta Moms, myatlantamoms.com. We presented the concept to FOX 5 and they immediately recognized the opportunity and the natural promotional tie in with “Good Day Atlanta,” their morning news that airs weekdays from 4:30AM – 10AM. “Good Day Atlanta” features the My Atlanta Moms bloggers as a mom’s perspective on the issues of the day. Regular contributors to “Good Day Atlanta” serve as guest bloggers and post on specific issues. We built myatlantamoms.com as a stand-alone site that can also be accessed from within myfoxatlanta.com. Rather than create bloggers, we recruited a diverse group of host bloggers who had already established themselves in the mommy blogosphere. Vco is also responsible for advertising and promotional sales, and has created unique content and promotional sponsorship opportunities for both national and local marketers.

SOLUTION

Known for being a local news leader in the Atlanta TV market, FOX 5 Atlanta has an impressive audience reach.Their TV viewership translates into high page views and unique visitors to their website, myfoxatlanta.com. We identified an opportunity to impact their “social” strategy by creating a blog targeting key viewer / consumers – moms. By doing so, we could create an additional online revenue stream that a robust social presence could bring them.Within the first year of its launch, My Atlanta Moms grew to become the only family-focused TV website in Atlanta. Our social community saw rapid growth through comments on the blog, Facebook likes and Twitter followers. Ventura & Co. managed the daily content calendar and conversations that focused on issues important to Atlanta families. Nothing compared to the community response to the contests we created and executed for our brand partners. With over 3 page views per visit and time on site of nearly 5 minutes per user, My Atlanta Moms gave brands and advertisers a terrific opportunity to reach the ultimate home decision maker – Mom!

My Atlanta Moms was Atlanta's first family focused media website.