Reinvigorating a brand

Red Tricycle had grown exponentially from a local email newsletter to a national media company that reached 8 million U.S. parents monthly. They wanted to own the space for millennial parents, but were having a hard time conveying the value of their audience when talking to advertisers and investors.

As they expanded into new markets, they also needed help telling consumers who they were as a brand and why they were different than every other event and activity listing site.

To be authentic and meaningful, the answers needed to come directly from the minds of the people most important to their brand — their readers.

APPROACH

• Online focus groups to hear from consumers in their own homes
• Survey with parents throughout the country
• In-depth interviews with advertisers and the Red Tricycle team
• Brand workshop to build consensus around key brand concepts
• Brand messaging

OUTCOMES

We discovered Red Tricycle meant much more to readers than just finding events – they came for ideas and daily inspiration for family fun.

Red Tricycle became much clearer on what kind of new content made sense for their audience. Today Red Tricycle is a national media company with a reach of 20 million unique users across all their platforms each month.

By uncovering that parents visit Red Tricycle during their consideration and trial of new activities, they created a much stronger value proposition for advertisers.