Highlights for Children
BRAND STRATEGY ✱ DIGITAL MARKETING ✱ COPYWRITING
The iconic children’s magazine that you remember reading in your dentist’s office waiting room is now a 75+ year old brand that stretches worldwide with a suite of magazines, puzzle books, subscription boxes, digital apps, and more. With a 75-year legacy comes unique challenges – and opportunities – in making the brand as relevant to the parents of today as the parents of yesteryear.
IMMIGRANT FAMILY SEPARATION STATEMENT
To help refocus the politicized conversation back to the children at the heart of the situation, I contributed to writing a brand statement denouncing the separation of immigrant families at the U.S. border. The statement garnered national news coverage, with 193 million potential media impressions, including CNN and The Washington Post, and over 4 million owned social impressions. For the duration of engagement, I managed tens of thousands of comments, posts, and messages from the social media community in response to the statement.
“15 MINUTES A DAY” WORKBOOK LAUNCH
This new product line launched after the pandemic and aimed to help parents strengthen their kid’s school-skills with a workbook focused on bursts of learning for 15 minutes a day. I created a social media and brand marketing launch strategy that translated this learning concept to parents and demonstrated how the new “15 minute” format could fit into their busy day-to-day lives.
COVID-19 PARENTING CONTENT
During the early onset of the COVID-19 shutdown, I developed a variety of content aimed to connect with parents and caregivers when many were suddenly searching for new resources on how to best support their kids at home full-time. I translated long-form blog content to easily “snackable” and sharable social media-forward content, which quickly became some of Highlights’ highest reaching posts of all time.