Have you ever wondered what a full Murphy Marketing project looks like, from start to finish? Every single client and project is different, but today we’re taking a peek into our process with one client’s campaign launch.


Project Overview
Carmen and Cristina are experts at providing education for parents on all things related to their baby’s first year of life.

They came to us when they were launching their new company, Happily Raised. After four years running the Mommy Center – their in-person location for new parent courses, they knew they wanted some extra support expanding their business online.

The Problem

Unlike many online courses for parents, Happily Raised doesn’t focus on one topic. Instead, it provides a course bundle that covers 18 unique topics taught by experts in those areas.

This approach is so impactful for new parents to get education on so many important topics, but it can be complicated to communicate such a wide range of topic offerings. 

Happily Raised's brand combines expertise and relatability, so we needed to communicate why this course bundle offers so much value compared to others on the market.

Our Approach

Solving this problem meant being hyper-descriptive about Happily Raised's offerings while also emphasizing that these professionals have the lived experience of the parents who are purchasing the course. 

In other words, we needed to strike the delicate balance of expressing empathy and authority on the same plane.
To accomplish this, we did two things:

• Emphasized the expert element of each course 

• Communicate with their audience from the perspective of a parent

Goals

We always want to be really specific about what we’re aiming to achieve through our project. These were the goals we defined for Happily Raised:

• Develop common language for talking about Happily Raised through a Brand Message Guide

• Write clear and compelling website copy

• Create email campaigns that will nurture the waitlist for the course bundle launch

Results

Brand Message Guide
This process kicked off through an intake call with Carmen and Cristina so we could “play a game of 20 questions” – AKA ask them lots of questions so we could craft messaging that tells the story of them, their company, and gets to the heart of what their audience needs to hear.
We then went through a couple of rounds of collaborative edits to make sure everything about the messaging felt just right, since this is the document from which the rest of the messaging is built! 

Website Copy
Once the message guide was finalized, we got to flex our creative muscles and create copy for the Happily Raised website! This part of the process is where we really get to see what resonates for readers and play around with wordplay, layout, and unique elements we want to incorporate into the page. Once the written portion of the website was finalized through another round of edits with Carmen and Cristina, the pages were sent off to our great friends at ConvertCraft, who designed and developed the finished product. At the end of this part of the process, Happily Raised had a full website with 5 beautiful subpages!

Email Campaigns

At this point, the foundational messaging elements were completed, and it was time to get in the weeds with details and campaigns focused on launching Happily Raised itself. Carmen and Cristina did a lot of work on their own to create video promos, grow their social media following, and so much more. Meanwhile, we focused on developing a one-page lead generator and then writing content for their email campaigns! These campaigns were for the new subscribers who downloaded the pdf, existing subscribers from the Mommy Center, and members of the Happily Raised launch waitlist. Each campaign had a slightly different focus with different freebies and offerings, but they all worked together for the goal of letting their audience know about the Happily Raised launch.

Happily Raised officially launched a few weeks ago, and it is so rewarding and exciting to see our work out in the wild while Carmen and Cristina continue to mentor and provide support for so many new moms. Happily Raised fills such an important need and we are so grateful to have played a part in it! 

Have questions about what a marketing plan could look like for your business? We’d love to talk through it with you!