Discovering Your Brand’s Story + Creating Compelling Content · 2018-05-02 · Discovering Your...

Presenter: Lauren Nolan

Public Relations Manager, XO Group Inc.

@XOGroupInc@LaurenNolan

• • •@XOGroupInc@LaurenANolan

Discovering Your Brand’s Story + Creating Compelling Content

Lauren NolanPR Manager, XO Group Inc.

Lauren Nolan is the Public Relations Manager at XO Group Inc.,

where she builds the media relationships and oversees all third

party coverage on behalf of XO Group Inc., The Knot, The Nest, The

Bump, GigMasters and How He Asked. Lauren also manages

corporate events, speaking engagements and corporate

communications.

Prior to joining XO Group Inc., Lauren spent her days managing

media relations, partnerships, influencer programs and content

production for popular household CPG brands including the Post

Foods portfolio, Red Bull, Diageo and Wellness Pet Food at Hunter

Public Relations. She studied journalism at Ohio University in the

Scripps College with a focus on foreign correspondence,

photography and strategic communication.

© 2017 XO Group Inc. All Rights Reserved.2

A Good Brand Story Begins with The Audience

XO GROUP INC. BRANDSIN THE NEWS

Television

Online Media

Social Media

Media Partnerships

Corporate Press

Awards & Speaking Engagements

Competitive Monitoring

© 2017 XO Group Inc. All Rights Reserved. 14

THE KNOTThe Knot is the nation’s largest source for

wedding news, inspiration, and local vendor

sourcing used by 8 out of every 10 couples in

the US

The Knot is for everyone—regardless of who

they love, where they live, budget, style and

guest count


THE KNOT


Real Weddings Study

Wedding Guest Study

Eight out of ten couples use The Knot for wedding inspiration, planning and finding

the right pros to bring their day to life. The Knot Real Weddings Study unveils how

and what couples are spending to bring their wedding day to life. The Knot Real

Weddings Study accounts for nearly half of all earned media for the brand.

Each month, 12M unique visitors come to The Knot for wedding inspiration,

planning tools, etiquette tips, personal wedding websites, The Knot Marketplace,

and more. Wedding guests account for a majority of site traffic. The Knot Wedding

Guest Study allows us to take a deeper look at what guests are curious about,

what they need, and what they want. Study data allows us to tell a better brand

story for wedding guest and provide beneficial content for more users.

THE BUMPThe Bump is one of the largest pregnancy and

parenting brands for millennial parents,

providing everything expectant parents need to

know about conceiving, having and raising a

baby through The Bump website and app

At The Bump, we’re at the forefront of today’s

latest innovations in pregnancy and baby

technology

© 2017 XO Group Inc. All Rights Reserved. 17

The Bump Real Answers Experts

The Bump Best of Baby Awards

Partnerships

The Bump Real Answers connects users with industry experts to provide them with

news and tips exactly when they need it during their pregnancy and parenting

journey

The Bump Best of Baby Awards honors excellence in fertility, pregnancy and

parenting products, and has quickly become the go-to list for expectant and new

parents to consult when registering for baby

The Bump serves millions of expectant and new parents. Through strategic

partnerships and innovations in technology, The Bump team can provide the best

resources and tools for our audiences

THE BUMP



KNOW YOUR AUDIENCE

BE A CREDIBLE SOURCE


FIND YOUR VOICE


DIG DEEPER


GET CREATIVE


GET TO THE POINT



Thank you!Questions?

@XOGroupInc@LaurenNolan

• • •@XOGroupInc@LaurenANolan

Lauren Nolan, PR Manager, XO Group Inc.

Discovering Your Brand’s Story + Creating Compelling Content · 2018-05-02 · Discovering Your...

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