Our Target Market (dubbed Kathie): Kathie is a married mother of two. She works full time as a marketing director, drives an older suburban, and could put her kids in private school, but is ok with public school. She is focused on her family, but she feels like a better mom when she is contributing professionally. She needs someone who can pack lunches, get them out the door, helps them with homework, and take them to activities. So when she walks in the door after work, she can focus on spending quality time with the kids instead of dealing with all that stuff. Kathie is hard to please up front, but once she gets a nanny she likes, she bonds with them. She needs her nanny as an integral part of her life. She really relies on her nanny and treats her like part of the family.
Target Mindset: Kathie has already made the decision to work and maintain her career. But she expresses experiencing some feelings of what she called “Mommy Guilt.” Mommy Guilt can surface in areas as mundane as what laundry detergent is best for her kids, to what to feed
them, and, perhaps most importantly, in who she chooses for childcare. Once she has made the decision to work full time, choosing childcare can be a huge source of Mommy Guilt mitigation.
So, in her childcare decision, Kathie is considering both rational factors like experience and communication ability, and also applying an emotional analysis (“you just know, gut feelings, mother’s intuition”). In utilizing this combination of rational evaluation and emotional “litmus
test” to influence her decision, Kathie can, in effect, “solve the problem” of Mommy Guilt by choosing the best childcare option she can—a nanny who would care for her children the way she would. This is the crux of the process. By choosing someone who she believes will act as she would, she can feel confident about the decision to leave the house because it’s as if she is still there. The end state allows Kathie to feel confident that she can maintain a successful career, manage the household, and raise her children exactly the way she wants. By providing Kathie a childcare solution that addresses every aspect of her decision-making process—both the rational and the emotional—she can feel 100% confident in that decision.
What Is The Brand Position We Are Trying To Develop: Preferred's
compatibility match system gives Kathie confidence that her child is being cared for as she would.
What Is The Single Most Important Message To Convey: Confidence—User Message- “Preferred ‘s match system ensures confidence that my child is being cared for as I would.”