www.teentools.co.nz

WHAT IS THE ISSUE?

Parenting teenagers in today’s society is becoming increasingly more difficult with escalated risks and additional opportunities for experimentation and there was not a 24-hour access to information, contacts, tips or advice for parents needing help.

Rules and regulations for things such as schooling, driving, drugs, alcohol amongst others are changing considerably and constantly and there is a need for 24-7 access to insights and information on these topics.

WHAT WAS THE MARKETING CHALLENGE?

To design a 24-7 accessible, constantly updated, comprehensive website for parenting teenagers.

THE CONSUMER INSIGHT

Parents often don’t know how to speak to their teenagers during the sometimes-trying teenage years and have no immediate outlet for information or support.

Parents need a place where they are provided with tools to help connect with their teenagers.

Parents need somewhere accessible that they can find up to date information, ideas, advice and useful contacts.

THE CREATIVE SOLUTION

v.marketing adapted the hugely successful Western Bay of Plenty hard copy Parent Pack (2008) for the web. Recent statistics show that over 80% of households have access to the internet and this was therefore, the most effective way to reach a mass audience.

The website, www.teentools.co.nz, was initially developed for the Western Bay of Plenty alone, featuring only Western Bay contacts but this has since expanded and was always intended to do so.

Teen Tools is constantly updated with new information and articles and also has the potential for a community builder where regional contacts / agencies can supply profiles, campaigns, tips and tricks.

The site is one of the only national websites aimed at parents alone where the information is relevant, consistent and refreshed constantly.

Teen Tools is a comprehensive website that focuses on all aspects of parenting teenagers from drugs and alcohol to schooling, driving, relationships, sexual health and also positive family activities to better get to know and manage your teens.

THE RESULT

www.teentools.co.nz had 408 visits, 251 unique visitors and 1812 page views in the first month of being live. This grew by 16% in the next three weeks reaching 472 visits with 291 of these new unique visitors and 1312 page views.

Visitors spend an avergare time of 2:47 minutes with an average of three pages per visit.

Search engine traffic has grown by 70% since conception in May and traffic from Auckland alone has increased by 15%. 

After the first month, Manukau City Council signed on board as a national contact. The information was updated to include Manukau contacts and this launched www.teentools.co.nz from being a Western Bay of Plenty initiative to being a national outlet for help.

CLIENT COMMENT