Mom’s Meals was our very first client way back in 2011, and we’re proud to say we’re still working with them today.
When we first started working together the company was focused on delivering fresh-made meals to our growing aging population. They needed to engage their target audience, folks over the age of 65 who may or may not use the Internet, an audience often, and mistakenly, overlooked. We suggested a robust communications strategy that would include public relations efforts.
Initially, we sought to target seniors directly with traditional media outreach, but quickly learned an important lesson – seniors don’t think they’re old, and therefore didn’t believe they needed our offerings.
We regrouped. How about we target their caregivers? Bingo. We shifted gears and began focusing our outreach on engaging the adult children caring for their aging parents – an audience often called the “sandwich generation.” Using a mix of traditional public relations, and adding a hint of social media, we hit the jackpot. (Remember, this was 2011!)
As we saw success, we expanded our reach to touch more audiences who would see the value in this service, and have influence over the seniors we served – nurses, social workers, and hospital discharge planners. By working with these audiences through their own associations, we brought Mom’s Meals to the attention of the right people.
We also set up the company’s first Twitter account and Facebook page, and by doing so, engaged hundreds of followers, bringing the brand to light in a completely new medium.
In 2016, a leading private equity company expressed interest in investing in Purfoods, the parent company of Mom’s Meals.
Our role was extended to develop and manage the change management and business transition communications. Our approach here, and in every similar situation, is to focus first on the employees, ensuring they understood how the change would affect them.
We created the key messages – agreed to by the owners and investors – with supporting messages designed for each department in the company. Working quickly and discreetly, our communications strategy identified which messages would be shared internally, and which would be shared externally, along with a calendar for how and when these messages would be rolled out.
When the acquisition came to a successful conclusion, all parties agreed that it was a smooth transition. The private equity firm even said our work was the best they’d ever seen in handling business transition communications.
We continue to be an integral part of the Mom’s Meals team, complementing the in-house marketing team with public relations, crisis communications, and proactive media outreach, when required.
When the coronavirus shut down the country in March 2020, Mom’s Meals was, of course, deemed an essential business, as its focus is on serving those with chronic health conditions, many of whom have no other food source. To help them keep their business moving through the pandemic, Albert Communications contributed strategy and content development for the following:
Our colleagues at Mom’s Meals see us as an extension of their team. And that’s just the way we like it!
