The JCC’s new V.I.P.
Activist Influencer Citizen marketer Self-publishing journalist
Millennial Mothers have always been important to the JCC. Usually the top purchasing decision-makers for their families, they determine where the dollars go, and where their children will go to preschool and to camp, where they will take ballet or play T-ball. Today’s young mother still plays this essential role, but as part of the vast, techno-savvy generation known as the Millennials, she is, in many ways, very different from her forebears, and for the JCC to reach her and gain her confidence, we must learn to meet her on her own terms. The Millennial mom is above all a communicator. Raised with the Internet, texting, and instant messaging, she is a natural multitasker, someone who embraces new technology to integrate every aspect of her busy life. Her most trusted source is “someone like me.” She seeks out the wisdom of her peers online when making decisions, and posts at least one review of her own every week. There is a good chance she has her own blog, where she shares her life, including her experiences with brands that interest other mothers with young children. We spoke to Michael Rowland, JCC Assoctiation’s consultant to JCCs on marketing, to learn more about the Millennial mom—and how to connect with her and learn from her to ensure the JCC becomes as important to her as she is to us.
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