'Flexible marketplace' enables more moms to relaunch careers

By Carol Knight

Whether you call it opting-out, off-ramping or sequencing, the time a women takes out of her career to raise a family can seem like a career dead-end. According to the Center for Work-Life Policy, while more than one-third of highly qualified women off-ramp to have children, the majority (74 percent) want to return to work. While most do return, 40 percent opt for part-time positions.

A new series of conferences, called Detours & OnRamps, has sprung up to help prepare mothers for workforce re-entry.

“As recently as two years ago, the marketplace was less flexible. Today things have changed. More companies are allowing some degree of telecommuting, Gen Y has set some positive terms for employees, and there are more recruiters specializing in part-time or project work,” explains Detours & OnRamps Founder Meghan McCartan, “I found many stay-at-home-moms didn’t know any of these changes were happening. I wanted to get the information to these women and let them know all of the options available to them,” says McCartan, a New Jersey mother of three.

Detours & OnRamps events will be held this fall in Boston and Richmond, VA. Topics range from interviewing and resume building (utilizing non-profit or school volunteer work to a mother’s advantage) to entrepreneurship and job sharing.

“My first piece of advice to moms is to be honest about what it is that you want to do – why and what. Some real hard self-reflection is involved when it comes down to title, money and career path. Plus you need to get everyone in the family on board; not having mommy available 24/7 will be a big lifestyle change. Once everyone is in agreement, you can develop a three-, six-, or 12-month plan to finding the right job.”

And what are the benefits of hiring a mom? “Companies will find that moms bring a high level of experience and are focused employees that don’t engage in workplace politics—they don’t have time!”

There are a number of resources available to career re-launching moms (and marketers who want to reach them):

'Bring Your Child to Work Day' at Raytheon

By Jayne W. Miller

Each year, on Bring Your Child to Work Day (April 26), defense contractor Raytheon Company opens its doors to the children of its employees. With its “Math Moves U” education initiative (which extends outside of the company as well), Raytheon connects with kids through various presentations, demonstrations and hands-on activities aimed at inspiring the next generation of engineers in ways that traditional classroom settings cannot.

This year at Raytheon Integrated Defense Systems headquarters in Massachusetts, 139 kids aged 9-15 got to learn what it takes to become a rocket scientist. As part of the festivities children built balloon-powered cars from straws and foam, rubbed elbows with some of the nation’s leading defense engineers, and enjoyed breakfast, lunch and an ice cream social. And they launched a few rockets, too!

A science roadshow

The program featured Jack Frederick, an engineer working on Raytheon’s SL-AMRAAM (Surface Launched Advanced Medium Range Air to Air Missile) project, and a “Math Moves U” ambassador. Frederick travels around the country talking to children about how his childhood dreams led to a career as a rocket scientist for NASA before moving to Raytheon.

Frederick’s varied experience and colloquial nature resonates with his young audience as he explains the tool kit needed to become rocket scientists one day themselves. That tool kit includes academic understanding of math, science, government, the ability to work in teams, and most important, a high regard for safety. Similar programs play out across Raytheon campuses nationwide, allowing kids an inside look into one of the nation’s leading defense companies and a chance to see the cool side of engineering.

Raytheon’s Integrated Defense Systems business employs more than 13,500 people across its offices and earned $4.7 billion in revenue last year. For more information, visit http://www.mathmovesu.com and www.raytheon.com.

Serious workout: Moms and fitness

By Emily Westhoven

Watching U.S. swimmer Dara Torres stroke to silver twice was nothing short of inspiring, especially for us moms. Torres is certainly not your average mom, but she is in many ways representative of a new generation of mothers who are serious about fitness.

Web portals such as www.seemommyrun.com and www.momsinmotion.com enable moms to find fitness groups in their area based on their athletic abilities and goals, while still other sites, among them www.fitnessformommies.net and www.momswhomarathon.com, offer training tips. One group we’ve previously written about is Stroller Strides, which offers moms organized walking groups with the kids in the stroller, in major cities across the U.S.

How are marketers leveraging fitness as a way to connect with moms? One campaign that caught our attention is juice maker Apple & Eve’s Families Fit Together. The program offers moms fitness tips for the entire family and features a handy family fitness activity locator that can be searched by zip code.

On the question of whether moms felt ‘moms’ were more qualified to report on certain topics the response was split. Many women felt that moms were in a unique position to offer emotional insights and commentary on sensitive topics. For instance, one woman reported that she felt less inclined to stop and listen to a male news anchor reporting on breast cancer than a female news anchor.

And we eagerly await the first post-Beijing campaign featuring Dara Torres—truly a mom marketer’s dream.

In the trenches: Marketing to veteran moms

By Pamela Brill

Do you know me? I’m not your first-time parent. I’m a veteran mom. A mother of two, I’ve done my research and, thanks to first-hand experience, have an arsenal of favorite products and services that work for me.

While volumes of research goes into how marketers can appeal to new mothers, it seems the other half (actually more than half) is being ignored. Our dollars work just as well at the cash register, and marketers may be missing out on a valuable opportunity to reach veteran moms as she continues to spend money on her children and household.

When thinking about your next product pitch directed at parents, keep in mind the following messages that have particular appeal to those of us who have been around the block, but will still pay to play.

Convenience  Sure, every parent is interested in a product that saves them both time and money, but larger households are more likely to benefit from items that are practical rather than superfluous. Addressing the “time crunch” is a message with even more appeal to moms with 2+ children than first-time moms.

Longevity  Veteran moms understand claims about products that “grow with your child.” If your product fits this category be sure to stress it, as well as durability. Products that endure the daily rough-and-tumble are especially cherished by parents with a houseful of kids.

Value   While new moms are willing to pay more to have “the best” for their baby, veteran moms are more price-sensitive. Value is a key motivator – especially given the economic climate – and special offers can be really special for marketers as moms eagerly pass and buzz about the latest deal they’ve found.

Pam Brill, who lives on Long Island and contributes to a range of national and regional parenting publications, had her second child, Presleigh in May.