Catherine McCord
Case Study

Since our relationship began in 2010, The Brooks Group has played an integral role in the exponential growth observed by Weelicious. From the start, we were charged with driving traffic to the site and positioning founder, Catherine McCord, as the mom next door with accessible, nutritional recipes and inspiring advice for how to feed a family.

At that time, the media was wary of food bloggers and their expertise.  Our initial strategy was to routinely bring Catherine to New York to meet with the media so she could develop relationships and have the ability to talk about her point of difference.  While in town, we booked her on local television and web programs to start building her reel. These personal interactions and appearances gave us a solid foundation to grow her media presence.

Through targeted pitches, strategic partnerships and newly formed media relationships, Catherine appeared on national shows like Today, Good Morning America, Access Hollywood Live, and FOX News and we facilitated contractual relationships with Parenting Magazine, Babble, Parade.com, and Huffington Post Parents

In September 2012, Catherine released her first cookbook, Weelicious: One Family. One Meal. To give editors a taste of what to expect, we had Catherine prepare a recipe from the book, which was packaged with a hand-written note she wrote. These were delivered to our target media with samples pages. Due to the delivery and the relationships we’ve developed between Catherine and the media in the years leading up to the launch (coupled with Catherine’s supportive blogger friends), it was a widely successful campaign that resulted in 10 TV segments, 25 magazine placements, 40+ web hits, plus multiple radio interviews, totaling millions of impressions.