Case Studies  /  The Mom Wellness Cave
Case study · Community wellness

Relaunching a community built for Black mothers

The Mom Wellness Cave is a Detroit-rooted wellness community supporting Black mothers emotionally, mentally and spiritually. Over a two-month partnership, we helped it relaunch with clearer messaging, a new membership model and consistent media visibility.

Client
The Mom Wellness Cave, founder Christian Moon
Sector
Community wellness
Engagement
Two-month relaunch partnership
Audiences
Members, prospective members, media and partners
4.5M+
Estimated earned media impressions
6
TV segments on FOX 2, WXYZ and CBS
2
Months from strategy to relaunch
The challenge

Strong roots, ready to grow.

The brand had strong grassroots credibility and a deeply engaged founder, but faced several growth challenges:

  • Clarifying brand messaging and its value proposition
  • Evolving beyond a single offering into a sustainable, tiered membership
  • Increasing visibility through earned media and thought leadership
  • Strengthening community loyalty, retention and incentives
  • Gathering real-time member insight to guide programming
Our approach

Listening first, then building.

We served as strategic thought partner, communications lead and community advisor, with a strategy focused on:

  • Community-led insight and listening
  • Brand and messaging evolution
  • Membership and product development
  • Earned media and thought leadership
  • Retention, loyalty and incentives

All strategy and execution were delivered within a two-month partnership.

What we delivered

From member surveys to media.

Community surveysNeeds, programming gaps and membership expectations, turned into recommendations
Website copy and SEOClearer mission, value proposition and community impact
Tiered membership modelNew tiers, benefits, pricing logic and launch messaging
Media relationsPress materials, pitching and interview preparation
Social and newsletter strategyShot lists, lead magnets and member spotlights
Partnerships and loyaltyLocal business discounts and a referral program
“Working with Kiana has been a game changer for my business. Not only has she been able to secure media and press for my business but she has helped me with communicating the value that my business brings. She is more than a publicist but a true thought partner for my business.”
Christian Moon, Founder, The Mom Wellness Cave
Impact

A clearer brand, a louder voice.

  • FOX 2 Detroit, 2 segments: about 1.8M impressions
  • WXYZ Detroit, 2 segments: about 1.2M impressions
  • CBS Detroit, 2 segments including on-site coverage at two community events: about 1.4M impressions
  • Michigan Chronicle, print and digital: about 100K impressions

Together, that coverage generated an estimated 4.5M+ impressions and positioned the brand as a thought leader in maternal wellness. It also launched a clearer, more scalable membership model, strengthened member retention, and left the team with feedback systems and communications frameworks it can keep using.

Services
Community engagement strategyMessagingWebsite copy and SEOMembership strategyMedia relationsSpokesperson preparationSocial media strategyNewsletter strategyLoyalty and incentive programsPartnership pitching
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