The Mom Wellness Cave
Opportunity
The Mom Wellness Club, a Detroit-rooted wellness community created to support Black mothers emotionally, mentally, and spiritually, was preparing for a pivotal relaunch moment. While the brand had strong grassroots credibility and a deeply engaged founder, the organization faced several growth challenges:
Clarifying brand messaging and value proposition
Evolving beyond a single-offering model into a sustainable, tiered membership structure
Increasing visibility through earned media and thought leadership
Strengthening community loyalty, retention, and incentives
Gathering real-time insights from members to guide programming and product development
The organization needed a strategic communications and community engagement partner to help refine its offerings, elevate its public presence, and relaunch with clarity, confidence, and scale within a short timeline.
Strategy
Ki Takeaways Communications partnered with The Mom Wellness Club as a strategic thought partner, communications lead, and community advisor, executing a multi-layered strategy focused on:
Community-Led Insight & Listening – grounding decisions in member feedback
Brand & Messaging Evolution – clarifying what the Club offers, why it matters, and who it serves
Membership & Product Development – designing a new tiered membership model
Earned Media & Thought Leadership – positioning the brand as a trusted voice in maternal wellness
Retention, Loyalty & Incentives – building systems that made members feel seen, valued, and rewarded
All strategy and execution were delivered and implemented within a two-month partnership.
Execution
Ki Takeaways Communications led and executed work across communications, community engagement, media relations, and product strategy, including:
Community Engagement & Insight
Designed and deployed multiple community surveys to gather feedback on:
Wellness needs
Programming gaps
Membership expectations
Communication preferences
Analyzed insights and translated findings into actionable recommendations
Served as a sounding board for product development and relaunch decisions
Brand Messaging, Website & SEO
Drafted and restructured website copy using SEO-informed best practices
Clarified messaging pillars to better articulate:
Mission
Value proposition
Community impact
Ensured brand voice reflected emotional safety, empowerment, and accessibility
Membership Strategy & Offerings
Developed and positioned a new tiered membership model (not previously offered)
Defined benefits, pricing logic, and messaging for each tier
Supported launch strategy to clearly communicate value to both new and existing members
Media Relations & Thought Leadership
Drafted press materials and talking points
Pitched and secured earned media positioning the Club as a maternal wellness authority
Prepared leadership for interviews and on-site media coverage
Served as a strategic advisor throughout relaunch moments
Social Media, Content & Newsletter Strategy
Built a full social media strategy, including:
Platform-specific tactics
Shot lists and creative guidance
Best practices for storytelling and engagement
Developed newsletter structure and content strategy
Created lead magnet concepts, including:
Downloadable wellness check-ins
A mom self-care calendar to drive email signups
Introduced loyalty-focused content such as:
“Mom of the Month” storytelling
Member spotlights to foster visibility and belonging
Partnerships, Incentives & Loyalty
Secured and implemented local business partnership incentives offering members exclusive discounts
Developed a referral incentive program to drive organic growth
Supported corporate wellness and partnership pitching strategy
Helped the team think through long-term loyalty and incentive systems
Impact
Earned Media & Visibility
Estimated impressions based on local broadcast and digital reach
FOX 2 Detroit – 2 segments (broadcast + digital): ~1.8M impressions
WXYZ Detroit – 2 segments: ~1.2M impressions
CBS Detroit – 2 segments, including on-site coverage at two community events: ~1.4M impressions
Michigan Chronicle (print + digital): ~100K impressions
Total Estimated Earned Media Impressions: 4.5M+
Brand & Community Outcomes
Successfully repositioned The Mom Wellness Club as a thought leader in maternal wellness
Strengthened community trust through listening-first strategy
Launched a clearer, more scalable membership model
Increased visibility through consistent, high-quality media coverage
Enhanced member retention through incentives, storytelling, and loyalty-focused programming
Elevated internal confidence around relaunch execution and future product decisions
Operational Impact
Implemented systems for ongoing community feedback
Established content and communications frameworks the team could continue to use
Created sustainable structures for partnerships, referrals, and incentives
Services Provided: Community engagement strategy, messaging creation, website copywriting and SEO, membership strategy development, press release creation, media pitching and relations, spokesperson preparation and training, social media strategy and content planning, newsletter strategy and lead magnet development, loyalty and incentive program development, partnership and corporate wellness pitching, strategic thought partnership
“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. Bringing her onto the team has been one of the best strategic moves I have made in my business”