The Part Time People


The Part Time People – meet the parents (or soon to be parents) of Australia!

The Part Time People understands that parents don’t stop being themselves after having children. We know that when you are a parent your life becomes full of new commitments on top of work, life, family, study …..and we need to pack it in to 24 hours!

When you become a parent, your life becomes a world of competing obligations and every aspect of your life becomes a part-time role; part-time mum, dad, spouse, part-time employee or employer, part-time household decision-maker, part-time student…and so much more.

In this new world, where more responsibility and less time is the norm, parents want options to make their working life more balanced, rewarding and flexible. The Part Time People covers a huge diversity of relevant topics where parents learn about new possibilities for work, how to re-engage with the workforce after children, get inspired to start their own business and find study options that will suit their new, part-time lifestyle – all delivered through web, video, social media and email platforms.

Click the information headers below to learn more about our audience and advertising option.

Overview

In the changing world of a parent, they want options to make their working life more balanced, rewarding and flexible. And for many, it’s a time to re-skill, up-skill or change directions altogether! And for others it’s having the best knowledge on how to plan career pathway or new household income options when deciding to start a family.

The Part Time People brings together information for parents (or intending parents) navigating through the working world. With focus on four areas; Return to work, Start Your Own Business, Work From Home and Upskilling, there is information for everyone.

The Part Time People offers highly targeted opportunities for Brands and products to reach and engage pregnant and new mums, stay at home or working parents and people in the workplace considering starting a family. This audience is looking for information on how to work, live and study all whilst navigating the new challenge of family responsibilities. They are actively opted-in and want to be informed on relevant products, services or child friendly career choices that will make their lives easier …and better!

Audience Stats
Unique monthly audience
  • 25,000+ average unique web audience
  • 37,000+ average unique page views
  • 5000+ social media followers
  • 70,000+ eNews subscribers (within total Domestic Rockstar database)

The Part Time People was relaunched under mmg in March 2015 and is enjoying strong month on month growth in reach and engagement with its target market.

Audience Core Interests
UPSKILL
Our audience are looking for ways to change their lives through study. That might mean upskilling, re-skilling or taking the opportunity to forge an entirely new pathway. They want the best courses from the best providers, delivered in a way that understands their parental responsibilities and in a study mode that will fit with their lifestyle.
The Part Time People aims to inform and inspire parents on upskilling-reskilling opportunities and benefits, with tips on how to time manage study as another part time role of a parent!

START YOUR OWN BUSINESS:
For many parents, when children come along it is a time to re-assess your life. Knowing that your life will change completely is often a time when parents make the decision to change their working life completely and start a business. This could be a new venture, buying an existing business or buying into a franchise model.
The Part Time People aims to explain the challenges of business ownership to the newly converted and provide real business opportunities to them.

WORK FROM HOME
More of the workforce are embracing the opportunity to work from home. For many it will be using their skills to finally work for themselves and for others it will mean tele-commuting an existing role. With this comes many challenges for both scenarios. This can mean big changes in home life, home space as well as getting the balance of work expectations right.
The Part Time People provides advice for all parents working from home and inspiration and ideas of how you could take the opportunity to work from home.

BECOMING A PARENT IS A TIME OF CHANGE
For many parents it is a time to reflect on their future and the new responsibilities of caring for a child. Like any parent demographic, the Part Time People audience are extremely interested in learning about Family friendly workplaces and changing corporate cultures right through to what products and services they need now, as a family with children and as individuals carving out new or changed work roles …and anything that saves them time or money!

The Part Time People aims to inform, educate and inspire the audience with tips, peer advice, products and services that will make their life as a parent and a worker easier – better!

Advertising Packages
Editor Product Review

The women of Australia know when they’re being sold to – you’ve got to do more than just advertise!

Product reviews are the modern, more effective answer to word of mouth. When delivered by a credible source, like mmg, these reviews easily cut through your target market’s objections, instilling trust and encouraging purchases. Why? Because someone they trust likes it.

If your product is relevant to the mums of Australia, then there’s no question you’ll benefit from our editors saying, ”I’ve tried this and I know it works”.

Includes:

  • Editor-written review with links and details of where to buy, call to action and links to your sites
  • Article is promoted in 2 eNews Hot Spots in Domestic Rockstar (sent to total parenting database of +70,000)
  • 2 social media Shout Outs and bonus: 2 Facebook Shout Outs on Mum’s Lounge or Go Ask Mum
  • A competition to drive further engagement can be included as an additional option
Group Product Review

Strength in numbers – this is Word of Mouth advertising at its best!

The only thing better than one product review is ten or twenty! A selection of real women from our audience (that meet your target market profile) road-test your product and share their thoughts through answering questions from a tailored survey that we break out into key testamonial style responses. The full survey response is also supplied to you for your own valuable market Intel. We feature their real life ’case studies’ within an overarching Editorial. Women sharing product reviews with women gives a credibility to your product that’s powerful, authentic and believable….. especially when tailored to the key audience interests of Return to work, Start Your Own Business, Work From Home and Upskilling.

Includes:

  • Editor-written review with links and details of where to buy, call to action and links to your sites
  • Competition to win the product or associated prize
  • Promotion through:
    • 2 eNews Hot Spots in Domestic Rockstar (sent to total parenting database of +70,000)
    • 8 social media Shout Outs and bonus: 2 Facebook Shout Outs on Mum’s Lounge or Go Ask Mum
    • Leaderboard Banner in relevant The Part Time People section
Blogger Product Reviews
Blogger Product Review
Looking for high reach and target market cut through? Expand your reach – tap into our networks!
We have relationships with a large number of external bloggers who also broadcast to women-mums.
This is the way to really boost the critical reach of your campaign and get your message to the masses.
Includes:

  • Editorial articles on The Part Time People and 4 additional targeted websites
  • Competition to win your product or associated prize
  • Competition entry is a 10 question survey to gain market Intel
  • Promotion through
    • 1 Solus eDM to mmg total parenting database
    • 12 social media Shout Outs and bonus: 4 Facebook Shout Outs on Mum’s Lounge or Go Ask Mum
    • 2 Leaderboard Banners in relevant The Part Time People sections
Vlog Product Reviews


If you could watch a video or read the same information on a website, wouldn’t you choose the video almost every time? Well you are not alone, your target market is doing this too – big time! Consumer video consumption is BIG now and rapidly GROWING – on-line video generates more engagement than any other form of media especially on mobile. Vloggers are becoming THE influencial voice on-line and mmg has its own Vloggers who resonate with mmg audiences, present your product and deliver call to actions in a way that no other medium can!
Our key category Vlogger demonstrates your product, shares her views and key brand messages and tells people where to buy it, book it or sign-up. The type of Vlog and Vlogger selection is determined by the product and the campaign goals and can range from our Parenting or Employment Vlogger reviewing a learning course through to roadtesting new products or services! There really isn’t any limitation …..so long as its relevant to our audience!

  • Filming, production and publishing of 1 Vlog (60-90 secs) on The Part Time People, loaded to Mum Media Group TV YouTube channel and seeded through The Part Time People Facebook
  • Promotion in 2 eNews Hot Spots in Domestic Rockstar (sent to total parenting database of +70,000)
  • 2 social media Shout Outs and bonus: 2 Facebook Shout Outs on Mum’s Lounge or Go Ask Mum
  • Client can also link to the video to show on own channels.
Vlog Short Series

Perfect for launching new product ranges or showing how one product can be used multiple ways! This 5 series Vlog Package builds brand awareness and brand trust with a sequence of vlogs launched 1 per week, over a 5-6 week period. We know if viewers like what they see, they’ll buy it …..and talk about it on-line creating a massive brand engagement opportunity.
Our key category Vlogger demonstrates your product, shares her views plus delivers key brand messages and tells people where to buy it.
Includes:

  • Filming, production and publishing of 5 Vlogs  (edited to 60-90 sec duration) on The Part Time People website, loaded to Mum Media Group TV YouTube channel and seeded through The Part Time People Facebook
  • Competition win your product or associated prize
  • promotion in 1 Solus eDM and 2 eNews Hot Spots in Domestic Rockstar (sent to total parenting database of +70,000)
  • 12 social media Shout Outs and bonus: 12 Facebook Shout Outs on Mum’s Lounge or Go Ask Mum
Vlog Group Product Review


We call out for a group of women, or a group of kids, or both to try your product. After a pre-detemined period of time, we gather them to talk about it on camera! A Mums Group or Kids Testers Group trialing the product and discussing how they liked it, or that it worked for them with each other is marketing GOLD!Our key category Vlogger will lead the group review Vlog following a strategic brief to ensure the Vlog delivers on the key communications – video footage with the right content, right imagery and right length is how our our audience want to learn about products and get ideas that are right for them, right now.
Includes:

  • call out and directing target market group
  • Filming, production and publishing of 1 Vlog  (edited to 60-90 sec duration) on The Part Time People website, loaded to Mum Media Group TV YouTube channel and seeded through The Part Time People Facebook
  • Competition win your product or associated prize
  • Promotion in 2 eNews Hot Spots in Domestic Rockstar (sent to total parenting database of +70,000)
  • 4 social media shout-outs and bonus: 4 Facebook Shout Outs on Mum’s Lounge or Go Ask Mum
Vlog Series Partnership
mmg has a range of theme/interest based Vlog series partnership opportunities for brands that are looking for long term brand exposure and/or high cut though opportunities to their target market. This partnership presents the opportunity to develop a unique and strategic campaign that will have you top of mind with our audience over a 12 week period …and beyond!  There are so many creative ways we can deliver for a partner client and we are happy to share those ideas but we’d prefer to tailor something that fits perfectly with your objectives and goals. We just love getting briefed to deliver ideas on how to effectively talk to our audience and motivate them to product trial and over a 12 week period we know we can grow the brand trust cycle for your brand or product ….. meaning our audience and wider reach networks will remember you at the point of purchase long after your campaign. Contact us for further information.
Basic package includes:

  • Filming, production and publishing of 12 Vlogs  (edited to 60-90 sec duration) on The Part Time People website, loaded to Mum Media Group TV YouTube channel and seeded through The Part Time People Facebook (published 1 per week x 12 weeks)
  • category exclusivity for the series partnership period and within the vlog platform only
  • Promoted in 3 Solus eDM’s and  up to 48 social media shout outs and 24-eNews Hot Spots across the relevant mmg brands
Competitions
If you want to send the masses to your product and really boost brand awareness – give one away! Our audience loves a competition and, if the prize is relevant, they’ll let their networks know by by sharing and sending it viral.
Includes:

  • an advertorial with competition
  • Promoted in 2 eNews Hot Spots in Domestic Rockstar (sent to total parenting database of +70,000)
  • 4 social media Shout Outs and bonus: 4 Facebook Shout Outs on Mum’s Lounge or Go Ask Mum
Competition with Survey
Using a survey as the competition entry mechanic is a great way to find out market Intel about your target market. Many large organisations have been happily surprised at the uptake and information they’ve received from our Female audience and at a fraction of the cost of ‘usual’ market surveys.
Includes:

  • competition and survey (up to 20 questions) and analytical survey report
  • promoted in 2 eNews Hot Spots  in Domestic Rockstar (sent to total parenting database of +70,000)
  • 8 social media Shout Outs and bonus: 8 Facebook Shout Outs on Mum’s Lounge or Go Ask Mum
Casual eNews Spot
Get in front of the women of Australia! Mum’s Lounge eNews is a highly-read e-newsletter that’s all about relevant trending articles and things mums want to read, with limited advertising.
Includes:

  • 1 casual Hot Spot in Domestic Rockstar (sent to total parenting database of +70,000) with an image, 50 word sell and link to your site
  • also promoted with one social media Shout Out and bonus: 1 Facebook Shout Outs on Mum’s Lounge or Go Ask Mum
Solus eDM
Solus eDMOur monitoring shows that Solus eDM’s are by far the most widely- read of our electronic mails. They are also only about your brand and your brand message – there’s no competing ‘clutter’. With the right tone and a strong call to action, we’ll make sure your message is opened and read.
Includes:

  • an image, up to 400 word copy and URL links to your promotion
  • coupon codes can be applied
  • sent to Domestic Rockstar total parenting database of +70,000
  • also promoted with 4 social media Shout Outs and bonus: 4 Facebook Shout Outs on Mum’s Lounge or Go Ask Mum
Social Media packages
Facebook, Pinterest, Twitter and Instagram deliver high-impact and immediate response with the opportunity to reach a massive audience AND get them to engage with your brand.
Social media is used in most of our packages but is also an effective medium in its own right to tell our audience about your special offer, or big news and drive them to your site.
Includes:

  • 4 Shout Outs and bonus: 4 Facebook Shout Outs on Mum’s Lounge or Go Ask Mum
  • an image, 50 word sell and links to your site
  • You supply the copy or we’ll write it to your brief
Geo-Targeting packages
Social Media
Want to focus on a specific geographic market with Facebook? We can geo-target your message to reach our audience and beyond in your designated single market. Get your message seen only where your target market lives.

Includes:

  • 4 Facebook Shout Outs in 1 market (defined by state)
  • an image, 50 word sell and links to your site
  • You supply the copy or we’ll write it to your brief
Solus EDM
Perfect for local business who want to reach and engage their sole state market via email. Also an ideal solution for national businesses wanting to boost awareness or grow sales in a specific key market!
Includes:

  • 1 solus eDM in 1 market (defined by state)
  • Solus includes an image, up to 400 word copy and URL links to your promotion. Coupon codes can be applied.
  • Also promoted with 4 Facebook Shout Outs in same single market
Directory
If you want to be found when our audience is searching for a product or service, the Mum’s Lounge directory of providers is for you. Our writers regularly include hyperlink references to our Directory listings within editorial features too which is an enhanced benefit.
Includes:

  • annual listing with a  500 word bio, 10 images and hyperlinks to ‘where to buy’
Banners
Banners allow you to be seen in the Mum’s Lounge sections where your target market is most active. Banners can be a singular form of advertising but we don’t recommend it – our audience is too savvy for that! They are most effective when integrated with other formats and you can select from a large top banner, or medium side banner, or really be seen with a Home Page Skin!

  • Contact us for advice on recommended placement, size and costs.

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