In conjunction with the first issue of Marketing Pittsburgh’s Generator publication, we’re adding some snippets of our ongoing marketing interviews here on our blog!

Company: Flexable

What they do: Provide on-demand, on-site childcare at professional and personal events.

1-sentence backstory: Flexable was founded in 2017 by two moms, Jessica Strong and Priya Amin, on a mission to make work and life fit better for professional parents.

Flexable makes life easier for event planners and event attendees, HR execs, business owners, and employees. With a handful of office staff and a small army of caregivers, the company has been steadily growing and filling a much-needed gap in the Pittsburgh market (and they’re expanding into Las Vegas!). How are they doing it? We asked Natalie Hotaling, Flexable’s marketing director, to fill us in:

1. Education: We take a thoughtful approach to posting original and curated content. We don’t want to add to the noise. Our product stems from a societal issue, and we focus on educating people of its importance.

2. Think of the Customer’s Customer: Our customers are business owners, but we’re beginning to leverage blog content to the parents. We need to educate them, too. For instance, we can tell the story of how we’ve transformed women’s careers. It’s really about us sharing or showing support to them any way that we can.

3. Show, Don’t Tell: We work with a visual strategist to help figure out our buyer personas. Those personas are evolving… and how they consume content is evolving. So we try to figure out how to best tell our and their stories. We also boost our own content on Facebook from time to time, to illustrate important company milestones that we’re particularly proud of.

Secret Weapon: We use [Pittsburgh-based] UpContent for curation, it’s an incredible time-saver!

Follow Flexable: https://www.facebook.com/FlexableCare/

Contact Flexable: http://flexablecare.com/contact/