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Why licensors will benefit from truly connecting with parents

Beyondtheschoolrun’s Louise Webster on how mothers and female-led businesses want to connect with brands with a bigger purpose.

Beyondtheschoolrun is the platform to inspire, engage and connect parents with their skills and talents in the hours available to them. It was born out of my experiences of having children and identifying the huge barriers at that time to work flexibly, while caring for your children. I wanted to create a place where mothers could connect and receive inspiration and opportunities.

Beyondtheschoolrun started out as a website in 2012 and within six months, we had been invited to discuss the topic and concept with No.10 Downing Street. It has now grown into a platform reaching thousands of mothers across the globe through our social media channels, regular newsletters, YouTube channel, website and my book – A New Way for Mothers – which published in the US and shares a series of learnings aimed at supporting mothers to reconnect with themselves, their skills and their aspirations after having children.

The offering of Beyondtheschoolrun is twofold: (i) for its members – one to one mentoring, event and brand offers, and relevant flexible working opportunities including returnships; (ii) for brands and partners – targeted audience marketing opportunities and market feedback on products/concepts.

Over the past ten years that we have been working with mothers, all too often I have heard women say they find it hard to promote themselves or their work. I connect with so many women who are growing amazing businesses and creating products. PR is so valuable for their business growth and being found by their customers. I know this only too well from 20 years of experience in the PR industry in agency, in-house and through my own agency, Rare Communications, which specialised in the kids, family and licensing sectors.

So this is where our latest offering was born from, our communications consultancy service. The years of experience working with mothers has given me the insight needed to deliver a unique PR service that is flexible, affordable and non-retainer based.

Our offering will include:

  • PR and marketing strategy creation and implementation
  • Flexible PR to support an existing team
  • Exposure on our Beyondtheschoolrun platform
  • Connections and support in creating new opportunities fit for the new way of working


As the world changes then communication, adaptability and community have never been more important. Leaders and founders have to find ways of communicating and guiding their teams towards their vision wherever they are working as well as communicating with their customers/audiences.

Mastering this, in particular within the kids and family markets is a magical formula, one of a deep understanding of this valuable sector of society along with the tools and techniques in reaching them.

It is an important time now more than ever for licensing companies and agencies to carefully consider their communications with families and young children. Parents and families lives have changed considerably over the past year, having to adapt to new ways of working and routines both inside the home and in the classroom.

Licensors will benefit from connecting with parents and really understand them, their patterns, their needs and the issues they are passionate about. I hear this through my daily interactions with mothers and female-led businesses that want to connect with brands with a bigger purpose and vision, possibly even supporting much needed world change.

As a society and brands in the family sector it is important for us to honour the incredible role parent’s play. Licensors can not only grow their businesses, but also be part of having a positive impact on family life, creating memories, entertainment, learning, while also providing windows of time for parents to work. Brands who commit to truly understanding their audiences and working with them will establish long-term loyalty and advocacy.

We can work together as companies, parents and organisations to truly enhance family life, grow great businesses and create positive change for future generations all at the same time.

Louise Webster is the founder of Beyondtheschoolrun, a platform where mothers can connect and receive inspiration and opportunities. She can be contacted by clicking on this link.

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