Problem How do you successfully launch a new website? Solution Use traditional and nontraditional OOH formats to target both a general audience and the specific user base. Background In the spring of 2008, NAVYForMoms.com was launched as asocial networking website designed to give moms, dads, relatives and friends who have loved ones in the Navy a place to gather accurate information, share stories and gain sup- port from their peers. In addition, the site is an information resource for parents of young men and women considering joining the Navy. The website allows parents to share what great things their children are doing in the US Navy. Members contribute to thousands of discussion forums, lending advice to each other and sharing their stories, photos, and memorable moments.

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