interest in branded content in the style of popular DIY shows on the reality networks. She points out, “People connect with a brand through knowledge or emotion. So you have to hit them in the brain or in the heart… I wanted DIY Mom to bridge the gap between YouTube tutorials and HGTV. Not so much the drama in between, but you see what they use and how they do the renovations, and if it is done well, it will stick with you.” The idea resonated with executives at Bell TV in 2017 who offered to sign Higgs up for 10 episodes of DIY Mom for their subscriber’s network (the episodes remain avail- able on Bell TV On Demand as well as on YouTube). The show was distributed nationally in Canada across the Bell network, giving Higgs the exposure she needed to culti- vate a client base for her newly-minted TV, film and com- mercial company, Matriarch Productions. Fundamental to the branded-content concept lies the development of key partnerships with suppliers and busi- nesses, destined to be highlighted during episodes of the ‘edu-tainment’ episodes. In a show like DIY Mom, one can just imagine that the opportunity for partnerships with material suppliers would be abundant. Motivated by single motherhood, and thus the need to be profitable in the video series, Higgs became adept at attracting partners. “I’m a single mom, so I couldn’t just do this for fun. It had to make money. At the time I wasn’t really aware of social media influencers. My desire was to take it to a high-end video level because I want to produce and make great video content — something I am passionate about.” Suppliers such as Wacky’s Flooring and Kent Building Supplies jumped onboard in the production’s early stages, demonstrating to Higgs that meaningful partnerships with businesses in the community were indeed a possibility. “I approached them and basically said that I was doing this web series about renovating a 1931 colonial-style home. And I said that I’d pay for the videographer if they gave me the supplies for the renovation.” And so it began. The demolition, the rebuilding, the wall- papering… ten 12-minute episodes in all. DIY Mom was a large motivator in eventually starting Matriarch Produc- tions, but Higgs explains that expanding her client base was always in the career plan. “I started picking up other clients and doing videos for them. All with the same brand- ed-content idea behind them. Giving people a reason to watch the videos.” For example, a recent Matriarch client is producing a podcast called “Use Your Voice.”. It’s a monthly video podcast (vodcast) with motivational speaker and Spin/Co Halifax studio owner Taye Landry. The website explains that the podcast focuses on “empowering individuals to speak their truth and use their voice.
their purpose.” Higgs is sure to point out that Matriarch Productions is thrilled to be a part of such inspiring young voices. “Taye is really something. It’s hard not to be moved by her work.” “I’m a single mom, so I couldn’t just do this for fun. It had to make money.” High praise indeed from one who, herself, inspires single moms to get out there and install floor tiles and ceiling fans! And the feedback has been positive for DIY Mom and the long list of other Matriarch Productions. “Many people on social media say that they love the show and admire the patience it takes to dive into the projects we do on the show. I receive many positive comments from people who respond to the before and after images saying they can’t believe they are looking at the same house.”
Instilling belief, confidence, courage and bravery. Helping individuals realize their worth while becoming aware of
A quick scan of Matriarch’s Instagram feed demonstrates that clients and sponsors alike enjoy the experience of
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APRIL 2018 • SPOTLIGHT ON BUSINESS MAGAZINE
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