We are updating our brand and creating a new marketing strategy. On May 23, 2017 we held a branding brainstorm to discuss audiences, messaging, channels and touchpoints. Here is a summary of what we learned.
Why are we doing this?
This project is intended to
- Increase enrollment
- Tell our story in a clearer way
- Give future parents some tools to use
Messaging
Current:
- Slogan – learn through play
- New parents often hear from friends that it’s hard to find childcare: we hear it so often that there are no childcare options so people take whatever they can get
Needs:
- Re-frame Co-op from hard work to lots of value (free family education)
- Share that you GET TO ATTEND free quality parent education
- Describe how you can participate at different stages
- Showcase the quality of education and link to VICPA
- Share more of the teachers expertise, experience and thought leadership
- Learn through play philosophy can be extended to parents learning as well
- Community aspect not understood from the outside
- Better describe the large outside space
- Examples of inclusivity
Channels
(the materials that carry the brand)
Current:
- Website
- Signage on street and building
- T-shirts
- Word-of-Mouth
Needs:
- Updated logo that is more current, and better typeface suggestion not to change dramatically because of (strong brand value, still used in many places and historical recognition) Consider a phased approach to changing it.
- Brochure
- Toolkit of communications materials (posters, cards etc.)
- Communications Calendar
- Possibly video to market teachers
- Possibly FB ad boosts
Touchpoints
(the brand interactions)
- Drop in group
- Fundraising event and requests for donations
- Talking to other parents
- Talking to ECEs
Needs:
- Possibly co-branding with other VICPA schools