Lakehill Brand Blueprint

September 18, 2017

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



  • 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



  • 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


(the materials that carry the brand)


  • Facebook
  • Website
  • Signage on street and building
  • T-shirts
  • Word-of-Mouth



  • 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


(the brand interactions)

  • Drop in group
  • Fundraising event and requests for donations
  • Talking to other parents
  • Talking to ECEs



  • Possibly co-branding with other VICPA schools