High Road School
Ailment
Kids 1 Inc. has developed considerably since its foundation in 1986. An aggressive growth strategy outlined two main arteries for expansion; the buy-out of pre-established schools in desired markets and the establishment of new schools in market sectors with proven need. By the time Kids 1 approached Vitamin, 28 schools spanned 7 states. Varying brand names for these schools caused massive scalability obstacles. Worse, competitors Sylvan Learning, Kennedy Krieger and Hanna Moore did not have these hurdles to leap. Target audience members were able make meaningful connections between the competition's brand and service offering. Kids 1 was losing ground.
Prescription
- Reevaluate National Corp. Identity
- Implement Matching Stationery Collateral
- Create Unified Corporate Sales Collateral
- Investigate Web Site As Sales & Mini-site Venue
- Centralize Locations and Standards
Cure
Through Vitamin's meticulous process and ability to work seamlessly throughout brand media, Kids 1 has been able to significantly capitalize on its investment. Top-of-mind placement among key decision makers and stake holders is now a reality. Kids 1 wanted to compete. Now they can.
- Value proposition and secondary messaging was extrapolated and used as ground work for a fresh logo design. A distinctive color palate was implemented
- The missing foundation was implemented: a clearly understandable and balanced logo
- A unified look was established: Stationery collateral was created and designed to work with all school locations
- Internal communications were optimized: brand standards were created for schools to follow and a secure repository for data of this nature was created
- A secure intranet was developed in order to safely house corporate communications and standards documentation
- Kids 1 was given the ability to add navigation to the Intranet as well as set permission levels for operations, front desk, director and general employee access
- The sales process was rejuvenated and shortened: sales collateral materials were created and strategically implemented
- Mass-marketing venues were optimized: The web site rolls all school locations into one easy-to-navigate and heavily informative presence
- Each school is a quick find and contains its own mini-site.
- Custom Flash video provides school director's commentary on programs, services and mission
- Kids 1 was given the ability edit the site and add new schools through a custom built content management system