Learning center smartens their brand.
Case Study // Kids R Kids
- When the Bullard’s purchased their Kids R Kids learning center, they faced a major problem: the pre-school had a bad reputation. Not only did they immediately address and correct all issues they saw, they added strong bonuses to the school’s curriculum like sign language starting in the infant rooms and science starting with the 3 year olds. The problem was, parents in the community either didn’t know about the changes or didn’t believe in them.
Enter Water Design Studio.
Water Design was hired to rebrand Kids R Kids within the constraints of a national franchise brand and create a plan to get the word out about the quality of the new ownership.
After initial research and discussions with management and parents, we simplified their positioning message to better reflect what parents are looking for:
- Kids R Kids. Safe. Loved. Happy.
The campaign consisted of many pieces including magazine and store ads, brochures, event promotions, parent newsletters, and retention programs with messages that were very focused on the academic extras the school offers. Real-life Kids R Kids students, parents and staff are featured in every marketing communication.
The results? In less than year the center had added 25% more students, and the infant and early toddler rooms had waiting lists. The school’s reputation also improved: Kids R Kids is the number 1 child care center in Houston with the Bullard’s school considered the model to follow. In 2007, when they opened their second school, it opened profitably with waiting lists for the youngest classes.
“What makes Water Design special is their commitment to what my business means to me.” says Debbie Bullard, owner of Kids R Kids. “They don’t offer formulaic answers to my business problems, but get involved in finding the best solution for our schools. I’m proud to say that Water Design works with us.”