New Work: The Sunshine House

We’re pleased to have just launched our first work for The Sunshine House, a national brand of early education centers. The Sunshine House came to us looking for a way to be more competitive in a crowded market. In a landscape that’s cluttered with generic stock photography and interchangeable brand messaging, it’s easy for one childcare development brand to get lost among the rest.

That’s why we walked Sunshine House through our disciplined strategic process to determine a new brand positioning: support for families. The shift in brand messaging from kid-centric to family-focused was designed to differentiate from other childcare development brands and resonate with working parents. The Sunshine Helps program provides real life benefits engineered to help busy working parents—everything from more convenient hours to gift cards for a month of free housecleaning.

Next, we replaced Sunshine House’s enrollment discount program with a Kohl’s retail partnership. Teaming up with Kohl’s helps Sunshine House demonstrate its commitment to supporting families by offering practical incentives that add real value, rather than discounting one of the most important decisions a parent makes (childcare).

We’ve had a blast working on this brand to build a strong community of Sunshine families.

Strategy and creative team: Kevin Smith, Cathy Monetti, Ryon Edwards, Julie Turner, Kathryn White.

This entry was written by Cathy Monetti, posted on August 25, 2011 at 2:00 pm, filed under Advertising, New Work, Offerings and tagged , , , , . Bookmark the permalink. Follow any comments here with the RSS feed for this post. Both comments and trackbacks are currently closed.

Comments are closed.