All About Kids

ABOUT THE PROJECT

All About Kids is a regional childcare franchise started in 2005, operating 16 locations across Ohio and Kentucky. Over the past decade, interest in their centers has decreased, as they faced new competition and changing customer attitudes. Parents expect childcare centers to have state-of-the-art technology and a robust curriculum where children begin learning before kindergarten. Competitors with modern aesthetics and names including “school” and “academy” were stealing market share. All About Kids had the care and curriculum, but lacked the look and messaging.

THE APPROACH

Overhaul their brand to improve customer perception, and highlight the features parents most desire. All About Kids’ old logo served them for 20 years, but the crayon-style font and doodle icon made the company feel too childish and unserious. We transformed their look from childish daycare to modern childcare center, carrying forward hallmarks of the existing brand, such as bright colored letters. We crafted new messaging, focusing on four core pillars: education, safety, value, and support. The new messaging took center stage as part of a comprehensive website redesign. In addition to streamlined messaging and a cleaner design, the new site boasts an updated location finder, improved management of individual franchise locations, and the ability to request a tour directly online. The new brand and website launched in June 2016, and All About Kids is already seeing renewed interest from parents and franchises. One month after launch, All About Kids announced two new franchise locations in development.

Katie Thompson, Director of Franchise Development at All About Kids says, “Our focus has always been on supporting families and franchisees… This refresh ensures that All About Kids reflects the quality, care, and consistency that our centers deliver every day.”