Boston Public Schools
Boston Public Schools has a nationally-acclaimed Pre-K Curriculum that is play-based, supports early literacy, and is no cost for parents. However, research showed there was almost zero awareness of this valuable program among prospective parents and families. Forge was engaged to change this – to improve awareness and application numbers for the Pre-K curriculum of Boston Public Schools in its variety of settings throughout the city of Boston.
Brand Platform
To increase awareness and engage a broader prospect base with this valuable curriculum, we had to overcome a few challenges. First, the Boston area is a highly competitive environment with many private day care options. Second, the Boston Public Schools affiliation was perceived as a negative by half the market. Our solution? We imbued “Boston Pre-K” with a greater value by positioning it not just as childcare, but as an opportunity. Matching our acclaimed curriculum of “whole-child” education with this pivotal moment in a child’s development is truly an opportunity to positively impact a child’s entire life. The convenient hours and no-cost pricing is an opportunity that frees parents to work and save, improving the trajectory of their lives, too. Rich or poor, every child and family deserves this opportunity. We’re sharing that story.
Visual Identity
In addition to developing a more meaningful brand platform, Forge developed a new name and consumer-friendly logo to reflect the quality and expert care of the “Boston Pre-K” curriculum. We also developed a colorful, distinctive brand look symbolizing the fluidity of a child’s development, using authentic classroom imagery to capture the breadth of our audience and the warmth and expertise of our care.
Brand Campaign
All parents want to do the best for their children. We developed simple messaging showcasing the benefits of Boston Pre-K to engage and inform a broad socio-economic spectrum of caring parents and families. Additionally, to make it easy for any parent or family to access information about the Boston Pre-K program, we provided multiple CTA options.
