Clever

Market Research and Brand Study

We began by thoroughly understanding Clever Daycare’s business model, goals, and strengths in the childcare industry. This involved analyzing what makes Clever Daycare unique and how it stands out from other daycare centers. We also studied the competition to see how they position their brands and what Clever could do better.
This involved looking at how other daycare centers in the area position themselves, what services they offer, and how they communicate with their customers.
We also assessed market trends to understand what parents are looking for in childcare today. We even interviewed Clever’s key members to discover real experiences and find unseen gaps or needs of customers. This research strongly helped us identify opportunities for Clever Daycare to differentiate itself and attract more families.

We initially defined a Unique Selling Proposition (USP) for Clever Daycare and created a clear vision and mission statement that reflects its commitment to safety, creativity, and nurturing care. These core elements became the foundation of the brand’s identity.
Next, we developed Clever Daycare’s brand personality, to ensure that all the future tone, style, and messaging are consistent across all communications.
Finally, we created a targeted marketing strategy, focusing on the best channels to reach parents, such as social media and local advertising. This strategy aligns all marketing efforts with Clever Daycare’s mission, helping attract and retain families with the same values.

We developed a strong verbal identity for Clever Daycare by including a memorable slogan and establishing a clear tone of voice. This tone is friendly, welcoming, and reassuring, perfect to communicate with parents.
We also focused on word choice and sentence structure to ensure all communications are simple positive, and reflect the daycare’s nurturing and creative environment. This consistent verbal identity helps Clever Daycare connect with families and reinforce its brand values in every interaction.

Then, it was the time for a vibrant visual identity that could reflect Clever’s warm and playful atmosphere. This included a cheerful logo, a child-friendly color palette, and easy-to-read typography. We also created consistent icons and graphics.

A unified corporate identity was developed for Clever Daycare, to integrate all brand elements. This included sleek business cards, letterheads, and envelopes. Custom templates for presentations, invoices, and memos were also developed, ensuring a consistent and polished look in all communications. Branded materials such as ID cards and certificates further reinforce the daycare’s identity at every touchpoint.

Advertising materials were designed to clearly communicate Clever Daycare’s message and appeal to both parents and children. This includes the creation of eye-catching banners, posters, online ad content, videos, social media advertising content, etc.

Guidelines were also developed to ensure that all future advertising maintains a consistent look and feel, with specific color, font, and imagery recommendations. These guidelines help Clever Daycare stay true to its brand identity in all advertising efforts, ensuring that every ad is recognizable and aligned with the daycare’s core values.

As part of the marketing strategy recommended by Dream Farm Agency, we introduced the idea of creating a brand mascot for Clever Daycare. We developed “Cleo,” a playful and friendly penguin, to integrate the daycare’s spirit.
Cleo was designed through a process of brainstorming, sketching, and refining to create a colorful and engaging character.
Now, Cleo serves as a fun and recognizable symbol for Clever Daycare, helping to build a strong connection with both children and parents, both in physical and digital channels.

Dream Farm Agency designed and developed a user-friendly website for Clever Daycare that showcases the daycare’s unique offerings and values. The website is visually appealing, with a layout that is easy to navigate for parents seeking information.
It features engaging content highlighting Clever Daycare’s programs, staff, and facilities and clear calls to action to encourage inquiries and enrollments. The site is also optimized for mobile devices, ensuring a seamless experience for users on the go. This website strengthens Clever Daycare’s online presence and serves as a key tool in attracting and retaining families.

The comprehensive branding and marketing strategy we implemented for Clever Daycare led to a significant increase in awareness and enrollment. Their waiting list was completely booked, and due to the overwhelming demand, Clever Daycare opened another branch to accommodate more families. The new branding not only distinguished Clever Daycare in the competitive market but also solidified its reputation as a leading childcare provider in Calgary.