Nobel Learning Communities, Inc.

Preschool centers across the country offer similar programs and pricing for families needing full-time care for their young children. Our challenge was to develop a brand positioning for the Nobel Learning Communities, Inc. preschools that would resonate with parents and differentiate the schools from the competition. Intensive, qualitative research revealed that, while parents demand a safe, nurturing environment for their children, they also want assurances their young children will be prepared for kindergarten.

To differentiate the NLCI preschools, we built a brand that delivered on these core attributes, while appealing to dual-working parents' deep emotional need to feel connected to what their children are doing while not in their care.

MGH developed a brand positioning around the propriety preschool curriculum NLCI created for its schools, strongly leveraging the component of the curriculum that links parents to what their children are learning. To support this, we created a suite of monthly parent communication materials that highlight the skills children are learning and provide parents with activities they can do to continue the learning at home.

Working together, MGH's PR and advertising teams have implemented campaigns promoting NLCI as a provider of curriculum-based preschool education — relatively unusual in the preschool/daycare market. MGH regularly develops and implements media relations campaigns that announce curriculum enhancements and new programs within the 26 local media markets surrounding NLCI's schools. Not only have these campaigns led to numerous media placements, they've also served as a rallying cry for the local principals and teachers.

In using these approaches and strategies, MGH has helped NLCI increase enrollments, improve retention, and streamline internal and consumer branding.