The new creative branding, expressed through captivating graphics and illustrations, significantly enhanced the brand’s recognition and established a clear market position. This led to a substantial increase in awareness among the target audience.
Kids Korner was founded in 2005 by husband and wife team Richard and Debbie Pham. The first centre opened in Bargo, South Western Sydney in 2005 and by 2010 the couple had subsequently opened an additional 8 childcare centres. The Phams wanted to change the business model to a franchise model. Franchising the brand would allow the business to grow aggressively in order to achieve new business goals.
Kids Korner approached Marketing Angels wanting help setting up a marketing plan for the new business model as the franchise market in Sydney is very competitive. Kids Korner wanted to make sure that they were setting themselves up to stand out and be attractive not only to potential franchisees but to prospective parents as well. Kids Korner wanted Marketing Angels with:
At the time, the flagship Cranebrook centre was already open but only had 50% occupancy. Immediate plans were in place to open two additional centres at Penrith, West Hoxton & Ropes Crossing. After a half day brand and positioning workshop, the following outcomes were achieved:
As a result of the activities run by Marketing Angels, the Kids Korner brand was significantly bolstered, and its market positioning became clear. The awareness of the Center in the market experienced a substantial uptick, as evidenced by the fact that the flagship Cranebrook Kids Korner reached full occupancy. In early 2013, two extra centers were opened in Penrith and Ropes Crossing. Negotiations for leasing were underway for several other locations. The new website had been launched and was operational; in conjunction with the SEO campaign, it yielded robust franchise leads, all of which were actively being explored.
With Kids Korner making substantial progress toward their original business objectives, their subsequent move involved engaging in a public relations workshop with Marketing Angels. The workshop resulted in the development of a PR plan, which aimed to attract potential franchisees.
The half-day workshop was the perfect platform for us to get our heads around the marketing direction we should go in to support our business goals.