Procare —
Developing one unified message for multiple platforms
Procare is the No.1 name and brand in childcare software. Used by more than 30,000 childcare organizations across the country, the company made a number of strategic acquisitions over the past few years and needed a clear, unified message to combine Procare’s 30 year market leadership with the value of the newly acquired platforms.
By aligning the products within a clear brand architecture and updating the visual brand with a more modern look, Procare was able to go to market with a compelling new story about their broader business value.
By adopting the tagline, ‘Connected and in Control’ – the new Procare brand reinforces the benefit they offer owners of child care businesses – to further their mission of enriching children’s lives.
When we were looking to reinvigorate and evolve our 25+ year brand, we turned to Sustena. Their proven methodology and deep insights into our industry led us to an end-product that resonated with our customers, future advocates and within our company itself. Sustena’s work provided us with a foundation that we continue to build upon and positioned us for future growth.”Michelle BurrowsChief Marketing Officer
Align multiple products from recent acquisitions.
Develop a clear brand architecture and positioning that encapsulates the value of the entire organization while leaving room for each product to differentiate themselves.
In a rapidly growing competitive landscape filled with innovative start ups how does a 30-year stalwart, but tired, brand compete?
Make Procare’s long legacy in the childcare space into a virtue and emphasize the comprehensive control and trust the evolved business can bring to child care businesses.
Cutting through the noise in the market.
Creating a vibrant new evolution of the visual brand that would catch prospects’ attention in marketing materials and events to share the new messaging.