Procare —
Developing one unified message for multiple platforms
Procare is the No.1 name and brand in child care software. Used by more than 30,000 child care 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 the 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.
