Procare

Developing one unified message for multiple platforms

OVERVIEW

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.

Private Equity

Private Equity Backed

Sector

Childcare Management
Software

Deliverables

Positioning & Messaging
Visual Brand Development
Brand/Product Architecture
Branded Business Tools

Procare

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 Burrows

Chief Marketing Officer

PROBLEM

Align multiple products from recent acquisitions.

SOLUTION

Develop a clear brand architecture and positioning that encapsulates the value of the entire organization while leaving room for each product to differentiate themselves.

PROBLEM

In a rapidly growing competitive landscape filled with innovative start ups how does a 30-year stalwart, but tired, brand compete?

SOLUTION

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.

PROBLEM

Cutting through the noise in the market.

SOLUTION

Creating a vibrant new evolution of the visual brand that would catch prospects’ attention in marketing materials and events to share the new messaging.

LIKE WHAT YOU SEE

Procare

Private Equity

Sector

Deliverables

Michelle Burrows

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