Case Study
Collaborative for Children
Challenge
In May of 2008, leadership of Collaborative for Children called upon Edge to craft a multifaceted marketing effort focused on the importance of early childhood education. Because Collaborative for Children’s origins stem from two legacy organizations, Collaborative’s marketing materials and messaging lacked consistency and uniformity. While being asked to breathe new life into the organization’s marketing voice, Edge was charged with making advocacy of early childhood education and childcare the focal point of all communications.
Opportunity
Edge’s work began with Collaborative for Children’s graphic identity and tagline. The existing Collaborative logo was streamlined and modernized, while the tagline, “Bright Futures Begin Here,” was developed to reinforce Collaborative’s mission and service to the families, educators, donors and advocates within our community.
Other projects included printed collateral, as well as development of a marketing theme that would impact many of the year’s communications. This theme, “Investing In The Next Generation,” was launched in tandem with Collaborative’s 2008 annual luncheon. The lunch event also served as the premiere of Collaborative’s new marketing video – written and produced by Edge, shot in high definition.
In tandem with these efforts, Edge and Collaborative for Children worked diligently throughout 2008 on the group’s new website, which offers an array of resources for families, educators, donors, legislators and the media. Among the site’s most dynamic features is the QualiFind childcare search and evaluation tool.
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