Parents as Teachers

BRAND ASSESSMENT/ COMPETITIVE INTELLIGENCE

Do you know which of your services a national market most needs today and how to promote them effectively?

RESEARCH OBJECTIVES

Understand perceptions about Parents as Teachers, their products and services, and the relationships among them. Identify the strengths and weaknesses of competitive offerings.

KEY INSIGHTS

Repositioning the organization as “education” rather than “child development” will open up more opportunities. Position and sell the organization’s curriculum as a “value-add” for programs working with at-risk and high-needs populations.

HOW PARENTS AS TEACHERS USED THE INSIGHTS

In collaboration with its agency, Standing Partnership, Parents as Teachers clarified its branding, realigning its service/product offerings and creating several new pathways for partnership with professionals and providers of early childhood education.

WHAT WE DID

We conducted 30 minute in-depth telephone interviews with current programs buyers and prospective implementers, training customers and end user families across the U.S.

“We discovered that Parents as Teachers curriculum and training products and services can be used in a range of different ways that didn’t exist when we founded our organization. We also learned that we need to simplify and consistently brand what we provide so buyers and ultimately families (end users) know it’s related and from the same organization.”

Pat Simpson
Director, Marketing Communications