Nick Jr. Brand & Design strategy
A Holistic Approach
In 2015 I was asked to provide strategic leadership for how to refine and amplify Nickelodeon’s preschool brand for today's socially driven world. Working with internal stakeholders on the pre-school brand team I created an insight driven brand proposal that would emotionally connect them with emerging millennial parents, systematize creative workflows, and stretch their voice, resources, and team members across more platforms than ever before.
Using internal and external research I identified emerging audience needs, shifting trends in technology, and a staggering brand engagement falloff that called for a reimagining of what pre-school brands should offer today's kids and parents. Focusing on the enormous role of play for the pre-K mind and contemporary early childhood education curriculum, I was able to take a holistic approach to kids learning. Nick Jr. would use play as a creative brand catalyst but that play would be purposeful for the mind, body, and soul. It would open up the brand experiences on interactive platforms and reach audiences where they are in an active co-creator space, (not just tv) and rally parents around the cause of making engaged well rounded good tiny humans. An executive brand presentation was created to articulate what this new conceptual framework was. In addition I supplied a plan of action, pointing towards strategic and organizational solutions for faster and more affordable design systems, creative resource allotment, and team work flow that would help diversify the work load of the existing promotional teams, and help them jump with confidence into a more social/digital world.
Millennial Parent Identity
Values Driven Fun
Parents want to care and interact with brands that represent their values and stand for something beyond money and ratings. We can tap into this desire by cause marketing our new holistic pre-K approach. We can catalyze an army of socially driven brand champions by showing them why they should care and providing multiple easy ways to get involved.
Pre-K Wants and Needs
Play is a Purposeful and Powerful Tool (Reggio Emilia)
The skills kids need to thrive in today's increasingly interconnected and social world are not developed through ABC 123 curriculum based content alone.
Playing is the natural default tool for kids. It helps them define and understand themselves and the world; developing skills such as teamwork, curiosity, confidence, kindness, and humor.
Platform Agnostic Tech Effect
Power of the Platform
The expanding media environment means that parents use different platforms for different things. By understanding these changing expectations we can begin to leverage the power of our other platforms and diversify how we spend promotional dollars. By focusing on the power of each platform we can begin bridging the gap between technology and the real world with innovative apps, toys, and experiences based off of our properties.
Brand POV
360 Play For 360 Kids
Nick Jr. harness's the power of play to celebrate and nurture the “whole” child. Going beyond one dimensional passive ideas of children’s media and creating action-oriented experiences that empower children to become curious co-creators of their world and ours. We create safe, engaged, challenging, experiences that help kids develop the skills necessary to learn, grow, and laugh with confidence.
Tagline Options
Powered by Play
Positively Playful
123 Play
The Genius of Play
Putting Play First
Values
Head
Hands
Heart
Principals
Play is our catalyst.
Nurture the “whole” child.
Our audience is an active participant.
Bringing it to Life
Think Holistically
Implement holistic multi platform campaigns A stunt, leads to digital games, leads to social galleries, to consumer products, to digital only socially driven spots, to kids hosted content talking points, to parental printable/lessons and to branded content with all arms of business.
Implement Systems
One cohesive visual language for everything.No new looks.
3 tiered promotional system with increments of resource allotment.
1 Baseline system dominate.
2. Stunt or special
3 Show launches or brand tentpole
Understand and Leverage Your Platform
Each platform serves a purpose for the overall brand. Clearly communicating the goals and role of each platform to all team members, will bring laser focused innovation to what we do and where we do it.
Relocate Restructure and Re-invent
Relocate our interstitial , seasonal, & ident work resources to multi platform branded content creation. Align schedules, budgets, and teams to support this approach.
Restructure teams to work silos.
1. Promo production
2. Property promotion
3. Brand / platform systems
4. Branded content
