The Southern Maryland Child Care Resource Center (SMCCRC) is in the process of renaming and rebranding to "The Promise Resource Center". SMCCRC is the leading provider of training, resources and certification for those who care for children in the tri-county area of Southern Maryland (Calvert, Charles and St. Mary’s). Specifically, they provide an array of services to support parents, grandparents and licensed family and center child care providers. The purpose of the entity is to provide a brighter future for children by educating and supporting their parents and caregivers.
The center’s services are constantly evolving based on community need, but include technical assistance to center and family-based child care providers, free referrals to parents seeking licensed child care providers, school readiness training for parents that aligns with the Maryland standards, accreditation workshops and certification training for licensed child care providers, intervention strategies for at-risk families and many other services that help with the goal of developing safe, stable, and independent families and effective licensed child care providers in our community.
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The SMCCRC team identified the various constituencies as Parents, Family Providers, Child Care Center Staff, Caregivers, Foster Parents, Public School Teachers and Partners. When asked which constituencies would be the “bulls-eye” of our target the answer was Parents and Caregivers (the main targets that would fall under caregivers were Family Providers and Center Staff.
• H.S. diploma or above
• 25-40 yrs old
• Employed full time
• Aspire to be good parents (striving mindset)
• Want kids to be successful students
• Have special needs/questions
• Interested in learning
• Less confident in their own competence
• Little family support system
• H.S. diploma
• Accredited and know the standards/requirements
• Highly motivated to help the kids in their day care (hands on)
• Personal growth is important
• High self-esteem
• Competitive mindset
Day Care Centers
• Director or Owner
• Privately Owned (not chain)
• Highly profit driven
• Budget conscious
• State accredited
If we had to pick one single target for you to focus on as you think about logo design it would be the “parent” group described above. If we get it right for them, we believe the logo will also have strong appeal to the equally important audience of professional caregivers (who often are parents themselves).
Warm, friendly, relaxed and open. We want the colors, copy and visuals to communicate a sense of openness and a welcoming environment in which parents and caregivers can feel comfortable in engaging with us. It should reflect our sincerity around our mission to help them assist their children in fulfilling their own highest potential. The right balance of original imagery should reflect the nurturing environment and the focus on the ultimate goal of the realized potential of the child along with the adults (parents and caregivers) who we serve with the resources, support and educational certifications we provide.
• The Promise Resource Center – The idea for this name came from the idea that the very act of bringing a child in to the world is a promise of sorts - to that child, to yourself and to society - that you will help raise this child to reach his or her full potential… so they might fulfill their own promise as a human being.
To help us define the brand essence or “aura” – the feeling people should have about us - the green words below (Supportive and Competent) were the team’s favorites at the end of our branding session. The yellow highlighted words were among the favorites, with “inspiring” leading the way.