Off to a good start 18

Goodstart Early Learning
A rebrand rollout of 660 centres nationally gave us the opportunity to reduce risk, build value and effect improved profitability. Winning us a global award in the process.

Goodstart Early Learning wants Australian children to have the best possible start in life – giving them the best chance and achieving their potential.

Following the voluntary liquidation of ABC Learning Centres in 2008, A socially-minded buyers syndicate made up of The Benevolent Society, Mission Australia, the Brotherhood of St Laurence and Social Ventures Australia purchased ABC Learning as Goodstart Limited in 2009.

In 2009 ABC Learning had approx. 15% market share, wanting to address a key source of social issues – poor early childhood experiences – Goodstart was set up as a social enterprise that embraces early learning.

A multi-site rebrand rollout

Conceived and developed by The Garden Agency, Goodstart set out a plan to implement their new vision with a new brand identity in over 660 centres throughout Australia.

Diadem was engaged as the implementation partner, responsible for the successful transition of 660 centres; ensuring the timely, cost-effective implementation of a quality new brand across the network of childcare centres.

Our delivery of the new brand was a strategic approach that reduced the risk and built brand value for Goodstart. Ultimately this achieved a moderate increase in occupancy in these centres along with a steady increase in occupancy over the ensuing period – translating into improved profitability and heightened brand value for Goodstart, who support 72,000 children and 15,000 staff.

An award-winning rollout

Following awards for our work with ANZ Bank and Giant Bikes, this project for Goodstart Early Learning centres was awarded the REBRAND 100 Global Award for Brand implementation – the first and highest worldwide recognition of its kind.

Eligibility included enterprise-wide initiatives and included products, services, non-profit organisations, and individuals from diverse geographic locations as Brazil, Canada, China, India, Italy, Lebanon, Romania, UK and USA.

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