Sunday, November 1, 2009

The Grove School takes root

Last week marked the launch of The Grove School, a “fresh new pre-school” grounded in the philosophy of healthy mind, healthy body, and healthy planet. This is a place where children will learn about the importance of sustainability and conservation, along with reading and math skills. While at play, they’ll spend part of the day practicing downward dogs or planting seeds in the garden. The Grove School is a place where children will learn and grow in creative ways and be prepared for the world they will inherit.

As a brand, what makes The Grove School unique is that the development of the concept has been rooted in an experience versus a product. Burt Rosen who oversees all things digital at The Grove School writes, the…” experience is driven from a top down strategy and everything aligns with the strategy. For example, The Grove School is about healthy body, healthy mind and healthy planet so everything follows those filters. The food is healthy, the curriculum is designed to spur creativity and curiosity, and materials and sensibilities are all focused on what’s good for the planet and instilling those values in our kids and our families”.

Another unique aspect of the brand is its community-based platform. The Grove School utilizes social media tools such as blogging, Twitter, YouTube and Flickr to connect families, school activities, and teachers together. is a vital piece of how the school communicates through building a community organically in an environment that nurtures ideas and relationships to support the families and children.

The brand personality of The Grove School has been beautifully brought to life by Tether, the Seattle-based agency who worked with Knowledge Universe in developing the concept. The images, look and feel are very playful and engaging while reflecting the core values of community, wellness and authenticity.

If you happen to live in Cary, NC or in Plano TX and have pre-school children, this is where the first two locations are opening in January 2010.

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