MEL GALLIPEAU / GR604-FALL 2020 MODULE 3 / THE BRAND GRID + NARRATIVE EXPANSION
REBRANDING The new Highlights will evolve to encompass a more holistic educational content and experience, versus focusing on the magazine exclusively. In the shorter term, parents are searching for ways to engage their children at home safely. There is a huge desire for organization and resources in the learning environment. The Highlights brand has a healthy legacy and can leverage that trust to draw a new generation of customers.
A longer term strategy would be brick and morter educational venues to provide spaces for classes and events, targeted at children age birth to middle school. Highlights venues would focus on pedagogical and creative activities, with the notion of partnering with sister companies to provide a more enriching product—the possibilities are virtually endless.
Within the rubric of educational products, Highlights would focus on elementary and middle school children, with the possibly of partnering with companies to provide a more robust experience.
16
