CANVAS CLUB BRAND IDENTITY
- Who are we, what do we stand for, what makes us special and who is our customer -
WHAT WE DO?
Canvas Club celebrates and nurtures the magic of creativity in a technological world by teaching tots to tweens to harness conscious curiosity through weekly, much-loved, fun creative crafting classes at over 50 locations across South Africa, Namibia and New Zealand.
Our Brand Essence
Nurturing the Magic of Creativity
(This is the single emotive positioning that our brand strives for on a daily basis and is the core of our organisation.)
The magic of creativity
The Canvas Club Ethos
Canvas Club celebrates the magic of creativity in a technological world by teaching children to harness conscious curiosity through creative crafting.
What does it mean to nurture creativity in today’s modern society?
Canvas Club introduces children to the magic of a creative life.
As parents, how are we developing skills that will enable and equip our children to cope with the ever changing technological world?
For our children to thrive, we will have to equip them with the ability to be curious. Curiosity unlocks creativity.
“Live curiously in a world of constant innovation and creativity” - Elizabeth Gilbert (Author)
How do children loose their curiosity?
They reach an age where they become aware of external rewards,
Their levels of self-consciousness increase,
Their surface level self-awareness increase, or
They form limiting beliefs, and they start second-guessing themselves.
Canvas Club’s promise
To nurture the magic of creativity
To create environments where curiosity is celebrated
To create creative crafts that are contemporary, solve everyday issues and build life skills
To unlock the magic of creativity to deal with an ever-changing technological world
To encourage inclusive innovation (group engagement)
Who is our customer?
Primary market: Parents of babies, toddlers and primary school children
Age: 26yrs - 45yrs women (and millennials 26yrs – 35yrs)
Psychographics: Socially conscious parents who endeavour to manage a balanced and holistic working and family life. They trust caregivers to look after their children but ensure that these caregivers are equipped with the right skills and environments that offer child’s play, creativity and curiosity. They choose products and services that resonate with their daily “wellbeing”and lifestyle aspirations. They strive to gift their children a holistic education, that they may have missed out on, and feel it is essential in modern society.
Opportunity in marketing to Millennial parents:
Millennials (22yrs – 35yrs) are parenting differently to any other generation.
To millennials, family wellness is a daily, active pursuit
Technology has enabled greater access to information and has put their children’s development and education monitoring into the palms of their hands
They want to purchase products that support their “wellness” aspirations
They turn to the internet — not just family and friends — for parenting advice
Millennials are documenting their kids' lives on social media
They are relatively confident in their parenting skills
Millennials don't place as high a value on playtime as previous generations
Millennial men are resisting stereotypes about dads’ incompetence
Our Value Proposition to the Customer
• STEM skills learning, fine motor skills, sensory play, problem solving and processing skills development
• After-school club and holiday club for working parents
• Age appropriate contemporary curriculum endorsed by Occupational Therapists
• Nurturing the magic of creativity
• Living life curiously
• Canvas Club supports my family’s wellbeing • Canvas Club makes me feel like a “Good” parent
Canvas club’s unique selling points
For contemporary parents, Canvas Club is the children’s creative crafting club that nurtures the magic of creativity in an innovative world because Canvas Club celebrates conscious curiosity.
COMPLEMENT YOUR OFFERING
Providing your child with an holistic education is any parent’s heartfelt wish. And as a high-end, well-priced, fun, interactive creative crafting addition to respected school curricula across South Africa, Canvas Club nurtures the magic of creativity through celebrating conscious curiosity and is fast becoming a much-valued choice.
A TRUSTWORTHY EXTENSION OF SCHOOLS
Canvas Club completely complements and enhances schools’ offerings through its schools’ program which is hosted during or after-school on school premises. We teach functional art – “art that works/plays” – enabling your child to thrive in an innovative world.
ENDORSED BY OCCUPATIONAL THERAPISTS
Our age-appropriate and contemporary curriculum focuses on fine motor skill development, problem solving and processing skills. Combining creative crafting with STEM (Science, Technology, Engineering & Mathematics) skills we provide a platform – endorsed by Occupational Therapists – for creative expression that nurtures imagination.
CHILDREN LOVE CANVAS CLUB!
In our uncompromised support of community, friendship and inclusive innovation, Canvas Club is loved by children, parents and schools alike – just ask them!