GBA Communications

The Parenting Research Centre (formerly the Victorian Parenting Centre) is a national resource for government, community support agencies and practitioners working with families to help parents raise children well.

The brief …
To lead the organisation through a 12-month program to deliver a new brand blueprint and creative to establish a clear link between that and the suite of products within the brand portfolio – including the prestigious Healthy Start Program, the Signposts Statewide Program, AusParenting in Schools, Parenting Young Children and the ABCD Parenting Young Adolescents Program.

The challenge …
In its 10th year of operation, having increased in size from a small, state-based organisation to a 50-member, highly qualified team of scientists and clinicians with Australia-wide alliances, the decision was made to rebrand the Victorian Parenting Centre to better reflect its scope and national partnerships. The process involved engaging the board, the executive team, program managers, staff and a wide range of diverse stakeholders.

The outcome …
By end of contract, we had achieved a values-driven, seamless transition positioning the organisation as a national voice on the science of parenting, relaunched as the Parenting Research Centre – with a staged communications plan to bring the brand to life. We had also:

	designed, developed and published a suite of print and electronic promotional tools for the Parenting Research Centre and the programs within the brand portfolio
	devised and implemented a protocol for print, electronic and on-line publishing and media management
	overseen the crafting of information developed by the Parenting Research Centre for the Raising Children Network website.
	designed and developed a branding, marketing and communications plan which helped the Parenting Research Centre win a $9 million Australian Government contract to manage the national rollout of a new program to support parents and carers of young children with disabilities.