Brand Extension Proposal
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Brand Extension Proposal
Our mission is to connect communities of curious minds and create lifelong learning possibilities
Keywords
Growth: Becoming Brighter
Exploration: Searching for Knowledge
1. The activity of searching and finding out information about something; 2. The action of traveling in or through an unfamiliar area in order to learn about it
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1. The process of developing or maturing physically, mentally, or spiritually; 2. Progressive development; 3. Development from a simpler to a more complex stage
Potential: Full of Possibilities
1. The chance or possibility that something will develop and become real; 2. Latent qualities or abilities that may be developed and can lead to future success or usefulness; 3. The innate ability in every person to live and perform in alignment with their highest self
Interactive: Building Connections
1. Allowing a two-way flow of information, ideas, and messages; 2. Involving the actions or input of a user
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Table of Contents
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.01 .02 .03 .04 .05 Brand Overview Conceptual Charts Proposed Extensions Website Structure Stationery
Section .01
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4
Brand Overview
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5
From Channel to Company
The Learning Channel emerges from a rebranding initiative as The (new-but-familiar) Learning Company…
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THE LEARNING COMPANY BRAND EXTENSION PROPOSAL
The Learning Channel is rebranding itself to focus on connecting, creating, and exploring as ways of learning. Far from its days as a television channel, the brand wants to get people out of their comfort zone and immersed in learning. The Learning Channel wants its audience to know that lessons and mistakes are both moments of learning. Getting dirty and making mistakes in the learning process is half of the fun! The other half comes from sharing that new knowledge and new adventure with their community.
Removed from the television, The Learning Channel found the opportunity to re-envision itself and expand beyond an antiquated medium. The brand will move into this new age with an updated name as the new, but familiar, The Learning Company.
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SECTION .01: BRAND OVERVIEW FROM CHANNEL TO COMPANY
OCTOBER 1980
Appalachian Community Service Network (ACSN) broadcast free programming directly to public cable
1985 TO 1991
The Learning Channel aired for six years, geared toward an inquisitive and narrow audience with generally modest ratings
JANUARY 1, 1984
ACSN shortened the network name to The Learning Channel
1992
Discovery shortened the name of the channel to TLC, but maintains “The Learning Channel” below the logo
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THE LEARNING COMPANY BRAND EXTENSION PROPOSAL
MARCH
1998
The Discovery Channel removed “The Learning Channel” from the logo
EARLY 2008
TLC launched a new imaging campaign that shifts the focus to personal stories
2022
The Learning Channel rebrands itself as The Learning Company
27, 2006
TLC launched a rebrand campaign that wanted to shift away from decorating shows and reality programming
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SECTION .01: BRAND OVERVIEW FROM CHANNEL TO COMPANY
Section .02
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Conceptual Charts
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Bird’s Eye View
The following charts provide an overview of how the proposed brand extensions relate to The Learning Company’s updated mission statement…
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THE LEARNING COMPANY BRAND EXTENSION PROPOSAL
19 SECTION .02: CONCEPTUAL CHARTS BIRD’S EYE VIEW
Connect
ENV-01
ENV-03 SER-02 EXP-01 EXP-02 PRO-01
PRO-03 PRO-04 COB-02
COB-01 EDU-01
EDU-03 EVE-04
ENV-02
EVE-01 EVE-02 EVE-03 EXP-03
Explore Create
PRO-02 SER-01
20 THE LEARNING COMPANY BRAND EXTENSION PROPOSAL
ENV-01 PUZZLE PLAYGROUND/OBSTACLE COURSE ENVIRONMENT
MUSEUM ENVIRONMENT ENV-02
COMMUNITY SPACE ENVIRONMENT ENV-03
NATURE SUMMER CAMPS EXPERIENCE EXP-01
ELEMENTARY AFTER SCHOOL PROGRAM EXPERIENCE EXP-02
VR ADVENTURES EXPERIENCE EXP-03
COMMUNITY RESOURCES SERVICE SER-02
MASTERCLASS CO-BRANDING COB-01
DISCORD SERVER CO-BRANDING COB-02
PRIVATE SCHOOLS EDUCATION EDU-01
COMMUNITY CLASSES EDUCATION EDU-02 PODCAST EDUCATION EDU-03
COMPETITIONS EVENT EVE-01
CONVENTION EVENT EVE-02
TRAVELING LIVING WORLD EXHIBITS EVENT EVE-03
FIELD TRIPS EVENT EVE-04
21 SECTION .02: CONCEPTUAL CHARTS BIRD’S EYE VIEW
GAMES/TOYS PRODUCT PRO-01
PRODUCT
CURIOSITY NOTEBOOK PRODUCT PRO-02 CO-LEARNING APP
PRO-03
SUBSCRIPTION BOX CHALLENGES PRODUCT PRO-04
SCHOLARSHIP FOUNDATION SERVICE SER-01
PUZZLE PLAYGROUND/OBSTACLE COURSE
The Puzzle Playground/Obstacle Course reinforces our mission of connecting curious minds and creating lifelong learning possibilities by constructing a playground for children and adults with life size engineering puzzles and various obstacle courses.
ENVIRONMENT
NATURE SUMMER CAMPS
The Nature Summer Camps reinforce our mission of connecting curious minds and creating lifelong learning possibilities by making opportunities for adults to spend time learning in and from their environment.
EXPERIENCE
STEAM MUSEUM
The STEAM Museum reinforces our mission of connecting curious minds and creating lifelong learning possibilities by constructing a space where people can interact with exhibits and learn from hands-on activities.
ENVIRONMENT
GAMES/TOYS
The Games and Toys reinforce our mission of connecting curious minds and creating lifelong learning possibilities by making learning fun and collaborative for all ages.
PRODUCT
COMPETITIONS
The Competitions underscores our commitment to connecting curious minds and creating lifelong learning possibilities by giving adults an event where they can show off their knowledge and skills in a lively group setting.
EVENT
THE LEARNING COMPANY SCHOOL
The Learning Company School reinforces our mission of connecting curious minds and creating lifelong learning possibilities by implementing a curriculum that is exploratory and creative in nature.
EDUCATIONAL OPPORTUNITY
MASTERCLASS
The Masterclass Co-branding Opportunity reinforces our mission of connecting curious minds and creating lifelong learning possibilities by expanding the course library of Masterclass into hands-on in-person lessons.
CO-BRANDING OPPORTUNITY
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THE LEARNING COMPANY BRAND EXTENSION PROPOSAL
ELEMENTARY AFTER SCHOOL PROGRAM
The Elementary After School Program reinforces our mission of connecting curious minds and creating lifelong learning possibilities by giving students a place to gather and continue learning after the classroom.
EXPERIENCE
APPALACHIA SCHOLARSHIP FOUNDATION
The Appalachia Scholarship Foundation underscores our commitment to connecting curious minds and creating lifelong learning possibilities by opening doors for people in under-served communities.
SERVICE
CURIOSITY NOTEBOOK
The Curiosity Notebook reinforces our mission of connecting curious minds and creating lifelong learning possibilities by giving the customer an easy way to track the subjects that capture their attention.
PRODUCT COMMUNITY CLASSES
The Community Classes reinforce our mission of connecting curious minds and creating lifelong learning possibilities by making classes on varying topics available in under-served communities.
EDUCATIONAL OPPORTUNITY
COMMUNITY RESOURCES FOR HOME LEARNING
The Community Resources for Home Learning underscores our commitment to connecting curious minds and creating lifelong learning possibilities by providing people with the resources to make learning possible in their own homes.
SERVICE
TRAVELING LIVING WORLD EXHIBITS
The Traveling Living World Exhibits reinforce our mission of connecting curious minds and creating lifelong learning possibilities by offering interactive exhibits that travel around to reach any community.
EVENT
COMMUNITY SPACE
The Community Space reinforces our mission of connecting curious minds and creating lifelong learning possibilities by constructing a place where people can gather and organize their own groups.
ENVIRONMENT
CONVENTION
The Convention reinforces our mission of connecting curious minds and creating lifelong learning possibilities by giving public officials the training and resources needed to improve education in their region.
EVENT
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SECTION .02: CONCEPTUAL CHARTS BIRD’S EYE VIEW
PODCAST
The Podcast reinforces our mission of connecting curious minds and creating lifelong learning possibilities by sharing research about a topic on a free platform so that people can learn from others at their own pace.
EDUCATIONAL OPPORTUNITY
VR ADVENTURES
The VR Adventures reinforce our mission of connecting curious minds and creating lifelong learning possibilities by establishing virtual worlds people can explore in groups so that they can experience learning in ways that are not physically possible.
EXPERIENCE
FIELD TRIPS
The Field Trips reinforce our mission of connecting curious minds and creating lifelong learning possibilities by arranging educational field trips around the world so that people can adventure into learning together.
EVENT
CO-LEARNING APP
The Co-Learning App reinforces our mission of connecting curious minds and creating lifelong learning possibilities by creating a space for people to collaborate from a distance so that they can engage in learning with a community.
PRODUCT
SUBSCRIPTION BOX CHALLENGES
The Subscription Box Challenges reinforce our mission of connecting curious minds and creating lifelong learning possibilities by setting up an engaging group learning experience so that friends and families can grow their knowledge together.
PRODUCT
DISCORD SERVER
The Discord Server reinforce our mission of connecting curious minds and creating lifelong learning possibilities by moderating a series of channels for educational discussions so that people can share information and connect with people with the same interests.
CO-BRANDING OPPORTUNITY
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THE LEARNING COMPANY BRAND EXTENSION PROPOSAL
25 SECTION .02: CONCEPTUAL CHARTS BIRD’S EYE VIEW
Section .03
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Proposed Extensions
27
A Detailed Look
The Learning Company has a wealth of opportunities to extend the brand beyond the television…
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THE LEARNING COMPANY BRAND EXTENSION PROPOSAL
29 SECTION .03: PROPOSED EXTENSIONS A DETAILED LOOK
Puzzle Playground/Obstacle Course
EXPLORE + CONNECT
The Puzzle Playground/Obstacle Course reinforces our mission of connecting curious minds and creating lifelong learning possibilities by constructing a playground for children and adults with life size engineering puzzles and various obstacle courses.
ENVIRONMENT
INTRODUCTION
The Puzzle Playground and Obstacle Course gives children opportunities to explore topics like physics in a collaborative environment.
DESCRIPTION
The Puzzle Playground and Obstacle Course is a permanent open-air environment that has various physics puzzles and a children-friendly obstacle course. Physics puzzles could include constructing levers to move pieces, or using weights to move a pulley system.
SIMILAR COMPETITORS
Ropes Courses, Obstacle Race, Playgrounds
WHAT MAKES US DIFFERENT
Traditional ropes courses often require specialized training. Obstacle races are typically short-lived events. Common public playgrounds have a set of climbing sections with slides that are often restricted to children. The Puzzle Playground and Obstacle Course is a permanent environment that easy to understand, interact with and navigate, even on a person’s first visit. The environment is built to encourage engagement from children as well as adults.
RELATED EXTENSIONS
Community Space, Nature Summer Camps
ENV-02 STEAM Museum
CREATE + EXPLORE
The STEAM Museum reinforces our mission of connecting curious minds and creating lifelong learning possibilities by constructing a space where people can interact with exhibits and learn from hands-on activities.
ENVIRONMENT
INTRODUCTION
The STEAM Museum is an environment for adults and children to explore topics with interactive exhibits.
DESCRIPTION
STEAM is an acronym for the topics that are featured in the museum: Science, Technology, Engineering, Arts, Mathematics. Rather than simply providing information on wall, all of the exhibits in the STEAM Museum are interactive, allowing visitors to be immersed in learning.
SIMILAR COMPETITORS
Boston Children’s Museum, Exploratorium
WHAT MAKES US DIFFERENT
The STEAM Museum is built for adults and children alike. Unlike many interactive museums that specialize in science, the STEAM Museum expands the exhibits to include the arts, engineering, and mathematics.
RELATED EXTENSIONS
Traveling Living World Exhibits
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ENV-01
THE LEARNING COMPANY BRAND EXTENSION PROPOSAL
ENV-03
Community Space
CONNECT + CREATE
The Community Space reinforces our mission of connecting curious minds and creating lifelong learning possibilities by constructing a place where people can gather and organize their own groups.
ENVIRONMENT
INTRODUCTION
The Community Space establishes a base for communities to gather and organize groups and courses.
DESCRIPTION
The Community Space is a safe public meeting area that can be used for community education. The space can host classes, lectures, and workshops, as well as gatherings like book clubs.
SIMILAR COMPETITORS
Library, Co-Working Spaces
WHAT MAKES US DIFFERENT
Both libraries and co-working spaces have rooms that can be rented for a specific time to hold an event. The Community Space, on the other hand, has space that remains open to community use throughout the day. People are encouraged to come in and out as they need to without needing to adhere to a strict schedule. Use could include tutoring, book clubs, and more.
RELATED EXTENSIONS
Community Classes, Community Resources for Home Learning, Puzzle Playground and Obstacle Course
EXP-01
Nature Summer Camps
EXPLORE + CONNECT + CREATE
The Nature Summer Camps reinforce our mission of connecting curious minds and creating lifelong learning possibilities by making opportunities for adults to spend time learning in and from their environment.
EXPERIENCE
INTRODUCTION
The Nature Summer Camps invites adults to take a week off to explore their surroundings and learn more about the natural world around them.
DESCRIPTION
With all of the fun and games of a school-age nature summer program, The Nature Summer Camps covers subjects like botany and astronomy geared towards adults. Activities include star-gazing, tree and plant identification, and collaborative group challenges.
SIMILAR COMPETITORS
Arboretum Summer Camp, Camp No Counselors
WHAT MAKES US DIFFERENT
Most nature-based summer camps are restricted to school-age children. On the other hand, many adult summer camps favor vacation over education. The Nature Summer Camps brings the best of both worlds together, giving adults a week to live with the curiosity of a child again.
RELATED EXTENSIONS
Puzzle Playground/Obstacle Course
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SECTION .03: PROPOSED EXTENSIONS A DETAILED LOOK
Elementary After School Program
EXPLORE + CONNECT + CREATE
The Elementary After School Program reinforces our mission of connecting curious minds and creating lifelong learning possibilities by giving students a place to gather and continue learning after the classroom.
EXPERIENCE
INTRODUCTION
The Elementary After School Program engages gradeschool children with educational activities that support their classroom learning.
DESCRIPTION
The Elementary After School Program continues the school day into the evening as needed by parents. During the program, students get help with their homework and participate in group activities. Activities range from group games and book clubs to science fairs and music.
SIMILAR COMPETITORS
Think Together, Public School Programs
WHAT MAKES US DIFFERENT
Non-profits such as Think Together provide funding for programs, but it is often the schools themselves that organize and run the programs. The Elementary After School Program takes place at public schools while being organized and led by The Learning Company according to our student-centered curriculum.
RELATED EXTENSIONS
The Learning Company School
EXP-03
VR Adventures
CREATE + EXPLORE
The VR Adventures reinforce our mission of connecting curious minds and creating lifelong learning possibilities by establishing virtual worlds people can explore so that they can experience learning in ways that are not physically possible.
EXPERIENCE
INTRODUCTION
The VR field trips create a virtual space where people can explore topics that would otherwise be impossible.
DESCRIPTION
Much like the adventures of the Magic School Bus, the VR Adventures bring participants inside and up close to anything from inner atoms, to outer space. Adventure choices include stepping inside the Hadron collider to watch the particles propel towards each other, and visiting the Globe theater to walk around a Shakespeare production. Adventures are generally self-guided and open for people to explore according their own pace and topic preferences.
SIMILAR COMPETITORS
Mission ISS, National Geographic Explore VR, The Body VR, 1943 Berlin Blitz
WHAT MAKES US DIFFERENT
The VR Adventures exist as a sandbox-style universe. After choosing a location, players are encouraged to explore at their own discretion, uncovering different challenges along the way. Other educational VR games, are generally limited to a single subject. VR Adventures players can explore animal science in a rainforest, or chemistry on the decaying remnants of the Titanic.
RELATED EXTENSIONS
Games and Toys
32 EXP-02
THE LEARNING COMPANY BRAND EXTENSION PROPOSAL
PRO-01
Games and Toys
EXPLORE + CONNECT
The Games and Toys reinforce our mission of connecting curious minds and creating lifelong learning possibilities by making learning fun and collaborative for all ages.
PRODUCT
INTRODUCTION
The Games and Toys are collaborative and rely on the users’ critical thinking and teamwork skills.
DESCRIPTION
Games and Toys challenge a group of people with varying types of brain teasers and puzzles. Some of the Games and Toys require physically building things, while others are conceptual board games.
SIMILAR COMPETITORS
Pandemic, Rubik’s
WHAT MAKES US DIFFERENT
Pandemic is a prime example of a collaborative, critical thinking board game. The complex game, however, isn’t appropriate for children. Rubik’s puzzle toys are generally a single-person handheld item. The Learning Company offers board games that are suitable for children and can also be expanded for adults. The Learning Company toys take the idea of the Rubik’s handheld puzzle and scale it up to be a standing, interactive puzzle that can be navigated by more than one user at a time.
RELATED EXTENSIONS
VR Adventures
PRO-02
Curiosity Notebook
CREATE + EXPLORE
The Curiosity Notebook reinforces our mission of connecting curious minds and creating lifelong learning possibilities by giving the customer an easy way to track the subjects that capture their attention.
PRODUCT
INTRODUCTION
The Curiosity Notebook provides a template for people to record notes and ideas they want to learn more about.
DESCRIPTION
The Curiosity Notebook has a repeating set of page templates that provide spaces for the user to collect ideas and information. Pre-built research pages make it easy for the user to record where they learned any new and interesting information.
SIMILAR COMPETITORS
BookFactory, Hatch Idea Notebook
WHAT MAKES US DIFFERENT
BookFactory produces notebooks that are structured for taking notes in a laboratory class setting. The Hatch Idea Notebook guides users through the process of creating ideas for a business or product. The Curiosity Notebook is a place to gather any form of research. It can be used for personal interests researched over coffee, or formal research for an academic paper.
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SECTION .03: PROPOSED EXTENSIONS A DETAILED LOOK
Co-Learning App
CONNECT + CREATE
The Co-Learning App reinforces our mission of connecting curious minds and creating lifelong learning possibilities by creating a space for people to collaborate from a distance so that they can engage in learning with a community.
PRODUCT INTRODUCTION
The Co-Learning App creates a unique experience where learners of various demographics, locations, and interests can gather to learn alongside each other.
DESCRIPTION
The Co-Learning App combines the idea of co-working with collaborative learning. Co-working is a common method for neurodiverse people to get work done. Especially for people with ADHD, simply being alongside someone else working creates an environment where they are better able to focus. Collaborative learning refers to a situation where people are working together to learn about a topic. The Co-Learning app combines these two methods into one location.
SIMILAR COMPETITORS
Discord, Parlay, Mural, Padlet
WHAT MAKES US DIFFERENT
The Co-Learning app is more than a social media platform, or shared whiteboard. The app unites all learners, not just students, with tools and spaces to collaborate and learn together.
PRO-04
Subscription Box Challenges
EXPLORE + CONNECT + CREATE
The Subscription Box Challenges reinforce our mission of connecting curious minds and creating lifelong learning possibilities by setting up an engaging group learning experience so that friends and families can grow their knowledge together.
PRODUCT INTRODUCTION
The monthly Subscription Box Challenges contains everything needed for groups to explore and answer a challenging research question.
DESCRIPTION
Similar to Hunt-a-Killer, the Subscription Box Challenges contains an assortment of artifacts and documents used to solve a mystery. From mad science to historical fiction, the Subscription Box offers a variety of topics for groups to explore. While the artifacts feel genuine, the question is rooted in fiction that is explained in the box. Using a fictional topic ensures that no group will receive box with a research question to which they already know the answer.
SIMILAR COMPETITORS
Creation Crate, Box of Matter, Hunt-a-Killer
WHAT MAKES US DIFFERENT
While other educational boxes are generally focused in on one niche subject (i.e. technology, archeology, murder mysteries), The Subscription Box explores a variety of subjects. One box may be using physics to solve a puzzle, another might include research to solve a historical mystery. The changing subjects encourages players to build and use different learning styles and skills.
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THE LEARNING COMPANY BRAND EXTENSION PROPOSAL
SER-01
Appalachia Scholarship Foundation
CREATE + EXPLORE
The Appalachia Scholarship Foundation underscores our commitment to connecting curious minds and creating lifelong learning possibilities by opening doors for people in under-served communities.
SERVICE INTRODUCTION
The Appalachia Scholarship Foundation awards financial aid to recipients who win educational competitions.
DESCRIPTION
The Appalachia Scholarship Foundations hosts yearly academic competitions in under-served communities and award the winners with financial aid for higher education. Topics for the competitions include science, art, math, and history.
SIMILAR COMPETITORS
Foundation for Appalachian Ohio/Kentucky
WHAT MAKES US DIFFERENT
The Foundations for Appalachian Ohio/Kentucky offer various scholarships that are primarily based on academic records. The Appalachia Scholarship Foundation gives students the opportunity to present a researched project on a topic of their choosing, upon which the students are ranked and awarded financial aid.
SER-02
Community Resources for Home Learning
CONNECT + CREATE
The Community Resources for Home Learning underscores our commitment to connecting curious minds and creating lifelong learning possibilities by providing people with the resources to make learning possible in their own homes.
SERVICE
INTRODUCTION
The Community Resources for Home Learning help bring together families and guide them in developing their home learning plans.
DESCRIPTION
The Community Resources for Home Learning provide support for families who choose to take control over their education, rather than putting up with public school issues. The Community Resources also help groups of families come together to learn.
SIMILAR COMPETITORS
Time4Learning, Homeschooling Co-Ops
WHAT MAKES US DIFFERENT
Homeschooling co-ops are groups of local home learners that come together for events and field trips. The co-ops are usually organized and maintained by the members. Time4Learning is a subscription services that provides curriculum and access to a virtual community of home learners. The Community Resources for Home Learning fills both roles: supplying home learners with engaging curriculum, and offering community support and events organized and led by The Learning Company.
RELATED EXTENSIONS
Community Space
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SECTION .03: PROPOSED EXTENSIONS A DETAILED LOOK
COB-01
Masterclass
CREATE + EXPLORE
The Masterclass Co-branding Opportunity reinforces our mission of connecting curious minds and creating lifelong learning possibilities by expanding the course library of Masterclass into hands-on in-person lessons.
CO-BRANDING OPPORTUNITY
INTRODUCTION
Masterclass offers video courses led by experts in the topic. The Learning Company extends the courses to also exist as hands-on in-person lessons.
DESCRIPTION
Masterclass already offers a variety of classes by renowned experts. The Learning Company provides a platform for select experts to teach in-person classes. Class topics range from cooking to chemistry.
SIMILAR COMPETITORS
ASC Masterclasses
WHAT MAKES US DIFFERENT
The ASC Masterclasses and others like it are generally limited to a single topic. The ASC masterclass, for example, is exclusively for intermediate to advanced cinematographers. Partnered with Masterclass, The Learning Company offers classes in various subjects for learnings ranging from novice to advanced.
RELATED EXTENSIONS
Community Classes
COB-02
Discord Server
EXPLORE + CONNECT + CREATE
The Discord Server reinforce our mission of connecting curious minds and creating lifelong learning possibilities by moderating a series of channels for educational discussions so that people can share information and connect with people with the same interests.
CO-BRANDING OPPORTUNITY
INTRODUCTION
Discord is a social media platform that allows people to communicate through messaging, voice calls, and video calls. The Learning Company utilizes Discord to connect experts and learners around the world.
DESCRIPTION
The Learning Channel Discord Server hosts live chats with experts on a variety of subjects. The permanent channels offer places for people to chat about what they’re learning, share research on a common interest, and explore new ideas. Members of the server also has access to Co-Learning channels where people can join a community of other people to learn alongside.
SIMILAR COMPETITORS
Slack, Reddit
WHAT MAKES US DIFFERENT
The Learning Channel Discord Server surpasses other social media or co-working platforms by integrating both access to subject-matter experts and access to a learning community. There is a steady flow of information between experts and learners.
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THE LEARNING COMPANY BRAND EXTENSION PROPOSAL
EDU-01
The Learning Company School
EXPLORE + CONNECT + CREATE
The Learning Company School reinforces our mission of connecting curious minds and creating lifelong learning possibilities by implementing a curriculum that is exploratory and creative in nature.
EDUCATIONAL OPPORTUNITY
INTRODUCTION
The Learning Company School offers an alternative style of education with a student-centered curriculum that invites exploration and creativity.
DESCRIPTION
The Learning Company School helps students exceed education standards with a curriculum that is studentcentered rather than standard-centered. Teachers guide explorations to remain on topic, while students organize their own plans and activities to learn together.
SIMILAR COMPETITORS
Montessori, Waldorf
WHAT MAKES US DIFFERENT
Waldorf schools use a curriculum that is individualized for each student, but delays core academic classes until later grades. Montessori school curriculum is largely based on students interacting with a carefully designed environment. Both schools restrict the use of modern technology. The Learning Company school builds on the idea of student-centered curriculum and supports it with standard-backed teachers and modern technology.
RELATED EXTENSIONS
Elementary After School Program, Convention
EDU-02
Community Classes
EXPLORE + CONNECT
The Community Classes reinforce our mission of connecting curious minds and creating lifelong learning possibilities by making classes on varying topics available in under-served communities.
EDUCATIONAL OPPORTUNITY
INTRODUCTION
The Community Classes teach adults about topics relevant to their lives and community.
DESCRIPTION
The Community Classes invite adults to continue learning throughout their lives. Rather than common adult classes that might teach people how to use a computer, the Community Classes cover concepts that are relevant to the local area. An inner city class might teach urban gardening to help people bring greenery into an otherwise gray region.
SIMILAR COMPETITORS
Local Adult School, Library Programs
WHAT MAKES US DIFFERENT
Local adult schools are offered for a tuition fee and generally cover topics such as career skills, dance, and foreign languages. Library programs are free and usually either informative (i.e. historical topics) or skill-based (i.e. knitting). The Community Classes, on the other hand, focus in on topics that are timely and relevant to the community being served.
RELATED EXTENSIONS
Community Space, Masterclass Co-Branding
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SECTION .03: PROPOSED EXTENSIONS A DETAILED LOOK
EDU-03
Podcast
EXPLORE + CONNECT
The Podcast reinforces our mission of connecting curious minds and creating lifelong learning possibilities by sharing research about learning on a free platform so that people can apply new learning skills in their lives.
EDUCATIONAL OPPORTUNITY
INTRODUCTION
The Learning Channel Podcast joins a different expert co-host every week to discuss the theory and practice of active learning.
DESCRIPTION
Active learning is a method of learning where the person engages with the content and learns through experiences. The Learning Channel Podcast explores this kind of learning in-depth, offering new research and techniques.
SIMILAR COMPETITORS
“Let’s Learn Everything” Podcast, Active Learning Podcast, Relearning Podcast
WHAT MAKES US DIFFERENT
The Podcast explores active learning for all ages, while similar podcasts are focused on higher education and adults. One episode may give parents tips for active learning for toddlers, while another episode may give that same parent new methods to improve their own learning in daily life.
Competitions
EXPLORE + CONNECT
The Competitions underscores our commitment to connecting curious minds and creating lifelong learning possibilities by giving adults an event where they can show off their knowledge and skills in a lively group setting.
EVENT
INTRODUCTION
The Competitions are topic-based events that invite participants to apply their skills and knowledge.
DESCRIPTION
The Competitions are one-night events that puts adults head-to-head on anything from celebrity trivia to robotic technology. The Competitions are a middle-ground between an informal pub trivia night and a formal Academic Decathlon.
SIMILAR COMPETITORS
Pub Trivia Night, Academic Decathlon
WHAT MAKES US DIFFERENT
Pub trivia nights are regularly-occurring casual events where adults compete to answer questions about trivia and oddball facts. The Academic Decathlon is an officially organized yearly competition for high school students. The Competitions raise the complexity of a pub trivia night and loosen up the formality of an Academic Decathlon, creating an event where adults are encouraged to explore their interests further and use the results to compete against each other.
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THE LEARNING COMPANY BRAND EXTENSION PROPOSAL
EVE-02
Convention
CONNECT + CREATE
The Convention reinforces our mission of connecting curious minds and creating lifelong learning possibilities by giving public officials the training and resources needed to improve education in their region.
EVENT
INTRODUCTION
The Convention brings together public officials with lectures and classes on improving local education.
DESCRIPTION
The Convention is geared towards an audience of principals, school boards, and government members. These officials often see education only from the policy level. The Convention offers the training teachers receive to give officials a better understanding of what education looks like at the student level.
SIMILAR COMPETITORS
ASCD Conference on Teaching Excellence
WHAT MAKES US DIFFERENT
The ASCD and other teaching or learning conventions are generally geared towards classroom educators or school administrators. The Convention reaches outside of the school and invites in the public officials that work in the policy side of education.
RELATED EXTENSIONS
The Learning Company School
EVE-03
Traveling Living World Exhibits
EXPLORE + CONNECT + CREATE
The Traveling Living World Exhibits reinforce our mission of connecting curious minds and creating lifelong learning possibilities by offering interactive exhibits that travel around to reach any community.
EVENT
INTRODUCTION
The Traveling Living World Exhibits are a set of interactive exhibits about life on Earth that move around the country to visit different communities.
DESCRIPTION
The Traveling Living World Exhibits cover a series of themes in the living world. Crowd-sourced exhibit topics include bodies, bugs, dinosaurs, reptiles, eyes, and more. The community is invited to engage with the living world in a new way.
SIMILAR COMPETITORS
Imagine Exhibitions
WHAT MAKES US DIFFERENT
Imagine Exhibitions is a design agency that produces individual exhibitions that are displayed in various locations. The Traveling Living World Exhibits are a cohesive set of exhibits that travel as a unit.
RELATED EXTENSIONS
STEAM Museum
39
SECTION .03: PROPOSED EXTENSIONS A DETAILED LOOK
Field Trips
EXPLORE + CONNECT + CREATE
The Field Trips reinforce our mission of connecting curious minds and creating lifelong learning possibilities by arranging educational field trips around the world so that people can adventure into learning together.
EVENT
INTRODUCTION
Field trips organized by The Learning Company combine education with exploration in unique environments.
DESCRIPTION
The Field Trips are organized and run by The Learning Company, maintaining The Learning Company standards throughout the experiences. Travel costs, boarding, and food costs are included in the Field Trip package so that adventurers don’t need worry about anything other than engaging and learning. The Field Trip options include a historic tour of Rome, a theology-based tour of the Vatican, and an immersive science experience through the building housing the Hadron Collider.
SIMILAR COMPETITORS
WorldStrides, GO Educational Tours, EF Educational Tours, Explorica
WHAT MAKES US DIFFERENT
Most educational field trips are limited to students in a formal class, whether that is in grade school or an adult education class. The Field Trips lifts the boundary of only allowing students. Each trip is organized to be enjoyed by a specified age set at an appropriate educational level. Families are encouraged to adventure together on Field Trips specified for family travel.
40 EVE-04
THE LEARNING COMPANY BRAND EXTENSION PROPOSAL
41 SECTION .03: PROPOSED EXTENSIONS A DETAILED LOOK
Extension Prototypes
Nine of the strongest brand extensions have been prototyped to determine which are the most viable possibilities…
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THE LEARNING COMPANY BRAND EXTENSION PROPOSAL
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STEAM Museum
The Steam Museum reinforces our mission of connecting curious minds and creating lifelong learning possibilities by constructing a space where people can interact with exhibits and learn from hands-on activities…
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EXTENSION PROTOTYPES: STEAM MUSEUM SECTION .03: PROPOSED EXTENSIONS
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A FATHER AND DAUGHTER FEEL THE ELEVATION CHANGES ON A TOPOGRAPHIC GLOBE
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A BOY LOOKS OVER THE EXHIBITS ON THE MUSEUM MAP
The STEAM Museum is an environment for adults and children to explore topics with interactive exhibits.
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A TEEN INTERACTS WITH A COLOR AND LIGHT EXHIBIT
DESCRIPTION
STEAM is an acronym for the topics that are featured in the museum: Science, Technology, Engineering, Arts, Mathematics. Rather than simply providing information on wall, all of the exhibits in the STEAM Museum are interactive, allowing visitors to be immersed in learning.
SIMILAR COMPETITORS
Boston Children’s Museum, Exploratorium
WHAT MAKES US DIFFERENT
The STEAM Museum is built for adults and children alike. Unlike many interactive museums that specialize in science, the STEAM Museum expands the exhibits to include the arts, engineering, and mathematics.
RELATED EXTENSIONS
Traveling Living World Exhibits
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Nature Summer Camps
The Nature Summer Camps reinforce our mission of connecting curious minds and creating lifelong learning possibilities by making opportunities for people to spend time learning in and from their environment…
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EXP-01 EXPLORE + CONNECT + CREATE
EXTENSION PROTOTYPES: NATURE SUMMER CAMP SECTION .03: PROPOSED EXTENSIONS A CAMP COUNSELOR PREPARES FOR A FUN WEEK OF ADVENTURES 51
CAMPERS LEARN TO IDENTIFY PLANTS, ANIMALS, AND FUNGI
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The Nature Summer Camps
invites adults to take a week off to explore their surroundings and learn more about the natural world around them.
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CAMPERS GET CREATIVE WITH NATURE-BASED ARTS AND CRAFTS
DESCRIPTION
With all of the fun and games of a school-age nature summer program, The Nature Summer Camps covers subjects like botany and astronomy geared towards adults. Activities include star-gazing, tree and plant identification, and collaborative group challenges.
SIMILAR COMPETITORS
Arboretum Summer Camp, Camp No Counselors
WHAT MAKES US DIFFERENT
Most nature-based summer camps are restricted to school-age children. On the other hand, many adult summer camps favor vacation over education. The Nature Summer Camps brings the best of both worlds together, giving adults a week to live with the curiosity of a child again.
RELATED EXTENSIONS
Puzzle Playground/Obstacle Course
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Curiosity Notebook
The Curiosity Notebook reinforces our mission of connecting curious minds and creating lifelong learning possibilities by giving the customer an easy way to track the subjects that capture their attention…
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WOMEN ENJOYS RESEARCHING HER FAVORITE TOPICS 57
A
The Curiosity Notebook provides a template for people to record notes and ideas they want to learn more about.
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A WOMEN BRAINSTORMS IDEAS SHE WOULD LIKE TO EXPLORE
THE LEARNING COMPANY BRAND EXTENSION PROPOSAL A MAN USES THE CURIOSITY NOTEBOOK TO TAKE NOTES FOR A WORK ASSIGNMENT 60
DESCRIPTION
The Curiosity Notebook has a repeating set of page templates that provide spaces for the user to collect ideas and information. Pre-built research pages make it easy for the user to record where they learned any new and interesting information.
SIMILAR COMPETITORS
BookFactory, Hatch Idea Notebook
WHAT MAKES US DIFFERENT
BookFactory produces notebooks that are structured for taking notes in a laboratory class setting. The Hatch Idea Notebook guides users through the process of creating ideas for a business or product. The Curiosity Notebook is a place to gather any form of research. It can be used for personal interests researched over coffee, or formal research for an academic paper.
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Puzzle Playground and Obstacle Course
The Puzzle Playground and Obstacle Course reinforces our mission of connecting curious minds and creating lifelong learning possibilities by constructing a playground for children and adults with life-size engineering puzzles and various obstacle courses…
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ENV-01 EXPLORE + CONNECT THE LEARNING COMPANY BRAND EXTENSION PROPOSAL
EXTENSION PROTOTYPES: PUZZLE PLAYGROUND SECTION .03: PROPOSED EXTENSIONS THE PLAYGROUND IS FUN AND SAFE TO EXPLORE IN MOST WEATHER CONDITIONS 63
The Puzzle Playground and Obstacle Course gives children opportunities to explore topics like physics in a collaborative environment.
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A YOUNG CHILD USES A PULLEY TO MOVE PIECES OF THE OBSTACLE COURSE
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PEOPLE OF ALL AGES CAN CLIMB AROUND THE OBSTACLE COURSE
DESCRIPTION
The Puzzle Playground and Obstacle Course is a permanent open-air environment that has various physics puzzles and a children-friendly obstacle course. Physics puzzles could include constructing levers to move pieces, or using weights to move a pulley system.
SIMILAR COMPETITORS
Ropes Courses, Obstacle Race, Playgrounds
WHAT MAKES US DIFFERENT
Traditional ropes courses often require specialized training. Obstacle races are typically short-lived events. Common public playgrounds have a set of climbing sections with slides that are often restricted to children.
The Puzzle Playground and Obstacle Course is a permanent environment that easy to understand, interact with and navigate, even on a person’s first visit. The environment is built to encourage engagement from children as well as adults.
RELATED EXTENSIONS
Community Space, Nature Summer Camps
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Elementary After School Program
The Elementary After School Program reinforces our mission of connecting curious minds and creating lifelong learning possibilities by giving students a place to gather and continue learning after the classroom…
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EXP-02 EXPLORE + CONNECT + CREATE
EXTENSION PROTOTYPES: AFTER SCHOOL PROGRAM SECTION .03: PROPOSED EXTENSIONS STUDENTS WORK TOGETHER TO SOLVE A CHALLENGE 69
THE LEARNING COMPANY BRAND EXTENSION PROPOSAL A TEACHER ENCOURAGES STUDENTS TO EXPLORE PLANTS 70
The Elementary After School Program engages grade-school children with educational activities that support their classroom learning.
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A CLASSROOM ADVERTISES THE AFTER SCHOOL PROGRAM
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DESCRIPTION
The Elementary After School Program continues the school day into the evening as needed by parents. During the program, students get help with their homework and participate in group activities. Activities range from group games and book clubs to science fairs and music.
SIMILAR COMPETITORS
Think Together, Public School Programs
WHAT MAKES US DIFFERENT
Non-profits such as Think Together provide funding for programs, but it is often the schools themselves that organize and run the programs. The Elementary After School Program takes place at public schools while being organized and led by The Learning Company according to our student-centered curriculum.
RELATED EXTENSIONS
The Learning Company School
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Field Trips
The Field Trips reinforce our mission of connecting curious minds and creating lifelong learning possibilities by arranging educational field trips around the world so that people can adventure into learning together…
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EVE-04
EXPLORE + CONNECT + CREATE
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TO
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FRIENDS ENJOY BEING UP CLOSE
WILDLIFE
Field trips organized by The Learning Company combine education with exploration in unique environments.
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EXTENSION PROTOTYPES: FIELD TRIPS SECTION .03: PROPOSED EXTENSIONS
LOOK CLOSELY AT A PLANT FOUND ALONG THE TRAIL 77
CHILDREN
A GUIDE LEADS THE FIELD TRIP GROUP THROUGH CITY STREETS
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DESCRIPTION
The Field Trips are organized and run by The Learning Company, maintaining The Learning Company standards throughout the experiences. Travel costs, boarding, and food costs are included in the Field Trip package so that adventurers don’t need worry about anything other than engaging and learning. The Field Trip options include a historic tour of Rome, a theology-based tour of the Vatican, and an immersive science experience through the building housing the Hadron Collider.
SIMILAR COMPETITORS
WorldStrides, GO Educational Tours, EF Educational Tours, Explorica
WHAT MAKES US DIFFERENT
Most educational field trips are limited to students in a formal class, whether that is in grade school or an adult education class. The Field Trips lifts the boundary of only allowing students. Each trip is organized to be enjoyed by a specified age set at an appropriate educational level. Families are encouraged to adventure together on Field Trips specified for family travel.
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Subscription Box Challenges
The Subscription Box Challenges reinforce our mission of connecting curious minds and creating lifelong learning possibilities by setting up an engaging group learning experience so that friends and families can grow their knowledge together…
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EXTENSION PROTOTYPES: FIELD TRIPS SECTION .03: PROPOSED EXTENSIONS A WOMAN EXPLORES THE CONTENTS OF A NEW BOX DELIVERY 81
THE LEARNING COMPANY BRAND EXTENSION PROPOSAL The monthly Subscription Box Challenges contain everything needed for groups to answer a challenging research question. 82
EXTENSION PROTOTYPES: FIELD TRIPS SECTION .03: PROPOSED EXTENSIONS THE BOX CONTENTS ARE DESIGNED TO SET THE APPROPRIATE MOOD FOR THE CHALLENGE 83
FRIENDS CELEBRATE SOLVING THE MYSTERY QUESTION
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DESCRIPTION
Similar to Hunt-a-Killer, the Subscription Box Challenges contains an assortment of artifacts and documents used to solve a mystery. From mad science to historical fiction, the Subscription Box offers a variety of topics for groups to explore. While the artifacts feel genuine, the question is rooted in fiction that is explained in the box. Using a fictional topic ensures that no group will receive box with a research question to which they already know the answer.
SIMILAR COMPETITORS
Creation Crate, Box of Matter, Hunt-a-Killer
WHAT MAKES US DIFFERENT
While other educational boxes are generally focused in on one niche subject (i.e. technology, archeology, murder mysteries), The Subscription Box explores a variety of subjects. One box may be using physics to solve a puzzle, another might include research to solve a historical mystery. The changing subjects encourages players to build and use different learning styles and skills.
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VR Adventures
The VR Adventures reinforce our mission of connecting curious minds and creating lifelong learning possibilities by establishing virtual worlds people can explore so that they can experience learning in ways that are not physically possible…
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EXP-03 CREATE + EXPLORE THE LEARNING COMPANY BRAND EXTENSION PROPOSAL
EXTENSION PROTOTYPES: FIELD TRIPS SECTION .03: PROPOSED EXTENSIONS A STUDENT IS IMMERSED IN A DESERT LANDSCAPE TO LEARN MORE ABOUT THE BIOME 87
The VR field trips create a virtual space where people can explore topics that would otherwise be impossible.
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EXTENSION PROTOTYPES: FIELD TRIPS SECTION .03: PROPOSED EXTENSIONS A BRAINSTORMING SESSION TAKES PLACE IN A VIRTUAL ENVIRONMENT 89
FRIENDS TAKE A MOMENT TO RELAX AND WATCH A SCENE FROM HISTORY PLAY OUT IN FRONT OF THEM
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DESCRIPTION
Much like the adventures of the Magic School Bus, the VR Adventures bring participants inside and up close to anything from inner atoms, to outer space. Adventure choices include stepping inside the Hadron collider to watch the particles propel towards each other, and visiting the Globe theater to walk around a Shakespeare production. Adventures are generally self-guided and open for people to explore according their own pace and topic preferences.
SIMILAR COMPETITORS
Mission ISS, National Geographic Explore VR, The Body VR, 1943 Berlin Blitz
WHAT MAKES US DIFFERENT
The VR Adventures exist as a sandbox-style universe. After choosing a location, players are encouraged to explore at their own discretion, uncovering different challenges along the way. Other educational VR games, are generally limited to a single subject. VR Adventures players can explore animal science in a rainforest, or chemistry on the decaying remnants of the Titanic.
RELATED EXTENSIONS
Games and Toys
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The Learning Company School
The Learning Company School reinforces our mission of connecting curious minds and creating lifelong learning possibilities by implementing a curriculum that is exploratory and creative…
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EVE-04 EXPLORE + CONNECT + CREATE
EXTENSION PROTOTYPES: FIELD TRIPS SECTION .03: PROPOSED EXTENSIONS TEACHER ENGAGES HER STUDENTS WITH PHYSICAL COUNTING TOOLS 93
The Learning Company School offers an alternative style of education with a student-centered curriculum that invites exploration and creativity.
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THE SCHOOL EXTERIOR IS DESIGNED TO BE COLORFUL AND MODERN
STUDENTS PRACTICE USING EMOTION REGULATION SKILLS
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DESCRIPTION
The Learning Company School helps students exceed education standards with a curriculum that is studentcentered rather than standard-centered. Teachers guide explorations to remain on topic, while students organize their own plans and activities to learn together.
SIMILAR COMPETITORS
Montessori, Waldorf
WHAT MAKES US DIFFERENT
Waldorf schools use a curriculum that is individualized for each student, but delays core academic classes until later grades. Montessori school curriculum is largely based on students interacting with a carefully designed environment. Both schools restrict the use of modern technology. The Learning Company school builds on the idea of student-centered curriculum and supports it with standard-backed teachers and modern technology.
RELATED EXTENSIONS
Elementary After School Program, Convention
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Imagery
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+ Adobe Stock + Envato Elements + Shoeib Abolhassani + Mariah Hewines + Karin Kloosterman + Kelly Teller
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