[GR604] TLC: Brand Extensions Proposal (Student Project)

Brand Extension Proposal

Brand Extension Proposal

Our mission is to connect communities of curious minds and create lifelong learning possibilities

4

5

Keywords

Growth: Becoming Brighter

Potential: Full of Possibilities

1. The process of developing or maturing physically, mentally, or spiritually; 2. Progressive development; 3. Development from a simpler to a more complex stage

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

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

6

Interactive: Building Connections 1. Allowing a two-way flow of information, ideas, and messages; 2. Involving the actions or input of a user

7

Table of Contents .01 .02 .03 .04 .05

8

Brand Overview Conceptual Charts Proposed Extensions Website Structure Diversity Audit

9

Section .01 Brand Overview

10

11

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .01: B RAN D OV E RV IE W

F ROM CHAN N EL TO CO M PAN Y

From Channel to Company The Learning Channel emerges from a rebranding initiative as The (new-but-familiar) Learning Company…

12

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.

13

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .01: B RAN D OV E RV IE W

1998

OCTOBER 1980

The Discovery Channel removed “The Learning Channel” from the logo

Appalachian Community Service Network (ACSN) broadcast free programming directly to public cable

F ROM CHAN N EL TO CO M PAN Y

EARLY 2008 TLC launched a new imaging campaign that shifts the focus to personal stories

1985 TO 1991 The Learning Channel aired for six years, geared toward an inquisitive and narrow audience with generally modest ratings

JANUARY 1, 1984

2022

ACSN shortened the network name to The Learning Channel

The Learning Channel rebrands itself as The Learning Company

1992 Discovery shortened the name of the channel to TLC, but maintains “The Learning Channel” below the logo

14

MARCH 27, 2006 TLC launched a rebrand campaign that wanted to shift away from decorating shows and reality programming

15

Section .02 Conceptual Charts

16

17

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .02: CON CE P TUAL CHARTS

BI R D ’S EY E VI EW

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…

18

19

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .02: CON CE P TUAL CHARTS

BI R D ’S EY E VI EW

Connect ENV-01

PUZZLE PLAYGROUND/OBSTACLE COURSE

SER-02

ENVIRONMENT

ENV-02 ENV-01 ENV-02 PRO-01 EVE-01 EDU-03

MUSEUM

SERVICE

COB-01

PRO-04 COB-01

ENV-03 PRO-03 SER-02 EVE-02

ENV-03

COMMUNITY SPACE

COB-02

NATURE SUMMER CAMPS

EDU-01

EXPERIENCE

COB-02 EDU-01 EVE-03

EXP-02

ELEMENTARY AFTER SCHOOL PROGRAM

EXP-03

VR ADVENTURES

EDU-02

Explore

EXP-03 PRO-02 SER-01

Create

PRO-01

GAMES/TOYS

EDU-03

CURIOSITY NOTEBOOK

EVE-01

CO-LEARNING APP

EVE-02

SUBSCRIPTION BOX CHALLENGES PRODUCT

SER-01

CONVENTION EVENT

EVE-03

PRODUCT

PRO-04

COMPETITIONS EVENT

PRODUCT

PRO-03

PODCAST EDUCATION

PRODUCT

PRO-02

COMMUNITY CLASSES EDUCATION

EXPERIENCE

EXP-01

PRIVATE SCHOOLS EDUCATION

EXPERIENCE

EVE-04

DISCORD SERVER CO-BRANDING

ENVIRONMENT

EXP-01

MASTERCLASS CO-BRANDING

ENVIRONMENT

ENV-02 EXP-02

COMMUNITY RESOURCES

TRAVELING LIVING WORLD EXHIBITS EVENT

EVE-04

FIELD TRIPS EVENT

SCHOLARSHIP FOUNDATION SERVICE

20

21

TH E LEAR N IN G COM PA N Y

S ECTION .02: CON CE P TUAL CHARTS

BI R D ’S EY E VI EW

PUZZLE PLAYGROUND/OBSTACLE COURSE

COMPETITIONS

ELEMENTARY AFTER SCHOOL PROGRAM

COMMUNITY RESOURCES FOR HOME LEARNING

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.

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.

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.

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.

ENVIRONMENT

EXPERIENCE

EVENT

SERVICE

NATURE SUMMER CAMPS

THE LEARNING COMPANY SCHOOL

APPALACHIA SCHOLARSHIP FOUNDATION

TRAVELING LIVING WORLD EXHIBITS

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.

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.

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.

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.

EXPERIENCE

EDUCATIONAL OPPORTUNITY

SERVICE

EVENT

STEAM MUSEUM

MASTERCLASS

CURIOSITY NOTEBOOK

COMMUNITY SPACE

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.

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.

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.

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.

CO-BRANDING OPPORTUNITY

PRODUCT

ENVIRONMENT

22

BRA ND EXTENSI ON PROPOSAL

ENVIRONMENT

GAMES/TOYS

COMMUNITY CLASSES

CONVENTION

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.

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.

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.

PRODUCT

EDUCATIONAL OPPORTUNITY

EVENT

23

TH E LEAR N IN G COM PA N Y

PODCAST

CO-LEARNING APP

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.

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.

EDUCATIONAL OPPORTUNITY

S ECTION .02: CON CE P TUAL CHARTS

BI R D ’S EY E VI EW

PRODUCT

VR ADVENTURES

SUBSCRIPTION BOX CHALLENGES

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.

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.

EXPERIENCE

PRODUCT

FIELD TRIPS

DISCORD SERVER

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.

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.

EVENT

24

BRA ND EXTENSI ON PROPOSAL

CO-BRANDING OPPORTUNITY

25

Section .03 Proposed Extensions

26

27

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

A D ETAI LED LO O K

A Detailed Look The Learning Company has a wealth of opportunities to extend the brand beyond the television…

28

29

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

A D ETAI LED LO O K

ENV-01

ENV-02

ENV-03

EXP-01

Puzzle Playground/Obstacle Course

STEAM Museum

Community Space

Nature Summer Camps

EXPLORE + CONNECT

CREATE + EXPLORE

CONNECT + CREATE

EXPLORE + CONNECT + CREATE

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.

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.

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.

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.

ENVIRONMENT

ENVIRONMENT

INTRODUCTION

INTRODUCTION

The STEAM Museum is an environment for adults and children to explore topics with interactive exhibits.

The Community Space establishes a base for communities to gather and organize groups and courses.

DESCRIPTION

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.

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

SIMILAR COMPETITORS

WHAT MAKES US DIFFERENT

Arboretum Summer Camp, Camp No Counselors

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.

WHAT MAKES US DIFFERENT

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.

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

SIMILAR COMPETITORS

RELATED EXTENSIONS Community Classes, Community Resources for Home Learning, Puzzle Playground and Obstacle Course

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.

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

RELATED EXTENSIONS Community Space, Nature Summer Camps

30

31

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

A D ETAI LED LO O K

EXP-02

EXP-03

PRO-01

PRO-02

Elementary After School Program

VR Adventures

Games and Toys

Curiosity Notebook

EXPLORE + CONNECT + CREATE

CREATE + EXPLORE

EXPLORE + CONNECT

CREATE + EXPLORE

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.

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.

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.

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

PRODUCT

INTRODUCTION

INTRODUCTION

The Games and Toys are collaborative and rely on the users’ critical thinking and teamwork skills.

The Curiosity Notebook provides a template for people to record notes and ideas they want to learn more about.

DESCRIPTION

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.

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.

EXPERIENCE

INTRODUCTION The Elementary After School Program engages gradeschool children with educational activities that support their classroom learning.

EXPERIENCE

INTRODUCTION The VR field trips create a virtual space where people can explore topics that would otherwise be impossible.

DESCRIPTION

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.

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 Think Together, Public School Programs WHAT MAKES US DIFFERENT 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.

RELATED EXTENSIONS The Learning Company School

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.

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.

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.

RELATED EXTENSIONS

RELATED EXTENSIONS VR Adventures

RELATED EXTENSIONS Games and Toys

32

33

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

A D ETAI LED LO O K

PRO-03

PRO-04

SER-01

SER-02

Co-Learning App

Subscription Box Challenges

Appalachia Scholarship Foundation

CONNECT + CREATE

EXPLORE + CONNECT + CREATE

CREATE + EXPLORE

Community Resources for Home Learning

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.

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.

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.

PRODUCT

PRODUCT

INTRODUCTION

INTRODUCTION

The Co-Learning App creates a unique experience where learners of various demographics, locations, and interests can gather to learn alongside each other.

The monthly Subscription Box Challenges contains everything needed for groups to explore and answer a challenging research question.

DESCRIPTION

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 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

SIMILAR COMPETITORS

Discord, Parlay, Mural, Padlet

Creation Crate, Box of Matter, Hunt-a-Killer

WHAT MAKES US DIFFERENT

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.

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.

RELATED EXTENSIONS

RELATED EXTENSIONS

SERVICE

INTRODUCTION

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.

The Appalachia Scholarship Foundation awards financial aid to recipients who win educational competitions.

SERVICE

DESCRIPTION

The Community Resources for Home Learning help bring together families and guide them in developing their home learning plans.

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.

RELATED EXTENSIONS

INTRODUCTION

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

34

35

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

A D ETAI LED LO O K

COB-01

COB-02

EDU-01

EDU-02

Masterclass

Discord Server

The Learning Company School

Community Classes

CREATE + EXPLORE

EXPLORE + CONNECT + CREATE

EXPLORE + CONNECT + CREATE

EXPLORE + CONNECT

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.

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.

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.

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

EDUCATIONAL OPPORTUNITY

INTRODUCTION

INTRODUCTION

The Learning Company School offers an alternative style of education with a student-centered curriculum that invites exploration and creativity.

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.

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

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.

RELATED EXTENSIONS

36

S ECTION .03: P ROP OS E D E XTE N S ION S

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

DESCRIPTION

SIMILAR COMPETITORS Local Adult School, Library Programs

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.

WHAT MAKES US DIFFERENT

RELATED EXTENSIONS

RELATED EXTENSIONS

Elementary After School Program, Convention

Community Space, Masterclass Co-Branding

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.

37

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

A D ETAI LED LO O K

EDU-03

EVE-01

EVE-02

EVE-03

Podcast

Competitions

Convention

Traveling Living World Exhibits

EXPLORE + CONNECT

EXPLORE + CONNECT

CONNECT + CREATE

EXPLORE + CONNECT + CREATE

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.

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.

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.

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

EVENT

INTRODUCTION

INTRODUCTION

The Convention brings together public officials with lectures and classes on improving local education.

The Traveling Living World Exhibits are a set of interactive exhibits about life on Earth that move around the country to visit different communities.

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.

RELATED EXTENSIONS

EVENT

INTRODUCTION The Competitions are topic-based events that invite participants to apply their skills and knowledge.

DESCRIPTION

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.

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

SIMILAR COMPETITORS

SIMILAR COMPETITORS

Pub Trivia Night, Academic Decathlon

ASCD Conference on Teaching Excellence

Imagine Exhibitions

WHAT MAKES US DIFFERENT

WHAT MAKES US DIFFERENT

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.

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.

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

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.

RELATED EXTENSIONS

The Learning Company School

RELATED EXTENSIONS

38

39

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

A D ETAI LED LO O K

EVE-04

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.

RELATED EXTENSIONS

40

41

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE NSI O N P ROTOT Y P ES

Extension Prototypes Nine of the strongest brand extensions have been prototyped to determine which are the most viable possibilities…

42

43

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOTYP ES: ST EAM M USEUM

ENV-02 CREATE + EXPLORE

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…

44

45

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOTYP ES: ST EAM M USEUM

The STEAM Museum is an environment for adults and children to explore topics with interactive exhibits.

46

47

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOTYP ES: ST EAM M USEUM

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

48

49

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOTYP E S : N ATU R E SUM M ER CAM P

EXP-01 EXPLORE + CONNECT + CREATE

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…

50

51

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOTYP E S : N ATU R E SUM M ER CAM P

The Nature Summer Camps invites adults to take a week off to explore their surroundings and learn more about the natural world around them.

52

53

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOTYP E S : N ATU R E SUM M ER CAM P

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

54

55

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOTYP E S : CUR I O SI T Y N OT EBO O K

PRO-02 CREATE + EXPLORE

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…

56

57

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOTYP E S : CUR I O SI T Y N OT EBO O K

The Curiosity Notebook provides a template for people to record notes and ideas they want to learn more about.

58

59

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOTYP E S : CUR I O SI T Y N OT EBO O K

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.

RELATED EXTENSIONS

60

61

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOTYP E S : P UZ Z LE P L AYG RO UN D

ENV-01 EXPLORE + CONNECT

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…

62

63

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOTYP E S : P UZ Z LE P L AYG RO UN D

The Puzzle Playground and Obstacle Course gives children opportunities to explore topics like physics in a collaborative environment.

64

65

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOTYP E S : P UZ Z LE P L AYG RO UN D

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

66

67

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOTYP E S : AF TE R SC HO O L P RO G RAM

EXP-02 EXPLORE + CONNECT + CREATE

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…

68

69

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOTYP E S : AF TE R SC HO O L P RO G RAM

The Elementary After School Program engages grade-school children with educational activities that support their classroom learning.

70

71

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOTYP E S : AF TE R SC HO O L P RO G RAM

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

110 72

73

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOT Y P ES: FI ELD T R I P S

EVE-04 EXPLORE + CONNECT + CREATE

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…

74

107 75

TH E LEAR N IN G COM PA N Y

V I S U A L S TON A N DPROPOSAL ARDS GUIDE BRA ND EXTENSI

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOT Y P ES: FI ELD T R I P S

Field trips organized by The Learning Company combine education with exploration in unique environments.

76

77

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOT Y P ES: FI ELD T R I P S

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.

RELATED EXTENSIONS

78

79

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOT Y P ES: FI ELD T R I P S

PRO-04 EXPLORE + CONNECT + CREATE

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…

80

81

TH E LEAR N IN G COM PA N Y

V I S U A L S TON A N DPROPOSAL ARDS GUIDE BRA ND EXTENSI

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOT Y P ES: FI ELD T R I P S

The monthly Subscription Box Challenges contain everything needed for groups to answer a challenging research question.

82

83

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOT Y P ES: FI ELD T R I P S

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.

RELATED EXTENSIONS

84

85

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOT Y P ES: FI ELD T R I P S

EXP-03 CREATE + EXPLORE

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.…

86

87

TH E LEAR N IN G COM PA N Y

V I S U A L S TON A N DPROPOSAL ARDS GUIDE BRA ND EXTENSI

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOT Y P ES: FI ELD T R I P S

The VR field trips create a virtual space where people can explore topics that would otherwise be impossible.

88

89

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOT Y P ES: FI ELD T R I P S

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

90

91

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOT Y P ES: FI ELD T R I P S

EVE-04 EXPLORE + CONNECT + CREATE

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…

92

93

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOT Y P ES: FI ELD T R I P S

The Learning Company School offers an alternative style of education with a student-centered curriculum that invites exploration and creativity.

94

95

TH E LEAR N IN G COM PA N Y

BRA ND EXTENSI ON PROPOSAL

S ECTION .03: P ROP OS E D E XTE N S ION S

E XTE N S ION P ROTOT Y P ES: FI ELD T R I P S

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

96

97

98

99

100