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Sesame Workshop is an innovator in children’s education, best known for programs like Sesame Street, Dragon Tales and Tiny Planets. In the years since the successful launch of Sesame Street, the Workshop has launched dozens of educational projects and enhanced the lives of millions of children.
O’Keefe was called to help reverse the perception that the Workshop was just another children’s media company, as opposed to a non-profit educational organization. Our challenge was to identify the cause of the misperception, then to reposition the brand. The result was a clear positioning strategy that made the organization stand out and polished its reputation. The strategy was implemented though print, Internet and unconventional media, including brand messages on every product Sesame Workshop sells.
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