Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I am Robin Tooms, VP of Strategy at Savage Brands and my guest again today is Thao Costis, CEO of SEARCH Homeless Services. So Thao welcome back.

Thao: Well thanks for having me Robin, it’s really nice to be back.

Robin: Well I’m so glad you’re here talking about all the different programs of SEARCH. I want to talk today about House of Tiny Treasures; I mean it’s such a creative name on such a wonderful program, I thought maybe you could explain first why did you brand it that way? Why House of Tiny Treasures?

Thao: Well the children are truly our treasures and we feel like they need to be cherished and they need to be given the opportunities to live a thriving life and it starts at this early age. So it’s an investment and it’s continuing to polish them to help them do well.

Robin: So in this case you picked the brand name to really solidify with the purpose of why you’re doing this and it’s this future that you’re talking about; like you said, they are the treasure. How is this represented within the physical environment itself; I mean that’s just the name, what about the actual experience?

Thao: So the center is a preschool and nursery and these are little homes – little wood frame homes – that are painted a bright, light purple so it’s got the gem-like colors. But inside it’s very natural and it’s really bringing in the elements of the outside to the children as well. What we’re creating here for the children is a home-like environment but it’s bright, it’s cheerful and it’s where they can depend on the same consistency every day and the dependability of their relationship with their teachers.

Robin: So it’s a positive environment to match the new positive outlook they’re going to have.

Thao: Absolutely.

Robin: Well great, I appreciate you sharing that message and how you’re tying it all in together, thank you.

Thao: Thanks.

Robin: This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.