LaFontaine, Indiana, is a charming small Indiana town. A center point of the rural southern Wabash County area where I grew up, LaFontaine's population has experienced the effects of urbanization (where people move from the rural to the urban/suburban.) Because of population decline, the beloved LaFontaine Elementary School was closed in 2014.
Often, when industry-specific buildings close, their fate is left to ruin. But in 2019, I joined a small group of others to bring life back to the former elementary school. And what better way to bring life back than to bring the children back?
I was in a transitional stage of my career in 2019 when I toured the old school with my cousin Evan, who had purchased the building (...not sure what he would do with it, though.) Every inch flooded me with nostalgia for my own elementary years spent in that building. The walls were even still painted with little handprints of students from the 90's - mine being one of them! Walking through the halls, my heart came alive with passion for this building, and I was about to embark on a year of pouring my heart into these walls.
The vision was to use half the building for a childcare, something our community desperately needed. Now, starting any business is a challenge... starting a business in a government-regulated industry involving other people's children is nearly impossible! So. Much. Red. Tape. There were many moments in that year when it felt like the entire dream was falling apart, but we kept praying, and we kept pushing. In August 2019, we opened the doors to LaFontaine Learning Community, a childcare ministry for infants through elementary ages.
Starting LLC was where I really discovered how much I love creating all the communication and organizational elements for new businesses. Sure, it was stressful, but I really felt that I was offering from my strengths - whether that was through website design, marketing, enrollment management, event planning, painting classrooms, creating staff schedules, writing policies, and so much more.
After the first semester, I stepped away from LLC to let those who were better equipped to work with children (aka not me) run the show. My children all attended, and I have enjoyed and appreciated the business on the parent side.
Website Redesign
Since websites should be redone every 5 years or so, I was eager to redo the LLC site with the Wix platform. Originally made in WordPress, I wanted to transition the site to a system the directors could use without my assistance, and Wix gave me that confidence.
The communication strategy for the LLC site was obvious - aim for the parents' hearts. My three kids have been in childcare most of their early years, so I know first-hand the questions, worries, and comforts that come as you partner with a business to raise your most cherished beings. Guys, there are a lot of emotions that come with childcare! I wanted the website to communicate that LLC understands those emotions and provides great care and love for all the children - which I truly believe it does! For some industries, "focusing on the heartstrings," as I like to say, is your best communications strategy!
I edge on the side of perfectionism, so I'm rarely fully happy with my work, but I've got to say that I love the LLC website. Much of that credit goes to Director Megan Smith, who took beautiful photos for me to work with! Also, my own little guy pops up a few times in there, which delights my mama heart too!
Do you fully understand your audience's questions and concerns? Including a communications professional as you craft your messaging is a wise option to ensure you tell people what they actually want to know!
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