SKON is an organisation of daycares and has to manifest itself more clearly as to attract and retain new clients. In 2012 we started the dialogue with parents, as to explore their beliefs about raising children and the meaning of day care. This helped us to make the communication concept “Kids can do it all” (developed by Dennis van Egmond) even more telling and appealing for parents, but also engaging for employees. In a second stage we evaluated a new concept that aims to support the bond between parents and children during day care time.