ROSWELL, Ga. – For 50 years The Child Development Association in Roswell has helped preschool age children of the working poor to enter first grade on an equal footing with their classmates. But not anymore – at least under that name.
Newly rechristened earlier this month as the Child Development Academy, the new CDA will keep providing the same level of early care and learning to children from low-income families operating in the heart of Roswell.
Of course changing the name after a half-century of operation does create PR problems, not the least of which is identification with the CDA’s core base of support.
I agree, that was a risk,” said Maggie DeCan, CEO and executive director of the Children’s Development Academy. “But it was one that we contemplated and the big reason why we kept the ‘CDA’ [acronym].
“Many, many people have worked tirelessly to build the reputation of the CDA to what it is today and is known statewide for high-quality early education and care.”
DeCan said the Children’s Development Academy conveys the CDA’s mission in a more obvious way to those unfamiliar with its work with at-risk toddlers.
The CDA is the only accredited preschool center in the north metro-Atlanta arc offering need-based tuition scholarships and subsidies.
The National Association for the Education of Young Children, Georgia has given the CDA its highest (3-star) quality rating for a preschool center.
The rebranding is part of a new strategic plan six months in the making.
Rebranding helps make the name more commensurate with what the CDA is all about – preparing some 240 preschool-age children reach their full potential.
Its beginnings in 1967 began in available Sunday school rooms at Roswell Presbyterian Church and later a two-room school house in the nearby Groveway Community.
The goal has always been to provide early care and learning to children from low-income families in the heart of historic Roswell.
Today the CDA also operates two satellite Kids Express locations in Sandy Springs and Adamsville and serves 2,000 children annually.