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Gregory Shine Daycare Plan

Key Public #2: The Simpson Family

Phase 2

  • Logan's accident required full time care.
  • Simpson family is asking for financial compensation.
  • Negative relationship
  • Self Interests: Family welfare, emotional burden, financial stability, and future safety of other children.
  • Influentials: lawyers, relatives, family friends, and Gregory Shine parents.

Strategies:

Key Messages:

1. Address the occurrence of the Simpson incident with all families currently enrolled at Gregory Shine in person.

2. Require all employed staff to attend a safety seminar that thoroughly reviews all state mandated daycare safety procedures .

3. Educate the enrolled parents on essential information regarding their children’s day-to-day schedule and curriculum.

4. Host a “team-building” event to promote trust between parents and daycare staff.

Tactics

Strategy #1:

  • Host a meeting with families
  • Release emergency newsletter

Strategy #2:

  • Invite a rep to speak at the seminar
  • Individual staff evaluation

Strategy #3:

  • Establish a monthly e-newsletter
  • Check-in/check-out sheet

Strategy #4:

  • Invite parents to a team building event

Key Public #1: Families Currently Enrolled at Gregory Shine

Messages

1. We appreciate that you have chosen to enroll your children at Gregory Shine, and we would like to continue working with your child[ren] to ensure their optimal daycare experience.

2. Gregory Shine prides itself on its highly qualified caregivers and renowned educational curriculum.

  • There are eight families enrolled at the daycare.
  • Relationships are either negative or positive,
  • Families are interested in welfare, financial stability, quality of daycare, and the safety procedures.
  • Influences: relatives, family friends, Simpson family, fellow GS families.

Core Problem

Objectives:

Results

  • Miscommunication has led the Simpson family to seek legal involvement.
  • Gregory Shine needs to mend their damaged reputation while reevaluating safety measures.

  • To conduct immediate and effective communication with the Simpson family.
  • Raise awareness about the new safety precautions being instilled in the daycare.

Goals

Opportunity

1. To retain at least 18 of the 24 (i.e., 75 percent) children currently enrolled at Gregory Shine by February 9, 2012.

2. To reach maximum capacity of slots available (24 enrolled children) at Gregory Shine within a year of plan implementation (i.e., January 9, 2013).

3. To raise awareness of Gregory Shine among Lane County residents by 50 percent within a year: to 10 percent within two months (March 9, 2012), 30 percent within the first 6 months (July 9, 2012), and 50 percent by February 9, 2013.

  • Fix damaged reputation with proactive communication.
  • Reestablish itself as a safe and reputable daycare facility.

Background

  • The significant demand for professional childcare facilities in Lane County, results in a competitive daycare market.
  • Founded in 1979, Gregory Shine Daycare is an example of a reputable childcare facility in Eugene, Ore.
  • Educated staff
  • Exceptional curriculum
  • Many parents register their children more than two years in advance in order to secure one of the daycare’s coveted spots.

Situation Analysis

  • Crisis strikes Gregory Shine: On Nov. 7, 2011, two-year old Logan Simpson broke his leg while playing on the playground.
  • Initial miscommunication between the daycare and the Simpson family.
  • Gregory Shine Daycare must continue to uphold its reputation as a reputable daycare facility.
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