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DATE: JUNE 2020
CATEGORY:

A STUDY IN COVID-19 PARTNERSHIP: LIGHTBRIDGE ACADEMY


Chuck Whitmore

Oxford was recently instrumental in the development of a COVID-19 response for Lightbridge Academy, a New Jersey-based franchise company which provide early childhood education and child care. The company has over 119 child care franchises either open, under construction or in development throughout Florida, Maryland, New Jersey, New York, North Carolina, Ohio, Pennsylvania, and Virginia. Due to unprecedented circumstances, the lines between marketing, operations, and internal communications were quickly blurred as we collaborated virtually with our client’s team to develop a COVID-19 rebound strategy.

Consumer research confirmed that health and safety would be the overriding factor guiding parents’ decision to enroll (or re-enroll) after the lockdown. Operationally, the client’s team worked tirelessly to research and procure a state-of-the-art air purification and filtration system, which would become the centerpiece of a multi-faceted pledge including sterilization and cleaning protocols, and operating procedures for the safety and security of enrolled children. Positioned as the child care industry’s Gold Standard for health and safety, the Lightbridge Promise was born as an essential new lynchpin of the brand.

Finally, our teams worked tirelessly to architect a brand strategy designed to sell the program through to stakeholders including franchise owners, staff, center directors, enrolled and prospective parents, and the general community. With states lifting “shelter in place” orders and businesses reopening, the company is now well-positioned to hit the ground running.