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Primrose Schools

Company Overview:

Primrose is an educational childcare franchising company. Premium priced, high-end childcare targeting affluent families. Education-based programs for children 6 weeks to 5 years old, and after-school programs for children up to 12 years old. In 2002, their twentieth anniversary, the 100th school was opened.

Challenges:

Inconsistent online branding across franchises.
Confusing site architecture - The previous site did not separate the different target audiences – parents & potential franchisees.
Outdated content - Primrose could not easily update their site to display their new, innovative approach to educational childcare.
There was no standard Web platform for franchises to use to promote the schools and to service parents online.

Implications:

Inconsistent messaging between the franchises.
Confusing message to parents and franchise prospects lessened the chance of attracting either audience.
Outdated information presented to website visitors could turn away prospective parents and franchisees.
Lack of standard Web platform increased support costs and created inconsistent branding.

Solutions:

Definition 6 created consistent illustrations for online and offline collateral. Illustrations included a 20th Anniversary logo, Spring Program, Summer Program, and their mascot.
The corporate site was built with two distinct sections – one for the parents and one for the franchising company.
The parents’ site features dynamic content areas that Primrose can easily update with a browser-based content maintenance tool.
Each school maintains its own site through browser-based content maintenance tools.

Technologies Used:

SQL 2000
WIN 2000 Server
ASP
FLASH

Results:

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