The Family Learning Center Branding Avoids Crisis
On February 1, 2014, the Family Learning Center (FLC) and its law firm received a letter from the Tiffin City School District indicating that the Tiffin City School District would be opening up its own preschool for children with special needs in August 2015. The FLC was concerned that the opening of a Tiffin Preschool would shut down the FLC. The FLC is an awesome place for children with special needs. This story needed to be told.
Stevens Strategic created a comprehensive crisis communications plan recommending news releases; videos of parents, the facility and supervisors; advertising in local newspapers; and a special open house just at a strategically-correct time.
The Tiffin School board voted 3-2 to study the matter and not open its new learning center in the fall as planned. The Family Learning Center remains open with prospect of additional growth on the horizon. In the fall, the FLC opened at 100% capacity.