CASE STUDIES

The North Texas-based Adventure Kids Playcare is a drop-in childcare franchise company. Founded by Dana Oliver who left the corporate world in 2003 because she wanted to spend more time with her daughter, Adventure Kids offers parents the convenience of dropping off their child without prior notice, while giving them the peace of mind that their children are in a safe and fun environment. All Adventure Kids locations are fully licensed, employees are CPR and first-aid certified and camera/monitor security measures are in place to ensure the safety of children.

The Challenge
Adventure Kids Playcare needed help increasing the number of corporate and franchise locations. The company also wanted to maintain its consistent, positive brand among all franchises of “good for parents and fun for kids.”  Founder Dana Oliver also wanted to be included in Entrepreneurs Franchise 500 magazine. 

Tactics
When she downplayed a car wreck she survived – the impetus for her to adopt a child and start a business  -- E.H. Anderson PR knew this compelling, dramatic event was a hook to which the media would respond.  Other media worthy elements we used to secure media coverage were her innovative financing she sought and received because banks were turning her down; being a single mother; and the six-figure income in the financial services industry she gave up to start Adventure Kids.

Results
The media coverage E.H. Anderson PR garnered for Adventure Kids Playcard generated ten to 15 franchise leads.  Coverage included:

• Dana’s innovative financing was featured in “The Enterprise Zone” of The Dallas Business Journal.

• Franchise Times featured Adventure Kids focusing on the sacrifices Dana made to educate herself on the childcare business and how she went about the process.

• A franchisee along with several toddlers were guests on WFAA-TV’s “Good Morning Texas” to discuss Adventure Kids’ fun, safe environment.

• A news story on KTVT-TV about what working parents do with their children when a snow day closes school. Adventure Kids was featured in the story as a fun and safe environment.

• Entrepreneur magazine’s Start Up issue featured Adventure Kids focusing on Dana’s work-life balance.

• wsFranchise Radio interviewed Dana about the benefits of owning an Adventure Kids franchise.

• Entrepreneur magazine’s Franchise 500 included Adventure Kids in its 2009 issue.