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Helping Employers Support and Attract Working Parents

OPPORTUNITY

Bright Horizons Family Solutions, the largest provider of corporate on-site childcare, has experienced a seismic shift in its business the past few years, flexing to meet the needs of a new remote workforce, support front-line workers and employers attempting to recruit and retain employees amid one of the most challenging labor shortages in history. 360PR+ has helped Bright Horizons seize the moment, elevating Bright Horizons as a valuable partner to employers and compassionate champion of today’s working parents.

 

APPROACH

Central to our success has been uncovering the latest parent pain points to inform Bright Horizons’ Modern Family Index and leveraging the annual benchmark study as a storytelling platform for Bright Horizons’ executives to share insights with media reaching employers. The latest Modern Family Index found that working parents are in dire need of increased support, so much so in fact that they’d choose childcare over an 100% increase in their compensation – just the stop-in-your-tracks kind of data point that our media contacts want. We paired the findings with examples of employers answering the call – sharing the spotlight with Bright Horizons’ clients, too – and offered tips for other employers to win with working parents, making high-quality, reliable childcare part of the benefits mix.

 

RESULTS

Our efforts have continued to WOW, generating feature stories in top-tier media with multiple brand mentions, spokesperson quotes and links to Bright Horizons’ website to learn more. We’ve very effectively made Bright Horizons executives media go-tos – with regular guest appearances on broadcast outlets reaching employers and investors. Bright Horizons is hands-down more visible and more quoted than any other childcare provider, positively positioned as  best practices partner for leading employers and champion of working parents’ needs.