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Company: Primrose Schools
Nomination Submitted: Jackson Spalding
Company Description: We’re a national family of accredited early education and care schools serving infants through kindergarten, after-schoolers, their families and communities. With our Balanced Learning approach, we nurture curiosity, confidence, creativity and compassion. This helps spark lightbulb moments that lead to a lifelong love of learning.
Nomination Category: Company / Organization Categories
Nomination Sub Category: Company of the Year - Consumer Services - Large
 Nomination Title: Primrose Schools
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the achievements of the nominated organization since January 1 2020, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Briefly describe the nominated organization: its history and past performance (up to 200 words):
Total 197 words used.
Primrose Schools is the country’s leader in early education and care. Founded in 1982 with two locations, the franchised company now has 475 schools in 33 states. Ranked the No. 1 childcare franchise by Entrepreneur for six consecutive years and named as one of the best franchises to buy by Forbes, Primrose provides an essential service that delivers an unparalleled early learning experience. Each school is independently owned and operated by Franchise Owners who are provided a proven business model and exclusive approach to early education, called Balanced Learning®.
The Primrose mission is to forge a path that leads to a brighter future for all children, and the company’s CEO Jo Kirchner has helped bring that mission to life. She founded the Primrose Children’s Foundation to align the company with national and local nonprofits that benefit children and families in need and later formalized the company’s CSR program called Primrose Promise℠.
In terms of past performance, Primrose has grown year over year since its inception. In 2019 (pre-pandemic), Primrose experienced one of its most successful years to date, including 28 new openings, more than $861 million generated in system-wide-revenue, and the signing of 38 new franchisee awards.
- If you are providing written answers for your submission, you must provide an answer to this second question: Outline the organization's achievements since the beginning of 2020 that you wish to bring to the judges' attention (up to 250 words):
Total 250 words used.
The Primrose mission is to forge a path that leads to a brighter future for all children, which was brought to life in new ways during the COVID-19 crisis, which underscored America’s dearth of affordable quality childcare options. Primrose CEO Jo Kirchner co-led efforts to lobby Congress for $55.5 billion in federal funding – resulting in the largest subsidy ever for the childcare industry. Early on, Primrose donated $100,000 to Covid relief and $250,000 to No Kid Hungry to help fight childhood hunger. Primrose also opened West Lakes Early Learning Center in partnership with AdventHealth in Orlando, Fla., helping transform a community with a model that will be replicated and scaled over time.
Primrose has consistently been at the forefront of positive change in early childhood education and care, most recently becoming the first national preschool system to adopt evidence-based screening tools aligned with the American Academy of Pediatrics. This tool helps parents and teachers assess and track social-emotional development in children at a critical time. Despite disruption amid Covid-19, Primrose maintained continuity in operations with many schools continuing to experience wait lists. And, in April of 2021, Primrose opened its 450th school in Virginia. In 2021 Primrose awarded 27 new franchise agreements, opened 22 schools and experienced a 340% increase in franchise agreements, opening 22 schools and experiencing a 340% increase in franchise inquiries compared to 2020. Building on this momentum, the company is poised to reach its milestone 500th location by this time next year.
- If you are providing written answers for your submission, you must provide an answer to this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the organization's past performance (up to 250 words):
Total 118 words used.
From growing to serve more children to advocating on behalf of the industry and at-risk children, Primrose continues to lead the way for quality early education and care. The business continuity of all 475 Primrose schools during an unprecedented national crisis is a testament to company leadership and the strength of the brand. Likewise, the company’s commitment to giving back despite an industry crisis shows how passionate Primrose is to serve its mission. Collectively, Primrose schools raised $350,000 for local charities and donated 35,000 books and 150,000 canned food items to non-profits across the country in 2021. This level of collective giving outside of corporate foundation support surpassed the total giving of other childcare providers/competitors.
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 162 words used.
Primrose Schools’ many accomplishments in the early care and education industry are detailed on the Primrose Schools newsroom, on the ECEC newsroom and in articles and interviews quoting Jo Kirchner, linked above. More specifically, Kirchner's accomplishments for federal support through ECEC can be found in the press release titled, ‘ECEC Applauds Passage of the American Rescue Plan.' Evidence of Kirchner as an early education and care thought leader can be found in the Today show excerpt titled, ‘Pandemic worker shortage hits day care centers, and parents are struggling.’ Primrose Schools’ ambitious 2022 expansion plans are detailed in the newsroom release titled “Primrose Schools Dedicates 40th Year to Expansion of Early Education and Child Care.” All other accomplishments and accolades referenced in questions two and three are available online in the Primrose Newsroom. Primrose continues to lead the way in early education and care amid challenges of all kinds, ultimately paving a path to a brighter future for all children.
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