CHALLENGE
Tutor Time Learning Centers planned to file for Chapter 11 bankruptcy protection in order to restructure its finances. Key stakeholders included parents of 26,000 enrolled children, and 3,500 teachers and employees at 230 franchisees and company owned schools in 21 states. The company was concerned that a migration of children and teachers to competitors' facilities would cause disruption and a substantial reduction in cash flow which would severely impact shareholder value.

SOLUTION
Ambit developed and executed a campaign to convey company confidence to key stakeholders that the restructuring would not negatively impact day-to-day operations.

The campaign was built on the premise that a thorough disclosure of facts, consistently updated, would educate an interested parent, franchisee, employee and the media about the simple financial restructuring. Messages to parents, franchisees, employees and the media were tailored to address the concerns and interests of each audience.

A press room was created on the Tutor Time website to provide easy public access to updates, media releases, copies of published articles, teaching awards, parent testimonials, an in-depth history of Tutor Time, court filings, FAQs and a download area for photos and logos.

Letters from the CEO and FAQs were posted daily to the website and electronically delivered to all 230 schools for printing a same day handout to parents and employees. At each school, staff was given guidance in delivering personalized knowledgeable and comforting responses to parents' questions.

RESULTS
The company proceeded through Chapter 11 reorganization with minimal exposure in the media. The media was focused on writing about a well run company undergoing financial restructuring. Tutor Time was successfully reorganized and continues to be a prominent fixture in the child care industry today.