Features

Integration: part 3 – Strategies to get parents on board after a nursery take-over

Three nursery groups explain how they reassure parents after acquiring their child’s setting, by Charlotte Goddard

When a larger group takes over a small setting, parents may have understandable concerns. ‘Going from a small, family-run nursery to being part of a group can be scary and frustrating for parents, especially those who specifically chose an independent setting,’ says Sarah Dee, integration manager at Thrive Childcare and Education, which owns 46 nurseries across the UK.

‘We explain to parents we are not this big corporate where they will become a number,’ says Kindred Education brand and marketing manager Sarah Fromageot. ‘The setting is going to carry on doing the brilliant things it was doing, but with a new support network behind it. Parents can now feel confident that any changes Ofsted make, staff are going to know about it, any training staff need, they are going to receive it, any maintenance issues, they will have support.’

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