Communicating Through Covid-19 – Children 1st.

The Covid-19 pandemic and subsequent lockdown caused all businesses to rapidly respond to the unprecedented trading conditions, finding new ways of working to ensure the survival of their companies both during and post lockdown. All our clients faced challenges but as a result of their creative solutions and targeted actions are weathering the pandemic.

RedTree has continued working throughout the crisis, ensuring our clients are consistently seen in the media so that they can emerge from the current situation stronger and with their reputations enhanced.

These companies have seized the opportunity to further build their reputations, taking considered actions which will ensure they continue to thrive when things are ‘back to normal.’ By taking appropriate actions, these companies have improved their brand loyalty by going above and beyond to do the right thing for their customers and wider society.

I am proud that RedTree clients made great efforts to support their staff and their customers in these unprecedented and tough times and believe that, as a result, their businesses will be stronger in the years to come.

Over the upcoming weeks we will highlight the work by ourselves and our clients to keep communicating through Covid. Here’s a snapshot of how Children 1st Day Nurseries responded to the crisis.

Children 1st Day Nurseries

When the news broke that all day nurseries were to close to all children except those of key workers, Children 1st’s Senior Management Team acted quickly to ensure that they could keep as many of their settings open as possible to support our NHS frontline staff.

We worked closely with their MD and senior team to help communicate this to their thousands of parents at their 23 settings across the Midlands and South Yorkshire. We drafted statements and ensured their social media was updated consistently with the latest developments and handled customer enquiries. Some of the comments received from parents were amazing and showed how loved the company is amongst many of its customers.


Even before the government backed business loans were announced, the company secured £1.6m of funding from Lloyds Bank to keep its settings open, meaning that key workers could send their children to nursery and the long-term future of the company was secure.

This news was communicated to parents and the media, achieving widespread regional and trade coverage and providing reassurance to parents that Children 1st Day Nurseries would be fully open for business as usual at the end of lockdown.

PR Screenshot

RedTree ensured a consistent flow of content onto social media (reaching 1.5 million people in May) and publicised news from nurseries throughout lockdown, such as their fundraising efforts for the NHS – taking inspiration from Captain Tom Moore.

Social Media Screen Shot


We were delighted when all nurseries re-opened on the 1st of June so that the children could enjoy all the benefits of nursery life once more.

The difference you make to your customers, your communities and your staff during this period will have a long-term impact, and we think that Children 1st have demonstrated this approach perfectly over the past 4 months.

If you are proud of all you have achieved and would like to spread the good news, RedTree is here to help you gain the recognition you have earned.

Please get in touch if you would like to find out more.