Delivering data & insights to provide Bright Horizons with a new approach to childcare

Highlights

• Bespoke data dashboard and InSite tools
• Acorn geodemographic data for multiple propositions and locations
• Customer and employee profiling to assess community need
• Enabling demand-led growth for genuine customer value
• Rapid report generation to inform many stakeholders

About Bright Horizons

Trusted by families to look after their children for over 30 years, Bright Horizons is an award-winning nursery provider. The company operates over 300 community and workplace nurseries throughout the UK: each is individually designed to serve the needs of its community. Bright Horizons provides tailored childcare for corporate clients and for families, at home, at work and in local settings.

The Challenge

Bright Horizons initially approached CACI for data to support their new site opening and acquisition insight programme. Property Asset Manager Oliver Brookes needed reliable data that was quick and easy to interpret for new site and location decision-making.

Marketing Manager Eddie Thorogood saw a further opportunity to use demographic data to support Bright Horizons’ proposition development and to better understand existing as well as potential catchments.

The Solution

CACI provided Acorn demographics, profiling and mapping, giving insight into specific postcodes and communities. High level demographic maps are instantly visible in InSite’s Locator tool.
Eddie explains: “The blend of data creates reliable and up-to-date information about the demand for our services, to support decision-making about how and where we can expand our operations so we can deliver high quality childcare where it’s needed. It also helps us improve our business model, so we can manage our portfolio and flex and balance our sites to meet changing needs.”

The Benefits

Bright Horizons’ three pillars are ‘people, quality, growth’. Eddie emphasises, “We’re not about just growing for the sake of it. We always want to be where we are needed – where parents can find us and our services will be useful. With this data insight at local level, we can provide a clear picture of community and workplace need to our senior leadership team, so they can sign off new facilities.”

Eddie explains

We have a complex business where everything is audience-centric, so we have multiple offerings. It’s a deeply human business – it’s all about nurturing young children.
The CACI data and dashboard reporting gives us tools to look through every single lens, to understand all the factors that matter to people.

Eddie Thorogood, Marketing Manager, Bright Horizons

Find out more

Please view the full customer story here. If you want to learn more or have any questions please get in touch with us.