New name for UK’s largest charitable childcare provider

Monday June 19 2006 – Cats Club, the largest charitable provider of childcare in the country, today reveals its new name and logo; Schoolfriend etc.

The master brand, developed after lengthy consultation with children and staff, is Schoolfriend etc. The “etc” stands for education, training and childcare – the three core pillars of the organisation. In addition there are four sub-brands each represented by a different colour:

1. Schoolfriend club (orange) – These run from the end of the school day until 6pm, Monday to Friday during term-time, as well as providing breakfast and holiday clubs. All clubs are held in a safe and familiar school environment and offer children the chance to participate in a full range of activities.

2. Schoolfriend extra (red) – The team of specialists in arts, drama, music, sport, gardening, cooking and other exciting activities who work with the children in each of the Schoolfriend Clubs to provide them with some unforgettable experiences.

3. Schoolfriend.com (green) –The interactive bespoke learning system that helps improve ability in numeracy and literacy. Every child attending a Schoolfriend Club uses Schoolfriend.com in the School’s IT suite for about twenty minutes each evening.

4. Schoolfriend tec (blue) – A registered training provider with CACHE, which is accredited to deliver NVQ Level 2 and Level 3 playwork qualifications. As well as training Schoolfriend Club play assistants, training services are also offered to local authorities and individuals.

Commenting on the new name and logo, Schoolfriend etc Founder, Amanda Argent, said:

“We are really excited about our new brand. We opened our first club in 2003 and are now the largest charitable provider of childcare in the country, operating hundreds of clubs nationwide. We realised that we needed to reposition ourselves to become more effective in the childcare and education communities. The new brand represents everything we stand for – that we are a friend not just to the school, but also to children, parents and the wider community. I’m sure that the name and logo will make us much more identifiable to all our audiences as Schoolfriend etc continues to grow over the coming years. “

In addition to launching the new name and logo, Schoolfriend etc has also launched a new interactive website, www.schoolfriendetc.org, which includes the facility for parents to book and register their children in Schoolfriend Clubs, allows potential employees to apply for jobs online, enables the staff in each club to access specialist resources and includes a comprehensive journalist resource centre.

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NOTES TO EDITORS

• Schoolfriend etc provides high quality, affordable childcare in schools across the UK. It has been running after-school, breakfast and holiday clubs since 2003 and is now the largest charitable provider of childcare in the country, running over 200 clubs and operating in over a third of all local authorities.

• Schoolfriend etc was founded in 2002 by Amanda and Stephen Argent. Their vision was to utilise school facilities after 3.30pm by opening up schools to working parents and their children. From the outset, Schoolfriend etc was designed to make a positive impact on both children’s lives and the local community.

• Schoolfriend Clubs assist schools in fulfilling the Government’s Extended Schools Agenda – by 2010 every school needs to provide care from 8am to 6pm – and the Every Child Matters programme by offering out of school provision on school premises without the burden of the schools having any additional cost or administration.

• Schoolfriend Clubs are fully approved by Ofsted and have a high adult to child ratio that allows staff to spend a lot of individual time with each child.

• Schoolfriend tec training courses include training in Basic Skills, Child Protection, First Aid, Health & Safety, Food Hygiene, Activity Workshops and Behavioural Management.

FURTHER INFORMATION

• Josie Dobrin - tel 07958 397 407
• www.schoolfriendetc.org
• Schoolfriend etc postal address, phone and fax numbers will remain the same