When times became tough during lockdown, the Creation Station lived up to its name by taking a creative approach to solving problems. Sarah Cressall explains how.
‘When the UK Government decided that the best way to escape the clutches of Covid-19 was to impose a national lockdown in March, the majority of businesses faced potentially the toughest few months of their existence.
And we, at the Creation Station, were no exception. Like all businesses, we had to think on our feet, as we decided how best to deal with a plethora of issues.
For us, based at our Devon headquarters, it wasn’t just a case of assessing our finances in the short or long term. It was also vital that our franchisees, and their loyal clients, were well looked after during these unprecedented times.
Within days of lockdown commencing, we had developed an action plan for moving online. During the first few months, we provided daily live creative sessions which enjoyed more than 50,000 viewings. These were live-streamed by many organisations including Netmums and local community groups.
There were numerous problems which we needed to solve, and this was how we dealt with them.
1) Supporting communities: Right from the start we recognised that this was a tough time for many families. So we worked with charities and schools, including Home-Start and Rays of Sunshine, to provide craft packs and bespoke online courses. Over 5,000 families have been inspired by our work.
2) Training: We developed a new online training portal called iCreate, which allowed our customers to enjoy their classes whenever they wanted. This meant that if any franchisees couldn’t run interactive sessions online, they could still sell pre-recorded ones.
3) Website developments: We built a new online booking system, with updated terms and conditions. We also created waiting lists, so that our franchisees could keep in touch with customers throughout lockdown.
4) Mentoring: We provided one-to-one support, as well as making certain that we nurtured team spirit. Our Business Development Managers went online to continue their regional monthly meetings.
5) Covid secure: At the start of lockdown, and before we began preparing for this uncertain future, we decided that everyone’s safety was given the highest priority. We introduced Covid secure practices and provided clear guidelines, training and practical tips for all our franchise partners. These included the development of safe educational face-to-face classes, and procedures, which were communicated to all our teams.
6) Craft packs: We designed a number of packs in line with health and safety. We have given guidance and support to our franchisees on how to safely create and sell craft packs, while maintaining our focus on removing single-use plastic wherever possible. We created packs for Father’s Day, Halloween, Christmas, and also developed Summer boredom busters.
7) Children’s parties: Thank god for the internet! We all know it has been an extremely tough period for children. However, to make certain they didn’t miss out on their birthday celebrations, we created a selection of online parties for parents and children to choose from. This meant re-writing some sessions to make them online- friendly and computer compatible. We delivered craft packs to each customer.
8) Reduced fees: Because it has been a tough time for all businesses, we cancelled franchise fees for the first three months of lockdown. Then, for the next two, our franchisees were asked to pay just 20% of their normal monthly fee.
9) Adult crafts: Our adult Creative Crafter sessions also went online, allowing friends and families to join in across the UK.
10) Building partnerships: We teamed-up with Guinness World Records, Hasbro, Tiny Pop and Usborne books to help us through these difficult Covid-affected months. We believe that working together makes a huge difference.
New developments
Despite the difficulties of developing a new business in tough financial conditions, the Creation Station remains a popular venture for those who want to be both creative and a franchise. During lockdown Creation Station awarded eight new franchises. Those who signed on the dotted line underwent a comprehensive five-day training programme which was delivered online in interactive and practical sessions.
About Creation Station: Since 2002 they have inspired 1.5 million children and adults with their award-winning arts and craft classes, parties and events. They offer creativity for all ages, with sessions delivered by skilled, caring and personable franchise owners who make a huge difference to children, families and communities all over the nation. From their Woodbury headquarters, the business is spearheaded by founder Sarah Cressall and her three sons.‘
Testimony from Emma Winterbourne
“I’ve been running my Creation Station franchise for over five years. I’ve loved building up my business and I value having a flexible career which I can fit around my girls. Head office has always been very supportive and we’ve had clear and comprehensive training to ensure we fully understand what’s been required of us during the Coronavirus pandemic. All of our processes are Covid secure. This means that when we aren’t in lockdown, we can operate face-to-face activities safely and just move online if needed. My six days of summer camps brought in over £3,000 and I’ve continued to receive lots of further bookings. My bookings are back up to around 90% of my income prior to lockdown. I know creative experiences are beneficial in so many ways for kids and adults alike, and I’m very proud to be able to support my community.”
