ABOUT THE COMPANY:
The Company is a customer acquisition-focused marketing services provider, offering a wide array of services including digital marketing, direct mail, website services, and automation. The Company serves clients primarily in the assisted living and retirement community industries nationally.
SITUATION:
Within the retirement community and assisted living industries, macroeconomic conditions as a result of Covid-19, including decreased occupancy rates, employee burnout, staffing shortages, and difficulty delivering on their overall promise to their residents, have deprioritized communities' focus on customer acquisition, which negatively impacted the Company’s business performance.
ENGAGEMENT:
The Company retained G2 in November 2021 to conduct a Phase 1 business and financial assessment in coordination with the Company's financial sponsor.
OUTCOME:
G2 delivered its Phase I Assessment to the client, its financial sponsor, and its lender. G2 found that the Company's focus on an internal infrastructure overhaul, reductions in force, and cultural changes negatively impacted not only morale but also operating performance. The Assessment also revealed that recent acquisitions did not deliver the intended revenue increase. G2 outlined several possible paths forward and recommended one in particular - an operational restructuring, which the Company decided to execute.
DEAL TEAM:
TAGS:
Exclusive Restructuring Advisor
Strategic Assessment
Digital Marketing
Healthcare Services
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Exclusive Restructuring Advisor
G2 was engaged as Chief Restructuring Officer (“CRO”). Through the CRO, G2 developed and executed liquidity management tactics for the Company and its stakeholders.
Exclusive Restructuring Advisor
G2 was engaged to facilitate negotiations for more favorable payment terms with key vendors, aiming to optimize cash flow management.
Exclusive Restructuring Advisor
G2 was engaged to perform a Phase 1 strategic alternatives assessment.
Exclusive Restructuring Advisor
The Company engaged G2 as its Chief Restructuring Officer. Through the CRO, G2 developed and executed liquidity management tactics for the Company and its stakeholders.
Exclusive Restructuring Advisor
G2 conducted a rapid Phase 1 Assessment and developed a report that included an assessment of the business, operations, and financial condition of the Company, short-term liquidity, near-term capital requirements, and strategic alternatives.
Exclusive Restructuring Advisor
The Company engaged G2 to assist in building the long-term financial model, a 13-week cash flow forecast, facilitate negotiations between the Company, the sponsor, and the lender group.
Exclusive Restructuring Advisor
G2 was engaged to complete a Phase 1 assessment of the Company’s financial forecasts and its ability to return to pre-COVID levels of financial performance.
Exclusive Restructuring Advisor
G2 conducted a Phase I Assessment focused on liquidity and cash flow management assessment, business and operational strategy review, refinancing options, and strategic alternatives.
Exclusive Restructuring Advisor
G2 worked alongside creditors and management to develop a Phase 1 Assessment. G2 advised the lenders with respect to the financial position of the Company.
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