Secondary Buyout • Marketing

Prudential Capital Group and Halyard Capital Acquire EducationDynamics

On December 9, 2015, private equity firms Prudential Capital Group and Halyard Capital acquired marketing company EducationDynamics from Halyard Capital

Acquisition Context
  • This is Prudential Capital Group’s 1st and Halyard Capital’s 7th transaction in the Marketing sector.
  • This is Prudential Capital Group’s 3rd and Halyard Capital’s 23rd transaction in the United States.
  • This is Prudential Capital Group’s 1st and Halyard Capital’s 2nd transaction in Kansas.
Investment Fate
  • EducationDynamics was sold to a consortium of financial buyers in 2021.

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M&A Deal Summary

Date December 9, 2015
Target EducationDynamics
Sector Marketing
Buyer(s) Prudential Capital Group
Halyard Capital
Sellers(s) Halyard Capital
Deal Type Secondary Buyout
Advisor(s) Lazard Middle Market (Financial)
Akin Gump Strauss Hauer & Feld (Legal)

Target Company

EducationDynamics

Lenexa, Kansas, United States
EducationDynamics is a provider of web-based marketing, enrollment, and retention products and services to post-secondary institutions. EducationDynamics was founded in 2005 and is based in Lenexa, Kansas.
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Buyers Overview 2

DESCRIPTION

Prudential Capital Group is an investment firm focused on providing private debt, mezzanine and equity securities to middle-market companies. Prudential Capital looks to invest between $10 and $100 million in companies generating sales of $50 to $300 million. The Firm pursues a variety of transaction types, including debt refinancing, growth, acquisition financing, stock repurchases, recapitalizations, and buyouts. Sectors of interest include energy, commercial asset finance, lease, and infrastructure. Prudential Capital Group is based in Newark, New Jersey.


Deal Context for Buyer #
Overall 3 of 6
Sector: Marketing 1 of 1
Type: Secondary Buyout 1 of 1
State: Kansas 1 of 1
Country: United States 3 of 6
Year: 2015 2 of 2
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2015-04-20 ESS

Knoxville, Tennessee, United States

ESS is a provider of staffing solutions. ESS specializes in placing qualified staff in daily, long-term, and permanent K-12 school district positions including substitute teachers, paraprofessionals, and other school support staff. ESS was founded in 2000 and is based in Knoxville, Tennessee.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2016-02-24 Salary.com

Waltham, Massachusetts, United States

Salary.com is a provider of reliable information, software, and best practices for compensation professionals. The Company’s product offerings help employers find and analyze detailed, real-time, and accurate information about employee compensation, as well as providing a platform for managing their daily workflow. Salary.com was founded in 1999 and is based in Waltham, Massachusetts.

Buy -
Buyer

Halyard Capital

Sarasota, Florida, United States

Investor Investor Investor


Category Private Equity Firm
Founded 2000
PE ASSETS 600M USD
Size Middle-Market
Type Sector Focused
DESCRIPTION

Halyard Capital is a private equity firm that focuses exclusively on the tech-enabled business and information services, digital marketing/data analytics, IT cyber security, and IT infrastructure and communications industries. Halyard looks to commit between $10 and $40 million of equity per transaction in companies valued up to $250 million. Investments are typically made to help support leveraged buyouts, growth equity, and other structured investments. Halyard will consider both control and non-control investment situations and prefers North American and European-based opportunities. Halyard Capital was formed in 2000 and is based in Sarasota, Florida.


Deal Context for Buyer #
Overall 23 of 27
Sector: Marketing 7 of 8
Type: Secondary Buyout 2 of 2
State: Kansas 2 of 2
Country: United States 23 of 27
Year: 2015 3 of 3
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2015-10-19 Datamyx

Boca Raton, Florida, United States

Datamyx LLC is a provider of integrated information, technology and analytics solutions derived from all three national credit bureaus.

Sell $160M
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2016-08-02 NuLink Digital

Newnan, Georgia, United States

NuLink Digital is a telecommunications provider of Cable TV, High Speed Internet and Phone service.

Sell -

Seller Profile 1

SELLER

Halyard Capital

Sarasota, Florida, United States

Investor Investor Investor


Category Private Equity Firm
Founded 2000
PE ASSETS 600M USD
Size Middle-Market
Type Sector Focused
DESCRIPTION

Halyard Capital is a private equity firm that focuses exclusively on the tech-enabled business and information services, digital marketing/data analytics, IT cyber security, and IT infrastructure and communications industries. Halyard looks to commit between $10 and $40 million of equity per transaction in companies valued up to $250 million. Investments are typically made to help support leveraged buyouts, growth equity, and other structured investments. Halyard will consider both control and non-control investment situations and prefers North American and European-based opportunities. Halyard Capital was formed in 2000 and is based in Sarasota, Florida.


Deal Context for Seller #
Overall 18 of 28
Sector: Marketing 4 of 9
Type: Secondary Buyout 6 of 8
State: Kansas 1 of 2
Country: United States 18 of 28
Year: 2015 2 of 2
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2015-10-19 Datamyx

Boca Raton, Florida, United States

Datamyx LLC is a provider of integrated information, technology and analytics solutions derived from all three national credit bureaus.

Sell $160M
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2016-08-02 NuLink Digital

Newnan, Georgia, United States

NuLink Digital is a telecommunications provider of Cable TV, High Speed Internet and Phone service.

Sell -