Marketing: No longer an afterthought

Marketing is very important for the success of your childcare center. Here are a few steps to take to improve retention and grow enrollment.

Best possible services

First things first… good marketing starts with providing the best possible services. This is a critical foundation for any marketing effort.

Make a plan

Your plan can be as simple or as elaborate as you need, but at a minimum should include about five categories:

1. Your strategies (a description of what you will do)
2. A timeline for when you will undertake that strategy (remembering that marketing is a year-round endeavor)
3. Materials and resources needed to accomplish the strategy
4. A list of who is responsible or tasked with accomplishing the work
5. A description of the costs
6. Optional: You might also want to create a category for evaluating the strategy, determining how you will measure success.

Tools in the toolbox

• Print media (parent handbooks, business cards, brochures, press releases, advertisements, give-aways, etc.)
•  Electronic media (social media, e-mails, website)
• Staff (an often overlooked marketing resource)
• Parents (some of your best public relations specialists)
• Events (employer partnerships, school transition partnerships, open house, Kids’ Day, legislative tours, parent appreciation, etc.)

Print Media: Your printed materials do not have to be the most expensive ones out there, but this is definitely not an area to scrimp to save a nickel. Your printed materials are a reflection of you and your business. Your image should reflect professionalism. The content of your print materials is just as important as the appearance. Be sure materials are succinct, free of errors, and well written.

To get the professional image you seek without spending a ton of money, pay attention to other brochures and print materials that have caught your eye and develop a file of these. Also, check out the resources in your community; is there a school or college with a graphics design department?

At a minimum, be sure to have business cards, a brochure, and a parent handbook to share with the public and potential customers.

Electronic Media: Electronic media is very important for communicating with the parents of your school effectively. Social media is a free way to market your school and provide quality information for your parents.

If you do not have a website, create one. If you have one, make sure it is current and fresh.

If you have a facebook page for your school, use it! If you do not have one – be sure to get one! Facebook is a great way to communicate activities, menus, announcements, and accomplishments. If you post pictures of children, make sure you have the parent’s permission to do so.

Make sure electronic media updates are assigned to someone’s task list. Remember, if it’s everyone’s job, it’s no one’s job.

Be sure to use all of the easy-to-use tools at your disposal – you can bet your parents and potential customers are using them!

Staff: Your teaching and support staff can either be some of your best ambassadors or your worst nightmare. If your staff feels good about where they work, feels a sense of importance in the work they do, believes they’re treated fairly and respectfully, then they will sing your praises to existing and potential customers.

Build intentional strategies into your marketing plan to support your staff. Personal thank-yous, gift cards, massages, a day off, and small bonuses are some ways that staff knows that they’re important for you and the school. There is no substitute for a well trained, fairly compensated, and appreciated workforce in early childhood – your success is dependent on their success.

Parents: Have you considered referral incentives for your parents such as tuition vouchers for each new paid enrollment, thank-you cards, gift certificates to a nice restaurant? Get creative! Ask your parents what they would like and include their efforts in your marketing plan.

Events: Work on ways to get more out of your events. Invite your legislators to visit your program; provide photo opportunities for them and invite the media (newspaper, radio, and television).

Develop partnerships with nearby employers: provide tuition or registration fee discounts and advertise your partnerships in company newsletters. Are you a member of your local Chamber of Commerce? If not, consider joining to network with other business owners. Always keep on the lookout for opportunities to leverage your relationships in the community to support your program and the children you serve.

In conclusion, marketing is important for the long-term sustainability of your childcare center. Even if you provide the best services, you will not be successful if no one knows about it. Follow the above guidelines to get your marketing plan on track.