Child Care Marketing

Parents are always nervous and concerned about choosing child care for their kids. They worry about what their kids will be doing, who they will be with and whether they will be loved. They are nervous about whether their baby will be fed when he or she cries. They want to know that their children are learning and blossoming at preschool.

As a child care provider or preschool director, you must fully understand these feelings and empathize as much as possible in order to win parents over. A failure to follow up on a child care referral, or a bad first impression will ruin your chances of getting an enrollment.

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The first visit to your center is a big deal for any parent. It is their first glimpse into your daily routines, your classrooms and your facilities. They, of course, are looking for a clean and happy environment, but they are also watching you and your staff closely. Parents are making a huge decision by leaving their child in your care and they want to feel like their little one will be happy and safe when at your center. Your greeting, your mood and your level of interest in their child and in their family will all contribute to their overall perception of your business. In order to make a good impression and (hopefully) get an enrollment, you should consider the following 7 tips.

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First impressions are so important!

They are important in friendships, dating, business and pretty much every aspect of life. And yes, they are important for your child care or preschool program! We all judge people and places based on the very first time that we meet or see them. This may not always be fair but it is true.

The messages that parents get from you and your staff when they first call or visit your center will likely be “make or break.” They will have a lasting impact and will color their opinion of you from that moment on. That first impression will affect what parents think of your facilities, of you, of your program and of your business, in general. Parents who are left with a bad taste in their mouth won’t hesitate to speak poorly of you to other parents.

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Y ou may be struggling to get the enrollments you need but you’re not sure why. Your facility is clean. Your teachers are wonderful. The rooms are lovely. The playground area is impressive. You are always available for tours, always jumping on referrals and always ready to answer questions. Despite all that, you just aren’t enrolling as many children as you wish in your child care or preschool program. The truth is, you are probably not even getting a small fraction of the parent interest you should be getting.

Why? Because of your website.

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W hen speaking to parents on the phone, it is of the utmost importance that you make a good first impression. The impression that they get on the phone will weigh heavily as they make decisions about where to tour, and later, where to enroll their little one.

You may not be in a great mood. You’ve been up since 5 am. You may be hungry or tired. BUT, you must be perky, chipper and eager to talk. This is not negotiable. Parents want to send their child to a “happy place.” They want to imagine their child being loved and cuddled. A cranky lady who hasn’t had her coffee doesn’t convey that image.

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Facebook is the world’s most popular social networking website with over a billion users worldwide. If you’re not using it to reach prospective parents and engage with currently enrolled families, you’re missing out. The benefits of using Facebook are countless for all businesses, but as discussed in our earlier blog post, it’s especially true for child care and preschool programs because of your target audience: mothers with children under 5 are the most active users of social media.

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In our last blog post, we covered the basics of social media marketing, which typically involves creating (or sharing) content that attracts attention and encourages readers to share it with their social networks. To put it shortly, it’s word-of-mouth in the digital age. In this post, I’ll share 3 reasons why you should use social media marketing for your child care and preschool program.

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Did you know that 8 out of 10 consumers use the Internet to research local businesses and that 72% trust online reviews as much as personal recommendations?[i] Web results have tremendous influence on most people’s buying decisions, especially moms with young children. This means that for child care providers and preschool directors like you, using online marketing to create a great online presence is more important than ever.

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Marketing the old-fashioned way doesn’t work anymore. Your customers – parents – have migrated to the Internet (8 out of 10 consumers research local businesses online so online marketing is now key to running a successful child care business. In our previous post, we discussed online marketing and shared the top 5 online marketing strategies for child care providers.

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