MARKETING YOUR PROGRAM
You have invested in quality age-appropriate toys, games, and equipment for you family childcare business. You have created a bright, colorful and safe environment for children. You have also invested time and research to develop an age-appropriate curriculum for the children you will care for. It’s all ready but it’s missing the children. How do you attract families to your childcare program?
Marketing your program is a very important part of your business plan. Here are some steps you can take to market your program:
1. IDENTIFY WHERE YOU CAN FIND PARENTS THAT MAY NEED CHILDCARE.
• Grocery stores
• Gym
• Parks, soccer and baseball fields
• Schools
• Large companies in your area with employees that may need childcare
• Pediatrician offices
• Real estate offices – may be able to identify families moving into your area
• Community center
When you have identified places where parents are likely to be, prepare you advertisements. If you are creative, there are many computer programs that walk you through making pamphlets and flyers. If not many stores like Staples will make copies of ads fairly inexpensively. Some types of advertising information are:
2. FLYERS AND BROCHURES:
• On the front have your programs name and contact information.
• Put a photo, eye catching picture, or logo on the front that will catch attention. (cute children, toys, etc.),.
• You may also want to put the ages of the children you care for.
For example: if you do not want to care for infants, put the age limit, “Caring for children 3 to 5 years old”. You do not want to get inquiries from people who do not fit your cliental.
• Inside you can describe how you will care for the children. Add your philosophy,
For Example: “I believe children learn through play. My curriculum will give your child multiple opportunities to express themselves and grow and develop through play.”
• Your tuition rate. If you have different levels of tuitions you may simple state, “My rates start at…..”
• You will want to put any specialized information, such as: set up to handle children with special needs, or special sibling rates.
• Add a testimonial from a parent.
• Add photos that highlight the best part of your childcare environment. You might want to hire a professional to take the photographs.
• List your certifications, such as, license number, CPR, and any specialized training you have received.
3. OPEN HOUSE
• Plan an open house to introduce your new childcare to your neighborhood.
• Send invitations to everyone you know, family members, former workmates, neighbors, and friends. Ask them to bring friends. Many childcare programs find children to care for through word of mouth.
• Make it simple, 2-3 hours and offer simple snacks like cookies and punch.
• Have a supply of your brochures and/or flyers for guests to take home with them.
4. PARTNER WITH LOCAL BUSINESSES AND SCHOOLS
• Visit the personnel department of any large businesses in your area. Often, they have new or existing employees who are having attendance issues due to lack of daycare. They will welcome the opportunity to be able to offer the employees this assistance.
• Meet with local realtors. Having the ability to give out childcare information is a great marketing tool for them. Availability of childcare may be what closes a deal on a house.
• Talk to the principle at the local school. Often schools have afterschool programs that do not include the young siblings of the student. School personnel may welcome the opportunity to offer your information to parents who inquire about care for the younger siblings of their students.
• Use the list above to identify places where you can post flyers and brochures.
5. ADDITIONAL ADVERTISING
• Post an ad in the local newspaper
• Ask businesses restaurant owners and shop owners if you can put a flyer in their window or leave some of your flyers or brochures at their cash register or on their counter.
• Set up your own website. Ask a knowledgeable friend to help you or find a company that can help you set up your website. This may be worth the money as many people today use a search engine such as Google to find information.
Most likely the way parents will get in touch with you is by calling you on the phone to set up an appointment. The first impression they may have is your answering message. This message should be dignified and professional, after all, you are expecting the parent to leave their most precious possession in your care.
You may have recorded a message that you think is cute and funny but may not convey the right message to parents.
For example: A provider left the following message on her machine: The first thing you hear is a baby loudly crying, then the provider says, “Obviously I can’t come to the phone right now leave a message and I’ll call back.” The provider thought this was funny and she could not understand why she was not getting any clients. When she changed her message she started getting messages from perspective clients.
It is important that you examine all points of contact you receive from clients and make sure they are conveying the right message.
(See MARKETING YOUR PROGRAM PART 2)