Today's parents look for more than 'what's the closest childcare provider.' They are seeking out centers that provide quality care. They are considering curriculum choices and are looking to stay connected to their child's development and growth.
Millennial parents also want 'on demand' access to their kids' day. A recent survey found that 69% of parents shared that technology is essential when selecting a childcare provider. 80% of parents said they would switch childcare providers to get daily photos and videos of their kids at childcare.
So – how do you stand out from the competition? How do you attract more parents to your center? I've put together 5 strategies to fuel your childcare center's marketing strategy.
#1: Create Your Childcare Center's Story
You'll first want to take out a blank piece of paper (or use our childcare marketing strategy template) and start to write down what makes your center special. Think from the perspective of the parent and answer the following questions:
Why would a parent choose your center?
What makes your childcare center unique?
What are the core services you offer?
Is there something you offer that your competitors don't?
What do you want your center to be known for?
How do you think your families would describe your center to their friends?
What do your families love most about your center?
Your story should be the cornerstone of all of your messaging. What you put together should also be authentic to the value you provide at your center.
Wondering what aspects of your center to highlight?
In a recent survey, we asked parents if they would switch childcare providers if they found a childcare center that offered specific services. If your center provides any of the services below, these are likely things you'll want to promote.
% of Parents who would switch childcare providers if they found a center that offered
Contactless Payments 53%
Contactless CheckIn 60%
Parent Communication App 63%
At Home Activity Content 51%
Digital Documentation 63%
Assessments 62%
Shared videos and pictures 80%
Once you have your story, you'll want to build out assets to share your story. This approach
could include:
Photos of your center
Testimonials from parents, teachers, and staff
Video tours
Photos showcasing your curriculum
Marketing Idea #2: Create a Website for Your Childcare Center
If you don't have a website for your daycare, then this is the first place you should start. A website is essential for being discoverable online and for parents to learn more about your business. Having a website will make your center much more credible, and by that same token, not having one will make your business less trustworthy for a parent considering their childcare options.
Your website should include:
A way for parents to contact you to learn more – we recommend both an online form as well as a phone number, email, and address
Your enrollment process – what does your enrollment process look like
A window into your center – photos of the classroom, highlights of your curriculum, parents who access your site should get a feel for what it's like
Pricing and services offered – an overview of what services your center offers.
Highlights that make you stand out – make sure your website is telling your story on what makes you stand out. This approach could include parent testimonials, quality rankings, or childcare software you've implemented.
Marketing Idea #3: Create a Google Business Profile for Your Childcare Center
Want to be searchable locally? Of course, you do. Creating a Google Business Profile is easy to get serious attention when people search for daycare options in their area.
All you need to do is create a Google My Business account. You will then be asked questions about your business, such as your location, hours of operation, name, description, phone number, and so on. After creating an account, your business will appear in Google Maps searches.
To make home daycare stand out in Google searches, here are some easy techniques to try:
Make your listing as detailed as possible by filling out all the available criteria.
Add photos to your listing.
Add a link to your website if you have one.
Ask your families to review you on Google. The more reviews you have, the more enticing it will be to click on your listing.
Always reply to all reviews (the good and the ugly) – it shows that you care about your family.
Add posts to your listing to give people more ways to learn about you. These include upcoming events, news about your center, or even blog posts about your teaching philosophy.
Marketing Idea #4: Add or Update Your Childcare Center in Local Directories
Directories are great because they generate traffic for you, but they can be a pain as they are often outdated or might not have your business included in their list!
One example is Yelp, which shows local businesses and customer reviews like Google Maps. You may also discover local sites or directories that list childcare centers. Either way, make a list of all the listings and add or update your center details. Keeping a list on hand will also make it easier for you if you need to update it later.
💡 How to Find Local Directories
Search online for childcare like you were a parent and list all the directories and sites in the area.
The second approach is to search your competitor's name on google and see where they are listed.
Marketing Idea #5: Facebook Promotion for your childcare center
Facebook, in particular, is great for local promotion since it easily allows you to target your audience. They are also a great tool for connecting with your local community.
Childcare Facebook Business Page
To promote your childcare center on Facebook, you'll need a Facebook Page. Think of your Facebook page as a mini version of your website (in fact, many centers we work with use their Facebook page as their website).
Local Parent Groups
Try searching for "[Your City] Parents" and select "Groups" at the top of search results and join parent groups. (You can also search using 'Moms,' 'Dads,' etc.) Joining these groups will give you a sense of what matters to parents locally.
It can be tempting to post an ad in these groups telling members about your business… please don't unless you are prompted to do so! Instead, become an active member of these communities. Offer advice, answer questions where you feel you have great experience, or share some resources.
While this approach takes time and will not have instant success, it will demonstrate to parents in your area that you are a trusted member of their community. When it comes time to enroll their children in daycare or if someone in their network asks them if they know of any, you will be top of mind.
Are you looking for essential daycare items like forms, curriculum, and other tools to help you in your daycare business or teaching career?
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