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MARKETING
Marketing does not have to be expensive, fancy, or overly time consuming but it must be done with regularity and careful thought about the message and the cost. You are all very creative. Use those juices! When selecting marketing media, look for the medium that services your customer population. Ask parents what radio station they listen to, what newspaper they read and what direct mail advertising they typically open. Check out the costs and returns on each before you make a decision. Do not get locked into a long term advertising contract until you understand your cash flow. Parents, current and potential, are your customers. They pay your bills. Think about that audience. Use adult language that is clear and concise. Stay positive and NEVER run down another provider. Have a current parent and an uninterested third party review your marketing material before you put it out there. Marketing should be specific to the group. Before you try to sell them your provider services you should ask yourself “Why is this important to parents?” After you have answered that question, tell parents what you do and how you do it. Provide potential customers with a list of educational/developmental activities that you typically provide. Use pictures, as they indeed are worth a thousand words. Create a brochure/folder for parents that have pictures of the inside and outside of your home/center. Put children and the items they use in a couple of the pictures. (Remember you need permission!) Keep the pictures uncluttered and a viewable size. Highlight what you are most proud of and what you believe parents are most interested in. Use parent testimonials. Parents are your best and cheapest marketing source. What is it about your business that sets you apart from the others? If you offer a specialized or unique service or activity, you should tell the parents not only what it is, but why you do it. What is the educational and social value of that activity? Do you have access to specialized activities that others do not have? Market to those that can afford your services. Understand that you may have to turn someone down because they can’t afford it. In that case, refer them to Child Care Resource and Referral. Market to create a favorable first impression and a favorable lasting impression. Marketing is visual. During an interview, point out child sized tables and chairs, tidy activity area, clean highchairs, cribs, bathroom, and kitchen. First impressions are critical. Send some photos, art/craft projects, refrigerator art, etc. home with the children. Grandparents, relatives, neighbors, friends, business associates see all of that, and provide you with free word-of-mouth advertising. Regularly survey (short and sweet) your customers. Can be written, a call, or face-to-face. Ask new parents about their first impression. When you interview a potential customer get their name and number and ask if you may call them for a follow-up. If they have selected a different provider, politely ask them why (NOT WHO) they selected someone else. Don’t be offended. Thank them. Use the information they give you to make your program better. Use a written script so you stay on task. Don’t wing it! Use marketing to explain (if you have done your homework, you should never have to justify) rate increases. What are you going to offer that warrants an increase? Remember to emphasize the educational/social/developmental benefits of your new/additional services or activities. Embrace the technology that is available. You may want to create a website that applies to your business. Clean websites (no pop-ups and no ads) are a great marketing tool.
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Disclaimer
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A marketing plan is an important part of your business program. Marketing allows you to control your business. You decide what services or parts of services you offer will keep your child care full and add to your revenue. Those needs will change from time to time and your marketing plan will change along with it. Marketing is also tax deductible.
