Marketing 101: An Introduction to Marketing Your Early Childhood Program

Group of Children Playing in a ClassroomEarly childhood professionals are often known for our big hearts and our wide range of knowledge of child development. Yet an undeniable fact about what we do is that we are providing a service to our children and families, in return for which, we receive payment. We are, by definition, a business. Administrators/owners of early childhood programs—you are tasked with making business-related decisions for your programs every day.

“Has tuition been billed for the week/month?” “Did we stay under budget for snacks?” “Has the wording on our sign out front brought in any new enrollments?” “Are our children and families (our customers) happy overall with the service we are providing to them?”

In order for a business to sustain itself for any length of time, it must be marketed in one fashion or another. How do you get the word out about just how wonderful your program is to your surrounding community? And, once you get families in the door, how do you keep them?

Listed below are some early childhood marketing strategies you may want to try in your program:

  • Create appealing, professional marketing materials that are free of spelling and grammatical errors. You want to convey the idea that children will be getting a quality experience at your facility. One of the quickest ways to sabotage this is putting out sloppy marketing information (business cards, brochures, flyers, informational packets, etc.).
  • Answer the phone in a pleasant, professional, helpful manner. The person who answers your phone is the first point of contact a new family has with your program, and first impressions last. Encourage everyone who may answer your phone to use a standard, professional greeting. Make sure the public’s first encounter with your business is a positive one.
  • Post a sign in front of your business. Make sure the community knows you’re there. Include wording about program events, or open enrollment spots, if possible.
  • Maintain an online presence (Facebook, Twitter, Instagram, Google search, etc.). Post and tweet to your heart’s content about what’s going on at your program. (Just be sure you have family consent before posting any photos or information about children.) In today’s society, this is often the first way the general public becomes acquainted with your program.
  • Ask local businesses to display your marketing materials. Go around to pediatrician offices, dance studios, sports facilities—places where families and children often go— and ask if they’ll let you leave a stack of business cards and/or brochures. You might even make a deal with them that you’ll display theirs in return.
  • Offer a discount on enrollment to new families, or a referral bonus to your current families. As we all know, money talks. Giving a family a break on their initial enrollment cost is often made up in the long run when they stay at your program for an extended period of time. Rewarding your current families for speaking of your program in a positive light is a win-win situation for both of you, as well!
  • Know your competitors—check out other programs in your area. Call around and compare tuition rates. Visit other programs and ask to tour their facility. Know what you’re up against.
  • Maintain the “curb appeal” of your facility. Keep up your property to the best of your ability. During my years as an administrator, I spoke with many families who shared with me that they pulled into the parking lot of a program they were interested in only to turn around and drive right back out because of the looks of the place.
  • Be conscious of “word of mouth.” People talk. They talk to each other at work, at children’s’ birthday parties and playdates, when you’re not around. You want to ensure that what they say is positive, so do your best to put the needs of your children and their families first, above all else, every single day.
  • Provide a quality program. Follow through on your promise to provide your customers with a quality early childhood experience. Maintain the standards of quality that you know are the hallmark of a great program. Additionally, if you are star-rated in Ohio’s Step Up To Quality or Kentucky All STARS, display your banner—share that information with pride!

Marketing your program, though it may not be your favorite part of the early childhood field, is necessary. Do it successfully, and you’ll be the most sought after game in town!