Nowadays, parents are looking online for more than just “child care centers near me”. With such a lucrative market, parents are now seeking out centers that provide high-quality child care, curriculum options, and one that allows them to stay engaged and connected to their child’s growth and development. So, how can your center stand out from the competition? How do you keep the momentum going and attract more parents to your child care center?
When you start out in the child care industry, there are two things that are scarce: resources and time. When you have a passion for working with children and decide to embark upon this business venture, you will need to find clients to keep your business growing. There are various ways to attract your ideal target market. One of these is to create and implement an effective child care marketing strategy by using several marketing tools and media. To ensure that you’re not wasting your time or money on your new business strategy, you need to develop an efficient child care marketing plan.
Here are some steps to help you fuel your child care marketing business plan:
1. Core Story
Every business has its own story. Start by thinking about how you can communicate your value to potential customers. Show your process — one that nurtures learning, growth, and development. As a child care business owner, spend a little time each week identifying what makes your center unique and different from the competition. You need to think of ways that will help you get on every parent’s radar. Approach this task from a parent’s perspective and answer the following questions:
- What core services does your center offer?
- Why would parents or potential clients choose your center?
- What do you want your center to be most known for?
- What do existing families love about your center?
No matter how great your child care business is, you can’t rely on other people to do this thinking for you. You have to be proactive by consistently and consciously thinking about what you can do to attract parents to your center.
2. Target audience
For child care providers, there are two types of audiences on which you need to focus: the decision-makers (parents) and the clientele (children under your care). When creating and developing your child care marketing plan, you need to consider the type of children to whom you most want to cater. You could either target a broad audience (for example children from infancy up to seven years old), or you may zero in on a very narrow target audience (such as children with specific types of needs or learning disabilities). Likewise, the decision-makers (parents) must also be taken into consideration — where do they work, where do they live, what is their income level, and their daily schedules, among other things.
Developing a well-designed target market is a great start to help build your marketing strategy effectively. The more narrowly you can define these considerations, the more effectively you can develop an on-target messaging strategy and choose communication tools designed to reach your target market.
3. Competitor Analysis
The child care industry is a booming industry with vast competition. The arena is very wide and includes large daycare facilities, independently-operated daycare centers, company-based child care services, and home daycare facilities for parents who choose to care for their children at home.
For a child care marketing plan to work, you need to analyze who your competitors are and how your services stand out. When considering the market competition, you need to look at it from your competitor’s point of view. What segment market are they targeting? What is the price point at which your competitors are offering their services? Knowing the ins and outs of your competition will help to position your business more favorably and help your center stand out from the crowd.
4. Measuring Metrics
Successful child care marketing plans need to implement some method of tracking, monitoring, and measuring success. For each strategy you incorporate in your plan, consider how results can be monitored and measured. You can use Google Analytics for website conversions, or Facebook or Instagram insights. A simple Excel spreadsheet can also be used to compare your budget against your ROI or cost per lead. Whatever process you choose, you need to make sure that your success will be measurable, so that you can identify which campaigns or strategies are delivering results, and stop those that are not working.
Remember that your ultimate goal for developing a marketing plan for your child care business is to generate leads. If your plan is not working, you need to re-strategize. Creating a sound plan will help get you started. Get in touch with us today at Local Child Care Marketing to learn how to attract parents to your center through your child care marketing plan.