How to market a family child care program.
Providing child care from our homes means more than caring for children. We must become savvy in business marketing, too! For some early child care practitioners, this is exciting; for others it is plain frightening! What are examples of marketing our business?
It is important to remember that we are continually marketing our program. Every step we make represents our program. Surprisingly, marketing aspects can be very simple. For example, the basic act of warmly greeting people in the community is a best bet in marketing. They will remember well the adult who was friendly and personal (especially if we have our business card on hand!).
Key marketing tips for family child care providers
- Use visual aids (scrapbook, receipts, evaluations, daily note, video, business cards, etc.).
- Keep track of children after they leave your care.
- Advertise with other providers with whom you have something in common (neighborhood, religious viewpoint, CDA or other professional credential, philosophy, etc.).
- Keep informed about what parents want.
Benefits vs. features in family child care
In describing their program to prospective parent clients, family child care providers should talk about the benefits rather than the features of their program. Parents will make a decision to enroll their children into a program based on its benefits.
- Benefits: Tell customers how the program will help them and their children
- Features: Merely describe what the program offers
| Feature | Benefit |
|---|---|
| Open 7 a.m. - 5 p.m. | Convenient hours for a parent's busy schedule |
| Substitute on call | Parents need not worry aboutfinding back-up care |
| Large backyard | Plenty of room for children to play |
| On the Food Program | Meet all health and safety standards |
| Licensed |
Fill in your own examples from your program
| Feature | Benefit |
|---|---|
Other marketing ideas
- Record a new greeting on your answering machine.
- Locate at least three provider Web sites on the Internet and write down three marketing ideas you pick up from these sites.
- Send a thank-you card to current and past clients for Mother's Day.
- Distribute fifty business flyers at local businesses in your neighborhood.
- Start an electronic newsletter for parents.
- Conduct a clean-up project for the outside of your home.
- Call your Child Care Resource and Referral agency to update your listing and talk to a referral counselor about parent demand.
- Register your business name with your state's secretary of state office.
Sources:
-
"Continual Marketing Strategies," "Promoting Your Business," "Benefits v. Features" by Tom Copeland
Tips 8-6
