Marketing: Who Knows About Your Program?

By Letisha Wadsworth
Do you run a wonderful program with happy, eager to learn children? Are all your program slots filled? Do parents tell you they don’t know how they would survive without your child care program? Don’t just rely on word of mouth to send you new customers. Let the whole world know that your wonderful program exists. Here are some marketing tips that will shine a light on you and the work you do.

A sign lets your neighborhood and people walking and driving by know that you are running a program (include license, ages and hours at a quick glance). Make it easy for parents to make appointments to come see your program. When they call tell them when you normally schedule your appointments and tell them what you want them to bring to the appointment.

Be ready when someone calls with basic program information. Don’t make up rules or regulations or fees on the spot. Prepare for the main questions that parents will ask when they call. If you need to, write out some quick points that you want make sure are covered in these calls.

Who do you want to serve in your program? Do you want to cater to your neighborhood, some other neighborhood, a certain job site (i.e. a hospital) or to a special population (teen parents)? Get your information to the groups you want in your program.

Fliers, business cards, websites, T-shirts, and magnets can all be used. One marketing tool is not enough. Everything works together to create a “buzz” about your program.
Your local politicians all know that child care is critical to their voters. Make sure that the politicians know that your business is vital to their voters and the broader community. Write letters of introduction (with some fliers) to your City Council member, Congress members and your local Community Board.

Be sure that you market to your local schools. Most of the school age children have younger brothers and sisters who need child care. If you can serve the whole family from infants, preschoolers and after-school children, let parents know about the convenience of your services.
Try an open house celebration that highlights the best parts of your programs. Parents and children can help to sell the program through events like an open house. Use photos, examples of children’s’ work, good food and happy children to let the community know about your business.
Do you belong to a church an association a social group? Find out if you can use their newsletters, bulletins or announcements to talk about your program. You might be surprised at how much interest you can create in these “old” new circles of friends and acquaintances.

Ask to participate in neighborhood health fairs, block parties or community fairs that attract families. Make a bright colorful table with balloons and some fun activity. Make sure you have a sign-in sheet to get contacts for your program.

These are just some quick tips to jump start some of the marketing efforts to make sure that everybody knows your name.