Q. A number of new nurseries have opened near us recently, which is impacting our numbers. How should we go about marketing ourselves locally with a limited budget?
Sarah Fromageot, brand and marketing manager, Kindred Nurseries
‘We have 32 nurseries and are having to support teams with this issue quite often.
‘First of all get a really good understanding of what the new nursery is offering. Look at their services, fees, and their unique selling point (USP). Try to imagine what type of parent or carer would be looking for that nursery. Consider its opening hours, what flexibility it is offering, fee structures, or what its garden is like compared to yours. Then consider what is different about your nursery and what you can offer. Your USP might be the fact you are more established. Have you got parents that will rave about you?
‘Doing this exercise will also give you, as a manager, some confidence. Do not worry if someone new in the neighbourhood is rocking the boat – be clear about your offer and what you have to shout about.
‘Make sure your profile on DayNurseries.co.uk is up to date with plenty of recent parent reviews. We also use Google Business as a listings service. And update your website and social media pages, particularly Facebook and Instagram. If your garden is your USP, put up pictures of garden activities. All such online marketing is free.
‘I also recommend making some leaflets. Canva.com is a free flyer design website which you can then printat low cost. Include lots of quotes from parents and pictures and details of your USPs. Then ask your teamto get the leaflets out to local businesses, such as cafésor into estate agents’ home packs. We have asked schools to hand out our flyers and gone to local playgroups and donated books with stickers in them saying “donated by Kindred” to get our name out.’
Caron Moseley, sales and marketing director, Grandir UK
‘Although we are a large group with the budget to do big marketing campaigns, when it comes to marketing nurseries, this has to be local-community-focused.
‘In the first instance, make sure your nursery is visible with clear signage. You might have to apply for planning permission to put a sign above the door with your nursery's name, but this is really important, especially in more rural areas where signing can be less obvious. I also recommend a sign on the gate or fence, and even a sign with directions to the nursery if it is a little set back.
‘Social media is really important and you should invest time in getting this right. Be active and post regularly, and keep up to date with the latest trends on platforms. For example – should you be posting reels or pictures on Instagram? Google offers free online training courses.
‘Try and get involved in local activities, such as community fun days. In the past we have had the budget to sponsor such events. But you could offer something free, such as volunteering to help at a mums-to-mums or nearly new sale. Send your staff in their uniforms to do some promoting. You can also do cross-marketing by teaming up with a local business. Maybe a restaurant will offer your parents a discount, and you can offer something in return to their customers? See your nursery as part of a business community.’
Zoe Tolley, head of finance and marketing, Bright Kids Nurseries
‘Firstly ask current parents to give you up-to-date reviews on places like DayNurseries, Facebook or Google. Also put up those testimonials on your website. Then look at your Facebook page and make sure it is engaging. Post updates about what the children are doing and maybe a video explaining what parents can expect if they come to visit.
‘Research local Facebook groups relevant to parents and join them. If you comment on these pages from the nursery's Facebook page, each time it is free exposure. For example, if someone is posting about doing something positive in your village, just reply saying “well done”, or perhaps offer some help or advice.
‘Print some low-cost leaflets. Perhaps you can get a discount at a local printing shop, or look for online deals. Then ask your staff to do a leaflet drop in the area.
‘You could consider running a promotional offer to undercut the new nursery. For example, registration fees are half price for a set time, such as a month. That tends to encourage people who were dragging their healsto sign up to take action. Or you could offer parents a referral discount for new clients.
‘But be sure to lay out clear terms and conditions with any such offers, to make sure no one takes advantage.’