With September just three months away and a number of children in your setting moving on to primary school, it is time to focus on marketing to ensure that vacancies created are filled in good time. Here are the Childcare Company's top ten marketing tips.
1. Make every enquiry count
When you receive an enquiry, always take full contact details and send your prospectus out promptly. Try not to use an answerphone during the day, as a parent who needs a place for their child will simply go elsewhere.
2. Analyse enquiries each month
Make contact with those who have received your prospectus but not arranged to visit. Traditionally this is the time of year when you can expect a larger than normal number of enquiries. Many people still see September as the expected time for children to start attending.
3. Plan press releases in advance
Seek regular free publicity via local press and radio. Let people know about your sports day, summer fete or garden party. Also take opportunities to be involved in similar local events.
4. Involve all staff in marketing
This will make them more aware of the importance of providing good customer care and make them think about their setting's best selling points. SWOT analysis forms can be given to staff to get their opinions.
5. Make prospective parents feel welcome
When prospective parents come to visit, be impressive. Ensure that all staff know to expect a visitor and ask them to welcome them to their room with a smile. Try to have displays in corridors or rooms that promote activities and facilities they may not see on the day of their visit, such as swimming, dance and sports. Summer is an ideal time to show off your grounds, so use them to the full if you have them. Encourage outdoor activities such as storytelling under the shade of a tree or having a teddy bears picnic.
6. Market to existing customers
At this time of year you can bring your monthly newsletter to life by including stories of your outdoor activities and nursery visits.
7. Run a special introductory offer
For example, if a parent signs up their child to start in September or October they only pay 50 per cent of the total fee during the first month that the child attends.
8. Recommend a friend month
If a parent recommends someone to the nursery who takes up a place and stays for at least three months, you could give the existing parents a discount on one month's fees as a thank-you.
9. New parent questionnaire
Ask all new parents to complete a questionnaire soon after their child has joined. Remember to acknowledge and act on their comments.
10. Hold an open morning
You could invite everyone who has made an enquiry within the past six months to join you for a seasonally themed open morning. Ask staff to dress in character costumes and use book themes such as 'Lucy and Tom at the Seaside' and 'The Very Quiet Cricket'.
The Childcare Company has produced a marketing pack containing forms and information. To obtain a free copy send an e-mail to info@thechildcarecompany.com