Marketing for a Daycare

32 replies
I have been approached by a family friend that is looking to increase their enrollment for a daycare. I have some rough ideas but this is a market I have little knowledge about to start with. Any Ideas?
#daycare #marketing
  • Profile picture of the author stone2010
    This is a good one, I was also trying to come up with ideas and it's tough. Any of you currently working with daycares please share some info... thanks
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  • Profile picture of the author infomaniacs
    Schools would be a good place to market, as many mums who have kids at school, also have younger kids who may need daycare. You can put an ad in school newsletters for a low price usually. Also, what about baby shops, toy stores, etc?
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  • Profile picture of the author Bruce NewMedia
    I helped someone promote a daycare business and used 2 methods as I recall:

    1. They daycare owner was in a large home development with a HOA. They accepted small display ads in their monthly newsletter, so I wrote and designed one for her - it was dirt cheap, but reached an incredibly geo niched group of prospects.

    2. We offered a referral 'gift' for every new customer who sent the owner a new daycare prospect. This was promoted on all correspondence to the customer such as invoices, letters, mailings etc.
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    Bruce NewMedia
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    • Profile picture of the author beeswarn
      Originally Posted by Bruce NewMedia View Post

      I helped someone promote a daycare business and used 2 methods as I recall:

      1. They daycare owner was in a large home development with a HOA. They accepted small display ads in their monthly newsletter, so I wrote and designed one for her - it was dirt cheap, but reached an incredibly geo niched group of prospects.

      2. We offered a referral 'gift' for every new customer who sent the owner a new daycare prospect. This was promoted on all correspondence to the customer such as invoices, letters, mailings etc.
      _____
      Bruce NewMedia
      Hi, Bruce. What were the client's results in method 1? Do you know if they still run the ad in the newsletter?
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  • Profile picture of the author rising_sun
    Banned
    You have picked up a very good niche. I don't know what do you have in your mind and what you are willing to do with that; anyway, I think you should make a website and by this time you need to launch the business.
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    • Profile picture of the author rytxtwave
      It is already an established business. That has approximately 15 enrollees and looking to get another 10-15. It is in a very small town which is the most significant hurdle.
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  • Profile picture of the author oldyounggary
    If your biggest hurdle is the smallness of the town, that may be an insurmountable problem. Are there enough kids to double the business? Are there other daycare places you'd have to take business away from? Is the town suffering from the recession and so can't afford daycare? In other words, where is the business going to come from? Sometimes in small towns there can be very clique-y groups that can be a problem, is this happening?

    Also, are many of the jobs related to one business, i.e. a factory town? Do they work different shifts and does your daycare client cater to that?

    I'm just asking because sometimes if you ask the right questions the answers become easier to find. Good luck!
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  • Profile picture of the author JustinG30
    My girlfriend works for a day care and the owner has mentioned also she is looking to do some advertising becaues she needs to get more kids. Some good ideas in here. One idea i gave her and am going to be helping her with is offering some kind of day camp for dancing or gymnastics or soemthing like that. So hopefully that will help to bring her full time kids to her day care and also provide a nice service one day a week or every 2.
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    • Profile picture of the author seotothecore
      Flyers, Flyers, Flyers!
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      • Profile picture of the author thedealmaker
        I not too long ago helped a client who wanted to get some new kids into their daycare.

        It wasn't nothing that was super ingenious or some killer tactic...

        However it was super simple.

        I went to godaddy's search engine service and created a simple site that was designed to get her new phone leads. (you can have them do email as well, but for daycare I recommended phone as it's more personal)

        The people at godaddy do all of the work.

        Shortly after the campaign started the phone began to ring.

        Worked like a charm locally.

        Just make sure that you inform them that this will be an ongoing strategy and not just a one time thing.

        Also make sure they no how to close the deal when the phone starts ringing.

        Go Daddy Mobile - Domain Search, Go Daddy Commercials
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  • Profile picture of the author ADHardwick
    1) Get some local listings from Universal Business Listings (UBL.org)

    2) Facebook
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  • Profile picture of the author rytxtwave
    It is factory area but also very touristy area. The main difficulty is that it is a small lower income area. Very tough market.
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    Ry Russell
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      • Profile picture of the author nrg2011
        Some Thoughts On This....

        1) Average families are worse off than they are 5 years ago, and daycares are more financially challenged than they were 5 years ago. They may be more apt to pay commissions for new business, but it may be harder to find clients now that both parents may not be working, or able to afford daycare, and there may be more competition to acquire clients.

        2) Many of your referrals may be new to the area. There may be opportunities to provide them other services (Satellite TV, Alarm, Internet, Phone, etc.) as they are new to the community.

        3) There will be attrition/chargebacks, or you will have to wait for your $$$. Not all clients you refer will stay for the long haul, so you have to guarantee the clients you refer stay for X amount of time or be willing to replace the account with a new account, or be either willing to accept less per referral, or wait longer to get paid.

        4) You can assume those who get approved for move-in have good enough credit, and that opens up other opportunities, and you already have rapport.

        5) Clients move, so if you properly maintain that relationship, there is a chance to get paid on that client multiple times over the long term.

        Just some random thoughts. I just joined the site, and hope I can be an asset to it.. Thanks for reading...
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        • Profile picture of the author JustSomeWarrior
          WTF? Am I the only one thrown off by most of these responses?

          Originally Posted by nrg2011 View Post

          Some Thoughts On This....

          1) Average families are worse off than they are 5 years ago, and daycares are more financially challenged than they were 5 years ago. They may be more apt to pay commissions for new business, but it may be harder to find clients now that both parents may not be working, or able to afford daycare, and there may be more competition to acquire clients.

          2) Many of your referrals may be new to the area. There may be opportunities to provide them other services (Satellite TV, Alarm, Internet, Phone, etc.) as they are new to the community.

          3) There will be attrition/chargebacks, or you will have to wait for your $$$. Not all clients you refer will stay for the long haul, so you have to guarantee the clients you refer stay for X amount of time or be willing to replace the account with a new account, or be either willing to accept less per referral, or wait longer to get paid.

          4) You can assume those who get approved for move-in have good enough credit, and that opens up other opportunities, and you already have rapport.

          5) Clients move, so if you properly maintain that relationship, there is a chance to get paid on that client multiple times over the long term.

          Just some random thoughts. I just joined the site, and hope I can be an asset to it.. Thanks for reading...
          There are a lot of great suggestions in here, but there is one big question that needs to be answered to figure out the best and most productive way to get this person new business:
          What is the budget?
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  • Profile picture of the author nrg2011
    There's a lot of ways to create new customers.... Here's one...

    Do "FREE FINGERPRINTING & ID SESSIONS" for the community. Families leave with an ID Card with Childs Fingerprints/DNA and vital information (and an ad for your daycare), which you can provide to the authorities in a time of emergency. Hold the sessions at the daycare. Every family that comes in is a potential new customer, with possibly mutiple children...

    COSTS/REQUIREMENTS: Minimal, ID Cards/Fingerprint cards and Ink, which can be found free on the internet and photocopied/reprinted... Sometimes you can get free copies/kits from the police department.

    PROS: You can get free PR from Radio/TV/Newspaper/etc. as you are providing a free positive service for the community. In addition it creates goodwill within the community regarding your business. You are bringing the potential client to your location, with instant rapport, and good face time.

    CONS: Unless you plan to travel around the country to do this project, it is limited to the general area where you live. In addition, it can only be done every so often, and is succeptible to the law of diminishing returns the more you do it.

    Thoughts....?
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    • Profile picture of the author JustSomeWarrior
      Originally Posted by nrg2011 View Post

      There's a lot of ways to create new customers.... Here's one...

      Do "FREE FINGERPRINTING & ID SESSIONS" for the community. Families leave with an ID Card with Childs Fingerprints/DNA and vital information (and an ad for your daycare), which you can provide to the authorities in a time of emergency. Hold the sessions at the daycare. Every family that comes in is a potential new customer, with possibly mutiple children...

      COSTS/REQUIREMENTS: Minimal, ID Cards/Fingerprint cards and Ink, which can be found free on the internet and photocopied/reprinted... Sometimes you can get free copies/kits from the police department.

      PROS: You can get free PR from Radio/TV/Newspaper/etc. as you are providing a free positive service for the community. In addition it creates goodwill within the community regarding your business. You are bringing the potential client to your location, with instant rapport, and good face time.

      CONS: Unless you plan to travel around the country to do this project, it is limited to the general area where you live. In addition, it can only be done every so often, and is succeptible to the law of diminishing returns the more you do it.

      Thoughts....?
      Much better than your last post!
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  • Profile picture of the author BethW1
    As a busy mom, daycare providers and daycare are the lifeline for many of us. Try advertising in churches, libraries and locations that offer tiny tot programs. Many ballet schools or gymnastic places offer programs for 2 and up. You should find many places willing to post a sign or help support to spreading the word. Good luck!
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    • Profile picture of the author Mel White
      Originally Posted by BethW1 View Post

      As a busy mom, daycare providers and daycare are the lifeline for many of us. Try advertising in churches, libraries and locations that offer tiny tot programs. Many ballet schools or gymnastic places offer programs for 2 and up. You should find many places willing to post a sign or help support to spreading the word. Good luck!
      I'll second this. Plus, if they have programs or special classes or activities that they offer, this should be mentioned. Churches and synagogues are usually a good place to advertise. Check to see if a flyer can be placed in the local municipal parks department or other city services.
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      • Profile picture of the author Chuck Austin
        Interesting Comments.

        - Consider going to the largest employers in the area. Market to Moms and families via those employers.

        - Use Facebook ADS (Zip Code, Gender, Age, Etc)

        - Referral Program

        brucerby had a great comment above. Referral program can be very effective if implemented the right way. Paying people for there referrals can work for your client.

        Good luck.
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  • Profile picture of the author Andrew Milburn
    You could try promoting in areas like :

    Churches
    Restaurants
    Offices
    Factories
    Recruitment Agencies
    Baby Clinics
    Local Newspapers

    Also do some research and find out where Mum's with babies hand out and work out on how to get your adverts to them.

    And thinking along those lines................where do all the pregnant girls handout.......again find out and work out how you are going to get adverts to them.

    Baby Shops

    Hope this helps
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    • Profile picture of the author Doot
      This along with targeted facebook traffic, and if they have 15 clients try to use those clients to bring in more clients with an incentive offer 1-2-3 months free if you bring in a new client

      Originally Posted by Andrew Milburn View Post

      You could try promoting in areas like :

      Churches
      Restaurants
      Offices
      Factories
      Recruitment Agencies
      Baby Clinics
      Local Newspapers

      Also do some research and find out where Mum's with babies hand out and work out on how to get your adverts to them.

      And thinking along those lines................where do all the pregnant girls handout.......again find out and work out how you are going to get adverts to them.

      Baby Shops

      Hope this helps
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  • Profile picture of the author Seantrepreneur
    Turn their current customers into sales reps by offering a large referral fee if they refer a new customer.

    What's the lifetime value of a customer? With a daycare I would say its at least $100 per week per kid, right? How long does the kid typically go to daycare for, 6-8 month (That's a random time frame for the sake of this example)?

    Each new customer is bringing in $2,400 - $3,200 to the business. So why not pay $100+ per referral or give the parents a week a free daycare? Or maybe offer a percentage off their daycare for each referral they give them? Doesn't cost them a dime until they make a sale.

    Pay for results not advertising!
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    • Profile picture of the author Chuck Austin
      Seantrepreneur has nailed it.

      "Turn their current customers into sales reps by offering a large referral fee if they refer a new customer."

      "What's the lifetime value of a customer?"

      Great Suggestion.
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      • Profile picture of the author nrg2011
        Has anyone ever utilized Craigslist to generate new business for a daycare. There seem to be a number of daycare centers who have posts, but not any mass posters... Thoughts?
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  • Profile picture of the author Aaron Doud
    I have a 21 month old who I have sole custody of.

    Do you know how I found my daycare? I google searched and looked at the local listings.

    Why? Because when someone is looking for a daycare this is what matters to them.
    1. Location: It needs to be close to their normal commute. Mine is literally two blocks off my normal route. It adds maybe 5 mins to my drive to drop her off.

    2. Price: Cheaper helps bring in customers but only if it is not too far away. I could be a lot cheaper but my time has value not to mention that gas. But for me it is mainly the time. I am not a morning person.

    3. Hours: The more hours they are open the more clients they can have. Especially lower income where hours vary daily and weekly.

    4. Accept Government Accepted?: This is huge epecially if targeting lower income clients. In fact you can charge more to lower income clients because price is literally no factor to them and the state pays.

    So what can you learn from this? Well other than the phone book which some will use to find daycares the biggest place to advertises is goodle places. But the location of the daycare will make a huge difference. So why not mix in some old school like signs and and such. If I am driving to work and I see a sign that shows a daycare just a few blocks from my commute I might look into it even if I already have a daycare.

    Also another factor to remember unless someone changes jobs or moves they are unlikely to change daycares. This means targeting infants. So go where expecting mothers and fathers will be with your advertising.

    Finally ask people you know who have kids how they choose their daycare. real world examples like mine will help you pinpoint where to target.
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  • Profile picture of the author UsmanShahid
    Post flyers in churches mosques and synogogues target demographic probably goes there
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  • Profile picture of the author MSpencer
    You can try sending out mail to people within your area to see if parents are interested in your friend's daycare services.
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  • Profile picture of the author LeighF
    I own a family (inhome) daycare. My number 1 source of referrals is from google searches. If you search my town and daycare or child care in google, my website comes up in 4 places on page 1. Do they have a website? 2. is their business listed in google places? I don't have my exact address, just my cross streets. They can list their business and website in Bing, yahoo local and about 50 different different free internet yellowpages and daycare/childcare directories. They can list in Care.com for free (or it used to be anyway). 3. post in facebook they have openings and ask friends to share. 4. Get flyers, business cards, postcards made (vistaprint is free/cheap) and post everywhere. 5. Make sure their website and printed materials have benefits of their daycare or catchy tagline, or highlight their niche (my niche is part time care for toddlers/preschoolers).
    These are things I do and they work for me even though I am only open limited hours.
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  • Profile picture of the author gottalovegoogle
    by 40-50 signs from printrunner or another good printing company, flyer to death, newspaper sites work too, but most importantly, go big! it will work trust me, get a car advertisement too.
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  • Profile picture of the author Flooder
    Make some posters and hang it at the local grocery store, every mother goes to the grocery store and they would prob sell you ad space there cheap. I hung a landscaping sign at a grocery store once and they charged me 20$ to hang it up for 3 months.
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  • Profile picture of the author SiteSmarty
    - Go to unbounce.com and setup a sqeeze page
    - Go to your printer and get post cards made saying

    Line #1: Day Care Rebate (large black font, top center of card)
    Line #2: Grab our 50% off rebate buy visiting our website
    Line #3: YourDayCare.com
    =============Signature block on care to the bottom left
    Line #4: Signature of Day Care owner
    Line #5: Street address of Day Care
    Line #6: Phone number of Day Care
    Line #7: Email address of Day Care

    - Go to the post office and use the USPS - Every Door Direct Mail

    Note: If you have more than one zip code in your community segment by zip code. If you're shy on funds, just deliver what you can.

    The idea is to get prospective Day Care clients to enter their email address into your funnel via sqeeze page. Then you use autoresponders to build trust with the prospects.

    You better have plans to expand the day care because it will be full within a few weeks.

    Here's the key: You control the list.

    The Rebate: Somewhere in your autoresponders remind the prospects of the rebate when they signup their brats for Day Care.

    Good luck.
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