Getting Started - How to Promote Your Business
If you offer a safe, caring, and high-quality program, the word will get out to parents, and your business is likely to succeed. As providers increasingly face competition from other child care programs, however, those who know how to market their program will have an advantage.
Marketing is much more than advertising, business flyers, and business cards. A good marketing strategy continually promotes your program to parents who might use your services.
Start by making a list of the benefits of your program. Benefits are the things about your program that make a difference to the parent or the child, such as child-centered curriculum with planned learning activities; an enclosed yard for safe, fun outdoor activities; individual care and attention to help children learn quickly; an energetic provider who supports families; accreditation by the National Association for Family Child Care; or a Child Development Associate (CDA) credential.
If you have already begun providing child care services, ask your regulator what she feels is unique about your program. Ask the parents and children in your care what they like best. Add these to your own list, pick three or four to memorize, and then find ways to get the word out. Don't forget that a client's impression of your home will be some of your best advertising, especially for new or prospective clients.
- Create a positive, professional impression when you record a message on your telephone answering machine. Identify yourself and your business. Indicate that you can answer the phone because you are with the children.
- When a parent calls, try to identify her specific needs to help in your screening process. Describe the benefits of your program. Set up a time for the parent to come for an interview.
- Keep the outside of your home clean and uncluttered. Mow the lawn, clean the front windows often, and plant flowers.
- Create a welcome feeling in the foyer or entry by putting children's items on a child's level. Eliminate bad odors. Post photos of children (with parent permission), credentials, and an activity schedule on a bulletin board.
- When interviewing a prospective client, offer written materials describing the benefits of your program. Give the parent a tour of your home. Point out things that make it a safe, fun, and creative place for children to learn. Introduce your own family members.
- Use photo albums and scrapbooks to illustrate the benefits of your program.
- Tell parents on a regular basis what their children are learning.
- On the first day of care, give parents and children a welcome note, perhaps with a photo. Have the child bring a favorite toy or nap blanket.
- Offer a finder's fee (free day of care, free night out, or money) if a parent refers a prospective client whom you end up enrolling.
- Keep track of the children after they leave your care by sending them birthday and holiday cards. Post any letters or photos you receive (with permission) on your bulletin board or in your scrapbook.
- Create a business name (Country Munchkins, The Small School) and register it with your Secretary of State's office. This prevents other programs from using the same name.
- Make a coupon that offers a beginning discount on your services. Hand them out like business cards. Everyone loves a sale.
- Distribute flyers about your business in the community grocery stores, Laundromats, elementary school, hospitals, real estate agencies, and so on.
- Use other organizations to help you promote your business. Talk every so often with your regulator and your child care resource and referral agency about how to attract new parents. Attend local family child care association meetings. Get advice and encouragement from other providers.
Don't try to run the cheapest program around. Someone will always charge less than you. Instead, stress the benefits and the value of your program. When competing against child care centers, focus on your advantages. When competing against unregulated caregivers, emphasize the health and safety aspects of your program. These may include individual attention that helps children learn faster, home environment, availability for all ages of children, or flex hours.
For more ideas and strategies to promote your business, see the Family Child Care Marketing Guide, available from Redleaf Press (www.redleafpress.org or 1-800-423-8309).
