Childcare Marketing Strategies

Finding and retaining families for your childcare program requires more than great care—it demands strategic marketing. Effective childcare marketing strategies can help you maintain full enrollment, build community trust, and stand out in a competitive landscape.

This article covers proven approaches to attract families, from optimizing your digital presence to building authentic community connections.

Create a childcare marketing plan

Before starting on your marketing strategy, you need a marketing plan. Your strategy will describe how your childcare business will execute its goals and objectives. To start this process, you need to know what information to put in your marketing plan. The components to include when building your childcare marketing plan are:

• Market research
• Goals and objectives
• Unique selling proposition
• Target customers
• Competitor analysis
• Marketing tactics and strategies
• Key performance indicators

Market research

Market research is a combination of customer information and economic trends. This information will allow you to project the financial success of your childcare business. Consider looking into your customers’ demographics, needs, and buying decisions while focusing on what your industry competitors offer in the childcare business.

Some questions you might ask during this process include:

• What is the size of our target market?
• Who makes up our market and what are their challenges?

• What consumer trends are currently present in the childcare industry?

• Where do we get most of our customers from?

Market research can help you to understand your industry more clearly. Research is also helpful to learn more about your current and potential customers—their wants, challenges, and pain points.

Once you’re equipped with this information, you can begin strategizing how your business will be the solution. For instance, if you discover that families in your area prioritize flexible drop-off times, you can highlight this feature in your marketing materials.

Goals and objectives

Your childcare business goals and objectives work together, and you’ll want to consider both when planning. Business goals are what your business plans to achieve; objectives are measurable results of your goals. When working on this part of your childcare marketing plan, ensure that your goals are SMART—specific, measurable, achievable, relevant, and time-based.

An example of a SMART goal for a childcare program could be to increase enrollment by 15% (from 60 to 69 children) within 6 months through targeted Facebook advertising and community partnerships.

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Unique selling proposition

What makes your childcare business unique? Your unique selling proposition (USP) is the one thing that makes your business stand out from your competition.

There are likely other childcare businesses in your area—what makes yours different? What makes it better, and why should families choose you? For example, your program could offer bilingual immersion programming or your 1:4 teacher-to-child ratios could exceed state requirements.

Once you have your USP, it can help guide your business strategy in areas like preschool promotion ideas or daycare advertising.  If your USP is clear, you can create your marketing style in a way that clearly demonstrates it.

Target customers

Who is your ideal customer? Take some time to think about it. Once you can identify your target customer, your marketing strategies and plans can speak directly to your target customers. The first step to strategizing how to attract families to your childcare program effectively is knowing exactly who they are.

Develop a profile of your target customers, and keep it current and updated with local trends. These are the people you want to attract to your childcare program. Outline their demographics including age, gender, education level, occupation, and family dynamic. Once you know who you’re talking to, you can strategize how to talk to them.

Competitor analysis

Next, work on identifying your competition. While some businesses have to worry about competing on a national or global scale, your childcare program may be operating against local competition.

Taking some time to research these businesses and evaluate them using a SWOT (strengths, weaknesses, opportunities, and threats) analysis can help you to find gaps in your own offerings. The SWOT analysis technique allows you to determine the performance and potential of a business. While this is a helpful tool in analyzing your competitors, it’s useful in evaluating your business as well. Is there anything your competitors are offering that you could add to your program as well?

Additionally, some questions you might ask when conducting competitor analysis for your childcare program include:

• Do our competitors offer more flexible hours for drop-off and pick-up?

• Are our teacher-to-child ratios on par with other programs?

• What services do our competitors offer that we don’t?

• What marketing channels do our competitors prioritize?

Taking a look at some competitor analysis strategies can help you understand the strengths and weaknesses of your competition and use that information to boost your marketing strategies.

Marketing tactics and strategies

A complete marketing plan can include the marketing tactics and strategies you plan to use now or would like to work toward implementing in the future. Some of the promotion ideas you might outline in your plan include: 

• Networking
• Direct marketing 
• Local advertising
• Business website or social media
• Public relations

When brainstorming your marketing tactics, remember to tie it back to your target customers and where and how they’re likely to consume the information about your childcare program.

Key performance indicators

To determine whether your business is successful, it’s helpful to identify markers that indicate success. Key performance indicators (KPIs) are a large part of any marketing plan. They’re measurable values that gauge your business performance and allow you to determine how successful it is, and to compare performance over time. KPIs can vary based on the industry, but there are common KPIs every business can use to begin.

Try applying the following KPIs to start the marketing plan for your childcare business:

• Gross profit margin: A percentage that represents revenue left over after subtracting the cost of a company’s labor and materials
• Customer acquisition cost: The amount of money a business uses to get new customers
• Customer satisfaction: A measurement that evaluates how satisfied a customer is with a company’s products, services, or experience
• Customer retention rate: A percentage that measures the number of customers a company keeps as existing customers over a given time
• Return on investment (ROI): An evaluation of how well an investment has performed

KPIs are an irreplaceable tool to manage your business and track your goals.

Once you’ve created a marketing plan for your childcare business, you can dive deeper into the childcare marketing strategies explained below.

Childcare marketing strategies

Childcare marketing strategies encompass a diverse range of approaches aimed at showcasing the unique value proposition of your program, fostering strong connections with families, and ultimately attracting new enrollments.

These strategies often include creating compelling and informative website content, leveraging social media platforms to engage with the community, implementing targeted advertising campaigns, nurturing positive word-of-mouth through testimonials and referrals, and establishing partnerships with local businesses or organizations.

Build your online presence

Your online presence is often the first interaction families have with your program. A strong digital footprint helps you connect with potential families, share your unique offerings, and build trust.

Create a professional website

A professional website serves as your program's digital storefront. It should be easy to navigate, visually appealing, and provide all essential information.

Action steps:

• Choose a reliable platform: Select a website builder (e.g., Squarespace, Wix) that is user-friendly and allows for professional design.
• Include key information: Ensure your site features contact details, program descriptions, pricing, enrollment processes, and your program's educational philosophy.
• Showcase your environment: Use high-quality photos and videos of your facilities, staff, and children engaged in activities.
• Provide testimonials: Share positive feedback from current families to build credibility.

Make a great first impression

Your website immediately conveys your program's values and quality. A positive initial experience encourages visitors to explore further.

Action steps:

• Ensure clear design: Use a clean layout, readable fonts, and a consistent color scheme.
• Prioritize user experience: Make sure the site loads quickly and is easy to navigate on all devices.
• Craft compelling content: Write clear, concise, and engaging descriptions of your programs and what makes your childcare business unique.
  

Optimize for search engines

Help families find your program when they search online. Search engine optimization (SEO) makes your website more visible in search results.

Action steps:

• Identify relevant keywords: Think about terms families would use to search for a program like yours (e.g., "preschool near me," "daycare downtown Seattle," "Montessori program").
• Integrate keywords naturally: Use these keywords in your website's page titles, headings, and content.
• Local SEO focus: Create a Google My Business profile and encourage families to leave reviews.
• Mobile-friendly design: Ensure your website is responsive and functions well on smartphones and tablets, as many searches occur on mobile devices.

Leverage social media

Connecting with families where they spend their time online is key. Social media offers a powerful way to share your program's story and build a vibrant community.

Choose your platforms wisely

Different platforms serve different purposes. Focus your efforts where your target families are most active and engaged. 

For example, Facebook is an excellent platform for sharing updates, engaging stories, and tips to build community. It is most effective for announcements, live videos, and parenting tips. Instagram is ideal for visual storytelling, offering opportunities to share photos, short videos, classroom activities, and teacher spotlights.

Pick your audience

Social media platforms can be great for childcare marketing, because they allow you to target a specific audience that may be interested in your services. For example, if you are willing to spend some money on social media marketing, Facebook ads are a great way to reach a highly targeted audience.

There are also ways to reach a targeted audience without spending money. On Facebook you can look up parent groups in your area. Search for “[your city / area] parents” and look for the Groups option. This will give you access to local parent groups, and a great insight into what matters to them.  

You may also consider directories such as Yelp, Google, and NextDoor, which are great places to have a listing for your childcare business. While they provide less information, they are easy to upkeep and maintain, and can yield great results by directing people to your business. 

Share content that connects

Share authentic content that highlights your program's unique environment and values.

• Behind-the-scenes: Showcase daily classroom activities, learning moments, and special projects.
• Teacher spotlights: Introduce your educators, highlighting their passion and expertise.
• Educational tips: Provide valuable advice for families on child development, learning activities, or parenting strategies.
• Milestone celebrations: Share positive student achievements (always with permission).

Prioritize photo permissions

Always obtain explicit photo and video permissions from parents or guardians before sharing images of children. Clearly communicate your social media policies during enrollment to ensure compliance and maintain trust.

Engage with your audience

Social media is a powerful way to engage directly with families. Encourage prospective families to message you or leave comments and questions on your pages, and respond promptly to build trust and extend your reach.

Consistent engagement also helps your content reach new audiences. Develop a content calendar to plan and schedule posts ahead of time, ensuring regular, varied updates. Choose a posting frequency you can maintain—consistency is more important than posting daily.

Build a reputation

Building a strong reputation is crucial, as people tend to trust recommendations from friends and family over any other form of advertising. Your program's reputation grows from positive experiences shared by current families.

How to encourage reviews

Actively seek feedback and reviews from satisfied parents. Encourage them to share their experiences on platforms like Google, Facebook, or local community forums. Provide direct links or QR codes in your communications to make the process easy. Consider a small thank-you for their time, reinforcing their value to your community.

Responding to negative feedback

Negative feedback, while challenging, offers an opportunity to demonstrate your commitment to quality and improvement. Respond promptly, empathetically, and professionally. Acknowledge the concern, apologize for any shortcomings, and outline steps you will take to address the issue. Turning a negative experience into a positive resolution can strengthen trust and show prospective families your dedication to excellent service.

Network in your community

Your local community offers untapped potential for organic growth. Engage with local organizations to connect with families and demonstrate your program's value. Consider opportunities with:

• Local chambers of commerce
• Small business associations
• Family resource centers
• Pediatrician offices
• Children's museums
• Public libraries

Beyond in-person events, explore online professional communities where you can share insights and build connections. Your local Childcare Resource and Referral (CCR&R) agency has numerous resources to support childcare providers and families. Building community connections can grab the attention of prospective clients and differentiate your program from others in your area.

Additional creative marketing ideas

Thinking outside the box and teaming up with your staff or families on marketing plans can yield unique, fun ideas that can draw in new families to your business. Here are some examples of childcare marketing ideas to get you started!

Host events

Consider hosting after-hours events at your facility to engage with families and the community. These gatherings can enhance your program’s visibility and provide valuable opportunities for connection. Ideas include:

• Open your space for local events, fundraisers, or community group meetings.
• Organize special events for enrolled families, such as picnics, game nights, or holiday-themed celebrations.
• Offer occasional evening child care, giving families a chance to enjoy a night out or a quiet evening at home.
• Host open houses to welcome prospective families.
• Provide tours and let families experience your environment firsthand, which can help with enrollment decisions.

By regularly planning and promoting these events, you’ll create lasting connections, strengthen your program’s reputation, and introduce more families to your facility’s unique offerings.

Sponsor local community events

Collaborating with local organizations is a valuable way to boost your childcare program's reputation and build name recognition. Partnering with schools or educational institutions on joint events can position your program as a trusted community resource.

Sponsoring family-friendly activities, such as festivals or local sports teams, helps increase visibility and highlights your commitment to the community. Volunteering as a group with your staff and families at local charities or organizations not only offers in-person connections but also demonstrates your dedication to supporting your neighborhood.

Send newsletters

Regularly sharing newsletters and highlighting them on your website is an effective way to deepen engagement with families and your wider community. Unlike the fast pace of social media, newsletters can be sent less frequently, making them feel more personal and intentional since they go directly to each recipient.

Embrace technology solutions

Modern families expect digital convenience. Leveraging technology solutions can significantly enhance your program's efficiency and appeal, ultimately driving enrollment. Technology can streamline administrative tasks, improve communication, and provide valuable insights into your operations and marketing efforts.

Consider tools that offer:

• Simplified enrollment: Digital forms and online portals make the registration process easy for families.
• Seamless communication: Centralized platforms for updates, messages, and document sharing keep parents informed and engaged.
• Operational efficiency: Automate billing, scheduling, and record keeping to free up staff time for direct family interaction.

While many platforms exist, solutions like brightwheel can address these pain points. Brightwheel is the easy-to-use childcare management software that automates your billing, improves communication with families, and grows your enrollment.

Avoid these common childcare marketing mistakes

A strong marketing strategy can fill your enrollment pipeline, but a few common missteps can hinder your progress. Steer clear of these mistakes to ensure your efforts are effective.

• Inconsistent posting: Maintain a regular posting schedule on your social media channels and blog. Consistent updates keep your program top-of-mind for families and show your program is active and engaged.
• Ignoring reviews: Address all feedback, both positive and negative, in a timely and professional manner. Responding to negative reviews shows you value family feedback and are committed to improvement.
• Neglecting mobile optimization: Most parents will view your website on their phones. Ensure your site is mobile-friendly for a seamless and accessible user experience.
• Failing to track results: Use analytics to monitor your marketing performance. Tracking metrics like website traffic and social media engagement will help you understand what’s working and where to adjust your strategy.
• Using generic stock photos: Showcase what makes your program unique. Use high-quality, authentic photos of your classrooms, staff, and activities to build trust and connect with families on a personal level.

Final thoughts

Effective childcare marketing strategies combine careful planning with consistent execution. Start by creating a comprehensive marketing plan that defines your goals, identifies your ideal families, and maps out actionable tactics. Build your online presence through an optimized website and active social media channels. Strengthen your reputation through family testimonials and community engagement. Most importantly, leverage technology to streamline your operations and showcase your program's value.

By prioritizing these strategies, you can effectively grow your childcare business while building lasting relationships with families and your community.