Marketing

Good news travels fast, but when you first start up or during certain times of the year, you may find that your center is under-enrolled. Filling one or two empty slots can be as simple as asking parents to spread the word. If you have many empty slots, however, or if your center is new in the community, you may need a marketing campaign to attract new families.

Your Program's Website -- Your center's website will broaden your relationships with enrolled families by providing calendars and center news 24 hours a day. Your center's website enables you to promote your center to new parents by publicizing hours of care, ages you serve, programming, child-to-staff ratios, staff biographies, and more.

Word of Mouth -- If you have openings comlng up in your program, tell the parents in your center and host an open house for prospective parents. Use your own professional networks and contact other centers to spread the word.

Print Advertising and Publicity -- Local newspapers often offer reasonable ads at low cost, particularly for nonprofit organizations. You may wish to advertise "Quality Child Care for [ages]" in the classifieds of your town's newspapers, in the local yellow opages and in local newsletters. Make your ad stand out, and give concise, specific information about your program. Flyers or brochures can be made inexpensively and posted where parents are most likely to see them (e.g., grocery stores, laundromats, children's bookstores, and toy stores). Other good places are colleges and universities, hospitals, and office buildings with public bulletin boards. Make your flyers simple and cheerful, with tear-offs at the bottom with your center's name and telephone number.

Radio is often above the budget of child care centers; however, you may be able to sponsor a public or college radio program and get on air mention at relatively low cost. Some radio stations may offer "public service announcements" at no cost for nonprofits. If you have a lavish budget and many openings, radio ads during morning and evening commute times can reach working parents.