TIPS - Table of Contents

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DEFINITIONS
MARKETING
The sum total of efforts to attract customers and the long range plane to keep them
EXTERNAL MARKETING
Signs, media ads, news releases, posters, brochures and other printed materials
INTERNAL MARKETING
Cultivating word-of-mouth recommendations
Retaining current customers by satisfying their needs
CUSTOMERS
People who purchase goods or services

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No marketing plan fits all child care programs. Each program will need to develop its own mix of marketing techniques. The average consumer needs to see or hear about a product or service three times before they respond to it, so is a good idea to use a variety of external marketing techniques to assure the community’s attention.

First Impressions are very important. The first sixty seconds of contact may win you a new customer, or drive one away. Over 90% of parents rely on recommendations from relatives, friends, and co-workers, so pleasing your current families is essential to long-term stability. A happy customer will tell three or four others; a dissatisfied customer will tell ten.

The following lists will help you consider the elements to include in developing your program’s marketing plan.

MARKETING:
          Initial Phone Contact

• Have phone located in an area with a minimum of noise
• Answer promptly, three rings or less
• Use an answering machine with a friendly message
• Check for messages regularly
• Return calls promptly
• Maintain a phone log of inquirers
• Follow up inquiries
  

Initial Visit

• The visit begins outside; pay attention to the building’s exterior and the entry way.
• Are outdoor play areas clean and appropriately staffed?
• Locate office where you can see visitors entering.
• What do parents hear when they enter?
• What do parents smell?
• What do parents see?

Greeting Parents and Children

• Greeting begins with your appearance
• Welcome the child by bending down to eye level.
• Use visitors’ names several times during the conversation
• Listen to visitors’ questions
• On a tour, describe typical activities and point out signs of quality:
• High level of staff training
• Accreditation Certificate
• Absence of serious non-compliance notice beside license
• Sell your program:
• A photo album of past events
• Collection of past newsletters
• Letters of testimonial from other parents
• Get information from the visitors.
• Name
• Address
• Phone number
• Child’s birth date
• Schedule needed
• Follow up with a thank you note immediately, and a phone call later.

EXTERNAL MARKETING

Advertising will be a significant part of your marketing plan and budget. Advertising costs can range from free to very expensive.

Child Care Resource and Referral (CCR&R’S)  www.wisconsinccrr.org

• Serve all areas of the state: maintains databases on all regulated child care in their region.
• At no cost to child care providers, parents contacting CCR&R’s receive a list of all regulated child care programs which meet their needs.

Printed Materials

• Business cards
• Outdoor sign
• Newspaper advertising
• Imprinted, tee shirts, caps, totes, etc.
• Brochures
• Posters/flyers

News Media

• Radio
• Television
• News releases
• Hiring of a new director or teacher
• Staff attendance at a national seminar
• Announcement of a new site or service
• Special activities, unusual field trip
• Free health screening offered at center

Special Events

• Participate in local parades
• Maintain a booth at a community fair
• Volunteer for a local fund-raising marathon

Other Marketing Ideas

• Invite elected officials to visit
• Invite news media
• Public speaking
• Civic
• Church groups
• High school classes
• Display children’s art in the community
• Offer your space for classes such as Lamaze, LaLeche, or parenting classes
• Partner with technical schools and other training programs

INTERNAL MARKETING

Word-of-mouth recommendation is a powerful vehicle for attracting new clients.

Stimulating Word-of-Mouth Recommendations

• Welcome parents at all times
• Value parents opinions.
• Invite feedback
• Respond positively to suggestions
• Reward parents who recruit new families
• Include parents in activities and field trips
• Invite parents to lunch
• Display photos of children at play.
• Have evening family events
• Involve staff by helping them:

• Value parents as customers
• Understand the importance of parent partnerships

• Hold parent conferences regularly
• Be sensitive to diverse family structures
• Develop an "alumni" mailing list
• Send an annual newsletter
• Invite to special celebrations

FINAL WORDS ON MARKETING

A successful business has a marketing plan

What can be done now?
What can be done in the next six months?
Plan for next year, for five years from now, and beyond
Keep attuned to trends and future projections

• CCR&R surveys of supply vs. demand
• Census bureau data
• School district projections based on birth rates and demographics

Plan pro-actively rather than reactively for the years ahead.

WCCIP • 2109 S. Stoughton Road, Madison WI 53716 • Ph 800.366.3556 • Fx 608.224.6178
These tip sheets developed by WCCIP, March 1998 with funding from the WI Dept. of WFD, Office of Child Care, and DHFS