In order for your child care advertising to be successful, you need to keep some basic marketing principles in mind.
The problem is that many child care center owners and directors – and maybe you’re one of them – have no formal marketing training, other than watching Mad Men.
But fear not – if you remember and implement the 7 simple guidelines below, your efforts at getting the word out will become much more compelling and effective (especially since your competitors probably haven’t been looped in on these secrets):
1. Focus on specifics. Detail is always better than generalities:
- “We have three teachers who have been with us for over 15 years” is better than “caring staff.”
- “Fully organic, locally sourced lunches and snacks” is better than “healthy food.”
- “Our property borders a forest preserve and we take the children there daily” is better than “outside play.”
2. Don’t be boring. The worst sin an ad can commit is being forgettable. Don’t be afraid to push the envelope and be memorable, silly, or even provocative.
3. Include social proof. This means testimonials from happy parents – the more, the better. Include full names and a photo or video whenever possible.
4. Reinforce your USP. “USP” stands for “unique selling proposition,” and all that means is figuring out (and conveying) why you’re different than all the other programs in your area. Just look for 3-4 ways to fill in the following blanks:
- “We’re the only center in the area that _______________, and that’s a great thing for your kids because ____________.”
5. Think like a parent. “Now enrolling!” doesn’t mean a lot to parents. “New, extended hours to accommodate second shift workers!” does.
6. Offer a reason to act right away. People hate to miss out – on anything, really – so offer parents a reason to act now. “Enroll for the fall by the end of the week and receive $50 off your first week’s tuition!”
7. Provide a full satisfaction guarantee. “If, after your child’s first month at ABC Learning Center, you’re not completely delighted, let us know and we’ll refund every penny of tuition you’ve paid.”
The odds are good that you will never have even a single request for a refund, but your willingness to put yourself on the line with this offer is extremely reassuring to prospective parents.