Marketing
Freebie Ways to Advertise
and bring in Day Care Business
Create some nice flyers, full size sheet, with phone number tear off at the bottom that you can hang up in local Laundry Mats, church bulletin boards, community b bulletin boards, etc. Check on your flyers at their locations frequently, and replace when necessary Make this on your computer, so when you Xerox, you are getting 3 copies for the price of one.
It should be simple, large print to draw attention
list, Name of day care, picture of logo to dress it up. Days open, Hours Open,
Ages you take, Meals included or food program. If you take subsidy programs, list that, List on there your program if you have one, if not list, a Warm and friendly environment with in home structure and love. If you have done any extra classes, while becoming licensed, CPR, First Aide, Any workshops on kids, or any Early Childhood Education units, list this too.
Put your first name, Large bold print, and phone number large bold print, then on the tear off Put Lic. Child care, and phone number so people remember what that number is for.
Remember on any flyer you do never put your full address down. Always just your nearest busiest Streets so people have a general idea of your location. This is for your safety.
DOOR TO DOOR FLYERS:
Get a couple of teenagers to help you out. Place flyers on the doors of the homes in local neighborhoods that would be convenient to your location. Avoid your immediate neighbors. Offer a discount for the first month and put a coupon on the flyers, They must present the coupon to get the discount. If you have a registration fee, you can always waive that for an end of the year special. :0) STORES AND LAUNDRY MATS:Some stores still have a community board for advertising. Most require small ad's such as business card or 3X5 card size. Find out what stores or other businesses in your community might possibly have these public boards. Some suggestions to check: Banks, grocery stores, library, Boarders books -and other book stores- coffee shops, jamba juice and other places of this nature. (It varies from town to town but these places have been known to allow community boards)Laundry Mats: If you have a public laundry mat near your house place your ad there. This is a good place to have the tear off tabs with your name and phone number on themCAUTION: On any public board never place your address. General location such as nearest major cross streets is plenty.
CAR FLYER:
you can make 3 Columbus on one page, and have 3 flyers for the price of one when you Xerox. It will be shorter and simpler, but get basic information on flyer.
Licensed Family Child Care
Locations: (list only your nearest cross streets no address)
Ages, Days open, Hours Open.
OPENINGS NOW AVAILABLE, please call
put in large print, name and phone number.
Place these flyers on the windshields of cars, go to locations that attract families, and always look for the car seats in cars.
McDonalds, Parks, Indoor Play grounds, Schools nearest you,
Children's clothing stores, Children Toy Stores, (toys r us, etc.)
K-mart, Malls, but be more selective here look for car seats, and or toys in cars as you walk up. BROCHURES:Take brochures or flyers to the employment offices, libraries, schools, personnel offices of businesses and industries and to government agencies, hospitals, union headquarters or shops, women's groups, colleges and universities, church groups and the PTA.
Web Site:
build a web site. There are a lot of servers out there that will allow you to build a web site free. Take the opportunity to build a simple page that will promote
-your business and location
-ages
-hours of service
-program details such as preschool, B/A school care, infant, special needs, etc
-pictures of kids in action (get photo releases from parents)
Make the site warm and friendly. Check out this site to give you some ideas of what web sites look like for providers.
http://childcare.gotop100.com/
Places to build a free web site:
http://www.tripod.lycos.com/
http://www.bravenet.com/http://www.zoomshare.com/http://www.webs.com/
http://www.thefreecountry.com/webhosting/freewithsitebuilders.shtml
http://www.createafreewebsite.net/
After you build your site and publish it, promote it on your brochures, business cards,
flyers. Find all the free search engines and add your web site. The more your web site is out there the more people will
contact you. You can post it on the online sites to promote your child care, even craigslist. Parents like to see
as much as they can before they call you. The Internet is the number 1 search method for child care.
CAR SUN VISOR:
Get a cheap sun visor that goes across the whole front window of your car or van. The best kind would be the ones with no other advertisements on them at all.
The back side would be white cardboard.
Neatly use that back side as a whole advertising piece. Print neatly. Preferable to use stencils. The name of your child care, ages, phone number, city.
If you can paint a cute pictures on there and decorate the visor to be more attractive do that. And every time you pack the car put that sun visor in your front dash window. Everyone will see that when they walk by. If you have a web site put that web address on there too.
Community Booths Parks and Festivities
Whenever there is an event going on in your community you will notice that vendors have booths set up. It could be an organization of any type. Phone your local parks and recreation and find out when the event dates are: Ask about vendor booths, and the price. Find out if you would qualify to have a booth set up. Share the booth with other providers. Most booth are tent like, with canvas sides, and are 3 sided. You can each take a wall of the booth and display your day care pictures, letters from parents, projects. Make it inviting and informative for parents to view. Set up a table in front of the booth for handouts, flyers, brochures,
suckers with your business card attached and etc. Some activities require that you have an activity going on. If this is the case then make it a simple activity. Such as bringing a big plastic container along or water table, and fill it up with bubbles and bubble wands and let the kids do bubbles. Kids love doing that and it's not expensive to do.
You can also distribute a color page. Pick a cute picture and at the top in large letters put your day care name, and at the bottom your phone number and web site.
Anything you hand out should have all that information on it.
Sharing the booth brings the cost down.
Community Flea markets:
Some schools, parks, and parking lots have monthly flea markets during the spring and summer. Again like the Festivals, you can set up your own booth. Just simply pay for a space for the day usually under $20 for the day, and set up a table and displays. If you have a canopy of your own to bring along this would be a wise idea to keep the sun off you. Do the same as you would in a community festival and have handouts and etc. Do this locally. Another way to exposure your business.
YARD SALE:
Do you plan to have a yard sale anytime soon? If so be sure to set up a display about your child care and a big sign about your child and that you have openings. Another opportunity to exposure your business to your neighborhood. Be prepared to show off your day care while they are there and have handouts ready as well. Place a sign near the entrance of your street on yard sale days about your child care as well.
CAR WINDOW SIGNS:
Make up flyers in large bold print and tape these flyers to the inside of your car windows. (do not obstruct your view) use the side back windows, and if you have a van even one on the rear window. People will see these signs while you are driving around or anyplace you are parked.
Magnetic signs for your vehicle:
Although this is an expense here are some web sites where you can get signs at a great discount
http://www.signcompany.com/vehicle.htm
http://www.magneticsignsontime.com/
http://www.alphainstantsigns.com/magnetic.htm http://www.vistaprint.com/
I have these signs and I am very pleased with the signs and the price. Great way to advertise.
Ask me for a more detailed list of car magnetic's and other promotional things to use.
(pencils, pens, frig magnetics, key rings and etc)
BOOKS:
Get some Children's books and glue in a business card inside the cover, or a small flyer that will fit inside the cover telling about your Child Care. Donate to Doctors offices, Dentist Offices, Hair Salons, and other places where a parent might pick up the book and read to their child. (Always get permission to leave the books)
STREET SIGNS:
(only if your town doesn't have an ordinance against them)
Materials needed. Large pieces of cardboard, cut up old boxes,
glue, hammer, nails, roofing nails work best, they are short and fat.
And Xerox copies of the sign.
On plain paper, about 3 sheets, write out
LIC.
CHILD CARE
PHONE NUMBER
WRITE this in very large thick bold print. If you can do it on the computer, fine, be sure it is thick, very black, and at least 3 to 4 inch high letters.
Xerox the sheets, 20-40 times,
trim and glue down on to cardboard. (do not use poster board, it is thin and starts to droop, cardboard will last longer in the elements)
use Elmer's glue to glue down your signs, and be sure to use plenty and get all the corners glued down,
These signs will last a while even in rain.
Placement:
nail to wooden telephone poles. Place high, might need a step stool.
use 3 nails, top, middle, bottom, to insure the sign will stay up longer.
The sign should face traffic, and you should place them on busy streets, about a mile radius around your area. Place on both sides of street so people see them coming and going, place near intersections where they can see them and read them while sitting at signals, place near schools, parks, etc.,
check on your signs, and replace as needed.
I hung up 40 the first time, sometimes more than 4 on one street if it's a busy long street.
I check on them and replace them, I got most my calls from these signs. Remember most areas don't allow this so be very careful where you post.
Call referral agencies and other providers:
Get on the referral list for every agency in town. Call Licensing and ask them who the agencies are.
Be prepared to send in a copy of your license to each of these agencies.
Call local providers, you can find them also in the newspapers and call them. Introduce yourself, and see how their ads are working, and what areas they are in. Call in the evening, when you know they don't have Day Care. Let them know you are new. And that if they are full up if they would take your phone number and direct some calls your way. Ask for some helpful tips.
Find out of there is a provider support group in your area, and attend a meeting, and exchange phone numbers. And always take their numbers too and do the same thing with them, send calls their way. Share the resources, ask them other resources as well. (you might run into a couple of providers that don't wish to talk, share, or anything, just keep on going don't give up)
YARD SIGN: (some cities have very tough ordnances against this so check it out in your area first and even check with your home owners associations before doing this. Place a nice yard sign in your front yard. This should be of wood or heavy plastic so it last in the rain. Use Latex paint. Make it cute.
Don't put your phone number on the yard sign, just the name of your day care,
Licensed,
hours, and ages.
They can come to your door, (always keep the screen locked) and inquire about the day care.
Have some flyers or brochures ready to hand out about your day care.
These can be a little fancier, with more information and cute little pictures on them.
If they are interested ask for the phone number, and set up an appointment, try not to do a drop in appointment unless you really feel comfortable with the person you are talking to. A mom with a kid in tow. But do not do a drop in appointment if a man comes to the door, or a woman that you feel uncomfortable with and you are there alone. Always take precautions,
and simply tell them, your first interview you do after day care hours, (when your husband is home) and then they can come back for a second visit when the kids are there. If you have a ordinance against signs in your yard then place it on Garage door. Remember you can always take it down when your spots are full. Can also make a large window sign that is visible to the street as well.
REALTORS:
Give some business cards to local Realtors that they can pass out to clients moving into the area and looking for possible Day Cares, ask Realtors to put your card, or flyer in their business packets that they give new clients.
If there are open houses going on in your area stop and ask the Realtor to place your flyers or cards on the table with his brochures and etc. A selling point to parents is affordable day care near by.
APARTMENTS, AND OFFICES:
visit local apartments and talk to the managers and see if you can put a stack of flyers, maybe half sheets, on their front desk for their tenants to find, and or new tenants coming in.
Also check with Doctors, Dentist and medical offices, Especially Children's Doctors, and Dentist, and see if you can leave some flyers there.
BUSINESS CARDS:
you can even make these up on the computer if you have a good program. Print Master Gold series, Print Shop, and etc. Use Business Card stock that you can find at any stationary, or computer store. Print up cards to always carry with you. You never know when you might run into people and get to talking and they ask for a
business card.
go to
http://www.vistaprint.com/
and order 250 cards for FREE. only cost is shipping and handling.
T-SHIRTS:
Get some T shirts for yourself and the DC, even your own kids. You can buy transfer paper at the computer stores, and make up your own designs and do your own T-shirts. Put in large print on the backs of the shirts, The name of your day care, (phone number optional) You need a program on your PC that will reverse the lettering before you print it on the transfer paper.
Iron them on, and whenever you take the DC out to the park or something have them wear their Day Care shirts. (keep them at the house) It makes it easier for you to see the kids while out, and you are advertising as well. You will get people coming up to you and asking about your day care. :0)you can find T shirts sometimes at the Dollar store for a Dollar each.
Extra Ideas:
for next year call your local yellow pages in advance. You can put your phone line and list it as a business line and get to advertise in the yellow pages free. So check it out. Or just advertise in the yellow pages. The cost varies on the size ad you place. From a little one line add to a boxed ad and then the sizes of the box ads. Some yellow pages have specials for first time advertisers. Ask and see if yours does.
Also when doing any of the above, always carry extra's with you at all times ready to do. So if you come across a new place you have a flyer, or business card or something to hang out.
HALLOWEEN:
A perfect night to advertise. Include your business card into trick or treat bags. You can attach them to the candy you give out or simply drop them in the bags. Think about the number of kids that come to your door. I myself also put a sign on my front door (decorated to match the occasion) that this is a day care, and have mini flyers attached for parents to take when they walk up. Always use every opportunity to advertise.
LOCAL COMPANIES:
Find the large companies nearest you. Especially High Tech computer / software companies where they staff a large department of employees. Write a letter to Human Resources or Personnel there.
Write a professional letter, and state that you are a licensed child care offering quality child care services in this area. That you have some openings and would like to offer your services to the employees of their company. Ask if you can do the following:
1. Post a flyer in their employee lounge, or employee news letter
2. Come to their company and use a meeting room where the employees can come and meet you and talk to you about child care Have a stand up display made showing pictures of the kids at various activities. Also list what you have to offer these possible prospects. Have hand outs ready to give them such as: business cards, brochures, and other handouts on nutrition, health in the day care and useful information for parents. Parents like getting this stuff and it makes you look good.
Have a sign in sheet for them to sign when they come in.
Have on there. Name, home phone, email, ages of children and if they would like to visit your day care
Talk freely, answer questions. Leave materials behind for anyone that might have missed the meeting, and ask those who came to pass the word along. CHAMBER OF COMMERCECall your local chamber of commerce and see if they have a community business directory booklet. Most Chambers publish an annual business directory to give to new residents. There is a printing cost and annual fee to keep your business listed. This is a great way to stay in the public eye. BETTER BUSINESS BUREAU:YOU CAN LIST YOURSELF WITH YOUR LOCAL BBC. They have a printing fee and annual members fee to stay in their directory. You will receive a plaque and membership to the BBC that you can display in your child care as well. You can put in your advertisement you are a member of the BBC. SCHOOLS AND CENTERS:Although a lot of public schools do not have a child care list anymore it is still worth a phone call to see if your local school has a list of providers and if they do see how you can be placed on that list. A lot of school campuses have CDI's or other B/A school programs, contact them (director) and see if she has a list of local providers. These on campus programs do have a capacity limit and waiting list and might be nice enough to refer you to parents who need care now. It's always worth a phone call.
OPEN HOUSE:
Host an open house. Pick a Saturday to do this. Just for about 3 hours. A couple of days in advance hang out street signs (remove them later) that are printed up much like Yard sale signs. Use neat very bold large print and place on sturdy cardboard. Place on busy streets near your home marking the way with arrows like you would for a yard sale. Plus a big sign with some ribbons and balloons on your front lawn. Get on your local Craigslist.com and advertise there way in advance. Get RSVP's and then keep the emails so you can remind them of the open house. HAVE SOMEONE THERE WITH YOU WHEN YOU DO AN OPEN HOUSE.
Be prepared to have handouts. Or create a packet with useful information including Business cards, brochures, other useful information.
Have a presentation board set up to show the kids in action. If you have made a video on your child care that is only maybe 5-8 minutes long play it for the visitors to see. Have a couple of your current day care parents there to also be a reference for you. Do not do this alone.
Give tours of your day care on a Saturday. Not during business houses because it's to hectic during normal hours. Plus you are bringing strangers around the children. Also when you do this, do not have your own children there at that time Send them off to grandmas or a friends. Less distractions, and this gives you the opportunity to talk to these people without the children interrupting. This also means any DC parents coming to leave their children behind as well. It also works out better not to have any children present. This is like a back to school night. Where parents come see, look around, and talk. With children under foot there are to many distractions. You can always set up a play date during business hours where they can bring their child and let their child interact with the other children.
Have letters from your DC parents that could not come to show. Make copies and place in the packet.
Study written advertisements in the newspapers and magazines; ask yourself which ads appeal to you and why. Try to develop ads similar to those you like. If you know someone in advertising or public relations, ask them to help you design your brochures, flyers, posters or ads; otherwise you will have to pay for the service if you solicit professional help.
and bring in Day Care Business
by Pat Alexander
Provider since 1970
It is important to advertise your business year around. It keeps your name out there. And you never know when you will have a spot to fill. If you hang flyers on cars or homes then it's something you should do often.
When you have openings do it weekly until the spots are filled. Target a different area each week. If you anticipate a opening start hanging the flyers early so you can start getting those calls. Remember when you run a business advertising is a key element of getting customers, and you have to be tenacious in your advertising for your business. Good luck
Note: Most states require that you place your license facility number on any and all forms of advertising. Be sure to follow the laws of your State closely when advertising your child care. Remember: Your very first interview, and your first impression is done on the phone. Always answer professionally. Take time to talk to the parent. If you do not have time, be courteous and ask for a phone number so you can call them that evening. Then return the call as promised. Do not rely on the phone answering machine for your calls. Most parents will not leave a message but move on down their call list to the next provider. Answering your phone is an essential part of your business. (avoid answering the phone if the kids are screaming or crying in the background) Visit our web site. There are articles worth reading, and a phone interview script to use:http://www.solutionsnetwork.webs.com/ FLYERS:Create some nice flyers, full size sheet, with phone number tear off at the bottom that you can hang up in local Laundry Mats, church bulletin boards, community b bulletin boards, etc. Check on your flyers at their locations frequently, and replace when necessary Make this on your computer, so when you Xerox, you are getting 3 copies for the price of one.
It should be simple, large print to draw attention
list, Name of day care, picture of logo to dress it up. Days open, Hours Open,
Ages you take, Meals included or food program. If you take subsidy programs, list that, List on there your program if you have one, if not list, a Warm and friendly environment with in home structure and love. If you have done any extra classes, while becoming licensed, CPR, First Aide, Any workshops on kids, or any Early Childhood Education units, list this too.
Put your first name, Large bold print, and phone number large bold print, then on the tear off Put Lic. Child care, and phone number so people remember what that number is for.
Remember on any flyer you do never put your full address down. Always just your nearest busiest Streets so people have a general idea of your location. This is for your safety.
DOOR TO DOOR FLYERS:
Get a couple of teenagers to help you out. Place flyers on the doors of the homes in local neighborhoods that would be convenient to your location. Avoid your immediate neighbors. Offer a discount for the first month and put a coupon on the flyers, They must present the coupon to get the discount. If you have a registration fee, you can always waive that for an end of the year special. :0) STORES AND LAUNDRY MATS:Some stores still have a community board for advertising. Most require small ad's such as business card or 3X5 card size. Find out what stores or other businesses in your community might possibly have these public boards. Some suggestions to check: Banks, grocery stores, library, Boarders books -and other book stores- coffee shops, jamba juice and other places of this nature. (It varies from town to town but these places have been known to allow community boards)Laundry Mats: If you have a public laundry mat near your house place your ad there. This is a good place to have the tear off tabs with your name and phone number on themCAUTION: On any public board never place your address. General location such as nearest major cross streets is plenty.
CAR FLYER:
you can make 3 Columbus on one page, and have 3 flyers for the price of one when you Xerox. It will be shorter and simpler, but get basic information on flyer.
Licensed Family Child Care
Locations: (list only your nearest cross streets no address)
Ages, Days open, Hours Open.
OPENINGS NOW AVAILABLE, please call
put in large print, name and phone number.
Place these flyers on the windshields of cars, go to locations that attract families, and always look for the car seats in cars.
McDonalds, Parks, Indoor Play grounds, Schools nearest you,
Children's clothing stores, Children Toy Stores, (toys r us, etc.)
K-mart, Malls, but be more selective here look for car seats, and or toys in cars as you walk up. BROCHURES:Take brochures or flyers to the employment offices, libraries, schools, personnel offices of businesses and industries and to government agencies, hospitals, union headquarters or shops, women's groups, colleges and universities, church groups and the PTA.
Web Site:
build a web site. There are a lot of servers out there that will allow you to build a web site free. Take the opportunity to build a simple page that will promote
-your business and location
-ages
-hours of service
-program details such as preschool, B/A school care, infant, special needs, etc
-pictures of kids in action (get photo releases from parents)
Make the site warm and friendly. Check out this site to give you some ideas of what web sites look like for providers.
http://childcare.gotop100.com/
Places to build a free web site:
http://www.tripod.lycos.com/
http://www.bravenet.com/http://www.zoomshare.com/http://www.webs.com/
http://www.thefreecountry.com/webhosting/freewithsitebuilders.shtml
http://www.createafreewebsite.net/
After you build your site and publish it, promote it on your brochures, business cards,
flyers. Find all the free search engines and add your web site. The more your web site is out there the more people will
contact you. You can post it on the online sites to promote your child care, even craigslist. Parents like to see
as much as they can before they call you. The Internet is the number 1 search method for child care.
CAR SUN VISOR:
Get a cheap sun visor that goes across the whole front window of your car or van. The best kind would be the ones with no other advertisements on them at all.
The back side would be white cardboard.
Neatly use that back side as a whole advertising piece. Print neatly. Preferable to use stencils. The name of your child care, ages, phone number, city.
If you can paint a cute pictures on there and decorate the visor to be more attractive do that. And every time you pack the car put that sun visor in your front dash window. Everyone will see that when they walk by. If you have a web site put that web address on there too.
Community Booths Parks and Festivities
Whenever there is an event going on in your community you will notice that vendors have booths set up. It could be an organization of any type. Phone your local parks and recreation and find out when the event dates are: Ask about vendor booths, and the price. Find out if you would qualify to have a booth set up. Share the booth with other providers. Most booth are tent like, with canvas sides, and are 3 sided. You can each take a wall of the booth and display your day care pictures, letters from parents, projects. Make it inviting and informative for parents to view. Set up a table in front of the booth for handouts, flyers, brochures,
suckers with your business card attached and etc. Some activities require that you have an activity going on. If this is the case then make it a simple activity. Such as bringing a big plastic container along or water table, and fill it up with bubbles and bubble wands and let the kids do bubbles. Kids love doing that and it's not expensive to do.
You can also distribute a color page. Pick a cute picture and at the top in large letters put your day care name, and at the bottom your phone number and web site.
Anything you hand out should have all that information on it.
Sharing the booth brings the cost down.
Community Flea markets:
Some schools, parks, and parking lots have monthly flea markets during the spring and summer. Again like the Festivals, you can set up your own booth. Just simply pay for a space for the day usually under $20 for the day, and set up a table and displays. If you have a canopy of your own to bring along this would be a wise idea to keep the sun off you. Do the same as you would in a community festival and have handouts and etc. Do this locally. Another way to exposure your business.
YARD SALE:
Do you plan to have a yard sale anytime soon? If so be sure to set up a display about your child care and a big sign about your child and that you have openings. Another opportunity to exposure your business to your neighborhood. Be prepared to show off your day care while they are there and have handouts ready as well. Place a sign near the entrance of your street on yard sale days about your child care as well.
CAR WINDOW SIGNS:
Make up flyers in large bold print and tape these flyers to the inside of your car windows. (do not obstruct your view) use the side back windows, and if you have a van even one on the rear window. People will see these signs while you are driving around or anyplace you are parked.
Magnetic signs for your vehicle:
Although this is an expense here are some web sites where you can get signs at a great discount
http://www.signcompany.com/vehicle.htm
http://www.magneticsignsontime.com/
http://www.alphainstantsigns.com/magnetic.htm http://www.vistaprint.com/
I have these signs and I am very pleased with the signs and the price. Great way to advertise.
Ask me for a more detailed list of car magnetic's and other promotional things to use.
(pencils, pens, frig magnetics, key rings and etc)
BOOKS:
Get some Children's books and glue in a business card inside the cover, or a small flyer that will fit inside the cover telling about your Child Care. Donate to Doctors offices, Dentist Offices, Hair Salons, and other places where a parent might pick up the book and read to their child. (Always get permission to leave the books)
STREET SIGNS:
(only if your town doesn't have an ordinance against them)
Materials needed. Large pieces of cardboard, cut up old boxes,
glue, hammer, nails, roofing nails work best, they are short and fat.
And Xerox copies of the sign.
On plain paper, about 3 sheets, write out
LIC.
CHILD CARE
PHONE NUMBER
WRITE this in very large thick bold print. If you can do it on the computer, fine, be sure it is thick, very black, and at least 3 to 4 inch high letters.
Xerox the sheets, 20-40 times,
trim and glue down on to cardboard. (do not use poster board, it is thin and starts to droop, cardboard will last longer in the elements)
use Elmer's glue to glue down your signs, and be sure to use plenty and get all the corners glued down,
These signs will last a while even in rain.
Placement:
nail to wooden telephone poles. Place high, might need a step stool.
use 3 nails, top, middle, bottom, to insure the sign will stay up longer.
The sign should face traffic, and you should place them on busy streets, about a mile radius around your area. Place on both sides of street so people see them coming and going, place near intersections where they can see them and read them while sitting at signals, place near schools, parks, etc.,
check on your signs, and replace as needed.
I hung up 40 the first time, sometimes more than 4 on one street if it's a busy long street.
I check on them and replace them, I got most my calls from these signs. Remember most areas don't allow this so be very careful where you post.
Call referral agencies and other providers:
Get on the referral list for every agency in town. Call Licensing and ask them who the agencies are.
Be prepared to send in a copy of your license to each of these agencies.
Call local providers, you can find them also in the newspapers and call them. Introduce yourself, and see how their ads are working, and what areas they are in. Call in the evening, when you know they don't have Day Care. Let them know you are new. And that if they are full up if they would take your phone number and direct some calls your way. Ask for some helpful tips.
Find out of there is a provider support group in your area, and attend a meeting, and exchange phone numbers. And always take their numbers too and do the same thing with them, send calls their way. Share the resources, ask them other resources as well. (you might run into a couple of providers that don't wish to talk, share, or anything, just keep on going don't give up)
YARD SIGN: (some cities have very tough ordnances against this so check it out in your area first and even check with your home owners associations before doing this. Place a nice yard sign in your front yard. This should be of wood or heavy plastic so it last in the rain. Use Latex paint. Make it cute.
Don't put your phone number on the yard sign, just the name of your day care,
Licensed,
hours, and ages.
They can come to your door, (always keep the screen locked) and inquire about the day care.
Have some flyers or brochures ready to hand out about your day care.
These can be a little fancier, with more information and cute little pictures on them.
If they are interested ask for the phone number, and set up an appointment, try not to do a drop in appointment unless you really feel comfortable with the person you are talking to. A mom with a kid in tow. But do not do a drop in appointment if a man comes to the door, or a woman that you feel uncomfortable with and you are there alone. Always take precautions,
and simply tell them, your first interview you do after day care hours, (when your husband is home) and then they can come back for a second visit when the kids are there. If you have a ordinance against signs in your yard then place it on Garage door. Remember you can always take it down when your spots are full. Can also make a large window sign that is visible to the street as well.
REALTORS:
Give some business cards to local Realtors that they can pass out to clients moving into the area and looking for possible Day Cares, ask Realtors to put your card, or flyer in their business packets that they give new clients.
If there are open houses going on in your area stop and ask the Realtor to place your flyers or cards on the table with his brochures and etc. A selling point to parents is affordable day care near by.
APARTMENTS, AND OFFICES:
visit local apartments and talk to the managers and see if you can put a stack of flyers, maybe half sheets, on their front desk for their tenants to find, and or new tenants coming in.
Also check with Doctors, Dentist and medical offices, Especially Children's Doctors, and Dentist, and see if you can leave some flyers there.
BUSINESS CARDS:
you can even make these up on the computer if you have a good program. Print Master Gold series, Print Shop, and etc. Use Business Card stock that you can find at any stationary, or computer store. Print up cards to always carry with you. You never know when you might run into people and get to talking and they ask for a
business card.
go to
http://www.vistaprint.com/
and order 250 cards for FREE. only cost is shipping and handling.
T-SHIRTS:
Get some T shirts for yourself and the DC, even your own kids. You can buy transfer paper at the computer stores, and make up your own designs and do your own T-shirts. Put in large print on the backs of the shirts, The name of your day care, (phone number optional) You need a program on your PC that will reverse the lettering before you print it on the transfer paper.
Iron them on, and whenever you take the DC out to the park or something have them wear their Day Care shirts. (keep them at the house) It makes it easier for you to see the kids while out, and you are advertising as well. You will get people coming up to you and asking about your day care. :0)you can find T shirts sometimes at the Dollar store for a Dollar each.
Extra Ideas:
for next year call your local yellow pages in advance. You can put your phone line and list it as a business line and get to advertise in the yellow pages free. So check it out. Or just advertise in the yellow pages. The cost varies on the size ad you place. From a little one line add to a boxed ad and then the sizes of the box ads. Some yellow pages have specials for first time advertisers. Ask and see if yours does.
Also when doing any of the above, always carry extra's with you at all times ready to do. So if you come across a new place you have a flyer, or business card or something to hang out.
HALLOWEEN:
A perfect night to advertise. Include your business card into trick or treat bags. You can attach them to the candy you give out or simply drop them in the bags. Think about the number of kids that come to your door. I myself also put a sign on my front door (decorated to match the occasion) that this is a day care, and have mini flyers attached for parents to take when they walk up. Always use every opportunity to advertise.
LOCAL COMPANIES:
Find the large companies nearest you. Especially High Tech computer / software companies where they staff a large department of employees. Write a letter to Human Resources or Personnel there.
Write a professional letter, and state that you are a licensed child care offering quality child care services in this area. That you have some openings and would like to offer your services to the employees of their company. Ask if you can do the following:
1. Post a flyer in their employee lounge, or employee news letter
2. Come to their company and use a meeting room where the employees can come and meet you and talk to you about child care Have a stand up display made showing pictures of the kids at various activities. Also list what you have to offer these possible prospects. Have hand outs ready to give them such as: business cards, brochures, and other handouts on nutrition, health in the day care and useful information for parents. Parents like getting this stuff and it makes you look good.
Have a sign in sheet for them to sign when they come in.
Have on there. Name, home phone, email, ages of children and if they would like to visit your day care
Talk freely, answer questions. Leave materials behind for anyone that might have missed the meeting, and ask those who came to pass the word along. CHAMBER OF COMMERCECall your local chamber of commerce and see if they have a community business directory booklet. Most Chambers publish an annual business directory to give to new residents. There is a printing cost and annual fee to keep your business listed. This is a great way to stay in the public eye. BETTER BUSINESS BUREAU:YOU CAN LIST YOURSELF WITH YOUR LOCAL BBC. They have a printing fee and annual members fee to stay in their directory. You will receive a plaque and membership to the BBC that you can display in your child care as well. You can put in your advertisement you are a member of the BBC. SCHOOLS AND CENTERS:Although a lot of public schools do not have a child care list anymore it is still worth a phone call to see if your local school has a list of providers and if they do see how you can be placed on that list. A lot of school campuses have CDI's or other B/A school programs, contact them (director) and see if she has a list of local providers. These on campus programs do have a capacity limit and waiting list and might be nice enough to refer you to parents who need care now. It's always worth a phone call.
OPEN HOUSE:
Host an open house. Pick a Saturday to do this. Just for about 3 hours. A couple of days in advance hang out street signs (remove them later) that are printed up much like Yard sale signs. Use neat very bold large print and place on sturdy cardboard. Place on busy streets near your home marking the way with arrows like you would for a yard sale. Plus a big sign with some ribbons and balloons on your front lawn. Get on your local Craigslist.com and advertise there way in advance. Get RSVP's and then keep the emails so you can remind them of the open house. HAVE SOMEONE THERE WITH YOU WHEN YOU DO AN OPEN HOUSE.
CHILD CARE OPEN HOUSE
COME VISIT OUR CHILD CARE
SATURDAY
DATE
TIME
ADDRESS
COME VISIT OUR CHILD CARE
SATURDAY
DATE
TIME
ADDRESS
Be prepared to have handouts. Or create a packet with useful information including Business cards, brochures, other useful information.
Have a presentation board set up to show the kids in action. If you have made a video on your child care that is only maybe 5-8 minutes long play it for the visitors to see. Have a couple of your current day care parents there to also be a reference for you. Do not do this alone.
Give tours of your day care on a Saturday. Not during business houses because it's to hectic during normal hours. Plus you are bringing strangers around the children. Also when you do this, do not have your own children there at that time Send them off to grandmas or a friends. Less distractions, and this gives you the opportunity to talk to these people without the children interrupting. This also means any DC parents coming to leave their children behind as well. It also works out better not to have any children present. This is like a back to school night. Where parents come see, look around, and talk. With children under foot there are to many distractions. You can always set up a play date during business hours where they can bring their child and let their child interact with the other children.
Have letters from your DC parents that could not come to show. Make copies and place in the packet.
Be sure to display art work, and other activities for the parents to see. Including your curriculum or lesson plan book. Parents like to know what type of curriculum is used.
Serve some cookies and punch, set up on the table so they can help themselves.
Serve some cookies and punch, set up on the table so they can help themselves.
PROMOTIONS:
Try placing coupons on your flyers. or a promotion in your advertising. the coupon can be good for any of the following:
1. If you sign up during the month of _______________________registration fees will be waived. A $25.00 or $50.00 savings.
2. This coupon good for one free parents night out. Coupon entitles parents 4 free hours for an evening out. $25.00 value per child. One coupon per family when the enroll their child.
3. Sign up during the month of ___________and get a 10% deduction off your first months child care fees. A $_____________value.
4. Sign up during month of _____________and receive savings of $10.00 a week off child care fees the first 90 days of enrollment. $120.00 savings.
Always Put an expiration date on the coupons.
Tell Parents in your Day Care if the find a new client for you and the client signs up they will receive a free parents night out, or $10.00 off a weeks fees. And the new family they bring in will also receive a Free Parents night out or something.
Give The parent a certificate when they bring a new client that has enrolled. And they cash it in when they want to. However, on parents night out make sure it's a night convenient to you as well. And they can only use it on specific days. Such as the 2nd or 4th Friday of the month. Etc.
Try placing coupons on your flyers. or a promotion in your advertising. the coupon can be good for any of the following:
1. If you sign up during the month of _______________________registration fees will be waived. A $25.00 or $50.00 savings.
2. This coupon good for one free parents night out. Coupon entitles parents 4 free hours for an evening out. $25.00 value per child. One coupon per family when the enroll their child.
3. Sign up during the month of ___________and get a 10% deduction off your first months child care fees. A $_____________value.
4. Sign up during month of _____________and receive savings of $10.00 a week off child care fees the first 90 days of enrollment. $120.00 savings.
Always Put an expiration date on the coupons.
Tell Parents in your Day Care if the find a new client for you and the client signs up they will receive a free parents night out, or $10.00 off a weeks fees. And the new family they bring in will also receive a Free Parents night out or something.
Give The parent a certificate when they bring a new client that has enrolled. And they cash it in when they want to. However, on parents night out make sure it's a night convenient to you as well. And they can only use it on specific days. Such as the 2nd or 4th Friday of the month. Etc.
*new* COMMUNITY CAR WASH..
Get the parents in your program to help do a car wash. Find a gas station or store where they will allow the car wash. This serves two purposes. Raising money to add a new feature to your program. Such as new yard equipment or indoor equipment. If your a center you can do it in your parking lot. If your family child care find a location. You've seen community car washes before. Same thing. Now to promote your child care or center through the car wash. Have some display boards where the patrons are sitting (be sure to put out some patio chairs so they are comfy while their car is washed) The display board will show your program, the children in care and the activities they do. Have flyers or brochures on the table (secure so they don't blow away) maybe pens with your business name on it for each paying customer. (1 per vehicle) or suckers attached to your business cards, or magnets for the frig with your business name on it. (one per vehicle they can pick) Have a parent volunteer near the waiting area that can get into a discussion with the patrons and tell them about the program. They can wear a name tag PARENT VOLUNTEER...
Online services, free or low cost to register your child care services and/or web sites
Check with your local R&R to be listed on their child care referral listings.
(if the links do not work, copy/paste them into your browser)
craigslist for any town.
Daycare - Daycare.com
TLCdaycare.com
child care finders (put in your state/city)
Add Your Day Care to Carefinder.com
If you have web pages you can lists them on these "top sites" which puts your web out there even more. Plus it's fun to check out all the other web sites and vote for your favorites while your there.
Topsites
Daycare sites top site
More sites to check out:
http://www.edaycare.com/http://www.baby ... nline.com/
http://www.earlychildhoodlinks.com/prov ... encies.htm
http://www.buybelowcost.com
http://www.childcarefinders.org
http://www.MousepadClassifieds.com
http://www.findcarenow.com
http://www.DayCareMatch.com
http://www.careguide.com
http://www.earlychildhoodlinks.com/prov ... encies.htm
http://www.buybelowcost.com
http://www.childcarefinders.org
http://www.MousepadClassifieds.com
http://www.findcarenow.com
http://www.DayCareMatch.com
http://www.careguide.com
I highly recommend getting to know providers in your area
so you can exchange information and referrals to each other.
Join your local associations, and Resource and Referral agencies. Some food programs have referrals. Find out what is available in your area that will do referral services.
so you can exchange information and referrals to each other.
Join your local associations, and Resource and Referral agencies. Some food programs have referrals. Find out what is available in your area that will do referral services.
Written
Pat Alexander
Child Care provider since 1971: http://www.alexanderdaycare.com/
Solutions support leader
Child Action Mentor (special needs project)
Fccp inc. Web master & legislation
UCCU Peer Advocate
Child Care provider since 1971: http://www.alexanderdaycare.com/
Solutions support leader
Child Action Mentor (special needs project)
Fccp inc. Web master & legislation
UCCU Peer Advocate
The following notes are
courtesy of
Child Care manager
MORE NOTES ON ADVERTISING:First Steps to Consider when advertising
Before starting your advertising plan, first begin to map out what you are advertising for. There are many factors to detail. How many openings do you have? - How many children in each age group can you care for? - Do I have openings right now? - Will I have openings in the future? - Have I locked in my rates? - What questions will I ask prospective parents?
Once you have these detailed out, this will help you to write your descriptions and target your advertising.
Writing your Ad and Description
The next step is to actually write a description. Write your description before setting up your listings - Use a common description that you can then copy and paste and modify appropriately for each service you plan to use.
Key things to remember about your description:
1. Proper Grammar - This is critical! Nothing is worse than HERE IS MY AD IN ALL CAPITAL LETTERS and "here is my ad in all lower case letters with no punctuation and misspellleled wooorrds and and run on sentances that never end. - Use proper grammar, use spell check and make sure your description looks professional
2. Why are you the best daycare? - Be sure that your description includes information for parents that let them know WHY your daycare is the best - What activities do you do, what curriculum do you offer, what do you have that no one else has?
3. Where are you located? - List your general area, what schools are nearby, etc. - This helps parents to see that your daycare is in the area that they are looking for. Are you close to any parks or activity centers?
Brought to you by the United States Small Business Administration http://www.sba.gov Before starting your advertising plan, first begin to map out what you are advertising for. There are many factors to detail. How many openings do you have? - How many children in each age group can you care for? - Do I have openings right now? - Will I have openings in the future? - Have I locked in my rates? - What questions will I ask prospective parents?
Once you have these detailed out, this will help you to write your descriptions and target your advertising.
Writing your Ad and Description
The next step is to actually write a description. Write your description before setting up your listings - Use a common description that you can then copy and paste and modify appropriately for each service you plan to use.
Key things to remember about your description:
1. Proper Grammar - This is critical! Nothing is worse than HERE IS MY AD IN ALL CAPITAL LETTERS and "here is my ad in all lower case letters with no punctuation and misspellleled wooorrds and and run on sentances that never end. - Use proper grammar, use spell check and make sure your description looks professional
2. Why are you the best daycare? - Be sure that your description includes information for parents that let them know WHY your daycare is the best - What activities do you do, what curriculum do you offer, what do you have that no one else has?
3. Where are you located? - List your general area, what schools are nearby, etc. - This helps parents to see that your daycare is in the area that they are looking for. Are you close to any parks or activity centers?
How you market your center may make the difference between its success or failure. Marketing plays an integral role in the start-up and daily operations of any business, and your center is no exception. Like any other business, a family day care home has a product/service that consumers want and are willing to purchase. Therefore, you will have to sell your product/service (the center) to consumers (parents) who want care for their children. Your marketing plan can help you achieve this goal.
Know Your Customers
Even though the needs assessment indicates that your center is needed, don't expect full enrollment on opening day. It may take from one month to a year to achieve that goal, and how you advertise can make the difference. Knowing your customer is the key to successfully marketing your center. The more you know about the parents' expectations, the easier it will be to develop a program that meets their needs, as well as the children's. The data collected in the needs assessment will help you do this.
Devise a list of questions that will help you identify what the parents will likely need, want and expect of your center. Use the data collected in the needs assessment and the survey questionnaire to help answer these questions. The questions may include:
- What type of service will be provided?
- What are the operating hours?
- How many staff members have degrees or training in early childhood education or a related field?
- What is the teacher to child ratio (e.g., 1 adult: 7 children)?
- Will the curriculum be structured/Will there be a curriculum?
- Have you or will you devise an activities schedule?
- Where is the center located?
- Is the location convenient and easily accessible?
- Do the operating hours facilitate the parents' work schedule?
- Is extended evening care available?
- Will means be provided?
- Have or will medical/first aid policies be developed?
- What are or will be the sleeping arrangements? Once you have answered these questions, you will have a base from which to develop your marketing program.
-
- name, address and telephone number of the center
- ages of children who will be accepted
- hours the center will be open
- fees charged
- a paragraph about the program and the qualifications of the staff
- who to contact for more information
- date you plan to open
- product/service - child/healthy development
- price competitive within your market area
- place geographically located within your market - adequate parking, good street lighting, easily accessible
- promotion - method of advertising, highlighting business, i.e., a sound business gimmick
- persuasion - ability to sell yourself and business
Developing a Marketing Program
Many first-time business owners think that by simply placing an ad in the local newspaper or a commercial on a local radio or television station customers will automatically flock to purchase their product or service. This is true to a certain extent. Some people are likely to learn about your product/service and try it, just out of curiosity. But hundreds even thousands of other possible customers may never learn of your business. Just think of the money you'll lose, simply because you didn't develop an adequate marketing program!
Remember, the key to success is knowing your customers' needs, arousing them to the point of consumption and providing products or services to fulfill those needs.
Marketing is an essential part of business. It oftentimes determines how successful your business will be. So take the time to plan the best strategy to promote your center. There are certain factors, however, you should consider when developing your marketing strategy. They will aid you in formulating a successful promotion plan. These factors are called the 5 P's of marketing:
Each requires an investment in dollars, time and effort--but the reward will be worth it. Devise a plan that uses advertising and networking (word-of-mouth) as a means to promote your center. Develop short, descriptive copy (text material as in an advertisement) that clearly identifies the services (your center), its location and price. Use catchy phrases to arouse the interest of your readers, listeners or viewers. Remember, the more care and attention you devote to your marketing program, the more successful your center will be.
How to Market Your Center
No matter what advertising media you use, you will have to spend money, so allow for advertising expenses in your budget. There are many ways to advertise your center, but keep in mind that advertising can be very costly, depending on the medium used. Newspaper ads, radio and television commercials are the most expensive ways to advertise your center. If you can afford to advertise using one of these media, talk to an advertising agency before making a final decision. Since advertising is an investment in your business' future, it's important to find out as much as you can before making a decision. Once you've decided on the medium, get the agency to help you design your ad or create a commercial.
Start advertising your center at least three (3) months before you open for business. And make sure your advertisements are consistent with the image you are trying to project. Whatever advertising media you use, be sure to include the following information:
Study written advertisements in the newspapers and magazines; ask yourself which ads appeal to you and why. Try to develop ads similar to those you like. If you know someone in advertising or public relations, ask them to help you design your brochures, flyers, posters or ads; otherwise you will have to pay for the service if you solicit professional help.
-
- What businesses offer child care service?
- Who are your major competitors? a) direct ,b) indirect, i.e., child care centers accessible to your clientele.
- How long have your competitors been in business?
- How will your center benefit the clients more than your competitor's center?
- Is there a need for additional centers in your area or in an area that is easily accessible?
- How are the competition's centers similar to, or different from yours?
- What are your competition's strengths and weaknesses?
- How is the competition's business doing?
- How will competitors act when you enter the market?
- What are the competitors' managerial abilities, financial situations, facilities, reputations? Financial institutions and investors often place heavy weight on the elements of competition when deciding whether to fund a new business. Whether or not you apply for a loan to finance your center, it is good to know as much as possible about your competitors. Therefore, you should evaluate your ability to compete very carefully. Join the game only if you are confident that you can be successful. If not, you may want to try another field.
- Market research consultants and advertising firms.
- Colleges and universities.
- Research you conduct on your own.
- Other sources, such as the telephone Yellow Pages or state industrial directories.
- Business Cards --are an excellent, inexpensive way to advertise your center. Have business cards printed in lots of 1,000 that include your name, address and telephone number, the hours, and the ages of the children you'll care for. Ask parents, friends and relatives to pass them out to interested people at work. Take them along to pass out when you take the children on a field trip or a walk in the neighborhood. Go to elementary schools nearby,
- market your center is through networking. Since most parents choose their child's caregiver from word-of-mouth, talk to people personally. Get the word out about yourself and your program to people who might have the opportunity to recommend you. Volunteer to speak to local civic and church groups and to the PTA. Networking adds a personal credibility to your service that advertising can't. People more readily believe what their friends and families say about a product or service than what an advertisement suggests. This is primarily because advertisements are designed with the intent to get you to purchase a certain product/service at any cost while word-of-mouth referrals are based on an individual's use of a product/service. Since most people value their families' and friends' judgment about a service more than an advertisement, parents will more likely choose your center.
Furthermore, how easily you find children and parents to serve depends on how good you and your program are. If parents just love the way their children are happy and thriving at your center, they will tell their friends. Good providers are in high demand almost everywhere. You will also more likely draw families if your center is clean, safe and appealing to children. If parents sense that their children would be bored or afraid at your center, they are likely to look elsewhere. - Yellow Pages Directories - Directory advertising is completely different from other advertising forms. They are used by people who are ready to buy. Although other media deliver readers, viewers or listeners, directories deliver strictly buyers. With any print vehicle, coverage of the marketplace is important. Be sure your entire market is covered by the intended directory with minimal waste.
To ensure the success of an advertising program, try to meet your competition head on. Look at your competitors. In what sections do they advertise? What size ads do they use? After assessing your competitors, decide on the type of ad you want to place. Directories are a source of information for buyers. People who use directories need specific information to complete their buying decision and frequently make decisions based on the information in directories. Include as much information as possible in your directory ad. - Classified ads -place an ad in the classified section of your local newspaper. Announce your opening in the business section as well as other feature sections. Many people read the business and classified sections of the newspaper during their commute to and from work. Placing an ad in these sections increases your clientele base.
- Illness
- vacation,
- holidays,
- field trips,
- times the center is open,
- who is authorized to pick up the child or children
- what extra clothes, if any, will be required,
- activities taking place at the center.
- meals
- A Marketing Plan Is A 4-Step Process
- Define your service and what makes it special.
- Define your market.
- Develop your specific strategies to reach your market.
- Begin marketing now!
- Describe your service
- Tell the hours, location and type of care that you offer. Then tell what special features of your business provide benefit to customers. These might include the quality of care, special hours or services, convenient location, or special activities at your daycare.
- Define your market
- Analyze the competition. Who else is providing services, and what niches do they fill? How will your daycare business stand out? It may be that you are located in an under-served neighborhood, or that your hours cater to particular shift workers.
- Learn about your market. The local CCR&R will have information about the need in your community for childcare, and the type of care that parents are seeking. They can point out locations needing daycare, types of care or hours of operation that are lacking.
- Identify Your Customers. Based on the competition and the market information you gather, describe the customers that you will target. Does your daycare meet the needs that your research describes? How? Can you describe your "preferred customer" in terms of location, income, amount and quality of care that the customer is seeking?
- Develop specific strategies to reach your market. Here are some of the most-often-used marketing methods used by providers:
- Project a professional image
- Evaluate your facility as if you were a customer seeing it for the first time. Is it clean, neat, cheerful and child-appropriate?
- Consider printing business cards. They are cheap and easy, and reflect professionalism.
- Prepare a one-page business description that describes your daycare philosophy and general operation to interested parents. Have your policies and contracts neatly printed and ready for parents to examine.
- Use cheap and free advertising
- Submit news about awards, training and certification that you receive to the local newspaper's professional advancement column if possible.
- Get to know the owners of local businesses whose employees may need daycare. Leave your card and one-page business description at the business.
- Visit nearby schools and leave information with the office staff about your business. Advertise in primary school PTA newsletters to reach parents.
- Give talks on childcare topics to PTA, church, and other local groups.
- Carry your business cards and hand them out liberally.
- Get on the referral list of your local CCR&R agency.
- Network with other providers, who can refer extra business to you.
- Use current customers as the best source of new business.
- Parents looking for childcare rely on the recommendations of their friends. So, be sure to tell your current parents that you appreciate their referrals of other children to the daycare. Let them know when you are trying to fill vacancies.
- Use minimal paid advertising
- TV, radio and newspaper advertising has not been effective for most daycare providers. (Newspaper want ads can be helpful in smaller towns.)
- Printed brochures may not be any more effective than a well-stated one-page description of your daycare.
- Project a professional image
- Begin Marketing Now
- Don't wait until you have vacancies.
- Build the cost of marketing into the annual budget. Marketing costs are tax deductible business expenses.
Once parents begin to respond, you will need to make appointments with them to discuss enrolling their children at the center. At that time, in addition to the enrollment form, you will need policies that address:
It may be a good idea to develop a Childcare Contract that addresses and explains the policies of your center. If you have a contract and parents are willing to enroll their children in your center, have them sign the contract and provide them with a copy. That way if any problems or emergencies arise, the parents know up front, what your policies are. There are many publications available with sample contracts.
Remember, when you have a good product, "It Pays to Advertise."
Know the Competition
A cardinal rule of effective marketing is to know the competition. Assessing the competition and finding a way to beat the competition is the key to success. Many entrepreneurs mistakenly believe that their competition consists solely of firms that offer similar services or products in the same geographical area. However, competition may actually include indirect competitors who are vying for the same clients. Your estimate of competitors should include all those who offer related services. They may be in the same geographical area or in any other area that is accessible to your clients. To determine the competitiveness of your market, you need to find out:
Sources of Marketing Information
There are several sources available for obtaining market information. They include:
Market Research Consultants and Advertising Firms
Market research consultants are professionals who complete market survey reports. They can also help you develop a marketing plan. Most advertising firms also have a market research department that can help you develop survey questionnaires and analyze and interpret the data. The drawback to using a professional consulting and advertising firm is the cost. Try to locate a consultant or advertiser who will analyze and interpret the data and help you develop a marketing plan for a nominal fee.
Colleges and Universities
Business schools in local colleges and universities often have professionals and student groups that offer consulting services. They can help you with both the market survey and the marketing plan as well as other problem areas. Student services, however, may only be available during the academic year. It is important that you approach these services with well defined needs and be prepared to actively participate as the project progresses. Contact local colleges/universities for additional information. Many colleges and universities are involved with an SBA affiliated program, the Small Business Institutes (SBI). SBIs provide many services that include market analysis. If you need help analyzing the market and interpreting the data, contact the local SBA office for the location of the SBI program nearest you and for information on the SBI programs.
Conduct Your Own Research
You may choose to conduct your own market analysis. Most market research is time consuming, and the techniques can sometimes be quite sophisticated. If you do not have the time, or the skill, you can still conduct simple research that can yield a tremendous amount of information. This technique is called "focused group interviews."
First, you need to make some logical guesses about your market. Then you assemble a small group of acquaintances, friends or relatives who resemble your typical potential client. Try to get a good mixture of participants that represent a good cross section of the client group you are hoping to service. Describe your center and the type of service you plan to provide. Ask for feedback. Use the information to determine if your idea is feasible and if your center will be accepted. A marketing or advertising specialist will help you accomplish this.
Other Sources
Your local library is usually a gold mine of information. Many publications such as government reports contain valuable up-to-date information. If you have any questions, the reference librarian is trained to find the information. Do not hesitate to ask for help.
Best Practices for Child Care Business Marketing
For more ideas and help preparing your Marketing Plan go to your local Child Care Resource & Referral or Small Business Development Center.
