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Today I read a post asking, “How do you go about potential clients visiting your daycare, spending 1 hour of your time, taking contract and paper-work and then you don’t hear anything from them anymore.  Sometimes I feel like I should make them pay just for visiting!”

Sorry to say that this is the price of doing business.  In reality, you need to market your business to the potential client to get the business you need.  Remember it’s not only the parent seeking child care, but you are seeking another client to fill any openings you may have.  If they are not a potential match for you or your program, you will choose someone else…RIGHT?  The same goes with the parent seeking care.  If they do not see you or your program as the right fit for them and their child, they will continue to seek someone else.

So, how do you  market your business to a potential client?  First, you have to do your own PR and promote your business.  Your first contact with a potential client will be on the phone.  Ask those questions that will eliminate those who do not fit your open position that you have available.  If their schedule fits then you have to toot your own horn to get them to agree to meet with you and to see your program.  It’s important to get them in the door.  Once you make an appointment for them to visit, sell yourself even more and be prepared to answer any questions they may have.   It’s at this face-to-face meeting that you will get a better feel if they will fit into your program or not.  it’s also at this face-to-face meeting that they will get an impression of you.

It’s at this time you want them to read your policies to learn more about your business practices.   I suggest not doing it at the time of your face-to-face meeting.  Give them time to absorb everything.   Have you ever been to a car lot and the sales person was on your back the entire time pressuring you to buy a car?  Well the same thing is happening to the potential client who is visiting your facility.  I suggest keeping the face-to-face meeting casual and light-hearted.   Let them read your policies at home and encourage them make note of any questions they may have after reading it.  If you are concerned with printing cost, have them visit your website or email your policies to them.

So, now what?  You have introduced yourself , you shared your  program’s philosophy and policies with the potential client and a few days have past and you have not heard from them.   I suggest you give them a call back.  Thank them for visiting and inquire if they have any questions after their visit or reviewing your policies.   Remember you have to market yourself and your business to the potential client to get them back in the door and to get the contract.

Donna, mother of two beautiful daughters, operates a license childcare and educational facility in Anchorage, Alaska.  She holds a Masters in Early Childhood Education.   Since 2003, she has researched and written over 100 child care training workshops from dealing with aspect of doing business to working with children and families.  As an active in the childcare community, she enjoys representing childcare providers and passionate is about improving quality childcare.  She has appeared on the PBS show “A Place of Our Own” and was the first family childcare provider honored by the Alaska State Legislature for her contributions to the community.

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If you own a daycare, consider writing a monthly newsletter. Why is this important? A great newsletter is a simple tool that helps keep the lines of communication open between parents and staff. What’s more, daycare newsletter helps you grow your business, increase enrollment, and stand out above and beyond your competition. Not only does it help grow your business but it helps retain clients. Newsletters also build credibility, enhance your reputation, and are a critical element in building your brand.

Daycare Newsletter Structure

A daycare newsletter should be brief; no more than 4 pages.  The front page and back pages should attract parents’ attention, so the most significant or time sensitive information should be located here. What new things will the children learn this month? Are there any important announcements? Are there changes in policy coming up?  Do you have any new clients? Welcome them to your daycare family. Get this type of information right on the first and back pages as these are the pages parents will most likely see even if they don’t open the newsletter.

Newsletter Content

The daycare newsletter should contain informative information for parents.  A few articles or personal anecdotes work. Some suggestions:

• Tips for busy parents
• Easy, healthy recipes parents can make at home
• Extending lesson themes at home

Calendar of Events: Be sure to include a calendar of events for the month.  Share your breakfast, lunch and snack menu. Provide quick parenting tips for busy families.

Personal information: To make your newsletter shine feature the children and the staff in the newsletter. Mention any milestones or accomplishments of children and staff.  Take pictures of children’s artwork or other projects and highlight this in the newsletter as well.

A Few Tips for Outstanding Daycare Newsletters

Get parents involved: One way to make your newsletter stand out and also make sure that clients actually read the newsletter is to get them involved in creating the newsletter. Invite parents to write a feature article on a topic of their expertise or share a personal story.

Add pictures: Photographs are a great way to add a personal touch to the newsletter. If you do choose to use photos of the children in your care, be sure to have a photo authorization form on file for each child.

Finally, the newsletter does not need to be extra fancy, it can be a straightforward newsletter created in Microsoft Word, or search the internet for examples and free newsletter templates.

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Part of your marketing strategy should include a grand opening for your daycare business. Grand openings give your childcare center exposure to the community, attracting clients and increasing enrollment.  It is important to generate buzz around your daycare business.

Create a Budget
Begin on working on a budget for the grand opening party.  There is no reason to break the bank, but remember it is an important investment for getting clients in the door and increasing enrollment. Work out your budget and be sure the grand opening reflects the best you can afford within your budget. You may decide you want the party to be a soft opening. This means that the party will not be on the opening day but rather a few weeks after the daycare center is actually operating to ensure that things are already flowing smoothly.

Generate Buzz around the Grand Opening
Next, design a marketing campaign. Create brochures and flyers and distribute them throughout the community.  Make sure the flyer is colorful has the name of your daycare in large letters, and a simple logo. Most sure the flyer is not cluttered with too much information but that it includes the important details. The flyer should detail days and hours of service, the age ranges of children you care for, and details about your meal service. If your daycare cooperates with government subsidized programs, make sure to include this information. Be sure to mention the best and/or unique features of your daycare. For example if you have a bachelor’s degree in education or have acquired a certain number of early childhood education units, make note of it. If someone on the staff has special certificates or has attended special workshops, list that. If you offer drop-in care or extended hours, or you own an environmentally friendly daycare center, be sure to highlight these aspects of your business.

Next, create an advertisement and submit it to the local newspaper. In addition, contact editors at your local radio and TV stations to invite them to the grand opening. Also post an advertisement on Craigslist or Kijiji announcing your grand opening event.

Setting up the Daycare Grand Opening

Keep the actual grand opening event simple but informative. Offer simple, light refreshments for adults and children such as punch, juice, cookies, crackers, fruit and cheese. Create information packets to handout to perspective clients which highlight all of the wonderful and convenient services you offer. Give tours and during the tour explain the mission, objectives, and policies of the child care service.

Your grand opening will generate plenty of interest and in no time your child care center will be filled to capacity.

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Daycare Business Cards

One of the first steps in finding clientele for child day care center is through marketing in your own neighborhood. Business cards are an inexpensive way to attract clients for your daycare business. A business card has limited space. Do not clutter the space but be sure to include information that attracts attention and conveys your important information. Most clients will not want to take the time read a business card that is cluttered with too much information.

In other words, keep it simple. Here are some elements that you will want to include on your daycare business card:

• Name of Daycare: Make sure the business card is colorful and has the name of your daycare in large letters or a simple logo. For example: “Mary’s Family Daycare”
• Contact Information: Unlike on your daycare flyer, you may list your name and full address on the flyer. Also include your phone number and email address.    For example:

Janet Michaels, Director
123 Main Street
Anytown, State 12394
(123) 555-2222
marysdaycare@daycare.com

The address is optional and depends on your individual comfort level.

• Daycare philosophy: Your daycare’s one-sentence philosophy should be stated on the business card. For example:  “A place for children to learn, play, and grow”.
• Special features: Be sure to mention the best and/or unique features of your daycare. If you are daycare provider who offers drop in care or extended hours, or you own an environmentally friendly daycare center, be sure to highlight these aspects of your business. For example: “Environmentally friendly family daycare”.

You may also want to include the following:

• Credentials: If you or your director has a bachelor’s degree in education or has acquired a certain number of early childhood education units, make note of it. If someone on the staff has special certificates or has attended special workshops, list that. You are more likely to attract clients if include special credentials.
• Government Programs: If your daycare works in conjunction with government subsidized programs, be sure to add this information in short simple wording.

Where to distribute Business cards

Business cards can be distributed to most places that flyers are distributed. Laundry mats, schools, hospitals, and churches are great places to start. Your local hospital is also a great resource. Usually they give information, coupons, and freebies to new moms. Ask hospital staff if they could include your business card in that package. Give the business cards to your clients and ask them to hand them to other interested parents.

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Marketing your daycare business on Craigslist is easy, free, and a great way to increase your enrollment and keep all of your slots filled.

1. First go to the Craigslist website: http://www.craigslist.org/about/sites and select the city or region where your daycare center is located.

2. Once you have selected the city/region closest to you, look in the upper left hand corner for “Post to Classifieds”. Click on “Post to Classifieds”.

3. Click on “Services Offered”, then click on “Household Services”.

4. Do you have a Craigslist account? If you do not have a Craigslist account, in the upper right hand corner, click on “Apply for an Account” and sign up for a Craigslist account. If already have a Craigslist account, click on “Log in to Your Account” and log in.

5. Your account may need to be authenticated by phone to post to household services. Complete this process.

6. Once your account has been authenticated, it is time to set up your advertisement. Create a “Posting Title”. Your posting title should be succinct, to the point, and grab the attention of potential clients.  For example: “Professional In-Home Family Daycare Available, 2 F/T Spots Open”.

7. Type in your specific location. For example, if you live in Los Angeles, specify what part of Los Angeles you live in (i.e. Los Feliz or Silverlake).

8. Type in Your Post Description: This is where you will type in the actual copy (wording) of the advertisement. This information will be similar to what is written on your daycare flyers.  The flyer should detail days and hours of service, the age ranges of children you care for, details about your meal service.

Be sure to mention the best and/or unique features of your daycare. For example, if you have a bachelor’s degree in child development, early childhood education or you have completed a number of early childhood education units, make note of it. If you have special certifications or have attended special workshops, list that. If you offer drop in care or extended hours, or you own an environmentally friendly daycare center, be sure to highlight these aspects of your business. Do NOT list your full address, but describe the neighborhood (i.e., quiet residential area close to parks), but do list your phone number.

9. To finalize your post, you will need to type in a verification code and click continue.

You may also use Craigslist to advertise your daycare business’ open house or grand opening, or daycare jobs.

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Kindergarten Readiness Camps Photo by Woodley Wonderworks

You’ve heard of summer camp, weight loss camp, and space camp, but kindergarten readiness camp? Across America offer kindergarten readiness camps are springing up to help get kids prepared for kindergarten! So what is kindergarten readiness camp? Kindergarten readiness camp helps walk children and their parents through what the typical kindergarten experience entails and helps ensure that children  are developmentally ready for kindergarten.

It’s nearly back to school time and some preschoolers heading to kindergarten may be riddled with anxiety. No doubt this is mostly due to the unknown. Fortunately kindergarten readiness camp can resolve some of this turmoil.

The Learning Train, a camp in Greensboro, North Carolina offers a week long day camp for 85 dollars which gives students practice in the classroom for about three hours each day. The former preschoolers get to experience kindergarten type activities such as circle time. Children get to walk through practical things like how to go through the cafeteria line with their trays. The children are also screened in terms of emotional, physical, and academic kindergarten readiness before and after the camp. Parents are also provided with practical information such as how to interpret their child’s report cards.

The Creek Preschool in Orange, California offers kindergarten readiness camp for children who will be entering Pre-Kindergarten or Kindergarten in the fall. Children learn hands-on about essential kindergarten readiness skills like patterning, sequencing, letter and number recognition and sound.

E. Nopi in North Carolina also provides a kindergarten readiness camp for $125. The camp gets the children ready to meet the state’s  content standards. During this one week camp, children’s literacy skills are assessed and individualized plans for each child’s developmental needs. Children also work on problem solving skills.

The Eden YMCA in Hayward, California also offers a kindergarten readiness program featuring 3 quarterly sessions ranging from $175-$200 each and each session covering different skills.

From a parent’s perspective, kindergarten readiness camps may prove to be valuable as some school districts do not screen children until they are already in kindergarten. Kindergarten readiness camps may reduce anxiety, make the transition from preschool to kindergarten smooth, and help parents understand more about the nature of education. Camps of this nature may be worth the money, especially if the child is particularly apprehensive about entering kindergarten, even if he or she is doing well in a daycare center.

Niche child care is important to marketing daycare services and getting a leg up on the competition. Adding kindergarten readiness camp during the summer can boost enrollment as well as your income.

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If you have recently started a daycare business, you many need to increase the number of clients that use your child day care center.  There are a variety of ways to attract new clients to your child care business.

1. Friends and Family: Friends, family and colleagues should be your first resource for child care clients. Contact friends and family to let them know of your new daycare business.  With the current state of the economy, many parents are returning to work or taking on second jobs and need someone to care for their young children.  Your child care business is a great resource for excellent, reliable, safe daycare from someone they know and trust.  Then ask them to spread the word about your high quality services.
2. The internet: The internet is a great resource for connecting with a wide variety of people and organizations. Create a simple website which details your location. Many daycare software systems allow you to purchase a website template which lets you easily plug in your own business information. Once you have created your website, advertise your daycare service on Craigslist, Facebook, and Twitter. Register your child care business with many of the online daycare directories for home daycare providers, so that your daycare is searchable on the internet.
3. Advertise: The best way to find new clients is to increase your business’ visibility. Your licensed daycare provider you should create flyers, brochures, and business cards to advertise your daycare service.  Your advertisements should include your, your daycare’s philosophy, the programs you offer, any special services available, general location of the business, hours of business, and business phone number. Business card magnets are also a good tool since potential clients can stick your business card on their refrigerator and always have your business information close at hand.
4. Community Organizations:  Visit schools, churches, hospitals and other community organizations to let parents know about your high quality child care services. These organizations are also great places to leave your daycare flyers, brochures and business cards.
5. Television, Radio, and Workshops:  Contact local radio and television stations. Let them know you are an expert early childhood development and a licensed daycare business owner. Explain that you would be willing to be interviewed to talk about parenting, daycare, or the business of child care. While on the air be sure to plug your daycare business Make mention of your business’ web address and emphasize any unique or superior services you r business offers. Offer free parenting or educational workshops to those in your community.  Pass out flyers and brochures after the workshop to promote your childcare center.

Once you get the word out that you are a licensed daycare provider and that you provide safe, high quality childcare, getting new clients will be a snap. Of course you can only take in a limited amount of clients so be sure to start a waiting list and keep potential clients updated with regard to your availability.

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One of the first steps in finding clientele for child day care center is through advertising in your own neighborhood. Flyers are an inexpensive way to create visibility for your childcare business.

Here are a few tips for creating a daycare flyer that gets noticed and also gets responses.

• Keep it simple! Make sure the flyer is colorful has the name of your daycare in large letters, and simple logo. Most people wont to take the time read a flyer that is cluttered with too much information. The flyer should detail days and hours of service, the age ranges of children you care for, details about your meal service.
• Do NOT list your full address on the flyer, but do list your phone number. This is for your safety as a daycare provider and security of the children in your care. Simply describe the area (for example: A quiet, safe residential area in Belmont Shore)
• If your daycare cooperates with government subsidized programs, make sure to include this information.
• Be sure to mention the best and/or unique features of your daycare. For example if you or your director has a bachelor’s degree in education or has acquired a certain number of early childhood education units, make note of it. If someone on the staff has special certificates or has attended special workshops, list that. If you offer drop in care or extended hours, or you own an environmentally friendly daycare center, be sure to highlight these aspects of your business

Once you have created your simple flyer they can be distributed door to door and placed strategically on bulletin boards in related businesses.  Great places to post your daycare flyer include grocery stores, laundry mats, schools, and churches. You should also place your flyer on the windshield wipers of cars parked at places were parents shop like toy stores, and children’s clothing stores. Your local hospital is also a great resource. Usually they give information, coupons, and freebies to new moms. Ask hospital staff if they could include your flyer in that package.

Your local realtors and leasing agents are also a great source for advertising your daycare business. The usually give a welcome package to new residents which includes a directory along with flyers and business cards from local businesses. Ask for a meeting with the realtors and leasing agents in your local community and ask them to include your flyer in their welcome package. Let them know that your reliable and affordable daycare services are an additional selling feature of the neighborhood.

Again, it is very important that your flyer looks professional and polished and details all of your contact information and high quality services.  If you are posting flyers in public areas, use letter sized sheets and include handy tear away sections on the bottom which include the name of your childcare center and phone number. Flyers are a great marketing tool for your daycare business. If you’re search for staff, also note this on the flyer; it’s also a great way to alert those seeking child care jobs.

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As you plan your child care business, consider offering unique and specialized child care services that other daycare businesses don’t offer. In this economy it is extremely important to market your business as a high quality and unique business so that it stands out from others. Specialized child care services are in high demand and offering them can be extremely lucrative for your thriving daycare business.

There are many types of unique childcare services that your daycare business might offer:

24 hour child care: Most daycare centers open at 6 am and close at 6 pm. Daycare that offers its services 24 hours a day, seven days a week, is a growing trend and a necessity for some families. Some parents work long or overnight shifts like nurses and truck drivers must. Sometimes parents have to unexpectedly take an extra shift and need emergency child care services. Sometimes, a parent changes shifts from day to night. Twenty four hour daycare is extremely convenient and can be a true lifesaver.

Vacation Daycare: If your childcare business is situated in a vacation town, consider offering vacation daycare services. Perhaps your business is in lovely Santa Barbara. Visitors with small children may plan to spend a romantic evening wine tasting and having dinner. These parents can then make a reservation with your daycare business, which of course has proven to provide high-level child-care services on a 24-hour basis. Parents can then arrange to have their children taken care of by your daycare center for a particular window of time, anytime of the day.

Green Daycare: As our society becomes more and more environmentally conscious, green (or environmentally friendly) daycare centers are increasingly in demand. A green child care center takes special measures to ensure that the environment provides the best in health for children, offering locally-grown or organic food, and celebrating multiculturalism. Green daycare centers are concerned with harmful chemicals, pesticides and do their best to eliminate them. Children are taught to respect the earth and its precious resources.

Sick Daycare: When a parent has an important meeting and their child is sick and will be excluded from daycare, what does he or she do? There is a definite need for childcare centers that serve as an infirmary for mildly ill children on an emergency basis. Each day more than 350,000 children under the age of 14 years with both parents working are too sick to attend school or child care. The National Association for Sick Childcare has a wealth of information about creating such programs.

Drop In-Childcare: Drop-in daycare is basically back-up childcare. For example, if a parent has a doctor’s visit, an event that is not appropriate for kids, something unexpected comes up, or has a date, this type of childcare option is extremely convenient. Once their children are enrolled, parents can then take the kids to drop-in child care for necessary periods of time. While not around the clock care, drop-in childcare is usually open 7 days a week and offers later hours of service.

Niche daycare is an important consideration in these tough economic times. If your child care center offers specialized childcare services, be sure to use that as a selling point when creating your daycare business plan and marketing your daycare business.

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If you own or are thinking about starting a daycare business or are a child care professional, it is important to network and continually educate yourself. Joining and participating in child care associations enhances your knowledge of child development and developmentally appropriate practices. Professional organizations are also a great avenue for networking with other child care professionals around the world and exchanging thoughts.

Child care associations also provide a great opportunity to exercise leadership. Mostly, it is important to be around other early childhood education professionals who are daycare providers and want to provide quality care. Consider joining a few of the most important national child care associations:

National Association for the Education of Young Children (NAEYC): the NAEYC is the largest nonprofit association in the United States dedicated to improving the well-being of all young children, particularly the quality of both educational and developmental services for all children ages 8 and under. The NAEYC hosts world’s largest early education conference. The NAEYC also holds an accreditation system by which early childhood education programs can voluntarily measure themselves in terms of educational standards, as well as health and safety standards. Membership includes six electronic issues of their publication Young Children, six print issues of Young Children or five print issues of Teaching Young Children for the Preschool Professional, discounts on NAEYC conferences and seminars, and discounts on books and videos.

National Association of Child Care Professionals (NACCP): The NACCP is an important association for daycare businesses. The NAACP’s focus is on improving, enhancing and strengthening the credibility of leaders in the child care profession by providing membership services and benefits. Memberships include discounts from Child Care Information Exchange like workshops, publications, and online education units. In addition, you will receive discounts on professional training and access to a variety of child care resources

National Association for Family Child Care (NAFCC): the NAFCC is a non-profit organization dedicated to promoting quality child care by strengthening the profession of family child care. The NAFCC sponsors the only nationally recognized Family Child Care Accreditation System. Membership benefits include training and technical support for state and local associations, discounts on conferences, publications, and products, and advocacy.

National Child Care Association (NCCA): The National Child Care Association’s goal is to promote the growth and safeguard the interest of quality early childhood care and education. The NCCAs’ focus is on licensed, private providers of these services. The NCCA is known for its professional development resources.

Canadian Association of Young Children (CAYC): In Canada, The CAYC is a well established national organization which provides a voice for critical issues related to the quality of life for young children and families. It allows early childhood communities to support one another in providing developmentally appropriate programs for young children and creates opportunities for professional development for child care professionals. Members receive Members receive the journal “Children’s Children” twice yearly as well as newsletters and special rates for both national and regional conferences.

Be sure to check for associations at the state or city level. For example, in California you may want to join the California Association for Family childcare (CAFCC). In addition to joining childcare associations, you should be aware of daycare licensing and regulations in your state.

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