Two-income families have created a competitive market for child care providers, also known as day care businesses. If you love children and want to start this type of small business, you’ll need to find quality clients in order to be successful. There are many ways to attract your ideal target market by creating and implementing an efficient marketing strategy. Use several marketing tools and mediums to get your day care business off the ground.
Target Market
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The target market for a day care business is generally working parents or one-income families that have very active daily routines. Many potential clients look for day care centers that are near schools their other children attend, near their homes or near their jobs. This is because they don’t want a long commute away from their normal travel areas each day. These areas, such as neighborhoods or business parks, are where you’ll want to focus your main marketing efforts.
Marketing and Advertising Tools
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Clearly define your day care’s abilities and features, such as learning programs and an outdoor playground, and then set your daily or hourly rates. Create a promotional letter or brochure that includes this information. Purchase a small ad space in the local parenting magazine to advertise your services, and consider taking out an ad in the local newspaper. Create a website that includes search engine optimization (SEO) terms so parents in your target market can find your day care quickly by ZIP code, neighborhood name or nearby elementary school.
Networking
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Join local parenting organizations, such as the parent-teacher association (PTA) or a local mommy and me club to network with other parents. Attend organized evening or weekend infant classes, such as swim lessons for children, to meet working parents. Talk to local baby boutique store owners to see if you can leave brochures in their stores.
Grand Opening
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Host a grand opening at your day care business. Have treats for both parents and children, such as cookies and lemonade. Feature a storybook reading while another staff member gives a tour of the facilities to show parents how their beloved children will spend their days in your care. Be sure to display any degrees or certifications in visible locations. Consider offering a free "Mother’s Day Out" half-day so that potential clients can try out your services to see how their children do.
