Marketing For Child Care Agencies

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Presentation to help child care agencies learn to market themselves in the face of diminishing government grants.

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Marketing For Child Care Agencies

  1. 1. Marketing for Child Care Agencies Presented by Howard Levy Principal, Red Rooster Group
  2. 2. Marketing for Child Care Agencies Objectives of the Presentation 1. Get you thinking about taking marketing seriously. 2. Introduce you to marketing concepts. 3. Provide you with some specific tools to use immediately. Design for a better world.
  3. 3. Marketing for Child Care Agencies Overview Introduction 1. The Marketing Mindset 2. Marketing Plan Fundamentals 3. Branding 4.Ten Low-cost Marketing Ideas Design for a better world.
  4. 4. Marketing for Child Care Agencies Introduction Howard Levy, Principal of Red Rooster Group Full-service marketing and design firm Integrated approach Specializing in branding 15 years experience working with businesses and nonprofit organizations Design for a better world.
  5. 5. Marketing for Child Care Agencies 15 1. The Marketing Mindset 1. Facing the competition 2. Embracing change and innovation — your competitive advantage 3. Get enthusiastic about the Marketing Mindset Design for a better world.
  6. 6. Marketing for Child Care Agencies Competition How many child care programs were licensed or regulated in 2002? Total Number of Licensed Centers 113,298 Total Number of Regulated Small Family Child Care Homes 262,327 Total Number of Regulated Group Family Child Care Homes 44,473 Total Number of Licensed or Regulated Programs 420,098 Design for a better world.
  7. 7. Marketing for Child Care Agencies Source and Notes on Statistics • Source: The Children’s Foundation (2002). Child Care Center Licensing Study and Family Child Care Licensing Study • Includes data from the 50 states, DC, Puerto Rico, and the Virgin Islands. • A small family child care home is defined as a child care arrangement in which up to six children, including those of the caregiver under age six, are cared for in the home of the provider for compensation. • A large family child care home is defined as a child care arrangement in which a provider generally cares for seven to twelve children, including those of the provider and any assistants, in the home of the provider or in another facility, with one or more assistants present for compensation. Design for a better world.
  8. 8. Marketing for Child Care Agencies Competition How many children, ages three and four, are enrolled in early childhood education programs? 54.6% of children ages three and four were enrolled in a center-based early childhood program in 2001. 43% of three-year-olds 66.2% of four-year-olds Design for a better world.
  9. 9. Marketing for Child Care Agencies Source and Notes on Statistics • Source: U.S. Department of Education, NCES, National Household Education Surveys Program (NHES), Parent Interview survey • Estimate is based on children who had not entered kindergarten. Center-based programs include child care centers, Head Start, preschool, nursery school, prekindergarten, and other early childhood programs. Design for a better world.
  10. 10. Marketing for Child Care Agencies Embracing Change Innovation is your competitive advantage. What will your industry look like in 5 years, in 10 years, in 20? Dare to re-imagine your business. Design for a better world.
  11. 11. Marketing for Child Care Agencies “The next big thing is whatever makes the Last big thing usable.” Blake Ross, Co-creator of Firefox Design for a better world.
  12. 12. Marketing for Child Care Agencies The Marketing Mindset !!!!! Marketing permeates everything you do. Everyone is involved in marketing. Your agency is well-oiled marketing machine. Design for a better world.
  13. 13. Marketing for Child Care Agencies 15 2. Marketing Plan Fundamentals 1. Redefining Your Mission 2. Exploring Other Markets 3. Understanding Customer Needs Design for a better world.
  14. 14. Marketing for Child Care Agencies 2. Marketing Plan Fundamentals 4. Setting Your Goals 5. Allocating a Budget > EXERCISE: SETTING YOUR GOALS & BUDGET 6. Appointing Your Chief Marketing Officer > HANDOUT: CHIEF MARKETING OFFICER CARD Design for a better world.
  15. 15. Marketing for Child Care Agencies Chief Marketing Officer > Handout: Sec. 1 1. Oversees all aspects of marketing, communications and branding for the agency. 2. Sets the marketing goals and creates the marketing plan. 3. Identifies new market opportunities and develops new services. 4. Creates or supervises the creation of the marketing materials. 5. Acts as the key brand champion to promote agency internally and externally. 6. Provides marketing and communications leadership and support throughout the agency. 7. Ensures that key messages are communicated effectively. 8. Ensures that all marketing materials convey a consistent look and message. 9. Is accountable for monitoring results of marketing program to see that objectives are met. Design for a better world.
  16. 16. Marketing for Child Care Agencies 2. Marketing Plan Fundamentals 7. Developing Your Plan & Selecting Tactics > MARKETING WORKSHEET 8. Creating Your Message 9. Tracking Responses Design for a better world.
  17. 17. Marketing for Child Care Agencies Sample Marketing Plan 1 Consultant 1Q 2Q 3Q 4Q 1Q 2Q BRANDING BROCHURE WEBSITE NETWORKING BUSINESS FORMS TRADE SHOW MAILING ADVERTISING A A A A A A A A A A A A A B B B B B B $5,000 $5,000 $2,400 $4,300 $1,500 $1,200 Design for a better world.
  18. 18. Marketing for Child Care Agencies Sample Marketing Plan 2 Technology Company 1Q 2Q 3Q 4Q 1Q 2Q BRANDING COLLATERAL EVENT PROMOTION • PUBLIC RELATIONS • INVITATION • ADVERTISING • ONLINE PROMO. TRADESHOWS $13,000 $11,000 $3,800 $1,200 $800 $800 Shared with Partners Design for a better world.
  19. 19. Marketing for Child Care Agencies Sample Marketing Plan 3 Construction Company 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q IDENTITY & UNIFORMS VEHICLES BROCHURE WEBSITE LOCAL ADVERTISING A A A A A A A B B B B B YELLOW PAGES ADV. Branding $6,000 Logo, Stationery, Signage, Uniforms Vehicles $1,200 each Brochure $2,500 Brochure $5,000 Local Adv $2,000 per year Yellow Pages $10,000 per year Design for a better world.
  20. 20. Marketing for Child Care Agencies Sample Marketing Plan 4 Furniture Showroom 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q RESEARCH, STRATEGY, LISTS DIRECT MAIL OPEN HOUSE PARTY • DM & MEDIA KITS PUBLIC RELATIONS IMAGE ADVERTISING ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID M M M M M M M M M M M M M M M M O O H O O O O O O O H O O O O O O H O O O O O O O H O O O DIRECTORY ADV. 1 2 3 4 5 6 1 2 3 4 5 6 PRODUCT ADVERTISING M M ID M OTHER M M ID M ID OTHER SALE ADVERTISING WEBSITE $125,000 per year $17,000 PR $3K / Month Adv. $10K / Month Design for a better world.
  21. 21. Marketing for Child Care Agencies 5 3. Branding 1. The Benefits of Branding 2. What is Branding? 3. Branding Components 4. The Elements of Branding Design for a better world.
  22. 22. Marketing for Child Care Agencies Benefits of Branding I Differentiate yourself from your competition I Demonstrate your benefits I Create recognition more quickly I Maximize your marketing effectiveness I Set foundation for future marketing Design for a better world.
  23. 23. Marketing for Child Care Agencies What is Branding? Promises + Experiences ————— ———— Reputation Design for a better world.
  24. 24. Marketing for Child Care Agencies Branding Components Design for a better world.
  25. 25. Marketing for Child Care Agencies Elements of Branding I Message I Identity/Logo I Positioning I Typefaces I Taglines I Colors I Personality I Use of Images I Media I Paper System Standards of Consistency Design for a better world.
  26. 26. Marketing for Child Care Agencies Ten Low-cost Marketing Ideas Design for a better world.
  27. 27. Marketing for Child Care Agencies 5 1. Open House I Easiest way to promote your business. I Inexpensive. I Provides one-on-one contact. I Allows viewing of the facility. I Creates selling opportunity — on site registration I Immediate response. I Allows you to get feedback. Design for a better world.
  28. 28. Marketing for Child Care Agencies 5 2. Referral Coupons L C O U P O N R E F E R R A 20 ne to when you refer someo Child Care Home Sweet Home $ and they register their child. Section 8 of the handout and online at www.redroostergroup.com/childcare Design for a better world.
  29. 29. Marketing for Child Care Agencies 5 3. Business Card Roberta Smith DIRECTOR 123 Main Street, New York, NY 10001 Tel: 212-123.4444 • Fax: 212.123.5555 www.homesweethome.com roberta@homesweethome.com Design for a better world.
  30. 30. Marketing for Child Care Agencies 3. Business Card Brochure rld of Open a new wo r child! u learning for yo Roberta Smith DIRECTOR 123 Main Street, New York, NY 10001 Tel: 212-123.4444 • Fax: 212.123.5555 www.homesweethome.com roberta@homesweethome.com Design for a better world.
  31. 31. Marketing for Child Care Agencies 20 4. Postcard Mailing The three essential components of direct mail: I List is the most important variable 60% I Offer must be compelling 30% I Creative (writing / design) 30% Design for a better world.
  32. 32. Marketing for Child Care Agencies Mailing Lists In-house and Acquiring Lists I The best lists are your own • Ask for mailing address and emails. • Start a database that is segmented. I List acquisition • Costs: $100 – $200 / M ($5 – $10 / select) • Costs, Selects, Geography, Recency I List sources: • Partners / Vendor / Client / Board Member, Association, List Broker, Catalog Merchant, Magazine Publisher, www.infousa.com I Keep your list updated by purging old names Design for a better world.
  33. 33. Marketing for Child Care Agencies Offers Test different offers: I Dollar amount discount ($15 off) I Percent off discount (20% off) I Early bid registration discount I Second child discount I Referral reward I Longevity reward I Free gift or premium I Combined offer Design for a better world.
  34. 34. Marketing for Child Care Agencies Creating Your Postcard I Use a headline that has addresses your audience’s needs. I Use an evocative graphic that has emotional pull. I The card should reinforce your branding. I The purpose of the postcard is to arouse interest and elicit a call — not to sell, so keep it simple. I Include a “Call to Action” — ask them to call, visit or go to your site. I Offer an incentive to respond. I Have a deadline for response to create urgency. Design for a better world.
  35. 35. Marketing for Child Care Agencies 25 5. Email Marketing Good for keeping in contact with your audience, registration reminders and referrals. I Lists • Use your own lists I Creative • Follow the guidelines for the postcard • Include additional links to you website I Email Services • Constant Contact (create, send, track) • Monthly Fees: 0 – 50 is FREE 51 – 500 is $15 501 – 2,500 is $30 Design for a better world.
  36. 36. Marketing for Child Care Agencies 25 6. Brochure 6. Basic Brochure The fundamentals of creating your brochure. I Appeal to your audiences’ needs and desires I Have an interesting hook and creative design I Explain why you are different I Demonstrate what you do I Show results (testimonials / case studies) I Explain your process or approach > Handout: Brochure Message Points (Sec. 7) Design for a better world.
  37. 37. Marketing for Child Care Agencies Brochure Logistics I Assigning staff or hiring outside help I Steps in the creative and production process • Concept, copy, design, production I Design basics: type, color, images, layout I Printing > Handout: Printing Quotes (Sec. 6) I Seek additional distribution Design for a better world.
  38. 38. Marketing for Child Care Agencies 15 7. Local Advertising 1. Choosing the right media. 2. Purchasing advertising. 3. Creating your ad. 4. Keys for successful advertising. Design for a better world.
  39. 39. Marketing for Child Care Agencies Choosing the Right Media CRITERIA 1. Demographics 2. Circulation 3. Frequency 4. Cost 5. Context Design for a better world.
  40. 40. Marketing for Child Care Agencies Types of Media I Community Newsletters I Merchant Associations I Church Bulletin I Real Estate Packages I Physicians / Hospital NL I Change of Address Packet I Local Newspapers I Radio I General Newspapers I TV I Parenting Publications I Cable I Parenting Guides I Outdoor & Transit I Neighborhood Directories I Websites & Directories Design for a better world.
  41. 41. Marketing for Child Care Agencies Purchasing Advertising I Display, Classified and Classified Display I Column Inches I Media Kit I Frequency, Circulation, and Demographics I Rates and Discounts • Col. inches, frequency, agency discounts, bonuses I Insertion Order Design for a better world.
  42. 42. Marketing for Child Care Agencies Creating Your Ad I Use a headline that has promises the user a benefit I Use an evocative graphic that has emotional pull. I Keep your ad simple with headline, graphic, copy and “signature” (logo and contact information). I Yellow pages ads should have more information. I For classified ads, use a catchy headline and write in human terms. I Consider a display classified that has an interesting photo and design. I Make sure your ad will reproduce well. Design for a better world.
  43. 43. Marketing for Child Care Agencies Keys to Successful Advertising I Pick your media carefully. I Frequency is more important than size. I Commit to at least 6 insertions. I Stick to your plan. • Allow for special opportunities, but don’t be swayed by them. I Evaluate what is working and what isn’t. Design for a better world.
  44. 44. Marketing for Child Care Agencies 5 8. Local Events Participate in local events and distribute flyers locally. I Schools, churches, community centers, Boys & Girls Clubs, supermarkets, restaurants I Children’s museums, zoos, etc. I Events: Street Fairs, school fairs, church events, etc. I Co-promote with services for parents such as a children’s clothing store. I Leverage Board contacts and merchants associations Design for a better world.
  45. 45. Marketing for Child Care Agencies 5 9. Referrals from Others I Use your brochure and business card brochure as tools to make it easy for others to give you referrals I Ask for referrals I Get testimonials I Asking for feedback • On applications • After a semester or year • As follow-up feedback survey Design for a better world.
  46. 46. Marketing for Child Care Agencies 20 10.Website 1. Review of sites • www.tutortime.com • www.kindercare.com 2. Content 3. Design Design for a better world.
  47. 47. Marketing for Child Care Agencies Design for a better world.
  48. 48. Marketing for Child Care Agencies Design for a better world.
  49. 49. Marketing for Child Care Agencies Design for a better world.
  50. 50. Marketing for Child Care Agencies In the PARENTS section of the website. Design for a better world.
  51. 51. Marketing for Child Care Agencies Design for a better world.
  52. 52. Marketing for Child Care Agencies Website Process 1. Content (Copy & Artwork) 2. Design 3. Programming 4. Maintenance Design for a better world.
  53. 53. Marketing for Child Care Agencies Website Content I About the Center I Eligibility I Program Details I Application I Staff I Contact I Facilities I Online Registration I Map / Directions I Testimonials Design for a better world.
  54. 54. Marketing for Child Care Agencies Website Design Checklist I The design should represent your agency and fit in with the child care category. I The site should reinforce your brand and distinguish your agency from your competition. I The site should be easy to navigate. I The colors should be appropriate and should support the design (such as color coding sections or programs). I The type should be simple and easy to read. I The photos and artwork should help to tell your story and should have captions. I Your site should elicit an emotional response. Design for a better world.
  55. 55. Marketing for Child Care Agencies Other Marketing Ideas I Management I Facility I Events I Staff I Signage I Direct Mail I Public Relations I Board I Advertising I Uniforms I Media Kits I Partners I Telemarketing I Name Tags I White Papers I Vendors I Vehicles I Articles in I Agents I Brochures Publications I Seminars I Presentations I Grant Proposals I Stationery I Sponsorships I Exhibit Displays I Dev. Materials I Brochures I Website I E-mail I Directories I Newsletters I Personal Letters I Recruitment I CDs & Videos I Magazines I Thank You Cards Ads /Materials I Annual Report I Holiday Gifts I Premiums Design for a better world.
  56. 56. Marketing for Child Care Agencies 5 Wrap Up Embrace the Marketing Mindset • Ask your customers what they need • Adapt to new changes and innovate! Create a Realistic Plan • Use as many tactics as possible • Follow through with your plan Get Feedback • Track your results • Adjust your plan Design for a better world.
  57. 57. Marketing for Child Care Agencies Handout 1. Chief Marketing Officer Job Description 2. Exercise: Setting Your Goals & Budget 3. Establishing Your Brand 4. Marketing Tactics Worksheet 5. Marketing Timeline 6. Printing Prices 7. Brochure Message Points 8. Referral Coupon 9. Marketing Resources 10. Nonprofit Resources, Books Design for a better world.
  58. 58. Design for a better world. Branding, design and promotion for progressive businesses and nonprofits www.redroostergroup.com/childcare

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