Cd 38 chapter 8 pp.ppt oct 2016

1. Chapter 8:
Marketing your Child Care and
Education Program
Planning and Administering Early Childhood Programs
Tenth Edition
Nancy Freeman
Celia A. Decker
John R. Decker
Prepared by:
Nancy K. FreemanHolmes
Kris Curtis
Adapted by: Katy Kelley

2. Freeman/Decker/Decker, Planning and Administering Early Childhood Programs, 10e
© 2012, 2008, 2005, 2001, 1995 by Pearson Education, Inc. All Rights Reserved
8-2
Marketing – it’s much more
than advertising
Marketing includes:
• the type of services that you offer
• deciding what clients you plan to serve
• customer satisfaction
• your program’s public image

3. Freeman/Decker/Decker, Planning and Administering Early Childhood Programs, 10e
© 2012, 2008, 2005, 2001, 1995 by Pearson Education, Inc. All Rights Reserved
Opening Reflection
• When considering marketing my program,
what comes to mind?
• The thought of promoting myself and my
program, makes me feel…………………………
8-3

4. Freeman/Decker/Decker, Planning and Administering Early Childhood Programs, 10e
© 2012, 2008, 2005, 2001, 1995 by Pearson Education, Inc. All Rights Reserved
8-4
Perception is Reality
•What do your clients perceive as your
most important purpose?
○Do they think your program’s curriculum
prepares children for school?
○Do they view your purpose as keeping
children safe and happy during the work
day?

5. Freeman/Decker/Decker, Planning and Administering Early Childhood Programs, 10e
© 2012, 2008, 2005, 2001, 1995 by Pearson Education, Inc. All Rights Reserved
8-5
Making a First Impression
Be intentional
• What image do you want to project to children and
families?
• What design elements help you meet program
goals?
• What design features could make it difficult to
meet the needs of children and families?

6. Freeman/Decker/Decker, Planning and Administering Early Childhood Programs, 10e
© 2012, 2008, 2005, 2001, 1995 by Pearson Education, Inc. All Rights Reserved
8-6
Deliver the Services You Promise!
• The most important element of marketing is to
actually deliver the high quality services you have
promised
• Under Promise & Over Deliver
○ It is better to exceed expectations than to fail to live
up to them

7. Freeman/Decker/Decker, Planning and Administering Early Childhood Programs, 10e
© 2012, 2008, 2005, 2001, 1995 by Pearson Education, Inc. All Rights Reserved
8-7
Developing a Marketing Plan
Identify . . .
• your program’s mission
• your specific objectives
• current strengths and vulnerabilities
• the specific potential clients you hope to reach
• the needs of those specific clients
• how you will describe your services to the clients
you hope to attract

8. Freeman/Decker/Decker, Planning and Administering Early Childhood Programs, 10e
© 2012, 2008, 2005, 2001, 1995 by Pearson Education, Inc. All Rights Reserved
8-8
Internal vs. External Marketing
• Internal marketing strategies: How you go about
meeting the needs of the families that you currently
serve.
• External marketing strategies: The techniques you
use to attract new customers to your center.

9. Freeman/Decker/Decker, Planning and Administering Early Childhood Programs, 10e
© 2012, 2008, 2005, 2001, 1995 by Pearson Education, Inc. All Rights Reserved
8-9
Examples of Internal Marketing
•Welcome families at all times
•Invite feedback
•Respond positively to suggestions
•Include parents on field trips
•Display photos of children at play
•Have evening family events
•Hold regular parent conferences

10. Freeman/Decker/Decker, Planning and Administering Early Childhood Programs, 10e
© 2012, 2008, 2005, 2001, 1995 by Pearson Education, Inc. All Rights Reserved
8-10
Examples of External Marketing
• Develop a relationship with your local Child Care
Resource & Referral (CCR&R)
• Develop business cards, outdoor signs, printed t-
shirts/ tote bags etc. with your logo
• Use local news media to highlight unique events
• Develop an effective & accurate website
• Participate in local parades, volunteer for a
community fund raising event

11. Freeman/Decker/Decker, Planning and Administering Early Childhood Programs, 10e
© 2012, 2008, 2005, 2001, 1995 by Pearson Education, Inc. All Rights Reserved
Video Clip-Community Child Care Marketing
8-11

12. Freeman/Decker/Decker, Planning and Administering Early Childhood Programs, 10e
© 2012, 2008, 2005, 2001, 1995 by Pearson Education, Inc. All Rights Reserved
8-12
Guidelines for Print Media
•Use an easy to read font.
•Use no more than 3 fonts on any document.
•Put your logo on everything you distribute.
•Carefully proofread for clarity and accuracy.
•Use meaningful headings to attract the
reader’s attention.

13. Freeman/Decker/Decker, Planning and Administering Early Childhood Programs, 10e
© 2012, 2008, 2005, 2001, 1995 by Pearson Education, Inc. All Rights Reserved
8-13
Content to Include in a Brochure or
Flyer
• Location and contact information
• Hours/ Days of operation
• Brief summary of your program benefits
• Unique services for children & families
(i.e., what sets you apart)

14. Freeman/Decker/Decker, Planning and Administering Early Childhood Programs, 10e
© 2012, 2008, 2005, 2001, 1995 by Pearson Education, Inc. All Rights Reserved
8-14
Questions to Keep in Mind
•What image of the program do you want to
convey?
•What information is most important to
attract the clients you are trying to attract
or maintain?

15. Freeman/Decker/Decker, Planning and Administering Early Childhood Programs, 10e
© 2012, 2008, 2005, 2001, 1995 by Pearson Education, Inc. All Rights Reserved
Video Clip-Child Care Brochure
8-15

16. Freeman/Decker/Decker, Planning and Administering Early Childhood Programs, 10e
© 2012, 2008, 2005, 2001, 1995 by Pearson Education, Inc. All Rights Reserved
8-16
Truly Effective Marketing
•Focuses on the unique strengths of your
program.
•Focuses efforts on service delivery, not catchy
advertising campaigns.

17. Freeman/Decker/Decker, Planning and Administering Early Childhood Programs, 10e
© 2012, 2008, 2005, 2001, 1995 by Pearson Education, Inc. All Rights Reserved
Follow-up
• Review the entire module and then complete
the weekly discussion/exercise (under
discussions).
• Please let me know if you have any
questions!
8-17