marketing for child care agencies

Marketing for Child Care Agencies

Presented by Howard LevyPrincipal, Red Rooster Group


Design for a better world.

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.



Overview

Introduction

1. The Marketing Mindset

2.Marketing Plan Fundamentals

3.Branding

4.Ten Low-cost Marketing Ideas



Introduction

n

Howard Levy, Principal of Red Rooster Group

n

Full-service marketing and design firm

n

Integrated approach

n

Specializing in branding

n

15 years experience working with businesses and nonprofit organizations



1.The Marketing Mindset

1. Facing the competition

2. Embracing change and innovation — your competitive advantage

3. Get enthusiastic about the Marketing Mindset

15



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



Source and Notes on Statistics

• Source: The Children’s Foundation (2002). Child Care Center LicensingStudy 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, includingthose of the provider and any assistants, in the home of the provider or inanother facility, with one or more assistants present for compensation.



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



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.



Embracing Change

Innovation is yourcompetitive advantage.

What will your industry look likein 5 years, in 10 years, in 20?

Dare to re-imagine your business.



“The next big thing iswhatever makes theLast big thing usable.”

Blake Ross, Co-creator of Firefox



The Marketing Mindset

!!!!!Marketing permeates everything you do.

Everyone is involved in marketing.

Your agency is well-oiled marketing machine.



1. Redefining Your Mission

2. Exploring Other Markets

3. Understanding Customer Needs

15Marketing for Child Care Agencies




4. Setting Your Goals

5. Allocating a Budget> EXERCISE: SETTING YOUR GOALS & BUDGET

6. Appointing Your Chief Marketing Officer> HANDOUT: CHIEF MARKETING OFFICER CARD



Chief Marketing Officer1. 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.

> Handout: Sec. 1




7. Developing Your Plan & Selecting Tactics

> MARKETING WORKSHEET

8. Creating Your Message

9.Tracking Responses



Sample Marketing Plan 1Consultant

BRANDING

BROCHURE

WEBSITE

NETWORKING

BUSINESS FORMS

TRADE SHOW

MAILING

ADVERTISING

1Q 2Q 3Q 4Q 1Q 2Q

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



Sample Marketing Plan 2Technology Company

BRANDING

COLLATERAL

EVENT PROMOTION

• PUBLIC RELATIONS

• INVITATION

• ADVERTISING

• ONLINE PROMO.

TRADESHOWS

1Q 2Q 3Q 4Q 1Q 2Q

$13,000 $11,000 $3,800 $1,200 $800 $800

Shared with Partners



Sample Marketing Plan 3Construction Company

IDENTITY & UNIFORMS

VEHICLES

BROCHURE

WEBSITE

LOCAL ADVERTISING

YELLOW PAGES ADV.

1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q

A A A A A AA

B B B BB

Branding $6,000 Logo, Stationery, Signage, UniformsVehicles $1,200 eachBrochure $2,500Brochure $5,000Local Adv $2,000 per yearYellow Pages $10,000 per year



Sample Marketing Plan 4Furniture Showroom

RESEARCH, STRATEGY, LISTS

DIRECT MAIL

OPEN HOUSE PARTY• DM & MEDIA KITS

PUBLIC RELATIONS

IMAGE ADVERTISING

DIRECTORY ADV.

PRODUCT ADVERTISING

SALE ADVERTISING

WEBSITE

3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q

1 2 3 4 5 6 1 2 3 4 5 6

OTHEROTHER

O O O O O O O OOO OHOH O O O O O O O O OO OHOH O

ID ID ID ID ID ID IDID ID ID ID ID ID ID IDID

M M M M M M MM M M M M M M MM

M M IDM M M M IDID

$17,000 PR $3K / Month Adv. $10K / Month$125,000 per year



3.Branding

1.The Benefits of Branding

2. What is Branding?

3. Branding Components

4.The Elements of Branding

5



Benefits of Branding

n Differentiate yourself from your competition

n Demonstrate your benefits

n Create recognition more quickly

n Maximize your marketing effectiveness

n Set foundation for future marketing



Promises+ Experiences

—————————Reputation

What is Branding?



Branding Components



Elements of Branding

Standards of Consistency

n Messagen Positioningn Taglinesn Personalityn Media

n Identity/Logon Typefacesn Colorsn Use of Imagesn Paper System



Ten Low-costMarketing Ideas


1.Open House

5Marketing for Child Care Agencies

n Easiest way to promote your business.

n Inexpensive.

n Provides one-on-one contact.

n Allows viewing of the facility.

n Creates selling opportunity — on site registration

n Immediate response.

n Allows you to get feedback.



2.Referral Coupons

5

R E F E R R A L C O U P O N

$20when you refer someone to

Home Sweet Home Child Care

and they register their child.

Section 8 of the handout and online at www.redroostergroup.com/childcare



3.Business Card

5

Roberta Smith DIRECTOR

123 Main Street, New York, NY 10001Tel: 212-123.4444 • Fax: 212.123.5555

[email protected]



3.Business Card Brochure

Roberta Smith DIRECTOR

123 Main Street, New York, NY 10001Tel: 212-123.4444 • Fax: [email protected]

Open a new world of

learning for your child!Open a new world of

learning for your child!


4.Postcard Mailing

The three essential components of direct mail:

n List is the most important variable 60%

n Offer must be compelling 30%

n Creative (writing / design) 30%

20




Mailing Lists

In-house and Acquiring Listsn The best lists are your own

• Ask for mailing address and emails.• Start a database that is segmented.

n List acquisition• Costs: $100 – $200 / M ($5 – $10 / select)• Costs, Selects, Geography, Recency

n List sources:• Partners / Vendor / Client / Board Member, Association,

List Broker, Catalog Merchant, Magazine Publisher,www.infousa.com

n Keep your list updated by purging old names


Test different offers:n Dollar amount discount ($15 off)n Percent off discount (20% off)n Early bid registration discountn Second child discountn Referral rewardn Longevity rewardn Free gift or premiumn Combined offer

Offers




Creating Your Postcard

n Use a headline that has addresses your audience’s needs.

n Use an evocative graphic that has emotional pull.

n The card should reinforce your branding.

n The purpose of the postcard is to arouse interest and elicit a call — not to sell, so keep it simple.

n Include a “Call to Action” — ask them to call,visit or go to your site.

n Offer an incentive to respond.

n Have a deadline for response to create urgency.



5.Email Marketing

Good for keeping in contact with your audience, registration reminders and referrals.n Lists

• Use your own lists

n Creative• Follow the guidelines for the postcard• Include additional links to you website

n Email Services• Constant Contact (create, send, track)• Monthly Fees: 0 – 50 is FREE

51 – 500 is $15 501 – 2,500 is $30

25

6.Basic Brochure



6. Brochure

The fundamentals of creating your brochure.

n Appeal to your audiences’ needs and desires

n Have an interesting hook and creative design

n Explain why you are different

n Demonstrate what you do

n Show results (testimonials / case studies)

n Explain your process or approach

> Handout: Brochure Message Points (Sec. 7)

25



Brochure Logistics

n Assigning staff or hiring outside help

n Steps in the creative and production process

• Concept, copy, design, production

n Design basics: type, color, images, layout

n Printing

> Handout: Printing Quotes (Sec. 6)

n Seek additional distribution



7. Local Advertising

1. Choosing the right media.

2. Purchasing advertising.

3. Creating your ad.

4. Keys for successful advertising.

15



Choosing theRight Media

CRITERIA

1. Demographics

2. Circulation

3. Frequency

4. Cost

5. Context



Types of Media

n Community Newsletters

n Church Bulletin

n Physicians / Hospital NL

n Local Newspapers

n General Newspapers

n Parenting Publications

n Parenting Guides

n Neighborhood Directories

n Merchant Associations

n Real Estate Packages

n Change of Address Packet

n Radio

n TV

n Cable

n Outdoor & Transit

n Websites & Directories



Purchasing Advertisingn Display, Classified

and Classified Display

n Column Inches

n Media Kit

n Frequency, Circulation,and Demographics

n Rates and Discounts• Col. inches, frequency,

agency discounts, bonuses

n Insertion Order



Creating Your Ad

n Use a headline that has promises the user a benefitn Use an evocative graphic that has emotional pull.n Keep your ad simple with headline, graphic, copy

and “signature” (logo and contact information).n Yellow pages ads should have more information.n For classified ads, use a catchy headline and

write in human terms.n Consider a display classified that has an interesting

photo and design.n Make sure your ad will reproduce well.



Keys to Successful Advertising

n Pick your media carefully.

n Frequency is more important than size.

n Commit to at least 6 insertions.

n Stick to your plan.• Allow for special opportunities,

but don’t be swayed by them.

n Evaluate what is working and what isn’t.



8.Local Events

Participate in local events and distribute flyers locally.

n Schools, churches, community centers,Boys & Girls Clubs, supermarkets, restaurants

n Children’s museums, zoos, etc.

n Events: Street Fairs, school fairs, church events, etc.

n Co-promote with services for parents such as a children’s clothing store.

n Leverage Board contacts and merchants associations

5



9.Referrals from Others

n Use your brochure and business cardbrochure as tools to make it easy forothers to give you referrals

n Ask for referrals

n Get testimonials

n Asking for feedback• On applications• After a semester or year• As follow-up feedback survey

5



10.Website

1. Review of sites• www.tutortime.com

• www.kindercare.com

2. Content

3. Design

20



In the PARENTS section of the website.



Website Process

1. Content (Copy & Artwork)

2. Design

3. Programming

4. Maintenance



Website Content

n About the Center

n Program Details

n Staff

n Facilities

n Map / Directions

n Eligibility

n Application

n Contact

n Online Registration

n Testimonials



Website Design Checklist

nn The design should represent your agency and fit in with the child care category.

nn The site should reinforce your brand and distinguish your agency from your competition.

nn The site should be easy to navigate.

nn The colors should be appropriate and should support the design (such as color coding sections or programs).

nn The type should be simple and easy to read.

nn The photos and artwork should help to tell your story and should have captions.

nn Your site should elicit an emotional response.



Other Marketing Ideas

n Stationeryn Brochuresn Websiten E-mail n CDs & Videos

n Brochuresn Presentationsn Exhibit Displays

n Newslettersn Magazinesn Annual Report

n Directoriesn Recruitment

Ads /Materialsn Premiums

n Direct Mailn Advertisingn Telemarketing

n Facilityn Signagen Uniformsn Name Tagsn Vehicles

n Managementn Staffn Boardn Partnersn Vendorsn Agents

n Eventsn Public Relationsn Media Kitsn White Papersn Articles in

Publicationsn Seminarsn Sponsorships

n Personal Lettersn Thank You Cardsn Holiday Gifts

n Grant Proposalsn Dev. Materials



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

5



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


Branding, design and promotion for

progressive businesses and nonprofits

www.redroostergroup.com/childcare

marketing for child care agencies

Self Improvement