When customers are facing job loss or tighter budgets, prospects are attempting to negotiate tuition fees, and subsidies are being cut, smart child care managers are studying the essential moves directors must take to increase and retain enrollment despite the volatile economy. Instead of using a tough economy as a reason enrollment drops, they…

Discusses how child care center directors can educate target audiences about their centers. Target audiences include prospective customers; current customers; referral sources such as public schools, pediatricians, legislators and licensing personnel, the media, and corporations; colleagues; the general public; and competitors. Suggests delivering…

Discusses factors to consider when developing marketing strategies for building enrollment in child care programs. Factors are (1) focus on a market; (2) the impression of the service that is created in customers' minds; (3) the urgency of the advertising message; (4) perceived value of the service; and (5) cost effectiveness. (SM)

Describes a follow-up program for enrolling day care center prospects. Follow-up within the center utilizes contact management software and a prospect profile system to record information about potential customers. External follow-up includes a telephone call to confirm an appointment to the center or to provide additional information to the…

Provides suggestions for effective web site marketing for child care and early education programs. Includes key considerations in designing a web site, specific elements that cause visitors to stay on and return to the site, use of interactive sites, web-site updating and revision, and use of traditional marketing activities to direct prospective…

Discusses relationship marketing as a technique for successful enrollment building. Describes components of relationship marketing: (1) ethical delivery of the promised program and making delivery evident to parents; (2) flexibility in programming to meet parents' needs; (3) attention to parents to make them feel special; (4) effective…

Branding in the early child care and education marketplace is very similar to branding on the farm. It refers to the specific image the company develops and promotes to make services unique, recognizable, and memorable in the minds of prospects and customers. This article discusses how to establish a niche in a business, develop a brand, and…