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

1. Marketing for
Child Care Agencies
Presented by Howard Levy
Principal, Red Rooster Group

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. Marketing for Child Care Agencies
Overview
Introduction
1. The Marketing Mindset
2. Marketing Plan Fundamentals
3. Branding
4.Ten Low-cost Marketing Ideas
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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
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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
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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
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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.
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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
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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.
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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.
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11. Marketing for Child Care Agencies
“The next big thing is
whatever makes the
Last big thing usable.”
Blake Ross, Co-creator of Firefox
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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.
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13. Marketing for Child Care Agencies
15
2. Marketing Plan Fundamentals
1. Redefining Your Mission
2. Exploring Other Markets
3. Understanding
Customer Needs
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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
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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.
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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
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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
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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
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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
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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
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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
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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
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23. Marketing for Child Care Agencies
What is Branding?
Promises
+ Experiences
—————
————
Reputation
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24. Marketing for Child Care Agencies
Branding Components
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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
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26. Marketing for Child Care Agencies
Ten Low-cost
Marketing Ideas
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27. Marketing for Child Care Agencies
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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.
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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
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29. Marketing for Child Care Agencies
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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
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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. Marketing for Child Care Agencies
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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%
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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
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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
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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.
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35. Marketing for Child Care Agencies
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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
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36. Marketing for Child Care Agencies
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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)
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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
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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.
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39. Marketing for Child Care Agencies
Choosing the
Right Media
CRITERIA
1. Demographics
2. Circulation
3. Frequency
4. Cost
5. Context
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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
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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
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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.
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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.
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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
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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. Marketing for Child Care Agencies
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10.Website
1. Review of sites
• www.tutortime.com
• www.kindercare.com
2. Content
3. Design
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47. Marketing for Child Care Agencies
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48. Marketing for Child Care Agencies
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49. Marketing for Child Care Agencies
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50. Marketing for Child Care Agencies
In the PARENTS section of the website.
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51. Marketing for Child Care Agencies
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52. Marketing for Child Care Agencies
Website Process
1. Content (Copy & Artwork)
2. Design
3. Programming
4. Maintenance
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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
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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. 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
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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
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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
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58. Design for a better world.
Branding, design and promotion for
progressive businesses and nonprofits
www.redroostergroup.com/childcare