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Create a Presence! Make Yourself Known!
Every enrolled child brings income to your business and getting children enrolled requires getting the word out about your services. Marketing can be lots of fun! It includes developing a brand or logo for your business and sharing information that lets parents know that your program exists and what makes it unique. Maintain a presence… even when you’re full is important – having a wait list is a great thing!
Marketing information may include:
- Program Name
- Program Philosophy
- Location
- Special program elements:
i.e. bilingual program, program enrichment activities
- Teacher Certifications
- Program Accreditation
- Professional Associations
i.e. Member of Child Development Council Early Childhood Business Alliance, NAEYC, Zero to Three, other
Key messages:
- How will your program help parent/guardians solve their need for reliable, quality early care and education?
- In the past stating your educational philosophy was a most essential talking point, however since the pandemic, an emphasis on health and safety practices has taken precedent. Be sure to address prospective families concerns and needs in your marketing plan. You may want to note that you follow CDC and Department of health guidelines. Parents also seek information about what are you doing everyday to address children’s mental health.
- Identify any specific philosophy or approach that will be modeled and if there is any unique twist being offered that distinguishes this family, group family, child care center or school-age program from others that may be nearby.
- Program vision and goals for children
Include information about special characteristics of the program; if it is bilingual, offers creative arts or music, for example.
- Are the parent participation requirements? How are parents and guardians invited to partner in their child’s care, learn about child development or meet other parents in the community?
Choosing a Business Name
The name you choose for your business can tell a lot about you and may your program standout. Choosing a name that is descriptive helps distinguish your program from the start. You can use your own name, or a created name (“trade” name). Some names identify the area in town where care is provided, identifies the program philosophy or the age of children served, like Main Street Early Care & Education. If you use a trade name, it needs to not be in use by anyone else in New York. Visit the NYS name reservation page at https://www.businessexpress.ny.gov/app/answers/cms/a_id/3414 to see if the name you’d like to use is available or you can do this in person when you go to file your form.
Creating a brand for your business includes your business name, business logo and use of consistent fonts and colors. After deciding on a name, start thinking about what design will become your logo – you’ll need all this for advertising. If you need some ideas, look around as you go, give yourself some time to think about it… Color schemes can be found on houses, other advertising, within templates in computer programs and online at https://coolors.co/. Similarly if you are inspired, draw your own graphic, use clip art as a base, or get help online at https://hatchful.shopify.com.
Business Name Registration and “DBA”
If you are using a trade name for your program, you will need to register as “Doing Business As” (DBA) with NY State at a county office in your county of residence. (If using your own name for your business name, you do not need to register a DBA). Having a DBA will enable you to accept tuition payments under your program name.
Tompkins County
Forms and fees must be filed in persona and can be found at http://tompkinscountyny.gov/cclerk/buscerts. Assumed name (DBA) information is contained within each of these forms. The Tompkins County filing fee is $25.
Tompkins County Clerk
320 North Tioga Street
Ithaca, NY 14850
(607) 274-5431
Cortland County
Business certificates can be found at https://www.cortland-co.org/174/Doing-Business-Corporations-Business-For
You can search online to see if your business name is in use (https://www.cortland-co.org/659/Search-Public-Records) and go into the office to make payment.
The Cortland County filing fee is $30.
Cortland County Clerk
46 Greenbush St., Suite 105
Cortland, NY 13045
(607) 753-5021
Getting Your Message Out
- Develop an Elevator Pitch
An elevator pitch is named such because it is meant to provide an overview of your business in the time that it takes to complete an elevator ride. It is one of the simplest and most powerful marketing tools at your disposal. An elevator speech goes beyond sharing what you do and is designed to have prospective parents wanting to learn more. Components of an elevator speech includes information about who you are, what you offer, what problem you solve, what distinguishes your program from other child care businesses. Once your pitch is done, you can provide a call to action by providing your business card letting the listener know information about your program can be found online.
- Good ol’ informational brochures, flyers, postcards
When deciding between different providers in the area, it can be helpful to have something to refer back to. Quick and simple designs can be created from word processing programs such as Open Office or Microsoft Word, or by using a design platform like Canva.
The Human Services Coalition maintains a media contact list for Tompkins County that can be used as a starting place for your announcements.
- Place an on-going ad in the local newspaper
Choose the local parent-child newspaper if there is one!
The Pennysaver can be a great place for ads too.
Ads don’t have to be big or costly – a business card sized ad or a simple classified ad helps to maintain a presence and keep your program in mind.
- Create a Facebook page
Facebook offers great perks when it comes to communicating with families: you can share specific information about your program, including pictures of your environment/home/staff. You can share videos of how you implement specific policies and procedures or create a virtual tour or facebook live events for prospective and or current families. With permission, you can post pictures of activities and children in your care.
- Advertise on Google
Consider putting your program in google maps, so when families search for childcare online, you are there. You don’t need to put your exact address in. Add a pin in your zip code or a few streets from your actual address to give a general idea of your location. You can also create a google profile so that when families are looking they can see what you offer.
- Maintain a business website
Having a URL these days is almost as important as having a physical address. Your website provides information about your program 24/7. Your site can include pictures of the space, enrollment information and a way to contact you about visiting or getting on your waitlist.
- Email and phone calls
Be sure to follow up on any word-of mouth referrals or inquiries you receive in a timely manner!
One of the most significant benefits of email is the possibility for continuous communication. You can also include links, pictures, send calendar reminders and follow up. Plus all your contacts are saved in your email. Although telephone calls might be seen out of date, this old school medium of communication brings to the forefront what child-care is all about, relationships. Direct contact through emails and calls gives you the opportunity to tailor your response and provide more complete information to interested families.
- Word of mouth
Nothing beats this personal touch.
Ask your families for testimonials that you can share on your site or brochure. Ask current parents to tell their friends about your program, especially when you have openings. When there aren’t openings, their child’s tshirt brandishing your logo will help!
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