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6 Unique Child Care Marketing Strategies to Grow Your Center


In the fast-paced and competitive landscape of childcare, marketing has become an essential tool for success. With numerous childcare centers vying for the attention of families, it’s crucial for your business to stand out and convey the unique benefits and value it offers. Effective marketing strategies not only help you reach your target audience but also build brand recognition, establish trust, and attract new families to your center. 

In this blog, we will delve into the world of childcare marketing, exploring innovative strategies and practical tips to help you position your business for growth and success. 

1. Build a Network of Advocates Through a Parent Referral Program

Parents place great importance on recommendations from friends, family, and trusted sources when it comes to choosing a childcare center for their child. By encouraging satisfied parents to share their positive experiences, you can leverage the power of word-of-mouth marketing to attract new families, build trust, and establish your center as a preferred choice in the community.

Some things to consider while creating your parent referral program:

  • Provide Shareable Resources: Make it easy for parents to refer others by providing them with shareable resources like brochures, digital materials, or referral cards. Ensure that these resources highlight the unique features and benefits of your childcare center.
  • Incentivize Your Program: Offer a “Refer a Friend, Win a Family Adventure” program where parents who refer new families have a chance to win a family day trip, zoo tickets, or other exciting experiences. You can also consider rewards such as discounts on tuition fees and free enrichment classes. Make the incentives compelling enough to motivate parents to actively participate in the referral program.
  • Promote Your Referral Program: Utilize your website, social media platforms, newsletters, and direct communication with parents to create awareness. Clearly and compellingly explain the benefits of participating in the program, highlighting the rewards and incentives they can earn. Provide a step-by-step explanation of how the program works, making it easy for parents to understand and take action. 

If this has got you thinking, we have curated customisable email templates here that could help you kickstart your referral program. Use these templates to send out emails introducing your referral program to parents. 

Unlock the Power of Referrals: Get Our Customizable Email Templates Now!

2. Build Trust with Parent Testimonial Videos

This one is very closely related to the Parent Referral Program, and in fact, is a consequential next step too!

To gather genuine testimonials, connect with parents who are willing to share their positive experiences at your center. Utilize opportunities like parent-teacher meetings to capture their testimonials. Additionally, consider organizing a dedicated session with your parent advisory committee or a similar group, where members can openly share their experiences and provide testimonials.

These testimonials can be a simple quote with their picture, or the most ideal way – videos!! 

Mind you, you don’t need fancy video production – a simple video recorded over the phone makes it real, authentic and bang on point. Make sure to record these videos in your childcare center’s setting.

Once you have collected these parent  testimonials, next comes distributing these on leverage various platforms such as your website, social media channels, and email newsletters to share these videos. You can also put these up at your school reception, or showcase these during school open days.

By doing so, you can reach a broader audience and showcase the positive impact your childcare center has on families.

Remember, authentic parent testimonials from satisfied parents serve as powerful social proof and can greatly influence potential families in their decision-making process.

Here are some examples of well-done parent testimonials by childcare centers you can draw inspiration from:

3. Create an Online Child Care Resource Hub

Your website is a very potent source for getting admission inquiries as well as brand recognition.

But simply having a website is not enough – you need to bring traffic to it!

And here comes the idea – ‘Childcare Resources Hub’.

Enhance your website by developing an online childcare resource hub that serves as a valuable information and support hub for parents. This comprehensive resource hub will provide a wealth of content, tools, and resources to assist parents in their parenting journey. 

Here’s how you can make your childcare resource hub truly impactful:

Age-Specific Developmental Guides

Offer detailed developmental guides tailored to different age groups, providing parents with insights into different aspects of their child’s growth – from milestones, cognitive development, to social-emotional skills, and more. These guides will help parents to understand and support their child’s development effectively.

Make sure to always mention the details of your childcare center in all these guides.

Educational Activities

Curate a collection of educational activities, games, and crafts that parents can engage in with their children. These activities can be designed to promote learning, creativity, problem-solving, and physical development. Include clear instructions, materials lists, and age recommendations for each activity.

Again, ensure to showcase your childcare center’s logo and details at all places.

Parenting Guides

Provide informative parenting guides that cover a range of topics, such as positive discipline techniques, fostering healthy habits, managing screen time, and promoting emotional well-being. These guides should offer practical tips and strategies that parents can implement in their daily lives.

Expert Interviews and Articles:

Invite experts in child development, early education, and parenting to contribute articles or participate in interviews. Share their insights, advice, and research-based tips on various parenting and childcare topics through your blogs, notices, and newsletters. 

By developing an online childcare resource hub, you position your center as a trusted authority and invaluable support system for parents. This resource-rich platform will not only attract and engage parents but also foster a sense of community, loyalty, and ongoing collaboration with your childcare center.

Download this article in a PDF format and share it with your team!

4. Stand Apart By Hosting Unique Enrollment Events

Almost every childcare center hosts an Open event.

But not everyone tries to make it memorable.

By hosting unique enrollment events, you have the opportunity to create an unforgettable and immersive experience for prospective parents, giving them a firsthand glimpse into the strengths and highlights of your childcare center. It’s essential to prioritize fun and interactivity during these events, as it not only keeps parents engaged but also sets your center apart from the competition. 

Here are some ideas on how you can host unique enrollment events for your childcare center:

Nature Adventure Day: Organize an outdoor adventure day where families can explore nature together. Set up activity stations such as nature walks, scavenger hunts, or gardening workshops. Highlight the importance of outdoor play and connect it to your center’s curriculum and philosophy.

Make sure to use your center’s brand at all possible avenues – be it brochures, flex or anything else used during the event.

Sensory Exploration Fair: Create a sensory-rich fair where children can engage in hands-on activities that stimulate their senses. Set up sensory stations with activities like water play, sand tables, sensory bins, and art projects. Educate parents on the benefits of sensory play for child development.

Nothing convinces parents better than seeing their own child get engaged in such an event.

Cultural Celebration: Host a cultural celebration event that showcases the diversity and inclusivity of your center. Invite families to share their cultural traditions, dress in traditional attire, and bring traditional food to share. Create interactive stations that highlight different cultures through music, art, and storytelling.

Storytelling and Puppet Show: Arrange a storytelling and puppet show event where children can enjoy engaging performances and interactive storytelling sessions. Invite professional storytellers or performers to captivate young imaginations and showcase the power of storytelling in early childhood development.

Invite Parents of Past & Present Students on these events! There you have your own in-person, alive and active word of mouth influencer.

5. Boost Your Childcare Center's Reach through Strategic Partnerships

Maximize your childcare marketing impact by forming strategic partnerships with organizations aligned with your values and target audience. Collaborate with local schools, community centers, or children’s activity providers to create joint events, workshops, or programs that benefit both parties. 

For example, partner with a school to host a “Parent Education Series” or team up with a sports academy to offer discounted enrollment for your childcare center’s families. Participate in each other’s marketing initiatives through guest blogging, co-sponsoring events, or exchanging promotional materials to expand your reach and tap into new networks. Strategic partnerships unlock new opportunities, enhance your brand reputation, and drive growth for your childcare center.

Here are some ideas on how you can forge strategic partnerships for more exposure

  • Invest in Community Outreach Programs

Establish partnerships with local organizations or charities to organize meaningful events like toy drives, fundraising activities, or volunteer initiatives. These initiatives not only demonstrate your center’s values but also contribute to building a positive reputation within the community. By actively participating in community outreach, your childcare center can establish strong connections, foster goodwill, and attract families who share your commitment to making a difference.

  • Collaborate with Local Influencers

Identify influential bloggers, vloggers, or social media personalities with expertise in parenting, family lifestyle, or early childhood education. Collaborate with them to create compelling content that highlights the unique aspects of your center. This childcare marketing strategy could involve sponsored blog posts featuring their personal experiences with your center, or social media takeovers where they showcase a day in the life at your facility.

To further engage their audience, offer exclusive discounts or organize giveaways through the influencer’s platforms. By leveraging the reach and credibility of these local influencers, you can enhance your center’s visibility, build trust with potential parents, and expand your audience base.

  • Partner with Sports Centers

Collaborate with local sports centers or sports academies to offer joint sports workshops, where children can explore new sports and enhance their physical skills. Provide exclusive discounts for families whose children are enrolled in both your childcare center and the sports center to create added value. Host sports-themed events to showcase children’s skills and foster a sense of community. Co-create marketing materials highlighting the partnership’s benefits and holistic development opportunities.

  • Partner with Local Primary Schools (Direct Entry Program)

Establish strong partnerships with local primary schools to create a seamless transition for children graduating from your preschool to their primary education. Here are some ways to implement this direct entry program:

Collaborative Parent Workshops: Host joint workshops with the primary school, providing parents with valuable insights on preparing their children for primary education. Topics may include school readiness, academic expectations, and nurturing a love for learning.

Shadow Days or Visits: Arrange “shadow days” or school visits for preschoolers who are transitioning to the primary school. This allows children to familiarize themselves with the new environment and meet their future teachers.

Streamlined Enrollment Process: Provide clear guidelines and support throughout the application process for families transitioning from your preschool to the primary school. 

6. Empower Parents with Knowledge Through Childcare Webinars (Virtual events)

Organize webinars or workshops on topics of interest to parents, such as early literacy, positive discipline techniques, or preparing for kindergarten. Invite guest speakers, including child psychologists, education experts, or local community leaders, to share their insights. 

Promote these events through your website, social media, and local community platforms. 

The added benefit is that these virtual events serve as content generators, which you can then use on social media, your website and other places.

Here are some interesting childcare webinar topics that you can explore:

  • Building Resilience in Children: Strategies for Supporting Emotional Well-being
  • Unleashing Creativity in Early Childhood: Fostering Imagination and Innovation
  • Raising Bilingual Children: Tips and Techniques for Language Development
  • Developing Healthy Eating Habits in Young Children: Nurturing a Lifelong Relationship with Food
  • Screen Time and Digital Balance: Creating a Healthy Tech Environment for Kids
  • Transitioning to Kindergarten: Preparing Your Child for a Successful Start
  • Mindful Parenting: Cultivating Mindfulness and Self-Care in the Parenting Journey
  • Positive Discipline Techniques: Building Cooperation and Empathy in Children


In today’s competitive landscape, implementing effective childcare marketing strategies is vital for the growth and success of childcare centers. These marketing strategies not only help you reach and attract more families but also have a significant impact on the overall business growth. Ultimately, by investing in childcare marketing and embracing innovative strategies, childcare centers can experience sustainable growth, contribute positively to the lives of children and families, and make a lasting impact in the community.

With more exposure comes more responsibility. Stay prepared for the journey ahead with us !

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