23 Childcare Marketing Strategies to Attract Parents To Your Daycare Center

Running a daycare center with best-in-class systems is not an easy job. With a number of daycare centers coming up, parents have a hard time choosing a perfect one for their child. And that’s where marketing comes in. Marketing can help you stand out from your competitors and tell the parents exactly why they should choose you. While daycare apps can help keep your center, the best marketing strategies can keep it running. That being said, here are some winning marketing strategies that will help attract parents to your daycare center.

Why is it Necessary to have a Robust Marketing Strategy?

Remember, a robust marketing strategy augments your management software, while the latter amplifies the former. You cannot make them work in silos. That is how you fulfill the demand for premium quality childcare services.

Winning Marketing Ideas to Establish Your Brand

1. Build a Brand Message

It is important to keep your brand values in mind. For this, you have to start building your perspective and a strong brand message for the childcare marketing strategy. Brainstorm points and highlight the best-suited ones. Remember that you have to think from a parent’s perspective, too.

Answer significant questions like:

  • Why would a parent come to your center?
  • What are your core values?
  • What makes your center different from other childcare centers?
  • How would you attract a large audience?

These are some of the questions that you need to address before you launch the action plan. Build a unique story for your brand and promote so that it is on the top of the mind of new parents.

2. Create a Website

A website is the most important tool to establish your identity in the market. This is the first step that leads to the discovery of your daycare center. Moreover, it provides all the information regarding your center. You need a domain name and hosting that you can procure according to your budget. Various options in the market are already free, for example, Wix. When you build your website, ensure the following points:

  • Always create an ‘About Us’ page that gives a fair analysis of your brand values.
  • Expand your communication channels by adding your phone number, email ID, address, and links to your social media pages.
  • Highlight the different services that you offer.
  • Ensure the content is interesting as it will reflect how interactive your childcare center’s activities are.
  • Make the website engaging by adding videos and pictures.
  • Build a separate section for the enrollment procedure.
  • Promote Your Business on Social Media

We hope you are on social media already, and if not, it is high time you build your brand’s presence on social channels. These are powerful tools to increase your reach to the larger community. According to Social Media Marketing Industry Report, creating a Facebook brand page can influence two-thirds of the market business.

As Facebook has a larger community of people, you can always inform them about the key events like open houses, important dates, or updated learning services on your brand page. Always maintain a warm and professional tone while communicating with the audience on social media.

3. Create a Google Business Profile

A Google Business Profile is a great tool to attract your target audience and help them get in touch or learn more about your daycare center. It has been found in the Global Online Survey that 3 out of 4 clients search the business online and make their selection.

You need to build your Google My Business Account and answer a sequence of questions. Make sure your information is up-to-date since that is the point of contact between you and your prospective customer.

Some tips to highlight your daycare center are:

  • Make your profile visually appealing by uploading photos.
  • Put a link to your website.
  • Always try to reply to your customer’s review.
  • List your business in local directories
    One example is Yelp, which, like Google Maps, displays local businesses as well as consumer reviews. You could also look for childcare centers on local websites or directories. Make sure you chart out all the listings that you wish to mention yourself in and update your center details there.
    You can look for local directories by either Google searching for daycares and childcare centers in the area, or typing in your competitor’s name in the search bar and going through the directories they are listed in
  • Directories are beneficial since they create traffic for you, but they can often turn out to be inconvenient and irrelevant if you are not listed.
  • Invite Parents to Visit your Daycare Center

It is always a good idea to hold an open house for parents to review all the facilities at your daycare. You can plan it twice a year or in alternative weeks according to your convenience. You can arrange any fun daycare activity to engage parents and their children to enjoy together while learning. Also, you can invite parents when the center is in full action so that they can get a clear impression of your daycare center. Take special safety measures, especially during this post-pandemic time, so that the parents are assured that their children will be in a safe environment.

4. Hire Quality Staff

The most important feature that can instantly increase the quality of your daily care center is the responsible staff and teachers. Always remember to add the minimum requirements for a preschool teacher. For example, high school diploma or GED, performance and credit points in childhood education, number of hours working with children, child CPR and first aid certification. Further, having a daycare app in place can help teachers spend more quality time with the children as the other work is automated and streamlined. So make sure your staff is tech-inclined.

5.Online reviews

Positive reviews about your business on the internet add value and credibility to your brand. It encourages your potential customers to trust you and increases the chances of conversion.

It is best if you build a community of these good reviews online over time. You can individually request parents to share their experience on user rating and social data platforms such as G2, Software Advice, Capterra, etc. You could also post the link to the review websites on your social media and urge people to fill in their experiences.

6. Share Educational Content Regularly

Make it a point to share educational content like informational blogs, infographics, etc. on your social media platforms. You can publish content on topics such as ‘How childcare applications are influential in creating opportunities’ or ‘How the parent communication program helps parents monitor their child’s activity. You can write blogs or short articles based on your strategy. You can upgrade your presence with many outreach options such as:

  • The blog section on the website
  • Guest blog
  • Magazines and newspapers
  • Regular posts and stories on social media platforms.
  • Referrals and Discount

You can also place certain referrals and discount schemes in place. By offering parents a surprise discount while they sign up will alleviate the utility they derive from your services. Or you can try and increase the signup rate by offering some discounts. Referral schemes work when the parents who have signed up refer your services to someone else. This is a strong marketing tool as word-of-mouth continues to impact the behavior of prospective clients like never before.

7. Google Adwords

This is without a doubt one of the most successful methods for potential consumers. Because it delivers individuals exactly what they need, Google AdWords is the most powerful form of advertising today.

When parents search for “daycare” on Google, your ad appears! It’s even better if you have a fantastic website to drive them to.

You might want to employ a consultant because AdWords has a bewildering amount of possibilities. There are several upsides such as you only have to pay if someone sees your site, and you can select your daily budget. It can cost as little as $5 each day, making it a viable alternative even if you only want to try it out.

7.Join Regional Groups on Social Media

You can search for local groups in your area that provide information about your competitors. You can open a Facebook page and search according to your city area and group type. When you join that group, you can put up a post about your daycare center.

You can also build trust among parents by answering their queries. In this way, you can be a valued source for finding the best option for their child.

How can Illumine facilitate this?

Parents are now incredibly passionate about the special plans or the unique technology that satisfies their choice for daycare centers. They are looking for centers that keep them updated with the new technology and make parenting easier. Here comes the role of daycare management software like Illumine.

We provide several features that can make a difference in your daycare business. Our daycare management app gives you access to easy billing and fee collection, a standard assessment framework, and hassle-free remote learning by loading all the lessons on one platform. It also features the best child care attendance app, enabling several methods for attendance such as contactless self-check-in/check-out, kiosk setup, and manually on the app. This application makes the process a lot easier for daycare centers to tracklogs or temperature checkups to share with the parents.

To conclude, depending on your audience and budget, you can strategize your unique set of marketing ideas to promote your childcare center.

13. Host an offline event

Consider hosting an offline event to promote your daycare to parents who live nearby. Not only will it give them a chance to see your center, but you can also close potential leads by giving a free walking tour.

Some ideas for daycare events include

  • Parent-child cooking class
  • Nature scavenger hunt
  • Parent-child yoga class
  • Silent disco party
  • Parents vs. children sports day
  • Bring your picnic basket
  • Parent-child arts and craft class
  • Art extravaganza
  • Open house

Tip: We also suggest hosting a workshop focusing on the pain points of parents and how your daycare addresses them. Invite eminent experts from the field of education to share actionable insights. Getting renowned personalities onboard will help you build credibility for your center and give you much-needed visibility.

To generate buzz about the event and get a huge footfall, update parents through Illumine.

14. Carry a business card

Seize every opportunity to network with parents. Print a business card, carrying the name of your daycare, contact details, and a tagline or brief description of your service. You don’t have to get it professionally made. Design apps like Canva have pre-made business cards which you can customize for free.

If you get them printed in bulk, ask for a discount. Add a dash of color to your card, or create a quirky design to make your brand memorable. If not for all your staff, ensure the heads of departments and thought leaders in your organization own a business card.

Alternative: Since most parent correspondence happens online via digital tools like Illumine, we advise adding your website link to staff email signatures. It will help you send prospective parents to your website, boosting organic traffic.

15. Exchange content or a link

Another way to grow your daycare business is to offer content or a do-follow link to a credible childcare website. Most websites allow you to promote your daycare on their page and ask for a blog or a link in exchange. It’s an ideal way to build high-quality backlinks.

Make sure you choose a website with high-quality content, a good domain rating (DR), and domain authority (DA). While DR shows backlinks to a website, DA reflects a score between 0-100 for lost links, spam links, and the top backlinks. The higher the domain authority, the stronger the website.

Domain authority



Below average


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16. Use Quora and Twitch to network

If you’re not promoting your daycare on Quora, Reddit, and Twitch, you’re missing out on Gen Z parents. Initiate conversations on topics of interest within niche communities that Gen Z’s are a proud part of. These could be parenthood, early years, toddlers, new moms, or tips to new parents.

Tap into influencer marketing to boost your online presence. Find #momfluencers or #dadfluencers in these communities and approach them for partnerships. Send them a media kit that underlines the features of your daycare and its USP. You can ask them to post a link to your website in return for a gift card or cash.

Quora is a different ball game because people on this platform are more inclined to help each other by answering questions. You can level up your traffic from Quora by answering questions on all things daycare. Doing this will increase your topical authority, and Google will see you as a thought leader on daycare content.

Tip: To promote your blog post or landing page on Quora without getting banned, add links to limited answers. If you’re not careful, Quora will collapse or delete your answers. Your account may even get blocked permanently.

17. Send a newsletter

A newsletter not only helps you connect with families but also promotes your offerings by highlighting them. Here are some tips for writing content for your monthly newsletter:

  • Include staff accomplishments to spotlight your team’s expertise.
  • Share news about new classes, workshops, or features you’ve in the pipeline.
  • Update parents about the progress of activities conducted in your daycare.
  • Add information about monthly menu changes, revisions in COVID policies, and early access to learning materials.
  • Use pictures as parents love to see photos of their children enjoying themselves.
  • Incorporate highlights from the month about milestones and the curriculum.

Test your newsletter to refine it monthly. Ensure you’re not only sending promotional content to the parents, which may cause an uptick in bounce and unsubscribe rates. Here’s an example of a newsletter you can use for reference to create one for your daycare.

We suggest going paper-free by digitizing your newsletter with Illumine. Our drag-and-drop editor helps you add content blocks to our pre-made template, saving you time. Share the newsletter with all classrooms instantly once you’ve added background color, columns, CTA, contact buttons, images, videos, and more.

You also have the choice of creating your own templates and saving them for reusing in the future. Imagine what all your staff can do with the amount of time saved! Automate newsletter creating and sending today with Illumine.

18. Direct mail marketing

A recent study by the Direct Marketing Association found that direct mails, like postcards, have a 4.4% response rate. Postcards can help you reach parents within 10 miles of your childcare more readily. Use a service like Mailshark or Vistaprint to target the neighborhoods. Include any detail specific to your business, like the name of the daycare, address, ages of children you enroll, and opening hours and days.

Most direct mail companies also provide a customized list of homeowners in the neighborhood. The list helps you specifically target parents and also acquaints you with their interests, preferences, magazines they’ve subscribed to, etc.

Tip: Consider including a personalized map showing the route from the center to a parent’s house. It will help you establish trust with the parent and break the ice with them.

19. Hang flyers and brochures

Flyer and brochure marketing is a traditional way to catch your audience’s attention. It’s a great idea to hang flyers and brochures around town outdoors post COVID. Ensure you’re targeting locations parents visit frequently. You can boost their visibility in the following places:

  • Gym
  • Parlour
  • Cafe
  • Park
  • Recreation center
  • Doctor’s office

While designing the flyer, make your CTA prominent, use a legible font, and add images of children doing hands-on activities. High-quality images are a wonderful way of showing parents what they can expect.

20. Give recommendation coupons

Recommendation coupons are a great paid marketing activity to generate buzz about your daycare. Print coupons that parents can pass on to friends and extended family. You can mention incentives for the potential parents on the coupon, like an early bird discount or a special activity pack. Don’t forget to thank your parents for referring you by sharing a gift card with them, for example.

21. Have your logo printed on clothing

Having your brand logo printed on clothes for children to wear you various opportunities for visibility. But why limit yourself to students? You can get caps with imprinted logos and pass them on to the parents.

Source: The Empowered Educator

Whenever parents come for pick-ups or children go for outdoor excursions, they’ll bring your brand the eyeballs you need to get more enrolments. Consider using Vistaprint’s printing service to make your logo by paying a professional. If you’ve got a cash crunch, you can also self-design the logo using Canva.

22. Get press releases published

A strong press release will cement you as a daycare to look out for in the local network. You can spotlight important partnerships, collaborations with eminent educators, new initiatives, and educator awards by sharing them with local or national publications.

For your daycare to receive good PR, make sure you write a press release that is brief, concise, and drives home the point of your achievements. Include high-quality photos to accompany the press release to make it visually appealing.

To reach out to a newspaper, find out the email address of an editor who works there. Connect with them on LinkedIn and explain why your release deserves to be broadcasted. Next, put your call to action. Finally, share the value you’ll create for the newspaper to get noticed.

23. Announce initiatives on radio, television, and school announcement boards

Various radio stations and televisions charge brands for advertisements. If you have a sizeable marketing budget, you can advertise your offerings on radio or TV. Call your local station directly to enquire about the steps to put yourself out there. Alternatively, drop an email to a TV channel to discuss the advertising spend, when your ad will be aired, for how long, etc.

A cost-effective approach for smaller businesses is to publish your message on school bulletin boards. Tie up with a high school in the neighborhood and ask them to share your publicity materials on announcement boards. In exchange, you can publicize the school in your newsletter or display a banner ad on your website.

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1 thought on “23 Childcare Marketing Strategies to Attract Parents To Your Daycare Center”

  1. Hi Would you be able to help with the marketing i.e setting up website, going on google apps etc?

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