6 Building Blocks of Preschool Digital Marketing

In my four decades of working with schools, I’ve seen the same pattern over and over again. Most preschools depend almost entirely on word-of-mouth to bring in families. Although word-of-mouth is powerful, I’ve seen many wonderful schools struggle because they weren’t visible enough beyond their immediate circle.

It is especially important today to go beyond relying only on referrals as today’s parents search differently. They now begin their preschool search online. They compare websites. They check reviews. They scroll through social media. This makes competition extremely stiff. To stand out, schools need a strong and clear online presence.

However, for many school leaders, marketing feels confusing and overwhelming. It doesn’t have to be that way.

In this article, I’ll share five clear building blocks. Each one is simple to understand. Together, they can help your preschool attract the right families and keep your enrollment strong.

1. Show Your Uniqueness Clearly

When parents start comparing schools, they see the same words everywhere: “safe”, “nurturing”, “quality care”, etc. These are important, but they don’t help you stand out. If you look like every other preschool, parents will have no clear reason to choose you.

That is why you need to define your center’s Unique Value Proposition (UVP). A simple way to do this is by filling in the blanks:

This sentence forces clarity. It might be about your Montessori-inspired program, your outdoor classroom, or your bilingual curriculum. Whatever it is, parents need to hear it clearly and consistently.

Once you know your UVP, show it everywhere:

• On your website and brochures
• In your social media posts and ads
• During every tour and parent conversation

‍

Then, back it up with proof. Share photos of your classrooms or unique programs and use parent testimonials. A mother explaining how her child blossomed in your music program will say more than any marketing slogan ever could.

When parents see and hear what makes you unique, you move from being just another option to being the option that feels right for their family.

Examples of Preschool UVPs

2. Create an Easy-to-Use, Attractive Website

Your website is your digital brochure. For most parents, it is the very first stop on their journey to choosing a preschool. If the site is hard to use, slow, or unclear, many parents will leave without ever contacting you. That is why a strong, simple website is essential.

Here are the key things to keep in mind:

• Mobile friendly: Research shows that more than 47% of U.S. users prefer to open websites on their phones^[1]. That is almost half your audience, and the number grows every year. If your site looks cluttered or buttons are hard to tap on a phone, parents will move on.
• Fast and clear: As a rule of thumb, you have just 3 seconds to grab a parent’s attention^[2]. In those first moments, they should see your unique value and the main benefits of choosing your school. Put this information right at the top of your homepage.
• Simple lead capture: Getting leads is the first step in enrollment. Make your tour booking forms, inquiry buttons, and pop-ups short and easy to fill in. The clearer and simpler they are, the more parents will complete them.

‍

Childcare enrollment forms that can be embedded into your websites can be especially helpful in boosting inquiries.

Think of your website as your 24/7 enrollment assistant. Even when you are busy in the classroom, it can greet families, show them why you are special, and invite them to take the next step.

3. Capture Interest With Lead Magnets, Ads, and Landing Pages

Even if parents like your website, most won’t reach out right away. They may still be comparing options or not ready to commit. That’s why you need a way to capture their interest before they click away.

A lead magnet does this. It’s a small, valuable resource you give parents in exchange for their contact information. The goal is simple: turn an anonymous visitor into someone you can keep in touch with.

For preschools, the most effective lead magnets are practical and parent-friendly, such as checklists or downloadable resources like:

• “10 Questions to Ask When Choosing a Preschool”
• “Is My Child Ready? A Developmental Checklist”
• “What to Expect in the First Month”

‍

Once parents download a resource like this, you now have their email. That allows you to stay connected with helpful updates until they’re ready to book a tour.

To promote these resources, you can and should use Google or social media ads targeting local parents. Send them to a landing page designed for one action only, such as downloading a checklist or signing up for a tour.

Unlike a regular webpage that lists all your programs, a landing page removes distractions and helps parents focus on a single next step.

4. Follow-Up Made Easy

Very few parents enroll after their first visit to your website. That’s why consistent follow-up is essential. Without it, even the most interested families may simply forget to take the next step.

The easiest way to do this is through an automated email sequence. Once set up, it keeps working for you in the background. For example, a simple 7-day sequence might look like this:

• Day 0: Thank you and welcome
• Day 1: Share your school’s story and philosophy
• Day 3: A peek inside the classroom
• Day 5: Parent testimonial
• Day 7: Tour reminder or invitation

‍

This approach keeps your school on top of their minds while building trust.

You can go one step further by personalizing messages by age or program. A toddler parent doesn’t have the same questions as a preschool parent, and tailoring your emails shows that you understand their needs.

Automated Follow-Ups That Feel Human

This is where the illumine app helps. You can automate your follow-up sequence without losing the human touch by:

• Sending a series of beautifully branded, parent-friendly emails
• Including real-time updates, stories, or invitations to events
• Personalizing messages based on the child’s age or program of interest
• Tracking which families open your messages, so you know who’s engaged
• Using AI to write emails in line with your desired tone of voice, and across 20+ languages

‍

The app also allows you to track inquiries through every stage of the enrollment process and send personalized and automated email sequences to your prospective families with ease. 

Why Automation is Especially Important for Small Teams

I know that most preschools don’t have a marketing or admissions department. Often it’s the director, a head teacher, or even an office assistant trying to juggle it all on top of their primary responsibilities. 

Tools like illumine allow you to set up your follow-up sequence once, and it keeps running in the background. Families get the steady communication they need, while you and your staff stay focused on your classrooms.

That way no lead falls through the cracks, but you aren’t glued to your inbox all day. Instead of chasing cold leads, you can spend your energy nurturing warm families who are already excited about your school.

5. Turn Tours Into Enrollments

Follow-ups will get families interested, but the tour is what truly shapes their decision. A great tour is not just about showing classrooms. It is about telling your story in a way that helps parents imagine their child in your care.

The experience begins before families even arrive. The communication they receive ahead of time can set the tone.

Before the tour, make sure to:

• Send personalized confirmation emails so families feel expected and welcomed.
• Include a short checklist of what to bring or what to expect, so parents arrive prepared.
• Share a photo or bio of the teacher they will meet, which helps break the ice.

‍

During the tour itself, keep the focus on more than facilities. Parents are looking for warmth, safety, and the right fit for their child. A story about how your teachers support independence, or a moment that shows how children are cared for, will stay with them long after they leave.

Afterwards, do not let the connection fade. Send a thank-you note, answer any questions they may have forgotten to ask, and make the next step clear. Something as simple as, “We would love to welcome [child’s name] into our community. Here is how to move forward,” can make all the difference.

Handled well, tours move from being a formality to being the moment parents decide, “Yes, this is where my child belongs.”

6. Turn Families Into Advocates

Marketing doesn’t stop once a parent enrolls. Circling back to what I said in the introduction of this blog—word of mouth is powerful, especially when it’s combined with the above 4 blocks.

Parents who feel informed and supported are much more likely to recommend you to friends, leave glowing reviews, and stay loyal. That’s why ongoing communication matters.

Here’s how you can make word-of-mouth strategic:

• Regular updates: Send newsletters, share photos, or use an app so parents feel connected to their child’s day.
• Ask for reviews: A short Google or Facebook review from a happy parent builds more trust than any advertisement. illumine’s AI form generator can also help you create parent-feedback forms in mere seconds. The feedback can then be used to create written reviews across your website and social media.
• Encourage referrals: Parents love to spread the word when they feel proud of their school. Some centers even offer referral rewards, but often a simple thank-you is enough.

‍

When families feel cared for, they naturally become ambassadors for your preschool. That’s the kind of marketing no amount of advertising can buy.

Bringing It All Together in a Parent’s Journey

Now that I have given you 6 building blocks for marketing your preschool, let’s take a step back and see these in action with a real-world example:

• A parent discovers your school through your website, social media, or a local ad.
• They see what makes you unique and why your school might be the right fit.
• They download a simple checklist or guide, and you collect their email.
• Over the next week, they receive a warm, steady flow of follow-up emails that share your story, highlight your classrooms, and invite them to book a tour.
• They arrive for the tour already feeling like they know your teachers and your philosophy. The tour deepens that connection and helps them picture their child in your care.
• After the tour, they receive a thank-you note and a reminder of the next step. Your team stays on top of the conversation without missing a beat.
• When parents feel informed, welcomed, and cared for at every stage, enrollment becomes the natural next step.

‍

Final Thoughts

I know that for many preschool leaders, marketing can feel overwhelming. There are so many moving parts, and it’s easy to feel like you are falling behind. That is why I have broken it down into simple building blocks.

You don’t have to put everything in place overnight. Start with one. Add another when you are ready. Step by step, you will see more families finding you, trusting you, and choosing your school.

Your Next 5 Moves

If you are ready to strengthen your marketing and grow your enrollment, here is where to begin:

1. Clarify your Unique Value Proposition so parents know exactly what makes you different.
2. Update your website with clear CTAs, easy lead capture, and by mentioning important selling points at the right places on your website (don’t forget the 3-second rule!).
3. Create or update your lead magnet to turn visitors into contacts.
4. Build a simple follow-up sequence using illumine so parents never slip through the cracks.
5. Personalize your tours and follow-ups with stories, visuals, and warm details that connect with families.

‍

At the end of the day, parents are looking for a place where their child will be safe, happy, and learning. When your marketing reflects that truth clearly and consistently, it does its job.

References

[1] Buck, A. (2025, July 3). What percentage of internet traffic is mobile? [Updated 2025]. MobiLoud. https://www.mobiloud.com/blog/what-percentage-of-internet-traffic-is-mobile#:~:text=In%20the%20United%20States%20of,47.3%25%20%2D%20Tablet:%202.5%25

[2] Svaan Tech. (n.d.). The 3-second rule: Why website load time determines your growth. svaantech.com. https://svaantech.com/the-3-second-rule-why-website-load-time-determines-your-growth/