Cd 38 chapter 8 pp.ppt oct 2016

Chapter 8: Marketing your Child Care and

Education ProgramPlanning and Administering Early Childhood Programs

Tenth EditionNancy FreemanCelia A. DeckerJohn R. Decker

Prepared by:Nancy K. FreemanHolmes

Kris Curtis

Adapted by: Katy Kelley

Freeman/Decker/Decker, Planning and Administering Early Childhood Programs, 10e© 2012, 2008, 2005, 2001, 1995 by Pearson Education, Inc. All Rights Reserved

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Marketing – it’s much more than advertising

Marketing includes:• the type of services that you offer• deciding what clients you plan to serve • customer satisfaction• your program’s public image


Opening Reflection • When considering marketing my program,

what comes to mind?• The thought of promoting myself and my

program, makes me feel…………………………

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Perception is Reality•What do your clients perceive as your most important purpose?○Do they think your program’s curriculum prepares children for school? ○Do they view your purpose as keeping children safe and happy during the work day?


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Making a First Impression

Be intentional •What image do you want to project to children and families?

•What design elements help you meet program goals?

•What design features could make it difficult to meet the needs of children and families?


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Deliver the Services You Promise!•The most important element of marketing is to actually deliver the high quality services you have promised

•Under Promise & Over Deliver○ It is better to exceed expectations than to fail to live

up to them


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Developing a Marketing Plan

Identify . . . •your program’s mission•your specific objectives•current strengths and vulnerabilities •the specific potential clients you hope to reach•the needs of those specific clients •how you will describe your services to the clients you hope to attract


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Internal vs. External Marketing•Internal marketing strategies: How you go about meeting the needs of the families that you currently serve.

•External marketing strategies: The techniques you use to attract new customers to your center.


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Examples of Internal Marketing•Welcome families at all times•Invite feedback•Respond positively to suggestions•Include parents on field trips•Display photos of children at play•Have evening family events•Hold regular parent conferences


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Examples of External Marketing•Develop a relationship with your local Child Care Resource & Referral (CCR&R)

•Develop business cards, outdoor signs, printed t-shirts/ tote bags etc. with your logo

•Use local news media to highlight unique events•Develop an effective & accurate website•Participate in local parades, volunteer for a community fund raising event


Video Clip-Community Child Care Marketing

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Marketing Video-clip: Follow-up Group Discussion

• Based on the marketing video-clip, were there any new strategies that you thought might be effective?

• Are there any additional strategies that you might consider?

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Guidelines for Print Media•Use an easy to read font.•Use no more than 3 fonts on any document.•Put your logo on everything you distribute.•Carefully proofread for clarity and accuracy. •Use meaningful headings to attract the reader’s attention.


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Content to Include in a Brochure or Flyer

• Location and contact information• Hours/ Days of operation• Brief summary of your program benefits • Unique services for children & families (i.e.,

what sets you apart)


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Questions to Keep in Mind

•What image of the program do you want to convey?

•What information is most important to attract the clients you are trying to attract or maintain?


Video Clip-Child Care Brochure

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Truly Effective Marketing

•Focuses on the unique strengths of your program.

•Focuses efforts on service delivery, not catchy advertising campaigns.


Classroom Activity

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Please get into groups 3 or 4. Next, think of a name for your program Based on the concepts discussed in this

PowerPoint (including the video-clip), brainstorm ideas for your group program flyer

Create a program flyer Once you are done, think of 2-3 marketing

strategies you will implement to promote your program

Each group will share their program flyer and review their marketing approaches


Follow-up • Read Chapter 8 & review this week’s PowerPoint• Extra Credit Assignment (optional)-Creating Your

Program Recruitment Flyer due-10/25• Continue working on assignment-Creating a Mini

Staff Handbook due-11/1• Continue working on assignment-Create a Budget

for Your Program due-11/8• Let me know if you have any questions!

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