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Cd 38 chapter 8 pp.ppt oct 2016

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Text of Cd 38 chapter 8 pp.ppt oct 2016

  • Chapter 8: Marketing your Child Care and Education ProgramPlanning and Administering Early Childhood ProgramsTenth EditionNancy FreemanCelia A. DeckerJohn R. Decker

    Prepared by:Nancy K. FreemanHolmesKris Curtis

    Adapted by: Katy Kelley

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

    8-*Marketing its much more than advertisingMarketing includes:the type of services that you offerdeciding what clients you plan to serve customer satisfactionyour programs public image

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

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

    8-*Perception is RealityWhat do your clients perceive as your most important purpose?Do they think your programs curriculum prepares children for school? Do they view your purpose as keeping children safe and happy during the work day?

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

    8-* Making a First ImpressionBe 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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    Freeman/Decker/Decker, Planning and Administering Early Childhood Programs, 10e 2012, 2008, 2005, 2001, 1995 by Pearson Education, Inc. All Rights Reserved

    8-*Deliver the Services You Promise!The most important element of marketing is to actually deliver the high quality services you have promisedUnder Promise & Over DeliverIt is better to exceed expectations than to fail to live up to them

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

    8-*Developing a Marketing PlanIdentify . . . your programs missionyour specific objectivescurrent strengths and vulnerabilities the specific potential clients you hope to reachthe needs of those specific clients how you will describe your services to the clients you hope to attract

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

    8-*Internal vs. External MarketingInternal 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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    Freeman/Decker/Decker, Planning and Administering Early Childhood Programs, 10e 2012, 2008, 2005, 2001, 1995 by Pearson Education, Inc. All Rights Reserved

    8-*Examples of Internal MarketingWelcome families at all timesInvite feedbackRespond positively to suggestionsInclude parents on field tripsDisplay photos of children at playHave evening family eventsHold regular parent conferences

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

    8-*Examples of External MarketingDevelop a relationship with your local Child Care Resource & Referral (CCR&R)Develop business cards, outdoor signs, printed t-shirts/ tote bags etc. with your logoUse local news media to highlight unique eventsDevelop an effective & accurate websiteParticipate in local parades, volunteer for a community fund raising event

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

    Video Clip-Community Child Care Marketing

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

    Marketing Video-clip: Follow-up Group DiscussionBased 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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    Freeman/Decker/Decker, Planning and Administering Early Childhood Programs, 10e 2012, 2008, 2005, 2001, 1995 by Pearson Education, Inc. All Rights Reserved

    8-*Guidelines for Print MediaUse 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 readers attention.

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

    8-*Content to Include in a Brochure or FlyerLocation and contact informationHours/ Days of operationBrief summary of your program benefits Unique services for children & families (i.e., what sets you apart)

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

    8-*Questions to Keep in MindWhat 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?

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

    Video Clip-Child Care Brochure

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

    8-*Truly Effective MarketingFocuses on the unique strengths of your program.Focuses efforts on service delivery, not catchy advertising campaigns.

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

    Classroom Activity8-*Please get into groups 3 or 4.Next, think of a name for your programBased on the concepts discussed in this PowerPoint (including the video-clip), brainstorm ideas for your group program flyerCreate a program flyer Once you are done, think of 2-3 marketing strategies you will implement to promote your programEach group will share their program flyer and review their marketing approaches

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

    Follow-up Read Chapter 8 & review this weeks PowerPointExtra Credit Assignment (optional)-Creating Your Program Recruitment Flyer due-10/25Continue working on assignment-Creating a Mini Staff Handbook due-11/1Continue working on assignment-Create a Budget for Your Program due-11/8Let me know if you have any questions!

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