Of all the strategies I teach, one of the most difficult for people to actually apply in their child care marketing is how to identify and communicate their core differences - the unique benefits and features of what they do.
Here is an easy 5-step process for figuring this out for your center:
Step 1: Get clarity on what your competitors offer. Make a list of your top 5 competitors and really dig into what they offer. Look at all the aspects of their program: facility, features, meals, ratios, transportation, security, etc. What does their brand "say" to you as a consumer? The best way to really get clear on this is to mystery shop them, or have a friend, teacher or colleague do so on your behalf. At the very least call them, go on their website, and request info.
Step 2: Ask your existing parents for input and help. How did they see you were different, why did they choose you, what did they see at your competitors when they toured them. A great way to do this is to host an evening focus group and provide dinner. You will learn a TON!
Step 3: Now, list all your best features and benefits and look for ones that really set you apart, based on what you've learned about your competitors. You don't have to be the ONLY one with that benefit, but you should be doing it differently or special in some way from most of the other programs in the area. Use the list below as a thought-starter.
Step 4: Choose your 3 or 4 best unique benefits from the list you made in Step 3. They should all be tangible, easy to "get", specific (numbers are great) and important/relevant to parents.
Step 5: Communicate your list everywhere. Put this list on your website, brochure, frame on the wall of your school, in your phone script, in your tour, on your signage, etc. Train your teachers on the list and quiz them periodically to make sure they can easily communicate how you are special and unique!
Use these steps to craft your unique value message TODAY!
Examples of Unique Benefits or Differences in Early Childhood Programs
- Montessori, Reggio Emilia, or "blended" philosophy
- Christian, Jewish - religion-based
- Organic meals
- Fresh fruit & veggies at every meal so kids learn to love healthy choices
- Paperless, green, or eco-friendly
- Health & wellness focus
- Security focus: state of the art, cameras, etc.
- Large / unique playgrounds or nature-based education
- % of teacher with ECE degrees
- Length of average teaching experience
- Kindergarten readiness measures / program
- Parent resource library
- Enrichment programs included in 1 tuition price
- Kids Cafe / kids learn table manners family-style
What can YOU come up with that resonates with parents and is easy to comprehend?
Article Source: http://www.abcarticledirectory.com
Kris Murray, The Child Care Marketing Mentor and Coach, is the creator of the Double Your Enrollment System, the proven step-by-step program that shows you exactly how to grow your enrollment in record time... guaranteed. To get your F.R.E.E. training report and audio and receive her bi-weekly success and marketing tips on how to grow your early education program visit www.ChildCare-Marketing.com
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