The first point of contact with any parent is the avenue in which they discover your existence. Generally speaking this happens in a few different manners:
- word of mouth
- business cards
- online classified
- website search
- online daycare database
Word of Mouth
Word of Mouth is the best source of advertising. First of all, it costs nothing, and second, if a parent is recommending your services to another parent you know they are singing your praises. Every provider strives to one day never have to advertise and depend on word of mouth alone to fill any available spot they might have as well as a lengthy, quality wait list.
When you receive an inquiry of Word of Mouth always thank them for calling and then say a positive thing or two about the person from whom the referral came. It is not only polite to reciprocate the positive words of another but it sets the tone that you too, are kind and polite and quick to point out another's strengths. People like this. It makes you appear amicable and every parent wants an amicable provider.
Business Cards
Every provider should have business cards. If you do not have cards then you should get them now. Go and pay a visit to my friends at Vista Print (http://www.vistaprint.com/ or http://www.vistaprint.ca/) and order some of their low cost, but very effective business cards.
Business cards should be clear and concise. Place only the necessary information on the cards. Cutsie phrases are not necessary and distract from the important information. If you have a logo (we will discuss logos a little later) include it on the card. Under your name always place the title Daycare Provider; nothing more, nothing less. Those two words under your name signify that you are a professional and demand to be respected as one.
Marketing studies show white business cards to be more effective than any other colour. I would have to agree.
Online Classifieds
There are a number of online classified that are free and user-friendly. When advertising on these sites it is important to give as little information as possible. Always state only that information that is required to complete any one form. These free sites rely solely on the advertising you see in its margins as income. Therefore, these sites rarely allow you enough room to fully sing your praises and truly market yourself. The intent should be to drive traffic to your website which is YOUR territory. Always include your website address wherever possible when advertising on free online classifieds. Do not write a book about yourself on classifieds - that is the entire purpose of your website.
As always, ensure that your spelling, sentence structure and grammar are spot on. Nothing deters a potential client more than bad form.
Website Search
It is amazing to me that "Google" which was previously a noun has stepped up the ranks to become a verb. Is there anyone on the planet who has not used the word "googled"? People use search engines such as Google to seek out specific daycare and needs. If you don't have a website then you are missing out on a huge part of the marketing prospects you could be luring in via your website.
Websites are a necessity. If you don't have one get one today. Once again, go visit my good friends at FreeWebs (http://www.freewebs.com/). FreeWebs has FREE hosting and easy to manage sites you can make up yourself. If you can use the Internet you can develop a site through them. Do it today.
Your website is often your prospective client's first contact with you. Your site should be easy to read, have content in logical sequence and grammatically correct. Your site should allow parents to shop without bothering you. Fees, hours, philosophy, and contact information should be included.
I stated above we would talk about logos. You should have a logo. Choose something that signifies who you are. Your logo should appear on every single daycare related piece of advertising you present to the world. Download it to Craigslist and Kijiji ads, business cards and most certainly, your website. Logos make your marketing materials appear more professional.
If you have the financial ability skip the 'free' part of FreeWebs and pay for their extended hosting package. This allows you to have a domain name and be free of advertising on your site.
Online Daycare Databases
Much like free online classifieds online daycare databases (like http://www.daycarebear.com/ or http://www.daycarebear.ca/) exist solely for the purpose of making money from advertising. Again, as stated in the free classifieds paragraph above, complete only the forms and parameters you are required to. The intent is to drive traffic to your website wherein you can really sell yourself.
When using online daycare databases always turn off the reviews option. Never, ever allow anyone the ability to review your daycare without your knowing. Leaving an open review area is daycare suicide should any parent suddenly become disgruntled.
Tomorrows post - Back To Basics #2 - The Contract
For concerns, advice or suggestions I welcome your email at judytrickett@yahoo.ca
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