Daycare Marketing Plan - A 6 Step Outline

Give readers a clear and complete understanding of what services your day care center

will provide through a short description and a chart or menu of options, if appropriate. Be clear as to what the basic services and what are considered add-ons.

2) Promotion

Spend the most time on the promotion section, which should detail your choice of marketing tactics based on the implicit rule that each must be useful at reaching your customer target market. List each marketing tactic (such as advertising, public relations, direct mail, etc) along with at least a few sentence explanation of how the tactic will be used.

3) Place

"Place" in the marketing plan means how services will be delivered to customers and is not just a description of the location. Include an understanding of how you will sell to parents, whether online, on the phone, through in person appointments, or through a combination of these.

4) Price

It is more important to give an overall explanation of how pricing decisions will be made than to list all of the prices in detail. Individual prices mean little to readers without an understanding of the value to the customer and the prices charged by competitors. Show your understanding of where your pricing will fit in the range of other options parents have in your community.

5) Partnerships

Focus on quality rather than quantity here, describing one or two key partnerships that you will build with existing area businesses or services. Partnerships should only be included if they will lead to significant benefit for your company. To be believable to readers, it must also be clear what kind of significant benefit the parter receives. For example, a viable partnership deal could be offering discounted pricing to a large area business who, in turn, handles the legwork of selling to their employees. The business would have the benefit of being able to say they offer discounted childcare to attract the best employees.

6) Customer Retention

In a perfect world, your customers would only leave when families move away or children age out of day care. Of course, this will not always be the case. Nonetheless, pay attention in this section to what you will do to keep your customers. For example, seek to build customer identification with your day care center through long-term projects and parental involvement. Customers may be uneasy about switching to a new day care provider when they feel personally invested in yours.

by: Eric Powers

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