practical guide that gives you the tools you need to develop your own marketing plan.
Marketing involves not so much science as common sense that everyone can apply.
The lists of ideas in this book may seem overwhelming to some, at first glance. We
do not expect you to follow every idea presented in this book, but we hope you will
be open to trying something new. After trying out several ideas, be sure to evaluate
their impact (chapter 10) so that you can refocus your next marketing plan. To help
you sort through all of the ideas in this book we have included an Annual Marketing
Calendar in the Appendix, which can help you plan your marketing program through-
out the year.
Throughout this book we often use the words customerand clientto describe the
parents who use your services. We know that some providers are uncomfortable using
these words in their business. We believe that, for purposes of this guide, using these
words helps to keep the focus on parent needs. We are not suggesting that all
providers must market their program in the same way. Far from it! It is up to you to
run your business however you want. We believe that all providers can do a better job
by following the suggestions in this book that make the most sense to them. The time
to start marketing your program is now. You may find out that it can also be fun!
The costs of all the marketing ideas listed in this book are tax-deductible expenses for
your business. This includes the cost to
• Mail your newsletter.
• Take pictures of the children in your care.
• Purchase business cards.
• Buy an answering machine.
• Buy this book!
• And much more.
This book identifies over 100 business expenses. Keep the receipt for any item you
buy to help you market your business. Such business marketing expenses should be
entered on your IRS Form Schedule C (Profit or Loss From Your Business), under
the Advertising Expense line. This is the same whether you are regulated or exempt
For more information about what’s deductible as a business expense, see The Basic
Guide to Family Child Care Record Keepingby Tom Copeland, published by Redleaf