sales, or accounting. Indeed, early childhood professionals are much more
likely to think of themselves as educators than business leaders. Therefore,
the chances are pretty good you’re one of the 80 to 85 percent of early childhood
business owners or directors who could benefit from training in how to market
and grow your child care program. Take comfort — The Ultimate Child Care Mar-
keting Guide will start you on your journey to becoming a more business-savvy
leader, even an entrepreneurial thinker. And that’s a good thing.
The exercises and action steps in this guide are specifically designed to help
early childhood leaders accomplish the following goals:
• Create tracking and measurement systems so you can easily dis-
cover what strategies are working and what strategies are not.
• Gain insight into which marketing strategies are bringing you the
most inquiries and enrollments.
• Understand what groups of people comprise your market and how
to learn more about them.
• Leverage the goodwill of your happy clients by getting powerful
testimonials and referrals.
• Identify how your program is unique from others in your area and
communicate that uniqueness effectively.
• Use your marketing message to set your program apart and get
noticed by your prospects.
• Determine what’s preventing you from converting more prospec-
tive families into enrolled families.
• Use highly targeted media to reach your best prospects.
• Understand more about the ever-changing world of online media
and how to use it to promote your program.
• Understand the basic elements of a marketing plan and how to put
one into action.
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