What Is Marketing?
What’s your definition of marketing? While some people define marketing as
advertising or enrollment building, I find these definitions too narrow. I define
marketing as getting and keeping customers. That’s what marketing is all
about, pure and simple.
Broadly put, your marketing needs to
• make qualified prospects aware of your program;
• aid in the selling of your services to those qualified prospects;
• convert those prospects into your customers; and
• help keep your customers enrolled for as long as possible.
So does that mean that crafting a high-quality child care program is mar-
keting? Yes, if it helps you get and retain customers — which it most certainly
does! What about working with your staff to improve their communication
skills with parents? Absolutely! That’s marketing too. By reading this book and
doing the exercises in it, you will be well on your way to taking concrete steps
toward improving the effectiveness of your marketing activities and filling your
child care program to capacity.
The Ultimate Child Care Marketing Guide is based on marketing concepts that
have consistently produced results for early childhood owners and directors
just like you. In fact, I can’t wait to share with you the real-world success strate-
gies that dozens of my clients use. These clients range from a woman in Albu-
querque, New Mexico, just starting her home-based family child care program,
to a husband-wife team who own four large child care centers near Hartford,
Connecticut. Whether you’re trying to expand your church preschool from ten
to twenty children, or you have multiple large locations, you will be able to use
the ideas in this book to market your program more effectively and be at capac-
ity over the long run.
The methodology I teach is based on what I call the four pillars of marketing,
which are shown in the following illustration.
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