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10 Ways to Market Your Child Care Services and Attract More Clients

January 23, 2023

Child care is a profession where trust is the key factor for most parents in making their decision about which program to choose. Marketing to parents to let them know you offer a quality program where their children are safe and well cared for may take some time and dedication. But as you follow each step in your journey, you're building a lasting reputation.

Embrace the process and try to have fun with it. You'll find yourself developing relationships along the way with community members who can help you keep a continuous flow of clients.

1. Join your local CCR&R.
As a professional child care provider, your local Child Care Resource & Referral Agency, or CCR&R, should be a fantastic resource for you. One of their main functions is to help match parents with child care providers. To find your local CCR&R, go to www.ChildCareAware.com and use their tool for caregivers to find your local agency.

2. Network with other child care providers and professionals in your community.
There are lots of ways to become active in the child care community around you. In addition to joining your local CCR&R, find out if there is a daycare association in your area. This is an organization set up by caregivers to network with one another.

Reach out to other caregivers attending trainings sponsored by these or other organizations. It’s hard to break the ice, but don’t be afraid to strike up conversation. Many caregivers feel the same way you do. It’s a challenging job with limited availability to others in the profession. Your attempts to network will very likely be welcome.

If you don’t have any daycare associations nearby, start one up yourself. Your local CCR&R may be happy to help with your efforts. They may be able to help you get the word out or give you advice on how to reach out to the local child care community.
Start a child care group on Facebook for your local area. Use your city or county name in the name of the group. For example, “Greenwich Child Care Providers”.

3. Use social media to promote your services and connect with potential clients.
Create a business profile wherever possible and create posts that give parents a feel for your philosophy and personality. This will give them a good indication as to whether you are the right choice for care for their child(ren).

Be sure to include contact info and set up notifications so you won’t miss any messages. As a safety precaution, it is advisable to give your address only to those parents who make an appointment with you.

Include photos of your program, such as equipment and room layout. We don’t suggest including photos of children, but if you choose to, get written parent permission and be mindful of legal issues and accepted safety precautions before doing so.

4. Create a professional website that includes information about your services, rates, policies, and contact information.
While this may sound difficult or expensive, it doesn’t have to be. There are services that can build a one-page website very inexpensively that will include all the necessary information parents need to make an informed decision about your service.

5. Create a brochure or flyer that can be distributed in the community.
This may be an effective way to let parents know about your services. Ask to post your flyer at your local library, churches, community centers, schools, etc. Hand them out to parents from your group to share with friends and coworkers.

As you create your flyer, include your contact info and some info about the services you provide, such as hours of operation and the ages of children you accept.

6. Participate in local events, such as school fairs, to promote your services and connect with potential clients.
One idea is to set up a small booth just geared toward introducing yourself. But, if you’d like to get more creative, you can set up a craft booth with materials for children to make a quick craft to take home.

7. Referrals from clients.
Ask for written testimonials and reviews from satisfied parents. These can help build trust and attract new clients.

Create a referral program to encourage current clients to refer friends and family to your services. Offer discounts and incentives for those parents who bring in referrals that actually try out your services. You can offer a specific dollar amount or a number of days of care for free to the parent who referred you.

8. Offer a special promotion or discount to new clients to attract them to your services.
Give parents a special sign-up discount, such as 25% off the first week of care, as an incentive to try your services. Offer special monthly rates that are discounted from daily or weekly rates.

9. Business cards and promotional products.
Carry business cards with you to give out any time the subject of child care comes up. You’ll be surprised at the unexpected opportunities.

Give magnetized business cards to parents to put on their refrigerator at home. When friends and family visit, they will see your info every time.
Have t-shirts or sweatshirts printed with the name of your child care program and the phone number. Wear them around town and at community events. You can also give t-shirts to parents that say something like, “My child loves Happy Kids Daycare” with the phone number printed below.

10. Join online platforms like Care.com, Sittercity.com, and UrbanSitter.com.

If you're just getting started, these online services can help connect you with parents in your area who are searching for child care services.

You've got this!
You don't need to do everything on our list. Choose those ideas that resonate with you. Remember, you are establishing yourself in your community. The more you participate, the more trust you will build. At the same time, don't be upset at missed opportunities or mistakes you may make along the way. Be your own cheerleader. Self confidence will help you gain the trust of others.

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