Running a preschool is more than just a job to you—it's your passion. You've taken it upon yourself to play a defining role in the development of young minds and creating a safe space for children to learn and grow. But you know as well as anyone, passion alone doesn't keep the doors open. To sustain and even expand your child care business, you need to attract more families and increase enrollment. This means marketing well, being an expert on what parents look for, and effectively communicating the unique value of your daycare. This guide will help you balance your love for childcare with smart business strategies on how to increase daycare enrollment. 

What do families look for in a daycare provider?

When parents set out to find the perfect provider for their child, there are some major factors involved in the decision-making process. It's not just about making it easy to move off the waitlist, you must understand parents' top priorities so that you can cater your services to more families and attract more enrollments. Here are the most important considerations for families:

Flexible care plans

Every parent juggles with what feels like countless responsibilities, so flexible childcare options are highly desirable. Offering part-time, full-time, after-school, and summer programs allows families to choose arrangements that best fit their schedules. This helps you attract a broader clientele and sets you up for steady daycare or preschool enrollment throughout the year.

Flexible payment options

Over half of American families have experienced feelings of financial insecurity. Daycare tuition is yet another expense they have to fit into their budget. Providing flexible tuition payment plans, like installment options or sliding scale fees based on income, can make quality childcare more accessible and attract more families to your center. At the same time, late payment policies are essential for protecting your business, but they should be fair and considerate of families’ financial challenges.

Safety and security

Physical and emotional safety is the #1 priority for parents. Offering a secure facility with controlled access, regular safety drills, and adherence to health protocols provides much needed peace of mind, for you and parents. Equally important is the emotional well-being of children—nurturing environments that promote positive experiences and support mental health are highly valued.

Qualified and caring staff

Quality of care heavily influences the provider a family will pick for their kids. Parents look for daycare centers staffed with qualified, reliable professionals who carry certifications in early childhood education and keep ongoing professional development. Also, a low child-to-teacher ratio sets the stage for personalized attention.

Common challenges in daycare enrollment

The process of childcare enrollment can be tricky for both families and providers. But anticipating potential hiccups can help prevent issues before they arise. Here are some of the most common enrollment challenges to look out for:

High costs for families

Child care is getting more expensive, which poses a major obstacle for many families. In fact, some families find that the stay-at-home parent route is more economical than shelling out costs for childcare. Many parents are also facing a return to in-person work, which increases the demand for reliable and affordable care.

In response to this, you should do your best to strike a balance between attainable care and maintaining profitability. You can do this through flexible payment plans, which make quality child care more accessible.

Competition from other providers

The more centers there are in your local area, the more competition you face. To stand out, think about how you can best meet the unique needs of your community and tailor your services accordingly. This could be introducing specialized programs or emphasizing a specific educational philosophy that resonates with local families.

Seasonal influence on enrollment numbers

Enrollment rates fluctuate with the seasons. Summer months might bring a surge in enrollment due to school vacations, while other times of the year could show a decline. To weather these variations, you can offer seasonal programs or camps that better meet the needs of your families. Also, consider running year-round marketing to help keep enrollment levels up, even during historically slower months.

Subsidy awareness and management

Many families don’t know about the great subsidy programs designed to alleviate the financial pressure of childcare, which can lead to not enrolling at all. As a provider, it’s important to take ownership of helping qualified parents find aid. By facilitating access to subsidies, you can make a big difference in these families’ lives and increase your enrollment numbers. Win-win!

Tips and strategies for attracting new families

Attracting new families to your childcare center can empower you to serve more local families in your community—and, of course, keep your business thriving for years to come. If you're wondering how to increase preschool enrollment, these strategies can help you attract new families. 

Set a good first impression

First impressions are everything. When parents reach out, give them a seamless, inviting process to follow. Using customer relationship management (CRM) software can simplify communications and make it easier to schedule tours, manage inquiries, and make sure no potential families fall through the cracks.

Optimize your website

Your website is your digital storefront. Present a professional and informative online presence so you can start building trust and credibility at the very first point of contact with future customers. Incorporate testimonials from current families, use engaging images that reflect the culture of your center, and make sure all relevant FAQs are addressed, covering topics like curriculum, teaching approach, safety protocols, and daily schedules. 

Incentivize existing families

Word-of-mouth is one of the best marketing tools. Encourage your current families to refer friends and relatives with incentives. A referral program with monthly discounts on tuition can motivate families to spread the word. Another win-win—this rewards loyal customers and fosters a cohesive community and sense of belonging at your center.

Maintaining enrollment and promoting retention with the right approach

Maintaining preschool enrollment is just as important as attracting new families. And this hinges on two pivotal strategies: fostering honest, transparent communication with parents and implementing an engaging, developmentally appropriate curriculum. Here’s how you can keep your current customers happy and enrolled until their kids age-out of your program:

Offer honest, transparent communication

Building trust with parents is key to retaining families in your program. Regular, open communication helps parents feel informed and involved in their child's daily experiences. This includes:

• Regular updates and newsletters: Daily or weekly updates on children’s progress and activities strengthens the partnership between your center and the families.

• Utilizing technology for engagement: Childcare management apps streamline communication by allowing providers to share real-time updates, photos, and messages, keeping parents engaged in their child’s daily experiences.

Develop an engaging curriculum

A well-structured curriculum that addresses the social, cognitive, and emotional development of children is crucial for retention. Parents are more likely to keep their children enrolled when they see tangible growth and engagement.

• Holistic Development Focus: Design activities that promote social skills, cognitive development, and emotional intelligence. Incorporate play-based learning, collaborative projects, and opportunities for self-expression to cater to various developmental needs.

• Clear Curriculum Outline: Communicate your educational approach and learning objectives to parents. Whether you adopt Montessori, Reggio Emilia, or a blended methodology, providing detailed information helps parents understand the benefits and align their expectations with your program's goals.

Incorporate feedback and continual improvement

Actively seeking and incorporating feedback from parents demonstrates a commitment to continuous improvement and responsiveness to their needs.

• Surveys and feedback forms: Periodically distribute surveys to gather insights on parent satisfaction, areas for improvement, and suggestions. They’ll appreciate being involved in tailoring your program to their children’s needs.

• Parent-provider meetings: Schedule occasional meetings to discuss each child's progress, address concerns, and set goals. These personalized interactions strengthen relationships and create a collaborative environment.

Create a welcoming environment

The environment and feel of your center plays a big role in retention. A welcoming, safe, and stimulating atmosphere encourages families to remain part of your community.

• Inviting physical space: Keep a clean, safe center equipped with age-appropriate materials. Bright, cheerful settings with engaging learning areas are sure to make a positive impression on both children and parents.

• Inclusive community building: Throw quarterly events that bring families together, like family nights, cultural celebrations, or parent workshops. Building a community at your center will bolster loyalty and a shared commitment of the children's well-being.

Use technology to enhance enrollment

Bringing powerful tools into your center—like childcare management software and digital marketing strategies—saves time on manual tasks, strengthens your relationship with parents, and attracts families that expect a modern experience. Here are some options you might consider:

1. Childcare management software to simplify operations

A big part of running a daycare is managing a jumbled mess of administrative tasks, from enrollment to billing. Childcare management software simplifies these tasks, allowing you to focus on the important thing: providing quality care. Excellent platforms offer solutions that include CRM features, lead tracking, enrollment management, and detailed record keeping. The right solution will take the weight of manual tasks off of your shoulders and reduce human errors.

Make sure to opt for a partner that comes equipped with communication tools that allow for real-time updates to parents. For instance, you should have the option to share daily reports, photos, and messages directly through the app, keeping parents informed about their child's progress. This level of engagement can significantly enhance parent satisfaction with your center.

2. Digital marketing to showcase your preschool’s strengths

Parents turn to the internet first to find childcare options, so if you don’t show up in their Google search, or their Instagram feed, you might have knocked yourself out of the running from the very beginning. An updated, user-friendly website serves as the foundation for successful digital marketing. 

Active social media profiles are also very important to  amplify your digital presence. This is where you should share success stories, post engaging content, and interact with your community. Regular updates to these platforms helps you build a positive image and attract potential clients. Using social media advertising can allow you to target specific demographics and boost your reach, so your message gets in front of the right audience.

3. Implement Lead Tracking

Understanding the journey of potential families from first inquiry to enrollment is vital to building effective marketing strategies. Lead tracking tools within childcare management software allow you to monitor interactions, follow up promptly, and analyze conversion rates. This data-driven approach helps you find which marketing efforts are most effective and where to make improvements.

With organized records of all prospective families, you can personalize your communication, address specific concerns, and build relationships that increase the likelihood of enrollment. This gives you the confidence that no potential lead falls through the cracks.

Daycare staff development and training

Investing in staff development and training is a major factor in the success of any daycare center. A well-trained and satisfied team can deliver better care, which builds trust with families and supports a stable and nurturing learning environment.

Continuous professional development

Keep your staff updated with the latest childcare techniques and best practices. You can do this through regular training sessions that teach them how to handle various situations and provide the best care possible. For example, organizing professional development days can motivate your team, foster bonding, and inspire them to apply new knowledge in their daily routines.

Continuous learning opportunities can significantly improve staff performance and ownership of their role. By investing in their growth, you show that you value them as indispensable members of the team, leading to an even more positive work environment. 

Staff retention strategies

High staff turnover can disrupt the continuity of care and negatively impact children's development—and enrollment numbers. To enhance staff retention, consider the following strategies:

• Competitive compensation: Offering salaries that reflect the value of your staff's work can reduce churn. Some childcare centers have successfully increased staff retention by providing wage supplements or bonuses.

• Positive work environment: Creating a supportive and inclusive workplace culture boosts morale and job satisfaction. Encourage open communication and recognize your employees' achievements whenever possible!

• Professional Growth Opportunities: Providing clear career advancement paths and opportunities for professional development can motivate staff to stay long-term. Offer mentorship programs or leadership training so they can envision a future within your organization.

Key Takeaways for Growing Preschool Enrollment

Increasing preschool enrollment means understanding parental priorities, addressing common challenges, implementing effective marketing strategies, and leveraging technology. With a focus on flexible care plans, transparent communication, and engaging curricula, you can create an environment that attracts and retains families. Embracing these strategies will support the growth and sustainability of your daycare center and empower you to deliver the nurturing environment children deserve.