Family Day Care
Marketing
Marketing theory in practice
Concepts
„Cold‟ Prospect
Branding / awareness
Targeting / understanding
your audience
“Warm prospect”
Branding
Consistent messaging
“outreach”
Branding
targeting
Marketing theory in practice
Concepts
Media / PR
Consistent messaging
“hot prospect”
“word of mouth”
Branding
Targeting
Talk the talk walk the walk
Online presence
Branding
Service delivery
Marketing theory in practice
Concepts
Service delivery
The Disney Pancake
Marketing theory in practice
Marketing Tools
•Print collateral
•Media & PR
•“Outreach”
•Word of mouth
•Online presence
Marketing Concepts
•Branding
•Key messages
•Targeting
•“Product”
•Service delivery
•“Disney Pancake”
Key Learnings
•No „direct response‟
•„Perpetual promotion‟
•Planned, considered,
executed monitored,
ongoing ACTIVITY
•A process not a „big
bang‟ solution
The Planning Process
FDCA Scheme Marketing Workshop Tool: an integrated approach
Step 1
Information Gathering: informed decision making
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Demand and supply trends
The consumer environment
The competitive environment
UNDERSTANDING YOUR AUDIENCE
» What do we know about them?
» Where can we communicate with them?
» What tools can I use to communicate?
» Why do they care? (what pushes their buttons)
The Planning Process
Step 2
Review the Marketing Mix:
– Product
– Place:
» Physical environment
» Geographic location
– Price:
» A measure of “value”
» Review your position in the market
» Develop a pricing strategy
» Sell the benefits not the price
– Promotion
» Recruitment, retention, referral
The Planning Process
Step 3
Building the calendar:
– Using the information gathered in stapes 1 & 2 to schedule
a 52 week calendar of activity
– Ongoing activities
– Major campaigns (seasonaility)
– Communications and media
– „major projects‟
The Planning Process
Step 4
Implementation:
– Someone needs to „own the plan‟ / accountability
– Integrated activity / communication
– Review and evaluate
Branding
What is branding?
• Not a logo
• More like your organisation‟s „personality‟
• How do you judge a „personality‟:
– What we say / stand for (our messages/values)
– What we do (our service delivery)
– How we look (the way we present)
What’s the world’s most
recognisable brand?
Everybody knows:
•What he does?
•How he looks?
•What he says/stands for
?
What’s the most common feedback I
get from the sector about marketing and
family day care?
We haven’t leveraged the potential of our single
biggest competitive (marketing) advantage – our
brand
How many McDonalds across Australia? 750
How many FDC educators? 14,000
What makes a strong brand?
A strong brand has „brand equity‟
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Visual recognition
Understanding values & benefits
Influence decision making
How to build brand equity
• Jim Collins: Good to Great
– Building brand equity is like a giant flywheel
– It takes consistent effort in a coordinated direction
to gain momentum
Remember our scenario – consistent, coordinated
effort eventually influenced decision making!
The decision making process
Which family day
care service?
Family day care ‘pond’
There is a
decision to be
made before this!
What type of
childcare???
Family day care ‘pond’
app 12%
You don't choose which service until
you’ve chosen what TYPE of care
Long day care ‘pond’
app 60%
Some of the BEST branding is done
by not for profit charities!!!
Visual recognition
Understanding benefits & values
Positive influence on decision making
Question:
• What is your most effective marketing tool?
• What underpins „word of mouth‟ (referrals)?
• Your product – what you actually do ultimately underpins
what people tell others about your service.
• Improved word of mouth marketing starts with a quality
improvement plan – your QIP is not a compliance tool,
it‟s a marketing weapon!
Quality
Improvement
(from a parent perspective)
A handy tool for assessing quality
Net Promoter Score:
-a tool to assess your capacity to generate referrals by
improving the things that matter to decision makers
3 simple questions
Q1: on a scale of 0-10 how likely is it that you would refer
the service to a friend?
9-10 = Promoters – they love you!
7-8 = Passives – kind of whatever!
<6 = Detractors – more likely to bad mouth you!
3 simple questions
Q2: If you answered 9 or 10 what are the top 2 or 3
reasons why?
- this will tell you what it is that you do that people love
- what is really important to them
- also helps to identify the benefits you should promote. If
these people like it chances are others like them will too!
3 simple questions
Q3: If you answered 8 or below what are the top 2 or 3
things that the service could improve to get you to a
9 or 10?
- this will identify the things that lead to dissatisfaction
- your most important areas for improvement
The Disney Pancake
•
Disney is a long term global model of success based on an
organisational philosophy built around their mission
•
At Disney ... “we make happiness” (why)
•
Order a pancake at
Disneyland you
don‟t just get
„any pancake‟
What’s your Disney Pancake?
Leveraging the
media
Key Concepts
– Perpetual promotion
– Planning and execution
– No „big bang‟
– Leveraging the brand
– Ultimately, a quality service underpins
marketing
Resources
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Scheme marketing workshop manual
Monthly media toolkit
Online Print Centre
E-communications
Templates
Media and branding guides
Phone support
Questions?
Reflection
• What thoughts and opportunities did this session
provoke?
• What new understanding do you have?
• What does this mean to your practice?