Chapter 16
Marketing the Program
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All Rights Reserved.
Chapter Objectives
• Identify the connection between a strategic
plan and a marketing plan.
• Using a SWOT Analysis Chart to develop
a marketing plan.
• Explain the connection between the age
and life experience of the intended
audience and how marketing materials are
best developed and distributed.
©2013 Cengage Learning.
All Rights Reserved.
Chapter Objectives
• Identify the components of a well
developed marketing tool kit.
• Design effective marketing materials for a
variety of marketing tools.
©2013 Cengage Learning.
All Rights Reserved.
Marketing
• Evaluate marketing opportunities in your area
– Newspaper/Yellow Pages®
– Radio/TV
– Fliers/posters/brochures
– Web site
– Linking with community organizations
• Direction of marketing depends on competition and
consideration of families that need to be reached in
order to recruit children and promote the program
©2013 Cengage Learning.
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Marketing / Public Relations
• Word-of-mouth may be the most effective
marketing strategy for a quality program
• Community resources
– Better Business Bureau
– Chamber of Commerce
– Community meetings and events (4th of July
parade)
– Churches
– PTA groups
– Nearby businesses
©2013 Cengage Learning.
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Marketing Materials
• Develop marketing materials that send
distinctive and powerful messages
– Caring
– Professionalism
– Respect
– Appreciation for young children
– Developmentally appropriate practices
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Marketing Materials
• Find unique slogans and logos to identify
your program
– Where every child is special
– Caring for your most precious possession
– Child care that nurtures our future
©2013 Cengage Learning.
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Marketing Materials
• Create a logo/slogan for use on:
– Signs
– Advertisements
– Stationery
– Brochures
– Developmentally appropriate practices
©2013 Cengage Learning.
All Rights Reserved.
Marketing
• Appealing to your target audience
– Use color and emotion in taglines
– Use photos
– Mix photos and graphics
– Add any credentials
– Bullet the benefits
– Give testimonials
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Brochure
• Items typically included in brochure:
– Name, address, and phone number of center
– Map showing location of program
– Program description
– Enrollment procedures and children served
– Licensing and/or accreditation status
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Promotional Items
• Other selling points:
– Parenting workshops
– Ability to borrow books from center’s lending library
– Baby-sitting referral service
– Center’s Web site address to keep potential clients
up to date on center activities
– Email address to keep in touch with administrators
– Special services (i.e., haircuts, girl scout troop)
©2013 Cengage Learning.
All Rights Reserved.
Public Relations
• PR is public’s perception and center image
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Physical setting
Good relationships with children and parents
Professionalism
Positive, energetic staff
Open houses
Inviting building
Creative playground
Friendly environment
Community involvement
Positive impressions
©2013 Cengage Learning.
All Rights Reserved.
Chapter Summary
• Marketing a center includes:
– Recruitment of children
– Promotion of the program
– Selection of staff and children
– Public relations
©2013 Cengage Learning.
All Rights Reserved.