By: Jana Funk
Extension Home Economist
Oklahoma State University
WHAT'S IN A NAME?
Often, a child care home is unnamed as a
business. A name helps parents and the public identify the provider in a more
professional manner. Give your business a name that:
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Tells people what you do,
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Conveys the image you want,
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Is easy to remember,
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Sets you apart from others, and
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Feels comfortable.
MARKETING A CHILD CARE HOME
Many providers may find it difficult to
know how to market their programs. This is not unusual in any profession. Most
people feel shy and uncomfortable at the thought of self promotion. The key is
to think about marketing as a series of steps. Take one step at a time and give
yourself time to gain confidence.
Put together written materials and telephone responses that clearly identify
your child care home. Give your name, address, and telephone number. Describe
your qualifications. Explain what the children do during the day. Summarize your
policies and mission. Write out your daily schedule, menus, and activities.
Let people know about your credentials. Share the information about the training
you have received, such as first-aid, CPR, and child development classes. If you
have earned a degree or a certificate, display them. Mention your credentials in
writing and over the phone. It is very important that the parents know you
operate a licensed child care home. If your home is accredited by the National
Association for Family Day Care, give your accreditation special emphasis.
Once you have built an image of your child care home, it is time to begin
promoting your business. Consider the following ideas:
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Some child care providers rely on word-of-mouth to recruit new parents and children for their services.
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Ask friends and neighbors for names of working mothers with small children. Contact those mothers in person or by
telephone.
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Contact the local Human Services or Child Care Resource and Referral office and local or state day care and
early childhood associations. They often supply names of licensed child care
providers to parents looking for quality child care.
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Place ads in the local newspaper or advertiser.
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Place notices on bulletin boards in self-service laundries, churches, shopping centers, and social clubs.
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Contact the local employment office. When employed people find jobs, they often need child care too.
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Leave your name and telephone number with the grade school secretary and principal.
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Leave your name with child care centers in case they receive more requests than their facilities can handle.
Ask if you may call people on their waiting list.
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Prepare and hand out business cards.
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Design a logo with the name of your program. Consider using children's art. Have your logo printed on T-shirts,
knapsacks, diaper bags, stickers, or buttons.
RESOURCES AND REFERRALS
Parents and employees tend to rely on
resources and referral agencies to locate a family day care home because this
type of care is often difficult to locate. Contact major employers, resource
centers, and referral offices.
RESOURCES
Pinsky, D. (1991). Family Day Care
Exchange of Information and Ideas: Family Day Care as a Business. North Central
Regional Publication, No. 128d.
The National Council of Jewish Women. (1992). *Marketing Kit for Family Day Care
Providers: Sharing the Good News About Family Day Care*. *Marketing Tip Sheet
for Family Day Care Providers Making News*, *A Family Day Care Providers Guide
to Working with the News Media*. New York.
DOCUMENT USE/COPYRIGHT
National Network for Child Care - NNCC. Part of CYFERNET, the National Extension
Service
Children Youth and Family Educational Research Network. Permission is granted to
reproduce
these materials in whole or in part for educational purposes only (not for
profit beyond the cost of
reproduction) provided that the author and Network receive acknowledgment and
this notice is
included:
Reprinted with permission from the National Network for Child Care - NNCC.
Wilson, E. & Burns, M. (1993). Promotion (HBB7-1). In Child care home.
Stillwater, OK: Oklahoma State University Cooperative Extension Service.
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