Carolyn Reed and Katie Cardona explain how to position your nursery as the trusted and appealing choice for parents

 

In a recent article for Independent School Management, we wrote about the value of having a nursery in an independent school. We know from the webinars we run on this subject, and the clients we are working with, that opening a nursery, or developing an existing one, is now a reality in many independent schools. So, thoughts now turn to marketing your shiny new nursery or your recently expanded setting effectively, in the increasingly competitive early years sector.

Always start with research. Finding the right nursery is a major decision for parents, often charged with emotion, so understanding their priorities and requirements is key to your marketing activities.

The parents – prospective and current

Who is your ideal customer? If you can identify your target audience then you can make sure that your marketing resonates with the people you want to attract by meeting their needs and addressing their concerns and anxieties.

We suggest creating a profile of the type of parents you want to attract, keeping it current and updated as your knowledge grows. Include details about where they live, their ages and the ages of their children, their occupations and family situation. You need to know who you are talking to so you can understand how to talk to them.

It’s also crucial to update constantly the knowledge you have about your current families, such as their ongoing needs and priorities and what they think about your nursery. This helps you to develop and improve your provision, always ensuring that you are meeting (and hopefully exceeding) their requirements. You can do this easily with online surveys. Keep the surveys simple, ideally no more than five or six questions, focusing on what they like best about your nursery and what they would like to see developed or improved with plenty of open-ended questions that allow parents to provide detailed feedback in their responses.

By listening to your current families and making continuous improvements you can provide the highest quality in your nursery, meeting the requirements of both children and parents, and thereby enhancing your reputation in the local market.

The local area and your competitors

In order to ensure your marketing campaign is successful, you will need knowledge of your local area. Keep an eye on what other early years providers in your area are doing by starting a competitor audit, researching the key features of your key competitors and keep this updated.

With so much choice available to parents looking for childcare, it’s critical to identify what sets your nursery apart from others in your area. This could be flexible hours, unique teaching/childcare methods, outdoor spaces, specialisms and many other features. Some nurseries even offer a laundry service. These differentiators should all be noted in your competitor audit.

In addition, investigate all aspects of early years provision, including what type of childcare parents prioritise, what their future requirements might be, and how you can fill any gaps. There are lots of sources of data and information which are free to access. We always recommend the Office for National Statistics which publishes a wide range of data relating to birth rates, employment and travel to work information which will be invaluable to your databank of knowledge.

Local authority websites can also be very useful. Here you’ll find data relating to changes in your local area such as new housing developments and industrial/business parks, both of which are likely to attract new families who may well be looking for a nursery.

Have a robust marketing strategy

This ongoing research programme will inform your key messages and the outcomes you wish to achieve in your marketing activity. These considerations will form the basis of your marketing strategy.

Create a clear road map for how your nursery can achieve its goals by effectively reaching its target audience. Independent schools are at a distinct advantage in this respect as most have dedicated marketing personnel who will be familiar with working with a marketing strategy and marketing planning.

Key aspects of your nursery marketing planning should include:

A strong online presence via your website

The majority of parents cite word of mouth as the key factor in considering nursery provision, but many will still initiate their search online, so having a regularly updated website and social media presence is essential to boost your visibility to potential new families, while at the same time supporting current families with news and information

Parents will look at your website and social media posts and form an impression of who you are well before they ever enter your setting and they may even choose to visit your nursery based simply on your online presence.

On that basis, you would be amazed by the number of independent school websites we look at that lack basic information. The age range of the pupils, single sex or co-ed, and where they are located are only a few items that are often missing and parents who are short on time will simply lose interest in you, however good your school is.

This is even more crucial for the nursery section. Private, voluntary or independent providers such as Bright Horizon, Fennies and Busy Bees, often have a whole website dedicated to one branch of their nursery, whereas independent schools will have a page, or two, as part of a whole school website. This simply isn’t enough.

So, make sure the nursery section of your website:

• Explains to prospective parents what your nursery offers, the age group catered for and thr hours and weeks available.

• Demonstrates why parents should choose your nursery over others.

• Explains how the nursery meets their needs. This should cover any government funding you offer.

In addition, you can add value by providing helpful content to support parents, such as blogs and newsletters to share parenting tips, educational articles and updates about your nursery.  Testimonials from other parents are also important to build trust and spread the word. These features will help to establish and enhance your position as an authoritative player in the local nursery landscape.

Active and engaging social media accounts

Instagram and Facebook are the most popular platforms for young parents, so run targeted Facebook and Instagram ads aimed at local families in addition to your normal school advertising.

Social media posts, using both photos and short videos, can cover content of what happens in your nursery on a daily basis, profiles of the staff and events happening in the local community that will appeal to parents with young families. Make sure you post regularly to engage with your followers and build a strong online community.

Offline marketing activities 

When it comes to promoting your nursery, offline activities are also an effective way to attract your target audience.

Printed materials

Distribute printed materials such as posters, flyers and brochures in locations where you know young families gather. This can include community noticeboards in local coffee shops, supermarkets, churches and leisure centres. Ads in local magazines and newsletters are generally low cost and can still help awareness, depending on where your school is located and if there is a strong local community.

It’s also worth noting that the signage outside your nursery should be clear, informative and eye-catching, consistent with your overall school branding, while clearly communicating that this is the nursery section of your school.

Events

Holding an open event for your nursery is a great way to showcase your setting and meet new parents. It can be a fun and interactive way to engage with parents and their children, giving them a taste of what your nursery has to offer. We have seen a number of nurseries offering very successful themed open events which in effect become an enjoyable ‘day out’ for families while performing an effective sales function at the same time. Remember to offer access to your main school during an open event, if you can, as this will show parents that your nursery is the first step on their child’s educational journey with you.

And finally, remember to review your marketing strategy regularly to ensure it is still relevant and effective. As your nursery develops, your marketing strategy may require amendments to meet new challenges and opportunities. Regular monitoring and subsequent adjustments will ensure your nursery stays competitive and appealing and continue to attract new interest.

 

Carolyn Reed and Katie Cardona are schools communication and marketing consultants at Reed Brand Communication