Of all the strategies I teach, one of the most difficult for habitancy to literally apply in their child care marketing is how to recognize and chronicle their core differences - the unique benefits and features of what they do.
Here is an easy 5-step process for figuring this out for your center:
Child Care
Step 1: Get clarity on what your competitors offer. Make a list of your top 5 competitors and literally dig into what they offer. Look at all the aspects of their program: facility, features, meals, ratios, transportation, security, etc. What does their brand "say" to you as a consumer? The best way to literally get clear on this is to strangeness shop them, or have a friend, instructor or colleague do so on your behalf. At the very least call them, go on their website, and request info.
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Step 2: Ask your existing parents for input and help. How did they see you were different, why did they select you, what did they see at your competitors when they toured them. A great way to do this is to host an evening focus group and furnish dinner. You will learn a Ton!
Step 3: Now, list all your best features and benefits and look for ones that literally set you apart, based on what you've learned about your competitors. You don't have to be the Only one with that benefit, but you should be doing it differently or extra in some way from most of the other programs in the area. Use the list below as a thought-starter.
Step 4: select your 3 or 4 best unique benefits from the list you made in Step 3. They should all be tangible, easy to "get", specific (numbers are great) and important/relevant to parents.
Step 5: chronicle your list everywhere. Put this list on your website, brochure, frame on the wall of your school, in your phone script, in your tour, on your signage, etc. Train your teachers on the list and quiz them periodically to make sure they can literally chronicle how you are extra and unique!
Use these steps to craft your unique value message Today!
Examples of Unique Benefits or Differences in Early Childhood Programs
- Montessori, Reggio Emilia, or "blended" religious doctrine
- Christian, Jewish - religion-based
- Organic meals
- Fresh fruit & veggies at every meal so kids learn to love healthy choices
- Paperless, green, or eco-friendly
- condition & wellness focus
- safety focus: state of the art, cameras, etc.
- Large / unique playgrounds or nature-based education
- % of instructor with Ece degrees
- length of average teaching contact
- Kindergarten readiness measures / program
- Parent reserved supply library
- Enrichment programs included in 1 tuition price
- Kids Cafe / kids learn table manners family-style
What can You come up with that resonates with parents and is easy to comprehend?
Five Easy Steps to identify and report Your Unique Value - Your Differences in Child Care
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