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Transcript
Chapter 16 Marketing the Program ©2013 Cengage Learning. All Rights Reserved. Learning Objectives 1. Identify the components of a welldeveloped marketing plan. 2. Explain strategies that maximize public relations efforts. ©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. All Rights Reserved. Discussion Questions 1. What other marketing strategies would be beneficial in promoting a center in your area? 2. If the center is full and has a waiting list, do you think a center should spend money for marketing? 3. What is the difference between marketing and public relations? ©2013 Cengage Learning. All Rights Reserved. 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. All Rights Reserved. Discussion Questions 1. What other marketing strategies would be beneficial in promoting a center in your area? 2. If the center is full and has a waiting list, do you think a center should spend money for marketing? 3. What is the difference between marketing and public relations? ©2013 Cengage Learning. All Rights Reserved. Marketing Materials • Develop marketing materials that send distinctive and powerful messages – Caring – Professionalism – Respect – Appreciation for young children – Developmentally appropriate practices ©2013 Cengage Learning. All Rights Reserved. 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. All Rights Reserved. Marketing Materials • Create a logo/slogan for use on: – Website – Signs – Advertisements – Stationery – Brochures – Developmentally appropriate practices ©2013 Cengage Learning. All Rights Reserved. Discussion Questions 1. Can you think of a unique slogan? 2. What age group should you target your marketing materials? Why? ©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 ©2013 Cengage Learning. All Rights Reserved. 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 ©2013 Cengage Learning. All Rights Reserved. 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. Center Website Due to this generation’s digital literacy, the center’s website is now the most important tool a child care center has to market itself. Public Relations • PR is public’s perception and center image – – – – – – – – – – 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.
