nafcc.org -
 |
Benefits and Features in Family Child Care |
Parents want to know, “Why should I enroll my child in your program?”
In answering this question, family child care providers should talk about the “benefits” rather than the “features” of their program. Parents will make a decision to enroll their children into program based on “benefits,” not “features.”
Benefits: Tell customers how the program will help them and their children
Features: Merely describe what the program offers
|
Feature |
Benefit |
|
| 1. | Open 7:00 a.m. - 5:00 p.m | Convenient hours for a parent’s busy schedule |
| 2. | Substitute on call | Parents need not worry about finding back up care |
| 3. | Large backyard | Plenty of room for children to play |
| 4. | On the Food Program | Serves nutritious meals |
| 5. | Licensed | Meets all health and safety standards |
Why should a parent enroll their child in your program?
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
This handout was produced by Think Small (www.thinksmall.org).
For Tom’s entire publications visit: NAFCC Store (NAFCC members receive a discount)
Tom Copeland This email address is being protected from spambots. You need JavaScript enabled to view it. Phone: 801-886-2232 (ex 321)
Facebook - http://www.facebook.com/tomcopelandblog
Blog - http://www.tomcopelandblog.com
"Become a member of the National Associaton for Family Child Care, (http://www.nafcc.org/) and receive monthly business e-newsletters, discounts on books by Tom Copeland, IRS audit help, and much more."
|
Child Care Competitors |
Name of Program Key Benefits Hours Ages/Rates
_____________________________________ I __________________
____________________________________ T __________________
_____________________________________ P __________________
_____________________________________ S __________________
Name of Program Key Benefits Hours Ages/Rates
_____________________________________ I __________________
_____________________________________ T _________________
_____________________________________ P _________________
_____________________________________ S _________________
Name of Program Key Benefits Hours Ages/Rates
_____________________________________ I __________________
_____________________________________ T _________________
_____________________________________ P _________________
_____________________________________ S _________________
This handout was produced by Think Small (www.thinksmall.org).
For Tom’s entire publications visit: NAFCC Store (NAFCC members receive a discount)
Tom Copeland This email address is being protected from spambots. You need JavaScript enabled to view it. Phone: 801-886-2232 (ex 321)
Facebook - http://www.facebook.com/tomcopelandblog
Blog - http://www.tomcopelandblog.com
"Become a member of the National Associaton for Family Child Care, (http://www.nafcc.org/) and receive monthly business e-newsletters, discounts on books by Tom Copeland, IRS audit help, and much more."
|
Four Key Tips on Marketing for Family Child Care Providers |
April 2008
Here are some tips to help providers promote their business:
| 1. | You can compete with other homes and centers by identifying the benefits of your program and communicating them to parents. Benefits explain how your program will help children and their parents: "Individual attention to help your child grow and learn," "Flexible hours to meet a parent's busy schedule," "Accredited by NAFCC," and so on. Your benefits should answer the question, "Why should a parent bring their child to your program?" Ask the parents in your program, your daycare children, other providers, and your regulator for suggestions of benefits that describe your program. | |
| 2. | Promoting your program should be seen as an ongoing process that reaches out to current families, prospective families, and past families: | |
| • | Communicate regularly with current families about the benefits of your program through a newsletter, emails, written notes, bulletin board postings, etc. | |
| • | Offer a finder's fee to current families if they refer a new family to you that you enroll. This fee can be an offer of free care or money. | |
| • | Have a celebration (holiday party, summer barbeque, etc.) where you invite current and past families to come to your home and interact with each other. Current families who meet past families will gain a greater appreciation for your work. | |
| • | Keep track of children through letters and photos after they leave your program. Post these letters and photos (with permission) in a scrapbook or on your wall. The best measure of success of your program is how well children do after leaving your program. | |
| 3. | Use the services of your local Child Care Resource and Referral agency (CCRR) to help your promote your program: | |
| • | Regularly update your enrollment information, including future vacancies. | |
| • | Talk to a referral counselor on a regular basis about the supply and demand for child care in your area. Ask for advice about how you can better meet the needs of parents. | |
| • | Keep up with the rates charged by other providers by asking for the latest rate information. | |
| 4. | Compare the quality of care your offer with the rates you charge parents. If you are offering a high-quality program, your rates should reflect this. The more you are able to communicate the benefits of your program, the higher your rates can be. Too often parents cannot see a difference in the quality from one provider to another and therefore make their decision based on rates. It's up to providers to show parents what they are paying for. Set a goal of raising your rates once a year, and put a statement that this will happen in your contract. | |
For more information, see the Family Child Care Marketing Guide (www.redleafpress.org or 1-800-423-8309).
This handout was produced by Think Small (www.thinksmall.org).
For Tom’s entire publications visit: NAFCC Store (NAFCC members receive a discount)
Tom Copeland This email address is being protected from spambots. You need JavaScript enabled to view it. Phone: 801-886-2232 (ex 321)
Facebook - http://www.facebook.com/tomcopelandblog
Blog - http://www.tomcopelandblog.com
"Become a member of the National Associaton for Family Child Care, (http://www.nafcc.org/) and receive monthly business e-newsletters, discounts on books by Tom Copeland, IRS audit help, and much more."
|
Child Care Trends |
1) Competition from other child care programs will continue to increase.
2) There will be more competition from providers exempt from regulation.
3) There will be more competition from large child care centers.
4) Parents will demand more from their caregiver and will be more likely to leave one program
for another.
5) There will be a greater demand for specialized services.
6) It will take longer to fill child care openings.
7) More parents will be looking for objective standards of quality.
8) More child care programs will close because of financial pressures.
9) Providers who have good business skills and the ability to communicate with parents will be
more likely to succeed.
This handout was produced by Think Small (www.thinksmall.org).
For Tom’s entire publications visit: NAFCC Store (NAFCC members receive a discount)
Tom Copeland This email address is being protected from spambots. You need JavaScript enabled to view it. Phone: 801-886-2232 (ex 321)
Facebook - http://www.facebook.com/tomcopelandblog
Blog - http://www.tomcopelandblog.com
"Become a member of the National Associaton for Family Child Care, (http://www.nafcc.org/) and receive monthly business e-newsletters, discounts on books by Tom Copeland, IRS audit help, and much more."
|
How to Compete Against Child Care Centers |
Visit the center and get copies of all written materials they distribute to parents: rate schedule, special services, description of benefits, etc.
Compare your program’s benefits with the center benefits. What does your program offer that the center does not?
Examples:
Smaller group size for more individual attention for each child
Home environment where children can play in familiar surroundings
Home-cooked, individually prepared meals
Healthier environment for children with less exposure to illness
Years of experience by a consistent caregiver
You may want to offer services that are not offered by a center: longer hours, infant care, special needs care, etc.
Promote your program using your benefits: finder’s fee, door hangers, business flyers. Talk to center director about ways you might be able to cooperate: back-up care, odd hour care, infant care, field trips, etc.
This handout was produced by Think Small (www.thinksmall.org).
For Tom’s entire publications visit: NAFCC Store (NAFCC members receive a discount)
Tom Copeland This email address is being protected from spambots. You need JavaScript enabled to view it. Phone: 801-886-2232 (ex 321)
Facebook - http://www.facebook.com/tomcopelandblog
Blog - http://www.tomcopelandblog.com
"Become a member of the National Associaton for Family Child Care, (http://www.nafcc.org/) and receive monthly business e-newsletters, discounts on books by Tom Copeland, IRS audit help, and much more."
