Marketing your service

^{Running a club > Daily management > Marketing your service}

For your club to be successful you will need to market your service effectively to ensure that as many childcare places as possible are filled. As a childcare business, your customers are parents, but don't forget that your clients are children who can have a real say in whether or not they like using your service!

As part of your planning and market research you will need to find the answers to the following key marketing questions:

• Is there sufficient demand for my service?
• What is expected of my service?
• Who are the alternative providers?
• Is the price right?

There are many ways that you can promote your business and you will need to think about the ways in which you can reach and communicate with your market and your potential customers. Some of the promotional methods most commonly used by childcare businesses include encouraging "word of mouth" recommendations, press releases, posters and leaflets, newsletters and open days.

Whatever you do . . .

• Be visible! You may know you are there - but does anyone else?
• Be understood! What type of service do you provide and how? Focus on your specific strengths and your unique selling point.
• Be attractive! Parents care about the environment in which they place their child - encourage a positive response from your target community by looking after your premises.
• Be relevant! Understand your local market - there is no use in providing a service that is not going to be used.
• Be approachable! Be welcoming - families will stay away if they feel intimidated, judged or dis-engaged.
• Be contemporary! Keep yourself up to date and fresh. The childcare sector is one of rapid growth and change - so you need to keep up with what's happening, especially what your competitors are up to.
• Budget accordingly! Cost up your marketing strategy and allow enough money in your budget to do a good job.

Your business development officer at OSN will be able to support you in marketing your business effectively. Contact us on 0114 249 4941 or e-mail info@osn.org.uk.

This information has been extracted from the SureStart booklet "It's the Business.. a Guide for Childcare Entrpreneurs" Copyright Department for Education and Skills 2003.