Marketing & Enrollment: Helping Families Find You

Families choose child care based on trust, relationships, and a sense of belonging. Thoughtful marketing helps families learn about your program and feel confident that their child will be safe, supported, and loved. Clear enrollment practices then make it easy for families to join your program and understand what to expect.

Core Connection Strategies

• Share your story highlight your mission and what makes your program special
• Maintain a simple web presence or social media page
• Stay visible, your presence in the community builds trust before a family ever reaches out.
• Offer tours and “meet & greets” so families can visit, ask questions, and imagine their child in your program
• Encourage family referrals-happy families often refer other families
• Keep communication friendly and consistent respond promptly and clearly

Additional Recruitment Tips (Adapted from National Association for the Education of Young Children  NAEYC)

1. Register with your local Child Care Resource & Referral agency so families searching for openings can easily find you.
2. Post flyers in community spaces such as libraries, laundromats, grocery stores, and pediatric offices (with permission).
3. Connect with local realtors who support families moving into your community.
4. Collaborate with your school district and share program information through approved channels like school boards, teacher lounges, or kindergarten enrollment events.
5. Build visibility by participating in community events such as fairs, festivals, and city gatherings.
6. Network with foster care and social service agencies that sometimes need emergency or temporary child care placements.
7. Contact HR departments at nearby businesses. They often help employees locate child care resources.
8. Keep your program listings updated; ages served, openings, hours, and holidays so referrals remain accurate.

Helpful Reminders During the Enrollment Process

• Provide clear next steps, timelines, and expectations
• Collect required forms (e.g., enrollment, health, emergency contacts)
• Review your contract and policies together
• Offer opportunities for families to ask questions and build relationships
• Keep your openings up to date and maintain a waitlist when needed
• Supporting families through each step helps them feel welcome and informed.

Enrollment Analysis: Learn from Your Data

Understanding your enrollment patterns helps you make strong decisions for your business. Reviewing trends throughout the year can highlight:

• Peak seasons for inquiries and enrollment
• Ages or schedules that fill quickly
• Marketing strategies that work best
• Opportunities to strengthen stability

Many providers complete a Family Child Care Needs Assessment when starting out and revisit it annually to guide improvements and growth.  Your enrollment process will support you to understand the trends and patterns that may be impacting your business. Determine what is working, what is a challenge and consider ways to improve the results you want.  Often business owners complete a FCC Needs Assessment as they begin this journey and it is recommended that periodic reviews of your data or information is updated and re-evaluated.  This allows you as the business owner to stay informed and to consider other areas of needed improvement. Actively participating in your own analysis is a step towards continued success.  Here is one example of a Family Child Care Needs Assessment for your review. https://www.childcareaware.org/wp-content/uploads/2018/10/Family-Child-Care-Home_R02_NeedsAssessment.pdf