Marketing a Preschool

Concept

The concept of preschool education has emerged as one of the most lucrative segments of the Indian education market. The preschool industry is expected to grow at a CAGR of 30 per cent for the next two years. As per experts, India has around 30,000+ preschools and without a doubt, the preschool business is thriving in India. Penetration rate is expected to rise at a tremendous rate during the forthcoming years, due to the rapid growth of preschools in tier II and III cities in the country. Running a preschool effectively in the competitive landscape in no child’s Play

Marketing a Preschool

Preschool centers to meet the budgets need to market/publicize themselves to actively enroll children and run at full capacity. Marketing is, in fact, an appropriate and even necessary, activity but that does not say they must engage in slick or high pressure tactics. There are varieties of options available in honestly promoting the services.

1. Understand the characteristics

Not all parents in your catchment area ready to entrust their children to your center. Few are unaware of your existence, few aware but not interested and other interested but not undecided of enrolling. An effective marketing strategy should understand the need and communicate appropriately to the end customer. Understand Parent characteristics, child characteristics, Income levels etc.

1. Create Awareness

Usually marketers are left with various options to market their services like leaflets, placards, brochures etc. but an improper scheduling of events wouldn’t help. Publicize when parents are most likely to perceive it when they are actively looking for child care. Thanks to digital marketing and content marketing tactics which helps in promoting all year long in a cost effective manner.

1. Generate interest by communicating your strengths.

Parents actively looking to enroll their children in child care programs are actively looking for some unique features which spark’s their interest to select program from among the various alternatives. To communicate marketable differences one must define the features, what are the program highlights, major strengths, curriculum characteristics.

The most important factors for parents selecting a Preschool or child care center are

1. Well – trained staff
2. Warm and loving caregivers
3. Clean and safe environment
4. Quality and Appropriateness

Helpful Resources:

1. Contact referral sources:

Referrals sources where parents usually perceive suggestion when they are looking for child care programs. Their seldom is a single obvious source for parents. There is no substitute for personal contact as a means of ensuring that referral sources are dutiful in publicizing your program.

1. Secure free Publicity

Newsletters, Press Releases, inside sales, Newspaper Columns, Events, workshops etc

End note: Marketing is often viewed as a tactic with slick sales pitches, high pressure bargaining and its practices often are highly objectionable. Establishing your reputation as a reliable and caring resource for parents and children is not an easy task. If quality is high, an effective marketing strategy will provide stable growth.