Although Universal preschool and childcare sound like a win-win for families and providers, this isn’t always the case. When a free program rolls into town, it’s hard for in-home providers and other community-based organizations to compete.
One option is for providers to become a Universal preschool or Head Start provider but this isn’t always easy or desirable for everyone. There are many ways to attract families to your program, even with free or low-cost options nearby.
Your mindset has a lot to do with keeping your program running despite families having free options nearby. Thinking positive won’t literally bring families to your door. Still, it will keep you from getting frustrated and losing confidence in your program.
Here’s the thing, free programs can’t possibly meet the needs of every family in your community. Some people would rather pay extra for more convenient hours or smaller class sizes, so don’t get discouraged. Parents will take notice if you are confident about what you offer.
Price is not the only factor parents consider when choosing childcare for their children. Many parents will gladly pay extra for longer hours, summer programming, or specialized curriculum.
Do a little digging to find out what the free programs are offering as far as hours and curriculum. It might be that they are half-day, which isn’t always easy for working parents. Whatever you offer that is unique to your program, focus on that when talking to prospective parents.
Consider the following aspects of your program and what sets you apart from others:
Yes, many school-aged children attend free public schools, but many parents choose to send their children to private schools. This is because they are looking for something unique and different.
If you notice that even when you highlight your program’s unique strengths to prospective families, they are still choosing the free options, it may be time to make some changes.
You may even ask parents for feedback about why they went with the free program. Was it strictly about the cost, or was there more factored into their decision-making?
After reflecting on the feedback from parents, you can see what changes you need to make. Maybe you need to hire additional staff or invest in new equipment and materials.
Aspects of your program you may consider tweaking to help you stand out:
One of the key ways to attract families to your program, even with free or low-cost options nearby, is by catering specifically to different age groups, like infants, toddlers, and preschoolers. Not all childcare programs are well-equipped to address the unique needs of each age group, and by highlighting your expertise in this area, you can offer something truly valuable to families.
Additionally, if you have "empty" space in your facility, consider opening new classrooms that align with areas of high demand. For example, many providers find there is a higher demand for infant or toddler care, so adding new classrooms for these age groups could help fill that gap and attract families looking for specialized care. By researching the local demand and offering programs that aren't available for free in your area, you can differentiate your service and meet the needs of families willing to pay for quality childcare.
Infants have unique developmental needs that require a calm, nurturing, and safe environment. Here are some ways to cater specifically to infants in your program:
Toddlers are at a highly active stage where they are learning through exploration and play. Catering to this age group involves balancing their need for independence with gentle guidance.
Preschoolers are preparing for school and benefit from structured activities that promote independence, problem-solving, and pre-academic skills.
Catering to different age groups shows parents that you understand the developmental needs of children at every stage. It demonstrates that your program isn’t a one-size-fits-all solution, but rather a carefully crafted environment that adapts to each child’s growth and milestones. Additionally, by offering dedicated spaces and programs for infants, toddlers, and preschoolers, you’re showing parents that you’re equipped to support their child’s unique developmental journey.
When marketing your program, make it clear that you recognize these different stages and offer tailored care and learning experiences for each one. This approach can be especially appealing to families looking for a nurturing and developmentally appropriate environment that will grow with their child over time.
Parents won’t choose you over the competition if they don’t know you exist! Increasing your marketing efforts can get your program in front of more parents, helping you to stand out above the other options in the area.
Winnie can help you market your program by helping you create a custom landing page and boosting you in local search results. There are lots of creative ways to market your program; all you need to do is think outside the box.