How to Compete with Free Preschools

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.

Think positive

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.

Focus on your strengths

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:

Hours- Do you offer before and after school care? Flexible drop-in care or part-time care? If you don’t offer these, consider adding them to your schedule.
Curriculum- Do you offer a specialized curriculum or approach to education?
Enrichment- Do you offer yoga, mindfulness, dance or STEM? Highlight any extra programming that you offer when advertising your program.
Class sizes- Do you offer smaller class sizes or smaller student-teacher ratios? Parents gladly pay extra for smaller classes.
Play equipment- Do you have an outdoor space where children can run around and work on their gross motor skills?
Food- Do you offer organic meals? Cater to dietary restrictions?

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.

Pivot if you need to

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:

Enhanced security features- Parents like to know that their children are safe. Features like video doorbells and electronic sign-in and out policies attract parents.
Parent-teacher communication- Parents love to receive updates and photos of their children throughout the day. Look into using an app to share updates and communicate with parents.
Webcam access- Some parents enjoy being able to check in on their children throughout the day. Consider offering live-streaming webcam access.
Extra programming- Can you offer music classes, STEM, or another enrichment program?
Before and after care- Parents are always searching for before and after school options. They also need care during school breaks! You may be able to fill in these gaps in your community!
Accreditation- Are you accredited by agencies like NAEYC (National Association for the Education of Young Children)? If not, you may want to consider going through the application process!

Cater to different age groups

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 (0-12 months)

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:

Focus on Individualized Care: Infants need close attention and responsive care. Highlight your low staff-to-infant ratio and ability to provide individualized attention to each child.
Age-Appropriate Toys and Equipment: Show parents that you have safe, stimulating toys and equipment tailored to infants’ developmental stages, such as soft toys, tummy time mats, and sensory objects.
Routines for Eating and Sleeping: Many parents appreciate a provider that respects each infant's unique eating and sleeping schedule. Emphasize your flexibility in accommodating individual routines.

Toddlers (1-3 years)

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.

Structured Play with Flexibility: Offer activities that promote exploration, like sensory play, creative arts, and outdoor play. Highlight any dedicated spaces or programs for toddlers that allow them to explore safely.
Early Learning Activities: Mention any early learning activities that you provide, such as simple counting games, color recognition, and storytime, which help stimulate cognitive and language development in toddlers.
Socialization Opportunities: Toddlers are beginning to interact more with their peers. Point out how your program encourages positive social interactions and helps them learn social skills through structured playgroups and group activities.

Preschoolers (3-5 years)

Preschoolers are preparing for school and benefit from structured activities that promote independence, problem-solving, and pre-academic skills.

School-Readiness Curriculum: Highlight your preschool curriculum, which may include activities to develop early literacy, math, and science skills. Show parents that you’re helping to prepare their children for the transition to kindergarten.
Creative and Physical Enrichment: Parents of preschoolers often seek programs with enrichment activities like art, music, movement, or language classes. Emphasize any unique offerings, such as dance, STEM activities, or language immersion that cater specifically to this age group.
Fostering Independence and Responsibility: Preschoolers are eager to take on more responsibility. Showcase activities where they can practice independence, such as taking care of their belongings, helping with small tasks, and making choices.

Why Cater to Different Age Groups?

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.

Get your name out there

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.