Enrollment is one of the key concerns of preschool directors. Whether you have a full waiting list or your numbers are lower than you hoped, it's essential to continuously reach out to target markets to ensure a steady pipeline of incoming students.
While expert educators, most directors do not have adequate training for marketing, community outreach and other enrollment-boosting activities. To focus your enrollment strategy, adopt a business mindset and consider some effective methods that can be customized for your location and needs.
Here are seven ideas to help positively influence preschool enrollment:
Enhance open houses: These "tours" give prospective parents a detailed view into your center and the day-to-day experiences of students. Go beyond classroom visits to highlight other features of your program. Leave plenty of time for questions and make families feel as welcome as possible. If done right, the majority of families will sign an application on-site or within 24 hours.
Highlight staff: Your center can be pristine from corner to corner, but it's the staff that has the biggest influence on a student's experience. Add staff pages to websites and make sure families know the experience and passion that your team brings to the organization. Parents want to know their kids are in good hands.
Community events: Exposure within the community is essential to build your brand name and reputation. Participate in community events, walk in parades, sponsor local teams and attend neighborhood gatherings. The minimal time/money investment will pay off when enrollment increases.
Word of mouth: Especially in competitive markets (i.e., communities with many preschools), word of mouth makes a huge difference. A recommendation from a trusted friend or family member can be enough to get a new family to sign up. Encourage current and past families to spread the good word. If possible, offer incentives to sweeten the deal.
Expand services: Survey families about what they like and what they wished the preschool had. Use this feedback to consider enhancements. Would an earlier start time make their lives easier? The addition of a fridge for lunch storage? Online communication and payment tools? Some enhancements might not cost anything but time and effort.
Digital outreach: Modern times mean at minimum you must have an informative, easy-to-use website. E-newsletters are important. You also should consider social media, including a Facebook page. Whether you like it or not, prospective families will use social media. Finally, how are your online reviews? For example, if you have no reviews, or only sub-par Google reviews, try to get families to add positive ratings and notes. You want as many stars as possible.
Traditional marketing: Tried-and-true methods also have their place for increasing enrollment. Post flyers at community centers and local businesses. Pass out brochures with candy in the annual parade. Provide business cards to all families on tours and encourage them to call with any questions. Direct mail can be effective if targeted to the right areas, too.
A business approach will help you strengthen enrollment numbers so you can get back to focusing on what you do best: molding the minds of tomorrow!
Enrollment is one of the key concerns of preschool directors. Whether you have a full waiting list or your numbers are lower than you hoped, it's essential to continuously reach out to target markets to ensure a steady pipeline of incoming students.