Work Smarter not Harder to Nurture Leads

With oversupply a continuing issue in the sector, Families are no longer willing to sit idle on waitlists or even worse, attempt contact with a Service multiple times when they’re unable to get through.

Sector competition is only set to increase, so it’s time to re-invent the playbook when it comes to childcare centre enrolment and occupancy growth.

Rather than continuing to throw large amounts of money at marketing and advertising to generate leads (that are often going uncontacted), it’s time to look at how (if at all) you’re nurturing your existing leads to increase conversion rates and make your advertising efforts effective.

‘It’s about working smarter, not harder to achieve the occupancy growth that will see your service thrive in this new competitive landscape’ said Enrolment Hub Founder Jane Monaghan.

According to SEMrush, it takes on average 10 points of contact to convert a new lead into a customer (enrolled Family) from the top of the sales funnel. ‘In the childcare centre enrolment journey, we have seen it take a lot more than this – from answering the initial enquiry to organising a service tour, following up, liaising with Families about their enrolment requirements and forms, booking orientations and answering all the questions in between – that’s all before they begin on their first day’ says Jane Monaghan of Enrolment Hub.

Your Families nurture strategy encompasses everything from their first point of contact – usually your service website – to their last day with a service. ‘We see how powerful the holistic nurture process can be when not only triggering occupancy growth for our clients, but also increasing their brand awareness in competitive neighbourhoods’ said Tracey Daniel, Director at Enrolment Hub.

Personal Enrolment Journey

In order to create a personal enrolment journey, you first need to strip down your entire enrolment process and build it from the ground up with insights from your current Families. ‘We know how overwhelming that can be for our Clients, so we created a bit of a Cheat Sheet to kick start the process’ says Jane Monaghan.

‘At its core, it’s about offering superior customer service and a personalised approach to each family’s enrolment journey – making it easy for them to enrol and cultivating loyalty in your service, ensuring they not only remain enrolled for the duration of their child’s early years but also spread positive word of mouth and raise your brand awareness’ she continued.

For us, it was all about bringing back the community feeling and human touch that has fallen to the wayside at so many Services as pressures and requirements have increased’ said Rebecca, a client of Enrolment Hub.

How Enrolment Hub Works with You

‘Genuine leads are generated by the Enrolment Hub Marketing Team and immediately begin being nurtured by their Enrolments Team. The same Consultant will take them from their first call, to their service tour, enrolment – right up until they leave our Service when their child begins school’ she continued.

If you’re not sure where to start, Enrolment Hub can help. They work with early learning providers to define and develop a personalised Family enrolment journey, without the complexity of setting up (and managing) it themselves. Their fully resourced Enrolments Team act as a client’s internal team and:

• Answer every call and enquiry you receive for your Service – no call will ever go unanswered
• Book all Service tours and follow up with each family
• Reduce the administration burden on your Service Managers, giving them more time to focus on the Service and team
• Strategically transition children throughout the year to accommodate waitlisted families – maximising your occupancy across the year
• Actively market your Service to the waitlist and continue to be in contact until they are ready to enrol
• Provide comprehensive weekly reporting on enquiries, tours, occupancy, phone telephony and much more to allow you to make the right decisions for your business

You can contact Jane Monaghan at janem@enrolmenthub.com and also take a look at all of the childcare centre services we offer.

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