A new year is upon us, and with it a fresh start.
While there are some things that we cannot control (we’re looking at you COVID-19), there are plenty that we can, to ensure we’re set up for success in 2023. January is all about looking forward and planning for the future.
So, with that in mind, our team have compiled a list of 8 key areas to review as the new year begins to help you create your roadmap for 2023.
1. Review your online presence
When reviewing their childcare options, most Families will view their shortlisted Centres online, before stepping foot inside for a tour – so it’s important to review your digital façade and understand just what impression you’re providing to prospective Families. Is it enticing and indicative of the offering you provide at your Centre – or is it out of date and a little disjointed?
Put your best digital foot forward and create a great first impression by reviewing and updating your imagery, text, simplifying your points of contact and most important including ‘calls to action’ every step of the way to give your Families clear directions to follow.
Areas to review include:
- Your Centre website
- Your childcare directory listings such as Toddle or Care 4 Kids
- Your social media channels such as Facebook and Instagram
- Your Google map listing
- Any advertising that you currently have running such as Google Ads or Facebook advertising
2. Maximise reviews
Create an aura of positivity around your Centre by evaluating your review sites (such as Google My Business and Facebook).
Reviews, both positive and negative, are incredible powerful and can be the tipping point for a Family choosing your Centre over your competitor. Reviews are highly regarded and act as pier/friend assessments of what it’s really like at your Centre.
Check the reviews that you have already received, respond to every review (being sure to address thoroughly any negative reviews) and most important ask enrolled Families to leave a (hopefully positive) review to boost your rating and standing.
3. Identify your target audience
Understanding innately who your target audiences are is imperative to helping you to clearly define your marketing plan for 2022 – and will be invaluable as you begin to create pieces of content and advertising.
Good news! You already have a wealth of information at your fingertips so dive in and analyse your existing Family data. Ask yourself these questions to get started:
- Who are they?
- How old are they?
- Where do they live and/or work?
- What do they value?
- What are they motivated by?
- What are they interested in?
This information will help you to develop a fairly comprehensive profile of just who your target audience is and how you can best appeal to them. We suggest actually drawing each person/persona out on paper to give you a clear visual of who they are. Don’t forget that you can have several different audiences that you cater to – so break out the pencils and get drawing.
4. Review your forecasted occupancy
You can’t plan for the future if you don’t know what it looks like. It’s as simple as that.
It’s important to know what your Centre occupancy looks like next week – but also 3 months from now to effectively plan your marketing activities and staffing arrangements. Perhaps you have vacancies across your Centre – or perhaps they’re specific to one particular age group. Are you seeing growth across those 3 months or does your waitlist need a serious injection of Families?
These are the questions to ask yourself as you review your 3-month occupancy forecast. If you’re not sure how to develop this forecast report, our Enrolments Team can help to pull this report for you. Simply get in touch here.
5. Review your enquiry sources
Understanding where your Family enquiries are coming from will help to direct and shape your marketing plan for 2022 and assist you with allocating your budget appropriately.
Whether it be enquiries coming from Google, Facebook, Families walking past the Centre, or a recommendation from a friend, you need to understand where the majority of your enquiries are coming from, and also number of those enquiries that actually convert to either a booked Centre tour or an enrolment – also known as your conversion percentage.
It’s all well and good receiving tens of enquiries from a particular source, but if only one converts to an actual enrolment, your return on investment (ROI) is very low – and may be a waste of your precious budget.
If you don’t already have this question on your contact forms – stop what you’re doing and add it now!
6. Review your parent journey
Do you really know what happens when a Family enquires about your Centre? Do you know what communication they receive, when and what it looks like? If you don’t, it’s time to find out.
Send an enquiry through your website, or cold call your own Centre. Experience the enquiry process through your parent’s eyes and see what gaps need to be filled.
Having a clear and comprehensive post-enquiry nurture sequence is essential to turn your new enquiries into booked Centre tours with minimal effort. A nurture sequence determines not only the return on investment (ROI) you receive from your marketing spend, but also the success of your enrolment opportunities and the experience your Families receive.
Our team have you covered. Here we explain how to create and optimise your post enquiry processes for success.
7. Develop email automations
Simplify your life by creating automations in your parent journey process whilst still building relationships with Families.
While you are reviewing your parent journey, make a conscious effort to look for processes that can be automated or templated to take the pressure off you and your team – a great example is a ‘Thank you for your enquiry’ email that is sent automatically after a Family enquires through your website. A program such as Mailchimp can help to expediate this process for you, by utilising one of their pre-built customer journeys. Our Marketing Team can also help create these automations so you’re ready to go every time!
Communication will keep your Centre front of mind throughout a Families decision making process so it’s important you are touching base with them quickly and often.
8. Upskill in video production
Video has grown exponentially in significance over the last 12 months and is now a must for any business. With many social tools now veering towards favouring video over static posts (the algorithm strikes again), video content really should be one of the cornerstones of your marketing strategy.
“Facebook itself noted that video content drives higher engagement and interactions from users compared to any other type of content on the platform” says Brent Barnhart of Sprout Social.
Getting started creating videos doesn’t have to be a daunting undertaking – or an expensive one. Here are a few quick tutorial links to help guide you.
It’s time to lay out your marketing goals and objectives
With all of this information and data under your belt, you’re now in a good position to begin planning your 2022 Marketing Roadmap.
What do you want to achieve? How are you going to achieve your goals? Be clear, precise and ensure every goal is measurable to keep you on track.
Feeling stuck? Enrolment Hub can help
If you’re not sure where to start with developing your Marketing Roadmap, our team can help. Our in-house Marketing Team have extensive experience developing strategic marketing and advertising plans, specifically for Early Education and Childcare Providers.
Enrolment Hub – Your Partner
Enrolment Hub offers a comprehensive range of services, including childcare administration, childcare management services, childcare enquiry, childcare centre enrolment, childcare marketing solutions, childcare debt support, new child care centre support, childcare software management, childcare centre resources, vacation care management and childcare centre consultantsSo get in touch with the team here and kick start your 2022 planning! You can also give us a call on 02 8123 2300.
