With the rise in digital and social advertising, the thought of using a brochure to market your Centre may seem a little old fashioned. However, if crafted correctly, they can be one of the most useful and successful tools in your promotional toolbelt.
Now we’re not talking about printed brochures of old – the costly and cumbersome type that are often out of date by the time they go to print – we’re talking about interactive, engaging and most importantly digital enrolment brochures that may just be the linchpin in converting your interested Families to enrolled Families.
So why are they important? Quite simply, they allow you to guide your prospective Families conveniently and effortlessly through your brand story, connecting them visually to your Centre, philosophy and ethos.
Here our marketing team lays out a roadmap that you can follow to create the perfect digital enrolment brochure.
Firstly, what is a digital enrolment brochure?
Essentially it’s a digital enrolment brochure that highlights the unique benefits of your Centre, Family testimonials, inclusions.….really anything that you believe will help to sell your Centre and set it above others in your local area.
In this digital age, they are convenient, limitless in size, easy to update to remain current and can be easily shared by Families. They can even be interactive and most importantly you can track the behaviour of your Families – what links they click, what they are interested in, how much time they spend on viewing the information and so on. So where do you start? Read on.
Step One: Choose your platform
There are so many options available to you when it comes to developing a digital brochure.
Whether it’s a traditional pdf, online magazine, flipping book or a dedicated website/landing page for each Centre, determining how you would like to display your digital brochure will help you to formulate your project roadmap.
Whatever program you choose, it’s important to remember two things. Firstly, make sure you’re Familiar with the platform or program so that you can update it as you need to. Secondly, put yourself in the shoes of your Families and be sure to make it easy for Families to take the next enrolment step utilising your existing programs and platforms.
Here are a few options to research to help you get started.
Step Two: Organise your brochure
- Cover page or website header: Make an impact and keep it simple. Choose your most engaging photo that perfectly sums up your Centre ethos and offering. Don’t forget to include your logo and ways to get in touch with you such as an address, phone number, email address, website, and/or social media platforms.
- Introduce yourself: From the start, you want to define who you are and why Families should entrust their most precious possession (their child) with you. Clearly answer these initial questions so they’ll be intrigued and continue reading. This introduction is a great place to include your mission, values, vision, philosophy and perhaps even a brief history if you have space.
- Highlight your USP’s: What unique programs are part of your curriculum? What makes your Education Team so qualified? What additional programs do you offer children and Families in comparison to your competitors? Whatever makes your Centre stand out – now is the time to lay it all out for Families. Be clear, concise and use the power of bullet points to get your points across quickly. Remember – sell don’t tell. Makes sure that you grab Families attention by focusing on the benefits THEY will enjoy, not simply what you can offer. Need a little help developing your USP? We’ve got you covered here.
- Visually tour your Centre: Show them exactly what their child will be enjoying each day by taking them on a visual tour of the Centre they are enquiring about. Perhaps it might be nice to highlight your Centre’s features by weaving a daily routine through your visual tour to give Families a sense of what their children will be doing each day.
- ALWAYS include a call to action: Tell Families exactly what you want them to do and make it easy for them to do it. Do you want them to book a tour? Have a clear link on your digital brochure or website that will take them directly to your tour booking webpage. Want them to call? Have your number up front. If it doesn’t include a call to action, it won’t serve its true purpose.
A few other things to remember:
- Pictures are key: With any brochure, you’re telling a story so make sure the images that you use tell the same story. Don’t have any appropriate images? Steer clear of stock imagery and perhaps organise a photoshoot with a local photographer. You can also use these photos throughout your website, advertising and social media channels to tie your brand together. Don’t forget to ensure that each child featured in your brochure has a signed media release.
- Use headlines with impact: The average reader takes less than 5 seconds to glance at the cover of a brochure or website and decide whether or not to read it. If your headlines or graphics in your brochure or website are boring, few people will bother delving in further.
- FAQ’s: This is your opportunity to include information that you want Families to know but may not fall into one of the other areas. Create a place where you can answer common questions in a Q & A format.
- Be transparent: Being clear with the cost of childcare. It’s important they understand the costs involved and are willing to pay them before they move forward with either a tour or the enrolment process. You can also include information on the CCS to help Families understand the true costs they may incur.
Creativity is important to set your Centre and brand apart from your competition.
Step Three: Create your brochure
This is the fun part. Once you have compiled the copy and imagery for your digital brochure or website, it’s time to pull it all together. Creativity is important to set your Centre and brand apart from your competition. The level of creativity of designers is incredible today, so uniqueness is paramount. Aim for a design that is original and distinctive.
Branding is also important when it comes to cohesively selling your Centre. ‘Branding is the nuanced art of actively shaping your brand. With creativity, skill and strategy, a brand can establish an identity that sets itself apart from the competition and sparks a connection with its audience’ said Entrepreneur Aviva Cantor.
A lot of the programs we listed above will allow you to create this brochure or website on your own – but if this is something you don’t feel comfortable with, sometimes it’s better to call in the experts.
Our Marketing Team are here to help you with this process from start to finish. They will work with you to develop a brochure or website landing page that shines a light on your Centre and is focused on converting Families from interested to enrolled (with help from our Enrolments Team).
Step Four: Digitalise it and get it out there
Now it’s time to get it out there to your audience.
Add the digital brochure or website link to your enquiry response emails and email nurture sequences. Delivering this information to Families quickly when they enquire will demonstrate that your Centre is on top of things and that you truly care about getting their questions and concerns answered promptly.
Use the brochure as part of your advertising plan or create a lead magnet to entice Families to enquire or part with their contact information (you can follow these easy steps here).
It is also a great idea to have it available for download on your website, but don’t just let anyone download it – make it only available to those who fill out an opt-in form so you can collect their email address (and a few other pieces of information). That way you, or your Enrolments Team can follow up with those prospects appropriately.
The possibilities are endless when it comes to creating the perfect enrolment brochure and using it effectively to convert interested Families to enrolled Families.
So, put your creative caps on and get designing. Don’t forget, if you need some help getting started, or would like a partner throughout the entire process, our Marketing Team are here to help. Just get in touch here.
Enrolment Hub – Leader in Early Education Enrolment, Debt Management and so much more.
Enrolment Hub are provide a full service offering including Administration and CCMS support, occupancy and enrolment strategies, brand marketing assistance, debt recovery, new provider set up, CCMS Transfer assistance and consultation services.
Our team are experienced, professional and knowledgeable, and know all there is to know about enrolments in the Early Education and Childcare Sector.
Enrolment Hub – Your Partner
Enrolment Hub offers a comprehensive range of services, including childcare administration, childcare management systems, childcare centre enrolment, childcare marketing management, childcare debt management, new child care centre support, childcare software management,childcare centre marketing resources, vacation care management, childcare enquiry, and childcare consultants
Enrolment Hub are an extension of your team, working in partnership and caring about your business just as much as you do.
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