It is essential that nurseries promote themselves to keep occupancy levels high during these tough economic times.
In the past many owners have avoided marketing their business and done the bare minimum to keep places full, according to marketing and business development consultant Ian Brodie. Now, private nurseries are turning to self-promotion to maximise income. Spinney Day Nurseries has recently employed a marketing manager (see case study) and Nottingham-based Children 1st @ Breedon House is making effective marketing a priority this year to raise the profile of its 13 nurseries. It will soon launch a new website to highlight positive feedback from parents, the strength of its practice and to showcase its children's achievements. The group is also planning to enter business awards.
Managing director Jacqui Mason says, 'We will be placing a firm emphasis on the strength of our delivery of the EYFS in order to compete with other settings and are seeking to communicate the evidence of what we do through the website and local press.'
But it's not just private nurseries that are thinking creatively to boost business - maintained settings are, too. Wingate Children's Centre, County Durham, is expanding its website, taking out adverts and sending mailshots to local businesses to promote its training centre. 'We have never previously actively publicised - it has been more word of mouth,' says early years technical producer Glen Hughes. 'But we are concerned with the cutbacks in education funding and have been thinking of ways to market ourselves to bring in more business.'
Marketing need not be expensive. Ian Brodie advises to start by finding what makes parents choose your setting. 'Talk to the parents at your nursery or conduct an informal survey to find out how they choose your nursery and why,' he says. 'From this you can find out what is working, and build on these strengths.'
He breaks down marketing into two areas - harnessing word-of-mouth promotion and investing in a website, because the majority of people ask friends or use the internet to research nurseries. 'Ask current parents, and even contact past parents, to mention you to other families. Tell them that you're looking at bringing in the next generation to get the same benefits as their child did. Most people are re-active when it comes to word-of-mouth and many parents would be more than happy to recommend your nursery when prompted.'
Many nurseries do not have a website, despite there being 1.5 million google searches a month for 'nursery' in the UK. 'The perception is often that setting up a website costs thousands, but you can get a good website for £300 to £500,' says Mr Brodie. 'This is good value when compared to a directory listing and will give a phenomenal return on the investment.'
CASE STUDY: SPINNEY DAY NURSERIES, CHESTER
Rhiannon Thomson has been employed as the marketing manager for the company's two nurseries since November.
She says, 'The nursery proprietors are not marketing experts and they wanted someone to raise the profile of the nurseries. Our Hoole nursery has been operating for 13 years and often has a waiting list, but the Bell Meadow setting has been open for less than three years, so we've had to work hard to build the profile.
'In the current climate there are many businesses closing, so it is always good to remind people that we are still here. My job is to heighten the company's brand awareness and to help maintain our good reputation. It's also important that the staff get recognition for their excellent work.
'I was flabbergasted by all the amazing things the nurseries do but don't shout about. I've got PR coverage for them in local and national media. These positive stories, such as the children making a scarecrow (pictured) or raising money for charity, are much better at attracting parents than paid-for advertising, because they actually mean something.
'The company website was recently rebuilt and it's good, but I want to maximise its potential by adding more news and parent testimonials. I'm also planning on setting up a Facebook page and Twitter account.
'My objective is to make Spinney Day Nurseries the first place that springs to mind when someone is thinking of a private nursery in the Chester area. We want to be as good as we can in everything we do.'
NURSERY WORLD SHOW 2011
We are running a business seminar at this year's Nursery World Show in London 11 and 12 February. The half-day event (on Friday 11 and priced £65) will give practical advice on marketing your nursery as well as an overview of the state of the market, information on how to make the extended free entitlement work for your setting and networking opportunities. Go to www.nurseryworldshow.com for the full programme and to register.
