Marketing Your Childcare Center: Attracting and Retaining Families

Running a successful childcare center requires more than providing excellent care and education—you also need to market your program in ways that build trust, attract new families, and keep current families engaged. In today’s competitive landscape, parents are looking for more than just a safe place to leave their children. They want a program that feels like an extension of their home—nurturing, professional, and invested in their child’s growth.

Here are proven strategies to help you market your childcare center effectively:

1. Showcase Your Unique Value

Parents want to know what sets your center apart. Do you specialize in a unique curriculum, offer extended hours, or have a strong focus on family engagement? Highlight your center’s strengths in all your marketing materials, from brochures to your website and social media.

Example: If your center offers bilingual learning, highlight it in your brochure and post videos of children singing in Spanish and English on social media. Parents will see the value of language development early on.

2. Build a Strong Online Presence

Your website is often the first impression families have of your childcare program. Make sure it’s easy to navigate, mobile-friendly, and includes key information such as your programs, tuition, staff bios, and testimonials.

Don’t forget social media! Post engaging content regularly—photos of classroom activities, parent tips, and event highlights—to showcase your center’s vibrant community.

Example: Create a professional website with a virtual tour of your classrooms and outdoor play area. Post weekly “Peek into Our Week” updates on Instagram, showing fun classroom activities and teacher spotlights.

3. Leverage Word-of-Mouth and Reviews

Parents trust other parents. Encourage satisfied families to leave positive reviews on Google, Facebook, or local childcare directories. Consider creating a referral program that rewards families for spreading the word about your center.

Example: Set up a referral program where current families receive a $50 tuition credit when they refer a friend who enrolls. Ask happy parents to leave a review on Google after their child’s first 90 days.

4. Host Open Houses and Community Events

Inviting families to visit your center builds trust. Host seasonal open houses, parenting workshops, or fun family nights. These events allow prospective families to see your staff in action and experience your learning environment firsthand.

Example: Organize a “Family Fun Night” with games, snacks, and a storytime session. Invite prospective families to join so they can meet staff, connect with enrolled parents, and experience your welcoming environment.

5. Prioritize Parent Communication

Retention is just as important as enrollment. Keep families informed and connected with newsletters, parent apps, or weekly updates. Clear communication builds loyalty and shows families you value their partnership in their child’s development.

Example: Use a parent app like Brightwheel or Procare to send daily updates with photos, nap times, and meals. Parents love getting a quick message at work showing their child’s smile!

6. Invest in Professional Development

Parents want to know their children are learning from highly trained educators. Highlight your staff’s ongoing training and certifications as a key part of your marketing. This shows your commitment to quality and professionalism.

Example: Promote on your website and Facebook page that all staff are CPR/First Aid certified and attend quarterly trainings. Share behind-the-scenes photos of your team at a workshop to show your commitment to growth.

7. Track and Adjust Your Efforts

Finally, measure what’s working. Keep track of where new families heard about you, which social media posts drive engagement, and how many referrals you receive. Use this data to refine your marketing strategies over time.

Example: On enrollment forms, include the question, “How did you hear about us?” If most parents say Facebook, invest more in ads there. If referrals are high, consider increasing your referral incentives.

Marketing your childcare center is about more than filling slots—it’s about creating a trusted, lasting relationship with families. When parents feel confident in your program and connected to your community, they’re more likely to stay long-term and recommend your center to others.

If you’re ready to take your marketing efforts to the next level, check out our online course: Enroll & Engage: Proven Strategies for Boosting Childcare Enrollment and Retention. This training is designed to give you practical tools and proven methods to not only attract new families but also keep them engaged and committed for years to come.

About the Author:

The Elite Educational Enterprises Team is passionate about empowering early childhood educators, leaders, and childcare providers with the tools and resources they need to create thriving learning environments. With a commitment to high-quality training and professional development, our team is dedicated to supporting educators in making a meaningful impact on children, families, and communities.

P.S. If you’re ready to fall in love with this field again, join us for training that feeds your purpose and fuels your success.

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