Three Easy Events That Will Make Parents Fall in Love with Your School
Move over, Open House.
These three modern get-togethers will make your ideal families feel right at home.
Open House season is approaching. When every childcare space is staking their “Open House Today” sign, do you know how to make yourself stand out?
Whether you lead a play place, daycare, preschool, or other kids’ space, it’s important to give new families an opportunity to explore your childcare community—your space, your teachers, and the families you already work with.
And the best way to do that is with fun, family-friendly, warm and engaging get-togethers. In other words: parties.
That’s right. Parties.
Let’s get started.
Consistency is key.
Ever heard of Pavlov and his ringing bell? Basically, Pavlov’s idea was that animals can be conditioned to subconsciously react to a specific situation in a particular way. It took consistent effort for him to create subconscious reactions in his subjects. And it will take consistent effort for you to do the same.
We want families in your community to think of your business when they think of childcare. So let’s get ‘em trained. That means this isn’t a one-and-done event. Pick a regular schedule: for example, once a month. You could also do once a quarter or once a semester, but the more frequently the event takes place, the more quickly your community will grow.
And once you’ve started . . .
Keep going.
The events we’ll talk about soon will make families fall in love with your programming. But let’s remember that “love at first sight” just isn’t a thing. Love takes time. And so does marketing.
In fact, the secret is that “Open House” isn’t a season at all . . . you should be welcoming families into your space and community all year-round.
So start now. Choose one of the events at the end of this article and schedule it to repeat regularly. You can choose more than one event type, too, but don’t mix-and-match. If you want to host two types of events, that means two types of events each month (or each quarter, etc). Each event is going to attract a different mix of families, so if you mix-and-match the events themselves, they lose their consistency. Remember Pavlov’s bell. Consistency is key.
Attendance will probably be low at first—that’s okay! Schedule a couple of friends with kids or a couple of your current students and families to be present throughout so that new families have someone to talk to and hang out with during the party. It takes time to grow a community.
Remember, these are parties.
They’re safe spaces for parents and kids to get together, hang out, and have fun. No strings attached.
When people sniff a sale, they put up their walls. That’s why providing no-pressure experiences is so important. It’s not about advertising at all. It’s called “Experiential Marketing,” and it’s had such an impact that about 65% of consumers say that “live events and demonstrations” is the most effective medium to reach them.
Put simply, the point of hosting an event is to let your potential families feel what it’s like to be part of your community. You want them to become so comfortable with your brand that when they or someone else needs childcare, they think of you first.
So keep the “sales” to a minimum. These parties are about building community.
That said, do:
Place brochures or other marketing materials on a table in clear view and invite folks to take them (you can also give them out as part of a larger “goodie bag” with non-marketing freebies)
Wear branded shirts or other pieces so that the guests know who is part of your team
Ask for contact information on your RSVP form (more on this later)
Okay. All that in mind:
Here are three ideas to increase your enrollment—by welcoming families in for a special day of fun!
GROWN-UPS’ NIGHT OUT
Every caregiver needs a break, and babysitters can get expensive! Give parents their dream date (even if that’s a night of Netflix instead of Disney+) by hosting a “Grown-Ups’ Night Out.” Choose an age range that matches the services you provide (you can always go younger, too—babies grow up!) and offer a night of group childcare. You could explore a different theme each month, or make it a monthly pajama party.
BABY-AND-ME MEET-UP
Being in charge of a baby is wonderful! But it can get lonely, whether you’re a stay-at-home parent, a grandparent, a nanny, or other caregiver. Open your doors for a couple of hours each month to give grown-ups and their babies a place to come meet other adults, play together, and get out of the house!
Even if your regular programming doesn’t begin until kids are older (for instance, a 3-year-old preschool), a Baby-and-Me meet-up will build community around your school and teach families that you are a safe and comfortable space for their kids when they get older. Besides, lots of babies have older siblings, too, so you never know who’s about to join your community!
Check out more suggestions for hosting your Baby-and-Me meet-up here.
THEMED EDUCATIONAL PARTIES
Bring in a special teacher each time (or use the special skills of your own staff) to host a one-day-only themed party. Send the students home with a party favor or project! During a music party, students could make their own rainsticks or build cardboard guitars to take home. At a theatre party, students could create masks and perform a song in them. Other themed educational parties could include visits from a science magician or crafting specialists who teach knitting, crocheting, beading, cross-stitch, or almost literally any other skill!
When you have an idea of the kind of party you’d like to feature each month, consider the costs you’ll need to cover, the ways you need to advertise, and the ins and outs of the event.
Set fees based on your ideal families.
You know the community you want to build. Remember that the point of these parties is to get families used to coming to you for care. They are an investment in your childcare community. For some organizations, free or too-low fees might raise red flags. For others, fees might need to just cover the cost of supplies and teachers in order for families to sign up. Set your pricing according to your local community and the childcare community you want to build.
Spread the word.
Partner with an “older school” to exchange advertising (your students will grow up to be the right age for their programming!). Most schools have some sort of “Friday Folder,” to send information home for parents and guardians each week. Sometimes it’s by email or a different online system, and sometimes it’s a traditional paper folder, but almost everyone has one or the other.
Churches bulletins reach many families in a wide variety of communities.
Free programming can often be advertised on Library bulletin boards.
Search for local parent Facebook groups and post your activities there.
Provide postcards or flyers as well as emails that your current parents, friends, and family can share.
Be consistent with your advertising; make sure to update and distribute your posts and flyers each month!
Before people make decisions about how to spend their money, they often need to see information about it in eight different places. That sounds like a lot, but it’s totally doable. Keep posting (on paper and online) and it will grow. Marketing requires consistent effort.
Encourage RSVPs.
Use a simple online RSVP. You can set RSVPs through a website contact form, a Facebook event, Eventbrite, or other tools. It’ll give you an idea of who to expect—that way, you can plan snacks and staffing.
Collecting RSVPs also has a couple of other benefits.
On your RSVP form, collect their email address. Add their address to your contact list and be sure to send them a reminder before the event and a thank-you afterward!
From there, keep them updated about upcoming events—including registration for your primary/paid programming.
You can also collect their child’s birthdate. Send birthday cards! (And keep an eye on the child’s age so you know what programs to invite them to be part of.)
So get ahead of Open House season.
Put a few parties on your calendar and start talking them up. The sooner you begin, and the more consistent you are, the faster your community will grow.