Building Enrollment

01/03/2011

It’s not that children are little scientists but that scientists are big children.
Alison Gopnik, The Scientist In The Crib: Minds, Brains, And How Children Learn

Julie Wassom is the guru of marketing in the early childhood arena. In one of the most frequently reprinted Exchange articles, "Compete or Die," she advised that an important way to build enrollment is to differentiate yourself from the competition...

"The more you learn about your competition in comparison to your own services, the easier it will be to differentiate yourself from them. List differentiating factors between you and your competitors. For example, to a prospect, your prekindergarten program may appear identical to what the public school is now offering. However, your building is more suited for child care, you provide transportation, and your teachers have years of experience in early childhood education. These are not judgments. They are differences you should be promoting in your marketing efforts and discussing with your prospects and parents if you want to compete and win."

"Don't forget enrollment-building skills as a competitive differentiation. Telephone skills, in particular, can make a decisive impression on new parents who are your enrollment prospects. Be sure to state some differentiating factors during inquiry calls. Simply point out your differentiating features in a benefit statement, such as 'Our building is designed specifically for preschool children, so Billy will never feel out of place here at Wonderland Child Care.' Never criticize your competitors by name to a prospect or customer... it will only damage your own image in the end."

"Include your staff in the actions you take to differentiate yourself from your competitors. Make them aware of your parents' desires and how they can help you meet them, even in the face of stiff competition. Train them to become your partners in communicating to parents the unique features of your center that set you apart."

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