Compete or Die -- Part 2

Article Link: http://exchangepress.com/article/compete-or-die----part-2/5012182/

Educate Your Target Audiences

Once you have done a thorough job of investigating your competition and differentiating your center and services from them, you are well positioned to educate your target audiences as to why you are the best child care choice.

Who are all those audiences? Everyone to whom you want to communicate your image. That includes prospects, customers, referral sources, colleagues, the general public, and even your competitors.

Point out your differentiating benefits in all your marketing communications. Highlight the differences in your written marketing materials. On center visits, use benefit statements such as "Here at Little Learners, Susie will be involved in small groups, get lots of individual attention, and have a teacher whose only focus is on the children. Because we have a director to run the center, another staff member who prepares lunch and snacks, and another person responsible for center maintenance, Susie's teacher can give her the attention she needs when she needs it." Focus on the features you have found to be most important to the parents you want to attract and retain. Deliver a consistent image in all your marketing communications efforts, including public relations, community involvement, and customer relations activities.

Make your prospects feel special during ...