Article Link: http://exchangepress.com/article/do-they-see-what-you-see/5015606/
More and more, I hear directors and owners make statements like, “For years, our marketing efforts have drawn parents to our center. We have enrolled them fairly easily, and they have usually stayed. Now, it’s not as easy to generate inquiries, or to persuade parents to come in for a visit and enroll. And even though we provide quality care and education, families don’t seem to stay like they used to. I know the economy is sluggish and there’s more competition, but we have always been able to overcome those obstacles in the past. Not so now.”If you are saying something similar, consider this. Yes, the economy is stressed and the competition is fierce. But what you may not have considered is the difference in how today’s parents of young children make buying decisions. Today’s primary target market for early care and education services is unique in how they perceive your image and marketing message, and in what causes them to act on that perception.
Not everyone sees through the same eyes or hears through the same ears. As prospective parents read your ads and brochures, visit your web site, and talk to you on the telephone and during a center visit, ...