Written by

Kristen Cramer

July 7, 2025

Edited by

Jennifer Carlson

Fact-checked by

Tara Farmer

Running a successful childcare center goes beyond providing high-quality care. You also need effective marketing to help your center stand out from competitors and communicate your unique value to parents.

Whether you’re launching a new daycare or looking to boost enrollment at your existing center, this guide outlines proven childcare marketing strategies to help you grow your business with confidence.

Tell your center's story

Every childcare center has a story, and that story should be at the heart of your marketing. This isn’t just about when you opened or how many children you serve. It’s about what drives you. Why did you get into childcare? What makes your daycare center different from the one down the street?

Your unique story is your most powerful marketing tool. Parents want to understand why your center exists and what sets it apart. Start by answering these key questions:

• What makes your daycare center special?

• What values drive your team and curriculum?

• What do current families love most about your care?

Parents today want to feel confident they’re choosing a center that genuinely understands their child’s needs. Sharing your philosophy, your approach to learning and play, and your commitment to child development helps parents envision the kind of experience their child will have with you.

Use this story to shape your brand message across every platform, including your website, brochures, and social media.

Create your childcare marketing plan

Before implementing marketing tactics, you need a comprehensive plan that outlines your goals and strategies. Don't skip these three essential steps:

Conduct market research

Market research helps you understand your industry more clearly and learn about your current and potential customers and their needs, challenges, and pain points. Once equipped with this information, you can strategize how your business will meet those needs better than the competition.

Gather information about your potential customers and economic trends to project your childcare business's financial success. Consider:

• The size of your target market

• Demographics of potential customers

• Current consumer trends in the childcare industry

• Sources of your existing customers

• Challenges faced by your market

Analyze your competition

Thoroughly analyzing your competition is a critical step that many childcare centers overlook. A comprehensive competitor analysis helps you identify gaps in the market, understand what families in your area value, and discover opportunities to differentiate your services.

Start by creating a list of all the childcare providers in your area, including both centers and home-based daycares that target similar demographics. Ask questions like:

• What do your competitors excel at and where do they fall short?

• How do your child-to-teacher ratios compare?

• What educational approaches do they follow?

• What physical amenities do they offer? Look at indoor space, outdoor playgrounds, security systems, and overall aesthetics and maintenance.

• Do they offer extended hours, part-time options, or drop-in care?

• What services do competitors offer that you don't?

• Do they offer specialized curriculum or enrichment programs?

• How do their rates compare to yours?

• Which marketing channels do your competitors prioritize? Analyze their website quality, social media presence, community involvement, and any local advertising.

This analysis will help you find gaps in your offerings and identify opportunities to differentiate your center.

Develop your Unique Selling Proposition (USP)

Identify what makes your childcare business unique compared to competitors. Your USP is the one thing that makes your daycare center stand out. Ask yourself:

• What makes your center different?

• Why should families choose you over other options?

• What special services or approaches do you offer?

Once you've established your USP, it can guide your business strategy in areas like promotion and advertising.

Effective childcare marketing solutions

Now that you have a solid foundation for your marketing plan, consider implementing these specific strategies to attract parents to your childcare center:

Create a professional, user-friendly website

A well-designed website is essential for establishing your identity and helping parents discover your center. Make a great first impression with a well-designed, user-friendly website that gives families all the information they need when considering childcare options. Make sure your site includes:

• An "About Us" page highlighting your brand values and philosophy

• Contact information (phone, email, street address, a linked map, and social media links)

• Details about your services and curriculum

• Photos of classrooms and outdoor spaces

• Enrollment procedures and downloadable forms

• Transparent pricing information

• Safety procedures and health protocols

Modern parents value ease and transparency, so ensure your site loads quickly, is mobile-responsive, and includes a way to schedule tours or request info online.

Use social media

Social media is one of the most cost-effective ways to build relationships with parents in your community. Platforms like Facebook and Instagram allow you to show the human side of your center: your values, your people, and your everyday magic.

Follow these tips to maximize the impact of your social media outreach:

• Post regularly about daily activities, staff highlights, or parenting tips.

• Share photos and videos (with parent consent).

• Share educational content like blogs and infographics.

• Encourage comments and questions.

• Respond promptly to messages.

• Use Facebook Events for open houses and info sessions.

• Engage with local parenting groups by offering help and advice.

Tailor content to each platform

Different content performs better on different platforms:

• Facebook: Mix photos, videos, and informative posts.

• Instagram: Focus on high-quality visuals with consistent aesthetics.

• TikTok: Create short videos (21 to 30 seconds) that align with current trends.

• YouTube: Share longer content like testimonials, facility tours, and educational vlogs.

Remember to obtain parental permission before posting photos or videos of children.

Run targeted Facebook ads

If you're ready to invest in paid marketing, Facebook ads allow you to reach local parents with precision. Start small and test different ad variations.

Consider these crucial elements for a successful ad:

• Target local parents with kids in your age group.

• Use a friendly, authentic tone that matches your center’s vibe.

• Highlight your biggest differentiator (e.g., STEM curriculum, language immersion).

• Include a strong call to action (e.g., “Book a Tour” or “Join Our Waitlist”).

Build community partnerships

Your local community can be one of your most powerful marketing assets. Networking with other small businesses, schools, and parent groups can help you build trust and increase referrals. Introduce yourself to nearby pediatricians, real estate agents, and family-oriented businesses who may come in contact with new families in the area.

Increase your visibility by participating in community events. Consider sponsoring local family-oriented events, setting up booths at community fairs, volunteering for local charitable initiatives, or hosting workshops for parents. These activities not only promote your center but also demonstrate your commitment to the community.

Host events that attract families

Events are a wonderful way to open your doors and give prospective families a firsthand look at your center. Consider hosting open houses, family fun nights, or seasonal celebrations where current and prospective families can mingle and experience your center’s culture.

The key is to make these events welcoming, informative, and fun. Allow time for informal conversations, provide printed information about your programs, and ensure staff are available to answer questions. When families leave your center with smiles, they’re more likely to follow up and enroll.

Build a strong reputation with reviews and referrals

In this industry, your reputation is your most valuable asset. Word-of-mouth remains one of the most powerful marketing tools for childcare centers, with many parents trusting the recommendations of friends, family, and colleagues above all other forms of advertising. Building and maintaining a stellar reputation requires effort across multiple fronts.

• Collect authentic reviews: Personal stories from satisfied parents carry tremendous weight with prospective families. Identify parents who are particularly enthusiastic about your program and ask them to share specific aspects of their experience.

• Implement a strategic referral program: Offer meaningful incentives for successful referrals, such as tuition discounts, free additional services, or special experiences for their child. Make the referral process simple and transparent, with clear communication about how it works.

• Address negative feedback constructively: Address negative feedback promptly, professionally, and strategically. When responding to critical reviews, acknowledge the concern without becoming defensive, explain any relevant context, describe specific steps you're taking to address the issue, and invite further dialogue offline.

Embrace the power of technology to build trust

Parents today expect more than a safe and caring environment. They want on-demand access to their child's daily experiences to help them feel more involved in their child's life. Over 60% of parents would switch childcare providers for features like shared photos and videos, contactless payments, and digital documentation.

Here are tech-based features worth highlighting:

• Daily updates and media sharing

• Progress assessments and digital portfolios

• Online billing and enrollment forms

Create compelling marketing materials

Develop professional marketing materials that tell your daycare center's story. Professional photos of your facility and staff create a positive first impression, while video tours provide an immersive look at your classrooms and programs. Collect and feature parent and staff testimonials that highlight different aspects of your center's strengths.

Create brochures highlighting your curriculum and approach, and distribute them to local businesses, doctor's offices, libraries, schools, and community centers. Send regular newsletters sharing center updates and parenting tips to keep your center top-of-mind for current and prospective families.

Get creative with branded merchandise

Offering branded products not only provides an extra revenue stream but also helps build a strong identity for your daycare and fosters a sense of community and pride among parents and children. Consider these clever merchandise ideas that double as marketing materials:

• Branded apparel: Include your logo and mascot or a fun slogan on T-shirts, sweatshirts, and hats. Offer items in various sizes for kids and even adults. Parents love matching gear!

• Custom accessories: Sell branded backpacks, tote bags, lunch boxes, and water bottles.

• Educational activity kits: Offer take-home learning kits, themed holiday or seasonal craft packs, and parent-child activity packs with branded materials.

• Subscription boxes: Create monthly “Daycare Discovery Boxes” with themed educational toys, crafts, and branded items as a higher end offering for parents who want extra enrichment at home.

Make daycare marketing a habit

Effective childcare marketing isn’t about gimmicks or quick wins. It’s about showing up consistently, telling your story with heart, and building strong, lasting relationships with families in your community.

By creating a clear brand message, establishing a strong online presence, embracing technology, and connecting authentically with your audience, you’ll attract new families and create a reputation that keeps your enrollment full for years to come.