It's Not Easy Getting Kids Anymore

Do you have spots to fill and calls are coming in slow? Does it seem to take forever to fill the spots anymore? And it's getting frustrating? It's not just you or your area. This seems to be hitting providers all over the county these days.

With free preschool popping up everywhere and other programs for preschool age children, it seems that family child care providers are being pushed aside. Family child care has become more competitive. It's more then just competing with other providers in your local area or with Child Care centers. The rules have changed on us and we are competing at a different level now compared to years past where it was just the center style environment vs. the family style environment. Today, in order to be on a level playing field we are turning our homes, which are supposed to be the family environment, into mini centers. We are going back to school and accumulating ECE units and teaching permits. We are engaged into continuous workshops and conferences on how to teach, provide age appropriate curriculum, recognize special needs, solve problems with parents, and deal with different techniques for behavior problems. All of this just so the parents will look and see us as professional and as educated as any center base teacher. Truth be known most providers have as much or more education as center teachers. We were already doing these things, but we were not recognized for them. It seems we need to show proof so that the parents can see we actually might know something or we were trained to know these things. Never mind all the years you might have put in as a child care professional. Nothing seems to count anymore unless you can back it up with proof.

Our profession has evolved into a professional career. We have asked and shouted to be recognized as professionals, but there is a price to be paid. Going back to school has become part of the price. This is a good thing, but in doing so we are losing our "family touch". The family child care providers that do not follow the others into professional growth, education, and training's are finding themselves with more empty spots. There is always an exception, but eventually it will catch up to them too.

Life evolves and so does child care. Because of that we need to find new ways to promote ourselves, build our reputations, bring the families into our programs and show that we do have quality programs that will stimulate the child to grow and develop emotionally, physically, and cognitively.

Word of mouth isn't the same as it used to be. Our cities are larger, more and more families are moving in or out. People just don't know each other like they use to. A simple ad in the paper isn't bringing in the calls like it use to. The Internet has become more of the popular way to advertise. A lot of things we use to do to advertise or promote our business doesn't work anymore. However, you still need to be consistent in keeping your name out in the public year around. Even if you don't have openings, keep your name out there. If you get calls, you can pass them along to other local providers. Networking is very important. Although you might not need the calls when your spots are full, you can still talk to the parent and tell them about your program. Tell them when you expect an opening and that if they are looking again at that time to keep you in mind or to pass your name along to someone else. Never pass up an opportunity to talk about your program. You would be surprised how people will remember you simply by you opening up communications and sharing information and resources.

In order to promote our child care programs, we need to do a little more leg work. Don't be afraid to make flyers and post them door to door in areas near your home. Go to local community events that cater to children and place your cards or flyers on cars or stand and pass them out. Find community boards where you can post a flyer. Never pass up an opportunity to advertise your child care when you are out in public. When you are out with your child care children wear T-shirts advertising your child care. Carry business cards with you at all times to pass out. Keep your ears open at the park and if you over hear someone talking about needing child care, approach them and give them your card. Put signs on your car when you are out and about. Use all these opportunities to be promoting your business. One key thing... DON'T RELY ON OTHERS to bring the business to you... You need to work at this and get out and advertise, promote and sell your business. The calls don't just come in automatically. You need to work at it. It's part of this profession.

Big businesses have marketing people do this for them. Small businesses, such as child care, can't afford marketing personnel so you have to do it yourself. There are a lot of ways to advertise. You can spend a lot of money or less money and in some cases even do it for free. However, you must do it continuously. Find the methods that work best for you and get you results. Be creative so as to draw attention to your business. Use promotions. But the most important thing is to promote and produce quality child care. So many providers use the word "quality" but do not produce quality child care. So back up what you advertise. We will always be in competition with the centers, free programs, public school programs, as well as other providers.

There are so many ways to go about getting the word out. However, I am sharing one particular idea here to give you a start and something to think about.

Open House

Spring, summer and early fall are good times to have open house visits, before the bad weather. You don't want people with wet shoes coming in your home. Pick a nice Saturday to do this and promote it before hand. Run an ad in the paper, advertise on local community web sites, etc. Much like you would do if you were having a yard sale.

By Pat Alexander, 
NAFCC accredited provider - Elk Grove, CA 
Licensed since 1971