Introduction
In today's competitive child care landscape, effective marketing is essential for attracting and retaining families. For child care providers in California, a strategic marketing approach can help your business stand out, communicate your unique value, and build trust with potential clients. This guide covers practical marketing strategies specifically designed for child care businesses, from digital presence to community outreach, with special attention to California's diverse market.
Understanding Your Market and Value Proposition
Before investing in marketing materials, take time to clearly define:
Your unique offerings: What makes your program different from others nearby? (Curriculum approach, hours, specialized services, language immersion, etc.)
Target families: Which specific families would most benefit from your services? (Working parents, specific neighborhoods, cultural communities, children with special needs)
Local competition: What other providers serve your area, and how can you differentiate?
Core values: What principles guide your care and should be highlighted in marketing?
Research Your Local Market
Become familiar with other child care businesses in your area. Your local Resource and Referral (R&R) agency can help you learn about family child care in your area. Explore what other child care businesses are offering such as hours, approach with children, and services in your area.
Important Note: It is illegal for child care businesses in the same area to discuss their rates with each other due to antitrust laws about price-fixing.
California-Specific Considerations
License Number Disclosure: Child care providers must include their facility license number in all public advertisements, including those on the internet and in correspondence (written or electronic communication). This is mandated by Health and Safety Code Sections 1596.861.
Language Diversity: Consider creating materials in languages common in your community.
Quality Rating Systems: If your program participates in California's Quality Counts, prominently display your rating in marketing materials.
Developing Your Unique Business Identity
A business identity (also called a brand) tells families what to expect from your child care business—not only what you do, but the values and qualities you bring. It's a way to define yourself as a professional and your business as unique and special.
Elements of Your Brand
Name: Choose a business name that reflects your values and approach. Consider what first impressions this name may give prospective families.
Visual Elements: Create consistent visual marketing materials:
Logo
Color scheme
Typography (fonts)
Image style
Key Messages: Develop 3-5 core messages that communicate:
Your experience and qualifications
Your approach to child care
What makes your program special
How you meet families' needs
Consistency: Use the same name, logo, colors, and messaging across all marketing materials to help establish recognition.
Digital Marketing Strategies
As a California provider, your MyChildCarePlan.org profile is often a family's first impression of your business:
Complete all fields in your provider profile for better visibility in search results
Update availability information regularly (families often filter by openings)
Upload high-quality photos of your space, staff, and activities
Highlight special features like languages spoken, curriculum approaches, and outdoor spaces
Building an Effective Website
A professional website serves as your digital home base:
Essential website elements:
Mobile-friendly design (over 70% of parents search on phones)
Clear contact information and enrollment process
Information about your program philosophy and curriculum
Staff qualifications and credentials
Photo gallery (with appropriate permissions - sample photo release form)
FAQs addressing common parent questions
Testimonials from current or past families
Website creation options:
DIY platforms: Wix, Squarespace, WordPress (templates specifically for child care available)
Local web designers with child care experience
Budget-friendly alternatives:
Facebook Business Page as a simple website alternative
Google Business Profile with complete information
Single-page website with essential information
Social Media for Child Care Providers
Social media offers powerful ways to connect with families and showcase your program:
Platform recommendations:
Facebook: Parent groups, community engagement, event promotion
Instagram: Visual showcase of activities, learning moments, facility features
Pinterest: Educational ideas, activity inspiration (builds authority)
Content best practices:
Share educational information and parenting tips (position yourself as an expert)
Post photos of activities and projects (always with proper permissions)
Highlight staff achievements and professional development
Announce special events, enrollment openings, or program updates
Share testimonials and parent feedback
Privacy and safety guidelines:
Obtain written permission for any child photos
Consider a closed Facebook group for current families only
Never share identifying information about children
Follow California privacy laws regarding minor data protection
Local Search Optimization (Google Business Profile)
Claim and verify your Google Business Profile
Complete all information sections, especially hours, services, and contact details
Add photos of your facility (interior and exterior)
Respond to all reviews, both positive and negative
Post updates about special events, enrollment openings, or program changes
Use keywords like "licensed child care," "preschool," and your specific neighborhood
Traditional Marketing Approaches
Digital marketing is important, but local connections often drive enrollment in child care:
Community Networking
Local partnerships:
Nearby elementary schools for after-school care referrals
Pediatricians' offices (offer to provide brochures)
Community centers and libraries
Places of worship and cultural organizations
Local businesses where parents work
Enrollment events:
Open houses (virtual or in-person)
Community fairs and festivals
Parent education workshops (position yourself as an expert)
Referral programs:
Offer incentives to current families who refer new enrollments
Connect with local Resource & Referral agencies
Join provider networks in your region
Print Marketing Materials
Simple, professional materials can make a strong impression:
Essential print items:
Business cards
Brochures outlining program details
Welcome packets for touring families
Flyers for community bulletin boards
Design resources:
Canva templates (many free options for child care businesses)
Local print shops with design services
California R&R agencies (some offer marketing assistance)
Marketing on a Budget
Many effective marketing strategies require minimal financial investment:
Free and low-cost strategies:
Join local parenting groups on Facebook
Create and distribute digital flyers via email
Host virtual open houses
Ask for testimonials and online reviews
Connect with your local R&R agency
Time-saving approaches:
Create a content calendar for social media
Use free scheduling tools like Later or Buffer
Repurpose content across different platforms
Focus on 1-2 marketing activities per month
Consider hiring a high school or college student for basic social media management
Maximum impact activities:
Focus on Google Business Profile optimization
Prioritize asking for referrals from current families
Maintain consistent communication with waiting list families
Attend 2-3 strategic community events annually
Real Success Stories
Case Study: Local Day Care Center
Strategy Used: This center optimized their website for local search, ran targeted search ads, posted regularly on social media, and built a strong local presence through reviews.
Results: Over a 90-day period, they saw a 17% increase in impressions, a 45% increase in clicks, and a 123% increase in conversions, along with a 24% increase in new website visits.
Thrive Childcare Centers
Strategy Used: Successfully integrated virtual tours into their marketing strategy, providing an immersive experience for parents to explore facilities virtually.
Results: Increased online engagement and real-world interest, with analytics helping refine marketing strategies to meet evolving parent needs.
Action Steps
Complete or update your MyChildCarePlan.org profile with comprehensive information
Audit your current online presence (search your business name and address)
Develop a simple marketing calendar for regular updates and content creation
Create or refresh one marketing asset each month (website, social media, print materials)
Ask satisfied parents for reviews and testimonials
Connect with your local R&R agency about marketing support resources
Additional Resources
Last updated: March 2025. Information subject to change.