Marketing Toolkit (PDF)

This marketing toolkit will help you understand key elements of marketing and how to create a practical and effective
annual marketing plan, appropriate to the business of early childhood education and care. Including information on traditional marketing, digital marketing, social media and PR, the toolkit contains templates and checklists for auditing, planning and evaluating the marketing needs of your service. It is crucial for services to understand their operating environment and competitive edge and engage in a range of marketing activities that will attract customers (families, carers), helping achieve sustainability and growth.

 

The goal of marketing a service is to share your brand and message (the story) in order to retain existing
‘customers’ and attract new ones, ultimately cementing a strong market position in the sector and nurturing a healthy organisation.

 

Choosing early childhood education and care services can be an overwhelming and highly emotional process for many families placing their children in a safe, reliable, high quality environment. Community-based, private, franchised, stand alone, corporate, preschool, long day care, occasional care, OSHC, nannies and family day care – there are so many options and so many ways of describing them. Some have long waiting lists, some have vacancies, some offer meals and nappies, or special support or learning programs – how do families know where to find the best choice for their child?

 

This kit is divided into two parts:

 

Part 1 – Marketing Plans

⊲ Research potential customers

⊲ Know your customers

⊲ Know the competition

⊲ Identify your UVP

⊲ Develop a plan

⊲ Implement the plan

⊲ Evaluating the marketing plan and strategies

Part 2 – Marketing Strategies

⊲ Word of mouth

⊲ Public relations

⊲ Advertising

⊲ Direct marketing

⊲ Personal marketing approaches

Plus 5 appendices – Templates and Tools

⊲ PEST Analysis

⊲ SWOT Analysis

⊲ Marketing Plan

⊲ Media Release (template and sample)

⊲ Photographic/Image Release Authorisation (Adult and Child)

 

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