Let’s face it…most of you as child care owners and directors didn’t get into the child care business to create great marketing materials.  I’d like to share with you my three “must haves” to make your child care brochures stand out and work hard for you and your business.

This video is one from our “BEST OF” series!

First of all, your brochure should focus on communicating how your program is unique and different from most (or all) of the other programs in your area. Let your brochure provide prospects with specific unique benefits that speak to how you transform the lives of children and families.

Second, you need concrete proof to back up what you say. Did you know that testimonials and reviews from parents are more than 20 times more powerful and credible than what you say about your program? Let the “voice of your customers” work wonders for your business and enrollment. Ideally, your brochure will include two or three detailed parent testimonials or five-star reviews. People are now conditioned to look for 5-star reviews of local businesses, so if you can frame your brochure content to include these, all the better. “Best of” awards from the local community and/or experts are also incredibly valuable and you should include these in your child care brochures.

Third,  you need a call to action. Your brochure should clearly tell your prospect or visitor what to do next. Yes, you can say “Come visit us” as a call to action, but that’s not very compelling.  Try something like one of these:

  • Free gift valued at $237 just for taking a tour with us
  • Free Trial Day of Day care
  • Free diapers for 3 months with this brochure
  • Free child Pre-K assessment valued at $250 just for visiting us

You might be wondering: how many brochures should I print? I recommend enough to get you through a 3-4 month supply needed for tours and special events in the community. This way, you can change up your brochures with new features or new call-to-action offers, and keep your brochure fresh and up to date.

Your Assignment: Pull out your brochure now and “grade” it based on how it meets the above three must-haves. Use these ideas to improve your brochure, or give it a total re-vamp. Good luck, and let me know your results!