Recording Now Available - The Business of Family Child Care: Marketing with Tom Copeland
A recording of the webinar "The Business of Family Child Care: Marketing with Tom Copeland" is now available.
In this webinar I covered:
How to identify the benefits of your program
Learning how to take advantage of five key marketing strategies
How to use the Internet to promote your program (e.g., Facebook, Craigslist, child care forums, online classified ads)
How to compete against child care centers and exempt providers
And more!
https://youtu.be/aiNe_CRVBXo
Here is a link to the webinar recording.
You are free to share the recording and slides with anyone.
Here are some of the questions and answers from this webinar:
Q: If I want to market by stating that I offer free tuition to families (receiving government benefits) would that be misleading when their childcare is subsidized?
A: If you are only marketing to subsidized children, then this would not be misleading. If you are also marketing to non-subsidized children, then it would be.
Q: With COVID, prices of food, supplies, increase in minimum wage and other increases in childcare, how do I find out how much to raise my tuition to afford my teachers salary, pay my bills and of course have a profit. Is there an analysis that can be used to figure this out?
A: There is no simple, one way to determine how much you should raise your rates. Your rates should be based on three things: 1) What do you want to earn? 2) What is the going rate in your community? 3) How much can parents afford to pay? In the end, your rates are about right when occasionally parents leave because they can’t afford you. In general, you should raise your rates each year to keep up with inflation and the increase in the quality of your care.
Q: Is it better to use “playschool” instead of “school”?
A: There is no clear answer. In some states you may be restricted from using the word “school”, so check with your secretary of state’s office.
Q: What is google business identification?
A:Google Business is a free online “business card” where you can promote your program.
Q: As a home provider teaching age birth to 4, would you consider me having preschool age or preschool program because they are 4 years old?
A: When parents are looking for care, sometimes they want a “preschool” program. You may not offer a structured “preschool” program that some child care centers and other family child care providers. However, you do offer a program for preschool age children. It’s your job to explain to parents how your program helps preschool age children learn.
Q: We have birth to 2 in our in-home daycare. Should we have an in-depth curriculum for the 1–2-year-old?
A: There is no right or wrong answer to your question. Children learn in a variety of ways, including structured and less structured curriculum. Consult with a child development advisor in your area.
Q: I just learned our state is going to issue stipends for providers who are providing care to subsidized families, specific stage 2 and 3 on Cal works. That said, is there a way to offset the difference in cost of childcare tuition I charge everyone (higher than max subsidized) vs what subsidies are willing to reimburse by applying the stipend towards the student with subsidized tuition in a way that it is tax deductible?
A: Any stipends you receive are taxable income. If you use the stipends to subsidize the cost of child care, this does not create a tax deductible.
Q: Do you have a template for consent to take photos for marketing opportunities?
A: I did include one in my book Family Child Care Contracts & Policies.
Q: I have a childcare Facebook page that is only accessible to the parents in my childcare home. The photos are set to only be shared with the friends of the childcare Facebook profile. I post all our daily photos. Should I have a second Facebook to share with others in the community?
A: I recommend that providers have both a personal and business Facebook page. Share your business photos on your business page and share your personal photos on your personal page that is open to your broader community.
Q: Would it be a benefit if we state how we accept payments? Since so many parents pay their payments online, would this be a great way to show we offer easy tuition payment options?
A: Yes, telling prospective parents that you accept payments in a variety of ways (electronic bank transfer, credit card, cash, check) is a benefit that makes it easy for parents to pay you.
Q: What about assistants who take pictures? Should I have them send it to me and I choose what to post or have them not take pictures at all, just me?
A: I would forbid assistants to have their phones with them while they are working for you. It’s too easy for them to take a picture and post it on social media. You should always control what photos of children are being taken and shared.
Q: How about sending children home with a daily report sheet that describes the children's day?
A: That’s a very good idea. Make sure you say something about what the child is learning.
Q: How about putting a sign in your front yard to market your program?
A: That can be a good idea. Before doing so, check with your local zoning ordinances to see if a sign is permitted and if there are limits on the size of the sign.
Q: I don't have a lot of children. I am starting up. What are some visual alternatives to kids’ pictures?
A: Share pictures of your own children or other occasions where you spent time with children.
Q: Would it be a good idea to post on Facebook about the “refer a family” option?
A: Facebook can be a useful tool to market your program. Offering a finder’s fee to anyone who refers a family to your program is a good idea. You can offer a finder’s fee to others besides those families currently enrolled in your program.
Q: Could home cooked meals be listed as a benefit?
A: Absolutely.
Q: For the finder’s fee, do you give cash? Or do you subtract the $50 from their tuition owed?
A: Either way. I’d ask the parent what they would prefer.
Q: How should the tuition for my child care compare to the tuition for centers in my area?
A: When you are competing on the basis of the quality of your program versus other programs, your rates should reflect your own quality. Therefore, your rates maybe should be at least equal to or higher than the centers in your area. That may not be possible in the short run. But, if you believe the quality of your program is equal to or higher than center rates, then you should set your rates accordingly.
Q: Should you include your daycare name in your voicemail on your cellphone?
A: I would. You want parents to know they have the right number.
Q: How do you explain your tuition is not based on attendance?
A: You can keep it simple: “My tuition ensures your child has a slot in my program, regardless of whether he/she is in attendance. That’s my policy.” Or, you can say more: “You pay for the newspaper whether you read it or not. You pay for cable television while you are on vacation. You pay for rent or your mortgage while on vacation. You pay for child care whether your child is in attendance or not. I can’t find someone to fill your child’s slot on a short-term basis. It’s my rule.”
Q: Does it violate antitrust law if the State is asking you about your rates and if you have or are planning to increase them?
A: No. Antitrust law says it’s illegal for competitors to discuss their rates. That means you can’t call up another child care program (who knows you do child care) and ask them about their rates. However, the state is not a competitor, therefore they can ask about your rates.
*This webinar was funded by the Child Care Communications Management Center, which is funded by the Office of Child Care (OCC), Administration for Children and Families (ACF), U.S. Department of Health and Human Services (HHS), and was developed in partnership with the National Center on Early Childhood Quality Assurance, which is funded by OCC, the Office of Head Start, ACF, HHS. This resource may be duplicated for noncommercial uses without permission.
Tom Copeland - www.tomcopelandblog.com
