Unlocking Success: Troubleshooting Low Enrollment in Your Childcare Business

Feb 6

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Running a childcare center, daycare, home program, or preschool is undoubtedly a labor of love, fueled by the passion to make a lasting impact on young lives. Yet, low enrollment can cause stress and financial hardships. Many childcare providers find themselves in a struggle to make a significant impact, achieve profitability, and are uncertain of how to turn the situation around.

For this reason, I’ve put together this guide to address 3 common enrollment problems and provide practical solutions to fill up those empty spaces and max out your child enrollment.

Before we get started, If you’re new to my site, don’t forget to snag my FREE Interview Guide to hiring quality staff for your program before you leave!

Now Let's explore how to troubleshoot low enrollment and fill your program to capacity!

Problem 1: Lack of Inquiries- Sound of Crickets

Does this sound like your situation? No one is calling, emailing, or scheduling tours. Parents are not walking through the doors or taking notice at all. It's like you're invisible and no one knows you exist. If you're nodding along thinking, "Yep, that's me," then your solution is marketing and advertising. You want to spread the word about your amazing childcare business!

Solution: Marketing & Making Your Presence Known

Optimize Your Website:

Your website is usually the first point of contact. A potential family will check out your website first to see what you have to offer and if you’re a good fit for their family and needs. Having a quality website showcasing your unique selling points and well-laid-out information is crucial.

Things to Include on Your Website:

Unique Selling Points: What sets you apart from your competitors? What do you offer that is special or unique? List these on your website.
Curriculum or Learning Environment: Parents want to know what your program offers for each age. Give details about any curriculum you offer and the learning environment they can expect for their children.
Operational Hours & Ages: Your hours of operation and the ages you serve are the first things parents look for when searching for a childcare provider.
Epacket: Consider providing a downloadable e-packet for parents to learn more about your center and collect their email for future marketing. Click here to learn more about email marketing.
Pictures: Showcase vibrant and diverse pictures of your childcare facility. Make sure to include actual images of the facility, classrooms, and playground. Including images of smiling staff with kiddos is a plus. Just make sure you have photo permission forms.
Tour Scheduler: Simplify the tour scheduling process with Calendly or your childcare management software. You can use Calendly to allow parents to immediately schedule a tour based on your availability. You set up the days and times initially through Calendly. Once a tour is scheduled, you will be notified of the appointment.
Contact Us Page: Make sure parents know how to email or call you to get more information. You will also want to include your physical address.
Parent Testimonials: When a parent says something nice about your services, ask them to write it down on a testimonial card and add it to your website and marketing materials. Social proof is huge!
Q & A Page: This section is optional but nice to answer any common questions you receive on a regular basis.
If designing a website is not your strong point, you can hire someone on Fiverr to build a quality website for you in no time.

Boost Online Visibility:

Make sure your business is listed on Google and shows up in Google Maps. You can register your business on Google here.
Advertise strategically on platforms like Facebook, Google, and Instagram.
Maintain active business pages on Facebook and Pinterest. Make an amazing post on your Facebook business page and ask parents, relatives, and friends to share it.
Engage with your community on social media by joining local moms and daycare groups.
Ensure your business is listed on local childcare directories.

Offline Marketing Strategies:

Distribute eye-catching flyers in pediatrician offices, churches, and indoor play places.
Personally connect by distributing business cards or postcards in high-traffic public spaces such as parks and the grocery store.
Utilize postcard mailers to reach potential parents in your area.
Visit other childcare providers to build connections and partnerships. They may refer families to you when they no longer have space.

Creative Approaches:

Leverage the power of staff and parent referrals.
Utilize character displays or signs on roadsides to attract attention. I know this sounds extreme, but think about it. If you see a huge bear holding a sign on the side of the road, you look!
Host an open house event with enticing incentives and promotions.

Problem 2: Plenty of Tours-Not Enough Enrollments

Does this sound like your situation? You're scheduling plenty of tours, but people are not enrolling. It's a situation that can leave you scratching your head, wondering why the interest isn't translating into committed enrollments. If you’re saying “YES, that is me,” then your solution is fixing your first impressions and unique selling points.

Solution: Perfect Your First Impressions and Stand Out from the Competition

Check Your Phone Script:

First of all, if you’re getting phone calls but not tours, develop a scripted phone process to ensure consistent communication.

Perfect Your Tours:

Structure your tours to showcase the best aspects of your childcare center. Check out how to give an amazing tour here.
Clearly communicate what makes your center unique. Highlight special features like organic meals, security cameras, and a unique curriculum. If you do not offer anything special, find something to implement immediately!
Make sure your staff is ready, friendly, and ready to answer questions.
Prioritize first impressions – cleanliness, friendliness, and positive energy.
Collect contact information and follow up.
Offer incentives for commitment - Offer free registration or a discount on tuition. For example, you could offer a $20 weekly discount on tuition for the first six weeks. You could also give gifts upon enrollment, such as a date night basket or gift card.

Physical Appearance Matters:

Maintain a clean and inviting environment that reflects your commitment to quality. Look at your facility with fresh eyes - Ask yourself these questions:

Does it look clean?
Does it smell clean?
Is the décor inviting?
Does your playground look secure and clean?
Does the paint look fresh?
Are the rooms well laid out and arranged?
Are there plenty of toys and learning materials?
Is it clutter-free?
How is the curb appeal?
Is the exterior dark and gloomy or bright and inviting?

Evaluate your tuition rates:

Lastly, you will want to look at your rates. Are they comparable? Are you charging too much? Too little? Make adjustments if necessary.

Problem 3: Retention – Enrolling but not Staying

Maybe this is your situation. You're successfully getting families to enroll in your childcare program, but somehow, they're not sticking around for the long haul. It's like having a revolving door where families come in, but maintaining their enrollment becomes a bit of a puzzle.

The challenge of retention is real, and it leaves you pondering what more can be done to create an environment where families not only enroll but also build lasting connections with your childcare center. If you resonate with this problem, your solution is internal.

Solution: Conduct an Internal Investigation and Identify Areas that Need Improvement

Evaluate Leadership:

Having a director who is deeply invested in the success of your childcare center is crucial. A committed director is not just managing the day-to-day operations but is actively involved in fostering an environment where children thrive and families feel supported.

Their passion creates a ripple effect, influencing positive communication, conflict resolution, and overall staff morale. When the director is genuinely invested, it sets the tone for a childcare center where everyone feels valued and motivated, contributing to the center's overall success and creating a nurturing space for children to flourish.

Ask yourself the following questions:

Is the director invested in making the center great?
Does the director lead or just manage?
Does the director have good rapport with parents, communicating often?
Does he or she have good social skills?
Does he or she have good conflict resolution and problem-solving skills?
Does the director conduct regular staff evaluations, staff meetings, & facilitate professional development?

Click here to read 10 Essential Skills Every Childcare Director Must Have

Evaluate Staff:

Assessing the quality of your staff is the key to taking a close look at the pillars holding up your childcare center. It's about making sure you have a team that not only meets the necessary credentials but also embodies the qualities of love and nurturing essential for creating a positive environment for children.

Consider their dependability, experience, and ongoing professional development to ensure they are well-equipped to provide the best care.

Ask yourself the following questions:

How is staff turnover?
Are the current staff dependable?
Do they have the needed credentials and experience?
Do they have great personalities?
Are they loving and nurturing?
Do they communicate with parents often?
Are they properly trained?
Do they participate in ongoing professional development?

Evaluate Quality of Care:

Parents seek a nurturing and secure environment for their children—a childcare program where they can confidently place their trust in prioritizing their child's well-being.

Quality care, high hygiene standards, following state policies, and a structured daily schedule are essential for parents looking for a program that goes the extra mile in supporting their child's growth and well-being.

Ask yourself the following questions:

Is the environment loving and nurturing?
Except for the occasional boo boo, are the children kept safe and injury-free?
How is hygiene? Are noses wiped? Diapers changed often? Shoes tied? Shirts clean?
Is there a daily schedule or routine in place for each class? Is it being followed?
Are the classrooms well-organized and chaos-free?
Are staff/child ratios and state policies enforced?
Is there a curriculum or learning structure? Are children learning and progressing?
Are parents being communicated to on a daily basis?
Is the facility kept clean and smelling great?

Evaluate Systems and Processes:

Consider systems and processes in childcare as the essential components of a well-functioning machine. This involves assessing various aspects, such as communication with parents, drop-off and pick-up procedures, billing, and more. Do you have a childcare management system?

These components act like gears that contribute to the reliability and efficiency of a childcare center. When these gears work seamlessly, parents experience a hassle-free and well-organized journey, instilling confidence that their child is in a secure and well-managed environment.

Importantly, these standardized processes also bring clarity, consistency, and professionalism to the overall childcare experience.

Ask yourself the following questions:

How are parents communicated to? Is there an app? Daily report? Verbal conversation? How could we improve communication?
Is the drop-off and pick-up procedure clear? Do parents know where to go and where to put their child’s belongings?
Do parents know how to sign in and out?
Do we have an easy billing and payment system or process?
How does the leadership communicate with the staff? Through an app? Email? Staff meetings? Are there phones in the room or echo dots for daily communication? How could we improve staff communication?
Is the enrollment process streamlined? For example…
- Tour is given
- Family registers
- Enrollment info entered and filed
- Welcome email sent
- Teacher notified of new student- Name, DOB, Start Date
- Cubby labeled
- Class allergy sheet updated if needed
How are injuries handled? Is an ouch report filled out? How and where is the injury treated? How and when is the injury communicated to the parent?
Do we have a clear illness policy? Do we have a protocol and process for sending home sick children?

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Evaluate State Compliance:

Adhering to state compliance standards is not just a regulatory requirement but a crucial assurance for parents and the overall center.

For parents, knowing that a childcare center complies with state regulations provides peace of mind, indicating that their child is in an environment that prioritizes safety and quality care.

Moreover, for the overall center, compliance is the foundation for building a reputation of reliability and professionalism.

Ask yourself the following questions:

Are the program's policies clear, concise, and enforced?
Are state regulations always followed and enforced?
How often are parent complaints made to the state?
How is our program’s reputation? What are the reviews online? What are people saying about us?
How well do we score during state inspections? Do we pass with flying colors? Do we consistently get write-ups for the same thing?

Give parents surveys at least once a year to evaluate their satisfaction and gain insight on areas that need improvement.

Ask exit questions to those leaving your program. Find out WHY they are leaving.

Once you find out the areas of your program that need improvement, make a plan of action to make corrections and strengthen that area.

Conclusion:

Troubleshooting the areas that impact enrollment is the key to unlocking the full potential of a childcare center or daycare.

Through dedicated troubleshooting and strategic solutions, childcare businesses can transform low enrollment into a thriving community, where each child is nurtured, and families find a supportive and welcoming home for their little ones.

Thank you for being the heartbeat of childcare. Your dedication creates little wonders every day.

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